That's a bold claim I know, – but bear with me.

You see, the way we've all been taught to market and sell is, I believe, fundamentally flawed. At least for people like you and me.

I'm sure you've read books and articles and been on courses where you're encouraged to come up with a “killer” elevator pitch. Or an irresistible USP. Or been told by people who seem rather too comfortable at self-promotion that you need to “blow your own trumpet because no one else will”.

And there's nothing wrong with any of these things. But their impact is limited because they only work in one small part of your client's buying journey.

They're all about selling yourself. Making it clear why you're a better choice to work with than the other folks they're considering.

That's great when the client is indeed considering who to work with.

But for 90% or more of the time, they're not.

Most of the time people aren't on the lookout for a new supplier. Their ears don't prick up when they hear yet another clever elevator pitch (they're far more likely to roll their eyes instead). 

And they don't click through with anticipation if they see an advert promoting a business. 

Those things are only of interest at the very end of their buying journey when they're in decision mode. Most of the time they're not. They're only vaguely aware of a problem they have. Or they're in the early stages of exploring it and figuring out what to do.

Trying to convince people that you're the right solution is way too premature when they haven't even figured out what kind of problem they have yet.

It's not that your message is bad or wrong. It's just that they're not interested in it at all.

So what are they interested in 90% of the time? What do they notice and pay attention to when they're scrolling through social media, reading a magazine or watching a presentation?

Great ideas.

Most people are open to, and often on the lookout for practical ideas, insights and tips that can improve their business or life.

Think about the last few times you clicked on a link in Twitter, LinkedIn or Facebook.

I'm pretty sure it wasn't because you were enticed by the thought of discovering why one potential supplier is better than another. 

Chances are you clicked on a link to see a useful tip or idea you thought might be helpful and interesting. (Often it's the interesting bit that gets us to click, but the helpful bit that gets us to stay).

So if what makes us and our clients prick up our ears, lean in and pay attention is valuable and interesting ideas, don't you think that's what you should focus on communicating? Not your USP, elevator pitch or other methods of selling yourself?

Of course, eventually, clients need to know how you're different and better than your competitors. And how you're a great fit to solve the problem they have.

But actually, if you start your relationship with them by sharing valuable ideas and you keep on doing it, they'll pick up all that stuff about why you're different and better and a great fit anyway. There won't be such a formal A vs B selection because they'll already have decided they want to work with you.

Don't sell yourself. “Sell” your ideas.

Sell your ideas, and your ideas will sell you.

It will transform the way you sell and the results you get.

Now that's not to say that any old ideas will do. We're not talking about just churning out content in the hope people will like it.

We're talking about a very specific approach and a very specific type of content.

More on that tomorrow.