Marketers have a handy concept:
The Golden Thread.
I learned this from the American Writers and Artists Institute (AWAI), who teach it and talk about the Golden Thread often.
It’s a common idea that runs through a piece of copy (like a sales letter). The heading, the proof, the rhetoric, the testimonials, even things like the “order now” button and terms & conditions all refer to it.
By constantly plucking at this string, the note builds and builds as the prospect reads through it.
Let’s say you’re a sports psychologist and you offer a program that boosts someone’s strength a lot through the power of the mind.
You cover everything from correcting common technical mistakes to harnessing the power of positive psychology.
Your theme – your Golden Thread – might be it helps unlock someone’s potential. You take them to a level of performance they’d never reach on their own, no matter how many weights they lift or kettlebells they swing.
The title references it.
So does the opening story.
And so does every bullet, subheading, picture, testimonial…
Write this way and your sales letter works on two levels:
Someone can glance at it and immediately see what it’s about. If they’re not interested then they never would have bought from you anyway. If they are interested, any of these elements sucks them in and compels them to keep reading.
And that’s where the other level comes in.
Every part they read builds on the thread, making the idea clearer in their mind.
Clarity around a solution makes for some powerful persuasion. Get this right and some of your readers might keep thinking about your offer, even if they’re interrupted before purchasing.
No promises, given how distractible people are, but I can’t think of any better way to make your offer stick in their mind than this.
What a Golden Thread isn’t
The goal of this single theme is to build clarity.
You don’t do that by copying and pasting the phrase “unlock(s) your physical potential” every few lines.
The theme repeats, not the wording.
Stale wording doesn’t create clarity. It obscures it behind a veil of friction and boredom.
A theme repeats ideas, concepts, moods and elements – not a handful of phrases.
So figure out new ways to talk about your Golden Thread.
Fortunately, that’s not too hard.
There’s a deep well of novel verbiage right at your fingertips…
How to repeat yourself without repeating yourself
Your offer, I assume, didn’t come out of nowhere.
You probably did some market research to find the need. Maybe you did a deep dive into online forums, maybe your clients simply asked you to create this product.
Then you probably tested it with a small group to see what works and what needs tweaking.
Listen to these folks when they talk, because they hold all the answers.
Each person with the problem you can solve is different.
They’ll have their own experiences, perspectives, expectations and language.
They’ll tell how to talk about unlocking someone’s physical potential, without using those words every time.
For some, they’ll focus on the problem – how they were stuck or putting in huge effort for little results.
Others will talk about the transformation – like the first time they lifted a barbell, cleanly and easily, that they had struggled with earlier.
Others still will focus on how elated and full of power they feel now.
And each of them will say it in a different way.
Use their language. Not only will it sound fresh, authentic and personable, it’ll let you touch on the common idea running through your marketing.
Pretend “work smarter, not harder” isn’t a cringy cliché, because this is that. Your market will write parts of your copy for you… and they’ll do a better job than you would.
Speaking of working smarter…
What would it be worth to you to learn marketing concepts, from an introduction to content marketing, to advanced techniques specific to help coaches get more clients?