The purpose of your marketing funnel is to bring someone from your website to a series of free and then paid offers that gives them a chance to solve their greatest problems.

In this training, you are going to learn about 3 main types of Funnels you can use to sell your Services online.

  • The first type is the Audit-Result-Schedule Funnel (the simplest).

  • The Second Type of Funnel is the Audit-Result-Apply-Schedule Funnel (а more advanced Version of Funnel #1).

  • The third type of Funnel is the Audit-Result-Product-Schedule Funnel (the most advanced funnel for advanced information businesses).

  • To get to this point to build the funnel, you first need to learn how to Build your Audit and your Results Page. Then we can go over the full funnel.

Building Your Audit

The secret to selling your services online is to create a free offer that is appealing enough to your ideal client that they are willing to take it. And the best way we have found to do this quickly is make a Quiz or an Audit that asks your ideal client to tell you about themselves, and how well they know the things you can help them do in order to achieve their goals.

On a funnel mapping session, you defined your chain of Beliefs. The steps you take clients through to give them the better future that they want.

Using the Chain of Beliefs that you have defined, you can then easily create statement based questions where your clients can identify themselves against the belieft, and exactly how well they know how to do what you teach.

This self-evaluation system effectively serves as a place for your ideal clients to learn quickly about your method, while proactively engaging you with how well they know what you do.

This is best illustrated by what we call fact-based, open ended questions. Where you state the value in learning and implmenting a certain skill, and then you can ask your ideal client to select the answer that best matches where they stand related to that skill.

We like to rate your ideal client based on 4 different levels of learning.

1st Level — Unconsciously Incompetent. This is the level where someone doesn’t even know they should be doing something.

(For example: Before you understand that being overweight is bad for your health and performance, you don’t even know that you should fix it. )

2nd Level — Consciously Incompetent. This is the level where you begin to understand the need to do something, but you don’t know how to get started yet.

(For example: if you understand you need to lose weight because it will help you be more healthy and perform better in all areas of your life. But you don’t know how to fix this.)

3rd level — Consciously Competent. This is the level where you begin to take steps to fix a problem in your life, but you have to think and fight through the steps. You generally are doing something, but not well. You are struggling to make progress.

(For example: you understand the secret to losing weight is eating

a better, more balanced diet, along with some exercise, but you are struggling to do this.)

4th Level — Unconsciously Competent. You are at the level where you do something so well that you don’t even think about it anymore. It’s second nature.

(For example: you have mastered your body and diet so much that you simply feel when you need to adjust, and you are always able to control your weight and health and performance.)

Another example is when you are driving so long that you don’t even think about shifting gears when you go into traffic, while also talking on the phone and doing other things you could never do when you were just learning to drive.

Writing Your Audit or Self-Assesssment Quiz

Once you define your chain of beliefs, you need to turn each one of them into affirmative statements of the action or belief that someone has to master, and then why it is so important to the journey of your ideal client. Then you state a simple question asking them their experience with this belief/skill they must master.

Here is an example from the StoryTelling IQ Test by the marketing Agency I founded, James Cook Media.

Each question starts with a statement of what right looks like, and then categorizes answers into 4 main categories that all align:

I don’t know this (Level 1 — Unconsciously Incompetent)

I know this, but I don’t do it (Level 2 — Consciously Incompetent)

I do this, but not well (Level 3 — Consciously Competent)

I do this well (Level 4 — Unconsciously Competent)

Each statement below states the thing they know, and the thing that your ideal client needs help with.

Click here to see the example.

The SanityDesk Apple Store IT Audit

that you took to join this Training served the same purpose. This audit did not exactly follow the same framework as above (because it deals with actions rather tha knowledge), but we built it to serve the same general purpose.

We divided our answers into 4 main categories:

I don’t have this (Level 1 — Unconsciously Incompetent)

I have this, but it is not good (Level 2 — Consciously Incompetent)

I have this, but it’s not integrated (Level 3 — Consciously Competent)

I have this and it’s integrated with all of my IT (Level 4 — Unconsciously Competent)

For our ideal cilents, the perfect scenario for each piece of Tech we have in our system is that they have built it, and it’s perfectly integrated with the rest of their system. We then defined the next level as the tech is setup well, but it is not integrated with the rest of the system. And then of course, lower level is the tech is setup, but not well. And then finally the tech is not setup at all.

And finally, here is the test for the Venture Finance Academy — Venture Finance Readiness Test.

Click here to see the example.

Segmenting your Ideal Clients in your Quiz

The power of survey comes with self-evaluation by your ideal clients.

But it also comes from you allowing them to tell you who they are in the first place. If you need to add a few categories to cover every possibility you can do it, but try to keep your categories to 4-5 (no more than 6 answers).

At James Cook Media, here are the questions we answered for those learning our StoryTelling Method.

I am:

— An Expert/Author/Consultant/Coach

— A Business Owner selling products/services/software — A Marketing Manager for a company

— A Marketing Consultant/Agency Owner

At SanityDesk, here are the avatars we used for our main answers before the Apple Store Audit.

Your Website. A successful website begins with great user experience (UX). When your ideal customers visit your website, they immediately know they’re in the right place (home page) and how you can help them (services or product pages). Your calls to actions (CTA) and design work together to effectively convert your visitors to leads. What’s more, your website is high performance

(loads quickly) and secure.

I don’t have a website. I need a website that speaks to my ideal customers. I need help creating a website with great UX, persuasive communication and successfully converts visitors to leads.

I have basic marketing automation. I use some basic follow-ups and automations but it’s not working well for me. I’m not educating and selling my offers to customers using information I have about them (their profile or place in the buyer’s journey). I need help setting up effective marketing automation.

I have effective marketing automation, but it’s not fully integrated. I use marketing automation extensively to convert people to sales (via emails, SMS and landing pages). But my marketing automation is not fully integrated with my website (to personalize pages) or fully integrated with my sales CRM and support desk. I need to fully integrate my marketing automation and optimize my business.

I have comprehensive marketing automation that’s fully integrated. I use marketing automation comprehensively to convert people to sales. What’s more, it’s fully integrated with my website, sales CRM, and support desk. This means I can create personal messaging on my website pages, emails, text messages.

The purpose of these questions is to help you track and speak to each ideal client based on their needs.

You can also use the questions to help offer different products or services to people based on their answer.

Or you can use the questions to design a video that is more customized to them based on who they are, even if you are selling the same product or service to everyone.

Also, you can get more than one avatar question into the test to get more details and better target your email and communications to people after they take the test.

At James Cook Media, we ask 3 main questions to help us sell the right product and messaging to use to sell these products.

We ask a second question about how well you are doing with your tech IT Setup. This allows us to understand where you are on your journey and better sell.

Tell us where your online marketing stands right now

— I need to build my online funnel

— I have a digital funnel/website that’s not producing a good return

— I have a successful funnel/website that powers my business and I need to scale it

At SanityDesk we don’t ask this question about what people need because it is covered in our entire Audit.

At James Cook Media, we ask a third question on budget — do you have time or money to invest? Because this helps us frame a better offer based on what people answer.

How can we help you with your marketing?

— I want to pay experts to do this for me (I am willing to invest money in building world-class marketing)

— I need coaching to help me do my marketing myself (I need to spend the time to do it myself)

If you want to see an example of a quiz where the Ideal Client questions or longer, and the client uses these to customize communication based on every anser, and segment who they actually want to work with, go to envure Finance Academy’s Venture Finance Readiness Test.

1. What kind of company do you work in?

— Tech startup

— Traditional business startup

2. How much aggregate capital/money has your tech startup raised to date from all third party sources?

— None

— Less than US $1M

— More than US $1M

3. What is your company’s current “runway”?

— Less than 6 weeks

— 6 weeks to 3 months

— 3 months to 6 months

— 6 months to 12 months

— More than 12 months

4. Describe your current primary role?

— Founder/Co-founfer

— C-level/VP/Manager

— Other level employee

— I’m a professional adviser (lawyer/accountant/strategist) — I’m a professional adviser (marketing/investment banking) — I’m an equity investor/I represent a group of equity investors — I’m a debt provider/I represent a group of debt providers — I work with non-equity/non-debt sources of capital (including economic development)

— I work in the innovation/entrepreneurship field as an educator (university, accelerator and the like)

— Other

5. What is the current stage of your business or big idea?

— All I have is a big idea

— I have developed my big idea into a prototype, but not yet organized an entity

— I have registered/organized an entity, but I still don’t have Minimum Viable Product or Service

— I have MVP, but still pre-revenue and/or pre-seed stage (bootstrapping)

— I have raised seed capital and/or achieved product/market fit — I have already closed a Series A round

— I am in growth mode and we need growth capital (Series B and beyond)

— I am preparing the company for either a strategic sale or public listing

Building Your Custom Results Page to Sell your Ideal Clients

Once you ask the Quiz Questions, about your chain of beliefs and what your ideal client is, you can then deliver an entire page that customizes copy for people based on what they answered.

This creates a results page that is almost infinitely customizable for the customer based on what they answered.

At James Cook Media, our StoryTelling IQ Test generates 4 main levels of awareness — Expert, Advanced, Novice, and Beginner.

We then combined each answer with every single Avatar to create 17 different results videos based on what they answered.

This created a lot of different variations, but when I recorded a video speaking to each type of ideal client, it generated a great result for our lead generation. This funnel went on to generate over $1.5 MM in sales with this system.

NOTE: At the end of the video we are then transitioning to selling the MasterClass we offer for people who buy want to work with us (It starts at $29, and then goes up to $49 after 1 hour, $99 after 24 hours, and $399 full price after 7 Days). More on the funnel structure shortly.

NOTE: After this, we created a new funnel where we built 96 different videos based on the Overall Scores at 4 levels X the 4 Avatars X the 3 Levels of Tech X the 2 Budget Answers. This created 96 videos.

When we built the SanityDesk Funnel, we decided to make our funnel much simpler with only 4 results videos and no special videos based on business type. We believed that it wasn’t necessary to get the result — we were not selling a product online, but just a free consult to discuss our product

NOTE: The answer is always positive. No matter where you are, you can get help from us based on where you are. And this is the beauty of these results videos, they are always a chance for you to deliver good news and then transition to a solution.

Your Results Page Structure & Additional Content

Please NOTE: You don’t need to deliver your results by video. We have found clients who do this all through text on their pages and get great results. But we would encourage you to start with text and then test it against video. Being in front of your computer and reading off the screen or talking into the webcam with notes is fine. While we use high production quality, it’s the zoom era now and everyone is used to that type of look at feel. Try to get good lighting and also sound when you use your own computer though (A good mic is always a great investment). Make sure you put good light behind you to make sure you look good.

Below your Results Video or Copy, you have the opportunity to put additional detailed content on your page that gives your ideal clients

sophisticated deteailed feedback on their answers.

At James Cook Media and SanityDesk we did this by taking the 4 possible answers to each question in our audit, and creating segmented personal answers to the question based on what you answered.

So on James Cook Media, there are 4 possible answers we deliver back to you after you answer 5 questions. These 5 questions with 4 possible answers gives you a possible 1,024 combinations your ideal client could get).

See how it works:

4 verions of Question 1 Combined with 4 Versions of Question 2 is 16 possible combinatinos

16 Versions of the first 2 questions combined with 4 versions of question 3 creates 64 possible combinations.

Combine 64 possible combinations from the first 3 questions of quesiton 4 and you get 256.

Finally, 256 possible combinations multiplied by 4 versions of question 5 answers and you get 1,024.

4 x 4 x 4 x 4 x 4 = 1.024

This combined with 96 versions of our top results video, gives us 97,000 versions of our results page.

We can deliver this not just on our pages, but also in our emails to our clients after they get ther report. If you also take the 7 steps of our marketing funnel, and multiply that by the 5 different content videos we deliver that our clients get to watch, you end up with over 1.7 Million possible emails or page combinations people could use in your funnel.

There is simply no other software out there that delivers this possible unique experiences for your ideal clients.

Another example of this methodology is the SanityDesk Results Page:

We have 4 main results, and then 5 questions with 4 different answers, which gives 4,096 versions of our resutls page.

4 main answers x 4 versions of question 1 (16) x 4 versions of question 2 (64) x 4 versions of question 3 (256) x 4 versions of question 4 (1,024) x 4 versions of question 5 = 4,096

Results vs. Re-Results Page

NOTE: When we deliver our results on SanityDesk and James Cook Media, we find that it’s best to deliver the overall results video with no other data on the page. Less info on the page leads to higher results video watches, and then higher conversions on our main offer.

But when we make our results page with follow-up emails, we like to create a big version of the results which acts like a consolidated free report. This allows us to give you one place to get everything you answered in one place to reference.

It also gives more content that is personal for you to watch and get futher engaged in the process.

3 Types of Funnels

If you are generating leads for your website, and especially paid traffic from Facebook Ads, the Audit is the best way to get quick action from your clients.

The custom audit, combined with a results video can sell whatever you want after they get the valueable content about them.

Unlike other videos, they are engaged because this content is peronal and relevant to them.

The 3 types of Funnels we recommend are simple to execute once you get the IT all in place.

Funnel #1 — Audit — Result — Schedule

This funnel is the most direct way to get someone on the phone quickly.

It consists of 5 main pages, with as many follow-up emails, and/or text messages you want to deliver.

The main use of this funnel is to help you sell a product or a serivce that is above the permission line.

I.e. anything that you can’t sell without speaking to someone because they need to get permission from their spouse (if it’s a B2C coaching product) or their business partner or boss (if it’s a B2B Product).

There is no hard or fast rule on what this price is, but it generally varies by industry and type of client. Just ask yourself when you look at your ideal customer — what would they need to do to get permission? Would they get in trouble of someone sees this expense after it has been made?

The beauty of the audit is the questions and the custom answers give you a chance to deliver highly customized follow-up to get people to take action if they don’t right away.

And getting someone on the phone quickly especially with them having met you by video is powerful.

Funnel #1 — Optin — Audit — Result — Schedule — Confirmation

This is the main pages. Here is an example of a funnel that successfully uses these pages and all the emails and text messsages between the pages to get someone to take action. Annika uses SanityDesk and consistenly gets her clients to book phone calls for less than €10 to discuss with her coaching on productivity. Check Annika’s Funnel.

Funnel #2 — Optin — Audit — Result — Application — Schedule — Confirmation

The 2nd Type of Funnel is a variation that is designed add a layer of effort for the client to get to schedule a phone call. Free phone calls can be great, but a lot of times clients will forget to come, or not come because they did not invest enough in the process to get the call.

Adding an application to the process where they have to take a proactive effort to sell you on working with tthem is critical. We do this at SanityDesk to cut down on no shows and more highly qualify people for our funnel.

Here is the Full SanityDesk Funnel Map — you can see we have added an extra page before the Application Page to sell the program more fully before people get to the application. Again this extra step adds more steps, but leads to higher qualified leads.

Funnel #3 — Optin — Audit — Result — Purchase — Schedule — Confirmation

The 3rd Type of Funnel is a the most advanced funnel in an information product business because it adds a layer before the application and scheuling a call — which is a purchase of a product or a service in orer to qualify for a higher priced product.

At James Cook Media, we sell a $399 masterclass for a 93% discount down to $29 for those who buy within the first hour of applying. We only then offer a chance for people to speak to us once they buy the product. The product generates between $3,000-$4,000 in revenue for every $10,000 we spend on ads, and out of the 100+ people who purchase, about 50 will schedule a call, and most of them will show up for the call and be highly engaged.

Of of these qualified leads we can then sell them a series of products based on how qualified they are. We evolved to this model after variations of Funnel #1 and Funnel #2 we did to build our brand. This highest level funnel requires the most ad spending and a good sales system to close the deals afterwards, but this is the best long term model for information products We also offer a premium versin of the masterclass where those who want to indidcate their interest in high level work with us buy our premium package which is a consult with me, the expert. These clients typically turn into quite high level clients. due to their willingness to speak to the expert.

NOTE: Here is the James Cook Media Funnel map with all of the follow-up emails for this funnel and ads we use to execute a high level funnel. It’s a machine that has produced over $3 MM info product and consulting sales over the last 4 years, based on high level video work and well managed ad spending.

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