It’s often said that “potential clients don’t want to know HOW you do your job.”
But actually – especially if they’re sophisticated buyers who are looking to invest in high-ticket services – they do.
TO AN EXTENT. (that caveat is important)
Like, if I were thinking about hiring an SEO expert, I wouldn’t want to know all the nitty-gritty details of how they write code on websites to get them found.
But, before hiring them, I WOULD want to know the basic CONCEPTS of how they do what they do.
Like, what KINDS of things are they writing into the code?
Why do those things work?
And how are those things different from what other SEO companies do (who don’t get as good of a result)?
It’s like what I said in my recent post about DevaCurl hair products.
(Check that out here if you missed it.)
I didn’t want/need to know every last detail of how those products work.
But I did want to know – at a high level – what was different about them when compared to the kinds of products I was accustomed to using.
The founder of DevaCurl publicly shared the two specific ingredients that are different about their products and why the absence of those two things makes a difference.
AND she provided me a way to check my existing products to see if they contained those ingredients, so I could be more assured (before buying) that I’d experience different results with her company’s products.
A few years back I realized that there are actually three types of “how” that you can share about the work you do.
One of the three, potential clients generally do want to know about before they invest.
The other two, they usually don’t.
I wrote a post delineating the differences and how you can know which is which.
It might help to clarify this point further.
Helping you to include the right type of “how” explanation in your lead-generating content and descriptions of your offers (so potential high-ticket clients don’t have any hesitations about investing with you) is a big part of what I do with clients in my 30-day private intensive program.
The goal is to get you a steady stream of high-ticket clients (about 4 or more per month) from social media – who don’t have any objections to your offer and don’t need a phone call before investing (nor do you need one to vet them because you know exactly what to ask and what wording to use in a brief text chat to know if they’re the right fit or not).
This result is possible when your content gives just the right amount and type of information about your services and your methods for doing the work you do.
If interested, send me a DM on Facebook.