I’ve been writing about sales funnels for a while. And if you’ve ever heard me speak about them, or you’ve read my book The Sales Funnel Bible, you’ll know that one of my favorite sales funnel speaking points is this:
Unlike how most people view their sales funnel, it doesn’t start with marketing to get leads.
Your sales funnel starts earlier — with your audience.
You should be marketing to them long before they realize they have a problem that you can solve. You should be marketing to your audience to let them know that they have a problem.
A great example here is from Henry Ford. He famously (and apocryphally?) said that if he had asked his customers what they needed, they would have said they needed a faster horse. He needed to find potential car buyers and let them know that they had a problem they didn’t even realize they had!
The same thing is happening in your business. You solve a problem — great! — but there are people who don’t realize that they even have a problem. If you market only to those who already know they have a problem, you miss out on a huge market of people who are only a small decision-point away from discovering they have a problem that you solve.
So build your sales funnel “taller” and “earlier” by educating people who don’t realize they have a problem.
Imagine my delight when I saw that Moz (formerly SEOmoz, whose content I find so damn interesting) wrote about this exact topic on a recent Whiteboard Friday post. That’s validating because Rand Fishkin is smarter and more popular than I am… so maybe I’m kind of on the right track. :)
Check it out here:
This is such a huge opportunity for business owners. If you’re not paying attention to your audience, start today!