Bold claim, I know. But I believe it.

Step 1: Listen to this. Listen carefully, it's the lyrics I want you to get.

Don't skip ahead. Don't go any further until you've properly listened.

Step 2: Translate to your own business.

That's it.

OK – I'm sure you're ahead of me already, but let's play with this and look at some of the lyrics.

And there he was, this young boy
A stranger to my eyes

Strumming my pain with his fingers
Singing my life with his words
Killing me softly with his song
Killing me softly with his song
Telling my whole life with his words
Killing me softly with his song

I felt all flushed with fever
Embarrassed by the crowd
I felt he found my letters
And read each one out loud.

What would happen if when clients and prospects heard you present, or read your marketing materials or your blog – what would happen if they felt like that?

What would it mean if they felt you were strumming their pain and singing their life?

If they felt you'd found their letters and read each one out loud?

My guess is that you'd never have to worry about getting more clients.

My guess is that you'd be the person they'd most want to work with.

Because no matter how much we like to think clients are hiring our expertise, our intellect, our experience – what they want most of all is someone who deeply understands them.

So here's the big question: how can you get there?

What can you do to “get inside your client's heads” – no, scratch that, what can you do to “get inside your client's hearts“?

Because if you can do that, and if you can communicate that, then the battle is almost won.

Ian