Are you struggling to market your business and convert leads into sales effectively? It might be time to take a closer look at this "super boring" concept—the marketing funnel. In this video, Kasim dives deep into the natural sequence humans go through when purchasing. From awareness to interest, consideration, intent, evaluation, and purchase, understanding each stage of the funnel is crucial for success.

But it's not just about knowing the stages - it's about creating content that maintains continuity with where the viewer came from and avoiding misinterpreting the consideration phase as purchase intent. Kasim provides tips on how to do just that.

He also reveals the typical weak link businesses have in the marketing funnel so you can avoid making the same mistake. And he emphasizes the importance of building a relationship with customers after the purchase stage.

Don't miss out on mastering this "super boring" concept that can fix your entire business! Make sure to watch the full video and leave your thoughts in the comments below.

Related videos:

🔥 The Holy Grail of Marketing Funnels:   

 • 🔥 The Holy Grail of Marketing Funnels  

💰 Winning the Sale: The Secret Formula to Overcoming High Ticket Sale Objections:   

 • 💰 Winning the Sale: The Secret Formul...  

Unveiling The World's Greatest Customer Onboarding Process:   

 • Unveiling the World's Greatest Custom...  

0:00 This Super Boring Concept Will Fix Your Entire Business If You Master It!

0:51 The framework that helps you with every marketing task you take on

2:50 Awareness

5:03 How, why, and when do people become problem-aware?

9:49 Interest

11:51 Consideration

13:53 Intent

17:31 Evaluation

18:35 Purchase

22:49 The common weak link in the funnel

Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/

💣 The Ultimate Guide to Google Ads for 2023:   

 • The Ultimate Guide to Google Ads for ...  

🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads

on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN

This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/

💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!

Visit https://www.starterppc.com for more information. 🚀

We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!

Visit: https://sol8.com/free-stuff/

💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/

👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

--------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:   

 / @solutionseight  

--------------------------------------------------

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery

--------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

Connect with Kasim here: https://smartlink.metricool.com/publi...

⬇️️ You can find us here ⬇️️:

Website: https://sol8.com/

Twitter: https://twitter.com/solutions_8

Instagram: https://www.instagram.com/solutions_8/

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization...

#googleads #googleperformancemax #googleadsbestpractices

Michael Jordan said, Get the fundamentals down and the level

2

of everything you do will rise.

3

Now, that's an interesting quote

to read and, you know, spew on

4

a YouTube video, but what if you

were to really integrate that?

5

Like, what if we went back to

fundamentals on a regular basis,

6

or at least a semi regular basis,

and made sure to sharpen the saw?

7

That's what I'd like to do in this video.

8

I want to talk about the marketing funnel.

9

And I realize that that's

such an unsexy topic.

10

So much so that I know I'm not going

to get as many views as I should.

11

Because the title alone isn't really

going to capture enough interest.

12

I should think of a good clickbait title.

13

But, I think this is one of the most

important paradigms for you to integrate.

14

it's such a critical framework.

15

And I love frameworks, by the way.

16

Frameworks are just really, you know,

generally very academic, but really easy.

17

Lenses through which to view things

that make decision making simple and

18

the marketing funnel is is one of those

frameworks that if you Use it helps

19

you with every single marketing task

you take on it's a phenomenal utility

20

when, again, when it's fully integrated.

21

So I'll stop selling you on it.

22

Just, just come with me a little

bit on this journey and I'll see

23

whether or not I convince you.

24

The first thing that I want to make

sure that we're just aware of cognizant

25

of acknowledge is the fact that the

marketing funnel is not an invention.

26

nobody created this.

27

It's an observation.

28

It's the logical sequence through

which a human being naturally.

29

Traverses on their way to

making a purchasing decision.

30

And if you wanted to, you could zoom

out and stop calling it a marketing

31

funnel and just call it a decision

funnel and then say it's the logical

32

sequence to which people walk through

in order to make any decision.

33

But because we're in marketing,

we're gonna refer to this

34

as the marketing funnel.

35

Now the stages of the

marketing funnel are, variable.

36

You'll see a lot of different ones.

37

the nomenclature changes.

38

The funnel that I like is

Awareness, Interest, Consideration,

39

Intent, Evaluation, Purchase.

40

Six stages of the funnel.

41

There's three primary facets.

42

There's top of funnel, middle

of funnel, bottom of the funnel.

43

And so because there's six stages,

each of the facets gets two stages.

44

So at the very top of the

funnel you have awareness.

45

And the funnel tapers.

46

Right?

47

So the people that are at the

top aren't all going to move.

48

People at level one, let's say if

awareness is level one, aren't all going

49

to move to level two, which is interest.

50

And not everybody at level two will move

to level three, which is consideration,

51

et cetera, et cetera, so on and so forth.

52

That's why we call it a funnel because

accounts for the dilution that is kind of

53

the natural atrophy of the interest that

you're going to see people experience.

54

Now, I'm going to walk through each of

the phases and then talk about how we

55

use those phases in our marketing, in

our decision making, in our planning etc.

56

the very first...

57

Phase awareness.

58

This is the top of the funnel and what's

interesting is this is what people

59

generally think of when they think

of content creation Like if you set a

60

brand new business owner or honestly a

tenured business owner That's never done

61

content creation If you sat somebody

down who's relatively new to content

62

creation and and you started brainstorming

topics for them They'd go straight

63

to the tippity top of the funnel, you

know, right like what is Google Ads?

64

What is a Google Ads agency?

65

How should you show like it's just

all the stuff it's the 101 let's So

66

what's interesting about the awareness

stage specifically is this is where

67

we serve customers who have yet or are

becoming problem and or solution aware.

68

Now the reason that I think this is

so interesting is because the funnel

69

as a visual doesn't do this justice.

70

This is.

71

Everybody, like if you were to

really visualize the funnel at true

72

scale, it would be this massive,

you know, expanse, almost infinite

73

expanse, the size of the universe.

74

And then it would immediately taper

down because the difference between

75

awareness and interest is is massive.

76

And part of that is because.

77

huge disparity between those

that are problem aware and

78

those that are solution aware.

79

And both problem aware and solution aware

exist within the awareness category.

80

Now, if somebody's problem aware,

it's like, Oh, my foot hurts.

81

I don't have enough money.

82

I can't attract a spouse,

like I'm problem aware, right?

83

Like my foot hurts, but I'm not

yet solution aware because my foot

84

hurts could mean so many things.

85

It could mean diabetes.

86

It could also mean that I'm cold,

there's a million reasons that my

87

foot can hurt and I'm not trying to be

flippant or, waste your time with humor.

88

But, taking things to those extremes

is really necessary from a marketing

89

perspective because you don't always

realize how difficult it can be for people

90

to connect a problem with a solution.

91

And you're working backwards, by the way.

92

You're looking in the rearview mirror

and saying like, I have this perfect

93

product that solves these problems.

94

Why don't these people with the

problems realize that my product

95

is going to work for them?

96

Well, you need to connect that.

97

one of the questions to ask

yourself, and if you want to

98

treat this video like a workshop.

99

Which you could.

100

The first question is, is how, why, and

when do people first become problem aware?

101

I'll use my real estate investing

experience as a background.

102

If I'm buying houses fast

for cash, that's my offer.

103

So you want to sell your house

fast for cash, I'll buy that house.

104

What's really interesting about that

is when you're problem aware, generally

105

speaking, the problem isn't the house.

106

The problem is something else.

107

The problem could be relocation,

job loss, divorce financial issues

108

You could have home problems that

begin to open up some of what the,

109

the, the global picture looks like.

110

You know, like if you're having

financial issues and all of

111

a sudden your roof caves in.

112

Well, that's a house problem, but

the real problem isn't the house.

113

The real problem is the finances.

114

But now the, the solution...

115

becomes potentially, Hey, sell your house.

116

If you sell your house, we can

get you out of this problem.

117

But because I know what problem

aware looks like as a real estate

118

investor, I can begin creating

content around that specific problem.

119

So, I'm in an area where I know that

people are relocating often, this happens

120

a lot with members service members

which honestly gets a little predatory.

121

I don't love this.

122

facet of the real estate.

123

Not that I'm judging, but long as

it's done well, you can actually be

124

really helping people out of a tight

spot, but it's not always done well.

125

But with, service members, they bought

a house or in the house and all of a

126

sudden they get orders and you gotta go

we're shipping you across the country.

127

And They're now problem aware.

128

Gosh, I have to go, I have to move.

129

And that's a big problem

for a bunch of reasons.

130

But one of the reasons is I have

this house and, but then now

131

there's a bunch of questions.

132

It's like, do I sell the

house, lease the house?

133

Do I try to like short

term rental et cetera.

134

And so if I wanted to serve that

avatar, what I would start to do is

135

create content around what happens.

136

what, Solutions exist when

you have orders to leave.

137

one of the, ones that was really

significant for us when we were fixing

138

and flipping houses was divorce.

139

And so we created a bunch of content

on properties, the sale of a property

140

through the lens of a divorce.

141

you're problem aware, gosh, you

know, I'm getting a divorce,

142

this is horrible, this sucks.

143

And then I, we can move you

to being solution aware.

144

Once somebody's solutions aware,

solution aware, that's when the

145

funnel actually begins its taper.

146

It's not just, you know, this

massive extensive of people.

147

It begins to kind of maintain

continuity with the visual.

148

And the solution aware is

a lot easier to speak to.

149

This is where I'd strongly

encourage you to begin.

150

Managing misinformation.

151

Because people that are solution

aware, they might know too much,

152

and they might know a bunch of

stuff that they shouldn't know.

153

You know, for instance, if you have any

Google right now today, try this for

154

me, Google any medical issue, be like,

my spleen hurts when I touch a potato.

155

Google's gonna come back

with AIDS and cancer.

156

Like, every medical issue ever,

this is a ubiquitous truth,

157

is AIDS and cancer on Google.

158

So if you have whatever it is, my

hair turns, Purple in autumn when

159

I watch Gilmore Girls, like, oh,

that's AIDS for sure, or cancer.

160

So, that's one of those solution

aware situations where you want to

161

make sure that you're like, hey,

this could mean a lot of things and

162

we need to talk about, what that is.

163

And, to put that maybe in better

perspective I can't tell you how

164

many people come to me thinking

that, They need traffic when

165

they don't actually need traffic.

166

They need, better conversion or

better sales or better offers.

167

So they're solution aware,

but they actually might be

168

aware of the wrong solution.

169

Start managing misinformation

from the very beginning.

170

So again, if we're treating this as a

workshop begin asking yourself, How, when,

171

and where do people become problem aware?

172

And very often, problem awareness can

happen way before solution awareness,

173

way before solution awareness.

174

I'm lonely happens way before I'm willing

to go on a dating site, but if you're that

175

dating site, you want to kind of figure

out, well, when does, when does the, the

176

acknowledgement of loneliness actually...

177

kick in because that's, that's a

potential catalyst and that's a

178

catalyst that you can use in order

to get in front of somebody if you

179

wanted to help them with that problem.

180

map it out.

181

When do people become problem where, and

then when did they become solution aware?

182

And what does that timeline look like?

183

That timeline is going to be

really, really critically important.

184

Next stage of our funnel is interest.

185

the awareness content in the interest

content kind of bleed into each other.

186

Sometimes they're difficult to

tell apart depending on know,

187

what kind of business you're in.

188

what I like to say is the interest

based content is just like awareness

189

content, but with more details.

190

Because if you weren't interested,

you wouldn't have kept reading

191

or watching or, engaging,

whatever whatever the content is.

192

So awareness content top of the funnel

tends to be kind of hands like, Hey,

193

you know, we've got information here.

194

If you want it.

195

And then interest content is, oh,

they're starting to actually engage,

196

they're starting to dive deep, they

want to know more, they want to get

197

into the details, they want the triple

PhD dissertation they're interested.

198

I am interested.

199

Now what they're interested in needs

to maintain continuity with where they

200

came from an awareness perspective.

201

This is where your funnel

gets very three dimensional.

202

Because if I started

talking to you about...

203

Property from a divorce lens.

204

Well, that's awareness.

205

But then when I move you to interest,

I can't just move you into Oh, you're

206

interested in selling your property.

207

Great No, I need to move you

into interest, but again,

208

maintaining that lens.

209

It's like, know, in the event of divorce,

we need to see if you have a trust in

210

place, that makes things a lot easier.

211

If you can do a quick claim deed,

was this in one person's name

212

before, et cetera, et cetera.

213

so realize that maintaining

continuity is important.

214

But you don't have to do it

all right out of the gate.

215

Instead, just pay attention

to your analytics.

216

And top of the funnel analytics

is still really easy to get

217

a hold of because you're not

trying to track individual users.

218

So what you can do is you can start to

say like, Gosh, my awareness content

219

crushes here, this level of analysis.

220

a mechanic.

221

I've got all of these services.

222

but people are really diving deep on the

oil change stuff for whatever reason.

223

I'm gonna maintain that continuity as I

create the interest based interest is like

224

awareness content, but with more details.

225

And that's why those two live inside

of the top of the funnel together.

226

Now, once somebody has moved

to the middle of the funnel,

227

they've moved into consideration.

228

This means that it's no longer a problem.

229

It's now their problem

and they want to solve it.

230

So like, I have a problem

that I'm actually.

231

Potentially interested in solving.

232

I'm considering solving this problem.

233

I might not be considering solving

the problem with you, but I'm

234

considering solving the problem.

235

And this is one dangerous

phases of the funnel.

236

It actually might be one of the

most dangerous phases of the funnel.

237

If you're heavy, heavy, heavy into sales,

because Salespeople look at consideration

238

and they see somebody at the extreme

bottom of the funnel is ready to buy.

239

A salesperson misinterprets

consideration to an extreme.

240

And you'll actually see

this a lot in dating.

241

You'll see there are people, men and

women, who are excellent salespeople.

242

They're good closers, let's say.

243

And good closers will take...

244

Even the slightest sign of potential,

maybe this is an option for me

245

and they'll go for the jugular.

246

And then depending on who they're

working with, potentially scare them off.

247

be cautious with the consideration phase.

248

They're not ready to buy.

249

They're considering all their options.

250

As a matter of fact, this is

a really good opportunity for

251

you to build content around.

252

You versus, and you'll see SaaS

products do this really, really

253

well, but anybody could do this.

254

you versus other competitors,

you versus alternatives.

255

Show them, help them

with their consideration.

256

This is where, details, product

information, charts, offerings.

257

This is, where you start to really

break down what's included, what's

258

involved, how long it takes.

259

This is the nitty gritty.

260

And.

261

Well, I'll get to why this stage

is so important in a moment that I

262

don't want to shy him along myself,

but that's the consideration phase.

263

And then the second half of the

middle of the funnel is intent.

264

Intent means, you know

what, I've considered it I'm

265

gonna solve this problem.

266

Like I am definitely going to make a

purchase with somebody at some point.

267

That doesn't mean with you

and that doesn't mean now.

268

Right?

269

With somebody at some point.

270

And the intent phase is

a pretty short phase.

271

That's when they start to build their

short list, schedule appointments,

272

they move into evaluation.

273

So, one of the things that's really

important to understand, because now

274

that we're at the bottom of the funnel,

I want to talk to you just a little bit

275

about we went through the top of the

funnel which is awareness and interest.

276

We went through the middle of the

funnel, which is consideration and

277

intent, and realized for a moment the

funnel exists with or without you.

278

If you don't create this

content, that's fine.

279

Maybe you don't want to.

280

Maybe you shouldn't.

281

Maybe you're in an industry

where you don't have to.

282

So many industries are

like that, by the way.

283

The automobile industry is one of them.

284

The automobile industry does not

need to create top and middle.

285

Content.

286

Some of them do, but people are

going to buy a car no matter what.

287

But that's the issue, is if you don't

create the content, somebody else will.

288

And that's somebody else's

narrative that they're imbibing

289

and being indoctrinated with.

290

So the funnel again is, , it's

not something anybody

291

invented, it's an observation.

292

These are the steps that people naturally

walk through in order to make a decision.

293

And if you don't want to

participate in those steps, fine.

294

But then you're at the mercy...

295

Even if you can get in front of them, even

if you can intercept them in very, very,

296

very often, you can, by the way, you're

at the mercy of everything they've learned

297

at the top of the middle of the funnel.

298

And it's really, really, really

hard to unlearn folks, right?

299

Like once somebody has kind of committed,

especially once they're in the evaluation

300

states, they kind of know what they

want or think they know what they want.

301

And you're going to have a hard

time backing them off unless you

302

have the content that allows.

303

That gives you that opportunity.

304

that's even true if they were

never exposed to your content.

305

If you capture somebody, they're

at the bottom of the funnel.

306

they've come to you with a bunch of,

misnomers, misunderstandings just,

307

just they're on the wrong page.

308

If you have the top and middle of the

funnel content that they should have

309

been exposed to ready and accessible,

that's a way better approach than you

310

just trying to talk them out of it.

311

if I tell somebody, Hey, it can take up

to six months for your Google ad campaign

312

to fill in, 50 percent of all Google ads

campaign, it can take up to six months

313

for your Google campaign to prove concept

and up to 50 percent of all Google ads

314

campaigns fill in the first 90 days.

315

Me just saying that.

316

That sounds a little, you know, like,

all right, man, you're trying to burst

317

my bubble and you're being cautious, but

if I send you the articles or the videos

318

that I have on that topic and kind of

show you that, hey, we've built a lexicon

319

of knowledge around this narrative my

ability to buttress my argument against

320

other people's arguments improves.

321

It's not guaranteed, but it improves.

322

So the top and middle of the funnel

are going to exist with or without you.

323

But we'll get into the

bottom of the funnel.

324

This is, and this is where

most businesses go, by the way.

325

this is at least where they start.

326

They just go sell some stuff.

327

and this is also, by the way,

marketing bridges the gap to sales.

328

So the bottom of the funnel,

depending on, you know, if you're

329

e com, it's still mostly marketing.

330

It's, there's a little sales involved,

but it's still mostly marketing.

331

But, you know, if you're, lead gen,

info products high ticket, whatever

332

this is maybe mostly sales, right?

333

And then depending on where

you are, you get to decide your

334

distribution between the two.

335

It could be 80 20 one way or the other.

336

For evaluation.

337

Especially if you're high ticket,

this is where they're probably

338

going to want to talk to somebody.

339

At an absolute minimum, chat in, drop

a ticket, but more likely schedule

340

an appointment, hop on the phone.

341

And you need to know that.

342

You need to know, oh, the evaluation

phase, they're expecting X.

343

Now, you can reinvent

the wheel, by the way.

344

We saw Elon Musk do that with cars.

345

People bought Teslas online, without

ever talking to a human being.

346

And if you told me he was

going to do that, I'd be like,

347

there's no way that works.

348

Bam!

349

Look how stupid I am.

350

So, you're allowed to

break the rules, but...

351

Yeah, I tell my children this.

352

You can break any rule you

want, as long as you're willing

353

to face the consequences.

354

It's good advice for me, too.

355

You're allowed to break the rules,

but be really careful, especially

356

when you're spending a bunch of money

driving people to an evaluation phase.

357

This is generally where they

want to talk to somebody.

358

From an e com perspective, or, SaaS

even, or, online buy, this is where they

359

start watching demo videos, actually

utilizing the product, downloading things.

360

This is where they're getting

very active and interactive.

361

This is where they want to use

it, see it, feel it, touch it.

362

Their own, how am I going to

play and interact with this?

363

And then of course, at the extreme

bottom of the funnel is purchase.

364

they bought, you won, congrats.

365

End zone dance.

366

Here's the thing.

367

Don't abandon them here.

368

Don't leave them here.

369

So many businesses do this.

370

It's more businesses than

not, to be honest with you.

371

And I think it's because our, day to day

purchase experiences have taught us that.

372

Oh, you checked out, you

know, you go to target, right?

373

And I'm at target and I need to

get iced coffee and toothpaste.

374

And I grab my iced coffee

and I grab my toothpaste.

375

And then I, go to the checkout

counter and then I leave target.

376

And once I've checked out,

Target's Obligation to me is over.

377

They'd take away the air

conditioning if they could.

378

Right?

379

Like, when you walk in, it's

like, Oh, how can we help you?

380

And they're usually pretty good about

helping you find things, and you've

381

got all these signs and directions and

aisles, and they're at your service.

382

Check out.

383

Thank you.

384

Have a nice day.

385

And have a nice day means GTFO.

386

Bro, you are wasting my time now.

387

And that's true for, you know, stores

and restaurants and no matter how

388

friendly somebody is, like, you know

that your purchase experience is

389

over and they want you to move on.

390

And we've done that with And I think

that that's a flawed model because

391

generally speaking, we're not target,

I think if we were to continue and

392

I think the target has some ability,

there is some improvement opportunity.

393

Let's say that they're

not taking advantage of.

394

And so many retailers are seeing this,

but then every now and again, there's

395

a retailer that really does follow

you home and make you feel like,

396

Oh man, Ikea does this really well.

397

I feel like I know Ikea

has their problems, but.

398

Yeah.

399

When I buy something from Ikea

and I bring it home to put it

400

together the support available to

me after the fact is pretty good.

401

it's not nothing, especially

given what they charge.

402

So after somebody buys, justify the

purchase, make them feel warm and fuzzy,

403

love on them, over deliver if you can.

404

I like to say give first,

give last, give more.

405

Give them more than they expected.

406

This is really easy to do with

info products, by the way.

407

I mean, sometimes it's as simple

as like an ebook or a mini course.

408

Just be like, Hey, you know,

here's my bestselling book.

409

You can see it on Amazon.

410

I wanted to give this to you.

411

I really appreciate you

doing business with me.

412

And I don't know.

413

I just thought maybe this would be

helpful, whatever it ends up being.

414

Use the purchase as an opportunity

to build the relationship.

415

This is especially true if

you're in any service industry.

416

You should shock and awe them.

417

Overwhelm them with value.

418

This doesn't mean that they need

to get a gift basket, by the way.

419

This just means that they need to

feel like, Oh, they're for real.

420

You know, when somebody signs on at

Solutions Aid, I hope you don't mind me.

421

Pat myself on the back.

422

Our onboarding process is insane.

423

It's probably the thing I'm, one

of the things I'm most proud of

424

at our agency, especially from

an infrastructure perspective.

425

You sign on with Solutions 8 and you

go through this onboarding process

426

and it is rock solid step by step,

click by click, point by point.

427

And there's a dedicated onboarding

manager there to help you.

428

And it's, polished and seamless and easy.

429

Especially given how difficult

a process it is naturally.

430

That's shocking.

431

All right there.

432

That's a massive, you know, we actually

invested in the onboarding and so many

433

agencies are like, Oh, we got their money.

434

Awesome.

435

But that's why the average age of agency

retention is four months to my 14.

436

Right.

437

So, so don't stop marketing after sales.

438

And I think you already

know what that means.

439

A couple of observations that

I've made is, all businesses.

440

Start at the bottom of the funnel,

you know, you start a new business

441

tomorrow You're gonna have to build

bottom of the funnel content Naturally,

442

if you start at the top of the funnel,

by the way, you're procrastinating.

443

It's not even a business

You're just a blogger.

444

So all businesses start at the top

of the funnel or at the bottom of the

445

funnel When they've mastered the bottom

of the funnel, they move to the top.

446

They're like, all right, cool, we've

got everything we need at the bottom of

447

the funnel, which isn't hard, depending

on what it is that you're selling.

448

I've described it.

449

We did it.

450

We're ready to go.

451

We're ready to sell.

452

I've got the contracts, the

agreements, the case studies,

453

and as much as they exist.

454

Then they move to the top.

455

So businesses lock down

the bottom of the funnel.

456

They start to get the top of the funnel.

457

And some businesses do

that really, really well.

458

The weak link for everybody

is the messy middle.

459

It's the consideration intent phase.

460

Which again is really dangerous

because a lot of people misinterpret

461

consideration for purchase intent.

462

And it's not yet.

463

It's not.

464

So, what you need to do is connect

the problem with their problem.

465

There's Scott Benham.

466

He's a fractional COO.

467

Really, really brilliant guy.

468

I got to work with him a couple of times.

469

He taught me...

470

The, how to overcome the three

biggest objections in sales.

471

The first objection is, does this work?

472

Second objection is, does

it work for people like me?

473

Third objection is, does this work for me?

474

That's kind of the funnel.

475

Kind of.

476

So, so help them connect those dots.

477

And one of the best ways to do

this, by the way, is case studies.

478

Case studies, testimonials, user stories,

implementation reports, product reviews.

479

Show them the stuff.

480

This is how it works.

481

Demos.

482

Show them in action.

483

and the more specific you can get to them.

484

I'm a dentist, I'm watching

your generic Google ad.

485

Tutorial.

486

All right, cool.

487

but if it's for dentists, right instantly,

it's like, okay And then if we hear line

488

of demarcation, by the way, they start

taking notes I love anytime I'm talking

489

doing a workshop a class whatever And you

can always see you're watching the crowd

490

and then all of a sudden you see this and

then everybody or if you know Now they've

491

got their laptops up some old Everybody's

head drops and they start typing.

492

That's why I just always

try to make a mental note.

493

I'm like, okay spend more time

there That's what they wanted

494

to hear they're not writing it

down, it's not interesting enough.

495

Be really careful about losing

the funnel to somebody else.

496

Be really careful about only poaching

other people's bottom of the funnel

497

because even if you get that customer,

they've been taught by someone else.

498

They have bad habits, misunderstandings.

499

And be really careful about gated content.

500

I hate gated content.

501

I tell Google, anytime Google now gives me

content that makes me subscribe, I don't

502

want to hear from these people anymore.

503

Everything you've got, pricing,

specs, terms, requirements,

504

integrations, put it out up front.

505

My pricing is public.

506

I'm one of the only

agencies that does this.

507

I cannot tell you how much this serves me.

508

We don't negotiate.

509

We don't have to.

510

and people know.

511

right on it may be either it's like, oh

gosh, that's expensive or manic, you know

512

That's actually really accessible given

how good they are put all your info right

513

out front put your skunks on the table

as they say and Build out your funnel

514

build out your funnel serve the funnel

and then as you were walking through

515

any Marketing endeavor running ads.

516

You're building creative.

517

You're whatever it is.

518

You're rebuilding the website every

New step every phase every asset.

519

The question is as well Where

are they in the funnel?

520

And sometimes you'll have assets

that serve every stage of the funnel.

521

That's awesome.

522

Good for you I feel like the pricing

page is a lot like that actually but

523

ask yourself that question because it

changes the paradigm it changes how

524

you speak to your customer changes

the words that you use How much jargon

525

you're relating how long something is?

526

Where it links to where it goes the

offer that you're making This is going

527

back to my Michael Jordan quote get

the funnel miners down and the level of

528

everything you do will rise This is one

of those fundamentals that you're like,

529

gosh, why did he just spend 30 minutes

talking to me about something that I've

530

known about for my entire marketing life?

531

Well, you know, you've known about it,

but were you doing it, were you actively

532

working on trying to integrate the

funnel into your business and making

533

sure that you're speaking to people

at every single stage in the funnel?

534

Probably not.

535

Probably not.

536

Right?

537

Me neither.

538

Egg on my face.

539

Like I don't, I don't

do this nearly enough.

540

It's actually, if you really look at our

most recent videos, we're moving to the

541

middle of the funnel in a lot of ways.

542

Mostly because we're running out

of Google Ads stuff to talk about.

543

Anyway, I hope this was helpful.

544

I'd love to hear your

thoughts in the comments.

545

I shoot a video every day.

546

I'll see you tomorrow.