The REAL reason they aren't buying

The Creator’s Academy
Monday, 8th April 2024
Read the online version here.

If no-one’s “biting” on your offer right now, it's because you're messing up this ONE key component.

It’s a mistake I see far too often.

It’s a mistake which 9-Figure marketer Dan “Magnetic” Kennedy has understood for 30+ years.

And it’s a mistake which, until I fixed it in my own offers, had me sniffing my armpits wondering if I'd been sold a dud Lynx deodorant can or something.

Now, to help you understand this “offer killer”, I need to re-wind the clock to early November last year.

Winding back the clock…

At this time, I was still working a 9-5.

More specifically, I was working as a software developer at a hedge fund.

Which probably sounds great, right?

Amazing pay.

Plenty of perks.

Access to cool, state-of-the-art software.

And sure, I got all of that stuff.

But there was just one problem:

I fucking hated it.

I hated my morning commute.

I hated being told what to do all day by a boss who had about as much joy for life as Emperor Palpatine from Star Wars.

But, most of all, I hated spending 8+ hours of MY day feeling like I was building someone else’s future and not my own.

And that’s why every night, as soon as 10PM rolled around and I knew it was time to trot myself off to bed, I found myself glued to my sofa.

I was knackered.

I knew I needed to get some shut eye.

But I couldn’t get off the couch.

I’d sit there, glued to my phone, getting sucked further and further down the wormhole of TikTok videos, Instagram reels and YouTube videos, desperately putting off sleep until I realised if I didn’t go to bed now I’d spend the entirety of tomorrow walking round feeling like a stale sandwich crust.

Not because I wasn’t tired.

Not because I wanted to sit up watching shitty videos of dudes frisbeeing cheeseburgers into their dog’s yappers til well past midnight.

But because I knew as soon as I closed my eyes I’d be greeted by my alarm telling me to put on a suit, spend half an hour on a packed London tube getting smushed like that sandwich you’ve left in the bottom of your bag and listening to the most miserable git in the entire world drone on and on while I sat there, fantasizing about toe punting him off the side of a bridge like that dog in Anchorman (“Baxterrrrrrrrrrrr!!!!!!!!”) 

I stayed up because I didn’t want to get up.

And then one day, everything changed.

The light at the end of the tunnel

I was sat there at my desk, systematically working my way through the entirety of YouTube while pretending to do my work (never did get that “Employee of the month” award…), and that’s when I stumbled upon someone…

A man you all know.

A man whose YouTube videos you’ve all watched too.

A man that’s probably why you’re sat here reading this email today too:

Dan Koe.

And what was he offering?

On the surface, he was offering a writing course.

A way to write content in under 2 hours a day.

A quick and systematic approach to grow on social media and turn that into a business.

But that wasn’t really what he was offering.

Dan was offering something much deeper than that.

Dan was offering purpose.

Meaningful work.

A life where you didn't feel the need to stay up at night because you dreaded the next day.

And you know what I did about 5 days after finding Dan (and devouring far more of his YouTube videos than I’m proud to admit)?

I bought his 2 Hour Writer course.

I invested in myself.

I became a BUYER.

And a few months back when no-one was biting on my own offers, I realised that's what I was doing wrong.

I needed to focus not on surface level inconveniences.

Not on “nice to haves”.

Not on little irritations that pissed people off throughout the day.

But on giving people a reason to put their phone down at night, pry themselves off the sofa and bury themselves in the sheets because they're actually excited about what the next day has in store.

Because that is what makes people buy like crazy.

And that is what you need to do with YOUR offer.

The “clingy couch problem”

Put yourself in your audience's shoes.

Get inside their mind and ask yourself:

What are they putting off?

What’s eating them up inside?

What are they dreading about the following day that forces them down the TikTok, Instagram reels and YouTube rabbit hole every time 10PM rolls around?

9-Figure marketer Dan Kennedy calls this the “3AM Problem”:

The problem that keeps your readers up all night, tossing and turning in the sheets, unable to switch off and desperate for someone to come along, wave a magic wand and make it all go away.

And while this definitely has a certain “ring” to it, I don’t think many people actually end up tossing and turning in the sheets til 3AM.

Instead, I think what most people suffer with is the problem I’ve just described.

Procrastinating on the next day.

Dreading their morning alarm.

Gluing themselves to the sofa and putting off bed because they know what tomorrow has in store.

It’s not that they can’t sleep.

It’s that they don’t want to sleep.

It’s not the 3AM problem.

It’s the “clingy couch problem”.

Focus on that.

Focus on what’s making them dread the next day.

Focus on what’s keeping them glued to their phone when 10PM rolls around every night.

And then position your offer as the light at the end of the tunnel that’s going to make them leap out of bed in the morning rather than lying there like a leftover kebab you bought from the chicken shop at 4AM on a Saturday night.

That’s what will make your offer pop.

That’s what will make their eyes light up.

And that’s what will have them whipping out their credit cards faster than Burt Lancaster at the OK Corral.

Talk soon,

Harry

PS. Struggling to write your offer right now?

Reply to this email with “Offer” and I’ll give you some quick, actionable advice to start landing clients TODAY.