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Marketing Funnels Explained and What Copywriters Need to Know
Marketing Funnels Explained and What Copywriters Need to Know

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In today's market, what is one of the most sought-after copywriting skills that most companies and brands are looking for?

There is more to you than just being able to write great copy... 

A complete and cohesive marketing funnel is also something they are looking for, and you have to understand how it works.

Here in this article, we will take a look at the marketing funnel piece-by-piece. 

You will find dozens, if not hundreds, of different marketing funnels out there, ranging from as simple as an upsell to as complex as an upsell, a downsell, a cross-sell, an add-on, a tripwire, an exit offer, a cart abandonment offers, and so on.

My goal today is to break down the “starter” funnel for you.

First, you need to create a funnel that works before you can start experimenting with funnel optimization...

Let us begin by deconstructing the key components of a marketing funnel, the purpose and mission of each component, and finally - how they all work together to bring a lead from cold to warm and ready to purchase!

Are you ready to dive right in?

Explaining the Marketing Funnel

To start off, let's define a marketing funnel as simply as possible, and why understanding it as a copywriter is so imperative. The AIDA framework, you probably know it. This framework applies to all sales processes.

The first step is awareness, followed by interest, desire, and finally action! Among the myriad options in the marketing place, this is how you help people from being unaware to actually making a purchase from you.

Rather than being specific, it is universal. What does a digital marketing funnel look like, given this universal framework?

Simply put, a digital marketing funnel is a flow of assets and strategies used to attract visitors, convert them into leads, and nurture them into paying customers. In other words, its goal is to convert eyeballs into clicks, clicks into conversions, and conversions into repeat customers!

Good copywriters need to be aware of this process since the truth is without a funnel that meets your customers where they are and guides them through a buying journey - it doesn't matter if you're the best copywriter in the world.

The most successful brands and businesses will pay extra for a copywriter who knows how to write and strategically map out every step of an effective funnel.

This is how we will break down the basic funnel today: From Ads to Landing Page to Sales Page to Indoctrination Emails to Sales Emails.

Let's begin.

Ads

Every marketing funnel starts with the goal of getting awareness and attention (in other words, getting eyes on your content). The marketing world calls these "impressions" or "views.".

Before people can buy from you, they need to discover that you exist, right?!

To get eyeballs or traffic to your website or content, there are a variety of ways you can do so:

  • Traffic generated by SEO
  • Social media marketing using content
  • Marketing via cold email
  • The list goes on.

Pay-per-click advertising is one of the most common ways to achieve this in direct response marketing. Your prospects will be one click away from discovering your full product offering with these copy pieces.

Paid ads typically have multiple variations with slightly different hooks and angles. Nevertheless, all of these ads are designed to move leads to the next stage of the marketing funnel as soon as they are clicked.

Landing Page 

You want your potential leads to take a step further with you once they have discovered you through your ads so that you may continue to build a relationship with them and move them forward in your funnel.

Your goal is to pique their interest and get them to say, "Yeah, I'm interested in learning more...".

Various methods exist for achieving this, but one of the most common is directing all of the traffic to a landing page (also called an opt-in or squeeze page).

A landing page is technically any page where traffic "lands," but I personally use it to refer to pages designed to convert visitors into leads.

Free assets are often offered in this way.

  • Checklist
  • Cheatsheet
  • Guide
  • Webinar
  • Workshop 
  • Masterclass

Upon receiving their contact information (aka email address), they then proceed to the next area of the funnel.

Sales Page 

Having converted eyeballs into leads, the next step is to try to convert those leads into customers. Your goal is to convert their interest into desire by presenting them with an offer.

A webinar, sales call, or (my personal favorite) a beautifully written sales page would be an excellent way to do this! A money page, you might say. 

Many brands and businesses want to get this one right - simply because it is the page that actually sells the product or service (aka where they actually make money!) 

Despite all the other components of the funnel being important, they don't actually generate any revenue for your clients. If anything, they are actually costing them money! However, the vast majority of your leads will not purchase immediately.

In order for your audience to take action, it's crucial to build desire, trust, and rapport with them.

Copywriters or marketers need to make sure their leads stick around, you don't want holes in your funnel.

A great way to do that after signing up is through.

Indoctrination Emails

The first step in nurturing those leads is to get their email address so you can send them a series of emails referred to as indoctrination emails. By sharing relevant and valuable content, the purpose of these emails is to build interest, awareness, and trust.

As opposed to hard-selling, you want these emails to educate your prospects about who you are and why you can help them. As opposed to hard-selling, your primary objective with these emails is to inform your prospects about who you are and why you are uniquely qualified to assist. 

You can only move your new lead into the next component of your funnel once you have provided them with enough time and content to become more familiar with your brand and values.

Sales Emails

The goal of sales emails is to get a sale (aka taking action). Brands and businesses approach this differently.

When it comes to a new lead - someone who has never purchased from you before - you should send them at least six to ten sales emails, including:

  • A product introduction.
  • You can educate your prospects about its benefits.
  • Incentives and scarcity in one. 
  • Build authority by showcasing social proof.
  • Additionally, overcoming objections and building trust.

Every email you send should have a link or call-to-action that will lead your leads back to your sales page or core offer so they can buy.

So there you go! This is how a marketing funnel is made up. This is what copywriters should know.

Are you ready to put all this knowledge into practice? Make sure you follow the lifecycle of marketing funnels detailed here above.

 


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