My EDE Framework for getting people to buy stuff

Expose.

Differentiate.

Explain.

That’s what we’re here to talk about today.

This is my EDE framework which I use in all of the copy I write for my clients, 1:1 and group coaching members.

And it’s what’s allowed me to generate well over $25k in revenue for the people I’ve worked with in just a couple months in the space.

So let’s dive into how this works and how you can start using it when you write your own offers.

I’m going to use a ghostwriting offer as an example to illustrate the framework, but the same principles apply to whatever you’re offering.

1) Stage 1: Expose

Your offer needs to stand out.

It needs to be different to everyone else’s.

And the best way to do that (at least as far as I’ve found) is to start out by highlighting what everyone else in your space does wrong.

Exposing their weaknesses.

Drawing attention to their flaws.

Setting the scene for why they need YOU to come in and save the day.

Here’s how this looks:

“Most ghostwriters have no idea how to build a brand.

They spam out tweet after tweet.

They slap together long form after long form and thread after thread.

They play the volume game and desperately hope if they simply put out enough content then you’ll finally gain some traction with their brand.

But that’s where they fuck up.

Because they’ve completely missed out on the one thing that actually makes your brand unique: you.

Your personality.

Your way of doing things.

Your unique vibe.

They can’t capture the essence of you in their writing and, as a result, the content your brand puts out never gets the recognition it deserves (maybe you’ve even experienced this with ghostwriters you’ve worked with in the past).”

See how that works?

See how I’m slowly incepting the idea in their minds that all other ghostwriters are shite and then perfectly setting the stage for me (well, more accurately, my client - I’m not a ghostwriter) to come in and save the day.

Which brings us to stage 2 of the copy.

2) Stage 2: Differentiate

Fortunately, this part is very quick.

And all you need is a big “But” (and maybe a big butt too if that’s what you’re into…)

“But I do things a bit differently.”

This instantly creates a sense of intrigue in their mind as to how your process is unique from all the other ghostwriters out there (or whatever your particular offer is).

And that leads us perfectly into the final stage of the copy:

3) Stage 3: Explain

Now it’s time for you to sell yourself.

You’ve exposed everyone else as being sub-par.

You’ve set the stage for you to come in as the saviour.

And you’re now ready to explain exactly what that looks like.

Here’s an example of what you might write for this:

“As soon as I start working with a client I instantly immerse myself in their brand.

I consume your content like a madman.

I study the brand image you’re trying to cultivate.

I hop on calls with you and do a deep dive into your brand vision and who you want to become.

All with one goal: becoming completely aligned with you, your brand and your unique vibe so that I can write content that’s completely indistinguishable from your own and so that, together, we can get people hooked on (y)our every word.

This is my Immersive Content Approach and here is how it works from a logistical perspective…”

And then you lead people into how your program/offer works from a practical perspective.

(Side note: naming your system something appealing like I’ve done here instantly increases perceived value) 

But can you see how this works step-by-step?

We need to first alienate everyone else to open the stage for us to step in.

We need a powerful “But” to show we aren’t like the others.

And then, and only then, can we step in to show ourselves as the knight in shining armour and present ourselves as the unique snowflake that’s here to save the day.

Of course - you need to actually follow through on all of this stuff.

I’m absolutely not advocating you whip together a load of amazing copy, get a client and then deliver them the same mediocre shit you slandered at the start of your copy.

But if you truly have an exceptional service.

If you truly believe in the value behind your offer.

Then this is the most effective framework I’ve ever come across for presenting this when you hand people your offer.

This is my EDE framework.

And I hope it serves you well too.

Talk soon,

Harry

PS. There’s a lot more that goes into getting people to say yes to your offer than just this EDE framework.

There’s also:

• Figuring out what to offer in the first place

• Writing content that makes your offer stand out to people

• Getting your offer in front of the right people

• Compelling risk reversals to get around your lack of past results

• Stacking value in the right way to make your offer appear 10x more valuable without changing the offer itself

• Tailoring your offer to each prospects’ specific needs

• Including CTA’s which actually spark people to take action

And a bunch of other stuff that, if you don’t understand, will make it almost impossible for someone to pay you a high fee ($1,000+) for your service.

Fortunately, the live workshop I’m hosting this month will help you to do exactly that.

You’ll be getting quite literally everything you need to build a 4-figure brand in the next 30 days.

• Offers people can’t say no to.

• How to make your brand stand out.

• Content that attracts buyers.

Want a 4-figure brand in the next 30 days?

Reply “Workshop” to this email and I’ll send you the full details.