Dotcom Secrets: The Underground Playbook for Growing Your Company Online with Sales Funnels

by Russell Brunson

I read about a fascinating study that took place at MIT, demonstrating the pre-frame principle in action.10 They tell a story about a class of 70 economics students who were told they would have a substitute professor for the day. Since this professor was new, each student was to read a short biography of the teacher. The bios that were handed out to all the students were identical—except for one phrase. All the bios praised this teacher’s graduate work in economics and listed various fabulous accomplishments. Then half the bios described the professor as “a very warm person,” while the other half described him as “rather cold.” That was the only difference—one phrase. After the lecture, each student was asked to fill out a survey to see how they liked the teacher. The ones who received the “warm” bio said they loved him. They said he was good-natured, considerate of others, and sociable. The students who received the “cold” bio didn’t like him at all. They said he was self-centered, formal, irritable, and ruthless. These students all sat through the same lecture, but the pre-frame changed their perception of what they witnessed.