Andy Neary advises business owners to "stand out" by narrowing their target audience and crafting a direct, consistent message for that specific prospect. Using a personal anecdote from his professional baseball days, he warns that trying to be "all things to all people" makes you "vanilla" and irrelevant; instead, embrace a focused identity, accept that some people won't like your style, and prioritize connecting with the clients you actually want to serve.
Chapters
So I was coaching a client the other day. We got into a very interesting conversation. You see, we were working on crafting the target message for his target audience.
And then we started talking about how.
He'S going to take that message and then deliver it on social media through content.
And I noticed some hesitation because he was afraid to go too narrow with his message because he thought that he was going to lose prospecting opportunities as a result. And I told him, narrow is exactly where you need to go. If you try to be all things to all people with your message, you're just blah. You're vanilla. And at the end of the day, you're going to become irrelevant. It actually brought me back to my days playing professional baseball. You see, I had a certain flair, a certain style on the pitcher's mound in high school and college. But then when I got to pro baseball, I just wanted to fit in. I became very vanilla. I didn't stand out for the scouts. So as a result, I was irrelevant.
And it became very easy to cut me loose.
The same thing is happening for your business right now. You need to go narrow. Who is it you want to work with? Then you need to craft a message directly for that prospect. And guess what? Are there going to be people who don't like that message? Absolutely.
But you don't want to work with them anyways.
I have people tell me all the.
Time, andy, you know, people aren't going.
To take you so seriously if you're.
Delivering your content, your messages, in a.
T shirt and a baseball hat.
You know those people who like to.
Believe you should have that shirt and tie on. You're not going to be seen as an authority to them.
You know what? Good.
I don't want to work with them.
I want people who want to live.
Life, who want to grow their business. But you know what? They're also laid back enough that it's not about what you wear, it's about.
Who you are in the content that that comes out of your mouth.
My advice for you is to do the same thing.
Quit getting so focused on trying to be all things to all people. If you want to grow your business.
You have to put yourself out there. But the best advice I can give.
To you to stand out is figure.
Out who your target prospect is, who.
Is it you want to do business with, then craft a message for that person, and then consistently and repeatedly deliver that message over and over. If you do that, I promise you will never make a bad connection. And the people that resonate with your.
Message are going to be the people.
You want to work with.
So do me a favor. Go narrow. Figure out who your target audience is.
Deliver a message directly to them, and.
Your business and your pocketbook will thank you for it.
