SECTION TWO CREATING BELIEF

The first section of this book was all about understanding who you must become and what you must create to start building your mass movement. In this section, we shift focus to how you create certain beliefs in the minds of your followers. These beliefs allow them to be more receptive to the opportunities you’re offering. When people have absolute belief in what you are telling them, you can positively influence them.

The longer I work in this business, the more I realize how everything comes down to one thing belief.

Belief creates the customer.

Belief creates the results.

You must persuade people to believe in what you are doing, and you do that by mastering the art of storytelling. Secrets #5 through #10 will give you the foundation you need to tell stories that make your audience believe.

I was sitting in a room with about 120 other successful entrepreneurs, all of whom made at least a million dollars a year, a requirement to be in that room. One of the featured keynote speakers was Tim Ferriss, the author of The 4-Hour Workweek. After his presentation, he opened up the floor for questions. A woman stood up and asked, “Hey Tim, you seem to get so much done. What is it that you do all day?”

He paused for a moment, then gave an awkward half-smile and said, “If you watched my daily routine, you’d be bored out of your mind. Most people wake up every morning with a task list of a thousand things to do. They go through the day trying to knock down all these things. I wake up every morning, and I meditate. I drink tea or coffee. I go for a walk, and maybe I read a book.” He said he might spend three or four weeks doing that and nothing else. “My whole goal is to slow down and look around. Instead of looking for all the tasks that I could do, I try to identify the one Big Domino the One Thing that, if I could knock THAT down, all the other dominos would either fall down or become irrelevant.”

When he said that, I had an “aha” moment. I haven’t yet figured out how to implement this in my personal life. But when it comes to how I sell things, he was 100% right. 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, make them irrelevant, or disappear altogether.

A little while later, I was talking to a friend and mentor, Perry Belcher. He told me how he had gone back and analyzed all the different offers that his companies had created and sold over the past 10 years.

He discovered that the more things they asked someone to believe in their sales pitch, the worse the offer converted. In fact, he figured out that if they tried to make more than ONE point or ask someone to focus on more than ONE thing in a sales message, conversion rates dropped by half! He then said, “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.”

After hearing that, I knew we had to go back and look at everything we were selling. We asked ourselves, “What’s the One Thing? What is the one Big Domino of belief that we need to knock down?” Every product has one Big Domino, One Thing that will knock down all the smaller objections and resistance if we can get people to believe in that One Thing, then they will have to buy it.

I took a logic class in college that showed different ways to create valid arguments. One of the many valid argument forms is called “modus ponens”. It looks like this:

If A, then B A Therefore B

If I were to put this argument into a sentence, I’d say something like:

If Dallin doesn’t finish his homework, then he will not go to class. Dallin did not finish his homework. Therefore, Dallin will not go to class.

If you think about it, you’ll start to see patterns of this argument everywhere. Religion is an easy example. In Christianity, everything hinges upon the truth of the Bible. If someone believes the Bible is true, then they have no other option than to believe that Jesus Christ is the Savior. If he is truly the Savior, then all the other concerns you have about Christianity disappear.

If the Bible is true, then Jesus is the Savior. The Bible is true.

Therefore, Jesus is the Savior.

As a Christian, if I can get someone to believe the Bible their one Big Domino then it knocks down every other domino and makes any other argument irrelevant to the person who has that belief.

But it’s not just in religion. We see this happening everywhere around us from politics to sports to the people we spend time with. That’s why it’s hard to have an argument with someone about something they truly believe in. When that seed of belief is there, it doesn’t matter how much you try to convince them otherwise, it has already knocked down all the other smaller dominos that you’re trying to stack back up.

The One Thing, aka The Big Domino Statement When we launched ClickFunnels, I tried to figure out the one key belief that I needed my audience to understand and believe. I came up with this basic statement:

If I can make people believe that (my new opportunity) is / are key to (what they desire most) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant and they have to give me money.

If I can get someone to TRULY believe that the new opportunity is the key to what they want the most, and they can ONLY get it through my vehicle, then they have no other options but to buy. This is the key to launching your movement. Belief.

Here is what I used for ClickFunnels:

If I can make people believe that funnels are the key to online business success and are only attainable through ClickFunnels, then all other objections and concerns become irrelevant and they have to give me money.

When someone believes they have to have a funnel (and they do), and that I’m the only way they can get one, then they have to buy ClickFunnels. There is no other option.

I’ve helped my Inner Circle members create these statements for their businesses. We discovered that if we’re struggling to make a valid argument that works, it’s typically because we didn’t create a new opportunity, but instead have an improvement offer. If we haven’t created a blue ocean, then the argument won’t be valid.

For example, I’ve seen statements that say something like:

If I can make people believe that (cutting calories and exercising) is the key to (losing weight) and is only attainable through (my new weight loss course), then all other objections and concerns become irrelevant and they have to give me money.

That statement is NOT true.

If the belief you are trying to give them is that they need to cut calories and exercise, there are a few problems.

1. You are NOT in the Prolific Zone you are in the mainstream.

2. This is NOT a new opportunity. There are thousands of identical programs crowding the niche of “cutting calories and exercising”.

3. This is NOT a blue ocean. They could literally buy one of a hundred different products to satisfy the belief you created.

I would need to change my niche and my opportunity to be something like this:

If I can make them believe that (getting their bodies into a state of ketosis) is key to (losing weight) and is only attainable through (drinking Pruvit’s ketones, which put the body into ketosis within 10 minutes), then all other objections and concerns become irrelevant and they have to give me money.

The first step is creating your Big Domino statement. Once you have a statement that works and is true, the next step is to create real belief in your One Thing.