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A bold promise is a statement or question you can use to grab attention of the reader, viewer or listener. Put together an irresistible message that will pique the curiosity, desire and interest of your prospects.

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Quick reference

Bold Promise

A bold promise is a statement or question you can use to grab attention of the reader, viewer or listener. Make a bold promise about your solution that is extraordinary, contrary or revolutionary.

When to use

Put together an irresistible message that will pique the curiosity, desire and interest of your prospects.

Instructions

A bold promise is a statement or question to grab attention of the reader, viewer or listener. In marketing, if you can spark curiosity in your prospects, you’re off to a great start.

Bold promise - statement

  • Grab attention with a statement that is extraordinary, contrary or revolutionary.
  • Saying something contrary to the norm in your industry or what people expect from a product like yours instantly sparks curiosity and makes people want to find out how your product or service is different.
  • For example, "iPod - a thousand songs in your pocket." An mp3 player or iPod was revolutionary at the time because you now had 1000 songs in your pocket, compared to the norm at the time, which was a bulky Discman that could play a CD with about 15 songs.

Bold promise - question

  • Ninja secret – whenever someone asks you a question, your brain is going to answer it. You may subconsciously answer with “yes”, “no”, or even “tell me more!”
  • You can phrase your bold promise as a question like:
  • “What if there was a way to …?”
  • “Have you ever wondered about …?”
  • “Would you like to triple your revenues in six months?”

Whatever your bold promise is, make sure it is true, and have evidence to back it up. Think of something that you have delivered in the past or something you thrive to deliver, and offer proof via case studies, testimonials, research, and so on.

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  • 00:04 In this video, we're going to continue with step one, articulate your product or
  • 00:09 service.
  • 00:10 In this video, we're going to talk about the bold promise.
  • 00:14 What is the bold promise?
  • 00:15 The bold promise is that statement or
  • 00:19 question to grab the attention of the reader, okay?
  • 00:24 Or of the viewer if you're doing video, right?
  • 00:26 Or the listener if you're doing radio, okay?
  • 00:29 It's that something that really jolts you and
  • 00:31 says wow, I wanna know what this is, right?
  • 00:35 It sparks that curiosity.
  • 00:37 In marketing,
  • 00:37 if you can spark curiosity in your prospects, that's a great start, okay?
  • 00:42 So you wanna grab their attention, number one, with a statement.
  • 00:46 So you make a statement and its got to be a bold statement.
  • 00:49 Something that's extraordinary, okay?
  • 00:52 Something that people will go, woah, woah, that's awesome, right?
  • 00:56 Or it could be contrary to natural belief, right?
  • 01:00 So whatever people believe about your industry or your product or
  • 01:02 your service technically, if you can go contrary to that and
  • 01:07 be a contrarian, people are gonna spark the curiosity.
  • 01:11 Really?
  • 01:12 How's that, prove it to me, right?
  • 01:14 So that's gonna grab their attention.
  • 01:15 Or something revolutionary, something revolutionary,
  • 01:18 something nobody's ever heard of before.
  • 01:20 Remember when the iPod came out or MP3 players?
  • 01:24 That was something revolutionary.
  • 01:26 Wow, a thousand songs in my pocket.
  • 01:29 Because back then we had something called the CD,
  • 01:31 I don't know if you guys remember that.
  • 01:32 Depending on your age, we had put those in a Walkman, maybe got 15 songs out there.
  • 01:38 If we have MP3 player maybe 20, now you've got 1000 song in your pocket. That was
  • 01:42 revolutionary, okay so it can be a statement.
  • 01:46 It can also be a question, a question that,
  • 01:49 hey, what if there was a way to x, right?
  • 01:53 Have you ever wondered about y, okay?
  • 01:57 So, now this question can be a bold promise that gets people thinking and
  • 02:01 they ask a question.
  • 02:02 And you guys wanna know a ninja secret?
  • 02:04 Whenever somebody asks you a question, your brain is going to answer it.
  • 02:10 Well what do you mean?
  • 02:12 If I was to ask you, hey what if there was a way to really get a bold promise
  • 02:17 to grab somebody's attention, would that interest you?
  • 02:21 Right now, your brain either saying yes or no or maybe tell me more, okay?
  • 02:26 So that's what you want to do with your prospects, okay, that make sense?
  • 02:31 Good you got it.
  • 02:32 So the next thing is, whatever that bold promise is, and this is big because you
  • 02:36 don't want to get yourself in trouble - make sure your bold promise is true.
  • 02:41 And make sure you've got some evidence to back it up.
  • 02:44 Those are those case studies and
  • 02:45 testimonials we talked about in the last video, okay?
  • 02:48 So for example, in our company, in my customer service training company,
  • 02:52 Pure Customer Service, this is one of our marketing pieces that we use.
  • 02:56 We'll say, hey, would you like to double your revenues in six months or less?
  • 03:02 Yeah, maybe I would, right?
  • 03:04 Or would you like to triple the amount of referrals you get next month?
  • 03:09 Ooh, How would I do that?
  • 03:11 Boom, and then I've got a case study.
  • 03:13 I talk about the companies that have done that.
  • 03:16 Okay? You get that, how that goes?
  • 03:18 So you guys need to sit down and think about what is it in your business,
  • 03:22 in your company that you've gotten some extraordinary results and you can word
  • 03:27 it in such a way that its a bold promise, it's gonna grab somebody's attention.
  • 03:32 Okay, does that make sense?
  • 03:33 Good.
  • 03:34 So let's go ahead and recap.
  • 03:36 So you have to have that bold promise.
  • 03:37 You wanna grab their attention.
  • 03:39 It could be a statement or it could be a question.
  • 03:43 And we're gonna look at some more examples in future videos.
  • 03:45 But it's got to be something that's extraordinary, or something that's
  • 03:50 contrary, right, the contrarian view, or something that's absolutely revolutionary.
  • 03:56 But make sure it's true, make sure you've got some evidence to back it up.
  • 04:00 Those are your case studies and your testimonials, okay?
  • 04:03 You guys got this?
  • 04:04 And we'll see you in the next video.

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