The offer & funnel glossary

A funnel where prospects fill out a qualifying application before they can book a call or buy, instead of buying directly.

The one core belief that, once someone accepts it, makes every other objection to buying collapse.

The total amount spent, on average, to turn one stranger into one paying customer.

When someone starts a purchase — adds to cart or begins checkout — but leaves without completing it.

A short, structured multi-day event that delivers a small win each day and pitches an offer at the end.

The rate at which paying customers cancel or stop buying over a given period.

The percentage of people exposed to an offer — attendees, applicants or visitors — who actually buy.

The specific instruction telling someone exactly what to do next.

A smaller or cheaper alternative offer presented to someone who declined the main offer or an upsell.

A pre-written series of messages sent automatically on a schedule after someone takes an action.

The average revenue generated for every click sent to an offer or funnel.

A funnel that runs automatically, every day, without a live event or manual work from you.

The three categories of wrong beliefs — about the vehicle, about themselves, and about outside factors — that stop someone from buying.

Multiple guarantees layered together to remove several different objections at once.

The opening line or moment of a piece of content or copy, designed to earn attention before anything else can be sold.

A specific description of the exact type of person or business your offer is built for and sells best to.

An offer where the value so clearly outweighs the price and the risk that saying no feels foolish.

A free, specific piece of value offered in exchange for someone's contact details.

The total revenue a business expects to earn from one customer over the entire time they stay a customer.

The predictable revenue a subscription business collects every month from active subscribers.

A series of follow-up emails or messages that build trust and answer objections with someone who hasn't bought yet.

Directly addressing the specific doubts a buyer has before they can stop them from buying.

The full list of deliverables inside an offer, each assigned a real value, then added up before the price is revealed.

Presenting a sales pitch once to a group — live, recorded or written — instead of repeating a one-on-one pitch to each buyer.

The percentage of visitors to a page who give their email or register, out of everyone who saw the page.

A small, related add-on offered on the checkout page, added with one click before the purchase completes.

How an offer is framed in the market relative to alternatives, so the right buyer instantly understands why it's different.

Showing ads specifically to people who already visited your site or engaged with your content, but didn't buy.

Shifting the risk of a purchase from the buyer onto the seller, usually through a guarantee.

The amount of revenue generated for every dollar spent on advertising.

A real limit on how many people can get an offer, used to prompt a faster decision.

Dividing an audience into smaller groups based on behavior or interest, so each group gets more relevant messaging.

The percentage of people who registered for a live event, like a webinar, who actually attend it.

Evidence that real people have used and benefited from an offer, used to reduce a stranger's perceived risk.

The specific before-and-after result an offer promises to deliver, stated in outcome terms, not feature terms.

A very low-priced, easy-yes offer used to turn a lead into a buyer before presenting the main offer.

An additional, usually higher-value offer presented immediately after someone buys, before they leave the checkout flow.

A real, time-based reason to act now instead of later.

A sequence of offers, from free or cheap to premium, that moves a customer from stranger to your highest-priced product over time.

A pre-recorded video that walks a viewer through a sales argument the same way a written sales page would, but spoken.

Cold traffic doesn't know you yet; warm traffic has already engaged with your content, list or brand before.

The section near the end of a webinar where the offer is revealed, stacked, priced and pushed toward a decision.