Specificity In Marketing GONE WRONG!

Engineering Your Funnel, Optimizing Your Funnel

Specifics sell. Vague generalities do not.This is an accepted and well-established marketing principle. And for good reason.Specificity, used correctly, makes your marketing message more believable.Yet, when applied incorrectly, specificity can actually damage the...

The Infomercial Secret Of The “Unique Mechanism”

Engineering Your Funnel

Quick Navigation So What Is The "Unique Mechanism"?How The "Unique Mechanism" Works...5 Real-World Examples Of "Unique Mechanisms"3 Types Of "Unique Mechanism" You Can Use... In saturated and competitive markets, detailing your product's "Unique Mechanism" is...

The Hierarchy Of Value For Info-Products

Engineering Your Funnel

My view of how to effectively present and package info-products and content has changed radically over the last year… Because, how you package and present your “information” and content determines how valuable prospects perceive it to be, what...

Why you need GOOD front-end Pizza

Engineering Your Funnel

Guest author, David Perrera, is MFA Director of Sales. For the majority of my life I have called the state of New Jersey my home. New Jersey is known for its mobsters, high taxes, and really really good pizza. It’s also home to the greatest football team ever created,...

How a big idea persuades a jury, and you can persuade your prospect

Engineering Your Funnel

I know this isn’t you, right? But the biggest problem most marketers face is they just don’t invest the time to flesh out a clear, compelling big idea. They throw together a lousy idea, then think the way to improve it is to load it up with hype-y copy or false...

How to offer a $1500 course on your front end

Engineering Your Funnel

Yes, it’s easier to market a $7 tripwire than a $1,500 course. But we’re not going to do things just because it’s easier. When you have a great story and a great product, you can start your funnel with a $1,500 product.  Go ahead and put it on the front end. I know...