Do you want fries with that?
Ugh, those words. Just genius. You know, I never understood the whole ‘love language’ thing.
But I get it now. You see, I’ve always adored anyone that asked me that question.
I thought, “Why, how kind of you to ask. Yes, I’d love to clear my palette with salted potato strips while devouring my beef-filled brioche bun. Divine!”.
But, just like love, it was all a ploy. A ploy to rinse me out of my money. Who would have thought it?
From the moment I saw that big yellow M, I was groomed to part with my cash.
And I did. Every single time. It’s called a sales funnel. Master it, and you’ll make more money than ever. Here’s how.
German Goalkeeper Legend, Oliver Kahn is the founder of GoalPlay
GoalPlay is a mobile app offering goalkeepers training plans, exercise guides, and more.
The app has a freemium business model. Meaning parts of the app is accessible to everyone, and the best bits are for paying members.
Trainees create their profiles and work on their skills to improve.
Here are some reasons why I love this biz and some simple sales funnel principles.
Selling anything digital is cheap. It lives in an app store, and all it needs is attention. Once the content is made, you’re done.
Profit margins are simple: It’s the price the product is sold for minus the cost to make it.
Apps, unlike those French fries, don’t need to be made every day or delivered by drivers or servers.
They’re getting cheaper to make too. In 2023 you don’t need code. “No Code Tools” are on the rise… If you have an idea, there’s literally no stopping you.
The cheaper a product is to make, the bigger the profits. So don’t be fooled.
That clothing brand making half a million in sales had to spend a million to make to get there. The profits come in cycles. It isn’t fast or fun.
Oliver Kahn has countless people that look up to him for one thing. Goalkeeping. A massive amount of his audience (1M on Instagram) will be aspiring keepers.
His audience is GoalPlay’s audience.
Kahn can leverage his name and his following to drive downloads. Easy.
Now hold on. I know you don’t have 1,000,000 followers. But as a player, you do have leverage.
Think of all the local communities, followers of your club, and others in the business world. USE THEM! It’s your superpower!
Need ideas? Think about what you’re known for. What do people think of when they think of you? Now how can you help them?
Back to Mcdonald’s. Imagine you’re you’re the boss.
To make an upsell, you’d offer options for a more elaborate burger. Bacon, cheese, pickles, all that shit. But it’ll cost.
Yes, they were already buying a burger, but for an additional cost, they could get an even better one.
That’s the funnel. Like a slippery slide, you can’t stop going down. It’s how they get ya.
Awareness: Kahn and GoalPlay post goalkeeping content on their Instagram.
Interact: Interact with that content.
Desire: People are driven to download the app.
Action: People use the app for free.
Next: In the app, advertise to users the benefits of the premium version.
Then: Users on the premium plan keep returning month after month.
Finally: Users also buy accompanying GoalPlay products.
Do you see? The further you go with the funnel, the more loyalty you build and the more money you’ll make.
Remember the French fries? That was the cross-sell.
You’d upsell the burger with added toppings, then cross-sell by offering more sides.
Inside the GoalPlay app, there’s a store. It sells goalkeeper gloves and bags. Everything its audience needs.
But check this. A one-time purchase of £50 goalkeeper gloves costs more than the subscription.
By now, customers are already in the drive-through, picturing that juicy burger. A few more bits wouldn’t hurt.
