The 40/40/20 rule

If I asked you what’s the most important aspect of your funnel what would you say?

The copy?

The funnel itself?

The “unique mechanism”

Typical answers but unfortunately they're wrong.

In today’s email I want to talk about the 40/40/20 rule and how this simple framework can help you collect more revenue without creating new products, or changing your funnel.

So what is the 40/40/20 rule?

40% authority, 40% offer, and 20% copy.

In simple terms someone who has immense authority, and a no brainer offer will run laps around someone with just great copy.

Here’s why…

If we look through the lens of direct response (eliciting a response today not tomorrow from a complete stranger)

What really causes someone to make a buying decision?

It’s an irresistible offer that people believe will help them achieve a specific outcome.

The key here is belief.

I have a saying that I typically tell the sales teams that I work with, “all objections are absolute if you create enough belief”.

And you can insert belief into a prospect by being an authority in your specific domain.

This belief comes from case studies, results, competence, accolades, and a story that shows a transformation. 

In many cases that’s all you need in your funnel - an irresistible offer, and an undeniable authority. 

I’ll give you a prime example…

A few months ago I launched a cold traffic funnel for a startup I was working with and it went on to generate over 8-figures in sales.

Now most people would assume to pull this offer you need a well designed funnel, with multiple steps, and David Ogilvy level copy.

But the reality?

It was just a 30-second ad to a 3 minute VSL.

Not a whole lot of copy.

Just the authority from the results this product created for its customers, and a no-brainer offer that solved a burning issue.

It was that simple.

In short, this is the most powerful lever you can pull in your funnel.

Tomorrow I’ll talk about how to craft irresistible offers (and no it’s not the $100M offer framework that all the newbies rinse and repeat).

It’s a timeless based offer structure that the OG’s of the game have been using for decades and it’s surprisingly simple.

Talk soon,

Malcolm

P.S: If you have a high ticket info product doing over $100K/mo or you’re spending over $30,000 per month on ads, reply to this email - starting Monday I’ll be onboarding beta members to my new SAAS. And if you’re running paid traffic to a call funnel it can help you increase your ROAs drastically and predictably and consistently attract your most profitable customers (so you don’t burn your ad budget or have to spend countless hours getting opinion based feedback from your sales team)