The Client Letter
December 3, 2013
The Desert of Arizona
Sunny 50 Degrees
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When I got into marketing, I really had no clue what it was about.
I thought it was about learning how to get people to do things.
The folks on the car lot where I worked years ago thought so too. Those guys said and did anything to get the buyer on the lot.
“You want a green car? Of course we have a green car, come on down!” they’d say. They’d say that even if the lot was filled with nothing but pink Cadillacs.
Some people call this marketing, I think it’s a wee bit clearer to call it lying.
I don’t sleep well at night or even feel good in my skin when I do something stupid like that.
Frankly, I hate manipulating people. Not only does it give you that crappy feeling (if you have a conscience), it also really puts at risk everything you are trying to achieve with your business.
It’s not that I’ve never tried it. I’m no saint. But early on in my marketing career, that’s what I thought marketing was about.
I was a bit clueless.
Since then, I’ve gone in the other direction.
I’ve pretty much gone “all-in” on the attraction method of getting clients. For me, there’s no other way to fly.
Frankly, it’s a fine line. Some people might even call THAT manipulation. I don’t really care what they call it. What I care about is what my prospect FEELS as they are going through the process.
And I care about whether I can feel good about myself as they’re going through the process as well.
You may have a different opinion. That’s good. You should have your own opinion. That’s what makes you interesting.
If my prospects feel manipulated, then I’ve screwed up. Because no one likes to feel that and I’m only undermining the very relationship I’m trying to build.
Business is built on trust. Period. The more trust you have, the better everything goes.
That’s why my attraction method is all about NOT wanting anyone. If I “want” the outcome, and I make my goal known, it simply undermines trust.
They have to want me. If they don’t, I move on. It’s common sense really. Why WOULD you want to work with anyone who didn’t want to work with you? It’s not really a recipe for charging top dollar.
Now understand that this way of business is a commitment and a discipline that you develop. It’s a choice about the way you want to do business. At least it begins with the choice and with the commitment.
After that, it’s about engineering. It’s about creating an environment where someone WANTS what you have. You create the environment and you allow them to choose you.
This is where you can get creative.
It all starts with understanding what you bring to the table that your prospects can’t find anywhere else.
This is often hard to articulate when you’re trying to answer that question for yourself.
That’s why I created the Incomparable Expert Transformation™. This is my stupid human trick that I seem to do better than most anyone.
If you want to become an Incomparable Expert, then the burden of proof is on YOU to show the world that you are one.
There are many ways to supply that proof. But if you want my help to “fast track” your progress, you can get more details here.