“The modern world, in fact, can be viewed as a prodigious conspiracy against mastery,” writes George Leonard, in his book Mastery: The Keys to Success and Long-Term Fulfillment. “We’re constantly bombarded with promises of immediate gratification, instant success, and fast, temporary relief, all of which lead in exactly the wrong direction.”
We agree. Which is why our uncovery process is designed to help you, if not master what you know, at least know what you know and how you can profit from that. And to give you a clear path toward understanding, which is the among the first steps in mastering your power and message.
Most of our clients want to write books about what they do in their business â€“ they want to share their experience, their methods and their step-by-step processes. But often they haven’t thought these things through.
Here are some of the first questions we ask our clients to answer, during our uncovery sessions:
What are you selling?
(All of the above should actually be part of your book.)
What are the big factors you need to consider for these?
- Alignment. (How is your message aligned with what you see as your goal?)
- Freshness. Has this been written about before, and does how you approach your subject differ from how others approach it?
- Sizzle. What’s exciting about what you do?
- Snap. What’s entertaining about what you do â€“ that is, how will people respond to what you say?
Who are your customers? This is important. Are they general readers? Are they people who buy for others? Are they retailers? Are they the media? Then ask these questions about your readers: how many of them are there? What is their felt need (as it applies to what you want to tell them). How do you reach them?
We’ll continue to explore this in our next post. But consider these questions: they’re not easy to answer. Each one of them often takes a lot of effort for a client to articulate.
What is it that you are selling? Can you identify it?
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