Curiosity-to-Conversion Funnel
Use valuable content to pull relevant people through measurable steps
- Difficulty
- Moderate
- Time to result
- ~months to results
- Steps
- 5
- Confidence
- 96%
The Curiosity-to-Conversion Funnel uses focused social content as the wide entry point to a narrowing sequence of actions. Publish valuable material around a clear area of expertise and actively engage the surrounding community. Some viewers become curious about the person behind the content and visit the profile. A smaller group reads further, visits the website, examines a specific landing page, and eventually buys. Each stage has fewer people but stronger intent. The method does not require every post to convert directly; it requires a repeatable path and enough volume at the top. By measuring views, profile visits, site visits, landing-page visits, and purchases, the seller can see where curiosity advances or disappears and improve the relevant transition.
Origin
Moore illustrates the funnel with his organic LinkedIn content and a Basics of Sales course.
Core principles
- 01The top of the funnel needs a large relevant audience
- 02Valuable focused content creates curiosity
- 03Each deeper action signals stronger intent
- 04Small conversion numbers compound through consistent repetition
How to run it
- 1
Create a relevant top
Publish useful content around a topic that clearly signals what you know and attracts a sizeable relevant audience.
Pro tip Use a consistent pure signal rather than unrelated viral material.
Watch out Large irrelevant reach weakens the funnel.
- 2
Activate curiosity
Be interesting and useful enough that some viewers want to learn who created the content.
Pro tip Engage with comments so attention develops into familiarity.
Watch out Do not assume passive publishing alone creates trust.
- 3
Build the path
Make it easy to move from content to profile, website, relevant offer, and purchase.
Pro tip Ensure every stage answers the question raised by the previous one.
Watch out A missing or generic next step leaks qualified curiosity.
- 4
Measure transitions
Track the number of people reaching each stage and identify the steepest avoidable drop.
Pro tip Compare rates over multiple posts rather than judging one day.
Watch out Do not mistake a small final count for failure when the process is profitable and repeatable.
- 5
Compound through repetition
Run the same focused process consistently so small daily conversions accumulate.
Pro tip Keep the offer aligned with the expertise demonstrated at the top.
Watch out Do not increase volume while ignoring a broken transition.
In the wild
Moore describes 4,000 people seeing a piece of content, 570 viewing his profile, 89 visiting his website, 16 looking at the Basics of Sales landing page, and four buying. Repeating that path daily also creates wider opportunities, including podcast invitations.
→ A small conversion rate becomes meaningful through relevant volume and repetition.
Common mistakes
Attracting a random mass
A wide funnel needs relevance; unrelated attention is unlikely to progress toward the offer.
Leaving the next step implicit
Curious viewers cannot advance when the profile, website, or landing page does not provide a clear path.
Is it for you?
Best for
It is best for experts and creators who can publish useful content consistently on social platforms.
Not ideal for
It is not ideal when the audience is irrelevant or there is no clear next step after the content.
From the transcript
“at the beginning of your sales funnel is create something that's going to attract a mass”
“you're providing a sense of gravity against a topic at the top of your funnel”
“you might have 4,000 people look at a piece of content 570 look at the profile then 89 go to my website 16 look at…”
From the episode
Richard Moore on The Laws of Selling