February 26, 2022

Two Kinds Of Want

Potential clients will often reach out with a pretty specific ask for something they “want”.

For example:

• “We want you to add a customer portal to our website.”
• “We want you to ghost write a forty page white paper for our CTO.”
• “We want you to shoot headshots for our entire board of directors.”

These types of “wants” are for deliverables, not outcomes.

Clients never REALLY want deliverables.

What your clients REALLY want is some business outcome that they believe (perhaps wrongly!) the deliverable they asked for will unlock for them.

Here’s the thing...

If you can push past the DELIVERABLE they asked for and get to the BUSINESS OUTCOME they actually want, then you’ll have a much better chance of increasing your income.

Yours,

—J

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