Everything is a funnel, no?
Your twitter account. Your lead magnet. Your emails. This article.
Everything we do online is some sort of a funnel, where we take a prospect from point A to Point Cash (where they give us their money lol)
When you design funnels, it might not be all in one go. You make one piece, test it, then add another piece. And so on.
In this process, the FLOW of the funnel can get lost.
We tend to forget about what the customer is going through – and try to impose our own will and logic on the customer.
We forget that it’s all about them.
You need to make sure that your “funnel” (whatever that may mean FOR YOU) flows smooth. And follows the logic and thought flow of the customer.
Whenever you’re writing any part of your funnel in isolation – do this:
Before starting,
Write this down at the top of your page:
What frame of mind is the customer in when they land on this page?
What are they thinking?
What are they expecting to see on this page?
How much do they know already?
This will be better explained through some examples:
When someone clicks on the lead magnet in your Twitter profile and subscribes to your email list, this is what you can conclude:
- The person knows you/your brand exists – and has a presence on Twitter.
- He/she is interested in the topic of your newsletter/ your lead magnet.
- He/she expects to know a bit more about the brand – and signed up because they want info on XX topic (People do everything for themselves – so remember this).
When someone clicks on your FB ad – this is what you conclude:
- Person is curious about your lead magnet / facing XX problem (they may or may not know who you are)
- Person has read heading “XX” and expects to see more information about XX on the page
When someone gets on your sales page (driven through your email list)
- They opened your email, they know you (at least a bit)
- They have read the email – and are willing to buy – anyone who clicks on any link for a paid program is curious enough to check it out – and are already considering buying it
Got it?
Next time, whenever you’re writing – do this exercise – it gives you great clarity, helps cut through the fluff and get to the point.
But wait, there’s more (Every copywriters favourite line ahahahah)
You also need to define what frame of mind you want the customer to be in “after” they finish reading your page
Example:
After reading your email, what do you want your prospect to feel? What action do you want them to take that will drive them further down your funnel?
DEFINE IT. It could be something like:
“The prospect should ideally know a bit more about the brand + trust me + be curious enough to open my next email”
or
“The prospect must click through to the sales page”
or
“The prospect must feel like they “have” to check this out – this just feels different -when they see my ad”
Writing this down when you’re writing your pages will help you FOCUS. Do it.
Hope this helps,
Ash