7 Rules for Sales Funnels: What the Gurus Don't Tell You

Summary

This video explores the seven patterns that drive sales funnels to success, analyzing hundreds of funnels from industry leaders. It emphasizes the importance of understanding why people buy, highlighting the need to address either a painful problem or an unmet desire. The 'bridge' concept is introduced, positioning products as solutions to transition from current to desired situations. Additional patterns include creating a sense of cost for not buying, increasing perceived value, instilling doubt about achieving goals alone, and building trust. The video also discusses the impact of warm vs. cold traffic on sales strategies.

Takeaways

• 😀 The core reason people buy is to escape pain or to fulfill an unmet desire.
• 🔍 Marketers must understand the real pain their customers are experiencing to resonate with them.
• 🎯 Focusing on product features without connecting them to the pain they solve can hinder sales.
• 🌉 Positioning a product as a bridge from the current problem to the desired outcome is crucial for sales.
• 💸 The cost of not buying a product should be greater than the cost of purchasing it to drive sales.
• 📈 Value proposition is key; customers need to perceive the benefits as worth more than the price.
• 🤔 Doubt is a powerful motivator; customers must doubt their ability to solve their problem without your product.
• 🔗 Trust is the glue that holds all beliefs together and is essential for a successful sales funnel.
• 📚 The power of warm traffic cannot be understated; it's easier to convert customers who already trust you.
• 🚀 Successful sales funnels combine explicit beliefs (like cost and value) with implicit trust built through content.

Q & A

What is the main question the video aims to answer?

The video aims to answer the question of what it takes to convert a stranger into a paying customer within a sales funnel.

What are the two core reasons people buy according to the video?

People buy either to move away from a painful problem or to move towards an unmet desire.

What is the 'bridge' concept mentioned in the video?

The 'bridge' concept refers to positioning your product as the solution that connects a customer's current situation with their desired situation.

How does the supplement ZUP address the 'pain' in its marketing?

ZUP addresses the 'pain' by speaking to the real pain people are experiencing, such as feeling bloated and struggling with weight loss.

What is an example of using 'unmet desire' in marketing as shown in the video?

Joe Rogan's promotion of Alpha Brain is an example of using 'unmet desire', where he talks about the benefits he's experienced, like increased memory and focus.

What is the importance of the 'cost' belief in a sales funnel?

The 'cost' belief is important because it emphasizes that the cost of not buying the product should be greater than the cost of buying it, in order to drive sales.

How does Alex Shozi demonstrate the 'value' belief in his sales approach?

Alex Shozi demonstrates the 'value' belief by explaining that it's not about the price but the value, using the example of a Ferrari to illustrate that if the value is high enough, people will find the money.

What role does 'doubt' play in the sales funnel according to the video?

Doubt plays a role in making the customer doubt their ability to solve their problem without the product, increasing the likelihood of a sale.

Why is 'trust' considered the most important belief in a sales funnel?

Trust is considered the most important because it acts as the glue that holds all other beliefs together; without trust, even if all other beliefs are present, the sale may not happen.

How does the video explain the difference between explicit and implicit beliefs in a sales funnel?

Explicit beliefs are those that are directly communicated within the sales funnel, while implicit beliefs are those that the customer comes to believe through prior exposure to the brand's content.

What is the significance of warm traffic in the context of a sales funnel?

Warm traffic is significant because it's more likely to already trust the brand and believe in the product's value, cost, and necessity, making conversion easier.

Outlines

00:00

🔗 Building the Bridge to Conversion

The speaker begins by expressing their curiosity about what makes a successful sales funnel, having reviewed hundreds of funnels from various individuals. They identify a common issue where people fail to understand why people buy, which is either to escape a painful problem or to fulfill an unmet desire. The speaker introduces the concept of 'the bridge' in a sales funnel, which connects a customer's current situation with their desired one. They explain that products should be positioned as the solution to a painful problem or as the means to achieve an unmet desire. Examples are given, such as a supplement called ZUP that addresses the pain of bloating and weight loss, and Alpha Brain, promoted by Joe Rogan, which targets the desire for improved cognitive functions. The speaker emphasizes the importance of using real benefits rather than superficial ones to effectively build this bridge.

05:01

💸 The Ancillary Beliefs for Successful Sales

The speaker discusses five additional beliefs that are crucial for converting strangers into customers: cost, value, doubt, and trust. They explain that the cost of not buying a product should be greater than the cost of buying it, using Dave Ramsey's Financial Peace University as an example. Value is highlighted as a key factor, with Alex Shozi's perspective that it's not about the price but the value that matters. The speaker uses Ali Abdal's YouTuber Academy as an example of stacking value to make the price seem less significant. Doubt is addressed as a necessity for customers to doubt their ability to solve their problem without the product. Dave Ramsey's approach to creating doubt that one can achieve financial peace without his program is cited. Lastly, trust is identified as the glue that holds all beliefs together, with examples from Alex Hormo's book funnel, where he builds trust through social proof and testimonials.

10:03

🚀 The Power of Warm Traffic and Implicit Beliefs

The speaker reflects on the importance of warm traffic in sales funnels, contrasting simple and complex funnels and pondering why both can be effective. They introduce the concept of explicit and implicit beliefs, explaining that while explicit beliefs are directly communicated within the funnel, implicit beliefs are those that the audience already holds due to prior exposure to the brand's content. The value of organic content is highlighted as it warms up the audience to the brand's message. The speaker concludes by emphasizing the effectiveness of combining explicit beliefs within the sales funnel with the implicit trust built through content, suggesting that this combination is present in every successful high-figure funnel.

Keywords

💡Sales Funnel

A sales funnel is a marketing concept that illustrates the journey potential customers go through from being prospects to becoming actual buyers. In the video, the sales funnel is central to the discussion as the presenter reviews various strategies to convert strangers into paying customers. The concept is used to analyze how different approaches, such as highlighting product features versus benefits, affect the customer's journey through the funnel.

💡Pain

In the context of the video, 'pain' refers to the problems or negative experiences that customers are trying to avoid. It's one of the two core reasons people make purchases, as they are motivated to move away from a painful problem. The video uses the example of a supplement called 'Zup' that addresses the 'pain' of feeling bloated and struggling with weight loss, illustrating how effectively communicating this can drive sales.

💡Desire

Desire is the second core reason people buy, as they are motivated to move towards an unmet desire. It's about fulfilling a need or achieving a goal. The video talks about how smart marketers use unmet desires to sell products, like Joe Rogan promoting 'Alpha Brain' to enhance cognitive functions, which is a desire for better memory and focus.

💡Bridge

The 'bridge' is a concept used in the video to describe how a product should be positioned as the solution that connects a customer's current situation (pain) with their desired situation (desire). It's about making the product appear as the means to transition from one state to another more desirable one. The video emphasizes the importance of this positioning in a sales funnel to increase the likelihood of a sale.

💡Cost

Cost, in the video, refers to the perceived expense of not purchasing a product or service, which should be greater than the cost of buying it to motivate a purchase. It's about creating a sense of urgency and loss if the customer does not take action. An example given is Dave Ramsey's 'Financial Peace University', where he emphasizes the high cost of continuing in financial distress versus the relatively low cost of the program.

💡Value

Value, in this context, is the worth or benefit that a customer perceives they will gain from purchasing a product or service. The video discusses how to increase the perceived value, such as by stacking benefits or showing the extraordinary worth of a product, to make the price seem less significant. Alex Shozi's example about the perceived value of a Ferrari is used to illustrate this concept.

💡Doubt

Doubt, as discussed in the video, is the customer's uncertainty about their ability to solve their problem without the product or service being offered. It's about creating a sense that the customer cannot achieve their desired outcome on their own, which pushes them towards the solution provided by the seller. Dave Ramsey's example is used to show how he instills doubt that customers can improve their financial situation without his program.

💡Trust

Trust is essential for any sale and is the glue that holds all other beliefs together, as mentioned in the video. It's about establishing credibility and reliability so that customers feel secure in their decision to purchase. The video uses the example of Alex Hormozi's book funnel, where he builds trust through social proof, such as positive reviews and his reputation as a best-selling author.

💡Warm Traffic

Warm traffic refers to potential customers who have already been exposed to the brand or content and are therefore more likely to trust the seller and be convinced by the sales pitch. The video contrasts warm traffic with cold traffic, explaining that warm traffic requires less effort to convince because they have already implicitly accepted many of the beliefs necessary for a sale through previous engagement with the brand's content.

💡Ancillary Beliefs

Ancillary beliefs are additional concepts that support the core beliefs of pain and desire in a sales funnel. The video lists five such beliefs: cost, value, doubt, trust, and the bridge. These ancillary beliefs help fill in the gaps and increase the chances of converting strangers into customers by addressing different aspects of the buyer's decision-making process.

Highlights

The speaker reviews hundreds of sales funnels to identify patterns for converting strangers into paying customers.

The core reason people buy is either to move away from a painful problem or towards an unmet desire.

The 'bridge' concept is introduced as a way to connect a customer's current situation with their desired outcome.

Products should be positioned as the solution to a customer's pain or the fulfillment of their desires.

An example of addressing pain is a supplement ad that speaks to the problem of bloating and weight loss.

The supplement ZUP is highlighted as an example of effectively addressing a customer's pain.

Joe Rogan's promotion of Alpha Brain is used as an example of selling an unmet desire.

The importance of not blaming the consumer and casting the blame elsewhere is emphasized.

The concept of 'cost' is introduced as a key belief, where the cost of not buying should be greater than the cost of buying.

Dave Ramsey's sales funnel is used as an example of effectively communicating the cost of inaction.

Value is discussed as a key belief, where the perceived value of a product should be greater than its price.

Ali Abdal's YouTuber Academy is highlighted as an example of stacking value to justify a higher price.

Doubt is identified as a belief that potential customers need to have about their ability to solve their problem without the product.

Dave Ramsey's approach to creating doubt in customers' minds is discussed.

Trust is highlighted as the most important belief, acting as the glue that holds all other beliefs together.

Alex Hormozi's book funnel is used as an example of building trust through social proof and testimonials.

The difference between explicit and implicit beliefs in a sales funnel is explained.

The importance of warming up traffic through content before directing them to a sales funnel is discussed.

The video concludes by summarizing the seven beliefs found in every successful high-figure funnel.

Transcripts

what does it take to convert a stranger

into a paying customer inside of your

sales funnel after reviewing hundreds of

funnels for people like Sam ens Ean godi

sa subie and Alex rosi this was still a

glaring question in my mind I've always

been a little bit obsessed with making

sense of confusing problems I find

something so satisfying about gaining

Clarity from chaos and nuance and today

there's no shortage of advice about how

to get customers I've got dozens of

books behind me to prove it but still

this question was unanswered in my mind

and that's because some funnels are

miles long while some only possess a few

words some swear by high ticket Services

While others recurring Revenue some sell

digital products and some physical were

there any patterns to all of this

madness well that's exactly what I

wanted to figure out and in this video I

want to share the seven patterns that I

found after reviewing hundreds of

funnels that every single seven and

eight figure funnel follows whether they

know it or not so let's start with the

first pattern I call it the bridge so if

we back up a little bit one of the most

common issues I see when people ask me

to review their funnels is they're not

doing this and it's because they don't

understand why people buy at the core of

it right they don't understand that

people buy for one of two reasons and

those two reasons are they're either

trying to move away from a painful

problem or they're trying to move

towards an unmet desire so let's look at

this first with a painful problem people

buy primarily because of paint well what

does this mean well if your funnel does

doesn't speak to the Real Pain they're

experiencing right you have to actually

know what they're experiencing then it's

not going to resonate and not going to

get them to take action right an easy

example of this is if you speak

primarily about the features of your

product right rather than the benefits

I.E in this case the pain that they

solve then you're not going to get the

sales that you want let's look at an

example of this this is a supplement

called zup you might have seen the

supplement on YouTube ads the guy saying

you have like 20 pounds of toxic waste

inside your gut and if you want to lose

weight and you know take a few belt

loops off then this is what you got to

do so read this copy here due to

nutrient poor modern diets it's no

wonder why so many people have

experienced feeling bloated and

struggling with weight loss they're

primarily speaking here to the pain the

person is experiencing right feeling

bloated and struggling with weight loss

as a bonus here they're also throwing

rockat nutrient poor modern diets what

does that do well they're casting the

blame away from the person in putting it

on these modern diets in marketing you

almost never want to put the blame on

the consumer right you want to put it

somewhere else like hey it's not your

fault it's because of this thing right

and that's exactly what zupo is doing

here so that's number one but the second

part is an unmet desire and most

marketers use unmet desires right and

really smart marketers use unmet desires

and then the pain people experience by

not having that unmet desire and I want

to show you how Joe Rogan in particular

is doing this so if you've ever seen Joe

Rogan's podcast you probably heard of

alphab brain it's this like memory

neutop Focus supplement that I believe

he started the company and I think he

sold it but he still does a lot of the

marketing for them and it's a dietary

supplement that helps support cognitive

functions including memory mental speed

and focus okay they don't do it very

much in the funnel but if you listen to

the way Joe promotes this on his podcast

he always like conveniently gives people

uh bottles of this supplement he's

preaching about how he feels better than

ever right he's selling the desire by

speaking about the benefits that he's

got from it right he says he feels great

he can notice the difference you know as

a knowledge worker he's able to perform

better and so forth right this is

speaking to the desire people want right

increase memory mental speed and focus

and if you go through this page right it

talks about the ultimate way to get in

the zone people want to get into the

zone and then it even talks about

getting into Flow State right about how

you know the days when you read a half a

dozen chapters write a thousand words

and finish a work assignment without

looking up once right and when you do it

you notice it's suddenly dark outside

how would you like to feel like that

more often again they're selling to the

desire so those are the two things that

make up the bridge but why do I call

this the bridge well in your copy if you

can position your product as the bridge

from their current situation to their

desired situation right so from going

feeling like they have brain fog the

painful problem to having increased

memory being able to perform better at

their job the desire and you make your

product the bridge people are going to

purchase it at a much higher frequency

now there's a common Pitfall here to

watch out for and that's to make sure

you're using real benefits not faux

benefits this is often really hard cuz

you have to dig down deep and figure out

what people actually want a faux benefit

is the surface level right like I might

want to learn how to play the guitar but

why do I want to learn how to play the

guitar what's deeper that's probably a

bit of a weird example right an easier

one would be weight loss you could think

about okay they want to lose weight but

why like what are the real desires

behind it the more you can speak to that

real desire the better your sales

funnels will be now those are the first

two beliefs pain and desire and we get

there by the bridge but how do we

actually fill in all the gaps because

that alone often times is not enough if

we want to convert as many people from

strangers into customers well this is

where we get to our ancillary beliefs so

there's five more beliefs that you

cannot miss number one is cost okay so

cost is the cost of not buying your

product needs to be greater than the

cost of buying your product right this

can be both monetary and non-m

monetarily right Dave Ramsey does this

exceptionally well inside of his

Financial Peace University sales fund he

says you cannot afford not to do this

right stop doing the same thing and

expecting different results by pushing

on the pain it goes back to pain right

and also speaking to the desire and

showing hey you are in a horrible

situation right now if you don't change

anything you're going to continue to be

in the same exact situation so they're

building cost and they're showing hey 80

bucks is not much compared to the the

misery that you're in right now because

you're not in financial peace now that's

cost that's kind of the negative aspect

ECT of not doing but what about value

what do they have to gain by doing it

and these two go together well but value

can be in many different ways right Alex

shozi gives his great example for

salespeople often where he says hey it's

it's never the price it's always the

value right and the way he articulates

this is he says if you had the same

prospect that just told you no on the

phone right you said the price you said

that's too expensive if you told that

same exact Prospect there's a Ferrari

sitting in your front driveway right

it's worth 300 Grand it's a 2024 you

know it's brand new it's red it's

amazing got the you know the tan

interior whatever only catch is you got

to give me the money within the next 3

hours right if they believe you right

which they probably could cuz they could

go walk out of the driveway if they

believe you they are going to find the

10 grand right because the value is

extraordinary right so if people are

telling you no it's because they don't

value what you have enough which means

either you need to lower the price or

find a way to increase the value now I

want to show you how Ali abdal does this

exceptionally well so Ali abdal takes

his part-time YouTuber Academy and he

takes it from commodity just of course

and he makes it into a true offer that

has a lot of value he Stacks it right

showing all of these different things

you get as well as attributing some of

these different values like over $900 to

it but now you look at all this like man

this is a lot of stuff I'm getting for

only

$995 he's stacking the value so that

again the price you're paying you feel

like is way less than it's worth that's

what we're trying to accomplish with

value now one of the most important ones

though is doubt this is the the next

ancillary belief doubt they need to

doubt that they can't do it on their own

like I'll go back to the Alpha Brain

example if I just think oh I can just go

drink an extra glass of water and get

the same result I'm just going to go do

that right because there's no cost

associated with that so if there's no

doubt then there's no sale right they

need to have a painful problem and doubt

that they can get the solution without

you and to show you a really good

example of this once again I want to go

back to Dave Ramsey he says three

reasons you're not where you want to be

number one you think you're doing okay

but you're not that's why you're here

you're in debt you feel like a rat in a

wheel running and running but getting

nowhere that's not okay okay he's saying

hey you can't just keep doing what you

already doing and expect the same result

he already said that earlier right he

says you think you've heard all this

before right you can listen to every

hour of the Ramy show for free know

every B baby step so why are you still

stressed and in debt you know what to do

you're just not doing it he's creating

doubt that if you don't buy Financial

Peace University you're never going to

make the change that you need to make

and this all ties in together you can

see they have the pain they have the

desire they're building cost he's

building value right and now he's kind

of sprinkling in this doubt that they're

not going to do it on their own if you

start getting all these things of course

you get to the sale but there's one more

that's probably the most important and

that's trust right if we go back to the

Heros example of the Ferrari if you

don't trust me it doesn't matter if you

have the pain of not having that 290

Grand it doesn't matter if you have the

desire of having the 290 Grand of and

all the things you're going to buy with

it it doesn't matter you know if that's

a real desire if there's cost in value

and doubt and all these things in if you

don't trust that it's real right trust

is really the glue that holds all of

these things together this is something

that literally exclusively every single

successful funnel does and I want to

show you how her MOSI himself does it

since we were just talking about him

this is for his bookfunnel $100 million

leits let's just go through this page

and see how he builds trust number one

number one best seller on Amazon over

800,000 copies sold 4.9 out of five

stars 800,000 copies sold loved by

Leading entrepreneurs in the space a

bunch of reviews from real people

thousands of Amazon reviews showing just

you know tons of reviews here an

interesting thing here is these are

actually the same reviews like if you

look here you know I follow his book I

followed his book I consume all Alex's

work that's down here somewhere it's

only like 10 reviews but they're making

it look like 100 that's a you know

little design uh tweak there that's

working pretty well um again more social

proof right there more social proof down

here he's building Trust

but not only that he's been building

Trust on YouTube right this isn't cold

traffic coming to this page and that

brings me to probably one of the most

important parts of this whole video

because when I was doing all this

research and asking this big question

like what does it really take to get

people to convert I kept going back to

this idea I was looking at one of Sam

oven's funnels for his wibe product we

did a video on this it was very very

simple it was like headline video and a

cold action button where he put a

deposit and that was it right compared

to like Sab sub bookfunnel it was

literally nothing and I was thinking

okay sa's trying to sell a free book

right and you know free plus shipping

for $8 Sam is selling a

$110,000 mastermind Sam has almost

nothing on his page he's basically doing

none of these right on that page where

SA is doing every single one of them how

do they both work right and then I

thought of it Sam was selling to warm

traffic why does that matter well when

you think about these seven beliefs

there's X explicit beliefs and implicit

beliefs and what I mean by that is you

can either explicitly get people to

believe all of these things right that

they trust you that they value what you

have that the cost of not doing it is

greater than the cost of doing it right

implicitly the traffic can get there on

their own right either by something you

say or this is the reason why organic

content is so valuable the traffic has

already been warmed up to all these

things they already trust you right and

they're able to come to these other

conclusions in their mind because

they've been consuming your content for

a long time right this is why someone

like Alex josi can just launch something

and get 800,000 sales right for his book

whereas someone else needs to do all of

these you know different things to to

jump through the Hoops but I think where

this gets really really interesting is

when you combine the two right when you

go through these seven beliefs inside of

your sales funnel but you also have all

the trust that comes from doing it

implicitly through content right when

you build a brand and then when you do

an ask you have all of this inside the

sales funnel so these have been the

seven beliefs that I found inside of

every single successful seven and8

figure funnel if you think I missed

something

drop it in the comments I'd love to see

it here's another video that YouTube

thinks you'll enjoy as well and if you

like this video I'll see you in the next

one