Tom Ruwitch
Helping is listening hard enough to learn what a prospect really needs. It wins clients who stay. Hunting is chasing the yes, high-fiving the kill… then watching the client walk three months later. Here’s a good example (and why it matters).
Today is National Apple Day which has me thinking about the saddest apple in the bin: The Red Delicious. The last time I bit into one, I thought, “Red? Yes. Delicious? Not so much.” It was mealy. It was mushy. The skin was thick, kind of chewy, and very, very bitter. All beauty. No substance.…
Have you heard the one about the expert who attracts leads only to watch them fade away? Visitors go to the expert’s website, give their email to get a free resource, and receive a message that says, “Thanks for downloading! Here’s your link.” Then nothing. Or a week later, a pitch. Those hard-won leads move…
Recommended Reading Answer the Worry Before You Answer the Question Somebody types a question into Google. Ann Handley wants you to think about what’s going on in that person’s head while they type. Her example is a buyer searching for software. The query is about features. The moment behind it is about the fear of…
Every time I book an expert to be a guest on my podcast, I ask, “What’s your plan to turn listeners into leads?” Some have a plan, some don’t. Those who don’t make me wonder why they spend time (and often money) on booking agencies to get on my “stage.” At the end of the…
In honor of National Poetry Day, behold… Ode to a Book That Hasn’t Brought Clients (Yet) You wrote the book. You hit publish. You beamed.The clients would follow. At least, so it seemed.Your mother bought three. Your neighbor bought one.Then came the silence. The crickets. The none. The book isn’t broken. It opened the door.But…
I’m re-reading The 4-Hour Workweek. Did you know Tim Ferriss almost called it something else? His working title was Drug Dealing for Fun and Profit. It was an inside joke. Ferriss gave guest lectures at Princeton about building his supplement company, and that’s what he called the talk. His publisher wasn’t amused. Neither were potential…
I heard a great band the other day at The Sheldon Concert Hall. Bela Fleck and My Bluegrass Heart. Heard it. Didn’t see it. That’s because I was sitting behind a guy with the single largest head I’d ever seen on a human being. No neck. Just head and shoulders. A HUUUGE head with elephant-sized…
Recommended Reading Why Tourists Fly Across the World for 1949 Sneakers and Nobody Crosses Town for You There’s a line outside a shoe store in Tokyo. Tourists now put an Onitsuka Tiger store on the must-see list, next to Senso-ji temple and the Shibuya crossing. They pay about $100 a pair for a sneaker whose…
Yesterday I asked you to send me a joke. In return, I promised to send you a replay of my masterclass, “How to Put Personality In Your Content So You Stand Out, Attract Raving Fans, and Land More/Better Clients.” The offer still stands. And now I’m turning it into a contest. The sender of the…