How do you make your voice heard amidst the noise and the crowd competing in your industry? Public Speaker,Sam Cawthorn, answers that through what he calls ‘Niche Positioning System.’
Hi, guys! It’s Sam Cawthorn here.
In this video, you will learn the importance of knowing your niche and having a solid clarity on your differentiating value proposition compared to all the other noise that’s in your industry and in your space today.
Now, I believe that the people that are really making any progress in the industry right now or even in your space that you’re operating, are those people who have really mastered their niche. They know exactly how different they are compared to all other noise that is out there.
And even if you look at my own personal journey, I sort of have to differentiate myself from all the noises the “inspirational” speaker industry so I started saying, “Hey, look, what exactly is my niche?” So I immersed myself in resilience in really helping people to overcome any obstacles that they could have. A lot of my content and IP was all around resilience. And then I thought, there are also a lot of noise in resilience as well. And then I realised, did you know that there are 72 books out there? And in their title, it says, Bounce Back.
Obviously as you know it, it’s not about bouncing back but it’s more about bouncing forward into what you can become. So, I became the first person in the planet to write the first book, Bounce Forward. I’ve now written 3 books all on Bounce Forward. I’ve really niched myself within the market and now I am the number authority in the world to help individuals and organizations how they can bounce forward.
So, there is a very specific way how you can really niche yourself to stand out from the crowd. So, I’m going to give you a 4-step process to really help you to know your niche and have solid clarity in that niche.
So, the first point is your Why.
This actually comes down to your heart. Why do you do the things that you do each and every day. What is your cause, your belief and why should anyone care? Why do you want to become a professional speaker? Why do you want to get your message out there in a significant way? Why do you want to travel the world and coach or facilitate or train or be a writer? Why exactly do you want to do that?
The people that have solid clarity on their why are the people that are actually really making progress in this industry. And the reason is because it’s actually where our intrinsic motivation is birthed from. We can spend all these time in the What and the How. This is what we’re going to do, this is how we’re going to do it. And in all reality, that’s where most businesses and most people put all their focus on.
This is what we’re going to do, this is how we’re going to do it. This is where we’re going to spend all our time in our KPI’s, this is how we’re going to achieve it. This is what we’re going to do and this is how we’re going to do it. But really, they miss the essential ingredient which is Why.
I’ve actually found that the most productive, most people that have seen progress in this industry are the people that got solid clarity on their Why. So, the first one here is know your Why and focus on that consistently all the time because if you focus on that, you’ll be a lot more motivated, passionate and empowered each and every day to see progress in where you’re actually heading.
So, the second area is actually Strengths.
And what strength is? Strength is all about knowing exactly what your skills and talents are. One of the best ways that I actually found out how I could find what my strengths were, I did the Clifton StrengthsFinder 2.0. It’s like the Myer-Briggs or Disc or you might have done some of the personality profiling out there but I’ve found that the Clifton StrengthsFinder is the best tool to help you identify what your skills and what your talents are
And as we know, a lot of the education systems out there have actually got it wrong. Mainly because they’ve focused all these timing both strengths and also weaknesses. But weaknesses do not stimulate us, they don’t motivate us and the reason why a lot of people have got stress and anxiety and even depression is because they operate a lot of their life around their weaknesses.
But you show me someone that is highly successful, someone that’s just think so much success and progress, someone that’s highly motivated. These are the people that really know their strengths and that have solid clarity on exactly where their talent are and where they get things are. And their biggest encouragement as I was saying is going to Clifton StengthsFinder 2.0.
You can see it there. It’s all in the research of over 80 years and you can do the assessment.
After you’ve done that assessment, they then give you your top 5 core strengths. And whenever I coach any of my clients particularly in their 3-day boot camps, everyone must come into those boot camps with solid clarity on their top 5 core strengths. This will really help you to know your strengths, know your talents and know your abilities. Also, really anchor where your niche also lies as well.
The third area is know your market.
You must know where the market is. Yes, you can put all the focus on one particular area, one particular industry, one particular topic or story but if there is no market at all out there, that’s pretty much so worthless.
So, I want to encourage you, know exactly where your market is. Know who you want to target. Know where the money is whether it’s speaking, facilitating, coaching or whether it’s online marketing, you need to know exactly what your market is and what the market demands.
I believe that if you have the right content and the right packaging and the right message, you marry that with where the market is right now. You bring those two together, that is the winning formula. So, make sure that you know where your market is and you know where the market is driven towards. And then you can package a lot of your niche and a lot of your area of expertise to make sure that the market needs it.
The fourth area here is one disruptive idea.
I think this is the absolute tipping point for anyone at all that wants to niche themselves and make sure that the market is hearing your message. These are the people that have really niched themselves so much that it’s disrupting the industry right now.
And again, even if you look at my own story about how I disrupted this tall area of bouncing back, I disrupted this whole industry of resilience speaking infopreneur industry to now say it’s not about bouncing back but it’s more about bouncing forward. That was a disruption.
One of my other coaching clients I have been working with as well and she sort of been looking at the whole finance industry and looking at what exactly is the disruption in the finance industry right now?
So, literally, she looked at – okay, everyone out there was talking about getting rich fast, getting rich quick, getting rich rapidly, et cetera. So, she wrote a book called, “Get Rich Slow.” And I love this.
So, what is this whole area of getting rich slowly is literally disrupting the industry about getting rich fast and say, “hey look, it’s more about getting rich slow.” She was a disrupter and now all of a sudden she’s being getting heard on national news, et cetera because she has disrupted their industry.
Another friend that I’m also working with, her name is Kerrie and her specific niche is all around sales and hospitality and so on and so forth. So, we were sort of looking at what exactly is her niche of area of expertise. Then she came up with “Do Talk To Strangers.” And you know how we always told ever since when we were young kids, don’t talk to strangers, you shouldn’t talk to strangers. She disrupted that and she said, Do Talk To Strangers.
What is your disruption in the industry right now? What is your differentiating value proposition from all the noise that’s happening in your industry right now? Because the real authorities of the people that have dissociated from all the noise that they have actually a differentiating value proposition and niched themselves so much to literally create their own niche.
Mine was Bounce Forward. Sarah is Get Rich Slow. Kerrie’s was Do Talk To Strangers. What’s your disruption in the industry right now? How are you educating your industry to think differently outside of the square?
So, the three things now that I would love you to do:
The first one is to give us your opinion. Do you agree with this or don’t you agree with this? And put some comments on the bottom of this video and just let us know how you feel about how you get your message out there and what exactly is your niche?
The second thing I would love you to do is if you found some really good value in this video, can you share it? Share it through any of your social media. Let’s get this message out there to help other people get their message out there in a significant way.
And the third thing I would love you to do is log on to our website: samcawthorn.com/celebrityauthority and on there, you’ll find some other videos which I know will really help you on this journey to become an authority in your area of expertise.