How to Create a Unique Niche

“When you’re one-of-a-kind, you have no competition.” – Sam Horn, author of POP! and Got Your Attention?
create a unique niche

Do you wish you could:

* figure out what makes you original?

* clarify the secret sauce that makes you different?

* create a competitive edge that motivates decision-makers to pick you?

The good news is, you CAN do all the above. The secret is to create a unique and needed niche that gets you noticed by ideal clients.

Are you thinking, “I know I need to do that; I just don’t know how to do that?”

Join the club. In my 20 years of being a business/branding consultant; I’ve seen many entrepreneurs fail because they couldn’t figure out how they were special.

They weren’t able to differentiate themselves from others in their industry. They never created a winning competitive edge that helped them stand out and succeed.

So, I developed a step-by-step system to help my clients break out instead of blend in.

One of the steps in my system helps you identify what you’re bringing to the table that is special, that people value and are willing to pay for.

In other words, what are you good at? What do you do well that people want and need that they’ll hire you to do for them or teach to them?

Here’s a condensed version of my 4A Process for clarifying the strategic “secret sauce” that makes you special.

Sam Horn’s 4 A Approach to Creating a Unique and Needed Niche

Ask yourself the following questions to start clarifying what you know that other people want to know or want to have done for them.

ACHIEVEMENT: What have you achieved – that other people would like to achieve?

* Did you put yourself through college, build a house from scratch, get your pilot’s license, teach yourself to design websites that make money, retire at 40, launch a successful Kickstarter campaign?

* What did you accomplish that took discipline and perseverance – and other people could benefit from your lessons-learned on how to “stay the course”?

* What skill have you acquired you could reverse-engineer into a step-by-step methodology that will expedite people’s ability to do this fr themselves?

ADVERSITY: What challenges have you overcome – that other people would like to overcome?

· Did you deal with breast cancer, get down-sized, rebound from a difficult divorce, lose all your money in a financial scandal?

· What did you survive – that you could show other people how to survive?

· What did you learn “the hard way” and you want to prevent/minimize that pain for others and give them support so they don’t have to go it alone?

AVOCATION: What is a hobby you’re good at – that other people would like to be good at?

· Do you love to play piano, garden and grow your own vegetables, ride horses, play with smart phone photography – and you could turn that into a metaphor that gives you a fresh approach to a familiar topic?

· What do you do for fun – adventure travel, museum docent, astronomy clubs –that you could share with others who want more fun in their life?

· What do you do that lights you up – and you could integrate it into your job so you’re integrating your passion/profession instead of seeing them as separate?

ATTITUDE: What is a philosophy you have – that others would find relevant, inspiring, beneficial?

· What is an epiphany you’ve had – that could save others trial-and-terror learning?

· What is a favorite motto that keeps you motivated – that others might find helpful?

· What is a contrarian, provocative insight you have– that could open people’s eyes to an outdated/dangerous belief and lead to a transformational aha?

These questions have helped many of my clients leverage their lessons-learned into a successful business and earn a good living doing work they love that matters.

Want a few quick examples of how my clients have used these techniques to leverage their A’s into successful businesses?

Achievement:

Client David Glover is a Naval Academy grad, cancer survivor and world-class Ironman triathlete. However, he’s so much more than that. Check out his website to discover how he’s been able to leverage his A’s into a soul-satisfying business where he’s getting paid to speak, write, coach and direct running races around the country.

Adversity: Christina Grimm grew up in sunny California, playing competitive travel softball from age ten. You can imagine how thrilled she was to receive an athletic/academic scholarship to a Division I school. Unfortunately, their hypercritical coach only focused on what Christina did wrong, never on what she did right. The coach ruined her self-esteem and enjoyment of the game. She ended up leaving after one year, vowing never to play softball again.

Christina is pro-active though and decided that, instead of letting that toxic experience defeat her; she would turn it into a career and mission helping others who were being mistreated. She went back to college and got her PsyD. Her thesis? “The Effect of Coaching on the Self-Esteem of Teen-Aged Girls.” She is now a certified Tongue Fu! – Never Be Bullied Again instructor and offers programs on how to confidently speak up and take responsibility for being treated with the respect you want, need and deserve.

Avocation: A financial adviser wanted to know how she could possibly differentiate herself in that crowded industry. She had impressive credentials as she was frequently featured in the media as a result of her high-profile role for a nationally-known company, but she still needed a competitive edge for her work to stand out in the glut of “instant experts.”

I asked, “What do you do when you’re not working?”

Jan told me, “I play golf.”

I said with a smile, “We’re in business. Why not use smart golf as a metaphor for being a smart investor? You could call your book ‘Go for the Green.’ Talk yourself through a round of golf using each step of the process as an analogy. Your tips on how to make/save par can be used as a parallel for how to make/save money.”

This was strategic positioning as Jan’s target clients were executives and entrepreneurs, many of whom play golf. This was something they valued and wanted to get better at, which increased the likelihood of her being asked to speak at corporate events and association conventions, which often host golf tournaments before their meetings.

Attitude: Julie Jansen, a career coach, wanted a breakout book in her genre but told me, “Sam, all the great titles – like ‘Take This Job and Love It’ – are taken.”

I asked her a series of questions including, “What attitude do your clients have? What is something that frustrates them? What is something you hear, over and over again, when they come into your office?”

She thought about it for a moment, laughed and said, “You know what they all say? ‘I Don’t Know What I Want; But I Know It’s Not This.’”

I told Julie, “THAT’s the title of your book! People will look at it and think, ‘That’s EXACTLY how I feel! People buy books that resonate with them, and that title will resonate with potential readers because it articulates a problem they have they want solved.” Julie’s book has become an evergreen classic because it expresses an attitude and frustration many people in her target market feel.

So, how about you? Are you in a crowded industry? Are you having a hard time standing out? Are you not getting the clients you deserve?

Use this 4A Process to identify what you have to offer that can be turned into a legacy message and unique niche that helps you pop out of your pack. Your “A’s” are a goldmine waiting to be leveraged into a one-of-a-kind competitive edge that helps you stand out from your crowd vs. get lost in your crowd.

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Want more ways to create a unique niche that gives you a one-of-a-kind competitive edge? You’ll find them in POP! (which Ken Blanchard says is “an inspiring guide to getting heard, getting remembered, getting results.”) and Got Your Attention? ( presented to NASA, National Geographic, Accenture, ASAE and Ernst Young). Contact Cheri@IntrigueAgency.com to inquire about Sam’s consulting services and to arrange for her to share her inspiring, results-producing insights at your next conference.

Tongue Fu!®: How to Deal with Difficult People Without Becoming One Yourself

What do you do when:

* someone does something unfair or unkind?

* people are blaming you or accusing you of something untrue that you didn’t do?

* people keep explaining why they’re “right” and won’t listen to reason?

Do you remain silent because you don’t know what to say? Do you speak up only to wish you hadn’t? Or do you think of the perfect response … on the way home?

It’s natural to get frustrated when dealing with challenging people. You may feel like saying, “I don’t deserve this” or “I don’t get paid enough to deal with this.”

However, giving in to the temptation to blurt out what’s on the tip of our tongue will almost always make things worse. Why? REACTIONS escalate emotions.

From now on, the goal is to think before you speak so you RESPOND vs. REACT.

Are you thinking, “I agree with this in theory, but sometimes it’s hard to do in practice?”

You’re right. The irony is, we’re taught math, science and history in school; we’re NOT taught how to deal with difficult people – without becoming one ourselves.

That’s where Tongue Fu!® – martial arts for the mind and mouth – comes in.
tongue-fu-hands-image

Tongue Fu!® is a trade-marked process (and course and book) originated by Sam Horn that’s been endorsed by Anthony Robbins who calls it “terrific,” by John Gray who says “Everyone should read it,” and Executive Book Summaries who says it’s a “MUST for anyone who deals with the public.” It has been taught to groups as diverse as Honolulu Police and Boeing and featured in Readers Digest and Washington Post. These are the techniques you wish you’d been taught back in school.

Want some examples of how to communicate more constructively with coworkers, customers, even kids? I’ve collected the most FAQ’s and share answers here on how to respond more pro-actively to challenging situations so you’re never tongue-tied again.

Tongue Fu!® Tip #1. “What can I do when people complain?”

When people complain, don’t explain, Take the AAA Train. Explaining why something wasn’t done when it was supposed to be done makes people angrier because explanations come across as excuses. Instead, Agree, Apologize, Act. “You’re right, Mrs. Smith, we were supposed to send that material to you last week, and I’m sorry you didn’t receive it yet. If I could please have your name and address I’ll personally put that brochure in an envelope and make sure it goes out today.” Voila. Complaint over!

Tongue Fu!® Tip #2: “What can I do if people accuse me of something untrue?”

Whatever you do, don’t defend or deny it. If someone blindsides you with an unfair allegation, “You women are so emotional!” and you protest with, “We’re not emotional!” you’ve just proven their point. Instead, put the conversational ball back in their court with, “What do you mean?” Asking them to explain themselves will cause them to reveal the real issue and you can address that instead of reacting to their attack. Imagine an upset client claims, “You don’t care about your customers.” Protesting, “That’s not true. We pride ourselves on our quality service” turns this into a “Yes we do – No you don’t” debate. Instead ask, “What makes you think that?” The client may say “I’ve left three messages and no one’s called back.” Aaahh, the real issue. Now you know what’s really bothering her and you focus on that instead of reacting to her attack.

Tongue Fu!® Tip #3: “What can I do if people are arguing?”

Stop disagreements with a hand gesture. No, not that one! If people are arguing and you try to talk over them, what will happen? They’ll talk louder. The voice of reason will get drowned out in the commotion. Putting your hand up like a policeman will cause them to pause for just a moment, which gives you a chance to get your verbal foot in the door. Then say these magic words, “We’re here to find solutions, not fault.” Remind them that John F. Kennedy said, “Our task is not to fix the blame for the past, it’s to fix the course for the future.” If the conversation starts deteriorating into a gripe session again, make a T with your hands and call out, “Time out. Calling each other names won’t help. Instead, let’s focus on how we can keep this from happening again.”

Tongue Fu!® Tip #4: “What if I have to give bad news?”

Don’t use the apathetic words, “There’s nothing I can do” or “There’s no way I can fix this.” A front desk manager at a hotel asked, “What can we say when people grumble about the rain? There’s nothing we can do about the weather. We’re not Mother Nature.” I told her, “The words, ‘There’s nothing” and “There’s no way’ come across as a verbal dead-end. People will conclude you don’t care. They’ll get more louder in an effort to make you care. Use the words, ‘I wish,’ ‘I hope,’ or ‘There’s something’ to let people know you’re trying to help them. Say, ‘I wish I could bring out the sunshine for you. I know you were looking forward to some beach time’ or ‘I hope it clears up soon. In case it doesn’t, there’s something I can suggest. Here’s a list of rainy-day activities so at least you can make the most of your visit even if the sun doesn’t cooperate.'” In the real world, we can’t always give people what they want and we sometimes have to deliver bad news. We can at least give people our concern and offer options.

Tongue Fu!® Tip #5: “What can I do if someone makes a mistake?

If something’s gone wrong,don’t “should” on people. When we tell people what they should have done, they will resent us – even if what we’re saying is right. Why? People can’t undo the past. If they’re being reprimanded for something they can’t change, they’ll channel their feeling of helplessness or guilt into antagonism towards us. My mom used to tell me, “We can’t motivate people to do better by making them feel bad.” Telling people what they “should” have done makes them feel bad and doesn’t teach them how to do it better. When people make a mistake, be a coach, not a critic by using the words “in the future” to shape their behavior instead of shame it. Focusing on what they can do “from now on” helps them learn instead of lose face and they’re a lot more likely to do things differently “next time.”

Tongue Fu!®Tip #6: “What can I do if someone’s teasing me?”

Develop a repertoire of Fun Fu! remarks. Erma Bombeck (bless her soul) said, “If we can laugh at it, we can live with it.” Are you sensitive about something? Perhaps you’ve put on a few pounds. You have a choice. You can be hyper-sensitive about this and give people the power to embarrass you, or you can come up with clever, non-combative comebacks and keep your wit(s) about you.

Want an example? I ran into a very tall man in an airport. The people in front of me were laughing and pointing at him. I thought, “How rude!” Then he got closer and I could see his t-shirt which said, “No, I’m not a basketball player!” The back of his shirt said, “Are you a jockey?” This man told me he used to dread going out of the house because everyone made smart-aleck remarks. He finally decided if he couldn’t beat ‘em, he might as well join ‘em. “This is nothing,” he said with a smile, “I have a drawer full of these shirts at home. My favorite says ‘I’m 6’13” and the weather up here’s fine.’ Ever since I started wearing these shirts,” he added, “I’ve had fun with my height instead of being frustrated by my height.” Fun Fu! responses can help you lighten up instead of tighten up so no one has the power to get under your skin or knock you off balance.

Tongue Fu!® Tip #7: “What if I have to tell someone no?”

Turn “NO, you can’t because” into “YES, you can, as soon as.”

Imagine a staff member asks, “Can I have my paycheck early? I’m going on a trip this weekend” and you answer, “No you can’t have your paycheck because it hasn’t been approved by payroll.” That’s the truth, however people will get upset because they feel you’re brushing them off.. The words “can’t because” are like a verbal door slamming in their face. Want good news? You can often approve requests with the words, “Sure you can, as soon as” or “Yes you can, right after.” Re-word your reply to, “Yes, you can have your paycheck, as soon as it’s approved by payroll. Why don’t we give them a call, explain the circumstances and see if there’s any way they can speed things up.” One manager said, “I can’t wait to use this idea at home. My kids see me as a ‘big meanie’ because I’m always telling them ‘no.’ Next time they ask if they can go outside and play with their friends, instead of saying, ‘No you can’t, because you haven’t done your homework,’ I’m going to say, ‘Sure you can, as soon as you finish your homework.’ Instead of seeing me as the one blocking what they want, this makes them responsible for getting what they want. It changes the whole dynamic of our relationship.”

Have these been helpful? Want more ways to turn conflicts into cooperation and keep your cool – even when other people aren’t? Check out Tongue Fu!®and Tongue Fu! at School.

Are you thinking, “I’ve tried all these win-win approaches and they work with most people. However, there’s ONE person in my life who ignores all this.” You may be dealing with a bully. Check out my Never Be Bullied Again video and take this quiz to see if you’re dealing with what I call a 5%er. If so, the tips in my Bully books can keep that person from mistreating you and ruining your quality of life.

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Sam Horn, Intrigue Expert and TEDx speaker, is on a mission to help people create respectful communications that add value for all involved. Her work- including POP! and Washington Post bestseller Got Your Attention? – has been featured in New York Times and presented to clients as diverse as National Geographic, Four Seasons Resorts, Capital One, Accenture and Cisco.