5 Steps to Reverse Engineer, Breakdown & Build 6-Figure Funnels (without a $997 Course)

What exactly is a funnel?

For the longest time, this question has been the bane of my existence.

Different people use different words and vocabulary, different ways to approach it, and everyone seems to have their own unique twist on it.

So, I wanted to get into the depth of it, go to the granular level, and really figure out once for all what a funnel feels like, sounds like, and most importantly, looks like.

Why Understanding Funnels is Important

I want to save you the countless hours (and $$$) on figuring out this information and the definition of what exactly a funnel is, so that you can:

    1. Reverse engineer anyone’s funnel
    2. Get some really good offer ideas
    3. Build funnels for your offers, get the ball rolling, and bring in the double digits for your offer


Articles: The Building Blocks of Funnels

An article is an independent unit or piece of information. It can be:

    • A YouTube video
    • A Twitter thread
    • A LinkedIn post
    • A Facebook ad
    • A Newsletter
    • A Sales page
    • A Checkout page

What matters is the order given to these articles. A funnel is no more than just an ordered sequence of these articles.

Example Funnels

Facebook Ads Funnel

  1. Facebook Ad
  2. Sales Page
  3. Checkout Page

Ignore the fact that there are up-sells; we can complicate or add different things to it later.

YouTube Funnel

  1. YouTube Video
  2. Opt-in Page for Lead Magnet
  3. Lead Magnet Sent as an Email
  4. Sales Page
  5. Checkout Page

Instagram Funnel

  1. Viral Short that Ends with a Comment
  2. Link to an Opt-in Page
  3. Opt-in Page
  4. Lead Magnet Sent via Email
  5. Sales Page
  6. Checkout Page

All these funnels have the same basic structure—moving from one article to another.



Detailed Breakdown

Stages of a Funnel

  • Attention Stage: Starting with a video on YouTube which drives attention, bringing in unaware people.
  • Interest Stage: As they progress to your opt-in page, they show some interest and become problem-aware.
  • Lead Stage: If they give you their email, they become a lead.
  • Engagement Stage: They receive the lead magnet via email and know there’s a solution to their problem.
  • Sales Page: This is where they find the solution you offer.
  • Checkout Page: Finally, they make a purchase, transitioning from a lead to a customer.


Key Points on Funnel Dynamics

  • Chronology: The order is crucial because it guides someone from being unaware to most aware, transitioning from a visitor to a customer.
  • Impact of Funnel Length:
    • Short Funnels: Generally have higher drop-off rates. They are faster but have higher bounce rates and leakage at every stage.
    • Long Funnels: Have a less sharp decline as they include more steps.


Funnel Optimization

  • Optimization Steps: The steps you take to optimize a funnel will improve it but remember that shorter funnels will always have a bigger drop-off percentage compared to longer ones.
  • Comparing Funnels: By understanding the sequence and nature of articles, you can reverse engineer other people’s funnels quickly.


Campaigns and Funnels

  • Campaign Definition: A campaign is concerned with the theme of what those articles are. For example, a campaign could be “Learn to Edit Videos with AI.”
  • Multiple Funnels for One Campaign: You can have multiple funnels for the same campaign, such as:
    • A YouTube Funnel for the Campaign “Learn to Edit Videos with AI”
    • Instagram Funnel “Learn to Edit Videos with AI”
    • Facebook Ad Funnel “Learn to Edit Videos with AI”


Evaluating Funnel Performance

  • Decline Analysis:
    • Facebook Ad Funnel: Expected to have a sharper decline due to fewer articles.
    • YouTube Funnel: Likely to have the least decline.
    • Instagram Funnel: Somewhere in between.


Understanding these elements helps you reverse engineer funnels efficiently.