Introduction to the Sales Funnel: How It Drives Business Growth

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A sales funnel is the marketing term used to describe the steps potential customers go through on the way to make a purchase.

For example, a great deal catches the customer’s eye. Right in front of them is a rail full of beautiful dresses on a clearance super special – they are in luck! He or she excitedly looks through the rail.

Now they are at the next step of the funnel.

The excited customer finds not one but three dresses! Trying to hide their excitement and luck, they skip to check out.

They are now at the last step of the funnel. If all goes to plan, they finish the purchase and reach the bottom of the funnel.
A very similar, simple but amazingly powerful process called a sales funnel plays out for every successful business, in one way or another. Your sales funnel could exist as a retail shop like in this example, professional services, a sales team, website, or email, among others.

Table of Contents

The Stages of Sales Funnels

Below are four stages of a sales funnel. Each stage requires a different approach from you, the marketer, to send the right message at the right time.

Stage 1: Awareness

The goal of your entire sales funnel and platform is to solve your customer’s problems. When you know the problem, and you build content to draw them in, then offer them a product or service to solve their problem, that’s when the real magic happens. However, getting to that stage takes work and you have to garner their awareness first.

Once the prospect is in the proverbial funnel, you’ve peaked their awareness. That’s the first stage of the funnel. The goal of a marketer is to move them through the multiple stages that will take them from prospect to buyer. And once they’re aware of you, you need to build their interest.

Stage 2: Interest

You gain the prospect’s interest through an email sequence. You begin to relate stories to them that tie into who you are and how you’ve arrived at this point in your life. Brunson, in his book, Expert Secrets, calls this the Attractive Character. Are you the reluctant hero whose journey happened almost by mistake, but you feel like you owe it to yourself and the world to convey something of great value?

Stage 3: Decision

Getting prospects to make a decision isn’t easy. The best way to get them there? Beyond the art of storytelling, copywriting, and building the habit of link-clicking, you need to have lots and lots of customer reviews and testimonials. This is one of the most powerful ways that you can get people to take action.

However, you get them to decide to act, flipping that switch isn’t simple. You need to present them with a great opportunity

Stage 4: Action

In most cases, this is the purchase. How well you move them through the various stages is going to set you up with a specific conversion for this action. The world’s smartest marketers scale out their businesses. They know the conversion value and they’ve tweaked and perfected their sales funnels, so they go after this with a vengeance by simply scaling out their offers.

The Different Types of Sales Funnels

Below is a breakdown of sales funnels into four different types:

• Lead Funnels: The purpose is to generate leads, applications, and contact information from your future customers.

• Buyer Funnels: These types are structured in a way to get a potential customer to pay inside of the funnel. They integrate shopping carts, one-click upsells, down sales, and more.

• Event Funnels: These funnels are specifically for hosting events like online and automated webinars, etc.

• Other Funnels: These include other funnels that are useful but don’t fit into any of the above funnels.

LEAD FUNNELS

1. Squeeze Page Funnel

Its objective is to create enough curiosity for the potential customer to give you their contact information.

How to Use The Squeeze Page Funnel:

If I was selling in E-commerce… I’d show potential customers a new way to do something, then show them how my product fulfills that promise after they share their contacts.

If I was selling my Professional Services…I’d use this funnel to share my best hook for the headline to build curiosity and then tell them the rest of the story on the Thank You Page after they join the list.

If I was selling Business-to-Business…A power claim would be helpful to hook visitors, then show them the case study on the Thank You Page and channel them into your next funnel.

If I was selling as an Author / public speaker/consultancy… I’d use a good hook that visitors would want to know, my headline is the hook, and once they share their email address, I share the rest of the story on the next page.

If I was selling in Affiliate Marketing…I’d use the best hook for my product as the headline to get the product and pick an email address.

If I was selling in Traditional Stores / High Street Shops…I’d use the Squeeze Page to share a little-known fact about my business then reveal who you are on the Thank You Page.

2. Reverse Squeeze Page Funnel

This funnel is meant to give before you take. That is, give away some

of your best information and items before asking for a visitor to opt in. Then,

ask the potential customer to “option for more” after they watch the video.

How to Use The Squeeze Page Funnel:

If I was selling in Traditional Stores / High Street Shops… I’d tell the story about why I opened my business, and then get them to opt-in to get specific discounts and offers.

If I was selling in E-commerce… I’d share a story of people using my product before asking for their email addresses in the view of sending them more Information.

If I was selling Business-to-Business…I’d show product demo videos to my potential clients before asking for their emails or phone numbers to follow up.

If I was selling as an Author / public speaker/consultancy… I’d answer my dream customer’s biggest false belief using this funnel with some free training before asking for their contacts.

If I was selling in Affiliate Marketing… I’d demo my product using this funnel and then ask for their contacts to follow up with them.

If I was selling my Professional Services…I’d show a case study of my services before asking for their contacts for future follow-up.

3. Lead Magnet Funnel

It is similar to other option funnels but in this case, you are giving away in exchange for the potential customer’s email address. This could be a video or report.

How to Use The Lead Magnet Funnel:

If I was selling in Traditional Stores / High Street Shops… I’d give away a walk-in coupon in exchange for a phone number and/or an email address.

If I was selling my Professional Services… I’d give away a report in exchange for a contact name, email address, and telephone phone number.

If I was selling Business-to-Business… This funnel would be helpful to give away a white paper in exchange for contacts and personal follow-up.

If I was selling as an Author / public speaker/consultancy… I’d give away a free ebook using this funnel that teaches something awesome in exchange for their email information.

If I was selling in Affiliate Marketing… I’d share an info product teaching on how my product can solve a specific problem.

If I was selling in Ecommerce… I’d give away a coupon using this funnel in

exchange for email details.

4. Bridge Funnel

This is applicable in a situation where you as the marketer needs to connect two different, but related ideas for the potential customer, or to pre-frame your offering. This is useful for affiliate marketers who don’t control the pages they are sending the site/page visitors to when they are ready to sign up.

How to Use The Bridge Funnel:

If I was selling my Professional Services… I’d reach out to cold-traffic who aren’t aware of the industry I’m in or the problem I solve, bridge the gap, and then channel them to funnel to make an appointment.

If I was selling in Ecommerce… I’d use this funnel to target ads at people who are trying to solve a certain problem. I’d do a demo after the option to create a connection (‘bridge) between what they desire and how my product can fulfil that and then bridge them into my funnel to get a special discount or offer.

If I was selling Business-to-Business…I’d check what result they want, and create the bridge funnel to connect what they desire to have with what I have to offer.

Target cold selling to visitors who didn’t understand who I am or what I did, to get them to optin for their desires, and then have a video on the bridge page explaining how they can get that result through what I offer.

If I was selling in Affiliate Marketing… For visitors who are looking for the result that my company’s product can give, I’d target ads then show how my product does that on the bridge page and then forward them to the partner website through my link.

If I was selling in Traditional Stores / High Street Shops… I’d bridge the

the gap between what they want, and how my company can get them there quickly.

5. Survey Funnel

Two main objectives of a survey funnel.

To assist your visitors to engage with you more as they need to answer questions and make micro-commitments.

It enables you to figure out who your visitors are, and then you can show them a different sales message based on who they are.

How to Use The Survey Funnel:

If I was selling my Professional Services… I’d apply the survey funnel to figure

out who the visitor is, or what they are interested in, and then channel them to the

funnel that sells my professional services.

If I was selling in Traditional Stores / High Street Shops…I’d apply this funnel to find out who the visitor is, or their interests, and then channel them to the funnel that sells that thing.

If I was selling Business-to-Business… Through this funnel, I’d find out who the visitor is, or what they are interested in, and then point them to the specific funnel that sells that thing.

If I was selling as an Author / public speaker/consultancy I’d find out who the visitor is, or what they are interested in, and then channel them to the funnel that sells that thing.

If I was selling in Affiliate Marketing… I’d find out who the visitor is, or what they are interested in, and channel them to the funnel that sells that thing.

If I was selling in E-commerce… I’d find out who the visitor is, or what they are interested in through this funnel, and then direct them to the funnel that sells that thing.

6. Application Funnel

It works by using a “take away” sale, where the visitor needs to ‘apply become a client. This is usually applied in high end coaching and consulting to allow you to qualify people to work with you.

How to Use The Application Funnel:

If I was selling in Ecommerce…I’d get people to purchase my more exclusive high-end products, do a demo video of the new product, and then have them apply to get on a waiting list to have the ability to buy in the future.

If I was selling Business-to-Business…I’d use this funnel to send potential sponsors to an Application Funnel which results in a telephone call.

If I was selling my Professional Services…This can be used for existing customers to apply for special continuity-based pricing. If they apply, make it through the requirements, and are added to continuity with my business, then they get special pricing and coupons.

If I was selling as an Author / public speaker/consultancy. I’d high-ticket and high-touch coaching by doing a success story on the initial page, then asking them to apply on the next page. This would serve as the default backend funnel after every mid-tier funnel.

If I was selling in Affiliate Marketing… I’d make people apply to join my team using this funnel. They’d get to know how serious my team is, ut also add exclusivity. The result is a phone call with the 4-Question Close.

If I was selling in an additional Stores / High Street Shops… This applies new and existing customers to apply for high-discount offers. If accepted, they’ll get big discounts and offers during holiday shopping seasons delivered to their door or email.

7. Ask Campaign Funnel

This funnel can be used in all stages of your business to find out what potential customers acnt. This involves the use of the open-ended question, “What’s Your #1 Question/Challenge with ABCD?”. The responses become the basis of your offers and help you understand the false-beliefs potential customers will

experience before purchasing. A gift can also be offered if they respond.

How to Use The Ask Campaign Funnel:

If I was selling business-to-business…I’d ask visitors what their #1 issues are

related to what I can offer them, and then create a custom presentation that resolves all of their concerns and sells my product.

If I was selling my Professional Services…I’d run the funnel to my existing clients to see what other products and services I need to create to assist them more.

If I was selling in a Traditional Stores / High Street Shops… I’d apply his funnel to find out what people in my local areas are looking for from my type of business and then I would create a front end offer to sell based on the feedback to get people into my business.

If I was selling as an Author / public speaker / consultancy… I’d ask what visitors are struggling with or what their top questions are, and use the info to create my next product.

If I was selling in Affiliate Marketing… I’d get to understand what people are struggling with most, create an info product answering the questions, and then get lead generation to build my team using that report.

If I was selling in Ecommerce… I’d give a coupon when people answer my survey and then use their feedback to better sell the product in the future.

BUYER FUNNEL

2-Step Tripwire Funnel

A Tripwire is a low ticket front end product that is so irresistible potential customers have to purchase it. After they put in their credit card, you get the change to sell them your more expensive products through Order Form Bumps and One Click Upsells or Downsales.

The ‘Two-Step’ process:

Step One – the visitor is asked for and submits their contact details. Upsells and Downsells follow the first page to increase the Average Cart Value.

Step Two – the visitor chooses their product and enters their credit card information. This can then be followed up if they didn’t complete Step Two.

How to Use The 2-Step Tripwire Funnel:

If I was selling in Ecommerce… I’d use this funnel to find out which of my products was the best Tripwire offer and sell it on the Two Step Sales Page. I would then look at my OTOs as my “cart” and make those all one click upsells.

If I was selling Business-to-Business…I’d give away white paper report on my industry for free when customers pay shipping, then easily upsell my core product.

If I was selling in a Traditional Stores / High Street Shops…I’d offer my most popular, lower-ticket product on a Free + Shipping model to those customers in my community, then offer a walk-in coupon on my Order Confirmation page.

If I was selling as an Author / public speaker / consultancy… I’d run a ‘Free + Shipping’ offer to sell my book, or other offering. My OTOs would be additional info products that complement the above offer.

If I was selling in Affiliate Marketing… I’d give away free samples of my product when customers pay the costs of the shipping. My upsells would be about getting on a subscription of the product at a discount or about joining my opportunity.

If I was selling my Professional Services…I’d create an ‘in-home kit’ version of my services on a Free + Shipping model using this funnel. My OTOs would include a purchase to my regular service and a complementary info product as my second OTO.

Video Sales Letter Funnel

It has a video that makes the sale for your product or service. You can include an Order Form Bump on the order form, and then we have an upsell and potentially a down sale.

How to Use The Video Sales Letter Funnel:

If I was selling my Professional Services…I would create a VSL offering either a bundle of my service with other training or info products I had created or a discount for my services. My upsell would be offering continuity and my downsell would offer a payment plan if the potential customer agrees to schedule a follow up session.

If I was selling Business-to-Business…I’d use this funnel to look for my competitors’ customers and ask why they didn’t buy from me. This would then help create a VSL to sell my main product. My upsell would sell a seat to my next corporate event, about my product. My downsell would sell cheaper seats, further back.

If I was selling in Ecommerce… I’d sell ecommerce products that were more expensive. My upsell would be an offer to get more of the same thing and my downsell may include a payment plan.

If I was selling as an Author / public speaker / consultancy… I’d take my sales copy and turn it into a Video Sales Letter pitching people on my main offer. Then I’d upsell a more expensive info product and downsell a payment plan. My offer wall would include more free or low-ticket products.

If I was selling in Affiliate Marketing… I’d take my MLM’s sales message and turn it into a VSL to sell the opportunity. The upsell would offer the product, and the downsell would offer a payment plan.

If I was selling in a Traditional Stores / High Street Shops… I’d create a VSL selling a bundle of my products or services. Then my upsell would ask them to buy a higher priced item with a coupon for a second in the future. My downsell would offer a 2-pay option.

Sales Letter Funnel

A long-form sales letter is used in this funnel to sell the product or service upfront. The sales letter sells your front end product, and then you have upsells and

downsells right after the main offer to boost the average cart value.

How to Use The Sales Letter Funnel:

If I was selling my professional services… I’d seek to understand why visitors go to my competitors instead of me, then I’d write a script that includes the false beliefs potential customers have about my services.

If I was selling in Ecommerce…I’d share the story around a customer using my product or how / why we created it. I’d then include other complementary products and services in my one-time offers.

If I was selling Business-to-Business…I’d share the story of the founder and the early epiphanies that were involved in the company’s main product or service and then sell that thing to them through the sales letter. I would then get the opportunity to upsell them other complementary services.

If I was selling in Affiliate Marketing… I’d share the story behind the main front end product, and then make them a special offer in the letter. Possibly, I could then upsell other products in the product line or try to get them to become a distributor.

If I was selling as an Author / public speaker / consultancy… I’d sell an introductory product and share the story of how I got into my industry. I’d upsell a higher-ticket info product. My downsell would be the same info product but with a payment plan.

If I was selling in a Traditional Stores / High Street Shops… I’d briefly write the

story of why I got into my brick-and-mortar business with emotions and then create an offer for them. My upsells would include another higher ticket item, and a payment plan version of the same would be the downsell. Special walk-in coupons would be my offer wall.

Membership Funnel

The objective is to sell people into membership sites and more. There are different ways to apply a membership funnel such as using a video sales letter. A visitor will typically sign up for some type of trial on the first page and then get a link to create their account in the member’s area on the Thank You page.

How to Use The Membership Funnel:

If I was selling in a Traditional Stores / High Street Shops…I’d use this funnel to offer a rewards club where potential customers could get discounts on our products and sell it through the Video Sales Letter Page.

If I was selling in Ecommerce…I’d create a membership using my most popular physical products to train customers on how to use it and then give the product away for free when they join the membership site, or give the membership site for free when they purchase the product.

If I was selling my Professional Services… I’d use this funnel to create a high-end info product upsell to my professional service and channel it to a member’s area.

If I was selling as an Author / public speaker / consultancy.. I’d use this funnel to create a membership site that I could allow access to my trainings each week and sell access to the membership site in the VSL.

If I was selling in Affiliate Marketing… I’d create and put in the members area my team’s marketing plan and then give the marketing plan away free of charge when they join my downline.

If I was selling Business-to-Business..I’d do custom onboarding for my visitors by creating an exclusive member’s area for high-end, potential or current clients that allows me to personalize the experience of each client.

Daily Deal Funnel

The Daily Deal Funnel gets you to make an irresistible offer to get new customers

into the front door. This is by creating an offer and running it as an evergreen

campaign to consistently get new clients into your business.

How to Use The Daily Deal Funnel:

If I was selling my professional services…I’d use this funnel to discount my most popular services and give buyers a walk-in coupon to share with their audience.

If I was selling in Ecommerce…I’d highlight one of my products during special holidays or weekly and tag a big discount coupon on the Thank You page that they can share with their audience.

If I was selling Business-to-Business…I’d create a special discount offer for my first time customers using my most popular product or service, and then include a way to schedule a telephone call for one-on-one onboarding in my Thank You page.

If I was selling as an Author / public speaker / consultancy… I’d use the Daily Deal funnel to highlight one of my products each week or during special holidays and attach a big discount coupon on the Thank You page that they can share with their friends.

If I was selling in Affiliate Marketing… I’d offer one of my best selling products to first time customers and have them share this offer with their audience on the Thank You Page. I’d use this funnel every time I needed new leads.

If I was selling in a Traditional Stores / High Street Shops… I’d run an evergreen

offer for new customers only after studying the best selling offers.

EVENT FUNNEL

Invisible Funnel

You give away a number of value for free upfront, and only charge if the customer liked what they received. An OTO is usually presented on the second page to increase Average Cart Value with additional products offered on the thank you page.

How to Use The Invisible Funnel:

If I was selling in ecommerce… I’d share a little of my product away for free if the visitors register their seat for the free training, which they’ll only pay for if they liked it.

If I was selling in a Traditional Stores / High Street Shops…I’d use this funnel to offer a bundle of my products at a huge discount but only if the potential customer attended my free training. They’d only be required to pay if they are liked it and it would go towards

the purchase of my bundled-product offer.

If I was selling my Professional Services…I’d get people to attend an in-person special training with others, about my services, which they’d only pay for if they liked it. This would then go towards the purchase of a bundle of my services offered only to them at the tail end.

If I was selling as an Author / public speaker / consultancy… I’d test and sell a new product to my existing customers using this funnel.

If I was selling Business-to-Business…I’d allow my clients attend a “live, free

training” when they get a free demo version of my product/service. Payment will only begin for the product if they saw an increase to their bottom line.

If I was selling in Affiliate Marketing… I’d offer free training to my customers which demo’s a new product, and they’d only pay if they liked the demo.

Webinar Funnel

This funnel allows the entrepreneur to have more time to close potential

clients at a higher price point and gives more time to address the false beliefs of potential clients.

Two phases of a webinar funnel:

First phase – potential customers register for a seat to attend and hear success stories to increase curiosity.

Second phase – potential clients attend the live webinar and watch replays while the window to buy begins to close, creating true scarcity and urgency.

How to Use The Webinar Funnel

If I was selling in a Traditional Stores / High Street Shops… I’d sell repeat customers on my customer rewards program using this funnel to keep them attending my location.

If I was selling as an Author / public speaker / consultancy… I’d use the Webinar

Funnel to sell my mid-priced info product.

If I was selling in Ecommerce… I’d bundle together several of my items to sell at a

discount during a webinar.

If I was selling Business-to-Business…I’d call it a “Product Demo” rather than calling it a “Webinar,” and show off my product or services to potential, high-end buyers.

If I was selling in Affiliate Marketing… I’d close people on my MLM’s product or services at a bundled price and, during checkout, have the option for visitors to join auto-ship at an even bigger discount.

If I was selling my Professional Services… I’d sell my services on a recurring basis at a discount using this funnel. I’d tell my customers the “event” is coming up and have them fill out a “survey” about their biggest challenges with my industry.

AutoWebinar Funnel

Used after an entrepreneur has proven their offer several times previously in the Webinar Funnel. The historically best converting webinar is uploaded online and is embedded in its own “Webinar Broadcast Page.”

How to Use The Autowebinar Funnel:

If I was selling my professional services… This funnel would be helpful to sell my

services on a recurring basis at an offer. I’d tell my visitors the “event” is coming

up and ask them to fill out a “survey” about their biggest challenges with my industry.

If I was selling in Ecommerce… I’d use this funnel to package together several of my items to sell at a discount during a webinar.

If I was selling Business-to-Business…I’d call it a “Product Demo” rather than calling it a “Webinar,” and use the webinar funnel to show off my product or services to potential, high-end buyers.

If I was selling as an Author / public speaker / consultancy… I’d sell my mid-priced info product using the Webinar Funnel.

If I was selling in Affiliate Marketing… I’d close potential customers on my MLM’s product or services at a bundled price and have the option for people to join auto-ship at an even bigger discount during checkout.

If I was selling in a Traditional Stores / High Street Shops… I’d sell repeat

customers on my rewards program to keep them attending my location.

Product Launch Funnel

The Product Launch Funnel lets a marketer build anticipation before a visitor is

allowed to buy a product or service. It’s defining feature is closing the cart after a

a few days.

How to Use The Product Launch Funnel:

If I was selling business-to-business…I’d apply the product launch funnel to create a virtual event around the launch of a big new product or service and sell beta access for a few days.

If I was selling in a Traditional Stores / High Street Shops…I’d use this funnel to create a special offer around the local holidays and send a launch sequence to my regular customers telling them when their “cart” will be open and close to buy.

If I was selling as an Author / public speaker / consultancy… I’d use the Product Launch Funnel to build anticipation around a big new product I’ve been talking about for a while. But I’d only leave the cart open for a few days and close it when the seats are full.

If I was selling in Affiliate Marketing… I’d either roll out a new product line to my downline, or sell access to joining my opportunity where visitors get more exclusive group training from me when they join during the open cart.

If I was selling in Ecommerce… I’d sell a big bundle of products at a discount and close the cart when I run out of stock..

If I was selling my Professional Services… I’d launch a special, discounted bundle of my services during the holidays and close the cart for all visitors a day after the holiday is over.

OTHER FUNNEL

Hero/Founder Showcase Funnel

This funnel is used to showcase you as the marketer, your story, and build

a list of followers while you do so. It starts by sharing some of your bio, getting people to join your newsletter, and then asking them to follow you on your social media accounts.

How to Use The Hero/Founder Showcase Funnel:

If I was selling Business-to-Business…I’d share my origin story, ask

them to join my list and follow me on social media platforms.

If I was selling my Professional Services…I’d tell potential customers my origin story, ask

them to join my list and follow me on social media.

If I was selling in Ecommerce… I’d use this funnel to share my origin story, ask them to join my list and follow me on social media.

If I was selling as an Author / public speaker / consultancy… I would share my origin story with people and ask them to join my list and follow me on social media platforms.

If I was selling in Affiliate Marketing… I use this funnel to share my origin

story, ask them to join my list and follow me on social media.

If I was selling in a Traditional Stores / High Street Shops… I’d share my origin

story, ask them to join my list and follow me on social media

HomePage Funnel

Through this funnel, you have elements of a traditional “home page” website, but turn it into an actual lead funnel. The story of the business and invites visitors to optin is put on the first page. Visitors can also choose from the most popular products featured below.

How to Use The Homepage Funnel:

If I was selling my professional services… I’d collect convincing testimonials of my customers on video and then share the story of my company right afterward. Links below the video can also be added.

If I was selling in a Traditional Stores / High Street Shops…I’d share the story of my company and to feature all of our top selling products and services.

If I was selling Business-to-Business…I’d use the funnel to go deep into my company’s history and the emotion behind its inception. Then, I’d put my

AUTOMATION & FOLLOW UP FUNNELS

Visitors are put into an automation sequence inside of that funnel after entering in their email address.

At the end of the automation sequence, we’ll basically then push them into an “Action Funnel” or “Follow-Up Funnel.”

These follow up funnels are similar to traditional funnels. The difference is that instead of having Page #1, Page#2, etc., you have Message #1, Message #2, Message #3, etc. you can send email, text message, and more inside of your follow up sequences. It is highly recommended to push all your leads into some kind of follow up funnel after they complete your first funnel.

Conclusion

Funnel Stacking: Break Even Funnel

If your first funnel breaks even, you have the chance to grow your business to a million dollar a year mark. Most people need to understand that the goal of the first funnel is to get customers, not make a profit. Once you get the customers, you can move them higher through multiple funnels. This is a concept called “Funnel Stacking.”

Using funnel stacking is the key to growing your business and with 22 funnels to start with, you have the chance to take your customers higher through the products and services that you sell.

Secrets of higher ticket funnels.

Traditional offline sales funnel took the above format.

The current online sales funnel are a carbon copy of the traditional offline marketing sales funnels.

The old fashioned offline sales funnels have evolved into the current versions that include blogs, online videos and podcasts.

Interestingly, more money is made away from what is obvious and visible.

For example, by spending$10 to sell a $37 dvd, the profits made were $27 daily.

Implementing google strategy had its implications which led to losses, how? Well the overall cost to sell a $37 dvd was $50, leading to $13 loss daily.

However by adding OTO to the core offer, the number of customers total orders increase, meaning you can still buy ads and still remain profitable.

For example, by adding a higher value product to my OTO page, there is an increase of customers orders from $37 to $102, which translates to profits, after spending on ad costs.

A traditional website leaves customers confused about the first step they should take, as they are pretty much like a brochure.

Implementing a sales funnel is similar to cloning your best sales person to take your customers through the entire purchasing process to conclusion.

The success to your funnel lies in conclusively answering the above questions.

The first step is to identify your target customers. Once identified, the next question to answer is where do they congregate.

Mastering this secret is central to a successful business.

Each webinar, ad, upsell,email, landing page, should include a story and an offer, i.e every bait should include a hook.

By increasing your offer value ten folds, you overcome price resistance.

Ensure to list all the products and services offered so as to increase the offer value.

Listing the products and services gives an impression of being cheaper than competitors, therefore makes the offer irresistible.

Notice how by listing the additional value the clients get over and above a basic baby sitting service, Jenny increases her offer value and makes her offer incredibly enticing.

Include your offer in all your emails, ads and funnels.

On its own, an offer rarely produces a sale, but with a trustworthy story, then it can translate into a sale.

The hook is the first step, as it grabs the attention of the target customer.

Defining the desired outcome is the final step after having identified target customers, where they congregate and bait them so as to attract them.

The more a customer ascends the value order, the more the prices increase.

By offering free teeth cleaning services, dentists hope to increase value by getting the customers on a regular teeth cleaning program.

Increasing value at every value ladder, instantly have customers wanting to get more value from you.

The value ladder of coaches, authors, consultants and speakers take the above format. This is because they are in a position to work closely with their customers, as the customers climb up the value ladder.

Target customers obtain value as they climb the value ladder.

Naturally, if customers receive value at every ladder, they want to continue ascending so that they can continue to benefit from additional value.

This physio business will struggle because they have offered only the basic service with no additional value.

By completely developing the value ladder, this business will experience a complete turn around.

Since different prices exist at every step of the value ladder, then different funnels need to be implemented to help in making a sale.

On the left hand side, as target customers ascend the value ladder, the prices increase, contrary to the right hand side scenario where dream customers decrease until only the true fans remain to be served at the highest level.

The funnels take target customers through the sales process with the aim of converting the traffic into as many as can possibly be repeat customers at the middle, back, and end of the funnel.

Your edge to make repeat customers is your strong character

Funnel hacking requires one to go through their entire sales process and identify their hooks, stories and offers on all their ads and sales funnels.

From the moment of introduction, help your prospective clients have a great experience as they go through the sales process.

Commence copy from whatever point your prospect is at.

By offering guidance to customers on how to get to their desired destination, any feeling of confusion is eliminated.

In the figure above, the prospects and customers have to go through a series of soap operas sequences before they can get to the daily Seinfield emails (Russel Brunson’s great suggestion).

Continue the conversations with the customers once they give you their email so as to build rapport. Your attractive character is very important at this point.

The aim is to convert the prospective traffic into your own traffic.

The only goal for this squeeze page is to get the prospect to join so as to gain access.

Both the landing page and funnel hub have a singular aim; to convert the traffic into traffic that you own.

Remember that in a funnel hub, the traffic has to be converted into traffic that one can earn from and own too.

After subscribing into your list, follow up with emails should be done.

An email daily for five days in the soap opera sequence will help in pulling your readers through a narrative that ultimately sells your products and services.

Being added into the daily seinfeld emails will happen after concluding reading the daily soap opera sequence follow up funnel.

Inorder to convert into sales of your core offer, the seinfeld emails should take the hook,story and offer framework to get them to read the email.

The diverse subjects discussed in your seinfeld emails, leaves you with countless interesting and entertaining things for your audience to avail on a daily basis.

To achieve the different value goals in each ladder, different funnel and scripts types have to be used.

The best three funnels used here are lead, squeeze and summit funnels.

Pop up is turned into a page that requires inputting email as a prerequisite to accessing more information.

Despite fewer people accessing the website from the squeeze page, more money is made as follow up is possible from the emails addresses availed.

The two pages that make up a lead squeeze funnel are the squeeze page and a thankyou page. In these pages, an offer of the next step in the ladder is made.

The kiss test from double your dating company was the first lead magnet i ever saw.

The lead squeeze funnel page is very precise only requiring an email address.

Reverse squeeze pages will lead to less but quality leads who have watched the webinar but still require more information.

Two things happen on the thankyou page and they are, give what was promised, and offer what is in the next step of the value ladder.

Survey funnels have squeeze pages, survey pages and result pages, each of which are from both sides and customize messages for each customer from any of the pages.

Surveys sort out customers into different categories, making it easy for you to talk to them directly.

Despite the many questions contained in a survey, only one of them determines which bucket your visitors fall into.

Clients are made aware that the information they will obtain is tailored to suit them from the pop up.

Summit funnel consists of registration, special offer, and registration pages that offer content to your registrant.

In the figure above, cart, book and challenge funnels have been used which happen to be the best unboxing funnels.

For higher priced offers, the choice is between selling the entire product in a presentation funnel or breaking it into parts and selling individual parts in the unboxing funnel.

Huge offers can be sold as a bundle in a presentation funnel or as individual parts of the product in the unboxing funnel.

By breaking up a huge offer and unboxing them then selling each piece separately throughout the steps allows for more customers to ascend the value ladder.

On the 100 visitors test, more money is made from an individual customer by first offering a free product and charging them a small handling and shipping fee before selling the core product to them.

By keying in their credit card information in order to purchase the lead funnel ebook, customers can click the small order form checkbox for a specified amount.

Adding a third upsell would damage the customer value, so instead, add an order form bump where customers add their order during their check out.

By spending $20 to acquire a customer who then proceeds to spend an average of $100 in the funnels, then a profit of $80 is made from the customer.

Book funnels have sales,upsell and thank you pages. A sales page often has an order form bump, while an upsell page consists of both upsell and downsell pages.

Consider a three tiered block when creating your funnel from top to bottom. Each tier represents fear, logic and emotions which are involved while making a purchase.

In this case a customer first inputs the shipping information before proceeding to key in the credit card information. This is a two step order form with the final step offering an additional order form bump.

Where building value is a prerequisite to conversion, the order form is placed at the bottom of the page.

Order form bumps need to be concisely explained in a few sentences so that it’s a no brainer for a prospect to add it to their order in their check out process.

On your thankyou page, invite customers to the next ladder step by giving them a sneak peek of what is in your next funnel.

A cart funnel has a sales page( which has an order form bump,upsell page, (containing another upsell and downsell page) and a thank you page.

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A challenge funnel has a sales page( which has an order form bump,upsell page, (containing another upsell and downsell page) and a thank you page.

For a successful challenge, ensure there is a hook that explains the results being promised.

Build up the value of your challenge by adding more products and services.

After a customer buys your challenge, offer an upsell that will help them complete the challenge, which in turn keeps them in the buying loop.

Presentation funnels used are video sales letters webinars and product launch funnels.

By using the perfect webinar script, cold traffic is converted into hot traffic very by use of a presentation funnel.

Sales letter funnels have upsell pages, thank you page and and a sales page which has an order form bump.

The modern day video sales letter funnel is a modification of the old school direct response sales letter.

A video sales letter funnel comprises on-screen text with someone reading the sales letter out loud.

The main intention of your sales page is to have your audience watch your presentation.

Based on your audience, you choose whether the spoiler box remains viewable during the entire presentation or as a pop up at a certain point in the presentation.

Webinar funnels consist of five pages. These are: registration page, webinar room, thankyou page, order form page and a replay page.bumps, Upsells and downsells can also be included.

Stir up your audience’s curiosity so that they are compelled to register so as to find out more.

In your thankyou page, ensure that you create a relationship with your registrant so that they show up for your webinar.

GoToWebinar and zoom are two platforms from where you can present your webinars from.

Resist trying to sell on your order form rather recap your offer.

Scarcity and urgency of your replay which limits the offer viewing time to two or three days before the video being taken offline.

After mastering your live webinar, it’s possible to automate it with a prerecorded one.

Your pre recorded webinar should also have a captivating and curiosity based headline as well as an eye catching image but with emphasis and focus on the registration button.

The automated webinar should be similar to ‘the webinar replay page.

Similar to the live webinars order page, the focus is not to resell rather it’s on recapping the offer.

Product launch funnel has three pages: a free workshop page, multiple video pages, an offer page and a thankyou page.

Product launch page resembles a side flipped sales letter.

The first page of your product launch gives someone your lead magnet workshop when they register for the training.

Unlocking a video every few days, builds anticipation for the next videos being released. Upcoming videos should be showcased at the top.

Your order form page should contain a headline, a video explaining the offer and a link to buy.

Products and services whose prices are above $2000 have a higher conversion rate if the business environment is changed from online to offline.

The figure shows a high ticket funnel back end which is the best for application funnels.

An application funnel has a homework page, a landing page and an application page.

By using a success story, your customer easily visualizes what they can achieve from working with you.

In any market, a successful video is useful in selling high ticket products or services.

Emphasize on the strategy and not the tactic used to get results in your case study video.

Your application should be able to obtain as much as possible from your leads as a prequalification, before trying to sell to them.

Try to build connections using your attractive character in your homepage. Encourage your leads to initiate a phone call after explaining what is to be expected and giving them homework.

Headlines are everywhere in your ads, landing pages,sales pages and upsells and even more places. It’s important to master the skill of headline writing for it is crucial for the success of your business.

Create separate landing pages to match your traffic needs.

This script can be used effectively on different funnels such asLead “Squeeze” Funnels,Book Funnels, Webinar Funnels and Product Launch Funnels .

This script can be used in the video sales funnel.

The initial stage of this script introduces the attractive character as the star.

The second part tells a story that agitates the target customers problem.

The third part serves as an introduction of your product as a solution.

The above figure shows a stack and a close section.

This script is effective on any one time offer.

This script is used on presentation funnels, video sales letters, webinars and product launch funnels.

This is the introduction of the script is responsible for keeping your perspectives hooked while preparing them for what is to come.

The second part of the script is responsible for delivering on the promise made in the introduction.

The third part is responsible for offering solutions and making irresistible offers.

The stack slide showcases the entire value of the offer so that customers can see what they are getting when purchasing.

This is an effective script for a product launch funnel.

The first video is responsible for hooking viewers so that they look forward to future video releases.

The second video should feature what it is like to succeed with your framework.

The third video tackles false beliefs and external bottlenecks, while still raising anticipation for the upcoming offer.

The purpose of the fourth video is to pitch irresistible offers that prompt immediate action towards the new opportunity in order to begin to reap results.

This script is effective for application funnels.

This script is also useful in application funnels.

The easiest way to decide what funnel to build is by first identifying where the offer is priced in the value ladder. Based on the audience and the offer, choose a funnel in that step.

Before commencing building of the funnel, figure out the hook, story offer and price points for each page.

Remember to plan for your follow up funnels when sketching out your funnel.

The follow up conversations with clients after they have joined your email list is done in a follow up funnel.

In the follow up funnel, emails can be set to be sent on autopilot which automatically starts to track the number of emails being sent opened and being clicked.

Upon finishing a step in your value ladder, sending the customer to the funnel on the next step helps them ascend swiftly.

By having your next step button on your lead ‘’squeeze’’ funnel to push people to the first page of the challenge funnel, is an example of funnel stacking.

Once people finish your challenge you can invite them to your graduation webinar where you pitch a current offer.

For instance, when someone opts in and lands on the thankyou page,they are introduced to the next offer in the value ladder using challenge funnel. This is a good example of funnel stacking.

Another example is someone filling in a survey on a homepage and landing on the results page where they are introduced to the next offer in the value ladder using the unboxing funnel.

You obtain your CPA by taking the cost of your ads and dividing it with the number of sales from your funnels.

ACV is obtained by dividing your total sales by the number of customers as illustrated in the above figure.

If ACV is higher than CPA, then your funnel works which means you ought to spend as much money as you can while it is still profitable.

Small adjustments such as including an eye catching headline can lower ad costs and increase show up rate on a webinar registration page.

Creating a split test helps to concurrently determine which page performs better.

After performing split tests, it’s advisable to systematically change things so that it’s possible to tell which one has better conversion rates.

Funnel pages and script types

A sales page contains a logo element, a video element, and an order button element. Each element has its own components, for example an order page would also have an image, navigation and headline elements to it. This correlation is important as it simplifies building pages inside your funnels.

Pages are categorized into 10 sections, however, 37 types of pages exist which fall into the 10 categories.

These pages include presell pages, optin pages, thankyou pages, sales pages, OTO Pages, order forms, webinar pages, member pages, affiliate pages among others.

The 37 types of pages are:

Presell pages contain pages like survey page, article page, presell page and clickpop page.
Optin pages contain squeeze page, reverse squeeze page, lead magnet and coupon.
Thank you pages consist of ,offer wall, bridge page, share page and a thankyou page.
Sales pages contain video sales page, sales letter page and product launch page.
OTO Page has upsell pages and downsell pages.
Order forms contain two step order page, traditional order page, video sales letter sales letter order page, sales letter order page, and product launch order page.
Webinar pages contain webinar registration page, webinar confirmation page, webinar broadcast room, webinar replay room.
Membership pages have access page and members area while affiliate pages contain access pages and affiliate area
Other pages contain application page, ask page, store front page, hero page among others.

All the above named pages can virtually create any funnel type imaginable.

Page structure

Pages have four components to them, i.e sections, rows, columns and elements. The basic character of any page is the sections which are further broken up to columns and rows, which subsequently are also broken down into elements.

The presale page serves as a great landing place for audiences who are not acquainted with your products or services. This page eases them into the products and services by warming up the audience.

Some advertising platforms also will not permit direct traffic to a sales page, thus this page allows you to form a relationship with the audience first.

Script types such as headline scripts, bullet point scripts and call to action script.

Headlines should be short but compelling and be sure to use italics, underline or even bold to put emphasis on important points. It should be direct to the point, while maintaining your readers’ suspense is key to effectively using this page.

Sub headings should increase the suspense while building credibility. The idea is to give hints like how to avoid something painful, how you stumbled upon an unbelievable solution. The audience should want to learn more just by reading the subheading.

Article page

Article pages are also presale pages and serve to educate your audience before they land to your funnel.

At the end of an article page, a button linking to your funnel should be featured.

An article page should be broken in to sub-headlines, bullet points, featured images among others.

Script types for article pages should, for example read, headline scripts, call to action script, daily email, topic idea scripts.

Survey page.

A survey page is a presell page which usually poses a question, which engages the audience giving a hint on what comes after the page.

Survey pages can even have advanced quizzes which help narrow down what suits the audience by showing them specific sales messages based on how they have answered the quiz.

A survey page has only three core elements, that is, an image, survey and a button.

Script types for the survey page should be survey scripts.

Click pop

This is a pop up that appears on a page. A button appearing on any of your pages, that upon clicking the button, a pop up appears. It can be set such that when a visitor attempts to leave your page, the pop up appears.

Pop ups are an easy way to get people joining your list before putting them in your funnels pop ups have been effective in increasing conversions compared to embedded forms.

Script types to use for pop up are short headlines scripts, sales headlines.

Squeeze page

The aim of a squeeze page is to get someone to give you their email address.

Curiosity based headlines on squeeze pages are an effective way to have high conversions, by inputting their email address, then submitting in order to get the answer to the question in the headline.

Squeeze pages target new audiences and therefore no need for excessive branding.

By using curiosity based headlines just for them to opt-in. Once they are in, the next pages are our funnel, where branding through videos and others can be introduced.

The funnels should use curiosity based headlines and call to action scripts.

Reverse squeeze page

A reverse squeeze page uses a video to train on a concept then invites the audience to opt in, in order to get further information.

The conversion rates for reverse squeeze page are lower since the audience has to view the video first.

However, due to the pre framing, the quality of the person who opts in is higher.

They are more likely to buy or undertake whatever is being instructed in the next page.

When you need to presell or indoctrinate someone before they buy, a reverse squeeze page is effective.

Script types to use should be, headline scripts and short headline scripts.

Lead magnet page

This is a page that draws people in by bribing someone with some sort of gift, in exchange of their email address. Unlike squeeze page or reverse squeeze pages which rely on building curiosity or preselling, lead magnet page is straight up bribing with a promise to give something in return.

The promised gift is oftentimes a report, a video, an ebook among others.

A well done lead magnet page has a very high conversion rate if people want what is being promised.

Script types to use include, free report scripts, sales headlines and if a video is used then it is out to use the who, what, why, and how script.

Coupon page

A coupon page is similar to a lead magnet page with the main difference being that a coupon page offers discounts to products and services while lead magnets offer information products in exchange.

Expiration of the discount is usually time limited after sometime.

Its opt-in page has a countdown clock which also helps in reactivating an already existing audience.

People are more likely to buy if they know they will get a discount.

Script types to use should be sales headlines.

Thank you page

A thank you page comes after someone fills in an opt-in form or makes a purchase. Its purpose is to thank the audience for an action prior taken on the previous page.

Building a relationship or even selling yet another service or product happens on the thank you page.

A thank you page should be placed at the end of every funnel created.

The components of a thank you page are an image which is optional, a headline, a video and a sub headline.

Script types for thank you page, one time offer, or coaching, or done for your service or next step script.

Offer wall

This page is used when other product lines or services exist.

Customers are thanked for initial purchase, then links to other products or services available are availed.

This is basically for pushing the audience to the front end of other funnels available.

Customers have been observed to continue purchasing as long as offers are being made, which is why the offer wall is such an important page in increasing customer values. It’s a great place to promote affiliate offers.

Script types to use are short headline scripts and sales headline scripts.

Bridge page

Bridge pages have multiple uses.

Affiliate or network marketers use it to help visitors understand what you are selling to them.

It precedes a funnel and offers a chance to give your story.

Bridge pages are also effective for cold traffic that isn’t familiar with your product or service. It facilitates information relevant to the product or service being sold, and why the product and service is important.

It helps a non performing funnel to increase conversions.

Script types to use are short sales letter script, call to action script, sales headlines.

A share page is a basic thank you page only that it requests the clients to share their experience on social media platforms such as facebook, twitter, among others.

It is using subscribers’ experience to draw and gain more subscribers.

With good offers, people are willing to share with their friends and followers also known viral marketing.

It creates great traffic from every visitor in your funnel.

The script types to use are short headline scripts.

Video sales letter

Recently, traditional sales letters are being converted into videos, ever since streaming of videos became possible.

Great conversion rates are however dependent on the layout.

Video spoiler box also known as Brunson box is effective in causing intrigue and curiosity.

Script types to use are headlines, sales letters, bullet scripts and call to action scripts.

Sales letter

Sales letters date back way before the internet where they would be sent via post office as physical letters. They are still one of the best ways to convert visitors into buyers, despite the misconception that video would be more effective compared.

Script types to use are headlines, long form sales letter scripts, short sales letter script and call to action script.

Product launch page

This page has 3 to 4 video sequences where each video teaches and presells the next video and in the final video Is where the product can be purchased.

The script types to use are content headlines script, headlines, sales headlines, short headlines and call to action script.

2 step order form

This is favorable for lower ticket products especially free shipping offers.

Here the first step is to enter their address,then credit card information.

In the event clients fill up step one but fail to proceed to the second then follow up is done which usually increases conversion. This page usually helps with follow up of people who did not complete the checkout process.

Script types to adopt are headlines, short headlines scripts, video sales letter and call to action script.

Traditional order form

Preferred for higher priced products and services, this page collects all the information on one page.

Testimonials and guarantees can help increase conversion rates in this page.

Traditional order form is mostly used by ecommerce businesses.

The script types to use are headlines, short headline script and call to action script.

VSL + ORDER

The video sales order form has an order form in it, which is different from a video sales letter sales page.

The form appears below the video when someone clicks on add to cart.

This increases conversion rates.

The script types to use are the video letter sales script, headlines, short headlines and call to action scripts.

Sales Letter and order

It’s identical to a sales letter page, only that an order form is embedded in it.

Research has proven that having an order form in the sales page increases conversion.

Clicking on the add to cart automatically scrolls them to the order form.where they can buy the products.

Script types to use are headlines, short sales letter script and call to action script.

Product launch order

This is the last page in the product launch sequence and is where you ask for money.

In every type of funnel, it’s important to have a product launch order which should either have a comment section or launch page.

Script types to use are headlines, sales headlines, short headlines and call to action script.

OTO page

An OTO page is also known as an upsell page which after inputting the credit card information to purchase a product or service, a customer lands here.

It offers a one click upsell to their order if they click yes and their credit card is automatically billed.

It’s one of the greatest developments in sales funnels which revolutionized the previous tedious process that killed conversations.

By offering something that adds value to the previously purchased item, average cart value is increased.

Script types to use are one time offer script and headline script.

Downsell page

This is a page that offers a payment plan or less expensive digital version of a physical product, after a turn down in an initial upsell.

They are great at increasing cart value for a no to your initial offer.

Script types to use are sales letter scripts, short scripts and call to action scripts.

Webinar registration

This page is meant to get people excited about upcoming webinars or webclass and use of curiosity based headlines, which leads to high conversion rates.

Script types to use include headlines and webinar opt-in scripts.

Webinar confirmation

Thanking people who have registered for a webinar and getting them excited about it, is the purpose of this page.

This page too can be used for a self liquidating offer which is making a special offer to buy something before the webinar begins.

When one is successful in pushing the audience to other funnels.

This page helps to break even on ad cost.

Script types used are OTO Scripts.

Broadcast room

This is a recorded presentation that makes the audience feel like they are in a live session. It’s more like an automated webinar.

Videos in this case cannot be played or paused and have to be watched until the end in realtime.

Script types to use include content headline script, sales headline and short headline scripts.

Replay room

The replay room contrasts the webinar broadcast room, in that it allows play and pause of presentations.

A timer appears as soon as an offer is made.

The page goes live for a specified period of time then expires and disappears.

Script types to use are headline scripts, sales headlines and content headlines.

Member access page

In this page, members create and login to their account which are created once. Here one link sends the client to your account creation box followed by a login box.

Branding is necessary on this page in addition to a quick message orienting them to your products and services.

Script types to use include short headlines, sales headlines and content headlines.

Members area.

A member area is created through a basic template and contents.

Affiliate access page

All funnels should have an affiliate access page.

Script types to use are short headlines scripts and sales headlines.

Affiliate area

These are tools used to assist affiliates sell your products and services. They could be banner ads, simple email copy, facebook ads among others and become a resource for returning time and time again by your affiliates.

Script types to use include curiosity ads scripts, free report scripts, short headlines, and tweet scripts.

Other pages

Application page

Application page is effective in drawing people who want to work with you.

Mostly used in high ticket coaching or consulting programs where more information other than email address is required.

This page is important and works great by incorporating a phone call before making a sale.

Script types to use are headlines, sales letter script, wizard and call to action script.

Storefront page

This is a powerful page, especially in scenarios where a lot of products and services are being sold. It’s a traditional e-commerce site.

Different pictures of different services and products are displayed, with links to individual product funnels.

Funnel scripts to use are headlines and sales headlines script.

Home page

Although they do not make people much money, they are popular since they have been used for a long time. They show who you are, which should prompt you to push them either to join your email list or into one of your funnels.

The script types to use include sales headlines, headline scripts and call-to-action scripts.

Live demo

Live demo is used to demonstrate a product or service and how to consume them.

The script types to use are call-to-action script, headline script, and sales headline.

Ask page

It’s a one question survey that identifies your customers needs and helps you in creating products or services that help them.

The script type to use is ask campaign scripts.

Hero page

Used to highlight a business or an individual. It’s often linked to email signatures and social media bios.

Linking social networks and asking people to join your email list directly from the hero page.

The script types to use are headlines, story script, lead capture script among others.

Indoctrination page

This is where a newly registered member is sent to register for a free webinar. It’s aimed at pre-indoctrinating before they land into your selling funnel. These pre-persuasion pages increase conversions for proceeding pages.

Funnels script to use include sales headlines, content headline scripts and headlines.

We hope this guide has been helpful in providing you with the knowledge and strategies you need to get started. Good luck and happy selling!

We offer a range of services to give your business an online presence, allowing you to focus your time and energy on the rest of your company, contact us at MyFunnelScript.com

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