Copywriters, Business Owners, Marketers!
Lend me your eyes….
For what I share with you today may forever change you.
We are talking my numero uno, hottest takeaway from my weekend at Jeff Walker’s PLF Live.
Now, if you don’t know who Jeff is or what PLF is…no worries…more on all that in future mail. Today, I mention Jeff Walker to give credit for my tidbit where credit is due. (He actually took it from someone else, but I can’t recall the name).
Making your (or your client’s) offer real means you must Land The Plane.
As copywriters and marketers, our main job is getting the right candidates to press that ole BUY Button. That’s it. The whole shabang. We can help get likes, and a following, and an enormous list…but if we can’t bring home the buy, we don’t keep the job.
When I’m right, I’m right.
So, what do I mean by “landing the plane.”
Here’s an example from real life:
A client comes to me and says, “My program helps my corporate women feel more balance and joy in their lives.”
This plane is still in the sky. Like…waaaaaay up there at 30,000 feet. The offer is general, abstract, and intangible. It cannot be measured. It sounds woo-woo and like far too many bullshyt programs sold by snake oil salesmen looking for a quick buck.
Most people nowadays have seen these overzealous, undefined claims a million times…
When a client comes with this kind of offer, it is up to you to help them Land the Plane.
Jeff gave us the following bullet point list to help ground an offer in concrete reality…an offer people can believe in, and will buy.
To land the plane, your offer must be:
- Specific, not general
- Concrete, not abstract
- External (a 3rd party can see it)
For those of you working in the personal development space, this little formula will take a LOT of thinking…especially the verifiable and external criteria…how do you measure “feeling oneness with the Source” after all?
Still, even in that space, even though the ideal customer is aware of what you “mean” bringing it down toward the ground will create more sales.
Back to my example…how could we change the offer?
“More Balance” = “You will discover an extra hour to spend time with your family using our specific time management hacks, morning rituals to get you out of bed at 5 with an hour to exercise before you start your day, meal systems to cut down on daily cooking and provide 30 minutes of extra time for hobbies….etc,”
All can be measured…all can be seen through a camera. Right?
“More joy” = “You’ll feel a pep in your step, find yourself smiling for no reason, less prone to tantrums or yelling at the kids, your inner voice will become more complimentary and you’ll sashay rather the skulk…”
The corporate woman’s colleagues and kids could actually see the results. Right?
The ability to visualize the life after your program will draw more of the right people to you..the people who have been looking for those precise promises you describe. The promises demonstrate your commitment to your prospect, your understanding of how they feel and think, and, most importantly, your trustworthiness because you have done something others don’t…
You’ve promised something measurable.