As a marketer, you are faced with two fundamental challenges before you ever make a sale. Of course, you have to get your prospects’ attention and interest to start a conversation. But it’s just as important to keep that conversation going until they (not you) ultimately decide they are ready to purchase.
The former is the first micro-yes; the latter commences a series of micro-yes(s), or small conversions through a sales process, which will eventually lead to the macro-yes — your end goal.
The Micro-Yes Sequence is crucial to land that ultimate macro-yes. A common mistake we make as marketers: skipping the sequence. We ask the “big question” before the prospect is ready to say “yes” to the macro-yes; this only leads to a “no.”
In this Quick Win Clinic episode (recorded live at the MarketingSherpa Summit 2017), Flint McGlaughlin optimizes a landing page submitted by Inventory Source, a dropship automation software company, that overlooks the sequence of micro-yes(s).
~ Albert Einstein