Module 1: Zero in on 1 Result (Focusing on a Single Service)
Before you can set up your customized funnel, you must know what service you want to provide to the people who journey through your funnel.
Chris and Taylor recommend having a singular, specific high-ticket product or service.
Module 1 has 2 major points and they both involve focus
Some business owners want to sell all their products through a single funnel.
Funnels are too small of a structure to accommodate that many items.
so the Number 1 Rule in creating an awesome sales funnel is
1. Learn to Say No: Finding Your One Service
Later on, you’ll learn that Chis and Taylor literally 10X’d their business by reducing the number of services they offered.
But here’s how I applied what the “Smartest Guys in Marketing” taught before I even knew them:
I started promoting my lead generation service through this kind of funnel in order to qualify my leads even more, so then, when I schedule a phone call with them, they were already pre-sold on using my service to bring prospects to their phone-driven business (often I’d focus my funnels on limousine rental businesses and tree services, but more on that in Module 2).
How did I pick my product/service?
First of all, you should know that at the time I was offering all kinds of services, from running paid ads (Google and Facebook) to building out websites to search engine optimization (SEO) while running my buddingagency part-time, after I got home from work.
Ultimately I was trying to be all things to all people, and that really wasn’t working.
I was still working my day job at the time and I wanted to establish some on-going income, money that came in every month without me having to do much more work to get it.
Some call this passive income.
But I don’t think of it as passive, because I have to build out a simple website, open a tracking phone number, and then rank the site on Google in order to begin generating leads. (Takes about 10 to 20 hours of focused effort).
Anyways, I picked this service because it would bring in a lot of recurring income and enable me to leave my despised 9-5 and eventually to travel the world like I dreamed.
2. Take the Time to Optimize the Funnel.
At first, I tried to set up a funnel for my lead gen service addressing my prospects as a group, but I found that didn’t work so well.
Then I watched a training by Russell Brunson, Mr. Clickfunnels himself, and learned how a focused funnel is much more effective than a general, “one-size-fits-all” sales funnel.
Why bring that up?
Well, when I was going through the first module of T&F, I listened to a few of the recorded lessons in Chris and Taylor’s again and heard a student complaining that his funnel wasn’t qualifying his prospects that well. (nearly identical to my problem)
Chris asked to see the funnel and ended up recommending that the student tweak the funnel so it appealed to a specific genre of his target audience, a particular kind of business owner, one who owned a mid-size business.
In excellent teaching style, Chris went on to explain his reasoning, saying that if the student adjusted his funnel’s copy to appeal to the middle range business, the student would have less tiny businesses who couldn’t afford his services scheduling calls with him, which was his original problem.
Then, Chris offered a lot of helpful tips to scoping in the copy.
Here’s 3 of them:
Building a funnel is more of a process than an event.
Some funnel guru’s insinuate that you can slap each page of your funnel together in a matter of seconds and then you are good to go.
That isn’t true.
The majority of work on a funnel happens AFTER all the major pieces are in place and traffic is flowing through the sales funnel.
Also true with search engine optimization, the best funnels are those that have been edited and edited and edited.
Now if you are interested in having a funnel building service make yours and exponentially speed up the optimization process, you might check out Steve’s Marketing Funnel Academy, as he both educates you on the the funnel building process and then his team builds and optimizes it for you.
Module 2: Zero in on 1 Target Audience (Developing Your Client Avatar)
Once you have decided which service or product you will use your first funnel to promote (eventually you’ll probably build a funnel for each item you offer), it’s time to get more details on your ideal clients.
Taylor covers many different topics in this section, but talks the most about the following five:
Below is a sheet that will become your friend throughout this module. The course includes a similar one.
Notice how there’s a section for each part of your research?
At this point in the course, Taylor shows you how to fill up each section while sitting at your desk.
At the time I’m writing this on December 2, 2019, we have more information available to use than ever before in all of history because of the internet.
Taylor shows how to use both Google and Facebook to obtain the information on your most valuable customers,
from what they are interested in
to the activities they like to do in their spare time,
to what they do when no one else is watching
(just kidding, wanted to see if you were paying attention).
Anyhow, searching for interest groups via the search bar as well as using the classic audience insights feature of FB Business is an excellent resource to scope out the population of ideal prospects in detail.
My advice on customer avatars:
Be super specific, you don’t want to be showing your ad to every joe schmoe who comes on Zucks platform.
Ain’t nobody got time for that.
I’ll give you a little hint for your Facebook ads:
You need to really zoom in, then zoom in some more to target particular sectors of the population using the demographics in the form above (age, interests, desires, etc.).
You want to get some useful data out of your campaigns
so narrow your audience and then put ads in that population and see if you get results.
Module 2 Conclusion:
The moral of the story is that your ad budget needs to correlate to the size your audience:
If you have a broad of an audience, you need a huge budget.
If you have a tiny ad budget, you need a narrow audience.
And to have a narrow audience, you need to scoped in your Avatar.
Module 3: Build Your Feeder System (Creating Webinar Funnels)
This module is all about setting up your funnel and recording your HQ webinar.
Taylor drops some candid truth bombs here, painting the structure of a sales funnel in bold strokes as well as the 3 main mistakes that funnel newbies make.
Here’s a basic layout of a sales funnel:
Sales Funnels are a very simple way to get either more clients or to sell more products.
They are typically made up of three pages.
A sales page, an order page and a thank you page.
1. The sales page is what people land on after they click on your ad or your site.
2. The order page takes in their payment information if they decide to order the product or service.
3. Your buyer will be directed to the thank you page which shows them that their order has been processed and thanks them for their business.
Below is an infographic of the process your prospects go through as they enter your funnel through either Google or social media.
After laying out the structure, Taylor dives into the 3 common mistakes of funnel virgins:
To conclude Module 3, go the extra mile when you make your funnel, because as Grant Cardone has said, “there’s no one on it.”
Module 4: Turn on the Faucet (Setting Up Your Paid Traffic)
Every funnel has two main parts: the funnel itself and the traffic that is following through it.
The way that Taylor and Chris teach to fill up your funnel is through Facebook Ads because you can target such a specific slice of the market via Audience Insights.
They give the typical explanation of how to hone in on the interests of your target population.
Then show examples of some of their ads, diving into the details about copywriting and attractive pictures.
At the end of the section, they uniquely include some information on the different types of feeds that your ads need to be optimized on, such as the desktop news feed.
By far the most important part that this training helped me with was developing a great offer.
“What’s an offer?”
In the digital marketing world, an offer is a summary statement of the value you bring to your clients if they hire your services.
An offer like above will have 3 main pillars:
1. Risk Reversal (often this comes in the form of money-back guarantees)
2. Bonuses (i.e. if they take advantage of your service and sign up today, you’ll give them 20% off this month’s cost)
3. A Sense of Limited Supply (more often than not buyers need a little push to take the leap to buy something, so often a bit of scarcity will give them the motivation to take action)
Module 4 Conclusion:
Once you’ve created your ad campaign down to your ad set, it’s time to turn on the flow, tweak the copy as it runs, and hop on all the sales calls that your funnel generates.
Module 5: Automate & Leverage Your Time (Using Systems that Run 24/7)
At this point in the game, you’ve reach your max capacity of what you yourself can do by your lonesome.
In this module, Taylor and Chris, in a tag-team fashion, chime in how they scaled their business through the roof and suggest several ways that they would have done things differently if given the opportunity.
After running a multi-service agency for a couple years (from 2016-2018), Chris and Taylor zoomed in on the consulting service they were offering and cut out the content and funnel creation services they had used to build their case-studies that show their expertise.
This move enabled them to scale their revenue from 0 to 1 million dollars a month in 4 years.
Taylor shared this on December 4, 2019 in the Traffic and Funnels FB group:
1 of the mistakes that that Chris shares was not keeping their sales funnel optimized, they ran the same webinar from 2016 to 2018. The cost of this mistake wasn’t terrible, but it still reduced what they could charge their clients, Chris shared.
They’ve revamped their marketing strategy to keep their content current by every quarter picking the most outdated portion of their business and optimizing it, bringing it up-to-date, and by using this system, Taylor said that all of their marketing gets updated annually.
A 2nd mistake they made was thinking that to make more they needed to work more. When they first attempted to scale, they simply put in more hours.
Since then, they’ve learned that scaling should be like a flywheel, it gets easier the larger it gets.
So one of the keys is to innovate your business with systems, like an automated on-boarding system where prospects fill in a google form and then they are added to an email list and given access to the course content.
Chris and Taylor are excellent examples of entrepreneurs, as they make mistakes, realize them, and then incorporate solutions, finding ways to move forward and not make the same errors again.
Bonus: 5 Steps to The Mindset You Need Growing from 0 to a Million in Months not years
In order to build a successful business in our internet-centered, data-driven times, there are 5 fundamental steps.
Chris says at the beginning of the lesson that the only thing that holds you back from 100k a month is yourself.
The mindset is the foundation to the strategies and tactics.
In fact, Chris says that without the underlying mindset, “strategies and tactics are garbage.”
Step 1: Correct Your Belief System
Shift from negativity to positivity
Rather than believing that you think that x amount is too high,
begin to believe that your goals are possible.
What can you do with the additional money? Who else can you help?
Psycho-Cybernetics by Maxwell Maltz
Summary of Psycho-Cybernetics:
Maltz reveals that the key to succeeding in business and in life in general is self-awareness and the ongoing management and development of your self-image.
He then walks through a variety of practices that you can implement to improve your future founded on your positive past.
The Magic of Thinking Big by David J. Schwartz
This is a classic mindset expander.
Chris found this book helpful early on in his career as he often felt guilty about wanting more money.
In The Magic of Thinking Big, Schwartz walks through the process of how you can change your mindset from negative to positive, and then achieve your dream lifestyle.
Definitely a bit idealistic, but if you know you need to revamp your thinking as we approach 2020, the book is a pretty light investment, as you can pick up a copy on Amazon for less than 10 dollars.
Is it worth it for you to invest in your future?
Step 2: Know Your Numbers (Classic, but an often missed point)
Take the emotion out of the decision.
If you want to make 100k a month, how many clients do you need?
In this case your service might cost 5k a month, so you’d need:
To get those 20 clients, how many prospects do you need to get on sales calls?
If you’re closing 1 out of 3, then you need to talk to 60 interested parties.
To get 60 people on sales calls, how many leads do you need to cultivate in your funnel?
Discover this number by calculating the conversion ratio of your marketing funnel(s)
(If you have multiple funnels, calculate the average)
By repeatedly going over your numbers, you will ingrain them in your mind and then over time your actions will take over and before too long, you’ll be close to your target.
Grant Cardone, the 21st Century Sales Expert, talks about Doing the Math, which basically comes down to working backwards from where you want to be in 5 years to see what you need to be making today.
Here’s GC’s 5 Step Program: (Details are in the 30 minute video below)
1. Set Your Target
2. Save 40% of Your gross Income
3. Store Your Money (to then Invest 100k at a time)
4. Invest in Assets which are Guaranteed Not to Lose Money #realestate
5. Repeat until you are a Millionaire
Step 3: Offer Less, Not More
Audit your business
See what you are doing and how much each service you are offering is taking you.
Chris explains that his business revenue blew up when they really niched down and focused on their consulting service, and eliminated most of their done-for-you services.
I can relate here, because when I started my agency, I tried to be everything to all people, offering social media management, ppc ad set-up and optimization, lead gen, search engine optimization, google my business listing set up and verification and more.
But I wasn’t really able to scale to the levels I dreamed of until I zoomed in on the single service that offering reliable recurring income: local lead generation.
Chris offers a book that has helped me through this period in expanding/fine-tuning Traffic and Funnels:
The One Thing by Gary Keller
Summary of The One Thing:
Keller begins with the classic:
you can only do a few things well or you will end up doing a lot of things poorly.
One of the primary illustrations Keller uses is the one below, it shows how your priorities, productivity and profits are all founded on your sense of purpose.
He encourages working on eliminating a lot of the time-wasting activities and focusing on the main task that you are best suited for, hired for, most skilled for, etc.
Then he takes you through his process for delegating and outsourcing and then focusing in on your purpose.
Step 4: Knowing Your Value
Raise your prices.
Often business owners are charging way less than what they are worth to their clients.
Chris shows that many don’t value themselves much and that reflects in their pricing.
Therefore his suggestion is to
Go back and revisit their self-image. #psycho-cybernetics
When that knowledge of yourself improves, states Chris, your pricing will go up.
Step 5: 10X Your Business through Comparison
Chris’ primary encouragement in this step is
When you hit an obstacle, don’t let yourself get stuck.
Keep moving forward by looking at people who have bigger problems than you.
Are things going well?
But there’s people doing better than you.
Check out what they are doing to see what you will need to implement in the future.
Don’t judge yourself for what you are doing wrong or aren’t doing right.
Just correct your course.
Fix the problem.
It’s a fine balance between the two, certainly isn’t learned overnight.
The bottom line here is have perspective, realizin