Funnel Basics: How Testing Lets You Turn One Plan Into Multiple Ideas (and Income Streams!)
Hello, funnel builder!
Yesterday, you brainstormed all the different pieces of copy needed to build a basic funnel. From the lead magnet up through the main offer, upsell copy, and follow-up, there’s quite a bit of copy that can be built into a single project.
And today, I’ll show you how to multiply it even more …
You’ve already learned that acquisition funnels are built with the intention of turning interest into sales. But, many businesses are looking for more than one kind of customer …
A single acquisition funnel isn’t going to be able to target every possible customer type. Does that mean there’s a problem with using it?
No – in fact, it’s great news for you as a writer … here’s why:
Funnels are a great opportunity for businesses to segment or test different approaches to attracting new customers.
Here’s how this works for you …
Take a basic funnel plan for a magazine – let’s use BudgetSmart Tahiti as an example.
Your client has asked you to build a funnel targeting money-conscious travelers. You’ve proposed leading with the free report, “6 Ways to Save on Your Tahitian Vacation,” following it with a discounted subscription offer for your main offer, upselling access to a personal vacation consultant, and following up with a 10-part email sequence focused on additional travel-savings tips.
But, what about people looking to visit Tahiti for a romantic getaway? Your funnel reaches them, but you could also propose an alternate funnel to test against your first plan …
Instead of using “6 Ways to Save on Your Tahitian Vacation,” as your lead magnet, you propose another piece, “How Two Weeks in Tahiti Can Change Your Marriage.” And, you offer to replace the 10-part sequence with a 5-part sequence showcasing stories from people who’ve revitalized their love lives thanks to their romantic Tahitian holiday.
Chances are, your client is going to be interested in trying that, too. It gives them more options … a wider net to use to attract new subscribers. So, they might run it back-to-back or head-to-head against the budget-focused funnel.
No matter which option wins, you come out ahead. Why?
Well, your client will be coming to you to do the work. You’ll get to build the first funnel … and then multiply your first idea by expanding to a new marketing approach. Your fees will go up, too, as you’re likely going to be the go-to writer for each alternative funnel tested.
Plus, once you get started, you’ll find that it’s fun to brainstorm new marketing approaches. Try it now and see for yourself.
Pick a product or service and identify which market it currently targets. Then, brainstorm alternative markets or different emotional approaches to the same offer. For example, how would you market a new air conditioner to someone living in Texas vs. someone living in Canada? To a busy mom vs. a retiree?
Share your ideas in the comments. And let’s see just how far you can multiply your funnel opportunities.
Then, stay tuned for tomorrow … I’ll tell you just how much all these different pieces and tests can be worth to your bottom line.
The Professional Writers’ Alliance
At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »