I love digital sales funnels as much as anyone, but, for most people, they are simply unnecessary – marketing automation is a different story.
And I’m not the only person who believes this:
Your objective out of the gate should never be to “build a successful funnel”.
It should be to “Provide a targeted audience with an offer they are willing to trade money to acquire”.
Preferably a large audience, over and over.
After you have that working offer that people buy – sure, funnel the hell out of it and optimize your profits. (I call my final iteration “the funnel of no escape”. LOL)
This “funnel trend” reminds me of the early days of marketing on the Internet, when I saw my friends and clients spending days, weeks or months putting effort into building out a HUGE content-filled website that they didn’t even know if it was something people wanted to buy. Very often it flopped and all that time was time mostly wasted.
Instead, I started with a one-page website and had it built within an hour and knew within a day if the offer was going to work. If it did, I let it run for 30 days. If it continued to work, I may expand on it. If not, I dropped it like a hot potato and moved on without much time investment. About an hour.
Funnels are the same thing nowadays.
People building out multi-step complicated funnels with upsells, downfalls, cross-sells, 30+ day nurturing sequences. And no clue if any of it works. (Hint: this is why it doesn’t work most of the time.)
Days, weeks and months are invested in creating these massive digital concoctions.
And most simply don’t work.
Seventeen years later, I still start with a one-page site.
Simple. Efficient. Effective. Just the way I like it.
Give it a try and see what a different it makes in your results.
And if you’d like some help, let me know.
Lee CollinsAir Force veteran and former corporate VP, Lee Collins started marketing online in 1999. He is best known as an early pioneer of Direct Response Marketing on the Internet, but also gained recognition as the creator of Hybrid Marketing and Repeat Profit Systems. When Lee isn't helping his clients solve million-dollar marketing and systems problems, he enjoys time with his wife contemplating by a campfire, exploring a mountain or desert trail in his Jeep Gladiator, or planning their next epic BBQ roadtrip.
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