Falling Down the Sales Funnel
The point of the headline is to get you to read the first sentence. The first sentence is to get you to read the second; thus, the copywriting sales funnel goes, down, down, down, deeper into Wonderland. Tell me, Alice, how deep must you go down the rabbit hole before you will buy something?
The Wide Mouth
It’s called a sales funnel because it is shaped like one. There is the wide mouth at the top and it gets narrower as the customer reaches the bottom. The top of the sales funnel is generally broad or universally appealing. The title of this article, “Crafting Your Sales Funnel,” is general and wide. I want to attract anyone who Googled “sales funnel” and get them to click the article.
The Featured Image and Headline
They opened the article. I have about .5 seconds to get their attention; thus, I have to have a catchy featured image and headline. Now, they feel compelled to keep reading.
Copywriting or a sales funnel are just ways to explain why the reader should care, why they should buy what you’re selling, what this product or service does for them, and why it is priced the way it is. Crafting your sales funnel is a delicate balance of art, science, and practiced craft. There is a reason copywriters are some of the best writers.
This is the point of it all. Either you have sold the reader on what you’re selling or you didn’t. This point has the call to action where you provide a link to a contact page or the listing to purchase.
Crafting Your Sales Funnel
Start off being general, hook their attention, and be specific by the end. You want to get people into your funnel, but not everyone will buy nor should they. Your funnel should be crafted for your ideal customer or audience. Think about what they need, engage in conversational social media, and reverse engineer what they need. Always be thinking about your end customer, and how quickly and cheaply you can solve their problem. Be concise. Finally, you must practice. You aren’t going to nail a sales funnel overnight. Practice your craft, test different funnels, or hire someone who already has experience writing sales funnels.
The question of the day: How far down the sales funnel must you fall before you buy something?
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