Concentration

Question 1

What is Concentration?

Answer 1

Concentration is the careful, logical, documented process of proving ineffectual other ways of satisfying your prospect’s desire.

By pointing out the weaknesses in the competition, emphasizing their disservice to your prospect, and then proving to him that your product gives him what he wants without them.

If you can only attack another product – without showing at the same time, by comparison, how your product provides what the other lacks – then say nothing at all

Question 2

Tactic 1

Answer 2

Contrast the performance of features. Off repeated, direct, one-for-one contrast, exploring the performance factors of vital interest to the prospect

Question 3

Tactic 2

Answer 3

Contrast how the prospect will be before and after use of the product, ideally by describing a common experience (e.g. for a weight-loss product, describe the problems that a woman goes through in trying to lose weight with other (inferior) products)

Question 4

In Other Words

Answer 4

How to destroy alternate ways for your prospect to satisfy his desire