Welcome back to another episode of One Funnel Away: Stories! Today, we’re talking about the difference between a campaign and a funnel. Many people assume that a strong launch simply consists of a well-formatted funnel. While a great funnel is important it is not the only thing you need.
A funnel is a sales process. I’m going to tell you a story of one of the greatest marketers ever to exist and what we can learn from his old school technique. The whole purpose of this episode is to understand that there is a drastic difference between having a funnel that’s done and a funnel that’s done that also makes money.
How P.T Barnum Used Campaigns
“Campaigns create the cash and funnels capture it”- Steve Larsen
In the 1800s, there was a brilliant marketer named P.T. Barnum. He was the second millionaire in America, and his entire career was centered around a museum he owned. His museum was filled with a lot of random items, and it was his goal to get as many people as possible to visit.
He was a part of the Figi mermaid hoax. Essentially, a Figi mermaid was the head of a monkey sewn onto the body of a fish. It was immediately brought to P.T Barnum for its peculiarity and because he was known for having this strange museum. He recognized this as a perfect opportunity to sell more tickets to his museum, so he focused on getting a hold of as many press outlets as possible.
He then created a buzz around the mermaid by hiring a fake doctor to help forge leaflets about this supposedly real mermaid. It quickly turned into him doing press circuits and offering exclusive coverage to a variety of different newspapers.
P.T Barnum created so much noise around this campaign to the point that everyone was talking about it. It was a huge success for him. My point in telling this story is to express what he went through to launch this funnel.
Cash Through Campaigns
“Campaigns and funnels are not the same thing” – Steve Larsen
If you want better results with your funnels, then take a close look at your campaigns. Are you implementing the tactics P.T Barnum used? Are you putting out leaflets and talking to influencers? The goal here is to make as much noise as you possibly can!
You have two places you make money as a marketer. It’s the campaigns and the message. Everything else can be outsourced! If you’re looking to make your next campaign successful, then check out One Funnel Away Challenge. I’m doing more coaching over there to help you make as much noise as possible!
“The reason why you’re broke is because no one knows you exist”- Steve Larsen
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"The Transcript Is Auto Generated And May Contain Spelling And Grammar Errors"
Steve Larsen 0:00
Offer plus message plus funnel pages does not equal revenue offer plus message plus funnel pages plus campaigns equals revenue. And you have two places that you make money as a marketer. It is the campaigns and it's the message. If you're like us, you've dreamt of building your own business empire, and the freedom it can bring you. But today, there's hidden traps on the path of entrepreneurship placed by Big brother and the big brands. So now we're forced to answer hard questions like, how do we grow a real company without taking on debt or giving away ownership? Or how can we get leads and buyers for our own products when there's so much competition with deep pockets? Finally, those questions are answered and 10s of thousands of people are taking the challenge to walk the new path of entrepreneurship. Follow this podcast while I asked about their shopping journey from failure to freedom. You can join them too at one funnel away, calm. I'm your host Steve Jay Larson and you're listening to one funnel away stories. Back in the 1800s PT Barnum was this brilliant marketer and if you ever seen the show the greatest showmen, the greatest showmen was about him and it was like circus and such. That actually was his retirement project. He was not this young struggling. He was really what he was the second millionaire in America. I saw like the movie, great job Hollywood like you, you really sold us on that that whole story and made us dive on into it. But his entire career was actually him with this museum. And this museum was this this collection of all this random stuff, and he would go and his entire job was to get people to come to his museum. So I'm going to tell you a story here. Please know the FTC would not enjoy the story. If you guys went and did this right now. He pulled some stuff off before they existed. You know what I mean? So this is called the Fiji mermaid hoax. A lot of you guys have heard this. And in the 1800s A Fiji mermaid was caught off the coast of Fiji. Oh my gosh, we found out right right off the coast of Fiji. so incredible. And they go and they say let's go show this to PT Barnum in New York. So They go it right they put on the ship obviously, and they bring it on over to PT Barnum and PT looks at this, Fiji mermaid. And goes, this looks like the top of a monkey sewed, or the bottom of monkeys go to the top of a fish or whatever. And he's like, Oh my gosh, that is that is the bottom of a fish so to the top of a monkey. So he looked at this thing and it's actually totally ugly. You can go see it on Wikipedia. So you see the actual thing look at the Fiji mermaid. This is a true story. Okay, and he started looking at this as an opportunity to sell more tickets into his museum. So what he did is he was famous for pulling hoaxes as he called them pulling jokes on the public. So what he did is he went and he he had his associate who was posing as a doctor leak letters to the press from various locations around you know, around the world, and just all over the place. And so the press starts picking up news about this mermaid that's been caught off the coast to Fiji. Oh my gosh, oh my gosh. Next, PT Barnum had this associate go over to Philadelphia. You remember the 1800s not a lot of laws around this right? But he goes into those the Philadelphia this fake doctor checks into hotel and says Oh, thank you so much landlord person for letting me stay in this hotel. I appreciate it as a thank you to you. Let me show you this Fiji mermaid and the landlord's like, Oh my gosh, yes shows him and the landlord goes, can I invite some of my friends over? Now PT Barnum had done his homework. He knew that the land was friends with a lot of editors. And so this landlord starts bringing in all these editors to show as a thank you to all them also this Fiji mermaid. So in New York buzz has started they leaked letters to the press in Philadelphia right few miles down the road right now they're also going in and they are they've created the buzz around the fact that oh my gosh, there's this thing now while his stick with me again. Now while this associate was over in Philadelphia, PT Barnum was still in New York, and he was still heavy at work. And what he did is he dropped 10,000 pieces of paper. 10,000 leaflets literally throughout New York City 10,000 of them and it said coming soon to my Museum The Fiji mermaid only available at this very specific date, time and location. It's coming soon Here it comes. And he starts building up even more buzz, fake friend Dr. returns from Philadelphia and right before they're about to go release and show the public this Fiji mermaid. PT Barnum does one final move. He goes to the first company, the first press first newspaper and says hey, I'm gonna give you exclusive coverage on the Fiji mermaid at my Museum, they're like oh my gosh, that's so crazy. Don't do this part but then he went to all of the newspaper companies. He would do every single press and boo boo boo boo boo told every single one of them they would get exclusive coverage. Now the day of the actual unveiling shows up and he goes and all or every newspaper shows up and not wanting to be the one that doesn't cover it.
They all cover it and 10,000 leaflets and stuff. New York City and people in Philadelphia talking about her but he created so much buzz for the specific date, time and location for people just walk in this museum. It was this massive screaming smashing success is one of the first big moves he did inside of his beginning of his career. Okay, now, what can we learn about the patterns of these old school dead marketers and what they went through in order to make their stuff be successful? Compared to now? Now, please understand that I am not saying to go do those things, right. He clearly broke the law. All right, the guy it was it was but anyway, and actually, frankly, a lot of this stuff was not lost. I was probably created because of that. Right? But he went in and he was anyway, the point I'm trying to say here is compare what you did to launch a funnel with that, right? Don't go Why be ethical, be moral, tell the truth. Okay, but just understand what he went through in order to make his funnel, right, which is just a store it was this museum, like physical brick and mortar quite successful. Think about all the mini micro events he created and all the pressures he built up and all the distribution channels he started putting together. My friends, the title of this episode we've created today for you is called campaigns versus funnels, they are not the same thing. And I want you to see is that a funnel? Right? a funnel is a message and an offer. Now, did PT Barnum have a message and an offer prior? Yeah. And what is the funnel? What's the delivery of those things? He had an actual physical Museum, when you walk in, you say here are my monies for you to walk in and see your actual I think it was five cents or something like that. That was the admission, something like that. And that's still a funnel. That's not a new funnel or not a new concept. funnel, another word for funnel sales process, right? sales process. What's the process that you take somebody through while they're purchasing that's a funnel. Again, the fact we put it online in the series of pages, that's a method and it's been around for a long time, right? The concept of a funnel itself. Okay, so what's your sales process? Now he already had a sales process before doing all this stuff. How did he fuel it? And this is the biggest difference between those who make a lot of cash and those who don't as marketers, campaigns. A campaign is not a Facebook ad. We run Facebook ads, I don't run a lot of them. I'm not saying to or not or whatever. Right? It's based on but what I am saying is that I don't throw all chips inside of the Facebook ads or other paid ad hat. It's not the only way to have a campaign. And so again, look back like Oh, man, have you been talking to influencers? Have you been getting in front of the press or the equivalent of Have you been dropping leaflets all over in front of your dream target market? Have you looked to see what PT Barnum was doing in order to gain that kind of sales noise? Okay, sales noise. Now, I'm not saying the world's already really noisy every time I say this, someone else gets a little bit butthurt and they're like, Oh my gosh, sales noise the world Already noisy enough I'm like, yeah this but the reason why you're broke is because no one knows you exist still like you have to go make sales noise get attention. So the whole purpose and point of this episode you guys is to understand it's split in your mind that there is a drastic difference between having a funnel that's done and a funnel that's done that makes money offer plus message plus funnel pages does not equal revenue offer plus message plus funnel pages plus campaigns equals revenue. And you have two places that you make money as a marketer it is the campaigns and it's the message that's it. Most everything else you can outsource I really don't build my own funnels anymore and I haven't for like a year and a half. Okay, why? Because I can outsource that. What do I not outsource messaging in campaigns those two pieces right there are where the chatter gets created my friends, so guys hopefully enjoy the episode The day again please let me know if you have any questions below on the episode or this concept at all. But But understanding the split between those two very key, right and other way to think about it is campaigns create the cash funnels capture it. campaigns create the noise in the direction of the funnel. The funnel is like catcher's mitt, just capturing the effects of your marketing, but it's not marketing itself. Right and so and in its entirety. So anyway, hopefully guys enjoyed this. Hope you guys liked this episode again. And please again, let me know if you have questions or comments or concerns down below. We do see them we will read them. And I'd love to know what your favorite parts has been. If you're trying to build your funnel for the first time and create the first versions of campaigns and get your feet wet and start doing this game. Go FA signup, calm, you'll take the one funnel way challenge. I'm one of the coaches in there. And in 30 days, it helps you get your message your offer your funnel and traffic in your direction towards the offers you've created. Guys, thanks so much for being here, right?
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