What is business?

Business is commerce. It’s transactional. It’s the exchange of currency for goods or services.

To operate a business is to engage in commerce. Commerce is the act of buying and selling.

So if business is the exchange of currency for goods or services, what then do you need?

You need one of two things:

1. Goods
2. Services

Pick one or the other (or both), but you must pick something!

You must sell something.

Buying and selling.

Step 1 is to create something people can purchase. Later on, I’ll ask if you have something to sell—and I seriously do want your reply to this email!

Step 2 is to sell. How do you sell? You sell with words. It all starts with writing. Everything starts with writing. You always sell with words. It doesn’t matter what form the words take. They can be written in a book, in an email, on a web page, spoken in person, on the phone, or on a podcast.

Words have the power to move people.

Why are you still reading? Because this is a topic you’re interested in and you can relate to what I’m writing about. Your audience is the same. If you can learn to write in a compelling manner, your words can move people to action.

Writing Bridges the Gap

You have something of value.

  • Maybe you have a service.
  • Maybe you build websites.

What kind of an impact could you have on someone’s business if you built them a new website that increased sales and helped them share their message more effectively?

  • Maybe you sell beauty products.
  • Maybe you sell an online course.

People can benefit from these things!

Your prospects are uncertain. They have fears, inhibitions, struggles, and unknowns. They’re wondering and worrying about many things.

It’s your job to first uncover their fears and worries, and then bridge the gap.

How do you bridge the gap?

Writing bridges the gap.

Writing is how you tell stories.

  • It can take people on a journey.
  • It can help people relate.
  • It can reassure people.
  • It can solve problems.

You use writing as a tool to guide people on the buyer’s journey.


The Buyer’s Journey

Everyone is at a different place along the buyer’s journey. Some people have received a lot of value from you in the past and are considering purchasing from you. They know your track record and you’ve built up trust with them.

Others aren’t quite there yet.

There are different stages along the buyer’s journey with different challenges at each stage.

Think of each stage as a platform. In between each platform is a gap. To make it from one platform to the next, someone has to take a leap.

Leaps are scary. Most people won’t take leaps.

Think of writing like a bridge between the platforms. Writing bridges the gap from one stage to the next.

If you’re selling your services, an early stage of the buyer’s journey might be a client who is considering your services. They don’t trust you yet because they don’t know you or your past work.

By writing case studies geared toward the prospective client, you help bridge the gap between uncertainty and trust. Now they see your track record and expertise.

Similarly, someone might be unsure as to whether your product or service solves their particular problem. If you sell an online course for filmmakers, a common question might be, “Is this course for beginners?”

You could answer that FAQ with a simple “Yes,” but that’s not very compelling. Instead, tell a story about one of your past students who was a beginner. (Don’t have past students yet? Try running a beta group!)

Keep the ultimate goal in mind. We’re trying to grow a business here. Business is commerce. Growing a business means increasing commerce. Commerce is selling. That means you need to sell more.

This is the part people miss. You can’t just create case studies. You can’t just tell stories of past students. Yes, do these things, but you must do so in a way that moves people closer to the action you want them to take.

You have to provide value. You have to give away value up front.

What does that look like? What is the buyer’s journey? What does providing value look like?

Listen to this 90-second clip:


You Need Something to Sell


But of course none of this works unless you have something to sell.

Don’t get caught up in trying to grow your business if you don’t even have a business yet. Are you selling something? If the answer is no, you don’t have a business!

You have to have a business if you want to grow it. Like we talked about earlier, business is commerce—the exchange of currency for goods or services.

What are you selling?

TRIPLING Annual Revenue

I’m going to assume if you’ve read this far, you have a product or service. You have something to sell.

I’ve got a little series for you here, and coming up I want to show you a chart of my annual revenue that I’ve never shared before (it goes farther back than I usually talk about).

I want to show you the point where my income TRIPLED and exactly what changed.

But don’t continue to the next page unless you have something to sell.

I’m serious! Triple a zero. Try it. It’s still a zero! There’s no point in going to the next page if you have nothing to sell. Close the tab and go work on your product or service if you have nothing to sell. I’m not interested in helping you triple zeroes.


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