Chain of Beliefs
A sequence of beliefs that leads to a purchase
The Chain of Beliefs is a framework that identifies the sequence of beliefs that leads to a purchase. It's a way to understand the customer journey and identify the touchpoints that drive customer behavior. By using this framework, business owners can create a marketing strategy that resonates with their target audience and builds trust with potential customers.
- The customer journey begins long before someone buys your product
- Missing one belief can derail the whole sale
- Creating mountains of free content doesn't necessarily help the prospect and may actually hurt you
- Identify the chain of beliefsDetermine the sequence of beliefs that leads to a purchase. This involves understanding the customer journey and identifying the touchpoints that drive customer behavior.Pro tipUse the Chain of Beliefs exercise to identify the key beliefs that are required for a purchase.WarningDon't assume you know what your customers believe - take the time to understand their perspective.
- Create content that addresses each link in the chainDevelop a content strategy that addresses each link in the chain of beliefs. This can include blog posts, videos, podcasts, and other types of content.Pro tipFocus on creating content that educates and empowers your audience, rather than just promoting your product.WarningDon't try to force your beliefs on your audience - instead, focus on providing value and building trust.
Billy Broas used the Chain of Beliefs framework to create a marketing strategy for his beer brewing courses. He identified the sequence of beliefs that leads to a purchase and created content and messaging that addressed each link in the chain.
The Chain of Beliefs framework was developed by Billy Broas and Tiago Forte, who realized that traditional marketing approaches often focus on the wrong things, such as features and benefits, rather than the underlying beliefs that drive customer behavior.