How to Cast a Wider Net and Stop Barking Up the Wrong Trees

Also: how to mix metaphors, but I digress.

A survey comment:

“I do have good public response to the work but people don’t seem to want to pay what the work is valued.

Everyone wants extremely deep discounts.

I don’t feel the work is overpriced, I’ve looked at this carefully.”

Nasty problem, but luckily, there’s a simple solution.

In the copywriting world, they say:

“Sell to the wolves, not to the dogs”.

Meaning: find a hungry market, and offer your product or service to them.

If you keep being pestered by bargain-hunters, tire-kickers and freebie-seekers, the problem is that you’re putting your work in front of the wrong people.

Two reasons why that’s bad news: first, you won’t sell at any sort of decent rate.

Secondly (and this is more damaging than you think): it changes the mindset out of which you operate.

If you say (or think) “Everyone wants extremely deep discounts”, that tells me that this has become a fixture in your mind.

That it’s become a modus-operandi assumption.

Which (as described in the February LEAP) determines which opportunities you’ll perceive.

It influences what you consider real possibilities.

In other words: it becomes a limiting belief.

So the thing to do is to expand your perception: look at a larger sample of the market, and aim for that.

Stop looking at the dorks who don’t value your work, and just tell them “No”.

If you put yourself in front of those folk, you’re barking up the wrong tree.

Forget ‘em, move on.

Start looking for people who do want to pay good rates.

They’re out there.

Believe me.

You just need to get better at finding them.

Which is something you can learn.

And learning is what you’re made for, so what’s stopping you?


Time can be a problem.

But you can afford 30 minutes of daily learning.

Yes, you can. Skip some time on Fakebook or TV, for example.

If you spend 30 minutes a day learning how to reach a broader audience for just a few months, you’ll end up tons smarter pretty fast.

It all adds up.

The solution to problems?

Learning how to solve them.


And here’s where you go if you want in on the March LEAP –>

Some good learning in there, if I say so myself.



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