Frontend Sales Funnel Structuring: Covering Costs and Generating Profits
The main objective of this frontend funnel is to cover the costs of the free product you offer. If you structure it properly, you won't have any traffic costs, and the additional sales will turn into pure profit.
Generally speaking, a "free product plus shipping" offer usually loses money initially, but the goal is to use the additional sales to cover those costs, or even to make a profit. On the other hand, "Self-Liquidating Offers" (SLOs) are designed to break even before any additional sales, so you don't incur losses from the start.
Attraction and Conversion Strategy
To set this funnel in motion, you must first attract people with a free resource, such as a video, a report, an eBook, etc. Once engaged, users land on your landing page, where your core offer is presented.
The Star Model, History, Solution Script
This model relies on three key elements to structure an effective sales letter: a star (or engaging character), a story that stirs up a problem and, finally, a solution (your product).
If you follow this script, you will get a solid and persuasive sales letter. Let's review the three main sections: Star, Story and Solution.
Section 1: Star
- Pattern Interruption:
This is the first impact prospects receive. It's crucial to grab their attention immediately, pulling them out of their current environment or activity and absorbing them in your copywriting. It's not easy, but the pattern interrupt is a powerful technique. For example, Russell Brunson uses the following pattern interruption for his pornography addiction product:"It happened again, didn't it? To you... or someone you love. I know your story... Everyone's situation is different, but the results are usually the same..."Another common approach is to start with an unusual image or an intriguing question to capture attention:"What does this strange turtle have to do with your [problem]? I'm going to show you in this video, but first..." - Basic Questions about Desire:
These questions direct the prospect's attention to the result they want to achieve. An example of these questions, used in Brunson's "ListHacking (strategies and techniques used to build, grow and monetize a contact list, usually an email list.) " product, would be:"I've got a quick question for you....
Have you ever wanted to work from home?
Do you have your own business?
Come on... you know you want that lifestyle... that everyone talks about... where you can work from home in your underwear... Or on a beach with your laptop..." - Shake up the Failures of the Past:
If prospects are reading your sales letter, chances are they have tried to solve their problem before and failed. This is the time to remind them of those failures, shaking them up so they feel the need for a new solution. For example:"So... why hasn't it happened to you yet?
Come on... admit it.
This isn't the first time you've been looking for a proven way to make money... is it?
When is it your turn?" - Great Promise / The One Thing:
This is where you introduce a powerful promise that will become the main focus of your sales letter:"When you watch this video to the end, you're going to discover [your unique promise]." - Presents the Star:The star is the engaging character. Brunson often uses the archetype of the reluctant hero, but you can adapt this persona depending on the product and the market. You could start the presentation with something like:"Hi, my name is Russell. And a few years ago, I was just like you..."
Section 2: History
The second section of the sales funnel is focused on the historyThe SOAP is a powerful tool to connect emotionally with your audience and take them on a journey that resonates with their own challenges and aspirations. If you've already written your soap opera sequence (SOAP), this part will be familiar to you.
6. High drama
To capture the attention of your audience from the beginning, start with a moment of high drama. Think of movies that grab your interest right away. They don't start with a slow introduction, but launch you right into an intense scene, a moment charged with emotion and conflict. The same should be true of your sales letter. Introduce your attractive character (or "star") in a powerful and dramatic moment that leaves them on the edge of their seats.
For example:
"The gun was in my face. I was looking down the dark barrel, and I could see the bullet in the chamber. My heart was pounding in my ears, and rivers of sweat were running down my face..."
O:
"I crawled out from under my desk, nearly hitting my head as I grabbed the phone... 'Hello,' I mumbled. 'WHAT IS THE #@%#^$@ DOING?" the stranger on the other line replied. Confused, I asked him what he was talking about. 'In the last six hours, we have received over thirty spam complaints from YOUR IP Address... Russell, you are a SPAMMER, and we are shutting down your Internet access.' 'What?' I was so confused..."
This type of opening grabs attention and sets a tone of urgency and interest.
7. BACKSTORY WALL
Once you've captured the attention of your audience, it's time to build the background story that led to the point of intense drama. This is where you explain how you, or your engaging character, got into this critical situation. It's critical that this part shows that the character has hit a wall, that they've reached a point where they feel completely stuck. This is the moment of connection with your audience, because they are probably experiencing something similar: they have tried over and over again to get the result they want, but they are stuck.
For example:
"You see, just six hours earlier, I had 'officially' started my new business as an email marketer... Or so I thought... I had been trying to learn online marketing for almost a year, and I kept hearing people talk about how the MOST IMPORTANT thing you can have is... your own email list."
This narrative not only builds empathy, but also sets the necessary context for the next steps in the story.
8. Identify the problem
Now that your audience is immersed in the story, it is time to identify the problem that is preventing the engaging persona (and, by extension, your audience) from succeeding. This problem is the main reason they're stuck, and it's critical that your audience recognizes it as something they're also experiencing. The closer this problem is to your readers' problem, the more powerful the connection you'll make with them.
For example:
"The problem I had was _______________."
This straightforward and honest statement begins to set the stage for the solution you will present to them.
9. Epiphany or declaration of independence
Once the problem has been clearly identified, the story moves towards a epiphany or a declaration of independence. This is the moment when the attractive character realizes something crucial that changes his or her perspective or decides to take decisive action to overcome the obstacle. This epiphany is key, as it marks the beginning of the path to the solution.
For example:
"And that's when I had my big 'Ah-ha' moment... That's when I decided I HAD to make a change."
This change is the turning point in the story and sets the expectation that a solution is coming.
10. Your way to find the ultimate solution
It then takes the reader through the path that the attractive character traveled through to find the final solution. He describes some of the things he tried before he succeeded. This not only adds realism and credibility to the story, but also shows that finding the solution was a process, which makes the eventual success even more rewarding.
For example:
"So, first I tried ______________. That didn't work at all. Then I tried ___________, and it went a little better..."
This journey through different failed attempts makes the audience see the value of persevering and continuing to search until they find what works.
11. First sign of success
At this point, it is crucial to show the first sign of success. This is the moment when things finally start to work out, and it's a sign of hope for both the engaging character and your audience. Some of your readers may be right on the threshold of experiencing this success, and seeing that you or your engaging character has gone through the same thing gives them the boost they need to keep going.
For example:
"And that's when I finally tried ____________. And guess what - it worked this time!"
This moment is the light at the end of the tunnel that everyone is looking for.
12. Conspiracy
It then reveals the conspiracy that your engaging character discovers, one that explains why things seemed stacked against them all along. Your potential customers probably already feel that the cards are stacked against them, and this part of the story addresses and validates those fears.
For example:
"And that's when I realized it wasn't my fault! It's because of ___________ . No wonder I was struggling!"
This revelation is liberating and reaffirms the idea that there is a way out.
13. The big lie
Explains the big lie that has been holding your audience back. This is the myth or mistaken belief that has been holding you back from success so far. Debunking this lie is key to moving your audience forward.
For example:
"For years, they had been telling me __________, and when I realized it wasn't true, I was finally able to break out of their chains and get the results I deserved."
Unmasking this lie is crucial for the audience to see the way forward.
14. Common Enemy
Identifies and introduces the common enemywho is the real culprit behind the big lie and the obstacles the attractive character was facing. This enemy can be an entity, a mindset, or a specific situation that was blocking the path to success.
For example:
"The real problem is ___________. They were the ones who prevented me from ___________."
Identifying a common enemy unifies your audience against a shared adversary.
15. Rapid growth
After having unmasked the great lie and confronted the common enemy, he shows how the attractive character experiences a rapid growth. This is the point at which everything starts to improve rapidly, and this is the moment when your audience sees that success is not only possible, but inevitable with the right strategy.
For example:
"Once I realized ___________, that's when we started ___________ really FAST!"
This accelerated growth is what everyone wants, and it shows them that they are on the right track.
16. Case Studies
Reinforce the credibility of your story by displaying case studies of other people who have followed the same path and achieved similar results. This shows that your solution is not unique or exclusive, but replicable and accessible to anyone who follows the right steps.
For example:
"But it wasn't just me. Take a look at what ______________. has done for others."
These case studies act as social proof and build confidence in your solution.
17. Hidden benefits
Finally, it highlights the hidden benefits that your solution or discovery has provided that go beyond what was initially expected. These additional benefits are the icing on the cake and provide one more reason for your audience to feel confident in following your lead.
For example:
"I didn't realize when I started that it doesn't just do it. but also ___________,, Y ___________."
These unexpected benefits reinforce the idea that your solution is more valuable than it appears at first glance.
Section 3: Solution
We reach the final stage of the sales funnel, where you bring together everything you've presented so far and turn it into an irresistible offer for your readers. It's time to present your solution and drive your audience to take action.
18. Formal introduction
Start this section by presenting your product in a direct and concise way. It is important that readers immediately understand what solution you have created for them.
For example:
"And that's why I created Product Name] [Product Name] [Product Name.”
This introduction should be clear and advertise the product as the answer to the problems you have identified in the previous sections.
19. Pain and cost
Share with your audience what you had to go through to create the product. This will give them an idea of the value and effort invested, and why it's something they couldn't have easily done on their own.
For example:
"This took [time]. to be created, and it cost me [cost].. But it was worth it."
This detail reinforces the value of the product and shows that its development was an arduous process.
20. Ease
Explain how much effort saves the product for your customers. This is key for readers to see the convenience and simplicity that your solution offers them.
For example:
"It makes [the task] [the task much easier!"
This message should make it clear that your product not only solves a problem, but that it does so in an efficient and uncomplicated manner.
21. Speed
Highlights how much time saves the product. Everyone values time, so this point is crucial to show that your solution is not only effective, but also fast.
For example:
"What used to take me [previous time] [previous timenow I can do it in [new time].”
This type of claim highlights the efficiency of the product, making it even more attractive.
22. Benefits "like this
Now, detail the benefits of your product in a clear and concise manner, using the "so..." structure. This directly connects the benefits to the results desired by readers.
For example:
"It burns fat while you sleep, so you can lose weight without exercising."
"Build your list on autopilot, so you can focus on running your business."
This approach ensures that readers understand exactly how their lives will be improved by using your product.
23. Social proof
Social proof is critical to building trust. Share testimonials from satisfied customers that validate your product and its benefits.
For example:
*"But don't just take my word for it. This is what others are saying:"
"This [benefit]. saves me time and effort every day! I love how [feature] y [other feature]..”
Authentic testimonials are one of the most powerful tools to persuade potential buyers.
24. Make the offer
It's time to make the formal offer. Explain clearly what the buyers will receive and highlight the value of the offer.
For example:
"But, before we start, let me ask you a question...Would you like to have access to [product/service]?
For less than the cost of an inexpensive meal for two, you can get access to everything within name of product/service] [name of product/service.
Now, although it would be impossible to show you ALL of the benefits of [product name] [product nameI want to show you some of the things you'll experience as soon as you're inside."
This is the moment when you present the price in an attractive and detailed way.
25. Create value
Add bonuses and additional features to increase the perceived value of your offer. Make sure these bonuses are aligned with the main focus of your product.
For example:
"In addition, you will get [bonus 1], [bonus 2] y [bonus 3] [bonus 3.”
These additions should feel like a real enhancement to the core offering.
26. Floating a false price
Before disclosing the actual price, he mentions a false price The highest price that reflects the total value of all the elements included. This price must be ethical and justified.
For example:
"The total value of all this is [false price] [false price because [reason for the high value]..”
The false price helps readers to contextualize the value of the offer before knowing the real price.
27. Emotional closure (yes / all)
Use an emotional close to anchor the offer and help buyers justify the false price you mentioned. This close should touch both the aspirations (toward pleasure) and fears (away from pain) of your audience.
For example:
*If all this were to give you the house of your dreams, would it be worth it?" (Towards Pleasure)
"If all this was letting you fire your boss, would it be worth it?" (Away from the pain).
This step helps potential buyers see the emotional and practical value of your offer.
28. Reveals the actual price
Finally, it reveals the actual pricewhich should be significantly lower than the false price mentioned above.
For example:
"I'm not going to charge you [false price] [false price. I will only charge you [actual price] [actual price.”
This contrast reinforces the perception of value and makes the actual price feel like a bargain.
29. Warranty (logical)
Offer a strong warranty to eliminate any perceived risk to buyers. Give the warranty a unique name to make it memorable.
For example:
"I'm going to take all the risk and give you my [crazy warranty name] [crazy warranty name.”
A strong warranty can be the final push many need to make a purchase decision.
30. Injecting scarcity (Fear Close)
Introduces an element of shortage to motivate buyers to act now. This can be an offer limited in time or quantity.
For example:
"But you must act now because [reason for shortage]..”
This step creates a sense of urgency and helps avoid procrastination.
31. Future rhythm
Helps readers to visualize the future profits of purchasing your product. This allows them to imagine how their life will improve after the purchase.
For example:
"Imagine what life will be like when [benefit]..”
Visualizing future success motivates buyers to act.
32. Call to action
It instructs readers on what to do to make a purchase, and describes what will happen next.
For example:
"So click the button below right now and you will be taken to a secure order form. After entering your credit card information, you will be taken to a secure member's area where you can download [producto]even if it's 2:00 a.m.!"
A clear and direct call to action is essential to guide readers through the buying process.
33. Subsequent sale
Make readers feel that they could be left behind if they don't hurry to take action.
For example:
"For those of you who are already registering, here's what's going to happen next..."
This step maintains momentum and ensures that readers do not lose enthusiasm after the initial purchase.
34. Take-away sale (Warning)
Explain that they need to make a decision now, and that it won't affect you if they don't, but it will affect them.
For example:
"You see... we don't care whether you sign up right now or not. We'll still go about our daily business and reach our financial goals with absolute certainty, whether you join our team or not. However, without our help, you'll ALWAYS be working harder than you really need to."
This message reinforces the idea that the purchase decision rests with them and that the consequence of not doing so is theirs.
35. Close with reminder
Ends with a summary of the offer for those who may have overlooked a key detail.
For example:
"Remember, you get [recapitulate offer]..”
This summary reinforces the key points and ensures that readers remember all the benefits of your offer before making their final decision.
That's all
This is the complete script for a sales letter from Star, history and solution in long-form format. This structure works effectively for both written sales letters and videos, and it's critical to infuse each step with the personality of the engaging persona. Use these 35 pieces as a framework to guide your readers from first contact to purchase.
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.
