Funnel Basics: Why Acquisition Is So Important to Your Clients

Jen Adams

Welcome, welcome, welcome!

This week, we’re going to dive into one of the fastest-growing opportunities for writers – acquisition funnels. By the end of this week, you’ll understand all the basics – key terms, funnel pieces, overall value – and see how to turn this kind of project work into serious cash.

Let’s start at the very beginning – what is an acquisition funnel?

An acquisition funnel is a system to turn passing interest into a new sale (and, preferably, multiple sales).

Simple enough, right? And yet, it speaks to one of the biggest issues marketers have – connecting with new customers!

For many companies, their single biggest cost is the cost of acquiring a new customer. Acquisition – the official marketing term for this process – can be very expensive.

Each new customer has their own “acquisition cost” – the amount of money that must be spent on advertising to bring them in the door.

For online marketers, it usually starts with lead generation – the process of attracting attention and collecting emails. So, a company will pay for advertising to earn clicks, new subscribers to their free e-newsletter, or fresh emails collected in exchange for a downloadable report.

And – though this might surprise you – most businesses are willing to lose money doing these lead generation campaigns, because they’re counting on follow-up marketing to turn fresh interest into a paying customer.

Sadly, this is where a lot of companies stumble. They spend a ton on attracting interest and getting new names for their mailing list, but they don’t really invest in their follow-up. As a result, their new names don’t convert into new customers.

With no sale, there’s no profit. And nothing is more depressing to a company than 1,000 new leads who generate negative net profits, after costs are considered. Because, even if you’re getting a lot of fresh interest, no business survives long running in the red.

This is where funnels come to the rescue …

With an acquisition funnel, there’s an immediate follow-up built into that first point of contact. Here’s a basic example …

Say you’re interested in vacationing in Tahiti. So, you download a special report, “6 Ways to Save on Your Tahitian Vacation.” Immediately after you download the report, you’re taken to a “Thank You” landing page that offers you the chance to subscribe to BudgetSmart Tahiti magazine. And, because you’ve downloaded the report, you can get the magazine for 50% off right now.

Done right, this kind of follow-up feels like a natural next step for you as an interested vacationer. But, for the company behind the campaign, the difference is HUGE.

Even if only a small percentage of the people who view the magazine offer take them up on the deal, it could tip the scales from a money-losing acquisition campaign to a break-even or even profitable acquisition experience.

And, if you’re the writer who brought that idea forward … trust me, you’ve got a new best friend!

Tomorrow, we’ll talk the key parts of an acquisition funnel. For now, I’d like you to think about some of the companies you’ve interacted with recently …

When you showed interest in them, was it a purely one-time experience? Or, did the company offer you something else right away? How natural did it feel? Share your experience in the comments.

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Published: June 15, 2015

7 Responses to “Funnel Basics: Why Acquisition Is So Important to Your Clients”

  1. I am so glad you are addressing this topic, as it has been a foggy concept for me.

    Guest (Steve Wagner)

  2. This learning experience is priceless.
    I have become so aware of all of the different writing applications available to a newbee, such as myself.

    Laura Kay

  3. Jen, I loved "Funnel Basics"! I'm new to AWAI Copywriting. However, not new to giving my info for free reports.
    Like many great ideas, yours too displayed effectiveness through simplicity.
    Can't wait to read your next posts...


  4. Yes, yes, yes this is the Number 1 thing. Gosh when I don't have a lot experience its very, very frustrating, but I have to "KEEP-ON PUSHING-FORWARD". I remember telling Rebecca and Katie, gosh I can't "purchase" all of the Products that AWAI has to sell, but I try to purchase what I can purchase. All I know is that I'm all in. "One day You all might be "Rapping about me". Pauly of Paulys Copy Writing Strategy. God is my refuge in God, though and I have Praise him.

    Guest (PAULY )

  5. It's beginning to feel like "Back to The Future" for me.

    A year ago when I got interested in marketing and copywriting etc. I downloaded an info piece from Frank Kern, ended up buying a book, and never looked back.

    Now, so many AWAI courses later I can't count them, I'm reading about the very funnel Kern was talking about.

    Only now, it's making sense. I haven't made any money but I'm starting to think like a copywriter.

    Maybe that's why your posts are having such an impact. Thanks, Jen.

    JimBob from Canada

  6. Anyone interested in writing funnels MUST read Ryan Levesque's book: "Ask: The Counterintuitive Online Formula to Discover Exactly What Your Customers Want to Buy...Create a Mass of Raving Fans...and Take Any Business to the Next Level"

    I've been through his course (which is really good, but expensive), but the book has everything necessary to write exceptional funnels.


  7. Yes Jen learning all about funnels is amazing and I got the book free called "ASK" from Levesque,its amazing. Learning through your system prepares you for whats next and reading the book brings you to a whole new level of learning.

    Guest (Carmen)

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