You Should Copy Dr. Laurent Bannock's New Sales Funnel… Here's How!
Unlock the secrets of Dr. Laurent Bannock’s £350/hour consultancy funnel, transforming content into cash flow effortlessly.
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00. Personal Brand Funnel overview
Discover how Dr. Laurent Bannock’s innovative sales funnel generates £350/hour from just one podcast per week. With years of expertise in sports nutrition and consulting, Dr. Bannock has perfected the art of turning content into cash flow. Are you struggling to monetise your sports science or nutrition degree? Learn the secrets behind Dr. Bannock’s £350/hour consultancy through his simple yet powerful sales funnel.
In this article, I’ll break down Dr. Bannock’s entire funnel, from the platforms he uses to the specific strategies that drive his success. Plus, I’ll show you how to replicate it for your own business. I’m excited to share Dr. Bannock’s unique approach with you. With these insights, you can turn your content into a powerful sales engine. Let’s break down Dr. Bannock’s funnel step-by-step so you can start seeing results.
01. Platforms
Dr. Bannock’s choice of platforms is particularly strategic, with YouTube as his primary focus.
Here’s why YouTube is crucial:
- Search-Based Platform: YouTube allows content to gain views long after it’s posted, unlike Instagram.
- Long-Form Content: Builds stronger relationships with the audience.
- Repurposing Content: Content can be easily repurposed across multiple platforms.
- Video Wikipedia: With changing SEO dynamics, video content is more reliable.
- Human Connection: Audiences still prefer watching humans over AI-generated videos.
Dr. Bannock doesn't just post on YouTube; he uses several key platforms. His original content is created for YouTube and repurposed for Instagram, LinkedIn, Twitter, and podcast platforms.
To illustrate this, he films 1-2 hour podcast and implements this flywheel model to effortlessly grow:
Source: Creator Flywheels
But more on this later.
If you’re new to sales funnels, a sales funnel visualises the journey potential customers go through, from initial awareness to the final purchase decision, typically segmented into stages like awareness, interest, decision, and action.
Most platforms Dr. Bannock uses are for top-of-funnel activities.
02. Content
What does he use these platforms for? To distribute content and move prospects along the buyer journey.
The goal is to guide prospects through the awareness and interest stages of the funnel to make a purchase.
For instance, let’s take this creatine podcast for example:
Let's take Sarah, a fictional athlete. She may arrive at this content in different states:
- Problem Unaware: Sarah doesn’t know she has a recovery problem. The podcast introduces general recovery tips.
- Problem Aware: Sarah realises her recovery is slow and finds content on workout recovery, hearing about creatine.
This is where Dr. Bannock presents his newsletter, gathering emails for direct contact.
His website is designed to capture emails, leading to weekly newsletters (Beehiiv) that nurture prospects through the remaining buyer states:
- Solution Unaware: Sarah learns creatine might help but needs specifics. She engages with guides and webinars.
- Solution Aware: Sarah decides she needs professional help to use creatine effectively and considers Dr. Bannock’s coaching services.
03. Promotion of products
Once Sarah is problem and solution aware, how do we get her to take action? Should we shout “BUY MY STUFF” on Instagram? No, strategic promotion happens through email lists and websites. This is away from busy social media and is more like a VIP room.
At the bottom of each email, Dr. Bannock uses a “Call to Action” to encourage specific actions.
He uses the Justin welsh “When you’re ready, here’s how I can help you:” template:
Laurent's current and future monetisation models include:
- Consultancy: £350/h Calendly invited Zoom meeting.
- Courses: TBC: I’d guess a price range of £100-£200 or £997 like Justin Welsh.
- Sponsored Newsletter Ads: TBC: Perfect for supplement companies, for example.
- Podcast Sponsorship: TBC: Again, perfect for supplement companies and D2C nutrition consumer brands.
As you can see the main revenue stream is an online consultancy. Consultancy requires no startup capital, trading time for money.
He also has an online course coming soon. Digital products are easy to set up with minimal replication costs, meaning you can sell 10,000 of them at a similar cost, with expenses limited to Stripe fees and hosting.
The methodology also follows the example set by Justin Welsh, a prominent figure on LinkedIn.
The “OS Course” operating system-style course model is widely used. See examples who are other iterations of operating system courses:
Dr. Laurent Bannock’s journey perfectly exemplifies Nathan Barry’s “ladders of wealth creation” framework, showcasing a clear progression from trading time for money to productising his service.
Your own service business: Dr. Bannock initially trades time for money through his consultancy work, charging £350/hour. This aligns with the second ladder, where earnings come directly from hours worked for his own service business.
Selling Products: Moving forward, Dr. Bannock’s focus will be on selling digital products. He is actively producing a course, which is easy to set up and has minimal cost of replication. This transition reduces his dependency on trading time for money and increases his potential for passive income.
Dr. Bannock’s strategic progression through these ladders highlights the importance of learning new skills and scaling efforts to achieve greater financial success and business growth.
Read the full ladders of wealth creation article by Nathan Barry.
04. Content Flywheel
Dr. Laurent Bannock’s content strategy employs a powerful flywheel approach, seamlessly integrating various content creation and distribution activities to build momentum and drive his business forward.
Leveraging Personal Network
Dr. Bannock starts by leveraging his extensive personal network to attract high-profile guests for his long-form podcast. His reputation and connections in the sports nutrition and consulting fields allow him to secure interviews with influential figures, adding immediate credibility and value to his content. Laurent previously hosted a podcast called “We Do Science” which had over 180 episodes with world leading experts in physiology and nutrition.
Creating Long-Form Podcasts
The core of Dr. Bannock’s content flywheel is his long-form podcast. Each episode is meticulously prepared and recorded, often spanning 1-2 hours. These in-depth discussions provide a wealth of valuable insights and establish Dr. Bannock as an authority in his field. The long-form format allows for deep dives into complex topics, offering listeners substantial content that keeps them engaged.
Chopping and Distributing Content
After recording, the podcast is broken down into smaller segments and repurposed across multiple platforms. These shorter clips are shared on YouTube, Instagram, LinkedIn, Twitter, and other social media channels. This strategy maximises the reach of each podcast episode, allowing Dr. Bannock to engage with a broader audience who may prefer shorter, more digestible content.
Newsletter Summarisation
Dr. Bannock also uses the content from his podcasts to create condensed notes and summaries, which he distributes through his BeeHiiv newsletter. This not only keeps his existing audience engaged by providing them with valuable insights and updates but also encourages new subscribers to join his mailing list to receive high-quality content directly in their inboxes.
Continuous Improvement and Easier Rotations
With each iteration of the content flywheel, the process becomes smoother and more efficient. The streamlined workflow allows Dr. Bannock to produce and distribute content with greater ease, reducing the effort required for each subsequent rotation. This continuous improvement ensures that the flywheel not only maintains momentum but also accelerates over time, producing increasingly significant results with less effort.
Creator flywheel: Creator Flywheels – The Operating System for Your Business | Nathan Barry
05. How You Can Do the Same
Now, the big one. Here is every bit of tech and online tool Laurent likely uses to set up his business.
Top of Funnel:
Content production:
Content editing:
Content publishing:
Middle of Funnel:
Website:
Example templates:
- https://webflow.com/templates/html/consultant-consulting-website-template
- https://webflow.com/templates/html/nero-portfolio-website-template
Newsletter:
Beehiiv is the same platform the fitproductx.com/newsletter is hosted on. To never miss an article like this, hit subscribe.
Bottom: Offer
Consultancy:
Course:
Other software:
06. Summary
That's it.
That's the blueprint.
Create content, capture emails, deliver value, and ask for the sale.
By following this funnel, you can set up a successful business like Laurent Bannock. With a robust content engine, filling consultancy calls can become easier, potentially reaching £100k in about 286 hours of calls, which equates to roughly 7 weeks of work based on 40-hour weeks.
Of course, there is prep time involved and the time for content creation needing allocation. But you get the gist, it’s very profitable.
If you’re thinking, “Great, I want to do this but don’t know what to post,” take a cue from Ali Abdaal’s podcast with Dickie Bush:
- Pick people ahead of you and distill their insights (e.g. this article)
- Pick people behind you and teach them what you know (e.g. this article).
I know so many individuals who could set up profitable businesses like this.
Now information on how to do it isn’t a barrier - get out there and do it.
PS.
This is funnel is good. But I think for 2024, community funnels are king. Stay tuned… to be the first to read the community funnel article article when it drops hit subscribe fitproductx.com/newsletter.
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PhD student translating exercise physiology and nutrition research into successful products.
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