Want to Tell People What You Have For Them?

Here’s a simple formula …
STEP 1 – Say who your message is for
STEP 2 – Identify their problem
STEP 3 – Talk about why what they’re currently doing to solve their problem won’t work
STEP 4 – Tell them how you discovered what DOES work
STEP 5 – Tell them how they can get itHere’s an image of what that looks like:

Optimising Your Ads, Flyers, Invitations, Copywriting...
Here’s the thing about this formula: your message will come across as real, genuine and welcomed information. To quote another clever marketer, TanyaOutridge:“STEP 1 – Point out who your message is for 

For example, if we’re selling to business owners, we’re going to get more attention from the right people if we specifically say…

“Attention Small business owners who want to DOMINATE their market online (without playing Google games, chasing Social Media, or paying through the nose for PPC).”

This is one of the biggest issues business have to get their heads around. It’s better to narrow your niche, not broaden. If you ask people “who is your ideal customer”, most will reply something like “oh anyone really should be using this product”.

But there’s an old saying … if you go after “everyone in general” you’ll end up attracting “no-one in particular”.  Or put simpler, man who cases two rabbits ends up catching none.

STEP 2 – Identify their problem. 

What’s going on with these people you’re selling to?  Sure, people have lots of problems, but talk about the one that your product or service solves and really develop it over several paragraphs.

And for the record, we’re not trying to twist the knife in their side to make them feel the pain.  We’re trying to build a bridge so they know I get it.  We’re on the same side.

When you describe their problem in a way that has them nodding along, they start to see you as a friend, or at least a trusted resource. You’re someone who MIGHT have the answers they’re looking for. That’s exactly the position you want …

STEP 3 – Talk about why what they’re currently doing to solve their problem won’t work

This is the space where you’ll discredit all other possible solutions.

Make an exhaustive list of your competitors and/or ways to handle the problem and their shortcomings.  Point all of that out to your prospect in a “If you’ve ever tried ___, you already know how disappointing that can be” way.  Remember, you’re on the same team.  So align yourself with them psychologically.  All other solutions are on the other team.

This is about overcoming objections like “I’m already doing X or I’m afraid of Y or I don’t have enough money for Z.”  You’re meeting them in that space in their head where they naturally go to resist change.

You have to discredit their current mindset about the problem in order to open their minds to what you offer.

Don’t forget to make apples to oranges comparisons.

For example, when we put out an offer to sell our web design services, we should be sure to compare our services to trying to design your website yourself, or not having it done at all.

Yes, we’ll still make the comparison between us and our competitors, but we’ll also focus on what it’ll be like if you never get around to designing or re-designing your site.

Or, perhaps we’ll focus on lifting the burden from you. We’ll point out all the things you have on your plate already, thus making our services the natural, logical choice.

STEP 4 – Tell them how you discovered what DOES work

This step is a huge deal.  It covers so much.  This is where you’ll get a chance to provide the solution.

Show pain of and cost of development – “You wouldn’t want to (or couldn’t) recreate this on your own”

Explain ease-of-use – “It’s easy”

Show speed to results – “It’s fast”

Future cast – “Just imagine what your life will be like once you have/use this.” 

Show your credentials – “You should listen to me because”

Detail the benefits – “Your life will be better in the following ways”.

Get social proof – TESTIMONIALS, TESTIMONIALS, TESTIMONIALS or, if possible, keep it super simple with a short brag list of esteemed clients.

Now, there is a lot going on here in step 4.

But remember that the formula states that step 4 is about telling them how you discovered what does work.  This is really about storytelling.

You’re just telling the story about how you built/found the solution they need.

You can talk about how much it cost you to do that or how hard it was, how long it took, etc.

Then you can go into detail about how well it solves the problem (how easy it is to use, how fast they’ll get the results they want).

Paint a picture of how different/better life is going to be when they get their hands on what you have.

Then explain that you’re not just some jerk who can post a website.  Giving a little background (braggy stuff) about you helps them know you’re not a sheister looking to take $97 from them.  You’re legit.  Let them know.

STEP 5 – Tell them how they can get it

This is the most important step.  You’ve got them here, now give them what they want!

Make your offer and name your price.

It might be a good idea to also back up your reasoning for the price you chose.  The truth is very powerful.

Why did you choose $97?  $199?

Because your competitors are charging more and you’re delivering more so you know it’s well worth that price?  Say that OUT LOUD in your copy.  It’ll only strengthen the perceived value of your offer.

For example we might say that with us you don’t only get coders, you also get marketers who can shave all the rough edges off your copy and polish it into a glowing verbal tribute to your business.

Then, you’ve got to tell them EXACTLY how to get their hands on your goods.


That’s why you see people saying “Click on the link below” or click here or “DO EXACTLY THIS.”

You might need to picture your client as a little dense (no matter how sophisticated your market is).

We’re not suggesting you talk down to them, but what we are suggesting is that you make your call to action so brain dead simple that a 4 year old would understand exactly what you want them to do.

Right down to the Add to Cart Button that still works today …

In step 5 you also have an opportunity to reverse risk (with a guarantee), inject scarcity (with limited availability or a deadline), and close the letter with reminders and warnings.And that’s it!Now if it still feels overwhelming to you, I want to remind you that the marketing gods are not going to strike down upon you for forgetting to add in bonuses or failing to adequately future cast.  Those things will make your offer stronger, for sure.

But it’s more important that your offer gets read and makes a connection with the right people.  Over time you can easily go back and add in strengthening elements.

If you get hung up on including all the “stuff” you’ve been told you should (and yes I agree you need all that stuff), you might not get around to getting it out there in the first place.  So start with a real human connection.  Then master the sale.

Here’s an exercise for you … take a look at your core offer landing page.

Can you see that you have followed this formula?  If you haven’t, fix it.  Add in what needs including.  It’ll only make your offer stronger, give your copy more structure, and therefore, make the whole thing more compelling and easier to read.

Here it is one last time for good measure …

STEP 1 – Point out who your message is for
STEP 2 – 
Identify their problem
STEP 3 – 
Talk about why what they’re currently doing to solve their problem won’t work
STEP 4 – 
Tell them how you discovered what DOES work
STEP 5 – 
Tell them how they can get it.”