We’ve been terrorised by a savage snarling half-wolf, in our own home.

Meet Charlie.

He might look dopey, but in the evening he’s been a real pain, jumping on furniture, chewing carpets and generally doing all the things that puppies do.

Charlie is my first dog. I never had one as a kid, and I really didn’t know what I should be doing.

I’d read books, gone through YouTube videos, spoken to neighbours with dogs and asked advice off our local dog-walker. I’d done all the “right things” but it was a mess.

None of it was working, and the problem was getting worse.

Add to that, we’re going on holiday soon and there will be loads of small kids around, I was getting really worried about his behaviour.

One nip to a small child and he could be off to the pound, and worse.

In short, I had become a perfect prospect.

A serious problem, that would get worse if left alone, with emotional consequences that would override any logical argument about payments.

Enter Harry the dog handler.

Harry is an ex-cop. An imposing figure from the days when you had to be 6 feet tall to get into the police force in the UK.

I’d heard Harry’s name a few times and I knew this was going to be a rough ride, but he had a reputation as the place to go to when you had real problems.

Harry’s speciality is convincing judges to let him re-train “dangerous” dogs to get them off death row.

Harry also charges £200 for a 2 hour session. That’s 5x more than the nearest price I’ve seen from any local “competitor”. The reality though is that he has no competition, because of his offer.

Here’s a few things you get for that £200:

It’s a one-and-done session. He gives you enough techniques in that session that you never need to go back.

Compare that to the weekly sessions with other schools and it’s actually good value.

You get his mobile number to call 24/7, forever if you have a problem.

Needless to say, Harry’s demeanour is one that you don’t waste his time, but you know 100% that he’ll have your back if it’s needed.

You get a free taster session of his advanced school so he can see progress.

The advanced school is where they do those obstacle courses and other tricks you see on Crufts. It’s the kind of training they put police dogs through.

This gives him 2 opportunities.

  1. He can see the results of his first session and reinforce the improvement he’s made
  2. You get to see what’s possible at the next level.

As a marketer, I’m a little in awe of Harry, and I’ve not even talked about the actual “product” yet. (Short version, it works as promised, with a number of tactics that will work just as well on humans).

Something to think about:

Are your clients the ones with the most pain in the market?

How are you giving them confidence that you’re the one who can fix the situation?

Deep down, away from all the copy tricks and tactics, this match of a perfect market with an exceptional product is what really makes the difference to your market.

What are you doing to make sure your offer meets these criteria?

Stephen Pratley
Copy & Conversion Consultant
The Conversion Co.


c/o The Conversion Co., 2a The High Street, Thames Ditton, KT7 0RY, United Kingdom
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