Issue #120

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From Hell to Happy Ever After

My HEALTH framework is a simple way to make people notice you. It turns loose ideas into a clear message that strangers understand at a glance.

Clarity is everything in sales and marketing and this is a formula for achieving just that.

When people see their own situation in your words, they stop scrolling and pay attention. That is how the top of your funnel fills.

When someone understands what you solve, why it matters and how their life improves, the door opens.

Only then is a sales approach worth attempting.

HEALTH Framework

Let’s get into it then, each term explained and examples provided.

It is made up of six statements that describe the situation the reader is in, shows them you understand it, have a solution for it and what they get for using it.

Hell

This part states the situation the reader is stuck in. One line. No decoration. No commas. The reader should recognise it without thinking.

It feels like a jigsaw piece clicking into place.

Examples:

• You want to get fit but you cannot make a routine stick.
• You want to sell to big companies but you do not know where to start.

A good “Hell” line is like you speaking the secret words the reader has been carrying around in their head forever.

Empathy

This shows that their struggle makes sense to you. You do not need a personal story. You need a simple acknowledgement that the difficulty is real and matters.

Examples:

• It’s so tiring when you keep trying new plans and none of them work.
• I learned this the hard way, it is not obvious or easy.

Empathy makes the message feel human instead of instructional.

Aggravation

This explains why the reader is still stuck. It’s not because they lack talent or discipline. It’s because real life gets in the way.

When you name that truth, the reader relaxes.

Examples:

• You’re stuck because life changes so often that nothing becomes a habit.
• You just don’t have time to learn new systems, the path is unclear and every wrong step feels like failure.

Aggravation gives the message its grip. It is the point where the reader feels understood rather than exposed.

Lifeline

This is the way out, in plain English. One line that cuts through the fog and shows the reader the route forward.

Examples:

• This plan gives you a routine you can follow every day without thinking.
• My course gives you the simplest path to selling to big companies.

A lifeline should sound obvious and feel easy enough to start tomorrow.

Transformation

Here, you describe who the reader becomes once they follow the lifeline. It is not a promise of greatness. It is a picture of rock solid competence.

Examples:

• Become the one who trains with confidence and keeps on going.
• You find yourself selling with calm and certainty.

Transformation gives the reader a sense of identity on the other side of the struggle.

Happy Ever After

We show life once the change has taken hold. It is not fantasy. It is the new normal they can see themselves living in.

Examples:

From then on you enjoy training and being in control of your health.

Now you walk into big company meetings knowing you can handle whatever comes your way.

This gives the story a finish that feels earned and believable.

How It Works

HEALTH works because it follows the shape of how people understand change.

• A clear problem.
• A sense of being understood.
• A reason for the stuck point.
• The way forward.
• The new you.
• A steady future.

When you use this structure in all your early messaging the right people know instantly that you are talking to them.

They see the problem clearly and why it continues. They see the path out, feel the shift and see the life that follows.

How To Use it

This is how attention works - familiarity and then novelty that feels within reach.

That is how your funnel fills with the right people rather than warm bodies.

​Once the market notices you and understands you, the selling becomes far more controlled and far less chaotic.

Use the six simple sentences to guide all your marketing and sales collateral, all your messaging and even your meeting structure.

If you want help with that stage of the journey, contact me and let’s talk.

My Udemy course takes you through the first three, foundational elements of the House of Sales.

​Watch a sample video here, all about how procurement try to ruin your life.

Or you can get ahead of your competitors for that Sales VP job by reading this: easy to read and full of simple rules that will get you promoted.

And, of course, you can email or DM me if you want to discuss coaching, consultancy or training. First call is free.