The Desert of Arizona
Partly Cloudy 63 Degrees
You can’t go right up to a prospective client and expect they will be immediately attracted to working with you. You also can’t walk up to them and “explain” to them why they should want to work with you. That creates exactly the wrong effect.
You have to take another approach. This is where your platform comes into play. You could call it “fly-by attraction,” because that’s how it works. You just keep showing up in valuable ways. You “fly-by” on a regular basis.
You design it so your prospect takes the first step. And that’s what you want. You want your prospective clients walking towards you, not you walking towards them.
For every step you take towards them, attraction goes down and the more you appear as a salesperson. For every step they take towards you, attraction goes up and the less you appear like a salesperson.
So the goal then, is to engineer a system that does this so you don’t have to think about it. You don’t want to think about it. You don’t want to have some “ulterior motive” flavoring every discussion you have. People can feel that and will run away as though they are being chased.
Is this approach some fad? Not according to me. In fact, it’s one of the few “not a fad” things I’ve come across over the years.
So there are basically two camps of service providers here: those who will go to this trouble and those who will not.
Now I don’t know marketing expert and copywriter Dan Kennedy personally, so all of my facts here are public information. If I get some wrong, send hate mail somewhere else. It’s the point that matters. (And don’t let his unique personality stand in the way of learning something.)
So here goes…
Most copywriters are happy to get a client. Not him.
Most copywriters will work for peanuts. Not only will he NOT, he will insist (for the most part) that you show up at his office, invest upwards of $20K just to meet with him for a full day so he can hear about your business.
That’s not the project, that’s BEFORE the project.
How could anyone do this? How could anyone charge so much for something that MOST of his competition freely gives away?
Because he’s enjoying the RESULT of a media platform.
What is that result?
He’s engineered his entire world so people WANT to work with him and no one else. He’s the only place to go if you want to work with HIM, so it’s on his terms or nothing.
His clients care less about the actual service that’s being done. They care more about making sure HE’S the one doing the service.
Look at the PLATFORM(s) he’s built. Newsletters, books, speaking etc. An enormous amount of stuff. While there’s a lot of “stuff,” the strategy is simple.
Do you want to move in this direction or not? If you don’t, keep doing what you’re doing.
If you do, then the next Platform Lab starts tomorrow. This is the last session at $497. The next time the Platform Lab is offered, the enrollment fee will be $1,000. If you wonder how that could possibly be worth it, you don’t belong in this group. No hard feelings, but the resistance is a clue.
So that gets to the question: what is the value of a media platform in your business? What’s the value of having a system that’s reverse engineered to be attractive to your prospective clients?
The first session is tomorrow. Register here if you’re coming.