Aug '25 • General Discussion 💬
The hidden tax costing you clients.
(simple fix)
I hopped on a call with an AI founder last Thursday who was struggling to get bookings and clients.
The value proposition of his AI service was great, but I spotted the issue straight away:
→ His messaging was quietly shaming his prospects.
(He didn’t mean to of course or even realise he was doing it)
But if your messaging entails that your prospects are:
• Disorganized, wasting time, or behind on AI…
You’re associating the problem with their identity.
And the closer the pain is to their identity, the harder it is to convert them.
But if you make the problem EXTERNAL, you dissociate the problem from them.
Taking the blame off them makes your service 10x more desirable.
Put the blame on:
• The systems they have, because they can’t keep up with their workload
• The industry's fast pace being overwhelming
Because when you separate the problem from the person, you remove the emotional tax of saying yes.
Your prospects are already stressed and overwhelmed.
Make the problem external - not internal.
That’s how you earn their trust and make it easy for them to say yes.
__
I hope this helps,
Dan 🤝
8
13 comments
The hidden tax costing you clients.
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