The chances are that you are doing this already, but is there any structure to it? Do you have a content library or matrix to use in your promotions? Do you have these emails formatted? Do you have landing pages, squeeze pages and thank you pages created? Is there a flow? Do your YouTube videos back up your mailshots or Facebook adverts? Is it all connected? If not, then it is time to look at creating a proper funnel for your generating the right leads for your business, rather than just hope that business will come in the door.
Yesterday I was in the Northridge Mall while my tires were being rotated at Firestone outside. When I walked in there a man was promoting Occulus, the 3D experience. . . for $5 a journey. I didn’t have any bucks so I declined. I was wondering why he didn’t use the email model of a free gift to get a subscriber; I mean a free trip using the mind altering adventure. Then I got to thinking about video and 3D in email, and it dawned on me the cycle of a company’s promotion is a like a trip into virtual reality–at least it could be a mind-altering experience for the recipient, especially for someone who’s tired of getting ads, ads, ads.
At such a point, work on making the potential customer feel confident in their decision to buy your product. Let’s take the previous example of a fitness center. Here, develop a case study showing a customer’s success story including before-and-after pictures along with testimonials. This can be related to either weight-loss or gaining substantial muscle-mass—whatever’s appropriate based on the client.

I just watched a video regarding tips to add to the Eweber page. There was too much information that I prefer to read it, too, in order to retain the material. I keep debating in my head as to whether I want to subscribe. My second book is coming out soon. I am afraid that I may get in over my head with adding this and adding that and so forth. Thank you!


Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step. Then, as the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (And even further along in the process, your sales team gets involved to help close the deal.)
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