This May be My Least Favorite Holiday. Here’s Why…

Today is “Get to Know Your Customers Day.”

My reaction: Bah! Humbug!

Don’t get me wrong. I think getting to know your customers is a GREAT idea — if you want to assemble captivating client-attracting content with greater ease.

But this is a dumb holiday. Here’s why:

**Getting to know your customers (and prospects) should be an ongoing process, not an occasion.

Ask Jeff Walker. He’s the guy who created and runs The Product Launch Formula. He redefined how businesses market new products or services online. When Jeff launches, I listen.

In a 2023 video, Jeff described his preparation for a workshop launch.

In my upcoming book, I share what Jeff reveals in that video.

This would be a free workshop. But as Jeff says in the video, “Just because it’s free doesn’t mean people are going to show up, right?”

So Jeff and his team worked hard to “get the maximum number of people to sign up.” That started with two questions: What’s the promise? Who am I selling to?

Jeff has been doing this for nearly twenty years. So you’d think he can answer these questions without breaking a sweat. But Jeff and his team rediscover the stories every time—because, as he said:

“…you have to get those things right. Because if you don’t get those things right—really drilling down into what their hopes, dreams, frustrations, fears, desires are and then figuring out how you can fulfill those—then you’re nowhere.”

Some of you may be thinking, “Sure. But doesn’t he already know his prospects? Doesn’t he already know their hopes, dreams, frustrations, fears, and desires? Can’t he dust off that ‘prospect persona’ he created last year and use that for this campaign?”

Of course he could—if he wanted to land fewer clients. Jeff admits the basic prospect profile hasn’t changed since 2005 when Product Launch Formula first appeared. He sells to people who “either want to grow their business, or want to have an online business, or want to grow the online business that they already have.”

But Jeff knows the surface profile is not enough. He drills down every time because he knows, “…The mood of my prospects is very different than it was a year ago, or five years ago, or ten years ago, or twenty years ago.”

Precisely understand your prospects’ ever-changing moods, and you win. You can’t fill out a Promise Discovery Worksheet, put it on a shelf, and then reference it month after month, year after year.

You have to drill down…

…and get it right each time…

…as Jeff Walker does…

…or else your stories won’t work. Your promises will miss the mark. Your prospects will tune out and move on.

When you drill down, you have a huge competitive edge over all those who don’t know how to discover prospects’ stories or are too lazy to try.

In my book, I’ll reveal some of the methods and systems I use (daily!) to drill down and get that competitive edge.

The book’s title: “Story Power Marketing – Proven Methods to Create Client-Attracting, Profit-Generating Content – Without Getting Stuck”

If you want a complimentary .pdf copy — before the book is available on Amazon — reply to this email with “Humbug.”

I’ll add you to the list and send it to you later this summer, after I approve the final cover design and proofs. (No need to reply if you’re already on the list)