I've worked with some of the largest Personal Brands in the world. Personal Brand Advocate & Founder, PersonalBrand.com | Co-Founder Spiffy.co Business & Marketing Consultant for Personal Brands, Authors, Speakers, and Influencers. Former CMO, Brendon.com.
Great question! I can relate to this from my own personal experience.
Back in 2010 I started my marketing company, and we worked with everyone from mom & pop restaurants, to professional services (lawyers, chiropractors, financial advisors, etc.), to non-profits, to thought-leaders.
We had lots of different projects, and enjoyed the diversity and novelty of our clients, but we were not strategic with who we brought on as clients. Basically anyone that was willing to pay us, we brought on as a client. And at the beginning, you need to do that to survive. But, you also have to know that will not scale, and you will not build a brand that way. It was a complete nightmare from a management and growth side...
Strategies, tools, and tactics that worked well in one industry, were against regulations in another, or didn't fit that business model, etc.
The goal of a personal brand is to build a magnet, a reputation in the marketplace, that attract clients to you, rather than you having to chase clients, and take whatever type of client will pay you.
People pay a premium for people who specialize.
The medical space is a perfect example of this.
Your general doctor, or urgent care physician serves a purpose, but they don't make heart surgeon, or brain surgeon money. And, people aren't flying across the country or world to see the top urgent care physician/doc.
So it depends on what your goals and ambitions are to determine what steps to take for your personal brand.
The basics are:
Find a growing trend/industry. Plant your flag. Specialize your skillset, team and processes to where you can get predictable, and repeatable results for your customers and clients. Build a company and a brand by creating raving customers, and being the go-to solution in that industry.
Hope that helps!
Michael R. Hunter
I highly recommend reading the book "Blue Ocean Strategy" that is the best and simplest way to map out the landscape of the marketplace and identify opportunities or methods of differentiation.
If you don't have time to read the book I'm sure there videos out there summarizing and explaining the core principles.
We walk our clients through the Blue Ocean Strategy mapping and simply follow the process in the book, and it's quite powerful and valuable.
I don't know of any other process that VISUALLY REVEALS the opportunity in your market.
The other way is to look at your past clients:
Is there a majority of clients that you worked with that fall into a niche demographic?
Is there a subset of your clients that you enjoyed working with more so than others?
Is there an area of your expertise that you're more passionate about that would lead you to dive deeper into a niche? (IE: career transition, executives in healthcare, women in tech startups, Female executives for 7-figure startups, etc.)
Hope this info helps!
Brendon Burchard, founder of High Performance Academy, has a Certified High Performance Coaching Certification that is the absolute best coaching certification out there.
He basically hands you a world-class 12-Session coaching business in a box, and trains you on all the teachings, and the psychology/thought process behind the coaching practice.
If you're new to coaching this will get you up to speed fast.
If you're a veteran or have some experience w/o certification. You can interweave your own style/practice into the program too.
Not to mention, the community of certified HP coaches is great, people are open with what's working for them and sharing their successes and helping others that are struggling.
This certification can be applied to business coaching & life coaching.
You have to attend High Performance Academy or Purchase the online version of the course as a pre-requisite. Which you should probably do anyways before you invest in the certification to ensure you're aligned with and passionate about the High Performance theories and methodologies.
You can get some free training here to get a taste:
When the registration opens up again for High Performance Academy, you'll get an email. Or you can reach out to me and I can connect you directly with Brendon's Staff to register.
John Maxwell also has a coaching program that if I were looking at coaching programs, I would look into that one as well.
I don't know anything about it, but I know John Maxwell's books are rock-solid and his coaching program probably is too.
Hope this helps!
Good luck to you!
At the end of the day it comes down to what metric matters most in your business. I don't have enough info about your business model and products to give definitive advice but you should only pay a referral commission for referrals that move your business forward. You are on the right track by only paying comissions for people who are referred, sign up AND make a purchase, rather than just sign up.
Facebook is an example we can all relate to. Zuckerberg has always only reported ACTIVE users, not registered users because ACTIVE users are what make Facebook valuable.
Whatever it is that will make your company more valuable whether it's users, usage, revenue, profit, volume of sales, frequency of sales, etc. is what you should incentivize.
Hope this helps, let me know if you need any clarification. Here to help!
Facebook Ads would be where I would start. You can get extremely targeted with your ad exposure and it is quite cost effective. I'm assuming your Investment Club would have a one-time or annual cost. What you would want to do is create an asset (content) that would appeal to your target demographic and create an automated nurture campaign to introduce them to and enroll them into your Investment Club. Set up the automated funnel, start spending $20-$30/day on Facebook ads for 2-weeks to test the funnel, tweak & optimize, and once you're generating an ROI (ie: put $1 in get $2 out) you can scale up your ad spend and spend a couple hundred per day. That is about as close as you can come to printing money. Hope this info helps! Happy to elaborate or explain further.