Welcome to Day 8 of Build A Funnel In A Week. Today is your day.

It’s time to launch your funnel.

I know, I know. Your funnel is probably not perfect. 

But FUCK YEAH - you built a funnel in a week! You are now ahead of 80%+ of the online businesses in the world. GIVE YOURSELF A PAT ON THE BACK!

Remember, that the whole point of this was getting to here. To this day, where you get to unleash your funnel into the world.

It’s not about being perfect.

Obviously, your imperfect funnel can succeed from the get-go.

And, your funnel very well could flop.

There is always some juicy nuggets of learning in a good flop 😜

Look at quotes from some of the most prolific and wealth entrepreneurs and you will see again and again and again that it’s not about being perfect, and “failure” is only failure when you don’t learn from it.

"Failure is success in progress." ― Albert Einstein

"There is no innovation and creativity without failure. Period." ― Brene Brown

"It is impossible to live without failing at something unless you live so cautiously that you might as well not have lived at all, in which case you have failed by default." ― J.K. Rowling

"Failure is another stepping stone to greatness." ― Oprah Winfrey

"Many of life's failures are people who did not realize how close they were to success when they gave up." ― Thomas Edison

"Those who dare to fail miserably can achieve greatly." ― John F. Kennedy

(Sorry, couldn’t help myself - seriously, every person who’s created something impactful has GOOD things to say about “failure.”)

So… get it out there!!

Today’s Big Action

Today’s Big Action is to publicly announce your funnel.

Yesterday you wrote a “Lead Magnet Promo Post”. Go share it 😘

Share it with your email list.

Put the link to your optin page in your IG linktree + write a post about it.

Record a podcast. Put a video on YouTube. Tell a friend. Tell a client.

And as soon as that’s done - enter to win a prize from the Dirty Alchemy team!

Enter to Win a Prize!

If you finish creating your funnel AND launch it into the world before Feb 16 (no matter how imperfect), you’re eligible to win a prize.

(I'm using "launch" loosely - that could mean posting 1 link to it on social media)

Here’s what you’ll be entered to win:

• 2 people will win Copy Coaching on their funnel page of choice (we'll look at it with our professional copywriting + marketing eyes and give expert feedback!)
• 3 people will win our Copywriting Bundle

How to enter:

• Fill out this survey

Beyond This Week

Now that your funnel is complete and out in the world - the name of the game is getting people into your funnel, and using the information from people going through your funnel as opportunities to make your funnel better.

THis is where “Leverage Points” come in.

Leverage Points are different points in your funnel where people are interacting with you + making decisions.

Which reminds me of our “Revenue Formula” from the Alchemical Business Accelerator.

The basic Revenue Formula for a coach or service provider looks like this:

• [# of people signing up for a call] x [sales call conversion rate] x [price of offer] = REVENUE

A lot of people hyperfocus on [# of people signing up for a call].

They want MORE LEADS, or MORE FOLLOWERS, or A LARGER AUDIENCE.

But [# of people signing up for a call] is only 1 Leverage Point.

[sales call conversion rate] and [price of offer] are your other Leverage Points in this simple example.

Let me spell this out with numbers:

If you have 10 people booking sales calls with you a month, and you usually “convert” 1/10 of them, and your price is $2000, then this is what your Revenue Formula looks like:

• [10 of people signing up for a call] x [10% sales call conversion rate] x [$2000 price of offer] = $2000

If you hyperfocus on LEADS (like most people do), and you 10X your number of people booking sales calls, it looks like this:

• [100 of people signing up for a call] x [10% sales call conversion rate] x [$2000 price of offer] = $20,000

Yay $20,000!

But who the fuck wants to do 100 sales calls??

EASIER Leverage Points to play with are [sales call conversion rate] and [price of offer].

So what if you got better at sales calls, and now you convert 3/10 of the people you talk with:

• [10 of people signing up for a call] x [30% sales call conversion rate] x [$2000 price of offer] = $6000

→ You 3X’d your revenue with ZERO extra calls.

Or what if you increased your price to $2500?

• [10 of people signing up for a call] x [30% sales call conversion rate] x [$2500 price of offer] = $7500

→ You increased your revenue by 25% by just increasing the price.

So I wanted to highlight this this way because for very many of you, YOU WILL JUST WANT TO LOOK AT THE [# of people viewing LM Optin Page] LEVERAGE POINT.

Please don’t.

Yes, that traffic matters. But it’s one teeny tiny piece of your Revenue Formula.

As a case study – we have 1 client who made her first $1,000,000 in annual revenue with a few hundred followers on Facebook, no Instagram, and a few hundred email list subscribers. THAT’S FUCKING IT. She was paying attention to the other Leverage Points.

(Sermon done.)

So how does this look in our funnel??

This may look a bit more complicated, but here are our funnel leverage points!

On the landing page side, it looks like:

• [# of people viewing LM Optin Page]
• [LM Optin Page conversion rate]
• [ELO sales page conversion rate]
• [ELO price]
• [C.O. Upsell Page Conversion Rate]
• [C.O. Price]

This may look like:

[# of people viewing LM Optin Page] x [LM Optin Page conversion rate] x [ELO sales page conversion rate] x [ELO price] x [C.O. Upsell Page Conversion Rate] x [C.O. Price] = REVENUE

** This will fit together differently based on your unique funnels factors, obviously.

And then on the email side, our Leverage Points are:

• [Email Open Rate] → for each email
• [Email Click-Through Rate] = percentage of people clicking the link in your email

So let’s play with some numbers to illustrate this!

Example:

1. [500 people viewing LM Optin Page] x [50% LM Optin Page conversion rate] = 250 email optins
2. 250 people x [5% ELO sales page conversion rate] = 13 people purchasing ELO
3. 13 people x [$25 ELO price] = $325
4. 13 people x [5% C.O. Upsell Page Conversion Rate] = 1 person purchasing C.O.
5. 1 person x [$299 C.O. Price] = $299
6. Total revenue = $325 from ELO + $299 from C.O. = $624

You can make improvements on EVERY point with [brackets] around them.

Let’s look at how to improve each of these…

What to change if these Leverage Points aren’t working

First, here are some averages, on what’s standard for conversion rates and such. Obviously, if you know what your standard conversion rates are - use those!!

• [LM Optin Page conversion rate] = 40-60% is a good range to shoot for. If it’s below 30%, prioritize improving your LM Optin Page!
• [ELO sales page conversion rate] = 3-5%
• [C.O. Upsell Page Conversion Rate] = 1-3%
• [Email Open Rate] = 20% is a good # to shoot for for promo emails
• [Email Click-Through Rate] = 2-5% is average

If your numbers are below average, or you just want to improve everything… here’s what to look at:

• [LM Optin Page conversion rate] = low
• Change the colors
• Make sure your optin form is “above the fold” – not too low on the page
• Improve your Lead Magnet title
• Edit your subtitle to make it more tangible and juicy
• Make sure you are promising a tangible, positive result or transformation
• Make sure the page looks good on both desktop and mobile
  
• [ELO sales page conversion rate] = low
• Change the colors
• Update your subtitle
• Review your copy and take note of every time you “zone out” reading it – that’s a sign that that section is not engaging!
• Add engaging imagery
• Break of text with images and headlines so it’s easily skimmable
• Play around with adding an engaging statement/question at the very top of the page to call them in, before they see the program name and title. E.g. “[Group they consider themselves a member of], are you ready to [result they desire that they will create in your container]?” or “It’s time to [result they crave] without [thing they want to avoid].”
  
• Add bullet points addressing what they will achieve/create/become in this program underneath the course name and tagline
  
• Use bullet points to break up long sentences or paragraphs
  
• Be more specific in your copy, especially about the results of your program. Give tangible examples of how their daily life will look different after they work with you
  
• Address the most common objections you hear from your audience in the copy or the FAQ
  
• Make sure the page looks good on both desktop and mobile
  
• [C.O. Upsell Page Conversion Rate] = low
• Change the colors
• Update your subtitle
• Review your copy and take note of every time you “zone out” reading it – that’s a sign that that section is not engaging!
• Add engaging imagery
• Break of text with images and headlines so it’s easily skimmable
• Experiment with changing the price
  
• Tell them why they need this to complete the purchase they already made
  
• Give them a reason to buy now. Is this the only time they’re going to see this offer? Will the price increase later?
  
• [Email Open Rate] = low
• Change the subject line!
• Add numbers to the subject line: “10 ways…” “3 reasons…” “the #1 thing…”
  
• Add an intriguing snippet to the email preview
  
• Push yourself to re-write your subject line 3 different times, each time more juicy
  
• Use your subject line to lovingly call readers out
  
• Experiment with adding emojis to your subject lines
• [Email Click-Through Rate] = low
• Change the text of your link & make sure it’s actionable + eye-catching
• Be more clear on the value of clicking the link within your email copy
• Add the link earlier in your email, and again at the end
• Add a P.S. and put your Call To Action and link in there

If you want Copy Edits to each of these funnel elements, I invite you to apply to the Alchemical Business Accelerator, where you get 6 months of support, training, copy editing and feedback on every element of your business. Imagine what you could do with this with 6 months of spaciousness…

The Templates

• Anatomy of a Powerful Storytelling Post that Converts
• 30 Email & Social Media Post Prompts
• Social Media LM Promo Template
• Funnel Metrics Spreadsheet