Clearing The Fog

Hi reader,

Fog itself can’t hurt you. It can’t suffocate you. It can’t swallow you. It can’t fight back. Yet fog is creepy. Terrifying, even.

There is a reason why you see fog so much in horror movies. It’s not because the fog itself is scary but the uncertainty the fog represents. Three feet in front of you could be a horrible financial investment or the best purchase of your life. But you’ll never know because of the fog, that is unless you decide to walk through it.

There are two lessons in this. One for yourself and one for your future marketing endeavours.

For yourself, you need to let go of certainty. You need to be comfortable living knowing not everything will happen as you pictured it. Entrepreneurs struggle with this, we want certainty behind every move we make but it’s not possible.

If you wait until you know the answer, you will live life standing still.

For your marketing, you need to know customers will not move into a fog. You can have the best service in the world but if they aren’t sure you’re the answer to their problems they will not pay you.

Build trust, provide a lead generator, create a how-to guide, share tips, create videos - remember the more you share, the more trust you build.

A customer will not walk through the fog if they feel the other side is too dangerous or not worth their time. But, if they feel the other side of the fog is their escape from the problem they are facing they will walk through that fog in hopes of reaching the other side.

Hope this email gave you a little more insight than what you had before reading it.

Client Capital