We’re in the homestretch of our series on the E5 Funnel Architecting Framework.
From our first three essays, you should now, at least, understand the following:
1. Before writing a single word of copy you need to thoroughly examine and understand: the prospect, the product, and the competition.
2. The foundation of every wildly profitable marketing funnel is a new, unique, compelling, interesting, and arresting idea. A Big Idea.
And every Big Idea needs to be followed by an airtight sales argument — a marketing message designed to establish the necessary beliefs your prospects must have in order to buy. We call this your Funnel Thesis and Thesis Sub-Beliefs.
3. When launching a new marketing funnel we begin with a Minimum Viable Funnel (MVF). This allows us to test the four core elements that make or break every funnel. And test them quickly with little financial risk.
As discussed in part three of our series: As long as the test of our MVF brings a minimum return on investment (ROI) of 50%, it’s time to move on to…
Why Some Funnels Produce Millions… And Yours Doesn’t
Sick of getting emails or seeing Facebook posts about other marketers whose marketing is crushing it for them? Don’t know why yours isn’t… or what you’re doing wrong?
Stage #4: Enhance
Here, we begin by adding one ore more upsell/add-on offers and a prospect follow-up email sequence to your MVF.
Then, we re-test the funnel with additional traffic.
When done correctly, the addition of these two elements will give you a hefty jump in ROI.
If they bring you enough of a jump in ROI to bring you up to break-even (or profitable), fantastic. We then move on to Stage #5 of the E5 Funnel Architecting Framework. (We’ll talk about how to do that tomorrow in our final part of this series.)
But, what if the addition of the upsell/add-on offer sequence and the prospect email follow-up sequence does NOT bring you up to break-even or profitable?
That’s when it’s time to begin to “enhance” the funnel through optimization. Which begins by identifying the “funnel constraint”.
The “funnel constraint” is the one stage of the funnel that is the weakest link. It’s the stage that… if “enhanced”… would have the biggest positive impact on the overall funnel performance. On, the ROI.
So, how do we identify the funnel constraint?
By looking at the four optimization metrics discussed in Part 3 of this series:
1. Optin Rate
2. Sales Conversion Rate
3. Order Form Conversion Rate
4. Upsell Take Rate
Identifying which of these is the weakest link is an essential step. Because “enhancing” any other piece, other than the funnel constraint, will not lead to the biggest possible improvement in ROI.
Once we’ve identified the funnel constraint, all of our optimization efforts should be focused there. Until we’ve eliminated that constraint.
As we go through this enhancement process your ROI will rise to where it needs to be so we can move on to Stage #5.
And… here… is where your entire world as a marketer changes. It’s where your focus changes. Your effort changes. Your income changes. And your business enters a unique and exciting stage.
That’s what we’ll be discussing tomorrow in our final part of this series. So, stay tuned…
