December 22, 2010
Let’s take a walk down the produce aisle I love grocery stores. They’re not just a metaphor for life, they actually have something to say about it. As in life, there are a wide variety of choices to be made, and those choices have consequences. In one aisle, the potential for nourishment is bountiful. In another aisle, it’s so tempting to reach for the cheesecake instead of the broccoli.
In my town we have a grocery store chain called Big Y. Let’s look at this in relationship to your business. Because your “Big Why” will be your greatest source of nourishment.
And just what is your Big Why? Simple. It’s the reason you do what you do in your business. No, not the money part. That’s too easy. And that won’t change the world. What will change the world is a Big Why that clicks with your audience.
So why is the Big Why so important to have?
Well, in addition to just inspiring you to jump out of bed in the morning, it will also inspire those around you. People will respond instantly to a Big Why, whereas they may never respond at all to a more reasoned and logical approach, like:
You: “Buy my stuff. It’s great. It works.”
Them: “Who cares?”
We could talk about how you find your Big Why. But I’d like to cut right to the chase and talk about where to find the people who will respond to your Big Why.
So let’s start with a simple question. Do you love your clients? Do you know where your lovable clients come from? Whether you do or do not, I think it’s always a good idea to put our greatest effort into learning where these lovable clients can be found so we can bring them home with us. And why is this important? I mean, besides the fact that love is a pretty nourishing factor in and of itself?
Is your Big Why nourishing you?
Because you may love your work but not so much your clients. If that’s the case I need you to consider a scary thought: What if you’re attracting the wrong kind of client in the first place? If so, then everything you do for them runs up against a brick wall of resistance. This wall is one you will never be able to break through.
Consider that the wrong client is usually with you for the wrong reasons. He or she got to you, maybe through a referral from another strange client. So your very reason for coaching or consulting with them is not the one they think they came to you for. Does thissound crazy?
Unfortunately it isn’t.
The one-second twist of fate
You know how we make decisions at the emotional level, then justify them logically, even if it’s only 1 second later? In the case of your difficult client, that one second can change your life permanently. That one second of accepting the wrong client could determine whether or not you have a wonderful year full of joy and profits, or a terrible year full of angst, poverty and fighting for a paycheck. The problem is that you may be attracting these inappropriate clients because your Big Why is unknown to you, so they’re attaching their Big Why to you. How’s that for a frightening thought?
Now recall that birds of a feather flock together. And herein lies my cautionary tale.
The tale of Sarah (names changed to protect the innocent) I have a friend. She does very well financially in her business, but her life is a stress-filled purgatory filled to the brim with terrible clients. Her problem? The money is too good to pass up. So she’s sacrificed her personal life to deal with a large number of dodgy clients, all of whom are in the same market space and have clearly talked to each other about how she would be the perfect choice for their businesses.
Each month she gets one more of these types of clients and so hates every minute of her working life. I don’t have to lecture you on the implications for her health and her relationships. And it probably won’t come as a surprise to learn that she has more frequent illnesses than Job.
I believe that having the right kind of client is absolutely necessary to your health, happiness and yes, your bank account. Coaches call it work/life balance.
The right partnership isn’t optional
So you see, it shouldn’t be optional, this “attracting the right people” phase. You’ll need that treasure-trove of “right” clients. The ones who will respond the most to your coaching and get the best results from it. The ones who will gladly pay you what you’re worth. The ones who keep coming back. The ones who may even become friends.
But where will these special, lovable clients come from?
Well, you attract them. You can’t really find them. They have to find you. And when they do you need to approach them in a way that speaks their language.
One way of accomplishing this is to present yourself in a way that bypasses rational, logical thought and drives right to the heart of their decision-making process in their emotions. And how do you do that? Well, you could sit and meet with them. You could speak to them in a public forum. That’s the basis of all sales programs.
Or you could send a video.
For instance, what about prospecting with your Big Why? You know it’s important to gather as many prospects as possible, but it’s equally important to gather the right ones. And if your video marketing is haphazard, unfocused and lacks the critical elements of your core philosophy, you’ll be in danger of attracting the wrong clientele.
You may not think this is important if you don’t have long-term clients, like a coach or consultant, but that isn’t really true. Even if you sell a product, wouldn’t you rather have evangelists out selling for you rather than a one-time customer?
So having your Big Why appear in all of your videos is probably the most important thing you can do for your marketing. It will attract the right clients and customers, give you the opportunity to build relationships, and in the end, make the world a better place to live in.
And right about now, the world could really use a heaping helping of “better”. So why not visit your “Big Why” and make your business the change we all need?
Steven Washer develops strategies and systems to help you succeed at video marketing. If you want to learn how to design, craft and distribute powerful videos to help you play on a bigger stage, simply claim your free video marketing gifts at: => www.brainyvideo.com/gifts.html/a>.