The Formula That Eliminates Resistance in Your Marketing (And Your Life)

I wish I'd written this expression:

"Resistance is created through a lack of clarity."

(Credit: Chip & Dan Heath, "Decisive")

It's so simple. And so powerful.

Here's what it means for your marketing:

When people read your email, browse your website, watch your webinar and DON'T take action, it's not because they're lazy or uninterested.

It's because they're unclear.

"What do I do? What happens if...?"

The solution? The Clarity Equation:

WHAT + HOW × WHY² = CLARITY

WHAT = What they're getting (clear target)

HOW = How they're getting it (the path)

WHY² = What they'll AVOID + What they'll GAIN

Here's my challenge:

Think about your current offer, service, or product.

Answer these in the comments:

WHAT are they getting? (Be specific)

HOW will they get it? (What's the process?)

WHY would they want it?

Let's workshop your clarity together.

I'll give feedback on your answers and help you sharpen your message.

Bonus: This formula works for personal goals too. When you have clarity on what you want, how to get it, and why (both directions) you take action.

Who wants to test this? Drop your answers below.

Let's eliminate the resistance in your copy.

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