Nate Tilley breaks down three ways to influence people in business: self-promotion, third-party endorsement, and proving value by solving problems. A compelling offer is 10 times more powerful than a convincing argument. Give away solutions upfront, even to people who'll never buy.
There's three ways that you can influence people. One is just to talk about how good you are, which is what most brands do. Another way is to have other people talk about how good you are, testimonials and all that jazz. And then the third way is just to prove to people how good you are by actually helping them solve their problems. You got to gain their trust, give them high value content, things that they actually can use. A compelling offer is 10 times more powerful than a convincing argument. Rather than just putting together a marketing campaign that just tries to sell some shit, you've got a problem. Let me first explain that problem in absolute visceral detail and then let me start to give you solutions to that problem. Well, in advance of us ever doing anything together. Yeah, and a big percentage of those people are never going to do business with me, but that's okay. There is going to be, by design, a whole bunch of people that go through that process. They're going to be like, wow, this person really knows their. I would rather just have them help me solve this problem.
