What this allows you to do is:
“Produce highly repeatable and predictable sales results while being highly engaging for your prospects” -Todd Brown
This process eventually became the basis for Todd’s E5 Method, which is responsible for some decent bumps in conversion if you put in the work.
He doesn’t talk about this process a lot any more but, if you’re just starting out…knowing and implementing this process puts you miles ahead of everyone else.
Especially if you play the affiliate marketing game. What do you do when that lander you ripped isn’t converting as well as thought after spying tooling it to death? You apply the A.S.I.S.T. smack-down on it (and come up with your own version of the lander + ask for a pay bump from your AM once you’ve got a decent ROI. #SYITF)
A = AWARENESS: Determine prospect’s level of awareness (LOA)
LOA determines the TYPE of marketing funnel message that’ll give you the highest conversions. Al
Questions to ask, research, and answer to determine LOA
This is best done before you’ve written a word of copy.
2. Are they aware of the PROBLEM and aware of the different PRODUCTS in the marketplace?
3. Are they aware of their PROBLEM, available PRODUCTS, and your SOLUTION also?
Without knowing your marketplace’s LOA, it’s VERY hard to determine what your prospects most need to know and hear before they buy from you.
Once you know where your prospects are at, you can laser target the most accurate funnel to use to get high conversions.
Sidenote: A must-read book for learning how to write the 80/20 of sales copy (the headline and the lead) is Great Leads by Michael Masterson. Any A-list copywriter always raves about it because it helps you stop guessing how to start a piece of copy.
S = SOPHISTICATION: Know which types of hooks your market WILL and WON’T respond to
This is accomplished by identifying the market’s “sophistication level.”
Getting this wrong, Todd says is the biggest reason funnels don’t give a positive ROI because it looks like an “immature marketing message” to your prospects. It’s not sophisticated enough for them.
Sophistication identifying = You’ll grab attention and get engagement from your prospects by positioning your marketing funnel content as new/different/unique/fresh/timely
I = Big IDEA: idea behind funnel and headline MUST BE BOTH “emotionally stimulating” and “intellectually interesting”
The big idea generates forward movement through the funnel…gives you higher opt-ins, captivates prospect. Your conversions = some of the highest in your market
Funnel model/type (Low-ticket offer, Survey, Evergreen webinar, 4part launch sequence) doesn’t matter when the big idea is in place.
S = Solid SALES Argument that runs throughout the funnel
It needs to EMOTIONALLY and RATIONALLY make sense to, and excite, the prospect
Simply: you must deliver your marketing message in the “PROPER SEQUENCE so it creates a desire for your product by establishing all the belief your prospect needs to have so they buy with confidence”
Establishing beliefs = “logic chain”
Logic chain causes prospects to “See your offer as superior to all others and perfect for their needs”
Logic chain results in a “very smooth, educational, and persuasive process that naturally leads to a high level of prospects eagerly desiring and buying your product or service”
T = behavioral TRIGGERS cause prospects to flow all the way to your offer
Triggers lead prospects through your funnel based on their action or lack of action.
This is about emotional triggers AND marketing automation.
For the emotional side, read Joe Sugarman’s book, Triggers.
For marketing automation, Get a free Drip account and play around with their free Marketing Automation School guide.
1. Awareness (Prospect’s level)
2. Sophistication (marketplace)
3. Idea (Big)
4. Sales argument (logical and emotional proof)
5. Triggers (behavioral)
For a more in-depth and updated version of this process watch Todd’s free webinar here.