Unlock the Power of One Product Funnel in IT Architecture Documentation

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as business owners we do a lot to grow our audience and get people to see our products and services we post on social media we go on podcasts or maybe we even run paid ads all to bring potential customers to our websites yet only a few percent of these people ever actually become customers well where do the other 95 percent of people go and how can we turn them into customers well there's a psychological answer to this and a simple way to solve it behind the world's most successful Brands lies funnel architecture which comprises of four pillars to convert the highest amount of your traffic into sales these four pillars are obstruction resonance awareness and coherence but first what is funnel architecture imagine for a minute someone sitting on his couch scrolling through Facebook and he comes across your ad or your post he has no idea I put something in your ad grabs him he clicks the link and lands on your page he's now in your funnel but the work is far from done there's things he's going to have to believe there's objections he's going to have and distractions both on your website and in the outside world are going to pull it away and leave him without making a purchase now funnel architecture takes him on that Journey from a click to becoming a customer so whether you know it or not you're using funnel architecture and if your funnel is poorly architected he will click off and you'll have to watch the sale slip through your fingertips now the problem here the reason he slips through your fingertips lies in one of these four pillars of funnel architecture the first pillar is obstruction imagine you show up at a store it's dark and dingy the shelves have an inch of dust on them and you can't find what you're looking for anyway what are you going to do now imagine the contrary you show up at a store where as soon as you walk in you're greeted with a warm smile not in a salesy way but I'm glad you're here away it's well lit in the store it's organized and you ask for help for something specific and not only do they tell you oh it's on aisle 11 they guide you right to where it is so now you're good you're not looking all over trying to figure out which shelf is on it's no it's right here and then the representative even takes the time to walk you through the different options and which one he or she recommends you want to architect your sales funnel like the latter you need to remove obstructions that prohibit the journey from click to customer but how do you find these obstructions what are these obstructions on a website right we will have an inch of dust on our shelves so what are these obstructions well if you start with mapping the path that your customers are on when that guy clicks your ad what's the step-by-step process he needs to take to click Buy is there unnecessary steps in that process is there unclear actions if you went through that with a fresh perspective like you've never seen it before would you be confused right if you gave it to your friend would he or she be confused I learned this from one of my friends Matt he's a brilliant marketer and when he made his first funnel he made a very wise decision they recently told me about he made his funnel he's very very proud of it he thinks it's great right we all have our own bias of the things that we create but he hands his phone to his father-in-law and he asks them to request a quote through the funnel the funnel was selling scratch repair for carts so his father wants Scrolls down the page he's trying to figure out how to request a quote he gets to the bottom of the page and he sees Texas as a request a free quote and beneath it it says phone number and after staring at the screen for 30 seconds or so he can't figure out where the darn phone number is and he's super frustrated he says I can't find the phone number and Matt's like all you have to do is click on the text that says phone number like it's blue the phone number will pop up just click that text but his father-in-law didn't get that right he hadn't made the page he didn't know that so Matt realized like he needed to make it more clear because if it happened to his father-in-law it's gonna happen to the customers as well he knew where it was because he had built it right but his visitors were not as familiar with it so by changing the text from phone number to click to view phone number he made it a lot clearer in the process easier for his visitors now if you don't want to hand your phone to your father-in-law and ask him for advice you can do the same insight and even probably better Insight from downloading hotjar hot air is a little bit creepy it allows you to watch customer recordings in heat maps and see what people are doing on your site so you can see the recording of somebody scrolling clicking where they get stuck and you can find these obstructions is there weird spots where like they're trying to click something that's not working they look at the phone number for 30 seconds don't actually click it that's a sign that people are stuck you remove these obstructions and you watch your conversion rate shoot up as a result now once you remove them how do you actually convince the traffic that your product is the perfect solution for them right removing obstructions is one thing but if they don't want your product they're not going to buy and this is where resonance comes in this is the second pillar this is where traffic comes in and they feel like you are speaking directly to them you're speaking directly to their pain their desires and you even use the same language as them resonance creates the effect that they just can't help but click buy because the product is exactly what they want but how do you actually create this well day Kennedy and marketing Legend says always enter the conversation already occurring in the customer's mind a friend of mine once told me Ryan your prospective customers don't care about your products they care about how well you understand the problem and their desire because if you understand them they will deduct that your product will solve their problem this is resonance in Dan's book The Ultimate sale litter he offers an effective way to create resonance in his 10 smart Market questions they allow you to really dig deep and find out what conversation is already going on in your customers mind and then just join that conversation because you can rarely guess your way to Resonance you need boots on the ground talking to customers and could be customers and asking them what do you want right listen for patterns between things they say ask customers why they bought and then for the 95 of visitors that don't buy ask why that could be both in your head hypothesize and then go out and serve it right ask these questions and figure out where the Gap is right and a lot of times we could hypothesize this in our brain and actually get pretty darn close once you look at it from a high enough perspective another great place to look is support tickets and reviews from your customers are there patterns that you can incorporate into your copy reasons why people dated in it by now if you work all of this valuable information into your sales copy into your headlines you're well on your way to creating resonance but there's one piece that's vital if you want to achieve it and it's a third pillar awareness now this is the most important element in really all of marketing understanding where the prospect falls on the sliding scale of awareness Eugene Schwartz outlines this concept in his book breakthrough advertising it looks like this I'll put up on the screen your prospects fall somewhere between unaware to most aware knowing where is vital to your sales because in every stage there's different copy that's going to resonate most right so if you imagine that you were looking for a way to grow your business you see an ad for a course that teaches you how to grow your business you click on it you land on a page and the page is talking about how to get the best cpms epcs Target CPAs and acvs with Google ads if you are only problem aware that you need more customers but you're unaware of solutions specifically in this case Google ads then none of this is going to resonate with you right you'll click off and it's understanding first what the problem is right so in this case the person wants to grow their business that's who I'm targeting and then secondly where are they on the scale do they know about my solution probably not so they're not going to care about epms and cpcs and the best bidding strategy and campaign structure they just want to know Google ads will work for them so if the copy of the page spoke to why Google ads were the Superior traffic Source who they worked for and that was that person you were targeting and how anyone could run them with the help of this training that would resonate with them right the original messaging speaking to cpms and epcs is only going to resonate with those who are most aware and already running Google ads your copy must match the level of awareness of your target audience one of my clients Joel Turner had this exact problem in his funnel he sells course on how to prove your accuracy and archery Rifle and Pistol shooting because messaging had a lot of techno battle right it spoke to the experienced shooter but the new shooter left the site in a confused Daze we wanted to rewrite all of the messaging to make it more broad to appeal to all the shooters right not just people who knew all of these fancy terms as a result of this we doubled his conversion rate because there's all these people that were coming and they just were confused right and if we just spoke to a way that they understood they would end up buying and luckily we did this in perfect timing because shortly after he went on rogue's podcast which was even broader traffic right this would have been a massive Miss of opportunity had we not done this prior game going on now the last step is vital as it ties really all of this together obstructions resonance and awareness and now the fourth pillar is coherence so there's a specific logical income assisted train of thought your website visitors will follow when they come to your site and you need to know what that train of thought is so you can speak to their specific questions and objections that come up in it right now over time your intuition for the psychology of your audience will increase and allow you to make more coherent funnels and in the meantime this all might be pretty confusing to you so imagine for a minute I say the word elephant I guess you have to imagine it I just said the word elephant what do you think about elephants right now on your page are mini elephants there's things that when you say them or when somebody reads them all of a sudden your customers go to a certain spot in their brain right a great example of this is if you make a claim about your product the next thought is is that claim true so if you make a claim you need to then prove that it is true with testimonials or other credible sources that show what you're saying is true but there's way more examples of this I first learned this from when my mentors Spencer van I was watching his his webinar seeing how he was selling a product and when I got to a certain point he said something that raised a question in my head and on the very next slide he answered that question it wasn't something that was super obvious by any means but I remember afterward I asked him I was like hey I literally had this question and in the very next slide you answered that question like what was that about and he's like dude I've looked at the questions and just the commonalities and the patterns in the chat box for like two years now and because of that I've seen where certain questions continually come up and I've added these extra pieces to speak directly to those what specifically in this part of the page of the funnel are they going to be questioning or asking and then how can I put a section that allows them to understand that right and the whole entire funnel should follow this coherent thought process right this this thought process that all is all the way throughout and it's sadly it is very intuition based but it also comes from looking at successful funnels and asking why do they put that there right or making a swipe file where you can put them all next to each other and say oh wow all of these have this common element right in the middle of the page right here right at the end of the page right here I should have that element too so it's just being curious and using your intuition to figure all of this out so these have been the four pillars of funnel architecture obstruction resonance awareness and coherence apply these to your funnels watch your conversion rate go up as a result I'm rooting for you let me know in the comments section if you have any questions about any of these I'm happy to help but that's it for this video I'll see you on the next one