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WTF #4: How To Get Content For Your Sales Funnels

As you can tell by now, there’s a lot of writing and content creation going into these sales funnels.

(if you haven't read WTF #1, WTF #2, or WTF #3 yet... please do that now because it will setup the rest of this post)

Content creation includes all the emails or engagements, the sales pages, video sales letters, product launch videos, webinars, ads, blog posts, YouTube videos, and beyond.

Even though you’re not going to sit down and create all of this in one day and your Interest Driven Sales Funnel will grow over time, it’s still a lot of work.

The good news is there’s a methodology for all this content creation that will help guide your success.

I’m referring to copywriting.

If you’re unfamiliar with the concept, you can find one of the best and most fun definitions for copywriting here: http://kopywritingkourse.com/what-is-copywriting/

For our sake, copywriting is the art and science of creating content, whether text, video, images, etc. that gets people to take the action we desire - clicking, buying, calling, subscribing, etc.

Copywriting doesn’t mean creating pushy, salesy, high pressure content. It’s about connecting with your customer and framing your content in a way that drives the action you desire.

By knowing copywriting is a “thing” and by having a basic understanding of how it works, you’re going to look at all the content you create in a new light.

You will start creating more engaging content that leads people down a path, where by the end, they’ll be excited to take whatever action you request.

While this is by no means an inclusive post on copywriting - there are people much smarter than I that have written books on the topic - I still wanted to take a few minutes to get you pointed in the right direction.

Having even the simplest understanding will help you tremendously.

Copywriting Formulas

Everyone loves formulas, right? All you need to do is follow them and boom! You’re rich!

Ok, obviously it’s not that easy, but formulas get you moving in the right direction.

Fortunately, there are hundreds of copywriting formulas to suit your every need. There are the “tried and true” formulas, some for long form copy like sales pages, others for one sentence ads, and everything in between.

These copywriting formulas work so well because they are deeply rooted in psychology. By following them, you’re able to hit on certain psychological cues, or angles, that really connect with your leads and customers.

The formulas help you cover all of your bases, and ensure you don’t leave anything out.

Google will be your friend here; simply Google “copywriting formulas” and start looking for one that resonates with you and the product or service you’re trying to sell. Some of these formulas have massive write-ups with tons of examples, you should never feel “stuck”.

A Few Popular Copywriting Formulas

Here are a few, very popular, copywriting formulas you may find helpful:

Before-After-Bridge

  • Before – What life is like before your product/service enters it
  • After – How great life is after your product/service is in your subscriber’s life
  • Bridge – Your product/service … aka … How to get to the “after”

Problem-Agitate-Solve

  • Problem – Identify the problem in your subscriber’s life
  • Agitate – Make the subscriber “angrier” about their problem
  • Solve – Present your product/service as the solution to this aggravating problem

Attention-Interest-Desire-Action (AIDA)

  • Attention – Grab your subscriber’s attention by being bold
  • Interest – Give your subscriber interesting information on the problem your product/service solves
  • Desire – Present the benefits of the product/service and provide proof it does what you say
  • Action – Ask them to buy

How To Use The Formulas With Your Emails (Action Series)

As I alluded to earlier, these copywriting formulas can be used in a variety of places. You can use them to help structure your sales pages, your ads, your blog posts, and of course – your emails.

You will typically use these formulas when you write your Action Series emails. Remember, copywriting is all about getting people to take action – which is exactly what we want from our Action Series. You’re no longer trying to gauge interest, you’ve done that via the Main Series, Specific Lead Magnet, click, pageview, etc. Now it’s time to get the individual to buy something from you.

How you’ll apply these formulas to your email marketing campaigns will depend on your audience and what you’re trying to sell.

Some audiences enjoy receiving long, thorough emails; others want a short blurb with a link to more information.

Complex or expensive products and services tend to take more “convincing” than simple or cheaper products and may require more emails to ensure you cover all the angles.

Here are a few ways to use these powerful copywriting formulas to structure your emails:

1 Email, Short

In this scenario, include the entire copywriting formula in one email … in as few sentences as possible.

The goal is to get people to click through in order to receive more information.

This scenario comes in handy when your audience doesn’t read long emails and/or mainly checks their email on a mobile device. They don’t have the time to sit and scroll through a long winded email.

For example (AIDA): Missing out? 99% of small businesses don’t have a sales funnel. Stop leaving money on the table! Click Here to learn more!

1 Email, Long

In this scenario, you would include the entire copywriting formula in one email, but it would be presented in several sentences and paragraphs – more like a sales page.

The goal is to really “sell” in the email. It can even link directly to the order form as opposed to a sales page.

This scenario comes in handy when you want to try a different angle than the normal sales page or if you’re trying to sell an affiliate product. (When you don’t control the sales page, but want to provide as much information as possible in your own voice before sending your subscriber to someone else’s sales page, this is a good method.)

Email Series

In this scenario, you break up the copywriting formula across several emails.

The goal is to introduce different angles to the subscriber to drive them to either your sales page or order form (if it makes sense to do so).

For example, with the problem-agitate-solve formula, the first email could talk solely about the problem your subscriber is facing. The second email would agitate the problem by relating it to emotion or what they’re missing out on by having this problem. The third email lays out the solution, ie. your product or service.

This scenario comes in handy when you’re trying to sell something complicated and/or expensive and you need more time.

Here are two pre-written Action Series that follow proven copywriting formulas. These will help you better understand this concept and get you moving in the right direction!

Conclusion

Sales funnels require heaps of content. Whether digital or physical; written, video or imagery; sales pages, ads or emails – no matter the medium, it’s a lot.

The good news is, if you follow the Interest Driven Sales Funnel concept, you don’t need to create all the content in one day. The system you develop is modular, meaning you can add a few pieces of content to your Main Series, then work on a Micro Sales Funnel for one of your products, then add a few more pieces of content to your Main Series, and so on.

Don’t let the sheer amount of content creation scare you. Let proven copywriting formulas guide your content creation. All you need to do is follow them, there’s no need to reinvent the wheel each time.

Finally, it’s always better to create your own content; however, you can certainly use the works of others for inspiration and guidance!

Continue Onward!

Having tons of amazing content doesn't mean much if no one is there to see it!

Click here to learn How To Fill Your Sales Funnel! (coming soon)

WTF #3: Micro Sales Funnels That Make You Rich!

We’ve made it to the part you’re probably most excited about – the Micro Sales Funnels!

(If you haven't already, please read WTF #1 & WTF #2 before getting into this article!)

These are the “typical” sales funnels you probably envision when you think of and read about sales funnels.

They’re the up-sell funnels, webinar funnels, product launch funnels, book funnels, call back funnels, and any other type of funnel you can think of.

Of course, every “guru” has their own take and twist on how these things can, and should, function; however, their goal remains the same – to sell something.

Now, let’s talk about these awesome funnels and how to use them!

Quick Overview

Above is an example of what a Micro Sales Funnel can look like.

No matter what the middle section contains, the Start and End will look the same.

The Start

The Start occurs when an individual shows interest.

But, what exactly does that mean?

Interest can be shown in a variety of ways:

  • Click – Someone clicks a link in one of your emails or on one of your ads, showing they’re interested in a certain topic, product, service, etc.
  • Pageview – When someone looks at a specific page on your website, it shows they’re interested in a certain topic, product, service, etc.
  • Purchase – When an individual purchases a product or service from you, it’s a dead giveaway they’re interested in a certain topic, product, service, etc.
  • Specific Lead Magnet – When someone opts-in to receive a Lead magnet for something related to what you want to sell. For example, a mini-guide called “5 ways we decreased Facebook Ad spending by 89%” – we know they’re interested in Facebook Ads.
    • Note: In Annex A you will find a Specific Lead Magnet plan that will blow your mind!
  • Phone Call / Reply – If someone calls or replies to one of your emails, depending on the reasoning behind it, it could certainly show interest in a particular product, service, topic, etc.
  • Survey – Similar to a phone call or reply in that someone is explicitly telling you what they’re interested in.
  • Points (CRM) – More “advanced”; however, if you’re using a CRM tool you can use points to gauge interest and trigger Micro Sales Funnels based on points. For example, if someone looks at your sales page 5 times, you know they’re highly interested and may just need a tad more persuasion - exactly what a Micro Sales Funnel will provide.

As you can see, there are many ways an individual can enter one of your Micro Sales Funnels.

After The Start (The Funnel Part)

After the Start, you have the “funnel part.” Again, this can look like pretty much anything; however, in the example above we use an Action Series and an Upsell Series.

  • Action Series – An email series that addresses the subscriber from different angles in order to try to “connect” with them and drive them to take action (make a purchase). For example, one email could be very logical and explain, by-the-numbers, why your deal is great. The next email could be a story about someone who found success with your product. Another email could be benefits driven and explain the results one can expect.
  • Upsell Series – A series of emails triggered by an action (purchase) and attempts to move them to the next logical step. For example, they purchase a $7 guide to solve a problem and the upsell is a step-by-step video course for $97.

NOTICE! WARING! READ ME!

As I've stated in the previous WTF articles, email doesn't necessarily mean "email" - it means engagement - ie. email, retargeting ads, phone calls, Facebook messages, direct mail, etc. And, you can do more than one at a time!!!

  • Send an email, use retargeting ads, send Facebook messages, and hell... if it's important enough... call them and/or send them direct mail! Got it?!
  • I say "email" because it's easy to understand; however, there are many, many ways to interact with your audience so, please keep that in mind!
  • Recommended Read: Email Marketing Is Dead! ... and it's going to be ok

The End

Just like the Start, the End will be the same no matter what the “funnel part” looks like.

If the individual entered into your Micro Sales Funnel from your Main Series – they will re-enter the Main Series and pick up right where they left.

If the individual entered into your Micro Sales Funnel via another source, ie. Facebook Ad to a Specific Lead Magnet or they made a direct purchase, they’ll start the Main Series from the top.

The “Simplest” Sales Funnel

This first Micro Sales Funnel model is even more basic than the example I outlined above; however, don’t let its simplicity fool you – there’s beauty in simplicity.

As with all Micro Sales Funnels, the Start is when interest is shown.

After an interest is shown, an Action Series is triggered. While I’ll go into greater detail on Action Series later in this article series, for the time being – an Action Series is a series of emails (engagements) that try and motivate the audience member to take action (ie. buy something).

Whether the individual performs the action we want them to or not, the funnel will end just like any other Micro Sales Funnel. The individual will either be returned to their previous location within the Main Series or, in the instance of a new subscriber, they will start at the beginning of the Main Series.

If the idea of adding any of the next few Micro Sales Funnel models sounds too daunting, try adding a few of the “Simplest” Sales Funnels and you’ll start to see some amazing things happen!

For example, one of my students added seven of these funnels to his pre-established Main Series and here are his results:

The average open rate for his Main Series was 15.26%, Click-Through-Rate (CTR) was 3.58%, and Earnings-Per-Click (EPC) was $0.01.

While the open rate is a little low and he probably needs to address his subject lines, his emails have an above average CTR. This shows he’s able to gauge interest based on what links people are clicking.

Also, the EPC for his Main Series was only $0.01, which is perfectly fine. Remember, the intent of the Main Series is to gauge interest while continuing to build and maintain relationships.

The AS # represents the individual Action Series. In this case, each Action Series was triggered after an individual looked at one of his products’ sales pages. Each Action Series contained only three emails and most of the content was third party product reviews with a call-to-action (CTA) to visit the sales page and buy the product now!

Very simple.

However, as you can see, every Action Series outperformed the Main Series in open rate, CTR, and EPC by a landslide!

Again, all he did was add the “Simplest” Sales Funnels (Action Series).

He didn’t incorporate any up-sells or cross-sales. He kept everything really simple; however, his results have been tremendous!

Conclusion

The “Simplest” Sales Funnel is the starting point. This should be your first journey into the wild and crazy world of Micro Sales Funnels.

The good news is while they’re really easy to setup, they can make a massive impact to your bottom line!

The “Classic” Sales Funnel

The next Micro Sales Funnel is certainly the most popular and infamous; McDonalds built their empire based on it.

“Would you like fries with that?”

Yes, I’m talking about the “Classic” up-sell funnel.

This type of funnel is the true money maker because it directly increases customer order size, and thus, lifetime value.

Understand This…

I’m about to throw several different diagrams at you all named “Classic” Sales Funnels.

It may be overwhelming, especially if you’ve not seen something like this before.

Ultimately, I want you to understand the premise of the “Classic” Sales Funnel. If someone buys something, you try to sell them more. If they don’t buy it, you offer a down-sell or follow up and attempt to make the sale later.

No matter which of the fancy “Classic” Sales Funnel diagrams you’re looking at, remember - if your customer purchases something, sell more. If not, down-sell or follow up to sell later.

How To View This Type Of Funnel

Before getting into the fancy diagrams, I need to clarify how to view these “Classic” Sales Funnels as they can quickly become complex.

There are two perspectives to take into consideration when designing your “Classic” Sales Funnels:

  • Long-term: Emails or engagements between offers
  • Instant: Order flow (at checkout)

Due to these two different perspectives, these funnels can look very different depending on your business model, what you’re trying to accomplish, and your platform.

It doesn’t always make sense to include emails or other engagements between offers.

Maybe what you really want to sell is after the individual goes through this funnel.

For example, coaches will frequently use a “Classic” Sales Funnel to sell digital courses and training, in order to get people in the door. But, what they really want to sell is private coaching. Instead of really focusing on getting people through the “Classic” Sales Funnel, they just keep it really simple and place all their focus on a Product Launch Funnel, Webinar Funnel, or Call / Application Funnel.

Finally, in other instances, you may be limited by your particular platform and want to consider adding a 3rd party tool like ClickFunnels.

The “Classic” Sales Funnel Models

I call this first one the “Mega Classic” Sales Funnel because it’s about as complex as “Classic” Sales Funnels can get.

Basically, the big idea is this:

If someone buys something, you make another offer right away (at checkout). If they buy it, you make another offer; however, if they don’t buy it, you either down-sell or send emails (engagements).

9 times out of 10, your funnels will not be this complex. There are a lot of moving parts, which means it can break easily. A broken funnel isn’t going to do you any good.

However, I wanted to open your eyes to what is possible.

Conversely, this is also a “Classic” Sales Funnel:

Very simple.

This version would likely occur at checkout and can be considered an "order flow".

Basically, the big idea is this:

Regardless of whether someone buys the previous product, you’re going to make more offers. There won’t be any down-sells or follow up on previous offers – it’s either a yes or no on the spot, and that’s it.

This is essentially the McDonald’s funnel – the funnel starts when you purchase a burger, then they offer fries, then a drink, then to supersize it, then a sundae, and finally to opportunity to donate to a charity. Before you know it, you’ve spent $20 on a $1 burger!

More often than not, you’ll use a version between the “Mega Classic” and the simple funnel above.

One version that’s really popular in the Internet marketing world is the “Trip Wire Funnel”.

The theory behind this funnel is that as soon as you get someone to open their wallet and spend some money with you, they’re much more likely to continue spending.

It starts with offering a low priced product that’s too good to pass up called a “trip wire”. People buy this product like it’s going out of style and “trip” into your funnel where you sell your “Core Product” (what you really want to sell) and your “Profit Maximizer” (a high-end product or service that really rings the cash register).

A frequently seen trip wire is a free + shipping offer for a book. This works incredibly well because a physical book has a relatively high perceived value and opens the door to sell courses and coaching.

If you have a great complementary offer for the front-end, the “Classic” Sales Funnel model below may work well for you:

Basically, you work hard to sell your front-end offer (Offer #1) so they see Offer #2. Offer #2 is a complementary product to Offer #1, meaning it’s only really helpful if they’ve purchased Offer #1. Offer #3 is generally a stand-alone offer, meaning you don’t need Offer #1 or Offer #2 for it to be great, and it’s usually higher priced.

If they don’t purchase Offer #3 right away, they’ll be offered a down-sell and finally an Action Series in a last-ditch effort to make the sale.

Conclusion

The “Classic” Sales Funnel is the most popular Micro Sales Funnel because it works very well and can make a dramatic impact on the bottom line.

While the “Classic” Sales Funnel can look very different depending upon your unique setup, its purpose remains the same – to sell more. This, of course, can be accomplished across a wide timeframe through emails and other engagements and/or instantaneously at checkout.

The Product Launch Funnel

The Product Launch Funnel is wildly popular for more expensive products, like digital courses.

It’s typically three content based videos, that entertain and educate, and concludes with a fourth video that makes the offer.

The general flow is this:

Someone shows interest in your upcoming product launch by opting-in, clicking a link, viewing a page, etc. – all the normal “interest gauging” triggers.

From there, they receive a few emails (engagements, ie. retargeting ads, text messages, Facebook messages, etc.) directing them to video 1. After they watch the first video, they receive emails about video 2. They watch it, and then receive emails about video 3. They watch it and then receive emails to video 4, which is typically a Video Sales Letter (VSL).

The power behind this funnel comes from two key aspects:

First, this funnel provides insane value in videos 1-3 by giving away your “best stuff”. If you do these videos right, it will make your offer a no-brainer. People will think, “If his free stuff is this amazing … I can’t imagine how absolutely incredible his paid stuff is!”

The second source of this funnel’s power comes from the Launch / Cart Open phase.

During this phase scarcity is introduced because the cart will close.

There are a few ways to close the cart. The way you do it depends on whether your Product Launch Funnel is a true, one-time event or if it’s evergreen (always available).

If it’s a true, one-time event, then it’s easy to introduce scarcity because you’re going to take the offer off the table at a certain date and time. If the individual misses it, too bad.

If it’s an evergreen launch, you need to introduce scarcity in another manner because you won’t be removing the offer. You can do this by removing bonuses or by increasing the price, if they don’t purchase by a certain date.

The Video Pattern

Before I go any further, I want to address something – I keep saying “video”; however, you don’t necessarily need videos. You could use other resources like blog posts or PDFs to develop a product launch series.

Videos are often used because digital video courses are typically sold during a product launch funnel. It makes sense to keep everything in the same medium.

With that being said, you should follow a pattern or strategy for delivering the first three videos. There’s some psychology and positioning at play.

There’s a proven science behind this content and there are folks that make millions regularly from these product launch funnels.

While I’ll give you my particular formula in a moment, I want to share two other guys’ formulas … or at least where to get them. (It wouldn’t be ethical, and it’s probably illegal, to just paste their formulas here; however, you can get them straight from the books I’m about to recommend. Each book is less than $10, but contains invaluable information.)

My Formula: Teach, To-Do, & Tease

While I typically follow the aforementioned formulas because they know what they’re doing, I sometimes find them hard to follow. They require certain information to be presented, like success stories.

Success stories are important, and you need to have people find success with your product; however, there’s a chicken and egg situation here. You can’t really have success stories (besides your own) before your product exists, right?

While you can do a limited pre-launch to get feedback and success stories, doing so takes time and requires an audience.

If you’re short on time and/or lack an audience, what I’m about to explain may work very well for you!

I call it the “Teach, To-Do, & Tease” formula. In each video, you teach something, give the individual a simple task, and tease what’s to come.

I’ll explain this formula through an example.

Let’s pretend I’m selling an expensive course titled, “How to Become a World-Class Facebook Ads Guru”.

Across the Product Launch Funnel, I would teach a segment of the course.

Which segment? Either the “coolest” part or the beginning. Sometimes you can’t teach the “coolest” part because your course is progressive and you can’t do the “cool” stuff without having completed steps 1-5 first.

You also want to ensure the segment you teach provides a clear deliverable.

Think of it like a mini-course with a beginning, middle, and end.

Basically, whether or not they purchase the full course, I want them to receive at least one clear result from my training.

You never want to leave anyone feeling like they’ve been duped … like you’ve just dragged them along so you could sell them your product.

You want them to accomplish something, and if they want more – there’s a full course on the topic.

Back to the example, regarding Facebook Ads, I can’t start with the “cool” stuff because without having the proper groundwork in place, the “cool” stuff can’t happen.

The segment taught is the beginning and it’s titled, “How to build custom audiences that know, like, and trust you with Facebook’s advertising platform.”

In video 1, I’ll teach people how to install the Facebook tracking pixel on their website, tell them to go do it, and tease the conversion tracking training coming in video 2.

In video 2, I’ll teach them how to track conversions and create custom conversions which will help them create specific audiences … which is what is covered in video 3.

In video 3, I’ll teach them how to create custom audiences based on pages viewed, conversions made, and how to use this to create lookalike audiences of similar people that will know, like, and trust you!

Finally, in video 4, I’ll pitch the full course by explaining how what they just learned will help them tremendously moving forward; however, it’s only a small segment of becoming a World-Class Facebook Ads Guru!

See how it’s all a natural flow into selling the full product? It doesn’t require having testimonials and success stories because you’re helping them find success!

If you help someone solve a problem for free, they’re more likely to reciprocate when you’re trying to solve a bigger problem for money.

Conclusion

The Product Launch Funnel works great when selling high priced products, like digital courses, because it gives you the opportunity to “prove” yourself before asking for the sale.

You also want to follow a proven pattern for your videos because there is psychology and reasoning behind the content of each one.

Finally, you need to open and close the cart and make it a big deal by introducing some form of scarcity.

The Webinar Funnel

In the good ol’ days, people and businesses used to host seminars, but now they can get in front of more people faster and more easily via webinars.

These types of sales funnels have become wildly popular recently due to the fact they convert like gangbusters!

Here’s a common Webinar Sales Funnel:

Similar to the Product Launch Funnel, the Webinar Funnel is typically used for higher-priced products and services because you have people with you for 60+ minutes. This gives you enough time to convey your message fully, give the pitch, and answer questions.

While you can automate your webinar to make it evergreen, the live aspect gives these presentations their power.

When it’s live, everything comes across as fresh, new, and when you give your call-to-action, there’s an inherent sense of urgency. You’re ending the presentation at X time, and once it’s over, the deal is gone.

The general flow is this:

Someone shows interest in your webinar by opting-in via a webinar registration page. They’re then enrolled in your pre-webinar autoresponder series where you send a few videos and resources to prime and excite the individual for the upcoming webinar. Then, you host your webinar.

Ideally, the individual attends your webinar, sees your offer, purchases it, and ends the Micro Sales Funnel.

But, if they don’t attend your webinar, you can send a “replay autoresponder series” which consists of a few emails that present the individual the opportunity to watch a replay of the webinar.

Hopefully they watch the replay, see your offer, purchase it, and end the Micro Sales Funnel.

If they don’t watch the webinar or the replay, they won’t see the offer, so this particular Micro Sales Funnel is ended.

If the individual sees the offer, either during the live webinar or the replay, but doesn’t purchase it, you can follow up with an Action Series. The Action Series tries to sell them on it by answering more questions, handling objections, sharing more success stories, or even offering a discount in a last-ditch effort to make the sale.

Turning It Evergreen

While the great power of webinars comes from being live, you can still create the same live feel and automate the entire process.

By turning your webinar into an evergreen presentation, you’re able to give presentations 24/7/365!

There are a million different tools to help you do this; however, there are two elements a tool can’t provide that you must take into account before going the evergreen route.

First, the webinar you turn evergreen needs to be a recorded live webinar.

This means you can’t sit in your office, record yourself talking about some slides, editing the clip to cut out the “uhs”, and then launch your evergreen webinar.

Remember, the power of webinars comes from being live. People can tell in a heartbeat if something was scripted and performed alone or held live.

If someone attends your webinar and they’re presented with a scripted presentation, it will come across as unauthentic.

Don’t get me wrong, scripted, pre-recorded, and edited presentations are fine; however, call it a presentation or training – don’t call it a webinar.

A webinar has the connotation of being live and if you don’t fulfil that, people aren’t going to be as happy and excited.

Plus, there are benefits of performing live. You see what does and doesn’t work, what questions people have, etc. – it really helps to refine your presentation.

The strategy, then, is to hold a handful of live webinars, get some real time feedback, adjust your presentation, then record one and use it as your evergreen webinar.

The second element you need to provide is a way to contact you, the presenter. This can be something as simple as a chat box below the webinar.

As much as humanly possible, no matter if the webinar itself is pre-recorded, you want to be live in the chat room to field any questions.

Some people are ready to buy; however, they will have the simplest question stopping them from whipping out their credit card. If you’re able to answer their question immediately – you’ll get yourself a new customer!

Live chat may not always be possible, especially if you’re running webinars 24/7/365, so the second best option is to follow up via email; however, you lose the “in the moment” momentum, which may result in lost sales.

Either way, you need to make yourself present as much as possible, even if the webinar itself is recorded.

Other Webinar Blueprints

Just like with the “Classic” Sales Funnel, there are a bunch of ways to layout a Webinar Sales Funnel depending on your needs.

There are arguments for and against offering replays and follow up emails that pitch the offer.

Some webinars are live, four hour long events and only during those four hours can you purchase the offer.

While others are heavy on getting individuals to watch the replay and follow up intensely on the offer.

No one way works better than the other all the time, just figure out what works best for you!

Self-Liquidating Offer

This blueprint looks similar to the original with one exception, immediately after registering for the webinar, the individual is met with a Self-Liquidating Offer or SLO.

A SLO is similar to a Trip Wire, in fact, their names are often used interchangeably. It’s typically priced under $10 and is too good to refuse; however, a SLO doesn’t necessarily “trip” someone into the other offers.

Instead, its sole purpose is to recoup ad spend to acquire leads.

Offer Up!

This blueprint is similar to the SLO example above in that the subscriber is immediately greeted with an offer upon registering for the webinar; however, in this instance they’re met with the main offer.

There are a couple reasons you may want to try this:

In some instances, people will buy your offer right away without going through the entire webinar process. They get what they want faster and you don’t have to work as hard!

Another theory is that by seeing the offer first, they’re primed for when you make your official pitch. They say it takes 6-8 touches before you’ll make the sale, this is a simple way to add another touch.

No Pre-Webinar

In many instances, especially if your webinar is evergreen, you won’t have enough time to go through an entire pre-webinar series … and you don’t have to!

No Pre-Webinar, No Replay

If you don’t want to offer a replay, don’t!

The Webinar Presentation

Just like with the Product Launch Funnel, there’s an art and science behind the content you present in your webinar.

Before you launch your own webinar, make sure you attend a bunch of webinars – especially those in the same niche as you that you know are successful.

Since launching a webinar is a piece of cake, every small business on the planet has one. Unfortunately, not all are successful and you don’t want to emulate those.

Attend the successful ones. Take notes on how they open, present their content, and pitch their offer.

Understand how they engage with their audience and handle objections.

Pay attention and really study what they do. It’s going to help you tremendously.

Finally, I recommend grabbing Russel Brunson’s Perfect Webinar training from https://perfectwebinarsecrets.com/.

It costs less than $5 and contains about three hours of training. He outlines, step-by-step, how to structure your webinar presentation for maximum effectiveness.

Conclusion

The Webinar Sales Funnel is an effective way to sell higher end products and services. They give you enough time to go into detail on your offer plus the live aspect makes them really engaging.

Having the ability to answer questions and squash objections on the spot makes them incredibly powerful.

There’s also the opportunity to make them evergreen so they’re working for your 24/7/365. But, when you turn a webinar evergreen, make sure it’s a recorded live version and you make yourself available to answer questions.

Finally, before launching your own webinar, make sure you study other successful webinars to really get a good grasp on how to present yours.

The Call / Application Sales Funnel

While Product Launch and Webinar Funnels are great for selling many types of high-ticket products and services, sometimes you really need to talk to the individual before they feel comfortable making the purchase.

Other times, you need to feel comfortable selling them the product or service. You may want to qualify them before moving forward on a deal.

Naturally, these situations typically entail talking to the potential customer/client, which is why we have the Call / Application Sales Funnel:

The general flow is this:

An individual starts the funnel by clicking a “contact” or “application” link in an email or on your site. Or, they may opt-in to contact you (2-step, more on it later).

From there, the individual either schedules a call with you or fills out your application. Or they don’t.

Assuming they do, they receive the “Homework Or Pre-call Follow-up” autoresponder series.

  • Homework: Works as both a qualifier and as a chance to sell yourself more. The homework is typically something simple, like watching a few videos so they are prepared for the upcoming call.

If they do the homework, great! You know they’re highly interested. If not, then maybe they’re not the right customer for you.

  • Pre-call Follow-up: This follow-up series can be used similarly to the “Homework” setup outlined above in that you give some material to consume. It also serves to remind the individual they have an upcoming call with you.

People will forget they’ve scheduled a call with you. Fortunately, most scheduling tools have built-in functionality for sending reminder emails. You can set it up to send a call reminder 24 hours, 4 hours, and 20 minutes out.

Hopefully, the individual does the homework and/or you speak to them and they become a customer of yours. Now all you have to do is serve them!

If they don’t become a customer, they end this Micro Sales Funnel and either enter or resume the Main Series so you can begin gauging more interests.

Let’s go back to the beginning of this Micro Sales Funnel – “Did Individual Schedule Call Or Fill Out Application?”

A lot of people will land on your call scheduling and/or application forms without actually filling them out.

You don’t want to ignore these people because they’ve shown interest in your offer.

In this case, follow up via an Action Series with the CTA being to schedule the call or fill out the application.

Hopefully, they do what you want and will flow through the rest of the Micro Sales Funnel; however, if they don’t, they either enter or resume the Main Series.

The 2-Step Approach

While you’re able to easily track people’s actions and gauge their interests when they’re already on your list – you don’t want to miss out on people that aren’t on your list.

To capture these new people, I recommend the 2-Step Approach.

It works like this - before an individual even lands on your call scheduling or application form, they enter their email address.

For example:

An individual clicks on the “Schedule A Call” button in the top navigation menu:

Clicking that button pops up a lightbox opt-in form that requests their email address:

It makes perfect sense these steps would be required to schedule a call - ie. “Step 1: Enter Your Email Below” and “Continue To Step 2”.

Step 2 is simply the scheduling or application form:

Again, hopefully they go straight through the process; however, if they don’t – you collected their email address in “Step 1”, and are able to follow up with an Action Series that motivates them to finish the process.

Conclusion

The Call / Application Funnel is perfect for when you need to talk to someone or need them to fill out an application to prove they are a good fit.

If you offer personalized services, this funnel might be one to check out and implement!

Other Funnels

As I stated at the beginning of this section, every sales funnel “guru” has their own sales funnel model(s) they teach.

This is great! More people to learn from and more models to follow and implement.

Even greater, they all work with the Interest Driven Sales Funnel concept – they’re all [typically] Micro Sales Funnels.

You still incorporate your interest gauging Main Series and when an interest in a product or service is shown, instead of launching one of the Micro Sales Funnels outlined above, you simply launch that particular “guru’s” funnel.

After the individual has gone through that funnel, they hop back into the Main Series and continue their journey until they show interest in something else.

The Interest Driven Sales Funnel concept is very plug & play friendly. I want you to try other Micro Sales Funnels. If you come across one that sounds interesting, try it. If it doesn’t work, you can always cut that Micro Sales Funnel off and add in a new one for the same product or service.

Here are a few funnel “gurus” that you may find insightful:

  • Russell Brunson – Founder of ClickFunnels. Has written several books on sales funnels. Has dozens of Micro Sales Funnel models, plus talks about stacking (combining) them for maximum effectiveness. He has too many products and resources to list and all of them are great, just Google him.
  • Aaron Fletcher – Has the “Fletcher Method” and the “One Page Marketing Funnel”. The Fletcher Method is an ideology behind structuring your business and creating great offers. If you’re struggling with figuring out what to offer, I recommend checking out his method. His One Page Marketing Funnel is essentially a Product Launch Funnel; however, he incorporates retargeting, phone calls, and even snail mail which make it more effective. Learn more at http://fletchermethod.com/
  • Ryan Deiss – Owns more companies than I can count and all are powered by very solid sales funnels. Like Russell Brunson, he has a lot of stuff to offer and is worth a Google search; however, what’s likely most interesting to you is his Follow Up Machine. It’s a similar concept to the Interest Driven Sales Funnel I teach in that it incorporates your entire business, gauges interest, etc., but he, of course, has his own spin on it. Learn more at http://followupmachine.com/backdoor
  • Todd Brown – Another sales funnel “guru” worth checking out. He has a bunch of different Micro Sales Funnel models that he teaches, all with his unique spin. Learn more about Todd and his funnels at http://marketingfunnelautomation.com/
  • Traffic and Funnels – A heavy focus on developing client acquisition systems, similar to the “Call / Application Funnel” I outlined above. If you offer higher end products or services that require conversation, you may find their training to be incredibly helpful. Learn more at http://trafficandfunnels.com/

Those are just some of the people I follow with regard to sales funnels. Of course, there are many others out there and if you find someone that really resonates with you, follow them!

Combining Funnels

As if the possibilities for Micro Sales Funnels weren’t already endless, in this final section, we’ll briefly discuss combining them to make them even more effective!

In general, the “Classic” Sales Funnel is the perfect addition to most Product Launch and Webinar Funnels because it makes perfect sense to combine the two:

Product Launch => The “Classic”

Webinar => The “Classic”

Makes sense, right? You’re already making an offer and if they buy it, you simply offer more.

The “Classic” => Call / Application Funnel

The Call / Application Funnel also fits nicely on the backend of most other funnels, especially when you’re trying to get someone on the phone and/or to qualify themselves for your higher end products and services.

At the end of the day, combine funnels in ways that makes sense for what you offer. Never lose sight of your customer, their needs, and the natural path they should take through your Micro Sales Funnels.

Detailed Micro Sales Funnel Strategies

I have a few complementary articles that go into great detail concerning several Micro Sales Funnel models and I wanted to share them with you here:

Ready For The Next Steps?

That was a lot of great info - wasn't it?!

You'll probably want to read through that section again; however, if you're ready to move on to the next steps...

Click here to go to WTF #4 where you'll learn about creating all the content that goes into sales funnels!

WTF #2: The "Main Series" Segmentation Strategy

The Main Series is the backbone of your Interest Driven Sales Funnel.

(please read WTF #1 if you haven't already)

It’s responsible for building and maintaining the relationship with your audience while simultaneously gauging interest.

Again, the engagements in the Main Series don’t necessarily mean emails. Engagements are any form of communication with your audience. (retargeting ads, text messages, direct mail, phone calls, Facebook messages, etc.)

Please read that again. Engagements in the Main Series don't necessarily mean emails.

You’re simply sending content to see if anyone requests more information.

If someone requests more information (shows interest), they’ll enter into a designated Micro Sales Funnel that sells a related product or service, plus the corresponding up-sells, down-sells, and cross-sells.

Pauses, Skips, and Stops

While the Main Series diagram above follows a linear path, it may not be exactly one engagement after the other.

For example, if an individual is going through the Main Series and shows interest in a particular product, we may decide to pause the Main Series while they’re actively engaged in a Micro Sales Funnel.

In another example, if the individual enters a Micro Sales Funnel and purchases the product or service you’re trying to sell, it may make sense to skip down a few engagements to where you’re talking about a different product, service, or topic.

Remember, the ultimate goal of the Main Series is to gauge interest. If interest is shown in a particular product, service, or topic – we don’t need to get them to show interest in it again and again … they’ve already requested more information.

As such, we can pause, skip, and even stop the Main Series, if the audience member has done what we’ve wanted them to do.

How Many Main Series?

You may be wondering how many Main Series you need for your business.

99% of the time, for a small business, you only need one Main Series.

The only reason you’d ever want more than one Main Series is if you offer products and services to wildly different audiences and you have enough offerings to support multiple Main Series.

For example, let’s say you own a sports nutrition company that sells supplements and other related goods.

You have two wildly different audiences: bodybuilders and people trying to lose weight.

In this instance, you may want two Main Series because a bodybuilder won’t be interested in some crazy diet pill or need motivation to go to the gym. The overweight person won’t be interested in the newest bodybuilding supplements or routines.

In this case, by having two Main Series, you won’t waste time trying to gauge interest for something they’ll never be interested in.

Which Main Series?

Now, if you have more than one Main Series, you may be wondering when, and how, you should assign the individual to a particular one.

You should assign them at the very beginning by asking them.

For example, you can offer a 10% off coupon, have a question that asks, “What’s your goal: Build Muscle or Lose Weight?”, collect their contact information, and add them to the appropriate Main Series.

Another example, I’ve seen people buy lists of individuals who have previously purchased a diet pill. In this case, it would be fairly safe to assume they’re interested in weight loss and can be added to the weight loss Main Series.

Or, You Can Do This …

Creating, developing, and maintaining multiple Main Series is a lot of work.

Unless you have a large enough audience with enough different offerings, it’s unlikely viable to have more than one.

Instead, address both audiences in the same email.

For example, you can send an email with the first half talking about bodybuilder stuff and the second half talking about weight loss stuff.

Be sure to make the sections obvious so the subscriber can easily tell what pertains to them.

Now, you’re killing two birds with one stone!

What About Other Segmentation?

As you probably know, there are a million ways you can dissect your audience based on demographic information, occupation, interests, location, etc.

Continuing with the sports nutrition company example, males and females will likely have very different requirements, as will young vs old.

As such, it can be very beneficial to know this type of information; however, it’s not needed for the Main Series.

The Main Series is intended to be general enough to simply gauge interest in a product, service, or topic.

You don’t really need to connect on a deeper level at this point.

However, during a Micro Sales Funnel, knowing gender and age may be very beneficial. You can give examples of someone similar to your audience member finding success with a specific product or service.

Main Series Patterns

While you can theoretically “wing” the content and structure of your Main Series because each email (engagement) can stand on its own, it’s probably not the best strategy.

It’s generally best to follow a pattern or plan for a few reasons:

  • It’s more logical for your subscribers and they’ll know what to expect
  • It gives your subscribers more chances to show interest in a particular product, service, or topic. Not everyone will act on the first email (engagement) you send and by presenting your message several times, in several different ways, you give your subscribers more opportunities to act
  • It’s easier for you to create content because you know what the content of your next email (engagement) should be

In this section I’ll give you several patterns to help you structure your Main Series.

Just remember, the main goal of the Main Series is to gauge interest! This way you are able to send more relevant information to your subscribers and sell more via your Micro Sales Funnels.

The 3 Es

Don’t be mad, I know I just made a few points on why you should follow a pattern, but this first “pattern” isn’t really a pattern at all.

Instead, it’s more a way to think about the emails you send.

Each email you send should have one of these Es as its primary goal:

  • Entertain: These emails (engagements) are meant to entertain. Videos, pictures, stories, etc. provide great entertainment.
  • Educate: Helpful emails that solve problems, answer questions, and provide guidance. How-to tutorials, white papers, case studies, etc. provide great educational material.
  • Earn: These emails drive sales by bringing customers back to your business. Coupons, discounts, bonuses, etc. provide extra incentive to shop.

While each of these emails should have one clear goal or objective (Entertain, Educate, Earn), they don’t have to be mutually exclusive.

For example, if you send a how-to video, it should definitely be educational, but why not make it entertaining and offer a CTA to buy something at the end?

When To Use

You may want to use the 3 E emails if you offer TONS of products and services in an incredibly wide variety of categories.

Basically, you should follow this “pattern” when you offer so much “stuff” for a wide variety of interests and you have no idea what the subscriber may be interested in.

For example, if you run a massive ecommerce store (250+ products with 10+ unique product categories) and you have 10 top selling products you really want a new subscriber to see, you may not want to spend a full week promoting each one. It would take 10 weeks for them to see everything you offer.

Instead, you send a daily, 3 E email for 10 consecutive days. This way, the new subscriber will see what you offer much sooner and hopefully show interest in a product or two which will launch them into a Micro Sales Funnel.

How To Use

These emails are very versatile and can stand on their own (the subscriber doesn’t need to read the previous email or blog post to understand the email). Each email is its own entity.

If you’re sending this type of email, you want to send an email 3-7 times a week.

The frequency depends on a few factors. The first one being the longevity of the subscriber. For example, a newer subscriber may need more emails initially, especially if you’re trying to introduce them to your top 10 selling products.

You also want to take into account how long a typical subscriber stays on your list.

Is the average subscriber on your list for years? Months? Weeks?

How long do you want the average subscriber to be on your list?

Are you trying to “churn and burn” them where you’re sending an “Earn” email every day for weeks until they unsubscribe? In this case, you can send an email every day for those few weeks.

Or, are you trying to build and maintain a relationship for years to come? In this case, start the first week off with daily emails, but then ease back to maybe 3-4 emails a week. You also want a healthy mix of the 3 Es so you’re not just hitting them up for money every day.

The frequency of emails also depends on how you’ve set expectations. If, when they registered, you said you’d be sending daily emails, then they should receive daily emails. If you said you’d send emails a few times a week, do that.

Closing

Again, these 3 E emails aren’t so much a pattern as they are a way to think about what you’re sending.

Remember, while each email should have a main objective (entertain, educate, earn), it doesn’t mean one email can’t do all three!

Weekly “Pushes”

I call this pattern “Weekly Pushes” because every week you’re trying to sell (push) a different product or service to your list.

Instead of making random offers and sending random emails depending on your mood, you spend an entire week on the same topic.

This gives people more opportunity to see what you’re offering and act, while not being overbearing and “burning” them out.

The Weekly “Pushes” Framework

The goal of this framework is to get the person on the sales page. If the individual views the sales page, we know they’re interested in what we have to offer.

Step 1: Pick a widget to sell.

Step 2: Follow the pattern below for that single widget.

  • Pattern: 3 and 2 (M, T, W, F, S)

Send 4 to 5 emails on the same topic, for the same widget, during each “push”. In general, it’s good to break up these emails to give people a little time to react, rather than bombarding them every day. For this reason, I recommend sending 3 daily emails, take a day off, send 2 more daily emails, take a day off, and then repeat with a new “push”.

  • Email 1: Fun/personal story
    • Relate to widget
    • PS goes to sales page

People connect with stories. People enjoy stories. We want people to both connect with us and enjoy hearing from us, which is why we must share a story! Now, it doesn’t necessarily have to be a personal story; you can share a success story from a client or customer or even a well known individual, like a celebrity, just shared in a different light.

At the end of the story, close out (soft sell) with a simple PS line that takes them to the sales page where they can learn more, if they wish.

  • Email 2: Promotion of widget
    • Use a marketing formula: Problem-Agitate-Solve, Feature-Benefits-Advantages, Before-After-Bridge
    • CTA goes directly to the sales page – “Click Here To Buy”

While stories are great and help us connect, sometimes a good old fashioned sales letter converts best … especially when they have the story from the previous email rolling around in their head! In this 2nd email, pitch your widget. You can use a marketing formula to help structure your message or do whatever you think is best.

The call-to-action should be straight forward and to the point with no mystery behind it, “If you’re interested in this widget, click here”. (How much more “interest gauging” can you get?! If the person clicks that link, we know they’re interested in our offer and they’ll enter one of our Micro Sales Funnels.)

  • Emails 3-4: Content on topic of widget
    • Link to a blog post that’s entertaining and/or educational
    • Include CTAs in both the PS line of the email and within the article itself which link to your widget’s sales page

After sharing a story and a “hard” pitch, it’s time to ease back a little bit and just share some more information with them. Send links to articles, videos, and other resources they’ll find helpful, interesting, and entertaining on the same topic as the widget you’re trying to sell.

Include links to your widget’s sales page in your email PS line and throughout the particular article so they can easily navigate to the sales page, if they’re interested in learning more.

  • Email 5: Content OR Promotion (discount)

Email 5 is optional. If the individual hasn’t visited your sales page after 4 emails on the same topic for the same widget … they may simply not be interested in that offer. So, use some discretion here. If you feel like this 5th email is “too much”, don’t use it.

If you do use Email 5, you can send another piece of content like emails 3 & 4 OR you can make a last-ditch effort to sell your widget by sending another “hard” sales email and/or by offering a bonus or discount.

That completes the Weekly “Pushes” framework! Rinse and repeat with a new product the following week!

Story-Based Series

Story-Based Series are similar to the Weekly “Pushes” in that you’re sending more than one email on the same product/service/topic. However, they’re different in that all of the emails you send are “connected”.

What do I mean by “connected”?

Think about a TV series like Game of Thrones, Orange is the New Black, The Walking Dead, The Sopranos, Breaking Bad … hopefully you’ve watched a TV series before.

The point is, what do all of these series have in common?

You need to watch all the episodes, in order, to truly enjoy it … but, once you’re “in”, you’re in and likely end up binge watching the whole series!

How do they suck you in and keep you watching?

Cliffhangers.

Or, as us marketers call them, opening and closing loops.

As you’re watching a TV series, they introduce five different story lines in one episode, but they don’t finish any of them in that episode. Instead, they make you wait until the next episode to see what happens; then, they close two of the previously established story lines … and start four more!

It’s never ending. As soon as one story line ends, two more start – keeping you hooked.

The idea of opening and closing loops is the core concept behind a Story-Based Series.

How To Use It

As I previously stated, send several emails on the same product/service/topic – anywhere from 2 to 10, depending on what you have to share.

As people get sucked into your story and start clicking on links and visiting pages, their actions trigger different Micro Sales Funnels.

Here are a few simple phrases that can be used to open loops:

  • More on that later
  • You’ll find out tomorrow
  • In the next email you’ll receive X, so be on the lookout for it!

Finally, my last remaining tip is to write all these emails at once. Pick your story, map it out, where are you going to take people, what do you want them to click, how are you going to carry the story across several days. Then, write all 2-10 emails in one go.

These emails can be a rough draft at first, you simply want to make sure you’re opening and closing loops in a way that sucks people in.

If you break up when you write your emails, you’ll forget which loops you opened and closed and it won’t work.

Autoresponder Madness

A fellow by the name of Andre Chaperon is the grandfather of Story-Based Series (he calls them Soap Opera Sequences).

He put together a course called Autoresponder Madness that teaches how to write these Story-Based Series.

It’s a solid course and I highly recommend it, if this concept sounds interesting to you!

The course sales page: http://autorespondermadness.com

“Long” Course

The “Long” Course is the pattern I’ve been using with Crazy Eye Marketing for about a year.

Think of it as if you’re teaching your subscriber something long and complex. Consider every email (engagement) you send a lesson.

In my case, I teach the sales funnel concept by taking people through the sections they need to focus on, based on their order of importance and significance.

Of course, along the way, I dribble in different products and services I offer that make sales funnel development easier for my subscribers.

When To Use It

The “Long” Course model won’t fit every type of business; however, it works very well for businesses that offer courses/training/coaching and other services. You teach through this series and it makes a natural transition into selling a course, training, or coaching.

You also want to be able to provide a “linear” path for success - there’s a Point A and a Point B with clear steps to successfully get from Point A to Point B.

Back to my sales funnel “Long” Course example, the path for all sales funnels is the same: customers, business, delivery, the “meat”, emails, traffic, etc.

It’s a logical path to get from Point A to Point B.

Another example, weight loss: mindset ==> diets (simple to complex) ==> exercising (walk, run, first 5k) ==> supplements, etc.

This is another linear path from Point A to Point B. Of course, many people who are trying to lose weight jump straight to supplements and diet pills; however, the right way is to follow the “Long” course described above.

Example

I think the best way to describe the “Long” Course pattern is by providing an example. Picture it like this:

  • “Long” Course Name: You should give it a name!
  • Steps: How to get from Point A to Point B
  • Lessons (emails/engagements): The particular blog posts, videos, podcasts, etc. you will send to your subscribers to teach them something about the particular step they’re on
  • Products/Services: The corresponding products/service you offer as they relate to each step and/or lesson

As you can see, the “Long” Course is simply your content (blog posts, videos, white papers, reports, etc.) presented in an order that takes an individual from Point A to Point B.

Again, if you offer courses, training, coaching, or services – this pattern can be very effective!

Combining Patterns

I briefly want to address the fact the aforementioned Main Series patterns can certainly be combined.

For example, the majority of my Main Series for Crazy Eye Marketing is a long course. It works very well for what I offer and the market I serve. However, there are segments of it that are more 3 E styled and other segments that are Weekly “Pushes”.

Remember, the point of the Main Series is to gauge interest while building and maintaining a relationship.

You know your audience better than anyone else, if you think one pattern will work for one product and another pattern for another – mix it up! Or, better yet, split test to see which pattern performs better!

Continue Onward!

Click here to continue to WTF #3: Micro Sales Funnels That Make You Rich!

WTF Is A Sales Funnel & The Interest Driven Strategy

A sales funnel is the visual representation of how businesses acquire leads, convert them into customers, and increase customer lifetime value.

As you’re well aware, these three areas are complex.

There are a million ways to acquire leads.

A million ways to convert leads into customers.

And a million ways to increase customer lifetime value.

Thus, a sales funnel is an incredibly complex system.

This blog series is my best attempt to provide you with a strategic framework to reference when building your sales funnels.

How I “See” A Sales Funnel

The phrase “sales funnel” gets thrown around a lot.

Everyone calls everything a sales funnel.

There’s a funnel for this and a funnel for that.

There are pre-built funnels and tools to help you build funnels in less than 10 minutes.

This is all fine and dandy.

I find myself calling everything a funnel as well because every time you’re doing these three things …

  • Capturing leads
  • Converting leads into customers
  • Increasing customer lifetime value

… you’re essentially making a sales funnel.

However, on a macro level …

I see a sales funnel AS your business.

It’s not some random “thing” you have sitting over there in the corner.

It’s not something you just kinda “do” when you feel like it.

It’s not just sending emails.

It’s not just editing the order flow.

It encompasses all your products and services and how they’re connected so you can increase customer lifetime value via up-sells, down-sells, and cross-sells.

It encompasses all your ads, pages, emails, direct mailings, text messages, videos, content, etc.

It’s a lot.

I don’t say all this to scare you or make you feel overwhelmed (that would be bad if I scared you away in the first couple sentences!).

I say this to give you a frame of reference.

I want you to “see” the sales funnel from a 30,000-foot view.

I want you to think bigger than simply setting up a “book funnel” that sells your book, a course, and coaching.

Or a webinar funnel that sells your high-end coaching service with a down-sell of a self-guided course.

Think bigger.

Think about everything you offer.

Think about what you can offer to fill any gaps.

Think about how it’s all connected.

What’s a good up-sell? Down-sell? Cross-sell?

How do you, and can you, deliver more value to your audience?

Speaking of your audience, think about them … all of them … they’re all different.

They all have different motivators, personalities, hobbies, and interests.

Now, how are you going to connect everything you offer to the specific interests and requirements of your audience?

The Interest Driven Sales Funnel.

Macro vs. Micro Sales Funnels

Before I get into the Interest Driven Sales Funnel strategy, I want to explain something real quick...

There are two levels of sales funnels:

  1. Macro Sales Funnels
  2. Micro Sales Funnels

Let's start with the Macro level...

Sales Funnel Diagram

^^ This is a Macro level sales funnel ^^

It essentially represents your whole business...

You've gotta attract leads and prospects...

You've gotta build some sort of relationship with them to convert them into paying customers...

Then, you have to maintain that relationship in order to increase customer lifetime value.

Macro sales funnels are held together with marketing automation and retargeting. (the glue)

Inside the Macro sales funnel are Micro sales funnels.

Micro sales funnels are specifically designed to sell your stuff.

Micro sales funnels can look very different depending on what you're trying to sell and we'll get into them throughout this blog series.

So, just keep this in the back of your mind...

There are two levels of sales funnels...

  1. A Macro sales funnel IS your business and...
  2. Micro sales funnels SELL your stuff!

The Interest Driven Sales Funnel

The Interest Driven Sales Funnel is a Macro level sales funnel concept - ie. It IS your business.

General Concept

You’re going to engage your audience many times, from many angles, with many offers; this is the general concept of the Interest Driven Sales Funnel.

This is represented on the left hand side of the diagram by the Straight Line Sales Funnel or "Main Series".

Whenever one of our engagements resonates with an audience member (an interest is shown), we move them into one of our Micro Sales Funnels or Product/Service Sales Funnels.

The Micro Sales Funnels are what you likely think of when you hear the phrase “sales funnel”.

The Micro Sales Funnels are the up-sell funnels, book funnels, webinar funnels, product launch funnels, etc. you always hear about.

The goal of the Micro Sales Funnel is to sell a product or service the individual has shown interest in.

We’ll delve into much greater detail of these funnels later in this blog series, but first I want to give you a few examples.

Huge Benefits

The first benefit of the Interest Driven Sales Funnel is that it allows your audience to self-segment.

You don’t have to place individuals into different segments you “think” are right. Instead, you know what segments people need to be in because they put themselves in the appropriate segment(s) based on their actions.

Picture it “adapting” to each individual subscriber. It automatically figures out what they like and proceeds to only show them what they want to see.

The second massive benefit of the Interest Driven Sales Funnel is that it’s modular (plug & play).

This means each Micro Sales Funnel can be plugged in wherever, whenever.

For example, let’s say you’re launching a new product and you want to build out a Product Launch Micro Sales Funnel. You simply build that funnel, run your audience through it, and end it by returning them to the Main Series where more interests can be identified and more products sold.

This also means it will grow with your business. As you add new products and services to your line with their corresponding Micro Sales Funnels, they plug right into your existing Interest Driven Sales Funnel.

It will grow and expand as you grow and expand.

Ultimately, this makes it incredibly flexible and doesn’t bind you in any way.

Timeless Engagement

The Interest Driven Sales Funnel concept is timeless. Meaning, it’s not dependent upon a certain piece of technology working a certain way.

I’m doing my best to make the majority of this blog series timeless so whether you're reading it in 2016, when it’s written, or 2026, you’ll still glean a tremendous amount of value.

Having said that, in most of the later examples, I’ll primarily reference email marketing and automation.

While email marketing is far from dying, it will someday.

The good news is, there will always be a way to reach out and engage your audience:

  • Email
  • Direct Mail
  • Text
  • Phone
  • Ads & Retargeting
  • Visits
  • Commercials
  • Facebook Messenger
  • Whatever method the future holds!

The strategy and concepts you’re learning in this guidebook will ring true far into the future.

Entering The Interest Driven Sales Funnel (The Start)

There are many ways an individual can enter an Interest Driven Sales Funnel and a lot is dependent upon how you’re engaging your audience.

For example, if you’re primarily engaging through email, the person can subscribe to your email list in exchange for a Lead Magnet or after they make a purchase.

Depending on the type of Lead Magnet and/or the product or service they purchased, you may want the individual to go straight into a Micro Sales Funnel where you’ll try and sell more.

In other instances, you may want to subscribe the individual directly to the Main Series. For example, if they sign up for a Lead Magnet called, “How To Start A Blog” – you know they’re interested in blogging; however, it’s a very complex topic.

Maybe they’re only struggling with the technical aspects, or maybe they’re not sure how to write content, or they’re trying to monetize their blog.

In this instance, use the Main Series to figure out where they’re struggling and when they show interest in a particular topic, move them into a Micro Sales Funnel that sells a product or service specific to that issue.

If you’re primarily engaging your audience through Facebook Ads, you may run six different ads on six different topics to the same audience. People in your audience will click on the ads that interest them and will then be moved into a Micro Sales Funnel.

Examples

To illustrate the Interest Driven Sales Funnel, here are a couple timeless examples.

Old Folks

Let’s pretend we sell products that improve the quality of life for old folks.

I’m talking about 75+ years old, living in assisted living communities, where anything that makes their life a tad easier is greatly appreciated.

We can’t really email, text, or run ads to these folks because this demographic doesn’t typically use computers or cell phones.

So, we’ll settle with direct mail and phone calls.

We acquire a list of 10,000 old folks’ addresses and begin our "Main Series" (the left hand, interest gauging side of the diagram above) by sending a postcard about our $100 chair riser (Engagement 1) with the call-to-action (CTA) to give us a call if they want one.

If someone calls, great! They enter into the Micro Sales Funnel that presents several cross-sells.

Our sales rep takes the order for the chair riser, then recommends a $20 E-Z Reacher, a $30 chair attachment to help them stand, and a $150 heated massage pad to ease pain.

After these offers, the customer jumps down to Engagement 4 where we offer our next product.

If the individual doesn’t call from Engagement 1, we send a letter with a customer’s success story (Engagement 2). It talks about their life before and after the chair riser: how much easier it is to get out of their chair and how their knees feel much better.

The CTA of the letter will again be to give us a call. Of course, our sales rep will take the order and offer the cross-sells of our Micro Sales Funnel.

If the individual doesn’t call from Engagement 2, we send a postcard to receive free chair riser blocks (Engagement 3). These free chair riser blocks are nowhere near as good as our $100 chair riser; however, they pique interest and get the individual on the phone, where we can up-sell our nice riser plus all the cross-sells.

If all three engagements for our chair riser fall short, it’s no problem. Maybe that person doesn’t have trouble getting out of their chair.

They’re not interested.

Engagement 4 will recommend another product that solves a completely different problem and so on.

Makes sense, right?

Do you see how it’s all pre-planned and thought out?

We send 3 pieces of direct mail about one product that solves a particular problem. If the person calls (shows interest), our sales rep takes them through a pre-established cross-sell series of complementary products we know sell well.

Whether they buy our product or not, they move down to our next offer that solves an entirely different problem, and has its own Micro Sales Funnel with up-sells, down-sells, and cross-sells.

McDonalds

McDonalds does a lot of advertising (engaging); however, for this example, I’m only talking about TV ads.

Let’s say, for their Main Series, every three months they launch a TV commercial featuring a new product.

The first new product they launch is an ice cream sundae. You don’t really like ice cream, so you ignore it. (no interest)

The next product they launch is the McRib!

“Woo!” You say to yourself, “I’m going to McDonalds!” (interest shown)

You show up at the register, ask for a McRib when they hit you with, “Would you like fries with that?”

Of course you do and a drink to wash it down.

You might as well get the large size, you don’t want to be hungry in a few hours.

And, even though you don’t really like ice cream, they do have that new sundae; since you’re already there, you might as well add it to your order.

Finally, you donate your change to charity.

Before you realize it, instead of spending $4 on a sandwich, you’ve spent $20 on a meal.

You go back home, feeling nauseous because you shouldn’t eat that much McDonalds ever, and wait until another engagement resonates with you.

Closing

Do you now understand why I see a sales funnel AS your business?

You have different products and services that solve different problems.

You have an audience that consists of many different people with many different interests and many different problems.

The goal, then, is to sync your offerings with your audience in the most efficient and effective way humanly possible.

The best way I know how to do this is with the timeless, but true, Interest Driven Sales Funnel.

Continue to WTF #2!

Click here to continue to WTF #2: The "Main Series" Segmentation Strategy!

The AliExpress Sales Funnel [ClickFunnels]

This post was originally going to be a full blown course...

It was supposed to be created in January, then February... and now it's May.

Obviously, the course isn't happening any time soon; so, I figured I could still write an epic blog post that covers 80% of what the course would cover... and just get the dang thing out the door!

So, let's go!

The AliExpress Sales Funnel [ClickFunnels]

There's a huge opportunity right now for individuals to source products from China on a 1-to-1 basis by dropshipping via AliExpress.

This means, you can sell a product to someone in the United States for $10, go to AliExpress, buy the product for $3 and ship it for $2 directly to that individual. Thus, you make $5.

The benefit? You don't have to hold any inventory and you only buy products AFTER you have received payment from a customer. You literally have no expenses (beyond customer acquisition, which we'll get to).

Ultimately, it's a very "cool" model and a lot of people are doing it/want to do it...

We do it here at Crazy Eye Marketing and this post explains our approach.

The "Big Idea"

The "big idea" behind this strategy is that you're going to build a lot of funnels and test a lot of products very quickly.

Most will be losers; however, some will be "OK" and others will be huge winners!

So, the plan is to iterate and build fast.

Since this post is quite long, I figured I should give you an outline of what's covered so you can see where it's going and how it's all connected.

  1. Figure out your niche/audience - You must have people to sell to
  2. Figure out what you're going to sell them
    1. Ultimately, you're going to build a bunch of funnels and test a lot of products - You will test a lot. Most tests will fail and that's OK because the winners will more than make up for it
  3. Build your AliExpress sales funnel with ClickFunnels
    1. Free + Shipping vs. Crazy Discount
  4. Send traffic via Facebook
  5. See if it works
  6. Repeat steps 2-5.

Finding Your Niche/Audience

The very first thing you need to do is figure out your niche or audience... who are you going to sell stuff to?

There are many strategies and methodologies for doing this...

  • Pick a niche you're passionate about - This can be a good idea because you'll likely care more and do a better job
  • Pick a niche with raving fans - Maybe you don't care about the topic; however, there are 3 million other people that love that topic (ie. I <3 Cats!)
  • Pick a niche that has products people NEED - Maybe these people aren't "raving fans"; however, they have a hobby and need certain products to do that hobby (ie. cooking, camping, cars, etc.)

I'm sure there are other strategies as well, but those will help get you going in the right direction.

Now, you also need to make sure...

  • They're willing and able to buy online - There are certain demographics that don't buy online. Whether it's age, location, etc., for some reason, some groups of people simply don't buy online.
    • A good way to test this is to go to Amazon and look up products you believe your potential audience would be interested in. If you see products listed, they have reviews, and look like they're selling... then you're probably OK!
  • The audience is large enough - 1-5 million people. Any less and it's probably too small of a pool. Any more and you're probably going too broad.
    • A good way to check audience size is by going to Facebook and checking...

Precise Interests

  • Precise Interests are those that aren't "made" by someone at Facebook, instead they're made by an algorithm.
  • Basically, if it's something generic/broad and short like "fitness", "hiking", "digital marketing" ... it's NOT precise. If it's longer and specific, it's typically precise.
  • Also, as a general rule of thumb, if the Interest matches the name of a Page, then it's a Precise Interest.
  • Another general rule, Precise Interests typically have less than 1 million people in them.

The "Perfect" Niche

The "perfect" niche is one where all the aforementioned requirements are met.

It's a niche you're passionate about, it has raving fans who will buy stuff "just cuz", and it also has products people need. It has between 1-5 million people, and it has people willing, and able to buy online!

For example, cat lovers is a "perfect" niche (if you also love cats). There are all kinds of trinkets (necklaces, t-shirts, phone cases, etc.) people will buy to show they love their cat. Then, there's practical cat stuff people NEED like litter boxes, toys, treats, etc. that cat lovers also need. Plus, it's a large audience that includes people willing and able to buy online.

Why Pick A Niche?

You may be thinking to yourself, "Why should I pick a niche? Why not pick random products that are already selling well?"

The reason why you want to hone in on a particular audience is so you can build your lists.

Whether they're leads lists or buyers lists or email lists or retargeting lists or messenger lists... you want lists of people with similar interests so when you launch a new funnel/product, you have a group of people to put it in front of who already know you and your business.

While you could conceivably launch a bunch of funnels with a bunch of different products and still do fine, it's best to have a core audience to go after so you can essentially "recycle" them!

How To Pick A Good Product To Sell

Now that you've figured out your niche/audience, it's time to find some stuff to sell them!

There are a million ways to do this...

... you can find voids in the marketplace, survey your audience, and do a ton of market research. Then, go about finding or developing the product that fills that need. And, this is probably the "right" thing to do if you aren't playing this AliExpress game!

Yes, this is a game.

There is nothing stopping anyone else from setting up funnels and dropshipping from AliExpress.

All you need is a couple hundred bucks to run ads... you will hopefully make back that same day.

It's very much a game and you have to move fast and adjust quickly.

Finding The Initial Product

Since this is a game where speed and agility are keys to success, it's best to use products that you already know sell well.

You can do things like go to Amazon to look at top selling products and then try to find them on AliExpress...

Or, you can pay attention to the marketplace to see what's "hot" right now... like fidget spinners...

Or, the easiest way is to just go to AliExpress and...

  • Search for and/or browse the categories you believe your audience is interested in
  • Keep price under $5 (of course, this is up to you, but I try to sell the initial offer for less than $10, so I need enough to cover the product, shipping, and ad spend)
  • Check 4 stars & up
  • Sort products by "orders"
  • Ensure manufacturer has at least 3 Diamonds
  • Ensure ePacket shipping
  • Double check reviews to see complaints

When you find a product you want to use, add it to a Wishlist that's the name of the funnel.

Finding One-Time-Offer Products

In the last step, you found what you hope is a great Initial Product... one that will sell like hot cakes!

Now, it's time to find some complementary products that customers will want in addition to the initial product they just purchased.

Obviously, the more products they order... the better it is for you!

However, there is a catch...

YOU MUST PICK PRODUCTS FROM THE SAME MANUFACTURER!

Why? So you can save on shipping costs!

Watch this...

The AliExpress Sales Funnel

At this time, you should have three awesome products from the same manufacturer to save on shipping costs.

Now, let's talk about the funnel!

Free + Shipping vs. Crazy Discount

There are two ways to approach this funnel:

  1. Free + Shipping: Give the product away for free, but the customer has to pay shipping costs
  2. Offering a Crazy Discount: 50%+ off with free shipping

Both ways can work incredibly well and ideally, you will want to split test both.

There are also some pros and cons for each:

  • Free + Shipping has the word "free" in it, and people love free
    • This may lead to some viral-ness
    • People will complain about how "it's not free if they have to pay for shipping" - you will have to monitor your ads closely for people calling it a "scam"
    • Pretty much everyone and their mother is following this tactic and it my be "over done"
    • Typically has high cart abandonment rate because people bounce once they see the price of shipping
  • Crazy Discount is pretty straight forward... save a lot of money on Product X.
    • People won't typically call it a "scam"
    • It might not go as viral as a "free" offer
    • You can charge more. People won't believe it cost's $10 to ship a "Cat Paw Necklace"; however, they will believe the true cost of the necklace is $20 and that at $10, it's 50% off!

Personally, I always go with the Crazy Discount first and if it starts to generate sales I will split test that version against a Free + Shipping version.

If it doesn't make any sales, I move onto the next product.

The Funnel Design

This is the structure of the AliExpress Sales Funnel:

Want my AliExpress Sales Funnel in your Clickfunnels account? Click here to learn more!

Facebook Ad(s)

Most of my Facebook ads look something like this:

If the product performs well, ie. starts making some sales, I will order it, shoot a video demonstration of the product and run that as an ad as well.

Video ads typically outperform image ads... so, if you find a winning product, it's certainly worth trying!

Note: Make sure you're optimizing your Facebook Ad Campaign for Conversions. Having said that, you need to ensure you're tracking conversions in your funnel. I do this by placing the purchase conversion tag on my OTO 1 page.

2-Step Sales Page

I try to keep my sales pages as plain and straight forward as possible...

>> Click Here To View The Page <<

All my pages follow a very similar structure as the one above.

I explain who/what the product is perfect for and then list out some features & benefits.

I re-iterate the FREE Shipping & Handling aspect and also mention that it will take 2-4 weeks for delivery. We want to make sure people know it will take a little while to receive their product... do not deceive people.

On occasion, I will add a few more product images and possibly some reviews/testimonials, if I feel like it will help. I never add more than is necessary.

Step 2 of the order form looks like this:

A couple things to note:

  • I'm giving people the chance to purchase more than one and even incentivizing it by offering even greater discounts. Some of my funnels offer quantities up to 10 - try not to limit anyone who wants to buy a lot!
  • There's a bump offer. In this case, it's for a "cat library" which is a ClickFunnels membership site that has a bunch of cat related information - PLR, YouTube videos, etc. It's a digital product so that $4.95 is essentially pure profit. It's a nice little kicker to increase average order size on the front-end. Think of products, whether physical or digital, that you can offer as a bump and watch your average order size increase!

Cart Abandonment Emails

The great part about the 2-step order form is that as soon as someone fills out their contact information and clicks the button to go to Part 2... their contact information gets stored in ClickFunnels and can be passed to your 3rd party autoresponder tool!

This way, even if someone doesn't buy, you're still able to follow up with them!

I use a very simple cart abandonment series for people that don't buy right away:

Email 1 - Sent 1 hour after abandonment:

Subject Line: Complete Your Purchase

Hey %FIRSTNAME%,

Your shopping cart at Crazy Eye Marketing has been reserved and is waiting for your return!

In your cart, you left: Cat Paw Necklace

Click here to complete your purchase!

Thanks for shopping!

Crazy Eye Marketing

Email 2 - Sent 1 day after abandonment:

Subject Line: Last Reminder About Your Cart!

Hey %FIRSTNAME%,

Your shopping cart at Crazy Eye Marketing has been reserved and is waiting for your return!

In your cart, you left: Cat Paw Necklace

Click here to complete your purchase!

Thanks for shopping!

Crazy Eye Marketing

I then roll those people into my general follow up series where I send great content and other offers in an effort to get them to become a customer.

Order Confirmation Email

After someone purchases the initial offer, they're sent this email:

It's a simple email that thanks them for their order, reminds them it takes 2-4 weeks to receive their order (and gives a reason why it takes this long), tells them where to go if they need help or have questions, and closes with a reminder to checkout another one of our products.

BONUS: Super-Powered 2-Step Order Form

Personally, I run a few "pro tools" on my 2-step order form and I highly recommend them because they optimize your form.

The "pro tools" are from Jaime Smith of CF Pro Tools.

Most are FREE! Which is insane because they provide so much power.

I use:

  • CF USA Only Shipping Hidden - Automatically selects USA as country and then hides the country option (one less field to fill out)
  • CF Best Seller Highlight - Highlight your top selling offer (see image below)
  • CF Select Default - Pre-select a product option (typically pre-select the "most popular" option)
  • CF 2 Step Track Lead - Track leads. Those that fill out Part #1 of the 2-step form.
  • CF State Selector (paid) - "Forces" people to select a State abbreviation. Otherwise people type all sorts of random stuff and misspell their own state. (the less options you give someone, the better)

I'm not a partner, affiliate, or anything for CF Pro Tools. It's simply an awesome resource that I highly recommend!

OTO 1

After purchasing the Initial Offer (and hopefully the bump) they're greeted with One-Time-Offer 1 (OTO):

>> Click Here To View The Page <<

Notice that it starts with "WAIT! Your Order Is Being Processed, BUT It Isn't Complete" - this tells the individual that they aren't done. This is important because we don't want people to randomly leave after they submit their order.

As you can see, the page is relatively simple... an image of the product (I would add more if the product needed it) and a few bullets about the features & benefits of the product.

Then, I give people the option to upgrade their order by buying either one or two of the OTO (remember, multi-product is where the money is made!)

I closeout the page by giving the individual a chance to opt-out of the OTO.

OTO 2

The layout of OTO 2 is very similar to OTO 1. Why? It works!

>> Click Here To View The Page <<

You may notice the background color of the very top bar is different than OTO 1. This hopefully draws their attention to the fact this is a different offer.

Beyond that, the concept of OTO 2 is the exact same as OTO 1... try and sell more than one!

Order Confirmation Page

The Order Confirmation Page lets people know their order is complete...

It also recommends other products they might be interested in - which of course leads them to other product funnels!

>> Click Here To View The Page <<

Membership Portal

The Membership Pages are only used when offering digital assets for the Bump on the Initial Offer.

These pages aren't always applicable; however, I include them as often as possible because it only takes a few hours to throw together a membership area and charge $4.95 a head for it... which can make or break your AliExpress Sales Funnel!

This is my Membership Access Page:

And Membership Area:

And...

Those are the pages of the AliExpress Funnel!

Handling Orders

Now that you have this super awesome funnel loaded with products... it's time to start handling orders!

There are many ways to do this and several tools to help you along the way like...

Unfortunately, I've seen both tools order multiples and, in general, screw something up...

So, human intervention is required...

Which leads me to my approach which is mostly manual. (yes, humans screw up too, but why spend money on a tool when you need to have a human engaged anyway? Why not just let a human do it?)

And, this is how I manually submit the orders into AliExpress...

It's pretty self-explanatory; however, I drop a few tips so it will be helpful to watch:

  • Note to seller: Please do not include an invoice or promotional material - thank you!

BONUS Tip! Mike Rocha left a real smart comment below recommending the use of Ebates when you submit your orders to AliExpress. Doing this will help you earn some money back!

How To Tell If It's Working

This topic, in itself, has over 8 million variables. (yes, I counted)

One word could literally make or break a campaign, not to mention your audience targeting, ad, pages, offer, etc.

We try and eliminate the possibility of getting something wrong by using a proven ad structure and funnel. Your chances for success are much higher because you're building on a solid foundation....

However, you can test and tweak and test and tweak until your eyes pop out... or...

You can iterate quickly - ie. start over with a new ad, offer, funnel, etc.

Once you've done it a few times, you'll be able to create these types of funnels in just a few hours... simply duplicate the funnel, swap out the products, make sure all the connections are good, create your ad, and launch! (there might be a few other steps in there, but the point is that it's a fast process)

My Recipe To Measure Success

To test a new funnel I:

  • Take the price of the product I'm selling (what I'm selling it for, say $9.95)
  • Multiply that value by 10 (10 * $9.95 = $99.50)
  • Divide that number by 5 ($99.50 / 5 = $19.90)
  • I launch my ad with a budget of $19.90/day and let it run for 5 days
  • After those 5 days I evaluate
    • If it's profitable, I let that baby run!
    • If it's break-even or close, I will either let it run (Facebook might auto-optimize it into profitability) or I may adjust my targeting by viewing breakdown reports in Facebook (mobile vs. desktop, age ranges, male vs. female). See if there's a cheaper audience/segment that I should focus on.
    • If it lost most money or didn't make a single sale... I kill it and start fresh. I figure, if I can't sell a product by spending 10X its sale price when targeting my ideal audience with proven ad and funnel structures... then I likely chose a bad product and I need to start over.

So, that's how I do it.

Again, there are many ways to skin this "optimization" cat... but, I personally prefer to just kill it and start fresh.

In Closing

You've now seen the strategy and tactics behind the AliExpress Sales Funnel!

There are people that sell this information for $1,000s ...

But, I put it all out there in the open for ya... for free... you're welcome 😉 ha

Anyway, I do have a soft pitch...

If this post helped you "see the light" or gave you insights in anyway...

And/or, you want a copy of my sales funnel...

Click Here to say "Thanks" and to get access to my shared AliExpress Sales Funnel! (note: you need a ClickFunnels for this funnel)

Or...

If you need a ClickFunnels account and register through my link, then forward your "Welcome Email" to [email protected].. I'll send ya the funnel for free!

Case Study: 5 Day Challenge = $20,000+ Launch!

We recently had the privilege of helping a client conduct a 5 day challenge and product launch which produced over $20,000!

While I can't go into specifics here, I'm going to do my best to provide you with actionable takeaways so you can hopefully produce similar (or better) results!

First Things To Note

It needs to be made clear that our client, we'll call her Sara, has a great offer... it's something people want.

Also, she's very charismatic - which is essentially a requirement for this particular strategy.

So, if you have a great offer and are very charismatic... this strategy may be right up your alley!

If you don't have a good offer... you probably shouldn't be selling it in the first place...

However, if you aren't very charismatic - this might not be the best strategy for you, but reading this case study may give you some ideas to produce something similar.

The 5 Day Challenge

Sara came to us with an idea, she wanted to conduct a 5 day challenge which culminated in the selling of two similar, but different digital training products she sells. One is "basic" and sells for £79 ($102.57) while the other is "advanced" and sells for £149 ($193.45).

The challenge was to stop a bad habit for 5 days, "The 5 Day [bad habit name] Free Challenge!"

Over the course of a few days, we molded this idea into a plan...

Pre-Challenge: 8 Days Of Lead Generation

We setup a 2-step lead gen funnel and she filmed a 90 second clip talking about the challenge which we used as a Facebook ad.

The goal of this campaign was to grow her email list, develop her retargeting audience, get people to like her page, and to get people into her challenge specific Facebook Group.

Then, for a week before the start of the challenge and for a few hours the day of... we set it live:

Over the 8 days, we spent £1,400.55 ($1,818.33) which generated 4,231 leads at £0.33 ($0.43) a pop.

Our spend looked like this:

  • Day 1: £8.66 ($11.24)
  • Day 2: £20.10 ($26.08)
  • Day 3: £57.12 ($74.12)
  • Day 4: £125.27 ($162.62)
  • Day 5: £251.96 ($326.93)
  • Day 6: £310.70 ($403.34)
  • Day 7: £521.04 ($676.08)
  • Day 8: £105.70 ($137.21)

During Challenge: 5 Days Of Live Streams & Retargeting

The 5 Day Challenge ran Monday-Friday and during it, she sent a daily email at 8am that alerted people of what was to come on that day's live stream. She then performed a live stream at noon which typically lasted 30 minutes.

During the live stream, she taught helpful tips and tricks, did Q&A, and simply chatted with everyone who showed up.

Immediately after her live stream ended, we boosted the video in front of everyone that opted into the 5 day challenge to ensure as many people as possible saw the live stream video... keeping Sara at the forefront of their mind!

We spent £50.00 ($64.91) for each boost which produced these results:

The Cart Opening: 5 Days Of "Selling"

Six hours after her Day 5 Live Stream, she opened the cart (started to sell her product) with an email to all 4,231 leads and a message to her challenge specific Facebook Group.

Simultaneously, we launched ads announcing the cart opening to all of her leads.

The cart stayed open for 5 days.

During this time, she sent a daily email or two and conducted a live Q&A session:

  • Day 1: Link to challenge recap page (people could re-watch all the live stream videos) and the sales page for her two products
  • Day 2: Client success story and also did live Q&A
  • Day 3: Common myths dispelled (handled objections)
  • Day 4: Answered the question "Can I really do this?"
  • Day 5a: Cart closes tonight!
  • Day 5b: Last chance!

The Results

At the end of the day, this is what happened:

  • We spent £1,792.28 ($2,325.57)  on ads
  • 4,231 email subscribers were added to Sara's list
  • 467 new page likes were added to her Facebook Page
  • 786 individuals joined her challenge specific Facebook Group
  • £15,610 ($20,254.76) in revenue was generated!

All told, this was an incredibly exciting project to work on!

Sara was great to work with and most of all - she was very happy with the process and results!

The 5 Day Facebook Ad Launch Plan

Do you have a plan when it comes to launching Facebook Ad Campaigns?

Or, do you just kinda wing it?

If you don't have a plan or you're not seeing the results you want...

I've got a plan for you!

Introducing...

The 5 Day Facebook Ad Launch Plan!

>> Click Here To Download The PDF <<

That video is straight from the How To Generate Leads & Sales With Facebook Ads course - so, if you need more help and want to take a deeper look at everything, please check out that course!

I decided to share this particular lesson because I believe it delivers an insane amount of value in only 13 minutes and 22 seconds... and I want you to see it!

What follows is essentially a typed version of the video because I know a lot of people still like to read.

The Goal!

At the end of this 5 day plan you should have...

  • A good audience
  • Good targeting
  • A good ad

... or, at the very least, know what doesn't work.

The Flowchart

5 Day Facebook Ad Launch Plan

Campaign Settings

Each Campaign needs to focus on conversions.

Conversions are actions people take like subscribing to an email list, purchasing a product, adding a product to their cart, etc.

When you tell Facebook the type of conversion you want, Facebook will automatically optimize your campaigns for you!

Also, each Campaign needs to focus on one objective/goal/offer. (one lead magnet, one product, one service, etc.)

Ad Set Settings

Unless you have a reason to do otherwise (ie. you're selling a mobile app), select both mobile & desktop traffic at the start.

Focus on News Feed traffic only.

Select the Conversion you're going for. If you want leads, select Lead. If you want customers, select Purchase.

Select your Budget. Your budget should be $5 times the number of ads you're running (between 2-6); if you're running 4 ads, set your daily budget to $20.

Select your Audience.

  • It can be a Lookalike Audience as long as the Custom Audience it's pulling from has over 500 people in it.
  • It can be a Saved Audience, if your Custom Audience isn't large enough (> 500) or, simply because, you want to use a Saved Audience. Make sure you're using Precise Interests when creating your Saved Audience.
    • Precise Interests are those that aren't "made" by someone at Facebook, instead they're made by an algorithm.
    • Basically, if it's something generic/broad and short like "fitness", "hiking", "digital marketing" ... it's NOT precise. If it's longer and specific, it's typically precise.
    • Also, as a general rule of thumb, if the Interest matches the name of a Page, then it's a Precise Interest.
    • Another general rule, Precise Interests typically have less than 1 million people in them.
    • There's a bit more too it than that, but that will get you headed in the right direction.

Finally, make sure Optimization & Delivery is set for Conversions so you're able to take advantage of Facebook's auto-optimization features.

Create 2-6 Ads

Within your ad set, you're going to create 2-6 ads.

There are 800 million ad creation strategies and you can get as fancy as you want; however, this is what I typically do:

  • I create 3-4 ads.
  • All the ads will have the same exact copy and I'll switch out the images and include a video if possible.
  • I try not to be cute or clever in the ads. Very straight forward, "[Audience member], do you want [feature/benefit]? Click here to learn more ==> https://super-awesome-link.com"
    • Or, something to that effect. I try not to leave any room for misinterpretation.

Wait 3 Days

Launch your campaign and DON'T do a dang thing for 3 days. (you can make sure it's live, but that's it.)

Your campaign is collecting data and if you touch it, your data won't be accurate and you won't be able to make good decisions.

Did Any Conversions Take Place?

After the 3 days have passed, it's time to see if any conversions have taken place - ie. you have any leads/purchases/etc.

If no, kill all ads, create brand new ones, wait 3 more days, and see what has happened...

  • Still no conversions? Something isn't right. You should have at least one conversion at this point. Either your offer isn't attractive, your squeeze/sales page isn't working.... something is wrong. You need to go back to the drawing board and start over.
  • At least one conversion? Continue on!

Kill The Bottom 50% Of Ads

You should be at this step only if you've had at least one ad receive a conversion...

Now, you're going to turn OFF all the ads that don't have a conversion.

Whether that winds up being 50% or not is fine.

Maybe you're running 4 ads and 3 of them have conversions. In this case, you'll simply turn off the 1 ad that doesn't have any conversions and let the other 3 run.

Maybe all your ads have conversions, that's great, leave them all on.

Wait 2 Days

As with the other "wait" ... you're NOT going to touch it for 2 days because it's collecting data and you don't want to mess it up.

Run Breakdown Reports

After waiting 2 days, you'll run Breakdown Reports on your ads to see which segments are converting the best.

Typically, the order of importance is:

  • Device/Placement (Mobile vs. Desktop / News Feed vs. Column)
  • Age and/or Gender
  • Location

You're looking for statistically significant results.

Make note of the segments that are producing the best results at the lowest cost.

Pause The Ad Set

Pause the current Ad Set you've been running these tests on.

Create & Launch New Ad Set With Optimized Ads & Targeting

At this point, you're essentially taking the best ad(s), audience, and targeting options and combining them all together to create the ultimate ad set!

Set that puppy live and let 'er rip!

And that's pretty much it!

Now, you can start from the top again - focus on the same offer (lead magnet, product, service, etc.) and pick some different audience settings and/or ads to create another ultimate ad set. Once complete, compare it to the first one you made.

Or, of course, you can follow this 5 Day Facebook Ad Launch Plan for an entirely different offer!

Want To Learn More?

If you like what you see here and want to learn all the nitty-gritty details ...

Click here to learn more about the How To Generate Leads & Sales With Facebook Ads course!

(part 6) How To Use Micro Sales Funnels To Convert More Leads Into Customers While Increasing CLV

This post is the sixth in a series of posts entitled, "Digital Marketing Strategy For Startups, Small Businesses, and Entrepreneurs".

This series of posts started with you understanding the fact you're to act as a direct response marketer. (read the Intro here)

Since you're a small business, you need to make sure every bit of marketing you do has a specific & measurable goal.

You have neither the time nor the money to waste on stuff that doesn't work.

Ya gotta make it count!

One of the best ways to make your marketing count is by having a strategy and system to sell your stuff.

We call these systems Micro Sales Funnels.

Use Micro Sales Funnels To Sell EVERYTHING!

Micro Sales Funnels are sometimes called Product/Service Sales Funnels because they're strategically designed to help you sell specific product(s) and/or service(s).

Micro Sales Funnels are used to sell both physical and digital products, services, coaching, consulting, SaaS, and even to drive foot traffic to brick & mortar businesses.

Micro Sales Funnels can, and should, be used to sell everything.

So, what do these magical, all powerful, systems look like?

It depends on what you're trying to sell, but here are a few different Micros Sales Funnel blueprints!

The Opt-in Funnel

The Opt-in Funnel is the simplest Micro Sales Funnel; however, it's perfect for growing your email list and is typically the start of most other Micro Sales Funnel models.

You've seen a few examples of this funnel model in part 2 where we discussed using Squeeze Pages to convert paid traffic into email subscribers.

The Classic Sales Funnel (POS Funnel)

The Classic Sales Funnel is a Point Of Sale (POS) funnel because its purpose is to increase Customer Lifetime Value (CLV) at the POS by offering additional products/services as the customer goes through the checkout process.

This is accomplished through the implementation of various tactics like Order Bumps and 1-Click Up-sells or One-Time-Offers (OTO) & Down-sells. (yup, we talked about these in part 5)

The structure of the Classic Sales Funnel can vary based upon what you're offering via up-sells (OTOs) and down-sells ... there's no "defined" structure; however, below are a few common Classic Sales Funnels.

The Physical Products Sales Funnel

This Classic Sales Funnel model is ideal for small businesses and entrepreneurs that sell physical products.

For a full breakdown of this funnel and the strategy behind it, please click here.

The Digital Products Sales Funnel

This Classic Sales Funnel model is ideal for small businesses and entrepreneurs that sell offer digital/info products.

For a full breakdown of this funnel and the strategy behind it, please click here.

The "Book" Sales Funnel

This Classic Sales Funnel model is ideal for service based businesses, coaches, and consultants that have a book to offer as their front-end and services, coaching, and/or consulting to offer on the back-end.

For a full breakdown of this funnel and the strategy behind it, please click here.

The High-End "Call/Application" Sales Funnel

This simple, yet effective sales funnel is ideal for getting people on the phone and/or to fill out an application for high-end services, coaching, consulting, and mastermind groups.

The power of this funnel comes from offering visitors two ways to get in touch with you - they can call now or schedule a call for later.

If they choose to schedule a call for later, but don't go through with it, reminder emails are triggered to bring them back. (You'll be amazed by how well this simple series works!)

The High-End Sales Funnel

The Product Launch Sales Funnel

The Product Launch Sales Funnel is designed to sell high value courses and training packages.

It combines emails with video content "dripped" out over a few days that pre-sell the course you're going to offer and culminates with the "launching" of your product.

The Autowebinar Sales Funnel

Webinars are virtual seminars where you're able to sell high priced products and services.

They're great because you're able to have people's attention for about 90 minutes which gives you ample time to gain their trust and present your offer.

An autowebinar, frequently called an "evergreen webinar", is a webinar that runs automatically 24 hours a day, constantly selling for you.

The Autowebinar Sales Funnel

Other Micro Sales Funnels

The Micro Sales Funnel blueprints shared above are a small sample of the various Micro Sales Funnels you can create ... you're by no means limited by what's above. They're presented here to give you ideas and inspiration about directions you can head.

Also, if you don't quite understand what the heck you're looking at, it's perfectly OK right now.

The key thing I want you to remember is that the sole purpose of a Micro Sales Funnel is to help you sell specific product(s) and/or service(s).

Ways To Enter A Micro Sales Funnel

Hopefully you've read the previous parts of this series and you already know how to get people into your Micro Sales Funnels; however, if not - here's a recap!

Organic Traffic

Individuals can enter your Micro Sales Funnels by opt-ing in through an opt-in form on your site. (part 2)

This is accomplished by offering a Lead Magnet on topic X, which leads them into a Micro Sales Funnel that tries to sell a product/service people interested in topic X would want to buy.

Paid Traffic

If you're paying for traffic, you better have a Micro Sales Funnel in place! (part 2)

If you don't have a way to quickly recoup your ad spend, you're going to hurt your business.

After all, you're a direct response marketer ... right?

Everything you do needs to have specific and measurable purpose.

The point of your marketing is to make you more money.

Marketing Automation

In part 3 we discussed using marketing automation to gauge our subscribers' interests.

I showed you this diagram:

To recap, the left hand side is a Straight Line Sales Funnel or "Main Series".

Its purpose is to build and maintain a relationship with your subscribers by sending great content while simultaneously segmenting them based on their interests.

When a subscriber shows interest in a particular topic (ie. they click a link), they're automatically entered into a Micro Sales Funnel that attempts to sell a product or service they will likely buy.

Retargeting

Retargeting is another great way to get individuals into your Micro Sales Funnels. (part 4)

You can also use retargeting to "guide" individuals through your Micro Sales Funnels because not everyone is going to read every email you send them. However, if you send an email AND retarget them with relevant ads ... they won't be able to avoid your message!

Summary

You NEED to use Micro Sales Funnels.

There is no better way to convert leads into paying customers while simultaneously increasing their Customer Lifetime Value.

There are many Micro Sales Funnel blueprints to choose from; however, the design you choose will depend on what you're trying to sell ... not all Micro Sales Funnels are designed to sell the same stuff.

Some are better at selling more expensive training, courses, and services while others are excellent at selling low priced (<$100) products.

Finally, getting people to enter your Micro Sales Funnels is as simple as sending traffic to it!

Where To Go From Here

If the marketing strategy described in this series of blog posts sounds logical and interesting to you ...

It's the same exact strategy taught in The Sales Funnel Training Vault ... it's just, in there, we go into a lot more detail and cover all the technical steps as well.

Click here to learn more about The Sales Funnel Training Vault!

(part 5) How To Optimize Your Point Of Sale To Instantly Increase Revenue

This post is the fifth in a series of posts entitled, "Digital Marketing Strategy For Startups, Small Businesses, and Entrepreneurs".

You're at the grocery store, about to checkout, when a Snickers bar catches your eye ...

You throw it on the belt without giving it a second thought.

Then you think, "Hmm, I need something to wash it down!", so you place a Red Bull on the belt as well.

The grocery store just increased your Customer Lifetime Value (CLV).

Most physical stores are very, very good at positioning tantalizing products at the Point Of Sale (POS).

Products that get us to spend just a few more dollars with the business and increase our CLV.

So, physical stores are very good at this, but what happens when you're selling products and services online and you don't have your typical checkout with a register, clerk, and tantalizing products surrounding it?

You need to use some basic strategy and thoughtfulness + the right tools and you can increase CLV at the POS with ease!

This isn't just for Ecommerce!

Before moving on, I want to point out that this isn't just for Ecommerce!

All businesses, to include physical & digital products, services, coaches, consultants, and SaaS, should focus on optimizing their POS.

Consider things like warranties, additional support, bundling packages and offerings, or even partnering with other businesses for referrals and commissions.

There's no better time to increase CLV than when a customer already has his credit card out and is actively buying! 

POS Optimization Strategies

Before getting into the strategies, I recommend reading the article on Value Ladders because it will help you structure your offerings in ways to make POS optimization a breeze!

1) Pricing Tiers, Packages, & Bundles

Pricing tiers, packages, and bundles are great ways to increase a customers' order size.

By using a bit of pricing psychology, you're able to present offers in a way that appear "too good to be true" while simultaneously increasing the amount of money a customer is about to hand you.

Take a look at this example from a2Hosting:

Pricing Tiers Example

The "Swift" package is a no-brainer ... for less than a $1/mo more you get unlimited everything.

Why would anyone turn that down? No one would.

How about the "Turbo" package? It's nearly twice as much as the "Swift" package; however, it offers 20X faster speeds and the A2 Site Accelerator!

We all know speed is important and it's still less than $10/mo ... so, I might as well swing it, right?

Here's an example of a bundle of physical products:

Bundle Picture

If you're doing laundry, you typically need detergent, dryer sheets, and maybe a little fabric softener every now and then!

Plus, if you purchased these items individually, it would cost roughly 30% more which makes the bundle a no-brainer!

2) 1-Click Up-Sells

A 1-click up-sell is an offer presented immediately AFTER the customer has purchased something.

This makes the 1-click up-sell incredibly powerful because the individual has already inserted their payment information and all it takes is "1 click" to add another product/service to their order.

1-click up-sells are a key ingredient in the Classic Sales Funnel models discussed in part 6!

Here's an example:

1-Click Up-Sell Example

This is the page and offer an individual is presented with immediately after purchasing a survival folding knife.

The individual is already in the mindset of "I need survival gear" and has already purchased one item, so when they're presented with another item that's discounted no-less, it's a no-brainer!

3) Order Bump

The infamous "order bump" has risen in popularity over the last year or so due to the fact it works!

It's so simple too, which makes it another no-brainer to implement.

Here's an example of an order bump:

Order Bump Example

It's simply an additional, complementary offer made at checkout.

That's it!

The customer only has to tick a little box to add the product or service to their order.

It's actually quite similar to the 1-click up-sell; however, it's made right before the purchase as opposed to immediately after ... but, they're both 1-click!

The Order Bump is typically easier to implement than the 1-click up-sell. If you're having a hard time figuring out a way to do the 1-click up-sell, try searching for a way to add an order bump to your checkout process!

4) Subscriptions

If you offer a product or service that needs to be replenished - offering a subscription can be a great way to increase order size because it will automatically keep the customer coming back for more!

Here's an example of a subscription from the Youpreneur membership site:

Youpreneur Subscription

In order to stay a member of the community, you're charged $59/mo or $599/yr (a bundle!).

Also note the yearly subscription is incentivized by offering the equivalent of 3 months free, a free t-shirt, and discounted rates to live events!

Here's another subscription example:

Subscription Example

Each container of the supplement contains 30 servings, which makes the "Repeat Delivery Every 30 Days" option incredibly tempting because I won't have to remember to go order more and by offering an extra 5% off, it becomes a no-brainer.

5) Order Bonuses & Rewards

Have you ever seen a message like this while shopping online:

"Spend just $5.91 more and get free shipping!"

Or ...

Cart Bonus Example

These are order bonuses/rewards used to entice customers to increase their order size in order to receive the incentive!

These are typically super simple to implement and freakin' work!

How To Implement

Implementing these various tweaks is not as hard as you might think.

For example, offering a package/bundle is as simple as bundling products/services you already offer.

Other options, like the 1-click up-sell, will depend on your platform. A quick Google search will likely yield some answers.

Conduct searches like ...

  • [platform name] + 1-click up-sell or [platform name] + order bonuses. For example, shopify 1-click up-sell.

9 times out of 10, there is a plugin or add-on that will make whatever you're trying to accomplish possible.

Finally, there are various shopping carts like SamCart, ThriveCart, and ClickFunnels that integrate with many other platforms to make these tweaks possible.

Summary

Optimizing your Point Of Sale (POS) process is one of the most impactful areas to focus on because when a buyer is "in heat" they will keep buying until their needs are met or they run out of stuff to buy.

You never want the reason they stop buying to be that they've run out of stuff to buy. You need a plan and process in place to capitalize on the situation.

There are several strategies for optimizing your POS to include creating bundles, 1-click up-sells, order bumps, subscriptions, and bonuses/rewards.

Finding the right tool to make this happen can be as simple as installing a plugin or add-on or integrating with another shopping cart platform.

The 2-Step Facebook Lead Gen Funnel For Local Businesses

What if you could consistently and predictably generate more business?

You flip a switch and BOOM, a flood of new leads and customers flow into your business.

That would be pretty cool, wouldn't it?

As a local business, you're at a unique advantage to make this happen because you're only competing against your local competition ... who likely aren't here reading this article.

This leaves you wide open to really crush it!

The Big Idea

You're going to send traffic from Facebook ads to a simple, 2-step sales funnel that offers a voucher/coupon for something of incredible value (we call it an "initial offer") in exchange for contact information (name, email, phone).

You'll try to get the new lead to follow up with you first by offering a bonus if they call you right away; however, if they don't call you - you'll follow up with them via phone and/or email and/or retargeting and/or text.

The end goal is to get the person into your business, provide them with a great experience, and up-sell more offers.

Pretty simple, right?

Who This 2-Step Lead Gen Funnel Is For...

This funnel is specifically designed for small, local businesses. Brick & mortar types ... where you get to actually see your customers and clients.

It will help you generate leads and customers.

Here is just a handful of businesses this works amazingly well for. (If you have questions or wonder if it will work for your business, just shoot me an email.)

  • Gyms / Health Centers
  • Dentists
  • Chiropractors
  • Masseuses
  • Barbers / Hair Stylists
  • Real Estate Agents
  • Restaurants
  • Retail
  • Live Events
  • And beyond!

The 2-Step Lead Gen Funnel

Here's "The 2-Step Lead Gen Funnel" in all its glory!

2-Step Lead Gen Sales Funnel For Facebook

>> Get This Sales Funnel For FREE! <<

It should go without saying, but the images and wording need to change to fit your offer; however, the overall structure and strategy remains the same.

As you've noticed from above, I am giving this funnel away for free ... all you need is a ClickFunnels account to use it. They offer a 14 day free trial, so you might as well try it out. What's the worst that could happen? You get a few leads and customers?!

The Initial Offer

On page 1, offer a voucher/coupon to claim your initial offer.

In the above example, the initial offer is 1 month, free access to the Crazy Eye Marketing Gym.

Your initial offer is important.

It's more important than what both your ads and pages look like.

If your offer sucks and no one wants it ... you're not going to get anywhere.

And, yes! I've seen free offers bomb. Just because you slap the word "free" on it, doesn't mean people will want it.

Put some thought into your initial offer. Do some research. See what your competition is doing.

Make it better.

Make it juicy.

You want people to salivate over your initial offer!

Side Note: Your image(s) should reflect a customer receiving the benefit of the initial offer. For example, if you're a gym offering a free membership, show people working out. If you're a masseuse offering a free 15 minute massage, show someone receiving a massage. If you're a dentist and offering a free teeth whitening, show someone with a brilliant smile.

Side Note #2: Don't use stock images. Whip out your phone and snap some photos of customers receiving the benefit you're offering. The "amateur" look from taking your own photos is REAL ... and people appreciate REAL.

How Much Should The Initial Offer Cost?

The initial offer should be between $0 and $19.

Free is ideal; however, under $20 is the goal.

Keep your end goal in mind ... get the person into your business, provide them with a great experience, and up-sell more offers.

If you have to "lose" a little money up front to make lots of money on the back end, why wouldn't you?

Initial Offer Idea Generation: Google/Yelp and Groupon

I created a short video to guide you through the idea generation phase for your initial offer:

Thank You / Success Page

Page 2 of the 2-step funnel is the "Thank You" or "Success" page. It's the page they see after giving you their contact information.

The first thing you need to do on this page is confirm you're sending them the voucher/coupon they originally asked for. THIS IS CRITICAL! If you don't tell them how to get what they originally requested, it causes a lot of confusion and confusion is bad.

The next thing you want to do on this page is try to motivate the individual to call you!

It's so much nicer to have people call you rather than you having to call them and follow up with emails.

To help motivate people, I recommend offering another incentive or bonus.

What's one more thing you could offer that someone would want to grab? ...

  • Gyms: 1-on-1, personal training session; $10 gift card for the snack bar
  • Dentists: x-rays
  • Masseuse: 15 extra minutes
  • Barbers/Stylists: a deep cleansing shampoo
  • Restaurants/Retail: an extra 10% off
  • etc., etc., etc.

Just remember, it's sooooooo nice having people call you! So, make it worth their time.

Side Note: No matter how juicy your thank you page offer is ... most people will NOT pick up the phone and call right away. You're going to have to do some work! (more on this in a minute...)

Side Note #2: I recommend using a call tracking platform like CallRail to help track inbound calls generated by your thank you page.

Side Note #3: Sometimes there's nothing to offer here. That's fine. You can try to get people to call you anyway without any incentive.

Your Leads List Tracker

There are many ways you can track your leads.

You can get fancy with a CRM tool or keep it simple with a Google Sheet ...

Here's a blank lead tracker sheet you can use: Click here to open the Google Sheet. (You will need to click "File" and "Make A Copy" on your Google Drive to be able to use it.)

Then, all you have to do is connect your 2-Step Lead Gen Funnel, that's built in ClickFunnels, to the Google Sheet with a tool called Zapier.

Here's a video on how to make the connection:

Here's the code I mentioned in the video that generates the Date Stamp: {{zap_meta_human_now}}

The Money Is Made In The Follow Up

I'm going to get real with you for a minute ...

Most of your leads are going to sign up for your offer while they're on the crapper or at work ...

They're typically not going to be able to call you right away ...

They're going to finish their business and by the time they're done ...

They'll have forgotten about you ...

It's the nature of the game ...

Don't take it personally.

You simply gotta play the game! And know ...

The money is made in the follow up!

You HAVE to follow up with these people.

If you're not willing to do the follow up, don't even start.

Now, I'm going to show you a way to outsource it in just a minute ... but, you need to understand that following up is something you will have to do.

Follow Up Strategies

1) Have Them Call You

We've discussed this one already. In an ideal world, everyone that becomes a lead will take the initiative and come to your business.

We try to make this happen by offering another bonus on the thank you page ... but, most people still won't take any action ... so ...

2) You Call Them

You're going to have to call these leads or, at the very least, hire a call center to do it (more on this in a minute).

After an individual opts-in to claim the initial offer and they're greeted with the thank you page, they have 10 minutes to call in and claim the extra bonus ... so, you give them 10 minutes to do it on their own.

If you don't hear from them within 10-15 minutes, pick up the phone and call them.

It has to be that soon! 

Every minute you wait, the lead gets colder and colder. You want them when they're hot!

What Do You Say To Them?

What you say to your new lead is simple ...

"Hi {lead name}, this is {your name} with {your business name}. I see you just requested our {initial offer} and wanted to follow up with your real quick to {action}."

Actions:

  • "See when you'll be coming by to take advantage of it!"
    • If you don't schedule appointments, it might not matter when they come in; HOWEVER, by asking them this question they're making a verbal commitment to you and they'll be much more inclined to actually follow through and show up!
    • Ie. if you're a retailer ... you probably don't really care when they show up; however, if they make an "appointment" to be at your store by telling you they'll be there, they will likely show.
  • "Schedule a 15 minute call with our staff so we can answer any questions you may have."
    • This is ideal for businesses that require a bit more "selling" before someone walks through the door, ie. a plastic surgeon. Scheduling a 15 minute follow up call is a logical step for people to take and they'll be more inclined to go through with scheduling the call.
    • Of course, when you're on the call with them, you'll "sell them" on your offering.
  • "Schedule an appointment."
    • Go straight for the jugular!

Of course, you can have your own "actions" and try different ones to see which produce better results. I simply wanted to present a few frameworks to get you headed in the right direction!

3) Email Follow Up

You'll use email automation to follow up with leads to, at the very least, send them the voucher/coupon for the initial offer.

The goal of these emails isto have them call you and/or to have them use the voucher/coupon to claim the initial offer, if they haven't already.

If the person calls or visits your business, stop sending them the emails.

Keep these emails short and to the point. For example:

Hi {lead name}!

Congratulations on being one of the lucky ones to grab a 1 month free gym membership!

To claim your slot, please give us a call at (123)456-7890 or just show up!

We're able to hold your slot for 3 days. If we don't hear from you by then, your slot will go to the next person on our list.

Thanks!

Nathan

Send another follow up email ...

Hey {lead name},

It looks like you haven't claimed your 1 month free gym membership yet ...

And, I wanted to let you know your slot is still available for 2 more days.

Please call (123)456-7890 or just show up!

Thanks,

Nathan

PS. If you already claimed your slot, please disregard this email. Our systems sometimes take a day or two to catch up!

And a "last chance" email ...

Hi {lead name},

This is the last chance to claim your 1 month free gym membership.

If you don't call (123)456-7890 or visit us today, your slot will go to the next person.

Sorry to "put pressure" on you, but we only have a few slots available and want to make sure they're given to those who really want them.

Thanks,

Nathan

PS. If you already claimed your slot, please disregard this email. Our systems sometimes take a day or two to catch up!

That's all there is to it. Short, sweet, to the point.

4) Retargeting

Retargeting is a type of paid advertising where you can present specific ads to a specific group of people.

For example, if someone opts-in for the voucher/coupon, you can retarget them with ads that remind them to claim their voucher/coupon by calling and/or visiting your business in the next few days.

Or, if you're hosting an open house or event, you can retarget everyone with ads that remind them of the date, time, and location of the open house or event.

You can do a lot with retargeting and it's certainly worth digging deeper into its functionality!

5ish) Text Messages

You can automate text messages for follow up; however, they tend to be more trouble than they're worth.

Typically, when someone receives a text, they reply via text. So, unless you want to text back and forth all day - I do not recommend this option.

If you decide you still want to throw it into the mix, just remember to keep it short (less than 160 characters) and have the Call-To-Action be to call you.

For example, "Hey, it's The Crazy Eye Gym! Your 1 month free gym membership is waiting! Please call (123)456-7890 to claim your slot!"

Running Facebook Ads To Your Funnel

All that's left to do now is send traffic to your 2-step funnel!

Fortunately, there's a pretty simple formula for doing this ...

  • Ad Text: {Call out your audience}! {Tell them what you're giving them}! {Tell them how many you're offering}, {give them a Call-To-Action}!
  • Image: Use the same exact image as your squeeze page background. Add text to it that says "Want {whatever you're offering}?" (If you need help adding text to an image, check out Canva)
  • Headline: {DISCOUNT AMOUNT}! {What you're offering}
  • News Feed Link Description: Want {what you're offering}?

Example:

Lead Gen Facebook Ad Example

Simple enough, right?

There are a few other things I'd like to point out with regard to launching your ad campaign:

  • Campaign Objective should be set to conversions. This means you need to have a properly installed tracking pixel and are tracking leads correctly!
  • Ad Set Settings:
    • Edit Placements: Only show on Facebook News Feed and possible Instagram if it makes sense to do so. You may split test desktop vs. mobile.
    • Conversions: Set this to Lead (again, this assumes you have your pixel and tracking setup correctly)
    • Budget: Start at $20-$30 a day
    • Audience: Make sure you target your ideal audience and the correct location(s)

Beyond that, you can get fancy with custom audiences, lookalike audiences, retargeting, and split testing more ads and offers. But, all that's a bit beyond the scope of this post ...

What you see above will yield you 80%+ of the results. All that extra "stuff" can get you that extra 20% or so; however, with what I've shown you, you should have no issues creating a profitable 2-Step Facebook Lead Gen Sales Funnel!

BONUS: How To Setup A Call Center

Picking up the phone to call a new lead can be terrifying.

I hate it.

Even if you call within 15 minutes of them opting in for the voucher/coupon ... they may have already changed their mind and become irrationally irate at the fact you have the nerve to call them.

Yes, people will give you their name, email, and phone number and then yell at you for calling them.

People are crazy.

I personally like to avoid crazy as much as possible. It's just not something I like to deal with.

Beyond having to deal with the crazy factor, all these initial phone calls take time. And, you need to stay on top of them too ... remember, you need to call withing 15 minutes of them opting in. (obviously, do this within business hours. If someone opts-in at 2am, call them at 11am.) 

If you have employees, you can obviously task them with this role ... or, you can outsource these initial calls to a professional call center!

Jill's Office

A Google search will reveal hundreds of call centers you can outsource these initial calls to. Or, you can hire a friend, neighbor, or independent freelancer.

Do whatever makes sense for you; however, I wanted to let you know who I use and trust ... Jill's Office.

I have no affiliation with them whatsoever. I don't earn a commission or anything by referring you. Nothing like that. They just do good work and I recommend them.

To be honest, I haven't tried any other call centers because Jill's Office was the first one I came across that was US based and quick to reply. I've stuck with them ever since.

So, there may be better options out there, I just haven't needed to look.

Join The Course!

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Click here to check out our new course: How To Drive Leads And Customers To Brick & Mortar Businesses With Facebook Ads!

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