All right, so tool number one we're gonna talk about today is touchpoint theory. So the idea here is that the more touchpoints and channels and mediums your prospect experiences you through, the more familiar they'll be with you. And in turn, the more they'll equate that with trust. So the simple way of saying this is intimate intimacy ascension.
So as you ascend in the intimacy of your channels, you get closer to offer ascension, the ability to, um, present an offer, present an invitation, and have it well received with a higher likelihood of being accepted. So the main reason cold traffic or a cold prospect doesn't convert isn't necessar necessarily because it's someone new.
To you, it's because they've only experienced you through a single static video or a static page or a static medium. And what all this means is you're not yet real to them. And if you're not real to them, you can't have resonance, which is that XFactor we spoke about earlier. So the goal is to accelerate trust, familiarity, and ultimately resonance by having your prospect experience you through mediums and channels that ascend what we call the paid scale.
Because we like acronyms that equate to terms that we like to use. So this means personal, alive, intimate, and dynamic. This is what it looks like. So on the bottom left you'll see, um, static, dead and impersonal, one to many. So the vertical line there is the intimacy. You have personal one on one or you have one to many.
And on the horizontal plane you have static dead. So these are assets that you essentially, Um, create, you know, one time and maybe run it for weeks, months, or years. Or they could even be things you created on the fly, like a video message more personally, but it's still static and dead. There's not a dynamic exchange.
And on the right side, of course, you have dynamic and alive. That is something where there's actually an interaction and a conversation with your prospect, whether that's one to many or. One on one. So the goal here is that cold traffic will usually be getting something on bottom left. These impersonal one to many static dead assets like ads, landing pages, automated webinars, broadcast, emails, videos, podcasts.
And this is usually reserved for cold. And this is where you're earning potential lies. But if you wanna move closer to that hot, that warming them up and capturing. Earned revenue. Um, we're gonna wanna gradually move up to that top right where we increase in the dynamism of our exchanges, the aliveness of our exchanges, as well as the personal and intimacy aspects of it.
So this is just a good, broad overview of the different kinds of assets you'll be using. Ideally, as you get closer to the sale, moving in the direction of both more dynamic and alive and more person. And intimate. Cool. But the thing to remember here is that they all work together. It's not about saying things into bottom left are wrong or things into top left are wrong.
All of them actually do have their place. But the goal is there is an upward aim from bottom left to top right. And I'll give you an example, a one on one. Direct message without having first experienced you through an ad or a Facebook post or a blog actually isn't that valuable. It may be high on the paid scale, but it's not preceded by an earlier exchange, and therefore can feel intrusive and, and unwelcome instead of valued, appreciated, and something accelerating that.
Um, coaching the conversion element. So it simply comes down to channel switching, you know, and giving them an opportunity to channel switch into more and more intimate, um, intimate rungs, more dynamic rungs of that scale. So an example of how this might play out is an ad point someone to an article. So those are static.