A couple of years ago, I was on a call with students and I mentioned that I didn’t cook.
The next day, I got an email from one of my students, Andrew, who’d been listening in on the call.
If you want to learn how to cook I can absolutely help you excel. Give me ninety minutes and you will learn how to (and) make 3 dishes from prep to plate. In 3 weeks I’m convinced I can teach you how to cook an app, entree and dessert for 2 with minimal day-of effort and maximum night-of “effect”.
This month I’ll buy the ingredients and if by Christmas you like your new skill set we can talk about setting something up for 2010.
I’ll send you 3 lesson ideas by Thursday.
Let me know if you are available Friday at 6PM to have a brief conversation about your reaction to the lesson plans.
It’s a great email. Unfortunately, I don’t care about learning how to cook. I just want it done for me.
I don’t mean to sound flip. But this is an important and subtle point. When you’re trying to help someone — or even earn their business — sometimes, they often don’t want to understand how or why something works. They just want it done.
Do you think an executive wants to see how you, the analyst, used a regression analysis to perform your math? No, they just want the conclusions (with an appendix in the back).
Do you think a patient wants to know the intricacies of how you’re performing cardiothoracic surgery? No, they just want to live so they can throw a baseball around with their grandchildren.
And does a small-business owner want to know how Hootsuite and Facebook pages and Twitter all interact together? No, she just wants more customers. (In which case she is probably wasting her money on social media.)
In fact, in Earn1K, I have an entire series on the DIFT Technique — Do It For Them.
Don’t walk in and talk about what you CAN do. Do it for them. This is one of the ways my students earn side incomes like this. For example, Andrew — from the example above — went from $0 to $1,500 a month in 2 weeks. He made $18,000 in side income in a year.
How hard would Andrew have had to worked to cut $1,500 a month out of his spending? What would your lifestyle look like if you cut $18,000 in spending?
You can apply this principle to earning more, getting a raise, or even meeting VIPs.
I’ve put together a detailed case study on how Andrew accomplished this. It includes:
- A detailed 24+ minute audio case study with Andrew — how he choreographed a highly detailed and sophisticated execution that converted a customer’s problem into recurring revenue
- A video of the food he delivered to me (including subtle details he used to convey value).
- The actual emails between us — including the rapid prototyping to develop before & after versions of his marketing material
- Actionable exercises to help you apply these lessons to your own life today
To get access to all of this material — free — sign up below to get immediate access to the whole study. I believe that this free material rivals anyone else’s paid material out there, and I invite you to put it to the test.
By the way, if you wonder why I ask you to enter your email address to get this (instead of just posting this here), I want to take a second to explain why. I did so earlier, but it bears repeating: I give away 98% of my material, but in exchange, I ask that you take action. Sometimes that might mean leaving a comment. Other times, joining my free newsletter. Or in the rare cases of one of my courses, I might ask a small group to buy.
What’s interesting is that I’ve found requiring these actions actually improves the value of what I’m giving away. The people who take the time to comment or join understand the value and take disproportionate action compared to random web surfers. I can actually quantify this. But more importantly, I believe in giving away the best material anywhere online — but I also believe in you taking action to get it and implement it.
So, enter your information below for access to over an hour of material that has helped thousands of my students earn more on the side. Free, for you…if you take action.
Sign up below to get the audio case study, video, actual emails, exercises, and case study notes.
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