What if you could turn a stranger into an interested prospect in just one sentence? What if you could almost instantly make a new prospect curious about what you do? Meet the trigger statement. This simple sentence is designed to tell your target client that you have something they need. In this lesson, I’ll show […]

Are you sending a clear message to your prospects? If your message isn’t getting through, or it’s not converting prospects into clients, chances are it’s not clear enough. The best way to make your message clear, so your prospects will immediately know that you have what they’re looking for, is to wrap it in a […]

Think buyers want what you’re selling? Think again. It’s tempting to believe that your buyers make purely rational buying decisions. Because then all you’d need to do is make a rational argument — that’s easy enough. But the truth is your buyers are completely irrational at times. They often buy products and services without any […]

George Orwell, author of Nineteen Eighty-Four, Animal Farm, and many other works, is one of the most famous and celebrated authors of the 20th century. But what made Orwell such a powerful novelist wasn’t his ability to craft gripping prose or tell powerful stories — it was his ability to empathize with the characters he […]

Once you’ve conceded that not all clients are equal, the question is — which of your current or prospective clients are the best fit for your firm? This is a tough exercise. Because the truth is, there are no “ideal” clients. There are good clients, great clients, and almost ideal clients. But no client is […]

As a business owner, you make decisions every single day. Some are big decisions. Some are small decisions. But every decision has an impact on your business one way or another. And there’s no decision that has a greater impact on your business than choosing which customers to serve. In this lesson, we’re going to […]