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- [00:00]
A
Hey, guys, welcome back to this profit. Last week we said that trust is clarity plus certainty. And the levers are specificity, proximity and speed. I think we name a little bit different, but there's something that's still underneath. And today we're bringing you part two of that episode. So if you haven't checked it out, go check it out. It's actually how to make a little bit more sales, how to sell more of what you do, how to serve more people, you know, with the things that you do on your content. Right. But today we're going to be talking about three believes. Your audience needs to hold before they ever buy from you. This is coming from Fonzie's brainstorming. We got him back here in studio. What's happening? Welcome back, Fonzie.
- [00:40]
B
Thank you. Thank you. It's always fun to be here at the studio.
- [00:43]
A
Yes, yes, yes. So anyways, like all these. We have to take care of all these three things and it has to be present throughout our marketing, messaging, content, sales letters, emails. So hopefully this is a very impactful episode for you and for us.
- [01:00]
B
Yeah, right, yeah, absolutely. Good reviews of marketing content.
- [01:03]
A
Yes. So quick callback for last episode. Officially 644. But again, trust is your clarity. My alarm is going through.
- [01:11]
B
But anyways, who's counting?
- [01:13]
A
Who's counting? I know, it's like one of. I actually met Pablo from our first Pride JWB yesterday about that experience. And they're on episode 500 since we started that pray, which is crazy. We're not involved anymore. But we did start with them for like the first year or so.
- [01:31]
B
That's one of our first podcast that we help produce.
- [01:34]
A
Yeah. 500 episodes. And they're building this incredible YouTube studio, which by the way, if you go to the Bespros YouTube channel, the video is going to be there soon. But he was like, dude, this podcast has been the most consistent thing that I've done in my life. And I'm go back. I'm like, us too. Like, besides, you know, saying I love you to my wife and my kids, you know.
- [01:54]
B
That's right. Systems. Systems.
- [01:56]
A
But that's crazy. But anyways, going back to the recap, right? Trust equals clarity, uncertainty. Right. Three levers that we talked about last episode.
- [02:04]
B
Yeah. Clarity of the problem, certainty of the result.
- [02:08]
A
That's right. And then, you know, with the three levers that we're pulling, it's like, how specific are we? How the proximity between us, the idea, the customer, and the speed of execution too.
- [02:17]
B
Yeah, we call that. We call the speed of engagement on the other episode.
- [02:22]
A
Absolutely. So here's the question, Fonsi. Right. Why do people who clearly trust you still not buy from you? So here's a good analogy, right, that we were talking earlier. It's like, because that trust gets them through the door, but it doesn't get them through. There's another thing that gets them through that door. Right. And we're talking about.
- [02:44]
B
I mean, we're gonna be talking about some of those beliefs, the three. The three beliefs, Right. And you might have heard some of these ideas.
- [02:51]
A
So. Yeah. So trust gets you to the door
- [02:52]
B
and then belief pushes you through the door.
- [02:56]
A
So there's three beliefs, right?
- [02:58]
B
Three believe, that we're going to be talking about. And again, when you build trust, I think you're knocking down one of those beliefs, which we will be talking about right now. But yeah, this, this might be a concept that some people might have heard. So it might not be new to you. It might be a good reminder for you so you can look at your content.
- [03:15]
A
Yeah.
- [03:15]
B
Last episode we talked about doing a little bit of a self assessment, look at the stuff that you're creating and then run it through the things that we covered and ask yourself, okay, why can I change? What can improving here? And it's the same for what we're going to be doing today. You're going to be looking at what you're creating, your message, and you're going to be asking yourself, am I instilling these beliefs in people? Am I helping them? You know, like, for example, Russell Brunson, he calls them the dominoes. Right. Am I helping them knock out the dominoes or first mentor? Right. This was one of the concepts that stuck the most actually for me. And I've been able to use this concept to help a lot of people. And when we're in our talks and everything is really, really help. So if you put this inside of your content, there is no way that people are not going to buy from you. Right. Again, you're giving them trust by giving the. Giving them clarity of the problem, uncertainty of the solution. And that knocks down the first belief, which we're going to be talking about, which is.
- [04:17]
A
Which is crazy. Yet it's crazy. Like, we've actually used this also to launch our podcast. We were, we were super overwhelmed, like, what are the things that we do first to launch the first episode? And we use this framework to actually launch. And we've helped people in the studio too. And every time we share it, they're like, mind blowing, like, oh, man, that makes a lot of sense.
- [04:39]
B
Yeah.
- [04:39]
A
If you're doing like a business, you're selling something, right? If you do podcasts like that, and
- [04:43]
B
these beliefs are actually how people make decisions for anything. Like, it is very, very interesting. If you start looking from, you know, from above, how you make decisions on how you buy anything from, you know, eggs to ice cream, subconscious is always watch, you know, whatever it is, you're going to realize that you actually hit on this steps before making the purchase, right? So belief one, reveal it. Belief one is the vehicle. The vehicle, which is, do people believe this thing that you're selling is actually going to help them? So that's why I said that. Building trust, right? Certainty and clarity, certainty of the problem and clarity of the solution. That's if they believe, if they trust that they're going to say, okay, this vehicle works, right? They're going to say, for example, if we sell in podcast production, for example, they're going to be okay. You know, I believe that podcast can help me grow my business and build a loyal, you know, fan base, if you want to call it, but a loyal build base of listeners that can move in into my sales funnels and then, you know, go through my sales process. I believe it.
- [05:59]
A
Relationships that are good for my business, like, exactly. Does, like, if we talk about your offer, like, does your offer work? Does your method work? You know, does your category work?
- [06:09]
B
Yep.
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A
Is the thing real? Right.
- [06:12]
B
If you're in the fitness space, for example, if you're in the fitness space, they're going to. They're going to be okay. Can this help me lose weight or can. Is this going to help me get shredded? I was like, okay, I do believe it. I see the guy, I've seen result, you know, he talks about these problems. I believe the vehicle works, and that is the first thing you need in order to buy it. Because if they don't believe the vehicle is going to help them, like the other two believes are irrelevant. They don't really.
- [06:37]
A
I remember when, when I was working at Orange Theory, you know, we got a ton of new people that were like, okay, well, how. I don't believe I need to lose, you know, 30 pounds. Like, does it actually work? I've been going to X gym for this many, you know, months and nothing's happening. And we will literally show them, like, we will grab a member that was like in the middle of the class. Ending a class would be like, hey, tell them about your experience. Like, did it work? And they're like, yeah, and they're like, oh, sweet. Okay, then I'll go obviously more in detail, but we'll show. So I think this is cool. Like, how do you actually identify it, right? Like, how do you. How does it look when. When it's missing? So you're going to see a lot of skepticism in the comments. You know, you see it 247 everywhere. Like, oh, another guru. Like another thing, right? This. This is just another course, is another, you know, fitness, another podcasting thing. Does content marketing actually work or is it just a guru talking? Right? Like, especially today or AI Bluff or like, whatever, right?
- [07:33]
B
We talked about it last episode too, which is truly understanding the problem, right? So nail down your messaging. And we learned this actually from our first mentor too, in the space, which is if that one that is the best at describing the problem, people will assume they have the solution, right? So if you can describe the problem that your viewer, your prospect, has better than they do, they will pretty much automatically assume that you have the solution. So they will pretty much believe, okay, this vehicle works. Like, this person has so much clarity on the problem that they're solving that they're, you know, they can express it with so much clarity that they are able to help me achieve it. So, again, obviously, testimonials, all these type of things.
- [08:21]
A
So which is, you know, how do we actually fixes, right? Like proof number one, right? Specific proof. Even better be like, hey, you know, we work with this specific client that is just like you. These are the specific results that we're getting for them. Real numbers, right? Like befores and afters that. I remember the guy that we use it as an example, the fit to fat to fit the guys, like, showing pictures like, hey, here I was fit. I became this massive dude to prove to you that my vehicle, the thing that I'm selling, actually work. And he went through it and he did it again, right? Show. Show and tell is massive. Like, show that thing actually works, not just on you, like if you're practicing, but like with. With a real audience with the. With the customers, like, show their results. And then this is basically where your case studies live, right? Yeah, I remember, like, maybe a couple months ago where we're pitching this big fintech company, and the one thing that they asked us in our proposal was like, case studies. And it was like case studies, after case study, after case study applicable to them, right? Like, similar to them.
- [09:21]
B
Yeah. What if you might be, you know, maybe you haven't documented as many case studies or documented testimonials, right? Or maybe you're starting and you don't have as many results. How do you do it then? Well, the best way to do that is by offering them a quick win. Like what is something that you can do in your. Or a piece of content that you can create that offers them an immediate win. So they can say, this person can solve a problem. For me, one of the biggest problems I see with people creating content is that the problems that they try to solve in their content, they're way too big. So on paper the person might think, okay, yeah, sure, this might work. I could, I could see this 90 day plan working. But at the end of the day is a 90 day plan and it's going to take a lot of effort. They already scroll to the next thing to try it out. But if you give them, and we talked about this, right, a specificity of the problem last time, if you give them a very narrow, small problem to solve and they go ahead and they do it in the next five minutes and they're like, wow, this actually, you know, let's say, I'm going to give you an example. Let's say you're teaching them how to not create a AI slop and actually create, use AI as a tool to enhance your content, not to create it for you, but to help you create better content. And they've struggled because all the output that they get is just terrible slop. You know, sounds generic like everything else. So you tell them, hey look, this is exactly what you're going to do. So you can create your next piece of content with the perfect hook. The perfect body is going to be AI enhanced and I'm going to give you the exact prompt that you need. You're going to copy and paste this on Claude or ChatGPT and then you're going to fill in these spaces with this thing specific to you and you're going to hit enter whatever comes out. That's the thing that you're going to record. That's very easy solution, right? You're giving them the step by step, they're going to grab it. It's going to take two seconds for them. Well, maybe not two seconds to five minutes to do it. They go, Chad, GPT, Claude, they pay the prompt, they actually get something, they read it and if it's actually good and solve their problem. They're going to be like, wow, immediate trust, right? I said that in Spanish, but the vehicle actually works, right? So if you have now the next logical problem, they're going to be like, okay, he comes, help me with my bigger problem.
- [11:46]
A
I Mean a good example if, you know by the time of, of this recording, you might already missed it. I don't know. But if you go to BusinessCreative Club, you know, we've done the context documents for your AI and your business document, your, you know, board of directors prompts that we get, those are solutions to very specific problems that our community were having. So going there, if you don't see them in the main page, you can just log into the community to Business Creator Club is going to be in the vault. We've been releasing these, but that's a good example. Like we had a very specific question and we did a couple episodes on how to solve that very specific question and we got interested from people that were outside of us because those are the problems that they're experiencing. So that vehicle helped them solve it. And that's the proof basically of, you
- [12:30]
B
know, what we need.
- [12:31]
A
We actually jump on afterwards with a couple of them and they've been using it, which is crazy. You know, they went through the prompt, they answer the questions, they're like, oh man, my output is not generic anymore. It applies to my story, to my things, to like my, my own frameworks, which is really cool. So that's a good example of like how we applied it lately in the, in the latest episodes.
- [12:50]
B
Yeah. So I'm going to lead to vehicle. No vehicle belief number two with this example. I said anything that you buy kind of like goes through this process. So imagine you're at the grocery store and you want to buy milk, right. You go to the milk aisle obviously at the end, so you get to see all the tasty snacks in there. And you know, they tease you to try to buy them. I want ice cream so bad. But you get, you get to the milk and you're gonna buy it, right? And you already made the decision that milk works for me and that is the vehicle. Yeah, right. But now you get confronted with, do I get grass fed organic or you know, do I get the great value type of brand? And some of you probably, if you guys are super crunch listening to this, might be like, ah, whatever, they're the same thing. I don't know, I don't know all that stuff. Right. But you might be confronted with that decision and then you're like, you know what? Maybe I'm super healthy, I buy everything organic. This is the vehicle. That message is resonating for you. But you're making that decision. Now. The second belief is, the internal belief is, can I use this thing? Now imagine the milk rather than Being in a regular bottle or carton. Like, it's in this weird contraption that you have no idea how to open it and pour it. Right. Is the organic one, the one that you want, the vehicle, but now it's in this freaking weird contraption, and you start asking yourself, how do I open this? How do I use this thing? And that might deter you from buying that milk. And it's the same with the program. Right. People are going to be like, all right, I believe on the Lost Weight Journey, I believe that your gym can help me do this. I believe that your agency can help me, you know, turn content into profit. Yeah. But now they're going to be asking themselves, can I do it? Can I be consistent? Can I jump in front of the camera and deliver the message?
- [14:48]
A
We have the perfect example that we're just talking to Jim right here in the lobby, where we had this lady come in one day and, you know, we sat. She brought 52 outlines of episodes ready to rock and roll. Her past is amazing. Her, you know, her process and her things.
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B
Like, she believed the vehicle.
- [15:03]
A
Believe in the vehicle. Right. Well, she believed her vehicle like she was actually. But she believed that the podcast was the thing.
- [15:09]
B
Yeah, the podcast, the vehicle.
- [15:10]
A
And then when the time came that we turned the cameras on, her internal belief completely shortcut, like, completely failed. She's like, I cannot do this. And we had to sit down with her for about an hour, and we ended up recording something different. But she couldn't get past the fact that the imposter syndrome and internal reasons of why she could not do it.
- [15:31]
B
Yeah.
- [15:32]
A
So that was a very clear example of, like, oh, wow. Now we need to work on helping these people solve those internal beliefs, like, how do we present the content? How do we present our message? How do we make it as easy as possible for them to be, like, cool? So, like, Fonse said, well, that organic piece of milk, instead of that company, instead of putting in that crazy contraption, how can we make it as easy as possible for them to pick it? Be like, oh, yeah, I can open that. I can use. I can drink it. Right. So in your own process, not only the sales, but the content site, like, how do we actually show this? Right. So what does it look like when. Is when he's missing?
- [16:08]
B
And I want to say a piece of content doesn't have to just address one belief. Like, you can address all of them.
- [16:15]
A
Yeah.
- [16:16]
B
In a single piece of content. Right. In a single episode.
- [16:18]
A
Yeah.
- [16:19]
B
So, for example, if we go back to testimonials they show that the vehicle works. But if it's a testimonial relevant to the person that is reading it or listening or watching it, right? If it's a person that was in the same situation that they were, then it's going to help them shift that internal belief because they're like, wow, this person, you know, had the same. I know. Amount of debt that I had. And look, now they cleared their debt and they're making so much money online, I'm like, that could be me. Yeah, right. And. And that can help them shift that internal belief.
- [16:51]
A
If you watch like all infomercials, you know, you see that, right? Like, they're selling you the vehicle first and they do a show and tell and they show like how this tape works, right? And they put it like in front of like the, the water, and the, the tape like blocks the entire water.
- [17:04]
B
And that is actually doing the both vehicle and internal. Because you're seeing how the product works and you're like, okay, the product actually works. But then they're showing you how easy it is to. Exactly.
- [17:15]
A
And then, and then they show like a testimony. It's like, oh, man, I was having this issue in my house with this thing and then, you know, I bought the tape and it was so easy to use and I put it in there and like, okay, well, if that person could do it, I can do it. Right? Like, so is a lot of. They can. You know, obviously they work together, but they don't have to be separate, right? So I think, like, identify, like, why is missing. Like, so situations like, I love what you do. This is so exciting. But I'm not sure if I have what it takes, right? Like, you know, if you can ask questions in your process or in your content that can help people put that into words. You can help them, you know, move past that whenever you had a call and then they're. They're ghosting you. That could be an indicator where it's like, okay, why? Why they're not answering me. Maybe it's not us is them. But like, we need to find those, find that out and solve it ahead of time.
- [18:02]
B
For example, we're going to do a narrow piece of content that solves a very small problem for them, right? Immediately they might be like, well, you know, I have problems confidence on camera. And the narrow problem that you solve is a very quick tip for them to record something that is like 10 seconds and actually publish it. They will do it. And then immediately they can be. Their confidence is going to change. They could Be like, oh, yeah, I can actually record and publish something, right? So, like, now can we bring this into the bigger scale of things?
- [18:35]
A
I have an example here because, you know, when we go into the how do we fix this part? You know, when you show people you've helped who started their same, like, there'll be the similar example that we just shared. But we had a part of our process early on where we would show the entire process, right? So let's say you hire Beast Bros for your fractional team, right? In those calls, we will show a full demo where, hey, you just have to give us a thing. And then we show the internal machine. Like, at least that was my process back then. And I was showing them thinking, like, it will establish the trust with them. And then the content passes through all these faces that, you know, we do, and then you get this final output here. And we weren't closing as many people as we were expecting after the demos, even though the possibility was there. But they were getting so overwhelmed by me showing them the process because even though I was telling them, hey, we'll do that, I'm showing them. And in their head, it's like, I think this is too much for me, right? Like, I don't know if I could handle, like, keeping track of all these things. And I was trying to make a point where like, no, we take care of this. And when we switch, that's where it's like, okay, hey, look, all you got to do is record the content you're already doing that. We take care of, like, the messy middle. Like, that's what we do. And I would not describe the messy middle. And all you get is this. And then your team has to post it, which you guys are already doing it. They were like, oh, my gosh, of course we can do that, right? We're already recording it. I already do it and we're already posting it. The team is already doing it. So the messy middle, which is my problem. You guys take care of it. Easy, perfect. Let's move on to the next stage. So, like, that. That for me was like, I eye opening when we were showing the process and we're like, I don't need to show this anymore. Like, I don't need to impress anybody. I'm very proud of our process, but I don't need to show it to anybody.
- [20:19]
B
Yeah, absolutely. So focus on that. How do you tackle that internal belief of people? Can I do it? Is this, you know, actually for me and all that stuff, which leads to belief number three, the last one the last one, which is you go to the aisle, you check on the milk, you pick organ, then you realize that is in an easy to open container. You're like, I can do this. You grab it and then you go to the checkout and you scan it and the price is 200% more than regular milk. And you start asking yourself, should I pay for this? Do I have the funds to pay for this milk? Right? Can I afford this thing? And that is belief number three, which is the external piece, right? Like the expert, the external parts, which is like, do I have the resources for this thing? Right? Do I have the money? Do I have the time to do it? Right? So those are things that you can tackle as well. A lot of people tackle those in, you know, with your content, you can do a hook like, hey, look, this is how you do X, Y and Z in the next five minutes are like, oh, wow, that doesn't take a lot of time. Anybody can do it. Tackling internal belief in five minutes, tackling external belief, right? Literally right there on the hook, you can do all three vehicle, internal, external. But obviously when you get to the bigger conversation of funnels and you're trying to sell a high ticket program, for example, this is probably going to look like, okay, let me work together with the other person to see how we can get them to afford in this. Do they believe that much in the vehicle and do they believe that they can do it? That they, they will find a way for the external part of the belief? Right? A lot of people talk about financing and all these things, right?
- [22:12]
A
And like my partner, my spouse, I got to think about it.
- [22:15]
B
Exactly.
- [22:16]
A
It might not be the right moment right now. Like, I need to wait till things settle down a little bit. I mean, this shows up a lot in sales calls, right?
- [22:25]
B
And it will be different for everybody depending on their business that they have and the sales process that you have. Right? Some people will have sales call. They will be addressing a lot of those in there. But ideally you're also addressing that stuff in your content. How can you address that in your content? Again, we go back to testimonials. Hey, this person, you know, that is very similar to you. They did, you know, 5x their investment, right? They're doing this amount monthly. Immediately you're thinking, oh, okay, well if I'm paying, you know, five grand for this program, but I get to make, you know, 20, 50 grand a month after this. I'm like, like, cool, like I'm gonna do it. It's a good investment, right? So you're knocking that external belief, right? If you think, all right, but how long is gonna take me, Is it gonna take me like three years to get to that point? But you're like, no, this person actually did in the, in the next six months. You know, like they apply themselves. They, they follow every single instruction and they did in the next six months. Oh, cool. Wow, Interesting. And then you're tackling those things before you have to jump on a call. But, but there's other vehicles, right? You got webinars, you got DM conversations. And again, that the vehicle in which you're making that sale is, is not. The important part in this conversation is actually the fact that when you look at your message and you're self assessing the content that you're creating, are you touching on all these three beliefs? Right. Vehicle, do they believe this thing is going to help them? Internal, do they believe they can help themselves and actually do the thing? And external, do they have the resources to make this work? Time, money, right? So if you look at it in that way, you can start looking at your content and ask yourself, am I touching on these beliefs in my content? If yes, your content is going to be way more effective if you're not and is going to help you build that trust that we talked on, on part one.
- [24:19]
A
Yeah, I mean a very common one that we get here in the studio is like, you know, when they're trying to start a podcast, either there is related to a business or entertain. Pure entertainment, right? And normally when it's like pure entertainment, the monetization strategy changes a little bit. But they're like, man, like they have to have a budget, like it costs something to produce here in the studio. So one of the things, okay, how do I actually finance the production of this? One of the things that we tell people and that we put out there is like, hey, look, you can find actually partners to sponsor your show even before is out that you can finance the whole production. People are like, oh, I didn't know that. Right. And that is part of addressing that external content concern that they have because they can't or cannot afford the podcast. And we share a wonderful resource from one of our podcast guests. I'm blanking on the, on the book right now, Justin.
- [25:13]
B
So sponsor Magnet.
- [25:14]
A
Sponsor Magnets. Yes, go get it, please. On Amazon. It's so good. And he basically lays out all the, all the process in there. That's what they do. And we refer to them. And we've had shows that have, you know, found sponsors and then come Back and be like, hey, let's launch it right before the show is even live. So it helps us because it helps, you know, us produce their stuff and it helps them because they're producing it with like no money out of their pocket, which is great. So in your business, what are those things that come up every single time? Maybe in your sales conversations or the conversations that you have with your members, your customers, address those ahead of time on emails, on the content that you're putting out, or even in the sales conversation that you're having now. Cool. All three. Check, check, check.
- [25:59]
B
So I would love to hear from you listening this. If you made it to this point, let us know. Reach out on Instagram, mine personally at Fonse creates my brothers at Luis that creates.
- [26:10]
A
Are you going to answer?
- [26:11]
B
Yeah, of course I'm going to answer. I never answer him. He sent me too many memes.
- [26:16]
A
Many memes.
- [26:16]
B
You know, I would love to hear from you. If you do a self assessment, what are the things that maybe you might be liking or that you might need a little bit more, more clarity on when creating your content? Right. Again, look at it. Are you tackling the vehicle internal and external beliefs in your content? You can do all three in a single piece of content. You can do them individually, right. You can do them across your funnel. While you're building that trust with people, are you, you know, giving them certainty and clarity? That is very, very important. So reach out to us. We'd love to hear again how that self assessment looked like for you. And now that's pretty much it.
- [26:54]
A
Yeah, that's pretty much it. Guys, if you want to be a part of the community, business creator, the club, you'll see the active lead magnet that we have or the solution that we have based on the things in the community, you're going to see it right there in the home. We have right now at the time of the recording, your contact document and your board of advisors for your own company, your prompts that you can put on your ChatGPT and your Cloud completely free is a process. It takes you about an hour to do it, but when you do it, it's amazing results. So go get them for free. They're there, but if you don't find them there, they're in the vault. So come join us every Friday. We also have office hours, so come in, ask any questions. Very cool solutions that we, that we have there. Actually, we had this lady that she is in the law industry practicing as a lawyer and she is over that and she decided that she was going to create a solution for some problems that she had in the. In the law. We brainstormed in that office hours, and she was able to sell $5,000 package the next week, which was crazy. I was like, very proud of you. So cool. So come get the fire ignited and help us with. Help us spread the word. Come on.
- [28:00]
B
That's right.
- [28:00]
A
Let's go.
- [28:01]
B
Help people. Help people get their milk. Help us help you help people get their milk.
- [28:06]
A
Get their organic milk. That's right. Sweet with that. Say, guys, thank you so much for tuning to the content Profit podcast, and we'll see you on the next show.
- [28:14]
B
See ya.