Why smart marketing fails (+ an easy way to fix it)

Published 5 days ago • 2 min read

"People don't want your product. They want to play a new role in life."

Eugene Schwartz wrote that.

And it just saved my launch.

I'm putting the finishing touches on my course called "The Framework Factory" and something just didn't feel right with the marketing.

So I fired up my Eugene Schwartz strategy bot for some advice (AI is so cool).

Here's what it told me:

"Your current hook ('you're already using million-dollar frameworks, you just can't see them') is intellectually accurate but emotionally detached from their burning problem.

You're leading with 'frameworks' (a mechanism) when you should be leading with the deeper frustration frameworks solve."

Ouch.

But also...exactly right.

See, at the end of the day, no one wakes up thinking "I need more frameworks."

They wake up thinking:

  • "Why am I still trading time for money?"
  • "Why is that less-experienced consultant charging 3x more?"
  • "Why do I reinvent the wheel with every client?"

The frameworks? They're just the vehicle.

What people really want is the destination.

Back to that Schwartz quote...

My buyers don't dream of being "framework extractors."

They dream of being:

  • The expert who finally scales without burning out
  • The consultant who gets paid for their thinking, not their time
  • The go-to authority known for a METHOD, not just being smart

That's the identity-level transformation.

Which brings me to you...

Is your marketing intellectually accurate but emotionally detached?

(Translation: Does it make logical sense but fail to hit them in the feels?)

Here's how to fix it using Schwartz's sequencing:

1. Agitate the Invisible Ceiling

Start where they already feel friction. That quiet frustration they can't name.

Example: "You're working harder than ever...but growth flatlined six months ago. Why?"

2. Reveal the Hidden Asset

Shine a light on what they already have but aren't leveraging. Creates hope without shame.

Example: "The asset that changes everything? It's not a new offer. It's your thinking—turned visible."

3. Introduce the Extraction Mechanism

NOW bring in your product. Not as the hero, but as the tool.

Example: "That's why I built [Your Thing]—to extract and activate what's hiding in plain sight."

4. Position It as Their Passport

Don't sell the tool. Sell who they become.

Example: "You stop being the 'best-kept secret' and become the obvious expert people pay premium for."

When your message doesn't convert, you're probably not wrong...

You're just starting in the wrong place.

Sequence sells.

Emotion first. Logic later.

Always.

Stay Curious,

P.S. Speaking of extraction mechanisms...

Framework Factory opens for enrollment tomorrow at 9am EST.

If you're tired of watching less-experienced consultants charge more because they have "a method" (while your genius stays invisible)...

I'm doing something I rarely do:

Early bird gets $50 off.

That's $147 instead of $197.

But only if you grab before July 4th.

[I'll send the link tomorrow morning.]

Because turning your invisible expertise into named frameworks isn't just smart...

It's how you stop being the best-kept secret.

And start being the obvious choice.

Check out my SubStack to become...

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