The money is in the message is true
Not the list, the money is in the message.
We are told all the time to build a list, the money is in the list.  But you cannot build a list if you don't have a clear message.   So I say the money is in the message.  If you do not know what you do or how you help people, no one is going to understand exactly what it is you do and won't buy from you.    Get the message right and you will have people falling over themselves to work with you.   You will get the right client wanting to work with you.

I have a real bee in my bonnet about getting the message right.   When I work with people who are afraid of speaking in public, the fear comes from not really knowing what to say.  They get tongue tied, the worry about forgetting what they are supposed to say and avoid ever speaking in public about their business.

The first thing I do with every client I work with is ask them what they do.   Not what they are, what they do.   People have to understand exactly what they do, they need to know the core of the work they do and the problem they solve.   People love to have their problems solved.  They want to spend money on a solution, and yet the first thing people say when they stand up to talk to people is list all their qualifications, list all the things they do and never tell people what problem they solve.

If you are one of 3 or 4 Accountants in a room, then telling people you are an Accountant is not going to get them listening.   Telling them that you create calm in their office when the accounts are due, people are going to listen and take notice.

Give people what they want.   Give them a solution to a problem they need solved.  They you will understand that the money is in the message, not the list.

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