Leveraging the power of unquestionable proof is one of the key pieces to generating amazing sales. This was best represented through the story of Elisha Otis, the most influential elevator innovator in the world. 

You see, the initial elevator was extremely unsafe. If a cable failed, everyone in the elevator car was plummet to their death… and cables failed often. People were so used to the problems of elevators that builders didn’t build overly tall buildings and in general, nobody used elevators.

Elisha Otis found a way to create a braking system that stopped a plummeting elevator, even if there was no cable to support the car. He shouted to the world about his invention, but nobody took notice. Why? Because it was so ingrained in them not to believe that elevators could be safe. This all changed when Otis took his innovation to the Crystal Palace Exhibition.

Otis practiced the most important part of the 4-part persuasion equation. Listen in as I share:

• What the 4-part persuasion equation is and who created it.
• Why the persuasion equation is the ideal copywriting tool
• How the persuasion equation works and its most critical step.

No matter if someone knows you, likes you, and trusts you, they also have to have proof that what you say is true. Are you gathering proof to share with you potential clients and customers? 

In This Episode: 

[04:32] - Learn the three key insights you’ll learn in this episode. 

[06:07] - A tip of the hat and deep bow to Gary Bencivenga.

[07:31] - Hear the story of Elisha Otis and his amazing elevator innovation. 

[09:52] - Why were builders prior to the 1850s scared to build tall buildings and use elevators?

[11:50] - Despite his amazing innovation, Otis’s business did not take off… learn why.

[13:26] - Learn why being believable is the most important part of selling.

[14:23] - How did Elisha Otis finally gain believability? 

[18:11] - From that single demonstration, people no longer feared getting into elevators that had the plaque. 

[19:40] - What is the 4-part persuasion equation? 

• Urgent Problem
• Unique Promise
• Unquestionable Proof
• User-Friendly Proposition

[22:39] - Why don’t people buy from you? 

[24:55] - The unique promise is not a solution, it’s an intention.

[26:21] - Why you should start with proof.

[27:07] - The Alexism is, “Wild success in business is nothing more than doing ordinary tasks consistently that will ultimately produce extraordinary results.”

[27:55] - Hear a quick review of the key insights in this episode: 

• What the 4-part persuasion equation is and who created it.
• Why the persuasion equation is the ideal copywriting tool
• How the persuasion equation works and its most critical step.

[29:06] - If you’ve already given Alex a review, write down your biggest takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link!

[30:51] - In honor of this episode, Alex gives listeners a final gift. You can get a 30-day free test drive of Kartra. 

Links and Resources: 

Alex Mandossian

Alex Mandossian Fan on Facebook

Alex’s Friday Live events

MarketingOnline.com

Marketing Online 4-Part Video Training Series

Alex Mandossian on YouTube

Alexisms by Alex Mandossian

All Selling Aside on iTunes

Alex Mandossian’s free live Friday show

Kartra Test Drive

Gary Bencivenga

Crystal Palace Exhibition