Being a marketing person I sometimes spend a lot of time agonising over words.

The headline on your website. Subject lines for emails. The lead on a sales letter. What you say is the key to whether people buy your products or services.

Or is it?

In our sort of businesses, I've found it plays out a little bit differently.

When people join Momentum Club, they don't do it because of anything clever I've written on the sales page.

They do it, I believe, because they've got great value from my emails, videos and blog posts and they believe they'll get even more from Momentum Club and from getting more direct support from me.

It's the same for you. Your clients are persuaded more by your actions than by your words.

Your words are still important, don't get me wrong.

But what's more important is that value you deliver to them up front. The way you treat them. The confidence you give them that working with you would be a winning proposition.

Next time you think about your marketing, don't focus on what you can say to convince them you're the right person to hire. Think about what you can do to prove it.