Info Is The Enemy

Information is the enemy when you’re selling.

Hey It’s Max.

Was talking with a client the other day and something interesting came up.

We were looking at the marketing funnel he used to run — and comparing it to the one we set up.

You know, all the usual stuff: landing pages, emails, Google Ads, Meta Ads, SEO… the whole nine yards.

He looks at both setups side by side and says:

“What we’re running now feels so much simpler. You sure we shouldn’t add a few more layers? Not sure if customers are getting enough information.”

(Keep in mind, the new funnel is outperforming the old one by 3x.)

So I told him something I’ll tell you too:

Information is the enemy when you’re selling.

You obviously can’t sell without it —but business owners constantly overestimate how much information a prospect actually wants.

They try to save a drowning man…by throwing him an entire fleet of lifeboats.

Kills the sale instantly.

And then they lose to someone who didn’t confuse them.Someone who didn’t overload them with “facts,” “data,” and “proof.”Someone who just threw them a life vest instead.

If your roof’s leaking, you’re not looking for:– the history of roofs– the 612 things that could go wrong with one– the medieval origins of the roofer profession– or how many certificates your roofer owns

You’re looking for someone who can stop the leak.

That’s it.

Whoever gets you there faster and simpler usually gets the sale.

So if you’re staring at your current setup, chances are you don’t need to add more complexity. You probably just need to cut away the noise.

Get to the point quicker.

Lean and mean.

Talk soon,

Max