3 calls booked in 2 days from chocolate broccoli
Alright, Blazers...
Story time.
My son is 15.
And I've gone through a 2 year journey trying to get this kid to the gym that taught me EVERYTHING about how people really make decisions.
(I'm a long time gym rat - spend many lifetimes in gyms)
Phase 1: Had to drag him to the gym. He was deep into gaming, totally sedentary. Hated every minute of it. We didn't last long. He couldn't wrap his head around why anyone would do multiple sets of ANYTHING.
Phase 2: He comes to me wanting to get stronger for sports. My eyes light up. I try everything:
CrossFit (too intense)
Personal trainer (thought the guy was weird)
Strength coach (not into meatheads screaming "PUSH IT!")
(I’m a total meathead LOLz!)
Gets distraught and jaded. Stops everything.
Phase 3: This is where it gets good. I back off totally, but keep him informed on my own lifting and progress. I show pictures of him when I was his age (total gym rat at 15 with a jaw line that could shave pepperonis). Start watching Sam Sulek* in front of him and tell him he GAMES and GYMS.
(*My son is a lot like Sam - Anime, gaming, manga, logical, low key etc)
One day my son just shows up with HIS plan. His eating program. His training regime. His big WHY. And asks me to help him.
Now? Longest we've ever lifted together (2 months straight). Kid eats cleaner than I do.
👉 Here's the million-dollar lesson...
The transaction cost of transformation is usually MORE painful than the price of your offer.
Think about it.
My kid didn't need a better workout plan. He needed to go through his own journey. The cost of transformation, for him, was way too high - gaming was better for him (in his mind).
This is exactly why posting once a day on Linky isn't doing your job.
You're betting everything on Phase 3 buyers. But here's the truth: only a tiny percentage of your market is ready TODAY.
What about everyone else?
Let me show you how to fix this...
Remember when you were a kid and hated broccoli? What if someone covered it in chocolate?
That's your Trojan Horse. And here's why it matters...
Humans are wired for the path of least resistance.
It's pure biology.
Our brains are energy saving machines.
Daniel Kahneman breaks this down in "Thinking, Fast and Slow":
System 1: Fast, automatic, effortless
System 2: Slow, deliberate, effortful
Here's the problem: 9 out of 10 of my clients build offers and content for System 2. (No wonder they struggle selling online)
You've got two choices:
Market to the rare humans who DELIBERATELY choose hard work and delayed gratification (Tiny market, my friend)
Build your Trojan Horse (an offer/content strategy that works WITH their System 1 brain)
Ready to build yours?
Answer these questions (grab a coffee first):
What am I really good at?
What’s something I do so naturally that I barely think about it? This could be anything from solving problems to creating strategies or even specific skills like negotiation or productivity hacks.
How do I actually do this?
If someone asked me to explain it step-by-step, what would I say? Think about the process, tools or frameworks you use.
What’s something people keep asking me about?
Is there a recurring question from friends, colleagues, or clients? If they see you as the go-to person for a topic, that’s a clue.
What results have I achieved recently?
Look back at last year. What big wins or impactful moments can I replicate for others?
What do I love teaching or talking about?
If I had to give a mini-masterclass to a group of friends right now, what topic would I choose with enthusiasm?
Who is my ideal client?
What kind of person would find value in this offer? Think about their goals, challenges, and aspirations.
What’s a quick, tangible result I can help people achieve?
Can I promise something like “Create X in Y hours” or “Achieve X without Z hassle”?
What do I already have that I could use?
Do I have templates, checklists, or strategies that I can turn into a step-by-step guide?
What’s my ‘magic pill’?
If I could package my expertise into one easy-to-grasp benefit, what would it be?
For example, “Get your first 10 clients in 30 days.”
What’s trending or urgent for my audience right now?
Is there a specific problem people need solving ASAP? Tailor your offer to meet this timely need.
There you have it, Blazers.
Want help building your Trojan Horse? Hit me back.
Chow chow
Doug
