The Belief Shifting Story Framework

To use the 'Belief Shifting Story Framework', you must be 1,000% clear on your offer: 

  • Who it’s for?
  • What is their current life like?
  • What do they think the problem is?
  • And what is their ideal outcome (vision
  • How will you help get them there (your method)?
  • What type of person do they need to be to work with you?
  • What qualifications do they need to have in place to reach their ideal outcome most easily (experience, expertise etc…
  • How long will you be working together (the duration of your programme)
  • Why is it that long? 
  • What exact methods do you use to get the outcome they desire?
  • How much it costs (ballpark figure only)

Pick a symptom or scenario of the problem your offer solves 

This is the opposite of the outcome it delivers. This is just one of the many limiting beliefs that make up your ideal client’s current worldview.  A symptom is one of many small problems that make up the big one.


  • Being afraid to raise prices is a symptom of not being able to reach $10k/month.
  • Getting into a lot of arguments can be a symptom of a marriage starting to break down.

Now illustrate that with an example scenario.

A scenario is a more-specific example of a symptom – a specific moment when the symptom shows up.


  • Stammering on a sales call when a prospect asks your price is a scenario of being afraid to raise prices.
  • Getting defensive when your spouse says a certain thing to you is a scenario of getting in a lot of arguments.

This is specific and allows you to write in granular detail.

The fact that you are able to do this blows readers' minds while at the same time proving you are an expert.

When you have described the scenario in detail and how it makes them feel address the underlying *problem* which is driving the symptom.

They may not have put two and two together and identified this. They often cannot see beyond the symptom and the way it manifests itself.

When you switch their attention to the more profound issue causing the symptom to reoccur they are going to experience another light-bulb moment and credit you with the insight they have just had.

This builds their momentum and desire to push through to success. It also builds trust. Trust in you as a person. Trust in your expertise. And respect for your authority too.


Explain in granular detail how to stop this scenario from happening.

Write a detailed explanation.

Show off as much of your expertise on this subject as possible.

Make sure that it is so good that people will just want to copy/paste your explanation into their notes unedited.

Be sure that your competitors will read this and do the same.

Write 750 to 1000 words.

Sometimes more.

Leave nothing out.

Be as specific as you can.

Delivering so much value will ensure people will read all the way to the end if they're your ideal client (and even sometimes if they're not).

NOTE: If you don't feel that you're giving away the farm, you are not putting enough value out there. People should feel that you could have charged for this. No worries. Information is FREE. Your ideal client will want to pay you for your experience and expertise.

Put all that value in context.

A lot of people miss this part when they're trying to apply this framework without having my help.

Let your reader know how fixing this scenario will help them to achieve their overall outcome (which just happens to be the result you deliver with your product/service).

In my case, this means:

 "When you perfect your ability to write a belief-shifting post/article, you should not only attract one pre-sold lead per day in your inbox but enrol one new client per week for an offer of $5K or more, resulting in a $20K+ month."

Being specific about the expected result is crucial.

It puts all that has come before in context and allows your potential client to evaluate how much this is worth to them.

This belief-shifting framework is not about generating leads.

It is about generating one pre-qualified ideal prospect willing to pay you in full.

All they will want to know is "How do I give you my money?". 

NO sales call necessary.

If people see that they're not getting those specific results, they know there's something they're missing.

They will want to reach out to you and ask what that "something" is.

Their next question will be... "How can I pay you to help me?"

NOTE: If you don't put Steps #1 and #2 in context, you will simply be a "likeable expert" who gets lots of engagement but NO clients."Likeable experts" are recognised for the quality of their posts but NOT FOR THE RESULTS THEY HELP THEIR CLIENTS ACHIEVE AND WHETHER WHAT YOU DO IS RIGHT FOR THEM. 

Write a very specific call-to-action for your program.

The conventional way of doing this is writing like the following...

"Click the link in the first comment below and schedule a clarity call with me"
"Comment YES below and I'll DM you"
"DM me if you want more information on the above"

These are all way too vague.You have to be more concise by saying… 

"What I shared above is one of the main things I address with my clients in my [length of program] 1:1/small group program that takes [Ideal prospect in detail] from [where they are now] to [where they crave to be]. I also address ____, ____, and ____ [the other steps in your method (your "how") not mentioned in this particular post].  DM me if interested in this program and we will chat to see if you're a good fit; if so, we can get you started right away."

That's the belief-shifting story framework in a nutshell.

This is just one of the story frameworks that I share with my clients which I use on a regular basis.

The other post you need to know about is the direct offer post ( the ones that begin with OFFER or INVITATION ) which is also a vital part of your client attraction armoury. 

More on that elsewhere...

This belief-shifting story framework is adaptable. It should be used often but not exclusively. You just have to make sure the five elements are included. 

Include a narrative but otherwise write what you want. 
Bend it to your own personality and style.

This simple story framework has brought success to many of us.

As always, DM me if you aren't making at least $10K-$30K/month ( as a solopreneur - or more than that if you have a team) by following this framework.

I pick apart your belief-shifting posts in my 1-month private intensive - after we clarify your ideal client, offer and ideal client outcome. You will also write your offer post and practice other frameworks before I teach you best practices for messenger selling and organic lead generation.

I believe it's one of the very best programs (if not the very best on the market today) for people who have got their coaching/consulting/ expert service provider business airborne and now need to move it up a notch or two ( $10K-$30K/month ++)

As always, if you don't choose to DM me for support, I hope this framework serves you well and pulls in plenty of perfect clients.


You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.


I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group

Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations
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