Resistance is futile… and a factor in Marketing Experiments formula for landing page conversions.
Their formula: C=4m + 3v +2(i-f) -2a. (A brainstopper in itself.)
A summary: The number of conversions is equal to four times the motivation of the user, plus three times the clarity of the value proposition, plus twice the quantity of the incentive to take action minus the friction element, minus twice the anxiety of entering information. A more detail explanation can be found here.
For those less analytical, the formula from the prospect viewpoint is: “What I want, plus what you got, minus the hassle.”
But it got me to thinking that as marketers and sales people, not only do we need to focus on our segmentation and value proposition, but we need to avoid resistance. Being a sort of curmudgeon, there are large number of things that create resistance for me:
- The time of day
- Your interruption
- Your subject line
- Your unearned sense of familiarity
- Who you are
- Your yakking on about yourself
- Your failure to get to the point
- Your lack of humor or elegance
- The length of your email
- The number of calls to action
- The number of steps I have to take to find out more, if I am in your segment, and you do seem to have something of value.
This is why there are spam filters. Like drug resistance for pathogens in evolutionary biology, resistance is evolving and increasing to the ways we market and sell.
There are ways to minimize these “resistances.” But what if we eliminated them entirely?
What if we just provided easy to find, valuable information, for free when our prospects wanted it? Would that be giving into the Borg?
Do Great Things.
Lee Stocking
Prairie Sky Group
Making Sales Cry with Qualified Leads
lee.stocking@gmail.com
651-357-0110 (Cell 24×7)