I saw Midnight in Paris yesterday (a really fun movie; I
recommend it), so I’m in a bit of a literary mood. I want
you to think of your service business as a novel that you
must write, chapter by chapter. It must have a single topic,
a gripping plot, a meaningful message, an heroic protagonist,
and a villain. It must stay on-point, have clear direction, a
decisive conclusion, a captivating title—and, more than
anything else, it must stir the emotions of its readers.
Writing a novel (I’ve written two in my day, so I do know
something of the process), requires forethought and some
strategy, and of course, it must be written in a linear fashion.
You can conceive the final chapter and write backward, but
the execution must come sequentially. The same is true for
your service business: you must know where you want
your business to end up—“begin with the last chapter in
mind”–but then you must go about writing the chapters
in a specific order, to render a best-seller.
This summer, I am here to help you write certain chapters
of your business. Following is the order in which you should
be writing; you determine which chapters you need the most
help on.
Chapter one is discerning your business’ mission (the decisive
conclusion that your protagonist wants more than anything),
then chapter two is honing your business’ differentiating
edge—how it is different from every other business out there
(thus begins the plot, and the meaningful message that will
stir emotion).
Chapter three heats up the plot considerably as you take that
differentiation and turn it into a marketable package—with a
best-selling title. This is your Signature Program—the program
you will be known for, and that can earn you thousands and
thousands of dollars through repurposing.
Chapter four builds irresistible suspense into the plot as
you design a successful business model: the repeatable system
you will use to get and keep clients. This model keeps you and
your business on-point and moves you systematically toward
your story’s decisive conclusion (the result you promise your
clients).
Chapter five is the chapter of seduction: how you entice
your readers to pull your novel off the shelf and not another’s.
This is the art of language, the essential element of any
best-seller–what you say on the inside flap–your home-page,
squeeze page, post card–to engage your potential client.
Chapter six is the final stage of seduction: the “irresistible
offer” that includes creative pricing strategies and myriad
other incentives to buy.
And finally, chapter seven is the set-up for the sequel: the
information products you must have in your funnel to compli-
ment your Signature Program. What should they be? And
what will make them “Brain-Sticky” enough to entice your
audience to buy them, too?
Every chapter is essential to creating a finished product.
You cannot skip a single chapter.
But it takes time—and each chapter must be done right. To
ensure that he was crafting a true best-seller, Gil, in Midnight
in Paris, had Gertrude Stein herself read his manuscript until
he got it right. Let me be the expert who oversees your
business chapters this summer in my private consulting
program, Camp Brain-Sticky. You can focus on one chapter
or a few.
Go here to get on a free 15-minute call with me to ask any
questions you may have and to see the details of each “chapter.”
Do hurry, though. Only a few slots are available for this program. 🙂
