inversion conversions

In case you don’t know:

Charlie Munger was Warren Buffett’s business partner.

He died last year at the age of 99 with a net worth of $2.6 billion dollars…

And was widely recognized as a brilliant thinker.

One of my favorite quotes from him is:

“Invert, always invert.”

Here’s what it means…

Looking forward isn’t the only way to solve problems.

In fact, it’s often easier to solve them looking backwards.

Let’s take copywriting for example:

If you want to become a better copywriter…

You can try to master all the elements of great copywriting…

(which takes years)

Or you can focus on avoiding all the common mistakes that lead to bad copywriting.

(which can be achieved much quicker)

That’s inversion.

This same lesson also applies to sales funnels.

You can try to include all the conversion elements to make people buy…

Or:

You can focus on REMOVING all the reasons why someone won’t buy.

Case in point:

A customer emailed me last week to say they had a hard time finding the price of my Thank You Page offer.

“What the heck??” I thought.

To me, it was quite clear.

But I knew if someone went to the effort of emailing me about it…

Chances are, many more people were having that same experience and simply abandoning the page.

So I looked more closely at the data…

And sure enough, I was getting lots of clicks to the checkout page, but not as many sales as I’d expect.

Woops.

I made a few changes to the copy and design so the price was more prominent…

And voila:

More sales started flowing in.

So, moral of the story:

Don’t forget to apply this mental model anytime you’re trying to improve the results of your sales funnel.

Sometimes it’s easier to solve the problem when you turn it upside down.

Jim Hamilton