This was something I went through with a coaching client with a few years back.

We implemented this switch and turned a generic, forgettable piece of content into something that started attracting high-intent leads from the same traffic source.

Hell, I've even used this myself to craft content that brings in 5-figure deals.

And it goes against a common marketing belief.

The shift?

Switch your copy from focusing on the customer to focusing on the creator.

Here's what I mean.

Most sales pages force the idea of focusing on the customer and aligning your offer with their desires.

The easiest way is to - apparently - bash them over the head with it by using "you" at every opportunity.

The end result is copy that reads like this...

• "How you can grow your biz"
• "How you can lose weight"
• "How you can achieve [thing]"

It aligns with their wants cause customers are thinking of themselves, right?

But it lacks punch.

It lacks impact.

Anyone can write this stuff.

I could go and read Ogilvy on Advertising, rehash the content, and craft a tonne of posts about "how to write better copy".

So, the switch.

The switch is to look at what you've achieved, and use that in your copy instead.

For example, some of the angles that have done better for me include things like...

• How I generated $4069 in 10 days selling a $1 product
• How I reactivated a dead email list and ade $14k in 2 weeks
• How this freelancer landed $10,587 of work by sending 102 cold emails

These have all been consistent blockbuster pieces of content for me.

And they don't force the "you" element into the copy and messaging.

Why do they work so well?

Cause they're harder to replicate and fake.

They don't come from theory, or rehashing existing thoughts. They come from actual real-world experience.

And that's worth something.

Your customer ain't stupid, they can connect the dots between the system you used and how it applies to their business.

By showing you actually have the experience, you'll attract people who are actually interested in implementing the same thing in their business.

If you want help doing this, check out the links below and let me know how I can help.

Pete "showing expertise" Boyle