July 25, 2025
PipemanRadio Discusses The Conversion Formula With Michael Barbarita
Dean K. Piper, CST and Michael Barbarita of Next Step CFO discuss Getting into the mind of the prospect by addressing two critical emotional issues using The Conversion Formula.
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Hi, you love done too?
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Sure? Why create young? This is the pipe Man here
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on the Adventures pipe Man W four C Y Radio,
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and once again we have one of my favorite expert
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guests on this segment. Positively Pipe Man here every Monday
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and Man, if you have a business, you need to
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listen to Michael Barbarita because he has a wealth of
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advice and strategies that are specific to.
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Your industry, your business.
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And on today's show, he's going to talk to us
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about the conversion formula. Now, I happen to love algebra
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and was very good at it, so I like formulas.
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Okay.
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So, but there's probably a lot of you say, oh,
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I didn't like algebra or I love the people that said, hey,
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I'm never gonna have to use algebra in my life.
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I don't agree with that. I don't know if this
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is algebra, but this is the conversion formula for success
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in your business. So take it away, Michael.
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Thank you very much, Dan, thank you again for having me.
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You know, when we were doing research for our book,
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nothing resonated with us in terms of helping the business
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owner improve their messaging. We look at we were researching
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all over the place. We had to go all the
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way back to nineteen thirty one.
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Wow, and yeah, and.
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We found something that finally resonated with us that we
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could work with. And it was what we found is
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that it was stated that the keys to successful marketing
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is that you have to get into the mind of
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the conversation that's taking place in the mind of the customer.
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Now you know that's he's just said, then done, and
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but but the point is is that that's what resonated
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with us, and it also to expand on it further
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to enter that conversation that's taking place in the mind
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of the prospect. It's based on two emotional issues. Number
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one is the problem they have that the customer has
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that they don't want. They got this problem, they don't
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want it, they got they want to get rid of it.
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And two, the solution that they want that they can't find.
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So the problem that the customer has that doesn't want
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solution they want they can't find, that's how you can
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enter the conversation that's taking place in the mind of
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the customer. So what we did is we took it
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one step further and we created what is called the
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conversion formula. Now, the convert formula is a four step
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formula that converts prospects into your into whether it's prospects
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into your sales process or prospects into your closing process.
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It works the same way, but it is a convergent
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technique and it's a messaging strategy, which is in my
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view one of the most important things is messaging, not
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what platform you're on and all that. So the formula
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is a four pot formula. It needs to be done
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in the right order, otherwise it doesn't work like any
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other you know formula, and it's you know, if you
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have water, water is H two O two pots hydrogen,
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one pot oxygen. If I give you one pot hydrogen,
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one pot oxygen, you don't. I don't know what you have,
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but you know water. No, So the formula has to
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be followed in the exact order, and the formula stops
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with what we call captivate. And captivate is that problem
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that the customer has and doesn't want that if that
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emotional first hot button, it's a headline, or it's the
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first thing that you say in your networking group. It's
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the first thing that your customer comes in a prospect
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comes in contact with when they come in contact with
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your company. So if that first thing, second step of
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the formula is called fast fascinate, and that's the solution
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they want that they can't find. So you captivate them
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with the problem. You fascinate them with the solution. And
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then the third step is what we call educate. You see,
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because you use those two emotional hot buttons. The problem
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they have, they don't want. The solution they want they
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can't find. Now you get their attention, because it's hard
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to get people's attention. But once you utilize those two
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emotional hot buttons and you do it correctly, you now
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have their attention where you can actually explain why your
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solution to that problem is superior to the competition. And
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if you look at the first three parts of the
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conversion formula, and if you understand that people buy based
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on emotion and then back up that emotion logically. The
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first two components are the emotional components to captivate, fascinate
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problem solution. The third is the logical component where you
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educate them on why your product is superior to the
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your solution is superior to the competition. So the conversion
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formula follows the way people buy based on emotion and
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backed up logically and then finally you hit them with
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the offer. And the offer needs to be very compelling.
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And I know that we're going to be covering the
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compelling offer in the future show I think the next show.
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But that that is where, you know, it's easy for
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me to say a compelling offer, but we have five
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components to a compelling offer that talk about in another show.
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But I wanted to focus strictly on the conversion formula.
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So that's that's our conversion formula, and this is what
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we use on squeeze Pa every every form of communication
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and including your incoming voicemail. So so.
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What made you come up with this formula? Like, what
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what studies did you find out that told you these
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are the components they are necessary?
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Well, it was a pop arat of studies. But but
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here's the thing. What what we were set what we
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set out to do is find a way, what we
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think is a relatively easy to understand way of explaining
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to the business owner the importance of messaging and here's
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how you do it. That I think was really that
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that's the crux of it. You know, we went deep
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into a lot of and like I said, I back
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to nineteen thirty one, I couldn't find anything that resonated.
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Wow.
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You know, with what with our thought process of trying
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to help a business owner understand that messaging is the
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critical component and how would they go about messaging? Is
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there a simple way to do it? And that's where
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we came up.
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With the conversion for them.
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And how many people do you run into in your
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career that really don't even know what their messaging is?
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You know what we found, Dean, is that ninety five
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percent of business and financial strategies use today are identical
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to your competition and they don't work. So to answer
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your question, ninety five percent, it's really it's a very
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true and inaccurate number. And if you look at if
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anybody who's listening owns a business and they go to
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their competitives website, they're going to see the same stuff
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that they're doing, the same stuff, great quality, high lowest price,
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great location, great experience. You know, we're family owned, all
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that stuff that the customer really doesn't care about. They
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care about solving the problem.
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Yeah.
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No, And you know it's funny you should say that
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because it amazes me how many people are the number
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one best bookseller.
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Like, have you noticed I've noticed that the other day
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I don't.
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I have not met and I've dealt with lots of
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authors through the years.
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I've never met an author that's not a number one
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best book and best seller. I'm it like boggles my
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mind how everybody's number one, you know, And I see
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it in this industry too. It's like people that claim
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that they're the number one podcaster and like according to
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who your your wife or your husband or you know,
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like I mean, because they don't have anything. But and
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what's interesting about that? I used to see it in
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the financial business too, you know. I would pick these
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money managers that were ranked number one for like the
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past fourteen years. A man I put my clients money in.
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They lost money, but they never lost money before. And
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I was always even in that business where it's regulated,
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it's like, how do people get away with stuff?
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And what I found?
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Okay, it's gonna be interesting if you didn't know already.
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But in the investment business, there's actually a term that
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allows you to fluff it a little bit, and that's
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called puffery, and puffrey is not against regulations really. Yeah,
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So like if you do some yeah, So if you
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give something that's not factual, okay, that's against regulations. But
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some things can be subjectives that are puffery. Or if
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you add, okay, this is something you can do. You
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can add in my opinion. As you add in my opinion,
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it's like you didn't just give a fact ay, or
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it's just even here when we're doing podcasting, Okay, it's interesting.
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So YouTube is very strict on what people say that
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maybe untrue, unfactual, violates certain things. And so basically when
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you read on YouTube how to avoid getting strikes or
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getting your stuff taken down, one of the big things
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it says is we won't take it down if it's
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your personal experience, your story, or in your opinion, and
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so it it's all over like that. So yet everybody
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in your industry is probably saying they're the number one
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bug killer to the number one car dealership, and maybe
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in some survey somewhere they are, and that's how they
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get away with it, you know, you know, it's like,
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but I think we have to dig deeper than that.
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And the uniqueness, like you said, see, the fact is
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is if you're entering an industry and you're doing exactly
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the same units of your competition. Why do the people
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at your competition need to come to you if you're
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doing exactly the same they don't.
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That's right, that's right. And quick question I add to that.
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The word could in the investment world, like you could
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make a hundred times, is that it seems to be
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allowed too write.
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It is allowed as long as you balance it with risk.
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So it always used to be he always used to
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be like this, okay, So you invest ten thousand with
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me right now.
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If this does this, you could make this okay. So
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you're adding these variables if it does this, okay.
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But then you also in that business have to go
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to the other side and say, but understand that you know,
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without risk there is no reward, and so you could
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also lose your.
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Money, you know.
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But going back to one of your steps, the offer,
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the offer, This applies to financial business, toy, because I
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did it a million times, okay. So if I could
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tell you that you could risk ten thousand dollars and
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you might lose it all, but you wouldn't lose more
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than ten thousand. But if this did this, you could
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make fifty thousand. Would it be worth it to you
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to risk the ten thousand to make the fifty thousand.
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They'd say, yes, great, let's get started. And basically, you know,
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what you're saying to them is you're making a much
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better offer that is tempting to them.
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That doesn't necessarily have to be. It's factual if the if.
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Happens, but whether that if happens, yeah, and you never
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know too, because like you look at gold right now.
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I was I had people in gold at one hundred
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and fifty dollars an ounce. Would I have ever believed
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in a million years it would be at thirty three
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hundred bucks an ounce? Never in a million years. I
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was like, I remember, it was like fifty two was
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the old time high. That's because the Hunt Brothers cornered
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the market. But and so I used to pitch that,
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but I'm like, but it's never going to get to
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fifty two because that was an anomaly. But I'm sure
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you'd agree that from one hundred between one hundred and
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fifty and fifty are not fifty two. That was a
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silver gold eight hundred, I mean eight hundred ounce, you
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know between you know, one hundred and fifty and eight hundred,
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I'm sure you'd agree that you'd have a pretty good
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chance of making money, right, you know, stuff like that,
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and so yeah, it's interesting, like you make the offer
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has to definitely outweigh the risk is the first thing
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I think.
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Of, right, absolutely, And you know, one of the things
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that we do a dean is inside reality versus outside perception.
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The inside reality of most companies is that they're fantastic
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yeah all right, and that they they really do some
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really great things. But the outside perception is it's just
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like everyone else because of their messaging.
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Yeah, you know how I prove that one By the way,
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go ahead, people that want to be a guest on
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your show or my show or any show on this network.
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Because when I get guest requests, I say, so, why
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should you be on my show? And the number one
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answer survey said is because I have great content?
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Do you know what? Do you know what? My response
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to them when they say that is.
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So did everybody else?
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183
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184
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185
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186
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189
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190
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191
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192
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194
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196
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197
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199
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200
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201
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213
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231
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234
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235
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