“One time I joined an MLM, I tried to sign up my parents, and they got mad.”
“I tried to lose weight last year, had to cut out carbs, and I was miserable.”
Step #3 What is the false story they are telling themselves now that’s creating doubt about your new opportunity?
“My story is that people have to bug their friends and family to have success in network marketing.”
“My story is that I have to give up things that make me happy if I want to lose weight.”
Step #4 Now it’s your job to find an Epiphany Bridge story (usually in your own life, but it can also work if you share someone else’s story) that shows how you once had a similar belief, but because of this new story, you now have a new belief pattern, and that the old story you were telling yourself was wrong.
“I also thought I had to give up friends if I joined an MLM, but then I learned that you can actually generate leads online. The internet is full of people who want to join my program! So I can grow my team without involving my friends or family.”
“I also thought I’d have to give up things that make me happy to lose weight. But then I learned about ketosis and how I can lose weight by drinking ketones instead of cutting carbs.”
Isn’t that exciting? When I first started to understand this concept, I realized that stories are the keys to belief. If I can identify people’s false beliefs and tell stories that show them the truth, I didn’t need to “sell” them anything. The stories lead people to the right belief, and they sell themselves.
If you’ve ever heard me speak, you know I share a lot of stories. In fact, during a recent presentation, one of my friends counted how many stories I told within the first 60 minutes. I had guessed the number might be 10 or so, but the total ended up being over 50—almost one per minute! Some longer stories may take anywhere from 5–10 minutes, while others are often less than a minute.
But the key is I use a lot of stories when I am speaking. They break false beliefs and rebuild the new beliefs people need to make a change. And that is why it’s essential for you to start building up your inventory of stories. Here’s how you do it.
Step #1 List all the false beliefs your customers might have related to your new opportunity. If you struggle trying to figure them out, think about the false beliefs YOU had before you got started on this path. It’s likely your audience holds those same beliefs. I try to list at least 10, but normally my list will have 20 or more.
Step #2 What experiences might have caused those false beliefs? List an experience for each false belief on your list.
Step #3 What stories are they telling themselves now because of those experiences? It’s important to know their stories, because your new Epiphany Bridge story will replace those old stories.
Step #4 Think about your own Epiphany Bridge story for each of those false beliefs. What happened to change that belief for you? As you build out these steps for your customers, you’ll notice that you had mostly the same beliefs, experiences, and stories. So just go back in time and remember what gave you the big “aha” that shattered those beliefs for you. Make sure you have a story for each of the false beliefs. If you don’t have a personal story, it’s okay to use stories from your customers or even people in the news.
You might not use all these stories, but you should start building up an inventory of stories to use in the future. After you complete all four steps, go back and practice telling your stories using the Epiphany Bridge script from Secret #6. The better you get at telling the stories, the more effective you’ll become at persuading others, and you’ll know exactly what to say when customers bring up objections.
SECRET #10
THE 3 SECRETS
In a perfect world, you would present someone with your new opportunity, you’d know what the Big Domino was, you’d tell an Epiphany Bridge story to give them a new belief, the Big Domino would fall, and you’d have a customer or follower for life. Sometimes that does happen. One good epiphany story and they’re all in. Many times, though, once you change that big belief for them, they immediately start coming up with other concerns. This is especially true with more expensive opportunities and big life changes.
I’ve found that there are three core beliefs that come to the surface and keep someone from buying, even if they believe the new opportunity is right for them.
1. The Vehicle: other false beliefs they may have about the vehicle or new opportunity you’re presenting
2. Internal Beliefs: beliefs about their own abilities to execute on the new opportunity
3. External Beliefs: false beliefs they have about outside forces that could keep them from success; things beyond the individual’s control, such as time or the economy
So in a more complicated sale, you need to imagine what their false beliefs are related to each of these three things. The good news is that if you completed the exercise in Secret #9, you already have a huge list. You just need to put each of the false beliefs into the correct categories.
So all the false beliefs you found that are related to “the vehicle”, put them into the first column. False beliefs about their own “internal beliefs” go in the second column, and “external beliefs” into the third. Now decide which of those false beliefs is the CORE belief holding them back in each column and put it at the top.
Go ahead and do this exercise now. You’ll be using this information throughout the rest of this book.
Now that you have your list of false beliefs, you will also need an Epiphany Bridge story to go with each of them. You will be using the stories more when we get to Section Three. For now, just create the list and identify the #1 reason in each category that would keep them from taking action on your new opportunity.
Let me show you an example.
In my ClickFunnels presentation, I initially pique their curiosity by sharing my opportunity switch headline we created in Secret #4:
How to Create a 7-Figure Funnel in Less Than 30 Minutes Without Having to Hire, or Be Held Hostage by, a Tech Guy
Then my goal is to get them to believe in the Big Domino statement I created in Secret #5:
If I can make people believe that funnels are the key to online business success and are only attainable through ClickFunnels, then all other objections and concerns become irrelevant and they have to give me money.
Then I tell them my potato gun Epiphany Bridge story from Secret #8 so they have the first “aha” that they need to have a funnel, too. But as soon as I do that, the core false beliefs about the Big Domino rise to the surface.
False Belief #1 (The Vehicle) “Funnels sound cool, but I don’t understand how they would work for me.”
False Belief #2 (Internal Beliefs) “I’m sold on funnels, but I’m not technically inclined, so I don’t think I could build one.”
False Belief #3 (External Beliefs) “I think I could build a funnel, but even if I did, I don’t know how to drive traffic into it.”
Now that I have the three core false beliefs, I have to find the Epiphany Bridge stories that will break them.
False Belief #1: I don’t understand how it would work for me.
• Epiphany Bridge Stories for False Belief #1: For this, I tell them my Tony Robbins and Porter Stansberry stories showing them about modeling success, as well as my Funnel Hacking story about how we modeled the Marine-D3 funnel to build our Neuracel funnel and how they can do that with any successful funnel in their market.
False Belief #2: I’m not technical.
• Epiphany Bridge Stories for False Belief #2: I tell the story about how I used to have a big tech team build funnels that cost thousands of dollars, and how we were able to change that after we built ClickFunnels. I then show them a product demo so they see how easy it is even if they are not technical.
False Belief #3: I don’t know how to drive traffic.
• Epiphany Bridge Stories for False Belief #3: I tell them my story about how I reverse engineer from where my competitors get traffic,
so I can easily get traffic from the same places.
So I am plugging in my Epiphany Bridge stories that I created in Secret #9 that will break their core chains of false belief.
Finally, I rewrite each of those false beliefs and the stories that go with them into a “secret” that causes curiosity so people will want to listen. Curiosity is the key!
Here is how I rewrote my three core false beliefs into my three secrets.
Secret #1: Funnel Hacking How to Ethically Steal Over $1,000,000 Worth of Funnel Hacks from Your Competitors for Under $100
Secret #2: Funnel Cloning How to Clone a PROVEN Funnel (Inside of ClickFunnels) in Less Than 10 Minutes
Secret #3: My #1 Traffic Hack How to Get the Exact SAME Customers Who Are Currently Going to Your Competitors to Start Coming to Your Funnel Instead!
Now that you have all these elements, you have the foundation you need to start creating your sales presentation in Section Three. You will be plugging these three secrets into a slide that looks similar to this:
Do you see the power behind what you’ve created here?
You’ve identified the one Big Domino that will get people to believe in your message, as well as the three core false beliefs that are holding that domino up. In the presentation you will be creating in the next chapter, you’ll use stories to systematically knock down each of the beliefs holding up the Big Domino.
When all three of the core false beliefs have been knocked down, the Big Domino tumbles. When that happens, you have introduced the belief necessary for them to take action. It’s all about breaking the false belief patterns holding your prospects back and rebuilding true beliefs.
In Section Three, I’ll show you how to take these conceptual strategies and create the tactical pieces you need to make the sale.
SECTION THREE
YOUR MORAL OBLIGATION
Section One was all about creating your own mass movement. In Section Two, you learned more about how to build up your followers’ beliefs so you can introduce them to new opportunities that will change their lives. In this section, we’ll shift gears and talk about sales.
One of my mentors, Jay Abraham, said that “if you believe in the product or service you’re selling, then you have a moral obligation to try and serve your customers in every way possible.”
Often we make the mistake of thinking that because our content is so good, people will automatically follow us and pay for that information. Unfortunately, that just isn’t true. One great example of this is Inner Circle member, Justin Williams. His company flips more than 100 houses per year, netting over a million dollars. And the best part is he does it all in under five hours per week.
So Justin decided to take his expertise, create a course, and sell it. His story and the proof he had was amazing. Yet even though he tried selling it for over a year, almost no one bought the course. He was shocked, because this had changed his life and he knew it would for other people, too. He couldn’t figure out why no one would buy it. Then he and his wife, Tara, decided to join my Inner Circle to learn how to sell their program. By mastering the strategies in this section, they took this little coaching company they had almost shut down to over a million dollars within just eight months.
The term “sales” sometimes has a negative connotation. But when you layer sales on top of the strategies I’ve already shown you, this process becomes simple. I’m going to show you how to take the new opportunity and stories you’ve created and weave them into a presentation that will convert your listeners into customers.
The script you will learn over the next 6 secrets took me over 10 years to create and master. It’s now been used by hundreds of entrepreneurs just like you to sell large groups of people products and services in the shortest amount of time possible.
I still remember the first time I saw somebody sell a product onstage. They did a 90-minute presentation teaching about a concept, and then at the end they made the crowd a special offer. I watched in amazement as hundreds of people ran to the back of the room and gave this person thousands of dollars! It was so exciting and, as I was counting how many people signed up and multiplying it by his program fee, I realized that he had made over $100,000 in just 90 minutes! I knew at that moment that I HAD to master that skill.
So at my very first speaking engagement, I prepared a presentation that I knew was going to be amazing and would cause people to run to the back and sign up for my new program just like I had seen others do before me. I finally got on stage, nervously gave my presentation, and made a special offer at the end. But what happened next was shocking to me.
Crickets. No…body…moved. No one bought anything. It was so humiliating, I spent the rest of the weekend in my hotel room hiding and eating Haagen-Dazs and coconut shrimp and watching movies, because I couldn’t face the other speakers or attendees. It was a total bomb!
I was so embarrassed, I swore I’d never speak or sell from the stage again. I was going to sit behind my computer and just sell things online. But I discovered that the skills I needed to sell online were the same skills I was lacking when I spoke from the stage. So I decided to humble myself and learn. I didn’t want to learn from people who were good speakers, but rather from people who could actually SELL from their respective platforms (such as stage, teleseminars, webinars). There’s a HUGE difference between the two.
What I discovered from the best people in the business was that teaching the best content actually hurt sales. But learning how to identify, break, and rebuild false belief patterns got people to take the action they needed in order to change. I learned how to tell stories. I learned how to structure offers and so much more. Then, for three years, I stood on stages all around the world, in front of thousands of people, and tested the presentations over and over and over again. I watched closely to see which topics (in what order) would make people run to the back of the room with their credit cards in hand. I also paid attention to what slowed my sales.
Then one day I decided I was tired of traveling and leaving my family behind. So I quit speaking from the stage, despite the fact that I could bring in $250,000 or more from a single 90-minute presentation. Instead I transferred those selling skills to the online environment. I tested my script on teleseminars, and then webinars. I used it for video sales letters, Facebook Live presentations, and more.
Each time I presented using this script, I’d watch the response and make tweaks. I did it over and over again, for years. A few years ago, I started teaching this script and process to my Inner Circle members. They implemented the script in all sorts of different markets. Dozens of them have now become millionaires, using this exact same script.
It works…
It’s perfect…
It’s worth mastering if you really want to get your message to your market.
SECRET #11
THE STACK SLIDE
Before I ever start selling anything, my first step is to create an irresistible offer. This is the product I am selling at the end of my presentation. I do that with something I call the “stack slide”. This is where I stack up everything a customer gets when they decide to buy, including all the bonuses and extras.
To start this process, I normally stand in front of a white board and write down everything I could create for my dream customer to get them their desired result. I spend a few hours brainstorming everything I can think up—from providing a cool template to speed up their success to flying to their house and helping them in person! After my initial brain dump, I sit down and create the stack slide. I add in the coolest ideas from the white board that I’d be willing to deliver for the price I have in mind.
Every item on the stack slide has a value attached to it. The goal is to show that you’re giving 10 times as much value as you’re asking for in price. So if you’re selling a $97 product, you want the stack slide to add up to at least $997, preferably more. If you’re selling a product for $997, then the value needs to be at least $9,997.
Some people g
et concerned about assigning a value to each of the offer components. Think of it not as the value you’d sell it for, but the value they get from it. What will the results from each element be worth to them?
Over the years, I’ve developed six types of elements that work best in my offers.
Element #1: The Opportunity Switch Masterclass The first thing to include on your stack slide is the actual system that teaches them the new opportunity. This is what you will teach your beta group during your free masterclass. After you teach it once for free, it will be fleshed out in more detail in the actual course you’ll be selling, or it could just end up being the recordings from your beta masterclass.
Element #2: The Tools As someone participates in your masterclass, what are some tools you can give them to make the process easier for them and help them succeed? A tool can be something complex, such as software (one of the best tools), or something more simple, such as a template they need to fill in or checklists to follow.
One of my Inner Circle members, Liz Benny, sells a masterclass for people who want to become social media managers. She gives away all her contracts, so her students don’t have to hire expensive lawyers or come up with their own. While they certainly could draft their own, and she could teach them how to do that in the training, it’s more valuable to just have them already done.
Expert Secrets: The Underground Playbook for Finding Your Message, Building a Tribe, and Changing the World Page 12