Your potential client/viewer 100 out of 100 times has some sort of limiting belief within your service niche, lets kill it. The False Statement is stating a common limiting belief within your niche as if you believe it yourself and then slowly disproving it within the post.
False Statement → Turning Point → Social Proof → Disprove Statement → More Social Proof → CTA
State the one of common misbeliefs (excuses) within your niche. Something that you’ve heard a million times that just isn’t true but most of your ideal clients believe to be true. Don’t go to hard on them though, a lot of these beliefs are unconscious. Help them recognize it’s just an excuse without telling them they’re being lazy.
Example: Some people can’t lose weight because they just have a slow metabolism
Now that we’ve gotten their attention, completely disprove the statement you just made. Don’t make it sound condescending but make it clear that their current belief is complete BS and say it with clear undeniable conviction.
Example: That’s what most people think, but I'm here to tell you that’s completely wrong
Don’t just add someone else’s results and move onto Disprove Statement. When you are telling someone about another client’s results you need to tell it in a relatable manner. Talk about the struggles that have led to their limiting belief in the first place. Also of course social proof is the holy grail of setting automatic authority.
Example: My client Samantha was overweight her entire life, she tried all the weight loss hacks. Keto, Meal Prepping, cutting out sugar, all of that. BUT in 3 months after working with me she lost 60 pounds
Here’s where you drop your knowledge on why their belief is wrong. Break down the exact reason why it’s false and also give them the correct information. This is not to belittle their misbelief, this is to educate them and help them.
Example: The only way to lose weight is to eat less than you burn, now yes your metabolism has a big factor on how many calories you burn while resting. But if you eat less than your current calorie maintenance you will lose weight no matter what.
When did more social proof ever hurt anyone? You just attacked and disproved someone’s belief, the human response is to shutdown and push against the statement that isn’t aligned with what they believed to be true.
Example: Still don’t believe me? Here’s a before and after of another client named Paul. Paul lost 70 pounds in 5 months but at the beginning he made sure to explain to me how “slow his metabolism is” but after we got him on the right diet plan eating below his calorie maintenance he looks better than ever.
Make it as easy as possible for them to do what you want them to do. Be direct with this CTA on what the next step is to beat their original excuse.
Example: If you want results like Paul & Samantha, book a free call with me to go over your next diet plan :D
Some people can’t lose weight because they just have a slow metabolism
That’s what most people think, but I'm here to tell you that’s completely wrong