Why all this focus on pain?

Because pain drives change.

It’s the classic marketing adage that it’s easier to sell painkillers than vitamins.

But wait, I’ll add one more option.

When you go to the dentist for a toothache, the dentist doesn’t try to educate you on the importance of oral hygiene. (The vitamin.)

And they don’t offer you Tylenol either. (The painkiller.)

​

Instead, they fill your cavity.

This stops the pain, and addresses the source of it.

​

This step is the expert intervention.

That’s where you come in.

​

Designing a consulting service is not always so cut & dry, but the option pattern remains.

Vitamin:

• We can do our best to educate the market about issues in our domain
  • Free content, webinars, books
  • Valuable, but difficult to monetize

Painkiller:

• We can try to offer fast-fixes
  • Gimmick courses, scale-based services, outlandish DIY promises
  • Monetizable, but not particularly valuable, sometimes unethical → 90-day lead gen services, anyone?? 🙄

Or Expert intervention:

• We can leverage our unique expertise to address urgent pain and resolve the client’s underlying problem
  • Diagnostics, strategy, execution, coaching, advising
  • Valuable, lucrative, and rooted in results and client trust

​

Anyone can sell a painkiller.

As the expert, you can solve the problem.

Where do you want to play?

​

💡

-Wes