Once you’ve determined what you are selling and who you are selling it to, you need to focus on the how.


Laugh out loud…


Deciding what you are selling and to who is the hard part!


If you need help with that decision, I recommend reading “Expert Secrets” because this blog post isn’t long enough!


Ok but seriously, what system will I use to sell it?


Start with the back of the Value Ladder in mind. What do you ultimately want to sell, what is the high-ticket item that you would sell to your ideal audience?


The Value ladder:


If you’ve read “Dotcom Secrets” than you know the purpose of a funnel is to move your audience through different phases of the buying cycle.


The Acquisition phase (brings in more customers), the CORE phase (brings in more spend) and the Ascension or Monetization phase (spend more often).


And perhaps my biggest takeaway from FHL…

You MUST focus on one CORE FUNNEL!


That’s right, one CORE FUNNEL.


Nail it and scale it.


Now for me, this was such a big take away because it made sense, I had been creating different types of funnels before ever really knowing which ones worked the best. The best way to learn how to improve your funnel is to keep testing the market until the market votes with their wallet!


That’s right; the market will vote when they buy.


Plus, building the CORE funnel first and having it convert like crazy builds excitement and anticipation–it’ll ultimately help the other stages of the value ladder perform better because you’ve created an audience (an audience who is eager to see what YOU are offering next.)


So, despite your frustrations and inability to focus (actually that should say my inability to focus, but just in case you fall into that category) – this is what Russell Brunson said: “stay on that first CORE funnel, even if you think you’ve lost interest and want to start fresh.”


Complexity, at least when it comes to building funnels, is not your friend.


Most of us buy into the idea that we need to create something “different” or from scratch versus what’s tried and true. With funnels, the best way to test your product or your idea is to get something up fast and let the market tell you what works. What percentage did what, what do the stats tell you about each stage of the funnel?


After you’ve contributed to an ad campaign, do your analysis, quickly make changes and go back to the market to research more by testing the market again.  If the market isn’t buying your product, then you need to edit the funnel.



A couple of things to analyze if your funnel pages aren’t performing:


•  Headline

  1. Does your headline have a hook?

  2. Does is arouse curiosity?

  3. Does it give away too much information?


• Simplicity


Simplify your offer and give away your BEST stuff FREE.


I have worked with so many different people who refuse to give away significant value. They feel they should charge for it and because they won’t give something away (that’s actually valuable) their conversions suffer.


• Your Offer


If you give away your BEST value, your audience will sign up for your offers because they will believe that your paid offer(s) will be 100x better than what you gave them for FREE and you’ll gain their trust. Most likely they’ll come back for more.


•    Adding a video


Adding a video can personalize your sales page or your advertisement.


People love stories, they like to understand you and connect with you emotionally before they buy, logic never sells but emotion does. Sharing a video of your personal message can drive people to relate with you and your product.


Here is a video we used to capture a larger audience for this Yoga teacher. We shared the video through a paid ad campaign on Facebook and then again in the sales funnel. The cost per click was 27 cents. The video had more than 8 thousand views. Her video was designed to attract a new audience by gaining likes, comments shares and views.

Breaking even when you’re testing ads


When you are testing using ads, you’ll want to test multiple ads, test the headlines, test the images, the audiences, etc. Don’t limit the testing to two sets of ads, test 10 or more.  If you come up with an “ad spend” amount that you’d like to stay within, but don’t want to spend more than your offer is worth, keep these two numbers in mind to simplify your ROI:


1.    CPA Cost per acquisition

2.    ACV Average cart value


Your (CPA) Cost per Acquisition should be less than your (ACV) average cart value.

Your Funnel is converting, and you’re ready to move onto the other stages of the value ladder:


When you are building acquisition funnels in the value ladder, you can have more than one (Acquisition Funnel) that go back to the same CORE funnel, but again each of those additional Acquisition funnels should be done one at a time, until they are converting.


If you are adding a Webinar to your CORE funnel, you should do it LIVE every single week 30-40 times! Repetition is the key, even if no one is watching you’ll get better and eventually they will be watching. Use family and friends too, they’ll be honest and will give you feedback.


The One Common Trait of all the Speakers who had Scaled Their Business


Lastly, the one common denominator I noticed with all of the successful leaders and speakers at Funnel Hacking Live was that they all “LEVELED UP”. Leveling up for them didn’t mean that they worked harder and longer but that they had leveraged help. They asked for help, they had at least one mentor and they built teams. This can be hard for entrepreneurs but the ones who scaled their businesses to the next level had teams.


I think the most significant and most enlightening commonality was that they were all contributing to a greater cause.


If you make a massive contribution to your ideal audience and stop the B*:$ $#!^, become transparent  and be real, you’ll have success and all of the money you want.

Tish Luka

Tish Luka Internet marketing consultant

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