WTF is a marketing funnel?

And why do we like to make this harder than it needs to be?

Half the time someone says “funnel,” a marketer somewhere (me) opens a tab to Google “what is TOFU again??” The marketing funnel isn’t sacred. It’s just a way to map how people go from “who the hell are you” → “shut up and take my money.” And yet… we’ve overcomplicated it with acronyms, diagrams, and vibes-only decks.

So, let’s break it down. In plain human. For the girlies in the back (also me.)

TOFU (Top of Funnel) – AWARENESS

You're just trying to get noticed. Not sell. Not pitch. Just… show up in the feed and not be boring. A little wink, a small flirt, a bright red lip at the party. This is where you date around. You’re mysterious. Cool, even.

Think: Scroll-stopping social ads, memes, PR chaos, "wait who is this brand and why do I suddenly love them?"

Hot tip: Buy the impressions that actually matter, not just the cheap ones. Because being forgettable is expensive, darling.

MOFU (Middle of Funnel) – CONSIDERATION

Now they know you. But do they trust you? This is the second date. The “so what do you do for work?” stage. You’re giving value, answering questions, making them feel seen.

Think: Emails, how-to videos, comparison charts, behind-the-scenes, “why we exist” rants.

Goal: Right audience. Right message. Right creative. Right vibe. (It’s not that deep, but it is that intentional.)

BOFU (Bottom of Funnel) – CONVERSION

Okay now it’s time. You’ve done the dance. They’re warm. They’re curious. They want the link. This is where you stop flirting and make it easy to buy, book, or sign up. No riddles. No cryptic UX. Just... yes.

Think: Product demos, free trials, strong CTAs, “last chance” emails, smooth checkout flows.

Don’t drop the ball now, babe. Make the moment seamless. The perfect first kiss under a starlit night (or whatever).

The funnel's a great starting point, but IRL people are messy.

Funnels aren’t linear. People bounce around. They see your ad, forget it, stalk your IG, open an email from 2022, then convert via a meme three months later. So don’t treat the funnel like a straight line… treat it like a content sorting system.

To be an effective marketer, you don’t need a PhD in funnel theory. You do need common sense, a little understanding, and the audacity to keep it simple, stupid. So, be clear, be intentional, and PLEASE have some fun with it honey! You are dating after all.

-Sophie Randell, Writer