The Conveyor Belt: This Ad Sequence Turns Lurkers Into Buyers
A live Zoom training on turning boosted posts into a system that keeps cold traffic moving through four content angles until strangers are ready to buy.
Posted
1 years ago
Duration
Format
Tutorial
educational
Views
2.3K
48 likes
57 · 43
Big Idea
The argument in one line.
Boosted posts turn a single piece of content into a self-running conveyor belt that moves cold strangers toward a sale by rotating four content angles until each one lands.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach, consultant, or agency owner running boosted posts or retargeting ads who wants a repeatable system for turning cold viewers into buyers over weeks or months.
Anyone selling a low-ticket front-end offer who needs a constant stream of new content without burning out on ideas.
A local or brick-and-mortar business owner, a laundromat, an AC repair company, a salon, wondering how content marketing frameworks apply outside coaching and info products.
SKIP IF…
You want a same-week sales spike. This system is built for accounts willing to run it for 90 days to a year before it compounds.
You need platform mechanics beyond Facebook and Instagram, the live Q&A only covers boosting on those two platforms in depth.
TL;DR
The full version, fast.
This training argues that in 2025 it takes about seven hours of content across eleven touch points before a stranger will buy, so a single ad was never going to be enough. The fix is a system called the conveyor belt: take one piece of power content and rewrite it four ways, actionable, analytical, anthropological, and aspirational, then boost each version to warm and retargeting audiences on Facebook, Instagram, and YouTube. One video topic becomes twelve pieces of content once video, written, and podcast formats are layered on. The framework gets applied to a laundromat, an AC repair company, a webinar agency, and a fitness offer, then the back half turns into live audience Q&A on the actual Facebook boost settings.
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Laurel opens by arguing boosted posts sit at the intersection of organic and paid: paid ads are organic content with money on it, and that reframe drives the whole system.
02:10 – 05:30
02 · The 2025 trust recession
Why it has gotten harder to sell anything in 2025, her 20-plus years starting in local TV news in 2002, and Google's data that buyers now need about seven hours of content across eleven touch points before they purchase.
05:30 – 10:30
03 · Two ways to build a list
She maps her ecosystem: a physical list built through funnel opt-ins and purchases, and an invisible list built from anyone who watches 25 percent or more of a power content video, plus the funnel math showing how much paid traffic gets lost before a VSL ever plays.
10:30 – 15:35
04 · The conveyor belt and why it needs time
The core metaphor: cold viewers move from not-ready-to-buy to ready-to-buy as they consume more content, and the system only works if you give it 90 days to a year rather than judging it after one video.
15:35 – 20:37
05 · The four lenses framework
Every piece of content should hit exactly one of four angles, actionable, analytical, anthropological, or aspirational, never blended, because each angle speaks to a different kind of buyer.
20:37 – 25:40
06 · Worked example: the $5 webinar ad
She rewrites one power content video, a $5 ad that revived a dead webinar funnel, into all four lenses to show the same story told four different ways.
25:40 – 30:43
07 · Laundromat and webinar agency examples
The same four-lens breakdown applied to a laundromat's wash-and-fold service and a webinar agency's cold traffic numbers, plus a mention that her book with Nick is built on the same four-lens chapter structure.
30:43 – 35:47
08 · AC repair and burrito examples, and no shortcuts
Two more worked examples, an AC repair company and a burrito-based fitness offer, followed by her insistence that there is no easy button, the system takes putting in the reps.
35:47 – 40:08
09 · The two-prompt ChatGPT swipe file
She hands over the exact two ChatGPT prompts that turn 15 content-bible headlines into all four lenses automatically, with the rule to use ChatGPT for acceleration, not ideation.
40:08 – 45:22
10 · Live Q&A opens: how she actually boosts
Training wraps and she takes live callers, screen-sharing her own Facebook profile to show exactly how she sets up a boost, including a new group-growth objective she says she just discovered.
45:22 – 52:20
11 · Personal brand, speed, and symptom-first messaging
Callers ask how to speed up the timeline, whether a financial advisor should build under a personal or niche brand, and how a freelance-beginners offer should talk about symptoms instead of the word freelance itself.
52:20 – 57:47
12 · Give it away for free, and the sign-off
A caller worried about training people out of a job hears that free teaching still converts because most people cannot execute alone, then the session closes with a note on borrowing other creators' audiences before moving to the next Zoom call.
Atomic Insights
Lines worth screenshotting.
It now takes about seven hours of content across eleven touch points on four platforms before a cold stranger will buy, according to Google's own data.
A boosted post is just a Facebook ad with an expiration date, the settings underneath are identical to a manual ads manager campaign.
One piece of power content can become twelve pieces of content by rewriting it in four angles, actionable, analytical, anthropological, aspirational, and three formats, video, written, podcast.
Mixing content angles inside one piece of content loses the audience, an analytical viewer will not sit through an aspirational story to get to the numbers they wanted.
At any given time only two to three percent of an audience is ready to buy, funnels are built to capture only that sliver while boosted posts move everyone else forward.
Boosting a personal Facebook profile, not just a business page, took one creator from under 10,000 to 19,000 followers in three to four months.
A VSL funnel that sends 1,000 clicks at two dollars each nets roughly 80 people who actually press play, most of the paid traffic is lost before the pitch starts.
The real difference in selling to freelance beginners is talking about the symptom, burnout, hating a job, rather than the solution they don't yet know they need.
People are not buying information anymore because it is all searchable through ChatGPT, they are buying implementation and speed.
A face behind a brand outperforms a faceless brand because people follow people, then buy whatever that person launches next.
The fastest way to shorten a one-to-three-year content runway is not a better hook, it is showing up with new content every single day.
Takeaway
The Conveyor Belt Turns Cold Traffic Into Buyers
THE CONTENT SYSTEM
Buyers now need about seven hours of content before they purchase, and the fix is rewriting the same topic across four content angles until cold traffic turns warm on its own.
01Organic and paid are the same thing
Paid and organic content are the same lever, a boosted post is organic content with a budget attached, so one strong piece of content pays off in both channels.
02The 2025 trust recession
Expect buyers in 2025 to need about seven hours of content across eleven touch points on four platforms before they purchase, so one ad was never going to be enough.
A track record that predates social media, like two decades in local news production, is content in itself, it explains why an audience should trust the strategy being taught.
03Two ways to build a list
Split lead generation into a physical list, funnel opt-ins reachable by email or DM, and an invisible list, retargeting audiences built from video watch time, so no paid traffic gets wasted.
Only expect roughly 20 percent of landing page visitors to opt in and 40 percent of those to press play on a VSL, so plan for most cold traffic to need a second chance through retargeting.
04The conveyor belt and why it needs time
Judge a retargeting or content system over 90 days to a year, not after one video and one custom audience, moving cold traffic to ready-to-buy is a volume and time problem, not a one-shot problem.
At any moment only two to three percent of an audience is ready to buy, the system's job is to keep refilling the other 97 percent so someone is always crossing the finish line.
05The four lenses framework
Write every piece of content in exactly one of four angles, actionable, analytical, anthropological, or aspirational, instead of blending them, because a viewer wired for one angle tunes out the others.
One topic can become four pieces of content by angle and twelve once video, written, and podcast formats are layered on top.
06Worked example: the $5 webinar ad
A single power content topic can be rewritten as a numbers-driven post, a behavior-driven post, and a story-driven post without inventing new information, just reframing what already worked.
07Laundromat and webinar agency examples
The four-lens framework applies identically to a laundromat, a webinar agency, or a coaching offer, only the specific numbers and language of that audience change.
A book, course, or any long-form product can be structured chapter by chapter around the same four lenses so every reader type finds a way in.
08AC repair and burrito examples, and no shortcuts
There is no shortcut to having enough content, a creator with several years of reps can coast on already-produced actionable, analytical, anthropological, and aspirational angles.
Borrow the same four-lens structure for local service businesses like AC repair by grounding each angle in a real regional detail, climate, cost of a breakdown, cultural attitude toward maintenance.
09The two-prompt ChatGPT swipe file
Feed ChatGPT a content bible of real audience problems first, then ask it to rewrite each headline across the four lenses, using it to accelerate a process already thought through rather than to invent the thinking.
Reject any content brief ChatGPT wrote from scratch without your own audience research, generic AI answers read as generic to your audience too.
10Live Q&A opens: how she actually boosts
A boosted post is a Facebook ad that expires on a set date, the underlying settings are identical to running the campaign directly from ads manager.
Boosting from a personal profile, not just a business page, can grow followers faster because people already have ongoing conversations there, one creator went from under 10,000 to 19,000 followers in three to four months this way.
11Personal brand, speed, and symptom-first messaging
Default to running content under a personal name instead of a faceless niche brand, since audiences follow and buy from a specific person more readily than an anonymous page.
The fastest lever for shortening a one-to-three-year content runway is not a better hook or a bigger budget, it is showing up with new content every single day.
When an audience is not yet solution aware, market the daily symptom they already feel, hating a job, being burned by side hustles, rather than the specific fix you sell.
12Give it away for free, and the sign-off
Giving away the full teaching for free doesn't cannibalize a paid offer, most people still cannot execute alone and will pay for someone to review their specific situation.
Borrowing another creator's audience by asking to guest-teach their group is one of the cheapest ways to reach new ideal clients, and it is as simple as directly asking ten people in your niche.
Glossary
Terms worth knowing.
Boosted post
A Facebook or Instagram ad created by paying to promote an existing organic post. The settings are the same as a normal ad campaign, but the promotion expires on a set date.
Power content
A three to five minute video used as top of funnel bait. Watching 25 percent or more of it puts a viewer on a retargeting audience even if they never opt into a funnel.
Invisible list
An audience built from people who watched power content but never gave up their contact information, reachable only through retargeting ads, not email or DM.
Physical list
Contacts collected through a funnel opt-in, purchase, or form fill, reachable directly by email or DM.
The four lenses
A framework for content angles: actionable (how-to), analytical (numbers), anthropological (human behavior), and aspirational (story), each aimed at a different type of viewer.
Content bible
A creator's own document of 15 to 25 core content topics and headlines, used as the raw material that gets rewritten into the four lenses.
Warm stack
The layered retargeting audiences built from people who engaged with power content or ads, used to keep serving them the next piece of content on the conveyor belt.
“We are in a major trust recession right now, people don't believe shit.”
blunt, quotable framing of why marketing feels harder in 2025→ TikTok hook↗ Tweet quote
03:55
“Someone before they buy is going to look for you, that's seven hours of consuming content across eleven different touch points.”
a concrete, sourced stat that reframes how much content is actually needed→ newsletter pull-quote↗ Tweet quote
11:26
“The only way to move people along the conveyor belt faster is one of two ways, more content or more money.”
tight thesis line with a clear either-or→ IG reel cold open↗ Tweet quote
12:16
“What do we now have? A conveyor belt full of people ready to buy 24-7.”
the payoff image of the whole framework→ TikTok hook↗ Tweet quote
33:47
“I'm not the best person at ads, I'm not the thousandth best person in this county at doing ads, you just have to stay in front of people the longest.”
self-deprecating honesty that undercuts guru positioning→ IG reel cold open↗ Tweet quote
39:37
“Use ChatGPT for acceleration, not ideation.”
a tight, repeatable rule about AI use→ TikTok hook↗ Tweet quote
50:59
“They're not solution aware, sometimes they're not even problem aware, we have to meet our audience where they are and talk about the symptoms.”
reframes copywriting from solution-first to symptom-first→ newsletter pull-quote↗ Tweet quote
53:34
“People aren't buying information anymore, they're buying implementation and speed.”
clean one-line thesis on why free content doesn't cannibalize a paid offer→ TikTok hook↗ Tweet quote
The Script
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So today we are going to be talking about boosted posts. Now this is by far one of my favorite strategies and I think in my opinion it is one of the most underutilized strategy. Why is that?
Well it's because this is where organic And paid ads are literally going to collide. You know, if you've been in my world for any period of time, you guys will hear me say, I don't look at paid ads and organic as two different things.
I look at them as the same, right? When you're looking at paid advertising, that's just organic content with money on it. And when you're looking at organic content, that's just free advertising.
So to me, in my world, I do not like separate the two. They are just together all of the time, right? As a matter of fact, if There's nothing else that you do except what we're going to talk about today.
You will be fine. You will be far ahead of where so many other people in the marketing space are, right? And so the main thing that you have to understand in 2025 is that it has gotten extremely hard to sell a product.
Now, this doesn't mean whether it's a low ticket product, whether it's a high ticket, e -commerce, brick and mortar, guys. I'm going to give you guys examples of how to execute this across different industries. As a matter of fact, I'm going to show you examples from a laundromat.
I'm going to show you examples from an AC repair guy. I'm going to show you examples from a webinar agency, a real estate agent. We're going to cover a ton of examples here so that everyone leaves here today knowing exactly how to actually run this conveyor belt.
And you guys will see why I say that here in a minute for your business. And like I said. I have students who run nothing but this strategy right here for $300, $500 a month, and they make $10 ,000, $11 ,000 in their business by just running this.
And so even if you have a low budget, especially if you have a low budget, this strategy that we're going to talk about is for you. So the first thing that we have to understand is that now it just takes longer for people to make a decision. Why?
Because a whole bunch of internet marketers fucked things up. We are in a major trust recession right now, right? That people don't believe shit.
Like people will comment on my ads that it's a scam. I'm like, this is a fucking course. How is a course that teaches you how to do something a scam, right?
It's not like when you pay for it, it goes to a blank page and said, ah, ha, ha, ha, I got you. Like it's a freaking course, right? And so it's just so funny how people just look at anything that is being sold on the internet as a scam.
Well, we have our forefathers of marketing from the early 2010s to thank for that. But guess what? You guys are in the right room.
I've been doing advertising since 2002, long before social media. So for those of you guys who don't know, I worked in television for almost 20 years. I started working in television in 2002.
And then I quit in 2018 when this business actually took off and I was making more money than I was at the TV station. Like, I'm not one of those people that's like, I wanted to quit my job. I actually loved my job.
And the reason that I love my business so much is because it allows me to actually do the thing that I love on my time. Right. And so that's why I enjoy spending so much time with you guys.
Like a lot of people ask me, Laurel. how do you have so much energy for the $7 program? I'm like, dude, how lucky am I that I get to do the thing that I love and teach other people how to do the thing that they love, right?
So if you're new, that's kind of what separates me is this strategy that I'm going to show you guys is not something that I learned from a webinar. This is something that I learned while working in television in real time and learning all of these advertising principles. And so one of the biggest principle that we're going to talk about is How do we convert someone from the first time that they see us to the minute that they decide whether or not they're going to work with us?
OK, that's a long journey. A lot of people used to say it takes seven touch points. According to Mr.
Google, who's got billions of data points now, it's seven hours of consuming content. That means someone before they buy. is going to look for you okay and so this is why just running ads is no longer going to work because when they see an ad they're going to go to your youtube channel they're going to go to your linkedin they're going to go through all of the things to find you especially they're going to google your name i guarantee you they're going to google the name okay so google says seven hours of consuming content 11 different touch points, okay?
11 touch points. This could be an email touch point. This could be a DM touch point.
This could be them watching your YouTube, a podcast episode, doesn't matter, but 11 different touch points across four platforms. So this could be email platform. This could be a YouTube platform.
This could be podcast. And this could be in someone else's group. Maybe they saw you speak on stage.
Maybe they saw you speak in someone else's group, which by the way, is one of the most underutilized strategies to get traffic is actually borrowing someone else's audience as a matter of fact i did that yesterday in sarah and justin's group walk up wake up to freedom that is one of their major strategies that they teach in that program why because it's a transfer of authority one of the easiest ways to get in front of people who are likely going to be your ideal clients is by borrowing someone's audience.
All of this stuff is going to work together. We have to start building an ecosystem. So what does that ecosystem look like, right?
Let's go ahead and dig into the actual training. So if you are well aware of what my ecosystem looks like, we send cold traffic to two places. One place is going to build something that is a physical list.
One's going to be sent to where we can build something that's called an invisible list. Okay, what does that look like for my ecosystem itself? Well, if we take a look here, the invisible list is going to be built with people watching power content, which are Goodwill videos that are three to five minutes long, right?
If people watch 25 % or more of one of those videos, they're going to get put onto our invisible list that is going to be contained within our warm stack. The other way we're going to generate leads is a physical way through something like a funnel, right? Now, this doesn't matter whether you have an e -commerce funnel, whether you have an e -book funnel, a webinar funnel, low -ticket offer funnel, it does not matter.
We are generating leads in two different ways. A physical way, right? When someone buys my $7 program, I get your information and I can follow up with you any given time, right?
But however, if someone's watching my power content videos, I can't see who they are. I can't physically track them down.
All I can do is put more content in front of them via retargeting ads. And so that's why we say that we generate leads in two different ways, a physical way and an invisible way, okay? Now, what's important for you guys to understand is that what we're gonna be talking about today is what's highlighted in red below, okay?
This is the holy grail, in my opinion, of advertising, and hardly anyone is taking advantage of it. Hardly anyone. As a matter of fact, most gurus tell you not to do what I'm actually going to tell you how to do, and they are missing out on a huge opportunity, okay?
So if you look at where I have highlighted in red, this is boosted posts. I consider this the conveyor belt because this is where we are going to... get people from that first touch point.
They just watched a piece of power content that clearly defined the problem that you can solve and how to actually solve it. That gets them on the conveyor belt. What also gets them on the conveyor belt is, well, they clicked on your funnel, right?
If we take a look at the amount of traffic that gets lost within a funnel. It is freaking ridiculous. Do you guys know how expensive it is to run a funnel?
Let's just use a VSL funnel, for example. We just use a VSL funnel, for example. When you send someone to your landing page, industry standard says, how many people are going to opt in?
20%. Let's just do a little bit of math. Let's see if I can keep up without a pen and paper.
Let's say we send 1 ,000 people to a landing page to watch a VSL. Industry standard says only 20 % of people are going to opt in. Holy crap.
We went from a thousand people to 200. That is a lot, right? And if we're paying $2 a click, which by the way is on the low end, we just paid $2 ,000 for 200 people to opt in.
And guess what? The next number gets even worse. Only 40 % of those people are even going to hit play.
on that VSL or webinar, 40 freaking percent. And if it is a live webinar, guess what? You're looking at 10 to 20 % of people showing up.
So you just paid $2 ,000 for a small minuscule amount of people. If we're looking at 40 % at 200, that's 80 people. You just paid $2 ,000 for 80 people to press play.
That's not even saying they're going to get through the first five minutes of it. The numbers get worse as we keep going. And so that is why I built this system because no traffic gets left behind, right?
If we send people to this landing page with cold traffic, we can plug that black hole easily by, well, we can say, well, if they didn't opt in, I can give them one other opportunity to enter my list through the invisible way, right? We can get them to watch content with one of these videos. So now we're not only using these Goodwill videos to get cold traffic in, we can even use them as a retargeting strategy for people who are not entering our funnel.
Because here's the deal. How many of you guys have ever opted into something and you're like, man, I just, I'm going to watch that later. And guess what?
We never fucking do. You know how many replays are sitting in my inbox right now? I haven't even looked at my email in several years, right?
And I opt in to stuff all the time. I'm like, oh, maybe I'll log into my email. Nope, don't.
So what we're gonna talk about today is how do we keep people on the conveyor belt, whether they're coming in through our power content or through our funnel, okay? Awesome. You guys ready for this?
Because this is honestly my favorite thing to teach. It is my favorite thing to execute. And, you know, I, I'm just ready to rock and roll on this.
Okay. So here's what we're going to be talking about, because I think a lot of people think that I only promote videos. That is not true.
As a matter of fact, when we're talking about boosted posts, if you look at that little red squiggly line down there, boosted posts could be video. It could be written posts and it could be podcast. Okay.
So a lot of people ask Laurel, where does my podcast strategy fit into this? Well, right here. And I'm going to show you exactly what type of content.
goes good and will move people along the conveyor belt the fastest, right? Because the only way to move people along the conveyor belt faster is one of two ways. More content or more money, right?
The more content we do, the more people are going to move faster across that conveyor belt, right? So if we look at this conveyor belt, right? On the left -hand side, we have the people.
who are not ready to buy. And then we've got the people who are ready to buy, right? At any given time, two to 3 % of people are always ready to buy.
But here's the thing. Those are the people that funnels attract are the people who are all ready to buy. And that's who all marketers want.
And so why is my strategy so cheap? Well, we're going to attract our ideal clients in a different way, because here's the thing. Here's the magic that happens.
If we go here, What do you guys notice when guy number one is on the left side of the conveyor belt and that first dude gets all the way to the end? What do we now have?
A conveyor belt full of people ready to buy 24 -7. And that is what we want. But here's the deal.
A lot of you guys are fucking impatient. You launch one power content video. You make your little custom audience at 25%.
You send them an offer and you're like, Laurel, your strategy didn't work. I'm like, no shit, right? You gotta give it time.
And for some of you guys, time might be a year. For some of you guys, time might be 90 days. It does not matter.
Like for it just, you have to give it time, right? You have to give it time. I'm being a little spicy today because I want you guys to realize this, right?
Go back to the numbers that we were talking about at the beginning of this call, seven hours of consuming content. So that means we need to put a shit ton of content for people to consume. I'm gonna show you guys a very simple way so that you only have to do one simple content exercise and then you have an infinite amount of content at any given time, okay?
But we need to give this strategy time. And like I said, this is probably the lowest budget. that you could do with like paid ads, honestly.
Like this is something that I do on YouTube. This is something that I do on Facebook and Instagram. Those are my platforms, but you could literally do this on LinkedIn.
You could do this on, you know, TikTok. I've got clients who love TikTok. And so some of them implement on this on TikTok.
But again, when you're looking at short form videos to get seven hours of content, a lot, a shit ton of like content that you're going to have to do. As most of you guys know, there is a place for short form video in my strategy. This part is just not it.
Okay. What we want to accomplish here is we want to get people consuming our content so that we can push them to making a educational decision to buy. We want them to be completely confident, right?
Because what happens when people buy your product? What happens immediately if we do not set them up for success? What happens?
Almost immediately, they give you $5 ,000 and they're like, holy shit, holy fuck, what have I just done, right? What we want to accomplish here is we want them to have complete clarity on what they are buying. And so that is what this strategy is actually built to do.
For those of you guys who are in my Lean on Laurel program, I didn't sell you on a phone call. Most of the time, I don't even sell during a messenger conversation. Most of the people who come to me in Lean on Laurel, they're literally in my messenger saying, where's the link to apply?
They're not asking me questions because why? I've been educating them on what I do. what the program's like this entire time.
And so by the time that they get to me, they already know and see me as the only solution. As a matter of fact, whenever people join the $7 program, I get comments like this all the time. Yesterday, I had the sweetest comment on one of my ads.
It's a guy who literally was like, Laurel, I am in a school group that's like $150 a month. And he's like, I felt like. They wanted me to give them more money in order to show the good stuff.
He's like, I literally logged into your $7 program, watched a couple of your videos and automatically knew you were my girl. And he was just automatically sold. He's like, I cannot wait to get to the next level, right?
And so it's, yeah, like Dr. Tony says, tell him how gangster your application is. Yeah, like you can't even fill out my application if you are not legit.
And that's what comes with a lot of friction. Because I don't want people buying the program if they are not 100 % ready. And I'm not going to be one of those people that's going to have to arm wrestle someone to buy from me.
That's just not who I am. And it breaks my heart when I hear the stories from people saying, I wished I would have known this before going and buying another program. And so we don't want that to happen to our people, right?
How many of you guys want, like, wouldn't you feel awful if you enrolled someone who was not ready to actually pay you? It makes you feel like shit. I don't want to feel like shit.
I want to feel good about selling. And the way that I feel good about selling is this strategy right here, but we have to give it time. Now, for those of you guys who are here, and if you're watching this as a replay, right, you should have picked your power content topics, right?
Everyone here should have at least 15 to 25 content topics that they've already done. within their content bible right if you don't know what the content bible is that's okay it's in the program you guys are gonna find it um but for those of you guys who are ready for this lesson today you guys should have done your power content um through your your uh content bible okay so here's an overview of what this is gonna look like okay here's what the conveyor belt looks like okay so What we're going to do is we're going to take all of the actionable content that we've already created for our power content, right?
So my favorite piece of power content is an ad that says, here's how a $5 ad revived the dead webinar funnel, right? That's the actionable content. Now, here's the thing.
What I'm going to teach you guys today, you can use it wherever you want in the ecosystem. I'm just going to show you guys how I use. these frameworks in my ecosystem so that it works for me.
Can you do these other pieces of content top of funnel? Abso -freaking -lutely. But the reason that I like to keep top of funnel, meaning ads that go to my cold traffic, right?
I find it much easier to do actionable content like the how -to videos, right? You ever hear a guru say, you know, how -to videos will never get people to buy? That's only half true.
right the what they're what they're meaning to say is that you need more than one type of piece of content and so what i put together is something that i learned from my mentor he calls these the four lenses okay people consume content in four different ways actionable analytical anthropological and aspirational and i'm going to show you guys how to actually execute each one of these okay so Actionable, I love to use to cold traffic because it's easy to give a cold audience clarity on the problem that you can solve.
That's all we're trying to do. All we're trying to do is get them on this conveyor belt, okay? The rest of our content is what's going to pull them along, okay?
So actionable content are like the how -to driven content. Analytical, numbers driven. Anthropological, behavior driven.
Aspirational, story driven. Now here's the thing.
Anthropological is a little tricky and hard to understand, but I'm gonna break this down into different niches for you guys, okay? Everyone with me so far, give me a hell yeah in that chat. Give me a hell yeah.
Okay, cool. I just wanna make sure the pacing of this is good. And I know I'm flying through this, but it's only because I know you guys are gonna have some questions.
All right, I got a lot of hell yeses. So, okay, cool. So here's what we got, right?
Actionable content, top of funnel. That's what I do. Can you use analytical aspirational for top of funnel?
Absolutely do whatever the hell you want, right? It's all about testing, right? I just prefer actionable content, top of funnel, easy to execute, right?
Analytical anthropological aspirational, I like to use it for conveyor belt content because it allows me to really give the content some breathing room, okay? It gives the content some breathing room, right? Because if I'm going to talk about numbers, I want to make sure that my audience understands these numbers.
So I'm going to go a little bit in depth. I'm probably going to share my screen. I'm probably going to write it on the whiteboard.
I'm going to give the video some time. A lot of people ask me, well, Laurel, how long should these videos be? As long as you need them to be, right?
You just want to give it time. I will say this. I will literally upload this entire workshop that I'm doing for you guys today as an ad on the conveyor belt.
Why? Because it's going to people are going to be able to experience what we actually do inside this program. And they're going to be able to observe what we actually do.
Right. So it doesn't matter how long your content is. Right.
If someone watches this whole training. That's an hour. I only need to do seven of these to get the seven hours of content.
And I will say this, people do watch my hour -long videos. Absolutely. I know this because I can track it inside the ads manager.
I can track it inside YouTube, right? So it doesn't matter. So get that out of your head that videos have to be a certain time limit on the conveyor belt.
They could be as long. They could hell be as short. But just remember, we're trying to get them super, super engaged, okay?
So, and of course, I'll give you guys the slides, it's fine. So, actual content, top of funnel, analytical, anthropological, aspirational, what the heck does this actually look like, right? So I was just telling you guys, one of my favorite videos right here, webinar stop working, this $5 ad revives a dead webinar funnel, right?
Oh, look, Dr. Tony, I see you in the background here. I saw Dr.
Tony right there in the comment section. I'm like, look, there's Dr. Tony right there in the back.
power content webinar stopped working this five dollar ad revives dead webinar funnels so in the video right i taught a five dollar ad okay so here's the thing i'm solving a very specific problem i'm not going to go into the framework for power content that should have been watched before you guys are in this master class but Just know this is very, very, you know, this is a very small specific problem that we're actually proving.
And so for those of you guys who have actually seen this ad, I just used the screenshot for the lesson here. It's this video is not actually a power content video. For those of you guys who are going to see this ad, I'm just using it as a screenshot for, because I was too lazy to actually go and find the video that actually said this.
But let's pretend this video is my power content. Peace on. webinar ad stopping working, here's how to launch a $5 ad, okay?
The analytical version that I'm going to do is this $5 ad brought in over 200 calls that led to over 40 sales of a $6 ,000 offer. It's going to be a content piece where I'm going to break that down. But guess what?
It doesn't have to be a video, right? But here's the fun thing, right? We've gone from one video topic to now we've got one, two, three, four.
So from one video topic, we have four, right? Now the analytical version is going to break down the numbers. The anthropological, and this is why I'm going to give you guys some context on the anthropological, it's human behavior, okay?
So the anthropological video angle would be why one $5 ad sparked a buying frenzy and what it says about human behavior. So a little bit of context is, well, we're wired to follow the crowd. We want to get the shortcut, the shortest path possible.
And we want to chase perceived value. This ad is going to hit all three and triggered over 200 people to actually book a call. So that's what I'm going to talk about in this video.
It's a very human behavior. It's why instead of one person booking a call, everyone decided to book a call because of human behavior. OK, so.
I've got some really great questions here in the chat. So Erica says, are you saying with this one video, you hit all those points? No, no, no, no, no, no, no, no, no, no, no.
And I'm doing no, no, no, because no, you do not want to hit all of these. That's the whole fucking point of what I'm teaching you guys right now is that you only want to hit one of these in every single video. Let me ask you a question, right?
If I have an analytical brain. I ain't going to sit through your aspirational shit to get to the thing I want to see, right? And I'm being a little extra snarky here because I want to use it as a pattern interrupt for you guys, right?
Because I love all of you guys, but we don't want to, because at the end of the day, right? Someone who's got a very aspirational brain, they're not going to sit through the numbers. Someone who's very analytical is not going to sit through aspirational shit.
And so what we want to do is we want to hit all possible lenses of the way that humans have like that they consume content. Right. So Dr.
Tony says each one is a conversation with four types. Absolutely. So we're taking the same topic.
The how to is going to hit 25 percent of your audience. The analytical is going to hit 25 of your audience. So now instead of one video, we've got four.
Does that make sense now to everyone? Um, let's see. I know Dr.
Gina had a question. So she says, are you using the same video with different copy? No.
Like I said, this is all different pieces of content, right? So awesome. So power content, actionable, super easy, right?
Can you use actionable content on the conveyor belt? Abso -freaking -lutely. There's no rules here, guys.
I'm not going to put any handcuffs on you. I'm just teaching you guys frameworks that we can use to get people flowing along that conveyor belt. Everyone, everyone good?
For the new people, is my spiciness, is it okay? Is it the level of spicy is okay? Not too much?
Okay, cool. Don't want to chase anyone off here, right? We're having a really, really great conversation.
So everyone, right? So now instead of one piece of content, we've got four, right? But hold on a minute, right?
Because Laurel said, right? It's not all video content. It could be a video.
It could be written. It could be podcast. So now instead of four pieces of content from one topic, we do four times three and bada bing, bada boom, we've got 12 pieces of content from a single video topic, right?
And if you're already starting to do the math in your head, if you do that 15 pieces of content, 15 pieces of content times 12, already we have a shit ton of content, right? But here's the thing. Once you have more clients and you work with more people, what are you going to get?
You're going to get more numbers to talk about. You're going to get more human behavior to complain about, and you're going to get more stories to talk about, right? So now we're on a never -ending loop of content that is literally going to keep your conveyor belt full.
Why? Because time. We need time to pass by.
For those of you guys who don't know, My business is about actually tomorrow, April 18th. My business is going to turn seven years old.
And a lot of you guys are just following me today. Like you just found me yesterday. There are some of you guys, right?
My business is seven years in. And so what my conveyor belt looks like right now, I probably have three conveyor belts full of people, but that's okay because time goes by. Mr.
Alex Hormozy talks about this. all the time, right? Sometimes you just got to let time pass by, right?
So Jessica says, how do we analytically with the weight loss space? Check this out, Jessica. I've got an example here.
So let's go through some examples. You guys ready to see some examples in different spaces? And how much would you guys love me if I gave you guys a GPT prompt?
in order to just do this like magic once you have your content Bible filled out, okay? Would you guys love me? We'll see.
I need to see some love in the comments though. Otherwise, I might just keep that prompt to myself, but here you go, okay? So let's take a look at it for a laundromat, right?
I get the question all the time, Laurel. What does your content strategy look like for a brick and mortar business? Well, it looks exactly the same as it does for a coaching business.
It looks exactly the same as it does for an insurance business, for a restaurant. It does not matter. E -commerce, everything, it does not matter.
So here we go. We got an analytical angle for a laundromat because a lot of people would be like, what the hell would a laundromat do that's analytical? Well, here you go.
Lisa saves five hours a week using wash and fold. That's over 260 hours saved a year. Right?
At just $1 .50 a pound, she's trading laundry time for family time, and it's cheaper than takeout. Boom. Analytical angle for a laundromat.
By the way, I did this at my Phoenix event for an actual laundromat. The entire ecosystem. It works, guys.
Aspirational angle. Lisa doesn't do laundry anymore. She does brunch, book club and me time because success isn't about doing more.
It's about doing less of what drains you. Actionable angle. Still spending Saturdays doing laundry.
Here's the three step fix. Anthropological angle. For generations, we've treated laundry as part of just part of life.
And Lisa said no. Right. In a culture shifting towards convenience.
She chose a modern rite of passage, outsourcing the stuff that slows her down. So really, we're talking about the transition from housewives in the 50s to women doing whatever the fuck they want, right? That's the anthropological angle, right?
Women at a time were taught that they should be washing clothes and taking care of kids and all of this stuff. And so you see the anthropological angle starting to come out here, right? So here we go.
Another one. Here's the webinar agency, right? analytical angle.
Our clients average $32 per call with cold webinar traffic. With a $2 ,000 offer, that's a 62x return and we've got the dashboards to prove it. And in that piece of content, whether it is, and keep in mind guys, this could be a podcast episode, right?
Where you're breaking down the numbers. This could also be a YouTube video. This could be a written blog post.
This could be an email. You guys are starting to see how all of this stuff is working together. Like literally this one exercise will take care of all of the content that you could possibly need.
By the way, when I wrote the book, my super duper profitable ads book and the ROAS book, did you guys see that Nick and I wrote a new, like wrote a book and it actually has this entire strategy there. It's sitting over there on that table, but. We made sure that every single chapter had an analytical angle, an aspirational angle, an actionable angle, and an anthropological angle.
So this framework does not stop with just content online. We literally wrote the entire book based upon these four lenses, right? Because every single chapter is going to appeal to people in a different way.
So we always want to hit those lenses. So what does the aspirational angle look like for someone who has a webinar agency? Aspirational.
Imagine waking up to a calendar full of sales calls without posting daily or DMing strangers, right? So Kylie says, so would we do one episode per angle? Yes.
Because what did I say? We never want to mix them up into all in one. No one's going to fucking listen to a podcast episode if they're analytical and you're sitting through a whole bunch of anthropological bullshit, right?
We want to make sure that every single episode, man, you guys are just trying to limit your content, right? Like I would think that you guys would want as much content as freaking possible, right? So, but that's me, right?
And so I'm just like, yeah, I love Maria said, quote of the day, no one's gonna fucking listen, right? We all know ourselves. Like I'm actually talking about an anthropological angle right here, right?
I am a data -driven how -to person. I am not a fact finder. Like if you send me, and Maria probably knows this from Lean on Laurel, if someone sends me a fucking spreadsheet, I'm like, you can keep your spreadsheet.
I ain't looking at it because that's just not my, that's not how I consume content. I consume content very visually. And that's why all through my programs, you see me scribble on shit because that's the way that my brain processes it.
If you guys ask me for spreadsheets and shit, that is not my wheelhouse, right? But I have them for you guys because I know some of you guys are fact finders, right? And so I'm going to say this one more time.
Every single video needs to be different, okay? You're going to redo every single piece of content. I'm going to ask you guys, right?
I know a lot of you guys are thinking, Laurel, that's so much fucking work. Well, guess what? Having an online business is a lot of fucking work.
But I will tell you guys a little secret. I'm seven years in and I hardly have to do shit when it comes to content because I've already done it the first three years of my journey. And I just use the same content over and over and over and over again because I've done it.
I've done the reps, right? So you guys just have to put in the work. Like that shit, there's no, I don't give it like what any guru says.
You have to put in the work. There's no easy button. There's no shortcut.
There's no like. Honestly, I'm not the best person at ads. As a matter of fact, I'm not the thousandth best person in this county at doing ads.
I guarantee you there's a thousand people in this small county of Mississippi that are better at me than doing ads. Like that's just, but you guys just think I'm awesome because you see me all the time. You know, even Onyx Singal on one of the webinars that him and I did together, he's like, you don't have to be the best at anything.
You just have to stay in front of people the longest. That's it. People automatically trust the thing that they see the most, right?
So aspirational angle, actionable angle. If your webinar isn't converting, start with these three fixes. Give them something actionable to do.
Anthropological. In the creator economy, authority is manufactured, but trust still has to be earned. That's why our clients don't just run ads to webinars.
They build movements that sell while they scale, right? Here we go. This one I pulled directly from the Ask Laurel thread today.
A guy said, how does this look like for my AC? I'm an AC repair guy. Well, AC repair guy, here's what you do.
Analytical angle. The average homeowner spends 20 % more on their energy bill when their AC is just slightly off. One quick tune -up lowers bills, longer lifespan, and fewer emergency breakdowns.
The math just makes sense. Aspirational angle. He doesn't worry about AC breakdowns anymore because smart homeowners handle problems before they happen.
Regular maintenance isn't just responsible, it's how you protect your comfort, your wallet, and your summer. Actionable angle, right? If you haven't had your AC checked this year, do this first.
Step one, blah, blah, blah, blah, blah. Anthropological angle. In the South, a working AC isn't a luxury, it's a survival strategy.
Generations have relied on fans and window units. Today, smart homeowners invest in peace of mind, not... patch jobs, right?
So you see how we're literally just going through and using the same angle, but we're just breaking it down into different lenses, right? So here we go. Here's a fitness example.
One of my favorite fitness offers of all time, losing weight by eating burritos. Could I get a hell yeah on that? Analytical, one burrito, 30 grams of protein, 10 minute walk, big metabolism shift.
Aspirational. He's dropping the dad bod one burrito at a time. No meal prep marathons, no sad salads.
It's just a simple recipe that helps real dads feel strong, lean, and energized again. Actionable. How this yummy burrito recipe is kicking dad's metabolism into high gear.
Dad's used to sacrifice their health for their family, but not anymore. This isn't just about burritos. It's about rewiring what modern fatherhood looks like.
Strong, fueled, present, and yes, full. So you see how we just literally are going through this. Now, here's the problem.
I'm going to give you guys this. I'm going to give you guys the whole slideshow. And if you're watching the replay, it's going to be down below this video because this is going to go in the replay section, but it's also going to go in the boosted post section because do you guys think this should replace the other training?
Did I fulfill on this training being better than the last one that I did? Because that is my goal. So let me know, did I do better?
That's my goal, right? Because a lot of people think, oh, memberships, you just do things once and no, I update this stuff quarterly because I learn new stuff and we just do that. So prompt one, you're gonna need your content Bible, okay?
What you're gonna do is you're gonna tell chat GPT, here are the 15 headlines and promises of values that I did for some videos. Then you're going to insert them right here. Okay.
Then what you're going to do is you're going to say, stand by for the next task. You're going to let chat GPT simmer on the 15 headlines and promises of value, but you got to do the work first, right? You got to go back to the power content and you got to do your 15 headlines and promises of value in order for this prompt to work.
Prop number two. So this is what you're going to tell it and just swipe this. That's all you have to do.
I've already done all the hard work for you guys. Problem number two, people love to engage with videos that are analytical, aspirational, actionable, or anthropological. I want to reach each of these audiences with my content.
So you can take each of the video hooks and promises of value and write four different versions so that they hit on all these. Here's an example of how I want you to do that. And then I get, just swipe my examples and then bada bing, bada boom, chat GPT is going to give you all of the four.
analytical, aspirational, anthropological, actionable that you will ever need. So there you go. There's your little shortcut.
If you're struggling to figure out like, how does this actually work? Mr. Chat GPT is just going to like plug and play for you.
But here's the thing. You need to put in the work. Do not ask Chat GPT what problems you solve for your clients.
You need to know that. Otherwise you're going to get a whole bunch of BS that everyone else says they do. You need to talk to your ideal clients and write down what are 15 problems that they're having, right?
And I will fuss at my Lean on Laurel students. Like if, because this is the first thing that they do when they come into Lean on Laurel is I give them an audit of their content Bible and I will throw their thing in the trash. If they give me a content Bible that is, that is filled out by chat GPT and I will tell them, I was like, I just threw your shit in the trash, go do it.
Right. Because right. I want us all to win.
I'm not going to like let you guys put shit out there. Like there is such an advantage to being in the room right now because like so many people are just not doing this. They're taking the shortcut.
Like how many of you guys can tell when people are using ChatGPT like in your newsfeed? You can tell. Right.
And I'm not saying we shouldn't use ChatGPT. I use ChatGPT all the time. But what you want to do is you want to use it in a way that is using your brain.
Like I always say use ChatGPT for acceleration, not ideation. You have to tell it what you want and then you have to fix it and you have to talk to it, right? So like I will always feed ChatGPT my content Bible for my clients and I'll say, hey, break it down into that's the exact prompt that I use whenever I'm helping my clients with their boosted posts.
I just tell them, hey. here's all of this stuff, right? But I'm using this in ChatGPT in order to do it.
Sometimes ChatGPT will give me complete bullshit and I'll tell it. I was like, I don't like that. Let's rewrite the hook this way.
So I'm coaching it. I'm using it as a co -writer versus a writer. Does that make sense?
I don't use it as a writer. I use it as a co -writer, right? So hopefully it was this helpful.
I'm going to go ahead and take a sip of my drink that's just been kind of staring here lovingly at me. And if anyone has any questions, we've got 15 minutes before we hop into the other Zoom call with Momentum students and Lean on Laurel students. So Momentum, Lean on Laurel, and Success Circle, right?
The Zoom room link is on the appropriate calendar for you guys. And we'll switch over here in about 15 minutes. But $7, peeps.
Where are you at? Anyone have any questions?
Go ahead and unmute yourself if you can. Did I make it to where you guys can unmute? I think, yeah, I think you guys can unmute.
I'm tired of reading the chat. I'm testing it so you know it's working. Yeah, Tina, there you go.
I can always count on Miss Tina. I haven't got any questions to ask you. I think this is brilliant.
So you've taught me everything already. Oh, thank you. So I could tell you we're doing everything in Spanish now, like you suggested too.
And it just took a little bit longer because we had to sort out the text over here. Estriana is like clapping because like everyone tells me that I should do a Spanish version of my program. The only problem is I don't speak Spanish.
Although I'm pretty sure AI could probably take care of that for me now. But yeah, I'm going to let Tina and Dan, her son Dan, which by the way, if you guys need help. with setups or anything miss tina and dan are like amazing i get great feedback they're in lean on laurel um so if any of you guys are like i love doing the content don't like pushing the buttons tina and her son dan are amazing also shout out to sabrina right here who's in here too she's another person in my lean on laurel program that loves being in the ads manager so you got two people that are at your disposal and they're very very affordable so um i am not however very affordable so so if you have if you have an alternate you could use them as an as an alternative but yeah sabrina just said hello in the chat um let's see i'll ask a question yes hey miss samson hi um when i i i'm back to boosting my organic posts like let's we can't boost all of them because I cuss a lot.
Um, but what's the, what objectives do you choose? Because it always, it makes you choose, although there is a new one that I really like, you can actually boost to get more people to join your group, which is a way cheaper way to do group ads now. So I love that.
Um, but like what, like, I don't always like, I don't know what, like. Yeah. So I do, I always just select, you guys want to just see how I do it here.
I'll actually just show, I'll actually show you guys how I do it. Um, there's two, there's two ways. I just muted myself.
Didn't mean to do that. So there's actually two ways that you can do it. You could do it through the ads manager or you could do it through this front page right here.
So let's say if I go to my, if I go to my thing right here, I do it from my profile, right? Facebook recently did this. It hasn't been, it hasn't been, you haven't been able to do this very long.
So here, right? Me and Nick just wrote this book. Let's say I want to send it to more people.
I could boost it. I could hit this boost button right here. And it's going to give you a whole bunch of freaking options, right?
And I love right here how now Facebook is like allowing you to like request a call, which is freaking amazing. So what I'm going to do here is I'm going to leave it on no button. And I'm going to deselect all of this stuff, right?
Because I just wanted to boost it right here on Facebook. I don't want to use advantage creative or anything like that. But if you come down right here to the audience, this is amazing guys.
Like this is a total hack right here. If you select your custom audiences, it will literally allow you to boost it to your people who are watching your power of content, engaging with your ads and everything. And so that's why like, and I'll tell you guys this, before I was boosting on my profile, I was boosting on my business page.
I have literally gone from under 10 ,000 followers to 19 ,000 followers in a very short amount of time. Like we're talking the last three or four months. I've grown my profile like followers by simply just boosting it right there.
Now that's way number one, right? Way number two is you can go into the Facebook ads manager and you can set up an engagement campaign. The only difference between a boosted post and a Facebook ad is a boosted post is a Facebook ad that expires.
Right. Because when you boost something, it'll allow you to set a date. If you, for some reason, want to do it within the ads manager, you can literally just set up a boosted post campaign as an engagement campaign and then just throw it in the ads manager and set it as an engagement.
Right. That's all I'm doing is I'm just setting the campaign. Oh, I didn't show you guys what I boosted.
so you don't ever choose anything besides engagement like that goal at the top that was actually like the rest of it i'm good with i have my warm stack i have all that stuff set up so you don't change at the top yeah so i'm leaving i'm pretty much leaving everything as is i'm just like yeah i'm not putting a button um yeah i'm just yeah i'm just leaving it as to get it get more engagement so you say now you can get um you can get oh you don't have the option it's brand new and it says, get more, like get more group members.
That is a game changer right there. It's so cool. Like I just saw it this week, actually.
And I used it obviously, obviously I used it. So I just wasn't sure. Especially for those of you guys who are running free groups, that is another, Oh my God, that's another advantage.
I can't wait till it's released to everyone. Cause I'm going to add that to this training. That is amazing, right?
Get more group members. The way that I do it on YouTube is the same way. I just set the ad to run for three days.
I throw $10 on it and I just do it to get more video views. I don't select a campaign like an objective in YouTube because it gives you the chance to do it without a campaign goal or guidance or anything like that. And I just do video views.
I just do what YouTube tells me. You said you do it on personal page? Yeah, personal profile.
not business. You can do it on business. That's what I was saying.
You can do it. Like there's many ways that you can do it. I just started doing it on my profile because I have a lot of conversations on my personal profile.
And so what I do is I will turn stuff on my business page into ads, like for the retargeting ads, like the hot seven and stuff like that, which I won't get into. But for my boosted posts, I'm doing it on my Facebook profile. I'm doing it on my Instagram and I'm doing it on YouTube.
Okay. Yep. So if you're doing it on the personal profile, where do you go to set up custom audiences for the personal profile?
It's all connected to your ad account. So this is all stuff that you're doing, your custom audiences from your power content and everything from your ads.
Does that make sense? Yes. You have to run ads in order to do this.
Laurel, I have a question. Yeah. You know, sometimes you say it's just really a matter of time, but you say it could take anywhere from a year, two years, three years.
What can people do so that it's less time as opposed to more time, right? Because one year is better than three years. You do more content and you get better at what you do.
and i will i will say this some of you guys have beautiful blue eyes that will just attract more people and other people are like me who show up like this online and it might take a little bit longer right some people have beautiful faces and it speeds up the just being fucking real right like it is like people who are more attractive just you know so people like me who aren't that attractive gotta gotta do more right that's just how it is right so i mean But I mean, the way to speed it up, though, honestly, is just show up every single day.
That's the way to win is just show up every single day. I have one more question for you. Picking on your marketing mind.
My ideal target audience, I'm a financial advisor, is widows, right? And I could just set up my brand, Oscar, whatever, financial advisor, and then run all the content from there. Or I could also create a Facebook page that's like financial education for widows.
From your just marketing mind, is it better to use me, the personal brand, to run all the content? 100%. Or a niche brand?
With people. Because you're front -facing. People will always pick a brand, like a face behind a brand over a faceless brand.
Okay. Even if I am the face behind the brand? Mm -hmm.
Okay. And I'll tell you why it's actually protecting you as a business person too, because you're branding yourself. And so I'll give you a great example.
We sold out of my wine because I had a tribe of people who bought into Laurel Portier. And so when I released my wine, everyone wanted my fucking wine. So your brand, my brand actually gave me, you know, gave me assets in other, in the other businesses that I'm starting.
Cool. Does that make sense?
Laura, go ahead. Go ahead, Erica.
Sorry. Okay. Hi, I'm Erica.
Brand new. Nice to meet you. Joined yesterday.
Very excited to be here. Well, man, you're really getting it today. Yeah, I'm a big overthinker.
And so I overthink everything. And so that's what I'm getting from a lot of this. I have a question where you said 15 problems that they're having.
My offer is going to target the complete beginners in freelance. So I'm a top 1 % freelancer on Upwork and I want to specifically target beginners. But what I'm questioning with those problems is, you know, my brain immediately was like, well, talking about freelance problems or getting started in freelance.
But part of me feels like my actual target are people that don't necessarily know that freelance is the solution that they need. So like they're struggling with money. They've tried side hustles and been burnt.
They hate their job. They want an out. They maybe have like, just they don't think it's a viable path.
So when I frame up those problems that I'm talking about in my content, should I be aiming more at the symptoms that they're experiencing as the problem or freelance? 100%. It's the symptoms, right?
Because like they're not solution aware. Sometimes they're not even problem aware. And so a lot of times we have to meet our audience where they are and actually talk about the symptoms that are happening on a daily basis.
I'll get, I'll give you guys an example of this. And this was such a great question, Erica, to add to this conversation that we're having. That's why when a lot of people do videos, like, you know, I'm going to show, I'm going to help you grow your business from $5 ,000 a month to $10 ,000 a month.
That's a very broad statement, right? But if you say something like, Hey, You know, if you aren't, you know, if you aren't booking enough sales calls, if I showed you one social media post that you could do to book five sales calls this week, right?
That's a much better piece of content, but it's also going to be repelling to people who don't do sales calls. Sure. So that's why it's important that we actually market with the symptom of what they're feeling in their everyday life.
And that's why I like stuff like burnout and like is very general stuff. People don't respond to it because what's the symptoms of burnout? in their everyday life, right?
So that was a great question. That is what Eve and I had a meeting yesterday, Laurel, and that's exactly what we talked about. In fact, I'm supposed to follow up with you regarding our meeting.
Sweet. Awesome.
I don't know if this is the forum for it, but I'm kind of stuck. New guy here. Hi.
I'm kind of stuck on the power content. um in in in your videos you say give it away give it away for free and i'm teaching people how to sell by the way and um you know i'm showing people how to use economic psychology models with ai and if i give that away for free don't give it all away People still won't fucking be able to do it themselves.
They're going to want you to listen to their sales calls and tell you where they're going wrong. They're going to want to look, they're going to want your eyes on their sales scripts. They're going to want your eyes on it.
Like people pay me $2 ,000 a month for lean on Laurel to look at, they get access to the same content that you guys get access to here. That's the same content on my YouTube channel. So do give it or don't give that.
Yes. Give everything away. If I were you, I would literally just record every single sales call I have and like literally talk people through what you're doing and why you're doing it.
Gotcha. Thank you. Yeah, absolutely.
Guys, especially because of chat GPT, there's no information that's not already out there, right? You guys, that's why I always kick all the note takers out, you know, sometimes one or two, but like everything's on, everything's on chat GPT now. Like people aren't buying information anymore.
They're buying implementation and speed. right people want it done people want it done faster that's why people join lena laurel it's not because i have some secret information that i'm withholding as a matter of fact all of you guys can get all my shit for free on youtube y 'all are here because of this right so that makes sense but welcome what is your name dc or is dc stand sorry david cohen david david david nice to meet you david likewise thank you and by the way you're the first coach Who lays it all out.
Kudos to you, by the way. Thank you. Thank you.
I appreciate that guys. Like any, like, I love it. I've, I've worked, there's been very, there's been a lot of iterations of the $7 program.
Let's just say that, but I'm constantly updating it because things change, you know, things change. And what I always tell, what I, someone got some guy on my, um, like told, told everyone on my ad that I was a scammer the other day. She, he's like, once you get into her program, it's a trick.
And I'm like, what do you mean? It's a trick. He's like, well, you know, you just put so much information that people have to buy your high ticket to, to get any results.
And I'm like, that's not true. I was like, there's a weekly Q and a there's two zoom coaching calls. I was like, if anyone doesn't get results from the seven dollar program is their own damn fault.
Right. Because every resource is here to help you guys. And it's like, it's just so crazy.
It's just so crazy how people's mindsets are just like, oh my God, like there's no way the $7 thing can work. But people, like I said, if it's that hard for me to sell a $7 program, just think how hard it is to sell other stuff, right? A seven, like to get people to part with $7, right?
Miss Marie, Maria, where are you? Well, I'll take Miss Maria and then Momentum, LOL, everyone will go to the other Zoom. Thank you, Laurel.
And welcome all the newbies. That's amazing. You're going to love it.
I've been here for what, a year and a half? And your business is just going to, you're going to make money when you follow Laurel's stuff. Yeah, just follow all the resources, guys.
Like I've given you guys every chance to succeed at $7 a month. Yeah. This is more of an advanced question.
So not related to what you taught right now. But the question is, I'm thinking of for some of the low ticket offers that I have for myself and my clients, attaching once they sign up, zap into Zoom and have them attend. be automatically registered for a free webinar.
And whether it's once a month or once a week, haven't decided that yet. What are your thoughts on that? Of course, it'll be clear and authentic on the - I don't think my mind is in that zone of like question right now because I'm so focused on this.
So maybe let's just talk about it either on the Ask Laurel thread or something like that, just because I'm so like focused on boosted posts right now. I can't comprehend what you just asked me, honestly. Okay, no worries.
And I swear it's not the vodka.
Thanks, Laura. Yeah, absolutely. Can I ask a question real quick?
Yes, as long as it pertains to what we're talking about. You tell me if it isn't. You mentioned other people's audiences.
Do you have a strategy on how to do that? You literally just go and pick 10 people who are in your niche and you message them and say, hey, I've got this presentation that teaches people how to do this. can I come and teach your students or clients how to do this?
Okay. It's really, it's really just ask you. Yep.
Absolutely. No, it was a good, that was a good question. That was a good question.
Where do we find the prompt?
I'm going to, I'm going to put the replay in the replay vault and I'm going to put all the resources underneath.
Awesome. Well, I'm going to see you guys on the other zoom link. Love you all.
Use the resources, guys. And more importantly, help those who are struggling find their way. I'll see you guys on the next Zoom.
The Hook
The bait, then the rug-pull.
Laurel Portié opens by collapsing the line between organic and paid: a boosted post is just organic content with money behind it, and that reframe drives the whole training.
Frameworks
Named ideas worth stealing.
10:30model
The Conveyor Belt
A visual model of cold traffic moving left to right from not-ready-to-buy to ready-to-buy as it consumes more content. The goal is to keep every stage full of people at once.
Steal forany low-budget content or retargeting strategy
15:35list
The Four Lenses
Actionable
Analytical
Anthropological
Aspirational
Four distinct content angles that should never be combined in one piece: how-to, numbers, human behavior, and story.
Steal forturning one topic into four to twelve pieces of content
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A live Momentum mastermind pitch call where Laurel Portié draws her invisible-list-and-conveyor-belt retargeting system on an iPad whiteboard, then fields real questions from her own paying students.
A live Zoom training where Laurel Portié renames her go-to retargeting sequence and rebuilds the pitch around one number: only 2-3% of any audience is ready to buy today.
A live coaching call breaks down the three-part content system Laurel Portié runs behind every funnel, and why most people quit it before the 62-day buying cycle pays off.
A 62-minute live training where Laurel Portié hands over the exact scoring rubric, demonstrated expertise over abstraction plus assumption, that she runs on every reel in her private coaching practice.
A 110-minute live training on turning $5-a-day video ads into a list-building machine, using a resonance score, a "content bible," and a real client's year of $500/month compounding into $25,700.
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