I was at an event a few months back in Copenhagen, and one of the speakers that day, Frederick Phauss, said something that really made me realise why so many coaches, consultants and people selling information are struggling right now…

He said, “Coaching should be bought, not sold.”

And when you actually think about the function of an info business, it’s that the seller has a unique way, a unique method or insight or set of tools that they have used to achieve a certain result…

... and the buyer, the customer, wants access to that, so they can reach the same result.

But the problem is that the market has become so lazy, and the barrier of entry so low, you can enter when you don’t do the thing they sell anymore, or even worse, when you have no unique advantage or differentiator.

Think about people when Amazon FBA was starting 10 years ago.

You actually had to find a competitive advantage over other people, and then you would teach that competitive advantage and the results that it got you - and you’d be able to naturally charge a premium for it.

Like magicians selling their tricks, most wouldn’t dare to do it until the end of their career, unless it was for a heavy price tag.

Now, anyone with enough consistency and semi-polarising content can become an international sensation.

Most offers are like this. There isn't really anyone adding anything new to their market.

So if it feels hard for you to sell your services at the moment, and you constantly feel like you have to market, market, market and sell, sell, sell just to catch a breath…

… I can promise you that it’s because you’re probably just not adding anything new to the game.

All of our clients who we were scaling past six figures a month are able to do so because they have advantages in their delivery process that we leverage on the front end.

REAL UNIQUE MECHANISMS.

REAL WAYS OF DIFFERENTIATING.

STAY DIFFERENT!

Enjoy the rest of your Sunday,

CM