The Client Letter
June 20, 2013
The Northland
Cloudy 54 Degrees
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When you’re a solo service provider, it’s really easy to get caught up in the world that’s inside your head.
You view everything from your perspective and you completely forget that how you see things isn’t how your prospects and clients see.
You’re preoccupied with YOU. No one else is.
That’s why you can send emails to a prospect for an entire year and have them STILL have no idea who you are or what you do.
That’s why you can tell the same people about what you do over and over and over again and STILL have them not get it.
Have you ever listened to an expert you respect tell the same stories over and over again? Have you ever thought, “Man, this guy sounds like a broken record! I’ve heard this so many times?”
I have. I think that all the time. But there’s a reason for the broken record thing. It’s because that’s the level of repetition it takes for an idea to get communicated from one human being to another.
It’s just the way it is. The trick is to stop trying to make things the way you want them to be and to accept things the way they are and work within those constraints. Constraints are a beautiful thing if you view them as helpful.
If you move too fast in your marketing, your prospects are going to MISS IT. Mentioning something ONCE is pretty much like not mentioning it at all. Mention it 7 times… 10 times… more than that… now you might have a chance.
What do you stand for? What are the 2 or 3 big ideas that separate you from the pack?
Get clear on that and then become a broken record. Get those ideas out there over and over and over again.
It probably won’t take long to get completely sick of saying basically the same thing over and over again. But only when you can hardly stand to hear yourself say it one more time will you start getting close to being heard.
And “being heard” is the only way to make something happen.