EP44: 2022 and Beyond

Here we are, my friends, at the end of December 2021.

How was your year?

Was it the year you envisioned it to be?

Was it better?

Was it worse?

Does it deserve a Do Over?

It’s ok.

Your secret is safe with me.

And don’t forget…

It’s not so much a matter of whether you achieved your goals or not; instead, it’s more important that you learned something and know what to do to make it better.

Truly what more can we expect of ourselves?

Before we know it we will be stepping into 2022 with our eyes wide open, full of possibilities.

Right now…

Right now is the time to start making all your dreams come true.

Oddly enough, if you're wondering how to do that, we must remember that OUR dreams are linked to OUR customer's dreams.

What matters most is your customer's dreams.

They are the ones reading your copy, engaging with your emails, scrolling all the way down your web page, and yes, they are the ones that purchase your products.

So why would you concentrate on anything other than them?

You shouldn’t!

So when you’re looking at your copy, emails, and web pages, look with discernment and understanding.

Look at them, through the eyes of your customers (whether money has changed hands or not).

Would YOU keep reading, engaging, scrolling, and purchasing?

Is YOUR information interesting?

Does it REALLY matter to THEM?

Do they…

Need it?

Want it?

Desire it?

Just have to have it?


Is it just a good read?

Before you ever write or create anything, ever, you MUST already know the outcome.

I mean…

If it is to purchase a product, ask yourself…

What do my people NEED to believe that will get them to buy.

Then ask…

For each thing they must believe, what can I say that will help them transform their current belief?

You see we’re working our way backward.

We keep working our way back until we arrive at the problem (our product/training/thing solves).

We SHOULD already know what they are struggling with.

And we should already UNDERSTAND the pros and cons of fixing that thing.

So we need to take them on that journey. The one that they ALREADY want to go on.

Where they end up at their goal of that problem being fixed, and their world is once again spinning correctly.

Image by Andrea Piacuadio

They are doing the “oh yeah, oh yeah, oh yeah” dance, all smiles.

Most of the time we see marketing pieces that just tell us what’s for sale, and that it’s the best thing ever. It solves all our problems and it’s on sale for X number of days.

No one wants to take us on a journey.

No one seems to REALLY care about the customer, and his or her real needs.

If you haven’t, then I suggest that you start thinking MORE about your customer's needs, about how you can fulfill them, and you can do that, by taking them on a journey of discovery.

I promise…

If you only do one thing in 2022, that is what should be done, because IT is what people want.

They want to be understood.

They DON’T want to be sold.

Do YOU like being sold?

I know I don't!

If YOU can show your customers, you value their time, and craft your message to them, in a way they can understand, and appreciate, they will read, engage, scroll, and even purchase.

REMEMBER, it ALL starts with THEM in mind.

We are ALL in business to make money. To pay for our mortgages, cars, vacations, and all our other bills.


We cannot take the money.

They need to freely give it.

They will, when they believe YOU can deliver on your promise.

Let them get to know who YOU are.

Throughout your writing, let them see pieces of who YOU are.

Let them get to REALLY see who YOU are.

Let them feel the pain YOU went through trying to overcome your struggles.

In doing so, they can acknowledge their pain as well, and you will be a kindred spirit with them.

They may even feel like they understand you too.

We WANT our customers to be our friends.

That only happens when we show them, who they can be on the other side of their struggles, through the messages of hope we write.


My friend!

My hope is that this NEW YEAR will be your best year ever.

This ends another podcast.

Until next week…

Be safe, be healthy, be strong.

Bye for now!

James Brown Image

James "Moving Forward" Brown

P.S. - In the event, you DO find that once an episode has been produced and posted, that YOU really would like more information, just let me know. Use the Podcast Questions link, click on the link here. Or you can just leave a voice message here.

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