When Dr. Mark Clayson decided to finally launch his new business idea online, he had two problems.

The first was a huge list of things to do before his idea for an interview-format teleseminar service was actually ready for its first call. You can imagine all of the technical details to prepare… and even though they were all step-by-step and surmountable, it seemed like a daunting task in itself.

The second problem was a little more unexpected… because he didn’t even realize it was there.

You see, Mark has lived in the UK all his life. (That’s not the problem yet, hang on!) And as a respected GP with a practice just outside of London, he has impeccable good manners.

And the subtle and politely self-effacing approach of a classic Englishman.

I’m sure none of his patients would call that a problem at all. In fact, it’s exactly what you’d want of a good doctor… someone who listens well and considers his opinions carefully before speaking.

And it’s also a brilliant talent for a good interviewer.

But when it came time to promote his new service, Dr. Clayson seemed almost ’shy’ about mentioning his good qualities. In fact, much of his writing was a bit impersonal — it talked of the technical and business advantages of a teleseminar, but mentioned almost nothing about Mark himself.

Let me ask you a question…

Have you ever tried to have a conversation with someone who wanted to know everything about you, but didn’t share anything about themself? You know the feeling that leaves you with… a bit reserved, maybe a bit uncomfortable about playing a one-sided game.

If you’re anything like me, you probably like to know something about the person you’re talking with, to make a connection to the person behind the words. At least to know that they recognize the person they’re talking to.

That’s how you both become a little more real in each other’s minds. After all, even in business, people don’t deal with ‘companies’… they deal with people.

Fortunately, I had the good fortune to meet up with Dr. Clayson online through a business forum, and we each discovered a shared passion for his venture.

As we emailed back and forth, and later talked on the phone and online, I found more about the genuinely thoughtful person he was to deal with. And much more knowledgeable than he first appeared through the cut-and-paste words on his website.

So with only a couple of  short conversations, I knew enough about the man to put a few sentences together in a promotional sales letter for his upcoming teleseminars. I’d found him to be thorough and a pleasure to deal with… and I wasn’t shy about telling the world about it!

You could almost see Dr. Clayson blushing through his words in an email reply to me, once the letter was done and online.

“You’ve bigged me up in a way I don’t deserve,” he said…

Of course he deserved it. Like any good business or service, if you’ve got something great to offer, you have an obligation to let people know about it. If you ever hope to be a help to them, that is. And to stay in business.

The words you use to tell your story make all the difference.

Same subject, different story…

And a much bigger outcome.

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