89. 4 New Clients in 3 Weeks: What Made This Copy Actually Convert

strategic and sounding like them are a trade-off right you gotta pick one or the other and usually they're gonna pick strategic hello right but i actually think that these are not at odds at all in fact i've had i can count at least three conversations in the last week at the time of this reporting that confirmed this for me I talked to one therapist whose copy was strategically sound.

So she had that strategy bucket totally filled, but it completely lost her in the process and she didn't know what to do about it.

I talked to another one whose copy was technically converting, but bringing in all of the wrong people.

And then one who got it right, right? And had them both true at once.

So just in the last week, these three therapists all wrestling with how do I make sure my website does what it needs to do and still make sure that I'm showing up there, right? And this is something we talked about really recently in our Perfectly Fine Website Problem Workshop that we ran last month in August.

And the third rule we talked about when it comes to becoming the obvious choice for premium fee clients right now is that people choose people.

Right now, people choose people because the Internet is drowning in marketing right now.

That sounds like there's literally no one behind it because there actually might not be.

Right.

And as a result, everyone's skepticism is there.

And so it's that idea of being unmistakable that we talked about in a recent episode, that the therapists with caseloads of premium fee clients are the ones who are right now impossible to mistake for everyone else.

And you can't do that if you're not bringing yourself into your marketing.

Right.

You've likely been trained to downplay your personality and your voice and your point of view, the whole blank slate thing, right, in grad school.

But the fact is that right now you are your biggest differentiator.

Now, what's interesting is that credentials, modalities, having a niche of some kind used to be enough to differentiate you because no one was that sophisticated in their marketing.

And now we find ourselves here in 2026.

Everyone's marketing is more sophisticated.

Everyone has access to quad who can give you a strategy to Donald Miller's story brand, whatever it is.

We've all heard of these things.

We're all used to it.

And as a result, what used to be differentiators are now table stakes.

Having a solid website, I mean, is the whole basis of our perfectly fine website problem.

You can have a perfectly fine website and it's still a problem because perfectly fine is table stakes these days.

So if everyone around you has the credentials and has at least semi-sophisticated marketing, then what is actually left to choose between? You.