The other day, while emailing a colleague about a sales page, I made a mistake. I automatically launched into what sounded like secret code to my bamboozled reader.
Sometimes I get so excited in the frenzy of what I love doing best, I begin speaking in marketing terms and abbreviations. I have to remind myself that digital marketing has a language of its own.
So … back to my story … this fellow asked me to explain it all to him in a nice, easy, and simple way.
The explanation was so helpful to him. I thought some of you might also appreciate an explanation of this term that’s being bandied about the digital world. Then you’d know just what it means when you encounter it …
Because if you have something to sell and are looking for the very best way to do it, you either have already or will soon cross paths with a sales funnel! And if you spend any time on social media or search engines, you are surrounded by them at all times!
Funnels can be incredibly simple – or multi-layered and wildly complicated. Either way, they represent automated digital marketing at its best and most carefree – with pure, automated dripped out wealth as the result! Believe me, it’s worth knowing about these!
How does a Sales Funnel Work?
The items listed below are all part of a sales funnel build-out. Each of the 3 main parts is connected to the others in multiple ways – even in this simple One-Time-Offer version (you should see the complicated ones).
Shall we start at the beginning?
Let’s say Jane’s office is a total disaster. Her desk is piled two-feet high with toppling stacks of papers and manila folders. Last week’s coffee cup retains the crusty remains of last Wednesday’s espresso in a corner next to the overstuffed file cabinet. Jane’s browsing the web in search of ways to get organized. She’s trawled across Google, Facebook and Pinterest for hours and FINALLY comes across your Facebook ad, blog post, or link to …
1. The Freebie Opt-in
Also known as the lead magnet, or (more offensively) to insiders as “click-bait,” this first step of the sales funnel offers a deliciously enticing, beautifully designed and helpful product in exchange for the prospect’s email address.
This could take the form of any of the following:
- A PDF printable download telling her which papers to keep and toss
- A yearly organizing calendar
- The chance to win a prize – a download of a best-selling book on organizing
- A free consultation – with a professional organizing coach
- Tomorrow’s free webinar – on productivity and paperwork
- An enticing quiz – on organizing personalities (which are you?)
- A 15-day email course about organizing for tax time
IF Jane gives her email address in exchange for the freebie, she’s sent to a Thank-You/Upsell Page and finds a version of the following:
“Thank you for joining our fantastic ______. We promise to send you nothing but wonderful tips and hints to help you __________ better and make all your dreams come true” sort of thing. Immediately after the thank you, she’s presented with …
2. The Tripwire Offer
The Tripwire gives Jane a fantastic low-risk opportunity to spend some $ with you. The price typically runs from $10-50 …
You’ll give her a taste of your larger products (often one module of a bigger course or a single, valuable resource from your membership site), in exchange for her credit card information.
In our scenario, just below the Thank-You, Jane finds a $17 video course with bonus worksheets. This promises to give her the best secrets ever from top Virtual Assistants. You’ll show her how to organize all the online and paper filing in her home office in no time with minimal effort.
It can look like something like this:
“By the way, if you’re interested in [the freebie], we have this related ________________” …
࿕ you might enjoy.
࿕ starting soon.
࿕ available right now to help you do/get more of the same.
3. The One Time Offer (OTO)
Now that Jane’s Visa number is fully entered and she’s clicked “Order Now,” she’s directed to a One Time Offer. To buy this new thing and improve her life TODAY, she only has to make one little tiny little click. And she’s been click, click, clicking right along up to this point.
She’ll see the offer pop up in a Video Sales Letter (VSL) or Sales Page designed to engage super-achieving, multitasking work-at-home moms just like her into the bigger offer.
But she’ll have to act now – the rock-bottom price won’t be available forever.
In fact, there’s a genuine cut-off for the time and date (I know you’d never, ever use a fake timer or cut-off, but we’ve all seen this and either panicked to sign up faster or rolled our eyes in exasperation!).
Every time Jane rejects part of the funnel, its almost mystical paths automatically attempt to bring her gently back. How? … with a friendly, helpful email sequence.
Yes, she’s on your email list now.
Who knows? In another two years, she may be ready to buy. What will change her mind? … perhaps it will be the nightmare tax audit with endless receipt-hunting safari. Or it could simply be a gut reaction to the cold panic of having lost both her cable and Discover card bills at the bottom of Paper Mountain this month …
So there you have it – the funnel. It’s nothing like a warm funnel cake dripping with sugar and saturated fat …
It’s much, much better ….
This is a money-making machine.
Want to know more about what the right funnel and copy can do for you?
Contact me today to discuss your copywriting needs.
Or for the DIY business, check out these resources to learn more and get started on your own:
Build Your Own Funnel and Save Thousands of Dollars:
DIY Funnel Copywriting for DIY Freelancers and Entrepreneurs: