Two Powerful Words That Prove Your Product’s Superiority

As someone who writes 10–30 emails per week for clients, I’m constantly looking for new frameworks, patterns and formulas I can use to persuade people to pull out their credit card.

Over time, I’ve kept a few of these “formulas” stewing around in my working memory, so they’re readily available when I’m fresh out of ideas.

I want to share one of these formulas with you.

And when you use this little “two-word” formula, any email or advertisement you write will automatically become more persuasive, compelling and intriguing.

I call this…

The “What Changed” Formula

Meet Chris.

Chris started a freelance copywriting business in his spare time because the thought of staying at his day job for the next 30 years made him want to punch himself in the nuts with a pair of brass knuckles. Repeatedly.

The only problem was, Chris didn’t know what the hell he was doing.

Every time he got a client on the phone, he’d give them all this great advice… which they’d then take to another writer or implement themselves.

He couldn’t close a sale to save his life.

And when he did close a sale, his clients would bully him in the negotiation and force him to take work for next to nothing, just so he could “get experience.”

It was beginning to look like Chris wasn’t cut out for this kind of life.

But today, things are a little different.

Today, Chris is a pro.

He has a wait list of clients.

He closes 4 out of 5 clients on the phone, for the price he wants, without sending proposals.

And he doesn’t deal with anyone’s bullshit.

Clients play by his rules, or he doesn’t work with them. He doesn’t need to — he’s been building up his FU cash and his asset column for a while now.

So, the big question is… What changed?

The Two Words That Position Your Product As The Only Viable Solution

See how easy this formula is to use?

The copy practically writes itself.

Here’s how it works:

1. You introduce your character and describe the problem he/she is going through.
2. You ‘fast forward’ to what life is like for them now.
3. You demonstrate the dramatic difference in circumstances and pique curiosity by holding back the difference maker
4. You ask the question “What Changed?”
5. You introduce the solution they used (which should either be your product or the mechanism behind your product).
6. You tell them how they can experience this kind of transformation, too.

Pretty simple, right?

Why This Works So Well

One of the most important pieces of advice I learned from Gary Bencivenga was the power of using proof elements in your marketing.

And one of the most powerful proof elements out there is a demonstration.

Now… in print, it’s not always easy to demonstrate.

If you’re selling a set of knives, you can demonstrate by cutting through a shoe to show how sharp the knife is.

But when demonstrating in print, it is a LOT harder to do.

You have to be a bit more creative.

And that’s why this framework works so well.

One Of The Best Ways To ProveYour Claims In Print Is To Use Stories

Stories sell.

Especially “what changed” style stories.

When you set up a story with this formula, people subconsciously place themselves into the story thats unfolding before their eyes.

If they have the same problems, they start future pacing and imaging what life could be like for THEM.

They hang on every word because they’re going through a similar experience.

They want to know what changed because maybe… just maybe… they could turn things around to.

The Answer To Their Prayers Is Your Product… Or The Mechanism That Makes Your Product Work

In the example I gave above, I could finish that sales argument off two ways.

I could say:

What changed? Chris got my Freelance Mindset Masterclass. He went through the course, implemented all the steps, and he started getting results fast. And this could happen for you too, blah blah blah

(What changed? They used the product)

Or… I could say:

What changed? Chris stopped focusing so much on copywriting and marketing, and he started focusing on mindset. When he upgraded his mindset, he learned how to get better on the phone, he felt more confident, and he became a stone cold closer. And that’s what makes my Freelance Mindset Masterclass so powerful. We focus 90% on strengthening your mindset. Because without working on that first, no amount of tactics or strategies will matter.

(What changed? They did ___, which is what I teach in my product)

ABD — Always Be Demonstrating

One of the hardest things to do in copy is to demonstrate how something works.

These little story frameworks make it a lot easier.

Use this framework whenever you need a quick and easy way to demonstrate how and why your product will work for someone.

It’s a lot more effective than just yelling benefits and crossing your fingers.

Try this out. Whip up an email with this formula and blast it out to your list today. Let me know how it worked for you.

But before you do that, leave a brotha some clappies! Hit that clappy button below so that Medium knows to show this article to more people. Thanks.