This Is Marketing: You Cant Be Seen Until You Learn to See

 CHAPTER NINETEEN 
The Funnel
Trust isn’t static
Visualize a funnel, one with a bunch of leaks and holes in it.
At the top of the funnel, you pour attention.
At the bottom of the funnel, committed loyal customers come out.
Between the top and the bottom, most people leak out. They walk away,
trust diminished, or leave due to a mismatch between what you offer and
what they believe, a disconnect between what you say and what they hear.
Or maybe it’s just not a good fit, or they’re distracted, or life got in the way.
As people work their way through the funnel—from stranger to friend,
friend to customer, customer to loyal customer—the status of their trust
changes.
Perhaps they become more trusting, the result of cognitive dissonance
and experience. Or, more likely, they become more distracted, more fearful,
more eager to run away, because saying yes is more stressful than simply
walking away.
You can fix your funnel
1. You can make sure that the right people are attracted to it.
2. You can make sure that the promise that brought them in aligns
with where you hope they will go.
3. You can remove steps so that fewer decisions are required.
4. You can support those you’re engaging with, reinforcing their
dreams and ameliorating their fears as you go.
5. You can use tension to create forward motion.

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6. You can, most of all, hand those who have successfully engaged in
the funnel a megaphone, a tool they can use to tell the others.
People like us do things like this.
Funnel math: Casey Neistat
Casey regularly gets more than ten million views for one of his YouTube
videos. That’s a permission asset. People follow him and those people are
likely to share his work.
For a recent project, he sent his viewers (when I saw the video, it had
received about a million views) to his live stream on Twitch.
I clicked on the link and saw that it had been seen eighteen thousand
times. So, about one in fifty people had clicked over.
On the Twitch video, there were hundreds and hundreds of comments.
It’s difficult to count, but let’s call it a thousand.
Which means that one out of eighteen people took the time to post a
comment.
And of the thousand commenters, perhaps five will go ahead and take
further action like sign up for whatever Casey’s building.
1,000,000 to 18,000 to 1,000 to 5.
That’s what a funnel looks like. Your mileage may vary.
The reason that he’s Casey and we’re not isn’t because he has optimized
his funnel. It’s because the top of the funnel is regularly and effortlessly
filled with people who are enrolled in his journey.
Everything gets better once you earn that trust.