This is a follow up episode from two days ago. I want you to listen to this and empathize with your clients' inner world when faced with the decisions you help them make.

To summarize, I'm finally ready to buy a new AC machine. It's been an interesting experience navigating a world I have no knowledge or experience about.

Luckily, I have a friend who is an HVAC expert. He's been my trusted advisor.

And if it weren't for him, I definitely would have ended up making the wrong decision (or completely guessing about which one was right for me).

Now, remember also that this is a one-off scenario. But your clients have to make all kinds of judgement calls about their marketing every day. Often, they have no way of knowing whether they are making decisions until it's much too late.

That's why it's so valuable to be a neutral advisor to your clients. And if you're going to do that, whether you sell implementation or not, you need to act in their best interest.

Even if it means short term sacrifice to you.

Otherwise, you're just like the first sales guy spoke to who wasn't really trying to fit me with the best possible option, but instead the one that made him the most money.

(I know you're not like that, of course.)

Yours,

—k

8. How it feels to buy trustworthy advice (part 2)