Chapter 17

You've Found Your WHAT. . .Now What?!

You were born to win. But to be a winner, you must plan to win, prepare to win, and expect to win.

—Hilary Hinton “Zig” Ziglar

Identifying your WHAT may bring you a sense of purpose more powerful than you could have ever imagined. Life without purpose is frightening, yet most people drift along directionless, going wherever the road happens to take them. Now that you've found your WHAT, your personal GPS resides at the forefront of your soul. It's there to call upon whenever you feel lost.

That said, it's unrealistic to instantly start a new career pursuing your WHAT. To bring your WHAT to fruition you'll need to:

• Identify your target market
• Nail your niche
• Create a winning game plan
• Begin a patient but steady transition

Your degree of fulfillment and success will largely depend on your ability to address each of these requirements. Let's take a closer look at how to identify your target market.

Find Those Who Are Waiting for You

Marketing success is a byproduct of micromarketing. No matter how tiny you believe your niche might be, there's probably sufficient demand to establish a thriving enterprise. Did you know that there are more than 100,000 people who identify themselves as left-handed quilters? Or that there are vendors who sell wigs for cats and dogs? Or that a decade-old sandwich that appeared to contain the image of the Virgin Mary sold for $28,000? Whoever your target audience is, they're ready and waiting for you to add value to their lives.

That said, connecting with your potential customers at precisely the right time they're interested in your message is highly challenging. While the “If you build it, they will come” approach worked for Kevin Costner's character in Field of Dreams, it seldom does in real life.

To create a sustainable business, you need to fully understand who your audience is, how they define themselves, what they need, how to reach them, and how to most effectively communicate with and persuade them to purchase your products and/or services. You can accomplish this using a variety of research tools, ranging from Google and social media to surveys and the tools available at your local library.

The more information you have, the easier it'll be to practice precision targeting (vs. a shotgun approach). This will save you time and money, maximizing your return on investment.

The following are key demographic details about your target market you'll eventually need to pinpoint. Fill in what you know now, and complete the rest as you learn more over time:

Fully completing your target market profile will take time and effort, but it'll put you miles ahead in the game. Few marketers invest in collecting such data and that's largely why most businesses fail.

Another important component of your profile is identifying your audience's frustrations, worries, and needs. Once you truly understand your market, you'll be in a position to convert prospects into lifelong customers. Do your best to fill in the following (modifying details as needed):

Don't be concerned about how much or little you're able to answer right now. This exercise is designed to open your mind to the possibilities of nailing your audience profile and shifting from shooting bats in the dark to catching fish in a barrel.

Data, information, and demographic details are your most valuable weapons in your marketing arsenal. An effective marketer has the answers before writing copy, placing ads, and seeking customers.

Too many business owners are ready to write checks long before they're ready to cash them. Don't make that mistake.

Creating a Postcard for Your Business

A good way to think more clearly about your business is to fit it onto a postcard. Because the space is so limited, this forces you to identify clearly and concisely the essence of what you're offering to your target market.

For example, imagine a one-sentence headline in the top left-hand corner of the front of a postcard that immediately captures the interest of your prospects by addressing their single biggest need. Also consider the demographic details that represent to whom your postcard will be sent. Figure 17.1 shows an example.

Figure 17.1 Sample Completed Postcard Front

Now create your own front side of a postcard using the template shown in Figure 17.2

Figure 17.2 Template for Your Postcard Front

Next, we'll flip over to the back of the postcard. It should contain a killer headline, important details that spark interest to learn more, and a shroud of mystery that requires action in order to receive an answer. It's a delicate balance that few execute well. That's why the world's best copywriters earn extraordinary fees as masters of their craft.

Let's break down the core components of an effective marketing message.

Headline

Your headline is the single most important component of your marketing campaign. An effective headline should serve as both the hook to cultivate interest and as incentive for the reader to take immediate action. Consider the following headline from Susan G. Komen for The Cure, which captures immediate interest and also spurs the reader to take immediate action:

Help cure breast cancer and save women's lives.

For the dual audiences of women with breast cancer and those who want to help women with breast cancer, this is a brilliant headline. It's clear, concise, and to the point. Best of all, it includes an implied call to action—when you read it, you're subtly made to feel that if you don't take action you don't really care about curing breast cancer or saving women's lives. The result is a high response rate.

In its ad for QuietComfort 15 Acoustic Noise Cancelling headphones, Bose uses this headline:

You'll love what you hear…and what you don't.

In just nine words, the headline makes clear it's targeting audiophiles who want to “hear music in all of its glory without the distraction of background noise” and “perhaps even discover new depths and subtleties.” These headphones aren't for everyone; the ad later offers “12 easy payments,” so the price for such extraordinary technology is high. On the up side, this creates a cache for its owners. This well-crafted headline matches its target audience's internal dialogue.

Think about what an effective headline might be for your marketing message and write it on the lines that follow:

Body

Your body text reinforces your headline and also provides additional details relevant to your audience's needs. Put another way, the headline (or hook) captures attention and the body maintains it.

In the Susan G. Komen ad, the body describes three women, Alantheia, Sonia, and Marian, who “received support that helped each woman afford her screenings and surgeries.” The ad then introduces Bridget, who Komen “helped find a doctor who actually believes she has a fighting chance.” This language is powerful and moves the reader towards taking action.

The Bose ad establishes its competitive advantage by stating that “no other headphones offer you the same combination of less noise, lifelike music, lasting quality, and a comfortable fit.” It also provides social proof via an endorsement from one of its customers, Murray Hill of Canada.com, who says, “These are fabulous.”

Of all the elements for enhancing the body of your message, social proof may be the most powerful. When existing customers come forward to highly recommend you, your audience tends to feel a lot more comfortable about opening their wallets to make a positive purchase decision.

Create the body of your postcard, including social proof, and write it in the space that follows:

Call to Action

No effective marketing message is complete without the inclusion of a specific call to action, which instructs customers on how to take the next step. Whether it's “To order or learn more: 1-800-xxx or visit Bose.com/America,” “Visit komen.org,” or “Receive a free brochure and a $500 discount off your next purchase by…,” the goal is to transform the audience from neutral observer to active participant.

The degree to which a potential customer becomes actively involved with your marketing is known as his engagement level. The greater the engagement, the more likely it is he'll turn into a paying customer. Your marketing should therefore provide strong incentives for taking action. Effective call-to-action strategies include:

• Coupons (“$200 off for mentioning this ad”)
• Risk-free trials (“Try it for free for 30 days. Don't like it? Send it back, no questions asked.”)
• Interest-free financing (“12 easy payments with no interest charges”)
• Bonuses (“Buy one and we'll send you another one free if you order by this date.”)
• Time-sensitive offers (“This offer expires March 30th.”)
• Third-party benefits (“Earn 1,200 AA Advantage miles from Bose when you order.”)
• Related products and services (“Receive a free 30-minute phone consultation with one of our licensed tech gurus with your order.”)
• Freebies (“Visit www.InternetProphets.com/free to download your free copy now!”)

Your call-to-action should also include a tracking code (e.g., a unique URL such as www.TheReinventionWorkshop.com/postcard) so you can monitor the effectiveness of your marketing efforts.

Think about what your call-to-action might be and write it below:

A completed back of a postcard might look like Figure 17.4.

Complete your own back of the postcard using the template discussed. The Headline goes first, followed by the Body, and then the Call to Action.

Once you've identified your target market and created your audience profile, there are numerous free and low-cost tools you can use to reach your customers. Many answers to the question “How do I share my Gifts with the world without going broke?” can be found in my award-winning book, Internet Prophets: The World's Leading Experts Reveal How to Profit Online. Grab your free copy of the entire book at www.InternetProphets.com/free or by scanning the QR code (Figure 17.3).

Figure 17.3 Scan the QR Code For Your Free Copy of Internet Prophets

Figure 17.4 Sample Completed Postcard Back

Nail Your Niche

Avoid working in commodity-driven markets where price is king, and service and originality means almost nothing, as this will inevitably lead to frustration.

George Washington Carver said, “When you can do the common things in life in an uncommon way, you will command the attention of the world.” To become one-of-a-kind as opposed to one-of-many, create your own market, establish yourself as the only choice within your defined area of expertise, charge a premium for your services—and have the world knocking down your door to benefit from your unique talents.

By identifying your WHAT, you've taken the first step towards achieving greatness, but you must also decide how to use your Gift in a focused way. Let's look at three examples that illustrate the importance of focus.

Café Du Monde's Beignets

Café Du Monde in New Orleans is known for one item—beignets. A beignet (which is French for “doughnut”) is a square piece of fried dough covered in powdered sugar. One order consists of three pieces and costs $2.36. Established in 1862 in New Orleans' French Market, Café Du Monde is open 24 hours a day, 7 days a week (with the exception of Christmas and the occasional hurricane). Its entire menu consists of beignets, dark roasted coffee and chicory, white and chocolate milk, fresh-squeezed orange juice, and soft drinks. By focusing on one ordinary thing—essentially a fancy doughnut—and producing it in an extraordinary manner, this vendor has achieved remarkable success.

Allstar Electrical Services

Allstar Electrical Services in Denver, Colorado, has been in business since 2000 and earned an A rating on Angie's List. Allstar concentrates on residential and commercial work, with a focus on repairs and remodeling.

“We're experts in electrical installation for residential and commercial jobs, both indoors and outdoors, and focus on remodeling and repairs,” says owner Gary Stone. “We don't do framing, drywall, plumbing, heating, roofing or windows. We do electrical work, and we do it better than anyone.” While there's a natural urge to expand offerings to take on a broader scope of work, Stone resists such temptation by concentrating on what he does best—electrical work—and continues to grow his business as a result.

Sean Rich of Tortuga Trading

Sean Rich is the President and CEO of Tortuga Trading in Carlsbad, California. The company specializes in antique arms and armament from all over the world, concentrating on the sixteenth through nineteenth centuries. Sean's love for the past began at age 10 when he acquired his first antique weapon. Over the years, he's participated in numerous archaeological digs. He was designated New Jersey's state representative for Gulf Coast Rare Coins and Investments, specializing in treasure recovered from the Spanish Galleon Atocha and 1715 Plate Fleet.

Sean's expertise led to a three-year stint as a weapons consultant for Walt Disney Studios' Second Mate Productions, covering the second and third Pirates of the Caribbean movies. In 2009, Sean began working as an antique arms and armament specialist for Leftfield Pictures, the production company of numerous series including The History Channel's Pawn Stars. Whenever rare arms or armament from the sixteenth through nineteenth centuries show up at the pawnshop, the owners automatically call Sean. By becoming an expert in a specific field, Sean has created his own market, is able to charge a premium for it, and has the world knocking down his door to pay for what comes most naturally to him…his WHAT.

This is your goal. Do one thing, do it better than anyone else, and get paid extraordinarily well for your talent.

Think about the most successful people you know—the lawyer who takes on only fathers' rights cases, the dentist who specializes in pediatric root canals, the teacher who focuses on troubled teens. They've all become experts in one specific arena, dedicated their lives to it, and are compensated at levels far superior to those of their counterparts.

Getting to this point, however, is a journey.

It took me years to recognize that while business and personal development are my fields of interest, my WHAT is helping people NICHETIZE!—that is, identify their WHAT and teach them how to monetize it.

Many doctors begin as general practitioners before deciding on their specialty. The majority of successful entrepreneurs endured multiple business failures before creating ventures that make the most of their passion. You will undergo a similar process.

To pursue the WHAT you've identified, take the next steps: create a winning game plan, and begin a patient but steady transition.

The Game Plan

John Wooden is the greatest college basketball coach in history. As head coach of the UCLA Bruins from 1948 to 1975, Wooden led the Bruins to an unprecedented 10 NCAA titles, four perfect 30-0 seasons, and a record winning streak of 88 games. Wooden attributes much of his success to his unwavering mantra:

“Failure to prepare is preparing to fail.”

As UCLA amassed victory after victory, Coach Wooden refused to rest on his laurels. He prepared a detailed game plan for each opponent while visualizing his intended outcome. Every season, Coach Wooden's ultimate objective was to win the national championship. This required his team to be victorious as often as possible during the regular season and to win each tournament game. It also meant that each individual player had to outperform his counterpart.

His players understood this. They recognized that the result of each play had meaningful impact on whether or not UCLA would win the NCAA Championship. In other words, they all stayed focused on their ultimate objective and took steps on a day-by-day and moment-by-moment basis to achieve it.

You should adopt a similar strategy in pursuit of your WHAT. In order to reach the top of the mountain, there are three critical steps you'll need to take.

Identify Your Ultimate Objective

Steve Jobs said, “We're here to put a dent in the universe.” Be clear on your objective and maintain laser-like focus on making it happen.

Imagine what living your WHAT will look and feel like. The more vividly you can create a mental scene of your goal, the more likely you are to realize it.

Add details to the scene by asking yourself such questions as:

• What city am I living in?
• Do I travel? If so, how often?
• Do I work solo from home or in a large office with hundreds of colleagues?
• Do I have employees who report to me? If so, how many?
• How much money do I make?
• Am I famous?
• How large is my audience?
• Who are my clients?
• What extraordinary things am I going to do with my WHAT?

Think about what's most important to you and write down your Ultimate Objective in the space that follows:

Identify the Steps That Lead to Your Ultimate Objective

Pursuing your WHAT may seem like an overwhelming task. Breaking the process down into small steps you can readily envision will make it feel more concrete and achievable.

For example, after discovering her WHAT, a participant in The Reinvention Workshop identified her Ultimate Objective as teaching a spirituality writing class. We defined the steps required to reach that goal:

Can you develop a comprehensive plan that will remain effective in every aspect years from now? Of course not, because the other side of the coin is John Lennon's famous observation:

“Life is what happens to you while you're busy making other plans.”

Just because life is unpredictable doesn't mean you shouldn't have plans, though. It simply means that you should be flexible and adaptable, and always ready to change in response to the unexpected.

With this in mind, I want you to identify the steps that lead to your Ultimate Objective. Your final goal, naturally, is to reach it. So write your Ultimate Objective on the first line and work backwards to identify the first step, which should be something you can begin doing today.

Many find that working backwards is easier than starting with the present. If you prefer to start with today and work forward, that's fine too.

Then again, if this process is making little sense and you feel too overwhelmed to start, put down this book and embrace all the ways the world is eager to help. Buy books on your subject matter, take classes, hire a coach, intern, join a free group, and/or apprentice yourself to a mentor.

And use the Internet. It offers information on almost anything you can think of—there are even free online videos on how to break into most major professions. Someone who's already living out your WHAT is probably writing a free blog and selling a newsletter, book, or DVD full of helpful information.

In other words, you don't have to start completely from scratch. Find people who are doing what you want to do and shadow them until you figure out their process.

Once you're ready to identify the steps required to reach your Ultimate Objective, please write them on the lines that follow. While this will be just a first draft, it'll inspire you to reach your Ultimate Objective by breaking the process down into manageable pieces.

Becoming who you were born to be requires a great deal of effort. Having some sense of the path you'll be traveling will help you prepare for whatever you might face along the way. By defining the steps required to reach your Ultimate Objective, you substantially increase the odds of it happening.

Begin

This may sound easy enough, but I can't overemphasize its importance. All the planning in the world is worthless until you start acting on those plans.

Your first small step towards achieving your Ultimate Objective is actually a monumental leap forward…because you've now entered The Transition.

The Transition

While finding your WHAT and creating your game plan are crucial turning points, you won't magically turn into a master of your chosen field. The transition to living your WHAT takes time. It's within this period of advancing from where you are now to where you want to be that you'll make yourself humble and vulnerable, take risks, learn your trade, hone your skills, and solidify your understanding of what it means to live out your WHAT on a daily basis.

Your transition will be a work in progress. It's not unusual to modify a life plan several times as you move from your mental destination to reality. Be patient as you learn and develop your skills.

Meanwhile, don't quit your day job or kill a cash-producing cow. If you were a real estate developer in your former career and own a three-flat that generates monthly income, keep it. Simply because you're on a new quest doesn't require you to take drastic measures. Earn while you learn. Then gradually begin shifting your schedule to invest more and more time on your WHAT.

While working towards your WHAT, you may be pleasantly surprised at how issues that once bothered you lose much of their impact.

I think of the transition as an evolving recipe. Today your recipe is 100 parts current vocation and 0 parts WHAT. After you earn your first dollar from your WHAT, your recipe shifts to 99.9 parts current vocation and .1 parts WHAT.

If you stay focused on your Ultimate Objective, at some point you'll reach 70 parts WHAT and 30 parts current vocation, or 80 parts WHAT and 20 parts current vocation. You'll know when it's time to cut the rope.

Nothing worthwhile comes without its challenges. You may need to intern, take on whatever jobs you can to pay the bills, and sacrifice to get there. But as pointed out by nationally syndicated radio host Dave Ramsey in his book The Total Money Makeover, “If you will live like no one else, later you can live like no one else.”

Meanwhile, stay focused on your game plan, talk to everyone you know about it, latch onto a mentor (or two), and maintain a positive frame of mind. You'll soon be like a Moto Guzzi on a straightaway…nothing will slow you down unless you apply the brakes.

Fulfilling your WHAT as your full-time vocation is now in sight. Commit to making it happen, and in time it will.

A Final Thought About Your WHAT

Every year Parade magazine runs a cover story titled “What People Earn” that shows a broad range of people in different professions and their annual salaries. It's a well-done snapshot of American employment—and its information is shocking.

A farmhand in Iowa might make $25,000 a year. Meanwhile, a professional tennis player could be pulling down $35 million. What's especially intriguing is that the people earning the most money are those about whom others might say, “They're not working very hard.”

Famous actors, great athletes, acclaimed CEOs, and other stars actually put in a tremendous number of hours to master their professions. But to those who break their backs to make $25,000 a year, those at the top often appear to be having a picnic in the park while getting paid a fortune to do so.

That's actually the beauty of achieving your WHAT. Work should be fun, and you should be paid extraordinarily well for it.

Your goal is for your work to directly reflect who you inherently are. When this happens, what you may perceive as an avocation will become your vocation, and your life will become a vacation.

Are you ready?

You've Found Your WHAT…Now What?!—Takeaways

• You deserve to reap extraordinary financial rewards for doing what you were born to do.
• To achieve your WHAT:
  • Identify your target market.
  • Nail your niche.
  • Create a winning game plan.
  • Begin a patient but steady transition.
• As John Wooden said, “Failure to prepare is preparing to fail.”
• As Steve Jobs said, “We're here to put a dent in the universe.”
• As John Lennon said, “Life is what happens to you while you're busy making other plans.”
• Identify your Ultimate Objective, define the steps that lead to your Ultimate Objective…and begin.
• Someone has already forged the path for you—follow it.
• Discuss your game plan with others.
• Turn what you may perceive as an avocation into your vocation—and get ready for life to become a vacation.

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