Notes
Knowledge, concepts, and frameworks
Branding
Your vision and anti-vision are the frame of your brand. They are the boundaries of your “niche.”_
Articulating the Work
- "You know how a lot of … do …? Well, we do it __ way instead."
14-Step Sales Letter
When writing a sales letter or video script to sell your product or service, you can follow this proven 14-step formula to convert more people into customers. This formula can be adapted to suit other types of content as well.
3 Magic Words
People often make the mistake in their marketing of emphasizing features rather than benefits. But remember that the customer is always thinking, _“What’s in it for me?”_
Biology is King
You can’t make someone desire something; you can only channel a pre-existing desire towards a means of satisfying it.
Breaking False Beliefs
What are the biggest misconceptions or false beliefs people have about your niche or area of expertise? Beliefs determine our actions, so as a leader who wants to help people head in a better direction, it's important to learn how to shift people's beliefs.
Business
Branding Ideal Client Avatar and Ideal Client Persona My POV, Articulating the Work, and Marketing the Message The Two Sides and Niching Questionnaire
Cognitive Ease
One of the keys to persuasive writing and speaking is to reduce the cognitive effort required to understand what you're saying. Studies show that the average adult reads at about a 7th grade level, so don't try to be fancy or sophisticated in your communication. (The text on this
Compare the Alternatives
One way to more clearly explain the value of something is to show it in relation to the alternatives. By highlighting the disadvantages of another path, you can make the advantages of your path more clear in the prospect's mind.
Compounding Consequences
What is perceived as “small” or insignificant often stays out of our awareness (and therefore goes unaddressed). But it is these seemingly small things that compound over time to create the major outcomes in our lives. By helping someone to see the true significance of these smal
Conversion Codes
Below are some ideas to make persuasive content. This is a good mix of 0. Psychology MOC, Business, and Life Map 1.
Create Urgency
_Parkinson’s Law_ says that work expands to fill the time allotted for it. Similarly, a state of indecision tends to exist for the amount of time we allow. In other words, decisions get made when there is a strict deadline for making them. If you have a month to make a decision,
Curiosity Gap
The curiosity gap is the space between the information we're initially given and the promised or implied information yet to come. By highlighting this gap, you can make people far more likely to stick around and hear what you have to say.
Defy Conventional Wisdom
The conventional way is the boring way. People have been there and done that. They want a new path, something they haven't considered before. Offer ideas that go against the grain and people's ears will perk up to listen.
Elephant in the Room
What's something about your industry or niche that many people are afraid to talk about? Maybe it’s something people do that you strongly disagree with, or a path many people take that results in unnecessary struggle. Give your opinion on it. The more controversial, the better.
Evoke their Desire
Homeostasis is what we all unconsciously strive to maintain. In other words, we don't typically change or take new actions unless we feel that we must do so.
Familiarity Factor
Familiarity Bias: _a cognitive bias that causes people to favor information or items that are familiar to them._
Foundational Principles
What are the foundational principles of what you teach, the things that never change, always hold true, and will stand the test of time?
Get them Nodding
The big “YES” — to buy your product or service — will be preceded by many smaller “yes’s” in the prospect’s mind.
Have Your Cake and Eat it Too
Often people limit themselves by thinking they have to sacrifice one thing for another, when in fact they can have both things. Creating a strategy to help people achieve that balance will make your solutions more desirable.
Hidden Problem
In your content, it’s important to provide insight, not just information. In other words, help people see things in new ways and come to realizations they’ve never had before.
How to Get Famous
If you want to become widely recognized and renowned for your knowledge and wisdom, you should be sure to include some key elements when presenting your theories to others. Follow these general guidelines when presenting your ideas:
Make it a Method
To make your ideas more unique and also create valuable intellectual property that positions you as a true expert in your field, you should “make methods” out of your knowledge when possible.
Marketing the Message
- Fill in the blanks: "The best way to achieve (goal) is ___ (approach)."
Natural Law Metaphors
The mind is associative. It understands things by comparing them with something else. Complex concepts can be made easier to understand by using metaphors and analogies. This “paints the picture” in a person’s mind and helps them better understand the point you’re trying to conve
Overcoming Skepticism
Humans are skeptical creatures (probably for good reason). When strangers on the internet hear your message, most are silently saying to themselves, "And why should I believe you?"
Paint Mental Pictures
_Persuasion is the art of getting people to convince themselves._ No one is convinced solely by external influence. Information from the outside world comes into our mind and is then interpreted both consciously and unconsciously. This interpretation creates a series of mental pi
Person A vs Person B
Teach a lesson or illustrate the benefits of a taking a certain path by comparing two people and the different ways they might approach a problem, i.e “person A” and “person B” — where one person makes choices that lead to success and the other makes choices that lead to struggle
Price Anchoring
Price anchoring is a psychological strategy designed to reduce the perceived cost of your product by comparing it with something more expensive. The idea is that when the mind is exposed to a large number, other numbers seem small in comparison.
Put a Fence Around it
When presenting your ideas, try to “put a fence around” them. When people hear you speak about a concept, they’ll want to compare it to something they already know. They’ll think, _“Oh, so this is just like [insert theory someone else is already known for].”_ You don’t want peopl
Relatable Struggle
The more people feel understood, the more they'll trust you to solve their problems. Don't brush over the negatives. Talk about them directly. Share stories about how you've struggled because your audience is likely struggling with the same things.
Speed and Ease
Humans are "lazy" by nature. It's biology. We want to conserve energy whenever possible because back in the caveman days it gave us the best chance at survival.
Symptoms before Solutions
Speak to symptoms first, not problems or solutions.
The Cost of Inaction
People generally don’t change unless the pain of remaining the same becomes very apparent or uncomfortable. Describing the cost of inaction is a great way to motivate someone to make a much-needed change in their life.
The Great Paradox
Often, the answers to our problems are the opposite of what we’d expect. Sometimes the solution is a paradox and the complete opposite of what we would naturally think.
The Hero's Journey
Storytelling is a foundational skill for all leaders who want their message to cut through the noise and get right to their audience's hearts. “The Hero’s Journey” is a tested and proven storytelling framework that is used in almost every successful Hollywood movie. Using it in y
The Opportunity Switch
In his book Expert Secrets, Russell Brunson talks about the difference between an "improvement" offer and a "new opportunity." An improvement offer is when you help someone do what they're already doing, but do it better. A new opportunity is when you help someone pivot from one
The Two Sides
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Three Steps to Selling
1. Step up the love 1. Selling is service 2. Enter conversations already going on with your customers 1. “People buy from/listen to/learn from you when they feel understood by you, not when they understand you”
Three Ways to Grow Business
1. Know your ideal customer
Visual Frameworks
Turning your ideas into visual frameworks creates curiosity, keeps attention, and facilitates deeper learning. "Show, don't tell" is a basic principle of persuasion that you should always keep in mind.