100 things that make funnels perform better

  1. Most of you need to spend way way more time thinking about the audience and what they want
  2. Spend lots of time crafting a killer offer that’s valuable, exciting and useful for them
  3. Most of your time should be spent researching and talking to your audience
  4. Then you should spend more time thinking of amazing offers and problems to solve
  5. Then you should be spending most of your time qualifying your audience and traffic
  6. Funnel building, selling, closing and delivery should be less than 25% combined
  7. Create a social media accounts and act like your customer
  8. Consume their content and see what they see
  9. An ugly badly designed funnel page to the right audience with the right offer will always beat a beautiful page to the wrong audience with the wrong offer
  10. Does your offer change something that your customer can physically see get better?
  11. Can they point to the problem that you’re trying to solve?
  12. Take away the risk and tell them they WON’T need to do something they’re dreading
  13. Is there a timeframe in the offer that sounds so incredible they’d be stupid to ignore it?
  14. Would your audience tell you that they want this offer, without you presenting it to them?
  15. A marketing funnel is just a series of offers, one after the other, saying “would you like this faster and easier?”
  16. They can be back to back, page after page, or they can be a longer series of offers
  17. An offer is not a discount or a special promotion
  18. An offer is a problem solved or benefit gained for a specific person
  19. Sell and promote the offer first before you have it finished
  20. Use that to gauge interest
  21. Kill your offers that don’t work
  22. Spend way way more time crafting the amazing exciting idea for your audience
  23. In theory, the same offer should take care of your content, lead magnets, nurturing, sales process, and all your products
  24. If someone isn’t interested in getting something for free, via a video or a lead magnet, they sure as hell aren’t going to want to pay for it
  25. Your social feed and youtube recommendations should be filled with content aimed at your clients, not aimed at you
  26. If you can’t find Facebook groups, X threads, YouTube channels, books, podcasts, events, apps, templates, LinkedIn groups, subreddits, forums, magazines, SaaS platforms, coaches, insurance, or other marketers aimed at your audience – they don’t exist.
  27. For a squeeze page, use a simple headline, bullet, image, button format
  28. Use a 2-part optin or click pop (same thing)
  29. Collect their name, email address and phone number
  30. If your offer isn’t good enough for someone to give their phone number, then they’re unlikely to buy from you
  31. This is about qualification, getting high quality leads over spam and fake emails
  32. Do this now and cultivate a list of higher quality leads – you’ll thank yourself later
  33. For the headline, use a simple XYZX format
  34. X PEOPLE: Get Y result in Z time (without X headache)
  35. New Dads: Lose 10lbs in 30 days (without going on a diet)
  36. High performance corporate coaches: Land 10 new $10,000 clients in 90 days (without spending all your time on LinkedIn)
  37. Build a social following on your own profile
  38. Stop adding/following peers – start adding/following customers
  39. Post offers to YOUR wall – if no one is interested, assuming you’ve got followers or friends in your audience, then don’t keep going
  40. Test offers more than ANYTHING else
  41. The headline should do 90% of the heavy lifting
  42. Someone should be able to decide if this is for them, from the headline alone
  43. People do NOT read bullet points to get clarity or double check if an offer is for them
  44. If they’re confused or bored by the headline, a subheadline or bullet points will NOT convince them
  45. You can only win someone over with a headline, EVERYTHING else should be aimed to convince them that they’ve made the right choice
  46. People read the bullets asking “is this really true? How?”
  47. The secret that X doesn’t want you to know
  48. The # steps to finally getting X
  49. Why your X isn’t working (and how to fix it)
  50. Show the product in an image
  51. Ask for single click on the button
  52. Open a form – they’ve put a tiny amount of effort in now
  53. Collect their information
  54. DO NOT redirect them to the actual lead magnet
  55. Do not show a message of thanks for confirmation
  56. The actual lead magnet should be super super simple
  57. Short, easy to consume
  58. A 15 point checklist is 100x more valuable than a 15 hours course
  59. Give them an instant result paracetamol painkiller, rather than a long term physiotherapy plan
  60. Again, don’t build any lead magnets until you get a few conversions
  61. Redirect them to a page with a video that sells the next thing
  62. Confirm, acknowledge and reward
  63. Thank you so much for downloading our guide! It’s on its way to your email inbox.
  64. Here’s some free training showing how X people get Y result in Z time (without X headache)
  65. Remember, each stage is faster and easier
  66. You don’t need to change the Z time part (unless you want to)
  67. Use a video sales letter to talk about the problem
  68. Talk through why this is such a big problem
  69. Really dig into the problem – twist the knife
  70. Tell them it’s not their fault and why
  71. Tell them they deserve what they want
  72. Tell them the old, slow, expensive way of doing it
  73. Show them new, cheaper, faster way of doing it
  74. Tell them you can do just that
  75. Make an offer to your viewer
  76. Use a VSL page to offer either a product or a call
  77. Take payment there and then for a faster and easier method than A) your lead magnet and B) the old, expensive, slow way
  78. 0.1% of people will want everything, right now and, have the money to pay for it
  79. Offer those people anything and everything they want
  80. They’ll only be 1/1000 but they’ll spend 100x more than anyone else
  81. The fastest and easiest product on earth to sell/create is some kind of coaching/consulting
  82. After a VSL offer page, offer another product, with a higher price, and so on
  83. Yes, lots of people will drop off
  84. But focus on those who will buy
  85. You all need to spend 100x more time and effort in your current audience and list, closing them
  86. If your product isn’t selling, and no one is interested, it’s not the leads/lists/audiences fault
  87. 80% of your conversions should and will come from your current audience/list
  88. If I had 10 people on my email list, I’d book calls with every single one of them
  89. If I had 100 people on my list, I’d book calls with every single one of them
  90. People don’t get bored of offers – don’t change them just because you’re worried they’re bored of them
  91. People either aren’t interested in the first place, or they are
  92. Whether they can AFFORD it or not right now should be the only thing stopping them
  93. You should create offers so good, with prices so high, that it seems unfair that only 0.1% of people can afford it
  94. Either: Focus on selling high ticket services IF you are the one delivering them 
  95. Or: Focus on low ticket product IF you are not delivering them
  96. Don’t change the offer, change the message
  97. E.g. Land 10 x $10,000 clients in 90 days (without spending a cent on ads) can become
  98. Build a $120,000/year business in under 3 months (for less than $100)
  99. The numbers, the method, the offer is the same
  100. If you don’t know how to deliver those results, you’re not spending enough time researching/listening to your audience or you haven’t qualified them enough or – you’ve picked a niche that can’t be helped

Mike Killen

Mike is the world's #1 sales coach for marketing funnel builders. He helps funnel builders sell marketing funnels to their customers. He is the author of From Single To Scale; How single-person, small and micro-businesses can scale their business to profit. You can find him on Twitter @mike_killen.