In Module 6 Brian shared a brilliant hack for escaping the ‘clever trap’ and getting real clear on what you offer clients.
Grab an audio recorder and start talking about what you do. Do you have a trusted confidant (think accountability/brainstorming group) where you can get on and just let loose about what you bring to a show, audience, producer, or end-client?
This is a perfect opportunity to look at what you came up with during the branding exercises and get it clearly into written copy that won’t make your prospect think – even for a moment.
“Oh… she does__________ and it is exactly what I want. I’m going to keep reading and then do what I’m told to do!”
That’s called ‘meeting them where they’re at and giving them a direct call to action’.
The legendary copywriter John Carlton broke it down into this formula:
- Tell them what you’ve got
- Tell them what it will do for them
- Tell them what to do next.
And that simplicity kills the clever part of us that wants to have fun and create and pretend – even for a moment – that they are present and focused on our world.
“This is a medium of distraction!” Brian told us, “and if we force them to think, we lose them.”
Your challenge for today is this: Get it simple. Comb over your branding and extract what you bring to audiences, and then put it into 5th grade simplicity.
Even if it makes your blood curdle, do the exercise. Get used to talking about yourself in this way and just see if you don’t have more engagement, longer page views, and higher conversions.
I Double Dare You!