Conversion = Intention + Connection
Conversion isn’t an accident. It’s not luck. It’s not a coincidence.
Short answer
Conversion is a predictable outcome achieved by aligning a brand's message with a prospect's specific goals. Success relies on building an immediate connection through clear value proof and the removal of all purchasing obstacles.
Key takeaways
- —Conversion results from the predictable alignment of prospect intention and brand connection.
- —Effective messaging must address the prospect's specific goals or problems immediately.
- —Success requires speaking the customer's language and telling a congruent brand story.
- —Reducing friction and removing obstacles makes the path to conversion easy for the user.
Conversion isn’t an accident.
It’s not luck. It’s not a coincidence.
It’s the predictable result of two things: intention and connection.
The prospect arrives with an intention.
A problem to solve. A goal to achieve. A desire to fulfill.
We must connect with that intention directly. Immediately.
Do it right, and conversion becomes predictable.
- Speak their language
- Sell their outcome
- Tell a congruent story
- Prove your value
- Make it easy
- Remove the obstacles
That’s how you build a connection that leads to conversion.