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FBM Digest #90: Lottery funnels, a great SEO hack, and much more...

Lee Chapman

Lee Chapman

FBM Digest #90: Lottery funnels, a great SEO hack, and much more...

We're back with another Digest (I can't believe we're almost at 100!)


I hope you've had a productive couple of weeks. Here are a few pieces of gold I found for you in the meantime:



It is very easy to overcomplicate this whole funnel thing.


Luckily, funnel and marketing expert Aiman shared some gold this week that highlights how simple a funnel can be to help you stay focused.


Oftentimes, it's easier to plan out your funnel by simply imagining that one person is going through it...

Stage 1: Get their attention

  1. Objective: Introduce yourself or your brand and capture the attention of someone who has the problem you solve.
  2. Strategy: Use targeted social media ads or search engine marketing to reach your ideal audience. Focus on addressing a specific problem or need that your product or service solves.
  3. Tip: Make your ads visually appealing and ensure the messaging resonates with the pain points and desires of your target audience.

Stage 2: Show them you mean business

  1. Objective: Provide value in exchange for contact information.
  2. Strategy: Create a compelling lead magnet related to your product or service that shows you know what you're doing. This could be an ebook, case study, free trial, challenge, anything valuable enough for visitors to give you their email addresses.
  3. Tip: Make sure your lead magnet solves a specific problem for your audience and is easy to consume or use.

Stage 3: Present the next step

  1. Objective: Introduce your product or service as the solution to the bigger problem they're experiencing.
  2. Strategy: After delivering the lead magnet, present your initial offer on the thank you page. Make it an irresistible next step that deepens the value provided by the lead magnet, leading naturally to your main product or service.
  3. Tip: Your offer should feel like a no-brainer for those who benefited from your lead magnet. Frame it as the logical next step to achieve even more significant results.

Stage 4: Retarget non-buyers

  1. Objective: Re-engage prospects who haven't yet converted.
  2. Strategy: Use retargeting ads to stay top of mind with visitors who saw your offer but didn't make a purchase. Highlight key benefits, customer testimonials, or a limited-time discount to create urgency.
  3. Tip: Segment your retargeting audience based on their interaction level and tailor the messaging accordingly to maximize relevance and impact.

Stage 5: Build rapport with subscribers

  1. Objective: Nurture the relationship and encourage further action.
  2. Strategy: Implement a series of follow-up emails that continue to provide value, share success stories, and address common objections or concerns. Include clear calls to action (CTAs) that guide them back to your offer.
  3. Tip: Personalize your emails based on the recipient's previous interactions with your brand. This increases the chances of conversion by making your messages feel more relevant and engaging.


When you see a funnel broken down into 5 easy stages, you realise just how straightforward they can be.


Imagine a single person (who is an ideal client) out there in the wild and brainstorm what you can do in each of these 5 steps to give them a great experience.


Create something effective for each step, and you will have a very high-performing funnel.


If you would like the help of an expert to get there, send Aiman a message via his profile here.


Not only does he have 84 5-star reviews, but he's also currently offering some of the lowest-priced funnel builds on the marketplace!


Click here to check him out and get yourself a great funnel at a bargain price.






I stumbled upon this bit of gold from entrepreneur Rob Hope this week and thought the idea of giving visitors more of a glimpse of the human behind the business was a great one...


"Strengthen your landing page with these design, development, and conversion tips!

Add personality:

๐Ÿ‘ฉโ€๐ŸŽค: A portrait of the person who developed the service.

๐Ÿ“‘: A picture of where you work your magic.

โœ๏ธ: A subtle animation of your signature.

People want to support people, and these little touches give visitors a glimpse of the human behind the landing page."






Russ Halilov from Bluedot (an AI-powered Chrome extension for Google Meet) posted a very easy-to-duplicate SEO hack he used to get great results. So, I had to share it with you...


"SEO success doesn't happen overnight. It's like going to a gym or going on a diet: You won't get results immediately, but in six months, you will have something to show for it.

At Bluedot, we always postponed SEO. We waited for the "right time" to start or for some magical thing to happen. We said we'd do it when we had increased MRR, when we raised money, etc.

But then, four months ago, we started SEO. It has already started bringing in 30x more traffic.

Here's some low-hanging SEO fruit that can give you a free traffic boost:


Listing in directories increases your domain authority, boosts traffic, and ranks your website higher on Google."

Here's a list of directories Russ provided to help you do the same:

Bluedot directories







I would LOVE to know what the conversion rate is on the funnel this week!


This is different from anything I've shared before - this week's funnel is for Publishers Clearing House, a company that makes a fortune running constant sweepstakes.


This funnel has likely had millions of dollars spent on testing it, so what you're seeing must be converting very well for them.


Check the funnel out here. Be mindful of all the trust elements they have added to the page...






"Success is stumbling from failure to failure with no loss of enthusiasm."

- Winston Churchill


Have a great weekend, and I'll see you back here in two weeks!


I took a stab at making

beignets from scratch

this week. They're weren't