We’re starting off Lesson 1 with the internal factors that affect sales.
This whole section, the next three lessons, are going to dial in and really go deep on the internal things that go on inside the minds of your target audience that can affect their ability to take action and buy into your clients offers. The very first pillar is belief.
If you haven’t had a chance, make sure you go and download the workbook for Unit Two. Inside, you’ll find outlines, infographics, and everything you need in order to follow along and take notes as you go, so that it sticks in your mind before you get started on the assignment at the end of each lesson. Make sure you head to the platform and download the workbook so that you’re all ready to go.
This framework is going to help you do a few things, which I addressed in the previous video. So if you didn’t have a chance to watch the second intro video, go ahead and go back and do that. It’s going to give you a really clear overview of exactly what this framework is going to enable you to do. It’s going to be life changing.
When I teach the framework, the reason I begin with the internal factors is because these three pillars take the most care, time, and effort to get the bottom of and really dial in on. Because if you cannot break through to the person internally, you’re not going to break through to them to get them to take that external action either.
For the clients sake, it’s important to start with the internal factors as well because they’ve spent so long on the offer itself, studying the features and bonuses and making the offer amazing. This helps bring them back around to their Why and their search of who they’re serving, really getting them back in the frame of mind of the target audience. It helps make their social posts, their live videos, and the content that they’re handling on there and even stronger as well.
So everything builds from what’s going on inside the hearts and the minds of the target audience. If you can’t reach them, like I said, on an emotional, internal level, you won’t be able to reach them on an external level either. That’s because what’s going on inside the target audience affects the decisions they make, the physical actions they take on the outside.
So let’s talk about belief. How does belief affect sales? Well, every pillar in this framework is going to have an action statement. The impact action statement for Belief is the idea that people act according to what they believe to be true.
Think about that for a minute. Do you act on things you don’t believe are true? No, it’s very rare to see someone doing something that goes against what they believe is true. But it happens a bazillion times a day that they act according to what they do believe is true. It happens on a subconscious as well as the conscious level.
Alright, so let’s give a practical example. I have my laptop right here in front of me on a standing desk. I believe this standing desk is going to hold my laptop up. Is this laptop important to me? You bet it is. This laptop is the brain of my business, right? It’s got all my files, all of my templates. Everything I do for my business pretty much goes through this laptop. I would not put my trust in the standing desk if I didn’t believe that it wouldn’t hold it up.
For those of us on the outside who don’t belong in the target audience, the copywriters and entrepreneurs and the business owners, we get ahead of ourselves, right? We forget that not everyone has the same beliefs we do. We assume that our target audience already believes in the offer because we do. We might know it’s what they need, because we have planned it to be that way. By we, of course I mean the business owner/entrepreneur. We tell ourselves they’re going to love it, they’re going to see the truth about it right away, and they’re going to snatch it up and buy it. How could they not?
Well, actually, how could they if they’ve never been exposed to the offer and they don’t know what to believe about it? Then why would they buy it? It’s such a good question.
You must know what beliefs the audience has before you can meet them where they are and come alongside them to disprove any false beliefs they might have. Then you can show them the truth and lead them to your client’s offer. If you don’t understand what their false beliefs are, you’re not going to be able to break them down and remove them in order to bring the truth to the forefront.
So let’s go there. Three main objectives that we’re going to tackle when we talk about the Belief pillar. As we tackle each one, one step at a time, we’ll be able to put our client’s copy on a solid framework so we can get results with minimal trial and error.
We’re about to get really nerdy, so hang on. As we go through this. I’m going to show you some examples of how I’ve gone through this with clients. I have their permission, of course, and I’m going to give you an inside look. It’s going to give you an idea of what this looks like in action. So grab your workbook, we’re going to jump right in and get to work. Click through to the next video to get started.