April 25, 2017

The Transformation and The Stuff

transformation

You desire for your wallet explode under the strain of the sacks o’cash generated by your incredibly crafted copy…right? Riiiiight?

Chances are your offer needs a revamp, an overhaul, a makeover.

I say this from vast experience in offer redesign….your heart is in the right place, but your positioning is all wrong.

If your offer has bullets like these, your shots are whizzing by your mark:

  • Six Weeks of One-on-one calls
  • Eight modules created to walk you step-by-step through an intensive purpose discovery process.
  • 27 Self-exploration exercises that challenge you to look at yourself a new way
  • Lifetime access to an online e-course for learning at your own pace

The above bullets were taken from the offer section of real sales letters. And some sales letters were pretty good…

Until the reader reaches the offer section…and finds the “how” rather than the “what”…

Womp womp.

Irresistible offers do NOT focus on the “how”…the method of delivery is largely irrelevant to why people buy.

As Jeff Walker, creator of Product Launch Formula, puts it “Your offers is about the transformation FIRST, plus a little about the stuff.”

None of the bullets above talk to transformation. Sure, the sales letters leading up to the offer often did a decent job describing the “why” behind the program (some better than others), but all totally lost it at the most crucial place…the offer!

Here are examples of how to improve an offer about “stuff”:

“Six weeks of one-on-one calls” could be “Together, we will develop a concrete action plan to reach your goal weight and ongoing accountability in a series of six one-on-one coaching calls.”

“Eight modules…” could be “You will want to bound out of bed each morning with a smile, make more money with less struggle, and eliminate procrastination in your daily life when you invest your effort into this intensive purpose discovery process.

See what I mean, jelly bean?

Try this game with the other two…or even with any offers you see on the internet.

Remember to keep those transformations Specific, Concrete, Measurable, Tangible and Verifiable.

I’d love to see what you come up with…

Lindsay

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