2-step funnel structure, free product plus shipping - Funnel #1 - Dot Com Secrets

What is a 2-Step Funnel?

A 2-step funnel is a marketing strategy designed to convert visitors into subscribers and buyers. This funnel consists of two main pages:

1. Lead Capture PageThe first page, also known as a landing page, presents an irresistible offer to capture the visitor's attention. Here, something of value is offered in exchange for the visitor's contact information, such as their email address.
2. Sales PageThe second page displays a one-time offer to sell (OTO) that complements the initial offer. This page aims to convert the new subscriber into a customer who makes a purchase.

The Who, What, How, How and Why Script.

On a landing page, it is crucial to answer the key questions that visitors have in mind: Who are you, what do you offer, why do I need it, and how can I get it? Here's how to structure this script:

Who: Who are you? Introduce yourself very briefly.

"Hi, I'm Russell Brunson, founder of DotComSecrets. "

What: What do you have? Introduce your product or offer briefly.

"I have a DVD (may be a USB now) for free that will show you_________________".

Why: Why do they need it? Explain the benefits of the offer.

"If you've been struggling with_____________, then you need this USB. because it will make ___________".

How: How can they get it? Guide them through the ordering process so they know what to expect.

"Just fill out the form on the side of this page. Let me know your shipping address and I'll send it to you right away. "

Capture: Tell them why you are offering this product at such a low price. People always think there's a catch. So instead of avoiding the issue, let them know, in no uncertain terms, that there is no catch.

"There is no cheating. I'm doing this because ___________. All I need you to do is help me with shipping costs."

Urgency: Explain why they should order this product right now.

"I only have a very limited number of USBs, so don't get left behind." "This offer ends at midnight on ___________. Don't wait. "

Warranty: Reverse any risk when ordering the product.

"If you don't like it, I'll give you your money back and you can keep the USB."

Summary: Remind them what they are getting and why.

"Again, here's what you're getting:___________".

The two-step funnel is ideal for converting cold traffic and making a visitor qualify as a subscriber and buyer. The sales process is short and sweet because you are selling something at the low end of your Value Ladder.

The One Time Offer (OTO) Script

OTO stands for Unique Offer. We use this script for all our additional offers, not just in the two-step funnel.

Getting the second "yes" is 80 % of bid structure and 20 % of script.

Rule #1: Do not sell more of the same

This is the biggest mistake most entrepreneurs make when it comes to upselling. They try to upsell what the customer just bought. Instead, if the customer bought an e-book titled "How to Lose Weight with Juicing," the next offer should not be another juicing product. In the visitor's mind, they've already satisfied that need, so offering more of the same rarely works.

Rule #2: Do not sell a product at random.

The next worst thing to selling more of the same is selling a random, unrelated product.

Sample Structure #1: The Following

This is my favorite way to upsell. If a customer just bought your "How to Lose Weight with Juicing" book, what's the next logical product he needs to reach his goals? He just learned how to juice, what else will help him achieve his weight loss goal? A weight training manual? A cardio related product? These types of offers will convert well because they are the next logical step for the new customer.

Sample Structure #2: Make it Faster

If you have a tool, technique or software program that complements the initial offer and helps the customer get results faster, then the "Do It Faster" upsell is the right type of offer. The only key point to remember is that you do NOT want to say that the initial program won't work without this upsell.

Sample Structure #3: Need Help?

This type of upsell pushes people further up your value ladder to your high-end offerings. It presents a way to get a personalized view of you. Here we are asking buyers if they want help implementing what they just bought.

OTO Script Components

1. Confirm Initial Decision: It is important to minimize buyer's remorse by reinforcing the decision to buy the initial offer and keep an "open loop" at this stage. We used to say things like "Congratulations, your order is complete" before making the additional offer, but this closed the sales loop. We changed this to "Wait! Your order is not yet complete," keeping the sales loop open and increasing our conversions. Why? Because subconsciously the reader is still open to another offer. Great, isn't it?

Example: "Congratulations on purchasing ____________. Your order is not yet complete."

1. Smart => WhyTell the buyer that they have made a great decision in making the first purchase and why.

Example: "You've made a smart decision, and here's why... You asked for this because you wanted __________, and that's exactly what it's going to do for you."

1. 3x 2x QuestionAsk the buyer if he/she would like to accelerate his/her results.

Example: "How would you like to get ___________ (results) at ___________ (time: days or weeks)?"

1. Exclusive: Explain why this OTO is not for everyone.

Example: "This offer is NOT for everyone. We are only making it available to you because you have shown that you are a person of action by taking advantage of ____________ (initial offer). So I'm going to make you a special and unique offer that is only available right here, right now."

1. Results, Fast, SpeedExplains that this OTO will complement the original purchase by offering better results faster.

Example: "What I'm going to share with you right now will help you get the results (complete the results the client wants) you want in half the time."

1. The Only ThingHere you need to find the one thing in your product that is the key to the buyer's success. This part is often tricky because it's tempting to explain everything about the offer. But if you do that, you'll kill the sale. You have to figure out the one thing that is the most valuable and will yield the best results. For example, Russell, in his OTO selling his "Perfect Webinar" system, has over twenty-four hours of videos. But instead of telling buyers everything they will learn, he focused on one thing: a special closing that shows the video called "The Stack." It explains what it is, how much money it made, its results, and what kind of results the buyer can expect from this "one thing."

Example: "I have another product called ___________. I don't have time to go over everything inside the product because we could be here for hours, but one of the strategies inside that will give you the results you're looking for quickly is ___________. Let me explain what it is and how it can help you. (Insert explanation.) And that's just ONE of the things you'll learn with this product."

1. Future RhythmHelps the buyer to imagine achieving objectives faster and more easily.

Example: "Can you imagine what your life will be like when you have ___________ (the One Thing)?"

1. Call to Action (CTA)Tell the buyer how to ask for the special offer.

Example: "Click the button below right now to add __________ to your order."

1. Warranty: Reverse the risk you may be feeling with a guarantee.

Example: "I guarantee ___________ or ___________."

1. Value StackingAdd valuable bonuses. Here's a trick to creating bonuses: take the most valuable part of your product, what people want MOST, take it out and offer it as a free bonus. People can't resist getting what they want most for "free".

Example: "If you act now, you will also receive ___________ , (value $_______), FREE. And ____.($ value), FREE. And ___, ($ value), FREE..."

1. ShortageGive them a reason to order now. Make this a truly unique offer.

Example: "This ___________ (product name) is available on my website for ___________ (higher price). But right now, you have an OPPORTUNITY to get it for only ___________. This unique offer is only available right here, right now. When you leave this page, it's gone forever."

12. Second Call to ActionRepeat your call to action.

Example: "Don't miss your chance to _________ faster and easier than ever. Click the button now."

13. Rush TestimonialAdd testimonials about your product, the more the better.

Example: "Don't just take my word for it, take a look at what others are saying..."

Remember, your attractive character is essential to making these scripts come to life. So use the script as a guide, but insert your own personality for maximum conversions.

You can experience for yourself how to create funnels like this, I invite you to try ClickFunnels. They offer you a 14-day free trial, and it's an excellent opportunity to see how it works.

If you already have a site created with WordPress and want to create this type of funnels you can try with CartFlows.

In the web hosting plans that we manage we include this type of plugins for your projects. If you prefer to have someone else handle this for you, I am here to help you integrate these strategies.