Last month, a potential client showed me their marketing emails.
The writing was excellent, engaging, witty, personal.
Their open rates were impressive. But with a measly ~0.5% conversion.
Their understanding of their target customers was also good and their offers were already validated.
So, the problem wasn't the quality of their writing. It was the lack of psychological structure.
They were writing entertaining content, not conversion-focused content.
And there's a massive difference.
Most people write based on what they want to say.
High converters structure content based on how humans make decisions.
When I work with clients across industries, this one new framework consistently performs well in driving conversions:
The Truth-Lie-Truth framework
Or (two truths, one lie framework 🤣)
This framework is incredibly powerful because it reshapes how someone thinks about your offer:
1) Start with an accepted truth they already believe
Begin with something they know is true to establish credibility and common ground.
Example:
"Every business owner wants to grow their revenue and impact. You've probably invested thousands in courses, books, and trainings all promising to help you scale"
2) Identify the "lie" they've been told that's hurting them
Not an actual lie, but a misconception that's preventing their success.
Continuing the example:
"But here's what the business growth industry doesn't tell you: 78% of businesses that try to scale too quickly end up with less profit and more stress. The standard 'hustle harder and do everything at once' approach actually decreases your chances of sustainable success"
3) Deliver the new truth that changes everything
This is where you reshape their thinking and open the door to your solution.
Continuing the example:
"The fact is: Sustainable growth doesn't come from doing more things… it comes from doing fewer things with extraordinary focus. The most successful businesses I've worked with all grew by identifying their single most profitable offer and eliminating everything else for 90 days."
We used this framework to position their focused scaling program against competitors offering comprehensive "do-it-all" approaches.
Their conversion rate for that particular email was 3.2%.
Understanding this framework is one thing. Implementing it effectively is another.
It's like knowing the ingredients for a gourmet meal vs. being able to prepare it like a chef.
When this framework is applied correctly, it's not just marginally better than regular content.
It's often 3-5x more effective.
That's why many of my clients consider their marketing an investment, not an expense. When you can reliably generate $5-10 for every $1, the decision becomes simple.
The gap between content that gets consumed and content that drives sales isn't better writing, it's better psychology.
Try implementing this framework in your very next promo campaign.
Then track the difference in your conversion rates.
And if you'd rather have an expert implement this framework for you, crafted specifically for your audience and offer… well, that's exactly what I do for select clients each month.
You can find more details here and request for a call.
(we’ll start working after April 6th once I’m back from my trip)
⛰
P.S. I'm writing this from the rooftop cafe in my hostel in Kathmandu, Nepal. I'm 3 days into a 15-day trip. The Himalayas are visible in the distance, prayer flags are fluttering in the breeze, and I've got the best espresso shot I've ever tasted sitting next to me. Life’s good!! 🤞
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