Band-Aids and Your Business
Ever notice how Band-Aids are kinda magical? Put one on a skinned knee, and you can watch a kid go from meltdown to playground in about 5 seconds flat. The funny thing is, kids aren’t the only ones who feel better when they get a Band-Aid. Your customers need one too (even if they won’t admit it). Here’s why…
So I was just talking to my friend Ryan Levesque, and we were talking about Band-Aids.
So we both have children, mine are a lot older than Ryan's, but when you have a child and they fall down and they skin their knee, they get their inevitable skinned knee, then one of the most important things is first of all, your reaction.
Like if you panic, they're going to panic. But if you get past that first reaction, and say they actually have skinned their knee, maybe there's a little bit of blood there, not a huge catastrophic injury, but what's the one thing they're going to want? Most kids will want a Band-Aid, and you as a parent, the best thing you can do is go get a Band-Aid, and put a Band-Aid on that skinned knee. And miraculously, a lot of times this will help your child calm down.
Now you and I know that if you have an abrasion or a cut on your knee, putting a Band-Aid on it doesn't take away any of the pain. It doesn't heal the wound – it doesn't make it better. But for children when they're young, you're doing something for them, and that, for whatever reason, that gives them comfort, and that takes them out of that panic mode.
So we're walking around in businesses and we are offering solutions to our clients and our prospects. And a lot of times they're looking for a Band-Aid. They're not looking for the real fix, they're not looking for the cure, they're looking for one boom, quick thing.
You can see this a lot. A lot of times one of the most common questions I get is, “Jeff, if you were starting all over again, what would you do?” Or, “Jeff, what's the one secret to success? What's the secret to success in business? What was your one secret?” And the reality is that there wasn't one secret. You know, it's like I showed up and I worked really hard for more than 20 years, that was the secret. But people are looking for that Band-Aid.
So I want you to think about this on two different levels…
First of all, when you're selling in your market, even though I know you, the people watching this, you're going to want to actually help people, you're going to want to solve the problems in their lives, you really want to make their lives better. So you're going to want to offer the real cure, the real solution. And oftentimes that real cure or that real solution is a lot harder to swallow. It's a lot more work, it takes more time, it takes more effort than a simple Band-Aid.
So if you are in this business of whatever business, whatever you want to call it, I like to call it the wisdom business. You can call it the information business, the experts business, the knowledge business. But if you're in the business of helping people, either through coaching or training or teaching, people are going to want to buy that Band-Aid. But I think that ethically we need to sell solutions, but you have to package it up like a Band-Aid. You have to offer the Band-Aid, at least as you're getting to know people, as they're coming to your website and they're starting to consume your content and they're opting into your page. You have to offer some type of a Band-Aid before you can actually offer the cure or the solution. That's just reality. So that's number one.
Then the number two level I want you to think about is, in what area in your life are you just looking for Band-Aids? Where you're not digging deep, where you're not going deep, where you're not going after a mastery, where you're looking for the quick hack. Where you're looking for the quick Band-Aid, the thing that's going to make you feel better. Maybe you're even hiding behind that Band-Aid. Maybe you're thinking, if I can just find this one Band-Aid, then my life's going to be perfect, my business is going to take off, it's going to explode, I'm going to make a million dollars. So where in your life are you just looking for that quick Band-Aid? Are you bouncing around YouTube just looking for a quick Band-Aid? Are you just tuned in to the latest Instagram or the latest Facebook Live looking for that Band-Aid, or are you buckled down looking for the real cure? Looking for the real mastery, looking for the real strategy that's going to work for you and your business?
So Band-Aids, they're an interesting thing. They can help calm that fear, they can help calm that short-term terror in your child, so they're a great tool for that. But you don't want to rely on that, you don't want to spend your time looking for Band-Aids. Spend your time looking for cures.
I'm Jeff Walker. Wherever you're watching this, scroll down, leave a comment for me, and let's go get ‘em this week.