New intro tagline for PU?
I read this line and loved it:
The deal I propose is simply this: You provide the motivation, I will give you the tools and skills you need to reclaim control over your life.
As a matter of fact, I liked it so much, that I thought about putting it in the intro for PU.
Any idea or feedback on this?
I like it a lot. Now playing devil's advocate, how could you make it better?
- Right now it's a bit generic. You could say the same for many other courses. The value prop is somewhat abstract and diluted (reclaim control over your life). How can you make it more specific? I've seen other marketing materials attaching a promise that is tangible, like "Get 3 dates after a month" or somesuch. (Granted, that promise is often unfulfilled, but I suspect it's effective).
- You want the prospect to match the value prop to the price tag and say "this is a great deal, I'd pay (multiple) to get that!" This is very hard of course, but it might be a benefit of using the tangible value prop. In the example, the prospect looks at the price tag (say 100 Eur) for the course, and goes "I'd pay 1000 Eur to get 3 dates this month!" (or similar)
The thing with PU is that is so all-encompassing that tying it down to a single benefit is hard. But I think it might be worth it.
I would do market segmentation (just looking at the past purchases) then see if there's any pattern if what people achieved after going trough PU, then promise that. Usually going hyper-specific for this can work. If the promise feels achievable, then it's much better. Example, bootcamps' value prop : "Get a job in tech." That's concrete, measurable, and often they publish success rates (unlike universities).
Quote from Lucio Buffalmano on August 18, 2022, 5:46 pmI read this line and loved it:
The deal I propose is simply this: You provide the motivation, I will give you the tools and skills you need to reclaim control over your life.
As a matter of fact, I liked it so much, that I thought about putting it in the intro for PU.
Any idea or feedback on this?
I also love it.
It seems to correct a flaw in different variations of that same line that other course creators have used in the past:
Example 1: The deal I propose is simply this: You give me your all and I will give you my all is well in this program (caveat: students now think they're more entitled to the instructor's time than they are).
Or:
Example 2: The deal I propose is simply this: You give this course your all and I promise you'll see results within 30 days...this program has worked for thousands of students already, it works if you put in the work (power move: implies the course is already perfect as is because "it worked before, so it'll work now" + suggests that your situation is no more unique than the program's previous students).
I also like that while "control" is a word we hesitate to throw around too much here because it can lead to an implication that for one to be socially powerful they must "always get their way" and "never consider the frames of others", it can work when we're talking about oneself and their own life. (Then it's less about "control" and more about a form of "self-mastery"—mastery over one's own life.)
I think "control" could be the missing diction we'd been looking for to go alongside other keywords on TPM such as "power" and "competence" (so long as it's used well and placed thoughtfully).
Edit:
On the actual line, pulling from Kolenda (again :), it may be more persuasive to use a coherence marker (a word to connect the two ideas) than to omit it.
For example:
The deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to reclaim control over your life.
The deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to reclaim control over your life.
Reclaim control Implies that the future buyer doesn't have control and is slightly demeaning. We don't want to adopt the frame that they are not successful; they may well be high power and still benefit from PU. The most extreme case was Ali's last boss who worded things as if their prospects were gullible. That scathing sentence that will remain tattooed in my mind, 'successful people don't take calls with me.' On this copywriting example we get dangerously close with the implicit assumption that their lives are out of their control.
The frame is that they are in the negative and PU will take them into the green. How could we use a frame that would assume they are in the green, but will reach the next level?
Really quick attempt:
> The deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to be the power-up in even more of your key relationships.
Thank you so much Ali and LOF, super helpful!
I'm still processing this.
Quote from leaderoffun on August 19, 2022, 3:28 pmThe deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to reclaim control over your life.
Reclaim control Implies that the future buyer doesn't have control and is slightly demeaning. We don't want to adopt the frame that they are not successful; they may well be high power and still benefit from PU. The most extreme case was Ali's last boss who worded things as if their prospects were gullible. That scathing sentence that will remain tattooed in my mind, 'successful people don't take calls with me.' On this copywriting example we get dangerously close with the implicit assumption that their lives are out of their control.
The frame is that they are in the negative and PU will take them into the green. How could we use a frame that would assume they are in the green, but will reach the next level?
Really quick attempt:
> The deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to be the power-up in even more of your key relationships.
Yes, I agree with LOF here too.
In my case, I started PU more on the beginner side and, therefore, with less control over my life. So, I needed help reclaiming it which is why that first iteration of the line resonates and appeals to me so much.
However, keeping in mind the other kinds of people TPM tends to attract (oftentimes people who've already made some headway on their journey), a line that acknolwedges that progress (even if it's an assumption for now) might be more persuasive and empowering (and accurate) for many of the readers of that message.
So, continuing from LOF:
The deal I propose is simply this: You provide the motivation and I give you the tools and skills you need to gain more control over your life.
The "more" implies they might already have some degree of control and can get more.
Thank you so much Ali and LoF!
Now it's part of the welcome lesson and in the sales page (as an addendum to "full disclosure").