How do you eat an elephant? One bite at a time of course. If you’re anything like me, your first thought likely is “How did that idiom even come about?”. The source is debated, but that’s for another time. That idea behind it is what we’re delving into this morning.
The concept is the exact same for the most effective way you persuade someone – one decision at a time. That’s essentially why funnels exist in marketing. So you as the business operator, marketer, owner, etc can drive the narrative in the direction that is most advantageous for the customer’s experience and in turn, conversion. Let’s get one thing straight immediately about the customer before we even begin. The consumer does not care about your product or service. If you begin from that platitude, you have a better shot at providing the necessary value to persuade them to buy your widgets. All too often we give consumers information essentially like we’re at a job interview and we’re giving them a resume. But instead of overloading them with information desperately stuffing their head with as much information as possible, what you should do is start funneling them information that leads them to make singular, binary micro-decisions. River Crossing Analogy Let me explain with a common analogy I use with clients. Imagine standing on the banks of a river with a group of people looking across a 50 meter wide gap that separates you from the other bank. In this scenario, imagine you are the expert in crossing rivers and you need to get this group men, women, and children across to safety. What do you think is going to be the best way to get everyone across? STOP. Answer that in your head before moving on briefly. It’s going to overwhelm them if you start firing off dozens of instructions at them. In this scenario, it would be most effective if you consciously broke down the action steps needed to get from step one, to step two. Only you as the specialist are going to know what is most appropriate. A slow drip of information ensures that the groups remains calm and minimizes confusion in order to maximize results needed in order to be successful in getting across. Everyone check their possessions and take inventory of their food. Check cell phones for service and send coordinates to every contact in the area who can help as a precautionary measure. Round up as many sticks and lumber materials as possible for the next 60 minutes. Next, find items that can be used for holding wood together and is sturdy when in contact with water. Assign people to begin assembling the rafts with the collected materials. Test the rafts for weight and then assign raft groups. And this goes on until eventually you all cross and everyone is safe. You risk the mission if you give everyone all 30 steps at once. Their panic and confusion takes over which will erode their ability to be alert and productive. This is why smaller tasks allows the mind to focus on these singular with limited outcomes. It helps drives clarity and keeps the mind clear of distractions. IKEA Instructions Another good example I typically will cite in order to get this point across is how IKEA has weaponized simplicity in their instruction manuals to massively disrupt the furniture market and make building almost anything possible. Check out this instructions sample below to see what I’m talking about. It couldn’t be any more simple. But if you pause and consider their approach, it’s nothing revolutionary. It’s just how a giant entity was able to fully commit to the strategy; the results speak for themselves.
Takeaways & Challenges So I challenge you to take a look at your current marketing. If you are struggling with any of the following, then your marketing funnel is the very first thing we at DeepBridge would unpack to reveal the problem: Getting new clients Keeping existing clients, longer Getting current clients to spend more If you’re asking your consumer to make choices that overwhelm them, you are fighting an uphill battle. They are rarely going to say yes. Back to what we talked about earlier, you are giving them information as if they are immediately interested. They are not. And asking for any sort of decision that might cause stress or major effort bridging a gap in your marketing as to why they should be purchasing is going to massively reduce conversion. We talk about this some in the recent dailies about attention span, too. Does your messaging allow for multiple answers to multiple questions? Go through and count on your homepage and website product pages how many decisions there are. Feel free to leave a comment below on how many choices you counted. Some actionable takeaways you can put in place from this information is create a landing page and test conversion on similar components that exist on your website. If you don’t know how to execute on these things, don’t worry! Email email@example.com and we can point you in the right direction, help you get started, or simply do it for you. Whatever is easiest for you. If you found this helpful, please like, share, or comment!