Have you ever had someone start a story by presenting several scenarios and leaving them open ended. For instance, have you ever told your kids to grab their shoes and coat and get in the car… you have a surprise for them. What was their reaction? 

If they started breathlessly asking you about the surprise and you had their complete and utter attention, then you successfully opened a loop. Once you get the kids in the car, you’ll either drag out the surprise or you’ll close the loop and give up the ghost. 

This same principle applies in sales. When you’re speaking with someone about your product or service, you open loops to keep them hanging onto your every word. As you go through your spiel, you start closing loops, one by one.

By the time you get to the end, your prospect is either ready to buy or they’re ready to say no. This is called the open loop principle. You weave a story opening and closing loops in just such a way to keep your potential client intrigued and excited about what you’re offering them. 
Listen in as I share: 

• What the “open loop” principle is and how it is designed to ethically influence others
• Why the “open loop” principle is a fast and easy way to suspend attention.
• How the “open loop” principle works, step-by-step, in marketing communications.

You don’t have to create new loops every single time you try to sell something. You can use templates and just make sure that the loops make sense with your new product or service. I’m using Success Resources Virtual summits as an example. What kinds of loops will you start using? 

In This Episode: 
[03:51] – Alex shares the three key insights for the episode.
[05:08] – Listen as Alex recounts the first big action he took when the pandemic came to the U.S.
[07:19] – Come late March Alex thought up Success Resources Virtual. 
[09:37] – He knew exactly what they should do thanks to the open loop principles. 
[11:10] – What is the open loop principle and why is it ethical? 
[13:26] – Why is the open loop principle so enticing? 
[15:48] – The biggest diservice you can do is to forget to close a loop. 
[16:58] – How do you map out your loops to move your audience along the story? 
[19:05] – Alex shares an example of the open loop principle in effect with a diamond ad.
[22:51] – Listen as Alex breaks down the ad and why it is so effective. 
[25:35] – How did he apply this principle to the Success Resources Virtual program? 
[28:44] – Alex reveals the second open loop for SRV. 
[30:55] – Learn more about the third loop and how it was closed. 
[33:45] – What was the 10-second intro template used for each summit? 
[35:14] – The Alexism is, “Unlearning old habits is harder than learning new ones!”
[35:37] – Hear a quick review of the key insights in this episode: 

• What the “open loop” principle is and how it is designed to ethically influence others
• Why the “open loop” principle is a fast and easy way to suspend attention.
• How the “open loop” principle works, step-by-step, in communications.

[37:08] – If you’ve already given Alex a review, write down your biggest takeaway from this episode on an index card. If you haven’t, though, please use that Aha! moment as your review for the show at this link!
[39:08] – In honor of this episode, Alex gives listeners a final gift. You can get a 30-day free test drive of Kartra. 

Links and Resources: 
Alex Mandossian
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Alex Mandossian on YouTube
Alexisms by Alex Mandossian
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Roy H. Williams
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Alessia & Kane Minkus
Industry Rockstar
Jeff Sexton
Ryan Deiss
The Monday Morning Memo
The Wizard of Ads
SurveyGizmo
How to Win Friends & Influence People by Dale Carnegie
How to Stop Worrying & Start Living by Dale Carnegie
The 7 Habits of Highly Effective People by Stephen R. Covey