James: So painting the Promised Land, do you think that’s overused?
Will: I think it depends on the market again. In the online, like the coaching space, absolutely. Every rental Airbnb and Lamborghini rental person on Instagram definitely overused it.
James: I got a website open in my tab now, which I was speaking to a client yesterday. And he’s selling millions and millions and millions of dollars’ worth of this product. It’s not in the online marketing space. It’s not in the coaching, or food or fitness-type space, it’s in a really ordinary space, so I’ll call it, and I think this is an area that painting the Promised Land is not amped up enough on this. I actually have it in my tab, because I told him, I’m going to be speaking to you, and I was going to ask you what you would recommend he changes or if you should be chatting to him about it. So I’m pretty excited to share that one with you. But this is a case of where dialing in some of the things that we’re probably dulled to might really change the game for this client.
Will: Definitely. Look, I think one of the ways that I approach this, depending on the market, again, it’s a thinking exercise. And it depends on how much the market’s been hammered, what they’re used to seeing, what they like to see and what they don’t. But in markets where the Promised Land has been up too much, I actually find the opposite. I go, it’s not about the Lamborghinis. Now I’ll even make a joke of it. I’ll say, Lamborghinis and Ferraris are nice to look at, but they’re a massive pain in the butt to drive.
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