"Does Your Funnel Pass The
three-Finger Engagement Test?"

You only have seconds...

The opening of your funnel (i.e. the lead) -- the first 350 - 800 words -- can make or break your marketing campaign.

What you say... or don't say... determines whether your prospects stick around long enough for you to make a sale... or whether they bail.

"When it comes to writing breakthrough copy, the lead is, by far, the most important part," says legendary ad man, Mark Ford.

While there are many different lead types you can use to open your marketing funnel, there's one principle you should almost always strive to adhere to:

Does your funnel pass the Three-Finger Engagement Test?

It's simple...

Take your sales letter, or the script for your video sales letter or webinar...

...and hold-up your hand, with three fingers horizontally across the page.

Within that space, your marketing message needs to communicate two things:

It should re-state the primary promise (or chief benefit) at least once... and it should tease that there's a unique mechanism behind how your product or service delivers that result.

Remember: What your prospects care about most is what your product or service will do for them and how it works to do it.

And, today, they care about... and want to know... BOTH.

Hearing that they can experience a big, bold desirable benefit... and that you're going to tell them about a unique and different way to experience it... is what keeps prospects glued to your message to hear more.

Communicating both, within three fingers from the opening of your marketing message, ensures your marketing has an engaging lead. 

And that's critical if you want to keep your prospects around long enough so they can consume the rest of your marketing message... and buy.