I Built the Best Free Offer I've Ever Made. Why Am I Terrified? — Transcript

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1. 0:00Hello, hello.
2. 0:01>> What's up, Abram?
3. 0:03>> How are you today?
4. 0:04>> Good, man. What's up?
5. 0:06>> Um well, I My name's Abram. Uh I sell an
6. 0:09easy weight loss program for women. Uh
7. 0:11we are on track for a little over $4
8. 0:14million this year, and I would like to
9. 0:16be at $12 million.
10. 0:17Uh what I believe is stopping me is
11. 0:20having a lead magnet that builds so much
12. 0:23trust
13. 0:24that my show rates, my cash collected,
14. 0:26my lead volume are all high enough for
15. 0:28my team to hit their goals. So, I did
16. 0:31the rule of a hundred,
17. 0:32and I made the best lead magnet that has
18. 0:35ever existed, and it is truly better
19. 0:37than people's paid stuff, and I'm giving
20. 0:39it away for free. I've never put more
21. 0:40time, energy, or effort in anything in
22. 0:42my life.
23. 0:44So, now I am absolutely terrified cuz
24. 0:46this is launching August 9th, and if I
25. 0:49mess something up,
26. 0:51now I just wasted a colossal amount of
27. 0:53time, and my team and their lives
28. 0:56suffer. So,
29. 0:57I don't want them
30. 0:59to pay for my mistakes. So,
31. 1:02>> Well, they're going to.
32. 1:02>> have
33. 1:03>> [laughter]
34. 1:03>> words of wisdom here for how do I how do
35. 1:06I maximize this lead magnet? So, it is a
36. 1:08book, an audio book, and a YouTube
37. 1:10course, and then the actual lead magnet
38. 1:13that they get from that is a like they
39. 1:15opt in for a workbook, uh like an email
40. 1:17opt in.
41. 1:18>> Yeah.
42. 1:18>> So,
43. 1:19you know, is there specific things I
44. 1:21should put inside the book, the audio
45. 1:23book, or the YouTube course, or in the
46. 1:25email sequence, or
47. 1:28something?
48. 1:28>> Let me give you the the biggest 80/20 on
49. 1:30this thing, um which is I don't know if
50. 1:32you've like tested the name of the lead
51. 1:35magnet.
52. 1:37>> Easy weight loss for women. It's a book.
53. 1:40>> Yeah, I would just I would test like 10,
54. 1:4220, 30 different names because it'll
55. 1:44have like
56. 1:46lead magnets
57. 1:49their primary value in the beginning is
58. 1:50to capture the lead. The lead hasn't
59. 1:52consumed the lead magnet yet. And so,
60. 1:53how you name it is going to be that's
61. 1:55all they're going to have to consumed,
62. 1:56right, before they decide whether they
63. 1:57want it or not.
64. 1:59And so, like, one of the biggest levers
65. 2:00on what like on all that work you did is
66. 2:02the packaging.
67. 2:03>> Yeah, the title and the packaging, man.
68. 2:06So, I would test the [ __ ] out of that.
69. 2:07And like you can run that with like
70. 2:08simple ads and just look at CTRs.
71. 2:10Um
72. 2:12and you can also test the opt-in on the
73. 2:13landing page. Like, don't feel weird
74. 2:15about Again, the world is not perfect.
75. 2:18Like, if you have someone opt in for one
76. 2:19lead magnet
77. 2:21uh and you change the title
78. 2:22uh and and the other one has like the
79. 2:24old the old ebook cover, you can still
80. 2:26send it to them with that cover and no
81. 2:28one's like really going to get weird cuz
82. 2:29it's free anyways.
83. 2:30Um
84. 2:31but I would I would strongly recommend
85. 2:33testing that. So, it's like thing number
86. 2:35one, flashing lights, like please do
87. 2:37that. Um
88. 2:40the second thing is um
89. 2:43you said you you feel like your your
90. 2:44biggest constraint is a lead magnet, but
91. 2:47behind that is that that people do not
92. 2:48trust you, right?
93. 2:51>> Uh well, I would I would assume it's the
94. 2:53trust thing because if the show rates
95. 2:55are not high enough, the cash collected
96. 2:57is not high enough, you know, like we
97. 2:58have to warm people up
98. 2:59>> Yeah.
99. 3:00>> at some point, you know, in the process.
100. 3:02If I could just build that trust
101. 3:03beforehand by making my free stuff
102. 3:04actually valuable.
103. 3:06>> Yeah, the I think um
104. 3:09you are thinking like a pure direct
105. 3:10response guy.
106. 3:12Um
107. 3:13and the best lead magnet is content
108. 3:17because it's distributed for free.
109. 3:19And then they become your warmed-up
110. 3:20audience. I think the value of the lead
111. 3:23magnet, though good, um not everyone
112. 3:26will consume it, etc. etc. And so, like,
113. 3:29it will work to get leads.
114. 3:30Um if someone actually does consume it,
115. 3:32they probably will buy. Uh but the if
116. 3:35they consume it is the big the big if.
117. 3:37And so, I would also not be afraid of
118. 3:39breaking the lead magnet into hundreds
119. 3:41of smaller pieces
120. 3:43and using those as content.
121. 3:46To then you can again funnel to It's
122. 3:47like this is a small piece of a bigger
123. 3:48pie, you can go grab it.
124. 3:50>> [clears throat]
125. 3:50>> Um and I think that would also help. But
126. 3:53at the end of the day, like
127. 3:54trust
128. 3:56if we break it down into behaviors, it's
129. 3:57just that you have you have told them
130. 4:00things that when they followed them,
131. 4:01good things happened. Um, which is that
132. 4:04you just want to have more influence
133. 4:05over them. And so, the way to do that is
134. 4:08to just give them help. Basically, help
135. 4:10them first, right? And so, a lead magnet
136. 4:12is a way to do that, but content is
137. 4:13another way, and it's free with
138. 4:14distribution.
139. 4:15And so, like if we look at the biggest
140. 4:17weight loss brands that exist, they
141. 4:18almost all have big brands, you know,
142. 4:20they are big brands or have big brands
143. 4:22that promote them.
144. 4:24And so, the lead magnet will be a
145. 4:25component of it. I think the names will
146. 4:27help, um,
147. 4:29but longer term, it's going to be like
148. 4:30building out the content machine that's
149. 4:32going to give you the the the trust in
150. 4:33advance. And then maybe getting people
151. 4:35to make the content for you.
152. 4:37>> So, I mean, I I put out a magic crap
153. 4:39load of content as it is. Like I I
154. 4:41started posting 2 years ago. We have
155. 4:42over 2 million followers. We get, you
156. 4:44know, thousands of leads every single
157. 4:46week. Um, but it's like
158. 4:48I'm also like cracked out on paid ads.
159. 4:51So, it's like
160. 4:52>> That's weird that you're So, but you're
161. 4:53you've done 4 million this year or 4
162. 4:55million run rate?
163. 4:56>> Uh, we're on track for 4 million this
164. 4:58year. We did like 3 million last year.
165. 5:00>> Okay, yeah.
166. 5:01Um,
167. 5:03I don't know what the views of your
168. 5:05organic is looking like.
169. 5:07Um, but of the people who are coming in,
170. 5:09have they seen your content?
171. 5:11>> Uh, some of them.
172. 5:13>> Okay. Yeah, so I'm just saying like to
173. 5:15what degree are they strangers?
174. 5:18>> Uh, I would say 90% are strangers.
175. 5:21>> Yeah, that's interesting given
176. 5:24given the size of the Instagram. Um,
177. 5:37So, your issue is that show rates are
178. 5:38not high enough?
179. 5:41>> Well, I mean, it would be everything.
180. 5:42It'd be show rate, close rate.
181. 5:44Um, I like I I my assumption
182. 5:47>> Mhm.
183. 5:48>> is that if they trusted me more than
184. 5:51everything would be better. You know,
185. 5:52like so like
186. 5:53>> That is true.
187. 5:54>> if I want to build that
188. 5:55>> We agree there.
189. 5:56>> So, uh cuz right now what I'm making
190. 5:58most of the money in is in a webinar
191. 6:01>> Mhm.
192. 6:02>> exactly what
193. 6:04cranks like everything. But
194. 6:07that is still like a
195. 6:10I don't have anything that runs in the
196. 6:11background. Like if I had a
197. 6:13a lead magnet that was actually good and
198. 6:15I could just send that to everyone
199. 6:17have them do it versus needing to show
200. 6:19up to a webinar.
201. 6:21>> Well, I think if you try to replace
202. 6:22webinar with lead magnet, it will not
203. 6:24work as well.
204. 6:25>> Oh, no. In the background. I'll keep
205. 6:26running the webinar forever, but it's
206. 6:28just like uh this is like
207. 6:31if they like that, they'd be more likely
208. 6:32to show up to the webinar.
209. 6:33>> Yeah, I mean you could also give that as
210. 6:35a as a carrot for the webinar as well or
211. 6:37a portion of it as a carrot of the for
212. 6:38the webinar as well.
213. 6:40Just to get the opt-in.
214. 6:42>> Yeah.
215. 6:42>> Um
216. 6:44But the main the main vein here is ad
217. 6:48webinar sales team, right?
218. 6:50>> Correct. Yeah.
219. 6:51>> And so from the webinar you're saying
220. 6:53the sale the show rate on the sales team
221. 6:54is low.
222. 6:56>> Um the show rate to the webinar is
223. 6:59probably the lowest thing. I mean, we
224. 7:01have a 30% show rate on the webinar.
225. 7:02>> That's fine, dude.
226. 7:03>> Um
227. 7:05but it's
228. 7:05>> Your KPI for webinar for cold traffic is
229. 7:0725.
230. 7:09So, like
231. 7:10you're fine. They're like that's you
232. 7:12just have to make the math work there.
233. 7:13Like you're not going to I mean, sure.
234. 7:15Like it's diminishing returns at that
235. 7:16point. Like there's probably somewhere
236. 7:17else that would be
237. 7:18you'd have greater leverage.
238. 7:20Okay, so let's assume that the show rate
239. 7:21is not a problem.
240. 7:23Um of the people [clears throat] who
241. 7:24show, what percentage are are are
242. 7:26booking?
243. 7:28>> Uh we got uh 10% booking rate.
244. 7:31>> Okay.
245. 7:31>> Of the people that show.
246. 7:32>> That's
247. 7:32>> not that many people though. You know,
248. 7:34like it's the the opt-in rate is
249. 7:35probably the the biggest thing. It'd
250. 7:37probably be
251. 7:39because like out of a thousand people,
252. 7:41we'll get 50 people that actually
253. 7:43register for a live webinar.
254. 7:46>> You mean a thousand clicks?
255. 7:48>> Yeah, a thousand clicks, yeah. So, they
256. 7:49go to the website,
257. 7:50>> give a 5% opt-in rate.
258. 7:52>> Yeah.
259. 7:53>> Well, then yeah, man. I think that is
260. 7:54the
261. 7:55If we're looking at webinar metrics,
262. 7:57right? Um
263. 7:58>> Mhm.
264. 7:59>> that's probably the biggest
265. 8:01constraint that you have. Cuz the 30%
266. 8:03show up is fine. The 10% is probably
267. 8:06low.
268. 8:07Um that should probably be closer to 20.
269. 8:10It's a book a call CTA rather than a
270. 8:11purchase CTA. So, that's that there's
271. 8:14something there. But, the biggest by far
272. 8:16is the opt-in.
273. 8:18By a mile.
274. 8:19Cuz like you can be a 25 or 30% there.
275. 8:22And like that's where you have that you
276. 8:23have like a five or six X there.
277. 8:26So, if I were you, I'd be looking at um
278. 8:28the ads matching to the opt-in page.
279. 8:33And I would be like my quote rule of 100
280. 8:35where I'd be focusing all my marketing
281. 8:36time would be on that page.
282. 8:39Like how do we make this clearer? How do
283. 8:40we make this simpler? How do we use more
284. 8:41visuals? How do we
285. 8:42um
286. 8:43call it add trust, right? To that page
287. 8:45and just make it more enticing
288. 8:47and more interesting um than what it
289. 8:48currently is. Cuz that like again, it's
290. 8:51like I look at the averages here. If
291. 8:52you're at a 30% show, it's fine. Like
292. 8:53it's not like we're not going to we're
293. 8:55not going to get like you're not going
294. 8:56to get from 30 to 60. It's not going to
295. 8:57happen.
296. 8:58>> Mhm.
297. 8:58>> But, [clears throat] you can absolutely
298. 8:59go from five to 10. You can absolutely
299. 9:00go from five to 20.
300. 9:02>> Mhm.
301. 9:02>> And so, that's that's where I think you
302. 9:03have your your four X.
303. 9:06>> Is in the opt-in? So, does the times
304. 9:09that they have open in order to opt in
305. 9:11for it, is that a bigger leverage? Like
306. 9:13is that a thing that you can
307. 9:14>> a lever.
308. 9:15That is for sure a lever.
309. 9:17>> Mhm.
310. 9:18>> Do you have just-in-time right now? Is
311. 9:20that how you're doing or are you doing a
312. 9:22>> No, there's two there's two that are
313. 9:23it's twice a day. So, it's at specific
314. 9:26times.
315. 9:26>> And you're doing both of them?
316. 9:28>> Yeah, it's broadcast live. I'm I mean I
317. 9:30did it, but I'm not doing it.
318. 9:32>> So, it's a re- recorded?
319. 9:35>> Yeah, it's uh two Zoom still. And so,
320. 9:38they still join a Zoom thing, but it's
321. 9:39twice a day and they have to register
322. 9:40for it. Correct.
323. 9:43>> Well, I would hardcore consider a
324. 9:44just-in-time.
325. 9:47>> Well, if I do that, I the show rate
326. 9:49drops down to 5%.
327. 9:50Uh so it's like the like uh
328. 9:53So when I when I do the the thing, what
329. 9:55happens is they go to a VSL right after.
330. 9:57Then they get a bunch then they get like
331. 9:59the email opt-in. And then a couple
332. 10:02hours later the
333. 10:03webinar goes. And then the show rate
334. 10:05goes from 5% to 30%.
335. 10:23>> But it is recorded right now. Correct?
336. 10:25It is auto. You're just picking two
337. 10:26times.
338. 10:27>> Correct. Yeah. That's what I'm saying. I
339. 10:29could just pick different times if that
340. 10:30would wouldn't potentially be the thing.
341. 10:35>> I mean, what matters is that they feel
342. 10:36as though it's real.
343. 10:38I'm guessing.
344. 10:39>> it's actually on Zoom. Yeah.
345. 10:40>> Yeah, no, I get it. Um
346. 10:43Yeah, the big levers there, man.
347. 10:45That's the big lever.
348. 10:46Bigger than everything else by a lot.
349. 10:49>> Does the time or the
350. 10:51>> It's both. I'm saying 5% is the problem.
351. 10:54>> No, no.
352. 10:55>> Yeah, 5% is the problem. Availability is
353. 10:57a big you know, a big thing of that. Um
354. 11:02God, there was this guy who had this
355. 11:03this little hack that he did which is
356. 11:05like
357. 11:06he had this thing where it was like it
358. 11:07just started 2 minutes ago
359. 11:10when they were there. Like one live
360. 11:12right now and that like murdered for
361. 11:13him.
362. 11:15>> Yeah, I mean, you could just
363. 11:16just-in-time you could do it every
364. 11:17whatever, but it has to go to a
365. 11:19different software.
366. 11:21>> You mean instead of Zoom?
367. 11:23>> Yeah, instead of Zoom. Yeah. So I'm
368. 11:25that's the one I did before with the
369. 11:26terrible show rate. Like even like at
370. 11:28the the peak of my webinar if I'm
371. 11:30looking at the stats, I get up to 9% of
372. 11:32people that opt in.
373. 11:33>> Mhm. Mhm. Mhm.
374. 11:38That is the lever, though.
375. 11:40I'm just saying.
376. 11:42>> So, more webinar times or different
377. 11:45webinar times?
378. 11:46>> I would say
379. 11:46>> Or I mean
380. 11:48and both.
381. 11:48>> Yeah.
382. 11:49I mean, page, the promise on the page,
383. 11:52um and then the availability
384. 11:53availability in terms of like their
385. 11:54ability to schedule.
386. 11:56But like, if I'm if I'm you, all of my
387. 11:58focus is on this point.
388. 12:01So, basically all the permutations of my
389. 12:02testing and all my obsession would be
390. 12:04here, not on the show right.
391. 12:07>> On the the opt-in.
392. 12:09>> Yeah.
393. 12:10>> Yeah. And then
394. 12:11>> I think the webinar could probably be
395. 12:12improved. If it's at 10%, it should
396. 12:13probably be at 20, but like, okay. Like,
397. 12:16not the the the thing I would focus on
398. 12:18is that.
399. 12:20>> Yeah. Cuz that'd be like a 4x
400. 12:22potentially that I could do.
401. 12:24Cool. All right. Well, I will try all of
402. 12:26those things and I will test all of the
403. 12:29lead magnet titles and split it up into
404. 12:32a million pieces.
405. 12:33>> Good.
406. 12:34I appreciate you.
407. 12:34>> you so much. Thank you.
408. 12:36>> Bye. If you're not getting as many leads
409. 12:38as you want and your business is demand
410. 12:39constrained,
411. 12:40>> [music]
412. 12:40>> meaning you could service more customers
413. 12:42than you currently have, then this is
414. 12:44for you. So, marketing is changing
415. 12:45[music] and I think ACQ tends to be on
416. 12:47the bleeding edge of this stuff. We
417. 12:48certainly spend the money
418. 12:50to do it, but we also build custom
419. 12:51software and we pay amazing vendors and
420. 12:53very expensive people to figure out the
421. 12:55system that we have right now and I want
422. 12:56to share it with you kind of open kimono
423. 12:57style. If you're not getting as many
424. 12:58leads as you want,
425. 13:00boy, do I have the thing for you. Click
426. 13:01below, [music]
427. 13:02book call and uh
428. 13:03hopefully I'll see you in Vegas.