Have you ever dealt with someone who is generally bad at something but at the same time, they’re absolutely confident that their work is excellent? If so, you most probably saw the Dunning-Kruger Effect in action.

If you’re not familiar with the term, the Dunning-Kruger effect is a type of cognitive bias in which people believe that they are smarter and more capable than they really are.

It’s fairly common, but in my opinion, most service-based business owners actually suffer from its opposite: the impostor syndrome.

While the Dunning-Kruger effect causes people to believe that they are smarter, impostor syndrome can convince real experts that they are not knowledgeable enough.

It’s something that I’ve suffered from for a long time. At first in college where I was the best in my class, but I attributed that to dumb luck. Then in my software development career, when clients would sing my praises, I would get really uncomfortable and discount the compliments by crediting others.

And finally, in my latest venture as someone who helps service-based business owners grow their businesses online, I’ve delayed going all in for the last two years. And although I was way ahead of others, I felt that I did not know enough to actually sell my services. If you look at the track record, it does not make any sense. I’ve been building sales-driven websites and funnels for the last decade, and my clients have seen results that speak for themselves. And yet, I felt like a complete impostor.

I’ve also noticed it recently with a few prospects that I spoke with. They did not word it that way, but you could tell that they didn’t want to market their services because they felt that they are not worth it. They did not want to interrupt other people, they refuse to send an email to promote themselves even though their fans have given them permission to sell. And worst of all, they are reluctant to follow up on their prospects because they don’t want to disturb them.

Honestly, I get it. And I don’t blame them.

But it’s dangerous. If you’re not completely sold on your service, then you’ll always have trouble with selling. On the other hand, if you’re 100% convinced on your service, and on the value that you bring, you’ll know that you’re actually doing your clients a disservice by not allowing them to buy from you.

That’s why when I work with someone, the first thing we do is to make sure we clear the myths and create a mind-shift so that they can be comfortable with marketing and selling. And, if their service isn’t actually valuable, I help them pivot and find something that’s truly valuable for their market.

In my Service Business Blueprint, I have a concept of “irresistible offers”. These are offers that your market is actually hungry for, and desperately want. Once you have nailed your “irresistible offers”, you can be confident about the value it creates for your clients, and that confidence brings with it a lot of good news.

To download the Service Business Blueprint, go to ServiceBusinessBlueprint.com

Author

Umar is the co-founder of ArcheTrust, a marketing agency dedicated to helping small businesses make more money so that the owners can finally live the lives of their dream. He is also the co-founder of the Simple Growth Magazine where he regularly shares his knowledge and opinion about growth strategies. Having started as a freelancer over a decade ago, he's been through most of the challenges that small businesses face, and today he uses his experience to help others avoid the pain that he went through.

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