the emotional charge the visceral emotional response comes from the prospect's ability to Envision the outcome in their Mind's Eye right in their Mind's Eye that's where that emotional response comes from they have to be able to sit back right and just even if it's in a Flash picture what what it is that you're saying vague General promises are extremely difficult to Envision in your mind eye right we did this we did this once before I asked you guys maybe even twice before I'm going to ask you guys a question I want with a show of
hands I want you to show me show me who of you can can can do me a favor and draw this draw me a picture of consistent sales can you draw me a picture of consistent sales no you know maybe that may be your picture of you know of of consist that that may be yours right somebody else might have something different like somebody else might have you know a a calendar with you know sales on it so right like I I don't know like we might get a variety of first of all it's very
difficult to to picture that and the thing is is that what it what it then allows is the picture that you create in your mind if you can't even create one could be wildly different than the one that David creates in his mind and so now I'm not really the director in the mind in in your mind I'm not really the director cuz I don't know what you're Conjuring in your mind and I don't know what David's Conjuring and I don't know what James is Conjuring right and so I don't want that I want you
to have a very specific picture in your mind the picture that I know is going to get your heartbeating quicker is going to elevate your your blood pressure get you sweating get you leaning forward on your chair I need to know what that is right I'm the director of the movie playing in your mind you don't get that you don't get that imagery in the mind of the prospect when you make vague General promises the promises that you make need to be specific concrete measurable specific concrete measurable if I said to you right I want
to I'll give you an example if I said to you uh the uh um somebody uh a person somebody walked in to uh walked into the store with a gun what do you picture in your mind somebody shouted out so so John said they they walk in with an AK-47 so they walk in with an AK-47 okay somebody else some well look some somebody I have my gosh somebody are they walking into Rob The Joint like are they are they walk is it a concealed carry is it a man is it a woman is it
a criminal is it a law- buying citizen right like um there are so many that is an example of that's not specific it's not concrete therefore it's very difficult to picture in your mind's eye a lot of times your prospect won't even when they recognize I'm not sure what it is that they're talking about I'm not really sure is it a criminal is it a law-abiding citizen is it a rifle you know a long gun is it is it a handgun is it concealed is it not therefore I'm not even going to attempt to picture
it in my mind because there's a good shot that I'm going to picture the wrong thing so now I just don't picture anything in my mind then I just continue reading or consuming the story and so now that imagery has no or very little impact on me right very little impact on me and so no this idea of these generic General vague promises roll off the back of your prospect you'll feel better what do that mean man like you here's the thing to understand we're not we're not dealing in the conceptual man we're dealing with
real people that have real problems real desires and want real outcomes they don't live in the conceptual they live in the real world talk talk about real world things don't talk about right intangible Concepts right the idea of consistency or consistent sales is conceptual right if what you mean by consistent sales is you'll have a minimum of a dozen new sales every day that pop up in your inbox then say that don't say the conceptual cuz I can't picture conceptual I can't PI right like this is something that we're going to we're going to talk
about the idea of consistency is a concept people are motivated by Concepts they're motivated by actualities by reality talk in reality talk in specific tangible terms specific and concrete what I think about with specific and I'm going to talk about measurable in just a second but when I think about specific and concrete I I I think about right that everybody's going to Envision the same thing right like everybody's going to everybody is going to Envision the same thing you know what I mean like if we said you know uh you know uh whatever 60-year-old uh
60-year-old uh amazing inshape athlete walked into a 7-Eleven store with a um an AK-47 held up with a scowl on his face everybody's going to picture something very similar right and no one's going to be thinking ah that guy's a good guy law-abiding citizen he's there for a little Celsius or something no what I want you to think about is I want the promise to be tangible and not conceptual that's really what I'm talking about I'm talking about bringing it from right the conceptual to the tangible you want your promise to be specific concrete and
measurable measurable is unique and measurable brings an additional um Power quality to the promise and that what do I mean by measurable I mean that right like as the prospect I can know objectively if you fulfill on this promise or not right so I I can know objectively whether you fulfilled on this or not if I can't know objectively whether you have fulfilled on your promise then it is not measurable right so you know like if um you know I have a new system a new um time management system and my promise is um you'll
be more productive how measurable is that what are you going to use to measure that how do you know like how do you know whether you're experiencing the increase in productivity that I'm talking about or not it's not measurable right that's purely subjective like and am I referring to you'll get more stuff done on your to-do list am I am I referring to your to-do list will be more organized am I referring to you're not going to even need a to-do list anymore like it's so nebulous vague and general and intangible that it it becomes
meaningless a measurable promise is more trustworthy cuz it makes me feel like you know what Teddy gave me a measurable promise of specific outcome I can hold him accountable not necessarily one-on-one in person but I can I can see whether this company legitimately delivered on what it is that they were promising me or not but when it's not measurable I I almost feel like you are hiding behind an an a a a an unmeasurable promise that I can't prove or determine whether you've actually fulfilled on it or not not only does it roll off my
back not only does it not allow me to conjure an image in my mind not only does it not stimulate that emotion but it's not as credible for me cuz it's a great way for you as a company to hide behind this immeasurable promise that I'll have no idea whether it was fulfilled or not whereas you know Paul makes me a promise like that is absolutely measurable whether it's consciously or subconsciously I say like dang this dude put himself out there he is fully exposed cuz he told me that by this date I'm going to
have this experience right like this specific experience by this date and time I'm going to know whether he legitimately fulfilled or not right a a a financial planner who tells you I'm going to help you make more money that's their promise that's a dollar like by when what kind of money are you going to tell me to work longer are you going to give me right are you going to hire me part-time for a job like what how are you going to help me make money but you say right I'm going to uh you know
in six months from today you will have an additional million dollars of cash in your primary bank account when you follow what it is that I'm going to tell you well now man oh my gosh I I look at him as this dude's got to be legit or he wouldn't make that kind of objective measurable promise and so what you're ultimately looking for to impact prospects is specific measurable excuse me specific concrete and measurable tangible talk about real world outcomes man not this don't forget copy forget marketing forget advertising they there's a real outcome that
folks want tell them about the real outcome if you're afraid to to um to focus on that real outcome then shame on you that's the reality that's your job man
