The Client Letter
December 20, 2012
Sedona, Arizona
Sunny 42 Degrees
It’s not about you. Nothing is about you when it comes to your client.
If you need a reminder about that, hang up a big poster with this written down in red:
“It’s NOT About Me! What’s In It For Them?”
This is Marketing 101 right? But it’s the first thing that flies out of your mind when you get busy. Or when you get caught up in the drama of Client 90210. I’m amazed at how success really comes back to the basics. The more “advanced” you get, the more simple fundamentals, executed flawlessly, matter.
In our business, the only thing that matters is what your client wants.
That’s your frame. They give it right to you (if you know how to ask).
Once you have that frame, then all of a sudden… everything you say makes sense to them.
And that’s because everything you’re saying is focused on what they want.
It’s simple. Genius really.
To the extent you remember that it’s not about YOU, and the more you EXECUTE within that frame of mind, the better your journey will be.
Me, me, me, is not the business we’re in.
Them, them, them, is our business. Them, them, them is everyone’s business. But most people don’t get that.
Get this idea embedded into your core and you’ll avoid a lot of stupid mistakes. It’s almost like you’ll develop a brand new set of eyes. You’ll be able to see things others miss because they’re so caught up in themselves.