Behind the Scenes of My Best-Performing Funnel
Feb 19, 2024
I have been wanting to do this behind-the-scenes post for SO long because systems and funnels are something I get asked a lot about. And for the most part, I am self-taught. I get asked who my tech person is and my answer is: me.
The VERY first course I ever purchased when I was first getting started was a course on how to use Convert Kit which is our email service provider. It changed the game of how I think about running a business.
One funnel can take a minute to set up. But one funnel can change your life.
So let's take a peek BHTS of our best funnel, CEO Week. (PS - you can see it work for yourself at www.hollymariehaynes.com/ceoweek).
What is CEO WEEK?
I had this concept or idea I had of how to teach you how to scale your business in 8-10 hours a week while working full time or insert all the other things you have going on. I taught a masterclass live three years ago leading to a course that I don't offer anymore and while the course didn't stick, the concept of CEO Week did.
After I taught it live in a webinar format, I thought about what you really wanted and that was to implement as you go. So we turned it into a 5-day challenge. Your CEO Week is 5 days, and from this, you can take the challenge day by day and see results each day.
So, phase two was to launch it live again. This time with some improvements.
Anytime you set up a funnel or automation of any kind, I recommend you launch it live first. Or two to three times. This allows you to adjust to your audience, see what people like, and then finally agree on the most effective way to run this automatically behind the scenes.
Now we are about a year into CEO Week, launching it live a few times, and then making the decision to set up a funnel to do it for us.
Our CEO Week Funnel
The results. We have had over 2,500 people go through our CEO Week funnel. When you join you become part of a nurture sequence which currently has a 60% open rate and 11% click rate.
This is not selling. This is all nurturing. All education. All value.
This is the piece that people skip. Our nurture sequence is about a week (remember CEO Week is 5 days plus some bonus content) and we spend the entire time helping you get an amazing schedule in place.
We do this through email + Video. (If you read last week's blog post, you might remember me chatting about how important video is and how it helps engage your audience up to 80% more). If you have a freebie and are sending emails to nurture them, add video.
Once I launched CEO Week live a few times, I actually re-recorded and re-wrote all these emails to make sense in a week-long launch challenge format. It was 1000% worth it.
To recap.
Phase 1. Launch it Live.
Phase 2. Nurture and deliver the goods. As in really helping people see results. The goal of CEO Week is by Day 5 your schedule is transformed. And I would say by those open and click rates, it is. The other cool thing we did is when you watch the videos, inside our app, you can ask questions. So it kind of is like you are taking it live, but on your schedule (we have 1000s of comments now) where you can learn from others but also see me show up in real-time.
Phase 3. Show your audience the next step. We are a week into the challenge right now and have just hinted at the next steps. This is the step in the funnel where we introduce the sales sequence.
Our sales sequence has a 55% open rate and a 2.5% click rate. What does this tell me? Statistically, you like our next step. Which is our Crush the Rush Club.
Why?
It makes sense.
Inside our funnel, we delivered value. Got to know you through live comments, delivered extra value, and then helped show you the best next step.
Our sales sequence is another week-long which includes 3 key factors:
- Extra value. If you don't become a member of the CTR Club that is ok, we still have more surprises for you for being a part of the sequence.
- More extra value through savings. We set up a special coupon for those in CEO Week to save inside our membership.
- A clear path of what happens when you join. I think this is key with any launch. It helps you understand, hey, when I say yes, what happens? How do we do this? Video.
Introducing a new private podcast series that’s just for you if you’re sick of all the Instagram BS! (or insert social channel of your choice). You can build a business without being a slave to the social engine. Grab the free series.
Inside the funnel, I film several looms where I take you through what your next steps are, how to join, what to expect, and all the things. And because it is video. It converts. Catch the theme?
The reason I wanted to share this is a funnel is NOT just download my freebie and hope that someone pays me for something next. A funnel is a way for you to help someone, to get to know them, to strategically ask questions (in an automated fashion) and start a conversation, to build trust, and then to take the time to help them make a decision about working for you.
It is NOT a fast, 17 people bought in an hour funnel. But our business model isn't that. Our business model is long-term.
It is a different way of thinking about funnels and systems, but our CEO Week funnel, consistently converts and has created at least last year over $40k of income, without selling.
And you have to take the time to build it.
Launch it live.
Interact with your audience.
Nurture first. Then sell.
Strategy can be simple. Selling can be simple. Funnels can be simple.
Have I piqued your interest in building funnels differently? You don't need 100. You need 1.
Or better yet, go take CEO Week and get your schedule back on track while seeing how it works for yourself. Just go to www.hollymariehaynes.com/ceoweek
Resources
- Is it time to outsource? Learn why I hired an executive assistant
About the author
Holly Haynes is a business strategist who loves a good plan and flow chart. She is crazy passionate about teaching women like you how to build your dream job and scale to 6-figures without sacrificing your weekends or priorities.
CONNECT WITH HOLLY:
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ASK ME ANYTHING: www.hollymariehaynes.com/chat
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WORK WITH HOLLY: www.hollymariehaynes.com/workwith me
- FIND HOLLY ON LINKEDIN: https://www.linkedin.com/in/hollyhaynes/
