Hello everyone. Daniel Turner here, and welcome to the marketing funnel. In this lesson, we're gonna be covering the journey that takes a stranger into a paying client. Now your strategy in getting more leads and clients will always stem from this funnel. So understanding it is is really important. Now let's get into it. Now a marketing funnel is a visual representation of the customer journey. That's all it is. Right? So there are three stages a potential customer goes through from being a stranger to purchasing your AI service. And the three stages are the aware, which is the top of funnel, this bit here, engaged, the middle of funnel, and conversion, which is the bottom of funnel. So in this lesson, we're basically just gonna be covering every single one of these stages. Now with each stage that we cover, we're gonna be talking about the core pillars, strategy, and just some common mistakes to avoid. So let's get into it. Now when it comes to the aware, the top of funnel, you have one job at this stage, which is just to get attention, just to get your market's attention. So this acts as the entry point for potential clients by pulling prospects into your orbit. So you need to make the first impression count. Now the core pillars here is like content, so LinkedIn, YouTube, Instagram, communities, blog posts, or outbound systems, so cold emails, cold DMs, inbound systems, so inbound emails and DMs, or you pay for attention with Facebook, LinkedIn, Google, YouTube ads. So in terms of the top of funnel strategies, when it comes to content, for example, you need compelling copy. So combine curiosity with self interest. So use strong hooks, including the ICP call out, a compelling question, or bold claim. That's how you get someone's attention in a top of funnel. And then value bomb. So your content or free lead magnet needs to provide real value to your prospects, so no fluff. Something they can take away, a resource. Alright? Now, in terms of the design, the design is incredibly important for your top of funnel. Now this is the design of your content, like the images or the design of your images and your ads because people form judgments in fifty milliseconds. So creatives need to be clean, clear, and well aligned with your ICP to capture their attention. Alright? So when it comes to the top of funnel, all you're doing is trying to get attention. Just to get your market's attention. That's it. So some top of funnel common mistakes you wanna avoid is misalignment between you and your prospect. So if your content is not aligned with your market, with your audience, then you're not gonna get their their attention. Alright? And you need to make that first impression count. Second one here is general value propositions. Right? So if you're everything to everybody, you're nothing to nobody. So hone in. Make your content in your ads and your systems and your lead generation. Make it about that one specific ICP, your target audience, not general. Do not offer general advice. Third thing here is trying to be clever. And clever confuses, so be clear because clear converts. Fourth thing here is weak value proposition. Okay? So weak resources or weak offer. So in the top of funnel, if you're trying to get your prospect's attention, make it all about your prospect. Make your content all about your prospect. The paid ads, call out your prospect. Okay? Now we're gonna be breaking down all of the lead generation and the copywriting and the offer creation later, but all you're doing in the top of funnel is just getting attention. Now you can get free attention by posting content or you can pay for that attention with ads. But it's just to get attention that's it. Now when it comes to the engage, which is the middle of the funnel, now that you've captured your prospects' attention, the middle of the funnel needs to deliver the value proposition to build trust. So the goal here is to guide interested prospects, who you've got their attention, from casual curiosity to serious consideration. So this is this section of the funnel. So the core pillar here, this is your landing page or your website. Right? If your content, has a call to action, it's usually to your landing page or website or your ads. Right? That is the middle of the funnel. It's just the landing page of the website. So some strategies here is you need to have a compelling offer. And we're gonna be learning about how to craft really high converting offers in an offer creation module. Next thing here is persuasion. So you will also learn how to persuade visitors to take a desired action and a copywriting and a CRO masterclass module. That's what they're there for. And then clear positioning. So who is your AI service for? What is the mechanism? How will you deliver it? Because process equals proof, right, from the messaging lesson. And why should they choose you? Next thing here is the founder image or VSL. So on your landing page or your website, the image or the VSL that you use, you need one that shows you. Because your audience, your prospects, they need to know what you look like to build trust. So just scrub up, look professional, because perception is reality. So some common mistakes in terms of the middle of the funnel. And by the middle of the funnel, we're just referring to your landing page or your website. Right? Because you've gotten someone's attention with your content or the paid ads and now you're they're in your orbit and you've taken them, to your landing page which is just the middle of the funnel. So some common mistakes here, again, is misalignment between your top of funnel and middle of funnel. So ensure your offer and your content and your branding and your message that you have in the top of the funnel to get attention matches the middle of the funnel. Like a classic example is when someone will run ads and they'll use a random color and then it's not aligned with the same palette on their landing page. It needs to be aligned or the offer's different or the ICP callout is different, or the message is different. Make sure it's aligned. They need to be aligned. If they're not aligned, your conversions will tank at the bottom at the bottom of the funnel. So second thing here is fractured message by speaking in multiples. So on your landing page, if you have multiple ICPs, multiple outcomes, multiple mechanisms, or you're just it's a mess, you're not going to convert prospects to the bottom of the funnel. Okay? You need to have one ICP, one outcome. It needs to be clear. Don't make your landing page too busy. Now we're gonna be covering the art of the perfect landing page and your website and whatnot in the CRO module. Okay? And that goes into the third point here. So overwhelming layout and information. Clear converts, clever confuses. So keep your landing page and your website simple. Now we're gonna be talking about the design and all that, in a fourth module. So fourth thing here, which is key, is fractured curiosity because you're giving away too much detail on price and features. Keep them curious in your middle of the funnel in your landing page. Don't give them all the details away. Now to give you a bit more context here, you know, it starts with your ICP callout and then you have the problem, you have the outcome, you have the bridge which is your process, and then you have the contrast, but you're never talking about your features or price. You're never talking about how you actually do it. Because if you give away too much and they know exactly about everything, your edge, your mechanism, then they have no reason to book. It's about that curiosity, the curiosity is what takes them to the bottom of the funnel. Now this is all going to come together and make sense. Now let's talk about the bottom of the funnel, right? So your job here is to make the final step as frictionless as possible to convert your prospects because they're on your landing page. Okay? So this is where they're gonna book a call or they're gonna purchase or they're gonna opt in to something. So you do this by handling any last minute hesitation. So the bottom of funnel core pillars is your call to action. This is your application form submission, your calendar booking, or your purchase. So some strategies here as you need to be specific. So spell out the instructions that they need to take very clearly. On your VSL, do not say you know what to do. Say scroll down below, select a time, and book. You need to be specific. Next thing here is use urgency, but be very careful not to be sleazy because this will backfire in b two b. So be genuine about capacity limits. If you can only take on three clients per month, mention it. But do not say, you know, this is your last chance, dah dah dah dah. Do not push. Pull. Another one here is use bonuses. So throw in a bonus that costs nothing to you but is valuable to your prospect. Like for example, what you'd say here if you had a VSL would be, if you book now, I'm gonna give you a free whatever that resource is, a GPT or a framework, whatever. That's just a bonus. Alright? Now it costs nothing to you, but it's valuable to them. That's the key. Next thing is remove risk. So use language like worst case scenario, you'll still get a full demo even even if it's not right for you. Worst case scenario, alright? So just remove all the hesitation. Now we're gonna be talking about the art of a perfect call to action and a, copywriting module, but it's really, really important you do this the bottom of the funnel. So the common mistakes is no color contrast with your call to action button on your landing page. And you're gonna learn more about this in a CRO module. But if you have a palette and the color is and your palette is, you know, black, purple, and red, You need to make your call to action button orange or green. You need that color contrast to get their attention. You're gonna see huge conversion rate increases on your landing page with that color contrast. We'll be talking about that more. Second thing is scammy or pushy false sell sales tactics, right, during the middle of the funnel. So do not be aggressive and make wild claims. You want people to to desire your AI service and your offer. And we're gonna be talking about breaking all this down, but this is the difference between push and pull marketing. And in b to b, it's all about pull. You're not pushing prospects. Third thing here is incorrect layout of the call to action section, and you're gonna learn more about this in a CRO module. Okay? So I hate to tease you about it, but just keep in mind, alright, you need the right layout for your call to action. You need the right layout for your landing page or your website in order to persuade your prospects and your visitors to take the desired action you want them to take. So in terms of the summary here, how it works is up top, all you're doing doing is you're trying to get your prospects attention. Right? And then from here, in the middle of the funnel, this is where they land on your landing page. You want it to be clear and you want to hold their attention. And you want to persuade them to take the desired action you want them to take. So the most important thing with your marketing funnel is that it needs to be aligned from the top. Your pallet, your message, your offer, your ICP, it all needs to stay aligned. If it's not aligned, conversions will tank. K? So your top of funnel needs to be aligned with your audience, your content, your ads, it needs to be aligned with your audience, your ICP, and then your middle of funnel needs to be aligned with your top of funnel. Now what that means is your landing page, your pallet, your message, your offer needs to be aligned with the content. K? The second most important thing of your marketing funnel is to remove resistance. So remove unnecessary steps, sections, information, blogs, whatever's on on your website, just remove it. Make the customer journey as seamless and as simple as possible. Third thing here is the third most important aspect of your marketing funnel is that you need to have curiosity. This is in your middle of the funnel. So don't give away too much detail like features, and definitely, for the love of God, do not mention your price. And last thing here is combine this with clear positioning and messaging, a strong offer, and persuasive copy and layout, essentially combining everything that you're gonna learn in this program to your marketing funnel, and you will have a really, really high converting marketing funnel. No doubt about it. Alright? Now that is that is the reason why in this, program and all the modules, it's positioned in a way for you to first get the marketing foundation so you think like a marketer. And then all of that applies to your offer creation, to your copywriting, and then to your CRO, and then to your all your lead generation is all connected, but it's all to give you the highest converting marketing funnel. Because whenever you make strategic decisions in marketing to get more leads or to get more clients, we're gonna be talking about your funnel. K? So up next, we're gonna be covering the marketing metrics. So there's a lot of numbers, there's a lot of metrics, but you do need data, so we're only gonna be covering the important stuff. So I'll see you on the next lesson.