Essential Pre Marketing Funnel Secrets

Essential Pre Marketing Funnel Secrets by Funnel Marketing Consulting

Hey My Friend! 👋

So, quick question… Do either of these situations sound like you?

  • You’ve heard of sales funnels / marketing funnels. It seems to be the current “hot trend” for marketing your products / services online. It appears that everyone is either doing it, trying it, or talking about it. It seems like the perfect solution. So, you think… okay, let’s go ahead & build one {or are considering building one}… 


  • You’ve already spent a ton of time… money… energy… {frustration?!}… already building the “perfect” marketing funnel… 

Either way, you get to the same end… It’s done. It’s built. It’s ready to go… &…

…Now what?!… 


If You Build It, They Will Come 🎉 …. {right?!}

Hmmm… 😕

If you’re like most people, the next questions you’ll find yourself asking are… 

How do I market my {product, service, coaching program, online course, membership, book, mastermind, etc}?


How do I KNOW it will convert?

Sound familiar?! 🙂  If so, You’re Not Alone! 

{I have great news for you & a free checklist 📝 to grab, should you find this helpful!}

If you’ve felt frustrated in the past, just remember… We can’t change the past, but can make an educated decision about today, trust our gut, & move forward, right? Okay, so let’s decide & commit right now to do just that. Forgive ourselves for any {potential} frustration, overwhelm, etc, take a long deep breath & learn what is Essential to have in place BEFORE you build your 1st or next marketing funnel. 

{How many people do we all know that NEED to know this?! Be the hero & share this post! 💝}

Fair enough?

After all, Everything Has Perfect Timing & I believe we’re connecting for a reason.

Essential Pre Marketing Funnel Secrets: Breakdown 

When you say, “How Do I Market {product, service, coaching program, online course, book, mastermind, etc}?”, what you’re really saying is, “How can I get lots of the RIGHT people to see this {& provide an opportunity to say yes}?”

Otherwise known as Traffic Strategy. {💡?!}

When you say, How do I KNOW it will convert?, what you’re really saying is, “How can I assure that the words I use in my copy are the exact ones that will magnetically attract my dream client?”

Otherwise known as Messaging & Dream Client Clarity. {💡?!}

Does this resonate & make sense to you?

Yup, me, too!

It’s about knowing the right questions to ask & breaking down the actual meaning, so you can take targeted action. I’m not sure about you, but for me, these make SO Much More Sense!

Okay, so I just gave away the answer, but let’s connect the dots for you a bit more & dive into deeper detail, shall we?

Essential Pre Marketing Funnel Secrets: 3 Things to Nail BEFORE You Build Your Marketing Funnel

  1. Messaging ~ both for you / your company + your product / service
  2. Dream Client ~ define / develop with diamond clarity
  3. Traffic Strategy ~ how will your dream client find you

Before I go into more detail on each, I want to first connect the dots about WHY these are so critical to have nailed BEFORE you build your marketing funnel. Some may be obvious & some perhaps not so {let me know either way what you think in the comments below!}.

Essential Pre Marketing Funnel Secrets: WHY Are These Important?

  1. The #1 reason why a marketing funnel does NOT convert well has nothing to do with the tech. Has nothing to do with a beautiful design {seriously!}…or the color of a button. Has nothing to do with the sequence. According to Russell Brunson, the founder of ClickFunnels, It has everything to do with the messaging! If you haven’t nailed your messaging, you’re wasting your time.
  2. If you don’t know who you’re “talking to” or it’s too vague / broad, you won’t convert. Yes, this also falls into the messaging, but if your dream client is not defined / developed with diamond clarity, you run the risk of attracting the wrong type of client. Great intention. Poor result. {Exactly like my U.K. client who hired me to help her nail her messaging. She has a YouTube Channel with 350k subscribers, which “looks” good from the outside, but converting to her fitness coaching programs is challenging. So now it’s time to be deliberate about who she’s attracting, as right now, they’re all over the place!} Waste of time, energy, money, momentum, etc. 
  3. Traffic. Traffic. Traffic. Most people get this wrong. {Not their fault. I believe online marketing strategy is not taught correctly by most} Guess what? If you build it, they will NOT come… automatically. They need to know you’re there & be guided in the right direction. If you haven’t factored in what your traffic strategy is, then it’s a waste of time to build a marketing funnel {or a website, or an online course, or a coaching program, or a book, or a membership, or…. You get the point}. This may sound harsh, but think about it. Most of us can TOTALLY relate to this one & is completely counterintuitive to what’s being taught by most online marketers today. The push is to build marketing funnels. Sure. For the right business. At the right time. Once the right foundational pieces are in place, Yup, it can be a wonderful, life changing tool. Afterall…

a Marketing Funnel is a Map, not a Road! {💡?!}

Crystal with Funnel Marketing Consulting

And… without a traffic strategy, yup, you guessed it, we’re all just wasting our time… money… energy… & forward momentum. I don’t know about you, but I for one am always looking to conserve my energy {especially as a Highly Sensitive Leader!}.

What do you think so far? Does this make sense? Do you find this valuable? I’d LOVE to hear your #1 take away or AHa! Comment below! 👇

Yay, time for the good stuff! Let’s dive a bit deeper into each of the 3 Essentials to gain a clearer understanding. 

Essential Pre Marketing Funnel Secrets: Secret #1 ~ Nail Your Messaging BEFORE You Build Your Marketing Funnel

Messaging. There are 2 types of messaging that are essential.

  1. For you / your company &
  2. For your product or service

Okay, so what do I mean by this?

For your product or service, there are very specific messaging words, phrases, & explanations that will represent not only the benefits, but the outcome or result someone will receive by using / participating, the #1 reason they will say Yes, the common objections, FAQs, & misconceptions surrounding it, etc. Once all of these are nailed, the copy practically writes itself {for more specifics, grab my free checklist 📝!}.

For you & your company, there are a couple of critical points I’d love to share. First, I believe that You Have No Competition. 

Yup, really.


Because there is no one else like you.

You Are Your Competitive Advantage.

Crystal with Funnel Marketing Consulting

Your personality. Your skills. Your experiences. Your vulnerabilities. Your stories. Your perceptions. Your Core Values. The things that you take a Stand for. Your Deep WHY. Your Origin Story. Etc. {I LOOOOOVE this stuff & believe so strongly in it being a critical piece to magnetically & authentically attract your dream client}.

Second, in the 5 phases of a launch, the 1st phase is Connection. Whenever we begin marketing ourselves, our products, our services etc online, we usually start with cold traffic 😨. Regardless of the “temperature” of your traffic, your 1st objective isn’t to sell something. It’s to make a Connection 💜. Period. Once you connect, then you can go from there.

Sooo… when we discuss nailing your messaging, it includes natural connection & awareness content pieces that seamlessly can be used in any of your current & future marketing campaigns, be them 1 time or evergreen. The human experience & process doesn’t change. If you skip this part, you’re likely to not connect & convert the way you KNOW you could & should.

Essential Pre Marketing Funnel Secrets: Secret #2 ~ Define / Develop your DREAM CLIENT with diamond clarity Before You Build Your Marketing Funnel

Dream Client. First, what do I mean by Dream Client 🌠? & what’s the difference between a Dream Client & an Ideal Client {that most of the “marketing” world uses}? Great question!

Simple: We Attract What We Focus On. 📷

At the end of the day, I’d rather speak directly to my dream client & have others pulled along too, than consistently attract those that would be an average fit.

Imagine the most perfect, fun to work with, energizing type of client who would benefit from your products / services & become a raving fan, too.

In addition to the marketing generals like demographics, I believe it’s important to take a few more things into account.

Here’s a quick sample

~ temperament 

~ hobbies

~ interests

~ those who See Your Value & payment is No Problem {am I right?!]

~ coachable

~ open to YOUR process & willing to trust it

Does this make sense to you? This really represents what makes up the ultimate dream client for you

Will you always get your Dream Client? Nope, but when they see that you’re talking to them AND they’re in the right situation to say yes, then saying yes will just flow. There is no struggle. No hard work. Just, Yes, Of Course I’ll Work With You!

If a better checklist would be helpful, grab your copy here.

Essential Pre Marketing Funnel Secrets: Secret #3 ~ Nail Your TRAFFIC STRATEGY Before You Build Your Marketing Funnel

Traffic Strategy. This is hands down THE most important one of them all. With the Messaging & everything about your Dream Client identified, you’d still be dead in the water, so to speak without a traffic strategy. You need to know where people are & how to guide them to the start of your marketing funnel before anyone will see it.

To some, “traffic” may sound vague, so let’s break this down a bit further. Your Dream Client definitely hangs out online… it’s just a matter of where.

There are plenty of sources that already have lots of people there, so all we’re doing is diverting some to your landing page or the first part of your funnel {think “Off Ramp!”}. Once a min of 100 people see the beginning of your funnel {assuming we have analytics}, we can begin to consider conversion & analyze the rest to see if any other adjustments will want to be made as we go {always the case!}.  But again, 1st comes the traffic, then we can continue to analyze & improve the funnel.

The idea is to convert this traffic that you Don’t own into traffic that you DO own, meaning adding to your email marketing list. YOU own your email list. As social media algorithms change, you don’t have control. As search engine algorithms changes, you don’t have control.

The idea is to eventually test & figure out a way {or multiple} to consistently drive traffic to the beginning of your funnel, provide them with something they deem valuable, they’ll opt~in… and boom,…now you Own this traffic!

Once they’re on your email list, you can authentically nurture that relationship and offer various ways to help them solve their challenges & reach their goals via your awesome products & services. Make sense?

The great news is that after doing the critical foundational messaging & dream client development work, you’ll be laser focused already & your chances increase exponentially to keep the RIGHT people around as a result. This is just part of the fun!

Does this make sense to you?

Essential Pre Marketing Funnel Secrets: Summary

The 3 Things that Need to be Nailed Before Building a Marketing Funnel are…

  1. Messaging ~ for you / your company + your product / service
  2. Dream Client ~ define / develop with diamond clarity
  3. Traffic Strategy ~ where will you divert people from & point them to the start of your marketing funnel


Because without any 1 of these {& For Sure Traffic!}, it doesn’t matter WHAT kind / type of funnel you use, or how pretty it is, or the kind of cool tech it has {bonus bump, countdown clock etc}, or how much time, money, & energy went into it,… your chances of the success you want & deserve are very low.

So whether you’re considering a marketing funnel for your business or have already created one, make sure you share this post with others and your team to gain the understanding & knowledge of what’s REALLY needed to succeed!

Would you LOVE more specifics? ~> How about a checklist of exact things to consider in each of the above 3 categories? Grab yours here!

At the end of the day, it’s all about getting your work out to more people, having the heartfelt impact that you KNOW you can & are driven to make, AND creating a #SustainableLifestyle for yourself. {YES!}

I believe that Everything Has Perfect Timing {we’re connecting now for a reason!} & that Creating a Real Tangible #PositiveImpact Matters.

I Dream of Empowering 1000 Highly Sensitive Leaders to…

~ increase their Impact to…

~ decrease stress…

~ increase fulfillment, so they can…

~ be present with their families… so they know…

~ they’re worthy to be themselves.

What is your subconscious driver? #Powerful!

THAT’s #AuthenticMarketing!

Let’s rock our #PositiveImpact,

~Crystal 🙂

Crystal Kumpula with Funnel Marketing Consulting

P.S. If you haven’t already, Grab your Free Checklist to learn specifically what to consider when developing your Messaging, Dream Client, & Traffic Strategy. This is essential to setting you up for the best possible success when you do finally pull the trigger to make your marketing funnel live!. Let’s Do This! 🙂

P.P.S. Ready for some 1:1 help? I have a Buy 3, Get 1 Free mix & match Coaching / Consulting package special. Click here & scroll down to Learn More.

How do I finally get my book written & launched on Amazon, so I can educate others {& other cool benefits}? Shawn Needham RPh Case Study

Shawn has been {& still is!} a true Dream Client to work with. I had NO Idea he was going to do this, but below he’s talking to the Free Market Medical Association about his attempt at writing his book himself. He realized that his strengths do not lie in bookwriting, so started the process to vet, then hire, & work with me on his {now Live on Amazon!} book.

I have the video starting at 6:40. At around 8:35 feel free to jump to about 9:57 & watch until 11:37 {or as much as you’re interested in!}.

Shawn Speaking to the Free Market Medical Association about hiring / working with Crystal! 🙂

How Do I Finally Get My Book Written? ~ Shawn’s Backstory

Here was Shawn’s situation when we first connected…

  • Shawn & his wife Janet are both successful professionals with their own business {cash only compounding pharmacy out of Moses Lake, Washington}
  • Shawn has been aware of serious challenges in his industry for the past 20 years, and has had the seed planted for quite some time to write a book with the sole purpose to educate the average American that there’s a better way.
  • The time was finally right to take action & make this happen!
  • He started compiling notes etc, and sat down to start writing the book himself & became frustrated & overwhelmed
  • He gave what he thought was a good start to an editor & was told this isn’t a book, this is notes {basically}
  • He tried hiring someone else to help him & it turned out that this person wasn’t 100% on board with his vision
  • Shawn reached out to me. He told me straight up… “This isn’t about the money, but about educating others.”
  • We chatted. We connected. The rest is history…

How Do I Finally Get My Book Written ~ Crystal’s Backstory

So, when I had a conversation with Shawn’s twin brother, Shane, about the possibility of someday writing his book, he asked me about my background & experience with writing.

I laughed.

I’m pretty sure he was confused. 🙂

Here’s the deal… Shawn reached out to me and asked to have a conversation about the possibility of writing his book. I was flabbergasted, honoured, totally intrigued, but most importantly, completely feeling the tug forward, to continue being open to the possibility, despite the fact that…

I Had Never Written A Book Before.

Yup, seriously!

I was 100% transparent & honest with Shawn about that fact.

Yes, I loved my own process of writing.

Yes, I naturally & effortlessly put myself in the shoes & hearts of others as an empath and Highly Sensitive Person.

Yes, I have a marketing lens.

Yes, some of my Kolbe strengths revolve around organization, planning, & structure.

Yes {after many, many questions}, I was 100% on board with Shawn’s perspectives {afterall, I have personal and family experiences, too, so what he was saying & WHY was resonating}.

Yes, I have experience working with other Speakers, Authors, & Coaches.

At the end of the day, we both said Yes.

Yes, to trust our guts and take a chance… because it felt right to both of us… despite me shaking my head!

Even as I write all of this, I’m still chuckling to myself… Did This Really Happen? Yup, I ghostwrote a book. Yes it was a lot of work {Shawn’s required some tedious research & planning}, but also was a blast of a project to work on {because of how awesome Shawn is & is to work with}, despite it still being a surreal experience!

What’s the Overall Book Writing Process?

Great question! I’m not sure how much research your book would require, but Shawn’s required a decent amount. Keep in mind that every ghostwriting project will be as unique as you are! Given his busy schedule, his personality, and the technical nature of the content, here’s the process I used for Shawn’s book…

  • Video Interview ~ I set up a video call, recorded it, and asked Shawn a series of questions to both help me wrap by brain around the project and see how the chapters would flow
  • Outline ~ put together the chapter outline based on a marketing story flow
  • Most Challenging / Crux Chapter 1st ~ in this case it was chapter 3. My instinct said that from here the rest of the book would flow & it did.
  • Big Subpoints ~ from the interview, from other random notes sent, & from further research, {documenting sources & adding to a Master Notes Google doc along the way} the big subpoints to Ch 3 were recommended
  • Collaboration ~ whether via video, phone, or email, we made sure we were on the same page. This also included helping Shawn uncover personal stories that coincided with the chapters. Shawn did voice recordings of each. I took & documented, then decided where to best use them. Once the big subpoints were approved, next came…
  • Detail Bullets ~ from the interview, provided research, & additional research, I filled in the detail bullets under the major subpoints
  • Chapter Draft! ~ once approved, I dove into writing. I asked questions along the way, provided weekly updates, & when the chapter draft was ready for review, the shared Google doc link was sent to Shawn {we have a shared folder on my Drive for easy collaboration}.
  • Other Chapters ~ followed the same process of subpoints, detail bullets, writing, & review

What Did Shawn Think of My Work during the Writing Process?

After submitting just the chapter outlines to Shawn, not only did he love them, he sent me this…

“BTW, my twin brother is writing a book. Is it okay to give him your name?”

After I submitted the entire Chapter 3 to him to review {1st, most challenging, & most critical to get right chapter}, here’s his response…

“I love this Crystal. You are amazing. Thank you so much. It’s like I was writing it!!!”

Here’s another after a couple more chapter reviews were submitted…

“These are all good Crystal. You impress me. Thank you.”

Working with Shawn during this process both worked… and was very rewarding! I was, & am, very grateful we both said yes, trusted our guts, & moved forward with this project.

What were some fun extras I helped Shawn with alongside the book writing process?

In addition to the book planning, organization, research, & writing, I helped Shawn with a few fun~for~me extras…

Oh, ya, & let’s not forget that he & his wife Janet decided to start a live radio show & wanted to convert it into a podcast, too! It’s called Health Solutions with Shawn & Janet Needham.

They’re live pretty much every Monday {Tues when the studio is closed} on KBSN am 1470 at 1p PST / 4p EST.

Live stream is via KBSN, Shawn’s personal FB account, & their Pharmacy’s YouTube channel during the live radio show slot.

The live video is then converted to a podcast & can also be found on…

So, Shawn also has me managing & doing some implementation work for this process.

So Fun {who knew?!}

The Amazon Launch

This was ridiculously fun, despite it being a lot of work, organization, planning, & coordinating. I’ll spare the full details, but here are the highlights…

The Official Amazon Public Book Launch was 27 Dec 2019, despite the book technically being live & available for purchase earlier.

26 Dec 10:52a, Shawn’s book hit #1 status in more than 1 category & was at a sales rank of 6,801 in the Free Kindle Store
ended the 26th at rank 3,164 in the Free Kindle Store & added more #1 bestselling categories

As of 27 Dec at 4:50p CST, Shawn’s book officially hit #1 status in ALL 9 subcategories that I selected!!!

On 28 Dec {last day of free}, Shawn’s book ended up at rank #99 in ALL of the Free Kindle Store books. This was amazing!!!

on 29 Dec, we switched over to the Paid Kindle Store & reached a sales rank of 29,878

29 Dec, 9:23a CST, we hit #1 New Release in the Free Enterprise subcategory!
on 31 Dec, 7:16a CST, we hit #1 Best Seller in the Health Fitness & Dieting subcategory of Reference

Also on 31 Dec, 7:45a CST, we hit #1 New Release book status in 6 out of 10 subcategories & #2 or #3 New Release in 3 more!

31 Dec at 1:10p CST, Shawn’s book earned the official #1 New Release badge from Amazon
on 2 Jan 4:43p CST, Shawn’s book received the official Best Seller badge from Amazon!

Shawn’s book hit #1 Best Seller in 3 categories & #2 in another & on 2 Jan hit sales rank of 9,899.

The Amazon Launch ~ Shawn’s Feedback

The entire process & experience was amazing! Check out Shawn’s feedback to me after I gave him a status update…

“This is all great news. Thank you so much for doing this. The details you did to accomplish this was way above my head.”

And this was at the end of the same email to me…

“You do an awesome job.!! Thank you for helping me live the dream.”

Wow, what an awesome Dream Client to work with, right?

Other Cool Benefits

When we started this project, Shawn’s singular goal was to educate American Families on how the Free Market works successfully in the Health Care industry… #ThinkOutsideTheSystem… so they can benefit both financially & emotionally {if you’ve had negative experiences with our traditional health care system, you’ll understand!}, because #OptimalHealthMatters.

We’re still in the beginning phases of the after effects of becoming an author for Shawn, but he’s already been invited to…

  • tour The Surgery Center of Oklahoma
  • speak at the Free Market Medical Association {above video}
  • interview Anthony Welti, who’s running for Insurance Commissioner in Washington
  • talk to a former Congressman who spent countless years trying to change the system from within
  • interview other health care providers who operate very successfully on a no insurance, cash only basis
  • schedule both authors & businessmen, Robb Wolf of Wired to Eat &
  • Dr Shawn Baker of The Carnivore Diet and Meat RX to his live radio show & podcast
  • be interviewed by the Columbia Basin Herald
  • more…

… and Shawn’s book hasn’t even been available for a month yet!

In Shawn’s words… “We’re just getting started!”

Shawn’s current focus is on personal introductions to large groups, associations, free market in healthcare think tanks, healthcare entrepreneur groups, philanthropists who are either interested in helping everyday Americans achieve optimal health affordably, or have large audiences who might be interested in his message.

Guys like Dinesh D’Souza, Ben Shapiro, Dave Ramsey...

Organizations like… Hillsdale College,

Outlets like… the Wall Street Journal, Fox News, MSNBC, etc…

Are You Feeling The Pull, too?

If you’ve tried to write your book by yourself, but were left frustrated and overwhelmed….

If you’re content with what you’ve achieved in your career, but still feel in your gut there’s a missing piece…

If you care more about getting the education out on a topic your unique experience, background, and viewpoint provides to impact others vs a focus on the money…

If you feel the pull in your gut that now is the time to take 1 step forward, even if you don’t feel like you have all the answers to HOW yet…

The I’d like to invite you to a 1:1 conversation with me.

I’ve created a Private Conversation Link, not public on my scheduler. that even includes ballpark monthly retainer pricing.

If this is your year, let’s at least have a conversation. At worst, you’ll walk away with not only a wonderful, productive conversation, but a better idea on what you’re looking for & not looking for in a ghostwriting partner.

I believe that you’re reading this for a reason. I See You.

Let’s Connect.

Who would you be at your most powerful; a 10?

Powerful Funnel_Marketing_Consulting

I remember very vividly this day… this experience… where I sat in the room… the shape of the table… the brightness of the lights… the people immediately around me… some known… some not.

I remember being unsure about what this speaker would have us do… but open to give it a try.

She was up on stage. I, at a round table, at an event in Detroit when I worked with another company.

She had us close our eyes.

She took us through a series of exercises to clear & quiet our minds, then go deep within ourselves.

At the end, she said, “Okay, now picture yourself at your most powerful. A 10.” then was silent to let us process & let the picture pop up in our minds.

When I opened my eyes, I had tears {I do now as I’m writing & reliving this!}. What did I see?

I saw myself at a podium… speaking to a group {room?} of Highly Sensitive People. It was a community of sorts or an event.

This was so powerful that it scared me. It also saddened me because in that moment in time, I received confirmation that I was not on the right path.

This experience has been in the back of my mind since about 2016, but I haven’t actively moved towards this vision for lack of knowing how it fits into the bigger picture of my career.

I’m giddy. I’m excited. I’m grounded. I’m calm. I’m confident that I’m starting to see the bigger picture. I & my business have been shifting within the last 6 months & there are bigger & different things ahead for us {stay tuned!}

I’m now clear that I’m deeply passionate about helping, encouraging, uplifting, & supporting fellow highly sensitive leaders to be worthy to be themselves, to have & use their own unique, authentic voices, to be truly seen & heard, so they can have the impact they crave.

What this looks like & what this means is still unfolding.

I will let you in on a sneak peek, though. I’ve started to write my 1st book & am over the moon excited about it!

I can’t wait to share it with you!

So now it’s my turn to ask you…

Who would you be at your most powerful; a 10?

I See YOU, my friend! Let’s do this…

Lots of Love,
~Crystal 🙂