1. SECTION 4 - BECOMING YOUR DREAM CUSTOMER´S GUIDE
1.1. INTRO
1.2. 16. TESTING YOUR PRESENTATION LIVE - RUN IT ***EVERY SINGLE WEEK*** FOR A FULL YEAR!
1.2.1. FOCUS ON ONE FUNNEL UNTIL IT HITS THE TWO COMMA CLUB
1.2.2. People ask me all the time, “If you were to start ClickFunnels over today, or launch a new start-up, how would you do it?” The answer is simple: I would create a presentation, and then I would deliver that presentation live every week for a year, until I had it perfected.
1.2.3. THE MONDAY - THURSDAY MODEL
1.2.3.1. PRACTICE, PRACTICE AND PRACTICE!!!
1.2.4. WEBINARS STRATEGIES!!
1.3. 17. THE PERFECT WEBINAR SHORTCUT - ***GOING "LIVE"* **
1.3.1. I WOULD RECOMMEND GOING THE PERFECT WEBINAR SHORTCUT ROUTE UNTIL YOU HAVE PRACTICED PRESENTING IN A LIVE WEBINAR ENVIRONMENT FIRST
1.3.1.1. PRACTICING IN A MORE PRIVATE SETTING FIRST TO MASTER YOUR PRESENTATION SKILLS IS A SMART APPROACH
1.3.2. Question #1: What’s the new opportunity I’m offering?
1.3.3. Question #2: What special offer can I create for those who purchase?
1.3.4. Question #3: What is the one Big Domino for this offer?
1.3.5. Question #4: What is my Epiphany Bridge origin story to attempt to knock down the Big Domino?
1.3.6. Question #5: What is the framework I’m teaching and the false belief I’m trying to break? (Vehicle)
1.3.7. Question #6: What is the framework I’m teaching and the false belief I’m trying to break? (Internal Beliefs)
1.3.8. Question #7: What is the framework I’m teaching and the false belief I’m trying to break? (External Beliefs)
1.3.9. CHEAT SHEET
1.3.9.1. What new opportunity am I offering? What special offer can I create for those who purchase? What is the one Big Domino for this offer? What is my Epiphany Bridge origin story to attempt to knock down the Big Domino? What is the framework I’m teaching and the false belief I’m trying to break? (Vehicle) What is the framework I’m teaching and the false belief I’m trying to break? (Internal Beliefs) What is the framework I’m teaching and the false belief I’m trying to break? (External Beliefs) How can I structure the Stack and close to increase my sales conversions?
1.4. 18. THE 5 MINUTE PERFECT WEBINAR - FOR PRODUCTS WITH A PRICE POINT ***LESS THAN USD $100* **
1.4.1. IT WORKS FOR ANY BUSINESS
1.4.2. THE SCRIPT!!!
1.5. 19. PLUGGING "EXPERT SECRETS" INTO YOUR VALUE LADDER
1.5.1. ADS
1.5.2. EMAIL
1.5.3. LEAD MAGNETS
1.5.4. UNBOXING FUNNELS
1.5.5. VSL FUNNELS
1.5.6. AUTOMATED WEBINARS
1.5.7. PRODUCT LAUNCH
1.6. CONCLUSION
1.6.1. If you haven’t yet, you’ll soon find out that the feeling you get as the expert or the guide in someone else’s journey—when someone you’ve helped has accomplished their goal and enjoyed success—is a thousand times better than the feeling you get from your own success.
2. SECTION 3 - 10X SECRETS: ONE TO MANY SELLING - ***THE PERFECT WEBINAR* **
2.1. INTRODUCTION
2.1.1. THE 3,2 MILLION 90 MINUTES PRESENTATION IN GRANT CARDONE' EVENT
2.1.2. ONE TO MANY SELLING
2.1.2.1. When you are selling face-to-face, you have the unique ability to ask specific questions, get personal feedback, and resolve objections on the spot. When you’re in an event, or selling inside a funnel, you can’t really ask questions and get answers from thousands of people, so you need to create your presentation in a way that resolves all the objections that will come up for as many people as possible.
2.2. 11. THE PERFECT WEBINAR FRAMEWORK - BIRD'S-EYE VIEW
2.2.1. What I discovered from the best people in the business was that teaching the best content hurts sales.
2.2.2. 1) THE BIG DOMINO
2.2.2.1. One of the biggest things to understand, and we’ll go deeper into it in the next chapter, is that the presentation is not about getting your audience to believe a lot of things. The entire presentation is designed to get them to believe just one thing: that your new opportunity is the key to them getting the result they desire the most.
2.2.2.2. If you try to get someone to believe in more than one thing, your sales will suffer.
2.2.2.3. Your first attempt to knock down the Big Domino is by telling your origin story about how you discovered the new opportunity.
2.2.3. 2) THE THREE SECRETS
2.2.3.1. When you are selling, you do not teach the tactics. You teach the what (strategy) but not the how. Your audience’s desire for the how is the reason they are going to give you money at the end of your presentation.
2.2.3.2. YOU NEED TO IDENTIFY THE FALSE BELIEFS THEY HAVE AROUND: The vehicle (new opportunity) Their ability to use the vehicle (internal beliefs) The number one thing they believe is keeping them from getting started (external beliefs)
2.2.3.3. Notice that the three secrets are not trying to get people to believe new things. They are simply false beliefs they already have about your Big Domino.
2.2.4. 3) THE STACK AND CLOSES
2.2.5. FOR 90 MIN PRESENTATION 15 MIN INTRO, BIG DOMINO, ORIGIN STORY 15 MIN SECRET 1 - VEHICLE FRAMEWORK STORY 15 MIN SECRET 2 - INTERNAL BELIEFS STORY 15 MIN SECRET 3 - EXTERNAL BELIEFS STORY 30 MIN STACK AND CLOSES
2.2.6. FOR 30 MIN PRESENTATION 5 MIN BIG DOMINO AND ORIGIN STORY 5 MIN SECRET 1 5 MIN SECRET 2 5 MIN SECRET 3 10 MIN STACK AND CLOSE
2.3. 12. THE BIG DOMINO - "THE ONE THING" - the one Big Domino of belief that we need to knock down?”
2.3.1. FIGURE OUT THE "ONE THING"
2.3.1.1. The first step to creating belief is figuring out the One Thing you have to get someone to believe that will knock down all their other objections and make those objections irrelevant, or disappear altogether.
2.3.2. “Look at how many things a prospect has to believe in order to buy what you’re selling. If it’s more than one, you need to rework your sales presentation.”
2.3.3. the one Big Domino of belief that we need to knock down?”
2.3.4. Every product has one Big Domino, One Thing that will knock down all the smaller objections and resistance.
2.3.5. THE BIG DOMINO STATEMENT
2.3.5.1. If I can make people believe that (my new opportunity/category) is/are the key to (the result they desire most) and is/are only attainable through (my specific vehicle/frameworks), then all other objections and concerns become irrelevant and they have to give me money.
2.3.6. If we haven’t created a blue ocean, then the argument won’t be valid.
2.3.7. THE BIG DOMINO SLIDES
2.3.7.1. I am going to teach real estate investors how to make money through flipping houses on eBay.
2.3.7.2. TITLE SLIDE
2.3.7.2.1. How to Create a Seven-Figure Funnel in Less Than 30 Minutes without Having to Hire, or Be Held Hostage by, a Tech Guy.
2.3.7.2.2. How to Destroy Your Kid’s ADHD Naturally and Help Them Get Better Grades without Giving up Their Favorite After-School Snacks
2.3.7.3. INTRO RAPPORT SLIDES
2.3.7.3.1. Justify their failures: Now I’m guessing for a lot of you this is probably not your first webinar. The first thing I want to mention is that if you’ve failed at ________ in the past, it’s not your fault. There’s a lot of information out there, and it can be confusing. Many times that information overload keeps you from success. It’s okay.
2.3.7.3.2. Allay their fears: If you’ve been concerned in the past that you just can’t succeed with ________, I want to put those fears to rest. You can do this. You just need the right person to explain it to you.
2.3.7.3.3. Throw rocks at their enemies: The big corporations want you to think that you need a lot of venture capital or some fancy college degree to be successful. I’m here to tell you they’re wrong. They have their own reasons for wanting you to think that, but it’s not true.
2.3.7.3.4. Confirm suspicions: If you’ve ever thought that the government and the banks want you to fail, you’re probably right. They don’t benefit from you succeeding. They want to keep you in debt and in need. The difference with us is that we actually care about your success and truly want to see you living the life of your dreams.
2.3.7.3.5. Encourage their dreams: So that’s what we’re here for. I know you have a dream to change the world and make an impact, and I want to show you how to make that happen during this webinar.
2.3.7.4. THE RULER SLIDE
2.3.7.4.1. My goal for this presentation is to help two types of people. For those who are beginners, you’ll get (what the presentation/ new opportunity will do for them, or how it will fulfill their desires). For more experienced people, you’ll get (alternative).
2.3.7.5. BIG DOMINO SLIDE
2.3.7.5.1. Remember, they need to believe that your specific vehicle is the only way to get what they desire most.
2.3.7.5.2. If I can make them believe that (new opportunity) is key to (what they desire most), and/but it is attainable only through (specific vehicle), then all other objections and concerns become obsolete.
2.3.7.5.3. In the next 90 minutes, my goal is to get you to believe that (new opportunity) is the key to unlock (what you desire the most), and I’m going to show you my proprietary frameworks that will make it simple for you to achieve that result.
2.3.7.6. QUALIFY YOURSELF SLIDE
2.3.7.6.1. In the past __ years I’ve had an amazing chance to (cool thing you’ve done because of your new opportunity) and I’ve also been able to help other people to (awesome thing you did for others), but it wasn’t always that way. In fact, just a few short years ago I was just like you . . . (transition into backstory).
2.3.7.7. EPIPHANY BRIDGE ORIGIN STORY SLIDES
2.3.7.7.1. .
2.4. 13. THE THREE SECRETS - THE CONTENT SECTION OF THE WEBINAR
2.4.1. STEP 1: IDENTIFY THEIR THREE CORE FALSE BELIEFS
2.4.1.1. THE VEHICLE
2.4.1.1.1. other false beliefs they may have about the vehicle framework or new opportunity you’re presenting
2.4.1.2. INTERNAL BELIEFS
2.4.1.2.1. beliefs about their own abilities to execute on the new opportunity
2.4.1.3. EXTERNAL BELIEFS
2.4.1.3.1. false beliefs they have about outside forces that could keep them from success; things beyond the individual’s control, such as time or the economy
2.4.2. STEP 2: WRITE 3 EPIPHANY BRIDGE STORIES
2.4.3. STEP 3: WRITE 3 SECRETS
2.4.3.1. CURIOSITY IS THE KEY
2.4.4. BREAKING AND REBUILDING BELIEF PATTERNS
2.4.4.1. This is not a teaching presentation; this is a presentation to inspire people to take action and change their lives.
2.4.5. SECRET 1
2.4.5.1. INTRODUCE YOUR FIRST FRAMEWORK: THE VEHICLE
2.5. 14. THE STACK AND CLOSES
2.5.1. STACK PSICHOLOGY
2.5.2. THE STACK SLIDE
2.5.3. The last thing you show them before you reveal the price is the full Stack Slide with the entire offer.
2.5.4. THE QUESTION SLIDE
2.5.5. WHAT YOU ARE GOING TO GET SLIDE
2.5.6. IF ALL STATEMENTS SLIDES
2.5.7. URGENCY AND SCARCITY
2.5.8. In fact, I usually give a bonus only for those who are actually on live that I don’t offer to those who watch only the replays later.
2.5.8.1. THE DEADLINE IS THE KEY
2.6. 15. TRIAL CLOSES - YES, YES, YES, YES
2.6.1. Are you ready to get started? Are you all getting this? Is this making sense? Can you imagine if that happened to you? Who here wants a free copy of ______________? Would you like to be our next case study? You’ve heard them talk about this before, right? Isn’t that cool? Isn’t that exciting? Am I right? Can you see yourself doing ______________? I’m sure you’ve noticed this too, right?
2.6.2. 16 MINI CLOSES
2.6.3. CREATING YOUR OWN CLOSES
3. SECTION 1 - CREATING YOUR MOVEMENT - ***POWERFUL OFFER* **
3.1. BECOMING THE EXPERT (THE CHARISMATIC LEADER)
3.1.1. 1. FINDING YOUR VOICE (YOU DO NOT BECOME A LEADER OVERNIGHT) - ***LEARNING PROCCESS* **
3.1.1.1. "WE ARE ALL IN A RELATIONSHIP BUSINESS - NOT A PRODUCT BUSINESS"
3.1.1.2. PEOPLE ARE SILENTLY BEGGING TO BE LED
3.1.1.3. 1: DREAMER - IT STARTS WITH A SPARK
3.1.1.3.1. YOU CAN SERVE!
3.1.1.4. 2: TAKING ON THE IDENTITY OF THE REPORTER
3.1.1.4.1. LEARN EVERYTHING ABOUT YOUR TOPIC FROM MULTIPLE POINTS OF VIEW
3.1.1.4.2. BE OPEN TO NEW IDEAS
3.1.1.4.3. THE FASTEST WAY TO TURN YOUR SPARK INTO A FIRE IS TO GET AROUND OTHERS WHO ARE ON FIRE ALREADY
3.1.1.5. X: THE SHIFT FROM GROWTH TO CONTRIBUTION
3.1.1.5.1. COACHING YOU LEARN MORE
3.1.1.6. 3: BUILDING YOUR OWN FRAMEWORKS
3.1.1.6.1. WHAT IS THE FRAMEWORK THAT SOMEONE MUST FOLLOW TO GET THAT RESULT?
3.1.1.6.2. STEP 1: CREATE YOUR FRAMEWORK HYPOTHESIS
3.1.1.6.3. STEP 2: TEST YOUR FRAMEWORK HYPOTHESIS ON YOURSELF
3.1.1.6.4. STEP 3: GIVE YOUR FRAMEWORK A PROPIETARY NAME
3.1.1.7. 4: WORK FOR FREE SERVING YOUR FUTURE DREAM CLIENTS
3.1.1.7.1. TESTING THE PROCESS ON OTHER PEOPLE
3.1.1.7.2. FIND A BETA GROUP
3.1.1.8. 5. BECOMING AN EXPERT
3.1.1.8.1. MY RESULTS ARE MY CERTIFICATIONS
3.1.1.9. THE SECRET TO FINDING YOUR VOICE IS IN SHARING YOUR MESSAGE CONSISTENTLY FOR A LONG TIME
3.1.1.10. START YOUR SHOW NOW!!
3.1.1.10.1. 1. PUBLISH DAILY FOR AT LEAST A YEAR
3.1.1.10.2. 2. DOCUMENT THE JOURNEY
3.1.1.10.3. 3. TESTING YOUR MATERIAL
3.1.1.10.4. 4. LEARN TO BE PROLIFIC
3.1.1.10.5. 5. MASTER PERSUASION
3.1.1.10.6. 6. CARE...A LOT
3.1.2. 2. ***TEACHING*** YOUR FRAMEWORKS - FRAMEWORK FOR TEACHING FRAMEWORKS
3.1.2.1. “Your framework is your savior.” - BRENDO BURCHARD
3.1.2.2. YOUR FRAMEWORK IS A MAP THAT HELPS YOU KNOW WHERE YOU ARE GOING
3.1.2.3. ***FIRST SKILL*** AS AN EXPERT: FRAMEWORK FOR TEACHING FRAMEWORKS
3.1.2.4. THE 4 STEPS
3.1.2.4.1. FIRST: THE NAME OF THE FRAMEWORK
3.1.2.4.2. FRAMEWORK DESCRIPTION
3.1.2.4.3. Step #1—Share how you learned it or earned it: (LEARNED: YOUR KNOWLEDGE - EARNED: YOUR EXPERIENCES) - ***THE STORY* **
3.1.2.4.4. Step #2—Share the strategy (the what you do): - ***GENERAL VISION* **
3.1.2.4.5. Step #3—Teach the tactics (the how you do it): - ***THE STEP BY STEP* ** - YOU SUDDENLY LOSE......
3.1.2.4.6. Step #4—Show them how it works for others:
3.1.2.4.7. DEPENDING ON THE LENGTH OF TIME YOU HAVE TO TEACH, YOU MAY USE PARTS OF THIS SAME "FRAMEWORK" TO TEACH FRAMEWORKS INSIDE EACH STEP OF YOUR FRAMEWORK
3.1.3. 3. THE THREE CORE MARKETS OR DESIRES - NICHES - ***CREATING YOUR OWN CATEGORY* ** - THE FRUSTRATED
3.1.3.1. WHAT MARKET ARE YOU SERVING?
3.1.3.2. Which of these three desires are my future dream customers trying to receive when they buy my product or service?
3.1.3.2.1. CHOOSE ONLY ONE
3.1.3.3. SUBMARKETS (NICHES)
3.1.3.3.1. What are the other submarkets inside my core desire that people are using to try to get that desire met?
3.1.3.3.2. What is the submarket that my product or service fits into?
3.1.3.4. ARE YOU IRRATIONALLY PASSIONATE ABOUT YOUR TOPIC?
3.1.3.5. NICHES (MICRONICHES)
3.1.3.5.1. What are all the niches inside the submarket you’ve chosen?
3.1.3.5.2. THE WATER IS STILL BLUE
3.1.3.6. ***MARKET POSITIONING***: CREATING YOUR OWN CATEGORY (AND BECOMING THE CATEGORY KING)
3.1.3.6.1. "SALES FUNNELS"
3.1.3.6.2. What new category can you create and become its category king?
3.1.3.6.3. THE MARKET IS A LOCATION, NOT A PERSON
3.1.3.6.4. WHERE IS YOUR MARKET?
3.1.3.7. 3 PEOPLE IN EACH MARKETPLACE
3.1.3.7.1. 1. THE DIEHARD
3.1.3.7.2. 2. THE SATISFIED
3.1.3.7.3. 3. THE FRUSTRATED
3.1.3.8. THE FRUSTRATED
3.1.3.8.1. I like sharing Steve’s ideas about market selection and positioning because it takes the guesswork out of finding your future dream customers.
3.1.3.8.2. FISHING IN THE RED OCEAN
3.1.3.8.3. 1. FIRST THING: NOT EVERY ONE IN YOUR RED OCEAN IS GOING TO COME TO YOU
3.1.3.8.4. YOU KNOW YOU ARE TRYING TO SELL THE FRUSTRATED WHEN THEY´VE LISTED THINGS THEY HATE ABOUT THEIR CURRENT PRODUCT WITHOUT YOU ASKING
3.2. THE NEW OPPORTUNITY (YOUR OFFER)
3.2.1. 4. THE NEW OPPORTUNITY - ***A NEW CATEGORY* ** - STATUS
3.2.1.1. OUR GOAL IS NOT TO FIX WHAT IS NOT WORKING. OUR GOAL IS TO ***REPLACE*** WHAT IS NOT WORKING WITH SOMETHING ALTOGETHER DIFFERENT
3.2.1.1.1. AN IMPROVEMENT OFFER IS NOT A NEW OPPORTUNITY
3.2.1.1.2. A NEW CATEGORY
3.2.1.2. REASONS WHY PEOPLE DO NOT WANT IMPROVEMENT
3.2.1.2.1. IMPROVEMENT IS HARD
3.2.1.2.2. DESIRE VS AMBITION
3.2.1.2.3. MEMORIES OF POOR PAST DECISIONS
3.2.1.2.4. COMMODITY PRICING
3.2.1.3. ***STATUS***: THE ONLY THING THAT CAUSES PEOPLE TO MOVE
3.2.1.3.1. STATUS IS THE ONLY THING THAT CAUSES PEOPLE TO MOVE TOWARD YOU OR NOT MOVE AT ALL
3.2.1.3.2. Is this thing I’m considering going to increase my status or decrease it?
3.2.1.3.3. FACTORS THAT ELEVATE STATUS: - Appearance of intelligence (anything that makes them look smarter) - Appearance of wealth, power, or happiness - Physical appearance (weight loss, makeup, supplements, etc.) -Style (think Mac vs. PC)
3.2.1.3.4. WHAT OTHER PEOPLE THINK ABOUT US
3.2.1.4. STEPS
3.2.1.4.1. STEP1: WHAT IS THE RESULT YOUR DREAM CUSTOMER WANT TO ACHIEVE? - ***DREAM OUTCOME* **
3.2.1.4.2. STEP 2: WHAT IS THE ***VEHICLE* ** THEY ARE CURRENTLY USING TO TRY TO GET THAT RESULT?
3.2.1.4.3. STEP 3: THE OPPORTUNITY SWITCH - ***NEW CATEGORY* **
3.2.1.4.4. STEP 4: THE OPPORTUNITY STACK
3.2.2. 5. MORE MONEY FOR THE SAME FRAMEWORK - ***INFORMATION PRODUCTS* ** - CHANGE THE EXPERIENCE - ***THE STACK* **
3.2.2.1. UNDERSTAND HOW TO CREATE "INFORMATION PRODUCTS" ***INFOPRODUCTS* **
3.2.2.1.1. AUTHORS - SPEAKERS - COACHES - CONSULTANTS
3.2.2.2. 2 TYPES OF EXPERT BUSINESS
3.2.2.2.1. 1. SELLING INFORMATION PRODUCTS
3.2.2.2.2. 2. LEVERAGING INFORMATION PRODUCTS AS FUEL
3.2.2.3. STEPS
3.2.2.3.1. HOW TO INCREASE THE VALUE OF YOUR FRAMEWORKS - ***CHANGE THE EXPERIENCE* **
3.2.2.3.2. HOW TO CREATE EVEN MORE VALUE BY TURNING YOUR FRAMEWORKS INTO ***TOOLS* **
3.2.2.3.3. TURNING YOUR FRAMEWORKS INTO AN "OFFER" WITH THE ***STACK SLIDE* **
3.2.2.4. 3 BELIEFS WHY PEOPLE DO NOT BUY FROM YOU
3.2.2.4.1. I DO NOT BELIEVE THIS VEHICLE IS THE RIGHT VEHICLE FOR ME
3.2.2.4.2. I BELIEVE THIS IS THE RIGHT VEHICLE FOR SOME PEOPLE, BUT I DO NOT THINK THAT I COULD BE SUCCESSFUL WITH IT
3.2.2.4.3. I BELIEVE THAT I COULD HAVE SUCCESS, BUT I HAVE AN EXTERNAL FORCE HOLDING ME BACK FROM SUCCESS
3.3. THE FUTURE BASED CAUSE (YOUR MOVEMENT)
3.3.1. 6. THE FUTURE BASED CAUSE - A COMPELLING VISION OF THE FUTURE
3.3.1.1. STEP #1: LAUNCH YOUR “PLATFORM” TO BE YOUR DREAM CUSTOMER’S GUIDE TO THE RESULT
3.3.1.1.1. Exercise To create your platform, I want you to imagine that you’re running for president of your movement. Think about what slogan would be great for your campaign. What do your people really want? Where do they want to go? How can you capture that in a simple calling you could put on a campaign sign?
3.3.1.2. STEP #2: GIVE THEM AN IDENTITY SHIFT
3.3.1.2.1. BE A DRUMMER
3.3.1.2.2. TRIBE IDENTITY
3.3.1.2.3. " I AM A ______"
3.3.1.2.4. A TITLE OF LIBERTY
3.3.1.3. STEP #3: CREATE MILESTONE AWARDS THAT PULL PEOPLE TOWARD THE RESULT (JOURNEY OF ACHIEVEMENT)
3.3.1.4. STEP #4: UNITE WITH A SOCIAL MISSION (JOURNEY OF TRANSFORMATION)
4. SECTION 2 - CREATING BELIEF - ***STORY SELLING* **
4.1. 7. THE EPIPHANY BRIDGE - ***LOGIC DOES NOT SELL* **
4.1.1. EPIPHANY BRIDGE
4.1.1.1. A ***STORY*** THAT TAKES PEOPLE THROUGH THE ***EMOTIONAL* ** EXPERIENCE THAT GOT YOU EXCITED ABOUT THE NEW OPPORTUNITY YOU ARE PRESENTING
4.1.1.2. TRY TO REMEMBER, WHAT WAS THE EXPERIENCE THAT CAUSED YOU TO HAVE THE BIG AHA MOMENT(YOUR EPIPHANY)?
4.1.1.3. But the logical stuff that strengthened our own beliefs in the new opportunity will not help people buy unless they’ve already had the same initial emotional epiphany that you had.
4.1.1.4. YOUR JOB IS TO LEARN HOW TO TELL THESE STORIES IN A WAY THAT WILL LEAD PEOPLE TO THE EPIPHANY
4.1.2. AVOID TECHNOBABBLE LANGUAGE
4.1.3. There’s a time and a place for logic, but you have to convince them emotionally first before they’ll be excited by your logic.
4.1.4. “What was the core Epiphany Bridge story that made you believe in the new opportunity that you are sharing with others?”
4.1.4.1. DO YOU REMEMBER WHAT HAPPENED?
4.1.4.2. WHAT WAS HAPPENING AROUND YOU?
4.1.4.3. HOW DID YOU FEEL?
4.1.5. EFFECTIVE STORY TELLING
4.1.5.1. ***OVERSIMPLIFICATION*** - DO NOT TRY TO SOUND SOPHISTICATE AND SMART
4.1.5.1.1. Using big words may make you feel smarter, but it will not influence others.
4.1.5.1.2. HÁBLALES COMO SI FUERAN PERSONAS DE TERCER AÑO DE PRIMARIA
4.1.5.2. “Kinda like” bridge:
4.1.5.2.1. Any time you’re speaking (or writing) and you hit a friction point where some people may not understand what you’re trying to convey, just say “It’s kinda like . . .” and relate it to something easy to understand.
4.1.5.3. Making them feel:
4.1.5.3.1. similar. If I’m telling you my Epiphany Bridge story, I need you to be in the same state that I was in when I received my aha moment.
4.1.5.3.2. YOU NEED TO EXPLAIN HOW YOU FEEL
4.2. 8. THE HERO´S TWO JOURNEYS - ***STORYTELLING STRUCTURE* **
4.2.1. ***THE HERO´S ADVENTURE:*** 17 - STAGE FRAMEWORK - JOSEPH CAMPBELL
4.2.1.1. 1. THE CALL TO ADVENTURE
4.2.1.2. 2. REFUSAL OF THE CALL
4.2.1.3. 3. SUPERNATURAL AID
4.2.1.4. 4. CROSSING THE FIRST THRESHOLD
4.2.1.5. 5. BELLY OF THE WHALE
4.2.1.6. 6. THE ROAD OF TRIALS
4.2.1.7. 7. MEETING WITH THE GODDESS/LOVE
4.2.1.8. 8. TEMPTATION
4.2.1.9. 9. ATONEMENT WITH THE HERO´S FATHER
4.2.1.10. 10. PEACE AND FULFILLMENT BEFORE THE HERO
4.2.1.11. 11. THE ULTIMATE BOON
4.2.1.12. 12. REFUSAL OF THE RETURN
4.2.1.13. 13. MAGIC FLIGHT
4.2.1.14. 14. RESCUE FROM WITHOUT
4.2.1.15. 15. RETURN
4.2.1.16. 16. MASTER OF 2 WORLDS
4.2.1.17. 17. FREEDOM TO LIVE
4.2.2. ***HERO´S JOURNEY:*** THE 12 STAGES SIMPLIFIED
4.2.2.1. 1. THE ORDINARY WORLD
4.2.2.2. 2. THE CALL TO ADVENTYRE
4.2.2.3. 3. REFUSAL OF THE CALL
4.2.2.4. 4. MEETING THE MENTOR
4.2.2.5. 5. CROSSING THE FIRST THRESHOLD
4.2.2.6. 6. TESTS, ALLIES, ENEMIES
4.2.2.7. 7. APPROACH THE INNERMOST CAVE
4.2.2.8. 8. THE ORDEAL
4.2.2.9. 9. THE REWARD
4.2.2.10. 10. THE ROADBLOCK
4.2.2.11. 11. THE RESURRECTION
4.2.2.12. 12. RETURN WITH THE ELIXIR
4.2.3. CORECT STORY STRUCTURE FOR MAXIMUM EMOTIONAL IMPACT
4.2.4. THE JOURNEY OF TRANSFORMATION
4.2.5. ***HERO´S 2 JOURNEYS FRAMEWORK* **
4.2.6. ***THE PLOT:*** CHARACTER, DESIRE, CONFLICT
4.2.6.1. PHASE 1: SEPARATION FROM ORDINARY WORLD
4.2.6.1.1. BUILD RAPPORT
4.2.6.1.2. INTRODUCE THE DESIRE
4.2.6.2. PHASE 2: THE JOURNEY, THE CONFLICT, AND THE VILLAIN
4.2.6.2.1. THE CONFLICT IS WHAT MAKES THE STORY INTERESTING
4.2.6.2.2. THE WORSE THE VILLAIN IS, THE STRONGER THE BOND THE AUDIENCE WILL HAVE WITH THE HERO
4.2.6.2.3. THE VILLAIN CAN BE A PERSON, OR IT COULD BE A FALSE BELIEF SYSTEM
4.2.6.3. PHASE 3
4.2.6.3.1. THE GUIDE IS THE PERSON WHO GIVES US THE EPIPHANY AND THE FRAMEWORKS
4.2.6.4. PHASE 4
4.2.6.4.1. HERO´S SECOND JOURNEY: WHO HAVE THEY BECOME AND HOW HAVE THEY EVOLVED
4.2.6.4.2. THE DEATH OF THEIR OLD IDENTITY
4.3. 9. THE EPIPHANY BRIDGE SCRIPTS - ***5 STEP FRAMEWORK* ** - 14 QUESTIONS
4.3.1. THE 5 STEPS
4.3.1.1. 1. THE BACKSTORY
4.3.1.1.1. BACKSTORY/DESIRE?
4.3.1.1.2. EXTERNAL DESIRE
4.3.1.1.3. INTERNAL DESIRE
4.3.1.1.4. OLD VEHICLE
4.3.1.2. 2. THE JOURNEY/CONFLICT
4.3.1.2.1. THE CALL?
4.3.1.2.2. VILLAIN?
4.3.1.2.3. WHAT IF?
4.3.1.3. 3. NEW OPPORTUNITY
4.3.1.3.1. GUIDE?
4.3.1.3.2. EPIPHANY?
4.3.1.3.3. NEW OPPORTUNITY?
4.3.1.4. 4. THE FRAMEWORK
4.3.1.4.1. STRATEGY?
4.3.1.4.2. YOUR RESULTS?
4.3.1.4.3. OTHER´S RESULTS?
4.3.1.5. 5. ACHIEVEMENT AND TRANSFORMATION
4.3.1.5.1. ACHIEVEMENT? - EXTERNAL RESULT
4.3.1.5.2. TRANSFORMATION? - INTERNAL RESULT
4.3.2. THE MAJORITY OF THE TIME YOUR STORIES WILL COVER ONLY THESE 5 PHASES
4.3.3. DEPENDING ON WHO I AM TELLING IT TO, I DETERMINE WHICH SUB-STORIES I WILL THEN SHARE
4.3.4. THE GOAL OF GOOD STORIES IS TO BREAK OLD BELIEF PATTERNS AND REBUILD THEM WITH NEW ONES
4.3.5. (CREATE YOUR OWN STORYTELLING FRAMEWORK)
4.4. 10. THE FOUR CORE STORIES
4.4.1. CRAIG CLEMENS - BILLION DOLLAR COPYWRITER
4.4.1.1. “My goal in my marketing is to rewrite the story that’s inside of people’s heads.”
4.4.2. 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
4.4.3. HOW WE REWRITE THEIR STORY
4.4.3.1. CHAINS OF FALSE BELIEF
4.4.3.2. EXPERIENCE
4.4.3.3. STORY
4.4.3.4. NEW EPIPHANY BRIDGE
4.4.4. TELL STORIES TO BREAK A FALSE BELIEF
4.4.5. THE 4 CORE STORIES
4.4.5.1. 1. THE ORIGIN STORY WITH THE NEW OPPORTUNITY
4.4.5.1.1. THE EPIPHANY BRIDGE STORY
4.4.5.2. 2. VEHICLE FRAMEWORK STORY
4.4.5.2.1. HOW YOU LEARNED OR EARNED
4.4.5.3. 3. INTERNAL BELIEFS STORY
4.4.5.3.1. EPIPHANY BRIDGE STORY
4.4.5.4. 4. EXTERNAL BELIEFS STORY
4.4.5.4.1. EPIPHANY BRIDGE STORY
4.4.6. BUILDING A STORY INVENTORY
4.4.6.1. Each one should be specifically designed to break a false belief that someone has and rewrite the story inside their mind.
4.4.6.2. FLASE BELIEFS