Great post today by Anthony Iannarino.
It’s really critical to give your prospects a reason to act; otherwise your biggest competitor–status quo–will win.
A few weeks ago I sent a newsletter to my subscribers about how to be compelling, how to help your dream client take action now. The gist of that newsletter was that in order to know how to compel your dream client you need to know what is already compelling them. I also wrote that it’s about the implications of not changing.
Here’s a link to a YouTube video to accompany this post (you might want to subscribe when you get there).
But I found a better word to describe what we are looking for: leverage.
What Is Leverage?
Leverage (noun): 1) the action of a lever, a rigid bar that pivots about one point and used to move an object at a second point by force applied at a third 2) power or ability to act or influence people, events, decisions, etc.
You might believe that the second definition is more interesting than the first, but it’s the first definition that interests me. I like the visual of using a lever to pivot around point one and move the object at point two by applying force at the third point.
So what is the third point? The third point is the person or persons who stand to gain the most from your initiative (or lose the most by not acting). What is the force you apply to that lever? Whatever is at stake.