Mountains of Arizona
Cloudy 69 Degrees
12:40 p.m.
One of the more difficult things to realize when you’re some sort of an expert is that people come to you because they can’t do what you do…AND…in most cases…they have no interest in learning.
The problems start when the average expert turns on the “marketing machine.” The primary content that is created is basically centered around educating the reader/viewer/listener how they do what they do.
Apart from medication, this is the fastest way to put someone to sleep.
If people wanted to be experts in what you do, they wouldn’t need you.
Your expertise is the vehicle. The client rides in the vehicle.
Where does the vehicle go? THAT’S all they care about: where they’re going and how they’re going to get there and how certain that arrival is.
You make it clear to them that you understand where they’re at. You make it clear to them that you know where they want to go. You build enough credibility and trust so they feel like YOU are the right vehicle to take them to the destination.
That’s the recipe. It’s simple and straightforward.
In fact, it’s SO simple that that’s actually a problem.
Because we’ve been trained that we need to feel like we’re “earning our keep” in order to not feel worthless. So we have this need for the client to know all of the amazing things we’re doing and how we’re going to do them and why and what will happen if we have to make a course correction and how THAT will go.
From the client’s point of view, I imagine it’s pretty painful.
When you stop trying to “earn it,” you can spend your time getting people to the goals they want to reach.
That’s what you talk about. That’s the only thing that matters.