The sneaky “Roadblocks, Solutions, Product” Formula — PART 1
Alright, now in the persuasion arc, starting with how to grab attention and monetize it (if you don’t, here’s all you need to know about it, check it out here), to how to raise curiosity and keep attention (I have cooked up 20 curiosity recipes that will give your copy an irresistible taste), to how to command pains and desires to convince your audience to buy. Now, you need to reveal to them the roadblock the thing that is keeping them from getting what they want. You need to show them the solution. You need to show them the action that they need to take to achieve their success.
They want that dream state that they’re towards it. They’re all amped up about it, and you need to frame the product or the deliverable or the action or whatever you’re going to have them take as the best vessel for achieving that desired outcome for taking advantage of the solution and over the roadblock, you have to understand this and how all these pieces connect in complete detail, or else you will have a very hard time persuading them to take action. You can’t just get them all amped up about their desires and about their pains to say buy this product, it’s magic and will give you what you want. That generally isn’t enough for people. People need to understand on a fundamental level how the actions they’re going to take are going to help them overcome the problems they are facing and achieve the results they want, they need to understand a little bit of the “How” they already know the “Why” but they need to what they need to do and how they’re going to do it. That’s an important part of giving them enough energy and belief to move forward and take action.
I’m going to show you how to understand roadblocks and solutions on a more fundamental level, and how to frame products in a way to take advantage of these two understandings, so people will purchase and it will more sense for them to purchase. Again we got them all amped up, we got all of their emotions going it’s like we’ve got a train with a really powerful engine, now we need to lay down the tracks, we can just show them the path forward. And there’s a lot of value that comes if you can be the guy that does that for them.
Reveal Their Roadblock
For most people, there’s a reason they live in their current state of pain and they don’t live in that dream state where everything’s wonderful and usually, there’s something that has stopped them from, achieving that success. They are making some mistakes. There are some limitations we are running into. There’s something, they’ve tried to live that wonderful life and they haven’t been able to, for some reason that is what I call the roadblock, it’s the thing that keeps them from achieving their dream state. Now, sometimes your reader already knows what his mistakes are, now that’s going to depend on your market and the roadblock that you help them with. But, most of the time people aren’t 100% sure why they don’t have their dream life. They don’t know what they don’t know the problem that’s keeping them from that success.
If you can be the guy who shows up and moves the vines out of the way and shows them their actual roadblock and say: “Hey guys, the reason you haven’t gotten what you want is that you’re making this mistake, or because you do not understand this principle or there is this limitation that is keeping you from being successful.” If you can show them what that is? Now that you have got them all motivated to get that thing that they want, you can show them; “Hey here’s the problem that’s keeping you there”, my friend, you just gave them a great service. You have helped them see the first part of their path forward. That is a huge valuable gift that you can give them, and it will massively increase their trust in you and their devotion to you. Because now you’re the guy who has started to help them achieve their goal and shown them part of reality that they didn’t even see before you become a very important person in their world and it makes it where they are very likely to believe the solution that you’re going to recommend to them is the correct one and that your product is the best product to help them take advantage of that solution. So, whenever you are taking someone through the persuasion arc, at some point, you’re going to have to show them the problem, if they already know the problem, you need to show that you understand the problem that you were talking about the right problem that you guys are on the same page about the problem. If they don’t know about their problem yet, they don’t know about their true roadblock, and you become the guy who can show it to them, you gain a massive advantage.
But generally speaking, you need to go through this process of showing them at some point the true nature of their problem, so you can help them. What is the limitation that is currently keeping them stuck where they are in their little painful life? But they need to overcome it if they ever want to live that wonderful dream life, that your product or service helps them achieve. You have to understand the roadblock.
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