How to exploit the placebo effect as a coach, consultant, or course creator
Jim Hamilton
March 15, 2024
Your thoughts dictate your reality.
For better or worse.
Want proof?
Look no further than the placebo effect.
Decades of studies have shown that our expectation about what a thing will do…
Can change what it actually does.
Even in the case of something that’s totally inert like a saline solution or sugar pill.
Case in point:
Andrew Huberman recently did a podcast on this very topic…
And shared this interesting tidbit:
When subjects are given a placebo presented as a Brand Name™ drug…
The placebo has a stronger effect vs those with a generic name.
(Explained here if you want it from the horse’s mouth).
But two capitalized letters + a trademark symbol.
That’s all it takes to modify a person’s expectations.
Surprised?
I wasn’t.
This is something savvy marketers figured out long ago.
Branding your unique method or approach is not only key for standing out in crowded markets…
It also gives prospects hope.
Because it simultaneously explains:
- Why they’ve failed in the past
- Why they’ll succeed this time
And this can lead to more buy-in from clients, more effort in implementation, and ultimately, better results.
For example:
I’m working on a new lead magnet called Inbound Client Flywheel.
This lays out the entire step-by-step system I’m using to attract & sign high-ticket clients without doing cold outreach.
Now, most of what’s in there I didn’t invent.
However, I’m taking things my audience is already familiar with (such as opt-in pages, email newsletters, high-ticket offers, etc) and reorganizing them in a unique way.
And that’s going to install a stronger expectation of success.
If you’re a coach, consultant, or course creator…
You should be doing the exact same thing.
On that note:
If you need help with this, then book a 1:1 copywriting audit with me below.
I’ll x-ray your entire funnel from end-to-end…
And while I won’t ask you to turn your head and cough…
I will give you an Actionable Plan™ with Specific Copy Changes™ to boost conversions.
Including genuine ways to brand your unique mechanism if you don’t have one ;)
More information can be found here:
Jim Hamilton
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