Pick me! Pick me! Pick Me!
If you stroll down a country road on a spring evening you’ll be treated to the din of ten thousand little spring peepers, each individually piping at the top of its little froggy lungs, “Pick me! Pick me! Pick me!” It’s dating season for the froggies, and this is the only pickup line they know. Crammed shoulder to shoulder, “getting lucky” means precisely that.
A mean-spirited or scientifically curious human (I’m the latter) will stamp their feet on the roadway. In a split second there is total silence-- for about seventy seconds.
The little frogs, their tiny brains bathed in love hormones, soon forget about the loud noise. Before long, one tiny fellow off in a distant ditch will resurface and say, “Peeeeppp?????” Another, in a puddle in an adjoining field, emboldened by the first, will respond, “Peeeeppp!!!!” Then a third, and a fourth, until soon enough every spring peeper in the world is trying to out-peep every other spring peeper in the world. (Who am I to smirk at the froggies-- humans aren't a bit more clever at the dating game.)
In our COVID-slammed world of coaching, training and speaking, so many of us have become "social media spring peepers". Entirely natural, but entirely ineffective. How can a prospect possibly choose amongst thousands of us shouting in unison “Pick me! Pick me! Pick me!”?
Yes, you may be the worldwide thought-leader on the impact of tinnitus on dystopian societies, and perhaps you have five professional designations and fourteen pages of testimonials, but if the focus is on yourself, you’re wasting your time, effort and money. There’s a really simple reason for that, and we all know exactly what that is: the message is pointing in the wrong direction.
As a potential consumer of your offerings, I don't care a bit about you and your magnificence until I feel that you are focused on me and my wants and my needs. Only then will I ask about your capacity to satisfy my needs and my wants. If that's how I feel about you, why should you feel any different about me?
When our focused messaging demonstrates both an intellectual and emotional understanding of the specific needs of the prospective client, we can capture their attention. When it’s clear from our messaging and our outreach that we not only understand and empathize, but demonstrably can solve the issues, we will have clients. Plenty of them.
Now, doesn’t that sound better than sitting in a ditch singing “Pick me! Pick me! Pick me!” ?
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Norman Bowley teaches the Alignment Doctrine and the Client Code-- secrets to building the professional practice you and your clients deserve.