It's very hard to change beliefs. Youl'll do better fitting in with existing beliefs.

Could not disagree more. And this is in direct contradiction of people such as Eugene Schwartz.

It is far more lucrative to "add onto" an existing, established belief system than change one.

I prefer not to go the way of 'some say this and some say that'. There's enough books and courses out there where the authors have proven methods.

One obvious choice is 'Scientific advertising', and another is 'My life in advertising', both written by Claude Hopkins.

And in both he goes through what works and what doesn't.

And I study everything by Drayton Bird.

Why guess and wonder when all the info is there for the taking?

Personally, I'm glad I'm too stupid to do my own thinking and prefer to do what others have already done and proven to work.

... the most effective way to sell is to sell. Your customer already wants to buy or else they wouldn't be on your page (or in your store) to begin with.... Did they leave without buying? No... you forgot to sell them. And selling is like nothing when they already want to buy, which is why they are in your store, (or on your page) in the first place...

I think if you look at Eugene Schwartz more closely, you'll see his style lends itself to exactly what I'm talking about above.

Think of it less like "Mass Desire" and more like an application of his Redefinition.

Your goal isn't "WANT this"... Your goal is "want THIS"

For example: You're not taking his debt and telling him he's rich.

You're taking your prospect's debt and telling him it's an opportunity. A chance most people don't have - a life free from the burdens being "moderately comfortable" gives them. And the freedom to finally go after HAPPINESS - instead of money.

Before - He believed he was in a losing, no win situation. Depressed, clueless where to turn.

After - He believes he's just one step away from having the dream he's always wanted.

And if you did your job, your product conviently has the answer.

- HR

Fair enough. About the only thing I can find is "contradiction of present (false) beliefs" on page 146.

Nothing, but nothing, about radical change. Everything else is about -- and I quote from the text:

Upon rereading, he seems to leave little wriggle room.

I think you can work within an existing belief structure and reframe an issue.

Let's say weight loss. You can't say "this weight loss plan will work" when most people you're advertising to have tried three plans before.

If you give the reason why you failed is X, and therefore Y, your chances go up. If X is not the reader's fault, better still.

SlimQuick understands how women lose weight. In contrast, most amateur pitches contradict the existing belief structure of women. SLIMQUICK’s Ultra Fat Burner formula works in 6 ways to help address physiological barriers women face in losing weight.

What most believe is that they're doing everything possible to grow their business, right now. Same thing as weight loss. They're tried flyers, or direct response, or whatever. They believe it doesn't work for them.

Joe Polish figured out the key a long time ago. He applied a variety of techniques to his own carpet cleaning business. Then carpet cleaners believed he could help them too.

Uphill battle. The nature of humans is to seek security and predictability. When you try to change an existing belief structure, you're going to resonate with only about 2% of the population, the Innovators.

Innovators are those folks who are always the first to try something new, go somewhere new, experience something new. These people thrive on "going where no man has gone before". They willingly seek out risk, believing that any amount of risk justifies even an infintesimal possibility of reward.

So, if your product is aimed at this (roughly) 2% of the population, have at it.

But if you want to sell to greater numbers of people than this, you're going to be slogging much, much harder than you should.


And this is where most people stop. Consider, however, that 'benefits' are the results of functional 'features'. Benefits are what features do.

But not what features do for the prospect.

When marketers limit their scope to features/benefits they usually miss the emotional sweet spot. Which leads us to your next point:

No need for a variety of reasons. People buy from emotion. They justify the emotional decision with logic.

IMO, this is the sort of 'problem-based' approach that so often sends marketers off target: "You have Problem X. My product solves Problem X. Therefore it's obvious that you need my product."

The problem (pun intended) with 'problem-based' aproaches is that the focus remains squarely on the product, not the prospect. And certainly not on the prospect's emotional wants.

Which is where the buying triggers are located. Deep within the prospect's wants.

This premise assumes that people want (there's that word again) their beliefs 'identified' by someone else (most people, as you observed, believe their beliefs are 'firm'), and furthermore, that they want those beliefs 'shattered' or 'rearranged'.

Unless you're in the self-help market (and, in some cases, even then), you're usually going to have to do a lot of convincing. You're going to be working much, much, harder than you need to.

When the student is ready, the teacher appears.

There is rarely an instance when the answer to a problem is not apparent. However, if we are singularly focused on looking at the problem, we will not notice the solution in plain sight.

For example, a recent study looked at people who considered themselves 'lucky' and 'unlucky'.

Both groups were presented with identical situations and events. 'Unlucky' people saw fewer, if any, ways to change their situation. 'Lucky' people saw those opportunites all around them.

Remember, both groups were given the same events and situations. The 'lucky' people 'looked' for opportunity, and so they found it. The 'unlucky' people did not, and so they didn't.

Or are we happy because we feel more in control of our future, get to spend more time doing the things we enjoy and with the people we love, pay bills without a second thought, etc, etc.?

A passive income business (product) detaches your earning potential from your time (feature). The result of that feature functioning is 'freedom' (benefit). The result of the benefit is more opportunities for happiness and personal satisfaction.

Which is what most people want.

Better yet, think, "How does my product/service help my prospect get what he wants?"

A solution doesn't have to be either necessary or unique. It just has to help the prospect get what he wants.

For example, to solve the problem of, "What to watch NFL games on", nobody needs a $,4000, 59" flat screen TV. It doesn't provide food, shelter, or protection - which are the only things people really need.

And, to watch the games, a $200, 13-incher would let someone see the same feed as the guy watching the game on that $4,000 TV.

So why would somebody throw down $4,000 for something they could get for $200?

Simple. They want.

And what they want, 'ain't a TV.

Even easier: Build your marketing concepts around the way your product answers his want. Better yet, build your product that way.

Work, work, and more work.

People hate to work.

If you sell to an existing want, and adjust your approach to exsiting beliefs, you will sell even more. Seriously; it works every time.

Disclaimer: All of the above: my opinion.

One great insight I got from Gary Bencivenga is how you can
increase your "proof" dramatically and make more sales because
of the increased belief.

To paraphrase, he basically says people have to believe you before they'll buy
and increasing the amount of proof can multiply your sales unlike any other method.

Hope this helps.

Hank you LEGEND!!

really really liked this post. warm tingly feelings got my armhairs dancing in fields of goosbumps.

This ties amazingly in to an idea i've been playing around with lately: writing is all about emotionally affecting your readers.

And, i may be misinterpreting where you're coming from, but i think that the people who replied to this post don't realise that you can change their belief TEMPORARILY via your writing and then make the lasting change through your product.

What you say about giving new mindsets is SUPER KEY but i'd prolly use the term "new mind states". People think mindsets are solid - and i agree with you, you can give them new mindsets. Mindsets and beliefs are definitely malleable. But they follow mind states. Make them feel differently for a while and solidify it by giving them results and their mindsets change. mindsets and beliefs are more stuck than the transient states of right now which, collectively make up these mindsets and beliefs.

trying to overhaul your prospect's belief system is tough. But chaning the way they feel RIGHT NOW is easy. That's where being an awesome writer comes in. And if you can do that, then you can get them to buy a product which will buy you another couple of hours to remix their perspective. And THAT will give you enough time to change their belief just enough that it takes big shifts by itself.

RickDuris is also on point but i think that the difference between what you said and he says is a semantic one.

Your reply about it being a FOCUS thing def clarifies it a lil but you've gotta recognise the transient nature of it all. You've been really excited to do something only to drop it a day later. Not that it really matters but that's what makes using the more fixed term 'belief' a lil shady

really really amazing post though.
supremo respect

be cool to keep in touch. PM me your site or summen
unleashreality