Mountains of Arizona
Sunny and Cool 53 Degrees
6:52 a.m.
“I don’t know…”
That’s the answer I often get when asking someone on the phone to tell me exactly what it is that they do.
I’ve looked at their website, I’ve read the information they submitted via email about their business. But I want to hear them say it directly to me.
And usually, after a rather long period of silence, they say something I would sum up as: “I don’t know…”
This is not something that should embarrass anyone if they don’t know. It’s time to rise ABOVE the programs they’ve installed in you that create embarrassment, shame and guilt just for being you. That’s what they REALLY teach in school.
So rather than this being an opportunity to make fun of someone, I consider it the best opportunity in the world for everyone involved!
Because if you can answer the WHAT DO YOU DO question in a way that transports the listener to another place…a place they are truly excited about going… you will experience alignment and all of the benefits that come from that.
Now some will craft these statements full of buzzwords that end up taking a while to say exactly nothing, but that just leaves people on the other end with an uninterested blank stare.
Let’s set the bar higher than that. We’ve all been on the receiving end of those “elevator pitches.” Those are the ones where it feels like someone is talking AT you with their well-rehearsed jargon that means nothing.
I’m talking about a FEELING you have about what you do that is so deep and clear that the words flow WITHOUT practice.
Why is this so hard?
It’s not hard, once you have all of the pieces of the puzzle.
This answer is not created in a vacuum. If you try that, you end up existing on the level of the VENDOR where you talk about what you do.
I build websites…
I clean carpets…
I fix teeth…
Then you get judged by how quickly and how cheaply you perform. Good luck with that!
The piece of the puzzle that transforms everything is a group of people, who share some common trait, that you would like to serve.
Because with the identification of a group of people comes a specific set of problems they would like to have solved.
And once you have THAT, then you can see the path to the story to share with them that TRULY explains the value you bring to their lives.
Getting this level of clarity is so important, it’s built into almost all of the work I do. You can’t build an effective client attraction system WITHOUT this part. That’s why it’s right at the beginning of the Platform Lab that’s starting next week-it’s right in module 1.
We work together to get the right answer for you. And if you can’t quite see the answer, that’s when I will show you what I see.