The only 4 things that matter in your business of attracting and serving customers are:

The Anchor: What Keeps You Grounded

In your business, your Anchor keeps you steady in the storm.  It’s your “why,” your purpose.  When the waves crash, the winds swirl, and you’re surrounded by chaos, the Anchor keeps you grounded.

There is a reason you do what you do.  There is a reason you’re in the business you’re in, and why you serve the people you serve.

Companies that have a clear Anchor know their purpose, their “why,” whom they serve and how they serve them.

The Catch: Understand Your Market

Once you have a clearly defined Anchor, you can then look out into the great blue ocean and find the Catch.  This is the market you serve; your customers. When you’re deciding your ideal customer, ask yourself:

  1. Where are they?
  2. What do they want? 
  3. What is their pain?
  4. How can I serve them?

If you don’t have clarity in your Catch (especially their pain points) I encourage you to pause, set the Anchor, and define that in your business.

The Bait: Sell Them What They Want

Having honed in on your Catch, the next step is the Bait.  This is your product or service you have to offer the market.  Truly understanding your market make this the easy part.

Understanding their pain will put you in a position to uniquely craft a product/service that specifically addresses and resolves that pain.

What keeps them up at night?  What do they really want?  How can you help alleviate that pain and brighten their future?

The Technique: Reeling Them In

If you’ve been in business for any amount of time you know that there is 1 more piece you need.

If you were a crab fisherman, your Anchor is, “I want to catch crab, work 2 months out of the year, and provide for my family.”  Your Catch is, well…crab, and they live in the ocean. The Bait is a Cod Smoothie.

But a tourist can’t jump on a plane to Alaska, climb aboard a chartered crab boat, sail out into the cold, dark night and toss a hook into the water with a Cod Smoothie attached, and actually catch a crab.

Why not?

They’re missing the key component: technique.

Technique is how you do what you do.  It’s your secret sauce.  Your proprietary process.

Though there may be many competitors in your field, there’s only one YOU.  Doing business how you do it, the way you do it.  You are completely unique in your Technique.

In the myriad businesses I’ve worked with and coached, Technique is the real differentiator.  This separates the “wantrepreneurs” from the legit successes.