P.Y.T.

If you just started singing Pretty Young Thing?by Michael Jackson when you read this week's newsletter title, then YOU ARE OFFICIALLY MY KIND OF PERSON!

And I would not be mad at you if you paused reading this right now to queue up?P.Y.T.?and put it on blast.

[intentional pause for a dance party, I'll wait]

Ok, back to this week's Keynote.?Of?course, you are a pretty young thing (duh), yet we are not talking about MJ here. Instead, we are talking about one of my marketing secret weapons:

P - PROBLEM

Y - YOU

T - TRANSFORMATION

Whether you are writing sales emails, making a pitch, creating copy for social, building a talk, or putting together your website, this framework will help you convert.?

And who doesn't want more conversions?

• Website scrolls turning into contact form submissions.
• Sales calls that turn into confirmed bookings.
• Pitch emails booking you on a T.V. segment.
• Social media posts turning into followers.
• Keynotes turning into more keynotes.

YES.?PLEASE.

Here's how it works:

1. P is for PROBLEM.?Start with the problem. What problem do you, your work, your service, and/or your product solve? For example, with my keynotes, the problem I'm really solving is?inaction. My lawyer solves the "I don't want to be sued" problem.?My housecleaning company solves the "lack of time" problem.?My accountant solves the "I don't want an I.R.S. audit" problem.
2. Y is for YOU.?Next, you want to establish credibility. Ok, so why you? Why are you the person to help me with this? For example, in my keynote business, I use my professional improv training at Second City to share how the lessons from improv helped me increase my tolerance for "pain" (i.e., fear, judgment, self-doubt, perfectionism, etc.). so I can move faster in life (and business) by?fearing LESS, which yields RESULTS—big?time.
3. T is for TRANSFORMATION.?Last, this is what happens after working with you. In a nutshell, my keynotes get people to move (i.e., take more confident action)! Yet, think about it, does Ford only sell cars, OR are they really selling freedom? Does Spanx only sell shapewear, OR are they really selling confidence? Is Apple only selling tech, OR are they really selling connection??

If you aren't converting, then you need to be more clear, and I promise that when you are, you will sell, pitch, and convert like a boss, as I just did on my flight to Hilton Head Saturday for a keynote.?

My seatmate asks me, "So, what do you do?"?

Great, deep breath, you got this Holler, it's a chance to practice your pitch, so I say, "I'm a keynote speaker and author."?

Then I stop talking (on purpose) to pause and see what happens next because?99.9% of the time, the next question is ALWAYS, "Tell me more … OR … Cool, what do you speak about?"

Now's my chance!??

I bust out my best P.Y.T. and say, "Well, I help teams and leaders get unstuck by implementing the ideas I've learned from my professional training in the improv theatre so they can move faster and fear less."

From there, we vibe, and yay me, this exchange turned into a business card exchange and a possible lead. Boom!

As the C.E.O. of you, you have to be able to sell yourself.

Your business.?

Your product.

Your service.

No sales. No business. No business. No income.No income. No bueno.?