Book More Meetings by Changing Your Positioning

When I first started working with Gina, I showed her a part of what I was doing at the time to get more leads. It was a simple process that my friend helped me with at a phase in my life when I wanted to grow my business without having to create content.

It worked.

Since then, I’ve experimented a lot and made it my own.

For a while, Gina didn’t book many meetings (which is normal — standard booking rate is like 1-3% from cold messages). And the meetings she did book, they were interested in her marketing skills and not what she messaged them about. Now, Gina is getting 4-7 meetings a week.

I want to explore why.

There are a handful of reasons why her outreach wasn’t working before:

• It’s a numbers game and it takes time

• Targeting

• Messaging

• Etc.

But I want to focus on these two items for this newsletter:

1. Expertise & Influence

2. Positioning

What Are Your Stats?

I’ve mentioned this before, but I’ll briefly touch on it again.

If you have a high influence stat (your ability to reach new people and influence their decisions) then it’s easier to book calls. If you are good at what you do (a high expertise stat), and you have a solid system to get your offer in front of people then it is easier to book calls.

Stat: how good you are at something.

Low stat = less skilled.

Mid stat = skilled

High stat = highly skilled.

Early on, Gina had just invested $10,000 in a peak performance coaching program. She felt that she didn’t get what she needed to grow her business; Gina was new to peak performance and to coaching.

Later on, Gina decided to switch back to what she knew — personal branding.

I don’t know how she would rate herself, but from just looking at her experience and all that she has achieved I would rate her at a mid-level (5-6) in expertise on personal branding (personal branding is a big world and there is a lot nested in there).

These influence/expertise numbers change based on the levers we pull and how we position ourselves.

Adjusting Your Positioning

It’s hard to be the best in the world at “personal branding.” It’s a lot easier to be the best in the world at “helping 6-figure coaches, that play video games, build out challenge funnels to grow their personal brand and double their monthly revenue.”

That’s a silly example.

But my point is, the more specific you get… the higher your expertise stat appears to be (and the easier it is to level up that stat). If you position yourself correctly, it gets way easier to book those meetings.

Gina changed her positioning and the offer (the value). She got a little more specific (she’ll probably go deeper as she learns more about her clients and what works best). She also leaned more into her strengths and what people were already interested in purchasing from her.

Now (in her words), she helps consultants & experts create and monetize their personal brand & signature method. She has a special process for that (her signature method - again her words).

That process works & she has done a lot of this type of work before!

That alone raises her expertise to a 7-8 in my opinion. As she gets more results & [ideally] goes a few levels deeper, I think she can get that up to a 9-10.

If you’re worried, you’re not specific enough it’s okay to start somewhere and get more specific later. Often times you have to get your hands dirty before you really understand where you’re needed and how best to position yourself.

Also: For some reason, my automation did not work for the Clarity & Alignment exercise last week. For anyone that didn’t receive that — here’s the template.