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There’s this unfortunate trend online at the moment where people advocate “funnel hacking”.
In some ways it makes sense:
- A successful business person releases a new product…
- You sign up and go through their funnel / marketing…
- You read each email and copy them into a spreadsheet…
- Finally, you replicate these emails / messages for your own product or funnel.
When someone like Tony Robbins, Jeff Walker or Marie Forleo launches a new product, they make millions. Their funnel is a huge success, so it makes sense to copy-and-paste and expect the same…
I see so many entrepreneurs ‘funnel hack’ only to regret it a few weeks later after they waste a lot of time and money. Here’s why….
This is the problem with funnel hacking…
Funnel hacking involves looking at someone else and comparing yourself to them. This is a huge problem whether you compare business models, products, marketing funnels or launches.
The reason is, you only see what the other person wants you to see. You don’t know the whole story, and although you may think it’s making money, you don’t know for sure. You don’t have all the data, so it’s impossible to replicate it and achieve the same results.
Yet this is what I see entrepreneurs do all the time. They throw themselves into funnel hacking, expecting to hit a home run even though they don’t know the full story.
For example, a couple of years ago I launched a $997 product. Thousands of people came through our marketing funnel, and I could tell some of them were only there to ‘funnel hack’.
On the surface this made sense, except these people didn’t know our business model and didn’t know our end game. Which wasn’t to make money from this product at all, but rather to break even so we could acquire new customers and target them for other products later.
But all these entrepreneurs who were funnel hacking did so because they wanted to make money NOW. And although there are many ways you can make money with a $997 offer, replicating the funnel we used isn’t one of them.
This is what you should do INSTEAD of funnel hacking…
Funnel hacking does not work because you don’t have all the details. Those who hacked our funnel lost money because they didn’t have the next step. But it was the next step that we built all our success around, with everything up to that point a means to an end.
This is why funnel hacking doesn’t work, and although you should take inspiration from other funnels, marketing, message and copy, you should NEVER copy-and-paste without access to all the data.
Instead, it’s important you:
- Understand your business model…
- Understand your profitability model…
- Understand your lifestyle model…
Let me explain…
1: Understand Your Business Model
Your marketing and lead generation needs to be in alignment with your business model. This is the main reason funnel hacking doesn’t work, because your business model is unique to you.
That means I can have the best marketing funnel in the world, but it may not work for you because it doesn’t align with your product, your audience or your message.
So the first thing you need to understand is your business model:
- Who is your audience and what do they need?
- What is your message and how does it resonate with your audience?
- What is your product and how does it solve a problem for your audience?
Stop comparing yourself to other people and instead focus on what you’re building. There is no marketing blueprint that works for everyone, only a marketing solution that works for you. Take inspiration from other people, but don’t assume it will work for you just because it worked for them.
2: Understand Your Profitability Model
As well as you business model, you need to understand your profitability model and whether you need short term success or are building for long term momentum.
You may find a successful marketing funnel that someone else uses, but it’s focus is to create a long term relationship with a new lead. This is fine so long as you’re after the same thing.
If not, funnel hacking will cost you a lot of time and money.
Personally, I believe short term funnels are a thing of a past. If you want prolonged success today, you need to treat your audience like human beings — not leads.
You need to play the long game and become an omnipresent force so you’re top of mind, all the time. This means you cannot place them in a funnel and expect an ROI within 30 days. Yet I see people ‘hack’ my funnels all the time with this in mind, and it results in the same thing each time…
3: Understand Your Lifestyle Model
The final piece of the puzzle is to understand the ‘bigger picture’.
- What are you building your business for?
- Are you scaling your business so you can sell it?
- Do you want to work 5-hour days or 15-hour days?
These play a fundamental role in what you create, because if you want to build a business so you can sell it in a few years, you don’t need to focus on your customer’s lifetime value. You want success and money now so you can pass it over to someone else later.
Whereas if your vision is to only work a few hours each day, your funnels need to become automatic, meaning what you build today is for the long-term (setup so you can enjoy evergreen success later).
You need to understand all three of these aspects for your marketing to work, and no amount of funnel hacking will make a difference without understanding each one.
The truth is, nobody has created something great by copying someone else. Inspiration breeds greatness, sure, but successful entrepreneurs see what other people are doing and ask: how can I make what they’re doing work for me?
Funnel hacking IS NOT the answer to this.
So the next time you’re tempted to compare yourself to someone else, take a look in the mirror. You are you. You own a unique business. You have an unfair advantage.
Tap into this instead of copying other people, because this is the only way to scale from 6-7 figures.