founder sabri serbi joins me now in the studio i really look at business as an incredible vehicle to really like make good and make change in the world [Music] for instance this one the clients come to us hey this is what we're doing skeletal bone understanding and injuring people like people that are injured and teaching them pilates first of all that is like the vehicle what is the opportunity right what is it why would someone do a diploma in this stuff where are they right now in their journey as a pilates instructor and where is
it that they want to go and why would they want to go and spend 8 000 on a diploma and all the time and energy and being away from their family and studying and all this stuff like what's that end thing that they want right so that's the like the client will always tell you the thing the widget how it's so great and all of that stuff like we want to know what the opportunity is that we're selling here we want to know exactly what it is that these people want yeah why do they do
it the fact that they want to understand like the skeleton is not is that's not enough right um and then what are their pain points of where they are right now yeah right is it that they're getting multiple complaints is it that they're injuring their students is it their business is stuck and they haven't been able to get ahead whatever it might be yeah right and then positioning the the diploma as the bridge to take them from where they are right now to where they want to go right so you've got something called a unique
mechanism and that has two different parts to it there's a unique mechanism to the problem right what is this unique mechanism to the problem that they're in right they don't have a good understanding of anatomy and the skeletal system and as a result of that like they're unable to to help people in the best ability that they can and it basically results in people um you know dropping off and that is a unique problem that we're bringing attention to that is created by people only having a certificate in in pilates training and not a diploma
then once we've positioned the unique mechanism of the problem then we want to position the unique mechanism to solve that problem right so we agitate the problem and then we say like all of these things exist and you need to say them in a way that's visceral where they actually understand it like it's real not just like in broad brush strokes so these are the problems yeah right it needs to be like really really detailed um an example of that is some copy that i recently wrote which i shall read to you look you're young
maybe you're old and a little birdie told me that you've spent countless of hours online scouring the darkest corners of the internet reading the works of dozens of so-called gurus reading blogs the latest ebooks watching webinars youtube videos doing courses learning about seo meta tags keywords google analytics facebook ads pixels backlinks opt-in pages double opt-in lists email sequences remarketing and copywriting tools for this tools for that files for this and pixels for that and then oh my gosh i discovered another marketing guy who says and so on and so on sigh after all this education
the hours of effort self-sacrifice money invested dedication and tenacity not to mention the never-ending employee issues and never-ending challenges of lice this causes you this is causes your head to be so full of mush that you feel like there are only a few options to give up throw up cry chuck your macbook out the window and scream right so that like that very vividly explains that i understand all the challenges that this market is facing and that's me agitating the problem they're like and then the next line of copy is but what if there is
a better way right and then i go in to the unique like mechanism of the solution to that nightmare yeah so it's the same thing with this we need to understand what is it that they are doing like is it the never-ending injuries and complaints and whatever it might be we need to really say that so they're like ah damn like he's kicking my bruise knee like they really understand what it is and then we present the solution which is to do the diploma right so it's like it's about the opportunity it's not about the
actual six weeks program with 35 modules and no one cares about that and and then once you've got those things then it becomes quite simple yeah you just weave that in through the copy yeah that's what i call the raw materials like you need to go and get those raw materials and what most marketers do right and most copywriters do they think it's about the finessing of the words that makes people buy right it's not how you say it it's what you say i could just say all of this stuff in a very simple way
but as long as i'm saying the right thing it will be way more effective than somebody that's saying the wrong thing in a really good way yeah yeah but everyone just obsesses over the words and the hypey headlines and this and like that doesn't matter if you don't know what to say so the biggest part of your job is finding out what to say if you enjoyed this video please like and subscribe we're dropping a video like this almost every single day on youtube and if you've got any questions leave them in the comments box
below with hey sudbury and i'll do my best to get in there and get that answered [Music] you
