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17-MFA Conversion Killers Training Slides

The document outlines 22 conversion killers that can negatively impact sales in marketing funnels. Key issues include a lack of focus on the prospect's main problem, insufficient messaging sophistication, and the importance of emotional engagement and storytelling. It emphasizes the need for precise communication, compelling offers, and effective follow-up strategies to enhance conversion rates.

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Rodney Ephraïm NG
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39 views26 pages

17-MFA Conversion Killers Training Slides

The document outlines 22 conversion killers that can negatively impact sales in marketing funnels. Key issues include a lack of focus on the prospect's main problem, insufficient messaging sophistication, and the importance of emotional engagement and storytelling. It emphasizes the need for precise communication, compelling offers, and effective follow-up strategies to enhance conversion rates.

Uploaded by

Rodney Ephraïm NG
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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www.imarketing.

courses
www.imarketing.courses

MARKETING FUNNEL
CONVERSION KILLERS
What You Don’t Know May Be Killing Your Sales
Conversions
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #1 -
Lack Of Focus On The Big Problem
● No matter what you are selling, you are offering a solution to a
problem
● Address and acknowledged, urgent problem. Do NOT try to generate
acknowledgement of a new problem.
● What is the BIG PROBLEM your prospect wants to solve?
● What are the prospects core desires as it relates to the problem?
● Demonstrate the functional ramifications of the problem unsolved.
● Crystalize the problem into a need for the prospect.
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #2 -
Immature Message Sophistication
● What promises, benefits, unique mechanism, and offers has your
market seen and become accustomed to?
● Most markets are at the third stage of sophistication
● Exaggerated claims are below the sophistication of most markets
today
● A Unique Mechanism is required to power your promise
● Leverage Identification to really power your marketing funnel message
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #3 -
Imprecise Prospect Perspective
● Tone that contradicts feelings and attitude of prospects toward current
circumstance
● You must understand their Dominant Resident Emotion - what is the
main emotion the prospect is experiencing?
● Your copy must be aligned with the current emotional state of your
prospect as it relates to the theme of your message
● Your marketing funnel should lead prospects from the starting
emotional state to the emotional state necessary for response
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #4 -
Marketing Idea Insufficiency
● Simply screaming a big promise or benefits shoots up the internal
sales barrier
● A lack of a powerful marketing idea (Big Idea) often leads to “mental
opt-out”
● The idea behind your marketing funnel must be new, fresh, different,
unique, and compelling
● Your idea must be easily and instantly grasped
● Tip: Use metaphor, analogy
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #5 -
Disconnected Lead Magnet
● Should NOT be designed just to generate the highest opt-in rate
without qualification of visitors
● Opt-in Rate is insignificant without Return On Investment (ROI)
● Your Lead Magnet is the entrance and first piece of content in the
marketing funnel
● Lead Magnet serves to qualify visitors and frame the content to come
in the marketing funnel
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #6 -
Generating Disagreement Early
● All marketing funnel messaging begins with an understanding of the
prospects relevant beliefs, opinions, attitudes, prejudices, and
conceptions
● Start with the prospects beliefs as a base and build up from there
● Demonstrate to prospects you understand their position, problem, and
needs upfront and early
● Generate an initial “String of Yes’s”
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #7 -
No Story, Just Pure Benefits
● Stories are the most powerful form of marketing because they slip
under the “sales radar”
● People have been trained from childhood to pay attention to stories
● Stories allow for the conveyance of emotion and feeling
● Your story should demonstrate the transformation your prospects are
eager to experience
● Tip: Start the protagonist off in a worse position than your prospect
● Tip: Inconsequential detail creates believability
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #8 -
Omitted Marketing Promise
● Benefits vs. Promise
● What is the BIG PROMISE to prospects for consuming the content in
your marketing funnel?
● Ask: What is the most powerful desire that can be possibly applied to
your content? To your product?
● If you could wave a magic wand and give your prospects anything,
what would they want (as it relates to a solution to their big problem)?
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #9 -
Scarce Emotional Elicitation
● Remember, people buy out of emotion and for deeper emotional
reasons (not logical benefits)
● Agitating the problem involves stirring prospect emotional turmoil
associated with not eliminating it
● Demonstrate, with Future Pacing, the functional and emotional
ramifications of the big problem
● Emotional-charged word selection
● Generate positive emotions associate with impact of solution via story
and also with Future Pacing
www.imarketing.courses
www.imarketing.courses
CONVERSION KILLER #10 -
Insufficient Funnel Segmentation
● Prospects that have different perspectives need to be communicated
with different messaging
● Segment as early in the marketing funnel as possible
● Data collection throughout the marketing funnel should trigger
additional segmentation
● The tighter you can match your message to the market segment the
more your marketing will resonate with prospects (and the better your
conversions will be).
● This the essence of Multiple Engagement Paths and Sequences
(MEPS)
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #11 -


Incomplete, Unproven Marketing Case
● At the foundation of your marketing funnel you must present a solid
chain of logic
● Understand the BELIEFS prospects must possess and come to
accept in order to buy
● Not establishing ALL beliefs will leave a gap in your “marketing case”
and hurt conversions
● Think of yourself like a Prosecutor presenting a case to a jury
● “Fitting new facts into established patterns of thought and conviction”
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #12 -


Lack Of Substantial Proof Points
● Proof is what transforms advertising claims into believable “facts” and
an accepted premise
● Every single statement of benefit, promise, and claim must be tied to
one or more proof points
● Bulk and variety of proof points are essential
● Testimonials are proof points and should be used and placed
strategically to function as such
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #13 -


Inclusion Of ‘Google Slap Triggers’
● ‘Google Slap Trigger’: Any generic description of your product’s
delivery mechanism that allows for searching on Google (or
elsewhere) for more information
● Present your solution as a proprietary system, methodology, process
or framework
● “Sell” prospects on how your unique process provides the results and
outcome, NOT the generic elements
● Prospects should only be able to get the payoff from your unique
process
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #14 -


Non-Dimensionalized Benefits
● Functional Benefits: What the feature DOES for the prospect.
● Dimensionalized Benefits: A vivid description of what the benefit looks
like in your prospect’s life.
● Walk the prospect through the experience of what his life will be like
once he uses the product
● Your product should be viewed as the fulfillment of your prospect’s
dominant desire
● Demonstrate (don’t tell) the transformation of situation for the
prospect, including the ownership experience
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #14 -


Dimensionalized Benefit Example
● Product: The Amazing Miraculous Fat Burner
● Feature: Zagnut Rainforest Bark
● Functional Benefit: Prevents the absorption of fat in your small
intestines
● Dimensionalized Benefit: You can enjoy eating pizza, fried chicken,
french fries, donuts and more… all guilt free… knowing that the fat is
getting flushed out of your body without one calorie being absorbed
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #15 -


Non-Emotionalized Benefits
● Emotional Benefit: How the benefit makes the prospect FEEL.
● Emotions and feelings are the drivers of decisions
● You must get to the Benefit of the Benefit!
● Your marketing funnel message must transfer emotion to the prospect
and must lead prospects from their starting emotional state to the
emotional state associated with the problem resolution
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #15 -


Emotionalized Benefit Example
● Feature: Zagnut Rainforest Bark
● Functional Benefit: Prevents the absorption of fat in your small
intestines
● Dimensionalized Benefit: You can enjoy eating pizza, fried chicken,
french fries, donuts and more while all of the fat and calories gets
flushed out of your body.
● Emotionalized Benefit: You’ll never feel guilty again while enjoying
your favorite “fatty foods” knowing with confidence your body isn’t
absorbing any of those bad calories.
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #16 -


Mistaken Prospect Languaging
● Incorrect verbiage or jargon will kill your credibility
● Your language must not only convey understanding & empathy, it
must demonstrate your “insider” knowledge of the market
● Tip: Strive to use words, phrases, terms, etc., that the market
recognizes as their own
● Tip: Use off-hand references to people, places, and things familiar to
market insiders
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #17 -


Inadequate, Non-Competitive Offer
● Remember: List, Offer, Copy
● The real product is the offer. The offer is really what the product
presentation portion of your funnel is selling.
● The offer should be SUPERIOR to competitors
● The offer should give the prospect perception of super-high perceived
value far exceeding price
● Sweeten the offer as much as possible!
● Use the boldest risk-reversal / guarantee possible
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #18 -


Uncoordinated, Low Value Premiums
● Premiums should be created for offer, not thrown together as an
afterthought
● Premiums should be items your prospect would happily pay for
● Premiums should compliment the main product
● Prospects should be able to immediately recognize the value of the
premium
● Premiums should be unique and proprietary
● “What premiums would perfectly compliment my main product and
add enormous value to the offer?”
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #19 -


No Reason To Respond Now
● “Delay is the death of the sale.”
● The Myth Of The “Be Back Bus.”
● Think of a flame ignited by your offer… with time decreasing intensity
● Evergreen reason to respond now comes from Big Promise and
reminder of problem
● The offer should have a real, believable Urgency Trigger
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #20 -


Disjointed Follow-Up Sequencing
● Your marketing funnel follow-up sequence should pick up where prior
step left off
● All marketing funnel follow-up should be sequenced
● Email follow-up messages should be “chained”
● Nested Open Loops are secret to follow up engagement
● Ideal email sequence should be story-based with protagonist
experience resonating with prospect
● Recommended Resource: Autoresponder Magic (Andre Chaperon)
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #21 -


Lacking Non-Responder Follow-Up
● Non-responders should not be communicated with the same as
engaged responders
● Lack of marketing funnel engagement should trigger separate
sequence and messaging
● Remember: Multiple Engagement Paths and Sequences (MEPS)
● Technology now provides the opportunity to have dynamic funnels
based on prospect behavior
www.imarketing.courses
www.imarketing.courses

CONVERSION KILLER #22 -


Mixed Messaging With Broadcasts
● Identical prospect experience and messaging is what makes a
marketing funnel perform reliably & consistently
● Varied content and message exposure adds inconsistent variables
● Prospects in your marketing funnel should be segmented out of your
main house list
● Prospects in your marketing funnel should not receive any other
promotions outside of the marketing funnel
● Upon completion of the funnel they should return to the house list.
www.imarketing.courses
www.imarketing.courses

“NEVER UNDERESTIMATE THE TASK


AT HAND WHEN IT COMES TO
MARKETING ONLINE!”

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