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Archetype 13 of 22

Crusaders

The fastest way to remove objections: shift the belief that creates them.

Keeping up with the religious scheme, crusader emails — which are closer in spirit to the Later Crusades and Northern Crusades, especially those in the Baltic region — are emails that are supposed to shift your beliefs.

Often, your audience will own a belief that either makes their progress slower and their problem bigger or flat out prevents them from getting a solution whatsoever.

In cases like this, you must go on a crusade with your emails and shift your reader's beliefs for their own sake.

It's not for the money. It's not for glory. And, even though I'll make Dwayne "The Rock" Johnson mad with this, it's not about power.

It's For Humanity!

(Does it sound too much like I'm trying to convince you to enter a crusade?)

Sometimes, the shift is small.

They believe that their problem is X. While in reality, X is just a symptom of Y. And until they solve Y, they will never be able to break free of their pain and frustration.

That's why all this time of trying to solve X has produced minimal (or sometimes 0) results.

Small shift example

(For example, their lower back hurts, so they massage it and work it out etc, but it never gets better. Because in reality, this happens because they have uneven muscles that cause a pelvic tilt that hurts their back — and until they fix it, they'll never get better)

Other times, the shift is bigger. And you have to work harder to change their beliefs.

Because they just completely misunderstand what is going on and what is causing their pain.

In that case, you need to achieve a complete shift and show them what is the true and completely different cause of their problem.

Big shift example

(A more common example but harder shift to achieve is to make someone believe that the reason they're not losing weight is not because they're not eating clean, but because they're eating too many calories — even if they are clean)

The techniqueIn both cases, one of your best ways to do it is by diagnosing the problem, like a doctor, and presenting the solution.