Spin it! The Death of the Funnel

Flywheel Marketing: Why Funnels Are Out and the Spin Never Stops

Alright, folks, let’s talk about the "flywheel," or as I like to call it, the wheel that never stops turning. If you’re used to old-school marketing, you probably picture a funnel, right? A big, loud, flashy thing where you jam as many people as possible in at the top, squeeze ’em through the middle, and hope they come out as customers at the bottom. Then what? You’re supposed to walk away? Thank you for your service, good luck with your product?

Flywheel marketing laughs in the face of that "funnel" nonsense. Instead of ditching your customers once they’ve paid, flywheel marketing makes customers the center of the show. You’re building a community, not checking off a to-do list. You’re keeping people so delighted with your brand that they keep coming back and bringing their friends. You’ve got the makings of a perpetual marketing machine, where momentum from happy customers keeps the thing spinning. Let’s dive in.

So, What’s Flywheel Marketing?

Imagine your customers as the VIPs of an all-access, backstage, lifetime-pass experience with you. They don’t just buy from you once and get shoved out the door. Flywheel marketing means you’re keeping them engaged, delighted, and occasionally wowed by new perks and offerings. They keep coming back because, hey, they’re having a great time, and why wouldn’t they?

But wait, there’s more. These happy folks spread the word because you’ve impressed them, not just sold to them. It’s like they’re at a concert where the vibe is so good they’re dragging friends along next time. That’s the heart of the flywheel – momentum. And this, my friends, is marketing on autopilot.

Why Does the Flywheel Outshine the Funnel?

Funnels are a one-and-done deal. You pour people in, cross your fingers, and hope enough come out converted. But in the flywheel approach, there’s no end point. The goal is to keep people circulating through your business as loyal customers and advocates, building relationships, brand loyalty, and recurring sales. You’re leveraging every interaction to make that wheel spin faster.

The flywheel model taps into three core phases: attract, engage, and delight. Each phase builds on the other, creating a self-sustaining loop that’s basically a referral-generating machine. So, not only are you keeping the lights on, but you’re also brightening up the place with new people—without shelling out for a whole new audience each time you launch a product.

Here’s How to Work the Flywheel Like a Pro

1. Attract – This is the initial nudge that sets the wheel in motion. Quality content is key. Maybe you’re sharing killer blog posts, hilarious TikToks, insightful YouTube videos, or email newsletters that subscribers can’t wait to open. People who find you in these ways start with a taste and get hooked. And, bonus, they’re happy to hand over their email to get more.
2. Engage – Once you’ve got their attention, keep it. This is where you build relationships. Send welcome emails that make people think, “Hey, I like this brand,” not “How did I end up on another mailing list?” Tailor your outreach to what brought them there in the first place—whether it’s coaching, courses, or those presets you’ve perfected. Think weekly newsletters, launch announcements, and even personal updates. Keep it relevant and consistent.
3. Delight – The last phase is all about making your customers feel like they’ve found something amazing and unique. If you’re a course creator, for example, automate your onboarding process so new students feel supported right from day one. Or set up a referral program so your loyal customers have even more reason to stick around. Make every interaction as smooth as possible and make sure they’re still loving the ride.

Real-Life Flywheelers: Marie, Phil, and Ellie

Take Marie Poulin, for example, the Notion queen with thousands of students in her course. Her flywheel is a well-oiled machine: YouTube content draws in curious newbies, free templates keep them engaged, and personalized onboarding makes sure her students don’t just learn Notion; they’re on her team for life.

Or look at Phil Pallen, a brand strategist who knows the importance of freebies and flawless onboarding. His subscribers have everything they need before they’ve even finished signing up. And Ellie Diop? She’s on a mission to help women build businesses with more offers than your favorite diner’s menu.

Flywheel vs. Funnel: A Better Business Model?

With flywheel marketing, you’re not constantly chasing new customers. The whole model is designed to be less of a sprint and more of a never-ending marathon where every mile makes the next one easier. The key is reducing friction. You know what grinds a flywheel to a halt? Terrible customer service, clunky payment portals, and those surprise fees that make people throw up their hands. But if you keep things smooth and add the right forces, your flywheel just keeps picking up speed.

Get Your Flywheel Going

Setting up a flywheel isn’t as daunting as it sounds. It’s about shifting your mindset from “How many can I get in?” to “How many can I keep happy?” Here’s the takeaway: a funnel is like a one-night stand, but a flywheel is a relationship. A good relationship with momentum keeps itself going. You delight your audience, they come back, they bring friends, and the wheel keeps spinning. And in the end, isn’t that what we all want—to keep the good times rolling?