Logic Chain

Understand Your Buyer > How To Convert > Logic Chain

 

What is it?

A logic chain is a simple, logical argument that links the importance of the thing you focus on and the consequence or benefit of getting it wrong or right. It’s essentially a mechanism to justify the price and to do so in as few words as possible.

 

Why does it work?

It works because it spells out what matters. The magic comes in the boldness. In the example below we can express the value of the service offered in 3 words. It takes many businesses a long time for people to “get” the value they offer. If you can get your point across in just a couple of words – it inspires confidence in your buyer that you know what you are doing.

 

How can you use it?

There’s a simple (but not easy!) 4 step process to follow:

 

Step 1 – Whats the “thing” you focus on?

In this example it’s Pricing, for my business it’s Messaging. So it’s not your product or service, it’s the name for the “subject” or area where you operate.

Step 2 – What’s the end result?

Next you need to describe the negative end result or positive end result that comes from getting the “thing” right. So, for me, Messaging

Step 3 – Use a “connecting” word

    • Affects
    • Brings about
    • Causes
    • Channels
    • Commands
    • Controls
    • Dictates
    • Directs
    • Drives
    • Frames
    • Generates
    • Governs
    • Guides
    • Influences
    • Initiates
    • Instigates
    • Leads
    • Moulds
    • Navigates
    • Orchestrates
    • Provokes
    • Regulates
    • Results in
    • Rules
    • Sets off
    • Shapes
    • Sparks
    • Steers
    • Sways
    • Triggers

Step 4 – Make it alliterate if you can.

The example below has an extra zing to it thanks to the alliteration of the P sound- if you can alliterate without bastardising the meaning, it will make a big difference.

Examples

Pricing Determines Profit.

This is a logic chain created for a Clear Sales Message™ client to communicate the value and importance of pricing a project correctly. Their platform allows agencies to price things correctly and in one place, this avoids errors that siloed pricing and manual data entry can cause.

The fact is, if you accidentally price something incorrectly. It will eat your profit.

 

 

See also

 

 

 

 

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