Title: Sales Funnels Part 1
Time duration: 50 mins 46 seconds
DARIAN: Hi everybody! Okay, welcome to the DNC Copywriting Facebook page. Today I’m talking with Christa Nichols about sales funnels. And if you don’t know anything about the DNC Copywriting Facebook page, we’ve been doing this master class for the last couple of weeks. And we talked about everything from target market research and copywriting formulas to the things that you need within the copy on your website, social media, email funnels in order to upsell, in order to indoctrinate your subscribers and everything. So, what don’t I just go ahead and introduce Christa? She is a sales funnel expert and a social media strategist. So, Christa, why don’t you tell us a little bit about what you do?
CHRISTA: Sure! Thanks for having me on. Like you said, I’m a social media strategist. And, my area of expertise is creating campaigns that bring forth the message in heart of people’s businesses to connect with the people that they want to reach so that I’m creating messages and images and campaigns that are giving bird’s eye view and then just zoom right down in close for the people who need what my clients and customers offer the most.
DARIAN: Okay, so break that down for us then. What would a basic sales funnel look like?
CHRISTA: Well, basic sales funnel, the sales funnel works is that a lot of people ask me what’s the difference between my website and a sales funnel? Can’t I just do it on my website? Well, I’d like to say that the website would be like your platform. The website is going to be what you can use every single day, gives you a web presence as a company or as a service provider, tells people about who you are and what you do. A sales funnel is going to be a very specifically targeted tool that you use to sell a specific product or service or collect emails. It has one specific goal and usually it’s like a targeted time period or for a specific event. So, I like to make sure everybody understands the difference. The sales funnels can do things and that websites cannot because they’re just so targeted and you can just very easily bring your audience in and then like you said, begin to teach them about you and connect with them and make those connections that you can’t really do on a website.
DARIAN: And what did you say a big part of making that connection and teaching them something has to do with the copy?
CHRISTA: I would, I would. Well, that’s obviously whatever is going to catch your eye is going to make you stop and stay. So, I do really emphasize that you need imaging that really catches the attention. But even with the most interesting, most targeted photos, if your copy doesn’t follow, if your copy is not good, they won’t stay. So, I’m really, really have you on good copy. Crafting a good offer, making it applicable to your specific target audience so that the message is just for them. They can relate to it and they can follow the direction that you wanted them to go.
DARIAN: And, I’m so glad you said that because a huge part of copy is actually understanding your target market. Before you can even craft that offer, you really need the target market. You need to understand what they’re asking for and what they want, right?
CHRISTA: That’s right! Right. Yeah! The main goal for you is that they would realize that the needs and pain points that they have can be met with something that you offer. But sometimes, especially if they are less familiar with you and what you do or offer, sometimes they don’t even know that they have a need or pain point. So, sometimes with cold audiences especially, you have to bring that out and that’s how copy…and that you can only bring it out was copy.
DARIAN: Awesome! So, I just… I mean I’m a little bit selfish bringing you on here because I like to get a little bit of free advice from the expert. But I also wanted to make sure that our community was benefited from this because we got a lot of questions in the Creative Business Initiative Facebook group about sales funnels. So, I have a very basic sales funnel. We start with a lead magnet and then people will download a freebie in order to subscribe to our email list. And then from there, there is usually a thank you page with an intro offer which is an upsell of something small. And then after a few indoctrination emails, I usually have a six-email series. Then we start to kind of drip you them and indoctrinate them into the brand and start upsell the premium offer which is our DNC Written Marketing Course. If you could tweak anything about that, how would you optimize that and how would that reach the social media?
CHRISTA: I would…do you offer your high-level item, the course, in the original funnel?
DARIAN: I do! Yes, yes.
CHRISTA: Okay! That was one thing I was going to say. You have people who will go in. They will really click for them, they will do the lead magnet, they’ll do the upsell and now do the course. So, I was like to say you might think that you don’t want to throw it all out there first. But, if you’re targeting well, you’re going to find people that will be ready to buy right away. So, it may not get a super ton of takers, but there will be some that will. So, I just wanted to make sure, you know, put your high offer out there. There’ll be people who will take you up on it.
DARIAN: Okay, that’s good to know. So, I was under the impression you really had to warm up your custom base and your target market. And instead of doing something that might be a premium price offer at them right away. How would you say that customers usually react to that? Whenever you’re trying to warm them up if they’re cold customer and they don’t know anything about your brand. How would they normally react to being hit with a premium price offer as oppose to a soft sell smaller cost offer?
CHRISTA: Well, you’re not hitting them with the premium price offer right away. And in fact, they might never even get to that page. You know, you said the landing page offers the lead magnet. Then they’re taking to a thank you page where there is an upsell. So, depending on how far in they’re going, a lot of people might not ever see the high-level offer. And that’s good. If they’re not ready for it, you don’t want to scare them away. So, I think that it’s definitely sound principle to warm up your audience. But there will be some warm audience who go in there and who will make it all the way through the funnel. But you’ll have a lot of people, new people, who will drop out at the lead magnet or the upsell. And then, of course go straight to the nurturing sequence. The email and you know eventually and hopes that you get them back into the funnel for the high-level. That’s definitely a good progression to have.
DARIAN: Okay. Which you say is the bad thing though, for people to drop off because whenever they make it all the way through the funnel, theoretically they are your warmest customer, right? They’re your besties or the ones that you can present anything about your brand to. And they’re going to be the most receptive. Would you agree with that?
CHRISTA: I would. Yeah. Definitely! I guess I’m not sure what you’re asking.
DARIAN: Oh! Okay. Well, because a lot of people whenever they have their first e-mail list, the “unsubscribes” really hurt. I mean, I know, that did for me, the rejection of it really hurts whenever somebody just unsubscribes. But after you’ve been in it for a while you begin to understand that unsubscribes are just a natural part of an email list. They are going to drop off and that’s okay, because the people who stay on your email list are the people that are most interested in what you have to offer. And that’s what you want. You want to retain a strong email list even if it’s not a large email list.
CHRISTA: Right. A highly engaged audience even if it’s small, it’s still better than a big audience that your message doesn’t resonate with. I have a similar…a kind of an example I can used from a group that I’m in where we can run engagement all day long and we get thousands of new likes and follows every month from Facebook ads but people don’t buy. They’ve somehow built an audience of people that want to come and be entertained but it’s not buyers. And so, they would much rather in that instance have a smaller group of engaged buyers, seeing as they’re an e-commerce store. It’s awesome to have an engaged group and it’s really fun for them but it’s frustrating too as I’m trying to help them through and we’re starting new campaigning for that at their new clients. But, that disconnect like, well, I have forty-thousand followers, why are my sales not better? Well, because your audience has been targeted and they’re just there to have fun. They’re not actually there to take it in and take your offer. So, yeah! Definitely.
DARIAN: What would you say would be, would’ve maybe have been the root cause of a large email list that doesn’t actually responds?
CHRISTA: Buying likes. Don’t ever buy likes.
DARIAN: Oh, okay.
CHRISTA: Don’t buy likes on Facebook. I would guess if you have a large list of people that don’t respond you haven’t hit the right target market yet then. You’re still grabbing people who some part of your message resonates. But you haven’t found your raving chance yet.
DARIAN: Okay. So, it wasn’t a baited question but I had an answer in mind and that was actually not the answer that I had in mind so I’m glad that you said that. So, that’s how important target market is. If you don’t nail your target market, if you haven’t done the research or even the competitor research to make sure that you have the same target market as the people you think or your competitors, you’re going to miss the mark. So, then what I had in mind was, my worry sometimes is that if you give away too much free content that you’re just going to get a bunch of people on your list that just want free content. But, the other side of me, the devil’s advocate says no, you want to give away free content because you want the people to know what you do. You want to give them something that they can use, something that’s actionable so that when you do present an offer that they’re ready to buy it because it’s something that they want and it’s related to that free content. What do you think of that?
CHRISTA: Yeah. I agree with that. When I think of the influencers that I follow and those who are my mentors, they’re the ones…the most popular ones are the ones who give away super awesome freebies, true value content. Because it allows them to put themselves out there as experts and it attracts people who are there for free stuff. But people who are really only there for free stuff will come, they’ll get it, they’ll never put it into action and they wander away. The people who will, will come, they will learn and then they will want to know what’s next. What’s next? You know, what else can I up level with, what more can I get. I think of like Rachel Pederson and Arne Giske. They have huge followings. Super, super loyal fans and they teach quality and they’re always dropping free stuff in their groups. And they’re so busy like they’re client loads. They could pick and choose whoever they want to work with because they have the reputation of people who know what they’re doing and a lot of that is because of the free value that they give. It doesn’t seem to diminish. They are rich and it doesn’t seem to water down what they offer as far as paid services then at all.
DARIAN: That’s good. Okay. So, we must backtrack a little bit. What we’re talking about right now is the lead magnet. I think you’ve called it a tripwire, is that right?
DARIAN: And so, what that is, is the way I do it is that I create free content. So, I give checklists or templates, things like that, in order to get people on to my e-mail list. But first, before you even present that freebie or that tripwire, you have to actually get them to it. So, what I’ve done is I write blog post. But you can also do podcast and videos, and things like that. Are there any other ways that you can attract people to any other kinds of content that you can provide? That you can maybe put freebie into.
CHRISTA: Right. Well, one thing, and I just went through this with somebody that I was just giving advice to. They were trying to push traffic to their funnel and it wasn’t going very well. And so, I asked them that video is one that I really, really recommend. If you can just start putting video content out on your Facebook page. Blog post is also really good. But some other has to do with, if your running paid advertising like Facebook ads, and you’re new or you’re running to the audiences that don’t know you, your pixel isn’t going to know who it’s looking for. So, that’s when your video, your blog post, that traffic type of ads for Facebook. It helps train your pixel, it helps warm up the audience and then your funnel will be ready to receive the traffic of your target…because now your pixel knows who it’s looking for and it will go and find the kind of people who want to take advantage of your offer. So, one thing that I really, really stress a lot is, you can’t expect to go in and run conversion ads right off the bat because… especially if it’s a cold audience. Not only does your audience not know you but the pixel doesn’t know what it’s looking for. So, I always recommend video, do video views. They’re super cheap. You can get video views for pennies. And then just start pushing it to your audiences and watch that train your pixel to know who to go look for.
DARIAN: So, pixels…trading on the advance aside of things because you just break it down very basically for us what the pixel is and where you should put it.
CHRISTA: Sure! Pixel is a tool that Facebook gives. If you do any Facebook advertising, you can set up a Facebook pixel and, in my… this is so funny! I’m ruining everyone on a pixel now! In my head the pixel looks like a little robotic bug. The pixel is actually a piece of code, web code. And you put it in the web code section of your sales funnel and it looks a little bit different depending on what sales funnel program you’ve used but it will say tracking code. So, you’ll take this piece of code, you put it in there and the pixel will track who’s coming and doing what in your funnel or on your website page. Then it goes back to… I’m a little bug. Because back to Facebook ads and tells Facebook algorithms: “this is the kind of person that they want.” So then, Facebook’s algorithms can go and put your ads in a news feeds of the people who are like the people who already gone to your funnel and been active. So, it’s a piece of web code that tells Facebook what kind of people you’re looking for.
DARIAN: And if you’re all interested knowing a little bit more about the pixel, you can Google it but you can also find it on your ads manager and your Facebook ads section.
DARIAN: Okay. So then, moving from content to the lead magnet which gets them on your list, what do you do next?
CHRISTA: Well, you’re going to want to make sure that you have an email tool that helps capture those emails and gets them into, like you’ve talked about you have that sequence that people go through of series e-mails. So, once they put their email in, they’re automatically or opted in to that sequence. But in your funnel, they enter their email, they click submit and they’re taken to a Thank You page or a Confirmation page that offers upsell. That’s what your funnel does, right?
DARIAN: Yes! That’s what mine does specifically.
CHRISTA: So, usually the second offer is something that’s kind of a lower price between $7 and $27 and there’s a lot of research just far as like the exact numbers that convert the most. But, it is a smaller item but it actually requires them to take out their credit card. This is a really important step because this is going to give your pixel even more information about not only who are interested in your offer but who are your buyers. So, you want to make an upsell that is really good. And you want it to be an affordable cost because this is what’s going to qualify your buyers. This is what’s going to tell you who’s going to potentially in the future or even in the next few steps in your funnel go for your up-level offer. And copy a super important how present it, how you present your upsell so that they know that, okay now we’re getting to some really good stuff. And you can even say things like: this is only available here at this price so that they know that this is a special offer, that this is they’re one time that they can be exposed to it and they don’t want to miss out. Not that kind of a thing.
DARIAN: Okay. So then, just to address Linda’s question. Yes, it’s going to be on the YouTube channel, it’s also the replay is going to be here in the Facebook page also. So, you’re not going to miss the thing, the replay will be available. But, I had two scenarios here because I have a couple of different funnels and actually things are a little bit in the works just because of the Written Marketing Course coming up. But, the first funnel I have has the Thank You page with the upsell offer in very small cost offer. But then, I have a second funnel that after they have downloaded the email, they go through the brand and indoctrination series first. And that doesn’t sell to them too much, it’s just gives them links and more information about the brand. And then at the end of that sequence, there is a small upsell. Then after that, they can wait a little bit and there’s another sequence that upsells them to the premium offer if they buy the low-cost offer. Now, that’s getting a little bit complex. What do you think about that style of a sales funnel? Or is it better to have the low-cost offer right away on the Thank You page?
CHRISTA: I think it’s definitely something worth split testing, like you’re doing. You have two different layouts going on for the two…is it the same offer to just structure differently?
DARIAN: I have there two different offers right now but we did plan on split testing, the same offer with the two different styles.
CHRISTA: Right! And it’s really going to depend on your audience. You know what industry you’re targeting. Some will respond better to being nurtured more especially if you’re kind of going into new markets that you haven’t gone into before. So, yeah! It’s definitely worth split testing. It’s definitely worth trying it out to see which method works the best with your audience. I’ve done both and had…you just way it out and you figure out, okay this audience response best to this. So, if it’s not broken, we’re not going to fix it, we’re going to go forward. But, you’re going to see slower growth with the second level that you described but it could be more quality growth because they’re more well nurtured. You just never know. I think the more well-known an offer or a person gets, the last need for the slow growth there is because not only you are well known now. But that you have fans now who are promoting you and encouraging you and recommending you to their friends and sharing your content. So, you have more, also power behind your pixel because your pixel’s already been trained. So, I think both methods are good and it’s definitely worth trying out.
DARIAN: And that’s I wanted to just hit on what you said there is that a split testing is incredibly important there because some of your customer base might not want to read six emails in a week. Others, will want to know more about your brand and so those six e-mails are going to be the only ones that they open. And then when they hit that first offer they’re going to be ready to buy.
DARIAN: So, it is that important to actually split test your market and I believe most every email service provider offers that, even if it is an upgrade for their plan. But then, after…so we’ve gone through the content and within the content they download a freebie or something to get them onto your list, that could be a discount. Then once they’re on your list, you either offer them that premium or that intro offer on the Thank You page or you put them through an email series, however you’re going to split test it. But either way, they get an intro offer. If they buy then they are drip fed the premium offer. Now, do they have to buy in order to be drip fed that premium offer? Or would you just stop at that moment?
CHRISTA: No. I mean, you have their email, you would probably want to put in a few extra steps before you start drip feeding it, as far as they get the email Thank You For… Here’s Your Lead Magnet. And they maybe go through a couple of more introductory types steps before they then kind of merge into that email sequence that the people who did buy are in. But, I don’t think you need to drop. They still can come around. Some people just need a little bit more communication and connection first.
DARIAN: Right! So, okay. Some people will need to be warmed up a little bit longer. Then, it would take for just a Thank Page or just an email sequence. And even, correct me if I’m wrong, there are numbers back in this, they need to see or hear or be familiar with your brand between three and seven times. See the words or see the pictures of it in order to be comfortable. An average customer would need to see it that often in order to be comfortable enough to buy.
CHRISTA: Yeah! That is true.
DARIAN: So, sometimes it does take a little while and so, my point there with that roundabout what was just… so you don’t get discouraged. You need to keep trying, you need keep split test and try new things. You need to talk to your customer base. How important is it whenever you strategize with your clients to have them ask for feedback from their own customer base?
CHRISTA: Oh, absolutely vital. If they’re not asking for feedback, if they’re not in tune with what their customer base wants and needs and how they feel about their brand, then I cannot be in my most effective to help them. It’s absolutely vital information that I have to have. If I’m going to do the best job that I can do building them and a campaign that converts.
DARIAN: So then, the easiest way to do that will just be to send an email. How can I help you? What feedback do you have? Or to send them some kind of survey? Are other ways that you recommend asking for feedback from your customer base?
CHRISTA: Well, you can ask if they have a Facebook group or a Facebook page, does an easy place to pull up a survey. Or even have a couple of people put a few comments that might invite a little interaction like what has been your favorite item purchased? What about it did you like? Yeah! I like to work with people who really have put in the time and energy to research their target market and really know and can provide testimonials. Otherwise, that’s something that I would need to do and that’s fine. But it’s going to slow down the process for me being able to launch that I’m with the funnel because of the time that will take for me to generate that information on their behalf.
DARIAN: Okay. So, we’ve gone through the content and the preview, the intro offer. We’ve talked about drip feeding. Now, for the premium offer, a lot of people, especially a lot of people that I talked to on a daily basis. They make things from home, they sell on Etsy, they have smaller businesses, they’re just starting out. What kind of a premium offer would they be able to position themselves with? If they sell jewelry, for example? A lot of questions I have. Well, I just sell jewelry, that’s my entire line. What’s my premium offer there? What’s my intro offer?
CHRISTA: Well, you could do several different things. You could put together some combination items, you could…so, if you sell jewelry, my mom makes custom jewelry as well. And if I were to structure a funnel for her, I would have her put together several items that complement each other and offer that as a package that they could purchase. Or, I would talk to her about maybe starting a jewelry club or a subscription to where if they pay extra amount per month, they get to choose from these many items every month. Does that does make sense?
DARIAN: Yes! That is brilliant. Okay so, I hadn’t even considered that. They sell the one of jewelry on their website and maybe the intro offer could be a discount on one of their most popular one-piece items. And then the premium offer could be a package deal or a subscription or something where they get more for their money. They get to be included within the community.
CHRISTA: Right. And the great upsell for something that’s a physical product is actually more of the same thing. So, say your low-cost item is a bracelet, a lot of people would be like “Oh I love it so much. I wish I could get one for my friend.” So, you offer them another one for a discounted price or for free shipping or just pay shipping. Or something like that. So now, not only have they purchased something for themselves, but they have something for someone else who potentially is become a good fan as well.
DARIAN: And I just want to drop a little bit of copy information in there. That would be an amazing page and I anticipate that would have a very high conversion rate. Because people love to give gift, they love to feel like they’re doing something for someone else not just themselves and they’re much more willing to pull that credit card out of their pocket if they’re giving that money away to someone else. Especially someone that they love, someone that they know. Or even to a cause, something that they feel as important and bigger than themselves. So, if you’re using words like that in your copies, they give this as a gift to someone else or donate this. I’ve seen, I believe, I’m not going to say the brand, but I believe I’ve seen a brand that does that buy this bracelet and all the proceeds go to a charity or something like that. Have you ever had one of those within your funnels or would you consider that kind of strategy?
CHRISTA: Yeah! Definitely. I’ve not structured one with a donation to charity. But, I see it a lot with my kids are both like teenagers young, teenagers. And so, they sell things a lot for their sports teams. I see that a lot where you’ll have the items that you can purchase, but also for people who just don’t have a time to shop, don’t know what to choose, you can just make a donation. And a lot of people take you up on that because, making decisions can be hard or they don’t have the time to really think through. So, yeah! And they want to feel like they’re helping. They maybe don’t even need the Christmas treat but, they want to feel like they’re helping a cause that they believe in. So, I do like the idea of having an option to have proceeds be donated to a charity especially this time of the year is really something that people I thinking about as the year end approaches, as a holiday season approaches.
DARIAN: So, my first reaction to that would be, that the best time to offer then that would be as an add-on while they’re in their cart. Is that the right reaction?
CHRISTA: Yeah. A little button that says…Just Pay Shipping or you know, “x amount of dollars” you can add one more for someone else or you can… yeah! Definitely. Make it easy. Make it visible.
DARIAN: Alright! So, I think I’ve probably seen that several times which is why I had that personal show reactions because I’ve seen it before. But that would be amazing so then let’s just take those and put it into perspective and let’s keep using jewelry as the example. So, our content might be an article about our jewelry neap. We sell gemstone jewelry and so we’re talking the specific gemstone and its properties and benefits and within that, we might have a freebie or a checklist detail and different kinds of gemstones and what their benefits are, or what they’re good for, what you can use them for. Now, they’re on my list. And they see this Thank You page and we can offer them the first intro offer which might be a gemstone, some kind of gemstone bracelet for 30% off, something a large offer that may takes the price down between or with the numbers that you said. 13 and 20 something like that.
CHRISTA: Yeah. $7 and $30 or something like that.
DARIAN: 7 and 30. So, now that they’re on an email list, they’ve taken out the credit card and they bought that intro offer. Would that be the time to upsell them the add-on or the gift?
CHRISTA: Yeah. Before they even finish their purchase, make it an option that they can add one more for extra amount.
DARIAN: And now they are warm to you?
CHRISTA: Yeah. You could do it after and do like when I push submit to pay, send the pop-up that says: “well, before you finish…” you can add whatever. I’ve seen it structured both ways and it just depends on your audience that will be great place to split test.
DARIAN: So then, they bought the add-on as well or maybe they just bought the regular one they up to, that would be add-on. And now, they can go through some kind of an email sequence or drip feed or maybe there’s a break in between and you’re giving them content either way, they’re on your list and they’re learning about you and your brand and you can begin to upsell them your premium package to offer. And if we’re talking about jewelry maybe the subscription box which I loved. By the way, I loved that idea, the subscription box idea. And after the premium offer, now what? Now we engage them, right? Do you have any recommendations or after that particular sales funnel has ended, how to continue the engagement on your list?
CHRISTA: Well, make sure they end up, if you have an email newsletter or regular communication, make sure that they end up in that sequence as well so that they can be regularly hearing from you. So that you don’t become just the one of, you become somebody that’s a part of things that they consume on a regular basis. Make sure if you have a Facebook page or Facebook group that those links are in, any communication that you have with them so that they have the option to opt-in and get involved in the group then communicating with your other big fans. And, I always encourage like… okay, what’s next? These are the people that are really going to be your excited buyers. What more can you offer them? Is there something next? Or even if it’s not like a higher level, but next time another holiday season goes around. Make sure that they are the first to know about what’s coming and make sure they know that they’re the first to know. You know what I mean?
CHRISTA: So, a great chance for you to say, “Okay, you are in our premium buyer’s club. We’re going to give you a chance to invite a friend, to see first-hand what our Valentine’s day specials were going to be this year. So, tag your friend and write their email in there”. And so now, you’re adding more people to your premium, you know? Because their friends are going to be warm to it if they have been talking up to the products and showing up their new bracelet. So, yeah. Always be thinking in terms of, you know, is there another level of service I can offer? Or, is there in the future going to be something that I can make sure that they get the first look.
DARIAN: Okay. So, now that we’ve pretty much covered that funnel. We’ve gone way, way, way deep into it. Thank you so much for helping us through that. There’s so many “uh-huh” moments that I personally had in there. If anybody who’s watching had an “uh-huh” moment, go ahead and give me a thumbs-up because that was really mind blowing for me. And I’m really glad that you had a time to come on here. I wanted to talk a little bit about the copy that was used. And you actually mentioned a big part of it right in a beginning when we were talking about it. And that’s to talk about the pain points. So, the way I structure my funnel and especially within my email series which we talked a lot about e-mail but you also need to make sure if you have the Facebook page or a Facebook group or if you were doing video or providing content. Anywhere that you’re actually writing or speaking because writing is just one form of communication. You need to talk about those pain points. And, those pain points stem from what your customer is struggling with. And so, the best thing that I can advise, a lot of my clients do, whenever we’re brainstorming, makes things, tend to work together, is to make a long list of everything that they know their customers struggle with and then actually go out and talk to a few of their customers. And make sure those are the only things that they’re struggling with and that they’re actually struggling with everything on that list. Because a lot of times, what I find is that my clients will assume they know the target market because they are part of that target market. But, you are only part of your target market most of the time. So, you need to make sure you are going out and you’re asking for feedback and you’re getting the full picture. And so, let’s start with the pain points and the struggles that your community is having. And, for jewelry for example, it’s not necessarily something functional, it’s competence. It’s needing to solve a recent event problem like a wedding They need jewelry for a wedding and so they need to solve that problem right then. Or maybe they don’t feel confident so they want to wear bigger jewelry, shinier jewelry, more beautiful jewelry in order to stand out in the crowd. Or maybe they want to wear something dainty that reflects something that’s true to their personality. There are lot of different struggles that you can talk about just for a jewelry. And then with other things, you can talk about the functionality of it. Why do you need a hammer? Why do you need a high-quality hammer? Why do you need something that has this specific kind of grip, things like that. And after you talked about the struggles and the pain points through all of your copy within the sales funnels, you have to address the solution that you provide and that is your product and the way you present that solution is incredibly important. A lot of people like to start with this upsell because they’re most comfortable and actually, unless you are a very big name, like you mentioned before, very well-known, your products are very well-known, you do need to start with a softer sell because if you just put it out there, it might not get the reception that you want. Whereas, other big-name brands, all they have to do is put something out there and they have a warmed-up community, that they don’t necessarily have to spend too much time warming up in soft selling.
DARIAN: So, I’ve few to talked about the pain point you jump right into the solution that you provide. And the features, advantages, and benefits are one of the biggest copywriting formulas that we used throughout that whole process. If there’s nothing else that you take away from learning about copywriting and how to position your offering, it’s to use the feature advantage benefit formula in order to address your customer struggle and present your product as the solution. And just to break that down very quickly, if you’re interested to know more about that, we had that in our second week of the DNC Copywriting masterclass, and we went really deep into to that formula and one other formula. And it lets you talked about the features of the product that you create or the features of the service which will be all the offerings and inclusions that you have. Then you talked about the advantage of that or the short-term advantage to your customer. Short term, what will this product or this service bring to them, what will it offers them, how it will help them? And then the overall benefit is the long-term change. So, if you want to think of it in a very dramatic, black and white hand way, you think about how will this product or service change your customer’s life over the long-term. And so, use those three to address the struggle and present your product or service as the solution. Now, I know you’ve done a lot of testing with your funnels and a lot of split testing. Are there any copy has that you run into on your experience that you think are incredibly important within a sales funnel?
CHRISTA: Yes, there are. One thing that I see most often in other sales funnels, I have people who come to me and they, you know, they look at my sales funnel, I don’t understand why it’s not converting, what can you tell me about how to help and it almost always comes down to copy. Almost always is the copy issue. So, when you’re talking about a landing page, that’s going to be your most important page because that’s going to determine whether or not a person clicks in and continues on or whether they leave. So, your landing page means to be very focused and very specific and I like to encourage my clients, you need to focus on one ask. So, like you’ve said, you’re going to go over the pain points, you’re going to make that clear, you’re going to present the solution and features and benefits. And then when the time is right, you’re going to ask them to do one thing. So, it might be sign up for my lead magnet. So, you’re not going to have a bunch of buttons asking a bunch of different things. Just one. And make sure that the offer directly addresses the need and the pain points that you’ve put out there. They need to understand why this is important for them and then what you want them to do about it. So, often times the problem I see is that the offer isn’t clear, they don’t know what you want them to do, and so they’ll just leave.
DARIAN: And I see that a lot as well and usually the call-to-action there at the bottom is Come Shop at our Store or Come Buy Now. They don’t have a specific problem that they’re addressing and then the specific call-to-action that is related to that just like you said. So, with content for example. If they write a blog post, let’s go back to the gemstone jewelry, they’re talking about one specific type of gemstone that might help them manifest, something. So, after they talked about this long… after they’ve gone through this long piece of content as this blog post about particular gemstone that solves this particular problem, then the freebie that they might be able to download could continue to address that same problem, manifesting something. And then the offer could offer them a gemstone bracelet created with that specific type of gemstone. So, there’s this long funnel that is around this one piece of your product 1. And a lot of people feel uncomfortable about that I think because they’re not offering everything that they’ve created and they’re worried that this person is going to see this one thing and think they only offer this one thing. How would you help address that concern from someone who was creating they’re for sales funnel of only offering one thing?
CHRISTA: Right. Your funnel is not your store. If you try to structure your funnel to be like a store, it’s not going to work. Because funnels do not handle multiple item offers. That’s not how it works. If you think of a physical funnel, it starts out wide at the top but it quickly narrows in so that only exactly what you want comes out the bottom and it’s the same way with a sales funnel. You give them one thing to focus on. And like you said, it’s all needs to relate to each other so that it’s a progression. At the end when they opt-in, when they become a buyer, then you can introduce them to your store and obviously if you sell, if you have a store, that link needs to be on the Thank You page, needs to be in on email: Thank You. Funnels as stores which just…it doesn’t work. A funnel is made to be specific.
DARIAN: And so that is the huge thing I think. Is to really hit home and talk about it and focus on just one thing within your sales funnel because you don’t have to have only one sales funnel either. You might need to upgrade an email list of a service provider plan. I use Convert Kit. And so, what we can do in Convert Kit is create multiple sales funnels and then tag our audiences a little bit differently for each sales funnel depending on how they’ve responded to that sales funnel. So, try not to get overly complicated about that. If they go through the indoctrination series, and they go all the way to the end and they do buy the intro offer, then they’re tagged a little differently and they put through a different sales funnel later on that is related to that one. If they don’t, they’re represent with new offers until they respond. Now, again that can get a little bit complicated but the point there is to focus and to test and to feel out your audience, to see what you’re interested in and then move them along in a flow of interest. Keep them on the same page that they’re on, keep them in a same general area where they’ve been interested so far and continue moving along. And inevitably, if they’re interested in what you create, they’re going to go to your store, they’re going to look at your services, they’re going to contact you for more information.
CHRISTA: Yes. That’s definitely going to be the side benefit of doing this. But like you said, you need to listen. The offer that they take, the thing that they want. It might not be what you think at first. So, you know, be willing to listen, be willing to notice. If people are going to your funnel, and instead they’re opting out of the funnel and going to your store to purchase something else, then make the funnel about “the something else,” you know? If you mention on your landing page, say you have a video and you’re showing the different gemstones and your offer has to do with jade. But you noticed that people are leaving and they’re buying on your website. Something that’s jasper because in the background, maybe you have this beautiful jasper bracelet. Take a notice of that. Be willing to change your offer to suit what the audience is telling you they’re wanting.
DARIAN: So, and I just wanted to share this really quick. This is the basic sales funnel that I have for one of my antic. Gets a little bit complicated out here but I just wanted to put it up on the screen so that everyone could see exactly what a funnel might look like. And I used mindmap.com if you wanted to go and then play with that a little bit. But you can see, it’s very straightforward all the way through to the premium offer and mine in particular understand that sales funnels come in all shapes and size. Would you agree Christa? I don’t want to step on your expertise here.
CHRISTA: Yes, yeah! They really do. They can be super simple or they can be super complex. It just depends on your target market and how they respond. If you notice that there seems to be a lot confusion, you know, maybe cut a couple of steps out and we can see how that goes. But if you notice that they’re going all the way through the sales funnel and it seems like they’re looking for more, you might want to structure couple additional upsells to give them some options.
DARIAN: And then we’re getting close the time. But I just wanted to ask you one last question about the sales funnel and that’s how do you feel about the downsell offer and where should the down-sell offer be. A lot of people are interested in that particular part whenever they hear about the sales funnel just because they’re afraid to lose the customer, they’re afraid to lose the sale and they want to offer something a little bit low-cost if they’re audience doesn’t response to the premium offer?
CHRISTA: Yeah! Definitely. A downsell is a great idea and it’s always that one more opportunity to get something of yours into their hands so that they can use it, try it out, fall in love with it. So, say they’ve taken in you upon your lead magnet and they have chosen to go with the upsell but they go to opt-out before the premium offer. You might think about the pop up that offers them just a section of what was in the premium offer. Now, they’re not ready to go for the whole course yet, but would they be interested in just one of the modules maybe, you know. And that I reduce price and then, they’re put in the nurturing sequence towards, you know, fulfilling the rest of the premium offer at the future time.
DARIAN: I love that! Okay. So, that definitely applies to me then as for moving forward, I don’t have to keep that in mind. That’s really good, another uh-huh moment. So, then if put that in the context of maybe a handmade business, if they’ve gone through the entire funnel and may get to the subscription box and they don’t buy, what do you think would be a good downsell offer for that circumstance?
CHRISTA: Okay. So, if they’re gone all way through, we’ll take the jewelry example. They’ve downloaded the lead magnet, they’ve purchased the bracelet but they’re not ready to opt-in to the jewelry club. This would be a good place to, if you haven’t put in the one-time offer or the add-on, you could use that as your downsell. So, “Well before you leave, would you like to add a bracelet for your friend? But if you already did do that, you could just… you can always send them to your store. They may be looking for something very specific and the box doesn’t address it or they’re not ready to make the commitment on a long term. So, maybe you could offer them to try it out for a month instead of, you know, an ongoing basis. They could try out the box for a month and maybe get fewer items in it but it will give them a chance to see what it’s like at a lower cost without a commitment. Because sometimes it’s the commitment people are afraid of.
DARIAN: Okay. That’s great. You have been so amazing on this webinar. I’ve really, really appreciate it. We got some great questions in here and we got some people watching. And I’m really excited to see the reactions of the community after I drop this in our free Facebook group and tell the e-mail list that it’s live already. I just wanted to touch on the Written Marketing Course coming up and it’s going to debut in January and we talked a little bit about sales funnels and a lot about the copy that is used within that as well as blog post to create that content and the email series to warm them up and everything to do with that. What have got going on Christa that you want everyone to know about?
CHRISTA: Well, I have some resources for you guys. We talked a little bit about target marketing and I know I put this in the Creative Business Initiative, but I have a resource that is really helpful for anyone who wants to learn more about they’re target market. It’s just the PDF and it has a whole bunch of questions that you might not think to ask about your target market and it can really help you zoom in on that and look for just those little-known things that might make a big difference for the way that you market towards your audience. So, I’ll go ahead and put that up and page here for everyone to access.
DARIAN: Awesome! Thank you so much Christa. I really appreciate you coming on. We’re going to end it there. We’ve gone a little bit overtime. So, I really appreciate you hanging on with me. And I hope we can do this again. So, if anybody has any questions as they come to it, go ahead and drop them in the comments and both of us will be in and out addressing them. Christa, thank you again. Thank you so much! And we’re going to go ahead and end it right there.
CHRISTA: Thank you!