This quote says it all….
“You’re only one funnel away from driving
millions of customers to your business”
Before we start, take a look at all these websites…
Imagine you somehow stumbled upon these sites…
Do you see yourself buying/registering yourself on those websites?
Chances are, probably not.
Because in 95% of most marketing campaigns, we tell the wrong message
to the audience
It used to work in the past, especially if you apply what you learn from
traditional marketing school
Because when you spend a set budget, you want to go for widest possible
reach
It’s like a “fishing net”. When you spend $1,000 (throw the fishing net), you’d want to catch as many salmons (intended audience) as possible
But this will never work in digital marketing
Instead of a fishing net, you’d want to use a fishing rod instead
And the way to do it is to always attach the right bait (the hook) to attract the
salmons (your intended audience)
You do this by having the right marketing funnel….
Unaware
Problem-aware
Solution-aware
Offer-aware
Audience sizeSales Cycle
Long
Short
The USPO Funnel
The USPO Funnel
Unaware
Problem-aware
Solution-aware
Offer-aware
Audience sizeSales Cycle
Long
Short
95% of startups go for this market
The USPO Funnel
Unaware
Problem-aware
Solution-aware
Offer-aware
Audience sizeSales Cycle
Long
Short
But they’re advertising
towards this!
Just like all of these sites….
Unaware
Problem-aware
Solution-aware
Offer-aware
Audience sizeSales Cycle
Long
Short
The USPO Funnel
But what if you for this market?
Because when you reach out towards the “Unaware” market, you can sell to
almost virtually everyone
Take these two books for example….
For “Problem-aware” market For “Unaware” market
Guess which book made more money?(No prizes)
The trick to reaching out towards the “Unaware” market is dependent on
your fishing bait (the hook)
Your hook needs to have these three factors
Unique - Something novel, something that people have not already seen
Specific - You’ll understand exactly what the business has to offer to you in
less than 7 seconds on the website
Easy to understand - Something that even your mom can understand
So in your next marketing activity, go for the biggest market with your best
hook!
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