The Code Breaker: Issue #048

Hey Code Breakers,

Have you ever wondered how to break the code on client acquisition? Unless you’re a natural-born marketer, it can be one of the most elusive tasks for any business. 

It’s even difficult for those with a background in marketing. Traditional business marketing focuses on brand building. But brand building won’t help you build your business. 

It’s expensive. It takes forever. And it doesn’t generate a tangible return when you try to track its effect on performance . 

There’s a simple strategy that you can leverage from the direct response world. It’s a strategy that’s so effective it works every time you get it right. 

I say “when you get it right” because it is a case of getting it right. And although it’s simple, it’s doesn’t mean that it’s easy. 

My goal in today’s Code Breaker is to help you break the code on getting it right the first time!

Getting it right will address your clients' pain points. It will move them emotionally, so they can't help but buy from you. 

Just imagine turning more of your leads into loyal clients. Master this framework and your emails, funnels, social media, and website will convert better. 

Sadly, many won’t take the time to learn this framework, let alone get it right.

You’ve Gotta Tap Into Their Emotions

Dean Graziosi always says: enter the conversation already going on in your customer's minds. If you're not doing this you're not tapping into their emotions. This is the number one reason your messaging fails to resonate. 

Some other reasons are:

#1: Your content focuses on features and benefits selling. 

#2: You're not building a case for change that covers both the emotional and logical reasons for change.

#3: You're not creating any urgency. This let's your customers off the hook so to speak and encourages them to procrastinate.

#4: You're not stacking these one on top of another to make your prospects decisions a no brainer. 

Let's fix that! I’m going to show you how to overcome all these problems and boost your conversions.

Here’s how, step by step:

Step 1: Grab Them By The Proverbial Throat

People make decisions based on emotion. It's how we, as humans, operate. Even your logical buyers will, at some point, be overcome by emotion and buy. 

Look at any successful sales page; they all start with emotion. They grab your attention. They draw you in. 

To do this, familiarize yourself with the work of Eugene Schwarts. Eugene wrote what some consider to be the Bible on copywriting. It's a book called Breakthrough Advertising. 

In it, Eugene breaks down the levels of awareness and how to speak to each one. Once you know this you can identify the specific emotions your prospects would be feeling. Speak to them. And improve the emotional resonance you have with them. 

Step 2: Add Logical Reasons

Next, give clear, logical reasons why they should make a change now. 

Grabbing the prospects emotion should get them to the point of desire. The desire to make a change. But do they need to make that change right now... 

That's the question they'll be asking themselves. As that's when their logic will begin to kick in. At this point it's vital that you list out all the logical reasons they need to make that change. 

You could think of it as the features and benefits sections of your sales page. 

Layout the logical reasons it makes sense to make the change, make that change now, and make that change with you. 

Step 3: Create Some Damn Urgency

Combine emotion, logic, and a bit of fear. This will guide your clients to a decision. Your emotional buyers will buy immediately. They won't even need to scroll down the page. 

Your logical buyers will experience the emotions. But, they will question if a change is needed right now. You have to walk them through their process. Layout the facts. And provide a compelling case. 

But once you've done all of that, there will still be some people sitting on the fence. For these individuals you must create a sense of urgency. 

To do this, highlight the cost of inaction, and tap into their fomo (fear of missing out). 

There are various ways to do this from providing a money back guarantee that makes it a no brainer. Taking things away with an offer that expires. And many many more.

Now, I have a favor to ask...

We're in the process of setting new goals for next year. And one of those goals is to impact more lives through The Code Breaker. Would you share this with someone you know and invite them to join? 

Ask them to go to unlockcba.com and sign up. 

It would go a long way in helping us to grow and get the word out in 2025. 

Thanks in advance!