What Is A Funnel?
What’s up, fit pros? Rahz Slaughter here from Fitness Business Mastery dot com, and I’m here with a quick tutorial on funnels. The reason I wanted to create this is that not only some of my coaching clients have been struggling with understanding funnels, but they come to me and say, “Rahz, what are the funnels I need? What is a funnel?” I think that fitness professionals whether you’re a personal trainer, independent contractor, studio owner, bootcamp owner, you need to understand that funnels just because it’s a cool word does not mean that you need to have it in your business. It depends on where you are in your business and how you’re going to actually implement that funnel and what is the outcome you want once you have one set up.
At the end of this conclusion of this training you’re going to know specifically what a funnel is, what are the best types of funnels for fitness professionals and how to design one so that it’s simple, effective and it’ll get you the outcome you want which should be get prospects, turn those prospects into leads, turn those leads into sales. When you agree that’s what we’re in business for, the more we can ring the cash register, the more that we can earn, the more bigger the impact we can make which is going to set us up for independence which is the primary focus of the Kaizen Mastermind, which is my mastermind program.
Let’s get right into this real quick. We see this here is for personal trainers and studio owners specifically who want to understand funnels, leads and sales. Now this is what a funnel looks like. I’m not a great artist but I’ll share with you. It’s basically you’re going to dump your prospects in there. We’re hoping these leads are going to come out here where you’re going to be able to make a sale. Very simple.
What is a funnel?
I wanted to share with you guys a very simple definition of a funnel. A funnel is a series of simple steps that a prospect takes to make a buying decision. Now, a lot of people wonder, “You know what? Oh, I hear that they talk about I need to have a lead pages. I need to have clickfunnels. I need to have some of these other things.” What I want you guys to understand is that when you’re designing a funnel, it’s just a bunch of steps that are going to lead your prospect or leads, excuse me, into a buying decision whether they come through you from Facebook, you do a public speaking and you’re up in front and they go to the back of the room, whether they come to you from referrals. It’s just a simple amount of steps and you can design this online and offline. A funnel does not have to be a online thing and I’m going to share with you a little bit more about that in a little bit.
Let’s talk about what a funnel isn’t. You guys specifically know what a funnel is…
- One, a funnel is not a website. That’s a misnomer. I think a lot of people think that funnels are websites. Oh, I got a funnel up. Just because you got a page up on the World Wide Web does not mean you have a funnel. I want you guys to understand it’s not a landing page either. A lot of people think, “Oh, I have a landing page.” Well, where is that landing page taking someone to? What is the outcome of that landing page? What is the call to action on that page and where does it take them? See, a funnel again, I want to remind you, a simple process of steps that’s going to lead a prospect, turn them into a lead, that lead into a qualified buyer, that qualified buyer into a sale which is to us clients.
- It’s not a Wufoo form. I’m doing strategy calls for my Kaizen Mastermind and all the time people are like, “Oh, yeah. I get Wufoo forms all the time. I have a two-step that everyone talks about, this two-step funnel. It’s great. Facebook to Wufoo, yeah.” Well, is that working for you? How is that working? If you were on the phone with me, it probably isn’t working as well as it did 24 months ago when a lot of people started using the two-step. I want you guys to know, just remember, not a website, not a landing page, not a Wufoo form.
Now, we’re just going to talk about, before I go into exactly some more of this training, Why funnels fail. There are a lot of reasons funnels fail and you have to understand, as a fitness professional, I really want to inspire you to learn your craft, learn how … You can’t hire out for everything. I own multiple studios and there’s not a single aspect of my business that I can’t perform. Now, do I do all of them? No, I don’t have to anymore and I have an awesome, amazing partner in Greg Kalafatic who does some of the work as well.
Here’s the deal. If all of that were to change tomorrow and I had to start from ground zero, I know that this is what I want you guys to know about, funnels and why they fail. A lot of times when you put your funnel up, it’s not the page. It’s not the look, the layout, the color. It’s the messaging. If you miss the messaging to your target audience which is your market, it doesn’t matter how pretty your funnel or your page. It’s not going to convert. I want you guys to think about that. Your messaging must match your market and the market then, when you get that together, must match the media that you’re utilizing it for. If you’re going from Facebook and then you got a landing page, if those landing page is not congruent, you’re not going to get high conversions. That’s one reason funnels fail.
Second reason, the copy on these landing pages is crazy. If you’re talking to everybody and someone comes there and say you get me to … I click on your ad from Facebook because it’s cool. It says, “Attention personal trainers who want to look great, feel great, lose weight. You’re an entrepreneur.” Boom. I click on it. I get there and it says, “Hey, ladies.” You missed me. I’m off your page. I’m going to bounce very quickly. This is what I see a lot of fitness professionals do. They design pages. They have a great ad because they copy and paste someone’s ad and that’s converting for them. They’re getting the click but then I go to their page and I’m like, “Whoa, total disconnect.” First of all, it says, “Attention ladies.” You get here, you got dudes all over your page. Not happening. That’s going to make sure your funnel fails.
Now a lot of agencies out here that are doing a lot of work for fitness professional. There are some that are good, some that flat out suck. You know this and you know who you are. If you’re watching my video, I don’t mind telling you exactly that because I’m going to keep it real, raw and relevant with you because I know how to do my own shit so I don’t need you to do it. I’m just honest like that and that’s what I want more from you guys as fitness professionals. Learn how to, A, write some decent copy for your landing pages. B, learn how to utilize the software. You got lead pages, clickfunnels. You got all the different builders. If you want to go way back, you got Optimize 2.0 or 3.0 at this point. You can learn this stuff. If you learn it, then you can do it.
We’ve all heard the old adage. Give a man a fish, you feed them for a meal. You teach a man to fish, he’ll have meals forever. That’s what I want to inspire you guys to do. Go out there. Learn about how to build your own funnels. Learn about the software. Learn about how to write a little bit of copy. Learn about what other … You need an email autoresponder. You need a form builder. Learn these things and then you can actually go out there and build funnels because you could test them on your own time and you don’t have to waste money on hiring someone to do it for you.
Number three, what are a couple of the different types of funnels that you should have in your business in order for you to grow and scale in 2018? See, with what we have here at Meta-Burn Fitness, we’re multiple six figure earning studios and multiple studios. We’ve learned that there are basically a handful of funnels that we must have and we don’t need have to have all of the sexiness about them.
List Building Funnel
These are the three that I think every fit pro should have. One, you should have a list building funnel. A list building funnel is crucial. If you’ve been following any of my information for a while, you know I really believe in this. This is a little old school for you guys but here’s the bottom line. If you have a list, you own your own market. You own it. Once you get someone to give you their email, now you can repeatedly market to them with your message connecting that, connecting with the trust and building authority. What’s great about that? Anytime you want to drop a low barrier offer, boom, you have your list. If Facebook decides to shut fit pros down, you have your list. If your website is hacked, you have your list. It’s an asset to your business. I can’t reiterate …
When we start training and coaching people, one of the first things I tell you is we got to build your list. If you got a localized list of anywhere from two to seven to 8,000 people, you’re going to dominate because at any given time, in any given month, you could put together a campaign and get leads to come in your door because you made a great offer. That’s so important. I want you to have a list building.
A sales funnel, that’s the second one. A sales funnel is simple. You have a ad. You have a landing page. You have a sales page. It’s a lot different than a landing page because a landing page has one outcome you want. Here’s what you’re here for. Give me your email address. I’ll give you my bait piece. I’ll give you my free buy. I’ll give you my lead magnet. That’s what you’re going to get with that. But a sales page takes a little bit more creativity. You got to have a video. You got to have a long copy. You have to have a FAQ. You want to make sure that you have the objections all listed out so whoever is on there whether they’re right brain or left brain, they’re able to actually discern should they make a buying decision, should they trust you enough to actually invest in your services. That’s crucial. You got to make sure you have a sales funnel.
Now, what are some different types of sales funnel you can have? You could have one for a six week challenge, a 12 week challenge, 24 day, 28 day, whatever you’re doing. I’m going to drop a little hint for you guys. I believe that in 2018 fitness professional should be making digital products. Make a digital product that’s very easy for someone to take a buying decision. Maybe 7, 14, 21, $39. Make it so easy that they can actually start to trust you. Get on their laptops, their smartphones, their tablets and have them. Teach them about nutrition. Teach them about exercise they could do on their own. Then when you drop your bigger price, higher tier services, they’re like, “Yeah, I love Greg and Rahz. They’re awesome. I have one of their ab programs at home. I have one of their little meal plan set ups.” It is crucial.
I could tell you that we have two or three different products that we’re going to be sharing with our market in 2018 and we’ll be able to delivering that to our coaching clients via just drop and push and copy and paste because as we create, we can share with our coaching clients.
The third funnel you should have is what we call an awareness funnel. Now, this is a funnel that’s designed specifically so people can learn, meet you, connect with you and learn to trust you. It’s so crucial to your overall optimization of your sales process. When people learn to become aware of you, they get to meet you and they meet you at their discretion. You’re not asking them to do anything crazy. Give me an email. You’re going to put up an awareness video.
One type of video that we use is “I remember”. I got this from the Facebook agency guy Scott Rawecliffe. I have to give him props because it was a great idea. What he tells you, you create a video and you put a little testimony on it. You tell a little bit of a story and then at the end you say, “If you like some more information, go here.” Then you just put a couple of dollars a day to that and you let them run. Why? Because now when you put your bigger offers out there, what’s going to happen? People are going to remember that video connects you to that service, that testimonial, social proof, boom. Now they got one step closer to actually trusting you and understanding that what you do is amazing. See?
These are the three funnels I want you guys to think about: a list building, a sales funnel and an awareness funnel. If in 2018 that’s all you focused on, I promise you not only will you pack the shit out of your studio, but more importantly you’re going to be profitable and that’s what you want to focus on in 2018. The time where we’re not focused on being profitable anymore is over. I don’t care how many active clients you got. All I want to know are you profitable and how much money you’re taking home at the end of the day? That’s crucial.
What’s the next step? We’ve talked about one. We know what a funnel is. We know what it’s not, what are the three basic types. Let’s go into designing a funnel. I’m going to actually do one right here for you guys real quick. I got a pen here. I want to just draw something out for you really simple. This is your Facebook ad. Now, this is your media. I want you guys to think about that right now. That’s what you got to understand is once you have your market, you understand your message, you’re going to make that message. You’re going to put an ad on Facebook.
I highly recommend it being a Video ad. Why? If you’re not great on video right now, this is the key differentiator from those who are pros and those who are amateurs. You got to start to work on how do you get on camera, how do you articulate exactly what you do, why you’re better than anybody in your market because if you’re going to dominate in 2018 and not just survive, you must be able to get out there and showcase your expertise. The best way to do it is video.
Once you create your video, what’s the next step? Now, you told them in this video, “Hey, I have something for you.” You’re going to send them to a page and that page is probably going to have what? Another video. Absolutely. Now you’re going to make sure that it’s congruency from the Facebook to your landing page. Here’s what I want you to make sure. In that video, you’re just going to reiterate what you told them in this ad, but then you’re going to give them something which is called a offer. Now this offer is crucial. It can be something very simple. Here’s a lead magnet. You can do a lead magnet offer. You could actually do a low barrier offer which can be … Say, you’re coming in for a 14 day or a 28 day program. Great. You get them there.
Now, what’s next? Of course you want to make sure you have a thank you page. On that thank you page, if it’s a lead magnet, that’s where they’re going to get their free gift or whatever. I always like to send them to that page either way so that they can now get … We can get some social proof here as well as you’re going to give them a welcome video, another video. Now, this is a simple formula but this is … What are you doing? Throughout this process, they haven’t even walked in your door yet and they’ve seen you three different times, three different videos and these videos are what? What are they doing? They’re building what we consider your ace, your authority, your celebrity and your expert positioning.
Now, the cool thing about this is that you can have a bunch of social proof here so they know you’re awesome. But what do you do here? Once they come here, then I want you to make sure that you do this. It’s called email followup. No matter if they come here or not, you’re just going to have email one, email two and email three. In these three emails, they’re called indoctrination emails. I want you to start to get them. The first one is simple, a welcome email. Boom. Welcome to my community. I want to let you guys know that this is what you guys can expect. It’s going to be amazing experience. Trust me. There are people just like you getting amazing results. We’re so happy that you’re here. Let me also invite you to my private Facebook group.
Now, if you don’t have a Facebook group and you’re a fitness professional and you’re not in there … A lot of people have these groups and they’re … Crickets, crickets, crickets. That’s what’s happening in there. You got to be in there engaging your community, building your tribe, educating your tribe, fulfilling it, creating conversations, asking questions. It’s crucial.
Here’s another thing. Not knocking these copy and paste products out there, but if you’re not original, if you’re not keeping it you, they could feel that. Oh, an inspirational post. Great. Oh, a picture of another recipe. Great. Why don’t you create your own content because aren’t you an expert? Oh, you don’t have time for that? Then what are you doing? Are you building your business or are you trying to copy and paste your business to success? Ooh, I know. I might ruffle a few feathers there.
Next thing you know on this next email you got here is you want to start to indoctrinate them into your tribe. How do you do that? You want to give them some content. Teach them something. The second email you’re going to teach and then the third email you’re going to upsell them. Now, you’re going to bring them in and say … They’ve already come in but they probably already got your … They came in. They got their 14, 28 day. I want you to upsell them, offer them something. You’re a marketer. You’re a business owner. Offer them a 30 day supply of protein. Offer them your DVD package. Offer them something. This is going to get them used to going in their pocket, pulling out that credit card and being willing to swipe and trust in you. Very simple.
That’s what a simple funnel looks like for us guys. It’s really simple. Not too crazy. Anybody can do it. What do you need to do that? Hey, you just need, A, a Facebook account. That’s what you need. Two, you need a page builder and, three, you need a email system. Not going into details. We use ActiveCampaign. Very simple. If you have those three things, you can rock and roll and you could build the funnel, a simple funnel. You can start with your list building funnel. You can build sales pages or [inaudible 00:16:40] page. It doesn’t matter as long as you’re building something. This is crucial to your goal.
Let’s talk about number five here is … No, I don’t want to … Yeah. Number five. Didn’t even put it behind there so I didn’t want you guys to know. I got a challenge for you. See, it’s awesome to get online, watch training, get fired up, motivated, but if you take no action, nothing is going to happen. If you keep doing the same thing you did in 2017, in 2018, you’re going to get the same results. If those results weren’t phenomenal, extraordinary and you want better ones, then you got to do something different. My mentor always says, “If you keep doing the same thing, you’re going to get the same results.” I said that.
CHALLENGE – Do This Now…
What I want you guys to do right now is take action. In the next seven days, who’s willing to step up and build out one of these three funnels? I highly recommend you build out a list building funnel. It’s really simple to do. You just create a simple worksheet, checklist, eBook, report, whatever you do, but make sure it’s specific for your market. Make sure it’s specific for your niche. What do you do better than anybody in your local area? I’ll share with you. I have what’s called a little bit of a unique selling proposition. We’re recognized as the Long Island’s most respected personal training and nutrition company for women. I say that in all of my videos. Why? Because that’s who we serve.
Once you know that, I can create a simple checklist, seven things that every woman over 40 must need to know if they want to be healthy, lose weight and have more energy. I create that. I put it up on Facebook. I create a page where they can download it. I got my thank you page with a video and then I set up some emails and that’s a simple list building funnel. Funnel 101.
I hope you guys enjoyed this. If it serves you, do me a huge favor. Let me know. Wherever you’re watching this, if it’s on Facebook, hit the like button, share it. If you’re on Facebook, you want to DM me straight and say, “Hey, Rahz, I love the training. Thank you so much.” If you have questions about it, hit me up. I’m going to tell you, I’m just like you guys. I’m not some guru. I’m just a guy that’s passionate about building up my business and about sharing the information that I’m learning and I love to learn and and share my experiences with other awesome and amazing fitness professional, personal trainers, and studio owners.
The last thing I want to go is what’s next? It’s simple. Of course join our private group. It’s at fbmnation.com. This is a place where I’m going to put more trainings. I’m going to do some exclusive stuff there in 2018. I’m going to be sharing with you guys. Everybody in that group will know before we ever share when my book drops, when my new events are coming out, when we’re opening up for mastermind again. We also will put discounts and specials in there and you’ll be a part of my tribe. My tribe is a tribe of people just like you and me. We’re trainers. We’re coaches. We’re business owners. We’re people who love making impact. We’re trying our best to create a huge world change in health and wealth and I think that you should be a part of the fbmnation.com. Head over there. Join today. I look forward to seeing you guys on the inside. I’m Rahz Slaughter from fitnessbusinessmastery.com and I’ll see you in the next tutorial. Have a great day. Boom.
GOT A QUESTION? Please leave it in the comment box below and I’ll answer it for you right away. Later!