The 2-step dance that saves your sales ... [🐝U]

You’re lazy
I’m lazy

Us humans, we’re all lazy

We want things … money, looks, success
We just prefer to get them in the easiest / fastest / simplest way possible

& if we can do nothing?

Even better!

That’s why lotteries & liposuction sell.

We’re always looking for the easy button

Here’s the kicker:
Your prospects are just like you

They want the results.
& they want to do as little as possible to get them.

If your copy makes them feel like they’ll have to work for the thing they’re paying for, they’ll bail faster than a gym membership in February.

There’s a hidden workload in your words.

When it’s all “you…you…you” that’s great for empathy & ego
But it’s brutal for motivation & workloads.

Because every “you create / build / develop / etc” makes them an employee in their own transformation.

No one applies for a job they have to pay to do!

They see themselves sweating, grinding, staying up late.
& suddenly they’re running away instead of leaning in

Yes … people are complicated … & lazy

So here’s a “lazy” hack to fix the prospect’s feelings …

Add. The. “S”

The solution … “plural verbs”

The “S” is - in my opinion - the most powerful letter in the alphabet

Why?
Because it subtly shifts the workload away from your client & onto your offer

There’s a lot of psychology tied to this powerful linguistic trick that’s tied to Cognitive Load Perception & Agency Framing

Blah blah blah…

Bottom line is:
Singular verbs put the work on them:
→ You create
→ You develop

But add an S & use the plural verbs on your product or service …
→ “it” creates
→ “it” develops

Suddenly, everything seems less daunting …
The work feels lighter & more “doable”

1 letter makes things less like a chore they’re paying for
& more like a result they’re investing in

The burden’s on the “thing” instead of them.

This 2-step dance saves your sale:
Step 1: Add an S to the verb
Step 2: Let the “thing” (not your prospect) do the work

Here’s some super-powered plural verb swaps you can use for your offer so it can do the “heavy-lifting” for your clients

Marketing (content, social media, email, campaigns, etc)

“IT” ___S vs you ___

it builds campaigns vs you build campaigns
__ creates content
__ writes posts
__ automates follow-ups
__ organizes assets
__ tracks metrics
__ optimizes ads
__ tests headlines

Coaching (business, wellness, life)

“IT” ___S vs you ___

it builds habits vs you build habits
__ tracks wins
__ maps milestones
__ encourages growth
__ aligns actions
__ develops skills

Consulting (strategy, planning, problem-solving)

“IT” ___S vs you ___

it develops strategies vs you develop strategies
__ creates plans
__ organizes priorities
__ identifies gaps
__ researches options
__ updates systems
__ troubleshoots problems

Your turn…

Now that you know, it changes how you look at things.

These 2 landing pages create different feelings

One leaves you feeling alone with a lot of work (& options)
The other creates a sense of belonging (& still having to do the work)

How would you change things so the offer does the work instead of them?

How is the “S” changing the messaging to your prospects?

That’s the Super-power of the S added to a verb describing your products & services

& when it works with the other customer-centric tips, it’s easier on your & your clients.

Get more marketing help from these other free newsletters I’m subscribed to (because I don’t know-it-all)
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Make it a great “plural-verbed“ week!
EG

PS:

Super-Fun S-related Facts…
→ There’s an S-shield tattoo on my body
→ Superman saved me from doing a faceplant off a set of stairs … literally!
→ I spent the better part of a year traveling (& shooting) Supergirl’s sister (& her husband) on stage singing in between filming a TV series

PPPS:
📣 Tell me what you want to read about … here
🔗 Connect with me on LinkedIn … here

📈 Want to talk about making your thing do all the heavy-lifting for your clients?
Find a time that fits your schedule.