I was having a coffee with my wife Sharon at Starbucks, and we got talking about Howard Schultz, the CEO. He said something in a memo to Starbucks partners that I absolutely love: "We're not in the coffee business serving people. We're in the people business serving coffee." Wow. Just think about that for a moment. What Do You Really Sell? This got me thinking about our businesses. Not what we DO, but what we really SELL. Consider these examples: Holiday Company → Not hotel beds → Really sells: DREAMS Bookseller → Not words → Really sells: ESCAPES Restaurant → Not food → Really sells: MEMORIES Wouldn't it change the way you market if you thought this way? The Hidden Benefit Ted Nicholas once told me about what he called "the hidden benefit" the second-level benefit that's deeper than first imagined. This isn't just about features and benefits. It goes much deeper than that. I wrote in my notes: "The idea is far more stretching than just features and benefits. It's like a twirling, swirling whirlpool, deeper than first imagined." My Example Part of my business is: I help people write, create and market informational products, grow their fees, and get properly rewarded for the positive difference they make. But what do I really sell? Significance. That might seem strange. But when I know I sell significance, doesn't it change the way I market it? Real World Application When I was doing some work in Hong Kong, I was advised by Chinese people living there that perhaps the second-level benefit for that audience was RESPECT. So I wrote the copy focusing on respect, not on the amount of money somebody might make. It worked brilliantly. Your Challenge Take some time, some precious, precious time, to think about your business. What is it that you really do? Not the WHAT... but the deeper WHAT. What hidden benefit do your clients actually buy? Share your thoughts below 👇 What do YOU really sell?

I was walking through a shopping centre in Solihull (UK) when I spotted something brilliant. At a coffee shop called Joe & The Juice, there was a sign on the counter next to the tips jar. It said: "Sexy people tip." The jar was overflowing. I couldn't help myself, I asked the barista if they'd tested different signs. He said yes. They'd tried: → "Give us money for match tickets" → "Help us buy drinks for the team" But "Sexy people tip" crushed them all. 3 words. Massive difference. And that got me thinking about the words we use in our marketing... Here are 5 power words I've used for years that really do make a difference: 1️⃣ FREE Sounds obvious, right? But here's the mistake I made for years... I assumed if something was free and valuable, everyone would want it. Not true. You have to give it a VALUE first. "Download my free guide" = meh. "Download my free guide (worth £47)" = much better. Without a price, it's not free, it's worthless. 2️⃣ YOU There's an old copywriting expression: "Don't WE all over your copy." So many websites say "We do this... We've been in business for... We, we, we..." Nobody cares about "we." They care about "you." Flip it. Instead of "We help businesses grow," try "You and I both know that growing a business isn't easy..." Count the "we's" vs "you's" in your marketing. Get that needle swinging to the YOU side. 3️⃣ YES This one's sneaky (in a good way). Ask a question with a "yes tag" at the end: → "That makes sense, doesn't it?" → "You'd want that, wouldn't you?" Then start your next sentence with "Yes." "That makes sense, doesn't it? Yes. And here's why..." It creates a feeling of agreement. Momentum. The reader feels like they're nodding along with you. 4️⃣ LOVE Emotional words trigger action. Weak words don't. Instead of "That would be nice" → try "You'd LOVE for this to happen." Feel the difference? 5️⃣ HATE Same principle, opposite direction. Instead of "You wouldn't want to miss this" → try "You'd HATE to miss this."

You’re here - and that means one thing: you’re ready to stop competing on price and finally get paid what you’re truly worth. 🚀 This community is for consultants, coaches, accountants, and professionals who want clients who respect their value, premium fees without resistance, and at least 30% more profit — without working more hours. Here’s what you’ll find inside 👇 ✨ Free Resources & Quick Wins: - 📘 Paid! eBook - ❓ The 4 Golden Questions (Peter’s timeless client-getting tool) - 🎥 Paid Explained Masterclass - 🔁 79 Ways to Repurpose Content - 🖊️ How to Write Your Book in 10 Weeks or Less – fast authority builder - 📚 Peter’s Essential Reading List (Top 20 books that shaped his success) - 🤖 Your Paid Partner GPT + 25 AI Tools for 2025–26 - ✅ Copy-and-paste guides, templates & more 🎓 Courses & Trainings: - Your First 30 Days Roadmap – step-by-step action plan - Live Masterclasses with Peter & special guests - Premium Courses like The Persuasion Formula & Time Management Formula (available to upgrade inside the Club) - 👥 Community SupportThis isn’t just content. It’s a network of ambitious professionals, all here to share, support, and grow together. ✅ Start here: 1. Introduce yourself below — tell us who you are, and your #1 struggle with getting paid your worth. 2. Watch the welcome Video + Your First 30 Days Roadmap to get started fast. 3. Dive into your freebies — grab the Paid! eBook and watch the Paid Explained Masterclass today. You’ve joined because you want more respect, more authority, and more income. This is the place to make it happen. Welcome aboard - let’s get you Paid!