Prompt Playbook: Selling without Selling PART 3

Most people approach sales like they're blindfolded in a dark room, swinging wildly hoping to hit something.

One day they lead with features. That doesn't work, so they try testimonials. That fails, so they focus on benefits. Then price. Then urgency. Then their story. Then guarantees.

Random tactics. No strategy. No structure.

It's exhausting. Every sales message feels like starting from zero. Every piece of copy is a guess. You write, delete, rewrite, delete again. Hours spent, minimal results.

The problem isn't your writing ability. It's that you're flailing without a skeleton. Eww - gross analogy.

Think about it - a jazz musician improvises brilliantly, but they're improvising over tried and tested chord progressions: the standards. A chef creates new dishes, but they understand flavour profiles and cooking techniques. A comedian riffs on stage, but they know joke structure.

They all have skeletons. Foundations. Frameworks that guide their creativity.

Sales is the same. You need a skeleton - not to make every message identical like a robot, but to ensure you hit the essential elements every time. A structure that guarantees you address what actually matters to buyers. Once you’ve got that on lock we can riff.

Today, you're building that skeleton using Brunson's three dominoes framework.

Let's get started

Your Domino-Toppling Battle Plan

Yesterday, you identified which of your customer's three dominoes won't fall

1. Vehicle: They don't believe THIS is the right solution

2. Internal: Even if it’s the right solution, they don't believe THEY can do it

3. External: Even if it’s the right solution and they can do it, they don't believe their SITUATION allows it

Today, we're creating the exact copy that knocks each one down. One at a time.

Here's what we're building: Three core belief statements - one sentence each - that will become the backbone of your entire sales message. Then we'll support each statement with stories, arguments, and objection-crushers until those dominoes have no choice but to fall.

Think of it like a legal case. The belief statement is your argument. The stories are your evidence. The objection-handling is your cross-examination. By the end, the jury (your customer) has only one verdict: buy.

We can then build this out into different formats: a sales page, a sales webinar, a delivered sales pitch etc. etc. They all follow the structure, just in different formats. We’ll do that next - after we’ve got the basic skeleton.

Your Three Core Belief Statements

Before we write stories or copy, we need three precise statements - one for each domino. These become your north star for all copy decisions.

Here's the basic structure

Vehicle Statement: "Unlike [old solutions], this [specific method] delivers [specific result] in [specific timeframe]"

Internal Statement: "Even if you [common doubt], you can [achieve result] because [simplicity reason]"

External Statement: "This fits your life because [constraint addressed] while still [delivering result]"

Don’t worry, we’ll use a prompt to build these. I’m just giving you the basics so you know what we’re up to!

Example for an AI invoice tool

• Vehicle: "Unlike manual entry or complex software, this AI processes any invoice format in under 60 seconds"

• Internal: "Even if you've never used AI, you can master this in one morning because it guides you step-by-step"

• External: "This fits your life because it takes just 10 minutes daily and works with your existing systems"

These three sentences become the DNA of everything else you write. These are our scaffolding but unfortunately not enough to be convincing! For each we’re going to flesh out the basic statement with the following:

• 1. The Story - A specific person overcoming that exact doubt

• 2. The Argument - Logical reasons why this belief is true

• 3. The Proof - Evidence that backs up the argument

• 4. The Objection-Crusher - Handling the "yeah, but..." responses

This creates layers of belief-building. The story creates emotion. The argument satisfies logic. The proof provides evidence. The objection-crusher removes final doubts.

Some people make decisions emotionally. Some make them rationally. We hit all the bases with this framework.

It’s hard to visualise so let me show you how this works for each domino

Vehicle Domino Arsenal

• Story: Someone who tried everything else, then found this "Mark tried QuickBooks, Xero, even hired a VA. Nothing worked for his construction invoices until..."

• Argument: Why this succeeds where others fail "The problem with other solutions is they're built for standard invoices. This AI was trained specifically on messy, real-world formats..."

• Proof: Specific metrics and comparisons "Processes handwritten invoices with 97% accuracy. Handles multiple currencies. Exports to any accounting software..."

• Objection-Crusher: "But what about..." "Even if your invoices are handwritten, in multiple languages, or completely non-standard..."

Internal Domino Arsenal

• Story: Someone who thought they couldn't, but could "Barbara still uses a flip phone. She thought AI was for 'tech people.' Then she processed 50 invoices in her first hour..."

• Argument: Why anyone can do this "You don't need to understand AI. You just need to upload and click. The system does everything else..."

• Proof: Simplicity demonstrations "3 steps total. 5-minute setup. No training required. 24/7 support if you get stuck..."

• Objection-Crusher: "But I'm not..." "Even if you've never used AI, can barely use email, or consider yourself 'non-technical'..."

External Domino Arsenal

• Story: Someone with constraints who made it work "David only has 20 minutes each morning before his kids wake up. That's enough to process everything from yesterday..."

• Argument: How it fits real life "This isn't another system to manage. It fits into what you're already doing, just makes it 10x faster..."

• Proof: Resource requirements "10 minutes daily. No IT approval needed. Works on any device. Money-back guarantee..."

• Objection-Crusher: "But my situation..." "Even if you have zero budget, work in a locked-down corporate environment, or have just minutes per day..."

Phew! That was a lot. But you literally plug your own work into these sentences and have an extremely convincing sales argument in play! This is what I first did using Russell Brunson’s books.

We’re going to be even smarter though and use AI. Because of course we are!

Master Copywriting Formula

Use this with the work from yesterday in your favourite writing AI. For me it’s Claude.

You are a direct response copywriter specialiesng in Russell Brunson's three dominoes framework. Help me create copy that systematically knocks down ALL THREE belief barriers.

CONTEXT FROM YESTERDAY'S ANALYSIS:
My product: [Your product]
My target customer: [Who they are]
My customers' current beliefs that need changing:
- Vehicle: [What they currently believe]
- Internal: [What they currently believe]  
- External: [What they currently believe]

STEP 1: CREATE THREE CORE BELIEF STATEMENTS
Write one precise sentence for each domino that will guide all copy:

Vehicle Statement: "Unlike [old solutions], this [specific method] delivers [specific result] in [specific timeframe]"

Internal Statement: "Even if you [common doubt], you can [achieve result] because [simplicity reason]"

External Statement: "This fits your life because [constraint addressed] while still [delivering result]"

STEP 2: BUILD THE DOMINO-TOPPLING ARSENAL
For EACH of the three beliefs, create ALL of the following:

A) THE STORY (150 words)
- Specific character with name and context
- Their struggle with this exact doubt
- The moment of discovery/transformation
- Specific, measurable outcome
- Make it feel real and relatable

B) THE ARGUMENT (100 words)
- Logical explanation of why this belief is true
- Address the core mechanism that makes it work
- Contrast with why other approaches fail
- Use "because" statements for clarity

C) THE PROOF POINTS (Bullet list)
- 5 specific pieces of evidence
- Mix metrics, features, and outcomes
- Each point supports the belief statement
- Include numbers and specifics

D) THE OBJECTION-CRUSHERS
- 3 "Even if..." statements
- Address the deepest version of this doubt
- Show how the solution handles edge cases
- End each with how they still succeed

STEP 3: ASSEMBLY INSTRUCTIONS
Show me how to arrange these elements on a sales page:
- Optimal order for addressing all three dominoes
- How to weave stories throughout
- Where to place objection-crushers
- How to build momentum toward the close
- Ensure ALL THREE dominoes fall before asking for the sale

Keep language simple and conversational. Focus on transformation over features. Make believers, not just buyers.

Now, importantly this is going to make stories up. Use these are starting points or inspiration. You need to plug your own stories in here! Preferably from your beta testers and champions. Chat with your AI to work out what these could be. Don’t use fake stories - they won’t land properly. And it’s icky!

Your Deliverable Today

1. Run the master copy formula

2. Create stories for ALL THREE dominoes

This isn't about perfect copy. It's about systematically addressing every single reason they might not buy.

Build in Public Component

Share your belief statements

"Day 43 of AI Summer Camp: Built my three core belief statements for my sales material.

Vehicle: [Your statement] Internal: [Your statement] External: [Your statement]

Everything I write now knocks down these specific dominoes. Focus!”

What's Next?

Tomorrow we are going to take this set of stories and arguments, write a script and record a VSL (video sales letter). This will be our first run at our sales pitch and off the back of it we’ll produce sales pages and more.

Keep Prompting,

Kyle