I've been speaking to a lot of people lately about their core offer… the higher ticket thing that actually makes them money (considering making next month’s GM+ focus all about building out high-ticket offers from scratch - lemme know if this is of interest)

Across all those convos, one thing keeps showing up- or rather - not showing up in the offer messaging.

Your success hinges on your prospect’s belief.

And most people get this completely wrong.

Every offer is really about shifting a belief.

But you can’t just skip to the new belief off the bat. If you don’t dismantle the old one first… it’s game over.

People already believe they know the answer.

So when you drop something new in front of them, they ignore it, because it doesn’t match their current worldview.

They already think…

• “Calorie counting is the only way to lose weight.”
• “Organic LinkedIn is the best way to get B2B clients.”
• “Webinars are the only way to sell high-ticket.”
• “Vocab drills are the only way to learn a language.”
• Or whatever…

And they hold onto these beliefs hard because they’ve been told this by the common advice often for years.

Now, you’ve probablys een that a lot of successful offers hinge on a new belief, or position their approach as the new way. Things like…

They’re designed to create a new belief.

And that is how you really get people to. buy in.

But you can’t install a new belief if the old one is still standing.

There’s no space for it. Most can only hold one belief at a time.

So before you pitch your offer, you need to remove the existing belief.

You can do this in two ways:

1. When the old belief is shaky or strained → use logic

Let’s use my stuff as an example and say someone’s been using free lead magnets.

They’re getting signups, but no real sales.

They’re frustrated… the cracks are already there.

They know something is wrong, but they don’t know what it is. They’re holding onto the old belief becuase it’s all they know. But they are also starting to see it’s not measduring up to what they hoped.

So you walk them through the logic. You grab their attention by saying you understand their position, then you explain why it’s not working and undermine the existing belief, then you can install the new one.

That might look like this…

• You’re finding fewer leads are buying
• It;s cause you rely on free lead magnets which bring in the wrong people.
• Freebies attract freebie-seekers.
• You’re building a list of people who’ll never pay.
• You’re drowning out serious buyers so can’t identify what will actually sell.
• A $1 product filters them out instantly and highlights th ebuyers.
• Now you’re only talking to people who buy

When the relationship with the gelief is strained, you can tackle it head on cause, deep down, they know it’s not all it was cracked up to be.

You just need to shine a light on why it’s not working and then intro the new way.

2. When the old belief is deep-rooted → reframe the emotion

This is where it gets complex.

If the belief is tied to emotion, guilt, fear, identity, etc. you cannot logic your way through.

You have to shift their relationship with the belief itself.

Here’s a example:

Let’s say you help founders build better systes for their business.

They think they need to do everything themselves and have ought wholly ito the hustle cutlure mindset that all that’s needed is to work harder.

If something isn’t growing, it’s because they’re not doing enough.

It’s a hard wall to break through and a belief that’s difficult to supplant because it’s become the core of so many founder’s identity and ego.

You’ve probably worked with people who have this and say things like…

• I should be able to figure this out.
• I just need to push harder.
• Everyone else seems to be doing fine.

It feels like taking responsibility.

But in reality, it’s a subconcious belief that’s holding them back.

So, how can you plant seeds that show them this is not the right way? How can you subtly undermine the limiting belief leaving space for the new one?

You pepper elements thorughout the copy and messaging that attack the undelrying negative emotion.

In this case, it’s toxic ego. You show them how the people ahead of them were not hustle bros and didn’t do it alone.

You drop ideas and examples of how top performers in every field don’t do it alone.
They get help because that’s what helps them win.

• Elite athletes have coaches.
• Top founders have advisors.
• Even the best surgeons operate with a team.

Nobody at the top gets there solo.

The people still trying to do it alone?

They're usually the ones still spinning plates, convincing themselves it’ll all click if they just push a bit harder.

That’s the real trap.

And if you can reveal that, without calling it out directly, you leave space for a new belief to take root:

That’s the shift you want.

Because when they stop seeing help as a crutch, and start seeing it as a lever, that’s when they buy.

This is the real game in marketing…

Change the belief, and you change the buyer.

The more you practice this, identifying the belief, finding the emotion behind it, and building your messaging around the shift, the easier it gets to sell high-ticket, low-ticket, anything.

Let me know if this is something you want to dive deeper into.

Considering next month’s GM+ focus to be on crafting and selling high-ticket offers so we all have a good ol’ money maker to drive people to.

​Wanna read this in the GM Community - read and comment here​

Pete "belief shifter" Boyle