"Don't sell the cure, describe the ache. People only listen to the cure when they feel you truly understand their pain." 

Hey ,

So far we've shared about two foundational shifts:

First, ditch obligation in favor of your "OMG Yes."

Second stop chasing "Better"...

And strategically choose to be "Different".

This is where most people get stuck.

They know they're different...

But they don't know how to show it.

So they fall back on "expert speak."

They talk in abstract high level terms about the problems they solve:

"I help entrepreneurs overcome their limiting beliefs."

"My system fixes your inconsistent lead generation."

"We help you scale your business to the next level."

This language is logical...

But it's completely sterile.

It talks at people not to them.

It describes a problem from 30,000 feet...

But no one lives their life at 30,000 feet...

Unless by some chance your name happens to be Harvey Specter...

We live in the messy day to day details.

If you want to create an instant....

Deep connection with your ideal clients...

You have to stop describing the problem and start describing the symptoms.

I call this the "Surface Signal" Method.

Instead of talking about the high level issue...

You articulate the specific..

Everyday evidence that proves the issue exists.

You enter the conversation that is already happening in their head.

Let me show you the difference:

Expert speak: "You're struggling to make sales."

Surface Signal: "You just ended another call with a 'let me think about it,' and you know you'll never hear from them again."

Expert speak: "Your diet and fitness are inconsistent."

Surface Signal: "You found yourself standing in the kitchen at 11 PM stuffing your face the exact snack you swore off that morning."

Expert speak: "You don't have enough clients."

Surface Signal: "You just opened your calendar for next week and the empty white space is staring back at you."

When you use "Surface Signals"...

Your reader doesn't just understand you...

They feel seen.

They whisper to themselves, "Wow, how did they know?"

That's a connection no competitor can break.

This works for the positive outcomes too.

Instead of promising "success"

Describe the "Dream Signal":

"You'll wake up on Monday morning, open your calendar, and smile when you see it's already filled with calls from your ideal, prequalified clients."

Here's what I want you to do today.

Think of the big problem you solve.

Now, write down three "Surface Signals"...

The small, everyday frustrations that prove that problem is real for your client.

Once you have this powerful language...

The question is where do you put it?

How do you build a simple path that guides people from reading your words to becoming a client...

Without feeling pushy or weird?

That's exactly what we're covering tomorrow.

This is The Certain Way.

Get out of your own way.

CTM