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The Three Absolutes of Selling

All selling and sales copy must adhere to “The Three Absolutes of Selling™.”  The Three Absolutes of Selling™ are vital for all other cognitive processes to lead to the desired call to action; or to get people to buy.

This is so SIMPLE. Yet I see salesperson after salesperson, website after website, sales page after sales page and VSL after VSL failing here. Whether for email, sales page copy, or video your copy must meet ‘The Three Absolutes of Selling™.’

The Three Absolutes of Selling are the  ‘CIA’ of selling:

Comprehension: Your prospect must understand before buying.
Inspiration: Your prospect must have a need or desire before buying.
Authentication: Your prospect must believe before he or she buys.

My Selling System is underpinned by these absolutes. Please note that all three absolutes are directed toward results; they must take place in your prospect. If your sales pitch or copy misses on any one of the absolutes,  your prospect’s serial processing is interrupted. You will not have a successful conversion rate.  And while selling face to face  or in a live phone call gives you the opportunity to gauge and question your prospect, asking your website, VSL, or email to  to perform The Three Absolutes of Selling™ can be a challenge.



I. Comprehension

Your sales pitch or copy must be UNDERSTOOD.

How many web pages have you visited where you could not understand what was being offered or sold? Or you could not figure out if what was being sold solved your issue or problem?  Unless your prospects clearly understand what your message is saying, what problem you are solving, and what they should do nothing else will matter.

Do Your Prospects Know What Problem Your Product or Service Solves?

In many cases, people do not fully understand their problems, but they are well aware of the effects of those problems.”  –  Leap Williams

Your sales pitch must clearly state the problem your product or service solves. Although the reason or the cause of the problem is only important if needed to understand the solution. The power is within addressing the symptoms of the problem.

The majority of people might not understand their problem but they sure know all about the symptoms. For example, people with eczema certainly understand the itching and unsightly blotches on their skin, but often have no idea what is causing the condition.

People that experience issues with their computers running slow or not performing certainly understand the frustration in being delayed from their purpose of work, entertainment or other computer use, but they generally do not understand what exactly is causing the issue.

“The ‘who, what, when, where and how’ don’t matter as much when someone understands the ‘why’.
– Professor Biz

Your sales copy must answer all the questions in the SIMPLEST TERMS and at LIGHTSPEED. You must answer the; ‘who, what, when, where and how.’ But you must be sure to answer the ‘why’ to be understood.

Your sales copy must answer the following every  “why’s”.

  • Why am I visiting your website?
  • Why do you understand my symptoms, need, or desire?
  • Why can you (or your product or service) solve my issue?


Most people have no idea HOW their cell phone really works. But they know WHY they have one.

Most people have no idea WHO owns the company that provides their cell service or made the phone. But they know WHY they chose the phone and service.

Most people have no idea WHERE the company headquarters is for their cell phone service or exactly WHERE it was made. But they know WHY they want a cell phone wherever they are.


II. Inspiration

Your sales pitch or copy must support or create NEED or DESIRE.

SALES COPY: There is a difference between ‘creating’ and ‘supporting’ desire or need. There is a balance in how much of each your copy should be doing and how your copy should be doing each one. Every website, product or service, and marketing campaign is unique and requires evaluation to determine the correct formula and approach here.

Drill Down to the Ultimate Need or Desire

Begin by establishing what ‘need,’ people have that caused them to come to your web page.

For example, people that want to make more sales from their websites arrive at a website called  ‘Selling With Cognitive Domination.’ They did not start a search with “I need to dominate cognitively.”  So in this case the landing or sales page must address the ‘need or desire’ to ‘sell more.’ .

The Need Chain

Establish your need chain and determine what need level your product or service fulfills in your market’s NEED CHAIN.

Example One: A Book on interview skills.
Headline: How to Get the Interview Skills You’ve Always Wanted
Does that headline make you want to click on the ‘Buy Now’ button immediately? Does the headline even make you want to keep reading? It doesn’t do the trick for me. I have never wanted interview skills. Nobody has a burning passion to become a great legend at being interviewed. People only acquire interview skills because they want a job.

The Ultimate Need or Desire:
A job.

So a better headline might be:

How to Get Interviewers Eating Out of Your Hand
and Offering You the Job on the Spot

Getting a picture of the entire ‘need chain’ involved will help better understand your prospects, where they are in the need process when they arrive on your page, help you create great sales copy, and ultimately; make more sales!

In this example here is the need chain:

Job search -> Resume Cover Letter -> Interview Skills Job

People that need a job do not commonly start looking by searching for ‘interview skills.’ While everyone who needs a job needs interview skills, the need is for ‘a job.’ That is where you would begin to market a course or other product related to interview skills.

Example Two: How to Sell More Online

The ultimate GOAL: Sell more online.
Product or Service -> Website Sales Copy -> Conversions or Sales

Inspiration is the absolute of selling that involves most emotions.  The prospect’s ‘hot buttons; Anger, greed, fear, pain, jealousy, desperation, excitement, pride, shame, and many more.

III. Authentication

Your sales copy must be BELIEVED.

Creating ‘believability’ begins with eliminating disbelief.

The public does not start from a position of belief. The millions of SCAM websites, SPAM emails and unscrupulous people on the web have only caused many people to move farther away from starting at belief and stock up on skepticism. Anything that sends up a red flag or supports disbelief can be a  ‘Serial Processing Interrupter ‘(SPI).  An exception can be your headline. Headlines can themselves be unbelievable statements, but if so they better start offering some explanation or justification right away such as in a sub-headline.

Assumptions of Legitimacy

“On the Internet, an honest person is at a disadvantage with the image of ‘believability’ because of his or her personal assumption of legitimacy.” – Leap Williams

‘BELIEVABILITY’: This is where being an honest person or company, with good intentions and a legitimate offer, can WORK AGAINST YOU. This sincere perspective can also make writing your own sales copy difficult. No matter how legitimate and honest you are you must overcome disbelief. Yet because you know what’s behind the curtain you are under many assumptions of legitimacy.

DO NOT ASSUME anyone believes you. You need PROOF for every claim you make.

Remember this take away:  “ The CIA of Selling: Your product or service must be understood (Comprehension) , desired (Inspiration, and believed  (Authentication), to be sold. ” – Leap Williams

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