Sometimes the problem with your funnel isn't what's there, it's what's missing…
You've got the opt-in page, the email sequence, the webinar, the checkout.
But people are still dropping off or hesitating when it's time to buy.
Here's what's actually happening: people don't move in steps, they move in stories.
Jason Friedman said that on the latest ClickFunnels Radio podcast and it's been stuck in our heads ever since.
Jason's a lighting designer who toured with Rush and Peter Gabriel, built and sold multiple companies for tens of millions, and now helps entrepreneurs scale using theater principles.
And the way he explained it made everything click.
Theater taught him something a lot of funnel builders miss: you can lay out step one, step two, step three all day long.
But there are stories running in people's heads that are either making them move forward or stopping them cold.
When someone lands on your page, they're not just reading features.
They're asking:
Is this going to work for someone like me?
What if I fail again?
What if this is another waste of money?
Those are the stories. And if you're not addressing them, your steps don't matter.
Jason learned this spending decades backstage in theater where everything tells a story.
The lighting, the sound, the props, they're all creating a feeling that moves people emotionally.
Your funnel should do the same thing.
Here's how to apply it:
Know what story is already playing in their head - What are they afraid of? What do they want so badly it keeps them up at night? If you don't know the story they're telling themselves, you can't rewrite it.
Paint a vision they can see themselves in - Jason doesn't just give information, he paints a picture so vivid people see themselves inside of it. That's what gets them to move.
Design backward from the reaction you want - In theater, everything is scripted from the reaction you want the audience to have. Do this with your funnel. What do you want them to feel when they hit your landing page? When they open your first email? When they finish module one?
Jason's whole business now is built on what he calls the Kinetic Customer Formula, which is basically how to choreograph an experience that almost guarantees people move the way you want them to.
If you want to hear how he grew a business from $2M to $70M using these principles (and almost went bankrupt doing it), plus how he reverse engineers customer experiences using theater techniques, the full breakdown is in the episode.
