Rethink Your Marketing

Imagine, if you will, a funnel that you would use to fill a gas can.

Or a pour-over coffee.

Or a mason jar. (greetings, fellow pickler)

It’s wide at the top to easily capture liquid, and then it guides that liquid into a tighter space as it goes down. A simple, genius device… what did we ever do before funnels?

You may have heard of a “Marketing Funnel”.

A Marketing Funnel represents the stages of your relationship with new customers.

It takes the same shape as your gas can funnel – you start with advertising to a big audience at the top of the funnel. It’s wide because the volume of people you’re talking to is the largest.

As the relationships get more serious, the size of the audience gets smaller and they move down the funnel, until they become first time customers, then repeat customers, and then evangelists on your behalf.

A lot of businesses are good at one part of their funnel, but few are strong from top to bottom. You might be good at mass marketing, like email or social media, but have a tough time closing deals over the phone, or getting people to take the next step of the relationship.

Or vice versa – get someone on the phone and you’re a regular Big Tom Callahan (in other words, you could sell a ketchup popsicle to a woman in white gloves), but you’re terrible at social media.

However, if you can dial in every step of your funnel, you will have what I call a Marketing Machine – where you put in one dollar at the top, and spit out two, three, four dollars out of the bottom.

A good marketing funnel can transform your business.

P.S. – This is from Trail 6 of Profit Hiker: 11 Trails to gain lasting elevation in your business. Find the book right here and the program over there.