How Nonlinear Funnels Are Redefining Online Business
The following post is from EPIC: 101 Short Stories, Essays, and Insights to Improve Communication Skills
One of the most popular words in online business has been ‘funnel.’
I’m sure you’ve heard of it.
And it’s not only for online business.
It’s with interactions in general.
Wide on top, narrow on bottom.
Let’s say I want to get a bunch of sand from a bag into a water bottle.
Rather than pouring the sand from the bag straight into the water bottle…
I’ll put a funnel in the water bottle.
Then I’ll pour the sand into the wide side of the funnel, so it gradually goes into the water bottle.
No mess.
Another example of a funnel is picking up a client.
Let’s say you market yourself through:
- A business networking group
- Past clients
Those different mechanisms bring in a lot of leads.
You have the 100 leads fill out a form.
Only 10 fill it out.
And from the 10, you decide to work with 1.
The wide 100 turned into a narrow 1.
‘Okay…so what does this have to do with communication?’
I’m here to tell you that funnels are evolving.
Traditional funnels go in 1 direction, and I’m not talking about the boy band.
In our era, funnels go in multi-directions!!
I was surprised to learn this.
If I work with someone on a service, I ask them how they found me.
They say something along the lines of:
‘Initially, I found you on Twitter. Then I found out you had a YouTube. I saw 8 of your YouTube videos and saw that you had a book out. In the book, I recall you mentioned one of your services. So, here I am.’
I’m thinking…whoa!
That’s so unpredictable.
That’s when my perception of content changed.
Before, I thought I was just making a ‘YouTube video’ or a ‘podcast.’
Nowadays, I view content as little people scattered around the planet who will answer questions and promote me when I’m taking a nap.
This is a refreshing way to view content creation.
When was the last time you were taken on a nonlinear funnel?
Where you entered from 1 side, then you were taken on a multidirectional journey…until you finally decided to buy?
Tracking down your own nonlinear funnel story will allow you to perceive the strategy behind content creation.
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