Welcome back! We’re gonna jump into the third and final pillar of the first section of the Written Results Framework.
So over the last couple of lessons, we’ve covered Belief as the first pillar. Belief, meaning we’re gonna identify those false beliefs that they have so that we can break them down and fill in that gap with truth.
We also went over Identity, meaning the things that they think about themselves, and their own ability to do what needs to be done to get results.
We’ve worked on what those false misconceptions are that they have about themselves, so that we can show them they really are the right person for the client’s offer.
Today, we’re going to talk about something that’s so, so important. So the third internal factor, the final one of the Written Results Framework, and it is Release.
So I want to start off with a story. I don’t know about you guys, but when I was in middle school, we read the book Where the Red Fern Grows by Wilson Rawls. It’s always been a favorite of mine, and if you’ve never read it, I highly recommend it.
So the book itself is about a young boy named Billy, he’s 12 years old, and his greatest wish in the world was to own a couple of coonhounds so that he can go Coon hunting. He manages to do enough odd jobs, scrape up the money, bring home the coonhounds, and the only problem is, they’re not trained. What he really needs in order to be able to train them is a coonskin, so he has to go out and trap a coon.
His grandfather gives him a piece of advice and says, “If you do this, you will get that wily old coon that you’ve been chasing without having to shoot it or chase it all night.”
He said, “Go drill a hole in an old fallen log, place a shiny piece of tin inside the hole, and then drive nails at an angle around the opening.”
Well, he’s not super sure how it’s gonna work, but he does what his grandpa says. And later that night, when he goes to check the trap, he finds a massive Coon standing on the old log, clutching that piece of tin in his little fist. And instead of dropping it and running away, like he would have expected, the raccoon refuses to give up it’s priced remaining on top of the log. And ultimately, it pays the price for refusing to drop the tin and becomes a training piece for those two puppies.
The trap had done its job, and Billy had his coonskin to train his hounds. According to the book, he never used that kind of trap again. Now that he understood about raccoons that they just cannot give up a shiny object, it really just felt not very sportsmanlike because the raccoon physically could not let go. It couldn’t move forward. It couldn’t escape and ended up becoming the coonskin that was used to train dogs. This poor raccoon, right? Just not a great story.
But such a good illustration. We look at it, we think, “Oh, if only I had known. If only it had the presence of mind to just drop the tin and run away, Billy could have never caught it. He can’t climb trees like a raccoon can.”
But guess what? We have to be careful not to point fingers too hard at that raccoon when the truth is, people are just like that, too. We humans have a tendency to hold on tight to what we have, even if it’s not really working for us. Because letting go feels risky and that feels unsafe. We will willingly stay in the familiar pain of what we already know over leaving it behind and stepping forward into something new that we need.
The people in our clients’ target audiences are the same way. The client offers the solution that they’re looking for. But they’re hanging on so tightly to what they have and what they’ve tried. They don’t have a hand free to grab on to what really works.
It’s our job as sales conversion copywriters to give them the permission to let go. That’s why the third pillar in this framework is Release. And the impact statement goes like this: People can’t grab the one thing they need if their hands are already full.
So whether it’s a failed business or a failed relationship, letting go of what’s not working is a vital step, then being able to move them into what will. Yeah, we all know it’s easier said than done.
So how do we get our clients’ audiences to release what’s holding them back?
Well, we first have to understand and acknowledge that our client’s offer probably isn’t the only thing they’ve tried. In fact, unless they’re total newbies to the problem, they’ve probably been through several solutions that didn’t work. Like the raccoon, they’ve been guilty of grabbing on to whatever shiny object they could find. And even when it doesn’t work, it slowly starts to break them down. They’ve been burned enough already, and they shift into emotions.
We really have to help them deal with doubt and blame. Go ahead and click through to the next video, and I’ll tell you more about what I mean about doubt and blame.