The Know - Trust - Love content funnel is a method of making content that applies the Know - Trust - Love philosophy: it lines up every post in one straight line, Know post, then Trust post, then Love post. The goal fits in one sentence: write less, sell more. Each post has exactly one place in the funnel, and a post with no place does not need to be published.
Readers go from knowing about you and seeing their pain named, to making a result with their own hands, to seeing a full direction ahead. The Know post leads to the Trust post. The Trust post leads to the Love post. The Love post leads to the product.
Why you need a funnel
When you write with no direction, every post takes work, but none of them reaches the goal of selling. Posts written for keywords, for what people are searching for, get readers but no buying decisions. Readers take the guide and leave. They don’t understand what you sell, what topic you focus on, or whether you share their pain.
The funnel gives each post a direction, a formula and a place on the learner’s path. You write less, but every post leads to a buying decision.
The funnel helps most when you are new to content. Putting an idea across is hard. Building a brand is harder. Writing to sell is harder than both. Without a funnel, your posts drift off target and have nothing that leads readers on.
Three stages, three feelings
Each stage gives readers a different feeling.
- Know is discovery. The reader feels they have just understood one more thing.
- Trust is action. The reader follows a small guide and gets a result.
- Love is direction. The reader sees a big solution to the pain that won’t go away.
The details of each stage start at the Know post.
Build from the inside out
When you build the funnel, you work backwards: write the Love post first, then the Trust posts, then the Know posts. When you lead customers, they go forward: Know, Trust, Love. The funnel is built from the product’s core outward. It does not start from scattered posts on the outside. The steps are in Build the funnel from your product’s core.
Why there is only one Love post
The Love post is the only one of its kind in the funnel, and it gets about 80% of your effort, because it directly brings about the buying decision. Everything you add after that does one job: bring more readers to the Love post. That is why the sales page is lean too. The hardest convincing is done before the reader clicks on the product. So the sales page only needs to show what the product includes, how to receive it, and a checkout button with no friction.
A website usually needs only one or two funnels, so there are not too many posts. Each funnel has its own Love post.
Boundaries
- The funnel is not a way to press a button and have AI make content in bulk. If that is your plan, the funnel means nothing to you.
- The funnel is not a plan for writing around keywords or passing inspiration.
- The funnel does not need a finished product first. You can build the funnel from the idea stage.
- The Love post is not the sales page. The sales page is the step after the Love post.