(#49) How to create a book funnel that converts, the impact of reviews on sales, and much more...

Trivia question: How much of a difference has research found a rating of 3 stars makes versus 4 stars in terms of customer trust? TRIVIA QUESTION What difference (in percent) has research found a rating of 3 stars makes versus 4 stars in terms of customer trust? The answer is hidden somewhere in the newsletter! Check your answer at the bottom. By The ClickFunnels Team February 1, 2024 Hey Funnel Hacker, A quick reminder that Valentine’s Day is just 14 days away… But, you know what’s coming before that?? Two Comma Club Live - The Linchpin Edition! It will be streaming from the 7th - 9th of February. Hopefully, you’re already prepared for both! While we can’t help you with Valentine’s Day (although [The Secrets Trilogy]( could make that special someone in your life VERY happy)... We’ve made Two Comma Club Live a total no-brainer: You only pay after the event if you think it’s worth it. It is an absolute gold mine for any funnel hacker who wants their business to thrive. Save yourself a spot [here]( or find out more via this video: Then you know what to do. Let’s dive into today’s nuggets… WHAT YOU'RE ABOUT TO DISCOVER IN THE NEXT 10 MINUTES... - 7 steps to creating a successful book funnel - How much customer ratings affect sales - The DMARC changes needed if you haven’t made them yet - Kill three birds with one stone by hacking this funnel - A Funnel Builder’s simple step to make your funnel more profitable 7 STEPS TO CREATE A SUCCESSFUL BOOK FUNNEL As you already know, writing a book has the ability to position you as an expert in your field, expand your area of influence, and open doors to speaking engagements, seminars, and other events. However, traditionally, selling your book can be a very expensive experience that requires a lot of time and effort on your part. This is where a book funnel comes in. Book funnels are not only simple to set up, they allow you to build a big email list, offer additional products and services to increase average order value, and you get to keep 100% of the sales revenue. When it comes to making money from your book, for most funnel hackers, book funnels are the way to go. So, we figured we’d share the 7 steps to creating your book funnel and maximize sales. You can watch the video below for a quick overview: Or, we’ve laid out the steps with examples here. Let’s go… ➡ Step #1: Create a Lead Magnet Landing Page A lead magnet is a freebie that you offer to the potential customer in exchange for their email address. As an author, one of the easiest lead magnets you can offer is simply the first chapter of your book. All you need now is a landing page. The landing page is where you will send traffic. To make this step very easy, we’ve added a whole bunch of proven, high-converting squeeze page templates in the ClickFunnels 2.0 template library. (You can also ask one of our certified funnel builders on the Funnel Builder Marketplace to build you someone special [here](. ➡ Step #2: Set Up an Automated Welcome Sequence We don’t recommend hitting the potential customer with a sales pitch the moment they give you their email address. They didn’t have the time to check out your free chapter yet. Send them a welcome sequence like this instead: - Email #1: Who Are You? Introduce yourself to the new subscriber. - Email #2: Where Did You Come From? Share your origin story. How did you become interested in the subject of your book? - Email #3: What Do You Do? Explain in more detail what it is that you do and how it relates to the subject of your book. - Email #4: How Did You Gain This Expertise? Explain what makes you qualified to write about this subject. Share relevant experience, credentials, and accomplishments. - Email #5: Who Do You Do This For? Explain who are your dream customers + share a case study on how your book helped such a person achieve the results that they wanted. - Email #6: How Can You Do It For Me? Pitch your book and provide a link to its sales page. In those emails, get your new subscriber excited about your book by giving them glimpses into it that pique their curiosity. ➡ Step #3: Drive Traffic From Your Email List to Your Sales Page Your sales page is the page where you pitch your book to potential customers and give them the opportunity to buy it. Here are a few quick tips that can help you ensure that it converts well: - Headline: Use an emotion-based headline that grabs the potential customer’s attention and piques their curiosity. - Above The Fold Copy: Appeal to emotional buyers above the fold with emotion-driven copy. - Below The Fold Copy: Below the fold, provide social proof such as reader testimonials. You can also feature a bullet-point list of benefits. What will the potential customer learn by reading your book? - Bottom of The Page Copy: Introduce scarcity to give them that final nudge. Make your offer time-sensitive in terms of price or bonuses. - Use a 2-Step Order Form: A 2-step order form works better than the standard 1-step order form because the first step creates a micro-commitment that makes the potential customer more likely to complete the order. - Include an Order Bump: Offer a bump that needs no explanation. It should be a simple yes or no decision. Audiobooks are a great example of this. ➡ Step #4: Offer an Upsell An upsell is an upgrade on the offer that the customer has already accepted. It’s about adding value to it. For example, let’s say your book is a guide to becoming a professional photographer. You can offer a one-on-one consultation where you help the reader figure out how to implement what they learned and answer their questions. ➡ Step #5: Offer a Downsell A downsell is a downgrade from the upsell offer that the customer has declined. If the customer declined the personal consultation upsell that costs $97, you could downsell a 30-day plan for jumpstarting their photography career for just $7. ➡ Step #6: Utilize Thank You Page Real Estate On the thank you page, thank your customer for the order and show them what they purchased. Then, use this free real estate to encourage them to take a specific action. What do you want them to do next? Say, if you are focused on growing your social media following on a particular platform, you can encourage the customer to follow you there. Or you can present an offer wall where you display all your offers so they can learn more about them. ➡ Step #7: Continue Providing Value via Email Continue providing value via email regardless of whether the new subscriber bought your book or not. You can create a weekly newsletter where you share interesting content or links to content related to the subject of your book. If they bought the book, they will likely appreciate the added value you’re sending them. If they didn’t, your newsletter can increase their liking and trust in you and potentially motivate them to purchase it in the near future. If you don’t have ClickFunnels, this whole process can be very expensive and time-consuming because most platforms require different apps and integrations to make it work. However, with ClickFunnels, the whole process works out of the box and with the templates or certified experts at the Funnel Builder Marketplace, you can have this up and running and attracting interested customers in a matter of days! INSIDER TIP: If you would like to try ClickFunnels 2.0 (the most powerful funnel builder available), sign up via the One Funnel Away Challenge [here](. Not only do you get world-class, step-by-step training from Russell on building a winning funnel, you also get 30 days to trial ClickFunnels. That’s enough time to set up your book funnel and start getting sales before you ever pay a single penny! HOW MUCH DO CUSTOMER RATINGS AFFECT PURCHASE DECISIONS Customer ratings are tremendously important in purchase decisions. The moment a customer feels their expectations are not met, they will often share their discontent or satisfaction online. Negative reviews can significantly impact customer perception and trust in your brand. According to research, a drop from four stars to three has been shown to drop consumer trust by a whopping 67%. On the flip side, a five-star rating can boost trust levels to a game-changing 95%. With such huge swings, elevating your ratings should be a priority for all business owners and entrepreneurs. Here are 3 tactics for increasing customer satisfaction: 1. Embrace a Customer-First Approach: A customer-first strategy forces you to look at your whole ecosystem through a different set of eyes. However, the effort can pay dividends… For instance, the baby monitor company Nanit saw a 10x increase in conversions simply by adding human customer service reps to answer new parents' questions. Similarly, Apple has introduced video chats with product specialists to answer any questions their customers have. 2. Create a Well Thought Out Onboarding experience: Your onboarding experience sets the tone for the customer's journey, providing them with a clear and engaging introduction to your product or service. A seamless onboarding process can significantly reduce confusion and frustration, leading to a positive first impression. This experience not only increases the likelihood of customer retention but also encourages word-of-mouth promotion. 3. Transform Negative Reviews into Trust-Building Opportunities: Far from being detrimental, negative reviews can serve as a testament to your brand's commitment to transparency and honesty. Addressing negative feedback directly can correct misconceptions and offer solutions, thereby turning potential setbacks into trust-building moments. On top of that, engaging with every review and comment not only demonstrates your dedication to customer feedback but also keeps the human connection at the forefront. This transforms reviews from mere feedback into showcasing the authentic and considerate people behind your brand. 4. Harness Technology to Support Human Effort: Adding automated solutions can significantly enhance the efficiency of your customer service team. Chatbots can guide customers in completing simple requests like finding information or updating their account details. Services like Zapier can help organize and escalate customer queries to ensure they get handled as quickly and efficiently as possible. You can also create an automation that collects reviews from your customers. POPULAR IN THE COMMUNITY 1️⃣ What's the #1 challenge you are facing in your business? Check out the responses to Alex Lee’s post [here](. 💸 Are Facebook ad prices higher if you direct traffic to a website instead of a lead form? Share your thoughts with Phillip Woolgar [here](. 👀 Looking for a funnel expert? Check out the list of experts offering services in this post [here](. 📨 Have you made the required DMARC and SPF record updates? If not, check out this post [here]( for info on what you need to do. 🤔 Running ads? What is a good cost per lead for a lead magnet? Share your insights with Max Barov [here](. FUNNEL OF THE WEEK We realized that you can kill three birds with one stone today with the funnel this week… 1. You’ll get a free gift to give that special funnel hacker (or future funnel hacker) in your life… 2. You’ll be well prepared to drink in all of the gold at Two Comma Club Live… 3. You’ll be able to hack one of the highest-converting book funnels available today… Check out the funnel [here]( and get your rewards. A SIMPLE STEP TO MAKE YOUR FUNNEL MORE PROFITABLE Certified Funnel Builder and ClickFunnels Ambassador James Curran shared something he has noticed many clients have missed that can help them increase their conversion rates and sales. Over to James… “My main thing is building funnels for attractive characters so they can focus on connecting with and serving their dream customers But I also get to level up existing funnels from time to time. The number of funnels that don’t have active split tests is staggering It’s so easy to do in ClickFunnels that everyone should have an experiment running. Here’s how: - Load up a funnel step that you want to test. - If you’re not sure where to start, pick the first one that has an opt-in or order form. - Create the split test by duplicating the step. - Change some aspect that you think might result in higher conversions. - If you’re not sure what to change, start with the main headline. Run it for a few weeks and see if your new experiment did better than what you had before! Sometimes it is better, sometimes it isn’t What do you want to test in your funnel?” To get a head start on the most effective tests, click [here]( to get a free copy of 108 Proven Split Test Winners. Here are just a few of the insights in the book: - ​This simple tweak to your ad frequency caps can increase conversion by 68% (at least it did for us - it's actually done better for many of our readers). (Page 97) - ​Blatant Pitch VS Curiosity - I'm guessing that you think you know the winner of this one, but I bet you're wrong! 119% increase if you choose correctly (so choose wisely!) (Page 103) - ​My "Dirty Little Conversion" secret that increased clickthrough rates by 122%! This one works in EVERY market I've ever tested it in! (Page 115) - ​Tiny little classified ads that create HUGE cash. Check out this split test we ran in the Thrifty Nickel. One ad received 10X as many sales as the others! (Page 116) - ​Adding this to your emails will actually get 20% MORE people to unsubscribe (yet you're probably doing it now) - fix it ASAP, or your list will die! (Page 117) If you haven’t read it yet, grab yourself a free copy [here](. And, if you would like James to analyze your funnel or build you a funnel that converts, you can message him directly on the [Funnel Builder Marketplace](. TRIVIA ANSWER According to research, a drop from four stars to three has been shown to drop consumer trust by a whopping 67%! That is more than enough to encourage everyone to focus on improving things for their customers.  That’s it for this week! Can you believe we’re almost at 50 newsletters? The time has flown by. Join us back here Monday for the 50th edition and a lot more gold. Have a great weekend, -ClickFunnels Team Not sure the best way to get started? Follow these simple steps to hit the ground running. Step #1 - Get The Funnel Books: [DotComSecrets]( | [Expert Secrets](  | [Traffic Secrets](  [The Linchpin]( Step #2 - Get The Funnel Software: [ClickFunnels]( | [Voomly Cloud]( | [GERU]( Step #3 - Online Training To Ignite Your Funnel:  [Your First Funnel Challenge]( | [Magnetic Marketing Challenge]( [OFA]( | [PLR Funnels]( Step #4 - Connect With The Community: [FunnelHacker Facebook Official Facebook Group]( [Funnel Hacking LIVE (Annual Event)]( [Facebook]( | [Instagram]( | [YouTube]( | [Twitter]( © Etison LLC By reading this, you agree to all of the following: You understand this to be an expression of opinions and not professional advice. You are solely responsible for the use of any content and hold Etison LLC and all members and affiliates harmless in any event or claim. 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