Unique currency — translate value into your prospect's native metric
Every niche has a unique currency — the specific coin of your prospect's realm, the thing they're trying to accumulate or measure that functions like money in their value system. For weight loss, it's pounds of fat. For dating coaching, it might be number of dates or the ability to avoid rejection. When you identify the unique currency of your market and frame your entire value proposition in terms of that currency, your marketing becomes instantly specific and concrete. The problem most information marketers have is that they talk in abstract benefits — 'transform your life,' 'achieve your goals' — when almost none of that actually gets through. Customers need to 'see the spoon' — tangible, specific, real-world examples. Use concrete numbers and before-and-after comparisons anchored in their unique currency, not yours.
Relevant Clips3
- Answer3:01
Show the Spoon — Abstract Claims Fail Without Concrete Examples
Almost none of what you communicate actually gets through because you're using abstract concepts while customers need concrete, specific examples. You must 'show them the spoon' - demonstrate your value through real-world, tangible examples rather than theoretical benefits.
- Answer
Use Specific Numbers to Make Your Story Results Credible
Focus on specific, measurable results you got when your insight started working. Use concrete numbers and before/after comparisons. For example, 'lost 27 pounds in 90 days with before and after pictures' or 'went from zero calls to dozens of calls with one ad change.'
- Answer2:19
Unique Currency — the Coin of Your Prospect's Value System
Unique currency is the coin of your prospect's realm - the thing they're trying to accomplish that functions like money in their value system. For weight loss, it might be pounds of fat. For dating coaching, it could be number of dates or avoiding rejection.