The Code Breaker Newsletter - Issue #012 How To Create Your Own Unique Passcode

Hey Code Breakers,

Welcome to this week's Code Breaker Newsletter, where we share some of the best insights, tips, and stories on how to break the code on your market and unlock the potential within your business.

Today, Let’s talk about you, and how leveraging who you are is the secret to unlocking the potential in your market and developing what I like to refer to as your own unique passcode to unlock it. 

It’s my belief that oftentimes as coaches and consultants we build out avatars based on the typical demographic and firmographic information we’ve all come to be familiar with. Age, gender, location, industry, size etc. But if you think about this like a digital passcode, it’s rather easy to crack. 

Unfortunately, when the demographics and firmographics you use to build your avatar are the same as everyone else, it’s like giving a thief the keys to your house and expecting not to get robbed.

Using the Same Data Points To Build Your Avatar Is Like Sharing Your Keys With A Thief.

Here’s just a couple of the challenges you’re likely dealing with if you haven’t built your unique passcode:

• You’re competing with everyone else in your market. 

• You’ve got some clients you love and some you hate.  

• You struggle to differentiate yourself from your competition. 

• You’re not developing raving fans of your business.

The good news is the secret to creating a passcode that locks out your competition and only attracts clients you want most, is already within you. We just need to extract it. 

Here’s How:

Step 1: Determine Which Elements Are Uniquely You!

Each person is unique. You know it. I know it. There are some people you get along with really well and then there are those you’d rather avoid. Customers are the same way. So why not capitalize on that?  

The first step in building out your unique passcode is to identify the uniqueness about you that helps you to connect with others. Maybe it’s that you're really big into whiskey and cigars. Maybe it’s a particular sport. Maybe it’s a hobby. Either way, it’s likely one of those things that when you share it with a customer and you discover your mutual interests, there's an instant connection. 

There’s no right or wrong answer here either. I’ve got clients who’s uniqueness resides in everything from tattoos, to politics, to parenting, religion, etc.

Step 2: Layer In The Uniqueness Of Your Background!

It’s not as common with my NLP clients, but many of the B2B Sales Consultants I work with have very generic targeting. 

One of the questions I’ll frequently ask new clients is who their ideal client is and I’ll receive the following as a response - “any sales team with 5 - 300 salespeople that’s looking to grow their business”. The nuance here is that I’m not asking who CAN you work with, I’m asking who your ideal client is. 

Typically that’s going to be someone who’s in a very similar space to what you’ve been in previously or it’s the type of clients you’ve found you create better results for than anyone else. 

This will usually include the industry, stage of growth the business is in, leadership challenges they’re currently facing within the organization, etc. 

When you build these elements into your passcode and center your messaging around it, it not only connects with your audience, but adds credibility and authority to your message right from the start. Leave these elements out and you are fishing in a red ocean.

Step 3: Start Combining Elements Until You Find Your Unique Passcode!

Once you have these elements identified, it’s time to start building it into not just your messaging, but your entire brand. 

The secret to effective marketing is attracting those you want and repelling those you don’t. 

If you like cigars, use that to repel those who don’t.

If you’re highly skilled at helping companies scale from $50M - $100M, use it. 

There’s way more business out there than you think. Stop thinking you’ll be narrowing your market too much and start attracting your ideal buyers today.