There are two outcomes to any marketing funnel. Either the lead purchased the product you had for sale\u2026 or they didn\u2019t.Today I want to talk about those customers who chose not to buy from you, despite having gone through an excellent, carefully structured nurture sequence \u2014\u00a0and why you shouldn\u2019t write them off quite yet.Let\u2019s begin by looking more closely at what going through your funnel looks like from their perspective.What It\u2019s Like to Not Buy From YouMaybe they found one of your blog posts via a Google search or a friend shared it on Facebook. Maybe they were up at 2am looking for the solution to their biggest business problem and encountered a PPC ad.Regardless, they found an opt-in magnet somewhere on your website that led them to opt-in sign up for your email list.For this example, maybe they\u2019re struggling with copywriting and downloaded a checklist you had available. It promised them the most persuasive blog post headlines from the last decade all compiled in one PDF.After getting their download they were enrolled in a relevant 90-day marketing funnel.They went through your hero\u2019s journey nurture sequence and learn a little about you, a little about the solutions your products offer, and then were asked if they\u2019d like to buy your Ultimate Copywriting Power Class, written specifically for new copywriters.You did all the right things in the right order, so why might they decide not to buy?At first glance it certainly seems like a fit \u2014 they indicated they were interested in copywriting help when they downloaded that particular opt-in magnet, and maybe they even stayed engaged throughout a significant portion of the funnel.Ultimately, though, they didn\u2019t purchase the class. Why not?Most likely, their reason falls into one of three categories:PriceTopic NicheSkill LevelSince we know that price objections really just mean you haven\u2019t done a good job of communicating value, let\u2019s talk for a moment about the other two.When this fictional lead signed up, they chose to download an opt-in magnet specifically related to blogging and specifically related to headlines. That means a general copywriting course may be way too big or general of a topic for their needs.Maybe a better product for that person would be an intro to blogging course, or a ebook on writing better headlines. This mean there is a topic niche mis-match that led them not to buy.Alternatively, the class we pitched was \u201cThe ultimate copywriting power class for new copywriters.\u201dBut what if they’re not a new copywriter?Maybe they\u2019ve been copywriting for 5+ years \u2014 they were just looking for some new headline ideas. That means your class was targeted below their current skill level. You\u2019d be better off offering them an intermediate or advanced level class.In either case, it doesn\u2019t mean that lead isn\u2019t interested in purchasing from you. It just means they aren\u2019t interested in purchasing that specific product from you.Which is why it\u2019s so important that you follow up with them, even after they fail to buy.Where To Go From Here: Building the Next Step In Their ExperienceAfter you initial offer, it\u2019s a good idea to give them a break from marketing-focused content. Instead, move them over to your regular weekly newsletter for a few weeks, so that they receive updated, new content, live.When they click through on something, it\u2019ll be clear to them that they\u2019re getting your latest work.After leaving them on your newsletter list for a few weeks, it\u2019s time to figure out what funnel or product makes sense for them next \u2014\u00a0and the best way to figure this out is just to ask them.We can either do this literally or figuratively.So we might send them an email that asks them, \u201cAre you interested in blogging? Click here. Are you interested in sales page copywriting? Click here.\u201dOr we might send them an email with a few additional opt-in magnets or links to a few articles that are clearly targeted at a specific topic and then infer what they\u2019re interested in by which posts or downloads they choose.Either way, their actions in response to that email will determine which funnel you want to enroll them in next.This second funnel should be for a different product than the first product we pitched them on. It\u2019ll likely last a week or two \u2014 and if they still don\u2019t purchase, it may try sharing additional testimonials or offering them a webinar.Looking at the Big Picture: Your Funnel RoadmapUltimately, it may take a few funnels before we \u201cguess\u201d right and find the perfect product for any one specific customer. The better your automation sequences, the fewer it will take \u2014 and over time, your goal should be to evaluate what\u2019s working and what\u2019s not, and to improve.Initially, you\u2019ll likely need to make some educated guesses, but as data comes in, you can refine the process.One important note however \u2014\u00a0you don\u2019t want to be selling to someone all the time. So be sure to including \u201cbreaks\u201d in your automation sequences, between funnels. During those breaks your contacts can receive your regularly weekly newsletter or other updated content, but they should get a break from all sales-related content.What If You\u2019re Not There Yet?Don\u2019t have several products or funnels quite yet? That\u2019s okay \u2014\u00a0everyone starts somewhere.While obviously your process won\u2019t be optimized for every user, you can push them through the funnels you DO have in whatever order makes the most sense, even if it isn\u2019t necessarily responsive to their specific needs.It\u2019s always better to offer something than nothing; it\u2019s just a less tailored approach.How many funnels do you have? Share a little about your email marketing nurtures in the comments!