Magnetizing the Right Clients  ## Metadata - Author: [[The Duct Tape Marketing Podcast]] - Full Title: Magnetizing the Right Clients - Category: #podcasts - URL: https://share.snipd.com/episode/68c456b2-cd34-4633-8eeb-d18d43344a85 ## Document Notes ## Highlights - **Three Pillars To Escape Obscurity** - Market eminence requires visibility, earned respect, and brand preference to break obscurity. - Combine those three to make your company risky to ignore and land in the top 5% of your market. Transcript: John Jantsch Can we avoid it? David Newman So the obscurity tax is doing great work in isolation, basically dancing in the dark. So the question really for most folks watching and listening is how in the world do we get noticed? How do we get noticed our products, our services, our company in this crazy, super noisy, AI-fueled marketplace? And the answer is really three building blocks. Together, they make up market eminence. But one is absolutely visibility. So to answer your question, we need to get seen, right? That's basically no one buys products or services or expertise, sight unseen. So job number one is to get seen. Beyond that and above that, we also need to earn respect in the marketplace. And the way that we earn respect is by understanding our prospects to such a degree that they start to respect our insight and our intimacy with their pains, problems, heartaches, headaches, Challenges, gaps, goals, aspirations, dreams, all that good stuff. And then the third component of this is brand preference. And that's simply a combination of differentiation and positioning. So it becomes risky, dangerous, and dumb to hire anyone else. And once those three components are dialed in, you are in the top 5% of your market. ([Time 0:01:59](https://share.snipd.com/snip/4ea0c8e1-a84d-4ac7-8d60-50de61e84842)) - **Branding That Raises Your Market** - Market eminence reframes personal branding from self-promotion to elevating your market and stakeholders. - It's about influencing prospects, hires, partners, media, investors, and potential acquirers, not just glorifying yourself. Transcript: David Newman So fantastic question. And personal branding is not new. And, you know, frankly, many of the ideas I talk about in the book are not new. Combining them in this way around visibility, credibility, brand preference, differentiation, articulation, distinction, and doing this level of personal branding, not to bring Glory to yourself. That's the key. Personal branding is about, okay, let's put a whole bunch of stuff onto you and your company and your persona so that you're all of a sudden shiny and glitzy and wonderful. This is about rising to the top of your market so that you can impact more people, so you can help more people. So I look at personal branding as sort of the evil twin of market eminence, that personal branding is raising yourself up. Market eminence is raising your market up or raising your industry or your target demographic, raising them up. And when I say that, John, by the way, it's not just prospects. A lot of people think, well, this is a marketing strategy or it's a sales strategy. It's for prospects. This is for any stakeholder that you want to influence. This is people that you want to come work for you, people that you want to have invest with you, that you want to have bring you on their podcast. So media sources, media outlets. This is partners. This is possible acquirers. If you want your company eventually to be bought and you're building a saleable asset, all of those people are watching what you're doing in the marketplace. And if it's all about me, right, that's the old school kind of personal branding 101. That is not attractive to any of those stakeholders. ([Time 0:03:36](https://share.snipd.com/snip/3a9a72a5-3c27-4224-bee6-9c10e3c335af)) - **Use A Contrarian Slant** - Be contrarian: call out broken industry practices and shift beliefs to gain visibility. - Share content that shows how to think, what to believe or not, and how to prepare for what's coming next. Transcript: David Newman No. Second part, we're getting into like narcissistic sociopath territory that I'm the only one that can fix it. However, you can certainly be one of the few people who sees it. But yes, to answer your question on a macro level with tremendous 1000% enthusiasm, this is about being contrarian. This is about shifting beliefs. This is about going against the grain and calling out what is missing, funky, broken, and sad in your industry, with your industry practices, with the way things are commonly done. So one of the ways that we raise visibility is not just putting out content. This is very important. Content has been commoditized. AI can do content way better than any one of us. And the world does not need more content in the age of chat, GPT, et cetera. So what are humans good at? What are humans gonna be visible for, at least for the near term, until AI takes over the world and the robots kill all of us? But until then, it's three different kinds of content. Number one is how to think. So it's not how to information has been commoditized. How to think information is about insight, high-level strategic advisory insights. The second kind of content to share is what to believe and more importantly, what not to believe. So separating the signal from the noise, separating the myths from the truths, also separating the myths from the half truths, separating the outdated way of doing things from the Current future focused way of doing things. And then the third component of the kind of content that we should be sharing is how to get ready for what's coming next. Because high level people of any kind, corporate people, entrepreneurial people, they hate being blindsided. They hate being ambushed. They hate being surprised by something they could have seen coming down the pike and they just somehow missed it. So if we can focus our visibility strategies in those three areas, number one, how to think, not how to, but how to think. Number two, what to believe and what not to believe. Number three, how to get ready for what's coming next. That will also elevate and separate you from all the noise out there. ([Time 0:06:10](https://share.snipd.com/snip/360f32c2-f130-402e-8ff6-d1d9b0de3ef1)) - **Build A Gate For Ideal Clients** - Double down on polarizing messaging to magnetize ideal clients and repel bad fits. - Design your brand like a gate that only admits best-fit prospects, partners, and investors. Transcript: David Newman Have to double down on being polarizing and divisive. And unfortunately, in this climate, when I use the words like divisive and polarizing, everyone goes to politics, red versus blue, your guy versus my guy. It is not about that. It is about alignment with your vision, with your values, with what you stand for, what you stand against. So when I'm either speaking or working with a group on this is exactly the moment, John, where I get pushed back and they say, well, so wait a second, we're going to upset some people. We're going to get some flack for this. We might not be liked. We might get some negative press on this. And I said, well, I want you to think about this. Think about what if I came to you with an offer and the offer is I'm going to set up a 10 foot, 10 foot tall gate around your business. The only people that we admit through this gate are your best fit. Prospects, clients, partners, investors, media sources, acquirers. That's all we let in. The gate automatically repels and keeps out all the terrible fits, the people you'd never want to do business with, the people that you would never want to partner with, the people that You would never take their money as an investor. And I sometimes go as far, John, as I say, okay, you know what? Let's put on the whiteboard. Let's right now put on the whiteboard all the characteristics of your worst clients, your worst hires, your worst partners. And they say lack of integrity, lack of ethics, didn't do the work. They come in, they come in late, they leave early, right? They're clock punchers. I said, OK, well, let's look at this list on the board now. How do you feel about keeping all those people out of your company and out of your world forever? And then their shoulders suddenly just melt and they go, oh, that would be great. I say, OK, welcome to Market Eminence. ([Time 0:08:50](https://share.snipd.com/snip/8d4fa307-14e5-499e-82c0-d44501f063e9)) - **Craft Your Contrarian Slant** - Create a contrarian slant by answering three questions about wrong conventional wisdom, harsh truths, and uncomfortable strong views. - Use a 60-minute session to brainstorm polarizing headlines and iterate them with AI as a thought partner. Transcript: David Newman The easiest thing that people listening right now can do is one of the chapters is about your slant, your contrarian slant. So think about three questions. So, number one, what conventional wisdom do you secretly think is completely wrong, but you've never publicly challenged? You know, so maybe within the four walls of your company, you're like, oh my God, we're not doing that again. That's terrible. That never works, et cetera. But you've never said it publicly. So what conventional wisdom do you secretly think is completely wrong? But have you never ranted and raved against it? Number two, what harsh truth about your industry are clients desperate for someone to finally acknowledge openly? What are some of the elephants in the room in your business, in your industry, with your target market when it comes to your category of product or service? And then number three, the third part of contrarian slant is what strong point of view do you already have that you already hold and believe, that makes industry insiders uncomfortable, But resonates deeply and powerfully with your ideal client. So if you just literally sit down for an afternoon, grab a legal pad, spend 20 minutes really digging into each of those three parts, you will end with a 60-minute block of time with a contrarian Slant that's going to put you in the top 5% of your industry if you were to amplify it, magnify it, et cetera. And I even have a chat GPT prompt. I know it's going to be tough for people to listen or watch, but here's the chat GPT prompt if people want to work a little bit on this on their own. And you can just take the flavor of this. You can record, transcribe, whatever. Here's what it sounds like. Using everything you know about my or our methodology, training, and tools, give me a series of 10 contrarian, quote, crazy idea headlines I can use to convey my true distinction, differentiation And point of view. This should be polarizing. This is still in the prompt. This should be polarizing in that it strongly attracts the right clients and strongly repels the wrong clients. And then you'll get some initial output and then you can start the conversation, right? Make number seven even crazier, you know, tone down number eight, you know, bring more examples to number three. You will have such a fantastic time. ([Time 0:12:52](https://share.snipd.com/snip/ab4af077-fcce-499b-af68-2849b43d91db)) - **Anti-Agency Hook Worked Live** - John described how saying 'anti-agency' at a conference drew immediate interest from business owners. - That reaction illustrated how a contrarian label telegraphs a clear problem and attracts prospects quickly. Transcript: John Jantsch And so we just kind of jokingly, half jokingly mentioned to somebody, yeah, we're, you know, we're promoting the anti-agency model. And literally three or four business owners said, we need to talk. So it's a little bit of what you're talking about. We did it kind of tongue in cheek, but it really, I mean, you got immediate feedback. That idea really piqued a challenge they were having. That's right. David Newman And that is, you know why that's great, Sean, of all the reasons that you said, obviously, but it immediately telegraphs just with that moniker, unagency, right, that we are against Something that has been traditionally seen as the solution to fix this problem. You don't want an agency. You want the unagency, like the un-cola back in the 70s and 80s. That was 7-Up's claim to fame. ([Time 0:16:07](https://share.snipd.com/snip/f05b167a-3516-4269-84f7-4854c605a9ca)) - **Banking CMO Example Of Commoditization** - David shares a CMO friend's experience in banking where risk aversion crushed differentiation. - That story shows conservative industries commoditize marketing and drive customers to competitors over tiny rate differences. Transcript: David Newman I have a friend who's a serial CMO. He doesn't intend to be fractional, but that's how it ends up because he gets fired every 18 months. He works with banks. And I said to him, I said, what is it with you and changing jobs? He says, i have the worst job in the world i'm a marketer in banking yeah so they're so risk averse they want you know the bank presidents and ceos they want to look like each other and then They wonder why are we stuck in this rate war why are people leaving us for an extra quarter percentage down the street? It's because you're totally commoditizing yourself by choice. ([Time 0:18:24](https://share.snipd.com/snip/f3b41aca-f77c-4315-bf27-a9d355c39900)) - **Radical Generosity Wins Clients** - Give away client-facing content and paid insights as lead magnets or webinars to build trust. - Treat prospects like clients because people pay for applied insight and implementation, not raw information. Transcript: David Newman I'll expand even further on that, John. They say, I can't share that. That's how I make the big bucks or that's our secret sauce. That's our recipe. I would just point out to folks, if you go and go online to your favorite online bookseller, walk into your favorite independent bookstore, you will find two giant sections. One is the health and weight loss section. The other is the financial and money management section. You know, hundreds of books and, you know, hundreds more published every year. If it was in a book, we would all be tall, rich, thin, sexy, and have a full head of hair. Clearly, I can read all the books I want. This ain't coming back up here. So I want, I would challenge people that the best kind of generosity that you can give into the marketplace, whether it is in written format, audio format, podcast, webinar, I want you To take client-facing content. Everyone clutch your pearls. I hope you're sitting down. Take client facing content that you've been paid for and make that into a giveaway. Make that into a lead magnet. Make that into a special report. Do a webinar on that for free for your target market and watch what happens because people are not paying you for information. We've already talked about this in a couple of ways, right? The information is not in the books. AI can crank out endless information way faster and bigger and better than any of us. What they're paying for is applied insight and implementation of the ideas. If they could do it on their own, they already would have. So they're not going to download your report. They're not going to come to your webinar. They're not going to watch your video series. But I'll tell you, the more that you treat prospects like clients, the more prospects you will get. ([Time 0:19:40](https://share.snipd.com/snip/ff0cd9ce-95df-4af1-8dd7-5ce39a366f6c))