We were talking yesterday about the most common conversations in any market being usually the most trivial.
“Is Clickfunnels better than Leadpages.”
“Clickfunnels vs Infusionsoft.” (Seriously, people search for that. Even though they’re completely different tools!)
“How many keywords should I use in an ad group.”
“Does Facebook advertising work?”
“Should I follow Ryan Deiss of Frank Kern?” (no comment…)
Every time I read these I roll my eyes. The trouble is, in my world these are the things people want answers to. And to get attention, you have to jump into these conversations.
In his book How to Write a Good Advertisement, Vic Schwab describes the process of getting someone’s attention like flagging down a fast moving steam train. The driver in the cabin is wrapped up in his own thoughts and concerns. You’re standing by the side of the railway line, holding nothing but a flag.
How do you get his attention? How do you convince him to stop the train and hear your message?
You speak to his current thoughts and concerns.
Otherwise he’ll fly by without even noticing your frantic waves.
The conversation in his head may be deeply misguided, or at best mostly irrelevant to his goals. You may roll your eyes at it. But that’s where you must start.
I’ve written these emails out of order really. At this point it now makes sense to re-read yesterday’s post about upgrading the conversation going on in his head.