The Desert of Arizona
Clear 45 Degrees
And today we get to the “fine print…”
I talk a lot about human nature in this letter and how it’s usually a crazy idea to fight it when you are dealing with prospects and clients.
There’s only one person I’d ever ask to provide the willpower and the focus required to BEND human nature in a direction it does not usually go.
That person would be you. And what I’m asking you to do is to stop valuing what you do from YOUR perspective and start viewing what you do from the perspective of your prospects and clients.
This is about the only way to truly never forget just how much value you bring to the marketplace.
It’s important to work on this, because the alternative isn’t pretty. The alternative is you begin to take for granted how valuable what you do is. If you take it for granted, you don’t think about it in the same way. You don’t talk about it in the same way. And your prospects and clients will not perceive it in the same way either.
Like I said, the goal here is to retrain what comes naturally to most of us. It’s a habit most of us have developed quite well. I’m awesome at it 🙂 And I catch myself far more often than I used to. Here’s the habit:
The better you get at what you do, and the more naturally it comes to you, the easier it is to forget the value that is there for someone else.
Often times, when I’m working with a client, that’s the most important thing I bring to the table. It’s a different perspective. It’s a fresh look at the high level of value that someone is providing to the world.
There are two steps to doing this yourself:
First, you have to remind yourself that you have a “diamond” that you are carrying around in your pocket. It is something that is extremely valuable. That understanding affects your thoughts, your words and how you carry yourself.
Second, you have to never forget you have a diamond, despite what anyone says or does.
When you are able to do this, the results can be pretty amazing. This is what happened in a recent client project with Michael Smart. Michael was successful already in his work in the PR world. My work was to use the power of copy to make it even clearer just how valuable what he does is to his prospects and clients.
Here’s what he said after our recent work together:
“Jason demonstrates his skill as a copywriter and marketing guide every day via his Platform, so it was no surprise that the work he delivered to me was top notch and light years better than what I had been cranking out on my own with moderate success. The real proof came when I flipped the switch on the product launch we did together – Jason’s work recouped its cost in the first 29 MINUTES. I doubled my previous high for a launch, even though I raised the price. I tell anyone who asks – if you’re not getting the results you think you should, stop doing it yourself or tolerating inadequate contract work. Hand it over to Jason and watch your revenue and profit climb.”