Be careful not to confuse your prospect for the villain in your brand story.
Say you’re rewriting your LinkedIn page
To try and get hired as a fitness director.
Your first instinct might be to talk about what a gym owner needs to do to run their gym better:
Point out why their membership is decreasing
Tell them how to take better care of their current members
And offer ways to widen their customer base.
This approach can work
So long as you make your prospect the hero
And not the villain.
See if this helps:
Frame the problems your prospect is facing
As problems that most business owners face.
Once they know that you understand
What both they AND their competitors
Are up against
It now becomes a race as to who gets to hire you first
Because you’re now the one candidate
Who thinks less like an employee
And more like the consultant
Who’s going to make all their problems go away.
Having trouble getting your team aligned on your website?
Start by focusing on the one thing you can all agree on: The Prospect Comes First: 7 Questions to Answer Before You Write One Word on Your Website*
Know someone with a website that’s not converting? Kindly forward them this email 🙂
Any questions? Reply to this email and we’ll get you squared away 🙂
*SPOILER ALERT: A lot of the words from your answers will wind up on your website
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