The Missing Element in Your Sales Funnel
Blah blah funnels. Do you ever feel like that when you hear the term “sales funnel”? If you do, I certainly understand where you’re coming from. Often you’ll see people saying you don’t need one. They advise you to do is simply set up an email list, offer a free ebook, and then follow up with emails, and then sell your subscriber a product… The most basic of sales funnels!
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The first thing new online business owners learn is the power of the offer funnel. You’ll find WordPress plugins to help you design your funnel and landing-page creators to assist in building it. And yet still your funnel doesn’t perform as it should.
So what’s the missing element?
Cohesiveness. I know, I know. You mail out regularly. You’re making offers. You even make sales. If you weren’t, you certainly wouldn’t be in business this long. But if your funnel isn’t bringing in a steady cash flow that grows month after month, then something is clearly wrong, and I’m betting it’s because you lack consistency and cohesion.
Most of us do, so don’t beat yourself up, but do take a look at your funnel and offers with a critical eye, and ask yourself:
Does your opt-in offer satisfy a real need your ideal client has?
All too often you put together a simple eBook or webinar without ever stopping to consider if your ideal client—the one you really want to work with—really needs or wants it. You work on one thing, but they actually want another… Unless your opt-in offer answers a burning question or solves a problem for your client, she’s going to pass on the content you’ve lovingly created.
Does your follow-up series continue to help resolve her issues?
This is where a lot of funnels go off the rails—in the follow-up. In order to maintain cohesion and keep your readers’ interest, your follow-up emails should continue to address the issue that originally brought her to you. Unrelated products, random calls, and JV offers do little to build trust and will leave you feeling that all your marketing isn’t working!
Does your big offer follow naturally from the opt-in?
If your opt-in incentive is designed to help someone overcome self-sabotage and then you make an offer to give them a free sponge if they buy your car wax… Well, you’re never going to make sales. If you promote something for self sabotage, any program or monthly club needs to include elements that deal with this. Anything lets will drive your subscribers nuts, and it will disappoint you both.
Just like a great sales page, all the pieces of your funnel need to flow naturally from step to the next, even if all you have is a simple email optin for an ebook, and then an email follow-up sequence.
Does your sales funnel lack cohesiveness?