NO ONE cares how much you know, until they know this first
Like most business owners, when I first went into business for myself in the 1990’s, back when I was a financial planner and knew nothing about marketing — let alone effective marketing — I was obsessed with acquiring loads of technical knowledge.
I got every certification known to man, and I subscribed to every industry journal out there. I prided myself on the fact that I knew how to analyze and explain, in layman’s terms, things like beta risk factors and the mechanics of a universal versus a whole life insurance policy.
But there was only one problem. I had virtually no prospects or clients to talk about this stuff with.
See, I was under the false impression that people cared how much I knew. That my knowledge base was so powerful, clients would be compelled to work with me.
I quickly (and painfully) learned, this was far from the truth.
See, no one cares how much you know, until they know how much you care.
And the best way to let someone know you care, is to educate them on whatever it is you do. You almost want to think of yourself as sort of like a “consumer advocate,” if this makes sense.
And the best way of doing this, is to offer your prospects some kind of free information they can learn from.
So for instance, if you’re an investment advisor, like I used to be, you can offer a Special Report called, “7 Biggest Mistakes Retirees Make That Cost Them A Small Fortune: Which One Of Them Are You Making Right Now?”
If you’re a limousine service, a DVD taking someone on a tour of your all your vehicles and explaining how you qualify your drivers, called “How To Ride Like A King, Without Spending A Small Fortune” would be pretty compelling.
And if you own a martial arts studio, perhaps a Free Booklet like, “Why Children Fail,” along with a DVD where you’re interviewing a number of your students, would definitely make a very credible impression on your prospects.
And the nice thing is, each one of these information packages not only positions you as an expert, it lets your prospects know “how much you care,” which is your goal here.
Also keep in mind, a concurrent goal of this “education process” is to differentiate yourselves from your competition. And sharing information like this, in and of itself, is actually one of the things that’s going to differentiate you. So it’s kind of like a self-propelling system you’re actually creating.
On pages 37 and 38 inside “How To Make Maximum Money With Minimum Customers,” I give you 8 different examples of creating these types of reports that give you the positioning and leverage you need, to show your prospects YOU are the one they should be working with. And I show you how to do this in all kinds of industries — even in incredibly boring and mundane ones.
Now go sell something, Craig Garber
Discover how I made over $578,000 with a small online list of less than 5,000 names, and without spending even one thin DIME on advertising, in my new book, “How To Make Maximum Money With Minimum Customers” – LIFETIME GUARANTEE included – no small print, either.
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