Stacking one best practice on top of another does not produce a best in class marketing system.
Far from it in fact.
The results we achieve are often underwhelming..Yet we are encouraged to do this by expert marketers every single day.
- Slap an Ask quiz on the front-end (to frame the sale around the corner)….
- Present a trip-wire offer (to create a customer and liquidate Ad costs ASAP!)….
- Then offer an upsell, a down sell and a cross sell in quick succession (to increase LTV).
- Bolt on PLF to that (to use social pressure and urgency to sell a high ticket offer)…
- Then the Perfect Webinar is shoehorned into the mix (because webinars are perfect for closing quick sales, right?)…
All these “Best in class” parts are mixed together just like we mix ingredients in a gorgeous chocolate cake recipe…
And what happens?
Something for sure but not what we expected.
What we have done is take parts from a Toyota, a Tesla, and a Ferrari - which are not interchangeable in any way, shape, or form - and slapped them together hoping that we are going to knock it out of the park.
When that doesn’t happen, we get to work optimising each part in isolation.
Changing the copy on our landing page to increase the opt in from 20% to 30% for example.
Yet we forget that systems are not linear, they are circular.
A system is the PRODUCT of the INTERACTIONS of its parts (not their sum taken separately)..
The idea that if we optimise each step in our funnel by 10%, we will compound the output to achieve 100x the original result is false..Compound interest works in accountancy and finance but not if we are dealing with complex systems which operate differently.
There is no point in optimising one part of a system unless it makes the performance of the whole better.
So we have to look at our marketing holistically..First, we have to decide what the primary function of our system is.
If it is to make money at all costs, you could wind up with a lot of very unhappy clients asking for refunds..If it is to create happy customers, you could find yourself receiving endless referrals who are begging to give you their money.
There’s nothing more powerful than word of mouth marketing.
Whatever you decide, that is the primary goal of your marketing campaign and that is what we should optimise for even if it means that the CTR of our Facebook Ad campaign is lower than that you achieved with your mythical “Best in class” campaign.
So start by asking yourself….What events need to happen for me to attract and earn the trust and attention of a happy customer?
The answer is unlikely to be some B.S. Clickbait Ad….
Or some curiosity-based shallow-content squeeze page which makes a big promise and delivers some 'freebie' lead magnet that few people will ever read.
You may find that…
Talking about the only thing your ideal prospect is interested in (themselves) and the challenge they face is more effective..And that by doing away with your lead magnet altogether and leading with empathy and delivering powerful insights (value) without asking for anything in return, works best (enhances the system as a whole)…
Of course, none of these parts function in isolation..They work together as a whole to produce a result no group of parts could achieve by themselves..So the function of the complete system creates an ecosystem from which your happy customer emerges..
In the same way, a recipe may include 4 ingredients that when mixed together produce a quality that none of the single ingredients possess.
Bread becomes crunchy when baked, for instance. This crunchiness is an EMERGENT property..Everything is transformed when you focus on your goal - happy customers, in this case - rather than optimising each individual part of your system.
Here are the lessons learned
- Your marketing system is not linear but circular. Changing one part in your system affects every other part.
- Optimising each part of your system in turn does not compound the result and may make it worse.
- Stacking the “Best in class” parts together doesn’t produce “Best in class” results because those parts were not built to work as one whole system.
- Decide on the primary function (goal) of your marketing system and optimise for that and only that.
- Everything changes when you optimise for the primary function (happy customers).
- Before optimising a single part ask yourself how will this benefit the whole?
- The most significant leverage point in your system may require you to do something counterintuitive or unconventional (zag where others zig).
If you know anybody else who needs to read this post, it would mean the world if you shared this with them.
It would REALLY help me to grow my readership for which I would be forever in your debt.
It also helps give a boost to my fragile ego