Beth and I have taken up the game of Pickleball (yes, I thought it sounded stupid too).
It’s actually fun, good exercise and something we can do together. It’s like tennis on a smaller court, played with a solid paddle and a hard, whiffle-like ball.
Once we decide we liked it, I found a coach and a 3-day boot camp outside of Chicago. Since we like shows, I also checked and found The Buddy Holly Story – a play about the life of the late, great rocker.
This guy sounded like him. And he looked like Holly, don’t you think?
When they were casting the role, they knew exactly “who” they were looking for.
Not a vague “who.”
Not a “You know, people with money!” “who.”
A vivid, clear-as-a-bell, got-their-picture-burned-in-your-mind, crystal-clear laser-focused “who.”
A “who” that comes from firsthand knowledge of what they really want.
A “who” that comes from having “walked a mile in their shoes” to understand them better than they understand themselves, even their ambitions and passions.
A “who” that comes from a deep-down-in-my-bones committed to help them “who.”
Here’s something that is really interesting. I’d highlight it if I were you. I’d write it down on a spare piece of paper to sear it in your mind:
If you can articulate for your ideal prospect what their biggest concerns are better than they can themselves, they automatically assume that you have the solution.
Start with a written description of your ideal prospects’ “who.”