| Not long ago I received the following question from a client…
Q: “Craig, I have a question about my marketing message and would love some help coming up with a sexy name and tagline for my program. My only statement goes like this:
"I am the only coach who helps high performing entrepreneurs lose up to 50 lbs of fat, feel better, sleep easier and enjoy the process in 6 months."
Sexy name: "12 week neurotype transformation" or "6 month world class transformation"
Sexy tagline: " lose up to 30 lbs of fat in 12 weeks through neurotype training and nutritional medicine profiling."
How would you change the marketing message and name/tag line?”
My Answer:
Your tagline is way too complex.
No one knows or cares about neurotype training.
Think about what your clients care about, how they refer to themselves, etc.
At the end of the day you help busy men and women lose ugly belly fat. That's what matters to them.
So focus on the people you’re helping, and what they care about most.
And the shorter the time in which you can deliver results, the better.
It’s better to promise 20 pounds in 8 weeks than 50 pounds in 6 months.
Not only do people want their desired outcome ASAP…
But the shorter time frame also sounds easier, simpler, and implies less work.
So with all that in mind, I’d suggest something more like:
Attention Busy Entrepreneurs and Executives - Torch Away Up to 20 LBS of Stubborn Body Fat in 8 Wks Or Less Using Short "Micro Workouts" (WITHOUT giving up your favorite foods like bacon, bread, or ice cream)
*Adjust the food bit accordingly so it doesn’t contradict any nutrition protocols of your program.
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Another client wrote in…
Q: “I have a question about doing a Call-to-Action in my marketing. At what point is it too much? I do them regularly but other influencers in my space say that I’m too salesy.”
Answer from my friend Ron Mourra:
We are constantly being pitched to in stores, online, etc.
In your case you are also providing value in your daily content. You have earned permission to ask for the sale.
Most important, if Craig never had a CTA on his stories back in August 2018 when I started watching him my life would not have taken this turn for the better.
CTA’s are the reason my clients sign up and in turn transform their bodies.
We need a sense of urgency and deadline otherwise we would not take action.
Personally I could care less about what other “Influencers” think.
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^^ An excellent answer from Ron.
I think it’s important to point out that these two different questions also share a guiding principle — which you should always use to optimize your marketing…
And that is this:
Make your marketing about your prospect first... THEN about your product.
What does your prospect care about most?
What are they experiencing right now?
How do they describe their problem(s) in their own exact language?
How can you show them you understand what they’re going through?
What do they need to know to have confidence your solution will work for THEM?
I’ve said it before and I’ll say it again…
You must enter the conversation already taking place in your prospect’s mind.
If you just focus on that…
No one will care if you’re being “salesy” because your offer is perceived as highly valuable, as if it was custom made for them...
And your marketing will also bring in 10X more sales.
Does it take some extra work?
Sure.
But it will be infinitely worth it.
I promise.
Success Loves Speed,
Craig
PS - If you’re ready to 2X your income (or more) while working 10 less hours per week...
... Just REPLY to this email with the words “2X 10 LESS” and we'll set up a time to chat with you to find out if we can help. | 
