FLIPPING “ON” THE TRUST SWITCH · Flipping “On” The Trust Sith 2 Flipping “On” the Trust Switch If you are a business owner who would like to find a predictable method

3 Steps For Creating Life-Long Fans To Dramatically Increase Your Cashflow

While Building Your Brand

FLIPPING “ON” THE TRUST SWITCH

© 2016 NeuroGym. All rights reserved.

Flipping “On” The Trust Switch

2

Flipping “On” the Trust SwitchIf you are a business owner who would like to find a predictable method to increase your profitability and cashflow… to build long-term trust and loyalty… while still having effective marketing that brings you a good return…

…Then this book you’re about to read will be of intense interest to you. The new neuroscience “hacks” for creating immediate trust with your customers could change the course of your business forever.

Here’s why…

In the pages of this report you’re going to learn the elements of creating a powerful brand that attracts “die-hard fans”.

You’ll learn the single most important number you must focus on to survive in the long-term. (Most business owners never think about this… let alone track it… your competition included… just understanding this concept will give you a massive competitive advantage)

You’ll find out how to use the oldest form of communication to release powerful neurotransmitters in your prospect’s brains. These neurotransmitters will compel customers to trust you, and buy from you again and again…and love it.

And you’ll discover the mistake most businesses make that completely destroys their relationship with their customers. (And how you can avoid it)

Finally, you will see why most business owners never have the courage to truly become an industry leader. (To avoid having a “boring” and “heartless” corporation you need to know this)

Sound interesting?

Well, buckle up!

Because you’re about to discover new neuroscience previously reserved for scientists and billion dollar companies with deep pockets…

But first, I have to ask you a question…



3

Do You Have The Courage To Dream Big? As brutal as the business battlefield can be, the greatest struggle happens between your ears.

When you read this report you’ll see how to position your business as an industry leader, with a mission and vision that will inspire your prospects to take massive action.

This information, in the right hands, can be EXTREMELY profitable.

In fact, we had one client recently share this testimonial in our Facebook group:

I’m proud of Sharon because she is now living her dream.



4

But I’m not surprised.

Because we have DOZENS of success stories just like that.

Including this one, from another jewelry business:

If I did share dozens of stories just like that you would notice a common thread.

The first step in achieving your dream, is to believe that it’s possible.

What exactly does that mean?

Well, let me share a quick story with you.

In our live Cloning Of Business Success event we had a gentleman who had a rather “boring” business. He had been chugging along, with the same profits for years. Not experiencing massive growth, but not taking a hit either. He was content.

And he was comfortable. But he wanted to grow. So I asked him at the event: “Is it possible to triple your business in a year?”

He said it was impossible.

Then, I asked him a different question. I said: “Who would you have to partner with, to triple your business in a year?”

Again, he told me that it was impossible. (And he seemed a little annoyed by my questions)

So I reframed it one more time, I said: “If Bill Gates wanted to partner with you, could you triple your business in a year?”

“THANK YOU - THANK YOU - THANK YOU!”

Wow, last month I gave myself a fun goal of doubling my monthly business, which on a good month was $55,000. Well, we came close $110,000 in sales!!! Now I set a goal of $150,000 for June (and June is slow).

I thought – I can’t possibly do that, but I just started in on it anyway, doing what I needed to do and we did $50,000 in a single day!

— Erin MacGeraghty, Custom Jewelry Designer



5

A lightbulb went off. He suddenly realized he COULD triple his business, all he had to do was find the right road to get there. The main reason he wasn’t his fear and admit that it was even possible though.

So, my question to you is, do you have that courage?

If you just felt a flash of panic, don’t worry about that. I’ll show you how to remove that fear response and “re-train your brain” later on…

For now, just sit with that question.

Dig down to your core, and ask…

…do I have the courage to set my dreams free?

Step One: Track The Right NumberYou already know that the goal of a marketing campaign is to get a positive return.

You want to put $1 in and get $2 out, right?

But when you think about it, that can seem next to impossible for some businesses. For example, Starbucks only sells coffee for $4. There’s no way they could get a new customer to walk through the door for less than $4. So, how on earth are they profitable?

Perhaps they offer other products, like tasty pastries and sandwiches. That might raise the average order value to $8 or $10. Still it would be hard for them to get a new customer for less than $10.

So without an immediate, and significant return… why did Starbucks spend $351 MILLION on marketing in 2015?

They’re playing a long-term game.

They don’t focus on earning back their advertising spend in the first transaction. Instead, they focus on getting it back over the lifetime of the customer. This allows them to spend much more than they would otherwise.



6

Knowing your Customer Lifetime Value gives you a tremendous advantage. It allows you to make wise decisions about marketing strategy. Because you know exactly how much money you can spend to acquire a customer.

This results in more predictable cashflow.

But that’s not all… knowing this number lets you “outspend” your competition. You see most entrepreneurs don’t know this number. They flounder around making hasty and ill-informed marketing decisions with no long-term plan. It’s like flying without a flight plan.

How to Calculate Your Customer’s Lifetime ValueCalculating the lifetime value of your customer is simple. First, estimate your customer’s lifetime revenue: that is, the amount of money he will spend with you throughout his “lifetime” with your business.

In the United States, the average consumer moves about once every 5 years, so we typically use a figure of 5 years for the lifespan of a loyal customer. Given the nature of your business, you may have a typical customer lifetime of 10 years, or 3 months; just give it your best guess to start until you have actual numbers.

Let’s say you sell a product retailing at $100, and your customer buys it once every 3 months (4 times per year). Using the default lifetime of 5 years, this gives you a lifetime revenue of $2,000 ($100 x 4 purchases per year x5 years). Once you have your lifetime revenue, simply subtract all the expenses involved in generating that revenue, including your total cost of goods sold and the sales and marketing costs involved in acquiring that customer.

Let’s say that $100 product you sell costs you $10 to produce and deliver. Because your customer purchases a total of 20 times (4 times per year for 5 years), your total cost of goods sold is $200.

Let’s also say you spend $90 in sales and marketing expenses to acquire that customer, plus another $500 over the course of the 5 years in communicating with that customer.

That’s a total cost of $790 ($200 plus $90 plus $500).



7

The lifetime profit for this customer would be $1,210 ($2,000 lifetime revenue minus $790 in total costs).

Once you know that, you can spend up to $1,209 to acquire that customer and STILL be profitable.

This allows you to “out-spend” your competition. Which is why companies like Starbucks are able to spend thousands of dollars just to win a single customer… who buys a $5 latte 5 days a week for 10 years… I’ll let you do the math on how much that customer is worth.

So, now that you see what a tremendously important number the Customer Lifetime Value is, let’s talk about how you can increase it.

Step Two: Build An Inspirational BrandThere are numerous tactical way you could increase the value of your customer. Up-sells, cross-sells, adding a backend “high-ticket” offer.

But they will fail without the correct strategic foundation.

What is that strategic foundation?

People have to like your company. They have to understand what you stand for, and be fans of your brand. Then they’ll keep coming back again and again, and buy everything you have to offer.

This is the make-or-break factor that will determine how long your business sticks around.

To show you what I mean, let me tell you about a recent psychology study:

“Melanie Dempsey (Ryerson University) and Andrew A. Mitchell (University of Toronto) set out to test the power of branding messages by conditioning consumers to like or dislike fictitious brand names. They exposed consumers to hundreds of images which included 20 pairing a fictitious brand with positive words or images. 20 other images paired another brand with negative sentiments. At the end of the process, the subjects were unable to recall which brands had been associated with positive or negative messages, but DID express a preference for the positively-matched brand. The researchers called this an, ‘I like it, but I don’t know why’ effect.



8

To further test the potency of these unconscious brand preferences, Dempsey and Mitchell carried out a second experiment in which the subjects were presented with factual product information that contradicted their conditioning. The subjects chose the products which they “knew” to be inferior but for which they had received the positive branding messages.”

— From Roger Dooley at Neuromarketing

How powerful is that?

The most profitable long-term plan for your business is to build a brand people love.

Think about it…

Coca-Cola is one of the largest brands in the world.

It sells soda pop that costs $1-2. And their marketing team spends hundreds of millions a year on advertising. The only way they can afford to do that, is by building positive associations so that people keep drinking Coke even though they know it’s bad for them.

They definitely don’t educate their consumers much, but they do inspire them. All the commercials feature happy people, happy music, and an uplifting message. It’s never about the taste of the cola. Their newest campaign even says “Taste the feeling.” How blatant is that?

“Sharify” Your Brand The reason it’s so important to dream big is because you have to have a vision and a mission that’s big enough for people to get excited about.

Coke doesn’t sell canned sugar water, they sell happiness.

Nike doesn’t sell shoes, they sell achievement.

These are shareable emotions. Memorable emotions. Powerful emotions.

They’re emotions.

And when you get a marketing piece that consistently provokes emotions, then it will “go viral” and people will want to share it.

http://www.neurosciencemarketing.com/blog/articles/unconscious-branding.htm



9

To “sharify” your brand, you must have two things.

1. A big idea that creates excitement.

2. Specific and detailed ways to express that big idea.

To explain these points more, let’s talk about Steven Covey. He wrote one of the most popular personal development books of all time. The Seven Habits of Highly Effective People.

In this book, Steven shared that all successful people “begin with the end in mind.”

He wrote about people, not businesses, but the same principle rings true for businesses.

So, what does it mean to begin with the end in mind?

Well, suppose you were walking through a small town and you saw a brick layer. When you walk up to him, and ask him “What are you doing?” he replies “I’m a bricklayer. I put the bricks on top of the others, and I get paid for it.”

You continue walking, and you see another brick layer. You walk up to him and ask the same question: “What are you doing?” and he replies “Well, I’m placing these hand-crafted bricks precisely on top of each other, with the finest mortar between them. My goal is to be the best bricklayer in the world.”

You continue walking and see yet another bricklayer, working away next to the sidewalk. You ask him the same question. “What are you doing?” and he says “I’m building a cathedral.”

Which one would you remember?

Probably the one with the big, inspiring vision, right?

Well, it’s the same with your business. Do you just sell kitchen appliances?

Do you sell the best kitchen appliances in the area?

Or do you help moms create functional, beautiful kitchens that bring their families closer together?

THAT is the key to having a brand people want to share.

The first step is for YOU to really get clear on where your business is headed.

What does your company do?



10

That’s your mission.

For example: Our mission, here at NeuroGym is:

“ To be the leading provider of brain transforming technology, products and services to help individuals and corporations maximize their performance and potential.”

It’s clear, concise and inspiring. Next, you need to crystalize that mission into specific, measurable, achievable, realistic and timed goals…

What specific things make it clear where your company is going?

That’s your vision.

For example, our vision here at NeuroGym is:

“ NeuroGym helps billions of people recognize and overcome the mental and emotional blocks that keep them from achieving their fullest potential. By using the latest evidence-based science and technology, we help them train their brains to see and do more of what is possible to make a real difference in their lives. By transforming their lives, we progressively make the world better. Our vision is to have 50 million people Innercising by the end of 2017.

We believe that everyone deserves to fullfil their fullest potential and achieve their life’s purpose, vision and biggest goals.”

You can see how clear our mission and vision are. Anyone can read them and immediately know what we do, and our destination. And that’s part of “Sharifying” your brand.

The most important question you must answer is… WHY does your company exist?

When your business begins with a why then you can create the what, how and when around that mission. And people will naturally be inspired by a brand that knows and shows a deep purpose.

You also have to determine your company brand guidelines, essence, personality, core marketing message and personality.

We teach this method in our Cloning Of Business Success course, which you’ll learn about later.



11

Before that, let’s talk about how you use this brand foundation to build out marketing campaigns that connect with your ideal clients.

Tell Stories that Inspire & ConnectLet’s be honest. Everyone hates being hammered with a hard-hitting sales pitch.

But, they work.

So, how can you “hard-sell” without giving people that icky, used car salesman feeling?

Well, the solution is to subtly sell to their unconscious mind using stories. Not only have humans used stories to connect and communicate for millennia, but they are still, without a doubt, the fastest, most effective and engaging way to communicate a point.

Plus, they’re stealthy.

And stories work at the neurological level, by releasing specific neurochemicals that build trust.

Here’s an interesting story from dana.org to show the power of stories:

“To test this, my colleague Jorge Barraza edited a set of a short video clips that we obtained with permission from St. Jude Children’s Research Hospital. One version shows a father talking to the camera while his two-year-old son, Ben, who has terminal brain cancer, plays in the background. The story has a classic dramatic arc in which the father is struggling to connect to and enjoy his son, all the while knowing that the child has only a few months to live. The clip concludes with the father finding the strength to stay emotionally close to his son “until he takes his last breath.”

“I Finally know what I’m doing – and WHY I’m doing it…”

“...I have a structure, I have strategies, tactics, and marketing and sales processes clearly outlined so I know what I’m doing and why I’m doing it.

It feels SO MUCH better. I feel more confident because I have a clear plan.

I feel very hopeful, too. I now know that things are in place now for very good things to happen in my business.”

— Sylvie Drader, owner of a crafting business

http://dana.org



12

We also developed a video of the same father and son spending a day at the zoo. This version does not mention cancer or death, but the boy is bald (from his chemotherapy) and is called “miracle boy” once during the clip. This video lacks the tension induced by the typical story form but includes the same characters. This version was used as a control story to see what the brain does when any video is being watched.

In our first study of narratives, we took blood before and after participants watched one of the two versions of the video. 11 We found that the narrative with the dramatic arc caused an increase in cortisol and oxytocin. Tellingly, the change in oxytocin had a positive correlation with participants’ feeling of empathy for Ben and his father. Heightened empathy motivated participants to offer money to a stranger who was in the experiment.”

— Read The Full Article Here

I bolded that last sentence to show you the power of this.

Let me break it down for you.

When people hear a story, and connect with one or more of the characters, their brains release oxytocin. Oxytocin is known as the “trust drug” and creates feelings of trust and love.

They also demonstrated that heightened oxytocin levels, make people more likely to give money to a stranger… or a cause they support.

It’s almost like when that oxytocin gets released, then a switch gets flipped and people trust you more.

So, when you have a big, inspiring and noble vision, and you tell stories that people empathize with, then they will gladly spend money on your products or services to help bring your vision into the world.

Stories allow you to subtly insert selling points in a way that they slip under the radar, and then the reader will naturally arrive at a conclusion you wanted them to arrive at.

The best part is, your customers will come up with the idea all on their own, and chances are, they won’t even know why. This allows you to speak to your customers deepest emotions, without explicitly coming across as rude or condescending.

Let me show you an example.

http://www.dana.org/Cerebrum/2015/Why_Inspiring_Stories_Make_Us_React__The_Neuroscience_of_Narrative/



13

Read the following two sentences:

A. “You can invest $175 and make $20,727. Then you’ll feel like a successful person and be proud of yourself.”

B. “Is it possible to invest $175 and make $20,727? That’s exactly what Bob Bly just accomplished!”

Notice how the second is framed as a story, and in only 17 words it accomplishes much more than the first phrase ever could.

Why? Because people tend to not believe direct claims.

However, they’re incredibly open to believing stories and they actually will come up with the other parts of it on their own. The whole “feel like a successful person and be proud of yourself” is implied, when you promise they can earn $20,727 with only a $175 investment.

Pretty cool, huh?

Well… if you have a big mission, and inspiring vision, and you can tell stories to get potential clients emotionally engaged with your brand… there’s only one step left.

And it’s CRUCIAL for continued success.

3. Give what you want to get. Many businesses set out to “create a brand that customers love.”

And they’re going to have a bad time.

Because you can’t control how people feel.

And if you try… well, then you’re in for a good amount of embarrassment and frustration.

The truth is, people don’t want to love a brand nearly as much as they want to be loved by the brand.

In his famous book Influence, the world-renowned psychologist Robert Cialdini introduced the principle of reciprocity. Reciprocity states that “I feel obligated to give back to you, in the same manner you gave to me.”



14

This principle was picked up by Gary Vaynerchuk, who advises multi-billion dollar brands, like GE. Getting his company to just manage your social media will set you back about $100,000 a month. So it’s safe to say he knows a thing or two about marketing.

He wrote a book called Jab Jab Jab Right Hook, based around this concept of reciprocity, and giving value before you ask for anything.

Both Vaynerchuk and Cialdini got one thing absolutely right about humans.

We like people who like us.

AND… that goes for businesses too.

It’ll show in the little things. Like how you write an email, a sales page, a newsletter or your website copy. If you’re not afraid to show a little personality, have a little fun, and love on your clients… it will pay off with big bucks in the long run.

So, let’s re-cap what you’ve learned so far.

1. Build an inspiring brand vision and mission that people want to get behind.

2. Use stories to communicate your main selling points.

3. Give what you want to get, treat your customers like gold and it will come back to you

There’s just one big problem…. YOU need to believe it first.

When you try to act in a new way, and your brain isn’t used to that pattern of behavior, then it starts to freak out. Your “reptile brain” starts firing off telling you to “stay safe” and not risk it.

Just get the short-term cash and don’t do anything new.

Meanwhile, your pre-frontal cortex (the CEO of your brain) understands the long-term game you’re playing, and the logic makes sense. And when the two parts of your brain are firing off different messages, it creates chaos called neural dissonance.

Neural Dissonance is your enemy.



15

Because most of the time, your subconscious beliefs will win. Your beautiful plans will come so close to completion… and then in a bizarre type of self-sabotage, you just won’t pull the trigger. This happens with business owners ALL. THE. TIME.

It’s the #1 reason businesses don’t grow.

So, how can you overcome this hidden enemy inside your brain that’s slowly destroying your business from the inside?

Well, that’s what the NeuroGym products are for. We help you change your behaviors, emotions and thoughts at the neurological level using a variety of evidence based techniques and technologies.

You might be asking: “Do they work?”

Well… take a look at the testimonials below, and decide for yourself.

Remember, the key to winning at business is to first win the inner game of business.

You can do it.

“IT SURPASSED ALL EXPECTATIONS...”“ What an incredible experience you created for us all during the business growth event. I knew it would be an extraordinary event but it surpassed all expectations. It’s like when you find The One you know you’ll love till the end of time; you feel like you’ve come home. Guess what?

I feel like I found another home.”

— Ruth Savill, Restaurant and Bakery Owner



16

“FINALLY GOT ME GOING...”“You helped me get my head out of my rectum, quit the copywriting game and get my own business going and growing to multiple seven figures in a very short period of time.) So thanks!”

— Chris Haddad, CEO Digital Romance

“THIS IS BY FAR THE BEST INVESTMENT I HAVE EVER MADE...”“ I just wanted to drop you a line and let you know how much I’m enjoying your Program. I was really having some challenges and you guided me through every aspect of having a successful business. You took me through the entire process, from identifying our ideal customer all the way to various marketing methods for our business, and thoroughly covering everything in between. All of the guidance and tools that you provided make it impossible to fail if we implement all that you have taught me. It would have taken me years to learn all of this if I tried to do it on my own. This is by far the best investment I have ever made, not just investing in my business, but investing in myself. Your success, your knowledge and your passion for teaching make you a true leader in your field. Thanks John, you are awesome.”

— Diana Wood, Owner of a Pain Management Business

Documents

FLIPPING “ON” THE TRUST SWITCH · Flipping “On” The Trust Sith 2 Flipping “On” the Trust Switch If you are a business owner who would like to find a predictable method