I’ve worked on dozens of sales funnels in the last year alone, and all of them have been one-of-a-kind based on the specific product, industry, resources and goals that the client had. But even so, there’s an underlying system that guides every one of these projects.
I personally love reading behind-the-scenes processes from other creatives so I thought it’d be fun to give you a peek at what my sales funnel design and copywriting process looks like from beginning to end.
Just a note – I know that the name ‘sales funnel’ can feel intimidating, it’s also just a fancy way of saying a way to get clients and customers to buy your offers. Does every business need customers? Yes. But what the sales funnel looks like will entirely depend on what those customers look like. I.E. Are they other business owners? Moms? Organizations? Teenagers?
There’s no one-size fits all magic potion, but there is a structure that I’m excited to show you!
The Layered Approach to My Sales Funnel Process
Just like my clothing, I love to do things in layers.
It allows you to mix and match, substitute and test different elements and can make it easier to think of the whole in terms of the smaller pieces that make it up.
With sales funnels, I think it’s especially helpful because it gives us natural milestones in the project – i.e. we’re not building a massive, overwhelming sales funnel but building a freebie system, an email sequence and a traffic-generation plan.
Also, once the sales funnel is live, it allows you to measure and optimize sections of the funnel without feeling like you have to scrap the whole thing.
Step 1 – Onboarding
After all the nitty-gritty details of contracts and deposits are out of the way, I send over some homework that helps us get really clear about the goals for your funnel, the audience for your offer and ideas for positioning your offer (or offers if there are more than one).
Even though we’ve already talked, I find it’s helpful for us both to have these ideas refined again (things often change between our first consult coffee chat and this stage)!
Then depending on the offer, I’ll go through it and your intake homework to get us prepared for phase 1 of the funnel – the freebie system!
Oh yeah, and a fun welcome packet makes its pretty, little way over to you with goodies (like confetti) and the project plan so you know exactly what to expect.
Occasional add-on: Sometimes a client will want to move to a new email service provider. We’d do that add-on service right here before we get moving on the rest of the funnel.
Step 2 – The Freebie System (Phase 1)
We have our first formal session to hammer out the details of the overarching funnel strategy and the best freebie to kick-off your new subscriber’s experience with you.
This session usually ends with a fully-mapped out funnel and a detailed outline for the freebie.
Depending on what the freebie is, at this stage, I’ll do the first draft of the freebie, opt-in page and welcome email.
Then you take a turn at revising the content. And then it’s usually on to the development, production and design with my team.
Sometimes clients want me to help them create an offer for them either as the main offer or a tripwire offer. We would do that add-on right here between phase 1 and phase 2.
Step 3 – The Offer System (Phase 2)
The fun part (well, for me at least) – the email sequence. We have our second session where I interview you.
Then 2 weeks later, like magic, you have a complete email sequence to revise that’s in your own words, except you didn’t have to lift a finger.
Then once the revision cycle of the email sequence is complete, it’s off to proofreading and then we build the sequence in your system.
Another optional add-on that appears right at this stage is the copywriting, design and development of a salespage.
Step 4 – The Traffic-Attraction System (Phase 3)
Because we built it doesn’t mean that they will just come, sign up for your list, buy your offer and live happily ever after. It’s up to us to attract traffic to your freebie.
Here’s where we create:
- 3-Month Marketing Strategy & Editorial Calendar
- Simple Facebook Ad Campaign with Retargeting
- Measurement + Optimization Plan
We create your strategy using a mix of free and paid traffic sources to get maximum impact with your marketing efforts.
What then? Some clients are happy to run with their sales funnel at this point (and appreciate the 30- and 90-day, complimentary tune-ups). But others want a bit more support moving forward and assistance in scaling their funnel and marketing up. They’ve gotten a taste for hands-off content creation and marketing. So they’ll sign up for a monthly Chief-Marketing-Officer retainer package that’s only open to past clients.
Different Funnels for Different Offers
My favourite thing about this approach is that it can be used for any offer type and any industry – whether it’s an e-course, a service, a book, software, an infoproduct, you name it.
Excited to get your sales funnel in place?
You can use my free funnel planner to start DIY’ing it (or you can let me do the heavy lifting, you can check out the agency here)