The Desert of Arizona
Sunny 48 Degrees
I can’t really think of a service area where you wouldn’t want to be perceived as a trusted advisor.
And I can’t think of a service area where a strong relationship with prospects and clients doesn’t offer you an enormous advantage.
I also can’t think of a service area where you wouldn’t benefit from being a unique “one of a kind” choice for your clients.
The Platform approach to client attraction generates these three outcomes and many more.
You become “the sun” and your prospects are a bunch of celestial bodies out there orbiting around you. The content you publish and the consistency with which you publish it create a gravitational pull that holds your system together.
So really, it is pretty much a good move across the board to get something like this going in your business.
From a dry cleaning business to a cosmetic dentistry practice and even a $50 million consulting company… the Platform approach works. Remember Oprah? Her TV show was her Platform. The Platform might look very different in each situation, but the fundamental function is the same. It builds trust, it educates, it entertains, it sets you apart, it SHOWS UP.
But here’s where things start to get a little more complicated.
Just because you develop a Platform that keeps a large (relatively speaking) number of prospects in orbit, that doesn’t mean they’re all just going to ask to hire you.
Some will, but this is where you have to put on your strategic thinking cap.
The Platform, to me, is the price of entry. It’s what you do these days to simply have a chance. The real work starts from there. Sorry.
Creating an environment where they WANT to take a step closer to you is the goal. What does that look like? How does it work? Those are the questions you want to ask yourself.
Frankly, this is where most of the trial/error, testing, tweaking and patience come into the picture.
The nice part is that you buy yourself pretty much an unlimited amount of time to get it right.
But you can’t do that with “advertising.” People are sick of advertising, but they’re starving for leadership. And that’s really what the Platform creates.