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f*ck it, full facebook ads course for beginners (12 hours) — Transcript

by Brandon Willington · 146,238 words · 21,089 segments · language en · Watch on YouTube

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0:00In this video, I'm going to show you
0:01every single thing that I've learned
0:03from running Facebook ads for the last
0:05nine years. I currently personally spend
0:07$20,000 a day on Facebook ads, and it
0:10generates me over $1.5 million a month.
0:12The lesson's also going to be pulled
0:14from helping over 2,000 service-based
0:16business owners spending a combined over
0:18$100 million on ads to generate $1.5
0:22billion for the economy. Now, here's how
0:24this video is going to be different.
0:25Most other videos and courses out there
0:27on YouTube are just going to touch on
0:29surface level [ __ ] that's going to get
0:30you average results at best. But I'm
0:32going to show you literally everything
0:34that I know and do from the exact
0:37strategy that turns Facebook ads from a
0:39guessing game into a repeatable system
0:41that generates leads on demand. the new
0:43way to beat the Facebook ad algorithm in
0:452026. The exact campaign structure that
0:47I use and that I advise my 1,500 active
0:50members in the with you program to use
0:51as well to the actual landing page
0:53structure that turns visitors into
0:55qualified leads and buyers and how to
0:57script VSSLs that basically makes them
0:59beg you to buy your service and how to
1:01put the entire system on steroids. Plus,
1:03you'll see me build out everything live
1:05for my friend Sev so you can see the
1:07actual results for his business after
1:09just weeks of starting this process.
1:10>> How have the ads gone so far? Yeah. So,
1:13uh, by the end of the video, you'll have
1:15a full Facebook ad system that will
1:16consistently funnel in clients and sell
1:18your offer on repeat. So, let's get into
1:20it and start printing some cash.
1:23>> Now, before we get started with the
1:25fundamentals, it's probably important to
1:26understand how your marketing works and
1:28how to build this out is more important
1:29than ever because there's this mass
1:31exodus across the world where
1:32service-based business owners are
1:33realizing that agencies haven't worked
1:35out for them. They don't understand the
1:37customer as well as you do. They don't
1:38understand your service as well as you
1:40do. And so when you end up working with
1:42them, the ads miss the mark. The
1:44language misses the marks. The leads are
1:46unqualified. But the person that is the
1:48most qualified to do the marketing is
1:49the person that understands the customer
1:50better than anyone else. No one's more
1:52financially incentivized than you for
1:53your ads to generate qualified leads for
1:55you consistently. When you get ideas for
1:57ads, when you get ideas for messaging,
1:59no one's going to be able to act on that
2:00faster than you. Certainly not a done
2:02for you agency. And the reason you
2:03probably went to an agency was you
2:04didn't understand how any of this works.
2:06You were just constantly relying on word
2:07of mouth and referrals, which is fine.
2:09There's no cost per acquisition on word
2:10of mouth and referrals. However, it's
2:12incredibly inconsistent. You're just
2:14relying on someone you know to tell
2:15someone they know about you, and that
2:17person just decides to come to you of
2:18their own accord. Even if you do work
2:20with an agency, you don't understand why
2:22it works when it does work, and you
2:23don't understand what to do when it
2:24isn't working. And so, whether you're
2:26relying on word of mouth or you're
2:27relying on an agency, you never have
2:29true independence over controlling how
2:32many leads, how many qualified leads are
2:34in your pipeline. And so understanding
2:36the simple math and what buttons to
2:37click on a keyboard is the only bridge
2:39that you need to cross so you can
2:41generate qualified leads for yourself.
2:42By the way, so you can follow along for
2:44the next 12 hours, not just passively
2:46watch it, we built out a workbook for
2:48you to follow along with. If you want to
2:50grab that, check the link in the
2:51description. Now, before we start
2:53building anything together, there's
2:54three things you need to understand so
2:56you can generate qualified leads for the
2:58business. So let's learn that now. So
2:59the first thing you need to understand
3:00about generating leads and sales with
3:03paid ads is I like using the analogy
3:05it's a bit like going to the casino
3:07except the pit boss is on your side.
3:09Like the platforms want you to do well.
3:11You can count cards and also the pit
3:14boss will just [ __ ] show you the
3:15cards. So they'll show like this is your
3:17cost per click. This is your link
3:18quickly for we go through numbers and
3:19stuff like that in a moment and you've
3:21got basically like three cards that you
3:23can that you can swap out and change to
3:25give yourself the best odds of success
3:28because advertising is gambling. Like
3:30everything is measured as a percentage.
3:32Percentage is probability and
3:34statistics, right? So the three cards
3:38that you've got are we want clicks.
3:41That's how many people click on your ad.
3:44>> Yep. Yeah.
3:45>> And then we can get into the we'll get
3:47into like the philosophy of like the
3:49right person clicking, right? So we want
3:51clicks from the right people
3:53specifically.
3:54>> So that's good leads, high quality
3:56leads.
3:57>> Clicks in this instance, right? So leads
3:59would be what happens
4:01>> next, right? So we need landing pages
4:04that convert. I'll put conversions
4:08that click that you originally got from
4:10the right person to a qualified lead. So
4:11they go from curious to interested from
4:14the conversions.
4:15>> Yep. Cool.
4:15>> Pretty much. And then like this I I'll
4:17get into like curious versus committed
4:19like once we get into kind of the
4:20principles and the philosophies.
4:22>> And then because we're not e-commerce
4:25drop shipping doors, we need to talk to
4:27people, right? So we need conversational
4:31sales processes that close people.
4:33>> Yeah.
4:34>> Make sense?
4:34>> So those are your sales people.
4:36>> Yeah. It could be sales people, could be
4:38front desk.
4:38>> Mhm.
4:39>> Reception staff. depends on the business
4:41part.
4:41>> So they like answer the the direct
4:42questions and Yeah.
4:44>> Yeah. Correct. Right. And certainly like
4:47a good sales process is important but it
4:50can be made so much easier with like
4:53marketing that supports it because
4:54usually what happens is I don't like in
4:58most businesses they have a marketing
5:00department and a sales department
5:02because their KPIs oppose each other. So
5:06marketing their incentive is to get cost
5:08per lead as low as possible. Say look
5:10how many leads we got. But if you talk
5:13to the sales team, they'll be like,
5:15"Well, all these leads are shit." Right?
5:16It's actually about finding this balance
5:18between the two. Because the sales team
5:20will say the leads are [ __ ] Marketing
5:22team will say the sales team can't
5:23[ __ ] sell. But if they actually just
5:25like talk with each other, like at our
5:27company, we don't have a marketing and
5:28sales department. We just have a growth
5:30department.
5:30>> And it's measured by like it's measured
5:33by
5:33>> they need to be aligned. They need to be
5:34in bed with each other.
5:35>> Yeah, 100%. Because like otherwise like
5:37they're literally two opposing forces.
5:38Like one wants a metric to go one way,
5:40one wants the metric to go to the other
5:41way. And they kind of just [ __ ]
5:42counterintuitive.
5:43>> And then the other thing as well is like
5:44what I talk about with with you is the
5:46person that knows the customer the best
5:47is the person that speaks to them the
5:49most. And in most businesses that's the
5:50sales reps,
5:51>> right? Like that's why our ads do really
5:53really well because I'm super tight with
5:54the with the sales team. I'm on all the
5:57[ __ ] sales team meetings. They just
5:58say all the things that are happening
5:59and then if they're getting an objection
6:00like I just put something in the ads or
6:02I put something in the landing pages or
6:04the nurture sequences that supports
6:06that.
6:06>> Yeah.
6:07>> Right now back to the numbers. You
6:10you've logged into ads manager before.
6:11There's like [ __ ] loads and loads and
6:13loads of different metrics. Right.
6:14>> So there's only a few that truly matter.
6:16They all measure something. There's only
6:19a few that truly matter, right?
6:22So everything that matters is measured
6:24with either it either has a percentage
6:27sign after the number or it has a dollar
6:29sign before it. Right? So the cost per
6:32click example would be let's say we get
6:34clicks for
6:37$1.
6:37>> So for every dollar I spend someone's
6:40clicking.
6:40>> Someone's clicking and going to the
6:42landing page.
6:43>> Yeah.
6:43>> Right. There's another metric as well
6:45which I'll get to in a second which is
6:46link CTR. So that's of the people, let's
6:50say 100 people saw the ad and one person
6:55clicked it. What's the link clickthrough
6:57rate?
6:58>> 1%.
6:59>> Yeah, 1%. Right. And then depending on
7:01what platform you're on, that can
7:03influence your cost per click. So Meta
7:06is I'll go through a Google sheet
7:07separately, but Meta is a pay per
7:10impression platform, whereas Google is a
7:13pay per click.
7:14>> And so what's better?
7:16>> It depends on what industry you're in.
7:17>> Okay. So we used to when we were running
7:20the with you workshops, we used to have
7:21this [ __ ] long ass I swear to God it
7:23was like an hour and a half. It was like
7:25an hour and a half process going through
7:27all these decision matrixes to pick
7:29either like Meta or Google. And the long
7:31and short of it is just think like when
7:35someone wants to solve their problem, do
7:37they just go to Google and look for you
7:38like or or do you need to create the
7:40demand? So for example like a plumber,
7:43let's say the toilet starts leaking in
7:46our office. I don't just sit patiently
7:48on Facebook and go, "Holy [ __ ] I hope
7:50someone shows me an ad for a plumber
7:52today." Like, I already have that demand
7:55and I already know the solution, so I'm
7:56just going to go to Google and go like
7:58Osburn Park plumbers, right? Whereas on
8:01the flip side, generally speaking,
8:03people aren't googling like, "Is there a
8:05two-day workshop where I can learn how
8:06to like generate my own leads?" It's
8:08like, "No, like some [ __ ] dropkick
8:09has to swear you're on your [ __ ]
8:11Instagram feed and spend $20,000 a day
8:13to convince you, right?" So link CTR,
8:16but we'll get to that in a sec because
8:17I'm going to go through a Google sheet
8:18and show you.
8:19>> So let's say we're getting clicks for
8:20$1. Now,
8:23like I said, everything's measured by a
8:25percentage or or a dollar sign. So if we
8:27get to the landing page, the metric that
8:30matters the most for the landing page
8:32specifically is the conversion rate. So
8:35let's say we have a 10%
8:38conversion rate. That means every 10th
8:41person that clicks becomes the lead. So
8:45if we have a 10% conversion rate and a
8:47$1 cost per click, what's our cost per
8:49lead?
8:49>> $10.
8:50>> Yeah. So we have a $10 cost per lead. So
8:53every $10 that we spend, someone's
8:54giving us their contact details, right?
8:58Let's say we get to the the conversation
9:00part, like the close part, right? Let's
9:01say, and I'm just going to do simple
9:03numbers again. Let's say we have a 10%
9:05close rate. So, of the every 10 leads
9:08that we get, someone goes, "Yeah, [ __ ]
9:10it. I'll buy it." So, what would our
9:11cost per acquisition be?
9:13>> 100 bucks.
9:14>> Yeah. $100. So, now we know every $100
9:18we spend, someone is going to buy
9:20something. Let's say that thing is
9:22worth, we sell something worth $1,000.
9:26What would our return on ad spend be?
9:28>> Times 10.
9:29>> Yeah. Be 10x, right? 1,000 divided by
9:32100. So, if I double this,
9:34hypothetically, that'll go up to two
9:36grand. Well, um, if we double, let's go
9:39to like this is a really easy one to
9:41change, right? Cuz let's say we go from
9:44a 10% conversion rate to 20%. What
9:48happens to our cost per lead?
9:50>> It doubles.
9:50>> Well, cuts in half, right?
9:52>> Oh, yeah.
9:53>> Five, right? And then if we're closing
9:56every 10th deal at $5, well now our cost
10:00per acquisition
10:02is $50,
10:03>> right? And then 1,000 divided by 50.
10:08Well, now we're 20x. That makes sense.
10:11>> Y
10:11>> let's say at the beginning,
10:12>> y
10:13>> does it matter like how much I'm
10:15spending per day or per week or overall
10:17per month?
10:18>> Yeah. Great. Um, so generally speaking,
10:22I when like when people are doing our
10:24with you program and they're a total
10:25beginner, I usually tell them to start
10:27with $30 to $50 a day. Now that's fast
10:31enough. You can get leads sometimes
10:32often the same day most time next day.
10:35>> Really? That quick?
10:36>> Yeah. Because it's just like forcing
10:38onto people's news feeds. The other
10:39thing as well, not to get like too far
10:40into it, but like especially with Meta,
10:43when you first start spending with Meta,
10:45you you're like in Mark's good bucket
10:47and he wants to impress you. Like, well
10:49like I said, the pit boss is on your
10:50side. And so the first [ __ ] thing
10:52he's going to do is go new advertiser,
10:55like lowbudget campaign, like impress
10:57this person really, really quickly,
10:59right? So the the people that spend like
11:01$30 to $50 a day. Actually, this is a
11:03good point you raised up. The people
11:05that spend $30 to $50 a day, that would
11:07be, let's say, $1,000 over a month, they
11:10might get a 20x return on ad spend. But
11:15one of the illusions is return on ad
11:18spend can become a vanity metric, right?
11:20Cuz if I told you like I get a two, this
11:23month is [ __ ] down. I get a 2.5x
11:25return on ad spend. Probably pretty
11:27unimpressed, right? But it's like
11:29$20,000 a day, right? So, I make more in
11:32a [ __ ] day than someone spending
11:36$1,000 a month at a 20x return on ad
11:39spend makes over a month, right? So, a
11:42lot of agencies or freelancers, they'll
11:44just talk about like sometimes they'll
11:45just talk about [ __ ] impressions or
11:47cost per click. We got you this many
11:48clicks and this much traffic,
11:50>> but it's not their problem cuz they
11:51don't have to close.
11:52>> Exactly. Right. or like they'll talk
11:53about cost per lead or some of them will
11:56talk about the sales process but I my
11:58true philosophy with advertising is
12:00because it is a fin is it a financial
12:03driver the true measure of success for
12:06marketing is your net profit like the
12:08bottom line of the P&L statement now
12:11obviously you can take into account like
12:12oh what if there's like frivolous
12:14spending in other places I'm like I
12:15don't [ __ ] care like you got to draw
12:16the line somewhere I would rather just
12:19take more responsibility and say like
12:20look it's net profit at the end of the
12:21day Now there's a number of and what
12:24we're trying to do with advertising is
12:25again we're trying to give ourselves the
12:27best chances of success. Now that's
12:31going to fluctuate wildly dayto day,
12:33week to week, even like month to month.
12:35Like for example, like me and Tim really
12:37want to measure how people's show rates
12:39[ __ ] fluctuate based on just the moon
12:41cycles. Like it happens. I swear to God.
12:46So, what we're trying to do with
12:48advertising is go, all right, how can I
12:51make my ads perform more effectively?
12:53Can I get my cost per click down? Can I
12:55get my link clickthrough rate up?
12:57>> And then with conversion. Now,
12:59conversions is broken up into a few
13:00things. I just spoke about one metric
13:02here, which is just the conversion rate.
13:04But let's say for example like you're
13:06going to be a call funnel which I call a
13:08two-step funnel which is someone sees an
13:10ad, they click it and then they go to
13:14page one which is like let's start your
13:17application
13:18then they book in a call with you like a
13:22discovery session.
13:24>> Yeah. And that arrow has some
13:25qualification.
13:26>> Yeah. Yeah. Yeah. So this form here you
13:28can add a little bit of friction to say
13:30like how you like what revenue bracket
13:32are you in, what kind of business are
13:33you? Right. Like for example, ours is
13:35like you got to be a service based
13:36business. So if you're an e-commerce
13:37business, you can't even get through.
13:39>> Is it bad if you disqualify those people
13:41even though they want to
13:44>> they're going to pay you money?
13:45>> It's good to disqualify them. Remind me
13:47in like 60 seconds to talk about like
13:48pixel conditioning,
13:50>> right? So and then they book in a call,
13:54but then they got to show up to the
13:55call. So then what happens is there's a
13:58couple more percentages here cuz I just
14:00spoke about one here.
14:01>> You got to nurture them as well. Make
14:02sure they show up
14:03>> to show up. Right? So then we have a
14:06conversion rate for this first page, the
14:09application page. Now we have a
14:11conversion rate for this booking page.
14:14Now we have a show rate for our sales
14:17calls. And now we also have
14:20>> close
14:21>> close rate, right? So you just got to
14:24factor in like what are all the
14:25different steps someone has to do. You
14:26can get really really micro with this
14:28stuff as well. So this application,
14:30right, it's going to be a couple
14:33questions all in a row. Actually, you
14:35brought this up, right? So each of these
14:37questions, like they'll load slide by
14:40slide, but each of these questions will
14:41have like its own unique drop off point.
14:43So for example, you just before we were
14:45recording, you saying you added one
14:47question that was like, hey, like how
14:48much are you willing to spend? And your
14:49leads just tanked. Yep.
14:51>> Right. So that might be an example of
14:52like, yeah, 100% of people do this, 100%
14:55of people do this, and then they get
14:56here, they're like, nah, [ __ ] it. Is
14:57there a way to see where they drop off?
15:00>> Yeah, like most like form builders will
15:02show you. So like higher level you have
15:04like an analyze tool type form has one
15:07as well. And so then you can again you
15:09can calculate well
15:10>> if one question has like most people
15:13dropping off like do we really need this
15:14question or even still like you can
15:16implement other like kind of
15:18philosophies that I have like can we
15:20reward it? So the one that you had was
15:22how much are you willing to spend? Well,
15:24that's pretty high up on the committed
15:27end of the spectrum, which I'll explain
15:28probably in an hour or so.
15:29>> So, that that's really more on the call.
15:32>> Yeah,
15:32>> exactly. But what you can do instead is
15:35ask a like second or third order
15:38consequence question that might give you
15:40an indication how much they're willing
15:41to spend. So like how many team members
15:44do you have would be a good indication
15:47because if they have team members it
15:48implies that you can pretty safely
15:51assume from there that they've got a
15:53certain level of revenue where or
15:55predictable revenue where they know like
15:57I can meet payroll on Monday.
15:58>> Yeah.
15:59>> Generally.
15:59>> And do you make that a required answer?
16:01Cuz sometimes in my sheets they don't
16:04they don't have some of them are not.
16:06>> I like making making them required
16:08questions. Sometimes you can do little
16:10tricks, right? So, I used to have a lead
16:13magnet funnel and you'd had to give me
16:16name, email, and phone number. Name and
16:20email were required. Phone number was
16:22not, but 85% of people didn't realize
16:25the little asterisk wasn't there and
16:27just completed it anyway.
16:28>> Yeah. And with that, do you have the
16:31name, email, and phone number at the
16:34first question?
16:35>> No, you do them last.
16:36>> Right. So what we want to do and like
16:38we'll get to curious and committed like
16:40um you're only ever selling the next
16:41step. It applies to like these questions
16:45as well.
16:45>> So last
16:46>> Yeah. So actually you raised a really
16:47good point. So one really common mistake
16:50people make is they just try and sell
16:52the end product. You're only ever trying
16:54to sell the next step. So the ad is just
16:57trying to get the right person to click.
16:59The landing page is just trying to get
17:02that person to convert. Right? But if we
17:04break it down, if you're a two-step,
17:06well, you are a two-step funnel. The
17:07first page is just trying to get them to
17:09start their application.
17:10>> Second page is just trying to get them
17:12to book a call. The nurture sequence is
17:14just trying to convince them to show up.
17:16The sales call now, that's where we
17:18actually sell.
17:19>> Real quick, if you are enjoying this and
17:21you want to sit down with us for 2 days
17:22to build out your meta and your Google
17:23ads, just like we are in the room right
17:25now, we've got some upcoming workshop
17:27dates. Um, you can also join us online
17:28if you want to do with your express if
17:30you can't make it to one of the cities.
17:31But if you check the links in the
17:32descriptions, there should be some
17:34landing pages so you can learn more
17:35about that and we can see you on a
17:37workshop.
17:37>> What about the value proposition early
17:41on where you have this paranoia that in
17:44the call you can convince them that it
17:47is for them but they've somehow
17:49disqualified themselves in this process.
17:51>> Yeah. So that's this balancing, right?
17:52So, one of my philosophies is dials
17:54versus dials, not switches, right? So,
17:57it's all about like this constant
17:58balancing act because again like you can
18:00consider like they're basically drawn
18:02out as dials. You can consider this as a
18:04dial or this a dial and this is a dial
18:06and then it's like how do we dial this
18:08up or down, right? For I'll give you a
18:10perfect example. Let's say um actually
18:13no, this is a perfect example. So, we
18:15used to have this client um and they
18:17were like really really high tech
18:20internet, but the problem was a lot of
18:22people were clicking the ad cuz they
18:24thought it was like an iPhone hotspot.
18:27And so then what was happening was they
18:30were clicking it think it was like an
18:31iPhone hotspot. So the link click rate
18:33was really really high. But then the
18:35conversion rate on the landing page was
18:37terrible cuz they're like why is this
18:39$25,000 a day and take two staff members
18:42to operate? I thought it was just my
18:44iPhone hotspot. This is a ripoff, right?
18:46And so it netted out a really, really
18:48high cost per lead. What we did instead,
18:51we made the ads deliberately tech
18:54jargonheavy
18:56so that less people clicked it, but the
18:58only people that clicked it were like
18:59[ __ ] nerds that worked at like it at
19:02like hotel conferences and stuff. So the
19:06link clickthrough rate went down a bit,
19:07but the conversion rate went up heaps.
19:10So with the click, if if they're not
19:12clicking, that means you're not spending
19:14money.
19:15>> No,
19:15>> that's good.
19:16>> No, no, no. So it it depends. So if
19:19you're on if you're on uh Meta, it's pay
19:21per impression. So when people see it,
19:24>> you get charged. Google is cost per
19:26click. So you only get charged when they
19:28click.
19:29>> Yeah. But running both, I know we're
19:31going back and forth here, but running
19:32both is is ideal.
19:35>> I generally tell people just run one.
19:36>> Okay.
19:37>> Yeah. Like you only have to get like one
19:39math formula right. Yeah.
19:41>> So let's say for example, actually this
19:43is really common mistake that business
19:44owners make when they're in the widely
19:45program is they go, "Oh, Brandon, like
19:47Facebook's gone really well. Like should
19:50I do goo I'm going to do Google now."
19:52I'm like, "What the [ __ ] for?" I'm like,
19:54"So this is really important, right? I I
19:57[ __ ] I I had to add this part to our
19:59intro because we had like this one
20:01member. It was Jacob Stella. He's every
20:03[ __ ] call. So he came to advisory
20:06call with me and then he had like he's
20:08like Brandon like I'm getting like a 21x
20:11return on ad spend. Like what funnel
20:12should I make now? And I was like wait
20:15what how much you spending a day? He's
20:16like 50 bucks a day. I'm like go [ __ ]
20:19spend $100 a day. Let me know how it's
20:21going next week. He's like no don't make
20:22any other funnels. I'm like no. And then
20:24he comes back the next week. He's like
20:26Brandon it's still going really well. I
20:27was like 21 extra turn on ad spend. Like
20:29what like what ad should I make now? I
20:31was like, "What the [ __ ] did I just say
20:33last week, bro?" He's like, "Spend more
20:35money on ads."
20:36>> Yeah. So, so from a science background,
20:39the variable that you're changing there
20:41is the ad spend.
20:42>> Yeah. Yeah. You just [ __ ] like you
20:44just dial this in
20:46>> and then and then you just go to the
20:48like the key metric I didn't even
20:49[ __ ] talk about was just ad spend up
20:51here. I did this as well, but the the
20:54key metric with more ad spend, for some
20:56reason, people think, oh, more actual ad
20:59creative or more funnels, it's like no,
21:02don't make it too hard. Do more ad spend
21:04for the one
21:06>> and until it starts to slow down.
21:08>> Yeah. Yeah. Exactly. Right. So, for
21:10example, like at lot and I talked about
21:13this earlier. So, ad spend, as you spend
21:16more on ads, your return on ad spend
21:17will decrease because you'll go to
21:19colder and colder audiences, right? So
21:22this is a bell curve. I I'm borrowing
21:24this from Jeremy Haynes. So he I think
21:26and I think he got it from a book called
21:28I can't remember but basically when
21:30you're spending like baby budgets like
21:32these are the people that like convinced
21:34and like never buying. Like it doesn't
21:36matter what you [ __ ] tell them,
21:38right? So it's like this section here,
21:41they're just never going to buy. Don't
21:42even [ __ ] worry about it. These
21:44people here, they're like which when you
21:48first turn your ads on, like they
21:49already know they had the problem. They
21:51already know they want a solution.
21:52They're just [ __ ] waiting for someone
21:54to pop up on the news feed. Like these
21:55are just layup deals. And then as you
21:57spend more on ads, you reach this colder
22:00and colder audience, right? It's kind of
22:02like with a funnel. Like same thing.
22:05These people are these people. And then
22:07you go to colder and colder audiences.
22:10And so these people need more
22:11convincing, right? That's when your cost
22:13per lead goes up. But again, we want to
22:16look at net profit, right? So, I would
22:18rather get 5x spending $10,000 a day
22:21than 10x spending $1,000 a month.
22:23>> So, going back to the Facebook and
22:25Google metric, uh which one to use? Uh
22:29>> ideally, most people should start where
22:33>> just one platform. So, it depends. So,
22:35the same circling back to what I said
22:37before, like if they if they're already
22:39looking for you on Google, just run
22:41Google.
22:42>> How would you know they're looking for
22:43you on Google?
22:44>> Just do a Google search and just see if
22:45your competitors pop up. That's the
22:47easiest one. So like do do your
22:49competitors pop up or is it just like
22:51research like blogs and stuff like that?
22:53That's a really really easy one.
22:54>> So if I can see sponsored ads on Google
22:58Yeah.
22:58>> for my competitor, I should be running
23:00Google ads.
23:01>> Yeah.
23:01>> How do I know I'm running I should be
23:03running Facebook ads?
23:04>> So Facebook ads is the other way. So if
23:06there's not demand on Google, then you
23:08can create demand on Facebook.
23:10>> Mhm. And then from there, when once
23:12there's demand on Facebook,
23:15>> you just let that rip, right?
23:16>> Yeah. You just keep cruising. Now,
23:18there's an exception to that. Like I I
23:20haven't opened my [ __ ] Google ad
23:21account in like four years, three or
23:24four years. Um but what we're going to
23:26do now is run a brand uh brand protect
23:30campaign. So, what will happen is as you
23:32spend more on Facebook ads, people will
23:34see your name heaps and then try and
23:36find you on Google later. Happens all
23:38the [ __ ] time. And so you want to be
23:40able to just like capture that demand
23:41pretty. It's like the easiest [ __ ]
23:43lead.
23:43>> That's when you evolve into that second
23:45campaign.
23:46>> Yeah.
23:46>> To really
23:47>> if you want I can't be [ __ ] So I'm
23:48going to get Kira to do it.
23:49>> So you create omniresence pretty much
23:52which is which is good. Now circling
23:54back to where we're going with this
23:57>> the nerds that are clicking on that uh
24:02that initial one.
24:03>> Mhm.
24:03>> The right ones is what you want.
24:05>> The right ones. If you're getting less
24:08clicks, that means the creative is not
24:10convincing enough. Correct?
24:11>> If you're getting less clicks, it could
24:13be either you're showing it to the wrong
24:14person or you're not building a strong
24:16enough argument.
24:17>> Now, do we start talking about Andromeda
24:20here in terms of showing?
24:21>> We'll talk about that later. So,
24:23basically, Andrometer, just so I don't
24:24completely dodge a question, Andromeda
24:26is basically an algorithm update that
24:27rolled out in July, June or July 2025.
24:32And basically, they just reward creative
24:34diversity. If you just Google like meta
24:36andrometer update, there's an blog from
24:38engineering at Meta that explains it in
24:40[ __ ] nerd speak. The long and short
24:42of it is just have lots of different ads
24:44running.
24:44>> That's what I'm getting at. If you're
24:46having lots of different ads running for
24:48the
24:50>> Oh, no. You don't need to spend more on
24:51ads if that's your question.
24:52>> No, no, no. It's not more on ads. It's
24:54more creative to warrant
24:57>> to help the Andrometer then so that more
24:59of the right nerds click on the first
25:01>> Exactly. because it wants to find like
25:04it wants to match ads perfectly and it's
25:06really [ __ ] good at doing it. Like
25:07it's true. Like Facebook has allegedly
25:1057,000 unique points of data on every
25:12single user. I reckon it's more.
25:14>> And so it's basically alien technology.
25:18>> Yeah.
25:19>> When it comes to predicting human
25:20behavior.
25:21>> Like you ever had a dream about a
25:22product and then it popped up on your
25:24newsfeed the next day?
25:25>> Yeah.
25:26>> Yeah. Like how the [ __ ]
25:28>> So can we go back to that example of the
25:30hotspot one?
25:31>> Yeah. Yeah. Yeah. What did you do next?
25:32>> So, what we were doing there, literally
25:34all we did there was we just made the
25:35ads only speak to tech nerds so that all
25:40the people that were just like thinking
25:41it was iPhone hotspots, they just kept
25:42scrolling, didn't click it.
25:44>> Now, I don't have time. What if I don't
25:47have time to figure out we need to
25:49specifically target tech nerds cuz I've
25:52got a business to run. I don't want to.
25:54>> So, you already know those. You already
25:55knew you had to target tech nerds. So
25:57like one of the problems with agencies
25:59is so you how long you've been doing
26:01your business for?
26:03>> How long?
26:04>> Yeah, like five years, right? Let's say
26:06you get an agency in and you get
26:08assigned to some chick called [ __ ]
26:10Sarah and Sarah's just like got juggling
26:1415 to 25 done for you clients at once
26:17and then that she does like a 45minute
26:19onboarding call with you where she tries
26:20to download half a decade of your
26:23experience. like she's not going to be
26:25very successful like so all you need to
26:27know is like yeah because the other
26:29thing as well is you speak to your
26:30customer all the time and so you know
26:32the the lingo that they use right
26:34actually the problem that we had this
26:36was back when we were done for you
26:37agency back in 200 I think we had this
26:39client like 2020 or 2021 the problem we
26:43had was trying to download this tech
26:46jargon it was the biggest bottleneck we
26:48have like what the [ __ ] does that mean
26:50and then we didn't know if we were using
26:51certain words in the right way happens
26:53all the time people join the with you
26:55program. They're like, "Yeah, my agency
26:56just like used the wrong industry lingo
26:58and then my customers were reading it
27:00and like this is [ __ ] wrong. You look
27:02stupid."
27:02>> And the to get the right lingo, the best
27:05person to do that is the business owner.
27:07>> Yeah, exactly. And people like they
27:08think it takes like all this [ __ ]
27:10time. Like it doesn't. And then the
27:11other thing is like, "Oh, it takes so
27:12much time. So, I'm going to get an
27:14agency." The agency [ __ ] doesn't have
27:16time either cuz that like the the
27:17account manager Sierra has to juggle
27:19like 15 to 25 clients at once. Actually,
27:21I was just doing a skills assessment
27:23with um no, sorry, it was a culture fit
27:25assessment with this ad specialist. She
27:26didn't end up getting the job for other
27:27reasons, but I asked her what she liked
27:30and didn't like about where she was
27:32working at the moment, which is an
27:32agency. And she didn't like the fact
27:35that she had to basically her her whole
27:37job was just focus on clients that were
27:39about to leave and just stop them from
27:41leaving. And so that meant you you know
27:44when you you go to the circus, you have
27:45those spinning plates, you you only
27:47focus on the plate that's about to fall
27:49and then the other one starts falling.
27:50It's the same [ __ ] thing, but it's
27:51like with people's ad accounts.
27:52>> The best way to stop someone leaving is
27:54to generate them more bottom line.
27:57>> Yeah, exactly. But but the problem is
27:59they can't do that like 25 clients at
28:01once. And so they've just got to try and
28:03stop plates from falling and then one
28:05dips and then they go to that one.
28:08>> Okay. So let's continue this three step
28:11process or two-step funnel.
28:14>> Can we complete that analogy with the uh
28:16hotspot, the mobile hotspot?
28:18>> Yeah, cool. And so all we did there was
28:20we made less people click it. But then
28:21because we had the right people
28:23clicking,
28:24>> the conversion rate on the landing page
28:26went up heaps because it was the quality
28:28of traffic, right? So for example, like
28:30let's just say I send a,000
28:34clicks to a landing page that's about
28:38t-shirts and buying t-shirts.
28:40>> Mhm. But you send them to a landing page
28:43to buy Ferrari SF90s,
28:46you will have a flat conversion rate of
28:48zero, right? Because their expectations
28:51don't meet reality, which is another one
28:53of my principles we'll get into.
28:54>> Why would people
28:55>> cuz they're [ __ ] [ __ ] That's
28:56why,
28:58right? So, it's like, you ever like
29:00clicked an ad and like it just like
29:02doesn't meet your expectations at all
29:04>> every day,
29:05>> right? And so all we're trying to do,
29:07and I'm kind of jumping ahead here to
29:09like meeting expectations, is we're
29:10trying to set expectations the whole way
29:13down, right? I'm kind of jumping ahead,
29:15but like
29:16>> if the ad does a perfect job of setting
29:20expectations, you'll have a very, very
29:23high landing page conversion rate. And
29:25so there's small changes in lingo that
29:27you do, right? We don't want to send
29:29anyone to the landing page. We want to
29:30send the right people. M
29:32>> it's this um dials versus switches
29:35principle I have right which is sure
29:38there's quantity of traffic we're
29:41getting but there's also like the
29:42quality of it too
29:44>> and then there's this inter relationship
29:47between like all three right cuz let's
29:49say we get really good clicks we get
29:53really or we get really curious leads
29:56and they get to a sales process and I
29:58think you've had this problem in the
29:59past where they were expecting like a
30:00free consultation Yeah,
30:01>> right. And so you had a really poor
30:03conversion rate,
30:04>> right? But you had like all these stats
30:06were up, but then this tanked down here.
30:09And so what we want to do is we want to
30:10find this balance. You were setting
30:12expectations that it was a free consult
30:14or maybe you add friction, get less
30:16bookings, but they're expecting a sales
30:18pitch. And so you find this balance.
30:20Often what I see is it is a it is truly
30:23a balancing act because sometimes what
30:25can happen is if you get really high
30:27performance on this end it tanks this
30:29end
30:30>> hard and vice versa if you take a little
30:32bit of a hit here
30:35>> close rate goes up.
30:36>> Yeah.
30:36>> And so it's about finding this balance.
30:38>> Yeah. It's not which one it is, it's
30:40finding that balance. And that's what
30:42I've been really working towards over
30:44the last 6 months. I'm finding that I'd
30:47rather tank over there and have a higher
30:49close and then the calls are more fun
30:52because the people are pretty much ready
30:53to buy. I just
30:56>> not need to stuff it up.
30:57>> Exactly.
30:57>> And yeah, the the close here
31:02when I was starting off it was a
31:04consult. It was a hey brand strategy and
31:07what about
31:08>> pitching? When I went to pitch, they
31:11none of them were ready. They
31:12>> Yeah, they were didn't meet
31:13expectations, right? cuz the expectation
31:16was set. This is a free consultation.
31:18>> Y
31:18>> make sense?
31:18>> Yeah.
31:19>> Cool. So that's that.
31:20>> Now that we understand the three C's,
31:22we're going to hop on my laptop and go
31:24through a Google sheet you can use to
31:25forecast all these numbers.
31:27>> All right. So this is a Google sheet
31:28that um we use and that our members in
31:30the W with your program use to basically
31:32calculate how ad spurn turns into
31:34revenue and calculate how small
31:37incremental changes can have pretty
31:39substantial effects downstream. Um
31:42there's also other like templates. So if
31:43someone's a onestep funnel on Meta or if
31:45they're running Google cuz the cost per
31:47click is calculated differently but for
31:50service particular instance uh and
31:52anyone advertising on Facebook and
31:53Instagram meta use a CPM model. So
31:56basically we had the inputs up here. So
31:58daily budget I usually recommend that
32:01our members start with $30 to $50 a day.
32:04I find that it's fast enough you can get
32:07results same or next day quite often,
32:10but slow enough that if a couple days or
32:13weeks goes by and it doesn't go
32:15fantastically, you haven't burnt
32:16hundreds or thousands of dollars
32:18uncomfortably. Um, if you do want to get
32:20results faster and you have the cash
32:22flow for it, I would encourage you to
32:24spend more because like I say, like if
32:26someone's spending $100 a day and
32:28someone else is spending $1,000 a day,
32:30the second person is going to learn in
32:33one day, which the other person what the
32:35other person's going to have to wait 10
32:37days to learn. There's a caveat to that
32:39in terms of like how many like a single
32:42day of the week is still a small sample
32:43size of data, but the principle holds
32:45relatively true. Uh, so let's say we're
32:48spending $50 a day and we we're selling
32:50something worth $3,000. That means in an
32:53average 30-day month, we're going to
32:55spend $1,500. Now, CPM, now this stands
32:59for cost per mill. It's basically how
33:01many dollars do I need to spend to get
33:041,000 impressions. So, an impression
33:06being your ad got seen. Now, this goes
33:10up or down based on so many different
33:13metrics. audience being one like how how
33:16expensive it is to advertise to this
33:18audience that's essentially dictated by
33:21marketer supply and demand. So how many
33:23people are in that audience and also how
33:25many other advertisers are trying to get
33:26the eyeballs of that customer. So for
33:28example targeting business owners
33:30generally slightly more expensive. It
33:32also depends on what you're advertising
33:34as well. So if you're in the finance
33:36space um particularly like investment
33:39properties you'll typically receive
33:41higher CPMs. the type of content um that
33:44you're doing as well. So, for example,
33:46images typically receive a slightly
33:48lower CPM than videos. Um there's so
33:52many different ways the CPM is
33:53calculated. If I was to give you a
33:55ballpark B to C around like $30 to $40.
34:00Uh B2B I think my CPM is like 70 and
34:04then finance space is usually a little
34:06bit higher than that. Like I remember I
34:08was doing the ads for property
34:09investment and the video ads were like
34:12$200 and then when we swapped to image
34:15ads it went down to like 90 or $100 CPM.
34:18There are ways to fix the CPM. Uh like
34:21for example changing your messaging,
34:23changing your audience, changing the
34:25type like if it's a video or or if it's
34:27an image. Generally speaking though, and
34:30this is a broad brush statement,
34:31generally speaking, the CPM usually
34:33isn't the issue. It is worth paying
34:36attention to though. Um, but yeah, hey,
34:37if this has been helpful, we're running
34:39two-day workshops both in Australia and
34:41at the time of recording this very soon
34:42in the United States. So, if you'd like
34:44to apply for a seat in a workshop and
34:45actually be able to do this with us in
34:47person, as well as get us hold your hand
34:48for 6 months afterwards, there'll be
34:50some links in the description so you can
34:51learn more about that and apply for a
34:53seat. So, um, if we're getting 50,000
34:55impressions now, link CTR. So, this is
34:58what percentage of these 50,000 people
35:01click the link. Now, this is where the
35:03kind of gambling analogy that I use
35:05comes in because we're trying to
35:07increase our odds of things. So, if we
35:09have a 1% link click for rate, that
35:12means 1% of the 50,000 people that saw
35:14it are going to click the link and go to
35:16the first step of the funnel. So, that
35:18means we're getting 500 clicks. Now,
35:20this is where our cost per click is
35:22calculated, right? So this is if we're
35:24receiving this many clicks, then our
35:27cost per click is calculated at um $3,
35:30which is just simply 1,500 / 500. Now
35:34optin. So this is the first page of the
35:36funnel. So if we look at our page, it'd
35:39be what percentage of people complete
35:42this form here. Let's say we get a 5%
35:44opt-in rate. I typically want to see a
35:47opt-in rate between 5 and 10%. Now,
35:51caveat to that, this does go down as you
35:54reach colder and colder audiences. So,
35:56for example, my option rate is 3%. But
35:59I'm spending, I think at the moment,
36:01$24,000 a day on ads at the moment. So,
36:04I'm reaching colder and colder and
36:06colder audiences. When you're spending
36:08like if you're spending 50 bucks a day,
36:09which is like [ __ ] all, you should be
36:11getting between like 5 and 10%. If we
36:14have 500 people hitting that landing
36:16page and one in 20 people opt in, that
36:18means that month we got 25 people that
36:20completed that form. So, we're getting
36:22leads for $60. Because we're a two-step
36:25funnel, they then get sent to a booking
36:27page. So, this calendar widget here, not
36:30everyone's going to book, but let's say
36:31we get 30% of people booking. That means
36:33of those 25 people and one in three are
36:36booking, that means we're getting eight
36:37bookings that month. So, every $200 that
36:39we spend on ads, someone's booking
36:41something into the calendar. However,
36:43simply booking something into the
36:44calendar doesn't mean that they're going
36:46to show up. We want them to show up. So,
36:48that's where this next metric comes in
36:49called show rate. So, let's say we get a
36:5260% show rate rounded. That means we're
36:55going to get five. We're going to have
36:56five conversations that month. So, every
36:58$333
37:00we're speaking to someone. Now, let's
37:02say we have a close rate of 30% ballpark
37:04one and three rounded. That means we're
37:07getting one deal that month. So we've
37:09spent $1,500 and sold one product for
37:14$3,000. So we've got a 2x return on
37:16Aspen. I think this rorowass is 2.63.
37:19This is calculated without rounding. So
37:21you can kind of ignore that. But in a
37:23year that means if we just left this on
37:26essentially and it maintained, we'd
37:28spend $18,000
37:30and get 48k back that year. It's not
37:33that [ __ ] exciting. Then what we do
37:35is we look at all these numbers in red
37:38and go, well, which ones can I increase?
37:42Right now, let's say we go from a 1%
37:46link clickthrough rate to a 2% link
37:48clickthrough rate. Like, what happens?
37:50Seems like a small increase because you
37:52naturally just think 1%. But what
37:54happens is everything downstream doubles
37:57because we don't spend any more money on
37:58ads. We just are more efficient with the
38:02existing impressions. So, we're still
38:03getting the same amount of impressions.
38:05It's just twice as many people saw it
38:07and clicked it. So, now we've gone from
38:09spending $1,500
38:11and getting, you know, $3,000 back to
38:14$1,500 and getting $9,000 back. Again,
38:17this one has to there's a rounding
38:19function on this here, right? So, now
38:21we're at like a 5x return on ad spend.
38:24Let's say we go to the opt-in rate and
38:26we go, "All right, how can we lower
38:27physical or psychological resistance?
38:29Can we change the headline to make it
38:31more compelling?" Let's say we go from
38:33five to 10%, which is the upper end of
38:36the range that we kind of want to sit
38:37in. That means now we're getting leads
38:39for 15 bucks instead of 30 bucks. And
38:41now we've turned $1,500 into $15,000,
38:45right? So, we're at a 10x return on ad
38:47spend. Let's say we go to the booking
38:49page and we open up the availability
38:50more so that more people can book in
38:52time. So, we go to 50%. Generally
38:54speaking, I see booking pages average
38:57between 30 and 50%. I think ours is 60
39:00and the highest I've ever seen from one
39:02of our wy members is like 85%.
39:05No [ __ ] idea how they do that to be
39:06completely honest. But if we go from 30%
39:09to 50%, now we're spending $1,500 and
39:12getting $27,000 back. That's great.
39:14Let's look at the show rate. Let's say
39:16we get from 60% to just 70%. Generally
39:18speaking, we want to be around 75%.
39:21That means now we spent 1,500 bucks and
39:24got $33,000 back. And let's not even
39:26touch the close rate, right? Well, maybe
39:27[ __ ] it. Let's go like 40%. Right now,
39:30you can see we we haven't spent any more
39:32money on ads. We've just spent $1,500 a
39:34month and turned it into $42,000 and
39:37nearly getting a 30x return on ad spend.
39:40Right? If we just leave that for a year,
39:42we just let this cruise and maintain
39:44this, maybe just adds some new ads every
39:46now and then, in that year, we'll spend
39:48$18,000
39:50and spit out half a mill, right? It will
39:53just add half a million to your business
39:55bottom line. And then I thought this
39:57next part was obvious, but we had um I
39:59mentioned this story like every single
40:01workshop. We had Jacob Stellar in and um
40:04he came to an advisory call with me and
40:06I think he was getting a 21x return on
40:07ad spend. He's like Brandon, I'm getting
40:09a 21x return on ad spend. Like what ad
40:11should I make next? I was like what? I
40:13was like what are you spending like a
40:15day? He's like 50 bucks. I was like go
40:17spend a h 100red and [ __ ] let me know
40:18what happens next week. He's like no
40:20don't make any more ads. I'm like no. So
40:22he spends a 100. it [ __ ] maintains
40:24and then comes back the next week or
40:27week after he's like Brandon it's still
40:28like 21x like what funnel should I make
40:30now I was like [ __ ] [ __ ] did I
40:33say last week just spend more on ads
40:35like yes just [ __ ] cuz like once this
40:38is dialed in there will be this
40:40temptation to be what I refer to as a
40:42cautious calculator which is before they
40:45spend an extra [ __ ] $10 a day on ads
40:48they want to see if they can squeeze
40:49like an extra percent of efficiency out
40:52right just like little [ __ ] changes
40:55when the [ __ ] easiest thing to do is
40:57just go to the daily budget and just let
40:59a [ __ ] rip. Just don't be a [ __ ]
41:02Like this thing is working. Just
41:03maximize the bottom line. Right now,
41:06there is a caveat to this. Will I get am
41:09I getting a 28x return on ad spending
41:12spending $25,000 a day? Like, no. I wish
41:15I was making $21 million a month. I will
41:18eventually. It's just not [ __ ] right
41:19now. these metrics will start to
41:21deteriorate like over time, right? Like
41:23show rate might go down, close rate
41:25might go down, CPMs might go up or link
41:28clickthrough rates go down. Like the as
41:31you go to colder and colder audiences,
41:33but this is a very key point that I want
41:36to make here because return on ad spend
41:40can very much become a vanity metric,
41:42right? So if you just look at this and
41:44go, "Oh, brand's gone down from 27x to
41:462.7."
41:48like your knee-jerk reaction is, "Oh,
41:50that's not good." But look at the
41:52difference. Like even at these stats
41:54here, and I just picked random stats.
41:57We're spending $750,000 a month on ads,
42:00but we're getting $2 million back. Like
42:03when you factor in like wages and
42:04salaries, like the few other expenses
42:06that you might have, that's still like
42:08healthy net profit. And this is the
42:11point that I want to make. Return on ad
42:13spend can become a vanity metric. If you
42:15talk to a lot of agencies, they'll say,
42:17"Oh, we got you this cost per lead or we
42:19we got some of them will be like, we got
42:21you this many [ __ ] impressions." And
42:22just completely [ __ ] ignore the rest
42:24of this equation. How do you measure the
42:26growth of your business and the success
42:27of your business? Frankly, it's net
42:29profit. It's the bottom line of the P&L
42:31statement, right? Like I would rather
42:34get a 2x return on ad spend and pocket a
42:37quarter million dollars a month than I
42:40would, you know, getting a 10x return on
42:43ad spend. Spending $1,000 a month and
42:46then what I go like $6,000 a month
42:50profit or something like that. It's like
42:51[ __ ] you do if you're doing these
42:53numbers, you do that like [ __ ] before
42:54you wake up in the morning. It's a great
42:56feeling. If you want to find these
42:58numbers, we'll have a section in this
42:59video about optimizing. So like what do
43:01these numbers look like on the ads
43:03manager interface. Generally speaking,
43:05everything that's up in clicks is going
43:07to be on your um in your ad account.
43:11Everything under conversions is under
43:12higher level like under the stats tab.
43:15So rate is a little bit different. There
43:16is a reporting feature in high level
43:18that lets you calculate show rate. Um
43:20just on a tactical note though I still
43:23to this day our sales team of 10
43:27currently 10. Um, we still track
43:29everything in a Google sheet and so
43:32every single sales rep just shares one
43:34Google sheet and they have to manually
43:36update how many calls they've had
43:38booked, how many calls I've had
43:39attended, how many calls have had
43:40closed. Um, I actually prefer that
43:43rather than automatic tracking because
43:46the manual action, the manual activity
43:49where they have to update their stats
43:51and then also see how they stack up
43:53against everyone else makes them perform
43:55better. Like I want you to know on a day
43:57to like hourly basis how you stack up
44:00against everyone else and how you're
44:02tracking for this month. I don't want
44:04you to find out an automated report at
44:06the end of the week when 7 days have
44:07already passed. Now that we understand
44:09the quantitative data, here are the
44:11qualitative principles you can use to
44:13look at your advertising through. All
44:15right, so I've got 10 principles for
44:17advertising. They're basically lenses
44:19and principles you can look through to
44:22diagnose your advertising, make things
44:24do better, just understand things at
44:25like a pretty high level, right? So, the
44:28first one, I'll explain in a bit, but
44:30first one's going to ask you a question.
44:31Can you just rate that piece of art on a
44:34scale of 1 to 10?
44:35>> Van Go, I mean, yeah, seven or an eight
44:39based on understanding his brand.
44:41>> Cool. Okay. Well, that's interesting you
44:43said that. So, why did you give it a
44:44seven or an eight? just a familiarity
44:47with the person who painted it.
44:49>> Okay, cool. So, like you're familiar.
44:52>> All right. What about this one?
44:54>> Uh, I like the watercolor theme. Uh,
44:58let's go 67.
45:01>> 67. All right. Cool. What about this
45:03one?
45:04>> That looks something That looks like
45:06something I'd put up on my wall. So,
45:08yeah.
45:08>> Solid nine.
45:09>> Yeah, solid nine. So, why is that? Uh I
45:12just like the uh the message that it
45:15sends me and it's like
45:16>> and why do you like that message?
45:19>> It uh creates a dream state for me.
45:22>> Yeah. So like the first principle for
45:24advertising is advertising is an art
45:27versus science.
45:28>> So the art is within the laws and the
45:31policies of whatever platform that
45:33you're on. You can do or say whatever
45:35the [ __ ] you want. The science is how do
45:37we measure that with a number? Right?
45:39So, I was getting you to rate things on
45:41different scales and so you rated them
45:43differently based on a few things like
45:45one was you said was familiarity, right?
45:47You'd seen them a lot. Now, I don't want
45:50to get too into the weeds of this one,
45:52but like that's that's a very common
45:53one, right? So, they did a study back in
45:56the I think it was the 70s or the 80s.
45:58They took a bunch of university students
45:59into a room. they flashed up on a
46:01projector screen like shapes and symbols
46:04that they knew they had seen or sorry
46:07that they like knew like that's a
46:09square, that's a triangle, that's a
46:10whatever, but they didn't know which one
46:14they'd seen the most. And then they just
46:15took them into another room and just
46:17asked them which one do you like the
46:20most? And they consistently picked the
46:24shape or the logo that without knowing
46:26they'd seen the most times. And so the
46:28joke that I always make in our workshops
46:29is like you don't really like your
46:30friends and family that much. They've
46:32just served you the most impressions
46:33across your lifetime.
46:35>> And so familiarity is one. And then you
46:37had the other one which was like, uh, I
46:39like the You gave it a six, right? Which
46:41was like that art pastel thing.
46:43>> Yeah.
46:44>> Like why'd you rate that one lower?
46:46>> Uh, it's nice, but it's not something
46:50compared to something else I would like.
46:52>> Yeah. Right. You're familiar with it.
46:54Like and another thing that people will
46:56say when I ask them this question is
47:00like the context matters like the
47:02placement. So I did this with Cody,
47:04right? And Cody I showed Cody I think it
47:06was the same piece and he was like ah
47:08like it looks okay. I don't really care
47:10for it. It looked good in a cafe and so
47:12the placement matters, right?
47:14Advertising has different placements. So
47:16if you're on your reels on your story on
47:17your news feed, wherever it is, right?
47:20And then we had Napoleon. So you rated
47:22that the highest. You rated that nine,
47:24right? And that's probably because like
47:26it's a it's a masculine like piece of
47:28art. It has like themes of like
47:30conquering and war and so you rated that
47:33one higher probably based on the fact
47:35that like just your upbringing, your
47:38values, your personality. So that one
47:40resonated with you better. But there's
47:42no piece of art that every single person
47:44on earth rates the highest. Everything
47:47is like an art, right? So advertising
47:50when you really boil it down is an art
47:52as well. And so it evokes an emotion and
47:56that emotion
47:58is going to lead to how responsive you
48:00are to it. So you'll be more responsive
48:02to one ad than you will another ad. And
48:03the reason you'll be responsive to that
48:05ad is because it will evoke different
48:07emotions and it will send different
48:08messages. People often say that you know
48:11the art speaks to them. It has some kind
48:13of message. People will interpret things
48:14completely [ __ ] differently, right?
48:16And so what we want to do is accept the
48:19fact that everything will work to a
48:22degree depending on the placement,
48:24depending on the audience, and just
48:26letting go of like advertising. They'll
48:29speak a lot about like best practice,
48:31right? So they'll say stuff like your
48:33hook needs to be like here's the 10
48:34hooks that you need to use, right?
48:36Here's like the here's I'll give you a
48:37perfect example. So remember um I was
48:40thinking about this morning. remember
48:42when you texted me you were setting up
48:44your ads and you were like I think I
48:46[ __ ] these ones up so I labeled it and
48:49then you messaged me like two two or
48:51three days later was like hey can we fix
48:53up those ads I [ __ ] up and I was like
48:55what do you mean [ __ ] up it's your
48:56best performing ad right now
48:58>> so the science in that the art was you
49:00thought you'd like [ __ ] it up but that
49:02was kind of artistic because it worked
49:04out like the number said it was like the
49:07best performing ad I'm like no you
49:09should [ __ ] up more ads right so like
49:11people ask me You Aiden, you'll probably
49:12edit it in that ad that I filmed where I
49:15honestly just couldn't be [ __ ] filming
49:17ads that day. And so while I was just
49:19getting a haircut, my barber was here. I
49:21was just like I told just film me
49:23getting a haircut and it's the dates.
49:25>> I read I think that ad is hilarious cuz
49:27it's just you're sitting there
49:29nonchalant and it's
49:30>> I don't even say anything.
49:31>> The workshop dates come up and I'm like
49:33>> Yeah. Like I literally don't say
49:35anything at all.
49:35>> Yeah. Um there was something else I was
49:38going to say as well. So art as well.
49:40Art will come and go like fashion
49:42cycles. It happens with marketing as
49:44well. So for example um let's say 2017
49:492018 webinars were really really popular
49:53and then they got overused. When things
49:55get overused in art they get cheesy and
49:57what's the word cliche and so people
50:00adopt to something else a different
50:02style. Then what came in was lead magnet
50:05funnels right and so lead magnet funnels
50:07came in as the evolution of webinars. I
50:09think because their more instantaneous
50:12consumption of the education
50:14>> and volume
50:15>> and volume too right then what happened
50:17was people got really sick of lead
50:19magnets the consumption rates were
50:20really really poor and so it got more
50:22direct so now call funnels are very very
50:24popular now I think what's happening is
50:27we're in a post postcoid world people
50:29are super super skeptical like pretty
50:32much everyone has been burnt by like at
50:33least one thing that they purchase from
50:35a Facebook ad and they're skeptical of
50:37sales reps they're skeptical of anyone
50:39selling anything on the internet. And so
50:41webinars and long form, which is
50:43essentially just a live piece of long
50:45form content, which again, we talked
50:47about that mere exposure effect, right?
50:49The more you see something, the more you
50:50like it from that experiment of the 70s.
50:52>> Just by being exposed to someone for
50:54[ __ ] like however long this video is
50:56going to go for, it increases the their
51:00trust with that person. Just like when
51:02you see your friends and family the
51:03most, right? And so webinar, so webinars
51:06are starting to come back into fashion.
51:08Now you see that in art also. You have
51:11any questions about So that's art versus
51:12science.
51:13>> To to your point, the reason why people
51:16come to me is they say, I've seen you
51:19for years online.
51:21>> Y
51:21>> I don't have any doubt that what you do
51:24is legit.
51:24>> Mhm.
51:25>> Cuz you just been around for so long and
51:27you've been doing your thing.
51:28>> Yeah. And when they come onto the call,
51:31they're like, "Oh, you're the same
51:33person as I see online."
51:35>> Y
51:36>> and the same person as I see um in this
51:39call.
51:40>> Mhm.
51:40>> And in the ads. So it's like
51:42consistency.
51:43>> Yep.
51:44>> And then also the new trend, I guess, is
51:47the two-day workshop. Yeah.
51:49>> But the two-day workshop and the
51:51feedback I'm getting in my testimonials
51:53is
51:55it is so interactive. it. You learn so
51:58much and I get to ask questions in
51:59person as soon as I get stuck.
52:02>> Yeah.
52:02>> Courses.
52:04>> No.
52:04>> Yeah.
52:05>> Because someone gets stuck in a nuance
52:07tailored way that they can't get that
52:09instant feedback from. Yeah.
52:11>> I think instant feedback is an evergreen
52:14thing that you can
52:16>> apply to to any business. It's like if I
52:20have an instant question needs to be
52:21answered by the service based business,
52:24it needs to it needs to be nurtured
52:27immediately and you do that through this
52:30and in that balancing act.
52:32>> Um,
52:34>> no questions. Just thought I'd add.
52:35>> Yeah. Sweet. So on that point of you
52:37said like balancing act. So art versus
52:39science is everything can be measured
52:41with a number. There's dials not
52:44switches, right? Which we we talked
52:46about a little bit already. So each of
52:47these is a dial that we can dial up or
52:50down, right? Advertising isn't you want
52:52to avoid binary speaking in your
52:55advertising in terms of like it works or
52:57it doesn't work. Cuz let's say for
52:59example, you might get someone that's
53:01running their ads and they're going, I'm
53:03not getting any sales, but like they've
53:05got a really decent cost per lead.
53:07They've got a really decent, sorry,
53:09really decent cost per click from the
53:10right people. They're getting a decent
53:12cost per lead. It is possible, not like
53:15100% of the time, it is possible that
53:17they're just really, really bad at
53:18sales. And so in that instance, we can
53:20say, "This is working quite well. This
53:22is working quite well. This is the
53:23issue." Cuz maybe they're closing like
53:25one out of 20 instead of one out of
53:28three. But then what we can do is we can
53:29look at that and go, "All right, this is
53:31fine. This is fine. This is clearly the
53:33problem child." And we just zoom in on
53:35that
53:35>> and dial it in.
53:37>> Right? But then maybe also what we were
53:39talking about before is maybe these are
53:41like very curious leads. So the issue
53:43you had before, right? So maybe what it
53:46is is we dial this in so that there's
53:48more friction. Our cost per lead will go
53:50up a little bit. Our cost per click will
53:51go up a little bit, but it will net out
53:54better here.
53:55>> How long do you give uh dial in the
53:59science of it when you depends like I'm
54:02going to I'm going to have a really long
54:03section at the end of this. Just as a
54:05general rule of thumb, I look at the
54:07rolling last 30 days.
54:09>> Okay?
54:09>> Right? Because things will fluctuate
54:12wildly like day to day, week to week,
54:15even month to month. Like if you export
54:18like if this is a graph here of like 0
54:22days, 30 days and the number of bookings
54:25that we get, it will literally look like
54:28this. But what I'm looking for is this
54:31rolling average in the middle here.
54:33>> The mean,
54:34>> right? Because even like month to month
54:36like it could just be [ __ ] school
54:37holidays or something like that and your
54:39cost per lead goes down or like right
54:40now my cost per leads are everyone's
54:42cost per leads up because petrol prices.
54:44>> So that was my next question. When you
54:46have moments like that where universally
54:49ads are tanking for everybody because of
54:51a global thing or something else maybe
54:54or a change in the uh meta algorithm
54:58>> that rolling 30 days is kind of
55:00irrelevant. Uh how often do those kind
55:03of moments happen?
55:04>> Yeah, pretty often. Like there'll be
55:06like what pretty crazy fluctuable
55:11looking at a financial quarter is very
55:13good as well.
55:14>> Yeah.
55:14>> Like a full 90 days.
55:16>> Yeah. I've gone through a whole bunch of
55:18laps now, but initially when I've gone
55:20through them as a beginner Yeah. in the
55:22first week I'm like
55:24>> it's crazy. Yeah. Because you're going
55:26through this.
55:27>> Yeah. where it's like your first 24
55:29hours there's no leads and then there's
55:31all these leads day two and then there's
55:32a couple leads on day three. Like what's
55:34going on? But you got to remember to
55:35look at the averages,
55:36>> right?
55:37>> Yeah. Look at the averages.
55:38>> Yeah.
55:39>> Make sure your ads are still on.
55:41>> Yeah. Exactly. Like the first was like
55:43my ads didn't work. Like that's the only
55:44instance where your ads did not work.
55:46It's like they weren't on.
55:47>> Yeah.
55:48>> All right. So the third principle I call
55:50it meet them where they're at. The
55:52general rule of thumb here is you want
55:54to be able to repeat back to or address
55:57the internal monologue of your pro
56:00prospect depending where they are in the
56:02process. Do
56:03>> you do that across this whole process?
56:05>> Across this whole process, right? So
56:07let's say for example, they are just
56:08scrolling Instagram and then your face
56:11pops up. Well, what's going through
56:13their head? They're not really thinking
56:15about their offer. They're just
56:16rationally self-interested as we would
56:18all learn in year 10 economics. So
56:19they're just thinking about their own
56:20problems. So, if you have the ability to
56:23repeat back to them their problems,
56:25their desires, things that keep them up
56:27at night,
56:27>> which you should do cuz audience Yeah.
56:30Cuz you know the customer like they've
56:31said this to you a thousand [ __ ]
56:33times. They'll stop pay attention
56:36because they're rationally
56:37self-interested and pay attention to
56:39you. But on the flip side of that, a
56:42poorer example would be if you just
56:44started talking about yourself. That's
56:47not where they're at. That's that's all
56:48the way over here, right? So that's why
56:50I always tell people in the ads like
56:52don't introduce yourself.
56:53>> Yeah.
56:53>> Because the average view duration on
56:55social media is 1.8 seconds. Fun fact
56:58>> used to be you Facebook used to let you
57:00optimize for 3 second video. People's
57:02attention spans got so short they
57:03changed it to two
57:04>> 1.8 far out. So So you're talking about
57:06the top of the funnel. Top of the funnel
57:08is more about them.
57:09>> Yep.
57:10>> Bottom of the funnel is more about you
57:11because they're asking for
57:13>> because that's where they're at, right?
57:15So where they're at right here is their
57:18their own world and their own problems
57:20and they're just rationally
57:21self-interested.
57:22>> And then here when you are talking about
57:24yourself, you're specifically talking
57:25about how you are going to solve.
57:27>> We can even get more micro. So after
57:28they click, where are they right now?
57:31They're curious. So they're still
57:34rationally self-interested, but let's
57:35say they get to the landing page. What
57:37where they're at is, you know, they got
57:391.8 seconds of attention span here on
57:42average. They don't magically regain all
57:44their [ __ ] intellect when they go on
57:45the landing page. Like if you install
57:47Microsoft Clarity, which is like a free
57:49tool where you can like watch people's
57:50sessions and stuff like that, blows out
57:52sensitive information. You'll just see
57:53them furiously scrolling around because
57:55they'll just read the headline. They'll
57:57look at the VSSL, go not listening to
57:58that essay, they'll see the form, they
58:00go, "All right, that's that's what they
58:02want me to do." But then they'll just
58:04furiously scroll through the landing
58:05page to talk themselves into or out of
58:09at least putting their contact details
58:10in. Well, that's where they're at.
58:11They're just slightly more curious,
58:13right? And so where we need to meet them
58:15on the landing page is we need to tell
58:17them at a macro level what you do, what
58:19we want them to do, and then we had to
58:21prove it because they're skeptical
58:22>> and that's where the testimonials come
58:24in.
58:24>> Yeah. But we need to prove it quickly,
58:26>> right? Cuz they have all these open
58:28loops in their heads. So there's a
58:30number of different things that you can
58:31put on the landing page, what order you
58:32put them in, how many FAQs you have,
58:34what FAQs you put there, how your
58:36testimonials are laid out. Can you find
58:39images to replace blocks of text? Like
58:41for example, I'm going to talk about
58:43psychological resistance in a bit when
58:45we talk about landing pages. Um, I
58:47improved the conversion rate of my
58:48landing page almost double because I
58:50just took blocks of text and just tried
58:52to replace them with images that got the
58:54same point across because the brain can
58:56just quickly scan it and go, "Oh, that
58:58makes sense." And then go to the form
58:59and complete it, right? Same with FAQs.
59:02So, I'm having quite a lot of success
59:04just moving FAQs further higher up on
59:06the landing page because people can
59:07quickly see their thought and I'll get
59:10to like constructing your debate in a
59:11bit and like, oh, I'm wondering that
59:14one, they'll click it, maybe another one
59:15and then scroll back up and complete the
59:16form, right?
59:17>> And then even in the nurture sequence,
59:19right? So, where are they at in the
59:20nurture sequence? So, where they're at
59:21in the nurture sequence when they booked
59:22the call is I'm curious enough to want
59:26this. I'm committed enough to book a
59:28call, but they're probably trying to
59:29talk themselves out of it. And so what
59:31we need to do is think what's everything
59:34that's going through someone's head when
59:36they book a call with us. Could you give
59:37me some examples?
59:38>> Uh they are yeah they're desperate or
59:42their pain point is they've getting word
59:45of mouth but it's plateauing.
59:46>> Mhm.
59:47>> And they need to take on something else
59:50like ads or organic.
59:51>> But now what they're trying to do is
59:53they're they're a little bit more
59:54skeptical of you. So this is where we
59:56can talk about us more.
59:58>> Right? We've already spoken about them.
59:59and we'll continue to speak about them.
1:00:01>> The other thing as well is are they do
1:00:03they want to see me are they expecting
1:00:05me in the sales call or a sales rep?
1:00:08>> Generally doesn't matter. That was one
1:00:09thing that I was hesitant about as well.
1:00:10A lot of people ask me that. Um as long
1:00:13as you again you set the expectation
1:00:14that like it will be with a team member
1:00:16perfectly fine like I I'm we have 10
1:00:19nine or 10.
1:00:20>> So inoculate them.
1:00:22>> What's inoculate mean?
1:00:22>> Inoculate means setting expectations.
1:00:24You tell them before that. It's like I'm
1:00:27about to I'm about to tell you something
1:00:28you're not going to like.
1:00:29>> Yeah,
1:00:30>> that's it.
1:00:30>> That's that's all you're doing is like
1:00:32you're just setting expectations
1:00:33throughout this opportunity. But we want
1:00:34to think, right, what are they thinking
1:00:36here? Now, a perfect example of this
1:00:38actually is if you talk to the sales
1:00:40team or you take the sales calls when
1:00:42you're getting objections, they didn't
1:00:44just think of that objection when they
1:00:46when they got to the end of the call.
1:00:47>> They already had that in mind before
1:00:48that.
1:00:49>> They thought about it [ __ ] all the
1:00:50way through.
1:00:50>> And you should put that somewhere
1:00:52earlier.
1:00:52>> Yeah. Yeah. You put it in the nurture
1:00:54sequence. So, like when someone books a
1:00:56call with us, like I know the thing
1:00:59that's top of mind is Brandon, all these
1:01:01testimonials are great, but how bad can
1:01:03you really [ __ ] me on this deal? So, I
1:01:05the first video I send them is I do a
1:01:08loom where I go for our internal NPS
1:01:10surveys and I show them like, hey,
1:01:11here's all our worst reviews and what
1:01:13they had to say.
1:01:14>> NPS for the audience,
1:01:15>> uh, net promoter score, right? So, at
1:01:16the end of our 2-day workshop, this is
1:01:18[ __ ] long ass survey you got to fill.
1:01:20It like asks how easy or difficult you
1:01:22find certain sections, feedback, and
1:01:24then on a scale of 1 to 10, how likely
1:01:26are you to recommend us to a friend or a
1:01:27colleague? And I go through like the
1:01:29fours, the fives, and the sixes, and the
1:01:30sevens and go, cool, this person gave me
1:01:32a four. Like, what did they have to say?
1:01:34And it's not like Brandon is a [ __ ]
1:01:36scam artist. It was like, I'm just like
1:01:37not that good with computers, right?
1:01:40Because humans are interesting. When
1:01:42there's a lack of information, they'll
1:01:44just make up a story in their head and
1:01:46agree with it because it's the lowest
1:01:48psychological resistance thing. You got
1:01:50to remember all people are trying to do
1:01:51throughout this entire process is just
1:01:53conserve calories. That's all they're
1:01:55trying to do their entire [ __ ] life
1:01:56is just be efficient with their calories
1:01:58so they they don't drop dead, right? And
1:02:01so
1:02:03think so like all right, they're
1:02:04skeptical of us like like how can we
1:02:07address that? I like well I send them
1:02:08like loads of podcasts like PR that
1:02:10we've been in and then we spend like we
1:02:12send like three or four emails the first
1:02:14day they book. A lot of people would
1:02:15think that's a lot. I learned from
1:02:17Jeremy Haynes like he calls it his
1:02:18hammer them strategy but the open rates
1:02:20and the clickthrough rates are like
1:02:22through the [ __ ] roof.
1:02:23>> What about when they get through into
1:02:25that, you know, hammer them with
1:02:27podcasts and testimonials and stuff and
1:02:29they say I'm bombarded with text
1:02:31messages and emails all of a sudden.
1:02:33>> Well, exactly right. So it's dials, not
1:02:35switches. We get complaints. it just
1:02:37nets out better, right? The other thing
1:02:40as well is we have you have a blanket
1:02:42rule. If someone complains about the
1:02:45emails, the text messages, we delete
1:02:46their booking because previous behavior
1:02:50is incredibly predictive of future
1:02:52behavior. And so, if they're just a
1:02:53[ __ ] during the sales process,
1:02:55they're going to be a [ __ ] during
1:02:56the program. So, we just don't let them
1:02:57in.
1:02:58>> Right? Because the other thing as well
1:02:59is most people actually [ __ ]
1:03:01appreciate the information because they
1:03:03booked the call because they want
1:03:05information, but they might not get it
1:03:07that information for 3 days when the
1:03:08booking is. And so you save them a bunch
1:03:11of time, physical and psychological
1:03:13resistance, which we'll get to when you
1:03:15just [ __ ] send them everything that
1:03:16they want up front. Like I could keep
1:03:18going on like past this cuz I'll link
1:03:21marketing and sales to product, right?
1:03:23Cuz I see I see like marketing, sales
1:03:27and product as like one interlin engine,
1:03:31right? Because when marketing does well,
1:03:34sales does well. When sales does well,
1:03:35more people use your product. When more
1:03:37people use your product, more people get
1:03:39results. More people have testimonials.
1:03:40Those testimonials go into your
1:03:42marketing, improves your your conversion
1:03:44rates, improves your close rates.
1:03:45>> It snowballs.
1:03:46>> It snowballs, right? And so like all
1:03:48we're doing is just like collecting
1:03:49testimonials and just chucking them in,
1:03:51>> right? And so I want to be able to
1:03:52predict someone's behavior in the
1:03:54marketing and sales in the offer because
1:03:56if the offer does well, the marketing
1:03:57does better, the sales does better. So I
1:03:59added this one question. I'm probably
1:04:01going to talk about it again later when
1:04:02we get to landing pages and surveys that
1:04:05I I had a theory that I could predict
1:04:07someone's behavior based on their
1:04:08response to one question. And I was
1:04:10[ __ ] dead right. So the question was
1:04:14it was multi- choice. It was something
1:04:16like, "Which best describes your
1:04:18approach to learning and implementing
1:04:20new things for the business?" Options A
1:04:22and B were variations of, "I like having
1:04:25a plan, but I know I need to make
1:04:27adjustments along the way." Options C
1:04:29and D were variations of, "I'm going to
1:04:31get [ __ ] annoyed if this doesn't work
1:04:33immediately." And internally in our CRM
1:04:36system, it would just put a little red
1:04:38flag. It still does. It puts a little
1:04:39red flag emoji next to that lead's name.
1:04:41>> And then we measured it for a full
1:04:43financial quarter. If someone was a red
1:04:45flag, they had half the show rate and
1:04:47half the close rate of people that were
1:04:49not red flags. And then whenever someone
1:04:51complained in the program, we looked
1:04:53them up in the CRM system. 100% of the
1:04:55time there was a red flag. 100% of the
1:04:57time. Like it's incredibly predictive.
1:04:59>> So how did you adjust to that then?
1:05:00>> We just don't let them [ __ ] book,
1:05:03>> right? They had to beg to get in. So if
1:05:07if if I was to add red flags throughout
1:05:09that survey before they book, it would
1:05:11be their their started their their
1:05:15pre-revenue. Well, it could be that one.
1:05:17So this is this this red flag test
1:05:19specifically is to indicate like how
1:05:21well they'll do in the program, not
1:05:23necessarily what they buy or not.
1:05:24They're slightly different. So industry
1:05:26set has this one as well. So industry
1:05:28sets my other company with Jackson for
1:05:29the content. you know about this, but so
1:05:31it's for electronic music producers to
1:05:33make better music faster, get signed to
1:05:35labels, play music festivals, all that
1:05:38[ __ ] Um, their red flag test, you had
1:05:42to talk to the sales team, right? So,
1:05:44you talk to the sales team, the product
1:05:45team, and you, what you're trying to do
1:05:47is work out the mindsets
1:05:50of people that do not do well in the
1:05:52program or that are just [ __ ] pains
1:05:53in the ass. And so theirs is, yeah, we
1:05:55hate when people are like, "Yeah, I
1:05:57already make good music. like just sign
1:05:58me to [ __ ] Tomorrowland or whatever,
1:06:00right? And so our red flag test for
1:06:02industry set is which best describes
1:06:05where you're at in your music career
1:06:06right now. Options A and B are like I'm
1:06:08always learning. I'm always developing
1:06:10and I know I can be better. Something
1:06:11like that. Options C and D, the red
1:06:13flags, like I already make good music. I
1:06:15just need to get signed to a label. Give
1:06:17me an artist manager. Right? That's
1:06:19their red flag test. So it depends on
1:06:21specific businesses. And then for me
1:06:23personally, the biggest objection that
1:06:25I'm trying to figure out how to balance
1:06:27is
1:06:29uh are they the main decision maker?
1:06:32>> That's their business.
1:06:33>> That's that's a qualifying question.
1:06:34>> That's a qualifying question. But
1:06:35they're but they're also a lot of the
1:06:37time they would go keen. Yes. Awesome. I
1:06:40just need to ask my spouse.
1:06:42>> And a lot of the time they don't come
1:06:44back. They're ghost.
1:06:45>> Yep. Well, then we got a silence problem
1:06:47there, right? So then you can address
1:06:49that there. You can also address that
1:06:50here. So we also put like our nurture
1:06:52sequences like hey just to
1:06:55um this is another point as well. You
1:06:58always want to make think position
1:06:59things messaging wise as a benefit to
1:07:01them, right? So a bad example would be
1:07:04like, hey, to save me time following you
1:07:07up, I'm obviously exaggerating. To save
1:07:09me time following you up, make sure if
1:07:10there's any other decision makers that
1:07:12you bring them to this call, otherwise
1:07:14we'll just reschedule. Selfish to you,
1:07:16right? So what you can do is you can
1:07:18reward it and say, "Hey, just so you
1:07:19don't have to play messenger owl um like
1:07:22speaking to anyone else. If you need to
1:07:24reschedule so that um let me know if you
1:07:26want to reschedule." so that anyone
1:07:28anyone else can involved and you don't
1:07:29>> when do you say that?
1:07:30>> I put one of the merchant sequences put
1:07:32in the booking doesn't particularly
1:07:33matter too much. Usually like the first
1:07:35text message.
1:07:36>> Yeah. Like to that point when I was uh
1:07:38building my wedding photography business
1:07:40it would always be the um the girl the
1:07:43bride
1:07:44>> who would find me and and book a call
1:07:46with me.
1:07:47>> Yeah. And it would always be I need to
1:07:49ask my fiance
1:07:52>> who would be on FIFO or something out on
1:07:55swing. And I fixed that by going hey uh
1:07:59just uh to to before you book a call I
1:08:01need both of you in the call to see if
1:08:03we are all the right fit and and synergy
1:08:06is. And then when we do the call I speak
1:08:09emotionally to the bride. She's sold.
1:08:12>> The guy's just there folding his arms
1:08:14going one question. How much does it
1:08:16cost? But before I give him the
1:08:17question, the answer, I say to him, you
1:08:19can delegate all of her questions to me
1:08:22because you're not gonna know the
1:08:24answer. I do. And he just goes,
1:08:26>> "Yeah, yeah, yeah."
1:08:27>> So that's a good example of like meet
1:08:29them where they're at.
1:08:30>> Now, the fourth one is set expectations.
1:08:33I won't spend too much time on this one
1:08:34because we've already spoke about it
1:08:36quite a lot, but setting expectations is
1:08:39like all of your life, all you're trying
1:08:41to do is just I think I said it in
1:08:43Paul's podcast. Do you remember I said
1:08:45like I've done all right because I've
1:08:48always managed people's expectations of
1:08:50me pretty well and set expectations
1:08:51pretty poorly. So whenever I've done
1:08:53like well people pleasantly surprised.
1:08:55And so all you're trying to do in life
1:08:58people are only disappointed when their
1:08:59expectations don't meet reality. And so
1:09:01one of the key skills you can develop in
1:09:03life is just managing people's
1:09:04expectations. And so the same thing
1:09:06happens in marketing. The ad needs to
1:09:09set an expectation that the landing page
1:09:11must meet. Right? the how well you set
1:09:14those expectations, showing it to the
1:09:16right person, having the right copy, the
1:09:19right content, the language that you
1:09:21use, that will be reflected by higher
1:09:24conversion rates, right? Same thing with
1:09:27like your nurture sequences. We talked
1:09:29about it already. Like if you set the
1:09:31expectation this is a free consultation,
1:09:33you're going to get a bunch of people
1:09:34that want free consultations and don't
1:09:36buy anything
1:09:36>> and they definitely don't have any
1:09:38money.
1:09:38>> Exactly. Right. So that would be
1:09:39reflected by like a really poor close,
1:09:41right? Yeah,
1:09:43>> but if you frame it as an application
1:09:45call, pretty clear this is
1:09:47transactional, right?
1:09:49>> And so that's setting expectations. Hey,
1:09:51real quick, if you're enjoying this and
1:09:52you want the help of myself and the rest
1:09:53of my team so you can build this out and
1:09:55optimize it along with you, there's some
1:09:58links for with you express as well as
1:09:59being able to save a spot for a
1:10:01workshop. If you can't come to one of
1:10:02the upcoming cities or one of the
1:10:04upcoming dates, we're just not running
1:10:05workshops where you are or you can
1:10:07conveniently get to we have a version
1:10:08called with you express. It's all the
1:10:10same support that our full workshop
1:10:12members receive, the 50 plus calls a
1:10:14week, being able to respond in school,
1:10:16the AI version of Brandon, but rather
1:10:18than the in-person workshop, you'll go
1:10:20through an accelerated online version,
1:10:23which you go through with the AI version
1:10:25of myself, so that as you're going
1:10:26through the workshop content, because
1:10:28I'm not in the room with you to give you
1:10:30feedback on your headlines, there's an
1:10:31AI version of me you can chat to to get
1:10:33feedback on your ads and your landing
1:10:34pages, on your headlines, and things
1:10:36like that. So if you want to learn more
1:10:38about that there's some links in the
1:10:39description. The fifth principle is
1:10:40winning hearts and minds. Now depending
1:10:42which book you read the brain has like
1:10:44two systems of thinking. Like there's
1:10:46the book very popular book thinking fast
1:10:48thinking slow. I've learned red brain
1:10:50green brain by like Peter Lakovich the
1:10:52entourage uses it as well. If I ask
1:10:54Cameron Norworthy he's my sports
1:10:56psychologist he refers to it as thinking
1:10:59brain being brain. But it's basically
1:11:01you've got logical thinking which is
1:11:03significantly slower. Cameron could get
1:11:05into the like neuroscience and the
1:11:08biology of that part of the brain just
1:11:10developed later in human evolution. And
1:11:12so there's kind of like a lag. And then
1:11:14you've got emotional thinking which is
1:11:16significantly faster. The reason it's
1:11:18faster is it developed first. Cameron's
1:11:20going to kill me cuz I can't [ __ ]
1:11:21remember what part of the brain it's
1:11:22called. But like you can probably recall
1:11:23a time where you're having like an
1:11:25argument with a spouse or a mate or
1:11:26something like that. Emotions are
1:11:28running high. And because emotions
1:11:29running high, you say something so
1:11:31quickly that as soon as the words leave
1:11:32your mouth, feel like I'm sleeping on
1:11:33the [ __ ] couch tonight, right? And so
1:11:35there's this saying, I can't remember
1:11:37who told it to me, but humans buy
1:11:39emotionally and justify logically. I add
1:11:42this third part, which is humans buy
1:11:44emotionally, they justify logically, but
1:11:46their logic's already a little bit
1:11:47screwed up if their emotions got to them
1:11:49first. But we need to find this balance
1:11:52between two, right? So, the example I
1:11:54give in the workshop, I think Aiden
1:11:55clipped it up on Instagram the other
1:11:57day, was on an advisory call with this
1:11:59uh Wiki member and I was looking at the
1:12:02headline for his landing page and he
1:12:04went all in on the emotion. And so, his
1:12:07headline was something like uh stress
1:12:10lessons, sleep well at night. And I was
1:12:12like, oh, that's pretty good. That's a
1:12:13good feeling. I was like, wait, what do
1:12:15you do? He was and he's like, I'm a tax
1:12:17accountant. And I was like, oh, I
1:12:19thought you were like a [ __ ]
1:12:20mattress, right? because the outcome was
1:12:22unclear, right? So, we need to find this
1:12:25balance between yeah that like that's a
1:12:28result or that's an outcome that I want
1:12:31but also like how is that going to make
1:12:33me feel? So, the way that I get people
1:12:35to like kind of map this out [ __ ] me is
1:12:38like number one like what's the thing?
1:12:40So, the earliest evolutions of
1:12:42advertising and marketing just simply
1:12:44told as many people as they could this
1:12:46is the thing and this is how much it
1:12:47costs. The second evolution of
1:12:49advertising was like the result right so
1:12:53car advertising in the I think 20s and
1:12:5630 or 30s and 40s I can't remember the
1:12:58decade was very utilitarian so this car
1:13:02can travel this far on a single gallon
1:13:04of gas right then what happened as we
1:13:07all know now advertising you're selling
1:13:08a feeling so like it's the result of the
1:13:12result
1:13:13>> yeah so if I experience this outcome
1:13:16what feelings will I evoke
1:13:18Right. And so those feelings like
1:13:21[ __ ] now three there like what's that
1:13:24feeling? It's like I feel like I'm in a
1:13:26[ __ ] jet fighter when I fly through
1:13:28this tunnel through the Perf underpass,
1:13:30whatever the [ __ ] it is, right? So what
1:13:31is that feeling? You sell that feeling,
1:13:33right? Um, cologne and perfume ads are
1:13:37actually a [ __ ] perfect example of
1:13:40this because when you royally boil it
1:13:43down, it's a pretty glass bottle with
1:13:46some random oils mixed together, but
1:13:49they can only really talk about the
1:13:50feeling because they can't get the
1:13:52result through the television. Like, you
1:13:53can't get the smell through it.
1:13:54>> Can't get the smell.
1:13:55>> So, like what are all like perfume and
1:13:57cologne ads? It's three and a half
1:13:58minutes long, sometimes five, and all it
1:14:01is is a bunch of hot models partying in
1:14:04Europe, and you want to be there.
1:14:06>> Like that's that's all that feeling is.
1:14:07And then the [ __ ] cologne bottles,
1:14:09like the last 3 seconds,
1:14:10>> the links the lynx ads as well with the
1:14:12the deodorant.
1:14:13>> Yeah, I want to um revisit the um those
1:14:16five gum ads.
1:14:17>> Oh yeah,
1:14:18>> they're fant. They're still around, man.
1:14:20They fumbled the [ __ ]
1:14:21>> B. Now with your with that number five
1:14:23before we move on,
1:14:24>> the feeling part.
1:14:26>> Yeah. Where is the best place to put the
1:14:29feeling part?
1:14:30>> All throughout here.
1:14:31>> All throughout.
1:14:31>> Yeah.
1:14:32>> Cool.
1:14:32>> So, you want
1:14:33>> you just got to manage the expectation
1:14:35consistently of the feelings throughout
1:14:37the whole thing.
1:14:38>> Yeah. Exactly. Like this is one thing
1:14:40that I was I was always very good at
1:14:41evoking emotions. However, feedback I
1:14:43got was like like it wasn't very clear
1:14:46what I did. However, it worked cuz I
1:14:48like evoked emotions. I'm just good at
1:14:50pissing people off on the internet. And
1:14:52so as I started doing ads that lent more
1:14:55into the logical, it unlocked this like
1:14:58different audience because you got to
1:14:59remember again this is linking to dials
1:15:01not switches. People respond differently
1:15:03to different pieces of art. So if
1:15:05something's just a super hyper
1:15:07emotionally triggering ad like an old ad
1:15:09I would have run, it will respond to one
1:15:12audience. But like let's say for example
1:15:13like accountants and engineers is
1:15:15engineering personality types just won't
1:15:17resonate with that. And so when you just
1:15:19straight tell them like this is what it
1:15:20is, that will unlock a portion of the
1:15:23audience which is more analytical than
1:15:25they are emotional because it's not one
1:15:27or the other. It's a mix of both. But
1:15:29then again, it's not 50/50. Some people
1:15:31it's 604. See what I mean? Cuz all these
1:15:33principles interlink. So it's all dials
1:15:35on switches. Not just one or the other.
1:15:37So the next principle is constructing
1:15:38your argument. So, I have a philosophy
1:15:40tutor, Malik, that comes in every
1:15:42Fortnite and teaches me philosophy. And
1:15:44mainly at the moment, like critical
1:15:46thinking, but he's also a debating
1:15:48coach. And it made me think when you
1:15:50really boil it down, all marketing and
1:15:52advertising is is just debating at
1:15:54scale. Because this is you, the happy
1:15:58advertiser, and then this is an army of
1:16:02opposition of people that you're
1:16:04targeting that are unhappy with their
1:16:07lives. And just think about like in high
1:16:10school when you did you ever do debating
1:16:12in high school.
1:16:13>> Yeah. So like you have like usually you
1:16:14have teammates and stuff, right? You go
1:16:16three on three, but like in this
1:16:18instance it's one versus your entire
1:16:20[ __ ] audience size, right? You are
1:16:24trying to reach get them to reach a
1:16:26logical conclusion which is like a
1:16:29number of things. It's like buy my thing
1:16:31from this person specifically, right?
1:16:33this audience that you're targeting,
1:16:35they already have a list of their own
1:16:37preconceived notions, ideas, beliefs,
1:16:41agreements, preconceived notions of how
1:16:44you do what you do, and they have an
1:16:46argument against you. Generally
1:16:48speaking, like the hottest audience,
1:16:51people going to disagree with you from
1:16:53the get- go. And so, what we need to do
1:16:55is we need to build a strong argument to
1:16:58do or not do your thing. and we need to
1:17:01rebut and address their arguments,
1:17:04right? A really weak argument is just
1:17:08supported by one premise. A really
1:17:11strong argument is supported by multiple
1:17:14premises. You can also think of
1:17:15premises, reasons. So really weak
1:17:19advertising campaigns just focus on
1:17:21here's one reason to buy our thing,
1:17:23right? It's just one ad, the landing
1:17:24page is just about that reason. There's
1:17:26like no sequences that don't talk about
1:17:28that. And then the agency would say,
1:17:30"Oh, you just need to put more money
1:17:32into that one creative." That's [ __ ]
1:17:34anyway.
1:17:35>> Yeah. Exactly. Right. But they didn't
1:17:36they didn't create multiple different
1:17:37reasons
1:17:38>> to test.
1:17:39>> Yeah. Exactly. And then this audience
1:17:41here, which is your opposition, which is
1:17:44also just the market. They have all
1:17:47these [ __ ] different beliefs that you
1:17:50need to address
1:17:52one by one, right? And so one of the but
1:17:56by the way they'll actually agree with
1:17:58some of yours already, right? So let's
1:18:01let's use me as an example. They agree
1:18:03that they need more consistent leads.
1:18:05They agree that they need more quality
1:18:07leads. They agree that agencies aren't
1:18:09working for them. However, what they
1:18:12might disagree with is I'm not
1:18:14techsavvy.
1:18:15>> You swear too much.
1:18:16>> Yeah, I you swear too much. You wear
1:18:18Crocs in your ads. You seem
1:18:20unprofessional and I'm skeptical. Um, I
1:18:23think these testimonials are fake. I
1:18:26don't have time for this. Right? And so
1:18:29what we need to do is we need to create
1:18:31content that communicates and attacks
1:18:33each of these. Right? And where we
1:18:36attack them can be in multiple different
1:18:37places, right? It can be if I was to
1:18:40flip the board back over, it could be in
1:18:41the ad. So addressing like none of the
1:18:44people in this room thought they were
1:18:45techsavvy, right? Or like for example
1:18:48when I won that award or which one? But
1:18:50like when I won that award,
1:18:52>> you're not professional and you no one
1:18:54thinks.
1:18:54>> Exactly. Like a lot of people booked
1:18:56calls and told the sales team, I thought
1:18:58Brandon was [ __ ] until I saw that.
1:19:00>> Right. And so then we cool. We attacked
1:19:02that one.
1:19:03>> So you create you create artifacts to
1:19:05leverage against those um opposing
1:19:09things
1:19:09>> because all it takes is one.
1:19:12>> All it takes is there to be. Yeah, I
1:19:15agree with that. I agree with that. I
1:19:16agree with that. I agree with that. I
1:19:17agree with that. But I don't think I
1:19:18have time for this. And the only person
1:19:20that can best do that in the business is
1:19:22the business owner.
1:19:22>> Yeah. The other thing as well is I
1:19:24actually just wiped it off because I had
1:19:25my philosophy tutoring stuff up here is
1:19:28humans I think I think this is the word
1:19:30Malik taught me. It's called naive
1:19:32realism which is people generally
1:19:35speaking have to go through life
1:19:38believing that they are correct and they
1:19:39are right in their assumptions about how
1:19:41the world works. It's very uncommon not
1:19:44never dials not switches. It's very
1:19:46uncommon for people to just question all
1:19:48of their internal beliefs, right? So,
1:19:51the people that are in the comments of
1:19:53my ad saying, "I'm a scam artist." In
1:19:55their in their world, in their version
1:19:57of reality, they're correct. In my
1:19:59version of reality, they're [ __ ]
1:20:00[ __ ] But we just need to [ __ ]
1:20:02meet somewhere in the middle.
1:20:05Right? So, we need what you need to do
1:20:08is just constantly think, "All right, if
1:20:10I was my prospect, what are all the
1:20:12reasons why they wouldn't do something?"
1:20:14And then you make ads about it. You
1:20:16address it in your like landing pages.
1:20:18You address it in the nurture sequences.
1:20:20And then you preempt it in the sales
1:20:21call.
1:20:21>> And you've got 1.8 seconds to identify.
1:20:25>> Yep. Yep.
1:20:26>> Because again, I'm I think I'm going to
1:20:28get to psychological resistance in a
1:20:30bit. They're just they're lazy about
1:20:31this, right? They're they're they're
1:20:34going through the world believing that
1:20:35they're correct in their assumptions of
1:20:36how the world works and they will not go
1:20:38to very much effort to prove themselves
1:20:40wrong. But if you call them out in that
1:20:42first 1.8 seconds, they'll be curious
1:20:45enough to want to watch.
1:20:47>> They'll be more likely
1:20:49>> more likely to watch. Not not 100%
1:20:51>> not switches.
1:20:52>> Yeah. Exactly.
1:20:52>> And when that happens, where do you find
1:20:57more success in the in the things that
1:21:01people are already saying good about you
1:21:03or when you use the things that people
1:21:06are not sure or saying bad about you?
1:21:08I'm seeing a lot of success here.
1:21:10>> So, actually dial in more into the
1:21:13negative stuff.
1:21:14>> Yeah. Exactly.
1:21:15>> Because that will then educate the
1:21:17people and make them understand
1:21:19>> when you're reading their you reading
1:21:21their mind.
1:21:22>> Exactly. Because the other thing as well
1:21:23is when again when there's a lack of
1:21:26information, humans will just make up a
1:21:27story in their head and agree with it
1:21:28and not go to very much effort to prove
1:21:30themselves otherwise. And so what we
1:21:32needed to do is like when you just don't
1:21:33address something, they'll just make up
1:21:35the worst possible story. And then also
1:21:37humans have a negative cognitive bias.
1:21:39So they generally speaking will just
1:21:40lean on the negative. That's why the
1:21:42comments section of ads is generally the
1:21:44most negative and people won't go to
1:21:46much effort to like leave positive
1:21:48comments. Generally speaking, they just
1:21:49like it. Let's move on. The next
1:21:51principle is only selling the next step.
1:21:53I don't need to spend too much time here
1:21:55cuz I've already spoken about this. It
1:21:56also kind of pretty closely links to
1:21:58like setting expectations. But the ad is
1:22:01just trying to get the right person to
1:22:02click. The opt-in page is just trying to
1:22:05get the right person to opt in. The
1:22:07booking page is just trying to get them
1:22:08to book in a call. The show rate is just
1:22:10trying to get them to shop. Now the
1:22:12sales call is trying to get them to buy.
1:22:13Like we're only ever trying to sell the
1:22:14next day.
1:22:15>> And your ultimate goal is pretty much
1:22:18the call is just a onboarding call.
1:22:21>> That's the ultimate goal.
1:22:22>> Yeah.
1:22:22>> Yeah. So the other thing as well is you
1:22:24want to think of these as like micro
1:22:26commitments. So if you ever been to You
1:22:28probably have, I've been to a few. You
1:22:30ever been to like a sales seminar? But I
1:22:32did someone's sales seminar. What
1:22:34they'll try and do, and I do this in my
1:22:35webinars, is you try and get them to do
1:22:37little micro compliances along the way,
1:22:39right? So they'll get you to raise your
1:22:41hand, they'll get you to stand up,
1:22:42they'll get you to clap, they get you to
1:22:43talk to the person next to you, like all
1:22:44these little micro compliances and they
1:22:47all kind of stack up, right? Because
1:22:48I'll give an extreme example. If your ad
1:22:50was just buy my thing, you'll have a
1:22:53very poor, not never, but very poor
1:22:56success rate, right? But if it's just
1:22:58click this ad and then which best
1:23:00describes you like another qualifying
1:23:03question by the time they get to like
1:23:05the eighth questions asking for contact
1:23:06details they've already done all these
1:23:08little micro commitments that increases
1:23:10the likelihood they do that last step
1:23:12but if you go click an ad give me a
1:23:14phone number that's a higher level of
1:23:18resistance again not never but we can
1:23:20increase the net outcome by just doing
1:23:22little small micro commitments right and
1:23:25just get like getting people to stack
1:23:27those yeses. Essentially, that's all
1:23:29we're doing with this advertising. We're
1:23:30just trying to get them to agree to
1:23:31click, agree to answer the first
1:23:33question, agree to answer the second
1:23:34question through to the last question,
1:23:36agree to book a call, agree to show up
1:23:38to call, agree to buy. All we're just
1:23:40trying to do is just micro commitments.
1:23:42And then even still, like in the nurture
1:23:44sequence, I'll get to like principles to
1:23:46increase show rates. Like we'll get them
1:23:48to like reply a couple times, right? And
1:23:51so the likelihood, this is kind of like
1:23:54jumping ahead, but like one of the key
1:23:57things you can do at advertising is get
1:23:59them to identify themselves as a
1:24:02customer because identity is one of the
1:24:05like strongest influences of behavior.
1:24:09There's a chapter in uh I think it's I
1:24:12think the author is Robert Calaldini uh
1:24:14influence and there's a chapter where
1:24:16they ran an experiment. They had this
1:24:18like big ugly sign and it was basically
1:24:21to support safe driving or not
1:24:23distracted driving. I can't remember
1:24:25exactly. Doesn't particularly matter.
1:24:27And the first one they just like went up
1:24:29to random houses that they hadn't
1:24:31approached before and said, "Hey, can
1:24:34you put this big ugly sign on your front
1:24:35lawn?" Almost no one agreed to it. Then
1:24:38what they did was they ran a second
1:24:40experiment. They got someone to visit
1:24:43the house a week ahead of time and just
1:24:46ask like, "Hey, we're just doing a
1:24:47petition. Do you support safe driving?"
1:24:50And like pretty much everyone was like
1:24:51understand like, "Yeah, I do." And just
1:24:53signed the petition. Then someone came a
1:24:55week later and said, "Hey, can you um
1:24:58put this big ugly sign up saying you
1:25:00support safe driving?" And because they
1:25:01had identified themselves as someone
1:25:03that supports safe driving, now like 84%
1:25:06of them or something like that put this
1:25:07[ __ ] ugly sign when previously it was
1:25:09[ __ ] flat zero, right? And so
1:25:12whenever you have like ways in your
1:25:14nurture sequences or in your application
1:25:16forms to get them to identify as someone
1:25:18that behaves in the way that you want
1:25:20them to do, you increase your likelihood
1:25:22of success. We also do this in the the
1:25:24product side. So the stuff we do in our
1:25:26onboarding process, we we try and get
1:25:28them to identify themselves as someone
1:25:29that does well in the program to
1:25:31increase the likelihood of their success
1:25:32because they'll exhibit the behaviors of
1:25:34someone that will do well that will give
1:25:36a case study that will go back into the
1:25:37marketing back and start because goes
1:25:38the flywheel spins. All right. So the
1:25:40eighth principle is curious versus
1:25:42committed. So this is a little spectrum
1:25:44that I came up with trying to
1:25:46troubleshoot someone's ad copy. So this
1:25:49applies to your ad copy, what you say,
1:25:52like what you write in the ads. This
1:25:53applies to the content. So whether that
1:25:56be the image or whether that be the
1:25:58video. This can also apply to your
1:26:00search terms in Google as well. It
1:26:02applies to the marketing strategy in
1:26:04whole. It applies to like what you call
1:26:05the booking. Like everything all of your
1:26:08communication for marketing exists on
1:26:12this spectrum of curious versus
1:26:16committed. And it will have a I probably
1:26:18should have written it on the other
1:26:19side, but remember how I was saying
1:26:22sometimes if you have a really good
1:26:25click-through rate, sometimes the
1:26:27commitment rate like the close rate will
1:26:28be really really poor. It's the same
1:26:30thing, right? So let's say for example,
1:26:33well, let's use marketing strategy as an
1:26:35example. So you know what a lead magnet
1:26:37funnel is, right? So, for those that
1:26:39don't know, a lead magnet funnel is you
1:26:41see an ad, you click it, and it's
1:26:43advertising, hey, if you give me your
1:26:45name, your email, and your phone number,
1:26:47I'll give you a free training video on
1:26:49how to get dream outcome. Right? That's
1:26:51scenario A. Scenario B would be here's
1:26:56an ad for the W with you program. This
1:26:58landing page is all about the program.
1:27:00There's nothing for free. Uh, start your
1:27:03application and book an application
1:27:05call. That's scenario B. If this is a
1:27:08zero and this is a 10, on a scale of
1:27:10curious to committed, where would you
1:27:12place the first example, the lead
1:27:16magnet?
1:27:16>> I would have it higher cuz they get
1:27:18something
1:27:19>> as in like would the leads be curious or
1:27:21committed
1:27:22>> or in terms of going all the way through
1:27:24the workshop?
1:27:25>> Yeah,
1:27:26>> probably somewhere in the middle.
1:27:28>> Yeah.
1:27:28>> So, usually people place it around
1:27:30there, right?
1:27:31>> And scenario B is the ad is just selling
1:27:34the with you program. The landing page
1:27:36is just selling the with you program.
1:27:38You're booking an application call.
1:27:40There's no free information like
1:27:42training information. Where would you
1:27:43place that on a scale of 0 to 10?
1:27:45>> And they're and they're already booking
1:27:46the call.
1:27:46>> Yeah.
1:27:47>> Oh, well then they're more committed.
1:27:48>> Yeah. B, right? Or B would be closer
1:27:51towards 10 because all the communication
1:27:55is implying a level of commitment. And
1:27:58the way that's reflected is sure some
1:28:01conversion rates would go down like if
1:28:03we have clicks conversions close like
1:28:07sometimes these go down a little bit. Um
1:28:10but actually what will happen is I'll
1:28:12give you another example. Let's say I
1:28:14had a client come to my advisory call
1:28:16and he said Brandon I'm getting loads of
1:28:19clicks but my conversion rate is really
1:28:22really poor on his landing page. All I
1:28:25asked him was, "What's the first
1:28:27sentence of your ad?" And his sentence
1:28:29was, "This is how guys are losing
1:28:32stubborn belly fat." Now, if you just
1:28:35read that sentence, what are all the
1:28:37things that you think that could be?
1:28:39>> Fat loss program.
1:28:40>> Yeah. Fat loss program. What else?
1:28:42>> Fitness.
1:28:42>> Fitness, ompic, fat diet, juice cleanse,
1:28:46[ __ ] peptides. There's all these
1:28:48different things that it could be,
1:28:50right? But only like a small section of
1:28:52them are expecting it. Now this also
1:28:54links to the set expectations. Curious
1:28:57and committed links highly to the
1:28:58principle of set expectations. So what I
1:29:01told him to do was change his sentence
1:29:03from original sentence was this is how
1:29:06guys are losing stubborn belly fat which
1:29:09a lot of people would click cuz they're
1:29:10curious to find out what what what do
1:29:12these things are. All I got to do was
1:29:15change it to this is how the guys I
1:29:18coach are losing stubborn belly fat. it
1:29:21slides it further up this committed
1:29:23scale simply by putting the word guys I
1:29:26coach. So now what's happening is we've
1:29:28narrowed down the realm of possibilities
1:29:31to all right well this is obviously
1:29:33[ __ ] coaching. What happened
1:29:36was his link clickthrough rate went down
1:29:39a little bit.
1:29:41His landing page conversion where we're
1:29:43asking for commitment it went up a lot.
1:29:46It like quadrupled. Right? So what
1:29:49happened was he netted out a lower cost
1:29:51per lead.
1:29:52>> So that's why the quick clickfunnel
1:29:53stuff is kind of in the yes year because
1:29:57you want less people who just
1:29:58freeloaders expecting all the good
1:30:01information to be here
1:30:03>> and when it's not there
1:30:05>> they don't go continue forward
1:30:07>> again and it's balancing it
1:30:08>> but now they go oh the guys that he
1:30:10coaches
1:30:11>> that means it's already working I want
1:30:13to be one of those people. Well, what's
1:30:14happening is they're clicking it,
1:30:17they're going to a landing page, they're
1:30:19seeing an application for for coaching,
1:30:21and it's meeting their expectations.
1:30:23It's meeting them at their level of
1:30:25commitment where they're at right now.
1:30:27Whereas previously, what was happening
1:30:28is we were sending a lot of people like
1:30:30this to a landing page asking for
1:30:33commitment like this. All right, just to
1:30:36like finish that example as well, what
1:30:38we also did, the next problem he had was
1:30:42guys were getting on the call, so he was
1:30:43happy, but he's like, "Oh, they're all
1:30:45broke." And so all we did was we changed
1:30:48his sentence one more time. And it was
1:30:50this is how the guys I coach are losing
1:30:52stubborn belly fat despite having busy 9
1:30:56to5s, right? And so again, this links to
1:30:58that set print that set uh expectations.
1:31:01>> It narrows down the niche,
1:31:02>> narrows it down even more. So now people
1:31:04that don't have 9 to5s read that go
1:31:07obviously not for me. Some of them are
1:31:09[ __ ] [ __ ] and will still click it
1:31:11and go through it.
1:31:11>> But the 9 to5s have uh a wage which
1:31:14means that they can pay for it.
1:31:15>> Yep. You're right.
1:31:17>> It's not for you.
1:31:18>> Exactly. So that's curious versus
1:31:20committed. Another way that this can
1:31:22show up as well
1:31:25is
1:31:26I I talked about it before on on the
1:31:28first kind of slide. Asking for contact
1:31:31details. Would you place it closer to
1:31:33curious or committed?
1:31:35>> Uh well, if they're given their
1:31:36sensitive information out, more closer
1:31:38to committed.
1:31:39>> Yeah. Right. So, contact details is
1:31:41further up here.
1:31:43>> Whereas what we want to do is remember
1:31:45that micro commitment, it's only selling
1:31:47the next step. So, all we're doing
1:31:49throughout like if we really zoom in
1:31:52like when you have your landing page and
1:31:53that application form, all we're doing
1:31:56is trying to slide them from here up
1:32:00slide by slide.
1:32:02Right? Because where they're at right
1:32:04now, again, meet them where they're at
1:32:06is I'm curious. I'm like, or at least
1:32:08I'm further down this end of the
1:32:09spectrum again. Right? I'm not at giving
1:32:13you, generally speaking, most of them
1:32:14are not at giving you their contact
1:32:16details. But if you go, which best
1:32:18describes you, what industry are you in,
1:32:21what's your website, first name, last
1:32:23name, and then they start and then they
1:32:25start becoming pot committed where they
1:32:28go, well, I've given them all that
1:32:29information already. he understands me.
1:32:33>> I need that next step now. It's like a
1:32:35drug, right?
1:32:35>> It opens up a loop in their head, too.
1:32:37Humans um really don't like open loops.
1:32:39There's a I think it's romance novels or
1:32:41at least like drama novels where the
1:32:44authors will do such a good job at
1:32:46opening a loop in their head by like
1:32:48they'll end the book by just finishing
1:32:52halfway through a sentence and not
1:32:53finishing the sentence. And so you have
1:32:55to buy the next book to close the loop.
1:32:57And there's certain books that say like
1:32:59on the front cover that they don't do
1:33:00that.
1:33:01>> It's like a trailer in a movie. You see
1:33:03all these good bits. You're like, "Oh my
1:33:04god, I want to see the context of that
1:33:06entire thing. I have to go see the
1:33:07movie." And even the micro example is
1:33:10for content, inorganic content,
1:33:12especially when podcast clips, you grab
1:33:14like a half second moment, put it at the
1:33:17start, and then play it through. And
1:33:19people need to watch the whole thing.
1:33:21>> Yeah. Exactly. I had a video go viral
1:33:22last week for 2 million views because
1:33:25the first guy interviewed said
1:33:26prostitutes and people wanted to see
1:33:29>> the context
1:33:29>> to close the loop to close the loop.
1:33:31>> Close the loop. You can actually just
1:33:33total side changing. You can actually
1:33:34use this in human performance as well.
1:33:36So whenever like like for example when I
1:33:39do my thinking days what I'll do is I'll
1:33:41do like 30 minutes at a time in
1:33:42different park. When I feel like I'm
1:33:44about to finish a thought, I'll just
1:33:46leave and go somewhere else and then
1:33:48pick up from where I left off. If you're
1:33:50like trying to write a book or something
1:33:52like that, it's really good to end
1:33:53halfway through a sentence because your
1:33:54brain will like sit with like finishing
1:33:56that sentence and then you'll just get
1:33:57into flow really quickly. The ninth
1:33:59principle, this is my favorite one, is
1:34:02physical and psychological resistance.
1:34:04So this applies to I generally speaking
1:34:07I generally speak about this in the
1:34:10context of landing pages.
1:34:14So usually what happens is you have this
1:34:17ongoing balance between quantity leads
1:34:19and quality leads, right? So if you've
1:34:22got quantity leads and quality, often
1:34:27what happens is like you get heaps of
1:34:29leads for really cheap but the quality
1:34:32is really poor. Or you go the other way
1:34:34and like you have really great leads
1:34:37that is very few and far in between. So
1:34:40what we need to do is this kind of
1:34:42balancing act between the two. All
1:34:45right? And again it's dials not
1:34:46switches. And so we need to dial in
1:34:48physical and psychological resistance.
1:34:50So the first one is physical resistance.
1:34:55Now this is clicks, keystrokes,
1:34:59and scrolls. Simply put, this is just
1:35:03stuff you physically have to do, right?
1:35:05Really easy example of clicks is if you
1:35:08have a landing page and you have a
1:35:10button that says apply now. You click
1:35:13that button, it opens another page and
1:35:15then your form's there. Probably cut
1:35:18your your conversion rate in half. And
1:35:20so all you have to do is take that form
1:35:22and embed it there and get rid of that
1:35:24click.
1:35:25>> Yeah. Less steps the better.
1:35:27>> Yep.
1:35:27>> Less clicks.
1:35:28>> Less clicks the better.
1:35:29>> Yeah. Yeah. Yeah.
1:35:30>> So that's an example of clicks. You can
1:35:32even go really really micro with this.
1:35:35So let's say for example on your landing
1:35:36page you've got the video here. Best
1:35:39practice would be have it autoplay with
1:35:41captions burnt in because if the video
1:35:44is just sitting there well now I have to
1:35:46click play to consume that information.
1:35:49Whereas if the video just starts playing
1:35:52and I and it will autoplay with without
1:35:54sound. If it just auto plays then I can
1:35:57at least read along with the captions
1:35:58and consume that information without
1:36:01having to click keystrokes. All right.
1:36:03So, when you went to or you used to be a
1:36:06teacher um or at least when you were in
1:36:08high school anyway and you have an exam,
1:36:11it's like 3 hours long. You got three
1:36:13sections, right? You got multi-choice,
1:36:15short answer, essay. Which section you
1:36:16go to first?
1:36:17>> Multi- choice.
1:36:18>> Yeah, cuz the answer is somewhere on the
1:36:19[ __ ] page. Click CC CC and just
1:36:21[ __ ] best, right? So, what we want to
1:36:24do is we can lower physical resistance
1:36:28by just giving them multi- choice
1:36:29questions, right? So rather than saying
1:36:33what industry are you in and having an
1:36:35open text field where they got to type
1:36:37out something, we just change that to
1:36:40multi- choice.
1:36:41>> And over time, if you know your
1:36:43customer, you know the most likely four
1:36:45answers anyway.
1:36:46>> Exactly. Cuz that everyone just folds
1:36:47into like categories, right? We can get
1:36:49like category philosophy, but we
1:36:51probably don't have time. Then we've got
1:36:52scrolls as well, right? So scrolls is
1:36:55simply how far down the page do I need
1:36:57to scroll? So if this is the landing
1:37:00page, we have a thing called the fold.
1:37:02Now most people know what this is, but
1:37:03the fold is like when you open the page,
1:37:05what's the first thing that loads and
1:37:07the first the first section that loads
1:37:09is what's referred to as above the fold.
1:37:11If anyone's wondering about the origin,
1:37:12I know you're not, it comes from like
1:37:14newspapers. So that when they put fold
1:37:17newspapers and like hang them over like
1:37:19newspaper racks, the sections above the
1:37:21fold had to like grab people's
1:37:22attention. So they put the big headline
1:37:24there, right? So that's the fold. When
1:37:26you click the ad, 100% of people will
1:37:29see what's above the fold. The further
1:37:31down the page you go, this is where the
1:37:33dials not switching things come in and
1:37:35like gradients. Like there might only be
1:37:37like 5% of people that reach the bottom
1:37:40of the page. And so if you have your
1:37:44form all the way down here, you just
1:37:46make it drastically more difficult for
1:37:48people to find this thing. All we need
1:37:50to do is take that form and move it
1:37:53either into the fold or just slightly
1:37:55below it. Right? So scrolls is another
1:37:58really really important one.
1:38:00>> Now for this one here, a lot of the
1:38:02sales calls that I've had when I asked
1:38:04them, "Hey, did you see the uh the
1:38:08outcomes that you would get from the
1:38:10workshop, which would be here somewhere?
1:38:12Did you have a look at the
1:38:13testimonials?" And go, "Oh, I didn't
1:38:15realize they were there."
1:38:16>> But they still booked a call. However,
1:38:19it was counterintuitive for them not to
1:38:21see that because they were asking
1:38:23questions that were there in the first
1:38:26place. How can I fix that?
1:38:29>> So now you're getting into the ordering
1:38:31of things, right? So what we want to do
1:38:33is we need to we can't fight this. We
1:38:36just have to accept this. So what we
1:38:38have to do is optimize the placement of
1:38:42content. So for example, this is
1:38:45obviously bad example. FAQs placed at
1:38:48the top is kind of [ __ ] because they
1:38:51don't know the big idea of what you do.
1:38:53You started at the micro, right? But
1:38:55when you have a big headline like a
1:38:57feeling and a result, that's the big
1:39:00idea, right? Because everyone's going to
1:39:01like look at this first, consume that
1:39:03information, and then furiously scroll
1:39:05around. The further down the page
1:39:07someone scrolls, it implies that they
1:39:10are not convinced and reached the same
1:39:13conclusion that other people might have
1:39:16and so they're going more and more into
1:39:17the details. So you start big idea at
1:39:20the top, micro details at the bottom.
1:39:23>> Yeah. And the most important things at
1:39:25the start of the VSSL
1:39:26>> cuz the VSSL's tentatively at the top.
1:39:29>> Yeah. Right. So now we're getting into
1:39:31psychological resistance. So, the first
1:39:34one is simply thought. The easiest way
1:39:37to think about thought is how many
1:39:38[ __ ] calories does my squishy brain
1:39:41need to burn to reach the conclusion
1:39:43that you want to or I want to reach,
1:39:45right? So, talking myself into or out of
1:39:47that thing. So, really simple one. Let's
1:39:51talk about VSSL cuz we can talk about
1:39:53retention. When people go to my landing
1:39:55page and they see a 17minute long VSSL,
1:39:59they don't go, "Wow, I'm looking forward
1:40:02to [ __ ] listening to this." What they
1:40:04do is they'll watch like probably not
1:40:06[ __ ] watch it at all. They might just
1:40:08watch the auto thumbnail, but they'll
1:40:11watch like just enough of the VSSL to
1:40:16talk themselves into or out of
1:40:18completing the form.
1:40:19>> Is there a psychological structure to
1:40:20the VSSL that optimizes this? Same thing
1:40:24macro to micro
1:40:26>> but just in the video.
1:40:27>> Yep. Cool. In the in the video. Right.
1:40:29So, you don't want to talk about little
1:40:31tiny objections that people give up
1:40:33here. You want to talk about the big
1:40:35idea because
1:40:35>> and more so talk about themselves in the
1:40:37VSSL.
1:40:38>> Yeah. Exactly. They want to be able to
1:40:39see themselves in it and meet them where
1:40:41they're at. My other principle, right?
1:40:42Because the viewer retention graph is
1:40:44going to look something like this. And
1:40:47like the 50% mark is going to be like 30
1:40:50seconds tops,
1:40:51>> right? And so it's going to trail off
1:40:54like this. And the people that are
1:40:56watching over here, they weren't
1:40:58convinced by stuff they saw earlier.
1:41:00They're like, "You haven't talked about
1:41:01this yet. You haven't talked about this
1:41:02yet." And then once they get that part,
1:41:04they go, "Oh, wait." And then they'll
1:41:05[ __ ] off, right? They don't go, let's
1:41:07say, for example, they're convinced by
1:41:0930 seconds. They don't go, "Wow, this
1:41:12sounds great. What does the next 16 12
1:41:15minutes have to say for my [ __ ]
1:41:16life?" So essentially, if I was to hyper
1:41:19obsess about the edit of that 17
1:41:21minutes, all of the fancy graphics and
1:41:25stuff
1:41:26>> right here,
1:41:26>> first 30 seconds and then the rest can
1:41:28be just captions.
1:41:29>> I I'll tell you a perfect example. So
1:41:31Aiden, so when we filmed the very first
1:41:33VSSL for with you, he like it was back
1:41:36in the old Adelaide terrace office. I
1:41:38still remember to this [ __ ] day. I
1:41:39was in such a flow state. I like walked
1:41:41out of a meeting. I had already had all
1:41:42the cameras set up. I just sat down,
1:41:44ripped an 18minute VSSL, no arms, no RS,
1:41:47no cuts, and I was like, "All right,
1:41:48cool." And then just walked out. And
1:41:50then Aiden sent me the rough cut uh
1:41:53later that afternoon. I had the funnel
1:41:54ready. So rough cut, you know what that
1:41:56means, but rough cut means Aiden just
1:41:58sent me the A-roll. I think some of the
1:42:00B-roll edited in. There was no captions.
1:42:04There was no editing. There was no
1:42:05overlays. So, 30 seconds or like 25
1:42:09seconds into the video, I was saying and
1:42:12flashing up on the screen is Tano's
1:42:14testimonial. Tano's testimonial wasn't
1:42:17[ __ ] there. Aiden hadn't put it in
1:42:19yet, but I was like, "All right, well,
1:42:21not like not everyone's going to get to
1:42:23the 25 second mark. I'll just run it
1:42:25anyway and see if it get gets leads."
1:42:27Cuz again, everything will work to a
1:42:28degree. It's to what degree? DS, not
1:42:30switches, art versus science, right? And
1:42:32so then it got leads and I told Aiden
1:42:34I'm like, "Hey, don't want to rush you,
1:42:35but like I'm running traffic to this
1:42:37thing now and it's not finished." So all
1:42:39Aiden did was I think you just edited a
1:42:42couple minutes at a time and then sent
1:42:43it back to me, didn't you? So you did
1:42:46like 5 minutes, sent it to me. I
1:42:47uploaded it. All right, cool. If anyone
1:42:49comes at the 5 minute mark and then the
1:42:51next 5 minutes and the next 5 minutes,
1:42:53that is an example of like do what I
1:42:55say, not as I do because that is not
1:42:57best practice.
1:42:58>> But again,
1:42:58>> that's autism.
1:42:59>> Yeah. That's just me going I don't
1:43:00[ __ ] care. Like someone's going to
1:43:02comment, "Oh, the video's not I don't
1:43:03[ __ ] care about your [ __ ] comment,
1:43:04bro."
1:43:05>> As you're going through this, you're
1:43:06probably realizing, "Oh, these
1:43:07principles are really, really useful."
1:43:08But as you start building it out, you'll
1:43:10have questions specific to you. And
1:43:12that's why we have so much support for
1:43:14our members. We sit down with you for
1:43:15two days, sure to build out your
1:43:17campaigns, but as you start spending
1:43:18money on ads, you need to know, hey,
1:43:19like, how should I tweak this to to my
1:43:22industry? Like, what metrics should I
1:43:23expect? And that's why we hold people's
1:43:25hand for 6 months after the workshops,
1:43:27you get tailored support. you know,
1:43:29there's like 50 [ __ ] calls a week you
1:43:31can go to just so that for your business
1:43:33specifically, sure, this YouTube
1:43:35valuable uh this YouTube video is
1:43:37absolutely valuable and you'll get value
1:43:38out of it, but you don't actually get
1:43:41any results until you turn your ads on.
1:43:43And then on once your ads are on, you're
1:43:44also spending money. And so we need to
1:43:46make sure that we optimize that and make
1:43:47that as effective and efficient as
1:43:48possible. So if you'd like to save your
1:43:50seat for a workshop and get me and the
1:43:51team to hold your hand through the
1:43:52process, there'll be some links in the
1:43:53description. Right. So thought. Now,
1:43:56another example of thought, I ran a
1:43:58split test recently and I like doubled
1:43:59the conversion of the landing page.
1:44:01Images are significantly easier for
1:44:04humans to just consume the content of.
1:44:07So, Steve Jobs actually did this really
1:44:08really well. There's a book I I read
1:44:11called Presentation Secrets of Steve
1:44:13Jobs. He was a minimalist in real life.
1:44:17Uh so, he was also a minimalist in his
1:44:18presentations. His presentations were
1:44:21usually just images, very little text,
1:44:24right? Whenever we can find images to
1:44:27get the same message across that we can
1:44:30for words, we should do that because
1:44:33>> an image is worth a thousand words.
1:44:35>> Yeah. Or Yeah. Literally that, right?
1:44:36Because if you just have like lines and
1:44:38lines and lines and lines and lines.
1:44:40Yeah. Like I'm not reading that [ __ ]
1:44:42essay.
1:44:43>> But the other thing as well is if we uh
1:44:46think back to what we were talking about
1:44:47before, logical versus emotional
1:44:50thinking. Images unlock the more
1:44:52emotional part of the brain. Words are
1:44:54analytical. it slows down heaps, right?
1:44:56And so the split test that I ran was
1:44:58version A was just like dot points of
1:45:01like what the program was.
1:45:04>> Version B was still dot points, but I
1:45:08just had an image to accompany it. So
1:45:11like this was just saying it's an
1:45:13in-person workshop. This was saying it's
1:45:16an in-person workshop. Here's a photo of
1:45:18like Kira talking to someone in a
1:45:21workshop, right? And then we had like
1:45:24the advisory calls. I was like, there's
1:45:26this many advisory calls and this is the
1:45:28schedule. This one is this is this many
1:45:30advisory calls. This is the schedule.
1:45:31Also, here's the [ __ ] photo of the
1:45:33calendar. Right. Double the conversion
1:45:35rate.
1:45:36>> Right. Is there a version C?
1:45:38>> No, I have not a version C yet.
1:45:40>> Come and see.
1:45:41>> I wonder what I would do next. Actually,
1:45:42that's a good train of thought. Um,
1:45:44>> if you were to make a version C, would
1:45:46you maybe do a very short video about it
1:45:50instead?
1:45:50>> I'd do like a GIF would be great. Yeah.
1:45:52>> Yeah. Yeah. Like a GIF would be really
1:45:54good because it would load quickly. They
1:45:56wouldn't need to press it either. It
1:45:57wouldn't slow down the page load speed.
1:45:59>> Number two is trust. So, how much can I
1:46:03trust this thing? Now, there's a couple
1:46:05of different ways trust is built. Um,
1:46:08one of them I actually used to have a
1:46:09slide on this uh in the workshops. I
1:46:11took it out to lower psychological
1:46:13resistance, frankly. Um, but I always
1:46:16say landing pages are this cross-section
1:46:18of a ven diagram between fashion and
1:46:22function. And you want to lie somewhere
1:46:24in the middle there. So fashion is it
1:46:27looks pretty. It has like cool
1:46:28animations and stuff like that.
1:46:30>> But what you think, right?
1:46:31>> What do you mean?
1:46:32>> So fashion is is a subjective term.
1:46:36>> Oh, that's true. Yeah. Versus
1:46:37>> So if it's a sub subjective term, it's
1:46:39like what do you think good fashion is?
1:46:42>> Yeah. But that what what about this side
1:46:44of it? Function is like follows all
1:46:46these principles like low clicks, low
1:46:48pace rates, low scrolls like high think
1:46:50of uh function as the conversion rate.
1:46:53Fashion is like how you kind of get
1:46:54there and the language around it or the
1:46:56the art around it.
1:46:57>> And then the function is the customer's
1:46:59side of it which is easy to use. It's
1:47:02operational. Low clicks, low but it's
1:47:04more important because that's what gets
1:47:05you the sales the bottom line. Well, if
1:47:07you're all function, it might tank your
1:47:10conversion rate a little bit because if
1:47:11you just look like a [ __ ] ad you'd
1:47:13click from like a porn ad, it looks like
1:47:15it was built in the 2000s. You're like,
1:47:16"Dude, I'm not putting my [ __ ]
1:47:18contact details into if I have to stick
1:47:20my dick in it, I'll get a rash." Right?
1:47:22If the landing page looks untrustworthy,
1:47:25doesn't matter like how dialed in your
1:47:27physical resistance is, you're like,
1:47:28"Dude, I don't [ __ ] trust this
1:47:30thing." Right? So, you need to find this
1:47:31balance between the two. You do that by
1:47:33[ __ ] around and finding out to get to
1:47:36the middle, right?
1:47:37>> Yeah. Because what happens is sometimes
1:47:38you get web developers and they're like,
1:47:40"Look at all these crazy animations we
1:47:42got." And it's like, "I don't know how
1:47:43to [ __ ] contact you." Like, it
1:47:45actually happened. One of my first ever
1:47:46clients was this luxury um like
1:47:49retirement complex, just like retirement
1:47:52in like the Skyra for like rich [ __ ]
1:47:55old people. Originally, the website was
1:47:57like perfect. It looked very
1:47:58fashionable. It looked very pretty. the
1:48:00and the form was like right where it
1:48:02should be. And then this like new web
1:48:05design agency came in and just hid the
1:48:07form. I was like, "You [ __ ] actually
1:48:11out of your mind." And then like, "Oh,
1:48:13they're like the ads stopped working cuz
1:48:15you [ __ ] moved the form, you [ __ ]
1:48:17Put it back." And they just wouldn't do
1:48:19it. I'm like, "Oh my [ __ ] god."
1:48:20Right?
1:48:22That's the idea of like fashion
1:48:24function. Now, trust as well. I could
1:48:26talk about trust for [ __ ] ages. Trust
1:48:28is the most important thing
1:48:30>> especially in and trust is evolving as
1:48:33well. So I'm going to spend some time on
1:48:35this one. So the first one is a lot of
1:48:38people make this mistake. They'll put
1:48:40their testimonials in rich text.
1:48:42>> So what that means is I send you a text
1:48:45message saying's great and then you just
1:48:48write out on your landing page Sev's
1:48:51great Brandon Williams.
1:48:52>> What's a better way to do it?
1:48:53>> Better way to do it is [ __ ]
1:48:54screenshot my message. It's harder to
1:48:56doubt. But the other thing as well which
1:48:59what I'm noticing because we're in a
1:49:01hyper skeptical period of history in
1:49:04advertising
1:49:06or really history in general
1:49:07>> with AI and [ __ ] too.
1:49:09>> Yeah, exactly. People want to be able to
1:49:11see that these people are real and so
1:49:14you want to be able to like put my full
1:49:15name in, put my like Instagram handle in
1:49:17and then people like I'm in the
1:49:19Entouragees ads saying very good things
1:49:21about the Entourage. People still
1:49:22message me and go, "What do you think
1:49:24about the Entourage? Like I just send
1:49:26them the [ __ ] transcript for the ad
1:49:28and like they still want to confirm like
1:49:30especially they want to confirm like hey
1:49:32you said this months ago. Do you still
1:49:34feel about like this now?
1:49:35>> Yeah. Same with Reddit the other day.
1:49:37You talking about Reddit?
1:49:38>> Yeah cuz I made like a Reddit post like
1:49:40these guys legit and then one of our
1:49:43members sent it to me. So I just put it
1:49:44on Instagram. A couple of members like
1:49:46dived in there. Right.
1:49:47>> Nice.
1:49:47>> And so and yeah you can get into that as
1:49:49well like where do they get their trust
1:49:51from? Actually this is a good tangent
1:49:52actually. So where do they get their
1:49:54trust from? So you can present them
1:49:57trust, but where else are they going to
1:49:59go? Right? They'll go to Google, they'll
1:50:01go to Reddit, they'll go to ChatGpt,
1:50:03they'll ask like, "Is Brandon Willington
1:50:05a scam?" They'll try and they'll try and
1:50:07they'll try and contact like like so
1:50:10many of our members that are because
1:50:11obviously we have so many testimonies.
1:50:12So many of our members get messages from
1:50:14people that are like just
1:50:16>> it's it's undeniable.
1:50:17>> Yeah. Um so that's trust. Now, the other
1:50:19thing as well, you can actually lower
1:50:20psych well, you can lower thought for
1:50:23trust. So, you can also meet them where
1:50:25they're at. So, let's say you have a
1:50:28testimonial, right? And it's a
1:50:30testimonial video and you just use the
1:50:33default thumbnails of just like whatever
1:50:35YouTube randomly selects to be the
1:50:37thumbnail. What people will do is
1:50:39they'll either just watch the first one
1:50:41or they'll just watch whoever they find
1:50:43the most attractive in the thumbnail,
1:50:45which often won't be the one we want
1:50:46them to watch because we want to meet
1:50:48them where they're at. And where they're
1:50:49at is I want to know this this works for
1:50:51me specifically,
1:50:53right? Not because they'll either like
1:50:55pick who's first, who's the hottest, or
1:50:57who literally just physically looks like
1:50:59me. Like same color, same hair, same
1:51:01outfit, same age. They'll just look for
1:51:03that, right? So certain instances like
1:51:06for example us, we want people to watch
1:51:09the testimonial most relevant to them.
1:51:12And so if the thumbnail is just like a
1:51:13random person with no other text,
1:51:16they'll just watch. They go they might
1:51:17be a plumber and then the only one they
1:51:20watch with one click for lower physical
1:51:23resistance and one thought is just it
1:51:26might be a plumber, right? But if
1:51:27they're a personal trainer watching a
1:51:29plumber's testimonial is irrelevant to
1:51:30them. They go, "It doesn't work for me."
1:51:31I want them to with as little thought as
1:51:34possible, as little physical resistance
1:51:36as possible, find the testimonial that
1:51:39is most relevant to them so they can see
1:51:41themselves in the testimonial, construct
1:51:43a strong enough reason, reach the same
1:51:45conclusion I want them to, which is this
1:51:46works for me. And so all we do when
1:51:48Aiden makes the thumbnails is he puts in
1:51:50bigger text than their name because the
1:51:52name doesn't particularly matter, but
1:51:53he'll put in really big text what
1:51:55industry that they're in. So, as you're
1:51:57scrolling through it, you can quickly
1:51:59with low psychological resistance go,
1:52:01I'm a personal trainer. Oh, Isaac's
1:52:03men's online fitness coach.
1:52:04>> Yeah. Because one of the most common
1:52:06questions is, "Have you trained or had
1:52:09delivered this to anyone like me
1:52:10before?"
1:52:11>> Yeah. Does this work for my industry?
1:52:12Right. Does this work for me
1:52:13specifically? Right. You can have all
1:52:15the testimonials in the world, but they
1:52:17just want to see, does this work for me
1:52:19specifically?
1:52:20>> And that helps with psychological
1:52:21resistance, with trust, cuz they think,
1:52:24>> has this worked for someone like me
1:52:25before? And when they see it, they
1:52:29racing. Is there anything else on that
1:52:31list? One and two for psychological.
1:52:34>> Yeah. So with the trust as well, the
1:52:37Google reviews. So the Google reviews,
1:52:39there's a couple weird parts of human
1:52:41evolution. One of those weird parts of
1:52:42human evolutions is we can tell when
1:52:44something's embedded or not. And so you
1:52:46want your Google reviews embedded. Other
1:52:48things that build trust as well on a
1:52:50more side tangent is the people that and
1:52:54I've already spoken about this. The
1:52:55people that avoid talking about the
1:52:57negatives, people again will just make
1:52:59up a story in their head and agree with
1:53:00it. And so you want to set reasonable
1:53:02expectations. So like some of my really
1:53:04good performing ads, I know we're
1:53:06talking about landing pages, but we'll
1:53:08just talk about like here's all the
1:53:09stuff that sucks about the workshop.
1:53:10Actually, that was the best performing
1:53:11ad from that. Me and Aiden filmed a
1:53:13bunch of ads just to address skepticism.
1:53:17And so Aiden asked me in an ad like,
1:53:18"Honestly, tell us what are the worst
1:53:20things about the workshop." And I said,
1:53:21"Yeah, it's usually like sometimes their
1:53:23accounts are restricted and we got to
1:53:24like unlock them or they just can't
1:53:26[ __ ] advertise at all or they bought
1:53:28their business from someone, didn't get
1:53:30access to the accounts and [ __ ] like
1:53:31that." This is the technical setup,
1:53:33right? Had like our highest performing
1:53:35one who's like, "Oh yeah, cool." Like I
1:53:36was wondering that too. So talking about
1:53:38the negative or like I already talked
1:53:40about this one as well, like when you
1:53:41book a call with us, I send you our
1:53:43worst reviews and just read them out in
1:53:45a loom. What did this person have to
1:53:46say? They gave us the lowest [ __ ]
1:53:48rating of all time. Oh, actually there's
1:53:49one more. There's other unobvious ways
1:53:53to build trust than just just
1:53:56testimonials. So, for example, I ran a
1:53:59split test on a landing page for
1:54:00industry set that I literally [ __ ]
1:54:02forgot about for a couple of weeks. I
1:54:04think like 2 months. And then I went to
1:54:07go edit the landing page, saw I was
1:54:08running a split test, and the new
1:54:10version had double the conversion rate
1:54:12of the first one. And I was like, "What
1:54:14the [ __ ] did I do?" And so it actually
1:54:17took me a minute to realize what I'd
1:54:19done cuz usually I split test the
1:54:21headline. I changed the messaging. All I
1:54:23changed was the background image. And so
1:54:25the first version was just a stock image
1:54:28of a music producer at his computer. The
1:54:31second one was just me and Jackson
1:54:32presenting to a room with 12 people in
1:54:34it.
1:54:34>> And that was the single most important
1:54:36variable.
1:54:37>> That was it. That was literally all I
1:54:38[ __ ] changed because as you're
1:54:40scrolling through the page, the
1:54:42background of the page is like super
1:54:44underutilized real estate because people
1:54:46just neglect it cuz it's the background,
1:54:48but it follows them down the page. So
1:54:50they constantly see it even
1:54:51subconsciously and so subconsciously
1:54:53with this one, they can see me and
1:54:55Jackson addressing a room of 12 people
1:54:57and that was enough for them to go, "Oh,
1:54:59well those people are real." Right? So
1:55:01like the worst background image you can
1:55:04have is just a solid black color.
1:55:05There's no humans in it. Slightly better
1:55:08is stock images because there are humans
1:55:10in it. Even better than that is like
1:55:12real because you can tell when photos
1:55:14are stock images, can't you? Right. Even
1:55:15better photos are like images of like
1:55:18you presenting to an audience or just
1:55:20like the team and stuff like that. Key
1:55:22thing is you want to be able to see
1:55:23human faces. That's the main important
1:55:25thing.
1:55:26>> The other obvious one is like when
1:55:27you've been mentioned in PR like I embed
1:55:29like our podcast and stuff so you can
1:55:31see like not just me talk about myself
1:55:33but other people talk about us. And the
1:55:35third one is curious versus committed.
1:55:37Now, we've already spoken about this, so
1:55:39I don't need to spend too much time on
1:55:40this. So, how much of the language on
1:55:43your page is about commitment, right?
1:55:47So, I'll give you a good example. So,
1:55:49let's say for example, you've got your
1:55:50form, right? You've got your form, your
1:55:54CTA is here, and then you've got a form
1:55:56here. You have no idea how impactful
1:55:59just changing this is. So, for example,
1:56:02contact us or inquire now or start your
1:56:06application.
1:56:06>> That's what everyone does.
1:56:08>> Well, yeah. And it's also kind of like
1:56:09very high commitment. What we want to do
1:56:12is try and find remixes to the language
1:56:14to slide it a little bit further down,
1:56:17not all the way down. Again, we're
1:56:18trying to find this balancing act so
1:56:20that feels like they're starting a
1:56:22process, right? So it might be answer a
1:56:24few questions to tailor your
1:56:26transformation
1:56:27>> or take your next step is what you
1:56:29showed me to do.
1:56:30>> Yeah. You want to make it feel like
1:56:31they're starting a process and there's
1:56:33an outcome on the next page at least on
1:56:35this sales call.
1:56:36>> If you have very curious language which
1:56:38would be like the lead magnet funnel.
1:56:40Sure you'll get heaps of leads
1:56:42>> but then again sometimes that can be the
1:56:44detriment like your show rates and your
1:56:46close rate and your lead probably very
1:56:47poor. What about asking them if their
1:56:51capacity or capability to actually do
1:56:54the things like for example with me
1:56:57teaching people how to make organic
1:56:58content for their business. One of the
1:57:00questions I ask them to qualify them is
1:57:03how capable are you to commit one to two
1:57:06hours a week to filming organic content?
1:57:08Yeah.
1:57:08>> If they say I don't have any time at
1:57:10all, the workshop's not going to work.
1:57:13>> Do you do that
1:57:14>> on the landing page or do you do that in
1:57:16the sales call? Um, for this specific
1:57:19example, what you could do is I'll put
1:57:21that in the sales call because what
1:57:23they're going to try and do on the
1:57:24landing page is talk themselves into the
1:57:27lowest psychological resistance answer
1:57:30and their first response when no one is
1:57:32trying to convince them otherwise is, "I
1:57:33don't have [ __ ] time for this." But
1:57:35if you can get to the sales call and
1:57:36have a back and forth conversation with
1:57:38them where you get them to open their
1:57:39screen time and realize they spend three
1:57:40and a half hours a day on Instagram
1:57:42anyway, go, "Oh, you got three and a
1:57:44half hours right there." Right? and they
1:57:46go, "All right, but they didn't reach
1:57:47that conclusion there."
1:57:49>> Yeah.
1:57:49>> Right. Maybe you could try and find a
1:57:52way like in like a clever way like in
1:57:54the forms of how much time you spend on
1:57:55Instagram a day. It's like 3 hours. It's
1:57:57like all right. You reckon you got 3
1:57:58hours film Instagram content? That could
1:58:01be a clever one, right? The last and
1:58:0310th principle is chasing problems
1:58:05upstream. So if you read this book um
1:58:09profit first. Yeah. Yeah. So the idea
1:58:12behind profit first is accounting is a
1:58:15lag indicator. You don't find out that
1:58:18you're unprofitable until you reconcile
1:58:20your accounts from last month and
1:58:22realize that you're unprofitable. And so
1:58:24accounting is a lag indicator.
1:58:26Advertising can very much be the same
1:58:28thing. Often when there's a problem on
1:58:30like one specific step, whether it's
1:58:33clicks, conversions, or close, it could
1:58:35be an indicator for sure that there's a
1:58:37problem on that page. However, you can't
1:58:40neglect the fact that you can chase that
1:58:42problem upstream and maybe that problem
1:58:44that you were experiencing here or here
1:58:48is a lag indicator for something that
1:58:51you experienced at a previous step.
1:58:53Right? So, I gave the example before.
1:58:55Let's say you have a really low
1:58:57conversion rate. Sure, you could look at
1:59:00your landing page and and make some
1:59:01changes there and you should do that.
1:59:03However, don't neglect chasing the
1:59:05problem upstream and going, "Well, who
1:59:07am I sending here? Are they the right
1:59:09people? Are they in the right mindset?
1:59:11Am I showing this to the right people?
1:59:12Am I giving committed language instead
1:59:15of curious language? Am I filtering for
1:59:17the right thing?" Let's say they get to
1:59:18your sales process and you're saying
1:59:21things like, "Oh, they're expecting a
1:59:22consulting call." Well, chase the
1:59:24problem upstream. Was the expectation
1:59:26being set that this is a consulting call
1:59:29or is this a sales call? Right? And
1:59:31again, like chase the problem. You can
1:59:33even chase it all the way up to here,
1:59:35right? And so you want to be able to
1:59:36chase problems upstream. If you have a
1:59:38show rate issue, maybe it's in your
1:59:40booking sequence, maybe the expectations
1:59:42are unclear on the landing page when
1:59:43they booked a call. Were they like
1:59:45really clear on what they were doing?
1:59:46And so you can chase problems upstream
1:59:48because if you have a problem here, it
1:59:49could be a lag indicator for something
1:59:51that you did wrong here. That make
1:59:53sense?
1:59:53>> Yeah.
1:59:53>> Cool.
1:59:55>> No questions. That's pretty common
1:59:57sense.
1:59:58>> Cool. So those are all 10 principles. So
2:00:01now that you understand those, as you
2:00:03start building out your ads, even like
2:00:05individual elements of your landing
2:00:06page, if you can look at it through the
2:00:08lens of this stuff, you can
2:00:09troubleshoot, you can diagnose, and you
2:00:11can just see a more holistic kind of
2:00:13overview of your lead generation
2:00:15strategy rather than just being like
2:00:17little individual parts that have no
2:00:18relationship with each other. Is there a
2:00:20template or a way I can map this all out
2:00:25to visually see where I'm
2:00:28could be better, where I'm weak, where
2:00:30I'm really strong, where I can optimize,
2:00:33>> what data can then go back the other
2:00:36way. Yeah, I use a Google sheet which um
2:00:39we'll record a loom for it later because
2:00:42what you can do is again you count the
2:00:44cards. You just look at the last 30 days
2:00:46or last however long and you go all
2:00:48right my link clickthrough rates here,
2:00:50my conversion rates here. Oh, my show
2:00:52rate sucks though.
2:00:53>> Yeah,
2:00:54>> my like for I'll give you a perfect
2:00:56example actually. um when we do like
2:00:58advisory calls for um for people that
2:01:03are like meta so Facebook and Instagram
2:01:06if they're saying like and again this is
2:01:08the chasing problems upstream if they're
2:01:10saying they're getting a really low
2:01:12conversion rate on their landing page
2:01:14we'll ask them like what's your link
2:01:15clickthrough rate and if it's north of
2:01:172% it's like suspiciously high
2:01:20>> right so what we might be better off
2:01:21doing is adding more commitment so it
2:01:23goes down to 1% but our conversion rate
2:01:25triples again that dials, not switches
2:01:27thing.
2:01:28>> Yep.
2:01:28>> Yeah. We'll talk at quite a length about
2:01:31like industry like KPIs and stuff like
2:01:34that, like what link clickthrough rates
2:01:36to aim for, what CPM to aim for, what
2:01:38conversion rates to aim for. But at the
2:01:40end of the day, you should be able and
2:01:42you can model all of this out in a
2:01:44Google sheet where you can just put in
2:01:45>> I'm spending this much money. This is my
2:01:47CPM. This is my link clickthrough rate.
2:01:49This is this conversion rate, this
2:01:50conversion rate, this conversion rate,
2:01:51this conversion rate, and then just spit
2:01:53out the bottom line revenue at the end.
2:01:54And then what about in terms of uh the
2:01:57wording of specific things across the
2:02:02the funnel?
2:02:03>> Is there a way to document and put into
2:02:07a bucket of oh this works to then
2:02:09repurpose back to let's say the
2:02:11creative?
2:02:12>> Uh so you mean like looking at the
2:02:13numbers just seeing what's working.
2:02:15>> So so beyond the numbers.
2:02:17>> Oh okay. So like seeing what like what
2:02:19is working so you can like replicate
2:02:20more of that. Oh yeah that's a good
2:02:22question. So like, okay, ads are an easy
2:02:24example of that. So if you have one ad
2:02:26that's doing very very well, what you
2:02:29want to kind of do is like dig around in
2:02:31that direction for adjacent or
2:02:35complimentary ideas. So let's say for
2:02:38example, your best performing ad is uh
2:02:42the idea of it is relying on word of
2:02:45mouth. Well, what would an adjacent idea
2:02:48to that be? Like what's close by to
2:02:49that?
2:02:50>> Relying on word of mouth. adjacent would
2:02:51be I don't know affiliate networking.
2:02:54>> Yeah, like referrals, right? And so you
2:02:57talk about referrals next and then that
2:02:59does well, right? Or if the the good
2:03:03performing ad is skepticism. So like the
2:03:05one that's doing well for us is like
2:03:07what's the worst things about the
2:03:08workshop?
2:03:09>> An adjacent idea for that might be what
2:03:12do people struggle with the most? It's a
2:03:15similar idea. It's worded differently.
2:03:16It's like well the worst thing is like
2:03:18getting their accounts set up. what they
2:03:20struggle with the most. Might be your
2:03:21account set up again, but it's just
2:03:23message slightly differently.
2:03:24>> But you'd only change one variable so
2:03:27you know exactly what the needle
2:03:30>> So there's this uh concept in
2:03:32copywriting that Michael Masterson came
2:03:34up with I think in the '9s. So Michael
2:03:37Masterson was like the [ __ ] goat for
2:03:39copywriting pre-200s
2:03:42and he he summarized so the video's on
2:03:46YouTube actually. He gave I think it was
2:03:48like an hour long this talk about he
2:03:51summarized all of his years and years
2:03:53and years of experience advertising into
2:03:55what he called the rule of one. And so
2:03:57the rule of one is good marketing copy
2:03:59follows one idea, one story, one
2:04:02emotion, one promise and one call to
2:04:04action. And so what you can do is when
2:04:07you write ads, you follow the rule of
2:04:08one. And then when an ad's doing well,
2:04:11you look at it through the lens of the
2:04:13rule of one. So what was the idea here?
2:04:15What was the story here? what was the
2:04:17emotion here? And then you just dig
2:04:19around in that direction. Now that we
2:04:20understand the 10 principles, we need to
2:04:22understand who we're speaking to. So me
2:04:24and Sev are going to hop on the
2:04:25whiteboard and create his customer
2:04:26avatar so you can follow along with us.
2:04:28So as Sev's going through this exercise,
2:04:30I want you to follow along. Now, I
2:04:32actually teach this in the workshop. Um,
2:04:34what you want to avoid thinking is Sev's
2:04:36business is different to mine. This
2:04:38doesn't apply to me. I'm just going to
2:04:39skip ahead. What you want to do and this
2:04:41is useful not just for this exercise but
2:04:43any coaching programs that you do is you
2:04:45want to think not this doesn't apply to
2:04:48me but how can I make this apply to me
2:04:51right so when we run our workshops we'll
2:04:52give feedback on different people's ads
2:04:54and I tell people remember like how can
2:04:56I make this apply to me like that
2:04:58person's a plumber I'm a personal
2:04:59trainer but how can I make this apply to
2:05:01me and so you want to think as I'm
2:05:02asking set of questions ask yourself the
2:05:04same questions because you'll write down
2:05:06different responses but the thought
2:05:08process will be near identical We're
2:05:10going to be asking the same questions
2:05:11and so go through this exercise on your
2:05:14own pen and paper cuz obviously service
2:05:15responses are going to be different to
2:05:16yours. We need to fill up this
2:05:18whiteboard with remember my principle
2:05:20which was like constructing your
2:05:22reasons.
2:05:23>> What we want to do is like come up with
2:05:25every single reason. Yeah.
2:05:26>> So draw a little stick figure in the
2:05:28middle of the page.
2:05:30>> Now underneath it I just want you to
2:05:32write age, location, and like two or
2:05:34three descriptors. So the average age
2:05:36range of your ideal customer
2:05:38>> average 35 to 60.
2:05:41>> Cool. That's the average range like 60%
2:05:44>> of your members sit around there.
2:05:45>> Buyers.
2:05:46>> Yeah. Yep. Cool. Now underneath that
2:05:50just the location. So the service area.
2:05:52Now I want you to write two to three
2:05:55descriptors. Now what I mean by
2:05:56descriptor? So previously with Facebook
2:05:59ads um because you're going to be
2:06:01running Facebook and Instagram ads, not
2:06:02Google search ads. Previously with
2:06:04Facebook ads, you used to be able to do
2:06:05like really really niche interests. Um,
2:06:08now it's mostly automated. So the
2:06:10interest targeting is more of an
2:06:12indicator and treated as a suggestion to
2:06:15meta. The content uh is really what does
2:06:18the targeting. So what we're going to
2:06:19write on the sides of this, but just
2:06:20write two to three descriptors. So like
2:06:23they're going to be a business owner.
2:06:25>> Yeah. Underneath it. Yeah.
2:06:26>> Yeah. Anything else?
2:06:28>> I would say they've been in the business
2:06:30for a while, so they have authority.
2:06:31They're they're like an industry leader.
2:06:33>> So they're like an established business.
2:06:35>> Yeah.
2:06:36>> Yep. Anything else? Does don't need to
2:06:38hit a third, but like if does anything
2:06:39else come to mind?
2:06:41>> They're a leader in the industry.
2:06:42>> Yeah. Cool. I think we've hit that down.
2:06:43>> Industry leader.
2:06:44>> Yeah, sure. I want you to draw an arrow
2:06:46to the right all the way to just like
2:06:47just to the right of like with the age.
2:06:49Yep. Just the right. And then one to the
2:06:52left. And then I want one that goes from
2:06:56the left over his head to the right. Now
2:06:58humans are like mice. I've make this
2:07:00joke in the workshop all the time.
2:07:01They've got like bits of cheese they're
2:07:02chasing after and cats they're running
2:07:04away from as well. So you got pleasure
2:07:05and pain. So on the right just write
2:07:08towards. So we're going to have towards
2:07:10motivators. So what are the what are
2:07:13they moving towards and trying to
2:07:14achieve through using your service and
2:07:16then away from on the left. So what are
2:07:18they running away from or trying to
2:07:20avoid? Past, present, or future. And
2:07:22then they've also had things they've
2:07:24tried in the past to get from A to B. So
2:07:27on the top arrow, just write like
2:07:29previous attempts. The top one, the one
2:07:32that goes over his head, like previous
2:07:34attempts. So they've tried stuff in the
2:07:37past. It was like annoying, frustrating,
2:07:38or didn't work with them. So with the
2:07:41towards motivators, what I want you to
2:07:44do is just write them down and talk us
2:07:46through what are the things that they're
2:07:48moving towards through using your
2:07:50service. Just the first like three that
2:07:52come to mind.
2:07:53>> So camera confidence.
2:07:55>> Yep. They want to make organic content,
2:07:57but they're not confident in front of
2:07:59camera system to create. They want a
2:08:03system to create their their organic
2:08:05content um because they get lost. They
2:08:07don't know what to do.
2:08:08>> And finally, they want to move towards
2:08:12>> more
2:08:13organic leads. Now, those first three
2:08:17you've come up with, they're good
2:08:18indicators of like directions to go in.
2:08:20What we want to do is unpack them layers
2:08:23deeper. So remember what I was talking
2:08:25about before uh the constructing your
2:08:28arguments. We want like multiple
2:08:29different premises. We want a solid set
2:08:32of reasons why someone should do
2:08:34something. Three reasons isn't
2:08:35sufficient. Just camera confidence in
2:08:37and of itself systems to create like
2:08:40they won't make the psychological
2:08:42resistance jump to what that will
2:08:43happen. So the way that you unpack these
2:08:45is you ask two very important questions.
2:08:48You ask the questions either and maybe
2:08:49just write them underneath it. You ask
2:08:51why. So that's the first question to
2:08:54unpack it or you ask the question then
2:08:57what happens? So if I do this then what
2:09:00happens next? So why do they want camera
2:09:04confidence?
2:09:05>> They want camera confidence because they
2:09:08want to be able to showcase what they do
2:09:10to the target audience they're trying to
2:09:12attract.
2:09:13>> Cool. And then what happens? And then
2:09:15when that happens they as soon as they
2:09:18put it out they'll be able to be
2:09:21discovered by said audience then that
2:09:23will create engagement which will then
2:09:25create uh conversation which will then
2:09:28bring those curious people to then
2:09:31potentially become customers.
2:09:32>> Yeah. Cool. So start writing that
2:09:34underneath camera confidence. And the
2:09:35way you want to do this as well is don't
2:09:37try and logic your way around this. So
2:09:39you want what uh Malik would refer to as
2:09:41free association. We just want to dump
2:09:43down ideas. Don't think, oh, is this
2:09:46thing down here? Just whatever's in your
2:09:48head, just dump it down and just talk us
2:09:49through it.
2:09:49>> So, what am I writing?
2:09:51>> Just the answers to why or then what. Go
2:09:53in any direction. Don't feel like it
2:09:55needs to be logically sorted.
2:09:56>> So, just for camera confidence.
2:09:58>> Yeah, just for camera confidence for
2:09:59now. And just unpack it. You just write
2:10:00around it. Should be messy.
2:10:02>> Once you have camera confidence, it'll
2:10:04it'll be u more content output, more
2:10:09interest generated. And once that
2:10:11happens, more potential customers, I
2:10:16guess, spoken to.
2:10:17>> Yeah. Sweet. So, you can see we've
2:10:19already we started with camera
2:10:21confidence, which is nice and will
2:10:22resonate with a certain audience, but
2:10:25now we've unpacked like three more
2:10:27reasons. And arguably, the third one
2:10:29that you've come up with is
2:10:30significantly more impactful or
2:10:32convincing than just I want to be like
2:10:36confident on camera.
2:10:37>> Yeah.
2:10:37>> Right. Um, can you talk about camera
2:10:39confidence and like why they Okay,
2:10:42here's another way you can think about
2:10:43these as well. If you can write down
2:10:46specific situations that they found
2:10:49themselves in. So, you filmed an ad
2:10:51about this where like the opening hook
2:10:53is like
2:10:57most Perthbased business owners are not
2:10:59creating content and they know they
2:11:01should
2:11:02>> where like people are nervous on camera.
2:11:04So could you like desri just just you
2:11:06don't have to write down but can you
2:11:07just describe a situation someone will
2:11:09find themselves in when they lack camera
2:11:11confidence.
2:11:12>> You're about to start making content for
2:11:14your business but you're stuttering. You
2:11:17don't know what to say and you
2:11:20absolutely just freeze.
2:11:22>> Mhm.
2:11:23>> So nothing gets done and nothing
2:11:25happens.
2:11:26>> Yeah. Exactly. So just write down that
2:11:28as a summary, right? Like stuttering on
2:11:30camera when you hit record. Just write
2:11:31it around. It doesn't need to be like
2:11:32tidy. Now, this is an example of free
2:11:35association that stuttering on camera
2:11:36would actually be in away from motiv,
2:11:38but we'll circle we'll circle back to
2:11:39that later. All we're trying to do now
2:11:41is just have a framework that we can get
2:11:43ideas out. Don't worry too much about is
2:11:45my answer right or wrong. We're trying
2:11:46to get ideas out cuz what we're going to
2:11:48do at the end of this is we're going to
2:11:49be able to look at all this and have
2:11:50like 50 [ __ ] ad ideas.
2:11:51>> Nice.
2:11:52>> So, let's do system to create now. So,
2:11:55I'll let you talk through this process
2:11:56using the why or the then what.
2:11:58>> Okay. So, system to create. Why do you
2:12:00need a system to create? You need to be
2:12:02able to know the very first step you
2:12:04need to do when creating that first
2:12:07piece of content for your business. Now,
2:12:09when you don't have a system to create,
2:12:12generally what happens is where do you
2:12:14even begin? You need to know what to
2:12:16say, you then need to know how to say it
2:12:18and why you need to say it in a way for
2:12:22your customers to feel like you're
2:12:25reading their minds. They they feel like
2:12:27you understand them. But without a this
2:12:30system to begin with, you don't know
2:12:33where to start. So I guess that would be
2:12:35the first dot point. You don't know
2:12:37where to start.
2:12:37>> Yep.
2:12:38>> And then from there, the then what when
2:12:41you do have a system to create, you'll
2:12:43be able to start frictionlessly going
2:12:47through the pipeline to go, "Oh, yep.
2:12:49This is the first step I need to take."
2:12:50And you can batch that. And then the
2:12:52next step, next step, next step. And
2:12:53then all of a sudden, you have an
2:12:55overwhelming amount of content you can
2:12:56post. And that's it. You the system
2:13:01creates the abundance of content to put
2:13:04out.
2:13:05>> And then what happens from there? Then
2:13:07you start getting the data which then
2:13:09tells you what works. And then when you
2:13:11see what works, you'll understand why it
2:13:13works to then make that better content
2:13:16later. So you go from quantity that the
2:13:19system helps you build to then the qu
2:13:22the quality which is the system then
2:13:23upgrades you to.
2:13:25>> Yeah. Cool. So write down some of those
2:13:26points. So there were a few things
2:13:27there. One was like getting an abundance
2:13:30of content because now it's
2:13:31frictionless.
2:13:33And then what happened after that was
2:13:34well now we have we can make decisions
2:13:37based off of numbers not feelings. And
2:13:39it kind of conveniently uh linked to
2:13:43your third point which is more organic
2:13:44leads. One more thing you can put there
2:13:47under the system to create is often when
2:13:51people are new to something there's like
2:13:53what they know they know which is not
2:13:55much. what they know that they don't
2:13:57know which they feel like is a lot but
2:13:59then there's what they don't know that
2:14:00they don't know. So there's this kind of
2:14:01like naivity to the whole thing and they
2:14:04they just don't know and it's just this
2:14:05they have this like avoidant
2:14:06relationship with it. We can circle back
2:14:08to that but let's go to the next one. So
2:14:10like more organic leads. So
2:14:11>> no dot point yet.
2:14:12>> What do you do you feel is there
2:14:14anything you want to put there?
2:14:15>> Oh I thought you were about to say
2:14:16something.
2:14:16>> No I was just kind of I was just dancing
2:14:18around it but let's go more organic
2:14:20leads. So if we have more organic leads
2:14:22like the obvious one is we could spend
2:14:23less on ads.
2:14:24>> Yeah.
2:14:25>> Right. So, if we spend less on ads, what
2:14:27happens to the P&L statement
2:14:29specifically?
2:14:29>> More profit.
2:14:30>> Exactly. Right. So, I'd chuck that in
2:14:32there. You can even get into like niche
2:14:34specific examples like if they're
2:14:36currently relying on an agency, well,
2:14:38they can cut that retainer down.
2:14:40>> What else? I'll let you on.
2:14:41>> So, let's uh spend on ads and agencies.
2:14:46>> Creative retainers that don't work for
2:14:50the organic leads. When you get more
2:14:52organic leads, that means you've AB
2:14:54tested for free. If you have time, which
2:14:56you should, to create organic content at
2:14:59scale, then you'll be able to have an
2:15:01abundance of data. And that will then
2:15:05eventually get better and better and
2:15:06better to then go, "Oh, that customer
2:15:09came from that specific video that I
2:15:11made organically after testing it for a
2:15:13while. I should now make more of that
2:15:15specific content." which means that you
2:15:18spent less money on ads, but then
2:15:21because one video performed well
2:15:23organically, you know exactly which
2:15:25video to repurpose as an ad. So, not
2:15:27only do you get more organic leads, you
2:15:29get more ad leads because the creator
2:15:33has been tested organically to the human
2:15:36>> as that.
2:15:36>> Another thing as well, more trust.
2:15:39>> Yeah. So, your ads will actually improve
2:15:40as well. So
2:15:42>> like a lot of people when like they see
2:15:44our ad, they'll like doom scroll through
2:15:45my Instagram to see if I'm legit or not.
2:15:47>> Yes. So that is the other ad
2:15:50improvement. More trust. The more trust
2:15:52is also validity.
2:15:54>> Yeah.
2:15:55>> From ads funnel.
2:15:56>> Yep.
2:15:57>> And then finally I would also say the
2:16:00organic leads come from other sources.
2:16:04So, and this is my one of my biggest
2:16:06points, AI search optimized because more
2:16:11and more people use less Google and more
2:16:15AI bots like Claw, Gemini, Chat, GPT to
2:16:18go, who is the best in my city for this
2:16:22and it will come up with a list and that
2:16:25AI scrapes organic content.
2:16:28>> Now, looking at everything that you've
2:16:30written down, is there are there any
2:16:32other thoughts that come to mind? And
2:16:33you want to think of this through the
2:16:34lens of if I had to construct a debate
2:16:38and have a list of reasons like stuff
2:16:40that's going through their head. Is
2:16:41there anything else that comes to mind?
2:16:43>> Uh you're building an internal marketing
2:16:48system. It's it adds value to the
2:16:50business.
2:16:51>> Y
2:16:51>> and not by saying adds value because it
2:16:53brings more leads and all of that. The
2:16:55business is more valuable at an
2:16:58evaluation level because
2:16:59>> you can say it's an asset.
2:17:00>> Yeah. It's a
2:17:01>> but now we own this list.
2:17:02>> Yeah. Yeah. Asset. And that there is
2:17:05super important because if you hire an
2:17:07agency, if they leave or you fire them,
2:17:10>> Yep.
2:17:11>> all of that data is turn off. Yeah.
2:17:13>> And and it's gone. If you have a an
2:17:16organic marketing funnel or system with
2:17:20someone external, if they leave or you
2:17:22fire them, all of that data, all of that
2:17:24system goes with them. If you build it
2:17:26internally, you can get external
2:17:30contractors or uh freelancers to go into
2:17:34your funnel to do what you need them to
2:17:36do
2:17:37>> through their own way. But if they
2:17:39leave, you just get someone else that
2:17:41adds that create becomes an asset which
2:17:44takes away vulnerability. So that segus
2:17:48well to away from.
2:17:49>> Cool. So now we move to the other side.
2:17:51So away from motivators. So couple ways
2:17:53you can think about this thing. Um, you
2:17:55can think in terms of time. So, what are
2:17:58they moving away from that they've
2:18:00already experienced? What are they
2:18:02moving away from that they're currently
2:18:04experiencing? And what are they avoiding
2:18:07in the future if they do not fix this?
2:18:10So, looking through that lens,
2:18:14what are the first three things that
2:18:16come to mind when I say, "What are they
2:18:19moving away from?"
2:18:20>> They're moving away from guessing.
2:18:23>> Sure. Can you be specific? They're
2:18:24moving away from paying someone to guess
2:18:27for them that doesn't know them as well
2:18:30as they do themselves.
2:18:32>> So, the first the way I interpreted that
2:18:35was they're moving away from spinning
2:18:37their wheels. That's one that actually
2:18:39comes up a lot with like our with you
2:18:40members, especially like men's online
2:18:42fitness coaches. Like, I've been going
2:18:43to the gym for [ __ ] 5 years. I'm
2:18:44still 30% body fat. So, that's one idea.
2:18:47We'll unpack that obviously like we did.
2:18:48What's what's another separate idea to
2:18:50that? They're moving away from producing
2:18:53trying to produce content that doesn't
2:18:55resonate with their audience.
2:18:56>> Cool. So, I think that's still the same
2:18:58as spinning their wheels. You can also
2:19:00look at um like just the opposite of
2:19:02these.
2:19:03>> So, the opposite of camera confidence
2:19:05would be anxiety. Anxiety being on
2:19:08screen.
2:19:09>> Yep. Camera um
2:19:11>> camera anxiety.
2:19:12>> Yeah, that's a good way to put it. And
2:19:13what's the opposite of uh more organic
2:19:16leads? It would just be like increased
2:19:18ad spend.
2:19:19>> Yeah. Uh yeah, increased ad spend or or
2:19:23no that Yeah, increased ad spend
2:19:24>> or even like dep like as a unpacking
2:19:27that one more like a dependence on ad
2:19:29spend.
2:19:29>> Yeah, I'm going to also put in there cuz
2:19:31this is one I get a lot of um word of
2:19:34mouth.
2:19:34>> Yep. Word of mouth referrals like that
2:19:36whole bucket. Cool. Well, let's start at
2:19:38um spinning the wheels. So, go through
2:19:40the same process. Why or then what?
2:19:42>> So, they're spinning the wheels. Why?
2:19:44Because they don't know what to do. They
2:19:47>> don't know what they don't know. They
2:19:48don't know what they don't know. They're
2:19:50absolutely just guessing and they're
2:19:53guessing in the wrong way and it becomes
2:19:55frustrating and they give up and then
2:19:58they realize they haven't they've
2:20:00plateaued or they're getting less
2:20:02revenue than ever before.
2:20:04>> Sure.
2:20:05>> Um and then what they Yeah. They feel
2:20:09like their business is failing. Camera
2:20:11anxiety. They Why do they have camera
2:20:13anxiety? Because
2:20:14>> let's let's let's do spinning. So just
2:20:16write some of those points down.
2:20:18>> So spinning the wheels they are not
2:20:21doing enough slashcorrectly.
2:20:24>> And when they do that then what happens?
2:20:26>> Then what happens is
2:20:28>> they waste time.
2:20:30>> Yeah.
2:20:31>> New traffic and that is wasted time. And
2:20:35then what happens is plateau. Yeah.
2:20:39Business
2:20:40>> camera anxiety.
2:20:41>> Camera anxiety.
2:20:42>> Why does that happen? It happens because
2:20:45they don't know what to say or how to
2:20:48say what they're trying to say.
2:20:50>> Should you um So, one of the things I
2:20:51mentioned over here was like a specific
2:20:53example. So, we got like stuttering on
2:20:55camera. You can kind of repeat that over
2:20:56there.
2:20:57>> Um
2:20:58>> but it would look like waste like it
2:20:59takes [ __ ] 1 hour to film one.
2:21:01>> The words time to create is too high,
2:21:05too long.
2:21:06>> Y
2:21:07>> another example is fear of judgment.
2:21:09Yeah. Fear of judgment. Then what
2:21:11happens? Well, because they fear a
2:21:12judgment, they don't even bother.
2:21:15>> Yeah. So, it's just inaction.
2:21:16>> Yeah. Inaction.
2:21:17>> Yeah. So, do in action and then
2:21:18obviously you can then what is very
2:21:21obvious. Nothing
2:21:22>> in action.
2:21:24>> Yeah. No revenue, no profit, no leads,
2:21:26no sales. And then dependence on ad
2:21:28spend or word of mouth. So, it's
2:21:29alternatives. You're relying on other
2:21:31people essentially is what this is.
2:21:33>> Relying on other people.
2:21:35>> Relying on a platform. You're relying on
2:21:38someone to tell someone they know about
2:21:40you.
2:21:41You don't really have control of
2:21:43anything.
2:21:44>> Yeah.
2:21:44>> Cool. Now, looking at all of that and
2:21:46all of that, is there anything new that
2:21:48springs to mind now that you can make
2:21:50any connections between any of them?
2:21:52>> If you don't put content out, your
2:21:54business doesn't grow.
2:21:55>> So, all of this is linking to like one
2:21:57big idea, which is business growth.
2:21:59Cool. So,
2:22:01>> now what you can see is remember how I
2:22:03had that diagram before, which is like
2:22:05the conclusion is business grows with
2:22:07organic content. Now we have multiple
2:22:09different supporting reasons to prop
2:22:12that up rather than just saying you're
2:22:13not camera confidence
2:22:15>> or camera confident. Right. Cool. Now
2:22:17they've probably also tried things in
2:22:20the past to get from A to B. Can you
2:22:22just talk through what some of those
2:22:24previous attempts are?
2:22:25>> So previous attempts would be putting
2:22:27out one piece of content and they would
2:22:29get no views and they would just give
2:22:30up.
2:22:31>> Yeah. Previous attempts would be trying
2:22:33to ask their current or previous
2:22:36customers to refer them to someone else.
2:22:40It may work for a little bit, but then
2:22:42it starts to plateau. Previous attempts
2:22:44would be to try to boost their crappy
2:22:48organic that gets them more views, but
2:22:51it doesn't lead to sales.
2:22:53>> Cool.
2:22:53>> Um,
2:22:54>> so write down some of these. just like
2:22:56different because what we want to be
2:22:57able to do is remember so you're
2:23:02constructing a debate this customer
2:23:04already has preconceived notions values
2:23:07beliefs interpretations of how you do
2:23:09what you do and they will try and again
2:23:12like with the philosophy of
2:23:13categorization they'll try and put you
2:23:15into a category
2:23:16>> and so if you just give them the broad
2:23:18idea of organic content they will put
2:23:20you in the organic content bucket
2:23:22>> he's a course bro
2:23:24>> yeah exactly right so that's going to be
2:23:25an interpretation. So, we need to
2:23:27address that rather than just kind of
2:23:29ignoring it. So, we need to go what are
2:23:31all their preconceived notions about how
2:23:33they've tried to do this in the past cuz
2:23:35they're going to try and put me in the
2:23:36same bucket. And so, we need to address
2:23:37that in the ads, the landing pages, the
2:23:39ner sequences. So, just dot out like
2:23:41things they've tried in the past. You
2:23:42tried binge watching YouTube. You tried
2:23:44uh like there any other [ __ ] uh you
2:23:47can do anywhere around previous
2:23:48attempts. Doesn't really matter. So,
2:23:49previous attempts DIY online learning,
2:23:53>> you tried like self-paced courses. You
2:23:56tried talking to chat GPT. You tried
2:23:58getting a UGC creator.
2:24:00>> Yeah. UGC.
2:24:01>> You try getting a receptionist to do it.
2:24:03>> Or they would Yeah. Yeah. Tried an
2:24:07agency. That's the biggest one for sure.
2:24:10They tried an agency and they've burnt
2:24:1215 grand and
2:24:14>> they got no leads from it.
2:24:16>> Yep. We can do so much more with 15
2:24:19grand in a short amount of time by not
2:24:21even donating it to Mark Zuckerberg. But
2:24:23when we do, it's optimized because of
2:24:26the creative, because of all of these.
2:24:29>> Yeah. Cool.
2:24:29>> Yeah. Try try agency is the big one.
2:24:31>> So sweet. So now like we started on an
2:24:34empty whiteboard. Now we've just got
2:24:36like a pretty holistic list of reasons
2:24:39why someone should do your thing and
2:24:41reasons why they should not continue
2:24:42doing the same thing which they're
2:24:44trying to do in the past. Because people
2:24:45are going to again psychological
2:24:47resistance, they're just going to revert
2:24:49to their mean. And so we have to display
2:24:52enough reasons so that the cost of
2:24:54inaction outweighs the cost of actually
2:24:56just doing something differently because
2:24:58you can't keep doing the same thing and
2:24:59do a different result. But we need to
2:25:00communicate all of these. Some people
2:25:02will just need like a few of them. Some
2:25:04people are going to need significantly
2:25:06more. So is there anything else that
2:25:07comes to mind?
2:25:08>> Yes. Uh the biggest one is actually
2:25:11editing. If you were to go deep into the
2:25:13pipeline of all of the creative, people
2:25:15think that they have to edit the video
2:25:18themselves and it's going to take ages.
2:25:19So, they don't even start recording it
2:25:21or coming up with ideas. So, they think
2:25:23about the whole process
2:25:25>> and they have to do the whole process
2:25:26and they don't even begin with the first
2:25:28step, which is the easiest. When they
2:25:30get to editing, if they do get to
2:25:32editing, they don't know how to use Cap
2:25:34Cut. But what we do is teach them how to
2:25:37do it with
2:25:37>> Cool. So, that sounds like a previous
2:25:39attempt. like they tried to DIY editing
2:25:42or they didn't try at all cuz they just
2:25:44like didn't know or they didn't know
2:25:45thought they didn't know how to do or
2:25:47thought it was too hard. Um, one more
2:25:49thing that can be useful to look at all
2:25:51of this is is there anything that a
2:25:55customer or a prospect has said to you
2:25:57where you're like that was interesting
2:25:59and what you want to avoid is thinking
2:26:01oh only one person said this so no one
2:26:05else is experiencing you want to think
2:26:06like if one person said it a thousand
2:26:08people thought it. Yep. Sev, I love all
2:26:10of this. I love the system. Uh, this all
2:26:12makes sense. I know how to do it now. I
2:26:14still want to delegate it.
2:26:16>> Cool. So, it's like delegation. It's
2:26:18just this can't someone else do it?
2:26:20Simpsons episode.
2:26:22>> Yeah.
2:26:22>> And they've tried delegating before, but
2:26:24with what we do, delegation makes it
2:26:27easier.
2:26:28>> Yeah. And so, what's your argument
2:26:30against delegation then? Cuz remember,
2:26:32we got to debate them. So is the
2:26:34argument well you need to know how to do
2:26:36it before you delegate it because
2:26:37otherwise if you just blindly delegate
2:26:38it how do you know if they did a good
2:26:40job?
2:26:40>> That's exactly the argument. So if they
2:26:43have done the delegation before it's
2:26:45because and it didn't work. It's because
2:26:47the system wasn't correct internally but
2:26:50they didn't know what they didn't know.
2:26:52So when they try to delegate to someone
2:26:54else that person also doesn't know but
2:26:56they also don't know how to ask the
2:26:58business owner for some weird reason.
2:27:01But I wingman that frictionless system
2:27:05painoint so that when they do delegate
2:27:08>> it's an easier process. I actually had a
2:27:10client um come in learn the system and
2:27:13that happened and then they hired a
2:27:15videographer that I taught
2:27:17>> and then 3 months later he got two 50k
2:27:20clients organically and I'm just like
2:27:21[ __ ] proof of point.
2:27:23>> Yeah. Sweet. Anything else?
2:27:25>> That's it.
2:27:26>> Sweet. Hey, if you're going through this
2:27:27and you're realizing, hey, I'd actually
2:27:29really like to get some help alongside
2:27:30this, we run currently 50 support calls
2:27:33a week. As soon as you join the with you
2:27:35program, you can immediately access this
2:27:37the day that you sign up. And so, what a
2:27:39lot of our members will do is as soon as
2:27:41they join, if they're already running
2:27:42ads or they're already closed, they'll
2:27:43just start hopping on some calls before
2:27:45they even get to a workshop. So, if you
2:27:47want to be able to learn more about
2:27:48that, then click below. Now that we
2:27:50understand who we're talking to, we're
2:27:51going to go through a simple three-step
2:27:53formula so that we can nail our
2:27:54messaging. All right, cool. So, now that
2:27:56we're clear on who we're speaking to,
2:27:58what Sev needs to do now is get clear on
2:28:01how to communicate his offer in not a
2:28:05purely logical analytical way. So,
2:28:07remember before I talked about the
2:28:08thing, result feeling. A lot of really
2:28:10mediocre advertisers will just talk
2:28:12about the thing like the features.
2:28:14Slightly better advertisers will talk
2:28:16about the results and the outcomes. the
2:28:18really good advertisers can link that to
2:28:20a feeling and an emotion that they
2:28:22either require or that they try and
2:28:24avoid actively. So the way we're going
2:28:26to do this is just across the board uh
2:28:28go like thing result feeling like kind
2:28:31of divide the board into like three
2:28:33sections and again just like I was
2:28:36saying before the last section don't
2:28:38think this doesn't apply to me think how
2:28:40can I make this apply to me. So, as I
2:28:41ask Sev questions, you're going to want
2:28:43to think for yourself, like what's the
2:28:45answer for this for me, what Sev writes
2:28:46down is going to be very different to
2:28:47what you write down, but the thought
2:28:49process will be the same nonetheless.
2:28:51So, under the thing, well, firstly, just
2:28:52for everyone, cuz we haven't even really
2:28:54spoken about it. Can you just explain to
2:28:55people what your offer is?
2:28:58>> My offer is to teach your internal
2:29:00marketing team or you as a business
2:29:01owner how to create organic content that
2:29:05sells for your business.
2:29:07>> Cool. Now, under the thing, what I want
2:29:09you to do is just list features of how
2:29:12you do what you do.
2:29:13>> So, we start with uh workshops.
2:29:16>> Yep. Are they in person or live stream
2:29:18or both?
2:29:19>> Uh live stream.
2:29:20>> Cool.
2:29:21>> I also offer a one-on-one inperson, but
2:29:25then we also offer one to many group for
2:29:29the smaller businesses.
2:29:30>> Yep.
2:29:31>> Yeah. Cool. Now, just talk about some of
2:29:33the features of like what do they learn?
2:29:34Don't get into outcomes yet. Just think
2:29:37about curriculum.
2:29:39>> So we're still here.
2:29:39>> Yep. Still on the thing.
2:29:41>> Uh so curriculum so you learn um
2:29:44optimize brand language. So your brand's
2:29:48identity talk how to talk to your
2:29:50customers or future customers in the way
2:29:52that they want you to. So we do that and
2:29:56then we do ideation. So how to come up
2:30:00with organic ideas that speak that
2:30:03language.
2:30:03>> How many ideas will they come up with?
2:30:05Do you know? uh roughly
2:30:08roughly 100 plus ideas and that is uh a
2:30:13mixture of manual
2:30:15and uh brainstorming scraping from the
2:30:18internet and AI utilization.
2:30:21>> Yeah. Cool. Another way to think through
2:30:22this thing category is like the who,
2:30:25what, where, when, how.
2:30:26>> Yeah. So, okay.
2:30:27>> So, who who's it for again?
2:30:28>> So, who's it for? It's for um business
2:30:32owners, established business owners.
2:30:34>> Cool. We've got the what, which is the
2:30:36workshops and the different variations.
2:30:38>> The where is kind of the same live
2:30:40streamer or in person. What about the
2:30:42how?
2:30:43>> The how. So, we go through a digital
2:30:46workbook. Everyone has access to it and
2:30:49it's all lifetime access. It's updated
2:30:51as well um via something called notion.
2:30:56And we go through the workbook across uh
2:30:59one to two days. So, one to two days.
2:31:03And then there's uh a bit of theory, but
2:31:06there's a lot of practical.
2:31:09>> Cool. What does the practical look like?
2:31:11>> So the practical is you will film at
2:31:15least uh or let's say up to cuz some
2:31:18people go less up to 20 vids.
2:31:22>> Mhm. And then you will learn how to edit
2:31:27and you will have
2:31:29seven u drafts in your uh social media
2:31:35channel. Cool. Is there anything that
2:31:37happens after the workshop?
2:31:38>> Yeah. So, oh, and then after that you
2:31:41also get delegation strategy and that's
2:31:44for how to hire onboard a social media
2:31:47manager internally or how to talk to a
2:31:50videographer back and forth properly so
2:31:52that they don't go [ __ ] on you. Um,
2:31:54and how to navigate an editing team as
2:31:56well.
2:31:57>> Yeah.
2:31:57>> What happens after the workshop? Uh,
2:32:00learned this from you.
2:32:01>> Y
2:32:01>> 6 months of support.
2:32:04>> Mhm.
2:32:05>> And then I do this via WhatsApp. Um but
2:32:08then I'm also eventually doing a school
2:32:11as well.
2:32:12>> Y
2:32:13>> and eventually after that will be
2:32:15advisory stuff. Uh but yeah, six months
2:32:17of support u for when you finish a video
2:32:21and you want to post it but you're not
2:32:22sure then you send it to me to review it
2:32:25to give you feedback if you're still not
2:32:27quite sure so you have more confidence
2:32:29in posting it. And then when a video
2:32:31does well and you want to know why we
2:32:34discuss it that's part of the support.
2:32:35or if a video or a set of videos bombs,
2:32:38we then go over it and we talk about why
2:32:41they could have not done so well. Uh
2:32:44when you get a DM, how to respond to it
2:32:46properly or when you get a whole body of
2:32:50new followers, how to talk to them to
2:32:51then move them from curious to
2:32:56>> committed. Yeah. Cool. All right. So,
2:32:58we've touched on one of the results
2:32:59which is like filming 20 videos. Can you
2:33:01just and we've already also spoken about
2:33:03them from the customer avatar as well.
2:33:05Yeah.
2:33:05>> What are some of the results and
2:33:06outcomes they get? So don't get to
2:33:08feeling yet. So feeling would be like
2:33:09the camera anxiety, but the result be
2:33:12like what are the tangible outcomes that
2:33:14they get?
2:33:15>> Yeah. So the first result that I have to
2:33:18talk about because it's the trend
2:33:20unfortunately it's vanity metrics.
2:33:22>> Yeah.
2:33:23>> The views
2:33:25increased. Yep.
2:33:27>> But that's part of it anyway. So, views
2:33:29are increased,
2:33:31>> engagement,
2:33:33uh, inquiry increase, and most
2:33:35importantly, sales
2:33:39increase.
2:33:39>> Yeah. Cool. You You jump to what I was
2:33:42going to I was thinking I might have to
2:33:43push you to do cuz usually when I talk
2:33:45to content people that they'll just talk
2:33:48about like the idea of build brand like
2:33:49we posted a real about this the other
2:33:51day where like content agencies,
2:33:53videographers, they'll just talk about
2:33:54the idea of building brand. But just
2:33:56like we do we did with the customer
2:33:58avatar you want to ask then what happens
2:33:59then what happens then what happens cuz
2:34:01sometimes there's a lag indicator which
2:34:03is a far more compelling reason.
2:34:06>> Yeah. So the reason why I want this
2:34:09result is like you said
2:34:11>> Mhm.
2:34:12>> the sales increase we will understand
2:34:14you will also understand why the sales
2:34:16has increased to then reflect back to
2:34:19the views because then that will
2:34:20snowball as well.
2:34:21>> Yeah. very similar strategy to what you
2:34:24do except just for organic.
2:34:25>> Yep. Cool. Any other outcomes?
2:34:27>> Uh so vanity metrics and then also the
2:34:30revenue
2:34:32>> Yeah.
2:34:32>> metrics. So I'll just label this
2:34:34properly
2:34:35>> which is that one. Um and then from
2:34:38there you will know yeah your uh the
2:34:42result will have a content
2:34:45management system internally.
2:34:48>> Cool. Yeah.
2:34:49>> Anything else? Like you can also think
2:34:50of outcomes.
2:34:51>> Um outcomes will be Yeah. Uh more
2:34:55customers and then you'll also have I
2:34:58said more brand awareness increasing
2:35:00>> once you find yourself kind of going in
2:35:01a circle. That's kind of where you tie
2:35:03it up.
2:35:04>> But yeah, you'll also have optimized ad
2:35:08um creative. So one of the results was
2:35:11we had a video that went viral. I'm like
2:35:14great. Where was the audience? And they
2:35:15would say in America. Great. Is that
2:35:17where your customers are? They're like,
2:35:18"No." Like, "Cool. Where's your
2:35:20customers?" They say, "Perth, the city."
2:35:22I'm like, "Great. Run it as an ad.
2:35:23Target Perth." Then what happened?
2:35:26>> Customers.
2:35:27>> Yeah. Cool. All right. Well, let's talk
2:35:29about the feelings. So, when they
2:35:31achieve these outcomes, what are the
2:35:34feelings or emotions that they say they
2:35:37experience?
2:35:37>> Uh, they they actually say they're
2:35:39overwhelmed.
2:35:40>> Overwhelmed with leads.
2:35:42>> Yeah. Overwhelmed with leads. Another
2:35:43feeling is clarity. Um, yeah. don't need
2:35:47to guess.
2:35:48>> So, it's predictable.
2:35:49>> Yeah, it's more predictable. Marketing
2:35:52feels easier and excitement for next
2:35:57piece of content. And they're also
2:36:00addicted. And that's the main one I like
2:36:03to get to because when I did this for my
2:36:06own business and I got a lead from an
2:36:08organic piece of content, I was addicted
2:36:10to making more. And that's the same
2:36:12process I like to get my customers to as
2:36:15well. Cool. Sweet. So now what we've
2:36:18written out is we've just started with
2:36:20like yeah these are workshops but we've
2:36:21unpacked that so we know all the
2:36:23different features. We've we've found
2:36:26the results and the outcomes. We've
2:36:28chased them downstream a little bit but
2:36:29now we also know like you'll experience
2:36:31this and you will feel this. And so what
2:36:34we want to do next pass me the
2:36:36whiteboard marker is next we're going to
2:36:39write a headline for the landing page.
2:36:41So you want to think of the headline as
2:36:43obviously just the big idea. Now, like I
2:36:46said, like advertising is an art versus
2:36:48a science. So, with the headline, you
2:36:50can do or say whatever the [ __ ] you want
2:36:51within within the advertising policies
2:36:53and the law. The science is how do we
2:36:55measure that typically with a conversion
2:36:57rate, right? So, what we do to write the
2:37:00headline is just to give you some guard
2:37:03rails. We want the headline to be a
2:37:06combination. So, headline equals result
2:37:08plus feeling. So what we want to do is
2:37:12we want to look at everything we've
2:37:14written down because we've written down
2:37:15lots of things and we want to go what
2:37:17two stand out to us the most. So which
2:37:19feeling do you feel like just stands out
2:37:22to you the most and is the most
2:37:23compelling?
2:37:24>> I would say overwhelmed with leads.
2:37:26>> Yeah, probably was the first one that
2:37:28you came up with.
2:37:28>> Yeah.
2:37:29>> Right.
2:37:30>> And then what outcome do you feel is the
2:37:32most compelling
2:37:33>> from the results?
2:37:34>> Yeah. Yeah. From the results.
2:37:36>> Uh I would say more customers. Yeah.
2:37:39>> Well, they're the same thing though.
2:37:41Yeah. More customers, you get so many
2:37:43more customers, you're overwhelmed by
2:37:44them. So, that's the result and the
2:37:46feeling.
2:37:46>> Yeah. So, you already just said the
2:37:48headline. What did you just say? You get
2:37:50overwhelmed with so many customers.
2:37:51>> You get so many customers, you're
2:37:53overwhelmed by how many you're getting.
2:37:56>> Yeah. So, then that would be like your
2:37:57draft headline. So, the your draft
2:37:59headline now is
2:38:02>> create content that overwhelms you with
2:38:04leads.
2:38:05>> Yeah. or create so much content it
2:38:07overwhelms you with customers,
2:38:10>> right?
2:38:11>> That's your headline.
2:38:12>> Now, from a integrity point of view,
2:38:15when it comes to how soon it happens,
2:38:19when when students or clients call you
2:38:21up and go, what's the guarantee or how
2:38:24long will it take?
2:38:25>> With ads, it's instant. With organic,
2:38:27it's different. It depends.
2:38:28>> So, then it comes to managing
2:38:30expectations, right? So that's when it's
2:38:32communicated in like your nurture
2:38:33sequences on the landing pages in the
2:38:35FAQ.
2:38:36>> You got to put in the effort
2:38:37>> in the sales process as well, right? But
2:38:39just merely at the headline at like face
2:38:42value like just saying get so many
2:38:44customers you're overwhelmed or create
2:38:47content that overwhelms you with leads
2:38:49and sales. That's sufficient, right?
2:38:51>> Yeah. and then the sub headline. Because
2:38:54when people look at the landing page, if
2:38:57this is the landing page, there's a big
2:39:00piece of text up here, which is the
2:39:01headline we've just drafted, their eyes
2:39:04will scan that, go, "Sounds cool, but
2:39:07like how does that actually work?" And
2:39:09then the sub headline is the more micro
2:39:11because if you think macro, slightly
2:39:14less macro, micro. So now the sub
2:39:16headline what we do is we just need to
2:39:19make a sentence or two without
2:39:21overthinking it that just elaborates how
2:39:23you achieve these results and feelings.
2:39:25And so what it might be is
2:39:28>> something like this is my first draft is
2:39:31two-day workshops to ideulate 100 plus
2:39:34idea ideas ideas
2:39:35>> and implement them before you leave.
2:39:38>> Yep.
2:39:38>> That's my first draft. Now, just as a
2:39:40workflow tip for anyone, I kind of
2:39:42[ __ ] raw dogged that one and just
2:39:44ripped it on the first go, but when we
2:39:46do this in the workshop, what I find is
2:39:49an easier workflow is often when people
2:39:53like they they look at their page,
2:39:54they're just looking at the words and
2:39:56trying to draft the headline in their
2:39:59head. What is often more helpful or at
2:40:03least easier to do is just write down a
2:40:07[ __ ] headline. Just go, "All right, if I
2:40:10had to make a sentence out of that and
2:40:12that, what's that sentence?" Write down
2:40:14the really bad sentence. Look at it.
2:40:16Feel a little bit of shame for how
2:40:18you've abolished the [ __ ] Queen's
2:40:20English and go, "All right, not my best
2:40:22work." But if I had to remix this into
2:40:25something that I'd actually be happy to
2:40:27publish, what would that be? It's much
2:40:29easier to look at the words on the page
2:40:31and remix them than it is to just bounce
2:40:33draft after draft around in your head.
2:40:36Same with a sub headline. So going over
2:40:38it result is you have more more
2:40:40customers that are overwhelmed that
2:40:42you're overwhelmed with leads through
2:40:45our live workshops whether it's in
2:40:49person or online. Do you go into that
2:40:51much detail on that subheading or
2:40:53>> doesn't matter too much like
2:40:55>> it's still we're not really like again
2:40:58we're still pretty high up on the page.
2:41:00>> Yeah.
2:41:01>> So we're not getting too into the micro
2:41:04like this is sufficient. They can go,
2:41:05"Yeah, I like the idea of workshops."
2:41:07But then they'll think, "Is it online or
2:41:08is it in person?" They might scroll down
2:41:09and find that out.
2:41:10>> Oh, there's two options. Cool.
2:41:11>> Yeah. Right. And then that's when you
2:41:12have the FAQs, different sections, and
2:41:15we'll go through like, "What sections do
2:41:16we need to have to address all of this?"
2:41:18And again, cuz the landing page is just
2:41:21one big debate, and we need to order the
2:41:24content, prioritize the content, and
2:41:26communicate the content in a way that it
2:41:28talks them into at least completing that
2:41:29application form and just doing the next
2:41:31step. Now that we understand our
2:41:32messaging, we need to convert that
2:41:34messaging into a high converting landing
2:41:36page.
2:41:36>> All right. So, now that we've got the
2:41:38principles kind of dialed in, what we
2:41:40need to cover now is actually the
2:41:42destination we're going to send traffic
2:41:43to. Now, the first question that comes
2:41:45up that I need to address is what's the
2:41:46difference between a website and a
2:41:48landing page. So, the analogy that I use
2:41:52is a website is a bit like if you go to
2:41:55just a library, right? And like you've
2:41:58got all these different books, you've
2:42:00got all these different things you can
2:42:01choose from. However, a landing page is
2:42:03simply taking one of those very specific
2:42:06books out. So, for example, like here's
2:42:09one of our old clients 89. So, the
2:42:11garage door specialist. When you click
2:42:12and you go to their website, they've got
2:42:14an about us section. They've got
2:42:16residential doors. Underneath that,
2:42:18they've got different sections.
2:42:19Commercial doors. Underneath that,
2:42:21they've got different sections. Whereas
2:42:23when we have a landing page, we want one
2:42:25very clear and direct action, one very
2:42:28clear message. Like if I click an ad for
2:42:31the letter B, I don't want to go to the
2:42:33alphabet. I just want to go to the
2:42:35letter B. Right? Whereas a website is
2:42:37for more people, more of a directory,
2:42:39right? So if you go to our landing page,
2:42:42there's no menu at the top. There's no
2:42:44home. There's no about us. There's no
2:42:46blog. There's no jobs here.
2:42:47>> Straight to the point.
2:42:48>> Yeah. There's one thing. You clicked an
2:42:50ad for the with you program. Literally
2:42:52everything here is about the wiki
2:42:54program. There's nothing else you can
2:42:56do. The only call to action on this page
2:42:58is what I want you to do, which is start
2:43:01your application for the wiki program.
2:43:03Now, what I used to use our website as
2:43:06an example, but now our website is a
2:43:07very poor example because to prove my
2:43:09point, I like halfdeed our website. So,
2:43:12our website literally just says there's
2:43:14only two types of people that come here.
2:43:15We only send traffic from our ads to
2:43:17with your application funnel. So, you're
2:43:18either wanting to apply and that takes
2:43:20you to our landing page or you're a
2:43:23competitor and it takes you to apply to
2:43:25drive for Uber, right?
2:43:28That is one of those examples of like do
2:43:30as I say, not as I do because this is me
2:43:32just like [ __ ] around with stuff,
2:43:33right? That wouldn't be considered best
2:43:35practice. Best practice for a website
2:43:37will be something like 89s where you've
2:43:38got all these different things, but I
2:43:40just like [ __ ] around on the
2:43:41internet. Now, we've covered already the
2:43:43principles for a landing page. So,
2:43:45physical resistance and psychological
2:43:47resistance. So physical resistance being
2:43:50clicks, keystrokes, scrolls.
2:43:52Psychological resistance being thought,
2:43:55trust, and like curious versus
2:43:57committed. So what I'm going to do is
2:43:59I'm going to show you this landing page
2:44:02and based on everything that we've
2:44:04talked about the other day, I'm just
2:44:06going to scroll through this and just
2:44:07shout out feedback on this landing page
2:44:09based on those principles. So starting
2:44:11from the top,
2:44:12>> I'm kind of already bored because it's
2:44:14just too much text. There's no face to
2:44:16the product. Um,
2:44:17>> so with the too much text, so like
2:44:19there's like a lot of psychological
2:44:21resistance there, a lot of thought
2:44:23reading.
2:44:24>> So it's an essay.
2:44:25>> Yeah. What about the headline? Remember
2:44:28the headline we talked about was like
2:44:29the feeling plus result.
2:44:31>> So it's it's a thing, but it's not a
2:44:33result. So it's a thing. Okay. What's
2:44:35the outcome of it? It's not quite clear.
2:44:37>> Yeah. Cool.
2:44:38>> And then you've got what we teach. How
2:44:40to use Ableton, how to use samples.
2:44:42Okay. Cool. Mhm.
2:44:43>> But like what's the outcome going to be?
2:44:46>> Mhm.
2:44:47>> Right. And then you got your
2:44:48testimonials. Okay. It's just text.
2:44:51There's no video.
2:44:52>> So they're rich text, right? So people's
2:44:54[ __ ] meters go off.
2:44:56>> Yeah. And anybody can type that too.
2:44:58Like And like I can grab a picture off a
2:45:00website from some nerd looking dude just
2:45:03there with chess. Yeah.
2:45:04>> And you know it could be fake. Um Yeah.
2:45:08I just don't believe.
2:45:09>> What do you think about the form?
2:45:11I mean,
2:45:12>> well, firstly, where where is it
2:45:14>> at the bottom? Yeah, call to actions at
2:45:16the bottom. So,
2:45:16>> yeah,
2:45:17>> if I'm not convinced by then, how am I
2:45:19going to get to the bottom to know that
2:45:20there's even a something to do? And
2:45:23based on my feedback, people want to the
2:45:26thing that they want to do the most is
2:45:27actually inquire. They may not even want
2:45:29to read the rest of the stuff. So even
2:45:31if the ads or everything before they
2:45:34went on this landing page was convincing
2:45:36enough,
2:45:37>> even that [ __ ] text body of text could
2:45:40be
2:45:41>> irrelevant anyway if you had the thing
2:45:43on top.
2:45:44>> Yeah. Exactly. And then the next thing
2:45:46as well is like the call to action is
2:45:48just get in touch.
2:45:49>> Yeah.
2:45:49>> So it's very it's very generic call to
2:45:52action like we talked about the other
2:45:53day. You want to make it feel like
2:45:54they're starting a process. And then
2:45:56even from a design perspective, did we
2:45:58talk about we talked about fashion
2:46:00versus function, right? So fashion being
2:46:02like it looks pretty function or well
2:46:05this doesn't have any fashion or [ __ ]
2:46:06function. So the plain black background
2:46:09>> the the form says button at the bottom.
2:46:12So there's a lot of like triggers going
2:46:14off like this landing page again does
2:46:16not switches. It will work to a degree
2:46:18just a [ __ ] terrible degree. Now what
2:46:20about this one?
2:46:22>> Yeah. Straight away and like the
2:46:24background picture. Mhm.
2:46:26>> You're talking to people. It's real.
2:46:29It's It's harder to fake that, you know,
2:46:32>> it's in the moment and it's straight to
2:46:35it's attention. Electronic music
2:46:37producers. Okay. I'm an electronic music
2:46:39producer. It is for me, for example, if
2:46:42I was that
2:46:43>> and then a structured path to becoming
2:46:45label and tour ready as an electronic
2:46:48music producer. Right. It
2:46:49>> all right. I'm going to get a path out
2:46:50of this.
2:46:52>> Label and tour ready. I want to be label
2:46:54and tour ready. That sounds great.
2:46:55>> Yep. Some other things I point out as
2:46:58well, uh, the video. So, the VSSL, we'll
2:47:00we'll spend quite a lot of time today
2:47:01talking about scripting a VSSL for you.
2:47:04It auto plays and everyone's web browser
2:47:06will autoplay with the video on mute.
2:47:09And very few people bother clicking
2:47:11unmute, right? And so, we want to be
2:47:13able to just read along. So, we always
2:47:15burn in captions at the bottom. When I
2:47:17hover my mouse over it, kind of blocks
2:47:18it, but so they can at least just read
2:47:20along. The call to action above the
2:47:22form. Next step, get matched with your
2:47:24coach by answering a few questions.
2:47:26That's significantly more appealing than
2:47:28simply get in touch.
2:47:30>> Yeah.
2:47:30>> Right. Feel the process. Yeah. There's
2:47:33more social proof,
2:47:34>> right? So, most producers end industry
2:47:36set with no sound identity, inconsistent
2:47:38releases, and zero industry replies.
2:47:40This is what changes. Like they get
2:47:42signed to all these labels that they can
2:47:43recognize. They get um you know, they're
2:47:46playing at these festivals. This is
2:47:47actually a really good example of
2:47:50linking the sales team and the marketing
2:47:52team because we added this because the
2:47:55sales team was telling me when I was
2:47:58running the ads for this, I still do.
2:48:00They were saying, "Hey, like people
2:48:01enroll significantly faster when they
2:48:03find out, you know, what labels people
2:48:05would have been signed to or what
2:48:07festivals people would have been signed
2:48:08to."
2:48:08>> Yeah. And then having that question uh
2:48:10as part of the sales process is also
2:48:13important because then that's a feedback
2:48:15loop to optimize in your landing page.
2:48:17>> Yeah, exactly like that. This bumped the
2:48:19conversion rate pretty significantly.
2:48:21>> Um and that's an order example of like
2:48:23prioritizing the things that convince
2:48:25people, right?
2:48:27>> So like we were talking about the other
2:48:29day, marketing is debating at scale and
2:48:31there's certain arguments that are
2:48:33significantly more compelling and you
2:48:34put the more compelling arguments at the
2:48:36top, right? So we placed this above the
2:48:39video testimonials because the feedback
2:48:42was
2:48:43>> this was got what got them over the line
2:48:45more so than this. This still helped.
2:48:47The other thing as well is we can lower
2:48:49psychological resistance uh to watch the
2:48:52right testimonial. So what we do is
2:48:56because there's so many different
2:48:57testimonials here, right? Actually this
2:48:58is a perfect example. Um sometimes
2:49:00people ask me like hey how many
2:49:02testimonials is like too many
2:49:03testimonials. Wi-Fi's getting a little
2:49:04bit [ __ ] when I try to scroll down all
2:49:06the way, but
2:49:07>> that's a flex,
2:49:09>> right? Like, we have [ __ ] heaps. Um,
2:49:11Jackson actually ran a split test and he
2:49:14thought there were too many testimonials
2:49:17and so he deleted all but the biggest
2:49:19four and it like cut the conversion rate
2:49:21in half. So, I was like, "All right,
2:49:23just put those back." So, it put them
2:49:25back, went back up again. Right. But you
2:49:28don't ever really see uh an influx of
2:49:31testimonials on on these landing pages
2:49:33because most of these they they don't
2:49:35put in the effort or they don't have
2:49:37any.
2:49:37>> So how do you differentiate the
2:49:39difference between a good operator or a
2:49:41good business?
2:49:42>> Yeah.
2:49:43>> The other thing as well is no one is
2:49:44[ __ ] watching all of these. But
2:49:46merely the fact that you scroll through
2:49:48so many you're like, "Oh, Jesus Christ."
2:49:50All right, I get the point. They will
2:49:52watch one or two for sure. But the other
2:49:54thing as well is we want them to watch
2:49:56the most relevant one. So what we do is
2:49:59we put their not just their name but
2:50:01also what style of music that they make.
2:50:04>> Yeah.
2:50:04>> And then a key quote from the
2:50:06testimonial cuz we want again remember
2:50:08meet them where they're at. We want the
2:50:10customer to see themselves in one of
2:50:13these testimonials. Go, oh, I'm thinking
2:50:14that in this particular instance, what's
2:50:16most relevant is what style of music
2:50:18does this person make? Right? for
2:50:20industry sets for um for where you is
2:50:23what industry is is their business in.
2:50:26So we put what style of music that they
2:50:28make as well as a key quote
2:50:32um from the testimonial so people can
2:50:34see oh I make that style of music and
2:50:36I'm thinking that because when there's
2:50:37so many different testimonials they will
2:50:39usually just pick like whoever's the
2:50:41first one or whoever they find the most
2:50:42attractive in the thumbnail or whoever
2:50:44they just look like the most. But that
2:50:47person might not necessarily be the the
2:50:50best person to watch. The best person to
2:50:52watch is like they make my style of
2:50:54music and that they were experiencing
2:50:56the same challenges that I am right now
2:50:59before they enrolled.
2:51:00>> Does it matter how long the testimonials
2:51:02are for?
2:51:03>> Yeah. Um, well, the way that we edit
2:51:05them, I'll actually just play one of
2:51:07them. The way that we edit them is we
2:51:10take a key clip.
2:51:12>> Yeah.
2:51:13>> That might be like seven minutes in and
2:51:15we put it to the start. Oh, like a hook.
2:51:17Yeah.
2:51:17>> Yeah, just like this.
2:51:19>> The amount of stuff I learned in six
2:51:20weeks, like I've grown more in six weeks
2:51:22than I have in the past 18 months. So,
2:51:25yeah, I think that's cut to the intro.
2:51:28>> So,
2:51:29>> makes sense.
2:51:30>> Yeah. Sick.
2:51:31>> Yeah. And so, they go, "Oh, yeah." Like,
2:51:32that's compelling because you got to
2:51:34remember as well, we had to take into
2:51:36consideration people's just viewer
2:51:37retention. And so, if the first 15
2:51:40seconds are, "My name's Brandon
2:51:42Willington. I'm doing this, this, and
2:51:43this." It's like, "Sure." or like but an
2:51:46emotional hook like that where like
2:51:48someone's nearly crying that's
2:51:49significantly more impactful than her
2:51:51show like her name her artist name and
2:51:53where she's from.
2:51:54>> Yeah. And then what about at the top you
2:51:56have one like hero video not that one
2:51:58but the one straight underneath.
2:51:59>> Yeah. What we did for industry set was
2:52:02because there are so many was we made
2:52:03this super cut.
2:52:04>> Oh like a montage of all of them. Yeah.
2:52:07>> Yeah. And I guess obviously with uh
2:52:10different businesses that are doing
2:52:11this, if they don't have enough yet,
2:52:14then that's okay. But that's their goal
2:52:16now is to build that collection of
2:52:18receipts.
2:52:18>> Yeah. We'll talk about like what to do
2:52:20uh when you don't have testimonials. So
2:52:22there's a couple different things. So
2:52:24the ideal outcome that you want is a
2:52:26bunch of people saying that we're the
2:52:29best.
2:52:29>> Yeah.
2:52:30>> Right. The next best alternative is you
2:52:33saying you're the best. There's a couple
2:52:34of different ways that you can achieve
2:52:36that. There's none that are. I think
2:52:37there's some present on this landing
2:52:39page. So, further down this landing
2:52:42page, what we actually have is clips of
2:52:44Jackson. I think I'm into some of these
2:52:46videos as well, just presenting to um
2:52:48audiences. Alternatively, what you can
2:52:50do is Oh, I've got some more um on my
2:52:54landing page as well. Actually, if you
2:52:55scroll all the way to the bottom of my
2:52:57page,
2:52:57>> so you got some podcasts um that you've
2:53:00embedded in there and your awards as
2:53:03well.
2:53:03>> Yeah. So that's more about you, but your
2:53:06customers first.
2:53:07>> Yep.
2:53:07>> Yeah.
2:53:08>> So I put customers first because people
2:53:10saying we're the best is significantly
2:53:12more impactful than me saying I'm the
2:53:14best. But what I'll do is like an about
2:53:16me section which is just a little bit
2:53:18about myself, like a bio. Um there's a
2:53:20photo of me there winning an award and
2:53:22then there's a couple podcasts that I'm
2:53:24on. If you haven't been on podcasts,
2:53:26like what I recommend people start doing
2:53:28is just publishing YouTube videos, just
2:53:30showing like that you know what you're
2:53:31doing and then just embedding those in
2:53:33the page because at least that
2:53:34demonstrates expertise when when you
2:53:37don't have yet the opportunity for other
2:53:39people to say that you know what you're
2:53:40talking about. That makes sense.
2:53:41>> Yeah.
2:53:42>> Another thing that I'll talk about as
2:53:43well is what order do we place things?
2:53:46The way to think about this is there's
2:53:48so many different like landing page
2:53:50templates that people will talk about
2:53:52like this landing page converts at
2:53:54[ __ ] 15% guaranteed. It's like it's
2:53:57not guaranteed. First of all, you had to
2:53:58consider the traffic. Second of all, you
2:54:01had to consider like what's the argument
2:54:02that you want to make. And so we want to
2:54:04prioritize what is the most compelling
2:54:07thing and what is the least compelling
2:54:09thing and then we order the landing page
2:54:11in that order. So things that are pretty
2:54:13much always going to stay consistent on
2:54:15the landing page are a big headline at
2:54:17the top. VSSL, so video sales letter,
2:54:20which basically argues the point, your
2:54:22call to action. Now, this is pretty
2:54:24specific to us, but because we're an
2:54:26event, we put the dates here, right? Cuz
2:54:28that creates urgency. It also creates
2:54:30scarcity because I'll update I usually
2:54:33update like once a week. I'll just
2:54:35update and say like 24 spots left. I
2:54:37also put at the bottom like last updated
2:54:39was that 27th of March. Right. Yeah.
2:54:41Now, one thing to consider also is the
2:54:44play rates on VSSLs are usually pretty
2:54:46low because generally speaking, the
2:54:49behavior of someone that's just clicked
2:54:51an ad on Instagram while they were doom
2:54:53scrolling is they'll quickly scan read
2:54:55this, they'll scan read this, they'll go
2:54:57not listening to this essay, and then
2:55:00they'll go, "All right, you want me to
2:55:01do this?" And then they'll just start
2:55:03scrolling around quickly trying to talk
2:55:05themselves into or out of doing this.
2:55:08Right? And so, the first thing I have is
2:55:10urgency. So now you've established, oh,
2:55:11like I'm in Sydney and there's 10 spots
2:55:13left. That increases the likelihood of
2:55:15me converting a little bit more. The
2:55:18next thing is they're not watching all
2:55:20of this entirely generally speaking. So
2:55:23what I have is this section here which
2:55:26just explains in like one screen like
2:55:29basically like imagine like two
2:55:31PowerPoint presentation slides. If you
2:55:33had to explain how you do what you do in
2:55:35two presentations and what they get.
2:55:37>> Yeah. what they get
2:55:38>> just at a macro level like how it works.
2:55:41So I'll give you perfect example, right?
2:55:43I added this section maybe two or 3
2:55:46months ago.
2:55:47>> Originally I didn't have the images. I
2:55:50just had basically this text here and it
2:55:53helped a little bit. Then I remembered
2:55:55psychological resistance and lowering
2:55:57their thought and how images can you
2:56:00know what is it? An image says a
2:56:01thousand words, right?
2:56:03>> So then what I did was all I did was I
2:56:05added these images. So you could see
2:56:07there's a couple things being said in
2:56:09just this image alone. When you compare
2:56:10it with that it's like all right well
2:56:12this person is looking like at this
2:56:14person's laptop clearly helping them.
2:56:16This person's smiling. They're happy
2:56:17with the support. It's in person. It's a
2:56:19workshop. You can see the size of that.
2:56:21There's so many things that are
2:56:22communicated by this right. And then you
2:56:24look at this you can see it's a calendar
2:56:26on school. And this is another example
2:56:29of feedback from the sales team. Like we
2:56:30know from the sales team will just tell
2:56:32us, hey, when we show people there's
2:56:33like 40 or 50 [ __ ] calls a week
2:56:35instead of like one call on a Friday
2:56:37afternoon,
2:56:37>> you have a such a massive point of
2:56:39difference and and you're essentially
2:56:42making it easier to for them to to
2:56:43compare you to people who are far
2:56:46inferior, right?
2:56:47>> Yeah. Exactly.
2:56:48>> Okay. And and with this as well, this
2:56:50will help you on the sales calls, right?
2:56:52Because if they've read this, they're
2:56:54not going to ask a question.
2:56:55>> Exactly. Right. So you want your
2:56:57marketing to support your sales process
2:57:00rather than just like generate leads.
2:57:02And so if the stuff that we know at a
2:57:05macro level just helps the buying
2:57:06decision, just load it into the
2:57:08marketing. Yeah.
2:57:08>> Right. So we'd ra because if it helps in
2:57:11the sales process will help in the
2:57:12marketing, right? Because all sales is
2:57:15is just one-on-one marketing and
2:57:17influence and persuasions. All marketing
2:57:19and advertising your landing pages and
2:57:20your ads is is influence and persuasion
2:57:22just at a massive scale,
2:57:24>> right? So, if it works for one or two
2:57:25people, it work for a lot of other
2:57:26people. Another thing is the FAQs. A lot
2:57:29of people, they really skimp out on
2:57:30their FAQs. They put like three or four
2:57:32really, really basic ones.
2:57:34>> I've got one like I don't know, like two
2:57:36dozen here,
2:57:37>> right? And usually, another thing I'll
2:57:40talk about with FAQs is usually put
2:57:41people will put their FAQs all the way
2:57:44down like the bottom of their landing
2:57:45page.
2:57:46>> I ran heaps of split tests with myself
2:57:48and also uh with our members. We pretty
2:57:52much 100% of the time increase someone's
2:57:55conversion rate by moving FAQs further
2:57:57up the landing page.
2:57:58>> So before the testimonial.
2:58:00>> Yeah.
2:58:00>> Wow.
2:58:01>> Yeah. It was actually kind of funny cuz
2:58:03I told all my members to do this cuz I
2:58:04split tested with industry set. I split
2:58:06tested with my webinar funnel. But I was
2:58:09convinced that our testimonials were
2:58:12more compelling than the FAQs. And so I
2:58:14didn't actually split test until [ __ ]
2:58:16like last month. And I was right. I was
2:58:18like, for [ __ ] sake, I should have
2:58:19done this months ago. You mentioned
2:58:21split testing your landing page. How
2:58:23long do you give a yeah split test?
2:58:27>> Yeah. So the technical answer is a
2:58:29statistically significant sample size of
2:58:31data. There's a formula to that. I don't
2:58:34know what the [ __ ] formula is, but
2:58:35what you can do is just screenshot the
2:58:37results. Put it into chat GPT and ask
2:58:39like, "Hey, is this statistically
2:58:40significant yet?" It will spit out the
2:58:42formula and tell you yes or no.
2:58:43Generally speaking, in my experience,
2:58:45for something to be statistically
2:58:47significant, it takes [ __ ] forever.
2:58:50Like, in some instances, it could
2:58:52potentially run for an infinite amount
2:58:54of time. So, my general rule of thumb is
2:58:59minimum one week. That's my real rule of
2:59:02thumb because like if you're spending $5
2:59:05a day, well, over a week, that's like 35
2:59:07bucks. That's [ __ ] all traffic, right?
2:59:08So, in that instance, you're going to
2:59:10have to spend more. Like for example,
2:59:11like when I'm split testing something,
2:59:13I'll I'll still run it for like a full
2:59:15calendar week, but a calendar week for
2:59:18me is like $140,000 or something like
2:59:21that, right? So that's pretty [ __ ]
2:59:22significant.
2:59:23>> Yeah.
2:59:24>> Now, with the FAQs, the way that you
2:59:26want to think about FAQs is like four
2:59:28different quadrants. So there's the
2:59:30initial questions. So like something
2:59:32like how does it work? Like what kind of
2:59:34support do I get? Then you have
2:59:35follow-up questions. So when you answer
2:59:37these first ones like what are the
2:59:39questions that like come up afterwards
2:59:40like how quickly can I get results or
2:59:42like results and expectations would be
2:59:45like how quickly can I get results and
2:59:47then the fourth one is because I think
2:59:49we talked about this last week the
2:59:51fourth one is objections so like what if
2:59:53I'm not techsavvy basically stuff they
2:59:54say at the end of the call right
2:59:56>> um because what we want to be able to do
2:59:58is on the landing page remember they're
3:00:00furiously scrolling around these get
3:00:02answered in the VSSL but there's no
3:00:05chance in hell I'm going to rely.
3:00:07>> Yeah. You're you're essentially creating
3:00:09two different types of consumption. One
3:00:11is visual and one is written. Y
3:00:14>> but also both of them solve you the
3:00:16problem of time, clarity, and speed.
3:00:19Yeah.
3:00:19>> So with the uh with these ones here with
3:00:21the FAQs, have you tried adding in a
3:00:24video response as well?
3:00:26>> Yeah, I actually put those on the thank
3:00:27you page. So on the thank you page, I'll
3:00:29go through our entire final.
3:00:30>> So instead of instead of the FAQs here,
3:00:33they've got video. Yeah, there's like
3:00:35three videos there. Okay. Little
3:00:36breakout videos that explain like the
3:00:38most important things.
3:00:39>> And then again on our landing page, got
3:00:41Google reviews that are embedded.
3:00:43>> And then same thing like we've got their
3:00:45name, but the boldest thing when Aiden
3:00:47makes the thumbnails is like what
3:00:48industry that they
3:00:49>> were interested. Just go back for the
3:00:51Google stuff. Um, now I hate asking
3:00:55people for reviews. It's such a tedious
3:00:57thing, but I know it needs to be done,
3:00:59especially in an age of scraping AI
3:01:01legitimacy. What's your method of uh
3:01:04attracting uh incentivizing people to do
3:01:07do
3:01:08>> the the the first most important thing
3:01:10is the timing. So I learned this from
3:01:12Peter Lakovich who taught me like most
3:01:13of what I know about sales. So you got
3:01:15to remember like during the customer
3:01:17journey they go through like waves of
3:01:19emotions and there's a couple like peaks
3:01:21of emotions and so you time your
3:01:23testimonials at the peak of emotion. So
3:01:26for example when a customer tells you
3:01:28that they've had a very very good
3:01:30experience don't ask them a week later.
3:01:32Yeah.
3:01:32>> Ask them then and there when they're at
3:01:34the peak of emotion. It's very similar
3:01:36to sales in of itself. Like they make a
3:01:38decision when at the peak of emotion.
3:01:40>> Yeah. And what would you say to them in
3:01:42at the peak of emotion to to get that
3:01:45close?
3:01:45>> Yeah. So, what you want to do is you
3:01:46want to actually like we lower
3:01:48psychological and physical resistance on
3:01:50landing pages. You want to lower
3:01:51physical and psychological resistance
3:01:53for them to do it. So, the message could
3:01:55be as simple as, "Hey, I'm glad to hear
3:01:58that you've um had a really good time or
3:02:01you've enjoyed the service. Um, we're
3:02:03trying to be more proactive about
3:02:04collecting Google reviews. If you have
3:02:07if you have 90 seconds spare, could you
3:02:09leave us a Google review?" And then,
3:02:11have you ever have you ever experienced
3:02:13this? You ask for a Google review, what
3:02:14do they ask first?
3:02:15>> Yeah. What do you want me to say? Or
3:02:17worse, they don't even say that and they
3:02:18use [ __ ] AI.
3:02:19>> Yeah. Yeah. Yeah. Yeah. Right. So, we
3:02:21want to lower psychological resistance
3:02:22because they're not going to ask like,
3:02:23"What do you want me to say?" It's like,
3:02:24"No [ __ ] I want you to say good
3:02:26things." But it's like you've just given
3:02:28them this little essay task. So, what
3:02:30you can do is you give them the prompts
3:02:32of like what I would say when I ask for
3:02:34the testimonials. Most people when they
3:02:36leave us a testimonial, they just like
3:02:37to uh let us know like who they are, why
3:02:40they came to us, what they loved the
3:02:42most, what got them over the line, what
3:02:44they were hesitant about, and like what
3:02:46changed from them.
3:02:47>> And then they go, "Oh, yeah. I just
3:02:49answered that. I just answered that."
3:02:50That's a sentence. That's a sentence.
3:02:51That's a sentence. That's a sentence.
3:02:52And so rather than like pretty much all
3:02:55of our testimonials, uh the same for
3:02:58like we try and get them to do the same
3:02:59for written, but obviously in a video
3:03:01testimony, you just ask them. The series
3:03:03of questions would be like introduce
3:03:05yourself, like the business, like what
3:03:07what situation were you in before you
3:03:08came to us.
3:03:09>> Mhm. I got a list here.
3:03:11>> Yeah. I use this all the time. It's
3:03:13really cool.
3:03:13>> Oh yeah. Cuz should I share this with
3:03:14you?
3:03:15>> Yeah. Yeah. I use this every every time.
3:03:17>> Yeah.
3:03:17>> Introduce yourself. What situation were
3:03:19you in before the workshop? What
3:03:20hesitations did you have before this
3:03:22workshop?
3:03:22>> That's a really good one. The what
3:03:24hesitations did you have before coming
3:03:26to the workshop? Because it will repeat
3:03:30back to the person watching it. Oh,
3:03:31that's [ __ ] exactly what I'm
3:03:32thinking.
3:03:33>> Yeah. Yeah. Yeah.
3:03:34>> Um what did you choose? Why did you
3:03:36choose to attend the workshop?
3:03:37>> Yeah. Like what got you over the line in
3:03:39the end?
3:03:39>> Or why did you choose to hire us? Uh
3:03:42hire our services above anyone else for
3:03:45anyone that's watching this. Um, what
3:03:47changed your thoughts after hiring us or
3:03:50booking the workshop?
3:03:52>> What did you like the most about the
3:03:53workshop? Uh, what differences did you
3:03:56see from this workshop compared to
3:03:57others?
3:03:58>> Uh, what impact did this workshop have
3:04:00on you? And what would you tell someone
3:04:02if they were nervous about booking a
3:04:04workshop?
3:04:05>> Yeah. Because when they answer those
3:04:06questions, it actually tells a story of
3:04:08like meeting the customer where they're
3:04:10at, which is, oh, I'm experiencing this.
3:04:12And then it it kind of tells this
3:04:13forecast and this story of like this is
3:04:15what you're going to experience if you
3:04:16work with these people and they can
3:04:17relate to that rather than alternatively
3:04:20what most people's reviews are are like
3:04:22yep I worked with seven did this two-day
3:04:24workshop and he was really friendly.
3:04:26It's like that's not helpful for me.
3:04:28>> No, but it's part of the the whole
3:04:29package.
3:04:30>> Yeah, exactly. But we had to like we had
3:04:32to consider
3:04:34>> like I failed marketing 100 at
3:04:35university. What is is there four or
3:04:37five Ps of marketing? There's like five
3:04:39Ps of marketing. One of them is
3:04:40placement
3:04:40>> and you had to consider the placement
3:04:42for your testimonials and generally
3:04:43speaking the people most of the people
3:04:45that watching your testimonials are
3:04:46people that are like right on the fence
3:04:48and they're doing their due diligence
3:04:49and so we need to consider the
3:04:51placement. So saying that you're
3:04:52friendly for 2 days doesn't help my
3:04:54buying decision like I want to do this
3:04:56[ __ ] work for you. If you want to
3:04:57help building this out with us in
3:04:59person, as well as getting us to hold
3:05:01your hand for six months afterwards, we
3:05:02give all of our landing page templates
3:05:04to our members as well as like multiple
3:05:06support calls um a day, helping them
3:05:09build out their landing pages as well as
3:05:11the ads and conversion tracking and all
3:05:12that stuff. We've got dates upcoming in
3:05:14both Australia and the United States.
3:05:16So, if you'd like to save your seat for
3:05:17one of those workshops, there'll be some
3:05:18links in the description so you can
3:05:19check those out. So, the survey and the
3:05:21application form, there's a a few things
3:05:23that get done here, right? So firstly
3:05:25the call to action above the survey
3:05:27we've spoken about make it feel like
3:05:28they're starting a process. We don't
3:05:30start with contact details. We want to
3:05:32start further down towards curious and
3:05:34then we can slide them up to committed.
3:05:35So my particular one is like where do
3:05:37most of your leads come from?
3:05:38>> Everyone can see themselves in that.
3:05:40Right.
3:05:40>> Yeah. And I and I ask that question
3:05:43pretty much the first question I do in
3:05:45the sales calls is where do most your
3:05:46leads come from?
3:05:48>> Y
3:05:48>> to identify if Yeah. they've plateaued
3:05:52or what's not working or to see if
3:05:54they've tried what I'm about to teach
3:05:55them already.
3:05:57>> Yeah, exactly. So, Adriana when he was
3:05:58earlier in the program came to an
3:06:00advisory call with me and he's like,
3:06:01"Oh, my landing page isn't converting."
3:06:03And he [ __ ] he [ __ ] with my template,
3:06:05made contact details first.
3:06:06>> Okay.
3:06:06>> I was like, "Just leave him at the back
3:06:07where I put him, bro." He's like, "All
3:06:08right."
3:06:08>> And then what happened?
3:06:09>> Well, I like quadrupled his conversion
3:06:12rate just by moving his contact details.
3:06:14Question.
3:06:14>> I love how that one thing.
3:06:16>> Yeah, that's literally all it was.
3:06:17>> And that's one variable, too. And uh oh
3:06:19just back to split testing for a second.
3:06:22When you're split testing one variable,
3:06:24right?
3:06:24>> Yeah. One thing.
3:06:25>> One thing.
3:06:26>> Yeah. So I usually I usually change one
3:06:28big thing.
3:06:28>> Yeah.
3:06:29>> Um usually it's something like it's
3:06:32usually the headline.
3:06:33>> Yeah.
3:06:34>> Sometimes I'll split test this. I might
3:06:36split test the background or I might
3:06:38split test the order in which I place
3:06:41things.
3:06:41>> So those are the main ones. And the
3:06:42little things you don't really split
3:06:43test. You just check.
3:06:45>> Yeah. It's pretty I don't think I've
3:06:46ever really split test stuff all the way
3:06:48down here.
3:06:49>> Yeah. Okay.
3:06:49>> Because you got to remember like 100% of
3:06:52people see this first section.
3:06:53>> So that's the above fold.
3:06:55>> Yeah. Above the fold. So it's the most
3:06:56impactful.
3:06:57>> All right. Let's go back to that.
3:06:58>> Cool. So with the survey, where do most
3:06:59of your leads come from? Uh what kind of
3:07:01business are you? This is a qualifying
3:07:03one. So we can only work with service
3:07:04based businesses needing leads.
3:07:06>> What do you mean by qualifying?
3:07:07>> So qualifying is there's certain types
3:07:10of customers you can work with. There's
3:07:12certain types of customers that you
3:07:13can't. So, for example, we don't help
3:07:14e-commerce businesses. We don't help SAS
3:07:16companies. We don't help like ticket
3:07:18sales. Like, you must be a service-based
3:07:20business.
3:07:21>> What happens if they click e-commerce?
3:07:22>> So, if they click e-commerce, SAS, or
3:07:24events, it takes them to a
3:07:25disqualification page. Now, this is
3:07:27actually a good segue to pixel
3:07:29conditioning. So, I'll talk about pixel
3:07:32conditioning
3:07:34um later today, but I don't basically
3:07:38pixel the pixel will track like leads
3:07:40and schedules so that the ad account
3:07:42knows how to do its job better. What we
3:07:44want to avoid at all [ __ ] costs is
3:07:46your ad account thinking it got a lead
3:07:48when someone clicked the wrong answers.
3:07:50>> Okay?
3:07:51>> Because then otherwise it
3:07:52>> then you're wasting money. Well, because
3:07:54what it will do is like if we say anyone
3:07:56that completes this form as a lead, then
3:07:58it will just keep it will it will
3:08:00definitely keep finding service based
3:08:01businesses, but it will find all these
3:08:02[ __ ] dudes too,
3:08:04>> right? So, we don't want to think it did
3:08:06its job when it did it incorrectly.
3:08:08>> So, so you're saying that if someone is
3:08:11sick of seeing your ads,
3:08:13>> Yep.
3:08:13>> they just have to go to your landing
3:08:14page and disqualify themselves
3:08:16>> pretty much.
3:08:18>> But, um, so we got what kind of business
3:08:20are you? Then I've got what kind of
3:08:22service do you provide? This is another
3:08:23qualifying question. So these ones down
3:08:25here, we just don't work with them.
3:08:26Either because it doesn't work with them
3:08:27or I don't [ __ ] like them. Real
3:08:28estate agents.
3:08:29>> So the So go back a previous one. What's
3:08:32the difference between uh what business
3:08:34are you and what service like and what
3:08:36type?
3:08:37>> So what kind of um business are you?
3:08:39Like this is a service based business
3:08:40and then this is like what industry
3:08:42basically.
3:08:43>> Yeah. So you're pretty much categorized
3:08:44service based businesses.
3:08:46>> It's like funning it down even more.
3:08:47There's actually another question that's
3:08:49um
3:08:50>> this this average monthly revenue like
3:08:52this is just to kind of so the sales rep
3:08:53know like where they're at.
3:08:55>> Okay.
3:08:55>> All right. This one
3:08:56>> hang on go back one
3:08:58>> just to save time
3:09:00>> pre-revenue 0 to 10k monthly revenue
3:09:04statistically most people that are
3:09:07making less than 10 grand a month are
3:09:09not going to buy a workshop.
3:09:11>> So what do you do then in terms of that?
3:09:13I don't think that I I think I only
3:09:15disqualify pre-revenue. Okay.
3:09:17>> Just based off feedback from the sales
3:09:19team, they pretty much never buy. So, I
3:09:21just don't let them take up time in the
3:09:23sales rep calendar. Okay.
3:09:24>> Generally speaking,
3:09:26>> cool. This question, now this is a
3:09:28really good one. I have a few examples
3:09:29of this. So, this is what I call our red
3:09:32flag test. Now, there's very little
3:09:34original thought in marketing. This is
3:09:37100% my [ __ ] idea. So, around what
3:09:41what's March now? Around like 15 months
3:09:43ago, I had a theory that I could predict
3:09:46someone's behavior based on their
3:09:48response to this question or just based
3:09:49on response to one question. The
3:09:51question was, "How do you typically
3:09:52approach learning and implementing
3:09:54something new for your business?" So,
3:09:56there's, "I enjoy figuring things out
3:09:57even if it takes trial and error. I like
3:09:59having a clear plan, but no adjustments
3:10:01might need to be made along the way."
3:10:02Then there's, "I prefer solutions that
3:10:04are straightforward and don't require
3:10:06much problem solving, and I feel
3:10:08frustrated if results don't come quickly
3:10:09and might move on to something else."
3:10:11translate all of that to what's in your
3:10:14head.
3:10:14>> So, what I was thinking was this is
3:10:17getting outside of marketing, but this
3:10:18is getting into like coaching and
3:10:20personal development. The way you do
3:10:21something is the way you do everything
3:10:22else. Let's say for example, okay, like
3:10:24our sales reps are a perfect example. I
3:10:26will only hire sales reps if they
3:10:28actively train a martial art because it
3:10:30means outside of work, they're
3:10:32disciplined, they work hard, their
3:10:34opinion of what hard work is is way
3:10:36higher than most people.
3:10:37>> And martial arts is essence a trial and
3:10:40error.
3:10:40>> Yeah. Right? And so if someone has this
3:10:43attitude to approaching something,
3:10:46learning something, learning something
3:10:47for their business, no [ __ ] they're
3:10:50going to be a problem. So all I did was
3:10:52for 3 months, everyone, it didn't matter
3:10:54what you selected, but everyone was
3:10:56allowed three. But for 3 months, I just
3:10:58measured it and internally in our CRM
3:11:00system, if they selected these bottom
3:11:03two, you added a little red flag emoji
3:11:05next to their name. And then me and Tim
3:11:08counted up everything. If someone
3:11:10selected these bottom two, they had half
3:11:12the show rate and half the close rate.
3:11:15>> Wow.
3:11:15>> Of someone that selected these two. And
3:11:17then
3:11:19>> I talked about this on the whiteboard
3:11:20before. Whenever someone complained in
3:11:22the program, 100% of the time that
3:11:24>> 100%
3:11:25>> like literally 100% of the time.
3:11:26>> It makes sense. That third point down uh
3:11:29the bottom there, I prefer solutions
3:11:30that are straightforward and don't
3:11:31require much problem solving. That's
3:11:33pretty much someone that wants it done
3:11:35for them. Y
3:11:36>> and then the bottom line is they chase
3:11:38something they want it turnkey instantly
3:11:41>> that and this is not for them pretty
3:11:43much.
3:11:44>> Yeah, exactly.
3:11:44>> And then also like just knowing the
3:11:46numbers like if they have half the show
3:11:47rate and half the close rate. Well,
3:11:49their general attitude towards life is I
3:11:52can't be [ __ ]
3:11:53>> So of course they're the kind of person
3:11:55that like requests an appointment and
3:11:57then the time rolls around. I forgot
3:11:59about you [ __ ] [ __ ] Anyway,
3:12:03but then so if someone selects these two
3:12:06now, it just won't let them book a call.
3:12:09>> Okay.
3:12:09>> So, we have people that email us and
3:12:11say, "Oh, I thought you worked with
3:12:12electricians." And I pull them up and
3:12:13they're just like selected this one. I'm
3:12:15like, "Yeah, we do work with
3:12:16electricians, just not you."
3:12:17>> And what do they say to that?
3:12:18>> They don't like it.
3:12:21>> But like, if they really really plead
3:12:23their case,
3:12:25>> we will consider letting them in.
3:12:27>> Nice.
3:12:27>> But like we have three one-star Google
3:12:29reviews. cuz they're often people that
3:12:30got pissed off. They weren't let in.
3:12:32>> How important is it to really have that
3:12:35authenticity with who you do and do not
3:12:38book?
3:12:39>> [ __ ] critical.
3:12:41>> Uh I wouldn't say critical, but like you
3:12:45you experience the impacts like
3:12:49>> months later. Like like we have a
3:12:51reputation for being [ __ ] hard to get
3:12:53into. And also, by the way, this wasn't
3:12:57intentional. Like we genu genuinely just
3:12:59want to make sure the people that get in
3:13:00get results. But then what happens is it
3:13:02kind of backfires cuz you get people
3:13:03that like we had someone like begging
3:13:06Brody. Oh, it was your mate. You
3:13:08referred someone in that was like 80%
3:13:10e-commerce or something like that.
3:13:13And then he was like, "N said I could do
3:13:15it. Like I'm qualified." And Brody's
3:13:17like, "I got to ask Brandon."
3:13:20>> Trying to remember who it was.
3:13:21>> I can't later. But anyway, now this is a
3:13:25B2B example, right? This is pretty
3:13:27specific to me. This won't necessarily
3:13:29work for everyone, but um I've done this
3:13:31for industry set as well. So the thought
3:13:33process for I'll call this the red flag
3:13:36test is we want to think out what are
3:13:38the mindsets and behaviors of people
3:13:42that don't show up to calls, don't take
3:13:44action, and also just don't [ __ ] do
3:13:46anything in the program.
3:13:47>> And then just trick them into answering
3:13:49the questions the way they normally
3:13:50would disqualify themselves.
3:13:52>> Yep. And so industry sets one. We talked
3:13:54to the sales team and I said, "Hey, like
3:13:56who are the people that don't buy?" And
3:13:57they basically said, "It's people that
3:13:59were convinced they already make the
3:14:01most incredible music on earth and they
3:14:03just need to be signed to a [ __ ]
3:14:05label. They don't need help." And so our
3:14:07red flag test for industry set was which
3:14:10best describes where you're at in your
3:14:11music journey right now. A and B were
3:14:14variations of like I I'm good. Like I'm
3:14:18always looking to improve. And C and D
3:14:20were like, "I'm already good. just put
3:14:21me on main stage in Tomorrowland,
3:14:24right? It's not going to work.
3:14:26>> Cool. Uh that one website. I always like
3:14:29getting someone's website rather than
3:14:32like what do you do like plumber or
3:14:34something like that cuz you can work out
3:14:35from the website what they do?
3:14:37>> And you can also um test their wallet
3:14:40because if they haven't put effort into
3:14:42making a website, what are the chances
3:14:43they're going to put in?
3:14:44>> Yeah. Exactly. So, like another um it's
3:14:46not a red flag automation, but if
3:14:48someone puts like their Instagram bio or
3:14:50like a link tree,
3:14:51>> that happens all the time.
3:14:52>> Yeah. Yeah. And then it goes name,
3:14:54email, contact number.
3:14:56>> What happens if they put the Instagram
3:14:57in there?
3:14:58>> Um it will still let them book, but we
3:15:00might manually delete them. You can also
3:15:02do like conditional logic and stuff like
3:15:04that. One mistake most I see a lot of
3:15:06people make with their application forms
3:15:08is they get way too trigger happy with
3:15:11disqualifications from day one. Um, and
3:15:13what you want to avoid is creating a
3:15:16problem by trying to solve a problem
3:15:19that does not exist yet.
3:15:22>> What I mean by that is you'll go, "Oh, I
3:15:24reckon I'm going to have a problem with
3:15:26this kind of lead." And then you put all
3:15:28these like disqualifications in place
3:15:29and it stops potentially qualified
3:15:32people from coming in.
3:15:33>> Again, back to the split testing of
3:15:34that. How many in a row in a in a
3:15:37specific amount of time would you go,
3:15:38"Okay, that's actually a problem. I need
3:15:40to rectify it." probably like a
3:15:42financial quarter to be honest.
3:15:43>> Okay, so financial quarter and let's say
3:15:45you get five 10
3:15:48>> um enough well you do the math, right?
3:15:51So you'd have to do the math and go okay
3:15:53so for example like the red flag test
3:15:55like I measured that we they had half
3:15:57the show rate and half the close rate of
3:15:59non- red flag leads. So I just did the
3:16:00math and I'm like all right so they're
3:16:01[ __ ] 75% less likely to buy. That's
3:16:04pretty significant.
3:16:04>> Yeah. Yeah.
3:16:05>> Yeah. You just do math at the end of the
3:16:06day.
3:16:07>> 100%. Um, another thing worth pointing
3:16:09out with um, application forms as well
3:16:12is and we spoke about this on the
3:16:14whiteboard is drop offs at different
3:16:16slides. So if you have a conversion rate
3:16:19issue,
3:16:20>> is there a way to measure that?
3:16:21>> Yeah. So you got to analys most landing
3:16:23page builders have this like tight form
3:16:24has this as well. Higher level has it
3:16:27with their surveys. You'll be able to
3:16:29see conversion rates slide by slide.
3:16:31>> Wow.
3:16:32>> So you can see here
3:16:33>> like 4% 3% like what's the drop off
3:16:36rate? So then I can look at like, well,
3:16:37what's slide six? Because 27% of people
3:16:40are dropping off. It's the website,
3:16:42>> right? So people has gone easy multi-
3:16:44choice, easy multi- choice, easy multi-
3:16:46choice, easy multi- choice. I got to
3:16:48type [ __ ] now. Or maybe I don't have a
3:16:50website. I can't be [ __ ]
3:16:51>> Yeah. Well, that that that it's a good
3:16:53thing cuz if they don't have a website.
3:16:55>> Yeah. Exactly.
3:16:56>> And then there's like a little bit of
3:16:58drop off. A little bit of drop off. A
3:16:59little bit of drop off. Right.
3:17:00>> Yeah. So that's pretty consistent. Now
3:17:01when you see that outlier, you have to
3:17:05kind of ask yourself,
3:17:06>> do I need this question?
3:17:07>> Yeah.
3:17:08>> But also for you in this case for the
3:17:10website or any service based business
3:17:12that is looking to work B2B.
3:17:15>> Mhm.
3:17:16>> That is something that's still
3:17:18important, right?
3:17:19>> Yeah. I mean, I also have your website.
3:17:21If you don't have one, that's fine. Just
3:17:23link us something we can take a look at.
3:17:24>> And if they still don't put that in,
3:17:26then
3:17:26>> they didn't [ __ ] want in the first
3:17:28place. They just thought it was some
3:17:29kind of free quiz or something like
3:17:30that. Now, with your AB testing, your
3:17:32red flag uh experiments, and your
3:17:34realization that uh you're not here for
3:17:37everybody, and you purposely will not
3:17:39take everyone on.
3:17:41>> Why do agencies mostly take everyone and
3:17:44anyone?
3:17:45>> Just so they can [ __ ] make money.
3:17:47>> Their office sucks.
3:17:48>> Well, you're making more money than
3:17:50them.
3:17:51>> I know, right? They're just like like
3:17:53agencies can work to be clear. They can.
3:17:56It's just the instances where they do
3:17:58are like very far and few in between.
3:17:59Like I think if an agency is like
3:18:02specialized on like one specific
3:18:04industry, I think it it can in most
3:18:07instances some instances work
3:18:09>> or one specific niche of marketing.
3:18:12>> Yeah. Yeah. Like where like just this
3:18:14style of marketing, right, for like just
3:18:16like online fitness coaches, right? And
3:18:18they've worked out the economics or
3:18:20something like that.
3:18:20>> Cuz you're technically an agency, but
3:18:22you just do with you model.
3:18:24>> Yeah. Correct.
3:18:24>> And it's just ads. That's it. You don't
3:18:28like obviously there's a landing page,
3:18:30but that's part of the process. If you
3:18:32don't have a proper landing page, but
3:18:34you you've given them ads.
3:18:35>> Yeah.
3:18:36>> Well, where are the leads going to go?
3:18:37>> Exactly. I was actually trying to I
3:18:39won't say her name, but I was trying to
3:18:40poach someone uh from her agency cuz
3:18:43she's really really good. And I was
3:18:46like, can I just offer you more [ __ ]
3:18:47money? And she's like, yeah, like she
3:18:50honestly her and I'm not going to say
3:18:51the agency either or her name. I don't
3:18:54want to get in trouble. But um she was
3:18:56like, "Yeah, I'm getting really sick of
3:18:57like not having control of the landing
3:18:59page or the ner sequences."
3:19:00>> Yeah. Cuz it cuz it um takes away her
3:19:04close rate.
3:19:05>> Yeah. Because it's like it's oneird of
3:19:06the formula. You got clicks,
3:19:07conversions, and close.
3:19:08>> Yeah. So why why do um these other
3:19:12agencies not have that connection with
3:19:15the entire process?
3:19:16>> So [ __ ] [ __ ]
3:19:19>> That's it. That is the answer.
3:19:21>> All right. So once they do that second
3:19:24uh that first step, sorry, it will then
3:19:25take them to a booking page if they say
3:19:27the right answers. If they say the wrong
3:19:28answers, it will then take them to a
3:19:30disqualified page and not send
3:19:32conversion data to um our ad account.
3:19:35>> Now I noticed Yeah, I noticed that you
3:19:37got the the bar there, the progress bar.
3:19:40>> Y
3:19:40>> does that matter?
3:19:41>> Couple things. We're optimizing for the
3:19:43scheduling. So we don't want them to
3:19:46think that they are done. For example,
3:19:48there's there's nothing else on this
3:19:49landing page. There's like no
3:19:52testimonials, there's nothing else. It's
3:19:53very clear like, "Oh, I haven't finished
3:19:55yet." So, this says almost done. What
3:19:57you want to avoid is any language that
3:19:59closes the loop in their head. For
3:20:02example, congratulations, well done, or
3:20:05thank you. Don't put that there.
3:20:07>> Okay?
3:20:07>> You say last step, right? Book your
3:20:10traffic discovery session to speedrun
3:20:12your business growth. I've also, this is
3:20:14pretty specific to us, but I've just got
3:20:16no, we only allow bookings up to 5 days
3:20:17out. calendars fill up incredibly
3:20:19quickly from the sheer volume of
3:20:20applications. If you can't find a time,
3:20:22check back tomorrow when more spots
3:20:23should open up. Something like that.
3:20:25>> Yeah.
3:20:25>> Right. Because you can see it's Monday
3:20:27right now. Monday and Tuesday are
3:20:28already booked out.
3:20:30>> And you don't have more um slots
3:20:33available beyond the 4th of April. Why
3:20:36is that?
3:20:36>> Yeah. So, the further someone the
3:20:38further out someone books, the less
3:20:40likely they are to show. So, generally
3:20:42speaking, we want them booking sooner.
3:20:43However, there is an exception to that.
3:20:45Tim, our head of sales, measured this.
3:20:47If someone booked same day, that was an
3:20:50issue because I'm going to go through
3:20:52our nurtures in a bit, but there's a
3:20:54bunch of content we want to send them
3:20:56that we do send them to warm them up
3:20:58before the call. And so if they book,
3:21:01let's Okay, it's 9:00 a.m. Now, if
3:21:04someone books for 12:00 p.m. today in 3
3:21:06hours time, they will not have enough
3:21:08time to consume all this information.
3:21:09And then they'll get to the call and be
3:21:11like, "So, what do you guys do?" And
3:21:12they'll be like, "It was it wasn't in
3:21:14the emails you were sending because you
3:21:15didn't have time to [ __ ] listen."
3:21:16>> Yeah. You got to nurture them first.
3:21:17>> So, generally speaking, we don't want
3:21:19them to be able to book same day. We
3:21:21like the next day.
3:21:23>> So, you're assignment selling.
3:21:25>> Yeah. I'll go through our nurtures.
3:21:26Like, there's there's certain things we
3:21:27want them to consume.
3:21:29>> But same same thing. I don't want them
3:21:31booking for the [ __ ] 29th of April
3:21:33>> cuz they'll forget by then something
3:21:35else will come up.
3:21:35>> Yeah. Something else will come up. We've
3:21:37found like 5 days is kind of the sweet
3:21:39spot. Uh Freddy, who's in that room
3:21:41there, he wants to start taking calls on
3:21:43Saturday. Generally speaking, in our
3:21:45experience for B2B, the Saturday leads
3:21:48have like worst show rate, worst close
3:21:49rate, worst quality.
3:21:51>> Yeah. Okay. Yeah.
3:21:52>> So, weekends are no good. Too far out's
3:21:54no good. And too soon is no good,
3:21:56generally 5 days. What if I have a fear
3:21:58of missing out?
3:21:59>> So, for example,
3:22:01uh if someone's not able to book this
3:22:04week, but they're genuinely wanting to
3:22:06book next week.
3:22:07>> Yeah.
3:22:07>> Uh I have a fear of missing out that
3:22:09they'll forget and I'll miss a quality
3:22:12lead. usually will just be like um well
3:22:14usually those people they'll just reach
3:22:16out to you and say hey I can't find a
3:22:18time.
3:22:18>> Yeah.
3:22:19>> Yeah.
3:22:19>> Yeah. And do you make that possibility
3:22:21because you said some people that
3:22:23disqualify themselves they still are
3:22:25able to reach out?
3:22:26>> Yeah. They'll still like they'll still
3:22:28like email and stuff cuz we'll have I
3:22:30got one last night like some lady
3:22:31emailed and said hey um it said I wasn't
3:22:34a good fit. I'm really keen though. Uh,
3:22:36and she was really polite. So I said,
3:22:38"Hey, just so you know, it was cuz you
3:22:40selected this." Um, which in our eyes is
3:22:43like a red flag. It's not a total ban,
3:22:45but here, have a chat with Courtney.
3:22:47We'll make sure it's like actually a
3:22:48good fit.
3:22:49>> Yeah. Nice. Yeah. Cool.
3:22:50>> All right. And then the booking widget
3:22:52itself is pretty simple. It's just name,
3:22:54email, blah blah blah, all that stuff.
3:22:56Now, on the thank you page, a lot of
3:22:58people skip out of the thank you page as
3:23:00well. So, I added one thing to our thank
3:23:05you page. It bumped us from 60% to 75%.
3:23:10All it was was this message here. That's
3:23:12all I added. So, what it says is heads
3:23:14up before the call. As you probably
3:23:16would have experienced yourself in your
3:23:17own business, the most annoying
3:23:19customers you have were also the worst
3:23:21leads to deal with. If you're annoying
3:23:23during your application process with us
3:23:25either before the call or on it, we'll
3:23:27just delete your application and so we
3:23:28don't have to deal with you as a
3:23:29customer. Past behavior is a very good
3:23:31predictor of future behavior. We like
3:23:33helping business owners. That's why
3:23:34we've worked with so many good ones, but
3:23:35like you probably do also, we have a no
3:23:37dicks policy. Now, there's a very
3:23:41specific order to this message. Now, I
3:23:44don't say don't no show to the call or
3:23:47we're going to cancel your future
3:23:49bookings because one, it's aimed
3:23:52language at the person so they feel like
3:23:54they're being attacked and two, it's
3:23:55selfish to you. So, if you think about
3:23:58what I'm what's going through their head
3:24:00as they're reading this, firstly, I
3:24:02point at an anonymous group of people
3:24:04that is not this person, I get them to
3:24:07agree that they do not like this group
3:24:08of people. So, in their instances, hey,
3:24:10you've had customers in the past that
3:24:12were like annoying, weren't they? And
3:24:13didn't you also notice they were
3:24:14annoying during the sales process? You
3:24:16go, yeah, I agree to that. And then we
3:24:18say, yeah, like if you're annoying
3:24:20during our sales process, we won't let
3:24:22you in as a customer, right? Or during
3:24:24the we'll just delete your booking. and
3:24:25they go, "Oh, yeah, that makes sense."
3:24:27And then they have to align themselves
3:24:28with that identity which they agreed to,
3:24:30which is I'm not this group of annoying
3:24:32people that I do not like. Right? I will
3:24:34not be a [ __ ] Because we got them
3:24:36to agree to that identity first
3:24:39>> and then the call to action is, hey,
3:24:41don't be a [ __ ]
3:24:42>> Yeah.
3:24:42>> So that makes sense, right?
3:24:43>> Yeah. That's good.
3:24:44>> Now, something else.
3:24:46>> Yeah. So, I put this on. So, this is
3:24:48another example of meeting the customer
3:24:51where they're at. So, I do this in the
3:24:53workshops selfishly all the time.
3:24:55Usually the morning of day two when
3:24:56everyone's like setting up like 15
3:24:58minutes before we really get started,
3:25:00I'll ask people like, "Hey, like what
3:25:02was going through your head when you
3:25:03were going through our sales process?"
3:25:05Just and then I'll just start adding
3:25:06[ __ ] to our marketing based off that.
3:25:08And so about a year ago, people were
3:25:10saying, "Yeah, like I saw all the
3:25:11testimonials, but I was like thinking
3:25:13like how bad could this really be? Like
3:25:15how bad can you [ __ ] me on this deal,
3:25:16Brad?" M and so I did a loom where I
3:25:19went through all of our worst reviews
3:25:20from our internal workshops like the
3:25:22survey that that we send out at the end
3:25:24of day two and I went through people
3:25:25like this person gave us a four out of
3:25:2710 like what did they have to say and
3:25:29it's like it's not like Brandon's a scam
3:25:31artist. It was like, "Yeah, I'm just not
3:25:32very good with [ __ ] computers." And
3:25:35there's like, "Look, these people gave
3:25:36us a five, but it's like, yeah, I kind
3:25:37of struggle with the Wi-Fi or something
3:25:38like that, right?" Oh, these are those
3:25:40breakout videos that I was talking
3:25:41about. So, like the most common
3:25:43questions we get like, "What's covered
3:25:44in the two days? How much support will I
3:25:46get? How much time will I take?" Those
3:25:47are the three.
3:25:48>> Excellent. And three is a good number.
3:25:50>> Yep. Some people have more, some people
3:25:51have less. But
3:25:52>> is this to to provide um a quick like to
3:25:56avoid buyers remorse as well? This page
3:25:58>> that too. I mean, like what we're trying
3:26:00to do on this page is address
3:26:02skepticisms up front.
3:26:04>> Y
3:26:04>> because remember, like when there's a
3:26:06lack of information, they'll just make
3:26:08up a story in their head and agree with
3:26:09it.
3:26:09>> So, for example, like they're probably
3:26:11already thinking, do I have [ __ ] time
3:26:12for this? And then I have a video says
3:26:14like how much time will it take?
3:26:15>> Or like I bet there's one call on a
3:26:18Friday and I'm like, no, there's like 40
3:26:21like every week. There's more now. Yeah.
3:26:23>> Right. Any questions about this page?
3:26:25>> No. Can you go down to the bottom or
3:26:26just
3:26:27>> Yeah. Everything else is
3:26:28>> Oh, it's the same. Cool.
3:26:29>> Yeah.
3:26:30>> So, it's pretty much a duplicate except
3:26:32the top is there. Now, do they get this
3:26:34immediately after they've booked a call
3:26:35and it loads up or do they get a link in
3:26:37an email?
3:26:37>> No, it just goes directly to here says,
3:26:39"Well done, you're booked in."
3:26:40>> Great.
3:26:41>> Yep. Oh, one more thing that I'll point
3:26:43out before we go to the nurture
3:26:44sequences is says like, "Watch the video
3:26:46below to see how we get results like the
3:26:47ones you can see further down the page."
3:26:49What we want to do is we always want to
3:26:51position our language unselfishly so
3:26:53it's a benefit to them. So I don't say
3:26:56watch the video below before the call.
3:26:58It's watch the video below to see how we
3:27:00get results like the ones you can see it
3:27:01down the further down the page.
3:27:03>> Love that.
3:27:03>> Yeah.
3:27:03>> Now all of the members in our with you
3:27:05program get access to our best
3:27:06performing landing page templates. What
3:27:08this prevents you needing to do is like
3:27:10start your landing page from scratch.
3:27:12Drag and drop pre-built sections in.
3:27:14Basically all you're doing is like you
3:27:15know those like coloring in with numbers
3:27:16books where it's like one is red, two is
3:27:18blue, three is green, all this stuff.
3:27:20You just fill in your landing page
3:27:22templates. So most people can build
3:27:23their landing page templates in like an
3:27:25hour or two rather than having to start
3:27:26from scratch and taking a couple of
3:27:27weeks. If you want to start your
3:27:29application for the with you program,
3:27:30there'll be a link in the description.
3:27:31Now that we've got the landing page walk
3:27:33through, I'll walk you through what our
3:27:34nurturers do so you can get an idea for
3:27:36when we start making yours. So the first
3:27:39one that they get is as soon as they
3:27:41start their application, regardless if
3:27:42they book a call or not, I know that the
3:27:45first thing that they're thinking is
3:27:46like, will this work for my specific
3:27:48industry? So, we send them testimonials
3:27:51based on what industry that they're in.
3:27:53So, if they're in the education and
3:27:55coaching space, there's just conditions
3:27:56here. It sends them a bunch of education
3:28:00and coaching testimonials, right? If
3:28:02they're in the home services space, it
3:28:04sends them a bunch of home services
3:28:05testimonials. If they're in media and
3:28:07marketing, it sends them the most
3:28:08relevant one. That make sense?
3:28:09>> Yep.
3:28:10>> Cool. Then we have the call booking.
3:28:12Now, what most people get wrong with
3:28:15their booking reminders is they just use
3:28:17the default [ __ ] calendarly
3:28:20testimonials, right? Which is, sorry,
3:28:23default calendarly reminders, which is
3:28:24like your call is booked for Thursday at
3:28:2611:00 a.m. Like, don't forget to come.
3:28:28Like, it's selfish. It's not exciting.
3:28:30It doesn't provide any value. And so,
3:28:32what we want to do is we want to change
3:28:34the language of our confirmations. So
3:28:37they've booked the call because they are
3:28:39to a degree excited about the idea of
3:28:43what you do. And so our goal of the
3:28:45nurture sequences is to at a bare
3:28:49minimum maintain their levels of
3:28:51excitement but ideally increase it so
3:28:54that by the time they get to the call,
3:28:55like if you talk to my sales reps,
3:28:57they're like, "Yeah, most of our leads
3:28:58are like they're already ready to buy
3:29:00because they've already discovered every
3:29:02piece of information that they otherwise
3:29:04would have had to wait for a sales call.
3:29:06Right. And the other thing you had to
3:29:07consider as well is they booked the call
3:29:10because they want information. However,
3:29:12they might not get that information for
3:29:14a couple of days and they will either go
3:29:17into like research mode, find like not
3:29:20be able to find it, find the incorrect
3:29:21stuff. And so we just want to lower
3:29:23physical and psychological resistance
3:29:25for them getting information by just
3:29:26sending it to them. So when someone
3:29:28books a call with us, this is our entire
3:29:30[ __ ] workflow. And this is templated
3:29:33for your students in your with you
3:29:35program.
3:29:35>> Yeah. It's got like the one day
3:29:37reminder, two-day reminder and stuff
3:29:38like that. The the actual obviously the
3:29:41contents is going to be different.
3:29:42>> Oh, it has to be cuz it's an industry
3:29:44thing. Yeah.
3:29:44>> Yeah. So, first thing that happens is if
3:29:46they book an appointment, it checks like
3:29:49did we accidentally let through someone
3:29:51from like a red flag or an industry that
3:29:53we don't like working with? If we did,
3:29:55it just [ __ ] sends them to a wait
3:29:57list. It says unlucky. Right now, if
3:30:01they are qualified, the first thing that
3:30:03it does is it sends data to our pixel
3:30:05and says, "Hey, a schedule happened."
3:30:07Now, it doesn't happen when they're in
3:30:09the wrong industry cuz like we said
3:30:10before with pixel conditioning. We don't
3:30:12want the ad account to think that it did
3:30:13its job when it sent a bad lead to our
3:30:16calendars, right? Then it will remove
3:30:18the prospect from a previous workflow
3:30:20which was trying to get them to book in.
3:30:22It will confirm the appointment. It will
3:30:24remove them from some other workflows.
3:30:26It will wait one minute, move them in
3:30:29the to the correct stage of the
3:30:32pipeline. It will add them to this
3:30:34hammer them strategy that I learned from
3:30:36Jeremy Haynes. So, I'll show you that in
3:30:38a moment, but basically all the pieces
3:30:40of information I want to know, I just
3:30:42[ __ ] send them to them all in like
3:30:43one day between like four different
3:30:44emails.
3:30:45>> What if they come back to you and say,
3:30:47"I'm getting overwhelmed with emails.
3:30:48This is not what
3:30:49>> That's actually another red flag. We
3:30:51don't let them in either."
3:30:52>> Why is that? because if they they should
3:30:54have booked a call because they want
3:30:57information. Most people appreciate it.
3:30:59They're like, "Yeah, like this is
3:31:00everything that I wanted to know." The
3:31:02people that complain about some emails
3:31:04in their inbox are [ __ ] cowards that
3:31:08like literally they're complaining about
3:31:10like email. You sent too many emails.
3:31:12Great. Well, what we actually say is,
3:31:14"Hey, look, if you don't like this level
3:31:15of communication, you're going to hate
3:31:16being in the program because we had to
3:31:18communicate with you a lot. I think it's
3:31:19best if you just pass on this one. We're
3:31:21good to pass on this one, too. We don't
3:31:22let them in because if they literally
3:31:24complain about some emails, it's like,
3:31:27what kind of person is that? It's just
3:31:28>> Yeah. You're sending them information
3:31:29that's valuable.
3:31:30>> Yeah. Yeah. So, like we have so many
3:31:32call recordings. We save them. By the
3:31:34way, if you ever like done a sales call
3:31:35and you're a [ __ ] just know that
3:31:37like the recording went in the sales
3:31:38team Slack channel. They'll be like,
3:31:41we had this one lady that got on a call
3:31:44with Tiffany or it might have been Tim.
3:31:46And I think they've both had situations
3:31:47like this where they're like, "Hey, I
3:31:49just got some feedback for you." Like
3:31:51there were too many emails and then um
3:31:53you're like, "Yep, whatever." And like,
3:31:55"All right, cool. So, like, are you
3:31:56going to tell us about like what the
3:31:57program is and how it works?" Like,
3:31:59"Yeah, those were in the emails.
3:32:03[ __ ] retards."
3:32:06Now, the confirmation SMS, there's a
3:32:08couple very subtle changes in language
3:32:12that I'm going to point out. So firstly,
3:32:14hey Sev, Brandon here. Can you hit me
3:32:17back with a yes to confirm your traffic
3:32:19discovery session from the day and the
3:32:22time? Now, one of the key things with
3:32:23your nurture sequences is you want to to
3:32:26the best of your ability get them to
3:32:28reply. Now, when they reply yes, it's
3:32:31very a very similar kind of influence
3:32:33and persuasion tactic that we used on
3:32:36the thank you page. So, we got them to
3:32:37on the thank you page, we got them to
3:32:39agree to the identity that they like
3:32:41showing to calls. We're again repeating
3:32:43this by getting them to write out, "Yes,
3:32:46I'm going to show." Now, it doesn't work
3:32:47100% of the time. This isn't like a 100%
3:32:50solid rule, but because they've said,
3:32:52"Yes, I'm coming." They are slightly
3:32:55ever so slightly more likely to come
3:32:57than if they had not said yes because
3:32:59they've verbally, well, they've in a
3:33:01written form said yes.
3:33:02>> They don't want to be a hypocrite.
3:33:04>> Exactly. Right. So, it's like identity
3:33:06consistency. I think that was from
3:33:08Robert Calini's book. Then a minute
3:33:10later, what it will say is, "By the way,
3:33:13what'll really help you?" So again, we
3:33:16changed the language from, "Hey, watch
3:33:19this video before the call," which is
3:33:20selfish to us. We position as helpful to
3:33:22them. "By the way, what'll really help
3:33:24you is giving this a watch before our
3:33:26sesh, just chuck it on during a lunch or
3:33:28something. Gives you a solid outline of
3:33:30how we help business owners generate
3:33:31more leads easier and faster without an
3:33:34agency. Also saves you time the call
3:33:36asking, "So, what do you guys actually
3:33:38do?" because this video explains it all.
3:33:40It takes on the thank you page. Hit me
3:33:42back here if you need. PS, just hit me
3:33:44back with a thumbs up emoji or something
3:33:45once you've watched it so I know you're
3:33:47all good. Another example of trying to
3:33:48get them to reply.
3:33:50>> What if they don't reply? Yes,
3:33:51>> we just [ __ ] delete them.
3:33:53>> So, does it uh does that void them
3:33:55manually or do you do you just go
3:33:57through
3:33:58>> sales team will just man monitor the
3:34:00leads? So, if someone's pretty active, I
3:34:02like swear this guy's on. But if someone
3:34:04is like not replying, they haven't said
3:34:06yes, they haven't done anything, we'll
3:34:07probably delete them and just make room
3:34:09for someone that will
3:34:11>> because statistically
3:34:12>> Yeah, the statistically they're just
3:34:13less likely to [ __ ] show. They're
3:34:14less likely to rock up or if they do
3:34:16rock up, they're like, "All right, so
3:34:17what do you guys do?" I can't. It was in
3:34:19the video,
3:34:21>> right?
3:34:22>> The email. So you're booked in before
3:34:24the call. Similar, but obviously an
3:34:26email. So it's longer. So here's one
3:34:29thing I'd like you to do beforehand. If
3:34:30you haven't already watched the with you
3:34:31over video before, it'll explain a lot
3:34:33of the nuts and bolts of how we do.
3:34:35We'll give you a chance to jot down some
3:34:37questions so we can go through together.
3:34:39Most people just chop pop it on during
3:34:40lunch or something. Saves you time
3:34:43asking on the call. So, what do you
3:34:44actually do?
3:34:46>> So, and that's an email.
3:34:47>> Yeah, this is an email.
3:34:48>> Now, I've gone through this so many
3:34:51times and people still ask me questions
3:34:55that I've answered on either the landing
3:34:57page or in the video. Uh obviously I am
3:35:01monitoring that now on the uh in the
3:35:04sales process in the nurture sequence
3:35:07>> uh before the sales call happens.
3:35:09>> Uh with people that are watching this,
3:35:13what would you tell them if they're
3:35:14early in their early days, they don't
3:35:16have a an option of choice?
3:35:19>> What do you mean?
3:35:20>> Uh they don't have like the uh like
3:35:22they're looking for leads. They want to
3:35:24get anyone in at the moment. M
3:35:26>> um
3:35:26>> well yeah you start a little bit wider
3:35:28and then you can narrow things down. So
3:35:31start with like an open net, get really
3:35:33clear on like what are the behaviors
3:35:35that your ideal prospects have and then
3:35:36you can get narrow. Like we've gotten
3:35:39pretty narrow on our marketing who we
3:35:40even [ __ ] let in.
3:35:42>> So based on what I know from you and how
3:35:44you operate, you're essentially figuring
3:35:47out what you do and don't like if you
3:35:50don't know that yet. And by the time you
3:35:52get to the sales call, you're trying to
3:35:54divorce them on the first date.
3:35:56>> Yeah. You you want to So like setting
3:35:58expectations is like pretty much all of
3:36:00life. You're just trying to like manage
3:36:02people's expectations, right? And so I
3:36:04think I told the story in the
3:36:05whiteboard. So like when me and Tanisha
3:36:07first started dating, we just had a
3:36:082-year anniversary like last month or
3:36:09something like that. Me and Tim did an
3:36:11after action report for my last
3:36:12relationship. We're like, "All right,
3:36:14that didn't go [ __ ] great. What would
3:36:17we do differently next time?" And I was
3:36:18like, well, I'd probably just try and
3:36:20break up with him earlier, like rather
3:36:22than finding out like 9 or 12 months
3:36:24later that this is this ain't it.
3:36:25>> Or in this case, you'd rather find that
3:36:28out now before
3:36:30starts and they're going to complain.
3:36:32>> Yeah. I want to find out if you're a
3:36:33[ __ ] psycho now in the email nurture
3:36:36sequences and on the sales call, not
3:36:38when you're 4 months in the program
3:36:39asking for a refund because you didn't
3:36:40do what I [ __ ] told you to do.
3:36:42>> Right. And so on minus Tanisha's first
3:36:44date, we like met her at a bar and I was
3:36:48like, "Hey, we didn't even order drinks
3:36:50yet." I was like, "Hey, so we're going
3:36:50to try and break up with each other
3:36:52tonight. I'm going to tell you all the
3:36:52worst things about me. I hope you expect
3:36:54you to do the same for yourself. If we
3:36:57find out that like we're not a good fit,
3:36:58we can still stay friends. I just rather
3:37:00find out tonight rather than like 6
3:37:01months time. I'm sure you'd agree you
3:37:03you'd like the same for me." Does that
3:37:04sound fair enough?
3:37:06>> It's like sales.
3:37:07>> Yeah.
3:37:08>> She was like, "Yeah, that sounds good."
3:37:09And so like in these nurture sequences,
3:37:11we're like setting expectations. So like
3:37:13the first one honestly is like you get
3:37:15so many [ __ ] emails from us. So if
3:37:17someone complains about communication,
3:37:19then great, don't join the [ __ ]
3:37:21program cuz there's like 50 calls a week
3:37:23you can come to. We're going to
3:37:24overcommunicate with you, right? So if
3:37:26they're complaining about that, that's a
3:37:27red flag. Let's just not let them in. If
3:37:28they say they're a real estate agent,
3:37:30you're probably a fogg just from the
3:37:31get- go. So, I don't think you should be
3:37:32allowed into any programs at all because
3:37:34you don't think advertising works and
3:37:35you keep putting [ __ ] billboards on
3:37:37the back of buses cuz you think it's
3:37:38going to work for you. Smooth brain.
3:37:40Yeah. I can if I had $800, I get my
3:37:42[ __ ] real estate agents license as
3:37:44well. Vlog.
3:37:46Yeah. Now, back to the confirmation
3:37:48email. So, what we want to do is they've
3:37:50booked the call. Now, they're thinking
3:37:52again, we're gonna meet them where
3:37:53they're at. They're thinking, "What's
3:37:54this call? Is it just going to be a
3:37:55sales pitch? Like, what's in it for me?"
3:37:57Right? They're always asking, "What's in
3:37:59it for me?"
3:38:00And so I've got here's what's on the
3:38:02agenda. If you couldn't tell from our
3:38:03ads, we're super laid-back. No pushy
3:38:05sales tact tactics. This is just a chat
3:38:07to see if there's an opportunity to help
3:38:09you. I'll ask some questions before a
3:38:11current situation. And then this is
3:38:13another example of like giving them
3:38:14homework without calling it homework cuz
3:38:16when I say homework, you don't like
3:38:18that, right? So think of some big goals
3:38:20you want to hit and then bring them to
3:38:22us. So at least I'm getting to think
3:38:23about that. Hit me with any and all
3:38:25questions you have along the way. If
3:38:27it's an absolute no-brainer, we can get
3:38:28started then and there if you really
3:38:30want to. We notoriously like getting
3:38:32quick runs in the board for our members.
3:38:34If you need to chill or talk to someone,
3:38:36all good. Bring anyone. Oh, this is
3:38:38another big one, especially in B2B cuz
3:38:40people will say um like, "Yeah, this
3:38:42sounds good. I got to go talk to my
3:38:44business partner or something like
3:38:44that." So, we've got in an ideal world,
3:38:46try and bring uh anyone else involved in
3:38:49the business to the call. Saves you time
3:38:51later playing Messenger hour between you
3:38:53and them, right? So it's not like hey
3:38:56like just so I can like sell both of you
3:38:59both of you come to the call. It says
3:39:00yeah it just saves you getting your
3:39:01messenger.
3:39:02>> Yeah I I did the same thing u in my
3:39:03wedding photography business. I'd have
3:39:05the the couple in the call now if they
3:39:08don't join the call.
3:39:10>> Mhm.
3:39:11>> And cuz this happens a lot
3:39:13>> if how do you get to know them early
3:39:16enough to go hey um are you the main
3:39:19decision maker in this and do you have
3:39:21anyone else to ask? It depends. Like I
3:39:24we don't have like a hard and fast rule
3:39:26that if the decision maker isn't there,
3:39:27we will just um end the call or
3:39:30reschedule it. Sometimes we'll do the
3:39:32call and just schedule a time either
3:39:34later that day or the next day to get
3:39:36both people on
3:39:37>> respectfully. They need to ask their
3:39:39wife or let their wife know or ask their
3:39:41husband, whatever you say.
3:39:43>> Usually it'll be something like yeah
3:39:44like when are you going to be able to
3:39:45chat with them? Is that today or
3:39:46tomorrow?
3:39:47>> And you give that multi choice like
3:39:48today or tomorrow? Because if you leave
3:39:51open-ended and like when are you going
3:39:52to chat with them? So, oh, probably next
3:39:53week. It's like [ __ ] right? So, if you
3:39:56go you you slide them from curious to
3:39:59committed. So, it be like all right,
3:40:00cool. Like, easy. You going to be able
3:40:01to like chat with them today or
3:40:02tomorrow? Oh, probably when they get
3:40:03home tonight. Okay, cool. So, like you
3:40:05probably have some follow-up questions
3:40:06in the morning. Yeah, probably. All
3:40:07right, cool. Does it make sense for us
3:40:09all to hop on just for 5 minutes like
3:40:109:00 a.m. tomorrow
3:40:12>> or like or tomorrow? Like, yeah, that
3:40:13makes sense. Like, cool. Do you want to
3:40:14do morning or afternoon? 3 or 4. And
3:40:16then you send the calendar invite. Yep.
3:40:18And then what I also do, I haven't done
3:40:20sales in a while just to be completely
3:40:21clear, but what I was doing was you you
3:40:24can temperature check them as well. So
3:40:27we'll send them the Google calendar
3:40:29invite and say um hey like is there a
3:40:33calendar invite yeah there? And they
3:40:35like yep got it there. Yeah, just hit
3:40:36going on that just so like it's in your
3:40:38calendar. It's blocked out in mine as
3:40:39well. If they don't click going then
3:40:41that's a red flag.
3:40:43Another thing you can do is if they ask
3:40:45for like information, you can lower
3:40:48physical and psychological resistance
3:40:49for them getting that information as
3:40:51well. Cuz usually what you do is when
3:40:52they ask for information, what do you
3:40:53do? You will send them an email, right?
3:40:55>> Yeah, send them an email.
3:40:55>> What I do is I just send them the links
3:40:57on Zoom so that when they um close the
3:41:01tab, it's right there in front of them.
3:41:02Actually, this happened with um who you
3:41:04referred to me um who's um Awake Tours
3:41:06again.
3:41:07>> Oh, Anita.
3:41:07>> Anita. Yeah.
3:41:10She spoke to you and then booked
3:41:13directly with me and then because she
3:41:15hadn't gone for sequences,
3:41:18yeah, that's fair enough. I was like,
3:41:20um, I just sent her a link on Zoom to
3:41:22our landing page. I was like, yeah, give
3:41:23this a watch and then open another tab,
3:41:25just Google where you Perth Google
3:41:26reviews and then I was like, yeah, just
3:41:28go all the information is there. And
3:41:30then like 15 minutes later, she text me
3:41:31saying, "Yeah, I'm ready to go."
3:41:32>> And she became a student.
3:41:34>> Yeah.
3:41:34>> Amazing. And how's her business going
3:41:36now?
3:41:36>> Terrific.
3:41:38It was already going well before it
3:41:40already.
3:41:40>> Now it's going
3:41:43>> and then two days beforehand it will
3:41:45then SMS them. So, hey SE Brandon here.
3:41:48Just about to check out your web and
3:41:50socials before our session 2 days. Let
3:41:52me know if there's any other info I
3:41:53should know before the call. So, this is
3:41:54another attempt to get them to reply.
3:41:56Also get more context for the sales team
3:41:58as well. Here's a link to the video
3:41:59again. So, we try and get them to watch
3:42:01the video again. Then a day beforehand.
3:42:03Looking forward to catching up for our
3:42:04session tomorrow at day and time.
3:42:06Zooming. I got a little bit lazy on this
3:42:07one. And then email. We send them the
3:42:11Zoom link again because we want them to
3:42:13join from their laptop. And then we SMS
3:42:15them. See you on Zoom in an hour.
3:42:16>> Amazing. Any questions about this?
3:42:18>> Uh, no.
3:42:20>> Cool. I'll show you the hammer them
3:42:22strategy as well.
3:42:24>> Oh, actually one more thing. When they
3:42:25do get a notification u that's saying,
3:42:28"Hey, see you in an hour." And they go,
3:42:29"Oh, I need to reschedule."
3:42:31>> Mhm. in it after that you reminded them
3:42:34in an automated one hour.
3:42:36>> Yeah,
3:42:37>> red flag.
3:42:38>> Yeah, it's kind of a red flag. Um, we
3:42:40kind of gauge it based on how responsive
3:42:43they were in the leadup. So, let's say
3:42:46for example they were like minimally, if
3:42:49not not responsive at all in the leadup
3:42:51to that, we just take them as a vlog and
3:42:54then what we'll probably do is just
3:42:56delete the booking and then see if they
3:42:58follow us up.
3:42:59>> Yep. So if they follow us up then we'll
3:43:01probably do it again or just do it off
3:43:02of their own accord. We probably won't
3:43:03want to take up the space of someone
3:43:05else if they're like really like I think
3:43:09people have figured out we're not
3:43:10[ __ ] [ __ ] now. Um some people
3:43:12will like [ __ ] beg and apologize. But
3:43:15there's also an ongoing like joke in the
3:43:17sales team that like the likelihood that
3:43:19a [ __ ] friend or a family member dies
3:43:21the week that you book a call and you
3:43:23had to attend their funeral just
3:43:24quadruples.
3:43:26>> And also the kids getting sick. Yeah,
3:43:27the kid got [ __ ] sick. Yeah, well,
3:43:29you'll be able to afford better [ __ ]
3:43:31health care if you come to the program.
3:43:36>> So, this is a separate workflow from the
3:43:38call booking. So, once they book a call,
3:43:40we pretty much like hammer them with
3:43:42like what are all the things that are
3:43:43going through their head. So, we send
3:43:45them one, two, three, four emails in the
3:43:5024 hours after they book a call. And so,
3:43:53the first thing we send them is our
3:43:54worst reviews. And so we that's that
3:43:57video that I showed you before, right?
3:43:59Because I know that's going through
3:44:00their head. Now when I say four emails
3:44:02in a day, knee-jerk reaction is like
3:44:04that's quite a lot, right? But when you
3:44:06look at the statistics, 58% of people
3:44:08open this and nine nearly 9% of people
3:44:11click this. Like those are very very
3:44:13high statistics for like email
3:44:14marketing. It's usually like 20 and one.
3:44:17>> Can you do all of this within go high
3:44:19level?
3:44:19>> Yeah, we just do high level.
3:44:20>> No wonder you're the most like
3:44:22affiliated.
3:44:23>> Yeah. Where's that trophy I got that I
3:44:25didn't know about?
3:44:27Uh, and then 3 hours after that, it will
3:44:29send them a bunch of podcasts of me.
3:44:31Now, little trick. I only just learned
3:44:33this last year with high level. So, what
3:44:36we used to do was these used to all be
3:44:37separate emails.
3:44:40>> Found out in high level, if you just
3:44:42take the subject from the first email
3:44:45>> and then put capital R, capital E colon
3:44:47in front of it, it will just reply as a
3:44:49thread. So rather than there being four
3:44:51separate emails.
3:44:53>> Oh
3:44:53>> yeah, it's
3:44:54>> Oh, that's cool. And and then also what
3:44:56about uh landing in the spam in the junk
3:44:59folder? How do we avoid that?
3:45:00>> A couple things. That's more of a Chris
3:45:01question than me. Um there's there's
3:45:04different tools out there you can use
3:45:05like email spam checker.
3:45:08>> Like you can copy and paste your emails
3:45:10into there and it will flag like what
3:45:12words trigger spam filters. Yeah.
3:45:15>> And Okay, cool.
3:45:16>> That's one. There's some other stuff you
3:45:17can do on the tech side of things that
3:45:19admittedly Chris always has to do this.
3:45:21I don't [ __ ] know. There's like some
3:45:22text records and stuff you can add to
3:45:24your email domain to increase
3:45:26deliverability. Um, but generally
3:45:29speaking, it's just like reputation.
3:45:30Like if you just don't don't spam people
3:45:32and you won't go to their spam. It's
3:45:34like it's pretty like
3:45:36>> I was just thinking that someone would
3:45:38say isn't sending someone four emails in
3:45:40one day spam.
3:45:41>> Yeah. If they start like reporting it
3:45:42for spam absolutely you get a bad
3:45:44reputation. That's why that's why I
3:45:46don't do it to like cold leads, right?
3:45:47Like these people that booked calls.
3:45:49>> Yeah.
3:45:50>> Right. They want that information and
3:45:51the open rates and the link clickthrough
3:45:53rates like indicate that.
3:45:54>> And then cold leads, you even do
3:45:56anything with them. They don't book a
3:45:57call.
3:45:58>> Um I don't you should I'm just [ __ ]
3:46:01lazy.
3:46:03Like I've
3:46:04>> Well, for the for the for the beginners
3:46:06forg
3:46:08um like generally speaking. Okay, I'll
3:46:10tell you what I'm going to build. What
3:46:12I'm going to build is now that me and
3:46:14Aiden have like populated our YouTube
3:46:16with like plenty of different content,
3:46:18I'm just going to send them like an
3:46:19email a week, just goes to a different
3:46:20YouTube video.
3:46:21>> Yeah.
3:46:22>> Yeah.
3:46:22>> Yeah. That's good. And then for the
3:46:24people that who are beginners who aren't
3:46:26getting a [ __ ] ton of leads like you are
3:46:28yet,
3:46:29>> they'd be wanting to look at the colder
3:46:32leads that didn't book a call.
3:46:33>> Yeah.
3:46:34>> Sooner to be able to do something with
3:46:36them. One thing you can do as well, I
3:46:38used to do this, is just [ __ ] email
3:46:41them and ask, "Hey, I've been trying
3:46:43really hard to get you to book a call.
3:46:45Can you just tell me what?" I do this
3:46:46with your leads. I called them. Right?
3:46:48So, if you got people's phone numbers
3:46:49and they've been in an inertion sequence
3:46:51trying to get them to book a call,
3:46:52honestly, just like pick up the phone
3:46:54and call them and ask, they'll tell you.
3:46:58Like, I did this with your leads when
3:46:59they went booking like a funnel like two
3:47:01years ago or something like that. I just
3:47:02called them and all I did was said,
3:47:04"Hey, Brandon here. Um, you clicked my
3:47:07mate's ad a couple weeks ago about like
3:47:09content creation. Um, don't worry. I'm
3:47:11not trying to sell you anything. I just
3:47:12run the marketing and run his ads. Um,
3:47:15I'm trying to work out why the people
3:47:16that don't book calls aren't booking
3:47:18calls. Can you just tell me what's going
3:47:19through your head and then I'll try and
3:47:21book them in
3:47:23>> and then you sold them?"
3:47:25>> Yeah. Um, but yeah, you can see the open
3:47:28rates, right? So, like another thing is
3:47:29like most people only see me for like 45
3:47:32seconds at a time swearing at them on
3:47:33Instagram. And so I generally get
3:47:36feedback that if someone like consumed
3:47:38podcast of me, they're like, "Oh,
3:47:39Brandon's actually a nice guy." Right.
3:47:41And then um
3:47:45and then another 6 hours later, they'll
3:47:46send them some like email YouTube
3:47:48videos. What's the open rates on this
3:47:50one? 59. Yeah. Even like 12% on this
3:47:52one.
3:47:53>> 6 hours later like they're wondering
3:47:55like what are the advisory calls like?
3:47:56So examples of that.
3:47:57>> Yeah. And so like all the main way you
3:48:00want to think about your inertia
3:48:01sequences particularly
3:48:03the call booking reminders is what is
3:48:06going through their head right now. What
3:48:08what's going through their head is I'm
3:48:10curious but skeptical. I don't know the
3:48:12fine details. I don't really know who
3:48:14this person is. I don't know like like
3:48:17what the program is or what this call is
3:48:18going to be about. Like is this another
3:48:20scam? You just want to think like what
3:48:22are all the things that are going
3:48:22through their head and then you just
3:48:23address them head on. Even the negative
3:48:25things. For example, for me, like, yeah,
3:48:27you're probably wondering like those
3:48:28testimonials are great, but like how
3:48:30[ __ ] can this get? Like, what is worst
3:48:32case scenario to set reasonable
3:48:34expectations?
3:48:35>> Yeah.
3:48:35>> Make sense?
3:48:36>> Y.
3:48:36>> Now that we've seen some good examples
3:48:38of landing pages, we need to build out
3:48:39Sev's funnel. So, we're going to do that
3:48:41click by click now. So, I'm going to
3:48:43build Sev's funnel from scratch. Now,
3:48:46often people will like massively
3:48:48overthink this task. They think they had
3:48:49to build it from absolute scratch. I'm
3:48:51going to show you the exact process I do
3:48:53to speedrun a lot of this stuff. Now,
3:48:55from high level, you go sites, funnels,
3:48:57and go new funnel. Now, it has some
3:48:59templates. Honestly, I never [ __ ] use
3:49:01them. What I like doing instead is using
3:49:04their pre-built section. So, we're going
3:49:06to start from blank. So, I'm just going
3:49:07to call it um sees call funnel. If you
3:49:11don't have high level, I'd certainly
3:49:13follow along with the structure. Having
3:49:15high level will let you use the same
3:49:17pre-built sections that I'm about to
3:49:18use. But um the thing that I always talk
3:49:21about with landing pages and what
3:49:22software you use is I really don't care
3:49:25what software you use as long as the
3:49:27fashion and the function is correct. So
3:49:29whether you build it in Squarespace or
3:49:31Web Flowy or WordPress or high level, it
3:49:33doesn't matter as long as you follow the
3:49:35principles for physical and
3:49:36psychological resistance and the layout
3:49:38looks close enough. Add a new step. Now
3:49:41we're going to call this one step one
3:49:44application. We're just going to make it
3:49:46apply. Create funnel. Now, we're going
3:49:49to start this from blank. Now, what a
3:49:52lot of um people get to is they look at
3:49:54this blank page and go, "Ah, [ __ ] Where
3:49:56do I start?" Now, I love this pre-built
3:50:00sections down here because you can just
3:50:03scroll through these and go, "How can I
3:50:04adapt this?" Now, the thing that's
3:50:06pretty much always going to be the same
3:50:09is this section here. I pretty much
3:50:12always use this one here.
3:50:15So, gives you an opportunity to put your
3:50:17logo there. Gives you opportunity to put
3:50:19your email there.
3:50:22Attention, target audience, your
3:50:24headline, your sub headline. You would
3:50:26embed your VSSL there. Now, the one
3:50:29thing that I change here is I don't want
3:50:31to click a button to then go to another
3:50:34page and start an application or click a
3:50:37button and open a popup. So in place of
3:50:40this I always just put a survey
3:50:44just like that and we'll create the
3:50:46survey in a bit. Now what we do is the
3:50:50order of uh sections on your landing
3:50:52page will vary a little bit. Generally
3:50:56speaking, after the call to action, like
3:50:59the survey, uh I generally like putting
3:51:02testimonials next because the the train
3:51:05of thought for someone that's like
3:51:06browsing on your landing page is going
3:51:09to be like, "Here's the big idea." Not
3:51:12listening to that essay. Do you want me
3:51:14to do this? Am I a guinea pig? Because
3:51:17remember, they're trying to talk
3:51:18themselves into or out of doing the
3:51:19thing that you want them to do. So,
3:51:20let's go back to the previous sections.
3:51:23Testimonials.
3:51:24Now I want video testimonials. So we're
3:51:27going to drag and drop that in. Great
3:51:30testimonials. What others are saying?
3:51:31Now this is already, by the way, if you
3:51:34look at ours already looking very, very
3:51:36similar. So testimonials come down here.
3:51:40I've added this section up here. I'll
3:51:42talk about that later. FAQs are also
3:51:45very, very important. Now, I just don't
3:51:47like these things. So I like deleting
3:51:50them. these five stars things in my
3:51:52opinion people just think they're
3:51:54[ __ ] So I just like doing that and
3:51:57then what I'll do like I'm kind of a
3:51:59little bit of a wizard these things now
3:52:00so I'll delete that. Easiest way to work
3:52:02in higher level is just like duplicating
3:52:04existing sections just like that. Then
3:52:07what we would do is generally after
3:52:10testimonials is FAQs. Now, caveat to
3:52:14this, I have been running some split
3:52:16tests for the last year that have um
3:52:20usually indicated that FAQs um can
3:52:24perform better positioned higher up on
3:52:26the landing page. However, I I haven't
3:52:29been able to measure this, but this is
3:52:31just my opinion and my hypothesis at the
3:52:33moment. I suspect it's because when you
3:52:37go to our landing page, there's [ __ ]
3:52:40so many testimonials that like most
3:52:42people just don't get to the bottom of
3:52:43the testimonials. And so for them to
3:52:46actually be able to scroll all the way
3:52:48down to the FAQs, like if they down
3:52:50here, like most people just don't reach
3:52:52down here. And so for them to get to the
3:52:54FA, like I'm still [ __ ] not at the
3:52:55bottom of the page.
3:52:58Yeah, I used to have FAQs down here. So
3:53:00a lot of people wouldn't reach that far.
3:53:02So, I moved them further up on the
3:53:05landing page here and measured it. This
3:53:09seemed to work better for us. But again,
3:53:11you always want to split test
3:53:12everything. Don't want to be right, just
3:53:14want to get rich. Now, with the FAQs,
3:53:17um, a lot of people will often really
3:53:19skimp out on their FAQs. So, you want to
3:53:22think of your FAQs in four different
3:53:25sections. So, there's the first section,
3:53:28which is initial questions. So when you
3:53:30first tell someone about your business,
3:53:32what are the first questions that they
3:53:33ask? Then you have follow-up questions.
3:53:36So follow-up questions are when you
3:53:38answer those first sets of questions,
3:53:40what do they ask a follow-up question?
3:53:42I'll give you an example. So if the
3:53:45initial question is what kind of support
3:53:47do I get in the WY program and we talk
3:53:49about advisory calls, the second
3:53:51question might be how many advisory
3:53:53calls are there a week? Like how many
3:53:55other people are on that advisory call?
3:53:56What time are the advisory calls? Now
3:53:58the third section for your FAQs would be
3:54:01expectations. Now expectations is kind
3:54:03of split into two different categories.
3:54:05So you got results and time. What kind
3:54:07of result can I get? And then also in
3:54:09what time frame or other variables of
3:54:12time as well. So for example, how much
3:54:14time will this take me? How much time do
3:54:16I need to commit to this program? Things
3:54:18of that nature. Then you have
3:54:19objections. This is the last and the
3:54:20fourth quadrant. So objections are
3:54:22simply stuff that they say on the sales
3:54:25call to delay or not enroll. And the I
3:54:29think I mentioned this with Sev when we
3:54:31were talking in the whiteboard as well.
3:54:32You want to think and remember that if
3:54:35someone brought up an objection at the
3:54:37end of a sales call, it probably wasn't
3:54:39the first time that they thought about
3:54:41it. And the way that I learned sales
3:54:43from Peter Lakovich, who in my opinion
3:54:45is the [ __ ] goat, he always wanted to
3:54:48prevent objections happening, not having
3:54:50to overcome them, right? So you don't
3:54:52want to get to the end of the sales call
3:54:53and have to go through [ __ ] 12, 13,
3:54:5614, 15 different objections. I'd rather
3:54:58just them know the answers to all these
3:55:01objections first. So you only had to
3:55:02deal with one or two, ideally [ __ ]
3:55:04none, right? And so we'd update these
3:55:06FAQs with as many as we can. like four
3:55:10is way too little. Like if you look at
3:55:12ours, we have they don't even fit in one
3:55:15page scroll. It's like nearly I looks
3:55:17like it's 20 or something like that.
3:55:18Right now, there's other sections that I
3:55:20also quite like as well. So, if we go to
3:55:23pre-built sections, um the other one
3:55:25that I really like is this for who. Now,
3:55:28I think I've used this in the past. I
3:55:30delete this get instant access thing
3:55:32like who this who this is perfect for.
3:55:34And then you because that's another
3:55:36thing that also comes up a lot. Um, and
3:55:38this is again specific to us, but people
3:55:42are always trying to look at your offer
3:55:44and go, "Sure, I see this works for
3:55:47other people, but will this work for
3:55:48me?" And so, without going down a
3:55:51philosophical tangent again, people are
3:55:54always kind of floating through life.
3:55:56Um, and the main the main thing that
3:55:58they always kind of struggle with is
3:55:59identity and assuming their ident and
3:56:01their identity is unique to other
3:56:03people. And so they're always trying to
3:56:06confirm that their identity is in the
3:56:08right place or in the right community.
3:56:10And so when they see ah like this is for
3:56:13like trainers, they go, okay, cool.
3:56:15Those those are my people. Like that's
3:56:17my tribe. When you don't address that,
3:56:20they're more likely to go, no, this
3:56:22doesn't look like it's for me. And so
3:56:24this is a perfect section to add in so
3:56:26they can see, ah, yes, I'm an
3:56:28electrician. It says it works for
3:56:30electricians. Because, and I know this
3:56:32based off experience as well, like I
3:56:34would run webinars. I'd have like
3:56:38400 people on the webinar and at the end
3:56:40I'd take questions. I swear to God 85 to
3:56:4490% of the questions are, "Does this
3:56:46work for insert my business?" That's all
3:56:49they [ __ ] wanted to know. Question
3:56:51that comes up a lot as well is like,
3:56:52should I put the price of the offer on
3:56:56my landing page? Now, this is where the
3:56:58art versus science thing comes in.
3:56:59again. Um, I see people in the US
3:57:01typically do this a lot. I was always
3:57:03taught by Pete, uh, price is a sales
3:57:06conversation and we only want to reveal
3:57:10price once the value of the program has
3:57:14been established. Now, the landing page
3:57:17can do to a degree a good job of
3:57:19negotiating
3:57:21um, communicating that value. However,
3:57:26especially for high ticket products, the
3:57:28value very much is not in the offer
3:57:31itself. The value is in to what degree
3:57:35does this move this person away from
3:57:38pain and towards pleasure. And that
3:57:41often is only achieved through a
3:57:44conversation. So, a a qualified
3:57:47salesperson, well-trained salesperson,
3:57:49asking them the right questions such as,
3:57:52you know, what's revenue at right now?
3:57:54Where do you want revenue to be instead?
3:57:56What have you tried in the past to try
3:57:57and achieve that? Establishing that as a
3:58:00dollar figure, and they're going, okay,
3:58:02well, this neatly fits into that, right?
3:58:05People often won't come to those
3:58:07conclusions themselves. Your really hot
3:58:08audiences will. That's why it will work
3:58:11to a degree, but as you go to colder
3:58:13audiences, generally speaking, it won't
3:58:15work as effectively. So, I generally
3:58:17avoid putting um price on the landing
3:58:20page. Um you can prevent price
3:58:22objections or at least make sure the
3:58:24right people are coming through
3:58:26um by alluding to price like in your ad
3:58:29copy on your landing pages as well.
3:58:32Helps people um like come to a
3:58:33conclusion like this is probably going
3:58:35to cost about this much. Another section
3:58:37that I quite like to use as well is this
3:58:40team one down here. I actually use the
3:58:43because the main thing that people are
3:58:45skeptical of is frankly me as a [ __ ]
3:58:48person.
3:58:50So I use this one. I use this quite a
3:58:52lot. Meet the founder and CEO. Nice
3:58:55photo of you. Like any awards and stuff
3:58:57like that. You'll notice that on my
3:58:59landing page down all the way down here.
3:59:02So me photo of me getting an award. Some
3:59:04different awards that I've gotten. a
3:59:06little bit of a [ __ ] joke. Then I've
3:59:08also got a bunch of podcasts and things
3:59:10that I've been on so people can say,
3:59:11"All right, he seems like he's legit
3:59:13enough to at least be a guest on
3:59:14podcasts. He's not totally [ __ ]
3:59:17anonymous." If you don't have podcasts,
3:59:18what you can do is like what what you
3:59:20want to try and achieve here, it's like
3:59:22outcome based thinking. So again, like
3:59:24follow my principle, like meet them
3:59:26where they're at. If they're down, if
3:59:28they've made it all the way down here
3:59:29and they're reading the about me
3:59:31section, what is going through their
3:59:32head is who is this person? Does he
3:59:34actually know what he's talking about or
3:59:36is this just some guy that's like built
3:59:37this landing page and he's going to
3:59:39[ __ ] evaporate as soon as my card
3:59:41[ __ ] runs on Stripe? Right? And so I
3:59:44put testimonials here. One thing you can
3:59:46do instead, which I often suggest that
3:59:48people do, is if you don't have like
3:59:50podcast or anything like that, simply
3:59:52embedding some like long form YouTube
3:59:54videos that you've recorded and putting
3:59:56them there so they can click through
3:59:57them and go, "All right, this guy seems
3:59:58to know what he's talking about." If you
4:00:00don't have long form YouTube videos,
4:00:01start filming them. If you don't have
4:00:02them, you just can't [ __ ] use them.
4:00:04The other thing as well is like you're
4:00:05always constantly going to be adding to
4:00:07this landing page. Remember, it's dials,
4:00:08not switches. Everything will work to a
4:00:09degree. If if you just delete this
4:00:11section of the landing page, it will
4:00:13still work probably just ever so
4:00:15slightly less than if it was there. So,
4:00:17you work with the materials that you
4:00:18have. Cool. So, now this is the like
4:00:22bread and butter kind of um my default
4:00:25starting template uh when it comes to a
4:00:27two-step callunnel. Uh and the key word
4:00:29there is starting template. As you get
4:00:32more feedback from the sales team, you
4:00:34get more feedback from speaking to
4:00:36prospects, you'll start to learn like
4:00:38what things are more important and if
4:00:40things are getting them over the line in
4:00:42the sales process, you want to try and
4:00:44get them over the line. Um, you want to
4:00:46communicate that in the marketing,
4:00:48right? So, we go through and we'll fill
4:00:49that out. We'll show you the final
4:00:51product. Now, what we want to do is add
4:00:53the second step, which is the step two
4:00:58booking page. Now, I'm going to start
4:01:01this from blank as well. Now, with the
4:01:03booking page, we only we want to make it
4:01:06very clear there's only one thing they
4:01:07should do, and it is book in on this
4:01:10calendar. So, I'm actually just going to
4:01:13use another pre-built section. I'm going
4:01:15to use the welcome. I'm going to drag
4:01:17and drop this one in. Drag and drop this
4:01:21one in. Delete that. Delete that.
4:01:25Delete that.
4:01:27Cool. Now, some key things with the um
4:01:31booking page. What you want to avoid is
4:01:34any language that closes the loop in the
4:01:37user's head. So, examples of that would
4:01:40be phrases like thank you, uh well done,
4:01:44congratulations.
4:01:46Um anything like that, you want to make
4:01:49it very clear like you are not done.
4:01:51There is still [ __ ] to do. So, for
4:01:53example, I've got up here like last
4:01:55step, not next step or congratulations
4:01:58because again, like physical versus
4:02:00psychological resistance. There's a
4:02:02bunch of people that are just going to
4:02:03scan read that go up, done, and then
4:02:05close it. Yeah. Perfect example.
4:02:06Actually, we had this client that um
4:02:09this is years ago back when we were done
4:02:11for you agency. They were a two-step
4:02:12funnel. I think they had a lead magnet
4:02:14on the first page and people would
4:02:17submit the lead magnet opt-in form and
4:02:20then on the form while the second page
4:02:23was loading it would just say thank you
4:02:26for your submission and then it would
4:02:28take a second and a half for the second
4:02:30page to start loading. All it took was 1
4:02:33and 1/2 seconds for people to say ah
4:02:35thank you. You're done to close the tab
4:02:37and go back and then not even reach the
4:02:39second page. So we had to change the
4:02:42message to say um we had to message the
4:02:45developer to change it for us and say um
4:02:48please wait and then people would like
4:02:50okay and wait a second or a half for the
4:02:53second page is like and then it would
4:02:55say again like last step blah blah blah
4:02:57blah blah. The other feature that I
4:02:59really like here is this progress bar.
4:03:02So I think that is is it pre-built
4:03:04sections progress bar. This one here I
4:03:07really like this one. Right. So it's
4:03:10like almost done, right? So not
4:03:12progressing. I go almost done,
4:03:17right? And then we just go last step.
4:03:20Book your traffic discovery session to
4:03:22speedrun your growth. Right? Make the
4:03:24font a little bit smaller. Something
4:03:26like that. Might move this up here.
4:03:29Say nearly done. Something like that.
4:03:33For SE specifically, I might say content
4:03:35discovery session.
4:03:38Um, I have this little note down here
4:03:40that says, "Note, we only allow bookings
4:03:41up to five days out." And our calendars
4:03:43fill up incredibly quickly from the
4:03:44sheer volume of applications. If you
4:03:46can't find a time, check back tomorrow
4:03:48when more spots should open up. Um, we
4:03:50just found if we got booked out, people
4:03:52were like emailing us and asking like,
4:03:54"Hey, like I can't book in a [ __ ]
4:03:56time." And so we just put that there. We
4:03:58found it helped. Not necessary in this
4:04:01particular instance though. And then we
4:04:03add in the calendar there. And we can go
4:04:05to the calendar builder. Now, my little
4:04:08hack for speed running to build the
4:04:10thank you page is just [ __ ] duplicate
4:04:12the application page. I just copy that,
4:04:16that, that, that. The reason we do that
4:04:20is because pretty much everything on
4:04:23this page except for the top half is
4:04:25going to be the same. Thank you. So, all
4:04:29we're changing now is they probably
4:04:31didn't watch the VSSL on that first page
4:04:34because again, they kind of scan read
4:04:36through the page. They see the video,
4:04:37they might watch 30 seconds of it and
4:04:39just go not listen to that [ __ ]
4:04:40essay. And so, what we want to do is now
4:04:43that they've expressed more commitment,
4:04:45now is a perfect time to try and get
4:04:47them to watch this VSSL because they
4:04:49have booked the call because they want
4:04:51information. However, they may not
4:04:53receive that information for another
4:04:55couple of days, however long it has been
4:04:56out and since they booked that call. And
4:04:59so, what we try and do now is get them
4:05:01to book, sorry, get them to watch the
4:05:03VSSL. So, what I say on my thank you
4:05:06page with the I think it's called thank
4:05:08you, yeah,
4:05:11it says well done. You're booked in.
4:05:12Watch the video below to see how we get
4:05:14results like the ones you see further
4:05:16down the page. So, just like that. Might
4:05:18not make that bold. Might not make that
4:05:20itallic. probably make it white. Scroll
4:05:23that just a little bit smaller. Just
4:05:24delete that.
4:05:26Delete that. Delete that. So, the video
4:05:30will still be there. We can delete the
4:05:31survey because I've already done that.
4:05:34And we'll build the survey in a moment.
4:05:35But now, again, we've still got all the
4:05:37same testimonials underneath there. We
4:05:39don't have to rebuild them from scratch.
4:05:40Now, one really cool feature which I it
4:05:44took me way too many years to find when
4:05:46it comes to um using higher level is if
4:05:49you click this save button here, you
4:05:51have different templates. So, the
4:05:53problem I had was let's say I have the
4:05:56testimonials on the opt-in page and the
4:05:59thank you page. What I was doing in the
4:06:01past was updating the opt-in page and
4:06:03then updating the thank you page
4:06:04separately. So, I essentially had to
4:06:06update two pages and then if I had
4:06:08testimonials on like other funnels like
4:06:11a webinar or something like that, it
4:06:14would um I'd had to update those ones as
4:06:16well. And then high level dropped
4:06:18universal sections. So, if you if I
4:06:22saved this as se testimonials
4:06:26all
4:06:28save that as a universal section,
4:06:31it will save it. And then whenever I use
4:06:34this universal section on any other
4:06:36funnels, any other landing pages, um it
4:06:39will and I update one of them, it will
4:06:41update all of them. [ __ ] such a
4:06:45lifesaver. Um some other things I'll
4:06:47point out as well. I added
4:06:50this sentence to our uh thank you page
4:06:54and it bumped us from a 60% show rate to
4:06:57a nearly 75% show rate. Now I'll read
4:07:00it. It says, "Heads up before the call.
4:07:02As you probably would have experienced
4:07:03yourself in your own business, the most
4:07:05annoying customers you have were also
4:07:07the worst leads to deal with. If you're
4:07:09annoying during your application
4:07:10process, whe it's either before the call
4:07:12or on it, we'll just delete your
4:07:14application so you don't have to deal
4:07:15with us. We don't have to deal with you
4:07:17as a customer. Past behavior is a very
4:07:19good predictor of future behavior. We
4:07:21like helping business owners. It's why
4:07:22we've worked with so many good ones. But
4:07:24like you probably do also, we have a no
4:07:26[ __ ] policy that bumped our show
4:07:29rate from 60% to 70 I think 4% 73 and a
4:07:32half% something like that. It was the
4:07:34only thing that I changed in the funnel.
4:07:35Now there's a couple things I want to
4:07:37highlight here and I'll explain how to
4:07:40adopt this to your industry as well. So
4:07:43there's a YouTuber I recommend you
4:07:44follow him as well called Chase Hughes.
4:07:46So all he posts about is like human
4:07:49influence and how the brain works and
4:07:50psychology and things like that. used to
4:07:51work for the CIA. But when someone says
4:07:53they used to work for the CIA, it's like
4:07:55come on, bro. I'm not going to stitch on
4:07:56you. Um, identity is one of the
4:08:00strongest
4:08:02levers that you can pull when it comes
4:08:04to uh influence. And the example that he
4:08:08often uses is from Robert Calaldini's
4:08:10book, Influence. And there's a case
4:08:13study in there where, okay, so the first
4:08:16test they did was they went to random
4:08:18houses and said, "Hey, can you put this
4:08:20big ugly sign on your front lawn that
4:08:23says um be a safe driver?" And most
4:08:26people said, "No, it's a big ugly sign."
4:08:29Then what they did was they went to a a
4:08:32second like neighborhood and all they
4:08:35did was the about a week before that
4:08:39person came with a sign, they got
4:08:40someone with a petition to come round
4:08:42and say, "Hey, can you sign this
4:08:45petition to show that you support safe
4:08:47driving?" And pretty much everyone
4:08:49signed it. And then the next week,
4:08:52someone came around and said, "Hey, can
4:08:53you put this big ugly sign on your front
4:08:55lawn that says you support safe
4:08:57driving?" And I think, and this might be
4:08:59incorrect, but it's directionally
4:09:00accurate. I think like 85% of people
4:09:02agreed to do it when previously like
4:09:05almost no people agreed to do it. And so
4:09:07all they did there was they got someone
4:09:09to agree to an identity first and then
4:09:13asked them to do something. So that's
4:09:16you're going to hopefully notice it now
4:09:18in this language. So what I said is
4:09:19heads up before the call. As you
4:09:21probably would have experienced yourself
4:09:23in your own business, the most annoying
4:09:25customers you have also the worst leads
4:09:27to deal with. That is a statement that
4:09:29most business owners will agree with.
4:09:30And they identify like, yeah, I don't
4:09:32like annoying customers. Now they have
4:09:33this identity and they've agreed to it.
4:09:36Then I say, if you're annoying during
4:09:38your application process with us, we'll
4:09:40just delete your application so we don't
4:09:41have to deal with you as a customer.
4:09:43Past behavior is very good predictor of
4:09:45future behavior. We like helping
4:09:46business owners. That's why I've worked
4:09:47with so many good ones. And then again
4:09:50leveraging this identity that they've at
4:09:52least in their own mind agreed with said
4:09:54but like you probably do also we have a
4:09:56no [ __ ] policy. And so because
4:09:58they've agreed up here like yeah I don't
4:10:00like [ __ ] They now have to remain
4:10:02consistent with that identity that
4:10:04they've agreed with which is yeah I'm
4:10:06not a [ __ ] And that bumped our show
4:10:08rate from 60% to nearly 75%.
4:10:12Everything else is pretty much
4:10:13consistent like we have the VSSL there.
4:10:16Um testimonials all down there. some
4:10:18other things that I've added down here
4:10:19as well. I'll loop back. So, how can we
4:10:22adopt this for your business
4:10:24specifically? Now, the one that I did
4:10:27for industry set which helped was you
4:10:30want to tailor this messaging and the
4:10:32identity they agree with to something
4:10:34that they can relate to. So, this this
4:10:38one's easy because it's like, yeah,
4:10:39you're a business owner. We're a
4:10:41business owner or I'm a business owner.
4:10:43um you don't like [ __ ] people that
4:10:44are annoying during the um sales
4:10:47process, right? With industry set
4:10:49because it's for electronic music
4:10:50producers, they can't say like, "Hey,
4:10:52you've probably had clients in the
4:10:54past." They can't relate to it, right?
4:10:56So what we did for industry set was we
4:10:58said um we use the example of um people
4:11:02that you give tickets to your show, free
4:11:04tickets to your shows to and they don't
4:11:06show up and they're just like that lazy
4:11:09friend that always asks for tickets to
4:11:10the show but never actually comes. And
4:11:13so theirs is something to the effect of,
4:11:16hey, you've probably had friends in the
4:11:17past that you've given gigs to um
4:11:19tickets to your gigs to for free and
4:11:21they always ask for the tickets, but
4:11:23they never actually rock up and it takes
4:11:25up the spaces of like your actual
4:11:27friends that would actually rock up to
4:11:28your gigs. Like we treat this
4:11:30application very much the same. Like if
4:11:32you um if we're we're giving you this
4:11:34ticket and you just like no show or
4:11:36something like that, like we're not
4:11:37going to give you a ticket again, right?
4:11:39Because past behavior is really good
4:11:40indicator of future behavior. And so
4:11:43that's how we adopted it um for them
4:11:45specifically. Hopefully that gives you
4:11:47an example of like how you can tailor
4:11:50this to your specific industry.
4:11:52Essentially all you had to do is get
4:11:53them to agree to an identity they can
4:11:55relate to in the context in which you
4:11:57they live in their world. Right? So with
4:12:00you it's B2B. So we talk about their
4:12:03customers industry sets about music
4:12:05producers. So we talk about like giving
4:12:06tickets to their gigs. um if you're a
4:12:08onestep funnel, so someone that um is
4:12:11not using like call bookings, um you can
4:12:14also do something pretty effectively the
4:12:15same with a thank you page. Now, what
4:12:17I'll talk about now is the survey and
4:12:21what questions we should put on it. So,
4:12:23what I'm talking about specifically,
4:12:25this little section here. So, this
4:12:28survey. So, firstly, before we even
4:12:30build that, what I want to talk about is
4:12:32the call to action above it. because
4:12:34we've had countless examples where all
4:12:36we did was change this little bit of
4:12:39text above the survey and it like
4:12:42doubled people's conversion rates. So
4:12:45what it would look like is if we have
4:12:47this we have sub headline just drag and
4:12:50drop that might be something like neck
4:12:52step. Now, what a lot of people do is
4:12:54they'll just do start your application,
4:12:57right? Really poor one. Or they'll go
4:12:59like contact
4:13:03us. It's very far down the It's a little
4:13:07bit too far down the committer scale.
4:13:09Again, it will work to a degree, but it
4:13:10will just be reflected by a poorer
4:13:12conversion rate. What you want to do is
4:13:14make it feel like they're starting an
4:13:16application. Like a really good one is
4:13:18like next step answer a few questions to
4:13:24tailor your
4:13:26content strategy right feels like I'm
4:13:29starting a process with sees program
4:13:32here it's like okay like these questions
4:13:33are going to tailor this my content
4:13:35strategy feels like I'm starting
4:13:36something right now with the survey
4:13:39let's go and build this so in high level
4:13:42you've got forms and you've got surveys
4:13:44we actually to be honest we use a form
4:13:46for industry set. We just ran a split
4:13:48test and for us specifically like this
4:13:50just worked out for us. So a form is
4:13:51like everything's just kind of laid out
4:13:53like that. Um a survey is it's slide by
4:13:56slide, right? So for example, if you
4:13:58look at ours, you click one, it goes to
4:14:01the next one. It's question by question.
4:14:03Um I think this works well for industry
4:14:05set because like generally speaking like
4:14:07we've noticed this audience has like a
4:14:10way lower attention span and so they
4:14:12don't want to do all these little
4:14:13[ __ ] quizzes and [ __ ] like that. But
4:14:15again, that kind of backs up what I was
4:14:16saying before, like you always want to
4:14:17test everything. You don't want to
4:14:18assume you're right all the time. Um,
4:14:21but going back to the survey, the key
4:14:23thing is this first question. Do [ __ ]
4:14:27not make your first question contact
4:14:30details. It's too far down the committed
4:14:32end of the spectrum. We need to like
4:14:34work them up to that with micro
4:14:35commitments. So, this first question,
4:14:38honestly, I don't [ __ ] use it. I'm
4:14:40pretty sure. Oh, do I? No, that wasn't
4:14:43the first question. I don't [ __ ] use
4:14:44this question. It's just utilizing the
4:14:48meet them where they're at principle so
4:14:50that they can like read one of these and
4:14:52go, "Oh, that's me or this one's me or
4:14:53this one's me." Right? And so my
4:14:57favorite like first question is meet
4:15:01them um which best describes you. Now a
4:15:03little uh tactical tip when it comes to
4:15:06high level, I always use this radio
4:15:08select thing. There is a um check box,
4:15:11but what it means you have to do is you
4:15:13had to like press that and then click
4:15:15next. With radio select, it just
4:15:18automatically loads the next question.
4:15:22So go radio select and we go which best
4:15:26describes
4:15:28you and then you simply list like four
4:15:31towards or away from motivators. So, for
4:15:33Sev specifically, it might be like, um,
4:15:37I hate being on camera filming content.
4:15:43I'm
4:15:46heavily reliant on ad spend, relying on
4:15:51word of mouth for leads. I want to build
4:15:56more credibility in my industry. Right.
4:16:00That could be a good one. Make it
4:16:02additional info. Hit save.
4:16:06That will go under
4:16:08additional info which best describes
4:16:09you. Move that in there. Right. Make it
4:16:13required. Then what we would do is now
4:16:16we can do qualifying questions. So a
4:16:19qualifying question could be industry,
4:16:22it could be budget. So what we could do
4:16:25for Sev was his qualifications were they
4:16:28had to be a service-based business. So
4:16:30it would be um what type of business are
4:16:35you
4:16:37service based needing leads e-commerce
4:16:42direct sales on website hospitality
4:16:47or events they go like SAS apps
4:16:51additional info right so now we're going
4:16:54to let free service based right so we
4:16:57can drag and drop that one we make it
4:16:59require required and then with the
4:17:01options we can disqualify certain ones.
4:17:07Open conditional logic disqualify leads.
4:17:10Ah yeah they've moved it there. So if
4:17:12they go what type of business are you
4:17:13and it's equal to e-commerce then we can
4:17:16disqualify after they submit right we
4:17:18can show a custom message there now. So
4:17:21we can add in a disqualification message
4:17:23that says sorry we don't work with
4:17:24e-commerce businesses. Little bit of a
4:17:26caveat to that one actually in my
4:17:29experience. I suppose it depends on like
4:17:31the business but we had this problem
4:17:33where if this happened with industry set
4:17:36a lot if someone reached a
4:17:38disqualification page and said oh it
4:17:40looks like we can't work with you. Some
4:17:42of them would just get impatient and
4:17:44just want to find a way to get in. And
4:17:46so what they would often do is just go
4:17:48back to the first page and just try it
4:17:50again and try to find the right answers.
4:17:52And then they'll literally just [ __ ]
4:17:54lie and just say like it still happens
4:17:56to us now. Like we had someone come
4:17:59through and then got to a sales call and
4:18:01Brody was like, "Yeah, they just [ __ ]
4:18:02lied. They're e-commerce. They just
4:18:04selected service to try and get on the
4:18:05call and like well now they're just
4:18:07taking up space in [ __ ] Brody's
4:18:08calendar." Um, so usually what we try
4:18:12and do is we'll send them to a
4:18:13disqualification page that kind of makes
4:18:17it feel like they got through but not
4:18:19really.
4:18:21So, it will say something like, "Thanks.
4:18:23We've received your application.
4:18:25Um, we'll be in touch." I think what we
4:18:28do for with you now, oh yeah, that's
4:18:30right. We send them to a
4:18:32disqualification page. It says, "It
4:18:35doesn't look like we're a good fit for
4:18:36these specific reasons." Um, but, um,
4:18:40and then there's a button underneath it
4:18:41that says, "Fuck it. I want to try
4:18:43anyway." And it will just send them to a
4:18:46landing page to buy with you on demand,
4:18:48which is just the workshop recordings.
4:18:49And then just every now and then someone
4:18:51be like, "Fuck it. I just want to try
4:18:52it." And then they'll just buy the
4:18:54workshop recordings, which helps
4:18:55liquidate some of the ad spend. Another
4:18:58thing we've done, and I haven't talked
4:18:59about this, is on that thank you page,
4:19:02it says, "If you are adamant this is a
4:19:05mistake and this is a good fit for you,
4:19:07email weight.com.au."
4:19:11And then I set up an email called
4:19:14weightlist whereyou.com.au.
4:19:16And then I just leave the out of office
4:19:20autoresponder on permanently and it will
4:19:23respond. They will email and say, "Hey,
4:19:25I want to get in." It will immediately
4:19:27respond saying, "Hey, congrats. You're
4:19:28on the wait list. Um, here's a document
4:19:31with like all the upcoming dates. Here's
4:19:33the price." Like, it's like super high
4:19:35friction. It's like, "Here's everything.
4:19:37If you want us to reconsider your
4:19:39application, send us this [ __ ]
4:19:42essay." And it's like, "You have to fill
4:19:43out this. You got to say like five to
4:19:44six sentences on like why you're a good
4:19:46fit. Explain the business and what you
4:19:48do. Like which date do you want to do?
4:19:50Do you want to pay up front or do you
4:19:51want a payment plan? And then I think
4:19:53Courtney said it'll just go through them
4:19:54and just every now and then if someone
4:19:56like made a mistake or they look like
4:19:58they're a good fit like we'll just send
4:19:59them a payment link in the enroll. Um
4:20:01that strategy has been quite cool as
4:20:03well actually.
4:20:04>> Yeah. So Aiden's asking like what if I'm
4:20:06not you branded and I'm not spending
4:20:07[ __ ] $25,000 a day on ads like what
4:20:10should I do? Like it's a good question.
4:20:12Like generally speaking, what I see most
4:20:15business owners make the mistake of is
4:20:17when they start their application form,
4:20:19they will get way too trigger happy with
4:20:22adding disqualification questions. And
4:20:24what happens is they create a problem by
4:20:27trying to solve a problem that does not
4:20:29exist yet. What do I mean by that? What
4:20:32I mean is they will make an assumption
4:20:34about poor quality leads that they'll
4:20:35make or they'll make too many
4:20:38assumptions about the poor quality leads
4:20:39that they want that they don't want and
4:20:41then they'll add all these
4:20:42disqualification questions and just like
4:20:44[ __ ] all people we'll get through. My
4:20:47best suggestion is start with a slightly
4:20:49wider net and then start disqualifying
4:20:52based off like like a full at least a
4:20:55full [ __ ] quarter of data to see like
4:20:58oh yeah like too many of these people
4:20:59are coming through and they just don't
4:21:01end up buying. Too many of these people
4:21:03keep coming through and they don't end
4:21:04up buying. Another one that I always
4:21:06like to add is we can do revenue. So I
4:21:10do radio select. We do it in ranges.
4:21:12This can be a disqualification question
4:21:13as well. So what is your average monthly
4:21:18revenue?
4:21:20Um we do pre-revenue.
4:21:22We do 0 to 10k a month. We'll do 10k to
4:21:2930k a month. I'll do 30k
4:21:3430k to 50k
4:21:37a month. 50 to
4:21:40100k
4:21:42a month. Yeah. So Eden asked like what
4:21:45if I feel like these questions will turn
4:21:47people I actually get asked this about
4:21:48this question a lot like will people
4:21:50want to um tell them your monthly
4:21:52revenue. Um yep people tell us their
4:21:56monthly revenue all the time. They'll
4:21:57[ __ ] lie sometimes and like say it's
4:21:59more than it actually [ __ ] is. And
4:22:00you find out in the sales go you [ __ ]
4:22:02inflated that number. Like someone will
4:22:04be pre-revenue and they're like no but
4:22:06like I'm actually like 0 to 10k a month
4:22:08cuz I got this [ __ ] full-time job.
4:22:10You're never going to, unfortunately,
4:22:12you're never going to completely 100%
4:22:15eradicate all your bad leads because
4:22:17people have the op people have free
4:22:18will. They can just [ __ ] lie. Like
4:22:21that's an option
4:22:23and they will exercise their free will.
4:22:25Like you can actually check if um one
4:22:28particular question is turning people
4:22:29away. I'll show you an industry sets um
4:22:32analysis thing. So, if we go sites,
4:22:34surveys, this is a good example because
4:22:36I ran this like last week. Um, and I was
4:22:38testing this to see how much friction I
4:22:40had. So, if we go surveys, you can see
4:22:42here like slide one, slide two, slide
4:22:44three, you can see that slide three has
4:22:47like nearly half the people drop off.
4:22:49I'm not sure what's going on with that
4:22:50[ __ ] one, but um like 40% of people
4:22:53would drop off at slide three. And if
4:22:55you look at slide three, it's an open
4:22:57text field. This one here, what are you
4:23:00looking to work on with your coach? your
4:23:02biggest challenge building like room to
4:23:04improve like it even gives them prompts
4:23:06and like 40% of people like can't be
4:23:08[ __ ] like not typing anything and even
4:23:11you look at the submissions like the
4:23:13people that do submit I won't because
4:23:15there's people's contact details in
4:23:16there but like the people that do submit
4:23:18there's like one like a couple word
4:23:21answers and stuff like that so I think
4:23:22we changed this one to back to a form
4:23:25and then um multiple multiple choice or
4:23:27the radio select specifically um another
4:23:30one that I really like to add as
4:23:32Sometimes people will put um like
4:23:35industry. So for example, I have
4:23:38industry. So I'll put what kind of
4:23:40service do you provide and based off of
4:23:42like which one they select, I'll send
4:23:44them testimonials specific to them. So
4:23:46someone's in fitness and health, I'll
4:23:48just send the online fitness coach
4:23:49testimonials and stuff like that. I'll
4:23:51show you how to do that later. Um the
4:23:53other one that I really like to add as
4:23:55well is website. This one's great. Um,
4:24:00what I see a lot of people do is also
4:24:02like what type of business do you have?
4:24:04Like tell us about your business or
4:24:05business name and they put business name
4:24:08in, but then you got to [ __ ] Google
4:24:09them, try and find the right one.
4:24:11Whereas if you just have website, it
4:24:13pretty much has everything you need
4:24:14there. Like you'll be able to find their
4:24:15Instagram from there, you'll be able to
4:24:16find their Facebook from there because
4:24:17usually the social media links are like
4:24:19linked in like the contact us page or at
4:24:21the bottom in the footer. Um, and so the
4:24:23website is just like an easy way to get
4:24:25pretty much everything that you need
4:24:27just from that one link. Then what I do
4:24:30is we go from like lowest to highest uh
4:24:34psychological resistance and like
4:24:36commitment when it comes to contact
4:24:37details. So slide by slide, I go full
4:24:40name. Now I don't do first name then
4:24:42last name because if I drag and drop
4:24:44that in, you can see I've got to click
4:24:47between those two. Now I got click that
4:24:50and then click that. So I just do full
4:24:52name and then email is slightly more
4:24:55willing than phone number. So I go email
4:24:57next. I need to make that required too.
4:25:00And then I will go phone number. Just
4:25:03like that. Um this is recording. So for
4:25:08the recording I'm going to say you
4:25:10should leave in these consent forms for
4:25:12people's phone numbers. However, in
4:25:15practicality I'm not a [ __ ] coward.
4:25:17So just delete that [ __ ]
4:25:21And then you have submit. And then you
4:25:22have save. Then when we go back to the
4:25:26application page, we can save that. But
4:25:29now we've got the survey. We can click
4:25:31through. What if you're a one step and
4:25:33you do like quotes for jobs, your home
4:25:37services, and trades. Can I just leave
4:25:40some of those fields a bit more open and
4:25:43ask them the questions on that on that
4:25:45call when I contact them so
4:25:47>> yeah there there is a fine line of like
4:25:51how many questions do you add because
4:25:52then you have nothing to talk about in
4:25:54the sales process
4:25:55>> as little you want as little information
4:25:57as you can get away with that if you
4:25:59just got an email and said I know their
4:26:01name to email their phone number and
4:26:02their responses to like two or three
4:26:04questions if it's worth calling them or
4:26:05not and finding out the rest otherwise
4:26:08is it just becomes too much. You're
4:26:10asking too much from like the first
4:26:12point of contact. The rest should just
4:26:14be done in the sales process. The other
4:26:16thing as well is like people will add
4:26:19questions that like and this is a little
4:26:21bit hypocritical cuz I don't do anything
4:26:23with my first question, but they'll add
4:26:24too many questions that just like do not
4:26:27serve a purpose. Like for example, um
4:26:30Reese Livingstone does this. We're
4:26:32really good mates. He has a question um
4:26:35on his survey which is something like
4:26:37time on brand which is like I don't know
4:26:39exactly what the question's worded but
4:26:41it's like how long have you been
4:26:43following Reese basically and I imagine
4:26:46there's variations like just saw an ad
4:26:48this week been following him for ages
4:26:50been watching his YouTube [ __ ] like that
4:26:52and I was talking with him I was like oh
4:26:54maybe we could add something like that
4:26:55and he was like but then I also said and
4:26:57he agreed I was like what am I going to
4:26:59do with that information I mean I could
4:27:01contextualize the nurtures
4:27:03based on like, okay, well, this person
4:27:05knows lots about us, so maybe send them
4:27:08less. Or this people does not this
4:27:10person does not know anything. Like,
4:27:11send them more. Um, but I can't be
4:27:14[ __ ] Like, I I just give everyone the
4:27:16same [ __ ] information. And then also,
4:27:18it's open to like like with all the
4:27:21other questions, it's open to their own
4:27:22interpretation. Like, if someone says,
4:27:24"Yeah, I know heaps about you guys." My
4:27:27opinion of you know heaps about me and
4:27:29someone else's opinion of I know heaps
4:27:30about you is very very different. It's
4:27:33kind of similar to like um have you ever
4:27:35read the you probably haven't but like
4:27:37have you ever seen the studies into they
4:27:40actually measured what people actually
4:27:42meant when they said like more than
4:27:45likely likely probably stuff like that.
4:27:48And they got them to say, "All right,
4:27:49when you say probably, what do you
4:27:51actually mean as a percentage?" And then
4:27:54the answers wildly fluctuated between
4:27:57like, so the average for probably was
4:28:00like 70%. But one standard deviation
4:28:03left and right was like 20%. So someone
4:28:06could say probably and mean 50%. And
4:28:09someone else could be 90%. So like again
4:28:12I'm trying to get the philosophy of like
4:28:14human language and truth but you you
4:28:18just do the best you can with the
4:28:19surveys. Now the landing page is built
4:28:21we can set up conversion tracking but we
4:28:23need to understand why it's important
4:28:24first.
4:28:25>> So conversion tracking is how your ad
4:28:28account knows what's happening off the
4:28:31platform.
4:28:32>> Ad account as in you're talking about
4:28:33meta, right?
4:28:34>> Yeah. Meta like Google has its own
4:28:36version conversion tracking. There's
4:28:38also like heaps of different ways you
4:28:40can set up conversion tracking. Um we're
4:28:42going to upload um like the conversion
4:28:44tracking instructions from school with
4:28:46this video. But so you can understand at
4:28:49a macro level how conversion tracking
4:28:51works. So if this is your ad account,
4:28:54you're running campaigns. Those people
4:28:57are clicking an ad and then they're
4:28:59going to a landing page and you've got a
4:29:01form on there. Right now, without
4:29:03conversion tracking, all your ad account
4:29:06knows is I sent people here. [ __ ] knows
4:29:09what they did. Right. So, what we need
4:29:12to do is install a messenger owl. What
4:29:16noise does an owl make?
4:29:18>> Yeah. So, the first thing it does is
4:29:20tells you who has been there, right? So
4:29:24this is when you install your pixel or
4:29:26at the time of recording this, Meta
4:29:28hasn't fully [ __ ] gone all in on
4:29:30calling it a data set or a pixel. So
4:29:33half of your ad accounts are going to
4:29:34call it a pixel, half of your ad
4:29:36accounts are going to call it a data set
4:29:38and the third half of you it's going to
4:29:40be called [ __ ] both depending on what
4:29:42[ __ ] window you're on. So, someone
4:29:45will see an ad and then your Messenger
4:29:48owl is going to communicate back, hey
4:29:50Brandon's ad account, I saw Sev was here
4:29:53on this landing page or I saw Sophie was
4:29:56here, right? Or I saw Kira was here.
4:30:01What that allows the ad account to do
4:30:03and the creator of the ad account is to
4:30:06create custom audiences. So, anyone
4:30:08that's been in your ad account for the
4:30:10last like you can go up to 180 days,
4:30:12right? So firstly, who's been there?
4:30:14Second thing it does, what did they do?
4:30:17So this is where we need to set up
4:30:19conversion tracking, right? So it's sure
4:30:23it's useful for me to know Sophie has
4:30:25been here, but who completed this form
4:30:29and became a lead? Who went to the
4:30:32second page and scheduled a call? So we
4:30:36need to set up rules so that our penguin
4:30:38knows, well, it's an owl.
4:30:42We swap between penguin and owl in the
4:30:44workshop and it looks like an avocado
4:30:46with a head. But we need to set up rules
4:30:49so we know, hey, if they got to this
4:30:51landing page with this URL, someone
4:30:53became a lead. If someone got to this
4:30:54landing page with this URL, they
4:30:55scheduled a call, right? So now the
4:30:58messenger hour can communicate to the ad
4:30:59account. Hey Brandon, saw Sophie was
4:31:01here. She scheduled a call. By the way,
4:31:04she clicked this ad. She came from this
4:31:05ads set. Sev booked a call as well. He
4:31:08clicked this ad in this ads set. Then
4:31:11what you can see is like this ad got
4:31:14this many bookings for this cost per
4:31:16schedule.
4:31:16>> Do they also track the type of person?
4:31:19>> I'll get to that in a second.
4:31:20>> Okay.
4:31:21>> So the third thing it does is as a
4:31:24result of knowing who's been there and
4:31:27what they've done, it will do pattern
4:31:29recognition. So just digital racism
4:31:33and it will learn. Right. So Facebook
4:31:37allegedly I reckon it's more. They
4:31:39allegedly have 57,000 data points on
4:31:42every single user on the platform. And
4:31:44so it will draw connections between like
4:31:46who they are, what they did, their
4:31:47browsing activities, what else they do
4:31:49on the internet.
4:31:50>> And it'll go, all right, Sophie
4:31:51scheduled leads, Sev scheduled lead,
4:31:53Curious scheduled, Joseph scheduled,
4:31:56what do all these people have in common?
4:31:58And then it will just go find people
4:32:00that look like people that have already
4:32:01scheduled calls so it can do its job
4:32:03better and better and better. Because if
4:32:05if Meta's job isn't
4:32:08>> performing well, you're going to stop
4:32:09spending money.
4:32:10>> Y
4:32:11>> right. And then that means their whole
4:32:12system is shot. So it's in their best
4:32:15interest to get you quality leads. And
4:32:18uh is that where Andromeda comes in?
4:32:20>> Nearly. So the next thing we had to talk
4:32:22about is pixel conditioning. Right. So
4:32:26we kind of talked about this just
4:32:27before, but let's say this band is
4:32:31everyone that you're targeting.
4:32:33Facebook's pretty good. Um, all these
4:32:35like paid media buying dorks that like
4:32:37you need 30 days for it to [ __ ]
4:32:38learn. They're all cowards. Like it has
4:32:4057,000 arguably more points of data on
4:32:43every single user on the planet. It's
4:32:45probably going to be [ __ ] right from
4:32:46the get- go as long as you follow basic
4:32:48principles for advertising. Your ad is a
4:32:50[ __ ] Your landing page could
4:32:51communicate things clearly. So, if this
4:32:53is the band of people that's um you're
4:32:57trying to target, Facebook's probably
4:32:59going to be [ __ ] right from day one.
4:33:01It's going to look at the ad. is going
4:33:02to read the transcript. It's going to
4:33:03look at the landing page, go, "Ah, these
4:33:05people here, this segment of this band,
4:33:08they're going to convert first." It's
4:33:10probably going to be [ __ ] right. Now,
4:33:11if we don't have conversion tracking set
4:33:13up, and it goes for these people, it
4:33:16works, but it doesn't know. What do you
4:33:18think it will do next?
4:33:20>> Go to the next tier.
4:33:21>> Yeah, it will go, "Well, [ __ ] that
4:33:23didn't work. I thought it would have
4:33:24worked." It did. It just didn't know.
4:33:26What about these people? Oh, [ __ ] That
4:33:29didn't work either. like what about
4:33:31these people and then it'll wig out,
4:33:34right? When really all I had to do was
4:33:36just like dig around here a little bit
4:33:38more, right? So sometimes we'll have
4:33:40members in the widy program and we tell
4:33:42them like, "Hey, make sure conversion
4:33:43tracking set up before you turn your ads
4:33:45on cuz it's probably going to [ __ ]
4:33:46work immediately." But if it works
4:33:48immediately, it doesn't know. It will
4:33:49just start spazzing out.
4:33:51>> Hey, as you're going through this
4:33:52process, if you want to help, obviously
4:33:54at this point in time, you know about
4:33:55our two-day workshops and you know about
4:33:56the six months of support. One of the
4:33:58things you're probably wondering is, I'm
4:33:59not particularly tech-savvy. I can't
4:34:01recall a single member that's enrolled
4:34:03in our with you program that actually
4:34:04considered themselves techsavvy. The
4:34:06most common thing that we hear later
4:34:08like days and weeks after the workshop
4:34:10was just how easy we made the process
4:34:12for everyone for people that didn't
4:34:14consider themselves techsavvy. There's
4:34:16like three at the time of recording
4:34:18there's three or four co tech support
4:34:19calls a day. So you can hop on with one
4:34:21of our ad specialists, set up conversion
4:34:23tracking, domain names, all that stuff.
4:34:24So if you want that level of support so
4:34:26you don't need to rely on an agency and
4:34:28you can get consistent leads without one
4:34:29click there'll be some links in the
4:34:30description.
4:34:31>> Now is that the difference between what
4:34:34other people are agencies do they don't
4:34:37set that up and it just shits itself two
4:34:40months of [ __ ] all
4:34:41>> yeah cuz then you got like pixel
4:34:43conditioning as well. Okay. So for us on
4:34:46our application survey, let's say we
4:34:49have service- based businesses and ecom
4:34:52businesses. We can only work with
4:34:54service- based businesses. However, if
4:34:57someone completes the form in their
4:34:59e-commerce, we don't want to tell the
4:35:01penguin our avocado that it got a lead
4:35:05because it will go find more ecom people
4:35:07and then it will still like it will get
4:35:10leads and it will think it's doing its
4:35:12job correctly because you told it, hey,
4:35:14if someone completes a form, even if
4:35:17they say ecom, you did your job good.
4:35:18It'll go, oh baby, I'm a smart boy. And
4:35:21then it will just start finding more
4:35:22ecom people. It will still get service
4:35:24based people but you'll be paying for
4:35:25ecom people as well.
4:35:27>> You don't want that.
4:35:27>> Yeah. Right. So we need to we need to be
4:35:29very clear and like setting up in your
4:35:32workflows and higher level. A lead or a
4:35:34schedule only counts if they say the
4:35:35right answers not just complete the
4:35:37form. Right? Because otherwise what will
4:35:39happen is we had this issue with
4:35:40industry set where like I don't know
4:35:42what happened with Facebook this week.
4:35:44It completely it was insane what
4:35:48happened like it we were running ads for
4:35:51a webinar for industry set.
4:35:53>> So this is March 2026.
4:35:54>> No this was like Q3 of last year I
4:35:58think.
4:35:59>> Y
4:35:59>> maybe Q2. It was at the old office and
4:36:03industry set always has this problem
4:36:05where people see music producers we mean
4:36:07electronic music producers like bass
4:36:09music producers. So we have that in all
4:36:10the copy now but we had music producers
4:36:13in there. So rappers kept coming
4:36:14through. Dude, there must be so many
4:36:16[ __ ] rappers on planet Earth because
4:36:18our cost per lead went from like $50
4:36:22down to like three, but literally
4:36:24everyone was a rapper. Like literally
4:36:26every single person was a rapper. Like
4:36:28we looked them up. I'm like, "Oh my
4:36:29[ __ ] god." We ended up having to just
4:36:30nuke the pixel and start a new one. No,
4:36:33I have no idea how it [ __ ] h it went
4:36:35like [ __ ] It was actually insane.
4:36:37Right. So that's that's pixel
4:36:38conditioning. So, we need to be very
4:36:41clear in our conversion tracking.
4:36:44Completing a form in it of itself is not
4:36:46a lead. Completing a form with the
4:36:48correct qualifying questions is
4:36:50otherwise we'll go find more the wrong
4:36:52people thinking it's doing the right
4:36:53thing
4:36:53>> and that's a waste of money.
4:36:55>> Yeah. And then like as a as an extension
4:36:57of all of this, people always ask like,
4:37:00well, how does Facebook like predict
4:37:01people's behavior? So, like remember
4:37:03when you like first made your Facebook
4:37:04account in like high school or something
4:37:06like that and you like select all your
4:37:08interests like I'm interested in like
4:37:09blink 182 and like my chemical romance
4:37:11and [ __ ] You never updated your
4:37:13interest ever again, did you? Right. But
4:37:16because this messenger owl or the pixel
4:37:19or the data set, whatever your interface
4:37:20calls it, is on so many different
4:37:23websites on the internet, it's not just
4:37:25used by advertisers. It's used by
4:37:27Facebook to make a more accurate
4:37:30profile. So you won't Okay, here's a
4:37:33perfect example. Go to Office Works and
4:37:35just look up standing desks. Sure,
4:37:38you'll get some retargeting ads from
4:37:40Office Works for that standing desk, but
4:37:42you'll also just get other ads for
4:37:44standing desks because sure, Office
4:37:46Works is using their data set to
4:37:48retarget you, but Facebook's also using
4:37:50the data set to go, "All right, Sev was
4:37:53on a landing page. Looks like that image
4:37:54is a standing desk. The headline says
4:37:56standing desk. Who's trying to sell
4:37:58standing desks?" and it'll just go find
4:38:00advertisers that are trying to find
4:38:02standing desk, right? This is kind of
4:38:04where Andromeda comes in and like the
4:38:06automated targeting because the
4:38:08targeting on Meta is moving more and
4:38:10more towards automated targeting, right?
4:38:13Facebook has enough data on every single
4:38:15[ __ ] person on Earth that it doesn't
4:38:17need to you to tell it, hey, I'm trying
4:38:18to target business owners. It's just
4:38:20like raised the idea. I've done this
4:38:22like a billion [ __ ] times because
4:38:24I've been around since what 2010 or
4:38:26whatever like that has more data than
4:38:28anyone else. It's like it truly like
4:38:30competitive.
4:38:31>> Well, that's good because then I don't
4:38:32have to move the dials of like between
4:38:34the age of 20 to 35 and they're into I
4:38:38remember when you first set up my ads
4:38:41like this was like 2 years ago.
4:38:43>> It was like
4:38:44>> this demographic, this demographic, and
4:38:47the andrometer comes and goes,
4:38:49>> "No,
4:38:50>> easier."
4:38:51>> Now, this you still want to put like
4:38:53some guard rails in place. Like
4:38:54geography is a really important one.
4:38:56Like if you can only target a post code,
4:38:58you should tell Facebook that otherwise,
4:39:01oh this person in city is interested in
4:39:03the same thing.
4:39:04>> But generally speaking, like when it
4:39:05comes to targeting a Facebook, you just
4:39:07like say who you want
4:39:09>> and then we'll go find that person.
4:39:11>> Makes sense to me. And it's actually a
4:39:12lot easier when you've written it out
4:39:14like this. For me, when I look at uh the
4:39:19Facebook business suite, it looks like
4:39:21uh the dashboard of an airplane. I
4:39:24[ __ ] hate it. Even dude, even I don't
4:39:26like their [ __ ]
4:39:26>> interface.
4:39:27>> And every time I see a video of of
4:39:29someone explaining it to me and then I
4:39:32go to my business suite, it's [ __ ]
4:39:33different.
4:39:33>> It's different. Yeah, that's the other
4:39:34thing with like Facebook. They'll split
4:39:36test different versions of the interface
4:39:37to see which one people find easier.
4:39:40However, they haven't [ __ ] split test
4:39:41a version that's just like a no-brainer.
4:39:43It's just like they're a trillion dollar
4:39:45company that doesn't get worked out. One
4:39:47more thing that I will um touch on, and
4:39:50we'll get to this when we start building
4:39:51campaigns. It gets this data on like
4:39:53who's going to be a lead and this data
4:39:55on who's going to be a schedule based on
4:39:57all the data it has about people that
4:39:59are being like leady and scheduly,
4:40:01right? So if you tell Facebook that you
4:40:03want link clicks, it will get you link
4:40:05clicks but not leads. If you tell it to
4:40:09get leads, it will get leads. Some will
4:40:12schedule, but what would be more
4:40:13effective is telling it to go for
4:40:15schedules, right? Because out of your
4:40:18target audience, if this is the pie
4:40:19chart, like say you're trying to target
4:40:22business owners, there's a segment of
4:40:24this audience that wants to like read
4:40:26blogs, there's a segment of this
4:40:28audience that wants to view videos.
4:40:30There's a segment of this that wants to
4:40:32give up their contact details and become
4:40:33a lead. There's a segment of this
4:40:35audience that wants to like schedule
4:40:37stuff in an appointment and behaved in
4:40:39that way. And so when you tell Facebook,
4:40:40hey, I'm trying to target small business
4:40:42owners, but I want the scheduly people.
4:40:44>> It'll find the scheduly people. Yeah,
4:40:46cuz then that um gives you a better
4:40:48chance of getting more and more
4:40:50qualified leads and that's just like a
4:40:52compounding effect, right?
4:40:53>> Y
4:40:54>> exactly.
4:40:55>> And that's what Andromeda is.
4:40:57>> Yep.
4:40:57>> Yeah.
4:40:58>> Yeah. I'll talk about Andromeda in more
4:41:00detail once we get to like add diversity
4:41:02and creative and stuff like that.
4:41:03>> Cool.
4:41:04>> Now that we understand conversion
4:41:05tracking, we need to set it up. Not
4:41:06going to lie, I don't [ __ ] know how
4:41:08to do it. This is like the first thing
4:41:09that I hired for in the company, so I
4:41:10don't know how to set up conversion
4:41:11tracking. Anyway, this is Ben. Hey guys,
4:41:13welcome to Meta Conversion Tracking. Uh,
4:41:16in this video, we're going to be
4:41:17covering just setting up a direct Meta
4:41:19setup. So, here's what we're going to
4:41:21need. We're going to need a meta
4:41:22business account. We're going to need an
4:41:24ad account underneath that business
4:41:26account. And then we're just going to
4:41:27need access to our landing page or
4:41:29website backend. So, I'm going to be
4:41:30using go high level because that's what
4:41:32we recommend. But if you are just using
4:41:33your website, then make sure that you
4:41:35can log in and make changes to that one.
4:41:37And then you have it ready for this
4:41:38setup. Now, we want to get first into
4:41:41events manager. Uh, and the way that we
4:41:43get there is if you go to
4:41:45business.fas.com,
4:41:47you should arrive in your meta business
4:41:49suite here, you might just have to log
4:41:50in. Uh, and once you do arrive here, you
4:41:52just want to go over here to ads
4:41:54manager. You want to scroll down and
4:41:56click on events manager. Once we've done
4:41:59that, we should arrive on a page a
4:42:02little bit like this one. If you do have
4:42:04a pixel, if you don't already have a
4:42:06pixel set up, then you're going to see a
4:42:07mostly blank page with some writing. And
4:42:09then there should be a button that says
4:42:11something like connect data. I want you
4:42:13to click on that one like I am doing up
4:42:14here. I want you to select web.
4:42:18And then you shouldn't see this page if
4:42:20you don't already have a pixel. Uh so
4:42:22I'm going to hit create new data set.
4:42:24And then I want you to name that pixel
4:42:26after your business. So I'm going to
4:42:27call this tech business.
4:42:30Um and then these categories only apply
4:42:33most likely if you're a financial
4:42:34services business. If that's the case,
4:42:36then you'll click on that. Uh most of
4:42:38these other categories probably won't
4:42:40apply to you, but if you do have some
4:42:42sort of slightly sensitive style
4:42:44business, then maybe just have a look
4:42:45and make sure. So, we're going to hit
4:42:47create.
4:42:50Um, now you shouldn't see this one, so
4:42:52I'm just going to keep moving.
4:42:54Now, we're going to get this recommended
4:42:56setup page. Uh, we want to ignore this.
4:42:59We want to go see other ways to set up,
4:43:00and we want to go set up manually.
4:43:03Next. And then we're going to go
4:43:06metapixel only. Next.
4:43:10Now, if you already have a pixel that
4:43:12you've used from the past, if it's on
4:43:14your website and you now want to use go
4:43:15high level or something like that, um
4:43:17then if you go into your events manager
4:43:19and you come down here to data sets, you
4:43:22should see a page like this one with
4:43:23your current pixel. And what I want you
4:43:25to do is I want you to scroll down. I
4:43:28want you to hit add events. I want you
4:43:30to hit set up new integration
4:43:33metapixel
4:43:35setup manually add code to your website
4:43:38get started and then you should land on
4:43:40the same page that we are on from the
4:43:42new pixel. Now either way that you got
4:43:45here I want you to click on copy code
4:43:48and then from there we can get into guy
4:43:50high level or whatever website you're
4:43:52using. I want you to come into sites on
4:43:54the side here and then I want you to
4:43:56click on whatever funnel you're setting
4:43:58up. So, I'm going to click on this
4:43:59two-step funnel. I'm going to come over
4:44:01here into settings. And then underneath
4:44:03head tracking code here is where I'm
4:44:05going to paste in my Metapixel code. So,
4:44:08you should see this one in here. And
4:44:11then don't forget to just scroll down
4:44:12and hit save. All right. Great. Now that
4:44:15we've got our Metapixel installed, uh
4:44:17the next step here is to make sure that
4:44:20GoHighle is sending the events that we
4:44:22want to meta. And what I mean by that is
4:44:25when someone takes an action like
4:44:26filling out your form, you want to make
4:44:28sure that that is registered as a lead
4:44:30and that they are a new lead and that is
4:44:32sent over to Meta so that Meta knows
4:44:34that. So what we're going to do is we're
4:44:36going to come into our landing page
4:44:38here. Uh and then we're going to hit
4:44:39edit. And once that's loaded, I want you
4:44:42to scroll down and I want you to click
4:44:43on your form or your survey. Doesn't
4:44:45matter which one you're using. Uh I
4:44:47don't have one here yet, so I'm just
4:44:49going to pick this one. And then I want
4:44:51you to hit edit survey. Then we're going
4:44:53to go into settings and then we're going
4:44:55to scroll right down until you see
4:44:57Facebook pixel events. And I want you to
4:44:59have on form submission to be set as
4:45:01lead. So that whenever someone submits a
4:45:03form that is firing a lead event and
4:45:06then we're just going to hit save. We're
4:45:08going to exit out. Uh I want you to hit
4:45:10publish and then we're going to go back.
4:45:12Just going to ignore this one. Great.
4:45:14Now if you're a one-step funnel, that is
4:45:16you done. That's all you need to do.
4:45:18It's that easy. We have set up
4:45:19everything that you need. We've got your
4:45:20base pixel and we've got your lead event
4:45:22done. If you are a two-step funnel, uh
4:45:25then there is one more thing we need to
4:45:27do and that is set up the schedule event
4:45:29for if someone actually books in with
4:45:30you. Uh cuz that's a very handy thing to
4:45:33be able to see in your campaigns and for
4:45:35meta to learn off of as well. So, what
4:45:38we're going to do is we're going to head
4:45:39over into settings down the bottom here.
4:45:43We're then going to head into calendars.
4:45:46And once we're here, we're going to
4:45:48click edit calendar. this little pencil
4:45:50icon.
4:45:52We're going to go into advanced
4:45:53settings, form and confirmation, and
4:45:56then we're going to scroll down until we
4:45:58see pixel ID. Uh, so we want to paste
4:46:00the pixel ID in there. So, how we get
4:46:02that is we go back into our events
4:46:04manager. We're going to go back into
4:46:06data sets over here. And then you should
4:46:08see your uh pixel ID just underneath the
4:46:12name here. You should be able to
4:46:13highlight that one. if I the whole thing
4:46:17and you should be able to copy that,
4:46:19head back into high level and paste it
4:46:21in there. Then you're going to hit save
4:46:23changes and that's it. You're done. So
4:46:26even for the two-step funnel now, we've
4:46:28got your schedule event. We've got your
4:46:29lead event. Um by default, your campaign
4:46:32should be set up for leads. So you
4:46:34should see that in the results column in
4:46:36your campaigns. But if you want to, you
4:46:38can also set up custom columns so that
4:46:40you can see your leads and your schedule
4:46:42side by side in your campaigns. see how
4:46:44many you're getting, how much it's
4:46:46costing you to get those, and whatever
4:46:48else you want to set up. So, that's all
4:46:49we needed to do.
4:46:50>> Now that we have our landing page and
4:46:51conversion tracking set up, we need to
4:46:53start understanding the theory of ads.
4:46:55All right. So, now that we've got the
4:46:57landing page and the conversion
4:46:58mechanism nurtures as well, we want to
4:47:01drive as much qualified traffic as we
4:47:03can to that. Now, this is something that
4:47:05a lot of people kind of neglect. They
4:47:07just think they can send any traffic
4:47:09there. Um there is again like one of my
4:47:12principles like an art versus a science
4:47:13to it. Uh the first thing we need to
4:47:16talk about is the Andromeda update. It's
4:47:18been talked about heaps some people but
4:47:20still like even now it's been out for 9
4:47:23months at the time of recording this and
4:47:26still if I ask people in a workshop that
4:47:28are new have you heard of Andromeda?
4:47:30Only like half the room will raise their
4:47:32hands. Long story short, if you want to
4:47:35get into the details of like what it is,
4:47:37just Google Andromeda update and
4:47:40there'll be a long ass [ __ ] nerdspeak
4:47:43article from engineering at Meta that
4:47:45explains how it works. Long and short of
4:47:47it is because of AI generated content,
4:47:51there were so many ads being published
4:47:53to the platform that it was taking
4:47:57longer for Facebook to match ads with
4:48:00people. And so it essentially had to add
4:48:02this second layer to the ad matching
4:48:04algorithm and it called andrometer. What
4:48:07it looks for is it refers to as creative
4:48:10diversity. Now from memory there's like
4:48:12three different types of diversity they
4:48:14look for. There's I think it's theme,
4:48:16messaging, and visuals. The long and
4:48:18short of it is like we could talk about
4:48:20for hours. The long and short of it is
4:48:21just say [ __ ] different things in
4:48:23your ads and make them look differently.
4:48:25What you used to be able to do with
4:48:27Facebook uh is you could get away with
4:48:29running just honestly even just like one
4:48:31ad and that ad would just work [ __ ]
4:48:34for ages. Sometimes like two ads, maybe
4:48:36three ads and it would just work for
4:48:38>> like the OG one with your microphone on
4:48:40at the table.
4:48:41>> Yeah. Yeah. Yeah. Like I cooked with
4:48:42that ad that literally years I ran that
4:48:45ad. Uh can't do that anymore. Well, I
4:48:48should be careful my words. You can do
4:48:49that. It will just not work as well as
4:48:51if you publish lots and lots and lots of
4:48:54different ads. So you used to be able to
4:48:56just run like two or three.
4:48:58Best practice now is having at least a
4:49:04way you'd have like one campaign, you'd
4:49:08have like a couple ad sets, maybe like a
4:49:10cold one, a retargeting one, like a
4:49:13lookalike or something like that. And
4:49:14then you'd have like one, two, or three
4:49:16ads. Now we want like a dozen [ __ ]
4:49:20ads. And we want them to all say
4:49:22different things. Now, the easiest way
4:49:23to think about this concept is, if you
4:49:25recall back to last week when we talked
4:49:28about your customer avatar, we drew out
4:49:31all the different reasons that they
4:49:33should use your product. We had the
4:49:34towards motivators, we had the away from
4:49:36motivators, we had the things that they
4:49:38tried in the past, we asked why, we
4:49:41asked then what. Easiest way to come up
4:49:43with like these first 12 ads is just
4:49:45look at all the points that you wrote
4:49:46down and go, "Yeah, I reckon a lot of
4:49:48people resonate with that one." And that
4:49:49would be ad one. you look at another
4:49:51one, you're like, "Yeah, it's probably
4:49:52that one, too." Add two, add three, add
4:49:55four, add five, add six, add seven,
4:49:57eight, nine, so on and on and so on and
4:49:58so on. Like, if I look, if I get my
4:50:00phone and look at the photo that we took
4:50:01the other day, like the main one, one
4:50:04that came up was like they've been
4:50:05spinning their wheels. Like, they're not
4:50:06doing enough. They're not doing it
4:50:07correctly. Another one is camera
4:50:10anxiety, like they don't know. They hit
4:50:12record and they don't know what to say.
4:50:13So, that would be an idea for an ad.
4:50:15We'll talk about in a moment how to
4:50:17flesh out these ideas into specific ads.
4:50:20There's this thing called the rule of
4:50:22one.
4:50:22>> I do have one question about going back
4:50:24to Andromeda
4:50:25>> and this is just for what people are
4:50:27I've seen do and what they're thinking
4:50:29of doing is creating the same ad but
4:50:32with one specific variable changed in
4:50:36the
4:50:37>> ad. So like for example, it's the same
4:50:39video, maybe the hook has changed.
4:50:41>> Can't do that anymore.
4:50:42>> You can't.
4:50:43>> Yeah. Yeah. Yeah. And you what what and
4:50:45even if you change the title or the
4:50:48description in the ad?
4:50:49>> Yeah. What I used to do was if I just
4:50:53had one body video that was doing quite
4:50:56well, I just change out the hook. You be
4:50:58able to do that. It needs to be
4:51:00>> um
4:51:01>> a completely new creative.
4:51:02>> Yeah. Completely new creative.
4:51:03>> So you can't even AB test it.
4:51:05>> You you can um and again like this is
4:51:09the dials not switches thing like
4:51:10everything will work to a degree. Best
4:51:12practice in the eyes of Andromeda is you
4:51:15should have completely unique ads.
4:51:16>> So now we're in a world of one piece of
4:51:19content is for one ad and then let it
4:51:22rip. If it doesn't work
4:51:24>> and what you'll notice will happen as
4:51:26well is in typical Andromeda fashion, it
4:51:29will spend like 90% of the budget on
4:51:31like one of the ads.
4:51:32>> Why is that? Because basically what it's
4:51:34doing is especially at lower budgets, if
4:51:37you've got 12 different ads, it's going
4:51:39to and the way it matches it is it will
4:51:43read the transcript, so what you say in
4:51:45the ad. It will look at the visuals like
4:51:47what's in the background. It will also
4:51:49look at the landing page. And I don't
4:51:52think and well, this is a little bit of
4:51:53a side tangent. I don't think Andromeda
4:51:55gets enough [ __ ] credit for how good
4:51:57it is. Like it's pretty rare that
4:52:00Facebook rolls out an update where I'm
4:52:02like, "Oh, [ __ ] yeah, banger."
4:52:05It's usually like, "How the [ __ ] did you
4:52:07come up with this one?" Like, "How did
4:52:09this
4:52:09>> change the entire business?"
4:52:12>> Like, it it is so so good at predicting
4:52:16human behavior.
4:52:16>> Now, with with the 90% to one ad,
4:52:20>> uh are we skipping ahead too quickly or
4:52:22like
4:52:23>> No, no, it's fine. So, like what will
4:52:25happen is like let's say you spent
4:52:27you've spent like $1,000. It will
4:52:28probably spend like 800 bucks on this
4:52:31one, maybe like a hundred on this one,
4:52:34and then it will like trickle through to
4:52:36the other ones.
4:52:37>> Does that mean the first one is working
4:52:38the best and it's allocated the budget
4:52:40there?
4:52:41>> The reason that it has allocated the
4:52:43budget to I mean, one of the possible
4:52:45reasons why it has allocated the budget
4:52:47to let's say add one in this instance is
4:52:50it's read the transcript. is looked at
4:52:53who like who you're trying to target and
4:52:55going I reckon this ad has the best
4:52:58chances of resonating with this
4:53:00audience. So the the way you think about
4:53:02it is the way Jeremy explained this to
4:53:04me was um if you think of like oil wells
4:53:08or water aquifers and so let's say for
4:53:11example you have oil wells let let's say
4:53:13this ad is just about relying on word of
4:53:17mouth. So this ad is just about relying
4:53:19on word of mouth. Pretty much [ __ ]
4:53:21every especially beginner business owner
4:53:24is relying on word of mouth. And so
4:53:26Andromeda is going to read the
4:53:28transcript and go, "All right, this is
4:53:29about relying on word of mouth." A lot
4:53:31of people in this audience have
4:53:33responded to other ads about relying on
4:53:35word of mouth. Um I'm probably going to
4:53:37I'm going to place a lot of bets on this
4:53:39one, right? Whereas let's say ad nine is
4:53:43more niche. It could be, for example,
4:53:46um, okay, I'm gonna get really niche.
4:53:48Like, pipe drive is looking empty.
4:53:51That's that's the core idea behind it.
4:53:53It's going to go, all right, well, Pipe
4:53:55Drive, I know that that's like some CRM
4:53:57system. Um, not many people I mean, this
4:54:01isn't true, but like let's say like not
4:54:03many people in the audience um have
4:54:05expressed interest in Pipe Drive.
4:54:06>> Well, compared to word of mouth
4:54:07painpoint.
4:54:08>> Exactly. Like this is a big top offunnel
4:54:11idea. Everyone's relying on word of
4:54:13mouth, but someone relying on Pipe Drive
4:54:16specifically and it being empty, it's
4:54:18smaller pocket audience.
4:54:20>> Yeah. I mean, the 57,000 touch points of
4:54:22data, the bet's going to be closer to a
4:54:25sure thing.
4:54:25>> Yeah. And so, it's going to spend some
4:54:28money, but what you'll notice is, let's
4:54:31say it spends like 10 or 20 bucks for
4:54:33like a month. Don't like turn it off.
4:54:35And we'll get into optimizations later,
4:54:37like when to make decisions based off of
4:54:38numbers. But what you'll notice with
4:54:40these smaller pocket ads is they'll
4:54:43spend a little bit, but then they'll
4:54:45just like hit at like a really [ __ ]
4:54:47low cost per lead. So typically
4:54:49speaking, they'll be really low spend,
4:54:52but really low cost per result as well.
4:54:55And so they're worth leaving on because
4:54:58dude, imagine if you were using Pipe
4:55:00Drive and then you saw an ad saying, "Is
4:55:03your pipe drive looking empty?" like
4:55:04this [ __ ] knows the exact
4:55:05software that I'm using. Like it's it's
4:55:07really going to resonate.
4:55:08>> Yeah. And then they'll go down the
4:55:09rabbit hole and the cost of acquisition
4:55:11will be pretty low.
4:55:12>> Yeah. The other thing to talk about when
4:55:14it comes to Andromeda is this is now
4:55:18your targeting. So the way Facebook ads
4:55:21used to work 2017 in the [ __ ] gold
4:55:24rush days. I miss those days. I give
4:55:26this rant all the goddamn time. Like the
4:55:28way Facebook targeting used to work was
4:55:32you had all these [ __ ] targeting
4:55:35options cuz no one had any [ __ ]
4:55:37privacy on Facebook. You still don't by
4:55:39the way. It's just like they hide it
4:55:41behind this now. So like previously like
4:55:44if if a Facebook page literally just had
4:55:46as little as 40,000 likes, you could
4:55:49just target the followers. So if you if
4:55:50your competitor had 41,000 likes on
4:55:52their Facebook page, great news. So you
4:55:54can just [ __ ] target everyone that's
4:55:55liked your competitors.
4:55:57And then basically what happened was
4:55:59like after what was the thing called?
4:56:01Cambridge Analytica. Did you ever use
4:56:02that?
4:56:02>> Yeah.
4:56:03>> Did Did you use it? It was sick. Right.
4:56:05So like
4:56:08>> sick. Yeah. I'm going to go with that
4:56:09word. But like it was pretty cool
4:56:11because basically what it could do is
4:56:14>> you All right. So this is going to be
4:56:15eye opener for some of you. You ever
4:56:17like logged into like a Facebook quiz in
4:56:192017? It's like what Disney princess are
4:56:21you? and I don't know if what Pinterest
4:56:24I am and then you like logged in with
4:56:26Facebook and then it like basically the
4:56:28way it works is it scraped the API got
4:56:30like all this [ __ ] data on here like
4:56:32all your all your interest all this
4:56:34stuff and then Cambridge Analytica this
4:56:36built this app that would like basically
4:56:39do a pretty accurate psychoanalysis on
4:56:42you just based off your browsing
4:56:43activity like it would figure out if you
4:56:46went left or right on the political
4:56:48spectrum if you were agreeable or
4:56:50disagreeable your emotion from like
4:56:52happy. So like for example for mine like
4:56:54you're probably depressed because like
4:56:55you're interested in law dispute and my
4:56:57chemical romance and I was like that's
4:56:59pretty [ __ ] bang on and so and then
4:57:02there was another one who thought I was
4:57:04disagreeable because I was interested in
4:57:06Seinfeld and dead mouse
4:57:10something like that right um and so
4:57:12previously when it came to ads you'd
4:57:15like okay so you'd have your campaign
4:57:17and I am jumping ahead you'd have your
4:57:18campaign then the ad set is where you
4:57:20would set the targeting you still kind
4:57:23of do that.
4:57:25But these and what you say in the ads uh
4:57:29hold significantly more weight into who
4:57:33the ad is going to get shown to. This is
4:57:36honestly now treated more as a
4:57:39suggestion. And so you have to flip your
4:57:43thinking in 2026 when it comes to ads.
4:57:46Um because typically the way that
4:57:48business owners will come to me and the
4:57:51language that they'll specifically use
4:57:53when they talk about targeting is we
4:57:55want to be able to target the right
4:57:57customer. It's close, but what they
4:58:00think is like we're going to make all
4:58:01these like little microargeting
4:58:03adjustments. It's not true. Now, what we
4:58:06need to do is what ad do I need to write
4:58:10and what do I need to say in my video
4:58:12and what do they need to see so that the
4:58:14algorithm will go you're going for
4:58:16service-based business owners not
4:58:18e-commerce business owners.
4:58:19>> It works the same with organic as well
4:58:20for for search.
4:58:22>> Yep. Yeah, you're exactly right. Right.
4:58:24So, now we need to shift this thinking.
4:58:27This like you spend [ __ ] all time here
4:58:28anymore. you just like you pretty much
4:58:30just do most of the time you just do
4:58:31advantage plus and then Facebook will go
4:58:33yep you're obviously trying to target
4:58:35business owners or in this industry that
4:58:37makes sense so this is the targeting now
4:58:41>> so for this here your uh sweet spot for
4:58:44any business is 12 videos
4:58:46>> 12 is like a general rule of thumb
4:58:48>> okay so 12 videos for how long
4:58:50>> uh like how long you'd run them for
4:58:52>> yeah I'd like go like 12 videos and keep
4:58:54them running for like at least a month
4:58:56>> and a month and what's the intro pro
4:58:59spend per day.
4:59:00>> Yeah, usually I recommend at least in
4:59:02our with you workshops anyway, I
4:59:03recommend people start with if you're a
4:59:05beginner, I recommend starting with $30
4:59:08to $50 a day. Now, that is fast enough
4:59:12you can get leads like same or next day
4:59:14often cases, but slow enough that if a
4:59:17week goes by and you're not happy with
4:59:19it, you haven't burnt hundreds or
4:59:21thousands of dollars and you don't need
4:59:24to optimize as fast. If you do want to
4:59:26see results faster and you do want to
4:59:27test faster and you're feeling a little
4:59:29bit more [ __ ] chadvertising, want to
4:59:30put your nuts on the [ __ ] table, then
4:59:33to spend a couple hundred a day. Because
4:59:35the way you want to think about it is,
4:59:36all right, so if someone is spending
4:59:39$100 a day and someone else is spending
4:59:42$1,000 a day, it takes the first person
4:59:4610 days to learn what the second person
4:59:49will learn in a 24-hour cycle. Now,
4:59:52there is a caveat to that because it
4:59:54depends on like what day of the week it
4:59:56was running, [ __ ] like that. But when
4:59:59you have the cash flow for it and you
5:00:02want to learn faster, just the answer is
5:00:05just spend more on ads. You will learn
5:00:06significantly faster because if you have
5:00:09if we have like a member in the program,
5:00:10they're spending like 30 to 50 bucks a
5:00:12day where they keep coming to advisory
5:00:14calls every day. I'm like, bro, we can't
5:00:16talk about anything. It's like it spent
5:00:1830 bucks overnight. Like, we can't talk
5:00:20about anything. I mean we can talk about
5:00:22it. We shouldn't do anything though.
5:00:23>> So you need to let the science do its
5:00:25thing and the math to math out.
5:00:26>> Yeah. You had to like collect data and
5:00:28then go and then you can look at the
5:00:30numbers.
5:00:30>> Yeah. Okay.
5:00:32>> And then the other thing like I'm kind
5:00:33of getting into basian statistics now.
5:00:35But the other thing is like the law of
5:00:37large numbers. So
5:00:39let's say um like okay so if you flip a
5:00:43coin um a 100 times the first 10 it
5:00:47might be like 70%
5:00:50uh heads 30% tails but if you just keep
5:00:52flicking that flipping that coin
5:00:54eventually it kind of evens out
5:00:55>> to like 50/50 like advertising is very
5:00:58much the same at the start like your
5:01:01results like if this is time and this is
5:01:04like uh I'll just call it results
5:01:07It's going to look like this. But like
5:01:10if you just zoom in to like these three
5:01:12days, like that's a [ __ ] wild
5:01:14fluctuation, right? But if you zoom out
5:01:17to the time frame, it averages out.
5:01:19>> Yeah. And and if the line of best fit is
5:01:22positive, then you're on the money.
5:01:24>> Yep. Let it rip. Don't be a [ __ ] about
5:01:26it.
5:01:26>> Yeah. It's the same as shares.
5:01:28>> Yeah. Just gamble. You just bet on the
5:01:30[ __ ] average. What we'll do now is
5:01:32we'll then talk about a filter for like
5:01:36writing ads. So there was this
5:01:39copywriter who was like the [ __ ] goat
5:01:41for copyrightiting. So Michael
5:01:43Masterson, you can still find this video
5:01:45on YouTube. Actually, just YouTube
5:01:48search like Michael Masterson, the rule
5:01:50of one. And it's a bit of a long speech,
5:01:53but he basically boils down his all of
5:01:55his lessons from all of his decades
5:01:57being a copywriter to like one core
5:02:00principle. And the idea is that one a
5:02:03good ad follows what he refers to as the
5:02:05rule of one. So it follows one idea, one
5:02:09story, one promise, one emotion, and one
5:02:15call to action. What this also prevents
5:02:17happening is having like a Frankenstein
5:02:21ad, which is like you have this ad, but
5:02:24it's like all these kind of different
5:02:26ideas and you got these different
5:02:27stories and you're trying to mash them
5:02:29together. And as the reader reads it or
5:02:31listens to it, if it's a video, it's
5:02:34very uncoisive and their brain's just
5:02:35jumping around. We want to focus on like
5:02:37one idea, one story, one promise, one
5:02:40emotion, one call to action. And the way
5:02:42that I like to think about the idea is
5:02:45like a point that you wrote down in the
5:02:46custom avatar. So remember that diagram
5:02:48before. So let's
5:02:49>> relying on word of mouth.
5:02:50>> Yeah, exactly. So the idea here, this
5:02:53would be like let's say this is ad one
5:02:54is like relying on word of mouth. Now,
5:02:59story. There's a couple of different
5:03:01ways you can do this. One is you can
5:03:03talk through a case study. That's a
5:03:05really, really good one. Another one is
5:03:07you speak to what that person is
5:03:10experiencing. And so, you basically talk
5:03:12through the ad like, you know, you wake
5:03:14up every morning and just hoping one of
5:03:15your customers told a friend they know
5:03:17about you and that person decide like as
5:03:19the person's reading it, they're going,
5:03:21"Yeah, that's [ __ ] exactly what I
5:03:22experienced." Now, this link ties
5:03:24really, really well. Do you remember? Do
5:03:27could you remember what principle this
5:03:28might tie with? Meet them where they're
5:03:30at.
5:03:30>> Oh, yeah.
5:03:32>> So, like you want to repeat back a
5:03:33story. Like your goal with your ads, and
5:03:36I've said this maybe a couple times
5:03:37already over the last couple hours, is
5:03:39like you want to repeat back what's
5:03:41going through their head, the stories
5:03:42that they're telling themselves and go
5:03:45so that they go, "How the [ __ ] are you
5:03:47reading my mind?" Give you a perfect
5:03:48example, actually, cuz this is recent.
5:03:50So me and Aiden now that we're filming
5:03:52or we film our ads, we have to think
5:03:55constantly what's going for our
5:03:57prospect's head and we're at a very
5:04:00unique position where we've spent so
5:04:02much money on ads for the last year and
5:04:04a half that pretty much everyone in the
5:04:06[ __ ] country has seen our ads like
5:04:10that is a business owner at least and
5:04:11even people that aren't [ __ ] business
5:04:12owners because if you spend that much
5:04:13money and just like [ __ ] it who else is
5:04:15here and so now we have to think of ads
5:04:20that are addressing people that are
5:04:24business owners and they pretty much
5:04:26agree with everything that I say except
5:04:28for one thing. So, they agree that they
5:04:29need more leads. They agree that I need
5:04:31more qualified leads. They agree that
5:04:33agencies generally haven't worked for
5:04:35them. There's just like one thing that
5:04:38like hasn't got them over the fence. And
5:04:39so, I didn't tell you, but like the best
5:04:41performing ad from that batch we filmed
5:04:43last week was the one that was like,
5:04:45"You've been sitting on the fence for
5:04:46[ __ ] months, haven't you?"
5:04:48Yeah, because
5:04:50>> my my one is you're stuttering on camera
5:04:52every time you turn it on, aren't you? Y
5:04:53and a lot of people come like say from
5:04:56Yeah, I saw that ad where you're
5:04:57stuttering and I'm like, "Yeah, that's
5:04:58literally me on the camera."
5:04:59>> Yep. Exactly. Right. And so you repeat
5:05:01back their internal monologue, dude. It
5:05:03got like a cost per It's again, it's a
5:05:05very small sample size of data, but it
5:05:08got a cost per schedule for like 20
5:05:10bucks last night.
5:05:11>> Our usual is like for the last month in
5:05:13March has been like $700. far out.
5:05:16>> Again, small sample size of data, but
5:05:18like great indicators. Like
5:05:20>> is that like a kind of moment where it's
5:05:22would be going viral organically and
5:05:25then it's complemented by Andromeda to
5:05:26push to the right people quicker kind of
5:05:30like cuz Facebook's just really really
5:05:32good at predicting like all right
5:05:35Brandon's talking about you've been
5:05:36sitting on the fence for months.
5:05:37>> Yeah.
5:05:38>> This cunt's seen this ad so many times.
5:05:40Try it.
5:05:42So, and then the person read like,
5:05:44"Yeah, you're [ __ ] right." Right. And
5:05:46then one promise, right? So, this is
5:05:49generally speaking like the outcome,
5:05:51right?
5:05:52>> So, what would the promise be for one of
5:05:54your rides?
5:05:54>> One of the promises uh yeah, get more
5:05:57confident on camera.
5:05:58>> Yeah. So, like confidence on camera.
5:05:59>> Confidence on camera and not have to
5:06:02rely on word of mouth. Be able to get
5:06:04inquiries while you sleep. Um whilst the
5:06:07digital digital world um finds Yeah. And
5:06:11the digital people find you.
5:06:12>> Yep. And then emotion. Like pretty
5:06:15simple. We just want to focus on one
5:06:16>> one would be Yeah. I mean the the
5:06:19biggest one people say is they want to
5:06:20buy their time back.
5:06:21>> So like less stress.
5:06:22>> Yeah. Less stress uh or more freedom.
5:06:26>> Now the emotion. Um I'm going to talk
5:06:28about how you can use the rule of one as
5:06:30a filter to look at winning ads and go
5:06:34all right what were the ideas here? So
5:06:36like less stress. What you'll generally
5:06:38find with emotions for ads is I get
5:06:41asked this question all the time like is
5:06:43it better to lean into more positive or
5:06:45more negative emotions. The correct
5:06:47answer is like [ __ ] try both and then
5:06:50Andromeda will figure it out.
5:06:52>> Yeah. But realistically I've seen more
5:06:54negative.
5:06:55>> It depends on industry. So generally
5:06:57speak in my experience and my sample
5:06:58size of data more negative emotions work
5:07:01better for business owners. I think cuz
5:07:02we're more [ __ ] skeptical, been burnt
5:07:04enough times, had like enough negative
5:07:06experience.
5:07:07>> What industry would be a positive one?
5:07:09>> I think fitness that works quite well.
5:07:11I've been told fitness that works quite
5:07:13well.
5:07:14>> I mean, if you're trying to fat shame in
5:07:15your ads, you're not going to go far.
5:07:18>> Well, again, dials, not switches,
5:07:19everything will work to a degree.
5:07:21>> [ __ ] around, find out.
5:07:22>> Yeah, [ __ ] around, find out. Like the
5:07:24other the other point that I'll make
5:07:25with ads is like you want to avoid
5:07:28thinking and this this is supported by
5:07:31like one of my principles and links to
5:07:32it. You want to avoid thinking I don't
5:07:35know if this ad will do very well cuz
5:07:37you had to remember the law of large I'm
5:07:39going to I'm going to write that down
5:07:40because it's so [ __ ] important. Law
5:07:42of large numbers. You have to remember
5:07:47your opinion on the ad is just a sample
5:07:50size of one. So, the number of times
5:07:54where like me and Aiden have filmed like
5:07:56I don't know 30 ads and I've been like I
5:07:59reckon this one's going to rip. I've
5:08:01been wrong like 99% of the time. Like
5:08:04the other 99% of the time, well, the the
5:08:0799% of the time it's the ad. How the
5:08:09[ __ ] did that one work?
5:08:10>> Well, it's the same with the organic
5:08:11stuff. Every time there's been a sample
5:08:13of 30 and the client goes, I really need
5:08:17them to look like this. I'm like, yeah,
5:08:18okay, cool. They're probably not going
5:08:19to work. 99% of them don't random one we
5:08:23make on a whim
5:08:24>> does
5:08:31>> some of them still bomb
5:08:33>> and it's just like okay still the sample
5:08:35size is getting bigger and then over
5:08:36time we'll get to the point where I'm
5:08:38like oh it's that specific thing
5:08:41>> that works the best and then you let it
5:08:43rip
5:08:43>> eventually and then put it as an ad.
5:08:45>> Yeah, exactly.
5:08:46>> Yeah. Um
5:08:48there there's another point I'll make to
5:08:49that as well which I will make in a
5:08:51moment. And then the finally is like the
5:08:52one call to action. So what you want to
5:08:54not do is say something like and to make
5:08:58your inquir click below to learn more or
5:09:00DM us or email us here or like just say
5:09:03like click below to learn. It is always
5:09:05click below to learn more. You're going
5:09:06to have to fight this [ __ ] um I don't
5:09:10know why Facebook does this but like it
5:09:12will have multiple call to actions. So,
5:09:15like you can have a landing page link,
5:09:16but it'll also be like, "Hey, like from
5:09:18time to time, do you just want us to
5:09:19send them to like a WhatsApp number?"
5:09:21I'm like, "No, just [ __ ] one thing,
5:09:23right?" So, one call to action, which is
5:09:26pretty much always click below, learn
5:09:27more
5:09:28>> and not not like find out if you're the
5:09:30right fit or something like that.
5:09:31>> Well, you can get spicy with it. So,
5:09:32what Sophie talks about, cuz Sophie
5:09:34teaches the rule of one during our
5:09:36workshops, uh, when she gets people to
5:09:37write the call to action, she goes, "If
5:09:39you want to make it spicy, you can tie
5:09:42it to an emotion." So rather than click
5:09:44below to learn more, it would be like
5:09:45click below to eviscerate your
5:09:46competitors or something.
5:09:47>> Yeah. Or take the stress away.
5:09:49>> Exactly. Right. Very simple. Don't need
5:09:51to overthink it. But yeah,
5:09:53>> but then the great thing about the rule
5:09:54of one is once you get a winning ad, so
5:09:57let's say this is your winning ad,
5:09:58right? What we do is we look at it
5:10:00through the lens of the rule of one. And
5:10:03so we go, okay, the what was the idea of
5:10:06this ad? So it's relying on word of
5:10:07mouth.
5:10:08>> What was the story? Right. So, maybe
5:10:11that stressful morning was the idea of
5:10:13the story. What was the promise, right?
5:10:16Or even the promise is probably the
5:10:18same, but how he communicated it might
5:10:19have been different. Let's say the
5:10:21outcome of the 2-day with you workshop
5:10:23is you generate your own leads without
5:10:25an agency. There's a there's an infinite
5:10:28theoretically infinite amount of ways I
5:10:30could communicate that. I could say
5:10:32generate your own generate more leads in
5:10:34two days than your agency did in a
5:10:36two-month onboarding process. that says
5:10:37the same outcome just communicated
5:10:39differently,
5:10:40>> right? And then emotion, like was this a
5:10:42positive ad or a negative ad? Was this a
5:10:44stressful ad or an ambitious ad? And
5:10:46then call to action, generally speaking,
5:10:47[ __ ] does [ __ ] all. But what you were
5:10:50saying before were like organic content,
5:10:51like if one piece of organic content
5:10:53does well. It doesn't necessarily mean
5:10:55run that exact piece of content as an
5:10:58ad, but what I would do is look at this
5:11:03and this.
5:11:04>> Yeah. take the first part and also the
5:11:07core essence of the video.
5:11:10>> Yeah.
5:11:10>> And then strip it down and break it down
5:11:12and go right can we make that again in a
5:11:15different way but the same way.
5:11:16>> Yeah. Right.
5:11:17>> Well, yeah. Because we want the idea and
5:11:19the story. I mean the promise for sure,
5:11:21the emotion you can look at as well.
5:11:22It's generally one of these things.
5:11:24>> I look at organic content as an
5:11:26indicator for what can do well as an ad.
5:11:29I generally speaking don't run that
5:11:31piece of organic content as an ad
5:11:34directly. The reason for that is
5:11:36generally speaking the language that
5:11:39you'll use in your organic content is to
5:11:42appeal to a very very wide audience.
5:11:44>> Y
5:11:44>> whereas ads we want to change the
5:11:47language to more committed than curious
5:11:49which is one of the principles that we
5:11:50spoke about and we're going to speak
5:11:51about it in more detail again. Now
5:11:53>> your organic content doesn't have a call
5:11:55to action anyway. So then when it does
5:11:58well and you repurpose it as an ad,
5:12:00you'll have to re-record it anyway
5:12:03>> and then add the things that you need
5:12:05>> and again like everything will work to a
5:12:07degree. So when I'm saying I won't run
5:12:10organic content as ads, I'm not saying
5:12:12it won't work at all. It will work to a
5:12:14degree. I'll give you a perfect example.
5:12:16So when um I started doing webinars last
5:12:20year, I just couldn't I just wanted to
5:12:22test like did people want to [ __ ]
5:12:23register for this at all? And so before
5:12:25me and Aiden filmed dedicated ads for
5:12:27it, I just built the landing page for
5:12:29the webinar and just pulled random reels
5:12:31off of my Instagram about internet
5:12:33marketing and just changed the copy and
5:12:35it worked to a degree and I was like,
5:12:37"All right, it could do better if I
5:12:38filmed dedicated ads for it." Then when
5:12:40I filmed dedicated ads for it, it was it
5:12:42did so much better. Right. So that can
5:12:44be a pretty quick and dirty way of
5:12:46testing ads. It's going, "Fuck it. This
5:12:48real did well. Let's see what happens."
5:12:50>> Yeah. I've got a when I was doing my
5:12:52wedding photography stuff, it was all
5:12:54just organic. Booked it out for two
5:12:55years
5:12:56>> and I was always curious to go what if I
5:12:59ran it as an ad. Yeah.
5:13:00>> Then I started seeing wedding
5:13:02photography video ads repurposed from
5:13:05skids.
5:13:06>> Yeah.
5:13:06>> They're all ripping. They're all
5:13:08smashing it. Now there's
5:13:10>> wedding photography ad agencies out
5:13:11there. It's crazy.
5:13:13>> All right. So, now that we've covered
5:13:14the rule of one, what we'll talk about
5:13:16is the hooks of the ads. Now, this is by
5:13:20far, you know, the Yeah. Fredo
5:13:22principle, like you get 80% of the
5:13:24outcome from 20% of the inputs. The hook
5:13:28is by far the 20% that gets you like 80%
5:13:31of the results.
5:13:32>> Now, the reason for that, we're going to
5:13:33talk about hooks here. And I'm speaking
5:13:36both in terms of videos, so what you say
5:13:39in the video, and also the primary text.
5:13:41So, what we say,
5:13:41>> so the title,
5:13:42>> yeah, the copy, right? So the reason the
5:13:45hook is the like 20% that gets you the
5:13:4980% of the impact is let's say this is
5:13:53your written ad. It's lines and lines
5:13:55and lines and lines and lines and lines
5:13:57of text. There's a see more button like
5:14:01two to depending on the size of the
5:14:03characters. That means they pretty much
5:14:05just see this and then if it's Instagram
5:14:08they like just see that without having
5:14:11to click which remember clicking is
5:14:13physical resistance one of my principles
5:14:15to reveal the rest of this. So 100%
5:14:19of people read this section less than
5:14:23100% of people will read this section.
5:14:26Right? So what you say here has to do a
5:14:29number of different things and I'll talk
5:14:30about that in a second. And then in
5:14:32terms of the video, let's say this y-
5:14:35axis is retention and this x axis is
5:14:38time. Your retention curve is going to
5:14:41look a little bit something like that.
5:14:42And then this is 50%. 50% of people are
5:14:45going to drop off at 1.8 seconds. And so
5:14:48you have to do a lot of heavy lifting in
5:14:50like 3 seconds.
5:14:52>> Yeah. So that's just the cross
5:14:53correlation between written and video
5:14:55and then
5:14:56>> exactly
5:14:56>> complenting both of them together.
5:14:58>> Yeah. It's lower physical and
5:14:59psychological resistance. Like this is
5:15:01like the video equivalent to this.
5:15:04>> You know what I mean?
5:15:05>> And so there's a couple things that your
5:15:06hook needs to do.
5:15:08>> So firstly, it needs to spark curiosity.
5:15:14So they go, what is this? However, what
5:15:17it also needs to do is it needs to have
5:15:21committed language. Now, this is by far
5:15:25the most impactful thing you can do when
5:15:28it comes to improving the conversion
5:15:31rate of your landing page. And the third
5:15:33thing it needs to do is filter for shoot
5:15:37clicks. So, what we're going to do now
5:15:40is we're going to go through for you.
5:15:42We're going to go through an example of
5:15:44just how we can go through each of
5:15:45these. And you can go through like when
5:15:48you eventually master this um you can
5:15:50you can do it all in one take. But just
5:15:52so I can show you the process, we're
5:15:54going to do it step by step. So if you
5:15:56had to spark curiosity for your offer,
5:16:00just give me a sentence. So talking
5:16:01about content, so how do you spark
5:16:03curiosity about content creation?
5:16:05>> You're a business owner who only who is
5:16:08only relying on word of mouth.
5:16:10>> That does a great job of sparking
5:16:13curiosity. However, what you'll, in my
5:16:17experience, see happen is people will
5:16:20click this because they go, I'm a
5:16:21business owner with like good word of
5:16:23mouth, but it doesn't set the
5:16:24expectation. Remember, setting
5:16:26expectations is one of our principles
5:16:27that when they get to the landing page.
5:16:29So, let's say if you, and I want you to
5:16:32pretend you don't know what your offer
5:16:33is. If you just read and you didn't read
5:16:37anything down here about the offer, you
5:16:39just read, "Are you a business owner
5:16:41relying on word of mouth?" Tell me all
5:16:43the things you think that could be on
5:16:45Earth. You know, it's organic content. I
5:16:48could think that it's ads.
5:16:49>> Yeah.
5:16:50>> I could think that it's email marketing.
5:16:53>> I could think that it's starting a
5:16:54YouTube channel
5:16:55>> or an agency.
5:16:56>> I could think that it's an agency. I
5:16:58could think that it's a podcast.
5:17:00>> Yeah. Okay.
5:17:01>> There's so many different things. And
5:17:04then only a small segment of the people
5:17:05clicking were even thinking it was
5:17:07organic content. And so what you'll see
5:17:09happen here is and we'll talk about what
5:17:12a high click rate link click rate is is
5:17:14you'll get a really really high link
5:17:16clickthrough rate here like probably
5:17:17like 2 and a half%. But you'll have a
5:17:20really really poor conversion rate on
5:17:22the landing page because they go I'm a
5:17:23business owner relying on word of mouth
5:17:25and then they see content I thought it
5:17:27was [ __ ] podcast and then they just
5:17:28bounce. So we did that but we didn't do
5:17:31this. So committed language, what we
5:17:33need to do now is we need to add
5:17:36language that implies like what the
5:17:39mechanism is and they can safely assume
5:17:42they're going to need to apply for or
5:17:44contact them. My cheat for this one is
5:17:47just try and find a way to embed the
5:17:50word clients or members or in your
5:17:53instance like workshop attendees into
5:17:56this sentence. So, if you just had to
5:17:58put the word, pick whatever [ __ ] word
5:18:01you want, like clients or members or
5:18:04>> let's just go workshop attendees.
5:18:05>> Yeah. So, how do you remix this sentence
5:18:08to just embed that into it?
5:18:09>> Are you a business owner looking for a
5:18:11workshop that teaches you something
5:18:14other than relying on word of mouth?
5:18:16It's a bit wordy though.
5:18:17>> Yeah. So, that one's a bit long. Well,
5:18:19useful tip by the way. It would be
5:18:20easier if I wrote this. Um, I think we
5:18:23spoke about this before like last week.
5:18:25Much easier. And this is useful for
5:18:27everyone else as well. When you're
5:18:28drafting copy, it's way easier to write
5:18:31down your shitty draft
5:18:33>> rather than trying to bounce it around
5:18:35in your head because when you see the
5:18:36words down on the page and go, "Oh yeah,
5:18:38I just changed this." So if I was to do
5:18:40this, I would do something like,
5:18:42>> so we want to embed the word workshop
5:18:44attendees after these two days. Business
5:18:48owners don't need to rely on word of
5:18:49mouth. Now, when you just read this at
5:18:52face value, it doesn't seem like it's
5:18:54doing a lot, but there's a lot of things
5:18:56that get implied by just this. Like, for
5:19:00example, if I say it's 2 days, we pretty
5:19:03immediately pretty safely immediately
5:19:06assume that this is a workshop or an
5:19:08event. A couple other things happen as
5:19:10well. Now, we expect when we just read
5:19:13that the landing page we're going to is
5:19:16probably going to be about these two
5:19:17days.
5:19:18>> Mhm.
5:19:18>> Right. If we wanted to do these again, I
5:19:21do after these two days creating
5:19:23content. I'm gonna add that. After these
5:19:25two days creating content, business
5:19:27owners don't need to rely on word of
5:19:29mouth.
5:19:29>> Mhm.
5:19:30>> Right. Because if I just pretend I
5:19:32erased that again. After these two days,
5:19:35business owners don't need to rely on
5:19:36word of mouth. We've hit the event
5:19:38thing, but we can still think like, oh,
5:19:39you're going to teach me ads? Are you
5:19:40going to teach me how to start a YouTube
5:19:41channel? You're going to teach me how to
5:19:43start a podcast. But if I say after
5:19:45these two days creating content,
5:19:47business owners don't rely on word of
5:19:48mouth. Now we've set that expectation.
5:19:51That makes sense because it's all very
5:19:52very subtle language changes.
5:19:54>> And it feels like well the committed
5:19:55language is there too.
5:19:57>> Yeah. Exactly. Right. So now we've got
5:19:58committed language because with this
5:20:00first one sometimes people will click it
5:20:02think it's like a [ __ ] blog article
5:20:03or some [ __ ] like that. People are
5:20:05[ __ ]
5:20:06>> and and the sheet clicks is also gone
5:20:09because ah it's two days it's creating
5:20:11content and it's a business owner. Well,
5:20:14are there industries that you don't work
5:20:15with? So, you don't work with e-commerce
5:20:16businesses, do you?
5:20:17>> I try to avoid the Yeah. e-commerce or,
5:20:20you know, the drop shippers and the real
5:20:22estate.
5:20:22>> So, we want So, we want service-based
5:20:24business owners that need leads.
5:20:26>> Yeah.
5:20:26>> So, what I would do is after these two
5:20:29days creating content, business owners
5:20:31don't need to rely on word of mouth for
5:20:32leads because let's think about again,
5:20:35let's just think about just this. Sorry.
5:20:39>> Yeah. I mean, word of mouth,
5:20:40>> it's not really an e-commerce thing, is
5:20:42it? No, but they they'll still click it.
5:20:44Or you might find that like you run it
5:20:47like without the four leads thing. Yeah.
5:20:49>> And they go, "Oh, this is close enough."
5:20:51>> But yeah, the four leads, it's like,
5:20:53"All right, it's service based clearly."
5:20:54Yeah.
5:20:55>> And if they still click it, then the
5:20:57landing page will
5:20:59>> will
5:21:00>> Yeah. You can even change it as well,
5:21:02like referrals.
5:21:03>> Yeah.
5:21:04>> So referrals is pretty specifically a
5:21:06service-based business on a turn of
5:21:08language.
5:21:09>> Yeah. Um, very very uncommon to hear an
5:21:13e-commerce business uncommon and again
5:21:15not never uncommon for a bis e-commerce
5:21:17business owner to refer to like
5:21:19referrals. Referrals is very much a
5:21:21service-based business owner language.
5:21:23And again, this is tying back to what I
5:21:25was speaking about the other day about
5:21:26like using the same language as your
5:21:29customer. That's another way to filter
5:21:30for [ __ ] clicks,
5:21:32>> which was I gave that example before. We
5:21:34had that like hotspot company, but
5:21:36people thought it was like an iPhone
5:21:38hotspot. It's like, "No, it's like 2 and
5:21:40a half grand a day." So, we use like
5:21:42deliberately tech jargon heavy language
5:21:45so that normies like you and I read it
5:21:47and clearly [ __ ] not for me and keep
5:21:51scrolling. So, there's a couple more
5:21:53ways you can filter for [ __ ] clicks. So,
5:21:55essentially what's going to happen is
5:21:56you're going to get leads in. They're
5:21:57going to get to the sales call and the
5:22:00sales call is going to be a lag
5:22:01indicator for something that is
5:22:03happening usually like the first first
5:22:06like sentence of the ad. So, can you
5:22:08think of any other examples of like [ __ ]
5:22:11leads that you would want that you would
5:22:12not want? Sorry.
5:22:13>> Uh, easy one. I don't want people with
5:22:15no money. I want
5:22:17>> established businesses.
5:22:18>> Yeah. So, like financial qualification,
5:22:20>> yeah,
5:22:21>> is a very common one both in B2B and B
5:22:24TOC. So, there's a couple different ways
5:22:26you can go about this. So, I'll give you
5:22:27a B TOC example first. So, business
5:22:30customer, easiest way is just mention
5:22:32them having a job. You basically want to
5:22:35in the first sentence of your ad, you
5:22:37want to mention a situation that someone
5:22:39will only find themselves in if they're
5:22:42financially qualified. So like for
5:22:44example, saying like despite having a
5:22:46busy 9 to5 or this is how busy
5:22:49professionals are achieving XYZ
5:22:52>> or um you know even when they have to um
5:22:56have to make it to work by 9:00 a.m. or
5:22:58something like that. So all the people
5:22:59on send link are like oh I don't have
5:23:01that problem and less of them not none
5:23:03less of them will click right. So for
5:23:06example like industry set I think a lot
5:23:08of my ads will say like you can't it's
5:23:10difficult to uh make it as a full-time
5:23:13music producer when you've got a busier
5:23:15juggled juggle a busy day job.
5:23:17>> I'll just call it employed people
5:23:18scenarios. B2B example you can
5:23:22explicitly mention revenue. I just think
5:23:25it's very uncreative. What you can do
5:23:28instead is you mention like revenue
5:23:32bracket scenarios.
5:23:35So let's say for example actually you're
5:23:38probably going to encounter this. Do you
5:23:39want to like what's the minimum size of
5:23:42business that you would want to work
5:23:43with?
5:23:43>> Uh ideally 2 million plus rev or they
5:23:48have at least 10 staff.
5:23:50>> Yeah, 10 staff. Right. So just getting a
5:23:53little bit into the details. So, if
5:23:54they've got 10 staff, let's say they're
5:23:57making
5:23:5810 staff times they're making like 80
5:24:01thou 80k a year. So, they've got
5:24:04$800,000
5:24:06peranom in wages and salaries. Yeah. So,
5:24:09they've got 2.4 Hey, you knew this. Go
5:24:12on. Aiden's learned this. So, they've
5:24:14got they're probably doing 2.4. It's
5:24:17pretty much [ __ ] bang on. $2.4
5:24:19million
5:24:21um a year. So, the way that I work that
5:24:23out is in a service-based business,
5:24:24generally speaking, and I learned this
5:24:26the hard way. This is why I got [ __ ]
5:24:27a quarter million dollar atto debt two
5:24:29years ago. So, like,
5:24:30>> here comes a rant.
5:24:32>> Yeah. So, generally speaking, if the
5:24:36business is being operated by someone
5:24:38that [ __ ] learned this, their wages
5:24:40is like onethird
5:24:42of their revenue. Generally speaking, I
5:24:45had it like 2/3 and that's how I ended
5:24:46up with crypto debt. Um, so they're
5:24:49probably doing 2.4 4 mil a year in
5:24:52revenue, right? So that's pretty much
5:24:53bang on. So you're correct by saying
5:24:55like, "Yeah, they probably got 10
5:24:56staff." So what you could do is try and
5:24:59embed into the language that you either
5:25:01say in the hook either in the primary
5:25:03text or in the video like you're already
5:25:05managing a team of 10. Like you don't
5:25:07have you think you don't have time to
5:25:08make content. So the soloreneurs that
5:25:10are just starting out are going, "Oh,
5:25:12this probably isn't."
5:25:12>> I like how this can segue into like that
5:25:15first line being a meme almost. Like is
5:25:18it a meme that's relatable? If you
5:25:20translated that first line into, you
5:25:23know, those videos where it's like seven
5:25:25seconds and it's like a text above.
5:25:27>> Yeah. Yeah.
5:25:27>> If if that makes sense.
5:25:29>> Yep.
5:25:30>> Then that can
5:25:30>> they want to be able to see themselves
5:25:32specifically in like that exact
5:25:34scenario.
5:25:34>> And that meme format is obviously a
5:25:37great organic play, but I can see how
5:25:39that translates into this first section
5:25:42>> and then it can apply to any scenario,
5:25:45even B2B.
5:25:46>> Yeah. What you'll find is like I'm in an
5:25:48interesting stage in my I suppose
5:25:51marketing
5:25:52>> arc story arc.
5:25:54>> Yeah. Where you start saying and this is
5:25:57a [ __ ] massive side tangent by the
5:25:59way.
5:26:00>> So like I'm trying to learn philosophy,
5:26:02right? Okay. So philosophy is just the
5:26:04study of wisdom, right? And then you get
5:26:06into like different you get into
5:26:08different categories. So like philosophy
5:26:10is considered like the father of
5:26:12psychology. And then psycho underneath
5:26:14psychology you have influence and
5:26:17influence can go in like so many
5:26:19different d like an infinite amount of
5:26:20different directions
5:26:21>> and influence can go to manipulation.
5:26:23>> Yeah. Like you got like you got like
5:26:25market so like if we just go like by
5:26:26marketing and sales
5:26:29>> manipulation
5:26:30>> there there's well there's a there's a
5:26:31crossover, right?
5:26:32>> Yeah.
5:26:33>> So like you imagine them like a ven
5:26:34diagram. So, if you're really good at
5:26:37marketing, you're generally really good
5:26:38at sales and and and vice versa because
5:26:41there's this kind of gray area
5:26:43crossover. And then even more so, like
5:26:47by studying psychology, it's like now it
5:26:50looks like a dick. But now, like by
5:26:53studying psychology, you kind of cover
5:26:56both of these. But then what I'm
5:26:58noticing by studying philosophy is it
5:27:02kind of encompasses like everything
5:27:04because like philosophy is the father of
5:27:07the Am I going like too deep now? But
5:27:10>> I understand.
5:27:10>> Yeah. Yeah. Yeah. Because like I'll go
5:27:12for drives with Malik who's like my
5:27:14philosophy coach and I'm I'm not trying
5:27:17to learn about marketing or sales. I'm
5:27:20trying to learn about philosophy and
5:27:22critical thinking
5:27:24>> and I just know that naturally it will
5:27:26it will help me with these.
5:27:28>> So for example like we we went for a
5:27:29drive and I want I wanted to talk about
5:27:32the idea of how beliefs are formed.
5:27:36>> So like you and I have very different
5:27:38views of the world. Okay. So like extend
5:27:41from this one right? So if this is this
5:27:43is my view of the world and this is your
5:27:47view of the world. We have a natural
5:27:49cross. It's going to be more than that,
5:27:50but we have a natural crossover on how
5:27:52we view the world. However, if you and I
5:27:54ever have a disagreement, it's because
5:27:56it lies either here or here because
5:27:59generally speaking, humans have to go
5:28:01through life assuming their view of the
5:28:03world is correct. Generally speaking,
5:28:06dials, not switches. And so when if we
5:28:10ever have a disagreement, it's because
5:28:13given what you know about the world and
5:28:15how it works and how it operates, you
5:28:17are correct. However, I don't see it
5:28:19from your perspective. And so, I think
5:28:20that you're a [ __ ]
5:28:22>> And so, what we need to do is like merge
5:28:26these two worlds together, which is
5:28:28essentially influence,
5:28:32right? And so, what I was talking about
5:28:33with Malik is that, and we posted a real
5:28:36about this that did well, is humans
5:28:38don't go through life only forming their
5:28:42beliefs based off of evidence. So, like,
5:28:45and I talked about how like if you go to
5:28:47our landing page, there's so many
5:28:48[ __ ] testimonials for with you that
5:28:51logically it you're kind of stupid if
5:28:54you don't do it. But people don't form
5:28:56their beliefs just based off like these
5:28:58testimonials. They look at every they go
5:29:01through like their [ __ ] childhood
5:29:02trauma. They think about a course they
5:29:04bought in 2017 that was a scam. They see
5:29:06that I drive a super car. I go, "Supcars
5:29:08are what scammers drive." So they just
5:29:10do pattern recognition which is
5:29:12essentially just [ __ ] core celer bro
5:29:13racism. They just put two and two
5:29:15together
5:29:17going on a rant now. So they form
5:29:19everything based on like all of this and
5:29:21then like underneath philosophy is like
5:29:23critical thinking but you had to
5:29:24understand like how other people think
5:29:25as well. So like philosoph like Malik's
5:29:27also a debating tutor and a debating
5:29:29coach and all marketing is like I was
5:29:31saying is is just debating at scale
5:29:33>> and influence and all of the rest.
5:29:34>> How did I end up here?
5:29:36We were talking about memes,
5:29:42>> but No, but I get it because if we go
5:29:45back to the overlap, right? I want to
5:29:49figure this one out. I actually care
5:29:51more about what you think if you're a
5:29:53customer because then I need to relate
5:29:55to that. I need to influence that
5:29:56belief. Exactly.
5:29:57>> But if the overlap happens and the
5:29:59circles are closer together, the
5:30:01influence is easier.
5:30:02>> Yeah. Exactly. Like you need to again
5:30:03this like like meeting them. If I had to
5:30:06draw what meeting them where they're at
5:30:08looks like,
5:30:09>> it looks like taking that arc and just
5:30:11drawing it there.
5:30:12>> Yeah, right.
5:30:13>> Pretty much.
5:30:13>> Rather than like drawing it further.
5:30:15>> You need to understand your customers
5:30:17cuz if you don't understand your
5:30:18customers, what the [ __ ] are you doing?
5:30:19>> Yeah. And we're trying to like we're
5:30:21trying to expand this. Okay. So, let's
5:30:23pretend you're you're a prospect and I'm
5:30:25trying to advertise to you. I need to
5:30:28>> maximize this middle real estate as much
5:30:30as I possibly can. I need to understand
5:30:32your view of the world. But I need to
5:30:34understand your view of me. I need to
5:30:36understand your view of the industry.
5:30:37And I just need to [ __ ] repeat back
5:30:39to you this middle section.
5:30:41>> Different ways, different analogies,
5:30:43different anecdotes, different pain
5:30:44points, all of these things.
5:30:45>> Yeah. And then sometimes all it takes is
5:30:48just one point over here that they don't
5:30:50agree with for them to go, "No, not
5:30:52doing it."
5:30:53>> And that's fine.
5:30:55>> That's okay. Not everybody's going to go
5:30:57yes with it. And not everybody wants the
5:31:00done with you thing. They want it done
5:31:02for you.
5:31:03>> Yeah. You don't do that
5:31:03>> because eventually like what's going to
5:31:05happen actually this this is a good side
5:31:06tangent, right? So every like let's
5:31:09pretend this bell curve is like all of
5:31:11your customers, right? These people are
5:31:13like super super hot. Like they already
5:31:15know like they're essentially the the
5:31:17equivalent to like this in the funnel,
5:31:20right? Is like these people here. You
5:31:22have people that are like two standard
5:31:24deviations
5:31:25above like median intent, right? But 66%
5:31:29of people is it 66? It's like 66.6.
5:31:3266% of people
5:31:35>> two heads.
5:31:36>> Yeah. Sit like one standard deviation
5:31:40left or right of average. Right. And
5:31:44then you have these people down here.
5:31:45They're just [ __ ] never going to buy
5:31:47ever. Now, when you first start
5:31:48advertising, you're going to be
5:31:50advertising to these people here. That's
5:31:52why like the first couple leads you get
5:31:54in, they're super cheap. They're super
5:31:55super hot. Like they're just [ __ ]
5:31:56they're layup deals. And then the
5:31:59algorithm will start pushing it to
5:32:00colder and colder audiences. So
5:32:02essentially going up the funnel and you
5:32:05had to meet them where they're at,
5:32:06right? So if someone is over here, they
5:32:08are less than interested, less than
5:32:10average interest. We had to think like
5:32:12what are all the things that are going
5:32:14through their head? Well, for one,
5:32:15they're not going to go to very much
5:32:17physical or psychological resistance to
5:32:18talk themselves into it because their
5:32:21view of the world is they are correct.
5:32:22They have a very different view of the
5:32:24world to these people. And so you can't
5:32:27run the same ads to these people as you
5:32:29do for the these people are the ads that
5:32:31are like, "Are you a male aged 18 to 24
5:32:34in the South Perth area that wants to
5:32:36lose 12 kilos in 12 weeks?" They're
5:32:37like, "Yeah, that's me." And then it
5:32:38goes to them. If you show that ad to
5:32:40these people, they were like, "No, not
5:32:42[ __ ] me." These people need to see
5:32:43something different. They need to see
5:32:45something like, "Do you [ __ ] wake up
5:32:46in the morning and see your your what do
5:32:48they call it? Uh like a like a trady
5:32:50gut." They go, "Oh, yeah. I'm
5:32:52experiencing that." And then what we're
5:32:54doing in marketing is we're slowly like
5:32:57step by step pulling them
5:32:59>> the Now if they're slightly different
5:33:02zones like the tradey in the morning or
5:33:04the 18year-old
5:33:06>> Yeah.
5:33:06>> Um if you run two ads, one's catered to
5:33:10them and one's catered to them.
5:33:11>> Mhm.
5:33:12>> Do you run the risk of them seeing the
5:33:13other ad?
5:33:14>> Yeah, that'll definitely happen. But
5:33:16Androme is pretty good at like matching
5:33:17the right ads with the right people.
5:33:19>> This is also, now that I'm just doing
5:33:20this out, this wasn't planned, by the
5:33:22way. This is also basically the same as
5:33:24like a buyer readiness scale. So like
5:33:26zero is like don't know I have the
5:33:28problem, don't know I have the solution,
5:33:29don't know who you are, don't [ __ ]
5:33:31care. 10 is like a customer. It's like
5:33:34yeah of the two what are you leaning
5:33:36towards Visa Masterard or you rack up
5:33:39points, right?
5:33:40>> And so all we're doing in our
5:33:41advertising is like what do I need to
5:33:43see if you're a [ __ ] three out of 10
5:33:46here? What do you need? What's your
5:33:48viewer to three? And what do I need to
5:33:51tell you and communicate to you to get
5:33:53you to a four, to get you to a five?
5:33:55>> And how do you get that data from the
5:33:57three?
5:33:58>> What do you mean?
5:33:58>> Like how do you get the how do you begin
5:34:02to farm the data to
5:34:05>> uh to see like what they're thinking?
5:34:06It's just running [ __ ] loads of
5:34:08different tests.
5:34:08>> Yeah.
5:34:09>> Um
5:34:10>> and that's that's the game.
5:34:11>> Yeah, that's the game. You're just
5:34:12running you're running a bunch of little
5:34:13bets.
5:34:14>> So like
5:34:15>> when me and Aiden were filming,
5:34:18>> what last week? Aiden, we were filming.
5:34:20We filmed like maybe a dozen ads or
5:34:22something like that. All we did was just
5:34:24like for the couple days beforehand. We
5:34:25were just thinking, all right, everyone
5:34:28has seen our ads a lot, but I can't just
5:34:32keep talking about relying on word of
5:34:33mouth agency exodus. Like, they've seen
5:34:35all of that, right? There's something
5:34:37that these people haven't seen to push
5:34:40them like, [ __ ] it, maybe brand's wrong.
5:34:42Is is it worth uh in ter in terms of
5:34:46comparison, isn't it worth focusing more
5:34:49on the hot style of content for the hot
5:34:52leads that haven't maybe seen you yet
5:34:56versus trying to figure out the threes
5:34:58and converting them?
5:34:59>> You do a mix anyway. Like you like when
5:35:01you have like you can have a maximum of
5:35:0350 ads in your adset. Um, and sure you
5:35:07can and I do send like
5:35:12more skeptical ads and testimonials to
5:35:14the hotter leads
5:35:15>> like people that I know have engaged
5:35:17with me on Facebook, Instagram, hit a
5:35:18pixel or something like that.
5:35:19>> Yeah.
5:35:19>> And then the big advantage plus broader
5:35:21audiences is just like [ __ ] it. Here's
5:35:2350 ads and just let Andromeda figure it
5:35:25out. If you like to save your seat for a
5:35:26workshop, there'll be some links in the
5:35:28description. One of the most valuable
5:35:29things that a lot of our members say is
5:35:31not just the workshop. Actually, we just
5:35:32got a Google review mentioning this like
5:35:34an hour ago. I got the notification on
5:35:35my phone saying the 2-day workshop was
5:35:37good, but what was really overwhelming
5:35:38was the 6 months of support that they
5:35:40got afterwards and just how much support
5:35:42there is. Because we have so many team
5:35:44members covering so many [ __ ]
5:35:46callers, you often can't go more than
5:35:47[ __ ] 90 minutes without being able to
5:35:49talk to one of us directly on Zoom. One
5:35:50of the benefits to Zoom is you can we
5:35:52can request to remote control your mouse
5:35:54and you can see us like optimize your ad
5:35:56accounts for you and go through that
5:35:57process. And so if you want that level
5:35:59of support, there'll be some links in
5:36:00the description.
5:36:01>> Oh, that's the other thing. So looping
5:36:03back to this but people's view of the
5:36:06world have to be right. So you have to
5:36:08say something that they agree with. I
5:36:10mean again Dance which is arguing can
5:36:13work as well but you need to repeat back
5:36:15to them something back to them which
5:36:17they know is true. So for example the ad
5:36:19that we filmed the other day that's
5:36:20doing really really well. It's like
5:36:21you've been sitting on the fence for
5:36:22[ __ ] months, haven't you? Some of you
5:36:24have been sitting on the fence for this
5:36:25for years. And then people are like yeah
5:36:27[ __ ] it. You're right.
5:36:29and then they're like, "All right, I
5:36:31agree with you on that one." And so it's
5:36:33like a microaggreement. It's very
5:36:36similar to um you ever been to like one
5:36:38of those like free seminars, those free
5:36:40business seminars, and you'll notice
5:36:42what the what the presenter does is is
5:36:44before they ask for the big ask at the
5:36:46end for like their [ __ ] $10,000.
5:36:48>> They get you on a a round of yeses over
5:36:51and over and over.
5:36:52>> Yeah. They do like all these like
5:36:53microaggments. So they'll get I do it in
5:36:55webinars, like I get people to put stuff
5:36:56in the chat. I get people to raise their
5:36:58hand. And so it's all these like micro
5:36:59compliances that just add up. And
5:37:02advertising is very much like the same
5:37:04thing. Like I'm getting you to click
5:37:05this ad and then I'm just I'm not even
5:37:07asking for your contact details. I'm
5:37:08saying like which best describes you and
5:37:10then like what industry are you in? And
5:37:12then like revenue. It's like oh just
5:37:13name and then I'll just email and now
5:37:16phone number and we book a time now and
5:37:18now I need you to show up for the call
5:37:20and then even even on the sales call
5:37:22like like what do we do? We don't start
5:37:24with a pitch. We like meet them where
5:37:25they're at like so just tell me about
5:37:26your story situation. what's been
5:37:27happening. And then we and then we dive
5:37:29into that a little bit more. Then we
5:37:30dive into that a little bit more. And
5:37:31then we're just like literally like the
5:37:33entire process from like the ad that
5:37:35they see to like like Visa, Mastercard
5:37:37or you want to rack up some points or an
5:37:39MX. It's just like all these little like
5:37:41micro commitments and all it's doing is
5:37:43just like click click click click.
5:37:46>> That's the art of it. Click
5:37:47>> and that's the art of going from
5:37:48marketing to sales and back again and
5:37:50then nailing that overlap. essentially
5:37:53getting these two circles to merge into
5:37:55one.
5:37:56>> Because if you do your marketing right,
5:37:59that three can convert to a 10 by the
5:38:02time they get to your sales call.
5:38:03>> Yep. Exactly. Okay. So, we talked about
5:38:06hooks.
5:38:06>> Now, we need to talk about the body. So,
5:38:08the body is is this section here.
5:38:10>> I think people in my in my humble
5:38:13opinion, which is correct, uh people
5:38:16people put way too much effort into the
5:38:18body. They go like, "Oh, is this the
5:38:20right thing?" Blah blah blah blah.
5:38:21Again, everything will work to a degree.
5:38:23There's a couple different formats that
5:38:24you can use. I generally avoid just
5:38:28feature dumping and going, you get this,
5:38:30you get this, you get this, you get
5:38:31this, you get this. I like to focus on a
5:38:33story. And so, I like to be able to tell
5:38:35a story
5:38:35>> because it's real.
5:38:36>> It's more emotion. It's more emotional,
5:38:38too. Like,
5:38:38>> it's believable.
5:38:39>> Yep. Like, if we remember the like
5:38:41thinking brain, being brain concept of
5:38:43like thinking fast, thinking slow.
5:38:45>> Yeah.
5:38:45>> Um, it's significantly more engaging to
5:38:47just tell someone a story. Whatever
5:38:49whatever testimonials you put in your
5:38:51your ads, I I see them resonating the
5:38:54most because
5:38:55>> you're not talking about yourself,
5:38:57you're talking about a story of someone
5:38:59that you've helped who has gotten
5:39:01results.
5:39:02>> Yeah, exactly. You can do first person,
5:39:03you do third person. Don't worry about
5:39:04it too much.
5:39:05>> What about the ones that don't have
5:39:07those testimonials or a story to tell?
5:39:09>> Oh, yeah. That's fine. You you can still
5:39:11tell a story about like me and where
5:39:12they're at. So like a testimonial is
5:39:14talking about the end result, right? So,
5:39:16if you just don't have a story to tell
5:39:19about the end result, just tell a story
5:39:20about like their [ __ ] morning they
5:39:22woke up, they checked their emails, they
5:39:23didn't have any leads, etc., etc., etc.
5:39:26Um, that can still work. Again, like DS,
5:39:28not switches, like businesses will work
5:39:30that have zero testimonials.
5:39:31>> It's just they will definitely work
5:39:33better when they have testimonials.
5:39:34>> Yeah. And it's just like that first
5:39:36breakthrough point. Don't get
5:39:38discouraged because you don't have any
5:39:39clients yet. you start a business, but
5:39:41once you do have clients and you've done
5:39:43well with them,
5:39:44>> grab their testimonials and repurpose
5:39:46that into this.
5:39:47>> Yeah. Like our whole business is
5:39:48optimized for getting testimonials.
5:39:50>> Yeah. And and do you recommend that for
5:39:52every business?
5:39:53>> Yeah. There's uh the one exception to
5:39:55that though is like if you're a medical
5:39:58business in Australia, you're monitored
5:40:00by this thing called ACPA.
5:40:01>> Yeah.
5:40:02>> Um and so you can have reviews and
5:40:04testimonials. It's just very careful
5:40:07language you have to use. Yes. Well, you
5:40:08don't have to because I've had this
5:40:10problem with with medical clients
5:40:12before. They don't have to te use
5:40:15testimonials. They can just do stories.
5:40:18>> Yeah. Exactly.
5:40:19>> Specifically what happened?
5:40:20>> Yep.
5:40:20>> But not promise and outcome because
5:40:22that's what you're not allowed to do. So
5:40:23with the body, no. So storytelling,
5:40:27correct? Um is there a way to structure
5:40:29that?
5:40:30>> Um yeah, just simple beginning, middle,
5:40:32and end. A question. Another question I
5:40:34get asked all the time as well is how
5:40:36long should it be? And it really is like
5:40:37a how long is a piece of string. I used
5:40:40to write really really long ads, but one
5:40:43of the things you kind of had to accept
5:40:44being a member of the human race and
5:40:46trying to advertise to the human race is
5:40:49like the concept of like we're in a
5:40:51number of recessions, but one of them is
5:40:53an attention recession. And so if I have
5:40:56to write lines and lines and lines and
5:40:59lines of text, generally speaking, most
5:41:02people won't read it. And so I want to
5:41:03get as many I want my copy to be kind of
5:41:06succinct. And again, this is an art
5:41:08versus science thing where you can do
5:41:10anything. And like for example, I know
5:41:12there's people that run like two-hour
5:41:13long ads and they and they do really
5:41:15really well and they just like insert
5:41:17CTAs in the middle. And again, like it
5:41:19comes down to your own style. Some
5:41:21people like, I'm not a copywriter. I
5:41:22really like writing copies. It's like
5:41:24great news. Just write short copy. Um or
5:41:26if people are like, yeah, like Sophie
5:41:28was an English major. I think she
5:41:30prefers writing really really longer
5:41:31copy and like really putting more effort
5:41:33into it. Sure, go for that. But again, I
5:41:37want people to focus on this section
5:41:40here, right? Cuz this is like the 20%
5:41:44that's going to get you the 80% of the
5:41:45results. I'll talk I'll give the AI talk
5:41:47as well. So like people ask, oh, why
5:41:49can't I just get chat GP to make me ad?
5:41:52Um, you can or like Claude or something
5:41:54like that. But you have to remember that
5:41:56because the way that these LLMs work is
5:42:00you go write me an ad for a plumber and
5:42:02it will write by definition an average
5:42:05ad. So it's not going to it's not going
5:42:08to have like it's not going to have
5:42:10committed language. It's not going to
5:42:11filter for [ __ ] clicks. And so what I
5:42:13like to do is use my [ __ ] pink
5:42:16squishy brain that God gifted me with
5:42:20rather than Claude. and then write a
5:42:23couple versions of copy that I know do
5:42:24well. Then you can train the LLM on
5:42:27saying hey here's the ads that have done
5:42:28well for me and also this is why because
5:42:31and you talk about you talk about
5:42:32curious versus committed. So you'd say
5:42:34like hey like I made the first sentence
5:42:36say this because I want to achieve this
5:42:38and then you you just train it.
5:42:39>> You got to put the context in of what is
5:42:41above average.
5:42:43>> Y
5:42:43>> if you want to automate it.
5:42:45>> Yeah. Otherwise it's just going to
5:42:46regress to the [ __ ] mean.
5:42:47>> That's a big one.
5:42:48>> Yeah. Honestly though, like if you
5:42:50practice this enough yourself, you don't
5:42:52need AI.
5:42:53>> Yeah. Honestly, I
5:42:56am a busy person and I still just
5:42:58[ __ ] ride on my ass.
5:42:59>> Yeah.
5:43:00>> Um because the other thing as well is a
5:43:04lot of your winners come from random
5:43:07experimentation.
5:43:09And so again, if you tr Okay, so let's
5:43:12say let's say this is your ad copy,
5:43:14right? And then you go, "Write me an ad
5:43:17for a plumber." And then it writes like
5:43:19a dead average one. And they go, "No,
5:43:20no, no. This is what like good plumber
5:43:23ads look like." And then you shift the
5:43:24bell curve to the right. Well, now
5:43:27what's going to happen is it's just
5:43:28going to write around what you've
5:43:30already trained it. But sometimes the
5:43:33magic is in like if we add a third
5:43:36dimension to this [ __ ] bell curve,
5:43:38like these random experiments over here.
5:43:41>> I know what you're trying to say. So,
5:43:42it's not going to be a it's still going
5:43:44to be an average of best based on what
5:43:45you've given it.
5:43:46>> It's not going to be unique and
5:43:47innovative.
5:43:48>> Let's say the ads you train it on are
5:43:51like here.
5:43:52>> Yeah.
5:43:52>> It's just going to keep grouping it
5:43:53around there,
5:43:54>> but there's going to be like all this
5:43:55magic over here that it misses and they
5:43:57go, "Oh, [ __ ] That could have done
5:43:58really, really well."
5:44:00>> Right. And so that's why
5:44:02>> I'll just come up with
5:44:03>> in terms of your creativity when it
5:44:05comes to writing your own ads as a busy
5:44:06person.
5:44:07>> Do you have a routine or moments or how
5:44:11do you get into the zone? Do you have
5:44:12any advice on that?
5:44:14>> Do sugar-free V's and then like one
5:44:16massive [ __ ] cigar. No.
5:44:19>> And are you do you do you normally write
5:44:21ads? I mean this is different to
5:44:22everybody, but
5:44:24>> are you better creatively in the
5:44:25morning, the afternoon?
5:44:26>> Yeah, morning. I usually do them in the
5:44:28morning. Um,
5:44:29>> this is why we film in the morning.
5:44:30>> Yeah. There's this stat which I'm pretty
5:44:32sure I'm remembering correctly. I hope
5:44:34it is because I've been telling everyone
5:44:35it is. Um, apparently the difference in
5:44:38your cognitive power between first thing
5:44:40in the morning and like like last thing
5:44:42when you leave for leave work is like
5:44:44the equivalent of being legally drunk.
5:44:46>> Wow.
5:44:46>> Yeah. So I just [ __ ] I do all my
5:44:49heavy mental work in the morning.
5:44:50>> Yeah. Leave the smooth brain stuff to
5:44:52later.
5:44:53>> Yeah. like I generally will just do
5:44:55lowlevel admin tasks after lunchtime or
5:44:58something like that and then everything
5:44:59in the leadup is just like ad copy. Um
5:45:03there's some other workflows as well
5:45:05like I'll I'll show what it actually
5:45:08looks like when I make your ads but
5:45:10generally speaking I start with what's
5:45:14the video and then I will write around
5:45:17that video. So that's where potentially
5:45:20someone if they're completely stuck
5:45:22>> could use AI to template.
5:45:25>> Yeah.
5:45:25>> The the essence of that and then when
5:45:28they get into the creative flow, that's
5:45:30when they get the creative stuff. It's
5:45:32like when we filmed your 50 videos,
5:45:34>> I had the templates,
5:45:35>> but I was not going to get you to do it
5:45:37word for word.
5:45:38>> I just asked you the question cuz I knew
5:45:40you were in the zone and just yapped out
5:45:4250 creatives in 90 minutes.
5:45:44>> So it's the same thing there. We will
5:45:46have the full experience. I'm going to
5:45:48have two V's and a cigar and we'll
5:45:50[ __ ] do it properly.
5:45:51>> Very good. Yeah. I'm not going to
5:45:53encourage anyone to smoke it. We'll just
5:45:54make more money.
5:45:56>> One look cooler.
5:45:57>> Yeah, sure.
5:45:58>> That's the body.
5:45:59>> Sweet.
5:46:00>> And don't overthink the call to action.
5:46:02Just [ __ ] click below to learn more.
5:46:05>> And I just do it. Well, it's the [ __ ]
5:46:0880%.
5:46:09>> I'LL DO I'LL DO A question for the call
5:46:10to action. Yeah. Yeah.
5:46:11>> How much does a call to action need to
5:46:14match what the copy says as a call to
5:46:17action?
5:46:17>> I can barely
5:46:19I think people massively over complicate
5:46:21their like the ad copy. It's just like
5:46:25>> And is the body the like just like a
5:46:29rewritten version of your story in the
5:46:31video?
5:46:32>> Yeah, pretty much. Um, and then the
5:46:34other thing as well, like what Soffield
5:46:35would mention in the
5:46:38um, in the workshop when we talk about
5:46:40the call to action is remember you're
5:46:42only selling the next step. Um, right.
5:46:44So the ad is only trying to get the
5:46:46right person to click and go to the
5:46:48landing page.
5:46:48>> Yeah.
5:46:49>> Right. So we're not going click below to
5:46:51book your call. We're going just click
5:46:53below to learn more. Click below to
5:46:55start your application. So just the next
5:46:57step. We don't want to overcommit on
5:46:59that call to action. And in terms of
5:47:01having a unique ad every time in terms
5:47:03of the visual creative,
5:47:06>> does that same thing apply to the body
5:47:08of the copy?
5:47:09>> Yeah. Yeah. Generally speaking, you need
5:47:11to have different body copy. I to be
5:47:14honest, this is a do as I say, not as I
5:47:16do thing, though, cuz I'll get [ __ ]
5:47:18lazy. Like I'll give you an example.
5:47:20Like I have,
5:47:21>> let's say I have two video ads and
5:47:24they're both about what the advisory
5:47:25calls are like. I just won't be [ __ ]
5:47:27bothered and I'll just use the same copy
5:47:29for those two
5:47:30>> and then I'll have a different two
5:47:31copies variations for another two
5:47:33videos.
5:47:34>> What if I used AI to repurpose the copy
5:47:37in different ways?
5:47:39>> Yeah, I do that. I'll just be like, can
5:47:40you just rework slightly?
5:47:41>> Does meta punish you to use AI for that?
5:47:44>> No.
5:47:44>> Cool.
5:47:45>> That's fine.
5:47:46>> There you go. Problem solved.
5:47:46>> But like every now and then you'll get
5:47:48comments from people that are like, "No,
5:47:49use M dashes."
5:47:52So, who [ __ ] cares, bro? Just put the
5:47:53fries in the bag. So talk about video
5:47:56content. The thing with video content I
5:47:57actually had a chat with Ali Abdal two
5:47:59or three weeks ago
5:48:00>> in person.
5:48:01>> Yeah. Yeah. He was some um course
5:48:03mastermind that I'm in
5:48:05>> and he was he was asking me for well
5:48:07first I was grilling him about YouTube
5:48:09and then he was grilling me about ads.
5:48:11It was funny cuz the next morning in the
5:48:13workshop we were going around and people
5:48:15were like saying things that they
5:48:16grateful for for other members for
5:48:18sharing and it was like yeah Brandon
5:48:19made me like uh realize I was
5:48:21overthinking how I did my ads. So what
5:48:23he was doing was his uh like one of his
5:48:27team members would like carefully script
5:48:28out this ad and then he'd have this well
5:48:30lit studio which again this is like on
5:48:32brand but he was like really
5:48:33overthinking it and he he was like yeah
5:48:36Brandon told me Brandon just like chugs
5:48:38two energy drinks hits a cigar then just
5:48:41lets rip in his own words and that's
5:48:43very much like what your approach to
5:48:45content should be because again like
5:48:46circling back to Andromeda we we just
5:48:48want to try lots and lots and lots of
5:48:50different things and so all we want to
5:48:52do is like we remember that customer
5:48:54avatar that we did before all those
5:48:55different points that you wrote down you
5:48:57just want to read the point and then
5:48:59just talk about it and then what we'll
5:49:01do in a moment is we'll actually do that
5:49:02exercise. Now there's a couple other
5:49:04things to consider with the content. So
5:49:06because it's video content uh the first
5:49:08thing and I'm probably preaching to the
5:49:09choir here talking to you about this is
5:49:11most people as soon as they hit record
5:49:12they just um and they are and they
5:49:14forget how to speak. Now I actually had
5:49:16a speech coach Diana Cooney who helped
5:49:19me through this process and there was a
5:49:20couple core lessons that she taught me.
5:49:22Number one is movement. Uh Cameron
5:49:25Norworthy, my flow coach, will actually
5:49:26back this up as well. Diana says that an
5:49:29active mind, sorry, an active body is an
5:49:31active mind. And so I generally and most
5:49:35people as well will really struggle just
5:49:37filming out sitting in a chair perfectly
5:49:39still because their brain's just not
5:49:41active. I think it links back to when we
5:49:43were [ __ ] cavemen, like having to run
5:49:45around and hunt and [ __ ] like that. It's
5:49:48why you generally get your best ideas
5:49:49when you're going for walks and things
5:49:51like that. So, what I encourage people
5:49:53to do that find themselves freezing up
5:49:55on camera is like walk around. Standing
5:49:58certainly in my experience better than
5:50:00sitting. And you'll notice, you were
5:50:02actually talking about off camera
5:50:03before, like as soon as I got a
5:50:04whiteboard and a pen, I'm way more
5:50:06extroverted, right? And so, you'll
5:50:08notice in a lot of my ads, I'll be like
5:50:10flicking a pen around. Uh, if you're
5:50:12sitting at a desk, Cameron said even
5:50:13just moving things around at the desk
5:50:15kind of trigger the same thing. You just
5:50:17see me [ __ ] around with nunchucks and
5:50:18stuff like that. So, just try and find a
5:50:20way to incorporate physical movement
5:50:24into filming the ads.
5:50:25>> Yeah, it's it's a more of a dynamic
5:50:27thing than a static thing cuz people
5:50:29don't want to see photo ads anymore.
5:50:31They want to see video. But if it's
5:50:33static framed video, they want to see
5:50:36more cardians or movement and that's the
5:50:38dynamic part. But then when you are just
5:50:41standing there,
5:50:42>> you also need to be dynamic. That's what
5:50:44you're saying. The other thing as well
5:50:45is usually people they'll they'll tense
5:50:47up um when they're filming. So I I flew
5:50:50to I think Melbourne to do a day day or
5:50:53two of this business. Filming the ads
5:50:55was like the most [ __ ] painful thing
5:50:57for them. And you could watch in their
5:50:58body language. Like they they'd stand in
5:51:01front of the camera like a [ __ ] robot
5:51:04and then stand like this and they just
5:51:05tense up. And so like if you do it now
5:51:08like tense up your whole body now just
5:51:09try and speak.
5:51:11>> Yeah. It's a bit awkward.
5:51:12>> Yeah. Right. Because and Diana taught me
5:51:15this like the body informs the voice,
5:51:17>> right? So if you're super relaxed, it
5:51:19was so funny like we
5:51:22so I did a 10e one-on-one program with
5:51:24her and then I think six or seven weeks
5:51:27in I was having dinner with Jackson and
5:51:29he was like, "So how's the voice
5:51:31coaching going?" I was like, "Well, it's
5:51:33week seven. Um, I've been standing wrong
5:51:36my whole life. I've been breathing wrong
5:51:37my whole life. We're talking through
5:51:39childhood trauma that I've repressed for
5:51:41[ __ ] a decade. And we haven't talked
5:51:43about filler words yet. We haven't even
5:51:46talked about ums or rs or trying to find
5:51:49more clever intellectual phrases to
5:51:51replace my filler words with. And
5:51:53Jackson said, "Yeah, I've notice like
5:51:56your you make eye contact with me now.
5:51:58You didn't used to do that before." It
5:52:00was really interesting. Like
5:52:02>> she unpacked your autism.
5:52:03>> Yeah, pretty much. And I actually I
5:52:05brought that up because do you remember
5:52:06we filmed in your studio a couple times,
5:52:09but I used I used to never look down the
5:52:10barrel of the camera and I' I'd
5:52:12overexaggerate.
5:52:13>> Yeah. It's kind of like you were you
5:52:14were embarrassed or something or there
5:52:16was something.
5:52:17>> It was shame. It was And now we're going
5:52:18to childhood trauma like 8 hours in this
5:52:21video. But it was like shame around
5:52:23previous experiences that I'd had. And
5:52:25so she like reframed all of this and
5:52:29again like it just made me more relaxed.
5:52:30It was actually quite funny. The first
5:52:32thing she got me to do before we started
5:52:34working together. She gave me an
5:52:35assignment like we talked about how
5:52:37we're going to start working together in
5:52:38like a week or two. She goes the only
5:52:39thing I want you to do for the next week
5:52:40is I just want you to notice u when you
5:52:43have and she referred to it as useless
5:52:44tension in the body. So whenever you're
5:52:48okay they're doing my calf right now. My
5:52:50calf doesn't need to be tight. I'm like
5:52:51perfectly supported. Right. Another
5:52:54really common one that I had, I think
5:52:55it's why my traps are larger than usual,
5:52:57is like my I used to be like this all
5:53:00the [ __ ] time. Another one was just
5:53:03throughout the day my jaw would be
5:53:05clenched.
5:53:05>> Yeah. It's a big one for me.
5:53:07>> Yeah. And so like all of these tensions,
5:53:09they're like little like it's like death
5:53:11by a thousand cuts. And so it's like all
5:53:13these little tensions that add up that
5:53:16inform the voice to just be a little bit
5:53:18more stressed, right? And so what she
5:53:20got me to do was so funny. I was like,
5:53:22"Well, I've been standing when we were
5:53:23[ __ ] I did it again then." So, like
5:53:25my glutes were activated. They didn't
5:53:26need to be activated. It just like
5:53:28standing correctly that like if you
5:53:30stand perfectly, you should be able to
5:53:31stand there with like no tension and
5:53:32stuff like that and breathing correctly.
5:53:34>> And how does that respond to when you're
5:53:36creating
5:53:37>> you find a flow state more easily, you
5:53:39speak with more confidence. You won't
5:53:41speak as like robotic and agitated.
5:53:43>> You're not in a fight or flight mode
5:53:45sort of feeling.
5:53:46>> Yeah. Exactly. The other thing with
5:53:47content as well, and this is getting
5:53:49more into the meta kind of spiritual
5:53:50side of things, honestly, is humans
5:53:54don't just listen to the words you say.
5:53:56They read all the little micro
5:53:58expressions. You can tell when someone's
5:53:59reading off a script, can't you?
5:54:00>> Oh, yeah.
5:54:01>> Yeah. Because it's just it comes off a
5:54:03little bit too perfect. And I've had
5:54:04this conversation with so many different
5:54:06marketers about my ads specifically and
5:54:08why they do as well as they do. And
5:54:11everyone like every single conversation
5:54:13has always looped back to the
5:54:16authenticity and the emotion
5:54:18>> because you do it every day non-stop off
5:54:20camera and you just translate that to on
5:54:23camera.
5:54:23>> Exactly.
5:54:24>> That's what every business owner needs
5:54:25to do.
5:54:25>> Yeah. Like and people can pick up when
5:54:27people are faking emotions as well.
5:54:29People are pretty poor actors generally
5:54:31speaking. Yeah.
5:54:32>> And so when people try and
5:54:35recreate my
5:54:37camera, people cook them in the comments
5:54:40cuz they're like, "Oh, does Timmy wear
5:54:42you or something, right?" So the the
5:54:46emotion has to be real and I've tried it
5:54:49as well. Like I've tried to Okay, so we
5:54:52talked about the rule of one, right?
5:54:54>> Yeah.
5:54:55>> Um and how you look at the rule of one
5:54:57to find like what what's what's a
5:54:59winning ad. I'll look at my ads and go,
5:55:01"All right, seems like me being pissed
5:55:03off is the winning emotion." I'll try
5:55:05and be pissed off in the ad. I'm like,
5:55:07"This doesn't work."
5:55:08>> No, you got to get into that zone. And
5:55:10and I remember you saying you identified
5:55:12a moment where you were most pissed off.
5:55:14Uh and then you would film the ads
5:55:16straight after that. What was that
5:55:18moment for you?
5:55:18>> Yeah, we'd do it like the last day
5:55:20before I went on holiday.
5:55:21>> Oh, yeah. So, like we we'd always like
5:55:24back when my ads were pretty much always
5:55:27pissed off, we'd deliberately the team
5:55:30would know what my last day was um
5:55:33before I went on holiday, everyone would
5:55:34work from home when we had a smaller
5:55:36office and I'd just be alone in the
5:55:37office just swearing at a camera and
5:55:39those ads were just [ __ ] cool.
5:55:41>> Yeah. Or like when we would record a set
5:55:43of my ads last year,
5:55:45>> the first few ads we were like, "Yeah,
5:55:47cool. That'll work." And then we just
5:55:49got into a flow state. Mhm.
5:55:51>> We were just going, "Oh, I've got
5:55:52another one. I got another one. I got
5:55:53another one." There was no scripts at
5:55:55all. And you got to record those. Like,
5:55:57let the camera roll. Just go for it. If
5:56:00you stutter, [ __ ] it. Keep going. And
5:56:03just 30 minutes of yap. Yeah.
5:56:06>> Cut it up. Do a clap sync in between and
5:56:08then go for it.
5:56:09>> Yeah. Like that's what I always tell
5:56:11people to batch their ads cuz sometimes
5:56:12people like, "Oh, I'll just film an ad
5:56:14every day for the next 30 days." I'm
5:56:15like, "Do whatever you want." But like
5:56:17that's probably the least efficient way.
5:56:18Yeah. Because if you have this, let's
5:56:21say this is time, this is start and this
5:56:23is finish.
5:56:24>> There's always this wastage at the start
5:56:27where you're like setting up the camera
5:56:28trying to find a flow state. You arm you
5:56:30are the first couple takes of [ __ ] and
5:56:32you get like one piece of content out.
5:56:34And then you're like, "All right, sweet.
5:56:35We're done for today. Let's do that
5:56:36again tomorrow." And then tomorrow you
5:56:38start, there's this little bit of
5:56:40wastage. You arm you are the first
5:56:41couple takes don't work. And then you're
5:56:43like, "All right, got the second piece
5:56:44of content. Great work. See you
5:56:46tomorrow. Whereas if you batch it,
5:56:50you'll start filming, you'll arm, you
5:56:52are there's this little bit of wastage
5:56:54and then you got one piece of content
5:56:55and then you get a second piece of
5:56:56content and the third and then there's
5:56:58there's still that wastage at the start,
5:57:00but rather than getting one piece of
5:57:01content out and then repeating that
5:57:02wastage the next day, you get like
5:57:04[ __ ] 15.
5:57:06>> It's reps. It's reps for endurance. And
5:57:09if you do five different takes,
5:57:12>> you can choose between one of those
5:57:13takes. Generally, I like the last take
5:57:17and when I get really excited, that's
5:57:20where I'm like, I nailed this in under a
5:57:21minute. There was no stuttering, no arms
5:57:23and no Rs. That'll still happen.
5:57:26>> But under that one minute, get
5:57:28>> the other the other
5:57:29>> and just follow the structure.
5:57:31>> Yeah. The other belief you had to let go
5:57:32of as well is that you need to one take
5:57:34all of your ads. And so what I do in the
5:57:37workshops, I used to do this in the
5:57:38workshops, but now someone else presents
5:57:40content
5:57:41is someone will write their ad and I'll
5:57:44just like hit record. We start a
5:57:46stopwatch and then we hit record. I go,
5:57:49"All right, what's the first sentence of
5:57:51your ad?" And they'll give me the
5:57:52sentence and I'll just think, "All
5:57:54right, how can I just say that slightly
5:57:55differently?" And then I'll just film
5:57:57that bit. And then we keep running and I
5:58:00go, "What's the next? Give me the next
5:58:01two or three sentences." They'll read
5:58:03it. I go, "How can I just say that again
5:58:04in my own words?" I'll just do it. Next.
5:58:07I armed. Keep recording. Do it again.
5:58:11>> Yeah.
5:58:11>> Right. Same thing. Do it again. And
5:58:13until we get to the click below to learn
5:58:15more, right? And then let's say these
5:58:16these full lines, not the dotted lines,
5:58:20are like your takes. You just [ __ ]
5:58:21delete that. You just delete that.
5:58:23>> Yeah. Just the editing part like and
5:58:25I've had people record their first one.
5:58:27It took 5 minutes and they're like
5:58:30[ __ ]
5:58:31>> And then we edited it and 30 seconds.
5:58:34Yeah. punch ins and outs and they feel
5:58:36like an expert.
5:58:36>> And that's that wastage as well, right?
5:58:38But that wastage gets eliminated. Yeah.
5:58:40You just [ __ ] go into a cut.
5:58:42>> That's it.
5:58:43>> Um, there was something else I was going
5:58:44to say as well. So, a couple other
5:58:45things when it comes to the video
5:58:47content is the what you want to do is I
5:58:50call it the one frame test.
5:58:53So, it's very similar to
5:58:56uh like the hook. So, if you like your
5:58:58video is going to be like I don't know
5:59:00[ __ ] 50 seconds long. If you just
5:59:03took a screenshot of the first frame,
5:59:06what's everything that goes through your
5:59:07head when you see that first frame? So,
5:59:09for example, remember how one of the
5:59:11very first activities we did when we
5:59:12first started filming this video was I
5:59:14showed you different pieces of art and I
5:59:16go just based off this give me a rating
5:59:18scale of 1 to 10 and all these different
5:59:20things came out like, oh, you're
5:59:22familiar with this or blah blah blah
5:59:23blah blah. And so, couple things is like
5:59:26one how you dress. Like I get comments
5:59:28all the time that I look too laid-back,
5:59:30but that's kind of the fact that I'm
5:59:31trying to achieve. But then there's
5:59:33other things you can do. So remember how
5:59:35we talked about with the landing page,
5:59:36the background does is like a super
5:59:38underutilized piece of real estate. It's
5:59:41the same thing in the video. So like if
5:59:43you're just filming against a black
5:59:45wall, sure it will work to a degree, but
5:59:48what would be significantly more
5:59:50impactful is like, well, what can we
5:59:51place in the background? There's a
5:59:53couple different things. One are the
5:59:55team members, right? Right? So if
5:59:57they're sitting at a desk working and
5:59:59you just had that you go, "Ah, business
6:00:01owner talking. He's at least big enough
6:00:02to have team members, right?" Or like
6:00:04the other one I do is like my workshops.
6:00:06So I have like customers in the
6:00:07background and stuff like that. You'll
6:00:09see people the most overused one is
6:00:10people put their [ __ ] ClickFunnels to
6:00:12coma club award in the background and
6:00:14[ __ ] like that, right? To try and build
6:00:16credibility.
6:00:16>> Yeah. Some flag or some
6:00:18>> Yeah. Another one you can do as well
6:00:19actually. All right. So let's say this
6:00:22is me. However, let's say we do a new
6:00:27frame test. Now, it's an ad about the
6:00:29with you program, except now new
6:00:31character just dropped. It's a
6:00:34testimonial from someone that is not
6:00:36branded from just that frame alone. Now,
6:00:38we like the the credibility that Brand
6:00:40has built, the authority. We can't
6:00:42immediately put together that it's his
6:00:44offer because it's just this new
6:00:45character that's dropped. So what Aiden
6:00:48does when we film, when we edit our ads,
6:00:51is so that we can still utilize this
6:00:54recognizable.
6:00:54>> So leverage you.
6:00:55>> Yep.
6:00:56>> He'll do a split screen for the first 3
6:00:58seconds where the new characters at the
6:01:01top and there's just like me at the
6:01:03bottom presenting
6:01:04>> at a workshop.
6:01:05>> Yep. So from that one frame alone, they
6:01:08can see me. They go, "Oh, I know this
6:01:10person." And then they put two and two
6:01:11together, "Oh, that person must be
6:01:13talking about him."
6:01:14>> Yeah.
6:01:15>> Right. just from that one frame. Make
6:01:17sense?
6:01:18>> Yeah.
6:01:18>> What about when you do ads that are
6:01:20geographically
6:01:22located because I want to do a workshop
6:01:24in Melbourne or Perth or
6:01:26>> Oh, yeah. Yeah. So, they're an easy one.
6:01:29Very similar to this first frame test,
6:01:31right? Uh geographical, I call it
6:01:33geographical affinity. It's just a
6:01:34[ __ ] word I made up. But one of the
6:01:36most common ways to build rapport with
6:01:39people is just, oh, you're from that
6:01:41town. I'm from that town. It's why
6:01:43people talk about in sales calls all the
6:01:44time. Like if Tim's on a sales call with
6:01:46someone in CRA, which is some [ __ ]
6:01:48tiny town in the middle of her capital
6:01:50city,
6:01:52they'll be like, "Oh, I like I'm CRA as
6:01:54well." Like she will close them like
6:01:56every [ __ ] time, right? And so what
6:01:59we can do is let's say you're a brick
6:02:00and mortar business, you want to try and
6:02:02find ways to like in the background. So
6:02:05like if this is your first frame, you
6:02:07want to have in the background like
6:02:09recognizable landmarks.
6:02:11So I say like this is a [ __ ] Mackers
6:02:14sign or something like that and it's on
6:02:16a main road. So like if we ever have a
6:02:18business in or they're like I'm a local
6:02:20gym. One of the first questions I ask is
6:02:22are you near any main roads? Nine times
6:02:24out of 10 they are. Okay cool. Like are
6:02:26there any like recognizable landmarks
6:02:28like like a [ __ ] Mackers or something
6:02:30like that? And they're like oh yeah for
6:02:32sure like just film in front of that
6:02:33one. And so one of my ads and a you can
6:02:36clip it in was back when we had our
6:02:38office on Adelaide Terrace and I had the
6:02:40big [ __ ] off sign. The opening line was
6:02:43>> if you're a service-based business owner
6:02:44in Perth, you ever driven down Adelaide
6:02:46Terrace and see my logo up there that
6:02:48looks like a drunk text message you
6:02:50would send your friend in a nightclub.
6:02:51That was the opening hook and I just
6:02:52showed it to obviously people in Perth
6:02:54and so they go ah there's a couple
6:02:56things that are achieved in that first
6:02:59or three seconds because well even the
6:03:01first frame is one Brandon and his
6:03:03company are big enough to have an office
6:03:04in the city. Two pretty hard to fake a
6:03:07[ __ ] sign on the people thought it
6:03:10was fake too.
6:03:11But again,
6:03:12>> yeah. Yeah. Yeah. Again, people like
6:03:14again their view of the world has to be
6:03:16correct and so they'll just like
6:03:18>> defy logic to try and [ __ ]
6:03:21>> defy logic of your lack of customers.
6:03:23>> Yeah. Yeah. Yeah. So that that that's
6:03:26geographical affinity. So trying to find
6:03:28because it's very difficult to relate to
6:03:30the interior of your business. It's just
6:03:32this new environment that they can't
6:03:34see. Whereas if they see like, oh, I
6:03:36drive down that road on the way to work
6:03:38or on the way back from work or when I
6:03:40drop off the kids at school, there's
6:03:42that geographical affinity. Those ads
6:03:44will rip like every [ __ ] time.
6:03:46>> How do you use the comments in your ads
6:03:49as an advantage?
6:03:50>> Well, one question I get asked a lot,
6:03:52like I'm getting a lot of negative
6:03:54comments on my ads. Should I delete them
6:03:55or should I turn the ad off? Um, funnily
6:03:58enough, in my experience, the ads that I
6:04:02have that do the best, and also this has
6:04:04been true for industry set, the ads with
6:04:06the most negative comments are generally
6:04:09the best performing ads, or at least one
6:04:11of the best performing ads. Now, don't
6:04:13interpret that as you want to actively
6:04:17try and get people to negatively
6:04:20comment, but I now use it as a marker to
6:04:24know when I've triggered someone's like
6:04:27thinking fast brain significantly
6:04:29better. And it's kind of honestly a
6:04:32little bit of a flip of a coin as to
6:04:34whether they go really positive with
6:04:37their emotions or really negative with
6:04:38their emotions. Like I'll give you a
6:04:40perfect example. So, like Jackson was
6:04:42like, "Oh, we need to stop running this
6:04:43ad cuz people are commenting [ __ ] on
6:04:45it." And I looked at it and I was like,
6:04:47"Dude, this is literally our this is
6:04:49propping up the business right now.
6:04:51Like, I'm not turning this ad off."
6:04:53Like, you've got to detach your emotions
6:04:56from the numbers in your ad account and
6:04:58look at like, "All right, I'm getting
6:05:01all these negative comments. I feel
6:05:02bad." But look at the ad account and go,
6:05:05"All good. Still the Federal Reserve."
6:05:07>> So, if the ad's making more money, let
6:05:09it rip.
6:05:10>> Yeah. I don't
6:05:11>> go back to the basics.
6:05:12>> Yeah. The other thing as well, and this
6:05:13is more kind of a mindset thing, is you
6:05:17got to think
6:05:19like generally speaking, when someone's
6:05:21just like leaving a negative comment,
6:05:23they don't think about it later that
6:05:24day. They just like left it like they're
6:05:27not sitting there festering thinking
6:05:29about your ad like that afternoon.
6:05:31>> I will fester and think about your ad
6:05:33for 17 hours and then cook you in my own
6:05:35ad the next day. Me and were just
6:05:37talking about that this morning. Someone
6:05:39rubbed me the wrong way to comment and I
6:05:40thought about it all night. I'm going to
6:05:42do a careerending mog on this guy.
6:05:45>> Nice.
6:05:45>> But generally speaking, you just leave
6:05:48it there.
6:05:48>> Yeah. And what about uh like just a [ __ ]
6:05:52ton of hate comments? Do you just batch
6:05:55them all up and put them on another ad
6:05:57and say,
6:05:57>> "Yeah, like I usually use those comments
6:06:00for like more content."
6:06:02>> Like
6:06:04don't waste a good negative comment. You
6:06:07can turn it into like for example, what
6:06:09was that one where the guy was like,
6:06:11"You scam people for a living." And then
6:06:13I just put his comment overlaid on like
6:06:1650 customers in a row coming up and
6:06:18thanking me as they left a workshop. And
6:06:20that that ad rips too.
6:06:22>> How do you handle the balance between an
6:06:24emotional ad and a logical ad?
6:06:26>> Um, again, experimentation.
6:06:28So, if you go too emotional, like it
6:06:30will work to a degree. Again, art versus
6:06:33science, dials, not switches. But
6:06:35there's certain people that will go,
6:06:38yeah, they they'll kind of see through
6:06:40that and go, yeah, like I I get what
6:06:42you're trying to do here, but like what
6:06:43are you actually going to achieve or
6:06:44what's the outcome? What's the ROI?
6:06:47However, as a caveat to that, I
6:06:49generally see expressed by the comments,
6:06:52you kind of get what you give in in ads.
6:06:56So, for example, if you have a very, you
6:06:58know, we talked about thinking fast,
6:06:59thinking slow. If you have a very
6:07:01thinking slow ad, which is just talking
6:07:04about like the nuts and bolts of how you
6:07:05do what you do, it will put people into
6:07:07that brain state. And so, what kind of
6:07:09comments do you think you're going to
6:07:10get? You're going to get, oh, what's the
6:07:12results? What's the cost? Send info,
6:07:14please. You get comments like that. On
6:07:16the flip side, if you have a more
6:07:18emotionally engaging ad, you usually
6:07:20just get people pissed off the comments.
6:07:22SO, IT'S LIKE IT'S KIND OF THE other
6:07:24thing as well is like the comments
6:07:25generally I mean we're we're kind of an
6:07:27exception because I I'll circle back to
6:07:29that, but like generally speaking when
6:07:30people have a positive experience from
6:07:32your ad, they kind of just like the post
6:07:34and just move on. Every now and then
6:07:36you'll get some [ __ ] legend that's
6:07:38like, "Bro, I love your ads." Or
6:07:39something like that. I get those. But
6:07:41generally speaking, like if someone has
6:07:43a negative experience, they their only
6:07:45option is to leave a negative comment.
6:07:46There's no like dislike button. And so,
6:07:49but you don't read likes, you read
6:07:51comments. And so they're just generally
6:07:53they're just mostly negative. I get
6:07:55asked by people in our workshop all the
6:07:56time cuz I spend so much money on ads.
6:07:58They they're like, "I'm a customer now.
6:08:00Like, can you stop serving me with ads?"
6:08:02And I say no because the comment section
6:08:05is super underutilized real estate for
6:08:07testimonials. So we'll have like you'll
6:08:10notice like some of our members go to
6:08:12[ __ ] war for us in the comments.
6:08:15They'll leave like if they're in the ad
6:08:17where a workshop was, they'll comment
6:08:19saying, "Yeah, I was in this workshop. I
6:08:21had a really positive experience." Or
6:08:23like just random ads. They'll just
6:08:24comment and like back us up.
6:08:26>> When do you scale horizontally? More ad
6:08:29spend more creatives. How do you know?
6:08:32>> It's a good question and I don't have a
6:08:35very good answer for you to be honest.
6:08:37It's actually I've never actually
6:08:38thought about that. like when I decide
6:08:39more creatives like when my cost per
6:08:41leads actually yeah when my cost per
6:08:43lead or cost per result starts going up
6:08:45I like all right these ads are probably
6:08:47a bit exhausted and then I'll just try
6:08:49new angles try new reasons u but if I'm
6:08:52happy with my cost per lead my cost per
6:08:54schedule my cost per schedule
6:08:55specifically for me that's when I'll
6:08:57increase spend but if my cost per
6:09:00schedule is creeping up I'm like I need
6:09:02more reasons
6:09:03>> okay and do you have a
6:09:06dumbed down framework work of going
6:09:09right. This is when we start pushing
6:09:11more money or this is when we start
6:09:13pushing more ads that you can show us
6:09:15here.
6:09:16>> Not really. I am a do as I say and I'm
6:09:20not a best practice person. Like for
6:09:22example, like you were just here before
6:09:23where Tim was like, you might want to
6:09:25increase ad spend a little bit. So I
6:09:27just added $10,000 a day to the budget
6:09:29because tomorrow looks a little bit
6:09:31light.
6:09:31>> How do you handle ad fatigue? Like when
6:09:34when you know that it's run its course?
6:09:36>> Yeah, you just make new ads. Um, you can
6:09:38just refilm the same angle. So like if
6:09:41you're relying on word of mouth ad got
6:09:44exhausted, you can pretty much just film
6:09:46it again just in different words and
6:09:48then it'll be again it'll be like new
6:09:50frame like oh like this is a new thing.
6:09:52It's the same message.
6:09:53>> Like I've been talking about relying on
6:09:55word of mouth for [ __ ] six years.
6:09:56>> Yeah. Go back to like the days of the
6:09:59television where it's the same car being
6:10:01advertised in a different way or another
6:10:03beer ad for cart and draft. Yep.
6:10:06>> It's the same [ __ ]
6:10:07>> It's the same idea. You just
6:10:08communicated a different way.
6:10:10>> Mhm.
6:10:11>> Uh you said before running ads for 30
6:10:14days, is that generally the runway of
6:10:17how long you should run one creative to
6:10:19see how long it goes for? What if it
6:10:21runs for 7 days and one ad specifically
6:10:24gets just [ __ ] sent to the Nether?
6:10:27>> Yeah. You'd make a call, right? So
6:10:29again, this is kind of jumping into
6:10:30optimizations like but I I'll touch on
6:10:33it briefly now. So, let's say, for
6:10:35example, because you're just constantly
6:10:38doing math. Let's say we got a campaign.
6:10:40We got this one ad set, and then we've
6:10:42got like a couple different ads.
6:10:44>> Mhm.
6:10:45>> Um, let's say our average cost per lead
6:10:49is $100. So, between all of these ads,
6:10:53this one has a cost per lead of $100.
6:10:56Let's say this ad one, it has one lead
6:11:01for $250.
6:11:04Do you think you should turn that one
6:11:05off?
6:11:07>> Uh, it depends on the cost of the lead
6:11:09in terms of like your packages, I guess.
6:11:11>> Well, let's say all these ads down here,
6:11:13this one got like five leads for 100.
6:11:17This one got six leads for like 80. This
6:11:21one got four leads for like um or even
6:11:25like seven leads for 120.
6:11:30How do you feel about this ad now?
6:11:31>> Better.
6:11:32>> You think Binner? Yeah, cuz then that
6:11:34250 can better be spent on those better
6:11:36performing ones, right?
6:11:37>> What if later this day this ad now got
6:11:42two leads?
6:11:43>> Uh then I would say depends on how long
6:11:45it's been running for, right?
6:11:47>> Because if this got if it got one lead
6:11:49at $250 in spend and then just later
6:11:52that day it got another lead, well now
6:11:55the cost per lead is 125.
6:11:57>> Yeah.
6:11:58>> Right. Which is just slightly above this
6:12:00one. And then it might get to like $350
6:12:04spend the next day and get three leads
6:12:07which would be like $115
6:12:09or something like what I mean. So
6:12:11>> So but but if it's three leads at $15
6:12:14does that means seven leads at $120 or 7
6:12:17into 12?
6:12:17>> Well, it just might not have figured it
6:12:18[ __ ] out yet,
6:12:20>> right? It just took $250. It let's say
6:12:22it got like a lead at like $150
6:12:25>> and then it spent another $100 and
6:12:27didn't get any leads and then it just
6:12:28suddenly hit. Well, now the cost per
6:12:30lead cut in half. Yeah. Like it's
6:12:32usually like until it gets a couple
6:12:33leads, but then you can go, "All right,
6:12:35what if it what if that didn't happen
6:12:38and you got so it was like one lead for
6:12:41250
6:12:43and then it got to like $350 and still
6:12:46only one lead and then like $400 and
6:12:50still only one lead, right? It's like
6:12:52here's where you start like stressing
6:12:54out because like all right well if it
6:12:56cuts in half an hour it's still $200
6:12:59right because when it's at one lead
6:13:01that's where people get the most
6:13:03hesitant
6:13:04>> because like it's just going the price
6:13:06is just going up but they only see one
6:13:08lead but it just takes one more lead for
6:13:09it to cut in half.
6:13:10>> Yeah. I'm playing a game at the cash.
6:13:12I've lost the money. I double my bet to
6:13:14get it back. N triple my bet. No.
6:13:17>> Yeah. It's like it's like you just only
6:13:20way out of a hole is to keep [ __ ]
6:13:22digging, bro. So, there's only winners
6:13:24and quitters at the cast.
6:13:25>> There's a limit.
6:13:26>> Yeah.
6:13:26>> Um Okay, cool.
6:13:27>> Yeah. It's just like how much of a [ __ ]
6:13:29do you want to be? Or do you want to put
6:13:30the [ __ ] house and the kids on the
6:13:32line on this one?
6:13:33>> Mhm.
6:13:33>> How do you write a CTA that doesn't feel
6:13:36pushy?
6:13:37>> Um well, yeah. So, remember this curious
6:13:39versus committed scale.
6:13:41>> Mhm.
6:13:41>> So, like if this is a zero, this is a
6:13:4310, like this is boy. before that's
6:13:47probably like book. Before that's
6:13:49probably like inquire for that like
6:13:51remember you're only ever selling like
6:13:52the next step. So that's why I generally
6:13:54just go click below to learn more. Like
6:13:56I'm not saying click below to book your
6:13:58appointment. I'm not going click below
6:13:59to make your inquiry.
6:14:01>> Like the ad is just trying to get them
6:14:02to click.
6:14:03>> Yeah.
6:14:03>> The first step of the two-step funnel is
6:14:05just trying to get them to start their
6:14:06application. The booking page is just
6:14:08trying to get them to book. N sequence
6:14:10is trying to get them to show.
6:14:11>> Yeah. So more rule of thumb as you say
6:14:13more of a clicking language instead of
6:14:15any other commitment.
6:14:16>> Yeah. You're only ever trying to sell
6:14:18the next step.
6:14:18>> Yeah. And that the language becomes
6:14:20closer to buy the closer they are to the
6:14:23buy.
6:14:23>> Yeah. Exactly. Well, that's a sales
6:14:24conversation.
6:14:25>> What are the most common mistakes you
6:14:28see beginners make in meta copy and ads?
6:14:31>> Oh, curious versus committed for sure.
6:14:34That's the main thing. Like that happens
6:14:35literally [ __ ] every time. Even in
6:14:37the workshops where I'm like, "Hey, just
6:14:39by the way, you're all gonna [ __ ] this
6:14:40up at the start." And they know to go,
6:14:42"Yes, Brandon." And then [ __ ] don't
6:14:45listen. They do it anyway. Um, but like
6:14:48that's probably the most common one is
6:14:52using very curious language instead of
6:14:54committed language. So what will happen
6:14:55right is they'll go through this life
6:14:57cycle where okay so the first this is
6:15:00exactly what happens in like the with
6:15:02you workshops and I I explain this the
6:15:04morning of day two and I get them to
6:15:05write it down so that they go cuz being
6:15:07a business owner pretty much all you're
6:15:08trying to do is like predict the future
6:15:10like all the time and so the morning of
6:15:11day two I go here I'm [ __ ] Marty
6:15:14McFly just come back with winning
6:15:15lottery tickets this is exactly what's
6:15:17going to happen in the room for like 95%
6:15:19of you like first thing that will happen
6:15:20is you go ah sweet my ads turned on and
6:15:23like traffic will go up, right? You'll
6:15:26be like, "Oh, I'm getting all of these
6:15:28clicks to my landing page, but they'll
6:15:31be unhappy with the quantity of leads,
6:15:34right? And then they'll like come to the
6:15:36advisory call. I think like [ __ ] 15
6:15:37today or something like that." And then
6:15:39like nine times out of 10, it's like,
6:15:41"Yeah, you didn't do the committed thing
6:15:42that we told you to [ __ ] do like for
6:15:44half an hour, right?" And so then we'll
6:15:47change the language in the first
6:15:49sentence of the ad. and then lead
6:15:52quantity will go up. Then what will
6:15:55happen is they'll go ah I'm getting
6:15:57leads but like my lead quality is really
6:15:59poor or like I'm just the the show rate
6:16:02is really really poor. So then they come
6:16:03to the advisory calls and then what was
6:16:06um we talked about like filtering for
6:16:08[ __ ] clicks, right? So like that stuff.
6:16:10Then we'll get them to do that again
6:16:11even though we already [ __ ] taught
6:16:12them like day one. Then lead quality
6:16:15will go up, right? When lead quantity
6:16:18goes up and lead quality goes up, sales
6:16:20just naturally goes up. But it all
6:16:23starts with the ve very first sentence
6:16:27of the ad. Like they just kind of fumble
6:16:29that one a little bit.
6:16:30>> How do you apply the rule of one
6:16:33>> when writing copy for a service-based
6:16:35business with multiple offerings?
6:16:37>> Oh, great. Yeah. Then your idea, that's
6:16:39where you swap out the promise, right?
6:16:41So like or or the idea as well. That
6:16:44that leads to another question though
6:16:46which is like following the rule of one.
6:16:49Eventually you get into this like and
6:16:51I'm going to try not to get the [ __ ]
6:16:53philosophy of categories because that's
6:16:56that's like a whole branch of philos
6:16:58like how do you categorize things? You
6:17:00want to you want to put things into the
6:17:01like buckets. That's where you start
6:17:02with the landing page. Okay. So I'll
6:17:03give a practical example. So let's say
6:17:05for example you're a garage door
6:17:08company. Well, if I click an ad for
6:17:11garage door installations,
6:17:14it would be better if I go to a landing
6:17:15page that is about garage door
6:17:17installations, not just garage doors.
6:17:19Likewise, if it if I'm clicking an ad
6:17:22for garage door repairs, I'd like to see
6:17:24that this is about repairs on the
6:17:26headline of the ad or the headline of
6:17:28the landing page. And so, that's where
6:17:30like the idea, story, promise, and
6:17:32emotion of your ad should link to the
6:17:34landing page. Some people go too far or
6:17:36at least they want to go too far far and
6:17:38I talk them out of it where they go,
6:17:39"Oh, if I um if all of my if my ad's
6:17:43about relying on word of mouth, should I
6:17:45send them to a relying on word of mouth
6:17:48landing page?" And if my other ad is
6:17:50like anti-
6:17:52agency, should I send them to like an
6:17:55anti-
6:17:56agency landing page? The correct answer
6:18:00is yeah, you should. But the practical
6:18:02answer in real life when you're a
6:18:04business owner is can't be [ __ ] So
6:18:07make the landing page broad enough that
6:18:10it speaks to all of your ideas. So like
6:18:13the idea of like the with your landing
6:18:14page is like you'll generate leads
6:18:16yourself. Whether it's about you've been
6:18:18relying on word of mouth, whether it's
6:18:19you've been burnt by an agency, whether
6:18:20it's you hate posting organic content,
6:18:22whether it's you hate sending DMs,
6:18:24everything falls under that. So like for
6:18:25example, like this is the big idea like
6:18:28we'll talk about with the philosophy
6:18:30example and stuff like that. Everything
6:18:31sits within it. So these are all your
6:18:34ads. They need to sit under that same
6:18:35idea.
6:18:36>> How do you decide between a video ad and
6:18:39a static like photo, image, textbased
6:18:42ad?
6:18:42>> Oh yeah. So I generally always lean on
6:18:44video ads. The reason for that is video
6:18:46is more engaging. It has a higher link
6:18:48clickthrough rate, better quality lead
6:18:50because it builds more trust as well.
6:18:52And kind of my superpower on the
6:18:54internet is I'm just attention seeking
6:18:55on the internet. So I'm good with that.
6:18:56I play mushrooms. Um, images are great
6:18:59if you want to pump out heaps of them
6:19:01and get volume. Now, I actually use them
6:19:04to test ideas when on the odd occasion
6:19:08that I do use them. So, what I'll do,
6:19:11and I actually learned this from um I
6:19:14actually came up with this idea. So,
6:19:16what I actually did was um do you know
6:19:18about my journaling app?
6:19:20>> Yeah.
6:19:21>> Yeah. So, not many people know this. I I
6:19:23don't know if it's still live or not.
6:19:25>> I was thinking about this actually.
6:19:27Yeah. So, I made this, well, I didn't
6:19:29make it to be clear. My friend Michael
6:19:30Bell made it called journal thingy.app.
6:19:34And I just wanted this journaling app
6:19:35because I just didn't like any of the
6:19:37journaling apps that are out at the
6:19:38moment. And I said, "Wait, before you
6:19:40write a single line of code, let's just
6:19:42validate this idea to see if anyone
6:19:44wants it." And so what I did first was I
6:19:48went on my Instagram story and I said,
6:19:50"Hey, if you've been trying to build the
6:19:52habit of journaling, but I haven't been
6:19:56able to build the habit and do it
6:19:57consistently, can you just message me
6:19:58why?" I got like dozens of responses.
6:20:01Then what I did is I All right, so
6:20:03that's the feedback. So that's again,
6:20:04that's what's going through their head,
6:20:06right? I haven't it's on the other side,
6:20:08but that's what's going through their
6:20:09head. So I got stuff like I'm staring
6:20:11down at a blank page. Just variations of
6:20:14that. That was the general idea. Like I
6:20:15don't I don't know whether they're
6:20:16[ __ ] right. And so what I did was
6:20:20quickly made the Facebook page. I made a
6:20:22landing page on web flow. I just bought
6:20:25a template. And by the way, another do
6:20:28as I say, not as I do thing. It was a
6:20:30template that had like, you know, the
6:20:31Lauram Ipsum text.
6:20:34>> Oh yeah.
6:20:34>> Like text filler.
6:20:36>> Literally everything else on the page
6:20:37was Lauram Ipsson. The only thing I
6:20:39changed was the headline. and I made the
6:20:41headline, "Are you staring down at a
6:20:43blank page and don't know what to
6:20:44write?" Something like that. Then what I
6:20:46did was I just went on Canva and I just
6:20:50made a bunch of graphics with like a
6:20:53purple, random purple that I selected as
6:20:54our brand color and I just put what
6:20:57people said
6:20:59in my messages as like quotes. And so it
6:21:02was like I stare down at a blank page
6:21:04and I don't know what to write. Like I
6:21:07tried journaling but like blah blah blah
6:21:09blah blah. I tried this and blah blah
6:21:11blah blah blah and I just made them
6:21:13quotes. And when you think about it, all
6:21:15these quotes are just like different
6:21:19like towards and away from motivators
6:21:21and also things I tried in the past like
6:21:23that was one, that was one, that was
6:21:25something else. And then I just ran a
6:21:28lead genen ad to send traffic to this.
6:21:32And then if they completed it, it just
6:21:34took them to like a wait list and said,
6:21:36"Hey, like it's not done yet. We'll let
6:21:37you know when it's done." And then I
6:21:39could see, oh, like this ad did really,
6:21:42really well, right? I should make ads
6:21:44about I stared down at a blank page and
6:21:46I don't know what to write. This ad did
6:21:48pretty well as well. Like it talked
6:21:50about whatever the [ __ ] it was.
6:21:51>> So then you can convert them into
6:21:52videos.
6:21:53>> Yeah, exactly. And so then you take the
6:21:54idea from this and you go, "All right,
6:21:58let's do do that or let's kind of dig
6:22:01around that area."
6:22:02>> It's like a pre pre-ordering
6:22:04pre-launch sort of phase.
6:22:06>> Yeah. Exactly. Right. And then you you
6:22:08dig around like this is the interesting
6:22:10thing with the idea is you dig around
6:22:12it. So if let's say this is the ground
6:22:18and you have an oil well. I don't know
6:22:21how to draw an oil well but we're
6:22:22digging into the ground now. You have a
6:22:24couple of these [ __ ] oil wells
6:22:27and you're just farming the earth and
6:22:30you're, man, there's a [ __ ] massive
6:22:32oil well over here, right? And this [ __ ]
6:22:36all here. Well, you go, all right, this
6:22:38one was pretty close. Should we just
6:22:40[ __ ] dig over here? Should we just
6:22:42dig over here? Should we just dig over
6:22:44here? Like, [ __ ] This [ __ ] clearly
6:22:47didn't work. We just go, "All right, so
6:22:49what's close to the idea of all right,
6:22:52this is relying on word of mouth. What's
6:22:54close to referrals is pretty close to
6:22:57it,
6:22:58right? Or like uh cold calling. That's
6:23:02pretty close to it." And you just dig
6:23:04around these ideas. Now that we've got a
6:23:05couple ad ideas, we need to film ads
6:23:07with Sev. So, we're going to go through
6:23:09that process so you can watch the
6:23:10process I put people through to get them
6:23:12to film ads easier that also convert.
6:23:14This is what I want you to do. I'm gonna
6:23:16give you first I'm going to give you
6:23:18like the idea for the ad.
6:23:20>> Yeah.
6:23:20>> The only thing I want you to think about
6:23:22is the committed language in the first
6:23:25sentence that you say. So let's say for
6:23:27example the idea is they have camera
6:23:31confidence or they lack camera
6:23:32confidence.
6:23:33>> They lack camera confidence. Okay.
6:23:34>> Yeah. So how could you use committed
6:23:36language to talk about the idea of
6:23:38camera confidence?
6:23:40>> After two days with me the camera
6:23:42confidence of all of my
6:23:43>> Perfect. That that's that's an easy
6:23:45example, right? Or like the one that I
6:23:48gave before, which was uh I can't quite
6:23:50remember it, but it's like
6:23:51>> after our two days, camera confidence
6:23:53will no longer prevent you from getting
6:23:55ads. Right?
6:23:56>> After you think about that first
6:23:57sentence, I don't even really want you
6:24:00to think about what you're going to say
6:24:01after that.
6:24:02>> The the basic framework that I have for
6:24:04filming ads is stop the right person
6:24:06from scrolling. So, if you watch me film
6:24:08ads, generally speaking, I just spend 5
6:24:10seconds thinking of the first sentence
6:24:11that I'm going to say and then I just
6:24:13elaborate on that point. So the second
6:24:15point after stop the right person from
6:24:18scrolling is I call like prove your
6:24:19point or another way to think about it
6:24:21is just elaborate. And so simply put
6:24:24like you've been speaking English your
6:24:25entire life. Just given what I just
6:24:27[ __ ] said, what should what should I
6:24:28talk about next? So like if you're
6:24:30talking about camera confidence, don't
6:24:31just start talking about [ __ ] cars or
6:24:34something like that. That's [ __ ]
6:24:35Just talk about like how camera
6:24:37confidence impacts their business. Or
6:24:39you could talk about how camera
6:24:41confidence uh is solved in the workshop.
6:24:43doesn't matter.
6:24:45And again, we're just doing all these
6:24:46random experiments and then we'll find
6:24:48out later what worked and then we can
6:24:49just replicate what worked
6:24:51>> and then all I want you to do is just
6:24:52elaborate on your point for like 30
6:24:54seconds. Don't don't time yourself.
6:24:56>> Yeah.
6:24:57>> And just linguistically find a way to
6:24:59logically land at like click below to
6:25:02learn more.
6:25:03>> Yeah.
6:25:03>> So again, stop the right person from
6:25:05scrolling. I'm going to give you the
6:25:06idea. Just try and embed committed
6:25:08language.
6:25:09>> Just elaborate on that point. So, just
6:25:11keep talking and then just find a way to
6:25:13clip below to learn more.
6:25:14>> Yeah. All right.
6:25:15>> Cool. So, the first one is about camera
6:25:18anxiety. They don't know what to say on
6:25:20camera to get leads.
6:25:21>> Yeah. After two days of working with me,
6:25:23this person who has camera anxiety and
6:25:26doesn't know what to do to get the leads
6:25:28for their business becomes Mr. Yapathon.
6:25:34>> This is the point.
6:25:35>> So, you can just pause here.
6:25:36>> I can hate scripting [ __ ] So, so you
6:25:38can just pause here and go, "Well, how
6:25:39does that work?" N
6:25:40>> how does that work? Okay. How does that
6:25:41work? How does that work? We're not
6:25:43going to talk about the specific things
6:25:44inside the workshop.
6:25:46>> Okay.
6:25:47>> In the workshop, we give you exposure
6:25:49therapy. The exposure therapy makes you
6:25:51hate it for a second and then all of a
6:25:54sudden you realize, oh, it's actually
6:25:56not that bad because, oh, yapping with
6:25:59what I know gets me more customers. And
6:26:01that's what we go through in the two
6:26:03days. If you want to be in the workshop
6:26:05with those two days to get your camera
6:26:06confidence, click the link below.
6:26:08Awesome.
6:26:09>> Yeah. Banger. So, the thing you did
6:26:10really, really well in that first
6:26:11sentence was you mentioned like two-day
6:26:13workshop. You also mentioned generating
6:26:15leads, which is the outcome that you
6:26:17want. So, you did two things that we
6:26:19talked about before, which was like the
6:26:20committed language. So, like now I know
6:26:22it's an event, now I know it's a
6:26:23workshop. So, I expect that on the
6:26:24landing page. And you also said
6:26:25generating leads, which is specifically
6:26:27a service-based business owner probably.
6:26:29So, this ad will probably do a decent
6:26:31job of getting service based business
6:26:32owners, not e-commerce drop shipping
6:26:33talks.
6:26:34>> Cool.
6:26:35>> Uh, the next one, it's going to be
6:26:37adjacent to that, but I want you to talk
6:26:39about the fear of judgment that comes
6:26:41with camera anxiety.
6:26:42>> Yeah. After two days, the fear of
6:26:44judgment in front of the camera has been
6:26:46lifted. This person went to not knowing
6:26:48what to say because people will judge to
6:26:52yapping everything they know and
6:26:53everything they love about what they do
6:26:55and what they have to offer to their
6:26:57customers. What did that bring them?
6:26:59More leads. If you want to do the same
6:27:01thing from this fear of judgment and not
6:27:04know what to say to this talking about
6:27:07what you know best, click the link
6:27:09below, join the workshop, and uh let's
6:27:12make fun.
6:27:13Click the link below and let's have fun.
6:27:16>> Cool. Do that again. I just want you to
6:27:18redo the intro cuz it took you like a
6:27:21little bit longer than I would have
6:27:22liked for you to mention getting leads.
6:27:24>> Yeah. Yeah. Yeah. Okay. After two days
6:27:25of working with me, the fear of judgment
6:27:27in front of the camera was lifted. What
6:27:30that led to was more leads because
6:27:33you're yapping a lot. And that yappathon
6:27:36creates trust and authenticity which
6:27:39then brings those customers in for more
6:27:42sales. If you want to work with me and
6:27:45get amongst it to go from unknown to
6:27:49known in your industry because you talk
6:27:51the talk and also walk the walk, click
6:27:54the link below. See you in the workshop.
6:27:56>> Banger. Next one is relying on word of
6:27:59mouth.
6:28:00>> Relying on word of mouth. So probably
6:28:02changed a graphic here. A lot of our
6:28:04students have relied on word of mouth
6:28:06before coming to the workshop to get
6:28:08their leads but they plateaued. So, what
6:28:11we do is we create a digital salesman in
6:28:14your sleep. We cover everything in a
6:28:16two-day workshop to building the systems
6:28:18to being organic and authentic on camera
6:28:21so that by the time you're in bed and
6:28:24having all those content pieces running
6:28:27organically, people are finding you in
6:28:29their sleep that have never heard of you
6:28:30before. They trust you, they book you,
6:28:33and you get your sales. If you want to
6:28:35know more, click the link below.
6:28:37>> Do it again. You'll do better the second
6:28:38time. A lot of our students have relied
6:28:40on word of mouth for the last two plus
6:28:43years. And when they've come to us to do
6:28:45this two-day workshop, they've become a
6:28:48digital salesman. But in their sleep,
6:28:51people are sharing, people are
6:28:52referring. Yes, it's word of mouth, but
6:28:55at scale because it's online. If you
6:28:57want to know how to do this, build the
6:28:59systems, build the camera confidence,
6:29:01click the link below.
6:29:02>> See that was better. See, you just did
6:29:04the second take and then like just cuz
6:29:05the first one you kind of like arm in
6:29:06your eye a little bit. that wastage we
6:29:08were talking about. Correct. The other
6:29:09thing you did well was you changed the
6:29:11committed language to our students. So
6:29:12it implies like an application form on
6:29:15that landing page now makes sense.
6:29:17>> And then there was something else you
6:29:18said as well. Oh yeah, that's right. You
6:29:20said like for two plus years they've
6:29:21been relying on word of mouth. So that
6:29:23was another decent way of like filtering
6:29:25for [ __ ] clicks.
6:29:26>> Again, it's going to reduce the number
6:29:28of like I just started my [ __ ]
6:29:30business last week. People that come
6:29:31through.
6:29:32>> Yeah,
6:29:32>> that's good. Let's do we can do reliant
6:29:35on ad spend. rely on ad spend. Okay.
6:29:38>> Yeah.
6:29:39>> A ton of our students are sick of
6:29:40donating money to Mark Zuckerberg in
6:29:43their ad spend. They want to lower the
6:29:45costs and still bring in more leads. And
6:29:48that's why we create the organic
6:29:50salesman in your sleep. In our 2-day
6:29:53online workshops, you'll learn how to
6:29:55create a library of organic content that
6:29:58is up everywhere for free perpetually,
6:30:02which means forever. And then from
6:30:04there, the best performing ones can then
6:30:07be put into ads and the ad spend is
6:30:10improved anyway. So it actually
6:30:12complements this. This is an ad. You go
6:30:14to the channel, you see the organic
6:30:16content that validates everything that
6:30:18I've been saying. That's the point. You
6:30:20learn that in the two-day workshop.
6:30:21Click the link below.
6:30:22>> Yeah, that's good. Let's do the same
6:30:26angle, but now instead of talking about
6:30:29reduced ad spend, I want you to go more
6:30:32organic leads. So this is an example of
6:30:34like how we were talking about before.
6:30:35You can communicate the same idea just
6:30:37from different angles. So more organic
6:30:39leads is the same as less ad spend.
6:30:41We're just focusing on their brain on
6:30:43more organic leads.
6:30:43>> More organic leads.
6:30:44>> Y a ton of our students are using a lot
6:30:47of ad spend to bring in more customers.
6:30:49We teach them to bring in more organic
6:30:52leads which lowers the ad spend as well.
6:30:56As a bonus, the organic content then
6:30:58becomes best performing ads anyway. So,
6:31:02the thing snowballs, it's a two-day
6:31:04online workshop. You want to get
6:31:06involved, click the link below.
6:31:07>> Let's do uh more trust by an extension
6:31:11of that, becoming like an authority in
6:31:14this space.
6:31:15>> Our students come to our workshops
6:31:17because they're the expert, but nobody
6:31:19knows that they are online. They run
6:31:22ads, but some people still don't believe
6:31:24them, and the ads get expensive. That's
6:31:27why in the 2-day workshop, we cover all
6:31:29bases so you learn how to make the
6:31:31organic content that makes you the
6:31:33authority. Look how happy he is.
6:31:35Everyone's validated him and trust him.
6:31:38That could be you. Two-day workshop, go
6:31:41from here to here. Click the link below.
6:31:44>> I want you to do this one isn't on the
6:31:46board, but just a random Hail Mary shot.
6:31:49I just wanted you to go straight for the
6:31:51drug and just like explain the workshop
6:31:54and everything that happens. Actually,
6:31:55do you remember the feedback story arc?
6:31:57The feedback story arc was like you
6:31:59split the business the offer into two
6:32:01pillars and you explain why before each
6:32:03one. Just basically do a feedback story
6:32:05arc in like a minute.
6:32:06>> These business owners don't have camera
6:32:08confidence, don't have systems in place
6:32:10to create more organic content to build
6:32:12trust in their industry, the authority
6:32:14that they have, but nobody knows or
6:32:16cares about online. This two-day
6:32:18workshop that I run online teach
6:32:21>> Oh, wait. Can you start that again? But
6:32:24the outcome I want you to focus on is
6:32:26generating leads. You did the content,
6:32:29you did the content content creation
6:32:31agencies, they [ __ ] always do this.
6:32:32They talk about like building authority
6:32:34and build brand, which I know we just
6:32:35did, but I know that the most compelling
6:32:38one is if you chase that outcome
6:32:39downstream, it's like more leads, more
6:32:41profit.
6:32:42>> So do that again. But like say content
6:32:45to generate leads.
6:32:46>> Yeah. Yeah. Okay.
6:32:47>> Rather than I got it, I got it. I got
6:32:49it. Cool. you're stuttering on camera
6:32:51trying to make organic content because
6:32:53essentially you just want more leads,
6:32:54right? But you just don't know where to
6:32:56start. You don't have the systems, you
6:32:57don't have the flow, and you just give
6:32:59up. This is what we do in our two-day
6:33:01workshop. We cover all of these bases
6:33:04and have you running them really easily
6:33:08forever. And if you still get stuck, we
6:33:11do the six months of support because I
6:33:13want you to win. I don't want you to
6:33:15just have viral content and lots of
6:33:18content and say that you're consistent
6:33:20and have clarity. I want you to get more
6:33:23leads and more importantly sales. Who
6:33:26doesn't want more sales? Click the link
6:33:28below if that's you. Now that we've kind
6:33:30of dipped the toe into short form
6:33:32content creation, we need to create a
6:33:33long form piece of content which will be
6:33:35our video sales letter, our VSSL. So
6:33:37we're going to do that now.
6:33:38>> All right. Sweet. So video sales
6:33:39letters, as you know already, this is
6:33:41going to go at the top of the landing
6:33:42page. It's also going to get sent to
6:33:44them a few times before they actually
6:33:47get to the sales call. And so this is
6:33:49the main piece of marketing material
6:33:51that's trying to support your entire
6:33:53argument. Like we're talking about
6:33:54debating at scale, right? Like this is
6:33:56the core argument. So you want to I
6:33:59generally think that people massively
6:34:01overthink their VSSLs and then they get
6:34:04into this analysis paralysis thing.
6:34:06Again, like done is better than perfect.
6:34:08There's a couple key things we want to
6:34:10accept though. So, for one, we're not
6:34:12going to have a 100% viewer retention
6:34:14curve. It's going to look something like
6:34:17that, right? And so, we can't I mean,
6:34:20sure, there's things we can do to fight
6:34:22that, but we just had to accept that
6:34:24we're not going to have 100% view
6:34:26retention curve. So, we can't rely on
6:34:28someone getting to the end of this to
6:34:30consume the most important information,
6:34:32right? So, what we want to do is order
6:34:35it from most important to least
6:34:39important piece of information. So
6:34:40pretty much what you're saying is a VSSL
6:34:43is just a video version of the landing
6:34:45page for most of the important stuff at
6:34:47the start.
6:34:48>> Yeah. And also a video version of the
6:34:50sales pitch. So the VSSL gets really
6:34:53really easy once you've like really
6:34:56refined your sales pitch. But again,
6:34:58like we had to start somewhere. Like for
6:35:00example, the original with you VSSL that
6:35:02me and Aiden filmed, I one took the
6:35:04entire thing cuz we knew exactly what
6:35:06our pitch was. So, generally speaking,
6:35:09two things that are going to stay pretty
6:35:10consistent is this first 30 seconds. We
6:35:13want to meet them where they're at. We
6:35:15want to repeat back to them things that
6:35:17are going through their head, right? So,
6:35:19remember we did the customer avatar like
6:35:20things that moving towards waveform. We
6:35:22just want to like stack pain point pain
6:35:26point and then like a towards motivator.
6:35:28Again, like does it matter if we do
6:35:30towards or away? Not really. Just
6:35:32whatever resonates the most with the
6:35:34customer. Couple other things we want to
6:35:36do in this 30 seconds as well is also
6:35:40like proof, right? So, there's a couple
6:35:43different ways you can do this. The way
6:35:44that we do it on our VSSL is we have it
6:35:47and you have it like flash up on the
6:35:49screen behind me, don't you? Right.
6:35:50There's other ways you can do it as
6:35:52well. Like B-roll as well is another
6:35:54really good one. I mean, this is
6:35:55specific to us, but we'll edit in clips
6:35:58of all the different workshops. It
6:36:00reminds me of like when I was working in
6:36:03nightlife. The hardest event to sell was
6:36:05always just the first one because you
6:36:07didn't have any photo or video evidence
6:36:08that people had rocked up to this room
6:36:10that you were promoting. Right. The
6:36:12whole purpose of the first event is just
6:36:13to get warm living bodies in the room so
6:36:16that you can take a bunch of photos and
6:36:18videos and then prove to everyone for
6:36:19the second one. Look, people came to
6:36:21this first one. Right.
6:36:22>> Y
6:36:22>> So that's massive social proof. And for
6:36:23B-roll, that is just uh footage that
6:36:26overlays the initial footage of what
6:36:29you're talking about.
6:36:30>> Yeah, correct. So, you got the A- roll,
6:36:31which would be like me talking to
6:36:33camera, and then if Aiden was to flash
6:36:35up images and videos over this, like
6:36:37that would be the B- roll.
6:36:38>> Yep.
6:36:39>> So, we do that and like that's like the
6:36:41first 30 seconds. Now, we want to get
6:36:45into what I call this feedback story
6:36:48arc. So, the feedback story arc. I'm
6:36:51sure there's like other ways people call
6:36:53this, but I kind of came up with this
6:36:55name back in 200
6:36:582019.
6:36:59>> And so, essentially, it's a nonfeatured
6:37:04driven way to explain how you do what
6:37:07you do to the customer.
6:37:08>> And so, what you do is you split your
6:37:11offer into two core pillars. So, you
6:37:14have pillar one and pillar two. But
6:37:17before explaining those two pillars, you
6:37:20put why before them, right? So if you
6:37:24had to split your business into two core
6:37:25pillars, what would they be? I think
6:37:27we've spoken about it already, but just
6:37:28again,
6:37:29>> yeah, uh online workshop um one-on-one.
6:37:33>> Cool. And then what's uh the second
6:37:35pillar? Is it like ongoing support?
6:37:37>> Yeah, ongoing support.
6:37:38>> This one-on-one workshop is like this
6:37:41unique delivery mechanism, right? So you
6:37:44want to compare it to things that they
6:37:45have done before. So, why is this
6:37:48one-on-one workshop delivery mechanism
6:37:50better than things that have experienced
6:37:52before? And what have they experienced
6:37:53in the past?
6:37:54>> Yeah. Uh, they've obviously tried
6:37:56someone else done for you.
6:37:58>> Yeah.
6:37:58>> They've tried an internal internal
6:38:01marketer, but they were not good enough.
6:38:04>> Yeah.
6:38:04>> Or they've tried it themselves DIY and
6:38:08they just don't know what they're doing.
6:38:09>> Yeah. Exactly. Like all this kind of
6:38:11boils down to they don't know what they
6:38:12don't know.
6:38:13>> Yeah. What is the good problem that they
6:38:17get as a result of the one-on-one
6:38:19workshop? That means they need the
6:38:20ongoing support.
6:38:21>> So they will get a system that is
6:38:23internal.
6:38:24>> Yeah. So that that system needs to be
6:38:26monitored.
6:38:27>> Yep. System that Yeah. that is built and
6:38:30then needs to be monitored.
6:38:31>> Yeah. Ongoing feedback, right?
6:38:33>> Yeah. Ongoing feedback to their content
6:38:35>> cuz now we have numbers to talk about.
6:38:37So if I was to raw dog your feedback
6:38:39story arc could be something like you do
6:38:41the first 30 seconds and it's like yep
6:38:43like previously what we tried to do is
6:38:45we tried to solve this with like done
6:38:46for you like solutions. A lot of people
6:38:49had tried internal team members but the
6:38:51core problem that all of these avoided
6:38:53was the fact that the business owner
6:38:55didn't know what they didn't know and so
6:38:57they were delegating it and the person
6:38:59they were delegating it to had a
6:39:00completely different opinion. It was
6:39:02like they was just speaking a completely
6:39:03different language. Right? And so the
6:39:05way that we solve this is we'll we just
6:39:07do one-on-one workshops. Now the reason
6:39:09this is more beneficial than like a done
6:39:11for you agency or getting someone
6:39:13internally is you'll actually be able to
6:39:15wrap your head around this. So if some
6:39:16point in time that it makes sense to
6:39:18delegate to someone else, you can call
6:39:19them out in your [ __ ] You actually
6:39:21have a strategy in place and you can
6:39:22just repeat what already works. You also
6:39:24already know your customer better than
6:39:25everyone else. One of the things is just
6:39:27like this organic social media content
6:39:29thing just come out of nowhere and you
6:39:30don't understand it. So you have this
6:39:31avoidant relationship with it. And so on
6:39:33the one-on-one workshop, we do XYZ and
6:39:35then you kind of just like feature dump
6:39:36a little bit
6:39:37>> 100%.
6:39:38>> But you know, now that you've got this
6:39:41system live, you need to monitor the
6:39:42system. Now we actually have numbers as
6:39:44well that we can talk about. Like
6:39:45previous to this, you just like didn't
6:39:47know or you didn't know. You were just
6:39:48throwing stuff out there. You had no
6:39:49idea what to do with the feedback. Now
6:39:51what we need is ongoing feedback. Just
6:39:53like when you have ad spend or you have
6:39:54processes, you have people, you need to
6:39:56look at the feedback, go through, all
6:39:58right, cool. We're going to repeat this
6:39:59successful action. We're not going to do
6:40:00this anymore. And that's why for 6
6:40:02months after as I continue to work with
6:40:03people so that that they don't just have
6:40:05the system in place but they have the a
6:40:07welloiled system just like you'll take
6:40:09your car into the mechanic to tune
6:40:11things up make it faster make the
6:40:13exhaust bit flames so it still goes 0 to
6:40:15102.9 seconds flat and we can continue
6:40:18to improve that process. And so between
6:40:20the two things we had the one-on-one
6:40:21workshop so we can speedrun your
6:40:22understanding and then we have the
6:40:24ongoing support so that you don't just
6:40:26have this system you continue to improve
6:40:27it. Right? So that would be and you'll
6:40:29be able to do that better because the
6:40:31the best thing with a feedback story arc
6:40:33as well is the business owner can always
6:40:35tell it really really well because they
6:40:37just tell a story of like how the
6:40:39business came about. And so one thing
6:40:41that I generally tell people to avoid
6:40:44when it comes to VSSLs is trying to
6:40:46script it word for word.
6:40:49>> Yeah. I've tried it myself and I just
6:40:51felt in in ingenuine.
6:40:54>> Yeah. And people can tell too. So, I
6:40:57learned this from Diana Cooney, who was
6:40:58my voice coach,
6:40:59>> that people will just read micro
6:41:02expressions. And so, you ever like
6:41:04spoken to someone like something's off
6:41:06with this person, like it feels too
6:41:07scripted and like too perfect. It can be
6:41:10the same thing in your VSSL also in your
6:41:12ads as well, when it comes off too
6:41:15perfect, they come off like a news
6:41:17reporter and like a perfectly welllit
6:41:18studio like reading off a teleprompter
6:41:20like San Diego, right? Um whereas it's
6:41:24all the little ums and rs and I kind of
6:41:26darted around a little bit that made
6:41:28that more human.
6:41:29>> Yeah,
6:41:30>> it's actually it also makes me think of
6:41:32um I always fall asleep to audio books
6:41:35because they're just reading word for
6:41:36word but podcast cuz there's like a back
6:41:38and a for human
6:41:41>> laughter and stuff.
6:41:42>> Yeah. Yeah. Yeah. Right.
6:41:43>> But it creates authenticity and in a in
6:41:45a world now with AI
6:41:47>> more and more people try to fake it. So
6:41:50it's it may as well go for it. But in
6:41:52terms of structure, the 30 seconds
6:41:54ideally is just y pillar. Y pillar.
6:41:58>> No, no, no. So that's the feedback. So
6:42:00that's after this. So this 30 seconds
6:42:03here is just
6:42:04>> meet them where they're at.
6:42:05>> Yeah. Meet them where they're at.
6:42:06>> Touch. Uh and then what's the bottom on
6:42:08there?
6:42:08>> Uh that says towards it. Had terrible
6:42:10handwriting. So just repeating so that
6:42:12they know like yep that those are the
6:42:13things that are going through my head.
6:42:16>> This works because it's got some proof
6:42:17flashing up as well. And then you
6:42:19explain how you do what you do. So
6:42:21feedback story arc is up there.
6:42:23>> Then the next part is kind of open as
6:42:26like a little bit of a choose your own
6:42:27adventure. So you'd want to think,
6:42:30right, we're constructing this debate.
6:42:32Well, let's start doing it now. So let's
6:42:35have point A. We're going to have like I
6:42:37don't know, we might have five points in
6:42:39your video. In your video sales letter,
6:42:41you say what the two days consists of
6:42:45and you break it down.
6:42:46>> And I followed I would follow that in
6:42:49that choose your own adventure.
6:42:50>> Yeah. because this says like yeah it's a
6:42:52workshop and then it's ongoing support.
6:42:54So the next argument might be like what
6:42:56do we cover in the two days?
6:42:57>> Yeah I cover in the two days but then I
6:43:00also would copy so I there's seven
6:43:03modules that we cover in the two days.
6:43:06>> Yeah.
6:43:06>> Uh the first four in day one and then
6:43:09the second three in day two and then any
6:43:12catch up any whatever. But when I
6:43:14mention one module, I'll reflect it back
6:43:16to the most likely type of audience I'm
6:43:19trying to appeal to and an example.
6:43:22>> What do you think of that?
6:43:23>> Yeah, that's good. Like what the best
6:43:25way to like approach these sections
6:43:27after this is kind of like a Q&A. So
6:43:29like when I've had to film VSSLs with
6:43:31Jackson, he doesn't like reading off of
6:43:33a script either, but also just like
6:43:34doesn't know what to say. So I would sit
6:43:36behind the camera and just say, "Can you
6:43:39just explain like how semester 2 works?"
6:43:41and he goes, "Oh, the way semester 2
6:43:42works is this, this, this, and then just
6:43:44ask clarifying questions off camera."
6:43:46>> So, what what do we cover in the two
6:43:48days? That would probably be the next
6:43:49section. So, A, and then B would
6:43:52probably be like elaborating on pillar
6:43:54two, which would be like what kind of
6:43:55what does the support look like? What
6:43:56else would you want them to know before
6:43:58they get to the sales goal?
6:44:00>> Expectations.
6:44:01>> Results and outcomes. results and
6:44:03outcomes from the workshop and the
6:44:07support, but also expectations of what
6:44:10we expect them to do and to bring and uh
6:44:15also beyond who who they need to be for
6:44:18this to work. Now, what if they don't
6:44:20get to that part in the video because
6:44:22they've already clocked off and they've
6:44:24already booked a call, but they've
6:44:27missed the point that who this is for is
6:44:29not actually for them. example,
6:44:32>> I uh adopted your theory of no product
6:44:36based businesses uh initially and people
6:44:39would go, "Oh, I'm a product based
6:44:41business. I don't want to I didn't think
6:44:43it was for me."
6:44:44>> Yeah.
6:44:44>> In the video, you talked about this.
6:44:47They're telling me this. In the video,
6:44:48you said you don't do product based
6:44:50businesses, so I didn't want to book in,
6:44:52>> but then the guy literally last week I I
6:44:56he came in and said, "Yep, I'm keen on
6:44:58the workshop." By the way, in your call
6:45:00you said you don't do product based, but
6:45:02he invented the product,
6:45:04>> which is
6:45:06>> Yeah. It's one of those kind of edge
6:45:07cases.
6:45:08>> Yeah. Yeah.
6:45:09>> Um but Yeah. Anyway, so who this is for
6:45:12if they don't get to that point, does it
6:45:14matter?
6:45:15>> Yeah. Well, because you're going to put
6:45:15that in your application like
6:45:17disqualifications anyway.
6:45:18>> Yeah.
6:45:19>> So like um
6:45:20>> a video of sales letters more for the
6:45:22video.
6:45:23>> Yeah. Like for example, if the who this
6:45:24is for is like how you got to be able to
6:45:25do the work, you can do the red flag
6:45:27test.
6:45:27>> Yeah. Cool. And then what about the
6:45:29conclusion? How do we finish off a VSSL?
6:45:31>> It's just a simple call to action. Like
6:45:33[ __ ] like [ __ ] all people are going to
6:45:34like get to the end of that anyway. I
6:45:36mean like 20% of people might like they
6:45:38know because also like underneath this
6:45:40video it's going to say next step do
6:45:42this like the call to action is going to
6:45:43be like
6:45:44>> once they get the point once their
6:45:45specific question has been answered
6:45:47which is most likely at the start anyway
6:45:49>> cuz the reason they keep watching is
6:45:52we're going from macro cuz they want to
6:45:53everyone wants to see the big idea and
6:45:55then the details are where they start to
6:45:57drop off. So like the viewer behavior is
6:46:00like if they are like convinced by this,
6:46:03they stop watching and they complete the
6:46:04form or they just stop watching and they
6:46:06go to the call, right?
6:46:08>> If they watch that, they're like, "Oh,
6:46:10is this just like an online course?" And
6:46:12then you explain like, "What do we
6:46:14cover?" Yeah.
6:46:15>> Then they go, "Ah, sweet. But okay, the
6:46:17ongoing sport, how does that work?" Then
6:46:19they keep watching.
6:46:20>> If they're convinced by point B, then
6:46:22they're like, "All right, I'm probably
6:46:23not going to be fucked." And then but if
6:46:25they're like all right but like that
6:46:27sounds good but what kind of results can
6:46:29I get then they keep watching C
6:46:32>> and if they're like well will this work
6:46:34for my industry though then they watch D
6:46:36right so like you you see it's just like
6:46:37one objection after the other objection
6:46:39so there's this kind of again like macro
6:46:41to micro most important to least
6:46:43important if someone's watching
6:46:44generally speaking if someone's watching
6:46:46all the way over here they'll like
6:46:48they're more skeptical
6:46:50>> right they they want more details like
6:46:52what do you cover in the morning of day
6:46:53one [ __ ] like How often do you update
6:46:55the VSSL?
6:46:56>> We've had two versions of the with you
6:46:59VSSL about a year apart and I would only
6:47:03update it when there's been like
6:47:05significant improvements to the product.
6:47:08Um, like for example, we used to have
6:47:10like two or three calls a week. Now we
6:47:12have like two or three before lunch
6:47:14every day.
6:47:15>> Or like as you get more B-roll footage.
6:47:17>> Yeah.
6:47:18>> Yeah. So more B-roll, more proof of
6:47:20concept.
6:47:21>> Or like a year of feedback from the
6:47:22sales team. So like if the sales team
6:47:25says okay example so like the sales team
6:47:28says hey like when people find out how
6:47:29many calls there are they enroll way
6:47:31faster and so we had that pretty early
6:47:33on in our video.
6:47:34>> Okay so the feedback loop is important
6:47:37and drives the evolution of the VSSL.
6:47:39>> Yep. Okay. Finally, what if you think
6:47:41that your VSSL is the problem?
6:47:43>> Well again like when you say problem you
6:47:46had to get specific on like what the
6:47:47problem is like you feel like people are
6:47:50not booking you because they're getting
6:47:51to the landing page. Mhm.
6:47:53>> They're watching the VSSL and then for
6:47:55some reason they clock off.
6:47:56>> Uh, one thing you can do is you can
6:47:59install Microsoft Clarity.
6:48:01>> So, Microsoft Clarity is this free uh
6:48:04you you've probably heard of Hot Jar.
6:48:06It's like that but free and faster.
6:48:09Imagine being like you pour your heart
6:48:11and soul into your [ __ ] SAS startup
6:48:12and Microsoft makes you a feature.
6:48:15That's diabolical. But like you can
6:48:18install Microsoft Clarity and see
6:48:21Microsoft Clarity is great for
6:48:22qualitative feedback because you can get
6:48:24quantitative feedback based on like
6:48:26conversion rates, clickthrough rate
6:48:27really easily, but like what do they
6:48:29actually do on the landing page? That's
6:48:30what Microsoft clarity is great for. So
6:48:32if you see they're like watching the
6:48:34VSSL and then bouncing like probably the
6:48:37VSSL's problem then.
6:48:38>> Excellent,
6:48:38>> right? But if they're just like
6:48:40scrolling around the page and not
6:48:41watching the VSSL, well then maybe you
6:48:43just need to [ __ ] tell them to watch
6:48:45it. Or like I host my VSSL on is it
6:48:48Wistia, Aiden? I don't know why I'm
6:48:49asking you. This is my [ __ ] thing. I
6:48:51use Wistia because um like YouTube's all
6:48:55right, but Wistia you can basically you
6:48:58can choose a section of the video to
6:49:02loop as the thumbnail. And so I just
6:49:05picked a really visually engaging part
6:49:07that shows like B-roll of the workshops
6:49:10and so our play rates a little bit
6:49:11higher
6:49:12>> wier. Okay, we'll put that in. That's a
6:49:14good tip. Now the other thing as well
6:49:16with uh that first section or the most
6:49:19engaging section of the video, would you
6:49:21put more content, more B-roll, more
6:49:24animations, more ADHD retention [ __ ]
6:49:27>> How long did the first 30 seconds take
6:49:29you?
6:49:31>> 8 hours. So, so what I'm saying is don't
6:49:34overproduce the entire video. Focus on
6:49:36the first bit, which is where most of
6:49:39the viewers would be.
6:49:40>> Yeah. Cuz this is where they're
6:49:41deciding. They're thinking like, what's
6:49:43in it for me?
6:49:44>> And so, you had to Aiden put
6:49:46disproportionate effort. I I I genuinely
6:49:49I think I I think I scripted my first 30
6:49:52seconds for the VSSL, didn't I? The rest
6:49:54I didn't. I might have had points.
6:49:56>> I had a I had a very solid outline. I
6:49:58need to hit these points in that first
6:50:0030 seconds cuz they're they're deciding
6:50:02here if they're going to if this is
6:50:04worth their time.
6:50:04>> So like a a through the D for me I can
6:50:07yap unscripted
6:50:08>> no. It's just that paranoia for the
6:50:10first 30 seconds and maybe the feedback
6:50:12story arc as well.
6:50:14>> I mean the feedback story arc I can
6:50:16>> feedback story arc I have points
6:50:17>> pretty. Yeah. Okay, cool.
6:50:19>> And then the feedback story arc gets
6:50:21better as you do more sales processes
6:50:23because the feedback story arc is your
6:50:25sales pitch. Yeah.
6:50:26>> Um like it's before someone enrolls,
6:50:28they probably heard the feedback story
6:50:30six times and didn't know.
6:50:31>> Do you have a template uh for the VSSL
6:50:34structure that people can have?
6:50:35>> Yeah, we give them a rough template.
6:50:37>> Amazing.
6:50:37>> Yeah, I think it's a PowerPoint
6:50:39presentation slide they can just follow
6:50:40along with.
6:50:41>> But again, we tell them like try not to
6:50:43like script this word for word.
6:50:45>> Yeah, scripting and this is from my
6:50:47personal opinion. Scripting is um
6:50:50there's a place for it, but more and
6:50:52more people like the adlib. The thing
6:50:54with VSSLs as well is, and I make this
6:50:57point in the workshop, they work well
6:51:00even if you do them poorly.
6:51:02>> Yeah.
6:51:02>> So, if you have a landing page, landing
6:51:05page A that does not have a VSSL. And
6:51:08landing page B has a video from me that
6:51:10says, "Hey, my name's Brandon. Um, I'm
6:51:13the managing director here. When you
6:51:15book a call, it's probably my voice you
6:51:16hear. See you soon." Version B will do
6:51:19slightly better. like whenever we get
6:51:21the business owner just like on camera,
6:51:23it just builds significantly more trust.
6:51:25There's another variation of uh like I
6:51:28came up with this lazy VSSL. Um I call
6:51:32it the Google review VSSL. So I had this
6:51:36client I think Curious got this client.
6:51:38Uh the solar in like souththeast
6:51:42Queensland or something like that. It's
6:51:44like the wild west for solar. I nearly
6:51:45didn't want to take on this client cuz I
6:51:46was like, "Dude, I don't want the
6:51:47[ __ ] smoke on this one." And their
6:51:50cost per lead was before us it was $150
6:51:54and then I got it down to a hundred but
6:51:57they didn't have a VSSL on their landing
6:52:00page. They're also really really time
6:52:02poor but they had hundreds of Google
6:52:04reviews. So, all I did was I emailed one
6:52:07of the owners and I said, "Hey, can you
6:52:10install Loom and just have your webcam
6:52:13on and just scroll through your Google
6:52:15reviews and just talk about them and
6:52:17then send it to me?" And so all he did
6:52:20was he scrolled through his Google
6:52:21reviews and said, "Ah, here's Wendy. I
6:52:23remember speaking to Wendy. She gave us
6:52:24five stars. She got burnt by someone in
6:52:27the past and then she had this to say
6:52:28about us." Scroll to the next one. Ah,
6:52:30here's Tony. I remember Big Tony. Tony
6:52:32came to us with this problem. Um, I
6:52:34think we sent out this rep for him and
6:52:36he had this to say. He just did that for
6:52:38like two or three minutes and I just
6:52:40burnt captions in, put on the landing
6:52:41page, double the conversion rate and cut
6:52:43the cost per in half. That was literally
6:52:45all it was. It was like the simplest. It
6:52:46was like the You'll see a lot of our
6:52:48especially like home servers and trades,
6:52:49a lot of our with you members will do
6:52:51that one cuz it's like you can literally
6:52:53do it in like three [ __ ] minutes and
6:52:54you slip on the landing page, it like
6:52:56cuts your cost per lead in half. Bro,
6:52:57we're like [ __ ] hours into this
6:52:59[ __ ] video now. I don't know how
6:53:01much. Like clearly I don't know if Have
6:53:02you fell asleep? Have you fell asleep
6:53:04and this is just playing in the
6:53:05background? If so, thanks for bumping my
6:53:07average view duration. But [ __ ]
6:53:09clearly I know what we're talking about.
6:53:11You can do well with this video. You
6:53:12would go phenomenally if you just
6:53:14[ __ ] click one of the links in the
6:53:16description and come to a [ __ ]
6:53:17workshop. I've done like six CTAs by
6:53:19now.
6:53:19>> In terms of uh next step, a landing a
6:53:22VSSL can be recorded on Loom. Yeah.
6:53:24>> Which is incredible. Yeah.
6:53:26>> Uh you don't need a high-end production
6:53:28team to do that. Y
6:53:30>> So you want to cut the friction down and
6:53:32just get it out there. Yeah, just get it
6:53:34out there first. Like I think I told
6:53:35this story when we were filming the
6:53:37first part of this video last week, but
6:53:39when me and Aiden filmed the original uh
6:53:41with you VSSL, we filmed like 9 10:00
6:53:45a.m. that day. Aiden I like one took the
6:53:49entire thing. Aiden went home. While he
6:53:53was at home, I built out our landing
6:53:55page and he just sent me the rough cut.
6:53:57So, there was no captions. There was no
6:53:59animations. And in the first 30 seconds,
6:54:02it says flashing up on the screen is
6:54:04Tiana's testimonial. Aiden hadn't put
6:54:06Tiana's testimonial there. So, there was
6:54:08nothing there. I just published it on
6:54:10the landing page anyway, ran the ads,
6:54:12and it still worked. And so, I just told
6:54:14Aiden, I'm like, "Hey, like don't want
6:54:15to alarm you, but like, can you wrap
6:54:17this thing up?" And so, I think he just
6:54:19would edit 5 minutes at a time, and then
6:54:20just like send it to me. So done is
6:54:23better than uh and that is also another
6:54:26example of do as I say not as I do
6:54:27because that is definitely not best
6:54:28practice but I don't care like a VSSL at
6:54:32all is better than no VSSL on your
6:54:34landing page.
6:54:35>> All right VSSL is now done. We put it in
6:54:38to the landing page on the landing page.
6:54:41>> Uh also goes on the thank you page as
6:54:43well.
6:54:44>> Yep. and you ask them like five times in
6:54:47the nurture sequences like we just
6:54:48covered to like watch this VSSL, you
6:54:52position it as a benefit to them.
6:54:54>> Y
6:54:55>> so again like I said in the nurture
6:54:57sequence section you want to say like
6:54:58hey what will help you is giving this a
6:55:00watch before the call prevents you
6:55:02coming to the call and asking so what do
6:55:03you guys do because this video explains
6:55:05everything
6:55:05>> correct?
6:55:06>> Yeah you the ideal goal and what we get
6:55:10is this does so much heavy lifting for
6:55:13the sales team. So, I'll tell you the
6:55:14story. So, when we recorded that VSSL,
6:55:16the first couple leads, uh, Tim was my
6:55:19only sales rep at the time, and he was
6:55:21sick on that Friday, uh, for the calls
6:55:24that came in from this new VSSL. Now,
6:55:27previous to having this VSSL, Tim would
6:55:30we ran a lead magnet funnel, so people
6:55:32would get to a call with Tim expecting a
6:55:34done for you service. He'd have to
6:55:36downell them to this new thing they had
6:55:38never heard of called With You. talk
6:55:40them out of us doing it for them, try
6:55:43and convince them to come to a workshop,
6:55:45try and explain what the support was,
6:55:47like try and explain like how the
6:55:48support works, like overcome all these
6:55:50objections. And then we just took all of
6:55:53that, put it into a video because it's
6:55:55the feedback story arc and then
6:55:56explaining away their objections. And
6:55:58then the first guy that enrolled from
6:56:00the new VSSL, I did the discovery
6:56:02section of the sales process and then
6:56:05where my where my head was at was, oh,
6:56:07I'm going to have to explain with you.
6:56:08But I was like, hm. I was like, "Hey,
6:56:10did you watch the video that was on the
6:56:12like landing page when you booked this
6:56:13call?" And he was like, "Oh, yeah." I
6:56:15was like, "What do you think of it?" He
6:56:16was like, "Oh, I thought it was great."
6:56:18And I was like, "Did you have any
6:56:20questions?" He's like, "Yeah, what what
6:56:21dates the next one?" Told him the dates.
6:56:24He's like, "Anything else?" He's like,
6:56:25"Yeah, how much was it?" Told him the
6:56:27price. And he's like, "Yeah, it sounds
6:56:29sick. Like, how do we start?" I went,
6:56:31"What?" Yeah. So minimizing the
6:56:34questions by answering the ones that are
6:56:37most likely to be asked in the call by
6:56:38putting them in the VSSL is the best
6:56:40practice. So when they ask you answer in
6:56:44the VSSL except for the dates because
6:56:47you want to be underneath.
6:56:50>> Why don't you mention the price in the
6:56:51VSSL?
6:56:52>> Because one, we might put the price up
6:56:53and I don't want to re-record it. And
6:56:55two, I was always told price is a sales
6:56:57conversation, not a marketing
6:56:59conversation, right? We want them to see
6:57:02the value in it before we tell them the
6:57:04price. The marketing does a good job of
6:57:06conveying the value, but the marketing
6:57:09won't be able to do the sales team's
6:57:10job, which is to get the prospect to say
6:57:12out loud like, "Here's the cost of
6:57:14inaction, right? They're not going to
6:57:15have that conversation with themselves
6:57:17in their head." It can work, but it's
6:57:19just going to work for really, really
6:57:20bottom of funnel people. When you
6:57:22advertise at scale, you I believe you
6:57:25need conversations that walk people
6:57:28through that process. I know like Taki
6:57:29Moore um he does really really well
6:57:31without a sales team and he has like a a
6:57:34no call funnel. I wouldn't see that
6:57:37working at scale with ads though. That
6:57:39works really well with organic. But if
6:57:41someone just saw you on an Instagram ad
6:57:43this morning, they're on a call with a
6:57:45stranger that ne next afternoon.
6:57:48Obviously like if you got a zero and a
6:57:5110 and a 10 is a customer. Someone from
6:57:54an ad is down here at like a three. And
6:57:56so we need to slide them up towards a
6:57:5810. If someone's just come from your
6:58:00organic content, they're already at like
6:58:02an eight
6:58:02>> because they don't know what they don't
6:58:04know. And if they don't know what they
6:58:05don't know and they get the price,
6:58:08>> they're going to go, "Oh, no. This isn't
6:58:09for me." But actually, it is.
6:58:11>> They just haven't.
6:58:12>> Yeah. They haven't seen the value in
6:58:14their head. Again, because
6:58:16>> they're going to make up a story in
6:58:17their head and agree with it. and
6:58:18they're not going to talk, generally
6:58:19speaking, they're not going to talk
6:58:20themselves out of their opinion that
6:58:23this is too expensive.
6:58:24>> What What happens when someone is just
6:58:27wants to save time and go, I just want
6:58:29to know the price, man. I don't want to
6:58:30get on a sales call. Whatever, whatever,
6:58:32whatever. What do you do?
6:58:33>> Yeah. So, there's a couple different
6:58:34ways you can approach it. It it does
6:58:36vary based on like a case by case
6:58:38status. So, generally speaking, what
6:58:41we'll do is we'll say, "Hey, man, it can
6:58:43vary anywhere from like 1,200 bucks all
6:58:45the way to like $30,000. is probably
6:58:47somewhere in the middle. The point of
6:58:48this call is to figure out like where
6:58:49you sit on that spectrum cuz we have
6:58:51down cells and stuff like that. And if
6:58:53someone wants one-on- ones with me, it's
6:58:54probably like I won't talk for less than
6:58:5630 grand.
6:58:58And then they think it's like they're
6:58:59like, "Oh, that's a [ __ ] off price."
6:59:00Like, "Dude, this is me. Give me [ __ ]
6:59:02charity work, cunt." Um,
6:59:08>> but then you also have like if you have
6:59:09like really really high D personality
6:59:11types, we'll just tell them the price
6:59:13honestly.
6:59:13>> Yeah. Sometimes actually I have a
6:59:15conversation with Jack who's one of our
6:59:16sales reps. Sometimes because they might
6:59:19text you like, "Hey, what's the price?"
6:59:21You might interpret as rude, but
6:59:23sometimes people are like, "Hey, like I
6:59:24I don't want to waste your [ __ ]
6:59:26time." But that doesn't come off in the
6:59:27text message. So generally speaking, um
6:59:30it v again it varies on a case by case.
6:59:32We'll either tell them or just like give
6:59:34them a range.
6:59:35>> Yeah. Yeah. Cuz what we want to avoid as
6:59:37well is like the person could have [ __ ]
6:59:39all in their bank account and it
6:59:41generally like dude I'm not I'm not
6:59:43going to be able to buy if it's you know
6:59:44too expensive which is fair enough like
6:59:46I don't want that person taking up space
6:59:47in the calendar. It's just a waste of
6:59:48time.
6:59:49>> Yeah.
6:59:49>> Cool.
6:59:50>> Sev and I are going to craft out his
6:59:52VSSL structure as well as film it and
6:59:54you can watch me coach him through the
6:59:55process.
6:59:55>> All right. So with VSSLs the structure
6:59:58is actually very similar at least in
7:00:00philosophy to the landing page. So we
7:00:04want to go from most important
7:00:05information that like most people are
7:00:08going to be concerned about to the
7:00:10least. So the first 30 seconds the main
7:00:12things is like what is this? Who is it
7:00:14for? Does it work? Um and then what we
7:00:17do is we go on to the feedback story arc
7:00:20which you'd be familiar with. We can do
7:00:21a refresher because it's been a while
7:00:22since we last recorded. And then
7:00:24essentially the tail end is just like a
7:00:27series of like FAQs. Um because when you
7:00:30watch the view retention curve,
7:00:32naturally, as we've spoken about
7:00:34already, there's going to be a pretty
7:00:35heavy decline. And so we want to
7:00:37frontload obviously the most important
7:00:39information. And then the people that
7:00:41are still watching at the end, they're
7:00:43the ones that like a little bit more
7:00:45skeptical. There's just one little
7:00:47question that they need answered. And
7:00:48then those are the people that are like
7:00:50the 10% watching at the end.
7:00:51>> Now, the most common question I get is
7:00:53how much does it cost?
7:00:55>> Would I put that at the first 30 seconds
7:00:57of the VSS? No, I actually don't. Um
7:00:59there's a lot of different um I suppose
7:01:02opinions on this. Um I was always taught
7:01:05that price is a sales conversation. I
7:01:08know in the US they are a little bit
7:01:11more direct with the pricing. The other
7:01:13reason I don't like putting the pricing
7:01:14in is in case you like increase it and
7:01:17you know you got to [ __ ] re-record
7:01:18this thing. Um, what you can do instead,
7:01:22and what I like to do instead, is give
7:01:25some kind of indication on pricing. A
7:01:28couple different ways you can do that.
7:01:29Similar to like with your ads, you would
7:01:31speak about problems that only people
7:01:33that are in the revenue brackets you're
7:01:35targeting would experience, like having
7:01:37team members and stuff like that.
7:01:39>> Yeah. Yeah. So, you kind of qualify them
7:01:42um based on that information and then
7:01:44they'd roughly get
7:01:45>> Yeah. they should get like an indication
7:01:47um based on the video. Um and again,
7:01:50it's dials, not switches. So, there's
7:01:52going to be a percentage of people that
7:01:54come through that are unqualified. We're
7:01:55just trying to reduce that as much as we
7:01:57can
7:01:58>> and so that people can look at it and
7:02:00go, "All right, it's probably ballpark
7:02:01this depending on how experienced a
7:02:03buyer they are in the industry."
7:02:05>> Okay,
7:02:06>> cool. So, um the way that we'll do this
7:02:08is I will just prompt you what I want
7:02:10you to talk about. Now, just like with
7:02:13the ads, don't feel like you need to one
7:02:15take this [ __ ] thing and just raw dog
7:02:1719 minutes straight. That's another
7:02:19question people ask is like how long
7:02:21should the VSSL be? Um, generally
7:02:24speaking, there's a direct correlation
7:02:27between the sorry, an inverse
7:02:29relationship between how long the video
7:02:32is and how expensive it is. Um, so for
7:02:35example, um, if you are trying to sell a
7:02:39$5,000 course to 18 to 21 year olds on
7:02:42how to start dropshipping, they've never
7:02:44invested in themselves before. They're
7:02:46like ultra ultra skeptical and so you
7:02:48need more time to convince them. They
7:02:51also just frankly have more time.
7:02:53Whereas on the extreme other end of the
7:02:55spectrum, if you're trying to sell
7:02:56investment opportunities to
7:02:58sophisticated investors, they're more
7:03:01risk tolerant. um they also have
7:03:03significantly less time and so your VSSL
7:03:06will be much shorter. Uh it's basically
7:03:09what is the opportunity? Um are you guys
7:03:11credible? Uh and like what's the [ __ ]
7:03:13math formula that we're working with on
7:03:15this investment
7:03:16>> and how much do I talk about myself in
7:03:18the VSSL to validate it? Yeah, usually
7:03:21you embed that throughout the process or
7:03:24towards like after like when you're kind
7:03:26of like the FAQ section of ESL
7:03:29>> cuz there'd be people that like
7:03:31understand the first 30 seconds,
7:03:33understand what it works, but then they
7:03:34just like look at someone and go, I
7:03:36don't know, I've never met this person
7:03:37before in my life. What are his
7:03:39credentials? To some people, that's
7:03:41important.
7:03:41>> So, you want to cater to as many people
7:03:43as possible.
7:03:44>> Exactly. So, the VSSL is trying to cover
7:03:45as many things as it can. It's never
7:03:47going to be able to cover everything.
7:03:48And that's why we have the sales call.
7:03:50>> Okay.
7:03:50>> But basically the purpose of the VSSL,
7:03:52the VSSL does a few things. Number one,
7:03:54it absolutely increases the conversion
7:03:56rate of the landing page. Not many
7:03:58people are going to watch on that
7:03:59landing page though. They'll usually
7:04:00watch like 30 seconds and go, "Yeah, it
7:04:02seems interesting enough to at least
7:04:04give this person my contact details. Uh
7:04:06then they book a call." Then we repeat
7:04:08it on the thank you page. So, you put on
7:04:10the thank you page again because now
7:04:12that they've expressed a higher level of
7:04:14intent, now asking them to watch 10, 15,
7:04:1820 minute long VSSL, they're more likely
7:04:20to do it. Not 100% of the time, but
7:04:23they're more likely to do it because
7:04:24they've booked this call because they
7:04:26want information. And this video, this
7:04:28video is now a source of information.
7:04:30And the other thing to consider is they
7:04:32booked the sales call because they want
7:04:33information, but they might not get that
7:04:34information for 3 days whenever they
7:04:37booked the call. And so that they're
7:04:38looking for that information anyway. And
7:04:40so we repeat to them to watch this
7:04:42video. I like I built your nurtures the
7:04:44other day. And basically the way you
7:04:45frame the video is,
7:04:47>> hey, what will be really helpful for you
7:04:48is giving this video a watch before our
7:04:50call. Helps saves you a bunch of time.
7:04:52It also prevents you getting to the call
7:04:54and going like, so what do you guys do?
7:04:56Because this this video answers like 90%
7:04:58of the questions that people have.
7:04:59>> So you you're giving them an assignment
7:05:01to do.
7:05:02>> Yeah. But you got to rebrand it and not
7:05:03call it an assignment. Um, like people
7:05:06don't like being told what to do, so
7:05:07don't call it homework or an assignment.
7:05:09Like the way it's framed in your
7:05:10nurtures is what will be really helpful
7:05:12for you is giving this a watch before
7:05:14our call. Answers most of the common
7:05:16questions that we get it asked. Um,
7:05:18>> to optimize your experience, here's a
7:05:20video you should watch.
7:05:21>> Yeah, basically.
7:05:22>> Okay.
7:05:23>> Uh, there's like an infinite number of
7:05:25ways you could frame it. Um, and then
7:05:27the ideal outcome of the VSSL is they
7:05:30get to your sales call, you do the
7:05:32discovery session process, and they have
7:05:34[ __ ] all questions about how the program
7:05:37works. That's the ideal goal.
7:05:39>> Yeah. Minimize the sales call uh time.
7:05:41>> Yeah. You want them You don't want them
7:05:44getting to a call and having to do the
7:05:45discovery, introducing a new offer,
7:05:48explaining that it works, giving them
7:05:50all the testimonials, answering their
7:05:52questions. It's just like I'd rather
7:05:54just like get three out of four of those
7:05:56three or four of those out of the way
7:05:58before the call so we've only got to
7:05:59deal with one and just basically reduce
7:06:01psychological resistance on that sales
7:06:04call.
7:06:04>> I'll get perfect example is like when
7:06:06Aiden and I launched the first VSSL for
7:06:09you the first couple sales calls that
7:06:12came through we were used to like just
7:06:15doing a lead magnet funnel some we'd had
7:06:17to explain the whole [ __ ] offer
7:06:18convince them it works. It was so much
7:06:20such a long sales conversation, a lot of
7:06:22psychological resistance. And then the
7:06:24VSSL just was basically just our perfect
7:06:26pitch, just not on a sales call, just
7:06:29getting to watch it beforehand. And so
7:06:30we'd get people going to the call and I
7:06:32was like, "Yeah, did you watch that
7:06:33video on the landing page?" Like,
7:06:34"Yeah." And I was like, "What do you
7:06:35think of it?" They're like, "Yeah, I
7:06:36thought it was really good." I was like,
7:06:37"Did you have any questions?" They're
7:06:39like, "Yeah, what date's the next
7:06:40workshop?" I told them to date. And
7:06:42they're like, "Cool. What's the price?"
7:06:43I told them the price. Like, "Yeah,
7:06:44sweet. How do we get started?" That was
7:06:45it. That was the whole [ __ ] pitch.
7:06:47like that is the ideal outcome um for
7:06:50this VSSL does a lot of heavy lifting
7:06:51for the sales team.
7:06:53>> Cool. So, what we'll do, I'll prompt you
7:06:54through it now. Um, for everyone
7:06:56watching, I'll explain what the
7:06:58different sections are and so that you
7:07:00can follow along. Know, all right, this
7:07:01is basically roughly going to be my
7:07:03VSSL. Um, you're going to notice that
7:07:05we're not scripting this either. We're
7:07:06just working with prompts. Um, if you're
7:07:08an absolute beginner and you like
7:07:10reading off of scripts, sure, just try
7:07:12to make it not so obvious that like your
7:07:14eyes are darting to the side and reading
7:07:16a script. Um, they've got teleprompterss
7:07:18and stuff like that now, too. But you
7:07:19can just [ __ ] raw dog questions like
7:07:21this. Um, in my experience also doing
7:07:24this like prompting Q&A thing with
7:07:26someone off cameras, um, a lot of the
7:07:29people that I find, not Sev's not one of
7:07:31them, but a lot of the people the other
7:07:32people I've worked with that aren't
7:07:33confident on camera, they found this
7:07:35process really, really useful. So maybe
7:07:37just like buddy up with your cameraman
7:07:39and get them to ask you questions. All
7:07:40right, so the first 30 seconds, all I
7:07:42want you to do here is we're trying to
7:07:44answer who's this for and like what does
7:07:47it do? The third thing we want to do is
7:07:50embed proof. So you could either like
7:07:52mention testimonials or in post you can
7:07:55edit up screenshots. So for example in
7:07:57our VSSL it says like all the
7:07:59testimonials flashing up on the screen
7:08:01and Aiden has like hundreds of
7:08:02testimonials pop up behind me just like
7:08:03all the members that are flashing up on
7:08:05the screen. All the members that have
7:08:06been burned by agencies in the past. So
7:08:09what I just want you to do is I want you
7:08:10to talk for 20 or 30 seconds. Don't
7:08:12overthink it. And I just want you to
7:08:13talk about who it's for, the pain points
7:08:16that they've experienced. So we want to
7:08:18remember our principle, meet them where
7:08:19they're at. Well, you want to for this
7:08:20first 30 seconds just reach into the
7:08:22internal monologue of your ideal
7:08:24customer, things they're experiencing
7:08:25and how you fix it.
7:08:27>> Yeah.
7:08:27>> You're a business owner and you need to
7:08:30make more content, but you struggle on
7:08:32camera. You stutter. You don't even know
7:08:34where to begin and you need the content
7:08:37out there because the audience is asking
7:08:39for it. You're running ads that are
7:08:41working, but you need that backend
7:08:43validation to show that you're
7:08:45legitimate beyond just the ad. So, what
7:08:48do you do? You need to make the content.
7:08:50You don't have a plan. You don't have a
7:08:51script. You don't have any idea or any
7:08:53systems, but you need it because your
7:08:56competitors are starting to do it before
7:08:58you. So, here's where we're at. We make
7:09:01this a two-day workshop.
7:09:03>> Stop there. Before we get into the
7:09:06feedback story arc, what I want you to
7:09:07do is we want to have testimonials in
7:09:10this first 30 seconds. Y.
7:09:12>> So,
7:09:12>> was that first bit good, though?
7:09:14>> That was good. Um, I just want you to
7:09:16say that's the same position that all
7:09:19these business owners found themselves
7:09:21in. And then in post, Aiden's going to
7:09:23flash up all the testimonials.
7:09:24>> Yeah, this is the same situation that
7:09:26all these business owners had before
7:09:28coming to the workshop. They were stuck
7:09:31in their ways. They were not confident
7:09:33and they wanted more.
7:09:35>> Cool. Now, what we're going to do, that
7:09:37would be roughly 30 seconds. Now, we
7:09:39want to do the feedback story arc. Do
7:09:40you remember the feedback story arc? So,
7:09:42it's um the problem someone has it
7:09:44before, the first pillar of your
7:09:46program, the next problem that it
7:09:47creates um and then how you fix that
7:09:50afterwards. So, let's just do this one
7:09:52at a time. Just talk about Yeah. The
7:09:54workshop's the first pillar, right? It's
7:09:55like you don't know what to do.
7:09:56>> Yeah.
7:09:57>> So, we we sit down. Yeah. Cool.
7:09:59>> Yeah. Yeah.
7:09:59>> So, um before you just talk about the
7:10:02first pillar, which is because the two
7:10:03pillars like the workshop and then
7:10:04support, right?
7:10:05>> Oh, I thought you meant inside the
7:10:06workshop. The pillars inside the
7:10:08>> No, no, just like in delivery. So, it's
7:10:09workshop then support, right? Yeah.
7:10:10Yeah. Yeah. Cool. So just talk about
7:10:12firstly the problems that business
7:10:14owners have that prevent them from
7:10:15starting content.
7:10:16>> Yeah. Yeah. Yeah. The problem that
7:10:18business owners have that prevent them
7:10:20from creating mostly any content is the
7:10:24fact that they don't have a system. In
7:10:25the workshop we create that system
7:10:28that's tailored for you to be able to
7:10:30take yourself and keep forever.
7:10:33>> Um how does that can you talk about one
7:10:36of the things you always want to do is
7:10:37like compare it to other things they've
7:10:39tried in the past. So remember that that
7:10:41customer.
7:10:42>> So just talk about how it's what else
7:10:44have they tried in the past and how it's
7:10:46just different to that.
7:10:47>> Yeah. A lot of business owners in the
7:10:49past have tried to hire someone from the
7:10:51beginning without any idea or any
7:10:53systems of how it works. They'd hire
7:10:55that person or the agency and they would
7:10:59run it for a few months and then it
7:11:01would either not work, which is most of
7:11:03the time, or it would work maybe a
7:11:06little bit and then eventually it would
7:11:09just crumble apart and when that entity
7:11:12that they've hired leaves or they fire
7:11:14them, they're left with nothing and
7:11:16they're starting again. No systems.
7:11:18>> Yeah, that's good. So can you just talk
7:11:20in in more detail about what you cover
7:11:23in the workshops?
7:11:24>> Yeah. Okay. In the workshop itself, day
7:11:28one, we go through what's called your
7:11:30brand DNA. We understand what your
7:11:32customers are saying already about you
7:11:35or about your competitors and develop
7:11:39that brand voice that literally speaks
7:11:41like your customers are already speaking
7:11:43so that you can just attract more of
7:11:45them. We then translate that language
7:11:48into ideas uh covering their problems,
7:11:52questions, etc. to then make that
7:11:55content. It's not just top of the
7:11:57funnel, it's middle and bottom of the
7:11:58funnel, too. And if you don't know what
7:12:00that means, we cover that in the
7:12:01workshop so you completely understand
7:12:03it. We then go into scripting and
7:12:05sequencing, which is another word for
7:12:07planning the video, so that you have
7:12:09utmost confidence in knowing exactly
7:12:12what to say, how to say it, what it's
7:12:14going to look like before you even
7:12:15finish recording. And then you get into
7:12:18the filming. And that's part of day one.
7:12:21Day two, you get into editing and
7:12:24understand the process of editing and
7:12:25not just doing it yourself, but also how
7:12:28to give feedback to someone that you
7:12:30delegate it to. Most students that come
7:12:32to the workshop end up delegating their
7:12:34editing so that they don't have to, but
7:12:37they understand the process and how to
7:12:38give the feedback so that the revisions
7:12:41are minimal and they can get the content
7:12:43live sooner than having a bottleneck of
7:12:46revisions and no time to review them for
7:12:49quality assurance. After the editing, we
7:12:51go into publishing, the distribution
7:12:53arm, teaching you how to publish
7:12:55properly and how to read the analytics
7:12:59so that you can snowball and compound
7:13:02what works well and also put out the
7:13:05best content, repurpose it as an ad. But
7:13:07then also the tactics of how to
7:13:09translate a follower into a customer,
7:13:11how to direct message them properly, how
7:13:13to nurture them from going from curious
7:13:15to interested, how to reply to comments
7:13:18properly, how to build a community, how
7:13:20to do all of the things that most of
7:13:22your competitors won't do because they
7:13:24just want to post and forget. But we
7:13:27teach you how to do it so that you
7:13:28become the authority. And then finally,
7:13:30we teach you how to delegate all of it
7:13:32if you want to and manage that system
7:13:35because you didn't get into this for the
7:13:37marketing. You got into this because of
7:13:39the business that you serve people with.
7:13:42>> Cool. What's the second pillar again?
7:13:44So, it's ongoing support.
7:13:45>> Yeah.
7:13:45>> You want to talk about it?
7:13:46>> Yep. So, now talk about the good problem
7:13:49that doing the workshop creates and how
7:13:51you solve that problem with the ongoing
7:13:53support. The workshop creates a system
7:13:57that you can then manage yourself and
7:14:00create an abundance of content. The
7:14:02problem that creates is
7:14:03>> wait sorry before we go back. You missed
7:14:05the core outcome which is actually post
7:14:07content in the workshop, don't they?
7:14:09>> Yeah. Yeah.
7:14:09>> Cool. Talk about that and then and then
7:14:12go into the problem.
7:14:14>> By the end of the second day, you will
7:14:17have at least 10 videos drafted and
7:14:19ready to publish on your social media
7:14:22channels. We generally like to have at
7:14:25least one published before the end of
7:14:26day one so we can reflect on it day two.
7:14:31>> Cool. Now talk about the good problems
7:14:33that posting more creates. Yep.
7:14:35>> What happens after you post more
7:14:37content? You have an abundance of data
7:14:40to collect and analyze. Then beyond the
7:14:44workshop, we look at that and see what's
7:14:46working and what's doing well and why
7:14:48and how to use that data to then
7:14:51snowball that to go even deeper and
7:14:53better in your content going forward. We
7:14:57also look at the content that is not
7:14:59performing so well and why it could be
7:15:02failing or bombing and how to improve
7:15:05it. This includes six months of support
7:15:08and that also includes the first month
7:15:11being super intensive where I keep you
7:15:13accountable and making sure that you do
7:15:17the utmost minimum you need to do per
7:15:20week which unlocks a whole bunch of new
7:15:22support. You still have to do the work
7:15:25and I will help you every bit of the way
7:15:28as you progress along.
7:15:30>> What does that support look like? Like
7:15:31is that a community? Is that WhatsApp?
7:15:33Is that
7:15:34>> Yeah. Yeah. Yeah. Yeah.
7:15:36During the six months of support, you'll
7:15:37get connected with myself on WhatsApp.
7:15:40It's not going to be a community group
7:15:42where someone's trying to sell you
7:15:44crypto in the group chat. It's going to
7:15:46be a one-on-one with me. You can also
7:15:48invite any of your team members from
7:15:50your business to be included in the
7:15:52chat. for that six months to work.
7:15:55You'll give me videos to look at, to
7:15:57review before you publish them, so you
7:16:00have the utmost confidence that you're
7:16:01posting something first try that has a
7:16:05better chance to succeed rather than
7:16:07trying to do it blindfolded.
7:16:10>> Cool. And so that's the second pillar,
7:16:12isn't it?
7:16:12>> Yeah.
7:16:12>> Sweet.
7:16:13>> Now, what we want to do is now that
7:16:15we've explained uh pillar one and pillar
7:16:18two, just summarize it. So you've got 30
7:16:21seconds to summarize pillar one and
7:16:23pillar two.
7:16:24>> The importance of the workshop and the
7:16:26six months of support is you build the
7:16:28system internally for you tailored to
7:16:31your business and your customers. You'll
7:16:33then understand the entire pipeline uh
7:16:37from idea all the way to publishing and
7:16:40how to delegate any of the parts that
7:16:42you don't like to do to other people.
7:16:45Then you get the support of 6 months for
7:16:48whatever way
7:16:49>> do it again. But what I want you to do
7:16:51is the So we're trying to summarize it
7:16:54and give as little psychological
7:16:56resistance as possible. Brain loves
7:16:57numbers. So what I want you to do is try
7:17:00and find a way to work. So like in
7:17:01summary, firstly you get this. Secondly,
7:17:04you get this.
7:17:05>> Can you give me an example with the
7:17:06numbers?
7:17:07>> So in summary, we achieved two things
7:17:09together. The first thing we achieve is
7:17:11creating the content etc etc etc. Now
7:17:14that we've created the content, the
7:17:15second thing we need to do is make sure
7:17:17that your data is always improving.
7:17:19That's the ongoing support.
7:17:20>> Yep. By the end of the program, you'll
7:17:22achieve two things. One is by the end of
7:17:25the workshop itself, you'll have at
7:17:26least 100 ideas inside of your system
7:17:31ready to go down the pipeline with.
7:17:34You'll then also have the support that
7:17:36makes sure
7:17:38>> say secondly
7:17:39>> yeah secondly you'll have that support
7:17:41that makes sure that the pipeline is
7:17:44evolved and that the content converts to
7:17:47data that converts back to better
7:17:49content as you go along in those six
7:17:52months.
7:17:53>> Cool. Now what we want to do is
7:17:55basically those FAQs. So from like the
7:17:57most common questions all the way down
7:17:59to the least. So, I'll probably ask you
7:18:02what's the most common question that you
7:18:04get that we haven't addressed already.
7:18:06>> Uh, how long does the workshop?
7:18:09>> Cool. So, we got two days. Uh, is it
7:18:11online or in person?
7:18:12>> It's online.
7:18:13>> Cool. Let's do this. Let's start with a
7:18:16couple questions you might be wondering
7:18:18at this point in time. Is the workshop
7:18:20online or in person? Do that.
7:18:23>> Yeah. A couple questions you're probably
7:18:24wondering is, is the workshop online or
7:18:28in person? This specific workshop is
7:18:30catered online, so you can easily attend
7:18:33from anywhere in the world. And the
7:18:35other question is, how long is the
7:18:37workshop? It is a 2-day workshop from
7:18:4010:00 a.m. to 400 p.m. both days with a
7:18:43bit of a break in the middle. That gives
7:18:45you time to understand the theory and
7:18:48also apply the practical and
7:18:50everything's recorded so you can review
7:18:51it any time later.
7:18:53>> Um, talk a little bit about yourself. So
7:18:56now when you talk about yourself and all
7:18:59the I suppose accolades that you have,
7:19:02you want to position them as a benefit
7:19:04to um other people. So if I was to do
7:19:07it, I don't even think I have this on
7:19:09the VSSL, but if I was to do this, it
7:19:11would sound something like So a little
7:19:12bit about me. You're probably wondering
7:19:13who I am. Who's this guy swearing at me
7:19:15on Instagram. My name is Brandon
7:19:17Willington. Rather than saying last year
7:19:19I was named the Australian marketing
7:19:21entrepreneur of the year, what I should
7:19:23do is because I've helped over 1500
7:19:26Australian service-based business
7:19:27owners. Last year I was awarded
7:19:29>> what was Australian Young Marketing that
7:19:32[ __ ] thing.
7:19:32>> Yeah.
7:19:33>> So you you position the benefit of why
7:19:37you got that accolade as like unselfish.
7:19:40>> Yeah. Um, so just give 30 seconds about
7:19:43basically just people you've how many
7:19:45businesses you've helped, any
7:19:47recognizable names.
7:19:48>> 30 seconds, right?
7:19:50>> Yeah.
7:19:52>> [ __ ] you're really challenging me here.
7:19:53I like to get out, man. Um, you're
7:19:55probably wondering who I am. My name is
7:19:57SA MV. I've been in the game for about
7:20:0010 years now. I used to be a school
7:20:02teacher who built my own side hustle to
7:20:06a 2-year sales pipeline in wedding
7:20:08photography, leveraging nothing but
7:20:10social media organically. And people
7:20:13started asking me how I did it. So I
7:20:15started teaching them, having a
7:20:17residential builder become the most
7:20:19followed on social media in the country,
7:20:21having helped Red Rooster amass an
7:20:24massive organic campaign that got
7:20:28nationwide news attention and
7:20:31collectively amassed over 1.6 million
7:20:33followers personally. Businesses want to
7:20:36know how I did it and how they can do
7:20:39it, too. Not to mention countless
7:20:41service-based businesses that I've given
7:20:43advice to that have gone on to increase
7:20:46their attention and most importantly uh
7:20:49sales conversions.
7:20:50>> Oh, what if I don't like being on
7:20:51camera? That's going to be one,
7:20:52>> right? What if you don't like being on
7:20:54camera? Great. We have six different
7:20:57styles of content that you can learn
7:20:59from. And one of them includes faceless
7:21:02style content. You don't have to even
7:21:04appear on camera. just the things that
7:21:06are about your business and all the
7:21:10little tricks and tips that I bring in
7:21:12on how to make that possible for you so
7:21:14you don't ever have to be on camera. But
7:21:17I'll get you to do it anyway. How much
7:21:19time per week do you need to dedicate?
7:21:21Well, depends. How much more awareness
7:21:24do you want to build? Usually, it's
7:21:26between two to four hours a week minimum
7:21:30you have to dedicate to this. If you
7:21:32don't think you can do it, then it's
7:21:34definitely not for you.
7:21:35>> What if I have no followers?
7:21:36>> What if you have no followers? Great.
7:21:38Awesome. We have a benchmark of zero.
7:21:41Everyone starts at zero and we just go
7:21:43up from there. You don't have to have
7:21:451.6 million followers to get the
7:21:48business. You only need your first
7:21:51customer that you do well with. You use
7:21:53that as content and you snowball the
7:21:55[ __ ] out of it.
7:21:56>> What kind of results can I expect?
7:21:58>> Yeah. Do you ever say like it depends or
7:22:01is that not too assertive enough?
7:22:04>> Yeah, I'd say like the um common
7:22:07experience is
7:22:08>> what kind of results should you expect
7:22:10postworkshop after putting in the
7:22:13effort? You should expect at least a 20
7:22:15to 30% increase in leads and in terms of
7:22:21the sales themselves, the quality of the
7:22:23sales go up.
7:22:25>> Yeah. Oh, actually phrase it like this
7:22:26rather than trying to talk about numbers
7:22:28because then they can come back to that
7:22:31like oh I didn't get 20%. It's like 20%
7:22:34from what?
7:22:34>> Um I would say something like common
7:22:36things that people say afterwards is I
7:22:38got more leads.
7:22:40>> Um my sales were easier because lead
7:22:42quality. So like phrase them as
7:22:43statements they say to you.
7:22:44>> Yeah. Yeah.
7:22:45>> Common results you should expect after
7:22:47the workshop. increase in leads,
7:22:50increase in quality of leads, increase
7:22:52in sales that actually occur and
7:22:56decrease in the time to sell because the
7:22:59content already speaks for itself and
7:23:01people trust you more.
7:23:02>> Yeah, that's good. So, the way that I
7:23:04think about FAQs, and I think we've
7:23:06spoken about this before, is like the
7:23:08first quadrant is like expectations.
7:23:09That's kind of split into like results
7:23:11and time. I think we've we've covered
7:23:13that.
7:23:14>> Then you have follow-up questions. So,
7:23:16when you answer those first few
7:23:17questions, uh, like what are the
7:23:19follow-up questions?
7:23:20>> What if we have a really boring
7:23:21business?
7:23:23>> What if you have a really boring
7:23:25business? Great. You have customers, you
7:23:28can market to them, and there's ways to
7:23:30do that. Those customers have relatable
7:23:33moments that you can relate to. It's no
7:23:36longer boring. The boring part is if you
7:23:38use too much industry jargon. I help you
7:23:41avoid that and it's no longer boring.
7:23:43Uh, so this is an important part for
7:23:45everyone to know about. We'll talk about
7:23:46this in sales. If you get an objection
7:23:49at the end of a sales call, it's not
7:23:51likely the first time it came up. It's
7:23:53just the first time you talked about it.
7:23:55So, what objections do you typically get
7:23:58at the end of sales calls that we could
7:24:01talk about now?
7:24:02>> Literally, I need to ask my partner or
7:24:05my business partner.
7:24:06>> Yeah. So, I'd frame something like,
7:24:08yeah, a lot of people are business
7:24:09together, whether that's professional or
7:24:11romantic partners. Just so, and the way
7:24:14that I try and overcome this is just so
7:24:16you don't play messenger owl, try and
7:24:18bring anyone involved um to the same
7:24:20call. Yeah, when it comes to businesses,
7:24:22there's usually business partnerships,
7:24:23whether it's professional or intimate.
7:24:26You have a business partner you may need
7:24:28to ask. Bring them in on the call and
7:24:30they can attend the workshop, too.
7:24:32Because we usually find that those
7:24:35partners working together postworkshop
7:24:38get better results.
7:24:40>> So, it's kind of like when you join the
7:24:41gym with a friend and then you just talk
7:24:43about your meal plans outside the gym.
7:24:44It's kind of like when you join the gym
7:24:46with a friend and you talk about your
7:24:48workouts and your meal plans outside the
7:24:50gym to then improve that over time
7:24:53together.
7:24:53>> I just do. So to um save your seat for
7:24:57an upcoming workshop, just fill out the
7:24:59form below. It will make sure that
7:25:00you're a good fit and this will work for
7:25:02you. Um if it looks like you're a good
7:25:04fit, you can schedule a call on the next
7:25:06page. I would problem stack first
7:25:08though. So, we've done a bunch of like
7:25:11logical slowbrain thinking. We want to
7:25:14get them back into an emotional state
7:25:16before we do a call to action. Um, do
7:25:20the same thing on webinars. So, what you
7:25:21probably want to do is something like
7:25:23problem stack. Very similar to the
7:25:25intro. So, if you want to stop
7:25:26experiencing pain, pain, pain, pain,
7:25:28pain, and you want to experience dream,
7:25:30dream, dream, dream, dream, then fill
7:25:32out the application below. You should be
7:25:34able to book a call on the next page and
7:25:35we'll get you on track in a workshop. If
7:25:37you want to experience actually knowing
7:25:39what to post to attract more customers
7:25:41to your business. If you want to own
7:25:43your own system for your digital
7:25:45marketing. If you want to stop paying
7:25:47someone else who doesn't care about your
7:25:50business as much as you. If you want to
7:25:51be more confident on camera because you
7:25:54already know what you're saying, you
7:25:56just need the processes to nail it. And
7:25:58if you want to get support beyond the
7:26:00workshop so you stay accountable and
7:26:02consistent, then fill out the form
7:26:03below. can get you on a call to make
7:26:06sure that you're the right fit. Now,
7:26:07we're getting close. We can build out
7:26:08the meta campaign. So, I'm going to show
7:26:10you how to build that as well as all the
7:26:11[ __ ] that you need to [ __ ] turn off
7:26:14for the love of God. All right, so from
7:26:16the campaign or account menu, we're
7:26:18going to go create. There's heaps of
7:26:21different objectives. Honestly, the
7:26:23[ __ ] only one that you're ever going
7:26:24to use as a lead generation business is
7:26:28leads. For the love of God, never run an
7:26:31awareness campaign. If you optimize for
7:26:33traffic, you're gonna get a bunch of
7:26:34clicks, but precisely [ __ ] zero
7:26:36leads. Engagement campaigns are useless.
7:26:39Don't do that whole thing where I'm
7:26:41gonna warm up the audience that just go
7:26:43for the jugular. I've never used that
7:26:45promotion. Sales will be for e-commerce,
7:26:46but we're going to go for leads. Go
7:26:49continue. Name your campaign something
7:26:51you'll remember. So, I'll call service
7:26:53content workshops.
7:26:56Um, I always have, well, I always
7:26:58recommend having some kind of naming
7:27:00convention. Um, so I always just end the
7:27:03campaigns with what the optimization
7:27:05goal is. We're optimizing for schedules.
7:27:08Now, as a service-based business,
7:27:11typically speaking, there's only ever
7:27:13really two optimization goals you got to
7:27:15optimize for, leads or schedules. I'll
7:27:18talk about that at the adset level. So,
7:27:21with the budget, there's two different
7:27:23budget strategies that you have. So, you
7:27:25have campaign budget and adset budget.
7:27:28Now, what's the difference between this
7:27:29to draw the difference? What I'll
7:27:31actually do is I'll open the mirror
7:27:33board. So the way that a campaign is
7:27:36structured is you have one campaign. You
7:27:39have one or multiple different ad sets
7:27:42and within those ad sets you have
7:27:45multiple different ads. One or multiple
7:27:48different ads. The campaign is what do
7:27:50we want to do and how aggressively do we
7:27:53want to do it. But the how aggressively
7:27:56do I want to do it? That's the budget.
7:27:57Now, that can either be set at the
7:28:00campaign level, which is this here, in
7:28:02which case we say, I want you to spend,
7:28:06let's say, $100 a day. And if we set the
7:28:09budget at the campaign level, you
7:28:11basically let Facebook choose how to
7:28:14best distribute that amongst all the
7:28:16different ads and all the different ad
7:28:18sets. So, it might spend $30 a day here,
7:28:24$30 a day here, and then $40 a day here.
7:28:28It might spend only $10 a day here. It
7:28:32might spend $70 a day here, and then I
7:28:34might spend $20 a day here to spend that
7:28:37$100 a day on average. It could wildly
7:28:40fluctuate dayto day. Um, and then within
7:28:43that, it will obviously choose how to
7:28:45distribute that budget to each adset
7:28:48amongst all of its different ads. So
7:28:50that is this campaign budget level here.
7:28:53Now, up until recently, and when I say
7:28:55recently, I mean it's the 30th of April
7:28:58and I swapped on the 14th of April, just
7:29:00two weeks ago, I was only using campaign
7:29:04budget for everything. And so I would
7:29:06have one campaign and then multiple
7:29:08different adsets and then the campaign
7:29:10would spend like $5,000 a day.
7:29:12What I have transitioned to is adset
7:29:15budget optimization. So what that is is
7:29:19rather than saying the campaign is I
7:29:21want to spend $100 a day, we still say
7:29:24what we want to do, which is leads, but
7:29:26I'm manually setting, hey, for this
7:29:28adset I want you to spend
7:29:31$70 a day. For this ad set, I want you
7:29:35to spend $20 a day.
7:29:38For this ad set, I want you to spend
7:29:41like $10 a day. And that would add up to
7:29:44my $100 a day. What that actually looks
7:29:47like in my ad account when it's built is
7:29:50I have this campaign here, callfunnel,
7:29:52master campaign, [ __ ] adset, budget
7:29:55optimization schedules. And then at the
7:29:57adset level, I have all these different
7:29:59individual adsets. And I have the budget
7:30:02set for each adset. Um, so what I'm
7:30:05going to do is actually set the budget
7:30:08for SEV at the adset level. I untick
7:30:11this share some of the budget amongst
7:30:13other adsets. I recently learned why we
7:30:16should swap to adset budget because
7:30:18Facebook is testing lots of different
7:30:21features like their AI creative
7:30:23enhancements like all the all the random
7:30:26[ __ ] [ __ ] they're trying to like
7:30:27toggle on for you. The way that they
7:30:29actually test it is with all the
7:30:32billions of dollars that get spent by
7:30:34advertisers. And so when you turn on
7:30:38certain features, it wants to test those
7:30:41features with by showing it to as many
7:30:43people as it can. So it will absolutely
7:30:46[ __ ] spend significantly more money
7:30:49on the ads that you know you've toggled
7:30:52on features that Facebook wants to test.
7:30:55And so when it's testing lots of
7:30:58different things, it tests it with your
7:31:00ad spend budget. You want to pull as
7:31:01much control back to yourself as you
7:31:03can. And so I'm now using adset budget.
7:31:07Don't need to do this AB testing. We
7:31:09don't need to do this special ad
7:31:10categories unless you're trying to
7:31:11influence your elections. And then we
7:31:13just go next. Now the first ad set that
7:31:16we're going to make is just a cold
7:31:20advantage
7:31:21plus ad set. So, first thing we need to
7:31:25do is the conversion, which is like what
7:31:27action are we optimizing for? We don't
7:31:30want to use instant forms because we're
7:31:31going to be sending someone to a landing
7:31:33page and getting them to book a call.
7:31:35So, we want to send someone to a
7:31:37website.
7:31:39We website landing page in the eyes of
7:31:41meta. Same verbiage. We want to maximize
7:31:44the number of leads. Now, we haven't
7:31:47done this for SE yet, but we want to
7:31:49create a data set. Now, depending what
7:31:52[ __ ] version of Facebook's interface
7:31:54that you have and what [ __ ] day of
7:31:56the week it is, they're going to call
7:31:58this thing something slightly different.
7:32:00They're either call call it a data set
7:32:02for you or they're going to call it a
7:32:04pixel for you. Sometimes they're going
7:32:06to call it [ __ ] both and just swap
7:32:09between them. Like they've been arming
7:32:11and eyeing about whether they want to
7:32:12call it a pixel or a data set for like a
7:32:14[ __ ] year and a half now. But we're
7:32:16going to create a data set for Sev.
7:32:18We're going to call it talk to SEV
7:32:22pixel. See, even here it says like name
7:32:24your pixel. It's like pick a [ __ ]
7:32:25lane.
7:32:27Create pixel. Now, we can set that up
7:32:29later. And by we, I mean I'm going to
7:32:31get Chris to do it cuz I don't [ __ ]
7:32:32like setting up conversion tracking. But
7:32:34we're going to set this data set for
7:32:37this ad set. The conversion event that
7:32:39we want is we're going to optimize for
7:32:41schedules. Now, what do I mean when we
7:32:44optimize for lead or schedules? Well, if
7:32:47we draw out another mirror board, what
7:32:50we're going to do is we're going to set
7:32:52up conversion tracking so that when
7:32:54someone hits the first page of the
7:32:56funnel and then gets to the booking
7:32:58page, that is when a lead happens. So,
7:33:01when someone goes from here to here, a
7:33:04lead happens. When someone gets from
7:33:07here the booking page and hits the
7:33:09booking confirmation page, we're going
7:33:11to get Chris to set up conversion
7:33:13tracking so that schedules happen. Now,
7:33:17Facebook's smart. Meta's smart. They
7:33:20don't get enough credit. When you ask
7:33:22them to optimize something, they're very
7:33:24good at getting the thing that you want
7:33:26them to do. For example, if you at this
7:33:30ads set level, you get it to optimize
7:33:33for link clicks or just landing page
7:33:36views, which is an option for some
7:33:40[ __ ] reason. Where is it? We can do
7:33:43maximize number of landing page views,
7:33:45maximize number of link clicks, maximize
7:33:48unique reach, maximize number of
7:33:49pressions. It will absolutely maximize
7:33:52the event that you want it to do. And so
7:33:54if we optimize for link clicks, we will
7:33:56absolutely get way more people visiting
7:33:59this page than if we had optimized for
7:34:02leads or schedules. But [ __ ] all people
7:34:04will become leads.
7:34:07Vice versa, if we tell it to optimize
7:34:09for leads, we'll get people that click
7:34:11the ad, view the landing page, and then
7:34:14become a lead, but less of them will
7:34:18convert because we're saying, "Hey, we
7:34:20just want people that hit this page.
7:34:22We're not too worried about if they
7:34:24schedule. Now, if we go into here and we
7:34:27say, "I want you to optimize for
7:34:29schedules," it will go find people that
7:34:32see the ad, click the ad, view the
7:34:34landing page, become a lead, and then
7:34:37schedule a call. And so, what's
7:34:40happening is if you imagine a pie chart,
7:34:43essentially, let's say this is our
7:34:45adset. We're trying to target small
7:34:47business owners here. Well, by setting
7:34:50the conversion event here, what we're
7:34:53doing is we're optimizing for
7:34:55essentially the level of intent that
7:34:57that segment is is expressing. So,
7:34:59there's going to be, let's say we're
7:35:01targeting business owners. Well, there's
7:35:02going to be a segment of people that
7:35:04just feel like reading blog articles and
7:35:06viewing content. There's going to be a
7:35:08section that just feel like clicking
7:35:10links and viewing landing pages. There's
7:35:13going to be a section of people that
7:35:14have expressed behaviors that indicate
7:35:16they want to become a lead and enter
7:35:18lead forms. There's going to be a
7:35:21segment of the audience that has
7:35:23expressed behaviors that indicates
7:35:25they're in a scheduling mood. And so
7:35:27when we go to this conversion event and
7:35:30we set targeting parameters down here,
7:35:32we're going I don't just want people
7:35:33that click links and view [ __ ] I want
7:35:36people I want the segment of this
7:35:38audience that is most likely to schedule
7:35:40calls because that's the activity and
7:35:41the behavior that I'm optimizing for.
7:35:43Yeah. Now, there is a little bit of a
7:35:45caveat to this. Generally speaking, and
7:35:47this is a rule of thumb, when someone in
7:35:50the past when someone has been starting
7:35:52out, I've told them to optimize for
7:35:54leads because a lot of their leads will
7:35:56schedule anyway. In the past, what has
7:35:59happened is if I told someone to
7:36:02schedule and they didn't have a whole
7:36:03load of schedule data, it wouldn't even
7:36:06[ __ ] get leads and it wouldn't get
7:36:07schedules either. This absolutely is
7:36:10worth split testing. In more recent
7:36:13months, going straight for schedule has
7:36:16worked out okay for me. I'll give you a
7:36:17perfect example actually. Um, Industry
7:36:20Set, which is my other company with um,
7:36:22Jackson, we opt we're we're a call
7:36:24funnel as well, so we want people to
7:36:26book in. However, for whatever reason,
7:36:30whenever I try and target music
7:36:32producers and try and get them to
7:36:34schedule and I optimize for schedule
7:36:35conversions, it won't even [ __ ] get
7:36:38leads. I just don't understand. My
7:36:40theory anyway, and this is a little bit
7:36:42of a side tangent, is electronic music
7:36:44producers that are like making dubstep
7:36:45in their mum's basement, they don't
7:36:47spend a whole they don't even [ __ ]
7:36:48use calendars. So, they don't even
7:36:50there's not a whole lot of data on that
7:36:52segment of the audience on them
7:36:54scheduling stuff. And so the algorithm
7:36:56just doesn't know how to do it. However,
7:36:58with business owners, business owners
7:37:00typically schedule quite a few things in
7:37:02their calendar. They're busy people and
7:37:03so there's just more data around them
7:37:05scheduling stuff. And so if you're in
7:37:07the B2B space, I'd encourage you to
7:37:09probably start with schedules. However,
7:37:12both can work. And if we follow my
7:37:16principles of like dials, not switches,
7:37:18everything will work to a degree. It's
7:37:19to what degree. Worth split testing. In
7:37:22Sev's instance, I just got a good gut
7:37:24feeling about schedules and so that's
7:37:26why I'm going for schedules. We can set
7:37:28up conversion events for their pixel
7:37:30data set later. We don't want to set a
7:37:33cost per result goal. Now, what this is
7:37:36is saying, hey, I only want you to spend
7:37:38money if you reckon I you can get leads
7:37:40for or schedules for $50. You can only
7:37:44do this when honestly I don't do it at
7:37:47all. Um, but if you do want to do it,
7:37:50you can only do it when you have
7:37:51significant data. Because let's say you
7:37:53have no data on your pixel and you say,
7:37:55"Hey, only get me schedules if you
7:37:57reckon you can get me them for about a
7:37:58hundred bucks." It's just not going to
7:38:00spend money cuz it's like, "I have no
7:38:02[ __ ] idea how to do that at all. I've
7:38:04never done it ever." And so, this would
7:38:06be something that you could introduce
7:38:08later to try and control your costs and
7:38:10smooth things out a little bit. But I
7:38:12also think that it's for cowards. Value
7:38:14rules. I'd never [ __ ] use that.
7:38:16attribution model sounds like it's for
7:38:17[ __ ] nerds. Um, do not use dynamic
7:38:20creative. Cool. And this is where we set
7:38:22the budget at this adset level. So,
7:38:25basically saying how much do I want to
7:38:26spend at this adset for the ads that
7:38:29we're going to create within it. We're
7:38:30going to set sev to
7:38:34100 bucks a day and then we're going to
7:38:35ask his permission.
7:38:38If you want, you can set up schedules
7:38:40and get it to start at certain times or
7:38:42potentially end at certain times. I
7:38:43never use that. The only instances where
7:38:45I've ever used that is for uh events
7:38:48like night life and music festivals
7:38:50where there's specific deadlines. Now
7:38:52automatically Facebook has toggled on
7:38:54advantage plus in the past and this is
7:38:57an example another example of how the
7:38:59platform and what best practices changes
7:39:02over time. In the past I was super
7:39:04anti-advantage plus when they first
7:39:07rolled it out. It was truly [ __ ]
7:39:08[ __ ] Um and so were the leads that
7:39:10it will generate. Like I have no idea.
7:39:12Like interest stacks just worked really
7:39:14really really really well for me. And
7:39:16when I used Advantage Plus or I toggled
7:39:17it on, lead quality was just like so
7:39:20bad. Like insanely bad. Now to be fair,
7:39:23I am talking late 2024, early 2025. It's
7:39:28gotten really, really good now. And the
7:39:29reason it's gotten really good is
7:39:31because a bunch of business owners left
7:39:33it toggled on. Facebook was to test it
7:39:35with their advertising budgets and it
7:39:37got better. Which is also why I'm going
7:39:38to go on a rant when we get to ad
7:39:40creation because they're going to toggle
7:39:41on a bunch of features that they want to
7:39:42test with your ad budget to try and make
7:39:44it better and it will be better later.
7:39:46But in the meantime, you just don't want
7:39:47to be their [ __ ] guinea pig with your
7:39:49visa on the [ __ ] ad account. We can
7:39:52leave Advantage Plus on. What is
7:39:53Advantage Plus? Advantage Plus is
7:39:55essentially Facebook's AI targeting
7:39:58options. Now, pre and I think I gave
7:40:00this rant with Sev, like pre Andromeda
7:40:04or even like early 2017, early 2018, the
7:40:07best practice with Facebook and
7:40:09targeting was like you'd have super
7:40:12niche little interest stacks. You'd
7:40:14cross vector things and get really hyper
7:40:16specific. That doesn't work anymore.
7:40:18Trying to be smart with this platform,
7:40:20you're not going to be smarter than
7:40:21Facebook. It has trillions of data
7:40:23points on [ __ ] nearly every human on
7:40:25earth that's ever connected to a Wi-Fi
7:40:28signal. It knows better than you. Your
7:40:30the ego that you would need to assume
7:40:32that you know the more than Mark
7:40:33Zuckerberg listening to you through your
7:40:35phone baffles me. So you just want to
7:40:37give more control in terms of targeting
7:40:40anyway, not so much content and copy. In
7:40:42terms of targeting, Facebook knows it's
7:40:44[ __ ] now. It's really [ __ ] good. The
7:40:47targeting, like I've said before, is
7:40:49very much in making the right ad. The ad
7:40:52and what you say will indicate to
7:40:55Facebook who it should serve that ad to,
7:40:58which is why the copy and the content is
7:41:00so important, but we're going to leave
7:41:02advantage plus on. You can still use
7:41:05suggestions. Now, SEV wants to do the
7:41:07east coast. So, I'm going to do
7:41:09Melbourne, Sydney, Brisbane, Gold Coast.
7:41:14It's going to toggle this thing on
7:41:16automatically for most of your versions
7:41:17of the interface. It's going to say,
7:41:19"Reach more people likely to respond."
7:41:22Basically, what that's saying is saying,
7:41:23"Hey, I know you said you only want me
7:41:24to target people in these radiuses, but
7:41:26you can go [ __ ] yourself and it'll just
7:41:29pick random people outside of it." So,
7:41:30we didn't want to toggle that off.
7:41:32Facebook likes to split test different
7:41:34versions of the interface. And so, some
7:41:37of your interfaces are going to look
7:41:39ever so slightly different. And the
7:41:41reason they split tested the interface
7:41:42is to see which one you guys find it
7:41:44easier to turn ads on. For example, the
7:41:47most common as of the 30th of April, the
7:41:50most common example is down here. It
7:41:52will either say further limit the reach
7:41:54of your ads with this little gray gear
7:41:57icon. If you want to get to just
7:41:58interest targeting and turn off. So, if
7:42:01we go further limit the reach of your
7:42:02ads, that will turn off. Oh, it's still
7:42:05[ __ ] on. All right. I have the
7:42:07version of the interface where you
7:42:09cannot turn advantage plus off, but I'm
7:42:11just going to go switch to recommended
7:42:13setup. Some of you will be able to turn
7:42:14Advantage Plus off. Um, and if that's
7:42:17the case, it will I think it looks like
7:42:19a blue hyperlink and it says like switch
7:42:21to original audience options. That's
7:42:23basically the other version of this. I
7:42:25have the version of the interface or at
7:42:26least Sev has the version of the
7:42:27interface where he doesn't get a [ __ ]
7:42:29choice.
7:42:32Now, custom audiences. This is where we
7:42:34can start embedding that stuff that we
7:42:36talked about before like people that
7:42:37engage with it on Instagram, Facebook,
7:42:39male audiences and stuff like that. What
7:42:41we are going to do however is we've got
7:42:44advantage plus on but we can give
7:42:46suggestions into interests and behaviors
7:42:49and so basically rather than just going
7:42:51hey go find people relevant in this
7:42:54geography and does it have age range as
7:42:56well? Minimum age we want to change
7:42:59that. Holy [ __ ] We can only go as high
7:43:02as 25 with this interface. Unlucky Sev.
7:43:06Um, or is it this one? Stay in current
7:43:09setup. Apply value rules. Maybe it's
7:43:12this one. No, it's this one. Or you want
7:43:15like 30. It's still got advantage. Oh my
7:43:19god. Now it's off. Holy [ __ ] What is
7:43:22going on, Mark? Dude, I use Facebook Ads
7:43:25Manager every [ __ ] day and still they
7:43:29just drop new features where I'm like,
7:43:30"What the [ __ ] is this?" You're using
7:43:33the recommended setup and now I can't go
7:43:35above 25. That's insane. That's new.
7:43:38Guess we're dealing with that now. So,
7:43:41we got a location. We have a minimum
7:43:44age,
7:43:45man. How long do you reckon it's going
7:43:47to be until they're like, "Nah, no
7:43:48targeting at all." Languages. Sure. We
7:43:51want English. Minimum. I can't get over
7:43:54that. The maximum minimum age selection
7:43:57is 25. All right. But what I was trying
7:44:00to do was am I even allowed to [ __ ]
7:44:03do it? Oh, wait. No, here we go. Your
7:44:05suggestion. What is going on, Mark?
7:44:07Okay. So, these are the suggestions. So,
7:44:09my suggestion to Facebook is 30 to do 45
7:44:14and then detail targeting. So, this is
7:44:15where you can start giving more
7:44:17suggestions. So where Facebook will go
7:44:19kind of like wide, this will go hey like
7:44:21narrow it in a little bit like this. So
7:44:23I want small business owners. I want
7:44:29business page admins on Instagram
7:44:33business profile
7:44:36admins. Now that's my pretty standard
7:44:38B2B stack to target business owners.
7:44:42Now, what I'd encourage you to do is go
7:44:44to this browse section and then just
7:44:46have a browse around all the different
7:44:48like targeting options that you have so
7:44:50you can kind of point Facebook in the
7:44:52right direction. Now, don't get carried
7:44:54away with this. Uh, it's a massive
7:44:56mistake I see most business owners make
7:44:58because, and you probably do this as
7:45:01well, is when you talk about your
7:45:03advertising and your advertising
7:45:04strategy because the verbiage that you
7:45:07use is I want to be able to target my
7:45:10ideal customer. You think that means
7:45:13getting really really hyper specific in
7:45:15this detail targeting stuff so that I
7:45:18don't know you can you can target the
7:45:20right people like in that verbiage that
7:45:22is not correct anymore. The targeting is
7:45:25very much automated. How you get more
7:45:27specific and make sure the right person
7:45:29sees it is how you write the copy, how
7:45:32what you say in the video so that you
7:45:33speak to your ideal customer. You're
7:45:36absolutely going to need to accept the
7:45:38fact that there are people that are not
7:45:39your ideal customer that will see the
7:45:41ads. But again, remember advertising is
7:45:43dials, not switches. We're trying to
7:45:45dial up the percentage of people that
7:45:48are your ideal customer and the
7:45:50percentage of people that are your ideal
7:45:52customer and click the ad and dial down
7:45:55the percentage of people that see your
7:45:58ad that are not your ideal customer and
7:45:59absolutely dial down the percentage of
7:46:02people that click your ad that are not
7:46:03your ideal customer. So that's why we
7:46:05spent so much time and are going to
7:46:06spend so much time on the copy and the
7:46:08content. If you're in the financial
7:46:10space, you needed to tick that. Now
7:46:12placements, generally speaking, I just
7:46:14leave it on advantage plus placements.
7:46:16However, best practice would be to turn
7:46:19off, what are they [ __ ] called?
7:46:21Audience network. All right. How are
7:46:23they going to make me do this on today's
7:46:24version of the interface? Audience
7:46:26network. Unselect the placements you
7:46:28want to exclude. That one. That one. All
7:46:31right. Cool. It looks like that. Cool.
7:46:34Turn off audience networks, man. Every
7:46:36[ __ ] day I open ads manager. It's
7:46:38new. So now what we've done here is
7:46:41we've created our first ad set. Spending
7:46:44$100 a day. We're trying to get people
7:46:45to schedule calls. That means we're
7:46:47optimizing for Facebook. Not just people
7:46:48hitting this page. Not just people
7:46:50hitting the booking page, but we're
7:46:51saying, "Hey, try your darnest to get
7:46:53people to hit the booking confirmation
7:46:55page, which indicates they've gone
7:46:56through this entire process." I don't
7:46:58know what's going on with Facebook
7:46:59today. Next, let's make ad one the
7:47:02identity. So, this is what the page is
7:47:03going to show up as. Uh, Sev's got talk
7:47:07to Sev and he's got his Instagram
7:47:08profile there as well. All right, let's
7:47:11see what version of the interface SE has
7:47:13for ads. It looks slightly different. It
7:47:16looks slightly different, but pretty
7:47:19much the [ __ ] same. Turn ads into a
7:47:21shopping experience. Why? I didn't even
7:47:24[ __ ] I specifically said I don't want
7:47:27sales.
7:47:28Remind me later. Sure.
7:47:32I [ __ ] hate this thing.
7:47:35I have the most toxic relationship with
7:47:37this platform. It's like it makes me so
7:47:39much money. But what is this? Oh my god,
7:47:42this [ __ ] thing. Verifying your
7:47:44change. We think someone may have tried
7:47:45to access your account. It does this all
7:47:48the [ __ ] time. I've been using it all
7:47:49morning, bro. All morning. All right,
7:47:52just [ __ ] start authentication then.
7:47:55Just a heads up, the next 20 minutes is
7:47:57just mostly me going to be swearing at
7:47:59this interface as it has been for the
7:48:01last 30 minutes. Oh, great. We can use
7:48:04it again. Let's turn on ad preview.
7:48:06Multi-advertiser ads is fine. I'm not
7:48:08going to lie. I don't know what a
7:48:09[ __ ] is, but I just leave it on
7:48:11anyway and everything's worked out for
7:48:12me. I don't know [ __ ] how much more I
7:48:15need to convince you. Clearly, we know
7:48:17what we're talking about. There's so
7:48:19many [ __ ] testimonials. Go to the
7:48:21landing page. Look, you know, actually
7:48:22[ __ ] Google Chrome crashes sometimes
7:48:25when I try to add more testimonials to
7:48:27the page. I try to like duplicate a row
7:48:29and it's just like and just [ __ ]
7:48:31crashes the thing. If you want to sit
7:48:33down with us for two days, hold your
7:48:35hand through this. Not just not just
7:48:36[ __ ] this process. Like there's
7:48:38[ __ ] 50 calls a week you can go to
7:48:39for help. There's some links in the
7:48:41description. Um, all right. Here's what
7:48:44we want to do. Um, I still got to build
7:48:46Sev's landing page, but once the URL is
7:48:48ready, we want to copy and paste that in
7:48:50from high level. Now, a lot of your
7:48:53versions of the interface, I'm actually
7:48:54frankly quite surprised that it's not
7:48:56automatically toggled on for SE. A lot
7:48:58of yours are going to have these browser
7:48:59add-ons and it's going to add like a
7:49:01coal or it's going to add like an
7:49:03instant form or something like that. You
7:49:04want none. What this will do is let's
7:49:07say someone clicks this link um or
7:49:10clicks the link on the ad. It might open
7:49:11the URL. It might just [ __ ] open an
7:49:13instant lead form and then say you got
7:49:16leads. You got leads but they weren't
7:49:18the way that you wanted them to go. So
7:49:19just [ __ ] toggle them to none. All
7:49:21right. Add creator. So this is where we
7:49:23start uploading video content images and
7:49:25we can start writing the primary text as
7:49:27well. So setup creative. Some of your
7:49:29versions of the interface is going to
7:49:30look slightly different but not slightly
7:49:33very different. We want video ad. I've
7:49:35already uploaded serves. All right,
7:49:36cool. A lot of yours they're going to
7:49:39[ __ ] automatically put in. Actually,
7:49:42I'll [ __ ] show you what it'll look
7:49:43like. All right, let's see if it does
7:49:45it. So, we put the link in. That's where
7:49:48we want people to go. And then let's see
7:49:51if it does it. Setup add creator. Upload
7:49:53video. Yeah, see this [ __ ] thing.
7:49:55This [ __ ] thing. Turn this off. So,
7:49:57what this is going to do is it's going
7:49:58to like scan the landing page and send
7:50:00it to random pages. So, delete that
7:50:02[ __ ] Make sure everything else is off.
7:50:05Next. Now, I've already uploaded says
7:50:08batch one. You should have already
7:50:10trimmed it. I don't even know why this
7:50:11is a [ __ ] thing. If you need to edit
7:50:13it, I just leave it on original. Cool.
7:50:15Primary text. So, what we want to do
7:50:18now, best practice, this is going to be
7:50:21there's going to be a lot of do as I
7:50:22say, not as I do. Um, best practice when
7:50:25it comes to ads would be that the idea
7:50:28of what's said in the video matches the
7:50:32idea of what you write in the primary
7:50:34text. In my experience, it doesn't
7:50:37[ __ ] matter that much, but I'm going
7:50:38to do it anyway. So, what we're we're
7:50:41going to do is I spoke about previously
7:50:44this concept called the rule of one,
7:50:46which is an ad follows one idea, one
7:50:48promise, one story, one emotion, and one
7:50:50call to action. Um what we want to look
7:50:52at is the first one which is the idea.
7:50:55And so we watch the video we go what is
7:50:57the idea that is like the one core idea
7:51:01of this video and then we write around
7:51:03that. So let's watch this first. Our
7:51:05students come to our workshops because
7:51:07they're the expert but nobody knows that
7:51:09they are online. They run ads but some
7:51:13people still don't believe them. The ads
7:51:14get expensive. That's why in the two-day
7:51:16workshop, we cover all bases so you
7:51:19learn how to make the organic content
7:51:21that makes you the authority. Look how
7:51:23happy he is. Everyone's validated him
7:51:25and trust him. That could be you.
7:51:28>> Cool. So, the idea of this ad is that
7:51:31you're an expert in your field. Now, I
7:51:34actually don't really like writing my
7:51:36ads in this primary text section here,
7:51:37but we're going to [ __ ] do it anyway.
7:51:39Now, little bit of a workflow tip when
7:51:41it comes to writing copy. Firstly,
7:51:43you're probably asking why I'm not just
7:51:45going to chat GPT or Claude to write my
7:51:47ads for me. You can later, but what I
7:51:50want you to understand first is what's
7:51:52going on in my head as I write copy so
7:51:55that when you go to Claude and you do
7:51:57prompt it, you're at least prompting it
7:51:59with good examples of ads that for like
7:52:02committed and not just curious. Um
7:52:05because in my experience, if you just
7:52:07blindly go go to Claude and get it to
7:52:09write ads for you, you'll probably spend
7:52:11more time editing the ads, getting the
7:52:13tone right, getting the features right,
7:52:16than you actually [ __ ] save. Now,
7:52:18what do you do when you are starting
7:52:20from a blank page, which we're doing
7:52:21right now? In my experience, it's
7:52:23significantly harder to write just
7:52:26staring at a blank page. Um, what is
7:52:28easier is to build just dump words down.
7:52:31It's much easier to look because it's
7:52:34much easier to look at those words that
7:52:36you've dumped down on the page and then
7:52:38remix them and expand them and
7:52:40extrapolate them into something that
7:52:42you're not [ __ ] ashamed of. And so
7:52:46firstly, what we want to do is write um
7:52:48the idea is that you're an expert in
7:52:53your field. Now, we're going to start
7:52:56with the hook. I'm not going to write
7:52:57down features or anything like that,
7:52:59right? Because as I said before with
7:53:01Sev, the hook is the 20% of your primary
7:53:04text, also your video that is going to
7:53:05get 80% of the results. Now, we've
7:53:09spoken about a few of the things that
7:53:10are really important in the hook. So,
7:53:12the first one is it needs to be
7:53:13committed, not curious. And so, we need
7:53:15to make sure that it's clear that this
7:53:17is a workshop that Sev fixes this for
7:53:20people. This is a service. This isn't a
7:53:21[ __ ] blog article or a free online
7:53:24course or video or something like that.
7:53:26Right? So, you're an expert in your
7:53:29field as a servicebased
7:53:33business owner. Right now, what we do is
7:53:37we just build on this. So, I don't want
7:53:39to [ __ ] use that obviously. Um,
7:53:42that's my f second draft. You've been
7:53:45providing a service for years,
7:53:47potentially decades. you're the expert,
7:53:49but no one knows it. Now, a few things
7:53:51that are good with this first draft.
7:53:53This isn't my final draft. Is Sev said
7:53:55he can only work with service-based
7:53:57business owners. So, I this by saying
7:54:00this, you've been providing a service
7:54:02for um that helps turn away e-commerce
7:54:06people. Now, says 4 years. Now, this is
7:54:11another thing that actually didn't
7:54:13realize I did it until [ __ ] after I
7:54:14wrote it, but that's another qualifier
7:54:16as well, right? So, this will probably
7:54:18turn away a lot of the beginners or
7:54:20people that want to start a business. It
7:54:22will speak directly to people that have
7:54:23been in business and well established
7:54:25for quite a while, potentially decades,
7:54:27that achieves the same outcome. And then
7:54:30you're the expert, but no one knows it.
7:54:32That's the core emotional driver and the
7:54:35idea of this video ad. Now, the problem
7:54:37with this hook is it is very curious,
7:54:40not committed. It's not clear what the
7:54:43service is from just reading this alone
7:54:46because remember a lot of people aren't
7:54:48going to click that little see more
7:54:50button before they click the link.
7:54:51They're just going to go a cool easily
7:54:53tap it go to the landing page and what
7:54:55will happen is they'll click this like
7:54:58if you just read you've been providing a
7:55:00service years potentially decades you're
7:55:02the expert but no one knows it. very few
7:55:04people if any at all would be expecting
7:55:07it to be a workshop or providing some
7:55:10kind of service that they can purchase
7:55:11on that landing page. So what we want to
7:55:15do is a thought experiment which is if I
7:55:18was to just slightly remix this sentence
7:55:21so that it's clear this is a service you
7:55:24like buy it or you apply for it or it's
7:55:27a workshop just it could be a couple
7:55:30words like what would that be? So what I
7:55:32would do and there's so many different
7:55:34ways you could do this. What I would do
7:55:36is the people that attend my workshops
7:55:39have been providing a service for years.
7:55:42They are the experts but no one knew it.
7:55:44Now when you read this it's clear the
7:55:47people that attend my workshops we can
7:55:49figure out from that sent that section
7:55:51of the segment sentence alone that this
7:55:54is a workshop. Now what we want to do is
7:55:56a similar process. We just want to talk
7:55:58about the service. Now, rather than
7:56:00starting from scratch, I'm just going to
7:56:02dump down features and benefits and then
7:56:04we can reorganize those into sentences
7:56:06that, you know, clearly communicate the
7:56:09value of the business. So, what I want
7:56:11to talk about is it's online, walk away
7:56:13with content filmed, even if you hate
7:56:14being on camera, you get a repeatable
7:56:16plan, not spinning the wheels. So, I've
7:56:18turned that into the people that attend
7:56:21my workshops have been providing a
7:56:23service for years. They're the experts,
7:56:24but no one knew it. Previously, they've
7:56:26been spinning their wheels with content
7:56:28creation. They knew they had to do it,
7:56:29but didn't have a clear plan on how to
7:56:31execute it. They hate hated being on
7:56:34camera, and that was the main bottleneck
7:56:35for them filming content at all. They
7:56:37saw the content their competitors were
7:56:39making and wondered how they were
7:56:40speaking clearly on camera at all. I
7:56:43repeated that. All the business I helped
7:56:45walk away with content, not just filmed,
7:56:48but edited and posted and a clear,
7:56:50repeatable plan to continue that so they
7:56:52become the go-to authority in their
7:56:53industry. To save your seat for a
7:56:55workshop, click below to learn more. Not
7:56:57too bad. Now, the headline, this is just
7:56:59going to appear next to the button. You
7:57:01just want it, generally speaking, the
7:57:03easiest way to think about it is just
7:57:04like a very, very, very condensed
7:57:06version of your hook. So, I would say
7:57:08something like become the industry
7:57:13authority.
7:57:14Now, for the love of God, make sure none
7:57:16of this creative text generation AI
7:57:18[ __ ] is selected. For a lot of you,
7:57:20it's going to select it. I don't bother
7:57:22with the description. It's basically
7:57:23like what appears under the headline.
7:57:25and call to action. I always go to learn
7:57:28more next. All right, here we go. This
7:57:30is the [ __ ] first gauntlet. You need
7:57:32to make it's for a lot of you. It's
7:57:34going to [ __ ] toggle all this [ __ ]
7:57:35on. So, we need to like turn all those
7:57:37off. All right, but wait, there's more.
7:57:40Oh my [ __ ] god. They got translations
7:57:42now.
7:57:45Just
7:57:46I don't [ __ ] know. They've got this
7:57:48on industry sets account, too. Just [ __ ]
7:57:50off. Now, wait. We said none of them are
7:57:53on, but Mark gas lights you. You need to
7:57:57go down here. Oh, it actually doesn't do
7:58:00it. Oh, no, he [ __ ] did.
7:58:02So, yeah, it says essential enhancements
7:58:04down here. All right. Now, firstly, I'm
7:58:06actually very surprised that it didn't
7:58:08do it for Sev's account cuz he's new.
7:58:10This optimize text per person thing. You
7:58:13need to [ __ ] make sure that that is
7:58:16disabled. For a lot of you, it's going
7:58:19to automatically enable it. And when
7:58:21it's enabled, there won't be this edit
7:58:24button next to it so that you can turn
7:58:26it off. The way that you turn it off is
7:58:29you go down here. Oh my god, there's
7:58:32more. You go down here, you go edit, and
7:58:35then you turn off relevant comments. You
7:58:37turn off every single one. You turn off
7:58:40every single one and then it will toggle
7:58:43back or toggle to disabled.
7:58:46What is this too? Advantage creative
7:58:48translation turned off. Yeah, good. Turn
7:58:50that off, too. Is there anything else
7:58:53that I need to [ __ ] turn off here?
7:58:54There's another one they do, too. They
7:58:55do like related media. You need to
7:58:57[ __ ] delete that [ __ ] too. Related
7:58:59media is just like, "Hey, I know you
7:59:01told me to run this video, but like I
7:59:03found this other random one for whatever
7:59:05reason, and for a bunch of people, I'm
7:59:07just going to choose that video
7:59:08instead." It's actually [ __ ] I
7:59:09don't understand it.
7:59:12I think we're good. Is that it? I get
7:59:15real [ __ ] tense at this part.
7:59:19Sick. Let's publish that. Now, when it
7:59:24comes to naming conventions, I'm an ad
7:59:27one, ad two, ad three guy, but what you
7:59:29should do just so when you're like when
7:59:31you've got like dozens of ads, you can
7:59:32clearly see this ad's performing well.
7:59:34What's the idea in it? What I like to do
7:59:37is name it like ad one and then the ads
7:59:40like along with that like the idea of
7:59:42the ad. So, I'll do expert in your
7:59:45industry. Now, if you wanted to, you
7:59:48could go through the long way, which is
7:59:49like go create and then create the whole
7:59:51addict from scratch. I just like to
7:59:52[ __ ] duplicate it. All right. Don't
7:59:55duplicate with recommendation. This
7:59:56[ __ ] thing. What is this? You can now
7:59:58apply recommendations that may help
8:00:00improve your ad performance. You can
8:00:01review your ad before publishing it.
8:00:02Like, add an image. Why? That's not what
8:00:05I want. Just duplicate with original
8:00:06setup. As a general rule of thumb, when
8:00:08you're in Facebook Ads Manager, if
8:00:10they're clearly trying to get you to do
8:00:11something, just do the [ __ ] opposite.
8:00:13Like this this grayed out [ __ ]
8:00:15button. go with that one. Now, when you
8:00:17duplicate the campaign, sorry, when you
8:00:19duplicate the ad, you choose where you
8:00:20select it. I'm duplicating it into the
8:00:22original campaign, which will duplicate
8:00:24it into the original ad set. I'm going
8:00:26just go duplicate. Cool. Let's do add to
8:00:29what's the next video. Watch. I reckon
8:00:32they [ __ ] turn [ __ ] on, too.
8:00:35Yeah. See, they [ __ ] as you Yeah,
8:00:37[ __ ] off you [ __ ] Add video
8:00:39effects. They're sneaky. All right,
8:00:41number two. No more fear of judgment.
8:00:44Here we go. What's this video?
8:00:46>> After two days of working with me, the
8:00:48fear of judgment in front of the camera
8:00:50was lifted. What that led to was more
8:00:53leads because you're yapping a lot. And
8:00:56that yappathon creates trust.
8:01:00>> Cool.
8:01:02Next. Now, what we want to do is we
8:01:04don't need to, now that we've got one
8:01:06ad, we don't need to completely start
8:01:08from scratch. You can if you're feeling
8:01:10particularly creative, but I'm not. So
8:01:12what we can do is just rewrite the hook
8:01:15and remix the body. So the idea of this
8:01:20ad is fear of judgment. You know you
8:01:23need to film content to get leads but
8:01:24you hate being on camera. Now we do the
8:01:27same thing. How can we make it more
8:01:29committed more of a committed hook? So,
8:01:31I would do something like, "Everyone
8:01:33that comes to my workshop knows they
8:01:35need to film or knew they need to film
8:01:38content to get leads, but they hated
8:01:40being on camera. Now, I'm going to be
8:01:43[ __ ] lazy and just get Claude to
8:01:44rewrite this." Can you rewrite this
8:01:51letter add body copy? Because I can't be
8:01:55[ __ ] Everyone that comes to my
8:01:57workshop knew they need to film content
8:01:59to get leads, but they had to being on
8:02:00camera. They were stuck in content
8:02:02creation purgatory. They knew they had
8:02:04to do it. Had no idea how to actually
8:02:06make it happen. The camera was the
8:02:07enemy. The second the red light turned
8:02:09on, every coherent thought vanished.
8:02:11That's a good one. Meanwhile, their
8:02:13competitors were showing up online
8:02:15polished and confident, and they
8:02:16couldn't figure out how. The business
8:02:19owners I work with don't just don't just
8:02:21leave with the plan. They leave with
8:02:22content film, edited, and posted. and a
8:02:24simple repeatable system to keep showing
8:02:26up as the go-to authority in the space.
8:02:28Click blow s banger. I wouldn't use
8:02:31claude or like chat GBT or anything to
8:02:33write your hook unless you train on like
8:02:36committed versus curious. Like our with
8:02:38you members have a chat GPT custom GPT
8:02:41thing that we use so that it gets the
8:02:43committed language better. But generally
8:02:46speaking from scratch, I want to [ __ ]
8:02:48do it. And also just for this video, I'm
8:02:50like walking you through like what's my
8:02:52thought process when it comes to this.
8:02:54When you blindly trust AI, it's just
8:02:56going to revert to its mean. But
8:02:58obviously when you use it intelligently,
8:03:00you can use it correctly. But you need
8:03:01to know what intelligent is first so you
8:03:04don't have [ __ ] RAI instead of AI.
8:03:09Need these. All right, here we [ __ ]
8:03:13go. Round two. Next. No, I don't want to
8:03:16[ __ ] translate anything.
8:03:18Very good. Fear of judgement.
8:03:22Yeah. Like in terms of like what's more
8:03:25important, the primary focus or the
8:03:27video? Absolutely. The video has not
8:03:30more not just more weight in the
8:03:32algorithm, but more weight in the mental
8:03:35bandwidth of the people that are viewing
8:03:36it because it's significantly obviously
8:03:39psychologically more engaging to watch a
8:03:41video and listen to someone than it is
8:03:42to [ __ ] read text. So, I don't place
8:03:45a whole lot of effort honestly into the
8:03:48primary text. I will put a lot of
8:03:50thought into what I say in the video
8:03:52though. Actually, perfect case study.
8:03:54So, like industry set, we had like um
8:03:56really poor show rate after [ __ ]
8:03:58World War II nearly happened. Is that
8:04:00still on? I actually don't know if you
8:04:01[ __ ] cares. But the show rate like
8:04:04really really tanked. And so what we did
8:04:06was we got the sales transcripts of all
8:04:11the people that showed and enrolled and
8:04:14we compared it to people that like what
8:04:16people said in their application what
8:04:17they didn't show and we compared that
8:04:19with the messaging in our ads. The main
8:04:21finding we found was that the people
8:04:24that showed and enrolled were more
8:04:25focused on improving their processes as
8:04:28a music producer. So like they wanted to
8:04:30get better at the skill. The people that
8:04:32booked and didn't showed, all their
8:04:35goals that they wrote in their
8:04:36application were about like the outcome,
8:04:38like the future, very optimistic, like
8:04:40playing music festivals and getting
8:04:42supported by big artists and like all
8:04:44the cool fun [ __ ] It wasn't the boring
8:04:46[ __ ] like I want to get better at making
8:04:48music. Um, and so what I told Jackson
8:04:52was like, "Hey, like we need new ads
8:04:54that speak specifically from a messaging
8:04:56perspective to the people that want to
8:04:58get better at making music rather than
8:05:02um like I got signed to this label, this
8:05:04label, this label." And so while I was
8:05:07waiting for him to film new video ads, I
8:05:09just rewrote the copy and it did like
8:05:12with so I redid the copy with the new
8:05:15messaging, but it had the videos had the
8:05:18old messaging and it's it didn't fix the
8:05:21[ __ ] like show rate at all. Um,
8:05:24however, literally just this morning,
8:05:27last night, I swapped in the new video
8:05:29ads where he talks to the better
8:05:31messaging angle. paired that with
8:05:34obviously the better primary text and he
8:05:36just messaged me this morning saying I
8:05:37think the show rate's been fixed. So
8:05:40that's a pretty like and that was like
8:05:41the case case of like 14 hours ad three
8:05:48overspending on ads.
8:05:51A ton of our students are sick of
8:05:52donating money to Mark Zuckerberg in
8:05:55their ad spend. They want to lower the
8:05:57costs and still bring in more leads. And
8:06:00that's why we create the organic
8:06:02salesman in your sleep. In our two-day
8:06:05online workshops, you'll learn how to
8:06:07create a library of organic content that
8:06:10is up everywhere.
8:06:13Next. Now, same thing. So, the idea of
8:06:15this ad is I think it was like the
8:06:17organic salesperson. Now, what I'm going
8:06:19to do because I'm [ __ ] lazy is
8:06:23now rewrite the body, but the hook it
8:06:28needs to relate
8:06:31to is below. Most business owners are
8:06:35one bad month of ad spend away from
8:06:36their pipeline drawing out completely.
8:06:38CPM's rising, leads get more expensive,
8:06:40and the second you turn budget off, it
8:06:42all stops. Content fixes that. But the
8:06:44problem isn't knowing you need it. It's
8:06:45the camera, the blank mind. The second
8:06:47you hit record, watching Peter Shop
8:06:50online looking sharp while you're still
8:06:51trying to film your first video. The
8:06:52business owners I work with leave a
8:06:54content field edited posted blah blah
8:06:55blah blah blah. Sounds good enough. All
8:06:58right, let's see what they got this
8:06:59time. I don't need one of them. It's
8:07:01nice. It's only on relevant comments.
8:07:03Save. Cool. We'll name this ad three.
8:07:11Now, I'm not going to continue making
8:07:13ads cuz I think you get the idea of this
8:07:15now. But what I will show you how to do
8:07:16is how to make more adsets. So what
8:07:19we'll do here is we go to we can start
8:07:21from scratch. I always just like
8:07:23duplicating stuff. That's my favorite
8:07:25workflow in Ads Manager. So I'll go
8:07:26duplicate duplicate original setup
8:07:30original.
8:07:32This will duplicate
8:07:34both
8:07:36the ad set the settings and also the
8:07:38three ads that are within them. So I
8:07:40want to go cold.
8:07:43So I'm going to warm Facebook and IG
8:07:46engages. All these settings copied over.
8:07:50But what we do now is we get rid of
8:07:54advantage plus get rid of us as a
8:07:57suggestion and we can start adding
8:07:59custom audiences. So we can go custom
8:08:01audience. We can go website. Generally
8:08:04speaking, when it comes to my warm
8:08:05stack, I don't do hyper specific
8:08:08retargeting like, you know, if you
8:08:09visited this page, but not this page,
8:08:11you see these ads. I generally just go,
8:08:15did you touch Facebook or Instagram in
8:08:16the last year? Did you touch the pixel
8:08:18in the last 180 days? And just jump like
8:08:21bundle them all into one. Let's just add
8:08:23in create custom audience Instagram
8:08:25profile. Talk to serve IG 365 days.
8:08:32Create new custom audience Facebook
8:08:34page.
8:08:37Now they've got this other [ __ ]
8:08:38sneaky toggle. This uses the suggestion
8:08:41thing. [ __ ] that off too. Now because
8:08:43I've duplicated this as well, I need to
8:08:46delete these suggestions for the
8:08:48demographics also. Otherwise, we'll make
8:08:50a vin diagram of the two. And then if I
8:08:53wanted to do now, if it's a warm
8:08:55audience, um you generally start with
8:08:57like a smaller one. So, honestly, this
8:08:59one's really hard to give you a math
8:09:02formula for. I would be able to work it
8:09:04out. I'm not going to be able to work it
8:09:05out right now. But obviously, let's say
8:09:07this audience is only 2,000 people and
8:09:10we spend
8:09:12$100 a day on them. They're going to get
8:09:14exhausted very, very quickly. So, I'm
8:09:16actually not even going to launch with
8:09:17this one on. But when I do launch it,
8:09:19it's only going to be about 20 bucks a
8:09:21day. So, it might be like 20% of
8:09:24whatever I'm targeting in code. and then
8:09:27I'll publish that. Cool. Now, I'm going
8:09:29to turn this one off because when we do
8:09:32set up conversion tracking, now it's
8:09:33very important that this is another do
8:09:36as I say, not as I do example, it's very
8:09:38important that you turn
8:09:41uh ads on with conversion tracking
8:09:44correctly set up because Facebook, as
8:09:47I've been hopping on about, is very,
8:09:49very, very, very smart. Um, generally
8:09:52speaking, if you just give it the right
8:09:53ads and like a decent landing page and
8:09:56you say, "Go get me leads," it will get
8:09:58you [ __ ] leads probably later that
8:09:59day. Um, but if it doesn't know about
8:10:02it, what will happen is it will start
8:10:05getting incorrect because it go, I swear
8:10:07I thought this segment of the audience
8:10:09would work. What about these people? And
8:10:11then it will stop working and it will
8:10:13get worse and worse and worse and worse
8:10:14and worse because it was working in the
8:10:17first place. Didn't know about it. What
8:10:18it wanted to see was, "Oh, yeah, that
8:10:20worked." And then repeat and reinforce
8:10:23that existing successful action. Now,
8:10:26when Sev's got his conversion tracking
8:10:28set up correctly, I would simply go back
8:10:30here, turn it on, and then everything
8:10:32will start going to process, go to
8:10:34review, and then it will start
8:10:36delivering ads, and then we can go
8:10:37through optimizations. Now, to show you
8:10:40what a finalized or what a [ __ ] big
8:10:43boy campaign looks like, this is how my
8:10:46campaign's set up. So, I've got one
8:10:48campaign using adset budget and then
8:10:51I've got multiple different adsets. Now,
8:10:55the annoying thing, at least for me
8:10:56anyway, the annoying thing with Ads
8:10:58Manager is you can have a maximum of 50
8:11:01ads per ads set. Now, that's fine until
8:11:05you have 288 ads active. So, what I do
8:11:09is I will segment up my ads and kind of
8:11:12like bundle them together.
8:11:16So, like for example, I'll only do like
8:11:18warm ones, but I'll have like a
8:11:20skepticism of Brandon ads. So, let's say
8:11:22for example, I can't imagine why, but
8:11:25people are very skeptical of me. But if
8:11:27you're in my warm audience, I'll serve
8:11:29you ads um to kind of overcome that.
8:11:32Like, I got this main skepticism one.
8:11:34This is one where people like shake my
8:11:36hand at the end of a workshop. This is
8:11:38one where someone's like calling me out
8:11:39and I [ __ ] nukeked him. Like, this is
8:11:41one showing we have an office. Like all
8:11:44this different stuff, right? Whereas all
8:11:46of my cold ones, I kind of bundle them
8:11:48together. So these are the most recent
8:11:49April ones.
8:11:52And I've got like 19 ads in here. I
8:11:54think there's some with Paty and it will
8:11:56just distribute them like that. And then
8:11:57once I hit like 50 ads, I just build
8:12:00another ad set. Um but it's nothing too
8:12:03over complicated. Um, in the past what I
8:12:07did, um, and it stopped working as well
8:12:10was I'd do basically like each of these
8:12:14would be like their own campaign. Um,
8:12:17and so I'd have like, you know, [ __ ]
8:12:19eight different campaigns,
8:12:22all the one ad set and then like 50 ads
8:12:24in them. And then I think all the
8:12:26campaigns just started competing and
8:12:27just for whatever reason, like when I
8:12:29swapped to adset budget optimization, it
8:12:32just got way more stable. Like for
8:12:33example, if I showed you our dashboard
8:12:36for bookings, you'll see just how stable
8:12:38the bookings got. Um yeah, around here
8:12:42was when I swapped to um campaign
8:12:47budget. So if I go a little bit longer,
8:12:49March, you can see like just how up and
8:12:52down it is. And then when I swap to
8:12:54April, it's all kind of within range
8:12:56like that. So, a lot less fluctuation
8:13:00dayto day, a lot more smoothed out
8:13:02rather for like [ __ ] massive highs
8:13:04and massive crippling lows.
8:13:08Now that we've done the basic campaign,
8:13:10we need to understand some of the other
8:13:11opportunities that are available
8:13:13available to us with custom audiences
8:13:15and lookike audiences and how to set
8:13:17them up. All right, so there's a number
8:13:18of uh different audiences that you can
8:13:20use in Facebook. Now key thing to take
8:13:23into consideration now post Andromeda
8:13:27is audiences are now treated more as a
8:13:30suggestion and I don't want you to
8:13:31neglect the fact that the content that
8:13:34you put in your ads that being the
8:13:36primary text the headline uh what you
8:13:39say in the video what you say in the
8:13:40images that has significantly more
8:13:42weight into
8:13:45who your ad will get served to. However,
8:13:48we still have access to these tools for
8:13:50now.
8:13:52Like I can see a world uh and I think
8:13:55there's some accounts that's been rolled
8:13:56out to where like a lot of this stuff
8:13:58just has to go away and it's truly
8:14:00treated as suggestions. However, we have
8:14:02it for the time being. So, under the
8:14:04audiences tab, there's a couple of
8:14:06different ones we can do. Firstly, the
8:14:08very obvious one is saved audiences.
8:14:10Now, um this could also be created, by
8:14:12the way, all of these can still be
8:14:14created um inside an ad set like as
8:14:17you're building your campaign. You don't
8:14:19know need to go to the audiences tab.
8:14:21However, just for the purpose of this,
8:14:22it's just easier to show you this way.
8:14:25So, audience would be um basically basic
8:14:29demographics. So, where are they
8:14:31located? As well as like gender and age.
8:14:35So, this is quite simple here. Like
8:14:37there's just a drop down. If we wanted
8:14:39to do let's say Perth, we could drop
8:14:41that there. What we can also do is we
8:14:44can drop more pins. The other cool thing
8:14:46we can do as well is we can also exclude
8:14:50zones. Now I'll actually show you a
8:14:52really effective use case for this. So I
8:14:56learned this uh promoting nightclubs.
8:14:58Now if you're a brick and mortar
8:15:00business, this is going to be like very
8:15:02very useful. So,
8:15:05let's say you are a local gym that's in
8:15:11like just slightly north. So, this is
8:15:13Perf. Um, this is like the main CBD
8:15:16here. So, this is the highest population
8:15:18density. Let's say you're a gym just
8:15:22north of the CBD like this. Now, let's
8:15:27say I'll have members in the Whitney
8:15:29program and they'll come to us and be
8:15:31I'll be like, "Yeah, you're a local
8:15:32gym." And I'll ask like how far do
8:15:35members typically drive to get to you?
8:15:38And they'll say something like, let's
8:15:39say it's five kilometers,
8:15:42something like that, right? Or um they
8:15:44might say it's like I think just for the
8:15:45purpose of this, I'm going to make it 7
8:15:47km.
8:15:49[ __ ] me. There we go. They'll say
8:15:51they'll drive up to 7 km. But what
8:15:53you'll notice is a 7 km radius will hit
8:15:59this like south of the river part here.
8:16:02Now, humans are really interesting with
8:16:05where they will or will not go to travel
8:16:09to brick and mortar businesses. And so,
8:16:11let's say this is the example that I'm
8:16:14talking to a member. I'll say, "Yep, our
8:16:16gym's located here." And members will
8:16:18drive up to 7 km. I'll ask them, I'll
8:16:21go, "Hey, do 80% of your members come
8:16:23from north of you?" And pretty much
8:16:27every single time they'll say yes. It
8:16:29can work on the flip side. Let's say
8:16:31they're down south here. I'll say do 80%
8:16:36of your members come from south rather
8:16:37than north and they'll say yes. And the
8:16:39reason for that is humans are
8:16:41interesting. They will travel towards
8:16:44large populations
8:16:47to like get to a brick and mortar
8:16:49business, but they will not travel past
8:16:51it. So what you can do is you can drop a
8:16:55pin down here. Let's say here.
8:16:58And then I'm going to make this like 4
8:17:01km.
8:17:08I'm going to exclude it.
8:17:11Maybe seven.
8:17:16Yeah, I reckon it's going to be seven.
8:17:19Yeah, something like that. Even like
8:17:22eight potentially. Yeah. Cool.
8:17:26So what we've done there
8:17:28is we've ex set this radius but we've
8:17:32excluded
8:17:34um these people down here. Now another
8:17:38thing that you might notice is the
8:17:39people that live over here. They will
8:17:42travel to the city that way but they
8:17:45won't travel like up that way. And so we
8:17:48can also drop a pin here.
8:17:54make it like seven kilometers again
8:17:58and then exclude that one, right?
8:18:02Because the people that live like here,
8:18:05they'll just travel to stuff on the way
8:18:07to work, but they might not travel up
8:18:09that way. And so, like, see how there's
8:18:11these main roads here? You want to kind
8:18:13of be aware of like where the main roads
8:18:15are if people traveling north, south,
8:18:17east, west. I'll give you another
8:18:18example. So, like when I was working in
8:18:20nightife, let me delete all these pins.
8:18:22when I was working in night life. Um,
8:18:25let's find Jundelot. Where the [ __ ]
8:18:27that, dude? I actually can't [ __ ]
8:18:28remember where it is. Let's just say
8:18:30it's here, right? So, this is a
8:18:32nightclub. Now, let's say the nightclub
8:18:35was there. I would drop the pin like
8:18:37that. But what I would notice is if
8:18:39someone was south
8:18:42um of this gym, sorry, of this
8:18:44nightclub, they wouldn't travel north to
8:18:46go to this nightclub. They would just
8:18:47travel towards the larger population.
8:18:50And so I'd drop a pin there and I'd
8:18:52exclude that because people will travel
8:18:55from up here to towards the larger
8:18:58populations to get to that nightclub.
8:19:01That some of them will travel past it,
8:19:02but it'll be incredibly uncommon for
8:19:04people to move away from the larger
8:19:07population densities and then travel to
8:19:09up to this isolated nightclub. So you
8:19:12need to consider that when you're a
8:19:13brick and mortar business like what
8:19:14direction will people travel from not
8:19:17just how far away are they because the
8:19:20distance is like a onedimensional
8:19:24uh measure where you need to measure it
8:19:26in like two dimensions like what which
8:19:27direction do they come from? Super
8:19:29useful hack. Um we've also got the age.
8:19:32We can enter custom audiences here now
8:19:35and we'll talk about custom audiences in
8:19:36a bit. So we've got age as a range. Now
8:19:39the way that you want to select ages is
8:19:42all right. So if we look at a normally
8:19:45distributed
8:19:47bell curve let's look at this right you
8:19:51want to think of like the very average
8:19:55age range and then like one standard
8:19:57deviation left or right of it. So sure
8:20:00let's say your average age range is like
8:20:0240. Don't go oh I've got a couple
8:20:05customers that are like 21. let's target
8:20:0721 year olds. It's like no, let's just
8:20:09like go for the easy one. And so if the
8:20:12average range of your customers is like
8:20:15the like the exact median is like 35,
8:20:19you'd probably go like 30 to 40 or 28 to
8:20:2342, something like that. Don't open it
8:20:25up heaps. Like don't try, oh like I
8:20:28reckon I'll get a couple 21. Don't do
8:20:29that. Just [ __ ] go for the averages,
8:20:32right? Give yourself the best chance of
8:20:33success. Gender. Uh now detailed
8:20:36targeting. There's heaps of different
8:20:37options down here. Again, these are
8:20:39treated more like suggestions. Encourage
8:20:41you to click through these while you
8:20:43[ __ ] can. And Meta hasn't removed it.
8:20:45You can go through education. So, their
8:20:47education level, fields of study. Oh,
8:20:49they're still schools and universities.
8:20:50Can you That's pretty cool. I thought
8:20:53they removed that. No, they [ __ ]
8:20:55have. Allegedly.
8:20:58They just taken away more and more [ __ ]
8:21:00Demographics. Uh, this financial, this
8:21:02income one, this only works for like the
8:21:04US.
8:21:06Um,
8:21:08browse certain interests. I'd encourage
8:21:11you to click through all of these. Um,
8:21:14then you got behaviors. Um, if anyone's
8:21:17in the B2B space, just steal mine. You
8:21:20just want to do small business owners
8:21:23and then you'd have business page admins
8:21:27and then you'd have Instagram business
8:21:30profile. Yeah, generally speaking, when
8:21:33I do my interest, I go pretty direct
8:21:36because it's again, it's going to take
8:21:38it as a suggestion and then it will also
8:21:41go, all right, well, if you're targeting
8:21:43this, I reckon these people as well. Um,
8:21:46one more thing, they they used to have
8:21:48this option uh to exclude audiences,
8:21:51right? So if you got a vin diagram,
8:21:56what you used to be able to do was kind
8:21:58of like how I showed with the um like
8:22:01with this um like this area but not this
8:22:04area. You used to be able to do that
8:22:06with interest. So it might be like in
8:22:07I'll give you a perfect example, right?
8:22:09So um the interest stack for industry
8:22:11set so it's for electronic music
8:22:13producers. They need to make like house
8:22:14dubstep, drum bass, stuff like that. Our
8:22:17interest stack used to be
8:22:19interested in Ableton, Logic, like all
8:22:23these different like music production
8:22:25softwares and plugins. But the problem
8:22:28with that was a bunch of hip-hop artists
8:22:30and rappers would come through and we
8:22:31just can't help them in our program. So
8:22:33we went interested in all this this
8:22:35software but then exclude people that
8:22:38were interested in hip-hop rap. And so
8:22:42it basically just got rid of all them
8:22:43and just boiled it down to the
8:22:45electronic music producers and bass
8:22:46music producers. Now that they've gotten
8:22:48rid of that um we have to be careful in
8:22:50like the copying the content that we
8:22:52have. So we noticed that certain ads
8:22:55just attracted more rappers. So if like
8:22:58if we use the language of and we've
8:23:00already sp we've spoken about this with
8:23:02Sev where it's like the very specific
8:23:04language you use in the first hook.
8:23:07um like for industry set it was we found
8:23:09that if we said music producers that was
8:23:12too vague and so rappers would come make
8:23:15beats right then we got slightly closer
8:23:18with like electronic music producers and
8:23:20then we just noticed from the data that
8:23:22a lot of like rappers would still go
8:23:24[ __ ] it I' like Ableton's electronic and
8:23:27I make it and so they'd still come
8:23:28through so then I changed it to bass
8:23:32music producers which is pretty [ __ ]
8:23:34specifically like just step for drum and
8:23:37bass. To be clear though, rappers
8:23:41[ __ ] Oh, there's an 808 [ __ ] bass
8:23:43drum. I swear to God. But again, it's
8:23:46all dials, not switches. Like, we're
8:23:47just trying to give ourselves the best
8:23:49chance of success. However, rappers
8:23:53still haunt me. Um, but used to have
8:23:55that option. They got rid of that now.
8:23:57They have, however, graced us with uh
8:24:00allowing us to continue using the narrow
8:24:02audience. So what this allows us to do
8:24:05is go interested in this and whatever
8:24:09else we put into here. So in the vin
8:24:11diagram that would be this and this
8:24:14which lands us in the middle of this
8:24:16cross-section here. So what you might do
8:24:18is like let's say for example you wanted
8:24:21to uh find
8:24:24uh business owners that were interested
8:24:26in fitness
8:24:29physical fitness. You might do like that
8:24:31cross-section. And so this is an example
8:24:32of like this and this. So in the ven
8:24:35diagram it would be like small business
8:24:37owners, business page admins, Instagram
8:24:39business profile admins and interested
8:24:41in fitness. And so just find the
8:24:43cross-section of that there. Let's talk
8:24:45about custom audiences now. So custom
8:24:48audiences are audiences that you can
8:24:50make based off of people's behaviors. So
8:24:53if you go create audience custom
8:24:55audience, all these different sources
8:24:57that you can have. So you've got like
8:24:59your website, customer lists. I've never
8:25:02used app activity because I've never
8:25:04used like software, never used offline
8:25:06activity either. Um never used catalog.
8:25:09Oh, you might have in the past with
8:25:10e-commerce. However, I'll also I'll use
8:25:13video quite um sometimes. Instagram
8:25:16profile, lead forms, a lot of you will
8:25:19use events. I would have used more when
8:25:21it came to like nightlife events and
8:25:23stuff like that. Facebook page, haven't
8:25:26used any of the other ones. Um, let's
8:25:28look at website because this is a really
8:25:29really strong one. So, you need the
8:25:30pixel or data set, whatever your version
8:25:33of the interface is calling it that
8:25:34[ __ ] week. So, if you go to website,
8:25:37you can find like your pixel
8:25:40and you can do there's a number of
8:25:41different options under that. You can go
8:25:42all website visitors. So, this would be
8:25:44anyone that has hit not just your
8:25:46website, but your funnel. Um, you got to
8:25:49be careful with the lingo there. So,
8:25:50anyone that's hit the pixel at all,
8:25:52wherever it's installed.
8:25:55You can also go by people who visited
8:25:56specific web pages. So people that just
8:25:59went to your landing page and not your
8:26:01website or one very specific um funnel.
8:26:04So for example, like if I wanted to do a
8:26:06retargeting or let's say I'm running a
8:26:09call funnel and a webinar funnel and I
8:26:12just want to retarget the people that
8:26:13visited the webinar funnel reminding
8:26:15them about the webinar. Um, I would do
8:26:18people who visit a specific web page and
8:26:20then I'd type in the URL of like the l
8:26:24landing page or the thank you page
8:26:25perhaps with uh website audiences. You
8:26:29can go up to 180 days. Yeah, they
8:26:33haven't changed anything there. So, who
8:26:35visited specific web pages? You can also
8:26:37go visitors by time spent. Honestly,
8:26:39I've never actually used this one. Uh,
8:26:42you can also go by different events. So
8:26:44people that have become a lead, people
8:26:46that have scheduled just different other
8:26:48conversion actions and stuff like that
8:26:49there. Generally speaking, the only one
8:26:52that I really use is all website
8:26:54visitors. So if anyone's hit my pixel, I
8:26:56typically go up to about 180 days. One
8:26:58of the temptations I'd like to kind of
8:27:01talk you out of is
8:27:05trying to get especially at smaller
8:27:07budgets like trying to get really really
8:27:09clever with your targeting. like I'm
8:27:12gonna do like if someone's spent 25%
8:27:14more time on my landing page, I'm going
8:27:16to show them these specific ads. And if
8:27:18someone has done like 10 seconds of this
8:27:20video, I'm going to show them this next
8:27:21video. It's just like don't be a [ __ ]
8:27:24nerd. Just chad advertise. Close enough
8:27:26is good enough. Actually, that's one of
8:27:27the things I say in the workshop. Like
8:27:29your attitude with targeting should be
8:27:33close enough. Like you'll never like
8:27:35especially with your cold targeting.
8:27:37like don't go, "Oh, I need like this
8:27:39really specific niche targeting thing."
8:27:41Like it's just not the way that Facebook
8:27:42ads works anymore. Um maybe back in
8:27:452017, 2018 you could have considered it
8:27:48like that, but now it is broad
8:27:51targeting. It will get just accept the
8:27:53fact that it will get seen by people
8:27:55that you don't want to see it, but we
8:27:58are dealing with percentages. Um like
8:28:00you're never going to get a 100% link
8:28:02clickthrough rate, right? Because it's
8:28:03going to get served to the wrong people.
8:28:05All we're trying to do is optimize
8:28:06things. So, close enough is good enough.
8:28:09So, that's website visitors. Um, the
8:28:12next one is customer lists. Now, I
8:28:15actually haven't used this one quite a
8:28:17while. So, you can create a customer
8:28:18list. So, if you have an email list,
8:28:21it's got like a file template you can
8:28:24use and so you can import them.
8:28:25Basically, you want like their name,
8:28:27their email address, their phone number.
8:28:29It will also give I think like postcode
8:28:32and address and stuff like that. And
8:28:33essentially you just upload a CSV file
8:28:35of your customer list or like your email
8:28:38database. It will get uploaded and with
8:28:41all these custom audiences there is a
8:28:44essentially a loading time to the custom
8:28:45audiences. So when you create a custom
8:28:47audience it will say next to it like
8:28:49populating or something like that. What
8:28:51that's doing is you've given it the
8:28:53rules to who you want to look for. Now
8:28:54it's just figuring out like all right
8:28:56like who's in here? Like is it this
8:28:57person, this person, this person, this
8:28:58person? It used to populate really
8:29:00quickly. Now I think it's pretty [ __ ]
8:29:01slow. like it might take a day or two to
8:29:03populate and then show you like the
8:29:05actual audience size. Now, with the
8:29:07email list, it's not 100% accurate. So,
8:29:10the thing with the email list as well,
8:29:11or the customer list, I should say
8:29:13specifically, is you need a fairly
8:29:16substantial
8:29:18list because let's say you have an email
8:29:21list of a,000 people. Well, after
8:29:24matching, like after it goes, oh yeah,
8:29:26this is this Facebook profile's email.
8:29:28This is this person. This is this
8:29:29person. This is this person. you might
8:29:31only get like a 50% match rate, which
8:29:33means that if you upload an email list
8:29:36of a,000 people, it might only match it
8:29:38with 500 Facebook users or meta users,
8:29:41which isn't very significant unless you
8:29:43have, and again, this is a um this is
8:29:46kind of a how long is a piece of string
8:29:47question. Unless you have like 10,000
8:29:51people in a customer list and it's
8:29:53matching with at least 5,000 people, I
8:29:56probably wouldn't use it. The other
8:29:58thing as well is customer lists are
8:30:00typically used to create lookalike
8:30:02audiences which um I'm going to talk
8:30:04about in a second. And if you have a
8:30:06really really small audience, it won't
8:30:08be able to calculate the commonalities
8:30:10between people to create a more accurate
8:30:13lookike audience, but I'll talk about
8:30:14that in a moment. Now, we can also do
8:30:16this with videos. We can create custom
8:30:18audiences with videos. We can do people
8:30:20that viewed at least 3 seconds of a
8:30:21video, 10 seconds of a video, 25% of a
8:30:24video. We can also select like specific
8:30:27videos as well. So if someone watched 10
8:30:29seconds of this video, generally
8:30:31speaking, the only way, there's two ways
8:30:34that I would ever really use this one.
8:30:37Number one is I pretty much never use
8:30:39the watch 3 seconds because 3 seconds,
8:30:43it's just 1 second longer than the
8:30:45average view duration. 1.2 seconds
8:30:46longer than the average view duration.
8:30:48So there's not very much engagement. 10
8:30:51seconds is is pretty decent to be
8:30:53honest. Most videos don't get viewed for
8:30:5510 seconds like very often. And so if
8:30:58someone's watched at least 10 seconds of
8:30:59your video, they're pretty well engaged.
8:31:01What I might use this for is let's say
8:31:04someone has watched 10 seconds of my
8:31:06video ads, I will show them like I'd put
8:31:08them into a warm retargeting your
8:31:10audience potentially. Especially when
8:31:12you are a new advertiser, you don't have
8:31:15as many likes, comments, pixel hits.
8:31:18This can be a good way to kind of
8:31:19populate that warm audience a little bit
8:31:21more. Yeah. So Aiden's um asking like
8:31:23should you ever exclude um customers?
8:31:26You can. I choose not to. I get asked
8:31:28this question in the workshop all the
8:31:30time. It's usually like phases a joke
8:31:32where they're like, "Hey, now I've done
8:31:34the program. Can you stop [ __ ]
8:31:35spamming me with ads?" And I say no.
8:31:38It's actually an option. Like if I
8:31:40really wanted to, I could probably
8:31:42upload just a customer list and it it'd
8:31:44match pretty well. But I like we have
8:31:47very very very positive word of mouth.
8:31:50And so what you'll notice is if I film
8:31:53ads in a workshop, our members that were
8:31:55like in that workshop will like leave
8:31:57testimonials in the comments. And so you
8:32:00have to consider like all the different
8:32:02sources of information that potential
8:32:04customers will look at. So they don't
8:32:06just look at your landing page like they
8:32:07look at the comments. And so if people
8:32:09look at our ads and like I just saw one
8:32:11this morning with like Roxy, she was
8:32:13like, "Oh, Brand," she was laughing
8:32:14going, "Brandon, stop swearing in your
8:32:15ads." Because that's like an inside joke
8:32:16that people just complain about that in
8:32:18her ads. And she goes, "Also, anyone
8:32:20like reading this like sign up. These
8:32:21guys are legit." Like that's very
8:32:23positive like propaganda. Like it's not
8:32:25something that I like uploaded to a
8:32:28landing page and like selected. It's
8:32:31something that like one of our customers
8:32:33just commented on a post. You can click
8:32:35through to Roxy's profile, see if she's
8:32:37legit. They can also like message Roxy
8:32:39and and say like, "Hey, like I saw this.
8:32:41Like what's your experience been?" You
8:32:43need to consider all these things,
8:32:44especially in a super skeptical market.
8:32:47Like this is by far the internet hasn't
8:32:48been around for very long, but this is
8:32:50by far the most skeptical people have
8:32:52ever been because enough time has passed
8:32:54where people have been using the
8:32:55internet, been advertised to on the
8:32:57internet and have bought things they
8:32:58purchased because they were advertised
8:33:00to on the internet. And they everyone's
8:33:02been burnt at least once, more often
8:33:04than not, more than once. And so they're
8:33:06hyper skeptical. So, it's incredibly
8:33:08common for people before they enroll in
8:33:10the Wiki program, they'll like find
8:33:13members that were in their testimonials,
8:33:15they'll find their business and like
8:33:16contact them through like their website
8:33:18form or something like that. Or if they
8:33:19comment on Instagram, they'll like DM
8:33:21them and ask for their um response
8:33:23because they won't just come to you as a
8:33:26single source of information because
8:33:27they know like I just like I'm picking
8:33:29the testimonials. Of course, I want you
8:33:31to see the best ones, but they want to
8:33:32see like, hey, if this person lists a
8:33:34testimonial, sure, was 6 months ago, but
8:33:36how do they feel about them now? And
8:33:37they want to have a conversation with
8:33:39people. I experience this all the time.
8:33:41Like, because I do so many coaching
8:33:42programs and I'm a relatively
8:33:44recognizable face on the news feeds of
8:33:45business owners in Australia, I get used
8:33:47in a lot of people's ads cuz I leave
8:33:49people testimonials when they do good
8:33:50work. And so, I will get messages from
8:33:53people saying, "Hey, I saw you did this
8:33:54program. Like, what did you think of
8:33:56it?" And I'm like, "Man, did you [ __ ]
8:33:58watch the video?" because I think the
8:33:59exact same thing. But they want to know
8:34:00like, hey, you might have recorded this
8:34:02like months ago. Do you feel still still
8:34:04feel like this? And so that's the long
8:34:06answer as to why I don't exclude
8:34:07customers from seeing my ads cuz I want
8:34:10them to comment nice [ __ ] cuz I do. We
8:34:12can also target Instagram profiles. So
8:34:15basically, you just select your profile,
8:34:17anyone who engages with the account.
8:34:19There's all this different stuff you can
8:34:20do. I pretty much just use that one
8:34:22every time. You can go up to 365 days
8:34:24with this one. That's generally what I
8:34:26do as well. Sometimes I might play
8:34:28around like the last 90 days. What you
8:34:30might want to consider when it comes to
8:34:32selecting like this uh audience
8:34:35retention is what's the average like
8:34:38lead to sale time. So if it takes
8:34:40someone like I don't know 30 days on
8:34:43average to become a customer, I might
8:34:46just target for like the last 90 days or
8:34:47something like that. And then we can
8:34:49also do Facebook page. This is very
8:34:50similar to um Instagram but obviously
8:34:54just like the Facebook profile. And you
8:34:55can go again up to 365 days. If you're
8:34:58running lead forms, which I generally
8:35:00don't suggest, you can do it. And again,
8:35:03everything will work to a degree.
8:35:04Generally, in my experience, lead forms
8:35:06will get you decent quantity leads, but
8:35:08very poor quality leads. And then it
8:35:10becomes a numbers game. So, the reason
8:35:12for that is it's very low physical and
8:35:14psychological resistance. And then also,
8:35:16you don't on the lead form get a chance
8:35:18to communicate testimonials, FAQs, all
8:35:21this stuff. So you'll get people like
8:35:22opting in not knowing what they opted in
8:35:24for because it wasn't as clearly
8:35:26communicated as it could have been if
8:35:29you had built a dedicated landing page
8:35:30that they could scroll through. So lead
8:35:32forms are just a onplatform feature that
8:35:35Facebook provides. So if you don't have
8:35:36a landing page, basically it will build
8:35:39a lead form that like if you see an ad,
8:35:41you click it, a lead form will just pop
8:35:42up on Facebook without having to go to
8:35:44like an external URL. It loads really
8:35:46really quickly. Um, and then the leads
8:35:48get uploaded to like a CSV file in
8:35:50Facebook. If you um can manually
8:35:53download the CSV, but using tools like
8:35:55Zapia, you can like sync them to your
8:35:57CRM system and stuff like that. It's all
8:35:59it also [ __ ] really pushes this
8:36:01thing. And so what you'll notice is like
8:36:03when you build the campaign, you'll go,
8:36:06"All right, I want to like lead
8:36:07generation campaign." And then when you
8:36:09make the ad, it will be like, "Hey, do
8:36:11you want any add-on?" I think it calls
8:36:12them add-ons. So like, yeah, I want to
8:36:14send them to the URL, but every now and
8:36:16then it will try and just like, hey, you
8:36:17just want to like send them to this
8:36:19[ __ ] lead form. And then the I think
8:36:22the reason it does that is because it
8:36:23looks like your account is doing better
8:36:25because like it is technically getting
8:36:27leads, but the lead quality is really
8:36:29really poor. And so if think someone's
8:36:31going to respond to a lead form more
8:36:32easily, it's just going to send them
8:36:33that one, but the lead quality is going
8:36:35to be [ __ ] And you got to go, "No, I
8:36:36don't want any add-ons. I don't want to
8:36:38[ __ ] call this WhatsApp number or
8:36:39like generate a lead form. I just want
8:36:40them to go this [ __ ] URL." The lead
8:36:43quality is always really really poor on
8:36:45um lead forms because of this. There's
8:36:47such little physical and psychological
8:36:49resistance. Like all it is is you click
8:36:50it. You can't add like testimonials. You
8:36:53can't add FAQs. Pretty limited in the
8:36:56questions that you can put in. And so
8:36:59there's very low physical and
8:37:00psychological resistance. They aren't
8:37:02educated through the landing page and
8:37:03what you do. You can't put a VSSL there.
8:37:05You can't like add different sections.
8:37:07You're fairly limited. But it's very
8:37:09easy for people to fill out. But we
8:37:10actually had this incredibly unique
8:37:12problem back in 2020 2021. We had this
8:37:15forklift hire company as a client. They
8:37:17had this really [ __ ] weird problem
8:37:19where they were getting all these dud
8:37:22leads through, but it was actually just
8:37:24kids playing on their parents' iPads and
8:37:27then like just like clicking stuff
8:37:29because it would autofill their contact
8:37:31details just based off their Facebook
8:37:32profile. And so you just like hit two or
8:37:35three buttons and it would submit this
8:37:37lead form. They'd call the leads. I
8:37:39don't remember [ __ ] doing that. We
8:37:40worked out it was like kids playing on
8:37:41iPads. So I think we added like a like
8:37:44what's 2 + 7 question the [ __ ] lead
8:37:48form and if they didn't say nine that is
8:37:50like didn't get through but then they
8:37:52probably also disqualified some lower
8:37:55IQ. I mean do you really want the lower
8:37:57IQ leads if they can't 2 plus 7? Most
8:37:59people know what 2 plus 7 is anyway. And
8:38:02as a service-based business those are
8:38:03pretty much all of the custom audiences
8:38:06that you're going to do. Now, there's
8:38:07one more thing, which is lookalike
8:38:10audiences. Now, this is where the art
8:38:12versus science comes in again when it
8:38:14comes to advertising. I don't [ __ ]
8:38:15use lookalike audiences. A lot of our
8:38:17team will use lookalike audiences quite
8:38:19a lot. I'm more of a advertiser and it's
8:38:21like, "Yeah, [ __ ] it. Close enough's
8:38:22good enough. I'll just let the ad
8:38:24content do the targeting." But what you
8:38:26can do with a lookalike audience is you
8:38:27select a source. Now, the source has to
8:38:29be a custom audience. So, you just
8:38:32select whatever custom audience you
8:38:34want. What it's going to do is you're
8:38:36going to select the [ __ ] did they just
8:38:38change this? You no longer select
8:38:39audience location while creating a look
8:38:41like. This means that new look likes
8:38:43won't show an estimated audience size in
8:38:44ads manager. What the [ __ ] All right.
8:38:46Just goes to show how [ __ ] long it's
8:38:48been since I've used lookike audiences.
8:38:50Now, the way lookike audiences used to
8:38:51work was you selected your custom
8:38:53audience and then you selected your
8:38:56country. And what it would do is you'd
8:38:58load this percentage here. So a 1%
8:39:01lookalike would find the 1% of
8:39:04Australian
8:39:05users for Facebook that look the most
8:39:08like your source audience. So what it's
8:39:10going to do is let's say you have 30,000
8:39:13people in that have hit your pixel and
8:39:16then you upload that as a lookike
8:39:18audience. It's going to look at the
8:39:1930,000 people, see what they have in
8:39:20common, see the commonalities between
8:39:22age, gender, location, interest,
8:39:25browsing activity, like all the creepy
8:39:27information that Facebook has about you
8:39:28that you don't really [ __ ] truly know
8:39:30about, and go, "All right, what do they
8:39:31all have in common?" And then it will go
8:39:33find the 1% of Australian users that go
8:39:37and um that look the most like those
8:39:39people. But it seems like they've
8:39:41updated that since I [ __ ] last used
8:39:43this in like the last year. Uh now it's
8:39:45just not based off location. and you
8:39:47find out once you make your ad account.
8:39:49But that's lookike audiences. Lookike
8:39:50audiences can be good when you have a
8:39:53really really good source audience. But
8:39:55again, I'm [ __ ] lazy and frankly I
8:39:58think it's pretty bold to assume that
8:40:02you know more about who to show your ad
8:40:04to than Facebook when Facebook has so
8:40:07many [ __ ] trillions of data points on
8:40:09like every [ __ ] human on Earth. Just
8:40:11like let it do its job. It's pretty
8:40:14[ __ ] good at it. It's not just enough
8:40:16to get leads. You also need to be able
8:40:17to close those conversions into dollars
8:40:20in the bank. So, I'm going to teach Sev
8:40:21sales. Now, this is something that Sev
8:40:23has always struggled with in the past
8:40:24because he doesn't like sales. So, we're
8:40:26going to teach him a non-salesy sales
8:40:28process so that he can be more
8:40:29comfortable with it and actually
8:40:30converting people into customers. So,
8:40:32now that you're getting bookings in the
8:40:34calendar, we need to actually have
8:40:35conversations with these people to
8:40:36convince them to enroll. Now, a couple
8:40:39things we'll cover. Firstly, I want to
8:40:40cover mindset. I [ __ ] hate the fact
8:40:42that I have to say I had to do a mindset
8:40:44module for sales, but it's actually
8:40:46really really important and it's been a
8:40:47problem for you in the past. Then we
8:40:50will go through like the rough structure
8:40:53for a sales call. I don't like scripts.
8:40:56Some people do. Like I think Cedric,
8:40:58who's our top sales rep at the moment,
8:41:00literally just reads a script word for
8:41:02word and just works for him. Um if you
8:41:04ask Tim who um was head of sales now as
8:41:08GM/COO
8:41:10like if you ask him what's the sales
8:41:11process he'd be like yeah just ask them
8:41:13how the day has been have a conversation
8:41:15with them do the feedback story ask if
8:41:17they wanted to do this or that and then
8:41:18on board them. So I'm very much more in
8:41:21Tim's camp where we focus on the process
8:41:24rather than what exact words do I say.
8:41:27But you've kind of got to figure out
8:41:28where you are on this spectrum
8:41:32of
8:41:33>> sales spectrum
8:41:34>> like of like process orientation. Yeah,
8:41:37there's a couple
8:41:37>> I've gone extreme on both ends and I'm
8:41:40still trying to narrow down um which
8:41:43works best for me, but at the moment it
8:41:45is more the
8:41:47>> uh the Tim method. It's it's more
8:41:49natural for me. Word for word has worked
8:41:52for me in the past, but just doesn't
8:41:54feel natural. Yeah. Um, but you need to
8:41:58avoid something Tim and I refer to as
8:42:00the mad [ __ ] curve, but we'll get to
8:42:02that in a second. So, we'll go through
8:42:03the structure of the sales call.
8:42:06>> Uh, then we'll go through like objection
8:42:07handling. There's you'll get a seemingly
8:42:10infinite amount of objections. They all
8:42:13fall into like three or four different
8:42:14buckets. Um, then we'll go into like
8:42:18tracking and CRM hygiene, which is like
8:42:21super important and sales reps are
8:42:24notoriously bad at it. Um, like really
8:42:27good at collecting money, really bad at
8:42:30admin, but it's so important. And then
8:42:33we'll go through like troubleshooting.
8:42:34So like when should you start making
8:42:37changes, when should you freak out? But
8:42:39you can only do this if you do this
8:42:41correctly. Um, so firstly, like on the
8:42:44mindset front, like you've said in the
8:42:47past, you don't like [ __ ] sales, do
8:42:48you?
8:42:49>> Uh, yes. But I've started to like them
8:42:52now.
8:42:53>> Yeah. Because like most people like when
8:42:56they hear saleserson language is
8:42:59interesting for humans because you can
8:43:01say any word and it will either bring up
8:43:04positive or negative feelings or a mix
8:43:05of both. Most people have negative
8:43:07associations towards the term
8:43:09salesperson because they associate it
8:43:11with like just sleazy car sales people,
8:43:13which is funny because Tim used to work
8:43:14in car sales, right?
8:43:16>> But if your opinion of sales is that
8:43:19it's sleazy and it's slimy, then your
8:43:23behaviors will reflect that and you'll
8:43:25have this natural resistance. It's kind
8:43:27of like how people that think every
8:43:30single billionaire or millionaire on
8:43:32earth is evil is always going to stay
8:43:34poor because they have to again we've
8:43:38talked about this in like the philosophy
8:43:39section like they have to go through
8:43:41life assuming their view of the world is
8:43:42correct and so they'll just behave in a
8:43:44way that reflects that. So, if your view
8:43:46of sales is like, I hate salespeople,
8:43:49then you're going to your brain even
8:43:50subconsciously is going to act as much
8:43:53as it possibly can in a way to prove
8:43:55yourself right and that it doesn't
8:43:57[ __ ] work.
8:43:59um when you can reframe it and the
8:44:01easiest way to do it that I've done with
8:44:03most people is to think of and I get
8:44:05them to do this morning day one is to
8:44:08think of like your top customers like
8:44:12like the ones that would like sing your
8:44:14praises from the rooftop. Just think of
8:44:16like where they'd be if you didn't
8:44:18convince them to enroll. It's usually
8:44:20pretty [ __ ] Um so that's the main
8:44:24thing. It has to come from an unselfish
8:44:25place that you're genuinely trying to
8:44:28help them rather than just trying to
8:44:30solicit a transaction. And when you can
8:44:32do that, it's much more helpful. Like I
8:44:34use back when we used to teach sales in
8:44:36the workshops, we changed it out for
8:44:38something else cuz it was more
8:44:39important. But I would talk about how um
8:44:43like when I had the DJ school, like I
8:44:45had like a [ __ ] 80% close rate. If I
8:44:47didn't close someone, I wasn't mad that
8:44:48I didn't get the transaction. I was mad
8:44:50at myself because they'd spent like 30
8:44:52minutes talking about how they wanted to
8:44:53be a DJ. [ __ ] parents said they
8:44:55couldn't do it. Friends didn't believe
8:44:56them and then I just couldn't get them
8:44:58over the line. They'd probably get to
8:44:59like their mid-30s or 40s like [ __ ] I
8:45:01could have tried that thing. So, that's
8:45:03the first thing. I'm not going to be
8:45:05able to erase that from you right now,
8:45:07but that's something you're just always
8:45:08going to be working on. The second
8:45:10thing, which I've told you before, is
8:45:12you want to lean more on being a
8:45:14therapist than a consultant. So, um,
8:45:18pretty much every nearly every single
8:45:22business owner I've worked with, um, has
8:45:26always lent on being a consultant
8:45:30because you've been doing this for like
8:45:32[ __ ] over a decade. And so all the
8:45:35stuff that's really, really, really,
8:45:36really, really basic to you, it's like
8:45:39[ __ ] PhD level to everyone else. And
8:45:42so what happens is your information dump
8:45:45on them because and sometimes it often
8:45:48it comes from a good place like you're
8:45:50trying to show your expertise like look
8:45:52how much I know because you think that
8:45:55will make them go oh this person clearly
8:45:57knows what they're talking about I
8:45:59should hire this person but what happens
8:46:02is they just get confused and you watch
8:46:05on the Zoom call they'll nod and like
8:46:07smile but their brain's thinking I don't
8:46:10get it. this isn't for me. I feel dumb.
8:46:12This is stupid. I don't get it. I'm
8:46:13confused. And a confused mind just
8:46:15doesn't buy. So remember, the brain has
8:46:18like system one, system two, thinking
8:46:19fast, thinking slow. If we're constantly
8:46:22talking about features and expertise, it
8:46:24the brain's just going to [ __ ] slow
8:46:26down and not make any goddamn decisions.
8:46:28So we need to find that balance. And
8:46:30again, key word there is balance with
8:46:32emotion. Another similar example is like
8:46:34Diana, who's my voice coach. So I watch
8:46:37some of her call recordings.
8:46:39She has such an [ __ ] deep
8:46:41understanding of the human voice. She
8:46:43could do a [ __ ] three and a half hour
8:46:45human lab podcast about why you said um
8:46:48in a meeting. And so I'd watch her call
8:46:52recordings. Someone would say, "Yeah, I
8:46:54like I'm in like a team meeting." And
8:46:56she would go on for like 8 and 1/2
8:46:58minutes about like the deep neuroscience
8:47:00of why they said um and then the
8:47:02person's like, "Oh man, yeah, that makes
8:47:04a lot of sense." And they smile, but
8:47:05like they never [ __ ] enrolled.
8:47:08And so she was also al also teach too.
8:47:10You're a teacher as well and so you want
8:47:12to teach. You kind of have to like
8:47:14suppress it. And it sounds a little bit
8:47:17evil, but you need them to just
8:47:20understand they have a problem. We don't
8:47:23worry about solutions yet. It's just
8:47:25agitating the problem. So what will
8:47:28happen is like let's say I say, "Yeah, I
8:47:31just don't really know what to post for
8:47:33content." your knee-jerk reaction is
8:47:35typically to just [ __ ] tell me what
8:47:37to post.
8:47:38>> But that closes the loop in my head. It
8:47:41makes me go, "Oh yeah, that like I feel
8:47:43better now." But if you just go, "Oh,
8:47:45yeah, cool." And then you like poke at
8:47:46it a little bit more. So like for
8:47:48example, you could say therapist, you
8:47:51could say like doctor, but what we're
8:47:53not is like the [ __ ] pharmacist
8:47:56giving them the solution, right? So when
8:47:59you um like you're doing it well now. So
8:48:01like when I sit down in front of a do
8:48:03well I haven't [ __ ] been to a doctor
8:48:04in a while. I should probably go. But
8:48:06like if you sit down in front of a
8:48:07doctor and go, "Yeah, like my stomach
8:48:10sore." They don't go, "Oh yeah, that's
8:48:11been going around heaps. Take three of
8:48:13these. Come back next week." Like how
8:48:15much would one you wouldn't really
8:48:16[ __ ] trust their their diagnosis
8:48:19because they did [ __ ] all. But what a
8:48:21good doctor does is is ask probing
8:48:24questions, which we'll get to. So you
8:48:26want to lean more on therapist, not
8:48:29consultant. If you ever watch your call
8:48:31recordings and find yourself talking
8:48:33about your expertise rather than just
8:48:35asking questions, dial it back. Right.
8:48:39So therapist is just asking questions
8:48:41>> and then sort of like reiterate what
8:48:43they said in different ways for them to
8:48:47go, yeah, that is that is it. Yeah.
8:48:50>> Which is what we're going to do there.
8:48:51Any questions about any of this first
8:48:53stuff?
8:48:54Um, just kind of reiterating what you
8:48:56said in terms of being unselfish.
8:49:01If you're unselfish in a way that you're
8:49:05wanting them to succeed, the sales call
8:49:07is feels more natural, right?
8:49:09>> Yeah. Yeah, definitely. And then like
8:49:12another thing is not caring about the
8:49:15outcome too much. Um, this is getting
8:49:18into like sports psychology a little
8:49:21bit, but you have, and Cameron Norworthy
8:49:25taught me this, you have process goals,
8:49:27you have performance goals, and you have
8:49:30outcome goals. And when you try and
8:49:33approach performance from an outcome
8:49:35perspective, like sale or no sale,
8:49:38that's it's [ __ ] nearly impossible to
8:49:40find a flow state. But when you approach
8:49:42it from a process perspective, it's
8:49:45significantly easier to find a flow
8:49:47state. Let's say for example, you're
8:49:49playing chess. When you're focusing on
8:49:51like the endgame or like the win lose,
8:49:54that's when you [ __ ] up. But when you're
8:49:56just focus on given the move that they
8:49:58just made, what is the best next move on
8:50:01the board and you just calculate that,
8:50:03that's when you that's when you do well
8:50:04in sales. And so sales is very much the
8:50:07same. It's given what that person just
8:50:10said to me, what's the next lo next next
8:50:13best logical question to ask them. What
8:50:16will sometimes will happen with sales
8:50:17reps is they'll do um when they're doing
8:50:21outcome focusing, what you'll notice is
8:50:23in their call recordings, someone will
8:50:25say something and the sales rep will
8:50:27just read the next question on their
8:50:29script and had [ __ ] nothing to do
8:50:31with it. So like if this is like your ch
8:50:33your sales chessboard, right? They moved
8:50:36here. the next logical move is probably
8:50:39like, "Yeah, move there." But they're
8:50:41like, "I don't know what to post on
8:50:43organic content." And they'll be like,
8:50:46"How long have you had your business?"
8:50:48It's like it's like the next thing on
8:50:50the board. And you get really shallow
8:50:52answers, right?
8:50:53>> How many uh would you say
8:50:56typically follow-up questions is
8:50:58acceptable? Three, five,
8:51:00>> three. Three is it depends obviously,
8:51:02but like two to three. Yeah.
8:51:05>> Yeah. But we'll get there.
8:51:07>> So, it's kind of like uh those podcast
8:51:09guests when they just go question,
8:51:11answer, question, answer. You want to
8:51:13kind of
8:51:13>> Yeah. Yeah. Yeah.
8:51:14>> Go through a little bit.
8:51:15>> Just the process, right? It's like It's
8:51:17silly. It's kind of like when
8:51:20>> It reminds me of how people can't be on
8:51:22camera. Like, they've been speaking
8:51:24English their entire [ __ ] life, but
8:51:25just because something's recording, they
8:51:27they jumped to this. Actually, it's
8:51:30funny. I was because the UFC, it was
8:51:32Saturday. I was watching UFC posted this
8:51:34video with Quillin and he said that he
8:51:38lost a couple of fights and then he
8:51:41started winning when he was like just
8:51:42going in there not caring about the
8:51:43outcome. It's like whatever happens
8:51:45happens. That's kind of what you want to
8:51:46do. I heard that I was like, "Oh, he's
8:51:48just doing that."
8:51:50Like I'm going to get hit. I'm going to
8:51:52hit them. He [ __ ] bash some dude in
8:51:54the weekend. It's working out for
8:51:55>> Yeah.
8:51:57>> Cool. So therapist, not consultant.
8:52:00>> Yeah. And there the therapist, not
8:52:02consultant part. Um, definitely
8:52:04something that I've learned from you in
8:52:06the past is
8:52:07>> don't answer the questions. Uh, give
8:52:10them more questions.
8:52:11>> Yep.
8:52:12>> Yep.
8:52:12>> Cool. So, let's get into the structure
8:52:14of a sales call. So, um, typically
8:52:17speaking, you'd be doing your sales call
8:52:18on Zoom. I always like doing it on Zoom
8:52:20because you can like see them. They're
8:52:22assuming their webcam [ __ ] works and
8:52:23[ __ ] like that.
8:52:24>> And make sure they're not driving.
8:52:25>> Yeah. You can like you can share their
8:52:27screen. You share your screen, stuff
8:52:29like that. So the first thing we want to
8:52:32do is again like one of our top 10
8:52:34principles is meet them where they're
8:52:36at. So every buyer is going to come in
8:52:39like we talked about curious versus
8:52:41committed. Every buyer is going to come
8:52:43in at different levels. Like some people
8:52:45are going to be referrals and they're
8:52:46like a [ __ ] nine. Other people are
8:52:49just like they saw you on Instagram
8:52:51[ __ ] this morning and now they're
8:52:52speaking to you. Like we've got to
8:52:54figure out where they're at so we can
8:52:56tailor the sales conversation specific
8:52:58to them. So, if you hopped on a sales
8:53:00call with one of our sales reps, it
8:53:01would simply just be, "Cool. Just give
8:53:03us a little bit of a story, your
8:53:04situation, why you reached out."
8:53:06>> They're naturally going to give you a
8:53:08pretty surface level answer cuz it's
8:53:11pretty early on in the call. Some people
8:53:13are just going to be like a [ __ ] what
8:53:15does Jeremy call them? Like a D1 yapper.
8:53:17They're just going to give you their
8:53:18[ __ ] life story and like all their
8:53:20childhood trauma.
8:53:22>> Do you let them?
8:53:23>> No. You got to keep them on rails,
8:53:24right? You can reduce that by setting
8:53:28the agenda. So when you say this, that's
8:53:32basically just figuring out like, yeah,
8:53:33they're in the right place. They've got
8:53:34the right problems and stuff like that.
8:53:36>> We can speak to them for another 30
8:53:38minutes.
8:53:39>> If they come in and they're just like
8:53:42super dead [ __ ] cold. Like what I
8:53:45mean by that is I don't know, they
8:53:47literally don't remember what the
8:53:48[ __ ] call was about. Like they had
8:53:50the wrong problem. So like wrong
8:53:51industry for example. like they lied
8:53:53about their industry and their
8:53:54application form or something like that
8:53:56which won't happen often but you can
8:53:58save a lot of time here for the like 1%
8:53:59of leads that come through with those
8:54:01super duds. So then what we want to do
8:54:03is set the agenda. Now what this
8:54:05prevents happening is what you were just
8:54:07talking about before which is I think
8:54:09like was this the [ __ ] wolf of Wall
8:54:11Street? He calls it like the straight
8:54:13line sales system or something like
8:54:15every [ __ ] sales trainer has like
8:54:16their own systems and names for things.
8:54:18They're all just iterations of each
8:54:19other. But basically like if this and
8:54:22this is his analogy like if this is like
8:54:26your line for like where they start
8:54:29you're just trying to push them along
8:54:31like this and then sometimes it'll just
8:54:33go up and you go no no no no back down
8:54:36here like that. What setting the agenda
8:54:39does is says, "We're going to do this,
8:54:41then we're going to do this, then we're
8:54:43going to do this, then we're going to do
8:54:45this, and then we'll talk about the pro
8:54:46offer and the price." And so they can
8:54:48see like what's going to happen that
8:54:51stops them like wandering off in like
8:54:53different directions going over time
8:54:55because what we want to do is I always
8:54:58like saying like you want a lean sales
8:54:59process, right? Which is there's certain
8:55:02things we want to get them to say.
8:55:04Ideally, we want to get them to say it
8:55:06in as few conversations as possible. So,
8:55:08like if you really wanted to, if you got
8:55:09someone to say like if we got someone to
8:55:11say they had they've been with their
8:55:13fourth agency, it hasn't [ __ ] worked
8:55:15out for them. They're convinced they can
8:55:17do this themselves and they're available
8:55:18on those dates, we can close someone
8:55:20like 12 minutes, but we have to like
8:55:22keep them on this track. So, it's kind
8:55:24of like I think someone used an analogy
8:55:26with me once where it's like, you know,
8:55:29if you go to like university and you do
8:55:30like a tour day or the open day and you
8:55:33got like a 4hour tour, you want to know
8:55:35like when do I when do we have lunch?
8:55:37Like when am I going to the toilet and
8:55:39otherwise you're just like, I'm just
8:55:40going to [ __ ] wander off, right? What
8:55:43this happens is like first I'm going to
8:55:45talk about this, then we're going to
8:55:47talk about this and you're basically
8:55:48just going through this which is like
8:55:50I'm going to ask you some questions. ask
8:55:52me any questions along the way. Then
8:55:55like I'll explain like if it makes
8:55:56sense, we'll go through like the offer,
8:55:57make sure that makes sense. We can go
8:55:59through the dollars and cents. Then I
8:56:00can answer any any other questions that
8:56:02come up. If everything makes sense, we
8:56:04can get started at the end of this call,
8:56:06etc., etc., etc. So, this just stops
8:56:09them going like in the back of their
8:56:11mind going, "So, when are we going to
8:56:12[ __ ] like talk about the offer?" Cuz
8:56:14otherwise, what might happen is you
8:56:16start asking questions and they're like,
8:56:18"Man, just just tell me how much it's
8:56:20going to cost." and they try and jump
8:56:21there because they don't know if they're
8:56:22ever going to talk about it, right?
8:56:23>> Yeah. So, preempt that and know, let
8:56:27them know that it will get there.
8:56:28>> Yep. Yeah. So, it could be as simple as
8:56:31cool. Um, yeah, it sounds like you're
8:56:32you're in the right place just after
8:56:34this one. Here's what we're going to do.
8:56:35I just got to ask you some deeper
8:56:36questions just to make sure this is a
8:56:38really good fit and I can actually
8:56:39tailor this for you. If I feel like it
8:56:41makes sense, I'll go through explain how
8:56:42what working together looks like. Go
8:56:44through the dollars and cents.
8:56:46>> Feel free to ask any follow-up questions
8:56:48after that just to make sure it's a good
8:56:49fit. If it is a good fit, we can get
8:56:51started at the end of this call and we
8:56:52can talk about what that looks like.
8:56:53Make sense? You get their agreement.
8:56:55Now,
8:56:55>> simple as that.
8:56:56>> This is a quick jump to objection
8:56:58handling for a brief moment.
8:57:00>> Uh, do you ask them early on if there's
8:57:02anyone else that should be on the call
8:57:04with them?
8:57:05>> I usually don't. Uh,
8:57:07>> because because if they have a business
8:57:09partner that they need to ask after,
8:57:11>> Yeah.
8:57:11>> wouldn't it be more valuable for them
8:57:13both to be on the call?
8:57:14>> Yeah. This is kind of like a do as I
8:57:15say, not as I do thing. Um, it would be
8:57:19best to like in the ner sequences, you
8:57:21try and get someone else to rock up to
8:57:23the call. If they mentioned or like
8:57:26there's someone else in the calendar
8:57:27invite, I'll say, "Hey, like should we
8:57:28just reschedules like for when Todd's
8:57:30here?" That would be best. If they
8:57:32insist like, "No, I'll just talk to Todd
8:57:35later." You just like, "Fuck it,
8:57:36whatever." It's really up to you. You
8:57:38got to read a room because sometimes
8:57:39people are like, especially like B2B
8:57:42space, they're experienced buyers.
8:57:43They're like, "Dude, I don't want to
8:57:44[ __ ] do this runaround thing." M
8:57:46>> behind a read a room. Some sales
8:57:48trainers are going to get mad at me
8:57:49about that one. But then what we do is
8:57:52remember that the very first exercise we
8:57:54did was the customer avatar. Literally
8:57:57all you do is that exercise with them.
8:58:01Like it's the easiest what the easiest
8:58:03way to think about sales is it's called
8:58:05a customer avatar, not a [ __ ]
8:58:06prospect avatar. And so like if they say
8:58:09a bunch of these things, like all you're
8:58:11doing is you can like literally like
8:58:14print out your custom avatar and then
8:58:16the game just becomes like what question
8:58:19do I need to ask to get them to say
8:58:22this? Ah, sweet. Like I got one. And
8:58:26then do you remember the two, you might
8:58:27not remember this was weeks ago. Do you
8:58:28remember the two questions that we ask
8:58:30when we do the customer avatar to like
8:58:32expand on it more?
8:58:34>> It's why or then what?
8:58:36>> Oh yeah.
8:58:36>> Right. So if it's like cool so like tell
8:58:38me about like what are your goals when
8:58:40it comes to and you do the same order
8:58:41you do this this this in that order
8:58:45right so we end on uncomfortable [ __ ] so
8:58:48it'll be like cool like tell me a little
8:58:50bit about like what your goals are with
8:58:52content oh so I want to get more leads
8:58:57right and then we ask why or we ask then
8:59:00what so what that might sound like is
8:59:03like cool so like why do you have enough
8:59:05leads at the moment And now it might not
8:59:07necessarily sound like why but we want
8:59:09to think outcome based thinking right so
8:59:11it would be like okay cool like how many
8:59:13leads you getting at the moment it's
8:59:14like I'm getting let's say 10 a week
8:59:16it's like cool that sounds pretty good
8:59:19um do you is 10 enough no actually I
8:59:22need to be getting 20 oh okay so then we
8:59:25establish this gap right which is I need
8:59:28to double my leads right then we can
8:59:32lean on this question which is all right
8:59:34so if we double our leads is what does
8:59:37that unlock for the business? And they
8:59:40go, "Oh, well, actually, yeah, that lets
8:59:41me hire my first staff member."
8:59:44>> Okay, cool. Um, what? And then we can do
8:59:47the then what in the other direction,
8:59:49which is okay. So, if if we don't hire a
8:59:54next person that like what does that
8:59:56mean like 6 months from now? They go,
8:59:58"Oh, I'm still going to be doing all the
8:59:59work." Right? Now, what you had to
9:00:03remember is, and I think I've drawn this
9:00:05for you before,
9:00:07like when I was texting you, is like if
9:00:10you have an iceberg,
9:00:12that's like the first thing that they
9:00:14say when you answer a thing, but there's
9:00:16all this [ __ ] down here. And so they're
9:00:19like, what what they said was, "I want
9:00:22more leads." It's like, no [ __ ]
9:00:27But what it might actually turn down to
9:00:30is I have a kid coming in eight months.
9:00:32I need to be able to hire someone so I
9:00:34can spend time with them.
9:00:36>> Right.
9:00:36>> So the sense of urgency is a lot greater
9:00:38when you amplify this bit.
9:00:40>> Yeah. Yeah. Yeah. And then it's similar
9:00:42to what I was talking about before with
9:00:44like the chess analogy, right? So
9:00:46responding to their move. So we don't
9:00:49go, "Okay, cool. So we want more leads.
9:00:52How long have you been in business for?"
9:00:53Like you just completely [ __ ] jumped
9:00:55like no like go there. They said that
9:00:57for a reason, right? So you just ask why
9:01:00or then what.
9:01:01>> Yeah.
9:01:02>> And then the same thing in the other
9:01:05direction, right? So we do like we do a
9:01:08couple of these why and then whats and
9:01:10then we jump to the away from motivator.
9:01:14So what are they moving away from? Now
9:01:16they might actually kind of naturally do
9:01:19this themselves like they would want to
9:01:20get off the tools or something like
9:01:22that. But we go first we go where are
9:01:25you at? Where do you want to go? What
9:01:27are we avoiding? And what have you tried
9:01:29in the past? You can't skip this thing.
9:01:32Because what you want them to be able to
9:01:34say is, "I've tried everything except
9:01:37your thing or your way of doing this
9:01:40thing." That make sense?
9:01:42>> Yeah. With this here, how do you do this
9:01:45in a way that doesn't feel like I mean,
9:01:48the mindset at the moment is I've seen
9:01:50this structure before and I've had sales
9:01:52people do it to me before. feel that
9:01:56this has become a regular pattern that
9:01:58can become recognizable.
9:02:00>> How do I avoid thinking about it like
9:02:03that?
9:02:03>> Just making it more conversational. And
9:02:05then the other thing you had to think of
9:02:06as well is our sales reps notice this
9:02:09all the time is you've had this
9:02:12conversation with someone hundreds of
9:02:13times. For them, it's their first.
9:02:16>> Yeah.
9:02:16>> And so like they're saying, "I need to
9:02:19get more leads." And you had to be like,
9:02:21"Oh, I haven't [ __ ] HEARD THAT ONE
9:02:22BEFORE. YOU KNOW, WOW, REALLY? Someone
9:02:26else, it's their first time having this
9:02:28conversation.
9:02:29>> I guess it helps being a like a former
9:02:32wedding photographer, they've never
9:02:33[ __ ] been married before, so it's
9:02:35like first time having a conversation.
9:02:37Just got to translate that sort of
9:02:39mindset there.
9:02:40>> Yeah. Um the other thing is the other
9:02:42thing as well sorry remember your
9:02:43question is the other thing as well is
9:02:46>> if you if you say it they can question
9:02:50it
9:02:50>> but if they say it they have to behave
9:02:53in a way that aligns with that identity
9:02:54they've given themselves
9:02:56>> right that is also an extension of
9:02:58because you've heard this a 100 times
9:03:00you you assume all of their problems
9:03:02because they're all they're all kind of
9:03:04in the same sorts of buckets right but
9:03:06if I tell you it's sorry it's
9:03:10significantly more powerful if you say,
9:03:14"Yeah, I really need more leads cuz I
9:03:16got a kid coming in a couple of months
9:03:18and like I I won't have the time to
9:03:21spend time with them." Rather than if I
9:03:23told you,
9:03:24>> Sev, you have a kid coming in a couple
9:03:26of months, you're not going to have
9:03:27time, right? So, you've got to get them
9:03:29to say it out loud, which is why the
9:03:31game is what question do I need to ask
9:03:33them to get them to say as many of these
9:03:35out loud and then just like cool, got
9:03:37it. So, it's like got it. Got it. I
9:03:40never played Jeopardy.
9:03:41>> Nice.
9:03:42>> I didn't have a childhood, so
9:03:44>> clearly.
9:03:45>> Sorry. What was your question?
9:03:46>> Uh, how deep do you go before you It's
9:03:49enough.
9:03:50>> Usually like two or three.
9:03:51>> Two or three.
9:03:51>> Why then? Why?
9:03:52>> Yeah.
9:03:53>> Yeah. Caveat to that. If you feel like
9:03:57they're hiding something from you, it's
9:03:59difficult to explain what that is. What
9:04:02you can do is like go in the other
9:04:04direction and try and say everything is
9:04:06fine. So let's say for examp I've done
9:04:10this a few times. So let's say for
9:04:12example they get on the call with you
9:04:14and everything they're saying is like
9:04:16yeah I got enough leads just like just
9:04:18curious about what you guys do and you
9:04:20and you probe around and like you know
9:04:22you can kind of feel that they're hiding
9:04:24something. I honestly I just go man
9:04:27honestly it sounds like everything's all
9:04:28good. I don't think you actually need
9:04:30our help. And then they'll go, "Oh, no,
9:04:33actually this, this, and this." And then
9:04:35they go, "Ah, okay, cool. Got them." And
9:04:37then you talk about that, right? Or like
9:04:40it's basically best case scenario, both
9:04:42ones, because they either open up and
9:04:44tell you the truth or they say, "Yeah,
9:04:47actually things are great and you just
9:04:48save 20 minutes."
9:04:49>> Yeah. Yeah. To try to disqualify them.
9:04:51Having that kind of with or without you
9:04:53attitude in the mindset going into it is
9:04:56everything.
9:04:57>> It's just like, I don't really care
9:04:58about the outcome. I'm just here to
9:04:59help. If they don't need help, then just
9:05:00send them on their
9:05:01>> Well, without being a consultant.
9:05:03>> Yeah.
9:05:04>> Any other questions about the discovery
9:05:07process? And the main thing you got to
9:05:08remember is like as they're saying
9:05:10these, just don't say the solution.
9:05:12>> No.
9:05:13>> Yeah.
9:05:13>> No, you just ask another question.
9:05:15>> Um, and then yeah, just get to the the
9:05:18third one. Just just go over that one
9:05:21more time. And
9:05:21>> so it's basically like, cool. So we want
9:05:24this, this, and this so we can avoid
9:05:26this, this, and this. What have you
9:05:27tried in the past? I've tried um yeah
9:05:31running ads or I've tried an agency or
9:05:34whatever whatever and all I'm in is
9:05:38debt.
9:05:39>> Yep. And yeah, so you just go like cool
9:05:41like what do you like about working with
9:05:42them and they'll go oh I like this but
9:05:45and then the brain has like a negativity
9:05:47cognitive bias and so they're going to
9:05:49lean on the negative things as well.
9:05:50>> Yeah.
9:05:51>> And so cool like is there anything else
9:05:53that you've tried? Um, and then
9:05:55throughout this you're also trying to
9:05:57establish urgency. So like when do I
9:06:00need to do this by? Now urgency can be
9:06:02created in two different directions. It
9:06:04can be created like there's a deadline
9:06:05coming up like a significant live event
9:06:07or something like that. But it can also
9:06:09be created by oh [ __ ] I've been trying
9:06:12to do this for two [ __ ] years, right?
9:06:14And then that's avoiding spinning their
9:06:17wheels. And so as you're doing this why
9:06:20or then what this then what can also be
9:06:22an extension of like well if I don't do
9:06:26this now then what happens is I'm [ __ ]
9:06:28in like 6 months time right or it could
9:06:32be in the other direction which is like
9:06:33how long have you been experiencing this
9:06:35for?
9:06:36>> Yeah.
9:06:36>> Yeah.
9:06:37>> So that's basically just like a time
9:06:39question. Then what you do is the recap.
9:06:43This is super important because if you
9:06:46imagine like a beaker and then all your
9:06:49questions are like a Bunson burner.
9:06:51You're like slowly like raising the
9:06:53water to boil and then when you recap
9:06:56it, that's when it like boils over
9:06:59>> because they're like I'm just so [ __ ]
9:07:01uncomfortable in my situation. And the
9:07:04goal is they have to be uncomfortable
9:07:06enough in their current situation that
9:07:08it has the pain of staying where they
9:07:10are simply outweighs the pain of doing
9:07:12something different.
9:07:13>> Yeah.
9:07:14>> So we recap it. You want to keep this
9:07:16lean as well.
9:07:17>> So we don't want to go cool. So you want
9:07:19to get uh more leads because like this
9:07:22is really important, this is really
9:07:23important, this is really important. You
9:07:24started the business in 2012 and you
9:07:26started it with your business partner
9:07:28and your business partner was the like
9:07:29that's not relevant. you you just repeat
9:07:32the things back to them which were the
9:07:34most important. So it's like I need more
9:07:36leads for this really important reason.
9:07:38I need to avoid this because I got atto
9:07:40bills and you've tried seemingly
9:07:42everything in the past. Have I got that
9:07:44right? Have I missed anything? Like what
9:07:45else do I need to know?
9:07:46>> Yeah.
9:07:47>> Right. Just so like it's like a 30-cond
9:07:49statement of like Jesus Christ, I'm
9:07:51[ __ ] And then that's when it boils
9:07:53over. So we need to recap that. That's
9:07:56going to be like 30 seconds. And you ask
9:07:59like, "Hey, is there anything else?"
9:08:00Because they might add, "Yeah, actually
9:08:02this, this, and this." No, cool. Like,
9:08:03you got a little bit more juice there.
9:08:05Then simply all we do is the feedback
9:08:08story arc. You basically just repeat
9:08:10back to them the VSSL like the same
9:08:13thing. But as you're doing it, what you
9:08:16want to avoid is the feedback story art
9:08:19could be 5 to 7 minutes. You need to do
9:08:22it in a way so that it's a conversation.
9:08:25So you basically you take out things
9:08:28that they said and then talk about them
9:08:31through the feedback story arc. So what
9:08:33that might sound like is so you said
9:08:36your number one concern was um actually
9:08:39like generating more leads. Like that's
9:08:40really where the workshop comes in. So
9:08:42we sit down with each other for two
9:08:43days. We do X Y and Z because we
9:08:46actually post something in the morning
9:08:48or usually around lunchtime on day one.
9:08:50You might be getting leads that
9:08:51afternoon. You might be getting leads
9:08:52that second day. Like if you were
9:08:54getting leads on like the second day,
9:08:56like would that kind do you feel like
9:08:58that would move you in the direction
9:08:59towards you like getting more leads if
9:09:01you get them that quickly?
9:09:03>> Cool. And then that's a poor example,
9:09:06but you want to do the feedback story
9:09:08arc in a way that's like conversational.
9:09:10So asking questions like what you don't
9:09:12want to do is go cool, here's this,
9:09:15here's this, here's this. Here's this.
9:09:20Here's this. Here's this. Is this is
9:09:24this? Here's this. Do you have any
9:09:26questions about any of that? It's like,
9:09:29yeah, I have [ __ ] a few, right? But
9:09:31put them all back.
9:09:33But if we go Cool. So, there's this.
9:09:35Does that make sense?
9:09:37>> Yeah.
9:09:38>> Yeah. Sweet. There's also this. Does
9:09:40that make sense?
9:09:41>> I've got a few questions about this one.
9:09:43>> Okay, cool. What are the questions?
9:09:44>> Blah blah blah.
9:09:45>> Yeah. Sweet. Make sense now?
9:09:47>> Yeah.
9:09:47>> Cool. And then there's this one. Like,
9:09:49could you see yourself using that one?
9:09:51>> No. Okay, cool. We can take that one
9:09:53off. What about this one? Can you see
9:09:54yourself using that one?
9:09:55>> Oh, yeah. Yeah, absolutely.
9:09:56>> Yeah. Cool. Why could you see yourself
9:09:57using that one?
9:09:58>> It's green.
9:09:58>> Okay, sweet. And is green's important to
9:10:00you?
9:10:01>> Yeah, it's my favorite color.
9:10:01>> Oh, see green is your favorite color?
9:10:03Okay, sick. Like, see what I'm doing
9:10:05there? It's just like one by one rather
9:10:07than this massive stack of information
9:10:10that's like 7 minutes. Then it's like,
9:10:12[ __ ] I just missed all that. You do it
9:10:14bit by bit.
9:10:15>> So, break it up. I think that's one of
9:10:16my big big ones I'm currently doing
9:10:18wrong actually now that you mentioned it
9:10:20like that is
9:10:22>> I actually picked myself up going I've
9:10:24actually talked way too long right now
9:10:26and I can
9:10:27>> I I can feel the confusion.
9:10:29>> Yeah.
9:10:30>> So break it down get the feedback and
9:10:33then move on.
9:10:33>> Y
9:10:34>> okay
9:10:34>> and you only present the things that
9:10:36matter to them. So let's say for example
9:10:39>> based off that even if there's more
9:10:42stuff in the
9:10:42>> even if there's more
9:10:43>> just just mention the main stuff
9:10:45>> you only you only bring it up if they've
9:10:48already said it's important or they then
9:10:50ask for clarity.
9:10:51>> So if they struggle mainly with camera
9:10:53confidence and maybe they don't have a
9:10:55system
9:10:56>> spam on that stuff
9:10:58>> don't go over.
9:10:59>> Yeah. So okay let's talk about the
9:11:01camera confidence thing. So, let's say
9:11:04um you know, you say you you don't have
9:11:07um you don't have confidence on camera.
9:11:08Yeah.
9:11:09>> I'd say, "Yep, like if you're not
9:11:10confident on camera, we do X, Y, and Z."
9:11:12Oh, and also you're probably wondering
9:11:14like, "Do you need to buy camera
9:11:15equipment?" No. Like, you don't need to
9:11:17you didn't ask that. No.
9:11:18>> Right. Just talk about that one thing in
9:11:20isolation. I see it all the time.
9:11:22Someone will like because you got
9:11:24there's
9:11:25>> an infinite amount of [ __ ] things you
9:11:26can talk about. They'll ask, "How does
9:11:28this work?" Like, "How does a work?"
9:11:31Yeah.
9:11:32>> And then you go A works like this, B
9:11:34works like this, C works. It's like I I
9:11:36just asked you about A.
9:11:37>> So just just for that in terms of like
9:11:40the value of the workshop because that's
9:11:42kind of the mindset that I get stuck in.
9:11:44It's like all right if they're paying
9:11:46a,000 2,000 3,000 whatever $1,000 for
9:11:49the workshop.
9:11:49>> Yeah.
9:11:50>> If they just have that one problem.
9:11:52>> Yep.
9:11:53>> That's still as valuable as the entire
9:11:56thing put together.
9:11:57>> Yes. Like if we just fixed that one,
9:11:59would it be worth this? What else do you
9:12:01have? If they if they don't feel that
9:12:03that specific value
9:12:05>> of the entire workshop aligns with that
9:12:08one problem,
9:12:09>> is that when you can go into the the
9:12:11nuts and bolts or
9:12:13>> Yeah. That's where it gets a little bit
9:12:14tricky cuz like you'd be saying like
9:12:16look man like it's how much is it at the
9:12:18moment?
9:12:18>> Two and a half.
9:12:19>> Yeah. So it's like two and a half. It's
9:12:20like you you basically work out, hey, if
9:12:22you got like two stars, this thing pays
9:12:24for itself, right?
9:12:25>> Yeah.
9:12:25>> Yeah. That's the logical way to attack
9:12:27it.
9:12:28>> Um
9:12:28>> Yeah. You get through the camera
9:12:30confidence, you start building more
9:12:31content out, and then you get two leads
9:12:34that convert and pay for the workshop.
9:12:36>> Mhm.
9:12:37>> And then you go beyond that. Is that
9:12:39worth your time?
9:12:39>> Yeah,
9:12:40>> absolutely.
9:12:40>> Often what happens is if they don't see
9:12:42the value, you probably haven't done
9:12:44this well enough because the value is
9:12:47the gap between where they're at and
9:12:49where they want to be.
9:12:50>> Yeah.
9:12:50>> And a clear understanding of then what?
9:12:55>> Yeah.
9:12:55>> Yeah. Okay.
9:12:56>> Yeah. Exactly. Dude, if you think this
9:12:58[ __ ] video is good, imagine what it
9:13:00will be like to sit down with me and the
9:13:01team for [ __ ] 2 days. Not just like
9:13:03watching this. You're not even [ __ ]
9:13:05taking notes, are you're just watching
9:13:06this. You're just watching this and not
9:13:08[ __ ] doing anything, aren't you? Cuz
9:13:09like you're like 10, you're like what?
9:13:11[ __ ] eight or nine hours in at this
9:13:12point. Like I I wonder if Bren maybe the
9:13:15last 4 hours is [ __ ] No, I'm
9:13:17[ __ ] Dude, I got a [ __ ] book
9:13:19coming out and everything and you still
9:13:20think oh maybe this YouTube like don't
9:13:23get me wrong, this YouTube video is
9:13:24great. It took me [ __ ] 2 months to
9:13:25make. Imagine how well and how far
9:13:27you'll go as a business owner if you
9:13:28[ __ ] sat down with us for 2 days and
9:13:30then used any of the [ __ ] like 50
9:13:32calls a week we have to support you.
9:13:34Links in the description. But just just
9:13:36to tie back again cuz this is like the
9:13:38most common mistake people make is the
9:13:42process goal while you're doing that.
9:13:45The customer avatar is just like given
9:13:48what they just said, what question do I
9:13:50ask next to get them to elaborate on
9:13:51that a little bit more. That's it. So
9:13:54the feedback story arc. So, we're just
9:13:55presenting this in a way that's
9:13:57conversational and just talking about
9:13:59the different features and we're doing
9:14:00tie down questions. So, as you present
9:14:02them something, asking is this useful?
9:14:04Like, would you use this? Why do you say
9:14:06that? When do you think you would use
9:14:07that? And you're looking for patterns in
9:14:10their language
9:14:12that indicate like little green or
9:14:15potentially even red flags, right? So,
9:14:19let's talk about with you for example.
9:14:20So, we got like 50 [ __ ] calls a week.
9:14:22So, we'd like share our screen, show the
9:14:25calendar, and be like, "Cool." Like, um,
9:14:27we've got like 12 other calls going on
9:14:29today after this. Um, like when you and
9:14:31then you use assumptive language like
9:14:33cool like which call do you reckon you'd
9:14:35go to first this afternoon? Like, oh,
9:14:37I'd probably go to the meta call one.
9:14:38Oh, sweet. Why do you say that? Oh,
9:14:40because I'm running meta ads at the
9:14:42moment. Um, I know I'm going to rebuild
9:14:44them in your workshop, but I just want
9:14:45to see if I can improve anything now.
9:14:47It's like, yeah, sweet. I used to hop on
9:14:48like Kira's call this afternoon like 2
9:14:50p.m.
9:14:51>> Well, a red flag would be is like, "Oh,
9:14:53I don't know. I had to see if I have
9:14:54time." Then you know you got something
9:14:56to work on, right? So, you do all these
9:14:59little temperature checks as you're
9:15:01doing this. And so, let's say for
9:15:04example, you're you're doing a tie down
9:15:05question for the workshop. It might be
9:15:07something like, "Cool, like I usually do
9:15:09them like th like each week, Thursday
9:15:11and Friday. Like, would you be better
9:15:12like this week or next week?" they'll
9:15:14like, uh, yeah, like I'll have to check
9:15:17my calendar and see. Like, that's a
9:15:19little bit of a red flag. But if they're
9:15:22like, "Yeah, sweet. Like, Thursday,
9:15:23Friday, I'm usually free. Like, I could
9:15:24probably move something next week."
9:15:25Like, that's a green flag, right? And
9:15:27so, it's all you're getting all these
9:15:29little yeses as you do the feedback
9:15:31story arc, like, "Yes, I would use this.
9:15:33Yes, I would use this. Yes, I would use
9:15:35this. No, I probably wouldn't use that
9:15:37one. That's fine. Yes, I would use this
9:15:39one." Right? And so rather than asking
9:15:41for one big yes at the end, it's all
9:15:43these little micro commitments that
9:15:45they're doing.
9:15:46>> Yep.
9:15:47>> So that's the feedback story arc. And
9:15:49then the this or that. I had to credit
9:15:50Peter Lakovich to this one cuz when he
9:15:52[ __ ] taught me this, I was like, "Oh
9:15:54my god, I get it now." Um if anyone's
9:15:56got you probably do this with with your
9:15:59kid like you give them like do you want
9:16:00to brush your teeth now or later kind of
9:16:02thing, right? I think other people will
9:16:04call it um is it illusion of choice?
9:16:07It's basically Oh yeah. Chris Voss
9:16:09refers to it as well as like illusion of
9:16:11choice. Like you can do this one or this
9:16:13one, but they're both the good outcome.
9:16:15And so you always want to present two
9:16:18options that are both a yes. Now the way
9:16:22we do that is with price. So if you
9:16:26knock it out in one go, we give you a
9:16:2810% discount or we can split it up over
9:16:306 months. Alternatively, what you can do
9:16:33is like packages or dates. So basically
9:16:36your pitch would turn into like price is
9:16:39X and you can either knock it out in one
9:16:41go or you can split it into two or what
9:16:43you could do is price is X I got a
9:16:45workshop this week or next week and then
9:16:46of the two what are you leaning towards
9:16:48and then what we also want to do is just
9:16:50like we did tie down questions with the
9:16:52feedback story arc is we want to tie
9:16:55down and like confirm with them like
9:16:58okay cool so you want to do the upfront
9:16:59is it like yeah up front and get them to
9:17:01confirm that and then starting I don't
9:17:03know why this is such a [ __ ] problem
9:17:05with people, but like please, for the
9:17:07love of God, have a Stripe payment
9:17:10processor so you can actually collect
9:17:11someone's credit card details. Don't do
9:17:13any of these [ __ ] bank transfer [ __ ]
9:17:14>> No, no invoicing or anything like that.
9:17:16Just straight away be ready to pay.
9:17:19>> Yeah. Like there's so much physical.
9:17:22Imagine. All right. So, if you send
9:17:23someone an invoice, right? No [ __ ] It
9:17:25takes them [ __ ] ages to pay you
9:17:27because you've got to make the invoice,
9:17:29send them the invoice, land in their
9:17:30inbox, they've got to open it, they've
9:17:32got to download the PDF, they've got to
9:17:35[ __ ] read it for the like BSB, make
9:17:37sure that's all right, sign into their
9:17:38bank,
9:17:39>> log in [ __ ] com bank, like transfer
9:17:41it, do the net code. There's so much
9:17:43[ __ ]
9:17:44>> so much friction.
9:17:46>> If you just have like, yeah, we can take
9:17:47Visa, Mastercard, or if you want to rack
9:17:48up some points on an MX, we can accept
9:17:50that also. Do you have another one of
9:17:51those handy? Now, this here is so one,
9:17:54collect payment on the call. None of
9:17:56this [ __ ] sending invoices afterwards
9:17:57[ __ ] Two, this is the part where you
9:17:59have to be like the coolest because like
9:18:01especially like beginner sales people,
9:18:03they just like start freaking out
9:18:04because it's like the most important
9:18:06part. You just like I think watch any of
9:18:09our sales reps, their voice just goes up
9:18:10like an octave or two when they're
9:18:12talking. They do the customer service
9:18:13voice. And so what it'll sound like is
9:18:15like cool, we can take Visa, Mastercard,
9:18:17or if you want to rack up some points on
9:18:18an MX, we can accept that also. Do you
9:18:20happen to have one of those handy? Oh,
9:18:21like now, yeah, I've just got some stuff
9:18:23to set up on my end. So, if you just
9:18:24need to grab your wallet from the other
9:18:25room or something like that, you go do
9:18:26that. I'll just wait here and it'll be
9:18:28all good to go. Okay, sweet. Sweet. And
9:18:30so, just the card digits on the front
9:18:32four digits at a time, please. So, 4065,
9:18:34that's a master card. If it's like 1257
9:18:37or something like that, it's an MX. Is
9:18:38that cool? And the expiry date and the
9:18:42CVC on the back. Sweet. And is that all
9:18:44good to go through or do you just need
9:18:45to net back something across? All right.
9:18:47Sweet. I'll run that now. Cool. I'll
9:18:48just send you a tax invoice for our
9:18:50mates at the ATOS. So, you can claim
9:18:51that on tax as well.
9:18:53>> And then you just like you go back down
9:18:54rock tape or something.
9:18:56>> What about um what about like pre
9:18:59prepayment like you show them something
9:19:02uh like what they get or
9:19:03>> Oh yeah, I missed that part. So you want
9:19:05to go from like lowest to highest
9:19:08resistance. So what you would get the
9:19:11most resistance to is yeah, knock it out
9:19:13in one go. Sweet. Visa or Mastercard?
9:19:16like the the jump in commitment is
9:19:18really really high. So typically what
9:19:20you want to do is like work up to that.
9:19:22It's very adjacent and akin to
9:19:24advertising where like you're only ever
9:19:26selling the next step and you go from
9:19:28like just click the ad to like which
9:19:30best describes you and then it's like
9:19:32phone number and then the booking,
9:19:34right? It's the same thing.
9:19:35>> What's the process here?
9:19:36>> So it depends on the business, right? So
9:19:38for you specifically probably what I
9:19:40would do is number one add them on.
9:19:42Well, let's build this out for you. So
9:19:44like number one, I'd probably like send
9:19:47them a WhatsApp.
9:19:48>> So before they pay.
9:19:50>> Yeah. Yeah. So you do payment last.
9:19:52>> Yeah.
9:19:52>> So like send them a message on WhatsApp.
9:19:54And so it's like cool. You can reach me
9:19:56here whenever um you have like questions
9:19:58in the support, the workshops, the
9:19:59content. You can send me content for
9:20:01feedback.
9:20:01>> And the price has already been mentioned
9:20:03by this point, right?
9:20:04>> Yeah. Yeah. Yeah. Okay. Yeah. Yeah.
9:20:05We're just they've already agreed to a
9:20:07price I want to pay up front or do a
9:20:08payment plan. So I do WhatsApp first
9:20:10because that gives them the support
9:20:12first. That's how like we add people to
9:20:14school before we take payment, right?
9:20:16>> So that also just like strategically as
9:20:19well tactically. That means you got a
9:20:21line to follow them up on as well.
9:20:23>> So if they just for whatever reason just
9:20:25bail out.
9:20:25>> Yeah, I do the WhatsApp thing. It works
9:20:27pretty well. Um and yeah, and I send
9:20:30them the link on WhatsApp, too.
9:20:31>> Yep. So I' send them a WhatsApp. You do
9:20:34calendar invites for the workshops.
9:20:36>> Uh yeah.
9:20:38>> Well, might do that.
9:20:40>> Yeah. I just give them the date and they
9:20:41put it in themselves. Yeah, the reason
9:20:43we send calendar invites is uh one, we'd
9:20:47like have the list there. Uh we don't
9:20:49actually do this. I'm just thinking for
9:20:50you is you could send them the because
9:20:52what you can do is and we'll talk about
9:20:55this in objection handling is if they
9:20:58say if they RSVB to it or they don't
9:21:00RSVB to it, it's like a indicator,
9:21:03right? But we'll get to that. But for
9:21:05you, I probably just do the send the
9:21:06WhatsApp. I'd do the docky sign. Now, I
9:21:10am not a lawyer. Um, lawyers are not
9:21:13going to like this. Keep your docu sign
9:21:16real [ __ ] simple. Like not seven
9:21:18pages of like size 9 Times New Roman
9:21:22font. It's just like way too scary. It's
9:21:24too much physical and psychological
9:21:25resistance. Like they should be signing
9:21:28this on the call. So if you read ours,
9:21:30it's just a page. It's like [ __ ] I
9:21:33think we It used to be two pages. Then I
9:21:35got chat GBT. I was like, "Hey, can you
9:21:37make this less scary and fit on one page
9:21:39of like size 12 monster app [ __ ]
9:21:42font?" And it's just like dates, price,
9:21:45payment options, and then really the way
9:21:47that I treat my I mean, mind you, I was
9:21:50like seven grand. Like if you're doing
9:21:52like a $50,000 contract, it's going to
9:21:53be a bigger contract, but like seven
9:21:55grand. And then it's basically just
9:21:58expectation setting. So like you're not
9:21:59going to be a dick. You're not going to
9:22:01[ __ ] be rude to anyone and [ __ ] like
9:22:02that. So, like I think when you do send
9:22:05the WhatsApp and then you go cool. There
9:22:07should be a um docu sign in your email.
9:22:09That's just our member engagement
9:22:11agreement. Just says they're not going
9:22:12to steal anything, break anything, or be
9:22:14a dick to anyone. If that sounds fair
9:22:15enough to you, I'll give you a moment to
9:22:16read it now. Just let me know if you got
9:22:18any questions. And then when you're
9:22:19happy with everything, just scroll to
9:22:21the bottom, electronically sign it,
9:22:22click finish.
9:22:23>> So, docuign and then we'll do payment.
9:22:27>> What about um when they see the payment?
9:22:30cuz I' I've also been triing showing
9:22:33them the system itself.
9:22:35>> Is that too overwhelming to show them?
9:22:37>> I think that's too overwhelming.
9:22:38>> Okay.
9:22:38>> Yeah.
9:22:39>> Okay.
9:22:40>> It's like if
9:22:41>> it's back to what their biggest problem
9:22:42is.
9:22:42>> Yeah. It'd be like if I [ __ ] open
9:22:44Facebook Ads Manager, hey, so on day two
9:22:46I could work with this.
9:22:49>> [ __ ] no.
9:22:51>> Yeah. Yeah. Um, the other thing in terms
9:22:53of the mindset part of that is I I
9:22:57sometimes feel a bit ingenuine not
9:22:59warning them what they're going to get
9:23:01in terms of having to put up with that.
9:23:04>> Like, hey, you're not going to
9:23:06>> We're going to show you the cockpit.
9:23:07You're not going to like it, but you're
9:23:09going to have to learn it.
9:23:10>> Mhm.
9:23:11>> That's inevitable.
9:23:13Not showing them beforehand, is it is it
9:23:15okay?
9:23:16>> It's fine. Yeah.
9:23:17>> Cuz Yeah. They're going to have to learn
9:23:19it, right?
9:23:20>> Yeah.
9:23:20>> Yeah. And it's just like expectation
9:23:22setting as well, right? So you can do
9:23:24that in your nurture sequences. Like we
9:23:26do it on the call, too. But you you say
9:23:27like, "Hey man, I'm [ __ ] holding your
9:23:29hand." [ __ ] like that.
9:23:30>> Yeah. Yeah. Yeah. Yeah. For sure. For
9:23:31sure.
9:23:32>> It's not like, "Hey, like have fun." And
9:23:34then like you walk away.
9:23:35>> Yeah. Hard.
9:23:36>> Okay. Next.
9:23:37>> Um, another thing you can do as well is
9:23:39I mean like with clients permission um
9:23:42as you like show them like the support
9:23:44like maybe you could actually scroll
9:23:46through your WhatsApp and show like ah
9:23:47here's me talking to Mitch and he said
9:23:49this, this, and this.
9:23:50That's a good idea.
9:23:51>> Yeah, cuz we do that as we walk people
9:23:53through school. Like we'll show them all
9:23:55the win post how quickly people respond
9:23:57to people's questions and [ __ ]
9:23:59>> after the payment. Uh if they have time
9:24:01to on board um do the onboarding
9:24:03straight away.
9:24:04>> Yeah. You want to do as much as you can
9:24:06to like reduce buyers resistance.
9:24:08>> Buyers,
9:24:10sorry. Yeah. So like the onboarding
9:24:12>> and what does that generally um consist
9:24:16of? Like for me it would be giving them
9:24:18access to the system straight away.
9:24:20>> For me it would be giving them all the
9:24:22resources uh pre-ereading and any
9:24:24resources that I
9:24:26>> Yeah.
9:24:26>> Yeah. Um like a good onboarding process
9:24:29is absolutely part of like a good sales
9:24:31process. Um when you do get people
9:24:34asking for refunds or buyers remorse,
9:24:37it's cuz you didn't do this right. So
9:24:39like the onboardings are super [ __ ]
9:24:41important. Like you'll get people like
9:24:43we're [ __ ] still dealing with some
9:24:45people that weren't onboarded correctly
9:24:46like three months later. Like it's so
9:24:49important. I'll fire people so quickly
9:24:51if they don't do this correctly. We'll
9:24:52>> pan it
9:24:55and and people are still asking about
9:24:57like when is when is the thing and what
9:25:00do I get and I don't have access and
9:25:02you're like
9:25:03>> yeah so you need to do this correctly.
9:25:05Now the other thing with this is you
9:25:06want to keep this pretty lean. So you
9:25:09don't want their order on boarding do
9:25:10this and this and this and this and
9:25:11this. They're like whoa what the [ __ ]
9:25:14>> Just get them to do one thing at a time.
9:25:17>> So that's process thinking again.
9:25:19>> Yeah. I just say log in, add these
9:25:22things and uh
9:25:25>> ask me any questions. That's it. Three
9:25:27things.
9:25:28>> Yeah. You can also like give them a
9:25:30template too. So like ours is they just
9:25:32got to do their on uh do their intro
9:25:35post. And so when they log into school,
9:25:38there's like a like onboarding start
9:25:41here and it says, "Hey, if you're
9:25:42running ads at the moment, answer these
9:25:43questions and post it. If you're not
9:25:45running ads, answer these questions and
9:25:47post it."
9:25:48>> And then
9:25:49>> in that it says, "Yeah, I'm going to
9:25:51attend a kickstart call on this date."
9:25:53>> Yeah.
9:25:53>> Right. And so just getting them to start
9:25:55the process.
9:25:56>> What you don't want to do is you just
9:25:58give them the portal and they're like,
9:25:59"What do I do now? There's so much to
9:26:01do. I feel overwhelmed." You go, "Just
9:26:04do this." And then the next thing is
9:26:06just do this and you just like as few
9:26:08steps as possible.
9:26:09>> Yeah. Okay. Just for the everyone that's
9:26:11watching for the on boarding because
9:26:13I've already done a lot of this like if
9:26:15they've never done on boarding before.
9:26:17>> Mhm.
9:26:18>> If there a new student for you, what's
9:26:20the non-negotiable thing in onboarding
9:26:22that they should think about?
9:26:24>> Like when you're onboarding a new
9:26:25member,
9:26:26>> well, one getting them into the school
9:26:28community.
9:26:29>> What if you don't have a school
9:26:30community?
9:26:31>> Like having some line of communication
9:26:33with you. like they just don't want to
9:26:34feel like I just they ran my card and
9:26:37now I don't know who to talk to.
9:26:38>> Yeah. And in terms of the best line of
9:26:41communication, which do you find is most
9:26:44uh
9:26:44>> people naturally revert to whatever the
9:26:46[ __ ] they want to use, but we try and
9:26:48put everything through school.
9:26:49>> Yeah.
9:26:50>> So have one specific channel that's
9:26:53universal. For me, it'd be WhatsApp at
9:26:55the moment.
9:26:56>> Yeah.
9:26:56>> Um what if someone goes, "Oh, I usually
9:26:59just do email." um now
9:27:01>> just to say and then you position it as
9:27:03a benefit to them. So it's like look I'm
9:27:05just the most responsive on WhatsApp.
9:27:07It's where all of our members are right
9:27:09>> and so I can respond to your same
9:27:10business day usually within like couple
9:27:12[ __ ]
9:27:13>> So don't dilute your way of approaching.
9:27:16>> Yeah. And then if they do reach out on
9:27:17another platform, we tell them to post
9:27:19it in school.
9:27:20>> Yeah.
9:27:20>> Unless it's like a [ __ ] billing thing
9:27:22or something like that in private. But
9:27:24yeah, you have to train them how to use
9:27:26the thing correctly. And often it's like
9:27:29they just they didn't know any better.
9:27:30They just reverted to what they knew and
9:27:32they didn't know it wasn't the way to
9:27:33go.
9:27:34>> And so I say, "Hey, like yeah, this is
9:27:36what school is really good for." And
9:27:37just post in there cuz sometimes our it
9:27:39will happen all the time. Our sales reps
9:27:40will get questions and they're like,
9:27:42"Hey man, yeah, just post this in
9:27:44school. Um I showed you how to do that,
9:27:45but if you need me to walk you through,
9:27:46I can do that." All right, so let's talk
9:27:48about objection handling now. So there's
9:27:51like an seemingly infinite amount of
9:27:53objections you can get. Um, what I don't
9:27:55like is I think sales reps call them
9:27:58canned responses, which is like someone
9:28:01says, "I got to talk to my wife and you
9:28:03say this and it just works every [ __ ]
9:28:05time." It's like, "Not really." Right?
9:28:07So, you just want like a process you can
9:28:09go through. First thing we want to do
9:28:11when we're objection handling is like
9:28:12meet them where they're at. Right? So,
9:28:15this is a 10. This is a zero. That's a
9:28:18customer. This person doesn't even know
9:28:19they had the problem. You've spent the
9:28:21sales call going LA
9:28:27and they go, I'm going to think about
9:28:28it, right? And they they slide
9:28:30backwards. What we need to do is not
9:28:33talk to them from like up here and talk
9:28:36down to them. We want to meet them where
9:28:40they're at. And where they're at is like
9:28:43nervous and skeptical. So, we don't want
9:28:45to bring the same energy that we had. We
9:28:48want to slow things down and go,
9:28:50"Totally understand, bro. Like we've
9:28:52been talking for like 40 [ __ ]
9:28:53minutes. Like what's the main things
9:28:54going through your mind? What that stops
9:28:57happening is like you're going
9:29:01like I got to think about it. It's like
9:29:02what do you have to think about? And
9:29:04then like talking down you go la.
9:29:07I was like I got to think about it. It's
9:29:08like totally understand man. We've been
9:29:10talking for like 40 [ __ ] minutes.
9:29:11What's on your mind?
9:29:13And then everyone's kissing and friends
9:29:14again, right? And so we want to meet
9:29:17them where they're at. Then what we need
9:29:19to do is we can't overcome an objection
9:29:21that we don't know. So we need to
9:29:23isolate what that objection is. And so
9:29:25what that means is
9:29:28like okay I got to think about it like
9:29:30that's not helpful. We need to know like
9:29:32what do we talk about? And so it's
9:29:35simply be like what are the main things
9:29:37that are going through your mind and
9:29:38just getting clear on that. But you also
9:29:40need to make sure is there anything
9:29:42else? So if they say I've got to think
9:29:44about it and go cool like what's the
9:29:46main things going through your mind?
9:29:48It's like, oh, it's it's it's just like
9:29:50the the money seems like a lot. Now, we
9:29:52know what it is, just the money, but
9:29:54there could be other [ __ ] So, you might
9:29:56go, cool. Just sounds like it's a
9:29:58financial thing, just the dollars and
9:29:59cents. Um, is there anything else? It's
9:30:01like, yeah, I've got to talk to my um my
9:30:04partner about it as well. It's like,
9:30:05cool. So, it's just the money,
9:30:07permission, anything else? Like, no,
9:30:08that's actually it. Now, we at least
9:30:10know what to talk about, right? And so,
9:30:12we can either talk about the money or we
9:30:13can talk about the partner objection.
9:30:15Now, I'm a little bit different to some
9:30:17sales reps. I'm certainly not as pushy
9:30:19as as a lot of like sales trainers are.
9:30:21You can go through the thing where you
9:30:23go like, "Cool, do you just want to ask
9:30:24for like permission rather than
9:30:25forgiveness?" But you got to read a
9:30:27room, right? Because if you try and do
9:30:29that with some people, their guard's
9:30:30going to go up more and they're just
9:30:31like, "I [ __ ] hate this sales rep.
9:30:33He's too pushy." Right? And they'll push
9:30:34certainly with Australian audiences as
9:30:36well. hard.
9:30:37>> Um, so what I like to do instead and
9:30:40what a lot of our sales reps will do is
9:30:42just schedule a chat like today, like
9:30:46later today or the next day, right? So
9:30:48if it's I've got to think about it and
9:30:49I've read the room and I figured out
9:30:51that yeah, this person's like just
9:30:54[ __ ] real nervous about this thing, I
9:30:57would say, cool, like how much like when
9:30:59are you going to get a chance to sit
9:31:00down, have a think about this? And
9:31:02they'll usually go, yeah, like probably
9:31:04about tonight or tomorrow. I'm like,
9:31:05cool. Do you want to have a schedule um
9:31:07a time later this week to go for any
9:31:09questions that pop up? I can do Thursday
9:31:11or Friday. You can see the same thing I
9:31:13did like Thursday or Friday. And then
9:31:14you do morning or afternoon and then he
9:31:16yes lettered them down to something. All
9:31:18that being said, um Tim has gotten like
9:31:22four or five people just by going like
9:31:25he knew he had enough rapport with them.
9:31:28He like they're like, "Yeah, I got to
9:31:29talk to my missile about it. I love it
9:31:30though." and he knew they're on board
9:31:32and he was just like, "Do you just want
9:31:34to do it anyway?" And they're like,
9:31:38"Yeah, [ __ ] it." And they'll just do it.
9:31:41>> But again, you got to be able to like
9:31:43read the room. So, it's meet them where
9:31:45they're at, get clear on like what the
9:31:47objection is, and then just talk about
9:31:50that one.
9:31:50>> Yeah. So, going back to the whole
9:31:52spectrum thing, this part specifically
9:31:54is the part where I'm like need to go
9:31:57like step step and it's just always been
9:32:01daunting to me going, "Oh, do what do
9:32:03you want to talk about and all of this
9:32:05or do do you just want to do it anyway?"
9:32:07Like
9:32:08>> getting to that is feels tedious. It
9:32:11feel it feels pushy.
9:32:13>> What you don't want to do is like win
9:32:16the argu Yeah, I think hormones you said
9:32:18it maybe. There's so many [ __ ] sales
9:32:19trainers. Um, you don't want to win the
9:32:21argument, but lose the sale. And so, you
9:32:24can absolutely win the objection
9:32:26logically,
9:32:28but it's not their it's not their logic
9:32:31that makes the decision. It's the
9:32:33feeling.
9:32:34>> So, there's so many different frames you
9:32:36can do for objection handling. Like one
9:32:39thing this doesn't work with business
9:32:42owners as much unless they're more
9:32:44emotional,
9:32:45but it might be something like we do it
9:32:47with like industry set where they're
9:32:49music producers and they're like a
9:32:50little bit more emotional than they are
9:32:52logical. We do I taught Jackson this
9:32:56frame. I probably learned it from
9:32:58somewhere and I can't remember where,
9:33:00but I called it like the coach frame,
9:33:02which is if they're just really nervous,
9:33:05logically it makes sense. they just feel
9:33:07nervous about it. You can't approach,
9:33:10you can't overcome emotional objections
9:33:12with logical solutions. You just have to
9:33:14meet them where they're at emotionally.
9:33:16And so what I might do is say totally
9:33:19understand like from what I'm
9:33:20understanding and tell me if I'm wrong.
9:33:22Sounds like this logically just makes
9:33:23sense. Just emotionally you're a little
9:33:25bit nervous. Is that kind of where
9:33:27you're at right now? And they go, "Yeah,
9:33:28cool." And then you ask for permission.
9:33:31And so it' be it sounds something like,
9:33:34"Can I offer you I mean, we're a
9:33:36coaching business, so I think I'd be
9:33:38doing you a little bit of disservice if
9:33:39I didn't offer you some coaching at this
9:33:41moment. Can I put my coaching hat on for
9:33:43a second?"
9:33:43>> Isn't that consulting though?
9:33:45>> Not when you'd listen to what I'm about
9:33:46to say. So if I go, can I put my
9:33:49coaching hat on for a minute? Very cool.
9:33:51And I'd say something like, "Can you
9:33:53recall any other instances in your life
9:33:55or events where you were really, really
9:33:57nervous about something, but on the
9:33:58other side of it, it was a really like
9:34:01core pivotal cannon event in your life?"
9:34:04>> Like, cool. Do you mind sharing with me
9:34:06what that is? And they'd be like, "Oh,
9:34:08like this [ __ ] thing." It's like,
9:34:09"Cool." And so, would it be perhaps
9:34:11useful to reframe this nervousness as
9:34:13some kind of symptom that you're on
9:34:15something on the cusp of something
9:34:16equivalent to that? They go, "Ah, yeah."
9:34:19So now they've you've reframed this
9:34:21nervousness as don't do this to reframe
9:34:24the nervousness as oh you were nervous
9:34:26in this other really good situation
9:34:27before right. So but there's an infinite
9:34:29amount of [ __ ] ways to do it.
9:34:31>> But the main thing is we need to talk
9:34:34about what the what the isolated
9:34:36objection is. If the objection is I feel
9:34:39nervous just talk about how they feel
9:34:41nervous. If the objection is the price
9:34:44just talk about like financing options
9:34:46or something like that. If the if the
9:34:48problem is like I need to ask someone
9:34:49permission, then just ask about like
9:34:51when they're going to be able to get
9:34:52that permission, if they're going to
9:34:53talk to them tonight at dinner or
9:34:54something like that
9:34:55>> and then reschedule the call
9:34:57>> potentially. Yeah. But the core thing as
9:34:59well with followup is um
9:35:01>> I think Pete taught me this is like you
9:35:03don't want follow-up to be um like
9:35:06playing tag or something like that,
9:35:08right? So
9:35:10like followup has to be like scheduled
9:35:12and expected. Now, this is that red flag
9:35:14test I was telling you about before with
9:35:16the the IRS of appealing to the calendar
9:35:17event. So, if they're like, "Yep, I'll
9:35:20talk to them tonight and we'll talk
9:35:22tomorrow." You can kind of tell by how
9:35:24agreeable they are to the day and the
9:35:26time if they're going to [ __ ] come or
9:35:28not first. So, if I go to you, so if you
9:35:31say like, "Brandon, can you do Thursday
9:35:33at 11:00 a.m.?" Like, "Yep, yeah, I can
9:35:34do that." It's like, you [ __ ] check
9:35:37your calendar clearly. But if you're
9:35:39like, "Can you do Thursday at 11:00
9:35:40a.m.?" and they're like, "Um, no. Can
9:35:43you do like 12 or like 11? I can do
9:35:4611:30." That that negotiation that
9:35:48that's a all right, cool. Like they're
9:35:50trying to make this work. The other one
9:35:52is you send them the calendar invite and
9:35:54you say, "Cool. There should be a
9:35:56calendar invite in your calendar for
9:35:57your emails for 11:30. Is that in your
9:35:59email inbox?" And they go, "Uh, yep. Got
9:36:02it. Go. Cool. Just RSVP." Yes. That just
9:36:05was blocked out in both our calendars.
9:36:07If you see them click yes, then it's
9:36:09like, "Cool. Green. I think we're on
9:36:11here. But if they're like, "Yeah, cool.
9:36:12Just send a calendar invite." You get
9:36:13that? Yep. Cool. Do you just want to
9:36:15RSVP to that one? Yep. There's nothing.
9:36:17It's all right. This [ __ ] dude's not
9:36:19coming back. Right. Um, so that's what
9:36:23you look for. The other thing that I do,
9:36:25I don't know why no one does this as
9:36:27well. I to my knowledge, I'm the only
9:36:28one that's ever [ __ ] said to do this.
9:36:31when you get the um like send me some
9:36:33information thing. I never [ __ ] send
9:36:34them information because you had to
9:36:36remember how much physical resistance it
9:36:37is to open the information because one,
9:36:39you've got to [ __ ] write up this
9:36:40email and spend this time doing it.
9:36:42Probably got a template, but you got to
9:36:43send them the email. It's going to land
9:36:45in the inbox. They got to click it. They
9:36:47got to read all this [ __ ] So, what I
9:36:49always did was I just took the landing
9:36:51page. I just sent it in Zoom and I went,
9:36:54"Cool. Just click that link." And they
9:36:55go, "Yep." I like, "Yep, that's all the
9:36:57information I was going to send you."
9:36:59Uh, and then I might get them to Google
9:37:00us and open up our Google reviews and
9:37:03then I and then if there was, let's say,
9:37:05for example, there was a testimonial, I
9:37:08would I would give them the most
9:37:09relevant testimonial, too. So, if the
9:37:11objection was the partner objection, I'd
9:37:13send them Mel's testimonial where she
9:37:15said, "I was the partner objection and
9:37:16this is the best thing ever." Now, I'd
9:37:18just make sure they had all those tabs
9:37:20open before I ended Zoom. Because what
9:37:22happens is they close Zoom, all the
9:37:25information's in front of them. It's
9:37:26just then and there. They just watch us.
9:37:28>> An email waiting for it to be open.
9:37:29>> Yeah. Like that's how I got um um Anita.
9:37:33Remember you sent me Anita? And she
9:37:34didn't know anything about what we did.
9:37:36And so she hadn't watched the VSSL. And
9:37:39so I was like, "Oh, you just haven't
9:37:40[ __ ] watched this." And she's like,
9:37:42"Yeah, can you send me information?" I'm
9:37:43like, "Yeah, just go watch this." And
9:37:44then like 30 minutes later she text me.
9:37:46She's like, "Yeah, I'm in."
9:37:47>> Yeah, cool.
9:37:48>> Yeah. So it just lowers all this
9:37:50physical and psychological resistance
9:37:51cuz as soon as Zoom call is over, the
9:37:53information's [ __ ] right there. Uh
9:37:55the other thing with objection handling
9:37:57is like sounds counterintuitive. Try and
9:37:59get a no out of them because one you'll
9:38:01save your energy like chasing a dead
9:38:03lead. We actually and and sometimes it's
9:38:05not no it's just not now. Like we
9:38:07actually literally last week Tim
9:38:09enrolled someone that was like I think
9:38:12he spoke to him a year and a half ago.
9:38:15>> Yeah. I've had that a couple times. No,
9:38:17but the guy like on the call was like
9:38:20everything made sense. And he was just
9:38:21like, "Yeah, I just don't feel like I'm
9:38:23going to do this." And Tim was like,
9:38:26"Sick." I appreciate the honesty to be
9:38:28honest. And then he just emailed Tim out
9:38:31of nowhere. Was like, "Hey, I'm ready to
9:38:32get started." And then
9:38:34>> the urgency was higher.
9:38:36>> Well, yeah. I I think he told me he had
9:38:38some like personal stuff going on at the
9:38:39time, like whatever.
9:38:41>> Um, so sometimes you could just ask him
9:38:43like, "Hey, man, like do you just not
9:38:45want to do it?" and they'll be like,
9:38:47"Yeah, like cool." Like, "Sweet. If
9:38:50things change in the future, like, let
9:38:51me know." I
9:38:52>> mean, you don't want them to not do it
9:38:54after after they've done the workshop
9:38:56cuz it kind of
9:38:58>> Exactly. And the other thing as well is
9:39:00like if they feel like they were
9:39:02pressured into it and like every
9:39:05everyone's subjective, right? So like my
9:39:08feeling of being pressured is very
9:39:09different to some other people's pre
9:39:11feeling of being pressured.
9:39:12>> Like did you see that? Um
9:39:14>> Oh, yeah. Did you see that? uh Rockme
9:39:16Melon Agency was on a current affair. So
9:39:19like the people were like the people
9:39:20they were like oh I was like pressured
9:39:22into signing it. I'm like yeah I and by
9:39:25the way this is like anti- agency
9:39:26propaganda but both sides of the party
9:39:29were in my opinion in the wrong because
9:39:31they were like send them to I felt
9:39:33pressured to sign it. I'm like, I've
9:39:36heard that before. And in my opinion,
9:39:38there was no I like you just got sent a
9:39:40docky sign. Like, no one's putting a gun
9:39:42to your [ __ ] head. And they're like,
9:39:43oh, there was no like physical contract.
9:39:45I'm like, you don't need that. Like this
9:39:47just a docky sign. Like people sign [ __ ]
9:39:49electronically now. And so, but people's
9:39:52like, if they feel pressured at all,
9:39:54that's the people that more often than
9:39:56not, they'll come back later and be
9:39:58like, "Oh, it didn't [ __ ] work for
9:39:59me. I was pressured in the sales
9:40:00process." Blah blah blah blah blah.
9:40:02>> Yeah. You want to limit that, too. Yeah.
9:40:04Okay.
9:40:05>> All right. Let's talk about tracking and
9:40:07CRM admin because this is super
9:40:10important. Um, sales is an emotional
9:40:14roller coaster.
9:40:16And just like with your ad account, you
9:40:18need to be able to make decisions based
9:40:21off of numbers and not just feelings.
9:40:23Because when you're doing sales, like if
9:40:26this is a spectrum of happy to sad, it's
9:40:28going like
9:40:30and if you get stuck down here for too
9:40:32long, you like don't look at the [ __ ]
9:40:34trend line. So you need numbers, right?
9:40:37Especially if you just have like one bad
9:40:39day, it like [ __ ] you up. So you need
9:40:41to create a Google sheet, which is quite
9:40:43simple. It's just going to be calls
9:40:46booked, calls attended.
9:40:48>> So that's a show rate,
9:40:50>> calls closed. That's it. And then you'd
9:40:52have Monday, Tuesday, Wednesday, so on,
9:40:57so on, so on. And you'd have like five
9:41:00booked, four attended, one closed. And
9:41:03then you're like, cool. 25%
9:41:06close rate. And then you have four
9:41:09booked, two attended, one closed, and
9:41:13then you're like, cool, 50% close rate.
9:41:16But then you have it sum at the bottom
9:41:19so you can see your performance. And
9:41:21then you can make decisions based off
9:41:23numbers, not feelings. So let's say, for
9:41:25example, we know our show rates 70%. And
9:41:29we know that our close rate is
9:41:3230%.
9:41:34Well, now we know if we get 10 bookings,
9:41:38then we're going to have we're going to
9:41:39speak to seven people, and if we close
9:41:4230%, we're going to get what's that like
9:41:44two deals, right? We can start averaging
9:41:46these things out. This has to be done
9:41:49every single [ __ ] day. Don't automate
9:41:52it. So don't build a [ __ ] claw bot or
9:41:55some [ __ ] that like cap the the manual
9:41:58action of like tracking it is what will
9:42:00keep you up to date. Like we've got AI
9:42:03developers. I could very very and
9:42:04[ __ ] use high level. We could very
9:42:06very easily build this automatically.
9:42:09But what I want is the sales reps to
9:42:11manually put in I got zero today
9:42:16but I got one yesterday. What the [ __ ]
9:42:18happened today? and then see that. Now,
9:42:21when you start building a sales team as
9:42:23well, make sure the sales reps can see
9:42:25where they stack up against everyone. It
9:42:27is like by far the like best driver of
9:42:30performance is just you just tell a
9:42:32sales reps if they're better or worse
9:42:34than someone else. By the way, I
9:42:36accidentally learned this like as a
9:42:37nightclub promoter. So, I had a team of
9:42:40like 20 or 30 little promoter minions
9:42:43and I had a Google sheet that tracked
9:42:45all of their performance. So every
9:42:47single Friday for like 2 or 3 years, how
9:42:49many names they submitted, how many
9:42:51names attended, average out over months,
9:42:54quarters, everything like that. And then
9:42:56none of them could see the performance
9:42:58though. But what I did was I just I
9:43:01think it was like at the end of the
9:43:02month I just exported all the data into
9:43:05a bar graph and so you could say like so
9:43:08and so had this many people, so and so
9:43:09had this many people and then I just put
9:43:11it in the group chat without any context
9:43:14and then everyone doubled their
9:43:16performance
9:43:18because they knew exactly where they
9:43:20stacked up. And so what happened was
9:43:22like the high performers like they did
9:43:25exceptional. The people that were like
9:43:27the middle of the bell curve, they
9:43:29shifted up and then all the bottom
9:43:31performers, they just [ __ ] off. It was
9:43:33great. And so but they they all got like
9:43:36ultra competitive with each other. So
9:43:39make sure you're tracking that. You
9:43:40needed you needed you should know rate
9:43:43and close rate off the top of your head
9:43:45within plus or minus like 3%.
9:43:48>> Yeah.
9:43:48>> For the month to date. cuz then you know
9:43:50where the bottlenecks are.
9:43:51>> Yep. Exactly. And so like you know like
9:43:53my show r like 50%. And then we get into
9:43:56troubleshooting and optimizing.
9:43:57>> Yeah.
9:43:58>> The other thing that's worth noticing
9:43:59but not obsessing over is if you have
9:44:03better show rates and better close rates
9:44:04at certain days and times. So for
9:44:07example for us B2B we just notice we
9:44:10have better show rates and better close
9:44:11rates before lunchtime.
9:44:13>> That makes sense because that's where
9:44:15the most decision making is.
9:44:16>> Exactly. And then what about talk about
9:44:19Fridays and Saturdays?
9:44:20>> Yeah, Fridays and Saturdays. Like if I
9:44:22want to do a sales team meeting, it's
9:44:24probably going to be Friday afternoon
9:44:27because like that's when the that's when
9:44:29we had the worst show rate, the worst
9:44:31close rate. Uh the weekend deals for
9:44:34B2B, the bookings are pretty terrible.
9:44:36Show r awful. Close rates awful, too,
9:44:38because the people that are like serious
9:44:41about growing their business, they can
9:44:42take calls during the week. But who can
9:44:44take calls on the weekend? ones that
9:44:45aren't full-time in their business yet
9:44:46and they're working for someone else
9:44:47still.
9:44:48>> What about the advanced time that you
9:44:51give people to be able to call book a
9:44:53call?
9:44:53>> Uh yeah, usually no more than 5 days
9:44:56out. Caveat to that though, like you
9:44:58want them booking as soon as possible.
9:45:00The caveat to that is if someone books
9:45:03from an hour from now, they don't have
9:45:05the time to watch the VSSL or consume
9:45:07the nurtures. So we actually found
9:45:10people that booked the same day, they
9:45:12were the ones getting to the call. Like,
9:45:14so what do you guys do because they
9:45:15didn't have time to watch the VSSL?
9:45:17>> So, what's the
9:45:20>> minimum like minimum 24 hours, maximum
9:45:23like 5 days?
9:45:24>> And what if they aren't available in 5
9:45:27days time?
9:45:28>> Tom [ __ ] can't book later.
9:45:30>> Okay.
9:45:30>> Yeah.
9:45:30>> Yeah.
9:45:31>> Every now and then they'll be like, "Oh,
9:45:32can I book for [ __ ] 3 months from
9:45:34now?" Like, just nah. cuz does I get
9:45:37people that can't book in
9:45:40>> um and then they try to do it through
9:45:42the website via email or something. It's
9:45:44like, hey, I tried to book next week,
9:45:46but there were no dates available, so
9:45:47they just try to email.
9:45:48>> You got to check your availability and
9:45:49make sure you don't have anything like
9:45:50blocking it as well.
9:45:51>> No, no, no. It's because there's only a
9:45:545day limit.
9:45:55>> Oh, yeah. Oh, yeah. Cuz sometimes like
9:45:57the weird ones like let's say it's
9:45:59Thursday and you're booked out Friday
9:46:02and you don't take calls Saturday and
9:46:03Sunday, then like only Monday appears.
9:46:06So you got to like account for that too.
9:46:08Sometimes they manually change it and
9:46:10[ __ ] depending which calendar widget
9:46:12you're using. Sometimes they allow for
9:46:14that like um I think HubSpot does that.
9:46:16One of the [ __ ] few decent features
9:46:18they do. Um but sometimes there's like
9:46:20rolling days all business stuff.
9:46:22>> I find pretty good.
9:46:24>> Yep.
9:46:24>> Yeah.
9:46:24>> Now that our ads are running, we want to
9:46:26go through and understand the theory of
9:46:28how to optimize our campaigns and get a
9:46:30better return on ad spend and more
9:46:31profit in the bank.
9:46:32>> All right. So to understand optimizing
9:46:34before just jumping into an ad account
9:46:37kind of blind and getting overwhelmed by
9:46:39all the different [ __ ] statistics, we
9:46:41need to understand the entire ecosystem
9:46:44first um before we just start jumping
9:46:46into the ad account. So this is the
9:46:48entire customer journey from an
9:46:50impression on their ad to a transaction
9:46:52in the bank account. The first thing
9:46:54that happens is they see one of many
9:46:56different ads in potentially many
9:46:58different ad sets. They click. In your
9:47:01instance, you're a two-step funnel. So,
9:47:02they go to the application page, which
9:47:04is where they complete that survey. Once
9:47:07they complete the survey, assuming they
9:47:09said the right answers and they're
9:47:10qualified, it then sends them to a
9:47:11booking page or the calendar widget.
9:47:13They'll get a bunch of nurtures, email,
9:47:15and SMS reminders to remind them to rock
9:47:18up to the appointment that they made and
9:47:20then you have the conversation with them
9:47:22there. That's where you process the
9:47:23transaction. There's lots when you log
9:47:25into your ad account, there's [ __ ]
9:47:27not infinite, but a lot of different
9:47:29statistics you can look at. There's only
9:47:31a few that truly matter. So, the first
9:47:35one that really matters here is link
9:47:39CTR. Now, when you log into Meta Ads
9:47:43Manager, there's uh there's actually two
9:47:45different CTRs. There's link CTR and CTR
9:47:48all. We want link CTR. Uh CTR all is
9:47:52anyone that clicked the ad anywhere at
9:47:54all. Like, they could have pressed
9:47:55pause, they could have pressed unmute.
9:47:56It's [ __ ] It's kind of boring. Now,
9:47:59this will also influence your cost per
9:48:02click. Now, the cost per click is
9:48:05calculated as a percentage of CPM um and
9:48:09the link CTR. Um, for example, CPM, I
9:48:12mean, I'll put it in there. We look at
9:48:14it. There's not too much you can do
9:48:16about it. There is, but CPM is basically
9:48:20how many dollars do I need to spend to
9:48:22get my ads seen 1,000 times. It stands
9:48:24for cost per millie. I think it's French
9:48:27or Latin. Who gives a [ __ ] And CPM is
9:48:30essentially how expensive is it to get
9:48:32the eyeballs of the people I want. But
9:48:34generally speaking, when I'm looking at
9:48:36my ad account, I'm just looking at link
9:48:38CTR.
9:48:39>> Yeah. Because that's the amount of
9:48:41percentage of the overall that land on
9:48:43the app page.
9:48:44>> Yep. And we want to like the sweet spot
9:48:47is between one to 2%. Now, if we're
9:48:52optimizing for a standard event like
9:48:54leads or schedules, somewhere between
9:48:56there is the sweet spot. If you optimize
9:48:58for link clicks, you're going to get a
9:49:005% CTR, but [ __ ] all people are going to
9:49:02convert here. So, assuming we're
9:49:05optimizing for something meaningful like
9:49:07leads or schedules or submit
9:49:08application, 1 to 2%. I think I've
9:49:11mentioned in the past, if I see a link
9:49:14CTR above 2%, I start getting
9:49:17suspicious. And if I see it's like two
9:49:21point like high twos or even 3% I start
9:49:25it's a pretty good indicator that this
9:49:26isn't converting because
9:49:28>> but they're landing on it.
9:49:29>> They've got they're landing on it but
9:49:30they're not converting and it's because
9:49:31the the clicks are more curious than
9:49:33committed.
9:49:34>> Yeah.
9:49:35>> Right.
9:49:35>> Cuz they want something to to see next.
9:49:38Yeah.
9:49:38>> That if they don't get it on the landing
9:49:40page
9:49:40>> and then they bounce. Right. They're
9:49:41just clicking because they're
9:49:42>> So don't overpromise in the ads.
9:49:44>> Exactly. Okay.
9:49:45>> Right. Um, if it's less than 1%, I still
9:49:49look at the overall cost per lead. But
9:49:52generally speaking, less than 1% means
9:49:54rather like showing the ad to the wrong
9:49:56people or the message isn't convincing
9:49:58or, you know, compelling enough. And
9:50:00then we start looking at that once they
9:50:02go to the landing page. And keep in mind
9:50:04as we're going throughout this entire
9:50:06thing, I'm going to give you some like
9:50:08rules of thumb metrics, but at the end
9:50:11of the day, what truly matters is net
9:50:13profit. Because like I get like I'm
9:50:15going to suggest a 5 to 10% conversion
9:50:20rate here. I get 1.8. But the reason I
9:50:23get 1.8 is cuz I'm spending $20,000
9:50:26every [ __ ] 24 hours. Everyone has
9:50:28seen it. And so my your conversion rates
9:50:31and statistics generally speaking go
9:50:34down as you scale more and go to colder
9:50:35and colder audiences. Your return on ad
9:50:38spend will go down, but net profit is
9:50:40what you look at at the end. So, for
9:50:41example, when you're spending like baby
9:50:43budgets like a hundred bucks a day,
9:50:45you'll get like a 10x return on ad
9:50:47spend, but it's like 10 on $100 a day.
9:50:49It's only like $10,000 a day. It gives
9:50:50you [ __ ] right? Whereas, I'm getting
9:50:53like a 4x return. I think it might be
9:50:55five. It's been five the last week. Like
9:50:57a four extra spend 4x return on ad
9:50:59spend, but I'm spending $20,000 a day.
9:51:01>> You get you get over 100 grand return in
9:51:03the day.
9:51:03>> Yeah. Generally speaking, it's like 80.
9:51:05We did a couple days in a row where we
9:51:06did like north of 100. But when you're
9:51:09starting out, generally speaking, a five
9:51:12to 10% conversion rate. Now, what this
9:51:15then means is we can calculate the cost
9:51:18per lead, right? So, let's say, and I'm
9:51:20going to do simple math. Let's say we
9:51:23get a $1 cost per click and we have a
9:51:2710% conversion rate. Could you just do
9:51:31the math? What do you think? What is the
9:51:32cost per lead in that instance? 10% of
9:51:35the people that click become a lead. 10%
9:51:38of a dollar.
9:51:39>> No, it's 10 times this.
9:51:41>> Oh, 10 times,
9:51:42>> right? So, 10% every 10 times. So, 10
9:51:44bucks.
9:51:45>> Yeah. So, our cost per lead in this
9:51:48particular instance is $10. Let's say we
9:51:52get to the uh booking page right now.
9:51:56Generally speaking, the conversion rate
9:51:59here should be somewhere between 30,
9:52:04we get 60%. I've seen 85%. No idea how
9:52:08the [ __ ] they did that, but 30%
9:52:12booking rate is kind of what we look
9:52:14for, right? And so, let's say, and these
9:52:17numbers, by the way, are like massively
9:52:19under what they are. I'm just doing $1
9:52:20cost per click because the math's easy
9:52:22for me. Let's say we get a 30%
9:52:25conversion rate here. Let's round that
9:52:27to 33.33 recurring. Then our cost per
9:52:33schedule is roughly $30, right? And I'm
9:52:38rounding it here. It'd be like 33.33,
9:52:42whatever the [ __ ] it is, right? But that
9:52:43means our cost per schedule is going to
9:52:45be around 30. Let's say the ner so
9:52:49they've booked in a call. Let's say the
9:52:51next statistics we need statistic we
9:52:53need to know is the show rate. So what
9:52:56percentage of these people that clicked
9:53:00sorry that booked are actually showing
9:53:02up to their appointment. We want about a
9:53:0570%
9:53:07show rate. That's our target. Now if we
9:53:11have a 30 / 0.7 = 40, we'll call it 43
9:53:17bucks. Our cost per show would be $43.
9:53:25Let's then say our close rate, we want
9:53:27the close rate somewhere north of 20%.
9:53:30Um, if it's consistently 60% or up, just
9:53:34increase your price. So, generally
9:53:37speaking, we want a close rate somewhere
9:53:40in the 30 to like 45%
9:53:44range, right? Let's just say we're
9:53:47closing 30%.
9:53:49If we have talking to people for $43,
9:53:53then that divided by 0.3 means $143.
9:53:59So our CPA cost per acquisition
9:54:03is now I say I say
9:54:05>> 143.
9:54:05>> Yeah. $143.
9:54:08>> And if your and if your product's like
9:54:09a,000 bucks, that's nice.
9:54:12>> Yeah. Right. So, let's say the deal
9:54:15value is like, let's say it's $2,000,
9:54:17right? Then 2,000 / 143
9:54:222,00 /
9:54:24143 = 14x.
9:54:29So, our return on ad spend
9:54:33equals
9:54:3514x.
9:54:37Right? So, we can say that at this
9:54:41current level of spend, every dollar
9:54:43that we put into this end spits out 14
9:54:46bucks out here,
9:54:48>> right? And you can see how I've
9:54:49calculated all of these statistics.
9:54:51>> Cool. So, based on this, what would be
9:54:53the first thing you'd look at next to
9:54:56make this go up?
9:54:56>> In this [ __ ] instance, I would just
9:54:58spend more money.
9:54:59>> Yeah.
9:55:00>> Right. So like this is this is getting
9:55:03into like I call it ad spend archetypes.
9:55:07So there's different people particularly
9:55:11business owners have different risk
9:55:13profiles when it comes to their ad
9:55:15account. So one that we talk about in
9:55:17the workshop is like the cautious
9:55:19calculator. So, a cautious calculator
9:55:21will look at all of these [ __ ]
9:55:23incredible statistics, like literally
9:55:24everything where it needs to be, and
9:55:25they get 14 bucks back for every dollar
9:55:27they spend, and they'll still be like, I
9:55:30reckon I can go to like 11%.
9:55:33>> And then they they spend all this
9:55:34[ __ ] time trying to get to like 11%
9:55:36or 12.
9:55:38>> Let's go through the hypotheticals.
9:55:39Let's increase ad spend. So, we're
9:55:41currently spending a dollar.
9:55:43>> Yeah. Well, let's say we're spending
9:55:46$1,000 a month, right? So now we've just
9:55:49upped it by a thousand times.
9:55:51>> No, no, no. Like that that's just one
9:55:53click, right? Let's say at this level of
9:55:55spend, we spend $1,000, we get 14x, then
9:55:59we get $14,000,
9:56:03>> right? In this instance, I'd be like, I
9:56:05can't be [ __ ] making like don't make
9:56:07new funnels, don't make new ads, just go
9:56:08to the daily budget and just [ __ ]
9:56:10load a rip, right? Yeah.
9:56:11>> Then let's say we go to $2,000
9:56:16a month. Let's just say it dips a little
9:56:19bit to like 12x.
9:56:22That's fine because 2 * 12 is still
9:56:25$24,000,
9:56:27right?
9:56:29It's still more than like what some what
9:56:31sometimes people will go is they go,
9:56:33"Oh, I went my row turn on ad spend went
9:56:35from 14 to 12. I need like don't worry
9:56:37about this number too much. Worry about
9:56:38this number."
9:56:39>> Yeah. Cuz 1,000 take 14 is 13.
9:56:44>> 24,000 take 2,000 is 22. They're still
9:56:47like
9:56:49>> we spend $3,000 and then it goes down by
9:56:52another two points and it goes down to
9:56:5310x, right? We're still at $30,000.
9:56:57>> And it typically does go down the more
9:56:59you spend. Absolutely. But if you're
9:57:01still getting more than the previous
9:57:04amount, it doesn't matter. And then
9:57:06you're saying right now you you've
9:57:07achieved 5x.
9:57:09>> So go down to your numbers.
9:57:11>> Like I'm at 20K. Uh that's a day. So
9:57:15>> yeah. So if we use my business as an
9:57:17example, I spend 20 grand a day, which
9:57:19in an average month is $600,000 a month.
9:57:21They get a 2.5 extra return on ad spend
9:57:23times 2.5. So yeah, pretty much bang on.
9:57:261.5 mil like last That's pretty bang on
9:57:28because last month we did $1,471,000.
9:57:33I don't know where that $30,000 went
9:57:34[ __ ] miss. Talk to about that.
9:57:36>> Take take that $600,000. You're making
9:57:39$900,000.
9:57:41>> Well, then you got wages and salaries.
9:57:42>> Yeah, you got salaries. But the main
9:57:44point I want to make here is don't let
9:57:47return on ad spend become this [ __ ]
9:57:50vanity metric cuz you'll get these
9:57:52[ __ ] nerds that be like, "Oh yeah, 14
9:57:54extra turn on ad spense. Who gives about
9:57:55no one gives a [ __ ] about your $14,000 a
9:57:58month?" And then I'm like, "I got a 2.5
9:58:00extra turn on ad spend." They're like,
9:58:01"That's shit." And I'm like, "Well, how
9:58:03many [ __ ] cars do you drive, right?
9:58:05Three less than I do." And so what we
9:58:07want to do is look at net
9:58:10profit. We want to look at net profit
9:58:14because and this I have never heard any
9:58:16[ __ ] marketers say this because they
9:58:18always talk about like and these these
9:58:20absolutely [ __ ] matter. Like I don't
9:58:22know why [ __ ] anyone's reporting on
9:58:24impressions in their [ __ ] agency.
9:58:26Like cost per click doesn't matter too
9:58:27much. Cost per lead matters to a degree.
9:58:30Cost per application matters to a
9:58:32degree. Show rate matters to a degree.
9:58:35Like return like close rate matters to a
9:58:37degree. But they only matter to the
9:58:39degree that they influence Net profit
9:58:42>> return on ad spend is absolutely a
9:58:44[ __ ] vanity metric. It's nice to know
9:58:47but it's only nice to know in the sense
9:58:49that how you can calculate net profit.
9:58:50So like when I set my targets I just
9:58:53divide my target by 2.5 or if it's going
9:58:56up I go cool. If I want to do 2.5 mil I
9:58:58want to probably divide it by two or 1.8
9:59:00or something like that. Right? All of
9:59:03these statistics only matter to the
9:59:05degree that they influence that.
9:59:08>> Yeah. Now, how do we troubleshoot this
9:59:11stuff? Do you remember the average
9:59:13statistics? So, the the targets were
9:59:16like 5 to 10% here. Target was like 30
9:59:21to 50% here. Show rate was like usually
9:59:25around like 70%. Close rate between like
9:59:2930 and 45%. Those are our targets.
9:59:32Right.
9:59:32>> Right.
9:59:33>> And then this one is one to 2%.
9:59:37Let's start with ads. So, let's say
9:59:41we're getting 7.5% here. Let's say we're
9:59:45getting 40% here. Let's say we're
9:59:48getting 60% here. And let's say we're
9:59:52getting 40% here. But let's say we're
9:59:56getting
9:59:587% here. With optimizations, you want to
10:00:01you can do multiple at a time, but given
10:00:03all these statistics, which number do
10:00:05you think would be the most impactful
10:00:07for us to change?
10:00:08>> The first one.
10:00:09>> Yeah.
10:00:09>> Because it's the start of the pipeline.
10:00:11>> I tried to throw a spanner in the works
10:00:12here by going like 60%. If you said
10:00:15that, you would have been wrong. This is
10:00:17the correct answer, right? Because from
10:00:19going from 60% to 70% is not nearly as
10:00:23impactful like when you run it through a
10:00:25calculator, not nearly as impactful on
10:00:26the end of that as it is from going 0%
10:00:29to let's say 1.4%.
10:00:32Which is still like in the middle of our
10:00:35average, right? Because if I go from
10:00:37zero, I don't spend any more money on
10:00:38ads, but I just go from 0% 0.7% to 1.4%
10:00:44without actually doing the math. Can you
10:00:45just tell me what happens to the end of
10:00:47the equation?
10:00:48>> It doubles.
10:00:49>> Exactly. Doubles. Right. We don't spend
10:00:50any more money on ads. We're just more
10:00:53efficient with the existing impressions
10:00:55that we got. We just got twice as many
10:00:57people to click the ad. And all other
10:01:00things being equal. Now there's twice as
10:01:02many people going here. There's twice as
10:01:04many, not in terms of percentage, but
10:01:06the volume of people that go through
10:01:07this is just doubling all the way down.
10:01:10Right? So how do we do that? Now, link
10:01:13CTR is, and we'll go through each of
10:01:16these one by one. It's going to take us
10:01:17a while. Link CTR, the main thing that
10:01:20we want to look at is the messaging.
10:01:22We're either showing the ad to the wrong
10:01:24people or we're showing them the wrong
10:01:26message. More often than not, we're
10:01:28showing them the wrong message. With how
10:01:30accurate meta targeting is, what we need
10:01:32to do when we're getting a low link CTR
10:01:35is look at what did we say like usually
10:01:38in the first sentence of the ad. usually
10:01:41in the first couple seconds of the
10:01:42video. And so if we have a low link CTR,
10:01:46what it implies and what we can safely
10:01:49assume is that they don't [ __ ] care.
10:01:51Whatever we said, they don't [ __ ]
10:01:53care, right? And so what you'd want to
10:01:56do is do the very first exercise again
10:02:00towards motivators, away from
10:02:02motivators, things they tried in the
10:02:04past. And let's say you had like all
10:02:06these different points
10:02:10and you just tried this one and this
10:02:11one, you'll be like, "All right, cool.
10:02:13Well, let's try this one, this one, this
10:02:15one, maybe this one, maybe this one,
10:02:17right?" Cuz what you might find is these
10:02:20first two that you tried, they're like
10:02:22the 0.4, 0.9 or something like that,
10:02:25right? And then you try these other
10:02:28angles and like, oh, like this one they
10:02:30really [ __ ] care about. Like this
10:02:32particular ad got like a 1.5% link CTR.
10:02:35This particular ad got like a 1.8% 8%
10:02:38CTR.
10:02:39>> Yeah, this goes back to the beginning of
10:02:40the video.
10:02:41>> Yeah, exactly right. And so we're just
10:02:43trying to find like what messaging
10:02:44angles are working for us the best.
10:02:47>> I rarely ever try new targeting.
10:02:50>> It's just like organic. You you see one
10:02:53specific style of format work.
10:02:57>> Mhm.
10:02:58>> You reiterate that in different ways to
10:03:01keep spamming it.
10:03:02>> Yep.
10:03:02>> And then continue putting ads for behind
10:03:04it. So that 1.8% 8% I'm like cool that
10:03:08specific away from motivator
10:03:11>> let's make more about that redistribute
10:03:13that
10:03:14>> what are some ways you've done that in
10:03:15the past
10:03:16>> you just find different ways to talk
10:03:17about it or you just talk about it again
10:03:19>> yeah can you specifically remember one
10:03:21example that you
10:03:22>> I'm relying on word of mouth I've been
10:03:23cooking with that for half a decade like
10:03:25that's just always going to work
10:03:28>> um yeah whereas every now and then
10:03:30you'll find like niche little ad ideas
10:03:33like I have one where I talk about like
10:03:35you started your business because you're
10:03:36really good at what you do. The first
10:03:37couple word of mouth and referrals, like
10:03:39those stories will always work really,
10:03:41really well.
10:03:42>> But yeah, those are the main things. But
10:03:44then
10:03:44>> something that you saw and you were
10:03:46like, "Wow, that really [ __ ] itself."
10:03:48And you were like, "That's going to
10:03:50work." And you were
10:03:51>> cuz you you do say this a lot. Um
10:03:53>> yeah,
10:03:54>> like 50 of your ads you're like, "These
10:03:56are going to work." But 100% of the time
10:03:57you're wrong.
10:03:58>> Well, like I'll be like I'll look at 30
10:04:00ads and be like, "I reckon these two
10:04:02will slap and I'm [ __ ] dead wrong."
10:04:04Why are you wrong though? Like what?
10:04:05>> Cuz on a sample size of one.
10:04:07>> So like you had to remember advertising
10:04:09is just statistics and it's frankly it
10:04:11is gambling. But you had to remember
10:04:13like the law of large numbers. And so I
10:04:15will have an opinion of an ad.
10:04:17>> And some people out there will agree
10:04:19with me. But the large majority of
10:04:21people that see the ad like, nah, I like
10:04:23this one.
10:04:23>> That's my point. When people want to
10:04:26make a creative, whether it's an ad or
10:04:27organic, they don't they don't care
10:04:31about the rest. They care about what
10:04:32they think. And it's wrong because you
10:04:34got to remember like I say this in the
10:04:35workshops all the time as as like a
10:04:38disclaimer for when I give people
10:04:39feedback on their ads. I'll be like look
10:04:42I like this to this degree but you got
10:04:44to remember I'm a sample size of one.
10:04:46I'm a fairly well-informed advertiser
10:04:48but at the end of the day what is
10:04:50significantly more statistically
10:04:52significant than my own opinion on your
10:04:54one ad is showing that ad and lots of
10:04:56other ads to tens of thousands of people
10:04:57and letting them vote.
10:04:58>> And that's that [ __ ] around find out
10:05:00mentality.
10:05:01>> Yeah. I'll try on [ __ ] anything.
10:05:02Right? So, that's the main thing. When
10:05:04the link CTR isn't where you want it to
10:05:07be, it's not that 1 to 2% sweet spot,
10:05:10look at what you said. They don't care.
10:05:12And just look at other things they could
10:05:13potentially care about and test them
10:05:14>> and just again visit back on 7 days to
10:05:18figure out the decimal point on that
10:05:19creative.
10:05:22>> Yeah. So, generally speaking, I will go
10:05:26off. It's a combination of time and
10:05:28spend. So, let's say for example, you're
10:05:30spending, I'm going do an extreme
10:05:32example, $10 a day. It takes you [ __ ]
10:05:3730 days to get $300 to spend. That's
10:05:39still [ __ ] right? Whereas, if I'm
10:05:43spending $100 a day, I will learn in
10:05:483 days what the person spending $10 a
10:05:50day will take a whole month.
10:05:52>> Right? Generally speaking, my rule of
10:05:55thumb is at least 7 days of data to like
10:05:58at least form an opinion on something or
10:06:01$1,000 of spend. But it depends. Uh like
10:06:04for example, like when I'm testing at
10:06:07$20,000 a day, if I'm running a split
10:06:09test on the landing page, I probably
10:06:11shouldn't, but I'll [ __ ] call it
10:06:13after a couple days, like rather than
10:06:15like a whole [ __ ] month. The thing
10:06:16you had to remember as well is the
10:06:19further down the funnel you go, the
10:06:22longer you have to wait to test
10:06:24something. Because let's say we start
10:06:26running ads, well, the ads get
10:06:28immediately seen by everyone. Like this
10:06:30has the most impressions and so you get
10:06:32data on the ads at least on the link
10:06:34clickthrough rate uh like really really
10:06:36really quickly.
10:06:38>> And most agencies they they
10:06:40>> Yeah, they just [ __ ] talk about that.
10:06:41>> Just talk about that. The landing page
10:06:43has like usually if you're one to two%
10:06:4798
10:06:49at least percent less data than the ads
10:06:52because this is less people going to it,
10:06:54right? So when like tens of thousands of
10:06:57people see this, only hundreds of people
10:06:58saw this. So this takes a little bit
10:07:01longer to split test, right? Then you
10:07:03got to the booking page, right? So this
10:07:06has 50 or not 50, 20 times less people
10:07:09than this will for the same period of
10:07:10time. So you need to wait like 20 times
10:07:12longer to split test something here
10:07:14theoretically.
10:07:15>> And then the show rate like only a
10:07:17certain percentage of people are
10:07:18booking. So and then the clones rate
10:07:19like does the show rate.
10:07:20>> We're going back to that is being the
10:07:22more more impactful thing. Exactly.
10:07:24Right.
10:07:25>> So now we've got 1.5% 1.8%. We're
10:07:28starting to cook a little bit and we're
10:07:29getting a few more impressions that are
10:07:31landing on the ad page. What's next?
10:07:33>> Let's say we're getting a 2% conversion
10:07:37rate, right? Well, if we can just get to
10:07:416%, what happens to the bottom line?
10:07:44>> Triples.
10:07:44>> Yeah, triples. Right.
10:07:46>> So, now we can focus all our attention
10:07:48here. We can see pretty clearly like if
10:07:50we got 40% here, 60% here, 40% there,
10:07:52and 1.4% there. If we can just go from
10:07:55two to four even,
10:07:57>> great.
10:07:58>> And the biggest driving factor in the
10:08:00app page would be obviously what you put
10:08:02in it. It's content
10:08:03>> maybe. So the first thing that we do
10:08:07when we look at conversion rates on the
10:08:09landing page is the first thing we do is
10:08:12we look at the page. The second thing we
10:08:14do is what happened before it. So I this
10:08:16principle and we talked about it called
10:08:18chasing problems upstream. Absolutely
10:08:21the problem could be on this page. It
10:08:23could absolutely be something that
10:08:24happened before it. Just like with when
10:08:27we get to the booking page maybe there
10:08:29was an expectation set here that isn't
10:08:31being met here
10:08:32>> and so they leave. Right? So, but let's
10:08:34look at the application page. The first
10:08:36things that we look at, the very first
10:08:38thing that I look at is the headline
10:08:40because pretty much 100% of people are
10:08:42just going to read that big bold block
10:08:44of text at the top and then that is the
10:08:47frame that they'll look at the rest of
10:08:49the page through. Right? So, the
10:08:51headline we remember the my favorite
10:08:53formula is feeling plus result or you
10:08:56can also call result and outcome. I look
10:08:59at that and then I just change it out
10:09:01for something else.
10:09:02>> Yeah. Results are more important than
10:09:04feeling.
10:09:05>> Yeah. Right. So like the
10:09:06>> results are factual.
10:09:08>> Yeah. And like the feeling like as long
10:09:09as we evoke a feeling that's fine.
10:09:12>> It's important to evoke a feeling
10:09:14anyway. Like they found I can't remember
10:09:15the person's name but there was a guy
10:09:17that he worked as like a railway
10:09:20um [ __ ] mechanic or something like
10:09:23that. And he had this freak accident
10:09:24where like he drove a [ __ ] spike
10:09:26through his head and it destroyed the um
10:09:29it destroyed the I think the feeling
10:09:31part of his brain. I can't remember what
10:09:32it was. So, he could still logically
10:09:33think, but because he had no feelings,
10:09:35he didn't make any [ __ ] decisions.
10:09:37So, we need feelings, but the the
10:09:38outcome in my experience when I'm split
10:09:41testing headlines, that is way more
10:09:42impactful. Uh the example I always give
10:09:45in the workshops and it's just top of
10:09:46mind for me is if someone's a content
10:09:48agency and they talk about the the
10:09:50outcome of building brand it will work
10:09:53to a degree but way less of a degree
10:09:55than if you chase that problem
10:09:56downstream sorry that outcome downstream
10:09:59and talk about build revenue right so
10:10:02what I always do is if my headline isn't
10:10:04working to the degree that I want it to
10:10:07kind of ignore that I look at my current
10:10:10result and I go then what happens and
10:10:13then I change in that new result. That's
10:10:15the first thing that I do. The second
10:10:18thing that I'll look at is the call to
10:10:21action above the form. So, you're going
10:10:24to have like a little sub headline that
10:10:25says, "Next step, answer a few questions
10:10:27to X and then the survey underneath it."
10:10:30That little sub headline is kind of
10:10:32like, you know how like the headline is
10:10:34the frame they look at the rest of the
10:10:35page through? That sub headline is the
10:10:38frame that they decide, am I going to
10:10:40[ __ ] complete this form or not? So
10:10:41like a really bad example is like
10:10:43contact us. It's very selfish, right?
10:10:45Whereas if I can make it feel like
10:10:47they're starting a process or like I
10:10:50suppose rebranding what that process
10:10:52looks like, right? So CDA, I look at
10:10:55that first and I just start changing
10:10:58that. The next thing that I'll look at
10:11:01is just any other opportunities to
10:11:03reduce physical or psychological
10:11:07resistance.
10:11:08More often than not, it's this, right?
10:11:12So, I'd look at the form. You can also
10:11:15like with the survey builder and high
10:11:17level, you can see their drop off per
10:11:19certain questions. So, let's say you got
10:11:21multi- choice, multi- choice, multi-
10:11:22choice,
10:11:24like type out your answer. More often
10:11:26than not, you'll notice that one will
10:11:28have like a big drop off. And in order
10:11:29to show you the percentage, like let's
10:11:30say it's a 50% drop off, I was like,
10:11:32that's pretty significant. Do we really
10:11:34need this question? Can we maybe change
10:11:35the multiple choice? Right? So I'll look
10:11:37at opportunities to reduce physical
10:11:39resistance first.
10:11:41>> Eventually you get to a point where
10:11:43you've reduced physical resistance as
10:11:45much as you can. The form's as high up
10:11:47as it can. That's when I start looking
10:11:49at psychological resistance.
10:11:51Right? So what I'd be able to see or at
10:11:54least infer is it takes as few clicks,
10:11:58keystrokes, and scrolls as reasonably
10:12:00possible to complete this form. Now
10:12:02they're just not [ __ ] understanding
10:12:03anything. So, like they're probably not
10:12:05watching the VSSL, so they don't really
10:12:07understand what it is. And so, I'll
10:12:09think of sections I can add that
10:12:10basically make it clear like what this
10:12:12thing is without having to watch the
10:12:14VSSL.
10:12:15>> And how long would you test this for?
10:12:18>> I'd usually run a split test for like at
10:12:20least a week. Usually, like honestly,
10:12:23what I tell people, what I tell people
10:12:24is very different to what I do, but what
10:12:26I tell people is like four month split
10:12:29test minimum 14 days. And how long after
10:12:32the campaign has started would you start
10:12:34doing that?
10:12:35>> You can open a campaign with a split
10:12:37test running especially if it is like
10:12:39not very sure at all and then you get
10:12:41data from like day one.
10:12:42>> And is that only after you've achieved
10:12:44at least a 1% CTR?
10:12:47>> What do you mean?
10:12:48>> So in the ads bucket
10:12:50>> once you've gone up to above that
10:12:53threshold and you're in the range of one
10:12:55to 2%.
10:12:57>> But you're noticing your uh
10:12:59>> Yeah. Yeah. Then I start looking at that
10:13:01like once you're in 1 to 2% here it's
10:13:03like cool there's not really like if you
10:13:05start going above 2% then this is going
10:13:07to turn
10:13:08>> you start worrying about burning through
10:13:10the ads um and worrying that they will
10:13:14get lower over time because of ad
10:13:16fatigue
10:13:17>> potentially. We can get to that later
10:13:19but
10:13:20>> more often than not
10:13:21>> as long as you got like plenty of
10:13:23different ads right that's that creative
10:13:25diversity thing we were talking about
10:13:26before. Now once I've looked at the
10:13:28headline, I've like started changing the
10:13:30result or I've looked at the call to
10:13:33action or I've reduced physical and
10:13:34psychological resistance, the next thing
10:13:36that I look at is I chase the problem
10:13:38upstream. And all I do is I look at the
10:13:42ads that are I sort the ads from like
10:13:44most spend to least spend and I just
10:13:48start seeing like are the hooks more
10:13:50curious than committed. And so literally
10:13:53all I look at is the first line of the
10:13:59ads
10:14:00>> and that's the first line of the ads
10:14:02inside the page on Facebook or the text,
10:14:05right?
10:14:05>> Yeah, the primary text the first thing
10:14:07that you say because it's it's either
10:14:09going to be the headline, but like if if
10:14:11you and this probably isn't a good
10:14:13answer like
10:14:14>> if you're following all the rules here,
10:14:17>> it's probably up here,
10:14:18>> right? And so I'd start looking at the
10:14:20ads and going, are they more like
10:14:22curious than committed? And just like re
10:14:25rewriting the first sentence or
10:14:26refilming the first ads. You might also
10:14:28notice that there's like certain ads
10:14:30that get heaps of clicks and no
10:14:32conversions, right? And so you look at
10:14:34those and go, "Oh yeah, that's a very
10:14:35curious ad, right? Whereas there'll be
10:14:38ads that maybe even have like a lower
10:14:40CTR, like 1.2%, but they convert really,
10:14:43really higher." And so the combination
10:14:46of this and this is we look at cost per
10:14:50lead, right? Because the relationship
10:14:53between your cost per click and the
10:14:56conversion rate is going to indicate the
10:14:58cost per lead. All your ads are going to
10:15:00have different cost per leads. And so at
10:15:03this level here, we're optimizing for
10:15:06cost per lead, which is why, like, let's
10:15:08say you have a ad that has a 1.8% an 8%
10:15:12CTR but a really high cost per result
10:15:16cost per lead then you go all right well
10:15:18decent ad lots of people are clicking it
10:15:20but I'm not setting a clear expectation
10:15:22here and that's when you start looking
10:15:23at stuff on the individual level
10:15:25>> that makes sense so in summary if you
10:15:28want to increase your conversion rate
10:15:29here absolutely look at the headline try
10:15:32changing out the result look at what's
10:15:35what do you what's the last thing you
10:15:36tell them to do before you complete the
10:15:38survey um another thing to look at as
10:15:40well actually I kind of glossed over it.
10:15:42I didn't talk about it at all. Is the
10:15:43first question your survey, don't make
10:15:45it contact details. Make it something
10:15:46like lower commitment than
10:15:48>> so contact details towards the end or at
10:15:50the end.
10:15:50>> Yeah, contact details towards the end.
10:15:52My suggestion for everyone is like your
10:15:54first question should just be like which
10:15:55best describes you and then like four
10:15:57multi- choice of like common problems
10:15:58that people have.
10:15:59>> Yeah.
10:16:00>> Once you've reduced physical and
10:16:01psychological resistance enough, I just
10:16:03start looking at the ads and go what are
10:16:05they curious more curious than
10:16:06committed. Now, with the booking page,
10:16:09uh, so we want 30 to 50%. The first
10:16:13thing that impacts that is simply your
10:16:14availability. Like, I remember I used to
10:16:17pick on these clients all the time in
10:16:18the workshops. We had this one client
10:16:20that was like, I only want to do sales
10:16:22calls from 10:00 a.m. to 12:00 p.m. on
10:16:25Wednesdays because I'm my own boss and I
10:16:27work my own hours and I have stunt
10:16:29staying poor because no one can [ __ ]
10:16:31book calls with you. If they're just
10:16:32like, I can't make that time, it just
10:16:34[ __ ] off then, right? So availability is
10:16:36the number one driver. Couple ways to um
10:16:41improve it like in your calendar widget.
10:16:43Get rid of like the 15minute buffers and
10:16:46stuff like that because sometimes you
10:16:47might have like a 30 minute gap between
10:16:50two other meetings but if you got a
10:16:51buffer it won't make it available. Just
10:16:54open up your availability availability
10:16:57as much as you can.
10:16:58>> Yeah. If you book out your calendar it's
10:17:00a good sign.
10:17:02>> Yeah. Um, that being said, like my
10:17:04general rule of thumb settings is at
10:17:06least more than 12 hours notice. We
10:17:09talked about this yesterday. Um, if they
10:17:11book for like an hours from now, they
10:17:13don't have time to watch the VSSL. And
10:17:15so those are the ones that get to the
10:17:16call that are like, "So, what do you
10:17:17do?" And it's cuz they didn't [ __ ]
10:17:19>> up to 5 to 7 days in advance.
10:17:21>> Yeah. Usually up to 5 days.
10:17:23>> That is okay.
10:17:24>> Other things you can look at, it's
10:17:26actually kind of clever, but the um the
10:17:29language on the headline. So, one of the
10:17:33things that you want to avoid doing in
10:17:35the headline of the booking page is use
10:17:38any language that closes the loop in
10:17:41their head. So, you have to remember we
10:17:44we still want them to complete this. So,
10:17:46we want to avoid language like thank
10:17:48you, done, congratulations because they
10:17:51see that quickly, oh, I'm done. And then
10:17:53they leave, right? You always want to
10:17:55use language that opens up a loop
10:17:57>> like next step.
10:17:58>> Yeah. Like I always use next step and
10:18:00then I've got that little, you know, the
10:18:02little loading bar thing.
10:18:04>> It's like 50% loaded. It says like
10:18:05nearly done or something like that.
10:18:07>> Yeah.
10:18:08>> Now I don't I don't put anything else on
10:18:11the booking page cuz I want their
10:18:13attention just focused on that calendar
10:18:14widget. If I'm doing that, if we're
10:18:17doing that, the only other thing that I
10:18:19look at is again we chase the problem
10:18:22upstream. Then what I look at, what I
10:18:24actually chase it to is the CDA above
10:18:27the form, right? Because whatever was
10:18:30above the survey, it needs to make sense
10:18:33with the booking on the next page. So
10:18:35let's say for example, the call to
10:18:38action above your form is something like
10:18:41unlock your growth blueprint. If you
10:18:44read answer a few questions to unlock
10:18:46your growth blueprint and then the next
10:18:48page you saw a calendar widget, does
10:18:50that make sense?
10:18:51>> Not really.
10:18:52>> Not really. Right? Certain percentage of
10:18:54people still book the call, but if I
10:18:56just said unlock your growth blueprint,
10:18:57they might have expected that to export
10:19:00some kind of PDF for them and then they
10:19:02hit that calendar page. They're like,
10:19:04"This doesn't make sense." And then they
10:19:05bounce, right? Or they book and then
10:19:07they don't rock up, right? So, you look
10:19:10at the language and you ask yourself,
10:19:13does my call to action above the form,
10:19:15does that set any kind of expectation
10:19:18that means seeing a calendar widget and
10:19:19asking them to book a call makes sense?
10:19:22Right. That's the only other thing that
10:19:24I look at assuming you do this
10:19:25correctly. That's usually it's sort of
10:19:28>> it's it's a given, right?
10:19:30>> Yeah. Uh actually one more thing, one
10:19:32other thing can be the optimization
10:19:35event.
10:19:36>> So if we chase this upstream even
10:19:40further,
10:19:41it's what are we telling the ad account
10:19:44to optimize for? Because if we're
10:19:47telling it to optimize for leads so we
10:19:50can get data in, it will focus on
10:19:52getting leads and some of them will book
10:19:54in a call of their own accord. Like it
10:19:56makes sense. If we tell the ad account
10:19:58to optimize for schedules, it's intent
10:20:01is to get this one because the behavior
10:20:04between someone that becomes a lead and
10:20:06someone that schedules a call is similar
10:20:08but not identical. Right. Someone that
10:20:10wants to be a lead may not necessarily
10:20:12book a call, but someone that wants to
10:20:13book a call has to be be a lead. Yeah.
10:20:15>> Right. So, that's the only other thing
10:20:16that I look for. That one's That one's
10:20:18weird, though, to be clear, and I think
10:20:20I've talked about this before. For
10:20:21example, when I tell industry sets ad
10:20:23account to optimize for schedules, it
10:20:25won't even [ __ ] get leads. When I
10:20:27tell my account to optimize for leads,
10:20:29it it the link CTR goes [ __ ] I think
10:20:31it's because I've always been optimizing
10:20:33for schedules. It's always worth testing
10:20:35like, should I optimize for leads or
10:20:37should I optimize for schedules?
10:20:39Sometimes that variable can just get you
10:20:41wildly different results.
10:20:43>> You had a question. Uh yeah. So
10:20:47conditionally, whatever they choose in
10:20:49the survey, can you make it land on a
10:20:53slightly different look and feel book
10:20:55page?
10:20:57>> Depending on what like website building
10:20:59you use, you can
10:21:00>> I say it's go high level.
10:21:02>> No.
10:21:04>> So actually, wait, I think cuz I've seen
10:21:06this happen. I think they've done I
10:21:08think they added a feature recently
10:21:10where like
10:21:10>> did it.
10:21:11>> Oh yeah, yeah. Yeah. Like they added it
10:21:13actually. was funny cuz I think I saw it
10:21:15the other week and I told Chris I was
10:21:17like, "Oh, they released conditional
10:21:18redirect." She's like, "Dude, we talked
10:21:19about this like months ago."
10:21:21>> Is it worth looking at that?
10:21:23>> Nah, eventually or
10:21:25>> not really. It depends. Like the
10:21:26instance I would use that for is let's
10:21:29say we had two two sales reps or two
10:21:31teams of sales reps uh and you had like
10:21:34juniors, I'd send them like the lower
10:21:37quality leads, like lower revenue, and
10:21:39I'd give all the layup deals to the A
10:21:41players. Yeah,
10:21:42>> that would be one situation where I'd
10:21:44use that.
10:21:44>> Okay, fair enough. Um, so you wouldn't
10:21:47you wouldn't change based on the product
10:21:49or the service um tier.
10:21:52>> I wouldn't change that page. No.
10:21:54>> Okay. Keep keep it simple. Yeah.
10:21:56>> And are you saying with the arrows
10:21:58pointing back to the ads page, you can
10:21:59optimize in reverse for the ads? Is that
10:22:02what you're saying?
10:22:03>> In the ads, optimize for schedules
10:22:05instead of
10:22:06>> only one way.
10:22:07>> Yeah. Yeah.
10:22:07>> Okay,
10:22:08>> cool. Now, let's look at our show rate.
10:22:11The show rate can absolutely be a
10:22:13reflection of like the SMS reminders. So
10:22:15the first thing that I look at when it
10:22:17comes to the show rate, it's actually
10:22:19the thank you page. So I actually
10:22:21haven't drawn here, but the thank you
10:22:23page. So the thank you page, we want to
10:22:25have the same VSSL that we have on the
10:22:27application page. We want to have that
10:22:28same VSSL on the thank you page. Reason
10:22:31being, um, is when someone clicks an ad
10:22:34and go to your landing page, they're not
10:22:36they see the 17-minute VSSL, they're
10:22:38like, "Not listen to that [ __ ]
10:22:39essay." and then they just kind of
10:22:40furiously scroll around to like convince
10:22:42themselves into or out of at least doing
10:22:44that step and then that step. But now
10:22:47that they've booked a call and their
10:22:48intent levels are higher, the likelihood
10:22:50that they watch the VSSL here is now a
10:22:53little bit higher, right? Because they
10:22:54booked that call because they want
10:22:55information and now that VSSL is a
10:22:57source of that information. So the VSSL
10:22:59and like telling them to watch that.
10:23:02Then the rest of the page, honestly, I
10:23:04keep it pretty much identical to that
10:23:06first page because all that information
10:23:07is there. But now rather than scanning
10:23:09it, I think Jeremy calls it scanner
10:23:11mode. I don't know what he calls this
10:23:12one, but like there uh I think he calls
10:23:14it justification mode. They're trying to
10:23:16justify should I go to this call or not,
10:23:19right? So all of your communication now,
10:23:23the goal is just like with ads, you're
10:23:26optimizing for the click and the lead.
10:23:28The goal with your nurture sequences is
10:23:30you're optimizing for them showing to
10:23:32that call. And so you want to think like
10:23:34what are all the reasons why they would
10:23:36not show to this call and then just
10:23:37address them, right? So the confirmation
10:23:41email is like it's going to have the
10:23:44highest open rate. And so all the
10:23:46language needs to be unselfish. So
10:23:50rather than saying, "Hey, your homework
10:23:52before this call is watch this video,"
10:23:55you use language like, "Hey, what would
10:23:56be really helpful for you is giving this
10:23:59a watch. Just chuck it on during lunch
10:24:01or something like that." gives you a
10:24:03decent idea of how we achieve XYZ dream
10:24:06outcome. Another thing you can do is try
10:24:08and get them to reply. What you want to
10:24:11do is you read your email, you read your
10:24:13SMS reminders
10:24:15and you think if I just had to remix
10:24:18this slightly to try and encourage them
10:24:21to reply, how would I do that? So, I'll
10:24:24ask you. So, if my confirmation SMS is,
10:24:26hey, your call's booked in for Thursday
10:24:28at 11:00 a.m., how what could you add to
10:24:30that to encourage a reply?
10:24:32>> Uh, just confirming you're still
10:24:34available for that day.
10:24:35>> Yeah, just does that still work for you?
10:24:37Question mark.
10:24:38>> Yeah.
10:24:38>> Um, stuff like that, right? So, getting
10:24:41replies then.
10:24:43>> Why is that important?
10:24:45>> I don't know. I think because well,
10:24:46actually, I do know because I think
10:24:49Robert, is it Robert Kaldini? He talks
10:24:52about it in influence like as soon as
10:24:55you like identity and I think we spoke
10:24:58about this a lot in the philosophy
10:24:59section. Identity is like the strongest
10:25:02influence of behavior. And so if I am
10:25:05sending you messages saying I'm coming
10:25:07and I'm sending you emails saying I'm
10:25:09coming. Not 100% of the time, but I'm
10:25:11significantly more likely to come
10:25:13because I've identified myself as
10:25:15someone that's going to come. Right? And
10:25:18so when you're encouraging them to reply
10:25:20by saying, "Hey, is that time still good
10:25:21for you? You're going to be able to make
10:25:22that you got Zoom [ __ ] like that." And
10:25:24they keep replying saying, "Yeah, all
10:25:25good." They're more likely than someone
10:25:27that just has not spoken to you at all.
10:25:29Other things is contextualizing
10:25:32communication. Put cons, right? So we do
10:25:36this. So if someone says in their
10:25:37they're in home services and trades, I
10:25:40don't send them personal trainer
10:25:41testimonials. I send them home services
10:25:43and trades testimonials. Right? Now, the
10:25:46other way to look at improving your show
10:25:49rate, yeah, it's kind of annoying, but
10:25:51you look over this way. All the reasons
10:25:53they don't buy are also the reasons they
10:25:55don't show. Because if you get an
10:25:58objection, when we're going to talk
10:25:59about sales in a moment, if you get an
10:26:01objection at the sales process, it's
10:26:04probably not the first time they've
10:26:06thought about it. It's just the first
10:26:07time that you talked about it. And so if
10:26:09you're getting like I need to do more
10:26:11research on you things or I don't know
10:26:13if this works for me just put them in
10:26:15here. Right. So we want to prevent
10:26:18objections.
10:26:20>> So like adding more FAQs that are hate
10:26:24like frequently asked.
10:26:26>> Y so like credibility like here's awards
10:26:28I've been on, here's podcasts I've been
10:26:30on.
10:26:30>> And you just give them as much
10:26:32information,
10:26:32>> share stories, testimonials. Yep. Yeah,
10:26:35>> because what you got to remember like
10:26:37they booked the call because they want
10:26:38information, but they might not get that
10:26:39information for a couple days and when
10:26:41there's a lack of information, they'll
10:26:42just make up a story in their head and
10:26:43agree with it. And because the human
10:26:44brain has a negativity, cognitive bias,
10:26:46they're not going to make up a story
10:26:47that you want them to.
10:26:48>> What if they get to the call and they
10:26:51all that is in the nurture or the
10:26:54booking page or the app page and they
10:26:55just didn't look for it
10:26:56>> cuz they're a [ __ ] [ __ ] So like
10:26:58you're absolutely going to you're
10:26:59absolutely going to get people that like
10:27:02we get it all the [ __ ] time. And
10:27:03remember it's dials not switches, right?
10:27:04So you're trying to dial up the
10:27:06percentage of people that consume that
10:27:07information. You're never going to get
10:27:09it 100%. Like we still have call
10:27:10recordings we laugh about. If you ever
10:27:12done a sales call with us and you've
10:27:13been this person, just know that we
10:27:14laugh about you on a Slack channel.
10:27:16They'll get to the call and they'll be
10:27:18like, "Oh, you sent too many emails."
10:27:20And then they'll be like, "All right,
10:27:22whatever." And and then they're like,
10:27:23"Okay, so were you going to tell me
10:27:24about the workshops?" were like, "Yeah,
10:27:26all that information was in the email."
10:27:29[ __ ] [ __ ] and then we don't let
10:27:31them buy. So, you got to remember like
10:27:34all the reasons like what's all the
10:27:36things that's going through their head
10:27:37and just prevent objections there.
10:27:39>> Yeah. And is like if you just keep
10:27:42adding stuff to this, does it matter or
10:27:44>> um there's defin there's going to be a
10:27:46line somewhere where like this is too
10:27:49much. It is like probably 10 times more
10:27:51than what you actually think it is. I
10:27:52mean, if you answer their question as
10:27:54soon as possible, then great. But
10:27:56>> most people appreciate the emails.
10:27:58They're like, even the people that buy,
10:28:00they're like, "You send a lot of emails
10:28:01like, "Yeah, well, you're [ __ ] buying
10:28:02right now, so [ __ ] clearly worked."
10:28:04>> Yeah. Yeah. For for me, it's like I'd
10:28:07rather give them more information. Maybe
10:28:08not in the nurture sequence, but like,
10:28:10"Hey, if you really want to go down the
10:28:12rabbit hole, here's everything." That's
10:28:14okay to do, right?
10:28:16>> Shove them down the rabbit hole. Here's
10:28:17this. I know you're thinking this. I
10:28:19know you're thinking this. And so just
10:28:21like frontload that information because
10:28:23you got to remember they're going to
10:28:24like they're not just going to go to
10:28:26like your that's this is another thing
10:28:28to consider as well. They're not just
10:28:30going to go to
10:28:32>> like what what does this person send me?
10:28:34They're going to ask they're going to
10:28:35ask the people in your testimonials.
10:28:36They're going to find them and message
10:28:37them.
10:28:37>> They're going to like Google you.
10:28:39They're going to try and find dirt on
10:28:40your credit and [ __ ] like that.
10:28:42>> Yeah. Yeah. Yeah.
10:28:42>> Yep.
10:28:43>> Oh, one more thing and I mentioned this
10:28:45before. You can chase um showing
10:28:48upstream to this booking page as well.
10:28:50So what kind of expectation was being
10:28:53set? You can even chase it upstream all
10:28:57the way to the ads. Now I'll tell you
10:28:59this is a very timely case study. Um we
10:29:02lifted I don't know the exact statistic
10:29:04but we lifted industry set show rate and
10:29:06all we did was we
10:29:10looked at we exported all the data for
10:29:13like a year. We looked at all the people
10:29:16that showed what they put in their
10:29:18application form, what kind of language
10:29:20they used. And then we looked at all the
10:29:22people that didn't show and the kind of
10:29:24language that they used. There's a lot
10:29:26of findings. The main finding we found
10:29:29was if someone was their goals were
10:29:33focused around getting better at making
10:29:34music, very processorientated,
10:29:37they were more likely to show and buy.
10:29:40If someone's goals were around, I want
10:29:42to sign to this label and play at this
10:29:44music festival, just future paced,
10:29:46aspirational, they were like
10:29:48significantly less likely to show.
10:29:51>> Yeah.
10:29:51>> Or buy.
10:29:52>> So what we did was we changed all the
10:29:55messaging like the first lines of the
10:29:57sentence like again like chasing all the
10:29:58way upstream to like the first line of
10:30:00sentence. All the messaging was around
10:30:01getting better at making music, getting
10:30:03faster at making music, making better
10:30:04quality tracks. We stopped running any
10:30:06testimonials that were like I've signed
10:30:08to this label and played this like all
10:30:10the aspirational stuff. We got rid of
10:30:11all the exciting ads and just made it
10:30:14like magical,
10:30:15>> right? Because we want to meet them
10:30:17where they're at, but we want to meet
10:30:18the right person where they're at.
10:30:20>> And so meeting the right person where
10:30:22they're at means what's the language of
10:30:25the people that show and buy? Use their
10:30:27language and their goals. Because if we
10:30:29meet the wrong person where they're at,
10:30:31I want to play this music festival. We
10:30:32just shove the wrong people down this
10:30:34thing.
10:30:34>> Yeah. And you want the right people
10:30:35because they have a higher chance of
10:30:37succeeding anyway.
10:30:38>> Exactly. Right.
10:30:39>> So you're optimizing the the workshop
10:30:41for the people that will most likely do
10:30:43it and get the most out of it and
10:30:46succeed, which makes you look better. So
10:30:47it compounds and snowballs and
10:30:49everything the rest.
10:30:49>> Yeah. Get better.
10:30:51>> So for anyone doing this and watching
10:30:54this and attends one of your workshops,
10:30:57how long should they give uh to collect
10:31:00that data to be able to go from
10:31:02nurturing all the way back to ads? You
10:31:04said 12 months from industry set
10:31:06generally.
10:31:06>> Oh, you mean like Yeah. I mean,
10:31:08obviously the goal is always more. Um,
10:31:13>> or you're going to keep optimizing
10:31:14eventually, but
10:31:16>> when can you do that first batch of
10:31:18reiteration
10:31:19>> for show, right? Like at least a month.
10:31:21>> A month. Okay.
10:31:22>> Yeah. Like at least a month. As long as
10:31:23it's not like a weird month like [ __ ]
10:31:25Christmas or something like that.
10:31:27>> Yeah. You got to kind of go through the
10:31:28seasons, right?
10:31:29>> Yeah. Yeah, like a full financial
10:31:31quarter is kind of like really a
10:31:33benchmark.
10:31:35>> Um, but 30 days like a calendar month,
10:31:38it's fine, too. Like there's four
10:31:39weekends and flows.
10:31:40>> There's probably a long weekend in the
10:31:42mix there.
10:31:42>> Yeah. And how important is doing that
10:31:46data collection and optimizing beyond
10:31:48just setting up the ads and hoping it
10:31:50rips?
10:31:52>> What's the what's going to give you net
10:31:54profit?
10:31:55>> Yeah.
10:31:55>> So to the degree that influences net
10:31:58profit. So, like if it's no longer as
10:32:02impactful, like eventually you get to a
10:32:04point where like there's no [ __ ]
10:32:05point in me going from like 1.7 to 2%.
10:32:08>> Yeah.
10:32:08>> It's like, who cares? It's just like
10:32:09spend more on ads.
10:32:10>> Yeah.
10:32:10>> Right. Like that's the most impactful
10:32:12thing.
10:32:12>> And for you personally, you're just
10:32:15really looking at
10:32:16>> putting in more ad spend now.
10:32:18>> You're always optimizing for how can I
10:32:21scale ad spend and increase net profit.
10:32:25>> Yeah. So, like there'll be like for
10:32:27example, I'm kind of a little bit stuck
10:32:30at $20,000 a day in ad spend because if
10:32:33I go to 25 or $30,000 a day on ad spend,
10:32:36I'll do the I'll do less profit at that
10:32:38revenue than I will at current revenue.
10:32:40So, I need to like dial things in a
10:32:42little bit more. I'm kind of just
10:32:43coasting here. Like, we're just going to
10:32:45coast like nine or 10 sales reps,
10:32:47however many we have, and then it's
10:32:48going to the US and stuff like that,
10:32:50>> right? But
10:32:52again, like I'm always just putting
10:32:54everything in a Google sheet with my
10:32:56wages and salaries with every other line
10:32:58on my P&L statement and then I'm just
10:33:00changing ad spend relevant to the
10:33:02revenue looking at the bottom line and
10:33:04going, "Yep, that makes sense." Or if
10:33:06I'm like, "Nah, like net profit's the
10:33:08same or worse." I'm like, "Well, just
10:33:10[ __ ] stay here and fix it."
10:33:11>> Yeah.
10:33:12>> Yeah. Like that happened this time last
10:33:13year as well. Like we got to a point at
10:33:16I think it was like5 or $10,000 a day in
10:33:19ad spend and I did the calculation. I'm
10:33:22like if I guess ad spend, we'll do less
10:33:24profit at that bigger number in revenue
10:33:26than we will right now. So you just
10:33:28coast and let things cruise for a bit,
10:33:30build up some warm audiences. You find
10:33:32out you find new messaging angles or um
10:33:35just different avenues to get people.
10:33:37And for the most um of the newcomers and
10:33:40the beginners um where are they where
10:33:43should they just be dialing in the most?
10:33:45>> Honestly, it you're going to look at
10:33:47this like nine times out of 10.
10:33:49>> So application page
10:33:50>> application page nine times out of 10.
10:33:52Yeah,
10:33:53>> it it will go like
10:33:54>> and is that because the Andromeda is
10:33:56more helpful than the ad section?
10:33:59>> I'm not sure to be honest. It's just
10:34:00like whenever I'm like troubleshooting
10:34:02someone, it's pretty much this is the
10:34:03problem all the time. It goes like this
10:34:05and then this. Yeah.
10:34:07>> Yeah. It's just like once you get that
10:34:09right, that kind of just close to
10:34:10whatever the [ __ ] it is. Uh it's usually
10:34:13like this and then show rate. Like when
10:34:14you launch your show rate might be like
10:34:1630 40%. And so you look at like the
10:34:18thank you page language. You look at
10:34:20like getting them to reply more. You
10:34:22think like what's going through their
10:34:23head and why they're not showing. You
10:34:25think about like preventing objections.
10:34:26>> Yeah. So that so this decreases buyer
10:34:28remorse or
10:34:30>> I guess nurturing them um from booking
10:34:34page and making them show.
10:34:37>> So booking in the call to not get
10:34:39remorse on oh I haven't heard anything
10:34:42from them since I booked a call. I kind
10:34:44of don't want to do this call.
10:34:45>> No it's like they don't know what's in
10:34:48it for them anymore.
10:34:50>> Yeah. Yeah.
10:34:50>> Yeah. So like that like throughout this
10:34:52entire thing they're just thinking like
10:34:54what's in it for me? Like we learned in
10:34:56like year 10 economics, humans are just
10:34:58rationally self-interested.
10:35:00>> And so like this whole time you're just
10:35:02reinforcing. So like the ad is just
10:35:04trying to get them to click. The landing
10:35:06page is just trying to convince them to
10:35:07opt in. The booking page is just trying
10:35:09to convince them to book. The nurture is
10:35:11just trying to convince them to show.
10:35:12Now we can try and convince.
10:35:13>> So another way of saying nurtures for
10:35:15the customers or for the workshop
10:35:17attendees is hyper.
10:35:20>> Yeah. Yeah.
10:35:21>> Yeah. Because like if you think about
10:35:24like if we mapped out this entire
10:35:27like funnel from like ads over here to
10:35:31like close over here and then like
10:35:33excitement
10:35:35>> up here.
10:35:35>> Yeah.
10:35:37>> The let's say they book here, right? The
10:35:41excitement's like this. What will happen
10:35:45is like as soon as they close this tab,
10:35:47it's naturally like if you don't
10:35:48communicate to them at all, they're just
10:35:50going to [ __ ] forget about it and the
10:35:51excitement will plummet like that.
10:35:52>> Yeah.
10:35:53>> If you have some nurtures, it will coast
10:35:55kind of along like that. But if we need
10:35:59excitement to be up here for them to
10:36:01buy, well then we don't want to like
10:36:04take them from here and like that delta.
10:36:06We want to try increase their levels of
10:36:08excitement so that the sales process has
10:36:10like slightly less work to do.
10:36:12>> Yeah. And you've got up to 5 days to
10:36:15come give them a drip.
10:36:16>> Yeah. I usually send them like three or
10:36:17four emails on day one.
10:36:19>> Yeah. And you mix that with text as
10:36:21well.
10:36:21>> Yeah. Yeah. That's another super super
10:36:23important one is if you don't have SMS
10:36:27reminders, just [ __ ] do that.
10:36:31>> Like we we had a member was I think it
10:36:33was Conrad. All I told him to do was
10:36:36like add a 15 a text message reminder 15
10:36:39minutes before his call and it doubled
10:36:40his show rate.
10:36:42That was it.
10:36:43>> Yeah. And what about the ones who when
10:36:46they get the text reminder an hour
10:36:48before and then they bail within that
10:36:51hour? What sort of signal does that give
10:36:52you?
10:36:52>> They're usually like pretty poor lead
10:36:54quality. Like between them booking and
10:36:58them rocking up or not rocking up to a
10:37:00call, you get all these different
10:37:02signals. So like the people like if
10:37:04someone like replies to the SMSs, like
10:37:08you can see they're opening the emails
10:37:09and stuff like that. They're all like
10:37:11little green flags,
10:37:12>> but if someone doesn't respond to the
10:37:15first SMS saying, "Hey, that all good to
10:37:16go." Or they don't respond to the second
10:37:18SMS, we usually just [ __ ] delete
10:37:20them.
10:37:20>> Yeah. Yeah. And that's that's what I'm
10:37:23thinking too cuz I I kind of let it run
10:37:25through. But then a lot of the time I
10:37:26get to the sales call, they don't rock
10:37:29up, but I look back through the sequence
10:37:31and I can say, "Oh, look, they've
10:37:32signaled do not disturb." It's like,
10:37:34>> "Yeah, yeah.
10:37:35>> Why would you do that?"
10:37:36>> So, you always want to like monitor like
10:37:38your leads. So, like if you're not
10:37:40getting signals, just like delete them
10:37:41because they're taking up the spot of
10:37:42someone that would show. You can uh set
10:37:45up a custom conversion to track showed
10:37:48calls and then optimize for that. I
10:37:51don't think we actually do it. I got to
10:37:52talk to Chris about it this way. I just
10:37:53can't be [ __ ] But like um so like if
10:37:56a sales rep marks an appointment as
10:37:58showed, it tells your ad account, hey,
10:38:00someone showed. And so that's another
10:38:02example of like how you would chase it
10:38:04up to their optimized for show calls.
10:38:08Yeah, this sounds good. I I I can ask a
10:38:11lot more questions going deep in into
10:38:13the real finer things, but bottom line
10:38:16>> Oh, not sales.
10:38:18>> Hey,
10:38:18>> not done with sales.
10:38:19>> Not done with sales. Okay, before we do
10:38:20the before we do the sales, bottom line,
10:38:23picturing going across all these four
10:38:26channels.
10:38:26>> Mhm.
10:38:27>> Um, what's the main thing?
10:38:30>> Main thing with your ads, if you want to
10:38:32improve your ad performance, is look at
10:38:34the messaging. If your link CTR is too
10:38:36low, they just don't care about the
10:38:38message that you sent them.
10:38:40>> Main thing with the application page is
10:38:43the headline for sure.
10:38:45>> That's the most important thing.
10:38:47>> Yeah, definitely the most important
10:38:48thing.
10:38:48>> Yeah. What do you roast people most on
10:38:51when you roast their um application
10:38:53page?
10:38:53>> Headline.
10:38:54>> Headline.
10:38:54>> Yeah. It's usually like headline. I like
10:38:57change out the result, which I spoke
10:38:58about.
10:38:59>> Mhm. And what what's a headline that
10:39:02most people you can see time and time
10:39:04again they do wrong and you they just
10:39:06>> oh they put they just make it the thing
10:39:08>> they just like this is what we do like
10:39:10this is like that.
10:39:11>> Yeah. So it's outcome not thing.
10:39:13>> Yeah. We want like a it needs to evoke
10:39:15an emotion and it needs to communicate a
10:39:18clear and compelling outcome
10:39:20>> where if it's just like we do this they
10:39:22won't make that me they won't make that
10:39:24mental hurdle to
10:39:26>> the outcome. It will that and again if
10:39:29you just make the headline the thing it
10:39:31will work to a degree but the people
10:39:32will work with have already made up
10:39:34their mind. They're like the bottom of
10:39:35the funnel and so it won't work for the
10:39:36middle and the top of the funnel.
10:39:37>> Yeah. Booking page.
10:39:40>> Um booking page whenever that's not
10:39:43working honestly you I chase the problem
10:39:46upstream and it's like changing uh the
10:39:48sub headline above the form.
10:39:50>> Make it make sense.
10:39:51>> Yeah. Like the calendar widget needs to
10:39:53make sense if I read if I read this if I
10:39:55read the sub headline and the call to
10:39:57action above the form and I completed
10:39:59that form. Does a calendar widget make
10:40:00sense in my mind?
10:40:01>> Yeah. What's the biggest thing here for
10:40:04>> fur would be biggest thing here? Getting
10:40:07them to reply?
10:40:09>> Yeah.
10:40:09>> Like combination of that and like email
10:40:11and SMS is like yeah no [ __ ] you need
10:40:14that. Like SMS for sure but like getting
10:40:16them to reply and encouraging them to
10:40:18reply lifts your straight rate
10:40:19significantly. All right. Close rate.
10:40:22>> Close rate. Now, assuming that you are
10:40:25um following the like sales process, the
10:40:28main thing the like if I'm
10:40:30troubleshooting a sales rep or like a
10:40:32new whether they're for us or anyone
10:40:34else, the main thing is they're being a
10:40:37consultant. So, if I listen to the um
10:40:41sales call and they're like consulting
10:40:43and they're talking about like how ads
10:40:46work or how organic content works, their
10:40:49brain just goes into slower, logical
10:40:51thinking and they're just not going to
10:40:52[ __ ] convert. They will just be
10:40:54overwhelmed. So, that's the main thing
10:40:56is like if I'm listening to
10:40:58the sales call and they're consulting,
10:41:01that's a big red flag. If you just fix
10:41:03that, you double your conversion rate.
10:41:06Second thing would be weak discovery. So
10:41:11we spoke about this before where we need
10:41:14to get the customer to say out loud all
10:41:17of their problems. But you need to
10:41:19remember like given what they just said,
10:41:22what is the best next question to get
10:41:24them to elaborate on that more? So not I
10:41:27don't have enough leads and then asking
10:41:29them how long have you been in business
10:41:30for. You you ask more clarifying
10:41:33questions, right? So
10:41:36wise and then what's if you're not being
10:41:40a consultant if you're doing a decent
10:41:43discovery probably the next thing that I
10:41:45would look at is
10:41:48um during the pitch you don't do like
10:41:50tie down questions. So like if your
10:41:53pitch turns into an 8 minute monologue
10:41:55and you haven't they haven't said
10:41:57anything that's a big red flag. So you
10:41:59want to be like you like I said before
10:42:01like I gave you the pen like makes sense
10:42:03and you go yeah and you give you another
10:42:04pen makes sense like can you see
10:42:06yourself using that why and so that
10:42:09feedback story I can that pitch is more
10:42:10of a conversation rather than just
10:42:13>> blurting words at them
10:42:16>> please bro like [ __ ] what 11 hours in
10:42:20now surely surely by now
10:42:25you're like dude it took me a two months
10:42:28to film this in and amongst traveling
10:42:31between all the [ __ ] workshops that
10:42:33we run to do this with people in person,
10:42:36not on [ __ ] YouTube cuz you're not
10:42:38face it. You're not actually [ __ ]
10:42:40doing anything. You're just watching
10:42:41this and go, "Oh, this is you." You're
10:42:42not even taking notes. God forbid. I
10:42:44know [ __ ] none of you are actually
10:42:46doing this. You're just like, "Oh, this
10:42:47this is useful." There's I had this
10:42:49saying that um I can't remember who told
10:42:51it to me. Maybe I actually came up with
10:42:53it. It was there's equity in knowledge,
10:42:56there's liquidity in action. And so what
10:42:58that means is sure this video and
10:43:01knowing everything that's in it is
10:43:02valuable. You don't actually [ __ ] get
10:43:04any money in the bank until you build
10:43:05it. So if you want to build this with us
10:43:07in two days in person and then have us
10:43:09hold your hand for 6 months afterwards
10:43:11where our team responds [ __ ] within
10:43:13that hour most of the time to your
10:43:15school post and that's if you don't want
10:43:16to use any of the 50 [ __ ] support
10:43:18calls a week where we like hop on Zoom
10:43:20with you remote control your mouse then
10:43:22please click one of the links in the
10:43:24description and save your seat for our
10:43:26workshop. So yesterday you went through
10:43:29this and this is a good little
10:43:30>> Mhm.
10:43:31>> segue for the close. I had a sales call
10:43:35yesterday straight after.
10:43:37>> Mhm.
10:43:37>> And it was a to promote more more of
10:43:41their service based business was a
10:43:42childare center.
10:43:43>> Oh yeah.
10:43:44>> And they there was the business owner
10:43:47and they already had an in-house social
10:43:48media manager and everything looked good
10:43:51but I didn't get the close. I went
10:43:53through the wires and the then ws and I
10:43:56gave them all the way down. They were
10:43:58interested in the the group um package.
10:44:02>> Mhm.
10:44:02>> Uh but they still needed to go away and
10:44:04think about it.
10:44:05>> Mhm.
10:44:06>> And I asked them I was like is it a
10:44:08price or is it a product thing?
10:44:10>> Um they said it wasn't the product it
10:44:13was the price and the price was more
10:44:17>> they needed the cash flow to put into
10:44:19something else at the time.
10:44:20>> Mhm. How would you solve that specific
10:44:23objection?
10:44:24>> Yeah. So, like that specific instance
10:44:26has
10:44:27>> and I mentioned the payment plans by the
10:44:28way.
10:44:29>> Yeah. There's a couple different ways
10:44:30you can do it. Like one of the ways that
10:44:31we do that is asking like what did you
10:44:33expect this to cost? And if they were
10:44:36like let's say your offer is like $5,000
10:44:39and I thought it' be more in like the $3
10:44:41$4,000 range. You be like all right
10:44:43cool. This is just like $1,000
10:44:44difference, right? So like can you see
10:44:46that being worth like the extra $1,000?
10:44:48And then you just talk about that delta
10:44:50between what they were expecting. If
10:44:51they come in and they're like, I thought
10:44:53it'd be like a thousand bucks. Then what
10:44:54we would do is we chase the problem
10:44:56upstream and go, what did I say that
10:44:59made this imply that I'm [ __ ] poor
10:45:01and this doesn't work, right? Like did I
10:45:03did I you and by the way that happened
10:45:05like I had it seems so obvious, but like
10:45:08I had this one member and he was like,
10:45:10"Man, all of my [ __ ] leads are
10:45:12broke." And then I read the first
10:45:14sentence of his ad. And I'm like, you
10:45:16wrote get shredded or get your money
10:45:18back. What did you think that was going
10:45:20to attract Adriano? Like what kind of
10:45:24like if you wrote get like lose 10 kilos
10:45:27or get your money back? Like obviously
10:45:30they had implied people they had no
10:45:31money and we're just going to [ __ ]
10:45:32try and get their money back, right? And
10:45:35so you look at the messaging and go like
10:45:37did my landing page look like trash and
10:45:39then they just thought it was like
10:45:40really [ __ ] shitty? Like you look at
10:45:42everything like in the
10:45:44>> language and the branding
10:45:46>> the branding and the language.
10:45:47>> Yep.
10:45:47>> Yeah.
10:45:48>> Yeah. For sure.
10:45:48>> Okay.
10:45:49>> Yeah. It's it's a big one, but it's
10:45:52getting more and more of those uh
10:45:54frequently. For example, you definitely
10:45:56want to chase it upstream before it gets
10:45:58worse.
10:45:58>> Yeah. Like if you get a recurring theme
10:46:01in objections.
10:46:02>> Yeah.
10:46:02>> It's just like, all right, well [ __ ]
10:46:04clearly we should talk about that in
10:46:05here.
10:46:06>> So if you're getting a lot of like like
10:46:08I don't know who Sev is, I don't know if
10:46:09Sev's credible. This should be a whole
10:46:11[ __ ] email about Seth credible.
10:46:13>> Who is it?
10:46:13>> Yeah. Like one of our things was like I
10:46:16asked all of this is
10:46:18>> would have been about a year ago now. I
10:46:20asked all of our members in a workshop
10:46:22>> just selfishly and I told them hey just
10:46:24selfishly so I can improve my marketing
10:46:26when you guys were going through our
10:46:27funnel like what was going top of mind
10:46:29for you and a bunch of people said um I
10:46:32saw all the testimonials and then just
10:46:34like variations like did you just
10:46:36cherrypick them? Like how bad can it
10:46:38really get? And so I asked everyone, I'm
10:46:39like, who here was thinking like, "Yeah,
10:46:41all your testimonies are great, Brandon,
10:46:42but how bad can you really [ __ ] me on
10:46:44this deal?" And like the whole room
10:46:46raised their hand. I went, "Oh, okay,
10:46:47cool." So I did a loom where I went
10:46:49through all of our worst reviews. And it
10:46:52was like the survey monkey they complete
10:46:54at the end of the day two workshop. And
10:46:56so I went through like, look, this
10:46:57person gave us a four out of 10. Like
10:46:59what did they have to say? And it wasn't
10:47:01like Brandon's a [ __ ] scam artist. It
10:47:03was like, I'm not very good with
10:47:04computers. I kind of struggle with the
10:47:06technical stuff. I wish I I wish I knew
10:47:08that. like up front, right? And then I
10:47:10ran that that's like the first email in
10:47:12our nurture sequence. It's on the
10:47:13confirmation page, too. And then I asked
10:47:16people like months later. I was like,
10:47:17"Hey, when you enrolled, did you watch
10:47:18that video?" And everyone was like,
10:47:19"Yeah." And like, "What do you think?"
10:47:20They're like, "Yeah, I thought it was
10:47:21really transparent. Like, it was really
10:47:23good for setting expectations." And so,
10:47:25whenever you're getting like a recurring
10:47:26objection over here, that's a big
10:47:28indicator that like, let's make an email
10:47:30n sequence about it or let's put
10:47:32something on the landing page or let's
10:47:33talk about it in the ads. And you chase
10:47:34it upstream.
10:47:35>> Yeah. But you also chase you upstream
10:47:37from all the way from closed people as
10:47:39well that have done your thing. Um, how
10:47:42important how much of an impact has that
10:47:44helped with your optimization?
10:47:46>> I can't remember the exact statistic,
10:47:47but it lifted all of our show rates and
10:47:49close rates and stuff like that.
10:47:50>> That's amazing.
10:47:51>> Yeah.
10:47:51>> Yeah.
10:47:52>> Again, it takes a while to to grow to
10:47:54that.
10:47:55>> Exactly. Right. And like like I was
10:47:56saying earlier, like the further down
10:47:58the funnel, the longer it takes. So like
10:48:00that was like months like months of c
10:48:02years of customers until I got that and
10:48:04oh, I'll put it here. Yeah, you can't
10:48:05start obsessing with the uh downstream
10:48:08optimization until you've bought an
10:48:10upstream to begin with, right?
10:48:12>> Yeah. Like for example, like we're
10:48:13optimizing for like one of the things
10:48:15we're optimizing for is like case
10:48:16studies.
10:48:17>> Like I know the age range of the people
10:48:18that give testimonials.
10:48:19>> Yeah.
10:48:19>> So like we optimize our ads for it.
10:48:22>> Yeah. Yeah.
10:48:24>> Um
10:48:24>> so once we've got the tie down questions
10:48:26and everything, obviously you've got the
10:48:28onboarding and the admin which you need
10:48:30to do immediately after. Is there
10:48:32anything else in here? only then I would
10:48:33look at lead quality. So if you're doing
10:48:37all of this correctly like and I'm
10:48:39watching the sales calls recorded I'm
10:48:41like yeah you actually [ __ ] did it.
10:48:43Only then would I look at lead quality
10:48:45because what happens all the [ __ ]
10:48:48time is you get sales reps like the
10:48:49leads are [ __ ] I'm like no you just
10:48:51[ __ ] didn't follow the script at all.
10:48:53Right. And then you just went to this
10:48:54[ __ ] I think I talked about like the
10:48:56mad [ __ ] curve. Tim learned it from his
10:48:58old boss. So like if this is like the
10:49:02sales process when you start doing well
10:49:05or not even [ __ ] doing well just like
10:49:083 days pass you start changing the sales
10:49:10process and then like you look at your
10:49:14sales process 30 days later it's this
10:49:16massive [ __ ] delta here it's like no
10:49:18[ __ ] it didn't [ __ ] work. You just
10:49:19like went off script a little bit more
10:49:21every single [ __ ] day. It's kind of
10:49:23that analogy of like if you're a ship
10:49:25and you're off course by like one
10:49:27degree, you end up in [ __ ] Antarctica
10:49:29or some [ __ ] like that, right? And so
10:49:31you look out for the mad [ __ ] curve, you
10:49:33make sure like honestly like whenever
10:49:35Tim's or announced Jack, but whenever
10:49:37Tim was coaching the sales rep, all he
10:49:39was doing was just like did they do this
10:49:40part of the process? Did they say this
10:49:42sentence? Did they do this part of the
10:49:43process? And all sales management is all
10:49:46it [ __ ] is is just repeating getting
10:49:48them to do the same thing over and over
10:49:50and over and over and over again over a
10:49:52large enough sample size of data because
10:49:54sometimes you have like a bad week but
10:49:56like you're following the process but it
10:49:57has to [ __ ] even out. But once you're
10:50:00at the lead quality thing, that's where
10:50:02I'll start looking at the leads that
10:50:03didn't buy and the language that they
10:50:05use. So very similar to that industry
10:50:07set example I gave before. So if all the
10:50:09leads that don't buy are the ones that
10:50:12are like I just want to be I already
10:50:13make good music. I just want to be
10:50:14[ __ ] Tiesta or some [ __ ] like that.
10:50:16Well then we chase it upstream. We look
10:50:18at ads like all right well our ads are
10:50:20just attracting people that are poor
10:50:22quality leads. Let's just write leads
10:50:24that just discourage them from clicking.
10:50:26So again that example before like
10:50:28Adriana said like I've got all these
10:50:29broke people coming through. I'm like
10:50:31yeah because you said get shredded or
10:50:33get your money back. Let's just not do
10:50:34that anymore.
10:50:37Right. And so like that's why I I've
10:50:39I've harped on about it so much. Like
10:50:41the hook is like the 20%. Like not even
10:50:45[ __ ] that. It's like 1% of your
10:50:47entire [ __ ] marketing message that
10:50:48impacts like all the way to the bottom
10:50:50>> who it's for. No, what you do, who it's
10:50:52for, and uh one proof of concept, right?
10:50:56>> What do you mean?
10:50:57>> So to to go upstream, for example, to
10:51:01get a better lead quality,
10:51:03>> the lead quality needs to know, are they
10:51:05the right fit? Because you've explained
10:51:07Yeah. And then you turn away the wrong
10:51:08person, right?
10:51:09>> And then what you do.
10:51:10>> Yeah. Yeah. Yeah.
10:51:11>> So they're not going, "Oh, I thought
10:51:13this was something else."
10:51:14>> And then also they're not checking your
10:51:16background as much cuz you already got
10:51:18the proof of concept.
10:51:19>> Well, then you got to like turn away the
10:51:21wrong people, right? So
10:51:23>> you you you're constantly doing a test,
10:51:25which is like if I just read the first
10:51:27sentence of this ad,
10:51:29>> would people that are broke and don't
10:51:31have money, would they go, "Oh, this
10:51:33looks like it's for me."
10:51:34>> A business owner. Um, if you're a
10:51:36business owner, you can barely be broke.
10:51:38But
10:51:38>> the barriers to be a business own
10:51:40business owner, they're [ __ ]
10:51:42non-existent.
10:51:43>> Successful business owner.
10:51:45>> Yeah. Like anyone can [ __ ] start a
10:51:47business. I don't know why people get so
10:51:48stuck on like starting a business. It's
10:51:50so [ __ ] hard. Like easy. I mean, like
10:51:52you just [ __ ] register an ABN and
10:51:53then just tell people great, you started
10:51:55business. It's like getting sales and
10:51:58doing all this. That's the hard part.
10:52:00Um, so that is what optimization looks
10:52:03like. So with the close rate, number one
10:52:06thing is like they're consulting more
10:52:07than they're being a therapist. Second
10:52:10thing is like they're not asking good
10:52:11questions. Third thing is they're not
10:52:13doing tie down questions in their sales
10:52:15process in the actual feedback story
10:52:17arc. Only then will I look at lead
10:52:20quality and then what we do is we look
10:52:22at the language that the poor lead
10:52:24quality used. You can even like get the
10:52:26transcripts feed them to claude and [ __ ]
10:52:28like that. say these people bought these
10:52:29people didn't buy and then find the
10:52:31differences in their language like and
10:52:33then we just change the messaging along
10:52:35the way. So if we find that in the
10:52:38industry sets example the best leads are
10:52:40focus on making better music but change
10:52:42the messaging to be about making better
10:52:43music not about playing at this music
10:52:46festival because everyone wants to play
10:52:47at that music festival. Now that we
10:52:49understand the overarching theory this
10:52:51is what it actually looks like in my
10:52:52personal ad account. All right cool. So,
10:52:54now that we've covered that on the
10:52:55whiteboard, like what does it actually
10:52:57look like on the interface? Now, one key
10:53:00kind of I suppose disclaimer when it
10:53:02comes to optimizing. Um, I in my opinion
10:53:07don't think there are any like hard and
10:53:09fast rules on things. So, not often, but
10:53:13sometimes you'll hear me say something
10:53:15that like the next month I'm just not in
10:53:16the [ __ ] mood for it. And so, I'll be
10:53:18like more aggressive and experimental in
10:53:20some months than I will be in other
10:53:22months. So, just use that frame as a
10:53:25lens to look at all of my [ __ ]
10:53:27opinions on this stuff, right? So,
10:53:29here's my one campaign. Now, as a
10:53:32general rule of thumb, I always look at
10:53:33the last 30 days of data. And I've got
10:53:37this set up so I can see cost per lead,
10:53:39cost per schedule. More often than not,
10:53:42what I'll suggest most people use is
10:53:44there's so many different [ __ ] views,
10:53:46but I always really just encourage them
10:53:48to use performance and clicks because
10:53:50from performance and clicks, we can see
10:53:52the cost per the result that we're
10:53:54optimizing for. We can also see link
10:53:59CTR. This is the one that I'm talking
10:54:00about, the CTR, link click rate. There's
10:54:02a CTR, see the CTR. Oh, we don't want
10:54:04that one. Um, and then you also got like
10:54:06CPM there as well. So, I've got this
10:54:09leads and appointments custom kind of
10:54:12view, though. So, let's look at this
10:54:13one, right? So, here's my one campaign.
10:54:17Here are all of my different adsets.
10:54:19Now, what we do is we look at the last
10:54:2130 days and we just look at outliers.
10:54:24And so, I'd look at this campaign here.
10:54:27Okay? So, this one here, the last 30
10:54:29days, this one is really [ __ ] blowing
10:54:31us out, right? So, the average cost per
10:54:34schedule here is $1,242.
10:54:38That's, you know, like 30% higher than
10:54:40our This [ __ ] thing's in the way, but
10:54:43$900
10:54:45$924, right?
10:54:48Let's look at what's going on here. So,
10:54:50what I would do is I'd go into this
10:54:52adset. I might have already made some
10:54:54adjustments. I bet I [ __ ] have. Then,
10:54:56I'd sort by schedule. Actually, I go by
10:55:00amount spent is usually what I do. And I
10:55:01see what's sucking up all the budget. So
10:55:04you can see this one here. I've already
10:55:05turned it off.
10:55:06>> Why would it be sucking up the budget?
10:55:08>> I don't [ __ ] know, man. Like Facebook
10:55:10just like Facebook just like looks at
10:55:13everything goes, I feel really [ __ ]
10:55:15good about this one. So let's talk about
10:55:17this one. So Georgia Summit testimonial.
10:55:19So the cost per schedule for the $8,000
10:55:22it spent was $2,000. Right now, when one
10:55:26of the questions that comes up is when
10:55:28should you like call it on something?
10:55:31Now, let's say rather than having four
10:55:36schedules for $2,000, it was only one
10:55:39schedule for $1,000. That's still higher
10:55:42than the like $900 cost per schedule,
10:55:45but if it got another lead like
10:55:47tomorrow, it would cut in half to 500.
10:55:50So, it's kind of this like gambling game
10:55:53of like how how much like like runway do
10:55:56you want to give it? Because let's say
10:55:58it got to let's say it only had one
10:56:00schedule for $2,000. Well, if it cut in
10:56:03half, it go down to a,000 and then if it
10:56:05got another one the the next day it'd be
10:56:06down like 700 or something like that,
10:56:08right?
10:56:09>> Based on the stocks. Have you ever
10:56:11traded stocks before or crypto?
10:56:14>> Crypto every week, but yeah. Well, you
10:56:15know how you got that uh that bottom bit
10:56:18where it's like sell if it gets down to
10:56:20this point?
10:56:22>> Yeah. It's kind of like,
10:56:23>> can you sell that? Can you set up it
10:56:24like that?
10:56:25>> I think you can. I never [ __ ] do it
10:56:26though cuz I'm kind of a burner when it
10:56:28comes to tech. But now I've I've spent
10:56:31like $8,000. Like now if it got five, if
10:56:33it hit a fifth schedule, it's doing [ __ ]
10:56:35all right. So I've called it on that
10:56:37one. I've also called it on this one as
10:56:40well. Right. So it spent $6,000. It got
10:56:43four schedules, but it I had it only got
10:56:45schedules every $1,500.
10:56:48>> Now, I can start looking at this one
10:56:50here, right? So,
10:56:52>> home services super cut with me at the
10:56:54start. It's got a link CTR of what's
10:56:58this? 0.59.
10:57:00>> So, it's half my um average cost. Sorry,
10:57:05average link CTR here. So, I'm going to
10:57:07[ __ ] kill this one as well.
10:57:09>> You have to be silent while it's
10:57:10working, bro.
10:57:12>> Yeah. else market's annoyed. This one
10:57:15$1,000 that one. All right, I'm going to
10:57:18leave it. It's a little bit higher. This
10:57:21one This one's [ __ ] cooking. Wish it
10:57:23spent more here. Oh my god, my internet
10:57:24connection's lost. Jack, that one's
10:57:26cooking. Leave it. That one's
10:57:29>> So that I can see that the 1.17 that's
10:57:31above that's a
10:57:33>> Yeah. So that's an outlier, right?
10:57:34>> Right.
10:57:35>> Let's look at Mil August burnt by
10:57:38agency. That one's [ __ ] cooking.
10:57:40Mid dude two they interviewed. That
10:57:42one's [ __ ] cooking.
10:57:43>> You agency. It's always working.
10:57:45>> Surprise. This one's still [ __ ]
10:57:47cooking. Ah, Tiffany. I don't know why,
10:57:50but it doesn't show a lead there.
10:57:53Sydney,
10:57:54what about these ones? Sam
10:57:571,124. See, I'd leave this one because
10:58:02if it got another lead, like tomorrow,
10:58:03we'll cut in half to 600.
10:58:05>> And how often do you check this
10:58:06yourself? Um, like once a week.
10:58:09>> Once a week, I think that's all. Um, I
10:58:12deliberately didn't check it last week,
10:58:13so I'd have a little bit more data. This
10:58:16one, I'd leave that one. Decent CTR,
10:58:19decent cost per lead, just hasn't
10:58:21attributed any schedules yet.
10:58:23>> Yeah. I'm I'm literally like the way
10:58:24that I'm interpreting this is that is
10:58:27significantly lower than one.
10:58:29>> Yeah.
10:58:30>> Then it
10:58:31>> Yeah. See, like this one here, Isaac,
10:58:33online fitness coach. Then still, it's
10:58:34only spent like $500 relative relative
10:58:38to the less of the campaign. I'm not
10:58:39feeling too [ __ ] scared about that
10:58:41one. But now we can start looking down
10:58:43here. Like this one spent $500, no
10:58:45leads,
10:58:47>> right? 0.88.
10:58:48>> Does it tell you where how long it's
10:58:50been going for or is that metric?
10:58:52>> You can work it out based on like
10:58:53[ __ ] with the date range like that.
10:58:55>> Well, I mean, if it's if it's a 30-day
10:58:57last 30 days.
10:58:58>> Yeah, like this one 0.88. I'm probably
10:59:00going to kill that one. It spent $500
10:59:02and got no leads. It should have gotten
10:59:04at least one by now if it had a $328
10:59:06average. So, I'll kill that one.
10:59:09>> And do you Is that now buried? You'd
10:59:11never use that again.
10:59:13>> No. Like sometimes it's weird. E like
10:59:15that Georgia ad before that was [ __ ]
10:59:17cooking before.
10:59:18>> Yeah, that was what I kept seeing
10:59:20online, but I also have a wedding
10:59:22photography business.
10:59:23>> Yeah,
10:59:23>> it was probably me doing
10:59:24>> I probably sold all the wedding
10:59:25photographers in Australia. Let's look
10:59:28at these ones. So, this one spent 250
10:59:30bucks. No leads. Leave it. This one's
10:59:32spent $189.
10:59:35Got two leads. That's doing well. That
10:59:38one's doing well. 100 bucks. 50 bucks.
10:59:41The rest of these ones just haven't
10:59:42gotten enough [ __ ] juice yet. So,
10:59:44I'll leave these ones.
10:59:45>> These are like the more fresh ones.
10:59:47>> Not necessarily. Sometimes Facebook just
10:59:49doesn't feel that confident and they
10:59:50just won't [ __ ] spend that much
10:59:51money.
10:59:52>> And you're confident on Facebook's
10:59:54ability to
10:59:55>> Confident is not the word, but what
10:59:59happens happens. Um, all right. Let's
11:00:01look at another one. So now we can say
11:00:03that we've optimized that one, right?
11:00:05We've cut the performers to focus on the
11:00:08ones that are doing well. Let's look at
11:00:12this one next. Warm skepticism of
11:00:14Brandon ads. So this one's another
11:00:15$1,200 outlier. Same thing. Sort by
11:00:20amount spent, high to low. All right, so
11:00:22let's look at these ones, right? I
11:00:24probably turned a couple of these off
11:00:25already. So this Reese ad got schedules
11:00:27for 700 bucks. I've turned off this one
11:00:30and this one because that was that one's
11:00:32[ __ ] tanking, right? If that one cut
11:00:33in half, like the cost per lead was
11:00:35already above that, right? So, if the
11:00:38cost per schedule cuts in half, it's
11:00:39only going to cut in half down to 1,200.
11:00:42This one, this one was working really,
11:00:43really well in the past, but now
11:00:45eventually it's been fatigued. Making
11:00:47fun of that competitor is still working.
11:00:49What a surprise. This one's still little
11:00:52bit high. Not freaking out about it,
11:00:54though. Like, it's below our cost per
11:00:56lead. The amount of videos you put into
11:01:00ads is far outweighs the amount of
11:01:03organic videos you make. Y
11:01:05>> but most people that make ads barely put
11:01:08out five videos at a time. Um again
11:01:12going back to the whole battle of more
11:01:14ad spend or more creative. You said up
11:01:17to 12 initial
11:01:19>> up to 12 minimum 12.
11:01:21>> Minimum 12. Yeah. So, minimum 12
11:01:23creatives to be able to do this sort of
11:01:25data reflection to see what can rip in
11:01:27the next batch, right?
11:01:28>> Mhm.
11:01:30>> This is a very good example of what I
11:01:32was talking about, that curious versus
11:01:34committed thing.
11:01:34>> Mhm.
11:01:35>> So, see here, the link CTR is like 5%.
11:01:38That's [ __ ] skyhigh, right? But the
11:01:40cost per lead is three times higher
11:01:45>> than our average there. So, what's this
11:01:47one? So, you look at it, right? It's
11:01:49like this news article. Now, what I was
11:01:51trying to test here was like just
11:01:52showing the workshop combined with like
11:01:56us being at Forbes, does that build
11:01:57trust? But maybe, and it's pretty solid
11:02:00hypothesis, maybe people were clicking
11:02:02that expecting to go to the article,
11:02:05>> right? And then they went to the
11:02:06application page and so like heaps of
11:02:08people clicking through for the article,
11:02:10>> but then like [ __ ] all people
11:02:11converting, right? And none of those two
11:02:13people scheduled either. Let's look at
11:02:16this one. So, April post workshop
11:02:18handshakes. This isn't going to work.
11:02:20So, really high link CTR, but really
11:02:23poor conversion rate, right? So, we
11:02:25killed that one. That one's probably the
11:02:27same as that one where like the the
11:02:29language is very like curious.
11:02:32>> This one's cooking.
11:02:35This one's cooking.
11:02:38This one's like a little bit higher,
11:02:40right? April postworkshop interviews.
11:02:45Slightly higher link CTR, slightly
11:02:48higher cost per lead. I'd probably just
11:02:50leave it for a little bit longer. It's
11:02:51only spent like $1,100.
11:02:55This call center one tanked. I thought
11:02:57it' do really well.
11:02:58>> Cool. And then the rest of these ones
11:03:00I've only spent like a couple hundred
11:03:01bucks, right? Cool. So now we can say
11:03:04we've optimized this main skepticism of
11:03:07branded one. This warm up upcoming dates
11:03:10one. Now this one's doing really really
11:03:12well. like $500 cost per schedule.
11:03:15However, the knee-jerk reaction would be
11:03:18to spend more on this one. However,
11:03:21because it's just like the upcoming
11:03:22dates, it's a very like kind of small
11:03:24pocket. I might push it up a little bit.
11:03:27But nah, see they're all getting cost
11:03:31per schedule like 500 bucks, 400 bucks.
11:03:34Like that's really good. The problem
11:03:36with this one, like with these warm
11:03:38adsets, is you can't gas them too hard
11:03:40because the warm audience is only I
11:03:43think it's like a 100,000 people, which
11:03:45for most people's like their [ __ ]
11:03:47cold audience to be honest, but like in
11:03:49my scheme of things, that's a like a
11:03:51pocket audience. So, I can only really
11:03:52spend $2,000 $3,000 a day there. If I
11:03:56start pushing the budget on this one,
11:03:58it's just going to exhaust that
11:03:59audience. Now, on that note,
11:04:01>> what does that mean? Yeah, like if we
11:04:02look at performance and clicks and we
11:04:04look at frequency,
11:04:06this number here, right? So if we look
11:04:08at the frequency here for the last 30
11:04:10days, these people have seen it like six
11:04:14times. Whereas these cold ones, see like
11:04:18this one here, ads I want to force
11:04:20budget on to, it's only been got a
11:04:21frequency of like two. Like our
11:04:23frequency is really [ __ ] high because
11:04:25we're spending so much on ads, right? So
11:04:27if we're in a cold audience, like let's
11:04:29look at Yeah. Yeah, let's look at this
11:04:31one. Right.
11:04:33So, this cold audience has a frequency
11:04:36of 3.2, right? Which probably indicates
11:04:39like these people are getting fatigued.
11:04:40Is I think if you go into the changes, I
11:04:42actually reduced the budget of this one,
11:04:45right? Because they'd seen it so many
11:04:47[ __ ] times, like on average three
11:04:49times in the last 30 days, which might
11:04:50not seem like a lot, but in the grand
11:04:52scheme of things, it's quite a lot.
11:04:53Generally speaking and like if you have
11:04:56a frequency above two on a cold audience
11:05:00it means like dial the budget back a
11:05:02little bit. You will see like for
11:05:04example this warm one here
11:05:07seen it like 5.4 times but that's
11:05:09because it's retargeting audience right
11:05:10but that's again what I'm talking about
11:05:12with here this one here this warm
11:05:14upcoming dates one nearly seven times.
11:05:16So, if I start pushing the budget on
11:05:17that one more, that's going to create
11:05:20that ad fatigue that we spoke about.
11:05:25Uh, let's look at
11:05:27even this one. See, like 5.72
11:05:32April 2026 ads. I just introduced some
11:05:34more ads here. Actually, what we can do,
11:05:37let's look at So, I added some ads on I
11:05:40think Sunday night to this ad set. So,
11:05:44let's look at these ones. So let's go
11:05:46from amount spent this one two minute
11:05:50story that one's cooking a little bit
11:05:52higher but it's doing some decent volume
11:05:54Patsy. So this one with Patsy here at
11:05:56our two-day workshop got one schedule
11:05:58for like five grand. So we killed that
11:05:59one. This one's getting schedules for
11:06:02$793 559. Paty Brand is only part of the
11:06:07team. Now, this one we might look at
11:06:101.1%
11:06:12slightly higher cost per lead.
11:06:16I might leave that one for now. Cut to
11:06:19pancy. That one's doing a little bit
11:06:21worse.
11:06:23400.
11:06:25All right. Now, let's look at this one.
11:06:27Right. So, 2.3% link CTR, but no
11:06:33conversions. So, we might look at this
11:06:34and go, for whatever reason, people
11:06:36aren't very convinced by this one.
11:06:39So, we might kill that one.
11:06:41>> How much of it are you testing
11:06:44new ideas and stuff versus your core
11:06:48like word of mouth sort of
11:06:50>> um
11:06:52hard to give a wellthoughtout answer
11:06:55onto that one. It's just like however it
11:06:56comes up to be honest.
11:06:57>> Yeah. Like I don't go, me and Aiden
11:06:59don't sit down and go, "All right, we
11:07:01need I mean generally speaking, we don't
11:07:03go all right, we need 10 of like our
11:07:05core message and then like 12 of like
11:07:08this this new one and what are those new
11:07:09ones going to be?" It's usually just
11:07:11like we riff on camera and then we'll
11:07:12kind of just come up with it on the
11:07:13spot.
11:07:14>> Yeah,
11:07:14>> this one's got an insane high CTR.
11:07:18Um and then the rest of these ones,
11:07:19they're kind of fun, right? These ones I
11:07:22would have uh added like on the weekend
11:07:24that just haven't got a whole lot of
11:07:25spend yet. This one got a lead for 25
11:07:29bucks. Leave that on.
11:07:32Yeah, like these ones are just like
11:07:33trickling through some budget right now.
11:07:36And that's pretty much the process. It's
11:07:37just like you let it run 30 days and
11:07:40then you just look at the outliers and
11:07:42then you you just kill outliers so you
11:07:44can focus on the other ones.
11:07:46>> But then you grab the good outliers and
11:07:48put them back into the potential read.
11:07:52Well, then let's go through like let's
11:07:53say me and Aiden had to we wanted to
11:07:56come up with new new ad ideas, right?
11:07:58So, what I would do is
11:08:01>> I'll just go like that. I get all my
11:08:03[ __ ] ads that are doing best for the
11:08:05last 30 days. Go to the ads. You can see
11:08:07I've got [ __ ] 288 ads active. I'd
11:08:11sort by amount spent like low high to
11:08:13low. So, this one's done the most,
11:08:16right? So, some I'd look at this ad and
11:08:19I'd look at it through the rule of one,
11:08:21right? So remember one idea, one story,
11:08:23one promise, one emotion and I'd listen
11:08:26to what Paty says in this ad and I go,
11:08:29"All right, how like let's just say the
11:08:31same thing again in another ad or
11:08:33something adjacent to it." Right? So if
11:08:35I listen to this one,
11:08:36>> based business owners, we're here at our
11:08:38two-day workshop where we teach service
11:08:40based business owners how to run their
11:08:42own paid digital ads. Realistically, you
11:08:43could.
11:08:44>> So it's basically just like the first
11:08:46six seconds is like we're at a workshop
11:08:48and we teach business owners this. Then
11:08:50what I do is I look at this one. I go
11:08:52maybe we want to do more carousels. Then
11:08:54if I look at this one, this one's a good
11:08:56one, right? It's doing a lot of heavy
11:08:58lifting. So remember the rule of one is
11:08:59one story, one promise, one idea, like
11:09:02all that stuff. This one's a story.
11:09:04>> You started a service based business
11:09:06because you actually have a useful
11:09:07talent to contribute to the world.
11:09:08You're not one of these e-commerce drop
11:09:10shipping dorks that just drop ship
11:09:11something off team.
11:09:12>> Right. So in this one, I'm just telling
11:09:14a story of like what happens when you
11:09:15start your business and you end up
11:09:16relying on word of mouth. And so that
11:09:19one's doing really well. And so you look
11:09:20at all these like positive outliers, the
11:09:23ones that are doing all the heavy
11:09:24lifting, and you just look at it through
11:09:25the rule of thumb, like what was the
11:09:26idea in this ad? What was the story in
11:09:28this ad? What was the emotion in this?
11:09:30And you just replicate that.
11:09:32>> Okay.
11:09:32>> Any other questions?
11:09:35>> No, I think for me looking at all of
11:09:37this at a glance still feels like
11:09:41hieroglyphics, but
11:09:43>> the main thing I'm noticing or learning
11:09:45is,
11:09:47>> you know, that number's good. And then
11:09:50>> to that. Yeah.
11:09:51>> Yeah. And then when to when to kill it
11:09:55off. Obviously, this is a campaign or is
11:09:57it one specific video?
11:09:59>> This is just one specific
11:10:02>> 50 grand in one video. Wow.
11:10:04>> That's pretty much what it is. It's just
11:10:05like you look at the outliers like, "All
11:10:06right, that didn't work. Don't do that
11:10:08again." But you look at the ones that do
11:10:10work that are doing all the heavy
11:10:11lifting, like we'll just do more of
11:10:12that. So again, it's just like kill
11:10:14non-performers when you've given them
11:10:16enough chance to perform and then just
11:10:18repeat successful performers
11:10:20>> just like stuff
11:10:21>> pretty much. Yep. You're just firing
11:10:23ads.
11:10:24>> Cool. Serves ads have actually been
11:10:26running for a week now. So it's been
11:10:27about seven days of data. Not much data,
11:10:29but we want to see what the early signs
11:10:30of life are. So I'm going to FaceTime
11:10:32him, give them a little bit of a checkin
11:10:33and see how things are going.
11:10:36>> Yo.
11:10:37>> Yo, what's up?
11:10:38>> You be proud of me, man. I'm filming
11:10:39that.
11:10:40>> Oh, very good. That was what I was going
11:10:42to ask you to do next. It's been a week
11:10:43now. So, how have the ads gone so far?
11:10:47>> Yeah. So, uh yeah, been a week. 1,400
11:10:50spent. Uh we had five sales calls and
11:10:55I've closed three of them.
11:10:57>> Oh, sick.
11:10:57>> And yeah, so yeah, 2500 each. So 7,500
11:11:03uh back uh to me. So yeah,
11:11:08>> 1,400 spent. 7500.
11:11:10>> Yeah. Six. to 5.3x.
11:11:12Do you know what the What was the show
11:11:13rate?
11:11:14>> Let me just get it up. I've got it here.
11:11:16I've been like obsessed with this [ __ ]
11:11:18cuz you [ __ ] tell me to.
11:11:21>> Show rate is five. No show is four.
11:11:25>> Yeah.
11:11:26>> So, out of nine. Yeah. Five out of nine.
11:11:29>> 55 is in show.
11:11:31>> Sick. I mean, I'd like to see the show
11:11:33rate get to Oh, we didn't even have SMS
11:11:36set up at the start, did we?
11:11:38>> No, we didn't. Okay,
11:11:39>> now it's set up.
11:11:41>> Yeah, sick. What I'd want to see is the
11:11:44show rate get to like 70%. What I would
11:11:47do is leave everything as is for at
11:11:49least another week or two because it's a
11:11:51week of data. It's a good week, but
11:11:53still like small sample size. Let it
11:11:55cruise. Don't touch anything really for
11:11:59like at least a week or two.
11:12:01>> The the pixels weren't set up, so we set
11:12:03up the pixels.
11:12:04>> Yeah, that's done now. the conversion
11:12:06tracking. You've got a 140 cost per
11:12:09schedule. So, that's pretty [ __ ]
11:12:10good, actually. Let everything cruise
11:12:13for another two or 3 weeks. And then
11:12:16what you want to do is you just f you
11:12:19just find which number is like easiest
11:12:20to push up. It will probably
11:12:22>> Do I do I put more ads into the bucket?
11:12:26>> No, not yet.
11:12:27>> But I can film them, right? Obviously
11:12:29can film
11:12:30>> film them and have them ready to go. So
11:12:32far it looks like you the one that's
11:12:34doing I mean like
11:12:36>> it's not
11:12:37>> Yeah. It's not a [ __ ] surprise. It's
11:12:39like get more organic leads hate being
11:12:41on camera. So film more ads around that
11:12:44direction.
11:12:45>> Yeah. Well, I noticed that like the two
11:12:47outliers that are doing well. Um I
11:12:50mentioned the customer first. We had a
11:12:52student or we had a person. So that
11:12:54we're doing that. We've been spamming
11:12:55that as well.
11:12:56>> Oh the committed. Oh yeah, that was the
11:12:58committed language that we said. I said
11:13:00like mention a customer.
11:13:02>> Yeah. Sick. Okay, cool. Well, I'm glad
11:13:05everything's off to a good start. Just
11:13:06let everything cruise 2 3 weeks and then
11:13:09yeah, like the start of June, that's
11:13:11when you'll know what your a more
11:13:14accurate figure on what your cost per
11:13:16acquisition is. And then you just do the
11:13:17math and like figure out how many
11:13:18workshops you want to sell and it's
11:13:19easy.
11:13:20>> Sweet.
11:13:21>> All right.
11:13:22>> Sick.
11:13:23>> Thanks, bro. Wait. As you've been going
11:13:25through this process, there's probably
11:13:26lots of questions that have popped up.
11:13:28How about how does this work? What do
11:13:29you think about the future? So, we
11:13:31actually asked all of our members at
11:13:33some previous workshops to submit their
11:13:35most burning questions and I answered it
11:13:37for them on stage. Here's what they had
11:13:39to ask me.
11:13:40>> What do you think about um landing pages
11:13:42actually in Claude now? Like where
11:13:45people can actually publish their
11:13:46landing pages, not have to use anything.
11:13:47You're just doing it straight out of
11:13:49like AI platforms.
11:13:51>> Yeah. What I've actually been using
11:13:53Clawude forward landing pages is to get
11:13:55me out of my own head as to how I think
11:13:58landing pages should be built. And so
11:14:00what I like to do is like I have a
11:14:02template that I know does quite well and
11:14:04follows all my principles for physical
11:14:05and psychological resistance. But what
11:14:08I've done and what's been really useful
11:14:10is I get the transcript for my VSSL, my
11:14:13video sales letter, and I just give it
11:14:15to Claude and go based off this
11:14:17information alone, how do you build a
11:14:19landing page for this? And it's
11:14:21interesting to see how it like orders
11:14:24the sections and and then I don't like
11:14:27use that landing page, but I use it as
11:14:29inspiration to add things to my landing
11:14:31page like ah like a section about what
11:14:33like a really common question we get is
11:14:35does this work for my business
11:14:36specifically. And so one of the things
11:14:38that added was like it would scroll
11:14:40through different industries and
11:14:42businesses that we've worked with to
11:14:43immediately close that loop. So I use it
11:14:46for inspiration to edit my existing
11:14:48already wellperforming landing page.
11:14:50They're publishing it actually in claude
11:14:51and they're just sharing that link so
11:14:54they don't even need like a go high
11:14:55level or do you think that's going to be
11:14:58more AI
11:14:59>> based platforms like that?
11:15:00>> I think that's perfectly fine. I'm
11:15:02pretty I know it comes off like um a
11:15:04really push high level. The only reason
11:15:06I really push high level is it it just
11:15:07makes it easier for you guys to get your
11:15:09landing pages and your nurture sequences
11:15:10ready to go. Um but I'm pretty agnostic
11:15:13when it comes to technology. Like I
11:15:15really don't care what you do the
11:15:16clicking and typing in. I just care that
11:15:18you follow the right principles cuz as
11:15:20long if you get two landing pages that
11:15:22look the same, it doesn't matter if it's
11:15:24built on higher level WordPress,
11:15:25Squarespace or Web Flow or god forbid
11:15:28Wix. Like as long as it follows the
11:15:30right principles and then obviously on
11:15:33the back end of that making sure there's
11:15:34all the right nurture sequences and
11:15:36following all the principles there.
11:15:37That's a good question.
11:15:39>> Um I was just wondering if we could
11:15:40answer that question about our social
11:15:42media. We have quite a few videos
11:15:44already. Um, so yeah, I was wondering if
11:15:47we're able to take one that's maybe done
11:15:50really well and then like yeah, monetize
11:15:53that.
11:15:53>> Yeah. So like if organic re for example
11:15:56goes really well, can we repurpose that
11:15:58for an ad?
11:15:59>> The correct answer is you can. Best
11:16:01practice would suggest you shouldn't and
11:16:03there's a better way to do it because
11:16:05typically when you post organic content,
11:16:07you're trying to go as wide as possible.
11:16:09And so what I pretty often see happen is
11:16:12if you just repurpose organic content,
11:16:14it doesn't have a lot of the committed
11:16:16language and principles that you would
11:16:17see in an ad when you're trying to get
11:16:19someone to convert. And so you'll get a
11:16:22really really high link click-through
11:16:23rate on those organic posts that do
11:16:25well, but then the conversion rate will
11:16:27go down. What would be a better
11:16:29suggestion would be you look at why that
11:16:33video went well. And then remember we
11:16:36teach the rule of one. So, one idea, one
11:16:38story, one promise, one emotion, one
11:16:39call to action. The organic is not going
11:16:41to have a call to action, but you look
11:16:42at the other four variables. Idea,
11:16:44story, promise, and emotion. And go,
11:16:46well, what was different about this one?
11:16:49It's an outlier. So, maybe the idea was
11:16:51different. And then you take that idea,
11:16:52and then you film an ad about it.
11:16:54>> Yeah. So like maybe like some of ours
11:16:56like um uh ACL are like very common like
11:17:00obviously getting having a so what some
11:17:02of our videos are like the ones that did
11:17:04really well are like that specific
11:17:05injury.
11:17:06>> Um so like using and like maybe having a
11:17:10look and seeing that's the specific
11:17:11injury and then adding a few of those
11:17:13other like things.
11:17:14>> Correct. Yeah. Because if that did well
11:17:16organically that idea should do well
11:17:18with ads also.
11:17:20>> Okay.
11:17:21>> It's a good question. So my question is
11:17:23almost the opposite of that. If you've
11:17:25got a feed on Instagram or Facebook that
11:17:27you're not entirely happy with the
11:17:29content, what do you recommend doing
11:17:30with that before you start running ads?
11:17:33>> Oh, so like you have a really vacant
11:17:35organic presence.
11:17:37>> Not vacant, just not as
11:17:39>> Oh, that's fine. 2024,
11:17:43I think we posted
11:17:46six times on Instagram. We were just
11:17:49running ads. Um because again remember
11:17:52advertising is dials not switches.
11:17:54There's always things you can be doing
11:17:56to like improve the performance of it.
11:17:58There's still things I'm not doing that
11:17:59I know could improve the performance of
11:18:00it. Um I haven't especially at smaller
11:18:04scale budgets. I haven't seen a less
11:18:08active organic presence impact ad
11:18:11performance because you have to remember
11:18:13most people most not all but most people
11:18:16that see the ad they pretty much just
11:18:18click it and go to the destination then
11:18:20make the inquiry they don't often I'm
11:18:22being careful with my words they don't
11:18:24often go hm before I click this link
11:18:26let's check the lights and see if
11:18:27anyone's home and they go no they're
11:18:30kind of vacant what you can actually do
11:18:32anyone been scammed by drop shipping
11:18:34products for just me.
11:18:39Whenever you get drop shipping ads, just
11:18:41click to the profile and see it has like
11:18:43seven [ __ ] likes on the Facebook
11:18:45page. It's just a burner account. Still
11:18:47work to a degree. Again, does not
11:18:49switches. I wouldn't lose sleep over
11:18:53impacting your ad performance.
11:18:55>> All right. Thank you.
11:18:56>> That being said, me posting more
11:18:58regularly both on Instagram and YouTube
11:19:00has at scale we've noticed positive
11:19:03uplifts. But the thing with marketing as
11:19:05well is
11:19:08like you get all these [ __ ] marketing
11:19:09nerds that talk about attribution and
11:19:11all this [ __ ] Marketing isn't as
11:19:13clearcut as like I saw this ad and then
11:19:15I converted on this landing page and
11:19:17then I became a customer. It's not like
11:19:19that. It's like you saw me [ __ ] 100
11:19:21billion times before. Like you might
11:19:23have converted on this one ad, but was
11:19:25it truly that ad or was it something
11:19:27that I said last week? It's kind of
11:19:29this.
11:19:31All right. So, no, I'm not going to go
11:19:34that far into like [ __ ] human
11:19:36consciousness, but
11:19:39it's not just one ad that got you over
11:19:41the line necessarily. So, if I go back
11:19:43to that example before where we had
11:19:45people that
11:19:47uh opted in because they saw I won an
11:19:49award. If they just saw I won an award,
11:19:51sure, maybe some of them would have
11:19:52opted in, but it wasn't just they won
11:19:54the award. It was that and they agreed
11:19:56with everything that I said beforehand I
11:19:57saw in previous ads. It's you have to
11:20:00consider again marketing is an argument.
11:20:02It's a debate. You have to consider the
11:20:03entire argument. It's not like one
11:20:05argument you made claims all the credit
11:20:07for it. So it's kind of hard to like
11:20:09attribute all this stuff. Like I get I
11:20:11this is another question I know
11:20:13someone's probably going to ask is like
11:20:14how do I track like ad attribution and
11:20:18all that stuff? I kind of just boy math
11:20:21it. And honestly, like if you really
11:20:23want to know what I do in the morning to
11:20:24check the performance of my ads, I look
11:20:26at revenue on the zero P&L. I look at ad
11:20:30spend monthto date on my ad account. I
11:20:32divide one by the other. And if I'm
11:20:33happy, I just [ __ ] move on with my
11:20:35life. That's it. If I'm like, we've made
11:20:39100 grand and we spent 25. That's 4x.
11:20:41Just [ __ ] off and I go do something
11:20:43else.
11:20:44I don't get into the weeds too much.
11:20:46That's for [ __ ] nerds.
11:20:48>> Yes. Um I had a hiring question. So
11:20:51>> yeah, sure.
11:20:53>> If you take for example an online
11:20:56service business that had all the admin,
11:20:58operation, client management,
11:21:02customer service, everything covered and
11:21:04the business is doing really well and
11:21:05wants to hire in-house. What would be
11:21:08the first role you would recommend
11:21:11hiring for to with the intention to
11:21:13scale?
11:21:14>> Well, it depends what the bottleneck is,
11:21:16right? So like a business is either
11:21:18demand complaint constrained or supply
11:21:20constrained. And so you look at firstly
11:21:23I like to look at what do I like doing?
11:21:26So I like running the ads and getting
11:21:28attention on the internet. So it's
11:21:30probably the last thing I'm ever going
11:21:31to [ __ ] delegate. Um but I'm not a
11:21:34process person. So like making Tim
11:21:37general manager was like a really really
11:21:38good play, right? So you look at things
11:21:41that you actively avoid but need to be
11:21:43done and just look at that bottleneck. I
11:21:45don't know what that is for you. Do you
11:21:46feel like you're more demand constrained
11:21:47or supply constrained?
11:21:50>> Neither. It's more like I just need to
11:21:52put money into stuff like we scale to
11:21:55seven figures organically and now it's
11:21:57like well I need to put money on it. So
11:21:59ads. So it's like I need to know where
11:22:01to put my money cuz it doesn't feel
11:22:03constrained if that makes sense.
11:22:05>> What? Wait. So you just want to spend
11:22:07money for no reason. That's what it
11:22:08sounds like.
11:22:10>> Well, to for more like business is going
11:22:14really well, but it doesn't feel
11:22:15constrained or blocked anywhere.
11:22:17>> Okay.
11:22:18>> I just want to faster.
11:22:19>> Okay. So, are you running ads in the
11:22:21moment?
11:22:21>> No.
11:22:22>> Okay. Just run ads then and then wait
11:22:24just until you get supply constrained.
11:22:27>> That that that's it's pretty like it's
11:22:29not that
11:22:30>> complex. It's just you keep running
11:22:32until you hit a wall and then you just
11:22:34try and fix that wall. Like for I'll
11:22:36give I'll use us as an example. So um
11:22:39we're not demand constrained. Um our
11:22:42biggest constraint is you have no
11:22:44[ __ ] idea how hard it is to find an
11:22:46ad specialist that actually knows what
11:22:48they're talking about. You have no
11:22:49[ __ ] idea. It took us 3 months to
11:22:52find Michelle, Tiana, and Izzy. And it
11:22:55took two [ __ ] recruiters and then
11:22:56like one of them didn't even [ __ ]
11:22:58work. And so I was just like I was just
11:23:01I was just like driving to the office.
11:23:02cuz I'm like, I just need to fix this
11:23:04today cuz like not fixing this is like a
11:23:06$600,000 a month opportunity cost. I
11:23:08just need to fix this today. And then I
11:23:10felt like an idiot because I should have
11:23:12done this 3 months ago. All I did was I
11:23:14just put in the company Slack. I went,
11:23:15"Anyone that finds me an ad specialist I
11:23:17actually hire, I'll give you a $10,000
11:23:19bonus." Filled all three positions 60
11:23:22minutes later. Everyone remember their
11:23:23[ __ ] friends when I put that on the
11:23:25line.
11:23:26But just like attacking that bottleneck,
11:23:28right? It's either like, "All right, I'm
11:23:30spending too much time doing this or
11:23:31like there's this gap here." But you
11:23:33just focus on that. But it doesn't sound
11:23:34like you have either constraint at the
11:23:35moment. You can just keep [ __ ] doing
11:23:37more of what's already working and just
11:23:38repeat successful actions.
11:23:39>> Okay. And then when I hit the block
11:23:41higher.
11:23:41>> Yeah. And then when you hit a wall, you
11:23:43go, "Well, do I need to spend more on
11:23:44ads or I need to optimize the ads or I
11:23:45don't need a high specific role."
11:23:47>> Cool. Thank you.
11:23:48>> Sounds like your cruise was let it rip.
11:23:52>> Um, what do you think is the next
11:23:54iteration of kind of Facebook ads and
11:23:56Google ads? And the example I have is
11:23:59Say you have four electricians here
11:24:00today. You do 12 of these a year.
11:24:03There's 50 electricians who had your
11:24:05course who know your funnel who
11:24:07>> optimize.
11:24:08>> Oh yeah. Yeah. So like we've we've
11:24:10thought about this before like what if
11:24:12like every single industry is running
11:24:13the same ads. I'm not actually that
11:24:15concerned because a couple things. One,
11:24:17the question neglects that all the
11:24:19businesses are different. It assumes
11:24:21that the marketing is the be all and end
11:24:23all truth. Like you guys have seen
11:24:25plenty of people like try and copy our
11:24:27workshop model for a while until I
11:24:30[ __ ] nuke them in an ad. But
11:24:34marketing alone isn't enough to really
11:24:38like compete as a business. It's like
11:24:39the product, it's the testimonials, it's
11:24:41the team, it's the story, it's all this
11:24:43different stuff. on a more I suppose
11:24:46like philosophical level. Um if I got
11:24:50three different versions of the Mona
11:24:52Lisa, like a black and white one, the
11:24:54original one, and then maybe like an
11:24:56interpretive artist one, and I put them
11:24:57up here, you would all vote for
11:24:59different versions of the same image.
11:25:02And the reason that you would vote for
11:25:04different versions of the same image is
11:25:06for like your own interpretation of just
11:25:09like the world as it is. I was learning
11:25:11this concept. Um, I can't remember the
11:25:13philosopher's name and it's [ __ ]
11:25:14killing me. It has four letters in it.
11:25:16But there's, [ __ ] I need to pronounce
11:25:18this right. Neua and phenomena. So,
11:25:22newma
11:25:24is the world as it truly is that you're
11:25:27not actually capable of experiencing
11:25:29because you're limited by like sight,
11:25:31like human senses, right? So, this one's
11:25:33really going to [ __ ] you up. Um, you
11:25:35guys don't actually see stuff on your
11:25:36peripherals. Your brain just fills it
11:25:37in. And so you can't really trust your
11:25:39sight or your senses is just start
11:25:41taking DMT and you'll probably start
11:25:42seeing the world as it really is, right?
11:25:45But
11:25:46and then you have phenomena, which is
11:25:49how you view the world given your
11:25:52experiences, senses, like all this
11:25:54different stuff. And so the way that one
11:25:56person looks at an ad, if two people
11:25:58look at one ad the same way and one
11:26:00landing page the same way, they will
11:26:01both interpret it differently through
11:26:03the phenomena and how they experience
11:26:04it. And so that's kind of my deeper
11:26:07answer to
11:26:08>> Yeah, it will still work.
11:26:12>> You mentioned just before that you would
11:26:14never outsource doing the ads.
11:26:16>> Never what? Sorry.
11:26:16>> Outsource doing the ads.
11:26:18>> Yeah.
11:26:19>> What if someone didn't want to do the
11:26:20ads?
11:26:20>> That's fine. I I would recommend doing
11:26:22in-house. Now the problem that I have
11:26:25with agencies that not many have been
11:26:27able to solve and by the way like
11:26:28sometimes agencies can work. you still
11:26:29have a few legacy done for you clients,
11:26:32but it's just the chances of success are
11:26:34usually very very low. And so you're
11:26:36always just kind of gambling and risk
11:26:38assessing as a business owner and trying
11:26:39to give yourself the best odds of
11:26:41success. The thing that there's a couple
11:26:43problems with the agency model. Number
11:26:45one is the economics means that your
11:26:47account manager is probably juggling 15
11:26:49to 25 other clients at the same time. So
11:26:51arguably they have less time than you
11:26:53do. Secondly, they're not as
11:26:54incentivized as you. And because of
11:26:56those two factors, it's actually the
11:26:58communication lag that's the worst. And
11:27:02so when you're just communicating via
11:27:04email and you just respond every couple
11:27:05days, this it's like playing, you know,
11:27:07like in Chinese whispers in primary
11:27:09school, there's always this like every
11:27:10single time you communicate, there's a
11:27:12little bit of communication quality
11:27:14decay. That's really what screws things
11:27:16up and then blows out these time
11:27:18horizons. But if you have someone
11:27:19inhouse, maybe physically in office or
11:27:22at least just working in your account,
11:27:24that can be resolved really, really
11:27:25quickly. That's usually what I recommend
11:27:28is getting people getting an in-house
11:27:30team member. And you only need one that
11:27:31can do landing pages like knows high
11:27:33level and like knows your ad account.
11:27:36>> If it gets in front of the camera,
11:27:38>> they can do that as well. Yeah, we're
11:27:39like team members usually like pretty
11:27:41youthful people. Yeah.
11:27:42>> I hope you don't mind if I ask you
11:27:43another question about your content.
11:27:45>> Go for Just out of curiosity, obviously
11:27:49it's not the case because the room's
11:27:5150/50 men and women,
11:27:53>> but if I think I saw one ad for you guys
11:27:57where one of the girls Yeah.
11:27:58>> was in the ad.
11:27:59>> I think it was only one that I oversaw.
11:28:01>> Y
11:28:02>> but if you'd like tested your ads and
11:28:04seen, okay,
11:28:05>> my my ads are putting off women or like
11:28:08it's really heavily skewed towards men,
11:28:11>> would how would that have like changed
11:28:12your strategy? Yeah, like we got
11:28:15feedback that our ads come off pretty
11:28:17broy and well I can't imagine why, but
11:28:21um yeah, that's why I'll like put
11:28:23different characters in them or like
11:28:25we'll get more testimonials with women
11:28:27in them. This is more relevant as well
11:28:29to organic content. So I'm I wouldn't
11:28:32pretend to be an organic content
11:28:34professional at all. Um has anyone seen
11:28:36this software startup called Kinszo?
11:28:40Couple of you. So Frank is it Frank
11:28:42Grief is the founder. Yeah, he was at a
11:28:44mastermind in Cans that I was at for
11:28:46Taki's program and um he had a really
11:28:49interesting insight. So what he gets his
11:28:51team to do is all of his team members
11:28:53have Instagram accounts that they build
11:28:56to
11:28:58uh like promote the app and get people
11:29:00on the waiting list. And like if it's a
11:29:03male in the account, it's probably going
11:29:04to go to a mostly male audience. If it's
11:29:06a female in the account, it's probably
11:29:08going to go to a mostly female audience.
11:29:09And then like it will take into account
11:29:10like accents and [ __ ] like that. So you
11:29:12can get a wider breadth. So I think
11:29:14there's definitely benefit in like
11:29:16character diversity for sure, similar to
11:29:20how there's um how there is benefit in
11:29:24messaging diversity. But remember like
11:29:27people don't form their beliefs based on
11:29:29evidence alone. They form it on
11:29:31everything around it. So if it's just
11:29:32like I just don't like people that look
11:29:34like Brandon, well then you're probably
11:29:36not I don't know. You just don't like
11:29:37[ __ ] dudes that look like me. You're
11:29:39like I don't care what he says. I just
11:29:42don't like him. But if you have like a
11:29:43different character like I have Jack or
11:29:45Pats your sofa in the ads like oh that
11:29:47person's not swearing as much then you
11:29:49you might slide with that person. So
11:29:51it's like character diversity is what I
11:29:53call it.
11:29:54>> Have you like tested that? Like if ads
11:29:56with Paty worked better with certain
11:29:59demographics or certain
11:30:01>> It got pretty much the same results. Um
11:30:04the ads did all right but I think the
11:30:06like transcript is more curious than
11:30:08committed. There were a couple ads that
11:30:10did really really well. So I I actually
11:30:12started running them again now. Yeah.
11:30:14But at the end of the day, the main
11:30:16thing is the messaging. Like people want
11:30:18to hear and agree with what you say and
11:30:21then who's saying it is kind of a
11:30:23supporting component to that, but not to
11:30:25be completely disregarded.
11:30:27So if you had like a husband and wife or
11:30:30something that were running a business,
11:30:33>> would you have one that kind of that you
11:30:36know the husband kind of focuses more on
11:30:38content or ads that were kind of
11:30:40targeting a male audience and the and
11:30:43potentially
11:30:43>> No, you'd always let the algorithm pick
11:30:45it. So, this is one of the things you
11:30:48want to avoid is assuming that you know
11:30:50more about the platform than Facebook
11:30:53cuz it has like allegedly 57,000 points
11:30:57of data on all of you. I reckon it's way
11:30:59[ __ ] more by the way. Um, and so it's
11:31:02very very good at like predicting human
11:31:03behavior. Like it will it's actually
11:31:07[ __ ] crazy how like accurate the
11:31:09Instagram reels are. Okay, so I'll give
11:31:11you an example. So, like me and Aiden
11:31:14like are trying to work out like organic
11:31:15content for Instagram. And so, has
11:31:17anyone seen a couple of my reels where
11:31:18it's just like someone says something
11:31:20and then I cut them off and [ __ ] like
11:31:22that? It's just like just complete
11:31:24[ __ ] brain rot. Like, I hate it. But,
11:31:27we know it works. And so, if I just send
11:31:29if Instagram will notice that I copy the
11:31:33link to it, go to Slack, send it to
11:31:35Aiden, then come back, it go, "Oh, so
11:31:37Brandon wants content like that." It
11:31:38will send me the exact same [ __ ]
11:31:40content over and over and over and over
11:31:42again. It's like essentially alien
11:31:44technology when it comes to predicting
11:31:45human behavior and going, "What does
11:31:47that person look like? What does Brandon
11:31:49typically look for in people in his
11:31:51ads?" And just like matching them
11:31:52together because like the question is
11:31:55essentially like should the man
11:31:56advertise to the man and the female to
11:31:58the like female, but it's not like 100%
11:32:00of the time.
11:32:01>> You just let the algorithm figure it out
11:32:03and it'll trust me, it will figure it
11:32:05out. Like obviously
11:32:07um AI is changing so quickly
11:32:12>> um and even in the last year or
11:32:14something it's changed so much.
11:32:16>> Do you think we will see that being
11:32:20monetized in terms of like
11:32:22>> oh like ads
11:32:23>> 15 years ago social media marketing and
11:32:26and Google ads and Facebook ads didn't
11:32:28exist like
11:32:30>> oh yeah ads are going to drop soon
11:32:32>> like we'll see Google having some kind
11:32:34of
11:32:35uh way to put ads into Gemini or
11:32:38something like that.
11:32:39>> 100% they're already doing that.
11:32:41>> Yeah. Like Chat PT is going to have ads.
11:32:42And by the way, that's going to be a
11:32:44[ __ ] gold rush. Holy [ __ ] I'm stoked
11:32:48for that. Cuz what happens is when a new
11:32:50advertising platform drops, it's like
11:32:52the lowest [ __ ] cost per click you'll
11:32:53ever get in your [ __ ] life. It's
11:32:55like, dude, if you were running Google
11:32:57Ads in 2012, you're literally a [ __ ]
11:32:59multi-millionaire right now if you like
11:33:01got it right from the from day one. And
11:33:03chat GBT is like I was just talking
11:33:05about how Facebook can predict human
11:33:07behavior so accurately. How many of you
11:33:09use chat GBT like a personal [ __ ]
11:33:12diary knows your deepest darkest
11:33:15secrets? How accurate is that targeting
11:33:17going to be? It's going to be sick. I'm
11:33:19so I'm so [ __ ] excited. It's going to
11:33:22be like one of the It's already like AI
11:33:24is already one of the greatest scop
11:33:26tools on [ __ ] earth. And then you get
11:33:28to like make money with. It's going to
11:33:30be sick. Morals don't keep the lights
11:33:32on. my heart. So
11:33:35that was a good question. One of the
11:33:38other things, sorry, this is a lead off
11:33:39to that. One of the things you all need
11:33:41to consider is like the attention
11:33:43recession that I was talking about
11:33:44before. This is the first time in human
11:33:45history where like human IQ is actually
11:33:48declining and they're getting more
11:33:50impatient because AI means you can
11:33:52receive information significantly faster
11:33:53and you're just getting attuned to that.
11:33:55So you need to consider that with all
11:33:56your marketing. Like you need to get to
11:33:58the point quicker, you need to like look
11:33:59at the headline quicker, above the fold
11:34:01is more important, like all these
11:34:02principles. You just think like how much
11:34:03do I need to click, scroll, think, all
11:34:05that [ __ ] and try and reduce it.
11:34:07>> What is your opinion of LinkedIn as a
11:34:10marketing tool?
11:34:18>> Photos of my cats. I mean, that's my
11:34:20opinion. I'm a sample size of one. I
11:34:22don't really like LinkedIn. What
11:34:23happened to my profile picture with
11:34:25another marketing team that kind of do
11:34:26something very similar to you, but they
11:34:28do primarily LinkedIn marketing.
11:34:30>> They're one of what's right?
11:34:31>> They do primarily LinkedIn marketing.
11:34:33>> It it's very industry specific. And the
11:34:36thing with LinkedIn is it's one of those
11:34:38things where like you really have to set
11:34:40up upright. And then the other thing is
11:34:42my understanding is most of the time
11:34:44your traffic will not get served to
11:34:46LinkedIn. It'll be their partner
11:34:47networks,
11:34:48>> okay,
11:34:48>> which are not on LinkedIn. Um, cost per
11:34:52clicks are really, really high. Um, I'm
11:34:55sure it can work. Again, everything can
11:34:56work to a degree. I have very little
11:34:58experience with it though, to be
11:35:00transparent. I just don't like people's
11:35:02posts on LinkedIn cuz I think they
11:35:03create that's all that beef is about.
11:35:08Anyone else?
11:35:09>> Shoot. I sent you three. I remember one.
11:35:12Um,
11:35:13you might have to get your phone out.
11:35:15Um,
11:35:16we have a we have scraped the internet
11:35:19to get a database.
11:35:20>> Yeah.
11:35:21>> And so the idea, don't shoot the
11:35:25messenger. This wasn't my idea. Was to
11:35:29um do an email nurture campaign to that
11:35:32cold audience.
11:35:34>> We're not going to do that. Um, what we
11:35:36want to do is utilize that with what
11:35:38we're doing here. So, how do we do that
11:35:40in the best way?
11:35:40>> Oh, yeah. So, you got like a bunch of
11:35:42people's email addresses for their
11:35:43business. Yeah.
11:35:44>> Problem with that. So, basically the
11:35:46strategy she's suggesting is I got like
11:35:481500 emails of businesses that I could
11:35:50work with. Can I upload them as a
11:35:52customer list to Facebook? You can.
11:35:54Won't work. Um because when you upload a
11:35:57customer list to Facebook, it needs to
11:35:59match that email with someone's user and
11:36:02it's pretty unlikely that they signed up
11:36:03to Facebook with their business email
11:36:05address. If you have stuff like their
11:36:08full name, postcode,
11:36:10phone number, as long as it's the
11:36:12personal number, it might match more,
11:36:14but you could upload an email list of
11:36:171500 and it only matches like a 100.
11:36:19>> We have their business name, their just
11:36:23whatever it could scrape from the
11:36:25internet.
11:36:26>> Trying mismatch, but
11:36:27>> yeah, try uploading it and then you give
11:36:29it 24 hours, it'll populate and then
11:36:31it'll say what the estimated audience
11:36:32size is.
11:36:34>> Okay.
11:36:34>> Yeah. pros and cons of doing this? Like,
11:36:37is it
11:36:37>> It's a smarter strategy. It's not as
11:36:40smart a strategy as it sounds.
11:36:42>> I Yeah.
11:36:43>> Yeah.
11:36:43>> But why?
11:36:44>> Because it won't work.
11:36:46>> It's kind of like um like another Has
11:36:50anyone seen my like video on like how to
11:36:51target people in specific buildings? It
11:36:54sounds cool in theory, but in
11:36:56practicality, it doesn't really work.
11:36:58It's just like the audience is just too
11:37:00small and it just doesn't match. The
11:37:02other thing with like Facebook is that
11:37:04could have worked potentially in like
11:37:062017 when like none of you had any
11:37:10[ __ ] privacy and Facebook was like
11:37:12the wild west. It was actually sick. It
11:37:14was so good. Um, now you want cookie
11:37:17privacy and it doesn't [ __ ] work. And
11:37:19so like you had to have bigger audiences
11:37:21and so in the interest in Facebook's
11:37:23interest of PR image is more broad
11:37:25targeting and all the weird creepy niche
11:37:27[ __ ] doesn't work anymore.
11:37:29>> Yeah. Okay.
11:37:30>> Yeah.
11:37:32I do like the email sequence idea
11:37:34though.
11:37:35>> You do?
11:37:36>> I do because it goes right to their
11:37:38email inbox and it's free.
11:37:40>> Yeah, but email doesn't really work
11:37:42unless they're it's like
11:37:43>> I don't know that [ __ ] attitude. But
11:37:47>> it can work for sure. Do you have their
11:37:48phone number?
11:37:50>> Yeah. You mean for like cold calling?
11:37:52>> Yeah.
11:37:53>> All right. I'll let our sales department
11:37:55know about that one.
11:37:56>> Yeah. I used to love cold calling people
11:37:57just to interrupt their day. If you were
11:38:00going to bring somebody in house and
11:38:02delegate the role of doing this at some
11:38:05stage.
11:38:06>> Um,
11:38:06>> do you mean running my ads?
11:38:08>> Yeah. Yeah.
11:38:09>> Like say like um who spoke earlier
11:38:13>> and your business were getting busy and
11:38:15you wanted someone else to really focus
11:38:17on this
11:38:18>> ads. Yeah. Yeah.
11:38:19>> What
11:38:20>> if you were to write a PD? Obviously
11:38:22don't write me a PD, but what would you
11:38:23be looking for in that person? Because I
11:38:25find
11:38:26>> a lot of people really don't know [ __ ]
11:38:28>> Yeah. and hence why we're here.
11:38:30>> Yeah. So I do this is more of a hiring
11:38:33question. Um so when it comes to revenue
11:38:37generating um roles, uh the first thing
11:38:40we look for is skills. So if someone I'm
11:38:42going to use a sales rep as an example.
11:38:43If someone applies to be a sales rep. Um
11:38:46the first thing we do is the skills
11:38:48assessment and it's [ __ ] very hard.
11:38:50Like when we do a skills assessment with
11:38:52a sales rep, we get them to book a call
11:38:54within 48 hours. We send them two to
11:38:57three call record, no two, no, three
11:39:00call recordings. We say, "We're going to
11:39:03do a mock run in 48 hours. Uh, here's
11:39:05here's three call recordings to study."
11:39:07We don't give them any indication on
11:39:09what success looks like. It's kind of
11:39:11like from special forces selection where
11:39:13they don't tell you what a pass is. They
11:39:14just want to see how [ __ ] good you
11:39:16go. And then we don't ask how their day
11:39:18was when they start the skills
11:39:19assessment. We just jump straight into
11:39:20it. And then if they don't pass, then
11:39:22there we don't talk to them anymore. And
11:39:24then we go to a culture fit assessment.
11:39:26Now with um revenue generating roles,
11:39:28which an ad specialist would be if they
11:39:30were managing my ads, like holy [ __ ]
11:39:34It's like, dude, if someone doesn't
11:39:37train martial arts, we won't hire them
11:39:38as a sales rep now. Like it's just a
11:39:40rule. We just noticed that all the sales
11:39:42reps you hire that train martial arts,
11:39:44like their opinion of hard work was
11:39:46really, really high. They'd work longer
11:39:47hours. They were really competitive.
11:39:49They were super disciplined. And they're
11:39:50really coachable. And whenever I hired
11:39:52someone that wasn't a martial artist,
11:39:53they just weren't as competitive. They
11:39:54weren't as disciplined. They weren't as
11:39:55coaching. Like it just the way you do
11:39:57something is the way you do everything
11:39:58else. And so if someone was responsible
11:40:00for my ads, spending $25,000 a day,
11:40:02responsible to fill all the sales
11:40:04calendars, bring in enough sales that
11:40:05all the ad specialists can get paid
11:40:07above market, the standards are going to
11:40:09be very very high. Like they must be
11:40:11expiring every Saturday morning or I'll
11:40:13fire them kind of thing, right? So
11:40:15there's a skills component too. like
11:40:17they need to know as much as me, ideally
11:40:19more, but then also there's the quality
11:40:22traits that you look for. And when I'm
11:40:24hiring, I try and work out what people
11:40:26are like when they're not at work
11:40:29because people will always naturally
11:40:31regress to the mean. And so if someone's
11:40:33just a degenerate on the weekend, they
11:40:35don't put their goody two shoes or they
11:40:38try to put their goody two shoes on
11:40:39Monday 9:00 a.m., but they're naturally
11:40:41going to regress to the mean.
11:40:44And so I just want to work out like what
11:40:45do you like on the weekend because I'm
11:40:47just going to assume you're like that on
11:40:48Tuesday.
11:40:49>> If a person if like not for yourself say
11:40:52for myself or somebody else here if we
11:40:55were looking to put somebody on is there
11:40:58a base level of education that you would
11:41:00say like do that as a mean not education
11:41:03but like
11:41:04>> having learned about these sorts of
11:41:06things. Yeah, I would I know I just shut
11:41:08I'd [ __ ] on agencies a lot, but get
11:41:10someone with agency experience generally
11:41:12speaking because they would have had a
11:41:13lot of experience handling a lot of
11:41:14accounts. So, if they had to juggle 25
11:41:16accounts and that is just focus on
11:41:18yours, they can generally be pretty
11:41:20good. We have a whole skills assessment.
11:41:21I could probably send it to you later if
11:41:22you want.
11:41:23>> Yeah. Cool.
11:41:23>> Um but yeah,
11:41:25>> thanks man.
11:41:25>> Um maybe one more because I know we've
11:41:27gone a little bit over time. Um just the
11:41:29back.
11:41:30>> Uh this is just to go on with that.
11:41:32Instead of doing that, would you
11:41:33recommend like for my scenario, I'm
11:41:36considering just hiring my wife and
11:41:38getting her to do the course. Would that
11:41:40be then better?
11:41:42>> Had a couple people do that
11:41:43>> suited.
11:41:43>> And then like cuz your wife probably
11:41:45like as financially incentivized as you
11:41:47for it to work out. So supports my
11:41:50argument that like no one's going to
11:41:51take the bank account as much as you are
11:41:52and all that stuff. I reckon it's a
11:41:54decent play. Yeah. Now that your ads are
11:41:55live, I need to talk you off a [ __ ]
11:41:57rooftop because you're going to go
11:41:58through this unreal gamblers rush when
11:42:01you start spending your first dollars on
11:42:02advertising. So, this is what to expect
11:42:04for the first few days, weeks, and
11:42:06months of running your ads. So, this is
11:42:08kind of what to expect like when you
11:42:10turn your ads on. Um, and also like what
11:42:13to go through beforehand, right? So like
11:42:16we walk this through this with our W
11:42:18with you members the morning of day two
11:42:20of the workshops just so like they know
11:42:22what to expect because typically what
11:42:25happens is like when you're in this
11:42:27build stage so like the first stage is
11:42:31like the build stage, right? This is
11:42:33like by far the most frustrating because
11:42:37as a business owner, like you're really
11:42:39good at what you do and so you've just
11:42:42pushed away and had this avoidant
11:42:43relationship with [ __ ] building
11:42:46landing pages and ads and stuff like
11:42:48that because the things that will
11:42:49frustrate you are like building a
11:42:50landing page. It'll be like conversion
11:42:53tracking as well is also like the most
11:42:55annoying thing people find just like
11:42:58getting that working. But what you're
11:43:00always just optimizing for is just
11:43:02turning ads on. I find way too many
11:43:06people until I [ __ ] push them out of
11:43:08it. Way too many people just dillydally
11:43:11on turning their ads on because they
11:43:13have this view, which is incorrect, that
11:43:15their ad needs to be perfect or their
11:43:18landing page needs to be perfect, but
11:43:20they completely forget that they can
11:43:22just [ __ ] edit it after it's on.
11:43:24>> And they're also a sample of what?
11:43:26>> Exactly. Right. And the other thing is,
11:43:28and it's quite obvious, but it sounds
11:43:30silly, but it's true. If your ads are
11:43:32off, you have a 100% chance of your ads
11:43:34not working. If they're on, they now
11:43:37have a chance. And we can at least like
11:43:39talk about data.
11:43:41>> Yeah.
11:43:41>> Rather than just like sending it back,
11:43:43what do you think of this? Right.
11:43:44>> If you don't bet, you can't win.
11:43:45>> Exactly. Right. Only winners and
11:43:47quitters at the casino. And then we
11:43:49enter what we call the visual stage. So,
11:43:54this is where you start seeing things.
11:43:56Um, and you see like both positive and
11:43:59negative things. So, for example, like a
11:44:01positive thing will be like you see like
11:44:03more leads go up, right? A negative
11:44:05thing will be I spent 500 bucks on this
11:44:06ad and got no leads, right? But they're
11:44:08both good because when you have like
11:44:10lots of different ads, you can at least
11:44:12see the winners and like we just did,
11:44:14you go, "All right, this one's doing
11:44:16really, really well. Let's just repeat
11:44:18that. This one's not working. Let's just
11:44:20not do it again or let's just try it a
11:44:22different way."
11:44:22>> Same as organic.
11:44:23>> Yeah. Right. Then what happens is
11:44:26because we've done the workshop with so
11:44:28many people we can break this down into
11:44:30like the [ __ ] exact process. So like
11:44:32when as a beginner when you turn your
11:44:33ads on the first thing that you see is
11:44:37like traffic goes up. It's like no [ __ ]
11:44:39right? So, you'll log into your ad
11:44:41account or you'll view your analytics on
11:44:44your landing page and go, "Ah, I got all
11:44:45these v visitors." Right? But what will
11:44:48happen is more often than not, you'll
11:44:51see my traffic's gone up, but
11:44:53proportional to how much traffic you
11:44:54will get. You'll be like, "My lead
11:44:55quantity isn't there right there."
11:44:57Right? So, you'll be like traffic up,
11:44:59but no or not many leads. Then what you
11:45:04need to do is you need to go through
11:45:06that troubleshooting process we went
11:45:07through before. And when I give this
11:45:09presentation in our workshops, I say
11:45:11like go to the [ __ ] advisory calls,
11:45:13ask this question. It's probably this,
11:45:15go to the school community and like I
11:45:16use this as a like training tool like
11:45:18how to use our like all the support that
11:45:19we give them. But when you're on your
11:45:21own, you go through that troubleshooting
11:45:24process we went before, right? So it's
11:45:26like look at the problem which is my
11:45:28problem is not traffic, it's the
11:45:30conversion rate on the first page. So
11:45:31the problem's either on the page or I
11:45:33trace it up to the traffic. Right? Then
11:45:35what will happen? You'll make a couple
11:45:36changes. You leave it for a week and
11:45:38then leads will go up. So that's traffic
11:45:41up and that's leads quantity going up,
11:45:45right? So you'll like change the
11:45:47headline or you'll make your ad more
11:45:49like committed than curious and then
11:45:51you're like, I swear like my conversion
11:45:53rate went from like.5 to like 4% or
11:45:55something like that, right? But what
11:45:57you'll usually say is like ah leads up
11:46:00but lead quality could be better. So
11:46:03like if you're a two-step funnel like
11:46:04you're showing it might be like 30 or
11:46:0640%. Right? Or you'll get on the sales
11:46:08call with them and assuming you follow
11:46:10the right process like ah they're just
11:46:11like the wrong people. Then you either
11:46:13like fix the nurture sequence or you
11:46:15chase it upstream and then what will
11:46:18happen then is like lead quality will go
11:46:19up
11:46:20>> right? When lead quantity goes up, lead
11:46:23quality goes up. What do you think
11:46:24naturally happens next?
11:46:26uh the sales guy.
11:46:28>> Yeah, exactly. Right. But you need to
11:46:31like quickly jump through these feedback
11:46:33loops. But it all starts with turning
11:46:35[ __ ] ads on, right? And we need to
11:46:37get data in. And so
11:46:39>> it's the same it's the same as you got
11:46:40to make content cuz then you get the
11:46:42views and then you'll get the
11:46:43engagement, then you get the inquiries
11:46:45and you get the sales.
11:46:46>> Yeah. Exactly. Right. So like depending
11:46:47on how much you're spending and how
11:46:48aggressive you are, this could be like 7
11:46:50to 14 days to get to like lead quantity
11:46:53up and then quality might be like
11:46:56another 7 to 14 days and then you should
11:46:59see sales going up at like the 30-day
11:47:01mark, right?
11:47:02>> So realistically, if that 30-day
11:47:06pipeline is, you know, what you're
11:47:08getting yourself into, how much ad spend
11:47:12uh should you budget for for those 30
11:47:15days? So those first 30 days like at
11:47:16least 1,000 bucks.
11:47:18>> At least 1,000 bucks. Okay.
11:47:19>> Yeah. Cool.
11:47:20>> Yeah. Like,000
11:47:21>> cuz then that will guarantee you getting
11:47:22through that. But then that first month
11:47:26to get that data. So you're probably
11:47:28going to go another,000 bucks, right?
11:47:30>> Well, I'll get to that in a second
11:47:31because the reason we want like $1,000
11:47:33here is obviously the more that you
11:47:35spend the faster you'll learn. So let's
11:47:38say this is like $1,000. So if someone's
11:47:40spending $10,000 a month, they can
11:47:42accelerate through these faster. Best
11:47:44case scenario is you get qualified leads
11:47:47that become sales and cover your ad
11:47:50spend. Bottom line,
11:47:51>> right?
11:47:52>> Yeah. Because then
11:47:52>> best case scenario,
11:47:54>> obviously you get no leads, but then you
11:47:56get the data, right?
11:47:57>> Yeah. And you should know like, hey man,
11:47:58I've spent like 500 bucks and got no
11:48:00leads. All right, you've clearly [ __ ]
11:48:01done wrong. Something wrong. This is a
11:48:03skill issue.
11:48:04>> Let's find out.
11:48:04>> Yeah. Right. And so you it's like if
11:48:06you're getting [ __ ] literally no
11:48:08leads, then it's like the problem is
11:48:09like on the landing page or like the
11:48:11messaging, right? But
11:48:13>> you're the per you're either paying to
11:48:16get what you've done correctly and know
11:48:19sooner or know where you [ __ ] up
11:48:22sooner.
11:48:22>> Yeah. Exactly. Yeah.
11:48:23>> And so then we enter this scale stage.
11:48:26Now this is where most people [ __ ]
11:48:27[ __ ] out. You do as well. And so like
11:48:30you [ __ ] like
11:48:33>> I'm spending like $50 to $100 a day,
11:48:37right? And then like your in your
11:48:40incentive should always be like how do I
11:48:43grow this thing more? Like it pisses me
11:48:45off. We'll get like members at our
11:48:46summit. They're like, "Oh, I'm at
11:48:48capacity now. Guess I had to turn ads
11:48:50off." I'm like, "You [ __ ] [ __ ]
11:48:52Just hire people." Like just go hire
11:48:55people. Like because this thing is
11:48:58either
11:48:59like spend more or it is solve
11:49:05bottlenecks,
11:49:06right? So a business is either demand
11:49:09constrained or supply constrainted. It
11:49:11can only be one of those two things. And
11:49:13then once we solve this demand issue,
11:49:16you don't just go, oh, guess that's it
11:49:18then. It's like, no, like we go conquer
11:49:20the US. Like I need to go find more
11:49:22people to sell to, right? You can clip
11:49:24in that interview part there. And so
11:49:26your goal is always like, how do I spend
11:49:28more on ads profitably? But because when
11:49:30you're a beginner, you like 100 bucks is
11:49:34so much money. like no it's [ __ ] not
11:49:36in the grand scheme of things they're
11:49:37[ __ ] literally printing money and
11:49:39like that's why there's inflation you're
11:49:40worried about 100 bucks right and so
11:49:42what we need to do is like set
11:49:45expectations of like when should I
11:49:47either like problem solve hold or spend
11:49:50more right so what we'll do is I'll give
11:49:53you a couple scenarios so problem solve
11:49:55means this [ __ ] isn't working fix
11:49:58something
11:49:58>> because there's no leads
11:49:59>> yep so you have three options option A
11:50:03is problem solve
11:50:07That means we're making different ads.
11:50:09We're tinkering with the landing page,
11:50:10[ __ ] like that. Option B is just hold.
11:50:17She's like, don't [ __ ] know yet.
11:50:18Let's just collect more data and see.
11:50:21And then C, [ __ ] let it rip. It's
11:50:26like this is clearly working. Spend more
11:50:28money. Right?
11:50:30Those are your problem. That this
11:50:34solves like ad spend.
11:50:37Once you solve this and you're like, I'm
11:50:38at capacity, then you start looking at
11:50:40like solving bottlenecks, which is
11:50:41usually like hiring and [ __ ] like that,
11:50:43right? But let's say scenario A,
11:50:48it's been 3 days,
11:50:51you spent
11:50:53$90 and you got zero leads.
11:50:58A, B, or C?
11:50:59>> A.
11:51:00>> You're a [ __ ] [ __ ] No, it's been 72
11:51:03hours. Just wait. Like because if you're
11:51:05spending you've spent 90 bucks, right?
11:51:07So that's like $30.
11:51:09>> Sorry, I missed the 3 days part. Yeah.
11:51:11Yeah.
11:51:13>> Yeah. Hold. Right.
11:51:14>> So if it was 30 days, then I problem
11:51:16solve.
11:51:16>> Yeah. 3 days, right? Because it's still
11:51:18like the ad's still being distributed
11:51:20and it's like just relax. What about All
11:51:22right. So it's been one week.
11:51:23>> Mhm.
11:51:25>> 7* 30. You spent $210.
11:51:28You've made um
11:51:31I'll say some leads,
11:51:35no sales. A, B, or C?
11:51:38>> Some leads but no sales, I'd probably do
11:51:40A and B.
11:51:42>> I'd do B. Reason being is we have some
11:51:46leads like how long's your sales cycle,
11:51:48>> right? So, if it's been one week, let's
11:51:50say, and we didn't get leads for the
11:51:52first three days. Let's say I got a lead
11:51:53on the fifth day and it takes me like a
11:51:55week to close someone, right? So
11:51:57definitely not like gassing it yet. I
11:51:59mean, do whatever the [ __ ] you want.
11:52:00Definitely not gassing it yet. Not
11:52:03freaking out though because we're
11:52:05getting leads in. It's starting to
11:52:06learn, especially if you're new. Like
11:52:07it's like a brand new pixel and all that
11:52:09[ __ ]
11:52:10>> Yeah. So that's an extra conditional
11:52:12step you just mentioned though.
11:52:13>> What was that?
11:52:14>> So the the sales length.
11:52:17>> Exactly. Cuz remember, how do we how do
11:52:19we measure advertising? The suitcase of
11:52:21advertising.
11:52:22>> It's net profit.
11:52:23>> Yeah. The profit. Yeah. So, you got to
11:52:25make that timeline realistic.
11:52:27>> Yeah. What about we're one month in
11:52:31um 30 time 30 900 bucks. We spent 900
11:52:34bucks on ads. Um we're getting leads.
11:52:39Uh but we
11:52:41I don't know. Basically, it's like broke
11:52:43even.
11:52:43>> Yeah. Problem solved for sure.
11:52:46>> Yeah. Not freaking out, but 30 days is
11:52:50like a good set of data to look on. That
11:52:52being said, we'd be looking at those 30
11:52:54days and seeing like, has there been an
11:52:56uplift? Like, has my results looking
11:52:58like that? Because if they're looking
11:52:59like that, then it's like, let's just
11:53:01[ __ ] hold, right? Let's not do
11:53:03anything. Um,
11:53:05>> but yeah, absolutely. Like, 30 days of
11:53:07data because remember when we were doing
11:53:08the optimizing, I was looking the last
11:53:1030 days.
11:53:11>> Yeah.
11:53:11>> Right. Can't do that in the first week.
11:53:13Can't do that in the first.
11:53:14>> Let's talk about this specific bit, your
11:53:17example, and what most agencies do. Why
11:53:21do they not problem solve?
11:53:22>> Because they're [ __ ] [ __ ] That's
11:53:24why they're just like so like why
11:53:26agencies don't problem solve? Because
11:53:28they don't one, they don't understand
11:53:29the customer. So like they don't know
11:53:31what to problem solve in the [ __ ]
11:53:32first place. Two, problem solving takes
11:53:35a lot of time because you got to go
11:53:36through like these ads didn't work,
11:53:38these ads didn't work. And then you got
11:53:39to send that to the client. The client's
11:53:41got to go, "No, I don't want to do that
11:53:42one. I want to do this once instead."
11:53:43And you go back and forth, back and
11:53:45forth, back and forth, back and forth.
11:53:46And then by the time you've like
11:53:47actually done the thing, like 30 days
11:53:49have passed and like you've just
11:53:50repeated another 30 days of unsuccessful
11:53:52data. That's why I always tell business
11:53:54owners that the like this matters
11:53:56because like let's say you're spending
11:53:58$100 a day. Well, every day that this
11:53:59doesn't get fixed, it's like we're $100
11:54:01down. Like imagine me if I was just
11:54:03going to delegate that to someone like
11:54:04$20,000 like every 24 hours that passes,
11:54:06$20,000 just leaves my bank account. We
11:54:08didn't [ __ ] fix something. It's just
11:54:10you're always the most financially
11:54:11incentivized person. You check the bank
11:54:13account every single [ __ ] morning.
11:54:15you see all the the [ __ ] meta receipt
11:54:17transactions. And so if you're feel like
11:54:19this isn't working, you're not when you
11:54:21when you do problem solve, you'll
11:54:22problem solve it tomorrow,
11:54:25>> right? All right. What about this?
11:54:27>> What about What about holding?
11:54:28>> Hold.
11:54:29>> Yeah. Why would they hold?
11:54:31>> Oh, no. Cuz I want to keep you on the
11:54:32retainer. And then C is like unless they
11:54:34have like a performance-based incentive,
11:54:37them scaling is just like more [ __ ]
11:54:39work for them because you had to
11:54:41remember like most like unless they're
11:54:43like on a performance-based incentive,
11:54:44which I think is taking off more in the
11:54:45US. Their incentive with um like most
11:54:48Australian agencies is just like I don't
11:54:50know $2,000 a month retainer and their
11:54:52goal is to like it's just economics.
11:54:55They're just trying to like have as many
11:54:56clients as they can as profitable as
11:54:58they can. And if they're not getting
11:55:00paid to just like make more ads, build
11:55:03more landing pages, manage more stuff,
11:55:04they're going to default to hold. So
11:55:06like most agencies, like just by the way
11:55:08the economics works is like their
11:55:10financial incentive is just to do this
11:55:12regardless of the outcome. They're just
11:55:14going to naturally gravitate towards
11:55:15this. If it makes sense to scale, unless
11:55:17the client tells them to do it, they're
11:55:19going to hold because it's the least
11:55:20amount of work. And if it's going okay
11:55:22and they should actually be problem
11:55:24solving, it's going to naturally
11:55:25gravitate towards hold.
11:55:26>> Yep.
11:55:27>> All right. All right. What about month
11:55:28two? So, let's say month two, we're
11:55:31like, "All right, cool. We spent um we
11:55:33still spent 1,000 bucks. We made $10,000
11:55:37back." A, B, or C? Literally.
11:55:40>> Yeah. No [ __ ] All right. What about
11:55:41month
11:55:43three? We spent
11:55:46$3,000 and we got, let's say, we got an
11:55:498x return on ad spend. So, $24,000 back,
11:55:53right?
11:55:54>> So, we went from 10 to eight. Still
11:55:55letter RIP.
11:55:56>> Y. What about we go month? So, let me
11:56:00write this down. Month
11:56:03three, we spent 3k,
11:56:06we made uh 24K,
11:56:11so that was 8x. What about month
11:56:16four? We spend
11:56:19$5,000. That's a five, not a three. And
11:56:23then we get um
11:56:25>> Write that better. Write that better.
11:56:28Let's say we spend
11:56:31$5,000 and we go from 8x to
11:56:36um
11:56:374x. So, we went to $20,000.
11:56:41A, B, or C.
11:56:43>> I would problem solve. I would wonder
11:56:45why it's gone down. But you're still
11:56:48make you're making less though in month
11:56:50four overall. What I would do is
11:56:54>> you're making less profit there.
11:56:55>> What if this was December?
11:56:58>> Okay, it's Christmas. People are doing
11:57:00other
11:57:01>> whole, right? Like I wouldn't not do
11:57:03anything. Action's better than inaction.
11:57:05>> Well, that profit's 21 and that profit's
11:57:0815. So profit's gone down. That's a
11:57:10problem to solve.
11:57:10>> Exactly. Right. But we can also look and
11:57:13the point I'm trying to make here is we
11:57:14can look at larger sample sizes of data
11:57:16now. Right. So if we combine, we made
11:57:21$44,000
11:57:23from
11:57:25$8,000. So 8 16 32
11:57:30>> 40. It's like 4 and a halfx, right?
11:57:33>> Yeah. So 4,400 or 44,000.
11:57:35>> 44,000.
11:57:37>> Right. So still decent. Like I wouldn't
11:57:40be gassing ad spend here, but let's say
11:57:42it's December. I'll be like, "All right,
11:57:43let's look forward to January."
11:57:45>> Yeah.
11:57:45>> Right. and just kind of holding it. Does
11:57:48that make sense? Because you have to
11:57:49remember that like
11:57:51>> your results are going to wildly
11:57:54fluctuate like day to day, week to week,
11:57:58even like month to month.
11:57:59>> What about uh like March for example?
11:58:02Um,
11:58:03there was something about meta ads not
11:58:06working properly or something.
11:58:07>> Oh yeah, cuz whenever they [ __ ] like
11:58:09roll out whenever you see a news article
11:58:11and they're like Facebook's just
11:58:14announced the like big new like $8
11:58:16billion project, just watch your CPMs go
11:58:19with
11:58:20>> Is that what you hold?
11:58:21>> You should. I just spent more and threw
11:58:23money.
11:58:26That's why Rox tanked last month. But
11:58:30like you had the point I want to make is
11:58:32like
11:58:33>> and I didn't have it there but like once
11:58:34we got to like month three, four and
11:58:36five then we can look at the combined
11:58:38financial quarter. Yeah.
11:58:40>> Right. And then you can figure out like
11:58:41all right my return on ad spend at this
11:58:43level of scale is like 5x and then it
11:58:46becomes really really easy to predict
11:58:47things. But you have to remember like
11:58:49when you turn ads on well actually like
11:58:51let's say these are your appointments
11:58:53right? Like these are just days. Each of
11:58:55these points are just days. When you
11:58:57just turn your ads on, let's say it's
11:58:58like four days in, when you just look at
11:59:02that, looks like it's a wild
11:59:03fluctuation. So, I got no leads on
11:59:06Monday and then five leads on Tuesday
11:59:09and then like one lead there and then
11:59:11like it seems really really
11:59:12inconsistent, but that's cuz you're
11:59:14zoomed into that tiny part of the thing.
11:59:17But what you want to look at is you zoom
11:59:19out and you look at like 30 days of data
11:59:23and then you can just look at this trend
11:59:25line in between. Yeah. That line of best
11:59:26fits what you want.
11:59:27>> Yeah.
11:59:28>> It's like stocks.
11:59:29>> Yeah. And so you're looking at these
11:59:30trend lines and these patterns because
11:59:32it's going to go up, down, up, down, up,
11:59:34down, but it's going to like regress to
11:59:35this mean, but you want to be clear on
11:59:37like what that mean is. Is it in range?
11:59:39And if it's not in range, then we start
11:59:41going through the optimization process.
11:59:43>> And so that's it. Everything that I know
11:59:45about generating leads with Facebook
11:59:46ads. If you follow those instructions,
11:59:48you should be wildly successful
11:59:50yourself. If you want our help, there's
11:59:51a link in the description. And that
11:59:52should be 12 hours about
11:59:55now.

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