Nobody Cares About Your Funnel.

Everyone’s obsessed with the sale. The “buy now” click. The keywords that scream give me your credit card.

And it makes sense. We’re all trying to keep the lights on. But chasing only the people who are ready to buy is like showing up for the last five minutes of a movie and expecting to understand the plot. You missed the whole beginning.

The real work starts way earlier. It starts when someone has a dumb question. The kind of question they’re almost embarrassed to type into Google.

“What is marketing automation?”
“How do you train for a half marathon when you hate running?”
“Why are all my houseplants dying?”

These aren’t buying questions. They’re learning questions. This is the top of the funnel, or TOFU, as the marketing crowd calls it. Frankly, the name doesn’t matter. What matters is that you’re there to answer the question without immediately trying to sell them something.

Because here’s the thing: when you provide the best, most straightforward answer to that simple question, a switch flips in their brain. You become the default expert. The one who helped when they were just curious.

This isn’t about being nice. It’s strategic.

When you answer enough of these foundational questions, Google starts to see you as an authority. It’s not magic; it’s just logic. The site that explains the basics best is probably a good source for the more complex stuff, too. Suddenly, your high-stakes product pages—the ones that actually make you money—get a lift.

So stop screaming “buy my stuff” at people who don’t even know what your stuff does yet.

Go find the simplest, most fundamental question in your industry. The one you think is too basic to even bother with. Answer it. Answer it clearly, honestly, and better than anyone else.

That’s it. That’s the foundation. Everything else is built on top of that.