191. What Makes People Buy? How to Build the Chain of Beliefs That Sells Your Offer

Before anyone buys from you, they need to believe.

Not just in your offer—but in themselves, their problem, the possibility of change, and the method you use to get them there.

That’s the idea behind the Chain of Beliefs—a simple but powerful framework that can turn your videos, your content, and your messaging into a client-converting machine.

In this episode of The Standout Business Show, I’m pulling back the curtain and showing you exactly how I applied the Chain of Beliefs to my own offer—Mic Drop Moments—with the help of my CMO-in-your-pocket (aka ChatGPT).

Here’s what you’ll learn:

• What the Chain of Beliefs is—and why it’s the key to marketing that actually works
• The 5 belief categories your audience must adopt before they’ll say yes
• A behind-the-scenes look at how I identified my audience’s belief gaps
• How you can use this same framework to clarify your content strategy and guide your audience toward buying

If you’ve ever felt like your content is scattered, or your audience just isn’t “getting it,” this episode will give you the clarity you’ve been missing.

🎧 Tune in and learn how to build the belief bridge between where your audience is now—and where they need to be to work with you.

Resources

Past episodes mentioned: 

Episode 186: “5 Signs That You’re the Best at What You Do—But Still Getting Overlooked”

Episode 183: “The Content Marketing Myth: Why More Content ≠ More Clients”

Episode 185: “How to Use Video to Sell Your Expertise”

Ready to turn your expertise into visibility and demand—without feeding the content machine?

📞 Schedule your FREE “Standout On Video” call here: standoutcall.com

Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.

Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.

Episode Transcript

Brad Powell (00:06):
Before someone buys from you, before anyone buys
from you, they have to believe alot of things, not just in your
offer, but they have to believein themselves, they have to
believe that they can find asolution to their problem and
they need to believe in thefuture that you're pointing them
towards.

(00:26):
If even one of these beliefs ismissing, sale does not happen,
and that is what today's episodeis all about how to build these
beliefs and how I have beenapplying it right here on this
podcast.
It right here on this podcast.
Welcome to the StandoutBusiness Show.

(00:47):
I'm your host, brad Powell, andtoday I am talking about what
makes people buy and how tobuild the chain of beliefs that
will sell your offer for you.
I heard about this little-knownbut truly transformative concept
called the chain of beliefsfrom my podcast coach and
brilliant podcast marketer,jeremy Enns, and the premise is

(01:12):
really simple.
It goes like this Before makinga purchase, every buyer must
hold a series of beliefs thatgive them the confidence to move
forward with their purchase,and these beliefs form a chain,
and if one or more of therequired beliefs are missing,

(01:32):
the chain is broken and theywon't proceed.
These beliefs fall into anumber of different categories,
including beliefs aboutthemselves, beliefs about their
current situation and thechoices available to them, the
future that awaits them on theother side, your approach to
solving their problem, youroffer and, finally, you.

(01:55):
If they hold these beliefs,sales are simple, which means
the job of your marketingbecomes simple.
All you have to do is identifythe chain of beliefs your ideal
buyers must have before buying,and then you start using your

(02:16):
content marketing tosystematically build those
beliefs.
So the good news is that yourcontent is probably already
building some of your buyer'sbeliefs, but the bad news is
that you're probably missing oneor two more links in the chain.
So, in my case, the process thatI used to address this was that

(02:39):
I wanted to run a belief audit,and I used this exact framework
to audit my own contentstrategy for this show and
identify the belief gaps in mycurrent messaging.
I sat down with my good friendChatGPT and I literally plugged

(03:01):
in the text from this premiseall the stuff that I just
described here is this thingcalled chain of beliefs.
This is what it is, this iswhat it means, and then I said
I'm doing this podcast.
I want you to take a look at mypodcast and all these episodes
from the past, and I want you totell me, first of all, what are

(03:21):
the beliefs that my audienceneeds to have in order to say
yes to my offer.
And then I said and my offer,by the way, is Mic Drop Moments
so I want people to say yes tocoming and working with me and
being interviewed by me, and wesit down for an hour and they
get a month's worth of content.
And what do they need tobelieve in order to say yes to

(03:45):
doing that work with me?
So I plugged all this in and Igot all this great feedback.
Like here they are.
So I'm gonna go through some ofthe answers that I got, which
was number one belief inthemselves.
My audience needs to believethat they have valuable
expertise worth showcasing andthey need to believe that

(04:06):
they're ready to be the face oftheir brand, even if they don't
think that they're a natural oncamera.
This comes from the notion thatmany expert founders don't
believe that they're good oncamera, so I have to help them
overcome that limiting belief.
Number two is belief in theirsituation.
Things like they believethey're spending way too much

(04:27):
time creating content withlittle or no return.
Number three belief in thedesired future.
So I want to get them to aplace where they believe that
video can be the simplest,fastest way to grow trust and
authority.
Commonly, my audience is in aplace where they want to be seen
, but they feel unsure that it'sgoing to pay off for them, so I

(04:49):
need to help them over thatparticular hurdle.
Then they need to believe in mymethod Things like believing
that the right system can turnan hour of talking into a whole
month of content and that my micdrop moments method is based on
conversations that they'realready having.
And, lastly, belief in me andmy offer and have them come to a

(05:14):
place where they're thinkingthis offer is going to save me
time and give me better results.
In order to build this lastlink, I need to provide trust
and proof and clear messaging.
So they're going.
Yeah, I'm totally ready to buynow.
And, by the way, there was a lotmore in the responses here,

(05:34):
like a really healthy list ofall the different beliefs that
my audience needs to have, whichgives me tons and tons of ideas
for how to create content inthe future.
There was no shortage ofideation in this particular part
of the process.
Then I wanted to know how was Idoing with this show.
Can we do an audit of previousepisodes and see where I'm

(05:57):
already helping people reachthese beliefs?
So here's three examples offeedback that I got on episodes
that have already happened, thatare already doing a good job.
So belief about themselvescategory number one.
Now.
My audience must believe thatthey have valuable expertise
worth showcasing and believethat by becoming the face of

(06:19):
their brand, they're going to bea great asset for their
business.
And my GPT coach said episodenumber 186, which is called five
signs that you're the best atwhat you Do but Still Getting
Overlooked.
Well, this episode helped mylisteners recognize their own
value and the importance ofvisibility.
So I get a little gold star forthat episode.

(06:43):
Now belief number two, which isbeliefs about their current
situation, which is all abouthow they need to feel that their
current marketing efforts areinsufficient and they recognize
the need for change.
So in order to help build thatbelief, it pointed to episode
number 183, which was called thecontent marketing myth why more

(07:05):
content does not equal moreclients.
And this episode challenged thenotion that more content leads
to more clients and ithighlighted the inefficiencies
in the standard currentstrategies that a lot of my
audience is currently using.
So gold star for that one.
And, by the way, if you want togo back and listen to any of

(07:28):
these episodes, you don't haveto write these down.
I've got links to each episodein the show notes.
And the third example that I'llshare is the beliefs about the
desired future, which is allabout envisioning a future with
enhanced visibility, authorityand client attraction through
effective video marketing.

(07:48):
This is what I want to help myaudience get to, and it pointed
to episode number 185, which iscalled how to use video to sell
your expertise, and this episodewas all about showing how video
can be this powerful tool thatshowcases your expertise and, in
fact, does attract clients.

(08:09):
So it was cool to get thispositive feedback, and actually
the full amount of feedback thatI got in this stage was I got
two episode examples for each ofthe belief systems, so I was
feeling pretty good like I'malready doing a fairly good job.
However, I did get some insighton where I could improve.

(08:31):
So, for example, too muchcontent was focused on
methodology and not enough to onbelief in self.
So the message is that I needmore episodes that feature
client success stories andhighlight their transformations
and boost confidence in mylisteners.
And the other recommendation wasto share more case studies or

(08:53):
testimonials that paint a vividpicture of the benefits that are
achieved from my Mic Dropservice.
So this is actually leading meto restructure my planning for
future episodes and shifting thefocus into a much more
belief-driven content strategy.
So I would encourage you to runyour own belief audit, and this

(09:20):
can be pretty simple as justlooking at your last five pieces
of content and asking thequestion what beliefs are you
building in your content andwhat's missing, and where are
the gaps and where do you needto fill in.
And if you want to use the sameprocess that I used with this
belief audit template and usingChatGPT, just find me on

(09:45):
LinkedIn and DM me the wordbelief and I'll send you the
same framework that I used.
So I'll leave you with this.
If you want your content to sellwithout sounding salesy, build
the beliefs that make youraudience ready to buy.
And that's it for today'sepisode of the Standout Business

(10:12):
Show.
Thanks for listening.
If you found this episodehelpful, don't forget to
subscribe and share it with afriend, because the number one
way that people find out about apodcast like this one is
because they heard about it fromone of their friends.
Remember, keep making a biggerdifference by doing business

(10:33):
differently.
And until next time, so long.