Here’s reason number 472 why I don’t understand the appeal of hiking.

Our son Jake is home from medical school and he loves hiking, so we all piled into the Lexus SUV and drove two-hours to Raven Cliff Falls where we proceeded to hike for another three hours.

On the hike back, we had to stop because another hiker went into the stream and got bit by a snake. There was a helicopter to trying to figure out how to air-lift this person out while EMTs attended to her.

Snakes in the water – that’s scary.

Driving round trip for four hours to walk for three hours in a place where you can get bitten by a snake, is insanity.

Why do people love hiking? Beats the heck out of me.

But, hundreds of thousands of people think it’s the best thing on the planet.

And there’s the rub, young Hamlet.

What appeals to you might not appeal to others- including your prospective clients. That’s why selecting a hot topic for your webinar, book, report, video, etc is mission critical. It needs to be about something that interests your prospect instead of what interests you.

Now, there is a twist on that.

You can persuade people to your way of thinking and get them interested in what you want to talk about, but, you must first hook them with a hot title which is based on the outcome they desire. I’ll discuss more about that in future DEEmails.

The bottom line is, your lead generation magnets must always put the prospect’s self interest at the forefront. It’s not as easy as it sounds because most of are so deeply involved in our business, that we can easily forget about what appeals to our prospects as opposed to what appeals to us.

Kick butt, make mucho DEEnero!

Dave “I Hate Snakes” Dee