Transformation Framework, Offers Suite & Funnel Planner - Cat Rowley

In less than 20 minutes you'll know how to use this Google Sheet to strategically craft your offers and build your funnels.

Website: https://catrowley.com/everything/

Podcast: https://catrowley.com/podcast/

Youtube: https://www.youtube.com/@catrowley

[00:00:00]:
Hi, I'm Christina Rowley, also known as Cat, and I run Empower Tech Academy where I empower entrepreneurs like yourself to master their online business tech. And I have done for you services for those things that you'd rather not master. Today we're going to be looking at this Google Sheet and how it can help you plan your funnel. So let's have a look. So this Google Sheet helps you plan out your funnel and thinks about the transformation that your customer is going to be looking for. It provides a high level overview of your audience transformation journey. It's going to help you visualize, map out the overarching information that your suite of offers needs to deliver and will help your customer go from their initial struggle to their desired outcome. So why does this matter? Well, people don't just buy products and services, they buy the transformation.

[00:01:02]:
They are looking to have a positive change because of the product or service they're buying from you. So you need to connect with your audience's deeper needs and desires and make your message more relatable and powerful to them. So if we can market to our customers with a strong transformation message, then this is going to be even more powerful marketing and that will help us meet the needs and desires of our customers. So as we scroll down here, you can see that there are three main sections to the customer's journey. And the three stages are the before big picture, the turning point, and the after big picture. So this before big picture is the struggle stage. We're going to define the current pain points and frustrations that your customers are feeling. So this example here is a busy mum, overwhelmed with nine to five jobs and family responsibilities, dreaming of the flexibility through an online business.

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And the turning point here is that at one point, after missing another important family event due to work, they've realized that they need to change something. This is the aha moment or the emotional trigger that is going to drive them to make the change. And then over here, the big after the after big picture, this is the vivid picture that you're going to paint of success and life after they have bought your product and used it or used your services. Okay, so this might seem over the top, but this is where we are going. We want people not just to be buying a little product, we want people to know how this is going to help them on their journey to transformation. Now, the most interesting thing of all of this is very often the people we're selling to are a past version of ourselves. So think about when you were in a situation similar to whatever the before picture is for your audience and what the turning point could be in the after picture and it's likely to be a past version of yourself. So after you have entered in your big picture turning point and after big picture for your client, your customers, we're going to move on to tab two.

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Okay, so the big picture transformation was the what, and now we're moving on to the how with the targeted solution transformation framework. So this is specifically designed to help you identify the unique challenges and needs of your audience so you can create products that solves these specific problems that your audience has. This is going to help you build your offers with clarity and it's going to help you make sure that you're not missing out on opportunities to bring money into your business. It's going to help you create a warm audience who are ready to buy higher ticket items and who are going to be ready to buy from you on repeat. So for this example here, our offers matrix features a lead magnet low ticket offer, a mid ticket offer and a high ticket offer. Now this might not be what you're offering right now, but this is what we're working towards with this framework. So the way that you use this offers matrix is you use it to identify key problems that your audience spaces at each stage of their journey and you're going to match each problem with a specific offer that's going to solve it. And this is going to allow you to build trust and authority at every stage of their journey.

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Okay, so now we move to this section where we're thinking about who do you help, what transformation they can expect, and how you can help them achieve that. Now this who, what and how is so important. If you don't meet each of these three things, then you're marketing won't hit the spot. So down here you put in the tools and resources that you use. So if you don't use these things, take them out. If you create other things, use other resources, pop them in there and exclude offer from offers. So for example, in this example here, if you don't do one to one personalized coaching or calls and pop that in there, maybe you don't do personalized resources. So you think about what things you definitely don't want to do and then any additional considerations.

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So this example here, we do not teach them how to be a coach and we do not teach formulas or apps script, add at least one spreadsheet into the funnel. The specific pain point I want to target is struggling to market the products and make sales. Please make my offers related to that. So you put in any additional considerations. So extra information there that you want ChatGPT to know. And this is where we're going to head to ChatGPT. And this box here, although it looks like there's only a few lines, this is actually an entire prompt in here. So the first thing we want to do is we want to actually reduce our screen to 75%.

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This means that we can come up here or whatever size you need to do for your screen, and you're going to do a screenshot of your offers matrix. This offers matrix here. We want a screenshot. So I'm going to press my Print screen button. It brings up the Snip tool where I drag and highlight it around the section I want to take a picture of. So I'm taking a picture of that. And now what I'm going to do is I'm going to head down here, going to return to 100%. I'm going to head down here and I'm going to Control C heading to Chat GPT.

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We're going to press the add add photos or files, find the screenshot you need and open it. And then you're doing Control V to paste in the information. Now, because I've copied it from the sheet, I'm going to do Control Shift V just so that there's not any additional formatting added. So that's a top tip for today. Ctrl Shift V uses the formatting of the document or whatever you're pasting into. Okay, so based on my offers matrix, and now you can see all of that was in that box, the information you'd been filling out on the spreadsheet. And we're going to press the go button for ChatGPT. Okay, so here it goes.

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Now it's going to give you some extra notes at the bottom here. But what you're wanting to do is to copy this section here. So I'm going to move my face out the way. This section here is should be formatted so that you can just copy and paste it into your Google sheets. So you're going to copy this Control C. We're going to head back to the sheet and this again, if you want to keep the way this looks. So I'm just going to show you first of all, if I do control how that changes changed it all to being all white. So if I now undo that.

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And again click on Product one here and I'm going to going to do Control Shift V this time. And you can see there, it pastes the information in, but this time it's popped it in in the same format as was already there. Same colors, the same fonts, same spacing. So now you have your offer suite as suggested by ChatGPT. Now, as with everything AI, this is where you now put your human input and edit it so that it suits you. But you can see there that it has a full set of products, 1 to 10, 10 suggested lead magnets, low ticket offers, mid ticket offers, and high ticket offers that will help you and work through what you're wanting to create next. So now we're heading to tab 3 and this is your sales funnel strategy planner. So what is your sales funnel? So your sales funnel is usually, well, in this sense it's consisting of your lead magnet, your tripwire, your bump offer, your core offer, your upsell and your downsell.

[00:09:35]:
And these are parts of our funnel and the funnel strategy. This is a strategy designed to maximize conversion and sales by guiding your customers through a series of carefully planned offers and is sometimes referred to as a sales funnel ladder or a value ladder. Basically, it's your suite of offers. It's all your products that are similar that you're going to offer. When somebody has signed up to your lead magnet, you're going to offer these low ticket offers that get them biting and then upsell and bump some more offers to them. So in terms of, for your customers, you're wanting each of these stages to be bringing them closer to their end goal, closer to their transformation. Okay, so let's have a quick look at the value ladder here. So our value ladder here is a lead magnet which will attract and capture your potential customers attention.

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And then the tripwire is a low cost, high value introductory offer. So something below $10, below 10 pounds, and you're going to want to turn your lead into paying customers. So they're going from I'm interested in working with this person to oh, I want to buy their product or service. A bump offer is a way to increase this income. Right. As a start here it should be a complimentary offer. So for example, so one of my MTIP wires is a landing page creator. And then the bump order is teaching you how to create the funnel to send people their freebies.

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And then over this way your upsell is a higher ticket offer for deeper support. So it just more involved and more, again, more value, but moving them further, bigger jump on the journey. And then if they're not biting at this, this is where you would want to have a downsell in your funnel so that if they don't buy this, then perhaps you give them the offer of maybe, maybe if it's a course with support, the downsell is a course without the support attitude per price. And then of course there's an opportunity to cross sell where if perhaps they're interested in this product, then perhaps they'll also this. So perhaps if they are buying coloring in worksheets for Halloween, maybe they'll also want some coloring in sheets for Christmas. Okay, so this is where you lead. It leads you on to the planning stage. So I'm just going to make this smaller so you can see all here are 10 funnels that you can create.

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You're going to call them, you name them up here, and you're going to map them out here. So you're going to say, what is your lead magnet, your freebie, your free offer here? What is this going to be? What will the tripwire be? That's a complimentary thing. That's a small purchase. What's a complimentary bump offer to that? That would increase the sales right at the start here. What is the main offer that you actually want them to buy? That's your main offer there. And how can you upsell that or downsell or cross sell? And you want to map out all of these offers because you really do want to have more than one funnel. Now, this is a lot. If you are just starting out, you're going to just start with one funnel and you can come back at a later date and map out the next.

[00:13:19]:
So starting off with just one funnel, you're going to fill it down the way here. Now, when you are ready to create another funnel, you're going to want to make sure that the funnel is capturing your audience at a different stage of readiness. So thinking of me teaching about using Mailerlite or Kit, perhaps my first funnel is for people who are literally starting out and aren't sure whether they want to use Mailerlite or Kit. And then perhaps my second funnel is you've decided on Mailerlite, this is how you set it up. Or you've decided on kit. This is how you set it up. And then perhaps my next funnel is for people who actually already use Mailer lighter kit and they want to know how they can make things more streamlined, how they can speed things up and make things easier for themselves, how to get the most out of their product. And so you can see here that quite quickly you can start building up funnels and before you know it, 10 will seem like hardly any at all.

 [00:14:22]:
So by building up these funnels, you will hopefully be building up your know like trust factor because your customers will be able to come to you at different stages in their journey and know that you're going to be there to help them with their next stage, with the next product or service or course that they're needing. And of course you want to get into the habit of having a funnel that works like this that doesn't just go from a freebie to a high ticket offer because that way you're going to leave money on the table, but also a struggle to go from a new customer that's not purchased anything to a customer that's going to be paying for your most expensive product or service. So get used to setting up lead magnets that then feed into a funnel like this. So thinking about our funnel here, the the key takeaways are that transformation sells clarity converts and structure scales. So you need to make sure that you are selling the transformation to your customers, that you are clear in your offers so that you can convert from signing up for freebies, actually buying things from you, and that you will have a structure from this point onwards where you will then be able to scale because you know what you're doing to create your next funnel. Building on the last so back to Tab 1, once you have thought about what your client's transformation journey is onto tab two, once you have filled out this information here in the pink box head is a chatgpt with the screenshot of this offers matrix and paste it in the green prompt here. You'll be able to have 10 ideas for each of these offers here that you'll then be able to start working on to create your 10 funnels in Tab 3. And so you can see there how they all feed onto each other there.

 [00:16:31]:
So I hope this is going to help you really get clear about what your customer journey is about what their transformation is and how you can create products and services to help them. So this can work for digital products. So take for example a teacher. What is the journey that they're looking for? They want to go from endless searching for things that their products that they're looking for for their classroom to being able to come to you to get them knowing that you're going to have the worksheet that they need or the printable for the classroom wall that they need. And so you can start building up this know like and trust factor, the reliability through these funnels and mapping out the journey. It will really help you get focused. So maybe you're thinking about starting back at school. You're going to offer maybe a lead magnet that is a printable for children's birthdays.

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And then the tripwire is paying a little bit more to get some daily planner that they can print out and laminate. And then your bump order, you can see how you can go here and start creating these. So this works really well for digital products as well as courses and services, too. So that leads me to the QR code. So if you head to the QR code here, you're going to be able to download this sheet and get started yourself today, planning out your funnel. If the QR code isn't working or you're watching this on your phone, I have included the link below there, so you'll be able to type that into your computer. Thank you so much for joining me for this tutorial today. I was Kat Rowley from Powertech Academy, and I wish you all the best with your tech journey.