I would like to run a concept by you that has changed the way I approach business in general and the internet in particular. The concept is called the Funnel.

Picture in your mind a large funnel (I always see a yellow plastic one for some reason!) with the wide end at the top and the spout at the bottom. It is easy to enter the top of the funnel where the mouth is wide and entry requires minimal effort. But as you progress down the funnel, it becomes more narrow and less comfortable. You begin to feel some friction.

It is the same with your customers. It is easy for your customers to sign up for a free newsletter or perhaps a free downloadable E-book. Then they may purchase a $10 book. If they like what they read, and they begin to know and trust you, they may spring for a $25 tutorial on CD. Now, they have quite a bit invested in you (and you in them). They like the way you word things. They like the way you make concepts clear and come alive.

Most of all, they are getting lots of great information...and the stuff you tell them actually works! Now they are ready to spend some real money and buy a course, or a workshop or maybe even some personal coaching. You see, with each step they are working their way deeper into the funnel. Also, with each step, there is more friction...more discomfort. The stakes are higher. The commitment deeper.

This is why you must reassure them that they are making the right decision. They must know that you care about them and that you are in this for more than the sale. You are not just building a customer base, you are building a trust...a group of people who can understand your message (including the deeper nuances) and then help you broadcast that message. Actually, this is what affiliate programs are all about.

I hope you see the magic of the funnel. People who are new to internet sales are only interested in finding a product. Just give me something I can sell! But others who understand the big picture, want multiple products at multiple price points. Even beyond that, they want products that increase in sophistication as their customers grow in market savvy.

Meaning, as your customers grow in confidence and in their knowledge of internet marketing (through you hopefully!), you will want to provide products to meet that need for greater sophistication. Products that do more. That handle more tasks automatically. That can take them to the next level. Now, some of you are totally new to all this. That's fine. But you need to have the big picture in mind so that you make the right decisions at the outset. You also need the big picture to fully appreciate the power of this type of marketing.

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about Stephen Beck
Stephen Beck shows families how to sell their knowledge. Go grab his three free videos so your family can begin today.