7-Second Thoughts October 22, 2024

Premature Secret Sauce

First, your prospect wants to know how you’re going to help them

Whatever “sauce” you use

Regardless of how delicious, complex and layered it may be

Is secondary to whatever your special formula helps them do

For example:

One of my clients helps IT professionals take on more leadership roles, earn more money, and have a better time at work.

Full stop. 

That’s all his prospects care about.

His secret sauce

Tasty as it may be

Is teaching them to do standup comedy.

Now, as fun and shiny and tempting as it would be

If he leads with comedy

He’s stuck pricing what he thinks his prospects might be willing to pay

For comedy lessons

On the other hand

If he starts with what his clients are willing to pay for a career that offers them:

More satisfaction

More money

And more joy

He can dive deep into their pain

How well he knows it

How so many of his clients have been relieved of it

All the while turning his sauce

From a commodity

That his competition can undercut

To a solution that:

Looks

Smells

And tastes

An awful lot

Like lightning in a bottle.

I’m here,

Kevin

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