Goal
Build your beliefs and mechanism doc: where buyers start, up to 6 beliefs they need in order, and the proof for each.
Why it matters
People don’t buy because of a clever line. They buy when they believe a short list of things, in the right order. If one belief is missing, the best headline in the world won’t save the page. So before anything gets written, list what they have to believe, why they don’t yet, and what would change their mind. This lesson builds that list. Writing it comes later, in Copywriting.
In the full lesson
- Step 1 · Write where they end up
- Step 2 · List 6 beliefs or fewer, in order
- Step 3 · For each belief: why not yet, and what installs it
- Step 4 · Put your mechanism in the chain
- Step 5 · Retire claims your research kills
This lesson is in The Ultemir Playbook.
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