Have you ever wondered why your best efforts sometimes fail? I most certainly have. I’d back myself that when I put in the thinking time I produce some really good stuff. But, then it doesn’t take off and I wonder why.
And, then I spot someone who gets the client job I wanted or fills a public workshop easily and I get confused because I think I do a better job than they do.
I’ve come to the conclusion that a big failing for me, for some of the clients I work with and for many experts is that their marketing and promotion efforts are backwards.
Let me explain…
By definition, an expert knows a lot about something in particular. Typically they specialise in that one thing. For instance, you might be a master at Team Building, Strategy or Execution.
And, in your world, as the expert in your specific area, every time you see a problem you offer your solution to fix it or improve it. This is good because this is what you get paid to do.
However, the problem arises when you’re promoting yourself. The person with the problem doesn’t know what the solution is.
For instance, if I said I was having ‘cash flow issues’…
One of these solutions just might hit the spot. However, all three of these solutions could completely miss the problem too.
[Tweet “Most experts fail to attract new clients because their promotions are backwards”]
There’s an old saying: When the only tool you have is a hammer, then everything starts to look like a nail.”
And, whilst ‘solutions’ are exactly what the customer wants once they have employed the right expert, it’s also the reason why so many experts fail to attract new clients in the first place. Basically, they lead with the solution and not the problem.
If this is a trap that you’ve fallen into there’s a simple way to spot it.
Go visit the home page of your website. And read the headline… Are you stating the problem or the solution?
If you want more promotional items to review, consider the following:
Again, ask this simple question:
Am I stating the problem or the solution?
Then, set yourself a task to pick off each of the relevant items and rewrite them based on the problem you are solving.
What’s the easiest way to write a personal manifesto? Is it a List, Motto, Purpose,…
I wrote my personal manifesto in under 10 minutes. Here’s how I did it. Ready,…
What is a Personal Manifesto? And how can you use one to empower you life?…
How do you write a five-star personal manifesto? That’s an easy question compared to this…
What’s the best way to write a personal manifesto? I’ve been collecting and studying thousands…
Have you ever thought about what your personal mission statement would look like? Would it…