Posted by Scott Bywater in marketing Jul 31st, 2015

Over the past few weeks, I’ve been tutoring my son in math…

It’s been an interesting process, as math has always been a strong point for me (even though I lost confidence in the last couple of years of school after moving, and dropped to basic math)…

But I’ve never thought about it really deeply.

About the core elements of what it actually is.

Think about it…

You get this question like:

If John is travelling at 120km / hour, how far will he travel in twenty minutes.

And the secret to working it out is to stop…

And think…

And break it down to something simple.

Like how far does he travel in ten minutes.

Well ten is 1/6th of sixty.

So it must be 1/6th of 120km…

Which means he’d travel 20km/hr every 10 minutes.

And that means, in twenty minutes… he’d travel 40km/hr.

Of course, we work this out quickly in our heads.

But as a kid, when you’re trying to grasp it… it doesn’t come as easily to start with.

It’s the same with building email marketing funnels.

You’ve got a problem.

How do I get people to buy?

And you’ve got to break it down…

I am not building trust.

How do I build trust?

I need to communicate with people regularly.

How do I communicate with people regularly?

I need to get them to join my email list.

How do I get them to join my email list.

I offer them a lead magnet they really, really want?

What is that?

Ask them, by doing a survey?

Ok, now I’ve got them subscribing… how do I get them to buy?

You’ve got to provide them with interesting information they want.

What do they want?

Ask them.

Ok, I’m sending them stuff they want, but they’re still not buying.

You’ve got to make them an affordable offer.

I made an offer but they’re still not buying.

How much is it?


Try splintering it.

Offer them something cheaper to make it easier for them to get buy in.

Ok, I did that and they bought. What next?

Sell the next level of product or service.

What’s that?

What did they tell you they wanted?

And so on…

Building an email marketing funnel is like solving a math problem.

You’ve got to break down the problem…

And you’ve got to have patience…

And you’ve got to solve each problem, piece by piece until

you arrive at the right answer…

Which is ultimately a system which generates more than $1 back for every $1 you spend on advertising… as quickly as possible.

Scott Bywater

Scott Bywater

Direct Response Copywriter at Copywriting That Sells
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