You know what really fascinates me? It's not the grand gestures or the flashy promises that win clients over. It's the small stuff. The details. The things that most people overlook. Think about it this way... When you turn up to a client meeting and they've misspelt your name on the parking sign, what does that tell you? Or when they forget a preference you shared last time you spoke? These moments speak volumes about how much they truly value the relationship. Here's the thing most professionals miss: your clients aren't just buying your product or service. They're buying an experience. They're investing in a relationship with someone who remembers them, values them, and shows up consistently with that same level of care. I learned this the hard way over my 30+ years in business. I've seen advisors lose high-value clients not because their technical expertise wasn't up to scratch, but because they forgot the client's daughter's name. Or didn't follow through on sending that book they mentioned in passing. The relational client, the one who stays, pays, and refers you to others is looking for more than competence. They're looking for someone who makes them feel seen. Heard. Valued. That happens in those tiny moments. The personalised thank-you card that arrives in the post. The book you order and send to their office because it came up in conversation. The detailed notes you keep from every meeting so you never have to ask them the same question twice. These aren't add-ons. They're fundamentals. And here's what's brilliant about this approach: whilst your competitors are competing on price and chasing transactional customers, you're building a business filled with loyal clients who wouldn't dream of going elsewhere, regardless of what you charge. Because in a world where the big things have little difference, it's the little things that make the big difference. So here's my question for you: What's one small detail you could add to your client experience this week that would make them feel truly valued?

You might be losing sales in the first 60 seconds. The problem: After rapport building, people either: 1. Talk about themselves 2. Ask about the client Both wrong. The principle: Ted Nicholas: "The headline is 75% of the buying decision." Your opening IS your headline. The formula: "As I understand it, the purpose of our meeting is to: 1. Understand where you are now 2. Understand where you want to get to 3. See how we can get there faster together Have I got that about right?" Why it works: ✅ Positions you as professional ✅ Shows you listen ✅ Not too certain, too soon ✅ Elegant and disarming Your turn: Share YOUR opening below (or draft one using this formula). I'll comment on everyone who shares.

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."

Here’s to making a positive difference in the world and be rightfully rewarded for the impact we make. I’m reminded of the quote by Prof Patrick Winston: “Your success in life will be determined mostly by your ability to speak, your ability to write and the quality of your ideas; in that order“. Seems to make sense to me. Peter.