Today I want to begin to share with you the most reliable and predictable way I know to engineer a wildly profitable marketing funnel.

It’s a process that’s been developed, honed, and darn near perfected over the last 24 months as I’ve personally guided the engineering and release of well-over 370 marketing funnels. Not including my own.

With many generating tens of millions of dollars. And dozens generating six and seven figures.

The process I’m referring to is the exact framework I teach our coaching students here at MFA…

It’s the exact framework I use when designing my own marketing funnels…

And, it’s the exact framework used by my team when we design and launch funnels for our agency clients paying us tens of thousands of dollars.

I’ve named it: The E5 Funnel Architecting Framework.

Here’s how it works…

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It’s made up of five stages. Each stage titled with a word beginning with the letter E. And each stage being implemented in consecutive order at the appropriate time. (More about that later in our series.)

Today, let’s look at the first stage…

Stage #1: Examine

This, arguably the least sexy of all stages, is where the magic truly begins when engineering a profitable funnel.

Because it’s here… in Stage #1... where we uncover the most valuable, most insightful information needed to create a remarkably profitable marketing funnel.

Frankly, I don’t believe a marketer can craft a powerful, sales-inducing funnel without being aware of what this stage uncovers.

Not, unless they get lucky.

It’s in this stage where we lay the foundation for everything else we’re going to include and do with your funnel (i.e. the other four stages).

We start by examining:

1. The Prospect

We examine the prospect to understand their wants, emotions, and beliefs.

This, so we uncover the emotional hot buttons and triggers necessary for presenting a compelling sales message.

And, so we recognize what the prospect already knows and believes about their problem, about the ideal solution, about your product, and about your competitors. (This is critical because all profitable marketing funnels begin with the prospect’s existing beliefs.)

To aid your examination of your prospects, ask:

What do they think and feel?

What do they already know and believe?

And what have they always wondered about, wanted to know, or better understand?

2. The Product 

We examine the product, even if it’s your own, to help identify the Primary Promise, the Unique Mechanism, the product USP, the functional benefits, the dimensionalized benefits, and the assets you’ll use to create a truly irresistible & superior offer.

3. The Competition

We examine your competitors’ marketing to understand the promises, claims, benefit statements, mechanisms, positioning statements, and offers that have already been used and presented to the market.

This is critical because it demonstrates the level of Marketplace Sophistication.

And, it’s only with the proper use of this information that you can ensure your marketing funnel message is viewed by prospects as different, unique, new, and fresh (e.g. something worthy of engagement).

And, it’s only after ample time spent in the Examine Stage — uncovering the necessary insights and information needed about your prospect, your product, and your competition — should you even begin to think about moving to the next stage in the development of your funnel.

In Part 2 of our series I’ll tell you all about Stage #2. And, share the most important part of setting-up any big-money marketing funnel.

Stay tuned til tomorrow. 🙂


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