Correction: For all of you who went to apply for my '90-Day MFA' (Masters of Free Agency) and the 'submit' button was hidden…my apologies. We fixed it early this morning and you can apply now. Thanks to all who alerted us.
Don't take that headline as a mere cliche or you'll miss it. You, as well as most folks…are making your product and service the main focus. I often do it too…we can't hardly help it. What we are offering is what we believe in and are passionate about and we want folks to experience it! And to buy it…so we can get paid.
But no matter what you are selling, you can't lead with the product or service and expect it's merits to sell people. They will buy based on their trust and relationship (or perceived) with you. You have to be the spokesperson for your product or service or industry or message.
I had a recent conversation with one of our fairly new free agent academy members who knows himself to be a good salesman. He enjoys the interaction, is adept at relating to people, and enjoys getting out and shaking hands. So he went looking for something to sell. He found franchises and opportunities where you must buy-in, and finally settled on a service with no up front cost.
In asking him where he existed online, he stated that he wasn't yet, and wasn't sure he needed to, as the company he was in essence being an agent for, had a great site. And he didn't feel he needed to worry about branding personally, as the company had a great brand.
Well, by the end of the conversation I had him beginning our 'Find Your Fit' course in FAA. Why?
Because his perspective was tragically flawed.
Again...we don't trust products or services and companies. We only trust people. If there are 10 seemingly identical blogging platforms with prices ranging from zero to $50 per month, we will all eagerly use the one that Seth Godin recommends, regardless of price. We don't have time to compare and we don't trust the media.
So with your product or service, you have to get folks to trust you. People use the word 'expert' or 'authority' and that makes many of you question your own merit. Just think of it as being a key resource.
Just like in a trial, if there is a murder and a tire mark left on the road, they bring in a guy who knows tires to testify if it's possible that the tire mark could have come from a suspects car.
You need to showcase yourself as a resource, and you can do that. How? Proof. And what is proof today? History and some credibility. Blogs and replies and testimonials. And as soon as anyone cites you as a resource, you really exist.
I've only been publicly blogging on self-employment for 18 months. Now, it comes from a lifetime of experience. But I've only been talking about it for a short time. I have no degrees or certifications, just experience. And I'm far less than a household name. But folks who don't know me need only see that I was a special guest on the Ziglar Success 2.0 Show to talk about self-employment and am a 'Braintrust' member and writer on self-employment for Benzinga.com and have been interviewed by David Garland at The Rise To The Top and some other media sources. Those came from my blogging, and now I'm a designated 'expert.'
What do you know a lot about, and care about? And if you don't have anything, you can gain the knowledge quickly.
Easiest way to become a viable resource...start blogging. Writing about your product or service or message…once per week. Doesn't matter that nobody is reading it. All that matters is when months from now, you get some promotion and lead someone to your site, they see your history. That you have lots to say on the subject and they can read about it.
Anyone can claim to know lots about a subject, but within 10 or more blogs, it will be showcased; how much they know, how much they care, how much they are up to date on current news and info regarding their subject…
So please, don't miss this message. Your product or service is secondary to…you. Make sure your website and communications and overall positioning...reflect that.
Hear more on this topic in yesterday's Free Agent Underground Show, posted below for your listening enjoyment.
*Pictured above: My wife Teri with our 7 children. She knows...parenting. And really has a passion for helping other parents. So...she started a simple blog and has been posting for a short while. Creating history, becoming a resource...and is on her way. Doesn't hurt that she's a far better writer than I am. And good lookin'! If you are a parent, you'll greatly appreciate 'Free Agent Mommy.'
Free Agent Underground Show - It's more about you than your product or service
More Free Agent Underground podcasts
This article was also posted at Benzinga.com where I'm a guest columnist
