If you really know your topic, you need to share it. So on the one hand, you need to be what I call “prolific”.
That means that you need to be constantly creating something new for your customers and prospects. Always writing and creating new material, both education-based marketing (EBM) and new products. Always developing new and interesting funnels that bring value all along the prospect’s journey to becoming a customer.
On the other hand, however, you also need to be a finisher. Don’t allow yourself to jump to something new before you finish the first thing, especially in your marketing campaigns.
Instead of jumping from one idea to another, in this case, you’re better off taking a single funnel and bringing it to full completion where it’s totally dialed in. Make it a truly complete funnel, where you’ve got all of the extra elements, including the matched messaging, and a clear broadcast of your voice.
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You’re better off having one totally dialed-in funnel than three partially completed funnels. It truly only takes one dialed-in customer acquisition funnel to radically change a business. I’ve seen it time and time again. One funnel like this – just one – really can radically change a business.
Dial in your funnel
Have you ever noticed how some of the internet “gurus” will seemingly go away for a while? They’ll do a launch and then you won’t hear from them for six or seven months. Then they’ll come out with another launch.
Sometimes it’s because they need the money. They don’t have a way to consistently acquire customers.
But sometimes it’s because they are rolling out a new funnel. When it seems that they have disappeared, it’s that they’re dialing in that funnel and they’re really going the distance.
As an example of someone who does this well, take a look at Mike Filsaime and Andy Jenkins. When they come out with something new you can see that they’ve gone the distance.
There’s really no stone that they’ve left unturned. When they create their funnel, they’re not just throwing it up online and then leaving it.
Start – but don’t end – with a minimum viable funnel
That doesn’t mean that you don’t start with a minimum viable funnel. None of what I just said negates the whole minimum viable funnel. It just means that you don’t go from the minimum viable funnel to the next step and then leave it, and move on to another funnel.
You don’t want to try to have five different funnels without making sure that you have dialed in the first one.
Rather than starting a new funnel, a marketer would be better off saying, “Hey, I’m going to put in a specialized message for this segment of my list,” or “I’m going to put in a specialized message for that segment of my list.”
The reality is that this does take more work, of course, and that is always a good thing.
Why is that a good thing? Because the majority of marketers simply won’t do the work to dial in that first funnel before moving on to the next one.
And if they won’t do it, that’s another reason why you should.
So here’s the process, in a nutshell:
- Take your great idea and test it in a minimum viable funnel
- Dial in the funnel until it is totally on target
- Fill out the rest of the funnel and then crank it up
- Once it’s really working and making you money, THEN go on to your next idea and funnel
Remember, the difference between very successful and less successful people is that very successful people are willing to do the things that less successful people aren’t willing to do.
Which type of person (or marketer) are you?
