If you have a lot of brokies and people who can’t afford you are populating your funnels, this is why. This very simple but often ignored idea called stages of awareness. And what a lot of people do is completely ignore them. And so what happens is they start marketing and they talk to the pains and the problems. And then they have a ton of people come through their funnels, their systems, attend their webinars, attend their events, who can’t afford it, aren’t ready and don’t actually understand it. So their conversion rates reflect. When you match the contents of your offer with the stage of awareness, then what you find is that you can sell to every stage of awareness. The variable is the time. Solution-aware buyers buy deliverables. So solution-aware buyers, they know what they, they sense what they need, they have a pretty good idea of what they want, and they’re looking for the solutions that match that. So your offer needs to contain the deliverables, the really dry, this is exactly what happens, this is what we do, because the people can match that with the outcome that they ultimately want. Problem-aware people usually have multiple problems, not enough leads, not enough customers, too much weight, etc. And they buy promises. So problem-aware people aren’t fully convinced about the solution, and so they’re not directly buying it, but they’re buying the desirable outcome, so they’re a lot more feelings-based. So this is a promise of, like, if we work together, this is what gets done over this time period. Unaware people shouldn’t even be anywhere near the offer because they’re utterly unaware of it. And a ton of people have a lot of pain and problem-aware marketing, but then they have solution-aware offers where they talk about deliverables and the things that happen. The key is matching the offer with where people are, and you can predominantly sell quickly and easily to people who are solution-aware and ultimately problem-aware. Pain-aware people should be kept at the top of the funnel. They should be communicated with. They should be kept beliefs, values, helping them isolate, helping them diagnose exactly what the problem or the opportunity, which is another word for problem, might be. So when you have both promise and deliverables in an offer, what you find is that the offer should convert at about 30% of people who actually see it because those people both know what they want, but also they’re buying the outcome that you actually give them over time. So when you actually understand the stage of awareness, things like calls and a lot of the complexity that a lot of people put in their funnels can ultimately be removed because you’re matching the offer, the things that happen, the things that you do with exactly where they are.