Sales Funnel Success: Basics Of Sales Funnels Explained By Jeff Walkner (Business & Marketing Books)

Sales Funnel Success: Basics Of Sales Funnels Explained By Jeff Walkner (Business & Marketing Books) what you know has the ability to change
somebody's life right now it's being tied from the Google thousands of times
per second it's being liked on Facebook the hashtag goals on Instagram and
people are sitting in a classroom paying $50,000 per year or more to learn just a
fraction of what you already know now what if that thing that he loves so much
didn't have to be just a hobby what if it was your career your business what if
people actually pay you for your advice you might be the one that could save a
marriage repair a family change the course of someone's health inspire an
idea expert seekers to help you to find your voice build a movement and become
your career new your FREE copy of expert secrets now because your message matters you're listening to Jeff Walker's sales
funnel success by Jeff Wagner narrated by the author chapter one the nature of
the beast no matter what you're trying to sell on the web a sales funnel is the
number one way to do it this is the most systematic way to build trust to build a
relationship and to encourage people to want your brand before making a sale and
it's incredibly powerful when done we'll take a look around the web and chances
are you'll come across a large number of sales funnels without even realizing it
so what exactly is a sales funnel how does it work and more importantly how
can you tap into its power for yourself once you understand the science behind
the sales funnel you'll see why it's the most effective way to build profits and
you'll be able to turn any product or service into a massive success before we
go any further it would be useful to explain exactly what a sales funnel is
for those of you who are not entrepreneurs in essence as sales funnel
can be imagined like a funnel for customers you start out with a broad
opening to capture as many leads as possible and then you gradually narrow
those leads down to only the most engaged and interested ones so you can
sell to them all the time you'll be building trust building engagement and
priming them to make them ready for the sale you could also think about it as a
ladder with each rung taking your customers closer to the top where you'll
eventually try to sell to them 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 a blog post and then move on to an email list then a free
report then a seminar then a small product sale and then a big sale each of
these marketing stages is it wrong on a ladder it's a little further down the
funnel each time a customer clicks on the next link or follows you through the
next step they're becoming more and more likely to buy
you as I mentioned earlier there's a good chance you've encountered different
funnels in your travels around the web you might even have bought some products
for others through this method you might have come across a blog and signed up to
the mailing list for instance and then be told to click on the link in order to
see a free seminar and quite probably that free seminar asked you to sign up
for the next seminar which would cost a little money there are numerous great
examples on YouTube one and the gentleman will remain nameless is an
inscrutable businessman who's willing to use everything at his disposal to
capture new leads and sales even posting a video with a fancy car and saying it's
his but he still employs the sales funnel very well if you go to youtube
you'll find those ads showing up all the time the guy then goes on to talk about
his cars or his massive house and this makes you want to watch even if the only
reason is because it annoys you at the end of the video he offers to show you
how to get his three most important tips for making money 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 his free video on the 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 that entrepreneur now has your
details and the confirmation that you're interested in what he has to sell so
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 and to
eventually a qualified lead the way that entrepreneur does this is a little
transparent and more than a little cynical but it's how all the big names
operate and that's exactly what you should be doing if you want to make
sales no this doesn't mean you have to calm people like the example I gave you
just that you need to think about your marketing strategy and steps and stages
and understand the psychology of the way you're dealing with people I'm going to
break down the techniques you need to know and all the different tools
resources and tips you need to execute a perfect sales funnel success you'll
learn how to sell anything how to write persuasive copy that people simply can't
ignore and how to build a massive following so you don't have just
visitors and customers you have loyal fans you're going to discover why sales
Falls are the most effective tool you're going to discover all the tools and
resources you need to construct the ultimate sales funnel you'll learn how
to target your audience and bring the right people to the first stage of the
funnel you'll learn how to use persuasive writing to convince people to
buy anything you'll learn how to maximize conversion rates to make people
buy from you more and more to utilize an understanding of psychology to skyrocket
your sales and you'll learn the different options for your sales funnels
that will allow you to stand out and be different chapter 2 understanding the five touches
imagine someone coming up to you in the street and asking you if you'd like to
buy a $5,000 watch I would say that 99% of the time you would say no to that
offer right well apart from the fact you might not want to watch 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 Flyers fliers are things you can choose to accept or throw away but
either way they don't cost you anything and you don't feel you're being
pressured other stores do something different they give away freebies walk
past the Starbucks and you'll often find them giving away free samples of latest
drinks again you can easily walk away if you're not interested and you won't feel
you're being strong-armed but if you like the free sample you can come in and
try whatever else they're offering so if you try and sell people right away
on your website then you're the equivalent to 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 a very poor strategy try to put yourself in
their shoes they've typed fitness tips into Google found your page essentially
by accident and now you're trying to sell them your training program for five
hundred dollars people don't 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 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 for example your five most powerful tips then all they have to
do is enter the details to receive your free report there's very little reason
for them not to do this because you've demonstrated 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 point out they can always just
unsubscribe if they don't want to hear from you they get their free report and
once again they find it's really good content at the same time now they're
getting emails from you 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 kind of people that might be willing to buy these
people will receive an email on an automated basis that invites them to an
exciting free conference where they can hear you talk online about fitness this
is a great rare opportunity and if they like what you've done so far why
shouldn't they get involved so they do that and because they've gone so far
another 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 that that you're someone
they're interested in hearing more from this relates to an interesting aspect of
psychology called cognitive dissonance did you know the best way to make
someone like you is to get them to do things for you why well because this
creates a state of cognitive dissonance in their minds otherwise the brain likes
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 do that 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're telling themselves they must be big fans
of your work at the same time when someone has put in a lot of effort into
something and that creates a strong motivation to get something 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
start making money but it's not going to be the big-ticket item yet instead
you're going to sell something small to start with this something small could be
along the lines of an e-book or a short course and it should cost anywhere from
five to fifty dollars what it's doing is demonstrating that they can buy from you
and trust you that's why your small sale is so important it's an important point
to include in a sales funnel the basic idea behind this is that you're giving
your audience the chance to buy from you without too much risk because as you saw
from my watch salesman example one of the biggest barriers to a sale is risk
people are naturally risk adverse and they hate the idea they might hand
over cash only for you to go running off into the sunset laughing at them they
need to see they can buy from you and trust you and if they don't know that
then getting them to spend five thousand dollars is going to be very hard but now
sell them something for five dollars and can you get them to say why not they've
seen you can offer value from the other steps in your funnel and the risk of
losing five dollars 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 to your payment system that means to make the
big purchase you only have to persuade them that your product is worth it and
get them to take the plunge as Amazon would say with one click this is much
easier than trying to get them to take the plunge when they've never dealt with
you before in fact it's pretty much impossible
and finally it's off the back of that sale you're going to sell them your
big-ticket item they've heard all your free content they've read your eBook and
now they want to get the very most from you and if they want to see the very
best the most powerful tips 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're 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 item
bottom line that is how you sell a five thousand dollar product 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 that next step down your sales funnel the idea of belonging
to something and being part of something and the idea of being left out unless
they take that step so you're going to your audience that buying her big-ticket
item means being part of your movement 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 now you're beginning to see how a sales funnel works aren't you and
why it's such an important tool for maximizing your sales at the same time
it's worth noting that the steps themselves don't need to look exactly
like this you might not have a mailing list you might not have a seminar but
you can still create a funnel what's important is simply that you have a
series of escalating steps with each one increasing engagement and building your
fan base further so the question now becomes how many steps constitutes a
funnel well this varies from case to case
the best answer as you might have guessed from the chapter title is 5
that's because research has told us it takes 5 touches to sell to someone this
means they should interact with your business at least 5 times before you try
and shift your big-ticket item this is enough to take someone from being
completely unaware of your brand to being familiar enough with you that
they're willing to put their money and their trust in your products chapter 3 diving deeper into the sales
funnel so now knowing you should utilize five unique steps what are those five
unique steps what kinds of touches can you employ to get the maximum amount of
buying power well I'm going to run them down for you now the first touch is a
blog this is the most obvious first touch used by a lot of sites and
businesses it's a great place to provide some free value to demonstrate your
knowledge and authority and to provide tips and advice your blog should include
free information and articles related to your business or nation and you should
work to make sure these are well-thought-out well-written and above
all providing tons value the more unique useful and
insightful information you offer here the more people are going to trust you
and believe you can offer the value they're looking for and that it's going
to be worth paying for another first touch variation is the squeeze page this
is a page that is all about trying to get people to subscribe to your mailing
list you can drive people here using PPC and other forms of ads and then simply
set out an excellent case for them to subscribe to you it can work alongside a
blog or it can work on its own you can use YouTube as an excellent place to
have your first touch here you can create a video you know people will
search for and attempt to offer some real value the great thing about a video
is that it's so engaging and will be so effective in grabbing attention holding
that attention and allowing you to convey your points to an audience that's
listening there's no reason that your first touch needs to be on your own site
if you write a guest post for another big channel then you get their fans and
followers to find your content and you can then bring those viewers and readers
over to your own channels here are some of the variations you can use for your
second touch first up a mailing list this is a great one because the vast
majority of brands will use it email still has a great level of conversion
and open rate due to the fact that it's so personal and direct it also means
you're not relying on a third party like Google or Facebook and it allows you
most importantly to address your audience directly the next best thing to
a mailing list is social media if you can get someone to like you on facebook
or follow you on twitter then you're giving yourself the opportunity to
contact them in the future and like subscribers people who follow you on
social media are taking that psychological step that makes them fans
you can also try alternative options for your social media – snapchat for example
has surprisingly high engagement inviting people to take part in a
community is a brilliant way to get them excited about your brand
committed once people start having conversations in a group with your name
in it they'll feel they belong and it will be very hard for them to turn off
from your brand and to break their engagement the YouTube equivalent of
this is to get someone to subscribe to your channel when they do this they'll
then see new videos as you post them this is an excellent way to get them to
see your new content and to reach them with new promotions and offers now let's
take a look at some of the variations on the 3rd touch this should be something
that requires them to take another action and it should be something a bit
lengthier that forces them to engage with your content a free report is a
great example of this and it's a good chance for you to demonstrate the value
that you're capable of delivering video seminars are great because they're live
events this means people will need to prepare to listen to them and hopefully
will be looking forward to the event making people wait for something is a
perfect way to get them to want it more what's more a live video seminar is
something that people will feel very engaged with and we'll give them a
direct interaction with you similarly you could offer some kind of free chat
or consultation going back to my example of selling a training program you could
offer a free fitness consultant and recommend some exercises diet plans etc
this can be one-to-one if you're willing to put in the time and really it's a
fantastic way to build fans another option though is to have a group chat
such as one on Google Hangouts and you can make this more exciting by making it
an invite-only event your fourth touch is going to be the small sale that will
help you engage your audience ideally this will be something that you will
offer a similar service or value to the main product that you're trying to shift
and that way it should be able to demonstrate that the thing you are
infact selling for more is really going to be worth more money or if your only
interest is getting people to buy from you and demonstrating your
trustworthiness then you can always just sell something incredibly cheaply this
could be as simple as a phone case or a t-shirt
anything that just costs a couple of dollars many a sales funnel will be
built around just sales the sales funnel I've described so far is one with a low
free line in other words the more you give away for free
the better but it's also possible to put multiple purchases below the free line
rather than selling one item then your big-ticket item you can instead go
through gradually more expensive products and build this up to the point
where your customer eventually pays for something very expensive this is the
best way to get people to buy the very highest ticket items this way they'll be
making multiple purchases that increasing value and each step will seem
slightly smaller it won't seem like such a big deal to eventually spend that much
money the steps are incremental and thus they
seem smaller and more palatable if you're selling software as a Service
SaaS but another good option is to offer a free trial this is much easier to
convince someone to try than actually selling to them but if you handle this
correctly they'll still be handing over the details and they might even input
their card details so you can charge them if they fail to cancel the
membership after the first month another alternative to actually selling is to
give something away for free one of the best examples of doing this is to give
away a free promotional gift these are things that have your branding on them
and might include the likes of t-shirts or coffee mugs very cheap to produce
which makes them ideal loss leaders what's more is you can include your
branding and get free marketing and exposure every time your fans use those
items at the same time by wearing a t-shirt with your brand on it your
visitors will feel much more engaged and committed to your brand to the point
where they might want to demonstrate their allegiance in other ways obviously
your final touch is going to be your actual sale this is what everything up
to this point has been leading to and when your visitors arrive on your site
hopefully they should be in-game aged committed and ready to buy all that
remains is for you to make that final push to convert them into a customer and
you might do that with a series of emails or you might do it with an
effective sales page chapter for advanced sales funnel techniques there
are a number of more advanced techniques and strategies you can add however many
of which will help you engage your audience even more or in an entirely
different way for example one step that people often won't use is to offer a
free app download this works well because people will often get excited by
the prospect of getting an app they can see that this is an exciting free
product rather than something dull like a mailing list this then gives you a
very slick and polished way to reach your audience or for them to check in
with you it also means you can use push notifications to sell products another
example of a more advanced touch is to try live video streaming effectively
this means using a tool like periscope or Facebook or even YouTube in order to
stream a recording of yourself live to your visitors when done correctly this
will allow you to engage a large audience of followers and they'll in
turn be able to respond to what you're saying
live-streaming is taking off in a big way and it's a great way to find new
potential customers because the various channels are currently so quiet that any
video here will be quickly and easily found by people who are searching for
new things to watch what's more live streaming allows you to interact
directly with your audience people will be able to watch you as though they were
in the room with you and can ask questions you'll be able to respond to
directly this builds much more trust and makes them feel as though they know you
already and this can help a great deal when it comes to sales that it sure
doesn't hurt that live-streaming makes you look very modern and on the ball at
the same time this is a cool and interesting alternative to having a
seminar on line one of the most important
considerations when you're building a sales funnel is how you're going to get
people to the start of that funnel in the first place what's more is asking
how you're going to get the right people to the start that's where something
called targeting comes in going back to my example of the Shady watch salesman
one of the biggest problems was that that salesman didn't know who we were
we've shown no interest in watches and for all he knows we might hate wearing
things on our wrist or perhaps we've just been given a beautiful new watch
and we don't need a new one for this reason alone our watch guy is not likely
to have much luck but now imagine that he's using targeting to sell only to
people with a high chance of being interested one way he could do this is
to stand outside the watch lovers convention there are watch lovers
conventions right another option would be to visit people's homes who've
answered a survey saying they're in the market for a watch
bottom line shady watch guy is still doing a lot of stuff wrong but simply by
approaching the right audience he's going to see a big improvement in his
conversion rates and that's what we need to do to bring the right people to our
site to begin with and to do that we first need to identify who our virus
this means working out who our buyer persona or ideal customer is a buyer
persona is a fictional biography of our ideal customer that means they're the
exact person who is liable to buy from you in profiling this person you're not
just looking at the demographics like buyers age sex location and marital
status this is important but you want to go deeper by thinking about their
philosophies their politics their other interests once you've created your
imaginary biography this will allow you to market your product in the very
places where this person is likely to be that might mean finding forums that
discuss the other subjects they're interested in or finding blogs with
similar central concepts to write guest posts for this will essentially allow
you to find a good to market which is anywhere your ideal
buyer is likely to spend time a brilliant example might be a magazine on
a particular subject if you can find your route to market and you can match
that market with the right product and sales funnel then you'll be almost
guaranteed to see success for your products chapter 5
what the heck is a I da and why should I care no matter how good your sales
funnel is it will only be as strong as your weakest link and in many cases that
weakest link is the fifth and final touch the point where you actually come
to sell your product a lot of people just don't know how to make their items
L and they don't know how to make something seem really exciting and more
importantly necessary this is where great copywriting and AI DEA comes in AI
DEA is a concept that will make it a little bit easier for you to sell your
products and make money online the general idea is that you need to take
your visitors from the point they've never heard of you to the point where
they're ready to buy only this time were focusing more on the specific product
rather than on the brand more generally so to break it down for you a ID a
stands for awareness interest desire and action you can't make someone interested
in your product until they're aware of it and you can't make them want it until
they've learned about it and you can't encourage them to click buy until you've
made them really want what you're offering this AI da structure is a
highly useful guide and it has five steps long the same as your 5 touches
you can even build AI da into each touch then start by teasing your product and
then building on that by providing more and more information and generally
making it sound more desirable either that or you can place awareness in your
second stage and then provide the interest and desire in the next
you can even place all five steps in the final touch through your sales page
depending on what it is you're trying to sell and of course your broader strategy
regardless of how you approach it in order to sell your idea you're going to
have to be able to use persuasive writing the bottom line is you're going
to need to build interest and desire for your product it starts with attention
and engagement which are increasingly difficult things to accomplish these
days everyone is in a rush and it's increasingly rare to get a chance to
just sit down and read a long piece of text studies even suggest that the
internet and technology in general is causing symptoms very similar to a DD in
a lot of people so your first objective is to get people to stop and pay
attention that means you need to write in a manner that's efficient and to the
point avoiding long-winded sentences or
flamboyant language get to the point in as few words as possible another tip is
to try writing with a narrative structure in other words make your sales
pitches Story one of the most common and popular ways to do this is write the
story of how your product helped you this works wonders because people find
it hard to turn off from stories we always want to know how they end and we
want to learn as much as we can about them
that's why we'll often stay up all night watching trashy TV isn't it you can also
grab attention right away by using a controversial or shocking opening
sentence that will increase interest and engagement and make it hard for people
to turn off another tip to make sure people don't just leave without reading
everything is to try and write in a way that makes it easy to skim through
quickly if you take a look at most sales pages you'll notice they're very long
and narrow utilizing lots of long detailed headers and they have lots of
bold underlined or red text the idea here is that most people will skim
through your content so you need to ensure they can do so and still get the
whole story even just the headlines alone should give enough information
that someone might be interested to buy while the bold and underlined words will
also jump out and grab attention this way even if people are in a hurry and
there always are they're still going to be engaged and hopefully buy your
product so now they're reading what are you doing with that hard-won attention
the answer is you need to sell the dream and sell your value proposition you need
to get people dreaming about your product and truly wishing they owned it
ultimately the objective here is to make sure people think of your product in
emotional terms they need to understand how your product can make their lives
better and why they really need it what is a value proposition essentially it
means understanding how your product really makes lives better what's the
real value in your product why will people buy it people don't buy a fitness
ebook for a good read they don't even buy a fitness book to get fitter they
buy Fitness books to feel good about themselves to impress women or men and
to have confidence in good health that's the dream and that's the emotion you
need to tap into if your product is about making money then the dream is
power influence and the resources to avoid the stress of debt to go on big
holidays and to own a big beautiful house of course you also need to
describe the product itself and precisely what it entails it can't all
be just sunshine and blue skies the next thing you need to do is build trust and
authority you're selling this dream and showing exactly how you're going to help
people get there but that's not enough on its own because people need to trust
you this is partly what your sales funnel has been all leading up to but
you can also further enhance this effort during your sales pitch you can help
people to trust you and remove your risk by using social proof like reviews and
testimonials using money-back guarantees and other safety measures that make the
buyer feel safe using stats and statistics such as studies that back
your claims appealing to figures of authority and the thought leaders in
your niche providing your own credentials if you do
all this you'll find people are more likely to take that risk and by finally
you need to remove those barriers to sale one way to do this is by combating
the dreaded buyer's remorse this is the sense of guilt that people can feel
after they bought something you need to remove this by demonstrating that what
you're selling is a good deal or by convincing them they might even be
making some kind of investment this strategy works particularly well when
you're selling something like a make money online course what's key to
understand when selling is that people buy based on their emotions and not
logic this is the reason that the whole value proposition concept is so
important if you try and sell based on logic alone then people will often
realize they don't really need what you're offering and talk themselves out
of it but if you convince them based on emotion then they'll feel strongly
compelled to buy and will find it hard to resist that temptation the difference
is huge and ultimately leads to a lot more sales this is often why it's a good
idea to try and get people to imagine owning your product and to make it seem
desirable in its own right in particular using the right language words like feel
and looks really help to paint a picture and are often used by thought leaders
and entrepreneurs who are very successful when they sell their products
the bottom line is you need to get people to act on that emotion while it's
there rather than going away and coming back and to do this you can introduce
scarcity and urgency that means pointing out that your audience needs to buy
right now or risk missing out entirely you can do this by making up that you
have only a very limited number of products left for sale or by introducing
a limited time discount then your readers will understand if they're
interested at all in what you're offering they need to buy right away or
risk missing out that way they'll act on their emotional impulse rather than
leaving and deciding against it chapter six polishing a diamond if you
take all the boxes we've just discussed you'll have a sales funnel that will be
effective in capturing visitors and converting them into customers you're
grabbing their details every time they interact with your brand and then you're
building trust and growing your authority but is this by itself enough
to guarantee your success unfortunately there's just one big thing that's
missing here and that's making sure all of the materials you've created are
excellent take a look around Facebook and you'll see plenty of adverts for
make money online schemes and fitness programs if you click them you'll be
taken straight to a sales funnel that will work just like the ones I've just
discussed but very often you'll find they don't really work on you the reason
is because they look like spam we've all seen a thousand make money online sales
funnels and we've all been to sales pages with people on yachts or beaches
telling us how we can earn money from home and live the dream the problem is
we just don't believe it anymore and why should we often these sites look like
they were made by a fifteen year old the promises are over the top and it's
something we've seen a hundred times before and then there's the question we
always ask ourselves in these situation if this person is so rich why does their
website look so cheap and the bottom line why are they doing this at all and
the way you're going to do that is by giving your funnel polish and by doing
what you can to stand out this means building a proper brand and investing in
your funnel hiring people to help you with your design and with your video
creation imagine how much different the exact same strategy would be but we're
the first age of your funnel was a professionally edited video with premium
production values high quality camera quality editing a good script terrific
music obviously this inspires so much more trust in your brand and makes you
stand out from all the second-rate spammers on the web
the same goes for offering something a bit different and for thinking of new
and unique ways to engage with your audience
never forget to actually build value don't just appear to be offering it chapter seven what's it going to cost the next important thing you need to
think about is how you're going to price your funnel you already know that your
first few touches are going to be free and we've discussed in detail the value
of charging for something smaller before you try and sell the big-ticket this
also has the advantage of meaning that even people who will never be willing to
pay for the big ticket will still be able to spend some money with you and
become paying customers now we're going to look at pricing in a little more
detail because it's an important consideration once again there are steps
and rungs and you're going to be increasing the cost of what you offer
very slowly as you go up the first step of course is completely free this is
your youtube video or your blog something that people can consume
completely for free and then just leave without any kind of commitment the free
line is often the term used to describe the cutoff point where your content and
your value stops being free and often this is shown in diagrams to be the
entry point of the funnel as they enter the funnel they commit to start paying
some items that go above the free line might include blogging guest blogging
Easons ebooks press releases free reports Camtasia videos seminars and
presentations having a free line and knowing where precisely your free line
sits can help you a great deal to manage your business and to test what's working
what's interesting is that more and more marketers are talking about moving the
free line specifically they're discussing moving the free line down and
making more of the things they used to charge for free this is a great way to
get more people to commit to the funnel and to get ahead of the competition
many people even recommend you give away your very best stuff the company that
provides the most value above the free line is often the company that wins
while it's possible to think about your business like this what you should also
recognize is that there is another line the details line this is an important
thing to understand because while a visitor isn't paying you when they sign
up there is still a cost to them that being their details this is still a
transaction and you still need to be able to offer something worthwhile to
them in exchange for those details what's more is that this moves them
inexorably toward buying from you once they've made the step of handing over
their details they've already made kind of a payment in one sense now it's going
to seem like a smaller step for them to move forward making a small purchase
especially once they made that commitment so now you know where your
free line is and you recognize that it's movable the next thing to consider is
the precise price you're going to set for the items that are below with a free
line this is important because this is still part of your puzzle we've talked
about selling on smaller item to get people ready to pay for the more
expensive ones but often your sales funnel will go further than this and it
could involve multiple purchases each getting more and more expensive but at
each step you need to ensure that everything you're providing is offering
value and something in exchange for what you're charging is worth that amount
here are a few options number one do your market research look
at what other brands and companies are charging for equivalent products and
offer the same number to look at the ways products similar to yours are
calculated for instance if you're selling items you purchased wholesale
then you might well use the typical keystone pricing approach this means
you're going to charge your end customers twice the amount that you paid
for the product thereby making a 100% profit number three you'll also need to
calculate your cogs cogs is cost of woods souls this tells you how much each
item you're selling costs you to manufacture working this out
tells you how much you need to charge in order to make a profit you can then
think about the amount you're going to need to grow and scale your business
while also maintaining a healthy lifestyle
number four keep in mind this doesn't work with ebooks because you don't have
any overheads the cost of manufacturing an e-book is nil so how can you be sure
you're offering the right value for money simple you test the market and see
what your ebook will sell for look at similar products then try tweaking your
price to see if it overall increases your profits or decreases them number
five read your metrics as you get more
advanced the only real option is to closely watch your metrics and see
what's working this means for example identifying how much a customer is worth
you once they reach the fifth rung because you might find it's actually
worth selling the first item in your funnel at a loss if it means that you
can subsequently increase the chances of selling your last item but the only way
to know this certainly is to carefully monitor your sales and see who's buying
what and how much it's earning you at each point in the funnel and finally
remember you need to add a little wiggle room in your price if you're going to
make a big sale quickly we've already discussed you want to increase urgency
and scarcity one way to do this is we've touched on is by offering a limited time
discount but that means you need to make the product expensive enough you can
offer the discount and still be making a profit and if you're selling multiple
products then there are various different ways that the cost can
interact that you also need to take on board for instance if you're selling
more than one item you might use a strategy called contrast this means that
you're placing a cheaper item next to a more expensive item this makes the more
expensive item appear more premium and it again introduces the idea of
increasing the price in small intervals a customer might convince themselves to
ten dollars more because it's a small price to pay to get the very best
conversely if the customer wants to be frugal then they might buy the cheaper
item because it will appear to be a better deal one next to the more
expensive one they can must overcome buyer's remorse by saying to themselves
okay well I'll just get the cheaper one chapter 8 long-term success strategy the
coarser thing to remember regardless of the tips and techniques we've discussed
and are going to use is that you're building trust and playing for the long
game remember we're aiming to do the precise
opposite of the shady guy in the street selling watches we know that we need to
woo our customers and get them on our side before we try and sell them
something worth thousands of dollars but the next question is precisely how
you're going to build that trust how do you generate true fans and how do you
make sure that the experience and each stage of your funnel is a worthwhile one
the first tip of course is just to make your products excellent and that goes
for the freeline ones too I've worked with clients that create sales funnels
where the first product is a folder filled with six silent videos of people
setting up WordPress they call this the ultimate guide to generating income
online or something similar what chance do you think that person has of selling
something for $1000 a sales concept that relates to moving the free line is a
concept known as over-delivering instead of creating something that falls sadly
short you need to make sure that your products and experiences are over
delivering each time that means you're exceeding expectations going above and
beyond for example if you promise an amazing ebook then throw an extra videos
extra mind maps and beautiful big images surpass expectations and you'll create
goodwill that will spur extra sales that's why the best sellers on Amazon
never promise next date they promised delivery in two to four
days and then make sure it arrives the next day customers are almost always
blown away by this which means positive reviews and more
sales another way to make people want to be fans is that they actually get behind
your brand you need to have a brand for example easy cash online is not a brand
it's a keyword or over a good brand goes beyond just a name and a logo a brand
should begin with a promise a call to action and with a mission statement the
best companies the ones that really inspire people and create big movements
are the ones that have some kind of vision for themselves and the world
Apple was so successful in its heyday because it was all about disrupting the
establishment and making computers fun and friendly to use it was about taking
that power out of the hands of the elite and giving it to the masses this was a
vision and a passion and as you well know it took over the business world and
you see this with all the most successful brands in the world they have
an identity a unifying cause morals and a vision try to work out what it was
that inspired you to get in business try to work out where you want to go with
your business and what you want to give back now put all of that into a mission
statement and make sure you refer to that with every decision you make with
every piece of branding and with every piece of marketing when you do you'll
create something that people can get behind and that will excite them this is
the kind of thing that people become true fans of and it's what will
encourage people to want to become more and more committed to your brand you
also need to consider content marketing content marketing simply means you're
relying on the free content you post on your blog in order to reach your
audience you'll use this content to build up your SEO and to share on social
media but at the same time it's also going to provide that vital first touch
and provide value to the user while building trust there are plenty of
differ options when it comes to digital
marketing but the one that will always work best with a sales funnel is content
marketing chapter 9 time-saving tools and resources as I've mentioned earlier
one of the most important things that can help you increase your sales and
your conversions is a great sales page with great persuasive language but your
persuasive language is only one piece of that puzzle what's equally important is
that you have a well-designed page that will encourage people who want to buy
from you and that will keep them engaged a great way to do this is with the right
WordPress theme or plugin and one of the very best to this end is optimize press
for WordPress optimized press will instantly turn any site into a sales
page using the standard long narrow design and lack of buttons leading away
from your sales page the design has been built with a lot of testing and has been
shown to maximize conversions and this way you aren't relying on your own
design skills or trial and error so let the pros take care of the design and you
just focus on the write-up another tool is click funnels click funnels make it
quick and easy to set up landing pages as well as back and sales pages like
upsells and downloads an essential service to use as you might be aware is
PayPal this is the most popular way to accept transactions and can be used in
multiple ways the simplest being just to embed the Pay Now button on your site
and then send out the digital products manually PayPal is well recognized and
lots of people already have an account which reduces the barrier to sale by
ensuring people don't need to enter their details into an unknown form a
staple of good sales funnels is to host webinars and online presentations there
are a number of different things you can use to do this and a number of different
tools for creating great online webinars some of the best include go to
eating you conference google hangouts webinar jam and easy webinar plugin but
as we mentioned before why not try live-streaming for metrics the most
important thing to set up is Google Analytics and goal tracking goal
tracking allows you to look at precisely who is making it to your checkout page
and your thank you for buying page you can then see how these visitors behave
prior to buying and you can see which searches led to that action this is
invaluable data to use for fine-tuning your funnel another thing to consider is
how you'll manage your leads this is going to mean creating a mailing list
for most people and then using an autoresponder in order to manage those
mails your autoresponder as you may know is the tool you use to collect your
emails as well as to send them out you can log into the autoresponder to create
your mails before clicking to deliver them to
everyone on that list autoresponders also perform a range of other jobs for
example they'll let you manage unsubscribes and create a double opt-in
process meaning that users need to confirm their email addresses thereby
avoiding people signing up with fake emails and helping to ensure that all
your subscribers are really going to read your messages but perhaps one of
the most powerful features of many autoresponders is the option to see how
engaged your readers are you'll be able to see how many people are opening each
mail and which of your users really aren't engaging at all more usefully
you'll be able to identify the people who always open your mails and always
click the links these are your more engaged users and your more qualified
leads in other words they're the ones who are ready to move on to the next
stage in your funnel and you can set up your autoresponder to email them only
once they reach this point I've mentioned leaves a few times so far of
course elite is anyone you can potentially sell to but they'll vary in
terms of how useful they are and how likely they are to be willing to buy
a cold lead is someone who's never heard of you before
this is someone who's landed on your site seeing an ad a warm lead is someone
who has shown some kind of interest by subscribing liking you on social media
etc you're qualified lead is someone who's shown interest in a product by
getting a quote or by spending time in your store this is the person who's the
easiest to now convert into a customer of course your job is to take your
visitors from cold leads all the way to qualified and one way to make this
easier is by lead scoring that is calculating just how warm each lead is
and how far away they are from being qualified the best autoresponder
software will do this for you and make it much easier to message the right
people at the right time because timing is everything when it comes to sales
some of the best autoresponders on the market are Aweber GetResponse and
MailChimp ultimately all three of these tools are very similar in terms of
features and services so what's left is to consider the pricing and which one
best suits your targets chapter 10 increasing conversion rates once your
sales funnel is set up and live all that's left to do is watch as the sales
come in and then tweak it to try and generate more revenue the best way to do
this is to increase your conversion rates at each stage of the funnel how do
you make sure that more and more people go from visiting your site to signing up
to your list and how do you encourage them to go from buying the cheapest item
to buying your most expensive one one simple answer is to invest as money
starts to come in from your sales invest that back into your funnel by improving
each step of the process this means making your products better adding more
Sheen and more freebies and making your videos better it means investing in more
marketing and it means building a better brand with the right logo and the right
web design hire writers hire web developers and
really keep growing and improving your business your job is not done once it
goes live one of the easiest ways to increase your conversion rate is to
improve your targeting and one of the best ways to get more targeted visitors
to your sites other than using your established routes to market is to use
PPC to create targeted adverts the other way to target your audience is through
PPC PPC is pay-per-click advertising and is most commonly associated with either
Google Adwords or Facebook ads both types of ads allow very precise
targeting for your campaigns so you can ensure your ads are being seen by the
right people for example on Facebook you can choose adverts that are only seen by
people with certain hobbies listed people in certain locations or people
with certain jobs likewise on Google AdWords you can
target people based on the searches they perform Google AdWords ads appear on the
SERPs the search engine results pages this means that you can place your ads
for watches on the search by watches online it's safe to assume that people
searching that term have an interest in buying watches the other great thing
about PPC is that you can set your cost per click this means you can choose a
maximum amount you're willing to pay for each visitor who clicks your ad and
visit your site the more you pay the more your ad will be seen but if you
choose the right keywords then you can get visitors for a surprisingly small
amount of money now if you can work out how many of your visitors eventually
become paying customers and you can work out how much each of those sales means
to you in profits then you can calculate the amount that you can pay for each
visitor and still be guaranteed a profit this is the step before your sales
funnel and it's equally as important it's also very important to look at your
reports and metrics track which adverts are bringing customers to your site look
at which products are selling best and at what times of day most importantly
look at where your best customers are coming from
this is important because you can invest more time and money into what's working
and move away from what isn't this is where Google Analytics and goal tracking
is particularly useful another way to do this is split testing this means
creating two versions of a webpage and then introducing subtle differences to
each version you then see which of your two versions performs best and decide
whether or not to keep or abandon those changes there are tools that can let you
do this finally try to think of your objectives in terms of building true
fans one of the most important things you can do is to really get people
behind your business and feel as though they know you and you're a friend when
you have a true fan they will not only be most likely to buy from you but they
will share your content spread the word and help you grow your business this is
why it is worthwhile spending time in one-on-one chats in answering emails and
comments and in generally engaging with your audience meanwhile don't think of
them in terms of how you can sell to them just think of how you can provide
value and provide a good free service some of these people will never buy from
you but that's not the point the ones that will will make all that hard work
worthwhile and if you create something really good and deliver a really great
service then you will be rewarded chapter 11
choosing your products now you need to make sure you've chosen the right
products to begin with this might seem obvious but the product you choose will
not only make an impact on your sales but also on the type of customer you get
the type of marketing you use and even the subject you're right about so how do
you go about choosing the right products well a good place to start is by
thinking about what you want to write about and what resources you already
have available if you happen to run the world's most popular fitness site then
you should probably develop or buy a fitness product if you don't own a
website you might still design that this is a subject you'd be happy to
write about and this is important if you're going to stay committed to the
process of writing every day likewise you need to know about your niche if
you're really going to offer good value when your blog posts and your reports
another pointer is to consider any routes to market you might already have
so do you just happen to know the editor of a magazine with a huge circulation do
you happen to know a big youtuber then you need to think about how easy the
product will be to sell what's the competition like is the market saturated
does the product have a value proposition that people won't be able to
ignore selling people great abs or a better love life is always going to lead
to more profit than a book on sewing finally it's a good idea to test out
your idea before you invest too much in it this is called validating the product
and you can do that by checking that other businesses have been able to sell
it or better yet building up some interest and some pre-orders before you
actually start building it once you know what you want to sell there's just one
more small issue making it well here's how you can go about making or acquiring
a product to sell easily the easiest ones to make yourself are digital
products of course you can easily make an e-book an online course or a video
series yourself or hire someone to do it for you through sites like upwork you
could also create your own physical products much harder of course though
and might mean trying to find a manufacturer and coming up with plans
whether you sell digital products or physical ones you might decide it's
easier to sell products created by other people this way you're acting as a
salesperson and keeping commission it's harder to find truly big-ticket items
and you do lose some of the profit but it can save you a lot of time and
completely remove any risk and it might be a good way to validate your sales
funnel before investing in your own product creation you can find digital
products on sites like jvzoo Commission Junction or
physical ones on Amazon the next option is drop shipping this means selling
someone else's product but with your name on it and with no need to mention
the manufacturer this is a white label service and you can find companies
offering this on sites like Alibaba so now you should have all the information
you need to start building your own sales funnel we've looked at a lot of
high concept ideas here and discuss the psychology of your buyers and how you
can work that to your advantage but remember at the end of the day you still
need a great brand a great purpose and excellent products if you're going to
inspire your audience and make some big sales so try not to be cynical about
this start with the real vision but then just realize that you need to build a
relationship and thrust before you can sell your most expensive items to recap
the best ways to do this are come up with a strong brand and a value
proposition create a blog and use content marketing to build a following
or use a YouTube channel drive cold leads with targeted PPC and other
methods encourage people to sign up to your mailing list run a free webinar or
conference to engage with your audience and create fans start moving people past
your free line by charging for smaller products build trust and engagement and
increase the price until you're able to ship your big-ticket item use a sales
page with well-written persuasive writing to increase conversions don't
forget to employ the five touches method we talked about and also employ the a ID
a technique to build interest and awareness monitor and manage your funnel
and gradually increase your sales further and you will see your conversion
rates through the same structure all this around a well-thought-out product
and spend time really building trust with your visitors if you do this well
you'll have a perfect strategy for attracting visitors and turning them
into the kinds of loyal customers that will
want to buy the big-ticket items from you the bottom line is that's how you
can do it now it's up to you to get out there and do it I wish you the very best
of sales funnel success chapter 12 the importance of influencer marketing in
the sales funnel when you picture the sales funnel awareness taking up the
widest part narrowing through interest and decision finally ending in action
where do you think influencer marketing fits in many markers would categorize
influencer marketing as an awareness tactic which is a reasonable assumption
we tend to measure influencer campaigns based on reach impressions and
engagement rather than the end sale and influencer shared content is often used
as an introduction to a product or service however there's no single best
time to use influencer marketing because the path from awareness to point of sale
includes many important touch points along the way today's sales funnel
process is highly consumer driven where educated consumers are actively seeking
information that's relevant to their needs the bottom line is that influencer
marketing can be used effectively at every stage of this modern purchase
journey influencers have incredible sway when it comes to familiarizing their
audience with your brand identity their storytelling and presentation skills are
the perfect vehicles for everything from initial product introduction to in-depth
tutorials that help consumers understand complicated features and benefits
awareness tactics are far more subtle and effective than they used to be the
outdated model of brands relying on heavy-handed sales pitches and
promotional messages is changing to more nuanced approach with influencers who
can seamlessly weave brand messaging into their own tonal language
broad-based awareness campaigns now have a personal touch influencers often share
photos or stories that involve their own authentic experience
with a product or service according to a recent research when done right
influencer marketing can work wonders for businesses looking to launch new
products or raise brand awareness by tapping into an influencers already
established audience and reach but don't stop at this stage there are still
plenty of chances to motivate and connect with potential buyers throughout
the sales process influencer campaigns can drive engagement in all kinds of
ways whether it's garnering video views sparking a brand conversation across
multiple social channels encouraging participation in a giveaway or driving
traffic to brand websites and social accounts engagement is where awareness
can ultimately turn into action likes shares comments all of these activities
help spread the word and influence buying decisions one recent study
revealed that a whopping 74% of people will choose companies or brands based on
other's experiences that are shared online it's clear that third-party
endorsement is critical for today's socially engaged consumers in the middle
of the funnel consumers are becoming interested in a product or service and
taking steps toward a buying decision influencers can help move people from
one stage to the next by offering the kind of compelling content that leads
people to learn more and ultimately share their own experiences and
recommendations while it's a common belief that influencers don't drive
direct sales straight from a blog or a social post there are plenty of
strategies for influencers to cut through the noise and ask for the sale
on the brand's behalf it's true that influencer campaign sales are more
organic and thus can be more difficult to track but a campaign can include
creative calls to actions like sharing a coupon or a discount to wavering
consumers in some cases influencers can boost in store sales with demonstration
campaigns such as sharing the benefits of a personalized fitting and styling
for a fashion retail brand influencers are also starting to take
advantage of the new direct sales features offered by certain social
platforms any post can include a link to buy of course but now Instagram stories
has a swipe up feature that can send the follower directly to a purchase page and
buyable pins on Pinterest let users click to buy products they're interested
in just remember sales can and do happen by indirect means an influencer might
publish a delicious looking recipe sponsored by a spiced brand the recipe
could include a printable that gets picked up and shared on Pinterest making
its way to a cooking enthusiast who waits until the holidays to give the
recipe a try she buys the ingredients makes the recipe then shares the results
and the shopping list on her Instagram page and on it goes
the sale is just one component of developing a valuable long-term
relationship with a consumer combine elements from all of those strategies to
stay on top of mind continue partnering with influencers to share loyalty
rewards offers re-engage influencers during key seasonal pushes and utilize
the existing content via social sharing digital advertising or even on the
brand's own site according to marketing's
rule of 7 prospects need to consume an advertising message a minimum of seven
times before they'll take steps to buy the product or service a well-planned
influencer campaign will help your brand be seen on different platforms by
cross-sections of consumers and when you engage multiple influencers consumers
are likely to be exposed to your brand multiple times and over the course of a
campaign or even a year-long program that can be extremely beneficial the
bottom line is that influencer marketing is so much more than an introductory
tactic well-planned campaigns will help you not only connect with potential
customers but also motivate them to engage with and contribute to your brand
as you guide them toward your ultimate objective
in the end you want more than a sail you want the kind of relationship that
fosters brand advocacy chapter 13 the sales funnel on steroids what if I told
you there was a way to grow revenue reduced churn and increase the lifetime
value of your customers well there is and let me introduce you now to the
sales hourglass take your enterprise sales organization to the next level and
all you have to do is flip the traditional sales funnel on its head the
sales hourglass is the ideal model for tech organizations that are hyper
focused on customer success while the sales funnel typically ends with the
customer signing a contract the hourglass continues the process engaging
your new customer with deeper more strategic relationships with integral
members of your team here's how it works in step 1 prospect engagement just as
with the sales funnel will first need to acquire your qualified marketing leads
once you've done that begin learning as much as you can about your prospects
pain points and challenges at this stage you're listening more than talking and
taking note of how to help your potential customers meet their goals
this year and beyond step two is solutions alignment as you
move toward the center of the hourglass previously the bottom of the funnel now
is the perfect time to bring in domain experts and customer success managers to
engage directly with potential customers they should ensure that the proposed
solutions are aligned with your prospective customers budget needs and
timeline which of course are instrumental in closing the deal
including domain experts at this step of the qualified to closed process will
increase your conversion rate as much as 70 percent step number three
implementation and launch the implementation stage is critical for
long-term customer success yet traditional sales funnels risk letting
you accom fall into the void since your customer
success managers have already developed relationships with your customers in the
solutions alignment stage there's a seamless transition to implementation
your customers are set up for successful implementation from day one with experts
they trust this is where the magic happens
step four is the continuous value add the bottom of the hourglass is the
perfect place to create a strong feedback loop with your product team to
ensure that you're continuously adding value for your partners being hyper
focused on customer success creates cross-sell opportunities as your
customers turn to you for help with solving problems in their organization
organically increasing customer lifetime value and creating the elusive negative
revenue churn at the bottom of the hourglass
youl simultaneously increase annual recurring revenue and mitigate churn by
solving problems for your customers with precision turning your sales funnel into
an hourglass is as easy as one two three four the hourglass puts customer success
and solutions alignment at the crux of organizational growth and scale
developing and maintaining a meaningful relationship with your customers beyond
the point-of-sale creates a true partnership your customer enjoys
integrated solutions from a trusted partner and your firm benefits from
sustainable revenue growth Sales Funnel Success: Basics Of Sales Funnels Explained By Jeff Walkner (Business & Marketing Books)

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