Her offer was good. Her content was good. Her audience loved her. She had built something real over years of showing up consistently, and the people who did buy from her were obsessed.
But her launches? Her launches were bombing every single time.
When I got inside her funnel, it took me all of 4.3 minutes to figure out what was wrong. Her Instagram following was enormous. Her email list was tiny. Everyone who loved her was living on a platform that was never designed to sell, being nurtured in a way that was actively working against her.
She had spent years, completely by accident, teaching 100,000 people that they could get everything they needed from her for free. Every framework in a caption. Every question answered in the comments or DMs. Every step of her process handed over before anyone had to go deeper.
You cannot sell to an audience you have trained to get free shit from you. ​
​Especially from the same channel you trained them on.
(I am not judging. This is so so so common.)
Before you read the next part and think, “Well, I don’t have 100k Instagram followers so this doesn’t apply to me”, hang on.
The lesson here has nothing to do with follower count. It has everything to do with whether you have a strategic way to move people from wherever they find you (your socials, your blog, your podcast, your YouTube) onto your email list. If you don’t, you have a top of funnel problem. The size of your audience is irrelevant if they’re all living in a place you can’t sell from or giving away too much.
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Okay. Back to M.
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Funnels break in five different places. Most people go straight to the offer when something isn’t working because that’s the thing they feel most in control of. Rewrite the offer. Reprice the offer. Blow up the offer and start over.
Nine times out of ten, the offer is not where the problem is.
For M, it was at the very top, before anyone ever even got to her sales page.
So we went back to the beginning. We built a system to move people off Instagram and onto her email list. We changed how she shared her expertise; instead of giving away the full framework in a caption, she started sharing step one and making the rest worth showing up for. Then we built everything in order: welcome sequence, nurture sequence, evergreen funnel, launch sequence.
M tripled her email list to 15,000 subscribers. And then she started having five-figure launches off the same programs she’d been trying to sell to her Instagram audience for years.
Same offer. Different funnel architecture. Wildly different results.
Plot twist!
After a couple of launches together, M came back to me with a new request. She didn’t want to hand her launches over anymore. She wanted to be in it. She wanted to read the numbers as they came in, understand what she was looking at, and make real decisions with actual context instead of just hoping for the best.
But she also didn’t want to do it alone.
She asked if I could just talk her through her next launch as it was happening. Maybe edit some emails. Be there when the numbers came in. Help her see what she was looking at and tell her what to do about it.
She said she’d gotten used to having my voice in her head.
She described WTFunnel?!? before it had a name.
A paid arrangement where I was on Voxer, in her inbox, looking at her data in real time and giving her strategy as the launch unfolded. She got to understand her own business AND have expert backup while she did.
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We did the exact same thing when she wanted to go evergreen. She had me as a sounding board for all of her decisions and learned how to interpret her own data.
I thought: why doesn’t this exist for everyone?
So, I built it.
The WTFunnel?!? Waitlist is open if what M asked for sounds like what you need. The 10 founding member spots open September 15th for $297/month or $797 for 3 months. And if you don’t have a top of funnel problem, stay tuned because I am walking you through the traps at every funnel stage…
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