Something that a lot of copywriters and “hexperts” are teaching is this thing called “funnel hacking”.
Sounds cool and even many of the big names advise people to do it.
If you’ve never heard of it before, it means looking through your competitor’s “funnel” (i.e. their marketing/sales cycle) and trying to reverse engineer their strategy. Basically, the idea is to look at what is working for someone else and try to copy that for your own business. Their logic is “If it worked for someone else, it would work for me”.
It might not sound bad on the surface, but here are 3 reasons why (in my proud opinion) funnel hacking is not only stupid but also dangerous.
#1 — Many people are not “funnel hacking”, they are stealing IP. That’s the truth. Copying someone’s (or multiple people’s) sales letters/landing page and changing a couple of sentences to fit into your product/service/offer, etc is not being smart. It is being lazy, fraudulent and being an idiot. Way too many people do this today and think they are “getting ahead” in some way. No, you’re not. You are just a fraud that will soon be exposed. And if you are a client reading this, run away from anyone who does, advises or sympathizes with people who do such.
#2 — You cannot possibly “reverse engineer” someone’s funnel without having the full marketing context. You need to speak to the person who created the funnel to understand the “why” behind what he/she is doing, the nuances and the overall strategy. Trying to copy blindly without having full context is a definite recipe for failure. Anyone who tells you otherwise is either lying to you or just doesn’t know any better.
#3 — Even if by some powers beyond this world, you are able to thoroughly understand the funnel and the strategy behind it … copying/swiping someone else’s funnel would do you NO good if you don’t have the same list, status, positioning, offer, market, funds, credentials, social proof, etc that the person has. You can’t simply isolate a piece of marketing and think that alone is responsible for the success of a particular campaign. There are many factors at play and if you don’t have those other factors, you will fail no matter how successful the “funnel” you are hacking is.
Hopefully, that has driven the point home.
If you are one of those funnel-hacking thieves, repent of your wicked ways and learn how to actually sell.
For those humble enough to admit they need help and are willing to take advice, then I might be able to help you.
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Fola.
