Sales Funnels · 2017-08-15 · Sales funnels can be very straightforward, or very complicated. A...

ConvertKit Rockstars © Elizabeth Goddard 2017

Sales Funnels Sales funnels are the process of taking someone from not

having any idea who you are, to knowing who you are, to

knowing what you do/offer, to buying from you, to buying from

you again and again and becoming a raving fan.

Sales funnels can be very straightforward, or very complicated.

A business can have one sales funnel, multiple but separate

sales funnels, or a number of intertwined sales funnels.

The beginning point of every sales funnel is this:

Someone is able to give you their email address, and you then send

them a welcome email of some sort.

That’s it. That’s the starting point. If you can get that set up, you

can grow from there. You don’t even need a freebie opt-in to

start!

Here are the elements that can go into a funnel:

Freebie Opt-in The best freebie opt-ins solve one clearly defined problem that

your ideal customer is having. They provide a quick win that

your new subscriber can see fairly quick/immediate positive

results from. Don’t over complicate it. A good starting point for


a freebie opt-in is asking yourself what a client/customer needs

to know/do/achieve before they would be in a position to invest

with you.

If you don’t yet have a freebie opt-in, you can just put a form on

your site that says people can sign up to hear more from you

and to receive your newsletter. You’d be surprised at the

number of people who will sign up even if you’re not offering

them anything more than the promise of emails in exchange for

their email address.

Tripwire

I hate that this called a tripwire, but unfortunately that’s the

industry term for it. A tripwire is a limited time offer on the page

your subscriber sees immediately after signing up for your

freebie (i.e. the thank you page). It’s often a heavily discounted

passive product (usually around $17-47), although I have seen a

paid call or equivalent used. The goal of a tripwire product is to

find out who your buyers are from the get-go. These are brand

new people, they’ve not even received your freebie yet and

they’re pulling out their credit card because they believe you

can help them solve a specific problem they’re having.

If they buy the tripwire, you can then go on to offer them a

higher priced product (this is what Russell Brunson teaches, as

well as other strategies, in DotCom Secrets on page 144-149).

Welcome Sequence

There’s a separate mini training on Welcome Sequences here.

Welcome Sequences are usually the first part of your funnel and

they serve a range of purposes including:

Setting expectations for the emails you send

Introducing yourself and positioning yourself as an expert

https://elizabethgoddard.co.uk/dotcomsecrets

https://youtu.be/vyOcjutp9aQ


Providing value (blog posts, videos, additional freebies, etc)

Developing the Know, Like & Trust factor

Inviting them to take the next steps to working with you

(which could be booking a call or buying a low-medium

priced product).

There’s a number of specific things that can happen during or after a welcome sequence:

A subscriber books a call with you, or they buy your course/product, and you exclude them from the rest of the sequence.

A subscriber books a call with you, or they buy your course/product, and you exclude them from additional pitch emails in the rest of the sequence (because they’ve now taken the action you’re inviting them to do).

A subscriber doesn’t buy your course/product and you go into a downsell sequence where you offer them a lower priced product (usually a lighter version or a section of the full product).

They finish the welcome sequence and you move them to a newsletter sequence.

There’s tutorial videos on setting up all of the above in the ConvertKit Club Sequences training.

Delivering Freebies

Before we move into the Sales Funnel examples, I want to take

a moment to explain the range of options you have for

delivering freebies in ConvertKit.

https://www.convertkitclub.com/home2/monthly/sequences/


If it’s just one file (or a .zip) and you don’t need to send a long

accompanying email:

Attach to the Incentive Email

If it’s just one file (or a .zip) and you want to send a longer

formatted accompanying email:

Create a sequence (with one or more emails) to deliver the

freebie.

If you want to take them to a page on your site where the

freebie lives (e.g. an embedded video with a PDF or a resource

library) and you don’t need to send a long accompanying email:

Link to the page from the button in the Incentive Email

If you want to take them to a page on your site where the

freebie lives (e.g. an embedded video with a PDF or a resource

library) and you want to send a longer formatted accompanying

email:

Create a sequence (with one or more emails) and link to

the page from there.

If the freebie is a sequence of emails (e.g. a challenge)

Create a sequence

In ConvertKit it’s possible to use the Incentive Email to both

deliver the freebie and act as a double opt-in. Please see

Mistake 2 in this blog post for more info.

https://elizabethgoddard.co.uk/top-3-convertkit-form-mistakes/


Example Funnels Below you will find 12 examples of funnels you might use in

your business. Like we talked about in Week 1 and 2 of

ConvertKit Rockstars, you need to get all your bits (freebie opt-

ins, and paid offers) out on the table, and then rejig them around

so they make sense. It’s also totally okay to have large parts of

your business (particularly paid offers) not included anywhere in

the funnels that live in ConvertKit. This is especially true if

there’s a lot of time sensitive elements to your business (live

webinars, live launches, etc).

Funnel 1

This is as simple as it gets. To be honest, you don’t even need a

freebie opt-in – you can just have a newsletter signup box.


Funnel 2

Again, very simple. This is for when you have one freebie, but

you’ve got people signing up to it in a couple of places (e.g. the

bottom of blog posts and on a dedicated landing page).

Funnel 3

Again, very simple. This is for when you have a few different

freebie opt-ins, but they all lead to a generic welcome sequence.


Funnel 4

Very similar to Funnel 3, this example shows having 2 different

freebie opt-ins, plus a generic newsletter signup form (e.g. in the

footer of your homepage).

Funnel 5

This is building on Funnel 4, but this time we’re assuming you

want to send a few follow up emails specifically about Freebie A

to the people who signed up for that, before sending them

through the generic welcome sequence.


Funnel 6

This one is a little more interesting, building on Funnel 5, in this

example we’ve added in a separate challenge opt-in. It wouldn’t

make sense to send the people who’ve received 7+ emails from

you a welcome sequence after they’ve finished, so in this

situation you’d want to incorporate introducing yourself into the

challenge sequence itself, as well as lead them to the next steps

to working with you in a paid capacity. I’ve also put on the

option to invite people who didn’t sign up for the challenge to

sign up at the end of the generic welcome sequence. Note that

they’re taken directly to the challenge sequence and not in

through the form.


Funnel 7

This example is a fairly common one. Once someone has been

through your welcome sequence, you invite them to take the

next steps to working with you (buy Course X in this case). If

they buy Course X, you then remove them from the main

welcome sequence and subscribe them to the Course X

welcome sequence (“I’m so excited you’ve bought, here’s the

course, join the faebook group, etc”). However, if they don’t buy

Course X, then you can lead them into a downsell sequence

where you pitch them a lower priced product. This funnel would

work very well with a tool like Deadline Funnel to provide

genuine urgency of a special offer on Course X for 48-72 hours.

http://www.elizabethgoddard.co.uk/deadlinefunnel


Funnel 8

This funnel is a little different. Here we’re assuming that you

want to categorise your subscribers into one of three groups

(e.g. beginner, intermediate or advanced) and send them a

specific welcome sequence based on which they self-select.


Funnel 9

This funnel is an extension of Funnel 8. In this example you

want to categorise subscribers into Group A or Group B, and

send them a welcome sequence specific to which group they

are in. Like in Funnel 8, we’re going to ask them in the first email

in the welcome sequence to self-select if they are A or B, but

we’ve also got a Freebie B which we know is only going to be

bringing in Group B subscribers, so we can send people who

sign up through that form straight to the Group B welcome

sequence.

In the example, Group A might be non-ConvertKit users and

Group B might be ConvertKit users. Freebie B is ConvertKit

specific.


Funnel 10

This funnel is the same as Funnel 9, except in this example

we’re going to assume that subscribers are in Group A, unless

they self-select that they are in Group B. Again, we’re still

assuming that everyone who signs up for Freebie B is in Group

B and therefore we send them straight to the Group B welcome

sequence. An example of this might be assuming they speak

English, unless they specifically tell us they speak French. Form

3/Freebie B are in French, so we can reasonably conclude that

they are French speakers!


Funnel 11

This funnel uses elements from a few previous funnels, but the

main thing I want to show you here is the newsletter sequence.

Newsletter sequences are fantastic if the majority of your

content is not time-specific (i.e. it’s relevant for years). There’s a

great blog post here from Nathan Barry (founder of ConvertKit)

about how newsletter sequences can really work for some

business models.

http://nathanbarry.com/stop-sending-email-broadcasts/


Funnel 12

This funnel incorporates elements from several other ones, but I

just wanted to give you another example of how it can all fit

together. In this funnel subscribers are either introduced to you

through the generic welcome sequence or the challenge

sequence. After either they are added to the evergreen

newsletter sequence.

Sales Funnels · 2017-08-15 · Sales funnels can be very straightforward, or very complicated. A...

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