Marketing Case Study Part 2 with Adrian Ulsh

Everything You Know About Lead Generation Is Wrong

In recent issues, I made a bold claim: everything you’ve learned about generating leads and growing your coaching practice is wrong. That may sound harsh, but the truth is—if your messaging is laden with jargon and generic promises, you’re invisible. In this series, I’ll teach you a marketing system that positions you so powerfully that your prospects think it’d be foolish to coach with anyone else, no matter the price.

How to Audit Your Marketing for Jargon

1. The “Well, I Would Hope So” Test

Prospects tune out grand claims like “highest quality,” “best service,” or “100% satisfaction guaranteed.” These phrases feel meaningless—everyone says them. When you read your marketing copy, ask yourself: would a prospect respond “well, I would hope so”? If yes, you’re probably in jargon territory.

For example, a remodeling ad boasting “highest quality work” and “fair pricing” is exactly what buyers expect. It doesn’t make the company stand out.

2. The “Who Else Can Say That?” Test

Dig deeper into your promises. If your language could be lifted directly from a competitor’s copy, it’s not unique. I once saw a kitchen remodeler with award-winning staff, fast turnaround, and superior service—but their marketing sounded identical to the worst contractor in town. It didn’t capture their unique story or advantage.

3. The “Scratch‑Out, Write‑In” Test

Replace your company name with a competitor’s—if the message still holds, it’s too generic. If it sounds the same regardless of brand, it fails the test.

The Solution: The Conversion Equation

Stop relying on boring, generic marketing. Start using a proven four-part formula:

1. Interrupt – Grab attention with striking, relevant headlines.

2. Engage – Connect emotionally with the prospect’s pain or desire.

3. Educate – Share specifics, statistics, and inside information.

4. Offer – Close with a low- or no-risk offer (e.g., free guide, checklist, demo).

This Conversion Equation (Interrupt → Engage → Educate → Offer) aligns with how people make decisions—emotionally first, then logically.

Why This Works

Emotion grabs attention. Logic earns trust. Most marketing stops at emotion or logic alone—and it gets ignored. When you guide prospects through both, you’re speaking their language.

What’s Next?

In the next article, I’ll break down how the brain processes marketing—looking at downtime, uptime, and the reticular activation system—and how you can use that in your messaging strategy.

Why You Can’t Afford More Generic Copy

If your internal systems or service are exceptional but your messaging blends in, you’re giving prospects no reason to pay more—or choose you at all. Stop competing on price. Stand out instead.