Call me Captain Obvious, but humans are motivated by self-interest.

Our favourite radio station is WiiFM (What’s in it For Me?)

This isn’t anything groundbreaking or surprising …

Human nature has been this way since we were cavemen stalking through the grass looking for our next meal, and I don’t see it changing anytime soon.

Coaches know about this WiiFM thing – we’ve heard it a million times before.

But it’s not practiced as often as it should be.

Most coaches focus on themselves with their copy:

“Hire me because I (insert life story here)”

The “About” pages on their websites read like a Wikipedia entry detailing their lives.

How many webinars have you been on where the presenter spends way too long going on about their life story, from being born to present day, with the obligatory rise-from-the-ashes tale about once living in a dumpster and drinking sewer water before they became what they are today?

It’s easy to fall into the trap of focusing on ourselves.

Yours truly falls into this trap from time-to-time, and I have to remember to put myself in the other person’s shoes when putting my message out there.

Something cool happened last month around this:

I put WiiFM into action to win something that hundreds of other people wanted.

I’m going to share that story in the January issue of the Secret Coach Club newsletter, and you can tweak what I did to sell more of your products or services immediately.

The deadline to get it is Monday at midnight EST:

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