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Issue 52 | 1 
2 | Funnel University
As the Coronavirus continues to keep people indoors 
and steered away from large crowds, some things never 
change, especially anything related to our survival. 
No matter what happens, we still have to eat, sleep and stay 
hydrated. Sleep and water may not be so difficult to get, but it 
seems like even a small grocery run these days is a mission of 
grand proportions. 
Do I have my mask? Should I wear gloves? What time and 
day should I go so I can get everything I need? Will I have to 
wait a long time in line? Should I clean my groceries when I 
get home? 
These are questions many of us have asked ourselves at 
one point during the pandemic, especially in the beginning 
stages. 
With that said, when frustrations arise, so do new business 
opportunities. 
If people aren’t enthusiastic to go shopping at the local 
supermarket, they’re apt to look for other options and this 
means getting food shipped to the house in whatever way 
possible.
Many of my neighbors are taking advantage of Amazon’s 
free Whole Foods delivery service and there are multiple 
services out there like Mercato, Instacart, Uber Eats and 
DoorDash.
Food Delivery Funnels
Inside The Funnels Of 3 Successful Businesses 
Making Millions Shipping Food 
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 52 | 3 
However, in this issue we’ll be focusing specifically on 
businesses that aren’t delivering food from grocery stores or 
restaurants, but shipping food to you from their facilities.
The first company we’ll be focusing on is, based on my 
research, the #1 food delivery advertiser online right now. 
They are very savvy marketers and have several interesting 
tricks up their sleeves that I’ll share.
The second business we’ll look at is kind of like food delivery, 
but they cleverly call it “Farm Delivery”. They were on Shark 
Tank and seem to be doing very well.
Finally, I’ll show you a local Canadian business that usually 
requires you to meet with one of their representatives in 
person, but had to go virtual because of the pandemic. 
They’ve been around since 1991 and it’s clear that they’ve 
built their business on long-term customer relationships.
Now, let’s dive in!
...When frustrations arise, so do new 
business opportunities. 
Funnel #1: 
Wild Alaskan Company – The #1 
Food Delivery Advertiser Online
Wild Alaskan Company is the brand that inspired this issue 
because I was seeing their ads EVERYWHERE. They advertise 
on native ad networks, Facebook, Google etc. I was inspired to 
investigate. What I found is that for a seafood delivery business, 
they’re surprisingly savvy with their marketing and business 
operations.
The Ads
Let’s start with their native content ads. These are the type of 
ads you’ll see show up at the bottom of articles or blogposts 
as paid suggestions. Below are three top variations of these 
ads that Wild Alaskan Company is currently running.
The headlines are Seafood Caught In America Delivered To 
Your Door This Spring and Eat Clean in 2020 – Wild Caught 
Fish To Your Door.
Native Content Ad Comparisons
4 | Funnel University
As we can see from these two headline examples, they find it 
important to clearly describe what they’re selling in their ads. 
There is no guessing or teasing here. 
Unlike ads to video sales letters or any type of pitch where 
something is to be revealed, this type of product is best 
sold transparently and because of that transparency, you’re 
going to get people clicking through that are more qualified 
because it’s not clickbait. 
In order for them to click on the ad, they have to be 
interested in getting seafood. The seafood theme is also 
clearly evident in their photos, especially in the one with the 
box of filets and cut up salmon on a table.
The reason the second ad’s photo is different is because the 
headline has to do with “wild caught” fish and the photo of a 
fisherman supports that statement.
Other utilized selling points include it being “caught in 
america”, that you can get some now (“this spring”) and that 
it’s healthy (“Eat Clean in 2020”).
Now let’s move on to the Facebook ads, which you can see 
got very good engagement, with a combined 29,000 likes 
and almost 6,000 shares. These ads are currently running as 
I write this and were first published on March 12, so it’s been 
about two and a half months.
One is an image ad and the other is a short unboxing video 
ad, both depicting what it looks like to get a box of seafood 
from them. Once again, we see complete transparency and 
Wild Alaskan Company
Facebook Ad 1
Wild Alaskan Company
Facebook Ad 2
Issue 52 | 5 
direct, offer-based selling. The two headlines are From The 
Alaskan Seas To Your Door & Delivered Right To Your Door. 
These are straight-forward headlines emphasizing delivery 
that act as captions to the box of seafood depicted in the ad.
The body copy is also very similar between the two and 
is like a short bulleted list of selling points with emojis. 
Altogether the selling points are Always Wild Never Farmed, 
Sustainably Caught & Processed In USA, Delicious Fish and 
finally, that you get $15 off your first order.
A first order discount is common amongst food-related box 
subscriptions because they want to incentivize you to get 
started, in hopes that you’ll become a long-term customer. 
They’re willing to take a loss upfront because they’re 
confident that conversions will be high after the first box.
The Advertorial
Clicking through on any of the ads will take you to an 
advertorial (editorial/article style sales page) with the 
headline, Wild Alaskan Company is a Delivery Service that 
Connects You to Quality Seafood—For a Lifetime.
As I mentioned before, many subscription box businesses 
like to use a first-time customer discount offer because 
they are confident that enough customers will continue as 
members to make back any money they lose upfront.
In conjunction with that idea, I love how WIld Alaskan 
makes it a point to plant that seed of continuity right in the 
headline, ending with “– For A Lifetime”.
There are other hints of this in their copy, where they 
emphasize this being a monthly offer, as you can’t buy a box 
of seafood without being enrolled monthly.
Here’s an example of them making it clear in the first few 
paragraphs...
“We had a vision for a delivery service that would give you 
access to sustainably-harvested, wild-caught seafood—
every month.
Today, the Wild Alaskan Company’s monthly seafood 
membership ships premium, wild-caught seafood to 
members all over the country.”
The majority of the rest of the copy has to do with how 
bad farm-raised salmon is for you and how difficult it is to 
get wild salmon at the supermarket. I thought they did an 
excellent job at educating the consumer on this with stats 
like, ”a 2015 study by Oceana showed that nearly 43% of 
salmon sold in the U.S. is fraudulentlylabeled”. 
After reading their copy, you feel like you can’t trust 
supermarkets to have and offer wild caught salmon, which is 
the perfect setup to position Wild Alaskan as a dependable 
provider of wild caught seafood that saves you time and 
energy from looking for it elsewhere, not knowing if it’s legit.
The copy ends with next steps (their 4-step ordering 
process), member testimonials and a reminder that you 
are getting $15 off your first order.
If you try to leave the page, an exit-popup appears with this 
text, “Before You Set Sail...Are you eating too much red meat 
and not enough healthy seafood? We get it. Finding healthy, 
Wild Alaskan Company Advertorial
6 | Funnel University
high quality seafood is not easy.” followed by two buttons 
– one that says “I Want Healthy Seafood” and the other 
that says “I Have A Few Questions First”. If you click on the 
first option, it closes the pop-up and takes you back to the 
advertorial and if you choose the second, an email opt-in to 
sign up to their newsletter appears.
Home Page (Choose Your Plan)
Clicking on the “Claim My $15 Discount Now” or ”Pick Your 
Plan & Save $15 Today” button on the advertorial page 
takes you to their homepage where you’re asked to pick a 
monthly plan.
The page is split up into five sections: How It Works, 
What’s In The Box?, Choose Your Plan, Their Story & 
Member Reviews.
Wild Alaskan Company Exit Pop-Ups Wild Alaskan Company Exit Homepage
You can scroll and choose one of three packages on the 
home page or click the “Reserve My Share Today” button 
at the top and be taken right to a signup page where they 
then redirect you to choose a package after signing up.
Issue 52 | 7 
The three plans come in 12 and 24 pack options and are 
all the same price, which makes the decision more about 
what kind of seafood variety you want – a Wild Salmon 
Box, Wild Combo Box or Wild White Fish Box. If you buy 
the 12 pack, you pay $10.99/ounce ($131.88 in total) and 
if you get the 24 pack, you pay $9.99/ounce ($239.76 in 
total), so there’s a slight incentive to buy. If I were them, 
I’d specifically point out how much you save so the 
inventive seems more attractive.
“Get Started” Page
Before checking out, you’re redirected to a “Get Started” 
page with a photo of a box of their seafood on the left 
side and an opt-in form on the right side where you enter 
your email or use your Facebook account to continue. 
Again, we see copy related to being a long-term member 
Wild Alaskan Company
Get Started Page
Wild Alaskan Company
Upsell
(“Join our growing community and start eating healthy 
seafood every month!”). Below the form is a quick 
summary of how it works with a short list of benefits. 
Upsell (Select Add-Ons)
After entering your email and choosing your plan, you’re 
shown this upsell page before completing your order with 
the copy...
For A Limited Time You May Select These Add-Ons!
Get Them Before It’s Too Late
Treat yourself! Add any of the following special offerings to 
your order this month.
Below the headline, you’re given three options that you can 
add to your order:
• Wild Alaska Pollock Quick Cuts - 6 Pack – $35 
(usually $49) 
• Wild Limited Sablefish - 6 Pack – $60 (Usually $84) 
• Wild Limited Cold Smoked Sockeye - 3 Pack – $80 
(Usually $112)
8 | Funnel University
Checkout
After deciding on add-ons, you’re taken to the final step to 
complete your order. There’s a lot of things I like about this 
page.
For one, it’s very simple and clean. The order summary is on 
the right side as you’ve probably seen many times before 
and I like how the orange order button is at the bottom and 
at the top of the sidebar. 
However, it’s not the basics that make this checkout page 
impressive to me – it’s the little snippets of copy that have an 
impact and service a specific purpose. 
Let me list them out for you:
1. I noticed that no matter what box you choose, if you 
get a 12-pack, they add a green “Most Popular” tag 
next to the option, in the sidebar. I thought this was 
a nice added touch to reaffirm that you made the 
right choice. 
2. In the order summary, there is an excerpt about 
how the delivery works: “Your seafood is carefully 
packaged in an insulated box with dry ice so it stays 
fresh-frozen even if you’re at the office when it 
arrives. If you aren’t able to receive your order on a 
specific day or time of day, please email us after you 
checkout. Our Member Experience team is happy to 
work with your schedule.” What this excerpt does 
is clarify & soothe any anxiety someone might feel 
about the delivery since the idea of getting seafood 
in the mail does raise some questions. 
3. I like how instead of just using “Total:”, they say, 
“First Month Total:” – that way it’s very clear that 
customers will be charged again next month. 
4. Below the order total is this excerpt: “You may 
cancel your subscription at ANY time by contacting 
our member experience team. We are always 
available and happy to answer any questions you 
may have via email at 
sockeye@wildalaskancompany.com. We are excited 
to share our amazing fish with you!” – another 
example of making sure people are well aware of 
and okay that this is a subscription. 
5. Lastly, they’ve got a strong, personable guarantee: 
“You’re about to order seafood on the Internet! We 
understand that might sound a little crazy -- so, let 
us put you at ease. We’ve put an incredible amount 
of time and effort into ensuring the safest and most 
effective nationwide delivery of frozen seafood. 
If you’re not completely satisfied, we’ll refund or 
replace your order.”
Altogether, each of these excerpts is specifically crafted and 
included in certain spots to ease anxiety around ordering a 
new monthly seafood subscription. Remember, anxiety is at 
its peak on the order page so you want to do your best to 
counteract it.
Wild Alaskan Company
Checkout Page
Issue 52 | 9 
Thank You Page
After the checkout page, you’re taken to the thank you page 
with a three minute video message from the founder. I love 
how it’s a super authentic, no frills message where he’s just 
at the boat dock filming a selfie video with his phone.
This authenticity shines through in everything they do, 
especially when you read more about their story on the 
website and how his family has been Alaskan fisherman for 
multiple generations.
Below the video is your order details, an affiliate offer to get 
$25 off when you refer a friend and all the different options 
that allow you to get in touch with them.
Return Upsell
I was not expecting this when I returned to their site. Once 
you become a customer, the site experience changes and it’s 
tailored to you already being a member.
More than that, they actually keep your credit card stored so 
you can add items to your order when you revisit their site.
In this case, when I returned to the site, a pop-up appeared 
with the text, “Hi Mike, In February we sourced our first ever 
supply of Wild Alaskan Spot Prawns. We knew they’d be a 
hit, but we didn’t know they’d sell out in 3 hours . Well... 
they’re back! Head to your Member Specials page to view 
details and add Spot Prawns to your upcoming order. Act 
fast though, we don’t know how long this batch will last!”
After clicking through on the pop-up to see the member 
specials, you’re taken to this page where there’s an offer to 
get a 4-pack of prawns for $80. With one click, the prawns 
will be added to your order. This is a clever implementation 
that you don’t see too often. Of course, the nature of this 
upsell requires that the customer revisit the site to see the offer.
Wild Alaskan Company
Thank You Page
Wild Alaskan Company
Return Upsell 1
Wild Alaskan Company
Return Upsell 2
10 | Funnel University
Seedsheet Facebook Ad
Funnel #2: 
Seedsheet’s “Farm Delivery” 
(As Seen On Shark Tank)
In 2017, Seedsheet went on Shark Tank asking for $500,000 for 
10%. Their customizable roll-out gardens wowed the sharks 
andended up starting a bidding war amongst them. In the 
end, Lori Greineir got the deal at $500,000 for 20% equity. Since 
then, Seedsheet has sold out multiple times on QVC and seems 
to be doing incredibly well.
Seedsheet is definitely an idea that fits with the current times 
– you pick which plants you want to grow and they send you a 
sheet of weed-blocking fabric with dissolvable seed pods based 
on your specifications. I like how they position themselves in a 
unique way with just two words, Farm Delivery.
Although they don’t have any upsells, I thought I’d highlight 
what their advertising and sales process looks like. Hint: if you’re 
a funnel builder looking for clients, maybe they’d be open to 
the opportunity of having an upsell sequence ;-)
The Ads
Seedsheet’s most recent ad, published on March 25th (2 
months ago) has netted over 40,000 likes and 18,000 shares. 
The headline states, “We’re Not Meal Delivery, We’re FARM 
Delivery!”. I love how simple that sentence is, yet it makes 
them stand out in a novel way. People are so used to meal 
delivery so making the comparison highlights their unique 
appeal.
The video in the ad is 40 seconds and does a great job of 
describing how Seedsheet works, demonstrating how to 
order a custom sheet online and even showing how you can 
then use your fresh grown herbs and vegetables in your own 
dishes.
The style of body copy is very similar to Wild Alaskan 
Company’s where they have a bulleted list with emojis and 
short statements that concisely get across what the product 
and offer is.
Grow your own healthy delicious food, we make it 
ridiculously easy.
 Organic & NonGMO Seeds
 Design your garden online
 We build and ship it to you
 Just add soil and water
 Buy now & plant later, or gift a garden
 Month’s worth of healthy food!
 Shark Tank approved! 
In this case, notice how the bullets are kind of in order of 
how you would describe the product. It is like an abbreviated 
version of an elevator pitch. 
Issue 52 | 11 
Landing Page
Clicking on the ad link will take you to a page where you 
can customize your seedsheet. There are two size options 
to choose from: backyard ($99.99) or container ($24.99) and 
after that you pick what kind of plants you want. The amount 
of plants you can choose depends on the size option.
The customization form and “Add To Cart” button are 
above the fold, right on top of the page, below the headline 
“Design Your Dream Garden”. I like how on the left side, they 
clearly demonstrate how to order in 3 steps, since it could be 
confusing otherwise.
Below that is a description and video of how it works along 
with testimonials. The idea seems to be intuitive enough 
where putting the order options at the top doesn’t feel 
like jumping the gun. However, I’d probably make it easier 
and more clear for the visitor to understand how the entire 
process works without having to scroll. It could be a simple 
link or button at the top that has their explainer video pop up.
Cart → Checkout
The cart and checkout are super simple. They’re using a basic 
theme on Shopify so nothing fancy. In fact, I noticed that the 
image shown in my cart did not match what I ordered so 
that’s something they could work on. A Shark Tank promo 
code was automatically added by a coupon extension I use. 
confusing otherwise.
Seedsheet Landing Page Seedsheet Checkout Pages
12 | Funnel University
Seedsheet Thank You Page
Thank You Page
A standard Shopify confirmation page. I wanted there to be 
upsells, but no dice. It seems they only make Seedsheets. 
The truth is, you need a container, soil and a watering 
can for the sheets to grow, so those are three must-haves 
that the person will have to buy outside of their company. 
Seedsheets could sell cookbooks based on the seeds they 
offer. They could also offer a limited-time discount to get 
another seedsheet. If you buy a smaller Seedsheet, they 
could ask to upgrade your order to a larger one at a discount. 
They could have a membership where the Seedsheet 
community can come together and talk about gardening. 
These are all potential ideas to increase transaction value. 
However, at the end of the day, Seedsheet’s got a great 
product and I look forward to getting mine :-)
Funnel #3: Farmway Foods Free 
Sample Funnel
To add to the variety, I thought I’d include a different kind 
of funnel where a local Canadian farm-based food supplier 
generates leads through Facebook by offering a free sample 
and then they call you and schedule for a Farmway Foods 
representatives to drop by and deliver a vacuum-packed 
sample of their AAA-grade grass-fed beef.
As they put it, “because each plan is customized to your family’s 
needs, the price varies based on what you choose to order. For 
this reason, we sit down with each customer to discuss their 
meat and grocery needs and develop a custom order.”
We are so used to online selling, but there are a lot of benefits 
to selling at a person’s home – one being that you have their 
full attention, plus it’s easier to build rapport. Farmway Foods 
has been around since 1991 so they’re obviously profitable and 
I would bet that this seemingly old school process probably has 
worked well for them in creating long-term customers.
With that said, because of the Coronavirus, Farmway has had to 
adjust and focus on virtual ordering instead. They still have their 
free sample offer, but obviously, they can’t be sitting down with 
people in their homes at this time.
Instead, they’ve been scheduling video appointments. Having 
a sit-down conversation with a prospect is important to them 
and if you notice, a lot more advertised offers these days lead to 
a phone call versus going straight to an order form.
The Ads
Along with their free sample promotion, they also state that 
they will give you a free freezer with your first order, if you 
need one. In this slightly older banner ad, we see the free 
sample and freezer advertised with the mention of Ontario 
and the idea that their meats are naturally raised.
Farmway Foods Amazon Ad
Issue 52 | 13 
Farmway Foods Facebook Ad Farmway Foods Sign-Up Page
Farmway Foods Thank You Page
In this Facebook video ad, we also see the free freezer and 
free shipping mentioned as well with the relevant headline 
stating “Virtual Ordering & No Contact Delivery”. The video 
is a short mashup highlighting different types of meat they 
offer. The ad got over 600 comments from people asking for 
more info.
Sign-Up Page
Clicking on the ad takes you to a short-form landing page 
where you enter your contact info on the right hand side, 
slightly below the fold.
The page has a few sections such as a list of reasons why you 
should shop with them, testimonials and an emphasis on their 
background story regarding how they’ve been around since 1991.
Thank You Page + How It Works
Although I don’t live in Canada, I found their thank you page 
through a Google search. It’s very simple and just notifies 
you that “Your request has been received! Please expect a 
phone call from Farmway Foods.” From there they direct 
you to a page detailing how their process works and what 
their monthly plans are like. However, they only tell you at 
what price the plans start, leaving full pricing details to be 
discussed in their prospect meetup.
14 | Funnel University
Farmway Foods How It Works
Issue 52 | 15 
SWIPED.CO/FUNNELHACKERS
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 is what I do full-
time inside my Insiders Membership. Each month, I put out 
special reports and forensic-level breakdowns that provide 
you with a cutting-edge understanding of how the top 1% of 
marketers and copywriters think.
The membership is invite-only (you won’t find it on my site) 
and where I dedicate most all of my time. I have huge plans 
for the membership in 2020 with several secret projects 
underway that I can’twait to reveal. 
To access exclusive content like my popular “Look Over My 
Shoulder As I Funnel Hack” video or Russell’s favorite (my 
Reverse-Engineering Stories That Sell report) for free, simply 
go to http://swiped.co/funnelhackers and get a free 2-week 
trial with a full sneak peek, including 20+ additional funnel 
dissections, a private Facebook group, video calls and many 
other perks. Not to mention, a swipe file hotline where I’ll 
research and send you examples to model based on your 
own specifications.
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 :-) 
16 | Funnel University
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Issue 52 | 17