A decade ago, a mentor of mine once gave me a piece of advice that’s stuck with me over the years:
He said: “It’s not about building a fancier mousetrap.”
By that, he meant that no prize gets awarded to the one that’s got the most complex, many-branched automation map, with divergent paths for those who do this vs. that, and a million different if/then contingencies.
That’s a common misconception we see around the marketing automation world an awful lot.
It’s all-too-easy to get sidetracked and waylaid by stuff that doesn’t matter all that much.
Okay, so what does matter?
- Your offer
- The words you use to talk about your offer (on your landing pages and emails)
- The connection between yourself/your business, and your audience
- Design
The other stuff is ancillary.
So if you’ve ever found yourself spinning your wheels, wasting ages (or big money) trying to optimize the automation piece, but you’re not absolutely sure your offer rocks and the copy in your emails and the pages in your funnel are optimized, then you’ve got it twisted.
Of course, you need your automation to work properly, but it doesn’t need to be complex or fancy in order to convert.
So, if your funnel isn’t working as well as you’d hoped, here’s (almost certainly) why:
- The offer needs work (do they actually want what you’re selling? Is the price right?)
- The copy needs work
- Is the copy clear (clarity is King)?
- Free of typos and other slop (a second pair of eyes is needed here)?
- And can I clearly see the transformation that you’re promising as possible and possible for me when I read it?
- Do I feel connected to you/your business when I read it?
- The design needs work: does it look professional, clean, and does the design support my ability to easily understand what I need to?
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