The Maverick InfoGuru

By Robert Middleton - Action Plan Marketing

Last week, John McCain said something that astounded many people:

He said, "I never considered myself a Maverick. I consider myself a person who serves the people of Arizona to the best of his abilities."

Ooops. So much for the "Maverick Brand" he worked so passionately to communicate throughout his career and especially during the 2008 presidential campaign.

I think that's a big mistake. But this is not a political eZine.

It's an eZine about marketing for InfoGurus.

And this last weekend, I realized with astonishing clarity that I'd made the same mistake. I stopped promoting the "InfoGuru Marketing" brand. How could I be so dumb?

Instead, I've identified my target market with the label: "Independent Professionals" for many years. What I realized is that this is quite understandable, yet totally forgettable.

But "Maverick" and "InfoGuru" are both very memorable.

The funny thing is, InfoGuru isn't even in the dictionary.

Neither is "Hertz" or "Toyota" or "McDonalds." But these are solid, reliable brands that have lodged themselves into our collective consciousness. Heck, even "Apple" brings up the image of a computer for a lot of people more than it does the fruit.

So when you claim a word or phrase and use it in your business, for goodness sake, don't drop it for something boringly generic. Now John McCain is simply another person trying to serve the citizens of Arizona. He's no longer a Maverick; he's just like every other senator.

This flash of insight happened during "The System Internet Seminar" that I attended this past weekend. During one of the talks, I realized I had also made my business boringly forgettable.

What a shock!

After all, I teach people this stuff (imagine head hanging in shame).

So I'm returning to my InfoGuru roots and this eZine is the official launch. Other InfoGuru information and services will follow. But for those not already initiated, what is an InfoGuru anyway?

It's a word that popped into my head during a shower sometime in 2000 when I was working on my Marketing Manual. I wanted a name that would pop out and get attention. I wanted a name that would prompt people to ask: "What's an InfoGuru?"

An InfoGuru is actually many things.

InfoGuru is a combination of the words "Information" and "Guru" (wise person). So an InfoGuru is the possessor of practical information which he or she applies wisely.

InfoGurus are professionals who offer (either alone or in combination) Consulting, Coaching or Training. InfoGurus are business professionals who help their clients get results and improve their condition in a way that makes a real difference.

InfoGurus are more than advice givers. They are in the business of providing the expertise, guidance, and support to move things forward successfully for their clients.

InfoGurus also leverage this information and wisdom to market their businesses. InfoGurus educate, inform, explore, and collaborate to gain engagement from their prospective clients. InfoGurus don't use hype, pressure or manipulation; they don't have to.

InfoGurus market their services though writing, speaking and the Internet - all mediums suited to convey information efficiently and with impact. The most successful InfoGurus gain attention and notoriety for their expertise, insights and results.

Famous InfoGurus include: Tom Peters, Marshall Goldsmith, Alan Weiss, Seth Godin, Jim Collins, Jay Abraham, Peter Drucker, and John Gray.

Now how does all this help me in my marketing? Pay close attention here, because this is the brilliant part!

If I'm the person or business who defines exactly what an InfoGuru is and you buy into that concept, then if you're looking for help with your marketing, who are you going to go to?

Are you going to go to someone who's a marketing expert for consultants or coaches or trainers? Perhaps, but you're more than that; you now understand that you're an InfoGuru which is beyond those three categories of business services. So you naturally go to the person who invented the word (if not the concept) of InfoGuruness.

So what does this mean to you? Glad you asked!

It means that you need to define your playing field, your business, your brand in terms or concepts that you OWN completely. It simply can't be generic anymore. That won't get you the attention you want. It won't help your prospective clients self-identify.

But if you can do that, you can own the market. If not internationally or nationally, at least locally. You can become the go-to person for a very specific type of client or kind of challenge.

Now do some hard thinking and go to work! What kind of Maverick are you going to be in your particular field of InfoGurudom?

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The More Clients Bottom Line: If you want attention that really sticks, you need to own a concept or brand that stands out like nobody else. In other words, you can't be just any old InfoGuru, you need to be an InfoGuru Maverick who does something better or different than anyone else.

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As an InfoGuru, what market do you want to own? What concept do you want attached to your expertise? Please share your answer on the More Clients Blog by clicking on the Comments Section below.

Comments

[aron brajtman]

I too would like to compliment you on your candidness.
I guess we never stop learning,revising and changing. Only in the simple story books does the master ever know it all.

Aron

[Lyle Parkyn]

It's strange the journey we have to take to arrive at clarity. Strange but necessary.

In my mind it's always been InfoGuru, but then I've had the manual for years. Obviously a brand that sticks.

You've come up with some great ideas the last few years. I've enjoyed following your progress.

[Gary Slavin]

Robert,

Even though you left the brand behind, I always referred to you as the InfoGuru when mentioning you to others. I guess this is a good indication of what a great job you did in branding yourself in the first place. Great move in returning to a brand that truly indicates what you do and how you help others.
Gary

[Donald Tex Bryant]

Welcome back to the brand you started. I must admit that I was saddened as I saw you drift from this stance. I started with the Infoguru marketing manual some years ago and really liked it. I found it fit my way of thinking and doing things. It has emboldened me to market to my target audience and try to serve them well. Well, it has made me bold. So, I am glad to see that you have returned to your roots! I am comfortable with your product once again.

[Catmatson]

ahh, Robert, I love your self-disclosure ... and it's reassuring to know that even the 'Gurus' have 'duh' moments (in their own minds at least) sometimes.

I'm soooo glad to see the InfoGuru brand back - while I had noticed you'd stopped using it, I still think of you as the InfoGuru 'Guru'.

Also, I love your InfoGuru 'map' ... great visual to demosntrate the concept.

So 'welcome back' to Guru status ... I'm guessing it's where you've always been in your tribes eyes ... but the shift back in your own is the kicker :-)

Cat