The Client Letter
January 8, 2013
Sedona, Arizona
Sunny 46 Degrees
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You might think that being the best web designer, copywriter, lawyer, cpa or [insert what you do] in the world would be enough to make a good living.
In a normal world, that might be the case. But we’re not in a normal world now are we?
In fact, I think it would be pretty simple to be the best at what you do and still struggle. Maybe even starve.
Here’s how it would work.
Let’s say you’re in the drilling business. You drill really well.
In fact, you operate your drill better than anyone, anywhere.
So you trot off into the wild blue yonder with your drill and a dream.
You’re going to build a successful drilling business because you’re the best driller in the world.
But something weird happens along the way that catches you off guard.
You’re not sure what the problem is. You spend 25 hours a day talking about drilling. About how good you can drill and how well you operate the machinery.
For some reason, you don’t get any takers. The minute you launch into your drill bit (pun intended), people’s eye glaze over and they get this queasy look on their faces.
Day after day goes by in the same way. You’re working hard, but nothing’s happening.
It never occurs to you that you spend all your time droning on about drills when all anyone is interested in buying is a way to make a HOLE.
So here’s a question for you:
Are YOU talking about “drills” or are you talking about “holes?”
What about on your website? Drills or holes? Which do you focus on?
If you’re ready to stop showing off your drill on your website and start focusing on what your clients GET because of your “drill,” then you might find this to be particularly powerful: