What is Chocolate Broccoli?

(Seriously, don’t Google it.)

I once read that Henry Ford said if he’d asked his customers what they wanted, they would’ve said, “a faster horse.”

I bet every business owner has faced this dilemma: what your customers ask for isn’t always the solution they need.

That’s where Chocolate Broccoli comes in.

You know your clients need broccoli for a healthier outcome, but:

• They don’t want to be healthy
• It tastes bad
• They want chocolate

You have two options:

• Give them the chocolate, even though you know it won’t solve their problem
• Offer the broccoli and risk losing them

Or, hear me out… cover the broccoli in chocolate.

It may not be the most elegant solution, but it gets the job done.

Most people come to me asking for a website redesign, which often means a modernized look and fresh branding.

But when we dig deeper during our discovery call, I often find they’re missing one or more key elements:

• Generating traffic
• Converting traffic
• Keeping visitors engaged

None of these are purely about looks. But let’s face it, revamping the design is more appealing than tweaking the copy or adjusting SEO.

So, my proposal typically includes a redesign, yes—but also a full strategy overhaul: ads, SEO, funnels, the works. Because while businesses come for the chocolate, what they really need is a little bit of broccoli.

Now the question is: how can you package your services to sell Chocolate Broccoli?