A couple of days ago I wrote about how I visited Disney Land.

And, while reminiscing about that story, The Aussie Hermit wanted to share with you another story from my adventures in Hong Kong that year.

This time, it’s about how I walked to these “westerner markets” one evening near my hotel. At least, I assume they were markets for westerners because I didn’t see any people from Hong Kong buying the cheap crap they were peddling there.  

For example, these super-cheap markets sold things like…

Key chains…
Buttons…
Pins…
Knock off hand bags…
Shot glasses with your name on it…
Laser pointers…
Speakers that sound like they’re playing under water…
Kids toys that have pieces missing…
T-shirts with obscenities written on it…
Miniature ‘license plates’ with stuff like this written on it – “You Strong Like Rambo, Look Like Hero. But Your Brain Like Potato”

But wait, there’s more…

There were at least 200 of these little stalls selling this cheap crap. And of those 200, I could have bought the same stuff at almost every one of them.

Walk a few meters… “oh there’s that speaker I saw in that other stall.” A few more meters, “there’s that same t-shirt.” A few more, “didn’t I already walk past this place? I swear I saw those same n!pple tassels back in that other stall.”

Painful.

What’s more painful, though, was watching white people haggle $2 off a $3 plastic product.

But that’s the type of buyers these markets attract…

Cheap.

Funny thing is, about 300 meters down the road there was a mile long (yes, mile long) shopping strip selling everything from $50,000 Rolex watches to $10,000 handbags to $1000 pedicures to $300 chocolates.

Even more amazing, this shopping strip was packed.

And these people didn’t haggle.

They didn’t ask for a discount.

They just paid whatever the asking price was without hesitation.

They were a whole different type of buyer.

A premium buyer.

The same happens in the coaching industry

There are “el cheapo” buyers and there are “premium” buyers.

There are buyers that want the lowest price and buyers that want to pay a premium.

And depending on how you market your business you’ll attract one vs the other.

So how do you attract the latter and not the former?

Well, a simple way is to sell a premium service.

And I understand a lot of Coaches reading this think they already do sell a premium services.

After all, our service transforms our clients’ lives.

However, the way that service is marketed and sold doesn’t come across as premium.

Here’s an example of what I mean…

Often when I critique a Coach’s marketing message, it’s very broad.

It’s like they are trying to position themselves as a “jack of all trades.”

Often the language is something like…

“If you’re feeling stuck in your relationships I can help!”

Or…

“Hey, do you run a business? Then I can help you grow!”

Or…

“Let me help you transformation your health!”

All of these examples speak to multiples markets.

Just look at the business example of “Hey do you run a business?”

There are so many types of businesses.
There are accounting businesses…
Attorneys… Coaches…
Boutique clothing stores…
Retails stores…
Fortune 500 companies…
Oil companies…
Franchise companies…
+hundreds of others.

And then you can get even more specific on the size of the business…

Are they 0 to 6-figures?
Are they 6 to 7?
7-8?
Etc.

Point is…

There is a lot more detail we can dive into here (not just with the business example, but it’s the same for relationships, helath etc).

And when you dive into this detail, you notice we come up with very different businesses – each with different problems.

So if you have a marketing message that’s like “hey do you run a business?” or even something a little more specific like “do you run a small business?” you’re not going to position yourself as a specialist with a premium service.

Instead, you’re going to position yourself as a jack of all trades.

A handy man.

And handy men don’t make a lot of money.

This is the core reason why so many of us Coaches struggle for clients.

And why the clients we attract don’t pay the premiums we want.

More:

There are other things you want to do to position yourself to attract a premium market.

Picking a specific marketing is one.
Packaging your offer the right way is one.

And, of course, having a marketing system that allows you to pick and choose who you work with is another.

When you’re able to pick and choose who you work with, you can more regularly get the high fees you’re asking for because if one person can’t afford to work with you, it’s OK – there are 10 more lined up around the corner.

A good example of this is these high end watch stores.

Often, a limited edition watch has a waitlist before it’s even released.

Same goes with supercar companies.

They have high end buyers wanting to buy before the product is even available.

The same can be true for you, too.

But you have to run your business like you actually want to work with premium buyers.

Here are the steps again:

1. Specialise in working with a specific type of prospect (aka your niche)..
2. Create a premium offer to serve that client…
3. Build a marketing system that brings you premium clients you can pick and choose from to help in your programs.

Do that, and you can take yourself from “nickel and dime” buyers to the premium “Rolex” buyers virtually overnight.

With that being said…

These 3 core steps are exactly what I take you through in my 15 Minute Client program.

From picking your niche, to crafting your offer, to crafting a client attraction system where you only have to send out one email per day.

It’s all there.

Along with that, I show you how to build a literal “waitlist” of clients who want to work with you.

That way, you always have a pool of prospects to pull from when you need clients.

To know when spots open next, put your name on my waitlist here:
https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra