I once worked with an Agora marketer who regularly built 7-figure businesses.
I can’t reveal his name, but let’s just say he’s big news in certain circles.
Anyway, he did something so radically different when he built businesses. Something that I’d long suspected was the right way to do it, but wasn’t sure until I saw him do it again and again to his immeasurable success.
Before I reveal what he did, I want to ask you a simple question:
How are you building your marketing campaigns right now?
If the answer is anything close to, “what’s a marketing campaign” or “I’m not’, then this is a blog post you definitely don’t want to miss.
Here’s how most small business owners build their marketing, if they build real marketing campaigns at all:
First, you either learn about a new marketing tactic from somewhere or you see it being done by a competitor or peer. You then decide to try it out. Then, you wait a little bit and, seeing no new sales, abandon it for another new idea.
OR, you have some content ideas come to you and you record or launch them… only to abandon consistent content marketing efforts after a while.
OR, you spend a LOT of money on lead generation only to find that no one’s hitting that “Contact Me” form for more information.
OR, you’re launching campaigns but not selling anyone to the next step. So you might have one campaign to get people in the door and one to sell another piece, but nothing consistent that takes people from unaware to sold to the next step up.
Does any of that sound familiar?
It should, because if you’re being honest, one of those aforementioned strategies is the one you’re likely employing right now. I know this because I’ve seen it in the consulting world over and over and over again. I saw it as a copywriter more times than I care to count.
IT DOESN’T HAVE TO BE THIS WAY.
What if I told you that you could have a consistent, sales-generating marketing machine running for you 24/7/365, able to consistently give you more sales than you know what to do with? What if I told you that everyone who’s making real money is doing this, and that you don’t need to be a genius to reverse-engineer their methods?
What if I told you that having a “complete” funnel is easier than the marketing gurus out there are leading you to believe?
Hang on to your horses, because that’s exactly what I’m going to show you over the next few minutes of your time. (I promise, it’ll be worth it!)
The Step-By-Step Method for Building Funnels
First I want to share some beliefs I have about marketing and entrepreneurship. They’re fundamental to the way I think and why I advocate the strategies I do, so bear with me for a moment while I share them.
- I believe that marketing should be simple. Most people complicate the hell out of something that should be as simple as 2+2 = 4.
- I believe that marketing is systematic, not creative. I believe that if something isn’t working now, we’ll eventually find the combination of items that works for you. We don’t need the kisses of muses, we just need data-driven decision making.
- I believe that direct response marketing works, both online and off. I believe that an “old-fashioned” funnel, while really unsexy in today’s AI-driven, technology-infused world, still works to generate consistent sales.
With that out of the way, let’s talk about what I suggest.
When building campaigns, I suggest you lay the whole map out from start to finish.
When I say, “From start”, I mean the front-end of your funnel. When someone first learns about you, how do they get in your world? Who are they? What are they looking for?
That’s the first step in your funnel.
And on the other end, the “finish” of your funnel is the highest tiered product you currently have in your product line. Maybe it’s one-on-one consulting or a complete product package. Whatever it is, that’s the penultimate purchase.
Got that? So you’re moving someone from unaware of you, un-indoctrinated in your worldview, and un-sold on your offer to being your biggest fan, completely indoctrinated in the world-according-to-you, and completely sold on whatever you have to sell.
It’s a big chasm, and in order to cross it we need a bridge.
At step one is your Lead Magnet. This is the free piece of information that targets those who have the Problem You Solve. (One of my “10 P’s”.) Note that in order to qualify as a lead magnet, this content must be exchanged for information about themselves. (Like email.) A book seems to do well here, but there are many options nowadays.
Step 2 is the Tripwire, or the first purchase someone can make. So maybe it’s a $29 guide, or a $199 course, or a $59/month newsletter. Whatever it is, it’s something that gets them to invest in indoctrinating themselves in your worldview.
Step 3 is the next step up. This stage should still be mostly DIY, but should have a higher investment of their time and resources. (Note that I didn’t say yours.) Perhaps it’s a higher tiered course or a seminar ticket. It’s something that brings someone into your world without
Step 4 is even higher up. This is where someone should actually get some of your time, and it should be at an investment actually worth your time. So maybe a strategy session or a consultation call. Whatever it is, it should only be done with those who have gone through the other steps and indoctrinated themselves in your worldview.
Step 5 is the penultimate step and should be the most expensive available. This is where you’d actually offer some of your time, and it should only be with clients who’ve gone through the other steps and who are 100% ready and excited to work with you. You should not have to do much selling at this point, because they’re pursuing you.
Note that you can have as many multiple ladders like this at once. However for most, five steps is enough to develop a “full” funnel and create a good amount of revenue.
Of course, people will stop at different points. And some will take longer or shorter periods of time to move from one step to the next. But what won’t happen is you won’t leave money on the table because you have nothing to sell people on next.
So the natural next question is – What do you do at each step?
This is where the Marketing Trifecta comes in.
The Marketing Trifecta
In the Marketing Trifecta, at least my version anyway, each marketing step has three main components:
Component 1: An Attraction Mechanism
This is the email series, Facebook ad, blog post, etc that gets someone into that step’s mini funnel.
- Ad Set
- Blog Post
- Social Media (Video/Post)
Component 2: An Indoctrination Mechanism
This is the piece of content that indoctrinates them a little bit more and gets them to purchase.
- Sales Page
- Email Series
Component 3: A Conversion Mechanism
This is the item that they’re purchasing or opting in to.
- Lead Magnet
Putting it All Together – the Marketing Asset Tracker
If you’re counting, you can see how creating complete campaigns like this can add up to a lot of copy and design assets. It’s not uncommon to have over 100 individual pieces of copy when we build full funnels like this… not to mention all the associated graphics assets. And that doesn’t include the actual product!
It’s no wonder that when you look at marketing campaigns in this way, as opposed to as a single object, that hiring someone to help you can and should be an expensive proposition. Getting this much marketing to work together in alignment with the others to indoctrinate someone takes a lot of work.
It’s more than just “putting something out there”. It takes knowing the frame of mind someone is in at each stage, what they already know about you and your philosophy, and what they need to know (what Todd Brown calls the “Marketing Thesis”) to move forward and purchase the next step.
This isn’t brain surgery, but it’s also not something you want to leave to Fiverr, either.
Which is why I created a tool I call the “Marketing Asset Tracker” to keep it all organized. When I fill one out for myself and for clients, I will generally write out everything at once, and then methodically build it all.
Here’s a screenshot of what that looks like when I’m managing the funnel building process:
So, everyone knows exactly what we’re building, what the status of it is, and where the draft for that piece of copy is. It’s all in one spreadsheet and ready for collaboration. Plus, it’s in an archive format easy to pass on to the next copywriter who’ll be optimizing the marketing assets.
If you look closely, you’ll notice that each “step” has the following components:
- Ad Set
- Sales Page (Or opt-in)
- Thank You/Confirmation Page
- Follow-up Sequence
- Product (internal files for deliverable)
It’s really that easy to start. Of course, I do other things that are unique – such as create Project Codes, organize documents in Google Drive, and all that jazz… but I think you can get the gist with what I’ve shown you here.
REAL business owners know that marketing works best when it systematically takes someone from knowing nothing about you to being a repeat customer. And they know that you can’t wait for inspiration to strike – you just build it, step-by-step.
And now you know the 7-figure marketing secret only practiced by those “in the know”. 🙂
Want to dig deeper into how I plan and create complete marketing funnels with hundreds of pieces of copy? Then you’ll want to download my “Marketing Asset Tracker” Template and Mini Training today.