This is a book about Strategy. There is a strategy when it comes to creating profitable funnels. Anyone can make a funnel but without a strategy on how to make it profitable, your efforts will go to waste.
This is a book about Structure. Discover how to structure your funnel and position yourself for the maximum potential profit. Not all funnels produce results so you want to make sure you follow the best structure.
This is a book about Predictability. One thing about great marketing is that when it is done right, the results can be predictable. This book helps you plan and research what will help your funnel be successful before you even create it.
And this is a book about Testing. You have to test anything to know that it works. Once people come into your funnel you will learn how to compare and contrast what performed best by using A/B test.