PDF One thing I’ve learned just recently that helped me make bullets for giving away a free gift as compelling as possible is something I picked up from Eben Pagan. He calls it the “Four Factors Of Communication Mastery”.
The starting analogy he used was selling a weight loss product and using “Lose Weight Fast”. Which is about as appealing as 99% of weight loss claims end up being.
Well, by forcing your claim through the Four Factors of communication funnel, which are…
Specificity…
Concrete…
Emotional…
Connected to a Desired Result…
You can radically transform this claim into something that really grabs attention. Here’s how…
SPECIFIC: Instead of just saying “Lose weight fast” you could say “Lose 15 pounds fast”. That’s better but not as good as it can be…
CONCRETE: Give people a deadline for when they can expect this to happen… “Lose 15 Pounds in 90 Days”. Even better but it’s not there yet…
EMOTIONAL: All decisions are emotion driven. Especially for touchy subjects like… “Lose 15 Pounds of Belly Fat in 90 Days.” Owwwhhh. Now for the coup de grace…
CONNECTED TO A RESULT: You want to show people an image of their mind of what they can expect to happen like… “Lose 15 Pounds of Belly Fat in 90 Days So That You Can Fit Into Your Skinny Jeans”. BAM!
All of this impact was made with one sentence. There’s a night and day difference from the sentence we started with and where we ended up. All of this was possible by demanding more from the benefit we promised.
These Four Factors of Communication Mastery can serve as your guide to selling more and more people to subscribe to your awesomeness if you’ll only let them.
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