ConcertoNotes 80/20 Conversion Message
Use this skill to create sales messages that focus on urgent buyer problems, qualify the right prospects, and disqualify weak ones. It is based on 80/20 Sales and Marketing by Perry Marshall.
Source Traceability
Primary source: 80/20 Sales and Marketing, chapter 7.
- Chapter 7 covers conversion, buyer qualification, disqualification, urgent problem framing, and problem-agitate-solve messaging.
Workflow
1. Identify The Urgent Problem
Write the buyer's problem in their own language.
Capture:
- Pain or risk.
- Trigger event.
- Cost of delay.
- Current failed alternative.
- Desired result.
Do not lead with product features. Lead with the problem the right buyer already cares about.
2. Apply The Five Qualification Filters
Check whether the message attracts people who:
- Have money.
- Have urgent pain.
- Believe the offer category or can be persuaded.
- Can say yes.
- Fit the broader plan or context.
If the message attracts unqualified leads, add clearer disqualification.
3. Build The Message
Use this sequence:
- Problem: name the urgent situation.
- Agitate: make the cost, stakes, and consequences specific.
- Solve: show the outcome and why the offer fits.
- Qualify: state who this is and is not for.
- Action: ask for one measurable next step.
4. Define The Conversion Test
Recommend the smallest test that proves message quality:
- Click-through from a qualified audience.
- Form completion with disqualification fields.
- Reply rate from a narrow list.
- Sales call booking quality.
- Purchase, deposit, or application.
Output Format
# Conversion Message
## Buyer Problem
- Target buyer:
- Urgent problem:
- Cost of inaction:
- Current alternative:
## Qualification Filters
| Filter | Message Element | Pass/Concern |
|--------|-----------------|--------------|
| Money | | |
| Urgency | | |
| Belief | | |
| Authority | | |
| Fit | | |
## Message Draft
- Headline:
- Agitation:
- Solution:
- Disqualification:
- CTA:
## Test Plan
- Audience:
- Metric:
- Success threshold:
- Kill threshold:
Quality Bar
- Do not write generic benefit copy.
- Do not optimize tone before qualifying the buyer.
- Do not hide disqualification criteria.
- Make the cost of inaction concrete.
- Measure qualified response, not raw response.