Your buyers do not move from “never heard of you” to “I fully understand your product, market, model, and brand and want to give you money” in one go.
They move in micro‑beliefs:
Your funnel has to earn those in order.
The Rule of One
Pick:
Then ask:
What is the one belief this asset is trying to create?
If you cannot answer that in one line, you are asking the message to do too much.
A cleaner sequence usually looks like this:
Each asset earns one belief and hands the lead to the next stage.
The three most common “too much, too soon” patterns
From reviewing a lot of funnels, three patterns show up over and over:
- Hero tries to explain vision, product, roadmap, and philosophy.
- Result: people bounce before they ever feel “this is about me.”
- Hero tries to explain vision, product, roadmap, and philosophy.
- Result: people bounce before they ever feel “this is about me.”
- Ads list 5–7 features to “show depth.”
- Result: nobody remembers any of them.
- First touch pushes “book a demo” or “talk to sales.”
- Result: most of your buyers never get far enough to understand why it is worth their time.
None of these are bad tools. They are just out of sequence.
How to fix it with a simple funnel map
1. Top of funnel — Hook
2. Mid funnel — Story
3. Bottom funnel — Risk removal
4. Post‑purchase — Payoff
If any stage tries to do the job of three stages at once, you are trying too hard too early.