The Prosecutor's Method of Marketing Funnel Construction

"The Prosecutors Method of Marketing Funnel Construction"
 

As a fan of real crime stories and high-profile court cases, I've always enjoyed watching a good prosecutor in action.
 

If we boil down the essence of an effective message within a marketing funnel we'll find something very similar: an undeniable logical and emotional argument established by a string of assertions and claims each backed by a preponderance of proof.

In other words, laying out the message of your marketing funnel is very similar to what a prosecutor does when laying out the message of their case.
 

"What does the prospect need to believe
at the end of my marketing funnel to buy?"
 

Answering this question is essential since the entire message of your marketing funnel is then going to be engineered to establish those beliefs in the mind of your prospect.

What are you going to say, claim, or assert
for each thing you want the prospect to believe?

For instance:

Using our prior Facebook Advertising example - maybe I need the prospect to believe that they'll have an easier time getting started with Facebook Advertising than any other paid traffic platform.

just like a prosecutor, be sure to prove beyond a shadow of doubt everything you want the prospect to believe.
 

Finally, once you're confident you've made your case, it's time to present your closing argument. In a marketing funnel this is when you present the offer and give the call to action.