A few years back, I had the privilege to build a funnel for Teri Ijeoma, the #1 seller on all of teachable, and the only person to make $20M in a single year. 

The funnel at its peak was doing 14x ROAS on YouTube and was holding steady at 825% ROAS—a main driver for her $20M/yr stock trading education business.

What made this funnel so effective? A careful look at the full sales funnel.

The Problem

You see, Teri was doing tons of webinars and content, getting TONs of top of funnel (TOF) attention. 

We call this the “awareness” phase of a funnel. 

[Source: Skyword.com]

The content did a great job of creating awareness about Teri’s offer. Which was teaching people how to make money online through stock trading. 

The webinars did a great job of selling people on the IDEA of stock trading with good problem/solution messaging.

People knew they wanted to make money online. They were now deciding WHO to work with…

[Source: electriccopy.tech]

That’s when I noticed something…

Teri had massive proof and credibility (Forbes features, big podcasts, you name it), but it wasn’t being leveraged properly.

See, the webinar sold people on the idea of stock trading. 

But in order to get more conversions, we had to sell people on Teri.

Said differently, people knew they wanted to learn stock trading, but the question for them was:

“Who will I learn stock trading from?” 

Now, it’s about positioning Teri as the pre-eminent authority of all people who teach stock trading. 

How do you do this? 

It’s what I call a PROOF FUNNEL.

The Solution: The Proof Funnel

The proof funnel serves one basic purpose: Provide undeniable amounts of proof that you are the best. 

The webinar already sold people on the what and how. (Stock trading, how the course works). 

But we don’t have time during webinars to just walk through mountains of proof, case studies, media features, etc. We need a whole page to curate all of that.

Now, I cannot share the original funnel example with you. 

But I will give you examples of this proof funnel in action. 

Here’s an example from Ad outreach: 

Here’s another example from eCom Babes:

What Makes Proof Undeniable

Media features…

Credibility Banners…

Podcasts…

Testimonials don’t always work, the market has become desensitized to them.

But there are certain forms of proof you just cannot fake. 

Case studies… even people can get on videos and frame them together. While it does show someone likes you enough to do that, you can still plan it out. 

Podcasts and media are a huge authority asset, that when combined with case studies and testimonials, create an entire indoctrination of expertise and believability. 

Results

• Peak: 14x ROAS on YouTube
• Sustained: 825% ROAS
• Revenue: Main funnel for $20M/year business ($1.5M/mo)

Conclusion

Sometimes, people already know how something works. 

For me, I don’t need to convince someone “why email marketing?”

Or “why a webinar funnel or VSL funnel”

My avatar already knows they need those things… but they just need to find the right person to build those funnels and do all of their email marketing for them.

In the case of Teri, people were already sold on stock trading coaching programs. 

The proof funnel was the last piece of the puzzle—why Teri over some other stock trading expert. 

So, if you’re consistently creating content and enforcing your mechanism to your audience… test using a proof funnel for your business. 

It could be the one thing that helps you capture a large segment of the market (the aware prospects), and convert those who are already in your audience, but just need a little more convincing.