The problem with most Internet marketing sales funnels is that they are designed to squeeze prospects through to the next step. In fact, most of them even feature what are known as “squeeze pages”—where the prospect is forced to provide an e-mail address if they want to get any information.
Here are three problems with this approach:
For these reasons, Promote A Book advocates a lead nurturing system that’s based off of a courtship model rather than a one-night stand. This system is proven to work better than sales funnels, and feels innately more respectful of the potential reader or client.See Our Results
When ethologist and biologist Desmond Morris decided to study human courtship and mating, using the same techniques a field scientist would use to study wolves or gorillas, his research led him to discover that all humans follow a 12-step path to intimacy. We are biologically hardwired to follow this pattern.
Granted, some people may skip a step and some move through the steps or stages faster than others, but the stability of the relationship depends on not skipping more than one step and on not moving through those steps too fast. Relationships that start from a one-night-stand approach have a much lower chance of enduring than those that started from a slower-paced courtship.
This isn’t just intuitive common sense, it’s actual science and an accurate description of how we are behaviorally wired as humans. You can read more about each of the 12 steps here.
Applying the 12 Steps to marketing allows us to give casual readers greater confidence and comfort in taking the next step—specifically, in deepening their relationship with you and your company. When readers are confident and comfortable, more of them become clients.
So it makes sense that the 12 Step Approach can be made even more powerful through the use of messaging designed to make the potential client feel even more comfortable, respected, and confident. One way to do that is with temperament-based communication.
When you match your messaging to a person’s natural communication and decision-making preferences, you end up with more powerful communication and persuasion that actually feels more comfortable to the potential client you’re wanting to convince.
Promote A Book combines a 12-Step Gravity Well with temperament-based communication to achieve optimal results for our Audience Engagement Campaign authors.