The Targeted Benefit Breakthrough
How to Instantly Connect Your Persuasion to What People Actually Value
Have you ever wondered why some people seem naturally persuasive while others sound like... well, salespeople?
I'm about to reveal the single most powerful persuasion concept I've discovered in my years studying influence. And no, it's not some fancy psychological trick that requires a PhD to understand.
It's much simpler than that.
And far more powerful.
The Fatal Flaw in Most Persuasion Attempts
Most people try to persuade others by highlighting what they think is valuable about their idea, product, or proposal.
They focus on features and generic benefits:
"This marker writes in bright blue ink! The benefit is people can see it from across the room!"
Sound familiar?
This approach treats persuasion like a shotgun – spray enough "benefits" and hope something connects.
But here's the thing...
People don't care about your list of benefits.
They care about their specific criteria – the unique things they personally value.
The Criteria Connection: The Hidden Key to Instant Persuasion
When you connect your message directly to someone's personal criteria – what they've told you is important to them – something magical happens.
Your words seem to bypass their conscious resistance and speak directly to what they care about most.
Let me show you the difference:
Generic benefit statement: "This marker writes in blue ink so people can see it from across the room. You'll have confidence knowing your presentation stands out."
Criteria-connected statement: "You mentioned being seen as successful is what matters most to you. This marker ensures people can focus on your message from anywhere in the room, helping them recognize the success you're teaching and positioning you as the authority you want to be seen as."
Notice the difference?
The second approach doesn't just sound better – it feels different to the listener because it's connected to their personal value system.
How to Extract Someone's Criteria (Without Being Obvious)
Here's the simple two-step process that will transform your persuasive abilities:
Step 1: Ask Direct Value Questions
Simply ask:
"What's important to you about [relevant topic]?"
"How did you get involved in [their business/position]?"
"What made you decide to explore [whatever you're discussing]?"
These questions naturally reveal their criteria without feeling like an interrogation.
Step 2: Listen for Value Words
Pay close attention to words that signal what they truly value:
Success
Security
Recognition
Freedom
Control
Growth
Connection
When you hear these words, you've struck gold. These are the exact criteria you'll connect your message to.
The Four-Phase Persuasion System That Never Fails
Now let's put this into a complete system you can use in any persuasive situation: