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Trigger 2 – Isolate The Problem

Trigger 2 – Isolate The Problem

Here's How to Quickly Fix Your Website So It Brings You Consistent Revenue…

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TRIGGER 2 – ISOLATE THE PROBLEM

Can you spot the difference on your right? Not so easy, is it? Selling without isolating the problem is like staring at these black circles on your right.

It’s going to be difficult for the brain of the customer to know what to focus on. You only have 1-3 seconds to grab the attention of the customer.

Imagine, having 10 different people speaking to you at the same time. The brain will switch everything off because it’s just overwhelming

That’s when the bouncers (the brain filter system) will not let your information in.

Their brain goes into a flight or fight mode.

A student gets bored and just draws on paper to pass the time or rebels by making fun of the teacher. Maybe even disrupts the class by talking to other students.

How To Immediately Grab The Customer’s Attention?

One slight difference and it becomes a game changer. Your brain knows exactly what to focus on. You have made it easier for the brain. You’ve eliminated the clutter that distracted the customer.

Your eyes immediately focus on the grey circle..

People are busy and we must command the brain to pay attention. We do this by isolating the problems into the most urgent need the customer wants to solve.

You see, your brain uses different frequencies of waves to send different kinds of information to each part of the brain.

These are called Gamma waves.

Each wave is carrying information. The Gamma waves transmit information from one panel of switches to another within the brain.

The lower frequencies are transmitting memories of your past experiences.

The higher frequencies transmit what is happening at the point of where you are at that moment in time.

Your brain will tune into the right frequency to get to the panel of switches it wants. It decides to choose the fast wave or the slow wave and filter out the rest. The rest is just noise for the brain.

This is possible because the other waves are being transmitted on a different frequency.

You cannot focus on two things at the same time consciously.

But what about when you’re driving a car?

That’s a great question.

Of course you are doing more than one thing at a time but there is a big difference.
When you’re driving a car then you are doing much of the work unconsciously. You’re not exerting the same effort you did when you first learned to drive a car.

The brain has already gone past the conscious part. It has already recorded the data and pattern for you to drive as though its second nature to you.

When the customer lands on your webpage, they are using the conscious sense (the eyes) but the most important decisions are made unconsciously. It is all about survival and this also means comfort, ease and getting to what the person wants in a fast manner.

So let’s imagine the product you’re selling can solve 3 problems:

You’d isolate these problems by choosing one of them.

  • Reduces wrinkles

It is easier for you to start sketching different headlines for this one problem. It doesn’t have to mention wrinkles. You can add the curiosity factor…

  • Removing spots
  • Removing blemishes
  • Protection from Skin Damage
  • Other Health and Beauty products

Other customers will relate and easily figure out that you will have solutions for other types of skin problems such as…

  • How to Conceal your Age?
  • Who Else Wants Smooth, Young, Looking Skin?
  • Remove Wrinkles – The Beauty Budget Rehab
  • Frustrated With Old Age Wrinklles?
  • The New Face Lift

You will attract these types of customers anyway even when you isolate the problem.

Lead with one problem and let this one problem piloting through the beginning and ending of your marketing message. It is easier to lead the customers to other solutions when you deliver what you promise

Always focus first on getting the customer through the front door by raising awareness about one problem and not a host of other problems.

Your goal is to get the customer through the front door instead of closing the sale

You need to first get their brain to investigate more about their problem, why it happens, what are the consequences if the customer doesn’t solve their problem.

You’re raising awareness first.

Instead of revealing ALL your offers and the diverse products and services – you remove the clutter and give your marketing message focus.

Imagine the customer lands on your webpage and they see more than one choice. Let’s say 10 different types of products. You’d have a hard time selling one of the products.

You’re prolonging the sales process.

It’s about removing the clutter:

  • Lead with one problem the customer faces.
  • One concept that pilots this one problem.
  • One landing page to educate about this one problem
  • Landing page has optin to learn more about solving this one problem
  • Email newsletter campaign to educate and lead to the solution.
  • One sales letter to handle all objections and sell the solution based product/service

And you do the same for each product/service.

Isolating the problem increases conversions.

You also give time to get known for one thing and create an amazing story to leverage for future products. Let’s face it – creating a marketing campaign for one product takes some doing.

It takes a lot of nutrition, energy and resources for the brain to filter out noise. Make it easier for the brain of the customer to know they are in the right place and you can help them…

The brain is already doing a lot of work. It is being bombarded with billions of data and signals that come from the senses i.e. sight, sound, touch and smell. You have to make it easy for the brain to immediately know where and what to look at.

It’s a Jungle inside the brain. Literally!

It’s like walking into a store.

Imagine it as a typical supermarket and your brain will react the same way it has done with our ancient ancestors who traveled across a dangerous long journey filled with predators on both sides of view.

For example, what would get the warning system inside the brain to set off a 100,000 year old internal warning system as you walk through the supermarket aisles?

It can be something as simple as a cap on a bottle, a wet floor sign on the floor, an approaching shopping cart and even a crowd of people with lack no space to walk around. It could be a stare from the eyes of another person an expression on someone’s face.

The warning system inside the brain will set off because of the sharp edges of the shelves. The brain is telling you – that it can be a potential threat. That you might trip and hurt yourself from the can of green beans on the floor. It tells you to take a few more steps around that can of green beans.

The way a sharp branch in a Jungle can be a threat to you.

You could be blinded, cut, bleed to death, right there, next to the butter and Yogurt shelf.

But what if your product solves more than one problem?

You would allocate space for each problem. You’d create a headline and subhead line, with copy for each one on that sales letter or article.

So instead of focusing on all the problems under one headline you need to:

  • Lead with the most urgent problem as a headline
  • Each headline followed by a sub headline
  • Then followed by a text copy.
  • Then repeat the process for other problems the product/service solves

What if you had more than one product?

You need to go through each trigger for each product/service. Each product needs to have its own marketing and sales process.

Each product needs to have its own marketing and sales process.

All products must have their own set up:

  • Marketing campaign
  • Squeeze page Optin
  • Confirmation page
  • Email newsletters
  • Thank you page
  • Sales Letter
  • Payment process

The website will have strategic calls of actions that attract customers through different entrance doors.  All these call of action banners or links will lead with a problem and all related.

More on this later within the Trigger called Marketing System

Summary
  • You only have a 1-3 second window to grab the attention of the customer’s brain
  • Command the brain to pay attention by isolating the problem.
  • Solve one problem first to get the customer through the front door
  • The brain has to use a lot of nutrition and energy. Help the brain. Give it focus.
  • If your product can solve more than one problem then give each problem (benefit) a headline and go into detail for each one. Break it down and give each problem its own space.
  • If you have more than one product then you need to implement the triggers I’m teaching for every product/service. It will be worth your while in the long run.

Here's How to Quickly Fix Your Website So It Brings You Consistent Revenue…

A lot of business owners try and make changes to their website, only to get frustrated with it not working the way they want or equally as bad, they don’t get the results they want. They end up putting off new revenue-driving projects and their business doesn’t grow. Discover how you can quickly fix your website so it brings you more revenue or clients right now!

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