Graham Cochrane (00:03.544)
So, what do you do? It's the most important question you'll ever be asked in business. And most entrepreneurs blow it every single time they're asked. They start explaining their process, their method, their certifications. You can literally watch the other person's eyes glaze over. But there is one simple sentence that flips it. If you say it the right way, people lean in.
They ask for your card and sometimes they turn into clients on the spot. And today I'm gonna hand you the exact formula. So stop explaining yourself and let's make you irresistible.
Graham Cochrane (01:18.21)
Now, I don't know if you're an extrovert or an introvert, but if you've ever been on an airplane where you're sitting and then you've got someone next to you and invariably they want to talk to you because they're probably an extrovert. I'm looking at you, mom. And they say, So what do you do for a living? Right.
When that conversation happens, it might start with where you're going, you're going home or you go on vacation. And then when they want to ask the obvious question that everybody seems to want to ask, what do you do? I always freeze up. I mean, historically I have. And I've tried to explain what I do a myriad of different ways. And I just I hate talking about myself. I really, really do. As an introvert, I just prefer to be quiet on an airplane. In fact, the airplane to me is.
And was, at least before the internet made it to the airplane, the last quiet place on Earth. It was the same thing with cruise ships before the internet made it to cruise ships. This darn satellite internet's finding us everywhere. Cruise ships, airplanes, and maybe out in the woods were the only last remaining places you could be and not be bothered by somebody and actually have peace. And it's not that I don't like people, it's just I'm around people a lot and there's moments where I want to have some peace and quiet.
But invariably when I want to have peace and quiet on an airplane, somebody asks, What do you do? That's why I pro tip. I wear my AirPods, even though I'm not listening to anything. I'm just signaling to you passive aggressively to say, Please don't talk to me. So if you sit next to me on an airplane, you see me with airpods, you know I'm not listening to anything. You just tap me on the shoulder and say, Hey Graham, I know there's nothing coming out of this airplane. And you yeah, you're right. But if you've ever been asked that, what do you do? How do you typically respond? And it's not just on airplanes.
It's when you're at a conference, you're networking, you're at an event, you are in a mastermind, you're new to a group coaching program or a mastermind, and someone says, What do you do? And you fumble and you stumble, you don't know what to say, or you say all the wrong things. Here's what most people do when they're asked that question they start describing their work. They start describing their work, and that's not the right answer.
Graham Cochrane (03:31.437)
So they start to say, well, these are the things I do, tasks I do. I I podcast, I do YouTube, I I'm I write books, I that you know, they talk about the things they do. Or they talk about their certifications. Well, I'm a certified John Maxwell coach, I'm a this, I'm a that, I'm a certified nutrition. That's again not answering the question, what do you do? That's answering the question, what certifications have you achieved?
They start to talk about their process or their method. This one's huge. Well, I have a unique methodology where I take, you know, people through this 17-step process that connects them to their higher consciousness and a blah, blah, blah, blah, blah. You've lost them, right? They talk about their process or their method. related to that, people talk about their unique angle. Well, I you know, I'm a business coach.
But I do things very differently. It's like when you go to those restaurants and they say, hey, welcome to whatever, whatever kitchen. We do things a little bit differently around here. It's like everybody says that. Everybody says they do things a little differently. I mean, that's the that's kind of the whole point. So it's it's a pointless statement, right? but we love our unique angle. We're I'm so different. I'm the most unique business coach in the world, and we talk about what makes us unique. or we just talk about the steps we take people through. Well, I help people do we go through this, and then we do this, and then we do this.
None of these, A, are the real answer to the question, but more importantly, none of these are what people buy. So if you want clients and you should be looking for clients everywhere, you never know where your next client will come from. You never know. So don't think of it as I have client creation mode and then normal person mode. Think of it as I have an answer.
To the question that invariably comes up, what do you do? That will always, for all time, create the correct signal to attract my ideal client, whether the person I'm telling it to is that client or not. And the reason why that matters is because it gives people a category to put you in, whether they need you in that category, because they might be the perfect fit for you, or what is often the case, they don't need your help. But now they know exactly what you do.
Graham Cochrane (05:57.441)
And they can think of someone to refer you to. my gosh, that sounds like exactly what my cousin was just telling me about. He needs this help. Maybe I can put you guys in touch. Sure. Here's my Instagram or whatever. So th this I'm gonna give you a sentence in just a second that is so powerful, but is so underutilized. It's gonna make this click for you. And the the analogy I just like to think about before we we break down this formula is.
Graham Cochrane (06:28.6)
Plane tickets. Right? We all fly places if we need to get places. We all buy plane tickets, but that's not what we're really buying. Right? We don't buy a plane ticket because we love the fuselage. We don't buy a plane ticket because we love those seats, as much as we might upgrade for nicer seats. We don't buy the plane ticket because we really want that meal on the plane, although we might get a really nice meal depending on what seat we have. We buy the plane ticket because we want to get somewhere.
So for example, in January, I took Shay to Hawaii. We went there for our twentieth wedding anniversary. We're actually about to celebrate 21 years, but we had to delay our 20th wedding anniversary for scheduling reasons. So I took her to Hawaii. We've always wanted to go. We live in Florida. That's very far from Florida. All my California friends and West Coast friends go to Hawaii all the time. just like I go to Puerto Rico all the time or Europe, it's easier for me to get to those places. But I never made it out to Hawaii. And so we said, Hey, let's finally go out to Hawaii.
Well, Hawaii is very far from Florida, right? I gotta fly at least five hours across the country to LA and then connect from LA to Honolulu. Or I gotta go up to Atlanta and then do a 10, 12 hour flight from Atlanta direct to Honolulu. So it either way, it's a long f day of flying. So I'm not gonna sit in a regular seat. I'm not gonna sit in economy or comfort or even premium select. I want a bed. And I want lots of nice meals and I want privacy and peace and quiet and and slippers and pajamas.
Right. So I'm gonna pay for Delta One. And I think they were tickets around ten thousand dollars each round trip. So it's about twenty thousand dollars to fly to Hawaii. But I'm really not buying the plane ticket, although that's a nicer way to get there. The only reason I shelled out the money is because I really want to get to Hawaii and I want to get there really refreshed and energized and happy, like the people in the commercials. So when Delta is trying to sell me a ticket on Delta One, they're really selling me the destination.
90% of the commercial or the advertising is going to be the destinations that Delta can take you, not the planes themselves. But then they're going to show you a glimpse of how beautiful the cabin is in Delta One, but their business class, right? But you really aren't buying the ticket. As much as I like a nice seat on the plane, you're buying Hawaii. You're buying the destination. So the same is true for you. Nobody's buying your coaching program. Nobody's buying
Graham Cochrane (08:52.558)
Calls with you. Nobody's buying your beautiful worksheets you designed in Canva or lovable. Nobody cares about any of that stuff. They are buying the destination. And what is the destination? Transformation. They want to be and need to be transformed in some way, shape, or form. That is the business you are in, the business of transformation. You could think about it this way: that nobody cares how you do.
What you do. Nobody cares even what specifically you do for a living, as much as they care about where you take people and what transformation you bring. So let's walk through the formula that can create clients out of thin air. And be this is so important. If you want to be irresistible, if you want to be the go-to choice in your industry, if you want to be the obvious choice in your industry.
You need to craft this formula. You need to craft this one sentence. If you think about it as your elevator pitch, sure, whatever, this is what you have to say. Okay. This is like magic words. I I don't I don't think there's anything that's quite as magical. Like say these words and you get this result as what I'm about to share with you. But this is going to be so helpful for you. In fact, this might be the most helpful work you do all year in your business, short of crafting a ten thousand dollar or more offer that's irresistible. Those two things will
Chef's kiss transform your business, but this is so, so important. So here's the formula. And you might have heard it before, but if you ain't using it, you must hate money. I help who achieve what without what they dread. I help who achieve what without something they dread. So
What I want to do just for the rest of this brief episode is unpack the psychology behind this sentence, why it's so powerful and why it's like magic for your words, for your clients. Okay, let's start with the very first two words. I help. The moment somebody says, What do you do? and you start to talk about you, you've lost them. Because no one's interested in you. You know what they're interested in? They themselves. They're it they're interested in themselves, aren't we all? Our favorite subject in the world is ourselves.
Graham Cochrane (11:13.108)
even if we don't want to admit it because we want to look humble, we don't want to be a vain, if we're being honest, we really care about ourselves. And so even at a base subconscious level, when somebody starts to talk about all the things they do, we just like zone out. We tune them out. Cause I don't really care. I don't really care what you do every day. You probably don't care really what I do every day. But the moment you say I help, we lean in because, like, he helps people. He's a guide.
And let's talk about Donald Miller for a second, because he's a brilliant marketer author as well. But marketer, he wrote a great book Building a Story Brand. He has a a new version of it, Building a Story Brand two point zone but he has a formula for marketing built around classic story arcs. and every story has these seven elements and he he says Europe marketing should have these seven elements. It's really brilliant, it's great framework. but
The one that stands out to me is that there's a hero in the guide. And you, as the brand, are not the hero. Your client is the hero. You need to position yourself as the guide. So if it's a story, if you're a Star Wars fan like me, you are not Luke Skywalker. Right? You are Obi-Wan Kenobi. Luke Skywalker is the young hero going on heroes' journey. So, but your job in business, if you want to make money, don't be Luke Skywalker. Don't be the hero.
I'm so great. I can wield the lightsaber. I can take down Darth Vader and the Death Star. No, no, no. You be Obi-Wan Kenobi, the old wise sage who's like, hey, I'm here to help you win. I'm here to help train you to become a Jedi like your father was. I'm here to help you defeat the evil empire. I'm I don't need to be the hero, but I'm your guide. Guides get paid. Guides get paid big time. Heroes do not. And so your clients view themselves as the hero in their own story, and they are, they aren't looking for another hero.
So the moment you start talking about how great you are, it's like having two heroes bump up against each other. You're literally creating client repellent. The moment you talk about all your certifications, the moment you talk about how long you've been in business, the moment you keep talking about that you've been featured in all these amazing places, the moment you keep talking about how you're the number one, whatever, whatever, like the there's places for credibility. Don't mishear me. I use credibility markers as just as much as anybody. But when somebody asks you what you do, the moment you start talking about how great you are, you've lost them.
Graham Cochrane (13:33.764)
Because now you're saying I'm the hero. And heroes don't want to pay other heroes. Heroes are looking for guides to help them on their hero's journey. So the I help part of the statement puts you into the guide role in the first two words. I help. It's humble, it's done in service of them, and everyone is quietly looking for help. So the moment when someone says, So what do you do? And you say, Well, I help,
Now they're their ears are they're are already receptive. Like they're the guard that might have gone up if you say, Well, I'm a but whatever, whatever goes down. Now they're leaning in. who who do you help? I help who? That's the second part of the formula. Who is the number one question in business? Not what to do, how to do it, when to do it, why to do it. Who? Who do you serve? For you internally, you need to know who you serve. That that makes
All your decisions for you, that tells you what kind of marketing channel you need to be on, that tells you what kind of content to produce, that tells you what kind of offer to create, that tells you how to talk about your offer. If you aren't clear on the who, no wonder you aren't able to scale your business because it's very confusing for you. You're doing all this work, but it's not working because the who isn't clear. So you need to be clear on the who, but they want to know who. They want to know intuitively in the first three seconds, are you for me? Even if they don't expect that you are, like they don't know.
They're not looking for help on an airplane. I'll share with you where this is even more palpable in in real business, but I'm just talking about if you're on an airplane and you say, I help moms, in three sentences, in three seconds, they immediately know what category to put you in. you help moms. I'm a mom. Maybe you'll help me. Or you help moms, I'm not a mom, but I'm married to a mom. Maybe you'll be helpful for my wife.
See how this happens in an instant. I help moms. I help busy executives. I help men over forty. I help late-stage entrepreneurs. I helped CEOs. I helped 10 to 13 year old baseball players. I help realtors. I help college athletes. I help new parents. I help parents struggling with infertility. I help
Graham Cochrane (15:56.887)
I mean in three seconds, you they already know the number one thing they want to know is are you interesting to me? Are you relevant to me? Do I care about you? And the way you can communicate that is by saying, I help who? It's the most important part of this entire formula. I help who. Everyone is constantly filtering all day long, by the way. Is this for me or not? A billboard, a notification on their phone, a reel they see, a commercial on TV, a conversation with somebody in the Uber.
They're constantly filtering, is this for me or not? Because they want to be able to tune out if it's not for them. They want to save, we all want to save our brain space, right? So the fastest way to answer is just to tell them. Right? And then the beautiful thing about this is let's assume that, let's assume I'm talking a woman talks to me on an airplane and says, Who do you help? And let's say I'm a men's coach or I'm a men's fitness coach, and I say, Well, I help men over 40 who are out of shape. Then she might not be a man.
Who's over 40, who's out of shape. She might be a woman who's 30, who's very much in shape. So, well then now is she gonna tune out? No, not necessarily, because there's something called the referral effect, which means once we know your category, who you help, Graham. Now I know that you help this type of person. I can think of someone that could need your help. And it's amazing because humans, we like to say, everyone's selfish, they're looking out for number one. I really think humans are very selfless.
Deep down inside because, and I believe that because as a person of faith, they're made in the image. We are all made in the image of God, and God is selfless. So I do think that while we can be selfish, I think at our core, we're designed to be others focused. And so I think intuitively, people always want to help somebody out. And so when they hear who you help, maybe you're not the ideal avatar for their help, but you can immediately think of, I got a friend who'd be perfect for you. Or I I my brother could use your help. Or I know, I know. We always love to matchmake and connect.
It's so cool. And so by by saying in just three seconds, I help who, the person either knows you're for me, or even if you're not for me, I know who to refer you to. Or worst case, it's neither of those. It's option C. And then they go, cool. But they they're interested because they see you as a guide who helps people. And that's already way more interesting than what most people say. Well, I'm in private equity or I'm, you know, in real estate or like
Graham Cochrane (18:23.246)
Okay, bro, great. You know, like that's not interesting to people. So at least you're more interesting. So I help who? Now let's get to the money. I help who achieve what? Achieve what? This is arguably the hardest part of the formula, but it's the most valuable. If I could give you one piece of homework this week.
That will print you money for the rest of your life, it would be this. You have to boil everything you do down into one desirable outcome, one massive payoff for your ideal person. That's it.
Graham Cochrane (19:09.624)
The fastest way to become irresistible is to explain what outcome you produce for your ideal person. Not how you do it, not what it looks like to work with you, none of that. Not who you are, not what certifications you have. What transformation do you provide? What destination do you take people to? Right? If you're Delta, you're not talking about how great your planes are, you're saying we can get you to del to Hawaii. We can get you to Santorini.
Right? So
I find this very challenging for people, even people who've been in business for a long time. Last week I was running the 10K offer challenge, which is more my signature event where I help you create an irresistible high-ticket offer. And I have a VIP option where people who pay a little bit more get to come an hour early every day and do live group coaching with me. And so I'm I'm doing coaching with some people. And there's a gal who's in there and she's in the health space and
I'm trying to figure out what she does. So I'm asking her these types of questions. And she keeps wanting to talk about her certification, her unique process, how she's different. She's not like typical weight loss coaches. She's not this. She's not that. She told me a lot of things that she's not and how different she is. But I still didn't hear what outcomes do you provide? And she's like, Well, I can't boil it down to one outcome. It just depends. It just depends. It just depends. And I was like, This is why you're not making as much money as you desire.
I understand that everyone's different. I understand that people get a variety of different benefits and payoffs from working with you. So I asked her to at least start listing some of them. Right. And she's like, Well, I don't think I have any clear payoffs. I was like, well, just start to tell me about the things that you helped your clients achieve. And when I pushed her and pushed her and pushed her, she finally started to say things like, and she was very dismissive of them as if they weren't important. This is very, very important for you. Lean in. She said very quickly things like, Well, I helped them lose weight.
Graham Cochrane (21:11.299)
I helped them improve their blood work. I help them improve their confidence. I helped them get off medication medications, get off medication, get off medications, sorry. I help them and she just breezed past these things, but then she started to, but blah, blah, blah, blah, blah, blah, blah. I'm really about sustainable lifestyle. And I was like, wait a second, wait a second, wait second. Nobody cares about a sustainable health lifestyle. That that might be important to you. That's not important to regular people, at least not yet.
You breezed past some amazing outcomes. You help people get off medications. Why do I keep wanting to call them medications? Can I just invent a new word? It seems like my mouth today wants to say medications. You help people get off medications. You improve people's confidence. You help people lose weight. Right. You help people reverse negative things in their blood their blood work. Like this is amazing. But she didn't want to talk about those things.
But those are the thing that people pay for, right? People pay for outcomes. So if people come to me, they don't care how many videos are in my coaching portal for one of my coaching programs. They don't care what I teach first, second, or third. They don't care how many calls they get with me. They might think they do, but really what they care about and what creates clients.
is what can I do for them? And what I can do for my clients is help you get to a hundred thousand dollars a month working twenty hours a week or less.
So that's my my IHEP statement is I help entrepreneurs, or even more specifically, I help coaches and consultants scale to $100,000 a month in their business working 20 hours a week or less. That is my magic sentence. How clear is that?
Graham Cochrane (23:03.339)
If you say this right, the natural response to your magic sentence should be, wow, how do you do that? That's when you know you've got a good magic sentence. So the what you help them achieve is so, so important. So let's go back to that fitness, life, sustainable lifetime, lifestyle fitness person, coach. She's right in that.
It it is often very client dependent. She probably has helped her clients do a myriad of things. it's different for everyone, right? I have all my clients have different payoffs. and and at a certain level that is true. But at this level, that doesn't matter. You if you if you do the work underneath all those payoffs or above all those payoffs, however you like to visualize it, you have one overarching transformation that you provide.
The thing that you are world-class at, the thing that you are best at, the thing, the one overarching thing that people want and need and you can provide. And it is your job, not their job, to sift through all the stuff. It is your job to sift through all the things you do and boil it down into one overarching thing. Not because you can't do other things, but because it's a messaging tool. It is a client creation tool. It is a communication strategy to pique their interest. This sentence is.
The headline of your website. Meaning if they like it, they'll keep reading. If they don't like it, they won't. If you want people to keep reading into what you do and what that might look like, you gotta nail this sentence. That's why it's very, very important that you get clear on the one transformation, the overarching transformation, the overarching payoff or outcome you create for people. So here's a prompt for you to help you work through this if you haven't before.
If a client does everything that you teach them to do, like if you have a rock star client, she does everything that you tell her to do, what's gonna be true for them ninety days later or six months later or twelve months later that wasn't true before?
Graham Cochrane (25:07.416)
Just think of that way. They come and work with you, they do everything you teach in 90 days, six months, 12 months, whatever it takes to get the transformation. What is true that wasn't true before for them? And then the way to test it is is this desirable to your ideal person? Is this what that ideal person truly says they want? Not what you want to solve for them, but what they truly say they want. Okay?
So if you were a a men's fitness coach, you might say, well, I help men look amazing with their shirt off. That is a very visual, visceral, powerful way to describe the outcome.
Underneath that outcome is I help them build muscle, I help them burn fat, I help them and improve their confidence, probably their their dating life or their, you know, like intimacy with their spouse, be more attractive. But it's a it's a show me, don't tell me in one sentence what you help them achieve. Look amazing with their shirt off. And and they can fill in the gaps of what that means to them, which is so powerful. This is the most important part of the sentence. I help who achieve what?
You are in the achievement business. You are in the transformation business. You are in the transference business. You transfer people from where they are stuck to where they want to be. Your offer, your help is the airplane that gets them from Florida to Hawaii or Michigan to Hawaii. Your offer is the plane, but you have to talk about the destination, not the plane. Most of you are talking about the plane. You're talking about the vehicle. Nobody wants the vehicle. They want where it takes them.
Okay. I help who achieve what? And then here's the cherry on top. Without. Without what? Something they dread. Something they think is going to be necessary to achieve the outcome that they just heard. This is a very subtle and powerful way to address arguably the number one objection people would have to what you do. people
Graham Cochrane (27:22.657)
Intuitively have objections. They're intuitively skeptical. So the way this sentence works, watch this psychologically. I help who? he's a guide that helps these types of people. Is that me or not? Right? That's happening first. Is this for me or not? Before I listen to anything else you do, I want to know is this for me or not? Let's say it is. Okay. I help people like you achieve blank. that's exactly what I want.
my gosh, I immediately know I want to work with you it at a subconscious level because I want that outcome.
The moment we buy into the outcome that we're hearing that we want, we initially become skeptical. But how is that going to work? And aren't I going to have to do X, Y, and Z? And that's why the without blank sentence, the cherry on top. So for example, if I were a fitness instructor with for men, let's say, I help men over 40 look amazing with their shirt off without having to diet.
I help men over 40 get shredded without having to diet or cut carbs. See how powerful that statement is? Because the I help men over 40, if I'm a man over 40, I might go, yeah, he's for me. Get shredded or look amazing with your shirt off. That's something I want. So I'm very interested in that. But now I'm subtly thinking, well, it's gonna be really, really hard without having to diet or cut carbs.
that's fascinating. Cause I don't like dieting and I love carbs. I identify as a carbitarian. So tell me more. Like I I I want this to be true now because that sounds amazing. And that is by design. It's supposed to sound amazing. That is your job. This is how you this is why you need to stop explaining yourself.
Graham Cochrane (29:13.987)
And you need to become irresistible. And you do that by this this doesn't come naturally. Like there's a reason why you don't have the sentence because it's not natural. And most people are lazy. Don't be lazy. And I don't think you're actually lazy. I think you're working hard just on the wrong things. You're working hard on posting another reel to Instagram. You're working hard on running more ads that aren't converting, but you've never worked hard on the one thing that makes you the obvious choice in your industry, which is the magic sentence, the magic formula.
I help who achieve what without something they dread. So if you can take the time to identify, well, what would be their number one objection to this outcome even being possible? And how and is it and can do I can I honestly in good conscience say I can achieve that without that being a problem, or can I address that objection in some way, put it in the sentence? That's why my version of the magic sentence is I help entrepreneurs or I help coaches and consultants.
Scale to $100,000 a month working 20 hours a week or less. Okay. Mine is just a different flavor on the without, because it's another way of saying is it without working your butt off. Because everyone else is promising you that you can scale, but with it comes a lot of hustle. So much so that they're celebrating the hustle. And I'm telling you, not only is hustle not necessary, because it's not, it's actually going to hurt your chances of scaling. so
I just flip it the flip the script and I'm like, Yeah, you can scale to a hundred thousand dollars a month. I help I help entrepreneurs do that. but you don't have to work hard. You don't have to work long hours. In fact, you can do this in twenty hours a week or less. That is my synth and that's what's powerful. People immediately know if they wanna work with me or not.
Does this make sense? When somebody asks you, What do you do? This is literally what you say. Don't fumble your words. Just craft the sentence, memorize and say, I help who achieve what without blank. And then close your mouth. That's it. That's all that's necessary. It's perfect if you're an introvert like me and you get thrown off when people ask you questions in public. You're like, on the spot. Just have this memorized once you've crafted it and say it. And then let the conversation go where it needs to go.
Graham Cochrane (31:30.744)
If you're talking to your ideal client, she will immediately self-identify. my gosh, I could probably use your help, is what they're gonna say. Or they're gonna say, my gosh, how do you do that? And then you can talk a little bit about your process at a high level. That's gonna be the net natural next step. But it doesn't matter. You've already sold them. Because in seven seconds, you have communicated everything that's necessary for them to want to do business with you.
And that might sound like a dramatic statement, but it's it's true.
Any offer you've ever purchased, at the end of the day, you had to answer a few questions. And those questions are all summed up in this sentence. Are you for me? Can you help me solve the problem I have and achieve the outcome I want without having to do the thing I don't want to do? After that, it just comes down to price and details. But the price and the details become trivial when they already know they want to work with you because you already can get them exactly where they want to go.
This is why people don't push back on price or the format of my offers because they will figure out how to afford it and figure out how to work with the format of it because they're already sold on the outcome that they want. This is why I don't convince anybody to buy. This is why don't stiff arm or strong arm anybody to buy, excuse me. This is why don't have to like overly persuade people. They know that I can get them the outcome because that's what I focus on is the outcome. I help you achieve this.
It's up to them to figure out if they're willing to move things around to make it happen. So, where do you use this sentence and we'll land the plane? Let me give you some practical places. Your Instagram bio. It's the very first line of your Instagram bio, your TikTok bio, your website headline.
Graham Cochrane (33:28.279)
I don't know what's on your website headline. Unless it's better than this, it's probably garbage and hurting your sales, not helping you. So craft this sentence and put that as your headline on your website. Your answer on the airplane, of course, when somebody asks what you do in the elevator. an intro when you speak. If you have never crafted a bio for yourself, craft a bio starting with this. Write it in the third person because someone else is gonna read it. So if you're about to go on stage, Graham Cochrane.
Helps coaches and consultants achieve $100,000 a month working 20 hours a week or less. Blah, blah, blah, blah, blah. Like how have them lead with the transformation you provide. It immediately puts a category around everything that comes afterwards. If you're a guest on a podcast, give them a bio that uses this sentence. It's one sentence that can be used anywhere.
everywhere you want. And of course you can expand upon it into a full-fledged paragraph of a bio, but you get the one sentence right. You can rinse it and repeat it. So I if you're watching on YouTube, let's just do this. Why don't you work on your one sentence if you haven't already while you're listening to this and put it in the comments below. Let's just test them out. Put your one sentence transformation in the comments below. And and don't be scared. Like we can change it. You can change it.
But just try it out, see how it feels. If you're listening on your favorite podcast app, then write it down and message me on Instagram. Tell me what what's your one-sentence bio, your one-sentence I help statement. Like I want to hear it. I'll message you back. and if you're struggling to even fill in the blank of I don't know what to help people achieve, then you probably need to come to the 10K offer challenge. We can work on that. And not only can we work on that, we will package that into
An offer that you can charge $10,000 or more for, no matter what industry you are in. I've had songwriting coaches, I've had Spanish teachers, I've had Bible teachers, I've had arts teachers, I've had everything in between create $10,000 plus dollar offers after coming to the challenge and sell them and scale their businesses. So don't tell me that it doesn't work in your industry, it works in every industry.
Graham Cochrane (35:50.617)
But you have to package things right. So if that's something of value to you, you can see the dates when the next one's happening below in the show notes or the description, or just go to tenkord challenge dot com. I hope this magic sentence helped you, my friend. This is how you become irresistible. Speak about what you do in the right way. Be succinct, be clear, focus on being the guide, not the hero, and the transformation, the place, the destination you take people to. That, my friend, gets you clients. Hope this blesses you. I'll see you in another episode real soon.
