From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
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Creating your TOP claims
From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
Creating your TOP claims
- It's not enough to just have claims. You need to put your claims school a stress test. Start by choosing your three top claims. Where in top is an acronym that stands for Therapeutic to pain or Original to you, otherwise you're selling as much for your competitors as you're selling to yourself and Provable. Remember, Domino's claim 30 minutes or less or it's free. The or it's free is the proof. Then you cannot do this in a vacuum. You need to know intimately the claims of your competitors. Why? Because if your competitors have already chosen a certain claim, then that claim is owned in the brain of your audience by that particular competitor. For example, although Mercedes cars are very safe, know that rarely does Mercedez advertise their safety. Why? Because the concept of safety is occupied in the brain of the consumer by Volvo and then you need towards miss them. Why? Because you can benefit from one of…
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