Are you a celebrity…
…yaknow, like a household name?
Yeah, I didn’t think so either. But hey, I had to ask.
Wouldn’t it be nice to be famous though?
It would be so much easier to get traffic, clients, and
That’s why all those actors and singers start really successful restaurants and clothing brands, even though they know little about
food or design. And sometimes the product aint even that good!
Except when you’re famous, people trust you and buy easily
It would be awesome to have celebrity marketing power.
And it’s not even hard to do.
But it’s a little counter-intuitive.
Let me illustrate.
Last night we headed to the mall to get some new clothes for
It’s the weekend here.
It’s Christmas shopping season…
And it’s just before dinner time. So the malls are CHOCA
As we drove around the carpark, we noted a few buttholes with
luxury cars who angle-parked to take up 2 parking spots, thinking they won’t
get dinged if they parked this way.
But here’s what’s funny…
On a normal day, taking up two spots might dissuade people
from parking near you. But on the weekend during Christmas shopping??
Parking spots are scarce.
So we saw some serious creativity in parking.
Some people squeezed in anyway…Ding? Check.
Some people were camping out at the beginning of a row near
the door waiting for shoppers to walk out, following them like stalkers to
their car, and waiting to take their spot.
One guy…this is hilarious…one guy actually angled in the
OPPOSITE direction so he could still take the next parking without getting his
Some “stole” parking spots from others, and ended up having
One guy forced a lady to leave the spot she took from him!
I mean it was crazy. The competition was fierce.
I drove around once and said, hey, let’s just come back another
Look, I can come back at 12pm in the heart of the work-week
and find NO COMPETITION at all.
And I’ll park right by the door.
The weekend is the busiest time for a mall, because everyone
has jobs and it’s the only time they can go out. I work from home, keep my own
hours, and can come ANY TIME I wish. Even at 4 in the morning.
But the “creative” parking at the mall…
It got me thinking about some of my clients.
Many of you are selling info products, ebooks, training,
And many of you are still in a formative stage where you don’t
actually have a product of your own yet. So it’s easy to do what I suggest.
With my clients, I usually persuade them to “specialize”.
What does that mean?
It means rather than selling a business opportunity to “stay
at home moms”, instead my client starts to sell pain management info for
pregnant women and turns the corner to her business opportunity.
It means rather that selling “sales training” to sales
professionals…instead my client starts to sell sales-sales training for African
It means rather than selling network marketing to everyone
who wants to make money, my client starts to sell “side business advice for Chinese
immigrants living in America” and turns the corner to his network marketing
These are real examples.
I can’t tell you how many times someone asks me:
“Jim, but won’t specializing so narrowly make my target
audience REALLY small?”
Your potential audience is now not “the whole wide world”.
But you were never going to sell to the “whole wide world” anyway.
And you don’t want to compete against the guy or gal who IS
a house-hold name.
It’s like the weekend-christmas-time mall parking.
When you go after a big generic audience, there are a LOT of
Many of them better and smarter than you.
Many of them have been there longer than you.
Many have a reputation that spans years over you.
Specialising your audience, on the other hand, neutralizes this
A pregnant woman who’s thinking about making money from home
is more likely to buy from someone who understands her pains than from some
generic affiliate selling to work at home moms.
An African American sales professional is more likely to buy
sales training from someone who deals specifically with HIS difficulties in
selling to a majority White market, than to buy from Brian Tracy celebrity
A Chinese immigrant living in America is more likely to buy
a network marketing opportunity from someone who understands the obstacles
faced by immigrants (language, culture, etc) than from Randy Gage, celebrity
You can eliminate the competition entirely by specializing.
The more specialized you are, the easier it is to sell.
And that’s the same strategy I used to win at the mall.
I chose not to compete in a game I’d probably lose.
Instead, I compete on my own terms. Come back on a weekday
when almost everyone else is disadvantaged by their work hours. I win by
Anyway, as you can see, that’s a big philosophy of mine that
I apply in just about everything.
Win by hand-picking your opponents, choose them weak and
Win by competing on your own terms.
It’s also the same strategy I use in KickStart, my traffic
generation technique. You can learn that special way of winning at traffic, and
eliminate all your competition here: