I came across this neat summary of a great quote by Perry Marshall the other day … a quote is as good as a post, so here is one of the greatest pieces of advice about marketing your business that I have ever come across:
“Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills!” – Perry Marshall
What that means is that people do not care about your opportunity, what they care about is a solution to their problems.
So, what you need to do instead of pitching your [whatever it is that you sell] to your prospects, sell them inexpensive or free information on how to solve their problems, on how to drill that “hole.”
If you can show them how to make that hole, your prospects will come to the conclusion that they need a drill from you because you gave them free knowledge or inexpensive information on how to accomplish their goal, and therefore earning their trust in you.
Put simply: education sells!
In fact, this is the way to sell ANY client ANYTHING … it’s what I did to make my businesses a success. If there is anything that neatly encapsulates the reason for my business successes, this is it. Really.