The Anti-Funnel Approach

Every marketer's obsessed with building funnels. Lead magnets, tripwires, upsells - the whole shebang. But here's the thing: funnels leak like a busted esky.

I've flipped the script entirely. Instead of funnels, I build audiences that compound.

Look, traditional funnels are designed to extract value quickly. You capture someone's email, hit them with a sales sequence, and hope they convert before they forget you exist. It's expensive, stressful, and frankly, a bit desperate.

My approach? Start with brilliant content at the centre (I still be a bit of a provocateur). Not content designed to sell, but content that genuinely helps people solve real problems.

From there, I amplify that same core message across email, social, and ads simultaneously. Each channel feeds the others. Email subscribers engage with social posts (making them cheaper to promote). Social followers join the email list (giving me owned traffic). Both audiences make my ads perform better because the algorithm sees higher engagement rates.

The magic happens when these audiences start overlapping. Someone might see your Facebook post, then your email, then your ad. By the third touchpoint, they're not cold traffic anymore - they're warm prospects who've been primed to buy.

Instead of expensive cold ads trying to convert strangers, I've got multiple touch-points nurturing the same audience across different platforms. My ad costs have dropped 60% because I'm advertising to people who already know, like, and trust me.

The best part? This system compounds. Every piece of content becomes 15+ touch-points. Every email subscriber makes your ads cheaper. Every social follower increases your organic reach.

Stop building leaky funnels. Start building audiences that pay dividends for years.

• Reed