Book → Upsells → Book a Call
Cherish is publishing a book. This funnel exists to put a cheap, low-risk taste of her thinking in front of people who aren't problem-aware yet, people who haven't named what's wrong or considered paying anyone to fix it. The call is offered straight after the upsells, not weeks later, heavy nurture is only the fallback for anyone who doesn't take it then.
Not a replacement for Funnel 1. A wider net underneath it.
The Ad → VSL → Call funnel is the best bang for buck in this whole plan, because it has the least friction between "sees the ad" and "books a call." That's exactly why it only catches people who are ready to act right now. This funnel exists for everyone else: curious, interested, not ready to book anything today.
Funnel 1: VSL → Call
Cheapest conversation per pound spent. Only catches people ready to move today.
Funnel 4: Book → Upsell
A £1 to £5 yes is an easy first step for someone who isn't ready for a call yet. Slower burn, wider net.
Every funnel ends at the call
The quiz, the workshop, and this book all nurture towards the same 30-minute Exploration Call. It's the one place Cherish actually closes.
The goal: the lead costs nothing, not the book turning a profit
The book itself is barely a decision, priced low on purpose. The actual job of this funnel is for its two upsells, together, to cover the ad spend completely, so every single lead who enters the nurture sequence has effectively cost nothing to acquire. Anything beyond that is a bonus, not the point.
£1 to £5
An extracted chapter or companion guide once the full book is published. One page, one price, card details only.
Audio course, £7 to £20
One click, no new page, no re-entering card details. The natural next step up from a book someone just bought.
The course, £97 to £247
Shown whether or not upsell 1 was taken. Together, upsells 1 and 2 are what actually fund this funnel's ad spend.
Heavier than Funnel 2's sequence, because these buyers are colder
Roughly 10 to 14 days, 8 emails. More story, more proof, less urgency than the quiz's sequence, because someone who paid £3 for a book hasn't raised their hand the way someone who took a 6-question diagnostic has. The job here is to earn attention, not assume it.
Deliver + a real story
The book/extract lands immediately, followed the next day by a short personal story from Cherish that isn't in the book. Reason to keep opening these emails.
Teach, in public
3 emails, each unpacking one idea from the book in more depth than the page allowed, each ending on a small, doable action.
Proof, from people like them
2 client stories, chosen to mirror whatever the book's core idea was, so the reader can picture themselves in it.
Soft mention of the call
First real invitation: "If any of this is landing and you want it mapped to your specific situation, here's how." Low pressure, easy to ignore.
The direct ask
Clear, single CTA to book the 30-minute Exploration Call. Last email in the sequence, then folded into the regular list.
This funnel pays off three different ways, not one
Modelled per 1,000 clicks rather than per 100, so every row lands on a whole person, not a fraction of one. Forcing this into the same "clients per click" model as the other funnels would undersell it and overstate it at the same time. It isn't primarily a client-generation engine, it's judged on three separate things.
| Layer | What it means | Per 1,000 clicks |
|---|---|---|
| 1 · Book sales | 10% buy at £5 | 100 buyers, £500 |
| 2 · Upsell 1, audio course | 30% of book buyers, at £15 | 30 buyers, £450 |
| 2 · Upsell 2, the course | 10% of book buyers, at £147 | 10 buyers, £1,470 |
| Immediate revenue vs. ad spend (~£930 at Funnel 1's CPM/CTR) | +£1,490 | |
| 3 · Book a Call, right on the thank-you page | ~8% of book buyers click through, then 65% show, 20% close | ~1 client |
| 3 · Fallback, heavy nurture over 60 to 90 days | ~6% of the rest eventually book, then 65% show, 20% close | ~1 client |