All Audiences

I have heard feedback lately from people saying they would work with me 1:1 if I had something a little different than what I currently offer.

For some, the minimum investment is too high for my Mentoring Program.

For others, the group coaching stuff doesn’t appeal to them—they’d rather work privately.

In other words, they want something… different.

I get it. Even if you’re doing well in your business, it’s not always easy to fork over $750 for a single call or $6k for a 6-month intensive program.

This tells me I need to keep trying new things with my 1:1 offerings.

Maybe you have a single area of your business that needs attention.

Perhaps you need help doing one specific thing, like planning a new website, designing your services ladder, or figuring out your positioning.

If that’s you, reply to this email and let me know where your head is at right now.

I have some ideas. But I’d love to hear yours first.

—k

You might be the absolute best in the world at what you do.

But if you don’t tell people about it, nobody will know.

Master your craft, of course. But also master your marketing habits. Otherwise, your craft won’t matter.

Market yourself like your business depends on it. Because it does!

If you need help with that, I can help.

—k

We talked about a lot of interesting things on today’s member call.

One of those topics we discussed was the risk experts face when selling their expertise:

It’s the risk of overwhelming your reader, student, or client.

Knowledge often needs to be transmitted slowly for it to be internalized and applied.

We eat one bite at a time. Learning is the same way. When we gorge, we get sick—we can’t keep it down.

To transfer more of your ideas and help them stick, we often need to teach less at a time.

Because if your lessons don’t stick, there is no impact. And if there is no impact, it’s not a profitable scenario for your clients—and that goes against the laws of sustainable business.

Overwhelm is a silent but very real risk. Manage your teachings wisely.

—k

P.S. If you’re serious about becoming the trusted advisor and educator in your space, sign up for the membership to unlock new and insightful ideas you’ll actually implement:  https://kevin.me/group/ 

I’m no professional distance racer, but I am aware of a concept that I think applies to us all in business.

It’s a concept called “bonking out”.

Bonking is a common term for the functional depletion of glycogen, brought on by exercise. In other words, it’s the condition in which your muscles run out of fuel, with profound effects on performance and well-being. [Source]

With long-distance running, the key is to go as fast as you reasonably can without going over your “red line” and bonking out.

Your red line is that place where you’re pushing deep into your reserves to gain a little extra speed to put you in a better spot.

It’s that level where you can’t talk while you run. You’re in an anaerobic state (without oxygen). You can do that for a while, but you can’t sustain it. And once you burn through your reserves, it’s extremely hard to tap into them again later in the race—they’re depleted after all!

The issue is, if you start “red-lining” too early, you risk bonking out early.

You can push things a little, sometimes easing over that red line. But once you burn through your reserves, they’re gone.

It’s similar in business when it comes to burnout. You can push for a long time without burning out. But eventually, you begin to see the signs.

Maybe it affects your sleep. Or your stress levels. Or you start dropping balls. Or sabotaging your own efforts.

If you’re not careful, you won’t want to do anything related to your business. And that’s a problem.

So what do you do if you’re on the verge of burnout?

Back off your commitments. Do less for a while.

But because you’re a type-A, that’s precisely the hardest thing you can do. It’s also the most important.

The way you succeed in business is by staying in it. You can’t win if you’re not in the race.

And the thing about burnout is that it will take you out of the game if you’re not careful. And it’s super hard to come back when you do.

Use the throttle.

Ease off before things get bad. When you need to rest, rest. Everything I’ve learned about peak performance is that to operate at the highest level, you also need to recharge.

There comes a time when pushing through burnout and ignoring the signals will not only affect your health and relationships, it may also take you out of the game.

You may have a high threshold—and you can work a lot harder than most people think. But if you never take time to actively recharge, it’s a matter of time before you burn the wicks completely and bonk out.

You’ll want to do something else. Game over.

Don’t bonk out. Keep some fuel in your reserves at all times.

—kw

P.S. In case you missed it, here’s the latest episode of Mindshare Radio, What to Do if Nobody is Buying Your Productized Service.

When a people hire an advisor, they’re not really buying “advice”.

They’re buying things like less risk and greater upside potential, more confidence, easier terrain, and faster outcomes.

If what you sell is “access to you”, you’re missing the point. Clients don’t want access to you. They want to alleviate pain and achieve their goals.

Focus all of your marketing efforts on the outcomes your ideal clients want, prove you understand and can solve their problems better than anybody, and it doesn’t matter that you sell after that.

People don’t buy the features of what you do, they invest in outcomes.

Sell the outcome in everything you do.