Hey, Reader

“Be the obvious choice.”

What the hell does that even mean?

ChatGPT says that to me all the time.

And you’ve heard it from just about every program that wants your credit card. Somewhere in every pitch is a promise that you’ll get hired.

So what’s going on in your buyer’s head when she decides you’re the one, or decides to close the tab?

Your buyer makes two decisions.

1. Are you the right expert?
2. Is this a priority right now?

Most expert marketing goes all in on the first one, with the credentials, the testimonials, and the methodology you spent a decade refining.

Then you get the prospect who’s followed you for two years, tells you she loves your work, and still doesn’t hire you. *womp womp*

She said yes to decision one. Your message never made the case for decision two.

Neither decision happens consciously.

Your buyer isn’t reading your sales page thinking, “Hmm, what else have I heard about offers like this?” Her brain is comparing anyway, the same way you size up every new marketing program against the last three that didn’t work.

She’s not doing it on purpose (and neither are you). It’s how her brain processes a message, and it’s happening on every page she reads, including yours.

Sometimes the comparing never starts. You click a link, start reading, hit the third paragraph about someone’s proprietary framework, and think, Oh God, no. I don’t have the energy for this.

Tab closed.

You didn’t stop and think, “I lack the motivation to process this message right now.” You just left.

Researchers have been studying moments like that for more than 60 years. I spent 13 years teaching that research before I started Communication Rebel®, and it runs underneath every message I build.

This week I finally wrote down the six theories I use most, along with the question each one answers about your buyer.

I’m not telling you this so you can build a six-question checklist. You don’t need the answers.

When we do your messaging together, your message answers those questions for you, and your buyer never notices it happened.

My business exists to make expertise easier to buy. Writing this post is the first time I’ve seen exactly how all the pieces fit together, and I’m still a little giddy about it.

​Read the post and get the six questions →​

Fair warning: it’s nerdy. There’s a table. Read it with coffee (or tequila) and finally know how your clients decide.

Yours in rebellion,
Michelle