Once You Discover the Real Problem, Everything Starts Changing

What Changes When You Finally Know What's Really Going On?

Knowing what's really happening is liberating. No more guessing, or rewriting headlines ad nauseam hoping that one will finally pull in those numbers that C-suite keeps pushing for. The ones that feel unrealistic. Instead, every time you change them, you know why.

You no longer wonder if you need to rewrite the headline… again—for the tenth time. …You can stop holding your breath now.

You're freed up from chasing another marketing tactic all the way down the rabbit hole—just because someone on LinkedIn said it worked for them. Time to finally stop fixing symptoms.

Once the real problem comes into focus, every marketing decision changes. They finally make sense. Once you know what's really happening, the copy almost writes itself. It's not that we decided to write something different, but because we're finally solving the right problem.

Sometimes the clues point to the headline. Sometimes they point somewhere completely different. We don't know that yet…that's why we follow the clues.

Sometimes the clues show that your prospects don't know what makes you different. Now your copy has a different job—it has to establish contrast before it can persuade.

Sometimes the problem runs even deeper. Your prospects aren't convinced the promised outcome is even possible. Before you ask them to act, you have to earn belief.

Sometimes the investigation uncovers something bigger still. You've been talking to the wrong crowd all along. No amount of better copy fixes that. Your copy has to attract the right people… and repel the wrong ones.

And sometimes the clues lead to the foundation of everything. Your prospects don't think they have a problem. Now your copy has to help them recognize that they do before it can persuade them to solve it.

Different businesses require different kinds of persuasion because different markets require different conversations.

After all, different prospects need different evidence before they'll believe.

That's why the assignment is different. The only way to know which one fits your particular situation is to follow the clues.

What if your copy has been doing exactly what you asked it to do… but you gave it the wrong assignment?