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Watch the Journey

What is The Epiphany Bridge? 5 Steps to Write Your Own!

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A handful of years ago, I helped a friend launch a new company.

When I first saw the marketing videos they were using on the frontend of the business, I knew they were about to make a HUGE mistake.

When I looked at the scripts, they looked decent, but they were missing one key element: the epiphany.

Because when it comes to selling stuff online, one of the worst things you can do is tell people to buy.

They don’t want to be sold.

What they want to do, though, is come to the buying decision themselves -- which means that you have to lead them to the answers they’re looking for.

You can’t actually GIVE them the answers like my friends were doing in their video.

So when I took over and started writing the script, I had one simple goal in mind: to help people watching the video come up with the idea that this product is right for them BY THEMSELVES.

This is what’s known as the “Epiphany Bridge” that I share in my Expert Secrets book.

Check out the video below…

With this simple framework, you’re not actually selling them anything. Instead, they’re selling themselves on why they need what you’re offering them.

The buying decision becomes theirs, not yours. And when that happens, you can experience growth like my friends experienced -- to the tune of more than 1.5m new customers in just 3 short months.

And when you truly understand the Epiphany Bridge and how to use it in storytelling, you can transfer the excitement that you felt (and that you feel about your offer) to your audience.

Once they feel that same excitement, it’s SO much easier to get them to take you up on your offer.

The best part is that when you understand the Epiphany Bridge, writing your sales copy becomes a lot easier, too.

It all starts with answering one simple question.

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What Was Your Epiphany?

At some point in time during your entrepreneurial journey, you got excited.

You thought about the possibilities. The people you wanted to help. How you could help them.

And what it would all look like when you connected the dots by helping people get what they wanted so you could get what you wanted, too.

Within that journey was a major "AHA" moment -- your own epiphany.

It was that first “AHA” moment that created so much excitement for you that you started on a journey where you studied everything you could about a topic.

You started diving deep into the subject, learning everything you could about it, and then you logically sold yourself on this new opportunity.

When that happened, you experienced both the emotional connection -- your "AHA" moment -- and the logical connection.

But that level of passion comes with one other problem…

…you stop speaking like your customers and start speaking like an expert.

Which is where the Epiphany Bridge comes in to take you back down to their level.

Because you have to recognize that they may not understand all the jargon, the in’s, the out’s, and everything else that goes into your offer -- the stuff that makes you so passionate about it.

What they will understand, though, is the story you tell that lays out your journey and what it was that made you so passionate about it in the first place.

If you try to give them all the logic (the jargon, the in’s, the out’s) before you get an emotional investment from them, you’re either going to bore them or completely annoy them.

To see what I mean…

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Think About Buying A New Car

If you wanted the latest, greatest Tesla, chances are it’s because you’re emotionally drawn to it.

Until you’ve decided you’re going to buy one, or after you’ve actually purchased it, you probably don’t care about all the technobabble and jargon.

Once you’ve made the purchase, though, that stuff starts to matter.

You logically justify the purchase to yourself by talking about how far you can go on a single charge, what materials the interior is made out of, how it came with an amazing warranty, or how you got a great deal on it.

Before that point, the only thing you care about is experiencing owning a Tesla.

That means the emotional sale came first -- you were drawn to the car and made a decision.

After you purchased the car, you justified it logically so you felt better about the emotional attachment.

People in your audience and market are the same exact way.

They want to feel that emotional connection to you and your offer -- then, after they’ve purchased, they’ll be more inclined to listen to you as an expert with all the in’s and out’s and technical jargon they can handle.

To start creating that emotion in them, you have to go back and remember the journey you were on.

You need to remember what it was that gave you your first "AHA" moment -- your epiphany -- and what caused you to believe in this new opportunity so passionately.

Then, once you’ve done that, you can structure your story in a way that helps your audience come to that same "AHA" moment themselves.

So instead of selling them on why they should take you up on your offer they sell themselves on why they want and need it, instead.

When done right, you’ll bridge the gap between the emotional appeal and the logical justification and do it all with a single message -- one that will resonate perfectly with people who need your offer.

To get started, here’s a step-by-step framework you can use to build your own Epiphany Bridge.

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Step #1: The Introduction

Your introduction and your story is like a movie.

With any good thriller or action movie, the story never starts in the beginning -- the audience is always dropped right into the middle of the action.

Then the pieces are put together for them leading up to the final big battle.

When it comes to your Epiphany Bridge, you want people being dropped into the middle of your own story when you were just getting started on your way to having your big "AHA" moment.

For your introduction, you can mention the struggles you faced.

Whether those were financial, or personal, or spiritual, whatever the case was, take people back to that point in your journey when your struggle was at its worst.

Mention things you did to try to resolve the issues but weren’t very successful at. Even better if these are things you know your audience may be trying right now.

This is a time-tested way to shift the focus off of you and get them looking inwards.

That’s what will draw out the emotional appeal to your offer when it comes time to make the ask.

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Step #2: The Journey & Conflict

For the next step in the Epiphany Bridge, think about the inspiration that started propelling you down the road of discovering this new big idea.

What was it that triggered the moment in you where you knew you wanted to explore it more?

For example, if you sell dog training services but weren’t seeing much success, maybe someone asked you why you aren’t targeting pet stores and trying to work with them.

That could be what got you thinking about the business model in the first place.

Then, speak to the obstacles you faced as you began traveling down this road.

Maybe all the calls you made to pet stores got ignored.

Or maybe the first classes you held didn’t go as expected.

When you’re telling this part of your story, bring people into the emotions you experienced and what all could happen if you didn’t make it work.

What did you stand to lose if you failed at all of this? What was at stake?

This is going to help keep your story moving forward and draw people in even more as they start to understand the risks involved and what you had to overcome on your journey.

They may be experiencing the exact same things right now.

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Step #3: The New Opportunity

In the next stage, you’ll start talking about what led you to having your major “AHA” moment.

It may be something you stumbled on or it could even be an expert that turned you onto something.

But it’s this realization, itself, that led you to the new opportunity -- and your big epiphany.

To give you an example, you may have had a random conversation with a zookeeper on a trip one day where they mentioned learning how to speak an animal’s language while they were training.

That led you to having an “AHA” moment where you realized you could teach people how to speak dog and that it would help improve your dog training classes.

Then, you could speak to the language you included inside your guide or audiobook that teaches them how to understand their dog’s language and how to speak back to them in a way they understand.

By doing this, they’ll unlock being able to smoothly train their canine companion.

At this point in your story, you’re shifting from reactive to proactive.

Instead of reacting to your dog training classes being unsuccessful, you’re proactively looking for a solution, stumble onto that solution, and then begin to understand it and have your big epiphany.

This is when you realized you were able to take control over your situation -- and when your audience will realize they have power over their situation, too.

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Step #4: The Framework

Now comes the hard part for most of you reading this.

Because you’re an expert, you’re naturally going to want to dive deep into the technical jargon, the in’s, the out’s, and everything in between.

Do not do this.

If you do, you’ll either bore or anger your audience -- either way, though, they’re going to tune out.

Instead of getting into the nitty gritty details in your offer, focus on the high-level strategy behind it.

This stage should lay out the 10,000ft view of your offer, what it does, and how it benefits your audience, but don’t go into the actual steps involved.

If you take people too deep into the weeds or lay out too many steps, you’ll empower them to feel like they can do it themselves.

Which means they won’t take you up on the offer you made.

And there’s actually a psychological reason this happens -- cognitive dissonance.

It’s a phenomenon that makes your customer feel like they want to find out more about your offer and how you can help them while also being frustrated that they don’t know more already.

This leads them to instinctively fix the discomfort by pursuing your idea.

It’s an incredibly powerful emotional driver when used in the right way which is why you want to focus on the high-level ideas instead of breaking down EVERYTHING about your offer.

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Step #5: The Successes

Then you start transitioning into the final stage of your Epiphany Bridge.

When you’re breaking down the successes, you want to focus on how your offer and the epiphany you had has helped you achieve your goals.

Even better if you can tie this into how your epiphany has helped other people, similar to the audience that’s listening to your message.

You want this to be based in reality or you’ll risk turning the audience off.

In his book Influence, Robert Cialdini mentions that one of the most powerful ways to deliver a sales message is by showing how other people have found success with it.

This taps into the human instinct that makes people decide based on what other people think.

If they see people similar to them sharing the same thoughts, experiences, and successes, they’re more likely to take you up on your big idea.

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Final Thoughts

Remember, when it comes to selling stuff online, emotions are what gets people to buy in.

Then, after they’ve purchased, logic is what lets them know they made the right choice.

If you want them to follow your lead and listen to your ideas, you want to get them emotionally bought into what you’re telling them.

Storytelling using the epiphany bridge is one of THE easiest ways to get that buy-in.

And if you want to dive deeper into the Epiphany Bridge and learn how to tell stories that captivate and get people to take action, click here to grab your copy of Expert Secrets now.

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