I had a call with a client on Sunday afternoon.

She's a brick & mortar busienss owner, and wants to start selling digital products online.

She's smart, talented, and genuinely helps people.

I asked her one question.

"What will your clients experience in 30 days working with you?"

She said: "More calm, more control, more self-aware."

I then said to her, "If you asked 10 women what "more calm" meant, you'd get 8 different answers."

That's not her fault. That's how we're wired to talk about transformation.

But vague content repels the green stuff.

I told her we want to create mind movies.

I sent her over this email:

WHAT "MORE CALM" ACTUALLY LOOKS LIKE:

• You stop rehearsing conversations in your head before they happen.
• You sit in a meeting and your chest isn't tight the whole time.
• Someone asks something unexpected and you don't immediately spiral.
• You drive home from work without replaying the day on a loop.
• You wake up and your first thought isn't the mental to-do list.

WHAT "MORE CONTROL" ACTUALLY LOOKS LIKE:

• You say no to something and don't spend the next three hours justifying it in your head.
• You make a decision and you don't need four people to tell you it was the right one.
• You stop over-explaining yourself at work or at home.

WHAT "MORE SELF-AWARE" ACTUALLY LOOKS LIKE:

• You catch yourself people-pleasing before you've already said yes.
• You can name what's actually wrong instead of just feeling "off."
• You know the difference between when you're tired and when you're resentful.

A drastic difference, huh?

THAT is a mind movie!

Your audience doesn't buy "more calm."

They buy the specific version of calm that matches the movie already playing in their head.

Create content around that movie.

YOU GOT THIS 🙌

In your corner,
Adam

When you're ready, here are a couple of ways I can help you…

• The offer framework behind 4,637 sales. Now yours in 10 minutes. Grab the Offer Wizard™ here​
• 151 creators used this to launch their first digital product. A PDF + 5-day email sequence, now redesigned. Grab the Digital Product Challenge here​