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â â â â â â â â â â â  â â â â â â â â â â â â â  â â â â â â â â â â â â â  My husband has this thing about pillows. For some time now, heâs been bringing home new pillows every few months. Always a set of two since he knows thereâs a high likelihood it will magically end up on my side of the bed. I still gaze longingly at his Silvon pillowcase, which is apparently "woven with pure silver" and boasts of being "antimicrobial, ultra-soft, and hypoallergenic." I can only attest to its ultra-softness. A few months back, he bought us a set of water pillows. They have a plastic water bladder inside, and you can play with your pillowâs firmness by adjusting the amount of water inside. When my husband filled his with shungite-infused water, I obviously had to do the same. (God, some people will fall for anything 😳) Honestly, my neck is tired of trying and failing at finding the perfect pillow. Iâm this close to giving up pillows altogether and yet still clinging to the hope that the next pillow will be "the one." I know a lot of people feel that way about online courses, and buy course after course, waiting for the one that will change everything. Although this wasnât true for me, Iâm aware itâs a very real problem in the industry. Especially since so much marketing copy claims that the real problem is that you, as the consumer, chose the wrong teacher or the wrong program. Copywriters love to play it fast and loose with the word "finally." >> Finally, a way to find clients without the headache of creating free content >> The course that teaches you how to release your money blocks...finally! >>The problem isnât seasonal allergies; itâs your pillow! Buy this silver-threaded, crystal-embedded pillowcase, and youâll finally be able to get a good nightâs sleep!
Can we just delete that word already? The successes (and failures) Iâve had in my business are the cumulative result of ALL of the programs Iâve taken, the coaches Iâve hired, the team Iâve worked with, the masterminds Iâve joined⦠...all of it. We will probably never find the perfect pillow. Because there is no perfect pillow. There is only the pillow that works for me today, right now, which, incidentally, is a pillow I often share with my 3-year-old son. Tomorrow, I may have to look for something else. I think itâs time we retire some of this "finally" type of messaging and stop pretending any problem can be solved "forever." Thatâs not how life works. Thatâs not how people work. Even knowing that, Iâd be willing to bet there are more pillows in my future. We still keep looking because weâre human, and we keep hoping. Itâs one of the things that makes humans amazing: we keep on believing in miracles, even after all the miracle solutions fail us. Which is kinda beautiful if you think about it. So I guess the real trick as a marketer is seeing those beautiful humans who never stop hoping for a miracle, believing right along with them, while also resisting the urge to take advantage of that belief. That takes self-awareness, and it also takes self-RESTRAINT. It means you know those magic words that you can just whisper in your customerâs ear and make them buy⦠...but you choose to show up with a more honest message instead. Thatâs my work. Itâs at the core of what I teach, and Iâm working on getting better at it myself. But itâs a process. Itâs very easy to fall back into the way things are typically done, to pepper my copy with forevers and finallys, as Iâve always done. Luckily, I have an engaged, highly vocal audience who will always tell me when Iâve slipped up. 😉 But what can I do except my best, as I know youâre doing also. Till next time,
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EDM Keywords (112)
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