Here’s one of the most important rules about marketing…
If you want to sell people what they need, you need to give them what they want - first.
That’s especially true if you’re a consultant.
It’s very hard to start a relationship with a new client by immediately telling them they don’t know what they’re doing. But that’s exactly what most consultants do…
Most start their relationships with some kind of analysis: “Let me examine what’s been going wrong… let’s see what you’re not doing… and let me fix it.”
But here’s the thing…
What’s currently going wrong in your client’s business is not their top priority. Even if you think it should be.
Their number one problem is how to make more money - right now.
Yes, it’s true: By fixing the systems your clients use, their marketing, and everything else… that does increase the amount of money they’re going to make.
But that’s a long term game. Your prospects have more urgent problems.
On top of that, if your prospects don’t believe you can deliver, they’re not going to let you turn their business upside down the moment they meet you.
You need to give them what they want first. So you build trust…
That’s why what you need is a “magic trick” that gets people’s attention. Something you can deploy quickly. And something that makes an immediate difference for them.
That’s why what you need is a “magic trick” that gets people’s attention.
Something like the 9-word email… or the Super Signature… and so on.
Look at it this way. If somebody put a gun to your head and said, “Listen, you’ve got to increase the revenue of client X over the next two weeks, or I blow your head off…” what would you do?
It sounds dramatic but that’s how your clients probably feel anyway…
Because they've all got that gun to their heads. The rent, the mortgage, payroll, suppliers, the overhead…
And by meeting them where they’re at… feeling their pain… and giving them what they want…
You’ll open the door for all of the other, deeper things you can help them improve.