"Building Trust" Is Overrated...

Do you know that prospects could give two "you-know-what's" about you personally?

Just the other day I saw a LinkedIn profile with 25...or more..."I" statements

It was more than 25...that's just where I stopped counting.

But these statements ranged from...

• "I love my beautiful wife Nancy"
• "I enjoy fishing at xyz pond in Wyoming"
• "I love serving clients and making them my friends"

I'll admit every prospect hopes you are an ethical business person.?

But most people are anyway...

So what's going to separate you from all the others out there who also say they love to "golf"...."spend time with family"...and "love to serve their clients"?

This profile - like the hundreds of others out there on LinkedIn - is designed with the intention of getting prospects to like and trust you.

But learning about your favorite fishing pond or how much you love your wife isn't really going to build any trust at all.

In fact, your initial goal shouldn't be to build trust.

"What!? Mike, now you sound crazy."

Hear me out...

Your goal is to RESONATE with your prospect...especially over the internet

Everyone today is scrolling...on their phones...tablets...computers.

Just think of the amount of scrolling you do every single day.

MORE IMPORTANTLY...how many things you scroll past.

And how FEW things you stop scrolling and look at.

The reason you stop the scroll is because whatever you saw resonated with you in some way.

Resonating sounds, words, and images tap into the reticular activation system of our brain.

That supercomputer up in your head can only take in so much information at one time...in fact, if it took in all the info you scrolled through at once it would implode.

It doesn't allow all the information you scroll through to actually enter the brain...

ONLY the things that RESONATE with you get let in.

Understanding this principle of human psychology will have you in meaningful conversations with prospects in no time.

Stop trying to "build trust" like everyone else.

And instead...

Focus on resonating with your ideal prospects.

The one thing I've learned after working with hundreds of clients...

Is perfect prospects resonate with messages that speak to their specific pain or challenges.

If you are operating a service-based business then your model is pretty simple: take clients from Point A to Point B as quickly as possible.

THAT right there is what you should be focused on.

Talking about how they can escape the depths and despair of Point A and find the eutopia of Point B.

For my financial advisors out there...some people want to retire sooner, reduce their taxes, sell their business for top dollar.

That is their pain. So create messaging that resonates with their pain...

...then show them a new way to solve it.

Once you master the art of resonating messages, you'll be having meaningful conversations with prospects who want to work with you.