Note To William


He emailed me again,

… this time through LinkedIN.

I’ve known him for years…

He’s a much better writer than me…

I probably need to hire him…

He reaches out like clockwork to remind me that he’s “still available available for writing and editing.”

Of course he is.

And he’ll likely stay “still available” until he changes his approach.

He means well, but like a lot of talented people, he struggles with marketing.

You’re just like William:

You keep your name out there, faithfully posting on Facebook, pushing stuff out on Twitter, and sending one email after another essentially saying the same thing, “I’m still here, buy something… please.”

Listen, none of your prospects care that you want or need work.

They care about what they care about.

Most self-employed professionals forget that we are in the business of attention.

We need to get our prospective clients attention in order to tell our story.  Then it’s up to us to understand how to tell stories on the platform where we have their attention for a few seconds…

There are really three steps in the process:

(1) First, get attention;

(2) Seond, tell a story; and

(3) Third, foster an “epiphany” moment.

(1) Attention

We live in an economy where you’ve got seconds to grab attention.

Think about it, you’re competing with non-stop media.

You get attention by being relevant to your audience.

Relevance is understanding and speaking in a way that reflects their internal conversation so that they are willing to hear what you have to say.

The decision is made at an emotional level.

Emotion is the gateway to the heart and mind.

(2) Story

The purpose of a story is to evoke emotion.

Emotion opens the heart so the message can be heard and responded to.

Noticed how I opened this conversation “He emailed me again”…

Story allows the reader or viewer to enter the conversation and experience it.

When they experience it, they sell themselves on the value of it.

Facts tell, stories sell.

(3) Epiphany

Simply put, an epiphany is an ‘aha’ moment…

It’s the mental click, the experience of sudden and striking realization that YOU are the solution.

Your job is not to sell or convince, your job is to create a conversation in which the ‘click’ occurs.

An epiphany moment happens when what you are saying becomes their idea.

I’ll explain how to trigger an epiphany moment, and then lead your prospects to the decision to work with you in a future conversation…

For now, it’s time to stop, put yourself in the shoes of your ideal reader, client or member and ask yourself the following question:

What do they want to accomplish?

What’s standing in their way?

What do they need to know?

What mistakes must they avoid?

What’s the big reason to hire me?

What are the hidden benefits?

What is their one immediate concern right now?

What is the hot topic they’re paying attention to?

How I can I help them solve the problem even if they decide not to work with me?

What will inaction cost them?

What is my specific offer?

Then, map out a conversation, a series of value touches that deliver on the big reaon to hire you.

For example, William is a writer.

Had he offered me a content creation checklist based on the latest Google changes, then followed up with a series of content create tips — essentially teaching me to do it myself, I would have likely hired him by now to do it FOR ME.

Read that last sentence again…

Freely educating your prospective clients demonstrates your expertise, shows them you have a process of value, trains them to be a better client and frees them to see you are THE person to work with in your market.

This is what we work on together in the private VIP Days offered through The Big Table. If you know you’re ready to work with me as your coach, get in touch. Either way, learn from this, it will transform how others see and respond to you.

P.S. I love William.