Demystifying Automated Funnels for Authors
Level Up Creators helps knowledge creators, authors, and subject matter experts create rock-solid recurring revenue from their knowledge, experience, and creativity. Today’s post is from Level Up CEO Amanda Northcutt. Learn more about Level Up Creator School.
Only 10% of authors support themselves solely by writing. Here’s how you can build a business to be one of them.
Are you passionate about sharing your knowledge with the world but find it challenging to reach the right audience or generate consistent income from your efforts?
Whether you’re an aspiring author, a course creator, or a thought leader, it’s not enough to just have valuable content—you need a system that consistently converts curious followers into loyal fans and first-time buyers into repeat customers.
Once you’ve discovered that sweet spot of where your experience and passion align with what people will pay for, you’ve got a product to sell. From there, you need a system to draw in a new audience and nurture the fans you have.
This is where the bowtie funnel comes in. It’s more than just a marketing strategy—it’s a proven method to create a sustainable business that allows you to spread your message, help more people, and generate consistent income.
And if you’re not yet familiar with the concept of funnels, that’s just the umbrella business term for how you attract, engage, and nurture your target audience toward a purchase. Funnels are automated and amplified through the use of technology.
Let’s talk about how to build a funnel like a seasoned business pro.
Demystifying the 10 Steps of the Bowtie Funnel for Knowledge-Sharers and Aspiring Authors
Today, I’m breaking down the 10 steps of the bowtie funnel, so you can take your passion and expertise and turn them into a thriving, profitable community of lifelong supporters.
1. Create an Irresistible Resource
The first step is to create an irresistible value offer or free resource—an asset that showcases your unique knowledge and draws your ideal audience in. This could be a sample chapter of your book, a downloadable guide, or even a short video series. This isn’t just about giving away something for free; it’s about proving your value and piquing their curiosity so your audience wants more.
When done right, this initial offer plants the seed for a long-term relationship. It’s your chance to show potential readers or clients that you’re the real deal, that you understand them, and that you have the solutions they’re looking for.
2. Your Resource Needs a Home
Your free resource or chapter needs a simple, no-code landing page where your audience can learn more and sign up. ActiveCampaign, for instance, offers an easy-to-use landing page builder that we frequently use for clients. Highlight the benefits, outcomes, and transformation your audience will experience by engaging with your resource.
This is where you turn casual browsers into engaged subscribers by offering your resource in exchange for their email. Then make it easy for them to say “yes” with a simple opt-in form. You’re not just capturing email addresses—you’re capturing the opportunity to nurture a deeper connection and future sales.
The lead magnet and landing page is an introduction to the customer journey you want your audience to take—it’s the top of your funnel (TOFU).
3. Promote Your Resource Everywhere
Your free resource is only as effective as the number of people who see it. Get confident about promotion—this is critical. Share your offer on every platform where your potential audience hangs out—social media, guest posts, podcasts, and more. Every new subscriber is a potential customer, and every new customer is a potential advocate for your brand.
And you’re not just reaching more people—you’re expanding your influence and setting the stage for a wider impact and greater income.
4. Create an Email Nurture Sequence
Once someone opts in, it’s time to nurture that relationship. An automated email sequence should kick off, guiding your new subscriber to make the most of your free resource and build anticipation for your paid product. This sequence doesn’t need to be complex—3 to 5 emails are enough.
A well-crafted email nurture sequence is where you turn new subscribers into raving fans.
By sharing your story, offering valuable content, and addressing their pain points, you position yourself as their trusted guide. This isn’t about hard selling; it’s about building trust and rapport, so when you do present an offer, they’re already primed to say “yes.”
Now you have your audience in the middle of your funnel, on their way to a purchase (MOFU).
5. Develop a Persuasive Product Landing Page
This is where you present your big offer—the book, course, or service that you’ve been nurturing them towards. Your product landing page should be more than just a sales pitch; it should be an invitation to a transformation. Clearly outline the problem your product solves, the benefits they’ll receive, and the results they can expect.
Keep it concise—only include what’s absolutely necessary.
Use testimonials and case studies to reinforce that this is the solution they’ve been looking for.
By the time they reach this page, they’re at the bottom of your funnel (BOFU) and your audience should be thinking, “This is exactly what I need.”
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6. Make it Easy to Buy
A well-designed, user-friendly checkout page can significantly reduce drop-off rates and turn more prospects into paying customers. Remember, this is the first transaction in what could be a long and fruitful relationship. Make it smooth, secure, and compelling.
But even with the best setup, some will still leave without completing their purchase. That’s where the next step comes in.
7. Implement Cart Abandonment and Failed Payment Automation
People get busy. They abandon carts. Their credit cards fail. Don’t let these missed opportunities slip through your fingers. Cart abandonment and failed payment automations are your safety net, bringing lost sales back from the brink. A simple reminder email can recover thousands in potential revenue. This isn’t just about money; it’s about giving your audience a second chance to benefit from what you’re offering.
We’ve recovered six figures in sales for clients using this tactic—don’t skip it!
To implement an automated funnel, you need what’s referred to as an email service provider (ESP) – a tool that you pay a monthly or annual subscription fee to use, and in return, the ESP helps you deliver emails to the right people on your email list, at the right time. It’s not just about sending one-off emails (referred to as a “broadcast”), but setting your ESP up to help you make sales 24/7/365 through segmentation and conditional logic.
Note: ActiveCampaign and ConvertKit are top-notch marketing automation tools and are the two email service providers we recommend to our clients.
8. Onboard New Customers with Care
The sale is just the beginning. A strong onboarding sequence ensures your new customers know exactly how to access and use what they’ve purchased.
Whether it’s a course, a book, or a membership, make sure they know exactly what to do next and how to start benefiting right away. This not only squelches buyer’s remorse but also maximizes their satisfaction and engagement, setting the stage for a long-term relationship.
9. Ask for Feedback: Learn and Grow
The best way to improve is to ask those who matter most—your customers. Collect feedback to understand what they loved, what they struggled with, and how you can serve them better. This not only helps you refine your product, but also provides you with powerful testimonials that can be leveraged in your marketing. Plus, people who feel heard and valued are far more likely to stick around and buy from you again.
10. Upsell Automation: Create More Opportunities
The easiest customer to sell to is the one who’s already bought from you. Create an automation that offers your existing customers additional products or services that complement their initial purchase.
This isn’t just about increasing your income; it’s about continuing to deliver value and deepening the relationship with your audience.
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A System > A Sale
If you’re serious about sharing your knowledge and passion with the world, you need more than just a single product or offer—you need a strategic system that consistently attracts, nurtures, and converts.
The bowtie funnel is your blueprint for building a sustainable, profitable business that allows you to make a bigger impact and generate ongoing income.
If you’d like to develop your business a bit more, why not take a look at our Creator Growth Kit? This is a free video playlist offering practical steps to turn your knowledge and expertise into recurring revenue. Check it out here.
What questions do you have? I’d love to hear them.
P.S. Building funnels is one of our favorite activities, but we realize it is probably not one of yours 😜. If you’re ready to talk about getting the expert, hands-on help your business deserves, reach out to me directly: Amanda@welevelupcreators.com.
