- Marketing is perception
- It doesn’t matter how good your product is. It matters how important and valuable that product is perceived by other people
1. Identify and illustrate the problem (12:05)
3 levels of awareness
- most people are unaware of the problem in their lives
- people are aware of their problem but they may not understand it
- solution aware
- they know of a solution, you need to tell them how to solve their problem with it
- product aware
- tell them why your product is better than others in the market
- they already know your product
- give them incentive to act e.g. a limited time offer
2. Positioning (16:00)
Eternal markets (self-improvement or self-actualization) / Evergreen content topics:
Wealth, Health, Relationships
Catch attention with copy written from one of the 8 human desire angles:
- survival
- comfort and clarity
- social acceptance
- life enjoyment
- perceived status
- sexual companionship
- freedom from fear
- safety of community
3. Write about the big problem relating to people's desire (19:00)
- why am I not making a 6-figure income?
- how is it affecting my life?
- people don’t care about spiritual things if they cannot pay the bills
4. A unique mechanism - a step by step guide (20:55)
- how did you solve the problem so other people can follow your path?
- you learn from multiple sources to make the experience your own
5. Benefits in bullets (22:50)
- get people to understand why it is relatable and applicable to their lives
- make them in bullets to make it easy to read – people may not agree on the first two but they may see something good on the list easily
6. Proof (23:55)
- you are a proof because you have lived it
- if you don’t already have testimonials from clients, find proofs online from people who have experienced the same thing and form a strong argument in your writing