Hello everyone, Victoria here. Today I would love to have a very quick chat with you about you becoming a unicorn and the mistakes that you are probably making by staying in the mass marketing and the mainstream.
What I want you to think about, and what I invite you today to have, is the most honest conversation with yourself. Do you want to be at the very top of the market where the clients that are attracted to you are coming to you not because you’re offering a great deal or a promotion, or because you’ve slashed your $10K consulting or coaching offer down to $1,997? Or would you rather have this incredible unicorn client who pays you very high ticket premium for a transformational experience?
They are paying you not for your time, but for your mastery, for your wisdom, for your experience, and for your guidance.
You have an opportunity here to be a unicorn. Instead of being a white horse in a sea of white horses, you become the unicorn — the category of one. You are the one. What is so magical about this is you already have everything you need. It’s just a matter now of really finessing and polishing and making sure that you’re articulating to your target audience what the end result is.
People aren’t buying a module in your course or a 45-minute strategy session with you. They are purchasing, at premium pricing, the end result. If they’re doing a 30-day intensive with you, or a VIP day and paying you $30K for the day, what will their life — or a portion of their life — be like after the experience with you? What will their business or their career look like after that transformation?
So I want you to stop talking and using the verbiage of containers, coaching, consulting, programs, and courses. Instead, start focusing on the very top end of the market — transformational experiences where you are curating opportunities for yourself as the unicorn.
What happens then is you move away from the mainstream and the volume of having to sell so much and having so many customers and clients. Instead, you move to the very top of the market where you have fewer clients, but they are paying you significantly more money. You also have the opportunity to do deep, deep work with these clients.
It is so different from anything you’ve experienced before. When you’re in the mainstream, people are looking for a deal. They are the Black Friday buyers — asking how they can save $50 here or $200 there on a product or service. Instead, when you are a category of one, what you are selling your audience is something they are unable to get anywhere else.
It’s your magic. It’s your intellectual property. It’s your content that they are paying for — not your time. Time becomes irrelevant. They are paying to receive a transformational experience.
One thing that I see people making a big mistake with in this industry is that they work on very long end-game timeframes — for example, a one-year container. When people are paying you very high ticket, perhaps $30K for a VIP day or $50K for a weekend, or they are coming to a 7-day, 5-day, or 3-day retreat and paying six figures, these high-net-worth ultra-premium unicorn clients do not want to wait 12 months to experience that transformation.
They want time collapsed around all of that. They want rapid results, rapid outcomes, and rapid transformational experiences.
You can do this from two places, or a combination of both. First, you can clearly articulate to your target audience that you deeply understand a problem, pain point, or struggle they are experiencing — something that keeps them awake at night. They do not have 12 months to solve it. They want rapid results and are happy to pay premium pricing in return for a transformational experience delivered in a collapsed timeframe.
On the other hand, you might be helping your dream unicorn client fulfil a desire — a dream, a vision, or something they deeply want to achieve. Again, they do not have six, nine, or twelve months to bring this vision to life. Instead, you offer a premium unicorn product, service, or offering at a very high ticket price point, delivering the result in a collapsed timeframe.
So it might be a pain point where you provide the solution, or it might be helping them achieve a dream or vision. For many of you, it will likely be a fusion of the two.
How I want you to start thinking about being the unicorn is by beginning with what you are an expert at — what you are the best in the world at. From there, you frame what we call your “best-in-the-world-at statement.” This is a sentence, or at most a short paragraph, where you articulate what makes you the unicorn in your space.
People don’t want to pay you $100K for you to fix everything in their life or business. Instead, they want you to be the expert, the go-to person, the unicorn in your niche, industry, or field.
Ultra-premium clients are very different. They are not in Facebook groups looking for answers or scrolling through Instagram trying to solve their problems. Instead, they are drawn to bespoke, customised outreach.
This is where we build your dream unicorn list — the buyers you want to work with, partner with, collaborate with, and serve at the highest level through your transformational experiences.
Instead of running a webinar and inviting them to a sales call, you curate bespoke opportunities. You might create a scroll-stopping pitch deck specifically for them. You might reach out through LinkedIn and provide pure value before any transaction — demonstrating how you can help them solve a problem or bring a vision to life.
It could also be an application-only or invitation-only process. Think about when Clubhouse first opened and everyone was asking for invites. That sense of exclusivity created enormous demand.
At the very highest level of the market, people are looking for experiences that are incredibly unique. They are not going to buy a $7, $47, $97, or even a $1,997 offer from you because they will not see the value in that transformation.
In addition to creating your best-in-the-world-at statement, I want you to think deeply about the products, services, and offers you currently have in the marketplace. Ask yourself how you could curate one of them into a unicorn offering — something that allows you to be beautifully compensated for your work.
Think six figures or multi-six figures every month. You do not need to sell hundreds or thousands of products. Instead, you might have one client paying you $200,000 or $75,000.
When you position yourself as the unicorn, you become exclusive and harder to access. People see you as the one — the category of one.
Many people are moving away from the hustle and grind of mainstream marketing because they want freedom. When you’re operating in the unicorn universe, you have time and space to create, innovate, and disrupt. Unicorns are not constantly analysing competitors or asking the market what it wants. They create from their own world, their own vision, and their own superpowers.
You need to see yourself as a golden, magical kingdom where people, organisations, and brands pay premium prices to access your content and work with you.
There are many ways to do this. You might sell VIP days for $25K, $30K, or $50K. You might put your content into a beautiful B2B global platform and sell a 12-month licence to organisations for $350,000. You might host destination retreats around the world where people pay six or even seven figures for leadership teams to attend.
It becomes a completely different space where you are deeply helping people through transformational experiences — whether that’s a VIP day, a luxury retreat, or licensing your intellectual property.
So today I want you to do two things. First, curate your best-in-the-world-at statement. Second, look at what you currently offer in the marketplace.
Ask yourself honestly: is it mainstream and volume-based? If you wanted to create $300K months consistently, how many of your current offers would you need to sell?
Alternatively, if you were the unicorn and you sold one B2B global platform licence for $444,444 each month, where would you rather be — the mainstream, or the unicorn universe?
Have the most honest conversation with yourself, because continuing to do the same thing and hoping something changes is doing yourself a disservice. You must be intentional with how you position yourself in the marketplace.
Mainstream or unicorn. There is nothing in between.
If you would like to spend 21 days with me curating your own unicorn offers, I would love for you to send me a private message on Facebook. We can have a conversation and explore where you might be leaving money on the table and how you can move into the unicorn space.
We can even do a VIP day together — 100% free and with zero obligation — just so you can experience the unicorn universe and decide if that is where you want to be.
Thank you so much for sharing your time with me. I truly appreciate it and wish you every success.
Thanks again, and bye for now.