Sales Funnel - the AIDA model - let's look at a funnel

hi So imagine if you will that this mug courtesy of camp's center for advanced manufacturing in Puget Sound is your service pro that you provide your ability your capacity to fulfill customer services And for sake of the discussion the water in this bucket constitutes all of the people all across the internet who might possibly buy your service

They're the people that fit your ideal client pro avatar ICA or ideal client profile ICP And so there's this concept called a salesfunnel And what we're going to try to do is shed some light on what exactly a salesunnel is And so I'm going to try to put a graphic here that says the basic steps of an of a sales funner are a d aid uh attention interest desire action Attention interest desire action Attention interest desire action And what we're trying to do is we're trying to crack attract the attention of all of the people in that bucket And here's the reality You can't serve all the people in that bucket But even more more significantly you can't even capture the attention of all the people in that bucket because we're all constantly distracted by all of the messages that are bombarding us every single day So what do we do about it Again attention interest desire action So we have to get attention before we can generate interest From the interest we we we nurture desire and then the person takes action So what we're going to try to do today is demonstrate the concept of a sales funnel using a funnel All right So the the issue from my perspective is there are a whole bunch of people in the digital marketing space who are marketing I can build you a high converting salesunnel And what they mean is I can build you a beautiful landing page with some great copy on it And the problem is the landing page might be the centerpiece of a salesunnel It might be the visible portion of a sales funnel but is not the totality of the salesunnel Just like a website is the centerpiece of a marketing system but all the things you do to attract attention to the website and the followup after someone visits the website is what is your sales is your marketing system The totality of the marketing system is much more than the website The totality of the salesunnel is much more than the landing page and the purchase page with a thank you page following it And so how do you get all the people in that big huge bucket who might possibly fit your ICP into this little tiny funnel and through that little tiny funnel and into your fulfillment system [Music]

So first of all here's the reality You can't help everyone Some of these people are just going to go to a competitor or they're never going to buy in the first place And each of us needs to be okay with that Or they're going to look at that competitor and they're going to say "I'd rather go to in this case thank you VA versus camps I' I'm going to go to go to the VA." And so they're going to end up choosing your competitor as their service provider But look how much even there we get a lot of slop People aren't actually entering the funnel because there's no funnel So what the attention interest the interest portion is this this capacity to expand the reach area of our funnel and we get more people choosing to enter our funnel I'm going to put some of those people that splashed out anyway I'm just going to put them put them put them aside So here's what we're trying to do We're trying to create get the attention and generate interest in our salesunnel and that allows people to start taking action And then there's this other factor that comes into play and that is the fact that even though you could serve all of those people and you would rather not have them go to your competitor some of them your competitor actually has a better product in their specific case their specific use case They're they would be better served by your competitor or by using some alternate way of providing that service So there's actually a degree to which we want our our funnel to be just a little bit leaky Even when we do get people's

attention we want some of them to choose to go to a different competitor But what we but also we have a limited capacity to at any given time to onboard new customers So maybe what we want is a funnel that looks like this Maybe what we want is a funnel with a filter And so if I can get this to balance the way There we go Balance the way I wanted to maybe a funnel with a filter where we're getting these people's attention and we're holding and capturing that pe that attention over time Some of the people are immediately turning into customers and others they're either opting out and we do want them to opt out or maybe it's just the fact that we're holding them in our salesunnel long enough to because they're not quite ready to make the purchasing decision And our filter has enough of a nurturing of this interest and desire that even though they're we got their attention they're not ready to purchase yet And so instead of just purchasing we hold them in our filter long enough for them to reach a place where they're ready to make a buying decision Um and so I'm going to take this from the conceptual and the graphic to the practical how it's playing out in my marketing Um the top of my funnel is my activities in a couple of key Facebook groups on the internet

Um and I take an approach that says I would rather be helpful than be

transactional A lot more gets done if we don't worry about who gets credit for for it getting done So by being someone who's helping get things

done I can help other people be successful doing their thing

And although sometime often there's no direct financial reward to me I know that in the end um that reward will come that compensation will come and I have specific examples I have literally had people especially in the case where yes I provide I do provide direct services to people but I also have products that are affiliate pro affiliate model So as an affiliate of Termageddon which is is a system that provides um terms and terms and conditions for your for a website that are updated and applicable to the customer base of that particular website by my endorsement of that platform every once in a while someone just buys subscribes to termageddon and I'm compensated through an affiliate program Similarly with high level yes my services revolve around implementing high level on behalf of a customer a client However I'm also an affiliate of high level and sometimes and it's literally happened where someone the first actual interaction I've had with them is they contacted me and said can I have your affiliate link I'm signing up for high level Thank you for the intro information you've provided You have provided me the attention and the interest I've achieved desire but I'm going directly to high level and there's some good reasons for that and I'm not going into that in this particular context But instead of subscribing to my white label and being a client of mine they chose to thank me in a very tangible way And I appreciate I appreciate that immensely

The point is when you have multiple ways that you can fulfill the compensation comes through that filter in multiple different ways

Thus all of these people on the internet who might possibly be your ideal

client giving them ways to interact with you is how you build your interest and desire Instead of it just being about a flashy landing page and attention build a nurturing relationship that will turn into action

I'm Keith Besherse I'm the bald guy I help small businesses with marketing theory tactics techniques training and technology

Have a great day