The Desert of Arizona
Partly Cloudy 67 Degrees
There’s a lot of talk about marketing funnels lately. I have to say, I kind of gave up on that whole thing.
From my perspective, a “funnel” is something you shove sausage through when it’s being made. But when you are dealing with human beings, ask yourself if YOU want to be put through someone’s “funnel.” Of course you don’t. No one does.
I confess, I did used to think about marketing this way. And by “this way” I mean completely backwards. I used to think of it from my perspective instead of the perspective of my future customers and clients.
That simple shift alone is a very powerful one to make. Not many people do, because it’s just too hard to get out of your own head. It’s too hard to put what you want SECOND in your priority list.
The really smart people figure out how to create a system that gets you what you want as a natural byproduct of delivering what others want.
You can make this shift by asking different questions:
Instead of “how do I get them to do X,” you ask “what would they naturally want to do?”
That creates a journey that feels very different for everyone. It shifts your perspective from looking at things from your end to looking at things from their end. AND it changes the feeling from coercion to attraction.
Think about the Yellow Brick Road in the Wizard of Oz movie.
Despite all of the obstacles along the way, Dorothy WANTED to keep going down the road. Why?
Because she wanted the thing she thought was at the end of the road: THE WIZARD.
That was enough to pull her through thick and thin. Even flying monkeys weren’t enough to keep her away.