Funnels Are Sexy, Here’s Why
Everyone’s used a funnel at some point, maybe it was when you were baking a cake or pie, perhaps while drinking too many beers.
In either case you’ve had some experience with them offline, but now it’s time to create one for your online business.
I love funnels so much because they are a much more effective way of running your sales process.
Think of your traditional website as an online lemonade stand, you’re standing around on the corner hoping for customers to come over and buy from you.
Now a funnel is more like a drive-thru lemonade stand.
You’re catching customers while they’re already on the go and you’re making it as easy as possible for them to buy something before sending them on their merry way.
Not only are funnels more streamlined but they also give you much better insight into the data and metrics going on in your business.The trick when working with funnels is to really make them “pop” for your target audience. This is where things like copy, story, and psychology come into play.
Here’s an example of how I took a client’s humdrum funnel for a legal business and gave it some real zing by playing with the “story” of the business.
Finding Your Trophies
What I was able to do with this funnel was find what I call the “trophy moment.” Instead of just talking about the product’s benefits in the standard ordinary way that every other competitor in the industry does I flipped the script.
Products that are related to death just don’t convert very well and that was a barrier for this client.
So I thought about it and turned the negative into a positive. What if needing a will was an indication that you were awesome!?
That you had done something great in life and now you were part of an elite group. In this case we turned the actual product into a trophy.
Every business has one of these, you just have to be willing to think outside of the box and do some research. It’s crazy how often this is overlooked!
I had a client who was in the facial cream space and while looking for our trophy I found that one of the key ingredients in their product had been used by the Egyptian Queen Cleopatra. Dude! That’s a huge trophy right there!
I had found the information with a 5 minute Google search too. This is low hanging fruit guys, really low hanging.
Passing The Dumb Bum Test
There is no need to overcomplicate it. Entrepreneurs love to overcomplicate.
This client was using tons of scientific language in their copy and it was putting readers to sleep.
Einstein said any fool can complicate things, but it takes a genius to simplify them. When customers land on your funnels they should know what’s going on right away.They should know, what the product is, what’s in it for them, and how do they get it. I call that the “Dumb bum test” and most businesses fail it. This means even the most dumb bum among us should be able to figure your business out!
The way to do this is through stories, parables, and finding your trophy moments.
- Research your product / service on Google and look at what good storytelling information comes up.
- Brainstorm a list of the “out-of-the-box” benefits of your business.
- Get rid of any boring overly complicated or scientific copy. Keep it simple.
- Check your copy for the “Dumb bum test”.
Result You Will Achieve
Funnel copy that uses better and simpler storytelling to increase your conversions.
This article is based on an EHQ interview with the mentor.