So let’s say you’re trying to sell me a fitness product.
If you’re an amateur, you’ll tell me you have a way for me to get in shape. If you’re better, then you have a way for me to lose a few pounds.
But that’s not what I want. I don’t want to get in shape. I want a deeper emotional benefit. I want to go on the beach, take my t-shirt off and all the girls to stare at me, some to even smile. I want their boyfriends to be upset because they’re more interested in me than them. I want to feel validated and special and to have people approach me.
This is my irrational fantasy and if you want to sell me a fitness product, translate your product to this outcome, otherwise, you’ve lost me – because I have no interest in abstract benefits as 12% BFI.
And this is what I want to discuss today – the magnetic message, a very confusing, very complicated concept in marketing that almost everyone I’ve met gets wrong.
About a week ago, I went on vacation to Vietnam. To get there, I took a bus to the airport. I’ve spent about two hours in the airport and three hours on the flight. Once in Vietnam, I’ve spent another two hours in a bus.
Was this what I wanted? No. I wanted to enjoy the vacation in Vietnam, to try new stuff, to meet new people and see new places. I wanted the adventure and the joy.
Yet, I couldn’t have gotten there without flying there. There’s no teleportation machine invented as far as I know.
And so is the deal with your product.
Your prospect doesn’t want your product. He doesn’t want the DVDs, or the downloads. He doesn’t even want the techniques inside. He wants the pot of gold at the end of the rainbow, whatever that may be. He wants the vacation, but not the effort to get there. He hates you and your product because you’re an obstacle between where he is now and where he could be and he’d rather snap his fingers and be done with it.
And this is your magnetic message. It’s the concept you must match what your prospect really wants with what your product delivers in a way that’s emotionally hard hitting and calls to action.
And it’s so damn complicated that I don’t even know how to explain it, but I’ll try.
So, basically, your magnetic message is a statement that appeals to your prospect’s deepest desires and it promises to deliver that outcome fast, easy and in a risk-free manner. It’s like an USP on steroids.
First – define their frustration or pain or suffering where they are now emotionally. This goes back to knowing your customer well and seeing the world through their eyes. It’s not “it sucks to be fat”, it is “I’m tired of never being asked out by a guy” or “I know that I’ll always be the bridesmaid but never the bride because I’m so fucking fat”.
Everything in this message is emotional and deep.
For a business owner it’s not “stop losing money” but rather “I’ve lost money for the last six months and my wife doesn’t know. If she knows we’re broke, I fear that she may take the kids and leave because she didn’t agree with me starting a business to begin with,”.
This part will also be your nightmare story.
Second – define their desired outcome. This is what they want, their irrational fantasy. It’s not achieving 12% BFI but going in a nightclub and having a hot girl pick you up on the dance floor… or buying that new car for your parents in cash.
This will also be your fantasy story.
A very important part here is to be specific. You don’t want to leave it to interpretation. It must be as simple as “do what I say and you’ll get this”. It’s about a specific sum or a specific car he’ll buy or a specific circumstance that will happen for him.
You don’t want to be wishy-washy and throw generalities; you want to paint a clear picture. For all intents and purposes, you want to do this all the time.
Third – the last part is your risk reversal. People don’t want to feel like they’re taking a risk. If there is a risk, they want it to be on your side. Risk is not just money but also looking stupid, wasting time, hassle of trying to get a refund, etc.
So make it so that if they make a mistake by buying your product, you’re the one losing, not them – because they can keep the product for free or they get their double money back or whatever. Frame it in such a manner that if they buy the product and it works, they win – if it doesn’t work – they still win, that there’s no circumstance in which they’ve lost something.
It’s like with Amazon. You get the best price, next day delivery, etc. If it’s not what you want, you get your money back. If you got what you want, you’ve got a great deal. Period.
These are the top three elements of your magnetic message.
Now, it’s important to write it in their language. The idea with the magnetic message is that it joins a conversation that’s already happening. It’s like you read their thoughts and tell them exactly what they need to hear to buy. So you must match their language – their self-talk. You can’t talk as the expert, you need to talk as the customer.
Basically, this means you’ll express everything in your magnetic message through the same words, phrases and words that your prospect is used to hearing. It’s not about being sophisticated or not, it’s about congruence. It’s like your magnetic message is a Lego piece and this piece must match their self talk.
Second – it’s important to get it right. Most people don’t get it right. Most think only at a surface level and find it hard to impossible to relate with customers. The biggest problem I see when I give a free analysis or I do consulting is the disconnect between being an “expert” and the marketplace itself.
The expert sees the world in a very different manner. That’s why he’s an expert. But the customer is far more irrational and has a lot of biases and irrational beliefs and doesn’t have your clarity. And here’s where the disconnect happens – it’s like when going to see a lawyer and he uses this big fancy words and you nod your head but in your mind you’re like “what the fuck is this guy saying”?
Or when you go to a doctor and he’s talking using Latin terms and giving you some complicate explanation and you’re lost. You have no fucking idea what anything means and this leaves you alienated and frustrated.
Well, avoid this. You talk on his language, both in this phase and in the rest of your copy.
Now, your magnetic message can be a tagline or a one paragraph copy or anything else. It’s not a clear part of your copy but rather a construct designed to match your solution with what he wants and where he is now and to make it easy and risk free to enjoy your solution. So don’t think of this so much in terms of a sentence, it’s not a tagline, but rather, as a paradigm.
Your magnetic message can be as simple as Domino’s pizza – Hot, delicious pizza in 30 minutes, or it’s free. Do you see how it works? Hot and delicious is the outcome they want. 30 minutes or it’s free is the risk reversal, in which no matter what happens, they win – they either get hot pizza or cold pizza but which is free.
There is a certain amount of word smithing in writing your magnetic message as finding the perfect message and so. But if you get right the pain they’re in and where they want to be and you translate your product to that outcome (remember – if you’re selling fitness advice, everything we do is getting me to being on the beach and getting stares of admiration and desires from hot girls), you’ll be fine.
Last, try to make your process fast and convenient. Make it as easy as possible for people to order and don’t add obstacles in their path. It’s kind of stupid to have a prospect read a sales copy, decide that he wants your product and then have to complete a 15 minute questionnaire to get the product but I’ve seen it.
The more friction you have, the less you’ll sell because your prospect may do it later, when he has time, something that will never happen.
If you find the magnetic message confusing, you’re not alone. I’m sometimes confused about it too. I don’t even know how to write the proper magnetic message for my thing – because I offer a service and it’s not as easy to offer risk reversal as with a physical product.
But the basic idea is to…
#1 – Understand the pain he’s going through.
#2 – Understand the irrational fantasy he wants to be a part of.
#3 – Translate your product to get that specific, irrational outcome.
#4 – Make it risk free so no matter if it works or not, he wins.
#5 – Make it easy to order and convenient.
Do you have a sales letter that is not converting or are you starting a new project? Send me an email (click here) and I’ll give you a free copy critique. In this
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