DAY 2 TRANSCRIPT 

Welcome to day 2 of Build a Funnel in a Week - today you’ll be making some important decisions around what you’ll be including in each stage of your funnel, branding, and we’ll also cover some tech basics that will be useful on Days 3-5.

Remember from yesterday - A funnel is a multi-step, multi-modality campaign that seamlessly and subtly leads a potential customer towards a desired action.

In other words, a well-optimized “funnel” allows you to sell…without selling.

They are the secret to promoting your product or service without being pushy or creepy.

There are a million ways to do funnels. If you’ve ever launched an online program - that was technically a funnel.

The 3 Phases of Our Funnel

The funnel we’ll be building in these 8 days has 3 phases:

Phase 1 is our attraction phase, where we’re attracting the right people to you. We’ll be using a Lead Magnet to call in our dream clients + show the value of your work + highlight your expertise.

On the simplest level, a Lead Magnet is a piece of value that you offer to your people in exchange for contact info - usually an email address. That piece of value may be a video, ebook, webinar, training…

You may have also heard it called a “freebie,” “free gift,” “signup incentive,” “signup offer,” or “content upgrade.”

Think of a Lead Magnet like seeing an attractive person across the room and asking for their phone number. If they’re also interested in you they’ll give you the number. They are indicating that they want to know more about you.

One key piece to our Lead Magnet is that it can’t be any old thing you already have made up - no matter how valuable it is. Your Lead Magnet needs to be directly related to the Core Offer that you’re trying to promote at the end of this funnel. It needs to talk to and attract the ideal customer for that offer.

That’s why we’ll actually be designing our funnel BACKWARDS. We make decisions around our Core Offer - the third step of the funnel - before anything else. We need to make sure every step preceding that in the funnel, is honed for the perfect person for that Core Offer.

For example - if you got into business as a tarot reader, and have an amazing ebook on using tarot at home… BUT your business has morphed into coaching for female entrepreneurs… It does not matter how valuable that ebook is. It doesn’t align with your current business + your core offer, so you gotta forget about it - at least for this week.

In the workbook below this video, you’ll be guided in choosing the perfect offers for each stage of your funnel. Do not skip this workbook - it’s the core part of today!

Okay, onto Phase 2, which is our conversion phase. This is where we’re transforming an interested person into a buyer. It’s like actually going out on that date + having a great time - not just someone giving you their number and ghosting you.

It costs 5X as much to attract a new customer, than to keep an existing one.

And the probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5-20%.

This phase of our funnel is all about the easy sale. It’s where we sell our Entry-Level Offer. You may have heard of this as a “Pocket Product,” or a “Tripwire,” but what we’re doing here is offering a low-cost offer that is an easy yes, that brings people into the fold of your business.

Now, when I say low-cost, this thing doesn’t have to be $5, or even $100 - the cost of your Entry Level Offer depends on the cost of your Core Offer - again, this is why we will be planning our Core Offer first.

If what you’re selling at the end of your funnel is a $2000 online course - a $200 Entry-Level Offer may make sense - or a $25 one! But if your core offer is a $20,000 service, your Entry-Level Offer may be more like a $5000 VIP Day… Having a $25 ebook as your Entry-Level Offer for a $20,000 Core Offer probably doesn’t make sense because there is a massive pricing gap between $25 and $20,000. We want people self-selecting on each step of this journey.

Our Entry-Level Offer also needs to be a smaller bite in terms of the time needed for someone to consume it. You don’t want it to be a 12 week course, but more like something that someone can consume and implement in a day or a week.

This step is where I see most businesses not having - so if you’re freaking out because you don’t have something for sale that fits the bill, don’t worry - I’ll address that in a second.

Phase 3 is our Expansion phase. This is our core offer that we’re trying to sell in the funnel. The Core Offer of this funnel may not be the core offer of your business. You can have multiple funnels running in your business going to multiple core offers. 

You can repeat this Build A Funnel In A Week process over and over in your business! But please please please just stick to 1 core offer this week. I don’t want you to disperse your energy trying to make multiple funnels at once. We want your full focus and attention on 1 funnel - all the way to completion, so you can release it into the wild and start gathering data.

Start with Your Core Offer

Your core offer is your first decision point. You need to choose this first.

There’s a lovely workbook down below this video that will guide you in choosing your Core Offer, if it’s not already blaringly obvious to you - but think of a signature course you have or service you have that you’d love to be selling more of. You do want this to be something that’s open to buy all the time - not a program that you open up only once a year.

It does not have to be your most expensive offer, but you do want to choose one that you want to sell for years to come. Please don’t make a funnel for an offer you’re luke-warm about. Building a funnel takes quite a bit of work + will require consistent checking in and upkeep, so creating a funnel to something you don’t really care about is a waste of your time, and wont actually be creating an asset for your business.

One of my favorite questions for checking in on this is, “What do you want to be known for 10 years from now?”

It’s a lofty question, but if you can stop and dream into this, it is such a beautiful guiding light for where you want to invest your energy.

Choose an offer that you have that aligns with that.

And maybe you’re like “FUCK. I don’t have an offer right now that fully aligns with this question!!” But you have a clear vision of what this offer should be, it’s just not real yet - you can use all the resources in Build A Funnel In A Week to launch this new offer. All the templates are there.

But, ideally you already have this offer created + you’ve sold it before. If that’s the case then this week will actually be about automating and assessing. That is a very beautiful place to be.

Because if you’ve successfully launched or sold your Core Offer then you get to look at the data you a;ready have, and use the assets you’ve already created - the sales page, sales emails, webinar recordings, whatever - and simply automate them. You can make changes to the things that didn’t work so well, but you have a serious leg up.

So to simplify - 

• Choose your core offer first. 
• Choose one that aligns with the long-term direction of your business. 
• Ideally, choose one you’ve already created and already sells well.
• Or, keep it simple and just choose something that’s sitting on your website, ready to be sold.

Entry-Level Offer

Moving backwards from there - The Entry-Level Offer.

Once you know what your Core Offer is you can choose an Entry Level Offer. Something that is lower priced and less time intensive than your Core Offer, but is directly related + that calls to the perfect-fit person for your Core Offer.

This could be repackaging your webinar from a past launch into a $47 training. This can be a training from your Core Offer that you splinter off - which can be a great idea since you’re essentially giving them a taste of your Core Offer and it’s an easy transition. This could be a bundle of a few trainings you’ve already done, or an ebook you pull together with posts you’ve already written, or you could record a new audio.

If you’re a service provider - this could be a one-off session with you, or an easy replicable service. For example, for a graphic designer the Entry Level Offer could be creating a logo for a client, when the Core Offer is a full branding package.

If you already have a relevant Entry Level offer made - awesome. Then it’s going to be so easy to loop this into your funnel.

Again, look to today’s workbook for more guidance.

Lead Magnet

Going back one more step - our Lead Magnet.

Once you know your Core Offer, your Lead Magnet can be chosen.

Again, in an ideal world, you have a lead magnet already created that aligns with your core offer.

If you don’t have one, or your lead magnet seems lackluster to you - I like to think about “What is the one thing that my person needs to believe for my Core Offer to be a Hell Yes for them?” “How can I give them this perspective shift?”

You can repurpose trainings or webinars into your Lead Magnet. Video is the highest converting medium, but it’s less likely to be actually watched, if compared to a PDF guide, which has the highest likelihood of being consumed.

An alternative to a Lead Magnet, that I know some of you will be excited by - instead of a lead magnet you could have an even cheaper Entry Level Offer, that goes before the previous Entry Level Offer. Last year, we transitioned a lead magnet we had into a $25 ebook, with some extra bonuses added on, and I loved the decision because it made it so I could run ads to it and the ads would pay for themselves. That’s called a “Self Liquidating Offer.”

Realize that that is a bit trickier than a straight lead magnet because you’ll have to write a sales page instead of an optin page, and create another checkout page, but it’s a great option for more advanced people.

So go onto the workbook to decide on your Lead Magnet, Entry Level Offer, and Core Offer.

If you already know what they are you’ll have some prompts in the workbook on how to audit each of your existing offers to see if there’s ways you can improve them.

Multi Modality

Now remember our funnel definition: 

“A multi-step, multi-modality campaign that seamlessly and subtly leads a potential customer towards a desired action.”

Our multi-modality will be the pages we set up, the offers they get access to, and the email campaigns we loop in. Fancier funnels can include text messaging, paid ads, and more, but for this week we’ll be doing the basics. You can always add more fancy shit once the core funnel is out in the world gathering data.

There’s a graphic of our funnel down below the video that I invite you to check out. It shows all the pages we’ll be making and email campaigns. You’re gonna be so proud of yourself when it’s all up and running!