The Art of Selling Dreams: A Look Inside Self-Help Blockbusters
Have you ever eagerly grabbed a self-help book, buzzed by the promise of discovering “the secret” to success, wealth, and those elusive 6-pack abs…
Only to find that “the secret” unveiled is the very same one you stumbled upon just a fortnight ago?
I know I have.
Feels like you have just had your pants pulled down doesn’t it.
Yet, this, my friend, is the essence of marketing and packaging.
You see,
The biggest names in the coaching and self-improvement arena share a common trait:
They’re masters at ‘the game’ — the game of business, marketing and sales.
Making money is a game, and when you realise there is no secret to the game, just a set of principles, winning just comes down to applying these principles, staying consistent, focussed and not getting distracted by the shiny new “secret” over there!
So today I wanted to explore how some of the best selling self-books of all time have applied David Ogilvy’s principle of:
“On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 percent of your money.”
They advise against judging a book by its cover, yet that’s precisely what people do.
Now before I share my thoughts as to why these covers nail this principle, I encourage you to scrutinise them yourself…
Observing your own reactions is the best marketing class you’ll ever enrol in. So, let’s begin.
I’m eager to hear your insights — simply hit reply and share your thoughts.
Here are my thoughts on why these titles resonate:
- “The Power of One More” — it’s comforting to believe that our desired outcome is just within reach, not years away.
- “Atomic Habits: Tiny Changes, Remarkable Results” — the allure of achieving significant results with minimal effort is undeniable.
- “The Four Hour Work Week” — I mean this one is pretty obvious right! Yes, it’s a fantastic book on productivity, leverage, and delegation. But have a think about how many other great productivity books are out there that never sold more than a few hundred copies. People want to believe success is this simple, and will buy anything that confirms their beliefs.
- “Think And Grow Rich” — you mean all I have to do is think and I’ll grow rich? I don’t have to work like a dog and get uncomfortable… sign me up!
- “The Source: Open Your Mind, Change Your Life” — suggests an immediate, effortless transformation. Again, minimal input for a massive impact.
- “The Secret” — tell me, tell me, tell me. Curiosity is an incredibly potent marketing tool.
- “Awaken the Giant Within” — touches the part of us that knows we’re meant for greater things.
- “The 7-Habits of Highly Effective People” — the FOMO is real. What do they have that I don’t, Im curious!
So, as you craft your headlines this week, consider experimenting with these principles…
Success is simpler than you think.
The dream outcome is closer than you think.
This small action will lead to a massive outcome.
Tell people you are going to tell them your secret.
Bridge the gap between the future and the present.
Believe in your audience and wake a dormant desire in them
Oh, and it’s worth saying, that this doesn’t mean go and create a load of chocolate covered turds — you still have to deliver on your promise (which all the above books do). But from experience most coaches are great at the delivery, but terrible at the packaging.
Let me know how you get on!
Big love,
Joel “The Secret” Burgess
P.S. Whenever you’re ready there are 3 ways I can help you:
- Join my Free Community The Fully Booked Coach: Get access to my Becoming Magnetic Masterclass, so you can start attracting inbound dream clients in the next 30 days. PLUS monthly coaching calls and more!
- Subscribe to my YouTube Channel: Where every week I release two videos on how to become more powerful in your coaching and more profitable in your business.
- Subscribe to my Newsletter: £ for £ the best newsletter in the coaching industry — yeah I said it!
