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If you honestly believe that you have the best products and services to help your dream customers, then you owe it to yourself and to them to offer upsells inside your funnel.
Now that I’ve identified who my hyperactive buyers are, I will also put them on a separate sublist and I will market to them differently. I will spend more money to market to someone who has spent $1,000 with me rather than someone who has only spent $10.
Not many people are going to read a sales letter and click the Add to Cart button for a fifteen- or a hundred-thousand-dollar product. Some might, but usually you have to change the selling environment if you want to sell high-ticket products. The most common ways to change the environment are to sell the pricier items over the phone, through direct mail, or at a live event or seminar.
For me, this is where the story “selling” process begins. I learned from my friend, Daegan Smith, that you always start any good story at the point of high drama. Most people mistakenly start their stories at the beginning, but usually stories don’t get good until the middle, so it’s better to start at the good part, and then you can go back and fill in the backstory after readers are hooked.
This backstory will lead up to a spot where you got stuck and hit a wall. Usually this is where the readers are in their lives right now. They’re stuck, and that’s why they’re open to your answers. You explain to them how you hit that wall and then found the answer. But don’t give them the answer yet. Just open the loop and promise to close it in Email #3.
Whatever the reason, your urgency needs to be real. Fake urgency will backfire on you, and you’ll lose all credibility. Just think of a reason why you might “run out” of whatever you’re selling. If it’s an evergreen product, then create a special sale that ends soon or give readers a coupon that expires in 24 hours. Be creative! There’s always some way to create real urgency.
My emails switched from 100 percent content to 90 percent entertainment with just 10 percent content, and my readership, opens, clicks, and sales all skyrocketed with the change.
I know a lot of people get very nervous about how often they email their lists. I used to feel that way, too. I used to email once a month, and my response rates were horrible. Then I started emailing twice a month. And guess what? I more than doubled my income.
Then I decided to email once a week, then twice, then every other day, and what I’ve found now is that if I don’t email my list every day, I lose money every day.
Ben Settle, who only has one core product (a $97-per-month print newsletter), and he has emailed about this same product every day for the 10 years that I have known him. Same product and same offer, yet with new hooks and new stories emailed every day.
There are lots of different types of lead funnels that you can create, but after funnel hacking thousands of lead funnels and testing hundreds of different variations, the three that have helped me to generate the most leads are: A simple lead “squeeze” funnel A survey funnel A summit funnel As you will see, each has a similar goal (to generate a lead), but they do it through slightly different processes. We’ll start with a very simple yet powerful funnel I like to call a lead “squeeze” funnel.
If I’ve been talking to a girl and want to know if she’s ready to be kissed, I’ll reach over and touch her hair while we’re talking and make a comment about it. I’ll say “your hair looks so soft” and just touch the tips of it. If I see that a woman is receptive to what I’m doing at this point, that she’s responding positively by allowing this “innocent” physical contact, it’s game on. If I see that she’s smiling and drawing closer as I touch her hair instead of tensing, pulling away, I can take it as a SURE SIGN. She’s “FEELING IT”—that irresistible, unstoppable emotion called ATTRACTION. But
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Your lead magnet could be an e-book, a coupon, a contest, a video, a membership site, or just about anything else you could dream of. How or what you deliver matters less than creating something that your people will truly want. The better the offer you create, the more likely they will be to give you their email address.
I usually keep the story very short on the squeeze page because I don’t want to distract from the offer. If the offer is strong and simple to understand, you don’t need to spend as much time on the story.
Since seeing this funnel, we’ve used the quiz (or survey) concept dozens of times for many different markets. It works best when there are many different types of people who would benefit from your offer. For example, inside ClickFunnels, we have many different types of business owners who could use our software, but they each use it differently.
how virtual summits work: Invitations: First, a person who organizes the summit, known as the host, invites a group of colleagues in their niche to be interviewed. The ideal interviewee is a colleague in your niche who has their own email list of your ideal clients. A good-size summit has about 30 speakers, though you will likely find yourself approaching more people than that before you arrive at your final list of confirmed participants. Interviews: Second, the host prerecords interviews with these guest speakers, which will be broadcast online for a limited period of time later during the
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There is something very powerful that happens inside the buyer’s mind after you get them to make a commitment by saying the first yes. They’ve already done the hard work, and because they have already started on the path that this solution offers, it’s so much easier to get them to say the second yes. The friction is gone. You get them started by saying yes to a small thing, and they are much more likely to say yes to a larger thing later.
Some people don’t feel comfortable giving away their products for free, so we recently tested the strategy of selling the product and giving them “free shipping.” We saw almost no dip in conversion rates, and oftentimes we saw an increase in conversions.
After lots of testing, we found the sweet spot. If we had two upsells in our unboxing funnels, it didn’t annoy most customers, and it gave us the ability to make money with our funnels after paying for our ad spend. Any upsells more than two and it hurt the lifetime value of our customers; any upsells less than two made it hard to make any money.
I decided to write this book. After almost a year of work, it was finished.
The majority of your prospects are emotional buyers and they’ll buy from this top block. For the buyers who are more logical, I put a section under the top block with a long list of bullet points showing them logically what they will learn when they invest. Finally, for the buyers who buy because they fear the offer will be taken away, I end the page with urgency and scarcity to push them off the fence and buy.
When building your funnel, envision it built out with three blocks (from top to bottom: emotion, logic, and fear) to help lead your prospects to buy.
Having the bump earlier usually hurts conversions. You want the purchase to have already happened in your customer’s mind; at this point, they’re at the checkout stand just grabbing an impulse offer on their way out the door.
You can create an offer bundle by selling your best-selling product and giving away lesser-known products for free. Just like a book funnel, we then use the two-step order form, with the first step asking them where we should ship the product and the second step asking for their credit card information.
You’ll probably notice that with book funnels I never go over two upsells (either two upsells, or one upsell and one downsell) because it tends to lower the lifetime value of a customer. I haven’t noticed that as much with cart funnels, probably because people are used to looking at Amazon or a more traditional e-commerce store and seeing lots of different options and SKUs, so having three to four offers after they buy doesn’t seem to hurt the lifetime value of the customer.
Page #3: The Thank-You Page On the thank-you page, you’ll thank them for their purchase and explain how they can access their challenge materials. If any products are being shipped to them, explain how and when those will be shipped as well.
The presentation’s goal is to educate the person on the problem they have, break the false beliefs that are keeping them from moving forward with you, and get them to take action now. If structured correctly, it will take your cold traffic and help them to identify their problem, discount all other solutions, make them aware of your product, and get them to give you money.
The video sales letter funnel (20- to 30-minute presentation): This looks similar to a book or cart funnel, but you can use it when your offer needs a longer presentation to explain the product or you need to break false beliefs before someone sees the order form. You can use this funnel to start selling products that are low ticket, up to about the $100 range. If you go higher than that, I would typically recommend moving to a webinar or product launch funnel. I have also used this funnel when selling access to membership sites and continuity programs.
Webinar funnel (60- to 120-minute presentation): When your price is between $100–$2,000, the best solution is to use a longer-form presentation set up inside of a webinar or automated webinar funnel. Product launch funnel (presentation dripped out over multiple days/weeks): When you have a new product coming out priced between $100–$2,000 and you want to build anticipation and pressure for its release, a product launch funnel is often the best. It will follow the same “Perfect Webinar” script as the others, but the presentation will be dripped out over several days or weeks.
ClickFunnels doesn’t have its own webinar software, so most people use ClickFunnels to create all the funnel pages and integrate with either GoToWebinar or Zoom to run the actual webinar. It’s simple to integrate either of these platforms into your ClickFunnels pages.
When someone is behind their keyboard, in their home or office, they have full control over the sales process. They can quickly close your page or scroll past your ad, and the only thing you are able to do is try to throw out better hooks to get their attention, and tell better stories to build more rapport. In this phase, we have built that rapport, and we are asking them to get away from their computer where they control the environment and move into a different situation where you will have more control. A good example of that is taking someone offline and bringing them to a live event. At
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Whenever I’m trying to sell an offer that is more than about $2,000 (and even up to a $1 million or more), I try to get them offline as quickly as possible. While there are many ways to do that, the one way that has been the most profitable consistently has been an application funnel. This is where you get someone to fill out an application to work with you, and then you call them on the phone and sell them on your product or services.
by Christmas day, 11 people had wired us the $5,500 for their ticket to this private workshop!
How can you contribute to the group? I’ve found that givers are always more successful than takers, so I try to attract the givers and repel the takers. This question helps us to know where they will fall.
Get them to initiate a phone call: We found that when we call an applicant, we make one quarter as much money than when they call us first.
This high-ticket funnel is simple to create, and it can qualify and warm up leads faster than anything else I’ve ever seen. We went from having 60 full-time salespeople each making hundreds of calls a week to just two salespeople, calling the applications of people who are selling us on why we should let them into our programs. We make as much gross revenue and almost 10 times as much net revenue with this simple funnel and two people as we did cold-calling warm leads with 60 people.
The number one purpose of a headline is to hook the right people to stop what they’re doing, pre-frame them for your story or sales message, and get them to the next step in your sales copy.
If you double the number of people who click on your ad, that means you doubled revenue to $2,000 (2X the people = 2X the revenue), but your ad spend didn’t go up. That means instead of $100 profit you made $1,100 profit ($2,000 revenue - $900 in ads = $1,100 in profit). By doubling the clicks on your ad, you did not double your profit—you increased profit by more than 10 times!
In order to come up with a bunch of good headlines fast, you need to use scripts. Creating headlines on your own is like stumbling around in a gold mine with no flashlight. You know there’s gold there, but you can’t see it, and you could spend your entire lifetime wandering around in the dark just inches from gold and never find it.
Hot traffic knows who you are and about your products. Warm traffic knows there’s a solution out there somewhere, but they don’t know about you yet. Cold traffic just knows they have a problem.
Warm traffic headlines: In a warm headline, you talk about the payoff or benefit they’re seeking: See How Easily You Can (Big Result) Without (Pain)! For (Target Audience) Who Want to (Big Result) but Can’t Get Started! The Secret to Automatically (Big Result) Without (Pain)!
Cold traffic headlines: In a cold headline, you would typically use their problem to hook them: Don’t Let (Pain) Stop You! You Can Laugh at (Main Topic) Problems If You Follow This Plan How (Target Audience) Can STOP (Pain) When Pro (Target Audience) Have (Main Topic) Problems, Here’s What They Do How to Eliminate (Pain) from Your Life . . . Guaranteed! “Hot, warm, and cold” is a good starting point, but do not think of this temperature system as a hard-and-fast rule you should apply like the Ten Commandments (which don’t have any exceptions to the rules as far as I know). Remember, the
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In fact, here are three great areas to focus on when it comes to headlines—no matter what the traffic temperature—if you want to amp up the emotional punch behind them. A clear desire they want to satisfy A pressing problem they really want to solve A nagging or intense pain they want to avoid or eliminate
“A great marketer or copywriter would test a different headline . . . now!”
Why the big change in sales because of this headline? Two big reasons: The two new headlines were about them (the reader), not about me. The last headline created curiosity in a unique way for each person who saw it (each person has their own idea of what an “unfair advantage” would be for them in their lives). The big lesson here: make the headline about them and use proven templates or “scripts” to shortcut the process when creating headlines (or any other pieces of sales copy).
Question #1: Who are you? This script is usually used at the front of your value ladder with colder traffic. For the majority of people who watch this video or read this text, this will likely be the first time they have ever seen you, so you want to quickly introduce yourself.
Question #2: What do you have? Here is where you will quickly hook them and introduce them to your offer. In the past five years, over 100,000 entrepreneurs have ditched their websites for a funnel, and I want to give you a free two-week trial to ClickFunnels today so you can create your first funnel for FREE!
Question #3: Why do they need it? This is where you help them to understand why they need to get your offer. There is an old copywriting formula called PAS: Problem, Agitate, Solve that I often use inside this question. I raise the problem using the same words they would use to describe it and agitate it by twisting the knife, and then our offer becomes the solution. Problem:I know that your website isn’t generating the number of leads you want, and it’s not really making any sales either. Agitate:Most people spend thousands of dollars to get a website that ends up being nothing more than a
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Big promise/the One Thing: Here’s where you introduce your big promise, the One Thing that if you were to solve for them, they would pay you anything to help them solve this problem. What is your big promise that you can deliver on? Well, by the time you finish this video, that will change forever. I’m going to reveal to you [your big promise here]!
Explain the total value of the offer. It should be at least 10 times higher than the actual price. If it’s not, then you need to add more things to your offer. The total value of everything you get inside of this offer is $_______.
