‘Want’ is superior to ‘should.’
People are drawn up the funnel by the power of your value
proposition expressed in a way that taps into their wants so they
can make a better decision and eventually make the
— Flint McGlaughlin, Managing Director & CEO, MECLABS
(This article was originally published in the MarketingExperiments
People often fail to complete the funnel journey because of poor
communication. In part 2 of this series on
high-converting copy, Flint McGlaughlin explained six common
mistakes copywriters make on webpages.
Now in part 3, he explains how you can remedy this by using four
elements that not only keep customers in the funnel, but also
propels them further up with increased momentum.
Flint draws on the example of a brilliant communicator — Ian
Fleming, author of the James Bond novels who used good copy to draw
people in and keep their interest throughout the story.
Throughout the session, audience-submitted webpages are reviewed
and optimized as well. Flint shows them how to improve their copy
using the four elements.
If you would like your own webpage diagnosed on one of our
upcoming YouTube Live sessions, you can send your website info
through this form, and we’ll try to fit it in.
If you would like to receive more detailed advice from a MECLABS
conversion marketing expert via a video conference, visit
our Quick Win
Consult page to learn more.
Here are some key points in the video:
Flint diagnoses problems with a headline about Coca-Cola.
Example of a brilliant communicator – Ian Fleming’s James Bond
The danger of “Apple Stacking”
The danger of assuming customers will follow your funnel plan
Why MECLABS inverts the customer journey funnel
How motivation is an internal draw
How brand’s power comes from the expectation associated with the
symbol of the offering.
How to use your value proposition to get customers moving up the
funnel against gravity
Don’t tell people what they should do, but stimulate what they
want – James Bond example
Live optimization – FFL Bound Book
Summary of the 4 elements of copy that increase momentum through
the conversion funnel
Live optimization – marketing services provider
Value Proposition Development online certification course –
Learn how to express the value proposition of all the elements
(images, copy, headlines, etc.) of a webpage