I read some e-commerce advice the other day that got me thinking...

Someone I follow on Instagram has had great success selling website planning worksheets as an onramp to her business courses and consulting services.

She knows her repeat customer rate is 60% (which is insanely high in e-commerce). Once someone buys her $5 printable worksheet, they're highly likely to buy her $300 course, then some of them will buy her group and private consulting.

The advice that piqued my interest?

Let's break this down:

1) Someone sees a Reel she posted.

Maybe it contains some good advice, with the promise of more education in the PDF.

Maybe it contains a story of how one of her students launched their website using her worksheet.

Maybe it contains an enthusiastic plug for a sale that's going on.

2) They're interested, so they go to her profile.

The link in her IG bio does NOT go to a lengthy landing page where people could lose interest, get distracted, or talk themselves out of a purchase.

The link takes the viewer to her checkout page: where they see a couple persuasive bullet points about what they're buying and fields to autofill their card (as easy as an Amazon purchase).

You can do this because it's a $5 product. You don't need to prove that it's a good idea. It's an impulse purchase that doubles as marketing for the more expensive product.

What does this have to do with church marketing?

Let's get a little more practical.

What's the equivalent for you? Metaphorically speaking, what's the $5 printable worksheet equivalent that could prime someone to "buy" your $300 course?

We have to define your Top-of-Funnel (TOFU) action steps, your Middle-of-Funnel (MOFU) action steps, and your Bottom-of-Funnel (BOFU) action steps.

Yes, those are real acronyms. 😂

At each layer of the filter, the person gets more and more invested. But they have to enter the funnel at the top if they're ever going to get to the bottom.

For a church or school, here are what I think would make good TOFU action items. Think low commitment, impulse, but could prime someone to become more invested.

• Send a direct message on FB/IG
• Watch a sermon on YouTube or listen on Spotify
• Fill out a short contact form
• Get a reminder
• Sign up for emails
• Download a reading plan

So here's my question: Is the link in your bio or your call to action on your website too far down the funnel?

Keep it easy and send people directly to where you want them to go: not to your contact page, but directly to the form. Not to your linktree, but to your DMs.

Give this a try and let me know if you get more traction on your calls to action.

Until next week,