New PU Sales Page (feedback?)
Cool, would be curious to see how this performs and happy if it outperforms the more general "advanced social skills" idea.
The only thing I'd adjust is the wording of the niche:
Good people who need to learn how to win more.
And this is why (based on a quote that I came up with):
"The world doesn't reward the 'good'. It rewards the effective. And, sometimes, to be effective, you have to be 'bad'." — Ali Scarlett
People don't need to learn how to be bad for the sake of just wanting to be more bad. Ideally, it's because they want to get more out of life.
So, by making the emphasis on winning and life effectiveness (and then in the sales copy underlining that it's the bad that gets them there), not only could it appeal to more people, it'd probably also be more accurate to TPM's mission since TPM never set out to create bad people anyway, it's simply a necessary prerequisite for learning how to maximize one's gains in life.
Thoughts?
Great point, Ali!
The emotional tagline fires up
There is one advantage of the "less correct tagline" though:
More truthful tagline: Good people who need to learn how to win more.
VS:
More emotional tagline: For too nice people who need to learn how to be bad (swapped "good" for "nice" here, still thinking which one is best)
Besides the higher emotional charge of the latter, there is one important advantage in my opinion:
It recalls a known concept that most people are already familiar with.
Such as, it fires up the already familiar neuro-association of the "too nice guy/girl".
In marketing some people say that you want to channel an already existing mental representation, instead of trying to create a new one.
It's similar to what you already did actually by going from "course on power" to "course on advanced social skills". This does something similar, at the prospect level.
Now, from there:
The constructs of "too nice guy" and "too nice girl" are often associated with having to become "a bit more (positively) selfish/asshole/bad" ("Why Men Love Bitches", in my opinion, sold in good part thanks to the title rather than the content, and "bitch" there is associated with "learning to be more bad").
"Learn how to win more", albeit more correct, doesn't fire up that same contrast and construct, so it ends up having the same (possible) issue of the initial pitch: it's not really direct at anyone specific -and nobody really feels it's talking to them-.
Finally, the "learn to be bad" is simpler, and that's always a nice pro for taglines.
Best of both worlds: being bad for subtitles, being "bad at the right times" and "winning more" for the copy
That being said, since you're right, a good option may be to use the "too nice people learning to be bad" as titles/subtitles, but then being more correct in the longer copy.
Product description as "advanced social skills" may still go well with the new prospect avatar
About this one:
Quote from Ali Scarlett on April 19, 2023, 7:37 pmCool, would be curious to see how this performs and happy if it outperforms the more general "advanced social skills" idea.
I think the two can co-exist.
Albeit the new tagline may be familiar enough to allow the pitch of a course on power, one can still use the "advanced social skills" angle.
Such as, it may as well be an "advanced social skills" course that happens to teach "too nice people" how to "also be bad" (when the situation calls for it).
Or a mix of the two: "a course on power, which for ease of comprehension you may as well think as an advanced social skills course.".
P.S.:
Love your quote.
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Change of heart:
Thank you Ali, you made me change my mind (for the better, I believe).
Updated the homepage tagline now to include the "winners" line.
There is no benefit in "learning to be bad" per se, but there is a benefit in "becoming a winner".
Plus, Machiavelli below it and the whole theme of "power" already communicate the "darker side" of "being bad" and frame the offer that way (albeit not accurately, but that's how it is for most people).
So no need to restate it, and better instead to take the opportunity for a different and more benefit-driven angle-.
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Quote from Lucio Buffalmano on April 19, 2023, 10:09 pm(...)
The emotional tagline fires up
(...)
More emotional tagline: For too nice people who need to learn how to be bad (swapped "good" for "nice" here, still thinking which one is best)
Besides the higher emotional charge of the latter, there is one important advantage in my opinion:
It recalls a known concept that most people are already familiar with.
Such as, it fires up the already familiar neuro-association of the "too nice guy/girl".
In marketing some people say that you want to channel an already existing mental representation, instead of trying to create a new one.
It's similar to what you already did actually by going from "course on power" to "course on advanced social skills". This does something similar, at the prospect level.Now, from there:
The constructs of "too nice guy" and "too nice girl" are often associated with having to become "a bit more (positively) selfish/asshole/bad" ("Why Men Love Bitches", in my opinion, sold in good part thanks to the title rather than the content, and "bitch" there is associated with "learning to be more bad").
"Learn how to win more", albeit more correct, doesn't fire up that same contrast and construct, so it ends up having the same (possible) issue of the initial pitch: it's not really direct at anyone specific -and nobody really feels it's talking to them-.
Finally, the "learn to be bad" is simpler, and that's always a nice pro for taglines.
I liked the thought process behind this, but the first time I read it, it reminded me of our conversation about the tagline "where nice guys come to finish first".
It hits on all of the pluses you mention above but feels like it alienates those who may not consider themself a "nice guy/gal" but could still benefit from PU.
BUT, if the goal is niching down as you say, then maybe alienating those other groups would be a good thing, and perhaps adequate and meticulous testing would be the only way one could truly know for sure in the end.
With that said, as far as my personal thoughts/feelings (and happy to read others' as well), I like the recent homepage update. Just as you say in your post above (and from a WIIFT perspective), there's more benefit to "winning" than "just being bad" (which was also my line of thinking).
Quote from Ali Scarlett on April 20, 2023, 2:14 amI liked the thought process behind this, but the first time I read it, it reminded me of our conversation about the tagline "where nice guys come to finish first".It hits on all of the pluses you mention above but feels like it alienates those who may not consider themself a "nice guy/gal" but could still benefit from PU.
BUT, if the goal is niching down as you say, then maybe alienating those other groups would be a good thing, and perhaps adequate and meticulous testing would be the only way one could truly know for sure in the end.
With that said, as far as my personal thoughts/feelings (and happy to read others' as well), I like the recent homepage update. Just as you say in your post above (and from a WIIFT perspective), there's more benefit to "winning" than "just being bad" (which was also my line of thinking).
Yep, I totally agree with you on the alienation of a huge chunk of people who'd benefit from PU.
That being said, it seems like niching is a marketing best practice. And beyond "best practices" that sometimes may be wrong, I've now heard from multiple sources that seem to have high authority and credibility -first of all Alex Hormozi, who ultimately convinced me-.
Seems like the half-full-glass version of this approach is that, rather than alienating anyone, you choose to speak to someone (to a specific group's heart and mind, rather than everyone, which is paradoxically closer to "no one").
Edit:
To be honest, it bothers me to "niche down" since I believe there are few people PU wouldn't be helpful to -and may be more useful to some assholes and power mover who don't even realize how they're handicapping themselves than to many nice guys-.
On the other hand, I went for it because when a lot of successful folks say the same thing, maybe you should at least try it.
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Going deeper into the niche, this is what I'm reflecting on as PU's avatar:
- Anyone
- Driven people
- Driven too nice people
- Drive too nice people who want to succed, without selling their values (ie.: going from "ineffective too nice" to "forces for good")
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Sticky Note:
Reading Power Duck's intro brought to mind the idea that maybe rather than "too nice" people, it'd be an even better niche to go for something like "losers" (which was the case for me that brought me to TPM and PU as well).
However, it comes with its own set of downsides:
- "Loser" is a broad term with a broad niche: so it'd still be a way of niching down, but probably not by much.
- "Loser" is just the contrast of "winner": so while it might make sense to have it as a term in the copy, the significance of its meaning is probably going to be lost on people in any of the headlines.
With that said, maybe that "loser" idea can come into play as part of the copy by mixing it with the "too nice" idea. For example, mentioning that one can be a loser because they're being "too nice".
Still giving this one thought.
Yeah, great thoughts, Ali.
On the downsides, I'd add:
- Nobody wants to self-identify as loser. They may say so themselves, but when they read it in the copy, they may reject it just because they don't want to be reminded of it
So yes, it may be good for within the copy, but I'd be careful of putting it too prominently.
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