the second that somebody starts telling a story everybody clues in that's why those of you who've ever been to church and you're daydreaming and you have no idea what that guy up there is saying as soon as he says let me tell you a story about how this affected me and my wife you start paying attention so let's ask ourselves what are these formulas how do they work and how can we use them to get people to pay attention to us [Music] let's introduce a framework that helps you come up with the sound bites that
will help people understand how you can help them win the day and in order to do that we're going to use an ageold formula that comes from story story structure the first thing that you got to have if you want to tell a story is a character a hero has to show up on screen and that Hero has to want something they have to want something and it has to be Crystal Clear Def and defined what it is that they want when your customer can't quite understand how you can change their lives they're going to
do business with somebody else so now that we've identified what our customer wants we've got to define a problem that they are struggling with that's the next part of the framework you've got what the character wants and then you've got the problem in your marketing and messaging Strate strategy you've been hiding the gold you've been hiding the hook that catches the fish the hook that catches the fish is the problem you need to own a problem you need to own it if you own a problem you own the market now you say Don I've got
10 competitors who sell the same thing I sell let me just ask you this are they talking about the problem if they aren't talking about the problem you have an opportunity to dominate all 10 competitors that's the only reason people separate with their money they only separate with their money they only place orders to solve a problem so we've got to get the language right when we're talking about our customers problem all right the next thing that we've got to do now that we've talked about the problem we got to position ourselves as the guide
in their story they are the hero who has a problem we are the guide helping them win the day what do I mean by guide in stories you have heroic characters trying to win the day and then you have guide characters trying to help them Luke Skywalker is a hero Obi-Wan Kenobi is a god when it comes to doing business people are not looking for another hero they're looking for a guide they're looking for somebody to enter into their story and help them win they are not looking for another hero how do you position yourself
as a guide I want you to demonstrate with words that you care about your customer if you are struggling with this we feel your pain we understand we care about you the next thing that you need to do to position yourself as a guide is come up with sound bites that demonstrate competency that I feel your pain and I understand your pain and I know what I'm doing when it comes to get you out my product will solve your problem full stop period we borrow your confidence that your solution actually works so you've got to
have empathy a giant loving heart toward your customer and big old muscles to solve their problem that's what we need from you and your product empathy and Authority the next thing that we need I need a plan I need because I really want to buy your product now however it's complicated it's confusing I'm a little bit scared I might lose my money so what I want you to do is I want you to give me a three-step plan what you'll find is that three-step plan those three baby steps that you give them dramatically increase the
amount of Engagement that you get because they don't have to predict the future they know the future is step one step two step three the next thing that you need is a call to action you need to tell the customer it is time to do business together and you need to be bold in your call to action don't say learn more say buy now say schedule a call ask them directly for the money you got to challenge them and say it is time to buy and the two or sound bites that we need need are
going to complete the story now these are called stakes in a story what can be one or Lost based on whether or not I buy your product we need a sound bite that lets everybody know exactly what's going to happen if they buy your product you need to give me a vision of a better future the next sound bite that you need is the the opposite of the success you need a failure sound bite you need the sound bite that tells me what horrible no good thing is going to happen if I don't buy your
product and so we would actually say your life could look really wonderful but it does not your life could look really great but it doesn't it looks like this remind people of what how terrible their life looks without solving the the problem that you solve and how great life looks if it does let me summarize exactly what these sound bites are the first sound bite I need a sound bite that defines what your customers want give me very short simple language two what problem is your customer experiencing I actually need internal external and philosophical so
three sound bites on that I need you to position yourself as the guide that the hero trusts to help them solve their problem which is an empathy sound bite and an authority or competency Sound by next I need you to create a clear three-step plan that will help me win the day then call me to action if you are struggling with X buying why is The Right Move would you like to buy it and then give me two more sound bites explain what life will look like if I solve the problem and explain what life
will look like if I don't these sound bites have worked for 2,500 years to compel a human brain and they are going to work to make people interested in your business or your products
