The 20/60/20 Funnel Formula

How To Turn Your Readers Into Customers With Content

Most new creators struggle to balance their content:

• ❌ Too much value-first content = no sales.

• ❌ Too much sales-first content = feels pushy.

The solution?

The 20/60/20 Funnel Formula

It’s a simple content mix that ensures your audience naturally progresses from “Who is this?” to “I need this.”

It looks like this:

• 20% ToFu (Top of Funnel) = Attract new readers

• 60% MoFu (Middle of Funnel) = Build trust

• 20% BoFu (Bottom of Funnel) = Create a path to purchase

This is the content strategy that moves readers from strangers to buyers.

Let’s break it down step by step.

20% ToFu: Give Readers A Reason To Care

Think of ToFu content as the hook.

You’re not selling yet — you’re starting a conversation.

Your goal is to talk about problems your audience faces before they’ve ever considered your solution.

• ✅ Bust common myths.

• ✅ Write about industry pain points.

• ✅ Share quick-win tips that hook your reader.

For example:

• “Why most newsletters fail (and how to fix yours)”

• “Think you need a huge audience to get sponsors? Think again.”

• “3 outdated marketing tactics killing your lead gen.”

This type of content keeps new readers coming in.

Without it, your audience will stagnate.

60% MoFu: Build Trust With Your Expertise

Most of your content should focus on helping your audience solve their problems.

This is where you show your expertise.

• ✅ Give step-by-step instructions.

• ✅ Offer practical advice that’s easy to implement.

• ✅ Share detailed frameworks, processes, and case studies.

Think of MoFu as small talk turning into a real conversation:

For example:

• “The $100K portfolio strategy I wish I knew 5 years ago”

• “How I wrote 100 posts with AI in 30 days (template included)”

• “The only 3 tools you need to 10x your productivity”

Trust takes time — that’s why 60% of your content should sit here.

20% BoFu: Create A Clear Path To Purchase

Now it’s time to invite readers to take the next step.

This is where you make your offer clear. Your readers already trust you. Don’t be afraid to show them how to work with you.

• ✅ Share proof of results.

• ✅ Highlight success stories.

• ✅ Make your offer simple and actionable.

For example:

• “Ready to monetize your newsletter? Here’s how to start.”

• “Want to write faster? The 30-Day Content Engine can help.”

• “Want to start a Premium Ghostwriting business in 2025? Here’s how to apply.”

Without BoFu content, your audience will love your advice — but never buy.

Why This Framework Works

Skip a stage, and your funnel breaks:

• All ToFu? You’ll get a big audience… but no buyers.

• All MoFu? You’ll have a small, loyal audience… who never converts.

• All BoFu? You’ll come off as pushy and salesy.

The 20/60/20 balance works because it matches how humans make decisions:

1. First, catch their attention.

2. Then, show them your value.

3. Finally, invite them to invest in themselves through you.

Turn the 20/60/20 Framework Into 7 Days of Content (With AI)

Here’s a simple prompt that turns this framework into a content machine.

Copy it, customize it, and you’ll never run out of ideas again.

Here’s how it works:

1. Pick a general topic you want to write about.

2. Define your target audience.

3. Choose how many posts you want to create.

Enter this information into the prompt (you can use ChatGPT or Claude to run it), and the prompt will calculate the right mix of content types (based on the 20/60/20 framework) and generate hook templates for each post.

For example:

Let’s say your target audience is full-time employees who want to start a newsletter, and you want to post 1 LinkedIn post per day for 7 days.

You’ll get:

• 2 ToFu posts

• 4 MoFu posts

• 1 BoFu post

Here’s the prompt: