Breaking Down a $1.6 Million Info Product Funnel

Davie Fogarty generates over $1.6 million every month with his mentorship program, proving that a well-structured info product funnel can deliver astonishing results. In this post, I’ll break down his entire funnel step by step, covering the strategies, tools, and systems he uses so you can apply them to your own creator or coaching business.

Whether you're a content creator building an info product or a coach scaling from $10K to $100K per month, this guide is packed with actionable takeaways.

Who Is David Fogarty?

David Fogarty, the founder of Oodie, a wearable blanket company, has driven over $600 million in e-commerce sales. Unlike many so-called "gurus," Fogarty has a proven track record and deep industry experience. His mentorship program focuses on e-commerce owners, making him highly credible and sought after in the space.

1. The Foundation: Content That Converts

The starting point of David’s funnel is his content engine. Fogarty creates a constant stream of high-quality, evergreen content on platforms like YouTube, TikTok, and Instagram.

Why Evergreen Content Works:

• Long-Term Value: Videos remain relevant for years, continuously attracting new leads.
  
  

• Lead Generation: Each piece of content promotes his offers, such as his free e-commerce course, Discord community, and mentorship program.

For example, in one YouTube video with 18,000 views, he promotes multiple resources:

• Free Skool Community

• The Daily Mentor

• Free Discord Community

His content ecosystem directs traffic to various funnel entry points, ensuring he captures leads at all levels of interest and experience.

2. Entry Points: Free Resources That Qualify Leads

• Free Discord Community

David uses his Discord server as a starting point for prospects. When users join, they go through a qualification process that asks about their e-commerce experience and collects their email addresses.

Why This Works:

• It segments the audience into beginners and advanced users.

• The email capture allows further nurturing through automated sequences.
  
  

• Free Skool Community

David’s Skool community, with over 51,000 members, is a key funnel component. It serves two purposes:

• Educating Beginners: Offers free video content and case studies on launching and scaling e-commerce stores.
  
  

• Nurturing More Advanced Users: Builds trust and positions his mentorship as the logical next step.

Skool provides immense value upfront, ensuring members associate Davie with quality education and results.

• Webinar Funnel

Fogarty’s webinar, accessible via his website, collects emails and educates viewers on his e-commerce strategies. While straightforward, it plays an essential role in nurturing leads and driving them deeper into his funnel.

3. The Email Sequence: Nurture and Qualify

David captures emails through his Discord, Skool, and webinar funnels. Once inside the sequence, leads receive:

• Case Studies and Testimonials: Proof of results builds trust.

• Insights and Tips: Keeps the audience engaged and positions him as an expert.

• Direct Mentorship Pitches: Gradually introduces The Daily Mentor program to qualified leads.

Automated email sequences are critical for nurturing prospects and converting them into paying clients.

Tools You Can Use:

• ActiveCampaign

• ConvertKit

• GoHighLevel

4. Paid Ads: Scaling Reach

David complements his organic content strategy with paid ads. His ads fall into three categories:

1. Direct Call-Out Ads: Address the target audience (e.g., "1M+ e-commerce brands").

2. Storytelling Ads: Share his journey and success to build credibility.

3. Apply Now Ads: Drive traffic to his mentorship application page.

Example:

A storytelling ad highlights how David scaled his e-commerce brands to $600M, making viewers want to learn from his expertise.

To analyze the ad copy and targeting strategies, check out his Facebook Ad Library.

5. The Core of the Funnel: Daily Mentor Landing Page

Everything in David’s funnel—Discord, Skool, webinars, email sequences, and ads—drives traffic to his Daily Mentor landing page.

Key Features of the Landing Page:

1. Target Audience Call-Out: "For e-commerce brands making $1M+ per year."

2. Value Stack: Demonstrates how mentorship provides $80K worth of expertise for $2,490/month.

3. Case Studies: Highlights successful mentees to build credibility.

4. Mentor Access: Promises one-on-one guidance from nine-figure e-commerce experts.

The page is built on Framer, showcasing clean design and seamless navigation.

6. Qualifying Leads with HeyFlow

Once prospects click Apply Now, they complete a HeyFlow-powered questionnaire to qualify for the mentorship program.

The Qualification Process:

1. Initial Screening: Questions about their e-commerce brand and revenue.

2. Segmentation:

   • Leads earning under $1M/year are redirected to join the free Skool community for further nurturing.

   • Qualified leads (earning $1M+/year) proceed to the next step.

3. Contact Information: Captures email and phone details for follow-up.

This step ensures only high-quality leads enter the mentorship pipeline.

Closing the Sale: The Pre-Call Sequence

Qualified leads are funneled into a pre-call sequence, where a setter contacts them to:

• Qualify them further.

• Confirm their interest.

• Schedule a call with Davie himself.

The call focuses on understanding the prospect's needs and showcasing how The Daily Mentor can deliver results. With over 680 members paying $2,490/month, the mentorship program generates substantial recurring revenue.

How You Can Implement These Strategies

1. Build a Personal Brand

Your brand is the foundation of your funnel. Share your expertise through consistent, high-value content on platforms like YouTube, TikTok, and Instagram.

For storytelling tips, read How to Use Storytelling to Sell Your Online Offers.

2. Use Multiple Entry Points

Leverage free resources like:

• Discord Communities

• Webinars

• Skool Groups

These entry points allow you to capture and nurture leads at different stages of the buyer’s journey.

3. Qualify Leads with Automation

Implement tools like GoHighLevle or HeyFlow to pre-qualify leads and ensure only the most relevant prospects move forward.

4. Optimize Your Landing Page

Focus on:

• Clear Value Propositions: Highlight the transformation you provide.

• Case Studies: Use testimonials to build trust.

• Strong CTAs: Guide prospects toward the next step.

Conclusion

David Fogarty’s $1.6 million/month funnel showcases the power of a well-designed system. By combining organic content, free resources, email nurturing, paid ads, and a streamlined qualification process, he creates a scalable, high-converting funnel.

You don’t need to replicate his exact funnel, but you can apply these principles to your own creator or coaching business:

1. Build a personal brand through valuable content.

2. Create multiple lead entry points.

3. Nurture and qualify leads with automation.

4. Close high-ticket clients with a clear value proposition.

Looking To Build or Refine Your Info Product Funnel?

Schedule a free 1:1 strategy call to map out your high-converting funnel. Whether you’re launching an info product, mentorship program, or online course, we'll help you design a system that will help you scale to $30,000-50,000 in monthly revenue.