When it comes to models, how we present them is just as, if not more important, than why.
Presentation Level 1 - Words Only
Language is important, but using words alone isn’t sufficient to communicate deep and potent wisdom. This is why often, when we use words only, the natural instinct is to dismiss it as more “noise” or more “copy.” This is where your audience will tend to be defensive and resistant and feel the sale is coming from a mile away.
What tends to happen when you communicate with words only is people say, “I hear you, and quite frankly, it’s noise.”
And it’s why reading this post wouldn’t be as engaging without the visual model to back it up. It would just be another article—another stream of words that may or may not connect with you and achieve their intended purpose.
This is because only 11% of what we bring into our brain from the world around us comes in through the auditory channel in what we read.
Add to this the fact that your audience is more overstimulated and saturated with marketing and messaging (what to think, what to do, and what to believe) than ever, and it’s no surprise that their first instinct is to tune off the “noise” and turn away.
Presentation Level 2 - Adding Visuals To Words
Meanwhile, 83% of all the information coming into our brain from the world around us comes through the optic nerve—through what we see with our eyes.
This is why we as humans are so driven and captivated by spectacles of sight and why video is more popular as a communication medium than ever.
When we give people visual access to a big idea, they will say, “Oh, I see.”
And what we see is always more interesting than what we hear. It’s the difference between watching sports on your big-screen TV versus just listening to it on the radio.
Which is more engaging?
By adding visuals to words, such as pictures or infographics, your audience is able to retain more of what you say and subconsciously buy in that much more to your message.
Presentation Level 3 - Defining The Structure
As I unpacked this process of models over time, I realized that we had to add another dimension: structural access.
This was because visuals and words alone were good, but like with a chart or graphic, these two pieces alone don’t tell us the entire story. With complex concepts and the complex sale, words and pictures alone canstill leave things open to interpretation and ambiguity.
A confused mind is a mind that doesn’t move forward.
So, we added structural access, where the structure of the idea (the model) worked in tandem with the grander message.
We had to let people see the structure of the thinking, because when people see the structure of an idea, they say, “Oh, I get it.” At this point, it becomes something that is actually believable to them, where before, it was just intriguing.
That’s because the human condition is to only believe something once you actually get it and until you get it, you won’t believe it. We’re kind of fundamentally egotistical in this way, holding a fundamental view that our worldview is the right view.
Presentation Level 4 - Bringing It All Together
When we merge these two things together—the visual and structural access—we end up in the zone where the customer goes,, “I see it, I get it, and therefore, it’s desirable. I want it.”
This desire stems from the fact that there’s no longer ambiguity or confusion for your customer and they can clearly see not just what you do but how it is done. This is the point where you’ll find people coming out of the woodwork to work with you and only you.
Your ability to communicate at a deeper level magnetizes a higher level of interest from the market.
Presentation Level 5 - The “All-In” Zone
As we unpack the models, you can see in the graphic above that there’s this super green zone in the top corner.
This area is accessed when the visual access to and structure of your genius is communicated very clearly and compellingly. This transcends just having a model but relies on effectively presenting the model to your customers.
We call this the choreography of the model. The specific pathway and punchlines of your communication. Those moments when you collapse old paradigms in a nanosecond and replace them with new, more powerful paradigms that the prospect knows will transform their world.
When you can effectively walk your audience through your original genius, this is when what was once desirable now becomes buyable. At this point, your prospect is intuitively buying the model before they buy the actual solution, making the sale itself, at your premium price, the easy part.
This is when they wonder to themselves, “How come no one else has ever been able to make it that simple before?”
This is how you land multi-million dollar contracts and cement your place as the forerunner of your industry who is thinking, behaving, and communicating at a higher level than your competition.
This ability to communicate using models disarms your prospects and pre-frames them to the untouchable value that only you can provide, leaving them receptive and open, converted to the idea, and more ready to make the actual purchase at premium prices than they would be with everyone else.
Ready to experience the selling power of models for yourself?
If you accept the call to think and can’t afford to communicate your message like everyone else…
And you’re ready to turn your original genius into potent visual models to easily captivate your customers and land bigger deals……
Apply using the link below.
Watch my masterclass to learn more about The Models Method, or apply to work 1:1 with me to get a custom suite of models for your business.
