Funnels are fun.
But only when the damn things are actually making you money.
Under normal conditions everything’s supposed to flow like a well maintained pipeline…
Then you one day you hit a snag and there’s a huge ass plug stopping the flow of traffic from one part to the next… and your funnel is leaking moolah as you’re sitting there watching your ad spend fall into the shitter with no return in investment…
And the only option is to crap yourself brown because you’re out of business if you can’t get this shit making money FAST…
While your funnel guy is busy running around trying to figure out what the hell is going one and praying to whoever is listening up there for help.
There comes a time in every funnel owner’s life when their funnel is not performing up to scratch… and they can’t put their finger on it.
Perhaps your ads cost has ballooned.
Or maybe your clicks have sunken so low you need to dig underground to read them.
… or perhaps your kid hid the remote.
Either way, there’s a hunk of shit clogging you funnel and you can’t flush your traffic through it because it’ll end up flooding everywhere and you’ll be losing money… fast too!
Solving these issues is like fixing a clogged plumbing system. Case in point my plumbing system started acting up about a year ago.
Each time it seemed blocked we had a guy we knew come and try removing whatever could be blocking it.
And each time he’d come and extract the culprit.
The general idea here, was “the toilet is blocked… let’s unblock it”.
However this problem kept coming back over and over and over again!
It was becoming a pain in the ass!
We even got a professional “plumber” to try “looking” into the problem and his solution was not different from the last. Just poke into the pipes and remove what was stopping the flow.
Unfortunately this didn’t work and we were still left with a plumbing system you’d expect to see in a horror movie.
Eventually we just got a professional plumber to look at the whole mess. And by professional, I mean this dude basically services the plumbing for the major restaurants I eat at.
This guy had the credentials.
And the first thing he did when he arrived showed a completely different approach to solving the problem.
Instead of just focusing on the symptom of the problem and trying to unblock the toilet like the other guys were doing…
This guy then asked:
“Why the fuck does the toilet keep getting blocked in the first place. The toilet getting blocked is not the problem. It’s a sign that there’s something very wrong with your whole plumbing system.”
… so instead of trying to unblock the pipes…
This guy simply dug up where the whole plumbing system flowed through and he manually looked at the pipes to see what the problem was. And would you fucking know it aparently our main sewage line was shattered underground from the weight of the soil.
The last guy we had to install it used a crappy pipe which broke after a couple of years so soil was pouring into the sewage line and blocking the gunk from flowing. Yet that’s just the tip of the iceberg.
The sewage line was also laid next to the line which brings in water into our faucets… and that pipe was also damaged at the same spot where they sewage line was broken and leaking into the soil.
I’ll let you add 1 and 1 together for that one… but the moral of the story is this:
It’s real easy to get caught up trying to fix the symptoms and signs of a badly performing funnel.
… when what you really should be going for is the cause of the bad performance.
Why is this happening?
What is the root cause?
What needs to be changed to remove what I’m seeing?
That right there is the difference between applying a band aid to a leaky funnel…
And welding that hole shut tight.
Focusing on symptoms is only a temporary measure. Focus on fixing the core underlying issue.
… Till the next wave of madness…