Her Instinct Was Right. Her Aim Was Off.
She'd been avoiding it for months. It wasn't the work.
A client of mine had two things sitting on her list for months. A lead magnet she hadn’t written, and a welcome sequence she hadn’t set up.
She wanted people to find her. Twenty years of expertise and almost nobody knew the work existed.
She’s sharp and capable and busy, so it looked like a time problem.
Then on a call with Carolina and I, she said:
“I come from a very ‘business is evil’ place. And a welcome series and lead magnets doesn’t get a lot more businessy than that.”
Every week in her mind, she was declining to become the kind of marketer who represents everything “evil” to her. And every week the list stayed exactly where it was while louder people with less to say kept getting more clients.
So Carolina offered her a different way to look at it. A welcome sequence is showing someone around your house. The lead magnet is the gift you hand them at the door.
I watched her whole body relax on camera.
“I can relate to inviting someone into my house.”
Then she got the rest of it herself.
“And then the lead magnet is the gift.”
Months of being stuck started loosening up in about ninety seconds.
Here’s what I want you to take from that.
Her instinct was correct. She just had it aimed at the entire category instead of the part that deserving of it. What she was actually refusing was manipulation, and nobody had ever taught her to tell that apart from marketing as a broader category, so she threw it all out the window and stayed invisible for another year.
I spent years in the bowels of persuasion. Funnel hacking, psychographics, all of it. I know exactly which tactics work and I decline to use most of them, not because they don’t work, but because of what they cost my inner experience. So when I tell you the welcome sequence isn’t one of them, I’m telling you as someone who was fluent enough to have chosen otherwise.
She doesn’t have to become a marketer. She’s someone who invites people into her house and hands them something at the door. That was available to her the whole time.
Bob Burg says it well:
“Your influence is determined by how abundantly you place other people’s interests first.”
The lead magnet was capable of doing exactly that the whole time. She just couldn’t see it as a gift while she relating to it as a manipulation tactic.
The gap between what you know you should do and what you actually do is almost never discipline. Most of the capable people I talk to are aimed slightly wrong, and effort at the wrong target feels 100% like grinding. The same effort, set at the right target, barely feels like work at all.
That’s what the Harmony Map is for. Eight minutes. It doesn’t hand you a flaw to work on. It shows you the strengths to be leveraged, and the one place where breakthrough lives.
You’ve got the expertise. You’ve done the inner work. Let’s go.
Phil (& Carolina)
People don't avoid the first step because it's difficult. They avoid it because it asks them to become someone new. That's the human dynamics...