Fundamental Funnelism

by Steve The Copywriter

Posted: 10 years ago 17 replies

COPY WRITING

We were more or less minding our own business in the copywriters coffee shop flicking through a goodly collection of phenomenal postcards when an interweb writer marched in with a big grin.

Telling us their "Funnel is doing well" (there were the obvious jokes) and everything quietened down until someone spoilt it by asking -

"What exactly is an interweb marketing funnel, how does it work and what mechanisms does it have?"

Most of my Postcard crew and me legged it, on the hurry up, scattering cards everywhere, I just remember a long lamented shriek...

"Steve, will you ask the Warriors for me?"

So I have. Concise, easy to understand answers please. With just minimal tekkie stuff.

I thank you,

Steve

P.S. All I can think of is capture email addresses and send stuff out

#funnelism

PassiveIncomeTeacher 10 years ago

It goes something like this.

Get prospects to buy a lower priced item or free item. Then continue to build a relationship, help them, and sell more things to them so they can grow.

Involves initial traffic source, landing pages/sales pages, emails list, product delivery system
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colmodwyer

10 years ago

It's just a sales funnel, not too much relationship building:

How To Calculate Your Average Customer Value

So those steps happen immediately, one after another... and after the initial low-priced purchase (card details snagged) the additional purchases can be made with one-click.

There's downsells within too. "Don't want to put $300 on your card, how about I split it up into two lowly payments of $150?"

If you're a copywriter, writing for a client who doesn't have a funnel like so, you can now double your fee, your clients revenue, and your royalties.

Not a new concept by any measure. But I think more folks are catching on to it, and better technology is showing the true value of upsells / cross-sells.

Colm

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The Copy Nazi

Banned 10 years ago

Originally Posted by colmodwyer

It's just a sales funnel, not too much relationship building:

Dude... I was just re-reading "Great Leads" - the AWAI publication - and bugger me - your name pops up on page 188. Something about how you were caught in a public toilet...

Here you others - grab this - $8.48 on Kindle. Amazon.com: Great Leads: The Six Easiest Ways to Start Any Sales Message eBook: Michael Masterson, John Forde: Kindle Store

Pay attention to Colm - he knows what he's talking about and has the runs on the board to prove it.

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Steve The Copywriter

10 years ago

Originally Posted by The Copy Nazi

Dude... I was just re-reading "Great Leads" - the AWAI publication - and bugger me - your name pops up on page 188. Something about how you were caught in a public toilet...

I remember reading it but never realised it was "copywriter forum" Colm.

BTW - it is a great book.

Steve

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ewenmack 10 years ago

Here's a "funnel" I and 2 partners are building out now
to see as an example.

Online ads offering 6 free reports.
Testing different ads for each report.

Each report is split into 2 parts,
to get second part the reader has to hand over his email.

Postcards to targeted lists
offering same 6 free reports.
Testing different postcards for each report.

Testing different ad platforms online.

Testing different mailing lists.

This gives us 12 points of entry
into the top as we move them to the
final destination, a booking.

At any stage they don't get closer to making the booking,
we follow up. This could be ads following them across the internet,
it could be email follow ups or phone calls.

Still clear as mud now?

Best,
Ewen
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Steve The Copywriter 10 years ago

Cheers Ewen, as clear as frosted glass in a snowstorm.

But...I've got an abacus and I'll try and do the math.

Steve

P.S. Wouldn't it have been a lot simpler to stick with Postcards?
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- ewenmack 10 years ago
  
  Originally Posted by Steve The Copywriter
  
  P.S. Wouldn't it have been a lot simpler to stick with Postcards?
  
  We can test cheaper and faster online before we buy lists
  and pay for postage and printing.
  
  Simpler doesn't always equal to being more profitable.
  
  Copycats will be too lazy to follow,
  therefore it becomes a competitor barrier.
  
  Best,
  Ewen
  
  Thanks
  
  {{ DiscussionBoard.errors[9073306].message }}

Steve The Copywriter

10 years ago

I'm sure the above may all be true

...but when you get to my age simpler is always better. And we can all enjoy the money.

If it gets over convoluted I'll never live long enough to spend any extra "profits"

Steve

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ewenmack

10 years ago

Originally Posted by Steve The Copywriter

In the end we are still making bookings for the same service,
but it is being targeted to 6 groups of people.

Best,
Ewen

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Steve The Copywriter

10 years ago

And I can't help myself from asking "how difficult is it to send a Postcard out to 6 different groups?"

Actually it is quite difficult - getting a client or anyone to knock out say 6 x 3,000 pieces of card can cause gigantic kerfuffles.

Hence, Steve's world shattering nobel peace prize winning logic.

If... sending/giving Postcards causes consternation... what on earth would 12 x2 x 6 (or whatever) split tests be like to organise, monitor and collate on the interweb.

Steve

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ewenmack

10 years ago

Originally Posted by Steve The Copywriter

If... sending/giving Postcards causes consternation... what on earth would 12 x2 x 6 (or whatever) split tests be like to organise, monitor and collate on the interweb.

Steve

We can test cheaper and faster before we send out
winning campaigns via postcards, oh great postcard master.

Best,
Ewen

Thanks

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Steve The Copywriter 10 years ago

Ahh yes, it may be cheaper but is it as effective?

(ewen, if it's an interweb company then testing on the net does of course makes sense)

Steve
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- ewenmack 10 years ago
  
  Originally Posted by Steve The Copywriter
  
  (ewen, if it's an interweb company then testing on the net does of course makes sense)
  
  Steve
  
  Actually it's setting up qualified leads pre-sold
  ready for an appointment at an office location.
  
  Best,
  Ewen
  
  Thanks
  
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Steve The Copywriter 10 years ago

So wtf don't you do postcards (damn the expense, they work like magic in getting hot - shot appointments)

Steve
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- ewenmack 10 years ago
  
  Originally Posted by Steve The Copywriter
  
  So wtf don't you do postcards (damn the expense, they work like magic in getting hot - shot appointments)
  
  Steve
  
  More opportunities to get in front of more qualified prospects, dear Watson.
  
  Plus I repeat, testing out themes online is a darn sight cheaper than offline.
  
  Best,
  Ewen
  
  Thanks
  
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Steve The Copywriter 10 years ago

Alright, test away in cyberspace.

And may the force be with you.

Steve
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colmodwyer 10 years ago

Dude... I was just re-reading "Great Leads" - the AWAI publication - and bugger me - your name pops up on page 188. Something about how you were caught in a public toilet...

That's me alright, the George Michael of Copywriting.

Agora Financial is John Forde's main client, where I worked for a few years. So he hit a couple of us up when he was writing that book.

Colm
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