FFR043 - Why You Need A Mass Desire For A Successful Funnel
Today I want to continue this mini series based on the amazing work of Eugene Schwartz by talking about the importance of mass desire... or what could also be classified as “demand”. The most important thing to realize about...
Today I want to continue this mini series based on the amazing work of Eugene Schwartz by talking about the importance of mass desire... or what could also be classified as “demand”.
The most important thing to realize about this is that copy on it’s own cannot create desire for a product,simply because the mass desire must already be there. And as Schwartz said, “you cannot create it or fight it.
However you can, and must, direct it, channel it, focus it onto your particular product or service.
So the point here is that outstanding sales copy won’t be able to sell a product or service that is not wanted by the marketplace. There’s an old saying that while crude is true... brilliant copywriting won’t sell a turd.
Here are a couple of examples...
Way back in 1954 long and powerful cars were becoming extremely popular and the Hudson Hornet, the twin exhaust Cadillac and the Chrysler 300 exploited this trend... but Ford decided to focus on safety instead... and paid the price. Ford soon realized their mistake... and their response was to produce the highest horsepower engines in their history.
Microsoft’s attempt at releasing a phone. The main failure was Windows itself, an OS designed for a big screen, crammed into a little screen product. ... So, Windows Mobile was crippled because it was too tightly connected to its own OS.
In the funnel world it’s a similar story... as there are many people who launch a funnel hoping and praying that their offer and their product or service will sell like hot cakes.
But as Russell Brunson says if a funnel is not working then it’s almost always either the hook, the story or the offer... or just a case of picking a bad market that is irrationally passionate about what you are selling.
So how can you tell if your market has a mass desire and is irrationally passionate?
Well, if selling info products (which is what I recommend) it helps a lot if there are already established experts already thriving and selling information products in your market.
You can also use awesome tools like Similar Web, Google Trends and also browse the exact ads that a company is placing on Facebook.
And you can also funnel hack other people who know are killing it and model the strategies they are using.