Here is a presell site with all the framework “bells and whistles” mapped to it:
What’s less evident from the illustration above is arguably one of the most important components of all.
Attract & Repel
A PS is rigged to do one thing really well:
To ATTRACT the POP (Pocket of People) you’re targeting.
This part you already know.
But as much as a PS works to ATTRACT the POP you’re targeting, it should also do the OPPOSITE:
It should be world class at REPELLING *everyone* else.
POP (Pocket of People) — a common audience, actively seeking a solution to a problem. This audience MUST be motivated, willing, and able to pay to relieve the pain that problem is causing them.
Remember, the goal of a PS is to CONNECT with a POP (pocket of people).
And to be world class at connecting on an emotional level, it also NEEDS to REPEL.
You achieve this by being POLARIZING.
Picking sides.
Not sitting on the fence.
Choose THIS or THAT. Then round up the troops.
Be pro-Donald Trump and anti-Joe Biden, or vice-versa. Don’t just pick a party, pick a candidate.
Your ability to identify and understand your audience on a visceral level will allow you to create natural filters with your marketing.
… and get the ATTENTION of the highest quality prospects.
At the same time, these filters will not only PULL your best people towards you, but they’ll also REPEL those people who do not represent your ideal audience and don’t align with your values.
Most marketers mess this part up trying to be all things to everybody.
Go NARROW and DEEP
They think they’ve chosen a side, but fail because they’re still too broad, always trying to attract more people instead of less.
They try to please too many.
They target too broad an audience.
And in doing so they only end up diluting their messaging by being too general.
Seth Godin, who I honestly believe can see into the future — said this a few years ago:
Does anyone read Time or Newsweek (being sold to anyone who will take them) anymore? And when they disappear, who will really miss them?
The problem is that they are both slow and general. The world, on the other hand, is fast and specific.
Is there a business here?
- Focus on issues that appeal to some, but not all.
- Have a very specific audience (call it a tribe).
… and this is where your marketing should start.
Go NARROW and DEEP (the narrower and deeper the better).
Identify a narrow category of people that have a very specific need.
Polarize your message.
Speak directly to that ONE GROUP of people, and…
IGNORE EVERYONE ELSE!
What you have to say on your PS will resonate more with people if you talk to them directly, addressing their specific problems, wants, needs or desires.
It’s impossible to do this when you go too broad and try to please everyone (I think I’m starting to sound like a broken record).
By trying to please everyone you’ll only end up alienating some of your best potential customers.
Ok, let’s look at the flow of a Presell Site.
NEXT: The Flow of a Presell Site