One Sentence That Makes People Buy

[00:00:00] Guys, welcome back to Content Is Profit. We are back. It's Friday, recording day. What's up, Fonzie? Your last episode for a while. Away from me. Back in town. Yeah, but I don't know. Maybe the next episode I'll be at home and you'll be at the studio, so I'll still be away. Who knows? Probably, yeah. Before we go to the topic today, which Fonzie claimed, or he begged me, he's like, bro, I can't tell you. It's a surprise. You're going to be amazed.

[00:00:24] Not at all. That goes against who I am as the person. Yeah, exactly. Do you want the brief? Do you want me to tell you? Do you want me to give you the outline? Can we discuss it? And I was like, no, surprise me, baby. Let's go. You get the best of both worlds. But before we get started, we wrapped up the presentation for HUSBUT yesterday, which was awesome, the last rundown.

[00:00:50] So if you are in Boston, September 16th through the 19th, I believe, come hang out at Unbound in the conference out there. We're going to be sharing with the creators and getting all the latest things in Juicy Golden Boulders for content and profit and all of it. And also, Fonzie, how's practice going? Going. It's going. Let's go. Honestly, it's still open. We need to get some people so we can help them out.

[00:01:20] So far, I had a couple of smaller sessions with some creators that already know they're on our network, help somebody on a different network. Again, not the full program, but they have some immediate results with a small tweak that we did inside of their offer, their funnels and all that stuff. He's being too humble. The guy called from Australia and then sent him a message like, dude, that small tweak that we did was so good. Thank you so much. Like, anyways, just stop being humble, man. I'm going to brag for you.

[00:01:48] They got some immediate sales, which was really, really good. Yes, sir. But I'm still putting together the main group that we're going to help for the next four months. So if you're interested in that, just hit me up on Instagram and we'll chat to see if it's a good fit. Let's go. Because if it's not a good fit, I'm sorry. We won't be able to help you out. We learned our lesson. Yes. We want to work with people. It's not that we don't want to hang out with you.

[00:02:16] It's like we want to make sure that we can get the best results possible. And that was like a lesson that it took a while for us to learn. 100%. Anyways. All right, let's go. Hit me. All right. I'll hit you. A little bit of context. The other day, I was going back to my roots. I put on my headphones, started an audio book. Guess whose audio book was it? Mr. Russell Brunson, of course. Let's go. OG in the digital marketing space. You've probably heard of him if you're listening to this podcast.

[00:02:45] If not, go check him out. There's definitely a lot that you can learn from him. But he was probably our gateway into online marketing. And I really love a lot of his frameworks, the things that he talks about. He's helped thousands of people become millionaires, sell millions of millions of dollars of their products through his software. But while I was listening to this audio book,

[00:03:11] there was one framework, one sentence that he shared that, honestly, I've heard it plenty of times before. But right now, because of where we're at and with Praxis, what I'm building, I'm like, this is so good. And it fits also perfectly with what we've been talking in the previous episodes about building trust. Right. Again, remember the Venn diagram. If you haven't listened to those episodes, just go back a couple of ones and listen to them after you listen to this episode today.

[00:03:40] But the sentence that he was talking about was called the one sentence persuasion. Right. And this comes from a book that is not his. It's a book by Blair Warren. And then I would say Russell made it very popular, at least in my opinion. He made this one phrase very popular. But now when I read this phrase and I have a vast amount of knowledge in marketing and messaging and all those things,

[00:04:08] now I can put it together with some other elements that we've been talking about. And I think breaking down this one simple sentence in today's episode is going to be a huge advantage for you, the listener, to pretty much understand, OK, what are some things that I can include in my message, in my messaging to persuade people into taking action and working with me? Right. Or in other ways to build trust faster. So, yeah. Do you remember the sentence first of all?

[00:04:37] I probably have. I haven't reconsumed Russell in a long time. And we got the fortune to be with him at an event not so long ago in Idaho Falls. That was really cool to share something with him. You were with him. I wasn't with him. Yeah, I say we because we're all part of these bros. But yes, I was. You were just one person. I was actually wearing this shirt when I met him. So that was really cool. And I asked him fatherly advice. That's what I asked for. But I want to bring also some context

[00:05:05] because we were at the time when we were consuming his content initially. We were also both had these side jobs. I had a job in a fitness studio. We're trying to figure out what Biz Bros was. We're trying to figure out what do we want to do in entrepreneurship moving forward. And we are very reluctant on investing. And we're very reluctant on going after a program or putting money towards any kind of learning, right? We were like scrapping YouTube. We were trying to figure out how can we get free courses and all this kind of stuff back then.

[00:05:34] And I think his products were the first ones that we really invested in and took action on. So that says a lot because this is years of resistance, right? Years also of programming around investing or spending money. It started the path to what it changed. So for those listening, if you're there, I hope this is useful for you for your business. But also if you're facing the same situation, I hope it helps you move forward. Yep. Absolutely. And to wrap up this small intro,

[00:06:04] there's a phrase from Alex Hormozi, which I think it resonates a lot. Because like I mentioned, we've heard this phrase. I probably read it in all of his books and I've seen it in some other videos, but we don't retain 100% of everything that we consume, which is, oh, it just bothers me so much. I want to retain it all, right? But if I would retain it all, it probably made me overthink things even more. But this phrase- Your name will be Kaua-Wesong. Big head. Big head. So this phrase from Alex Ormosi is,

[00:06:33] sometimes we need to be reminded more than we need to be taught. So sometimes in the search for new insights, like what is the secret? What is this one thing that is going to help me get out of the spot where I'm at right now? Like all that consumption can just make us probably feel overwhelmed. When in reality, maybe something that we already knew that we need to be reminded of can help us achieve that next step, that immediate next step.

[00:06:58] So that I share because obviously this is something that I've heard so many times, but this was a good reminder. So if you've heard this phrase right now, awesome. Take it as a reminder and hopefully helps your message resonate with the right people. So again, you can influence them in very positive ways. So first of all, the one sentence persuasion. What is persuasion? Let's define it.

[00:07:27] So when making a quick Google search, we define it like this. The act or process of spoken, written, or visual messages to influence, change, or reinforce another person's attitude, beliefs, intentions, or behaviors. So again, pretty much some sort of communication and we're trying to get some sort of behavior on the other end.

[00:07:51] In the context that we're talking about for the most part is we are creating content that is a method that we're communicating with. And then people are, we're building trust and then they're coming to us and they say, okay, I'm interested. I want to work with you guys. Like, how can you guys help me achieve my goals? So now we go to the actual sentence. What is the one sentence persuasion? And here it goes.

[00:08:19] People will do anything for those who encourage their dreams, justify their failures, ally their fears, confirm their suspicions, and help them throw rocks at their enemies. So we're going to break it down sentence by sentence. And after this, I'm going to tell you a little bit exercise that you can do. So you can pretty much have this messaging down next to you. You can reference it and you can include it inside of your content.

[00:08:47] And if we have time, because we're a little bit short of time today, we might do a little, a little couple of breakdowns out there from other people's sales pages, which I think it's a lot of fun. So first of all, people will do anything for those who encourage their dreams. All right. That is as, as it is a very clear, a lot of our messaging has to talk to what people want in the future. Right.

[00:09:14] A lot of influencing people, persuading people is balancing that messaging between fear and pleasure. Right. What there's a saying, people move faster to move away from fear than to search for pleasure or something like that. So a lot of the messages that you will listen out there, they're going to be fear based. But that doesn't mean that we stop talking towards people dreams. What is it that they want?

[00:09:44] And I'm going to reference here a little bit of Seth Godin. And he has a great example in one of his marketing books that is people, you might think, why will people buy certain thing? And we might think on a kind of like a first layer level where we're like, they just want the example from this book is they want to buy a drill. Why do they want to buy a drill to put a hole in the wall? Really? Do they really just want to buy a drill to put a hole in the wall? No, we got to go. Why do they want a hole in the wall?

[00:10:13] Because they want to put a stand in there. Like, why do they want the stand? Because they want to highlight a photograph. Oh, OK. So they want to put a photograph in there so they can be reminded of their family. Right. We go layers deep. And this is a very simple example, but I'm sure you can relate. Right. When you were working, Daniel, in OTF that you had sales calls, not sales calls, but when people would come into the studio and you had to talk to them about what their goals were, what they wanted. Right. Right.

[00:10:42] I'm sure you were not referencing just, yeah, we're going to get you fit and you're going to look great. But it was more about their dreams of, yeah, you're going to have the energy to play with your grandkids. Right. Or with your children, et cetera. Yeah. It was interesting. Back then, we're starting out, we were taught the three layers, the three why layers. And it was like asking why three times to try to get to the right reason, because like you said, most people, they will share probably the surface level.

[00:11:11] But I remember one lady specifically that she, according to her, she was overweight and she was very worried. And the reason is because she was going, she had a wedding coming, coming on. I was like, what is it? Is it your wedding? Why do we want to lose X amount of pounds for that wedding? It's like, no, no, it's a friend's wedding. I'm like, it's on a cruise. And then we kept asking and we found out that it was in a cruise and they decided that they were all going to do it in the beach with swimsuits. And she really wanted to look good back then with her friends.

[00:11:39] And I remember that that was like the first time that I really dug deep into it. And when we got to it, it got pretty emotional for her. That was a very important thing to do. And then prize was not an issue at the point. Orange Theory back then was known for not being a very economical solution with the competition. So she decided to sign up and she did great. At the end of the day, same with us, right? Like when we decided to invest in entrepreneurship programs or like how do we build our business online, that type of programs back then was very similar, right?

[00:12:09] We felt very related. And our reason was we just, yeah, we want to make money, but why do we want to make money, right? We want to be, we want to have our time. We want to make sure that our families are fit. We want to make sure that to provide great opportunities for our kids, our families, everybody. As we go through these processes, it's very important to do it. Just this morning, we had somebody, her name is Jess. Shout out Jess. Jess, but she came to the studio and she's in an interesting position, but she has this fire of publishing. And she was telling me all these stories.

[00:12:37] And I was like, but why, why do you really want to do a podcast? And it got pretty, pretty emotional because she has these crazy stories that she wants to tell. And she said that in the past, she's been able to help some people with those stories. And she just wants to be heard and be present and all these things. And we ended up talking for 40 minutes and I challenged her. Her limitance was more on the, on the technical aspect and budget aspect of podcasting. I was like, listen, there's tools today that you can do that.

[00:13:05] So nothing really is stopping you from doing it. But we wouldn't get to the action point where she committed to actually take action and do the thing. If we were never find out what really motivates her, which ultimately wasn't really money. It was like her desire to share these stories with the people that she loves. Yeah. All right. Let's move on. I want you to think about how do I find these dreams, right? One, two is kind of keep asking why, why, why? Tell me more.

[00:13:35] Tell me more. Tell me more. The other way to think about is if we help you solve the problems that you have right now, where is that going to take you? Right. Think about that. And usually the dream aspect, when we speak about it, it's a little bit more emotional rather than logical. Okay. You're going to get X, Y, and Z. No, it's a little bit. We're tapping a little bit into the emotional side of the person that we're talking to. Next, justify their failures.

[00:14:03] I remember when we were in one of our very first events with Steve Larson, right? Probably the biggest expense, not expense, the biggest investment we've made in ourselves at the end of that event. But he was talking about how people, as much as I believe that people need to take ownership on what they do, people don't like to pretty much accept that they made the mistake. Right.

[00:14:30] So when somebody has been doing something for a very long time, right, it feels better when somebody's like, hey, it's not your fault. Right. Look this other way. There's this other thing to do. And this is what it's called kind of like the new opportunity.

[00:14:47] So when we talk about justify their failures, it's like, hey, look, it's totally normal to go down this rabbit hole of content creation and try to learn about all these frameworks and all these things and still not work for you. And you know why? It's because you don't really truly understand the principles. And that's what we're going to teach you. Right. So we're telling them all this thing that you did is totally normal. Don't worry about it. It's not your fault. Right. And then it's we reframe. We pivot.

[00:15:17] And show them, hey, this new opportunity is actually going to help you go whatever you want. Right. And I'm pointing fingers like, bro, why did you spend all this time doing all that stuff? Yeah, I think at the core of it is empathy. Right. It's like trying to understand and see where they are. Or a circle of trust. Exactly. I don't know. For me, it has been very hard.

[00:15:37] And if you're listening and maybe you have experiences, it has been really challenging to find real empathetic people when it comes to a sales process or you go to something and you're being sold. It's really hard to find as a person that's trying to buy the product. And if you are empathetic and you resonate with them and you try to really understand and say what Fancy just said, I think you're going to come a long way. You're going to connect as a human being at the end of the day. Right.

[00:16:07] And we're just talking with a good friend that goes, does door to door sales for this very high ticket product where it was a little nervous on going into this opportunity. But the product that he sells really, it saves people lives in those homes. Right. It makes your life a lot better. At the core, if we are on the selling side and that includes not sales calls, but also content wise. Do we really believe that what we do and what we're putting out there is going to help people?

[00:16:36] The more we understand that other person, the more we empathize, the more empathetic we are with them. My English says it's Friday afternoon, guys. Come on. The more we're, the more empathetic we are with them, the more we're going to connect. And then we can come from a genuine place. If we really believe that our product helps them, we're going to be able to extend an invitation for them to, to kind of join. Yeah. And again, I'm not trying to say, do not try to hold on people, hold up people up to their standards.

[00:17:04] I'm not trying to say just justify any type of failure, all these things, but because some people are different at the same, at the same time, right? So some people may need a little bit more of, of tough love, but like my brother said, try to truly understand them and help them out, help them move beyond their failures. Now, the next one is ally their fears. I'll say I did have to Google the definition for ally and it turns out it's just calm their fears, right?

[00:17:34] Like when people find new opportunities, okay, I need to do this. I need to make a decision, right? They're going to be fearful, right? It's what if, what if this thing doesn't work? What if this thing is, is not for me? What if I cannot do it? There's going to be all this doubt around the decision and our job in our marketing messages to calm that thing. How can we do that? We got proof, right? Another element of building trust, right? Competence. We can show them how to do it.

[00:18:01] We can say, Hey, look, we've worked with people that are just exactly like you, but they've been in this very similar situation, similar industry. And look at the results that we've helped them achieve. Right. I believe a good way to bring home this section here will be through stories, right? What are some stories that can't provide the proof that Fonzie is saying, right? Sometimes just saying it depends on how you frame it. My, might not be super effective, but you're like, Hey, I knew this guy, for example. And he did.

[00:18:29] I remember the story with Mario, our brother and doing 45 live where he's like, I want to sell the product for you guys. I'm like, we need to understand that. They really understand the fear of publishing at the end of the day, because that's how we empathize with a lot of the people that come to our studio or our process. We're like, I have this personal fear of putting it out there. And just sharing that story has helped a lot of people take their first step in publishing, specifically on podcasting in our studio.

[00:18:55] How can you frame that story with those fears that they're feeling, those emotions that they're feeling so we can empathize and connect and then move things forward? Absolutely. So on fears, I would think about, I would ask you to think about it as if they don't solve the problem that they have right now, where would that take them in the future? So ask yourself that question. And just as the same, it's pretty much the polar opposite of desires, right?

[00:19:22] And it's going to be, it's going to feel probably a little bit more emotional, that part of the message as well. Same as desire, right? A little bit more than logical. Now, the frustrations, when we talk about frustrations, things that are happening, they're frustrating them right now for people. Usually that part is a little bit more logical, right? Same as the wants, right? Which is short term now and then is towards pleasure, right? It's like, okay, if I solve, what is my want?

[00:19:52] I need to solve this one challenge. Yeah. It's going to look logical. What is my frustration? Is this one challenge? It's going to be a little more logical. And then if we extend those two towards the later timeline, it becomes desires and fears. And it's become, it becomes a little bit more emotional. Then the next part, and we're almost wrapping up in here, confirm their suspicions, right? People are going to be skeptical, right? And I think we need to meet them.

[00:20:21] We need to meet that conversation that they're having in their head. And we got to be straightforward for it, right? People say, is this a scam, right? Again, is this actually going to be working for me, right? And it's like, hey guys, and I understand that this might look way too good. But I promise you, if you say with me, I'm going to show you exactly why this works, right? So let's, can we make a list of the objections that they might have?

[00:20:48] You might have this list from having conversations with previous clients, previous prospects, your sales calls, right? What are those questions that keep popping up that you think are making people suspicious? Write them down, create an answer for those, have a short one for this, and you can include this inside of your marketing message as well. Any additions in that one? No, I agree.

[00:21:11] I think it goes back to the empathy and be like, okay, how can we lower the doubt on this person, right? And that could be tactically a lot of things. It could be a guarantee. It could be, there's many ways here that you can do it. But when it comes to the content, it's proof. What's the proof that I can do? It's like, what are some options and some plans and different things that we can offer that person to move forward?

[00:21:39] Sorry, my father-in-law is sending swimming pictures of my kid, and I should have that window open. I get very distracted. I'm very proud of that kid. I'm very proud of that kid. We definitely love the nephews, but focus, right? We're on podcast time right now. We got this, we got this, we got this. All right, and the last one, the last part of it is help them throw rocks at their enemies, right? And I feel like this has been, at least I've been hearing more about it lately.

[00:22:05] Again, I got reminded of it again recently, but it's good to have something to stand against, right? And Russell makes this reference of kind of like Star Wars is like, yeah, movements are built on hope. Rebellions are built on hope, which is, I think, a line from Star Wars. And that is the same thing, right? You don't want to be extremely polar opposite to, you don't want to be mainstream, obviously. You're not going to differentiate from everybody.

[00:22:34] And you don't want to be extremely polar opposite because then people are just going to be like, this guy is freaking crazy. It might work for some of it, right? But there's a zone in there that you can still have an enemy and rally people around that movement. So how does that look like? So if you are, for example, in the content creation space recently, I forgot her name, so I apologize, but this creator came out and she exploded because she started the Yap challenge, right?

[00:23:01] And I feel like with everything that is going on with AI, the AI slop or maybe the amount of friction to create cinematic looking content, people were like, dude, like we can't compete in this space. We cannot create content. It's going to be very difficult. And she made that the enemy. And she said, you know what? You can just turn on the camera and talk. I'm going to tell, I'm going to teach you how to yap, right? I think that's absolutely amazing, right?

[00:23:26] Again, going back to Russell Brunson and his company ClickFunnels, their enemy was having to build these websites and having to pay all these things and having to use a super expensive service. I even forgot the name of their enemy back then, right? But again, they had somebody that they could pretty much point people against and say, we rebel against this one thing and we are your beacon of hope. We're going to help you move forward and achieve your dreams, right?

[00:23:56] So think about it inside of your industry, inside what you're doing, what is or who is that enemy that you can throw rocks at? And I don't mean to just go on beef and start a fight, right? But again, you're hoping people confirm they're suspicious against this thing. Yeah. At the end of the day, it's like we're giving information or providing value when it comes to content or like providing a solution when we're selling something is because we spotted a problem that's caused by something else.

[00:24:24] So, for example, content momentum, we know that a lot of teams and companies that have like this like web of like vendors and people that they have to communicate and it creates just a ton of friction in the process. And if we optimize that and be like, there's only one point of contact in and out, like the fractional team, here you go. That's the solution for that. For the studio, same thing. Like, okay, home setups will be messy. All these things.

[00:24:46] If you're trying to figure out yourself, if that's not the thing that you like, maybe you need a place to go and sit down and just do the yapping, right? And that's it, right? And it's not going to be for everybody. I think we experienced it last month with the experiment that we ran with the football show. It was an opinion-based show, right? And it was like, okay, opinion A versus opinion B. Me as a host will have opinion A and there's going to be a ton of people that are going to be opinion B. The enemy was Alexi Lalas. The enemy is Alexi Lalas, which by the way, a lot of people agree with me.

[00:25:16] But that created like this like dynamic where a lot of, it created a magnet for the people that agree with you that are resonating with that message. And also a magnet to repel, excuse me, the people that are not with you. It's very interesting. And this is the fun part about content is because it's a hypothesis, we can pull the levers on these elements that we've been talking about today and be like, let's turn that up a little bit more. Let's be more empathetic. What happens? Let's be less empathetic. Let's see what happens. Let's like throw more rocks to here. Let's see what happens.

[00:25:45] It's obviously everything under an ethical lens, right? Don't go crazy. Yeah, 100%. So I did promise you at the beginning of the episode that I'll teach you kind of how to make this happen. I try to ingrain it because we're running short on time and we have to cut it off right now. But I try to ingrain it per part of the sentence in each statement.

[00:26:05] I try to ingrain in there how you can find these elements to make it yourself and include it in your content. But if you're interested in getting a guide, a one pager where you can work it out and do it yourself, just make sure you go on Instagram and just DM me persuasion. DM me the word persuasion and we'll send it to you a little bit of the breakdown, what we talked about, and the exercise on how you can do this.

[00:26:35] I would recommend doing the exercise and keeping that next to you. So whenever you're going to create content, you can just revisit that and it becomes second nature, including in your messaging. And that way you can change behaviors, influence people and get them into your world. I think something cool that we can do is we can make this part of one of our golden boulder sessions inside of business creator club. We had Sean last week coming in and explain the two things that's going to help you close 90% of your sales.

[00:27:05] So maybe we go through the examples together and then we can have that. Sound good? We'll think about it. I think it sounds good. Okay. I empathize with you. All right. We have to, we have to cut it off, but if we do a part two on this, we'll do the breakdowns. Cause I, I like the idea of let's grab real life examples of some creators are doing it, break down their messaging and then find out to what desire they're talking. Right.

[00:27:31] To what fear are they talking to, to what enemy are they throwing rocks? I think there's a lot of fun on, on that. And at the end of the day, we also learn from that, right? When we do copy, one of the things that we do is called copy work and you just grab a good headline and you rewrite it. You write it down and that's how you learn. And it gets ingrained in you. And I think doing this, it's kind of like reviewing game tape with other, other websites and all these things.

[00:27:56] We can go deeper and learn from what the big, big pros are doing. Right. So that's it for me. Thank you so much. If you're interested in going from proven, but not seen creator, then maybe a little bit confused on what to create and how to attract the people that you can help. Make sure you just go to Instagram and DM me praxis, P-R-A-X-I-S, praxis. And we'll get talking to see if it's a good fit and we can help you out. Anything else? No.

[00:28:26] If you are a little bit kind of lost where you are in general, like with podcasting, come join Business Creator Club. It's the club. We hop on every Thursday at noon for office hours and we've had people go in different directions when it comes to publishing and support them with resources. So come hang out. If you're in Boston, September 15th through 16th, 17th, 19th, 19th, all those days that week, come hang out with us and Unbound. And I'm excited. Fonzie, welcome back to the show again. Excited?

[00:28:56] Dude, I've been here for the last month. I know. I need to keep like positive reinforcement. So it keeps happening. But anyways, I'm excited you're going to be back in Jacksonville soon. And everybody else, we'll see you on the other episode. Let's go. See ya.