From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
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Using one claim and three subclaims
From the course: The Persuasion Code, Part 1: The Neuroscience of Sales
Using one claim and three subclaims
- Ideally, you should choose only one claim, yet your book called "Why Buy From Us?" can still have three chapters. Let's look at how that works and also look at why that's a proven strategy. CDF Labor Law is a successful law firm specializing in California employment law. If you visit the homepage, would you have any hesitation as to why you should choose them? Notice how they have a landing page labeled "Why CDF," and although on the homepage they present three chapters in their book, in reality, they have only one claim. They will protect you better than any other law firm. The Matworks is a Philadelphia-based company who installs, maintains, and cleans flooring for large retailers. Here is the why. Notice how they are no longer in the flooring business. They are in the quieting business. And again, it's the repetition of quiet which makes the brain of the prospects understand why they should choose them. And…
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