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How to Find Your

Niche as a Trainer
Branding Yourself for Your Ideal Market

with Janet Switzer


Jack Canfield’s Coauthor and Marketing Strategist
for The Success Principles

Page 2 Meet Janet Switzer

Page 3 Introduction: Why Become a Leading Trainer in Your Field

Page 6 Your Ideal Target Market: Who Do you Want to Be?

Pages 7 The Four-Step Process for Determining Who You Want to Be

Page 12 Step 1 Brainstorming Page: Start with What You Know

Page 13 Step 2 Brainstorming Page: Determine What Kind of Work You Enjoy

Page 14 Step 3 Brainstorming Page: Decide What Type of People You Enjoy Working With

Page 15 Step 4 Brainstorming Page: Determine Who Has Money to Give You

Page 16 How to Merge What You Want with Market Wants

Page 21 Pulling it all Together

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 1
Meet Jack Canfield’s Coauthor and
Business Strategist on The Success Principles …

Janet Switzer
A 25-year veteran of the training and publishing fields,
Janet Switzer is unique among experts as the woman
who’s developed and executed the day-to-day income-
generation strategies of many of the world’s top celebrity
trainers, speakers, authors and experts. Jack Canfield of
Chicken Soup for the Soul; Mark Victor Hansen, author of
The One Minute Millionaire; television coach Lisa Nichols;
personal finance expert David Bach; motivational speaker
Les Brown; underground business guru Jay Abraham,
and tapping-therapy founder Dr. Roger Callahan have all
been her high-profile clients, among many others.

Today , she’s the New York Times bestselling co-author


with Jack Canfield of The Success Principles: How to Get
From Where You Are to Where You Want to Be, published
in 30 languages. As well, she’s the #1 bestselling author of Instant Income: Strategies That Bring
in the Cash for Small Businesses, Innovative Employees and Occasional Entrepreneurs from
McGraw-Hill Publishers.

Her books, newsletters and training courses are used by businesspeople in more than 80
countries—spanning dozens of diverse industries and virtually every business category. She’s
also one of America’s most respected authorities in the knowledge-products industry, and helps
experts build publishing empires and media careers around their business strategies, training
concepts, industry expertise and unique market posture.

Miss Switzer has not only built highly visible training businesses spanning hundreds of
specialty titles and products for recognized authors and experts, she has engineered countless
information marketing campaigns and generated millions of dollars in the process.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 2
Introduction:
Why Become the Leading Trainer in Your Field?
It’s been my great privilege to work with some of the best-known trainers in the world. In fact, when I
sat down to catalog my marketing systems for this tutorial, it occurred to me that I’ve rarely worked with
an expert who wasn’t the leader in their field.

I admit that may have been just the luck of the draw, but it’s also given me a perspective that’s fairly
unique in the marketing industry. In truth, from my very first job as campaign coordinator for a Member of
Congress at age 19 to my current work as the marketing “muscle” behind some of the best-selling
publishing and consulting empires of all time, I’ve learned what makes leading experts different.

For instance, I know how their identity is created, how their message is postured, how their deals are
done and how their reputation is leveraged. I know how to get people to pay big money for their
wisdom…how to get their articles published…how to get national trade associations to endorse them…and
on and on.

I don’t say this to brag—but merely to demonstrate that there’s a specific system of steps that can
easily and with virtual certainty catapult anyone to the top spot in their industry.

By the time you’re done reading this manual and marketing plan, it will come as no surprise to you that
a leading expert’s position in their marketplace is really only as good as the marketing efforts behind them.
More importantly, however, you’ll know without a doubt that a leading expert can actually be created
strictly through the efforts of good marketing.

Think about it.

Have you ever met a brilliant, but unknown, trainer whose name you’d never heard before? Not the
leading expert in his market.

By contrast, have you ever met an industry leader who catapulted to the top of their field in just five
years or less, even though older, more experienced experts abound?

That’s a leading expert.

And the good news is that there are proven systems for marketing your way to leading expert status.
Some of these marketing systems involve traditional type advertising and public relations. But the most
powerful systems involve packaging, publishing and promoting your expertise in formats that are easily
accessible to many more people than you could ever work with as an hourly consultant or business owner.

Imagine selling your expertise to customers and clients all over the world in the form of international
training events, books, packaged training programs, teleseminars, webinars, online courses, syndicated
columns, industry reference guides, subscription consulting programs, certification trainings, mentorship
programs, highly paid speaking engagements and more… in addition to your normal hourly consulting
work or day-to-day business operation. The truth is, more than any other occupation, consultants,
entrepreneurs, authors, and coaches benefit from being both published and publicized.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 3
In fact, packaging and selling your expertise in the form of different kinds of knowledge products will
catapult you to Leading Expert status faster than almost any other way.

It gives you a platform for your marketing campaigns...provides a reason to be written up in the Wall
Street Journal…yields an ebook or series of articles to circulate around the Internet…and is a simple,
inexpensive way to recruit many more clients than you right have now.

Creating knowledge products can also provide incredible additional revenue for your business. I’ve
generated as much as $105,000 in six weeks with a simple seminar program…$21,000 in eight minutes
from an audio series…and $1,069,724 in 46 weeks from a subscription consulting program catering to
fellow entrepreneurs who paid over $1,200 a month for ongoing training.

In fact, virtually all of the world-renowned t I’ve worked with in the past several years have had a
publishing and training division in addition to their regular consulting or business operation.

This provides incredible leverage for your business or consulting practice. Think about it. When you
consult, all you have to sell is your time and talent. If you run out of time, your revenues become limited.
But spend just one weekend compiling your advice and expertise in the form of an audio-CD program—and
you can continue selling those CDs long after your schedule is booked for the month. For years, potentially.
Or, conduct just one weekend seminar and you can make hundreds of thousands of dollars—perhaps the
equivalent of several months’ worth of consulting time for you.

That’s real leverage.

Of course, I didn’t fully understand where the true leverage was for industry experts until I began
working for America’s highest paid marketing consultant, Jay Abraham. At the time I started working for
him, Jay’s time sold for $2,000 per hour or 25% of the profits he generated for a company. He was very
well paid. But he made much more from his seminar and publishing divisions, selling high-priced $5,000
weekend “boot camps” and $495 marketing short-courses. In fact, at the time I started working there, Jay
had only 7 titles for sale!

Over four years, I developed 327 titles, a 28-page catalog, a national telemarketing sales force, outside
fulfillment of product orders—and in one case, I developed the curriculum materials and coordinated the
marketing campaigns for a $15,000 Protégé-Mentor Training Program where Jay trained more than 980
people in just 10 months.

For Cynthia Kersey, an international speaker, I designed an eight-audio program with workbook that
Cynthia earned more than $500,000 from in just five years. It even led to a contract with Nightingale-
Conant and an appearance on the Home Shopping Network for her. It also became the basic course
materials for a telecoaching program Cynthia launched.

After selling 83 million books in the first 10 years of the brand, Chicken Soup for the Soul co-author
Mark Victor Hansen began conducting book-marketing seminars generating hundreds of thousands in
extra revenues above and beyond his book royalties and speaking fees. Having produced the marketing
campaigns for most of these seminars over the years, I can tell you, weekend events like this one are easy to
promote and publicize.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 4
Jack Canfield, Train-the-Trainer program, trains people to be “junior versions” of himself—going out
into the marketplace and conducting local success workshops for corporations, government agencies,
church groups, prison populations and other groups Jack could never possibly get to, given his schedule.

Laurie Beth Jones, author of The Path and Jesus CEO, has done the same thing with her Pathfinders
program—training consultants to work with large companies strictly on values-centered management
issues.

Both Jack and Laurie’s programs—since they are selling an opportunity to expand someone’s business
or consulting practice—are very easy to market.

But perhaps the most successful program I ever developed was a subscription consulting program in
the alternative healthcare field—charging practitioners over $1,200 a month for ongoing support. The two
doctors I developed it for were already earning over a million dollars a year from their practice, but this
program added another $1,069,724 in just 46 weeks. It was sold to practitioners outside their geographic
market area who wanted access to a proven practice management system and turn-key marketing
programs.

Could you develop profits centers like these with a little guidance and a few proven marketing systems?
I believe you can. In fact, this tutorial will help you determine what sort of identity you should present to
your marketplace so you can begin to develop your own training programs, products and services—then
execute marketing strategies for building your own business empire using the marketing plans and
templates I provide in the unique marketing program I’ve compiled specifically for Jack Canfield’s Train-
the-Trainer Program participants.

Let’s get started now—with a new perspective on who you are in the marketplace. I’m delighted to be
guiding you on this journey.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 5
Your Ideal Target Market:
Who Do You Want to Be?
Before embarking on the path of marketing your way to leading expert status, you must decide who you
want to be. While this statement may sound somewhat simplistic—Don’t I already know who I am? you’re
probably thinking—the truth is, most trainers end up packaging themselves as a guru the market doesn’t
want.

They approach their whole identity by saying, This is who I am. Now how can I sell myself to the
marketplace?—when they should be saying, “What result does the marketplace want? And how can I use
my expertise to become the trainer who delivers it?”

Notice the difference in this approach: The first sets you up for tremendous hardship—spending time,
effort and money to force your persona and message on the market—while the second approach simply
sells people what they already want to buy.

It’s a lot easier.

But it also leaves you the time, energy and focus you’ll need to pursue the truly big opportunities that
will more easily come your way using the second approach.

Of course, there’s another—more important—reason you should approach your identity from the
market’s point-of-view. It’s simply that the marketing systems in this program not only have the ability to
create a brand-new identity for you, they could catapult you to the top of any field you choose, sell products
to any market—and create cash-flow for even the most obscure “experts.”

These systems are that powerful .

So you must be absolutely certain of who you want to be—and that you want the leading expert
position you’re planning for yourself. Because the danger is, once you start down a specific path with a
certain identity you’ve created, occasionally there’s no turning back. At the very least, it’s difficult to re-
create your persona once you’ve imprinted who you are and what you offer on the minds of your buyers
and adoring public.

How to Decide What Kind


of Expert You Want to Be
Perhaps the easiest field to dominate as a leading expert is a niche market which is currently
underserved by the rest of the experts out there.

Let’s look at an example.

In the crowded field of self-help and personal growth, Stephanie Marston has become the leading
expert in helping women aged 35 to 54 expand the possibilities for their lives and re-invent themselves
once their children are grown and their careers are more stable. She wrote the book, If Not Now, When?

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 6
Reclaiming Ourselves at Midlife. And while she certainly has information and strategies that are helpful for
all age groups, she concentrates on the group of people she enjoys working with most—and whom she
believes can benefit most from her wisdom.

When I first consulted with her on the marketing portion of her book proposal for Warner Books, I
helped Stephanie create an identity as the ultimate expert for women facing midlife—but also as the
ultimate expert for companies who need to know what women at midlife are thinking and doing. This was
very important because the real money is made not from selling books to consumers, but from selling high
priced training and consulting products to businesses and high-level individuals.

Carving out a niche for yourself—as Stephanie did—means you’ll chase after a smaller market, focus on
deals with bigger impact, work less and work with people you enjoy being around.

It simply makes sense.

A Four-Step Process for


Determining Who You Want to Be

Whenever I work with a new client, I ask them to go through a simple four-step exercise that helps us
both determine not only who they can be—but also who they want to be. It helps us determine what the
market wants, but also what they can deliver. And it’s a process I recommend you go through, too. Take a
look:

Step One: Start With What You Know


While this seems simple enough, you’d be surprised how many people have never really catalogued
their total body of knowledge. In fact, you’d be even more surprised at how much you know, once you
complete this easy exercise.

Set aside 90 minutes of uninterrupted quiet time in your day. Start with several sheets of blank paper.
Then begin jotting down—in bullet format—all the subjects and topics you know something about.

Perhaps you’re a human resources specialist and know a lot about hiring people. Jot down “Hiring
Procedures” as a topic. Perhaps as part of your hiring procedures, you conduct an informal 30-minute
meeting with each new employee that covers how to make the most of their career with the company. Jot
down “New-Hire Motivational Training.”

Then, let’s say you work with one of the largest fast-food restaurant franchises in the world and it’s
been discovered that the employees you hire and train stay on the job an average of 6-10 months longer
than employees who are trained by other Human Resource specialists. Write down “Restaurant Employee
Retention.”

Perhaps, too, you developed an entire workshop series for new employees complete with color
overheads, the script and a workbook. Write down “New-Hire Training and Retention System.”

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 7
Then, let’s say your client even had you compile a list of information resources for fellow HR Specialists
at the company’s many regional locations. Jot down “Regional Resource Guide for Restaurant HR
Specialists.”

Then, perhaps as part of doing a good job and to insure your client’s company stays competitive, you
program your online news to track the recruitment and hiring practices of your competitors.

You even email the more interesting articles to a group of fellow specialists and managers you’ve
assembled in your address book. Write down “Industry Updates Via Email.”

Do you see where this exercise is taking you?

By the time you’re done writing and remembering…by the time you’ve finished ‘oh-yes’ing and ‘ah-
ha’ing…you’ll have an entire list—like the one on the next page—of knowledge, expertise, product
components, contacts, skills and other valuable information that could ultimately be the complete
embodiment of your unique expertise in this field. But more importantly, you’ll have a list of information
that is specific to the needs of a specific category of people in your industry.

Step Two: Determine What Kind of Work You Enjoy


Once you’ve developed your list of what you know, you can use it to develop a list of what you like to do.

Everybody has something about their work they love doing more than anything else—some one thing
you love to do and do so well, you hardly feel like charging people for it. It’s effortless for you and a whole
lot of fun. And if you could make money doing just that one thing alone, you’d make it your lifetime’s work.

In my case, I could work from morning till night building training businesses—creating the personas,
the products and the marketing systems needed to transform experts into the leader in their field. Not
surprisingly, I’ve honed these skills to the point where I’m now a leading expert in launching other leading
experts.

It’s just something I love to do.

There’s something you love to do, too, What is it? Have you really thought about it? Take time now to
check-mark those things on your subject list that you know a lot about—but that also give you enjoyment,
satisfaction and increased self-worth.

Step Three: Decide Which Categories of People


You Enjoy Working With
Throughout your career you’ve probably interacted with thousands of people—from co-workers to
managers, vendors and fellow business owners. In fact, you’ve probably worked with these groups for so
long, you could easily say which you like working with and which you could walk away from forever.

That’s what I’m asking you to do now.

If you could work with whomever you please—whether it’s people who benefit most from your
message, or people who challenge you the most, or people who could join you in a bigger mission for your
work—write down now who those groups of people would be.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 8
Perhaps you work at a hi-tech company, but secretly your greatest enjoyment comes from teaching life
skills and entrepreneurship to teenagers. Write that down. Or perhaps you’re a psychiatrist who has
developed a new modality—but enjoy teaching it to fellow therapists more than you enjoy using it in a
clinical setting. Write that down.

By the end of this exercise, you should have a list of who you are willing to work with—and who you’d
rather leave to someone else. You can even use the government’s list of SIC codes (Standard Industrial
Classification) to help jog your memory about industries and groups of employees and professionals you
might work with. It’s available online at http://www.osha.gov/pls/imis/sicsearch.html and is a list of all
the kinds of businesses that exist in the United States. If you enjoy working more with individuals, you can
create your own list through brainstorming—including teens, athletes, working women, over-worked
executives, millionaires, and so on.

Step Four: Determine Who Has Money to Give You


Money is required to get you to leading expert status. It’s required to develop your identity and it’s
required to build your training business.

But the good news is, money can be found virtually everywhere — if you know where to look. There
are five main categories of people who will buy your training products and programs:

(1) Consumers (4) Government Agencies


(2) Businesses (5) Schools and Education-Related Organizations
(3) Non-Profit Organizations

By far, the category with the most money to give you is (2) Businesses. In fact, of all the ways that exist
for making really big money, one of the easiest is selling training that helps businesses make more money,
build their customer base, manage their operations, improve their employees, comply with the law, create
more time, save on expenses and so on. When you sell products to businesses, we call that “business-to-
business” selling—that is, your business is selling goods or services to other businesses.

But here’s the good news: Not only can you charge more money when you package information and
expertise for businesses, you have a better chance of getting that money. Here’s why:

While consumers compare every purchase they make against every other thing they need to buy,
businesses are accustomed to routinely spending large amounts of money on business-building tools and
other operational expenses. It’s just part of normal business operations. They think nothing of spending
$995 for a home-study course or $3,000 for a weekend seminar—as long as they’re convinced it’s a
justifiable business expense. (This is where your marketing copy becomes very important. It must explain
the product, educate the business owner on the value of the information you are selling, and convince them
it’s a good investment.)

Even training programs and consulting products priced above $10,000 can be sold quite easily to the
right types of businesses with the right marketing materials. In fact, I know of hundreds of doctors who
spend $2,000 a month on a subscription-consulting program offered by someone who has never even been
to medical school—simply because they know the service helps their practice earn many times that $2,000
each month.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 9
But what if your expertise is naturally directed toward consumers, teachers or non-profit
organizations? What if the people you enjoy working with simply don’t have the money to pay big bucks
for your expertise? That’s an easy problem to solve. Find out who has a vested interest in making sure
these people get access to your information.

Let me give you an example: When the Chicken Soup for the Volunteer’s Soul co-authors approached me
about a marketing campaign that would sell volume orders of the book, I told them to go to where the real
money could be found — to corporations and sponsoring foundations. I told them to put together a
Volunteer Recognition Program with reproducible certificates, recognition speeches and other helpful
materials on CD-ROM, and then offer it — along with large quantities of the book — to corporations who
could buy it for their charity of choice. Similarly, a non-profit could use the Volunteer Recognition Program
as a turn-key package they could use to more easily get a corporate sponsor if they didn’t already have one.

Similarly, when Jack Canfield wanted to convert his STAR Corporate Training Program into the GOALS
Program for welfare recipients, social service constituents, prisoner populations and other under-funded
groups, we created an entire list called “Where to Find Funding to Bring GOALS to Your Students and
Constituents.” In that document, we listed foundations, parent-teacher organizations, local businesses,
government grants and other sources of funding the school or agency could approach to get funding to pay
for the modest cost of the GOALS workbooks, videos and facilitator’s guide.

Could you do the same? Let’s say you’re an expert in peak performance and motivation—and you love
working with high-school students. Could you transform your strategies for personal success into a system
for reducing school violence and drug use—then get a corporation to sponsor your speaking tour and
development of products? Motivational speaker Jason Dorsey did that. In fact, he got a major corporation
to pay for a multi-year program designed to transform schools and train teachers.

If you were an expert on etiquette for children and wanted to bring your expertise to schoolchildren
everywhere, ask yourself which major corporations or foundations would have a vested interest in funding
the development and launch of such a program. You could actually train and certify instructors across the
country on how to get corporate sponsors, enroll schools, and deliver the workshops—effectively turning
them into continual buyers of your workbooks and videos, year after year.

Think about it. One of the primary questions I answer for my clients is Where’s the money in this?
While it may sound mercenary, the truth is that it takes money to get your message out. Even if your
mission in life is very noble, all that selfless devotion can go right out the window if it’s a struggle to pay
your bills every month.

Additionally, strictly from a marketing standpoint, your expertise will be much more respected if
people pay for it—and pay good money for it.

In summary, once you’ve determined what you know, what you like to do, who you like to work with
and who has the money to pay you, you can start to mesh these “wants” with what the market is willing to
buy. Take time to do the brainstorming process below first, though, to crystallize your leading expert
persona in the marketplace.

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Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 10
The next few pages contain blanks that can help you with this brainstorming process—Step One
through Step Four. Once you’ve finished, you can begin to merge what you know (and the market in which
you want to be an expert) with what the market wants and is willing to buy.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 11
Step One Brainstorming Page:
Start With What You Know
Use this page to catalog your total body of knowledge. Set aside 90 minutes of uninterrupted quiet time
in your day. Start with this page, adding several sheets of blank paper, if necessary. Begin jotting down—in
bullet format—all the subjects and topics you know about.

Perhaps you’re a human resources specialist and know a lot about hiring people. Jot down “Hiring
Procedures” as a topic. Perhaps as part of your hiring procedures, you conduct an informal 30-minute
meeting with each new employee that covers how to make the most of their career with the company. Jot
down “New Hire Motivational Training.” Whatever you know how to do, write it down!

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Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 12
Step Two Brainstorming Page:
Determine What Kind of Work You Enjoy
Once you’ve developed your list of what you know, you can begin developing your list of what you like
to do. Take time now to transfer those things from your subject list that you know a lot about (above)—but
that also give you enjoyment, satisfaction and a feeling of increased self-worth.

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Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 13
Step Three Brainstorming Page:
Decide Which Categories of People You Enjoy Working With
If you could work with whomever you please—whether it’s people who benefit most from your
message, or people who challenge you the most, or people who could join you in a bigger mission for your
work—write down who those groups of people would be.

By the end of this exercise, you should have a list of who you are willing to work with—and who you’d
rather leave to someone else.

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Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 14
Step Four Brainstorming Page:
Determine Who Has Money to Give You
There are five main categories of people who will buy your knowledge products:

(1) Consumers

(2) Businesses

(3) Non-Profit Organizations

(4) Government Agencies

(5) Schools and Education-Related Organizations

From the categories you listed under Step 3: Categories of People You Like to Work With, determine by
name which companies, industries, populations, organizations and other groups typically have money to
pay top-dollar for your wisdom and expertise. Once you complete this exercise, you’ll move on to merging
what you like to do with what the market wants and is willing to pay for.

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Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 15
How to Merge What You Want With What The
Market Wants
I’ve always chuckled at that old rule of business: Find a need and fill it. Because while many people in
many markets need many things, when it comes right down to it, most people these days will forego what
they need so they can spend on what they want.

This is good news for you.

People want a result. You have the expertise that will deliver it to them.

Of course, the trick is to present yourself in such a way that says, “I know what to do. You can trust me.
I can give you the result you want.”

That’s where marketing comes in. But it takes some research, too. You must determine how you’ll sell
yourself, your knowledge and your training products or services to these potential buyers.

What Does the Marketplace Want?


It’s no surprise that we live in a very complicated world. As a result, people today will spend almost
any amount of money to be led through this mine-field we call Life. People want specific guidance from
authorities with real-world experience. This is one reason why mentorship programs are so popular. And
it’s the reason general strategies no longer sell very well. Tons of printed materials and extensive
collections of CDs and DVDs are also no longer popular. It simply takes too much time to sift through all
that “fluff” to get to the one nugget of information that could change your life.

Instead, buyers want real-world experience honed down and distilled into specific recommendations
they can implement immediately—with results seen in days, not months or years.

The more specific to the buyer’s own situation, the better. And if you can deliver a complete training
system for improving their business—particularly if their type of business traditionally struggles or fails—
you can easily charge $20,000 or more for that system.

That’s why it’s so important to look at how you deliver your expertise.

I’ll be detailing the most successful formats for packaging your training expertise in the full marketing
package for Jack Canfield’s training students, but for now, let me give you a few ideas on how to hone, distill
and deliver your information to the market.

Here’s one example: Steve Anderson sells his monthly newsletter to a very narrow segment of the
insurance market—independent insurance agencies who write policies from multiple insurers. It turns out
that each insurance company provides software to help these brokers track, sell, update and renew their
policies, but the problem is, no single company’s software can talk to any of the other software programs.
It’s a nightmare. Office staff has to be able to operate as many as 20-30 different software

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 16
applications, so training is a problem and accounting is even worse. Hours and hours and hours of every
day are taken up with making systems work, finding information and helping customers in the process.

Are these brokers in a painful situation? You bet.

So Steve started publishing TAAR: The Anderson Agency Report. Not only is it the only newsletter of its
kind in America, Steve conducts the largest industry conference in the nation dedicated specifically to this
issue. He sells his newsletter for $179 a year, plus he sells a $349 Agency Technology Manual he compiled
to help brokers make sense of it all. He even does on-site consulting (at $1,500 a day) for brokers who are
desperate to overcome this challenge and maximize their computer investment, too.

Steve is well known as the leading expert in this field. But notice. I did not say he’s the leading expert
in the insurance industry. In fact, that’s a position he doesn’t even want to fill. It’s too broad. It’s too
competitive. It requires too much knowledge.

Steve’s expertise lies in one specific area where people are in pain. They want someone to take away
that pain. And they are willing to pay a lot of money to whoever can do that.

What does your marketplace want? Here are a number of marketing strategies that can help
you find out:

(1) Offer a teleseminar about “opportunities” in your field and solicit questions ahead of time. This will
give you an indicator of what’s uppermost in prospects’ minds.

(2) Approach 25-30 randomly selected business owners or individuals in your intended market.
Introduce yourself. Awe them with your expertise. Then say, “You know, I’m considering putting
together a training program that would incorporate everything I know about getting results in this
area. If I were to do something like that and charge several thousand dollars for it, what would be the
top three results you would want the program to deliver for you?”

(3) Survey your marketplace informally, then publish your survey results in a press release that postures
you as the industry clearinghouse for information.

(4) Program your online news feature to deliver news articles containing industry keywords. Call
anyone listed in those articles with questions you may have about the industry’s wants. You can even
ask them what they would look for in any solution you might develop to solve the particular challenge
noted in the article.

(5) Determine who is new to the industry, where they come from, where they are taking their professional
training...then talk to the people who are their first point of contact with the market—whether it’s
schools, certifying boards, magazines, etc.

(6) Find out who is leaving the market and why. Talk to the people who may have had the last contact
with those people who are “dropping out.” Perhaps you have the information they need to survive
and stay in the field.

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(7) Try to discover what the average person in your industry knows. Don’t assume that everyone in an
industry “already knows everything.” If the average person is untrained or unskilled, you can often
provide training that’s merely a step above their level—which may be exactly where your own
expertise is right now.

(8) Talk to potential endorsers about the average person on their customer list. When you see trends
that are not being met—even by those potential partners—you know you’ve found a niche that’s not
being served.

Strategies like these will get you the data you need to approach your chosen market.

Can You Take Away Their Pain or Fulfill Their Dreams?


Just like Steve Anderson and the insurance agencies I talked about earlier, taking away people’s pain is
a great way to make money. In fact, in any market, there are really only two ways to make money:

(1) Take away people’s problems or...

(2) Help them fulfill their dreams.

In marketing jargon, we say, Speak to their pain or speak to their ambition. When you sit down to write
copy that will sell your products and services, you must know for certain what your market wants — and
what motivates their purchasing decision: pain or ambition. Only then will you know what to deliver in the
way of products and services.

Are Your Buyers Up-Market or Down-Market?


While most knowledge products can be delivered for a middle-of-the-road market, some fields are just
inherently up-market or down-market.

A book on how to care for antique furniture and valuable paintings, for example, would naturally be up-
market, while a website selling information on get-rich-quick schemes would typically appeal to a down-
market crowd.

Why is this important? Because once you know who your market is—whether they are affluent buyers
or the “Joe Lunchbucket” crowd—you can tailor your marketing copy, your sales ‘hot buttons,’ your pricing,
packaging, delivery, guarantees and even your payment methods to your audience.

Let me give you an example:

I once worked on a project for a client who sold information via 900 premium-rate telephone service. A
900 telephone number is where buyers dial a toll-based phone number and pay by the minute (or pay a
one-time fee for the call) to listen to information or advice. The buyer is charged on their monthly
telephone bill, and the phone company pays the information provider directly.

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The only problem? The consumers seeking my client’s information were generally lower-income or
“down-market.” So, while the client was getting great traffic on his phone number and the callers stayed on
the line a long time, 80% of them contacted the phone company later to have the charge removed from
their bill. In those days, the phone company stipulated that any caller dissatisfied with their 900 service
experience could request a complete refund with no questions asked. Meanwhile, the client was spending a
fortune on marketing, only to see 80% of his customers exercise their refund privileges.

The client’s market affected both his delivery method—and ultimately, his income.

Do You Know the Real Benefits You Provide?


It always amazes me when I discover a client who has no idea of the real value they bring to the
marketplace. While they believe they provide one benefit, what they really provide is so much more
valuable, it’s almost mind-boggling.

It usually takes someone totally outside their world to recognize their extraordinary contribution,
while they’re often astounded when I point it out to them. “That?” they say. “Nobody would ever pay for
that!”

Let’s look at an example:

I once mentored a woman who was a very fine editor. And while she had originally approached me
about building a career as a publishing entrepreneur—I noticed from her pre-program questionnaire that
she had tremendous experience running the volunteer program for her large local church. Not only did she
recruit the volunteers, but she trained them, directed them, kept them motivated—and even edited a
complete newsletter for the volunteer network. She never charged the church for her work...it was just
something she loved to do.

Well, imagine her surprise when I honed in on that one item from her questionnaire and gave her a
complete plan for becoming the leading expert at recruiting, running and motivating volunteer
organizations. She had tremendous expertise in this area, and could easily help non-profit organizations
maximize and retain their volunteer network—knowing that an active volunteer network is often a major
factor in whether an organization maintains their funding.

Another example comes from a group of people who really should have known better.

When I first started work on Jay Abraham’s $15,000 Protégé-Mentor Training Program, Jay and the rest
of our team had very little idea that business owners seeking business-growth advice would register for the
program in droves. The Program was originally billed as a year-long business course that would train and
create a network of “junior Jay Abraham’s”—that is, contingency marketing consultants who would find
and grow local businesses for a percentage of the profits, as Jay did.

I developed the entire curriculum to help these would-be marketing consultants locate, negotiate and
work with clients—but the real benefit of the program was that participants got Jay’s entire archive of
marketing materials, a five-day intensive training retreat, plus time with Jay on the phone for the next
twelve months.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 19
Considering that Jay’s hourly rate for consulting was $2,000 at the time, business owners correctly saw
the $15,000 tuition as a bargain—especially when they got Jay’s dedication and attention to their business
for one full year.

What benefits can you provide that you may not recognize?

Other people will usually tell you. They’ll ask for the same services over and over. They’ll buy the same
information in several different formats. They’ll compliment you again and again about a certain training
skillset you have. They’ll write you letters about how their lives or businesses were changed by “that one
little thing you did for them.” These are all signs of how the marketplace is actually benefitting from your
expertise. Watch for these signs. Take note of them when they occur.

Remember...You Can Always Become the Leading Expert in


Multiple Markets
If you have various training information or skills that cross a number of different potential markets,
why not become the leading expert in all of them? As long as you have the time and focus available to you,
you can lead the field in multiple markets.

Here’s how:

Say you have expertise in a general area of interest like Internet marketing. Simply create a separate
identity as the Internet Marketing Genius for Professional Practitioners, the Internet Marketing Genius for
Direct Sales Professionals, the Internet Marketing Genius for Restaurants...plus any of the other broad
categories where people have money to give you and where you enjoy working with those people.

Create separate marketing materials, separate press releases, separate speaking topics, separate
business cards. When you are “working” that market, be the leading expert in that market alone. Use the
language they use, and talk about the problems and ambitions they’re facing. When you’re marketing to
them, act as if theirs is the only market you serve.

Excerpted from Jack Canfield’s Master Marketing System with Janet Switzer FILL EVENTS * GET BOOKED * MAKE MONEY | Page 20
Putting It All Together: Who Are You and Who Is
Your Ideal Target Market?
Once you’ve determined what you know, who you like to work with, who has money to give you and so on,
you can begin to put it all together to create your own Leading Expert Identity:

(1) Start With What You Know. Create a list of subjects you have experience in.
(2) Determine What Kind of Work You Enjoy. Checkmark your list of subjects with those things
you love doing and could enjoy doing well into the future.
(3) Decide What Type of People You Enjoy Working With. Write down now who those groups of
people would be.
(4) Determine Who Has Money to Give You. Are they consumers, business owners, non-profit
organizations, government agencies or schools?
(5) Find Out What the Marketplace Wants. Use the strategies in the numbered list on page 17 to
help you survey your potential markets.
(6) Decide If You Want to Take Away Your Customers’ Pain or Help Fulfill Their Ambitions.
(7) Decide If Your Customers Are Up-Market or Down-Market. Start making a list of what else they
buy, how much they pay for those things, where else they shop and so on.
(8) Take a Look at the True Benefits You Provide. How are you changing people’s lives? What are
others telling you about your true contribution?
(9) Decide If You Can Be or Want to Be the Leading Expert in Multiple Markets. Make a list of
those markets and start researching them using the strategies I detail on page 17.

Copyright © 2016 Jack Canfield, Janet Switzer, Self Esteem Seminars, L.P. All Rights Reserved.

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