The smallest funnel is three linked posts, Know, Trust and Love, with a sales page at the end. Those three posts are enough to connect a stranger to the buy button, so you start selling before a fourth post exists.
This page picks the path for you: write in the order Love, Trust, Know, then walk it again in the order your readers take.
What you need
- A product you can picture clearly, as if you held it in your hands. It does not have to be finished.
- A sales page or a waitlist page. It only needs to show readers quickly what the product includes, how they get it, and a button to pay or sign up.
Build a three-post Know - Trust - Love funnel
Pick what sets you apart
Open the What sets you apart entry in your brand profile and pick two or three points tied to you: your skills, work you have done yourself, a natural strength. Finish picking before you write the first word.
Write the Love post
Write one post along this line:
- The customer’s pain
- The legs to walk
- The final result
Use exactly the points from step 1. Put the link to the sales page at the end of the post. After this step you have a list of legs, which is the input for step 3.
Write one Trust post
Pick one leg with a technical hurdle that you have done yourself. Write the steps for that leg, opening with the result readers will have. At the end, link back to the Love post.
Write one Know post
Mark every place in the Trust post where you must explain “what is it” or “why”. Gather them into a post of their own, with your point of view, and link to the Trust post at the end. The Trust post gets shorter by the same amount.
What will you see once the three-post funnel runs?
Test it by walking it like a new reader: click the link at the end of the Know post, then the end of the Trust post, then the end of the Love post. The three clicks must land on the Trust post, the Love post and the sales page.
Each post does one job:
- The Know post names the problem.
- The Trust post lets readers produce a result themselves.
- The Love post shows the whole solution.
A reader who reaches the sales page has passed all three, so that page does not need to be long.
Read next
Publish in short free slots
Split the three Idea - Write - Edit steps across short free slots, one step per slot, so you keep posting without needing a whole free day.
Practice until it sticks
Make Idea - Write - Edit a habit by repeating it, doing all three steps per post, timing them, getting feedback and practicing where you trip.
Fix a stuck step
Thirteen common places to get stuck in Idea - Write - Edit and the step to go back to, with symptom, cause, fix and check for the Idea step.