What to offer in your funnel?

Which offer you will use depends on where you are in business, what offers you already have, and your end goal.

Free offers

In the case of a freebie, the best offer will only attract those who are your ideal client. You don’t need or want just anybody on your list. It is harder to sell to a very wide and divided audience. You can never please everybody. If you do try, you please no one. Also, hosting your email list on Mailchimp or any other mailing system costs money. You pay per subscriber and how many emails a month you send. If you have loads of people on there who will never buy from you, this can start to add up.

As for your offer, think of where your ideal customer is now and where they need to be to start working with you. Are you a life coach? You might want to create a freebie that helps them figure out what they want in their life. Making them aware of what they want can help them see they need someone like you to make the changes. Are you a business coach for starters? Giving a list of 10 ways to make money this week might be a great option.

Whatever freebie you will be creating, make sure that it gives your ideal client an easy win.

Paid offers

In the case of a paid offer, you can choose based on different things. There are no hard rules to this, but these are some thoughts on how to choose.

Has someone bought from you before?

The first time someone spends money with you, they might not completely trust you yet. You have not proven to them that when they pay you, their problems get fixed or majorly improved. Thus they will be more cautious to spend money on you, compared to others who’ve been through your programs. Depending on your audience it might also mean you need to start with a lower-priced offer to build this trust.

What offer do you already have that is validated?

If you are trying to have leads spent money with you for the first time, it’s easiest to convert them with an offer you completely trust to give them results and has many testimonials to prove it. The fact that it has sold well in the past proves that your offer touches a pain point people are willing to spend money on to resolve.

What can you automate?

Do you have a self-paced course? This might be great for an evergreen funnel to keep sending traffic to. It will be easy to scale which is a big plus. Sending more leads will result in more revenue, but without a lot of extra overhead.

What is your main offer?

What is your flagship offer? This could be your main offer on a sales page. However, if you always sell this offer in DM’s for example, what paid offer would lead them to that flagship offer?


Once you have chosen your main offer or freebie, what would go well with it? What would make the experience even better? What would get them even better results? Upsells work great when they come right after on the thank you page or one more step page. They do however need to have a connection to your main offer to be successful. This could be when the initial offer is 1 book, you sell a bundle of books about the same subject as an upsell, or a course to go with it.


Downsells happen when someone decides it is not a problem they need fixing (right now), it’s too expensive, or don’t feel this is the solution for them. When it’s simply not a problem they need fixing, no other offer will convince them it needs to. When they feel it’s not the solution for them or not the right price, maybe offer a different kind of service or way of delivering it. Having a simpler version of the initial offer or a small part of it for a lower price might increase your sales.