After I entered my email to get the eBook, there were more gifts and webclasses and upsells waiting for me. That’s so Russell. When Funnel Stacking: The 3 Core Funnels finally arrived in my inbox, I was pleasantly surprised. It was sixty-eight pages, great production value, and full of insights you can actually do something with.
The three core funnels are the Tripwire Funnel, the Webinar Funnel, and the High Ticket Funnel. When used in that order, they create a value ladder.
The Tripwire Funnel is the first rung of the value ladder. Internet marketing legend Perry Belcher coined the term back in the day and it stuck. But this is usually a “free plus shipping” offer. Something that’s a no-brainer for cold prospects who’ve never heard of you before. Rung two is the Webinar Funnel.
All tripwire buyers get sent through this after receiving their book (or whatever it was). Here, you’ll typically sell a three hundred to three thousand dollar course.
Now it’s time for the big money. Rung three is the High Ticket Funnel. You take your Tripwire and Webinar buyers and move them to a phone call to sell your coaching package, for example. This could be priced at anywhere from three grand to a hundred thousand dollars or more.
Any of the three funnels can be quite profitable on their own. But when you use them together in the proper order, look out. Funnel Stacking gives you an unfair advantage over everyone else.
With proper execution, you’ll be able to outspend your competitors on lead and customer acquisition. This means you can advertise on platforms they might not be able to afford. And on the ones they can afford, like YouTube and Facebook, you can outbid them.
As a result, you can drive more traffic, scale faster, keep your pipeline full, and create a more predictable, sustainable business. Not only that, you’ll operate with confidence knowing a dollar in equals however many dollars out.
Leveraging the Three Core Funnels in succession therefore allows you to reach and impact more people. It’s a fair point. Money aside, if you only have one offer, and say it’s medium or high ticket, well, you can only convert a small segment of your audience.
If what you sell truly helps people improve their lives, Russell says you owe it to them to make, for example, lower ticket alternatives that can still add value. Then maybe over time those people will consider your higher end product.
Let me play devil’s advocate. Even though I agree with Russell on all the above points, one, I think it’s incredibly annoying to go through all these funnels.
Two, when I get hit with unexpected upsells, I instantly lose respect for the person I just bought from. And three, for the average business owner, who’s not named Russell Brunson, I think the more you got going on, the worse it’s gonna go. Most people can’t get one funnel to one offer to work; how could they possibly get three?