Let another praise you, Reader.

In marketing, most of us are used to Hero stories. People tooting their own horns.

The Hero in these circumstances is a person who is saying, “I’m the best at _______. You need to come see me.”

(The legal profession’s particularly good at this.)

That’s powerful communication. Communicating through authority.

And when I say ‘powerful communication’ – it almost sounds like that’s what you want to be shooting for, right?

Maybe that’s why so many of us fall into that trap.

(By the way, when you notice advertising from here on out, try asking yourself, "Is this company trying to be the hero and save the day?”

…OR...are they trying to help people get where they want to go?)

Because…there are also powerless communicators.

They don’t want to be the hero of the story. They just want to be the guide.

They want to be the sherpa that helps someone do the heavy lifting, so they can reach the top of the mountain.

What happens when you do that? The person who gets to the top of the mountain (i.e. the client) becomes the hero.

Sherpas don't really tend to get that glory, do they? But!...they're well-respected, and indispensable.

If you were planning to climb a mountain, would you go with the sherpa thumping their chest loudly and proclaiming that they're the best?

Or would you go with the more humble one, sharing pictures and stories of everyone they've helped summit? Or recommended by someone you know who had already climbed the same mountain you want to climb?

I know which one I'd pick.

So why aren't more of us making our clients the heroes?

That's what the framework I'm about to teach helps fix.

It's built around being The Guide. And sharing stories.

Because personally, I think stories are transformational.

Until next week,

Brian

PS - Is this more of a lift than you're probably used to? Of course it is.

Hey, I’m not knocking 'recipes'...but in the mortgage business for example, it’s common practice to send out low-lift emails about interest rate changes. I've done it. Pretty much everyone I know has done it.

And those are all fine and dandy.

But what they don’t do, is get to the heart of how you help people.

(And if everyone else is sending out industry-standard low-lift emails too, it certainly doesn’t do much to differentiate you.)

But stories? Stories do that. They differentiate.

So is the lift worth it? Of course it is. (The 10-25% increase in my pipeline every time I send one is proof of that.) And I'm going to make it easy for you.

By the way, I'm not a professional copywriter. And you don't need to be one either.

Whenever you're ready, there are 2 ways I can help you:

1. Work with me to transform your referral relationships. (Booking into May - let's talk)
2. Get your own board of advisors with ACCELERATE Boardroom (See if it's a fit here)

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