Chapter 21

What is a belief?

Tony Robbins says that our beliefs are nothing but feelings of ABSOLUTE CERTAINTY governing our behaviour

Our beliefs are laid down over time. Layer upon layer. Each one based on our environment and experience plus the lessons we learn from the events in our lives.

We make assumptions based on these beliefs and draw conclusions. These are not objectively verifiable but things that we hold to be true.

These beliefs make up our comfort zone.
The filter through which we look at the world.

This gives us a quick way of processing new ideas and ensures that we only deal with the ones that fit somehow into our existing ‘chain of beliefs’. 

All the others are discarded without consideration. 

That begs the question… 

How are we going to break through these limiting beliefs then plant new ones (in an ethical way) and do this quickly?

To start with we have to recognise that the only thing that we as humans are really concerned with, is our own individual survival. That translates into your ideal customer’s selfish need to overcome the immediate challenge they face. 

That is their main preoccupation.

Step one, in breaking down resistance-to-change is to gain agreement

And the fastest way to gain attention and agreement is to focus on the main preoccupation your ideal client has and the impact that it is having on their lives.

This preoccupation is the #1 challenge they face that they urgently need to overcome by paying good money to do so, if necessary.

More often than not this challenge is external

  • Getting more traffic to their website.
  • Driving from London to Paris.
  • Earning more money.

The impact that that is having on them is internal and external

  • Fear = Lack of sleep = making mistakes
  • Desire = urgency = making mistakes
  • Insecurity = Unable to plan = Working 24/7/365

Each represents a chain of events with consequences…

The logical next step is for your ideal customer to BELIEVE that they have to take a certain action to overcome the challenge they face. This is a philosophical conclusion and the starting belief which is the beginning of a journey.

Note: Every story well told just happens to include three journeys. An external journey. Driving from London to Paris. 
An internal journey. Summoning the mental stamina and determination to face and overcome the challenges encountered along the way leading to an expansion of their boundaries. 
And a philosophical journey. The need to overcome these challenges so that they can achieve their ambition

In the next chapter, we are going to map out the ‘Belief Stack’ that your customer has to have accepted before they are ready to do business with you. 

Next, we are going to see where each of those beliefs fit into the journey they are going to take in your messaging strategy.

This allows you to ethically guide your ideal customer as they take a journey from their starting belief to the place where the only logical decision is to become your client…

Because they believe the big promise you make in your offer will help them shortcut the result they urgently wish for.

Continue reading…