The Holy Grail of Marketing Funnels

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What was given to me was more or less a template that I think

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will work for anybody, any business.

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If you're not sure about how to build awareness move people from awareness

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to consideration, and then move people from consideration to purchase.

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That's all we're talking about here.

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How do you make people aware of you, your offer, your brand,

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your problem um, your solution?

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And then once you've done that, how do you give people the ability?

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To evaluate the bandaid got ripped off in about the last 18 months, and

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so we're all kind of struggling with what's the full funnel paradigm.

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I want to teach you something that I learned yesterday

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that is absolutely brilliant.

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First for proper citation, shout out to my buddy Calvin Corelli, CEO of Sinclair.

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He's the one that taught me this.

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And I'm calling the holy Grail of marketing funnels which

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was actually my friend Amanda Dobson's name after I told her.

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A lot of kudos and props in this video.

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What I love about this is because we're all Google ads people, even if you're a

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marketing person, if you've lived inside of the Google Ads realm, you've been

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spoiled by the bottom of the funnel.

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And what's interesting about that is the top of the funnel's becoming more and

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more and more important, and it's becoming more important for multi variant reasons.

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The loss of data, the iOS 14 update, the, deluge of traffic

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increased competition the.

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Dilution of the impact of an impression.

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The fact that, we don't need seven touches, we need 500 cetera, et cetera.

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You have to go full funnel.

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And what's funny about that is while that's been true for some

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time the bandaid got ripped off in about the last 18 months.

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And so we're all kind of struggling with what's the full funnel paradigm.

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And for some of you like hard.

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Full funnel marketers, you already have this lockdown.

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Great.

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Good for you.

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I didn't, and, we've been figuring out how our funnel functions and what was given

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to me was more or less a template that I think will work for anybody, any business.

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And so if you're not sure about how to build awareness, Move people from

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awareness to consideration and then move people from consideration to purchase.

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That's all we're talking about here.

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How do you make people aware of you, your offer, your brand,

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your problem your solution?

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And then once you've done that, how do you give people the ability to.

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To evaluate you, your offer, your brand new product.

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and that's all full funnel marketing is.

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That's all it is.

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And this is not a glitch.

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I'm interrupting the video you're watching because I need to remind

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you that I'm always looking for people to join our team.

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So if you're passionate about Google Ads and you wanna work with the best

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Google Ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google Ads agency on the planet, if you're

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having trouble with Google ads and you want professional, That's what we do.

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You can go to so late.com, that's s o l eight.com to apply for your

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free, no obligation action plan.

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And if I've given you any level of value at all, maybe think about giving me a

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thumbs up and subscribe to your channel.

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That's how we juice the YouTube algorithm so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions,

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hit me below in the comments.

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And now back to your regularly scheduled program.

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Here's what I've got.

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This is the beginning of a funnel and I'm hiding the rest

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of it, so you can't see ahead.

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But what you're going to do at the top of the funnel is you're gonna define

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the seven deadly sins and the seven deadly sins are in relation to whatever

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it is you happen to be marketing.

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So this could be service specific, so I could do the seven sends of,

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Google Ads, or the seven deadly sends of Google ads for e-com specifically.

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The more niche down you get, the more effective this messaging is gonna be.

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But this is awesome for a number of reasons.

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Number.

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The seven deadly sins is, this is an archetypical narrative that's in the back

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of at least every person with a Western cultural background knows what this is.

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And y'all, I can't tell you how important it is to evoke those types of narratives

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because it doesn't require any explaining.

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you're going literally to a religious construct and you're saying, Hey, you know

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how important this is to the rest of life.

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Well, let me apply this to this little thing that we might be interested in.

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And depending on the audience that you're going after, it might.

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, the seven deadly sins in relation to the solution, but it might also be the seven

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deadly sins in relation to the problem.

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So let's say you're a chiropractor, but you know you're going after people

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that might not necessarily be readily accessible to chiropractor care, yet you

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could actually do the seven deadly sins of back pain or of curing back pain.

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And then within the steadily deadly sins, you break it up You literally do seven.

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You do seven.

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And it's like, Hey, here's why non-invasive surgery isn't

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as, all it's cracked up to be, for instance, or, here's why.

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You have to be real careful with certain types of medication.

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You know, the one pill of Bayer Nuture, gut microbiome, or whatever The other

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thing I like about this is, is for market, or it makes it easy, it puts it in a box.

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You know, here's what you need.

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You need seven videos really.

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So you're gonna define the seven deadly sins for your offer.

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and remember that you're defin.

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In a way that approaches the prospect in the right manner.

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If people are already problem aware and they're looking for a

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solution, then your seven deadly sins can be about the solution.

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If people are not yet problem aware, Or they may be, are problem

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aware, but they might be, let's say, repelled by the solution or, or the

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solution's inaccessible to them.

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Then you want to do the seven deadly sins as it relates to the problem.

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that's the marketing strategy.

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That's up to you.

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but I, I'm giving you the framework here as how to build the funnel.

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So you're gonna do your seven deadly sins and you're gonna do one video on each.

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Here's what's cool when you run that traffic, you're gonna start to see what

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resonates with people from a narrative.

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And you're gonna see, because really the seven deadly sins in a

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lot of ways, these are objections.

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These are objections that people would have to solving this problem.

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And when you run all seven of the videos, statistically speaking, two are gonna

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end up being viable and you're gonna start seeing which two objections.

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Are most powerful for your audience or for the audience

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that you happen to be targeting.

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And so it, accomplishes multiple goals.

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It helps build awareness.

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It does so in a multifaceted way with the library of media that gives

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you the opportunity to touch people.

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With different messaging.

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And that, by the way, I think is what we're missing.

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So often with split testing, we're split testing, the intro or the way we say

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something but this allows you to split test the approach in a safe confine that

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still speaks to the same end result.

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So, Top of the funnel, seven deadly sins.

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You run video ads specifically.

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It doesn't have to necessarily just be video, but you run ads.

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So here we've got our seven videos.

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1, 2, 3, 4, 5.

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Just make sure I did that right.

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So these are representative of your seven videos.

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You can tell that I'm not a graphic designer at all.

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I built this two seconds before I started shooting, so forgive me When

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you've run these videos, what you're doing is you're waiting for engagement.

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You don't move down the funnel until you've identified engagement.

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Now, some people, some avatars, some prospects, some audiences are

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gonna gauge at different points.

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So, you know, somebody might engage and, And by engage, by the way, this is, you

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get to decide what this means truly.

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But it's, think, watches.

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Either the video in its entirety, if it's short, or watches enough

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of the videos so that you know that they receive the message.

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And these are lines of demarcation that you can define within whatever

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advertising network you're using.

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But once somebody's fully engaged with a video and, we actually now have engaged

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viewers, I mean, this is a data point that you're offered and only then do you move

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down until they've been fully engaged.

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You keep sending them to separate videos and at a certain.

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They're gonna drop out, and you can do this inside of YouTube with pillars.

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You can actually just upload all seven and let Google kind of figure it out.

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Or, this isn't Google specific either.

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I mean, this could, I think, be a very viable Facebook

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strategy to be honest with you.

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But.

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I'll leave the split testing mechanism to you.

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Once you're done with your seven deadly sins.

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We move down the funnel and we drop to the 10 Commandments.

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And again, it's so brilliant.

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All this is why it's called the Holy Gra by the way.

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And again, shout out to Amanda It's so smart and I didn't

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come up with any of this.

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This is all stolen.

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I'm just giving it to you since it was stolen and given to me.

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I.

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The 10 Commandments require no explanation.

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So you're doing yourself such a favor.

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a, there's such a service to the conversation because you don't have

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to bring in this whole new pedagogical construct and explain somebody,

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your industry from the ground up.

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It's like, oh, here are the seven deadly sins.

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And okay, remember what I said about the seven deadly sins?

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Those are the objections.

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The 10 commandments.

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Those end up being the things that actually attract them to

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your product or service, your brand, your company or whatever.

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And.

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The top of the funnel is you're identifying the problem,

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the middle of the funnel.

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This is consideration, consideration, evaluation, whatever term you want to use.

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Awareness, top of the funnel, middle of the funnel's consideration.

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in the 10 Commandments, what you're doing is you're telling 'em the things that

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absolutely positively have to happen as it relates to your product, your company,

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your brand, your service, whatever.

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So as a Google Ads agency, I'm gonna say, Hey, you have to

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track conversions properly.

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For the first commandment of Google Ads is conversion tracking.

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and then I, give you a little bit more about that.

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Don't just track an analytics tracking Google Tag manager and then reconcile

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between the two, Have a third party source of truth attribution,

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blah, blah, blah, blah, blah.

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And then I move on to.

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And then number three, number four, and that might be a little bit

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too granular for some prospects.

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In this particular instance, I'm assuming this is a person that actually is running

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Google ads, knows Google ads, wants help.

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But maybe I zoom out and maybe it's, the 10 commandment of driving traffic.

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And I talk about how, hey, until you have a model that's been proven as

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far as an offer that's been proven, I'd actually caution you against

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driving traffic, that type of thing.

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So again, you can see here where we contextualize based off of

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you know your audience to be.

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You have this really phenomenal framework.

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So you do the exact same thing you did with the 10 deadly sins.

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And now you have your 10 commandments, and your 10 commitments means 10

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videos, You have your 10 videos and you take the audience that you've been.

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Your 10 deadly sins in front of anybody who's engaged now gets dropped into this

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sequence of videos, and you can split test these videos across those people.

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They've already raised their hand and said, Hey, we're interested

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in this problem or solution, depending on how you approach them.

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so their awareness has been created.

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You're gonna move them down to evaluat.

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and you're gonna do the exact same thing.

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Once they're in the evaluation stage, you're gonna wait to see

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which one of these videos resonates.

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And what's really cool about this is you can actually start to, if

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you wanted to, you could start to dictate what they see based off of the

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video that's resonating with them.

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Because the 10 Commandments are all going to be.

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Value based.

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there's that whole marketing trope in cliche where features tell benefit sell.

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So you're giving yourself the opportunity to position yourself as a thought leader.

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You're defining the rules for your entire industry with the seven

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deadly sins and the 10 Commandments.

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But behind each of these is a benefit.

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And that benefit leads to features and features of what people pay for.

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So they go from seven duly sins down to 10 commandments and from 10 commandments.

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Then you position your.

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Easy breezy, lemon squeezy the holy grail of funnels.

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It's so simple.

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It's so simple, but that's why I think it's so good because it, takes all the

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pressure off of you've, how to figure out how to define an entire funnel.

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This is it.

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And with your seven deadly sins.

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That's a power page, by the way.

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An easy power pain.

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It's social content for sure.

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It's probably a podcast episode if you want it to be.

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It could be a video like this one a larger overarching video.

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I'm not just talking about the advertisements now.

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Because here's what's gonna happen, and this is what Calvin and I

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discussed, when people are seeing the seven deadly sins, and you wanna

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outline 'em that way too, by the way.

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Deadly sin number two, when they, they're like, Oh, well, gosh,

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I've seen number two and number.

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What are, you know, 1, 3, 4, et cetera.

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So you're gonna track, the right prospect is gonna be really interested in this

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context or this content, and you're gonna be putting it inside of a framework that

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they're actually gonna want to be able fill in the gaps, And so make sure that

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this content becomes accessible elsewhere.

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I think this is the best full funnel content model I've

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ever seen in my entire life.

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And what's cool about it is you're gonna start to map their path to purchase.

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You're gonna be able to see like, gosh, people are really

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resonating with that seventh sin.

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And then from there it's the fourth commandment.

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and I wouldn't do this right away, but you can begin adjusting the offer based

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off of the narratives that you're seeing.

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And this, equips you to talk to people in.

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, you know, resonates with them.

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Anyway, I just thought this was so cool.

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I was really grateful to Calvin for sharing it with me.

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I wanted to share it with you.

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That's all I got.

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I should very every day.

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So light, comment, subscribe, and I'll see you tomorrow.