What's included

• Pain Matrix

  A deep dive into how well your prospects understand their problem. Is it physical or psycological? How well do they understand what's causing it? How visible is it to others? How urgent is it? Is there a social stigma connected to it? Is it measureable? How often does it happen? How much do they believe they have control over it? How emotionally intense is it?

• Epiphany Threshold

  What do your prospects already know about your product or service? If we put a message in front of them that is too obvious, they'll ignore it. If we put a message in front of them that is too outlandish, they won't believe it. The Epiphany Threshold is the sweet spot that makes them highly interested to hear more.

• Core Wound + Ontological Resources

  The Core Wound is a human beings' worse fear realized. Each market refracts this Core Wound differently because every person possesses a mix of 12 Ontological Resources they use to feel safe: 1. Physical appearance and attractiveness 2. Financial wealth and material possessions 3. Social status and influence 4. Professional titles and achievements 5. Fame and celebrity 6. Youth and vitality 7. Relationships and emotional dependencies 8. Intellectual prowess and knowledge acquisition 9. Cultural or societal validation 10. Sensory pleasures and indulgences 11. Independence 12. Power and control over others It’s these different dynamics that create the unique expression of pain that your market experiences.

• Resonance Hierarchy

  This marketing theory summarizes that everything you need to know about your prospect can be summed up into 4 specific tiers: IDENTITY, VALUES, BELIEFS, EXPERIENCES According to the Resonance Hierarchy, people are born as “blank states” with limitless possibilities attached to what they can achieve. However, there’s a major difference between the prospects at the time they were born -- and the version of the prospect that stumbles across your sales message.

• Concentric Circles of Concern

  This psychological model explains that there are expanding circles of things that concern a particular market: 1. Primary Goal 2. Critical Factors 3. Field Factors 4. Contextual Considerations 5. Fundamental Human Needs

• Ejection Triggers

  Just as important as saying the right things is NOT alienating your prospects by saying the wrong things. Ejection Triggers are ideas that are conflict heavily with the prospects beliefs or values and they can cause them to immediately STOP reading or watching.

• ...and so much more!

  This is the most comprehensive blueprint for getting your prospects to buy.