Over the years I would often confuse myself about how I could sell to everyone. I had built up audiences (in the general sense) and I wanted to sell $100+ offers to them.
So I did what every marketer tells you to do and I pushed them to my mailing list. Because as they say, “The money is in the list.“
But why do we do that? There are two main reasons:
1. That’s where people will pay attention to you
2. It allows you to educate them more so that you can finally sell to them
It works. There is no denying that. But there is always this nagging feeling that this is inefficient. I only thought this because I looked at how I purchased things.
I would follow someone on social media and I would consume all of their content in a very short period of time. If they had a YouTube channel I would go through it. If they had a blog I would read it from beginning to end.
After those things, I knew whether or not I was going to buy from them. I didn’t need to sign up for a mailing list.
Where Traditional Funnels Fail
And that’s where the traditional funnels are falling flat. They don’t take into consideration social media. Sure they show you how to get people from social media to your mailing list, but why couldn’t your social media accounts act like your mailing list?
(Note: I’m going to use Instagram as an example of social media for most of this course, but it applies to all networks.)
People log on daily to Instagram and they (hopefully) see your messages. After a month do you think they have a feel for you? More than likely.
And here’s where people get tripped up. You don’t know if the person joins your mailing list on the first day they come across you or the 500th day. You don’t know if they’ve gone through your site or other social media accounts.
You also don’t know where they’re at on the Customer Journey.
And yet we treat everyone the same.
Like my stuff? Sign up for my mailing list.
It doesn’t matter if you’re ready for the solution now. Go to my homepage or newsletter landing page and sign up. Then I might share the solution with you.
Or we can look at the other end of the Journey.
Are you new to this? Then go to my homepage or newsletter landing page and sign up. Then I might give you the info you need to get started.
The traditional funnel does a terrible job of taking into account all of the different possibilities of your audience. And it would seem impossible to do that, but it isn’t.
Not when you break things down and look at what is needed to get someone to buy from you.
Most of your audience is going to be passive. They’ll wait for you to tell them what to do. But there will be a small group that will go out and get what they want. It doesn’t make any sense to delay these people from getting what they want.
And this is where a Feel Good Funnel comes into play.
Instead of waiting to get into the details of it, let’s go through one in the next lesson.
But what does all of this have to do with Improvement?
Improvement Is the Only Thing
The only thing that people buy is improvement.
That’s it.
If you can remember that then everything else becomes a whole lot easier. But what does it mean?
When someone buys something they feel it will improve their life in some way. It’s usually small, but there are times when the improvement is big.
But there is always an improvement.
Everything that you do within your funnel is to give the person a feeling that they are improving with the potential of more. Going through this course is an example.
Each lesson offers you a new improvement. A new way to see the world. Because of this, you continue to go through it because you see the potential for more.
It doesn’t matter if you came here from my social media, emails, or blog posts, something showed you an improvement and then you bought this course because you saw the potential for more. If you can’t provide that then people do not care about you.
This is why the surface-level how-tos do so well on social media. A brand new hack makes the person feel as though a whole new world has opened up.
But it’s also why these posts can be frustrating to those that are more experienced. They don’t offer you any improvements. You need more. You need something greater.
There is a reason why I invest so much time in long-form content. Those that want more than what I can give on social media move to the next level of the funnel which are the blog posts and guides.
When you move from those to the courses, it’s because you feel there is still more improvement to be had.
And that’s how you build a successful funnel.
Next Lesson: The Flawed Funnel >>>>>