In this clip from the Action Seminar, Brian Johnson says that most people have the concept of “golden thread” all wrong, and this can make all the difference in your results.
Brian says:
How many people here have heard of the Golden Thread? Wow, John Carlton. This is your marketing, you should be teaching the Golden Thread. Alright, let me talk about this. I was actually gonna, I thought everybody would know about this, because I was gonna take a different approach with you, but The golden thread to me first of all, let me just tell you what most people say to me when I say, do you understand the golden thread or what is it?Â
And a lot of them say, oh yeah, I know the golden thread. Golden thread is this, somebody opts in on this page, and then it gets this email, and then when they get that email, it goes to this webinar, and then when they get to that webinar, it gives them this. And that’s the golden thread. No, not even close.Â
In theory it might be, but this is what the golden thread is. It’s a metaphor for the decisions, data, and the, I can’t say that, processes, technology, and human behavior that link strategy to results. I also like to put it as, you want to get somebody from point A in your marketing funnel as fast and as quick and as seamless as you can To being a buyer, whatever it takes to do that, and the more you add in that, and the more you take them off track or go somewhere, the more you start to tarnish the golden thread.
Each bend, twist, cut off of the foreground, reduces the quality of the gold delivered to the end of the process. I’ll see this a lot where, first of all, people will look at that chart I showed up there. That takes a lot of time. You shouldn’t be building out that big, huge flow chart in the beginning anyway.
But as we talk about the golden thread, just last week I was with a client in Scottsdale and they said, Oh after they opt in, I’m gonna, I’m gonna send them, they opt into a webinar, which we call a strategy session. Just the change in the webinar world, by the way, guys, makes a big deal on that. So they opt in for the strategy session.
And then he said, Okay, then I’m going to send them this video of this interview we did with so and then I’m going to send them this PDF. They haven’t even got to the webinar yet. And I said why are you doing that? It’s going to give them more benefits, give them more value. I want them to really feel good.
And I’m like, but these have nothing to do with where you’re trying to take them. You’re just going to confuse the situation. Or they’re going to get something and have a preconceived notion that this isn’t what I’m coming to webinar for.
Because you’re trying to connect those pieces with what you’re actually going to teach in the webinar.
And you can see how he just totally broke that golden thread or that psychological process that you’re taking somebody down. So, look into the golden thread, study it from a marketing standpoint. Excellent marketing and selling organizations are aware of the golden thread. And they have strived to align decisions, processes, and behaviors accordingly. Keep this in mind. If you guys have questions towards the end on golden thread, let’s definitely dig into that more. I’d love to get Stan and John and some of the other guys here.