Don't 'Funnel' Me Please...
Use this honest approach for more 'know, like & trust.'
by Susie E. Caron © 4/28/15
Do you get tired of internet marketing attempts to ‘funnel’ you? I certainly get tired of them. When I'm in the 'funnel' I feel like a seller is trying to trick me into buying more, and more, at higher and higher prices. Perhaps you feel the same way I do. Do you have something to share, sell, or market to your fans? In this article, I suggest a better way. It's a marketing technique that's been around for quite some time, and it's actually effective. But first an illustration.
Actually, I cannot figure out why internet marketing should be any different
than buying a pair of shoes.
Take my husband for example. He wears out work boots and sneakers every year. When he needs new boots or sneakers, he drives over to Payless Shoe Store and picks up a couple pair for under $50.00 each. He does the same thing for dress shoes because he figures he’ll only wear them for weddings and funerals. (He’s retired.)
On the other hand, when I need shoes, I know that they have to be comfortable enough for all day wear, or stylish enough for events, and durable enough to handle gardening or riding my horses. I need “better quality” shoes. So I travel to the Danform Shoe Store to buy my shoes. Those cost between $89 and $200 per pair. I don’t mind paying that because if I divide the cost of a pair of shoes by the number of times I wear them (dress shoes) or divide by the number of years they last (going to the office shoes – indoor use only), I find I get a great bargain AND they are comfortable. Comfort is the necessary first consideration for me.
I also watch TV and I have noticed that on CSI New York, the story often involves pricing a victim’s shoes to help solve a crime. Sometimes they mention the shoes are valued at thousands per pair! That takes my breath away, but for it to be believable I guess it must be true. That means there are folks who pay 1K or more to buy a pair of 6 inch spike heels. Yikes!
Did you notice?
There is no marketing funnel in retail market for shoes. You don’t find yourself walking into Payless to buy a pair of shoes, and then get an offer to go to the back of the store and buy a higher priced pair. It just doesn’t happen, because it wouldn’t work.
People usually know, almost instinctively, their own market level. For example, folks like me don’t go online looking for 1K per pair shoes. (I don’t even think I want to.) On the other hand, I really like the shoes I buy, although my husband thinks THEY are pricey.
So what is the answer to marketing on the internet and
through social media without a ‘funnel?’
Put the prices on the product. Put them out on a dedicated sales page. Let your readers and fans see right up front what you offer, what it costs, and what each product can do for them. If you offer services as well a products, offer those 'A' La Carte'. That way there could be something for everyone.
I cannot count the number of times I opted out of an offering that I liked
because it included items or services I had no interest in or time for.
So make it easy for your fans and customers. People will shop at their level of comfort for the items and benefits they want. Posting clear prices for your products and services can certainly add to your 'know, like and trust' factor. That’s’ honest. That’s all.
What do you think about the marketing funnel? Post a comment below.
Susie E. Caron MA,
Psychologist-Master, Parent Coach, Blogger, & Author, committed to help you repair and rebuild your parent-child relationship for benefits that last a lifetime.
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HiWatt-Writers is a creation of Susie E. Caron where she offers weekly- writing, publishing & marketing tips for writers -by herself and others, as well as book reviews and author interviews.