Microsoft Word - socp-mod-3-workbook.docx€¦ · Web viewModule 3 – Identifying & Gathering...

Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 970701www.marciabench.com 503-308-8179

Module 3 – Identifying & Gathering Your Tribe; Crafting Your Signature System


Sold Out Coaching ProgramsWith Business Mentor and Best Selling Author Marcia Bench

Checking In

How did your week go?

This Week’s Topics

Identifying Your Tribe

Gathering Your Tribe

Creating Your Signature System

Money & Mindset Focus This Week

Importance of clearing your energy

Chakra balancing

Releasing fear and negative emotions with grounding cord

Notes:


IDENTIFYING YOUR TRIBE

Two Ways to View Niche

Horizontal: your expertise Vertical: who you serve

Identifying Your Tribe/Inspired Community

Who they are: The people who have the problem you have solved, or are facing the pain you overcame in your Core Story

What a Core Story Is

A Core Story is a pivotal or life changing experience that influences you to such an extent that it causes you to want to help others overcome that situation or reach a similar goal to something over which you have triumphed.

Core stories usually arise from two types of experiences:

Extreme pain Extreme joy/victory (especially resolution of a long-standing issue)

Paradox

Smaller is better here

Don’t try to be everything to everyone!

What traits do they have?

Define them by demographics and psychographics


Target Market or Tribe?

In today’s market, people increasingly want a feeling of belonging to something – feeling connected. So your target market takes on an “x factor” now in that your audience will be gathering (even if virtually) around a common area of interest (your Core Story).

Think of your tribe as the ideally matched people that you were born to serve – and that in fact that is why you had the experiences that led to your Core Story! Whether you view the tribe as large or small, they are uniquely yours.

Following are some exercises to help you define who your Tribe is.

TIP: Your Tribe may be the very people you identified in the 4-question Life’s Work Formula exercise, when you asked yourself “Who would I most like to help, (and how)?”

Defining Your Tribe Exercise

Please complete the following exercises to clearly define your target market. As you do the exercises, ask yourself the question “Who am I here to serve?” And stay connected with both your head and your heart; your thinking and your intuition.

1. Industries in which I have worked (examples: software production, medical products sales, data processing, government, retail computer sales):


2. Positions I have held in past jobs (example: sales manager, production technician, plumber, consultant, vice president of international trade):

3. Communities, clubs, societies, religious organizations, or other groups in which I have connections:


4. Age group or a gender (male versus female) or any other special trait that I particularly resonate with:

5. My geographical area of preference, if any:

6. Religious, political, philosophical or other psychographic characteristics shared by the people I most enjoy serving, doing business with, or being around:


7. Traits my customers or clients would have if I could hand-pick them (and you can!):

NOTE: You may find it helpful to look at the Standard Occupational Classification list here to eliminate or select categories of businesses you want to target: http://siccode.com/en/siccode/list/directory And it can sometimes help to state who they don’t want to serve to get started!


Testing My Target Market

A. Specificity:Is my market specific enough that I can identify them

1. Professional association serving my target market (consult Gales Directory of Associations or National Trade and Professional Associations Directory):

2. Conferences my target market attends:


3. Trade journals, magazines, ezines, and other publications my target audience reads (see also www.srds.com – Standard Rate and Data Service):

4. Where my target audience lives:

5. Radio programs my target audience listens to (including www.blogtalkradio.com):

Marcia Bench Enterprises, LLC, 29030 SW Town Ctr Lp E #202-454, Wilsonville OR 1www.marciabench.co 503-308-

6. Television shows my target market watches:

7. Web sites my target audience visits (do Google search for your type of services):


B. Viability:

Are there enough of them to make a viable client pool? Check the resources below which you will consult to determine the size of your market:

Industry association surveys – contact the same associations you identified in defining your market to see if they have surveyed their membership and get access to that data.

Census data such as that contained at http://www.census.gov/

Labor force data at sites such as http://www.bls.gov

Keyword searches relating to what you plan to offer – how many are searching for that term/service? Use Google Suggest http://keywordtool.io/google-suggest and similar sites

Can I reach them with a moderate marketing budget? Email or online is cheapest! Could you do that plus postcard mailings, free teleseminars, etc.?

yes

no

Analyzing Your Competition (aka “Related Providers”)

Knowing the other providers in your marketspace, their products/services, their target markets, and how they bring those products/services to their customers will enable you to better define your own business niche and brand.

Your “competition” consists of three types of companies. Example: let’s say you own a gourmet coffee shop and your market is the metropolitan area of your city.

a. Direct providers: businesses with a similar mix of products and services to yours who are working with the same or different markets (example: other coffee shops)

b. Overlapping providers: businesses offering some of the same types of products/services as you, but not all -- so there is an overlap with your business (example: stores that sell coffee, but don't serve it)


c. Multidimensional providers: businesses offering what you offer -- and more (example: full-service restaurant or gourmet store OR a coffee shop with national market)

These three types of Related Providers are illustrated in the following diagram:

Example: In career coaching, Related Providers may include other career coaches and career counselors (“a” Related Providers), resume writers and interview coaches (“b” Related Providers), and outplacement firms as well as possibly the One Stop Centers offered in every major city and state (“c” Related Providers).

In addition, you will need to compare your business, feature by feature, with your key Related Providers to see how you stack up – and how to distinguish your business from theirs.

In the space below, list the businesses you consider to be your major Related Providers. Next to each, designate which of the three types they are -- a, b, or c.


LISTING YOUR RELATED PROVIDERS

Name Type

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Next, number your three key Related Providers with a 1, 2, and 3 by their name above. Now rank each of your three key Related Providers by doing a detailed inquiry into their business and how they do it. Rank them as 1 (poor), 2 (adequate) or 3 (excellent).

RANKING YOUR RELATED PROVIDERS

Factor My Business #1 #2 #3

Advertising, promotion

Appearance

Credit policy

Customer service


Experience/expertise/credentials

Image/reputation

Length of time in business

Location

Management/organization

Pricing

Product quality

Product selection/mix

Reliability

Sales methods

Use of space/staff

Web site appeal

OVERALL RANKING

How to Know

“Would a person in my target market or the general public view company x as being in the same or a similar business to mine?”

GATHERING YOUR TRIBE

Where Can You Find Them?

Web sites Blogs Blogtalk radio YouTube Conferences Facebook LinkedIn


Professional associations Online groups

Why Facebook

Is largest social media platform in the world with over 1 billion users

Also offers the most affordable targeted advertising platform

Encourages you to be yourself and share your daily life AND share you passionate business

How Most People Use Facebook

Family photos Parties Cars Events Quotes

What You Need to Do Instead to Use Facebook for Business

Cute is ok but avoid raunchy Have Facebook business page with CTA in header Keep your brand in mind with every post Have a Facebook goal and strategy


4 Stages of Client Engagement

It’s About Connecting!

Goal is engagement with like minded people – you want people (1) sharing, (2) commenting on and (3) liking your posts (in that order)

Avoid being overly promotional (turn-off!)

You do this through mixing up the types of posts you do throughout the week

Facebook Live

Video is preferred by customers and by Facebook as a mode of communication – it gets more exposure than any other method

It’s easy to do! Just go to your phone and start to post and the Live Video option will come up

Is best way for coaches to build connection quickly as people see and hear you

Suggested Weekly FB Posting Strategy

Daily share of an upbeat thought, quote or experience, with image (5/week) 3 days/week post a success story or post more directly related to your brand 1-2 invites to upcoming webinar or optin Power Post once a week where you tell an authentic story and invite engagement

List your posting strategy here:


Facebook Groups

Benefits of Facebook Groups

Easy/no risk Common interest Connection is immediate You can contact them more frequently Creates warm audience

Groups Are a Shortcut Through the 4 Stages of Client Engagement


How to Start Your Group

Choose a name that represents what your clients and prospects most desire

Follow the steps on the Facebook site: http://tinyurl.com/jwq9b6o

List below some ideas for names for your Facebook group:

Then What?

Start inviting people – copy/paste in Messenger or email

Ninja strategy: add invite to your group to every thank you page and to your web site!

Be sure to message people (you can use a standard message) to welcome them to the group too!

Ongoing Connection

Use the engagement strategies we talked about earlier

Connect DAILY with your tribe

Like and comment on their posts

Mix up posts, polls, videos and more


YOUR SIGNATURE SYSTEM

Pain and Pressure

If you only offer individual one-off sessions to clients:

– Revenue will be uneven (roller coaster)

– You’ll be working constantly to fill your pipeline

– You will get lower quality clients

The Answer

Create a system! (aka formula, blueprint, etc.)

Benefits of Signature System

No need to keep reinventing the wheel You become known for it (legacy) You can scale it to multiple streams Mixes passive and active revenue Easier to enroll clients/more tangible Higher quality clients/more committed Smooths out revenues

Defining Signature System

“…a predictable, replicable model for delivering your services – with a unique name that brands the system – to help the client or other user of your system reach a desired result and/or solve an important problem.”

--Marcia Bench

“The meaning of a brand is its most precious and irreplaceable asset…Meaning speaks to the feeling or intuitive side of the public; it creates an emotional affinity, allowing the more rational arguments to be heard.”

--Margaret Mark & Carol S. Pearson, The Hero and the Outlaw


Example: Inspirational Message Design Process

Scaled to…

Workbook and bonuses in best seller campaign Video series 8-week webinar class $997 Live event Inspire & Profit 6-month Mastermind Gold $397/mo., Platinum $997/mo. Business Breakthrough Intensives 12-month Mastermind $10,000/year

Creating YOUR System

What are the turning points in your Core Story?


Number them 1 to 5 (or no more than 8)

Diagram them in a cycle; do they describe a process?

Don’t Fall Prey To …

Common Barriers to ISS:

Taking your experiences for granted

Feeling like it has to be “one of a kind” (though it will)

Fear of sharing personal experiences

Wanting it to be “perfect”

An ISS is NOT…

A list of features A description of your target market Descriptors of your services

What All ISS’s Have In Common – the Hero’s Journey


Virtually every Signature System I have helped people create – or have benefited from myself! – has followed an archetype or “monomyth” known as the Hero’s Journey (see Fig. 5-7) which Joseph Campbell popularized in The Hero with a Thousand Faces as early as 1949, and Bill Moyers brought into the mainstream with his PBS television interviews of Campbell later on. But it is a cultural archetype that is embedded in each of our life lessons – and even more so when one is ready for deep transformation of the type you may be facilitating with your services.

The “Call to Adventure” is the feeling of discontentment – or outright pain – that you feel when a change is needed. It could be anything from an unfulfilling job to an auto accident or medical diagnosis; a frustration with an ongoing series of unsatisfying relationships to the death of a loved one. Suddenly, life as you knew it is no longer enough.

This leads to the Threshold – do you accept the call and be willing to look more deeply into its message, or do you reject it? As we discussed in chapter 2, rejecting it will lead to even further unhappiness.

Crossing the threshold into the zone of exploration, a Mentor or Helper often appears. (Indeed, I may be that mentor or helper for you in your Inspirational Thought Leader’s journey!) This person models the transformation you desire for you, and helps reassure you as you continue going deeper within yourself.

You will then encounter numerous Challenges – and perhaps Temptations (especially to try to go back to the way things were – but the road is no longer open to that!). Some attempts at a solution will not work, and you may feel even greater pain and discomfort.

Finally, you hit bottom – you reach the “Abyss.” You realize something that absolutely “rocks your world” – and suddenly see everything differently. You may realize that the accident gave you unusual and special insights or gifts, as Lea did. You may find that that last in a series of relationship breakups gave you the seeds of a new way of processing life changes, as Amy did. Or you may realize that what you thought was most important in life really doesn’t matter as much as you thought it did – as many people did during the recession of 2009 to 2011 as their job security, mortgage, home, and financial reserves disappeared.

This is the turning point. Now you have had a Revelation, you have been transformed. And you are ready to begin the upward momentum which requires that you integrate your newfound awareness into your daily life. If it was a new awareness about yourself or your life’s priorities, it may well have a widespread change in virtually every area of your life! But whether limited in scope or pervasive, this new awareness now becomes part of who you are.


The final stage of the Hero’s Journey is the Return. Now that you have learned the life lesson you came into your life to learn, and have incorporated it into who you are, it’s time to share it with others grappling with the same challenge. This is the point where you look behind you (figuratively) and find there are many people on their life journey that are now struggling in the way you were. Your compassion enables you to share your insights with them – in the form of your Signature System – and help shortcut their process, reduce their pain, and empower them to move through their journey with your reassurance as their mentor.

We diagram this cycle of transformation as a circle so that we can see the progression, downward until the abyss, and back upward through the return. But in addition, it can be thought of as a spiral: once you complete the Return at one level, it naturally leads into the next higher level of Call to Adventure – and your journey begins again.

This is why a Signature System is not the same as a list of bullet points, attributes, or agenda items. A true Signature System will communicate a process that is transformational. By the end of the cyclical process, the person (your customer, client, or supporter of your cause) will be different than when they began.

Not only will they have the tools they need to solve the problem with which they came to you– they will have changed in a deep, lasting and profound way.

Now…Give it a Name!

Combine key attributes

Check availability of domain

Test it with a group of your target market/tribe – does it mean what you want it to?

The name I’ll be using for my Signature System is (can just be your ideas at this point):


Is Your ISS Ready?

You’re excited!

What do you REALLY offer? (elevator speech)

“Oh really, how do you do that?”

You get consistently positive results

People start to seek you out

You build your brand into multiple products, services and variations of it

Your revenues multiply!

Do you have any questions?

Growth Work This Week

1. Create a description of your Tribe and post it on the FB group2. Start your Facebook group and let us know where to find it!3. Develop your posting strategy4. Create your Signature System and share5. Share your questions, successes and resources on the FB group!

For More Information

Contact Us www.MarciaBench.com

503-308-8179Your Facebook Group Too!

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