Reason #1 — My product fits into more than one of these desires: Many products can be marketed toward getting a result in more than one of these desires, but your marketing message can only focus on one of them. Anytime you try to get your potential customer to believe in two things, your conversions will usually cut in half (most times by 90 percent or more). To target two different desires, you need two different ads leading to two different funnels. Only focus on one desire with each message you put into the market.
