Tool: “Compare and Contrast Formula”

Warning: This tool can be dangerous!

Before I begin, here’s a caveat: this 
might be the most important tool in your 
toolkit. And if you use it in every aspect of 
your life, there are certain ways you can 
use it to do some pretty nasty things. Don’t 
use this power for evil. I’m not teaching 
you to use it for evil—so if you keep reading, let’s assume you’re 
promising that you’re going to use it for good. I’m giving you a lot of 
responsibility here. 

“With great power comes great responsibility.”

But even with all that said, I’ll add this: when persuading others to 
do anything, whether you’re doing it consciously or not, you are using 
this formula to some degree. Sometimes, it’s outright stated. Other 
times, it may just be implied.

This formula is how you can persuade anyone to make up their 
mind to do anything. Learn it well—and in every way imaginable—
and you’ll bring certainty to the minds of those you’re selling; to what 
you have to offer is the best and only option.

Call it the “Compare and Contrast formula.” It’s been called other 
things, but it has four basic steps which you can expand to 8 or more 
depending on what you’re selling.

Ready? Here’s the formula in its simplest form: