Glossary
Top, middle and bottom of funnel
The job a format does. The top brings people in, the middle keeps them, the bottom sells.
Why does it matter?
Every format has a job. Judging each one on its own job stops a team killing the middle of the funnel because its numbers look small.
How does it work?
- Give every format one stage.
- Judge the top on reach and follows, the middle on return viewers, the bottom on sales.
- Check each week that all three stages got something.
Where has Tom used it?
In the system Tom runs, the selfie video is the top, the fake pods and carousels are the middle, and products, courses and services are the bottom. The podcast clip is the authoritative middle of funnel format he posts daily.
Related terms
- Selfie video: Phone, front camera, one argument. The top of funnel format and the spine of the content engine, also called a yap video.
- Fake pod: A podcast built for the clip: real answers to questions written in advance, recorded in one sitting in a studio, with a guest who is there to ask.
- One person, one problem: The five beats of a top of funnel video: one person, one problem, authority, one solution, then follow.