The Magic Is in Being Trusted

When we met at a mastermind, he was so humble. I was surprised to find he is not a small operator, but rather one of the biggest names in his space. I joined a webinar with him to learn and see him work. I did not expect this reversal.

When the host opened it up for questions, the webinar went quiet. It usually does. I asked mine. Something like, "You build business by recommending what you trust instead of selling. If you were going to sell my offer, how would you do it?"

The host jumped in. "Start by telling him what you do."

I started to. He cut me off.

"No, no. I remember meeting you. What you do is amazing."

Then he started riffing on why. I stopped talking and started taking notes. This was a person I had gotten on to support, and he was selling my offer better than I do.

He said what I do helps people write and publish a book, but that is not really what it does. What it does is create a brand new platform. The book becomes a lead magnet. It acts as a separator. It pre-sells the service before the first conversation.

Then he kept going.

"Look at Tony Robbins, look at Joel Osteen, look at everybody. The book pre-sells your service. Yes, you pay money upfront, but in the first year you usually get it back. And then forever you get a lead source, and you never look back."

Then he said the thing I did not expect.

"Why didn't I have a book before this? I spent a lot of time being hidden. I didn't care about a personal brand, and that worked for me. But my life changed because I am helping other people now, and that means I need the authority. Someone asked me if I had a book, and I didn't. Imposter syndrome. Who's gonna want to listen to me? But I just had to drink the Kool-Aid and do it."

I sat with that for a minute.

Then he said the part I keep thinking about. "And you know what? I'm thinking of writing my own book. And I'm coming to you."

That is the moment that stayed with me. He was not being sold. He was recognizing.

There are many ways to sell, but the magic is in being trusted.