The Conversion Equation – Step 1, Interrupt
So previously I shared that the most important thing that gets overlooked in almost ALL businesses is the difference between STRATEGY and TACTICS.
STRATEGY starts with knowing your target market, and fine-tuning your message to them.
TACTICS is how and where you get that out to them. Most people skip strategy and go straight to tactics… which can work for a while, but it’s expensive, slow, hard going – and only takes you so far.
So we use what we call the CONVERSION FORMULA to consistently hit home runs in our business.
Here’s the Conversion Formula: Interrupt + Engage + Educate + Offer
Interrupt is part one – and this is what gets our prospect’s attention. I’m sure you have heard the saying that we have to enter the conversation going on in our prospects’ mind.
HOW DO WE DO THAT?
Easy – we answer this question: What PROBLEM do they have that they can’t solve?
Not what result are they looking for – that’s part 2.
What is the big, hairy, sleep-depriving, conversation-at-the-kitchen-table-at-3am-problem they can’t solve?
Next time we’ll discover more about part 2 of the conversion equation, ENGAGE – when we talk about the RESULTS they want but can’t get.