I’ve been thinking about how I want to position myself moving forward.
~ Do I want to be known for email marketing vs storyselling?
~ Do I want to niche down to food & beverage ecommerce?
~ Do I want to build a list of biz owners or marketers… or something else?
Then, I came across 2 insights from one of the most brilliant minds in the copywriting industry:
FIRST INSIGHT
“It is very hard to turn a stranger into a customer with marketing… but it is infinitely easier to use that same strategy to turn yourself into an authority figure in your industry, which makes selling to strangers a walk in the park.”
I find this true in my experience, too.
It is very hard to sell a product to a complete stranger through ads.
However…
It is much easier to sell ANYTHING when you can position yourself as the authority in the industry.
But how do I position myself as an authority?
This is where the second insight comes into play –
SECOND INSIGHT
“A real American never asks what’s in a hot dog. Stop talking to your ‘ideal clients.’ Because they don’t care how sausage is made. Instead, teach other sausage stores how to make a good sausage… and customers will automatically recognize you as the authority.”
This solves the dilemma I’ve been facing.
I’ve long realized that…
E-commerce owners do NOT care about the nitty-gritty.
They don’t want to “think” about email marketing… let alone learn about “how to write an effective story email.”
BUT –
If I can become the authority other email marketers seek to learn from…
Business owners will automatically see me as an authority, too.
And this is what I’ll be starting moving forward.
I’m going to show the sausage stores how to make a delicious sausage…
…to demonstrate to the “real customers” — the business owners — my expertise
…so that I become THE authority figure in email storyselling.
To your success,
– WYH