(Reframe your membrane. Turn objections into reasons to work with you.)

Why do so many inspiring websites, emails, sales pages, proposals, and presentations fall flat?

Because they miss the secret objections.

They’re secret objections because no one says anything. They just tune out.

When your ideal people aren’t sticking around for a proposal, a Message Songbook gives you a consistent, repeatable framework to win them over.

I believe you already possess the raw elements
to win over your ideal clients.

You, here, now, today. You’ve got moves—reasons an ideal client would want to dance with you.

But sometimes your best moves aren’t the most obvious ones.

You may not even think of them as moves, but as problems and embarrassments.

If you catch yourself avoiding something—or over-explaining—chances are you’re sitting on a future solid-gold hit.

Reframe your membrane
with a Message Songbook.

A Message Songbook is a framework of true messages about what you offer. It speaks to people’s secret objections. Each message includes proof points so it’s credible.

These aren’t generic phrases you’d never actually use—put them right to work in copy and emails.

You’ll come away with up to 2,500 words of copy and proof points for every step of the sales cycle.

If we do only one thing together, this is it.

Benefits?

• Confidence. You’re both credible & enticing. We’re not dwelling on objections, and we’re not dismissing them. We’re reframing them.
• Transformation. See yourself and your business in a new, meaningful way that also happens to be true & backed up by proof points.
• Higher fees. Sure, raise your fees. Attract a client who scares you in a good way. Get more referrals. You have moves.
• Freedom to improvise. Use it for any service you create in the future, as long as you’re working with the same kinds of people.

How to create a message that sticks:

There are many ways to create messages that stick. Reframing is one of the tools I bring in. It happens to be my favorite.

A few beliefs that could be hiding gold messaging inside:

1. My dancing is too complicated. How can I talk about what I do if clients don’t care for the particulars?
2. I won a dance contest this year, which I’m afraid was a fluke.
3. I don’t have a dance SYSTEM. My competitors do. They can just get software to do it. There are other cheaper, faster solutions.
4. I have a dance system, but dancing is still hard for me.
5. I dance too slowly. I’m an innovator, but many of my buyers & influencers want to protect the status quo, or they just don’t care enough to change.
6. I can only dance to rap music. My clients think they hate rap music—but I know they’ll love this once they try it.

Why invest in messaging before copy?

3 reasons:

1. If your copy doesn’t have proof, then it’s not objection-proof.

In a 2009 study, 86% of the “unique benefits” touted by vendors were not perceived by business decisionmakers as unique or having enough impact to create preference. Even though copy with proof is more effective, I’ve never met anyone who naturally wanted to track it down. Most copywriters hope you’ve already got proof points. It’s tedious work for us, too!

2. Spend less on copy, while getting a better response.

Metrics are like vitamins—light and vital. They let you say more with less. One company found that shortening the copy on their sales page increased sales by 62%.

3. Be someone they can believe in.

Anyone can tell a story. But clients don’t really know what’s real until they work with you. The higher the value of your service, the less willing someone new will be to take a chance. Proof takes care of that.

What to expect, timing and so-forth.

The process takes about 6 weeks.

1. I interview up to three of your clients or partners and give you the transcripts and mp3s–which you can use as testimonials on your website, in email signatures, in proposals, or to inspire new offers.

2. We have four 60-minute conversations. Two in the beginning, and two when your Songbook is ready. Epiphanies often happen in the spaces in between.

3. I research and gather proof points. (Yes, the kind you’ve been avoiding or are afraid don’t exist.) I find the proof points that were hiding in plain sight. I also find the obscure ones bigger companies have already paid to find out.

4. You get your Songbook. Ta da!

• We walk through it message-by-message over the phone.
• You think about it. You add comments.
• You can send it to someone who fits your ideal client profile for feedback.
• We complete any final edits. You may decide to take it from here. Or, you may want to keep working with me to incorporate your messaging into the emails, copy, conversations, and proposals you’re already doing. That would be The Dance Off. The point is, you have options.