Ultimate Guide to Persuasive Sales Letter Writing

How to automate your sales presentation with a persuasive sales letter

So you free up time to focus on helping your clients and growing your business

This guide will show you the framework that I’ve been using for the last few years for assembling sales letters that automate the “selling process” for coaches, consultants and e-course creators.

These letters have generated just over $300K in revenue in the last 12 months (at this point in writing). The topics are as follows:

  • Health, fitness and weight loss niche
  • Business coaching niche
  • My dance coaching business
  • Writing niche

As you can see, it works in a variety of different fields.

Before proceeding, here are the..

The 4 conditions to meet for using this framework

These conditions are like the essential material you need for assembling your highly persuasive sales letter. If you don’t have these components, then the letter will be wimpy and easily ignored.

These are the conditions:

Condition 1: You must have something GOOD to offer

“Good” is quite subjective, so here’s a benchmark: your service must be good enough that you’ll be comfortable giving (at least) a 100%, 30 days money back guarantee on it.

If you’re not comfortable with this, then you need to either find more trustworthy clients to work with, or improve on your product or service.

Condition 2: You must have gotten previous clients tangible results

This means that you should have a track record of getting your clients tangible and reference-able results. This is referring to results like:

  • Lose 16lbs in 90 days — for a weight-loss coaching product or service
  • Get 4 clients by the second month — for a start-your-own-business coaching product or service
  • Completed the 250k word manuscript — for a write-your-own-book coaching product or service
  • Landed the $75k year position — for a employment-coaching coaching product or service


In other words, your “stuff” needs to be backed up with concrete results.

If you haven’t worked with clients up to this point yet, then go and get some results for people!

If you HAVE worked with clients, but the results you’ve gotten them has been things like:

  • started feeling better
  • became more clear about my service offering
  • started writing faster
  • gotten more response for companies


…then you need to quantify these results to become “concrete”.

How much better?
How clear is clear?
How many more words per minute?
How many percent increase?


Condition 3: You must know your target clients

You need to have a list of the top 10-20 questions they ask on the topic.

You need to know what “title” they resonate with.

You need to have an archive of at least 10 big problems they run into

You need to have an archive of at least 50 quotes where they’ve verbalized their frustrations.

You need to know the 1 tangible outcome that they’re trying to achieve

You need to know the objections they have for why they can’t get the outcome

You need to know what other offers they’re being hit with by your “competition”.

You need to know their worst nightmares related to the topic

Also, you need to know their most-desired fantasies related to the topic.

This info is the “raw material” that you’re going to be constructing your persuasion communication with.

If you don’t have these things, then do your research and find out!


Condition 4: Must have your client’s best interest in mind

Focus on helping your clients, and again.. don’t sell junk!


The AMOC sales letter framework that automatically sells your coaching products or services

The framework (structure) is divided into 4 sections — to be presented in this order.

1. Attention to problem: Show understanding of the exact problem at hand

2. Magnify problem: Validate and elaborate on problem to initiate motivation

3. Offer solution: Introduce the solution to the problem

4. Call to action: Encourage next step for solving the problem


Let’s take a look at simple sales letter that follows this framework.



This letter was written for a weight loss meal plan and accountability program that my good friend Kenny created.

Kenny — my good buddy since childhood — is a personal trainer in person.

Kenny and the wife in Vegas

He offers a training package that’s specially designed for helping women in their mid-20’s ~ mid 30’s lose 20 pounds of body fat in 2 months time.

He has a small YouTube channel where he would talk about weight-loss related topics. He would link this sales page in the description of the video so people that are interested in learning more could click through to check out his program.

Because he’s known to produce results, he’s always overbooked with clients. For the people that would e-mail, or call in trying to sign up when there’s no availability, he would send them over to this sales page.

Here’s the sales letter that I wrote for him in about 2 hours. Read through it first, afterwards, we will go in to dissect and discuss each element. And then at the end, I’ll give you the step-by-step directions for assembling your own sales letter.


3 Things to note:

1. This is a simplistic letter I’m using to illustrate how the AMOC framework works. A highly persuasive letter is almost always longer in length.

2. This sales letter’s focus is placed on the digital product — we’ll discuss how to swap this out so you can offer a coaching service instead

3. The letter has since been turned into a video of him reading the script — a video sales letter

Access the letter and read through it by clicking on the link:

Click here

Let’s now look at how this sales letter fits into the AMOC framework (structure)

1. Attention to problem

This part of the letter starts off by addressing the problem of the target clients “trying” but not seeing “results”. It also makes a clear-cut bottom-line promise up-front. This ensures that it catches the attention of the target clients.

It points out the demographic of women this product was created for. It also overtly disqualifies people that are NOT the target client.

The section ends with a transition that also served as a “cliff-hanger” for the next section which entices the target clients to keep reading.

2. Magnify problem

This section uses one of the most effective copywriting techniques: quote the “frustration verbal spillage” of target clients.

Quoting the relate-able inner-dialog the target clients have within themselves while suffering from the problem at hand, allows Kenny to show even DEEPER understanding of the problems. Also, this creates motivation for them to want to seek out the solution NOW — as opposed to put it off for later.

3. Offer solution: Introduce the solution to the problem




After establishing clear-cut understanding of the problem, the target client is now ready to hear about the solution.

This section starts off by stating the REASON for creating this solution — this serve as a smooth transition from “Magnify problem” to introducing the solution.

The solution being offered is an alternative of an in-person, proven program. This yields credibility and believability.

Rather than saying “this product I’ve created is SUPPOSED to do XYZ”,

Kenny gets to say “I’ve used ABC techniques to help others like you get this XYZ desired result — here are the ABC techniques”

Every feature of the product answers to a problem that the target client is experiencing.

It promises to answer to the secondary-problems and questions — these are the common objections target clients have for why they “can’t” succeed.

This section is concluded with the bottom line benefits once-again to remind the target clients what they’ll gain from reading on — and purchasing

4. Call to action



This last section builds the momentum for target clients to confidently arrive at the purchasing decision. It first provides PROOF of results with the before-after photos. It continues by taking away risk of purchasing and justifying the cost of the program. This puts the purchasing decision into a perspective where it’s silly not to at least “give it a try”.

The sales letter ends off with an inspiring and motivating call-to-action. Kenny reminds the target clients some of the dream-scenarios they would like to experience and challenges them to make these dreams a reality.

By following this structure, the letter sells in a way that is non-gimmicky and non-off-putting. All this allows Kenny to automatically sell his product day-and-night to people all over the world.

One-time-work for long-term benefits.

Ready to do the same?

Here are the..

Action steps for using the AMOC framework to assemble your own sales letter

CAUTION! Before venturing ahead..

1. Have something good to offer
2. Gotten tangible results for clients
3. Understand your target clients on a deep-down-n’-personal level
4. Have the clients’ best interest in mind

— then I would definitely advise you to save this guide for later. This is because if you DON’T have the conditions met yet (especially condition 3), then it would be impossible for you to follow the steps I’m about to describe.

I advise you to have a piece of paper sitting beside your keyboard with the top 5-10 benefits you’re target client wants. Also, you want to list out the top 5-10 problems they’re looking to resolve.

From here on out, reference everything you write to this piece of paper. Every sentence needs to somehow be related to the solving of these problems or the achieving of these benefits. If it doesn’t somehow relate to these things, you want to scrap it.

Constantly, periodically ask yourself:

What’s in it for them?

That said, let’s get started:

STEP 1. Create your “devices”

“Devices” are the smaller components that you use to fill up the AMOC framework with. Think AMOC as the metal framework for the car, and the devices as the individual components inside the car.

The metal framework hosts the components while the components is what actually makes the car WORK.

Refer to your client research data and your experience working with these clients when assembling these devices. This first step is where you’ll be spending the majority of your time.


Attention to problem


This is the advertisement for your sales letter. An entire book could be written on this topic, but here’s a solid headline-writing formula you for you to use:

Bottom-line desired benefit + Answer primary client objection + Deadline of achieving result


How to landing your dream job in the next 12 weeks (even if you don’t have the “proper” credentials)

20lbs in 8 weeks – No excuses, Only results

(Note: this headline doesn’t have a context, and would only make sense on a weight-loss related website)



The subhead “dimensionalizes” the headline to clarify potential confusions or objections from the audience after reading the headline. It communicates the secondary benefits and re-enforces the primary benefit


Step-by-step to identifying the personally-fulfilling, well compensated position.. making your resume stand out from noise.. compelling the hiring manager to get in touch with you.. becoming fully prepared to answer the toughest interview questions.. Acing the interview and landing the position

Helping women 28-36 lose 20 pounds of body fat in 8 weeks in a healthy natural way


Who it’s for and not for

This device dictates the people that should be reading on, and the people that should not. The more specific you can profile the people that serve, the more trust you build with the reader. Avoid falling into the trap of “But my thing helps everyone!” — identify the ideal, target client and talk to that one person.


Before continuing, let me clarify who this is for, and who this is NOT for..

If you’re looking to break into the tech-related field — where the technical skill IS the job — then this probably isn’t for you.

However, if you know you have your eyes on a position that’s not open to the public; a position that requires creative skills or managerial skills — then this is for you.

Before continuing, let me clarify who this is for, and who this is NOT for..

If you’re already working out 3 days — or more — per week, if you’re already tracking your macro and micro, if you’re looking for that motivation and accountability to lose that final 5 lbs so you can achieve your dream body — then this is not for you.

If you’re someone who’s a chronic yo-yo dieter, and are in total confusion about what to eat, and what NOT to eat for losing weight, then this is for you.


Hook / Grabber / Presell

Hook, grabber and pre-sell elements are used to create intrigue. It pulls the target clients in compels them to want to know the whole story. This is typically the transition into the “story” or the “problem quotes”.


When I work with people that are looking for their dream job, they all seem to run into the same set of irrational “challenges”..

I’ve helped many women achieve their weight-loss goals with this system. If you were referred here by your friends, then you’ve already seen the results for yourself..


Magnify Problem


Stories are used to achieve many persuasion-goals simultaneously. You get to use it to show that you truly UNDERSTAND the problem at hand; demonstrate proof of results; remind your audience of their frustrations and engage them into reading on.

These are 2 types of stories to use:

Story type 1: Story of you experiencing the same problem in the past

Back in winter 2011, I was totally miserable at my job as a shipping manager. I would wake up at about 6:30am everyday to shoot off 3-4 resumes before my morning commute to work.. I did this for 3 months straight! I couldn’t figure out why nobody was responding to my applications..

Story type 2: Story of a past client of yours experiencing the problems

Sandra — mom of 2 from Burnaby started working with me last spring. She was having trouble with ABC… and she kept on running into XYZ problems.


Problem quotes

What exact words and sentences are your target clients saying when describing their problems? Quote them verbatim and use it to remind your target clients of the problems.


Here are some of the things I hear all the time when working with clients:

“When I don’t see results quickly enough, I run back to food for comfort — and then I gain even more weight back.. What can you suggest I do… without killing me?”

I remember finding myself asking these things:

“This is SO unfair.. why would they hire these less qualified, less experienced guys over me? Just cause they’ll take a lesser wage? Don’t they know they get what they pay for?”


Offer Solution

Offer insight on solving problem / Myth Bust

Offer insight and pin-poin your target clients’ false beliefs to establish your expertise in the subject. This is used to imply to your clients: there’s an alternative way! You will deliver the IMPLEMENTATION of these new insights in your service.


….They butt their head against the wall constantly because they’re focusing the “conventional” route to finding a new job — do some surface-level research, and fire off the resume! Rinse and repeat — you already know.. if you do what everyone else is doing, then you’re going to get the result everyone else is getting..

Here are the weight loss myths most people buy into..

MYTH #1: Carbs make you fat
FACT: Eating too many calories make you fat

The truth is, you can eat chocolate cake and still lose weight if you’re eating less calories..



What it is, what it’s not, position against others

This device communicates: This is NOT what you’ve tried using and failed to get result with, but rather, something new. It addresses the REAL issue.
It’s used to POSITION yourself against your “competitors”, so you’re seen as the only option.


This is not another “how to write a great resume” guides that give you advice like “Make sure your spacing is at 1.5 — so it’s easy to read”. Instead it’s a program that shows you ABC..

This is not another one of those programs where they TELL you the importance of being “consistent”, and staying motivated

Instead, I will personally hold you accountable with weekly accountability calls and XYZ..


Service description/Bullets/product demonstration

This is where you explain how your service works. This device can NOT overshadow the previous devices. When explaining your service, you need to explain how each feature is relevant to the solving of your target client’s problems.


..When you first get started, you will get your own copy of the clean eating meal guide. This is the index of the top fat burning foods that are appetizing AND easy to prepare.

..I will show you the LinkedIn networking strategy for connecting with head-hunters that are looking for people like you — this allows you to gain access to job opportunities that are not open to the general public.


F.A.Q. / Answer objections

Frequently asked questions is used to handle “objections” against signing up.

You want to list out the reasons your target clients have for NOT purchasing, and rephrase them in a question form. Provide answer to these questions to handle the objections. Refer back to your target client research to discover these objections.


Q: I’ve tried other meal plans before, they’ve been quite unrealistic.. how is this going to be different?
A: The Beat Body Training meal plan focuses on making small, incremental — but effective changes. This gets you result without making you feel deprived

Q: I don’t really have an existing network to tap into, would I still be able to find these hidden job opportunities?
A: This program is specifically designed for dream-job seekers that are starting from SCRATCH — you don’t need an existing network to succeed


Call to action:

Price and justification

Reveal the price and justify to show why it’s a no-brainer decision for your target client to purchase. This is done through comparing it with another product or service that provides similar results — but is much more expensive. Another way is putting the price side-by-side with the bottom-line benefits the target client will receive — and show how it’s a negligible price to pay.


The price for my 32 hour In person coaching is $ 1176. You already know that this is an UNBEATABLE deal in comparison to other private coaches. You’ll be lucky to be coached for $60/hour!

Plus, most of these coaches are unproven and have no track record of results.

The BBT Meal Plan is not going to cost you half of the standard $1176 price tag. It’s not even going to cost you a quarter of that. It’s not even an 8th at $147.

The entire BBT Meal Plan Program is yours for only $74. That is 1/16th the cost of my 1-on-1 coaching.

Best of all: through using this system, you get to..
AVOID the cost of expensive gym memberships


Risk reversal / Guarantee

Risk reversal and guarantees is used to eliminate the big objection of “Everything looks good… but what if I made the purchase and realized I’ve made a mistake??”

My advice for you is “guarantee big and screen heavily”. This means you create an undeniable case that shows your target clients that they CAN’T make a mistake in their decision to purchase. And then, only sign-up the clients that are MOST likely to follow through and see results.


I offer a 110%, 60 day money back guarantee.

If you realize that the program is not for you, or you don’t like it for any reason, just shoot me an e-mail within 60 days and I will personally give you a full refund. plus an extra 10% for wasting your time.
No hard feelings, no sweat.. All the risk is on me.

If within the first 30 days of getting started with me, you don’t schedule at least 2 interviews with companies that you’re thrilled to work with — then you have the option to be fully reimbursed, and we can part way as friends.



Consider bonuses as the “last push” that gets your target clients to say to themselves “Okay, yeah, I’ll be silly not to take up on this.”

I always advise my clients to have at least 1 bonus to be added into their offer.

Here’s a caution: The bonus needs to be related to your target client’s needs. If it’s not directly related, then you either have to explain how it IS related, or swap that bonus out for something else. If you include a bonus that’s unrelated, you’ll distract your target clients rather than support them i making the purchase. A valuable-enough bonus should be perceived to be as valuable as the main offer — if not MORE.

3 basic types of bonuses for your offer:

– Group-call opportunity for answering more advanced, but frequently asked questions
– Additional pre-recorded material that addresses more advanced, frequently asked questions
– Complementary material that speeds up the “benefit-getting” process


You’ll also receive my Dream Job FAQ bonus..

This is a 2 hour group FAQ call I had with 12 of my clients. I answer 20 advanced, but most popular questions on landing your dream job.
I go into detail on answering questions like..

– How exactly do you answer the job interview question “what are your weaknesses?” without sounding like you’re bsing

– What if my dream job absolutely requires a skill-set that I just don’t have — and cannot acquire in a reasonable amount of time? How do I go about that?

And much more..

As a bonus, you get The 3 Day BBT Body Toner

This is a 3 day body-weight, home workout program that’s designed to help you accelerate the fat-loss process.

It’s a 9-part video instructions that’s going to help you see results more quickly.


Testimonials / Proof / Credibility / Case study of results

Out of all the devices I’ve listed, this one is the MOST important of all. Use proof, testimonials and case studies of results to SHOW that your service works.

Caution: ONLY use proof that is relevant to your target clients. If the testimonial used is of someone who is NOT your target clients, then the testimonial will backfire. The target clients will think “Oh, this is probably not for me then..”

The focus of the testimonials is NOT placed on YOU; it’s not about how great and wonderful of a person you are. Rather, the focus of the testimonial is placed on the relate-able problems, and the desired results of the target clients.

Think of testimonials as a written form “before and after picture”. Ideally, you want to have your past clients describe the problems they were facing before working with you, then have them describe the end results they received.

The best way to get these testimonials, is by giving your previous, successful clients a sample testimonial for them to reference to when asking for their testimonial.


“.. Before working with Bry, I was working as a supervisor at a customer support office — I’ve plateaued at the position since years back and desperately needed a change. I wanted to do something that would energize me, instead of something that made me feel like a 30-some-year-old babysitter. I was exhausted, and I felt like I was just “going through the motions” every day.

I didn’t quite know what I was looking for at the time, but I knew I was “looking”.

After signing up with Bry and joining his Dream Job coaching program, in just the first 3 weeks, I was able to identify 2 positions that excited me — I took the people that worked in these positions out for coffee, and I realized that their work is exactly what I want to do..

Within 2 months, I was able to identify the top 4 companies in my city that offered these positions,

I quit my old position and landed myself my dream job with my top-choice company in month 3..

Without Bry’s guidance, I would’ve never been able to identify the steps to get to where I am now, let alone have the confidence to leave my previous job..”

— Joe S.


Scarcity / Urgency

Scarcity needs to be used carefully. It’s a device that non-savvy marketers abuse and this usually just pisses people off. However, if used properly, this device is one of the MOST effective devices for boosting sales.

The correct way to using scarcity is providing “proof of the validity” of the scarcity and giving a hard-deadline for claiming the offer.


I have a 6-client-max capacity for my coaching. Once the seats are full, I can’t take on more clients until the end of the 6 month coaching period.

**currently 2 seats left — Updated October 23rd**


End off aspiration note / Close

This device wraps-up all the important points and signs the sales letter off. I like to paint a final picture of a desired outcome for the target audience and show them how “it’s within reach”.


Last important thing before we move forward: By starting with the BBT Meal Plan Program, WE BECOME A TEAM.

I want you to win. I’m in your corner – I want YOU to win.

….I’ve seen so many clients succeed, get the compliments and acknowledgment they want. Plus, I’ve seen them experience the gratification of being able prove their friends and family wrong – with the before and after photos. And I cant wait for you to experience all these things for yourself.



This is the literal words that give the exact steps your target audience needs to take RIGHT NOW. Describe the process in a way so there’s no ambiguity.


Click on the “get started” link below — you’ll be taken to a checkout page. Fill out and submit the registration information. Once the registration is submitted, you will receive a welcome e-mail within 2 minutes. Watch the short video that’s included, and then proceed to schedule your very-first coaching call with me by clicking on the “schedule-a-call” link at the bottom of the e-mail.

So let’s get started right now, looking forward to our first call.



Many people read the headline and the P.S. of a sales letter first — because they’re “skimmers”. P.S. is used as a secondary headline that allows these “skimmers” to slow down, rewind, and read through your entire letter. Rephrase your headline and demonstrate the bottom line benefits the target audience is looking for in your P.S. Also, you can mention your “guarantee” to pique curiosity.


P.S. to summarize everything..


STEP 2. Organize and assemble

Once you’ve created all the necessary devices, it’s time to organize it and assemble them together. Specifically, this step is about sequencing these components together in a way that makes the message flow.

This process is organic and requires some tinkering and “playing around”.

Here are the 2 actions to take for organizing these devices:

a) Read each one of your devices in the current order from top to bottom. Put yourself into your target customer’s shoes and see where there’s a “disconnect” in the message. See how you can relocate the devices that are causing the disconnect — or remove them completely.

b) Once you have reorganized the devices in a way that makes the message “flow”, you want to link the devices together with “connecting words”.

“To answer to these questions, I created the…”

“Here are the details…”

“This raises an obvious question…”

“Now you know the big mistakes most job seekers run into, here’s what you can do instead..”

Note: These “connecting words” are not always required. Since you’ve created your devices in the order of the AMOC framework, most of the devices should flow into the next seamlessly as it is.

STEP 3. Trim, read-through, refine

This last step is for polishing your letter so the message is crisp and clear.

Here are some actions to take for doing this:

a) Read your letter out-loud — this will reveal hard-to-read sections of your letter. Refine accordingly

b) Get a friend to read it to you and notice where they “trip-up”.  Refine accordingly

c) Edit for FLOW and READING (not grammar), break up text, and trim out all unnecessary words

d) Skim through to identify places where you mention the bottom line benefit — turn these into additional subheads


Final step

After completing all the above steps, it’s time to publish.. right?

Not yet! here’s one last step:

Sleep on your letter.

This step is crucial!

Since you’ve been so “close” working on the letter, it’s going to be hard for you to gain perspective at this point. This means there may be some glaring errors that you’re incapable of detecting.

Sleep on it, and come back, read through your letter again.

If all looks good the next day, then go ahead and publish your letter.



By going through these steps, you would’ve created an automated sales system for yourself. You can put it to work day and night for you and benefit from it for years to come.

Case Study: “Startup Idea” Validation and Signing my First 3 Clients

And it begins..

With the receiving of these e-mails — it’s official — my idea was viable. I’ve found a winner.

Time to deliver the service, and start scaling up.

This is a case study of..

How I identified, and validated the idea for my coaching service “startup”

In this guide, I’m going to talk about a simple 3-step framework I used that allowed me to test the validity of my idea within a week. This allowed me to avoid wasting months of time, or any money developing a service nobody wants to buy.

As a side note, I later turned this in-person coaching business into a small online, passive income e-course business. It’s generated over $60,000 in revenue to date — a side cash-cow if you will. The business specializes in teaching shy men how to dance at night clubs, weddings and social functions.


Back story:

Some time during 2013, after being a professional entertainer and dancer teacher for 5 years, I was starting to find myself in those “omg somebody kill me” moments more and more often. I was tired.. and itching for a change.

I was looking to build something of my own; not like a huge multi-national startup or nothing, but just something that involved my passion. It needed to provide enough cash to support my lifestyle of course.

I got the “hunch” for a business idea when I recalled back to a conversation I had few years prior during a car ride. I learned that my friend was a sort of “confidence coach” teaching successful businessmen how to dance. The idea sounded ridiculous at first, but now from hindsight, it makes perfect sense.

This specific market of businessmen spend most of the days on their business, and therefore, have little experience in the night-life scene. The problem they run into is that at some recent point, they found themselves in the unfamiliar nightlife environment.

They see people mingling and having fun on the dance floor, and they realize that they have not-a-CLUE what to do!

This is where my friend came in. He helped these businessmen learn the basic dance moves. This skill then becomes the vehicle that they get to use to join in on the fun in this unfamiliar nightlife environment.

(If you’ve seen the movie “Hitch”, then you’ve probably clued in to what the service is all about)


I pondered on the idea of creating a similar business for a few days.

I came to the conclusion that this was something I’d like to try validating and potentially turning into my own thing.

Mainly because it met these criteria:

  • It’s focused around dance; something I’m passionate about
  • It serves a market that’s not broke (this means that I wouldn’t have to struggle getting the target clients to PAY for the service)
  • There’s already a track record of this type of business being successful
  • I have some built-in affinity with the target clients — I’m a guy — not a female ballerina
  • Since it’s based on coaching, it would be quick to “start up” and profitable right away
  • Also, because it’s coaching, there would be little to no start up cost


Step 1: Identify target clients and their needs

I knew that these men are NOT like the typical dance students that are looking to learn. So instead of jumping in and coming up with cool “features” of the service, like “footwork moves” and “dance routines to popular songs”, I invested time in getting to know the target clients first.

This key step of “target client understanding” is the step that prevented me from finding myself in the aspiring-entrepreneur’s nightmare of having built something that nobody wants.


2 things I did:

First, I called up my friend who originally told me about the “teach men how to dance” idea. Since he had moved to Japan a year or two prior, I wouldn’t be stepping on his shoes and he was happy to help.

I dug deep and asked him detailed questions about the profile of the target clients. I was looking for their demographic information as well as their psychographic information; their desires, aspirations and burning frustrations.


This was the demographic information:

  • Men – 30-45
  • Soft-spoken personality
  • Businessmen, engineers — people that are typically career-oriented and the “logical” or “analytical” type
  • Some recent divorcees
Next, I placed myself inside the shoes of the target clients and simulated an ideal, problem-experience in my mind.
I envisioned myself stepping into a club or wedding reception party; into this unfamiliar, slightly intimidating environment.
The music is blaring; people everywhere. I envisioned myself fighting my way to the bar, grabbing a drink and then proceed to disappear into the nearest dark corner; somewhere I could hide and be out of sight.
I envisioned myself gawking at the party-people on the dance floor; being left out of the fun and ignored.
I tried to identify the heightened emotions, fears, and internal dialog that a the target clients would experience when they find themselves in this scenario.
After taking these 2 steps, the psychographic information of the target client emerged:
  • Fear of looking silly in public
  • Feeling like their being left out of the fun and ignored
  • Feeling self-conscious when attempting to dance in public
  • Being perceived as the “creep at the club” by the ladies
  • Feeling awkward in general on the dance floor
  • Fear of being perceived as “gay”

They say things like:

“I’ve tried watching people dance in club or dance situations. And trying to copy what I was watching. And mostly just feeling strange whenever I tried dancing”

“how do you move fluently? Not like a plank of wood and learn how to follow the music?”

“Sucks being the guy who stands in the back of the club, clutching a drink and looking like a creep”


Bottom line:

These are the “motivations” of the target clients:

  • They want to become comfortable on the dance floor, and have the ability to join in on the fun
  • They don’t want to look silly when they do start dancing
  • Also, instead of “standing out” they want to simply blend into the crowd

With some additional research, these are some information I found about my “competitors”:

The studios that teach adults to dance typically teach social dances that are too formal for the club, or instructions that are not suitable for men.



This meant that there are actually no suitable resources out there for these guys to the “casual dancing” that they really want to learn — good news for me.

It’s clear that there was an opportunity for a unique, fresh positioning:

Dance floor confidence for men

With this research, it was time to proceed to..


Step 2: Create prospective service based on research

The goal here is to create a prospective service with features that answer to the problems of the target clients. Additionally, you want to include features that answers to potential “sales objections”.

Here are the features and how they relate to the problems and potential objections:

Feature 1: Teach easy, casual dance moves that are versatile, quick-to-learn and FOR MEN ONLY

This would handle the target client’s problem of not having any casual dance moves for them to do at these social functions. With these dance moves, they would be able to join in on the fun and not feel out-of-place or “left out”.

Lastly, since the moves are for men only, the target clients would eliminate the possibility of being mistaken for something they’re er… not.

Feature 2: Teach lesson in a private environment on 1-on-1 basis

Learning something brand-new is already an uncomfortable experience. A public dance class — where you face the possibility of public humiliation — only makes things worse. A private class would allow the clients to escape the judgment of others COMPLETELY, which makes the learning experience un-intimidating.

Feature 3: Flexible schedule for the classes

Since the target clients are not jobless slobs, I would need to be mindful of their availability. By providing a flexible schedule, I get to make this service more accessible. More likely for them to sign up.

With the prospective service created and features determined, it’s time to gage interest.

Hit the pond and test out the bait so-to-speak.


Step 3: Gage interest – test and refine

I knew people were looking for dance lessons on Craigslist.org, so I thought I would market there to start.

I wrote an AD with a headline that addressed the target audience demographic.

Within the AD, I first addressed the frustrations of the target clients, then I continued by briefly talking about the skill that I possess for solving those frustrations. I re-addressed the problems again and ended off by listing out the features for solving those problems.

This was the AD:

From hindsight, there are many improvements that could’ve been made to this AD for increasing conversion — but it worked well enough as it is.

I submitted this craigslist AD. After a few hours, it went live.

I waited for a day.

— crickets.

But on the 3rd or 4th day after the AD went live, e-mails started to come in..



I responded to these inquiries by re-stating the benefits of the service. Since I did my research up-front — and the fact that the AD got the to respond — I knew that it wouldn’t take too much convincing for them to sign on. About half of these inquiries translated into sales.

I priced the lessons at $30 ~ $35 per session (depending on their location) — from hindsight, I could’ve charged way more!

And that was it; the beginning of my brand new coaching “startup”.


Scaling up and Automation

I coached in-person for a few months before deciding that I wanted to scale up.

As mentioned, I eventually moved the entire business online. I shifted my positioning to serve a younger audience and automated my service fulfillment.

I created simple YouTube videos teaching super basic dance moves — the type that guys would be able to see themselves doing. At the end of the videos, I would give a “call to action” for the viewer to come to my website to learn more. On my site, I offered a paid video-program that they could download and watch on their own for learning basic dance moves for social functions.



This system handled the lead generation, sales and service fulfillment. Simply put, it removed me from the entire business equation. And this meant that the income generated from this business is now “passive income”.


Recap of the steps:

Step 1: Identify target clients and their needs
Research the “demongraphic” and “psychographic” information of the target clients.

Step 2: Create prospective service based on research
Create the features for your prospective service based on the needs of your target clients

Step 3: Gage interest – test and refine
Communicate to the target clients the problem your service resolves and gage their interest. Refine the communication if the target clients don’t respond. Proceed with delivery of service if target clients “bite”.


By following through with these steps, you get to minimize the time between “coming up with the idea” to “validation of the idea”. You get to avoid the fear of “developing a business that turns out to be a dud”.

You get to either quickly invalidate your idea — and move on to the next, OR sign on your first clients from the beginning, which lights a fire under you to quickly establish the business and deliver the service.

3 Steps to Building a Coaching Package People Want to Buy

How do you create a coaching or consulting package people want to buy?

It boggles my mind how popular this question is.
It’s actually pretty simple..

Here are the 3 steps:


Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

Step 2: Identify the “actions” you can take to help solve these problems

Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems


That’s it!


“Hey, I know you’re experiencing these annoying problems, and this consulting package right here is created specifically for solving these problems!” – This is what you would be communicating to your clients by taking these 3 steps. In other words, you would be answering to existing, burning demands.

Hard to go wrong when you’re supplying to demands right?


That makes sense.. but what does this process actually look like exactly..?

Let’s take a look at some case studies:


Example 1: Personal training service

Ideal client: North American women 28 -36

In this case, what would a novice personal trainer say when they’re trying to sell a training package?


“We provide 16 bi-weekly training sessions and I’ll give you low carb diet plan to follow. We’ll do a fitness testing session and a gym equipment orientation.”


Put yourself into the shoes of someone who knows little to nothing very little about nutrition; someone who’s been struggling to stay on a diet; someone who’s intimidated by the “fit people” at the gym; how enticing is this coaching package? Not at all that attractive right?


Let’s go through the 3 step process that I’ve described and see what a marketing savvy coach would do instead.


Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

A savvy personal trainer would identify these top questions from the target client:

“Do I need to go on all these supplements?”

“I need help knowing what to eat and what not to eat for losing weight!”

“I keep falling off my diet after just a few days.. How do I keep myself motivated?”

“I always struggle at these classes and I don’t really like the gym. What are some alternatives?”

“I don’t want to lift heavy weights. I just want to get toned.. What do I do?”


The problems then would be things like:

  • Confusion about proper nutrition
  • Fear of “bulking up” and looking like a guy as the result
  • Lack of motivation for following through which results in slow progress
  • Frustration and disappointment from lack of progress


Step 2: Identify the “actions” you can take to help solve these problems

After discovering these problems, the savvy personal trainer would then brainstorm the actual service offerings for solving these problems. In this case, these are the things he would offer for solving these problems:

  • 16, 1 on 1, body weight training sessions for seeing progress, keeping motivated and preserving the “female” figure
  • Step-by-step, personally tailored meal guide and nutrition consulting that shows exactly what to eat, and what not to eat
  • Weekly accountability calls for progress assessment and accountability


Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

Once the service offerings are identified, the savvy personal trainer would then bundle these things up into a coaching package. In this case, this is how this coaching package would be presented:

8 Week Body-Toner Personal Training System

Benefits of the coaching package:

  • Help you burn fat without building bulky muscles
  • Help you clear up confusion about weight loss nutrition
  • Help keep you stay motivated to achieving your weight loss goals
  • Help keep you accountable to prevent yo-yo dieting and inconsistent progress


Let’s take a step back and put yourself into the shoes of the target client. Once you see the benefits of this coaching package, you would realize right away that this coaching package was designed specifically for your needs. The coaching package that is designed with the needs of the target client as the main focus becomes an almost self-selling coaching package right?

Example 2: B2B Interior design consulting

Ideal client: Fine-dining restaurant owners

In this case, the typical, novice interior designer would offer a interior design consulting package that looks something like this:

  • Complete art and decor package
  • Custom furniture design and furniture sourcing
  • Customized scope of work proposal
  • Space planning and furniture layout
  • Marketing displays and sample boards
  • Bathroom design

Looks okay on the surface right? However, let’s find out where there’s room for improvements.


Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

The marketing savvy interior designer would do her research and discover questions like these:

“Do you do menu design as well? I need the “look” to be aligned throughout”

“I need help with spacing so I get to seat the most amount of people”

“Can you just coordinate everything?”

“I need that modern and up-scale “feel”, but not have it look like the other places. Can you do that?”

The problems in this case are things like:

  • Fear of all the components ending up looking mis-matched when the project is complete
  • Fear of interior designer creating a plan that’s aesthetically pleasing, but not business-functional
  • Fear of being perceived as “inauthentic” or an “imitator” by customers


Step 2: Identify the “actions” you can take to help solve these problems

After identifying these problems, fears and frustrations, the savvy interior designer identifies these service offerings:

  • Strategic spacial pre-planning for creating a comfortable but optimal furniture layout
  • Design comparison session before finalizing on an authentic, original and upscale “look” for the business
  • Project management to coordinate and instruct all parties involved in the project to – Avoid mis-matched look between furniture, decor, print design and other marketing collateral


Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

Bundling these services up into a consulting package, it will look like this:

All-In-One Fine-Dine Design Makeover Package

Benefits of the consulting package:

  • Optimize seating potential without the “cluttered” look to maximize revenue without irritating customers
  • Ensure matching look between furniture, decor, print design and other marketing collateral to create thorough branding
  • Create memorable fine-dining experiences by adopting an “upscale” look while differentiating from other restaurants
  • Save time and effort from having to manage multiple talents for the renovation project


Busy fine-dining restaurant owners that are looking to renovate would see this offer and see how it’s a 1-stop-shop service that’s designed for their needs.

They’ll be able to make the purchase and be free to work on the other important business-related tasks, instead of having to manually assemble a team of graphic designers, furniture specialists, painters and contractors to get the job done.

This is a much more enticing consulting offer than a list of random services that are irrelevant to the restaurant owner’s real needs.


Example 3: Facebook advertisement management service

Ideal client: Online coaches

In this example, a typical advertisement campaign manager would offer something like this:

  • Facebook Advertisement management
  • Custom landing page creation
  • Advertisement retargetting
  • Copywriting services
  • Graphic design
  • E-mail follow-up sequence management

A savvy advertisement management consultant on the other hand would do this instead:


Step 1: Identify the 3-10 top questions your ideal client is asking and the problems they’re experiencing

Typically, people that are new to online advertising and internet marketing would read a few internet marketing related articles and ask questions like these:

“Can you do SEO? Or should I hire an outsourcer to SEO my site for me?”

“How many leads can you get for me and how much do I have to spend?”

“I tried to buy some ads on Facebook before, but I don’t know why traffic doesn’t convert”

“So, do I just pay and then you’ll get me the leads?”

“I saw the interview of these other coach’s success. Can you take a look at what they did and do the same for me?”

From these questions, it’s pretty clear these are the problems and frustrations they’re experiencing:

  • Fear of wasting money on advertising without return on investment
  • Frustration because of the long learning curve for understanding Facebook ads
  • Uncertain about how or if they can attract customers online
  • Confusion about how their competition is experiencing success with Facebook


Step 2: Identify the “actions” you can take to help solve these problems.

These are the service offerings to provide:

  • Build an end-to-end Facebook ads marketing campaign from scratch to “handle it” for the client
  • Run A/B split on funnel to identify most profitable, most attractive offer the customers will respond to
  • Conversion-focused copywriting service to ensure leads turn into clients
  • Competition analysis to reverse engineer other business’s success and adopt their profitable strategies


Step 3: Bundle these “actions” up into a coaching package and show your client that it’s the solution to their problems

“Client On Demand” Facebook Advertising Package

Benefits of service:

  • Hands-off, “do it for you” service that requires no management from your end
  • Client acquisition focused campaign that maximize return on money spent on advertisement
  • Identify hidden opportunities for growth and stay competitive in the marketplace

Compare this service offering to the typical advertisement management package; it’s no comparison.


The takeaway

The key to creating a self-selling consulting package is by answering to existing problems. Instead of packaging up random service offerings, you want to be customer focused and tailor the consulting package to the target market’s specific needs.

Instead of trying to push your service offerings onto your clients, you want to attract them by showing how your coaching package is what they need for solving all their burning problems.

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The Definitely-Ultimate Guide to Attracting Clients

Welcome to the Definitely Ultimate guide to ATTRACTING CLIENTS (Offline + Online)

First things first

I know that “The Ultimate Guide” is a butchered term and in this context may appear like a pretty bold statement at first. I also know that there about a billion other posts out there that claims to be “ultimate guide”. So, I will say right off the bat the strategies you’re about to learn are:

  • Step-by-step, case-studies included (No “10 great ways to do XYZ” here)
  • Based on proven concepts I’ve been using for the last 4.5 years for my personal businesses (No untested theories)
  • Ever-green strategies! This means that you can use repeatedly for many years to come


The promise

By the end of the tutorial, you’re going to find out exactly how to:

  • Get your ideal clients contacting you, inquiring about your service so you can be the one calling the shots, charging your worth and valued for your work
  • Use online platforms like Facebook groups, forums, Reddit, free listing sites like craigslist.org to attract these ideal clients
  • Use these same strategies to get clients offline
  • Stand out from the noise produced by all the “competitors” in your field
  • Accomplish the above without ever coming across like a sleazy, slimy, spammy, icky, unethical salesperson


The catch!

I would be doing you a disservice if I don’t warn you up front:

For these strategies to work for you, you MUST have something good to offer. In other words, if your product or service is crap, then these strategies won’t do you any good and you should stop reading right now.

Also, these strategies do require you to put in some work before they start producing results. I would be lying if I told you that I’m revealing to you a magic button that you can push that would immediately get people depositing money into your bank account.

However, by following these steps all the way through, you would create your own client attraction machine that you can fire-up at any time that would get your ideal, qualified clients coming to your for your help. Consider this kind of like the process of building a bridge; yes, it’s work up-front, but once the work is done, you get to experience the benefits over and over for the long-term.

Now that you know what to expect…
Let’s dive in

Let me (very creatively) call this the..


4 Step Client Attraction Method

The definitely ultimate, step-by-step, no b.s. approach to attracting clients (online / offline)

(Here’s the irony: the acronym for this turned out to be 4-SCAM. I originally contemplated on changing it… but then I thought it would be funny just to leave it as is.. additionally, it’ll probably help me drive away the impatient, too-quick-to-judge losers that won’t take the time to learn from my strategies)

Here are the 4 steps:

Step 1: Identify client niche problem (Create solution for niche problem)

Step 2: Craft snapshot value proposition

Step 3: Assemble Result Demonstration Device

Step 4: Deploy and syndicate Result Demonstration Device

Let me explain each one of these steps and then we’ll take a look at a few case-studies and examples.


How the 4-SCAM Works

Step 1: Identify client niche problem (Create solution for niche problem)

The very first step is to clearly identify a nagging, annoying problem your target client is experiencing that your service can resolve. Once you understand this big problem, you gain the advantage to quickly differentiating yourself from all of your competitors.

Note: If your service is not capable of solving this problem, then you need to either identify another problem or develop a different service.

Note 2: The niche problem must be an ACTUAL NAGGING ANNOYING PROBLEM, NOT something you think SHOULD be a problem.

Additional benefit: This step eliminates the problem of having to “convince” people to become interested in you’re promotional messages.


Step 2: Craft snapshot value proposition

Once you understand the big, nagging problem and have the solution in hand, you’ll need to craft a tangible, specific value proposition. This proposition needs to concisely explain what problem you resolve, who you help, who you DO NOT help, and also, what benefits one could expect to receive after working with you.

This value proposition would act as a magnet; once you deploy it, you would attract the initial attention of your target clients and drive away the people that are not fit for your service.


Step 3: Assemble Result Demonstration Device

The “Result Demonstration Device” is a short, snappy presentation that either..

A) demonstrates the solving of the big, burning problem.


B) demonstrates the solving of a sub-problem that makes up the “big burning problem”

This presentation backs up your claim about what you do, and should also educate your clients on the approach they can take for solving their problem.

Instead of making all these un-backed promises, educate the client on solution and provide examples of results. This prevents you from being seen as a spammer, or as an annoying “salesperson”.

You’re simply someone who’s providing demonstration of solving of a problem. Someone who’s an experienced problem solver so to speak.


Step 4: Deploy and syndicate Result Demonstration Device

The last step is more of a continuous “process”. Once you have your finalized Snapshot Value Proposition and Result Demonstration Device ready, you want to put them on display in all the places where your target clients are paying their attention.

Your Snapshot Value Proposition would first catch then attention of your target clients. They would proceed to check out your Result Demonstration Device and realize that have the key to solving their problem. From there, they would raise their hand and ask you for help.

Once all the above steps are implemented, you can sit back and let the prospects come knocking at your door!

Let’s take a look at a few case-studies and examples.


Case Study #1: Dance training for men

As you may know, I run an online dance training business that’s specialized in teaching guys 26-35 years old how to dance. We’re not talking about teaching these guys crazy breakdance moves or fancy Salsa routines here, but rather, easy dance steps for the night club, wedding or social functions.

This is one of my oldest businesses, and frankly, still my favorite.

At the time of writing, I have well over 500 paid students. Using the 4-SCAM framework, I never need to cold-email, pitch, spam and nag or use any of the traditional “lead gen techniques” to attract these clients to be and have them enroll in my course.

So let’s take a look and see how the 4-SCAM framework is utilized for this business:


Step 1: Identify client niche problem (Create solution for niche problem)

A little bit of background on the ideal client:
Unlike a few decades back, where guys can get away with not knowing how to dance, nowadays, when guys go to a social function, they’re almost EXPECTED to know a few dance moves.

Sure, some guys go to these social functions, get a few drinks in them and just go NUTS on the dance floor (And make a total fool out of themselves). But those guys are not my target market. Rather, my ideal client is typically the soft-spoken, self-conscious type that have nightmares of embarrassing themselves in public.

When these guys attend a party or social function, more than likely they’re riding the bar stool or standing in the shadows, gawking at the ladies like a psychopath.

If you’ve experienced something like this, then you know it makes you feel like the biggest LOSER in the world.

These guys KNOW that they can’t dance. Some of them have tried to learn through lessons or copying videos online, but typically, they realize that traditional dance lessons teach routines that are WAY too complex for them, and the dance moves they try to copy online are either too tacky, or too difficult for them to follow along.

The surface problem these guys face is that they don’t know any dance moves. But digging a bit further. Deep down, the big problem that these guys face is that the feel uncomfortable at social functions. They feel left out of the fun and ignored.

Niche problem: Feeling uncomfortable at social functions, left out of the fun and ignored


Step 2: Craft snapshot value proposition

After identifying the niche problem, the next step is to create this Snapshot Value Proposition (SVP). So I get to communicate clearly and concisely that I know their problem, I have the solution, and it was created SPECIFICALLY FOR THEM.

I have a few variations of this Snapshot Value Proposition that I use in my campaigns, but the core SVP is this:

Become comfortable on the dance floor, have fun and not look silly in 7 days or less — For guys only!

This SVP addresses the deeper problem of “feeling uncomfortable” and “having no confidence”. It also points out that the information is “for guys only” — implying that the moves taught won’t make them look feminine.

This SVP now serves as the “attention magnet” that catches the full attention of my target market.


Step 3: Assemble Result Demonstration Device (show the feature that gets them the benefit)

The Result Demonstration Device (RDD) helps educate the target market on how they get to solve the problem they’re experiencing, so they say to themselves

“Ahhhh, ooookay, finally, now I see how I can solve this problem of mine”

It’s sort of like revealing the MAP that shows the route they can take to go from where they are (experiencing problem) to where they want to be (resolving problem). In addition, it serves as “proof” for backing up your claims.

Over the years, I’ve created many RDDs for this business, but since “dance” is visual-based, my best RDDs have been in video form.

An example of my top-performing RDDs is a video of my explaining how the easiest way a guy can learn to dance is to learn 2 brain-dead, basic body movements and simply do combine them together.

See the video here:

Even though I’m not teaching them how to become “confident on the dance floor, have fun and not look silly”, this video debunks their limiting belief that they just can not learn to dance. They can also see how by learning 2 or 3 more moves like the one from the video, they could blend right into the dance floor at the next social function.


Step 4: Deploy and syndicate Result Demonstration Device

Once I’ve created the Result Demonstration Device, I was ready to put it up where my target clients are paying their attention!

When I first started, I knew people were looking for private dance teachers on Craigslist, so I would put the RDD onto Craigslist and sell in-person coaching. Men that are looking to learn how to dance would come across my RDD and immediately see how my advice works and how it could work for them. From there, they would contact me for more information on the in-person coaching.

(I’ve highlighted the “problem language” to show these are people from my target market)


After a few months of the in-person coaching, I created a digital video program that’s an alternative to my in-person training. I discovered that there were other dance teachers teaching basic dance moves on YouTube. Since their videos received a fair amount of views (50k — 200k), it was an indication that my target clients were also looking for this type of information on YouTube. I started producing more dance move training videos and I syndicated my RDD onto the YouTube platform.

In the description for my videos, I would invite the viewer to come to my website to learn how they can “Become comfortable on the dance floor, have fun and not look silly in 7 days or less — For guys only!”. On the website, I would offer my paid training program. Since my YouTube videos attract the clients to my website and my website sales page sold the program, I eliminated my physical teaching work completely.

3 year ago, I started my own blog platform and posted my RDD on my blog. This helped me expand my reach and get more exposure for my RDD.

At this point, I have the opportunity to syndicate my RDD even more. These are 3 more ideas:

Idea 1: Teach in person at local “dating skills for men” meetups



Idea 2: Syndicate RDD to Facebook groups like these:


Idea 3: Guitar forums

After running this business for a few years, I’ve gotten to know my target customer base quite well. It so happens that many of my customers are also guitarists. A few months ago, I offered my digital program to a group of guitarists. Dozens of these guitarists ended took up the offer.

So I know almost for sure that many guitarists or guitar-enthusiasts are looking to learn how to dance as well. In this case, I can go into any one (or all) of these forums and syndicate my RDD there.

Once I’ve deployed my RDD to these platforms, the motivated, qualified clients would contact me for more help. From there, I have the opportunity to either offer them more help through in-person coaching, or direct them to my website sales page.

Bottom line: If I want to expand my business and attract more clients, all I have to do is syndicate my RDD onto these other platforms and let the inquiries roll in.


Case Study #2: Book writing and self-publishing

Another part-time coaching gig I was running was guiding first-time, self-publishing non-fiction book writers through the process of writing and publish their own book on Amazon.com.

Here’s how I used the framework for this gig:

Step 1: Identify client niche problem (Create solution for niche problem)

Through experience, I knew that aspiring writers have a HUGE list of fears, frustrations and problems when they’re trying to write their first book.

Here’s a list of the most common questions and problems:

  • Don’t know how to outline a nonfiction book
  • Running into writer’s block
  • Not confident about finishing the book after starting
  • Not knowing how to properly submit the book onto Amazon
  • Not knowing how to promote the book after it’s submitted
  • Not knowing how to combat competing books on the same topic
  • Fear of not being enough of an “expert” to write on the subject

If you read closely into these “problems”, you’ll realize that most of these problems stem from the “root problem” of the fear that nobody’s going to purchase their book after they’ve completed it. In other words, they’re afraid of writing a book that nobody buys and seeing all their hard work go to waste!


Step 2: Craft snapshot value proposition

With the understanding of the “root problem”, I went ahead to create the Snapshot Value Proposition. Again, I created a few variations of the SVP, but the general message of it is this:

How to package your existing knowledge into a high-value, self-selling non-fiction e-book


Step 3: Assemble Result Demonstration Device

To demonstrate proof and educate my target clients, I created a simple, 3-step book outlining technique that shows how anyone is capable of quickly turning their existing knowledge into a highly valuable book. This technique also practically guarantees their book to sell once it’s complete.

This is the technique:

These 3 steps help aspiring e-book writers see in their mind how they can write a book that’s almost guaranteed to sell. They can almost even see themselves sitting down at the computer and going through the steps in just a few days. This helps them remove the fear of spending a a million years writing a book that ends up not selling.

Step 4: Deploy and syndicate Result Demonstration Device

Typically, people that are considering of writing their own non-fiction Kindle books would stumble onto Kindle-discussion Facebook groups

I would post the RDD in these groups and welcome private message questions or to come to my website for more information.


I’ve elaborated on this technique, added additional tips and techniques on success for Kindle and created a YouTube tutorial on it.

Here are some of the results of prospective clients contacting me after seeing my posts and video.






These are a few more syndication opportunities I have:

  • Write posts elaborating on the process for reddit.com subreddits related to self-publishing and writing.
  • Turn the technique into a short presentation and present at local Meetups related self-publishing and writing

EXAMPLE # 1: Wedding photo-perfect Bridal Body makeover weight-loss coaching

I love examples and demonstrations.. and I’m sure you do too! So let’s take a look at a prospective scenario of how I would use the 4-Scam framework for another topic. Say that I’m a weight-loss coach — a bridal-body weight-loss coach to be specific. My target market is to-be brides that are 8-10 weeks out from the big day.

This is how it would play out using the framework:

Step 1: Identify client niche problem (Create solution for niche problem)

There’s a set of “niche problems” that all brides-to be experience. Here are a few of the major ones that are always lingering on their minds:

  • Need to trim down 10-15lbs – Short on time hitting goal and having no room for trial n’ error
  • “Target areas” highlighted by dress (arms, shoulder, lower back) needs work
  • Need to get rid of “chicken wings” to avoid embarrassing bouquet toss

Bottom line: They’re facing a big challenge becoming tight, toned and picture-ready in time for he trip down the isle. They’re biggest fear is not being ready and turning out looking horrible in the wedding photos.

The solution for these problems would be:

  • Exercises for toning shoulders, back of arms (triceps) or lower back
  • “What to eat and what not to eat” reference sheet and meal plan — for losing weight healthily and not crash-dieting
  • Bi-weekly in-person or Skype coaching for keeping accountable and staying on track to reaching goal

Step 2: Craft snapshot value proposition

A typical, not-so-persuasion-savvy weight-loss coach would probably place their emphasize on “accountability”. While in this case, the bride-to-be is already highly-motivated to do anything to get the desired results . The real issue is knowing what to do so the “target areas” are addressed. Also, they need to absolutely make sure that they’re ready for the big day — with no exception.

A SVP that addresses all the niche problems would look something like this:

Tighten up target areas highlighted by your dress, look toned, healthy and picture-perfect — just in time for the trip down the isle


Step 3: Assemble Result Demonstration Device

Since there are a few different niche target problems, I would have the option for creating a few different RDDs.

I have the option of addressing the “need-to-work-on-areas-highlighted-by-wedding-dress” problem by creating a exercise reference sheet. This sheet would identify the “target areas” for certain styles of dress and prescribe exercises to do in accordance to each.

It would look something like this:

Option 2 is to create a sample low-carb diet food chart that lists out the food to eat and not to eat for losing weight — and simultaneously stay nourished and healthy.


Step 4: Deploy and syndicate Result Demonstration Device

Now to deploy the RDD, I would seek out online and offline communities like these:

“Just engaged” Subreddit

or Wedding-related forums

A post that I would create would look something like this:


Subject: Tightening up target areas highlighted by your dress

Hey ladies! Since the wedding season is coming around, in the last few weeks I’ve been seeing a TON of questions in regards to “tightening up” target areas highlighted by wedding dresses. (I’m a personal trainer btw)

I created a little reference sheet showing what exercises to do for the wedding dress you have. This way, you get to focus on the target areas and ensure that the body parts exposed look tight, toned and picture perfect — just in time for the walk down the isle.

If you have questions on this, or if you have a dress that’s not listed.. or if you have any weight-loss nutrition-related questions, feel free to inbox me.


Another opportunity I have for deploying my RDD is to get in contact with Meetup hosts that put on events for bride-to-be’s and offer to do a free demonstration. Since Meetup event hosts are always in need for fresh, new, in-demand material, the offer to present would be an easy win-win-win proposition. The host gets credit for featuring useful content, the audience learns useful information for solving their problem, I get the attention of the target market and demonstrate my problem solving abilities. For the in-person demonstration of the RDD, I would conclude with the same soft, call-to-action — to encourage any questions related to getting the perfect bridal-body.

I can further syndicate the RDD to Wedding conventions and perform a demonstration there.

The people that contact me with questions would obviously be motivated prospects that are about to get married. After answering their questions, it would be a seamless segue for me to offer in-person or Skype coaching to guide them through the preparation process that leads up to their big day.



4 Steps Client Attraction Method

Step 1: Identify client niche problem (Create solution for niche problem)

Step 2: Craft snapshot value proposition

Step 3: Assemble Result Demonstration Device

Step 4: Deploy and syndicate Result Demonstration Device


This Framework works by positioning yourself as the “problem solver” and providing proof of results up-front, instead of being the traditional salesperson who starts pitching right out the gate.

Follow the 4 steps as described, and open up the flood gate of motivated, qualified clients!

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How to finally niche (without leaving people out)

“I know I should be more narrow with my message.. I know I need to ‘niche down’ but I would be leaving people out!”

This is the age old issue emerging coaches, authors and entrepreneurs have isn’t it?

Everyone tells us we need to niche and focus.

We need to be clear about our target customers.

We see the benefits of niching..

But we. just. CAN’T.

Because if we niched down, then we’ll be burning a bunch of bridges, closing many doors — some of which we don’t even know exist yet — and leaving many people out.

How can we possibly make the definitive decision to say no to thousands, tens.. hundreds of thousands of future clients?


“What I have can help EVERYONE!”

Because of this inability to set our foot down and define our niche, we either never get started because of the overwhelming marketing avenues we can pursue,


We decide to go broad and shot-gun our message — making it ambiguous. The result: our message turns into murmur that gets ignored in the sea of “marketing noise”.

Ironic isn’t it?

We want to help everyone!

But as the result, we end up helping no one.


Here’s the good news:

You don’t HAVE to close ANY doors, burn any bridges or leave anyone out (if you don’t want to)!

You can have it all!

But along with that.. here’s the bad news:

It’ll take some work, and it’ll require you to..

become curious in people

More curious than you’ve ever been before.

To illustrate the solution, let’s first take a look at the typical, non-persuasion-savvy emerging approach.

The typical approach: Go broad

Let’s say that you’re a WordPress expert and you have a weekend coaching program that you want to start offering.

The focus of your coaching program is to help people set up their website using WordPress.

Here are some of the topics you teach within your coaching package:

  • Registering for domain
  • Find a suitable hosting company
  • Create an e-store
  • Basic SEO
  • Selection of beautiful themes to use
  • Social media integration
  • Other basic WordPress related knowledge

To market this coaching program, you wrote out this promotional message:

Pretty standard right?

Pretty easily ignored right?

Now, let’s take a look at an alternative approach; the “niching-without-leaving-people-out” approach that allows you to attract 3x,5x, maybe even 10x more attention from the market.


3.5 Steps to the multi-segment approach:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3
Let’s take a look at the process


Step 1: Identify most motivated segments of market

Instead of jumping out the gate, speaking broad and shotgunning your message. You did some preliminary research and you discovered that this WordPress Market is made up of many different types of people

Food bloggers, freelancers, travel bloggers, aspiring review site creators

Out of these segments, you realized that there are 3 that are especially active in the discussion boards.

  • Aspiring e-commerce entrepreneurs
  • Fashion bloggers
  • Freelance graphic designers

They ask a lot of questions and appears to have a strong motivation to getting their sites up and running.

(Note: there are many more factors to determining the “motivation” of a segment. But we’ll keep it simple for now)


Step 2: Identify unique needs of each segment

Digging into the questions, you realize that they are running into these WordPress and website related challenges

Segment 1: Aspiring E commerce entrepreneurs

This market segment is looking to start their first business online. To start a business, of course, they need a website! They have some money for starting-up, but they’re still cost-conscious. This is why they’re considering of starting a WordPress powered store, instead of spending $5,000 – $10,000 developing a website from scratch.

These are some of the specific questions and needs of this market:

  • “What is the best free, or low-cost WordPress themes to use for setting up an e-store?”
  • “How do I connect my e-store to credit card processing company and which company offers the best transaction rate?”
  • “How do I set up “e-mail capture” page for sending out future product promotions?”
  • “How to prevent site from crashing if there’s sudden a surge of visitors rushing to the site?”
  • “How do I secure the client data to prevent getting hacked.. or sued?”


Segment 2: Aspiring fashion bloggers

This aspiring fashion blogger segment is composed of 25-32 year olds that have been following the fashion trend, and now believes they have what it takes to create the next big fashion blog. The goal in their mind is to get as many people to visit as possible. This way, they can put product advertising on their website to start generating revenue from the site. Also, they hope to build out their fan-base and have people fans return to their blog on a daily, commenting on their posts

These are some of the specific questions and needs of this market:

  • “Which are some of the top minimalist-looking themes that are modern-looking and easy to navigate”
  • “What’s the best social-sharing plugin to use to increase the chances of visitors sharing my posts?”
  • “What’s the best way to encourage visitors to leave a comment?”
  • “Which is the best advertising network to partner with to start advertising on the blog?”
  • “How do I stay motivated and ensure that I post on a regular basis?”


Segment 3: Freelance graphic designers

This last segment of the market is freelancing graphic designers that are looking to put up their first website. Most of these designers finished college, worked at a job as a designer, felt that the “office” is not for them, and are now looking to start working for themselves. Their primary goal is to use the website to help them demonstrate their skills and attract new clients from their local area.

These are some of the specific questions and needs of this market:

  • “Being a designer, I’m quite picky about how I want the site to look. What are some highly-customizable themes to use that doesn’t require coding knowledge?”
  • “What’s the best plugin to use for displaying my portfolio? A standard page doesn’t do my work justice.”
  • “Basic local search-engine-optimization advice? I need to rank on Google for search phrases like “LA best graphic designer” and the like”
  • “What’s a good contact-form to use, so my potential clients can shoot me an e-mail right through my site?”


Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

In this step, the goal here is to explain what your features mean specifically to each segment. Relevancy is the KEY of the game!

Segment 1: Aspiring E commerce entrepreneurs.

With these questions and needs in mind:

  • “What is the best free, or low-cost WordPress themes to use for setting up an e-store?”
  • “How do I connect my e-store to credit card processing company and which company offers the best transaction rate?”
  • “How do I set up “e-mail capture” page for sending out future product promotions?”
  • “How to prevent site from crashing if there’s sudden a surge of visitors rushing to the site?”
  • “How do I secure the client data to prevent getting hacked.. or sued?”

The relevant message would look something like this:

Segment 2: Aspiring fashion bloggers

With these questions and needs in mind:

  • “Which are some of the top minimalist-looking themes that are modern-looking and easy to navigate”
  • “What’s the best social-sharing plugin to use to increase the chances of visitors sharing my posts?”
  • “What’s the best way to encourage visitors to leave a comment?”
  • “Which is the best advertising network to partner with to start advertising on the blog?”
  • “How do I stay motivated and ensure that I post on a regular basis?”

The relevant message would look something like this:

Segment 3: Freelance graphic designers

With these questions and needs in mind:

  • “Being a designer, I’m quite picky about how I want the site to look. What are some highly-customizable themes to use that doesn’t require coding knowledge?”
  • “What’s the best plugin to use for displaying my portfolio? A standard page doesn’t do my work justice.”
  • “Basic local search-engine-optimization advice? I need to rank on Google for search phrases like “LA best graphic designer” and the like”
  • “What’s a good contact-form to use, so my potential clients can shoot me an e-mail right through my site?”

The relevant message would look something like this:

Quick recap, these were the steps that we took for the multi-segment approach:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Let’s step back for a moment and put the 2 approaches side by side and look at the differences in results.


First, the “go broad” approach — approach #1.

Put yourself inside the shoes of people from each one of these market segments.

  • Aspiring e-commerce entrepreneurs
  • Aspiring fashion blogger
  • Graphic designer

Take a look at the generic message:

How enticing is this message?
How relevant is this message to your needs?

On a scale of 1-10, how motivated would you be to click through to the enrollment page — or even pay any attention to the message?

Probably at a 2 or 3 — at most.. right?

Now let’s take a look at the multi-segment approach — approach #2.

First, put yourself into the shoes of an..


Aspiring e-commerce entrepreneur

You’ve been dreaming of starting your own online store for months now. You’ve done lots of research and planning, you’ve picked out the PERFECT product you want to start selling. But you’re getting stuck trying to decide on the best option for a hosting company, theme and plugins to purchase.

You’ve heard of many horror-stories about new e-stores with poor security getting hacked. This makes you a little reluctant to get your store online before learning the necessary techniques for preventing a breach.

Plus, there’s still a couple new “technologies” that you’re not yet familiar with; things like e-mail capture, automated follow up and payment processing.

All these factors cause you to be stuck in paralysis, not able to get your e-commerce store actually up and running.

You’re browsing around online one day and you come across this:

How much more enticing would this be to you in comparison to the generic message?

Infinitely more enticing right?

Next, put yourself inside the shoes of an..


Aspiring fashion blogger

You’ve had your eyes on the fashion-blogging community for over 6 years now. You’ve seen over the years how people with average-tastes in style have grown their blogs from scratch to the multi-million dollar level.

You see them receive endorsement deals from clothing companies. Their posts get thousands of comments from people all over the world — even on silly little OOTD posts!

They get paid, they get free clothes, they’re praised for their style AND they’re famous!

You know you have what it takes — in terms of taste — to compete with these top tier fashion bloggers. And lately, you noticed that you’ve been entertaining the thought of starting your own blog more and more.

Trouble is, you’ve seen your fellow fashionista friends try to start their own blog. But within 2 months, they’ve all given up. Because your fear of “failing” the same way, you procrastinate and put off the pursuit of this dream for later.

One day, you see this message pop up on your news-feed

How much more enticing would this be to you in comparison to the generic message?

Again, infinitely more enticing right?

Lastly, putting yourself into the shoes of a..


New freelance graphic designer

Transitioning from a job to being self employed is a process. You know you’re going to have to start working very differently.

You hear everyday from other freelancer that they get 50% of their work from clients finding their website through Google. And 50% of their clients find them through word-of-mouth. Since you’re just starting off freelancing, nobody knows you yet! That means that if you don’t have a website, the chances of you getting any clients is 0%!

The problem is, since you chose the path of being a graphic designer — not a web designer — you have no clue how to put up a site.

You’ve heard that WordPress is what everyone uses, and you’ve looked into it. But it all appears to be so overwhelming

Hosting? Domain? HTML? PHP?


You need to get your site up — fast. You need it to look professional so your potential clients have a good impression of you before contacting you.

It needs to show off your portfolio and demonstrate your skills. And most importantly, it’s gotta attract clients and have them get in contact with you!

One day, your friend tags you in this post:

This second approach is much more enticing as you can start to see.

Since the messages are 100% relevant to the needs of the segments, they’re infinitely more enticing to them.

The key: Become RELEVANT to the needs of the market

What does your product or service mean to THEM — SPECIFICALLY?

You need to explain and elaborate on how the FEATURE of your product or service helps the market GAIN the specific benefits that THEY want.

Now let me answer the objection at this point:


“But I’ll be leaving people out if I use this multi-segment approach!”

This is where the “bonus step” comes in.

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3

To recap,

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Once you’ve created the custom tailored communication for your MOST motivated segments, you can go on to identify the second tier of most motivated segments.

These people may not be quite as motivated to work with you, but if the payoff is worth your time, then game on!

Go through steps 2 to identify their unique needs and then step 3; explain to them how your product (or service) fulfill those unique needs.

You can repeat this process as much as you like until slivers of segments that’s left is no longer worth your time and effort to pursue.


The steps 3.5 step multi-segmenting process:

Step 1: Identify most motivated segments of market

Step 2: Identify unique needs of each segment

Step 3: Explain and elaborate on how product features can fulfill the unique needs of each segment — create multiple messages

Bonus step: Identify 2nd, 3rd tier of most motivated segments and rinse / repeat steps 2-3


Here are the 2 key takeaways

1. Pursue the most motivated, most qualified segment of market first
Not all prospects are created equal. Better to speak directly to the people that are motivated to work with you, rather than wasting time trying to communicate with the “masses” that may or may NOT care about your offer.

2. Communicate accordingly
Your product or service can stay as it is, but the way you communicate the VALUE of it must be custom tailored to meet the needs of the unique segments.

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How to become credible without the “right credentials”

Who are you to be teaching this stuff?
Where are your credentials?


When we consider coaching or consulting, these are the stomach-churning thoughts that pop into our heads..

“There are people out there that have written books.. appeared on T.V… I haven’t done any of that.. How can I possibly be on the same level as them?”

“I know lots about it.. But I wouldn’t call myself an expert…”

“What if a prospect confronts me.. and asks for proof of my credentials… and found out that I don’t have any? My rep would be ruined! Ahhhh”

“What if they ask me a question that I don’t have an answer to? I would be EXPOSED! How humiliating!”

These thoughts keep us from persuading our clients to sign up with us. Since we don’t have confidence in ourselves, our clients don’t have confidence in us.

The lack of confidence shows up in our voice and on our face — if we’re on a skype call, in-person presentation, or recording a video.

Every time we’re considering of promoting ourselves, our subconscious says..

“You’re not ready — You’re not an expert yet”

and then we go..

“Right.. of course.. yeah I better do some more research.. read a few hundred more texts books and sign up for another 6 years of education.”

This crippling mindset makes us meek and timid. It makes us take one step forward, and immediately one step back.

It destroys our chances of attracting clients and building our businesses.

Shit. Ballz.

Now wait a minute..

Let’s step back for a moment and analyze this entire “I’m not an expert” frame of thinking. Where did it even come from?

Why we feel we NEED to become an expert first

1. “You must have XYZ before you can do ABC” Programming since childhood

Think about it. We’ve been brought up since birth with this idea etched into our heads:

“You need to do XYZ before you’re QUALIFIED to do ABC”

Who benefits when this type of thinking is type of thinking is adopted by the masses?

Certainly not us..

but rather, the schools, the institutions.. the people issuing the certificates and “degrees”.

They LOVE to tell us..

“You NEED to jump through a bajillion hoops.. and pay us an ungodly amount of money.. before you can have the ‘right’; before you’re ‘QUALIFIED’ to perform this work.”

Law and Medicine aside; do you REALLY need to jump through all these years of school before you can perform “the job” — any job?

Of course not.

95% of the stuff we “learned” from traditional schooling we never retain ANYWAY.

I know you know this on some level.. but yet, this ingrained “programming” still gets to us and makes us feel like we’re unworthy to doing a job we may already be capable of doing.

Now getting to the second, less obvious reason..


2. Human nature of comparing ourselves to others

When we’re considering of becoming an advice-giver in any field, we look around, we see the big-name celebs and we think we need to be on their level.

If we’re becoming health coach, then we think we need to be Dr.Oz. or some health-guru we see on T.V.

“Surely, if we want to introduce ourselves with the same “title, we need to have the same amount of experience and expertise.. right?”

But the reality is, we’ll never reach their level, because they have a 2.. or even 3 decade head-start.


What all this boils down to..

We feel like we NEED to hold this arbitrary “expert” status and have the “right credentials” because by having this status..

A: Our clients will trust us and believe in our abilities to help them


B: We will believe in OURSELVES that we’re capable of helping them; so we can we can confidently look them in the eye and tell them “I can help you”.

You see.. this is all total. utter. irrational. ineffective.

B.S. Beliefs


This is what you need to know:

Our clients don’t care about our “status” or our “credentials”. Rather, they need to know that we’re CAPABLE of solving their problems.


What do I mean?


When was the last time you asked for a cab driver’s license and certificate of qualification?

You need to get to the airport – FAST. You say to the driver “I need to go to the airport.”

They go “Yeah, okay. We’ll take the I-5 freeway. Takes about 15 minutes.”

They have a car, the meter looks like it’s working fine, they appear to know the way… Okay, let’s go!


When was the last time you asked a food-truck cook for their license for operation?

You’re starving.. and you’re in a hurry to catch the last metro home. You ask “What are you still serving?”

The cook goes “hot dogs”.

The “kitchen” doesn’t look rat-infested, you see hot dogs on the grill, no mold on the hot dog buns… YES, you’ll take the hot dog!


When was the last time you asked the dentist for their license of operation?

Your tooth is KILLING you. You can’t eat, you can’t sleep, you can’t work, you can’t FUNCTION.

You ask the dentist “My tooth is killing me, can you do something about it?”

He tells you “Quit whining, sit, open your mouth, I’ll fix you up in 10 minutes.”

He’s working out of a clinic… not a garage, there’s a set of drills on the counter, the anesthetic needles don’t look recycled… Alright, fix me up doc!


None of these people had to PROVE themselves with their “credentials”.. right?


They demonstrated that they had the solution to your problem, and you were sold!

The point here is this:

Instead of spending your time getting “accredited” by the “right people”, or chasing the arbitrary status of being an ALL KNOWING EXPERT, you want to become a niche problem solver; a person who holds the exact solution to the specific client-problem.

Let the “experts” play their expert role in their category. Remove yourself completely from the category and create your OWN niche-category and be the maven there.

You’re probably saying now..

Wait a minute, but my service is something that sells for much more than $20 or $100 dollars. When the price goes up, people will surely want to see some credentials and proof of expertise from you!

Not true.

Here’s what I mean:


Pretend for a moment that you’re 36 year old software engineer from Texas. You have a problem..

You’re a chronic binge-eater. You’re 40-some-pounds overweight. You look and feel terrible. You know that you have a terrible relationship with food, you want to put an end to your destructive eating habit.

You’ve made countless promises to yourself in the past to quit buying the giant, 18.5 oz part-size Cheetos bags, but after a long, stressful day at work, you lose all motivation.

Your friends tease you about your supposed “love for food”. They poke fun at your weight. They tell you that you need to just cut back on the chips and you’ll be “good to go”, but they don’t understand that it’s not as easy as they think. It goes deeper than that.

You’ve tried to “figure it out” on your own, but whenever you feel bored, or stressed, you somehow find yourself running back to food for comfort.


Let’s say… after an exceptionally bad binge-episode one Saturday night, you decide to start looking for some help.

You flip open your laptop, open up your browser and you type in “binge eating cure” in Google.

You click on the first search query that pops up:


You hit the “back” button and start skimming through the rest of the searches.

Then, this catches your eye:

Binge eating controlled my life | My story

You click through..


Let’s reflect,

On the surface, who appears to be more credible health, fitness and weight-loss “expert”?

Who’s more “qualified” to be giving any advice about health?

Tony. Of course.

He’s been featured on T.V, he’s written books and he’s been certified!

But who are you — the chronic binge-eater — going to be more inclined to want to hire as a coach?

Who would you believe — without much more convincing on the coach’s end — that they have the solution to your problem?

Jonas of course!

Does he need to prove his “expert status”? His credentials?

Of course not. He stated that he’s not an expert.

So why work with him?

Well, you have the problem of binge-eating. You believe that Jonas has the solution to your binge eating problem because of his demonstration of understanding.

Jonas’ credits and “expert status” then becomes an irrelevant topic.

This is the power of positioning yourself as a niche problem-solver.

Bottom line

As coaches, authors or consultants, we need to STOP FOCUSING ON “STATUS”.



Forget about comparing yourself to the biggest, baddest fish in the massive pond. Go find your own pond and become the big fish in your own – smaller, but big-enough pond.

This way, you can confidently say to your ideal clients:

“I understand you.. I can help you… yes you.”

This helps you abolish the crippling, insidious thinking of “I need to be an all knowing expert before I can do X” once and for all.

Join the TIB newsletter mailing list to receive:

• Self promotion hacks for coaches, solopreneurs and consultants• Advanced sales strategies for the “not-a-born-saleperson” type

• 6-figure product launch case-studies

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