At its simplest, a funnel maps out a potential customer’s journey from Attention to Trust to Decision.
Since the simplest way for people to get to know, like, and trust you is to interact with you live, a fast path to Decision is to present a free live event online (AKA webinar) or a speak-to-sell event in person (when possible).
Funnel ONE is designed to help you put together the pieces you need to create this pathway, working backward from what you’re offering. We want the pieces to align to support that end goal:
- A service, package, or product you want to help a target audience to decide to purchase. The more specific you can be about your audience, the easier it is to connect with them.
- A way to present that offer, and for people to easily pay you, removing friction from the process. You may need a sales page or checkout page depending on what you’re offering. If it’s a simple one-on-one consultation, they can book that directly in your calendar app.
- A 20-minute “signature talk” or Q&A that highlights a problem or opportunity your business addresses, and your expertise. The title of this should be clear and captivating — people should instantly know if it’s for them. You’ll add 5-10 minutes to discuss your offer.
- A way to capture emails for automated event reminders and to follow up with your offer. This is usually via a form on a simple landing page that promotes the event.
- A way to promote the event — yourself, through partners or influencers, and on event platforms. Leveraging partners to promote your event to their List is often the most effective. Give them what they need — example emails, images, etc. — to make it easy for them.
What will you be selling? Who is it for?
1) What is the specific service, package or product you’ll helping people decide to purchase?
This should be something you can offer right now (not months from now when you’re done making videos for your online courses). You might start with a one-on-one consultation service.
2) If you don’t have a specific branded name for this offering, write down some ideas:
For example, “Funnel ONE – Online Funnel Taming Training,” “Online Alignment Consultation.”
3) Describe your ideal customer and the problem this offer is meant to address:
For example, “creative entrepreneurs and small business owners who are overwhelmed and struggling to make an impact online.”
How are you selling it?
1) What will people get, learn, or enjoy with this offering?
List at least 5 bullet points that could go on a sales page.
2) What will motivate people to purchase now?
- A limited-time opportunity (“Registration closes this Sunday.”)
- Scarcity (“Only three spots left.”)
- A limited-time discount (“Use Promo Code “ALIGNED” by Friday to save $100.”)
- Bonuses for acting now.
- Buy one, give one (Masterclass).
- Money-back guarantee.
3) What social proof can you offer?
List some clients you’ve worked for recently. If any of them have given you testimonials, pick the best three (If they haven’t, pick three to ask):
List anything else that gives you credibility specific to this offering — recognizable former clients, media attention, reviews, professional associations, awards, accomplishments, etc:
4) How will people pay you?
Stripe? Paypal? Venmo? Square? What will you use to process a credit card payment? Work backward from the money.
Do you have a way for people to use a promo code? Offer payment plans?
What will you present?
1) Do you have a Signature Talk that aligns with your offer? What is the title?
Your talk is meant to highlight a specific problem or opportunity that your offer addresses.
The title needs to do the heavy lifting. People should know who it’s for what they’ll get.
Try starting with : “Target audience… How to get the gain you want without the pain you hate.”
If you don’t have a signature talk, is there a specific question your target audience might have that you could focus on, then take further questions in a live Q&A?
2) What will people get, learn, or enjoy with this presentation?
List at least five bullet points that could go on a landing page.
3) What else is in it for them? What will motivate people to attend?
4) Do you have the tech needed to present?
- Access to high-speed internet. Upload speed is important.
- Zoom or other video conferencing account for 100 viewers with no time limit.
- You’ll want to record your live presentation. Have cloud or hard drive space.
- Built-in camera and microphone (or better).
- Presentation software or Google Slides if needed.
- Test if your device is powerful enough to run things smoothly.