Academy / Find your customer and your message
Lesson 4 of 5 · 6 min
Proof and the doubts people have
Quick recallWhich is the stronger one sentence message?Think of your answer, then open.
We help desk workers in Denver stop feeling stiff, in classes where nobody expects you to be flexible. Years and certificates are proof. The message says who you help and with what.
Your message says what you promise. Proof says why to believe it. Doubts are the questions people ask themselves right before they close the app.
Proof you already have
- A number that is yours. "412 people took their first class with us this year."
- A customer in their own words. A review or DM. Ask before you post it.
- Before and after. Photos only with permission.
- The work itself. How you pour a candle, how a class starts.
- Who you are. Your face, your training, why you started.
The five doubts
- "It is not for someone like me."
- "It costs too much."
- "I do not have the time."
- "What if it does not work for me?"
- "I do not know what happens when I get there." The door, the changing room, where to park.
Match your doubt phrases from lesson 2 to these. The one with the most phrases is the post to write first. The fifth is easiest to answer and most often forgotten.
Answer the doubt in a post
- The doubt, in the customer's words, as the first line. "Too stiff for yoga?"
- An answer with proof. "Most people in our Saturday beginner class could not touch their toes in week one. Here is Ana, eight weeks in."
- One next step. "Book a first class through the link in bio."
Do it
- Pick the doubt with the most phrases and one piece of proof that answers it.
- Press the button below and replace the example details with yours.
- Press Generate draft and read it out loud.
Quick check · 3 questions
Check what stuck
Which of these is proof a small business already has?
Show the answer
A review from a customer, posted with their permission. Numbers, customer words, before and after, the work itself and who you are. Ask before you post a customer's words or photo.
A customer says "I do not know what happens when I get there". Which post answers it?
Show the answer
A post that shows the door, the changing room and the first five minutes. Showing what happens removes a reason not to come that nobody says out loud.
How does a post that answers a doubt start?
Show the answer
With the doubt in the customer's words. "Too stiff for yoga?" stops the person who thinks exactly that.
In this course
- 1Who you sell toWhy "everyone" is the hardest customer to write for, how to pick one real person, and the five things to know about them. · 5 min
- 2What they want, in their wordsWhere to find the words your customers use, the difference between what you sell and what they buy, and a list of phrases to reuse. · 5 min
- 3Your message in one sentenceA simple pattern for the sentence that says who you help, with what and why you, five worked examples, and a test to know it works. · 5 min
- 4Proof and the doubts people haveThe kinds of proof a small business already has, the five doubts that stop people from booking, and a post that answers one of them. · 6 min
- 5A voice that sounds like youDescribe how you sound in a few words and a few rules, then put the whole course into the brand voice in Postfjord so every draft starts from it. · 6 min