Michael is the CEO of Magnetic Mine Studio and his mission is to show business owners how to communicate meaningfully and effectively so that they can attract more of their ideal customers. Michael is an expert in the field of linguistics and behavioral neurology and he works with businesses to craft message strategies to target how we are wired to feel resonance and attraction. And you have a passion for understanding how the human mind works and you have created a fresh counterintuitive insight into how businesses can use specific language to trigger trust, engagement, and the decision to buy. And so what we’re going to talk about today is Michael’s “Hell Yeah!” value proposition and how you find yours.
“Hell Yeah!” Value Proposition
So essentially there’s a part of our brain that’s in charge of most of our decision-making. In fact, all of it. It does just two things, emotions and survival. And one of the ways that this part of our brain is wired up to maintain survival is it compels us to want to be around people who are like ourselves. We’re always looking for like kind. When we see like kind, this part of our brain perceives no threat. When it sees not like kind, oh my gosh, all the warning signals go up.
So the name of the game is to communicate about your business and about what you do and how you can help your clients and customers in a way that allows your audience to see the light kind in you. There’s a very specific way that operates in our brain. That specific way is part of our brain just wants to know what you believe. One of the things that hardly any business owner actually talks about. We tend to talk about what we can do, the results and that sort of thing, which are important, but we hardly ever talk about what we believe.
Building and Establish Trust
Sharing your belief system can be an effective way to establish trust with others. The idea that it takes multiple touchpoints or interactions for someone to trust you is based on the concept of the “critter brain,” which is the part of the brain responsible for seeking safety. By being clear and consistent in your beliefs, you can create trust more quickly and potentially bypass the need for multiple interactions. However, it’s worth noting that building trust is a complex process that depends on a variety of factors, and may not be something that can be easily “short-circuited.”
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.