There’s a first time for everything.
And today, I believe you are reading something historic.
“What?” I hear you ask.
The first time someone has ever written something on sales funnels that features Genghis Khan.
Let me explain…
I love reading. And unlike most entrepreneurs who obsess over business books, I’m more into fiction.
Don’t get me wrong, business books can be awesome. But I prefer reading one book ten times as opposed to ten books one time. If you treat a business book like a course instead of a book, where you make notes and really study the content, then you’ll get a ton more value from them.
Right, back to fiction.
The reason I love it is simple: It’s an escape.
See, my head’s a weird place to be. The best way I can describe it is this:
Imagine being in a busy, crammed room, packed with people barging into you all the time, talking loudly all around you, and just generally not giving you any space to breathe.
Welcome to “Tom’s World”.
I mean, I just can’t switch off. There’s always something whirring around in my head. I struggle to watch a movie without pausing it 3 times because my mind’s wondered off.
Yet reading’s different.
It gets me out of my head for a bit.
Anyway, one of my favorite authors is Conn Iggulden. He writes historial fiction, where he takes a major character from history and “fictionizes” (great word) his life to make it more interesting, whilst keeping in the real events so it’s mostly accurate.
I’ve recently finished his “Emperor” series about Julius Caesar.
And now I’m onto “Conqueror”, about Genghis Khan.
The first book’s about his childhood. Kinda lays the foundation for what’s to come.
Right now, I’m on the second book. And as I was reading, it reminded me of sales funnels and “tripwires”.
For the record, let me quickly explain what sales funnels and tripwires are.
A sales funnel is basically where entrepreneurs and marketers take people from being a “cold” prospect (top of the funnel), all the way to being a “rabid fan” who buys the high-ticket stuff (bottom of the funnel).
Here;s an example, just to make it clearer:
Let’s say you own a supplement business where you help people with heart problems.
At the top of the funnel, you might offer a free report called “Is your doctor slowly killing you? The 5 “facts” doctors tell you which are actually eating away your health”.
To get this free report, they need to optin to your email list. They’re now into your sales funnel.
Then you might offer them a “tripwire” product.
What the hell is a tripwire? Isn’t it some form of trap?
Not in this sense, no.
Instead, it’s a simple way of turning non-buyers into buyers as soon as possible.
Why would you wanna do this?
Because buyers, no matter how little they pay you in their first purchase, are more likely to buy from you again.
In other words, Jimmy, who’s already given you £7 for a bottle of fish oil capsules, is gonna be WAY more likely than Paul to buy your £97 heart-health bundle, because Paul has never bought from you before.
He’s still on your “non-buyers” list. He doesn’t trust you as much yet as a previous buyer does.
And that’s why tripwires are often low priced. (£7-£37 tends to be the standard rate.)
Anyway, for the record, you’re more than likely gonna lose money at this stage. The money you get from your tripwire probably isn’t gonna be enough to cover your costs.
But that’s where your sales funnel comes into play. You can make huge money from all the “Jimmy’s” out there, on the back-end.
So now you might offer a few up-sells.
And with each higher-priced product, you’re taking Jimmy further and further down the funnel…
Until he buys your high-ticket stuff.
Which, in this case, might be a week-long health retreat in the Bahamas, where you get access to the best heart health experts, yoga classes for relaxation, personal training sessions tailored to you, a world class chef, and whatever other goodies you might offer.
You get the idea.
Now then, let’s get back to Genghis Khan shall we?
As I said, a scene in this book reminded me of the whole “tripwire” and sales funnel thing.
By now, Genghis had got all the Mongol tribes together as one army. And he’s marched across the dessert to go and attack the Chinese, who the Mongols hate.
But as they reached the edge of the Chinese land, they had a problem.
You see, the Chinese had built a big-ass wall for this exact reason – to keep out invaders.
And Genghis was stumped.
He’d never seen anything like it.
Was this the end for the Mongols?
Well, they certainly didn’t have long. They’d marched across the desert for 12 days straight. Water was running out.
They were as close to death as Anakin Skywalker was at the end of Revenge of The Sith.
But Genghis had an idea.
He knew that if he sent his whole army in to attack the wall, they’d get picked off by archers firing arrows down at them.
Would’ve been stupid.
It would be like an entrepreneur going all in and offering his £20,000 seminar to cold traffic.
Like I say, stupid.
So instead, Genghis used his own “tripwire” strategy to lure out the Chinese defenders.
By sending in just 1,000 of his men to attack the wall. (He had like 20 thousand in total.)
Now, listen. Here’s why Genghis would’ve been a successful entrepreneur today…
He would have understood the idea of losing money on the front-end with a tripwire, in order to prosper on the back-end. Because that’s exactly what he did.
See, he knew the 1,000 men he sent in were going to die.
But he didn’t want the Chinese to know that he had thousands more waiting. And so, as he expected, when the Chinese killed those 1,000 men, they opened the gates in the wall and came out to take the armor and weapons from the dead Mongols.
And that’s when Genghis seized his moment.
That’s when he sent in his troops.
And that’s when he got through the Chinese wall.
Amazing strategy, eh?
Like I say, attacking the wall with all his men would’ve been like sending cold-traffic to a high-ticket offer.
Sure, there’s a small chance it would work. And you wouldn’t have to go through the initial “loss” on the front-end.
But in all likelihood, it would bomb as bad as the Star Wars prequels.
(Well, I actually loved the third one… Come at me haters!)
Anyway, by accepting the fact he’d lose 1,000 of his men upfront, Genghis knew he’d still profit on the “back-end”. In other words, he’d then be able to beat the Chinese and get behind the wall with the rest of his army.
Just like as an entrepreneur, you need to accept the fact you’ll probably lose some money on your front-end offer.
But, just like Genghis and the Mongol army, if you play your cards right and have a great sales funnel in place, you’ll have amazing success on the back-end.
In other words, money, money, money baby.
PS- I was gonna talk about this yesterday.
But as I was writing, I changed my mind.
Instead, I thought I’d write about a real-world example of how a sales funnel I put in place for “The True Transformation”, helped them more than 3x their revenue in 3 months.
You can find out how I did that, as well as how you can apply it to your own business, by going to: