Daniel Turner here, and welcome to lesson one on consumer psychology. This is a starting point in marketing AI service because when you understand what's inside your prospect's mind when they buy things and why they buy products or services in the first place, you'll understand how to get them to buy your AI service. So let's dive in. Now AI services might be a new market, but the psychology behind the decision to buy any product or service remains the same. So when your prospect chooses to pay for your AI service, it comes from these three dimensions, desire, identity, and belief. So this is all consumer psychology is. Now let's break it down. In terms of desire, this is what your prospect craves. So your prospect's desire is already there. Your job is just to focus on and amplify it. So the most common desires for AI services that we're all familiar with, first one being saving time. So having less busy work, taking weekends off, clocking off on time, not dealing with any late nights. Second one being having higher profit margins. Right? So lower operational costs. And the third one's innovation. So being ahead of the curve. But if you go deeper into why your prospects desire these things in the first place, it's the identity. So what your prospect is really buying is a better version of themselves. Let me explain. So let's say your prospect desires saving time. That's what they crave. The reason why they crave it is because they want to become a more present parent or partner by having more time. Right? They wanna be more present in their social life. Let's say that your prospect, what they crave is having higher profit margins. The reason why they crave this is because they want to become a more successful and stable business owner who their employees trust and respect. So it's it's the identity. That's what we're buying. We're buying a better version of ourselves. Right? Now in terms of innovation, the reason why your prospect craves that is because they wanna be become a more formidable opponent against competition in the market by operating faster. Okay? So these two are linked. Now let's talk about some other examples here beyond AI services. Let's say that what you desire is a Ferrari or Rolex, a luxury product. Right? Now the reason why you desire that is because you wanna adopt the identity of being successful, being elite. Now let's talk about the opposite of that. Let's talk about minimalism. Alright? What you desire is having fewer possessions. But the reason why you desire that is because you're adopting identity of not being materialistic and not being bought into it. And this makes a lot more sense in terms of what the gurus are doing. Right? How they're showing off the lifestyle of the watches, the cars, the woman. What they're doing is marketing the identity. They're definitely not marketing their features of what's inside their product or service. They're not even marketing what the prospect wants, which is to make money. They're going straight to the identity in terms of why they want it in the first place. Now that's, of course, if the target market's eighteen to twenty five year old males. You know who I'm talking about in terms of the gurus. Right? So it's the identity, and that's what we're gonna be covering in this program and talking about a lot, especially in lesson two when it comes to offer creation. And what you'll notice is what these gurus always do at the end as they say, I came from nothing. I was broke. I had nothing. I came from a single mother, all this. Right? Now the reason why they're doing that is the belief. K? And that ties into the third dimension. So your belief is what your prospect accepts to be true. So we all have beliefs. The key here is we don't do not like to have them challenged, and they cannot be demolished, only bent. So if your prospect has positive beliefs about your AI service or AI services as a whole, the entire market, that's easy. Right? You just need to build upon it. So let's focus on how to bend negative beliefs about AI services. So there's a process that you wanna follow, and here's the process. Step one is you wanna start with what your prospect already believes. You wanna meet them where they are. Step two is you wanna use that momentum. And step three is gently bend their belief towards your service at the end. So the key here is to meet your prospects where they are. Now I've attached some examples here to really break this down in terms of what this looks like and how I've been beliefs, and these are really common beliefs that you might already be familiar for what your prospect will say when it comes to your AI service. So let's say your prospect says this sounds too good to be true after you, are on a discovery call with them talking about your Azure service. How you bend that belief is you go, you're right. This Azure service is not a silver bullet. It's just a simple system that saves around eight to ten hours per week. So you've used that momentum, just a simple system. K? And then you've gone, here are some use cases with other ICP, whoever your ICP is, we've worked with, and what they have to say about their experience. So the key here is you've met them where they are. You're agreeing with them. And then you've used that momentum, and then you've gently bent it towards the end. Now let's say let's talk about a trickier one here. Let's say that your prospect says, we've tried automation before. It broke last time. It's tough. Right? What you do to bend that belief is you go, nothing worse than smart systems collapsing after a week. Step two, we deploy our service in parallel to your current system so outages don't affect your operations as they did before. So the key word there is as they did before because you're bending. You're using that momentum. Alright? And in step three, bending their belief is we'll let it run until you're confident to give us a green light to make the switch. So you've met them where they are, you've used that momentum, and then you've gently bent belief towards the end on your AI service. Now let's talk about an even trickier one here that you might be familiar with and that I certainly was. Let's say that your your prospect just is really not a fan of AI services as a whole and they're kind of going against it. And they say, I don't know what all the fuss is about. This isn't that valuable. And this is what I've used. So step one is you say, you know, there's a lot of noise about the AI industry being revolutionary and all, but that's nonsense. So you have met them where they are. Step two, services like ours are just a simple upgrade that deliver whatever your outcome is. There's nothing revolutionary about that. Right? So the key here is you've used that momentum of their belief. Step three, you go, I'll tell you what. How about you be the judge in thirty days and whether this revolutionized your workflows or not with a bit of sarcasm? Okay. So the key here is at all costs, never challenge your prospects' beliefs. Try to change your mind or argue with them. Okay. Because this is a recipe for getting ghosted. You need to meet them where they are. And let's say you did change your mind and did change their beliefs, they're gonna be a nightmare to work with. Okay? So if they're really stubborn enough where they're just like, no, just let them go. It's much easier just to get a a book in the next day and discovery call the next day. Now in terms of beliefs, let's talk about shifting beliefs. So you wanna follow this three step framework to shift your prospects' beliefs, and the purpose of shifting prospects' beliefs is to presale them before your discovery call. So this is the key to marketing in terms of beliefs. So in terms of this three step framework, step one is you wanna show that it's possible in their market. Step two is you wanna show that it's possible for others like them. Step three, you wanna show that it's possible for them. So here's what it looks like. When it comes to marketing our service, step one, you wanna establish that AI adoption is active and already in motion in your prospect's industry. So it sounds something like this. We're now seeing firsthand how whatever their industry is as it is advancing with AI. Companies like and then you talk about some well known companies are leveraging AI to get the desired outcome. Alright? So you're showing that it's possible in their market, not the world in their market, in their industry. Step two, you wanna mirror your prospects' roles, struggles, and desired outcome in the results you've delivered for other clients like them. So for example, you could say, we've worked with whoever your past clients were who had enough of whatever the problem you're solving and are now getting the desired outcome. Okay? Now step three is you show it's possible for them. So the good news is that you don't need to do anything because this happens automatically. Alright? Because when it's real in the market and real for others like them, they're gonna think, damn. If it's happening around me and for people like me, then it can happen for me too, so you don't even need to do anything here. Okay? And just like that, you've shifted your prospect's beliefs. So when it comes to combining the three dimensions, desire is what they crave, but identity is why they crave it, and belief is how they perceive it. So you wanna start with the desire and identity, and then a a belief is just the end. Okay? And if you tick all three of those boxes, then they're definitely gonna buy your product or your AI service. So the summary here is desire and identity beliefs shape every single buying decision everyone makes, so not just your prospect. So understanding these three dimensions is a first step to converting your prospect into clients. And all your marketing efforts across all the other programs and all everything else you learn stems from here. K? And up next, in lesson two, we've got prospect alignment, so I'll see you in the next one.