The Santa Barbara Web Design and Marketing Blog

In the vast and ever-evolving world of digital marketing, it’s easy to become overwhelmed by the amount of information, the need for technical skills, and the seemingly endless cycle of “failures” before success. Many entrepreneurs, marketers, and small business owners dream of hitting that magic milestone—a million dollars in sales, a six-figure launch, or a viral product that changes everything. But too often, this dream stalls out not because the ideas are bad or the technology is faulty, but simply because persistence falters long before success arrives.

Today, I want to share a story and a set of insights that can reshape how you approach online marketing and the challenge of building successful sales funnels. This story is rooted in the experiences of Steven J. Larson, formerly of ClickFunnels, and the data uncovered through thousands of real-world users striving for their breakthrough.

The 7 to 34 Funnel Principle: Why Success Rarely Happens on the First Try

Steven J. Larson is a name you may have come across in digital marketing circles, particularly if you’re familiar with ClickFunnels, a leading platform for building sales funnels and automating online sales. One of the game-changing insights Larson shared was the result of studying the actual experiences of ClickFunnels users over time.

What they found was both eye-opening and, in some ways, sobering: Of all the customers trying to build funnels that generated a million dollars in revenue—what we might call a “million-dollar funnel”—most didn’t reach that mark on their first, second, or even tenth attempt. Instead, the data showed a pattern: It typically took between 7 and 34 different funnels before a user hit that magic number. In fact, a significant concentration found success on their 11th try.

Let’s unpack why this lesson is so important, and how you can use it to your advantage in your own entrepreneurial journey.

Funnel Failure Is Practically Guaranteed (at First)—But That’s Not a Bad Thing

The word “failure” often stops us in our tracks. It’s loaded with shame, disappointment, and the very human fear of not being enough—smart enough, skilled enough, lucky enough. But what if I told you that the first—even the fifth or tenth—funnel that fails isn’t a sign that you’re on the wrong course? Instead, it’s a sign that you’re precisely where you need to be on the journey.

Larson’s data teaches us that failure is not just a possibility; it’s almost an inevitability. The first funnel—the meticulously designed, carefully researched campaign—will very likely flop. The same can be said for your second, third, and possibly your tenth funnel. Does that mean you should give up? Absolutely not. Why? Because the process is designed for learning, not instant perfection.

Iterative Improvement: The Secret of Funnel Success

Let’s use a simple analogy. If you were learning to ride a bike, would you throw in the towel and never try again after your first (inevitable) fall? Of course not. You’d evaluate what went wrong. Did you wobble when you tried to turn? Did you go too fast or too slow? Did you lose balance when you looked over your shoulder? With each attempt, you’d make adjustments. Pretty soon, those failed starts would lead to smoother, more balanced rides. The same principle applies to sales funnels and online ventures.

With every funnel you build, you learn:

- Which headlines grab attention (and which fall flat)

- What price points your audience finds attractive or off-putting

- Where the technical snags appear (broken links, confusing layouts, slow load times)

- How your email follow-up resonates (or doesn’t)

- What kind of offers push people to pull out their credit card

Every “failed” funnel, then, isn’t just a setback. It’s a rich source of data. It’s feedback from your real market. It’s the next step in your ongoing experiment.

Perseverance: The Defining Trait of Million-Dollar Marketers

You might ask, “If failure is inevitable in the early funnels, what separates those who ultimately succeed?” The answer is simple: perseverance.

Those who make it to the million-dollar mark with their funnels aren’t necessarily more talented, connected, or well-funded—they’re the ones who don’t give up. They’re relentless in their pursuit. Sure, the 1st, 3rd, 7th, or even 20th funnel may not make a splash. But with each iteration, they get smarter. They get faster. They get more in tune with their market.

The belief that the system works—the understanding that the technology is sound, the strategy is proven, and it’s only a matter of refining their execution—fuels them to keep moving forward. And so they do, again and again, until that breakthrough happens.

How to Adopt a Perseverance Mindset in Your Marketing Journey

If there’s one lesson to take from Steven J. Larson and the experience of thousands of successful funnel builders, it’s this: Don’t stop. Don’t judge your potential based on your first attempt. Instead, approach each funnel as a learning opportunity. Here’s how to operationalize that perseverance:

1. Shift Your Definition of Success

In the early stages, “success” shouldn’t just be about dollars in the bank. Instead, focus on:

- Collecting data on audience behavior (heatmaps, click-throughs, bounce rates)

- Learning which messages spark curiosity and action

- Understanding where your funnel leaks (and where it converts)

- Building your list, even slowly

- Getting quality feedback from prospects

If you treat each funnel as a stepping stone—regardless of the immediate sales outcome—you’ll stay engaged and motivated.

2. Plan for Multiple Iterations

Rarely does an overnight success actually happen overnight. More often, it’s the 11th try—after ten “failures”—where the stars align. So, when setting your goals and budgets, plan for the long haul. Allocate time, money, and emotional bandwidth for at least a handful of funnel launches. Expect to adjust as you go.

3. Ruthlessly Analyze Each Launch

After each funnel rollout, measure everything. Look at the data closely. Where did the user experience break down? At what step did most visitors drop off? Which emails went unopened? What offers went unclicked? Even if you only have a handful of conversions, those are clues to what can be improved.

4. Don’t Be Afraid to Pivot

Maybe your core offer is solid, but the positioning is wrong. Perhaps you aimed at the wrong segment of your market. Flexibility is key. While you want to be persistent, you also want to stay agile. Use feedback to pivot your message or tweak your offer. Sometimes that single, well-informed pivot is all you need to go from zero to breakthrough.

5. Stay Connected to a Community

Entrepreneurship—and especially digital marketing—can be lonely and discouraging when things don’t click. Engage with forums, masterminds, or training groups so you’re not facing setbacks in isolation. You’ll find support, inspiration, and perhaps your next winning idea.

The Role of Systems and Technology: Trust the Process

One of the comforting angles in Larson’s data-backed story is this: The process itself works. The technology is sound. ClickFunnels, and similar platforms, provide all the technical infrastructure you need to succeed online. But tools are only as effective as the hands that wield them.

This is why perseverance is so critical. The tools cannot guarantee your message will instantly land, but they can guarantee that you can iterate rapidly and measure precisely. Trust the process—because it has worked, and continues to work, for thousands of others willing to put in their reps.

Learning With Each Funnel: Key Lessons to Extract

What can you expect to learn with every new funnel you launch? Here are specific lessons that accumulate over time:

- Customer Psychology: You gain increasing insight into what your market wants, fears, or dreams about.

- Copywriting Skills: The more sales pages or emails you write, the more you hone your persuasive messaging.

- Offer Crafting: You learn what combinations of products, bonuses, and guarantees make your offer irresistible.

- Technical Mastery: Each build makes you faster and more resourceful with the tools.

- Analytical Prowess: You become more skilled at dissecting reports and analytics, separating noise from actionable signals.

- Testing and Optimization: Each funnel is a chance to split-test headlines, CTAs, pricing, or design elements.

- Resilience: Most importantly, you learn how to handle setbacks, adapt, and move forward—a skill that transcends marketing and becomes useful in every area of life.

Why You Should Celebrate Small Wins Along the Way

Don’t wait to hit a million dollars to celebrate. Each corrected headline, improved conversion rate, or positive comment from a customer is a win. Celebrate the wins—however small—to fuel your motivation. A string of small, consistent improvements is what builds monumental successes.

How I Can Help You on Your Funnel Journey

After three decades as a marketing and web consultant, and years spent training businesses and individuals across platforms, I know that the difference between “almost” and “made it” often comes down to mindset and coaching more than technical know-how. My mission is to support you—not just in building the nuts and bolts of your websites or automations—but in fostering the resilience and determination you need to stick with the process.

Whether you’re just sketching your first funnel or nursing your wounds after your fifth campaign fizzled, remember: You likely still have a few more pivots to go. That next funnel might be the one—or it might bring one more crucial lesson you’ll need for your eventual breakthrough.

Next Steps: Embrace the Funnel Builder’s Journey

So, the next time you hear stories of effortless success and instant riches in digital marketing, remember the reality: It usually takes 7 to 34 tries. Your first “failure” is literally just step one. Your tenth “failure” could be the final step before your breakthrough.

Approach each funnel with curiosity, commitment, and a willingness to learn. Rely on your systems, trust proven technology, and—most importantly—refuse to give up. Because somewhere between the 7th and 34th funnel, you’ll gain more than just revenue—you’ll gain mastery.

Final Thoughts

Every marketer—and every entrepreneur—wants a shortcut. But while the tools are better than ever, and the coaches more accessible, the single biggest variable remains you: your persistence, your resilience, and your willingness to learn from what others would call “failure.”

If you need an ally, a guide, or just a sounding board for your next funnel, that’s what I’m here for. Together, let’s keep building, adjusting, and pushing forward—until you reach your first (or next) million.

To your continued success: stick to it, keep going, and never forget—the winners are simply the ones who didn’t quit.