Every person that purchased the offer got a welcome email. Rarely did anyone respond to it and those that did mentioned how they wanted to lose weight with Keto.
Nothing out of the ordinary.
But one day I got an email from Emily.
I expected to hear about how she wanted to lose weight with Keto and was looking forward to going through the Challenge (that’s what the product was).
However, her reason for learning about Keto was that her son had ADHD and she read my wife’s story and wanted to learn more. After reading the guide she knew Keto was something she needed to try for her family.
Apparently, someone had shared the blog post in a Mom’s Facebook Group. That’s where the initial traffic came from and over time we started to get traffic from Google.
And like clockwork, the more people that came to the blog post, the more people visited the guide, the more people visited the sales page, and the more people purchased.
All in one visit.
But why was this working?
In theory, other pages geared more around Keto should’ve been performing better, but they weren’t.
The answer lies in the Customer Journey and it’s the reason why so many Creators struggle with their funnels.
The Customer Journey
Remember how we talked about the plumber that gave you a pamphlet and how ridiculous that was with water flooding your house?
The problem with the plumber is that he didn’t understand the Customer Journey, but Marty the Marketer does.
Marty has an amazing offer. It shows you how to grow on TikTok.
Marty decides he’s going to use the traditional tripwire funnel.
If you don’t know what that is, here is how it works.
- The marketer drives you to a landing page containing a freebie. But to get the freebie you need to sign up with your email.
- Once you sign up you receive the freebie and are sent to a tripwire page. This is a sales page that contains an offer that is an exploding offer. Something like you only have 15 minutes to get this amazing product for $29.
3a. If you buy the product you then get presented with an upsell. Get this even better thing for $99.
3b. If you don’t buy the product then you’re still added to the mailing list and put into a new funnel.
On the surface, there is nothing wrong with this funnel.
People, including myself, have made a lot of money with this type of funnel.
But there are two major problems with it:
- It’s hard to discern someone that is just looking for free information and someone who needs the solution right now. The people that need the solution right now jump on the tripwire offer.
And there are some people that buy it on a whim. It seems like a good deal so why not?
- If you know there are some people that are willing to buy the offer right now, then why not send those people straight to the offer without having to sign up for a freebie?
Because now you risk missing out on people that need a bit more nurturing to fully understand the problem and solution.