You can’t sell a client strategic advice if they see you under a desk plugging in cables

I subscribe to hundreds of different email newsletters. Anywhere I see value in learning from someone I'm happy to be on their list. And dedicate a little time each day to reading email newsletters that top up my brain.

It's not often I regret being on a list. This week Alex Hormozi nearly pushed me to unsubscribe with 18 emails in 3 days, in his attempt to create $100m of sales in a single book launch...

(I didn't unsubscribe because he offers so much value with his regular emails).

And then I got this email. This guy writes good advice about productivity for high achievers. But I did a double take when I saw this in his email.

(good advice... but look closely)

Please don't think I'm criticising this guy or criticising driving for Uber. That's not my intention at all. You do what you need to do to survive, right?

But... he's positioning himself as someone who offers productivity consulting for high achievers. And high achievers do not value advice from someone who gets up at 4am to drive an Uber.

It's a massive disconnect between audience and message.

And it's no different to MSPs who visit a client site and get their knees dirty plugging in cables under desks. Or answer the helpdesk phone for a password reset.

Again, not a criticism, just an observation.

If a client sees you on the floor plugging in cables, or talks to you regularly for low level tasks, they are very unlikely to ever hire you for strategic technology advice.

You and I know you can do both levels to a high standard. The clients don't.

You'll make more money and keep clients longer by positioning yourself at a strategic level, than you will by being positioned as doing work anyone can do.

Question: If you don't have the resources to hire someone else to do this work for you right now, what can you do to hide the fact that you still do it yourself?