Want new customers — from cold traffic?
Your FIRST stop when someone subscribes to your list should be a “welcome mat” funnel.
You probably heard of these as “tripwire” funnels. But that’s a bad name. I mean, who wants to be booby-trapped, as a customer? It’s a shady expression that lowers trust… That’s why it’s much better to have the welcome mat laid out for their arrival!
So Why a Welcome Mat Funnel?
Here’s the thing…
If someone is BRAND NEW to doing business with you…
They don’t know you yet…
And they definitely don’t like or trust you… yet.
So it’s your responsibility to start the customer relationship in a way that builds KLT (knowing, liking, and trusting)…
You need to do this in a way that can also be profitable at scale, covering your traffic costs.
In other words…
You need to find a way to get them to spend money ASAP…
And you need to do it in a way that they still feel comfortable purchasing when they don’t really know you yet.
(On the other hand, the longer you leave potential customers sitting on the fence and not moving forward through their customer cycle… the harder it gets to engage them again. In other words, you lost your window and now you’re paying for their inactivity.)
What’s the Welcome Mat?
The welcome mat is your sweet spot between having a comfortable first-purchaser and covering your costs of traffic.
It’s a low-priced, low-ticket offer…
An introduction to your business and what you do…
But DOES NOT replace your core offer.
Instead, it’s a step on the journey to becoming a full customer, a Whale customer.
Your best customers will want to buy this low-priced, low-ticket offer… and THEN they will want to know what else you have to offer.
The key is: once you adapt the welcome mat to your biz, it works…
This works across markets, across industries, and across product categories.
And when you get the principles and strategies right, you can design a funnel that brings your best customers in…
Spending money with you for the first time… and ready to buy more.
Why’re Welcome Mats Important?
If you do this right, you’re making good sales on the front end, in customer acquisition, from day one.
Done right, these welcome mat funnels are often profitable enough to scale up paid traffic.
But the thing is, that first transaction is just the beginning.
Because you’re bringing in BUYERS.
And any good marketer knows a list of
BUYERS is far more valuable than a list of LEADS.
Once someone has proven they will pay for an offer in a market, it’s highly likely they’ll be interested in investing far more.
As they say, “A buyer is a buyer is a buyer is a buyer.”
And all these leads you bring in are buyers who will be open and interested in your next offer, and your next, and your next…
Making your business even more profitable.
I’ll give you some examples from across product categories…
And I’ll even suggest some proven optimizations to make more revenue and profit from every click and prospect you send into your funnel.
Sounds good?
y’all coming for supper or what?
Katja Mokotar
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Katja Mokotar is a professional email Copywriter. She creates email strategies for CPG eCommerce that generate new & repeat customers… and can often be scaled to $1M and beyond.