#108 Why Building Your Funnel Backwards Is Better For Your Community
I just got home from an incredibly expansive week in Austin with my mentor and 20+ other creative business owners at an in-person retreat. If I didn't already believe it – connection is everything.
The success & happiness that we all desire? That follows connection to yourself and to others.
Since I was out of town, I tapped my marketing partner-in-crime, business bestie, and Make Smart Retreat co-host, Cheyenne Buttrey, to guest-write this week's newsletter.
Her last guest issue was one of my most popular newsletters to date, so I know you're going to love this one.
You’ll learn the *exact* 4-part framework every successful creator-led funnel follows — no matter what you sell.
Let’s get into it –
Author: Cheyenne Buttrey
Most people think “marketing funnels” are just for the biggest creators.
You know who I’m talking about. I’ve worked (and work) for a lot of them. So has Becky.
They boast of “waking up to Stripe notifications” and tens of thousands of students in their memberships.
They have clean houses and pampas grass in their Zoom background.
Cut to: the everyday creator in their natural habitat, finding the one corner of the house with good lighting to send a loom over with a Canva proposal.
Right? 🤣
If most of us out here are really honest: setting up a funnel feels like it just wouldn’t work for us.
For the big brands - sure. 👍
For my business – not relevant. 👎
I’d love to challenge that for you.
Because while you might not have the monochrome house or 300k followers on Instagram – you’re (really) no different than these big creators out there.
They just have a funnel.
And you don’t.
And um…we can change that.
And it’s not that complicated. And it’s not going to cost you a ton of time and $$. And it’s not marketing overkill or “doing too much” or spamming your audience.
So I’m taking over today’s newsletter because I want to walk you through the 4 key things every marketing funnel has in common.
But before we do!
Hi – I’m Cheyenne. :)
2 seconds on why you should trust me: Well, first – Becky trusts me and says I’m an ethical marketer. 😉 And on top of that, I’m the gal who’s built marketing funnels + written copy for some of your favorite creator-led brands. (Think: bossbabe, StoryBrand, Lazy Millionaire, Spirit Daughter, Ziva Meditation, Vanessa + Xander, and more).
Bottom line: I’ve seen + built more 6, 7 and 8-figure funnels than I can count on both hands, and I *promise* you – funnels are so simple + so possible for you.
Just to prove it to you – let’s define a “Marketing Funnel”.
A marketing funnel is a system that turns people who find you into paying customers by using content, freebies, events, and sales messaging to build trust and encourage them to buy.
Make sense? Funnels are really just making sure people who are thinking about working work with you have a “next step” as they decide whether or not they want to actually work with you.
And, every funnel for every creator-led brand follows the same 4-steps – even if they look wildly different. So today, I want to share those 4 steps with you.
Sound good? Okay let’s dive in…
Part 1: Every Funnel Is Exactly The Same
Most people don’t wake up one day and randomly buy from a brand they just found.
First, they notice you.
Then, they get curious about you.
Then, they trust you enough to buy from you.
That’s what a marketing funnel does: it guides people through that natural journey — from "who is this?" to "I’m ready to buy."
Funnels work because they match how real people make decisions.
They make it easy for people to:
✔️ Find you
✔️ Trust you
✔️ Get help from you
✔️ Buy from you (if and when they’re ready)
And every good funnel follows 4 basic steps:
Top-Of-Funnel Content > Lead Magnet > Conversion Event > Sales Period
Now, a lot of people teach funnels in this order.
I don’t.
Because a wise copywriter once taught me to write funnels backwards. And I think we should build them backwards, too.
So today, we’ll work through the phases of your funnel backwards because what’s most important is that your product + marketing are aligned.
If you chase the most viral content (top-of-funnel) but it has nothing to do with what you sell, your funnel will fail from day 1.
Becky calls this making sure your value perception = value experience.
So let’s start with your sales period + work backwards…
Step 1: Your Sales Period
Even when people like you and your offer, most people won’t buy the second they see it.
They need time to think about it. And they need a clear window where it feels safe and exciting to say yes.
That’s what the sales period creates.
It’s a moment where you say: "Hey, here’s exactly what’s available to you, and here’s why *now* is a great time to move forward."
During your sales period, your job is to:
✔️ Help people decide if your offer is for them
✔️ Make it easy to say yes (and maybe let them say an even say yes bigger, with upgrades or bundles or ascension)
✔️ Support those who need more time (and keep the relationship warm with a downsell or nurture)
People buy from people they feel connected to, which is why everything you do before the sales period matters immensely (especially the community building stuff), so let’s “back ourselves out” of the funnel to the step riiiight before someone decides to buy…
Step 2: Your Conversion Event
Most people need a liiiiittle more human connection before they’re ready to buy. They want to hear you, see you, feel your energy, and understand your offer better.
Your “conversion event” gives people a chance to feel closer to you — whether it’s:
✔️ Attending a live webinar
✔️ Watching a loom video + reading a proposal
✔️ Getting an email that answers their fears or questions
✔️ Hopping on a quick call
It’s a moment that builds trust and helps your potential customer move from "I think you’re cool" to "I understand what you offer. I trust you. And I'm (almost) in."
Step 3: Your Lead Generator
Before someone can join a “conversion event” and buy from you, they usually want to “test drive” what it’s like to learn from or work with you.
That’s where your lead magnet, or lead generator, or freebie, comes in. (Lots of interchange-able names for the same thing)
It gives people a “quick win” so they feel like: "Wow, if they helped me this much for free, imagine what working with them would be like."
A great lead generator:
✔️ Solves a real problem
✔️ Helps your potential client get a small, satisfying result or a “quick win” as I call it
✔️ Only attracts people who are actually serious about solving the problem you solve
Step 4: Your Top-Of-Funnel
Nobody can buy from you if they don’t even know you exist. That’s why top of funnel marketing matters.
It’s how you show up in the world so the right people can find you.
Top of funnel work includes:
✔️ Paid efforts (like running ads)
✔️ Organic efforts (like social media or SEO)
✔️ Owned channels (like your newsletter or website)
This is the beginning of your funnel + where people first notice you and start to get curious. And it’s your job to meet them in that place + invite them to take the next step (like downloading your freebie – and so the rest of the funnel goes).
Part 2: Every Funnel Is Totally Different
Now you know the simple structure every funnel follows.
But maybe you’re still wondering: "Will this actually work for ME and MY business?"
Yes. But not every funnel is the same.
“But Cheyenne, you literally just said every funnel is the same”.
Okay yes, you got me on that. They’re using the same building blocks, but they’re funnels are actually TOTALLY different when you get into the weeds of the funnel.
Think about: most living rooms have seating, tables, and entertainment.
But one house might have a couch, coffee table, and art.
Another might have a sectional, side tables, and a TV.
Same structure. Different living rooms. More different when you realize one living room is mid-century modern and the other living room is classic farmhouse chic.
So here’s the thing most people in the creator space won’t tell you: You actually *can’t* just copy and paste someone else’s funnel. (GASP!)
❌ You’re not running the same business.
❌ You’re not selling the same thing.
❌ You’re not talking to the same people.
And that’s why “copy/pasting” someone else’s funnel onto your business usually doesn’t work.
While the framework of all funnels stays the same — the way you build YOUR funnel depends on what you sell and who you sell it to.
For example:
If you sell physical products (eCommerce), your funnel might look like: Ads → Discount offer → Email sequence → Sales page → Abandoned cart reminders
If you sell services (like coaching, design, consulting), your funnel might look like: Social media content → Inquiry form → Discovery call → Custom proposal
If you sell digital products (like courses, templates, or memberships), your funnel might look like: Freebie → Webinar → Sales page → Upsell offer
Different paths. Same simple steps underneath.
Once you understand how funnels work, you can build one that fits your business — not “copy / paste” someone else’s.
And when you do, selling feels so much easier and so much more natural.
Funnels Work Better When You Build Them With People, Not For People
If you take just one thing from today’s newsletter, let it be this:
Funnels don’t replace relationships.
Funnels are powered by relationships.
The best marketing funnels aren’t cold, complicated, or copy / paste.
They’re warm. Personal. Human. Customized. Unique to you.
Great funnels invite the *right* people into your world and deepen trust over time so your sale feels (cheesy I know) seamless.
And when your funnel is built by working backwards, with your product in mind...
When your community feels seen, heard, and supported throughout your funnel...
That’s when your funnel stops feeling like “marketing” and you can finally have that “build it and they will come” moment.
That’s what Becky and I believe — and it’s what we’re teaching at The Make Smart Retreat.
If you're ready to build a business (and a funnel) that actually fits your life — we would love to help you get there.
Free Training: How To Build An Evergreen Funnel That Works
Want to go deeper on everything Cheyenne shared today?
Join Cheyenne for a free, live training where she is sharing the simple, proven process your favorite creator-led brands are using to structure and write 6 + 7-figure marketing funnels that convert – without wasting hours trying to figure it out on your own.
Click here to save your seat + be sure to tell her I sent you! I'm attending Friday's session if you want to be in the virtual room together 👋
Attend The Make Smart Retreat
If you’re craving a deeper reset — and ready to rebuild your business in a way that’s smarter, simpler, and more sustainable...
Come join Cheyenne and I in-person in Nashville May 20-22 at The Make Smart Retreat.
We’re gathering a small group of 6 + 7-figure founders who are ready to:
✔️ Understand their business data
✔️ Optimize their products for real growth
✔️ Map out a marketing funnel that actually fits their goals and life
If you loved this, you can subscribe to the weekly newsletter here for free! I send a bunch of resources & share a bts happenings of my business in the email version.