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Time and time again, trusted voices tell us the same thing: the value of what you do, the reason prospects join and the reason clients stay, isn’t because of your expertise — it’s because of something invisible.
“People don’t buy goods and services. They buy relations, stories and magic.”
“Prospects do not buy how good you are at what you do. They buy how good you are at who you are.”
“The truth is that what really moves us is feelings, not facts.”
People work with you because they feel they can trust you, because they attain peace of mind through your service, because they forge some connection with you that grows into loyalty.
That much is clear. The problem is that, although people seem to understand this concept, very few have concrete suggestions — they don’t know what to do about it. Here’s our answer:
Make the invisible visible; brand it. Put a name on it, build something out of it, give them something they can see, touch, remember and, most importantly, talk about. Put it into a story and share it; demonstrate it with a personalized gift; write it down and give it away on your website.
The possibilities are endless, but the key is to act and to create. Doing nothing is quicksand.