Having a funnel that is smart and 
optimized is a game changer.
Imagine going to sleep, having thousands of people visit your site and a percent of them buy your stuff… before you even wake up.
That’d be great, right?
Or maybe you already have that — but need it to happen more.
Either way, regardless of where you’re at — Todd Brown is a funnel expert.
We’ve brought him on today to get you crushing it with your funnel.
His first tip lays the foundation for all the other tips outlined below.
Designing Your FunnelÂ
Before you think about headlines, offers, or anything…
Go study the competition.
Find out the level of sophistication of your market.
What have they been offered, promised, and how was it delivered?
Start by going out and studying the top ten competitors in your niche.
What is the promise they are making?
What is their story, the story they use to sell?
Get a clear understanding of what your competitors are doing.
Market Place SophisticationÂ
For Todd, Market Sophistication is the most important part of your work in finding your winning marketing formula.
When you get this one little point alone – it should radically change the way you approach marketing.
So, what is Marketing Sophistication?
It’s the evolution of your buyer.
You see, when a new offer hits the market buyers get excited…
And then every other marketer starts using that method and until consumers becomes immune and stop buying.
Marketing Sophistication can best be illustrated like this:
Let’s say you’ve never seen a coupon.
You get one.
It blows you away and you go out and use that coupon.
Marketers see that coupons work. More and more coupons are circulated. Everyone starts sending you discounts…
Soon that 10% off is boring and you’re immune to that form of marketing.
[pullquote width=”300″ float=”left”]”No matter how long or short the funnel is, the job is to market it and further the desire of the prospect” -Todd Brown[/pullquote]
So, the marketers must change their offer — otherwise the buyers stop buying like they used to, or worse they go away.
So, as the market changes, you must also change.
That’s Marketing Sophistication.
This leads us to the next point Todd makes.
Unique Mechanism
This is the unique piece/ingredient of your product.
Remember when you first heard about how amazing goji berries were? And then suddenly goji berries were the hot new ingredient in health foods.
It’s your job to stay on the leading edge of that new and exciting thing that helps you stand out.
[pullquote width=”300″ float=”left”]
“As marketers we have to differentiate” – Todd Brown
[/pullquote]
And when your sales pitch becomes extremely popular, the market becomes sophisticated and you need something else.
Things that were new and unique several years ago aren’t the same today.
This is why we must know our market and the promises that have been made.
Having this knowledge will help you stand out and adjust your offer in a way that makes it pop.
Your Unique Message
The most important aspect of your funnel is your message.
Most marketers don’t know the difference between marketing and sales. Sales is about the offer. Marketing is about the prospect.
The better job with marketing, the less sales you have to do. 75% of the funnel is marketing.
[pullquote width=”300″ float=”left”]”The Job of Marketing is to make selling superflous” – Peter Drucker[/pullquote]
When you speak to your prospects in a way that helps them to feel understood, then you don’t have to focus on selling them.
Even the videos in your funnel are designed to establish certain beliefs in the minds of your prospect to get them to buy.
This isn’t about sales. It’s about understanding, connection, and relatability.
Recommended Resources:
Build out your funnel with Clickfunnels – 14 day free trail
Book – Fire, Ready, Aim
Todd’s must-have-book –Â Breakthrough advertising
Related Interviews
Andre Chaperon – Write a Story that Sells
Ben Settle – Daily Emails to Sell
Russell Brunson – 3 Must Have funnels
Mitch Miller – NO BS Copywriting
Ryan Stewman – Hard Core Closer
