Kathryn Jones Lish
speaker
390 appearances
2 recordings
1 series
first heard Nov 2024
last heard Nov 2024
Kathryn Jones Lish’s voice in public audio — every appearance, attributed to the second.
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Appearances
But I also think it's a gift because it forces you to say, well, why do I see things so differently than you? And am I wrong in that? Or do we just have different views? And it's just okay.
Yeah, that's what I love about this. I called a game of like building and selling funnels is that there are levels to it. So there's some things like brain surgery. They're not levels like like if you only know like part one through two, you should not operate on somebody's brain. Right. But that's a beautiful thing about funnels is that it actually really is broken up.
So if you only have mastered kind of this first skill, you can still monetize it and then you can master another skill, monetize it. And so. Was ich wirklich einfach gelernt habe, was ein Funnel ist, wenn jemand es nicht kennt. Es ist wie eine Reihe von Webseiten zusammengefasst und es ist wie ein 24-7-Betreiber für dich.
Und so wiederum, sie sind wie Babys stecken, die Hand von jemandem durch den Verkauf halten. Und so, was du als Funnel-Builder tun willst, ist es, herauszufinden, okay, was muss ich auf Seite 1 aufbauen, um sie zu kaufen? Und dann, was muss ich auf Seite 2 aufbauen, um sie zu verkaufen? Was muss ich auf Seite 3 aufbauen? Blablabla.
Und so war mein systematischer Gehirn so, okay, was sind die Patterns in dem? Und im Endeffekt, was ein Funnel alles betrifft, ist, dass du eine Strategie brauchst. Und dann, also, was für echte Pages habe ich zusammengelegt? Fast wie ein Instruktionsblatt. Und dann musst du die Aspekte haben. Also, was sind die Wörter? Was habe ich eigentlich auf den Pages zu schreiben? Brauche ich ein Video da?
Brauche ich Bilder? Also, du brauchst alle Materialien. Und dann musst du sie alle zusammenbauen, wie Design. Ich sage immer, wie ein Funnel, wie Ikea-Furniture. Du brauchst ein Set von Instruktionen. Und du brauchst alle missverbauten Teile, wie Video-Ads oder Schrauben und Holz. Und dann musst du es zusammenbauen, damit es in etwas Gutes aussieht. Ja.
And I think for so long the skill was taught of like, you need to be a master at strategy and you need to be a master at assets and a master at design.
Oh, well, it just takes a while. Like, it just takes a second, right? And especially if you're... Like doing it on your own, right? And don't have you as a coach. But like it can just take a second. And people are like, yeah, but like maybe it's not. But I always like to go back to Ikea.
Like seriously imagine that somebody comes to you and is like, hey, like design a set of furniture from scratch. And then like I not only want you to like build out the instructions how to do it, but I want you to like somehow cut the wood in a way that can like get together and then go build it. Like I'm like, I don't even know what you're talking about, right?
But if somebody handed me a piece of Ikea furniture in a box with instructions.
And they're like, Catherine put this together. I don't need, I really don't need that much skill to do it. And that's actually the beauty of funnel building is like, it's such an easy to entry market because most funnel, because there's opportunity like that with the design game. So. A lot of people, like you're doing a ton of the educational work yourself to like get people on board.
This is what a funnel is. Your business needs a funnel, funnel, funnel, funnel. So people go and build a funnel and they realize they don't know how to build a funnel. And they also really don't care to build a funnel. They're like, oh, like I want to sell online dance classes like to couples. And they're like, I could care less about learning marketing.
I just want to find clients to sell my actual thing to. So they went through and tried to build a funnel. So they got a strategy. They like figured out some sort of strategy. They have like a video. They have even words, right? But like they put it together all in the wrong order, all in the like, it's not optimal.
Was so großartig ist, ist, dass es so viele Leute gibt, die Schritt 1 und 2 ziemlich verschlossen haben. Und oftmals können sie das tun, weil sie ein Experte in ihrer eigenen Kunst sind. Ich weiß, wie man Ballraumdance für Mädchen sprechen kann, weil ich seit 20 Jahren Ballraumdance für Mädchen beibringen habe. Sie wissen, wie man es sprechen kann. Sie haben...
They're pretty close on the strategy if they haven't nailed it already and then they're really good at their assets. But they go to actually build it in the software and they either logistically don't know how to use the software or they build it and it's ugly. In case you're wondering, there's a study from Stanford and Google.
People determine the credibility of your website in 0.05 seconds and over 90% of what you're judging is your design. So you could have the most incredible offer in the world, but if people don't stay on your site long enough to actually see what you're selling, you lost the game. So not only does your site need to look good, it needs to be optimized as well.
It's one thing to have it look good, but it needs to look good in the way that people want it to look good. A funnel that's selling ballroom dances for couples should be designed differently than if you're selling a fitness program for mom. Then it should be designed differently if you're selling a fitness program for college boys.
Just think about how different a fitness page for a mom and a fitness page for college boys, they should look different. The design should be different.
Anyway, and so, but that's what I love, is that, like, the market, like, there's so, there's such high demand for this skill, because every funnel, every product needs, every product needs a funnel, but there's also such demand for this lowest, like, lowest hanging fruit of just funnel design work, because a lot of people have tried themselves to build a website, to build a funnel, and, like, it's not making money.
They know they want a funnel, but they can't get it. And that's where I think this really low-hanging fruit of funnel design, the skill that doesn't take long to learn, if you know the right way to do it, is so amazing. Because you don't have to reinvent the wheel, you just go build IKEA furniture.
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