Why You Should Have 3 Funnels For Every Product That You Create.
The whole concept of creating products initially has been based around an idea distilled into 4
very small steps:
Create the product
Create a one page/ sell page
Promote using SEO
That was when the Internet was in its infancy. You could do that. But over time the model has
started to change. Then we get the following 6 step model:
Create the product
Create a one page/ sell page (with 5 other links to other pages like blog, privacy page
Tweak and test
Repeat with another product.
This works and works well- especially when you “promote” with Adwords, but the problem
that most people will have is in the promotional stage of this model. There are still too few sales
and not many to justify the leaving of your day job.
Unfortunately it isn’t actually the promotion of the product that is the issue. Here is a modified
Create the product
Create a one page/ sell page
Gather email addresses
Promote to the email addresses
Promote point 2.
But again…this works but is starting to become inefficient.
So now people add in “Adwords” to their promotion of their gathering of email addresses
because they can gauge how much it is to “buy” a subscriber.
Now you have to rely on:
the backend to achieve great results
constantly have an email list generation cycle as email addresses that keep on getting
promoted to tend to unsubscribe over time.
be able to ride the Adwords cycle
This is not what the problem is…and the problem manifests itself to each model.
What not to do.
When we figure out what we are trying to achieve then we can figure out the most effective
model. This is why stats like “Likes”, “Tweets” “Visitors” etc have very limited appeal. If you
think about it logically, for one of my websites, which is Adsense driven, I do not care about my
visitor number as such, I care about how much ads are converting to payments.
If your sole concern is the sale of one of your products then getting 10,000 visitors/ day is not
your prime concern. The stat of “what is my conversion rate and how do I improve that” is.
Every single website going has a goal, an achievement that must be met and what the owner is
trying to accomplish.
1. To get an email address for something
An email address is something of a paradox- it can be completely disposable however it
is also greatly guarded. When we ask for someones email address we automatically put
them into a situation where they are guaranteed to ask themselves “why”. If we give
away something for free we will have a much larger sign up rate for our email system but
those people are only after the free stuff and not the news and information that comes
with your email.
Seems old stuff to talk about, but offering “nothing” for an email subscription is actually
a radically new idea because you are promoting something that people need rather than
what they want: something free. Your subscription rates will drop, guaranteed, but your
audience interaction and their loyalty will increase.
Now email subscriptions can be advertised, in other words, what you have included in
past emails (in a huge long list) so it still promotes the idea that they have missed out on
things but it also invites anticipation to what you might include in future emails.
2. SEO can not be a guaranteed source of traffic so why on earth do we keep on going
down this insane route? To get new people, to get beginners? The problem is, that might
not be the place where people initially go to find out about you.
Last night I was looking around for information on woodworking project, a “how to build
something for stooped people :)”. I looked through Google to get plans, which were
either too poor in quality, I had to pay for them, they missed many steps or the publisher
assumed that everyone has a technical background. I went through Google to places
which seemed like they knew what they were doing, you try and get a flavour if this
website has “you” in mind (I might go through tons of websites to find the right click).
All the SEO in the world will not get my click onto your affiliate/ sales page website and
if it does, then I click out because I don’t want to buy anything…not yet.
So I find a great website (I bookmark) then I clickthrough some links and go to another
website which has just what I want- they get bookmarked to. I can see affiliate links, but I
don’t click on them because I don’t want to buy anything now. I also don’t really apply to
their Twitter/ Facebook feed- I don’t want to constantly know about the website, or keep
up to date with it. I found my plans.
Now I go to Youtube and see how it is made- would have been nice to find a video on the
Now remember that my first initial impression “was this the right site for me?” The site
knew who was going to click on its link- it knew its audience. SEO didn’t really make too
3. I look at “best of”, “most favourite” “top posts” all the time. Did you know that the
most promoted and spread number is 10? Like “10 ways to improve…” For it gives me a
few thoughts: 1) I like a good read and if I click on this link then I will have a little time
on the website (which helps placement) so my time isn’t wasted- I usually don’t click on
“4 ways to…” articles etc. 2) It gives me many more options that I subconsciously assess-
I know that the person who has written the article more than likely has gone into a little
bit more depth and found out more than most, some points might be odd, but I want that
choice. 3) I will also promote and bookmark something which has more in it.
4. I will read something after my Internet has been turned off. Either through my
computer or iPad I will check out pdfs etc. I might go back to a website/ page if that
content is sufficient enough for me to do that. I bookmark great pages/ sites but once I
have found what I am looking for, why should I go back to that website?
Number 4 is the main issue, the hook, the reason of continued visitations. Youtube is only good
because it has what people wants and the whole idea of it promotes constant visitations. You
want to look at a music video? There is more than 1 option to choose from and it is extremely
quick to find something if you don’t like your first pick. Heck if you know a song is 4minutes
long and the video shows 1 minute, you don’t click.
Niche products have the issue that they can become stagnant very quickly- and are prone to
the one off sale. Leaving you a problem. You have to promote all over again for another product-
unless you get the email list of people who bought from you! Then you promote to an audience
who were only interested in one thing and their other need (your new product) has probably been
Lets take an example of the headache ebook. “Simple easy remedies
to remove your headache.”
Seems like a great ebook…everybody has a headache right? Also think about that often worn
saying “take away their pain”.
Yep, and most people do one of a few things:
1- use medication
2- goes through the pain and it might wear off
3- has already found their “own treatment method”
4- drinks more water, headaches are usually a sign of dehydration.
Hmm…your ebook has now where to go right?
Yes and no. If you aim for headaches then your are going to have one yourself trying to cut
through all the issues.
Niche is always a good idea…but are people really going to spend a lot of money on a book that
removes their headache?
Subconsciously they know they might have to buy something and heck, they probably have read
everything on headaches anyway (if it is that bad they have seen a Doctor or have done Dr
But then that gives us an idea.
They probably have tried Dr Google.
What if we turned our ebook into a webpage, chock full of information and ideas, pictures and
maybe even a video?
Then we moniterise by Adsense.
Why Adsense? Because for “headache” we get around $4/ click (50% of $8 which the advertiser
pays)…which is not bad at all.
Now we go on a promotional tour, finding all those websites that are at the top pages of Google
and contribute to their forums, and even do a guest post. We are using them but not abusing
them. We have to add good content to the host website to get residual something back in return.
Did you know that Guest Posting increases the share of the content- more so than the owner of
the website? It seems to be an unsaid endorsement, with the owner stating “here is something I
have found cool, what do you think?”
Now our ebook has turned from a one page sales site to a niche topic website about all
different types of headaches being sponsored by Adsense. For follow up products, we figure
out where our visitors are clicking on (the Adsense ads through a heatmap tool like Crazy Egg)
and affiliate out that advert ourselves and remove the Adsense advert- obtaining a larger
percentage of revenue because we NOW KNOW what people want. It would have been much
harder to accomplish this scenario if we chose to solely promote an ebook. We would have lost
money (through Adwords) and we would not know what “back end” product our subscribers
would have wanted because we already solved their problem through our low priced ebook.
You see not every product is designated “ebook status”, in other words, some topics are
designed to be web based. The consumers that want it usually want it now- and that doesn’t
necessarily mean buying an ebook on whim that it might work- that rarely happens. A post on
LDENetwork actually covers this in detail, you can find it here: 5 ebook Super Myths.
The funnels are required, but sometimes we have to tweak with the
The funnel works in the way that the more people you have coming into it the better. But for me,
the funnel can be interpreted in many different ways.
We have all heard about the funnel. It works on the basis that you throw in loads of customers
at the big top of the funnel then they filter down. Some may buy from the start but as you go
down the funnel “customers” get thinned out to those who really want your stuff and become
Some people interpret the funnel as a system where a lot of people will buy the basic products at
the top, but the further you go down the less the amount of people will be buying the bigger
This type of funnel only works if all the processes are in place for your designated outcome:
1. More subscribers?
2. More people to improve profits etc
3. Loyal and informed customers who trust you. The higher the price you go the more
interaction and information is required to convert a partial amount of those customers to
Throwing a load of people into a funnel which is cracked is obviously leaky. And it is also an
odd way of working.
You spend most of your time on promoting the funnel process and less time on actually
where those people land up- especially if you have preloaded emails which can age.
The people who promote this method are the following:
1- have money to promote the inputting of prospects into the funnel
2- have huge list which they already built up using methods explained earlier- unfortunately the
“machine” has got quite big and needs feeding to keep it going. It is expensive and works only
3- all the steps work, and they know it. It’s a numbers game, more people in more cash out,
forget about content- just release enough to keep the brand going (and to prove that you give
stuff away for free- in the disguise that if this is free what will be in the newsletters?)
The Second Funnel
Seth Godin came up with the notion: what if you turned the funnel on its side? Then it becomes a
megaphone. Your customers now become your marketers- the best marketers because they are
not paid to market for you. That funnel system is what is wrong with many people who promote
a product- they don’t particularly get out of the way so that people who have bought from them
can actually promote them as well.
Then you have the need for the funnel when picking a product.
In the case of Seth Godin, he is the product, speaking and paid books bring in a healthy revenue
stream, so why break that? If he can give enough quality products away for free (with no email
subscriptions) then that promotes Seth as a person, which then brings people to his website and
links to his books. It provides interaction because he is not directly asking for anything for your
time, but what he wants more is your attention. Every daily post is spread regardless of size and
regardless if people understood the message.
But as the Internet is about connectivity between people then surely we should be getting out of
the way of connections and interactions…and how do we do that? With multiple barriers our
message is stopped from spreading- regardless of what that message is- whether it is an ebook,
music file, or video.
The 5 most common barriers to stop our message from spreading?
Email subscriptions for access
Paid subscriptions to an article which only gives you half of the message
Trial products with everything blanked out. For example music software which stops you
from saving your work- surely the best people to promote your product are the ones that
say “check this out I used XYZ to create it”
Poor quality, user experience/ design.
Not realising how people spread the product in that industry. If you want to spread a
video you embed your Youtube video on your website. If you want to spread a free bit of
software you don’t ask people to send an SAE and then you send them out a 3.5inch disk.
The Third Funnel
What if you turn the funnel on its head? You see, product picking is not about the initial product,
it is about the future products. LDENetwork has figured out 27 strategies to picking a product-
including the initial product and future products. It can be found here.
Money is in the list? That seems to get bashed down our throats every single day. But what
marketers fail to mention is that the nicher the product the less future sales that you can make,
unless it is a product which needs yearly updates.
Case in point.
I chose the niche: Feline Diabetes. A great subject, very niche and very little competition. I
found a cat diet/ cat health ebook (about $17) easy sale I thought.
Well it was. The only problem now is what do I sell again…again and again? Some people
would go down the medication route but I have no knowledge of that (I want to be
knowledgeable in the subject or else my loyal readers will go away. I do not want to just give out
information to make a dollar).
Cat food? Unless it is really discounted and you link to a CPA, people will just go to Walmart.
Cat beds and other cat hard goods? Maybe but then is that initial audience truly targeted?
And that is the case for flipping the funnel on to its head.
You can be as niche as you like but if there are no additional products in the future or there is no
way to diversify then you are going to have problems.
This is why Internet Markters become so rich after the fact of getting money in through their
initial niche- which happens to always be a large niche anyway.
Internet marketing newsletter signups want Internet marketing information that works and many
will pay good money for it so there are plenty of good (and awful) products around. The most
wealthy have the larger lists- they follow the first funnel theory. Internet marketing as a subject
is a great yet very competitive niche and the only way to succeed is to prove what you have
done, or prove that the product works, then tell a few named individuals.
But Cat Diabetes? Sure you may own the niche, but heck, it isn’t going to make you rich by any
stretch of the imagination. And it sure isn’t going to give you the most profitable aspect of sales-
the back end product sale.
Always have more than one product to promote. This is fundamental in the fact that “how about
if one was a poor seller?”
Remember that Internet guru who was potentially making $1k/ month? All he did was just pick a
product at random and then promoted it.
Now what if that product gave you $24 commission wouldn’t that be great?
Yes and no. What if an equally good product gave you $47 commission? Nearly double the
commission for exactly the same work. But you would have never have found that out because
you picked a random product. How about if you had a product that gave you $15 commission
but had an insane conversion and retention rate?
Lets check out the easy maths:
$24 commission, 2% conversion rate: $48/ 100 customers
$47 commission, 2% conversion rate: $94/ 100 customers
$15 commission, 7% conversion rate: $105/100 customers
Now what if it costs you through Adwords, $0.50/click which isn’t far off. So for every 100
people who click it will cost you $50.
$24 product: negative $2
$47 product: positive $44
$15 product: positive $55
Marketers never count on one product. And they never count of one product that they know little
about. They know about their products.
Walmart never counts on one product. They have many, but they test. If a product is selling,
they will keep it. If it doesn’t sell then it is gone (shelf space is prime “real estate” and vendors
pay handsomely for Walmart shelf space). So why keep a loser?
On CNBC there is always a program about how Costco chooses its products. The Costco toy
program checks out tons of toys and only picks a few. Now they don’t pick on gut feeling, these
people eat live and breathe toys- they know the market and they have been to the fairs and
conferences. They have a really good idea of what will sell or not. The testing has been done for
So what about you?
You test. You need a steady flow of traffic, or Adwords to guarantee a certain number of people.
Then test the initial offer/ email promotion. Does that work, or does a lower priced product
convert better? Which one converts the most (clicks to sales)? Which one could be the follow up
product? Does one naturally lead on from one to the other. In other words can one be tweaked in
your promotion that it is a more advanced version? In the above example, could you sell the $15
product and have the $47 product as your backend?
I do not know, I do not know if that would work, but do you know what. No one knows if it
would work until you actually tried it out.
But when promoting more than one product and you have no idea what it is like, both could
quite realistically have exactly the same information, but just worded differently. That will not
make you a good reputation.
The funnel theory is great but each one can not be taken in isolation.
It is all too easy to say “go social!”
It is very easy to say “increase your traffic into your funnel”
It is also simplistically simple to say “promote an ebook with an autoresponder and see the
money flow in”.
Sometimes life and online just does not work that way.
The 7 guarantees of funnels:
1- Your funnel is multidirectional, it depends upon a large range of factors and what ever
comes out of the end of it is directly reliant on what you put into it- at each part of the
2- Each factor in the funnel has its own broad range of factors that affect it. So “going
social” means not too much. On LDENetworks website it talks about Seth Godins social
stats and how Twitter seems to get communicated much more than the other social
networks. If he never had the Twitter share button, he would be missing out on a
minimum of 1000 shares/ day. Would that work for you? Might, might not. A medical
practice just started to use Facebook as their “newsletter”. Unfortunately no fans and no
subscribers. Why? Because most of their patient base is older. What they need to do is
target the children (40-60 year olds) of those patients.
3- If you have no idea what is going into the funnel from where then you can not increase
or decrease your time and energy on that section
4- One sales page will not get the desired outcomes that you want from the paid
methods that you employ. A one page sale letter will produce sales if the prospects are
already wanting that product you are offering- they have already been warmed up by
someone else- presold. Adwords produces “online window shoppers” that check out your
product, then go somewhere else and then go back through a link to your website.
Adwords gives you an idea if people are looking for your product/ idea that you are
promoting, not necessarily who wants to buy it, because they would have bought it right?
5- A great post that is chock full of information is better spread than a sales page. A
sales page will only get spread if it really worked (over sold) for the person who bought it
because they will be concerned that the shared product might not work for someone else
and now their reputation is on the line. This is the downfall of affiliates.
6- If you can not get people to buy your product now, then why on earth promote through
7- No-one really wants your product that badly. Unless it can really do something that is
really going to help- or it is a disposable product where their time won’t be interrupted
8- Don’t assume that people know what you want- have a designated audience and try to
figure out how they are going to get to you. An ebook might be simple and easy to create
but is it a medium which your audience would like and know how to use? We assume so
much online because we are surrounded by other people who are trying to do exactly the
same as you- without thinking of the audience. There was one author who went to a
conference as a speaker. They asked the audience who was there to buy something. None
put up their hand. Then the speaker asked “who is trying to sell something”…they all put
up their hand, every single one.
Point 7 is really the point I want to drive home. Don’t bet the bank on your product- whether
it is an email subscription, ebook or music file. If you are enjoying what you are doing create,
put out, create. Then take time out to promote your products and website.
Please note: creating content, SEO’ing the living daylights out of it, releasing it on your blog
and sitting back to watch the traffic come in, will not do anything. The process is long and
drawn out. When people respond to your content and buy what you are promoting then you
can assess to see whether actively promoting through paid means will increase your bottom
The Internet is not a “fire and forget” method of content promoting, it is a constant drawn out
issue because you and your website can be contacted all the time- you are not now making
Please feel free to comment, ask questions and leave feedback at “27 Strategies To Discover
The Best Affiliate Products That Sell” main page: http://www.ldenetwork.com/27-strategies