# How to build a million dollar sales funnel using Facebook Ads

Channel: Greg Isenberg
Video: https://www.youtube.com/watch?v=psiIhdXHdH0
Duration: 52 min
Language: English
Words: 9065
Transcript page: https://viewrankai.com/tools/youtube-transcript/psiIhdXHdH0

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[0:00] what is the promise that you're going to give our our listeners today by listening to this um I actually I know I told you I didn't have any ideas but I thought of some things beforehand that I think could be interesting I think there's a massive empty space in the market for not douchy non agency companies who help other people run Facebook ads literally that a lot of the times when people are building startups or when people are thinking of businesses they're not thinking about the fact that even very simple Google ads are hard to set up for a company and for even an event so just being giving

[0:40] people like the basic package of meta ads and Google simple Google search ads it it can be a game changer for these people here's here's what I do okay uh just to just to get the business off the ground in one month start [Music] okay what is that oh [ __ ] this is this is called the play date it is a games console made by a company called panic and it's a a collaboration between Panic let's see if I can get this wait so I'm pouring some beer here using this crank oh ah I used to be a Barman wait let's try this yes see that you see that [ __ ] so

[1:30] it's a collaboration between uh panic and what do you call them teenage engineering the company that I have like every product of and it's just such a cute cool thing for panic to do it took them a very long time to make it it's like a passion project but it sells like a lot I don't know if you know about panic but they do like they make this console they also publish a lot of different video games they're like an aspirational company to me I love companies that are just like doing lots of weird stuff that's what I want you love weird you love weird stuff I just

[2:05] had uh Jason freed on the Pod actually your boy Jason was on the Pod yeah cool very cool and we talked about making software weird so you guys are very aligned on that aligned yeah yes Jason is great we actually just moved from using slack aana a notion back to using base camp after a four-year break and it is honestly refreshing like I started to have the feeling that my company was becoming like a chat room basically um like we were just on slack all day you just open Slack and you have all these red dots and I what I presented to my team last Monday two weeks ago was let's not

[2:47] become a company that talks about doing stuff all the time and talks about making stuff all the time and let's just become go back to being a company that makes stuff um and so yeah I'm I I feel like base Camp's interface is more built for just working on projects instead of talking about working on projects in fact it's actually quite hard to just have open dialogues within base camp the product and this is annoying some of my team but I love it not only did you switch to base camp you went viral on Twitter for it this tweet went crazy I never have anybody liking any of my

[3:23] stuff on Twitter or on X I was so I hate when that happens because I'm like oh did I do something bad did I like did I post something that's somehow uh risky politically or something and no I was I opened up Twitter and there was I opened up X there was a thousand notifications I never get more than two and so I was thinking [ __ ] did I make a really off-color joke uh it was just a the post about base camp which I'm trying to pull up the post you basically were just like I switched to base camp I think I I think the way I put it I mentioned this

[3:57] thing about slack kind of became the default interface of my company um and that but like your tools in a way do determine a little bit what your work culture is like and it your tools kind of I don't know how you say it there's probably a really nice way to say it like the tools determine the way you work something about that um and it was just so I I've been traveling a lot over the last few weeks uh Laura and I who run the company have been rethinking the business from the ground up uh but mainly from like the outside perspective so we're going to be relaunching the

[4:30] business on the second of October but then we started to realize to make all of these changes we're going to have to change everything inside the business too for everything to really work and feel different so we're moving office that's one big thing moving to a new physical location a bigger space and the SEC and that's like doubling down on us working in person together being able to collaborate with more people and the second thing was getting [ __ ] rid of slack [ __ ] that [ __ ] I actually took I saw your Tweet when it had like three likes like early and I was like this is

[5:04] this is interesting I I shared in my slack and I was like what do you guys think of this and people people didn't want to get rid of slack of course because it becomes it is your work interface yeah it literally becomes your work interface and here's one of the dangers I think of slack I see Laura who's a senior member of AJ and smart who's running like very large seven fig sections of the business I see that I started to see that her job was replying to people on slack and I'm like wouldn't we make way more money if you used your marketing strategy skills

[5:44] instead of replying to [ __ ] slack messages but it makes and it's the same for me I'm the CEO and I was spending all day just replying to slack messages it's because it's like easy to do that because the work is just put there for you it's like your tasks are ready for the day whereas real work that makes real money and makes seven figure differences that doesn't come from just responding to [ __ ] on slack from my perspective so I just wanted to get rid of it Go cold turkey it's gone now I haven't opened slack in two weeks it feels liberating this is the episode

[6:20] like what do you want to talk about today what do you want to talk about on the startup ideas podcast so yeah what is the promise that you're going to give our our listeners today by listening to this um I actually I know I told you I didn't have any ideas but I thought of some things beforehand that I think could be interesting uh like a couple of things that I notice are missing in the industry that could be for small startups or oneperson kind of solopreneur thingies uh one is I noticed that one like one of the best ways to build business and to grow a business is to

[7:01] run paid ads I mean a lot of people know this the problem is wow shocker shocker wow you know everyone's been asking for Jay ice cream jce cream Jonathan Courtney for these hot takes everyone these hot takes for me um but when so a lot of businesses small businesses big businesses need uh paid ads or they often don't even realize that paid ads are worth using the problem is that the market for people who offer paid ad services are either agencies which are too expensive and like too big and just confusing or douchy guys who are like 25 wearing a gold Rolex and look kind of

[7:42] intimidating quick ad break let me tell you about a business I invested in it's called boring marketing.com so a few years ago I met this group of people that were some of the best SEO experts in the world they were behind getting some of the biggest companies found on Google and the secret sauce is they've got a set of technology and AI that could help you outrank your competition so for my own businesses I wanted that I didn't want to have to rely on Mark Zuckerberg I didn't want to depend on ads to drive customers to my businesses I wanted to rank high in Google that's

[8:20] why I like SEO and that's why I use boring marketing.com and that's why I invested in it they're so confident in their approach that they offer a 30-day spread with 100% money back guarantee who does that nowadays so check it out highly recommend boring marketing.com and I think that so when I tell people that we at AJ and smart run a million dollars of ads per year they're like but Facebook ads don't work like but I heard meta ads don't work but I heard this doesn't work blah and I was I'm always very confused about why they think this but when I talk to them it's because

[8:56] they're somehow when they're looking for paid advertis iing for their business they fall into like the doucha verse you know what I mean they they they end up having calls with these people who are obviously just don't give you a sense of safety and trust and I'm always helping companies running their ads obviously for free this is just something I want I'm like you need to do this this is something that's very effective you can like turn on ads and get leads and then you can turn monetize those leads that's like a really big way our business runs and I think there's many there's a huge

[9:33] amount of space in the industry for one person ad ad Consultants basically who appeal to specific verticals and are not douchy so for example there's a huge space in the market for people who can run ads for just like salons like hair salons there's a huge space in the market for people who can run ads specifically for female product owners there's so many different verticals that you could go into running ads for people but not becoming an agency and not presenting yourself as like a rich person on uh on the internet because I I think that's a turnoff for a lot of people especially in Europe um and so

[10:18] that's one thing I'm thinking I'm always thinking about like again which which businesses would I start or which businesses am I trying to get my friends to start so that I can eventually just become part of it and and get a cut of it um I think there's a massive empty space in the market for not douchy non agency companies or single person shows who help other people run Facebook ads literally that that's it that's one idea what do you think do you notice this with the the fact that like paid ads get poo pooed but probably not for the right reasons yeah I also noticed that the

[11:01] gold Rolex Presidential or whatever it's called they all have the gold Rolex I don't know what it is about signing up to a meta account but it's like you need it's like you need unlock it with the Rox yeah it's like instead of log in with Facebook it's like log in with your gold Rolex yes yes I mean that's fine if you're appealing to people who want to run ads for that kind of Lifestyle stuff but it turns a there's a lot of people not realizing that there's an entire rest of the market for like if if you were um I I see I see a lot of open

[11:42] space for people to run ads to grow people's patreon accounts their creative patreon accounts things like this where it's about taking a cut of the of the revenue or something like that but there's just so much open space for it I'm I'm experimenting with this in my business at the moment so we're I'm experimenting with partnering up with other uh people in my kind of strategy design space and helping them run ads and helping them with sort of lead generation um and sometimes I'm shocked I'm like why haven't you done this in the last six years like why why are you just doing it now and often the story is

[12:20] a little bit like oh yeah we tried it and it didn't work and then we talked to this guy and he seemed a bit scammy and then this and this and this then we worked with this agency and we couldn't contact them and I'm like there's so much space for this there's so much space in the market for this just being the honestly just being a meta ads expert would be a game changer if you if you don't Market yourself in a weird uh it's about getting rich way you know what I mean so are you running the as The Meta ads expert are you running the ads yourself

[12:53] or you're just coaching them on how to run ads quite literally sit in a room with them uh opening The Meta dashboard showing them our meta dashboard showing them how we're doing it so it's a more of an advisory thing um so we're like advisor advising people on setting up funnels and taking a cut of their revenue we're going to like announce that publicly in probably two weeks after we launched this episode um but yeah it's for the last like two and a half years we've been advising other companies on lead generation building funnels that kind of stuff pure advisory no agency work no Consulting I guess it is a bit of

[13:33] Consulting but like yeah I was just like I don't know the difference between advisory and Consulting exactly so this idea what I okay now what I'm really understanding is someone can go and do this and not even charge a monthly fee but say like hey I'll take a percentage of Revenue here's here's what I do okay uh just to just to get the business off the ground in one month the first thing I would do is look around at events like yo let's say yoga retreats that are happening around New York something like that um just make a Google doc of the ones that are not full yet they haven't

[14:12] been filled and I would contact these people and try to figure out hey are you having trouble filling up these events I can fill it up for you using Facebook ads but I'm going to take a cut of every ticket sale the end there that's all my first clients obviously not everyone would say yes but that would be an example of how I would jump on this starting this business but yeah I would be looking for things where I think the product is probably good or the product is maybe interesting to me so I know how to make ads for it who uh and for me

[14:41] that's like creative stuff so I I I could definitely sell I could definitely help someone make ads for like creative Retreats things like this yoga retreats meditation anything in the wellness space anything in the design space um I'd also look at things like bigger you know know install like art installation things things like this I would be reaching out to these people assuming they don't know how to do paid ads and trying to work with them on selling out their thing because honestly event owners hate selling events they love putting on events that would be like my first vertical that I would attack well it's a pretty broad vertical so it's

[15:23] like a horizontal vertical of events but I would be looking at events around a city that I kind of understand in general topics that I kind of understand and I would offer them a deal like that where I'm taking a cut only for the ones they sell and only for the ones they sell through my ads through their ads which I help them set up cool I like it I mean easy to start I feel like you're right like people are getting I think you're right this you're you're right I don't like to say you're right often and the other thing is people think meta ads are dead because

[15:57] people are not understanding that meta ads are only dead for people under 35 So Meta ads work really really well for us better than anything else for over people over 40 and there are a lot of people over 40 in the world they're not all just dead you know so I think that a lot of the times when people are building startups or when people are thinking of businesses they're not thinking about the fact that just because they don't see Meta ads and just because they're not on Instagram does it mean like a massive amount of the population aren't seeing these things even very simple Google ads are hard to

[16:34] set up for a company and for even an event so just being giving people like the basic package of meta ads and Google simple Google search ads it's it can be a game changer for these people and if you're taking a small cut of every single one of those sales I know someone else who doing this as well and he's doing pretty well and he's also not douchy and he's a bit more like bit more in the selling like the spiritual events and stuff like that like Retreats things like this I don't know I feel my brain is a bit muggy I don't know if I'm making am I making

[17:09] sense you need your brain needs to get muggy more often because you are finally making some this is sweaty I'm also sweat okay so I was talking to a friend of mine the other day and I was like how's business he runs a SAS SAS business I think they do like three or four million AR software as a slug wasn't it software as a slug exactly yeah I just wanted to make sure that I know what you're talking about yeah and I'm like how are things going and he's like oh you know amazing like things are things are you know we just hit three and a half million ARR and we're growing

[17:44] double digits month over month and it's like oh great and then he ends it with and we don't even run any paid ads as like as as if it's something to be proud of or as if it's something to be proud of and I I hear that often I don't know if you hear this often ESP I hear all the time dude you're constantly hearing it I hear it all the [ __ ] time and I'm like yeah that's because you're stupid that you could have six million AR yeah exactly um I don't want to say your friend is stupid obviously I mean he isn't he's he isn't he's a really smart

[18:22] guy um but I think for whatever reason in Ventureland um a lot of the time it's it's kind of it's one of those things it's it's kind of a a status symbol to be like you don't 100% a status symbol this is the problem we take a lot of the Silicon Valley status symbols and try to apply these status symbols to small businesses I think this is what Jason freed is good at kind of cutting out and getting through the [ __ ] a lot of these status symbols like not running ads saying Facebook is dead saying meta dead are totally relevant when you're trying to be when the status game in Silicon

[19:05] Valley and the status game in startups is to work on like The Cutting Edge stuff but if you're working on doing something that's like you know running a yoga retreat or uh running a creaters retreat or trying to sell cups or whatever it is you don't need to play those types of status games and in fact they might actually hurt you like trying to build a massive personal brand or a massive like crazy like trying to do what liquid death did uh but for your tiny Yoga Retreat or something isn't going to necessarily apply without having loads of funding and all these other things um I think ads are just

[19:49] such an amazing easy way to start for most people I also know it because I run a community which has like a couple of thousand people in it we teach people also hey you know we're teaching them facilitation but we realize after a while well they need to get clients so we need to teach them some Basics and when people run ads into a simple funnel they get call bookings and when they get call bookings they get clients the end it's as simple as that when you're a oneperson show or a small team ads are so so helpful when you can't do some massive branding campaign

[20:25] and get on TV and do Billboards and stuff I don't think you should start with ads though that's my take because I think in order to create ads that are really high highly performing you have to have your messaging pretty dialed and I think the best way to get your messaging really dialed is to do organic content yes see what works on places like Twitter Instagram just do that for free learn that's your training wheels and then once once it starts to get get traction then you know okay this is the messaging on social I need and this is the messaging I need on my landing page

[21:05] that actually converts now I'm ready to experiment with paid ads I agree for Mo in most cases I agree with you uh and what we do is we because our audience again is is older like our our at the event that your uh CEO was at I think he was probably the youngest person there and he's in his 30s or something yeah so our audience our audience he's in his 70s he's in his 70s exactly he's in his late 70s like just due to the price range like our uh in-person events cost like 11,000 something dollars we are aiming for like generally it's senior people at

[21:47] corporates and and Consultants coming to our events oh now the senior people makes sense to me I don't they're quite literally senior people I don't mean senior senior uh although actually yeah the range the range of Ages at our last event was from 20 25 to 706 not too bad huh not too bad not too bad um what was I trying to say [ __ ] was I trying to say you're you're losing your memory in your old age dude I've had such a crazy last like six weeks my brain is done I need a break I can't get a break until like the 3rd of August but

[22:27] I'm definitely at the point now where I'm I'm like I actually need a break shh don't tell anyone but I've got 30 plus startup ideas that could make you millions and I'm giving them away for free these aren't just random guesses they're validated Concepts from entrepreneurs who built hundred million plus businesses I've compiled them into one simple database compiled from hundreds of conversations I've had on my podcast but the main thing is most of these ideas don't need a single investor some cost nothing to start I'm pretty much handing you a cheat sheet the idea bank is your startup shortcut just click below to get access your next cash flowing business

[23:19] is waiting for you but I but I think I was talking about ads [ __ ] ads all right [ __ ] it this is what happens when a guy from Europe comes to America for an extended period of time and goes to like LA and San Francisco and just gets overwhelmed the Mind cannot comprehend there was an earthquake while I was in La by the way oh are you okay I I I was making deals while this was happening I just ignored it to be honest I actually just didn't so I was on a call I was walking on the beach I didn't feel it but if I had felt

[23:57] it I would have totally freaked out I would have like cried or something we had like a a WhatsApp group for all the people who came to our event and they were like Point uh posting about it um but yeah so like let me close this this one up it is I I remember what I was talking about um it it is like this kind of form of Pride it's a status symbol to not run ads fine if you want to be if you're already like if you've already got funding if you've already got some Angel investment um or if you're just like have a huge personal brand oh yeah

[24:33] no dude I remember you were saying first post on you know first post post on social media before ads and I agree with this the only thing is sometimes people I agree that this is the best way to do it in the beste scenario you're able to test things out in an organic environment and seeing what and even just getting a feel for the way you write and practicing so we tell people and our people to to practice on LinkedIn just because that's where they happen to hang out um running ads though I think in itself is worth learning just as a discipline just because when you

[25:10] get that thing you want to sell you don't want to be feeling helpless and just like oh there's there's nothing I can do now I just have to wait and beg people to buy my thing or come to my thing I love the idea of just being able to put money into the machine the machine finds the people for you and then you can figure out how you're going to convert them which is another whole thing but I do think you're right if you can do both it's even better but I just think that discipline or knowing someone who can do it knowing someone who who can help you run these things

[25:42] and like demystify it uh is great and becoming the type of person who can help other people do that not huge startups but small businesses I think it's an no-brainer you know I've known you for a few years now and you talk I you always talk about ads I always it takes like if I'm hanging out with you takes like two minutes before you just bring up ads you just love bringing it up but I haven't heard you talk at all about conversion really like how much do you think about landing page conversion conversion rate optimization we well we definitely always we think about it more like

[26:21] return on ads ad spent essentially so our row ass and we are aiming we're basically aiming for like okay we spent $1 we want to make $150 back right and we have our funnel laid out essentially in every step so we'll have a funnel we'll have like 12 steps 12 different things that are going on and we're constantly constantly tweaking it so that like our Workshop or Master funnel which was which is our kind of most successful program we have been tweaking and like poking looking at this funnel to increase conversions for four years now since since November 2020 but it's not just landing page conversion

[27:07] rate it's sales calls it's like tweaking the video on the second page it's like the survey we're constantly tweaking it so the answer to the question is we obsess about it but we don't obsess about it in the very beginning we get the funnel out there and then we can really quickly see which things are broken which things make no sense um but yeah a funnel from day one to day 100 usually looks pretty different or a landing page can you walk me through how you actually write out the funnel and how you build the funnel and what tools you use i' I'd love to do that if it's

[27:44] not too boring I mean it is probably boring but it's whoever's going to listen to it is is gonna is going to probably do quite well so I think it's and and I'm I want to know okay yeah I think when you're learning a new thing when I'm learning a new thing the best way for me to learn it is to have one very specific example thing that I can use as my like I'm going to it's like I don't know if you're looking at a I'm trying to think of a good analogy for this maybe I don't need an analogy when I got into funnels the best way for me

[28:19] to learn funnels was finding someone else's funnel I really liked and funnel hacking it essentially signing up to every single part of it screenshotting every single page looking at all the emails screenshotting all those printing out the entire thing laying it all out and trying to understand what the hell is going on here like why is this happening and then this happening and then this happening so for me one of the first types of funnels that I got really interested in was called a vssl funnel which is a video salesletter funnel and it has um I'll just draw the thing I'm going to draw like the basics of

[29:00] this funnel so this funnel for us we are getting so this is cheesy but we're we go to this uh very cheesy but fun event called funnel hacking live which I've told people about before and this year I hope I'm not over I hope it actually happens or else this will be kind of embarrassing but we're picking up an award for having our first 10 million funnel and so I'll draw out our $10 million funnel so it's one one draw it out while you're drawing it out people who are listening to this on audio you might want to head to YouTube oh yeah I'll try to describe it

[29:37] but I'll draw the main funnel so we have an the first page you create is called an opin page so this is basically a page that offers someone who interested in the topic something and for in a vsl funnel that's something is a free training video so if let's say you want for us we want to sell a $7,500 facilitation program which is like a combination of uh self-paced videos and actual live coaching so we want to sell that and so what we offer them we don't sell them that first we don't even tell them about that first our Facebook ad is selling a onehour free training which teaches you the

[30:21] basics of facilitation and so our opin page is to sell that free training nothing else and so our opt-in page leads to a video okay when you say free train selling a free training you're not selling so the way you talk about it in marketing is you're always selling the thing that sells the thing I wish I could remember the name of the guy who said that Steve Larsson I think so your your Facebook ad is selling the opt-in page your opt-in page is selling watching the video your and I'll I'll tell you as you go but your basic right now all you're focused on is selling the

[31:01] idea of watching this video because people can get free stuff online all the time all of the all of YouTube is free why the hell should you give your email address and sit down and watch this particular video so you do have to sell watching this video basically um because in in the end someone being trained by you on a small level is an ad it's a pitch essentially because they're getting a sense of what it's like to be trained by you so there's an opt-in page which which basically tells them that they can get this free it can be also a downloadable it can be a lead magnet it can be like a

[31:37] PDF we're doing a new one soon which is like a list of different exercises and that kind of stuff like we have this this is actually one version of it here I'm holding it up to the screen it's an book a physical book called meetings that we're going to be using as a lead magnet that will actually ship to you it doesn't matter the page is about getting your email address and ideally getting your attention on something and so the next page so the first page we build these on either framer or clickfunnels so framer is when we want to have something that looks nice and

[32:16] clickfunnels is when a random person at AJ and smart including me who doesn't want to figure out how to use framer properly just needs to test some Facebook ads so I don't have any affiliate with click funnel click funnels uh but that's like what we use for a lot of our funnels so I'll make an opin page and how do I figure out how that op opend page should look I look at other people's opt-in pages right that's how I do it then the next page is the video the video is like a a training based off the book which is called expert secrets from Russell Brunson I

[32:52] know people think he's cheesy I don't care I think that book is really good and I use the I use 50% of the format of that book to do the training and instead of selling something at the end of the training like he does because I don't feel comfortable doing this I sell a call so basically I tell the in in this training I tell people if you liked this training and you want to know if you want to get like a proper training from AJ and smart either in person or online you can book a call with one of our career coaches who will talk you through

[33:28] and show you all the different things we have and we get between 16 and 20 of these call bookings per day which we which we have gotten since November 2020 um so the video leads to a call booking wait it sorry go ahead are you charging for these calls or they're free they're free they're free we we are actually paying for everything up until this point it's actually Roi negative up until this point um so it's a Facebook ad to an opt-in page to a free training and then this free training a certain amount of people I can tell you the exact stats we have if you're

[34:07] interested because I have this I want your I want the exact stats I am highly interested I'll open up the funnel tracking sheet and I'll tell you everything open up the funnel tracking sheet all right let's see will I give you a will I give you a feeling for this one funnel about how much how much it cost how much it made kind of thing so we spent uh 74 it's Euro we spent $80,000 on ads um in what month is this in June so this is just the June page that's open right now $80,000 in June on Facebook ads uh $6,000 in June on Google and YouTube ads

[34:55] so total ads oh yeah sorry total ads spent so total ads spend between Facebook and Google $79,000 $86,000 then total cash collected was 207 uh 2 oh yeah total revenue was $252,000 so and that's like 2,00 270,000 yeah $270,000 $252,000 this is getting confused using I apologize but our return on investment on Facebook ads and Google ads was 38% so that's an example um and you can see how many calls booked we had 339 call bookings only 273 of those people turned up because obviously not everyone turns up and we sold 65 units of Workshop or master that's an example of this particular funnel running um and this has been

[36:03] going for you know four and a half uh well whatever since November 2020 is so yeah that's that funnel so it's four years by the way four years okay Facebook and Google ads uh which then lead to a an opt-in page which then leads to a video which then leads to a uh calendly which then leads to the team taking call bookings if you want to see this funnel working you can but please don't book if I will ask your audience to not book calls that I'm just wondering should I do this to my team because actually every time they click on the ad we're going to get charged no

[36:41] I'm actually if you know you know if you know how to do this you know how to do it but I'm not it will please don't do the call booking part of this because that will cost my team a lot of time and money if you cancel but yeah we have multiple funnels like this we also have a book funnel that's running um one I can actually show you or your team can look at if you search for the work Shopper Playbook um and you go to Workshop or playbook.com this is the same thing except inste except instead of a free training you can get a either a free

[37:17] Kindle version of the book or you can get a digital and physical copy of the book we get we make zero actually we lose money at this step um but we want you to give us your email address and your details because then we can bring you into other parts of the funnel and we'll often use this as like the front end of the funnel because Facebook ads when you're holding something physical like a book work really well and so this is one of our funnels that has been probably the most successful one we've ever made and this book obviously isn't the best book ever it was supposed to just be a little PDF

[37:53] lead magnet that I created in the space of one week or less um but in the end it was like oh this lead magnet's getting so big we can use it as a bookfunnel but yeah so ads to bookfunnel to getting the email address and then into some sort of campaign later like our Black Friday campaign for this year so we'll take those leads which have not been monetized yet and we'll bring them into our Black Friday campaign uh we'll figure out what we want to sell or what we want to do um but yeah that's and all of that is Facebook ads basically and when you Black Friday campaign that's

[38:29] kind of like a squeeze campaign as they call it we for us this is straight up hardcore email marketing like we start telling people on anybody who's come through any of our funnels but hasn't bought anything yet um we'll send we'll start sending them emails for we'll create a sale we'll create a sale page using clickfunnels and anybody who hasn't bought anything yet will get pushed towards that sales page uh using emails and we'll be using convertkit to figure out who's done what and dude we send a lot of emails we're famous for that and get a lot of unsubscribes as well yeah I was going to ask like is the

[39:09] goal just to send as many emails so people unsubscribe like how do you think about unsubscribes and should you feel bad about them we tried to clean out our um list during these campaign so during Black Friday summer sale Prime day and a back to school sale um we're not emailing every single person on our list so we have 130,000 people on our list today although we don't do many list building activities outside of running Facebook ads um we will find us like um a cohort or or a segment of that of that email list and we'll use that but generally I mean we're try we're we're

[39:51] threading a thin line between uh sending too much getting too many unsubscribed like always testing that um but we have a lot of data from the last like 16 or 14 years on doing this now so we I think we've got a good your question is what how do we think about it we try to make the most sales with the least amount of unsubscribed but we're also okay if people opt themselves out of what we're selling as well because there there are people who probably just never want to buy anything that we have uh and then they can just continue consuming our free content on

[40:26] YouTube and that's that's also fine with us but but I also feel you know we have the biggest YouTube channel for our topic which is facilitation um hundreds of hours of free content out there so we're also we feel like we call it like the Goodwill bucket um whenever we do a big campaign like that where we feel like okay we're pushing it maybe pushing it a little bit um we we're also trying to make sure our go goodwi bucket of free stuff is is being filled up yeah I think that's smart I think that's smart it also probably helps you with your overall conversion rate like if

[41:04] someone finds you via Facebook ad and you know dude it's the big so we everybody who starts working on funnels with me one of their first questions is how do you track whether you know how do you track exactly which things are creating which conversions like so that I know should I put more energy into LinkedIn or into YouTube or into whatever uh and you know there's a lot of products that can help you track these things like hyros is one of these products and I in the end just we don't what did you call it hyos I don't know how you say it hyros hyros h h y r

[41:43] oos hus okay cool this tells you like I I think it tells you if someone comes all the way from YouTube and it tracks all the conversions all the way through we don't pay so much attention to that that and honestly the this is because I took advice from Sam ovens which is don't [ __ ] bother tracking it just you you have your monthly p&l you just make sure your company is growing and that your you know expenses are a lot lower than your incoming and just focus on like the Facebook ad spend Roi and you can assume that having really great content out there builds trust um the

[42:23] people in the clickfunnels community call it a shadow funnel meaning like someone sees your ad the next thing they're going to do is see if you're real and if they find a like six years of high quality YouTube content out there they're going to be a lot more relaxed about going into your funnel than if you're just completely invisible on the internet we might have to do a part two of this like how to build funnels dude I am obsessed with that I'd love to do I would need to have like um like being able to use like the Whiteboard sort of thing I would I would

[42:56] happily do a live with you but it would need to be like 3 or 4 hours long uh I would happily do that and I can go through we could make a funnel for someone or like for for a product I I would love to do that I love making funnels I love copyrighting if people if people want that comment on YouTube uh so we know um and that could be something that we do you know one of the biggest parts of funnels is copyrighting yeah I spent today I spent from I think I spent six hours today sitting with my team rewriting copy like that's why I'm

[43:36] honestly so tired it's just copy copy is honestly the hardest part of my job like take the most out of me yes you know my favorite thing ever is when we were doing our Partnerships with other companies we were working with a company last week and when I can come up with an angle for them and a sentence for them that just makes them go oh my oh that's it that's like the one of the most satisfying things of all time like Laura and I who run AJ and smart we obsessed with the nerdy elements of copy it's so it's crazy how much of a conversion rate

[44:11] difference it can make that's your uh Don Draper moment yeah can I tell you one copy hack like yes that you can there's two copy hacks actually so when you're writing copy for copy is just like text right like just in case anyone's wondering what the hell we're talking about um one of the biggest things when you're writing copy and you're trying to figure out is it good or not especially for a landing page is you can ask yourself the question does this copy push towards the idea that it will increase someone's status so this is a really big thing it means that oh I held

[44:47] it up to the screen and I realize not everyone listens the idea is that we're often writing copy when we're writing about a product we're not thinking about the fact that people often buy things because of St status like will this make me look better to my peers and and you think you think like when you're selling corporate training like we do well then we should never lean on the status thing but of course if you learn something that makes you more valuable to your colleagues in work your status increases because more people want you to do things and so we lean right into that and it's it makes a massive difference

[45:23] to sales if you push towards this idea of helping people increase their status and not in kind of like a again it's not like if you buy this cool watch then you're going to have a higher status it's if you are more useful to other people you will be perceived as higher status and it's all very different for different uh topics and different companies that's one the second thing is if you're stuck trying to figure out what the hell do I write for this headline like I'm trying to sell this microphone or something then you can you can draw this thing which is kind of cool which I'll draw and show here but

[45:56] I'll also explain it um so on the left it says pain and on the right it says pleasure I'm sure a lot of you already know this because you've got smart people in your audience and when you're writing copy you can figure out whether you want to write copy that moves people away from pain so away from pain is like um never carry around like this microphone is battery controlled so it doesn't need this like Phantom energy thing uh if anyone knows like a lot of microphones need to be plugged into a much bigger thing for them to work so with this microphone if we were talking

[46:34] about moving away from pain we would say uh never get stuck in the airport without your podcast equipment again or something like this because you can fit it in your pocket doesn't need Phantom energy so that's moving away from pain because it's reminding you of a painful situation that happens to you moving towards pleasure would be talking about how beautiful this thing is and how nice sounds so it's talking about the positives and sometimes depending on the economy this is something that a lot of people talk about in the marketing space when the economy is really bad and things are going to [ __ ] then you want

[47:10] to make copy or and especially if you're selling like some sort of Education Service you want to talk about moving away from pain so during covid a lot of Market a lot of marketing was about moving away from pain in Good Times uh and and prosperous times you talk a lot about moving towards pleasure it's just another little hack when I get stuck writing copy that's really good I've actually never heard of that I learned it from I think it was Dean graziosi on Twitter like [ __ ] six years ago or something or on stage at clickfunnels funnel hacking live just all the all these kind of old school

[47:52] telemarketer guys I love that people don't really pay the pay attention to them because they have a lot of really good like they read all these old copyrighting books like Dan Kennedy all these kind of like old school marketers they have some really good um copyrighting tips like they invented this topic and we're all just too cool to to learn it now but I'm definitely not too cool to learn we're too cool with our gold Rolexes I'm going to get three gold Rolexes minimum so that I can open my ads account I have another random idea for you I don't know if I have time for I

[48:28] think I gotta go [ __ ] what if I say it in one sentence what if I say it in one sentence yeah say it in one sentence now that weed is legalized in so many places there are people like me who don't like the smell of it and now it's everywhere it comes into your apartment if someone can figure out a way to get rid of that smell and and help with this issue um they're going to make trillions for both the people who are smoking and the people who are receiving the smoke from in cities in cities especially but how how would you do that

[48:58] I have been kind of hacking together my own system here and that's that's a longer episode but if people can like making a website based on this search term like getting rid of weed smell from Neighbors and just turning that into affiliate links to specific air purifiers things like this um like doing like something like the wire cutter but for this specific problem dude I don't know maybe it won't make billions I'm surprised you said website when you could have said turn it into a funnel well we do we have a huge distinction between websites and funnels what is that distinction the distinction is a funel one sentence in one sentence a

[49:42] website is a business card just saying here's all the stuff we do a funnel is a step-by-step process to bring someone from being a stranger to a customer beautiful all right JC J ice scream Jay scream Jonathan Corney Greg I missed you I missed you too dude I missed you too I wish I I had turned up in a more like non manic state but you know just full disclosure for the listeners I was texting you and you were not responding for weeks yeah I know I was traveling dude I was uh I was in your beautiful country getting my brain melted by so many different C things going on it's good

[50:28] fun I mean I was literally here here Thursday August 29th bro come on the Pod no response no response no no response then finally I write I finally finally you respond and then I just wrote I just miss you no response imagine imagine texting someone being like I miss you and not responding oh [ __ ] oh [ __ ] at at least any of the other people who are listening to this podcast who know me and have the same problem with me now don't feel like I'm just attacking them individually by not responding to stuff yeah dude I have to tell you off the off the podcast how the

[51:09] last six weeks have been because it's crazy you'll you'll forgive me you'll forgive me it's been real catch you on the next one dude it's been thank you so much thanks for having me back on of course you're welcome anytime [Music] baby

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