2. The 7 Phases of Funnel
1
Traffic Temperature
Categorize audiences as hot, warm, or
cold to tailor messaging.
2 Pre-Frame Bridge
Create content to warm up traffic
before landing page visit.
3
Qualify Subscribers
Offer value for email addresses to
identify engaged leads.
4 Qualify Buyers
Filter subscribers with low-ticket
offers to find buyers.
5
Hyperactive Buyers
Identify high-value buyers ready for
premium offerings.
6 Nurture Relationships
Build trust and ascend customers up
the value ladder.
7
Sales Environment
Tailor strategies for high-ticket sales
beyond online funnels.
3. Traffic Temperature
Hot Traffic
Familiar with your
brand/offerings. Engage via
emails, social.
Warm Traffic
Aware of problems/solutions.
Nurture with educational
content.
Cold Traffic
Unaware of
problems/solutions. Bridge
with high-value content.
4. Pre-Frame Bridge
1 Purpose
Set context before landing page to
increase resonance.
2 Hot Traffic
Simple emails or social posts to maintain
relationship.
3 Warm Traffic
Videos/articles introducing your solution
to warm leads.
4 Cold Traffic
Educational content explaining pain
points and solutions.
5. Squeeze Page
Premium Offer
Entice with something
valuable: ebook, webinar,
discount.
Email Exchange
Capture emails from interested
visitors to build list.
Quality Leads
Filter for engaged, likely-to-
convert subscribers.
6. Qualifying Buyers
Transition Immediately offer low-ticket purchase after
subscribe
Distinguish Separate freebie-seekers from potential
buyers
Engage Nurture buyers promptly to increase lifetime
value
7. Hyperactive Buyers
1
Identify
Recognize buyers willing to invest significantly.
2
Personalize
Tailor high-value offers to match purchase intent.
3
Prioritize
Focus on nurturing this loyal, high-value segment.
8. Nurturing Relationships
Familiarity
Build customer trust and affinity through
follow-up.
Personalization
Customize communications based on prior
interactions.
Value Ladder
Guide customers to higher commitment
offerings.
Loyalty
Foster repeat business and brand advocacy.
9. Changing Sales Channels
1 Limitation of Online
Some offerings require high-touch sales
approach.
2 Calls & Meetings
Phone calls and in-person meetings for
high tickets.
3 Direct Mail
Targeted physical mail for
exclusive/premium offers.
4 Events
In-person events to demo and sell
personalized solutions.
10. Follow-Up Funnels
Soap Opera Sequence
Email series creating compelling narratives to
pull leads through funnels. Drive excitement
and anticipation.
Daily Seinfeld Emails
Casual engagement outside sales funnels.
Share stories, build rapport, and guide
customers back.
11. Traffic Types
Owned Traffic
Email lists, customer
databases you control directly.
Controlled Traffic
Paid sources like Google Ads
you can direct.
Earned Traffic
Organic traffic from reputation
and word-of-mouth.
12. Owned Traffic Power
1
Direct Access
Communicate without intermediaries or added costs.
2
List Building
Grow your list to exponentially increase revenue potential.
3
Conversion Focus
Convert controlled and earned traffic into lists.
13. Attracting Traffic
Hot Traffic Strategies
Leverage existing
relationships via email, social
media engagement.
Warm Traffic
Strategies
Content marketing educating
on problems/solutions.
Cold Traffic Strategies
High-value lead magnets
addressing pain points.
14. Pre-Frame Example
1 Educational Blog
In-depth article on industry challenges cold leads face.
2 Explainer Video
Animated video providing context on the problem space.
3 Landing Page
Page promoting gated webinar/guide solving challenges.
15. Squeeze Page Design
Catchy Headline
"Discover the Secrets to [Desired Outcome]"
Compelling Visuals
Eye-catching imagery representing the core
benefit.
Clear CTA
Prominent button: "Get the FREE [high-value
lead magnet]"
Proof Elements
Testimonials, statistics, credentials to build
trust.
16. Soap Opera Sequence
1 Email 1: The Hook
Introduce narrative and build excitement for what's next.
2 Email 2: The Drama
Dive into a core challenge facing your customers.
3 Email 3: The Secret
Share an insight into your approach/philosophy.
4 Email 4: Hidden Benefits
Reveal unexpected value your solution provides.
5 Email 5: Urgent Action
Limited-time offer to drive immediate purchase.
18. Traffic Acquisition
Paid Ads
Google, Facebook, Instagram
ads for controlled traffic.
Content Marketing
Blogs, videos, podcasts for
organic SEO traffic.
Influencer Outreach
Partnerships for earned traffic
from trusted sources.
19. Converting Traffic
1
Attention
Leverage ads, content, influencers to drive visitors.
2
Landing Page
Dedicate pages to capture emails through lead magnets.
3
Email Follow-Up
Nurture subscribers into customers via funnels.
20. Ascension Model
Free Offers
Ebooks, guides,
webinars to capture
leads.
Tripwire
Low-cost entry
products to identify
buyers.
Premium
Core solutions and
consulting for big
spenders.
Profit
Maximizers
Recurring plans, high-
end services, events.
21. Customer Value Journey
1
Stranger
First encounter through ads, content,
referrals.
2 Prospect
Provide value through lead magnets
in exchange for email.
3
Customer
Convert with tripwire offer and core
solution.
4 Advocate
Delight and encourage advocacy
through great experience.
22. Building Relationships
1 Personalization
Tailor messaging to unique interests and
stage.
2 Value-Added
Go beyond sales, provide free helpful
resources.
3 Consistency
Show up regularly across channels to
stay top-of-mind.
4 Social Proof
Share customer stories to amplify trust
signals.
