By the Ocean
Partly Sunny 76 Degrees
6:29 a.m.
There would be zero attraction to getting on a train if it never moved. It might be beautiful, state-of-the-art, extremely comfortable and completely affordable to ride…but if it just sits there, no one will ever buy a ticket.
The reason people pay to ride a train is because it is going somewhere they want to go.
If you want to attract clients to your business, it must become clear to them that you are going where they want to go.
And where is that?
Wherever you say it is! You get to choose. But that place has to be somewhere they are willing to pay to arrive at.
So while it must be something you want to do, it must also be something they want to do.
What is a result your clients desire for which YOUR WORK could be the vehicle?
That’s the question to answer. There are a lot of ways to answer it.
The bad news is that the answer isn’t enough.
Because humans are skeptical. So you can’t just tell them that you’re going somewhere, you have to show it. They have to see it!
So once you get that answer, the next step is to demonstrate it. That’s what the media platform is for.
This is how you transform selling into marketing.
You stop talking about you and you start talking about where they could go.
Selling is talking about you and what you want. Marketing is talking about them and what they want.
Guess which one your prospective clients are interested in hearing about?