He played for 1,097 people but only one noticed

Let me tell you a remarkable story about presentation, perception and how it applies to just about everything in your business…

On 12 January 2007, a man stood just outside a subway station in Washington DC and started to play the violin.

He wore a baseball cap. And over the course of 45 minutes, he played six pieces, including two by Bach and one by Schubert.

Because it was rush hour, it was crowded. Exactly 1,097 people poured through the station, most of them on their way to work.

According to video footage, three minutes went by before anyone even noticed the violinist.

That someone was a middle aged man. He turned and glanced at the musician….

…. barely altering his gait before hurrying on to catch the next train.

Thirty seconds later, the violinist received his first tip.

A woman threw a dollar bill into his open violin case. She did it hurriedly, like someone flicking a cigarette butt into the kerb.

A few minutes later, a man named John David Mortensen leaned against the wall to listen to the music.

Three minutes later, Mortensen looked at his watch and started to walk again. He too had a train to catch.

The one who seemed to pay the most attention was a three-year-old boy.

Clinging tightly to the hem of his mother's skirt as she hurried through the station, the kid's head followed the violinist even as he was being dragged away.

Several other children had the same reaction. But all their parents, without exception, forced them to move on.

In the 45 minutes the musician played, only seven people stopped and stayed for any length of time.

About 20 gave him money but continued to walk at their normal pace.

He collected $32.17.

No one applauded.

Only one person out of the 1,097 that passed in or out of the station recognised the man.

She patiently waited for him to finish, then went up to say hello to….

…. Joshua Bell, one of the most celebrated musicians in the entire world, who had agreed to take part in an unusual social experiment.

He had just played one of the most intricate pieces ever written, with a violin worth $3.5 million.

Three days earlier, Bell had sold out a theatre in Boston playing the same repertoire.

Average ticket price for that performance: $112.

So why am I telling you this story today?

Well, there's a lot to be drawn from this, obviously.

It's not just a lesson in the importance of slowing down and appreciating the beauty that's all around us every day.

It's also a lesson that presentation is everything.

And that your expertise can't be assumed or taken for granted.

And this holds true whether you're a world-famous musician doing undercover busking at a tube station or…

….. a solo business owner trying to attract clients through your website.

Let me explain.

When it comes to online marketing, many business owners think having a great product or service is enough. And don't get me wrong, quality is important.

However….

Just like Joshua Bell's talent was ignored when he presented himself as a street busker but celebrated when he presented himself as a concert performer, your business can be overlooked or highly valued depending on how you present yourself on your website.

The way you present your expertise, frame your services, and communicate your value determines whether visitors see you as just another option or as exactly what they need.

Even if you manage to get someone to visit your website (which is pretty easy if you use a paid advertising channel like Google Ads), that's just the first step.

The real magic happens (or doesn't) when they land on your homepage and see how you've chosen to present yourself.

And this is where so many solo entrepreneurs miss the mark.

You can have the most brilliant expertise in the world, but if you present yourself poorly on your website, it's like Joshua Bell playing his heart out whilst dressed as a busker – people will walk right past without recognising your true value.

One of the most important ways to present yourself effectively is to have a clear value proposition – i.e. a headline that immediately communicates what you do and why visitors should care.

(And trust me, a phrase like "Welcome to our website" or "About Us" is not going to move the needle here)

So what makes a good value proposition?

Well, it should clearly answer three questions for your visitor:

1. What do you do? - Be specific about your service or product

2. Who do you do it for? - Define your ideal client clearly

3. What's the benefit? - What outcome or result do you deliver?

For example, instead of "Welcome to ABC Consulting", you might say:

"Get your small business running so smoothly you can work 20% fewer hours while increasing profits"

Do you see the difference? The second version immediately tells visitors exactly what you do, who it's for, and what benefit they'll get.

The best value propositions are also specific rather than vague. Instead of saying you help businesses "succeed" or "grow", spell out the exact transformation you provide.

As I said earlier, how you present yourself can't be assumed or taken for granted.

But a well-written value proposition is one of the key tools that will help you present yourself as the expert solution visitors are looking for.

If you want to dive deeper into this topic and learn about other essential elements of presenting yourself effectively online, you might find my book "Building an Automated Lead Machine" helpful. It includes the same step-by-step process I use with my clients to create powerful value propositions that immediately grab attention.

Click here to find out more about the book.

Remember, just like Joshua Bell's talent was always there regardless of where he played, your expertise is always there too. But whether or not it gets noticed and appreciated comes down to how you choose to present it.

And with the right presentation and a compelling value proposition, you'll soon be hitting all the right notes with your marketing!

All the best,
David.

PS – One more thing about your website…

Don't underestimate the power of social proof.

When visitors land on your page, they're often looking for reassurance that they're making the right choice. Testimonials, case studies, or even a simple "trusted by X number of clients" can make a huge difference.

It's like walking into a restaurant and seeing it packed with happy customers – it makes you feel more confident you're in the right place.

And just like a strong value proposition, social proof builds trust and nudges people towards taking that next step with you.

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