"Lawyers should talk about protecting a business from a well-funded competitor, preventing an idiot from winning a spurious claim or ensuring the co-founders of a startup are energised and focused on the business rather than bickering over their percentages. **I recommend you have three core benefits that others will experience as a result of working with you**." ([Location 1035](https://readwise.io/to_kindle?action=open&asin=B00NVQE4T8&location=1035)) "For example, when I explain the Key Person Of Influence method I expand on **the three big payoffs**: You get to earn more money with less struggle. You get more recognition within the industry you love. You get to attract more of the right opportunities that energise you. **If people understand the payoff, they are interested in how to get it**. Even if you have an amazing product, people won’t buy from you if they can’t figure out what it means to their life. It’s best to link your product to the classic, highly valued payoffs – more money, more time, better quality of life. Be as specific as you can." ([Location 1038](https://readwise.io/to_kindle?action=open&asin=B00NVQE4T8&location=1038)) --- **Tags** -- [[quotes]], [[marketing]], [[sales]], [[law-firm-business]], [[client-service]] **Source** -- [[20250303112500 - B - Key Person of Influence]]