How To Create A Converting Sales Script

Sales script

What is a secret to creating a sales script that would persuade your prospects to buy your product or service?

One of the ways is to use storytelling and let people experience the same emotions and the same epiphany as a hero of your story did.

What can significantly help you with this is an Epiphany Bridge Script.

In the “Expert Secrets” book, Russell Brunson explains in detail how this script is working. He breaks it down to a simple set of questions which will serve you as a framework for any story you’re telling to your prospects in any sales script.

The Epiphany Bridge script has eight core sections with a question assigned to each of them. By answering those questions you’re creating a story that becomes a powerful part of your sales script.

It triggers the right emotions and epiphany in your prospects and consequently makes them buy from you.

Let’s see what parts of Epiphany Bridge Script Russell defines in his book!

1. The Backstory

The question related to this part of the sales script is “What is your backstory that gives your audience interest in your journey?“.

Most good stories start with a backstory. For an Epiphany Bridge, that means sharing where you were before you found your opportunity or had your epiphany.

Usually, this backstory will start around the same point where your prospects are in their life right now.

2. Your Desires

Start with answering the question “What is it you want to accomplish?“.

In this part of the sales script, you’re talking about what you desired the most. What was the internal struggle you were dealing with? What was the external struggle you had to face?

The external struggles are surface-level challenges you’re facing. People usually share their external struggles but these are rarely the real issues they’re dealing with. Internal struggles are deep and personal.

Although, if you share your internal struggles in your sales script becoming vulnerable, the audience will form an almost instant connection with you.

3. The Wall

Ask yourself and share with the audience “What was the wall or problem you hit within your current opportunity?“.

The backstory helps to establish a relationship with your audience and then takes them to the moment of frustration, the wall.

The wall is the challenge you faced because you weren’t able to fulfill your desires with the current opportunity.

This opportunity is not working is the reason you and your prospects who already relate to you, decide to try something new.

This is what drives the emotion for the listener and creates the correct circumstances for them to experience the epiphany.

4. The Epiphany In Your Sales Script

What was the epiphany you experienced and the new opportunity you discovered?

At this point in your story, your listeners already know what your desires were and that you couldn’t achieve them with the current opportunity.

This is the moment when something happens and you see a new way to go, a new opportunity.

It can be a person who helps you with a piece of advice, a sudden idea, a breakthrough, etc. Something happened that gives you the epiphany and a new solution.

5. The Plan

At this point, you’ve had the epiphany and learned about the new solution, a new way to achieve your goals.

Now, you should share what plan you created to achieve your desires. The plan you’ve come up with is supposed to lead you to your desires using the new opportunity.

6. The Conflict

The question related to this section of the script is “What conflict did you experience along the way?“.

After you develop a plan and start implementing it, not everything can go the way it was expected.

You may face the conflict and at this point in your story, you will have to decide whether to go back to your old life or keep moving forward.

Describe the major setback and conflict you experienced that made you feel like all was lost. But then you found the way to accomplish your goals.

7. The Achievement

This section describes what your end result was. Share if you achieved your goals or not so people can see the results the new opportunity gave to you and therefore, can give to them.

8. The Transformation

Share with your audience what transformation you experienced. This is the resolution of your internal struggles and the transformation of your belief and value system.

That’s the script for writing an Ephiphany Bridge story. If you use stories structured this way in your sales scripts, it’ll make your audience relate to you, go through the same emotions and experience the same epiphany.

Therefore, they’ll realize that the service or product you’re offering is the only way for them to achieve their goals as it was for you in your story. Remember, logic doesn’t sell, emotions do. And storytelling is the best way to trigger emotions of your prospects.