When there are so many businesses doing the same things to grab attention from the same pool of customers, it can leave you scratching your head. What can you do to make your business stand out and beat the competition?


We’re throwing you a life jacket—grab it!


It’s not a secret or a magic potion is quite simple. It’s all got to do with your resonating message.


In this episode, we discuss 


– How do you complete in a competitive niche?

– What do your customers want vs What they need?

– What is your competition doing wrong and how you can capitalise?


00:02:45 – 5 rules of making bourbon
00:06:00 - What is a niche?
00:07:00 - How to find your niche if you’ve been in business for a while?
00:07:25 – What do your customers want vs What do your customers need?
00:07:30 – Your ideal customer vs your real customer
00:08:20 – Business niche example
00:09:35 – Go where the money flows not a dead niche
00:10:35 – How do I complete in a competitive niche?
00:11:35 – How to create a resonating message & make your business stand out
00:13:50 – Resonating message example to make your business stand out
00:15:40 – Where to begin with your resonating message
00:17:29 – Creating a resonating message specific to your niche
00:25:24 – Resonating message example 2 to make your business stand out
00:30:10 – What are customers buying from you



Intro – Welcome to the BBQ, Bourbon and Business Podcast Show. Smokin’ hot, full proof life and business strategies made fun. Learn to make time your friend and build a business while enjoying the things you love. No bollocks just straight to the core advice from the real world. Please join your hosts Luke and Helena.

H – Hello everyone and welcome to the barbecue bourbon and business podcast show my name is Helena and joining me today is my good friend and business partner Luke. Hi, Luke.

L – Well, great to be here. Great to have you on board.

Welcome everyone. So, building a business should be fun. So in between sampling some good bourbons and sharing a few backyard barbecue tips. We share practical no-nonsense business strategies to help you stop trading time for money, turn your business into a valuable asset and build a smart business engine that gives you the freedom to enjoy the things that you love.

Things like sipping on good bourbon and a low and slow barbecue with family and friends.

If you’re just joining us for the first time we are dwelling deep into the seven sequential steps every business must make to not just build a successful business but to build a valuable one as well.

In this episode, we are adding on to step two optimising your niche even further which we started in the last episode. So, if you haven’t listened to the last episode, please go back and listen to it. Now that you’ve found your red hot, lucrative niche, how do you stand out from the crowd to ensure your potential customers buy from you and not your competition?

But before we begin let’s do our favourite part of the night and pour ourselves a drink.

I have been looking forward to this all day. Now If you’re just joining us for the first time, our bourbon of the month is Eagle Rare. This is one of our favourites when we ran our restaurant, Luke and I ran it together, this was a favourite of a lot of our locals and we absolutely love it. You can see we’re almost finished the month and we’re almost finished the bottle so it is one of our favourites. We absolutely love it. If you haven’t tried this bourbon, please do pour yourself one. It has an amazing smell. It’s a beautiful smell and it’s got that kind of like oaky vanilla taste as well. How are you liking yours, Luke?

(00:02:45 – 5 Rules of Making Bourbon)

L – Love it! It’s one of our favourites and good memories from our smokehouse. When we had it. And we had some really fantastic people.

Before we get I’ve actually got some bourbon fun facts that you can use at your next party to impress your friends with. That’ll be a good way to start the evening. What do you think?

H – Hit it. Tell me what you have.

L – Before we get into the serious stuff, there’s got to be a balance.

There are bourbon rules that distillers have to follow. There’s 5 of them. These must be followed if you want to call your whiskey bourbon.

Bourbon Rule Number 1

Bourbon can only be made in the United States.

Bourbon Rule Number 2

It must be aged in a charred new oak barrel. That’s what gives Its beautiful taste and smell.

Bourbon Rule Number 3

The mash bill has to be at least 51% corn

Bourbon Rule Number 4

The whiskey can’t enter the barrel at a higher proof than 125 proof.

Bourbon Rule Number 5

Distilleries cannot add anything except water. Nothing else. And only when necessary to lessen the proof.

H – It’s preservative free!!

L – I went to the Jack Daniel’s distillery when I was my early 20s. I went and got a tour. And it was the most incredible thing. I actually sat in Jack Daniel’s chair. You weren’t allowed to but I did. I jumped over the ropes and got a photo. Next to the safe that he kicked out of frustration and got gangrene his tone. That’s how he died.

The water thing is legit in those bourbon rules.

Where the Jack Daniels distillery is they’ve got this this this special water that runs through is like a creek. I think it’s got no iron or something. It’s this pure, pure water. It hasn’t got a lot of chemicals that the other rivers or creeks, whatever have and that’s what makes the Jack Daniels thing so special. It was a brilliant tour that people are there are so lovely.
It’s a great thing. It’s got a beautiful history and that’s why we love it.

H – Jack Daniel’s is my favourite way to start the night if I need a pick me up. Jack Daniels and coke.

L – I have it for breakfast before I have to get on a call with you.

H – You brush your teeth with it.

Talking about bourbon everyone pour yourself a drink get comfy. Again, it doesn’t have to be bourbon as long as you’re comfortable and enjoying some time with us. That’s all that matters.

This is going to be an eye-opening episode for a lot of people out there. Let’s begin. How do we stand out from the crowd? Once we’ve picked our lucrative niche, hopefully there’s competition but we need to know how to stand out from the crowd.

L – Well, for sure, okay. So today episode is part two of optimising your niche. And I’m just going to quickly recap or discuss last week and if you haven’t seen the episode and are interested in optimising your niche.

Which is the critical and crucial component of being successful in your business. If you’re brand new or have been in business for 15 years because markets change, trends change, niches challenge, particularly in today’s world, everything swirling so fast.

(00:06:00 – What is a Niche?)

So, let’s just quickly go back to what is a niche? A niche is just a clump of people who share similar pains and desires. And those are critical words that are going to lead into part two.

And what I discussed last week was we got you got to take this broad niche and you got to break it down into what you call clusters. I call them pots. And out of all those clusters. You’re going to find what you call a hot pot.

In other words, who is buying from you, which cluster or part of the larger niche, is going to buy from you the quickest and the easiest? That’s what I call your hot pot.

(00:07:00 – How to find your Niche if You’ve Been in Business for a While?)

And if you’ve been in business for many years that it’s really simple to find this. All you have to do is go back and analyse your history and look at profile your customers I promise you will find clusters or probe some of the profiles that’s what you call your pots or clusters.
And you will see that one of those pots is your hotspot of customers who buy from you the quickest and the easiest.

(00:07:25 – What do your customers want vs What do your customers need?)

And just to quickly summarise what we did last week. You have to distinguish between what your customers want vs what they need. They never buy stuff they need. They buy stuff they want.

(00:07:30 – Your ideal customer vs your real customer)

And we focused on last week the difference between your ideal customers and your real customers. Because your ideal customers is all hyped up theory that you would love all these people to buy from you. The reality is. in most instances and most businesses, your real customers are completely different from your ideal customers.

Your real customers are the people who give you the cash the quickest and the easiest. And that’s who you want to be focusing on and not trying to chase ideal unicorns and all these people that you’re wasting your time. That’s what you call not optimising your niche.

(00:08:20 – Business Niche Example)

The last episode, I gave you an example of my first business which was computers. That was my first business and that’s a huge niche. Inside computers, you get your clusters or pots such as gamers, bargain hunters, large businesses, small office, home office and families. These are all people buying computers. But the pains and problems the desires and outcomes are completely different for each of them.

What I found after talking to customers, learning and tracking, seeing who’s buying our stuff and how often, our messaging and all that stuff. We eventually found our hotpot. With all those clusters and pots our hot pot was families. Families were the hot pot that bought our computers quicker and easier than anyone else.

So what was the smart thing to do? We geared our entire focus of our business and marketing our energies, our sales pitches, our retail store layouts geared towards the niche families.

(00:09:35 – Go where the money flows not a dead niche)

Now, when you say go where the money flows, which I said last time you need to find niches that are lucrative and that means where the money is naturally flowing. If customers are naturally buying from you. That means that some lucrative niche.

If you have a business idea, that you think is marvellous, and you do the analysis and find that there’s not much competition in that niche, that generally means that is a bad or dead or non-lucrative niche. Why? Because businesses go to where the cash is flowing.

Now, this is where the controversy comes in. Most people say Well, surely you should go with there’s no competition. No, you go where there’s lots of competition. Why? Because that means the money is flowing there. That’s where you want to start. This was point one last week. If you think I’m mad, go back to the episode last week. This is critically important and it’s what business owners get wrong.

(00:10:35 – How do I complete in a competitive niche?)

So, the next logical question you’re going to be asking is “Well if I’m going to go with there’s lots of competition how am I going to compete?” Yes, that’s a good question. How are you going to compete? This is what today is all about part two. How do you stand out and sell more than the competition? It’s actually not that hard.

I’m going to show you the process. Let’s go back to our business equation.

The basic business equation.

You have a niche.
You have an offer that you’re offering the niche, in other words, what you’re selling.
You have a resonating message, what you’re telling me so that they buy your stuff.
And as a result, there’s an outcome.

And all you have to worry about is those three things. Which is what we teach in this podcast.

And if you just do this and optimise the steps, the seven steps to fix this business equation. We are in step two at the moment and your business works. It’s not magic or rocket science. It’s just following a logical process.

(00:11:35 – How to create a resonating message that’s better than the competition)

And so the next logical thing is if you’ve found this niche who’s buying from you the quickest and the easiest, and there’s lots of competition. The first thing you got to do is create a message that resonates better than your competition and how do you do that? Well, that’s what this session is all about.

H – I have to mention that even if you’ve been in business owner for several years. So let’s say you’ve been in business for 5 to 10 years and you were going really well at the beginning but now you’re not. Like you mentioned before Luke niches change, their wants and needs change as well.

So, if you’ve been in business for a while and you find that businesses the business isn’t tracking as well as it used to. This is the kind of thing that you need to be looking at as well like the resonating message. Things change. And then this is where you can also take the time to look at it’s like maybe this isn’t a profitable niche anymore. Maybe you can move your business into something else.

But this is what we’re looking at today’s like how you can adapt and shift and change and the first time you do this resonating message, it might not be right the first time so you have to change and adapt. That’s what I would just want to point out even if you are a business owner, you’ve been a business owner for a while you have to have some flexibility when you’re doing this and be open-minded.

L – You cannot be doing stuff that you were doing eight or nine years ago. The world is changing so fast. And this is a process I’m teaching you showing you is how to be fluid, how to be flexible, and what to do because a lot of business owners just don’t know what to do when things go wrong.

So this is why you get to the steps, the steps where the process works 100%. You just have to follow the process to some logical flow of how customers think, work & buy.

(00:13:50 – Resonating Message Example)

Here’s a great example of a swimming coach who was beating the competition hands down.
People buy emotionally, they don’t buy logically. It’s the same difference between wants and needs. You have to understand this if you’re going to create a resonating message.

So here was a swimming coach who tapped into what I’m just saying.

“I’m more interested in helping someone get over their fear of water and then teaching them to swim well, rather than focus on stroke correction.”

So the logical analysis of this I’m going to teach kids to swim. What so for them to be good swimmers. They need perfect breaststroke, backstroke foot stroke out of whatever the hell they do, right. And that’s the logical explanation.

But what this guy’s tapped into is the emotional side, before you teach them all these fancy strokes, they’re petrified to jump into the water. Tapping into people’s deepest problems, fears and biggest desires are first. The stroke correction is like the logical practical thing, not the emotional pain.

H – The logical part is something we can add later. This is the first part we’re trying to attract someone to us. The logical part in the process we can talk about later. This is the first instance of attracting someone.

L – Well, the logical part is the process. No one cares about the process. This is important.

(00:15:40 – Where to begin with your resonating message)

So this brings me to the piece. How do you begin to construct your resonating message? Well, you cannot do this. If you didn’t do step one, which is who is your hotspot? Who is a person and the profile in your niche who’s buying from you the quickest and easiest?

Now I’m going to give you some examples to explain this. This is critically important.
Once you found that hot pot, that cluster, are going to have a situation that they are in right now. Doesn’t matter if they’re buying a TV, or computers or you are a doctor selling anti-ageing treatments, or your business consultant, or your plumber it doesn’t matter.

Your client has a situation and a problem that’s why someone to come to fix something or buy something and when they bought something, they want a particular outcome?

You have this one piece which is your starting point. And then you have the second piece which is where they want to go. Your resonating message has to tell them, not the process, but emotionally takes him from where they are right now to the desired outcome.

Like the swimming coach is going to get rid of your fear of swimming. And you’re just going to be a great swimmer. He hasn’t told you how he’s going to fix the stroke. That’s what I call resonating message.

Last week in the first step, I went through the process of how do you take down a huge broad niche like computers, I took it step by step and I landed up with families.

(00:17:29 – Creating a resonating message specific to your niche)

Right and so today’s episode is all about how do you take that family that niche and create a designated message. And this is how you do it. So just to clarify, if I was trying to create a resonating message for everyone who’s buying computers, my business would suck.

That’s what most marketing people who do marketing don’t know what the hell they’re doing. They’re trying to do a message that serves everyone and when you talk to everyone you connect with no one. Trying to create a resonating message to someone who’s IT manager of a corporate versus a family coming on Sunday. It’s two different worlds. Like Pluto and Mars. That’s why most people’s marketing sucks. You have to have your hot pot first.

Well so I’ve found my hot pot so what do I do now? What situation is your customer in right now? What is their deepest fears and problems? You have to research this as we discussed in the last episode. You can’t just guess.

You are not your customer. Don’t think you and don’t pretend you are. You will get it wrong trust me. If you guess on behalf of your customers, you’re going to get this wrong. You have to survey and work this out with them. Get them to tell you the answers don’t guess.

So in my instance, families, what are the deepest fears and problems? Well, their families didn’t know tech stuff. And they were petrified of being sold stuff that they didn’t need. And they found stuff way too expensive. This was early 90s computers were just becoming mainstream. So they were very, very expensive. Hence the fear of getting sold the wrong thing and there was no finance options. There was no after-sales support. This was back in South Africa when I first started out. These were the problems families were facing when trying to buy computers.

Computers were being sold from converted garages. Retail computers had not hit the mainstream in the early 90s. So what were the most powerful desires of the families who wanted to buy stuff? Well, they were petrified of being ripped off because most of the people selling the stuff are technical dudes and so they talked in ROMs and MEGs and the families didn’t know what the hell they were talking about. It freaked them out.

They wanted to make family purchasing decisions, which meant what, they like to shop on weekends. The competition was open Monday to Friday. They work from converted garages and retail hadn’t developed it in this industry. And what no competition was doing was having units on display and one of the reasons was because they cost money to do this you had to put these things up. So, it was a problem to put things on display for customers to touch etc.

And in the early 90s windows had not come out with the plugin and play versions. This is the process what was my customer’s pains, what would they want to achieve? And the third and final piece of figuring out your resonating message is what was competition doing wrong?

They were talking in geek stuff specs and things and families didn’t know what the hell was going on. So they were scared they became insecure and therefore stopped purchasing because there was petrified of handing over money.

Trading hours from Monday to Friday and they’re looking for a weekend solution. There were no payment plans, and this was a huge one.

In those days, the early 90s, you bought a computer and then you bought a CD ROM kit. Then you bought an internet modem and then as a family had to go in and put this together. Can you imagine the fiasco? Half the stuff back then just didn’t work. It was not compatible. It’s not black today when everything’s done for you, right? It was evolution.

H – As your talking. I’m remembering our first computer. I remember the stress of going to buy one and my dad’s like, “what do we do? Do we get this?” And I was like, “I don’t know. I’m 12 years old. I don’t know, man. I don’t know how to set this thing up. I don’t know what I’m doing.” But we need a computer. We need a computer. Everyone has a computer, right? I remember that.

L – The point I’m trying to make is you follow these 3 steps and work out what your competition is doing wrong, to not solve your customer’s problems, to take them on the journey from the pain to the desired outcome. It’s a simple equation.

My first business didn’t work for 14 because of this. I didn’t know what I was doing. I didn’t have a niche. I shifted from computer programming, which was a complete disaster. We found where the money was flowing and customers were buying. I eventually worked out my basic resonating message

My resonating message came from the example I just gave you. I opened our provinces first little retail store. Right, so this is creating your solution for your customers and offering a resonating message. So, they could come in and see the stuff which they loved. I was open on Saturday and Sunday which was massive and where all our trading happened was on the weekend. And I put displays up so they can touch and feel and I introduced two things.

I introduced the thing called no deposit and easy finance. I was the first one in South Africa to introduce it to this industry. It took me a long time. Five banks told me to go to hell and they told me I was an idiot and it would never work. I swear to god. Eventually, a guy called Henry White from West Bank gave me a chance and man did this business go off the nut. The people just went insane.

I actually started a finance company off this because we were so successful. We started financing for other computer competition because they didn’t have it. It took me six or seven months to put that deal together. They were happy to pay me the admin fee because if they sold them more computers.

This is what I’m talking about following the money’s flow and following this process. It is so so powerful. And so as a result of all the stuff I’m telling you, my resonating message for my company was …

“Atomic Computers, your family computer store, open seven days a week”

That was my message. A simple thing you don’t need all this fancy marketing rubbish that’s out there. You just have to follow this process and tell your customers how you’re going to sort everything out in a message that resonates with them.

There’s was one particular product called the Atomic Family Computer. Right? And then in the next episode, I’m taking you through how you put your products together. How to package and price your products

And you can see the tread it’s called a family PC, I’m not by guessing. It was a deliberate strategy based on my customers. We actually got a factory to put this all together pre-sale. So, in other words, the customers took this home and they plugged it in.

This wasn’t windows plug and play. You have to set everything up yourself I got the factory to do this. The customer just took it home and plugged it in. So that became part of my tagline. Just take it home and plug it in. And no deposit easy finance.

I had the formula or the resonating messages customers were seeking. That one product made me over $10 million in sales. One product, this is what I’m saying. People try and sell all sorts of stuff. One product was my golden hero because of this process I’m taking you through today.

(00:25:24 – Resonating Message Example 2)

In the second business of mine, I followed these seven steps I’m teaching and my second business was an ink distribution, business. For anyone who’s ever bought an ink cartridge knows what a nightmare it is. You can never remember what an Epson is Q 2 5 HP 56 or a Canon 21 BC and then you have to remember your printer model number.

When I was working retail I used to help Granny’s trying to do this and young kids and everyone couldn’t remember these ridiculous numbers that the competition was putting up on their cartridges. This frustrated retailers and it frustrated customers.

So I came up with a solution based on what are the customers pains on the fact they couldn’t figure this stuff out. What were their desires? Just give me something I remember and it works. My competition was using these godly stupid numbers no one could remember. Our solution was what you call plugging the gaps the competition was getting wrong. To fix the problems, I plugged the gaps and I created a resonating message. I put pictures on ink cartridges.

So all you do is remember strawberry for a canon BC 21 or a pencil for a HP. Every single cartridge had a picture and you took a little sticker and you stuck it on your computer My resonating message was “Remembering which cartridge is now so easy. Just remember your picture.”

It’s a process of taking you through that I use in all my businesses and teach all my clients, it works. It absolutely works. It’s a logical process, not magic. So I hope you found that useful because if we go back to your business message … What is your niche? What are you offering them? What are you telling them, which was is your resonating message which is trying to say “hey, buy my stuff it’s better than anyone else.” All you have to do is create a resonating message better than your competition in these busy busy lucrative niches.

So what do you have to do and then you measure your result? And so, what I’m showing you here is the quickest route to the cash. It’s a logical process of how customers buy. We are only onto step two, we still got five more to go.

H – It’s really important we get a lot of clients who say “I have a resonating message” well yeah, but have a look at your resonating message. Is it really catered at a specific niche or a hot pot, or is it targeted at everyone? And this resonating message is important like it’s so important because it goes everywhere. Goes on your website, it goes on your flyers, it goes on promotional material. So this is the thing if you’ve got one, have a look at your resonating message. Have a look at your title on your website. A lot of people don’t even have a resonating message or a title on their website, right? They just have their logo and a pretty picture. It’s like well, that’s the first thing people see. And this is what we’re talking about your resonating message that emotionally engages a specific group of people that will then buy easier and buy quicker and be basically convinced to buy from you faster.

L – Oh, it’s 100% correct. Most people start a business they get a website designed and they’re doing their social media and they say okay, I’m going to get some help and interesting five grand on the website because they thought it was the best thing and people have this unbelievably, I put up a website and my business is launched up it’s true, they get a Facebook page and off they go and they spend money on digital adverts and Google ads and nothing happens. Why? Well, who are you who’s your hotspot?
You can’t start off creating a resonating message or creating a website or marketing strategy, which most people do this is, what you do you have to work out your niche? Right?

If you’re starting out you have to guess. Your best guess. Right? But generally, if you’ve been in business for a couple of years the data is there.

(00:30:10 – What are customers buying from you?)

So, coming up in the next episode, we take the next logical step. You’ve found your niche, which is who buys from you the quickest and the easiest. The next logical step is, what are they buying from? And again, if you have been business, you will find that most of your products and services come from that 20% of your sales the rest or wasting your time. It’s not optimised.

Most businesses are like this. 99% of businesses are like this, and not optimised and what they do is spend most of their time trying to sell more of the stuff that doesn’t sell because they think that’s what they should be doing. No, you shouldn’t. You should be selling your top sellers and only your top so doesn’t get rid of everything else.

This is what you call optimising. I learned this in my first business. The one product was responsible for 98% of our sales. No matter how much marketing and carrying on we did they wanted that one finance option and that one that computer solution. Everything else was just a little bonus. That’s what you call optimising your sales process.

That’s where we come into next week. What we’re going to be looking at is like your hook, right you have a hook and I’ll explain what all that means. Even look at how do you build an upsell funnel. You can’t just put in an upsell fun, you got to do a lot of steps to create the trust in the hook etc. And you learn how to design your products and services, how you package them, how you price position them because your goal is to sell more, quicker and more than the competition.

And this is not as hard as it sounds. If you follow a logical process if you want to see all these seven steps in action with real-life case studies and real examples, online businesses and all the stuff coming together, you can check out I have a FREE workshop which is I think about 90 minutes. It’s very popular, and it goes through all these seven steps. 7 Steps: Build a Smart Business Engine to Give You Time and Money Freedom and Build a Valuable Asset

It explains everything. There’s a downloadable blueprint as well of all the seven steps so please check it out if you want to look at optimising your business. The purpose of these steps we are taking you through is optimising your business. Why? Well, you want to build a business engine. A smart business engine that does the work for you. That should be your goal in business, your first goal. Your second goal, which we as we get deeper into these podcast episodes, is about valuation. Building a business to set yourself up for life.

And that’s really what you should be thinking about these should be your goals in your business. Besides, you know, 3F’s time, freedom, money, freedom, and of course, mind freedom, which we discussed the details in the first few episodes. So there you go. That’s this episode.

H – For everyone thinking “oh, I have a product already” This a common, common thing that we see especially people starting off in a business. I have a product and I’m going to try and sell these to people.

This is why we’re doing the seven steps sequentially and we talk about the sequential steps of creating your business, growing your business and restructuring your business. These steps are supposed to be in order because you are trying to find those niches and the resonating message and then the right product.

And then we move on to things like social media and marketing. You don’t do it the other way around, because you’re going to go into a lot of pain and a lot of time trying to make something work and trying to push it into a niche that doesn’t want your product or doesn’t need your product if that makes sense. So that’s why we’re doing it in sequential order.

Like Luke said have a listen to the previous episodes or hop on to our websites I’ll pop the link below for the FREE masterclass and have a look at how your business is structured. Take the time to have a look at your resonating message which is what we spoke about today.

Seriously have a look at and with no objection, because people get attached to their website and logos and stuff like that, to what it is and how is your audience perceiving it and who is who’s looking at it. So that’s the important part is having a look at all this stuff and within with no objections to or attachment to what you’ve done before.

Thank you for joining us everyone. I’m super excited about the next process we get into the really, really fun stuff which is the upsell funnel and sales and things like that. So if you want to see us live and our friendly faces hop onto our YouTube channel BBQ, Bourbon and Business Podcast Show we record every episode live so you can have a look at it.

If you enjoyed this episode don’t forget to leave us a review. We really appreciate it and to make sure you don’t miss any new episodes don’t forget to subscribe to Apple podcast, Google podcasts, Spotify or wherever you prefer to listen to your podcast. Thank you everyone. I’m almost out of my drink.

Thanks everyone have a great evening.


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