Andrew: Now today, we’re going to teach you how to create for your business your unique selling proposition or your value proposition step-by-step. First is to find what the heck we’re talking about because coming into this, Kenny and I realized we were actually using different definitions for value proposition and unique selling proposition based on the different books and articles that we’ve read and different trainings we participated in.
So after doing some additional research, try to get to the bottom of this, we have a lot of differences certainly in the way we approach things, but this is kind of definitional. But it became clear that many folks actually do use these terms interchangeably, value proposition and unique selling proposition.
While some are quite steadfast in having distinct definitions for those two and in trying to find those and find some good definitions, here are really the two best ones that I came across for attempting to separate out these two different concepts.
And that is that a value proposition is a definitive expression or statement of the concrete outcome of using your products or services, while unique selling proposition or unique selling point, I saw it listed that way in many places is that aspect that differentiates a product or a service from all other similar products or services.
Kenny: Yeah, that’s what I told you last time on the phone. Those were my definitions.
Andrew: It’s pretty close, but you also told me the value proposition needs to include uniqueness.
Kenny: Yes. That was an English joke, by the way. I know it takes a while to travel across the Atlantic, and of course across the Pacific now because you’re in Japan.
Andrew: It works either way.
So yes, it’s very close to your definitions Kenny. I was just trying to wrap my head around – because I came out from the opposite point of view. But just to say that again, a value proposition is a definitive expression or statement of the concrete outcome of using your products or services, while a unique selling proposition is that aspect that differentiates a product or a service from all other similar products or services.
So that does provide a pretty clear definition of both and it makes them distinct, but in my opinion, the separation doesn’t quite work that way because a value proposition, it doesn’t contain uniqueness. It really doesn’t give a prospect any reason to choose you over any other option. And a USP that doesn’t convey the benefits for the prospect doesn’t give them reason to take any action at all.
So for example, following these strict definitions, a value proposition could be ‘Our product will tan your skin.’ Okay, fine, but so can other products so why choose yours? All you’re doing is listing the benefit. While similarly, a USP can be our product contains no artificial chemicals. That’s a nice distinction, but what does your product actually do for me?
So alone, neither of these is really compelling if you stick to the letter of definitions, it has to be combined to truly engage a prospect. So for example, our product is the all-natural alternative for skin tanning. Now you’re saying something substantial.
So in other words, I think personally, this strict distinction between value proposition and unique selling proposition isn’t very helpful. But to let us talk clearly for the purposes of today’s show, we really should use a single term. So I’m going to suggest that we use the term value proposition for what we’re discussing today, and focused throughout on how we’re going to make it unique and therefore effective for your business. How does that sound to you over there, across the Atlantic and Pacific, Kenny?
Kenny: I think we should come up with a whole new name for it. I don’t think it should be value proposition or unique selling proposition. I think it should be called ‘what’s in it for me’ proposition.
Andrew: There you go. Can we trademark that?
Kenny: Yeah, you heard it first here on Magneticconsultant.com by Kenny Goodman and Andrew Percey. You’ll see in our book that’s coming out very soon.
Andrew: Very soon, just like everyone else’s book.
Kenny: Exactly. Whatever we call it, it’s about creating a statement really and I’ve always called it the value proposition. I’ve always thought the value proposition contains the unique selling proposition. So I would always say, create a document. It’s really important because if you don’t have this value proposition within your company or even if you’re an independent, one-man band or one-woman band, it’s always important to have a real congruence in your communication, both internally and externally. And your what’s in it for me proposition, your value proposition, is what will gel this together. It’s the foundation of all of your communication as a business.
If you’ve done your research properly, your solution should be tailored directly to your audience’s needs and desires. So if your value proposition talks directly to these needs and you find a way to be unique so that it has that USP in there as well and allows you to stand out from your competitors, you will be totally on message with all of your communication. It creates congruence in your sales and marketing for long.
Andrew: Yeah, I agree completely. It’s really the critical first step before you can hope to have any coherence or effectiveness in your marketing. Once you’ve really clarified this and breathed life into your value proposition, it just guides everything else.
For me, your website design, your content, your ad campaigns, your email marketing, your live presentations, your webinars, your everything, so you’ve got to get this right first. And by the way, I liked the what’s in it for me proposition. It’s just too long for it today. I’m going to be easy and stick with value proposition. We should come back and trademark this later.
Andrew: As Kenny said, you guys heard it here first. So what are we going to share for consultants today as our high-impact insights? And Kenny, I know you’re going to take this from a bit of a higher level view, so why don’t you begin here?
Kenny: Yes. I know you’ve done a lot of work on this, for your business and for the show as well. So I’ve just come from a high level view and I’m just going to give a quick summary because there’s a lot that you’re going to discuss.
So I’ll just say straight away, a lot of business owners, including me at first many years ago, really struggled with the uniqueness part. We just think there are lots of businesses out there that do what I do now. How on earth can I come up with something that is unique? Then they get caught up in the business and really forget why they started in the first place.
This is when they start to become a me-too business, which basically means they’re aiming for average and just can’t differentiate themselves from their competitors. Or sometimes, there may be some uniqueness there but they forget to communicate it because it never created this value proposition document in the first place. So there are various parts of their business and there’s more than one person in the business talking about different things, different areas of value in the business. There’s no cohesive congruence there.
So look into your business. If you’re one of these businesses where you’re thinking how unique am I? I’m not very unique and you feel like you’ve become a bit of a me-too business, look at what you offer.
Have you got better customer service than anyone else? Or maybe your product is simply better than the rest? Are you communicating this? Are you the first or the most of something? Do you charge per job rather than per hour? Is that your differentiator? Or do you differentiate by charging a set fee every month rather than per hour, just letting your customers set a budget so they don’t get any nasty surprises?
I remember an accountancy firm many years ago, when accountants just charged pretty much per hour here in the UK and they used to charge you for phone calls and goodness knows what else. And then there was an accountant that came to us. I had a bigger business back then. I used to have about 200 staff. So we had a lot of accountancy work.
We were paying different fees each month. For one year to the next, our fees were totally different and this accountancy firm came, did a bit of an audit on our business and said, listen, I can charge you a set fee every month to do everything, your corporation tax, even you as directors, your personal tax returns. There’s a set fee here. We can put it all in. And that was their differentiator and allowed us to be in a position where there were no nasty surprises.
Think about what you do in your business and what you could do in your business to differentiate. Do you specialize in one particular area of your market and this is what makes you different to your competitors?
Andrew: There are so many things like that Kenny. You may think that there’s not much you can do, but sometimes even just your location can be a key differentiator or the hours that you work. I mean there’s almost always something that sets you apart and is going to appeal to the right prospect.
Kenny: Yeah. You also might try to pretend that you’re a big business. We’ve all done that, I’m sure. We tried to pretend that we’re a bit bigger than we are. Then maybe your differentiator is that you’re a small business and you’re able to give much better customer care. Focus on that as your differentiator, but you think that your audience might see that as a benefit.
If you can’t find any differentiators, it might be time to really sit down and give your business a bit of a shake-up. The shake-up serves really to create something. You sit down. Get a whiteboard up. Get people who you know and trust, who you value their opinion and get them to help you with that. It’s always good to get some outside perspective.
Now just remember, good value proposition gets the point across quickly. It’s simple to understand and outlines precisely as we said before, what’s in it for them, the customer, the client, by using your service or product.
People generally don’t have time to – we’ve mentioned it before and I know you’ve mentioned it before and you’re aware that people don’t have time to research exactly what you do. Your audience, they don’t have time these days. They’re getting pounded with information. So you need to convey it succinctly and attractively, pointing out the benefits of using you rather than your competitors.
Andrew: I think that’s absolutely critical, especially you were doing something like bringing brand new people to your website for any sort of advertising or marketing campaigns. They’re not going to take the time to read through your website just to figure out what you do and whether or not it’s for them. You’ve got to get that across right away, and it’s your value proposition that helps you do that.
Kenny: That’s right. A lot of people view their value proposition, even if they have thought about it and gone through this process, they think about it as a concept that kind of almost lives up there in the cloud and they kind of focus a bit of their marketing around it. But I think, as I mentioned before, it’s great help if you actually define it and create a written document. And you can put it up on your wall next to your desk that you always see what your value proposition is. This will help you focus in and clearly understand it yourself.
I’m not saying this should be set in stone either. Your value proposition should be flexible and it should evolve as you grow with maturity and understand your audience better than your value proposition should. Don’t be afraid to test it and revisit it. You might test certain aspects of it in your marketing and they may not work, but revisit it and change it, and test again.
Like I mentioned before, get other people involved if you can, of the people you trust because it’s always good to get that outside perspective as well. You might have some really good clients that you trust as well that you could get in to help you with it as well.
Andrew: I love that perspective. Think of it as something that’s living, breathing, changing over time just like your business changes. So your value proposition has changed with you. So Kenny, thanks for that overview.
With that, let’s get into some concrete steps for how you, the consultant, can create an effective value proposition right now. And what I’d like to do is first, I’m going to walk you through my process for this, which I’ve used with my clients and which I use for myself. Then I’ll bring it to life a little bit, make it a little more tangible by using my own business as an example. I’ll share with you guys exactly what I created for my most recent round of my value proposition.
I do regularly revamp this. We all should because again, our business has changed. Our focus changes. We decide we want different types of customers, so your value proposition needs to change.
First I want to say and this reiterates a little bit of what Kenny was speaking to before, what is the goal here? A good value proposition is clear. It gives the who, what, when, where and why of your business. It conveys uniqueness. It can be read and understood in under 5 seconds, so again, very succinct, and it should be enough to make your ideal clients believe that your product or service is the best they can find.
That’s the ideal. We want them to come across our messaging, read it, instantly understand it and say, okay I’m done looking. This is exactly what I was after. So how can we get to that?
First, a quick note uniqueness because we’ll be coming back to uniqueness a lot and Kenny has also touched on this, your differentiator. Yes, your service does need to be better than your competitors’ service in at least one way. There’s got to be something that helps you stand out. More can be great, but one key difference is essential and here’s a key, you only need to unique in your customer’s minds. It doesn’t actually matter if someone else in the planet offers the same service you do if your prospects don’t know about it.
So as long as people believe that you’re the best option for them in at least one way, then they have a reason to choose you instead of a competitor and this can make it easier for you to work out your uniqueness because you don’t necessarily have to be the only one on the planet doing something. Your uniqueness is a little bit flexible too.
So let’s get into that here. Here is my 6-step process for creating your value proposition, and it doesn’t take long. You can do this in just a few hours. I did it with a client two weeks ago, and he worked on it offline and really probably spent about 3 hours himself doing this and we got to a great point.
So step one, determine who are your ideal clients? I’m actually not going to go into this today because we covered this back in episode 6, that was the necessity of personas. So I won’t recover that information, other than to say that this is the critical first step because if you don’t know who you’re marketing to, there’s absolutely no way it can be effective. So step 1, figure out who are your ideal clients. If you need help with that, go back and listen to Magnetic Consultant Episode 6.
Second, do this brainstorming exercise. Keeping your ideal clients firmly in mind, list your answers to these 4 value proposition questions.
Number 1, what does your business do for them? Here, I’m talking about specific services and products that you offer. What is it that you physically do for your clients? What is the work that you do?
Number 2, how do they benefit from what you do? These are the outcomes that your clients will enjoy because of the work that you do.
And again, you’re just trying to create a bullet list for each of these. So the first one, what does your business do, number 2, how do they benefit from what you do?
Number 3, what do you do differently from your competition that can be seen as better to your ideal clients? Now we get into things like your process, your features, your background, your specific outcomes. This is the necessary uniqueness that we need in your value proposition, brainstorm all the ways that you’re different and hopefully better.
And by the way, again, better is in the eye of the beholder. So list all of the ways that you’re different and realize that there’s probably someone out there who thinks that that is going to be better and would come back and would find out a little bit later.
And the fourth question, list out your answers to this too, why should they believe you? Why should anyone believe what you’re saying here, what you can do for them? What is your third party proof? What is your social proof? What is your background? What are your certifications that are going to help people believe that you can deliver on what you say?
So that’s the very simple brainstorming exercise. It will probably take you 20 minutes. Again, list out your answers to, what does your business do for your ideal clients, how do they benefit, what do you do differently and why should they believe you?
Once you have all that listed out, now go back to each of those four sections and prioritize the items you listed based on the value to your ideal client. Which item in your list in each list is the most valuable to your ideal client? Do that first and do the same all the way down so you can start to get an ordered list of your brainstorming and start to get some structure there.
And to help with this, I find it’s a good idea to write out, for each item, the actual value to your ideal clients. You’re completely clear about it. If you’re forced to write it out, you’ve got to come up with something concrete that makes sense.
As you think about this, try to go a little deeper. What are the fundamental pains that each of the items on your list were leaves for ideal prospect? What is the desire that it fulfills? This is really getting at the essential benefits, the emotional benefits that your clients are going to experience. And when you understand this, again, use this information to prioritize each of those 4 lists, all the items within each of those 4 lists.
Step 4, now that you have those prioritized lists, you’re going to draft your value proposition by combining the top priority items from each list. So you take the most important thing that you do and you combine it with the most important benefit that your ideal clients get from that, and you combine that with what you do differently with your competition, and you combine that with why they should believe all this.
Now for now, this is just a list of bullet points. You’re just putting the concepts together. But the important thing is to make sure that each item you choose from each of those four lists supports and strengthens each other item. They have to go together. They have to work together. They have to be congruent. And if not, then just go back and switch out the one that doesn’t work for the next highest priority item on that list that does.
Actually I had this client go through this exercise a few times with the top priority item, the second priority item, the third priority item and create different value proposition drafts which is great because then you get to see not only what the different possibilities are for how you can promote your business, but more likely than not, it’s going to convince you that yes, the first one you put together with the top priority, with the most important items is your strongest value proposition.
You can sit with that, sleep on it, play with it. You’ll certainly refine it a little bit as you go. But this is the set of concepts that you want to run with.
Now the fifth thing to do in this 6-step sequence is to now take those bullets and turn them into a few cohesive, highly compelling sentences like natural language. This becomes the actual value proposition that, as Kenny said you print it out and put it on your wall. This is what you want to be constantly thinking about any time you craft messaging down the road for any person, website, ads, whatever it might be. And that really is the 6th step, that you use this as a starting point for all your future marketing.
I really tried to break that down as simple as possible and I really try to break that down as simple as possible and I realize it can be a little difficult to envision. So to help with that, let me give you an example using my own marketing, using the actual results I came up with after going through this exercise myself just recently.
I’m not going to give all of the details, but here are the highlights so that you can really get a good sense of how it works.
First of all, who are my ideal clients? My ideal clients are small business owners and professional service providers who have a strong desire to grow their business online. That’s it. That’s who I’m after and the top priority items for my 4 value proposition questions were, number 1, what do I do for them? I bring them targeted business leads from online sources or I teach them how to do it themselves.
How do they benefit? They get more and better leads for their service business or for their product sales and that directly contributes to their top line revenue, very clear and very powerful benefit.
How am I different? I provide a complete end-to-end lead generation system which includes upfront strategy, web design and the Google PPC and SEO campaigns on the back-end. They’re going to bring in the targeted traffic. I’m also an MIT-trained, professional engineer and marketer. Those are key distinctions that provide a lot of value for me when I’m working to sell my services.
And finally, why should they believe me? And for that, I have testimonials and case studies from past clients to provide direct proof of what I can do. And then I also have things like my blog, this podcast, our MIT seminars for indirect proof of my expertise and authority, and all of those things help.
I was just telling Kenny just before this call, I have a new prospect I’ve been speaking with recently who came across my website, was doing a lot of research on different companies to work with and watched our entire MIT video that I did with Kenny in Boston last January and just loved it. Things like that are fantastic and it helps people believe that you can do what you promised.
Now after I created those for that value proposition in bullet points, I then had to reframe it into a few succinct sentences and I was able to get it into 4. To me, this is the statement that really gets to the essence of what my business is about and it’s a very brief, very succinct and hopefully very clear. So here it is.
We bring new customers to small businesses and professionals through analytic search engine marketing. Our complete proven system is designed and managed by MIT engineer and marketer Andrew Percey. It quickly delivers new streams of customers even in competitive industries yielding igh return on your marketing investment. We’ll do it all for you or we’ll coach you to do it yourself.
Now, note the essential elements here. It says who my target customers are. It says what I do for them, how they benefit, how I’m unique. It’s very succinct and for my ideal prospect, it should be enough to make them believe that my service is the best they can find.
And one other note on this in my case, I do mention MIT, but other than that, I’m not including the believability aspects directly in the value proposition. Sometimes you can. But what I’m doing instead is for example on my website, I include a lot of trust factors all around my core messaging on the site, testimonials, case studies, my Google partner badge, etc.
My value proposition is exactly what I stated before and that’s what I use for everything. Now I don’t use that word-for-word anywhere because you need to adapt differently to different situations. But that is the essence and I use that to help me create what’s going to be on my homepage, what’s going to be on my landing pages, what my ads are going to say, even what my business card is going to say. It forms the essence of everything else that I do in my marketing and that’s it in a nutshell.
The value of having this value proposition complete and clear in your mind is just tremendous. I’ll know exactly how to introduce myself to new prospects. I know exactly what I need to write to convey what I do and engage my ideal prospects. My Google AdWords ads just about write themselves. And just as importantly, having done all of this, I feel like a great burden has been lifted off of my shoulders because we so often know that our messaging is not a true reflection of the best aspects of our business and is not perfectly tailored to attract new clients that we most want.
So once you do this exercise and get that solid value proposition in place and get the confidence that your messaging focus is again perfect for your business, the feeling you get at the end is just utterly fantastic.
Kenny: It’s renewed energy isn’t it, when you go through this process? It’s as you say, liberates you, lifts that burden of knowing that there’s a lack of congruency throughout your communication and you know now that you are laser-focused and everything you do will be laser-focused with the few being the value proposition, the foundations of your business.
Andrew: And that has just so many benefits. When you have that kind of laser focus, you know what you should not be doing too. You know what you should not be wasting your time on, who you should not be wasting your time going after, the type of advertising you should not be wasting money on doing. The focus helps you really hone in and it just gets you in the zone. It just feels great. I really, really hope everyone listening to this will take the time to do this for your business because you will just reap rewards for a long, long time.
Kenny: And keep doing it as well. I’m about to do it again for my business. Keep doing it because it will evolve over time. You will become wiser to your market. Your market may change as well and you may change and your solutions may change as well. I’d say do it every 6 to 12 months.
Andrew: That’s a great idea, especially these days. With the online world, things change so quickly. If your value proposition is the same in 10 years as today, I’ve got to think something’s wrong. You’ve got to change a lot more than that.
Kenny: Exactly. And another thing and I’ll just remind you that we create a transcript for each and every podcast. So if you’ve heard all of that, that information that Andrew has given there is absolute gold. There’s a transcript waiting for you on magneticconsultant.com. You can go over. You can go download it as well if you want it as a PDF and you can put that somewhere safe and then act upon it and then go through the process because it’s going to really help your business.
I’m about to do it again and I’m going to use the exact steps that Andrew went through there for my business. So I just think it’s absolute gold, Andrew. Well done on that.
Andrew: Yeah. We really do try to make this as usual for you the listener as we can, so that’s why we do the transcripts in addition to the audio podcast. If there’s anything else we can do to help, feel free to leave a comment at magneticconsultant.com or send us an email. We’re always very happy to help.
So with that, that brings us to Question from Clients. And this week, the question I want to answer is right on topic here, and that is: I have so many different services and target markets. How can I possibly come up with a single value proposition?
It’s a great question and the answer is, you don’t have to. You don’t have to just have a single value proposition. You do need a value proposition for your overall business, so figure that out first. Follow the process I just outlined and it won’t necessarily be high level and that’s okay. But you need this first because it forms the bedrock of all the sub value propositions that you may want to create next.
Once you have that, now you can go ahead and list out all the different service and target market niches that require their own more targeted value proposition. Sometimes, some of those can be combined. It makes it simpler. It makes it more manageable as long as they share similar enough characteristics.
Then you can create a targeted value propositions for each of those sub areas. The trick, and this is really critical, is that each of those sub value propositions ties in directly to your business’ main value proposition. You have to have that congruence. This is how you continue to reinforce your brand and play to your strengths and keep your focus.
If you find that some of your sub value propositions have little or nothing to do with the overall business value proposition, then I’m going to humbly suggest that you strongly reconsider whether those services or those target markets really make sense for your business, or if they’re spreading you too thin with too little advantage to your selling.
So that’s it. You don’t need to have just one. Create your main business value proposition first and then create as many sub value propositions as you need, but not more than you need. Remember there’s always power in simplicity too.
Okay, and that brings us on to the Tip of the Week. And Kenny, what do you have for us there?
Kenny: I’m going to go off-topic for the tip of the week because I had a good friend over for lunch recently and he’s a LinkedIn expert. He’s called Mark Williams, known as Mr. LinkedIn here in the UK. He’s a LinkedIn trainer and I was chatting with him over lunch and we then came to our office and he was showing me some pretty cool stuff on LinkedIn.
I was saying to him, is 68 views of my profile over the last 90 days okay or low or what? Where is it? He said, let’s have a look at how many views I’ve had and he have had 2,600 and odd views compared to my 69 views.
Views, if you do it properly, if you have your LinkedIn profile, you have everything within your LinkedIn profile, views can be really powerful because it’s someone coming to look at your profile, they get to see what you do and it allows you then to contact them because you know that they’ve viewed you. You can say, hey I noticed that you viewed me and then something else that you have in common. Then offer them something of value. So maybe you have a report that you thought they might find useful, and so on and so forth.
Anyway, views translate to business. So I said, how do you increase your views? He said there’s a really cool little tool out there and it’s a little bit underground actually. It’s called Autopilot for LinkedIn. So if you go to https://autopilotforlinkedin.com/, it’s a little tool.
Now I will say, for this to work properly you need a premium account on LinkedIn because you can only view a certain amount of profiles and you’ll understand why it’s important to view profiles in a second. So to have a premium account, I think it’s about $60, £40. Then I think this tool is about $20 per month. Now if you’re already a premium member, you’re going to be paying $80 per month, so just bear that in mind.
What it does is you can choose a list of people on LinkedIn and in fact, we’ll get Mark Williams over for an interview on this podcast soon to go into this in further detail. But what you can do on LinkedIn is you can for example, I can go to Andrew’s connections. Say I didn’t know and I can do it – so I’m a first line connection with Andrew. I can download all of his connections on LinkedIn. What this tool will then do is go and view all of those connections in the background while I’m working. So it will go and view them from my profile.
Now what that translates to is for every hundred people you view, you will get, on average 20 people will view you back. So 20% will view you back. As Mark Williams says, views translate into prospects being a lot warmer towards you, and therefore you can contact them with something of value. It is translated into his business growing rapidly since he discovered this tool.
And he said, the funny thing is, he was chatting to a guy about a tool that was similar and this tool that was similar was $1500 per month. He then found this other tool that’s exactly the same, which is $20 per month.
If you want to use LinkedIn, if you’re thinking about using LinkedIn to build some rapport, build some more connections up there, then viewing of the people’s profiles will get them to view you, which will then allow you to contact them in a much warmer way because you can actually say hey, I saw that you viewed my profile and take it from there.
Andrew: I’ll tell you, spending $80 a month to warm up hundreds of prospects automatically sounds pretty darn good to me.
Kenny: Yeah. He says there’s a chap who does it – there’s one thing you probably don’t know about LinkedIn if you don’t know it too. I certainly didn’t because it’s not a platform I use a lot of. So the important parts of your LinkedIn profile are your name, your image – if you noticed my image, I have a red border on it for it to stand out. And then underneath that, I always thought it was your job title so mine at the moment, it says “Founder and CEO at Find the Edge”.
Mark says that’s LinkedIn got you to think it’s your job title but you can actually change that, and that’s your headline. That headline follows you everywhere, and also you should include keywords in that headline. So it should be keyword-rich.
I’ve got Founder and CEO at Find the Edge. That means nothing to nobody. For Mark Williams for instance, because he knows what he’s doing on LinkedIn, his is, “Independent LinkedIn trainer, aka Mr. LinkedIn. In-mail me for free” because he’s a premium member, so he’s reminding other members that they can in-mail him for free.
He’s included keywords there. It looks like it’s his long job title, but it includes keywords as well and it also lets people know what his expertise is, whereas CEO at Find the Edge doesn’t let people know what my expertise is.
Andrew: Kenny, I also have not spent a lot of time on LinkedIn, but you make me feel like I’ve got some pretty urgent changes I should be going to make right now. Let’s definitely get Mark on the show. I think that would be fantastic for everyone and all of our listeners to really hear about everything he can suggest for making LinkedIn work for them.
Andrew: Okay, thanks for that Kenny, and that brings us to wrap this up with the inspiration of the week. Sometimes it’s hard to figure this out for the week, what we really felt inspired us. But this time it was pretty easy.
Last week, a well-known marketing guru by the name of Mike Seddon gave his final webinar. When I say final, I mean final. He was recently diagnosed with incurable cancer and given just weeks to live. This is no joke and in the midst of that obviously life-altering news and all the emotions and fears that go along with it, he decided after a little nudge from his good friend, another marketer Dov Gordon, he decided to deliver a final webinar to share his thoughts about his illness, his pending death, his career and why he’s so fully satisfied with his life, what he’s done that’s enabled him to get to that point even in the face of this horrible disease that’s afflicting him right now.
Very few people I think could ever do something like this and the fact that he not only did this webinar but opened it up to the world and there were thousands of people logged in to listen to this, it was really a once-in-a-lifetime honor. I was so glad that I joined and was part of that.
Now I don’t want to give away any surprises or his insights. I’ll just say that it was a truly inspiring event I’m going to remember for a very long time and it’s lead me to make some changes in my life already. So I will put the link to that webinar on our podcast page for anyone who’d like to go watch it and I highly recommend that you do?
Kenny: Yeah, it was fantastic, and you alerted me to it. I think you mailed your list and I saw it. I got to watch the replay because he sent out a replay. It was so touching to see someone dedicate some of their last hours of their life to helping other people, and the information was so easy to grasp.
And the powerful thing about the information, it’s not the information I haven’t heard it before, it was just the way he presented the information and you just knew what perspective he was coming form. There was also some really wonderful gold nuggets in there and I really thought Dov Gordon did a great job of co-hosting it with him and made some really good interjections as well. It was a fantastic webinar.
Andrew: He did and it must have been very difficult for Dov too, to do something like this, knowing just the importance and gravity of the situation but the two of them together were really fantastic. You’ve got to go watch this and listen to it.
Kenny: You’ve got to go and check it out, and one of the guys we’ve had on the show here, Ian Brody, he’s one of Mike’s good friends as well. He was mentioned in the webinar and I’ve had an email from him recently thanking me for mailing my list about the webinar. It initially came from you Andrew, so thank you for mailing your list for the webinar.
Andrew: You bet for things like this, we’ve got to help people find out. Right now, we’re trying to do that again. That webinar is going to be available forever. We’ll send you the link. That doesn’t mean you should wait forever. Go see it now and you’ll be very happy you did.
Kenny: Just in case you can’t get to our website, what’s the URL for that? It’s on Dov’s site isn’t it?
Andrew: There’s one on Dov’s site, which is the one he promises to maintain. I have from me the direct link to Mike Seddon’s site, and that is https://internetjetstream.com/the-last-webinar/. That gets you right to it.
Andrew: Alright Kenny, great show today. What do we have on tap for next week?
Kenny: We’re going to be talking about why it’s important to know your ‘why’ and how to get to know your ‘why’ as well. I think that was kind of really prevalent in the webinar we’ve just mentioned as well.
Andrew: It was and this will also tie in to creating your value proposition because if you don’t know your why, it’s hard to really figure out what your value is. We’ll get into that next week too.