Why do darts have points? The power of focused energyArticle added by Paul Mallett on August 16, 2013
Joined: September 27, 2012
Ranked: #26 (1,657 pts)
It’s pretty obvious to most of us that darts have points so they will stick in the target when we throw them, right? But why is that? Experience tells us the sharper the point, the easier it is for the dart to stick. But why?
It’s the power of focused energy. When the energy transferred from the movement of your arm is all concentrated down to that one single point, the dart can penetrate and stick. Without that highly focused energy, the dart would bounce off and fall harmlessly to the floor.
It may seem counterintuitive, but the same concept can apply to your marketing and prospecting efforts. The more efficiently you focus your precious energy and resources on a specific strategic specialty, the more ideal clients you will attract and the more your practice will grow. In the words of professional services coach Sandy Schussel, “Be the red crayon.”
Sandy’s explains it is extremely difficult to stand out in a crowded market if you don’t have something that makes you unique. If your strategy is to do all the same things your competitors are doing, you’re just another white crayon in a box full of white crayons. Be different. Specialize in something. Be the red crayon.
Choosing that specialization can be a challenge for some, but it doesn’t have to be so daunting that it paralyzes you and keeps you from action. If you’re not sure, just pick a niche product, service or market segment and move forward. If you make a bad choice,
you’ll figure it out quickly and adjust your plan. No big deal. It’s far more important to choose something and take action than to wait until you have analyzed things to death and missed weeks or months of opportunity.
As you consider your options, keep the following suggestions in mind:
1. Your niche can be a market segment, a product category, a type of service or a combination.
2. Choose something you have a passion for. Your long-term chances for success increase exponentially if you are doing work that lights your fire.
3. Consider market segments you are most familiar with. Many advisors did something else before getting into this business. Do you have contacts, training or experience from your prior career that could be a competitive advantage in this one?
4. It’s good to have passion, but you have to make a living, too. Be sure the specialty you create is sharp enough to provide focus, but broad enough to generate sufficient revenue.
5. Specialize in something that provides you with a realistic chance of becoming the top dog. If you want to achieve success over an extended period, you need to become the go-to person for your niche. If you can’t at least be in the top two, find something
6. Whatever specialty you choose, give it a chance. Have the discipline to stick with it. Know it like the back of your hand. Use it to frame all of your key business decisions going forward. Work hard to consistently make decisions that are aligned with your niche strategy.
Establishing yourself as a specialist does not mean that’s all you can ever do. You may be known as the senior market specialist in your area, but if you build trust within your market, prospects in other demographics will seek you out as well. You’ll be amazed.
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