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Go DEEP, not wide (sicko)
No, I ain’t giving you sex advice here.
My best advice there would be: “do as I say, not as I do”
In 2010, I was a brand spankin’ new business owner. Not an entrepreneur, but a business owner.
No idea what I was doing
Still feel that way, at times 😀
I had very little selling skills.
By “little”, I mean just about zero.
Well, except that time I sold weed in 2000, before I got busted 3 days into that “business venture”.
No joke, and that’s another story for another email.
In November of 2010, I was desperate for new business. ANY new business. If a business owner was willing to listen, I had what they needed….or so I foolishly thought.
I see people making this same mistake everyday (see image below)
This ad is calling out “women entrepreneurs — coaches, speakers, authors, consultants, experts and world changers”
That is A LOT of people.
This isn’t how you market effectively, online or offline.
And I know, because I did it for years.
And here is why….
The listed people above (coaches, speakers, authors, consultants, experts and world changers) all have different pain points & desires.
They all have different wants & needs.
They all have different problems they are facing.
You want to go DEEP (sex jokes aside 🙂
A better niche to target would be: first time authors.
First time authors have different problems compared to someone who’s published 6 books.
You could even go deeper and target: female first time authors.
Stop going wide, and go DEEP
Not only will your marketing/advertising slice through the noise like a warm knife cutting into butter, but it’s FAR easier to be a big fish in a small pond than it is being a small fish in a big pond.
If you’re a service provider, this allows you to command much higher fees as you are now looked at as a specialist, not a generalist.
Generalists fight for scraps at the $3 buffet
While specialists have Caviar for breakfast with champagne bubble baths (B.I.G.)
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This will STUNT your businesses growth.
I made this mistake for years, and still have trouble with it.
The solution is how Steve Jobs turned Apple around in the last 90s.
Yesterday, Christian, Amanda’s 14-year old son, brought home a fundraiser. It was a massive coupon book and is selling for $25. It’s close to 100 pages and there are probably 150+ businesses offering coupons.
It’s confusing, and we all know — a confused mind doesn’t buy.
There are too many choices.
Back in the late 90s, Steve Jobs was brought back to Apple (Yes, he was fired from HIS own company) to help save the failing tech company.
His managers were unable to explain why they had so many products, so Jobs asked, “Which ones do I tell my friends to buy?”
When he didn’t get a straight answer, Jobs reduced the product line by more than 70%.
Moving forward, Apple’s strategy was to produce FOUR products.
Have you been to Chili’s lately?
The menu looks like an encyclopedia. There are way too many choices. They were once known as a Southwestern restaurant, and now offer just about anything you can imagine.
And the quality has suffered, in my opinion.
This applies to your business, too.
If you offer professional services, think about trimming it down to a few and be the best in the industry at those services.
If you offer products, think about trimming your product line down, and only offer the best of the best.
Yesterday, it was reported Apple hit a market cap of $775 BILLION.
Maybe the guy that made black turtlenecks famous was on to something.
Unfortunately, the main message of the book, cash in on your passion, didn’t resonate with me, until recently.
This website/podcast is basically my experiment to prove that you CAN build something around a passion, on a budget, while being a stay-at-home-Dadpreneuer.
And this post is to show you how I am going to document it (the good, bad & ugly) using Instagram Stories.
The History of NeverSettle.co
This was a Shopify store I launched in December of 2015.
Like a lot of my other busienss ventures over the last few years — it failed.
And for a lot of the same reasons — I wasn’t 100% committed to it, was inpatient, & was juggling a few other ventures. I wasn’t all in. This is a huge problem I see everyday in the online marketer space, and I’ll write about that in the future.
It was a t-shirt store, where I tried selling CrossFit, wine, political, & motivational t-shirts. I know, pretty damn random, but was chasing the trends.
I basically designed shirts that I liked/wanted (and not many others did). All in all, I think I did about $500 in sales, and sold around 18-20 shirts in total.
And I bought 8 of them.
So I was my own biggest customer. Not really the best business model.
In fact, I am wearing one of them right now…
I fell in love with the domain, and knew I wanted to do something with it…eventually.
I had 2 people email me last summer offering to purchase it….
Honestly, that made me realize I had something people wanted, so I re-newed the domain last December.
I wasn’t sure of the direction until the last couple weeks while discussing ideas with my friend Conrad.
Then last week, I told myself — May 1st, I am burning the boats and going ALL IN with Never Settle!
Document vs. Create
I am not a big Instagram user. I actually just signed up for it last fall to share pictures of a family trip back to Michigan.
There are so many accounts using software to automate follows, hearts & comments. I can’t stand that.
As you can see below, not too active…
I am sharing this as I want to reference back to the image in 30 days to see what this little experiment does for my follower count.
Yesterday, I read a post in a Facebook group about how a guy is using Instagram stories to document his day — a Dad of 2 & who is new to online marketing.
I am a Dad of 2, and just launched this website/podcast.
He referenced Gary Vaynerchuk, and Gary coined the term “Document, don’t create.
Here is the video about him discussing documenting vs creating…
This is a passion project of mine.
The current goal for this brand is: To lead, inspire & motivate Dads, who are stuck in the 9-5, to build a thriving online empire, leave a lasting legacy, while spending more quality time with their families.
Using Instagram Stories
Yesterday, I pulled out my phone and recorded my first Instagram story.
Took me about 17 damn takes, but I did it.
I took videos & photos of my day — documenting my journey as a stay-at-home-Dadprenuer and working on this project.
Now I will admit, yesterday was more about the highlights, but will be sharing both — the triumphs & the struggles of everyday life as a Dadprenuer.
It ain’t all sunshine & rainbows when building an online business, although a lot of people will sell you courses/coaching that is it easy.
I took all the photos & videos and uploaded them to Quik, a really cool, and extremely easy to use, video editing software.
Here is the video I createdyesterday…
I then share the video to these channels…
Instagram profile with appropriate hashtags
Personal Facebook profile
I think this is a great way to story tell, hence the name Instagram stories. However, adding the Quik app, and creating mini movies, takes it to another level. The video is only a minute long, so very easy to consume. I’m probaly goign to aim for 60% (business)/40% (family/life) split going forward. And not just focus on the highlights, but talk about the struggles as well, in both business and at home.
It was a lot of fun to do, and for some reason, found myself to actually be MORE productive. Well, minus the time I spent playing around with the damn app, as that was time consuming, but it was like getting a new toy for Christmas.