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Funnel Design
TOFU-MOFU-BOFU
Learning Outcome
6
Apply funnel thinking to real-life business examples
5
Recognize common mistakes in funnel design
4
Understand why different messages are needed at different stage
3
Identify what type of content fits each funnel stage
2
Explain how a funnel moves customers step by step
1
Understand what TOFU–MOFU–BOFU means in simple terms
WHAT IS TOFU–MOFU–BOFU?
TOFU–MOFU–BOFU is a simple framework that explains how customers move from not knowing about a product to buying it
It has three main stages:
TOFU (Top of Funnel)
1
Awareness
2
MOFU (Middle of Funnel)
Consideration
3
BOFU (Bottom of Funnel)
Decission
WHAT IS TOFU–MOFU–BOFU?
Real-Life Example (Gym Membership)
That’s a funnel
TOFU
You see an Instagram post:
“5 Easy Home Workouts.”
MOFU
You download their free workout plan
BOFU
They offer “Join Today & Get 20% Off.”
WHY TOFU–MOFU–BOFU IS IMPORTANT
Not everyone is ready to buy immediately
Guide Step By Step
- Loyal Customers
- Trust
Right Steps at Right Time = More Sales and Happy Customers
Sell Too Early
- Don't ask immediately
- People get irritated
Never Ask For Sale
- Answer doubts
- Build trust
TOFU – TOP OF THE FUNNEL
What Happens Here?
Content Types:
People don’t know your brand yet
Goal → Attract maximum relevant audience
Blog posts
Instagram reels
YouTube videos
TOFU – TOP OF THE FUNNEL
Example:
A skincare brand posts:
They are not selling
They are attracting attention
MOFU – MIDDLE OF THE FUNNEL
What Happens Here?
Content Types:
Free guides
Testimonials
Demo videos
Goal → Build trust & provide deeper information
“Should I choose this brand?”
MOFU – MIDDLE OF THE FUNNEL
Real-Life Example:
Skincare brand offers:
Now they collect your email
You are interested
BOFU – BOTTOM OF THE FUNNEL
What Happens Here?
Customer is ready to buy but needs final push
Goal → Convert
Content Types:
Limited-time discounts
Free trial
Customer reviews
BOFU – BOTTOM OF THE FUNNEL
Real-Life Example:
You receive:
“Flat 25% Off – Today Only”
Now you purchase
COMMON MISTAKES IN TOFU–MOFU–BOFU
No follow-up after purchase
Selling too early
No lead capture
Weak or same offer
Ignoring loyalty & advocacy stage
Summary
5
A strong funnel increases sales ,builds long-term relationships
4
BOFU converts interest into purchase
3
MOFU builds trust
2
TOFU attracts attention
1
Customers need different information at different stages
Quiz
Case studies and comparison content are most suitable for which funnel stage?
A. TOFU
B. MOFU
C. BOFU
D. Awareness stage
Quiz-Answer
Case studies and comparison content are most suitable for which funnel stage?
A. TOFU
B. MOFU
C. BOFU
D. Awareness stage
Funnel Design : TOFU-MOFU-BOFU
By Content ITV
