Steve Rosenbaum from Flawless Follow Up set up his B2B Hub platform and in just minutes was generating leads and capturing more data than ever before! “B2B Hub is absolutely insane. I just got the platform less than a week ago and got 139 leads and a 43.57% conversion rate.”

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Over the years I’ve been privileged to meet and interview a whole bunch of amazing entrepreneurs, people like Bill Gates, James Dyson, not that he’s an entrepreneur, but even the Dalai Lama. And I’ve heard it said that entrepreneurs are amazing risk takers.

I don’t believe that entrepreneurs are amazing risk takers. I just believe that they are better able to analyze the facts. Everyone else is governed by fear. And as my mother likes to remind me, every now and then fear is an acronym. It stands for false evidence appearing real.

So next time you’re presented with an opportunity, I want you to think like an entrepreneur, I want you to analyze the facts. I want you to de risk it, and I want you to stop being governed by that terrible word fear, because most of the time fear stands for false evidence appearing real.

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Did you know that the wrong content delivered at the wrong time can actually do you more harm than good?

I’m talking about the client journey from stranger to suspect to prospect to client, if it’s a stranger, don’t try and tell that stranger how you can help them talk about their headaches. Now the suspect is suspicious, they don’t quite believe that you can help them yet. So there’s no point talking about ROI or benefits or features.

Instead, share your process, share your path, explain how you’re going to get them from A to B, when someone has moved on from a stranger to a suspect to a prospect, then you can talk about the ways that you can improve their world. And finally, when somebody becomes an actual client, then you can talk about their bigger desires.

So when someone’s a stranger talk about their headaches when they’re a suspect, talk about their obstacles, when their prospects talk about their aspirations. And when they’re a client talk about their desires.

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Are you thinking of using a quiz as a way to generate leads? Please do not do this.

Now this is especially true if you’re in the b2b space. Maybe you’re a consultant. Maybe you run an agency. If you sell knowledge and expertise and you’re thinking, You know what, I’d like to try running a quiz as a way to generate leads and pre qualify leads. Please do not call it a quiz. It sounds really frivolous, and like it’s probably going to be a waste of our time. Don’t call it a quiz.

Instead, try some of these words diagnostic checklist, or even a pre qual diagnostic and checklist. If you selling a complex product or service it pays to let people know that you are serious that you are commercial that you are in the business of doing business.

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I was just speaking to a client of mine and they’ve got this great new idea for a startup the target audience is a horse trainers. Now, this is a business that’s involved in a professional services industry already.

But they’ve seen this opportunity to create something, there’s a gap, the markets there, be very easy to create an MVP. My recommendation for this person who’s on the fence was this. Make that audience the focus of your core business, so that you can build the list. Build the list of that audience so that when you are ready, if you do still feel like it’s a good idea of the Passion still there.

You’re not going to launch the crickets. Build the audience, then launch do not go by the Field of Dreams approach. If you build it, they will come no build the list, build the audience. Then you can test ideas with a captive captive audience and you won’t be launching to crickets.

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I don’t know if you’ve noticed this, but most business owners that sell a complex product or service really struggle to vet down their target audience.

If you’re looking a way to really dial this in here’s little test that we call the doctor on the plane test. Now, if you jumped on a plane and you said, is there a doctor on the plane, the doctor puts up their hand and the Doctor of Philosophy does not put up their hand.

People who are doctor know who they are, they put up their hand. If you jumped on a plane and you said, Are there any purpose driven socially focused entrepreneurial leaders on the plane? People just kind of look at each other funny.

So does your target audience satisfied the doctor on the plane test? If you call out their name? Do they sit up and pay attention

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