The Problem With "Funnels"
An excerpt from a post by
, with his permission:This is a boom year for gratitude.
The national debt continues to rise, the markets continue to be uncertain, countries are at war, and we’ve even seen large banks collapse overnight. That’s scary stuff - appropriate given that it’s Halloween.
But Thanksgiving is right around the corner and here you are, with an internet connection, reading this post, which means you have the means you have the internet, a computer or phone, and a quiet place to read it - all things to be grateful for.
Can you feel the gratitude swelling?
If not, it’s likely because you’re not seeing reality for what it is, but instead focused on all the ways reality is not meeting your expectations. You’re not the only one. Many brilliant, talented humans keep themselves in a state of misery.
Let’s talk about reality, expectations, and the disconnect between the two.
Ever been convinced of something like:
“You’re One Funnel Away”?
A classic example of a belief that creates an expectation that reality will likely never meet.
Here’s why:
When you build a marketing funnel, you’re building it with the expectation that it will function like the physical construct of a funnel. The physical construct of a funnel works like this:
Put a substance in the top of the funnel
The substance comes out the bottom of the funnel
Simple.
The physical construct of the funnel works because…
The substance is being pulled to the earth by the immutable power of gravity.
The substance cannot get confused, distracted, scared, or overwhelmed in the process.
The substance does not have to change its behavior, which means it does not have to change its beliefs to keep moving in the direction you want it to move.
Does that sound like a list of properties the humans you know share? (hint: no)
The problem with the mental construct of a sales funnel is that it takes a few of these things for granted. For example, the nature of the substance matters; water doesn’t get confused. People do. But the most important factor, the reason a funnel functions the way we expect it to, is because of this little immutable thing we call…
GRAVITY.
Have you ever tried to use a funnel sideways?
For the mental construct of the funnel to function as expected, you would need to mimic the power of gravity (which is a pull, not a push) and remove as much uncertainty as possible. Then, you’d have to remove the beliefs that are preventing humans from moving through the process and replace them with beliefs that better serve them.
It requires:
Gravity (a magnetic pull).
Allegiance Capital (certainty or trust)
Stealth Influence (belief and behavior modification)
The Letter is a masterclass in those three things; in Gravity.
The Letter isn’t about funnels. Because what you think is a “funnel thing” is actually a behavior modification thing, which means it’s an influence thing. The ability to influence (both yourself and others) starts with understanding what we call the spectrum of gravity.
If you’re not getting the Letter, that’s okay. I have something(s) for you:
Building Trust At Lightening Speed with Allegiance Capital:
Making Powerful Content with Stealth Influence:
R3: Retention, Referrals and Raving Fans:
The full Stealth Influence Masterclass will be available soon. You can subscribe to this newsletter if you want to get it for free when it is.
And just in case you don’t want to miss another Letter:
Live to learn. Give to earn.
Stealth Influence and Allegiance Capital Resources:
2024WithLaurel.com is a free, five-day training with Nic and Laurel. Stealth Influence is Day 4.
Members of the Success Circle work directly with Nic and Laurel to master and get certified in Stealth Influence and Allegiance Capital