This framework is a tool you can freely use to help speak or write more persuasively. To get started, first notice a series of questions (Framework) followed by color corresponding example answers (Examples). Study the correlation between the color coded questions & answers before using the same questions yourself next time you aim to be more persuasive in your communication. The ultimate goal is to see the commonalities in empathy used to communicate so that you can gradually rely on this tool less and less.
Choose an option:
“My audience is…
Answer the following questions about the product, service or idea you’d like to communicate the value of.
What do the pain points of the status quo look like?
What do you believe about objections to our ability to change?
What do you believe about objections to whether a change is good?
How is change consistent with the type of person they are? Or want to be? How is change in pursuit of the same ideal? What are universal principles of change and personal development?
What belief do you both share that explains why you offer this? 'Start with why.' -Simon Sinek. Why are you offering this to me? What is an ideal outcome we both agree on?
What is it and it’s benefits you propose leads to this change? Benefits. Not just features. Apple said '1,000 songs in your pocket.' Not '5GB external hard drive'. Get it?
How easy is it? Help your audience understand how simple it is to implement. Emphasize how easy it is to get started with the first step.
Who are you? Who produced this? Think credentials, experience, years in business, or how you used this solution yourself with success
How much does it cost? Yup.
What are other peoples’ experiences with it? Think testimonials, social proof, and companies we work with
What evidence can they verify for themselves? Share independent, third-party testimonial and external resources. Give your audience ownership over the collection of facts.
What does the ideal outcome look like? Paint a picture. What does it look like if everything goes as planned. How will your audience's circumstances have changed?
What are next steps? Be specific. Lay out the steps of the entire process if appropriate.
Explain what the ideal outcome looks like, not just the pain points.
Address pain points, but consider how you can use words to paint a picture of the ideal outcome. Prime your audience to be chasing an ideal instead of running away from a pain point.
Subtext: “If all goes well…”
Suggest ways to “See for yourself…”
In what ways can you ask your audience to “See for yourself…”? Consider how you can allow your audience to take ownership over the collection of facts.
Subtext: “Here’s how you can verify me…”
Show how this doesn’t contradict this person’s identity.
How do you believe what you are saying identifies with your audience’s identity? More simply, how can you show this is consistent with this person’s past self (or ideal self)?
Subtext: “It’s just like you’ve always said…”