Two-Step Content Funnel

A strategy for creating effective sales funnels by leading with valuable free content before making offers. This approach focuses on building trust and demonstrating expertise first.

Core Strategy

• Lead with valuable content first, not sales pitches
• Get prospects to "raise their hand" showing interest before making offers
• Focus on education and value before attempting to sell
• Use content to pre-qualify interested prospects

Two-Step Funnel Structure

1. First Step: Value-First Content

   • Free reports or educational content
   • Valuable information that solves a problem
   • Content that identifies target market's interests
   • No direct selling, just pure value
   • Gets prospects to self-identify interest

2. Second Step: Present Offer

   • Only after providing initial value
   • Make "Godfather offer" - compelling proposition
   • Present sales message to pre-qualified leads
   • Higher conversion rate due to established trust

Real World Examples

• Digital Agency Approach

  • Offer free report: "22 things to know about Facebook ads"
  • Attracts people interested in Facebook advertising
  • Natural transition to offering management services

• eCommerce Strategy

  • Start with educational content that looks organic
  • Use storytelling to build interest
  • Weave product naturally into content
  • Example: Health supplement video starting with testosterone facts
  • End with product offer after building credibility

Key Success Factors

• Don't make content a "thinly veiled sales pitch"
• Give away real value without holding back
• Build trust through genuine expertise sharing
• Let prospects naturally progress to wanting your service
• Focus on consumption of content before conversion
• Use pattern interrupts to grab attention
• Delay the payoff through storytelling

Results Metrics

• Can get 10x more leads compared to direct sales approach
• Higher quality prospects due to self-selection
• Better conversion rates from pre-qualified leads
• More trust and credibility with potential customers