Barrett Brooks Inspired CVO Sales Funnel Dating Analogy

Barrett Brooks, an ex NFL Tackle and Superbowl Champion, currently a host on the popular Philadelphia sports show Breakfast On Broad, inspired me to analogize the CVO Sales Funnel process to dating when he compared¬†Philadelphia Eagle’s replacement Right Tackle Halapoulivaati Vaitai’s performance over the last two Eagles games to dating.

Halapoulivaati made his first two starts against the Washington Redskins and the Minnesota Vikings.

In his his first game he had some difficulties and in the second game, he seemed to be more comfortable and played a much better game.

Barret initially makes an analogy of his performance to dating on Eagles Post Game Live.

Barret then follows up and expands on the analogy the next morning on BOB. Watch this video because this one is really funny.

This inspired me to compare the CVO sales funnel process to dating. So here goes:

The CVO Sales Funnel Dating Analogy

The CVO sales funnel process is like dating because they both follow the natural progression of a relationship. One is personal and one is business.

A sales funnel is simply a systematic process that companies lead people through when purchasing products. It’s the “ideal” process you intend your customers to experience as they go from initial contact to prospect to lead to customer to repeat buyer.

BTW, the goal of the sales funnel is to increase immediate and lifetime customer value and is called Customer Value Optimization. The process of improving a CVO Sales Funnel is called Conversion Rate Optimization (CRO). And, it works extraordinarily well for both online and offline businesses.

Because I’m a guy, I’ll use dating girls for this analogy, but it works either way.

In marketing we call people who do not know us “cold traffic”.

In dating or business our first goal is to make someone aware that we even exist; and in doing so, hopefully, leave a favorable or memorable impression.

The best way to reach this goal is to introduce ourselves and add some value.

In dating we may say hello and hold a door, make a joke or give some small gesture.

In business, we give away valuable, helpful content. It’s called content marketing.

In either case we need to demonstrate value.

Our next goal is engagement.

We want, in dating, to talk and communicate more than “hello”; to deepen the relationship and become more memorable.

In business, we want you to like, share and comment on our content. This is called engagement.

Next, we want our prospective dates and/or prospects to take a more committed action.

In business, many get this next step wrong by asking too much. A lot of businesses ask you to buy their products. This is analogous to asking to get married before dating.

The next step should be the promise of something irresistible, low risk, that gives a taste of what value you have to offer in exchange for contact information.

In dating we may ask for a phone number to setup a coffee date. In business we may ask for your email address so we can send you more great content in our newsletter. Among other things…

This action is called “subscribing”. The most effective way to get subscribers is to use what we call Lead Magnets.

A Lead Magnet is an irresistible piece of value that solves a specific problem or issue that the prospect has.  

So, to this point, we provided value to create awareness, we were delightfully helpful which created engagement and we asked for a low risk commitment in exchange for a future benefit.

The next step is a bigger commitment and a fundamental change in the relationship.

In dating, this may be dinner and a movie. You can see the larger investment, from both parties, and how the relationship will fundamentally change.

Same with sales funnels. This step is when a lead turns into a customer. The lead gives you money. The amount doesn’t matter. They also commit a larger investment of their time. The relationship has fundamentally changed because of the exchange of money.

We call this a Trip Wire: an irresistible low cost offer designed for one reason only; to turn leads into customers as fast as possible.

CVO Sales Funnel Is Like Dating

During the segment on BOB, co-hosts Jillian Mele and Sarah Baicker had their heads down laughing as Barret continued; I think in hopes he would stop.

So, although there are more steps in a sales funnel, I’ll mention them but I’ll stop my analogy because I don’t want to be laughed at. You’ll know what I’m talking about when you read what the steps are called.

The next step in a CVO Sales Funnel is the Core Offer followed by the Profit Maximizer and lastly the Return Path. You can figure what they would be in dating. Interpretations may vary…

Are you laughing? You see why I ended the analogy?

But I won’t leave you hanging, if you want to know more, contact me or leave your questions and comments below.

If you think that your business would benefit from a CVO sales funnel, and almost all would, then definitely contact me.

I’ll help you determine if building one is right for you. No obligations.

So, did you like this post and analogy? If so, please engage and share with your friends who may benefit from selling from a CVO Sales Funnel; and join my newsletter by entering you name in the form below for more great content.

What You Need To Avoid When Using Content Upgrades To Generate Leads

Content Upgrades

Yesterday I explained what content upgrades are and today I’ll share what you need to avoid if you want to use them effectively.

Before I explain, I want to make sure you understand the purpose of a content upgrade in the CVO Sales Funnel.

Again, the content upgrade is simply a Lead Magnet linked from individual blog posts.

Although you can send traffic straight to a Lead Magnet, conversion rates will be higher if you send them to RELATED content first. Especially cold traffic.

Warm traffic can be sent, and will get high conversion rates, to a well designed Squeeze Page.

Once subscribed, your prospect should be presented with a Trip Wire offer.

A Trip Wire offer is an irresistible, low cost offer that leads to your signature offer. The Lead Magnet and Trip Wire are both designed to give your user a taste of the success (the results that your offers promise).

From your perspective, their purpose is to turn visitors into leads and leads into customers as quickly as possible.

Why? Because customers are more likely to buy your other offers. Of course.

The biggest problems with making Lead Magnets for each, individual blog post, as I see it, is the time and effort commitment.

Your Lead Magnet shouldn’t be a crappy cheat sheet that consists of your article headlines with the content deleted turned into a downloadable PDF.

I already see this happening.

If your Lead Magnet doesn’t provide value and solve a specific problem, it’s not a Lead Magnet.

If it doesn’t lead into an appropriate sales funnel, then you’ll have a bunch of leads but no customers.

Obviously you can monetize that list but it’s not optimal.

Once you develop multiple Lead Magnets that lead into the appropriate sales funnel, using content upgrades will take minimal extra effort.

It’s certainly a smart strategy to incorporate Lead Magnets that relate to your content into you blog posts.

Avoid being lazy and creating a bunch of worthless Lead Magnets, make sure your Lead Magnets lead into related sales funnels and don’t waste the opportunity to impress your prospects; provide a taste of success and prove the results you are promising.

If Content Is King, What Are Content Upgrades

What Are Content Upgrades

Content is king… We’ve all heard that before. And who can argue that? Well, I can; but I won’t. This time. So, what are content upgrades?

Last night I read several bog posts about this new, amazing way to generate more leads.

I was confused because “content upgrades” weren’t what I thought.

To me a content upgrade is turning a blog post into a report or turning a report into a paid course. More about re-purposing content into something better.

But, I was wrong!

Content upgrades are targeted lead magnets nestled in related blog posts designed to increase list subscribers.

Just in case, Lead Magnets are irresistible chunks of value that solves a specific problem offered in exchange for contact info. Usually a name and email address.

They are typically found on the side bar or bottom of a web page, a popup or dedicated on what is called a Squeeze Page.

An opt-in is not a Lead Magnet. A Lead Magnet uses an opt-in form to capture the contact info, but a Lead Magnet must be specific.

Content upgrades are related to and add value to the content you are consuming.

e.g. If you are reading a blog post about advertising on Facebook, a content upgrade might be a template, checklist or cheat sheet about Facebook ads.

The content upgrade would probably be presented as a link, a colored box, an image or a button in multiple parts of the blog post.

The main point about content upgrades is that they are designed specifically for each blog post for the sole purpose of increasing opt-in conversion rates.

And, they do work.

But, this is not new.

Basic marketing tells us that related offers will have a higher conversion rate.

And, this is fundamental customer value optimization principle.

Calling this method a “content upgrade”, is actually more about positioning.

If you come up with a new name for something, you are automatically positioned as a thought leader. More so, if what you named catches on.

So, my tip is about positioning.

Think about ways you can re-frame something with a new name and instantly become a thought leader.

I like my definition of content upgrades, so maybe I’ll start calling them “education add ons”.

Positioning is probably the best shortcut to success I’ve ever found.

Try it!

As for content upgrades as highly targeted Lead Magnets, use them as they are one of the best ways to generate leads.

In my next blog post I’ll share what you need to avoid when using content upgrades – urrrgh, education add ons.