Who would you absolutely love to meet?
Who would you pay good money to have dinner with?
Who would you pay just to have a chat over coffee to pick their brain?
Let’s make this really tough… it can be anyone dead or alive!
Have you got someone in mind?
Is it a statesman like Nelson Mandela? Or an entrepreneur like Richard Branson, Steve Jobs, or Jeff Bezos? Or is it an artist, musician, or author?
Why do you want to meet that person? What is it about them that makes you happily pay to meet them?
Is it their…
These are some of the things that grab your initial attention, right?
If I asked you if you want to meet the billionaire founder of Facebook, or Nike, or Apple, or Amazon, chances are you’d say Yesbecause these companies are so recognisable. There’s a lot of bragging rights with your friends if you can say you had dinner with Jeff Bezos, the founder of Amazon.
So achievement and wealth make people interesting, right?
What happens when you sit down to dinner? What do you want them to say that will make you love them more at the end of dinner?
What lessons can you learn to make yourself interesting to your ideal customer?
Over the years, I’ve been fortunate enough to work with some very successful entrepreneurs and athletes.
I’ve trained with Olympic athletes. I’ve worked with multi-millionaire entrepreneurs.
Once you get past the Wow moment. They are just people. So what makes some people interesting?
What about the people you can’t work with? You can read about them.
I read as many biographies and autobiographies as I can get my hands on. That’s not true, I read the biographies of the people that I’m inspired by, or the biographies that are recommended.
What makes some biographies interesting. What would make me recommend a biography to you? It’s the same lesson that you can use to make yourself interesting to your ideal customer.
What’s the one thing you really want to know if you could have dinner with anyone that’s super successful?
You’d want to know how they achieved such extraordinary success!
That’s what makes people interesting. The challenges that they faced for many years before they achieved unbelievable financial success.
With the exception of a very few people (such as Vincent van Gogh, Mother Teresa and Mahatma Gandhi) success is measured by the money they have made. That’s a sad reality, and one that we must accept as truth.
So, let's say you could spend the day with comedian Kevin Hart.
If you don’t know who he is then let me tell you that Kevin Hart is a comedian that has been in movies like: Central Intelligence, Get Hard, Think Like A Man, The Wedding Ringer, The Upside, Ride Along and many more.
Today Kevin is a comedian that sells out sports stadiums! He’s the only comedian to put on live shows at that scale. And his income reflects the size of his shows. Kevin made $90 million in 2015 and had a net worth of $150 million.
So if you spent the day with him and he just bragged about the trappings of wealth what would you think?
What a Jerk! Right?
What do you really want to know?
You want to know how he became one of the biggest comedians in the world.
His book, I can’t make this up, shows the financial and emotional struggles that he went through for over a decade to become the successful actor and comedian that he is today.
His book show why more people don’t enjoy that level of success. Because they are not willing to put in the grind. They are not willing to endure the years of struggle in obscurity. The years of doubt.
Let's face it, if you had a crystal ball that told you that in 10 years, you'd be a multi-millionaire, but you would have to toil in obscurity and endure the ridicule of your friends and family, then you’d do it, right? But without the belief that you will be successful in the future, it’s very easy to quit, and get a full-time job. It’s easy to quit and take the safe route.
The reason why I love books like
Is that they give you the unvarnished truth.
Phil Knight repeated says "The cowards never started, and the weak died along the way. That leaves us."
Nike, which started life as Blue Ribbon, doubled its sales for 15 straight years… and… was always on the verge of bankruptcy. Why? Because they were buying more stock than they made in sales. Blue Ribbon was kicked out of 2 banks. Their second bank even called the FBI because they were growing so fast and borrowing so much money!
On top of this, they had to fight several legal battles. One with US Customs over a $25 million import duty bill. At the time, Nike had an annual turnover of $25 million, so there was no way they could pay an unexpected (and as it turned out unlawful) bill of that size.
Why would I like to meet Phil Knight? Because he risked it all for 18 years! Because he lived with that fear and uncertainty for 18 years!
Yes, the company was growing, and that might give you a sense of security. That might give you the feeling that it's all going to work out in the end. But a company that's having to rob Peter to pay Paul, every month, is going to be a very insecure environment.
The most important thing to Phil Knight’s wife Penny, when they first met was Security. That’s the one thing he couldn’t give her for 18 years!
No big house. No flashy car. No security. Just belief. For 18 years! That’s why I want to meet Phil Knight. Because he makes me ask myself if I’m willing to put it all on the line like that, for so long.
We aren't interested in the success of rich people. Their wealth is undoubtedly alien to us, which is why it's alluring.
What really makes successful people interesting is how they achieved their success.
Because success leaves footprints.
We want to learn from their mistakes. We want to model their behaviour, so we can ride in their slipstream and achieve more than we could on our own.
Of all the entrepreneurs that I’ve been fortunate enough to work with, the most successful is Paul Oberschneider. Paul sold his portfolio of companies in 2008 for £200 million.
Did I learn a lot from working with him? Absolutely! I kept my mouth shut and my ears open every time we had a meeting or a call.
What did I learn from him? What are the footprints to success that I can share with you?
You may look at that list and think there’s nothing extraordinary about it. And you’re right. There’s nothing on that list that you couldn’t seize today.
But do you want it badly enough?
Seriously, I thought I worked hard before I started working with Paul. Yet, he pushed me harder than ever before.
Similarly, I had worked with plenty of people that wanted to grow fast. Again, Paul took this to a whole new level.
Most importantly, Paul was willing to fail. He wasn’t successful because he had all the answers. He was successful because he made decisions based on real-world feedback. He got an idea and excitedly presented it to the world. When his excitement collided with real-world feedback, he often woke up with a concussion just like you and I. Paul would dust himself off and work with a renewed dedication. An even stronger determination to change and improve his idea until it would work. Until it made the impact and income he wanted.
What does all this have to do with you and your dream business?
A lot. Because you now know…
You see, your customers are interested in how you achieved your success.
Because they want to know how you can help them. Because they want to know what makes you different. Because they want to see your values.
Seriously, if you're an accountant what makes you different? The story that you tell!
If you've taken a less conventional path to reach where you are today, then there’s an inspirational story there.
Do you see things in numbers that nobody else does? If so, tell me about it… and tell me how your savant like nature with numbers benefits the customer.
If you save your clients 10 times your fee in tax, then tell the customer how you can do that without breaking the law. Especially if they already think their tax bill is already low.
Business is the process of solving problems at a profit.
So, if you can solve problems for your customers better than anyone else, then you must tell them why.
Boasting that you are the best accountant in East Anglia or The best restaurant in Cambridge is just going to make your ideal customer roll their eyes and turn away. You aren’t showing them how you can solve their problems. You aren’t showing them what makes you different and why you are the best.
Stories show. Stories persuade. Stories build a community. Stories make the cash register ring.
At the heart of great stories is an interesting character. What makes the character interesting is the challenges he faced on his journey to success.
So tell more stories showing the struggles that you faced on your journey to success and watch your sales rise.
Think about the challenges that you’ve faced to get where you are today.
What scars are left from those scrapes?
What’s the story behind them?
How do your scars give you the passion and experience to help your customers better than anyone else?
Now ask yourself one simple question. How many of those stories are you telling your customers?
If the answer is none, then you've just uncovered a powerful competitive advantage that has laid dormant in your business for many years.
Please seize this competitive advantage and use it to grow your business. Then tell me how sharing your success story and your struggles has helped you to make sales with ease.
If you’ve found this useful, then please leave a comment below.
If this can help someone you know, then please email this to them.
Until next time…
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Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors, and trainers in the property, technology, finance, personal development, and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000 by telling true stories that inspire people to change their lives. Many campaigns have made over £500,000 in just 9 days.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business slowly die, motivated him to discover a proven system to find your ideal customer, earn their trust and make them feel good about buying.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take entrepreneurs on the ecstatic ride that comes with having a proven system to turn leads into happy paying customers. Roland helps entrepreneurs in 3 different ways:
To contact Roland, please email him on: Roland.Eva@RolandEva.co.uk