This question came from a new, very bright, already impressed client after reviewing the first draft of 52 tips we prepared for their review. Reading that question was jolting at first, and provocative next. The funnel concept is one that’s used effectively by many marketers, especially those whose business model is primarily internet marketing and single unit sale directly to an end user rather than bulk sales and content licensing. The business model has merit and serves many sellers and buyers quite well.

A funnel is a predesigned pathway of a highly focused sequence of products or services. The first item in the path often costs very little, leading to a second purchase that costs a bit more, gives more information and experience, and ultimately after a chosen number of steps lands at a high-priced program or method.

Each step of the funnel loses the number of people who purchase, with the seller making more money with fewer buyers.The high ticket offer is often designed to last many months or years.

That is one of many business models that people create or follow. It’s not a bad thing. It’s simply not a fit for everyone or every situation. And again, yes, it’s also better suited for single unit sales directly to the end user rather than a one-to-many business model.

Keep in mind that a funnel has one opening at the narrowest end of it.

A sieve (also known as a strainer or colander), however, has many openings, with many choices of what’s next. 

Back to this new client’s question of what’s next in the funnel after the 52-tip manuscript is done. This is where a sieve is worth considering. Offering the buyer a small number of relevant choices enhances the experience and the outcome for both you and for your decision maker.

Attempting to read your prospective buyer’s mind by assuming the next step’s product or service you arbitrarily put into your funnel would be perfect (for everyone!), you could lose their interest completely. By introducing five or six choices, you are better serving that buyer.

You are also increasing the likelihood of not only making this bulk quantity or content licensing sale, you’ve heightened the likelihood of making many more transactions at this level with that person for years to come.

It is completely possible your prospective client will be impressed, enthused, relieved, and eager. They see you are more than a one-trick pony, that you have choices to offer them that include digital and tangible options.

Some have also said some variation of “gee, I like that booklet idea a lot, however, I’m wondering if you can use those same tips to create a customized card deck for us, or a crossword puzzle, or …

Among the five or six next-step choices to offer on a product sheet and on your website, you are giving enough options with minimal risk of confusion or overload in your buyer’s mind.

These factors help you evaluate what to offer:

• Make the next products’ or services’ content incrementally more.

• Choose an offer whose price is a reasonable next step up.

• Pick different delivery formats of the content to reinforce learning.

• Consider various learning and life styles - audio, visual, interactive.

• Ask your buyer which they view as their starting point with you.

The answer is always “yes.” And now you get to see how easy this can be, with less brain strain, no convincing, and testing the idea of a sieve to see how differently it works than a funnel in lots of situations.

Let’s explore how we can best serve you in transforming your content into saleable new revenue streams showing you how to help more people than you are right now.

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