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Email 1 Subject line: the funnel lie nobody talks about
Thank you for downloading the guide, and welcome. I want to say something before I send you the link, because it changes how the guide works if you read it with this in mind.
Most of what gets taught about fixing a struggling funnel points in the same direction when the numbers disappoint. More traffic. New platforms. Higher ad spend. Bigger volume. It sounds like a reasonable response, and it keeps a lot of people genuinely busy, but it almost never solves the actual problem because the actual problem is almost never traffic.
Funnels fail quietly. They lose visitors, leads, and buyers at very specific structural points, and none of those losses trigger an error message or send you a notification. The system just bleeds, steadily and invisibly, while the advice tells you to pour more in at the top. That is the lie that keeps most marketers stuck, and it is not your fault you followed it because it is the loudest advice in the room.
The guide you just downloaded maps seven of those failure points. Each one has a diagnostic you can run today and a specific action to take based on what you find. Work through them in order and treat it as an active process rather than a reading exercise.
Here is your copy: {{LEAD_MAGNET_LINK}}
Over the next few days I am going to send you three more emails. The first goes deeper on the specific belief that makes the wrong fix feel like the right one. The second shares a story from 1847 that reframed the invisible-problem concept for me more clearly than anything in marketing ever has. The third points you toward the next step when you are ready for it.
If something in the guide does not fit your specific situation, hit reply and tell me about it. A short conversation about your actual funnel is worth more than any amount of general reading.
[Name]
PS: Seriously, reply if anything is unclear or if one of the diagnostics is producing a result you are not sure how to act on. I read everything that comes back.


Email 2 Subject line: you're fixing the wrong thing
In the last email I mentioned that most funnel advice points in the wrong direction when results disappoint, and that the more-traffic reflex is the specific piece of advice responsible for most of the wasted effort. I want to explain the mechanism behind that, because understanding it changes what you do next.
The belief driving almost every bad funnel decision goes like this: low revenue means low traffic, so more traffic is the answer. When that belief is wrong, every decision that follows from it is also wrong. More ad spend, new channels, higher volume, all of it goes into a funnel that is still losing people in the same seven places. The conversion rate stays flat. The losses scale with the volume. The marketer works harder and gets the same result, which reinforces the belief that they simply need more.
There is a specific example in the guide that makes this concrete in a way I want to draw your attention to. Most marketers treat click rate and click-to-open rate as versions of the same measurement, but they are not. Click rate measures how many people on your list clicked. Click-to-open rate measures how many people who actually read the email clicked. These two numbers diagnose completely different problems. A low click rate across your whole list is a subject line or deliverability issue. A low click-to-open rate among people who opened is a content or structure issue. Applying the fix for one to the other changes nothing, and most people never realise they have been diagnosing the wrong number.
What shifts when you start reading your funnel this way is not just your strategy. You begin to look like a different kind of marketer to yourself, not someone who reacts to bad numbers by spending more, but someone who separates one type of problem from another and applies the right lever to the right place.
Go back to the guide and read the email engagement diagnostic again with that distinction in mind. It reads differently the second time.
Tomorrow I am going to share a story with you. On the surface it has nothing to do with funnels or affiliate marketing. Underneath it describes the cost of invisible structural problems more precisely than anything I have found in marketing writing.
[Name]
PS: If you have run any of the diagnostics already, reply and tell me what you found. I am genuinely curious which leak showed up first.


Email 3 Subject line: the doctor who saw the invisible


In 1847, a Hungarian physician named Ignaz Semmelweis was working in the maternity wards of Vienna General Hospital and trying to understand why so many women were dying after giving birth. The mortality rate from puerperal fever in the doctor-assisted ward was running at somewhere between ten and eighteen percent. In the adjacent ward, where midwives assisted deliveries, the rate sat at roughly two percent. The outcomes were dramatically different. The patients were not.
Semmelweis studied the one structural difference between the two wards. Doctors moved directly from performing autopsies in the morgue to delivering babies, without washing their hands in between. Midwives did not perform autopsies. He proposed that the doctors were carrying something invisible from the morgue into the delivery room, something on their hands that was infecting the women they were trying to help. In 1847 he introduced mandatory handwashing with chlorinated lime solution. Mortality in his ward dropped to below two percent almost immediately.
He was not celebrated for this discovery. He was ignored, then actively ridiculed, and then eventually institutionalised. The medical establishment of the time was not equipped to accept that the doctors themselves were the source of the contamination, because the problem was invisible and because accepting it would have required changing something fundamental about how they had always worked. It was easier to dismiss Semmelweis than to examine the system.
I think about that story often when I look at what most marketers do when their funnel numbers disappoint them. The reflex is to look outward, toward the traffic source, the platform, the ad creative, the algorithm. The thing that is actually losing the visitors and the buyers is structural, invisible, and entirely fixable once you know the specific locations. But it requires looking at the system rather than around it, and that is a different kind of attention than most marketing training encourages.
The guide you downloaded is built around that kind of attention. Each of the seven diagnostics asks you to look at a specific place in your funnel where the structural failure tends to hide. The opt-in page that describes the product instead of the outcome. The welcome email that arrives two days after the highest point of the reader's interest. The bridge page that lists product features to a reader who only wants to know whether their specific situation is understood. These are not traffic problems. They are structural ones, and they produce no error message when they fail.
What changes when you start working this way is something more than your conversion rate. The marketer who runs diagnostics before making changes, who separates a subject line problem from a content problem, who reads post-purchase behaviour as a signal rather than an endpoint, that person makes different decisions on a Monday morning. They are not at the mercy of their numbers. They understand them well enough to move them deliberately. That is the shift the guide is built to produce, and it is available to you right now if you work through it properly rather than skim it once and move on.
The one thing I want to ask you to do this week is run a single diagnostic. Not all seven. The one that describes your biggest current frustration. Run it fully, find the specific problem it reveals, and make one change based on what you find before you touch anything else in the funnel. That is how the compounding starts. One problem found, one fix applied, one result measured. Then the next one.
[Name]
PS: Semmelweis died in 1865, before germ theory was formally established and before his findings were widely accepted. The mortality problem he solved in 1847 continued in hospitals that dismissed him. Finding the invisible problem early enough changes the outcome. Yours is findable.


Email 4 Subject line: what comes after the guide
Over the past week we have covered the guide itself, the belief that keeps most marketers applying the wrong fix, and a story from 1847 Vienna that describes the cost of invisible structural problems better than most marketing writing manages to. You are in a different place now than you were when you downloaded the resource, and I think you know it.
The thing you are moving away from is the more-traffic reflex. The assumption that a revenue problem is a volume problem has a long reach and it costs marketers a great deal before they stop following it.
If you want to go further with this, to apply the diagnostic approach with a proper structure behind you rather than working through it alone, that is what {{OFFER_LINK}} is built for. It is the next logical step for someone who now reads their funnel differently and wants to move through the remaining fixes with support.
[Name]
PS: No urgency and no deadline. If the guide is still giving you things to work with, stay with it. When you are ready for the next step, {{OFFER_LINK}} is where that happens.