By: Dr. Sanjay Kumar Agarwal, Sr. Associate Editor, ICN Group
(In the past article, we knew about the power of focus. Today, we will know more about power of laser sharp focus, specially being specific for better focus.)
Be specific for better focus
These days temptation to offer a wide range of products is too big but the successful people know the power of specialisation in one field before thinking diversification into other. Successful people and organisations know the power of focus in a particular field. I would say that your thinking should always be guided by GOPTA i.e. Goals Oriented Positive Thinking & Actions.
Remember, people like something different, whether it is product or service. Even your child likes the beautiful wrapping of the gift given to him, what to talk about the actual gift. You have to present your product or service in a manner which may look attractive in first instance that it will add some value to the buyer.
I meet lots of people in my workshop from different walks of life. After analysis their problems and aspirations, I found two major issues, which are common to almost all. Firstly, I found that the students suffer from lack of clear vision about their future and lack of understanding about adopting the correct methodology to achieve balanced success in their lives. Secondly, I found that even in elderly classes, successful people are suffering from a disease, called lack of balance in different walks of life. I decided to focus upon these two classes. Though it may appear at first glance that almost everybody is my target class, but the fact remains that I have focused attention on my target classes; as such, I am able to address their specific needs during my workshops.
If you are very specific in your goals, you will be in a better position to focus upon your goals. When I was working on my workshops, before approaching my target audience, I had to take a decision, how my target audience will come to know that my workshop is the best suited for them. What competitive edge I have over others, who are already in the field. [Unquote: I deliberately don’t use the word ‘competitors’ as they are not my competitors. They all are my associates, doing the same work of adding value to the society by way of working on the mindset of present & future generation; and therefore, all are my senior brethren].
Another benefit of being specific is that now I am not focussing upon my generalised target audience. I am focussing upon the needs of the target audience. What do they want or need at the moment; what is lacking in their lives; do they need vision; do they need balance in life; do they need to learn about the importance of developing skills; do they need learning about the continuing education programme; do they need better time utilisation patterns; do they need better sleep patterns; etc. etc. Once I identify the needs of my target class, I focus my attention to prepare myself so as to address those specific needs for the benefit of my audience.
Focus on ‘service’
You should also identify how you can make & present yourself different from others. That will be your USP (Unique Selling Point). Make your best efforts to make your product the best and give best after sales service; etc. Success of your marketing strategy will depend on the effectiveness of your communication that you are giving something better than others.
As Jack Welch once said, “if you don’t have competitive advantage, don’t compete.”
(In the next article, we will know how to avoid/ overcome distractions to have better focus. I believe that you are enjoying the journey towards the future of your dreams with me. If yes, please stay tuned every Tuesday, Thursday & Saturday. Happy G.O.P.T.A.)
Dr. Sanjay Kumar Agarwal, Creator & copyright holder of the concept G.O.P.T.A.© is an Author, Certified NLP Lifestyle Master Practitioner, Corporate Trainer & Motivational Speaker (www.goptasuccess.com) and recipient of Honorary Doctorate of Excellence (Management) by prestigious Young Scientist University, California, USA. He is Founder of ‘Read, Learn & Earn Movement’ and is popularly known among his fans & followers across the globe as ‘Time and Goal Guru’.
