Have you ever tried to copy someone else’s funnel and didn’t get the results you were looking for?
Have you ever tried to just fill in your content on a Clickfunnels Template and didn’t get the 7 figures you were promised?
This used to be our business model. It never works. TRUST US.
What works for someone else’s audience and business model will most likely not produce the same results for you.
Instead of copying a funnel or working on positioning your product or service, you first need to go back to the basics and really assess your core offer from the ground up in order to make it irresistible to your target market. THEN you figure out how to position it.
I have created a process for creating and positioning an offer, called “The 5 Steps to Creating and Positioning an Irresistible Offer”.
The 5 steps are as follows:
Identify your target customer
Really understand your target market. Their demographics, their fears, their desires. Spend a significant amount of time on this as people buy based on emotion, not based on facts. So you really need to know what your customers feel in order to speak to them in a way that drives them to purchase. You need to understand how they think so you can craft an offer that is irresistible to THEM.
Once you have the demographic and psycodemographic data of your target market, we use a tool called MyStoryBrand.com which helps to craft a better marketing plan for your customer’s story and helps you get clear on how to position your offer based on emotional needs.
All of your sales content has to have an emotional sales aspect to it. Your imagery has to speak to their emotional desires and the ad copy has emotionally sold them. Again, people buy based on emotions, not facts. All of your content has to align with their emotional desires and how they escape their biggest fears.
Identify the problem that you are solving
We need to get clear on the problem that you are trying to solve. Your customers need you to build empathy with them in order to build trust. If you can describe the problem they are experiencing more than they can, you have built instant trust.
Anticipate and handle objections
No client will move forward with any sale if they have an objection that you have not explained. They will google it to try to find out or worse they will try to find out through a competitor.
You need to handle your customer’s objections at the time that they have the objection. Come up with your top 3 objections and then solve them for your potential customer. (I go through this in the video in more detail)
Build credibility and trust
People buy based on trust more than they buy based on whether or not you can solve their problem.
The internet is an amazing place that points out scams faster than at any time in the world. However, you need to build trust for any customer to trust you, and ideally before a potential customer searches “[YOUR PRODUCT] Scam?”
Dr. Chaldi, in his book Influence, has several instant principals for building Credibility and Trust.
The Principle of Liking: If someone thinks your similar or likable they are more likely to trust you. This can be done by pointing out similarities(IM FROM THE MIDWEST TOO!), or sharing a common goal(I also like to save the whales), or just by being generally good looking or using models around your products (People like good looking people)
The Principle of Authority: If someone trusts someone or a company, and that person or company trusts you… It must mean that you are trustworthy. So if you have a testimonial from someone your customer sees as being an authority, it builds instant credibility. Or if you have an article from someone your target market trusts that backs up your product or service, (INC, Forbes, etc) this also builds instant credibility.
The Principle of Social Proof: If many people trust you or your product, then your target market has less to be skeptical about. Social proof is probably the most well-known principle. If you have testimonials or aggregate social proof like customer reviews, this provides instant proof that you can be trusted because other people have trusted you before and enjoyed their experience.
Craft the irresistible offer
The last step is to actually craft your irresistible offer.
An offer is different than your product or service. You frame your offer as part of your product or service.
Also, the offer has to be irresistible to YOUR target market.
The good news is that there are principals to make your offer irresistible.
The Principle of Reciprocity: Give something away for free (Education, Free Trial, Free Sample) and your potential customer will feel obligated to provide value back, usually in the form of purchasing behavior.
The Principle of Scarcity: Give your potential customer a reason to buy immediately instead of next week. If you provide some sort of scarcity, your potential customer will purchase more quickly. Everything feels more important while your thinking about it. The second your offer is not on their mind, it becomes less important to them. Make them decide right away. (Time before the offer expires, a limited amount of some offer, etc)
Another tip about positioning your product or service is never talk about the features, always talk about the benefits. The benefit is the emotional benefit from the feature. This is easy to change, ask “so what?” at the end of each feature. (Make a ton of money online so you can support your family). People don’t buy diet coke because it is low calorie, they buy it because they want to look good at the beach.
Also, you should use as much Risk Reversal as you can with your potential customers. This is sometimes known as a guarantee. But the purpose is they the customer has zero risk from purchasing from you. For example, offering a 200% cash back of the purchase price if they don’t like the product. This puts the risk on you instead of on the customer.
Now when you actually craft your offer, make sure you are using as many of the principals as possible.
For example: In my video, I talk about Franks Organic Coffee, and the end of the video comes up with his irresistible offer which is:
PRODUCT: Organic Coffee
*SOURCED ONLY IN THE USA (Uses the Likeability Principle)
*7 OUT OF 8 DR’s RECOMMEND (Uses the Principle of Authority)
*Only Available to the Next 98 Customers (Uses the Scarcity Principle)
*First Bag FREE with Shipping (Uses the Reciprocity Principle)
*$100 Cash – Guarantee you will think its the best coffee you have ever tried. (Uses Risk Reversal)