dude sorry why are you talking to me about the world's most expensive bed who on Earth is gonna spend dollars and how do you justify that it has so much psychological triggers it's like a Minefield of persuasion and justification [Music] this is the most expensive bed in the world one of these bad boys will run you over 400 000 US Dollars celebrities like Drake Brad Pitt Angelina Jolie and Tom Cruise all have one of these and it's called vividus so what makes this bed so expensive well first up it's made by a Swedish company called
Hastings and they have been making beds for over a hundred and seventy years and their beds range anywhere from 10 000 USD all the way up to 400 000 US Dollars which is over 580 000 Australian dollars or half a million dollars and these beds are made to last 50 to 100 years they're made from all natural materials and fibers including real horse hair wool cotton and flax and Hastings will even send a team of people to your house three to four times per year just to flip your mattress Greg says the bedroom is where
I come to decompress from the world at the end of overnight and where I opened my eyes to seize the day so you might be thinking like dude Sudbury why are you talking to me about the world's most expensive bed well it's not only the most expensive bed in the world but it's also the best and today I'm going to be dissecting a master class in story copy and how they're really put together a vsl and how to justify people to spend over four hundred thousand dollars on a bed and right now you're probably thinking
like who on Earth is going to spend four hundred thousand dollars and how do you justify that well I'm going to show you exactly we'd like this e-commerce vsl that they've put together and this thing is over 12 years old and it has so much psychological triggers it's like a Minefield of persuasion and justification because people buy off emotion and then they justify it with logic and I'm gonna show you how Hastings has masterfully put together a vsl that hits on all of those little trigger points and then justifies the purchase so let me roll
it now and I'll break it down each different step and I'll show you all the little elements that they've used and little triggers that they've used and the way that they're kind of peppering in the validation of somebody spending such an enormous amount of money on a bed this company has been around since 1852 with one single idea in focus no actually it isn't just an idea it's a passion a passion that has made hestones march to their own drummer for five generations and made a company number one in the world when it comes to
building beds by hand from natural materials alright so this just starts off you might be saying like Okay sorry there's nothing really crazy here it's this dude with this deep European voice telling me about the history of the company and so it's obviously peppering in what's going on you can see up on screen like what's all this fabric that's coming out this is the real horse head that's kind of coming out but I'm going to skip ahead to the two minute Mark and basically show you where the persuasion starts to come in and the justification
of this purchase you spend 25 years of your life sleeping a third of your time here on Earth everything we do at hestones is about turning that important third of your life into something other than a sweaty stressful transport between the bedside lamp and the alarm clock alright straight away there we go you spend one third of your life in bed and then hitting on the pain points you don't want it to be like stressed out experience where it's sweaty you're reaching for the alarm clock they're justifying it with just a sheer amount of time
that you are actually going to spend in a bed and then now they're going to start to weave in and pepper in even more justification it should be something that does you good something you long for and enjoy you see a good quality of sleep makes for a good quality of life a good quality of sleep makes up a good quality of your life and that's a true statement but it would be easy just to talk about the springs and how many layers of different fabric there is in there or talk about the bed sizes
but no we're really peeling back the onion here and we're talking about the end benefit of the end benefit the better your nights are the better your days would be your sleep affects your immune system your healing ability your temper your memory your Fitness your learning ability we've gone from just improving the quality of your sleep and we've moved beyond that to just improving the overall quality of your life your immune system your ability for your body to heal itself your memory all of these other benefits that are stemming from the actual vehicle that they're
providing which is better sleep even your aging process slows down boom your aging process slows down another big big point if you think about like okay who are the people that are going to be spending 100 200 300 400k on a bed they're probably going to be later on in life they're probably going to be concerned about their aging they're just layering one thing at a time in terms of justifying the purchase and justifying the purchase price we're not going to be talking about the price of it but they already know what the price is
so by talking about slowing down the aging process reducing the number of wrinkles that you get we thought that we were just learning about beds now we're talking about the quality of our life our immune system our aging process it just builds and builds and builds this is for a long healthy life of course we can't promise that you'll sleep better in a hestones but we've done everything to ensure that you will and that's a promise your bed is even that at this point the hype is starting to build talking about all the benefits and
then they come around and kind of have it a damaging emission of course we can't guarantee better sleep in our bed so you know that I talk a lot about guarantees in marketing and specifically when to use them how to use them and how to really make your Market a Godfather offer but there's also power in something like this where it's almost you're mentioning and damaging a mission and then you're really showing all the efforts that you go into really being able to guarantee something that you can't guarantee for bed is the most important piece
of furniture in your life isn't that worth investing in so they're justifying the purchase by even comparing and contrasting it to other items in your house and telling you that your bed is going to be the most important piece of furniture in your entire home isn't that worth investing in compare how much money you spend on your waking time and how little on your sleeping time your dream time you probably pay more for parking your car than for sleeping well there we go again another comparison and contrast where they're literally are saying compare how much
that you spend on your waking time compared to your sleeping time you probably spend more on car parking what a phenomenal comparison people hate paying for parking and if you have a look at what you pay per parking per day and you have a look at that over the course of the year it's just a great thing to reduce it down to the ridiculous to compare that and to get even more contrast to really justify the purchase after all these years we haven't found anything that beats pure natural horse hair in the mattress washed steamed
treated and cleaned so that it's totally free from any allergy forming substances okay now only now we are three and a half minutes and then nine minute vsl almost a 10 minute vsl and we haven't really started talking about any features of the product at all only right now almost at the halfway mark of the vsl do we start discussing product features and you'll notice that Straight Out The Gate he's starting to Pepper in what their unique mechanism is what makes this product different what makes it new and unique from all the other Alternatives that
exist on the marketplace because beds are a commodity so you're not just coming out and talking about Springs or anything like that Straight Out The Gate they're talking about they have never found anything that's as high quality as this certain element that they're using in their bed so I'll keep rolling it and we're about to unpack even more horse hair is also Nature's Own air conditioning each hair is a little tube that transports away moisture and brings in fresh air fantastic analogy so they use real horse hair and they don't stop there each strand of
hair is like a tube that transports moisture and brings in air it's a mental object for your brain to kind of wrap around how the benefits of horsehair would even work in the product medieval knights used shirts made from horse hair under their Armory it not only helped ventilate but due to its strength it also hindered enemy swords from penetrating the clean wall is another ingredient that works as Nature's Own climate regulator ever since Antiquity man has known about the Fantastic ability of wool to keep you warm when it's cold and cool when it's hot
you feel comfortable always in the right temperature again appealing to both sides of the market to keep you cool when it's hot and also warm when it's cold where they obviously understand the different parts of the market where you're a hot sleeper a cold sleeper and this talks about just keeping it completely perfect temperature regardless of what the temperature environment is that you're sleeping in both wool and horse hair has been used to enhance sleeping since the days of Cleopatra [Music] flax too has beautified human life for centuries now you'll see like he's talking about
Knights and Cleopatra this is the great storytelling mechanism he's bringing a lot of history and enchanting that story and talking about hey this isn't just like some recent Obsession that people have been like infatuated with their sleep no no like this has been happening since there were nights and since Cleopatra existed besides being enormously durable and flexible it conducts away static electricity synthetic materials charge static electricity but Flex discharges it there we go again so now we're also comparing against other products that are in the marketplace saying that by using flax that basically is not
a conductor of static electricity where if you use synthetic fibers which guess what most beds are made out of is that they actually conduct static electricity and then they're going to further go on to build their case around how you don't want a bed that has that to then further justifying the high price point that's one reason there is a flex mat between the spring systems in a heston's bed sure we want you to recharge your energy but that should be your life energy not static electricity hestones is the only bed maker that has achieved
the honor and the right of being purveyor to the Royal Court of Sweden and hestons is the only bed maker whose every model has achieved the right to carry the spawn and sign means that they are not in any way a burden to the environment building more social proof throughout saying it's the only bed to be endorsed by the Royal Swedish family neither when they are made nor once they've done their job whenever that is still no one knows how old the heston's bed can become there are actually around 1 000 swedes still sleeping well
in Heston beds there are more than 50 years old it goes without saying that a product made from nature nature is happy to take back now we start talking about the longevity of the product saying that there are over 1 000 swedes who own Hastings bed that they've been sleeping in for more than 50 years just kind of saying and talking about the lifespan of the actual product without directly saying hey like this bed's Gonna Last you 50 years hestones is also the only bed maker that has got all its models approved according to a
good text 100. 12 different research institutes in Europe stand behind a good x 100 and they often dismantle a product all the way down to the molecular level neither svonne and nor Architects could find any chemicals whatsoever that might be harmful to your health perfect example of really expanding out on a corner piece of copy it would be easy to say okay this bed has been certified by XYZ they don't stop there they take it one step further by really pulling back the onion even further and saying no that there are 12 independent bodies that
vet that certification and expanding on and then they look for these chemicals and they look for this all of that just adds a lot of believability and adds a lot of depth to your claims we're talking about something that is quite difficult to make claims around so what they have chosen to do is actually talk about the extensiveness of that certification and what goes into actually getting that certification for their mattresses of course they couldn't everything in a hairston's bed is there to promote your health and hestons is the only bed maker whose every model
has met with mobile factors highest quality standards the Heston beds have been subjected to a treatment that is many times worse than if you and your kids were to use it daily as a trampoline but we didn't stop at that we ourselves have tortured the beds with more cruelty than anybody else just to make sure that they will stay in shape whatever you do in your bed we have driven a car over it back and forth time after time we have even dragged it behind a car on a dirt road with a soft side down
after a full kilometer it was still intact demonstrable product benefits and really showing that like you know not only we tested this but really not leaving anything to that person's imagination to think okay I wonder how they've tested it talking about like we've driven a car over it multiple times that your children can jump on it as a trampoline not only that we have attached the mattress to the back of the car and then driven it along a road for over a kilometer and the whole thing is still intact it's just using this extreme analogies
and storytelling to Showcase how well this product is made now you understand how we can guarantee the frame and the springs in your Heston bed for at least 25 years we are five generations who have built beds for 150 years you get to learn a few things in that time and you probably realize that a hestones cannot be a cheap bed to buy but since you can count on it enhancing your Knights for 25 years it's a bargain there we go alright so at this point of the pitch where it was 75 of the way
in we're obviously thinking like I wonder how much this bed is like the royal family is using it they've been making these things for over 150 years of using all natural materials horse hair like this thing is indestructible it comes with a 25-year structural guarantee you're thinking okay this isn't going to be cheap and it just comes straight out and says it like this isn't going to be a cheap bed but it is an absolute bargain based on the benefits that you get so we're seating in value we're sitting in price and we're building the
status associated with a purchase like this add to that the bonus of joy and health you get out of it how much is great sleep worth [Music] asking a great question how much is great sleep worth considering all the health benefits that you get as a result of it not telling you that it's worth it just asking having you arrive at that destination yourself as if you are rather than just screaming at you because don't get it twisted this is a pull sale it's not a push sale once you get to this kind of category
of product cost it's no longer about pushing the product it's about pulling people in and having them buy into the story and then being able to really make that emotional purchase and then justify that using logic and that's why the storytelling component is so good because emotionally you get so bought into the message that they're really propelling here and then they're also giving you the ammunition to be able to justify that purchase with logic pillow also plays an important role for your sound sleep to make sure that not only your body but also your head
gets the right kind of rest we make the pillows ourselves nothing synthetic here either nothing but pure down is good enough pure natural down so look I'm not going to play the entire vsl but realistically any business selling anything can really model and adapt this whole storytelling mechanism within their own business because one thing is for certain the cost of traffic is going to keep going up the competition online is going to keep getting more and more Fierce and the thing that you don't want to be looking at is how do I get an advantage
in the ads manager whether that's on Google or it's on Facebook or Tick Tock or whatever the ad platforms are going to really arise as the winners over the next five to ten years the thing that you really want to be focused on is storytelling look at the biggest companies in the world whether it's apple or Tesla or Disney and you'll have a look and you'll see an integral center part of all of those businesses is storytelling and not only the story and telling that they tell to the marketplace to talk talk about their products
and the overall mission and vision of their company but also the stories within those companies that they tell to their team members and in getting everyone aligned around a central idea and then selling that idea and storytelling I believe is the most under indexed thing that business owners have on their mind that can really give them the most dividends for many many years to come and you should be really thinking about from your ads to your landing pages to your team onboarding to the way that you interview people is how is storytelling an integral part
to that because if you're buying attention online and you're spending the same CPM cost as the next guy and as the next girl then what really makes the difference if the cost of attention is the cost of attention it's the value that you can actually flip that attention and what conversions that you can get off the back of that and this is not about putting really high P words and buzzwords in headlines and using templates or using chat GPT or any of those kind of things you it's really about fundamentally understanding your prospect and then
compelling them through story and emotional story and taking them on highs and lows and Peaks and troughs throughout that journey and then peppering in justification with Logic for them to take that next step that you want them to do and having the ability to do this literally you just look at it from an ad level I've had ads that using story alone have doubled row as has increased throughput for sales by three to four hundred percent just off the cheap words that you use you can turn those things into millions so I hope this story
and this example today has given you some inspiration to look at your own business and look at it through the lens of being able to tell compelling stories and take people on an emotional ride and then justify that purchase decision with logic hey guys if you're enjoying these videos please like subscribe and hit the Bell Button as we're dropping a video like this every other day on YouTube and if you've got any questions just leave a comment below with hashtag heysubry and I'll do my best to get to it [Music]
