Flip the Funnel

Most books about social media suck.

Here’s why.  Most books focus on what YOU should be doing on social media, which almost entirely misses the point.

In Flip The Funnel, Joseph Jaffe focusses on what you should be doing to get EVERYONE ELSE to share your products/service to their social media connections.

And that, my friends, is where the gold is.

Today I listened to a summary of the book Flip The Funnel, which is all about how social media has allowed us to flip the marketing funnel on its head.

One idea that really stood out for me was that you literally flip the old AIDA (Awareness, Interest, Desire, and Action) funnel to get ADIA (Acknowledgement, Dialogue, Incentivization, and Activation).

Here’s a quote from the summary:

We’ve all heard the studies that say it costs far more to acquire a new customer than it does to steward an existing one.  So why, oh why, do we focus so little of our attention on it?

Jaffe suggests that if we focus more of our attention on the other end of the funnel – the stuff that happens after the sale is made, we’d be much more successful.  But because we hate change so much, he was kind enough to actually flip the entire funnel and turn AIDA into ADIA (see how he did that?).  You actually flip the funnel.  Brilliant.

So after a customer buys, we now acknowledge them, start a dialogue with them, incentivizethem and activate them.

If this resonates with you, you would get some value from this summary too. 

You can read a summary of this book here today (you’ll need to create a free account first): http://readitfor.me/31077

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