The painter who won’t take my money

At the moment I’m in the middle of renovations.

The kitchen has just been completed and the painting is next.

Now, if you haven’t been through renovations before - it sucks.

I know this is a bit of a “1st world problem”, but living without a kitchen is not fun. Then throw in mess and tools and packaging everywhere. Then throw in IKEA not delivering everything we needed. Then throw in a 4 week delay. Then throw in a 1 year old and 3 year old…

And now you know what Big Pappa Charlton’s life has been like the last 5 weeks.

Hell.

Anyway, it’s finally done and now we can paint.

Which brings me to my next 1st world renovation problem…

Here’s the story:

Alana and I are looking for a very specific type of paint.

One that is completely non toxic.

And you’d think there would be a lot to choose from in this environmental age.

But there’s just one guy in Aus that we found that has completely non toxic paint.

(And what do you know, it’s crazy expensive)

So I called him to see if he could send us some samples.

“We don’t do that” he says. “But for a $40 deposit I will send swatches from my Brisbane showroom to Canberra…

Just email me and we’ll get it sorted.”

Fair enough.

So that day I email him. No reply.

I follow up a few days later. No reply.

So I call him again and he tells me to email… again.

So I email him. No reply.

It has now been 3 weeks of back and forth trying to get this guy to send me his  swatches so I can buy his ridiculously expensive paint.

It’s incredibly frustrating.

What’s more frustrating is that I have nowhere else to turn.

If I could get this same paint at another shop I’d be ordering from there in a heartbeat.

But I can’t.  

Instead, I’m forced to buy paint from this guy.

Many Coaches resist the idea of niching down…

Of choosing one specific market with one unique problem.

They feel like they’re excluding people.

The opposite is true.

By getting specific you include people.

The reason?

You have a more specific marketing message that actually speaks to someone.

But by not defining a clear target market your message becomes broad and wishy-washy.

That’s a message that speaks to no one.

And when you speak to no one that’s a message that excludes.

More:

The other reason you want to niche down is because it makes you “the only solution in town”.

It means that even if you have a crap offer or terrible communication (like above) people will still chase you down.

My story demonstrates that.

Of course, that doesn’t mean you want a terrible offer (or a terrible “anything”).

I’m simply making a point.

Niche down and it becomes so much easier to attract clients because you speak to them directly - and because you’re the only solution in town.

Wish me luck on the paint job!

With that being said…

If you’d like to have a powerful offer and clear marketing message that attracts dream clients, well that’s exactly what we work on in the first module my 15 Minute Client program.

To know when the next spots are open, put yourself on the waitlist here:

https://scale.lukecharlton.com/waitlist/the-15-minute-client/

-Luke Charlton
Location: The Man Cave