And why a funnel is exactly what you need for your business.

Marketing funnels and sales funnels. It's a topic you'll find all over the internet, and it can sound enticing. (Making money in your sleep through automation? Yes, please!) But, if you're like many entrepreneurs, you might be hesitant to introduce them into your own business. You have enough on your plate as it is, and funnels sound super complicated, kinda techy, and totally overwhelming, right?

They don't have to be. I’m Michelle Evans, funnel fanatic and conversion rate conqueror, and I'm here to show you how marketing funnels can be your stress-free path to a sold out business — no matter what kind of business you run, how big it is, or how busy you are.

Before we dive in, let me ask you a few questions.

Do you feel like you spend all your time hustling and still come up short every month?

Does your business operate on a never-ending feast-or-famine cycle?

Are you tired of being unable to predict your cash and client flow in a reliable way?

Do you wish you could clone yourself so you could get the visibility and income you want without being so exhausted?


If any of those questions resonate with you, trust me. A marketing funnel can help.

What is a marketing funnel, anyway?

Depending on what you've heard about funnels, you might think they're big, scary systems that are only for big-time marketers. But that's not true.

At their heart, marketing funnels are powerful, strategic systems that allow you to easily attract strangers, nurture them, and convert them into amazing clients. Automatically and reliably.

A FUNNEL CAN FIT EVERY BIZ.

even yours.

No matter your business model or what you sell, you can make funnels work for you.

A funnel doesn't have to be big, and it doesn't have to be a technological nightmare. It doesn't have to be scummy and salesy, and it isn't limited to launches. No matter what your business size or model THERE'S A FUNNEL FOR YOU.

IMAGINE FILLING YOUR CLIENT LOAD AT THE CLICK OF A BUTTON. OR GUARANTEEING A STREAM OF NEW SUBSCRIBERS TO YOUR EMAIL LIST, READERS ON YOUR BLOG, OR LISTENERS TO YOUR PODCAST. IMAGINE ENDING THAT FEAST-OR-FAMINE CYCLE ONCE AND FOR ALL BY CREATING predictable STREAMS OF INCOME.

That's the power of a marketing funnel. And it's well within your reach. A well-structured funnel consists of just three simple parts:

A well-structured funnel consists of just three simple parts:

  1. A killer lead magnet that captivates potential clients (sometimes organically and sometimes through ads).
  2. Meaningful, personalized content that showcases your expertise and builds a relationship with your new subscriber.
  3. An irresistible sales offer that's relevant to their exact needs.


That doesn't sound too hard, does it?

It's not, and it makes a big difference in the reliability of your business revenue. A funnel gives you the power to EARN PASSIVE INCOME IN YOUR SLEEP, sell out without hitting the pavement, and enjoy steady revenue.


Want to find out which funnel your business needs?

Is it the…

Discovery Call Funnel, designed to score more 1:1 clients?

Launch Funnel, for your latest product or service?

Webinar Funnel, to increase sales on your existing programs?



TAKE THE QUIZ TO FIND OUT WHICH FUNNEL FITS YOUR BUSINESS.

Believe it or not, I wasn’t always sold on funnels.

I used to hit the pavement hard whenever I wanted clients. Feast-or-famine described my life, and it was sucking all the fun out of owning my business.

During famine cycles, I spent all my time selling, and during feast cycles, I spent all my time doing client work. I hardly saw my kids, and I was always worrying about something.

Everything fell apart in 2013 with a disaster of a launch.

I didn’t have a big enough list to support the program I was trying to sell, so I spent thousands getting subscribers through Facebook ads. Out of the new faces on my list, I enticed 80 to sign up to have a free call with me, hoping to sign them up for my program. (80 sales calls. Think about that for a second.)

And you know how many of those I turned into clients?

…Zero.

Of course I was majorly bummed. But I’m a believer in turning failures into learning experiences. This was the moment I decided I needed smart, strategic funnels in my business. Besides, I had a bunch of new subscribers, and I wanted a new way to talk to them. They weren’t bad leads — but my complicated launch and inconsistent message were confusing them.

The story has a happy ending that involves $63 of ad spend and a simple funnel that booked out my business with $10,000 in new revenue… in less than 2 days. But I’ll get to that soon.

Why did I go from funnel skeptic to funnel evangelist? Because I realized how powerful they could be, when approached strategically. And once I created that strategy for myself, I saw results. And my clients do too.

You can't afford not to have a marketing funnel, but I completely understand any hesitations you might have. That's why I'm here to dispel seven of the most common myths that might be holding you back.

Ready? Let's dive in.

It can be easy to think marketing funnels are only for six- and seven-figure entrepreneurs. After all, you need a lot of money and a huge email list to create a funnel that works, right?

Wrong! You don’t need any of that.

A well-executed marketing funnel is simple, and it works just as well with small businesses as large ones. It's less about the size of your budget or email list and more about your marketing style.

Early on in my business I listened to a lot of coaches and mentors. They all had ideas about how to grow my business organically. Which was great and totally valid, except for one thing. Their strategies didn't fit who I was and what I needed from my business.

As a busy mom of three, I didn't have the energy to spend hours posting in Facebook groups. And with most of my time dedicated to client work, I didn't have the bandwidth to focus on pitching media outlets and podcast interviews all the time. I needed to complement my organic business growth with something that had a bit more muscle.

I needed a marketing funnel.

Even though my business was small (and so was my budget), the more I learned about funnels, the more I realized I could use them with my natural marketing style. By leaning on Facebook ad traffic and organic boosts from podcast interviews and guest appearances, I created a system that allowed me to run my business in a way that felt wonderful to me — while saving the bulk of my energy for my family and clients.

"A well-executed marketing funnel is simple, and it works for small and large businesses alike.​"

Click to Tweet

You don't need a ton of money to create business-building funnels. I hinted at one of my most successful funnels that cost only $63 in ad spend earlier — and it’s true. No matter your budget, you can make funnels work for you.


And you don’t need a big email list, either. A quality list is way more important than a big list. What's the point of having a ton of subscribers if they aren't engaging with you? In fact, I once removed over 4,000 subscribers from my email list because they were simply dead weight. (Guess what happened to my open rates and subscriber engagement metrics after that? They got amazing is what.)


The only thing you need to do before setting up a strong funnel is learn your marketing style. And once you recognize that your business — big or small — can benefit from a funnel strategy, you can find the funnel that works for you.


Not sure where to start?

I've put together a
FREE QUIZ TO HELP YOU UNCOVER WHICH MARKETING FUNNEL IS PERFECT TO GROW YOUR BUSINESS.
I've even created the funnel for you, so you can upload it to Clickfunnels in just three clicks.

It’s launch time, so what do you do? You create a massive funnel that leads your subscribers to the product or service you’re launching. And since what you’re selling is brand new or only available for a limited time, you want to build a lot of excitement. You're promoting it all over the place and you need to sell, sell, sell before the cart closes. And that funnel’s going to help you do it.


But what if your business doesn't launch frequently? Or at all?


To many entrepreneurs, launching is a drag, and it can seem like marketing funnels have nothing to do with your business model. 


Fortunately, funnels are a lot more flexible than that.


Yes, funnels can be powerful tools for launches, but they're just as useful for your everyday sales system. Imagine clicking a button and knowing you will fill your client list. Or sell more seats in your course. Or get more downloads on your new podcast or eyeballs on your latest blog post.

"Funnels can be powerful tools for launches, but they’re just as useful for your everyday sales system."

Click to Tweet

Remember that inexpensive marketing funnel I mentioned earlier? The one that only cost me $63? I didn't design that funnel for a launch. I created it to generate new leads when I wanted to fill my client load. I was seeking a system that destroyed the constant feast-or-famine cycle in my business. I wanted a funnel that would allow me to avoid the pressure to launch.


So I took some time to test my message and I created a freebie that my ideal client would drool over. Then I ran ads to it, spending just $63. The result? I secured nearly $10,000 in new clients (that's over a 9,000% return on investment) in a 35 hour period.


And the best part?


I can turn those ads off when I’m booked and on when I’m ready to welcome new clients. With the click of a button, I can guarantee a new influx of qualified business at any time. And I can turn the ads off whenever I want to take a break, or when my calendar is full. In fact, this is my go-to funnel for maintaining a steady stream of work. No exhausting launch required.

These are real-life stats from my super-successful funnel, showing only 25 visitors — 68% of whom converted. I don’t need much ad spend or exposure with conversion rates like that.

If you're a service-based business, you don't necessarily need a ton of clients. You may not offer courses or group programs, and you only serve a limited number of clients at a time. I know I pretty much tap out when I get too many clients at once.


Which isn't to say a funnel can't serve you (or me!). Your business doesn't need to sell products or group programs. Even if you’re a referral-based business that prides itself on outrageously good customer service, funnels can boost your business.

"No matter your business model or what you sell, you can make funnels work for you."

Click to Tweet

Take one of my clients for example. She only wanted 8-10 people in her high-dollar 1:1 coaching program. She wasn’t looking for a huge influx of customers, but in order to hit her goal, she did need to get in front of a lot of people. So we devised a funnel for her list (of less than 100 people, at the time) and created a strategy around Facebook livestreams and ads that allowed her to turn organic traffic into paid traffic… and turn her paid traffic into subscribers.


Her efforts paid off — like, a lot. Within 6 weeks she had put her message in front of 30,000 potential clients who were an amazing fit for her program. She sold out her program and was left with a waiting list (all for less than $500 in ad spend). Talk about some serious funnel ROI.


Best of all, the funnel we created just keeps on giving. She can continue using her funnel forever to fill her 1:1 client load whenever there's space available — with zero extra work on her part.


Here's another example of audience growth I helped a client achieve after just one month of using a targeted marketing funnel:Enter your text here...


Your marketing funnel can grow your list and fill your programs, both large and small.

She gained 1,677 subscribers in one month who gave her an audience base to work with, no matter what she was selling.


And if it’s possible for her, it’s possible for you. From your low cost products to high-level coaching, you too can use your marketing funnel to get in front of the people who are most likely to clamor for your services.

I really get this one, because who wants to be seen as salesy? There's nothing wrong with selling, but acting pushy or desperate? No thanks!


And there’s a common misunderstanding out there that funnels are pushy and the people who use them are only focused on the bottom line. You might think a funnel isn't right for you because you don't want to sell too forcefully.


Here's the good news: Funnels don’t have to be salesy.


There’s no reason for marketing funnels to follow a one-size-fits-all formula, and they definitely don't need to jam sales down your subscribers' throats. (Because that’s gross.)


Your funnel can feel awesome and genuine for you and your subscribers — so they actually want to buy.


Funnels are nothing more than a tool; they’re a blank canvas, so while you could use them to be pushy (yuck), you can just as easily use them to build relationships and present offers that your audience wants. A funnel is just a tool; you supply the personality. The last thing you want is for your funnel to present a weird, hyper-salesy version of yourself. You want to give your audience the real, authentic you.


For example, one of my past clients spends the majority of her time on stage giving public speeches. She's in the business of inspiration… and she didn't want to distract from her message by standing up there peddling her business. She was in a position where hundreds of people were exposed to her message, but all that exposure just wasn't translating into income. She didn't want to sell on stage (and often couldn't), but she did want to grow her business.


After convincing her that a marketing funnel could work for her without compromising her integrity, we designed a simple funnel that met all her needs.


It started with a value-packed freebie available exclusively to her audience members. It totally tied in with her speech and leveraged text-messaging as the method of subscriber opt-in. Her audience was given an opportunity to get further guidance and support during her speech without missing a beat — right when they were enthralled by what she had to say. It was free, relevant, and valuable.


And it worked.


In her first speech after implementing the funnel, she secured 200 new highly qualified leads for her list. Those new subscribers entered her funnel and received emails that were relevant to her speech and showcased her personality — the same personality she had expressed on stage. She used the emails to sell to her new subscribers in a way that was aligned with her personality and values.


After two months, she closed more business than she had in the entire previous year. A year later she created four times the revenue she was previously experiencing in her business. And she did it her way. She didn't follow someone else's sales formula or mimic an icky strategy. She kept true to her business model and her marketing style. And her audience loved her for it.


When you create your own funnel, you need to bring yourself to the work. It's not about following someone else's one-size-fits-all plan. It's about embracing your personality and letting it shine. That's even more important than making the sale, because it's what leads to the sale.lf to the work. It’s not about following someone else’s one-size-fits-all plan, it’s about letting your personality shine.


So where do you start?
By figuring out which funnel works for your business model and then shaping it to your voice

(Don’t know which funnel to use? Take my quiz to find out.)

When you create your own funnel, you need to bring yourself to the work. It’s not about following someone else’s one-size-fits-all plan, it’s about letting your personality shine.

Have you ever thought, If I use marketing automation, I won't be able to truly get to know my subscribers? Do you worry that in the process of building a system, you'll lose the ability to be personal? And do you imagine that readers don't want to be in some automated funnel anyway?


Not necessarily true.


Some of the biggest relationship-builders in online business rely on funnels to grow their audience base. Entrepreneurs such as Marie Forleo, Gabby Bernstein, Danielle LaPorte, and Amy Porterfield all provide high-value content that grows their subscribers (who, by the way, love them) and eventually turns those subscribers into paying clients.


Let's take Amy Porterfield for example. Her popular podcast, Online Marketing Made Easy, is an amazing funnel builder. In every episode, she gives away a downloadable piece of content, which not only gets you on her list, but provides her with insights into what matters most to you, as a subscriber. This allows her to get to know you better, and send automated content that fits your needs.


Amy's funnel absolutely delivers value, and she’s created it in a way that feels personal and builds relationships. It's all about the intention behind the message. While many funnels are about achieving a specific revenue goal (for example, when you're launching a new product or adding new clients to your roster), they don't have to be. They can exist for the sole purpose of building and nurturing relationships.


And remember, your subscribers want value, and they want to hear from you (otherwise they wouldn't have signed up). Once you know which marketing funnel works for you you can custom-tailor the content in a way that fits you and makes certain your people know who you are and what you stand for… regardless of your end goal.

Funnels don’t have to be impersonal. When you share your personality and stay responsive, your funnels will build relationships.

​Here's one for you to remember: KISS. Keep It Simple and Straightforward. So many entrepreneurs think marketing funnels need to be complicated to be successful. Which couldn't be further from the truth.


It's so easy to hide behind freebies in order to be of value. But all that time you spend posting in Facebook groups, writing a billion blog posts, and creating content for all the platforms can be way more overwhelming than crafting a simple one-and-done funnel.


In fact, all of that free value can be confusing and overwhelming to your potential clients. I'm not saying you should stop creating valuable content, but it's important to be selective. You're running a business, not a charity — and the more streamlined your message, the more people understand what you’re offering.


Let's take it a step further and talk about the content you do share. My least successful funnel had a lot of problems, and one of the biggest was how all over the place my messaging was. I had an opt-in, a webinar, a landing page, an email sequence, and a video. My funnel tied them all together in a big ball of “Huh?”


Each piece of content was useful in its own way, but they didn't complement one another. They were like puzzle pieces from different puzzles. It didn't make logical sense to go from one to the other in a streamlined way… which just confused my prospective clients and tanked my conversions.


Lesson learned. I dismantled my funnel all the way down to the studs and scrutinized each piece of content to see how necessary it really ways. The data supported it: Simplicity was the answer.


These days my free content tackles a specific problem for the right audience, and my funnels share a consistent message. There’s nothing complicated. There aren't a ton of working parts. My funnels are straightforward, streamlined, and simple. And they convert.


Remember KISS. Keep It Simple and Straightforward.

All that time you spend creating content and organic visibility can be way more overwhelming than crafting a simple one-and-done funnel.


By far, the biggest hesitation people have when they ask me about funnels is the technology.


And I get it. On the surface, funnels seem like a big, complicated web of apps, programs, and email providers. There are automation sequences, landing pages, ads, videos, and who knows what else. You might think you'd need to have in-depth knowledge of all the technology required or the budget to hire a team. It’s enough to make your head spin.


Except the complexity is a lie. In fact, when you take my quiz, you'll not only discover which funnel is the best fit for your business—you'll receive the entire funnel…and you can implement it in just three clicks. Three clicks is all it takes to load your funnel up, and from there all you need to do is personalize the copy. Not bad, huh?


And before you worry about making everything look pretty, here's a fun fact: Ugly design sells. You don't need to know how to make a gorgeous landing page that's perfectly on-brand and filled with killer branded photographs. You're better off slapping together an ugly Betty page that hits on real pain points and offers a solid solution.


The uglier a landing page is, the more likely it is to sell. Overdesign consistently kills conversion rates, rather than helping them. Strong content on the page, particularly the headline and the promise, will beat drool-worthy design every time.


It doesn’t matter how techy you are (or aren’t). It doesn’t matter how big your team is (or even if you have one at all). No matter what your techy capabilities, you can build a simple, strategic funnel that converts.


And if you take my marketing funnel quiz, I’ll show you how in just three clicks. No techy muss or fuss involved.


Bottom line? A funnel can fit every business. Even yours.

Whether you need 10 clients or 10,000, whether you offer services or products, whether you're local or global, whether your budget is big or small… funnels can work for you. And they exist to make your life easier, not harder.


All you need is a strategy that works for you. And the best place to start is by figuring out the type of funnel (and marketing style) that best suits you and your business.



Take the free quiz and find out how to leverage funnels for your business.

A FUNNEL CAN FIT EVERY BIZ.

even yours.

No matter your business model or what you sell, you can make funnels work for you.