Today, I want to talk to you about why you should be a doctor.
You know there is a very simple reason for this, so let me come to that very quickly…
When you are feeling ill, you call up your local clinic to book an appointment. You go in and start describing your symptoms to the doctor.
Usually, through some process of elimination the doctor would figure out what is wrong.
You would tell the doctor I have got X, Y, and Z, when describing your symptoms and they would ask whether you have experienced A, B and C as well.
At that moment, if you have experienced A, B and C, then you would think this guy knows what he is talking about.
Immediately you build this perception that they are an authority in this area. They know what they are doing, and they will be able to cure you.
This is exactly what you should be doing in your outreach when talking to business owners.
A common problem that I see with a lot of freelancers and small agency owners is that you go out there with the prescription first.
That prescription would say you need Facebook Ads or SEO or you need a new website or something like that.
What business owners really need is for you to be a doctor, for you to take them on that journey of diagnosis, where you learn what their symptoms are first.
Make sure to ask the right questions when you set up that initial call or consultation with them, where you try to figure out what they are currently doing wrong with their online advertising or any other marketing.
Once you have that information from them, you can use your knowledge and then throw more hooks [or symptoms] at them and they would be like “Oh yes I’m not doing this” or “Yes this makes sense”, so they start thinking that you know exactly what you are talking about.
The moment you do prescribe a solution for them, they will look at it and think this guy understands me and I want to do business with him.
In a nutshell, stop assuming what people need or want. Be the doctor and listen to their symptoms first.