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Specific processes can be used to convince someone to buy, do or be almost anything.

Agencies like the CIA & FBI use these processes to create local spies in foreign countries. Marketers use these processes to build armies of loyal buyers.


Think about Aston Martin, Omega & Armani. They are all premium brands with cult-like loyal buyers.

From the competitors and role models we just looked at, choose one. We are going to dissect their processes.

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When a brand creates a cult-like following, they don’t march around demanding people buy from them. They use a communication strategy that lures the buyer to make the final purchasing decision. To deconstruct a communication strategy with the cunning eye of an expert, you and I will rely on Adi Soozin’s Content Evaluation Worksheet

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To find a “winning” piece of content to study, watch the first few minutes of this tutorial.

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What is the “type” of the piece of content that you selected?

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Where in the funnel do you believe the reader of the content is expected to be?

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What is the goal of this piece of content? What is the call-to-action (CTA)?

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What demographic & psychographic information can you deduce about the intended reader?

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There are 19 specific formulas shown to convert speculative outsiders into loyal buyers. Do you know which one was used in the piece of content you are analyzing?

Not yet, no

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Which psychological triggers did the author include in the piece?

I have no idea

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If you repeat this analysis with a few pieces of top ranking content you will soon be able to map out their entire funnel.

Done

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