This week’s question from our portal “Ask Us Anything” comes Steve.
I love creating content and AI helps me clean things up, which is great. We’ve been offering mini consultations that work well – about half the people move on to longer-term engagements. However, I’m struggling with positioning for a book I’m writing because we keep attracting people who have trust issues from being burned by previous agencies. While I want to educate people about working properly with agencies, I’m afraid of drawing in too many people with “mindset junk.” Should I focus on the pain point of having been burned, or should I focus on business owners who want to scale and learn to leverage agencies properly?
Focus on your ideal client, not on the problem you want to avoid. Don’t make the book about “things you need to know to avoid being burned by agencies.” Instead, focus on what their current pain point is – the problem you actually solve.
If you think about what you don’t want, you’ll manifest that, too.
No matter what approach you take, you’re going to get some people who lack trust – there’s no way around that. The only way to build trust is through social proof: testimonials, case studies, and detailed stories that showcase how you’ve helped people.
Paint the picture of what’s possible by showing their complete journey – how they felt when they came to you, what they were doing before, what you implemented, and what their results were afterward.
Instead of positioning yourself against “bad agencies,” position yourself as the solution to their scaling challenges. Show them how to properly leverage an agency and resources depending on what they need done in their business.
Set up a strong pre-suasion campaign before any sales calls, sending emails about how you’ve helped others, case studies, and what they can expect from working with you. This way, they’re thinking about what it will look like to work with you rather than how you could be a fraud.
Most importantly, change the entire conversation for your team. Stop telling the story about burned clients completely. Erase that from your minds and only talk about what you do want. Focus your energy entirely on attracting the right people rather than trying to fix the wrong ones.
