Waiters hate this.
You probably hate this.
Yet most of us do it anyway.
(Even if you think you don’t… read on for more.)
And when you do it… you signal things to people.
What your true values are.
And who you really are.
Here’s an example:
Imagine you live in a country with a tipping culture.
(In Australia I don’t. But many of you folks in America do.)
You might tell a waiter he or she provides fantastic service.
That you really cherish what they do.
But do you put your money where your mouth is?
You tip them with an empty jar.
That’s verbal tipping.
Words but no cash.
But the point here isn’t really about money.
It’s about whether the actions you take back up what you say.
For example… I do the opposite of verbal tipping for music.
I have a uni degree in music.
I make a full-time living from my music.
My income goes up each year.
I’ve never had to seek out jobs. Ever.
They all come to me.
But if you ask about my passion for music…
…I’ll tell you I have zilch.
It’s just something I’m good at.
And people pay me good money for it.
Sometimes I even enjoy it.
But look at my actions…
I’ve spent literally thousands of hours in rehearsals… brushing up my skills… learning new music… given thousands of lessons… teaching others the same skills I have.
But passionate about music? Nah.
That surprises a lot of people.
But my satisfaction comes not from my own enjoyment, but from the value others get from my skills.
But that’s a story for another time.
Right now I’m making a smegging point.
In your business… in your copy…
If you want people to know what your values are.
––And WHO you are––
Then show your actions. How you live your life.
Show the money shots.
Don’t rely on verbal tipping.
Waiters see right through that garbage.
So does your audience.
And so do you.
It’s a confronting POV at first.
But when you see your actions clearly…
…you get a much better idea of who you are.
Instead of who you just WISH you were.
Your actions define you.
To you and to others.
Show ‘em in your copy.
Deepen that bond between you and your customer.
See how you go.
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