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No matter what it is you’re attempting to sell on the internet, a sales funnel is the top way to accomplish it. This is the best systematic way to develop trust, to build a relationship and to motivate people to want your brand before producing a sale-and it is extremely potent when done well.
Take a look around the net and chances are that you’ll have discovered a multitude of sales funnels without even knowing it. So what the hell is a sales funnel? How does it function? And how can you take advantage of its power for yourself?
Those are the questions we’re going to be asking and answering in this epic sales funnel article. At the finish, you’ll know precisely what an ebook is and why it’s so crucial. You’ll also be able to create your own sales funnel from the ground up and use it to capture leads and convert them into paying buyers.
Once you understand the technique behind this, you’ll see why it’s the most successful way to grow profits and you’ll have the ability to turn any services or product into a huge success.
What Is a Sales Funnel?
Before we go any further, it would perhaps be useful to explain exactly what a sales funnel is and what you’ll be using it for.
Essentially, a sales funnel may be visualized as a funnel for customers. You start out with a broad entrance to hook as many leads as possible and after that, you gradually narrow those leads down to only the most engaged and interested customers so that you can sell to them. At the same time, you’ll be establishing trust, building engagement and prepping them ready to generate a sale.
You can also consider this as a ladder, which each rung taking your customers closer to the top where you’ll eventually try to sell to them.
The Value Ladder
In practice, what this means is a series of different marketing strategies, each arranged in such a way as to build more and more targeted leads for your business. So you might start with a simple advert, or an article and then move on to an email list, then a ‘free guide’, then a seminar, then a small product sale and then a big sale.
Each of these marketing steps is a rung on a ladder, it’s a little further down the funnel. And each time a customer clicks the next link, or follows you to the next step, they are becoming increasingly more likely to purchase from you.
As mentioned, there’s a good chance you’ll have encountered different sales funnels in your travel around the internet: and you may even have purchased products from others through this technique. You might have encountered a blog and subscribed to the mailing list for instance, and then been told to click on the link therein in order to see a free seminar. And then maybe the free workshop asked you to sign up for the next workshop which would cost a little money.
And you may have come across it on YouTube too. For example, Tai Lopez is something of a mysterious business guy who wants to use everything at his disposal to capture new leads and sales- even when that involves a little bit of bare-face lying (that’s not his car and not his garage!).
But he still employs a sales funnel extremely well. If you go on YouTube to watch a video, his ad will very often appear.
The guy then goes on to speak about his cars or his massive house and this makes you want to watch– even if only because it irritates you.
The Free Report
By the end of the video, he offers to show you how to get his three essential tips for generating income. And because it’s free, why wouldn’t you click it? Only at this point, you’re becoming more and more involved with his brand and more and more likely to become a paying customer. When you watch this ‘free’ video, which is on his site or channel, you’ll then be told you can get even more information by signing up for a free report. In fact, this report is key to understanding the video. If you do this, then Tai now has your details and the confirmation that you’re interested in what he has to sell!
You’ve gone from a ‘cold lead’ (someone on YouTube, targeted based on your video watching choices), to a ‘warm lead’ (someone who has demonstrated an interest) to eventually a ‘qualified lead’.
The way Tai does this is a little transparent and a little cynical but it’s how all the big names operate including the likes of Tony Robbins and Tim Ferriss. And it’s exactly what you should be doing if you want to make sales. Note that this doesn’t mean you have to con people like Tai! Just that you need to consider your marketing strategy in steps and stages and comprehend the psychology of the way you’re dealing with people.
Checking out this epic article on sales funnels, you’ll learn precisely how to employ these type of methods yourself and we’re going to break down all the different tools, resources and tips you have to execute this plan flawlessly. What’s more though, is that we’re also heading to look at some higher level concepts.
You’ll learn how to sell anything, ways to write persuasive copy that people simply can’t avoid and how to build a huge following so that you don’t just have visitors and customers– you have loyal fans!
Specifically, you’ll discover:
- Why sales funnels are THE most effective tool for sales
- All the tools and resources you need to create the ultimate sales funnel
- How to target your audience and bring the right people to the first step of your funnel
- Ways to use persuasive copy to convince people to purchase anything
- Engage your audience and build trust and real following
- How to maximize conversion rates
- Ways to make people buy from you more than once
- Utilize an understanding of psychology to skyrocket your sales
- What the different options are for your sales funnels
- How to stand apart and be different
- And a lot more!
Imagine if someone came up to you in the street and asked you if you ‘d like to buy a $5,000 watch.
99.9999% of the time, you would say no to that offer.
Why? Well, apart from the fact that you might not want a watch (you are a ‘cold lead’ in that respect), there’s also the small issue of trust, recognition and authority. You don’t know who this person is, you’ve been given no reason to trust them and you’re probably not going to want to hand over any cash.
That’s why companies don’t do this. Instead, they give you fliers. Fliers are things you can choose to accept or throw away– but either way, they don’t cost you anything and you won’t feel that you’re being pressured into anything.
Other stores do something different: they give away freebies. Walk past Starbucks and you’ll often find them giving away free samples of their new drinks and cakes for you to try.
Again, you can easily walk away if you’re not interested and you won’t feel you’re being strong-armed. If you like the free sample though, then you can come in and try whatever else they’re offering.
Poor Sales Funnel Strategy
If you try and sell to people right away on your website though, then you’re the equivalent of someone trying to sell thousand dollar watches in the street. And if that’s the only thing you’re offering and the only way that your visitors can engage with you, then they’re just going to say ‘no thanks’ and leave, giving you no way to contact them again and no way to get them back. As you might have guessed, this is a poor strategy!
Try to imagine it from their perspective: they have typed ‘fitness tips’ into Google, found your page essentially by accident and now you’re trying to sell them your training program for $500. People do not make decisions on that basis unless they’re loaded with cash. They’ll see you’re trying to sell them, write you off as spam and then leave.
Now imagine the alternative: the sales funnel technique.
They do the same thing: they type in ‘fitness tips’ and they land on your site where they get some great information right away. That information is unique, interesting and useful but at the bottom, it tells the audience that if they want more great tips– your ‘5 Most Powerful Tips’– then all they have to do is to enter their details to receive your free report.
There’s very little reason for them not to do this: you have demonstrated that you’re able to provide value and you’re offering something for free. The only price they pay, is to allow you to contact them in future– but as you will point out, they can always just unsubscribe if they don’t want to hear anything more from you.
Good Subject Lines
They get their free report and once again, they find it is really good. At the same time though, they’re now getting emails from you– emails with highly engaging and interesting subject lines. The people who click those emails are now showing very good engagement and you can see that they’re the kinds of people that might be willing to buy from you.
Those people will receive an email on an automated basis that invites them to an exciting free conference where they can here you talk online about fitness. This is a great, rare opportunity and if they like what you’ve done so far, they should definitely get involved.
They do that and because they’ve gone so far out of their way to hear you and they’ve listened to the whole thing, they’ve now made the full transition to fan. They are now engaging with you in a big way and going out of their way to hear more from you. This makes a massive difference because in their own mind it will inform them that you are someone they’re interested in hearing more from.
Quick Psychology Lesson
This relates to an interesting aspect of psychology called ‘cognitive dissonance’. Did you know that the best way to make someone like you is to get them to do things for you. Why? Because this creates a state of cognitive dissonance in their mind otherwise. The brain like congruence– it likes to see that your actions are consistent with your beliefs.
If you do something for someone that takes a lot of effort then, the brain assumes that you must really like them to have been willing to go to such lengths.
The same thing works here. If someone engages with your brand– if they rush to your seminar and wait for you to come online– they tell themselves that they must be big fans of your work!
Transition To Paying Customer
At the same time, when someone has put a lot of effort into something, that then creates a strong motivation to ‘get something from it’. Your audience will want closure and the best way to do that is by buying from you!
After your free seminar, the next stage is to sell to them. This is them taking the next step and transitioning from a visitor or a fan into a paying customer. This is the point where they become willing to buy from you and where you can start making money.
BUT it’s not going to be the ‘big ticket’ item yet. Instead, you’re just going to sell them something very small. This very small thing is going to be something along the lines of an eBook or a short course. It should cost anywhere from $5 to $50 but what it’s doing is demonstrating that they can buy from you and trust you.
Why Your Small Sale is So Important
This ‘small sale’ is a super important point to include in a sales funnel (and one that not everyone will know to include). The basic idea behind this is that you’re giving your audience the chance to buy from you without too much risk.
Because, as we saw with our watch salesman, one of the biggest ‘barriers to sale’ is risk. People are naturally risk averse and they hate the idea that they might hand over their cash, only for you to go running off into the sunset laughing at their stupidity. They need to see that they can buy from you and trust you.
And if they don’t know that, then getting them to spend $5,000 is going to be very hard. But now sell them something for $5 and you can get them to say ‘why not’? They’ve seen you can offer value from the other steps in your sales funnel and the risk of losing $5 is not too serious. So they take their chance. Only now, they know they can trust you, they know that you’re able to deliver value and their details will already be saved in your payment system.
The Big Purchase
That means that to make the big purchase, you only have to persuade them that your product is worth it and get them to take the plunge with one click. This is MUCH easier than trying to get them to take the plunge when they’ve never dealt with you before.
And finally, it’s off the back of that sale that you’re going to then sell your big ticket item. They’ve heard all your free content, they’ve read your ebook … but if they want to get the very most from you and if they want to see the very best, most powerful tips for their training, then they need to upgrade to your most expensive offer.
Alternatively, you might make multiple sales of products that increase in value gradually over time and that way each increase in cost will seem very small. This way, you are making ‘incremental’ increases in price and thus people will gradually increase the value that they’re spending with you and become increasingly likely to make the transition to the truly ‘big ticket’ items. See the chapter on pricing and ‘moving the free line’ for more on this.
But in short, that is how you sell a $5,000 product.
One More Important Point
One more important point is to understand and utilize the power of social influence and membership. This is one more tool you’re going to use to get people to really want to take the next step down your sales funnel. The idea of belonging to something and the idea of being ‘left out’ unless they take that step. So you’re going to point out to your audience that buying your big ticket item means being a part of your movement. It means getting the full experience and means seeing the VIP content that your ‘regular’ customers don’t get to see. They’ll be part of an elite community and they’ll get access to top secret information!