FORMULA

MARKETING FUNNELS 101

 FUNNEL ANATOMY
Copyright 2015 The Fletcher Method

Regardless of the industry or niche you’re marketing to, every sales funnel has these four core elements: A traffic source to
generate awareness and interest (get the click), a lead magnet to generate the opt-in (or sale), Authority Amplifier to increase
engagement, trust and provide context, and a Conversion Event to generate the sale.
ONE PAGE FUNNEL

FOUNDATION FLOODGATES FUNNEL PAGES

ULTIMATE LEAD AUTHORITY CONVERSION

AVATAR MESSAGE OFFER AMPLIFIER
MAGNET EVENT
EMAIL
TRAFFIC
SWIM LANES

SOURCE

People Avatar Scalable PPC (Facebook Cheat sheet Webinar

Training video
Problem Currency Measurable Ads, Google Template Strategy call
Video sales letter
Profit Metric ROI LinkedIn, Twitter) Case Study Live event
Software demo
Presence Timeline Recurring Website traffic Video Virtual event
Case study
Pathway MDM! Leveraged Email traffic Free trial (software) In-person consult
Pre-webinar training
Currency Content Free trial (membership) Shopping cart (VSL)
marketing Coupon
Offline marketing Quiz or survey
Referral traffic Contest
Checklist
Event ticket
Free book/ e-book
Webinar
 THE ONE PAGE FUNNEL
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel with
more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right place at
the right time. This system is simple to comprehend and launch quickly.
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL

EMAIL
5 SWIM LANES

TRAFFIC PAGES
SOURCE

LEAD AUTHORITY CONVERSION

VIDEO 2
MAGNET AMPLIFIER EVENT

OUTREACH

OFFLINE
 5 MINUTE FUNNEL FINDER
Copyright 2015 The Fletcher Method

For nearly every industry, business model or niche, chances are that one, if not several people have spent countless hours and
dollars testing marketing funnels to find out what works. The good news is that you get to skip these trials and tribulations and
start with a funnel that’s already been proven to work for your product or business.
ONE PAGE FUNNEL

LIQUID LOCAL C.A.C. QUIZ WEBINAR EVERGREEN LAUNCH

FUNNEL FUNNEL FUNNEL FUNNEL FUNNEL FUNNEL

EMAIL Technical Level Easy Easy Moderate Moderate Advanced Advanced

Time and expertise
required to launch

Offer Pricing $0-$97 $0-$20k $1500-$20K - All - $500-$1500 $500-$2500

Price of the front-
end product

Business Models Profesional Services Coaching

Books/E-books - All - Online Training Online Training
(Doctors, Lawyers, Chiro) (Business and Consumer)
Products or niches
with proven track
Health and Fitness Agencies Membership sites Membership sites
record of rapid Apps and Games
(Gyms, Martial arts, Spas) (Business and Consumer)
scale using these
funnels Coaching Coaching
Food & Entertainment Consulting (Business and Consumer) (Business and Consumer)
Trial products (Business and Consumer)
(Dining, Bars, Venues )
Agencies Agencies
E-commerce Ecommerce (Business and Consumer) (Business and Consumer)

Consulting Consulting
SaaS (Business and Consumer) (Business and Consumer)
 THE LIQUID FUNNEL
Copyright 2015 The Fletcher Method

The Liquid Funnel should be used to recover or “liquidate” the cost of advertising, while creating a new buyer (customer). This
funnel is great for low priced ($0-$97) offers. Up-sells should increase the average order value by 3-4X. This is also a great
funnel to add to the front end of already-successful mid-high end funnels (webinars, C.A.C and evergreen launch funnels).
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL
EMAIL
SWIM LANES

UPSELL UPSELL

OPTIN PAGE AUTHORITY ORDER FORM

AMPLIFIER

TRAFFIC
SOURCE

DOWNSELL DOWNSELL

PAGES
 THE LIQUID FUNNEL (NO OPTIN)
Copyright 2015 The Fletcher Method

The Liquid Funnel should be used to recover or “liquidate” the cost of advertising, while creating a new buyer (customer). This
funnel is great for low priced ($0-$97) offers. Up-sells should increase the average order value by 3-4X. This is also a great
funnel to add to the front end of already-successful mid-high end funnels (webinars, C.A.C and evergreen launch funnels).
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL
EMAIL
SWIM LANES

UPSELL UPSELL

AUTHORITY ORDER FORM

AMPLIFIER

TRAFFIC
SOURCE

DOWNSELL DOWNSELL

PAGES
 THE LOCAL FUNNEL
Copyright 2015 The Fletcher Method

This funnel is a proven sequence for driving prospects and customers to a local offer. This includes retail, services (legal,
accounting, financial), health and fitness and entertainment. This is similar to the C.A.C funnel, except with local, the key is to
create awareness with a free or low cost “irresistible offer” and let the funnel do the work. The key to success with this funnel is
you have to know your numbers! ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL EMAIL
SWIM LANES

OPTIN PAGE AUTHORITY PROSPECT PURCHASE

AMPLIFIER FILTER

TRAFFIC
SOURCE

PAGES
 THE C.A.C. FUNNEL
Copyright 2015 The Fletcher Method

This is the go-to funnel for coaches, agencies, consultants and SaaS companies. If your business model involves human
interaction to acquire new clients (in-person, phone or web sales) this is the funnel for you. This funnel is simple to set up and
has a great deal of “forgiveness” built-in, as a moderately effective advertising strategy and content can produce a great ROI.
This funnel works best if your offer pricing is $1500-$20K+. ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL

EMAIL AUTHORITY PROSPECT

OPTIN PAGE FASTRACK NEW
AMPLIFIER FILTER CALL CLIENT
SWIM LANES

TRAFFIC
SOURCE

PAGES

Signature Solution Series Paid Strategy Session

 THE WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

The webinar funnel is a very effective model for generating predictable sales on autopilot. This works great for those selling
courses, memberships or coaching programs. I recommend that you only attempt to automate webinars after conducting ten
or more live sessions with a desirable conversion rate 10%+, depending on your pricing.
WINNING WEBINARS

3 days 4 days
Ads >

Email >

Pages >
SWIM LANES

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM

SIGN UP! SHOW UP! PAY UP!

 THE QUIZ FUNNEL
Copyright 2015 The Fletcher Method

The power of this funnel lies in relevance and segmentation. If your business model involves delivery of products based on
clearly segmented client categories, the Quiz Funnel can work like a charm. As a result of increased relevance, these funnels
can produce 2-3X greater conversion rates than their linear counterparts.
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL
EMAIL
SWIM LANES

PROSPECT
QUIZ HOME FASTRACK NEW
FILTER
PAGE CALL CLIENT
OPTIN PAGE
Copy that sells the
TRAFFIC benefits of taking
SOURCE the quiz

PAGES

Authority
Amplifier

Paid Strategy Session

 THE EVERGREEN LAUNCH FUNNEL
Copyright 2015 The Fletcher Method

Made famous by Jeff Walker, the Launch strategy is still among the most effective funnels for selling mid-priced products and
programs. The core of this model is to create a “sideways sales letter” - delivering content (usually using simple screen-share
or live videos) over a period of 5-10 days. This model should be used only after generating a positive ROI with more simple
funnels (webinar or C.A.C funnels). ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG RTG

AD AD AD AD AD AD
EMAIL
5 SWIM LANES

EMAIL

OPTIN PAGE VIDEO ONE VIDEO TWO VIDEO THREE VIDEO FOUR ORDER FORM

TRAFFIC
SOURCE

PAGES
“WHY” “HOW YOU CAN” “HOW I DID IT” “ACTION”
(BIG OPPORTUNITY) (FRAMEWORK) (PROOF) (OWNERSHIP)
PRODUCT LAUNCH FUNNEL FRAMEWORK
Copyright 2017 The Fletcher Method

THE BIG
PROMISE________________________________________________

“WHY” “HOW YOU CAN” “HOW I DID IT” “ACTION”

(BIG OPPORTUNITY) (FRAMEWORK) (PROOF) (OWNERSHIP)

X X X X

V1 TITLE: V2 TITLE: V3 TITLE: V4 TITLE:

*Can Be a Webinar

Introduce Yourself Introduce Yourself Introduce Yourself Introduce Yourself Program Overview
Tease Payoff Review Last Video Review Last Video How I Can Help You Paint By Numbers
Wy this is different Tease Payoff Tease Payoff Start From Scratch Module Breakdown
Challenges (3) ESP Disclaimer: Real Results What it Takes to Win Tease Value (Stick) Testimonials
It’s Not Your Fault Tease Case Study Video 3 Payoff (Deliver Content) Credibility Guarantee
Big Opportunity Payoff (Deliver Content) - Commitment Time to Commit Takeaway (Not For)
Expert Positioning “How to”" steps Tease Sale You Can Do This Recap - Price Juxt
Kill Myths Commitment Hook Next Video Preview “Start From Scratch” Challenge You
Payoff (Deliver Content) Hook Next Video Preview Call to Action Comprehensive Bonus
Commitment Call to Action Why I Am Doing This Risk of Not Acting
Hook Next Video Preview CTA
Call to Action
 FUNNEL LINKING
Copyright 2015 The Fletcher Method

Once (and only after) you achieve positive ROI for one funnel using the funnel finder to launch the best funnel for your skill level
and business model, you can generate tremendous revenue and growth through “funnel linking” or running two or more funnels
in sequence. Using this technique almost always produces an exponential increase in LTV (lifetime value of a client).
ONE PAGE FUNNEL

C.A.C. Filter qualified prospects into

coaching agency or consulting
FUNNEL programs using direct sales

Create a profit, build core

EMAIL WEBINAR business or filter for high end
FUNNEL
5 SWIM LANES

products and programs

Downsell

Generate a customer and

LIQUID finance lead generation - can
FUNNEL be at or below break-even

Downsell
 FUNNEL STACKING
Copyright 2015 The Fletcher Method

Funnel stacking is an effective strategy for re-activating leads who are stuck in some part of your funnel(s). Once you have a
single funnel that’s performing at a positive ROI, you can “stack” each phase of the funnel with additional content. Use more
lead magnets to increase engagement and conversion events to increase sales.
ONE PAGE FUNNEL

LEAD AUTHORITY
CONVERSION EVENTS
MAGNETS AMPLIFIERS

Evergreen Launch
OPTIN PAGE

EMAIL
5 SWIM LANES

Webinar Funnel
NEW
OPTIN PAGE CLIENT

Closing Sequence
Webinar Replay

C.A.C Funnel
PROSPECT
OPTIN PAGE FILTER FASTRACK
CALL