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What is a sales funnel

Creating Clarity Newsletter #005

Yo! 👋🏻

Everywhere you look it’s, “Sales Funnel. Sales Funnel. Sales Funnel.”

Every time I hear the words Sales Funnel I think of this:


So. What is a Sales Funnel?

At the most basic level, a sales funnel consists of three parts.

  • A Lead Magnet
  • An email marketing system
  • Emails

🧲 The Lead Magnet

The purpose of a lead magnet is to provide something of value in exchange for an email address. Lead magnets A.K.A. optins, lead generators, can come in many forms.

  • Ebook
  • Quiz
  • Checklist
  • Video Series
  • Masterclass
  • Chapters to a book
  • And more…

A common pitfall of lead magnets is providing something YOU think is important for prospects to know vs. what prospects need. For example, a brochure about your business is not something your prospects need.

📢 Email Marketing System

Once someone downloads your lead magnet, you need to send it to them. The easiest way to do this is via an email marketing system. An email marketing system allows you to capture emails, add them to a database, and send emails automatically.

There are two areas where people get stuck with email marketing systems.

  • Which one to choose?
  • What do I say in my emails?

There are numerous email marketing systems to choose from, such as ConvertKit (I’ve used it), MailChimp (used it too), or ActiveCampaign (the system that sent this newsletter).

Here’s the thing about email marketing systems; the system you choose is much less important than actually using it.

Whatever you do, don’t pick Constant Contact. Just don’t.

✉️ The Emails

We all loath emails, but email is still how business gets done. Email is how you stay in touch with prospects after they’ve downloaded your lead magnet and left your website. Emails are the backbone of any sales funnel.

After someone downloads your lead magnet, you will send an automated series of emails, think 3-5. These emails get written once, loaded into your email marketing system, and sent automatically until you turn them off.

This series of emails is referred to as an email nurture series. Its purpose is to continue the conversation with prospects and drive them closer to a sale.

If you don’t have a sales funnel, get started creating one by following the three components of the sales funnel in order.

That’s it for this week.

Cheers 🍸,


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