4-STEP PERSUASION FRAMEWORK

Intro-Video: https://youtu.be/qF4p4kWmMeE

FIRST, CREATE OBJECTION AWARENESS:

Before you start, ask yourself: Who is your audience? What action do you want? What's their likely objection? From the objection, reverse-engineer a positive message that creates curiosity by pre-empting the objection.

STEP 1: CURIOSITY (Claim)

Example:

"The fact is, we have a real advantage when it comes to groundbreaking medical research because we can test chemical compounds faster than our competition."

Key Components

brief intriguing appeal to self interest

Start with: "The fact is,..."

Explainer Video: https://youtu.be/uHcHBWaPymw

STEP 2: TRUST (Evidence)

Example:

"For example, just yesterday, right here in my lab, I was testing 20,335 compounds in just 3 minutes using a single test tube the size of your index finger. My competitors would need three weeks to test that many molecules and a separate test tube for each one of them. Every time we run a test, my colleague Molly says, 'You have to see it to believe it.'"

Key Components Specifics based on:

time place number w/ context name quote visual

Start with: "For example,..."

Explainer Video: https://youtu.be/2iCKN8yjpO4

STEP 3: CLARITY (Conclusion)

Example:

"The bottom line is that I have a substantial advantage."

Key Components

succinct no jargon one takeaway from claim

Start with: "The bottom line is..."

Explainer Video: https://youtu.be/CvoRXkVUWjc

STEP 4: ACTION

Example:

"So, who in your office should I follow up with?"

Key Components

specific practical articulate desired behavior

Start with: "So, as a next step,..."

Explainer Video: https://youtu.be/AAFvjJXLE2o