A sales funnel is not just another marketing term you can ignore.
I know you’d like to, but once you find out how it can help you be less “salesy” in your day-to-day marketing, you might love me for helping you create one for your business.
(Keep in mind that I hate chocolate but love young adult novels when you want to send me a gift when this completely changes your marketing game.)
A sales funnel is a way to collect leads (people who might be interested in buying your products) and turn some of them into customers.
It’s all about getting the right people (aka, the ones who might buy your stuff) onto your email list and getting them to open and read your emails.
If you can do that, you can set up a sales funnel that works for you in the background of things.
Instead of having to work so hard for each individual sale, you’re working hard to get people onto your list (by giving them something for free that they really want) and then your emails do the work for you.
You set up your emails as autorepsonders once and then each person who signs up for your emails gets them.
A sales funnel can work for any type of business from a life coach to a watercolor artist to a candle maker.
It’s easier to show you what a sales funnel might look like then try to explain it further than that, so I’ve created a sales funnel for a jewelry designer.
SAMPLE SALES FUNNEL:
Business Overview of Indigo and Silver (which is a made up brand for the purposes of this post):
A minimalist jewelry designer who focuses on creating high-quality pieces that can enhance any outfit. Her pieces are more expensive than a lot of handmade jewelry sold on Etsy but her customers see them as an investment and don’t mind spending more because they only buy a couple new pieces a year. Her customers would rather spend more money on one necklace they love, can wear with most of their outfits and will keep for many years than five trendy necklaces that they might not wear again next year.
Opt-in Freebie: Your Capsule Wardrobe Guide
This guide is a free downloadable PDF that’ll help subscribers design their own capsule wardrobe. Even though this doesn’t revolve around jewelry, it works because it grabs her ideal customer’s attention and she can include her jewelry in it.
1st Email: Free Capsule Wardrobe Guide Inside (sent immediately upon opting in)
In this email, she welcomes new subscribers to her list and provides the link to download the capsule wardrobe guide.
2nd Email: How to Avoid the Top 3 Mistakes When Building a Capsule Wardrobe (sent three days after first email)
In this email, she reminds subscribers to download the guide and goes over the top three mistakes women make when building a capsule wardrobe. One of the mistakes is buying pieces that don’t work with most everything else in the person’s wardrobe. Within that tip, she discusses why it’s better to invest in jewelry that can be worn with most outfits and that lasts for years (aka, her jewelry).
3rd Email: The Truth Revealed: What Retailers Don’t Want You to Know (sent five days after second email)
In this email, the jewelry designer gives subscribers a budget breakdown of someone who buys cheap trendy jewelry versus someone who buys one or two quality pieces per year. It reveals that the person who buys cheap jewelry actually spends more or just as much as the person who buys high-quality jewelry on a yearly basis. The difference is that the person who buys high-quality jewelry keeps her for years and years.
This email reinforces the minimalist mindset which tells subscribers that they’re in the right place.
4th Email: The Story Behind Indigo and Silver (sent one week after third email)
In this email, she talks about why she started Indigo and Silver and the main principles of the brand.
People are more likely to buy from brands that they know, like and trust. This emails helps subscribers get to know the brand better.
At the end of this email, she includes three testimonials she’s received from past customers along with a link to find additional reviews.
5th Email: My Summer Capsule Wardrobe (sent one week after fourth email)
She shares pictures of 10 outfits she can create with her capsule wardrobe for that season, and each season, she switches out the content so that it works for whatever season we’re currently in.
She includes one of her necklaces, a pair of earrings and two bracelets with the outfits to show how her minimalistic jewelry goes with it all.
6th Email: Free Shipping Code for Indigo and Silver Inside (sent one week after fifth email)
Now that subscribers have received a handful of emails and have grown more familiar with the brand, they’re more likely to buy something, especially if given a reason to purchase now. The free shipping code gives them the reason to buy now.
Within the email, she includes three testimonials from past customers.
7th Email: Quiz: Are you an Audrey, Marilyn, Brigitte or Kate? (sent one week after sixth email)
Because people love quizzes and she wanted a fun way to talk about jewelry, she put together a quiz that will tell you whether you’re most like Audrey Hepburn, Marilyn Monroe, Brigitte Bardot or Kate Middleton when it comes to fashion. And, at the end of the quiz, she links to jewelry (including her own pieces) that best matches those personalities.
8th Email: Top 3 Best-Selling Pieces of Indigo and Silver (sent one week after seventh email)
One of the reasons people procrastinate buying is because they don’t know what to choose. If subscribers have gone this long without buying, showing them the top three best-selling pieces might help them choose what to buy.
This helps them focus on three choices as opposed to the thirty-five choices in her online shop.
As you can see from this example sales funnel, it’s not all about selling.
You want to mix helpful, entertaining content that your ideal customer will love with sales copy, testimonials and reasons to buy now.
I’ve created a mini workbook (hip hip hooray for workbooks!) for you that gives you a few more notes on this example sales funnel and will help you to brainstorm ideas for your own sales funnel.
Download your workbook right here.
Have questions? Ask them in the comments below.