The conversation in my Digital Marketing Strategy Facebook Group recently turned to marketing funnels recently so I wrote up a little framework on creating the introductory funnel that people land on when they first join my list. If you’re looking to create your first funnel for list building, I hope this framework helps.
Since my writing is incredibly terrible in this photograph (ha!), I’ve typed out the process below, too.
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This is the typical template that I use for building out my funnels. This is my usual intro funnel — the first funnel that people land on after they join my list. I used five e-mails here because it’s what I had room for on the paper but you can do as few or as many as you wish.
The goal with the intro funnel is to build the know, like and trust factor, introduce yourself and your story and create a slow and steady way to walk someone through your offers.
When I’m writing these e-mails, I keep one person in mind (my favourite client, for example) and write as though I’m writing to a good friend. I prefer to write casually and without being too rigid but you’ll need to find what works best for you and your audience.
The first e-mail in the series is sent immediately and is a “Hey! Thanks for being here. I know you and your struggles and here’s my story about why I came to support people just like you.” aka, the relatable message so people know they are in the right place. There shouldn’t be an offer here and this is a good time to ask a question about their struggle.
The second e-mail should be along the lines of, “Wow! I’m grateful for the community’s questions and for everyone sharing their struggles. Did you know that I have “FREE OFFER X”? I’d love for you to check it out and don’t forget to connect with the community on social here [include links].”
The third e-mail should continue to weave in your WHY story (why you do what you do) and follow-up with them to see if they’ve checked out your freebie / free offer. Point them out to a few different resources that you have (that are still free) and continue to make them feel seen and heard.
Fourth e-mail should be an invitation to go a bit deeper with a paid but low-cost offer. Don’t forget the story! Connect, connect, connect.
Fifth e-mail would be the “Where to go from here…” style of e-mail. Point them out to a few different things that make sense and then, from there, they’ll jump on the next list and the next funnel that’s more specific and geared to that specific offer.