High ticket funnels are all the rage right now, BUT, there’s a dirty little secret about high ticket funnels that nobody’s talking about!
There’s been a big shift lately towards high ticket offers and of course, funnels geared towards selling high ticket offers. This is largely due to the fact that it’s much easier to be profitable with rising ad costs when you can afford to spend so much more to acquire a customer.
With Low ticket sales and e-com, you have to be really good at running ads or you’re going to be in the red pretty quickly.
Now with the high ticket funnels, most of them have some sort of educational aspect to them. A Webinar, a workshop, a VSL, something like that. We know it’s not likely that a cold audience is going to land on a sales page for a high ticket product and convert, unless of course you have a high level of authority like Russell Brunson, or Tony Robbins, or someone like that right?
Now a big mistake that I see lot’s of people making, is in assuming that a funnel is all they need. Sure, there are people out there killing it with a high ticket funnel and nothing else… but thats an exception to the rule. I mean if you get enough people to do anything a certain number of people are going to get a good result from it right? But regardless of the coaches and gurus that say they have a system, or a funnel thats going to make you a million dollars, the truth is… you need more than just one funnel.
You see, there are so many business owners and entrepreneurs that get caught up in this funnel thing that they forget that while a funnel is a critical selling tool, it needs to live in a much larger marketing environment. If you truly want to take your business to multiple 6 or 7 figures, you need to take marketing seriously… Having 1 or 2 funnels… thats not taking marketing seriously… thats taking one tool and betting the house on it.
The dirty little secret about high ticket funnels that nobody is talking about…
… Is the fact that unless you’re well known, most people are going to open up another tab and do some research before moving ahead. They don’t just travel through the funnel exactly the way you want them to… no matter how well you build the funnel and no matter who wrote the copy!
You can’t make the mistake in thinking that once people enter your funnel, they are going to go through it page by page, step by step, until they reach the end. And if they fall out halfway through, you’re going to recapture them with an email and have them continue their journey.
The truth is… we live in a multi tab world now. How many tabs do you have open in your browser right now? Like most people, I’m going to guess multiple. To think that people aren’t going to stop at a certain step, open up a new tab and do a little bit of research is ridiculous.
Think about the last time you went through a funnel, especially if you’ve been through a high or even a medium ticket funnel. I’m willing to bet that if you had never heard of that person before, you at least googled them right?
Now what happens when that person fell for the “one funnel away” Idea? What happens when you google them and you cant even find a website… in your eyes how much credibility do they have? Even if they have pictures with influencers and a page full of testimonials.
I’ve run into situations where I’ve gone through a funnel, and had a problem with my purchase or a question or something like that, and I literally couldn’t find a way to reach out to the person for help.
And not having any other type of presence online can actually kill your conversions completely. Let’s say you’re in a competitive niche like fitness or digital marketing. There’s always going to be a ton of affiliate marketers that have those “Review” sites that are actually more about promoting their affiliate offers. So when you type someones name in you’ll see bunch of so called review sites that wrote a blog about the program, and at the end they recommend a different program.
Or you’ll see that someone who has never purchased your product has left fake negative reviews. These are NOT authority sites, the only reason they show up when someone googles you is because you’re a ghost online! You allow them to do it. The best way to combat this is to first and foremost setup a website. Then publish useful content on other platforms like YouTube, or a podcast, or anything thats going to show up when people go searching for more information about you, your business, and your offer.
At the end of the day, people are doing research while going through your funnels, and they are trying to verify everything they see. You need to make sure you control what information they find about you, and control the way your business is presented online. This is why a funnel only strategy is going limit your growth.
What I do with my clients and business owners who go through my program is use those funnels as a conversion and sales tool within a Flywheel Marketing Environment. If you’re not sure what a Marketing Flywheel is, watch this video, but to break it down, its a system that attracts your ideal customers and positions you and your business as the authority and market leaders. When they hit the conversion step and go through your funnel, if they fall out or start doing additional research, there’s a ton of information online that backs up your core promise.
The best part is, if they aren’t ready to move forward, they at least have other avenues of engaging with your business and learning more about you. They get nurtured at their own pace and the flywheel puts them back in the right funnel, presenting the right offer, at the right time.
Trust in marketers is at an all time low. Every day less and less people believe in your countdown timers or whatever scarcity you’re using… everyone knows they can find your funnel again and just use a new email to enter into it, so those upsell pages after a lead magnet that say, you’re never going to see this page again… yea, hate to break it to you, but your audience is smarter than that.
So, at the end of the day, I’m actually a really big advocate for high ticket funnels.
I just believe that they will perform so much better if they are used as a pice of a great Solopreneur Flywheel Strategy.
