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SSK #21: Solopreneur 101: sales funnels overview


Read time: 2 minutes.

Selling digital products like online courses, e-books, consulting or coaching services, and freelance services effectively requires a well-designed sales funnel. Each product type may benefit from a slightly different approach, but there are common strategies that can be applied across these categories. Here's a breakdown for each:

Online Courses:

  1. Lead Generation:

    • Content Marketing: Create valuable content (blog posts, videos, podcasts) related to your course topic to attract potential customers.
    • Social Media Promotion: Share snippets, tips, or mini-lessons on platforms where your target audience is active.
    • Lead Magnets: Offer free resources (e.g., ebooks, webinars, checklists) related to your course in exchange for email addresses.
  2. Nurture Leads:

    • Email Sequences: Send a series of emails providing value, sharing testimonials, and introducing your course.
    • Webinars: Host free webinars that provide valuable content and pitch your course at the end.
  3. Sales and Conversion:

    • Course Landing Page: Create a compelling landing page that outlines course benefits, content, testimonials, and a clear call to action.
    • Time-Limited Offers: Create urgency with limited-time discounts or bonuses.
  4. Post-Purchase Engagement:

    • Community Building: Offer access to an exclusive community (like a Facebook group) for course participants.
    • Follow-up Emails: Provide additional resources and support to enhance the learning experience.


  1. Visibility and Awareness:

    • Content Marketing: Write blog posts or articles related to your e-book's topic.
    • Social Media Marketing: Share quotes, snippets, or graphics from your e-book.
  2. Lead Capture:

    • Landing Page: Create a landing page specifically for your e-book with a clear call to action.
    • Lead Magnets: Offer a free chapter or related guide to capture email addresses.
  3. Conversion:

    • Email Marketing: Use an email series to nurture leads, providing insights and highlighting the value of your e-book.
    • Promotions: Run promotional offers or bundle your e-book with other products.
  4. Upselling/Cross-Selling:

    • Offer complementary products, such as courses or webinars, related to the e-book's content.

Consulting or Coaching:

  1. Building Credibility:

    • Content Creation: Share your expertise through blog posts, videos, or podcasts.
    • Testimonials: Showcase success stories and testimonials from past clients.
  2. Consultation Offers:

    • Free Initial Consultation: Offer a free discovery call to discuss potential clients' needs and goals.
    • Detailed Service Page: Clearly outline your services, packages, and pricing.
  3. Nurturing Relationships:

    • Email Marketing: Provide regular value through tips, industry insights, and personal stories.
  4. Closing Clients:

    • Personalized Proposals: After initial consultations, send customized proposals outlining how your services meet their needs.
    • Follow-Up: Regular follow-ups to answer questions and address concerns.

Freelance Services:

  1. Portfolio and Credibility:

    • Showcase Your Work: Have a professional website or portfolio displaying your best work.
    • Client Testimonials: Include reviews or testimonials from past clients.
  2. Outreach and Networking:

    • Social Media: Engage with potential clients and share your work on platforms like LinkedIn, Instagram, or Twitter.
    • Networking Events: Attend industry events (virtually or in-person) to build connections.
  3. Proposal and Negotiation:

    • Direct Proposals: Send tailored proposals in response to client inquiries or job listings.
    • Pricing Transparency: Clearly outline your pricing and packages on your website or in communications.
  4. Client Retention:

    • Ongoing Communication: Maintain regular updates and check-ins with clients.
    • Upsell Services: Offer additional services or packages to existing clients.

In all cases, the key is to provide value at every stage of the funnel and establish a relationship of trust with your audience. Tailor your approach based on the specific preferences and behaviors of your target market, and continuously refine your strategy based on feedback and results.

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