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This Super Boring Concept Will Fix Your Entire Business if You Master It!
1st October 2023 • The Google Ads Podcast • Solutions 8
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Are you struggling to market your business and convert leads into sales effectively? It might be time to take a closer look at this "super boring" concept—the marketing funnel. In this video, Kasim dives deep into the natural sequence humans go through when purchasing. From awareness to interest, consideration, intent, evaluation, and purchase, understanding each stage of the funnel is crucial for success.

But it's not just about knowing the stages - it's about creating content that maintains continuity with where the viewer came from and avoiding misinterpreting the consideration phase as purchase intent. Kasim provides tips on how to do just that.

He also reveals the typical weak link businesses have in the marketing funnel so you can avoid making the same mistake. And he emphasizes the importance of building a relationship with customers after the purchase stage.


Don't miss out on mastering this "super boring" concept that can fix your entire business! Make sure to watch the full video and leave your thoughts in the comments below.


Related videos:

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 • 🔥 The Holy Grail of Marketing Funnels  

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 • 💰 Winning the Sale: The Secret Formul...  

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0:00 This Super Boring Concept Will Fix Your Entire Business If You Master It!

0:51 The framework that helps you with every marketing task you take on

2:50 Awareness

5:03 How, why, and when do people become problem-aware?

9:49 Interest

11:51 Consideration

13:53 Intent

17:31 Evaluation

18:35 Purchase

22:49 The common weak link in the funnel





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Transcripts

Kasim:

Michael Jordan said, Get the fundamentals down and the level

2

:

of everything you do will rise.

3

:

Now, that's an interesting quote

to read and, you know, spew on

4

:

a YouTube video, but what if you

were to really integrate that?

5

:

Like, what if we went back to

fundamentals on a regular basis,

6

:

or at least a semi regular basis,

and made sure to sharpen the saw?

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:

That's what I'd like to do in this video.

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:

I want to talk about the marketing funnel.

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:

And I realize that that's

such an unsexy topic.

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:

So much so that I know I'm not going

to get as many views as I should.

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:

Because the title alone isn't really

going to capture enough interest.

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:

I should think of a good clickbait title.

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:

But, I think this is one of the most

important paradigms for you to integrate.

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:

it's such a critical framework.

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:

And I love frameworks, by the way.

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:

Frameworks are just really, you know,

generally very academic, but really easy.

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:

Lenses through which to view things

that make decision making simple and

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:

the marketing funnel is is one of those

frameworks that if you Use it helps

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:

you with every single marketing task

you take on it's a phenomenal utility

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:

when, again, when it's fully integrated.

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:

So I'll stop selling you on it.

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Just, just come with me a little

bit on this journey and I'll see

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:

whether or not I convince you.

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:

The first thing that I want to make

sure that we're just aware of cognizant

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:

of acknowledge is the fact that the

marketing funnel is not an invention.

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:

nobody created this.

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It's an observation.

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It's the logical sequence through

which a human being naturally.

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Traverses on their way to

making a purchasing decision.

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:

And if you wanted to, you could zoom

out and stop calling it a marketing

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:

funnel and just call it a decision

funnel and then say it's the logical

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:

sequence to which people walk through

in order to make any decision.

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:

But because we're in marketing,

we're gonna refer to this

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as the marketing funnel.

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Now the stages of the

marketing funnel are, variable.

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:

You'll see a lot of different ones.

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the nomenclature changes.

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The funnel that I like is

Awareness, Interest, Consideration,

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Intent, Evaluation, Purchase.

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Six stages of the funnel.

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There's three primary facets.

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There's top of funnel, middle

of funnel, bottom of the funnel.

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And so because there's six stages,

each of the facets gets two stages.

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:

So at the very top of the

funnel you have awareness.

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:

And the funnel tapers.

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:

Right?

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:

So the people that are at the

top aren't all going to move.

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People at level one, let's say if

awareness is level one, aren't all going

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to move to level two, which is interest.

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:

And not everybody at level two will move

to level three, which is consideration,

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et cetera, et cetera, so on and so forth.

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:

That's why we call it a funnel because

accounts for the dilution that is kind of

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the natural atrophy of the interest that

you're going to see people experience.

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:

Now, I'm going to walk through each of

the phases and then talk about how we

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use those phases in our marketing, in

our decision making, in our planning etc.

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:

the very first...

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Phase awareness.

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This is the top of the funnel and what's

interesting is this is what people

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generally think of when they think

of content creation Like if you set a

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brand new business owner or honestly a

tenured business owner That's never done

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:

content creation If you sat somebody

down who's relatively new to content

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creation and and you started brainstorming

topics for them They'd go straight

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to the tippity top of the funnel, you

know, right like what is Google Ads?

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What is a Google Ads agency?

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How should you show like it's just

all the stuff it's the 101 let's So

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:

what's interesting about the awareness

stage specifically is this is where

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we serve customers who have yet or are

becoming problem and or solution aware.

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Now the reason that I think this is

so interesting is because the funnel

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as a visual doesn't do this justice.

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This is.

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Everybody, like if you were to

really visualize the funnel at true

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scale, it would be this massive,

you know, expanse, almost infinite

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expanse, the size of the universe.

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And then it would immediately taper

down because the difference between

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awareness and interest is is massive.

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:

And part of that is because.

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huge disparity between those

that are problem aware and

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those that are solution aware.

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And both problem aware and solution aware

exist within the awareness category.

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Now, if somebody's problem aware,

it's like, Oh, my foot hurts.

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I don't have enough money.

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I can't attract a spouse,

like I'm problem aware, right?

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Like my foot hurts, but I'm not

yet solution aware because my foot

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hurts could mean so many things.

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It could mean diabetes.

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It could also mean that I'm cold,

there's a million reasons that my

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foot can hurt and I'm not trying to be

flippant or, waste your time with humor.

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:

But, taking things to those extremes

is really necessary from a marketing

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perspective because you don't always

realize how difficult it can be for people

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to connect a problem with a solution.

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And you're working backwards, by the way.

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You're looking in the rearview mirror

and saying like, I have this perfect

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product that solves these problems.

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Why don't these people with the

problems realize that my product

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is going to work for them?

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Well, you need to connect that.

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one of the questions to ask

yourself, and if you want to

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treat this video like a workshop.

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Which you could.

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The first question is, is how, why, and

when do people first become problem aware?

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:

I'll use my real estate investing

experience as a background.

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If I'm buying houses fast

for cash, that's my offer.

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So you want to sell your house

fast for cash, I'll buy that house.

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What's really interesting about that

is when you're problem aware, generally

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speaking, the problem isn't the house.

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The problem is something else.

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The problem could be relocation,

job loss, divorce financial issues

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You could have home problems that

begin to open up some of what the,

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the, the global picture looks like.

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You know, like if you're having

financial issues and all of

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:

a sudden your roof caves in.

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Well, that's a house problem, but

the real problem isn't the house.

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The real problem is the finances.

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But now the, the solution...

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becomes potentially, Hey, sell your house.

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If you sell your house, we can

get you out of this problem.

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But because I know what problem

aware looks like as a real estate

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investor, I can begin creating

content around that specific problem.

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:

So, I'm in an area where I know that

people are relocating often, this happens

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:

a lot with members service members

which honestly gets a little predatory.

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I don't love this.

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facet of the real estate.

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Not that I'm judging, but long as

it's done well, you can actually be

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really helping people out of a tight

spot, but it's not always done well.

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But with, service members, they bought

a house or in the house and all of a

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sudden they get orders and you gotta go

we're shipping you across the country.

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And They're now problem aware.

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Gosh, I have to go, I have to move.

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And that's a big problem

for a bunch of reasons.

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:

But one of the reasons is I have

this house and, but then now

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there's a bunch of questions.

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It's like, do I sell the

house, lease the house?

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Do I try to like short

term rental et cetera.

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:

And so if I wanted to serve that

avatar, what I would start to do is

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create content around what happens.

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what, Solutions exist when

you have orders to leave.

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:

one of the, ones that was really

significant for us when we were fixing

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and flipping houses was divorce.

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And so we created a bunch of content

on properties, the sale of a property

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through the lens of a divorce.

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you're problem aware, gosh, you

know, I'm getting a divorce,

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this is horrible, this sucks.

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And then I, we can move you

to being solution aware.

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Once somebody's solutions aware,

solution aware, that's when the

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funnel actually begins its taper.

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It's not just, you know, this

massive extensive of people.

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It begins to kind of maintain

continuity with the visual.

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And the solution aware is

a lot easier to speak to.

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This is where I'd strongly

encourage you to begin.

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Managing misinformation.

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Because people that are solution

aware, they might know too much,

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and they might know a bunch of

stuff that they shouldn't know.

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You know, for instance, if you have any

Google right now today, try this for

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me, Google any medical issue, be like,

my spleen hurts when I touch a potato.

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Google's gonna come back

with AIDS and cancer.

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Like, every medical issue ever,

this is a ubiquitous truth,

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is AIDS and cancer on Google.

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So if you have whatever it is, my

hair turns, Purple in autumn when

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I watch Gilmore Girls, like, oh,

that's AIDS for sure, or cancer.

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So, that's one of those solution

aware situations where you want to

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make sure that you're like, hey,

this could mean a lot of things and

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we need to talk about, what that is.

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:

And, to put that maybe in better

perspective I can't tell you how

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:

many people come to me thinking

that, They need traffic when

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they don't actually need traffic.

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They need, better conversion or

better sales or better offers.

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So they're solution aware,

but they actually might be

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aware of the wrong solution.

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Start managing misinformation

from the very beginning.

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So again, if we're treating this as a

workshop begin asking yourself, How, when,

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and where do people become problem aware?

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And very often, problem awareness can

happen way before solution awareness,

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way before solution awareness.

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I'm lonely happens way before I'm willing

to go on a dating site, but if you're that

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dating site, you want to kind of figure

out, well, when does, when does the, the

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acknowledgement of loneliness actually...

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kick in because that's, that's a

potential catalyst and that's a

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catalyst that you can use in order

to get in front of somebody if you

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wanted to help them with that problem.

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map it out.

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When do people become problem where, and

then when did they become solution aware?

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And what does that timeline look like?

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That timeline is going to be

really, really critically important.

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Next stage of our funnel is interest.

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the awareness content in the interest

content kind of bleed into each other.

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Sometimes they're difficult to

tell apart depending on know,

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what kind of business you're in.

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what I like to say is the interest

based content is just like awareness

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content, but with more details.

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Because if you weren't interested,

you wouldn't have kept reading

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or watching or, engaging,

whatever whatever the content is.

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So awareness content top of the funnel

tends to be kind of hands like, Hey,

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you know, we've got information here.

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If you want it.

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And then interest content is, oh,

they're starting to actually engage,

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they're starting to dive deep, they

want to know more, they want to get

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into the details, they want the triple

PhD dissertation they're interested.

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I am interested.

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Now what they're interested in needs

to maintain continuity with where they

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came from an awareness perspective.

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This is where your funnel

gets very three dimensional.

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Because if I started

talking to you about...

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Property from a divorce lens.

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Well, that's awareness.

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But then when I move you to interest,

I can't just move you into Oh, you're

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interested in selling your property.

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Great No, I need to move you

into interest, but again,

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maintaining that lens.

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It's like, know, in the event of divorce,

we need to see if you have a trust in

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place, that makes things a lot easier.

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If you can do a quick claim deed,

was this in one person's name

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before, et cetera, et cetera.

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so realize that maintaining

continuity is important.

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But you don't have to do it

all right out of the gate.

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Instead, just pay attention

to your analytics.

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And top of the funnel analytics

is still really easy to get

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a hold of because you're not

trying to track individual users.

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So what you can do is you can start to

say like, Gosh, my awareness content

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crushes here, this level of analysis.

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a mechanic.

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I've got all of these services.

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but people are really diving deep on the

oil change stuff for whatever reason.

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I'm gonna maintain that continuity as I

create the interest based interest is like

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awareness content, but with more details.

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And that's why those two live inside

of the top of the funnel together.

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Now, once somebody has moved

to the middle of the funnel,

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they've moved into consideration.

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This means that it's no longer a problem.

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It's now their problem

and they want to solve it.

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So like, I have a problem

that I'm actually.

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Potentially interested in solving.

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I'm considering solving this problem.

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I might not be considering solving

the problem with you, but I'm

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considering solving the problem.

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And this is one dangerous

phases of the funnel.

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It actually might be one of the

most dangerous phases of the funnel.

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If you're heavy, heavy, heavy into sales,

because Salespeople look at consideration

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and they see somebody at the extreme

bottom of the funnel is ready to buy.

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A salesperson misinterprets

consideration to an extreme.

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And you'll actually see

this a lot in dating.

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You'll see there are people, men and

women, who are excellent salespeople.

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They're good closers, let's say.

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And good closers will take...

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Even the slightest sign of potential,

maybe this is an option for me

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and they'll go for the jugular.

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And then depending on who they're

working with, potentially scare them off.

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be cautious with the consideration phase.

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They're not ready to buy.

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They're considering all their options.

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As a matter of fact, this is

a really good opportunity for

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you to build content around.

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You versus, and you'll see SaaS

products do this really, really

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well, but anybody could do this.

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you versus other competitors,

you versus alternatives.

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Show them, help them

with their consideration.

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This is where, details, product

information, charts, offerings.

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This is, where you start to really

break down what's included, what's

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involved, how long it takes.

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This is the nitty gritty.

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And.

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Well, I'll get to why this stage

is so important in a moment that I

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don't want to shy him along myself,

but that's the consideration phase.

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And then the second half of the

middle of the funnel is intent.

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Intent means, you know

what, I've considered it I'm

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gonna solve this problem.

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Like I am definitely going to make a

purchase with somebody at some point.

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That doesn't mean with you

and that doesn't mean now.

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Right?

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With somebody at some point.

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And the intent phase is

a pretty short phase.

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That's when they start to build their

short list, schedule appointments,

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they move into evaluation.

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So, one of the things that's really

important to understand, because now

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that we're at the bottom of the funnel,

I want to talk to you just a little bit

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about we went through the top of the

funnel which is awareness and interest.

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We went through the middle of the

funnel, which is consideration and

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intent, and realized for a moment the

funnel exists with or without you.

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If you don't create this

content, that's fine.

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Maybe you don't want to.

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Maybe you shouldn't.

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Maybe you're in an industry

where you don't have to.

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So many industries are

like that, by the way.

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The automobile industry is one of them.

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The automobile industry does not

need to create top and middle.

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Content.

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Some of them do, but people are

going to buy a car no matter what.

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But that's the issue, is if you don't

create the content, somebody else will.

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And that's somebody else's

narrative that they're imbibing

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and being indoctrinated with.

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So the funnel again is, , it's

not something anybody

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invented, it's an observation.

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These are the steps that people naturally

walk through in order to make a decision.

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And if you don't want to

participate in those steps, fine.

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But then you're at the mercy...

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Even if you can get in front of them, even

if you can intercept them in very, very,

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very often, you can, by the way, you're

at the mercy of everything they've learned

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at the top of the middle of the funnel.

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And it's really, really, really

hard to unlearn folks, right?

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Like once somebody has kind of committed,

especially once they're in the evaluation

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states, they kind of know what they

want or think they know what they want.

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And you're going to have a hard

time backing them off unless you

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have the content that allows.

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That gives you that opportunity.

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that's even true if they were

never exposed to your content.

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If you capture somebody, they're

at the bottom of the funnel.

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they've come to you with a bunch of,

misnomers, misunderstandings just,

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just they're on the wrong page.

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If you have the top and middle of the

funnel content that they should have

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been exposed to ready and accessible,

that's a way better approach than you

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just trying to talk them out of it.

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:

if I tell somebody, Hey, it can take up

to six months for your Google ad campaign

312

:

to fill in, 50 percent of all Google ads

campaign, it can take up to six months

313

:

for your Google campaign to prove concept

and up to 50 percent of all Google ads

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campaigns fill in the first 90 days.

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Me just saying that.

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:

That sounds a little, you know, like,

all right, man, you're trying to burst

317

:

my bubble and you're being cautious, but

if I send you the articles or the videos

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:

that I have on that topic and kind of

show you that, hey, we've built a lexicon

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:

of knowledge around this narrative my

ability to buttress my argument against

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other people's arguments improves.

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It's not guaranteed, but it improves.

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So the top and middle of the funnel

are going to exist with or without you.

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:

But we'll get into the

bottom of the funnel.

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:

This is, and this is where

most businesses go, by the way.

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:

this is at least where they start.

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:

They just go sell some stuff.

327

:

and this is also, by the way,

marketing bridges the gap to sales.

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:

So the bottom of the funnel,

depending on, you know, if you're

329

:

e com, it's still mostly marketing.

330

:

It's, there's a little sales involved,

but it's still mostly marketing.

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:

But, you know, if you're, lead gen,

info products high ticket, whatever

332

:

this is maybe mostly sales, right?

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:

And then depending on where

you are, you get to decide your

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:

distribution between the two.

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:

It could be 80 20 one way or the other.

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:

For evaluation.

337

:

Especially if you're high ticket,

this is where they're probably

338

:

going to want to talk to somebody.

339

:

At an absolute minimum, chat in, drop

a ticket, but more likely schedule

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:

an appointment, hop on the phone.

341

:

And you need to know that.

342

:

You need to know, oh, the evaluation

phase, they're expecting X.

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:

Now, you can reinvent

the wheel, by the way.

344

:

We saw Elon Musk do that with cars.

345

:

People bought Teslas online, without

ever talking to a human being.

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:

And if you told me he was

going to do that, I'd be like,

347

:

there's no way that works.

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:

Bam!

349

:

Look how stupid I am.

350

:

So, you're allowed to

break the rules, but...

351

:

Yeah, I tell my children this.

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:

You can break any rule you

want, as long as you're willing

353

:

to face the consequences.

354

:

It's good advice for me, too.

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:

You're allowed to break the rules,

but be really careful, especially

356

:

when you're spending a bunch of money

driving people to an evaluation phase.

357

:

This is generally where they

want to talk to somebody.

358

:

From an e com perspective, or, SaaS

even, or, online buy, this is where they

359

:

start watching demo videos, actually

utilizing the product, downloading things.

360

:

This is where they're getting

very active and interactive.

361

:

This is where they want to use

it, see it, feel it, touch it.

362

:

Their own, how am I going to

play and interact with this?

363

:

And then of course, at the extreme

bottom of the funnel is purchase.

364

:

they bought, you won, congrats.

365

:

End zone dance.

366

:

Here's the thing.

367

:

Don't abandon them here.

368

:

Don't leave them here.

369

:

So many businesses do this.

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:

It's more businesses than

not, to be honest with you.

371

:

And I think it's because our, day to day

purchase experiences have taught us that.

372

:

Oh, you checked out, you

know, you go to target, right?

373

:

And I'm at target and I need to

get iced coffee and toothpaste.

374

:

And I grab my iced coffee

and I grab my toothpaste.

375

:

And then I, go to the checkout

counter and then I leave target.

376

:

And once I've checked out,

Target's Obligation to me is over.

377

:

They'd take away the air

conditioning if they could.

378

:

Right?

379

:

Like, when you walk in, it's

like, Oh, how can we help you?

380

:

And they're usually pretty good about

helping you find things, and you've

381

:

got all these signs and directions and

aisles, and they're at your service.

382

:

Check out.

383

:

Thank you.

384

:

Have a nice day.

385

:

And have a nice day means GTFO.

386

:

Bro, you are wasting my time now.

387

:

And that's true for, you know, stores

and restaurants and no matter how

388

:

friendly somebody is, like, you know

that your purchase experience is

389

:

over and they want you to move on.

390

:

And we've done that with And I think

that that's a flawed model because

391

:

generally speaking, we're not target,

I think if we were to continue and

392

:

I think the target has some ability,

there is some improvement opportunity.

393

:

Let's say that they're

not taking advantage of.

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:

And so many retailers are seeing this,

but then every now and again, there's

395

:

a retailer that really does follow

you home and make you feel like,

396

:

Oh man, Ikea does this really well.

397

:

I feel like I know Ikea

has their problems, but.

398

:

Yeah.

399

:

When I buy something from Ikea

and I bring it home to put it

400

:

together the support available to

me after the fact is pretty good.

401

:

it's not nothing, especially

given what they charge.

402

:

So after somebody buys, justify the

purchase, make them feel warm and fuzzy,

403

:

love on them, over deliver if you can.

404

:

I like to say give first,

give last, give more.

405

:

Give them more than they expected.

406

:

This is really easy to do with

info products, by the way.

407

:

I mean, sometimes it's as simple

as like an ebook or a mini course.

408

:

Just be like, Hey, you know,

here's my bestselling book.

409

:

You can see it on Amazon.

410

:

I wanted to give this to you.

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:

I really appreciate you

doing business with me.

412

:

And I don't know.

413

:

I just thought maybe this would be

helpful, whatever it ends up being.

414

:

Use the purchase as an opportunity

to build the relationship.

415

:

This is especially true if

you're in any service industry.

416

:

You should shock and awe them.

417

:

Overwhelm them with value.

418

:

This doesn't mean that they need

to get a gift basket, by the way.

419

:

This just means that they need to

feel like, Oh, they're for real.

420

:

You know, when somebody signs on at

Solutions Aid, I hope you don't mind me.

421

:

Pat myself on the back.

422

:

Our onboarding process is insane.

423

:

It's probably the thing I'm, one

of the things I'm most proud of

424

:

at our agency, especially from

an infrastructure perspective.

425

:

You sign on with Solutions 8 and you

go through this onboarding process

426

:

and it is rock solid step by step,

click by click, point by point.

427

:

And there's a dedicated onboarding

manager there to help you.

428

:

And it's, polished and seamless and easy.

429

:

Especially given how difficult

a process it is naturally.

430

:

That's shocking.

431

:

All right there.

432

:

That's a massive, you know, we actually

invested in the onboarding and so many

433

:

agencies are like, Oh, we got their money.

434

:

Awesome.

435

:

But that's why the average age of agency

retention is four months to my 14.

436

:

Right.

437

:

So, so don't stop marketing after sales.

438

:

And I think you already

know what that means.

439

:

A couple of observations that

I've made is, all businesses.

440

:

Start at the bottom of the funnel,

you know, you start a new business

441

:

tomorrow You're gonna have to build

bottom of the funnel content Naturally,

442

:

if you start at the top of the funnel,

by the way, you're procrastinating.

443

:

It's not even a business

You're just a blogger.

444

:

So all businesses start at the top

of the funnel or at the bottom of the

445

:

funnel When they've mastered the bottom

of the funnel, they move to the top.

446

:

They're like, all right, cool, we've

got everything we need at the bottom of

447

:

the funnel, which isn't hard, depending

on what it is that you're selling.

448

:

I've described it.

449

:

We did it.

450

:

We're ready to go.

451

:

We're ready to sell.

452

:

I've got the contracts, the

agreements, the case studies,

453

:

and as much as they exist.

454

:

Then they move to the top.

455

:

So businesses lock down

the bottom of the funnel.

456

:

They start to get the top of the funnel.

457

:

And some businesses do

that really, really well.

458

:

The weak link for everybody

is the messy middle.

459

:

It's the consideration intent phase.

460

:

Which again is really dangerous

because a lot of people misinterpret

461

:

consideration for purchase intent.

462

:

And it's not yet.

463

:

It's not.

464

:

So, what you need to do is connect

the problem with their problem.

465

:

There's Scott Benham.

466

:

He's a fractional COO.

467

:

Really, really brilliant guy.

468

:

I got to work with him a couple of times.

469

:

He taught me...

470

:

The, how to overcome the three

biggest objections in sales.

471

:

The first objection is, does this work?

472

:

Second objection is, does

it work for people like me?

473

:

Third objection is, does this work for me?

474

:

That's kind of the funnel.

475

:

Kind of.

476

:

So, so help them connect those dots.

477

:

And one of the best ways to do

this, by the way, is case studies.

478

:

Case studies, testimonials, user stories,

implementation reports, product reviews.

479

:

Show them the stuff.

480

:

This is how it works.

481

:

Demos.

482

:

Show them in action.

483

:

and the more specific you can get to them.

484

:

I'm a dentist, I'm watching

your generic Google ad.

485

:

Tutorial.

486

:

All right, cool.

487

:

but if it's for dentists, right instantly,

it's like, okay And then if we hear line

488

:

of demarcation, by the way, they start

taking notes I love anytime I'm talking

489

:

doing a workshop a class whatever And you

can always see you're watching the crowd

490

:

and then all of a sudden you see this and

then everybody or if you know Now they've

491

:

got their laptops up some old Everybody's

head drops and they start typing.

492

:

That's why I just always

try to make a mental note.

493

:

I'm like, okay spend more time

there That's what they wanted

494

:

to hear they're not writing it

down, it's not interesting enough.

495

:

Be really careful about losing

the funnel to somebody else.

496

:

Be really careful about only poaching

other people's bottom of the funnel

497

:

because even if you get that customer,

they've been taught by someone else.

498

:

They have bad habits, misunderstandings.

499

:

And be really careful about gated content.

500

:

I hate gated content.

501

:

I tell Google, anytime Google now gives me

content that makes me subscribe, I don't

502

:

want to hear from these people anymore.

503

:

Everything you've got, pricing,

specs, terms, requirements,

504

:

integrations, put it out up front.

505

:

My pricing is public.

506

:

I'm one of the only

agencies that does this.

507

:

I cannot tell you how much this serves me.

508

:

We don't negotiate.

509

:

We don't have to.

510

:

and people know.

511

:

right on it may be either it's like, oh

gosh, that's expensive or manic, you know

512

:

That's actually really accessible given

how good they are put all your info right

513

:

out front put your skunks on the table

as they say and Build out your funnel

514

:

build out your funnel serve the funnel

and then as you were walking through

515

:

any Marketing endeavor running ads.

516

:

You're building creative.

517

:

You're whatever it is.

518

:

You're rebuilding the website every

New step every phase every asset.

519

:

The question is as well Where

are they in the funnel?

520

:

And sometimes you'll have assets

that serve every stage of the funnel.

521

:

That's awesome.

522

:

Good for you I feel like the pricing

page is a lot like that actually but

523

:

ask yourself that question because it

changes the paradigm it changes how

524

:

you speak to your customer changes

the words that you use How much jargon

525

:

you're relating how long something is?

526

:

Where it links to where it goes the

offer that you're making This is going

527

:

back to my Michael Jordan quote get

the funnel miners down and the level of

528

:

everything you do will rise This is one

of those fundamentals that you're like,

529

:

gosh, why did he just spend 30 minutes

talking to me about something that I've

530

:

known about for my entire marketing life?

531

:

Well, you know, you've known about it,

but were you doing it, were you actively

532

:

working on trying to integrate the

funnel into your business and making

533

:

sure that you're speaking to people

at every single stage in the funnel?

534

:

Probably not.

535

:

Probably not.

536

:

Right?

537

:

Me neither.

538

:

Egg on my face.

539

:

Like I don't, I don't

do this nearly enough.

540

:

It's actually, if you really look at our

most recent videos, we're moving to the

541

:

middle of the funnel in a lot of ways.

542

:

Mostly because we're running out

of Google Ads stuff to talk about.

543

:

Anyway, I hope this was helpful.

544

:

I'd love to hear your

thoughts in the comments.

545

:

I shoot a video every day.

546

:

I'll see you tomorrow.

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