There are two types of prospects populating your market:
VISIBLE and INVISIBLE ones.
The easiest ones to sell to are, of course, visible prospects. You know who they are, where to find them, and what they are looking for! That’s why they’re visible.
But there’s a much bigger pool of people out there who need and want what you sell… and you have no way of knowing who they are. Nor how to reach them. So what do you do?
Here’s an idea…
Pretend you’re a detective, and your invisible prospect is a criminal you must catch. Like any detective worth their money, you need to start thinking like your criminal. Get into his shoes and predict his moves… it is the only way you can catch him.
The same holds true when you want to “catch” your invisible prospect. If you want to make them raise their hand, you must also start thinking like them. What are they doing before they need you? WHERE are they now? Where do they look for information? WHO already has them? Who are the thought leaders and the gurus of that market?
What you’re doing here is what Robert Collier describes as “entering the conversation in your prospect’s mind.” Your invisible prospect’s mind.
The most important thing I am always looking for in any niche is the language they are using. Once you figure out how they describe themselves and their problem, you know how to look for them.
If you’re selling a product that makes it easier to find wild birds, you need to know that it is birdwatchers you are after. That’s their identity. It is how they call themselves. You also know that birdwatchers will certainly gather with other birdwatchers. This means you can now start looking for birdwatching communities.
These communities give you the feel for how big the market is, what other things they are already buying… and how likely they will buy something similar to your product. Now that you know who they are, where they congregate and what language they use, you can be very specific and crystal clear when communicating with them.
You can use the exact words they use to describe their problems and pains to present your product to them. The result of this?
They see you as one of them, feel like you’re reading their minds, and your product answers their secret desire.
A dream come true!