When you build the funnel, you work backwards: Love, then Trust, then Know. When you lead customers, they go forward: Know, Trust, Love.
Before you start
- You can picture the product clearly, as if you were holding it in your hands. It’s fine if the product isn’t finished.
- You know the specific group of people you want to serve.
If you already have the product, you don’t have to build the funnel from scratch. Write right away and pull the funnel out of the product itself, following the steps below.
Steps
Find your edge in yourself
Don’t dig through product features. Dig into your strengths and experience, then pick out the few core things that set you apart the most. That is the root of the whole funnel.
Write the Love post
From your edge, write the Love post as a full solution to your customer’s pain. This post lays out the whole road readers must travel to get results.
Write a Trust post for each leg
Look at the map in the Love post. For each leg with a technical hurdle or something that holds readers back from acting, write a hands-on, step-by-step Trust post, so readers can do it themselves and see results right away.
Pull Know posts out of the Trust posts
When you write a Trust post, pull the “what is it” and “why” questions out into posts of their own, so the Trust post doesn’t get watered down. Those posts are Know posts.
At first you only need a limited number of Know posts, not many.
Check
Go forward like a new reader.
- Open a Know post. Click the link at the end of the post. You should land on a Trust post.
- Follow the Trust post. Click the link at the end of the post. You should land on the Love post.
- Read the Love post. Click the link at the end of the post. You should land on the product page.
If a post has no link at the end to lead readers on, they will stop there: add a link. If a post can’t find a spot in this chain, it has no place in the funnel and doesn’t need to be published.
At first you have few posts, so there are few related spots to link. Because you write by the funnel, every post easily finds a spot in its body to link to a related post.