How a Light Bulb and Magnetism Can Help You Sell More of Your Stuff

If you're trying to sell more of your coaching, your consulting, or really any type of service, I want to show you how a light bulb and magnetism can help you sell more of your stuff to the right people.

And it has almost everything to do with psychology.

More specifically, it has to do with how you tap into what your ideal client is already thinking… the words they’re already using… the problems they’re already trying to solve… and then how you create a big idea that feels novel, unique, different, and desirable.

Because the truth is, we live in an incredibly information-dense world right now.

With ChatGPT, Claude, and whatever flavor of AI you like to use—or your prospects like to use—information is available within seconds.

People can find information about the problems you and I solve in literally seconds to minutes.

But that doesn’t mean they’re going to do anything with it.

So if all you’re doing is selling information, you can become commoditized really fast.

That’s why your ability to understand what is going on inside the head of your ideal client—and then communicate a unique idea that gets them bought in—is becoming more important than ever.

This is where the framework I’ve used for the last six years comes in.

I call it the Magic Messaging Framework.

And I’m going to walk you through how I think about it.

The First Rule: Speak the Language Your Ideal Clients Actually Use

Before we get into magnetism, light bulbs, big ideas, stories, and all that stuff, there’s one thing you have to understand first.

It doesn’t matter whether you use Instagram, Facebook, LinkedIn, email, YouTube, webinars, workshops, or sales calls.

You need to know the language your people are actually using.

I see a lot of really talented coaches fall victim to one of two things.

Either:

• They’re saying what they think are the right words, but they’re not saying them in the right way or in the right order.

• Or they’re attracting the right people, but those people still aren’t converting.

There’s a movie I used to love as a kid called Rush Hour with Jackie Chan and Chris Tucker.

There’s that famous scene where Chris Tucker goes:

“Do you understand the words that are coming out of my mouth?”

And that’s basically what your ideal clients are doing when your messaging is off.

Imagine Chris Tucker goes to China, doesn’t speak Mandarin, walks into a restaurant, and starts trying to order food.

He thinks he’s communicating.

He’s making sounds.

He’s using words.

But nobody understands what the heck he’s saying.

It would be an incredibly frustrating experience.

And a lot of coaches are doing the exact same thing.

You’re speaking Chinese to your audience.

You’re sitting there thinking, “I’m pretty sure I’m saying the right words…”

But your people don’t understand you.

Or the words aren’t desirable to them.

They’re not compelling.

They don’t create curiosity.

They don’t make somebody think, “Holy crap, that’s me.”

So they don’t move forward.

The other side of this is people getting incredibly lazy and outsourcing all their thinking to AI.

AI spits out some mediocre slop.

They paste it onto the internet.

And then they wonder why they sound exactly like everybody else.

That is how you get commoditized.

So the first part of this framework is about magnetism.

How do we pull the right people in while naturally repelling the wrong people?

Magnetism: Your Ideal Client Is Already Living Inside a Story

Your ideal client—your dream client—is living inside of a story right now.

Years ago I read a great book by Donald Miller called StoryBrand, and one of the big concepts is that your ideal client needs to become the hero of the story.

That’s important.

Because you are not the hero.

They are.

So if you want to understand how to communicate with them, you have to understand the story they are currently living in.

I look at this in two parts:

1. Their external struggle

2. Their internal turmoil

Start With the External Struggle

The external struggle is usually more visible, tangible, and concrete.

Let’s say you sell weight loss.

Maybe your ideal client is thinking:

“I have this last 20 pounds of stubborn belly fat I can’t get rid of.”

Or:

“Every Tuesday and Wednesday around 2:00 PM my energy completely crashes.”

Those are specific.

They’re tangible.

They’re real.

And that matters because vague messaging creates vague reactions.

What are the exact symptoms of the problem they’re experiencing?

Not “they want to lose weight.”

What does that actually look like?

Maybe they have 20 pounds of belly fat they can’t seem to lose no matter what they try.

Maybe their jeans don’t fit anymore.

Maybe their energy crashes every afternoon.

Maybe they avoid taking their shirt off at the beach.

Maybe they’ve tried everything and feel like their body is fighting them.

The more specific you can get, the more tangible you can get, and the more concrete you can get, the better.

Because the goal is to tap into what your ideal client is actually thinking.

It’s their story.

Not your expert interpretation of their story.

Beware of the Coach’s Curse

This is where experts get into trouble.

Once you solve the problem for yourself—and especially once you spend years studying the problem—you become so far removed from the beginner version of yourself that you forget what it actually felt like to be stuck.

You start using coach speak.

You start using expert terminology.

You start communicating from your consciousness instead of your ideal client’s consciousness.

I call that the coach’s curse.

The more you learn, the more you know.

And the more you know, the easier it becomes to forget what your people don’t know.

So you have to back up.

You have to get back into their head.

You have to start using the words they would use.

There’s a quote I believe came from Jay Abraham that basically says:

If you can articulate the problem better than they can, they’ll automatically assume you have the solution.

That is what you’re trying to do.

You want your ideal client to hear your message and think:

“How the heck does this person know exactly what I’ve been thinking?”

That creates connection.

That creates trust.

That creates magnetism.

What Are They Complaining About?

Ask:

What actions are they currently taking to solve the problem?

If it’s weight loss, maybe they’re trying keto.

Maybe they’re doing intermittent fasting.

Maybe they’ve tried Weight Watchers.

Maybe they’ve hired trainers.

Maybe they’re doing boot camps.

Maybe they’re cutting carbs.

Maybe they’re doing more cardio.

What are they already doing that isn’t working?

That is part of the struggle story too.

The Internal Turmoil Matters Just as Much

In weight loss, somebody might think:

“My genetics are just screwed up.”

Or:

“Maybe this is just how life is supposed to be after 30.”

Or:

“Maybe I’m just never going to look the way I want.”

And this is where I want you to avoid trying to think about your entire niche.

If you sit down and say, “What do women want?” or “What do business owners want?” or “What do fitness coaches want?” you’re going to overwhelm yourself.

There are way too many avatars inside any niche.

Think about one person.

One dream client.

One real human.

What is that person thinking?

What are they struggling with?

What have they tried?

What are they embarrassed by?

What are they frustrated by?

What do they secretly want?

The more specific you are, the easier your messaging becomes.

Now Show Them the Transformation

Once you understand the struggle story, you need to understand the opposite side of the coin.

The transformation.

Alex Hormozi talks about the “dream outcome” in $100M Offers.

In weight loss, maybe they want to lose 20 pounds of stubborn belly fat.

Maybe they want a flat stomach.

Maybe they want to see their abs.

In business, maybe they want a $20K-per-month business.

Maybe they want $100K sitting in savings.

Maybe they want to stop stressing every month about where the next client is coming from.

People Are Climbing a Mountain

I like to think about this as a mountain.

Your ideal client is climbing toward something.

Like any mountain climb, there’s a short-term goal, a midterm goal, and a long-term goal.

Maybe in the first 30 days, your weight-loss client drops the first 10 pounds of water weight.

They have more energy.

They start feeling confident again.

They get a little swagger back.

Then at 90 days, maybe they’re down 25 pounds.

Their skin is glowing.

They can run around with their kids again.

They’re wearing clothes they haven’t worn in years.

Then long term, it becomes less about the weight.

Now they’ve become a role model for their kids.

Their kids are eating healthier because of them.

Their family starts changing because they changed.

The longer-term the goal gets, the more aspirational it becomes.

It starts becoming about identity.

Steve Jobs understood this.

He wasn’t just selling a product.

He was selling an identity.

Phil Knight with Nike wasn’t just selling a shoe.

He was selling an identity to winners.

So when you sell your thing, you don’t want to sell only into the problem.

Yes, the problem matters.

But you also want to sell into the identity somebody gets to step into.

That’s when the transformation becomes bigger than “lose weight,” “get leads,” or “make money.”

This Is Where the Light Bulb Comes In

Once you understand the struggle and the transformation, now we get to the light bulb.

Your big idea.

Because here’s the reality.

Fitness is commoditized.

Marketing is commoditized.

Lead generation is commoditized.

Relationship coaching is commoditized.

Most of us are doing versions of the same stuff.

But most of what we teach is still built on principles that have existed for a very long time.

So the goal is not to pretend you invented gravity.

The goal is to create a novel, unique, compelling philosophy around how you solve the problem.

This is the bridge between your client’s struggle and their transformation.

It’s the “secret” you’re giving them.

And no, this is not just about giving something a cute name.

Anybody can open ChatGPT and type:

“Give me 20 names for my weight-loss framework.”

And now suddenly they have The Mom Method or whatever.

Cool.

The name matters a little.

But the idea behind the name matters a lot more.

The Philosophy Is What Makes the Framework Sell

Back when I was selling fat loss, I worked with business owners and parents who had that last 20 to 30 pounds of stubborn belly fat they couldn’t seem to lose.

I was helping them lose that stubborn fat and step into being a better role model and a better leader.

My unique solution was called the Stubborn Fat Solution.

I had different pillars.

One of them was FlexFuel Nutrition.

Another was Metabolic Intensity Training.

And I had an “innercise” piece for the mind.

I would tell people:

“It’s not about eating healthy. It’s about eating right.”

That would get their attention.

Because they already believed they were eating healthy.

So I’d explain:

“You know how some people eat healthy, cut all their carbs, reduce calories, eat chicken and broccoli all day… but still can’t seem to get the result they want?”

Then I’d introduce a different philosophy.

What if you could eat more carbs?

What if you could eat foods you actually enjoy?

What if you didn’t have to live on canned tuna?

I was selling them into a philosophy.

And because they became interested in the philosophy, they naturally wanted to know more about the solution.

You Do Not Need a Huge Audience to Do This

This is how I used to get so many DMs.

And I didn’t have a huge audience.

I still don’t have a huge audience.

That’s an important distinction.

When you do this correctly, you start magnetizing the right people.

That does not always mean you get massive engagement.

When your messaging is dialed in, you might actually get less engagement.

So check your ego at the door.

Because I’d rather have less engagement and more cash, more clients, and more impact with the people I actually care about serving.

Where “Magic Messaging” Came From

The Magic Messaging Framework itself is another example of a big idea.

Years ago, I had a client come back to me after I taught her this little messaging framework.

She started applying it to Instagram.

She used it in a workshop.

And she comes back and says something like:

“What is this wordy magic you gave me?”

I started laughing.

I was like:

“There’s no magic here. It’s just psychology.”

And she basically said:

“That sounds boring.”

And I remember thinking…

“Magic Messaging.”

That’s actually a pretty good name.

But again, the name isn’t the whole thing.

And then we’re structuring those words in the right order across your content, emails, workshops, webinars, and sales conversations so people become more pre-sold before the pitch ever happens.

Your Big Idea Needs a Villain and a New Belief

The first is what I call the hidden enemy.

This is basically the villain of the story.

In weight loss, maybe the villain is:

• The restrictive diet trap

• Cardio overkill

• The diet industry

• Cookie-cutter meal plans

You are naming the thing that has been keeping your person stuck.

Then you need a new belief.

Because if somebody believes:

“My genetics are screwed up,”

or:

“I have to starve myself to lose weight,”

or:

“The only way to grow my business is to post more content,”

they are not going to buy your solution until they start believing what you believe.

For me, one of those beliefs in fitness was:

You don’t need to eat healthy. You need to eat right.

In messaging, it might be:

You don’t need more content. You need a message people actually care about.

The MASS Method: How to Make the Idea Stick

So how do you communicate all of this?

You start with the problem.

You end with the transformation.

And the middle ground is your unique big idea.

One of the best ways to sell that big idea is through:

Metaphors. Analogies. Stories.

If you want an acronym, call it the MASS Method.

Metaphors.

Analogies.

Stories.

The more you learn to use these, the more sales you will make.

I don’t care whether you’re making a reel, recording a YouTube video, teaching a workshop, writing an email, or having a sales conversation.

Here’s What This Sounds Like in the Real World

Let’s go back to fat loss because almost everybody can understand the example.

Imagine I’m making a short video.

I might say:

“Hey, look. If you’re a parent or a business owner and you’ve been struggling to lose that last 20 pounds of stubborn belly fat, and no matter what you’ve tried—trainers, Weight Watchers, keto, intermittent fasting, boot camps—you just can’t seem to get that last little bit off…

…and it’s driving you crazy…

…and maybe you’re starting to think, ‘I guess this is just how life is supposed to be,’ or ‘Maybe genetically I’m just not meant to get the result I want’…

understand this.”

Now I might bring in a client story.

“I had a client named Susie who was struggling with the exact same thing.

She wanted to lose that last 20 pounds, but more than that, she wanted to become a role model for her kids.

Now she’s going out on the boat with her husband and kids almost every weekend.

Before, she had this two-piece bathing suit sitting in her closet and she would always cover up.

Now she’s wearing it with confidence.

She’s still not at the final destination, but she’s come so far.”

Now we have the problem.

We have internal emotion.

We have an aspirational identity.

We have a story.

Then I introduce the enemy.

“What we’ve been sold in health and fitness is that you have to diet harder and eat healthier.

So we diet.

We cut more food.

We try to eat healthier.

And a lot of people get stuck in what I call the restricted diet trap.”

Now there’s a villain.

Now I can introduce the new way.

And this is where I might tell my own story.

The Story That Sold My Old Fat-Loss Philosophy

When I was first trying to figure this stuff out, I was doing every little diet trend I could find.

I remember sitting in the fire station eating canned tuna and crackers.

I was miserable.

I tried carb back-loading.

I tried all these different approaches.

I started lifting weights.

I was doing different kinds of training.

And half the time I didn’t even know what was working.

Then I stumbled onto this nutrition methodology where I was actually eating more carbs.

I was eating a ton of carbs at night.

In the morning, I was eating like a peasant.

At night, I was eating like a king.

And I remember thinking:

“There is no way this is going to work.”

Then about two weeks later, I started seeing a couple abs coming in.

Just a few little abs.

And I was like:

“What?”

So I doubled down.

Over time, I refined the way I was eating and exercising.

Eventually that philosophy became what I called FlexFuel.

Now I had a story behind the method.

I had a belief behind the method.

I had intrigue behind the method.

That is way more powerful than saying:

“Here is my customized meal plan.”

Sell Each Pillar With a Metaphor, Analogy, or Story

Once I introduced the big idea, I would sell each pillar the same way.

For example, with FlexFuel Nutrition, I might say:

“You know how some people think they’re eating healthy, but they’re actually tremendously undereating?

It’s kind of like going to the gas station before a 10-hour road trip and putting five dollars of gas in your car.

How far do you think you’re going to make it?

Probably not very far.

Well, the same thing happens with your body.”

Then I can explain:

“What we need to do is learn how to eat right.

When you dial in your calories, get your proportions right, and choose foods that work for you, your body finally has what it needs to start dropping fat.”

And I would do that with every pillar.

A short metaphor.

A quick analogy.

A client story.

My story.

Something that makes the idea easier to understand and easier to believe.

The Entire Framework Comes Down to This

If you want to sell more of your stuff, you do not necessarily need more content.

You do not necessarily need a bigger audience.

You definitely do not need to sound more sophisticated.

You need to become better at articulating the problem.

So clearly…

So specifically…

So accurately…

…that your ideal client starts to feel like you are inside their head.

That is what creates magnetism.

You attract the right people.

You repel the wrong people.

Then you create a big idea that gives people a different way of looking at the problem.

You name the hidden enemy.

You install a new belief.

You show them a more desirable path forward.

And then you communicate that idea through metaphors, analogies, and stories so it actually sticks.

That is how you stop sounding like everybody else.

That is how you avoid being commoditized in a world where information is basically free.

And that is how you get more of the right people to buy your stuff.

Because at the end of the day, people do not need more information.

They need to see their problem differently.

They need to believe a different outcome is possible.

And they need a reason to believe your way can help them get there.

Who Is Jason Meland?

I am a value creator, mentor, and entrepreneur. I help online coaches master their messaging, attract dream clients, and build thriving high profit, high impact businesses.

When You’re Ready, Here’s How I Can Help You:

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