You don’t make things for your living. Instead, you make it providing something: a service.
How do you sell that? To understand how, first compare your task to your car salesperson’s. The person didn’t have to do much, no? You felt the smooth finish and the soothing comfort of the leather seat. You heard the echoing thump of the car door closing and the hum of the engine. Your car was visible, and your senses whispered to you, “this is the car you want.”
But what is your service? It’s invisible. At the time your client “buys” it, your service is merely a promise that you will do something. Your service doesn’t have a ten-coat paint job, leather seats, or an V6 engine that purrs. Your prospects cannot see it.
How do you make your prospects believe in you, when only seeing is believing and it’s rare to buy something “sight unseen”?
Send visual clues. Prudential sends them with a rock and All State with two good hands. Investment banks deliver them with rich leather portfolios and Geek Squad with geeky white shirts and black ties. (Who ever forgets Geek Squad?)
If your compelling message is speed, copy One Hour Heating and Air Conditioning and feature a clock.
You’re a plumber? Make a very tidy business card–out of waterproof plastic.
A freelance writer? Make your card in the shape of a long pen.
Whatever you do, find some way to send a powerful and visible clue. Make your invisible visible.
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