Funnels – How to Attract, Engage, and Convert Readers
Building an effective marketing plan is key for any author or small business. One crucial piece of the puzzle? Funnels. Funnels simplify how you attract and engage your audience while driving them toward meaningful actions—like buying your books or joining your email list. In this post, we’ll break down how funnels work, why they’re essential, and give practical examples you can apply today.
You can also watch my video for a detailed walkthrough:
What Is a Marketing Funnel?
Imagine a funnel-shaped process where everyone—yes, everyone—can enter at the top. The goal is to guide them step-by-step toward more engagement and conversions. Think of it as sorting out casual browsers from your true fans.
The Top of the Funnel: Casting a Wide Net
The top of the funnel is where you catch everyone. It’s wide open, designed to make entry easy and irresistible. A no-brainer way to do this? Offer something for free or very cheap:
- Freebies: A free book, sample chapters, or downloadable PDFs.
- Low-cost options: A $0.99 special for your first book or content offer.
Giving away your first book free in a series is a proven strategy that works well for pulling in curious readers. For example, platforms like BookBub thrive on “first-in-series-free” because it minimizes hesitation.
However, there’s a catch: some people value free less. They’ll download something and never look at it again. You probably have some free downloads buried on your Kindle from years ago, right? That’s why your freebie needs more purpose—get them hooked!
Pro Tip: If you only have one book, offer sample chapters. Tell readers, “Sign up for my newsletter and get the first five chapters free!” It’s easy, and if they like the preview, going on to buy the book feels natural.
Free vs. Cheap: What Works Best for You?
Consider your goals. Freebies reduce friction, but they may not always work for every setup:
- If you have a series: Free still works well since readers will likely move on to the next book.
- If you have one book or a short series: Instead of totally free, offer a preview or a meaningful discount.
It’s all part of deciding your “path of least resistance” to capture as many leads as possible.
Narrowing the Funnel: Turning Leads Into Engaged Readers
Once your audience enters the funnel, the next steps are about building trust. They know you, but now they need to enjoy your content enough to stay.
Using Email Newsletters
Your newsletter should be the lifeline of this process. Once someone signs up through a freebie or special offer, they’re officially in your funnel. This is where consistent communication shines:
- Send updates about new releases and sales.
- Share exclusive content—think short stories, behind-the-scenes looks, or bonus chapters.
- Encourage readers to explore your other work.
For example, say your free book offer includes a bonus: “Want to know what happens next? Get Book 2 free when you sign up for my newsletter!” This transforms casual readers into subscribers while leading them seamlessly deeper into your funnel.
Quick Stat: Using this tactic, I once grew my email list from 3,000 to 16,000 subscribers in just three months.
Upselling in the Funnel
Freebies get readers in, but they won’t sustain your business by themselves long-term. Once readers trust your work, it’s time to introduce pricing tiers:
- Book 1 Free > Book 2 $2.99 > Book 3 $4.99
- Offer exclusive box sets to give more value.
- Run limited-time discounts to reward loyal subscribers.
The closer readers get to the “narrow” end of the funnel, the more likely they’ll be willing to invest in your books. This is where your true fans live—their wallets are open, and they’re waiting for what’s next.
Why Funnels Work
At its core, the funnel model helps you balance accessibility with profitability. You’re not just selling books—you’re creating an ongoing relationship with readers.
Here’s the process broken down:
- Attract: Start big, offering free or low-cost incentives.
- Engage: Keep them interested through newsletters and exclusive perks.
- Convert: Turn casual readers into paying fans, steadily increasing value.
Adjusting Your Funnel to Fit Your Brand
Your funnel doesn’t have to look exactly like mine. It depends on what you’re comfortable doing and how much content you have. Got only one book? Focus on previews and samples. Got a long series? Take advantage of free first books.
Here’s another option: if you’re wide (not exclusive to one retailer), experiment with pricing adjustments and loss leaders. For instance, keep the first book in your series free permanently, then use the rest to hook readers into the story and encourage sales.
Conclusion
Funnels aren’t magic—they’re a strategy to systematically guide readers from discovery to loyalty. Start broad, with low-friction offers, and gradually narrow focus to find your true fans. Whether you’re giving away chapters, offering discounts, or just engaging with your audience through newsletters, the process is simple: attract, engage, and convert.
Remember, it’s not about doing it all perfectly. It’s about doing it step-by-step, working toward building stronger connections with readers who’ll stick around for the long haul.
Got a funnel tip that works for you? Share it in the comments! And don’t forget to check out the resources on Finding Your Indie to learn even more about creating your best marketing plan.
See you next week as we dive into more must-have marketing strategies!
