Mountains of Arizona
Sunny 90 Degrees
2:52 p.m.
I’m sure your business is different. But you can’t just say that, because no one believes you.
ANYONE can say it. And that means saying it is relatively worthless.
You have to show it. You have to demonstrate it, you have to prove it.
This morning I woke up and put the finishing touches on an Incomparable Expert Transformation strategy blueprint for a client.
I’ve done a lot of these over the years. It’s usually one of the more difficult things I do, but it’s also one of the most rewarding.
This project involves helping to position a new business that is launching in the coming months. We know what the business does, we know for whom the business does it. But the rest of the story is where the real work is.
The client is not some startup entrepreneur but a seasoned veteran with decades of experience and successes.
Even so, the process is the same:
You have to connect with your prospects where they’re at, with a BIG idea that is somehow different, exciting, inspiring, empowering or attention getting.
If you show up with something that can be identified as “something that’s been seen before,” the mind will ignore it in an effort to be efficient.
That’s the amazing thing about big ideas. A big idea can give new life to something that’s been around forever. It’s quite amazing to see how brain energy can literally create value out of nothing.
So once that point of connection is made with your prospects and interest is piqued, then the real work can begin.
Again, you can’t just SAY things and expect others to believe them. The sales system you create has to prove your story, slowly, over time.
And when you are an expert or an advisor, you can’t “prove” things by beating your chest and strutting all of your proof about like a dog and pony show.
It has to happen slowly, over time, piece by piece.
This is why the SYSTEMS based approach is valuable. This is why almost anyone I work with these days either already has or quickly builds some type of media platform. That’s the device that really does the work.
You can strategically create a system to achieve this desired result of trusted advisor over time.
If you want leverage, this is it.
But most entrepreneurs simply don’t have the interest in this approach. It’s too slow. It’s not exciting. It’s not flashy.
The stereotypical entrepreneur wants fast, they want furious, they want sales yesterday!
Trusted advisors and experts can’t afford to give into these urges. We require discipline. Why?
Because building trust and credibility requires discipline. I don’t care how much money you have, you can’t just go out and buy those things. The only people who will sell you instant trust and credibility are liars.
You must build it…slowly…systematically. You don’t rush it or you ruin it. (Much like cooking a risotto!)
It might seem like there has to be be a shortcut to getting there. Isn’t there a shorter way to do everything?
That is correct. There is a short way.
The thing is, what I’ve outlined above IS the short way. Every other way just leads you in circles forever.
Your quickest route is to just do the work.