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Secret #11: Book Funnels

If you compare today’s McDonalds burgers with the ones from 10 years ago, did you notice they’ve shrunk? Like Big Mac was really big. Either that or I’ve grown so much in size. When I was younger, I actually ate it like 2 cheeseburgers: the first cheeseburger is the top bun, top patty, middle bun. And the second cheeseburger is kinda incomplete, it was the bottom patty with the bottom bun (I’m not sure where exactly the cheese are but that’s not my point). My point of telling you this is, I’m reluctant to swallow a Big Mac if I can’t bite the whole bun top to bottom. It’s easier to eat something big if I break it down.

What’s my point? If you are an expert in a particular field, and put all your knowledge into one ultimate course, you’d have to price it above couple of thousand bucks. If you go to 10k random people on the street and ask if they would pay for your $10k course, maybe one person would say yes.

But, if you break your course down into a couple of offers, some of them will sell really well to this same group of strangers. These are usually the no-brainer low-ticket offers. And if you continue delivering value to these buyers, eventually they’ll buy something slightly more expensive from you, and eventually you’ll have more people that would have paid the complete $10k at the end. You’ll probably have 10 people out of this 10k strangers instead of just 1.

Today, we’ll talk about a funnel that’s aimed at selling a no-brainer, low-ticket offer. This is called a Book Funnel. Usually, you’ll sell a free book through this funnel, provided your audience covers for shipping. You don’t always have to sell a book with a Book Funnel, you can also sell Swipe Files, Templates, and anything that is low-ticket to your market.

The first page is the sales page. On the left side of the page, you tell your story through a video and make the offer for the product. On the right-hand side of the page, you have the 2-step order form. The first step of the order form allows your customer to enter his email and shipping address. As soon as he clicks submit, the second step will appear, asking for credit card information.

After someone purchases from you, they’ll be taken to page 2, the upsell page. Now, for e-commerce, usually we just sell more of the same thing. But for info products, don’t do that, because if I want six pack abs, and I bought the workout plan, that itch has been scratched. You have to think in your customer’s shoes: what do I need next? Every problem creates a solution and every solution creates a problem. What further problems will your customer encounter?

Lastly, your customers will land on your thank you page. This is where you congratulate them on getting that amazing offer you have. Also, this is a chance to invite them into your next funnel up the value ladder.

So that’s it for Secret #11: Book Funnels. If you got tons of value from just this one episode, you could get so much more with the full original copy of the DotCom Secrets book. The good news is that you can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below. If you’ve enjoyed this episode, be sure to share, download or follow this podcast on Spotify, iTunes, or wherever you get your podcasts from, and I will see you in the next episode.

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