The Book Is the Funnel · Part 2 · $4.95
Get Part 2 for $4.95
Generate twelve offers with a pipeline instead of picking the one you already liked, score them against a rubric you wrote before looking, then build the ladder and decide the lead magnet and back end.
The first three steps in this part stop you picking the offer you already liked before you've compared it to anything. The next three are the arithmetic that says whether the thing can pay for itself. The last three decide what the ladder looks like and where it points.
Two numbers carry over from Part 1: your customer's lifetime value and your buyer-to-customer rate. Step 11 reworks the second one fresh here if you don't have Part 1.
The offer you already liked is the one you're least equipped to judge. You picked it before you compared it to anything.
A rubric written before you look at the offers, and a blind panel on the survivors, both do the comparing for you.
I built analytics models for banks and miners before this. Every step in The Book Is the Funnel is one we ran on our own funnel first, failures included. This part is sold on its own because most people need one piece of it, not all sixty at once.
