from George Ten | by George Ten

How do you dominate the fast-food market? You use direct-response. This is a story about a fast-food seller who left dust to all of his competitors… Using the same direct-response trick that we use on most of our best-sellers. And it’s only 2 words: >>> A Thread 🧵 <<<

Here are the two words: Re-framing. (Arguably one word). This story happens in Vienna. Austria. It’s my first day there. Wife and I are walking down their Main Street… And I’m HUNGRY. We keep walking down the street… Looking left and right:

“Best kebap Vienna” “Tastiest pizza in town” “The original falafel” (If you don’t know kebap and falafel - they’re middle-eastern foods). Anyway… We keep walking. And I’m desperate. I’m willing to eat ANYWHERE. But wife keeps telling me they’re not healthy. And she’s right.

Another kebap… Another falafel… I wanna go in but I have resistance. Both from myself and my wife. Until… Magic happens. I finally read a sign that looks different. Like an oasis in the desert. It says “get FREE falafel when you order our hand-made Yemen pita breads.” 🤩

I stopped on the spot. “What?!” Free falafel??? And all I have to do is buy DELICIOUS hand-made pita breads??? Oh my god. YES!!! And apparently… I wasn’t the only one who got excited. There was a line of about 30-35 people… While all other fast foods were empty. Mmm 🤔

How did they do that? How did they make me want to buy something that I didn’t wanna buy? They re-framed the offer. Here’s what it means in normal people language: They did two things: 1. They gave AWAY what everyone else were selling. 2. They added a unique BONUS. Now…

Let’s look at it again: You get FREE falafel… When you buy Yemen pita-bread. Instead they could write “free pita bread when you buy falafel.” Would that work? Nope. Why? Because you get the bread EVERYWHERE when you buy falafel. Makes sense? They flipped the script. Now…

Here’s how you do this online (and how I did this in almost all of my sales pages): You find your biggest 3 competitors… And you give their courses FOR FREE when people buy yours. Sounds crazy? Let me show you an example:

Your competitor is selling “sales page templates”. You’re selling a copywriting course. So… You take his templates (obviously create your own ones and don’t steal)… And give them as a FREE bonus when people buy your course. Now here’s what’s cool about this:

If it’s a strong competitor… Your audience already knows them :) And they know the price of their course or product. So… When you write “X value - yours FREE today”… Your readers BELIEVE YOU. Let me show you another example:

You’re selling FB ads management. How do you compete in such a red market? Practically impossible. So what do you do? You find what’s MORE important (or more painful) for your potential client. In this case? Can you guess what it is?

Here’s the answer: Creatives. So you reframe your offer: FREE Fb ads management when you sign up to our monthly creative package. You get 20 creatives per month… And we manage the ads FOR FREE. So think about this:

Your potential client says: “I get 20 creatives per month (which I need either way) and ALSO get the FB ads management for FREE?” A no-brainer. Isn’t it? Now now… Before I hear all the naysayers… “Yeah but that sounds scammy so no-one would buy”…

You’re right. That’s why you need to make sure to add social proof… if you can. “Want to have the same creatives that Nike has? Sign up to our 20-creatives per month package and get FREE Fb ads management.” Makes sense? Now…

Let’s do something interesting here: Reply what you’re selling below and how you’d reframe it. And if you see a reply like that… Try to help the person reframe it. Let’s make this a discussion thread.

Oh and don’t forget to retweet this thread (by retweeting the first tweet) 👇 t.co/fEfP9ENuB8