Sequence of Beliefs…
Logic Chain of Beliefs…
Chain of Beliefs…
Ladder of Beliefs…
It doesn’t matter what you call it.
It’s the meta idea that’s important.
Creating marketing that affects what people NEED to BELIEVE, REALIZE and AGREE to in ADVANCE…
… BEFORE they can ACCEPT the NEED (and DESIRE) for the product or service being sold.
It’s a very simple idea — executing it is the hard part.
This is because it requires a VERY DEEP UNDERSTANDING of your market — and more specifically, the “pocket of people” (POP) within that market that represent who you want to serve and matter to most.
Right out the gate most marketers just don’t know their market well enough, let alone the specific POP who they want to do business with (and don’t want to do business with).
Your Chain of Beliefs Start & End Points
Each of us sees reality in a different way from the next person. My beliefs = my reality. Your beliefs = your reality.
We live our lives according to our beliefs. Most of us are blissfully unaware of this fact. And we have even less of a clue of how our beliefs were formed.
You watched the Liminal Thinking video in our last lesson.
We’ll talk about how to build these new realities (worlds) for your POP later. First, we have the challenging task of figuring out two things:
- What do they NEED TO BELIEVE in order for them to take the actions you need them to take, to buy (later)?
- What are the core beliefs your target POP has right now (that shapes their current reality)?
Our beliefs are what deliver direct commands to our nervous system.
Tony Robbins says that our beliefs are nothing but feelings of ABSOLUTE CERTAINTY governing our behavior.
Beliefs can limit choices and hamstring our actions.
For this reason, the real key is to always focus on the beliefs your POP are using to govern their behavior (programming) and worldview (the fundamental cognitive lens they view their world through).
Here’s a useful set of questions you should answer before we proceed:
- What do your prospects NEED TO BELIEVE in order for them to take the actions you need them to take to buy?
- What do they need to REALIZE? (The AHA moments.)
- What do they need to AGREE to in ADVANCE?
- What do you NEED TO SAY in order for them to be PRE-sold on what you will offer in the future? (By reframing their POV.)
- What do you need to say in order for them to ACCEPT the NEED for what you have?
- What do you need to say to channel their DESIRE for what you have, so that they WANT IT more than anything else?
I’m simply asking different questions that will get you to the same outcome.
Building Out Your Chain of Beliefs
Once you’ve figured out the answer to question one (remember you have to know your target POP better than they know themselves), and knowing what core beliefs they hold now, you can use deductive reasoning to nail down the things they need to believe in between in order to bridge the gap between their two worlds.
You should now have a “sequence of beliefs”. And what beliefs need to be instilled for someone to accept the need for what you have (when presented some time in the future).
The final step will be to take that chain and use inductive reasoning to lead your prospect from where they are now, to where they need to be in order for them to buy (we’ll tackle this in the next lesson).
Now let’s dissect the process so you can follow through for your own POP.
- DEDUCTIVE REASONING is (typically) the order you brainstorm and map out your chain of beliefs,
- INDUCTIVE REASONING is the order in which you deliver these belief reframes (installing the beliefs) to the person entering your Sphere of Influence.
Start With the End in Mind
Start with the end in mind, then deductively work out what would come before the end belief, and before that, and so on, until you arrive at their current worldview.
Here’s an example of this process (deductive reasoning) that Kenrick uses for a real estate listing:
- They should give me the listing (start with the end in mind).
- (So what should come just before that?)
- That I’m the perfect person to list with, obviously.
- (If they believed I was the perfect person to list with, then it would be easy for them to take that next step and BELIEVE they should give me the listing.)
- I can get the best possible price for your home.
- Prices are falling, so it’s best to sell now.
- You should sell your house because (insert why they want to sell their house).
IMPORTANT: Don’t overtly just say these things like, “the prices are falling so it’s best to sell now.” Because it could trigger their BS detector.
Use presupposition (imply or presuppose) to help (indirectly) “install” the belief. In other words, show, don’t tell:
“You know, in talking with one of my clients Joe & Mary the other day, they said to me, you know, it just seems as though everything is changing so fast. It seems like just a month ago that our house had a $25K higher value. Just in these last 90 days it seems, to have come down that much.”
Treat each belief in the following two ways:
- Use presuppositions to “install” it indirectly.
- Back up each claim with a PROOF element.
You ideally want them to come to this conclusion (belief) on their own. When they feel it’s THEIR idea (based on what you’ve said), there’s a far greater chance for the belief to be installed into their “operating system”.
It’s always BETTER to get your reader (prospect) to come to a CONCLUSION ON THEIR OWN (through the frame and context and presuppositions you’ve setup and installed).
Remember, they have to identify with a notion, and feel safe to entertain it, before they will allow themselves to become it.
VERY IMPORTANT: When you initially do this, do not mention your product or service. You’re not selling anything at this point.
Firstly, your readers SELL THEMSELVES during the process.
By setting up the chain of beliefs in the right sequence, their DESIRE will automatically be CHANNELED towards you (and your solution, when you present it LATER ON).
You’re building ATTRACTION at this point.
NEXT we use inductive reasoning to string the chain of beliefs in a way that will install and reshape the beliefs and worldviews of the people you care about serving and mattering to.
NEXT: Instilling Your Chain of Beliefs