Hey ,
I wanted to dive into your inbox with a wee tip that’s gonna help you write more persuasive marketing messages.
Is that cool?
OK, so something I see all the time with a lot of online experts that absolutely decimates their conversion rates.
Allow me to elaborate.
As an expert in your niche, you know what your ideal clients need, right?
Improve their mindset…
Increase their fitness…
Set better goals…
Change their diet…
The thing is that these are all kinda vague, long-term goals that are open to a lot of interpretation.
Not good.
Because you don’t want to leave things open to interpretation.
You want to tap into their deepest desires…
Hold up a magic mirror so they can see their lives when those desires are fulfilled…
Or see how awful things will be if they continue to live without fulfilling those desires.
Here’s an example.
Let’s say you’re a health coach who helps people implement a sustainable vegan diet.
You know that what people need is a meal plan, shopping guide, simple recipes, support to keep them accountable.
But that’s only the surface level
stuff.
You need to dig a little deeper.
What do they really want?
What do they believe is stopping them from getting it?
Let’s use the same example as before.
Instead of selling people a meal plan, sell them the ease of maintaining a balanced and nutritious vegan diet…
Instead of a shopping guide, they’re buying the time they’ll save searching for the right products…
Instead of recipes, you’re selling them the look on their kid’s faces when they find out
there’s no meat in their lasagne…
And instead of support, they’re investing in the confidence in their ability to maintain a vegan lifestyle.
So when you’re writing emails, social captions or anything else for your coaching biz this week..
…remember to “sell them what they want
but give them what they need”.
OK. I’m flying to the UK for a week tomorrow so time to say good night and spend a few hours with Mrs. Wilko.
Talk soon, .
Andrew 'Wilko' Wilkinson
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