“But I don’t want to.”

I say it.
You say it.
Your kids say it.
Your clients say it.

But you KNOW that BS is holding you back.

Do it anyway.

Because?

Because you are ADULT enough to own it.

Because if you don’t, you die.
Or you don’t get what you want.
Or you let yourself and your kids and your clients and your Maker… down.

Because if you don’t, you don’t live up to your potential.
Because then you make the choice to live in “suck.”
And excuses.
And regret.

Today, I had a client tell me he didn’t want to “talk to people” who didn’t already want to work with him.

The problem is the only system he has of granting people access to hiring him, is by talking to him.

Okay, that’s not an UNSOLVABLE problem.

He can set things up, so he ONLY talks to people who DESIRE him so much they can’t wait to throw money at him.

But he needs to build that first.

Here’s how you do that FIRST

First, he needs to discover what his audience wants so much, (and MORE IMPORTANTLY what that want to AVOID) so much…

That they’ll first: PAY ATTENTION.

That’s right ATTENTION.

They first need to know you can help them.

To do that you gotta know how to talk to them.

STEP ONE: FIND OUT WHAT THEY WANT
STEP TWO: GIVE IT TO THEM

Then, he (my client – and possibly YOU) needs a system (funnels are nice for this) that walks THE PROSPECT through a value-ladder that GIVES THEM WHAT THEY WANT.

In advance.

You read that right… you help them FIRST.
Without ANY compensation.
Without ANY expectation that they’ll work with you.

You just GIVE to them.
You LOVE them enough to help them EVEN WHEN THEY DON’T HIRE YOU.

Or at LEAST, you want to establish their BELIEF that they NEED you, or this dude (aka my client).

They NEED to BELIEVE that my client, and his services — or you and your services — so badly, that they’ll exchange some of their cold-hard-cash for RESULTS.

Here’s the deal:

I’m helping my client publish a book.

This will help him.

Massively.

His book can turn into his most POWERFUL marketing tool.

It can…

But FIRST, he’s got to be willing to do the work.

AND I’M NOT TALKING TO HIM RIGHT NOW.

I’ll say this again so YOU get it.

(So “I” get it, at a deeper level.)

Look, I don’t care what you WANT.

You CAN HAVE it.

If…

YOU DO THE WORK.

Regardless of if you WANT to do.
Regardless of if it FEELS GOOD.
Regardless of if you’re TIRED.
Or when SHIT GETS HARD.

ESPECIALLY WHEN SHIT GETS HARD.

Do it anyways.

Below is a little bit of the coaching I gave my client today.

About his book.
And his next steps.

You might pull something from it for you…

Brother:

Here are your challenges:

CHALLENGE #1:

The reason you told me you wanted a book, is to grow your business.

Just having the book will NOT grow your business.

A book is a tool.
Use a tool, and it will help you build stuff.

Don’t use it, and it won’t do shit.

So, I have a question for you:

“How do you want to use a book?”

To attract new clients, right?

Well, first you need to be CLEAR.

You need to be clear about WHO they are.

Clear about WHAT they want.

WHY they would care about you, or your book, or your services.

And you need to get CLEAR about what you want them to do NEXT.

So far, all you have to offer is “you.”

So this path would be:

  1. Get the book
  2. Trigger them to talk to you
  3. They become your client

When you “interview” people for your book, that’s one way to start those conversations NOW.

Did you catch that?

NOW.
Not later.

The other option is waiting till your book is done.

But then, after your book is done you have a NEW PROBLEM:

Soon, you’ll be thinking…

“Okay… Now what?”

(Believe me, this is coming.)

So…

Don’t wait to answer this question:

Q: What are you going to do next?

HOW ARE YOU GOING TO USE YOUR BOOK?

See…

You need clarity first.

What if the path were:

  1. Get the book
  2. Get the cool bonus (so you grow your leads and list)
  3. Get the video or webinar or other value from you
  4. Get them to TRUST and DESIRE you
  5. Get them BEGGING to become a client
  6. Get them to BUY something from you

That requires that you:

  1. ADD VALUE, and
  2. that you have AN OFFER

All that said, unless I’m mistaken, you’re gonna need to talk to people.

Or get SOMEONE to talk to people.

And see if you can help them.

CHALLENGE #2:

PROBLEMS AND RESULTS.

One of the intentions of you doing INTERVIEWS with people is to help YOU get CLARITY about the PROBLEMS your ideal client has.

And the RESULTS your ideal clients want.

So that you KNOW what your marketing needs to be.
So you KNOW what to say in your book.
So you are SURE… vs. guessing.

But here it is:

You don’t “need to” do interviews.

It’s not required.

Look, I get it. You don’t want to talk to people unless they want to hire you.

I get it.

But having the “sack” to interview people anyways just might be the MOST VALUABLE thing you do for your business.

Did you catch that?

Maybe you need to do them ANYWAYS.

Know this:

I don’t WANT to go to the gym right now.

But as soon as I finish writing this, I’m gonna do it anyways.

I didn’t WANT to get up at 4:30AM this morning.

But I did it anyway.

Brother, I don’t know if you need to SACK-up…

Or, if you need to get more CREATIVE.

Maybe you could find ways to ENJOY or LOVE doing interviews…

But you wouldn’t know – because YOU HAVEN’T DONE ANY YET.

Or, if you get creative by doing a SURVEY.
Or, doing a live training and Q&A…
Or, hiring someone to interview FOR you…
Or,…

There are TONS of possibilities.

You could write a SALES letter.

You could send a X-mas letter that INVITES people to work with you.

It could offer to FEATURE them as case-study in your new book.

Or something even cooler than that… GET CREATIVE.

Or… you do the interviews.

HERE’S MY INTENT FOR YOUR INTERVIEWS…

To help you MAKE SOME FREAKING MONEY…

Oh, and ADD SOME FREAKING CLIENTS…

Now.
Not later.

QUESTION:

How much is an AVERAGE client worth to you?

If…

1 client for you = $5K

HOW MUCH ARE YOU LOSING EVERY DAY, by not doing the work?

How many people are you HURTING because you won’t do the work?

Now maybe you’re thinking:

“Dude, I’m not really HURTING anyone by being a pussy. And playing small. Only myself.”

Really?
Really?
Is that what you REALLY think?

Just stop.

STOP
BEING
SELFISH

Get over yourself. And your fears.

If there are people out there who you can help.
People out there who are suffering and NEED your help.
Or people out there who want NEW RESULTS that you could help them get…

Then they are SUFFERING without your help.

“But I don’t want to talk to them…”

SHUT THE FUCK UP.

If you don’t want to talk to them, then find other ways to engage them.

You don’t HAVE to talk to them.

But if you don’t, how else are you SELL them?

Workshop?
Webinar?
Webcast
Salesperson?
Course?
Video?
Salesletter?

You can use any of the above or something else.

But if you FAIL to discover what REALLY makes people tick (aka DECIDE to want to work with you…)…

Then you’ll WASTE your money on marketing.

And you might write a book that NOBODY gives a fuck about.

Then, it’ll be a waste of your time.

AND, I AGREE WITH YOU.

I agree 100% that you need to CHANGE your current approach.

“If” you’re not DOING THE WORK…

Then you need to find a way to MAKE PROGRESS.

But while just writing your book, might get you FEELING good…

Because you feel like you’re making “progress.”

It’s LAST on the typical order I suggest my clients take.

Why?

Because I suggest CLARITY first.

So you don’t WASTE YOUR TIME focused on the right things in the WRONG order.

And how about your family?
And your friends?
And your colleagues?

Does your current pattern HELP or HURT them?

What if there was a movie camera on you 24x7?
And your kids saw this shit?
Or your spouse?
Or your clients?
Or your team?

Does this shit, (aka YOU NOT DOING SOMETHING BECAUSE YOU DON’T WANT TO) affect them?

Positively?

Are they inspired?
Are they empowered?
Are they proud of you?

How will this EXAMPLE show up for them in the rest of their life?

Dude, if you TALK to your potential clients…
The potential READERS of this future badass-book…
And you talk to them FIRST

Then…

When you do rip your book, you do it with POWER and CLARITY.

And you get it done FAST.

With CERTAINTY that it’s the RIGHT book.

“But Trevor, how will I know?”

Because people have already PAID you for your advice and help.

And they created REAL RESULTS using your guidance.

Now…

YOUR OPTIONS?

ONE: Perhaps you DON’T call people.

Instead, maybe you let THEM schedule appointments with you.

Maybe you just INVITE them to book a call with you “if” they might want to work with you.

Just give them a link to do so.

Do it as a Christmas present.

You could get a FREE account with calendly dot com

Then give people a link to book a call with you if: , _, _

Maybe its to be interviewed for your book.
Maybe its to advise them with their end of year taxes.
Maybe something else?
Maybe they could talk to a team member of yours.
Maybe you give them some sort of assessment.

Or self-assessment.
Or quiz.
Or…

TWO: You could make a video.

Then ask questions at the end…
With a firm CTA (call to action)

Options, options, options.

Here’s what I often send people after something like that:

“Here’s my best contact info to schedule a 15-min call with me: www.trevorcrane.com/15 Talk soon, -Trevor “

Brother, I have 2 people on my staff that followup with my leads for me every day.

They call, text, FB message, email, etc.

Then they book people on my calendar who want help with their BOOK or their BUSINESS.

Here’s the question, and the secret: WHAT DO THEY WANT?

Find out. + Then give it to them.

THREE: You SACK-up.

And do the work anyways.

HERE IS MY QUESTION FOR YOU:

WHAT DO “YOU” WANT?

Let’s BEGIN with that.

Then REVERSE engineer that result.

Vs. you picking up a pencil and writing your book.

Making your book, writing and planning and spending time in the dream-land of possibility is awesome

That’s safe.
That’s fun.

But so is masturbation.

Except that won’t get anyone pregnant.

(Unless you do it like I did, and you make my miracle test-tube baby, but I digress…)

The REALITY is, that activity (pleasuring yourself) won’t give what YOU said you WANT.

Sell the VISION and the MISSION – first.

Get clarity on that – first.

Then, we go build it.

Together.

Cause you’re not alone here brother.

Nobody said you had to do this without help.

Whether you believe it or not, I love you enough, I care about you enough, to be willing to have you NOT like me saying these things.

When I take on a client, I fall in love with THEIR dreams.

They become my own.

And I won’t quit on you, or your dreams.

Lets do this mother fucker.

Deal?
Thoughts?
Complaints?
Want to tell me off?
Want to quit?
Want to get creative?
Want to SACK-up?

Lemme know.

Or…

JUST GO DO THE WORK.

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