Tear down framework for Product messaging

Teardown Framework — MEClab’s Conversion Sequence Heuristic

So tear down element one is marketing or MECLab’s Conversion Heuristic Formula, right? And before we jump ahead, I just want to make sure that it’s understood that this is not a mathematical equation. This is using mathematical-like symbols to be able to convey the power of each element in this sort of mix of key components trying to make a persuasive argument. So on the left, we have our probability of conversion, right? The probability that your prospect is going to say yes to your offer, and then on the right you have five principles components that you need to be thinking about and make sure that you are addressing your persuasive argument on your page. So the first element is M, for motivation, right? Motivation really comes back to the why and the when of when someone hits your page and what they’re expecting from you, right? In the grand scheme of the internet, people are searching and looking around and going from site to site to site all the time,and they usually have a reason in mind. They have something, they have an expectation that they are thinking about. You can’t control that, but that fundamentally the driving force of why they’re going from site to site, including your sales page, right? So you need to understand what your prospect’s motivation is, and make sure that your messaging is aligned with that motivation. You cannot control it, but it is by far the most important thing that's going to influence whether or not they find your offer compelling. The second element is your value proposition, and you can see that in this formula they should that motivation is proceeded with a four, so it’s really important whereas your value proposition is proceeded with a three, which shows it’s importantbut it’s not quite as important as your motivation, right?And your value proposition really comes backto what is, what’s the payoff?What are you actually really giving themthat they can get from you that benefits themthat they can’t get elsewhere?And then you have two combined elements,your incentive and your friction.And again, it shows with the symbolsthat it’s not quite as important as the value propositionor the motivation but it is very critical.The friction element you can see is a subtraction.It means the more friction you havethe lower your probability of conversion is going to be.Friction really comes down to how hardare you making it for people to actually actand for people to actually convert?Are you making people have to click through a billion links?You’re making people have to look for things?Are you making people have to try to understandwhat the heck you’re even talkin’ about?Those are all elements of friction, right?And conversely, incentive, the I,is something that you can do to kind of motivate peoplein that moment of acting to get over the hump,put in that work, whatever work they have to do,whether it’s filling out a form,in that moment and incentivize them to just get through it.So whether you want to offer, make a limited time offer,or you want to give them a discount, or some strange promo,whatever, just something that kind of gives theman extra reason to like oh, I need to act now.That’s your incentive.And then finally, and equally negative elementthat you need to consider is anxiety, that’s your A.And anxiety is really all about objectionsand perceived risk.It’s like psychological friction.It’s not that people can’t figure out what you’re offering.It’s that they’re worried for some reason.They’re worried either about risks,or they’re worried that it’s just,they’re going to waste their money, those types of things.All these together combine and influenceyour probability of conversion.So that’s what I base my tear down framework on primarily.So tear down element two, once I know that I have taken care.

Teardown Framework — Cialdini’s Principals of Persuasion

of that aspect of the page, I’m thinkin’ about motivation,I’m thinkin’ about value proposition,thinkin’ about anxiety, all those things,then I start incorporating other persuasive principlesthat science has proven to be effectivein helping boost persuasion, right?And those come backto Robert Cialdini’s 6 Principles of Influence, but in factis actually now Robert Cialdini’s 7 Principles of Influence.It comes back to social proof.In other words, evidence that other people are saying yes,authority, some kind of third party authoritative statementfrom either press, media, what have you,that supports the fact that your offer is great.Likeability, which is very like,it’s a difficult thing to quantify,but really at the end of the day,it’s easier for people to say yes to you when they like you.Scarcity and urgency, which is a huge elementin terms of incentivizing people to act.If they know that there’s a limited amount of resources,they are going to be more motivatedto try to grab those resources.Reciprocity, which is, if you’ve ever been in marketingyou’ve heard this before, right?You are more likely to return a favor to somebodyif they’ve already given you something first.So if you can be generous, give things openly first,and build that rapport,people are more likely to say yes to you.Commitment and consistency,getting someone to do a small actwill increase the likelihood that they will say yesto a bigger ask later.And then finally, the seventh principle,which is relatively new and kind of, I guess,very politically relevant right now is unity, tribalism.Can you make people feel like they’re part,if they say yes to you, they’re part of the group, right? They belong, that is another principle that has been shown to be able to increase people’s probability of conversion tear down element three is some really amazing insights

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Ukaigwe Okechukwu

Ukaigwe Okechukwu

full stack Growth marketer obsessed with building growth engines and iterating experiments to optimize the AARRR spectrum for startups (consumer-focused,B2B)