Why I Hate the Stack
In the world of online marketing, the “stack” has become a popular technique for delivering sales pitches but this blog post, we’ll explore why the traditional stack method can be problematic and how you can create more authentic, engaging sales funnels that align with your values and resonate with your audience.
The concept of the stack involves piling on value by adding more and more features or bonuses to an offer, often repeating everything that’s included after each addition. While this method has been widely adopted and promoted by many big names in the industry, it’s starting to wear thin on audiences. People are growing tired of the lengthy, repetitive sales pitches and are tuning out before the pitch even ends.
The Problem with the Stack
The stack technique is built on the idea of overwhelming potential buyers with so much value that they can’t say no. Marketers add feature after feature, bonus after bonus, and constantly reiterate what the buyer will get if they purchase. This approach is supposed to build perceived value, but in reality, it often ends up being more of a turn-off.
Repetition Fatigue
One of the main issues with the stack is the repetition. After adding each new item to the offer, marketers often go back and list everything that’s included. This can become tedious and frustrating for the audience, who may feel like their intelligence is being insulted. They understand the offer the first time it’s presented, and constant repetition can make them feel patronized.
Example: Imagine watching a webinar where, after every new bonus is introduced, the presenter lists all the previous bonuses again. By the time they’ve added the fifth or sixth item, you’re likely feeling overwhelmed and perhaps a bit annoyed.
Audience Skepticism
Today’s audiences are more savvy and skeptical than ever. They can see through sales tactics that feel manipulative or insincere. When people recognize that they’re being subjected to a stack, they may become wary and disengage. This is particularly true for those who have seen similar pitches multiple times and know what to expect.
Example: If you’ve attended a few online webinars, you’ve probably noticed a pattern in how offers are presented. When you recognize the stack method being used again, you might be tempted to sign off early because you know what’s coming.
Misalignment with Values
For many marketers, the stack method feels out of alignment with their values. They prefer to sell in a way that feels genuine and respectful of their audience’s time and intelligence. They want to share offers and opportunities that truly help people, without resorting to gimmicks or high-pressure tactics.
Example: If you’re someone who values honesty and transparency, using a stack method might make you feel uncomfortable. You want your sales process to reflect your commitment to integrity, not just drive conversions at any cost.
A New Approach: Authentic Sales Funnels
Instead of relying on the stack, consider these alternative strategies to create authentic, engaging sales funnels that align with your values and resonate with your audience.
- Focus on the Core Offer
Rather than piling on bonuses and repeating yourself, focus on making your core offer as compelling and valuable as possible. Highlight the main benefits and features that your audience cares about most. Be clear and concise in your messaging, and trust that your audience will appreciate the straightforward approach.
Example: If you’re selling an online course, emphasize how the course will solve a specific problem or help your audience achieve a particular goal. Provide detailed information about what they will learn and how it will benefit them.
- Create Standalone Value
If you have multiple components to your offer, present each one as a standalone item. This way, each component is seen as valuable on its own, rather than just part of a bundle. This approach can make the overall offer feel more substantial without overwhelming your audience.
Example: Instead of bundling a course with several bonuses and presenting them all at once, you could introduce the course first. Then, later in your funnel, present each bonus individually, explaining its unique value and how it complements the main course.
- Use Scarcity Tactics Wisely
Scarcity can be a powerful motivator, but it should be used authentically. Create legitimate deadlines or limited quantities that make sense for your offer. This helps create urgency without feeling manipulative.
Example: If you’re launching a new coaching program, you might offer a limited number of spots to ensure you can provide personalized attention to each participant. Communicate this honestly to your audience, and they will understand the value of acting quickly.
- Personalize Your Messaging
Tailor your messaging to address the specific needs and concerns of your audience. Show that you understand their pain points and have a genuine solution to offer. Personalization helps build trust and rapport, making your audience more likely to engage with your offer.
Example: Use email segmentation to send targeted messages to different segments of your audience. If you know that a portion of your audience is interested in weight loss, tailor your messaging to highlight how your fitness program can help them achieve their goals.
- Build Trust with Testimonials and Case Studies
Instead of relying on the stack to build perceived value, use testimonials and case studies to show real-world results. Let your satisfied customers speak for you, sharing their success stories and the impact your product or service has had on their lives.
Example: Feature video testimonials from clients who have experienced significant transformations thanks to your program. Written case studies with detailed results can also be very compelling.
Authenticity Over Gimmicks
The traditional stack method of sales may have worked in the past, but today’s audiences are looking for authenticity and genuine value. By focusing on the core offer, creating standalone value, using scarcity tactics wisely, personalizing your messaging, and building trust with testimonials and case studies, you can create sales funnels that resonate with your audience and align with your values.
Remember, the goal is to build relationships and provide solutions that truly help your audience. When you approach sales with integrity and respect, you’re more likely to attract loyal customers who appreciate your honesty and are eager to engage with your offers.
