3分鐘時間學習銷售漏斗｜網路行銷究極攻略DOTCOM SECRET讀書心得

文章目錄

銷售漏斗理論

銷售漏斗，又稱為Sales Funnel，簡單來說就是設計一套循序漸進的銷售流程，從讓用戶一步步的認識你後之後購買，再越買越多的學問。

為什麼叫做漏斗？因為整個過程就很像漏斗，例如在漏斗的開口會有100位用戶進入，但是最後只會有10位客戶從漏斗的下方流出，跟你購買。這一層層的關卡，就很像是漏斗，逐步篩選。

不同種類的銷售漏斗介紹

銷售漏斗主依照產品價格粗略分為四大類

商品價格越低，銷售漏斗流程少越簡單。價格越高，銷售漏斗就會比較複雜，需要投入比較多時間來製作。

低價類漏斗，主要目的是讓客戶留下聯絡資訊，獲取名單，再進一步聯絡客戶追加銷售
中價類漏斗，開始加強了追加銷售的環節，以贈送低價產品追加銷售中價商品為主為主
高價類漏斗，一開始就會邀請你參加研討會看影片理解信念，最後再提供更高單價商品的報價

接著根據你賣的不同產品，可以採用不同的銷售漏斗設計：

低價商品：名單漏斗、問券漏斗、高峰會漏斗（能夠獲得初始名單）
中價類：書籍漏斗、購物車漏斗、挑戰漏斗（能夠賣些低價的東西）
高價類：影片漏斗、高峰會漏斗（能夠賣出一些高價的東西）
極高價：電話銷售漏斗（針對夢想客戶，賣出最高價格與價值的東西）

如果想要了解其中特定的銷售漏斗，歡迎留言或是上網搜尋Dotcom Secret這本書，裡面都有詳細的講解。

如何開始銷售漏斗設計，我總結成了五個步驟

銷售漏斗涉及的領域包含：文案撰寫＋Email電子報＋網站架設＋圖片製作＋廣告投放這5個領域

我是網站架設起家，一路摸索下來，到最後接觸到銷售漏斗，我發現這五個方法可以幫助你快速在各領域獲得初步的知識，用比較快的方法打造出自己的第一個銷售漏斗

[在開始學習前]

請你先想像一個在你心中你最想要合作的客戶，想像他跟你合作時你會有什麼感覺，你會有多開心。接著把這個角色的個性和生活風格寫下來。

這個在UIUX的世界叫做Persona，也就是你的核心客戶。在打造銷售漏斗之前，先把你的夢想客戶輪廓畫出來，這就是一切的起點。

核心技能一：鍛鍊銷售漏斗寫作力

要先抓住眾人的眼球，讓客戶感興趣，才有機會把客戶拉入自己的銷售漏斗。也因此，文案是銷售漏斗最重要的核心技能。透過文案再引發動機興趣，設計一系列的流程，一步步的引導用戶，最後呼籲他購買。這是銷售漏斗的核心。

用銷售漏斗的架構，寫出驚人文案

銷售漏斗要遵循的大寫作原則順序：Hook(鉤子)->Story(故事)->Offer(報價)

為什麼要用這套邏輯架構來撰寫，是有原因的：

hook：透過引發好奇心的吸睛標題，創造亮點，讓客戶想要繼續看下去
Story：透過故事引發讀者的感性，並且帶入故事中的角色，一起經歷過去種種
Offer：最後提供報價，清晰描述你可以協助客戶解決哪些問題，並且讓他們相信你

不難發現，這是一系列連貫的操作。

如果沒有好的標題，還來不及講故事，客戶就離開了。
如果沒有好的故事，沒有辦法引導讀者進入情境，激發感性創造衝動和衝擊。
如果沒有好的報價，客戶將無所適從，不知道如何找你解決問題。

用 3WHY法挖出淺藏信念，找到客戶痛點

我要先感謝Kevin，我的一位朋友，無私的分享這個方法。

當我們在提供價值或服務的時候，我們很常對自己的定位很模糊，這就導致寫文案的時候，很常文案內容寫不到點上，讓人看起來相當平淡無感。

假設你是一位老師，你可能銷售漏斗的文案會寫：「我是一位補習班老師，我要幫助學生考到好成績，我會很認真的教導每一位學生，他們不懂都可以來問我。」

但是，有哪一位補習班老師不是這樣呢…

所以你開始問自己：「我做這件事情是為了要解決什麼問題？會產生哪一種感覺？」

銷售漏斗的標題決定文案的生死

前面談到hook鉤子，透過鉤子去抓住大家的注意力，才能夠引發興趣，進而繼續閱讀文案。

那到底好的鉤子標題要具備哪些東西呢？

標題要引發顧客的好奇心：寫得讓人嚮往或驚訝

文案的標題，是精髓。精髓要怎麼寫？要寫的深入人心，能夠緊緊抓住客戶的底層信念，寫到他最深層的恐懼，再帶領他們看見自己解決這個問題後的美好想像。

書中提供了一些實用的標題參考

如果你可以得到[理想]並且不會[痛苦] ｜ 點評：恐懼＋不安全感驅動
在擔心[痛苦]？｜ 點評：恐懼驅動
是時候停止你的[痛苦]了｜ 點評：恐懼驅動
厭倦沒有辦法達到[理想]｜ 點評：恐懼驅動
你得到夠多[理想]了嗎？｜ 點評：貪婪驅動
你想要成為一個厲害成功的[TA]嗎？｜點評：恐懼、自我實現驅動

根據不同的受眾撰寫不同的漏斗標題

你不會對很熟的客戶說：初次見面，請多多指教；
也不會對剛認識的客戶說，我剛剛推出了一個產品，要不要買。

客戶初步可以分類為三種，分別為：

熱流量：已經知道你是誰，也知道你賣什麼產品，知道你可以提供什麼價值。
溫流量：知道你賣什麼產品，但是不確定你能夠提供到什麼價值。
冷流量：對自己需求不明確，不確定如何取得幫助。

[熱流量]

熱流量的客戶，可以直接寫你提供了什麼產品和服務。因為客戶已經知道自己要什麼，也了解你。因此重點是告訴他，你這個服務就好。

[溫流量]

溫流量的客戶，知道自己要什麼，卻不太確定你能不能滿足他。因此在寫法上，著重以描述客戶的痛點和養點為主，不要帶到產品名稱

[冷流量]

冷流量的客戶只知道自己現在很痛苦，但不知到如何解決，也不知道可以解決到什麼程度。因此我們著重描寫痛點去吸引這群冷流量的人。

核心技能二：銷售漏斗設計流程（或使用銷售漏斗和模板）

銷售漏斗的流程可以簡單定調為

獲取流量->獲取名單->低價商品->中價商品->高價商品->極高價商品

以下內容為英文版，因為最近我在練英文ＸＤ

The Power of Upselling: Boosting Profits in a Rising Ad Cost Landscape

One strategy that truly inspires me is upselling. As we all know, advertising costs are steadily climbing. If we maintain our current revenue levels, profitability will suffer, ultimately leading to losses. Fortunately, a powerful new solution has emerged: upselling.

Implementing upselling can significantly increase your profits. Let’s consider this example: you currently sell a single product. Why not offer an extended warranty similar to AppleCare? This enhances the value per order and frees up more budget for advertising.

The ideal upsell service hinges on understanding your customers’ post-purchase needs. Craft packages that prioritize their well-being, comfort, and convenience. Unleash your creativity and brainstorm solutions that add genuine value to their experience.

The website is important more than you think

The old fashion website present – captured from DotCom Secret

Simple is power that is true. The old fashion website make it self like a information brochure which put all information on the website and look forward customer will deeply understand the huge value the website owner offer. Hower it only cause confused in the end. The user must pass through too much distraction things and don’t know what to do next.

Ideal sales funnel. Only focus one thing in a step – captured from DotCom Secret

Define your customer

Who : Who you are so happy to work with not work for?
Where：Where are those people in?
Bait：What are those people interest in?
Result：What they always want?

The first step is to identify the customers you want to work with. What are their needs? What are their pain points? Once you understand them, you can start to reach out to them.

One way to do this is to find out where they spend time online. What websites do they visit? What social media platforms do they use? Once you know where they are, you can start to create content that will catch their attention.

A great way to do this is to create a hook that will make them want to read more. This could be a story, a statistic, or even a question. The goal is to get them to click on your content and learn more about what you have to offer.

Finally, you need to offer them something valuable. This could be a free consultation, a discount, or even just some helpful advice. The goal is to show them how your product or service can help them achieve their goals.

Pinpointing where your ideal customers congregate is crucial for cost-effective marketing.

Imagine spending a fortune on Facebook Ads targeting individuals with similar interests worldwide. It can be like sifting through sand for gold nuggets. Instead, consider joining relevant clubs or communities where your ideal customers already gather. Accessing these focused groups allows you to connect with your target audience directly, often at a significantly lower cost compared to traditional outreach methods.

You may ask yourself:

What Website my dream customer already go to
What forum or message boards do they participate in
What are the facebook they are participate in
Who are the influencers they follow on Facebook and Instagram?
What podcasts do they listen to?
What are the email newsletters they are subscribed to?

The most efficient bait: Hook（渴望）-> Story（自己故事）-> Offer(附加價值)

Think about how we attract our dream customer? The best way is give them a wook and than tell them a unique story, and finally, give them an irresistible offer.

The Hook is to tell them “how to” do their dreaming thing

The Story about yourself let customer trust you and build a connection with you. They think you are professional and unique to help them.

The Offer you can add to help your dream customer success

How to increase your product price

The best answer is increase the value

There is a concept called value ladder. Once you can provide more value, the customer willing to pay more to buy your unique service.

The point is how we provide more value? Just think about what things can help your customer get better service, experience and feeling. Mix with your strength, use your imagination to come up with some idea no matter which is feasible.

List all your imaginable way that can help customer, and pick up some feasible way and make it true, make it appear in the offer. That will become your most unique value from others.