In a market that’s so flooded, how can entrepreneurs set themselves apart and sell to their target audience through value? This week we discuss this subject with Dr. Jeffrey Langmaid, founder of The Evidence Based Chiropractor and find out what he’s learned from Paul Arden’s book It’s Not How Good You Are, It’s How Good You Want to Be.

Have actual specific market expertise and if you don’t know, spend the time before product launch gaining market expertise. -Dr Jeffrey Langmaid

At the start of the episode Jeffrey introduced himself and told us about his work, and what inspired him to start The Evidence Based Chiropractor. This led to a discussion about the success that comes from creating products that are spurred by opportunity and development instead of the rush to make money.

Next we launch into a discussion about the book It’s Not How Good You Are, It’s How Good You Want to Be by Paul Arden. Jeffrey came across it in the early days of his business and it’s a book that is packed with quotes and tidbits for great new ideas.

The key things he’s learned are:

  • The importance of having a good product that has market fit and solves a pain point for your consumer 
  • Building your audience
  • Providing value and providing it consistently
  • Being product focused and audience focused
  • The importance of social proof

Takeaways + Tactics

  • If I’m having this problem so is everyone else, if I solve it I’m going to be way ahead of them.
  • Have a good product that has market fit and solves a pain point for your consumer.
  • Content has to be valuable because people’s clickbait tolerance has gone down.

We went onto discuss the methods Jeffrey uses to build his list. He relies on opt-in landing pages that give people valuable content when they sign up. He believes in giving people something real, especially considering how people’s tolerance for clickbait content has reduced. In his field people won’t click on work that looks too good to be true. It’s necessary to have specific market expertise which you can use to provide more value. Towards the end of the show we discussed the benefits of co-authored and co-ventured content.

Providing value and providing it consistently is an important part of marketing successfully. If you are product focused and audience focused that will allow you to zone into the pain points of your target audience and create opportunities. When a product hits a pain point and there’s a market opportunity, that’s the sweet spot.

Guest Bio

Jeffrey is the founder of The Evidence Based Chiropractor, a leading speaker, writer, and thought-leader regarding interdisciplinary communication and marketing. To get in touch with him go to TheEvidenceBasedChiropractor.com.