Potential clients don't care about the most experienced provider. They want the one who understands them without explanation.
An advisor I was talking to made this crystal clear. The question they get most from prospects: "Do you work with people like me?"
Seems straightforward. It's not.
The Wrong Answers
That question isn't about experience. People assume you can do the job. It's about not wanting to explain everything from scratch. It's about hoping someone finally gets it and can provide the right solution.
When we get this wrong, we answer the wrong question in our marketing:
- "We've been in business 15 years" (not what they asked)
- "We've helped 200+ clients" (still not what they asked)
- "Here are our credentials" (nowhere close)
None of that addresses what they actually need to hear.
What to Do Instead
Pick the conversation likely in their mind already. Don't say "We've helped business owners with estate planning." Say "If your business partner dies or gets divorced this year, do you know what happens to their stake in your business? December is the month to review your Operating Agreement. Here are the 7 terms to review before year end."
When you describe their exact situation in their own words, prospects stop asking if you can help. They already know you can.
Then use their language, not your industry terms. Then describe how you can help. THEN mention credentials.
The Shortcut
A book lets you do all of this at scale. It closes the gap between "I wonder if this person can help me" and "this person gets my business."
By the time they finish reading, even the skimmers, they're not questioning if you can help. They're ready to talk.
