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- Hey everyone, it's Russell. Welcome back to the show. Today I'm gonna be answering a bunch of questions related to marketing and business, and growing your funnels and a whole bunch of other cool stuff, and the question I got right now from you guys is a conversion problem. The question is Russell, my sales funnel won't convert, what are the common problems that prevent funnels you see from converting. Okay, I'm glad you asked this, 'cause this is like so much fun. Alright so if you look at any funnel, right, there's different pieces of it. So part of it's figuring out which piece it is, right. So over here you have like the ad. So let's say this is Facebook and you have the news feed and here's your friend, there's your mom, and then all of a sudden there's the ad in the middle. And then there's other stuff here, and the stuff here. Then over here you've got a landing page. I'll put L.P. And over here you have a sales page, S.P. And this is your funnel, which is like the most important work in marketing is sales funnel, okay. Alright, so then the question is, my sales funnel's not converting, what are the common problems that prevent funnels you see from converting? It always comes down to one of three things. Number one, it's a problem with your hook, okay. So what's the hook? The hook is the thing, like someone's on your phone right here, and they're scrolling through like crazy, right, looking at stories from their friends, and their mom, and their grandma, and al of a sudden they see your ad and they keep... The hook is anything that gets them to stop they what was that. It stops them from scrolling, grabs them and like says I need your attention. Okay, so your hook. If your hook is horrible here, if nobody's clicking your ad. Or the hook is horrible here if nobody's giving you their email address. Or the hook is horrible here if nobody's giving you money. So first problem's always the hook problem. Number two is a story problem, okay. After you grab somebody you have their attention for five seconds, then you tell them the story about why they should click on your ad, why they should give you their email address, why you should... It's always the second step is the story, right. After you have their attention, you tell them story about why. Why are they clicking on this ad? Why are they giving you email? Why are they giving you money? Okay, that's your story. Now if you've read the Expert's Secrets book, in Expert Secrets I show you guys through story structure. I talk about epiphany bridge stories and a whole bunch of other things like that. If you haven't read this yet, go find the sections here on story, how to tell your story the right way. Okay, and then the third is your offer. If your funnel's not converting, the third reason why not is 'cause your offer just sucks. That's why people aren't giving you money. That's it, it's pretty simple. So if your offer sucks, make a better offer. If nobody's clicking your ad, it means you're not giving them enough reason. Like, what's the offer? Why am I clicking on your ad? I gotta keep scrolling through looking at cat pictures and weird stuff like that. Why should I stop and click on your button? What's the offer? Well if you click on this button I'm gonna show you a case study about blah, blah, blah, blah, blah. Oh cool, that's a good offer I'm gonna click on that. Then you come over here and I'm gonna give you my email address, I'm gonna give you this report, and if nobody gives you anything, it means nobody wants a report, the offer's no good. So change it, maybe instead of a report, you have a video. You know give 'em these two or three things. Maybe I've gotta find something that's sexier, right. You're figuring out something, you gotta make a better offer. Or if they're not giving you money, same reason. The offer's no good. Make better offer. If you make a better offer, people are more likely to actually give you money. It's always one of those three things, either hook, story, offer. Now what's important to understand is that every page in this process there's a hook, a story, and a offer. There's a hook on your ad. There's a story in your ad. There's an offer on your ad. On the landing page, hook, story, offer. On your sales page, hook, story, offer. Everything that's happening inside your funnel, and outside your funnel. Every piece, every email you get, there's a hook, a story, an offer. In fact, you wanna see what works, go back to your email, go back to gmail whatever, scroll through, look at what emails you actually clicked on, and you'll realize that there was a hook. The subject line was a hook. Like, what was it that made you click on that subject line? And then open the email and look, did you click on the link? 'Cause there's some story in the email, and if you clicked on it then that hook and that story in the email got you there, and then look at the page, did you give 'em money? Did you give 'em your email address? If so, what was the hook, the story, offer on that page? THat's so you can start learning what's working is by watching what things you're actually responding to as well. So that's my number one feedback for people who have problems with conversion is going back to each step in the process, and look at your hook, your story, and your offer. Thank you so much for watching. Every single week we publish new secrets just like this, so make sure you subscribe so you don't miss any of 'em, and I will see you on the next video.