MLMT 148: The Difference Between Logic & Emotion
MLM Trigger Episode #148
We talked about whatever it is you’re selling has to be sold emotionally first then you sell the logic later. Today let’s talk about whatever product or opportunity you’re selling and figure out how to tell the STORY using a BRIDGE.
Our goal as marketers is we have to give our audience stories with context that hook them. It also creates the bond from the seller to the customer.
Have you ever seen a movie where you don’t even care what happens to the main character… That’s because the writers didn’t tell the right story. They didn’t create enough context or meaning to give you any emotional attachment to the character. The selling process is an emotional one, so we all need to get really good at telling stories.
LISTEN ▶️ The Difference Between Logic & Emotion
There are so many things to talk about in storytelling, and you need to work on your storytelling skills to become a master.
In the last Network Marketing convention meeting I went… As I stood in the lobby watching all these distributors waiting for the meeting to start, they were bouncing on people hanging out in the hotel lobby...looking for buyers.
These distributors were real fans of our company and they had the swag and the
t-shirts and everything. I watched them try to talk to these people in our hotel in Las Vegas and many of them were committing the #1 sin of selling...without even noticing it. The victims prospects looked scared, unsure, and couldn’t wait to run away!
What where they doing wrong? They were talking in jargon or techno-babble.
They were talking about the technology, the process, the features.
One of the greatest KILLERS in sales. Even though we were all there because we believed what we were selling was the best product.
BUT, the problem is that when you use techno-babble or jargon, you are logically trying to convince people that what you have IS the best. But people don’t buy things on logic. They buy based on emotion.
So how to stay away from techno-babble or jargon…
You use a Bridge, meaning a story.
Good storytellers know that in order to get someone to feel the same emotion they have, they have to first start where the prospect is at, and then lead them to the spot they want them to go.
Most of us buy things at the end of a short or a long journey.
For example, if you have really dry skin, your journey started with you looking for a remedy. You tried over the counter lotions, then you went to the doctor, then you bought some books on skin care, then you tried this “skin” diet, and eventually, after all that didn’t work, you decided to get a bottle of this essential oil that your friend swears by.
Then it works. You have this aha moment. Your journey has ended because you found your solution. You’re so excited about the relief you’ve found, you start reading all about oils. You geek out on their properties and history.
Your best friend comes over one day and you try to sell her on these oils, and instead of explaining your journey, you start telling all the latest science you’ve geeked out on. But remember, that isn’t what gave you the aha moment in the first place. You were tired, frustrated, out of ideas, and then experienced relief. That story, that experience cemented your belief.
If you told your journey story instead, your best friend would be sold immediately.
The aha moment or epiphany story helps your prospect go down that journey or that bridge too so they can feel that moment of “Aha!”
So what is an Epiphany Bridge? It’s simply a story that takes people through the emotional experience that got YOU excited about the new opportunity you’re presenting to them. Something happened to you at some point in your life. You had an amazing experience that caused an aha moment or an epiphany.
That first “aha” moment created so much excitement for you that you started on a journey where you studied everything you could find about the topic. You started geeking out and going deep into the subject, learning all the terminology and understanding the science and technical aspects behind why it worked, and then you became logically sold on the new opportunity.
Then, because you believe so much in what you’re learning, you have a desire to share it with other people. So the first thing you try to do is logically convince everyone you know about this new idea. You probably expected them to be as excited as you were, but quickly found out that they were resistant to the new ideas.
We all love our ideas so much. We want people to understand why they should follow us and use our products and services.
But for some reason, as soon as we try to explain our beliefs to someone, we automatically start to spew the techno-babble we’ve learned to logically convince them to buy. We talk about why this concept is the best and potentially mention all the science behind what we do. We talk about how we’re “leading the industry” with “ground-breaking” products. We share industry numbers and jargon.
So to create those emotions, you have to go back and remember what it was that gave YOU the epiphany that caused you to believe in the new opportunity. That story—your Epiphany Bridge story—provides the emotional connection, and bridges the gap from the emotional to the logical side.
Don’t forget to keeps your stories simple, entertaining, and effective. Next let’s go deeper into story structure.
LISTEN ▶️ The Difference Between Logic & Emotion
May you be wealthier,
--Corine-
The top producers in MLM don't make a list of 200 people, don't do home meetings or anything like that. They use something equivalent of a sales funnels.