The building blocks of a funnel

As I said, I think of sales and building funnels kind of like playing with Legos. I imagine
there’s this big box of brightly colored building blocks, and I can put them together any
way I want to get the desired results. If I want to get someone to opt-in to my list, I might
use a yellow block and connect it to a blue block. If I want to make a high-ticket sale, I
might add on green, red, and purple blocks. If I’m not getting the results I want, but I
know I have all the right pieces, I might rearrange the blocks and see what happens.
This is the exact same process I teach my twenty-five-thousand-dollar clients. I go
through each phase of the funnel and map out which building blocks will yield the best
results. Then we test the funnels to see how well they convert. Sometimes we hit a winner
right away, but often we need to move the blocks around a bit; for example, we might
change some copy or add a video. Then we test the combination again. This is how direct
response marketers have created magic for over a hundred years: Try it. Test it. Tweak it.
And start all over again.
There are two types of Lego sets. You can buy all the blocks and create your own
work of art using your imagination. Or you can buy special kits that give you the pieces
you need to build specific things, like the Death Star or the Bat Cave. These kits even give
you instructions on which piece to attach where and in what order. If you’re the kind of
person who loves the Lego kits, you’re going to love our funnel-building software called
ClickFunnels. All the pieces you need are inside the software, easily enabling you to
create all sorts of funnels to sell everything from a simple opt-in to a high-end consulting
package. And all you have to do is pick which cool thing you want to build and click a
button. All the pieces are automatically arranged in the right order for you. If you’d like to
try it out, you can get a free two-week trial at
This chapter is going to show you twenty-three of the most effective building blocks
for your sales funnels. You will find that certain blocks work better at certain points on
your Value Ladder, but remember, they are just blocks. You can move them around as you
please. Markets respond according to a huge variety of factors. What works in my world
might need a little tweaking in yours.
In the upcoming chapters, I’m going to show you some of my favorite ways to
connect the blocks to create working sales funnels. I highly recommend you start with my
version, simply because I’ve tested these in the real world over and over. I know what
works in general. Then if you want to try moving things around, go for it! You may
discover an approach I never thought of before.
The twenty-three blocks I use most often are used at specific times during four
specific phases in the funnel: the pre-frame bridge, qualifying subscribers, qualifying
buyers, and identifying hyperactive buyers. Remember, these four points all happen at the
point of sale. Any time you sell anything through a funnel (which should be most of the
time), you’re going to move your buyer through these four points. Most often, you’ll be
creating new funnels during the age and ascend and change selling environment phases.
When you do that, simply go back to these building blocks and create a new funnel.
Okay, let’s get started.
The following are the most common building blocks I use for pre-frames. Remember, the
goal with a pre-frame is to warm up the prospects so they are in the correct frame of mind
to be most receptive to your offer.
Quizzes: A quiz is my new favorite pre-frame tool. If you’re on Facebook,
it’s difficult to escape all the “What famous actor are you?” or “What jungle
animal are you?” quizzes. They seem to get more and more ridiculous all the
time. (This morning, I saw one that asked, “What type of storm are you?”
Really.) The questions you ask don’t matter much; you just want to get people
engaged in the process.
To get a great pre-frame, you want to get people thinking along the same
lines as the next step in the funnel. Agitate the problem your business solves for
them. Use the quiz questions to help them remember how much they hate weeds
in their lawn or being rejected by women. One technique I love to use is to frame
the first question like this:
If you require people to opt-in (give you an email address) to get their quiz
results, you’ve killed two birds with one stone. The prospect has moved through
both the pre-frame and the qualify subscribers phases in the funnel. Then you try
to qualify him as a buyer by making an offer immediately after he opts-in.
Now, you may be wondering how many questions to include and how to get
people to stay with the quiz all the way to the end. I like to use three or four
questions, and I number each one so they know how much farther they have to go
(Step 1 of 4, Step 2 of 4 …). I do know some companies that use up to twenty
questions or more in their quizzes with great success. Just like everything else,
this is something you might want to test out to determine what is right for your
unique market.
Another great reason to use quizzes is that you can segment your audience according
to their answers. You might ask, “Do you have a dog or a cat?” Then you segment your
list according to the responses. With sophisticated quiz programs, you can even have the
subsequent questions match the two segments. So, your next question to the “dog”
segment of responders might be, “How old is your dog?” Then offer answer choices like
zero to one, under five years, under ten years, over ten years, etc. How does this help you
sell more pet food? Well, puppies need different nutrition than older dogs. If you know
how old their dog is, you can sell them exactly the right type of food. Also, if you know
the quiz taker has a dog, not a cat, the ad on the next page should picture a dog. The quiz
helps you segment your buyers, as well as pre-frame your offer.