I was interviewed at Sky TV Campus recently.
Child #3 came with me, and gave me this Proud Parent Moment…
(Quick background – she’s 17, and it was the first Work Thing she’d attended with me).
A charming guy came up to her and introduced himself as a motivational speaker.
Her reply: “What do you motivate people to do?”
He burst out laughing: “I can tell you’re Andy’s daughter! Because you want to know why people are better-off AFTER me.”
Because dear reader – as I’ve mentioned many times – customers don’t care what you do. Instead, they care why they’re better-off AFTER you’ve done it (their AFTERs). Examples:
- We don’t want toothpaste. Instead, we want the clean teeth we’ll have AFTER using it
- We don’t want a newspaper. We want the news
- We don’t want a Personal Trainer. We want to lose weight
- We don’t want a motivational speaker. Instead, we want the improved motivation, confidence and business results that follow their presentation
And you don’t want this Tuesday Tip. Instead, you want why you’re better-off AFTER it. Talking of which…
Action Points
- Identify why people are better-off AFTER you. Do you help them be more successful? Make money? Save money? Save time? Feel happier? Feel confident? Reduce their risk? Something else?
- Change how you describe yourself, to focus on these AFTERs. So, don’t say “I’m a consultant”. Instead, say “I help companies sell more than they thought they could” etc
- With all your communications, mention their AFTERs as early as you can. For example, if you’re delivering an Excel Intermediate training course, say early that “AFTER this training, you’ll save at least two hours every week”. And we’ve now made even Excel Intermediate sound fascinating…
And, if you want me to help improve your communications, please get in touch…