(dramatic music)
- Number six, specialized by profession.
Specialize by what?
- [Audience] Profession.
- Profession.
This is the most basic specialization
ideal for service professionals.
So it means identifying a niche
within a profession and owning it
through promotion and personal brand development.
Specialize by promotion.
Ah, by profession, sorry.
Specialize by profession.
Just a segment in the market place.
Let me give you an example, Ken?
Where's Ken?
- [Ken] Yeah
- Ken go to mic.
Applause for Ken.
(clapping)
So Ken is my business partner also an inner circle member.
So Ken, share with them before, what's your audience and
what did we do, and how we narrowed that down.
- [Ken] I've been in internet marketing for 17 years,
And I was just dealing with anybody that would deal with me.
In any area of business.
When I started working with Dan, actually I had...
a significant part of my business was already dealing with
real estate agents.
So Dan suggested that we form a company and specialize
only in doing internet marketing for real estate agents.
And suggested I wrote the book,
and I did write a book on it.
Now we have a new company.
We have a new business model.
And it's incredible.
So what else can I say, but we have a great offer
and it's going to make my business a lot more successful
and a lot easier.
- [Dan] Round of applause.
(clapping)
So as an example, instead of provide digital marketing
service for everybody, now we narrow it down to
we just want to serve real estate agents.
Is it a small market or is it a big market?
- [Audience] Big market.
- It's a big market.
It's a very big market.
When I met Ken, I said,
okay so you're serving all these people 80-20.
Tell me the majority of your clients.
I think Ken told me that 40-50% of the clients are
real estate agents.
I said okay, let's forget everybody else,
exclude everybody else.
Let's just do this.
So the company name that he had before was called
"Standard Marketing".
Standard Marketing.
How many find it a little bit flat?
- [Audience] Yes, yes
Okay, so now we just say top agents internet marketing.
I wonder if I tell you the company is now called
"Top Agent Internet Marketing",
Does that tell you who we serve?
- [Audience] Yes.
- It's just Bam.
It's just poof, right there.
And we have the book called "Sold".
Which is a very powerful image.
For a real estate professional, yes?
Sold, let me read you the sub headline,
which I came up with, by the way.
(laughing)
How top real estate agents are using the internet
to capture more leads and close more sales.
I just put that right in the headline.
If you're a plumber, are you going to read that book?
- [Audience] No.
- No, not our target market.
Real estate agent, oh that's interesting.
Let me read that, yes?
Think about that.
So that's one way.
Another one of my partner and also client for a long time.
Matt PB.
Again, we only provide digital marketing services
for specifically for audiologists.
Audiologists, hearing aids.
Medical professionals.
That's our niche.
Not that many of them.
But because we only provide our service to them,
we own the market.
We absolutely dominate the market.
We are the number one and the number two is like here.
Not even 10% of what we have.
We have been doing that for a long time.
We're just totally dominating their industry.
We have more clients, we charge more than anybody else,
and we provide a whole list of service just for that market.
Yes?
- [Audience Member] Can I ask a question?
- Yes.
- [Audience Member] Did you start locally and spread out
and now its really spread out?
- Good question.
So did I start locally.
- [Audience Member] Process of spreading out.
- So in this case, in this company it's North America.
Right from the get go, it's North America.
What we do is, behind the scenes,
we only work with certain clients in certain cities.
We turn the table around.
Instead of, oh, we do digital market, da da da.
We don't do that.
We say, you know what in each city, in each area,
each geographic area, we only work with one clinic.
You want it or you don't.
You don't want it, I call your competitor.
(laughing)
Makes it easy to sell.
(laughing)
Because we're recurring, we do recurring.
Our clients pay us anywhere from $2000-$3000 per month,
sometimes up to $5000 a month to do their marketing.
I just tell you, you know what, we have a deal,
a signed 12 month agreement.
After 12 months you can quit anytime.
Oh, by the way, just so you know,
if you stop and you cancel, we call the nearest clinic
(laughing)
of you, and they'll become a client.
So we actually have clients say, damn, you guys,
I'll just keep paying you my...
I just want to make sure my competitor
doesn't have you guys on their side.
Yes sir?
- [Audience Member] You're an expert in marketing (mumbling)
How do you, do you need to understand how
the specific business works?
And if so, how do you do that the most efficient way?
- Very good question.
In different niche, do I have to understand...
I'm not a realtor, right?
I'm not an audiologist, yes?
That doesn't mean that I don't understand the market.
My edge is I do more research and
study more than anybody else.
So although I'm not a real estate agent,
I can tell you I know the business inside and out.
I know their frustrations, what their pain points are.
What they're looking for.
I know their goals, their desires.
I know the language they use.
They feel like I'm one of them.
It's the only way.
Gary, just stand up.
Go to the mic.
A round of applause for Gary.
(clapping)
There is a lesson here as well.
Now Gary is a realtor.
One thing I tell Gary when you introduce yourself,
is the last thing you want to do when you introduce yourself
is say, "Hi, I'm a realtor."
What's the reaction?
So? It's good.
Hi, I'm a realtor.
What's the reaction, seriously?
(mumbling)
(laughing)
OK, so that's the problem.
You meet someone, I'm a mortgage broker.
I am a whatever.
Gary and I came up with the elevator pitch.
When I ask you, "Hey Gary, it's nice to meet you."
What do you do?
- [Gary] I'm a real estate professional.
I specialize in working with investors, where we generate
big profits through a buy and hold or,
buy and flip strategy.
I often generate long-term wealth
through a buy and hold strategy,
as well as various hedge fund strategies.
I go into more detail in my book,
"The book on Vancouver Real Estate".
- Round of applause
(clapping)
Now is that pretty clear who he serves?
- [Audience] Yes.
Bang on, you don't feel like he's just another realtor.
If I want to buy my first home, maybe,
maybe not, I don't know.
But he's very clear, I specialize in, you tell them,
in working with investors.
On either buy and flip, short-term, quick profit.
Or long-term wealth, buy and hold.
I go more in depth in my fucking book.
The book on Vancouver Real Estate.
Dude, I'm an author.
One little, a few paragraphs says a lot.
Why do I have him say I'm a real estate professional?
It's not, I'm a realtor.
The minute I say I'm a realtor,
you're going to try to sell me shit.
When I say I'm a real estate professional,
your mind opens up says what does that mean?
Are you an investor?
Are you a realtor?
What exactly do you do ?
It goes into, I specialize in da da da da.
Oh, interesting, hmm.
And you have a book.
Bam, right there.
Do you see the difference?
So many realtors out there.
So many realtors haven't even learned
how to talk about what they do
in a 30 second elevator pitch.
Make sense?
Round of applause.
(clapping)
Gary, stay right there.
One more thing.
So the point was, I'm not a realtor, yes?
So I work with Gary.
Gary do I understand the industry?
- [Gary] Oh definitely.
- Yeah, so I know the industry.
My edge is when I go into an industry,
information gathering.
I go nuts.
I read the publications.
I read the magazines.
I attend the trade shows.
I want to learn their language.
I talk to a ton of them.
I make a lot of notes.
That's how I win.
Data, other words intelligence,
will get as much intelligence about the market.
Your wealth is in direct proportion of
how well you understand your marketplace.
Write this down.
How much money you make is in direct proportion
of how well you know your marketplace.
For some of you, you've been in your marketplace
for a few years, you don't actually understand
your market that much.
Honest.
Okay, thanks Gary.
(clapping)