Five Steps to Change How You Persuade

1 May 2025

It’s not luck — it’s strategy. One of the most powerful tools I teach is the TRUTH Framework, and it’s designed to help you cut through the noise and truly connect with your audience.

Here’s the problem:
In marketing, we love to say, “Here’s how everyone else does it, and here’s how we’re better.” But that alone doesn’t move people to act.

We forget to bring the customer with us — and we forget to tell them what to do next and why.

Take the brand Liquid Death, for example. They didn’t just sell water. They sold a novel point of view.

Here’s how the TRUTH Framework breaks down what they did:

T is for THINK. What does everyone think?
Water comes in plastic bottles.
R is for REAL PROBLEM. What’s the real problem?
No one questions that assumption and plastic is overused.
T is for TRUTH. What’s your truth?
Water in aluminum cans is more sustainable — and it actually tastes colder and crisper to many people.
U is for UNDERSTANDING. What’s the tested reasoning that you can help your audience understand?
Taste tests with real consumers back it up.
H is for HOW. How should we act?
Try it. Just once.

Persuasion isn’t just about being right — it’s about being clear and compelling and offering knowledge and a point of view that people haven’t seen before. Today’s audience doesn’t have time for slow builds. You need to grab attention, share insight, and call them to action quickly if you want to stop their scroll.

Here’s your move:
Run your next message through the Truth Framework. Do you sound different? Sharper? Counterintuitive?
And most importantly — how did your audience react?

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