If you’ve been in business for a while, you’ve probably heard the old-school advice about “funnels.”

You know the one: drop people in at the top with free content, nurture them with a few emails, then close the sale at the bottom. Straightforward. Predictable. Neat.

Except… that’s not how it works anymore.

Today’s “funnel” looks more like a playground

People don’t move in a straight line. They bounce around.

One week, they listen to your podcast. A month later, they read your LinkedIn post. Then they disappear for six months before signing up for your workshop. A few weeks later, they download your lead magnet. Then finally — when the timing is right for them — they hit reply on your email and say, “I’m ready.”

It’s messy. It’s unpredictable. And it’s exactly how people buy now.

What this means for you

If you’re frustrated that your marketing doesn’t lead to instant sales, here’s the truth: it’s not meant to. Your job isn’t to push people through a tidy funnel anymore. Your job is to stay consistent, visible, and trustworthy so when someone is ready, you’re the obvious choice.

In my business, most clients don’t hire me the first time they come across my work. On average, they’ve been in my world for 9 to 18 months before they book — unless they’re a referral. And during that time, they’ve likely:

• Listened to podcast episodes I’ve been on
  
• Seen me pop up on LinkedIn
  
• Subscribed to my email list and opened my newsletters
  
• Heard about me from a colleague or client

It’s rarely one single touchpoint that tips them over the line. It’s the accumulation of all those moments of familiarity and trust.

So, if funnels are dead… what works?

The businesses thriving right now aren’t the ones with the fanciest funnels. They’re the ones who:

• Show up consistently in the places their ideal clients already spend time
  
• Keep their message clear and familiar across all touchpoints
  
• Focus on trust and value, not tricks and hacks
  

Your marketing doesn’t have to be complicated. But it does need to be intentional. Don’t chase quick fixes and instead focus on building trust over time. That’s what makes your clients confident enough to say “yes.”

This article was inspired by my conversation with Bec Chappell on the Marketing Espresso podcast. You can listen to the full episode here.