Expert Secrets

The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. The second step is to design and build it in a way that a few people will particularly benefit from and care about. The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the s

Moral of the story: Constant, consistent, and relentless contact with your list, your market, and your customers can build you a powerful brand people buy from, and often sight-unseen, simply because you have such a strong sense of what they want before they even do.

The opportunity switch headline: Now that you know the who and what, you need to give the class a sexy title that will attract your dream customers. I try to create a title that focuses on the result this presentation will deliver. I do that by filling in this phrase: How to (result they desire most) without (thing they fear most).

‘Getting’ your audience's perceptual reality puts you in a powerful position to connect with and lead them. The more you're able to create value for your audience in a way that's honest, authentic and transparent, the happier they'll be to give you their attention, their trust, their loyalty, their money and their time.