Be Remarkable Or Be Forgotten

So I'm re listening to an audiobook that I love. It's called We're All Weird. It's by Seth Godin. And basically the thesis of the book is that we've moved away from mass marketing. We've moved away from marketing to average people who want average things. And we need to move to the edges. We need to target the weird, and we need to get really specific about what we offer and who it's for. Now, most of us have heard this, and we understand logically that the more niche we get, the more people will attract that are a good fit. So it's made me wonder, why don't most people do it? And the truth is, most of us are scared of rejection. Most of us are afraid that if we put a stake in the ground, we know that we're going to lose some people's approval. And that approval is so important that we're not willing to be decisive about anything. And that's really unattractive. That's really unattractive because the most attractive thing you could ever do is say, here's who it's for. Here's who it's not for. And if you're one of the people it's for, great, I'm ready to help you. If it's not for you, that's fine. I really don't care. That's okay. And most people are so afraid to do that. But here's what you gotta realize. Making things that were vanilla, or having marketing messages that were vanilla in the past, that actually worked. But these days, authenticity and truth is so important in the marketplace that if you make things that are vanilla, you'll actually get rejected by everyone. Right? Like, if you're making something that's just okay and it's fine, you actually get rejected by everyone. So you have a choice. Either you don't put a stake in the ground around who you are and who you're here to serve and get rejected by everyone, or you say, here's who it's for, and you go to the edges. And you'd be really polarizing with your content and with your marketing messages and your coaching or consulting or whatever you offer. And some people say, okay, it's not for me. This doesn't resonate. But then the other people are raving fans. I got a letter in the mail from one of my clients, Jeff. You may have seen it. I posted it on Facebook. And it's just an unbelievable letter. And one reason is because Jeff is just an unbelievable guy. And the other reason is Because I'm really clear about who I want to work with. And that means that the people who end up with me typically are really, really good fits. And then they speak well of my work. So what you don't realize is not only is being polarizing and being niche more effective, but it's also more enjoyable when you actually get into the work, right? Or when the people buy your product or they invest in your service. You end up having people who will rave about your work. They'll do the things that you recommend that they do. They'll just be better clients overall. So when you're in an enrollment conversation and you kind of paint the red flags green, you see that this person really isn't a perfect fit for you. But you want the money, and you're coming from a place of scarcity that comes back to bite you in the ass, because now you got to get on the phone with that person every other week. Then they don't get the results that they want. So then your confidence goes down, and that makes you be even more vanilla and come from even more scarcity. My challenge to you is figure out what makes you different, what makes you weird. How can you amplify that? How can you become as alienating as possible and push out everyone who wouldn't be a good fit and then stand out as decisive and confident for the people who are really looking for what you have to offer? That's my challenge to you. Now, I'm leaving at Cornell. I'm on the road. I'm going to see my family and watch some wrestling. But please leave me any questions that you have so I can keep doing those videos. I can keep having prompts. All right, I love you all. Have a great weekend. Take care. Bye.