David Molina says replace vague words like "best" or "amazing" with concrete numbers. Instead of promising "the best leads," say "one lead a day." Numbers make offers clear, credible, and different from what competitors claim.
One big thing you want to be careful on making offers is use numbers, not adjectives. We're going to transform your store. We're going to reach the best fitness level you've ever reached and feel amazing. Like, it doesn't mean anything to the reader. So when you use numbers, not adjectives, you make things tangible and you set yourself apart from the guys that are too lazy to put a number on it. So use numbers on this. Yeah, that's a big one. And sometimes I catch myself, I'm like, we're going to get the best leads with whale bait. I'm like, no, one lead a day, right? Like, make it tangible.
