To create a movement, you need 3 things:
The expert offers someone a new opportunity and then guides them to a result with a future-based cause.
The 5 phases to become an expert:
1. The Dreamer: Fascination + Mastery = Passion
2. Reporter: learn everything about your topic from multiple points of view
3. Framework Creator: identify patterns for success and build your own frameworks to help facilitate that success for others. Your product is likely just a piece of that framework
4. Servant: test your framework on yourself first and then on others to perfect it and ensure it produces the same (or better) results
5. Expert Guide: start leading others to their destination. Your results are your certification
1. Create your framework hypothesis: make a bullet list that you would want to teach yourself before you began this journey. Organize it into an outline in an order that makes sense
2. Test your framework hypothesis on yourself
3. Give your framework a proprietary name: give it an easy name so people can remember the process by the name itself
4. Create a description: “(Framework name) My X-step framework/system/process) for (result).”
People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.
Step #0—Introduce the framework
Tell the audience the name and description of your framework
Step #1—Share how you either learned it (your knowledge) or earned it (through your experiences)
Step #2—Share the strategy (the what you do)
Give the outline of the framework.
Step #3—Teach the tactics (the how you do it)
This is where most of the content is taught.
Step #4—Show them how it works for others
Showing them that it didn’t just work for you, but it also worked for people just like them, is the key to getting them to believe in your framework.
The 3 core markets or desires that every product is marketed through:
When people purchase a product or service, they’re hoping to get a certain result in one of these three areas of their lives.
Many products can be marketed toward getting a result in more than one desire, but your marketing message can focus only on one of them.
Factors that elevate status:
Step #1: What is the result your dream customers are trying to achieve?
Create a new way for your dream customers to achieve their desired results
Step #2: What is the“vehicle” they are currently using to try to get that result?
Write down all the other vehicles that your dream customers have been using (without success).
Step #3—The Opportunity Switch
Provide an entirely new vehicle for your dream customers to get to their desired result
Step #4—The Opportunity Stack
You should offer only one opportunity switch (new opportunity).
Our job as an expert and guide for our audience is to help cast a vision for what is possible and bring our people to higher ground, to move them from where they are to where they want to be.
Your job as the expert is to guide your dream customers on a journey of both achievement and transformation.
Step #1: Launch Your “Platform” to Be Your Dream Customer’s Guide to the Result
Step #2: Give Them an Identity Shift
Step #3: Create Milestone Awards (Journey of Achievement)
Step #4: Unite with a Social Mission (Journey of Transformation)
Your goal isn’t to try to sell anyone anything. Your goal is to guide them to their own decision.
Epiphany Bridge: a story that takes people through the emotional experience that got you excited about the new opportunity you’re presenting. Your epiphany is the aha moment when you learned about your new opportunity
You have to step away from the technobabble, meet your dream customers where they are, and help them feel the emotion you felt when you had your epiphany so they can move with you.
The plot of every good story has three simple elements:
In order for the character to go on a journey to achieve his desire, he has to separate from his ordinary world.
During this separation, it’s essential that the storyteller gets the audience to care about the hero. We do this through two things:
We build rapport with the hero by giving our hero at least two of the following things:
A victim of some outside force, so we want to root for them
Every story is about a journey either toward pleasure or away from pain.
There are four core desires that drive most heroes:
The villain’s role in the story helps us root for the hero to achieve his desire.
The villain can be a person, or it could also be a false belief system. Our job is to vilify the belief system and defeat it so we can give our audience the truth.
We are all rooting for the hero to accomplish this journey. While this journey is what drives the story forward, it’s the second journey that matters the most. In fact, in many stories, the hero never actually achieves their end desire.
Or if they do, they give it up for the real transformational journey that they’ve been on throughout the story.
As the hero finally ends their journey, they’re transformed into a new person.
Sometimes heroes get what they have been trying to achieve throughout the story, and oftentimes they don’t.
This is the hero’s second journey. Who have they become and how have they evolved? This journey is the death of their old identity and their rebirth as a new person. This invisible journey is the real journey that our hero has been on the whole time.
Our only real goal in any of our marketing is to identify the false beliefs and false stories our customers are telling themselves—the ones that are keeping them from success—and to rewrite these stories inside their minds.
The 4 core stories to break false beliefs:
1. Your origin story with the new opportunity. This is the Epiphany Bridge story that tells how you discovered your new opportunity
2. Vehicle framework story (how you learned or earned it).
3. Internal beliefs story.
4. External beliefs story.
1. Chains of false belief. List all the false beliefs your customers might have related to your new opportunity, followed by the vehicle frameworks, their internal false beliefs, and their external false beliefs
2. Experiences. Next to each false belief that you listed, write out what type of experience they may have gone through that gave them that false belief
3. Stories. Next to each experience, write down the story that the experience created in their mind
4. New Epiphany Bridges. Think about your own Epiphany Bridge story for each of these false beliefs
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