Crack your own foundation

Make a damaging admission about your business up front. Tell the truth about something that puts you in a less than flattering light. Say something your prospect doesn't expect you to say.

For example:

"I help my clients build considerable wealth, but my system requires consistent disciplined investment over time. I don't do well with clients who want to give me all the responsibility over their money. Realistically, there's only so much I can do if they're not going to budget and save on a regular basis."

This marketing tactic has two very powerful effects.

1. Cracking your own foundation pre-empts doubt.

Remember the marketing discount rate? If you make an outrageous claim, you kick it to 100 percent. But if you say something negative, problematic, or unflattering about your business, you can lower the marketing discount rate to almost zero.

If you'd tell the truth about that, your prospect reasons, you're probably telling the truth about the good stuff too.

Just like the construction workers at Princeton Friends School, you crack your foundation before forces outside of your control crack it for you.

2. Cracking your own foundation focuses your prospect on the negative you choose to highlight.

Notice that the negatives I gave as examples weren't entirely negative. In fact, prospects are likely to interpret them as positives.

Think of the damaging admission as a tool that helps your prospects qualify themselves. You're saying, "Because of this problem, my product or service isn't for everyone. You have to be willing to accept this tradeoff in order to be happy with it."

Larry Potter

http://budurl.com/nn8h

www.ATicketToWealth.com