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welcome back loyalty bloopers this week we are diving into marketing and sales funnels haha that's right I'm gonna explain what they are what's wrong with them and I'm going to uncover the simple trap that most businesses are falling victim to when it comes to funnels I'm also going to reveal the conspiracy behind the plot to keep the funnel we're gonna tackle all of this and more on this episode of the loyalty from right here poolside at my house every week we uncover another small idea that can make a big difference in your business right here on the loyalty loop so if you're enjoying this video don't forget to like it and if you don't want to miss next week's episode make sure you hit that subscribe button right now and for those loyalty loopers that are already here welcome back this is a funnel a marketing and sales funnel and the marketing sales funnel is designed to help you visualize a series of stages during the consumers buying journey generally there are five or six stages in this funnel there are six alright here they are awareness consideration intent purchase loyalty advocate now here's how it works you make a ton of people aware of your brand now some of those might consider buying from you some of those might show some intent to purchase some of those might actually purchase and some of those might become loyal advocates for your brand now let me show you how it works this is your marketing sales funnel this is all the people in the world and you're gonna try to put all those people in the world through your funnel but a lot of them aren't aware of your brand and only a few trickle out the bottom you see at every stage of the funnel you lose some people along the way and you get really wet too so what is wrong with the funnel well there's two things actually the funnel was actually invented in 1898 by this guy a guy named Saint Elmo Lewis now he didn't draw a funnel I'll give you that he drew a scale but the concept was exactly the same you see he believed as a traveling salesman that if you have got the pension interest desire and conviction in the mind of your audience your prospect you would outweigh any objection to the sale and you would be the one who walks away with the sale 1898 that is not a typo 1898 a hundred and twenty years ago and for the last century marketers and salespeople have been designing and redesigning the funnel that was invented in 1898 we've tried this funnel it's a bowtie with multicolored dots but it's the same concept or we've tried this funnel one funnel inside of a more complicated funnel with two random blue arrows but it's fundamentally the same funnel then there's this one this is the fu funnel someone put tofu tofu and both will right in the middle of this what is this look fundamentally all of these are exactly the same so the first problem is that the funnel has not evolved in over a century 120 years but the consumer has the way we buy has changed fundamentally just in the last five years you see maybe we need a new model why hasn't it changed and that leads us to the second problem with the funnel remember if you need more paying customers to come out the bottom if you need more people to become loyal advocates for your brand you need to go back to the top you need to raise awareness and if you want to raise awareness what do you need we need a bigger funnel at least you need a bigger top of the funnel for sure makes sense not enough people are showing intent won't raise awareness and how do you raise awareness we buy and yes that's right you buy ads to raise awareness and make your funnel work so now that you have a much bigger funnel you can take a lot more people and get a lot more through them all the way to the bottom and this my friend is the second problem with the funnel the funnel is one way and its success relies on your ability to buy ads to raise awareness for your product or service or your brand so why is it that a model that's been around for over a hundred years it was invented before we had airplanes is still being loaded and followed in the marketplace that's changed so much in a hundred and twenty years because and I don't want to sound alarmist but there's a conspiracy at play yes a conspiracy who's behind this conspiracy who is in the shadows can you guess it's anyone that sells ads yep yeah anyone who sells ads so the New York Times CNN MSNBC Fox News Facebook Instagram YouTube Google the radio station that you listen to in the morning your local news affiliates they love the funnel because it's predicated on the idea that for you to be successful you must buy ads and where do you buy ads from them and if your business isn't going that well well that's okay you can step into any sales purses office in any media company and they will tell you to buy ads fill the funnel raise awareness and that is how they make money let me ask you this if there was a better model for you to acquire and keep customers that didn't include raising awareness do you think the media companies would be very quick to embrace it and teach you all about it especially if it didn't rely on buying ads no I don't think so here's the deal should you buy ads yes I think there are very good reasons to buy ads and if you want to learn more about those reasons I actually created this video all about it it's called should you buy ads but the reason you should buy ads has changed since 1898 it is not to raise awareness actually I should say it's not just to raise awareness maybe we need to do two things first maybe we should challenge the traditional model the funnel for marketing and sales maybe there's a better way and two when someone suggests that you buy ads or raise awareness to fill your funnel with new prospects and leads maybe we should consider first why they believe this is the best solution so my friends that is it from the side of the pool right here at my home in Florida I'm I got a pack for Sydney Australia but I'll see you next week from Australia and in the meantime I'm going to go grab a beer and put my feet in the water and relax for the rest of the afternoon have a great week and don't forget to challenge the da funnel [Music]