| | | Hi Candidate,
Think about the average guy approaching a woman at a bar. What does he say? - "Hi...do you come here a lot?"
- "Hi, my name's John..."
- "Hi...what are you drinking?"
| | | | | | | | These seem like normal things to say, right?
The problem is they're no different than the 5,000 guys who say the EXACT SAME THINGS!
When you're the same as everyone else, you might as well not exist. And this is especially true if you're trying to start an online business.
No matter how beautiful your website is. No matter how exceptional your guarantee is. No matter how much you care. If you're the same as everyone else, you're doomed.
This is where the concept of ZIGGING and ZAGGING comes in.
Where others zig, you zag
If you do this correctly, you instantly stand out. It helps you select the right audience, while the wrong audience fades away.
Let me show you a zig/zag example from my own business. Years ago, I used to write exclusively about "personal finance" on my site.
All the other personal finance experts were zigging along and saying, "Keep a budget! Say no to lattes! Cut back on everything and save until you're 60."
But I chose to zag and say, "Um, no. None of you so-called experts understand human psychology. Rather than cutting back on everything, you should just focus on the Big Wins, automate your money (because nobody really wants to be a financial expert), and earn enough to spend, guilt-free, on whatever you want." Plus, where everyone else was uptight and just proselytizing like professors, I joked about twins, my mom, etc.
And can you guess what happened?
A ton of frugalistas hated me and wrote about how I was entitled, privileged, and an asshole.
But the people who mattered stuck around. These are the people who said, "Hey, wait a minute. That makes sense to me. I don't want to live like a pauper. I want to go out with my friends and buy a round of drinks. I'm willing to put in the work -- but show me what to do!"
A movement was born. And a highly profitable business, too.
YOU CAN DO THE SAME. When they zig, you should zag, and you'll win every time.
Today, I'm going to show you how to apply ONE part of this zig/zag process.
Think back to the last time you saw an expert trying to sell something online -- maybe it was a personal trainer, or a life coach, or even a productivity app. Do you notice how 99% of these websites are EXACTLY THE SAME?
These me-too promises to help you "find your inner self" or to "lose that stubborn weight."
Easy, fast, secure! And yet you're wondering...how are you any different than the 5,000 other options out there?
Here's the first step to differentiating yourself: Deeply understand the language of your market.
Notice how I never talk about "compound-interest charts" or "amortization schedules" or even "keeping a budget." Why? BECAUSE NOBODY CARES!
When you can understand people's real language, you can connect authentically, instead of marketing AT them. It's the difference between being a salesman and being a true trusted advisor.
Today's exercise: Mastering your market's language
Take a minute to brainstorm 3 ideas you would love to create an online business around. Don't worry if you're not sure if the ideas are good or even possible. For now, just dream. If you need a little help generating ideas, check out this excerpt on Idea Mapping from my Zero to Launch course on starting an online business.
(When I asked my readers this same question, they came up with some amazing ideas.)
Once you have an idea you're at least interested in, let's go one step further than most people ever go. Let's gently "test" your idea. (By the way, don't worry if your idea is half-formed. I'll send you dozens of examples of profitable business ideas over the next couple of days. You can learn from them.)
An idea in a vacuum is delusion. But when you test it against the market, your idea may slowly reveal itself to be a PROFITABLE IDEA.
Here's what I want you to do (20 minutes):
1. Find 1 person -- JUST ONE! -- who might be interested in your idea. You can do this via email or in person. If you're not sure, ask ANYONE remotely close to the idea, even your parents. We're not aiming for perfection right now, just people.
2. "Test" for language using this script: "I'm thinking of starting some kind of website around [YOUR IDEA]. When you talk to your friends about it, what do you say? What's the biggest problem around [YOUR IDEA]?"
3. Write down the exact language they use. Did they really say, "I want a solution that's easy, fast, and secure"? No, they did not. WRITE DOWN WHAT THEY ACTUALLY SAY. "I hate how these jeans look on me" is a terrific response. "Every day I wake up, I just dread going to work" is another.
You can post your findings here.
Remember, your post should contain... - Original idea:
- Revised idea (based on what you learned):
- What you THOUGHT they would say:
- What they ACTUALLY said:
- What SURPRISED you about this exercise?
| | | | | | | | 99% of people who want to start an online business don't even take this step. But the most successful people know that if they put the work in ahead of time, their business is "virtually guaranteed" to work -- and you can make 10x+ what others do.
When you're done, remember to post your findings here. | | | | | | | |  -Ramit
| | | | | | | | P.S. Do you realize this entire email is zagging while everyone else zigs?
Zig/Zag #1: So many other people will simply shove information down your throat like a filthy Hometown Buffet meal. You don't need more information -- you need to apply it. Even taking 20 minutes sets you apart from the wantrepreneurs who talk about starting a business over and over...and never actually do anything.
Zig/Zag #2: Incidentally, since we've been talking about online business, I've had thousands and thousands of comments. People are literally emailing me, "Take my money!" And I could. But instead of maximizing short-term profit, I'm walking you through the nuances of online business over weeks of free material. Do you see why? Short term, I lose out on profits. But long term, I'm actually showing you how to create an online business -- how to find an idea, how to package it, price it, and market it -- so you see that it's possible if you follow a step-by-step system. | | | | | | |
