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Issue 46 | 1 
2 | Funnel University
Some people swear by essential oils, while others remain 
skeptical. However, one thing no one can deny is the 
dramatic market growth essentials oils have had and are 
predicted to have in the coming years.
According to market research firm Statista, the global market 
value of the industry, which was assessed at $17 billion 
worldwide ($4.7 billion in the US) in 2017, is expected to 
climb to $27 billion ($7.3 billion in the US) in 2022. 
Clearly, people are experiencing benefits from these hotly 
debated oils, regardless of whether they’re proven in a lab 
setting or not. 
Personally, I say use whatever works for you. They’re natural 
and they smell nice, so what’s the harm?
Well, the controversy mostly stems from how the oils are 
marketed as providing medical benefits. 
Essential oils are not regulated by the Food And Drug 
administration, so such promises are technically out of 
bounds.
Yet, the success stories and advocates of essential oils can’t 
help, but express their belief in the power of these oils to aid 
with even the most serious of conditions.
An Inside Look At High-Traffic Funnels In The 
17 Billion Dollar Essential Oils Market 
MEET YOUR FUNNEL U PROFESSOR
MIKE SCHAUER
FOUNDER OF SWIPED.CO, THE FUNNEL COPY HACKER
In 2014, while working full-time as a freelancer, Mike found himself
immersed in an unexpected side project. As someone who provided design
and copywriting services, Mike was shocked to discover that although there
were an infinite number of design galleries online, not one site provided inspirational examples for
copywriters and online marketers. After organically gaining the attention of the biggest names in
the copywriting and online marketing world (like Russell Brunson), his website, Swiped.co, has gone
on to become the #1 resource for people who want to learn from proven marketing campaigns and
understand the psychology of why they work.
Unlike most experts, Mike learns and teaches 100% via reverse-engineering and pattern recognition.
His content rule is this: for every point he makes, he has at least one example to go with it.
Impressed by his funnel-hacking-friendly methodology, Russell instantly clicked with Mike and since 
then, Mike has become the top Funnel University contributor, back by popular demand.
Issue 46 | 3 
And it’s this raving enthusiasm that has led DoTERRA and 
Young Living, the two biggest essential oils companies, to 
become billion dollar businesses.
In 2018, DoTERRA reported that they distribute their oils to 
offer 5 million customers!
Their reach is very impressive, but as successful as these two 
companies are, we won’t be focusing on them in this issue 
and that’s because they’re customer acquisition is primarily 
based on multi-level marketing.
I have nothing against MLM if that’s something you’re 
passionate about. However, these companies don’t directly 
run the type of direct-response funnels that we love to study 
and learn from. Instead, they mostly rely on their massive 
network of motivated sellers.
So, I set out on a market research journey to uncover top-
performing funnels from other brands that are dominating in 
the essential oils space.
The truth is, most of the more well-known brands simply use 
eCommerce storefronts. 
According to market research firm Statista, the 
global market value of the industry, which was 
assessed at $17 billion worldwide ($4.7 billion 
in the US) in 2017, is expected to climb to $27 
billion ($7.3 billion in the US) in 2022. 
4 | Funnel University
However, there is one company sending tons of Facebook 
ad traffic to a specific type of funnel for different essential oil 
products and that’s what we’ll be diving into today.
The “Free Bottle” Funnel That Gets 
Tons of Facebook Traffic
I’ve been seeing ads for these “free bottle” funnels for several 
months now and most every time I do, they usually have a 
significant amount of likes, comments and shares, which is a 
big indicator that they’re performing well.
The company behind these funnels is Vitality Extracts. 
They started in 2016 and their growth has exploded since, 
primarily due to Facebook advertising, word of mouth and 
overall solid marketing.
For instance, they promote incentivized referrals, have a 
loyalty program and actively use social media, reaching over 
1 million likes on Facebook.
For their first two years in business, most all of their traffic 
was driven directly to items in their eCommerce store and 
they still drive traffic to the store.
However, in late 2018, they started experimenting with 
funnels and now, the majority of their ad traffic seems to 
be directed to these funnels that offer you a free bottle of a 
particular essential oil blend. 
From the research I did, I found five different versions of the 
funnel or five different types of oil blends that they’re selling, 
in this way.
To spot the similarities, I went through two of these funnels 
and both of them (Hair Envy and Immunity) use the same 
exact formula, which means the others likely also follow this 
framework.
So let’s start to examine these from top and bottom and pull 
out as many takeaways as we can.
Hair Envy “Free Bottle” Funnel
The Facebook Ads
I spotted both of these ads in my newsfeed, which have the 
same copy with different photos and both have excellent 
engagement with thousands of likes and shares.
The headline reads, “How To Get Fuller, Stronger Hair In Time 
For The Holidays”.
This is a benefit-based “how to” headline (common on 
Facebook) that has time relevancy and a sense of urgency.
What’s beautiful about holidays is that they create a natural 
deadline, so if you can tie whatever you’re selling to that 
particular date, you suddenly have a more responsive offer.
What primarily drives the consumer, in this case, is the desire 
to look great and receive compliments at holiday gatherings.
What’s beautiful about holidays is that they 
create a natural deadline, so if you can tie 
whatever you’re selling to that particular date, 
you suddenly have a more responsive offer.
Issue 46 | 5 
It’s one of the only times of year for many people to see 
certain family so it can be a big deal for those wishing to 
present their best selves.
The body copy starts with an interesting fact that is delivered 
in the first person, “I was 1 of 30 million American women 
with Female Pattern Hair Loss (FPHL). For years, I experienced 
soul-crushing premenopausal and menopausal symptoms”.
What follows is a continuation of the narrator’s frustrating 
journey to conquer hair loss, which leads in perfectly with 
the page you’re sent to from the ad.
In terms of the photos, one depicts an older woman getting 
her hair brushed. I would assume that this photo was 
appropriately chosen with intent to target women of a 
similar age.
The other ad, however, shows a younger woman’s scalp with 
a strange green substance in it.
The idea with this photo is to appeal to a broader audience 
and build curiosity around what’s in her hair.
The Blog Post Style Advertorial
If you’re not familiar with advertorials, they’re usually 
articles or blog posts that are written with an intent to sell 
something.
Hair Envy Facebook Ad 1 Hair Envy Facebook Ad 2
6 | Funnel University
Hair Envy Blog Post Style Advertorial
An advertorial looks like editorial content, but acts like an 
advertisement. 
Advertorials have been proven to work very well with 
eCommerce funnels, particularly when it comes to 
storytelling.
Oftentimes, the most effective advertorials have narrators 
discussing their problematic experience and how a certain 
product solved it for them.
As I mentioned before, the Facebook ad copy ties right 
into the story, which has to do with looking good on 
thanksgiving.
The first paragraph brilliantly taps into these emotions 
saying, “I have a confession to make: I am totally jealous of 
my sister’s hair. We’ve always had a sibling rivalry going. But 
the reason I’menvious of her now is that she looks 10 years 
younger than me, thanks largely to her amazing hair. Did I 
mention she’s 8 years older than me??”
This then leads to thoughts of Thanksgiving being around 
the corner and it takes a turn when she talks of how she 
discovered her sister’s “secret” when she walked in her 
bathroom and found a bottle of Hair Envy.
From there, she breaks down the product, discusses the 
favorable results she’s experienced, followed by other 
testimonials and finally the offer to get a discount + one 
bottle free.
The Landing Page
This is an important next step to note because technically, 
they could send you right to a checkout page since the offer 
was already revealed.
Instead, you’re directed to this landing page, which basically 
acts like step #1 of the checkout process.
The objective is to continue to warm people up and sell 
before sending them to a straight order form.
Issue 46 | 7 
Hair Envy Landing Page
The page isn’t super long and is mostly testimonials 
combined with features/benefits (what the ingredients 
are, what you can expect etc.) and how their product is top 
quality (guaranteed purity). 
One of the biggest things to note on this page is that the 
page is designed for “above the fold”, which means whatever 
is in your browser window the second you enter a site.
The top of the page could essentially act on it’s own, which is 
important, particularly since the offer was already presented 
in the advertorial so many will take action without scrolling 
down.
Checkout Page
After entering your shipping information on the previous 
page and click “Rush My Order Now!”, you’re taken to the 
final checkout page.
The shipping information you entered is stored so all you 
have to do is enter your payment info.
This makes the checkout less intimidating as there aren’t as 
many fields seen at once.
There are a few psychological tactics used on this page, that 
I can’t say are true, but nonetheless are used with intent to 
boost conversions.
For instance, at the top of the page, it tells you how many 
bottles are left and below that, it tells you how many others 
are viewing the offer right now.
There’s also an excerpt that states, “Current Availability: LOW 
STOCK Sell-out Risk: HIGH”, with the word “high” blinking on 
and off.
These elements are all designed to create a sense of urgency.
The most important part of this page, in my opinion, is the 
way the product options are displayed.
In the article, Heather (the narrator), hinted that when she 
initially bought, she got 3 bottles.
8 | Funnel University
Hair Envy Checkout Page
So, when you get to the checkout page, the 3 bottles option 
is pre-selected with the per bottle price in bright pink and the 
total price minimized in black below it. 
This is a classic trick that has been used for a while in 
the supplement industry, where the per bottle price is 
highlighted so it feels like you’re paying less, even though the 
total transaction price is higher.
If you don’t choose the 3 bottle option, you can get 2 or 1 
bottle, with a free extra bottle for each one bought.
The goal, of course, is to get the customer to buy the 3 bottle 
option and they make an effort to increase the odds by 
making it the default choice, emphasizing the lower per bottle 
price and giving you extra free bottles.
Issue 46 | 9 
Upsell #1 (Lash Envy - $29.99)
There’s very little copy involved. In fact, the pages are 
designed to fit completely above the fold so you don’t have 
to scroll.
Normally, I would suggest to not skimp on copy, but these 
one-time offers are all about the discount.
The idea is to offer complementary products that require 
little additional explanation and are extra appealing because 
of the price and bonuses you get.
Every page has a two column layout where on the left side, 
there’s a product photo with a brief description of features/
benefits, emblems, the ingredients and mention of any 
bonuses.
Other than that, the bottom half of the page has some 
common checkout page elements like FAQs, a support line to 
chat with someone and more testimonials. 
Altogether, this is a really solid checkout page.
Upsell #1 (Lash Envy - $29.99)
In all of their funnels, there are two potentials. Everyone sees 
the same first upsell, but what happens after that depends on 
whether you buy the first upsell or pass on it.
If you pass on it, you get a downsell, but if you buy it, 
there’s a second upsell. 
All of the post-purchase pages are formatted the same exact 
way, with a similar type of offer.
10 | Funnel University
On the right hand side is the actual offer with the original 
price, discount price and what you save.
They also emphasize that there are no additional shipping 
charges, which is smart to note.
Although you can’t see it in the screenshot, the “Add To My 
Order” button actually pulsates to grab your attention.
Finally, there is a countdown timer at the bottom that starts 
at 10 minutes.
Downsell (Angel Rose Roll-On - $9.99) or Upsell 
#2 (Skin Envy - $29.99)
Usually when I breakdown a funnel, I’ll explore the route of 
not buying the upsells because more often than not, there 
are downsells and if you choose to buy the upsell, you simply 
don’t see the downsell.
However, in this case, I went down that route initially and 
afterwards found out that there is a 2nd upsell option as well. 
You just don’t see it if you pass on the first upsell.
Let’s proceed by breaking down the downsell first.
As you can see, it uses the same exact page format as the 
upsell, but with different colors and a different product.
The product is a roll-on facial toner called Angel Rose and 
compared to the previous $29.99 offer, it’s only one third the 
price at $9.99.
Downsell (Angel Rose Roll-On - $9.99)
Issue 46 | 11 
Because the appeal of Vitality Extract’s post-purchase offers 
are rooted in their discount pricing, the thought is, that if the 
customer passes on the $29.99 offer, it’s smart to offer them 
something that costs less.
On the other hand, if they do buy the first upsell, that’s proof 
that they have no problem spending that much, so the 
probability they’ll buy even more at that price is higher.
Legendary marketer Dan Kennedy has a saying he often 
repeats, “a buyer is a buyer is a buyer”. 
Some people are simply more likely to spend money, 
especially when they’re interested in a particular subject or 
type of product. 
With that said, the second upsell that you don’t see if you 
pass on the first upsell is for Skin Envy and the page and offer 
($29.99 for a bottle + free roller) are almost identical to the 
first upsell, except it shows that you’re getting 70% off versus 
60% off, which makes it slightly more appealing.
More than the offer and page layout, what’s worth analyzing 
from a big picture perspective, is what post-purchase 
products were picked to compliment Hair Envy.
Unlike the other funnel we’ll be looking at, all of the products 
in this funnel are beauty-based. The first upsell is a product 
for lashes (hair-related) and the other upsell and downsell 
are for your skin (also beauty).
 
Order Confirmation 
The order confirmation page uses a standard Shopify 
Upsell #2 (Skin Envy - $29.99)
12 | Funnel University
Hair Envy Order Confirmation Page Hair Envy Email Opt-In Offer
template where basic purchase info is displayed. The most 
unique thing on the page is how you can get order updates 
via Facebook messenger, which is done using an app called 
ShopMessage. They also have a link to contact them if you 
need assistance. 
Lastly, when I revisited the confirmation page at a later date, I 
noticed this email opt-in pop up to get 20% off my next order 
if I subscribe. This code must be for their store because I didn’t 
notice any coupon field on the checkout pages in their funnels.
Immunity “Free Bottle” Funnel
To really cement exactly what Vitality Extract’s strategy is, 
we’ll examine another very similar funnel, but fora slightly 
different type of product.
The product being sold is still an essential oil blend, but it’s 
more wellness-based than beauty-based.
In the earlier funnel, the focus was on beautiful hair and skin, 
whereas in this funnel, it’s about your health and how you 
feel.
The main product is an oil called Immunity. Let’s go through 
the entire sequence and spot the similarities and differences 
to the Hair Envy funnel.
The Facebook Ads
These are current ads running for their Immunity Oil. Once 
again, we see high engagement numbers, indicating that the 
ads have gotten significant exposure.
The ads are very similar in that they only have slight 
differences in terms of the photo and body copy.
There are a lot of things I like about these ads. Let’s start with 
this line, “Can You Imagine Never Getting Sick Again?”.
I love this because it’s not claiming the oil will prevent you 
from getting sick, but at the same time, it makes you imagine 
that it could. Bold and clever.
The second claim, which compliments the initial one, is that “Just 
3-5 drops of this essential oil daily can strengthen your immune 
system to combat cold, flu, sore throat...the list goes on”.
This idea is also echoed in the headline, “A Few Drops of THIS 
Issue 46 | 13 
Immunity Facebook Ad 1 Immunity Facebook Ad 2
Keeps The Doctor Away”.
Clearly, they are not being subtle, which will piss off skeptics, 
but for those that believe in essential oils, it hits the target.
Positioning this essential oil as a potential cure-all creates a 
lot of interest.
In terms of the photo, the diagram of the foot and what 
parts of the body each area relates to seems to be a winner 
for them.
It adds to the fascination and also provides a bit of value. 
Meanwhile, it doesn’t even directly relate to the oils 
themselves, only hinting that you might want to rub them 
on your feet.
The Blog Post Style Advertorial
Just like in the first funnel, the ads direct you to a blog post 
style advertorial.
The most important pattern to note right away is that the 
headline and intro are also based around current events.
The earlier one was in regards to Thanksgiving whereas this 
one talks about the 2019-2020 flu season.
The headline reads, “How To Prepare Your Family For 
A Record Setting Flu Season” followed by this opening 
paragraph...
14 | Funnel University
Immunity Blog Post Style Advertorial
“Hospital beds have already started filling up with patients 
experiencing high fevers, aching muscles, chills and sweats, 
severe fatigue and suffering other flu-like symptoms. The flu 
season is in full swing and is expected to last well into May of 
next year.”
They also use a shocking statistic that the “2017-2018 season 
killed nearly 80,000 Americans.”
Overall, the core emotion of this copy is FEAR.
In fact, it’s about our ultimate fear – the fear of dying, which 
obviously, can motivate people to take action.
One difference with this advertorial is that there’s no 
personal story, instead the author acts like a messenger 
delivering their research.
The rest of the copy is mostly about what’s in the oil and 
how it will benefit you.
What also makes the copy more emotionally effective is 
how it mentions family a lot: “How To Use Infinite Immunity 
Everyday To Protect Your Family”, “Simple, all natural way to 
protect yourself and your family”.
In summary, they use relevance/recency (the upcoming flu 
season) to create urgency, use shocking stats to motivate 
action and emphasize family to amplify the emotional pull 
even more.
In fact, it’s about 
our ultimate fear - 
the fear of dying, 
which obviously, can 
motivate people to 
take action.
Issue 46 | 15 
The offer presented is basically the same, except your bonus 
is a smaller, roller bottle versus a bigger bottle.
The Landing Page
The structure of the landing page is almost identical to the 
one for Hair Envy, but with different copy. The design and 
layout are 100% modeled after each other though.
The first interesting thing to note is how they use a photo of a 
woman in a lab coat, with a stethoscope, holding a clipboard. 
As I mentioned in the beginning of the issue, the controversy 
of essential oils mostly has to do with marketing of them as 
providing medical benefits.
In this case, we see Vitality Extracts using as many subtle, yet 
not so subtle ways to make Immunity essential oil feel like a 
medically backed solution, without overly implying that it is.
The photo of the woman in the doctor’s uniform is one 
example of that. Then there’s talk of it being a “natural 
replacement for over the counter medications”.
The intent is for someone to switch over to essential oils as 
their go-to long-term remedy.
We see hints of encouraging long-term buying behavior with 
phrases like, “stay healthy year round” and even in the name 
they use – Infinite Immunity.
In conjunction with the long-term theme, in order to encourage 
larger purchases, there is a lot of family usage mentioned like, 
“Keep your entire family healthy, happy and safe”.
There are also multiple photos used depicting parents with 
two kids.
Immunity Landing Page
16 | Funnel University
Immunity Checkout Page Upsell #1 (Pain Away - $39.99)
Checkout Page
The checkout page has almost an identical layout to the first 
one we saw, with only a few minor differences.
 • The colors are different.
 • They mention “Free Shipping + Easy Returns” 
 versus just “Free Shipping.
 • They have an orange button in addition to 
 the checkbox for each option.
 • Instead of having the product options priced at 
 $69.99, $59.99 and $49.99/each, the middle 
 is $49.99 and 3 bottle option is $39.99/each. 
 This could just be a test or might also correlate 
 with the fact that they’re including free roller 
 versus bigger bottles, making the cost lower.
Upsell #1 (Pain Away - $39.99)
The layout and design of the post-purchases pages are all 
the same as the ones from the first funnel we looked at.
The biggest difference with the first upsell, other than the 
product itself is that it’s $39.99 whereas the Hair Envy funnel 
used a $29.99 first upsell.
The product, Pain Away, an oil for pain relief and discomfort, 
is a perfect complementary product for their immune 
Issue 46 | 17 
support oil.
The immunity oil acts like a daily vitamin, where is the pain 
relief oil is only for certain situations.
The copy would probably be even stronger if they 
emphasized that connection and the idea that they act 
together.
Downsell (3 Pack Diffuser Bracelets Set - 
$14.99) or Upsell #2 (Energy - $39.99) 
If you pass on the pain relief oil, you’re directed to a downsell 
for a $14.99 bracelet set with three bracelets that are made 
to diffuse the essential oils.
This is the first time we see a product being offered that isn’t 
an oil. However, it’s worth nothing that besides oil, based 
on my research, the most popular items in their store are 
bracelets.
Finally, if you don’t pass on the initial upsell, there is a second 
one and it’s for another oil blend called Energy.
Again, we have two upsells where the prices are identical 
(both $39.99), except this one seems to be a smaller bottle 
that comes with a free roll-on bottle.
I think an energy blend is a good choice to go with the 
immunity and pain oil because neither the immunity or the 
pain specifically focus on having more energy. The immunity 
oil is about overall wellness and preventing sickness, the 
pain relief one is for specific situations and the energy one 
builds on the immunity oil, focusing more on performance.
Downsell (3 Pack Diffuser Bracelets Set - $14.99) or Upsell #2 (Energy - $39.99) 
18 | Funnel University
HOPE YOU ENJOYED THE ISSUE! 
HERE’S WHAT I’M UP TO WHEN I’M 
NOT WRITING THESE...
If you like my research and analysis style, this iswhat I do full-
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Look forward to connecting more with you outside Funnel U! 
Here’s my personal email (mike@swiped.co) if you have any 
questions, comments or just want to say hi :-) 
SWIPED.CO/FUNNELHACKERS
Issue 46 | 19 
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Issue 46 | 20