Leading Edge Marketing Positioning for Mission Driven Entrepreneurs Comes From This

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In today’s article I want to deep dive into some topics from one of our clients, Jeffrey Van Dyk, and his body of work, Tribal Marketing.

Specifically we want to talk about his concept of the “Life’s PhD” and the important connection between your wounds and your authentic market

Because THIS is how you actually find your leading edge marketing positioning, ESPECIALLY if your body of work is also leading edge, meaning it hasn’t been done “quite like this” before.

Now simply put, your “Life’s PhD” is called that because it’s something you’ve got an entire life’s worth of experience in…

It’s beyond your body of work…thought it has deeply informed it.

And the way to discover your Life PhD is by understanding your core wound

Because it is your reaction to your core wound that has been training you in your Life’s PhD…

And from your Life’s PhD you can isolate PRECISELY who you’re meant to serve, and how you’re meant to serve them.

To give this some important context, let’s look briefly at the evolution of niching…

In the past when niching first came out, especially in the coaching or consulting world, you had a few main niches.  At first, most people were either in the niches of health, relationships, or business.

Fast forward a few more decades of market evolution and you see the emergence of “sub-niching”…

Now people weren’t just a “business consultants”…

They are the business consultant who specifically helps struggling six figure businesses to reach seven figures.

Or instead of being a “health coach”, someone might be the person who specifically helps you get killer abs.  

Make sense?

Flash forward to today’s world…

And now the sub niches are all “taken”…

And they’re also no longer as authentic and specific as what the marketplace is requiring.

There’s a shift happening.  An evolution. A major change for businesses that most don’t have a clue about (yet)…

But will be absolutely REQUIRED in order to “compete” in the future.

The overall context of this BIG SHIFT is this…

In the past, you used to map your business and your body of work onto the market.

Meaning, you might ask yourself, “What do I do? And where is the existing niche of people out there who need what I do?”

You might realize, “Oh I’m a business coach.  I do well helping six figure entrepreneurs become seven figure earners, and there are a bunch of those people out there looking for this, so that’s what I’ll do.  There’s my niche.”

That’s the old way – mapping yourself onto the market.

The new way is for you to INSTEAD map the market onto you.

Meaning instead of looking at how to fit what you do into an already existing box in the market…

You honor the uniqueness of your gifts, the value they have to bring to a specific group of people, and you call them forth to join you in your work…

Effectively mapping the market onto you.

Now, what you’re mapping them onto is your Life’s PhD…

Which has been informed by your core wound…

Because your core wound is the bond you share with your marketplace… and your resulting Life PhD is something you can deliver better then anyone else, because you’ve been practicing it all your life.

Here’s the process for leading edge marketing positioning… From a high level view.

(To get a more detailed and specific exercise to follow click here to download a free PDF from Jeffrey).

Once you understand your core wound, you can understand your Life’s PhD.  Then you can look out into the marketplace to know exactly who your clients are, and how to call them in.

Say you’re a business coach and you help people get business results. Let’s also pretend that your core wound is “I am not enough”.

Maybe the people you help best are experiencing a problem in business where there’s not enough team, not enough time, and not enough support for their mission to get done…

And because your clients share your “not enough wound”, which has been informing your training all your life…

You also know intimately how these symptoms are showing up in their struggles with business.

So, equiped with your core wound…

As well as the unique understanding of life and the body of work it helped you produce…

You can speak to the subtle intricacies of your market.

You literally know them – because they share this deep bond with you (a wound bond)…

And you literally know how to help them better than anyone else in the world, because of this intimate knowledge.

You understand their psyche, and you not only know what is likely happening in their experience, but you also know how to overcome it.

If you know your own core wound – then you know the many ways in which you’ve worked through it during life.

Another analogy that can help this understanding lock in – think about a sherpa…

If you were climbing Mt. Everest, you’d want to hire a sherpa to help you get up to the top…

But you wouldn’t want just ANY sherpa, or a sherpa who’s been living on and climbing a different mountain…

You’d want the sherpa that’s been up and down everest 10,000 times.

Now any sherpa can take you to the top of the mountain, but to get to the top of THIS mountain, you want a sherpa who knows it through and through.  Right?

Well the same is true of your market…

And though they all want to go to the top of their mountains (getting business results, flat abs, whatever)…

To get there, they truly need someone who’s been up and down that mountain all their life.

The unique terrain of the mountain, that’s the core wound.  And since you’ve been working with that wound all your life, this is the bond that makes you the person who can help this specific client better than anyone else in the world.

That’s why this creates your most authentic marketing positioning…

And that’s how you map the market onto you

Giving you an inspiring, authentic, and truth-filled “niche” you can truly call your own.

You don’t take an existing market and see how you can fit into that market’s box…

You look at who you truly are from this deep perspective and recognize that there’s a group of people that are already aligned with your body of work…

That you can serve better than anyone else in the world.

The fact of that matter is…

If you have a desire to put a body of work out in the world, you have a tribe.

You have a market, guaranteed

And if you don’t speak to the truth of your market…

With the resonant messaging that has them clearly see you as the one to serve them…

They simply won’t respond.  Your message won’t cut through the noise of your marketplace!

I remember when I was a personal development and confidence coach, I worked with men in a 12 module program called the True Man Academy…

It created tangible, life changing results for the hundred or so men that went through it with me…

So naturally, I wanted to take this product out into the world in a bigger way.

In 2014, I hired a marketing company.  

And over the next 16 months, I’d spend over $70,000 between various companies and advertising campaigns…

With very little results to show for it.

It was one of the toughest and most debilitating periods of my entrepreneurial career.

Now at the time, I didn’t know these concepts…

And when I looked at their sales material for my program, I thought that everything looked good.

They were saying the “right words”

They were talking to the pain points of the industry…

They were talking to the needs and the desires of the industry…

And they were presenting our program as a clear and obvious solution to their problems…

Yet, the response was crickets.

We weren’t getting new clients into this life changing program, and it would be a few years before I’d truly learn all the lessons these failures were teaching me.

If there isn’t resonate messaging in your marketing…you fall on deaf ears…especially when looking to engage “cold markets” of fresh, new customers.

At this point, most markets are mature enough to have “heard it all before.”

“Oh, you’re here to help men get confidence? Great. Just like these other 45 leaders over here.”

In today’s world…

You simply MUST know exactly who you serve, how you serve them, and specifically how to communicate it so they know in their bones that you understand them.

Now the best part is…

You’ve been training your whole life for this, whether you know it or not…

You just have to understand it, speak to it, and then the market will respond.

Now, if you click here you can download a free PDF training with Jeffrey to continue down this rabbit hole and lock this in for your business…

And it’s a process we take all of our platinum partner clients through as foundational strategy when we become growth partners inside your business…

We walk you through the process of uncovering your core wound, mapping your market onto you, and distilling the resonate messaging that will make your marketing consistently land…

Especially as a leading edge, mission driven entrepreneur.

You didn’t come here to try to stuff your message into an already existing box…

You came here to blast the walls off the existing boxes and create new paradigms for people.

That’s why any time you try to market in that old fashion way, it feels terrible…

And that’s why Om Marketing Group is the best growth partnership in the world for people who value Truth, Authenticity, and Transformation.

Want to know more?

Click here to see how we work with our Platinum Partner Clients.

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