Apr 3 • 🔥 Community Value
nobody taught you this and that's why your CTAs keep flopping...
hey fellow buddies,
Just like last time i m back with some new value and i think beginners really need this.
feels like a cheat code to me btw.
Anyways, so today i was just scrolling through the community (which i usually don't)
and i saw someone asking for help saying their CTAs are not converting and they needed help.
and honestly, as i expected, the comments were the usual stuff:
"add urgency"
"tell them what happens if they don't buy"
"be more specific"
like look i'm not saying those are wrong.
For SOME people, that works.
But the guy asking already probably saw the same advice on three different YouTube videos before posting here.
So today i'm going to give you something different.
Something that actually works at a level most people here haven't touched yet.
i call it Apples to Oranges.(and it's the origional name btw)
and before you say you've heard this name somewhere, yeah Alex Hormozi talks about it too.
and before him, Claude Hopkins, one of the original godfathers of advertising, was doing the same thing back when he was writing copy that literally moved products from unknown to number one in their market.
So it's not some YouTube guru stuff.
A man who got paid the equivalent of millions a year just to write ads in the 1900s.
So what is it.
most people when they write a CTA or frame their offer, they compare their product to a similar product.
which is basically APPLES to APPLES.
"our supplements have XYZ and the other brands don't"
"we're better than competitor A because of this"
and the reader's brain goes... okay so which brand do i pick?.
now i have to research and compare and think.
you just created work for them!
or even worse, people throw in fake urgency:
"only 25 spots!"
"window is closing!"
"you'll never see this price again!"
and the reader has seen that line 47 times this week and they just scroll past it.
so here's what Apples to Oranges actually means.
instead of comparing your product to a similar product, you compare it to something completely different.
something from a totally different category.
something the human brain can't put in the same box.
why does this work?
because the human brain processes value through comparison.
it can't understand what something is worth in a vacuum.
it needs a reference point.
when you give it a reference from a completely different category, it can't rationalize its way out of the value. it just feels it.
so here's how it looks in real life across different niches:
Example for Fitness niche (advanced example)
normal way: "Our 12-week program will get you in shape faster than the gym"
apples to oranges way:
"you spend $180 a month at a gym you go to twice a week, $60 on protein powder you half finish, and $40 on YouTube premium so you can watch workout videos without ads.
That's $280 a month for results you're not seeing.
This program is just for $97.
one time payment. no monthly anything.
and it tells you exactly what to eat and what to lift on every single day.
so you don't waste your time wondering what to do."
See what happened there?
i didn't compare it to another fitness program.
i compared it to the scattered spending they're already doing.
Now the math does the selling.
ECOMMERCE NICHE
normal way: "our product is high quality and ships fast"
apples to oranges way:
"people spend $8 on a coffee they forget about by lunch.
this is $27 and you'll use it every morning for the next two years.
that's less than a cent a day for something that's actually in your life."
now the reader isn't comparing your product to Amazon.
they're comparing it to a cup of coffee they buy without thinking twice. you just won.
BEAUTY NICHE
normal way: "our serum reduces fine lines in 30 days"
apples to oranges way:
"the average woman spends $300 on a single facial.
sits there for 2 hours.
Deals with redness for days.
and the results? gone in 2 weeks.
This is $49.
You apply it in 30 seconds before bed.
without any redness and itching
and you wake up every single morning with that same post-facial skin.
you didn't compare it to another serum.
you compared it to a service and the time.
completely different category.
and now their brain goes... wait that actually makes more sense.
SUPPLEMENT NICHE
normal way: "our vitamins are better absorbed than competitors"
apples to oranges way:
"most people trying to lose weight are spending $6 every morning on a green juice that's basically liquid sugar with a healthy label on it.
$5 a day on diet soda that messes with your insulin more than regular soda.
and $12 on those 'low calorie' snack bars that somehow still keep the weight on.
That's $23 every single day.
On things that feel healthy but do nothing for your fat.
This supplement is $59 for the whole month.
That's just $2 a day.
ONE capsule everyday.
That actually targets your metabolism." (you can make it better by adding more stuff)
completely different category. brain can't compare. brain just accepts the value.
THE FORMULA
every time, it goes like this:
find something they're already spending money or time on in a completely different category.
calculate what that costs them.
show them that your thing costs less, lasts longer, or does more.
never compare to a competitor.
always compare to something unexpected.
[their current spending on something unrelated] vs [your offer]
= your offer wins without you saying anything aggressive
now before someone comments "that sounds weird comparing a serum to a facial appointment" — yes.
it sounds a little unexpected at first.
That's literally why it works.
the unexpected comparison is what stops the scroll.
the brain goes "wait, what?" and then reads.
Claude Hopkins built entire campaigns around this.
he took a beer brand (Schlitz) that was sitting in 5th place in the market and turned them into no#1.
not by saying they were better than other beers.
by explaining the brewing process in a way that no other brand had bothered to communicate.
he changed the comparison category entirely.
suddenly people weren't comparing beer to beer.
they were comparing Schlitz's story to silence from everyone else.
Alex Hormozi does the same.
he doesn't just say his courses are better.
he compares the price of his offer to what you'd lose by not fixing the problem.
completely different category.
the cost of inaction vs the cost of the product.
And the brain melts.
so next time before you post your email asking "is my CTA good" — ask yourself:
what am i actually comparing my offer to?
am i comparing apples to apples and making the reader work?
or am i giving them a completely different frame that does the selling before i even have to ask?
because the best CTAs don't feel like CTAs.
they feel like obvious conclusions.
Also if you read till here, drop a like.
REALLY.
it takes real effort to keeps me posting stuff like this.
if this was easy to find, you'd have seen it on YouTube already.
but the real stuff doesn't get posted. it gets kept.
so yeah. like the post. let me keep sharing
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1 comment
nobody taught you this and that's why your CTAs keep flopping...
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