"Just beneath the surface"

There's our words and then there's....our WORDS.

Ever been at a dinner party (not that we are allowed to anymore) and your partner looks at you and says "it's getting late....". There's the comment out there which is 'getting late' and the subtext which is 'WE NEED TO LEAVE!'

These exchanges happen all the time and more importantly if you can incorporate it into your business you'll dig into people's subconsciousness. There's always a layer of messaging that everyone can understand but if you can dig deeper into the next level you've discovered the key to getting your clients to understand your meaning. That's what your goal is as a business. Many layers.

There is text - what you put out to the public and sub text...what you want the people to understand.

You know what you offer, you know how to say your 'elevator pitch' but how do you get further? How do you provide your customer that feeling of 'I don't know why but I need this?'

This is not easy but it's also not as hard as it seems. What do you really want? Truly?

If you can lay yourself out to the world you'll see they will gravitate to you.

Why do I say this?

Think of some great musicians that gave everything they had to their craft....Jay-Z, Nirvana, Kendrick Lamar, the Beatles, and so on quite literally just said 'we have no other option...this is what we have to do.'

If you are trying for angles to get your points across that's exactly what will happen. You'll be very sharp in some of them and dull and fake in others.

So where is the balance?

There's a very fine line between being cheesy and being genuine but ultimately YOU are the only one who can determine this. If you truly believe in the product or service you are speaking about then it will be genuine but if there's some reservations in your subconscious then it will not be presented in the manner you want.

Ultimately what it comes down to is...you. How are you going to feel about what you're saying to your customer? The next step is telling the truth....that's for another blog.