Oh look, you’ve leveled up again!

This is what I told my client after going through his copy.

He was a very influential business coach, having been featured on places like Forbes and The Wall Street Journal.

His problem, though, was that his sales page was converting…exactly 0 students for his program.

Even though 1) he had a huge, very engaged following, and 2) he had tons of traffic coming through the sales page.

Here’s what I told him:

“It’s clear what the outcome is. Getting my first $10K from my business. Problem is I have no idea how exactly your offer gets me there.”

You can have all the influence and brand engagement in the world, but if your reader doesn’t have a clear idea of what you’re selling they won’t buy.

Yes, you should be highlighting the benefits, and paint a picture of a desirable future.

But if your reader doesn’t see HOW you’re going to take them from point A to point B, and the dots aren’t connecting, then all you’re doing is making an empty promise.

What ends up happening is they start to not believe what you have to say.

And, pardon my French, but, they start thinking you’re full of shit.

So that’s when I start digging into my client’s offer for more details.

“I’d love to know exactly what this offer is. What do I get, exactly?” I ask.

“Okay, so they get the Business GPS,” he answers.

“Break that down for me.”

“Well, it’s my trademark system. And I’ve boiled it down into 7 different modules.”

“Okay, so it’s a course.”

“Yes, there’s a training and resource component to it. But it’s also more than that. For one, it’s a subscription. They also get access to community, and Brilliance On Demand.”

“Ooh! What’s Brilliance On Demand?”

“They get to shape the program to suit their needs. They can ask me for anything they want, whether it’s a training or even a template. And I’ll include it in our program portal.”

“That’s brilliant. Haha, see what I did there?”

And we continued for the rest of the Deep Dive call.

I kept asking more questions, like what exactly have people requested?

What do your students tend to struggle with?

Why have people signed up for the program?

Et cetera. Et cetera.

Moral of the story?

Future pacing is important.

But it should never completely overshadow specifity.

We’re past the age of people salivating over bold claims, crazy promises and vague curiosity.

We’re in the age of specificity.

Your offer needs to be believable.

At the end of the call, my client tells me, “See, THIS is why I brought you on.”

I smile at that.

It’s been years now and I’ll never stop feeling giddy inside whenever I hear that from a client.

Because believe it or not, 50% of my job is consulting you. Giving you direction.

And if you want my brain on your words…