Hello fellow entrepreneurs:
My apologies for being out of commission so long. I recently moved back from Medellín, Colombia to Boston, and it’s taken a bit to get settled. I’m back on track and hope to resume my publishing schedule (once a week).
This is the third in a Podcast series entitled One Workshop Away. It is a simple business model that allows you to quickly monetize your talents and abilities without wasting time on complicated software, funnels, or content.Coming soon is our book, training, and community cohort to provide you with details and guidance on implementing this strategy.
Introduction
Step Two in our One Workshop Away model is to know your audiences.
After Step One, you will have done a deep dive inventory on your skills and abilities. In addition, you will have come up with a list of problems you can solve or goals that you can help others achieve.
Now we turn to market research.
You want to know what is commercially available in the market and what is economically viable?
Some important questions:
What are the questions people are asking about your topic?
What are the problems that your markets want to solve?
What products and services are people purchasing to solve those problems?
Are they good products or services?
What's missing in them?
Where are the gaps in the market that you could fill?
Research is mining for gold
This step is nothing more than research. And before you roll your eyes, let me suggest that you switch your thinking on research. We'd like to transform research from a dirty word into your secret weapon.
We want to make it sexy again. You want to think of research as mining for gold.
Thus we look at Amazon and Udemy reviews, for example, to get a sense of what your audience is buying and what they are saying about those purchases. Do they like them? What is missing?
We also listen and ask a lot of questions.
We do this through Google and other search engines, but social media is great for this also because in groups and forums, people are raw. They're open. They're literally telling you what sucks about their life and the difficulties that they're experiencing.
Also, we not only want to know what people are saying, but how they're saying it. What are the words, phrases, language, and the emotions that they're using?
Without this knowledge, your message will be vague. It's not going to have the emotional thrust or connection that it needs to get the right person to respond. It's the difference between motorcycle riders and 50+ weekend warrior professionals who drive a Harley.
Do you feel the difference?
People Also Want a Guide
But people are not only searching for solutions to the problems, they're also searching for someone they can trust.
And this is where you come in.
This is another advantage of the Impact Generation way. We want to market in a way that is compassionate, and not coercive. Thus, we don't do this research so that we can agitate the pain or hook people with some emotional clickbait. We reject that kind of soulless marketing. We do this research so that we can speak with empathy and know what solutions work best given our skill set.
Who Do You Want to Help?
Finally, we research our audiences because we want you to develop a profile of the kind of people with whom you want to work. You are going to be developing relationships with these folks, and making a difference in their lives. Thus, you want to choose your audience carefully. You don't want to work with everybody. You want to choose people that you like being around and that you would want to invest time in.
Conclusion
So that's Step Two of our One Workshop Away model.
Know your audiences.
We do a deep dive on our audiences in order to know what products and services to offer them. We also want to know the language to use to communicate most effectively. And finally, we do the research in order to choose the audiences with whom we'd like to work.
Now it's time to dive into Step Three, testing your idea with a workshop.
Here’s to your success.
Gustavo
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