Tamsen Webster explains the three beliefs people need before they'll change: it's possible, it's possible for them, and it's worth it. She shows how to build a message around these beliefs using case studies, demos, and process descriptions to make each one stick.
There are 3 things that people must believe before they will make a change. What are they? Stay tuned because that's exactly what we're talking about this week on Find the Red Thread. I'm your host, Tamsen Webster of TamsenWebster.com, and don't forget to like and subscribe. If you want someone to change their thinking or behavior, then they need to have these 3 beliefs after they hear your message. First, that it's possible. That it's possible to achieve the goal that they want with the change that you're recommending. Which means they need to see examples of it happening. They need to see examples of your product, your service, your idea working to achieve the goal that they also want. Second, they need to believe that it's possible for them. Which means you need to make sure that you're mapping those other experiences back to your audience, your customers' specific situation. There's all sorts of different ways to do this, but it's important that you make sure that at the end of that message you say, yep, someone actually could have that belief that it's possible for them. And then third, they need to believe that it's worth it. Because anytime we're asking someone to make a change in thinking or behavior, We're literally asking them to rewire their brains and think differently. And if we're talking about a customer or a prospective customer, we're asking them to part with some of their money, which means they really need to feel like that change and that parting of money is going to be worth it to them. So they need to see those demonstrable results in the context of the goal that they want. Now, sometimes when you hear this, okay, great, I just need to make sure they believe it's possible, it's possible for me and it's worth it. You can say, ah, yes, So those should be my 3 main points of my message. No, they shouldn't. They shouldn't be where you start your message, they should be where you end it. Here's what I mean. Build the red thread of your message first because that makes sure that you are making the change, you're building that idea in the audience's head in a way that they will come to their own conclusion. It's a much, much more powerful way to get them to change. And then once you've built that, once you've built the message, once you've written the content, once you've created the sales presentation, Then go back as a check and say, "Have I demonstrated this is possible, that it's possible for them and it's worth it?" What you might find is that you suddenly have new ideas or better ideas for how to make sure that comes across. You may, for instance, find that you need to illustrate certain pieces of information more. You may need to include a case study. You may need to include a demo. You may need to include something where somebody's walking through it for themselves. Or you may need to establish a process that you hadn't previously included. All of these things and any number of others help people to understand not only the core of your Red Thread, but make sure that they've got those answers, those 3 beliefs. It's possible. It's possible for me. And it's worth it. You've got that, and you've got a really powerful message and a really big idea. That's this week's episode of Find the Red Thread. You can find this episode and more on my website at Tamsen tamsenwebster.com/blog. Also on my YouTube channel, which is youtube.com/tamsenwebster. I hope you'll choose to subscribe.
