From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
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What should your claims do?
From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
What should your claims do?
- Have you ever noticed that 95% of all websites start with the same sentence? "We are one of the leading providers of." Now guess what your competitors are saying. Chances are your competitors are saying the same thing. There's not even contrast between your message and theirs for the primal brain to be excited. When something is rare, people want it more. That's why gold is so expensive, and that's why you need to make a strong claim that will start with the words, "We are the only provider of," even if you sell a commodity. So instead of saying, "We are one of the leading providers of apples," you need to say, "We are the only provider of red apples." In other words, you need to differentiate at all costs. You need to make some claims. The problem today is that most messages, such as your website, are focused on who you are and what you do. So not only are those self-centric and they don't trigger the primal brain…
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