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Every story is about a journey either toward pleasure or away from pain.
There are four core desires that drive most heroes:
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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 momen...
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 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 markete...
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 storytell...
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 transf...
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 eas...
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.
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...
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 jo...
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
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 or...
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.
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 ...
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 acco...
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 tha...
Knowledge is knowing a tomato is a fruit; Wisdom is not putting it in a fruit salad.
Understand your customer, and build your marketing framework.
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