How To Position Your Twitter Offer
Why Are We Here
Wind the clocks back to 2021. At the time I had around 50,000 followers. And I was proud of it. But I realized that people were just not taking me seriously.It seemed like everyone had some sort of “aura” or “power” to their account…… And then there was me. “Another one of those”. One of those guys you follow but don’t really read. One of those big accounts that had less money, engagement and respect than accounts smaller than him.I knew there had to be something to them. It couldn’t just be follower count.And I hated the fact that I couldn’t figure it out.I read books by Brunson, Kennedy, Sinek and sorts. Spent five figures in consulting from accounts that “thing” I was missing. Tweeted around 30,000 times and spent 2 years thinking about it.After that, I sold my company for 7 figures and own another one in the 7 figure run rate. And to get there I had to learn the lesson I’ve written for you in this document.
So if you sometimes feel like:
· People with less followers make more money than you· People don’t take you seriously· Your engagement sucks· It’s hard to stand out because everyone does the same thing you do· You’re good at what you do but you don’t know how to make people see itThis document is for you. Enjoy.
**Why Did You Log On Twitter Today?
**
The other day I asked a group, how long have your clients followed you for before they became your clients?· 3 years
· 1 year
· 8 months
· 3 years
· 1 year
· 2 years
· 6 months
· 1 year
· 2 yearsI thought "Damn. That's a long time."Then I asked them,“Where did those clients come from?”The common theme was that they've been following them for a while. They never saw them. But one day they just appeared randomly.It's funny because I've done that with a lot of people. Maybe you have too.
Lurk for months and then randomly give them money.
This repeated behavior taught me what I consider one of the most useful lessons about social media:
**People don't go to social media to buy medicine. They go to social media to numb pain.
**
They know they could buy the medicine whenever. They know it's there. They know it can make the pain go away. But they'd rather numb it because the pain of inaction (scrolling) is smaller than the pain of action (buying).That's the bad news.The good news is that the deeper you bury the pain the more it hurts when you crack.
**And everyone cracks.
**
They'll go from pain-numbing mode to medicine-buying mode in an instant. Some have higher pain thresholds than others, but everyone gets there.At that point the pain will be so high that they won't even want to think. They'll just buy the first medicine that pops in their mind.
**Being the first medicine that pops in their mind - that's positioning.
**
**Don’t Be The Best. Be The Only
**
“Be the best in the world at what you do. Redefine what that is until it’s true.”-Naval RavikantNobody likes to settle. If we’re going to be the first medicine they think about - we need to be the best.That leaves us with two options:Solve More Pains: This is what most people do. They solve many problems at a good level but never one at an elite level. I consider this a mistake.Solve One Pain, However Small, Better Than Everyone Else: We can be the best in the world by serving one tremendously small pain. This takes seconds. It’s just a decision.My favorite example of why I recommend option #2 is fitness coach Bret Contreras:Bret is known as “The Glute Guy”. He helps women get bigger glutes. And if you go to his website you’ll find an astounding number of pictures of.. well… glutes.
He’s curing a smaller pain than his competition. But that niche didn’t find anyone else who focused on just them. That makes Bret, by definition, the best medicine for that small problem.
A small problem that made him worth $50 million.
There’s a lot of money in small problems. But you have to be careful:The problem you solve needs to be small enough so you can be the only solution.But it also needs to be big enough to be profitable.So how do you balance both?
The Forest Problem
Let's say you're a forest tour guide. You make money per tour. Other tour guides do too.And let's say your prospect is a tourist. They get to the base camp and get handed a brochure with you and a dozen other names.The problem is they all look kind of similar. It's all the same path with slightly different times and perks. So they just pick the one with the best track record. Which is not you.You realize this and decide to explore alternate trails by yourself.After a few days of trailblazing you find one that nobody knows about. It's got its pros and cons but it gets the job done. You ask the lady at the front desk to mention that all the tour guides offer the same trail. Except for you.Some tourists don't take it. And that's fine. But some do. And they love it. You quickly become the most popular tour guide in the forest.Your trailblazing mission was a success. Not by playing the game everyone is playing, but by opting out entirely.So to answer our question: How do we find a problem that's small enough to be the only solution, but big enough to be profitable?
You solve a similar solution to everyone else, but you do it through a different path.
Two Types of Positioning
This is more an art than a science. But my favorite two ways to find positioning is to ask myself one of two questions:1)What false belief does my target audience need to break to get what they want?2)What missing piece does my target audience need to get what they want?Here’s examples of both:
Option 1: False Belief Positioning
Sometimes people are in pain because they have a false belief that’s holding them back.They don’t know they have it, but it’s there. And it’s painful. And if you identify that false belief, you can become #1 in the world at breaking that false belief.
**Option 2: Missing Piece Positioning
**
Sometimes the pain holding your prospect back comes from a missing piece in their judgment. You can become #1 at implementing that missing piece.
Think about it:·Airbnb doesn’t give you the best staying experience.· Tesla doesn’t give you the best driving experience.· Southwest Airlines doesn’t give you the best flying experience.· Bret isn’t the best coach.· Grammarly isn’t the best teacher.· JetBlue isn’t the best airline.And that’s fine. Because they’re not in the business of being the best.
They’re in the business of being the only. And so are you.
3 Examples of Positioning That Worked
Below you’ll find 3 examples of positioning moves that actually worked. Pay attention to how we turned a false belief or missing piece into a unique positioning statement.
Marcos Ruiz
Marcos is a ghostwriter. And if you know anything about ghostwriters on Twitter you should know there’s thousands of them. And they all promise the same thing:Growth. They’ll get you followers. They offer 5k, 10k, 25k followers… and the list goes on.Marcos didn’t. He chose the False Belief Positioning that Having A Following = Having A Business.
Uli Kuenzel
Uli coaches founders on how to raise money. I asked him about his story. And he revealed something I thought was brilliant:
“I used to be an investor in the past. People think that they need to be all professional and have an elaborate pitch deck. And that helps for sure. But they forget that investors are also human. They have buttons you can push and strings you can pull.”
We decided that his positioning should be a Missing Piece:
There’s many people showing you how to raise funds, but not many people showing you how investors work from first-hand experience.
Mercure
Mercure is a copywriting coach. He’s great at what he does but had trouble communicating the benefits of his copy. These are copywriters we’re talking about after all. They know the tricks.But that doesn’t mean they don’t work.
How To Find Your Unique Positioning
Now it’s your turn.
Step 1) Find Your Customer Avatar’s Dream Outcome
Don’t spend too much time here. As long as you’re in the right direction it’s fine.We’ll use The Glute Guy as an example.Dream Outcome: Get your dream body.
Step 2) List All Your Customer Avatar’s False Beliefs and Missing Pieces
What are the false beliefs and missing pieces that prevent your customer avatar from reaching their dream outcome?Make a table and list as many as you can think of.
Step 3) Pick
The missing pieces and false beliefs that occurred to you, occurred to you for a reason. That reason is because you probably have to overcome them at some point.Take astrology for example. You probably know some girl that’s obsessed with astrology. I don’t understand it because to me it’s all just stars and numbers. But to her it cured her pain.Or stocks. Some people can talk about stocks like it’s the most interesting thing in the world. I personally find it boring. But they love it. Because it cured their pain.Or you. You picked a niche and have been talking about that niche for a long time. Regular people don’t do that. Regular people watch Netflix all day. So what motivates you to talk about the same thing over and over again (besides the money)?It’s the fact that somewhere along the line, you found something that cured your pain.And if you just identified the false belief or missing piece that cured you, you could use that to cure others as well.Read your list and really ask yourself: “Which of these medicines was the most effective?”Really take some time to think about it. Once you find it, it will just feel different than the rest.You’ll not only have evidence to prove it works (you). You’ll also have a story to go along with it and the passion that comes from talking about something that truly helped you.That’s your positioning.
Summary
·People log on social media to numb pain, not buy medicine.· Eventually, the pain becomes so big that they will buy the first medicine they can think about. That’s positioning.· Don’t be the best. Be the only.· There’s two types of positioning: Missing Piece Positioning and False Belief Positioning· Make a list of all of them and pick the one that you resonate with the most.
My Offers
My Offers
Whenever you’re ready, here’s how I can help you get more clients:1. Cash Creators is a community for beginners where you can find out how to get your first few clients.2. Tweets & Clients is the program Uli, Marcos and Mercure are a part of. This is where we take your Twitter to $30,000 a month (and beyond).Likes ain’t cash,JK.
How To Get Higher Quality Leads (Without Sending A Single DM)
How To Get Higher Quality Leads (Without Sending A Single DM)
In 2021, Tony sent me a message:“Hey man, I'd love to ask you a few questions about Twitter.”I agreed. I was making around $30,000 a month and thought I knew everything there is to know about Twitter.I thought that I was going to teach him. Little did I know it was actually going to be the opposite.Eventually we touched on the topic.“So what’s your monthly revenue?”Tony had 900 followers at the time. I had 70,000. So you can imagine my embarrassment when he said he ALSO made $30,000 last month.He had 1.3% of my reach. And we were at the same monthly income.I couldn’t believe it. So I had to ask him how he pulled it off.What he taught me changed my approach to Twitter. And that’s what I’ll share with you today.Enjoy.
Proof and Promise
Bad news:Everyone doubts the quality of their audience at some point.It's easy to fall into this trap when it seems like the only people in your comments are from third world countries.Or when you get on hour long sales calls just to have the prospect tell you they need to think about it and then just disappear.Good news:Your audience is better than you think. You’re just not using it in a great way.These guys had the same doubts you're having. But this is them today:
So if you’re looking for more high quality leads, I hope this helps you as much as it helped them.
Two Types Of Followers
There’s two types of followers:
In any ocean there’s both fish and whales. The problem is fish are loud and visible.Whales are more low profile. They’ve got money and are interested in you but would rather not be seen:
They’re there. They’re probably hiding inside your audience right now. They see you but you don’t see them.And the reason you don’t see them is because you’re making the same mistake I made:You’re using the wrong bait.
2.1 Whale Bait: The Missing Piece
The other day an agency owner asked me to give him my thoughts on his thread.The topic was: “How I landed my first client.”I didn’t even read the thread. I just had to read the hook and I knew. I said “this is a bad idea.”Not because of the thread itself (these kinds of threads actually have pretty good engagement).But because this is a clear example of the mistake I mentioned earlier:
Let me explain:This guy’s 🐋 is an ecommerce store owner.If your 🐋 is an ecommerce store owner, why are you talking about how you grew your agency?It’s not relevant to them. They don’t care. The only people that care about this are other agency owners AKA 🐟.This is also why buying retweets is rarely the solution. Because no matter how much engagement you get, it you’re using 🐟 bait you will catch 🐟.Knowing this, I recommended these topics to him:· Here Are My Clients’ Results
· How To Scale Your Store From 7 to 8 Figures
· How To Increase Customer LTV
· How To Not Get Banned By Stripe
· How To Know If Your Agency Is Lying To You🐟 would not be interested in these. They probably don’t even know what LTV is. And that’s the point.Because you don’t want any followers. You want the right followers.It sounds obvious. But I still see this mistake all the time:· The agency owner with an audience full of agency owners, not brand owners.
· The ghostwriter with an audience full of ghostwriters, not CEOs.
· The coach with an audience full of coaches, not prospects.Here’s another example:Let’s say your 🐋 is someone making more than $10,000 a month.A bad content idea would be *“how to get to $10k/month” *because they're already above that. They don’t care. This might get good engagement. But it is 🐟 bait. So don’t be surprised when you attract 🐟.A good content idea would be “how to scale from $10k to $30k/month”.This is relevant to them. It’s 🐋 bait. And even though it will not get that much engagement, it will attract 🐋.
2.2 3 Examples Of Whale Bait Done Right
Here’s 3 examples of what I consider whale bait done right:1) Tim DanilovThe 🐋: Ecom stores that spend money from FB Ads but haven’t tried TikTok.The Bait:
Wifi Money GuyThe 🐋: People who process money in Stripe / Paypal (AKA people with some kind of traction in online business)The Bait:
MeThe 🐋: 10k follower accountsThe Bait:
Whales exist. But you will only see them if you show them the right bait.
3. Let’s Play A Game
Hopefully you get what I’m trying to say here:You don’t have a whale problem. You have a bait problem.So let’s try it out: Let’s say your 🐋 is a six figure coach. In the first table you’ll find 5 hook examples. Classify the 5 hooks below into whale bait or fish bait.Then compare your answers to the second table.
Responses:
Now try doing this with your own tweets.Are you using 🐟 bait or are you using 🐋 bait?If you’re using 🐟 bait, now you know why you’re not getting that many leads.But that’s what we’re here for:
Whale Hunting (3 Steps)
Step 1Everyone has a different whale. Mine are people with more than 3,000 followers because that means we can easily help them get to $30,000 a month.Who’s yours?Maybe it’s millionaires. Maybe it’s people who make 6 figures. Maybe it’s overweight bankers with lots of money but no time.Find your whale.Step 2Answer any of these 50 questions once a day with your content.I find these helpful to get leads because they’re not aimed at getting engagement - but proving competence:1. Why will your prospects’ alternatives not solve their problem?2. What would [the top guy in your industry] do?3. What trick has worked for you that people wouldn’t think would work?4. What evidence can you provide that you’re good at what you do?5. If you had to create an emotional reaction in your reader, what would you say?6. What personal win can you share?7. What client win can you share?8. If you were starting from zero, what would you do?9. What’s a common practice in your industry you stand against?10. What were you wrong about that you’re less wrong about now?11. What does everyone get wrong about what you do?12. Check your calendar. What did you talk about in your meetings?13. What’s one reason people wouldn’t buy from you and why is it not a good reason?14. If you were a better marketer, how would you promote yourself?15. What resource do you use daily that you could give away?16. Which one of your most popular tweets can you remix?17. What do you predict will happen to your industry next year?18. How can you tie a current event in the news to your industry?19. What’s one fundamental thing that everyone in your industry tends to forget?20. If you were coaching yourself from a year ago, what would you say?21. What sneak peek could you show about what you’re working on?22. How can you prove that most people in your industry are incompetent?23. What advice would you give someone a few steps behind you?24. What did you learn the last time you were embarrassed in business?25. What kind of content was doing well that you stopped making?26. What would someone making $[amount] be interested in?27. What would someone making less than $[amount] not be interested in?28. What is your prospect doing that they shouldn’t?29. What is your prospect not doing that they should?30. What makes your product/service different than everyone else in the industry?31. Go over your comments. What are they asking for that you’re not giving them?32. What are you willing to give away for free that others are not?33. How can you prove to your prospect that doing what they’re doing won’t change anything?34. How can you make them see someone who was in their same situation doing better than them?35. Relisten to your sales calls. What did you say that made them pull the trigger?36. How can you make what you do look easy?37. Which tip would save your followers 5 minutes every day?38. What’s one false belief that your prospects have?39. What’s one missing piece in your prospects’ judgement?40.If you were your prospect, what would you do differently?41. What is your prospect overcomplicating?42. What’s a low hanging fruit for what your prospect is trying to achieve?43. What’s a valuable case study you could share?44. What process do you follow in order to accomplish the things people follow you for?45. Which business practices in your industry are outdated?46. What is everyone in your industry thinking about that nobody talks about?47. What lesson were you forced to learn the hard way?48. What have your clients verbally told you is valuable to them?49. What tends to discourage your prospect that shouldn’t?50. What process do you follow that’s “weird but works” for you?Step 3Follow this decision making process before every single post:
Examples:· Would a millionaire be interested in this?
· Would someone making $10k/month be interested in this?
· Would an overweight banker with lots of money but little time be interested in this?Use one of the 50 formats every day and watch how much better your lead quality gets.
Summary
· There’s fish followers and there’s whale followers.· Most people only attract fish followers because they can’t resist the likes trap.· You don’t have a whale problem. You have a bait problem.· Rotate among the 50 formats once a day· Ask yourself “would [whale] be interested in this?” before you post and watch your lead quality increaseHappy hunting.
My Offers
Whenever you’re ready, here’s how I can help you get more clients:1. Cash Creators is a community for beginners where you can find out how to get your first few clients.2. Tweets & Clients is the program where we take your Twitter to $30,000 a month (and beyond).Likes ain’t cash,JK.
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