Use This 'Laserbeam' Technique to Launch Your Coaching Business on the Side
And the ChatGPT prompt to help you get started
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In 2021, I completed my Masterâs in Behavioural Science, if that course taught me one thing it was the power of framing âthe frame changes purchasing decisions.
Today, weâre going to talk about framing, specifically about finding your âlaserbeamâ feature to make you stand out from the crowd and ultimately sell more stuff.
Letâs dive in. đ
The laser watch
This story is directly out of Joseph Sugarmanâs The Adweek Copywriting Handbook.
Joseph Sugarman = one of Americaâs greatest copywriters.
Joseph Sugarman was sitting in a lab of a watch company in Dallas, Texas.
Looking through a microscope, learning everything he could about how a digital watch was made.
He was trying to work out how he was going to sell the thing.
Heâd been there for 2 days, asking about watch technology with the watch makers.
Nothing was standing out to him.
Until he leaned into a specific feature.
Back then, a new technology meant that you could see your watchface in the dark but you had to press a button.
On this watch, it displayed constantly thanks to a radioactive substance placed in a capsule inside the watch.
It meant that you could tell the time, even at night, without pressing any buttons.
But Joe felt there must be a powerful way to present the product.
He needed something different and special that made the watch stand out.
He was scratching his head until he had a conversation with an engineer:
âWhy didnât someone think of this radioactive material for watches before?â