The State Of The Market

Do I really want to spend my entire life DM’ing strangers, pretending to be interested, asking them awkward & intrusive questions… Following trends, tactics & strategies that are Limiting my Reach, limiting my value, and limiting my Impact (and overall happiness)? I’ve used direct message to create clients. No doubt it “works”. (I believe it is an incredibly powerful tool when done well…) But what I started to feel was that the whole market trend towards a “strategy first approach” limited who I wanted to BE…as a person & as a business owner. Here’s my story… (Full video in Heart Method) My State of Mind (early 2021): I wasn’t creating DM convos out of excitement to connect with someone. Rather, I was going into my business like it was a “job”. What was once an exciting thing: meeting someone new, connecting with them, booking a call… Now felt like a tedious chore. So I made the scary decision (early 2021) to find a more aligned way to build my brand & my business. I was going to focus on alignment, authenticity and attraction over numbers, tactics and processes. I guess it was time for me to grow up out of the DMs. There were many factors influencing my decision… I won’t be able to go into all of them (if you join me in you FB group I might be able to go deeper) Here’s what I based my decision on: Let’s look at what’s happening in today’s Coaching/Consulting Space: The market is more saturated than ever. More and more coaches are targeting the same group of people with the same message, strategy, and approach. ​
Lack of Differentiation. Everyone using the same scripts {DM, start a convo, book a sales call} is the primary strategy being taught…Buyers are well aware of this, which makes this a less and less likely strategy to succeed in the long run.
What impact this has on the Coaching Market: ​
Puts down downward pressure on all market participants. Coaches suffer because they have to send more messages, come up with better systems, scripts etc. because their strategy is the same as the other 100… Focus moves away from the ‘main thing’ to the strategy & system… This dilutes the Message & Brand (and fun) Increased Operational costs: because so much effort is being put into optimizing tactics & strategy the focus moves away from value creation towards strategy and competition. this dilutes profits, client results, delivery and Quality suffers. Good coaches get mixed in with the OK ones and as a result whoever does the most outreach wins… Not the one with the best product, skillset or transformation. Lots of Coaches, few options. With everyone teaching the same strategies it dilutes the market, making only the “biggest players” richer. Without creating options for the buyer, the buyer will naturally gravitate to the most established strategy provider instead of taking a risk with a new entrant.
(DMs can be a great place to start. But staying there too long creates market distorting forces…Which is bad for everyone. Essentially it becomes a race to the bottom and a copy-cat crowd….because no one is willing to innovate) What this means for you: As a coach who has a market-proven offer you must innovate and come up with a truly unique message & product (that attracts a new, excited & enthusiastic crowd). Must think outside the traditional niche mentality and shift focus back to your Vision. Must look outside the industry walls for inspiration & insight vs. staying in the prison walls of a stagnating industry/culture. Identify who is truly innovating vs. who is parroting & copy-catting. (Upward vs. Sideways Innovation) The old way of directly DMing someone works, but it is slowly going to become obsolete, very very competitive and very unscalable. Vision-based marketing: A platform independent, strategy agnostic approach to creating clients seamlessly… Resulting in: Lower operational costs, decreased organizational complexity, lower marketing cost, higher client satisfaction… And an overall better experience (for everyone) How? The simplest solution to this ever-growing problem is to focus on The Attraction Element: Your Unique Identity. Ask Yourself: ​
What do people come to me to solve? (Why?) What is the most valuable problem I have solved for my clients? (Look beyond industry norms and define it in your unique way) What topcis/ideas/subjects have resonated with my audience? (Again, think beyond the wall of industry norms) What underrepresented skill have I overlooked (that my clients highly value) ? What inspires me that seems irrelevant to my business? (Again, think beyond the norms of your niche)
By focusing on these aspects you are identifying the Unique Identity of your business…The thing that makes your business YOURS. BTW, Most businesses rarely take the time to identify this… they spend enormous effort on marketing, outreach, sales teams, and grunt work…dissecting their business into operations, process and parts…unable to see the whole (picture). By simplifying the process of business to one Unique Element (your Identity) you eliminate costly startup errors while massively increasing your efficiency all across the board. Our Unique focus at Sotapanna is Building & Scaling Amazing Offers by starting work with IDENTITY as the platform… Your personal identity, your business identity, your social identity, and your spiritual identity…. We help you to identify, re-evaluate & refine your offer using your Unique Identity… and create it faster so that everything across your business becomes easier.
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