Your mom is a gem

I called mom today. We chatted for a little bit, then she told me about a friend who's in direct selling who recently approached her.

Mom shares the message: "Harness the power of ageLOC science to target sources of ageing at the cellular level with our patented..."

"What's that? A supplement?"

"I dunno."

After I Googled. "Oh, it's a face cream."

The "expert" trap

It's very common, as you build expertise - whether you sell a product or service, to get so high in the clouds that you forget what it's like to be a beginner and stranger.

Take the Nu Skin example.

For someone who's been marketing Nu Skin for a while, stuff like "ageLOC" and "cellular level" is stuff that's super basic.

But for a stranger (me and mom). We don't have a freaking clue what that is.

Your customer has not attended your product training. They've not used your product. They've not read the labels. And they most probably don't know what "ageLOC science" means.

The mom test

Here's a test I'd like you to run.

The next time you finish a piece of copy, product description, headline, WhatsApp broadcast message, a sales page... whatever it is, don't publish yet.

Show it to your mom.

Does she get it?

Can she tell you, in one sentence, what you're selling and who it's for? If she asks, "what's this?", you're not done yet. You probably used too much marketese. Go back to work.

Look, I swear by this method so much, I actually made a video about this 5 years ago. And I think it's still a valid strategy to use, especially in the age of AI.

I'm proud to partner with Cleve

If you're still paying separate subscriptions for ChatGPT, Claude, and Gemini – there's a smarter way.

Cleve gives you all three in one subscription. You can train it on your own team's knowledge base, so it actually knows your business.

Use code UNDERDOG20 for 20% off your first 3 months of Cleve Pro. That's RM50 back in your pocket.

Azlan, from Otomate Me will be joining me on this week's live masterclass on Wednesday, 13th May.

We'll be sending a WhatsApp broadcast to hundreds of old leads, live on Zoom – and let you watch our process.

The message, offer, and follow-up sequence. All of it, in real-time.

If you have an old database in your business or dead leads on your phone, this session is going to show you how to re-activate them with WhatsApp.