The Sell Effect

The SELL Effect
5 Steps That Increase Sales Conversions
The End of This Book Reveals a Secret of How to Get More Sales
You can reach Peter at: peter@crocbrain.com or 949-954-0591 or www.crocbrain.com
The SELL Effect

Table of Contents
Step 1: Understanding the Brain
Step 2: How to Access The BuyingBrain
Step 3: Tapping Into 4 Ego SalesFilters
Step 4: Appealing to Status & Opportunity
Step 5: Using Internal Decision Triggers for Conversion
How to Get More Sales
The SELL Effect

With the dawn of neuroscience, we now know

your best sales tool is their crocbrain.
- Peter Lisoskie
BrainScience to Selling Explained...

The brain is truly one of the most amazing creations in all the
universe! It's a complex network of neurons, synapses, electrical
charges, and chemical elixirs that produce the thoughts, memories,
feelings, and physical actions of every human being.
In fact it only takes one 1 billionth of a volt to produce an idea and
every time you create a thought, you create a chemical to make a
feeling. According to Joe Dispenza, who is a Dr. of Chiropractic and
holds a B.S. from Rutgers with an emphasis in neuroscience, the
brain processes 40 billion bits of information every second. Did
you also know that when you are taking information in from your
five senses that include: seeing, hearing, smelling, touching, and
taste, your brain is processing the information at 11 million bits per
second.
Where does this get processed?
Here's the answer. The Neo-cortex [located near the top of your
skull] processes the data coming in at about a rate of 20 bits per
second. The remainder of the processing is done at the crocodile
brain level at the base of your skull. In addition, when thoughts are
generated in your mind, the synaptic centers in your cortex are
firing at about 2000 bits per second; whereas, the synaptic centers
in your crocodile brain are firing at up to 40 billion bits per
second!! So you can see the crocbrain trumps all rational brain
activity!
The SELL Effect

Understanding the Brain

Scientists' new understanding of the brain is that it's completely
elastic. What I mean by this, is that the neurons can move and
reattach with new neurons when thoughts and feelings occur in the
brain and you can grow whole new circuits just by learning.
However, repetition allows those neurons to maintain a long-term
relationship. This is what we call associative memory.
This is why we must mentally rehearse what we want with specific
skills and instructions everyday. To reinforce the new neural
pathways.
When you hold a thought, the brain patterns and makes circuits
that pattern the thought. By generating these new circuits, you'll
perceive things that already existed in reality, but you never really
saw.
It's only been in the last decade, that scientists have benefited from
new technologies such as EEG and FMRI in the field of
neuroscience to study what is actually happening in the different
centers of the brain, given certain types of input. So what are these
EEG and FMRI technologies and what do they measure? EEG stands
for Electroencephalogram and actually looks like a swimmers cap.
It's put on your head and is loaded with small flat metal discs.
These discs are electrodes that measure the electrical synaptic
activity in your brain. FMRI is an abbreviation for Functional
Magnetic Resonance Imaging and is like a big tube device that you
lay in, like an MRI, that measures the change in blood oxygenation
and flow in the brain that occurs in response to neutral activity or
mental processes. Through the use of these technologies, scientists
now know the brain does not make any kind of purchase decisions
with the Neo-cortex, located at frontal lobe of the cortex right
behind your forehead. Instead the brain actually makes decisions
using a combination the crocbrain, or the reptilian complex, and
the limbic system [part of your mammalian brain] as seen by the
measured brain activity in these regions.
The SELL Effect


In fact, scientists have learned through applying EEG and FMRI
technologies that when it comes to purchase decisions, there is a
hierarchy in the brain. First is the gatekeeper, or the crocbrain. The
crocbrain is all about survival, so it's always scanning for input that
may pose a survival threat. Being that survival is the highest
priority, it trumps both the limbic system and the cortex during
purchase decisions. In other words, if what you say is perceived as
a survival threat, you don't make it past the crocbrain, and you're
going nowhere fast in any kind of selling situation.
Next is the limbic system or the emotional center the brain. If you
make it past the crocbrain, the limbic system sizes up all messages
and compares them to stored associative memories and emotions
using the hippocampus [a part of the limbic system responsible for
storing and indexing memories] while orchestrating and
coordinating messages with the amygdala and the hypothalamus
to produce different chemical elixirs, called neurotransmitters, in
the brain such as dopamine, glutamate, or serotonin. Memories
and emotions are critically important to a person's makeup, and
therefore, the limbic system trumps the cortex but not the
crocbrain.
The cortex, where all the reasoning, data analysis, logic, and
higher-level thinking occurs is subservient to both the crocbrain
and the limbic system during these purchase decisions.
So you can see the most powerful parts of the brain, when it comes
to making purchase decisions, are done with the oldest part of our
brain, at the center of it all, the crocbrain.
The SELL Effect


Before we get started with the crocodile brain education, let's first
take a look at the brain diagram here so you can get a general
sense of where everything is located in the brain.
So first off what I want to review is the three major parts of the
brain. There is the cortex and Neo cortex which is the frontal lobe
your brain. There is the mammalian part of the brain, in the center
of the brain, and then there's the crocodile brain which is right at
the top of the brain stem.
The SELL Effect


I'm going to go over each of these three parts of the brain so you
get general sense of what these different functions do from a brain
science 101. Obviously we're not going to get into a lot of the
neuroscience research get into every technical detail and I don't
think you want to get bogged down in the details.
What we're going to do is give you enough knowledge so that you
understand how the brain works as it relates to WHAT YOU SAY
and WHAT YOU DO in sales and that really is the power of this
book along with the scripts and exercises learning on what to say,
how to generate trust and desire in prospects, and how to convert
the prospect into a sale by knowing what you're triggering in the
brain as you're having a conversation with the prospect.
The SELL Effect

How to Access The BuyingBrain

Now that we have a basic introduction to the three parts of the
brain and the power of the CrocBrain, let's dive a bit further into
the the middle part of our brain known as the mammalian brain. It
houses the limbic system, a collection of brain centers including:
the amygdala, hippocampus, hypothalamus, ventral tegmental area
or VTA, and the nucleus accumbens that form The Reward Circuit
and what I call The BuyingBrain.
So let's get to explaining the different parts of the brain that make
up The Reward Circuit. While this may seem like boring science
stuff, you'll want to read it carefully as it relates to your new way of
selling.
The SELL Effect


Amygdala
Housed in The Reward Circuit is the amygdala. The amygdala is
primarily responsible for decoding emotions, and in particular
stimulus that may threaten our survival. Feelings and emotions
like anger, sadness, joy, and happiness all stem from the amygdala.
Hippocampus
The hippocampus is known as the memory indexer. It works in
conjunction with the cortex to store memories of facts and events.
For example let's say you go to a dinner party with friends and
during the dinner you experience the smells and tastes of good
food, fine wine, hear great music, and enjoy laughter with friends.
The hippocampus will take all these sensory inputs and form a
memory of an episode.
Hypothalamus
Working with the amygdala and hippocampus is the
hypothalamus. The hypothalamus is responsible for processing of
emotions. Through neuroscience technology and research, it is
believed when an associative memory with emotion is retrieved by
the hippocampus' memory indexing function, it triggers the
hypothalamus to introduce different cocktail elixirs, called
neurotransmitters, that are dumped into the brain depending upon
what is said, seen, smelled, touched, or tasted.
Two powerful neurotransmitters produced by the hypothalamus
are glutamate and dopamine. Glutamate is called the 'feel bad'
neurotransmitter and is responsible for negative emotions and
memories. Dopamine is called the 'feel good' neurotransmitter
and is responsible for euphoric, pleasurable activity.
And research is starting to show they way we think can have a
biological effect upon our bodies and our decisions...so turn the
page to learn more about the power of these chemical elixirs.
The SELL Effect


According to the Arizona Center for Advanced Medicine, what we
think can affect cellular health in our bodies. Here's what they say
about negative emotions and the release of Glutamate:
...negative or painful emotions generate a chemical
neurotransmitter called glutamate. In the brain, glutamate causes
gateways in nerve cells to stay open, triggering a process called
apoptosis, which results in cell death by suicide. If enough cells die,
function is lost, and we become dys-functional, or ill..
And the reverse is true as well as it relates to positive emotions and
experiences according to Dr. Ananya Mandel, MD:
...dopamine is released during pleasurable situations and
stimulates one to seek out pleasurable activity or occupation
producing desire for that activity or occupation.
So what does this mean for us in sales?
Neuroscience has shown us that WHAT WE SAY and DO is critical
to our success in sales. What we want to master is how to release
the chemical elixir DOPAMINE into brain AND make the dopamine
connection to our product, service, or business opportunity. And
later in this book, I'm going to give you some of my formulas for
how to do that.
For now, keep reading about the other parts of the brain that make
up The Reward Circuit so you have the foundational knowledge to
accomplish the connection between the dopamine dump and your
product, service, or business opportunity.
The SELL Effect


Ventral Tegmental Area, VTA
Once the chemical elixirs, like dopamine or glutamate, are
produced by the hypothalamus they make their way across the VTA
to the nucleus accumbens by way of the MFB, medial frontal
bundle a set of fibers that connects the VTA to the nucleus
accumbens [see the diagram for the MFB location]. It is the
neurons of the VTA that synthesize the neurotransmitters like
dopamine, glutamate, or serotonin and send it to the nucleus
accumbens.
Nucleus Accumbens
The nucleus accumbens plays a central role in The Reward Circuit.
Its operation is based chiefly on two essential neurotransmitters:
dopamine, which promotes desire, and serotonin, whose effects
include satiety and inhibition. The activation of dopamine, for
example, in the nucleus accumbens is central to forming a
desire for something. It is believed the dopamine release in the
accumbens occurs in anticipation of reward and facilitates many
kinds of goal-oriented behavior that would reinforce the
continuation of the reward-seeking dopamine experience.
The SELL Effect


BrainScience to Selling Recap
So what does all this science stuff and explanation have to do with
sales? Here's the recap of what I just explained:
Depending on WHAT YOU SAY, you are either going to activate the
crocodile part of the brain and it will perceive what you say as a
survival threat or not. Your goal is to not have what you say be
perceived as a survival threat so you can keep the SalesFilter of
skepticism down. When that happens, the CrocBrain allows
messages to get through into the Limbic System and, most
importantly, to The Reward Circuit. It is here where you're work
begins to aid in activating the dopamine dump to occur and get to
the nucleus accumbens where a DESIRE for something is created.
By working to connect your product or service with that dopamine
dump and desire, you create and favorable environment for what
you are selling.
The SELL Effect

Tapping Into The 4 Ego SalesFilters

Now that we have explained how to get access and activate The
BuyingBrain through The Reward Circuit, it's important to get an
understanding of the 4 Ego SalesFilters and how you can apply
them to your selling.
First, what is ego? I'll keep it simple and related to selling as that's
what important to us in The Sell Effect.
During childhood development when we start understanding
simple language and begin to make association with our body and
objects around us, we learn that we are a separate being from our
parents. This individuality that is both mental and emotional is the
beginning of our ego our separate identity. This identity is made
of a collection of self-images. And these self-images consists of a
set of core beliefs weve adopted that help us construct our
perception about how the world is and who we are.
Core beliefs are instructions for how to behave in specific familiar
situations. In other words, your ego identity is who you think you
are as well as familiar feelings and emotions you identify within
yourself. A belief is a firmly held opinion that is taken as truth.
Beliefs are unquestioned assumptions that are taken for granted.
And basically, beliefs that run on autopilot are components of our
ego.
Now let's get a summarized understanding of the 4 Ego
SalesFilters...these automatic programs that filter inputs for our
identity and personality.
The SELL Effect

Tapping Into The 4 Ego SalesFilters

Connection
Everyone wants to be part of a group or the herd and this is true
from the beginning of man.
Appreciation
The appreciation is in the form of a compliment. The ego loves
compliments.
Significance
The ego wants to associate with something that matters or leaves a
legacy.
Consistency
The ego wants to associate with things that are familiar.
So how do you apply these Ego Filters in a selling situation?
Remember, I mentioned these are like automatic filtering programs
that are constantly running in a person's mind. You can use them to
your advantage. You're going to FOCUS on two primary drivers in
all human beings that are hard-wired to their egos. That is STATUS
and OPPORTUNITY.
In the next chapter we're going to use the 4 ego filters to help you
understand the significance and importance of STATUS and
OPPORTUNITY.
So turn the page and let's get started.
The SELL Effect

Appealing To Status & Opportunity

Let's talk a bit about STATUS and OPPORTUNITY here which are
the two primary drivers in all of us. And play key components in
whether or not you trigger the SalesFilter in the CrocBrain AND
help the ego identify with what you have to offer through the 4
Ego Filters. To help you better understand this, let's take a look at
the Status-Opportunity Grid below:
Whatever you say to your prospect, they are going to perceive

your message, products or services as either no effect, gain
effect, or loss effect in STATUS or OPPORTUNITY. And there is a
'sweet spot' on the grid shown in gray where you want to be.
So let me briefly explain both and then the grid:
The SELL Effect


Status
Status is your position or rank as compared to others in society,
organizations, family, and friends. Your ability to gain or lose status
in the eyes of others is important to everyone and especially
important to your ego. It's part of the ego filter
CONNECTION...we all want to be part of the group. We don't want
to be 'cast out' or be humiliated in front of our group. It's also
part of the ego filter APPRECIATION...we all want to do
something that gets attention and compliments from others so
we can receive gratitude and attention.
The SELL Effect


Opportunity
Then there's opportunity...we all want to gain, to increase, to get
better whether it's in time, money, or health. The human condition
is wired this way and is expressed through the ego filter of
SIGNIFICANCE or our identity knowing that who we are and what
we do makes a difference or an impact both good or bad. And
the opportunity is CONSISTENT or familiar with what we
already know or can extrapolate from known to unknown to
achieve the gain.
So now let's go back to the Status-Opportunity Grid to understand
what I call the SALES CONVERSION ZONE.
The SELL Effect


During any kind of internal decision making process a prospect
goes through, there's a constant battle in their mind between the
gain/loss of opportunity and the gain/loss of status. In the diagram
below, anything in the red is out of the SALES CONVERSION
ZONE and you're going to have a very difficult time getting the
prospect to complete the sale. I'll briefly describe each.
No Opportunity
When the prospect does not perceive any opportunity for personal
gain, it's going to be tough to get a sales commitment even if
there is a gain in status, unless you're selling charity work. It's even
more difficult if there's no gain in status or a possible loss in status.
The SELL Effect

Opportunity Loss
When the prospect perceives they may have to sacrifice gain for
themselves it's going to be tough to get a sales commitment
even if there is a gain in status, unless they're inclined to desire the
opportunity for a greater good that, in the end STRONGLY
APPEALS TO STATUS.
Opportunity Gain
Even though the prospect perceives an opportunity gain for
themselves, if it comes at a prices of loss of status in the eyes of
the group, it's going to be tough to get a sales commitment.
Many times this may be perceived as having to get something
[opportunity gain] but in a way that compromises principles,
integrity or ethics which most people will not do.
The SELL Effect

However, when we enter the SALES CONVERSION ZONE where the

prospect perceives an opportunity gain without a status loss like
humiliation or embarrassment they are more inclined towards a
sales commitment. And when you combine perceived
OPPORTUNITY GAIN with STATUS GAIN what results is an
INTERNAL DECISION TRIGGER combined with DESIRE and that
is the most powerful sales commitment of them all.
So what's the FORMULA to aid the prospect towards creating
INTERNAL DECISION TRIGGERS during the sales process?
We're going to cover that in the next chapter....so read on.
The SELL Effect

Using Internal Decision Triggers

There are really only 3 reasons why someone wouldn't buy from
us...
1. They don't want what you're selling
2. They don't trust you or believe you
3. They don't believe in themselves to get the result you are
offering
The first you really can't do anything about.
...but you must overcome the last two if you want to make a
sale.
There are three levels of influence that work to overcome the lack
of trust in you and belief in themselves.
The FIRST level of influence is what we say about ourselves and
our product.
The SECOND level of influence is what others say about us
testimonials & endorsements. These are not working so well these
days as everyone is using them and they just create more sales
noise. Testimonials are called external decision triggers someone
else is trying to convince you.
The most effective and underutilized is what we demonstrate
about our product or service and how it gets results.
The SELL Effect


When we demonstrate that our stuff works through the prospect, it
activates what is called an INTERNAL DECISION TIGGER. This is
powerfully effective. Why? When we decide something is good for
us, we own that decision. No one convinced us...no one talked us
into it...it is OUR DECISION. Even if the decision might have been
wrong...because we made the decision, we are more apt to stick to
it and defend it. Even if we know the decision is wrong.
Our mission is to create INTERNAL DECISION TRIGGERS within
prospects and customers by demonstrating the value of what we
have.
And I have great news for you...I'm going to show you a FORMULA
that I've used for the past 10 years to trigger those internal
decisions time and time again in prospects and I'm going to walk
you through exactly how you can trigger the same decisions in
your prospects and customers as well.
FIRST you have to address...
Why Are You Here?

You first have to find out what the person wants to accomplish...or,
in other words, turn that Possibility into a Prospect. Many
salespeople think they have prospects when they only have a
Possibility and my rule of thumb is you can't sell anything to a
Possibility.
So what's a Possibility?
A Possibility is someone that has expressed interest in what you
have to offer. Maybe they have requested information or asked for
a proposal, or a sample of your product. But they are not a
Prospect yet.
The SELL Effect


A Prospect is someone that has told you why they are
interested. They have shared what they Treasure or the RESULT
they would like to get with your product, service, or business
opportunity.
How do you find out what they treasure?
You can do this by asking them...for example before a demo or
product demonstration ask them to write down why they came
here today to your demonstration or seminar.
Most likely, all of their answers would revolve around a Solution
to a predominant Problem or THE BIG THING they need help
with. And it usually revolves around one of these 3 things...
health, time, money
Let's say you help businesses make more sales...really what you're
helping them do is solve the problem of...low sales. It's important
to realize that a lot of stuff could be causing it...it could be a
symptom of:
not enough people on their list to contact

no traffic to their store, poor advertising, attendees at a demo
no follow-up system
poor conversion
...and even though we may have several people in the same room,
they may all write down different answers.
So no matter what the problem and symptoms, everything we
need to do initially must focus on specific messaging.
The SELL Effect


...so let's say you have a prospect who has low sales conversions
and he responds to your ad, or social media post, or blog article.
The last thing you want to do is talk about not having enough
prospects.
SECOND...we don't want to try to sell the prospect AT
ALL...especially at first. What we want to do, at first, is let him sell
himself though INTERNAL DECISION MAKING
...so let's rewind and talk a bit about STATUS and OPPORTUNITY
here which are the two primary drivers of us all.
Your ability to gain or lose status in the eyes of others is important
to everyone. It is part of that ego filter CONNECTION...we all want
to be part of the group. We don't want to be 'cast out' or be
humiliated in front of our group. It's also part of the ego filter
APPRECIATION...we all want to do something that gets
attention and compliments from others.
Then there's opportunity...we all want to gain, to increase, to get
better whether it's in time, money, or health. The human condition
is wired this way and is expressed through the ego filter of
SIGNIFICANCE or our identity knowing that who we are and what
we do makes a difference or an impact both good or bad. And
the opportunity is CONSISTENT or familiar with what we
already know or can extrapolate from known to unknown to
achieve the gain.
What we need to do is to help a person see how they can GAIN
status and GAIN opportunity...and that is the most POWERFUL
INTERNAL DECISION TRIGGER of them all.
The SELL Effect


...so specifically here's how you do it...YOU READY?
First, we need to know the MAP. What I mean by that is you need
to know where the prospect is, and where he wants to be. So the
way you do this...is get out a piece of paper...and on that piece of
paper draw a horizontal line...and two circles, one on each end of
the line. The left circle, is the RED circle, and the right circle is the
GREEN circle.
The left hand side of that line represents where he is

NOW....let's say, for our example, the prospect's got low sales due
to bad conversion. The right hand side represents where he
wants to be...in this case making more sales due to better
conversion. So he basically needs to go from Red to Green. In other
words, the RED circle represents not having the result and the
GREEN circle represent having the result and we know what that
result is...there's going to be a SERIES of things we have to do in
the proper sequence to get that result or move from RED to
GREEN.
Now I'm going to introduce the concept of the POWER OF 5. What
I want you to do is to add 5 hash marks equally spaced on your
line so it looks like this.
The SELL Effect


...so what I want you to do is to list 5 things of what you have to do
in the proper sequence that will represent things that must be
accomplished in order for your prospect to get the results he
wants. And he's got to do them all in the RIGHT SEQUENCE. So
for example, let's say we're talking to a person about HOW TO GET
BETTER CONVERSION on his sales through a sales letter, sales ad,
or social media post. So there are 5 things we can teach him how
to do to get BETTER CONVERSION.
One Write a good HEADLINE
Two Write a good SUB-HEADLINE
Three Write a good OPENING
Fourth How to Write good BULLETS
Fifth How to Write a Power CALL TO ACTION
Let's go back to our example of the prospect who wants a better
sales conversion...So in our sales process we will be offering him
this process step-by-step and show him how to do this. Why?
Because every step of the way he is making an INTERNAL
DECISION to accomplish that step and in doing so, he is
BUILDING TRUST IN US...if you look at it on the Power of 5
graphic you are drawing, it's what I call the GREEN LINE OF
TRUST. If we are showing him how to do this and he realizes we
are helping him to get closer to what he wants to accomplish, his
trust goes up. Why?
The SELL Effect


Because we just gave him some RESULTS IN ADVANCE without
asking for any money exchange. Because after he's consumed
that content and learned how to write a good headline he's got
some RESULTS. And his response to that is,
And his response to that is...
Wow this is Killer...now what do I do?
The next step in the sequence is to teach him how to write a good
sub-headline, say a couple days later. And once he consumes that
content whether its a video, article, podcast, it doesn't matter and
he writes a better sub-headline his level of TRUST IN US is going
up and as we go through each one of these milestones his level of
TRUST IN US continues to go UP AND UP.
...and what's interesting is this...now let's check out this PURPLE
line. The purple line represents his DESIRE for what we have. So
what do you thinks going to happen after day 1 once he's learned
how to write a good headline? Now he's starting to see the light.
He's starting to say, OMG this makes sense. And he's asking
himself internally, Now what do I do? and his desire for our
product or service, for our information, that's going up as well
every time we help him pass through one of these milestones his
desire goes up.
The SELL Effect


Let's rewind, do you remember what our 3 objectives are when we
want someone to create an INTERNAL DECISION TRIGGER?
1. Increase their trust in us...
2. Increase their desire for what we have...
3. Increase their trust in themselves...they need to also believe they
can get the result they want.
...BECAUSE IF WE FAIL TO DO THIS, THEY MIGHT HAVE THE
REACTION, WELL YOU CAN DO THIS BECAUSE OF ALL THE
EXPERIENCE YOU HAVE BUT I NEVER COULD.
As his TRUST IN US is going up and his DESIRE is going up, let's
add another line of color, the blue line...that represents his
TRUST IN HIMSELF. When he learns the new way to write a better
headline and he does that and replaces it with his old headline.
How do you think he's going to feel about his ability to get better
results? Obviously his confidence in his ability is going to start to
go up. And because of that, his trust in himself will go up. And
when he writes a good headline, his trust in himself is going to go
up even more.
The SELL Effect


And it's going to go up more and more as he passes through each
milestone and demonstrates to himself that he can do it. And by
the time you help him pass through all the milestones in
ADVANCE OF EVER REALLY ASKING FOR ANY MONEY, his desire
for your product, service, or business opportunity is going to go up
and his trust in you is going to go up. And most critically his belief
in himself is going to go up, not because of hype or testimonials,
or any other shenanigans...simply because you have been the only
person in your marketplace that has actually been able to help him
help himself.
...so let me show you how folks like us actually put this
FORMULA of the INTERNAL DECISION TRIGGER into practice.
We're going to shift from conceptual stuff into tactical stuff to
show you HOW WE DO IT.
...so let's stick with this example and show a guy named Mark how
to write powerful: headlines, sub-headline, opening, bullets, and
call-to-action
...so the first thing we're going to do is once he's expressed interest
in through social media, an ad, our website, or we struck up a
conversation, he became a Possibility, we could send him an email
and say, Hey Mark, thanks for expressing interest in our
business...I've got a great video for you and it shows you how to
write powerful headlines in your marketing and sales letters so you
can sell more stuff...he goes to that video, he watches it and at the
end of that video we say something very powerful, Hey if you
liked this video and you liked what it can do for you to increase
your sales, you're really going to like my DELUXE sales course on
How to Increase Your Sales. and here's a link where it'll show you
what it can do for you and how you can learn more.
Mark will click away from that video and he'll go over to your Sales
Page and he'll read it and he'll either buy or he won't buy.
The SELL Effect


...so let's say he doesn't buy. The next day, or a couple days later,
you send Mark another video...you're not going to bother him or
be the pushy salesperson that everybody hates, you're going to be
the super cool person because you're going to say, Hey Mark
today I just created this new video for you that picks up where
we left off yesterday...in this video Im going to show you how
to write sub-headlines that get people to devour the rest of
your sales letter like never before. I hope you enjoy it. Go here
and watch it. He's going to go and watch it. At the end of the video
you do the same call-to-action...you say, Hey Mark I hope you
enjoyed this video as much as I enjoyed making it for you and
listen if you're into this sales copy thing and you want to sell more
of your products or services, then I really encourage you to go
check out this great new product of mine...it's called the xyz
product by clicking on this link here. Mark clicks on the link and
goes from the video to the main sales page and either he buys or
he doesn't.
...and guess what, we do this every single time this corresponds
with one of his milestones, and remember we had 5
milestones...headlines, subheads, opens, bullet points and call to
action...every time we're sending Mark this good content teaching
him how to do one of these milestones and every time at the end
of the content we say, Hey if you enjoyed this, you're going to
really enjoy this product so go over here and click this link to go to
the sales page. And then he'll either buy or not buy.
The SELL Effect


Now what do you think this does for sales? Remember our goal at
this stage isn't really to convince him to buy. Our goal is for him
to convince himself to buy through INTERNAL DECISION
TRIGGERS. So every one of your milestones represent some
content to walk him through one of the milestones and he has
decided for himself that you are killer, you are a person that really,
really helps. You are unbelievable because they are already getting
results or seeing how they could get results. And they'll be
thinking, This is great! I can't wait to see what the rest o f the
system is like.
...so this FORMULA really helps us overcome the need to be an
expert at SELLING.
Let's talk about how to structure milestone content...the content
that's going to help them get the results in advance of buying
ANYTHING.
If you recall, I call this THE POWER OF 5. So what you want to do
is to first write down five milestones your prospect must pass
through in order to get the desired result.
So in our previous example we had the five milestones to pass
through to write killer sales copy.
Headline Subhead Open Bullets
Convert
The SELL Effect


First Mark's got to write a good headline. Second he's got to write
a good sub-head. Third he's got to write a good opening. Fourth
he's got to write some good bullets and fifth he's got to write a
solid call to action. If he does that, he's probably got a good
message and his sales conversion will probably go up.
...so now that we have each milestone, it's time to diagram how
you're going to present each milestone to the prospect. And
the way you're going to help him get through it and how you're
going to help him turn it into sales.
First I want you to get a blank piece of paper and write on it so it
looks like this...
For the first milestone it would be Great Headlines Made Easy.

And you'll notice I've got 5 formulas under this milestone to help
the prospect model each formula and if he takes action and
models them he's going to have better headlines and better
conversions. I'm delivering good will. I'm delivering value and he's
going to decide for himself, based on the results that my stuff
works.
The SELL Effect


For our example, here's our 5 headline formulas:
Number 1: How to Yay without Boo.
Yay is the thing that they like. Boo is the think they don't like or
want to avoid. So if we were talking to the fitness niche, we might
say something like...How to lose 25% of your body fat without
living on a treadmill.
Number 2: X ways to Y in Z
For example: 25 ways to lose 30 pounds in 60 days (not sure if that
is accurate...I'm just kind of giving you random examples to
demonstrate the formula.
Number 3: What Everyone Out to Know About X
...this one is from the founder of advertising copy Louis Angel who
changed advertising history he discovered what David Ogilvy
mastered. For example...What Everyone Ought to Know About
Losing Weight Over 40.
Number 4: Who else wants to X?
For example...who else wants to get in the best shape of their life
after 50?
Number 5: How to
This one is a classic which David Ogilvy really, really mastered and
made famous when he created the headline...How To Create
Advertising That Sells.
The key here is you don't want to bog them down...you want to
give them something that they can consume in about 20 minutes
or so and make it so they can instantly grasp that he can do it.
So here's an important lesson to remember here and why this
formula SELLS.
The SELL Effect


The CONTENT IS NEVER ABOUT THE CONTENT itself. We're not
trying to show off here. Instead we need to understand the
content is always about the prospect and his DESIRED RESULT.
...and because of this and with this in mind we need to frame this
content for sales. So when we Diagram this, it's really a 3-step
process.
Frame
Deliver
Pitch
Let's talk about FRAMING first. The easy way to Frame is a simple
script....
You say, Today I'm giving you ________________, So you can
______________
So let me illustrate this point...
Today I'm giving you five battle
Tested headline formulas you can use
so you can increase your conversion and
ultimately make more sales.
That's the easy way to FRAME your content.
The SELL Effect


The next step is to DELIVER your content...
...and in this case I would explain the 5 Headline Formulas and say
here you go...now you create a headline for yourself using each of
the 5 Headline Formulas. In that way, he is creating the confidence
and desire by doing the exercise and thereby activating an
INTERNAL DECISION TRIGGER.
In that way, he is creating the confidence and desire by doing
the exercise and thereby activating an INTERNAL DECISION
TRIGGER.
The next step is the PITCH...so it's important to remember the way
this works...so we're not trying to pitch and talk about how
awesome we are or how great our product or business is...if you
recall, what we're doing right now is giving them really cool
content right now that's going to get them through one of their
milestones and by consuming and using the content, it's going to
make them have the internal decision that, Hey I like this...I want
more of this stuff. So they're going to click from there and go to
our main sales or information page. The Sales Page itself does the
actual selling.
The purpose of what we're doing right now is to make them have
that INTERNAL DECISION TRIGGER that Yeah, I want this
stuff....that's what makes the Information Page work so well.
We're essentially pre-selling them. And of course that leads to
money and another person to join your business.
So here's specifically here's how to TRANSITION INTO THE
PITCH.
The SELL Effect


It's something I like to use called the Triple Fact Transition. And
this comes from NLP....There's essentially this NLP axiom [and by
the way a Geometry theorem for all you mathematicians out there]
that says if the first two facts are obviously true, the third must be
true as well.
That's the way the brain perceives it...The brain is more inclined to
believe the third statement is true as well. And the facts have to be
plausible and connected to each other or it won't really work. So in
other words if you said, the sun always rises in the east, and dogs
don't like cats, so you'll always eat when you're hungry...this is a
case where there are three facts but they are not all plausible or
connected together so it just doesn't work in that situation.
You're going to use this instead to help someone make a decision
that they are already prone to make which is, Hey I like this
person, he's really helped me out, and I want more of his stuff.
...so let me show you how to do it...
The Three Facts...I like to use are:
Fact 1: You're Online
Fact 2: You're Watching This Video [or reading this article]
Fact 3: And you Know You Really Want This Result That We Talked
About
That comes from desire...everything else we talked about up to this
point that created the desire so for fact 3 you're not really doing
any of the heavy lifting.
So let me show you specifically how I do it...
The SELL Effect


You're online, you're watching this
video, and you know you can dramatically
better your lifestyle by making
a few simple changes in your life.
What I've done is just TRANSITIONED INTO THE PITCH. It's a nice
smooth, hype-free way with a subtle bit of crocbrain selling in it to
TRANSITION INTO THE PITCH.
So now what do we do? It's time to make the actual PITCH. So what
I'm going to do right now is to show you 3 different actual PITCH
Patterns.
Pitch Patterns
That's why you're going to love XYZ. [brief

description, call to action]
And if you thought this video was helpful, you're
really going to like XYZ. [brief description, call to
action]
Most people who are serious about growing
their business take a look at XYZ. [brief
description, call to action]
That's why you're going to love XYZ [your product name with brief
description]. And then a Call to Action
...so here's how this would go...
The SELL Effect


So you're online, you're watching this video
and you know that a few simple hours a
week can really transform your finances
into the best shape of their life and
that's why you're going to love our
Business transformational program.
It's a 12 week complete transformational
program that literally takes you by the
hand and walks you step-by-step into
getting your business up and running
without working yourself into a frenzy.
If this sounds good to you, simply click
the button below this video to learn more...
The next pattern is the If you thought this was helpful pattern...
and it goes like this...
...and if you thought this video was helpful
you're really going to love product [business] XYZ
...and then you do the same thing. You give
a brief description and a Call to Action. The
Call to Action is never to buy it or do
anything hypey...it's just to go learn more.
The next pattern is the If you thought this was helpful pattern...
and it goes like this...
...and if you thought this video was helpful
you're really going to love product [business] XYZ
...and then you do the same thing. You give
a brief description and a Call to Action. The
Call to Action is never to buy it or do
anything hypey...it's just to go learn more.
The SELL Effect


We're just having them take little baby steps towards Yes...
The final pattern is the most people pattern and it goes like this...
Most people who are serious about growing
their business take a look at XYZ...and at the
end of it you give a brief description of the
product and the call to action.
...so what you are doing is creating this MASSIVE goodwill and
creating these INTERNAL DECISION TRIGGERS is not only easy
it's tremendously beneficial to your marketplace. This is the kind of
thing that your prospects are really going to love. This is the kind
of thing that's going to make your relationship with them thrive.
This is the kind of thing that's going to make them say, You know
what, I like this guy/girl. I want to do business with this guy/girl.
This person can help me get the results that I want.
And why?
...not because of hype or some unbelievable sales jujitsu that
everyone else is trying to do or teach you. It's based on plain old
common sense and it's worked for years...long before their was
computers, the internet, or websites that so called salespeople use
as today's crutch. For some reason, it's been abandoned in favor
hype, high-tech, and over-inflated promises.
AND THE MOST IMPORTANT AND INFLUENTIAL TO
YOUR PROSPECT IS GETTING THEM TO BELIEVE
IN THEMSELVES THAT THEY CAN GET THE RESULT
YOU ARE OFFERING WHEN THEY
DO IT THEMSELVES.
The SELL Effect


When you accomplish that, you ACTIVATE INTERNAL
DECISION TRIGGERS and you cause them to decide that you can
be trusted...cause them to decide that what you have has
value...and cause them to decide to have more desire...and cause
them to decide to want to do business with you instead of you
having to be pushy like all the rest of the salespeople.
...and ultimately you GET MORE SALES.
If this book has got you interested in how to use The SELL
Effect and brain science to get more sales for you, turn the
page and read on...
The SELL Effect


If you have enjoyed this and this approach resonates with you and
if you can see yourself really getting results with this right now, no
matter whether you are selling a product, service, or business
opportunity, then you're really going to enjoy and benefit from
the CROCBRAIN SELLING FORMULA.
It's a selling formula where I teach you WHAT TO SAY and DO the
following:
How to keep the CrocBrain SalesFilter of skepticism down.

How to get access to The Reward Circuit in the Limbic System or
what I call the BuyingBrain.
The SELL Effect

How to start conversations easily and naturally with people who

express interest in what you have to offer.
How to pre-close a prospect before you start your presentation.
How to build trust and likeability by recognizing their
personality type and speaking to the dominant ego filter.
How to create powerful stories that sell using my template
formula.
How to do, what I call a Limbic Implant, so your message plays
over an over in their head like that favorite song
And much, much more!
You can use what you've learned to outsell your competition and
colleagues. And since we're talking about the brain here, you can
use The CrocBrain Selling Formula for all of your social media
posts, sales letters, ads that get prospects to gladly give up their
email address for your powerful content you will be offering to
their email inbox or give you a call with a HIGH DESIRE to want to
learn more about your business. Either way, you'll know how to
speak to the brain and take them through each of your POWER 5
milestones and have them devour your content. When then they
try what you have taught them, you've created powerful INTERNAL
DECISION TRIGGERS of trust in you [green line], desire in them
[purple line], and trust in themselves [blue line].
Essentially THE CROCBRAIN SELLING FORMULA is an exclusive
membership site with videos, scripts, and downloads to help you
become a neuroselling master.
The SELL Effect


I'll be doing the NEXT LAUNCH of the CROCBRAIN SELLING
FORMULA soon. It's not available for purchase right now. You
can't buy it.
So be on the lookout in your email for our upcoming launch. I'll be
delivering some powerful and useful content videos that you'll be
able to put into ACTION IMMEDIATELY to increase your sales. And,
most importantly, you'll see for yourself how incredibly valuable
having these neuroselling skills will be to your business and your
career...
Keep on the lookout for emails in your inbox. In the meantime,
check out my website, LinkedIn page, like my Facebook page, and
tell your colleagues about how to get The Sell EFFECT and The
CrocBrain Selling Formula.
Talk Soon,
Peter Lisoskie
Founder
The CrocBrain Selling Formula
Website: www.crocbrain.com
Facebook: https://www.facebook.com/crocbrain
LinkedIn: www.crocbrain.com/peterlisoskie

The Sell Effect

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

The Sell Effect

Transféré par

Droits d'auteur :

Formats disponibles

The SELL Effect

5 Steps That Increase Sales Conversions

The SELL Effect

The SELL Effect

With the dawn of neuroscience, we now know

BrainScience to Selling Explained...

The SELL Effect

Understanding the Brain

The SELL Effect

Understanding the Brain

The SELL Effect

Understanding the Brain

The SELL Effect

Understanding the Brain

The SELL Effect

How to Access The BuyingBrain

The SELL Effect

How to Access The BuyingBrain

The SELL Effect

How to Access The BuyingBrain

The SELL Effect

How to Access The BuyingBrain

The SELL Effect

How to Access The BuyingBrain

The SELL Effect

Tapping Into The 4 Ego SalesFilters

The SELL Effect

Tapping Into The 4 Ego SalesFilters

The SELL Effect

Appealing To Status & Opportunity

Whatever you say to your prospect, they are going to perceive

The SELL Effect

Appealing To Status & Opportunity

The SELL Effect

Appealing To Status & Opportunity

The SELL Effect

Appealing To Status & Opportunity

The SELL Effect

Appealing To Status & Opportunity

The SELL Effect

Appealing To Status & Opportunity

However, when we enter the SALES CONVERSION ZONE where the

The SELL Effect

Using Internal Decision Triggers

The SELL Effect

Using Internal Decision Triggers

Why Are You Here?

The SELL Effect

Using Internal Decision Triggers

not enough people on their list to contact

The SELL Effect

Using Internal Decision Triggers

The SELL Effect

Using Internal Decision Triggers

The left hand side of that line represents where he is

The SELL Effect

Using Internal Decision Triggers

The SELL Effect

Using Internal Decision Triggers

The SELL Effect

Using Internal Decision Triggers

The SELL Effect

Using Internal Decision Triggers

The SELL Effect