11. How do I get the clients I want and do the work I enjoy?
18th November 2012
13 How are you growing your business?
20th November 2012
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12 Are you pre-eminent?

One of the things I discovered in reflecting on how I grew my coaching and consulting business is that I had unwittingly stumbled on what Jay Abraham–one of the most respected marketers in the world–calls the “Strategy of Pre-eminence”.

At the heart of everything I do is the simple principle of creating massive amounts of real value for your audience. That, more than anything else, is the key to creating a tribe around yourself and building a relationship with them. Traditional marketers say “find people who want whatever it is you do or make, get them to pay you and then deliver huge amounts of value so they’ll come back and they’ll send their freinds.” My business took off when I started to take a very different attitude towards value.

Put very simply, find all the people you want to do business with, and commit to the idea that you’re not going to wait for money to change hands before you start to deliver value.

(I suggest you re-read that last paragraph a couple of times, to make sure it really sinks in)

Everyone in your audience is your client, regardless of whether they happen to have paid you yet. If you go out, find your audience, and contribute, guide, counsel, advise and protect them, the people who value what you are doing the most will come to you eager to do business with you.

Everything I do in business has been based on that simple philosophy since 2005–and “coincidentally” that was the year my income went from almost zero to six figures in a matter of months. That’s the way of the natural expert…


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