One of my former clients goes to thrift stores, buys used books, and then sells them on Amazon.
He also sells courses where he teaches people to go to thrift stores, buy used books, and then sell them on Amazon.
Now, imagine you sold courses about flipping stuff from thrift stores. What would your sales pitch be?
Well, my client’s top-performing Facebook ads were all about his mom.
He taught his 70-year-old chain smoking mother to go to thrift stores, buy used books, and then sell them on Amazon.
Then he bragged about it in his marketing, and his conversion rates went up like crazy.
Now, imagine you’re working a dreary full-time job you hate, and you’re looking for a side hustle. But everything seems so hard, and you have low self-confidence, and you just don’t think there’s anything you can be good at.
Then, you see a 70-year-old, chain smoking grandmother making more money than you by just flipping stuff at thrift stores.
You’ll probably say to yourself, “That’s easy! If she can do that, I can do it too!” And you’ll buy the course.
A lot of your customers are thinking the same thing. They might think your course or your coaching program sounds great… but it won’t work for them, because they’re too dumb, or too old, or too fat, or too young, or too undisciplined, or too inexperienced, or too whatever their insecurity is.
If you don’t address that, you lose the sale.
This goes whether you sell business courses, weight loss, anything. (It ESPECIALLY goes if you sell anything related to dating, because people have tons of insecurities about dating.)
So if you’ve got any 70-year-old grandmothers crushing it in your coaching program— talk about her!
Best,
Theo
P.S. What if you don’t have social proof? You can still address people’s insecurities.
If people think they’ll fail because they’ve never started a business before, say “this program is for you, even if you’re a complete beginner.”
You get the picture.
P.P.S. I wrote a mini-book with a bunch of email marketing tips. I’ve used these tactics to generate 6-figure launches for my clients. If you put them to use, you could double your email revenue.
If you’ve paid me any money in the last 30 days, email me and I’ll give you a copy for free. Otherwise, you can get a copy for the exorbitantly high price of $7:
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