Transcript

0:00

There's a concept that I'd like to use called ERI, easily referable issue. Okay. I talk about this in-depth in my authentic outreach course if you're interested. But just a short definition of this, easily referral issue is a problem or challenge or goal that you can name that you work with clients on. That you can put online, and your audience would go, most of them, many of them will go, oh, I know someone who's dealing with that issue.

0:34

Okay? And that's an interesting issue. Right? There's a there's a there's a spectrum, like you don't you don't want the easily referable issue to be too mass appeal, you don't want it to be too niched. Well, because it wouldn't be easily referable.

0:48

It was too niched. Like, I help women who are thirty four and a half years old to heal their left pinky toe if they stubbed it on a Tuesday morning. Little bit too hard to refer. Okay? But you also don't want the all the opposite ends because I help win them with anxiety.

1:06

It's not easily referable. That's most women that I know. Sorry. But most humans that I know have anxiety. What what are you talking about?

1:14

How do I'm not gonna refer my mother and my neighbor to you because you're unless you're, you know, some anxiety expert that oh my god. It's like, oh, yeah. Evenly think of you. But if I don't trust you that much, which is most of our audience are like, they like us, they don't trust our expertise that much yet unless They've bought a lot of stuff from us. Right?

1:36

But then you have to be more specific than and so I I help women with life transitions. What are you talking about? That's that's all women. That's that's every what what did you do? What kind of transition that's not good enough.

1:48

That's it's not that's not referable. That's too easy. But it's not referable. Right? So it's it's tough to get to this balance between too specific and too general.

1:59

That's not interesting enough. Too specific. It's like, what? And 2 general. It's, like, not interesting enough.

2:04

Okay. That's everybody. Right? So I wanna thank Ciena for offering a couple of examples here for us to look at and to to kind of give feedback on. And let me go ahead and bring them up on the screen.

2:18

Give me just a moment here. Alright. So there it is on the screen. These are 3 ERIs or ERI candidates, easily referable issue candidates. And I would love your feedback on on on these.

2:32

Which one do you which one do you find to be like, Which which one of these, as you as you look at them, you go, oh, gosh, I know I know I can think of somebody or multiple somebody who have that issue. And and and, yeah, which one is most interesting. You go, oh, yeah. If someone offers a service to help with that, I can definitely refer I could probably refer somebody. So that's the question.

2:59

So I invite you to pause recording now and add a comment below if you if you wish to. Alright. Well, thanks to those who are live here and commenting below on what your what your favorite is. And as I look at this okay. So let's look at each one.

3:12

You're struggling with decision making. That's every human being in the world and wanting to connect to their intuition. That's also most human beings. I don't know anyone who says, I don't wanna connect to my tuition. Exit out.

3:22

Bad bad bad one. I mean, it's here's the thing. I mean, every issue is salable if you have a warm and passionate enough fan base. Right? Like, if Renee Brown went ahead and say, hey, folks, I wanna sell a program on struggling with this and make every like, she would get so many sales.

3:41

But most of us don't have that kind of passionate and large fan base where we could just go with whatever issue that's very broad in general and people would sign up. We gotta be real specific and then people go, oh, wait, that's me. But now I gotta check you out to see if I trust you or not. You see what I mean? So this one, for example, is a much better one.

3:58

Being being a mother and woman, That's very specific. It was like, oh, wait. It's it's still a big enough audience. Right? Well, I mean, half of humanity or or a big chunk of humanity.

4:08

Balancing family life and personal goals. Pretty good. Right? Pretty good now. Of course, this Cena is is giving us very, very concise line.

4:20

Obviously, she could say a lot more about that. But just with that concise line, that's way better than than this one. Right? Throwing Throwing Throwing Throwing Throwing Throwing Throwing Throwing. But personal goal sounds really vague.

4:35

And you don't need to say being a being a mother is enough. I mean, a mother mother is usually our women as far as I can tell. Right? Ban balancing family life and something more interesting than personal goals. That's what I would that's what I would not see.

4:51

Okay? Balancing family life and career. Alright. That's much more specific. That's much more interesting.

4:57

And still broad enough, right, where you can have. Creative bunch creatives or entrepreneurs who are afraid to be visible in public. That's pretty good. Right? Of course, I know a bunch of people like that.

5:10

Yeah, creatives. Most every entrepreneur would say they're creative. Right? So I would take that out, creatives. Who are afraid to be visible and public such as making videos.

5:25

Ah, okay. That's much more easily referable. Right? So I hope this is helpful and, you know, you you again do the exercise yourself. I'm I'm not gonna be able to give you feedback in the comments below.

5:38

Sorry. Come to a q and a call, and we will do this kind of thing for yours as well.