Your credentials get you the job. Your message gets you chosen for it. In this episode, Alan tells the story of two accountants with identical backgrounds and opposite results — one price-shopped, one with a waitlist — and the three signs that you’ve got a Messaging Gap. Then he hands you the Customer Mirror: a ten-minute exercise that shows you whether you’re writing for yourself or for the person who needs you, plus the one-sentence rewrite that changes how people respond.
This week’s Small Action: Run the Customer Mirror on your most visible marketing — swap every “we/our/I” for “you/your” and read it aloud. If it falls apart, you’re talking about yourself. Rewrite your first sentence so it describes your customer’s world. That’s the next piece of your Fan Plan — the plan every FanMaker builds, one small action at a time.
Resources mentioned:
– The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/
– Join the Attract Raving Fans community: https://attractravingfans.com/become-a-member/
Next week — Episode 7, “The Experience Gap” — the one moment in your service that turns a satisfied client into one who talks, and how to build it on purpose.
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