How To Build A Sales Funnel


1. Plan out customer journey

When I’m drawing out my funnel on a pad of paper, I always turn it sideways, landscape oriented.

This lets me plan out my customer journey in a linear way, with the left side representing the start of customers journey with me, and the right side is the end of the journey.

(Now when I say “end”, I’m talking about the end of that particular funnel. As part of maintaining a relationship and repeat business, there is NO END to the contact and interaction with my leads and customers.)

The next step for me, I write down what I want my customer to achieve at the end of the funnel.

This could be:

-Purchased Product
-Bought from Webinar
-Joined Membership Program
-Applied for Coaching Application

Once I’ve done the hard part of deciding on the product/service at the end of my funnel, all I have to do is fill in the pieces that will take a prospect to the end.

Like so:

Let’s say I have an offer in mind for an information product.

Now instead of wasting a bunch of time and money creating a product…

-Doing creative work or spending money outsourcing it
-Editing videos for hours on end
-Creating materials for the course (and wasting time making it pretty, if you are a perfectionist, like me.)
-Hiring a copywriter and webpage designer for my online sales page (neither of which are cheap!)

I’m going to do things a little differently…


I’m Going To Pre-Sell My Product FIRST
Then Create And Produce The Actual Product,
But Only AFTER I Have ALREADY Been Paid By My New Customers


Here’s the best part:

During the whole process, I’m building a list of interested prospects, who then get moved to a second list when they become valuable customers.

And anything I need done, I can easily outsource now because I pre-sold my product, and I have money in the bank to cover the expenses.

This takes us to the next portion…

2. Assemble the pieces of your funnel

Now I’m going to take my landscape with my customer journey and start working toward the beginning, on the left hand side.

For my pre-sold product example:

  • My product is a 3 Week, Done-With-You training that is delivered via webinar.  As well, my customers will get access to the recordings and worksheets/training materials.
  • The step before they get access to the product is going to be a webpage that tells them “Thank You for investing in yourself”. This webpage will also have their access/schedule details for the product.
  • I need a payment processor in front of that Thank You page make sure I get paid.
  • I’ll send them to the payment processor from a micro-sales letter. (I’ll explain why, in a moment)
  • My buyers will get the link to the sales letter from the webinar they have just been on.
  • I will have a list of people to invite to a webinar where I teach some valuable material
  • I’ll build a list (if I don’t have one already), by setting up a Landing Page where people can enter their email address in exchange for a valuable piece of content from me.


I have written out my sales funnel on paper by starting at the end.

I know what technical pieces I need, and how many webpages, so I don’t have to waste time when it comes to creating and assembling.


3. Create your marketing message

So now that I have the skeleton of the Sales Funnel laid on my landscape, I’m going to use some of the space below the funnel to insert some information.

What I want below the outline are things like:

-The names of the lists that I will have for prospects and buyers.
-What are some possible Headlines I can use on my Landing Page to get people to join my list based on what I’m giving away.
-What automated sequence of emails will I want to send out to my prospects.
-What automated sequence of emails will I want to send out to my buyers.
-What kind of inside language do I want to include in my marketing
-What sites, magazines, Forums, or Facebook groups can I use to learn more about my market.

Because I know…

More importantly than ANYTHING

Is to research and learn about my market.

Because the more I learn about my market and their wants and needs, frustrations and fears, the easier it becomes to write any of the sales materials and emails sequences that I will need in my Sales Funnel.

It can seem a bit daunting to come up with headlines and sales letters…

But I promise you, the sales copy will almost write itself…

BUT ONLY IF you devote some time to learning about and researching your market.

4. Plan your traffic outline

Now before I send traffic to my Landing Page and start building my email list, I want to make sure I’m casting my net in the right waters.

-Where do my ideal customers/prospects hang out?
-Where to do the read about their problems?
-Do they spend a ton of time on Facebook, or do I find them on Twitter?
-Will some well placed Google Ads get me the kind of person who is likely to buy from me?
-Do I want to utilize Linked In and get my prospects through there?

Ulitimately I want to start with several sources of traffic.

One is a terrible number when it comes to anything in your business that you rely on, so I want to make sure I have several options for traffic.

Over time I know that some sources will produce more than others.

I might let a lot of leads but what good are they, if they are low quality and never actually take that step and buy from me.

My goal is to get super qualified leads into my funnel and let the automation do the rest.

Now before I go ahead and turn the key and start raking in money…

I have to do something WAY more important…

And that is…


5. Test your Sales Funnel

This step is vital to make sure all your kinks are worked out before I ever spend a dime on traffic.

And the best part…

It’s saves you tons of time down the road in support issues and unhappy customers.

And it’s quick to test out:

-Start at the beginning of your funnel
-Enter your email and join the list
-Did you get on the right list?
-Did you get the first email in the automation sequence?
-Did you get access to the free information?
-Did you notice any spelling errors in your emails?
-Did the links in the emails work for you?
-Did you wind up on the right place after you did a test purchase?
-Were you able to access support if you had a question or problem?

All questions you can easily answer inside of 30 minutes.

This makes sure there aren’t any issues, and keeps you looking good in front of your customers.


6. Apply traffic and test

Now it’s finally time to turn the key and let it run.

The hard work is done and now it’s time to monitor the analytics from our results.

We can then start to tweak and improve:

-Conversion Rates
-Calls To Action
-Email Click Through Rates

Even small improvements in those areas can produce big improvements in our profits.


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