So who's ready to crush 2022 say aye very good okay I got something very exciting in store today for you so my name is Zenon I'm hundred percent Singaporean I'm just gonna do a quick sharing a little bit about my story before I go on to a little bit of strategies that it's gonna be exciting today all right so today we're going to talk about how to actually dominate your market while charging premium prices how many would love to charge premium prices for your business awesome so here's a little bit story about me so in 2014 I quit on my job and you know as a teacher in school so I was unemployed at a part-time buy at this little dream and a little dream whilst I should be Instagram influence so I just saw a lot of friends you know they were like you know Instagram influencers are pretty cool so I was like hey I should I wanted to be something like that so one day I had a business friend who actually owns a tailoring business so he came up to me and he said like hey can you actually help me to grow my Instagram account I would like to actually have a little bit of followers for myself so I was like okay cool I went to do a little bit of research having to grow as a car long story cut short make sure having grow his account and I was like hey cool this seems like a very cool business so I she went up to register this company called Fame up and that was actually in 2014 and I was like a you know like I'm gonna get started on this but what came shortly after that was there in the first two years we were actually struggling really really badly like we had like almost like very little sales we were doing very badly and you know we were like struggling so we taught our self hey if we actually charge really low prices then our competitors maybe we could get more customers well long we did that we do make sure get clients we get a few by was a really tough and with the low prices we were charging we're literally difficult to literally survive in our business so in short a lot and we are like you know for the two years we are like hey how you know like we do something to actually know like some crazy idea to actually do for business so that you know like maybe you know we have a change around and we actually implemented some strategies time of the share if you later we were like going to fail anyway so why don't we just do something cool and today we actually have served more than three thousand clients worldwide wore white and like us in Singapore and Malaysia basically in all verticals we serve like public figures seminars in those celebrities fashion and retail e-commerce and these are some of our clients I'm gonna show you a view exactly what we do I'm not gonna go so much into my so I'm just gonna talk about you know it's not takeaways you can should take away today are you guys ready awesome so one common question that people like to ask is that you know how many of you agree that in every industry in regardless is you know its affiliate marketing is ecommerce you know any car product we are in it's actually pretty saturated in today's were not many people so I guess you guys must be really high okay so you know every market is a really very saturated in our market like I was realizing that we were facing so many competitors in in our country back in Singapore and we were like thinking like how can I actually we were like constantly asking ourselves how can he may actually be ahead of our competitors you know like to be like in a six five five eager six-figure seven-figure zone and this was a question they asked us I realized that this was actually a very bad question that a lot of people like to ask themself because answer is you actually don't do that you don't actually try to be a half our competitors because when you chase your competitors you always be behind them nothing about it does it make sense that you know if today you try to you know do what your competitors do you try to charge the occult prices you try to success you know I think I'm pretty cool if like a lot of people saying that a I want to success model to be like business a business be I want to crossref is pretty cool but why I really feel we need is that we need something more than just that - actually you know distinguish yourself and be ahead of your competitors what I really feel is that you know in the in the in the overview of dominating a market there's a three three major steps and the first one is actually to really fire your customers to pinpoint now what do I mean by customers troop in poi look I think a lot of business do very well in identified pinpoints you know that you you look out combat us what campaign parts are talking about you know you take out you take it out and they try to apply in a business but what I feel there's a lack in today's business war is that people are actually not realizing what is the true pinpoint of their customers I'll go into this shortly alright so second is to actually know how to actually charge in command premium prices how many all love to charge premium prices to your clients you know like increasing our AOV and everything great and third point is where as you how your catchy become at or tea in your business regardless is you know ecommerce affiliate marketing or anything so finding customers to pinpoint it's something that's very close to my heart because this is what they really made our business had a turnaround and the first thing that we have to identify is that we have to understand to ask yourself this question you know in your market in an issue in the vertical in what is actually important by actually forgotten in your market let me give you an example so banal industry what we do is that we have to grow Instagram accounts right so compels ABCDE you know to like total how many competitors they will I a because increase your followers we can actually bring more sales for you there are tons of agencies doing and agencies of very competitive business so we were like hey in 2016 I'll just sitting down and trying to think about you know why it's actually something that can be distinguished from my competitors itself so ask myself this question why is a chief important but forgotten in this industry that people are not using so one thing I realize back then is that my competitors were like you know very into pain 2016 over the Instagram trend was like up they were very into influencer marketing influences shallow things like that so I start to ask myself question why do those brands actually look for those influencers and I realized that because they wanted a formal social critic credibility for a business in what authorities sounds like wow and I just had this like revelation thinking like I just tried it out so I went to tell my customers instead of I he I can increase our followers increase our sales what I tell them is that hey I can actually make make you become famous you know influences I can make you the influencer of the business war I can make you the top of industry in the Instagram war so actually that's how we position ourselves and just because of one simple differentiation we were able to you know be unique enough in a way that our clients actually don't compare us with other competitors alright so second thing is to actually well the way it's actually like unique technology let us say today you have a certain recipe you know you have a certain technology of a product that is cool of course this doesn't apply to our business but if you have this is something that actually is very good and taught what a lot of people don't realize is that you know you know like especially like let's say in drop shipping you know in industries like this what I realized a lot about my clients that those that were really really doing well starting more than 3,000 clients you know how they are to do their brand how they are do their business everyone said do those good businesses actually have a personal story to tell now I'm a right to say that personal story is one of the only way where you actually unique to yourself where you're compilers can never replicate you okay so one thing you have to understand is that people actually you know they buy emotions but they re convinced they can convince themselves with logic later on so story is one very powerful way you know like what a sovereign so easy to actually convince your clients that hey is she to give us a try because you know people like to buy things from people that they feel similar to and the fourth way to actually you know hit a pin point is to achieve a tribal of her feel like you don't have a movement cutting let me give an example so but in our business when actual clients come about are with us we don't just you know leave it there so we tell them like hey we welcome to you to our family we you are a hundred first exclusive clients and because of that we are going to give you this value this value this value and you know we literally you know let them be proud then feel proud of being of our as a client being powerful community as well so this is a more true pinpoints let me give an example using mooncake so how many of you know what's a mooncake great so in Chinese you know which Chinese in Singapore especially we have some festival called the mid-autumn festival where we actually celebrate you know we play fireworks and we actually eat like moon cakes as a you know form a celebration occasion so one thing I realize about Monica industry in Singapore back then was they I realized that it was very very very saturated competitive market I remember going to this exhibition back in Singapore and I was trying to buy moon cake I went to like ten twenty fifty hundred stores and I realized that oh then the moon cake they still about the same and they were like no charging it may be about the same price so I was like really having a hard time making a decision until I saw one of the brand that really stood out and I was very my blown by let me show you so this brand was called golden moment now everyone know that you know a lot of competitors they try to you know focus a lot the taste how healthy the moon cake is things like this but this brand really stood out and it was very my blowing because they'd no longer just focus on the taste of the moon cake but instead they were selling emotions they was telling you about family time and this was a very fantastic true pinpoint because why people I was I thinking white people I should my moon cake I mean it's like $10 for a cake that tastes like very sweet and it's like quite disgusting and why would people be willing to pay so much for it so this this is company did a very good job at like you know people buy moon cake because they want to give it to their loved ones they wanna eat it our family and this company just focus on you know like the family time you have you know once you buy a moon cake alright so this is why I mean buy something that is important but forgotten so in your business you're the really thing of a way to actually like identify that now did I touch on unique technology if you just look at this like so like Premium Gold us you know 100% pure emotion of emotion wise account durian by the way or healthy bamboo chuckles to snow skin so it was very my blowing like evens very simple things like moon cake can have such a technology behind it you know I think technology is something that it's not just about having a beta the technology or something that has to be very you know highly technological advanced but it can be something very simple buys you know it depends on how you phrase it and these are things that can make you just stand out they also focus on your personal story emotions of course they have a story lastly is there I really like is that you know we're about inspiring golden family time so when people buy a new hideout howling is essentially people hey you're actually part of our golden family that's that's just pretty cool because people like to be part of something so another example is a meditation niche how many of you I have this brain called Quantum Jumping okay some of you so it's actually by I think by my very so what really might blows me about this brand is that um you know in the meditation space it's also very saturated market where everyone you know it's I talking about hey how can I actually meditate better how can I meditate 2x but that reacts better facts but a 10x but also everyone's just doing this you know how ki should be inner peace how can I be more productive la blah blah blah but this brain really stood out and was really successful because they were no longer just talking about hey I can meditate we can make a meditate better and things at it but they were tapping on they were telling you that you know hey I can make you tap into alternate universe and that's actually the very powerful pain why because when people meditate what they really wanted was you know to really reach a high level and lights women and things like that so this brand really really really really stood out very much and this is another brand that maybe some of your her love is called italic so you know it's in the luxury niche where in all life there's a common pain power of people buying luxury goods but they can't really afford it because it's like kind of expensive sometimes so what this brand does is that this company does is that he actually tells you that you can essentially buy those luxury brand bags literally from the direct factory itself where actually you know mass-produce it so for like maybe one tenth of the price so it was a troop in part they were trying to solve so I'm just giving a little bit of example cases of how you know how all this can be applied itself alright next so this is something very close to my heart because when we were charging really the lowest prices in the whole market what we really face is that we were facing a very hard time you know like trying to survive because we are barely profiting and things like this and the first part - one is there when you actually want to charge premium prices to really understand how to actually focus on just one product or service now one product one service can be one niche can be one category or product but try not to lie you know especially for agencies like I realized a lot agencies that reason why they were an officer what they weren't able to replicate us is because they were trying to do many things you're trying to hide your face why do you chew I do this I do that and they actually it's very messy because the consideration factor for people to actually consider to be your client it's actually longer cause now people have more things to think about so when you kid on business simple neat and clean people can understand your business very easily and make a decision really quick so second thing this is a little bit funny because our back game where each having really low price I told her hey you know people are going to like hey buy from us because like we are cheap and there was what it was all about but strangely we actually face more customers to this problem where we should charge like very cheap price versus like prices there were like ten times higher so it was something that I couldn't really understand but it kind of makes sense because how many of you actually remember you know like you know the the the street food you eat and compared to a very expensive restaurant you eat so one thing I realized it about premium prices is that it's no longer just about you know having higher profits having higher aov but it actually matters in conversion too because when you charge premium prices like maybe two times three times higher than 80% of our competitors it becomes very powerful because people no longer see us you know they're 80 90 percent it don't compel you on the same space you don't compare like a street food and a restaurant because you see them has stood completely different categories so my my tip is that depending on industry is to actually go for like at least fifty percent or two times higher prices there are competitors because like you know in every then most of the clients I do I see like those really really successful and being recognized because like when people just spend a lot of money on your product they where she can't be more profit you start to spread their friends and you know that kind of effect and so there was a current in fact we receive where we decided to actually increase our prices trust tickly and it was just really strange it's just somehow happened people no longer compares if like a competitor a competitor be compared see the jessie has a completely different brand and company alright I think it's pretty important to invest in branding because I think a lot of us you know we are just so focus on I mean it's cool its creative focus on marketing but I think it's great to actually invest in branding like I mean branding as it not like in audio graphics and things like I'm being I'm referring to more things like your personal story your copywriting you know what really makes you different and don't be afraid to actually try out very crazy way of branding yourself because if you're gonna try to be like everyone else you're not gonna have like a unique branding itself and lastly this is something that's really very very close to my heart it was learned from one of Tony Robbins mentor comma shot rubber not just some of you heard before so the biggest takeaway I took from this guy is that he focused on the importance of client amasi in business now what do I mean by client immerse they are no longer talking about like having good customer service anxiety these are all fantastic is great but client clemency is about bringing your customers and you know your clients across a path you have to really show them a path of let's say you have with me what are you going to see I gotta get how good we're gonna be like in one year you can to your entry or carved a of course this is more applicable for agency but for e-commerce it's about you know like having a fun having a proper fan of products to actually share with them so some of the ways to build client amasi can be like being very personable with them like being a friend to them instead of like no seeing there's a customer I realize that a lot of us we try to you know see our customers as like money-making machines and things like that but it's cool to you know someone just treat them like a friend and you know just once awhile we were actually like give out gifts to our clients for free we were actually give them like free consultation where learn something new about industry we like share them immediately and because of that they are able to see us as a certain form of authority and this is actually very powerful because this is what they're truly makes people stay with you and return with you and because of this a lot of our clients has been with us for the last one two three and most of agencies when you know you do a retainer and solve things like that after three six months they just jump to another agency so these are things that are the intangibles they actually let clients at least a video let me give an example so that's it today you sign up for a Philly World Conference now a lot of us of course tie up because we see that hey there's this great speaker ABC there's people at timbre others here and inside pretty cool it's not like it's value for money but what really you know like like mix outside remember this event is order you know like fantastic setup that we all had all the great support you know order like very great books out here they actually like other intangibles that let us feel like hey this is like really really the thing for me on becoming an authority this is something I also want to touch on so becoming Authority Allah I'm not referring to like a view to be an author you have to be like you know like have a certain form of credibility crafting I'm talking more about how you actually whether it's an e-commerce of the agency or company it's very important to actually get very powerful companies and influencers to actually endorse your product I don't mean just like influencer marketing whole thing but think about it this way so back then when we actually started we actually have a lot of competitors and things ID so you're like thinking like hey who are some of the you know very influential brands or people out there that you can be endorsed us so that it can be very powerful social proof for us the another point on that passion is to really to focus on dominating every demographic before moving to another so what I mean by this so that's it there's a lot of people like you know when they want to sell product they try to sell to many county demographic as your agency you try to you know have clients from all kinds of industries but what one of the way that actually we had success with was to actually being very focused on a certain demographic for example so when we had a wedding client so let's see when to focus on the wedding space and we just like really just go to like you know the most influential wedding company in the vertical and we just tell them that hey we want to do marketing for you for free of course when your new company no one is going to let you know that consider you and things like this but let's say for a start we can tell them that hey we're going to do a free marketing for you all we ask is that if you do a good job just give us a great testimony but what most people don't realize is that this is very powerful because when you have such a testimonial in here now you can go to other smaller wedding companies and tell them like hey this client is with me and I could actually bring him to bring them to this level if I can bring them to the level so we can do that same for you too and because of this we were able to dominate every single industry - you buy industry and there's something what we call momentum where we focus on a particular industry instead of like having different messages for all industries many different pictures many different selling propositions when you should focus on this momentum you know people are going to be paying that industry are gonna hear about you really really very quickly as a summary really focus on finding your customers true pinpoint is very important so before the NGOs I just want to encourage you you know like to take up the challenge of really just I didn't trying to sit down and identifying what I solve the pinpoints of your customers that are not addressed by 80% of your competitors on a deeper self competitors but how you actually can bring out this customers pinpoint for emotional perspective to it and actually branding as a selling proposition branding as your marketing anger this is very very very important you know focus on what have unique technology you can have depending on your product depending on a focus on your story focus on how you can build a tribe of people how could how could you turn your customers into a tribe and charge premium prices I feel is a very important because I have not really seen any client that you know like among the few thousands that had success by charging really low prices among their market because when you charge prices are I refuse their customers and clients don't respect you as who you know they were they were charting like hey you're so cheap you must be not good you must like you must have a southern leg and they so they said ok fella problem is such a good friend take it started I call you every night things like this but the strange thing is once you charge a really premium prices people start to you know like respect use people start to lie take you seriously people start to like share these with our friends because now they can tell their friends like hey I'm using like the best agencies are the most expensive you'll have a tendency to associate price you know the higher price with better quality so this is a human nature and focus on becoming an authority by having a very focused segment of your market and your vertical so with that you know I really wish all the best and look forward to crashing 2022.