Wednesday, November 01, 2023
I often dislike when we call it a “digital” marketing funnel. It’s just a funnel, it’s just media. It’s traffic going through a placement. The online crowd has made “digital” so famous that they think offline is dead.
To create a high converting funnel you must start with the offer. Now let's cut through the BS and get right to the point. We're not here to hold hands and sing Kumbaya; we're here to make money. In the world of business, particularly direct response marketing, if you aren't making compelling offers, you might as well be handing your money over to your competitors. Period.
Before you even think about making an offer, you need to know WHO you're making it to. Dive deep into their pains, desires, fears, and dreams. You need to know your customer better than they know themselves.
What keeps them up at night? What gets their heart racing?
If you don’t know, you’re shooting in the dark.
Forget the overused "10% off" or the meek "buy one get one free". Those are for amateurs.
True value comes when you give them something they can't resist, something that'll make them think, "If I don't take this offer, I'm an absolute fool."
Make your offer so irresistible, they'd have to be crazy to turn it down. And usually it’s by a problem that’s costing them more than what they’ll be investing with you.
Listen, humans are wired in a peculiar way. We always want what's scarce. We can’t stand the thought of missing out. Use that! Limited time offers, limited quantity deals, or exclusive bonuses just for the first few takers. Make them feel the urgency.
One product? Meh.
But put together a package that solves multiple problems for them? Now you're talking.
Take products or services that complement each other and bundle them up. This isn’t just about selling more; it’s about providing a comprehensive solution.
This is for the fearless marketers out there.
Offer a rock-solid, no-questions-asked, money-back guarantee. Make the buying decision a no-brainer for your customers. Let them know that the risk is all on YOU, not them.
The market is constantly changing, and so should you. Test different offers, prices, bonuses, and see what gets the money rolling in. Don’t get complacent.
Once you’ve created the offer, now you can go on your merry way to building your funnel. You build your lead magnet, you build your upsells and downsells and depending on what you're selling you’ll utilize different funnel models.
If it's a high ticket offer you’ll take ‘em to a call, if it’s low to mid ticket, you’ll take ‘em to an event. And selling the room. It is fairly simple, although I must say, it is a rookie mistake if you think you are going to break even on the front end.
Just because you spend $100 on ads, doesn’t mean they’ll pay you $100 right out of the gate. It doesn’t work. Only a small percentage of people will. Hence why ascension models work so well. And you gotta have a higher AOV (Average Order Value) or LTV (Lifetime Value).
Once you’ve built the funnel – you want to make sure you have the proper follow up sequences, such as email, text reminders, and get them to consume whatever you’re giving them. I like a good mix of online and offline such as a sales letter with lift notes, along with a small gift.
Yes you’re going to be spending money, and he who can spend the most to acquire a customer, wins. Once you do all that, you’ll get to the stage where they are ready for your core offer.
Now it’s all about sales. How good you are matters – whether you’re selling from stage, selling in a virtual event or even one on one. You have to get them to believe that what you offer is the thing they need most and nothing else matters. You’re the way or there is NO way.
I teach a lot on this inside of my “Midas Touch For Selling” course, which you can get for FREE for being a part of my NO B.S. Newsletter at nobsletter.com. Inside I share my 19 secrets to exceptional selling.
Once you’ve done your job at sales. You’ve successfully built a high converting funnel.
Here’s a few things to keep in mind:
First things first: Clarity. I swear, if I see one more funnel that's as clear as mud, I might just lose it. You need to know who you're selling to, what you're selling, and why they should care. It's marketing 101, people. If your audience doesn't get it, you've already lost.
Second, the offer. If your offer is weaker than a wet paper bag, no funnel is going to save you. Your product or service needs to solve a real problem, and your offer needs to make that crystal clear. You're not just selling a product; you're selling a transformation. Get that straight.
Third, your copy. I've seen so much bland, lifeless copy that it makes me wonder if robots are writing it. Your words need to grab your audience by the collar and not let go. Write like you speak and speak directly to your customer's desires, fears, and frustrations. And for heaven's sake, make it interesting.
Next up, consistency and follow-up. Some of you are like fireworks – a big bang and then nothing. Consistency is key in nurturing leads through your funnel. And follow-up?
Non-negotiable. Most sales are made after multiple contacts, not the first. If you're not following up, you're not just leaving money on the table; you're throwing it out the window.
Lastly, testing and tracking. I don't care how good you think your funnel is – if you're not testing and tracking every element, you're operating in the dark. Split test your headlines, your offers, your emails. Track what works and what doesn't. Data is king in this game. Ignore it at your peril.
So there you have it. That is how I think of it when building a high converting funnel.