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In this email, I hooked the readers with the “FLUSHED $20 million down the toilet” subject line, told a story about how I created a $20 million/year blueprint for a man who was too arrogant to believe I could help him, and gave a call to action to join my Inner Circle so they could have my help on creating their own million-dollar blueprint for their business.
In this email, I hooked the readers with the “Jiu Jitsu is like wrestling for old, fat guys” subject line, told a story about how I had spent the entire week training for a jiu-jitsu tournament yet still made over six figures, and gave a call to action to join my Inner Circle so they could learn how to create a business that produced money while they did things they loved.
Seinfeld emails are different, because after someone has completed your Soap Opera Sequence, they should be moved to a broadcast list where they will only get the Seinfeld email that you send out that day. Seinfeld emails are typically not lined up in a sequence that everyone has to go through. That doesn’t mean you can’t write them ahead of time and schedule the broadcasts in your email provider, but typically they are tied to relevant things happening in the life of the Attractive Character as they are happening in real time.
Instead of using pop-ups, we turned the pop-up into the page that people saw first so they were forced to give us their email if they wanted to see more information.
Initially there was a lot of debate on if this concept would actually work. Would people give you their email address before they ever saw your website? Within months, we found that if we had a good enough offer (or lead magnet) on the squeeze page or landing page, we could get a huge percentage of people to give us their real email address.
With this new squeeze page process, less people saw our website, but we made more money because we were able to follow up with the ones who gave us their email address.
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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He provided value to the reader and invited them to move up the value ladder by showing them the next step. This simple lead “squeeze” funnel was the foundation for Eben’s entire company.
The goal of the squeeze page is to make an offer, where you get someone to give you their email address in exchange for what is often called a “lead magnet.” It’s called a lead magnet because its goal is to attract your dream customers to you like a magnet.
When I create lead magnets, I try to create things that the customer avatar I designed in Secret #1 will love, while at the same time will repel the types of people I don’t want to work with.
If your lead magnet is awesome, and your audience gets real value, they will remember you, open your emails, and want to ascend up your value ladder. 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.
My lead “squeeze” funnel pages are short and simple because I’m only asking for an email address.
The more curiosity you can put into the headline, the more likely they will be to give you their email address. If your conversion rates are low on your squeeze page, it’s usually because the lead magnet (offer) isn’t good enough or there isn’t enough curiosity in the headline.
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.
a reverse squeeze page, you’ll get less leads, but they’ll be more qualified because they watched your video and still wanted more information.
If this is your first funnel, you may not have another funnel to direct them to on this page, and that’s okay. Now is the time to start building a relationship with those people who just joined your list through your first Soap Opera Sequence. After you create your next funnel, you can go back and add a link to it on the thank-you page that guides them into the next funnel in your value ladder.
On the thank-you page, you give them what you promised and offer the next step in your value ladder (in this case: One Funnel Away Challenge).
I put in my email address and was immediately taken to a page that was talking specifically about my problem and how their program would help me to solve it. The sales message was perfectly customized based on what I had told them! I got so excited, I retook the quiz dozens of times, giving them different answers to see if it would take me to different pages—and sure enough, it did! It was selling the same program, but the sales message catered to my specific problems!
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. Our survey figures out what type of business they own, and then we give them a sales message that shows how their specific business can use ClickFunnels.
PAGE #1: THE SURVEY PAGE For this type of funnel, the offer is simple: “Take this short quiz, and I will tell you ________.”
The purpose of a survey is to separate your visitors into different “buckets” so you can speak directly to them.
While you may have many questions in your survey, only one question actually determines the “bucket” your visitor will land in.
The “calculating” pop-up shows your visitors that they’re going to get information tailored to them.
Based on their answer to the bucket question, they’ll see a case study from someone in their own industry. We have one case study for each of our nine options for our bucket question. We ask for their email address so we can send them the free case study.
Our squeeze pages feature different niche case studies that we send to our visitors after they enter their email address.
After they give us their email address, they are taken to the results page where we show them the case study (story) and then make them an offer.
The more you customize each results page and follow-up funnel for each of your audience buckets, the higher your conversions will likely be.
the key to having successful funnels is moving away from creating a product (commodity) and creating an actual offer.
When you create huge offers, you can sell them as a bundle in a presentation funnel or as individual products/services in an unboxing funnel.
Instead of selling a huge offer for $840, I can unbox the offer, sell each piece separately throughout the funnel, and get more customers to ascend my value ladder.
the 100 Visitor Test, we discovered we could make more money from one buyer if we gave them something free first (and charged a small shipping and handling fee) before offering them the actual product we wanted to sell them.
I doubled my money and got seven times more customers by adding in a free-plus-shipping offer!
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.
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.
It didn’t have a name that I knew of, so I started calling it an “order form bump.” It was a small checkbox on the order form after someone filled in their credit card information but before they clicked on the submit button, and that checkbox offered a lower ticket product. It reminded me of the checkout line at the grocery store, where you can add quick impulse purchases like gum, Tic Tacs, and a National Enquirer magazine. The order form bump was the digital version of that.
I started adding these bumps to each of my funnels and found that about 33 percent of the people who bought my first product purchased this stealth upsell, and it had no decrease in lifetime value of the customers. They didn’t see it as an additional upsell in the sales funnel.
Both my books are sold with a similar funnel style: curiosity-based headline as my hook, video as my story, and free-plus-shipping offer.
