Matthew Pollard

Matthew Pollard is a rapid growth speaker and coach and executive director of the Small Business Festival, internationally award-winning blogger and host of the better business coach podcast.

With 5 multi-million-dollar business success stories, and the prestigious Young Achiever Award, Matthew is a true differentiation, niche marketing, and sales powerhouse.

He was recently honored with induction to the International Sales Blogger Awards Hall of Fame, and is the 22nd most retweeted business coach on Twitter.

Expert session

Tactic that has had the biggest impact on Matthew’s success

Understanding prospect better than they understand themselves

Result if you follow the steps in Matthew’s session

 Get effective niche marketing and have a great goal setting

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Let’s go through a step by step process that really will help people from, you know, I’ve no idea what makes me different, you know, I just have a strong functional skill. I went into business for myself because I wanted to either do things my way or create a business that revolved around me, my family and my life, not the other way around.

But now I’m going out to networking events, or I’m trying to go on my website, people just see me as a commodity, and I’m tired of trying to explain why I’m different and I’m tired of people not getting it to having a strong message that attracts people to want to know more, and making sure that you have that swell of a strong niche market and then making the whole sales process easy.

Now, what I’m going to do is, I’m going to give you a five step process that really breaks down those hours. But what I want to do first is, I just want to quickly explain.

And I’m just going to give you a little bit of an understanding around how to structure your why first, and here’s why that’s so important.

Because in modern day marketing, they talk about, you discover the unmet need in the market, right?

So we discovered this unmet need everybody in classic marketing, you know, doesn’t matter which marketing program you pick up, they say find the unmet need in the marketplace, and then create a message for that market and then create the sale system for that market. And that’s how you’re going to be successful.

The problem with that is, that means you’re bending yourself to the marketplace. And that’s a horrible way to build a business because, look, I can create rapid growth out of anything, but I promise you, there’s nothing worse than having a rapid growth business with customers. You can’t stand in a business you hate working in. So it’s about getting it right first.

The second thing is people follow people these days, not corporations. So we need to make sure especially for those introverts that are listening for all service providers and all businesses, even if you’re a product by SAAS company. You’ll notice that Facebook, Microsoft did, we have Mark Zuckerberg, Bill Gates, people are following the people at the top, the people with the strong messages, not the corporation brand.

So I looked at messaging, I looked at niching very differently. What I suggest you do is understand what your goals are, understand what your why is from that element. Then step out and say, what is my unified message? Then from that, what unmet needs are there in the marketplace that my unified message and my why can feel?

I mean, in the past, like I’m living in Austin, Texas, before that, I lived in Melbourne, you know, you’re from Australia, but you’re currently up in Thailand.

If you want to run a business, you have to work out what customers you could sell to just out there in the real world. But now we live in a global marketplace. If there’s one customer in Austin, there’s probably 1000 customers globally, that which means I don’t have to worry about trying to fit an unmet need in my marketplace.

Now I can build them a message and understand. Create a niche around what I really want to do. So the focus for me is understand your goals, understand your why. Then craft the message and then decide what niche unmet needs in the marketplace. Then pick one and then create the sale system from that.

So step one for me is really about understanding what your goals are. So what I always suggest people do is, they write three business goals, three personal goals. One incredibly selfish to themselves, because that’s the one that’s going to drive you. I mean, you can use SMART criteria. Everyone knows what that is.

The things I really care about is that it’s specific. And it’s time based, which makes it measurable, right? So understand the exact metrics of what you want. Write those goals down and then write the why behind that in 250 words or less summarize each goal in 250 words or less the SMART goal and the why.