Make sure you watch this video thoroughly. Then next is a (brilliant) presentation by Rich Schefren.
The two videos will frame and complete what we’ve spoken about so far. It’s only by exposing your mind to different angles of the same concept that you get to form your own opinion about it.
Having your own opinion helps you OWN the METHOD.
You’ve also got my notes under the video to help when you need to reference the material at a later stage.
Cliff Notes
[1:34] – The Logic Chain — ASK: What do these prospects need to believe to buy?
[3:34] – Questions for establishing beliefs:
- What do they need to believe about you?
- What do they need to believe about themselves?
- Do they believe they’ve got the technical skills, the budget, time, and know-how?
- What do they need to believe about your product/service (offer)?
[6:20] – Presenting your “Sales Argument” is all about selling the prospect emotionally and logically on your core idea. Create a buy-in.
[8:02] – The flaw of using just benefits is that regardless of how many benefits, promises, and claims you dump out at a reader — nobody buys without belief. The higher the belief, the higher the response.
[9:49] – Pre-selling education-based content is about educating the prospect in a way that creates the beliefs in their mind that they need to have.
[13:36] – The 5-word master secret for beating clutter, opening the sale, and achieving breakthrough results, according to Gary Bencivenga?
[14:23] – The reason why people will go through Todd’s funnel and love it, is because it has the perception of value from the education-based content.
[15:16] – Think like a prosecutor: if you were prosecuting a criminal, by the time you make your closing arguments, the jury needs to believe that the criminal is guilty.
- You make a claim, you back it up with proof, and you establish a belief.
- Example: How to sell Facebook as a viable advertising medium to pizzeria owners.
[24:55] – Proof is the most prized element.
- Because the market as a whole is very skeptical.
- Your prospects are looking for proof to determine whether what you say is a claim or fact.
[27:08] – You have to prove everything beyond a reasonable doubt. The healthiest perspective to have is that your prospects don’t believe anything you’re saying.
[27:53] – Use different types of proofs ( logical, anecdotal, social, and demonstrative) to satisfy different kinds of sceptics.
[28:38] – Give a dramatic demonstration. Whenever you can, show the proof to your prospects.
[29:00] – Examples of dramatic demonstration to prove what you’re saying with or without a physical product.
[36:00] – The power of reason WHY: you cannot talk about proof without reason why.
[36:14] – Explain the unique mechanism: What is the unique part of your product or service that delivers the end result better than anything else they might have tried, or considered trying?
[38:22] – The power of candor: candor has an impact on prospects.
The 9-Agreement Progressive Sequence from Dan Kennedy
There are certain beliefs that the prospects need to agree to:
- [39:23] – 1. Possibility — don’t assume that your prospects agree.
- [40:40] – 2. Beneficial Nature — must be sufficient to move prospects to action.
- [43:31] – 3. Attainability — practicality compared to a possibility.
- [44:21] – 4. Personal Attainability — diversity of testimonials.
- [45:29] – 5. Reasons Prior Failures Not Their Fault — showing your system is profoundly different.
- [49:29] – 6. Personal Beneficial Nature — provide a reason why taking action makes sense for them.
- [50:12] – 7. Advantageous or Urgent Timing — specific reason/s why now is the optimal time.
- [51:06] – 8. Personal Advantageous or Urgent Timing — overcome reasons why they might think now is not the ideal time for them.
- [52:10] – 9. Personal Appropriateness —
why this IS for them.
[52:48] – Screenshots from a funnel that has been generating new customers every single day from cold traffic for several months.
[54:08] – Two things Todd Brown learned from Bryan and Scott’s launch.
[60:41] – Frankenstein funnel – you’ll look at other marketers’ funnels and piece it together. You can’t piecemeal your funnel together.
NEXT: Channeling Desire Through Beliefs (Rich Schefren)