Whatever service you provide or product you sell, there are people out there who want it. The desire exists, and it existed before they ever came into contact with one of your ads. When we advertise we are not creating desire, we are showing the consumer that we are the ones who can fulfill that desire. As long as we believe we are trying to create desire instead of positioning ourselves to fulfill preexisting desire, we are doing ourselves a disservice. Once we can admit this, our job now becomes to show our product or service to the right people. The people who are already interested and waiting for that push to spend money. The time of random ad placements, billboards, radio, and the like is over. Its time to systematically target, test, and pinpoint exactly the people ready to buy right now. 

When I run a marketing campaign there is nothing random, no guesswork, no part of it that doesn't have a reason for being the way it is. This allows me to form my hypothesis, iterate, collect data, improve, and repeat the process - only better. Things are done and changed in a systematic way that allows me to know exactly what caused what. Here is what 99% of people do: They create their campaign and go live. Within minutes they are tinkering and messing with everything. They get some results and again go back and change things at random. How can you know what to change without a testing phase? How can you know what made the difference if you change multiple things at once? Remember, folks, this is a science.

You're probably wondering what a funnel is. Here you go: The definition of the sales funnel (also known as a revenue funnel or sales process) refers to the buying process that companies lead customers through when purchasing products. Now, what do I mean by that? I mean the steps that your customer will go through from the moment they click on your ad, until they purchase your service or product. The majority of companies out there are still working in the past. A potential customer clicks on an ad on google after searching for a specific product, and suddenly they are on your home page - seeing nothing about what they wanted. They click on your Facebook ad and instead of it guiding them towards a purchase, it takes them to some other section of your site. Every step the customer takes after clicking on your ad should be carefully planned, tracked and optimized to make them purchase a specific product. This allows us to measure the success and build better and better funnels that convert more and more customers. If you want an example of a landing page and funnel, click on Free Case Study at the top or bottom of your screen and schedule a free strategy session with me.