Yesterday we discussed Stage #1 of the E5 Funnel Architecting Framework – Examine.
You’ll recall: It’s by no means pretty or sexy…
But, as I said, Stage #1 is where the magic begins when creating a profitable marketing funnel. Because it’s where we uncover all the necessary insights, details, and hot buttons needed to create a compelling funnel message and offer.
Like I said yesterday: I can’t imagine trying to architect a funnel without properly going through Stage #1.
Today, we’re going to discuss Stage #2.
In this stage we take all the juicy nuggets we uncover in Stage #1 and use them to assemble a powerful and persuasive marketing message.
What’s So Special About This One Marketing Secret?
Flying in from over 8 different countries around the world, over 104 marketers packed into a room in the West Palm Beach Convention Center just to hear this. What’s so special about it?
This is the stage everyone likes to talk about. It’s where we lay out the steps of your funnel, the message, and the offer.
And we use the information we gathered during Stage #1 to do it. Remember… the prospect, the product, and the competition?
In Stage #2 our first objective is to determine…
Your Funnel Thesis!
This is the one overarching belief your prospects need to have by the end of your funnel. It’s the one thing they need to “agree with” or “accept” in order to see your solution as the best for their situation.
The Funnel Thesis gives us a guidepost to ensure everything we do, say, present, and demonstrate during your funnel, is moving the prospect to the correct destination (i.e. the acceptance of the Funnel Thesis — the one belief they must have in order to buy).
And we use the Funnel Thesis to determine everything else that needs to be said throughout your funnel.
Here’s how we do it:
Once you’ve decided on your Funnel Thesis, the next objective is to list out the Thesis Sub-Beliefs that will automatically lead the prospect to believe the Funnel Thesis.
Sound confusing? I get it.
Just think of it like this:
The Funnel Thesis represents the point you’re trying to prove to your prospect.
The Thesis Sub-Beliefs represent all the different pieces of information and proof you’ll provide to actually prove the point.
Kind of like a prosecutor who wants the jury (prospects) to believe the defendant is guilty (Funnel Thesis)… so, she presents a string of claims and proof (Thesis Sub-Beliefs) to establish that guilt.
This combination of Thesis and Thesis Sub-Beliefs form the foundation of a rock-solid, undeniable sales argument for your product or service.
But this is just the beginning. Because our next objective in this stage is to assemble…
A Superior, Over-The-Top Irresistible Offer!
Our objective: Put together an offer so good… so lopsided in terms of value… and so void of any risk… your prospects think to themselves, “Why wouldn’t I do this?! I’d have to be an idiot to pass up on this offer.”
We put together this type of offer with the following six elements:
1. The product features and deliverables
2. The product benefits (3 types)
3. The price
4. The terms
5. The premiums/bonuses
6. The risk-reversal element
Go the distance here. The offer is more important than almost everything else (except: the list, the headline, and the funnel idea).
Which leads me to the next and final objective we’ll cover for this Stage…
The Big Funnel Idea!
No matter what you sell… in what market you operate within… or what funnel model you use… every marketing funnel is based on an idea. Some idea.
It can be a great idea. A garbage idea. Or a plain vanilla idea.
But have no doubt… every funnel is based on some idea.
The quality of the idea behind your funnel determines more of your funnel success than most marketers recognize.
Going through Stage #1 is what helps ensure the idea we come up with is one your prospects have never heard before.
What we’re looking for in Stage 2 is an idea around which we can present your Funnel Thesis.
An idea… that captures your prospects’ attention.
An idea… that is new, fresh, unique, and different.
An idea… that gives your prospects the feeling of discovery. An AHA! moment. The feeling that they’ve just stumbled on something newsworthy and big.
Ideas like this are not found. They’re developed. So you need to be prepared to put the time into developing lots of ideas to find one Big Idea.
Once you do — and only once you do — will you begin to craft a headline that best communicates your Big Idea with power, zest, and emotion.
Make sense?
Good.
There’s certainly more to the Engineering Stage. But, these are the three most important objectives.
In the next part of our series I’ll cover Stage #3, a couple of critical metrics, the principle of the Minimum Viable Funnel, and more.
Keep your eyes peeled for that post tomorrow.
Note: At the recent private MFA Live 2015, Todd spent almost 4 hours presenting all of the nitty-gritty details of the Engineering Stage. If you missed it, today you’re in luck. Because — for a limited time — you can get access to the recordings of the entire two-day event. Including, all the million-dollar strategies and tactics Todd uses when engineering all of the funnels he creates. Go here now for details.
