When you think about an “Influencer,” who comes to mind?
Most likely it’s someone you follow and admire.
But deep down you wonder…
“How do they do it?”
“Could I be like them one day?”
These people have loyal tribes…
Millions of followers, people who straight up ADORE them…
Thousands of likes and actual engagement on their Facebook and Instagram posts….
Daily shoutouts and retweets…
Hundreds of people tuning in for their latest Facebook live…
Affiliates lining up to sell their latest product or program…
They’re making millions and having a MASSIVE impact on people, their communities, and the world.
Have you ever wondered, “What is their secret?”
I’ll give you a hint.
Many of the top Influencers weren’t born into success or wealth. In fact, some of them grew up poor or working class and started out as nobodies.
They built everything they have from the ground up.
Which means that no matter where you’re starting from, you too can be become an Influencer, impact thousands, if not millions of people, and make money doing it.
Let’s break it down.
There is one key concept that the BIGGEST names have leveraged to get to where they are today…
Hosting exclusive masterminds in exotic locations like Bali…
Getting invitations to speak on stage at TED or Genius X…
Becoming New York Times Best Sellers…
Selling out tickets to their live in-person events the same day they go on sale…
And building a loyal tribe of raving fans who anxiously await their next product, program, or event.
They’ve leveraged the power of positioning.
In this article, I’m going to share what positioning is and how it affects your business. Most importantly, I’ll give you a couple of tools you can start using right away so you can better position yourself to stand out in the noisy marketplace.
So, what is positioning?
Positioning is how consumers compare you, or your brand, to your direct competitors or people in your space.
If a consumer lined you up with your competitors—where would you stand? Would you be top of mind or not even make the cut?
How To Stand Out In A Noisy Marketplace
There are 3 ways you can position yourself as different and unique so you can step into the spotlight and shadow the competition.
I like to use Aristotle and the Persuasion Triangle to demonstrate this:
1. Ethos (Your Values)
People like people who are like them.
This is your opportunity to share what you REALLY stand for.
Suzanne Evans says, “There’s no money in the middle.” When she goes to speak on a stage with an audience that doesn’t know her yet, she splits the room in half. She believes that 50% of the room is going to love her, and 50% is going to hate her.
That’s her strategy and it works.
You need to be polarizing. If you try to have EVERYBODY like you and play “in the middle,” you are in no man’s land where your message is going to get lost in the noise amongst everyone else’s.
What are your TOP values and morals? Get clear of them and take a stand for them. Communicate them.
The more narrow you can get with this, the better.
2. Pathos (Your Story)
When prospects read your social media posts, website copy, emails, or any content or copy you put out there, there’s a conversation going on in their mind and they CRAVE to feel understood.
You need to share your story. But not just the highlight reel. Your REAL, vulnerable story. They want to see that you’re just like them. That you have fears, you’ve had your back up against the wall, you’ve failed, and you’ve succeeded.
I have a saying: Emotion trumps logic, always. Meaning, we are emotional; we are story-making machines. We like to think that we’re rational but we are wired for connection and driven by our emotions.
One of the most powerful ways for us to connect is through story. Sharing our stories, stories of clients, stories from movies, books, and history. We can drive home the impact we want to make through story so much more than by using heady teachings.
It’s your job to engage your audience and meet them where they are at in that inner dialogue that’s going on and show them you understand them.
3. Logos (Logic/Reasoning)
Think mind, facts, stats, data.
Consumers need to know that YOU are the person who can help them.
Demonstrate your credibility by talking about the people who you’ve truly helped with your service or product.
Although we are driven by emotions, we still need logic and reasoning to put our brain at ease into why we feel the way we feel.
For example, a lot of the people that come to me for help share, “I saw that you’ve helped Dan Sullivan, Joe Polish, Brendon Burchard, Dean Graziosi, etc. and so I trust you… I’d like some help.” But when we hop on a call, I usually discover that it was the Ethos and Pathos (values + story) in our messaging that really spoke to them. But they didn’t know how to communicate that, so they led with the Logos.
You want to make it easy for people to be able to explain what it is that you do. So you want to train them what to say in a way that makes sense to them and gets them excited to share about who you are and what you do. So you want to include stats, data, case studies, and testimonials of your clients, the RESULTS that you get with who you help. This is critical and often missed.
Using these 3 areas (Ethos, Pathos, and Logos), you can get clear of your character and values, your deep-rooted why, and your credibility. This is KEY to connecting with your audience and positioning yourself as an Influencer.
How do you do this?
First and foremost, you have to think about your biggest differentiating factor. What makes you the best option on the market?
Here’s an example:
At Conscious Copy & Co. we believe there is copy and then there is conscious copy.
Copy is written words that sell.
Conscious Copy is written words that sell with integrity and authenticity. We separate ourselves from the other copywriters out there without haven’t to say that. We simply say, “There’s copy and then there’s conscious copy… which one do you want?”
We have helped our clients, people like Joe Polish, Brendon Burchard, Dan Sullivan, Team Johnson, Sally Hogshead, and many others amplify their message into the world using conscious copy.
If you don’t talk about what makes you different, then consumers will automatically dump you in a bucket with everyone else.
When you’re clear on who you are, who you serve, and how you serve them, you immediately position yourself as the go to in your niche.
Which makes choosing you over the competition a no brainer.
If you know that you’re the best in your industry, and yet, you don’t know how to communicate what you do in a way that makes people STOP and say, “I need that NOW!” … then I have a gift for you: