The Ultimate TOFU-MOFU-BOFU Sales Funnel for Speakers & Coaches: A Strategic Blueprint
Struggling to Turn Speaking Gigs Into Sales? Here’s How to Make Every Stage, Webinar, or Podcast a Client-Generating Machine
If you’re a coach who can’t quite crack the code on turning public speaking opportunities into sales, it’s time to get strategic with the TOFU-MOFU-BOFU framework. Yes, I know it sounds like something you’d order at a sushi place, but stick with me.
TOFU-MOFU-BOFU stands for Top of Funnel, Middle of Funnel, and Bottom of Funnel—and it’s a game-changer for converting cold audiences into raving clients. Think of it like this: Big picture to details. The big picture is your audience’s dream results and the roadblocks in their way. The details (BOFU) are all about your specific solution and offer.
Now, imagine walking up to a complete stranger and saying, “Hey, I’ve got this killer 90-day program. It’s only $10K. Sign here and give me your card details.” What do you think they’re gonna say? Yeah, probably not something I can put in this blog post.
You can only start from where your audience is in their awareness of you and their problem.
I’ve stood on stages across the globe, facing audiences who didn’t know me from Adam. All their barriers were up. So where did I start? TOFU, of course. I’d kick things off with something like, “Hi, I’m Paul. I’ll tell you more about me as we go, but first— by a show of hands, would you love to make more money?”
This same strategy works just as well online as it does in the real world. It’s the ultimate speaking business funnel play to nurture your audience and guide them towards buying—without coming off like some shady used car salesman.
The result? More clients, bigger paydays, and an audience that’s already primed to say “yes” to your offer. Ready to master this? Let’s go!
The Power of Awareness-Based Sales Funnels: Why It Matters to Closing More Deals
Before we jump into the blueprint, let’s get one thing straight: your potential clients are at all kinds of awareness levels. Some have no clue they even have a problem, while others are actively hunting for a solution like yours. And let’s be real—they might’ve never heard of you until right now.
That’s where the TOFU-MOFU-BOFU framework comes in. It’s not just some fancy marketing jargon—it’s your strategy to meet your audience exactly where they are, build trust, and guide them smoothly down the path to saying, “Yes, I need what you’re offering.”
Why Most Speaking-to-Sell Strategies Fail to Get The Target Audience to Buy
Don’t Make This Fatal Mistake: Nail the TOFU-MOFU-BOFU Strategy
Here’s where most coaches blow it—they jump straight into their offer, completely ignoring where their audience is in their awareness journey. And that’s a fast track to getting tuned out or rejected.
But when you understand and apply the TOFU-MOFU-BOFU framework to your speaking strategy, you keep your audiences attention & trust. You’re no longer guessing; you’re meeting your audience exactly where they are and guiding them towards your offer with ease.
TOFU: Top of Funnel Speaking Strategy
Purpose
Build awareness and establish credibility without selling. Your audience might not even know they need a coach yet.
Speaking Tactics for TOFU
– Share relatable stories about common industry challenges
– Present eye-opening statistics about their industry
– Offer valuable, actionable tips they can implement immediately
– Focus on problem identification rather than solutions
Implementation Examples
1. Podcast Appearances
– Share your origin “Discovery of Your Solution” story
– Discuss industry trends
– Highlight common mistakes in your niche
– Offer one quick win
2. Free Webinars
– Address broad industry challenges
– Present research findings
– Facilitate audience self-discovery
– Plant seeds about deeper issues
Next Steps
– Direct to free resource
– Invite to join your community
– Subscribe to your newsletter
– Follow your social media
MOFU: Middle of Funnel Strategy
Purpose
Build consideration and showcase your unique methodology while establishing your expertise.
Speaking Tactics for MOFU
– Present case studies
– Demonstrate your Unique Core Model
– Share specific client transformation stories
– Offer deeper strategic insights
Implementation Examples
1. Industry Conferences
– Present your signature framework
– Share detailed case studies
– Offer workshop-style content
– Include audience participation exercises
2. Educational Webinars
– Deep dive into specific problems
– Show your problem-solving approach through your Unique Core Solution
– Present comparative analysis
– Offer solution-focused content
Next Steps
– Join your free challenge
– Book a strategy session
– Register for your masterclass
– Access advanced training
BOFU: Bottom of Funnel Speaking Strategy
Purpose
Convert interested prospects into paying clients through high-value presentations.
Speaking Tactics for BOFU
– Present your complete OFFER
– Address common objections & reframe them using stories
– Share detailed program structure
– Add urgency, and reasons to buy now
Implementation Examples
1. Private Workshops
– Detailed methodology breakdown
– Interactive problem-solving sessions
– Personalised solution mapping
– Direct application to their situation
2. Sales Webinars
– Present your complete system
– Share comprehensive case studies
– Offer exclusive bonuses
– Create urgency for action
Next Steps
– Apply for your program
– Book a sales call
– Join your high-ticket offering
– Access limited-time bonuses
Build A Funnel: Strategic Content Mapping Across Different Platforms
Podcasts (Primarily TOFU)
– Focus on storytelling
– Share industry insights
– Build general awareness
– Direct to low-commitment next steps
Webinars (TOFU to BOFU)
– Free value webinars (TOFU)
– Deep-dive training (MOFU)
– Sales presentations (BOFU)
Live Speaking (All Levels)
– Keynotes (TOFU)
– Breakout sessions (MOFU)
– Private workshops (BOFU)
The Multi-Touch Conversion Strategy to Maximise Speaking Opportunities
Build Your Signature Talk Library
1. Awareness-building presentation
2. Solution-focused workshop
3. High-conversion sales presentation
Create Strategic Transitions
– From TOFU to MOFU: Use curiosity hooks
– From MOFU to BOFU: Leverage urgency
– Always provide clear next steps
Implementation Checklist
1. Map your current talks to awareness levels
2. Create specific calls-to-action for each stage
3. Develop transition content between stages
4. Build follow-up sequences for each type of talk
Conclusion: Combine Live Speaking Gigs With Online Marketing Funnels for the Ultimate Funnel Strategy
The Real Key to Converting Through Speaking? It’s Not About Being Perfect
Here’s the deal: Converting through speaking isn’t about having a flawless script or delivering the slickest presentation. It’s about meeting your audience right where they are and guiding them naturally to the next step.
That’s the magic of the TOFU-MOFU-BOFU framework. Whether you’re speaking on a podcast, hosting a webinar, or owning the stage at a live event, this structure gives you the flexibility to:
- Build real, genuine connections with your audience
- Deliver value every step of the way
- Guide prospects naturally through their buying journey
- Convert more high-ticket clients without feeling pushy or salesy
When you use this framework, you’re not just giving a presentation—you’re creating a seamless journey that gets more clients to say, “Yes, I’m in.”
Your Next Steps
1. Audit your current speaking content against the TOFU-MOFU-BOFU framework
2. Identify which awareness stage most of your current speaking opportunities target
3. Develop or modify your talks to include clear transitions between stages
4. Create specific follow-up sequences for each type of speaking engagement. Think about lead magnets
5. Start tracking your conversion rates at each stage
The Best Coaches Don’t Just Speak—They Connect at the Right Level
Here’s a game-changer: The most successful coaches aren’t always the best speakers. (although delivery does matter). They’re the ones who understand their audience’s awareness level and know exactly how to address it. By taking a strategic approach to your speaking engagements, you’re not just inspiring audiences—you’re setting yourself up to genuinely transform lives through your coaching programs.
Take action now: Look at your next speaking opportunity and restructure it using this framework. Tune in to where your audience is in their awareness journey and shape your message to meet them there. Remember, your future clients are out there, waiting for what you have to offer—you just need to reach them where they are.
The end result? More offline & online sales.
