How I'd Make Ads and Landing Pages Match — Transcript

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1. 0:00I'm a Brian Decker. I
2. 0:02run a investment community called the
3. 0:04Well Society on School. We basically
4. 0:07teach high-income professionals how to
5. 0:10restructure their stock portfolios to
6. 0:11take advantage of like the AI and
7. 0:13robotics super cycle.
8. 0:15And so when I launched it and started it
9. 0:1718 months ago, I just went straight from
10. 0:20reels, pushed them into a live webinar,
11. 0:23and we used to basically fill 500 people
12. 0:25up off of a reel. I do the webinar, we
13. 0:27would close off of it, directly pushing
14. 0:30into our community. And did that off of
15. 0:32our organic. And so now that's just not
16. 0:35hitting as well. We're still close okay,
17. 0:37but we only put maybe 150 people every
18. 0:40week when we do it versus 500.
19. 0:43>> Into the actual the live training,
20. 0:46right? So So you know, typically say we
21. 0:48have
22. 0:49you know, 400 people register, 200
23. 0:51people show up, and then from there we
24. 0:54end up usually getting 10% of people
25. 0:57will book a call with their closer, and
26. 0:58then they'll close, you know, 50 to 60%
27. 1:01on that.
28. 1:02And so the question I've been basically
29. 1:04doing is we just went directly from
30. 1:06organic reel,
31. 1:07registration page, show up at the
32. 1:09webinar, and kind of close them. And so
33. 1:12now
34. 1:14it's kind of filling in those those gaps
35. 1:16rather than trying to go necessarily
36. 1:18maybe to a different channel. And so
37. 1:21that's kind of what my question is is
38. 1:22how to really optimize that or to, you
39. 1:25know, we've never done any paid ads,
40. 1:26we've never really done any of that. We
41. 1:28did about 3.2 million in revenue.
42. 1:31>> What's price point?
43. 1:32>> Price point is 6,500.
44. 1:34>> Okay.
45. 1:36I actually don't think you need to
46. 1:37optimize too much on your existing
47. 1:38funnel. So your show rates are really
48. 1:40good. Your close rates during the
49. 1:42webinar are a little low
50. 1:45in terms of book to call. I would
51. 1:48don't know if that's because the
52. 1:49presentation isn't good or because just
53. 1:51the lead quality from organic is going
54. 1:52to be really mishmash.
55. 1:54And so I don't know if you Do you leads
56. 1:55on the front end when they opt in. Do
57. 1:56you do that?
58. 1:57>> Yeah, we we what we noticed was is I
59. 1:59don't have like a massive following but
60. 2:01I got whatever like 400,000 followers
61. 2:02and I
62. 2:04noticed that
63. 2:05I had owned a big mortgage company for
64. 2:07many many years and kind of grew that.
65. 2:09So, I had a really large group initially
66. 2:12that knew me for so long for doing
67. 2:14speaking engagements that joined within
68. 2:17that and so now it's kind of
69. 2:20that kind of getting new the newer
70. 2:22people in that don't have the initial
71. 2:24>> we can be precise, the opt-in, do you
72. 2:26track who's a marketing qualified lead?
73. 2:28>> Uh yes, we track it in terms of where it
74. 2:31came from. Do we track I maybe I don't
75. 2:33know
76. 2:33>> of the lead as in do you actually see if
77. 2:35they're a high income earner?
78. 2:36>> Yeah, um uh when they not when they get
79. 2:39into the registration page, no, we do
80. 2:41not.
81. 2:41>> add that.
82. 2:42>> Okay.
83. 2:42>> Because it'll give you a lot of good
84. 2:43data on whether or not like if you're
85. 2:45closing 10% but maybe only 20% of the
86. 2:47people who are who are showing up for
87. 2:48the webinar are actually qualified, you
88. 2:50might be actually closing 50% and then
89. 2:51the other 80% aren't good. And so, for
90. 2:53anybody who does one to many um selling
91. 2:56environments who actually who pitches
92. 2:57stuff, can I get hands?
93. 2:59Okay, so I'll just make it quick then.
94. 3:01Um you have to qualify the room,
95. 3:03otherwise you'll get this volatility in
96. 3:05your selling and you'll think that
97. 3:06you're going nuts. But if you know what
98. 3:08percentage of the accounts are quote
99. 3:09sellable accounts or are marketing
100. 3:11qualified leads, your close rates will
101. 3:13become significantly more stable and
102. 3:15you'll stop going insane. So, when I
103. 3:17hear your numbers, 50% show rate, really
104. 3:19good. Close rate at 10%
105. 3:22at a 10K price point uh for booking a
106. 3:24call, typically you can get about 20 if
107. 3:26the the the list quality is good. Um so,
108. 3:29that's the only one that's a little bit
109. 3:30low, but your close rates on the call on
110. 3:32the back end at 50-60% post webinar,
111. 3:34that all makes sense. So, that's the
112. 3:35only out point, but that I don't know if
113. 3:37it's actually an out point. It could
114. 3:38just be the quality of the traffic
115. 3:39that's coming from organic. So, the TLDR
116. 3:41is I don't think you actually have a
117. 3:42conversion issue um in your actual
118. 3:44funnel. I think it's more likely that
119. 3:46you just need to do way more top one by
120. 3:48running more ads.
121. 3:49>> Mhm. See, I can say and with with your
122. 3:51cuz we've I've never ran ads. It's just
123. 3:53purely just organic and kind of talking
124. 3:56with Deion, he was like, "You need to
125. 3:58call your people out. Call doctors out.
126. 4:00Call these ones out." Now, when it comes
127. 4:02time to like running ads, do you
128. 4:05recommend sticking to like it when you
129. 4:08look at that flow? So, say you run an
130. 4:10ad, do you run an ad and then push that
131. 4:12person to a lead magnet and then from
132. 4:15that lead magnet then look at putting
133. 4:17them into a webinar or do you like how
134. 4:19do
135. 4:19>> push them to a webinar as long as the
136. 4:21promise of the webinar is compelling.
137. 4:22>> Okay.
138. 4:23>> So, just make sure the promise of the
139. 4:23webinar is compelling. Um I don't know
140. 4:26how you structure the webinar, but I'm
141. 4:27assuming if you've been doing this a
142. 4:28while, you've probably optimized it a
143. 4:29little bit.
144. 4:29>> Yeah. Yeah.
145. 4:30>> And so, the the point that Deion is
146. 4:32making is this. So, the old Facebook was
147. 4:36all about running
148. 4:38uh
149. 4:38>> [snorts]
150. 4:39>> the best ad you possibly could, which is
151. 4:40still true today, but it was more like,
152. 4:42"How do I convert the ocean?"
153. 4:43Now, with the Andromeda update,
154. 4:46Meta and all these platforms have become
155. 4:47significantly more verticalized or
156. 4:49personalized. And so, many of you guys
157. 4:51probably notice that your news feeds are
158. 4:53change a lot very quickly based on what
159. 4:54you like or what you engage with, right?
160. 4:56And so, it's no longer a game of boiling
161. 4:59the ocean, but boiling 100 small ponds.
162. 5:02And so, this is why from an ads
163. 5:03perspective, uh Deion was saying, you
164. 5:05want to do more call outs and you can be
165. 5:08quite literal call outs like, "Hey, are
166. 5:10you a doctor?" But, it can also just be
167. 5:12the visuals of the background and the
168. 5:14person who's in the ad that can do the
169. 5:15same work cuz the algorithm reads it the
170. 5:17same way cuz the AI recognizes it,
171. 5:19right? And so, they know that people
172. 5:20wearing white white lab coats are likely
173. 5:22to convert with other people who are
174. 5:24wearing white lab coats on the other
175. 5:25side, right? If you want old ladies,
176. 5:27have an old lady in the ad because it
177. 5:28will automatically serve it to old
178. 5:29ladies just because it knows just purely
179. 5:31on math that old ladies convert better
180. 5:33with this type of uh creative. And so,
181. 5:35if you want to have a higher variety of
182. 5:36creative for higher high income earners,
183. 5:38you want to have every little pond of
184. 5:40high income earner covered so that when
185. 5:42you scale it, it's super personalized to
186. 5:44them.
187. 5:44And so, that was then what will get you
188. 5:46um
189. 5:47a lower cost per result, but still at
190. 5:49high quality. Now, the big downside of
191. 5:50this big change that happened with Meta
192. 5:52is that when you have to make 100 ponds,
193. 5:55ads for 100 ponds, you got to make 100
194. 5:57times the ads. And so this thing will
195. 5:58get you absolutely the best results
196. 6:00you've ever had in advertising, but you
197. 6:02will lose your mind with the amount of
198. 6:03creative that you have to create.
199. 6:05And so for your transition right now,
200. 6:08you've learned the organic game, you
201. 6:10emptied the audience in the beginning,
202. 6:11and now the people that you're selling
203. 6:13on a regular basis are the newer people
204. 6:14that are coming in, and keep doing that.
205. 6:17But how do we go from 3.2 to 10 is going
206. 6:20to be we need to make hundreds of
207. 6:21creatives with different hooks [snorts]
208. 6:23and avatars that represent the different
209. 6:25ponds of the audience, and we need to
210. 6:27start running ads to that webinar, and
211. 6:29you'll split test the promise in that
212. 6:30webinar pretty quickly until you find
213. 6:32out which promise is the one that
214. 6:33converts the best.
215. 6:34>> Now, do you recommend doing
216. 6:36changing not changing the webinar, but
217. 6:38do you recommend doing specific
218. 6:39webinars? Like if I'm going to do
219. 6:40dentists and doctors and health cares
220. 6:42and doing a webinar for that versus
221. 6:43that?
222. 6:44>> personalized you make it, the better
223. 6:45it'll convert.
224. 6:46It's just it'll just be like this is
225. 6:48just more work.
226. 6:49>> Yeah.
227. 6:49>> So yes, the like if you have an
228. 6:50entirely, you know, green-flavored
229. 6:53funnel this way, making it green all the
230. 6:54way through will convert better than
231. 6:56having a green and then generic.
232. 6:57>> Okay, perfect. Well, thank you. I
233. 6:58appreciate that.
234. 6:59>> You bet. Congrats.
235. 7:00>> If you're not getting as many leads as
236. 7:01you want and your business is [music]
237. 7:02demand constrained, meaning you could
238. 7:04service more customers than you
239. 7:05currently have, then this is [music] for
240. 7:07you. So marketing is changing and I
241. 7:09think ACQ tends to be on the bleeding
242. 7:10edge of this stuff. We certainly spend
243. 7:12the money
244. 7:13to do it, but we also build custom
245. 7:14software and we pay amazing vendors and
246. 7:16very expensive people to figure out the
247. 7:18system that we have right now, and I
248. 7:19want to share it with you kind of open
249. 7:20kimono style. If you're not getting as
250. 7:21many leads as you want,
251. 7:23boy, do I have the thing for you. Click
252. 7:24below, book call, and
253. 7:26hopefully I'll see you in Vegas.