Yoooo, fellow my-email-enjoyer…

As you might have guessed…

This won’t be one of those out-of-pocket, clinically insane writings on the wall inside a padded cell.

We ain’t doin’ it today. Sorry.

Today’s email will be strictly value.

A bit of secret sauce.

A bit of batshit craziness too. Don’t worry.

My dad’s solar installing business funnel (Poland).

I will show you a:

• Full funnel roadmap - before & after

• How to actually stand out among other copy-and-paste biz by solving a unique problem

• Why the “market is too saturated and ads don’t work” is fuckin’ bullshit

And more.

Let’s cannonball dive into this bad boy.

1. Funnel roadmaps

So…

My dad’s current funnel looks something like this:

The ad has NO positioning - apart from selling to businesses and casual people.

(Like everyone does)

NO unique mechanism or selling point.

Basically…

It’s like seeing a growth guru A thinking he’s super unique, yet he’s just a copy-and-paste of a growth guru B.

Some time ago he even told me, with a straight face…

Yeah, the ads don’t work in my industry. Everyone is doing them and no one is getting any clients.

No fuckin’ shit Sherlock.

99% of these businesses are copying and pasting some ad templates from Instagram gurus.

No wonder they don’t work.

And what I am gonna do about this stinky mess?

Here’s a rough sales funnel roadmap (for now):

a. Target specific people with a specific issue

Everyone and their shit-stained dog is trying to target EVERYONE with the SAME promises.

We?

We will target specific issues and frame the service as a specific solution to them.

2 examples:

a1. Cold winters & expensive heating → Reducing energy consumption with solar panels so people pay less for heating

a2. New parliament & senate getting elected (more favorable laws for business regarding taxes) → People have a bigger incentive to invest in their business.

They may or may not make much sense. I hope you get the point.

Also the current ads are not optimized.

Big chunk of text.

Same promises as well.

So even upgrading just the ads could make us muuuch more $$$.

b. Value ladder

Every marketer with half a brain will tell you…

You can’t sell your expensive stuff just from ads.

Unless you’re John Cena selling your WWE coaching.

In this case…

You really can’t go lower than couple of 1000s or even 10k+.

But how you can (allegedly) get more clients?

By giving them something for free for their email.

In this case…

You give them a way to find out how profitable solar panels can be for them - with a calculator.

They put in:

• Annual electricity bills

• Building location

• Amount of shadow

• Direction the house is facing

etc.

And they should get an estimated amount of moola they can save and spend LESS on electricity.

That should get them hyped and drooling like crazy.

Next…

c. “Emails are dead”

Listen, buster…

Emails have never been so alive.

So…

They get their results in the email.

And in the same email OR the next one…

They will be offered to get a free on-site consultation OR order the installation right away.

The rest of the funnel is virtually the same.

If they agree? Money.

If they don’t agree?

We could send them nurture emails to get them over the fence.

Some testimonials, case studies, etc.

Simple.

BONUS d. Website optimization

So before I even do anything related to the funnel…

I rubbed my fat finger on the website and all I collected was a bunch of stinky shit.

In simpler terms:

The website focuses on features and “ME”.

I will optimize it to focus on:

• Outcome of the outcome

• Benefits

• Customer (and not the business)

Most website are made by some web dev nerds who don’t know shit about how to make a CONVERTING website.

That’s where I come in.

If I can just polish the website…

It should get us more conversions.

Only THEN I can start thinking about building a funnel.

Aaaand…

That’s all, folks.

Cya in the next one.

~ Iwo Funnel-Ninja Cybulski