How a one-line story made me buy a coaching program!

Which bit of your messaging is going to make someone want to buy your product or service?

Which bit is going to have your ideal client saying “yes please”?

It’s the bit that makes them feel something. It’s the bit that triggers an emotion.

Most buying decisions start with a feeling, right?

Take me for example.

I had absolutely no intention of joining any coaching programs for at least another 6 months!

So, when I started getting emails about a new coaching program, from someone in my industry I already followed, and an invitation to watch a video about it, I resisted.

In fact, I pledged not to read them.

But, the headlines of his emails kept catching my eye.

And the short bit of copy that appeared at the top of his Facebook ads (which magically started appearing in my feed!) kept grabbing my attention.


Because they spoke to a feeling I knew very, very well.

So, I relented. I read the emails. I watched the video.

Funny thing is now, thinking back, I don’t remember anything he said in his marketing about the course, or how it works, or what the modules were.

All I remember is one thing he said.

A short, one-sentence story he told that resonated with me so powerfully – because it tapped into two feelings I experience on an almost daily basis:

  1. Guilt – that I don’t spend enough time with my kids. That I’m not being a good mum because sometimes I need to lock myself away in my office and work, and take calls, when they’re at home.
  2. Anxiety – that maybe my next client won’t like my work. Maybe they’ll hate it! It’s never happened – but that doesn’t stop me worrying about it. Every. Single. Time.

And he tapped into both those feelings when he talked about how, as a copywriter, he used to feel guilty when he’d be with his kids but he wasn’t really ‘present’, because his head was somewhere else, feeling anxious about a project he was working on for a client.

That was it!

That was the feeling I knew so well.

He knew it too. He’d been there. He got it.

And, that meant he’d get me. He’d understand where I’m at. He’d know what was holding me back and what I needed to do to be more of the person I wanted to be, at work and at home.

So, what did I do?

I signed up for his program. Full of hope!

And, you know what – I’m so glad I did, because it delivered everything it promised to.

But my point is this.

Stop focusing on the features and benefits of your product or service and start asking questions like:

  • How is my customer feeling?
  • What’s on their mind?
  • What’s worrying them?
  • What’s holding them back?

When the story you’re telling matches the one in their head, you’ll likely trigger a powerful feeling.

And most buying decisions start right there.

Not sure how to create a message that connects with your ideal client?

As a certified StoryBrand Guide, I can help you with one of the hardest things in marketing to get right – how to talk about what you do in a way that ensures your customer listens. To find out how, BOOK A CALL or drop me an email to