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Are you Embracing The Power of WHY?
If you’d been standing delivering a two hour talk to 22 holistic nurses in Detroit, on a topic you were passionate about, would you be curious what they got from your talk?
Their answer will surprise you.
How much more curious would you be, if for the first time ever, you’d physically delivered the talk from the other side of the world in your lounge room via Skype?
This is the power of technology and was my reality last week.
But would you like to know what they shouted out when I asked them “what’s the one thing you will be taking away from this talk today?”
I could see them on the tiny screen all light up like Christmas trees as they shouted out “its the apple!” – “its all about the apple!”
They weren’t talking about computers – they were talking about a real apple.
But wait you say, what would a talk on practice building have to do with an Adam and Eve kind of apple.
Well I have to take you into some advanced speaking theory to explain the power of WHY, so you can understand what happened.
In my classic free talk model I teach you to deliver a simple, basic talk that will involve your audience.
In your first encounter with an audience, all you are trying to achieve is some resonance or put another way, you are beginning the journey of making these people friends. In the analogy of the marketing train, at a free talk, you have pulled into their station and you have the door to the carriage open.
No amount of hard sell will get those people on your train if they don’t want to go. You might get them on but they will bail at the next station.
The one thing that gets people on your train quicker than anything else and riding to the end of the line, is to show people the higher vision in whatever they are trying to achieve or in what is giving them pain at this time.
Enter the apple…….
What I asked these amazing nurses to do was simply consider what might happen if during the course of their work, no matter if they had a business or were in a more traditional nursing role, what might happen if they encounter a Mum who hadn’t had the luxury of good education and was currently filling her kids lunchbox with chocolate bars and crappy food that was causing behaviourial issues in the child.
They did that easily of course because every day they clean up the results of people dealing with health issues that could be easily eradicated with the right advice.
Then I asked them to tell me what sort of illness that child would have thirty years on, if they continued to eat that chocolate bar every day of their school life?
That was easy for them too. In fact I had trouble stopping them shouting out the diseases and symptoms that child was likely to develop in latter life such as diabetes and acid reflux to quote some of what was coming back down the Skype line to my living room.
Then I asked them to consider what might happen, if they inspired that Mum to simply put one apple in their kids lunch box every day instead of a chocolate bar? What if the Mum saw instantaneous changes in the child and then went on to learn more about how food effects children? What if that Mum got so inspired she eventually completely changed the way all her family was fed during the formative years of their life?
Even though I was across the other side of the world, I could see them “get their WHY”.
WHY they are so passionate about what they do is not about today’s results, its about the knock on effect the amazing work they do has on the future.
Their WHY also clearly allowed them to see why they needed to stop selling their modality and start promoting the real reasons why people really want to work with them.
Your work will invariably have the same ripple effect
But when I ask people WHY they really want a small business and WHY they got into the natural therapy industry in the first place, most will answer “I want to make a difference”.
Sadly what happens is, things get hard, marketing gets tiring, there never seems enough time in the day and well there are a thousand reasons why we don’t fully show up and make our business a roaring success.
Even the most heart based people will disconnect from the difference when it comes to marketing their business.
Sadly altruism alone is not enough to drive natural therapists over the fear humps, but their WHY will.
Just last week one of my one on one VIP clients knew she was being a bit whimpy and was seeking greater motivation to do her marketing activities and all that dreary stuff that needs to be done to allow your message to intercept with potential clients.
I stepped her through a very powerful WHY exercise, that had nothing to do with writing blogs or newsletters or networking or going out to do free talks to small audiences – non of those mundane things. We simply took a look at what could happen if a potential client missed the opportunity to interact with her because she hadn’t done the marketing activity that was destined to connect her with this client. Clue: the client was going to stay in pain and wasn’t going to be a very good place, nor were hundreds of other people in her life.
My client wept as she realised exactly what she was really doing for humanity when she worked with a client.
If you don’t weep, if your heart doesn’t ache when you consider what you deny people by not showing up fully, if you can’t get to the space where you would openly do whatever it takes every day, simply because you know WHY your work is so important, then you haven’t as yet identified your WHY. Because when you do, you will never hold back the gifts you have been given to share with the world.
That’s the apple effect.
I believe the reason most natural therapy businesses fail, is because most people never encounter their WHY.
Without the driving force of the “apple effect”, they will never be compelled to jump over the fear humps such as learning to speak, and doing talks to small groups that will ultimately get them the clients.
The WHY in your message, is why speaking is such a powerful way to grow your business. But you need to know how to unpack your WHY for it to be powerful.
Most treat the apple effect as an advanced speaking technique, but I believe it is so important and so key to your success that I teach it in my new Speaking Basics course.
If you are ready to further tap into your WHY and find out how you can create the apple effect for your potential people, then I’d recommend you sign up for my one day Speaking Basics training today because the early bird pricing runs out soon – more info here
Once you know your reason WHY – you are compelled, actually you can’t stop yourself wanting to share your message with others …..no matter how uncomfortable it makes you.
To find out how – register here
You don’t think this didn’t scare me witless!
This is literally and figuratively my Apple – this is what I saw as I stood delivering to the nurses in Detroit Michigan. If you look carefully you can make the people out in the image on the right hand side of the big screen.
The blankets and towels are to deaden the sound so it didn’t sound like I was presenting from inside a tin can.
The risk factor of something going wrong was extremely high – but Pam Sadler, the President of the Michigan Holistic Nurses Association and I both know WHY it is important that their nurses have thriving practices – its because of the difference they make to humanity.
Even if only one nurse sees one more person next week – the nerves and risks were all worth while. When was the last time you scared yourself witless in the name of making a difference?