Your job is to recognize the false belief, and tell a story that breaks it.

This is literally everything to selling.

For example, let’s take the false belief about ‘giving up things that make me happy’.

You could tell your prospect something like:

“I also thought I’d have to give up things that make me happy. But then I learned about ketosis and how I can lose weight by drinking ketones instead of cutting carbs.”

See how the story doesn’t need to be anything special?

It just needs to connect to a false belief.

In my book Expert Secrets there’s a four-step process for finding and breaking false belief patterns through storytelling:

✍️ Listing False Beliefs

List all the false beliefs your customers might have. If you struggle, think about the false beliefs you had before you had some kind of transformation. Get at least 10 false beliefs.

🕵️ Locating Experiences

For each false belief, think of what experience might have caused it. For example, if someone is worried about giving up things that made them happy it’s likely they tried a diet in the past and this exact situation happened. Link each false belief to a specific experience.

🙅 The False Story

What stories are your customers telling themselves because of these experiences? What’s the unhappy result they are imagining in their mind? For example, they might be telling themself: “If I want to lose weight, I have to give up things that make me happy.”

🌉 The Epiphany Bridge

This is a concept I share in DotCom Secrets. Basically, you just need to find a story that shatters the false belief. It can be a belief you held or someone else, or some famous person in the news.

And that’s the secret to telling stories that sell. 🙂

It’s way less difficult than you think it is.

Now start listing out those false beliefs!

Talk soon,

Russell ‘One Story Per Minute’ Brunson