It doesn’t help if the surgeon walks in and tells you about how he’s spent a lot of his time lately learning how to be a plumber and how he wants to open a little side business because he wants to diversify his skills and revenue streams, and he’s looking for new clients (i.e. you)
No. You don’t need him to be good at anything other than surgery. You don’t need him to sell you anything other than surgery. You don’t need to think that he does anything other than spend all of his time being a really really really good surgeon.
It helps you if he helps you believe that all he does is live and breathe surgical procedures.
Plain and simple.
The plumbing side business maybe TRUE, but it’s not USEFUL.
You don’t need to know all of the surgeons gifts, talents, interests, strengths and thoughts when you’re the one on the table.
It’s very important that the surgeon communicates and performs ONE thing very well.
“The plumbing thing is great, and I’m sure you love rock climbing and cooking too, but right now absolutely none of that matters to me and in fact it’s confusing and causes me to question the one reason I’m here to see you.”
Stop trying to tell so many stories.
Your audience and potential audience need you to tell one story very well. To be one thing very well. Consistently. Over and over. So they can develop trust and comfort with you.
I know you have so many stories and sides of yourself that you want to share at your live show and through your PR campaigns and social media and your career.
But slow down…be one thing first.
If you will be a great surgeon and fix me, and help me believe you’ll fix me, I’ll love you forever and come to you every time and give you all my money.
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I’m always interested in your perspective, whether affirming or dissenting. Continue the conversation anytime: gabethebassplayer@gmail.com