We’ve got the basics of our funnel in place.

Our tripwire should have got us close to breakeven. And our core offer takes us into profit. It’s looking good, chugging along.

Where we really crank it up though is with our premium offer. This is where the true power of the sales funnel comes into play.

Let’s get started:

Profit multiplier

The premium offer is where we can really make bank.

The reason for this is the customer trust we’ve built throughout the funnel.

Leads have come into our system, made purchases from us and (if you’ve delivered!) been happy with each of those purchases.

This builds up trust in us and our offers. And it’s a seamless process because they start with low cost, low time investment items and move up from there.

As this process continues you’ll have more and more people who are ready for your premium offer.

Premium offers are generally in the thousands of dollars rather than the tens and hundred of dollars we’ve been working at before.

We can only make sales at this level because of all the trust we’ve built up. If we’d have tried to go straight to a $2,000 sale with cold traffic there’s no way in hell we’d pull it off.

This part of the funnel is therefore where all the prior work come into play and we pull in real profits.

Service continuum

Generally I recommend your tripwire, core and upsales are all digital products.

They should be something you can sell with zero marginal cost. Selling one or selling a thousand of them should cost you the same.

This is not the case with physical products. The more you sell the more inventory, warehousing, shipping, customer service and returns cost you have. Selling 10,000 hats costs a lot more than selling 10 hats.

With digital goods this is not the case. Bar some minimal hosting costs the cost of selling 10,000 units is the same as selling 10.

What about services?

Services require time to deliver and time is cost. There’s always a cap to how much of a service you can provide - a capacity that is determined by your team size and systems.

Again digital products don’t have that limitation. There’s no time component to selling digital products. It’s instantaneous and automated.

Digital products are therefore perfect at the lower ends of your sales funnel - tripwire, core and upsells.

At the premium level though we can look at reduced scalability.

We can introduce physical goods and services. Because the higher pricing gives us the leeway to still profit and scale.

Personally I hate physical products as a business (I’ve tried a few and no thanks!) So my personal recommendation is to add service offerings in as your premium level! I’ll focus on services here but if you are comfortable with physical products then all power to you!

DIY -> DWY -> DFY

Generally as we move customers down a funnel we move from:

• Do it yourself (DIY)

• Done with you (DWY)

• Done for you (DFY)

Do it yourself is giving people a course, an eBook or some sort of resource which allows them to use your information to answer their problems.

Done with you in a bit more hands on. For example running workshops or a cohort where you walk people through how to solve their problems. It could also be coaching, mentoring or other hands-on services.

Done for you is literally taking the problem off their plate and sorting it out for them. They hire you and your team of experts to get it done.

For example let’s say you help small businesses with their Facebook adverts.

The customer problem is wanting to generate more sales using Facebook adverts but not having the technical know-how or skills to get it done. They’ve tried with Facebook ads before and lost money each time. They want to finally crack it.

Here’s a full funnel:

• Content on how to get started with Facebook adverts in your business.

• Lead magnet with the common mistakes businesses make when making their first Facebook advertising campaign.

• The tripwire is a “Set up your first successful campaign” set of videos for $20.

• The core offer is a “How to run 10x ROI Facebook Ads for your business” course for $200.

• The upsell is a $50 library of all your most successful ad creatives and copy for them to swipe.

• The DWY premium offer is a 30 day cohort where you take a group through setting up their first campaigns, done live with a group of 20 at a cost of $1000 each ($20,000 revenue)

• The DFY premium offer is taking on their Facebook ads as an agency, charging them 10% of spend with a minimum ad spend of $10,000/month (netting you $1000/month or $12k p.a. per client).

Notice the same problem is solved at each stage.

We just provide more and more additional help as we proceed - culminating in a high ticket agency offer.

Let’s work this out for your business using a prompt:

Help me generate premium offer ideas for my sales funnel.

My niche is [topic]
My audience is [describe audience]
Their core problem is [customer problem]

My lead magnet is [lead magnet details]
My tripwire offer is [tripwire details, including price]
My core offer is [tripwire details, including price]

Detail a range of premium offers
Suggest 3x DIY offers
3 x DWY (done with you) offers
3 x DFY (done for you) offers

Which increase in scarcity and price

This prompt will help you come up with ideas to plug into your funnel as premium offers.

For example I use the niche of helping business leaders to integrate AI, fed it some funnel details and got these DWY suggestions:

As well as these (even more premium) DFY suggestions:

Not sure how to launch these sort of high tickets items? Check my Playbook on cohort launches - the methodology is applicable to any high ticket launch.