The Sales Funnel that Sorta Worked

by Connie Cermak | Sep 10, 2025 | Content Marketing, Funnel Marketing

The Truth About Online Sales Funnels: Hype, Hope, and Smart Decisions

One of those “life-changing” online coaching offers landed in my inbox this morning. Typically, I hit delete before I make it to the third sentence. But this one, despite the flashing promises and typical sales funnel hype caught my eye. So I kept reading.

For a mere $7, I could earn an online coaching certificate! Serious red flag. I continued reading. And when I’m done, I do two things: I put the entire email into AI to determine the legitimacy of the person who sent it (not the course. That came later). And low and behold… the coaching coach is totally legit! Next, I ask AI to review the certification. The results – what I thought: the certification isn’t recognized by an overarching certification counsel. It’s just a piece of paper backed by his name – which, again, is legit.

Now, even more curious, I decided that for $7, I could dip my toes! I mean, why not? The email was good. Really good. Let’s talk about what made his email so good I dropped $7 just to get a look at his complete sales funnel. And why in the end, I didn’t bite at the typical sales funnel upsell.

The Masterful Upsell

What followed was an upsell sequence that was practically a masterclass in sales funnel design. And since we’re all swimming in a sea of online opportunities like this, I thought I’d pull back the curtain and show you exactly how these funnels work—the pros, the cons, and how to tell the difference between words designed to stir emotion and investments that actually deliver results.

How a Sales Funnel Works

The Hook (Top of Funnel)

Usually a free or low-cost entry point: a webinar, a $27 ebook, or an introductory course.

Purpose: Build trust, prove value, and lower the barrier to entry.

The Upsell (Middle of Funnel)

After purchase, you’re offered an upgrade: “Before we finish setting up your account, here’s something special you’ll only see once.”

Purpose: Leverage your excitement and momentum to move you into a bigger purchase.

The Value Stack (Bottom of Funnel)

Price comparisons are laid out to show you what a “great deal” you’re getting (e.g., “This usually sells for $2,000, but today only it’s $129”).

Purpose: Use contrast and urgency to invest feel irresistible.

The Guarantee

Most funnels include a money-back guarantee to reduce risk.

Purpose: Nudge hesitant buyers into action by eliminating the “what if it doesn’t work” objection.

Why Sales Funnels Work

Emotional Appeal: The copy is designed to excite you—“world-class results,” “transform your life,” “only today.”

Scarcity & Urgency: Limited-time language pushes you to act before you have time to overthink.

Social Proof: Testimonials and authority figures are highlighted to create credibility.

Value Anchoring: You’re shown a high original price, then offered a steep discount, making the new price feel like a bargain.

The Pros

Inspiration: These funnels can motivate you to take action and invest in yourself.

Affordability: Low-cost offers sometimes do provide solid insights or personal growth at a fraction of traditional training prices.

Structure: You’re guided clearly through the decision process, which can feel reassuring rather than overwhelming.

The Cons

Overhype: Promises of becoming “world class” in a week or “guaranteed income” should always raise a bright red flag.

Limited Recognition: Many certifications aren’t backed by formal accreditation, meaning they may hold little weight in professional circles.

False Urgency: “Today only” offers are often recycled in future funnels.

No Guaranteed Results: A course alone won’t transform your career—implementation, practice, and experience matter far more.

A Smarter Way to Decide if You’re Going to Buy Into the Sales Funnel

Here’s a checklist to run through before hitting “buy”:

What do I really want from this purchase—personal growth or professional credibility?

Does this certification carry weight in my industry or is it self-branded?

Am I buying because of genuine interest, or because the language made me feel urgent and emotional?

If I learned even one valuable skill from this, would the price be worth it?

Could I achieve the same results by practicing with free or lower-cost resources first?

Final Thoughts

The online world is full of opportunities—and some of them really can be transformative. But it’s essential to recognize when you’re in a sales funnel, and to pause long enough to separate words on a page from investments that lead to real results.

For me? The $7 course was worth it for curiosity and personal growth. It was fun, light, and gave me a peek into a space I’ve always been drawn to. And I got to see the subsequent options in the coaching certificate sales funnel.

The $129 upsell, though—that’s where I hit pause. And that’s the lesson: you don’t have to buy everything in the funnel to get value! Sometimes dipping a toe in is enough.

The key is balance: enjoy the growth opportunities when they align with your goals, but don’t confuse clever marketing with guaranteed success.

Comments? Questions? A Good discussion? I’d love to hear from you. Email me and let’s have a chat.

Understanding the Customer Journey

by Connie Cermak | Jul 17, 2025 | Email Marketing, Funnel Marketing, Social Media Marketing

Why the Customer Journey—and the Customer Experience—Matter More Than Ever

In today’s competitive marketplace, understanding the customer journey is more important than ever. Why? Because it gives you insight into the customer experience with your brand—from the moment someone first hears about you to the point when they become loyal advocates sharing your story with others.

If you’re serious about growth, mastering the customer journey isn’t optional—it’s the key to standing out, creating meaningful connections, and building long-term relationships. Let’s explore the concept, look at a real-world example, and share actionable tips to enhance your customer journey and elevate the customer experience.

What Is “the Customer Journey?”

At its core, the customer journey is the path a customer takes when interacting with your brand. It covers every touchpoint—from discovery to purchase and beyond. This journey is rarely linear, but understanding its stages helps you anticipate customer needs, remove friction, and design an experience that feels intentional at every step.

The 5 Stages of the Customer Journey

Awareness

The moment customers first discover your brand. First impressions matter here. Whether through ads, social media, or word-of-mouth, your job is to spark curiosity and deliver a memorable introduction.

Consideration

When potential customers compare you to competitors. Content such as reviews, case studies, and helpful guides can highlight your expertise and position you as the clear choice.

Decision

The moment they decide to buy. A seamless checkout process, clear CTAs, and exceptional support can turn consideration into conversion.

Retention

This stage is about keeping customers happy so they keep coming back. Personalized follow-ups, loyalty programs, and ongoing value create a customer experience that builds trust and strengthens relationships.

Advocacy

When satisfied customers become your biggest champions. Encourage reviews, referrals, and testimonials. Word-of-mouth from happy customers is one of the most powerful growth drivers.

Why the Customer Journey Shapes the Customer Experience

Imagine walking into a store where no one greets you, the shelves are a mess, and no one helps you find what you need. Frustrating, right? Online, the same rules apply.

Optimizing the customer journey ensures that every touchpoint is intentional, aligned, and consistent. The result? Customers feel valued, supported, and understood—turning one-time buyers into loyal advocates.

Forbes recently highlighted how visualizing the customer journey helps businesses identify pain points and opportunities for improvement. By mapping it out, you can ensure the experience is seamless and memorable at every stage.

Examples of The Customer Journey in Action

Awareness: A mid-sized company launches SEO-driven content and targeted social ads to attract potential clients.

Consideration: Visitors are offered free resources, webinars, and real-time chatbot support.

Decision: Personalized consultations and detailed case studies help close deals.

Retention: Follow-up surveys, discounts on future services, and handwritten thank-you notes keep customers engaged.

Advocacy: A referral program rewards clients for leaving reviews and sharing with friends.

The result? A 20%–35% increase in customer retention and a steady stream of new leads from word-of-mouth referrals.

Tips to Optimize the Customer Journey (and Improve the Customer Experience)

Map It Out

Visualize every step of the journey. Identify key touchpoints and ask: where can the customer experience be smoother, faster, or more personal?

Gather Feedback

Your customers are the best source of insight. Use surveys, reviews, and interviews to discover what’s working—and where you’re falling short.

Be Consistent

Consistency builds trust. From your website to your social channels to customer support, every interaction should reflect your brand’s values and voice.

Final Thoughts on the Customer Journey and Experience

The customer journey isn’t just a marketing buzzword—it’s the framework for building a customer experience that creates loyalty and fuels growth. By understanding and optimizing each stage, you’re not just increasing sales—you’re building lasting relationships.

Start by mapping your own customer journey and looking for opportunities to improve the experience. Your customers (and your bottom line) will thank you.

Need help refining your customer journey? Let’s connect—we’ll make sure your customers have an experience worth raving about.

How to Get More Leads!

by Connie Cermak | Feb 13, 2025 | Funnel Marketing, Lead Generation, Marketing Strategy, Most Read

What’s the Quick Fix to Get More Leads?

Ah yes, the million-dollar question. If I had a dollar for every time a client asked me how to get more leads, I’d be sipping something fizzy in a hammock somewhere. But here I am, still in the trenches with you—and honestly? I love it here. But here’s the deal: There’s no quick fix to get more leads!

The truth is, lead generation isn’t a single tactic. It’s a layered, strategic process that depends on your brand, your offer, your ideal client, and yes—your follow-through. So if you’re here hoping for a magic wand or a one-size-fits-all answer, sorry friend. But if you’re ready for a clear, creative strategy backed by data and a little marketing muscle? Let’s talk. In the meantime, follow this clear list of steps you can take and if you stick to it – you should get new leads!

Step One: Want More Leads? You’ve Got to Know Who You’re Talking To!

You can’t attract what you haven’t defined. Getting more leads starts with getting crystal clear on your ideal client—what they need, what they value, and what keeps them up at night. Your content, your offers, even the colors you use—everything should speak directly to them. When that connection is dialed in, leads come easier. Promise.

Step Two: To Get More Leads, Your Website Needs to Work Harder Than You Do!

Your website isn’t a digital brochure. It’s your 24/7 salesperson. It should tell your story, answer questions, build trust, and offer something of value before someone ever books a call. Whether it’s a free download, a quiz, or simply clear, compelling copy—your site should be doing the heavy lifting. If it’s not? Let’s fix that.

Step Three: Show Up Where It Matters

You don’t need to be everywhere. You need to be in the right places. That might mean finally getting serious about LinkedIn, or maybe it’s time to dust off your email list. Maybe your dream clients are scrolling Instagram stories while sipping their matcha. Wherever they are, you need a consistent, intentional presence that reminds them you exist and that you can help.

Step Four: Offer Value Before You Pitch

This is where most people get it wrong. You don’t just show up with a megaphone shouting, “Buy from me!” You build trust by sharing insights, solving small problems, and creating content that makes people feel smarter, seen, or supported. When you consistently add value, people start coming to you.

🐝 tip: Find what you love to do best and DO IT! I love to blog, so I write articles answering people’s most frequently asked questions.

Step Five: Keep the Funnel Moving

So many leads fall through the cracks because there’s no system in place to nurture them. Follow-up matters. Whether it’s an automated email sequence, a personal DM, or a calendar reminder to check in, have a plan for what happens after someone raises their hand. Interest without action = lost opportunity.

Step Six: Track What Works.

Creative is great. Strategy is necessary. But data tells the truth. Pay attention to what’s converting. Where are leads coming from? What content gets the most clicks? If something’s working—do more of that. If it’s not—rinse, adjust, repeat. Marketing is a living, breathing thing. Give it some love and it will grow!

🐝 tip: Note how I tossed in a little “living breathing” reference into the article? That’s my brand—I’m all about nature. You can do the same!

And Finally: Turning Leads into Long-term Term Clients

Make sure you’re not losing your leads along the way. Check out my post on Understanding the Customer Journey for tips on building trust and keeping your audience engaged from first click to final conversion.

You don’t need a gimmick. You need a smart, sustainable strategy and a message that resonates.

And if you’re feeling stuck, overwhelmed, or just tired of doing it all alone? That’s what I’m here for.

🐝 Click here and send me an email! Let’s create some buzz!

Calling all Marketing Strategy Book Readers! Here’s a list of my favorite books that helped me out immensely:

Fanatical Prospecting
Jeb Blount’s guide offers strategies for opening sales conversations and filling the pipeline through social selling, telephone, email, and cold calling.

Influence: The Psychology of Persuasion
Robert B. Cialdini explores the psychology behind why people say “yes” and how to apply these understandings in various aspects of marketing.

Purple Cow: Transform Your Business by Being Remarkable (my personal fave)
Seth Godin emphasizes the importance of creating remarkable products and marketing strategies to stand out in today’s crowded marketplace.

Building a StoryBrand: Clarify Your Message So Customers Will Listen (2nd fave)
Donald Miller provides a framework for crafting compelling brand stories that resonate with customers and drive engagement.

The Challenger Sale: Taking Control of the Customer Conversation
Matthew Dixon and Brent Adamson present a new approach to sales, advocating for teaching customers new perspectives and tailoring sales messages to their specific needs.

Email Marketing in 2025: The Inbox Goldmine You’re Probably Ignoring

by Connie Cermak | Dec 2, 2024 | Email Marketing, Funnel Marketing

Email Marketing: The Inbox Goldmine You’re Probably Ignoring

I know, I know… we spend more time hitting “delete” on emails than we do reading the newsletters we subscribed to. But here’s the thing—despite our inbox fatigue, the money is STILL in the newsletter!

This phrase traces back to early direct marketing legends like Frank Kern, who popularized the idea that email lists are the most reliable revenue stream for businesses. And guess what? It’s still true today. If you’re not using email marketing to its full potential, you’re leaving money (and customer loyalty) on the table.

Why Email Marketing Matters

Email isn’t just a communication tool; it’s one of the highest-performing digital marketing channels out there. According to industry data, for every $1 spent on email marketing, the average return is $36. That’s insane ROI. And yet, so many businesses let their newsletters languish—or worse, flood inboxes with uninspired daily emails.

When done right, a well-crafted email:

Keeps your brand top of mind.
Builds relationships with your audience.
Drives traffic, sales, and engagement consistently.

Newsletters Don’t Have to Be a Chore (or Boring)

Let’s bust the myth that email marketing has to be complicated. The best newsletters are simple, engaging, and purposeful.

What Makes a Great Newsletter?

Brevity: Nobody has time for a novel in their inbox. Keep it short and sweet unless you’re sharing valuable long-form content.

Clarity: What’s your message? A sale? A product launch? A blog post? Make the focus crystal clear.

Visual Appeal: Use images strategically—whether it’s one bold photo or a gallery of visuals, make it on-brand and eye-catching.

Examples of Stellar Newsletters

Marie Forleo: Her emails are upbeat, clear, and action-oriented. I learned everything I know about emails from her class, The Copy Cure which I highly recommend if you love to write, like me. She makes it easy to absorb her message and always includes a compelling call-to-action (CTA).

Seth Godin: His daily newsletters are short and thought-provoking. On occasion, he mentions a new book launch or special product release which in my opinion bring tremendous value.

Domino’s Pizza: Their emails are longer but cleverly segmented into bite-sized nuggets of info—think clickable deals, mouth-watering visuals, and timely promotions.

The Skimm: Short, punchy, and informative. They’ve mastered the art of consistent, easily digestible content. I’ve been a subscriber for a decade and I highly recommend that you subscribe too. Check them out here.

The Psychology Behind a Consistent Newsletter Campaign

A consistent presence in someone’s inbox creates memory muscle. When your audience sees your name pop up regularly, they’re reminded of your value. Even if they don’t open every email, they’ll remember you when they need your product or service.

Play by the Rules: Permission is Key

Whatever you do, don’t add people to your email list without their consent. It’s not just annoying—it’s bad for your reputation and could get your account flagged by email providers.

Thankfully, tools like Mailchimp, ConvertKit, and Flodesk make it easy to manage permissions. For example, if you collect emails at an event, these platforms allow you to import those contacts and send them a welcome email to opt-in before you start sending regular campaigns. But be careful!

IMPORTANT: Don’t send emails to people who haven’t subscribed or you could get some pretty hefty fines depending on the size of your distribution list. To avoid big fines for spamming people’s inboxes, take one minute to learn about the CAN-SPAM Act right here.

Why You Shouldn’t Email Every Day—Unless You’re Seth Godin

Sending daily emails is a fast track to your audience’s unsubscribe button—unless you’re delivering exceptional value every single day. Ask yourself:

Is this entertaining or educational?
Is this part of a limited-time countdown?
Does my audience actually want daily content?

If not, stick to a more strategic schedule. Weekly or bi-weekly emails give your audience breathing room while keeping your brand top of mind.

Worthy of note, here: In addition to The Skimm, If there’s one daily email I actually look forward to, it’s Seth Godin’s. Why? Because he’s not selling anything. Instead, his emails deliver short, sweet, and often profound insights that challenge the way you think. His consistency isn’t about pushing a product—it’s about building trust and offering value. That’s the gold standard for daily email content: something your audience will want to open daily.

When planning your email marketing strategy, ask yourself: What kind of value can I deliver that’s worth opening daily? If you’re not Seth Godin, that might mean focusing on quality over quantity.

The Critical Role of the CTA

Every email should have a clear call-to-action. What do you want your audience to do next? Click a link? Buy a product? Register for an event? Marie Forleo’s newsletters are perfect examples—her CTAs are direct, encouraging, and impossible to miss.

Big or Small, You Can Do This

You don’t need a massive budget to create impactful emails. Platforms like Canva offer beautifully designed templates, while tools like MailerLite and ActiveCampaign provide robust features for automating your campaigns. Even with a smartphone, you can whip up visuals that rival those of big brands.

Not Sure What the Voice of Your Brand in Your Newsletters Should Be?

I wrote this article to help you! And you can download the questions, too!

Ready to Transform Your Email Marketing?

At Social Nectar, I help businesses of all sizes craft email strategies that engage, inform, and convert. Let’s create emails your audience actually wants to read—and take your marketing game to the next level.

Interested in learning how a sales funnel can improve your email ROI? Read my article here.

The CAN-SPAM Act: Why It Still Matters

by Connie Cermak | Nov 6, 2024 | Email Marketing, Funnel Marketing, Small Business and DIY Marketing

The CAN-SPAM Act: Why Breaking the Rules Could Cost You Big Time

Ever heard of the CAN-SPAM Act? It’s not about canned meat—it’s a law that’s been keeping inboxes spam-free since 2003. Even though it’s been around for a while, it’s still a big deal today, and ignoring it can cost you a lot. Like, up to $50,120 per violation. Yep, that’s PER email. Send a batch of non-compliant messages, and those fines stack up faster than a junk folder full of spam.

The High Stakes of Ignoring CAN-SPAM

Getting hit with a fine isn’t the only way things can go sideways. If someone reports your business for sending unwanted emails, your domain could get blacklisted. That means your emails will bounce straight to the spam abyss—even the ones your loyal fans are waiting for. And good luck trying to fix that mess.

Oh, and platforms like Mailchimp and Constant Contact? They don’t mess around. They have tools to keep you in check, like making you ask for permission upfront and making it super easy for subscribers to opt out. If you don’t play by their rules, you’re out.

Why Permission Is Your Marketing Superpower

Asking for permission isn’t just about dodging legal trouble; it’s about showing your audience you respect them. And guess what? When you do that, they actually engage with your emails. More clicks, fewer complaints—it’s a win-win.

So, keep it simple:

🐝 Get explicit opt-ins—don’t assume they’re cool with emails because they downloaded your freebie once.

🐝 Make unsubscribing easy—if they don’t want your emails, let them go. It’s better for your reputation.

Follow the rules, and you’ll build an audience that wants to hear from you. Break them, and your email list might just become the most expensive mistake you’ve ever made. Don’t let a little law turn into a big problem!

Ready to learn more about email marketing? Read this article here.

Would you like to learn how to create a sales funnel in your email newsletters and your website? Here’s a quick to read guide.

What is Direct Response Marketing

by Connie Cermak | Aug 8, 2024 | Email Marketing, Funnel Marketing, Small Business and DIY Marketing

Direct response marketing is all about getting your audience to take action right now!

Unlike those branding campaigns that are more about creating awareness and maybe getting people to think about your brand in the future, this approach is all about immediate results. You want your audience to do something right away—like making a purchase, signing up for something, or giving you a call.

The Three Big Pieces of Direct Response Marketing

To make direct response marketing work, you need to nail these three things:

One: A Killer Offer: Your offer has to be good—like, really good. It needs to grab people’s attention and make them feel like they’d be missing out if they didn’t act fast.

Two: Call to Action (CTA): This is where you tell your audience exactly what you want them to do. It could be “Buy Now,” “Call Today,” or “Sign Up Here.” Whatever it is, it needs to be clear and direct.

Three: A Super Easy Way to Respond: You’ve got to make it easy for people to take action. Whether it’s clicking a link, calling a number, or filling out a short form, they shouldn’t have to jump through hoops to get it done.

Why Should You Care About Direct Response Marketing?

Glad you asked! Here’s why direct response marketing rocks:

You Can See What’s Working (and What’s Not): With direct response marketing, you don’t have to wait around to figure out if your campaign is working. You get measurable results almost immediately.

Instant Gratification (for You and Them): The whole point is to drive quick action. That means if your offer is strong, you’ll see results fast.

You’re Talking to the Right People: You can target specific groups of people, which increases your chances of success. It’s way more efficient than just blasting out a message to everyone.

An Easy-to-Understand Example

Let’s say you get an email from a company offering you 20% off your favorite sneakers, but the catch is that you only have 24 hours to snag the deal. There’s a big, bold “Shop Now” button that takes you directly to the product page. That’s direct response marketing in action. They’re expecting you to make a move right away—before the offer expires!

Wrapping It Up

Direct response marketing is all about getting those quick wins. By having a strong offer, a clear CTA, and an easy way for people to respond, you can grab their attention and get them to act now. Plus, you’ll know right away whether your strategy is working.

Interested in talking about direct response marketing? Send an email. Let’s see how we can help you.

Next up: What’s a Sales Funnel and How to Create One. Read it here.

Learn why email may be the goldmine you’re ignoring and how to fix that here.