same product, same rates
The client had been with the other agent for a decade. He still won the account.
An insurance broker in my program went up against another agent for an account.
Same product. Same rates. Same client.
And that client had been with the other agent for a decade.
What's the likelihood they switch to my client?
Probably next to zero. Somewhere between winning the lottery and a teenager cleaning their room without being asked. (If you've ever tried to pry a client away from somebody they've used for ten years, you know.)
He won it. (Cue the Jerry Maguire music.)
A multi-thousand-dollar account that renews, on his messaging alone.
The client even told him why. "We just felt better about working with you. We felt like you understood our needs."
His offer was the same as the next guy's. His rate was the same. He had ten FEWER years with that client. The only thing different was his language.
So why am I telling you this? You're not an insurance broker. (Unless you are. In which case, hi! Welcome. You're in the right place.)
Because the same thing decides who gets hired in creative work, and most of us never think about it.
We think the portfolio wins. Better samples, better gear, better everything. A new lens will fix it! (It won't. Ask your credit card bill or your spouse.....)
But the creative who sounds like they understand their client gets hired even over somebody with a better portfolio.
Clients buy an outcome. Nobody's lying awake at night wishing they had a cinematic brand film.
They're thinking, "We need to build more trust with our market." Or, "We need our marketing to bring in more clients."
When your bio says that back to them, in their words, it feels like you're reading their mind. They trust you before you ever get on a call.
And people who feel understood don't haggle.
When your offer and your price look like everyone else's, the client hires the one who sounds like they understand them.
The good news? You don't have to invent anything. You start with the client, not with you. They've already handed you the words. In their DMs. In their emails. In the way they complained on your last call, or online.
So try this before your next post goes up. Open your last three client emails or DMs. Copy out the exact phrases they used for what they're frustrated with, what they want, and what they're worried about. Their words, not your cleaned-up version.
Then put ONE of those phrases, word for word, in your bio as something you help them with. Yes, you're stealing from your clients. It's the one time that's encouraged.
Want to rate yourself? Ask two things.
Do your bio, your website and your posts use your client's exact words?
Could you clearly describe what your ideal client is frustrated with, what they want, and the dream outcome they're hoping your work will bring them?
Yes is green. Kind of is yellow. And I'll be a little harsh here. If you don't know, you're red. (Honestly, my friend, I'd mark this red for most people. Most of us have never written down the exact things our clients say.)
Tuesday was about choosing your person. This is what you do once you've chosen.
Hit reply and send me one phrase a client actually said to you. Their words, word for word. I'd love to see what you find!
Jonathan "take my money" Ray
PS. I wonder what the ride home was like after my client won out over that other agent. I'm guessing pretty quiet.....
