There’s a secret language you need to learn.
It’s not some ancient tongue you’ve never heard of, nor some trendy street-talk only practised by hipsters too young to remember Blockbusters.
And it’s definitely not some bullshit techie-jargon, laden with acronyms and word-mangles that leave you feeling like an Amazonian tribesman having Netflix explained for the first time.
No, the secret language you need to learn is much simpler than that.
But without it, you may as well be a hospital porter who’s handed scrubs and invited to do a kidney transplant. You’ll be lost, scared and dangerous.
This mysterious, secret language?
It’s the language of your ideal clients.
- The precise words and phrases they use to describe how they’re feeling right now
- The complaints they murmur every morning about their crappy lives
- Their deeply-held beliefs, biases and misunderstandings
- The hopes and dreams they hold close and private like a kid with a secret crush on her school teacher
- The specific business-speak their colleagues use to communicate with each other
You need to suck it all up, and spit it back at them in every one of your posts, emails and messages. Your banners, headlines and branding need to look like their life story in spirit, form and minute detail.
Get that right, and the very first thing they’ll feel when they come across you is relief.
Maybe joy, gratitude and excitement too.
But mainly relief – that they’ve finally found someone who understands them.
At last, someone talks to them how they talk to themselves. That’s so rare, they’ll start to trust you immediately.
And when that happens, it takes next-to-nothing to get them over the line as a paying client.
See you around
Jonny
PS: Not long to the launch of my all-new course, designed to get you your first (or next) corporate wellbeing consultancy gig within 30 days.
It’s the sum total of everything I know about landing high-ticket clients, and it’ll change your life if you read it and action it.
Type “Big Gigs” in reply to this email and I’ll make sure you’re on the list when it lands in the next few days.