Adam Nassor's Heart Model

I’d like your help “Mindreading” my target audience in a specific way.

It’s based on Breakthrough Advertising by Eugene Schwartz.

I will give you something the audience would say, and I want you to go deep as in this example:

What the audience says: “I want to make more money”

Going deep 1: So I can provide a better life for my family

Going deep 2: So I can give my kids the opportunities I didn’t have

Going deep 3: So I’M feeling good as a parent.

What will they tell? I’ve had success in the past

What won’t they tell? I’m not good at managing my money

What can’t they tell? I doN’t know how to put money to work for me

Going deep 1 refers to what the audience says and finds WHY they said what they said.

Going deep 2 refers to going deep 1 and finds a deeper and stronger why

Going deep 3 refers to going deep 2 and find a why that’s rooted int he audience’s desired identity, who they wanna become.

This always ends in a highly emotionally charged, personified goal, a strong and compelling identity, like the “after” of a transformation.

Going deep can also be for negative statements like “Amazon is saturated” or other doubtful/sceptical statements.

In this case you would wanna go deep like this:

“Amazon is saturated”

Why 1: I’m not sure if this can still work

Why 2: I’m afraid I invest time and money into something that won’t work anymore after I built everything up

Why 3: I don’t wanna look like a failure and loser after taking huge risks: I’M afraid my family and loved ones will lose trust in me and say “I told you so”

It’s the same as with the positive statement.

Each “why” goes deeper on the previous one to arrive at a deeply emotional result that makes the prospect feel like we read their mind. The difference here is that the identity is a terrifying one they’d want to avoid at any cost.

What they tell is an answer they give when you ask them if they had any experiences regarding what they said. It’s a socially acceptable answer they say to make themselves look good.

What they won’t tell are things they don’t wanna admit to strangers because they’re afraid to look bad or silly.

What they won’t tell are things they don’t wanna admit to strangers because they’re afraid to look bad or silly

What they can’t tell are things they are terrified to admit because it would hurt their ego too much. IT’s usually the strongest emotionally charged desire, fear, pain etc in the audience.

So in conclusion, l’ll give you a sentence the audience says and you give me going deep 1, 2 and 3 as I described plus what they’ll tell, what they won’t tell and what they can’t tell.

Also, I’d like you to give me the urgency, staying power and scope on scales from 1-5 for each statement I give you. Urgency is the Intensity of a desire, it’s degree of demand to be satisfied. Ex: Constant pain vs a minor headache.

Staying power is a desire’s ability or inability to be satisfied;the degree of repetition. Ex: Raw hunger vs desire for gourmet foods.

Scope is the number of people who share the desire. Ex: The number of people willing to pay $10 for an automobile accessory that saves gas vs those willing to pay $10 to prevent future repair bills. 1 is lowest, 5 is highest, just as Eugene Schwartz uses them and a reasoning behind your scoring.

Do you understand?