One of the most valuable lessons I’ve taken from Frank Kern:
Stop selling what you do. Start selling what people get.
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Right now, small businesses are struggling.
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Not because they’re bad at what they do…
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but because their message sounds like everyone else.
“We do plumbing”
“We offer bookkeeping”
“We build websites”
That tells people what you are.
It doesn’t tell them why they should choose you.
And when money’s tight, people don’t shop around for services.
They look for certainty.
They want their problem gone.
Fast. Clean. No surprises.
People don’t buy services.
They buy outcomes.
They want:
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More customers
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More cash flow
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Less stress
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Less wasted time
The shift is simple:
Instead of saying what you do… say what result you create!
“Plumbing services” becomes
“Get your hot water back on today without the runaround”
“Bookkeeping” becomes
“Know exactly where your money is going and stop the leaks”
“Web design” becomes
“Turn your website into something that actually brings in customers”
If your message sounds like everyone else, you disappear.
Simple as that.
Use this:
I help small business owners get more customers and consistent cash flow without wasting money on things that don’t work.
That’s a result.
That’s what people buy.
Most businesses will ignore this and keep talking about themselves.
The ones who don’t are the ones still standing when things get tight.
Johnathon Fox is the architect behind some of the most trusted names in financial education. Through platforms like ReliableBusinessTools.com.au, LearnPriceAction.com and StockMarketsGuides.com, he cuts through the noise to deliver high-impact, simplified strategies. By stripping away the jargon, Johnathon equips thousands of entrepreneurs with the precise tools and confidence they need.
