5 Steps to Becoming Known in your Market (and what to do if you’re pivoting)

By Jennifer Hall | Podcast

Dec 25

Becoming known is a priority for every business owner but even more so for coaches, consultants and businesses in highly saturated markets who want to stand out of the crowd and be heard above the noise. But what if you’ve been vague in your messaging up until now? Or what if you’re trying to change what you’re already known for?

In this episode we cover:-

  • The five simple steps to becoming known in your market (even if you’re pivoting).
  • The dangers & difficulties of becoming known.
  • How to amplify your message and make you more memorable

Links mentioned in the episode:

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Merry Christmas everyone, and welcome to this special Christmas edition with becoming known in your market and what to do if you're pivoting.

(00:15):
Before we get stuck into today's episode, I want to tell you about a little sneaky secret. As of the 20th of January. Next year we'll be running a challenge via the podcast, how novel it's going to be, the 2020 vision for market domination. See what I did that and it's all going to be around creating your plan for 2020 to get more market share, make more money, and really stand out to get recognized as somebody to listen to in your industry. If you're ready to sign up, then make sure you use the link in the show notes to get ready for 2020 and really get stocked back in after Christmas. Hi everyone, and welcome to the seventh episode of the expert unrivaled podcast and a very Merry Christmas to you. I don't know whether you are listing on Christmas day or not, but I will tell you this, I haven't recorded it on Christmas day.

(01:14):
So as you're listening to this, I'm likely going to be scoffing a roast potato covered in gravy or at least a couple of pigs in blankets. So I hope that you have or are spending an amazing Christmas with your loved ones. And so excited to delve into this episode with you around becoming known because the thing is becoming known is a goal for every single business owner and particularly even more prominent for those who are in more highly saturated markets, where becoming known can be a slight difficulty in terms of getting the attention and making sure that your message is loud and clear and heard above the noise. So if you are looking to get clear on your message after listening to this episode, then do make sure you book a call with me at bit dot Lee bit. Dot L Y forward slash clarity called podcast where we can talk about how we can work together to get you crystal clear on your message so that you can be heard above the noisy saturated market.

(02:23):
So without further ado, let's get stuck into this episode. So the first step, let's get straight in there. The first step is actually deciding on what you want to be known for. Whether you're pivoting or you're starting out new or whether you realize that you've been a bit vague and you've not been particularly straight forward, you need to ensure that you know what you want to be known for. Now, deciding on what you want to be known for is an interesting mix. And there's this sometimes this back and forth in the brain in terms of should I pick thing that makes most sense to my expertise and my experience. What I perhaps studied in what I've invested the most money in or should I pick the thing that I'm most passionate about? Now here's, here's the, here's the real deal. And I know this is kind of crossing over into helping you guys pick a particular niche.

(03:23):
However, if you're stuck in this stage of really starting at the beginning here, here's a bit of advice. Passion does not always lead to profit there. I said it I don't want to bring the bad news here on Christmas day, but it's really important that we recognize that actually it's about being smart around what you pick to do to do as a business. And yes, I do actually believe that it should make sense to your expertise. And the thing I would say is that depending on how urgent it is to get going with the business that you are most passionate about, that perhaps isn't most aligned to your area of expertise is to become an expert in it. If you, if, if you really have had it done with your current investment and you really don't want to continue with it, it's important to recognize that because at the end of the day, on the other hand, life is short.

(04:16):
We only have one. This is probably more prominent PR profound on a day like today. But it, you know, life is too short to spend it doing things you don't want to do. However, it's unethical for us to go out there and start claiming we can do things that we're not particularly an expert in. So we do have to recognize that yes, you can do anything that you want to do and if you, if you are passionate about something different to what you have been doing or what you've currently invested your, your learning and development and time in learning, then you have to look at, okay, so what steps do I need to take you all to become the expert in the, in that area before I stopped going out and proclaiming. So I mean the the best ideal mix is the fact that you are passionate about it, that you are an expert in it and you're able to articulate it in a way that is wanted by the market.

(05:09):
Those are the three key things that you need to do. So we need to make sure that we're angling your expertise and what you offer in a way that is wanted by the market in order to turn what you do into a business in order to turn your message into money. Then we need to think really hard about how we're going to articulate that and angle that to the market to create something that is going to go great. You're actually your need. You're in demand. You know, people like us, we need you. You need the market to respond in that way to whatever it is that you decide that you want to be known for. Okay? It has to be, it has to stand out as such. So that's the first step. Decide on what you want to do. Now I'm just going to go in there and talk about some of the difficulties and at this point of you know, creating a message and picking what you want to be known for. Because the thing is if you're not picking and you're being vague or potentially you're switching from one thing to the next, it does a few things. First of all, it, you know, it, you crush your credibility because people lose trust in you when you're one thing. When you're an expert in one thing, one day, an expert in another, people start to doubt your abilities because people are very aware that you can't be an expert in everything they, they understand.

(06:35):
I speak to and work with a lot of people who have done that. Now the thing is, it's just about deciding now about sticking that stake in the ground and saying, I'm going to give this a go and you need to give it time to embed and you need to understand that people need time to trust you again because they, they feel like, you know, they've, they've almost been messed about. It's caused a lot of confusion. And you need to build your credibility back up again. So make sure that you are very aware of that, that if you have been switching, it's going to take a bit of time for that to happen. But if you want a successful business, it's very important to stick with it for at least a, you know, a period of time. But then the other thing to remember is, is it's your business and you can change anytime you like, but just be aware of the consequences of doing that.

(07:24):
But I know, you know, I've pivoted a couple of times and I know a lot of business owners out there who have done the same and have done so very successfully, but they've stopped with one thing for a long period of time and they've, and they've, they've been with it and then decided that need to change. If you start changing things in very short succession, you will absolutely lack credibility. And the thing is, the pivots have happened where it's, it's not a complete change, generally. It's not, it's not unknown where people have changed niche as such. If we look at, for instance, Arnold Schwartzenegger you know, he's, he's changed from, you know, being this, you know, sought after actor to then, you know, moving into the political world. So he's had to do a job in terms of moving that. But he's used his platform of fame in one area to gain visibility in another.

(08:16):
So he's been quite clever with doing that. So it's not impossible. Nothing is ever impossible. But the bigger the switch, the, the, the more credibility you're going to have to put, put in. And the other danger is that if you have been putting out a message that has been, you know, a bit vague or switching is that something is going to stick. And when you don't know your message, when it's switching and changing and being vague and it's, and you're kind of firing out different things all the time, something will stick, something will stick with your market. And when you from it at that angle is dangerous because you don't have control over that. You don't have control over which bit sticks and which bit doesn't. So the first step is to decide. But then the next step here is to get clear on a sticky message.\

(09:12):
So being really care and being in control of what the market is hearing about you. So the thing you can control is what they hear. The thing that you can't control is when they hear it, because it all, you know, you're working on their timescale. You schedule when it comes to you putting out content and when they're looking at your stuff, that's up to them. So it's important that you're consistent with that because if you're inconsistent with it, like I said, and you're firing out these messages at different points, it's no longer within your control what they remember about you. So it's better you decide before other people decide for you. So the getting clear on a sticky message. So I'm hoping by now you kind of get, it would've got the jest in terms of what I'm talking about here. So a sticky message is something that allows people to remember what you're talking about and some messages will fall flat because they're too ambiguous, they're not tangible enough.

(10:16):
And so something that sticks is something that is simple, tangible, understandable, easily understandable. I may add and memorable. If you can create a message that contains those elements, it's going to more easily stick in the minds of the people within your market. Because otherwise, you know, it's one of those things where I know a lot of people, I know a lot of really talented and great people. But when it comes to introducing them at networking events, it's almost like, you know, when you forget somebody's name, you're like, Oh, this is so and so, and they do do you want to introduce yourself? I'll let you do the talking because it's embarrassing because you don't know how to introduce them because what they do is so ambiguous, it's not understandable. And so it's really important because a lot of people say, Oh, you know, well, at the end of the day, my ideal clients will know what I'm talking about.

(11:13):
And yes, I am all for that because I was at an event recently where someone got completely shot down because they used you know, language that was, you know, not jargony but relatively high level and slightly techie. And I thought, well, no, actually their message will kit the right market. But it's also important to be able to explain what you do to a five year old. If you can't do that, then you're going to struggle to get people to talk about what you do. Because if you want people to recommend you, you have to make it simple enough for everyone to understand so that people can talk to their people to say, I know so and so who does this and that amazing asset, this is what they do. Say, give them the words that they need in order to be able to share that and say to do that, I'll just go through them again.

(12:06):
It's making it simple, tangible, easily understandable and memorable. If you do that, it's going to make your life a lot easier. I remember what I sat around angling what you have to your market. It's important that you recognize who it is. This, this message is for who are you targeting in the market and how are you serving them? So it's looking at, you know, what problems does this person have? What goals do they have and what, how can I explain what I do to show them that I solve a problem, but I help them achieve a particular goal and I help people just like them. So it's keeping it really simple. Keep it to the point where it does what it says on the tin. I love messaging like that and everyone else loves it too because everyone gets what you're talking about. Yes, you have some kind of creative element here where you could, you know, put out a little bit of punch or quirkiness TMS judging, but don't ever lose the understandability if that's even a word.

(13:07):
I'm not even sure. I think I might have just made that word up, but that's fine. So you need to make sure it's understood. You can add the punch and the flair, but never use that in place of understandability. It has to be understood by the people within your markets and to your five-year-olds. Okay. The next step, step three, is to flood your following. If you're pivoting and your front end marketing. So what I mean by this is in order to get your message out there and to become known for something, the next obvious step is to talk about it a lot. Now your a lot will be very different to what's required. So take whatever you think is a lot and amplify that by a million. You need to go hard with your new message or with the message that you pick because if you, for instance, have a current following who you now no longer serve in the same way, or perhaps you don't even serve them at all.

(14:13):
Now this is kind of a whole other conversation here in terms of how do you make that pivot. But if you have pivoted to the point where the people who you've currently served, you know they, you don't need no longer serve serve them anymore. Sometimes it's a case of burning it down. Sometimes it's a case of saying, look guys, this has been great. This is who I'm serving now. This is what I'm doing. If you want to follow me here, or for instance, you might have scaled your business to the point where you've outsourced to other people in order to continue serving that following, but now you're doing something different. So never, you know, never look at your current following and think, well that's it done. Because you can sift out, there might still be people within that following, no matter how zany that the pivot is, there might still be people in there that will follow you to your next thing if it suits them and, and if and if they're the right fit, but you have to communicate it.

(15:07):
But if you're doing a slight pivot where you're still able to help them. And you know, I've done this a few times, you know, the better I've got what I do and the more advanced I've got in my businesses, it means that I am able to help the same ideal client but at further lot further along in their journey. So it's about helping those same people step up to where they need to be. So you know, it's not necessarily about dropping or burning it down. If it's only a slight pivot and it's still the right kind of person, it's just helping them at a higher level, then you just have to communicate that message to them and let them know. Now also in terms of being, not just letting them know and I'm, and I don't just mean like a quiet email, I'm talking about an email, go live on Facebook and message them.

(15:56):
Get that message out. And any way you can use your chat bot, go hard with your message and you know, set a date to do it because a lot of people put it off because of fears of various different things, but set a date to do it and go all out. And so at the same time you also want to be making sure that your front end marketing is super clear. So that means your, your website, have you changed a websites, reflect your new message. And don't get too caught up in this. I mean, if it's difficult for you, delegate it off, delegate it to someone else, let them know what the message is and tell them, this is what I need it to say. And if you've got a whole website geared up to something else that no longer exists because you've changed, then my best advice for this is cut your website down to only a few key pages, which is generally your contact, your about me and your homepage.

(16:49):
If you make sure that you hone it all the way down to those three pages, just change those three pages and Bob's your uncle, you have a website geared up with your new messaging and then you can add other pages back in again, the further you go. Rather than trying to do the whole thing in one go. So, you know, changing your website, changing your social media profiles, ensuring that the cover photos have been changed. Make sure that when you change things in LinkedIn that you click that notify button so it notifies you're following what you're doing. Now I'm writing a post about it, going live about it, doing a video about it. When I say go big, you go big and you need to go big and you need to do this consistently. You know, particularly if you're pivoting, because if you, you know, I'm, I'm a real action taker.

(17:34):
And I remember not so long ago I was known as the clarity queen the one who helps people find their niches. And I remember sitting with some members of of our mastermind at relatively new masterminds on my app that I've joined and we were sitting there on an in person day and these people have kind of known me from the very beginning of my journey, at least still know me as the, as the kind of the clarity queen, the niche queen. And I was like, no, that's not, you know, whilst it's a massive part of what I do, that's not what I want to be known for anymore. And I had to like re remind that fact that I'm about helping people become market leaders and find their points of difference to stand out in the market. So I kept having to remind people, but that's evidence of, you know, somebody going really big and being strong and being known for something very simple, very memorable.

(18:29):
That stuck. And I'm now having to work really hard to, to get out there just as hard with this new messaging to really get people to understand w w you know what you do. And it is a case of, you know, deciding, having that clear, memorable, sticky message and then talking about it being consistent and changing all of that front end marketing to reflect what you're doing. So yeah, it's a big task. It is and it is asking a lot, but at the end of the day, if you want to become known in your market, it's not going to happen lightly. You're going to have to pull your finger out and get out there and really shout about what you're now doing until you are blue in the face. And you know, at the end of the day, it's what you've got to do. If it's, what'd you got to do is what you got to do put that on a tee shirt.

(19:20):
So get out there, flood your marketing, flood you're following with this new message. The next thing that you can do, step four is showcase examples and case studies of who you've helped with. The specific goal or problem that you now help with. You know, the fact that you're now able to demonstrate, you know that your, you're heading in this direction and these are the types of people that you've helped. And if you haven't yet got those, those case studies, then create them. If you haven't yet got the clients in the new in this new guys, then you need to be going out there and you need to be finding them pretty sharpish so that you can start creating that. And that might be, you know, cause you know, at the end of the day if you're pivoting, and like I said, if you don't necessarily have the expertise and the experience yet, you've got to do the groundwork first.

(20:09):
Go out there, find those people with those problems and you know, charge accordingly. Because if you're just starting out doing it, then obviously you're not going to be charging as that highly seasoned experts you'll be charging as somebody who knows that they've got what it takes to do the thing. They just need the proof. So you, you kind of need to do each other a favor in return for those case studies, those testimonials in the early days. But I'm assuming here that you have the expertise. So if that's the case, then you need to get out there and really highlight, because I know that when I pivoted, it was one of these things that I started to help people that at a higher level do things, you know, in terms of market leadership and USP. But I wasn't necessarily shouting about it, but I'd still helped clients with those things.

(20:54):
Naturally when they continue to, you know, re signed up with me to go to the next stage, they'd jumped into to really hone in on their message and their niche. And then they were like, okay, now I'm ready for the next bit. What's next? I love working with you. Okay, well here's a, here are the next steps. So I already had those testimonials and those case studies you there. And then to now all I needed to do was match a message with it and go, you know, go all out with, with sharing that with the world. So then I created those case study pieces around, you know, around those clients that have stuck with me and gone to the next level. So if you do that, it's really going to help to boost your credibility in this new area because regardless of whether it's a complete change or a slight pivot, you are still going to need to stop boosting your credibility in the area and positioning.

(21:42):
And the last, last but not least, step in this process and there's a bit more to come. So stick with me because I'm going to show you what you can add to really catapult your message and to become seriously memorable is to encourage sharing. So it's about encouraging your current clients to, to share, to share your new message and to let them know and to shout about how you've helped them in that particular area. It's about asking people for testimonials. It's about encouraging sharing of your message as well. So I've seen people create competitions around sharing certain things. So make anything you can shareable so that people are, you know, start to spread the word on what you do when ever track. You know, first launched the trip planner, we encourage people to post their trip planner with their name on all social media to get the word out there about the USP.

(22:48):
So encourage, ask people to do things. Because I always say this, if you don't ask, you don't get, and it's so true when it comes to marketing. People rarely do things unless you give them the instructions to do it. Even though it might seem blatantly obvious to you, people won't necessarily do things straight off their own backs. They need that encouragement. They need that nudge. People are busy people, they've got lives, they've got stuff going on. But you know, if they like you and what you do or if there's something that incentivizes them to do the thing in hand, then it's going to help them feel a little bit more obligated to go about sharing this stuff. So, you know, creating shareable content around your math new message is going to really help to get the word spread further than just your current following that you have, which now brings me on to things that can really add power to getting the word out there and becoming known and adding power to your message.

(23:40):
So I want to give you a few examples. So one of the things that can really help is actually your personality and style. And I know, I know particularly in the first episode I said being you isn't enough in terms of using you as a USP. No, it's not. And I still stand by that, but it can absolutely help to amplify and help your message become more sticky. Now to give you an example, there's a guy who I absolutely adore called Mark K. You may have come across them online who runs a thousand shows.com. And he created these, these incredible videos that basically showcased you know, why you don't have to be people like Ty Lopez and he'd do this crazy like head shaking thing that was really quite, you know, it was almost like a pattern interrupt that drew you into the video.

(24:30):
Even if you didn't have the sound on you. I need to just see what this guy's talking about. And it just having that imagery around the message that he was putting out there and the message is so strong, it's you need a show, but you don't need to be like Ty Lopez or you need a show, but you don't need to be like so and so. You need a show that's unique to you. But his message was you need to show it's simple, it's memorable, it's understandable and it's tangible. It fits all of those boxes. And, and it's so super clear. It's unbelievable. But his personality and his style and the way that he delivered it, he created a series of the same style of video with him. Set the same message. You need a show, but you don't need to be like this person. And he would do this crazy shaking of the head thing.

(25:19):
And it was, you know, it worked. It was novel. It was the ever so slightly gimmicky, but my gosh, did it work? So if you haven't checked him out, you can go and check out these videos because it is honestly very, very good. You know, it's, it's dis, it's disruptive to a point. Now if you want to talk about disruptive I want to talk about an amazing business friend of mine, Lisa Johnson, she, you may have heard of, again, simple and memorable. She's known as the passive income queen. You know, that's what she's become known as. The son of a lot of talks about Queens today, isn't there? Hopefully we'll see the queen speech a bit later on it, depending on what time you, you're listening to this. But Lisa is a true disruptor because she talks about things that, my gosh, I wouldn't even dare talk about.

(26:07):
You know, she really inspires me to grow some ovaries of steel and really get out there and share opinions. I mean, I thought I was quite brash and like, she's not even brash. She's just, again, she's got her own style. She's got her own personality with it, but she's not afraid to talk about the things that other people would say. Well, you shouldn't talk about that. She's disruptive and because she's disruptive and because she's also very, very, again, very visible. Another great example of flooding the market with your message. She very much does that. She's everywhere. She's, you know, she's all over my Facebook and I love it. I don't ever get bored of her stuff. It's interesting. It's so sure if you want to look at someone who's great audience building, it's Lisa Johnson. I think she's fantastic, but she's very disruptive and because she's disruptive and because she has these opinions and she talks about things that people are too afraid to talk about, it helps for her.

(27:02):
It helps her message stick because she and herself and her values and what she believes in is memorable. Another way, and another person I want to talk about in fact two people on this, on this run, is that your concept can be a sticky element to helping your, your message stick to it, stick, stick to it, stick to it. I'm not going to edit it out. I don't do editing on podcasts. I made that you know, and if something drastic happens, which actually I will say today there's been a few things. The dog mainly as well as other people in the office just being generally noisy monkeys. So we're going to have to have a new sign outside the podcasting door to tell them to shut up. But yeah, I rarely had any who back back to the podcast is your concept.

(27:51):
And so for instance, Todd Herman, who I saw talk at Youpreneur this year was what an incredible guy he is. He's just, he, he's a walking, talking example of, of what he preaches. And I don't know whether you've heard of him, but he's written a book, something called the alter ego starts again, the alter ego effect. He wrote this book called the alter ego effect. And it's all around finding your alter ego to boost your confidence. So the fact that you can be a multiple personalities and multiple different situations and you get to choose who you are in any given moment, and it's really empowering. It really boosts your confidence. And again, this alter ego effects. Wow. I didn't realize what a mouthful that was. The sound out really helps his message to stick to that concept because it's a really strong, simple, understandable, tangible concept is memorable.

(28:49):
So again, it helps to amplify what you do. So there are many different ways to, to, to, to create that stickiness and that memorability, again, I'm sure that's a made up word. But that is one of them. Another person who's done this really well is someone called James Wetmore. Business by design. He's, he's actually pivoted recently more into the mindset space of business. Which again, if you're looking at how someone's pivoted successfully, he's another once in a cat. But you know, if he used to be known for very, very strong, he was business by design, which is basically creating a blueprint for your viewer launches, launched it in your business to create, you know, high levels of income. You know, actually step by step process. And again, it was a very business by design that, you know, your business by design blueprint.

(29:38):
It was, it was a concept. It was very sticky and he really owned it and he went out there and he flooded the market with it and he grew very, very successfully. So there are many different ways to really amplify that stickiness. But the first key is, is to get really clear on making sure that you have a, a message that, like I said, is simple, tangible, easily understandable and memorable. If you stick there first and foremost, make sure it does what it says on the tin. And then, you know, use your strengths of your business to help amplify that message out there. But you got to own it. You cannot sit behind your computer thinking it. You have to really own your niche, you have to earn your message and you really got to get that, get it, get it out there and do what it takes to do.

(30:29):
So go hard with it. And there we have it. So like I said, if you are somebody who wants to really hone in on that message, create something and become known in the market, then make sure that you book a call with me at bit dot L Y forward slash clarity called podcast and we can have a discussion on how we can do that. You know, and obviously we've talked about creating a USP and one of the first episodes of this podcast. And you know, that that whole concept thing really ties into that as well so that we have it. There was my last little tidbit for the day on Christmas day. How wonderful. I hope you have a fantastic day ahead. And again, as always, make sure that you email me if you have any aha moments. If you want to ask any questions or you'd like to request a particular podcast show, then please do so at Jen, at Jen hyphen hall.com. Fantastic speaking to you guys, and I will see you in the next episode. [inaudible].

About the Author

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts. Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects. She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.