Understanding the Marketing Funnel, Part 1
The Copywriter Column #201
Let’s talk about your marketing strategy and why it might be broken…
Think about the last time you went to a party (yes, I’m doing the “party” analogy). Would you walk up to a complete stranger, pull out a ring, and drop to your knee between the cheese plate and the punch bowl?
Hopefully not because you know relationships take time (and if you would do that – yikes!).
You start with hello, maybe some witty banter about how that one friend of Steve’s always brings the same seven-layer dip to every event. Then maybe you exchange numbers, grab coffee, and see where things go.
Marketing works exactly the same way. Except instead of that dude’s seven-layer dip, you're dealing with your audience's multiple layers of skepticism.
Rightfully, they've got their guard up – they've been burned in the past by too many "LIMITED TIME OFFER!!!" emails.
This is where the marketing funnel comes in, and if you're scratching your head wondering why your marketing efforts aren't converting, this might be the missing piece you've been looking for.
What's a Marketing Funnel (And Why Should You Care?)
Think of a marketing funnel as a journey – one that transforms complete strangers into loyal customers who rave about your brand to anyone who'll listen.
It's called a funnel because it's wide at the top where lots of people first discover you (like a viral TikTok video), and narrower at the bottom where fewer (but more committed) people actually buy something.
Think of it as a first date → relationship → marriage progression, but for business. And just like in dating, trying to skip steps is a recipe for disaster.
But expert marketers know funnels aren't just about getting new customers. They're also great for keeping existing customers and turning them into passionate advocates for your brand. (More on that in Part 2).
The Four Stages of Marketing
Let's break down the main stages of a marketing funnel. Think of these as the natural "relationship levels" you progress through with your audience:
1. Awareness (Top of Funnel - TOFU)
This is your "hello across the room" moment. You're not trying to sell anything yet – you're just trying to be interesting enough that people don't immediately walk away when you start talking.
What it looks like in action:
Let's say you're selling sleep supplements. Instead of jumping straight to the proposal and shouting "BUY MY MAGIC PILLS!" you might write a blog post titled "10 Signs You Need a Better Night's Sleep."
At this point, your goal is to be helpful and entertaining, not salesy and desperate.
2. Consideration (Middle of Funnel - MOFU)
Now we're in the "get to know you" phase. Your audience is aware you exist, and they're curious to learn more. This is where you build trust and show your expertise.
What it looks like in action:
You offer them something valuable (like a free guide to better sleep) in exchange for their email address. It's like exchanging numbers, but a little less awkward.
3. Conversion (Bottom of Funnel - BOFU)
This is where the magic happens. They know you, they trust you, and they're actually ready to commit. (Don't mess this up by suddenly turning into an infomercial host.)
What it looks like in action:
Now's the time for that special first-time buyer discount or to show off your glowing testimonials (from real people, not a robot or your mom – though we love her enthusiasm).
4. Retention & Advocacy
The journey doesn't end with a purchase! This bonus stage is about turning customers into loyal fans who can't help but spread the word about your awesome brand.
What it looks like in action:
Think VIP perks, insider access, or rewards for referrals. Make them feel special, because they are.
The Big Takeaway
Here's the deal: Most marketing fails because it tries to skip straight to the sale without building any sort of relationship first.
It's the business equivalent of proposing marriage via a mass email send – technically possible, but deeply uncomfortable for everyone involved.
In simpler terms, it's about creating a natural progression that guides people from "Who are you?" to "I can't live without you."
In Part 2, I dive into why most marketing funnels fail (and how to make sure yours doesn't), plus practical steps to apply these principles to the brands you’re working with. 👇
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