Your clients are too smart for your offer

My highest priority with my clients is to get them results.

It’s not to make them:

• Like me

• Feel good

• Pay me more

So when I was on a call with a coaching client yesterday … I dished out some tough love.

We were talking about his offer mechanism.

In case you’re unaware:

Your offer mechanism – how you deliver results for your clients – is SO much more important to them than any shiny promise or guarantee.

And that’s exactly what I told my client:

Your clients are
too smart for that.

To understand this, let’s take a little detour:

There’s a copywriting concept called ‘Market Sophistication’ – many copywriters claim to know what it means … but few actually do.

Market Sophistication means:

How many times has your market been exposed to a marketing message?

In other words:

How “numb” they are to certain claims you make.

Eugene Schwartz (legendary copywriter who invented this concept) talks about 5 stages of Market Sophistication. 

(This is a fundamental concept … listen carefully.)

Phase 1: Claims – anything goes. You make a claim … people buy.
Example: “Lose fat”

Phase 2: Amplified claims – people are used to these claims so you make them more specific.
Example: “Lose 10lbs of fat in 28 days”

Phase 3: Mechanisms – claims are overused so you create a mechanism to “logically” back your claims.
Example: “Lose 10lbs of fat with my fat-shredder blueprint”

Phase 4: Amplified mechanisms – when mechanisms don’t work anymore you amplify them further.
Example: “Lose 10lbs of fat while only eating the foods you enjoy and exercising once per week without workout equipment”

Phase 5: Identity – people are “numb” to mechanisms and claims so you target their deepest pains and desires.
Example: “My doctor told me I wouldn’t make it past 60 if I continued like this…”

If you’re a copywriter or ghostwriter…

Your potential clients are almost certainly in phase 4 or 5.

Cheap promises and mechanisms don’t work on them. They’ve been pitched too many times by idiot copywriters who don’t know what they’re doing.

Instead?

We must employ logical mechanisms.

Keep in mind:

As copywriters/ghostwriters, we’re offering DFY (done-for-you) services.

Which means … your clients don’t pay you for info.

They pay you for the implementation.

So our goal for our ‘mechanism’ should be to lay out a logical, fact-based process while continually emphasizing the benefits for the client.

No corny names like “fat-shredder blueprint.”

If you need help creating a mechanism that feel confident in and that will convince your clients…

I’m opening my coaching program in less than 2 weeks.

Want early dibs?

Reply with “Waitlist” and I’ll shtick you on there.

Tim <3

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