So you’re ready to become a master funnel builder? Awesome! This guide is going to go through EVERYTHING you need to know to excel in this field.
First off, we’d be remiss if we didn’t mention that our FG Society is our premier Funnel Building Certification program for those that want to become certified master marketers. This post will essentially take you through the process we walk our students through!
One of the major questions people ask us all the time is,
“How do you really guarantee a funnel will work?”
That’s like asking us how to win Black Jack every time you sit down at the table in Vegas. No one is going to win 100% of the time, but the people who know this, who continue to play and work at their craft, will be heads and tails better than those who just walk away when they lose their first hand.
Obviously gambling analogy does fall short a bit because well..it’s gambling. But swap out Stock Market and it still works…
No one will get their funnels right 100% of the time, but those that get them right 75%-80% of the time, know something the rest of the world does not.
Funnels have THREE core elements – nail one or two, you might have a working funnel. Nail all three and you’ve now just exponentially increased your chances of success.
So what are those three elements?
In one of our intro courses, Funnel Rx Module 1, we talk about the perfect funnel as the bullseye between these three components…
… because by blending them together, you create irresistibility, positioning, and trust.
If you want to become a master funnel builder, these are the three things you need to study. And lots of people are really good at one of three, and that’s okay. But this is why we know our funnels have done so well – because we’ve dedicated ourselves to blending them all.
So let’s dive into them in more detail.
What is an offer? An offer is the combination of products, pricing, and packaging you put together to create an irresistible bundle that a potential customer can’t refuse.
The offer includes the following pieces…
So if you’re selling a course on how to become great at watercolor painting, the offer might look like this…
The price is $97 for a limited time (normally $147).
You’d also make sure to have a really great visual representation of the masterclass, the brush, the canvas, and the bonus materials.
Together, that makes an offer.
In order to get really good at building offers, there are a few things you need to master.
It all starts with the human. The customer. Who are they and what is their problem? How are you the solution?
Once you’ve identified that, the next step is to ask, “What about my solution is unique or different? How does it go against the grain of all the other products out there?”
Next, you want to figure out how this offer works in tandem with your other products and services in your company. Is this something people would buy first when getting to know you? Or is it an offer that requires a lot of trust and education before they can get the best benefit out of it.
Lastly, what kind of sales funnel will you use to sell it? Some sales funnels have extra products tucked inside (in the form of order bumps and upsells). Others are sold off a webinar or through a recurring subscription.
All of this strategizing and planning leads to the next element of funnelbuilding….copy.
Copy is simply the words you use to sell your offer. In a sales funnel, you might have to write some of all of these types of copy…
Each type has different nuances and tactics that you can use, but they all rest on one skill – direct response sales copy.
What is direct response?
In order to answer that, we have to compare it to traditional brand advertising.
Traditional brand advertising separates the marketing + selling.
Direct response interrupts the prospect and combines the marketing + selling into one funnel or campaign.
What the marketing part of the copy does is to transform the desire for a
result to a desire for the product.
What the selling part of the copy does is to intellectually persuade (the logic) the prospect that the product is a sound decision that will get them the result.
So what are the core pieces of great sales copy?
Obviously not all of these elements are in every type of funnel copy, but when you’re writing an ad or an email, you can try to hit most of these elements of a direct response sales… even if it’s just one well worded sentence that packs a punch.
In many ways, shortform copy is harder than longform because you have to pack so much into every word.
Once you have the offer and the copy, the next and final step is design. Putting it all together to create a beautiful high converting funnel!
Some people can get scared off at the mention of this word – but it’s nothing to fear, even if you never graduated from drawing stick figures.
Funnel Design is the final crucial element in this process, because it’s brings everything we worked so hard to create – all together in a visual package that buyers can understand and take action on.
Good funnel design can be learned, just like good offer strategy and conversion copywriting. Let’s go through the foundations that you’ll need to master in order to become an elite designer.
A successful launch will contain a lot of designed elements that will need to work in concert with each other – NOT just the funnel. Here are just a few of the different elements you’ll want to become a design master in…
And there are a lot of different types of funnels, each have nuanced ways of presenting the information. One product can even be sold in different ways, in different funnels:
Key Design Ingredients to Master in Funnel Design
Here’s the good news… you don’t have to go to school for years and years to become a master funnel builder.
A good teacher will help you learn through APPLIED theory. This is the idea that you learn the pieces you need to learn in order to create an amazing funnel, rather than learning the foundation of ALL design or ALL writing.
Inside of FG Society, we certify our marketers to become experts in applied copy and design and offers, so that you don’t have to worry about graphic design school or learning complicated programs in order to be a solid marketer.
And if this is all a bit overwhelming, we suggest you start with two simple products…
First, Offer Cure is like the “lite” version of becoming a master funnel builder.
Take that course, along with one of our templates, and you’re off to the races!