Whether it’s buying your product, booking a call, requesting a quote, or even opting in on a landing page or webinar.
Years ago I was introduced to Ryan Deiss of Digital Marketer right? Genius marketer. hands down, one of the best. Along the way I was introduced to his to his “Gain, Logic, Fear” email sequence. It’s a simple 3 part follow-up email sequence where the first email focuses on what the lead has to gain, the second focuses on what they have to lose, and the third focuses on pure logic.
Over the years building funnels and writing copy for hundreds of clients all over the world, and helping people grow their businesses online, I’ve expanded on that idea and realized how important it is to not just use Gain, Logic & Fear as an email sequence, but in every piece of messaging throughout your marketing.
The idea is that everyone makes their buying decisions based on either:
So my thought was… why stop with your email sequences?? Why not take that further and apply it to every piece of marketing that you have. The results? well, when you get it right they speak for themselves…
I’d challenge you to go back through all of your marketing, every email sequence, every video sales letter, landing page, sales page, every webinar, and do a bit of an audit to see whether or not you’re focusing so much on one trigger So much so that people who respond best to the others are being left out.
What I find most of the time I do these audits for clients is that they typically focus on one buying trigger throughout an entire sales page… throughout an entire email sequence. And what they aren’t realizing is that this simple adjustment in messaging can significantly increase engagement and conversions.
Think about it like this… When you’re writing ad copy… you split test the copy right?
You should be… and when you do, how are you deciding what you’re going to test? Are you just coming up with 2 headlines or descriptions that essentially say the same thing in different words hoping that one is somehow more persuasive or captivating?? Sounds pretty ridiculous right?
So instead, Why not write one for gain, one for logic, and one for fear and see what your audience responds best to? That trickles down and helps you with the rest of your funnel as well.
The biggest mistake I see with split testing funnels is people testing stuff like colors of buttons and stuff like that. that should be way down on your list of things to test. The copy is always the first thing you should test. The second biggest mistake is people testing the same type of copy, like testing 2 gain based headlines against each other.
A better strategy would be to test a gain against a fear, and test the winner against a logic. Now again the sales page needs to account for each of these triggers in some way, but when one becomes the clear winner you only want to lead with that, not go all in on it and throw the rest out.
So if Gain is your clear winner, you’ll structure the above the fold section, your first section, towards that, and then make sure you speak to the others below.
This is the same for a webinar, a video sales letter, everything. Now I’d test a VSL or a webinar with a different hook at the beginning using one of these triggers, but as far as the close goes, you should be covering all 3. You need to have at least 1 close that speaks to each trigger.
For example, Most webinars start by focusing on fear, or their pain points, then they introduce what they have to gain, and they validate that by showing its the most logical decision. Do you see how that works?
When you implement the gain, logic, and fear strategy correctly, you’ll be able to actually identify the WHY behind your conversion data.
Instead of saying, “yeah, you know, this ad worked better, this headline on my landing page was better, but I have no idea why” you can say “This ad worked better because my audience responds better to fear based triggers. They take action when I show them what they stand to lose every day they don’t take action”.
Do you see how thats more powerful?
So when you’re building out every piece of your marketing you want to make sure you have all 3 of these decision making triggers covered no matter what asset you use them in, but especially on sales pages, video sales letters, webinars, and email sequences.
If you want to see how I use Gain Logic & Fear in email sequences go ahead and download my Gain Logic Fear Email Template Here.
This aspect covers so many different areas of your Marketing Flywheel.
If you’re ready to start building your Marketing Flywheel, join the Flywheel Marketing Method Program, where you’ll get all of the training, templates, resources, and funnels you need.
If you want, I’ll even work 1-on-1 with you to help you build and launch your Flywheel so you can start growing your business today!
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