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Funnel Messaging - Thread #1 - Basics.
Messaging hierarchy that converts + common pitfalls across your funnel.
Let's bust some misleading cliches.
- outbound content, advertising.
- inbound assets (homepage, LPs, funnel)
- automated email funnel
- retaining assets
Messaging hierarchy that converts + common pitfalls across your funnel.
Let's bust some misleading cliches.
- outbound content, advertising.
- inbound assets (homepage, LPs, funnel)
- automated email funnel
- retaining assets
This first thread will focus on general hierarchy of the 3 "w" questions. In future threads (next few days), we'll dive into each stage and each asset and break down messaging in each one.
First rule of thumb:
The effective order of storytelling is: why-how-what. NOT what-how-why, like most marketing courses or white collar marketing execs from big co's will tell you.
The effective order of storytelling is: why-how-what. NOT what-how-why, like most marketing courses or white collar marketing execs from big co's will tell you.
How come:
The internet has evolved to a point where there's 0% chance you can impress with the newness of your product. Your way of telling your story should start from your mission (why), followed by the unique value prop (how), ending with your product (what).
The internet has evolved to a point where there's 0% chance you can impress with the newness of your product. Your way of telling your story should start from your mission (why), followed by the unique value prop (how), ending with your product (what).
How come #2:
Like any encounter in life with anything new, and unlike what we'd like to think about ourselves, we react first with emotion and only after with logic.
WHY = emotion (i want to love this).
HOW = logic (i want to believe in this)
WHAT = trust (i want to buy this)
Like any encounter in life with anything new, and unlike what we'd like to think about ourselves, we react first with emotion and only after with logic.
WHY = emotion (i want to love this).
HOW = logic (i want to believe in this)
WHAT = trust (i want to buy this)
Stage 1 - Awareness.
This is your high hanging fruit, audiences who haven't really heard of you before. You reach them with content, social media, advertising.
90% of what you want to be talking to them about is your WHY. What's your mission, your purpose, why are you doing this.
This is your high hanging fruit, audiences who haven't really heard of you before. You reach them with content, social media, advertising.
90% of what you want to be talking to them about is your WHY. What's your mission, your purpose, why are you doing this.
Stage 1 - Awareness (cont'd)
A majority of this audience will never convert. So you want them to remember the WHY to be able to tell others.
5% should be about the HOW (we'll dive into this further in this thread), and 5% should be the actual product.
A majority of this audience will never convert. So you want them to remember the WHY to be able to tell others.
5% should be about the HOW (we'll dive into this further in this thread), and 5% should be the actual product.
Stage 1 - Awareness (cont'd II)
You HAVE to keep it on the "why". Imagine walking around the mall and suddenly being offered an exciting discount to a product you know nothing about, or get a detailed explanation about how many blades this razor has without you being interested.
You HAVE to keep it on the "why". Imagine walking around the mall and suddenly being offered an exciting discount to a product you know nothing about, or get a detailed explanation about how many blades this razor has without you being interested.
Stage 2 - Consideration
You've managed to get some people interested just enough to roam around your assets and see what you're about. They're now at the point where they're done with emotion and they want a little bit of logic.
You've managed to get some people interested just enough to roam around your assets and see what you're about. They're now at the point where they're done with emotion and they want a little bit of logic.
Stage 2 - Consideration (cont'd)
But logic DOESN'T mean your product yet. Remember - the details of your actual product features are the most boring part of your story. Logic, and the HOW, is about "i love this mission but how will this manifest in an actual user experience".
But logic DOESN'T mean your product yet. Remember - the details of your actual product features are the most boring part of your story. Logic, and the HOW, is about "i love this mission but how will this manifest in an actual user experience".
Stage 2 - Consideration (cont'd)
Examples:
why: "Your creativity should be celebrated at any moment"
how: "So we've created a way for you to write down great ideas whenever they come"
what: "meet shower-board. the in-shower whiteboard".
Examples:
why: "Your creativity should be celebrated at any moment"
how: "So we've created a way for you to write down great ideas whenever they come"
what: "meet shower-board. the in-shower whiteboard".
Stage 2 - Consideration (cont'd)
Joking aside, and re the 60% why / 30% how / 10% what split here : the goal here is for you to convince the now slightly-warmer audience that the best way to achieve the mission they've connected to, is this HOW, on an almost philosophical level.
Joking aside, and re the 60% why / 30% how / 10% what split here : the goal here is for you to convince the now slightly-warmer audience that the best way to achieve the mission they've connected to, is this HOW, on an almost philosophical level.
Stage 2 - Consideration (cont'd)
From a formula perspective, there are a few template "how"s:
Accessibility
Ease of use
Premium
Pricing
From a formula perspective, there are a few template "how"s:
Accessibility
Ease of use
Premium
Pricing
Stage 2 - Consideration (cont'd)
You're still 60% WHY, because they've warmed up but still need the mission to be hammered in more. But 30% will talk about the HOW. And, as always, a little bit about the actual product.
You're still 60% WHY, because they've warmed up but still need the mission to be hammered in more. But 30% will talk about the HOW. And, as always, a little bit about the actual product.
Stage 3 - Conversion
This is the point where they've already fallen in love with the mission, got educated about how this mission is going to be achieved by your brand, and now they're at their most rational position - the purchase decision. This is 80% rational, based on trust.
This is the point where they've already fallen in love with the mission, got educated about how this mission is going to be achieved by your brand, and now they're at their most rational position - the purchase decision. This is 80% rational, based on trust.
Stage 3 - Conversion (cont'd)
The formula here contains:
Clear offering (product, pricing, details)
Objection busting (testimonials, reviews, logos)
Urgency levers (discount, presale, etc)
The formula here contains:
Clear offering (product, pricing, details)
Objection busting (testimonials, reviews, logos)
Urgency levers (discount, presale, etc)
Stage 3 - Conversion (cont'd)
At this point, the WHY and HOW components need to blend in and manifest themselves mostly in look and feel, micro copy, design, rather than actual storytelling - because the focus now must be concrete. This is your point to push someone to buy.
At this point, the WHY and HOW components need to blend in and manifest themselves mostly in look and feel, micro copy, design, rather than actual storytelling - because the focus now must be concrete. This is your point to push someone to buy.
Stage 3 - Conversion (cont'd) - common mistake!
Your user, at this point, WANTS to buy. Anything you do - either pushes them towards that, or pushes them away. Don't get tempted to pound the mission again or the "how", because it'll take them back a few steps, mentally.
Your user, at this point, WANTS to buy. Anything you do - either pushes them towards that, or pushes them away. Don't get tempted to pound the mission again or the "how", because it'll take them back a few steps, mentally.
Next thread will be a deep dive into Awareness - specifically, messaging hierarchy in outbound content and advertising. Let me know if there's anything specific you'd like me to discuss 
or DM with any questions!
or DM with any questions!
