Having a nice looking website is great – but if you are not able to lead your prospect down the right path they will never become a customer / client. How to build a sales funnel within WordPress. A sales funnel is a structured method for developing products and/or service offerings at multiple price points, designed to entice prospects to first divulge their contact information, then make an initial purchase, followed by additional purchases. The Marketing Funnel, done right, maximizes the lifetime value of a client.

1. Building a Sales Funnel
(That Sells)

2. A Little About Me….

3. So what exactly is a
Marketing/Sales Funnel?

8. A structured method for developing
products and/or service offerings at
multiple price points, designed to entice
prospects to first divulge their
contact information, then make an
initial purchase, followed by additional
purchases. The Marketing Funnel, done
right, maximizes the lifetime value of a
client.

9. Some interesting facts…
If you follow up with a web based lead in
within 5 minutes, you are 9 times more likely
to convert them.
The Best Time to email prospects is between
6:00am - 3:00pm
In 2007 it took on average 3.68 cold call
attempts to reach a project. Today it takes
at least 8 attempts.

10. Some interesting facts…
Email Marketing has a 2X higher ROI
than cold calling, networking or trade
shows.
A Nurtured Lead makes a 47% larger
purchase that non-nurtured leads.

11. Why do people buy
things?
Gain
Fear
Pride
Value
Imitation

12. The Sequence in Critical
Just like Dating….

13. Consists of ‘just’ 5
Things
1) The Lead Magnet
2) The Tripwire
3) Core Offer
4) Profit Maximizer
5) The Return Path

14. The Lead Magnet
The purpose of a “Lead Magnet” is to provide an
irresistible bribe that hits your target market right
between the eyes and compels them to give their contact
information in exchange for the promised “bribe.” The
Lead Magnet needs to be specific, actionable and provide
value beyond what would typically be expected. (In other
words, boring “me too” whitepapers don’t cut it.) Since
the lead magnet is typically the start of the funnel, it’s
also usually the highest leverage point.

15. The Welcome Mat
Offer
Once a customer has taken out their wallet, they're far
more likely to leave it out and continue spending money
with your company. You want to engineer your offer(s)
to maximize the number of front-end conversions by
keeping the price-point as low as possible. This is what
the "Tripwire" is all about. A "Tripwire" can be a premium
(i.e. a football phone or other gadget) or a low-dollar
report or book, but it's typically less than $20 and is
oftentimes offered for free with some form of shipping
and handling charge. The key is, a monetary transaction
must be processed...even if it's just $1.

16. The Core Offer
The core offer is the flagship product or service that
your company is ultimately trying to sell. This is what you
are known for, and this is where most of your time and
energy is focused.

17. The Profit Maximizer
Whether it's an upsell (offering someone more of what
they already bought) a cross-sell (offering them a
related product or service) or a subscription (offering
them access to a club, community or association), every
offer needs something on the backend to increase
immediate average customer value and overall engagement
with the buyer. Because while a buyer is good, a multi-
buyer is even better.

18. The Return Path
Thanks to the lead magnet offer, we now have the ability
to go back to non-buyers and put them into a followup
series to increase initial conversions. Equally important,
we also have the ability to go back to our buyers who
didn’t purchase everything in the sales funnel (i.e. tripwire,
core offer and profit maximizer) to increase the
average customer value. From “Soap Opera Series” to
“Survey Funnels” and even exit offer technology, you
need to have proven campaigns in your “bag of tricks”
that you can deploy to generate additional revenue from
the traffic and leads you’re already receiving.

19. Will this work for you?
• ACCELERATED LEARNING
• LINKEDIN
• WEIGHT LOSS
• SELF-DEFENSE
• FLOWER ARRANGING
• CAREER ACCELERATOR
• RECOGNITION PLAQUES
• MMA GEAR
• ESSENTIAL OILS
• HR TRAINING
• MENU PLANNING
• VEGAN HEALTH
• FAMILY COUNSELING
• DIETING
• CONTRACTORS
•INSURANCE MARKETING
• ECOM ART STORE
• ECOM PRINTING STORE
• COLLEGE PLANNING
• PITCH TRAINING
• TRUCK LINER
• FERTILITY COACHING
• WOMEN’S EMPOWERMENT
• WEALTH COACHING
• FINANCIAL PLANNING
• LOCAL MARKETING
• LANGUAGE COURSE
•IT SERVICES
• DENTAL PRACTICE
•INTERIOR DECORATING
• PRODUCTIVITY COACHING
• RESUME SERVICE
• SAFTEY TRAINING
• RISK MANAGEMENT
• FIREWORKS ECOM STORE
• WEBSITE SALES
• STOCK TRADING
• ECOM YOGA FOOD STORE
• SLEEP SOLUTIONS
• KITE SURFING
• TAX PREPARATION
• FENG SHUI
• HORMONE TREATMENTS
• LEAD GEN
• PHOTOGRAPHY
• REAL ESTATE AGENTS
• REAL ESTATE INVESTORS
• VIDEO SERVICES
• SURVIVAL GEAR
• TENNIS TRAINING
• YARN & KNITTING
• KUNG FU
• MUSCLE BUILDING
• DANCE INSTRUCTION
• RELATIONSHIPS
• SPORTS INJURIES
• DATING
• UI DESIGN
• MATCHMAKING
• BRAIN TRAINING
• COMMERCIAL REAL ESTATE
• PLUMBING ECOM STORE
• PERSONAL DEVELOPMENT
• CONSULTING SERVICES…

20. Some Must Have Plugins

21. What is a lead magnet?
A small “chunk” of value that solves a SPECIFIC problem for a
SPECIFIC market that is offered in exchange for an opt-in.
Lead Magnet

22. The Welcome Mat
Offer
Offers immediate gratification (no multi-
day email courses, newsletters, podcasts,
etc…
Has a High Perceived Value
Has a High Actual Value (contains an “aha”
moment
Can Be Consumed in 5 minutes or less

23. The Welcome Mat
Offer
Offers an ultra-specific solution to an
ultra-specific market
Promises 1 “BIG” thing (As opposed to
a lot of little things)
Speaks to a known desired end result

25. The Welcome Mat
Offer
An irresistable, super-low-ticket offer
that converts prospects into buyers!

26. Once a customer has taken out their
wallet, they're far more likely to leave
it out and continue spending money
with your company. That's why you want to
engineer your offers to maximize the
number of front-end conversions by
keeping the price-point as low as
possible.

27. A “Welcome Mat Offer” can be a premium
(i.e. a football phone or other gadget)
or a low-dollar report or book, but
it's typically less than $20 and is
oftentimes offered for free with some
form of shipping and handling charge

28. The key is, a monetary transaction
must be processed...even if it's just
$1.

29. Welcome Mat Checklist
✓Low barrier to entry / impulse buy
✓Easy to understand and explain
✓Seamlessly leads to the core sale
✓Useful but incomplete
✓Brings Credibility
✓Has a high perceived value
✓Has a high ACTUAL value (positive first transaction)

30. Types of Welcome Mat
Offers
Physical Premiums

31. Small but critical

32. Book or Report

33. Ala Carte Service
Software / Plugin
Webinar

34. What’s the one thing you can tell or
show someone that will make them say
“WOW”
If you had 2 minutes to impress
someone, what would you say, show
or give them that would blow their
mind?
2 Questions to ask when developing
your Welcome Mat Offer

35. The Core Offer
The core offer is the flagship product or service that
your company is ultimately trying to sell. This is what
you are known for, and this is where most of your
time and energy is focused.

36. Has to be an
Irresistible Offer

37. The Profit Maximizer
Whether it's an upsell (offering someone more of what
they already bought) a cross-sell (offering them a
related product or service) or a subscription (offering
them access to a club, community or association), every
offer needs something on the backend to increase
immediate average customer value and overall engagement
with the buyer. Because while a buyer is good, a multi-
buyer is even better.

38. Types of Profit
Maximizers
Immediate Upsells
Cross-Sells
Slack Adjusters
Bundles & Kits
Value Buckets
Line Extensions
Affiliate / CPA Offers
Premium Subscription

43. Affiliate / CPA Offers
It Doesn’t Have to Be Your Product!

44. Recurring Billing

45. The Return Path
Thanks to the lead magnet offer, we now have the ability
to go back to non-buyers and put them into a followup
series to increase initial conversions. Equally important,
we also have the ability to go back to our buyers who
didn’t purchase everything in the sales funnel (i.e. tripwire,
core offer and profit maximizer) to increase the
average customer value. From “Soap Opera Series” to
“Survey Funnels” and even exit offer technology, you
need to have proven campaigns in your “bag of tricks”
that you can deploy to generate additional revenue from
the traffic and leads you’re already receiving.

46. Constant Strategic Communication
Automated Followup
Exit Offers
Banner Retargeting
Custom Audience Marketing

47. Make sure you broadcast your email list
at least once a week!

50. To Receive Several
Checklists to get started
with your sales funnel -
Text:
SalesFunnel (your name &
email) to 38470

52. Questions / Comments?
Dan Kaufman
@danielrkaufman
616.633.7117
dan@danielrkaufman.com