7 Rules for Sales Funnels: What the Gurus Don't Tell You

what does it take to convert a stranger into a paying customer inside of your sales funnel after reviewing hundreds of funnels for people like Sam ens Ean godi sa subie and Alex rosi this was still a glaring question in my mind I've always been a little bit obsessed with making sense of confusing problems I find something so satisfying about gaining Clarity from chaos and nuance and today there's no shortage of advice about how to get customers I've got dozens of books behind me to prove it but still this question was unanswered in my mind and

that's because some funnels are miles long while some only possess a few words some swear by high ticket Services While others recurring Revenue some sell digital products and some physical were there any patterns to all of this madness well that's exactly what I wanted to figure out and in this video I want to share the seven patterns that I found after reviewing hundreds of funnels that every single seven and eight figure funnel follows whether they know it or not so let's start with the first pattern I call it the bridge so if we back up

a little bit one of the most common issues I see when people ask me to review their funnels is they're not doing this and it's because they don't understand why people buy at the core of it right they don't understand that people buy for one of two reasons and those two reasons are they're either trying to move away from a painful problem or they're trying to move towards an unmet desire so let's look at this first with a painful problem people buy primarily because of paint well what does this mean well if your funnel does

doesn't speak to the Real Pain they're experiencing right you have to actually know what they're experiencing then it's not going to resonate and not going to get them to take action right an easy example of this is if you speak primarily about the features of your product right rather than the benefits I.E in this case the pain that they solve then you're not going to get the sales that you want let's look at an example of this this is a supplement called zup you might have seen the supplement on YouTube ads the guy saying you

have like 20 pounds of toxic waste inside your gut and if you want to lose weight and you know take a few belt loops off then this is what you got to do so read this copy here due to nutrient poor modern diets it's no wonder why so many people have experienced feeling bloated and struggling with weight loss they're primarily speaking here to the pain the person is experiencing right feeling bloated and struggling with weight loss as a bonus here they're also throwing rockat nutrient poor modern diets what does that do well they're casting the

blame away from the person in putting it on these modern diets in marketing you almost never want to put the blame on the consumer right you want to put it somewhere else like hey it's not your fault it's because of this thing right and that's exactly what zupo is doing here so that's number one but the second part is an unmet desire and most marketers use unmet desires right and really smart marketers use unmet desires and then the pain people experience by not having that unmet desire and I want to show you how Joe Rogan

in particular is doing this so if you've ever seen Joe Rogan's podcast you probably heard of alphab brain it's this like memory neutop Focus supplement that I believe he started the company and I think he sold it but he still does a lot of the marketing for them and it's a dietary supplement that helps support cognitive functions including memory mental speed and focus okay they don't do it very much in the funnel but if you listen to the way Joe promotes this on his podcast he always like conveniently gives people uh bottles of this supplement

he's preaching about how he feels better than ever right he's selling the desire by speaking about the benefits that he's got from it right he says he feels great he can notice the difference you know as a knowledge worker he's able to perform better and so forth right this is speaking to the desire people want right increase memory mental speed and focus and if you go through this page right it talks about the ultimate way to get in the zone people want to get into the zone and then it even talks about getting into Flow

State right about how you know the days when you read a half a dozen chapters write a thousand words and finish a work assignment without looking up once right and when you do it you notice it's suddenly dark outside how would you like to feel like that more often again they're selling to the desire so those are the two things that make up the bridge but why do I call this the bridge well in your copy if you can position your product as the bridge from their current situation to their desired situation right so from

going feeling like they have brain fog the painful problem to having increased memory being able to perform better at their job the desire and you make your product the bridge people are going to purchase it at a much higher frequency now there's a common Pitfall here to watch out for and that's to make sure you're using real benefits not faux benefits this is often really hard cuz you have to dig down deep and figure out what people actually want a faux benefit is the surface level right like I might want to learn how to play

the guitar but why do I want to learn how to play the guitar what's deeper that's probably a bit of a weird example right an easier one would be weight loss you could think about okay they want to lose weight but why like what are the real desires behind it the more you can speak to that real desire the better your sales funnels will be now those are the first two beliefs pain and desire and we get there by the bridge but how do we actually fill in all the gaps because that alone often times

is not enough if we want to convert as many people from strangers into customers well this is where we get to our ancillary beliefs so there's five more beliefs that you cannot miss number one is cost okay so cost is the cost of not buying your product needs to be greater than the cost of buying your product right this can be both monetary and non-m monetarily right Dave Ramsey does this exceptionally well inside of his Financial Peace University sales fund he says you cannot afford not to do this right stop doing the same thing and

expecting different results by pushing on the pain it goes back to pain right and also speaking to the desire and showing hey you are in a horrible situation right now if you don't change anything you're going to continue to be in the same exact situation so they're building cost and they're showing hey 80 bucks is not much compared to the the misery that you're in right now because you're not in financial peace now that's cost that's kind of the negative aspect ECT of not doing but what about value what do they have to gain by

doing it and these two go together well but value can be in many different ways right Alex shozi gives his great example for salespeople often where he says hey it's it's never the price it's always the value right and the way he articulates this is he says if you had the same prospect that just told you no on the phone right you said the price you said that's too expensive if you told that same exact Prospect there's a Ferrari sitting in your front driveway right it's worth 300 Grand it's a 2024 you know it's brand

new it's red it's amazing got the you know the tan interior whatever only catch is you got to give me the money within the next 3 hours right if they believe you right which they probably could cuz they could go walk out of the driveway if they believe you they are going to find the 10 grand right because the value is extraordinary right so if people are telling you no it's because they don't value what you have enough which means either you need to lower the price or find a way to increase the value now

I want to show you how Ali abdal does this exceptionally well so Ali abdal takes his part-time YouTuber Academy and he takes it from commodity just of course and he makes it into a true offer that has a lot of value he Stacks it right showing all of these different things you get as well as attributing some of these different values like over $900 to it but now you look at all this like man this is a lot of stuff I'm getting for only $995 he's stacking the value so that again the price you're paying

you feel like is way less than it's worth that's what we're trying to accomplish with value now one of the most important ones though is doubt this is the the next ancillary belief doubt they need to doubt that they can't do it on their own like I'll go back to the Alpha Brain example if I just think oh I can just go drink an extra glass of water and get the same result I'm just going to go do that right because there's no cost associated with that so if there's no doubt then there's no sale

right they need to have a painful problem and doubt that they can get the solution without you and to show you a really good example of this once again I want to go back to Dave Ramsey he says three reasons you're not where you want to be number one you think you're doing okay but you're not that's why you're here you're in debt you feel like a rat in a wheel running and running but getting nowhere that's not okay okay he's saying hey you can't just keep doing what you already doing and expect the same

result he already said that earlier right he says you think you've heard all this before right you can listen to every hour of the Ramy show for free know every B baby step so why are you still stressed and in debt you know what to do you're just not doing it he's creating doubt that if you don't buy Financial Peace University you're never going to make the change that you need to make and this all ties in together you can see they have the pain they have the desire they're building cost he's building value right

and now he's kind of sprinkling in this doubt that they're not going to do it on their own if you start getting all these things of course you get to the sale but there's one more that's probably the most important and that's trust right if we go back to the Heros example of the Ferrari if you don't trust me it doesn't matter if you have the pain of not having that 290 Grand it doesn't matter if you have the desire of having the 290 Grand of and all the things you're going to buy with it

it doesn't matter you know if that's a real desire if there's cost in value and doubt and all these things in if you don't trust that it's real right trust is really the glue that holds all of these things together this is something that literally exclusively every single successful funnel does and I want to show you how her MOSI himself does it since we were just talking about him this is for his bookfunnel $100 million leits let's just go through this page and see how he builds trust number one number one best seller on Amazon

over 800,000 copies sold 4.9 out of five stars 800,000 copies sold loved by Leading entrepreneurs in the space a bunch of reviews from real people thousands of Amazon reviews showing just you know tons of reviews here an interesting thing here is these are actually the same reviews like if you look here you know I follow his book I followed his book I consume all Alex's work that's down here somewhere it's only like 10 reviews but they're making it look like 100 that's a you know little design uh tweak there that's working pretty well um again

more social proof right there more social proof down here he's building Trust but not only that he's been building Trust on YouTube right this isn't cold traffic coming to this page and that brings me to probably one of the most important parts of this whole video because when I was doing all this research and asking this big question like what does it really take to get people to convert I kept going back to this idea I was looking at one of Sam oven's funnels for his wibe product we did a video on this it was

very very simple it was like headline video and a cold action button where he put a deposit and that was it right compared to like Sab sub bookfunnel it was literally nothing and I was thinking okay sa's trying to sell a free book right and you know free plus shipping for $8 Sam is selling a $110,000 mastermind Sam has almost nothing on his page he's basically doing none of these right on that page where SA is doing every single one of them how do they both work right and then I thought of it Sam was

selling to warm traffic why does that matter well when you think about these seven beliefs there's X explicit beliefs and implicit beliefs and what I mean by that is you can either explicitly get people to believe all of these things right that they trust you that they value what you have that the cost of not doing it is greater than the cost of doing it right implicitly the traffic can get there on their own right either by something you say or this is the reason why organic content is so valuable the traffic has already been

warmed up to all these things they already trust you right and they're able to come to these other conclusions in their mind because they've been consuming your content for a long time right this is why someone like Alex josi can just launch something and get 800,000 sales right for his book whereas someone else needs to do all of these you know different things to to jump through the Hoops but I think where this gets really really interesting is when you combine the two right when you go through these seven beliefs inside of your sales funnel

but you also have all the trust that comes from doing it implicitly through content right when you build a brand and then when you do an ask you have all of this inside the sales funnel so these have been the seven beliefs that I found inside of every single successful seven and8 figure funnel if you think I missed something drop it in the comments I'd love to see it here's another video that YouTube thinks you'll enjoy as well and if you like this video I'll see you in the next one