No, I don’t mean go away. I mean make what you do or who you are a scarce resource and see what happens next.
It works for me. Too many times in the past I have made myself a commodity and then wondered why no one was prepared to pay a premium. If I delivered copy writing it generated little in terms of value. If I delivered marketing advice it had the same impact. Why? Because they were generic and there are so many others out there promoting a similar service.
I like it rare
So I changed my offering that reflects who I am and what I want to be. My personality, background, training, education, experiences all add up to make me unique. And that uniqueness is where the value is. Because what people buy in the coaching, mentoring, knowledge industry is a point of view. One that is interesting, insightful, worth hearing.
By focusing my offering on my uniqueness I am being authentic and in doing so make it easier to be found by those people who value my point of view.
Slow down a moment
Before you go finding out what makes you unique in the hope of making a fortune there is another part of the puzzle to solve. Uniqueness or scarcity is not enough. If I were an underwater basket weaver I will most likely be alone in my skills sets. But I will not justify high fees because there is no need for this service, no matter how good I am at it. (If I am wrong, let me know and I will start the training to become one.)
The other factor that determines value is the ability to make a positive difference. If your uniqueness makes a real difference in another’s life then they will pay for it. The bigger the difference the higher the premium.
Compare and contrast these two offerings.
One is the ability to rework the formula in a spreadsheet so that it is error free. That is worth paying for if it matters to the person who owns the spreadsheet.
The second offering is the ability to negotiate the best exit strategy for a CEO of a multi-million pound company. This too is worth paying for.
The question is – who gets more? I suggest that it is the latter who gets the bigger paycheck.
So make yourself scarce and make a positive difference and then see what happens next.