Building a business around a passion is something that many people dream of but very few achieve. It’s not that they lack ambition, talent or even work ethic necessarily. It’s just that most people haven’t learned the specific knowledge needed to successfully monetize their creativity.
If that’s you, don’t worry. You are not alone. I was in your exact position at one point, but then I stumbled on a proven framework that can quickly take you from ground zero to full scale-business owner. It’s a strategy that most people still don’t know about called “Funnels” and I’ve used it to build 2 different 7-figure businesses from scratch – Legion Beats and Midi Money.
It doesn’t matter if you’re a music producer like me, or you’re into fitness, fashion or anything else. Whatever your passion is, the Funnel framework can help you build a winning business around it. And I’m about to show you how to get started…
First off, what exactly is a Funnel?
A Funnel, or Sales Funnel, is the process of taking a potential customer from being totally unaware of your brand and turning them into a loyal, paying customer.
Today, some of the most effective funnels come in the form of a series of web pages that move visitors closer and closer to becoming customers.
What's the difference between a Funnel and a normal online store?
One the surface, a Funnel might sound like a typical online e-commerce type store, but there is a key difference. On a normal website, visitors are free to navigate around at will to any page want. They might browse product pages, check out the About section or read a blog post. The visitor’s experience contains lot of choices without a clear direction.
On the other hand, a Funnel is set up as a series of web pages that makes traffic flow linearly from one point to another, and then another, all leading to a very specific goal or action. Everything is designed to lead potential customers in a single direction through the customer journey. Funnels are built to lessen distractions and have visitors focus on a very specific offer and objective.
Funnel Steps Explained
In the context of an online Funnel, there are a few main steps on the customer journey that I’ll go over here:
The Free Offer
Everybody loves free stuff right? Providing potential customers with free value right off the bat not only helps to get their attention, but it also lets you collect some important information from them that you can use to move them further down your Funnel. For music producers, this could be as simple as offering artists 5 free beats in exchange for the potential customer’s email address or phone number.
Your Free Offer is housed on what’s called an Optin Page, a simple web page with only one obvious call to action (IE “enter your name and email address to get your free beats”).
This is the exact first step I teach producers to use in my Producer Funnel Secrets course that has generated some of my students 5, 6 and even 7 figures in revenue (not to mention I used it myself to build my own businesses).
Collecting an email address might not seem like much, but it’s actually a huge win.
Once someone’s on your list, they’re on your list for good (unless they decide to opt out at some point, but if your follow up game is on point, that’s unlikely). This means that you can continuously engage with them via email to build a relationship, offer more value and ultimately sell them on future paid offers.
The Irresistible Offer
Once someone opts into your Free Offer, they’re immediately taken to a Sales Page where you can present them with your Irresistible Offer. This is a paid offer, packed with value and priced to feel like an absolute no-brainer.
Sticking with the music producer example, an Irresistible Offer could be something like 50 untagged beats with unlimited usage rights PLUS free mixes and masters of any song they make with the beats PLUS an in-depth PDF guide on how to get Spotify playlist placements all for $27. Sounds like a ridiculously good deal right? That’s the whole point!
If you set this up right, some people will purchase your Irresistible Offer right after opting into your Free Offer, but the vast majority of people won’t buy right away. And that’s totally fine because you’ve already captured their email address and/or phone number.
Over the course of the next few days/weeks, you can follow up with those people who didn’t buy and continue to build rapport, value and trust through high-quality follow up emails and text messages. Over time, more and more people from your email list will end up converting into paying customers.
Think of the Upsell as an optional upgrade to your Irresistible Offer. For instance, in the case of this hypothetical beat pack, your base Offer could include MP3 files of the beats but you could give your customers the option to upgrade to WAV files or even track outs for slightly higher prices.
The Upsell is a great way to increase your Average Order Value, or AOV for short. Pretty much every business on Earth uses some form of Upsell. You see them everywhere even if you don’t realize it. It’s why retail stores stock their checkout lines with knickknacks or why restaurant servers always ask if you have room for dessert.
The One Time Offer
The One Time Offer is usually the very next screen a customer sees after they enter their payment info to purchase your Irresistible Offer. This is another form of add-on or Upsell that you can use to raise your AOV. The best One Time Offers introduce a higher level of scarcity in the mind of the customer. This can be done by limiting the quantity or the timeframe that the Offer is available for (IE “Act now before it’s too late.”)
Putting Your New Funnel Knowledge Into Practice
There’s tons more to learn about Funnels; we’re really just scratching the surface here, but if you’re ready to go deeper, I have a pretty crazy opportunity to tell you about…
It all starts with my dawg Russ.
The Funnel concept itself isn’t new, but in the modern, digital world, nobody has refined this process better than Russell Brunson. Russell is the founder of Clickfunnels, an online Funnel-building platform that helps people just like you grow their businesses without a huge upfront investment and I’m lucky enough to call him a mentor and a friend.
Russell has actually invited me to give a presentation in front of hundreds of thousands of people and to stand together with some of the VIPs and giants in the online business world including Grant Cardone, Dean Graziosi, Daymond John, Brendon Burchard, Kristine Mirelle and more.
My presentation is part of a bigger 5-Day event called ‘Your First Funnel’ Challenge where Me, Russell and 20+ World Renowned entrepreneurs will show you how we built our own businesses with the Funnel framework.
This event is completely FREE and if you’re looking to get started, I invite you to come join me and take advantage of the gems from this event.
There's no business experience or tech skills needed to learn from this event, so it’s the perfect place to get started if you’re ready to begin your journey.
Again, this awesome event is where you'll learn how I built my own businesses so I give you my word that this is absolutely worth your time.
This is how I escaped the 9 to 5 grind and do what I love as a music producer and work with the community I love the most – The Legion Beats family – which gave me that sense of purpose in life AND that freedom of not worrying about answering to anyone…
Does this feel like it's worth investing your time in?
If so… and if you're ready to take the challenge with me and build that dream business, come join me at ‘Your First Funnel’ Challenge.
– Legion Gabe