The Desert of Arizona
Sunny 32 Degrees
When it comes to client attraction, the real challenge isn’t so much WHAT to do, it’s what NOT to do. There are way too many choices.
You also run into a lot of choices when trying to figure out what it is about you that makes you a more valuable choice for your clients.
Lots of choices.
If you pursue “all” of those choices and talk about all of them, you end up with a message in the marketplace that is not clear.
You might be working very hard, but nothing will be getting through.
That’s why it pays to focus and distill until you have a manageable unit of information with which you build everything else.
I call this, the “fractal strategy.”
Now look below, here’s an example of a fractal image. The smallest unit of that image looks the same as the full version. In other words, the same core unit repeats no matter what the scale.
This is how I approach marketing when it comes to businesses.
The hard work is to get the core bits of information. What are the foundational “big ideas” that are going to serve as the repeating unit in your business?
This might sound a bit theoretical, but it’s not. It’s extremely practical.
I basically have 3 or 4 things that “I’m about.”
One is that I don’t chase clients…
Two is that I KNOW 80% of this business has to do with what’s going on between your ears…
Three is that I am 100% committed to the Platform model of client attraction…
These are a few of my “big ideas.”
This is the core unit of my “fractal.”
These ideas repeat at many levels throughout my business. They repeat at the level of this Client Letter. They repeat at the level of my products. They repeat at the level of my private client work.
It’s the same pattern, repeating over and over at different levels. It gives me a tremendous amount of clarity and it allows me to be more valuable, more quickly, across the board.
The first step is to figure out what that core unit of value is for YOU. That’s what we do during the Incomparable Expert Transformation. This is what I do better than just about anything.
This is actually a process that requires the most about of input with the LEAST amount of output. The volume of output is small, but the value of that input really doesn’t have a limit.
Because once you get clear on what the core of your “fractal” is, then you can duplicate it in many different ways. It really just depends on your creativity.
This level of clarity gives you an enormous amount of leverage and allows you to shine in a way that most other service providers never will.