Understand The Big Picture Before You Learn The Little Stuff

The internet marketing space is full of helpful and informative content that would be valuable to any marketer.

Often times however blog writers will focus on tips and strategies that are often part of larger marketing frameworks without addressing these ideas directly.

Unfortunately when people read these articles they do not know how to actually execute the strategies they’ve been reading about! This is because they lack an understanding of the guiding framework behind them.

They can’t see inside the mind of the strategist!

I want to help you construct a mental framework that will guide your marketing efforts so you can own your strategy and apply it to your funnel.

How To Create The Big Picture

Often times business owners start working on their funnel or their channels of traffic without focusing on the foundation.

There are some really important stuff that we need to get clear in our heads before we can even fathom tackling stuff like traffic and your funnel.

Look I know you guys are eager but hold your horses, it’s important to take a step back and work on some fundamental guiding stages that will improve your efforts down the road.

I found there are three stages you must go through to figure out and build the guiding foundation for your funnel strategy.

They are the following: identifying your avatar, crafting your million dollar message, and presenting your offer.

Your Avatar

Your avatar is the persona that you are targeting for your marketing efforts.

You need to develop a crystal clear idea of who they are, what they do, and where you can find them on the internet.

This is going to be helpful to know because your avatar’s criteria is going to guide your traffic building campaigns in future. You need to know who you are targeting for your funnel, before you start marketing on these channels.

Building Your Message

In order to build your message you need to identify your “core currency.” I am not talking about real currency, what I am talking about is the universal value that your business deals in.

What is the one defining problem that your company solves? You need to figure this out.

For example, if you are a digital marketer trying to decide which specialization to focus on for your business you may need to ask yourself, “do you want to be a paid search guru or an email marketing wizard?”

By finding your “core currency” you are finding and creating the identity of your business strategy.

To build the ideal marketing message, your message should be made up of one “core currency” and should promise a measurable result in a specific amount of time.

For example, “I will help you lose 20 pounds in 3 months” or “I will boost your engagement from 10,000 to 1.5 million in a year.” These are the types of messages you are trying to build. The core currency in these examples would be the “help you lose 20 pounds” or “boost your engagement.”

This is how you are solving your ideal avatar’s problem then you are applying a timeline to it and a measurable result.

Creating Your Offer – Building A Road Map

The goal of the offer is to make your messaging as attractive as possible. It should be as perfect as you can get it, but even if we can make our offer super effective that alone won’t convince your prospect.

You have to show how you are going to get the result. You need to use something visual as evidence. Creating an infographic can give your customer a roadmap of how you are going to obtain results.

Try these steps out for your own funnel. They may seem like easy steps but many entrepreneurs miss them along the way.

By building the guiding foundation of your funnel and identifying your avatar you are creating the targeting criteria for your channels of traffic.

Creating a perfect guiding marketing message will focus all your future marketing efforts. Then have a roadmap ready for your customer to strengthen your offer in your marketing copy.

By following these 3 steps you are setting your funnel up for even greater future success.


Action Steps

  1. Identify your ideal customer answer the following questions to target them: Who they are? What do they do? and, Where can you find them?
  2. Identify your “core currency” and craft your message by stating that you will deliver on your “core currency” resulting in something measurable in a specific amount of time.
  3. Craft your offer by showing your customer your roadmap to achieve the result you promise in your messaging.


Result You Will Achieve

Build the foundation of your marketing message and apply it to your funnel. This will guide all your funnel copy and marketing messages going forward making your offer stronger and carry more weight.

Mentor: Aaron Fletcher

CEO of The Fletcher Method. Aaron has become the “go-to” sales and marketing expert to small business owners, startups and entrepreneurs including Nolo.com, Caring.com, and Jay Abraham.

This article is based on an EHQ interview with the mentor.