I bet you're leaving easy money on the table.
You fail to show your prospects how you're Capable, Competent and Congruent for their needs.
What do I mean?
Not too long ago I spoke to a business owner who was pulling low 5 figures in revenue each month but wanted more.
He sold "done-for-you" TikTok ad packages to small-scale gym owners and got his leads via Facebook ads.
I checked the copy of his Facebook ads and it was good. And the data supported this as just over 50% of prospects booked a discovery call after clicking the ad.
After that, about 40% of these prospects would become paid clients.
But there was still room for improvement.
And that was because he failed to show capability and competence that was congruent with his offer.
You see, he ran static text and picture ads while trying to sell his target market on done-for-you video ads.
Wouldn't it be a far better idea to demonstrate his capability and competence in the first place by replacing the static picture with a video ad?
That would show his agency had the capability and competence to do so, in a format congruent with his offer.
- Capability = You can do it
- Competence = You can do it well
- Congruent = You can SHOW (rather than merely assert) you can do it
Capability is binary: either you can do it or not. Like a light switch that flips on or off.
Competence, on the other hand, is measured in degrees. Once you're capable, you're either more competent or less competent on a sliding scale.
And congruence? Well, it's showing indisputable proof you can do it.
Specifically, just because you possess the capability doesn't mean the prospect knows.
Even if you explicitly tell the prospect, that doesn't mean they'll believe you.. At that point, they're still merely words.
Instead, you have to SHOW your capability and competence. And that's where congruence comes in.
In the case of this agency owner I talked to, this meant replacing his static ad images with video.
Not only that, but creating a video that would:
- Grab a prospect's attention amongst all the other attention-grabbing clickable content on their Facebook feed
- Deliver a relevant and irresistible offer
- Feature on-camera testimonials from his existing clients for social proof and further demonstration of capability
- Finish by delivering a clear, direct and strong Call-to-Action
So what about you?
How much money are you leaving on the table by failing to show your prospects that you're Capable, Competent and Congruent for their needs?