Today I had the great privilege of seeing the Air Ambulance crew do their 'Thing' up close, rescuing someone from an island in Poole Harbour. And it made me think about how having emergency services like this crew are so important as you just never know when you will need them but when you do you know EXACTLY who to call. Now what you do may not be as 'matter of life and death' as this, but to the people that NEED you it's pretty important.
So who do you rescue?
When someone is dialing a metaphorical 999 (911/000/etc.) in their life or business do they get you on the end of the line?
I often talk about the 'brick wall' that people have about a problem or pain. This brick wall is their 'emergency'. Lots of people will have - in their life and business - a problem that bothers them - A LOT! It's what they think about when they wake up, keeps them awake at night, and lots of time in between. This is why it's a brick wall. They can't see past it. It's a BIG problem or issue. So what are you doing to show up and guide the way over/under/through this brick wall. Are you making it clear what emergency service it is that you offer?
This is another way of me talking again about not selling what you 'do' but what you really do. If all someone can think about all day is how they aren't fitting into their jeans and they are overweight they don't wake up thinking 'oh I need a hypnotherapist' or 'oh I need a personal trainer'... they wake up thinking 'How do I lose weight?' or even more specifically 'How can I get into my jeans that used to fit?'. The emergency service you can offer is 'fit into your jeans again (and feel great)'.
Dorset & Somerset Air Ambulance taking off from Brownsea Island
Or say you help people to grow their business and get more clients... then you'll be sitting by the phone for a while, without it ringing, if you promote yourself just as a 'business consultant'. The emergency thinking here might be 'I need more clients TODAY' or more specifically 'Help! I need to get 2 more clients every month to cover my costs'. So you offer the 'Get more clients TODAY to pay your bills in full THIS month' hotline emergency number. Make your rescue offer clear. Let people know EXACTLY how you'll 'save' them.
So have a think about WHO you rescue and what their 'emergency' (or brick wall) is in life or business. People will absolutely pick up the phone if they see you can help them with EXACTLY the problem or pain they have right now.
Then you can get on and rescue them.
PS. I'd love to just do a little plug here for the Dorset & Somerset Air Ambulance service which is a charity and relies completely on donations. If you want to help please do.
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