Title - Key list of facts for Callum) Tags - callumkeyfacts
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Value
- Understanding of dentistry
- Understanding of the business of dentistry
- Expensive (but great value)
- Cache clients/client list
- Case history(ies)
- Testimonials that cite ROI results
- Description of methodology (e.g. Dan Kennedy never uses “copy cubs”)
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There is science, reason, principles and history behind the copy I provide -
I can provide all you need to go with the copy (design, etc.) in a package - Specifically relevant experience in same industry, with same target consumer = client benefiting from others’ investments already made in you
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Authority
- Credibility: years of experience, degrees, certifications
- Description of study you have made of ‘x’
- Who says so? (Sherlock Holmes was consulted by Scotland Yard)
- How/where have you been published? - Have you written THE book on ‘x’?
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Status and importance
- Awards and honours
- Book(s) on bestseller or honours lists
- Media: as seen in; as seen on
- Clients on INC 500 list, Entrepreneur lists, Forbes lists
- Celebrity/celebrity by association… photos, seen with
- Modus operandi facts
- All clients come to ME
- Personal/lifestyle: marathon runner/world traveller, etc. - how are YOU the most interesting person in the world?
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Ability
- Generalist or specialist?
- What do you know? What do you do?
- From Brian Kurtz: “my super-hero power is…”
- Your unique selling proposition
- Attributes: Fast? Reliable? Visionary? Pragmatic?
- Two or three outcome summary statements - e.g. “people come to me thinking they’re in one business - they leave realising they are in a very different business or businesses, with previously invisible or under-valued opportunities revealed”
- Origin story(ies) - personal made relevant - e.g. did you develop your incredible work ethic by working on the family farm and taking over all responsibilities at a young age when your father was killed in an accident? Did you develop your instatiable curiosity about why people buy because of the strange multi-millionaire who lived next door, who took a liking to you, and tutored you on the sales secrets he had used to build the largest insurance agency in Texas?
- Breadth and depth of knowledge
- Intelligence
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Demand for your services
- Client list
- Published schedule
- “In the trenches” report of your activities in your newsletter
- Limited # of available consulting days 202104131056
- Limited openings for new clients 202104131055
- Limited access 202104131111
- Storytelling - the client who came from afar, the client who waited for months
[#kennedyIWW]: Dan S. Kennedy: Influential Writing Workshop.
[#kennedyCFS]: Dan S. Kennedy: Client Feeder System.