Prompt Playbook: Selling without Selling PART 2

In this Part I’m passing over to someone who knows this stuff better than me. I’ll just channel him!

Russell Brunson is one of those “sales guru” types. He has written a series of Secrets books which on the surface are very overblown (I mean… he is a salesman) but are actually super valuable. I recommend checking them out.

In this Part I’ll be applying one of his frameworks and we’ll be using it to structure our sales process.

The key here is that people don't buy because of features. They don't even buy because of benefits. They buy when they believe three specific things.

Miss even one of these beliefs, and the sale dies. Every time.

I learned this the hard way. My first product had every feature imaginable. Beautiful landing page. Testimonials. Money-back guarantee. Price was fair. Traffic was decent.

Conversion rate? 0.3%. Gulp.

Why? Because I was only addressing one of the three beliefs. I was showing the product worked (vehicle belief) but ignoring whether they believed THEY could make it work (internal belief) and whether their situation would allow success (external belief).

Brunson calls these the "Three Core Beliefs" or sometimes "dominoes" - because you need to knock down all three for the sale to happen.

Today, you'll map your offer against these three beliefs and identify which one is killing your sales.

Let's get started

The Three Dominoes That Must Fall

Before anyone buys anything - from a chocolate bar to a house - three "dominoes" must fall in their mind. Brunson calls them dominoes because each one must fall for the next to matter.

Check out his Youtube videos and books for a full explanation but I’ll give you the basics here. The dominoes are as follows:

Domino 1 - Vehicle Belief: "Will this thing work?"

• Is this the right type of solution for my problem?

• Has it worked for others like me?

• Is this better than alternatives?

Domino 2 - Internal Belief: "Can I make it work?"

• Am I capable of using this successfully?

• Do I have the skills/time/discipline?

• Will I actually follow through?

Domino 3 - External Belief: "Will my situation let it work?"

• Do I have the resources (time/money)?

• Will my boss/spouse/situation allow this?

• Will external forces prevent my success?

Miss any one domino, and the credit card stays in the wallet.

The Psychology Behind Each Domino

Domino 1 (Vehicle) is logical. It's about the product. This is where features, case studies, and demonstrations live. It's the easiest to address because it's about something external - your product. This is where most of us focus our sales and marketing. But it’s not enough!

Domino 2 (Internal) is emotional. It's about them. Their fears, doubts, capabilities. This is where simplification, support, and "people like you" examples matter. It's harder because you're fighting their self-image. We’re convincing them not about our product but about themselves - yikes!

Domino 3 (External) is situational. It's about their world. Their resources, relationships, circumstances. This is where guarantees, flexibility, and removing requirements matter. It's tricky because every situation is different. This is where they’ll come up with objections and you need to be ready to slap them down.

Let’s use an example to make this real. I’ll use one close to my heart - the AI Workshop Kit. I’m revealing my secrets here by the way - so if you come to one of my webinars or a sales page you’ll be able to decode what I’m doing! I don’t mind that though because I have absolute certainty in the value of the product so (as I explained yesterday) I’m happy to “sell” it!

The AI Workshop Kit allows my students to quickly (with days!) go and teach my AI workshop materials to business and to get paid $1000+/hour. The record is $4000/hour. It’s a combination of materials, a course of study, a 4 week cohort, live calls, Whatsapp support and more. That’s the value stack.

The dominoes are

1. The vehicle: workshops are how you can earn a lot of money off your AI knowledge combined with your industry experience. The market is crying out for it and the money is there. This is a strong vehicle to tap into that massive market demand and get paid well.

2. Internal belief: and you are the right person to go and teach businesses in your industry because of your industry experience and the fact that you can bridge the gap between AI and “your people”. You don’t need a PhD in AI - in fact that will get in the way of you communicating to those in your industry why AI is so important. In their language.

3. External belief: and you can make back your investment by giving one single workshop. Plus I’ll show you exactly how to secure that workshop and get the ball rolling.

Hopefully you can see the sort of flow here. We directly address our buyers’ beliefs and show them why our offer is the solution.

You’ll need to adapt this to your market, your offer and your customers of course! We’ll use a prompt to do the heavy lifting. But I HIGHLY recommend spending time thinking about and working out these dominoes - it’s one of the highest leverage activities you’ll ever do for your business.

Diagnosing Your Dominoes

OK let’s run this big prompt to help us work out our dominos

You are a sales psychology expert specialising in Russell Brunson's "Three Core Beliefs" framework from his Perfect Webinar methodology. You're going to help me identify the exact beliefs my customers need to have before they'll buy, and diagnose which "dominoes" aren't falling in my current sales process.

CONTEXT: Russell Brunson discovered that for any sale to happen, customers must believe three specific things. He calls these "dominoes" because they must fall in sequence:

1. THE VEHICLE (Opportunity Switch): "Is THIS specific solution THE way for me to succeed?" 
   - Not just "does it work" but "is THIS the right vehicle for ME"
   - They need to believe other solutions won't work but THIS ONE will
   - This is about the opportunity/method itself

2. INTERNAL BELIEFS (Capability): "Can I personally do this?"
   - Do they believe they have the ability to execute
   - Will they follow through and not quit
   - Can someone like them actually succeed

3. EXTERNAL BELIEFS (Outside Forces): "Will my circumstances allow success?"
   - Time, money, resources
   - Spouse, boss, family approval
   - Market conditions, competition, timing

YOUR TASK: Based on what I tell you about my business, identify the specific beliefs my customers need and which dominoes likely aren't falling.

First, ask me for this information (one at a time, wait for responses):
1. "What are you selling and who specifically buys it?"
2. "What's your current positioning - how do you describe your solution?"
3. "What objections do you hear most often?"
4. "What do customers say when they DON'T buy?"
5. "What competing solutions are they considering or currently using?"

After gathering this information, provide:

A) THE THREE BELIEFS MY CUSTOMERS NEED
For each domino, write the SPECIFIC belief my customers must have:
- Vehicle: "I need to believe [specific belief about this solution]"
- Internal: "I need to believe [specific belief about my capability]"
- External: "I need to believe [specific belief about my situation]"

B) DIAGNOSIS OF STUCK DOMINOES
Rank which dominoes are likely problems (1 = biggest problem):
- Explain WHY each domino might not be falling
- Reference specific objections/feedback that indicate this
- Note which domino I'm currently addressing well (if any)

C) THE BELIEF GAPS
For each stuck domino, identify:
- What they currently believe (the false belief)
- What they need to believe instead (the new belief)
- Why this gap exists

D) KNOCKING DOWN THE DOMINOES
For my #1 stuck domino, provide:
- 3 specific pieces of proof/content needed
- Example story that would address this belief
- Quick win they need to see
- Exact language to use

E) SALES MESSAGE DIAGNOSTIC
Looking at my current positioning, tell me:
- Which domino am I focusing on too much? (usually Vehicle)
- Which domino am I ignoring? (usually Internal or External)
- One specific change to make TODAY

Be direct and specific. NO generic advice. I need to know exactly which beliefs are blocking my sales.

This is a chunky prompt so take your time to carefully work with it. It’ll be worth it believe me!

In the next Part we’ll talk about how we start to topple these dominoes in our sales material. Right now focus on diagnosis.

Your Deliverable Today

1. Run the domino analysis prompt

2. Identify which domino won't fall (your biggest blocker)

3. And a DO NOT DO : Don't add more features!

Build in Public Component

Share your discovery

"Day 42 of AI Summer Camp: Mapped my offer against Brunson's 3 dominoes.

[Explain the dominoes]

My stuck domino: [Internal/External/Vehicle]

Was focusing 90% on proving it works, 10% on whether they could do it. Fixing this now”

What's Next?

Today we’ve in diagnosis mode. Tomorrow we turn to the cure. We’ll take this analysis and turn it into actual copy. You'll craft a pitch that systematically knocks down all three dominoes, turning skeptics into buyers. And then we’ll start to form it up in videos, sales pages and more.

Keep Prompting,

Kyle