Get Different Weekly: Be a Lazy CEO, Invisible Owners, and Attraction Cheat Codes
Edition at a Glance
Quote: lazy CEOs do this
Tweet: twice the work for half the leads
Thought: are you an invisible owner?
Article: build your dream business
Surprise: attraction cheat codes
Different (Recession-Relevant) Quote
While no one is a fan of cutting prices, a price that’s half what the competition’s asking—particularly if the quality is equally high—will move the market.
via Jim Schleckser in Great CEOs are Lazy
Trying something a bit different this week with a longer “Thought” section. Let me know what you think. If you like it, I’ll work on creating more long-form content in future editions!
The 3 Types of Business Owners
Leads are like oxygen for your business. But 80% of owners are gasping for air.
Because they're one of the three owner-types who don't know where their next breath (i.e., lead) is coming from.
Here's what they are and how to fix them:
Owner Type #1 The Out-of-Control Owner
You’re throwing random marketing efforts at the wall and hoping something sticks. You have no time/desire/energy to think through marketing on a strategic level.
What prospects say: "I had no idea you did that / I don't know what you do"
The Fix: get clear on WHO you want to reach, WHAT you want to sell them, and what the WIN looks like (what your WHO gets when they buy your WHAT).
Owner Type #2: The Invisible Owner
Your business is entirely dependent on word-of-mouth referrals. You have clients, but no predictability in how many leads come in from one month to the next.
What prospects tell you: "Where were you 6 months ago? I already found a solution"
The Fix: do something different. Literally do the opposite of what you've been doing. Zig when everyone else zags. You've gotta get noticed—otherwise nothing changes.
Owner Type #3: The Commodified Owner
You want to say ‘no’ to less-than-ideal clients/customers, but aren’t sure you have a way to replace them. You're undercharging but feel like you have to so you can stay competitive.
What prospects say: "I can get it cheaper from someone else."
The Fix: raise your prices...eventually. First you need to increase your lead volume. More volume means optionality. Saying 'no' is easier when you've got options.
You didn’t start your business to merely scrape by or spend your time working with people you don't like. If you found yourself saying, “that’s me!” to any (or all) of the 3 owner types—that’s good news. It means you're ready to stop following the herd and start getting noticed, connecting with customers + growing your business.
I developed this guide when I was profoundly (hopelessly?) frustrated with where my business was at. Getting the right vision of where you want to go in business is important. But you first have to start by addressing what’s not working.
Even if you love the business you’ve created, it’s always good to step back and reassess!
Want a cheat code for attracting dream clients?
Speak their language...
Fears: how to avoid long-term pain
Dreams: how to realize long-term pleasure
Frustrations: how to avoid short-term pain
Wants: how to realize short-term pleasure
Justin’s Featured Opportunities
When you’re ready, here’s how I can help you:
Work with me to attract more of your dream clients.
Let my agency get more leads for you.
Get on-demand marketing help when you need it.
Subscribe to Get Different and learn the wisdom of doing different and the folly of following the status quo.