The Client Letter
March 27, 2013
Way “North of Lake Wobegon”
Cloudy 32 Degrees
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On the surface, I’m not really an emotional person.
I can be in the middle of a hurricane and, for some reason, I can remain calm. Actually, the more chaos there is, the more clarity I seem to have.
I know, kind of weird. It’s nothing I did to get that way, it’s just the way I am. And I’m (finally) extremely grateful for that.
While I’m not outwardly emotional, there is often a LOT going on inside. Perhaps you can relate 🙂
In the client attraction business, a high level of emotional charge can lead you to do very stupid things.
But rather than bottle up what you’re feeling, which would require you to work at being something OTHER than what you are, I’ve found that taking emotions “out of play” is far more effective.
I do that through process. For example, I create the process that deals with incoming leads. The process is created with a clear head, and free of any specific emotion caused by a particular person or set of circumstances.
From there, I watch as people move through the process.
I become the observer.
In business speak, you could say it’s simply a way to force yourself to work on your business instead of in your business.
Don’t like the clients you’re attracting? Don’t change you (you’re the best asset you’ve got), change your process. That will change your result.
This is one of the many reasons why the art of writing sales copy is so important. From my perspective, just about everything you write is “sales copy.” And yes, I’m biased.
Maybe you’re selling your service, or a product, or an idea, or an opinion, or a perspective. Whatever it is, to me, the art of communicating is the art of selling.
And the better you can articulate and communicate your process to your prospects and clients, the smoother your life will be. (Hallelujah!)
On Thursday April 4, I’m hosting a webinar that’s focused on making writing sales copy simple. Read about it here.
When both you and your prospect know exactly what’s going to happen, there’s very little room for improvisation. No more decision making based on emotions.
Instead, there is only room for moving forward to the next step in the process or not. All you have to do is “watch.”