Reframing.
It’s one of the most powerful things you can do.
Instead of saying: “This is difficult!” Say… “This is a challenge!” This gives you a lot more agency and control over the situation.
And it’s also incredibly useful for the savvy marketer.
Consider this: If you had to decide between the following offers, which one would you choose?
Offer A: Buy my email marketing services (no setup costs required).
Offer B: My email marketing services have allowed 8+ businesses to double their email revenue within 30 days without lifting a finger. Want me to install it for you without any setup costs?
It’s the same offer.
Yet, offer B seems wildly more attractive.
That’s because B isn’t framed as a mechanism (email marketing services) but as a solution/result (double your email revenue).
Depending on which angle you present your offer from, you’ll have very different perceived levels of attractiveness and you might even attract totally dissimilar audiences.
Example:
Let’s suppose I sold a coaching program teaching people how to grow and monetize an email list profitably. I could frame it like this:
“Make your first dollar online in 90 days by growing a profitable email list from scratch – even if you have 0 followers and no authority!”
What type of people do you think this will attract? … Beginners who haven’t made a penny online yet.
Let’s now frame it in the following way:
“Increase your business’s bottom line revenue by up to 20% in the next 90 days by growing a profitable email list from scratch!”
Who do you think this will attract? … Most likely established business owners who are looking to expand their marketing efforts.
Same offer mechanism. Different framing. Different audiences.
See…
It’s okay to “hide” certain facts about your product and emphasize others to make it look more appealing to your ideal customers.
Now, I can already hear that one creepy virtue-signalling succer that’s hiding somewhere on my oh-so-safeguarded email list screaming:
“But this is super unethical Tim! YoU’Re LyiNg tO yOuR AudIeNce!”
Look, this has nothing to do with “lying.”
You’re not making shit up. You should ALWAYS be truthful to your customers. Trust is the most valuable currency in online business – especially in 2024 where there are gazillions of scammers out there.
What you’re doing here is merely doing what every sensible business person does already: present themselves in the best possible light so they can help the most possible people!
I recently tweeted something along the lines of:
Bending reality to your will is only unethical if your product/service isn’t helpful (in which case you shouldn’t be selling it anyway).
Alright, that’s it from me today.
Talk soon,
Dr. Strange, umm... Tim <3
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