Always serve

“You should fall in love instead with your client, because if you fall in your love with your client, and everything you do, every recommendation you make, every communication you utter or expend, everything about your being and existence is designed to see their life better off, their life more enhanced, their life more enriched, their life more protected, their lives more benefited, depending, of course, upon the result of the product or service that you render being action and implemented in their lives, then you’re going to have an incredible advantage over everybody else because you are living for their betterment.

You are existing to see their life massively improved, expanded, protected.”

• Jay Abraham

Be where your buyers are.

While we mentioned this in the last chapter you might be surprised by just how many different places this can be.

Seasoned digital marketers know lots of spots.

• We leverage all sorts of places and relationships to get to buyers.
• We’ll keep tabs on what’s hot and what’s not.
• Keep an eye on new platforms to see if we can exploit them.
• We’ll also have our old favourite strategies that we know will work.

It’s time to share how to find these places with you.

As you go through this section, continually ask:

How can add I value and be of service to my customers if I appeared here?

But I’m here to sell things and get paid?

No, no, no.

This is a tricky meta-principle to get your head around, but give it a go:

Preeminence is a rule that states if you live, breathe, and believe your product is a valuable solution to your customers, it’s your duty to help them become aware.

You do this by being where they are and helping them at the stage they’re at.

This helping takes many forms:

• You might use humour to attract attention and help them see.
• You might lead with a lot of relatability, demonstrating you see what their challenge is and might be able to help.
• You might be so sure your product is of service you’ll happily teach what they need to know over 30 minutes on a webinar or podcast.

If you are truly helping them at every stage it will be effective in everything you touch.