SOI Chains Of Belief

Worksheet

Project: Perfect Smile / Snow

Creating marketing that affects what people​ ​NEED to BELIEVE, REALIZE and AGREE to
in ADVANCE​…

… ​BEFORE they can ACCEPT the NEED (and DESIRE)​ for the product or service being
sold.

Essentially:

What do prospects ​need​ to ​belief​ to buy?

What do they need to belief about you or your product/service/offer?
What do they need to believe about themselves?

Determine your prospects chains of belief... ‘my beliefs = my reality’

Step 1: ​Answer these questions:

1. What do your prospects NEED TO BELIEVE in order for them to take the actions you
need them to take to buy?
2. What do they need to REALIZE? (The AHA moments.)
3. What do they need to AGREE to in ADVANCE?
4. What do you NEED TO SAY in order for them to be PRE-sold on what you have down
the line? (By reframing their POV.)
5. What do you need to say in order for them to ACCEPT the NEED for what you have?
6. What do you need to say to channel their DESIRE for what you have, so that they WANT
IT more than anything else?

Tip:​ Brainstorm the answers quickly, and then expand on your answers!

Beliefs:

Does teeth whitening really work?

Does it work with stains and yellow teeth?
Does it harm teeth, enamel, gums, or cause pain and sensitivity?
Will it last a long time?
Does it work with caps, dentures and braces?
Is it fast, how long before I see results?
Will it last a long time?
Is it affordable?
Is it convenient and can it be done from home?
What if it doesn’t work for me?
Is there a money back guarantee?

ANSWERS:

A1. Teeth whitening really works and removes stains and whitens your teeth quickly, without
any health issues, pain or sensitivity (its safe), and its the most affordable, effective and
available option right now.

A2. They need to know what their problem is, why it’s happening, how is can be fixed, and what
the best solution is to correct their discolored teeth quickly.

They need to realize what’s really causing the problems (symptons) with stained teeth, coffee,
wine, food, smoking, other products, tooth paste, harmful chemicals etc ... plus all other options
are a waste of time and money!

....no costly dentist visits, time of work, other options take too long, or don’t last long, that they
are more expensive long term and could be damaging their teeth further with inferior products…
plus not really effective, and they still don’t have the result they want!

A3. At this point, they have to agree that the other options available are inferior/ineffective and
very expensive, and a waste of time and money. They also have to agree that the other options
could affect their health and damage their teeth/gums. They need to agree that the Snow
formula has overcome these issues, and that it really works and is safe too… by explaining the
benefits and the science behind the advanced formula and technology… No harmful
chemicals… Never tested on animals...Safe to use on all types of teeth, caps, veneers,
dentures, braces etc

A4. That snow is the only viable choice, based on the data, science and facts. That other
options are overpriced, don’t work, are inconvenient, and costly! ….and by explaining the
benefits and the science behind the advanced formula and technology ...$$$$ spent on product
development, and to bring an affordable, yet quality product that really produces a brighter
whiter healthier and happier smile!

A5. For them to accept and need what we have and why it’s the only solution for them.
That Snow simply works and works so well. That it can whiten up to 15 shades. That it’s a
proprietary formula and amazing technology, and that can be used even while still drinking
coffee/wine (don’t have to eat white foods or give up your favorite beverages).

… that Snow has spent $$$$ on product development, and to bring an affordable, yet quality
product that really produces a brighter whiter healthier and happier smile! .

Snow it’s the only solution on the market that will work for them, results are guaranteed... Social
proof of over 521,126 happy customers and thousands of testimonials,

A6. Play with their emotions...If they wish to feel happier, more confident, sexier…. A happier
brighter smile, is a perfect smile! That Snow really delivers on its promise, and they end result
of the perfect smile!

Get your perfect Smile today!

Step 2: Build yours chains of belief (use your Belief Map)

Start with the end in mind:

If they believed that Snow is the only product that really works, then it would be easy for them to
take the next step and BELIEVE that they should buy!

“Snow is the only product that can whiten my teeth in minutes, is safe, removes tough stains
and protects my teeth/gums from any pain or sensitivity!”

Destination Belief: If you want healthier whiter and brighter teeth, Snow is the only choice!

Belief Step 6: The Snow formula really works (unique mechanism)

Belief Step 5: Is it affordable for me? (cost effective)
Belief Step 4: Will it work with my teeth? (any kind of teeth, how long will it take, how long will it
last etc)
Belief Step 3: Is it harmful to my health/teeth/gums?
Belief Step 2: Will it remove tough stains or whiten yellow teeth?
Belief Step 1: Does teeth whitening work? (types - poor quality, cheap, ineffective)

Starting Point Belief: I hate my teeth as they are stained and discolored (which affects my
confidence, and I’m very conscious that I hide my teeth when I smile).
NOTE: Treat each belief in the following two ways:

1.Use presuppositions to “install” it indirectly.

2. Back up each claim with a PROOF element.

Step 2 - Installing (Instilling) Your Chain of Beliefs  

Pain -> Symptom -> Belief

Use inductive reasoning to take your reader from their current state of beliefs to where they
need to be. You do this by first fleshing out the SYMPTOMS of each belief state.

Think of each symptom as the significant ‘PAIN’ your reader feels, based on their behavior,
which is a result of their beliefs!

The aim is to construct your story so that it walks your reader through each step in your beliefs
chain, by sequentially introducing the symptom (pain) of each belief.

You want to describe the PAIN your POP is going through really clearly!

Doing this is essential because when you can describe their problem (pain) better than they
can, they’ll believe you also have (and know) the solution.

This mental reframe is a crucial ingredient.

A "symptom" is an indicator or a sign that a problem exists!

What are the Symptoms of the Deeper Problem?. Find the small clues, that make up the
evidence… The evidence (as a whole) is the real problem!