Two of the Most Valuable Skills I’ve Ever Learned

“What are the top two skills you’ve intentionally developed that have benefited you most?”

It’s a great question, and I had a hard time narrowing down the list. But two skills stand out. 

That’s because both of these skills impact everything I do in my business. And it’s not just me…

To get your audience’s attention, attract more customers, and make more sales, these are two of the most valuable skills you can learn…   

Tony College asked me about the top two skills that I've intentionally developed that have significantly benefited me in life and my career. After a lot of thought, I identified two that might, in essence, be one. Firstly, there's copywriting, which involves effectively communicating to people in a way that piques their interest and persuades them to buy what you're offering. Secondly, there's positioning, which pertains to how you are perceived in your industry, whether it's by your clients, potential clients, partners, or other influencers.

I've learned the hard way that many people make the mistake of believing that others genuinely care about what they are discussing. To be successful, you have to channel your inner teenager – you know, the one who rolls their eyes because you're just so boring. Remember, your prospects, your social media followers, they don't care. They're too busy, and you're merely an interruption. So it's not about making them feel bad, it's about impressing upon you the fact that you have to earn their attention and trust. Every line of every email you send must pull them deeper into your story.

The key to all of this is understanding your Most Wanted Response (MWR). Every time you share a piece of content, you have to know what you want people to do and how to guide them from grabbing their attention to pulling them into your narrative. It's all about showing them why your offer benefits them, leading them down the path to click where you want, and doing what you wish them to do. And above all, you have to convince them why it's crucial for them to drop everything – even with their kids screaming in the background, their spouse needing their attention, their parents needing help, or their community needing them – to pay attention to your message.

This is the essence of marketing, and it's something I've been working on for over a quarter of a century. Until you can pull someone into your world, get them truly engaged, persuade them to click and pull out their wallet to buy from you, you won't achieve the life, business, and impact you desire. This applies to all copywriting tasks, whether it's writing emails, sales letters, scripts, or just speaking extemporaneously.

The other skill I've developed is positioning, which is closely related to copywriting. It involves determining how the world perceives you. I always want to be seen as a top-tier teacher, trainer, consultant, and coach, helping people build their businesses. To achieve this, you need to step outside of yourself and see how you're perceived by others. Everything you do either enhances or detracts from your positioning, so always keep an eye on the messages you're sending out, how you're showing up at events, or on broadcasts.

In summary, over the years, I've developed a lot of skills, but copywriting and positioning have been the two most significant ones. So let's go and apply these skills this week.