Stating The Obvious

“Only a real idiot wouldn’t be able to figure this out.”

Ok Mr. Smarty Pants. Most of your clients? They can’t figure this out.

That’s why they’re coming to you.

So get off your high horse and put yourself into their shoes for a minute.

All they know is that they have a problem. They’ve tried to fix it this way. They’ve tried to fix it that way.

And nothing has worked.

They have no clue how to solve their problem.

You know why?

Because they’re too busy solving some other problem for their clients.

Getting back to you.

When you think your leads are “smart enough to understand why my solution is the best thing ever” you are committing an error that’s even more stupid than them not “seeing your genius.”

You’re letting them stay confused.

If you want them to be crystal clear about how you can help them (and you do), then you need to approach it this way.

“You will [make more money / save more time / benefit here] by [running PPC ads / updating website / service you provide here] because [you will stop losing visitors / convert more traffic / avoid problem that they have].”

That’s the formula.

Spell it out for them.

Get benefit by solution because it solves problem.

NOTICE

We are starting with their ideal outcome. Their benefit. Their ideal state. Their promised land. FIRST.

Then we walk backwards from there, step by step, until they make the connection between their wishes and your ability to make those wishes come true.

Do yourself & your clients a favor: take the time to make it clear how you can help them.

Example: I can help you make more money by tweaking your scripts. If you use more persuasive language in your marketing, in your sales calls, and in your negotiations, then you’ll land bigger opportunities in less time and have happier clients the whole way through. If you’d like to talk about making that happen, shoot me a note: [email protected]

See? Simple!

Best thoughts, ~Jonathan “conduit of value” Pritchard