Newsletter Subject
The easiest of times AND the hardest (for growing your biz)
From
luisazhou.com
Email Address
support@luisazhou.com
Sent On
Tue, Dec 12, 2023 10:45 PM
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Q for you: Are you afraid you might be starting your business too late? That your competitors are to
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Q for you: Are you afraid you might be starting your business too late? That your competitors are too big and too far ahead of you? Or that itâs too hard for you to stand out? Because if youâre feeling even an inkling of any of that â or even worse, experiencing any of that right now â I think youâre going to find this email really helpful. Because today, weâre going to break down the only way left to stand out these days. Starting with a little bit of nerd-ery. (And youâll see in just a second why this is super important for every entrepreneur to know.) The first time I heard this concept, I was blown away. Now, I realize that every marketer worth their salt knows this â but that just goes to show how important it is! The idea of market sophistication is the brainchild of advertising legend Eugene Schwartz. And to quote Schwartz, it basically boils down to: âHow many similar products have they [your market] been told about before?â Because the more products theyâve seen, the less they want to hear about your product. Take the smartphone, for example. Remember when the iPhone first came out in 2007, and it was SUCH a big deal? First, it was the fact thatâ¦whoaâ¦now we had smartphones . Then it became about the specs â I remember hearing so much about the touchscreen, the special glass it was made of, and how good the camera is. And nowâ¦? Having an iPhone (or smartphone) is almost a default. Nothing new to write home about at all. And this is important because⦠Every market follows a similar trajectory. (Which has a huge implication for how you should be marketing right now.) Back when I started online in 2014, it was like the Wild West. There werenât that many online course options, and selling online coaching â or really, selling any kind of personal service or information â was just starting to be a âthing.â So if you were consistent enough with your content, it was (relatively) easier to stand out and start making sales. As time went on and the marketplace got more crowded, that changed. And these days, itâs almost the norm to have your own thing â whether you call it a âpersonal media company,â solopreneurship, or side hustle â and to provide some sort of service or information. On one hand, thatâs good news: Because there really has never been a better time to start or grow your own online business. The tools make it easier and cheaper than ever. And from the customer side, itâs becoming more and more normalized to buy from small businesses. But on the other hand, itâs also really bad news: Because if you donât know how to stand out, youâre going to get lost in the crowd. And the answer is not to talk up your product and the results it helps your clients get â because now thatâs just the baseline . Nor is it to focus on what makes your product so great and different â because itâs all been done before. (Again, you should talk about it. But itâs more of a baseline now, not a differentiator.) So what is the best â and really, only â option for standing out and making more sales these days? Itâs a strategy that I call: Unforgettable-ness. In other words: Becoming so Unforgettable that you and your business naturally stand out as the most interesting, and best, option for your ideal clients. Tomorrow, weâll be breaking down what this is, how I discovered it, and the difference it can make to your business. ⨠Luisa Zhou If you no longer wish to receive these emails, click here to
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Zhou Ventures, Inc.
459 Columbus Ave #4049
New York, NY 10024
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