Most experts don't fail online because their expertise isn't good enough. They fail because they do things in the wrong order.
They buy ads before the offer is proven. They build a funnel before they know what they're selling. They hire a copywriter, a designer and a media buyer who have never spoken to each other.
After more than 2,000 funnels and $500M+ generated for clients, partners and our own brands, we've found that every successful launch follows the same three phases, in the same order. We call it the Perfect Funnel System.
Phase 1: Design
You wouldn't walk into the woods without a map. Phase 1 is the map.
In the Design phase we work out the strategy behind your 7 to 8 figure expert brand:
- Your offers. What you sell, from your front-end offer to your high-ticket program, arranged into a value ladder.
- Your funnels. How you sell each offer, and which funnel you need first.
- Your acquisition strategy. Where your ideal customers are, and how you'll reach them.
It all happens on a Funnel Day: a full working day to reverse-engineer your goal into a plan. By the end you know your customer's lifetime value, what you can afford to spend to acquire a customer, and exactly what needs to be built.
Just as every person has their own fingerprint, your offers and funnels should be unique to you. There are too many copycats online. The Design phase is where you stop looking like everyone else.
Phase 2: Build
Once the plan is set, we build every asset it calls for:
- Your brand and messaging
- Your offers and course structure
- Your funnels, pages and order flows
- Sales copy, video scripts and video production
- High-ticket sales scripts and sales team training
- Email and SMS follow-up
Each of those roles is a specialty. The difference between a funnel that converts at 25% and one that converts at 45% can be the difference between losing money on ads and getting 3, 4 or even 10 times your ad spend back.
That's why our team of 30 is organized by discipline, with each critical role held by someone who has at least ten years of results in it. You stay in your lane, creating content and serving clients. We build the system around you.
Phase 3: Launch & Scale
Launch is the exciting part. Ads go live, emails fire and leads start coming in.
We start small and scale strategically. A webinar launch might begin with $5,000 in ad spend to prove the funnel and the offer convert. Once they do, it makes sense to go bigger: $50K, $100K or more.
From there, it's daily work. A dedicated team tracks results, refreshes creative, sharpens copy and manages the ad accounts. We kill the losers and scale the winners. We call it Kaizen: constant and never-ending improvement.
Why the order matters
Strategy first. Then execution. Then scale.
Skip Design and you build the wrong things. Skip Build and you launch with assets that don't convert. Skip straight to scaling and you pour ad money into a funnel that leaks.
When the phases happen in order, each one makes the next one cheaper and faster. That's how our clients have gone from zero to Two Comma Club, and how Cashflow Tactics went from $125K in the hole to more than $100M as a brand.
Where to start
If you want to learn the system yourself, start with our free guide, The 7 Biggest Mistakes Entrepreneurs Make, and our books and playbooks.
If you want our team to design, build and launch it with you or for you, apply for a free strategy session. We'll show you which phase you're in and what it would take to get to the next one.
Results may vary and are not typical. Figures in this post reflect specific clients and businesses and depend on each person’s offer, market, effort and many other factors.
