Get better clients with “weak” promises

Following is a comment The Aussie Hermit saw on a YouTube video the other day.

And, while I have no idea who it is or what business experience this person has, it provides a great business lesson for us all.

Before you read it, I should probably mention…

This is from a YouTube channel that talks about investing.

And, the guy that runs the YouTube channel has episode titles that are a little "click baity."

Here are his last 3 episodes:

"A liquidity crisis of epic proportions"

"URGENT CRITICAL MESSAGE For All Investors"

"The Bond Market Signals The Unthinkable!"

Etc.

Anyway, here was the comment:

"I really like your videos, but please don't click bait this much. It drives traffic in the short run, but you really don't have to since your content is so good! Please be patient and just keep up the awesome work and you'll become huge in the long run. I get that the click bait is tempting, but at least for me it's a huge turn off."

A lot of wisdom in this quote.

And, one we Coaches should take note of.

Using hypey headlines in our ads or sales letters is tempting.

After all, they get a lot of attention.

But the problem with them is three-fold:

1. They typically attract people that are attracted to hype.
   
   These are not the prospects that will put in the work to get the results in your program (AKA: the "skeptics". Those that have been around the block and know what’s what). They’re the prospects that want results overnight.
   
   They’ve got little patience and little motivation. 
   
   Not great if you want to help people make a transformation.
   
   Moreover, these are also the same prospects that want to spend little to get the result you’re promising.
   
   Also not great if you’re trying to run a profitable/successful business.
2. They don’t work long term.
   
   Hype only lasts a little while because there’s only so many "hype buyers" out there (the skeptics are a much bigger market. Which is another reason why I prefer marketing to them).
   
   Then you have to change to another hypey offer to get the same response.
   
   On and on this cycle goes.
   
   It’s a lot of effort for the problems it causes.
   
3. They tell a fake truth.
   
   What do I mean by "fake truth"?
   
   Well, when you make a big, hypey promise you’re often doing it based on your best case study(s).
   
   Sure, your #1 client reached 7-figures in 6 months, but what about the others?
   
   (This is a business example, obviously. But the same applies to other markets)
   
   This is not to say you shouldn’t make a strong promise. Just don’t go overboard.
   
   For example…
   
   The promise of The Aussie Hermit’s 15 Minute Client program is…
   
   "Attract Consistent Clients Sending This Email Every Day"
   
   But the truth is, I could turn it up a notch…
   
   I could say something like…
   
   "Create a 7-Figure Business Sending One 15 Minute Email Every Day"
   
   And I could say it honestly because I’ve had clients earn 7-figures from this daily email system.
   
   But I don’t promise that because that would be going a bit overboard.
   
   It’d be a fake truth.
   
   I’d rather turn down the hype and make it more believable to the skeptics.
   
   That way, I attract a much higher quality client.
   

Something else to think about…

Often you’ll see gurus promote big, hypey promises in their ads.

For me, this is a big red flag.

It tells me they’re probably not that great at marketing.

The reason being…

It’s very easy to create a hypey promise and get attention.

It’s lazy marketing.

And if they’re using it in their campaigns, they’re probably going to recommend you use it in yours.

I believe the sign of a great marketer is when you can create promises that stand out *without* being hypey.

Promises that may seem "weak" to some, but very appealing to the right (skeptical) market.

This is an incredibly valuable skill indeed.

You get less churn.

Better clients.

Better results.

And more profits, too.

With that being said…

Helping you create offers, headlines, and promises that attract your ideal client is exactly what The Aussie Hermit will help you with inside my 15 Minute Client program.

Specifically, I help you create a strong lead magnet to get prospects to opt into your list.

I help you create a strong email offer to get prospects booked on your calendar.

I help you create a strong program offer to get them signed up at premium prices.

And I do all this without you having to be hypey, or promising a result that feels a little "salesy,."

To learn if this program is a good fit for you, make sure to put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Hermit Hole, Canberra