Article #3

STOP customers from comparing you to the competition!

The 3 Core Pieces of Powerful Positioning

It's a competitive business world out there, isn't it? It feels like each year, more and more competitors enter the market. I'm not saying this is a bad thing. It's great to give your customer more choices, and it makes business owners stay on their toes and deliver top-quality products.

But how in the world do you get customers to buy from you?

If you've ever put in so much work to educate, train, and guide your customer to success, only to watch them buy from your competitor for a 5% discount, you're not alone. So many of us are shocked at the effort we make to help customers, and all we get is a "thank you" or not even an acknowledgment.

I'm sorry to say, but this is OUR FAULT and NOT THE CUSTOMERS. Yes, that's right! You heard me. When we look at things from the customer's point of view, they are just trying to get what they need. There is no legally bound contract that they have to buy from you. I mean, you're just a seller. You don't have any relationship with them.

Although this is the case, I've got GREAT NEWS for you. There is a simple three-step formula I've been successfully using for over a decade to blast through this obstacle and get customers to buy. In fact, the majority of customers never consider alternative options.

You'll not only become their preferred choice, but you'll also become the ONLY CHOICE. That'd be pretty nice, right? This three-step system is something I call, The 3E Method. You'll find practical situations to use this in business and personal life.

I'll admit, I've had tons (and I mean tons) of failures losing sales to competitors. Training customers with my best knowledge, only to have them shake my hand and swipe their credit card elsewhere. I even tried dropping my price way below were I would be profitable because I was desperate to win the business. The customer's had me at their mercy every time, and I knew something was wrong.

Let's take a fun turn with this article and talk about how The 3E Method even applied to my hobby, rock climbing. Take a look at this goofy photo:

Hi, my name is Andrew and I'm a bit embarrassed by this shot, but yes, that's me. How often do you see Santa Clause rock climbing in a chimney? This photo serves as a great example.

It's a unique scene you don't see every day.

(on a side note: it was a very chilly day at Joshua Tree National Park, so the Santa costume was nice and warm)

What I've done here is position myself apart from other rock climbers. I'm not the best rock climber, the strongest, or the most seasoned in our group. But I do have expert skills and techniques I love to share with others to help them succeed in climbing.

The picture above is a fun example of connecting with others emotionally (since the photo was taken a few days before Christmas) and entertaining them with a goofy outfit. It's what gives you the power to stand out from the crowd and have others come to you for advice.

Ok, let's take this silly turn back to the reality of business and how to use The 3E Method. The 3Es are:

#1: Emotion

#2: Entertainment

&

#3: Education

When you complete the 3Es with customers, you will have the necessary authority to lead them to ACTION.

For a simple example, I'll take our company, Conversion Publishing, and how you how we use The 3E Method in our book:

Hook, Line, and Book

How to Write a Book That Catches Customers and Never Lets Them Go

Find our book at Amazon.

Your goal with the three steps is to build "know, like, and trust" with your customer. You will earn the authority to be a leader and become their preferred choice when you have done this.

Here is The 3E Method in a diagram:

The first E is Emotion. In this step, your job is to connect with your customer. Understand that on a base level you are in business to help them:

- Resolve a problem

- Provide a solution

or

- Overcome an objection

This is when you ensure your customer YOU KNOW THEM and have their best interest in mind. In Hook, Line, and Book, we tell the reader we understand the issue of being a credible expert who customers are hesitant to listen to.

This was me for multiple years of my younger life. I wanted to help so bad, but no one would take me seriously. I was always the "different generation" or "lucky one" alongside my professional colleagues.

Others I know have felt the same way, and this is precisely who I am talking to. Don't be afraid to go deep into emotion here. It's the "deep stuff" that builds a connection.

You don't have to be #1 in your field to be a valuable teacher to others. As long as your method is proven and you can honestly help others, you should do so. For example, say I wanted to learn how to build muscle to become a better athlete. I don't necessarily have to learn from Arnold Swartzenager, winner of Mr. Olympia six years in a row. Any credible expert would be beneficial.

Take a quick look at the emotion section in the diagram:

The second E is Entertainment. In this step, your job is to have some fun with the customer. You wouldn't want to work with someone unless it was enjoyable, would you?

Here is when you get to "pull back the curtains" and be a regular human being. (not having that strict "it's all about business" mentality)

We all need to enjoy our lives. This includes the workdays of Monday-Friday / 8am-5pm. That's the vast majority of your life, so enjoy it.

When using entertainment, you are getting your customer to like you. Go out for a beer, play a round of golf, or laugh over some shared stories.

Entertainment for our authors is done through an award-winning Hollywood story arc. If it's good enough for a multi-billion dollar industry, Hollywood Movies, don't you think it would work for you?

In Hook, Line, and Book, we tell our readers the unedited truth about the beginning of Conversion Publishing. It wasn't an easy start for us. We weren't the longest-running writing & publishing company or had millions of followers on YouTube. But, what we do have is an exciting story linked to credible results and a proven process.

Sometimes revealing your mistakes in business is necessary. We don't all hit home runs the first time we step up to the plate. In entertainment, your job is to provide enjoyment and become a bit vulnerable.

It's scary, but customers will truly understand who you are when you do this. You'll never be "just some company." You'll be the REAL COMPANY customers prefer and enjoy working with.

Take a quick look at the entertainment section in the diagram:

The third E is Education. This step is when you break out the best of your material. Give everything you can to the customer so they will succeed.

Maybe it's:

- Your simple three-step process for investments that grow throughout your life.

- The four core formulas you apply in law that produce 90% won-cases.

or

- A 10-year nutrition plan proven to prevent yo-yo dieting and weight gain/loss.

Your unique (and proven) process is given in education.

In our book, Hook, Line, and Book, we give ALL THE STEPS to writing a successful business book. This is the same way our authors have their books written.

I know you may be thinking, If I give away everything, no one will ever pay for my service. It's true, a portion of your prospects will take the information and achieve your promised benefit without your help. But, it will be the vast minority.

On the contrary, the vast majority will see you as a trusted advisor. You are someone, whom they trust, to help them achieve success. After all, you are the true expert, and you'll not only save them time (with trial and error), you'll also deliver a perfected product. Most customers, along with myself, will be more than happy to pay for your product or service.

You're in business for a reason. If you're reading this article, I'm sure you know exactly what you're doing and how to get results.

All your knowledge likely can't be put into the pages of a book, but include all the key points readers need to win. Don't hold back from your customer. You're only doing yourself a disservice, as customers are now smarter than ever! It's effortless for them to sense that you are hiding a secret you want them to buy. This turns people off, and you'll see them flee toward your competitors.

Take a quick look at the education section in the diagram:

That's The 3E Method. When you put emotion, entertainment, and education together, you have successfully earned the right to lead customers to ACTION.

This action can be as simple as a weekly newsletter subscription or as complex as a consultation call for an annual contract. The choice is yours. Make sure you build "know, like, and trust" by using The 3E Method before coming to "an ask" from your customer.

Relative to the fun Santa Clause rock climbing photo above, you'll find something interesting. After using emotion, entertainment, and education, you'll often see customers:

- STOP price shopping you against the competition

- STOP asking you for a discount or your best price

and

- STOP taking your information and then buying elsewhere

Using the 3Es will help you stand out from the competition and position yourself as THE CHOICE your customer will work with. Be top-of-mind for your customer, as I know they are top-of-mind for you.

- Andrew

If you want to learn more about standing out from the competition, or connect with us and read the chapter in our book:

How You Build "Know, Like, and Trust"

Click this link.

Conversion Publishing is a done-for-you service company that helps existing experts transfer their knowledge from content into books. We make no claims or representation that you will earn money or make your money back by contracting Conversion Publishing. Your business book will vary based on the value of your content and the commitment you put to your project.

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