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🖐 Happy Keskiviikko!

Issue #64 is a 3.0-minute read.

Magic Scissors, YouTube Views, Your Brand

NO! It’s 2:57 p.m.

I’m trapped in my sort of cool Camry on the 531.

“Siri, send a text message to Susan.”

“What do you want to say?”

“It’s Erik. I’m late. I’m sorry. Can we bump it to 3:30?”

No text comes back.

When I get to Susan’s shop, I know I’m going to have to reschedule.

AAGGH!

I walk in, and she’s trimming the chaotic beard of the guy who plays Santa in our holiday parade.

And there are 4 other dudes waiting.

“So sorry, Susan. It’s on me,” I said.

“It’s ok, Erik. We’ll reschedule.” 

I don’t have Jason Momoa’s hair.

Still, I can’t wait another four days until Susan can see me.

I need a haircut. Today. Now.

Out on the sidewalk, I look kitty corner to Main Street.

There’ve got to be other barbershops and salons in my hometown.

I walk for 7 minutes in the sleet, up and down both sides of Main looking for places that’ll take a walk-in.

I’m shocked at what I find.

Guess how many spots in a ¼ mile space give haircuts?

2?

Nope.

6?

Nope.

💥 11!

11 places where they’ll wrap a cape around me, snap on the #1 clipper, and get me looking like Jason Statham. 

Ok, not exactly like Jason Statham. 

How do any of these places stand out and get folks to walk in?

Does one of them have magic scissors so you’ll look exactly like your favorite celebrity?

No.

Each place does almost exactly the same thing.

And that’s the big problem!

If you’re a freelance writer, blog coach, attorney, SEO specialist, public speaking mentor, brand strategist, not-for-profit founder, gallery owner, hair stylist, or any other business, you have to answer 1 BIG question.

Why choose YOU?

🎯 5 Ways to Stand Up and Stand Out with Premium Clients

When I started my financial consulting firm, I thought my education and Wall Street experience would instantly bring me clients.

Huge error.

After a year and ½ of hiding with the rest of the sheep, I made 4 moves that took my firm from no place to the premium space.

And the income started to grow…

1. Curb Appeal

It doesn’t matter if you’re brick-and-mortar or digital.

No premium clients are walking in or clicking unless your storefront and website look unique.

People have no attention span, and yet, you have to get theirs. Fast.

The right H1, colors, layout, location, and vibe.

People respond to what they see.

If your website is meh and your storefront is gross, you’ll disappear like beard trimmings in the dustbin.

Look sharp and then move to your pricing.

2. Price

Pricing in a premium market starts with two words.

“RAISE THEM!”

Sure, higher prices scare off many buyers.

Others think, “Hmm. This looks expensive. I wonder why?”

Higher prices = exclusivity and curiosity.

When you get their attention, shift to value.

3. Value

Even at premium prices, buyers want to feel they got a great deal.

Sell your digital course for $499 and make it better than a $3,000 in-person class at an Ivy League school.

When high-end clients feel they got more than they paid for, it’s adrenaline to your bottom line.

After you build your service, zero in on the transition.

4. Transition

Premium clients want a zero-to-hero transition, which fixes a big, ugly problem.

They’ll pay for expensive yoga classes because they expect to get healthier.

They’ll pay for pricey lift tickets because they want better snow and an out-of-body feeling on the mountain.

No matter your service or product, it’s a must that you make your client much, much, much better off when their journey ends.

Do this well and do it often. Your reputation will skyrocket.

5. Reputation

Would you trade 95% of your YouTube channel views for 1 amazing testimonial from a client who’s highly visible?

Of course you would.

Word of mouth from the right client, especially with premium clients, changes everything.

If Quentin Tarantino says, “See this movie,” or Michael Lewis writes, “Read this book,” it’s a new ball game.

There are still kind folks around who love what you do, and they’ll tell others.

This gives your rep an immediate blue ribbon.

I promise.

Remember…

• Curb appeal

• Price

• Value

• Transition

• Reputation

📢 I’m in awe of where Solopreneur Doorway readers live.

A subscriber asked for a toast to their coastal town in Norway below. Incredible.

Stay curious in your business and keep opening doors.

-Erik

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