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In her TED talk, Tricia Wang (a tech ethnographer!) does a brilliant job of showing how business like Nokia crash if they rely solely on technical solutions like “big data” and fail to incorporate human insight in their sales and marketing strategy. Big data are not always the right data.

Applying technology solutions to business problems has a place, don’t get me wrong.

BUT not all business problems are technical problems that the right tool can fix.

Many startup entrepreneurs are playing with a bench that’s one person deep when they really could use a whole team with them. This “pain point” makes buying apps, which offer timesaving technical solutions, seem brilliant!

Let’s take a look at the tech solutions of funnels for example…

Hundreds—maybe thousands—of folks are raving about actual results they’ve gotten from using ClickFunnels.

And as a colleague of mine noted:

“I was sold on using [ClickFunnels] because of tangible results within 72 hours of getting the trial… I have been doing online marketing for offline business for a loooong time, so when I came across ClickFunnels I already had clients, successful Facebook and Google Adwords campaigns driving traffic, and some good websites with good copy to drive that traffic to. Having all the elements in place and simply introducing ClickFunnels and some funnel-inspired methods, I was able to see immediate mind blowing results, and booya!…. I was sold!

As demonstrated at the Funnel Hacking Live 2018 event, I know that the technology for building sales and marketing funnels is incredible and improving all the time.

But not everyone is happy with the technology. In fact, some people are disappointed and disillusioned by funnels, complaining that they don’t work. My bet is that those who are using funnels and not getting results they want have a human problem, not a technical one.

Human insight—finding your story, knowing your ideal client, identifying pain points, and locating the perfect target market—requires a qualitative vs. quantitative approach. Based on my own qualitative research experience, this takes time-on-task for introspection and patience as answers emerge.

Humans are the reason you’re developing the WHAT and the HOW of your offer, right? But who are these humans? They are the target market you want to attract. They are the WHO you’ll serve, and they are want the results that your offer will provide.

Here are a couple of the human-focused tips I recommend:

  • The offer you create is the vehicle for helping your ideal client get the result she/he wants.
  • The belief you present, which is your story and the sales message for your offer, relates to how you’ll deliver it.
  • When you are creating a new opportunity for people (those humans who are looking for what you want to give), you need to get customer input! With the feedback you receive, you’ll be able to tweak and adjust your offer.

The answer you’re after is probably a hybrid that requires both human and technical solutions.

So don’t blame the tech and check to make sure you’re not missing the human element!

In the interest of transparency, I’m a ClickFunnels Certified Partner and absolutely love the platform and the folks who are part of this business. Check out ABEM’s “Resources” page if you want to know more about their product and services. 100% of the profits from affiliate sales go to support The Stardust-Startup Factory, a 501(c)(3).

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