Part 1
Verification: How to offer proof and authority
Keep it as short as possible, facts and statistics take away from the emotional journey of your
prospect imaging having their highest desire fulfilled
Place your proof only after you have built up to it, at the point at which your prospect demands
it, is ready to accept it
Add excitement to the dullness of fact and data, dramatize it
Reinforcement: Combine two claims to create the power of four
Every word must carry an image, picture, or feeling
Combine two images to create an entirely new and unique one, one that each claim on their own
would not generate, but put together, make it impossible for your prospect to see anything else
Combine two juxtaposing, two antagonistic images, and you will have created an image
powerful enough to sway your prospect and make him believe his desire awaits to be fulfilled
Interweaving: Blend emotion, image, and logic into one powerful phrase
No sentence can be effective if it contains only the facts, it has to contain emotion, impact,
meaning for your prospect
Use the facts and data to bridge to the emotional impact, show how they help fulfill your
prospect’s deepest desires
Interweaving is done first consciously, but through repetition, it should become intuitive,
it should be with the first stroke of your pen that you create it