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Secret #11: The twenty-three building blocks of a funnel

Building a funnel is like building something from Lego pieces. You have this set of pieces and you just have to connect them together.

Russell Brunson defines 23 pieces of a funnel, that you can use to build your own. There are some combinations that will work much better for your offers than others. So it’s important to experiment and test which ones are better for you. Here is a website, co-founded by the author of the book, that has all the elements mentioned below:

The building blocks have 4 categories - a few of them for each step of the customer journey. Here they are:

Pre-frame bridge

  1. Quizzes - you can see many of them on FB. Quizzes are great because you can ask for an email address in exchange for the result. You can also put viewers into different segments (funnels), depending on their answers.
  2. Articles - they are great for cold traffic resulting from an ad. Most likely they will work better if they are placed on a third-party website.
  3. News - they grab more attention than other non-news information. The downside is that they have a shorter life, but usually it’s worth writing them.
  4. Blogs - they are good to pre-frame any topic. For example, compare existing solutions on the market with an explanation of why your solution is better.
  5. Videos - they are great for pre-framing material, such as testimonials. You can use them to educate viewers. As with every other element, don’t forget about a strong call-to-action.
  6. Email - pre-framing via email works well if you’re using JV partners to endorse you or buy a solo ad.
  7. Presell pages - these are great when wanting to educate people and give them background information. These pages have a call-to-action leading to the product page.

Qualifying subscribers

  1. Pop-ups - this element is kind of obsolete now, but it still has some use in special circumstances.
  2. Squeeze page - this is a very simple page that looks like a popup, where the user has only two choices - give their email address to go forward or leave the page. They are very effective.
  3. Squeeze pop - these are like squeeze pages, but you can place them in many places on the same page.
  4. Free-plus-shipping, two-step form - in the first step the user is asked for an email with some personal information. In the second step, he is asked to pay for the free shipping. So, we have two steps in one form - qualifying subscribers and qualifying buyers.
  5. Webinar registration - free webinars are great to generate leads.
  6. Free account - it works very well with software and membership programs.
  7. Exit pop - once people want to leave your site show them a popup with a great headline. This is the last chance to get their email address before they leave your site.

Qualifying buyers

  1. Free-plus-shipping - this is Russell Brunson’s favorite way to qualify buyers.
  2. Trial - a very low-cost trial offer is also a great way to qualify buyers.
  3. Tripwire - you can offer one part of your product for a very small price - like seven dollars.
  4. Self-liquidating offers (SLO) - some of your offers, like free-plus-shipping, may lose you money, this offer will help you get your money back. It’s a more expensive one, between $37-$97 dollars. People need a strong bond with your Attractive Character to buy these types of products.
  5. Straight sale - a regular sale with one of your high-ticket items (between $97-$5,000 dollars or higher).

Identify hyperactive buyers

  1. One-time offers - usually these are additional offers that complete the value of the initial one.
  2. Down-sales - when a buyer refuses your one-time offer, you can try to sell them a regular payment plan version.
  3. Affiliate recommendation - when the buyer finishes all the purchasing steps and is on the “thank you” page, you can link him to other offers he might be interested in.

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