Conviction Marketing: Finding the Multi-Million Dollar Gap
Take a second to think about the last store you popped into. The last restaurant you decided to try. The last movie you decided to watch, or Netflix series you spent the weekend binge watching?
What made you stop to check it out?
Was it that one pair of shoes in the window, or how delicious their steak sounded on the menu?
Was it the chilling break up scene in the trailer?
Whatever it was, there was something that initially drew you in. Something piqued your interest and made you want to try it.
In the online business world, believe it or not, your content is your storefront.
It’s your menu. Your movie trailer.
It’s the first thing people see when getting familiar with your brand, it’s what people use to make buying decisions nowadays (I’ve made sales where the client didn’t even take a look at my website — they simply scrolled my socials before hopping on the phone with my team).
The point is, it’s either going to position you as a credible authority, or make people scroll on by. Next!
And here’s the thing: there are tons of online coaches, business owners, consultants, etc. out there. The market is more saturated than ever, and your ideal customer will no doubt find someone else who says they do what you do, pull out their credit card and bam — you’ve lost them that easily.
The problem is, while there are plenty of people out there claiming to be the best of the best, they have no experience, results or testimonials to back it up.
And do you, a consummate expert in your field with years of unique experiences, really want to compete with hundreds of thousands of commodities who are all copying and pasting one another?
What goes viral today may be cringe-worthy next year — is that really worth damaging your credibility for a few new followers (who might not even be your ideal audience?)
If you’re anything like me and you value PROVEN, timeless strategies, authenticity and legitimacy- then you’d agree that the answer is no. If that’s the case, you need to make sure that the content you share online is only going to build your brand and authority — not tear it down. Because just as easily as someone may stumble upon your page and content, they can find someone else.
This is why I’m so passionate about teaching entrepreneurs how to leverage the idea of Conviction Marketing to stand out and build legacy bodies of work: brands that take the initiative to provide superior solutions. Brands that have people coming back again and again. And ultimately, brands they can look back on years down the road and be proud of.
In my latest book, Conviction Marketing, I discuss the truths behind the traps most business owners fall into these days, how to identify your differentiating beliefs to set yourself apart from the rest, share messaging that matters and follow through with an exceptional, superior solution for your clients — serving them at the highest level and creating a tribe mentality in the market along the way.
If you’re reading this and feeling worried because most of your content strategy has been “follow the leader”: don’t panic.
Many entrepreneurs fall into this trap by no fault of their own. So often we are taught to just “do what’s working,” to create a plan by doing market research, and following in the footsteps of other industry experts who seem to have it all figured out.
The problem is, that does nothing but solidify THEIR brand. Your framework for “success” is being formed by other people. And how do you create a revelation or disruption in your industry by doing what has already been done?
You can’t.
You’ll never build a category of one brand by hacking the algorithm. You do that by solving the urgent needs of your market with a unique, superior solution that no one has come to the table with, by educating your audience, inspiring them, and getting them behind your movement.
Conviction marketing is not about looking at what’s working and replicating it to the best of your ability. It’s about bringing a unique, prolific set of ideas to the market that are specific to YOU.
It’s creating new and improved outcomes for your customers by filling the gaps in your market and clearly communicating the “why” behind it.
Conviction marketing is unbelievably powerful, and it’s what creates the stickiness factor between people and your brand.
It’s what makes them keep coming back to YOUR store, make reservations at YOUR restaurant every Friday night, or watch YOUR series…over and over again.
Are you ready to find the multi-million dollar gap in your industry? If so, grab Conviction Marketing and get started building a brand with longevity.
