Attracting Pre-Sold Customers

This is an invitation for you to take a close look at your business: where you are now, where you want to go, and… how you’re going to get there.

Growth is rarely a straight line going up.

But you can give yourself a clearer path to success and sustainable profitability if you fine tune what you’re offering to your target market, who exactly that audience is – it’s much smaller than you think, and how you convince them you are the right choice in a crowded marketplace.

It’s all about being unique, which is a much different concept than you may believe.

We explore that concept in depth, as well as…

  • How much of your expertise you should give away for free
  • A way to use your marketing to pre-qualify your prospects
  • The best way to differentiate yourself from your competitors (and you are different)
  • Effective ways to “package” your ideas that brings in the right leads
  • And more

Listen now…

Mentioned in this episode:

If I offered to write a great lead-generating book for you in the next 60-days would you take me up on that offer?

Interested? Get all the details, including a $750,000 book case-study…click the button to go there now.

Transcript

Steve Gordon: Welcome to the Unstoppable CEO Podcast and the Advisor Inner Circle Podcast. This is a special joint episode, and I am your host, Steve Gordon. I’m here with my co-host from the Advisor Inner Circle Podcast, John Curry. It’s great to have you back with us again.

John Curry: Good to see you, Steve. I’m looking forward to this. I love this next topic.

Steve: Yeah, this is gonna be a lot of fun. We’re gonna have to watch the clock here cuz we can very quickly go through this and end up four hours down the road. I don’t know if that would be conducive to our listeners. So we’ll try and be kind to you. What we are doing, folks is this is the, I guess the fifth episode now in a series of nine episodes where we are going through the Inevitable Growth Scorecard which is a scorecard that I created on a plane ride actually, where all these ideas kind of came to me after some conversations that John and I had.

So if you would like to get a copy of the scorecard, you can actually go through it online and go to thegrowthscore.com, thegrowthscore.com, and you can go through the scorecard and you can get your own score. And what it really is designed to do is help you assess where you feel like you stand today with the growth of your business and the way that you’re presenting yourself to the marketplace, the way you’ve structured the growth in your business.

And then kind of give you a clear pathway to improving the areas that you feel like need to be improved. So today we’re going to talk about, I think one of the most fundamental mindset, of all of these mindsets, John, and that’s ideas that sell. And you use this concept extensively, I use it extensively. Really where it comes from for me is that I’ve always felt that it’s way more effective to send my ideas out into the marketplace in various forms.

This podcast is one of them, and have the ideas pre-sell people on my way of thinking about the work that we do and approaching it in the way that we solve problems and getting them to buy into that because I believe that there are really, there are stages to the buying process. First, people have to buy into the idea that they have a problem, that there’s even anything to solve because if they don’t buy into that, they’re probably not buying anything yourself.

Then I think they have to buy into the idea that, you know, there is a solution out there. They got to buy into the fact that you are the person to deliver that solution to them. And then finally, if they make those three purchases, then they are ready to make the final purchase, which is the one that we all love, and that’s where they give you money. But if they don’t buy into those first three before you’re across the table from them, then you got an awful lot of convincing to do to get them to give you money and it’s much, much more difficult.

And I’m pretty, when it comes to this stuff, I’m actually pretty darn lazy. I like people to show up ready to buy, already pre educated, predisposed, understanding what we do, understanding the problem that they have, and hopefully understanding it, because I’ve educated them on it. So I need ideas to do that. I need these little ideas to be able to send out, as I said, in the marketplace. So that’s what we’re going to talk about today.

Why Give Away Content?

John: I love it. We’re on the same path but I will tell you, a lot of people are reluctant to do what you’re describing. I have, just last week I had two gentlemen attend one of my seminars that are financial advisors. One of them asked me, Why do you give so much content? Why would you do that? What’s the purpose?

I said well, get them to come back and see me personally and ultimately give me money so I make money. They said well, how many people will be here? I don’t know how many people registered, but let’s just see what happens. We open the doors and let them in. So on this side of the training room, we use it with school, and so he said how did you get me? And most of the people who came were new people. Didn’t know, I might have known five of the 38 are sitting in the room.

So what you’re dealing with, is most people are afraid to quote, educate and give people content and information because they’re afraid that they’ll take their ideas to somewhere else. I find just the opposite. The more I’m giving to people, the more they’re wanting more. And I told you earlier sort of said you should feel guilty because she’s been getting all my content. But she’s coming in to be with me because now she’s realizing, hey, you’re my guy, you’ve already got somebody else. I know that you’re the right guy, but how do we do it?

Steve: Well, I think there is that fear that, you know, if I give it all away, they’ll just take it and go somewhere else, or they’ll do it themselves. I hear that a lot. I’ve been thinking about this and digging in with business owners for a long time. And I think that’s the surface concern. But I think along with that goes, the idea that or the fear that Well, hey, that’s an awful lot of work, and what am I going to get out of it? So I think that’s part of it. And I also think there’s a fear there on the part of a lot of people that if I put this out there and somebody doesn’t like it, then they won’t do business with me.

John: But the truth is, if they’re sitting across from you, they probably won’t do business either because they know nothing about you.

Steve: Exactly. So I believe all those fears are unfounded. But those are the various sort of expressions that I’ve experienced coming from people. So let’s talk about this first mindset under ideas that sell. So the first mindset is that, and it ties right into this, you’re not sure that you have any ideas that are unique or worthy of publishing to your prospects and clients. This is not the most common one that I hear. But when I hear this one, I honestly I feel a little bit bad for the business owner because I feel like they’ve gotten themselves into this place where their thinking has been really limited.

And, you know, in the last episode, we talked about clear value and the different ways that you can create value beyond just the thing that you’re selling, the specific service or the product. And I think this ties into that. If you begin to see that there is this value in the leadership that you provide, and the relationship and in the creativity as Dan Sullivan says that, you know, now you can sort of transcend this first mindset. And so, but I see this, you know, I see this with people that they just feel like they don’t have anything that’s unique. And sometimes they put that unique word in there and it just becomes a yoke around their necks.

John: Yes. Well, they wonder how to do that. They’re fearful that the word unique means I’m going to be totally different. It doesn’t have to be totally different. It could just be some little tiny difference that makes a huge difference in the results.

Steve: Well, look, there is nothing new under the sun. And interesting we included the scorecard in one of our recent emails out to everybody on our list and a woman wrote in and said, You know, we’re we must, you know, have crossed paths in a previous life because, you know, this, you know, these are many of the things that I teach to my clients, and I’ve taught for years. And I, you know, that’s fantastic, you know?

A lot of these ideas have been around for a long, long time in various forms. And so the value that we’re bringing here today, John, isn’t necessarily that we’re telling anybody, anything they maybe haven’t heard before, but we’re organizing it an articulating in a different way. And that’s valuable.

John: Agreed. Yeah, because there’s a lot of time and energy that has been saved because of the work you’re doing here.

Steve: I hope, I hope.

John: Well, there’s no hopping into it. It’s a fact. The question is, does the right person see it and agree, right? It’s the fact that you put a lot of time in it. I know because I was sitting in the car with you, we were talking about it. And then you did it on the plane this and hey, you look what I’ve done. And I was like, shocked at how fast you did it. I think you were still in

Steve: Having a conversation and sucking down a bourbon probably by the time I got this back to you, butI’ll tell you

John: Guilty.

Steve: This was very productive, but I probably would have preferred not to be working and be right back there with you. So, you know, I think if you’re, if you identify with that if you’re sitting there feeling like as you’re listening to this, like what ideas do I have that are unique or worthy of publishing to your prospects and clients? I think first let yourself off the hook a little bit. You know, more then you give yourself credit for.

I have yet to meet a business owner that didn’t have what I call their worldview, John. What I mean by that is, you know, everybody kind of has their opinionated way. This is the way we do it. This is why we do it this way. And we do it this way because we believe it is a superior way to do it. I’ve never met a business owner that didn’t think that about the way that they do things.

John: That’s why they’re a business owner.

Steve: Right. Otherwise, why would you take the risk? You know, why would you get out of bed in the morning? And so you have it, you have these ideas, you maybe just don’t recognize them as being uniquely yours. And I think the first thing to do is begin to get conscious of your worldview.

You’re What’s New

John: Let me jump in. If we believe the statement, you made that there’s nothing new under the sun, okay, and I just happened to believe that then you can be totally the only one with the idea. It’s like this lady saying you invest across paths in, along the way. So it’s just the difference is I may say the same exact words that you say but they’ll be taken differently because we have different techniques, different personality, different voice, different inflection. And I remember years and years ago, sort of recording audio CDs Well, before then it was cassette tapes, I’d record every speech.

People would say why are you doing that? Because I want to hear it again. Plus, I can loan it to people. And that led later to being able to have CDs. But when people hear your voice, like they’re here, now, there comes this connection. You’re developing the relationship. So it might be folks that you’re thinking, well, I don’t have anything new. I’m not unique. That’s okay. Take what you’re using, start sharing it with the world. And guess what, that is your uniqueness.

Steve: Yeah, absolutely.

John: Now, just because I may come along and say the same identical words, doesn’t mean you’re not unique. But that is uniquely you. So don’t let unique mean I’ve got to go find, you’re the only person in the world doing that. That’s not what’s the same, especially if you’re a financial advisor, because we’re limited in what we can say or do. And also, we all have the same damn products.

Steve: I mean, if you want to take this to the extreme, even Einstein with his theory of relativity was not a unique thought. It existed before, he just observed it.

John: And he did something with it.

Steve: And he did something with it. So he articulated it, he packaged it, he communicated. And that’s really what this is about. So let’s move on to the second mindset, John. Second is that you know that your approaches are unique and valuable, yet you’ve struggled to package your intellectual property so that it attracts new clients. I find a lot of people in this book where they know that they’ve got something because their clients respond to it.

You know, they might have their process that they use or whatever, but they just don’t, they either don’t know how or they maybe see how to do it, but they can’t, you know, they can’t quite get organized to get it done, to package it up as an Intellectual property. And by that we mean, you know, creating books, podcasts, reports, websites, videos, whatever form you put it in speeches, presentations webinars, I find a lot of people struggle with getting over that hump of actually got the idea. Now, how do I package it into something that’s going to be useful?

John: I agree with that. I had trouble with that. I was creating all this stuff you have from the standpoint of doing a seminar for back in 1982 was the first one I think. So I had the content, but the way I was getting it out there was well didn’t have internet and all them, but basically, it was mail a postcard, make a phone call. That was about it. I remember my very first seminar, I would have the bullet points on a piece of paper, and I would write it out on the flip chart. flip the pages. That was working and frankly, I was the only person in the community doing it that way.

Steve: But let’s talk about that. So you package your ideas as a seminar. Okay. And it’s kind of, what that did see, most people will already have these ideas and they’re communicating them in their sales process when they’re across the table from a prospect, and they’re doing it one on one.

And when you begin to package the ideas, so that the ideas can sell beyond you when you’re not there, now you begin to get some power and some leverage. And, so what you did there, you put it in, package that into something you call the seminar, workshop, a talk, whatever. And that allowed you to go from one on one to one to 10 or 15, or 30. Well, that’s a pretty good multiplier.

John: Saved a heck of a lot of time and people have a place to come there was a safe haven so that they’re around other people. They might even know them. And now it gave them the ability to hear what I had to say, in a safe environment.

Steve: Will you expand on that idea, that safe environment, that safe haven?

John: Well, if you come to my office, and you don’t really know me, in the back of your mind, you and your wife are probably gonna say, you know, we’re not gonna buy anything. We’re just going to listen, we’re not gonna buy anything. So anything and everything I can do to give prospective clients, even existing clients a safe environment, safe haven to where they come and they’re not worried about a sales pitch.

That takes away all the anxiety, or the majority, at least. And then when they get there and make sure we do things to make it even less anxious. The choice of music displaying during the reception period, you know, how we introduce ourselves, how we introduce topics, make sure that no front Hey, folks, I don’t have the power to hypnotize you and take your money away from you so you’re safe tonight. They all laugh. And what it does is they’re diffusing all that anxiety.

That’s what I mean by that. I want your mind to be receptive I don’t want you to be thinking about the fight you had with your spouse on the way to the seminar. I want that gone. So I want to work on your mental state so that you’re now in a mental state of wanting to learn whether it be one on one with me, or on a podcast, or webinar, live seminar, wherever.

Steve: Well, and we’ve talked about the various forms. You just mentioned several of them. And that idea of removing the risk for a prospect I think is really important. So we all want prospects to engage with our ideas, but most of us are only allowing them to do that when we’re in a sales meeting.

John: Okay, which means it’s manual labor.

Positioning Yourself as the Authority

Steve: Well, not only is it manual labor on your part, but it is supremely risky for the prospect because when they’re in a sales meeting, they might accidentally buy something that they didn’t want. That’s their fear, right? So if you can uncouple the ideas from the sales meeting so that it can be delivered ahead of time. And you now get to a pretty powerful position.

John: And if I’m clear on what I know about most people My people I want to work with, if I didn’t really know because I’ve taken the time to read and study and interview you, meaning you as in hundreds of you, now have a better understanding of what it is that you want. We talked about that earlier. So now my ideas can be packaged in a way that the minute you hear it or see it, it resonates with what’s already in your head. And if I’m interfering with what’s already in your head, you’re going to dispel me.

You’re going to cast me aside. But at the base of your skull, there’s something called the RAS, the reticular activating system. And that’s the little device. If you start thinking about buying a certain car and you see everyone on the road at 80 miles an hour on the interstate, you’ll see it. So if we know these things, why don’t we take advantage of that and say, Okay, I know that if you’re 60 plus years old, you’re concerned about when should I take social security? I’m going to be 65. How do I handle Medicare, coordinate that with other benefits at work?

I know that. I know and I’ve done, I’ve dealt with thousands of people on that. So why would I come in there and disrupt your thinking? I’m going to join in. Robert Collier told us back and in the 30s, I guess, join the conversation is already in your head. That’s the ideas that sell. As you’re thinking about it, he knows his stuff. He’s published podcasts on it. He’s done webinars on it. He’s done seminars on these topics. I’ve got to go listen to him. He’s now the expert. So now I’m the authority.

Steve: Let’s talk for a minute about the number one problem that I hear from business owners, when they’re struggling with all of these issues that we’re talking about in the scorecard, is that they do really good work. They want to work with more clients and they’re really good when they’re in front of the right person.

But the problem they all articulate is that I just need to get far more people. And what I have found to be, you know, we talked about there are no silver bullets, but I actually think this is a silver bullet. I found the silver bullet to getting in front of more people is putting ideas out that will pre-sell those people and predispose them to working with you.

John: Totally agree. And the more they go out there, see every little postcard about a postcard. We sent out 2000 for the last one alone. And I’ve had friends in my office say why don’t you mail so many? Most people aren’t going to count. Doesn’t matter. So that’s a little Billboard. So they saw my picture. They saw the picture of the seminar that the room was packed last time, it creates this consciousness. And when I see people at a function Hey, man, thanks for the invitation. Sorry, I couldn’t make it. Okay, come to the next one. Or come see me personally.

Steve: Yeah, absolutely. Absolutely. And I really think this is the missing link for most businesses that are really struggling to get in front of enough people. I mean, you can do it with hard manual labor. You can do it with, you know, dialing for dollars and all that sort of thing. But there’s something I think really unique, John, about a prospect that responds to an idea. So I’ll give you an example, right? So somebody comes into our world because they’ve purchased my Unstoppable Referrals book. The fact that they enter from that context tells me a lot about that person. It tells me number one, likely what problem they think they have.

So I know how to engage in a conversation with them, even if we haven’t met and even if that conversation is only over email. I know how to engage in a conversation with them because I know where they’re coming from, you know? As opposed to, if they, you know, go and download my new book Podcast Prospecting, that tells me they’re interested in something else. If you’ve got a prospect that raises a hand because they get your Preparing for a Secure Retirement Book. You know that they have some concerns around that.

And it gives you the ability now, instead of going out somebody cold and trying to hopefully give them your best elevator pitch and hope that it lands, you’re now sending your ideas out and seeing who comes back? Who’s does it bring back for you? It’s, you know, it’s like a little retriever. It goes out and it retrieves future clients and it brings them back and now you get to see will they engage further. And I got some really powerful thing to have.

John: And as we keep sending out ideas and track on the latest go with the four or five ideas, and then when all these things come together they go, whoops, I’m ready.

Why Keep Your Unique Property a Secret?

Steve: Yeah, absolutely, absolutely. So that’s the second of these mindsets that you know that your approaches are unique and valuable, that you’ve struggled to package up your intellectual property so that it attracts some clients. Let’s go on to the third mindset. I see this one a lot with business owners who’ve been around for a little while. And the third mindset is that you have developed a proprietary method and you’ve developed some intellectual property for your work, and you guard them really closely from your competitors. Now, you ever seen anything like this?

John: I see it all the time. All the time in my world, because some financial advisors or I’m not gonna tell you what I’m doing because you might steal it, and people won’t come to my seminars. I mean come on.

Steve: You actually invite other advisors to come in. Most of the time, they won’t take you up on it.

John: That’s true.

Steve: Which is probably foolish and costs them money, but most won’t take you up on it, but You’ll let them in.

John: Yup. I’ll let them i. And if there’s somebody that I know that’s part of a firm, I don’t charge. Others, the most of ever charged somebody was $1,000. I had five guys from Dallas, Texas, many years ago now. Have you had how many years ago, good lord. Gotta be 30 years ago? They said what were be charges. So a thousand dollars each. It’s a bargain. In a Ramada Inn on North Road. That’s where we did it and they stayed there.

Steve: So you can get paid for your ideas.

John: Yeah, maybe I need to do that again.

Steve: Your ideas are powerful and getting out there and they’re actually creating sales, your competitors will actually come and pay you for those ideas, you know,

John: I’m thinking that was back, that was in 1991.

Steve: $5000 was worth a lot more back then than it is now. So I see that a lot generally that’s with, you know, companies who kind of built something out that may feel like they’ve got to guard it, and, you know, they, I had somebody send me a nondisclosure agreement. I don’t sign those. I’ve never seen anything different enough. You know, unless you’re inventing the next personal computer or iPhone, I’m, you know, I don’t need to sign that because you don’t have anything that unique.

John: Dedication, and we actually cannot sign one because of the financial regulatory rules. But if I could, I wouldn’t. You know, I’m not doing that. I understand that you’re doing that for a reason. But that’s telling me already that we don’t need a relationship.

Steve: Right. That’s usually exactly it. All right, so let’s move on to the fourth mindset here. And this is really the one that we see in our most successful clients.

John: But let me ask you a question for you go do that. Would it be easier to save a lot of time just by simply saying look, let’s just leapfrog to the best one to be done with all the others?

Steve: Well, I think it actually is important for people to hear these others because you may be in one of these.

John: There’s no maybe. We have all been through each of these.

Steve: Yeah, it’s a journey.

John: That’s why I was having fun with the question, in the sense that so many people are impatient. They say give me the good stuff, give me good stuff now. Give me the best. Tell me what to do. No, because if you don’t identify with where you have been, and where you are now, I don’t think you will be ready and appreciate it. Now don’t dwell on the past. There’s a past there’s a present there’s a future.

Too many people live in the past or the future and they’re not present and that’s costing them a lot of time and energy that they shouldn’t be giving it. And I’m learning this more and more as I study what I’m doing. But I wanted to say that because most people are so dadgum impatient that they don’t want to take the time to understand where they are. And if they would work on the present, all of a sudden, you will attract to you the future. It’ll come. But until you identify and you’re honest with where you are now, due to these four, I don’t think you get a chance of improvement.

Steve: I agree totally. I think that’s part of the power in going through the scorecard. And, you know, the analogy is that, you know, if you sit here and say, Well, I want to go to San Francisco, and I’m gonna leave tomorrow. Well, if you don’t know where you’re starting from, which direction would you go?

John: No idea. And it doesn’t matter, does it?

Steve: I guess that and how, and how would you ever get there, right?

John: Just stay around in a circle.

Steve: Right. So I mean, people always talk about well, you have to know where you’re going, you know, if you ever want to get there. I agree. But you also have to know where you are now. And you can’t chart a course there without knowing both.

John: The beginning in the end. Alpha and Omega.

Steve: Yeah. Alright, so the fourth here and again, this is kind of the ideal, the thing that we see the most successful people the way that they think. And it reads clients are attracted to your innovative and transformative ideas and you package your ideas in books, presentations, and podcasts,

John: And webinars.

Times Change, Problems Change, Solutions Change

Steve: Well, pro those are presentations. So, and I just, the most successful people that I know and the most successful clients we’ve ever had, do those things. And they are constantly thinking about their ideas. They are constantly listening to how the clients that they’re working with respond to those ideas. And they are refining the articulation of those ideas. And I mean, if you want to just pull back the curtain a little bit, you know, for anybody that’s followed, you know, our firm for the last 10 years, you will have seen an evolution of thinking over the course of time and hopefully an improvement, but certainly an evolution.

And, you know, and so the folks that I see that are most successful are always kind of going through both how they express it and which ideas they use. I imagine this is true, you know, for you, John. There was probably a time where your ideas centered around maybe a different set of solutions than what they sent around now because solutions change, times change. People’s desires change.

John: People change. I was just thinking of my career path of 45 years. When I first started in 1975 was all about selling life insurance to young people because they had debt, had kids or take care of, Well, just this week, a couple that I, we were debating, we can’t remember if it was my second or third client, because this, but it was also here the second or third. And we’ve been together all these years, all these years.

And he was saying that I’ve noticed that over time, as my needs have changed, you’ve been right there with me. And you understood. And I said, that’s true because we went through this life together. So as my clients have gotten older, I’m 67, I had, my oldest client is 102. A lot of clients are 80s and 90s. So by working with so many people in their 80s and 90s over the years when I was much younger, I’m better prepared and qualified to help them with issues as people age.

So as word gets out there telling their friends Hey, this is my guy. Yeah, go see him. Or they’re at a seminar and you’re Rick and I banter back and forth about knowing each other for 45 years. 45 years. Are you kidding me? I love this guy. Yeah, absolutely it’s progressed from the tools I use from the flip charts to podcasts and webinars, from using a phone that looked like a big old brick to a little tiny iPhone now. Heck yeah it’s changed.

Steve: So what, I want to talk just for a minute before we wrap up, John, about some shortcuts to gain because there’s a practicality to this, right? I mean, you’re a pretty good writer. I’m an okay writer, and

John: No, you’re not an okay writer. You’re very good, very great writer. You know that and I struggle with it. But I can write, but I do better if I can speak it and then get on paper as a transcript and clean it up.

Steve: Well, and that’s the, that’s kind of the shortcut. So one of the things that we’ve really latched onto here recently, is, you know, this new technology that we’re all participating in right now. You and I, and everybody who’s listening, we’re participating in this technology of podcasting. What we have found is that it’s a really great tool for creating relationships. And, you know, I wrote a book that you actually interviewed me through, we did a video series on that called The Exponential Network Strategy and how to create relationships that you can then use to drive referrals.

And we kind of started with podcasting there. And then what we’ve seen is that there are all of these other layers that we’ve added to it over the last couple of years that make doing what we’re talking about here, capturing these ideas that sell really, really easy. And so one of the things that we’re doing now with a lot of the new companies that we work with is we’re sitting down as they start their podcast, and we’re actually asking them about their worldview, as we said earlier.

What’s your unique way of doing things? And sometimes it’s just really a lot easier when you’ve got someone who can be a fresh set of eyes and sort of pull it out of you and help you, listen to you and help you kind of organize it. And so we’re organizing that into an outline, and then we’re using three or four or five, or maybe six podcast episodes. And, you know, I’ll get on and I’ll interview them so they can talk about their worldview and each of the various components of it. And then we take that, and we give it to a copywriter, and voila, you have a book, you know?

And so using it as a vehicle for clarifying your ideas and then for capturing them so you don’t have to you can be the author but not the writer. And then once that’s done, then taking the podcast and using it as the way to build the relationships that are going to help you get that book in front of all of the people that you want to have an impact on. All the potential clients you want to reach. We’re finding that as a tool, this thing that you are doing right now is just so valuable and so efficient. Just a powerful, powerful tool. And anybody can do it because it’s so easy to have a conversation.

John: It’s multi-purpose too from the standpoint you can do the recording, have a transcript, that can be a handout to give to someone, it could be something an email, it could become a book, it became a seminar. You know, my book was the result of my seminars, right? So I said, well, wait a minute, I’m doing this anyway, so Marjorie, helped me put that together. And I got two more in my head that I want to get done, but we’re so busy doing other stuff that you and I haven’t gotten around doing that. So we’ll get it down there.

Steve: And, you know, it just it gives you such a powerful way to capture these ideas. And one of the things that I’ve noticed with a lot of business owners is that if they can get to a place where they’re just talking with someone about their ideas. I was listening to one of our new clients, their very first podcast episode recording yesterday and I, you know, remember talking with them and, you know, as we’re going through the onboarding process and all that, and, you know, and having them articulate, their worldview was a little bit difficult as I was talking with them.

They were struggling with that. Well, then, you know, we turn the microphone on. And we, you know, we’re asking a few key questions. And boy, man, it just rolls off. It was like effortless for them because we’re just having a conversation. And so, you know, so for folks, if you if you’ve been struggling with that, this is a medium that will make it very easy for you. Now, of course, we can help you with that. There are other companies who can help you with that. You can, you know, work with your own team to get it, put together, but it will help you get to the point where you have ideas that you can then package and sell. And that’s the point of today’s podcast.

John: Ideas that sell but you have to be prepared to take the time or find someone that will take the time with you to package those ideas. And then they have to be delivered so people can consume them. Then those who like the ideas and they resonate with them, they will come to you.

Steve: Absolutely. So I’m going to take a quick second here, if you’ll allow me, I’m going to recap kind of where we’ve been through the scorecard because we’re at the halfway point. I don’t know if you realize that, john, we’re at the halfway point through the scorecard. And we’ve done four of the eight mindsets, we did a little overview to begin with. And we’re really kind of building momentum here. And what we’re going to get into, in the second half of the scorecard is how you take everything that we’ve done so far.

And now we’re going to start stacking bricks on top that actually will get these ideas in front of the right people, get people to respond to you, talk about a bunch of different ways to do that. So we got a lot coming up. But where we started was with who is your who. That is the first mindset. All about getting clear on who your ideal client is. And then we talked about the target 100 advantage and that’s getting this very focused list of prospects so that you can go deep with them over the long term, whether it’s 100 people or 1000 people The point is getting a list that, together that is focused enough that you can afford to stay in front of them for the long haul.

Then we talked about clear value so that you’ve got a clear message and that it conveys the value. It talks to clients and conveys what they really want. And that was the last episode. And then today, we talked about ideas that sell. And all of that really gets you prepared to then be able to go out and put these ideas in front of people. And so I’m super excited about the next four episodes because we’re going to talk about a lot of different ways to get these ideas out in front of people and get them to respond to you.

John: Absolutely. And it will make their life better and it’ll make your life better.

Steve: Absolutely. My friend, thank you very much for investing more time with me today and going through all of this. And I’m excited for these ideas.

John: It’s my pleasure and it was great investing time with you. I learned something new every time we were together. And from a selfish standpoint, If no one has listened to this, it’s given us value.

Steve: Absolutely, absolutely. Take care, everybody.

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