| Speaking | Testimonials | Publications |
E-ssential
Message # 055:
Can it really be this simple?
If you've ever listened to a so-called expert in your own field and thought, 'I can't believe they pay this guy (or gal) for such simplistic advice' -- and all the while you're suffering from perfection paralysis because you want your work to be really worth your fee -- then this E-ssential Message is for you.
Clients don't want their lives to be any more complicated than they already are. They want simple solutions that make sense. And the simpler they are, the more valuable they are.
When Guy Kawasaki wrote about how to evangelize a product, he stated, "The key to evangelism is a great product." And then he added, "This is a duhism if I’ve ever heard one."
'Duh' is right. It's also exactly what people need to hear.
Closer to home, Bull Pen member Sandra De Freitas -- who coaches coaches on technology -- finally learned to stop trying to be so clever with her newsletter. Now she writes and markets it as a '2-minute tech tip'.
In the past month, Sandra's newsletter told readers riveting stuff such as how to check for bogus email offers and warnings, what your out-of-office reply says about you, and a quick way to clean up formatting on your MS Word documents.
Result? Subscriptions to her newsletter now run an average of 50% higher.
Can it really be this simple? Absolutely. Look, the only reason a simple solution might sound simplistic to you is that you already know this stuff -- it should sound simplistic to you.
You're the expert, aren't you?
Cheers,
PS: The same factors are at work in your Essential Message. If you're not getting enough people asking for your business card, it could be that the way you think about and describe your business is unecessarily clever or complex -- when in fact the most compelling thing about your business is staring you right in the face. Fortunately, there's an Essential Message workshop coming up to help you see it.
FYI
:
If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.
© Copyright
Concentric Strategies Inc. 416.534.4766
theManager@EssentialMessage.com
The Essential Message is a registered trademark of Concentric Strategies Inc. Yes, please
copy or forward this newsletter with copyright notice and
contact information on all copies.