This story starts way before funnels were even part of my vocabulary.
I was running Baby Mama Fitness, my postpartum fitness business, and posting about my daytime classes in a Facebook group. My client “A” slid into my DMs and asked if I would teach a nighttime class. She said if I agreed, she’d fill it with friends and people from her community.
I said yes, reluctantly. (I only wanted to teach moms and babies. Nighttime was not the plan.)
She filled the class. Of course she did. Because filling a room with people who belong together is what A does better than almost anyone I have ever met in my life.
That class became my favourite class I ever taught. I taught that class for eight whole years. And when my family bought a house an hour outside of the city, I drove an hour each way through traffic every single Tuesday to be there because those women became my people. Eight of them showed up for nearly all eight years. They always brought friends. The class was always packed.
We laughed a lot. We talked about our kids and about being humans outside of our kids. It was everything.
When COVID shut down Baby Mama Fitness, and I pivoted into digital marketing, A was one of the first people who hired me. She didn’t know exactly what I was building yet. I didn’t entirely know either. But she knew how I showed up. She had watched me show up every Tuesday for years. She trusted that I would put as much love and energy into her business as she would put in herself.
Six years later, I am still in her business every single day, running her marketing funnels. And the results are what they are because the trust was already there before any of it was business.
Now, back to funnels…
“A” is one of the most extraordinary community builders I have ever seen. She can walk into a room, virtual or otherwise, and make people feel immediately seen and connected. Her free community grew for years. Her email list grew. She was getting PR, media, opportunities, all of it, because she has a sharp and specific point of view that makes people stop scrolling.
Her paid membership wasn’t showing any of that.
When I got inside her funnel, I found the problem fast. Her top of funnel was gangbusters. The middle was a ghost town. Someone would find her, fall in love with her and her community, join her email list, and then hear nothing until the next launch.
No welcome sequence. No nurture. No path between “I love this person” and “I am paying this person.”
She had built a spectacular top of funnel with no road for people to walk down once they got there.
So, I built the road.
A welcome sequence that introduced her properly, not “thanks for joining” but a real sequence that made people feel like they knew her before they ever saw a price tag. A nurture sequence that upped her authority and trust factor (although she already had that in spades). A pre-launch funnel that educated her audience on everything they needed to know before the cart opened, so nobody was making decisions cold. And then a launch sequence that went full send into selling.
To top it off, a paid $49 live networking challenge that runs before her membership cart opens. The idea was show, don’t tell. Instead of describing the kind of community she had built inside her membership, she just let people experience it. Four days. Forty-nine dollars.
Not only does it make her money while she sells, it converts at 41% into her annual membership.
(Forty-one percent!!)
Over six years of building, tightening, and adding to that middle funnel, her membership went from 50 members to nearly 500. The price more than doubled. Her launches stopped feeling like white-knuckling it from day one because the middle was doing its job in between.
Same offer. The road just finally existed.
If your top of funnel is working and your revenue doesn’t show it, your middle funnel is probably where the gap is. The welcome sequence you haven’t written. The nurture emails that don’t exist. The silence between the opt-in and the launch that your subscribers are sitting in right now.
That’s where the money is. And that’s my whole thing.
The WTFunnel?!? waitlist is open if you want someone in your business every month looking at exactly that.
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If WTFunnel?!? isn’t what you need right now, BUT you have clients that would LOVE the support, hit REPLY. I have a killer affiliate offer 😉
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I am also opening up my Done-for-you funnel spots for the Fall. If you just want me to take care of it all while you sit back in your zone of genius, hit reply and let’s chat about what you need.
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