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Friday, 6:20 a.m.
In Kung Fu they have an expression, ‘Wu Wei’, translated as ‘action by inaction’.
It means, if you can, always get the desired result by doing as little as possible.
A student of Kung Fu wants to be efficient in his movements so he can defeat his enemy using the least amount of energy.
It’s also important to be efficient when communicating with your potential customers.
Brevity creates clarity. And a clear message means more sales.
Today I want to give you some tools that will help you get clear on:
Whom you serve.
What result you help them achieve.
How you help them get it.
Luck for us, there’s a formula to help you do that.
So grab a notebook or open up your favorite app and write this down:
I help [Person/Market], that wants [Desired Result]
using [Unique Method]
Now replace the brackets with your information.
Some examples of this might be:
I help [Overweight men and Women], who want
[to get into the Best Shape of their Lives] using
[a Unique System called Muscle Confusion]
I help [working moms] that want to
[create healthy meals for their children] using
[my “15-Minute Meals” cookbook]
If you struggle with this exercise you’re not alone. Brevity is difficult. That’s why most entrepreneurs will talk in circles every time you ask them what they do.
It’s All About Your Unique Mechanism
The real secret is in your unique method of getting results. There are lots of people who help you get in shape. But there’s only one system called “Muscle Confusion”.
If you’re not convinced keep reading.
Evaldo Albuquerque is one of the greatest copywriters who’s ever lived.
He broke Agora’s all-time annual sales record by selling over 80 million dollars worth of sales letters. In a single year!!
In his book, “The 16-word sales letter”, Evaldo defines the one belief you must establish in the minds of your prospect before they will buy.
He said you must prove:
“This new opportunity is the key to their desire and it’s attainable only through my new mechanism.”
I highly recommend you read his book.
Now Demonstrate HOW You Get Results
The last thing you need to do is explain exactly how you get results for the client.
It’s one thing to say “I help you get in the best shape of your life using a unique program called muscle confusion..”
It’s another thing entirely to say:
I help you get in the best shape of your life using a unique program called muscle confusion.
We achieve this in 3 ways:
Constantly varying the types of exercises you do.
Progressively overloading your muscles by varying the time and intensity of your workouts.
Using compound movements that force different body parts to work together in unconventional ways.
Now, I’m no fitness trainer but you have to admit, I make a convincing case for trying the workout.
And I did it in 62 words.
Give it a try. But be warned. Your first attempt will probably suck.
That’s ok. Keep refining it. Improve it little by little until it starts to resonate with your audience.
You’ll know you’ve got it right when your bank account starts filling up with all the sales. 🙂
Have a great week!
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