Chapter Five: Delivering The Goods – The Importance of Fulfillment

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I was so mad, I cancelled my order and unsubscribed.

That’s not a reaction you ever want to provoke. But if you don’t pay attention to resource delivery, you’ll find yourself handling customers as angry as my friend was when he said those words to me.

See, he bought an online video series on how to hit a baseball better. He’s an atrocious hitter (sorry, Jake). Everything in the process seemed normal: He visited the website, bought the product, and there was a thank you page promising to deliver the course to him instantaneously.

The thing is, the course didn’t show up. My friend kept clicking the refresh button in his browser, but nothing landed in his inbox.

So he waited. And waited. Minutes. Hours. DAYS. Still nothing.

Guess what? That company didn’t have an effective way to deliver their video lessons.

Now, aside from still being a horrible hitter, my friend cancelled his order and completely unsubscribed from that company’s mailing list. All because they couldn’t deliver his video series.

In a marketing funnel, you’re going to have many instances where you have to deliver a resource. This is a critical time in your conversion process, because a late or missing delivery can be the difference between a repeat customer and a former subscriber.


When you think of fulfillment, remember that it’s just a concise way of saying “giving the customer what they opted in for or bought.” All you’re doing is fulfilling a transaction: they gave you something, now you’re giving them something in return.

Campaign Funnel with Resource

When you’re considering what kind of resource to offer, it can be helpful to consider how much interaction you want to initiate at that point in your campaign funnel. There are many different types of resources out there, but they all fall into one of two categories:

  • Low interaction resources communicate in one direction. They don’t spark a two-way dialogue, and the resource conveys the same information to all recipients.
  • High interaction resources create a dialogue. These involve more personal interaction and the message varies according to the customer’s needs.

Low Interaction Resources

Lead Magnets

Lead magnets are a wide-ranging category. They’re pieces of content you give away that your audience can use to improve their business or enrich their lives.

These gifts can be e-books, infographics, case studies, sales sheets, image packs, background images, videos or anything else that falls under a downloadable piece of content. Links within these resources usually lead to another page — specifically a Sale Micro Funnel — but otherwise these can be dead ends in funnels.


This one might come as a surprise, but hear me out. While a webinar might feel interactive, it’s really just a live sales pitch as opposed to a dialogue. Most people don’t think of a webinar as a resource, but it falls in this category because it’s a form of information that can only be accessed via an opt-in. A webinar is the easiest resource to connect Micro Funnels to, as a good webinar will end with a strong sales pitch—an easy segue into a sales Micro Funnel.


With the rise of tablets and smartphones, podcast apps have ridden that same wave. Podcasts are easy to access and listen to as a passive process. You can convey the same information in a non-text format such as this, and still give that away as a valuable resource. Just like a resource guide, this is usually a dead end in the funnel but can be linked to a new Micro Funnel.

High Interaction Resource

1:1 Interaction

1:1 interaction is a broad term, but it leans heavily on typical sales actions: demos, calls and consultations.

When you use a 1:1 interaction resource in your campaign funnel, you’re shifting to a more sales-oriented approach. These interactions are meant to gain an in-depth profile of the client. With calls and consultations in particular, you’re reaching out to the client to gather more information to help tailor future messaging and strengthen your selling proposition.

However, this isn’t always the case. Since calls and consultations are sales actions, a purchase action can occur if you really sold your product during these 1:1 interactions.

With a demo, though, you’re close to closing a sale. This means you’re showing the client exactly what your product can do, and you’re aiming to sell the product either after that demo or very shortly after.

These resources, in combination with emails, string together our micro funnels. While micro funnels can stand alone, emails and resources can’t. They are dependent on the elements that precede them, and connect the pieces that follow.

You may have noticed that, at this point, there’s still something missing. The crux of every marketer’s existence:

How do you get people into your funnel?

That’s the million-dollar question. A funnel is no good if you can’t bring people to it. So how DO you do it?

Simple. With Traffic Sources.

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