The Three Bs of Marketing
Sell belief, a better way, and belonging instead of a product
- Difficulty
- Moderate
- Time to result
- ~weeks to results
- Steps
- 6
- Confidence
- 90%
The Three Bs reframe marketing away from selling a product toward selling belief, a better way, and belonging. First, Belief: surface what the audience believes about themselves (their identity, their problem, their view of the future) and then assert your own central belief about the solution, changing their belief in the process. Second, Better Way: explicitly acknowledge and even celebrate the old, established way, then define why yours is different and better, and repeat that central point again and again across channels so it becomes recurring. The easier it is for a consumer to understand your better way, the more conversions you get. Third, Belonging: every offer enrolls the buyer into a group mission or vision of who they are becoming, which is what makes them stay and buy again. Applied to lead generation, the framework becomes far more effective once you have defined exactly who you serve, letting you reconfigure every marketing arm around the same three pillars.
Origin
Attributed to Brendan Burchard, shared with Jasmine Star at a mastermind in Napa in late 2024, which she then applied to her own 2025 lead-generation strategy.
Core principles
- 01You are never selling a product or service; you are selling belief, a better way, and belonging.
- 02Marketing must first name what the audience believes about themselves before it can shift what they believe about you.
- 03A better way only converts when it is simple enough to understand and repeated many times in many forms.
- 04Every offer enrolls people into a group mission or vision, not just a transaction.
- 05Leads are people who might buy in the future; you earn the sale by dazzling, winning trust, then offering.
- 06The clearer you are about exactly who you serve, the more effective all three Bs become.
How to run it
- 1
Establish belief
Identify what the audience believes about themselves, then acknowledge and challenge that belief with your own central belief about the solution. Establish that they have a problem and that you have the solution.
Pro tip In the first paragraph of an email or first five minutes of a keynote, name their belief, then state yours to create interest and insight.
Watch out If people don't know what you believe, they will be lost.
- 2
Qualify by their view of the future
Ask what the audience believes about the future. Those who think success is impossible self-select out; those who think 'I have what it takes' become more qualified leads.
Pro tip Let the skeptics opt out — it builds a more qualified lead pool rather than chasing everyone.
- 3
Define the better way
Explain why your approach is a better way of doing something, even if they have tried it before. Address what is already out there to differentiate your offer.
Pro tip Acknowledge, celebrate, then differentiate the old way before claiming yours is better.
- 4
Simplify and repeat the better way
Make the better way as easy as possible to understand and repeat it again and again across every channel so it becomes a recurring central point.
Pro tip Say the same thing many times in many different ways — simplicity leads to conversations and conversations lead to conversions.
Watch out Complex or hard-to-grasp 'better ways' kill conversions.
- 5
Sell belonging
Frame the offer as enrollment into a group mission or vision of who the buyer is becoming, not just a product or service.
Pro tip Ask 'what group mission am I enrolling people in?' for every offer, from running shoes to skincare.
- 6
Reconfigure every lead-gen arm through the three Bs
Apply belief, better way, and belonging to every marketing surface — optins, webinars, challenges, funnels, guest and host podcast appearances — after clearly defining who you serve.
Pro tip The three Bs become far more effective once you know exactly who you are targeting.
Watch out Marketing goes bland when you haven't clearly defined the person you serve.
In the wild
Promoting a webinar for a course called Your Biggest Launch Ever, Jasmine rewrote the newsletter through the three Bs. She first acknowledged the reader's belief ('I can never make six figures selling a $19 PDF'), then challenged it with her own central belief that you can build a six-figure business from a $19 PDF, citing herself and others as proof that it is a better way. Readers who believed it became qualified leads; those who didn't self-selected out.
→ An email she was going to send anyway became a belief-shifting, lead-qualifying asset framed around the three Bs.
To illustrate a better way, Jasmine contrasts a restrictive six-month regimen (strict eating, workouts, no alcohol) against GLP-1 options advertised as a better way because they take less time and effort for a similar result. Neither is objectively correct; the point is that the easier a consumer finds it to understand your better way, the more conversions you get.
→ Demonstrates that clarity and simplicity of the better way, not the method itself, drive conversion.
Common mistakes
Selling the product instead of the belief
Leading with features of a product or service instead of first shifting what the audience believes about themselves and the solution leaves prospects lost and unmoved.
Leaving the better way vague or complex
If prospects can't easily understand why your way is better, conversions drop — the better way must be simple and repeated many times.
Marketing without defining who you serve
Trying to serve everyone makes marketing bland; the three Bs only become effective once you have clearly defined the specific person you target.
Is it for you?
Best for
Coaches, creators, and digital-product sellers trying to generate and cultivate new leads without high-pressure selling.
Not ideal for
Commodity purchases where the buyer has no identity, belief, or aspiration attached to the product.
From the transcript
“So the three bases of marketing principles by Brennan Burchard, when it comes to marketing, you're not selling a product or service, you're selling belief.…”
“But the easier it is for a consumer to understand your better way, the more conversions you'll have.”
“Now you are not selling just your product or service, you're selling into a vision.”
From the episode
How to Attract & Convert More Leads Without Feeling Salesy