Vishen Lakhiani rewrote a Brisbane financial planning firm's ad by shifting from talking about solutions to naming the customer's actual problem: "feeling crabby watching your investments move sideways." The change took one day and generated an extra $900,000 in sales over six months.
Questions this video answers
$90,000
$900,000
10% of the uplift over the next six months
"feeling crabby watching your investments move sideways"
Chapters
I actually made $90,000 in one day just with that one insight. But the way that this happened was that I was running an event and the guy who was in the room next to me, he was taking chairs away from his room and he was hiding the chairs up the back, and we were taking them off him and putting them in our room. And after the event, he asked me, how much did you spend to market this event? And I gave him the budget. And he said, you spent less than us. How come you've got a room of hundreds of people and we've got like a room of dozens of people? And I said, well, let me look at your ad. And he showed me the ad that he had run in the paper, and it said, brisbane's most awarded financial planning firm. If you're interested in a financial planning firm, come along to our financial planning meet and greet session with our financial planners. And I immediately recognized that that is a Solution Aware ad. That is an ad that is particularly focused on anyone who's focused on I want that thing. So I said, if I can rewrite your ad and get a better result, could I get 10% of the uplift in the next six months? So whatever we can increase your sales by, I get 10%. And he said, sure. Like, let's do the deal. So all I did is I put a different headline at the top. And the headline was, feeling crabby watching your investments move sideways. And it had a picture of a little crab holding $10 moving sideways, right? And it said, isn't it frustrating when you've invested all this money and you're not getting a return? And then it said, you should meet Brisbane's most awarded financial planning firm and have a conversation with them. Now, all we did is we went from Solution Aware to Problem Aware and their results just exploded. And in the next six months, they made $900,000 worth of additional sales and they sent me $90,000. And it only took me one day to have a look at their ads, reproduce it, and put a new headline on it. So I just simply moved it from Solution Aware to Problem Awareness.
