If you have kids, you’ll be familiar with what just played out in my house…

Lemme explain.

Last week, I was in an epic dinnertime standoff with my kids. I had steamed a beautiful batch of broccoli

(the superfood they desperately needed to balance out the Krispy Kreme’s I gave in to earlier),

placed it on their plates with a flourish, and waited for them to embrace my nutritional gift to their growing bodies.

The result? Complete rejection. Not a single bite taken.

But when I took that same broccoli, blended it up, and folded it into their favorite spaghetti bolognese? They devoured it without a second thought. They ate triple the amount of broccoli without even knowing it was there.

This little kitchen table moment made me realise something profound about why some online course creators struggle to make sales while others seem to effortlessly attract buyers.

Most of us are trying to sell broccoli when we should be offering spaghetti bolognese.

Here's the thing: When I surveyed my students who were stuck with funnels that weren't converting, I discovered nearly all of them were making the same mistake. They were focused entirely on what their audience NEEDED rather than what their audience WANTED.

Like when I offered a course called "The Fastest Way to Build Your List to 1000 People"...

It barely sold. Why? Because nobody wakes up in the morning excited about list-building. It's a grudge purchase — important, but not exciting.

When I repackaged the exact same material as "Find Your People Online and Make Your First Sale," sales skyrocketed. Same ingredients, different promises.

Your ideal customers aren't rejecting YOUR expertise. They're rejecting how you're presenting it.

Here's how to fix this:

• Look at your current offers. Are you presenting features (broccoli) or transformations (spaghetti bolognese)?
• Ask yourself: What does my audience SAY they want in casual conversation?
• Rewrite your promise to match their desires, not just their needs

For example, nobody says "I need career reinvention" to their friends. They say "I want to love what I do and be home for dinner"

Your job as a marketer is to understand your ideal customers' desires and package what they need into an offer they want.

So — broccoli or bolognese?

Email me at salome@thelaunchlounge.com and send me the name of the thing you're selling. Just the name, nothing else.

I'll tell you which one I think it is and suggest a new name for you.

💚💚💚

Salome