Without a doubt, the most effective strategy I’ve learned is this: change the messaging, not the offer.
Here’s what I mean.
When you’re trying to attract new leads and customers, start with something tangible and specific.
For example, if I were an agency targeting dental practices, I’d offer something like, “We help you land five $3,000 dental patients a month without spending a cent on ads.”
That’s my offer—the core thing I’m selling.
Here’s where people often go wrong.
They think they need to keep coming up with new offers or products to stay relevant, but that’s not the case.
Stick to your offer and repeat it over and over again.
If someone isn’t interested, they’ll eventually filter themselves out.
But for those who are, that repetition can be the key that finally gets them to say, “Yes, I want that.”
Consistency is crucial.
I just keep repeating the same offer—over and over and over.
But here’s the second part of the strategy: tweak the messaging around the offer, not the offer itself.
For example, if the offer is to help dentists land five $3,000 patients without spending on ads, I’ll present it in different ways.
One day I might say, “I’m helping two dentists land their next five $3,000 patients.”
The next day, I might say, “Here’s a process to help you land five $3,000 dental patients.”
The wording changes, but the offer remains the same.
This approach is, without question, the most powerful marketing tactic I wish I’d learned earlier.
It’s all about sticking to a strong offer and adjusting the messaging to keep it fresh and engaging.
Are you ready to refine your messaging instead of reinventing your offers?
