David Molina explains the Heart-Brain-Heart funnel: draw prospects in with emotion and identity, then shift to one concrete, measurable outcome before the ask. A buyer should pass the "meaning test" and explain the offer plainly to a spouse, not in vague language that creates friction at the point of sale.
What's up, friends? I'm on the EuroWalk today, back from the gym, but had a few ideas that I wanted to share with, uh, with the Cash Creators today. So kind of a little vlog today. So it has appeared a few times, and I want to talk about something that sometimes we make our marketing harder because we're not making it easy to buy. And it sounds like painfully obvious, right? But, you know, humor me for a sec. So we We have a lot to give and sometimes we struggle with making things easier to understand by just choosing one thing among the many that we have. So I'll give you an example. You are a coach. You are also a consultant. Sometimes you're a father figure. Sometimes you help people with the specific outcome you help people with, like let's say 10K, right? Like make 10K or lose 10 pounds. But you're so much more, and there's so many more things you can do. And even though those are key, and you should absolutely keep doing it with your clients, that cannot be the forefront of your offer. Your forefront of your offer needs to be something related to the brain, whereas everything surrounding it needs to be related to the heart. So what do I mean by this? Let's say people see your stuff and you got them in through the ideas and the identity and they pretty much love you. But you got there through intangible concepts like appealing to the heart. When it comes time to make an offer and get the sale, you cannot keep appealing to the heart because people will stop right before they cross the line and they want an excuse so they can justify to themselves logically, this is why I took that step. So I'll give you an example. If I just show people this is the CashCreator lifestyle, this is how we do things, we don't do maybes, it's all Google Docs, and then people are bought into it, they like the philosophy, and when I send them the offer, what if the offer says something like, become a CashCreator, you in? I don't know, because that's not the time to make an offer to the heart, it's an offer to— it's a time to make an offer to the brain. Typically, the way I like to structure my funnels is everything right up to the moment where you make an ask appeals to the heart. Talk to identity, talk to emotions, get them to connect with you emotionally. But when it comes to transacting, give them something so mundane, so quantifiable, something that they can finally be like, "Okay, that makes sense." Make it something they can feel with any of their 5 senses. So you can see this a lot with specifically fitness. Often they get people through the, you know, the warrior mentality and the lifestyle and, you know, like, you know, live healthy. But when it comes to the offer, it's nothing elevated. It's just like get a six-pack, lose 10 pounds, and that is it. And there is a lot of wisdom in that. Make your stuff elevated, but right when it comes time to transact, Don't make stuff elevated. This is why I'm so big on the meaning test and making things very tangible, because people want to buy from you, but you make it really hard to buy from you if you don't give them that little one thing justification that they can use and go tell their home to their spouse about. Hey honey, I bought a program to lose 10 pounds. Much easier sale than telling her, hey honey, I got a program to become the best version of my life and maximize my lifestyle health. It's like, okay, right? Or, hey honey, I bought something so I can add $10K to my business. Makes complete sense. But if you make it about, hey honey, I am now a cash creator, what the fuck is that? You know what I mean? So there's places to appeal to the heart and places to appeal to the brain. Don't confuse them. Right before the sale, brain. Anything surrounding that, heart.
