I have to say, I’ve had my fill of false claims. Yes, I love the idea of a magic pill to solve all my problems as much as the next person. But here’s the thing: EVERY TIME I’ve invested in one of these supposed cure-alls, I’ve been disappointed.
Not because they were necessarily horrible (some have actually been good), but because it sucks to feel the letdown when “X” doesn’t happen (the weight doesn’t come off, the bank account doesn’t budge, and my skin still doesn’t look like that model’s …). In short – I’ve been brought back down to reality.
As a consumer, you might feel duped … but you can get over it. What about the other side of that coin, though? What if YOU are the one conveying false hopes to your buyers?
How do you market or write your copy with integrity, but still compete with people who will say or do anything for your clients? Well, it’s a struggle. But here are a few helpful tips:
Lead with Benefits, but Don’t Make Promises You Can’t Keep- For example, in my new course Idea to Empire, I promise that in 10 weeks you will have taken your idea and turned it into a business (because if you follow the steps, you will!). But what you don’t see me promising is that this biz will be bringing in $5K your first month. To promise that would make me a liar. Sure, it CAN happen, but can I REALLY promise that in good conscience? It involves the buying decision of others and many other factors that are out of my (and your) control. If you COULD really do this for people, you would have truly broken a secret code, you would be famous, and you would be swimming in Scrooge McDuck dollars!) — and please invite me to your money pool if this happens!
Highlight Past Results- If you don’t have past clients or testimonials … GET THEM! You need to display social proof that what you do has worked for others. So while you can’t necessarily claim to get people booked out or making $5000 in their first month working with you, you can highlight clients for whom you have done this or something similar. It’s one thing to say “I have done this with clients,” and entirely another to say “I WILL do this for you”… because again, that is out of your control! Actions speak louder than words … so highlight the good ones!
Make the Less Tangible … More Tangible- Depending on your industry, the results your clients get may feel on the less tangible side (stress relief, reduced anxiety, increased self-esteem, etc). So you can still say these things, but make them tangible and relatable. What will a life with less stress DO for your clients? Will they be able to attend more parties, have more distraction-free playtime with their kids, get 1 extra hour of sleep a night? Break it down and paint a picture of how life could look different (be creative, but be honest for crying out loud!).
And don’t worry – if you lose a few clients to magic pill claims, they probably weren’t a good fit for you at that time anyway (or they’ll come back around when reality hits). I know from my years in skincare and my time as a biz consultant that “steady eddy” pays off more in the long run.
So even though it’s tempting to fall for the magic pill or sell a few extra packages using this method, don’t do it! Your reputation is on the line when you fail to keep promises that you had no mind making in the first place.