Recently during a weekly reflection, I had a think:
How did I sign my very first client?
I did this because one of the fastest ways to make more money NOW is to emulate & reverse engineer what’s worked for you in the past.
But instead of just spinning up some funky theory in my head… I decided to ask my first client what exactly made him buy.
Here’s his answer:
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“Hmm lemme think.
I recall reading your daily emails for a solid 2 months before I even followed you on X. I thought you were interesting, but I didn’t think I’d ever buy anything from you. That was until you sent out an email titled “sledgehammer vs chisel” or somethin like that where you laid out the 3 “needle-movers” any brand should focus on.
Because you described exactly how I felt at the time and how confused I was about this exact topic (and you placed a neat little CTA at the end), I decided to reach out and the rest is history.”
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What an answer!
There are so many lessons to take away from this but today, I want to focus on only one. And this is a concept I call:
Have you ever wondered why MMA fighters don’t just slap each other?
No? Yeah, me neither.
(It would be pretty hilarious though.)
But anyway… the reason for this is that slaps are not nearly as deadly as a well-placed fist. (You probably figured that yourself).
This is because your flat hand has a bigger surface area compared to your clenched fist.
A slap’s force is more evenly distributed across the face, making it less effective. A fist, on the other hand, is a concentrated bundle of destructive power. Place it on the right spot, and you’ve secured yourself a knockout (read: sale).
See, it’s the exact same with your marketing message:
If you target broad, surface-level problems, desires, and pain points it’s the equivalent of slapping your opponent in an MMA fight – it’s stupid, perhaps even dangerous.
Compare that to what my first client experienced:
A description of the EXACT and SPECIFIC problem he was facing at the moment alongside the PERFECT solution he needed then and there.
It’s like a one-two combo.
A well-placed jab to the belly to lower his guard and then a hook to the chin.
The lesson is this:
Make your marketing message as specific as possible.
Casting a broad net might sound clever, but in reality, you’re letting all the best fish slip through the net.
There’s so much noise nowadays.
As a marketer, you won’t get away with cheap surface-level targeting anymore. You must land a fist on the chin with that ONE specific customer avatar and their ONE biggest pain point/desire.
Now go out there and let’s get ready toooo rumble.
Reply to let me know how you liked this email.
Talk soon,
Tim <3
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