The Importance of Pre-Marketing in Sales Funnels
After exploring these concepts for the past decade, Russell Brunson reveals that the key to scaling a business is not what many might think. The difference doesn't lie in:
- The products you sell.
- The type of business, whether online or physical.
- The traffic you generate.
- Sales copywriting.
- Have a high converting website.
- Product launch methods.
💡 The real difference between having a six, seven or even eight-figure business lies in understanding the phases of the funnel and how to successfully monetize at each point along it.
All about Pre-Frame
Pre-framing is the process of influencing your audience's perception before they interact with your offer. Imagine you want to ask your wife for a favor. You could say to her, "Wow, you look beautiful today. Thanks for watching the kids tonight - do you mind if I spend some time with my friends?" By starting with a positive pre-frame, you increase your chances of getting a favorable response.
The Influence of Traffic Origin
Understanding where your visitors come from and what they experienced before coming to your site is crucial. For example:
- If someone comes from a site that says, "Russell Brunson is a scammer," that person is likely to have a negative perception and be difficult to convert into a customer.
- On the other hand, if someone comes from a site that says, "Russell changed my life and my business," that person will be more likely to trust and buy.
💡 The trick is to control the frame through which your traffic passes.
Example of the Pre-Framework in Action
In the book Sway: The Irresistible Pull of Irrational Behavior by Ori and Rom BrafmanIn a study at MIT, economics students were presented with a substitute professor with almost identical biographies, except for one sentence: one half described him as "very warm" and the other half as "quite cold". Students who received the "warm" biography perceived the professor positively, while those who received the "cold" biography perceived him negatively. This study demonstrates how a simple pre-frame can change perception.
How to Pre-frame Presentations to Increase Sales
Russell found that sales of his products improved significantly when he was presented in an elaborate way, highlighting his accomplishments and who he is. He created a video presentation (pre-frame) that controlled how it was perceived, resulting in consistently higher sales.
How Pre-framing Works
Phase #1: Determine the Temperature of the Traffic
There are three types of traffic: hot, warm and cold.
- Hot traffic: People who already know you, such as subscribers to your mailing list or loyal followers. This group already has a relationship with you and trusts your brand, so less effort is needed to convert them into customers.
- Mild traffic: People who don't know you directly, but have a relationship with someone who endorses you. These prospects have heard about you from others and have a neutral perception.
- Cold traffic: People who have no idea who you are, such as those who come through paid advertisements. These visitors have no prior relationship with you and may be skeptical about your offer.
Each type of traffic requires a communication approach different. Gene Schwartz explains it this way:
- Product awareness: If your prospect knows your product and its ability to satisfy their desire, your title should begin with the product.
- Conscious of desire: If your prospect doesn't know your product but knows his desire, your title should start with desire.
- Aware of the problem: If your prospect is not aware of the desire but is aware of the problem, your title should start with the problem and crystallize it into a specific need.
Phase #2: Configure the Pre-Frame Bridge
A pre-frame bridge can be an ad, an article, a video or a blog post. The goal is to prepare people before they get to your landing page.
- Hot traffic: A simple email or a post on your blog is enough. Here you can be more direct and present your offer quickly.
- Mild traffic: An endorsement from a partner or affiliate works well. These prospects need a little more information and validation before they will trust you.
- Cold traffic: You need to educate and build trust before presenting your offer. This can be achieved through educational content, success case studies and testimonials that show your authority and competence in the subject matter.
Phase #3: Qualifying Subscribers
To qualify subscribers, offer something of value in exchange for contact information. This can be a free report, ebook, webinar or educational video series. By offering valuable content for free, you can filter out people who are truly interested in your topic or product.
- Example: You can create a landing page where you offer a free ebook on a topic relevant to your audience. Upon signing up, subscribers log into your system and you can begin to nurture the relationship with additional content and offers.
Phase #4: Qualifying the Buyers
Once you have your subscribers' contact information, offer something of value at a low price to identify potential buyers. This step helps you separate those who are simply interested from those who are willing to invest money in solutions.
- Example: After someone subscribes to your free ebook, you can offer an online course at a reduced price. Those who purchase this course are your qualified buyers, indicating increased interest and engagement.
Phase #5: Identify Hyperactive Shoppers
Hyperactive buyers are those who are willing to pay more to solve an urgent problem. Offer upsells and downsells immediately after the initial purchase to maximize the value of each customer.
- Example: After someone purchases your online course, you can offer a premium version of the course with additional content and access to coaching sessions. You can also offer add-on products that increase the value of the initial purchase.
Phase #6: Nurturing and Upscaling the Relationship
Phases one through five take approximately 10 minutes. The following will have your customers referring you to their friends. Allow time for them to explore and use your product, giving them enough space to appreciate the value you've provided. Once they have recognized the value, you can move them to the next level.
This is achieved through email marketing campaigns, exclusive content and ongoing support.
- Example: Send regular emails with helpful tips, success stories and special offers. Keep your customers engaged and build a relationship of trust before presenting them with higher value offers.
Phase #7: Changing the Selling Environment
For high-priced products, change the sales environment to more personal methods such as phone calls or live events. This step is crucial to build a personal connection and demonstrate the value of your offering.
- Example: If you sell a high-value coaching program, schedule one-on-one sales calls with qualified prospects. During these calls, you can address their specific needs, answer questions and offer a customized solution.
Conclusion
If you have problems in your business, review each of these phases:
- What is the temperature of the traffic you are driving?
- What is the pre-frame bridge that you are taking potential buyers across?
- Are they qualified subscribers?
- Are you qualifying your buyers on the sales page and your hyperactive buyers on the additional sales pages?
- Are you nurturing and upgrading the relationship to match the buyer with the offer they really need most?
- And are you changing the sales environment for your high-priced offerings?
The most important thing is to treat each group in a personalized way to maximize conversions and the success of your sales funnel.
