(dramatic music)
- When I'm excited I share more stuff, it's a good thing.
So now we've talked about some very
basic fundamental concepts of personal branding,
so we now dive into some more advanced stuff.
Now for some of you after tonight
your mind will be like, like this,
I mean your brain.
You'll see, it's not material you get
in quality anywhere else, this is all
just coming from my own experience.
So Million Dollar Personal Branding Strategy
Number Two is called Specialization.
What is it?
- [Audience Members] Specialization.
- We kind of touched on it a little bit, specialization.
So brands grow by specialization.
- [Man] Oh yeah they do.
- Specialization means carefully choosing a target market
and developing your products and services
and business model to meet its needs.
So if everyone is your customer nobody is your customer.
- [Man] Oh okay.
- You want to select a sector in the marketplace
who you want to serve, who do you want to serve?
So,
remember sales includes,
marketing and branding excludes.
Repeat after me, sales includes,
marketing and branding excludes.
So in sales we all learn that,
the more presentations you make,
the more sales pitch you make,
the more sales you will close.
In marketing and branding the exact opposite is true.
The more focused your audience,
the more focused your energies,
the more business you generate.
Be more powerful and say, "You know what?
"Here's what I do."
Versus, "Oh, I'm a creative genius."
No, film,
video,
cinema,
okay, you just narrowed that,
and you can even narrow that even further.
Very very powerful, because when you are talking
with a potential client, when they can see
that you specialize in this,
when they interact with you, "Oh,
"you exactly who I'm looking for 'cause you serve my niche."
So let me give you an example.
If I have a
time management program,
let's say an online program on time management,
download some videos and stuff like that,
how much can I sell that for?
How much can I sell that for,
online training, time management?
- [Audience Member] $97.
- $97, is that fair, yes?
97 bucks, okay.
So what about time management for entrepreneurs?
How much can I sell that for.
- [Audience Member] 499.
- 499, okay, maybe 299, maybe 499,
but a little bit more, right?
What about time management for a dentist?
How much can I sell that for?
How much?
- [Man] $19,997.
- 19 (chuckles), you've been to my high ticket workshop.
(audience laughter) Anyway, no,
but seriously how much?
- [Woman] 9,000 bucks.
- A thousand bucks, 995, is that fair?
What about time management, what the hell just happened?
- [Talk Attendee] It's suspense, it's for the suspense.
- Time management for dentists with multiple offices?
- [Man] Now we're talking.
- Now we're talking.
- [Man] Five grand.
- Five gran, same shit!
It's the same content.
If I'm making, if I'm creating the program,
I just add dentists with multiple offices,
at the end of whatever I'm saying,
I can sell about five grand versus $200.
That's the power of specialization.
Are you getting it?
Very powerful.
So Lokism, "The more often you reject clients
"you don't really want you attract
"the clients you really want.
"If you try to create your brand
"being all things to all people,
"it'll end up being nothing to anyone."
The more often you reject the clients you don't want.
I'm very clear of who I want
and I'm very clear of what I don't want.
Yes, question?
What's your name?
- [Bryce] My name's Bryce Kelly.
- Bryce?
Hi Bryce.
- [Audience Members] Hi Bryce.
- Nice to meet you man.
- [Bryce] You too.
I'm wondering what if there's not enough
volume in your marketplace to sell to.
- Get more to your marketplace,
who is the market you want to sell to?
- [Bryce] For us in particular
we've done a lot of nonprofit videos.
So we work for nonprofit organizations.
So there's not enough nonprofits in Vancouver.
- Yes, can you sell a nonprofit outside of Vancouver?
- [Bryce] You could.
- Okay, so if the niche you're choosing,
you have to consider how big is that niche?
Are you thinking local, are you thinking national,
or are you thinking global?
So if just Vancouver, not big enough,
not enough prospects for you.
But if it's Canada, little bit better.
So that may be a business model issue
that how can I structure my business in a way
that I could serve people remotely or even North America?
So it's a business model issue
not so much a niche issue, okay?
Round of applause.
(audience laughter) Okay, very cool.
- [Narrator] 10 times your finances.
10 times your business.
10 times your marketing.
10 times your life.
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