Last week, we were having our Intro to Sales session for small business owners…And one CEO was proudly sharing how they’ve set up their funnel to maximize conversions.

Right there, another CEO’s hand shot up like a child in class with a juicy secret…“Ummm, sorry, what’s this funnel thing you’re talking about and how do I even build one for my business?”

Honestly, that question was a big ol’ wake-up call for me.
We entrepreneurs love throwing around these fancy buzzwords like sprinkles on a cupcake.

• Funnels.
• Ecosystems.
• Touchpoints.
• Conversion rates.

Sometimes we just hope it sounds smart enough to impress the next guy. loool.
But deep down? Many of us would stutter like a kid caught eating cake before dinner if someone asked us to explain it in plain English.

…So if you’re like me, I love to break it down. No jargon, no fancy marketing diplomas needed. Just real talk.

What is a funnel, anyway?

A funnel is just a fancy way of saying how you move people from “never heard of you” to “shut up and take my money.”

Think of a funnel in the literal sense:

• It starts wide at the top (anyone and everyone who could be interested)
• It narrows down in the middle (people who kinda like what you’re saying)
• And finally gets tight at the bottom (those who pay for your product/service).

For all the small biz warriors out there, let’s put this into perspective:

✔️ Top of the Funnel (TOFU):

This is where you attract attention.
People see your content, your ads, your funny reels, or your memes.
They’re curious but not fully convinced.

Your job here? Create content that gets as many eyes on you (or your products) as possible.

✔️ Middle of the Funnel (MOFU):

Now they know you exist.
They’re interested but not sold.
Maybe they’re checking out your socials, reading your posts, or talking to their friends about you.

👉 Your job here? Create content that educates them. Show them how you solve their problem. Build trust.

For example: This exact post you are reading right now.

✔️ Bottom of the Funnel (BOFU):

Here’s where the money lives.
They’re ready to buy, but maybe they just need that final push – like a sweet offer or a testimonial.

👉 Your job here? Make it easy for them to say “yes” and close the deal.

Am so certain you are asking yourself…”But but Reagan…how does this apply to my small business?”

How to build a funnel for your small business?

✔️ Know your audience

Who are you trying to attract? Nail this down first.

✔️ Create content for each stage

TOFU – Entertaining posts and some simple educational tips
MOFU – Case studies, client results, product demos
BOFU – Strong offers, social proof, guarantees

✔️ Have a clear next step

Don’t just leave them hanging like an awkward handshake.
Tell them exactly what to do next!
Such as: Click the link. DM you. Call your number. Simple and clear.

✔️ Test and tweak

Funnels aren’t static.
Test different content hooks, offers, and content.
Find what works for your audience.

Lets assume you own a cake-making business:

• Top of the Funnel (TOFU)

Post mouth-watering photos and videos of your cakes.
Share behind-the-scenes baking processes, tips, or fun facts about your cakes.
Run giveaways or contests like “Share your dream cake and win a mini cake!

•  Middle of the Funnel (MOFU)

Share testimonials from happy cake-eaters.
Post videos of cake tastings, flavor comparisons, or Q&A about your cakes.
Showcase special cake designs or seasonal offerings (e.g., Mother’s Day cakes).

•  Bottom of the Funnel (BOFU)

Offer discounts on custom orders for a limited time.
Post a simple ordering process with clear prices and delivery options.
Highlight limited-edition cakes to create urgency (“Only 10 of these custom cakes this month!”).

Lets assume you are a financial literacy coach:

• Top of the Funnel (TOFU)

Post educational reels about common money mistakes.
Share relatable money memes and quick financial tips.
Host a free live Q&A on “5 Money Traps That Steal Your Profits.”

•  Middle of the Funnel (MOFU)

Post stories of clients who went from broke to managing their money well.
Offer a free downloadable resource, like “10 Ways to Stretch Your Income as a Small Biz Owner.”
Share a case study of how you helped someone triple their revenue.

•  Bottom of the Funnel (BOFU)

Post a limited-time offer for 1-on-1 coaching slots.
Share a link to book a discovery call with you.
Offer a discounted group coaching session for small businesses this month.

Why does it matter for your small business?

Because most of your potential buyers aren’t ready to buy today.

They’re like that shy person at a party who needs a few drinks before they dance. If you don’t have a system that slowly warms them up, you lose them.

A funnel helps you do exactly that – warm them up, one step at a time.

Whether you’re selling cupcakes or coaching services, you need a funnel to consistently move people from curious to converted.

So, next time, don’t let the word “funnel” intimidate you. It’s just a structured way to sell smarter, not harder.

If you forget everything else, remember this:

Your funnel is simply the collection of steps, media or content your potential customer has to walk through before they become fully convinced to buy what you are offering.

That’s what i call your customer’s journey.

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Your ever-persistent Musomesa,
Reagan Kawuma
Founder, MentrX