Today's co-host is Chris Bintliff. Chris is the owner of Not Really Rocket Science, an agency focused on helping businesses bridge the gap between sales and marketing. He's all about helping his clients understand their customers and building a marketing engine that works.
With a background in digital learning, Chris took interest in digital marketing when he realized the huge disconnect between what people felt was important and what was actually important.
Chris spends a lot of his time asking 'why' and encouraging his client's to think about their customers first and then work backward to determine the type of marketing engine that will support their customer base.
There's a constant tension between our ability to create a clear value proposition and our audience's ability to hear it. And one of the ways Chris was able to clarify his entire approach was by focusing on one person. It can be really scary to implement, but aiming all of your marketing at one person can create a very clear and compelling message.
Confidence plays a big role in this as well. Chris started out taking $400 gigs because that's all he could find and he wasn't confident in his work or his abilities. But he used it as a learning experience, soaking up everything he could, and as his career matured, he was able to refine his skills and client base and find the right niche.
And the refining never stops. Currently, Chris' business is shifting away from a consultancy to an agency model. He's also working on courses and other related products.
[click_to_tweet tweet="Find the people who really care and then find the point in your story that's worth caring about. That's where you want to begin with your marketing efforts." quote="Find the people who really care and then find the point in your story that's worth caring about. That's where you want to begin with your marketing efforts." theme="style3"]
In this episode Chris talks about:
- Getting to the 'why' of one's marketing efforts and tactics
- Helping companies find their marketing identity
- Commanding, as well as being empathetic, during conversations positions you as the expert
- The importance of not falling back into old marketing habits
- The value of marketing automation and relationship-building with clients
- Keep asking 'why' until you get to a business' true pain points.
- You can accelerate niching down by ignoring the noise and focusing on one person.
- As the expert in your field, you have to be confident in your abilities. That's what your clients hired you in the first place. You have to own it.
Important Mentions in this Episode
Season 4: Niching Down
More episodes in this season:
S04 E01 - Josh Doody on Why, When, and How to Niche Your Business
S04 E02 - Sara Dunn on Overcoming the Fear of Specialization
S04 E03 - Chris Bintliff on Filling Gaps in a Niche and Building Marketing Engines That Work
S04 E04 - Matt Medeiros on Community and Finding Niches in Unlikely Places
S04 E05 - John Locke on Pivoting Your Niche and How To Validate A Market For Your Services
S04 E06 - Elliot Murphy on Abundance Mindset and Providing Value to Your Clients
S04 E07 - Troy Dean on How To Focus Your Marketing and Speak Your Client's Language
S04 E08 - Lianna Patch on Making an Impact by Injecting Humor Into Your Copy
S04 E09 - Joe Workman on Finding Your People and Creating What They Need
S04 E10 - Andrew Askins on Burnout, Pivoting, and Creating a Company People Want to Work For