Step 1: Channel/Industry Formula (1)

We need to understand the fundamentals of picking a niche. Our job as marketers/sales experts will always be to generate more opportunities for our clients. But we can’t just say “Hey I help businesses get more clients”. So do we come up with our first idea or draft of an offer? First of all, our offer will be built around a channel in conjunction with an industry, so what we need to do is to pick a channel we think can help to solve a problem in a certain industry. In my case, I use outbound marketing (Channel) to help IT consulting companies (industry). Examples of a channel: Meta (Facebook, Instagram, Whatsapp) Linkedin TikTok Email Google & Youtube Examples of an Industry: E-commerce SaaS Service businesses (roofing, cleaning, etc.) Dental clinics Now we pick a channel and an industry, we combine them and we get a rough idea of an offer.

Why did I say rough idea? Because we need to work more on it but we’ll cover that later. A couple of examples can be: Meta + SaaS. For example FB/IG Ads for SaaS b2b companies Youtube + Dentists. Youtube advertisement for dental clinics.

TikTok + Service Businesses. TikTok organic + ads for Roofing companies. You get the point, right? Now keep in mind the following: 1- Channel/Industry formula should be relevant. What do I mean by that? You need to make sure the channel you pick can actually help you deliver the results expected for your industry. Let’s say you want to work in the service business industry and you want to get these businesses more clients. It’s more than obvious that it will be hard to get clients for them if we are using outbound prospecting. I mean have you ever seen roofing services cold dming CEOs? You haven’t. But, you could easily help these businesses with local advertising or local Facebook ads, Yelp, etc. Make sure the channel-industry formula is aligned. 2- No matter what’s your channel of choice to deliver results, nobody cares. The channel is something you only know about, and there’s no need to explain to your prospect what your channel is and why do you use it. People only care about the outcome and end result, you can mention the channel once they agreed to hear more about your offer, etc.

Once we have our offer proven and converting then we proceed to build assets (Landing Page, sales letters, etc.) and then we increase volume (exposure). Now let’s talk about audiences.

When building an offer you need to make sure you build a one-hurdle offer. A one-hurdle offer is when you only need to make sure the prospect understands you’re the right option amongst your competition. If you have a one-hurdle offer it means you’re reaching out to people that know they need the kind of solution you have to offer. For example Lead generation for marketing agencies. What marketing agency doesn’t need leads? What’s the most common mistake I see when guys tell me “I can’t book a call”? They have a two-hurdle offer. This is the kind of offer that is aimed at an uneducated market, they are trying to sell a service/product to someone that doesn’t know they need it. For example. “Facebook ads for tech companies”. Maybe these guys don’t even know they need to run Facebook ads, maybe they think is outdated or that it doesn’t generate results anymore. So you need to go over two hurdles: 1- You need to convince them they NEED to run paid ads to achieve X result. 2- You need to convince them you’re the best option amongst your competition. For obvious reasons, you can’t convince a person they NEED something in a simple Linkedin conversation or in a cold email. That’s why you 100% need to build a one-hurdle offer. How do we do this?: We forget about the channel. We don’t focus on the method, we focus on the solution. Let’s jump into the next module to learn more about this.