Today, we’re tackling a question I received from a coach: “How do I stand out?” It’s a simple yet loaded question. So, let’s break it down and explore how to position your brand to truly shine.

Proclaiming Yourself as the Expert

First things first: You have to declare that you are the expert, and you need to do it unapologetically. Yes, you heard that right. Claim your expertise with unwavering self-belief.

Remember Conor McGregor, the mixed martial arts phenom? He constantly proclaimed, “I’m the greatest.” The same goes for Muhammad Ali. They declared their greatness repeatedly until the world believed them. This kind of confident, unapologetic self-promotion is crucial.

Now, I know what you’re thinking: “But I’m not Conor McGregor or Muhammad Ali.” And you’re right. But here’s the deal: You don’t have to be. You just have to own your space and be bold about it. I’ve had to do this myself, boldly claiming my expertise in positioning both in corporate consumer goods and helping individuals build their brands.

Don’t wait for someone to anoint you the expert. You have to step up and say it first.

Finding Your Niche

Identifying your niche is another critical step in standing out. Who are your people? Who do you want to serve? The more specific you can get, the better.

Think of your niche as the long-tail of what you offer. It’s not just about being a life coach; it’s about being the go-to life coach for corporate women in their 40s who are transitioning into entrepreneurship. See the difference? It’s specific, it’s targeted, and it’s powerful.

Your distinct positioning comes from this specificity. When you define your niche clearly, you create a microcosm where you are the ultimate authority.

Dramatic Demonstration

One of the most effective ways to stand out is through dramatic demonstration. This is all about showing—not just telling—what you can do. Let’s dive into some examples:

Evel Knievel’s Dangerous Stunts

Remember Evel Knievel? This stuntman would perform dangerous motorcycle jumps, and even though he often failed, he became legendary because of the dramatic nature of his attempts. The spectacle was unforgettable.

Televangelists’ “Healing” Spectacles

Televangelists are another example. Their dramatic healing spectacles gained them massive followings. Whether or not you believe in what they did, you can’t deny the impact of their dramatic demonstrations.

Joe Polish’s Carpet Cleaning Audit

Joe Polish, a famous marketer, used dramatic demonstrations when he was a carpet cleaner. He would perform a ‘carpet cleaning audit’ to show the proof of what he could do right then and there.

Ideas for Coaches and Copywriters

If you’re a coach, you could conduct hot seats or on-the-fly coaching sessions to show your expertise live. If you’re a copywriter, how about doing live AMAs (Ask Me Anything) focused on headlines, hooks, or other copywriting queries? The goal is to create something so memorable that your audience can’t ignore you.

Being a Marketer of Your Services

David Ogilvy, the advertising legend, once said, “If you can’t advertise you, what hope do you have of advertising anything else?” This statement is pure gold. If you can’t sell yourself, how can you expect to sell your services or products?

High status and big money flow to those who market themselves effectively. It’s not just about being the smartest or most talented; it’s about being the most memorable.

Curating Your Following

Consistency in engagement is key to curating a loyal following. Let’s look at a few examples:

Lady Gaga

Lady Gaga’s outrageous outfits and extravagant performances are part of a calculated strategy to stand out. Remember her meat dress? Unforgettable.

Howard Stern

When I was in college, I couldn’t stop listening to Howard Stern. His unpredictable, polarizing personality kept me hooked. You couldn’t help but wonder, “What will he say next?”

Jeffree Star

Jeffree Star, a YouTube sensation, with his dramatic makeup launches, literally breaks the internet. His cosmetic palettes sell out in seconds because he’s cultivated a massive, eager following.

Will Smith

Will Smith’s adventures, like skydiving when he turned 50, are a transparent and engaging way to connect with fans. His behind-the-scenes look at his life pulls people in and keeps them coming back for more.

These examples show that being yourself—authentically and unapologetically—can create a loyal following.

Claiming the “One” Status

To become the go-to expert in your niche, you need to boldly proclaim that you are the one. My friend, Dr. Christine Kaczmar, does this brilliantly. She calls herself the “Bruce Lee of IBS.” It’s tongue-in-cheek, but it also makes a significant point. She’s irrefutably the expert in her field, and she isn’t shy about saying so.

Like Conor McGregor or Dr. Kaczmar, you need to declare your status in your niche. Be unapologetic, be bold, and be clear about your expertise.

Creating Mindshare

Capturing mindshare in your prospect’s brain involves establishing a unique position of value. You want them to think of you as the “purple cow” in a field of regular cows—something that stands out in a big way.

Checklist for Positioning

Here’s a handy checklist to help you solidify your positioning:

• Claim distinct expertise: Be bold about what makes you unique.
• Find your niche audience: Be specific about who you serve.
• Incorporate dramatic demonstrations: Show proof of your abilities in memorable ways.
• Package offerings memorably: Make your services unique and distinctive.
• Wear your “cape” boldly: Stand out with confidence.
• Give proof of transformations: Show tangible results and success stories.

By following these steps, you’ll create a distinctive and memorable brand that captures your audience’s attention.

Conclusion

Positioning your brand to stand out isn’t just about what you do but how you present it. Be bold, be specific, and don’t be afraid to demonstrate your expertise in dramatic ways. These elements combined will help you capture mindshare and elevate your brand to new heights.

Thank you so much for joining me in this discussion on positioning your brand to stand out. If you have any questions or thoughts, feel free to connect with me. Let’s keep pushing the boundaries and making our unique mark in the world.

You can also connect with me on social media—I’m on Facebook, Instagram, Twitter, and LinkedIn. Use the tag #PositioningToProfit so I can find you and connect!

Until next time, keep being boldly and unapologetically you. See you soon!