Ed Sheeran is one of the most popular music acts in the world.
- He has sold more than 150 million records worldwide.
- Two of his albums are in the list of the best-selling albums in UK chart history.
- 4 of his videos have over a BILLION views.
- Thousands pay big money to see him live.
So why didn’t anyone jump at an offer to experience an intimate live concert for just 2 bucks?
The answer has some powerful implications for your business.
Take a look:
So … what’s the big takeaway?
It doesn’t matter how good your stuff is (or how famous you are): If you position your offer the wrong way to the wrong audience, no one cares. Even if you’re at the height of your powers.
The good news is:
This has nothing to do with how awesome you are (whew!)
The bed news is:
Awesome doesn’t matter unless your positioning reminds your audience how awesome you are, and how far-reaching your impact is.
Here are a few things poor Ed could have done to ensure more than a trickle of fans. And how you can apply the same lessons to your business:
Reduce the Risk:
If there was a video monitor at the door where you could actually see Ed inside waiting, you wouldn’t feel like you were risking your life by going inside and the response would have been much higher.
What are some ways you can reduce the risk with your own offers?
Be the One That They Want
If the person at the door had looked more like Ed’s typical fan, and less like a creepy carnival barker, there would have been a greater attraction, and less of a disconnect.
How can you show up as someone your market really connects with? How can you place your natural qualities that attract and bond with your ideal clients front and center?
The Line Out the Door
If there had been a line out the door it would have:
- Attracted more attention.
- Eliminated the possibility of being taken advantage off (if everyone’s doing it, it must be safe).
- Created a “bandwagon effect” and social proof (if so many others are doing it, it must be fun).
- Create an intense feeling of FOMO (fear of missing out) that would have propelled more people in the dorr.
How can you add buzz, social proof and an irresistable pull for your offers by creating a ‘line out the door’ effect so others want the benefits so many others are enjoying?
Rekindle Their Emotions and Desires
If they had some of Ed’s music playing outside, it would have re-connected his fans to the emotional pull they feel for his music. And get them excited (instead of repelled) by what awaited them.
How can you connect your prospects to their yearning for the results you help them experience? And remind them how sweet their life woulld be if they had them?
Stoke Anticipation by Giving Them a Free Taste
What if they fed the fires of anticpation with a video of fans over the top reactions to getting a private concert from one of their music heros?
How can you create yearning and desire for your offer by give them a quick preview or a free taste?
The Unintended Message
What if they avoided sending an unintended message by calling it a ‘Peep Show’ and positioned it instead as a ‘once-in-a-lifetime intimate private concert’? It would have created an association with something positive and amazing, instead of weird and creepy.
Are you underselling your offer by sending an intentended message with your positioning that is actually driving clients away?
The key here is that the actual thing you deliver doesn’t change.
what changes is the messaging and the response.
And the change in response is based almost entirely on how the payoff is positioned and perceived.
The implications of this are staggering: That an international music star with followers in the tens of millions is reduced to:
- An afterthought.
- An irrelevence.
- Someone not even worth a small detour on your afternoon walk …
Is a testimonial to the power of how you frame your offer, position your offer and message your offer.
So the next time you’re tempted to beat yourself up with a disappointing response to something you thought was awesome, remember the Ed Sheeran $2 Peep Show.
What you may need is not a wholesale revision of what you’re presenting. But a fresh look at how you’re presenting it.
Need a fresh look at where to find more high-ticket clients?
The kind that recongnize your value, and won’t hesitate to pay what you deserve?
I’ve created a guide, that lists 21 places to find your ideal high end clients. Who not only have the money to pay you, but are already looking for you. You can access your own copy of the guide right here.
