By the Ocean
Sunny 77 Degrees
8:05 a.m.
If you position yourself as a doer of a thing (copywriter, web designer), you are a middleman. You might make a lot of money…even for a while…
…but the way markets develop, middlemen are eventually transformed into commodities.
“How much is it” and “how fast can you get it done” are questions from prospective buyers that don’t lead to success. They lead to more work for less.
So if you’re currently focusing your marketing on communicating WHAT YOU DO, you’re on a road that could get pretty tough.
What you do is a means to an end for a prospective buyer.
They’re only paying you for it because they hope to get the thing the “doing” can bring to them. If they could get that directly, they wouldn’t need you!
So it makes sense that you figure out how to offer a specific result to a specific group of people where “what you do” becomes nothing more than a vehicle to what they really want. You don’t advertise the vehicle, you advertise the result!
When they buy without even knowing what it is exactly that you’re going to do, you know you’ve got it right!
This is a puzzle that is often a challenge to figure out. Not because there are too few options but because there are too many.
If you’re a copywriter, you could spend your days being TOLD what result to deliver. “We want to sell $50 million dollars of this goop.” “We need to move 4,000 units of this gizmo just to break even.”
Or…
YOU could choose a result where copywriting is the primary method for generating that result. Generating clients for cosmetic surgery is a valuable result desired by a specific group of people with MONEY. That’s just one tiny example.
When you become known for generating a specific result for a specific group of people in a specific and unique way, you become a market of one.
The best part about that is you become the source of a thing that no one else can deliver in quite the same way. The second best thing is that, in a market of one, there’s no middleman!
What result can you help the world achieve? Which people in the world can you help? What does that look like? How does it work? What’s it called? How much do you want for it?
Don’t look for a box to jump in. That’s what the Matrix trains you to do.
It’s much more powerful to make a box that is perfectly aligned with what your buyers actually want.