In a recent intensive (2023 or so) I trained members on the WHY and HOW to create a compelling “argument” that will SEAL THE DEAL with prospective clients, patients, customers. You want to make it SO STRONG, it shuts down resistance… you want to make it so strong that there IS no argument.
There is a REASON the biggest, most muscled guy at the bar rarely — if ever — has to fight.
My cousin comes to mind. He’s in prison right now… maliciously prosecuted, overzealously sentenced, and, now, illegally held, but I digress… Fortunately (and pitifully) he went into prison at his prime. 6’4″ with shoulders so NATURALLY broad that he could never be cuffed with just one set of hand cuffs. Officers had to cuff him with two sets of cuffs. As a DIRECT result, he has not HAD to fight often, and not at all in 20 years. He is STRONG. So, he was rarely tested.
In marketing, as in life, the stronger you are, the less you have to fight. The stronger your marketing “argument” the less time you spend in the FRAY of business:
the cajoling into ANOTHER sales conversation,
the back and forth,
constantly following up with people who MIGHT be into you,
the constant waiting and hoping and wondering…
and other B.S. that is common,
but — hear me out — NOT AT ALL necessary.
So, if all of your prospects showed up today
for a presentation of
“why should we pay ToDAY to work with you immediately?”
WHAT WOULD YOU SAY?
How confident would you be on that stage?
How original?
How compelling?
This is worth thinking about because while they may not be asking IN WORDS, your response is what determines how steady (and how easily) money and clients flow your way.
What is YOUR answer to why they should OBVIOUSLY work with or buy from you…
over
any
and every
other
option
they have?
Journal prompt to get you started: The people who get the BEST results working with me (or with my products) are __________________________.
AVOIDING THE FIGHT
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