You already know having an irresistible offer will make or break your ability to drive sales through your marketing funnel…
However, an incredible offer is only half the battle.
Because if prospects don’t engage with your marketing content, they’ll NEVER see your offer – doesn’t matter how over the top it is…
You’ll burn ad spend, bore prospects, and of course… make no money.
That’s why lacking a big overarching promise of the payoff prospects are going to get by going through your marketing funnel is a common issue destroying conversions for many novice marketers.
Most novice marketers don’t understand that there’s a difference between the benefits and “the promise” of a marketing funnel.
Benefits are what the features of your product/service actually DO for the prospect…
What they’ll change for the prospect… How they’ll enhance life for the prospect, etc.
But a big promise is really a big “claim” that you’re making for what’s about to happen for your prospects as they go through your marketing funnel.
Think of it as the big outcome, or the big payoff for engaging with your marketing funnel content.
So, when it comes to the engineering of your marketing funnel, you need to start by asking yourself…
“What’s the biggest promise I can make to prospects just for consuming the content inside my funnel?”
What’s the biggest outcome prospects will reap simply by engaging with your marketing content?
The best (and easiest) way to craft this big promise for your marketing funnel is to ask yourself
“What is the most powerful desire my prospects have as it relates to the solution they’re looking for?”
And of course, you’ll have a big overarching promise of what your product/service does for prospects, and how all of the different features of the product deliver that…
BUT your content needs to have it’s own big marketing promise in order to persuade prospects to engage with your marketing!
There’s another great way to look at this:
If you could wave a magic wand, granting your prospects any wish as it relates to the solution that they’re looking for…
What would the ideal outcome be?
You want your big promise to be as close to that fulfillment of their wish as possible.
Does your marketing funnel begin with a big audacious promise for the value prospects will receive simply by engaging with your content?
When you have that big promise, your prospect engagement soars, bringing your conversions along for the ride.