A while ago, my friend Gorana shared this on her Facebook:
"More Cheese Less Whiskers with a 3-year-old... Me: James, it's time for a bath. James: Nooooo!! (Full protest mode) Me: Oh, OK. Wanna splash in the tub? James: Yay!! (Runs to the bathroom, taking his clothes off)"
I tell this story a lot. It’s the perfect example of how naming something… or positioning it as something people really want to do...
It can get you a different outcome. The one that YOU want.
I mean, show me one three-year-old who wants to take a bath. There is none, right?
But, splashing in the tub? That sounds like fun. Everybody wants to splash in the tub.
What matters is, the mechanical outcome is exactly what Gorana wants. Her son James in the tub, in the water. But the way she frames that has no importance.
Now think about your marketing…
You’ll notice the same rules apply. Meaning, the way you position something to your prospects will determine the outcome you’ll get. So the framing has to be compelling.
In other words, if your outcome is getting your prospect's name and email address, then it only makes sense to frame it as something that’s 100% cheese for them.
For example…
When you say, “Sign up for this 30-day trial" … or "Join the gym" … or… "Sign up for the strategy call"...
It all sounds a bit like “It’s time to take a bath.” Nobody wants it.
So you need to look at the outcome you want through the eyes of your prospects…
And you might realize that she doesn’t want, say, a gym membership. She just wants to drop a dress size before the holidays.
Once you know what your prospects want, you can get them to move towards your outcome…
Once you know what your prospects want, you can get them to move towards your outcome…
By offering them something that’s 100% cheese.
Just like Gorana did with her son. She wanted him to take a bath, so she offered him to splash in the water.
Ultimately, it’s the same thing but presented in different ways. The former is full of whiskers, the latter is all cheese.
Or, to put it simply:
Focus on what they want and you’ll get what YOU want.