Good messaging looks like this

Yesterday, I talked about the “birds and the bees of getting clients” and what a crucial role messaging plays.

A bunch of you asked "okay smart guy...what does GOOD messaging look like?" Fair question. Let me show you some examples of what doesn't work first.

At $5k it's hard to sell this: "I help high achievers make quantum leaps in life and career."

Or this: "I help women get unstuck and find confidence to pursue their dreams."

I'm not poking fun at anyone here. If you've been around my coaching you know inner work is 80% of the game. It's what your ideal client actually NEEDS.

Hell, I used to say "I help entrepreneurs build businesses around their unique gifts." I'm not immune to crappy messaging either.

But here's the thing most coaches miss.

What someone needs is very different than what they want to buy.

Your ideal client might NEED confidence. But they don't wake up thinking "man I really wanna buy some confidence today."

They wake up thinking:

"I need more clients."
"I hate my job."
"I'm broke."

Those are the problems they'll pay to solve. Not the deeper stuff underneath.

So your messaging needs to speak to what they WANT. Then you deliver what they actually NEED once they're inside your program.

Make sense?

This is exactly why I stopped talking about "building businesses around gifts" and started talking about "make $5k a month writing emails."

One sounds nice. The other gets people to pull out their credit card.

In the next email, I'll break down the exact formula I use to create messaging that converts. It's stupid simple once you see it.

Stay tuned,

Jason Lew