June 14, 2018
“Can I market services without building a personal brand?” and more...
In today’s group coaching session, we had a bunch of good questions that touched on topics like:
- How to change from a sales mindset to a service mindset
- Why uncovering your underlying mission is good for business
- Marketing for folks who don’t like speaking gigs (e.g., conferences, podcasts, webniars)
- How to market a productized service without building a personal brand
- How to find out where your ideal buyers spend their attention when trying to keep up to date on changes in their industry
Plus, we did two “Tough Love Teardowns” - one for a Virtual IT Director service, and another for a ratings and reviews management SaaS.
You can review the full list of questions here, but here’s a preview:
I’m bouncing back and forth with my vertical specialization idea. I see its potential, have made some progress, but I’m concerned that it’s just an opportunity and not something I am necessarily passionate about. Wrapping my identity around it exclusively feels awkward. You mentioned needing to feel some degree of passion, and I wonder if I’m just facing “the resistance” or to what degree it matters that I’m not ultra-passionate about the industry. (timestamp: 1m 41s)
I’m a marketing “consultant” with a whale client problem. My retainer is for full time hours, so I’m basically an employee. I would like to become a real consultant so that I don’t have to trade all my time for money. I recently read TFR and like the idea of productizing a service. I’m introverted and not keen on creating a personal brand, doing speaking gigs, podcasting, etc. Is it unrealistic to think I can position myself as an authority without doing these types of marketing activities? (timestamp: 22m 33s)
I’m struggling with how to connect with additional people in my target market. They have very expensive problems that I am interested in, but I’m not able to find associations/conferences that are in common to them, to allow me to easily get in front of them. Any suggestions on channels to tackle for starting specialization? (timestamp: 34m 3s)
Do you have questions like these that you’d like to get answered?
When you join your colleagues in my group coaching program, you’ll get instant access to today’s recording, all previous recordings, and all future sessions for as long as you’re a member.
(Note that all recordings have timestamped links from each question to the spot in the video where I answer it, so you can jump right to the answers you care about without sitting through 21+ hours of video.)
BONUS: Group Coaching also includes a dedicated Slack channel to facilitate discussion between sessions.
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Yours,
—J
P.S. Would you like to see a sample of what group coaching is like? Here’s a link to a public session I ran late last year: