I’m using these words interchangeably– funnel, offer, campaign, high ticket, landing page– since any time we want to sell something, product, or service, we need to have social proof.
Not just because it’s ethical to make sure we’re not selling something we’ve not done before (#LDT– learn, do, teach), but because social proof is critical to driving conversions.
We know there are 3 types of authority– WHO is saying it, WHERE it’s being said, and WHAT is being said (proof achieved through the program/checklist). On this WHAT component, the most powerful is a “success story”– which is beyond a “testimonial”.
Russell Brunson breaks this down in his “high ticket funnels” training (90 minutes of in-depth goodness on the “value ladder”, “ascension path”, or whatever synonym– many names for this)– that to be able to sell high ticket (more than a few thousand dollars), we need to tell the stories of a few successful customers via ads, landing pages, and phone sales:
- Thus, all clients and team members must understand the “value ladder” (many names for this, like “phone funnel”), which we have training on, before attempt to implement this meta-checklist, which is a checklist of checklists in the SAE (Social Amplification Engine), leading up to phase 5 (amplification).
- Offer: who, what, where, when, why on a landing page for people to be able to buy. (phase 4 of 6)
- Success Stories: at least one high authority story from a customer/client, ideally filmed with good audio. (phase 3 of 6)
- Strategy: #GCT in place to assess market fit– a clear benefit for a micro-niche– and know what is break-even profitable. (phase 2 of 6)
- Digital Plumbing: tracking in place, so we can run ads and measure conversions. (phase 1 of 6)
We see people trying to jump straight to ads (phase 5), hoping to drive sales without having these critical prerequisites in place. And they wonder why they’re not converting, which leads to all sorts of pain, wasted money, blame, and failure.
We have a checklist for each of the 6 phases in the SAE— so let’s make sure we’re clear on this. We can’t overemphasize this in our training of our clients and of our own people– as well as in our execution.
Think about how easy it is to troubleshoot a funnel with the SAE– the basic local version being the Content Engine, as a course and done-for-you package.
We don’t want to take on any client who doesn’t understand the ingredients we need to succeed together and who also agrees that this isn’t a “get rich quick” implementation.
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.