The Saturation Myth

You hear it so much you’ve probably taken it as truth: “The market is so saturated!”

So many other coaches, consultants, practitioners and professionals who do what you do, showing up in the same places, competing for the same clients.

Here’s a bombshell: Saturation is a myth.

True: The market is saturated:

• With solutions that don’t differentiate themselves.
• With look-alikes and knock-offs.
• And with messaging focused on cute and clever … instead of different.

Also True:  When your solution relentlessly and effectively targets the specific places where your ideal clients are stuck, you become the obvious solution … even in a crowded market.

So here are some keys to make that happen:

There are lots of nightclubs – but very few have a line out the door.

The ones that do offer something special to a specific group of people that wants it.

If you’re offering something special but you don’t have a line out the door, you may be offering it to folks who don’t vibe with it. And offering it in the same marketplace everyone else is – just because that’s where everyone else is offering it.

But that all turns around when you realize there’s more than one market that needs you.

And at least one of them is where that audience truly hasn’t seen anything like you (in a good way).

Stop hiding in the security of the same market mentality everyone else is chasing.

When you don’t shoe-horn yourself into the same groups, events and venues everyone else does, you give your people a better chance to find you.

HOT TIP:
Feed your value proposition and a description of your current market into an AI and ask it for additional markets you may not have considered that would be perfect for what you’re offering.

Everyone is telling you to solve a big painful problem. That’s not a bid start.

But the real pain and frustration that’s driving your audience nuts is not that big painful problem. It’s the obstacles that keep them from solving it.

• The walls they keep running into.
• The solutions that lead them to the same dead ends.
• The square hole they keep trying to shove themselves into.

When you stop trying to solve the big, vague overarching problem and focus on solving the specific obstacles standing in their way – YOU become the bridge that gets them past every crappy struggle, into the solution they’re yearning for.

DON’T talk about how hard it is to find true love – SOLVE the specific obstacles that keep them from finding it.

DON’T talk about how exhausting program launches are – FOCUS on getting them to the other side of the specific obstacles that make it that way, that keep them from experiencing success.

Specificity is the mother of profit.

When you drill down deeper into understanding your current market’s most painful complaints and obstacles, you strike gold.

What differentiates you isn’t being the TikTok coach with purple hair.

Or having a fancy program name or a slick brand or buzzword.

The differentiator is when you surgically target the big thing that hasn’t worked for your audience in the past.  The thing they talk about when they say, “Oh, I’ve already taken programs like this, but they never help me with [ this big specific challenge ].

And build your program to make sure it solves it for them in the future.

When you structure your program to make sure they finally get past that thing that never works – you’ve differentiated yourself.

Not just on the style line of how you position your offer. But on the payoff line, where they finally say to themselves: “I got this!”.

So you ensure what’s been keeping them from the promised land of their success in the past, won’t get in the way in the future.

When you do this, you suddenly stand out in a sea of sameness.

Not because your copy is cute, or your business name is clever. But you’re able to target the main things that’s haven’t been working for your audience.

And designed a way through them that feels absolutely foolproof.

Every problem and every obstacle keeping us from what we want has a corresponding situation.

It’s the pain story that accompanies the problem. The narrative. It’s the way their struggle with that obstacle actually plays out, like a scene in a movie.

It’s not failed Facebook ads — it’s “I can’t bear to look at how much money I’ve spent on ads this year with no results.”

It’s not an offer that didn’t convert — its “I had that audience in the palm of my hand but when it came time to buy, I might as well have been talking to a wall.”

When you can tap into the stories your audience is telling themselves about their challenges and obstacles, and reflect those back to them, suddenly they feel like you know them.

Not in a casual way, like a marketer. But like a BFF.

This is the REAL meaning of connection. They don’t only feel you can help them. They feel you GET THEM. That they aren’t alone any more.

When was the last time you felt that way about someone selling you something?

If you did, you probably became a client.

Yes you need a great offer. But when you show them you know them it really seals the deal.

Yes, there are a lot more people online competing for clients. It’s easy to get caught up in the emotion of it.

And the worst part? It becomes a self-perpetuating spiral … when you allow it to.

But when you do the work to:

• Uncover under-served markets
• Tap into the most painful obstacles keeping them from what they want most
• Build your solution about what hasn’t worked for them in the past, so it works for them in the future
• And “show them you know them” by tapping into the stories they are telling themselves about why it hasn’t worked.

You become the one that rises above the noise.

Not just “one of the solutions”. But the only solution.

And it isn’t based on a cute hook that captures their attention and then quickly fades.

But what captures the interest that builds to a sale.