If it doesn’t make sense to you: it’s a grammatically correct English phrase that even means something (check it out on Wikipedia).
But it takes a lot of effort for the client to understand why they would need to buy that stuff. Here’s the framework I teach entrepreneurs and consultants who sell a complex product via an introductory or diagnostic call.
After the call, send a follow-up that consists of the following parts: 1. Thanks for the call 2. Situation 3. Problem 4. Quantified loss 5. Solution 6. Value 7. Quantified gains 8. Alternatives 9. Price and conditions 10. Next steps and call to action
1. Thanks for the call “Thanks for the call. Below are my notes from it. Could you please confirm that I’ve got it right?“ If they confirm, they actually commit to the next steps and call to action below. If something is wrong, you’ll know about it and be able to work it out.
2. Situation Describe the situation in the client’s business.
3. Problem The problem you found and want to help them fix.
4. Quantified loss It's the key part. What exactly are they losing due to this problem? Can you measure it? Is it money? How much? Is it worth fixing?
5. Solution Your method and how it will work in their particular case. This part better contain an insight for them. Something they didn’t realise before meeting you. Something you opened their eyes to.
6. Value What will they get from it? Important: the removal of the problem is not enough. What happens next, when the problem is gone? What will their future look like? Why is it valuable to them?
7. Quantified gains And again, not only words, but numbers. Preferably, in dollars or your other favorite currency. You'll need it in part 9 to justify the price.
8. Alternatives What alternative ways of solving the problem does the client have? Why is your way better for them?
9. Price and conditions Now it’s time to talk about money. Hold your breath and type in or say this number you’re so afraid to spell out. If you've done the previous steps right, it shouldn't even be that hard now.
10. Next steps and call to action What they do next, what you do next. What should they do right now to close the deal and move forward.
This framework is not about copywriting. I’m not a copywriting expert. I even think a copywriting expert would want to improve it. But here’s what’s important about it. This framework helps you check on yourself: — Did you really find out what your client needs? — Do they really have a problem worth solving? — Is your solution really the best for them? — Did you agree on what’s next?
Completing this structure, you’ll see gaps you’ve left during the conversation with your client. Get back, clarify the things you’ve left out, and craft a really good offer. And that’s when buffalo from the city of Buffalo stop harassing other buffalo from that famous city.