Let’s be honest—wrapping our heads around digital marketing can feel like trying to assemble IKEA furniture without instructions. We’re told to “post graphics,” “build a list” (whatever that means), and “grow our audience” in this vast, invisible place called the internet. But how do we know if our efforts are even reaching the right people? Worse yet, in our confusion, we risk sounding too pushy or—heaven forbid—salesy. Nobody wants to come across like a desperate snake oil peddler.
What we’re really longing for is a map. A guide. Something that helps us understand where to begin, what to post, when to post it, and how to know if it’s working.
Good news: that guide exists. It’s called the Sales Funnel—a step-by-step framework that maps out how people discover, engage with, and ultimately decide to buy from you. Whether you’re showcasing books, programs, or services online, understanding this journey can transform your marketing from a confusing guessing game into a clear, strategic path forward.
Now, if you’ve been around me for a while, you’ve probably heard the story about Billy.
He’s the fourth grader who wanted nothing to do with our classroom’s messy library project… until one day, we found him completely lost in a book about sharks. That moment taught me a lot—about curiosity, connection, and how people engage when things are organized just right. If you haven’t read the full story, you can catch up here.
Turns out, Billy’s journey is a beautiful example of how a well-built Sales Funnel works. And while I often talk about this in the context of Pinterest, the truth is, this framework applies to all your marketing. When you understand how the funnel flows, you’re not just throwing content into the void—you’re creating a clear path for the very people who need what you’ve spent years building: your books.
Awareness: The Overwhelm
At first, Billy wanted nothing to do with the library. It was messy, confusing, and he couldn’t see how any of it connected to him. That’s exactly where many potential readers or customers begin—with no awareness of who you are or what you offer. Your job at this stage isn’t to sell—it’s to gently get on their radar. A keyword-rich pin, a well-placed blog post, or a short social snippet can act like a friendly wave from across the room: “Hey, I’m here if you need me.”
Interest: A Second Look
Billy stuck around. He wasn’t actively engaged, but he was watching. Listening. Slowly getting curious. This is when someone clicks through to your content, browses your site, or signs up for your newsletter. They’re not ready to commit—but they’re paying attention. At this stage, your job is to nurture. Show up with clarity. Offer value. Let them know they’re in the right place.
Consideration: The Shark Book Moment
Remember when Billy vanished—and we found him deep into a book about sharks? That was his turning point. He’d found something that spoke directly to his interests. For your audience, this is when something clicks: a lead magnet, a compelling offer, a blog post that feels like it was written just for them. Suddenly, they’re not just looking—they’re considering what it might mean to work with you, buy from you, or keep coming back.
Conversion: I’m In
Billy didn’t just read the shark book—he kept showing up. He was invested. In marketing, this is when someone says yes: they buy the book, register for the event, hire you for a school visit. That “yes” isn’t random—it’s the result of all the earlier stages working in harmony.
Loyalty: Still Showing Up
Months later, the library was organized—but our connection with Billy didn’t stop there. He’d become part of the community. That’s the goal. Not just a single sale, but a reader or supporter who sticks around, tells their friends, and becomes part of your larger story. This is where real momentum lives.
By understanding the Sales Funnel—and pairing it with a story like Billy’s—you start to see marketing not as manipulation, but as invitation. A way to guide people from the chaos of too many choices to that one thing that feels just right: your story.
Here’s the thing: for most authors, terms like lead magnet, email sequence, or even sales funnel can feel like a foreign language. And when you’re already stretched thin—juggling writing, revising, promoting, and maybe even a day job—learning the “marketing stuff” just feels like one more thing.
So, we default to what feels doable: a quick post here, a random graphic there. We’re doing our best to stay visible, even if it feels like we’re shooting in the dark.
But here’s what I want you to hear: you don’t have to start from scratch. Like Billy’s shark book buried in a pile, you already have treasures—stories, blog posts, ideas, illustrations, events—you just need a way to uncover and organize them.
That’s what the Sales Funnel does. Like the Dewey Decimal System helped our classroom bring order to chaos, the funnel gives your marketing efforts direction. It shows you how to take the brilliant work you’ve already created and guide it toward the people who need it most.
And you don’t have to figure it out alone. Pin Lit is here to help.
Together, we can turn your digital “library” into a discovery zone—where curiosity grows, connections form, and your work truly gets the attention it deserves.
