Module 5: Hope #

“Marketing hope is like selling kale smoothies: you’re really just promising a better version of them.”

Definition
People respond to messages that promise a better future or transformation.

Why It Works
Hope pulls people forward. Showing a “before and after” transformation makes your audience imagine their own future success. People want to see the end of their journey to inspire them to move forward. Obama ran his campaign on this.

Examples in Content

• LinkedIn: “Two years ago, we were drowning in debt. Today, we’re profitable-and here’s how we turned it around.”
  
• Instagram reel: Before/after client journey: “From burnt-out to booked-out in 6 months.”
  
• Email subject line: “Imagine doubling your leads in 90 days.”
  

Exercises

1. Rewrite Prompt: Take a tip you’ve shared before. Instead of presenting it flat, reframe it as a “before and after” transformation.
   
2. Fresh Post Template:
   
   • Hook: “Six months ago, I was [struggling state].”
     
   • Body: Walk through the low point, the turning point, and the outcome.
     
   • Takeaway: The method or principle that made it possible.
     
   • CTA: “If you’re stuck in [pain point], what would it mean for you to get to [better future]?”
     
3. Reflection: What “after state” do your readers dream of-and how can you show them it’s possible?