Why Do You Need A Sales Offer Funnel?
Your job is to create the right information and content to lead your audience from awareness to purchase. A great way to do that is through creating a sales offer funnel. You’ll match each stage of your audience’s buying cycle to the content that helps them become a paying customer or to move through your funnel, buying more expensive products or services.
Planning an Info Product
One of the best ways to get people to sign up for your list and get into your funnel is by creating an information product. The best way to plan any information product is to figure out at least one problem that you can easily solve for your audience. The information product can be a longer report, a short report, a checklist, or something else that is useful for your audience.
Everything starts with knowing who your audience is, where they hang out, what they do, and what they want or need. You could start with a small item as a freebie opt-in, building up to the most expensive products and services. However, there is an even better way to create your entire offer funnel fast.
Once you have done the research about your audience, you know who they are, what their pain points are, and how you can solve their problems then you can actually build your offer funnel backward. Instead of starting with the smallest thing first, start with the biggest most outrageous expensive product or service that you can offer then tiered down to the least expensive item or freebie after the fact.
Identify Your Most Expensive Product First
Depending on your niche, start by writing down what your most expensive product or service will be. It will help to write it all down as if you’re going to create a sales page. Choose what the price point will be for this most expensive product or service and all the benefits of it to your audience.
If you already have a super expensive product or service such as a long-term, one-on-one coaching package, start with that. Because everything you do is designed to get more of your audience into your one-on-one flagship product or service. When you start from there you can easily create the less expensive products and opt-ins that will most fit with this audience.
Identify Lower Priced Products that Work with Your Most Expensive Product
Now look at any lower priced products that you have that fit in with your flagship product or service. If you don’t have any, you’ll need to create them as they fit in with the buying cycle of your audience. For example, your flagship product is a $10,000 dollar a year group coaching with one-on-one coaching options mastermind. What can you find or create that will appeal to and help your coaching clients? Items like checklists, Facebook Groups, webinars, courses, training, information products and more can all fit into your sales offer funnel as long as they make the audience curious about the flagship product.
Identify Free Content/Gifts That Leads to Increasingly Higher Priced Items
Finally, you can fit in freebies that attract people to your flagship product or your lower-priced products too. These might be free webinars, blog posts, infographics, eBooks, small reports, case studies, interviews, and more. As long as it’s of interest to those who would want your main product you can use it. For example, keep in mind you want people to join your flagship coaching program mentioned above, you might offer content that explains why coaching can work using case studies to prove your point.
Forms & Formats of Products & Services
Let’s look at some potential formats of different levels of products and or services to help get your creative juices flowing. Your most expensive product has a format, as do your other offerings. Some products include a combination of formats. This is just a potential example for you to use as a guide.
Most Expensive (Flagship) Product
Offer: Group coaching, with one-on-one coaching possibilities, as well as a membership website that offers a lot of materials and lessons. Your price is $10,000 a year and includes all the bells and whistles. Your exclusive clients get access to all your checklists, mind maps, infographics, lessons, courses, information products, group chat, group discussion board, weekly webinars, weekly Q & A, a one hour one-on-one call each week and daily email access and discounts on live events and other products that might be of interest to the audience.
Now that you have your product, you can easily identify mid-range products that will solve a problem or two for your audience, while also make them want more. A great mid-range item is an information product that solves one of your audience’s problems. For example, if you’re a business coach, you might offer a course on branding, content planning, or social media marketing. Essentially, you can take one small part of your cornerstone product and make it one of the mid-range products you offer. Say that one of the things you help your clients do is choose a business name. You might offer a short course on naming your business.
When you figure which items you’ll offer in the midrange area, then you can identify the intro products to offer your audience as a part of your sales offer funnel. Intro products can be low priced or free products. Anything that requires an email address to opt-in will work great here. Webinars, teleseminars, podcasts, social media posts, Facebook live, YouTube videos, free eBooks or reports, checklists, and so forth all make great intro level products and services as long as they offer a taste of what’s in the flagship or mid-range product or service offerings. Let’s say you have a mid-range product that is a six-week course on branding. You can offer a free branding checklist to collect email addresses and market that mid-range product and the flagship product to the people who signed up.
While some of your intro products may be free, there are things that you may not consider free products. Blog posts, social media posts, guest posts, images, and other things can be also being thought of as products. But, if you have a good grasp of what you can do and what is possible, it’s going to be a lot easier to figure out what you need to offer your audience in terms of tools and free information. For example, I offer many Special Reports at no cost whatsoever and these serve me well in my business.
Your product generally will be a combination of all of these types of content and services. One way to figure out what you can offer in every step of your sales offer funnel is to conduct a content audit. When you find out what you have, and what you need, you can fill in the gaps.
I’m Connie Ragen Green, an Online Marketing Strategist, bestselling author of more than a dozen books, international speaker, and Mentor. I would love to connect with you to see how we might work together in the future.