By the Ocean
Mostly Cloudy 78 Degrees
7:17 a.m.
This is a diagram of what you build to attract clients.
There aren’t a lot of moving parts. You don’t need them. What you DO need is something important to say to the world.
Most marketing is boring because there is no energy in the words. There’s no power behind the vision. There’s no deeper mission that’s being communicated to the world in an inspiring way.
There are just transactions. Buy 3 apples, get 1 free. If you want to be treated like a commodity, this is the way to go.
If you want to be treated like an expert, you need something more.
You need to stand for something your prospective buyers CARE ABOUT.
The Matrix teaches you to stay away from this area. If you stand for something, that means certain people are going to realize they don’t want what you have. And since we’ve been conditioned to fear rejection, we don’t tend to go anywhere close to anything that could create it.
This is a bad move. Because unmotivated people don’t buy things. They don’t exchange money for solutions to their problems. They just sit there and watch the world go by.
How do you get something important to say to the world? For that you need to have CONTEXT.
WHO are you here for?
WHAT is the problem you solve for those people?
HOW do you solve it better/differently/faster/cheaper/more completely than their other options?
If your answer is something like “I do accounting for small businesses,” then you are going to be a commodity. Because that is the answer a commodity would give. The only questions that follow and answer like that are “how much is it and how fast can you do it?”
The problem you solve for the world isn’t the thing you do, it’s what they get because of the thing you do.
When you choose the right problem at which to aim your skills, everything is easier.
If you want to get money in the process, make sure you solve a problem for people who have some.
These are simple things that are easy to forget.