A live Zoom coaching call where Laurel Portié draws her five-ad content ecosystem on an iPad and fields two hours of client questions about it.
Posted
11 months ago
Duration
Format
Live Group Coaching Call
educational
Views
822
20 likes
57 · 43
Big Idea
The argument in one line.
A repeatable five-piece content 'flywheel' run on small daily Facebook and Instagram ad budgets can turn cold traffic into a self-sustaining Messenger-conversation machine, and the only real optimization lever is replacing the weakest piece with a new one once it fails a fixed KPI threshold.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach, consultant, or service provider running or about to run small-budget Facebook and Instagram ads who wants a repeatable weekly content system instead of one-off promotions.
Someone already producing organic video content who wants a concrete framework for turning it into cheap retargeting ads.
Anyone confused about how 'niching down' for content differs from niching down an offer or a client list.
A marketer building a Messenger-based sales pipeline who needs real KPI benchmarks (hook rate, hold rate, cost per view) to judge whether an ad is actually working.
SKIP IF…
You're looking for a polished tutorial video — this is a raw, unedited recording of a live paid coaching call with constant audience interruptions and no editing.
You have no ad budget at all; the entire system assumes $2-$30 a day of Facebook or Instagram spend.
You need tactics for platforms beyond Meta; every tool discussed (boosted posts, Messenger DMs, story ads, Ads Manager) is Facebook/Instagram-specific.
TL;DR
The full version, fast.
Laurel Portié's 'flywheel' is five pieces of content run as cheap ads: a $5/day power-content video and $10/day value-bomb image ad to cold traffic, plus a 60-second reels ad, an over-the-shoulder video, and a friction-by-design story ad ('DM me the word ___') that retarget anyone who engaged. The system has exactly two KPIs: add 500-1,000 people a week to a retargetable 'invisible list' (anyone who watches 25%+ of a video) and generate 100 Messenger conversations a week, each one started by a low-friction, tangible giveaway with a stated benefit and urgency. Every few days each ad gets checked against fixed thresholds (40% hook rate, 8-10% hold rate, $1 or less per 25% video view) and the weakest performer gets replaced with a fresh piece rather than edited, so the ecosystem keeps improving without a redesign. The whole thing feeds a 'discovery call accelerator': volume goes to Messenger first, and friction (an application, a VSL) only gets added once conversation volume is already high enough to need qualifying.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
01 · Cold open: what 'talk to one person' actually means
A student reopens yesterday's niche-down debate; Laurel clarifies that writing content for one persona doesn't restrict who you can sell to, using her hypnotist client as proof.
01:46 – 16:14
02 · Recapping the ecosystem and the invisible list
Laurel draws the two live cold campaigns (power content video, value bomb ad) on her iPad, defines the 'invisible list' as Meta's 365-day retargeting pool for 25%+ video viewers, and sets the two weekly KPIs: 500-1,000 invisible-list adds and 100 Messenger conversations.
16:14 – 23:01
03 · Budgets, audiences, and reading your own metrics
A run of live questions on warm-vs-cold budgets, layered vs. independent targeting, lookalike audiences, and video-views vs. engagement objectives, capped by Laurel's refusal to grade a student's ad account for them.
23:01 – 28:04
04 · The story ad and the value-bomb script
Introduces the friction-by-design story ad ('DM me the word DCA') and reads the literal value-bomb script template line by line, using her own Messenger SOP giveaway as the worked example.
28:04 – 43:22
05 · Coaching the room's ads and a live Ads Manager demo
Live feedback on a student's story ad and non-tangible offers (the queer-gym example), then a screen-shared walkthrough of building a manual engagement campaign restricted to Instagram and Facebook Story placements.
43:22 – 54:38
06 · Over-the-shoulder video: the 2024 differentiator
Keith guesses the format; Laurel explains why unscripted 'watch me do the real work' video (a hypnotherapy client build, a boudoir photographer's mindset prep) can't be copied the way scripted content can.
54:38 – 1:12:19
07 · Drawing the flywheel and its three KPIs
JD forces the pivot; Laurel draws the full Day 1-7 flywheel loop and states the three benchmarks (40% hook rate, 8-10% hold rate, $1 or less per 25% video view), then extends the loop into a friction-adding 'discovery call accelerator.'
1:12:19 – 1:18:20
08 · A live confusion moment, then long-form vs. reels
Dave's chat comment about the ecosystem 'looking different every time' goes unanswered on mic; Laurel moves on and answers Keith's question by drawing the line that reels earn eyeballs but only long-form content converts.
1:18:20 – 1:28:37
09 · The Lean on Laurel pricing pitch
Laurel announces Lean on Laurel is moving to a $1,500/month 1:1 program, grandfathering anyone who applies with 'BLITZ' before March 1 at $1,000/month, then fields Instagram long-form and in-house CapCut editing questions.
1:28:37 – 1:41:52
10 · Retargeting real traffic, and the situation-vs-problem drill
Christina learns she can retarget her $3K/month Google traffic on Facebook even though Google itself blocks it; Stephen's situation-vs-problem question becomes a live drill-down (bad sleep to racing thoughts to entrepreneur stress to client acquisition), then Megan gets the real-estate version of the same approach.
1:41:52 – 1:49:56
11 · Michelle's testimonial and close
Michelle reports booking two paying clients within a month of the previous Blitz; Laurel closes by contrasting her own nine-month runway to Michelle's 30 days, plugs the monthly Blitz cadence, and signs off.
Atomic Insights
Lines worth screenshotting.
Talking to one person in your content is not the same as only selling to one type of person — the same power-content video attracts hypnotists, coaches, and chiropractors alike.
An 'invisible list' is Meta's own retargeting pool: anyone who watches 25% or more of a video gets stored for up to 365 days without the advertiser ever seeing their name.
The only two numbers worth tracking across an entire content ecosystem are new invisible-list adds per week (500-1,000) and Messenger conversations per week (100).
Retargeting budget should almost never match cold budget: $10/day to a cold audience can mean $2/day to a warm one, or Facebook burns the budget on frequency instead of reach.
A typed code word in Messenger ('DM me COUCHPOTATO') filters for more intentional leads than a one-tap Messenger button, because it adds just enough friction to weed out the merely curious.
A value bomb needs four elements to stop people from ghosting after they ask for it: a tangible prop, a stated reason it works, a preview of what's inside, and urgency.
Flashing a physical object on camera during a giveaway ad (a checklist, a flash drive) is a specific, testable lever for getting more comments, because it makes an abstract offer feel real.
Content can't be stolen because it's just words on a screen; a personal brand and the ability to improvise strategy live are the parts a copycat can't replicate.
Unscripted 'over-the-shoulder' video, filming real client work as it happens, is positioned as the format that will separate real practitioners from produced-content copycats.
Reels are for getting new eyeballs, not for converting; almost nobody buys a high-ticket program from a 60-second video, so long-form content still has to carry the sale.
The same funnel gets more qualified by adding friction in stages, not by rebuilding it: value bomb into Messenger for volume, then an application, then a VSL once call volume is already high.
Every client complaint is really a 'situation'; the actual 'problem' requires drilling down several layers (bad sleep, then racing thoughts, then entrepreneur stress, then client acquisition) before content gets specific enough to feel personal.
When an ad underperforms, the fix is a brand-new competing piece of content, not an edit — then budget shifts to whichever version wins.
Real estate agents lose clients less to targeting problems than to weak follow-up; showing up consistently in one city's feed and following up for months beats spending more on ad targeting.
Takeaway
The one-lever optimization loop behind Laurel's whole ecosystem
AD ECOSYSTEM PLAYBOOK
A five-piece rotation of cheap Facebook and Instagram ads keeps improving on its own once you stop editing weak performers and start replacing them, judged against three fixed KPI thresholds.
01Cold open: what 'talk to one person' actually means
Writing content 'for one person' is a voice and specificity choice, not a restriction on who you're allowed to sell to; the same power-content video can attract wildly different buyers.
Positioning yourself as an expert in a broad domain survives eclectic content better than positioning around one narrow offer.
02Recapping the ecosystem and the invisible list
Facebook stores anyone who watches 25% or more of a video ad into a retargetable pool for up to 365 days, whether or not you ever see who they are.
Retargeting budget should be a fraction of cold budget, roughly a fifth, because a warm audience is small enough that a full cold-sized budget just inflates ad frequency instead of reach.
Track exactly two numbers across an entire content system: new adds to the retargeting pool per week, and Messenger conversations started per week.
03Budgets, audiences, and reading your own metrics
Layering interests, like stacking one influencer's name with a topic, targets more precisely than picking one broad interest alone.
Refusing to grade a student's ad metrics for them is deliberate: dependency on someone else reading your numbers is a bigger long-term problem than one bad ad.
04The story ad and the value-bomb script
A giveaway offer needs four elements to stop people from ghosting after they ask for it: a tangible prop, a stated mechanism for why it works, a preview of the content, and urgency.
Making an abstract offer physical on camera, by flashing a checklist or a flash drive, is a specific, testable lever for getting more comments on a giveaway post.
Adding typed friction to a call-to-action, like a code word instead of a Messenger button tap, filters for more intentional leads at the cost of some volume.
05Coaching the room's ads and a live Ads Manager demo
A giveaway doesn't have to be a downloadable file; a raw MP3, a Loom video, or any single piece of content the recipient can use immediately counts as a value bomb.
Assessment-style offers work better as a second step after an instant-value first offer, not as the opening ask, because they add friction too early.
An engagement-objective ad running only in Story placements skips pixel and conversion tracking entirely, since the action being measured happens on-platform, not on a website.
06Over-the-shoulder video: the 2024 differentiator
Unscripted 'watch me do the actual work' video is harder for competitors to copy than a scripted talking-head video, because it depends on live expertise, not a repeatable script.
The same over-the-shoulder format adapts across very different businesses: a marketer narrating a strategy build, a photographer narrating client mindset prep, a coach narrating a session recap.
Higher view counts don't predict which video generates clients; a video with a fraction of the views of another can outperform it on inbound inquiries.
07Drawing the flywheel and its three KPIs
Fixed KPI thresholds, roughly 40% hook rate, 8-10% hold rate, and $1 or less per 25% video view, are the pass or fail line for deciding whether to keep an ad running.
The optimization move is to launch a new competing ad rather than edit an underperforming one, then shift budget to whichever version wins.
The same funnel scales by adding friction in stages: a value bomb into Messenger for raw volume, then an application for qualification, then a VSL once call volume is already high.
08A live confusion moment, then long-form vs. reels
A concern raised in a chat window doesn't always get resolved live; a real limitation of the live Q&A format is that a question can simply go unanswered.
Short-form video is for earning new eyeballs; long-form video is what actually converts, since almost no one buys a high-ticket program from a 60-second clip.
09The Lean on Laurel pricing pitch
A price increase with a grandfathered legacy rate for existing community members, tied to a specific application code word, rewards loyalty while still raising the going rate.
In-house editing on a low-cost templated app can fully replace a paid content agency once a team member is trained on the workflow.
10Retargeting real traffic, and the situation-vs-problem drill
Ad platforms have different retargeting rules for the same traffic: one platform can block retargeting for a regulated category while another allows it, so cross-platform retargeting is worth checking before assuming it's impossible.
A 'situation' and a 'problem' are different things: keep asking what causes the situation until the answer stops being another situation and becomes a specific, actionable problem.
A hyper-specific hook built from that drill-down reads as far more targeted than a generic pain-point statement, even though it names the same underlying problem.
Glossary
Terms worth knowing.
Power content video
A short, low-production video that demonstrates expertise rather than gives something away, run as a cheap cold-traffic ad optimized purely for video views to build the retargeting pool.
Value bomb
A free, quickly-usable resource (checklist, audio file, guide) offered in exchange for a Messenger comment, designed to deliver a win within 24-48 hours.
Invisible list
Meta's built-in pool of people who watched 25% or more of a video ad; retargetable for up to 365 days even though the advertiser never sees who they are.
Over-the-shoulder video
Unscripted footage of a practitioner doing real client work live on camera, positioned as harder to copy than scripted content.
Discovery call accelerator
A layered funnel that turns Messenger conversation volume into qualified sales calls by adding friction, such as an application or a VSL, once volume is already high.
Hook rate / hold rate
Hook rate is the percentage of viewers who stop scrolling for a video ad; hold rate is the percentage who then keep watching for at least 15 seconds.
Dark post
An ad created directly in Ads Manager and shown only to a targeted audience, without ever appearing as an organic post on the brand's page.
Layered audience
A Facebook targeting setup that stacks multiple interests on top of each other, rather than targeting one broad interest alone.
Resources
Things they pointed at.
06:46bookLaurel Portié's book (untitled in recording)
“Whenever I say talk to one person, this does not mean that you can only market to one type of person.”
reframes a common niching misconception in one line→ TikTok hook↗ Tweet quote
28:10
“Act as if someone has just paid you $500 to solve their most immediate problem in the next 10 minutes.”
concrete, visceral standard for what a free giveaway should feel like→ IG reel cold open↗ Tweet quote
47:50
“They can't steal my brand. They can't steal what's up here.”
punchy defense against content theft→ newsletter pull-quote↗ Tweet quote
1:14:08
“You need the long form for conversion. Otherwise, how many of you guys ever bought a high ticket program from a 60 second reels video?”
clear, quotable rule that cuts against reels-only advice→ TikTok hook↗ Tweet quote
1:44:25
“It's not you having to reach out, it's just 100 Messenger conversations a week.”
redefines the scary KPI as inbound, not outbound→ IG reel cold open↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
17px
metaphoranalogystory
While everyone is coming in, does anyone want to share a win today or anything that they may have discovered going through the process? I know yesterday was kind of a tough one, those power content videos. Does anyone want to share what they've learned over the last couple of days or a win or something?
Laurel, can I? And I very quickly about the yesterday when you said niche down, you know, everybody that joins the program thinks that we should talk to just one person in reality. I'm a little bit confused because I'm one of those mind coaches.
And so, of course, I can go broad. But now when you say go and, you know, specific problems specific, because, of course, if I'm talking about productivity now, we have. very serious problems like doom scrolling or whatnot if we're talking about toxic relationships it's a totally different experience so what's going to be because i'm a little bit confused if you know i should create several campaigns i saw silos they are isolated from each and every other one or i should go and just forget about everything else and just go niche down but now Regardless of what you said yesterday, can you go, can you elaborate on that?
What did I tell you guys yesterday? I was like, I'm going to say something and y 'all are going to hear something completely different than what I told y 'all, right? I called it because I know people, right?
Y 'all hear what y 'all want to hear. Whenever I say talk to one person, this does not mean that you can only like market to one type of person, okay? Um, what I'm saying is when you're creating content, create it for one person.
That does not mean you can't sell to multiple people. I'll give you a perfect example, right? So in my, in my LOL program, I have quite a bit of people who are hypnotists.
I don't know, for some reason, the universe keeps delivering hypnotists to me. Um, maybe it's trying to tell me something, but if that person think about this, if that person one day, says, you know, here's how I'm going to hypnotize someone to get rid of their fear of flying, right?
And then the next day they do another power content video talking about how they've hypnotized someone to quit smoking. The next day they do a video talking about how they've hypnotized an entrepreneur who was scared of doing sales calls.
What do you think is going to happen?
I don't know. I mean, no, no. Like, what do you think is going to happen?
People are going to be confused or. No, people are going to be knocking on their door saying, can you hypnotize me for this? Can you hypnotize me for that?
Like, that's what I want you guys to understand. Like, any time that you're putting content out, like you guys are like, I don't know if it's like the marketing and the marketing gurus or whatever. Have you all confused?
Like. Think about this. Everyone who's sitting in the room right now, y 'all all do different things, right?
Because when someone sees me do a piece of power content, talking to coaches, they're in my inbox saying, hey, will your strategy work for e -commerce? Will your strategy work for brick and mortar? You guys are limiting yourselves.
Instead of just going out and just putting out the content, stop thinking so hard and just go do what you do best right so it's okay to have like the wrongless approach as the main site but then i'm creating power contents value bombs about productivity specific to productivity and then create everything around the stuff that you do every day all right that won't confuse because You know, I like to put game, I have a section called gaming for growth.
And I don't know if people will be scared about me now talking about games, how they could improve their lives. Because ultimately, it's more of a self -development journey. Yeah, like think of it, like think self -development, guys, is like the hardest thing to sell.
Unless you're Tony Robbins, right? Everyone like, but think about what Tony does. Like he does all kinds of different things.
He did, like, he's not known just for this, like one thing, right? And so and so what we want to do is we want to position ourselves. It's more about positioning than it is the offer.
Right. You won't hear me talk too much about offers because sometimes I think that people get so like like what you're asking right now. Right.
Because you're focused on one offer where I focus. I like to focus on positioning myself as an expert in a certain field. Right.
So if you are an expert in self -development. By only choosing like a very small niche, you're kind of limiting like. to who you could actually serve.
Does that make sense? Yeah, yeah. To me, it totally makes sense.
And also, I'm very eclectic. Now I'm doing cold exposures and I see connections. I'm a little bit scared that people wouldn't see the connection immediately.
and then it would get confusing hey hold on a moment i knew the productivity guy yeah but of course you know in order to get there you you have several tools and tactics and strategies and whatnot and i dab into a lot of them so that's what i like where that this is exactly where i'd like to position myself like i i'm the crazy guy that does magic he knows this and big targeting and all of that and of course there's a an idea behind that of course it's not just a hodgepodge of stuff which is cool but it's more of a well you can train your shame and you know with pickpocketing how does it feel when you get caught and of course i'm talking theatrical pickpocketing right yeah yeah as a magician as a magician but um and you get the point right so i'm a little bit like because i'm very eclectic and i like that like and i did the final branding the final message story brand is of course i want to you know be the the true self be whatever you know your potential etc but
Did that answer your question? Cause I want to make sure we get started today. Cause I know people are like, we didn't get that second script.
We didn't get the second script yesterday, guys, we're going to do it today. Like every, like y 'all had a hard enough time with that one script. I did not want to overwhelm you guys.
And so today we're actually going to go over three things. And so we're going to, we're going to rock and roll. I think every, everyone is in.
So what I want to do is I'm going to share my screen and then we'll, we'll have some open Q and a some more at the end so that we can like talk more stuff. But I think today, is going to be the day where everything is going to come together um because i want you guys to understand like what we're actually doing um for those of you guys who haven't gotten my book get the book because it literally explains the strategy that i that i'm showing you guys like over the last couple of days it's going to have the diagrams and everything um just so that we have like a little recap of what we're doing here um right now you should have two campaigns going right one you should have your campaign number one going to the power content video that you did yesterday and then campaign number two you should have the original value bomb um ad that we did on day um day number one okay so before i go into what we're gonna do today let me actually um i'm gonna share my screen i'm gonna share my ipad screen again um let me go ahead
Starting to get the hang of this iPad over Zoom now.
There we go. OK, so what we're actually I just want to kind of recap and then I'll go into what we're actually going to do today. OK, so.
What we're going to put together is going to be the very basic form of the ecosystem, okay? Like if you just let this run all year, 24 -7, once it's optimized, and we'll talk a little bit about how we're going to optimize this here, but right now I just want to catch everyone up, okay? Right now you should have two campaigns that are going to cold traffic.
on day one we did the value bomb static image ad and then yesterday we did the power content video okay so the power content video you should be running for five dollars a day the value bomb ad i always recommend ten dollars a day um her audience. So we talked about running it to two different audiences, right?
We talked about the layered audience. And then we also talked about the independent audience, right? Like, like targeting, like for me specifically, like maybe I might just target Russell Brunson with the layered, I might stack digital marketing, and then they must also like lead generation.
Okay. So these are the two campaigns right now that you should have running. Now, what we're going to talk about today are ads and content.
I want to be absolutely clear. What we're going to talk about today are pieces of content that you're going to run organically and you're going to run them as paid ads through things like Boosted Post. You can do them in the ads manager, but I really want you guys to get the 30 ,000 foot view of what we're trying to do here.
We're going to talk about the 60 second reels ad that we were going to do yesterday. So we're going to talk about this. I'm going to give you guys the script.
We're also going to talk about a video, a type of video that I believe is going to be the best type of content to make you stand out in 2024, right? There's so many people doing video content now. to where a lot of you guys are just kind of getting lost in the shuffle of all of this content.
I'm going to show you guys what I believe is going to be the type of video that is going to make you stand out as an expert in 2024. And then I'm going to show you some story ads that I personally like to do. find whoever's loud.
There we go. And so I'm going to also show you some stories that I do on a regular basis. And so this is what's going to make up the very basic ecosystem.
So this ecosystem, if you just run this throughout the year, two things are going to happen, right? Here, we're looking to build our invisible. list, right?
These are the list of people who are engaging with this video. We can't see who they are, but Facebook is storing them on the platform and we can retarget these people for up to 365 days. Every single week, what I am shooting for is to add 500 to 1000 people to my invisible list.
That is my goal every single week. Now, my other goal when we're talking KPIs here, The only KPI that I am looking for is are my value bombs between all of the content that I'm doing, am I getting 100 Messenger conversations a week?
This is with all of my content combined because these story ads, which you guys are going to see here in a minute, these are going to bring Messenger conversations. This video will bring messenger conversations. This 60 second reels video is going to bring conversations.
The power content video is going to bring conversations. And definitely this is going to bring conversations. And so if we optimize this entire ecosystem to deliver these two things, we just let this run on autopilot.
And then it will literally add to any direct response marketing. campaign that you do. Let's say you want to do a webinar.
Cool. Launch your webinar. This ecosystem is going to catch any leads that are falling through your cracks.
You want to launch a low ticket offer? Awesome. Launch your low ticket offer.
Let this ecosystem run in the background. It's going to catch any leads that are getting lost when they click off of your sales page. This is like the set it and forget it piece of what every marketer should be doing right now.
Does anyone have any questions? I see Marvin has his hand up.
Nope. I think you're on mute.
Yeah, we can't hear you, Marvin. Stephen, do you have a question? I see your hand is up.
Yeah, because yesterday you mentioned the value, sorry, previously the value bomb ad for cold is $10 a day, but if we could run it to warm audience, we should. Is the budget the same if we're running to warm audience? Great question.
If you're running to warm audience, I typically do $2 or $5. Okay. Warm audience because you're going to have less of it.
And if you give Facebook $10 a day for warm audience, it's going to spend $10 a day, but the frequency is probably going to be high as hell, right? So that's why I always start any retargeting with $2 a day. Okay.
Yep, absolutely. Yeah, Keith.
Can you hear me now or just checking the microphone? Yeah. Okay.
Hi guys. I just have a couple of quick questions for the $5 a day power content. Who is that sent to?
Is that layered or is that? I would say I would, I would test both whenever it comes to power content. I like to go as narrow as possible because video ads are cheap.
And so I'm either going to do layered or I'm going to do independent audience. Okay, and then real quick, on the bottom, it's a 60 -second reel. We're going to go over this.
I just want you guys to understand how the ecosystem is going to work, but I'm going to go over these ads specifically. Cool, thank you. Yep, absolutely.
Let's see, who else has their hand up? Oh, Kathy. Yeah, quick question.
Probably just really simple, but my value bomb I've been working on not getting any comments. How long do you keep that going? I'm going to get, I'm going to, I'm going to get to that.
I'm going to get to that. Yep. So I have a, I have a big email list, which I can upload as a warm audience, but would it make sense to make the lookalike audience and then first target those as my cold audience?
I don't recommend lookalike audiences for this specific thing because you don't know who's in that lookalike audiences unless you're going to add some layers to ensure that you're reaching the right people. So I add the lookalike audience and add the layers and then do it. Yeah, that's the way that I would do this.
Only because these ads are super cheap, right? Because this is being optimized for video. This is being optimized for engagement.
And so I want to get as close as Joel Irwin would say to the conversion hole as possible. So I want to ensure that my ads are being seen by the right people. I don't want to gamble and hope that Facebook is showing it to the right people.
I want to ensure that it is. Okay. Thanks, Lauren.
Yeah, that's a great question. Genevieve. Yeah, just wondering on the invisible list, when do you count that?
Is that a 25 % view or video view? Yep, 25 % or more. Okay.
Thank you. Great question. Daniel.
Hi. So I'm running my value bombs and my reels and my stories to my warm audience and I'm deciding whether I should do $2 a day or $5 a day. How do you, what number of frequency is unacceptable or too high?
So I will, I will say, I will give you a very simple answer. I still run all of my retargeting for a dollar or $2 a day. Unless you have more than me, then.
If you have a warmer audience than I do, I think $1 or $2 a day is fine. All right. Thanks.
Yep. Absolutely. Marvin.
Can you hear me now? I can. Okay.
Just quick question. Value bombs you run as comments on your Facebook feeds or Instagram feeds and the rest you run on Messenger or whatever DMs? So for video?
I run as a value bomb. So let's say a value bomb is a post that I, that I boosted through the manager, uh, to a cold audience. Now I do.
Yeah, I do comments. I do engagement on the ad. So yeah, engagement and it's comments on the feed.
Basically people write whatever they say, comment on the feed and everything else goes to the ends. No, but I'm going to go over that today. I don't like running ads straight to the DMs, but I'll show you where I do run one that goes to DMs.
Okay. I'm going to go over these here in a little bit. I just wanted you guys to have the 30 ,000 foot view of what we're actually building.
What about power content? Power content also just runs as a whatever? Power content is right here.
yeah no and that runs to a to messenger or that runs to uh comments or that runs to what that runs i understand that you're collecting video so there's nothing going on there just people watching the video that's all you're interested in right yep 100 okay gotcha genevieve Sorry, I just forgot to put my hand down. No worries, JD.
Good morning. So I was under the impression that the goal was 100 DM conversations a month. And then, but is it a week?
It's a week. Yep. Woo.
Hello. Okay. Hell yeah.
But the second question, right? Like if that's a goal, like if you undershoot it, let's say you undershoot it, right? And you only get 50 a week, 200 conversations a month.
That's pretty darn good, right? Yeah. Yeah.
Then the invisible list where is there at some point or somewhere in the seven dollar membership training where you can show us inside the ads manager where that list is being like so that we can see that it's being built. It's actually it's actually in the replay training that I gave you guys. There's a link to how to build your custom audiences.
You just look at them and you can you can see them inside the metrics view or you can see them inside when you're actually building the audience. Okay. From the first one of these you did, from the first Blitz you did, that replay?
No, from the replay like that I gave you guys yesterday. There's resources at the bottom that say, here's how to set up your KPI metrics. And then there's one how to create your custom audiences so that you could actually see the audiences for this.
Cool. Awesome. Thanks.
Yeah. Jay. Good morning, Laura.
Quick question. Can you please go over the difference between the general audience and layered audience? Specifically, I'm trying to target parents of teenagers and young 20 -year -olds.
I know there is a setting that I used in my ad that says parents of, and then it has specific age ranges. Is there anything else? and and where would that fall is that like a general or layered can you just clarify that please yeah so that would that would just be an individual interest like it's a demographic are there anything other things i can add to narrow that down or is that the best what are what other interests would they have i'd have to okay okay i'd have to figure that out but i could just add those on and stack those layer those yep 100 Perfect.
All right. Thanks. Yeah, you're very welcome.
Billy. Hey, so the video views, the two videos at the top where you say the cold traffic goes to them, is it video views the objective? Yeah, so video views is the objective for power content and engagement for these.
Because this is a post. This isn't a video. Like to get comments.
Or this is a post. Okay, not a video. That's a post, yes.
Thank you. Yep, absolutely. So let's actually, so let's actually take a look at what these ads actually look like.
So we'll get into, we'll get in the meat and potatoes and then I'll show you guys how to optimize this and make sure that it's, that you're just. getting your 500 to 1 ,000 every single week, and then your 100 messenger conversations every single week. And so here, you can see here, I've got this all.
Don't worry, you guys are going to have this so you guys know exactly what type of campaigns to run, how much to run them for, and everything. So campaign number one, power content, you're going to optimize it for engagement video views. You're going to test two different audiences.
You could do your broad targeted or you could do your interest. Campaign number two is going to be your value bomb ad that we did on day one. Again, you can test it to both of those same audiences.
I like to do these at $10 a day because it'll give you more traffic because that's what you want, right? At the end of the day, you want to figure out. Is my value bomb working?
And I'm going to show you guys how to actually optimize this because you're probably thinking, oh my God, that's $20 a day. That's $10 a day. Am I going to run ads for $30 a day this entire time?
You can, but I'll show you guys how to trim down the budget on this. And like I said. Most of my students inside my Lean on Laurel program run this, what we just went over, for $300 to $500 a month.
And I'll show you guys how to stay within budget and all that fun stuff. So the first ad we're going to talk about is actually one of my favorites. It's really easy.
There's no video involved. It is just a simple story ad, okay? Now, these story ads, because you can't necessarily comment on a story ad, I do run these.
But check how I say DM me the word DCA. And we can jam on how you can implement this. And so what I'm doing is I'm getting them to DM me a code word.
Now, here's the thing. I am not linking the actual messenger ad. I'm not using an actual messenger ad.
I'm actually using still the engagement, but I'm having them DM me. Now, can you run this as a messenger ad? Absolutely.
This is just the way that I prefer to do it. And here's why. It's because it is friction.
Right. If someone remembers DCA and they go over to my Instagram or they go over to my Facebook messenger and they physically type in DCA, don't you think that's going to be a higher quality lead than someone who just clicked a messenger button? That's why I like to do it for that reason.
Now, I know some of you guys just heard Laurel said to only do it this way, right? That's just the way Laurel prefers to do it. But can you run these to a straight to a DM?
Absolutely. And I have all the walkthroughs on the DM stuff inside the $7 program. But I do like to run this for engagement.
The second one, which is the reels video that you guys are all waiting on the script for. I like to do this one reels to comments. This is actually one of my most popular value bombs right here.
And we're just going to literally talk about the value bomb that you did yesterday. Okay. And so all you're going to do, all this 60 second Reels video is going to do.
Now, here's the thing. Most of my most of my Valley Bomb Reels videos aren't 60 seconds. A lot of them are 30 seconds or 40 seconds.
That's OK. We just want to make sure that we have enough time to say what we want to say. And so all this is, is saying, hey, target audience, this checklist or this MP3 or this, you know.
whatever your value bomb is, how's it allowed me or my clients to get desired results? And I want to give it to you for absolutely free. Just drop me a line below this video.
Now, I'm going to give you guys a little tip on how to get better responses. Michelle actually said yesterday that she started using it because this was something that I talked about at the last Blitz. If you flash the checklist, I don't have a piece of paper right now, I'll just flash my journal.
If you flash the checklist on camera inside this real video, it's going to make what they're asking for tangible. and it gets more comments. So if you have a checklist or if you have anything that you can show to the camera, like if you have an MP3, like you can put it like on a flash, show a flash drive or something like, look, this MP3 has allowed my clients to control their drinking every time that they go out in social situations.
Here's how this MP3 audio works. Describe the psychology behind the MP3. Do you want this?
I will send it straight to your messenger. I won't ask you for a name or email. Just drop me a line below this video and you'll be able to go out without having to worry about drinking, right?
This checklist, this step -by -step guide, something that's tangible. Remember though, remember the secret to a good value bomb. It has to be something that they could easily absorb.
So this is not going to be a 45 minute training where they have to go and do all of this stuff. Remember, the whole point of this value bomb is to give people a quick win that they can have as fast as possible, preferably within 24 hours. But 48 hours is totally acceptable.
But we want to make sure that our value bomb is something that's going to be easy for them to grab, like something that they can just easily do. And within. Right after you delivering it to them, they can go and do it within 10, 15 minutes and experience some type of win.
Okay. So this is the script. It's just, hey, like for instance, in mine right here, I am giving away my messenger SOP.
Hey, this is for coaches who can't convert their clients into phone calls. This messenger SOP has allowed my clients to move. over 50 calls from their messenger every single week and i want to give you this messenger sop for absolutely free all you have to do is drop me a line below this video the reason that this sop works is because i break down the diagnostic statement i break down what they should say if they ghost you i break down what they should say here The reason that this works so much is because it's based on being helpful.
I tell my students, act as if someone has just paid you $500 to solve their most immediate problem in the next 10 minutes. Drop me a line below this video and I will give you this SOP so you can literally start moving people from your messenger to a phone call today. I did a lot in that video.
I made something tangible. Here's a messenger SOP. I told them why it works.
I gave them a taste of what's inside the guide. And then I said a little bit of urgency at the end, right? I said, drop me a line below this video.
And you could literally use this today to move people from Messenger onto a phone call. So there's a lot of elements. that are making this a really great opportunity for someone to reach out to me.
If people are ghosting you in Messenger, you're missing one of those elements, right? If someone asks for your value bomb and they ghost you, that's completely normal. But if you hit all of these elements, like solving a very specific small problem that you could help them solve almost immediately, tell them why it works.
Give them a little taste of what's inside. And if you can hit that urgency, that is going to be the determination whether or not they're going to ghost you and message her. Because if they don't see this as something that they need, they're just going to be like, oh, I'll message her back later.
And they never will. Does that make sense?
Cool. What I'm going to do is I'm going to stop sharing my screen really quickly because I know I kind of flew through that script. Does anyone have any questions about that?
So an SOP, standard operating procedure, is just a messenger script. If you're in business, by the way, you should know what SOP stands for, just saying. Not picking on anybody, but that's like, it's kind of a major thing you need to know when you have a business.
Laura, may I ask a question about the story ad since you went through that pretty quickly? 100%. Okay, so I did a story ad, but I think the mistake I made was maybe doing video.
So I did like a video clip and then I did the screenshots of basically people raising their hands and the results they got from the freebie. Do you have any like tweaks or suggestions there? Do I just like, oh, okay.
I think that's perfect. Like sometimes, like I just love flashing like client results and that's what's important about the story ads. Like I have a Lena Laurel student who owns a gym.
And it's a very unique gym. It's an online gym dedicated for, it's actually called the queer gym. So obviously it's for, you know, for, for gay people and it's a safe space.
And the gym's not about losing weight. It's about having a community of healthy people working out together in a safe space. Right.
And so she doesn't necessarily have all of these testimonials of people like dramatic weight loss or anything like that. But in all of her story ads, she shows like screenshots of like Zoom calls. Hey, we just finished another, you know, and she's got these unique things.
And so she's like, hey, do you want to check out the workout that we did today? I put it out on this checklist. You know, just send me the word DM, DM me the word, you know, couch potato, and I'll send it to you in Messenger.
Okay, perfect. And I think I love that. It just reminded me, I ran my last ad to Messenger.
and i'm wondering if that caused a bit of friction and so now i'm going to try it with just having like the code word okay yeah absolutely because like i said i'm at that point where i want people to kind of jump through hoops to talk to me and not just like have an easy messenger button because um i find that whenever you run messenger ads there there tends to be much more ghosting than if people physically comment for something or if they like dm me the code word then i i know that they're intentional about getting whatever it is that i'm going to give them awesome that was so helpful thanks laurel yep absolutely billy so if you don't give a guide right because i offer to listen to music artist music on the live show that i do weekly how would you go about that um someone over here is uh hasn't a hypnotizing thing an mp3 for people to quit drinking like a like a value bomb doesn't have to be like a like a cheat sheet or anything like that like it could be like an mp3 it could be a video it could be a quick loom video it just it just something that they can execute or use as soon as you give it to them oh okay yeah because i i offer to listen to their music so that they can submit it kind of thing so it's not really something like that's tangible that i want to give them to use but i was just thinking how i could approach that with
what you'd mentioned right there. So I would, I would think of something that is, so I like that, but I would like that to be the second step, not the first step like that. Like usually assessments would be like a second step because it's a little bit more friction.
Cause you have to listen to it, like find the time to get back to them. That first interaction needs to be something that we could instantly give them that dopamine hit. I know that sounds bad to say, but it's, it's, it like gets them excited about something versus having to sit there and wait for something.
right okay sounds good thanks absolutely stephen um in the script i noticed there's no mention of the problem that it solves um is that fine or is it do you think would be helpful to also mention what problem it solves in the script yeah so if you go back to the script right notice how i said hey, target audience. I was like, hey, if you're having issues converting messenger conversations and booked calls, this checklist has allowed me.
So I include like target audience. Like when I define a target audience, I don't just say, hey, coaches and consultants. Like whenever I say target audience, I'm talking like, remember how I said, pick that one person that you're going to talk to.
That's how I define a target audience. Okay. Got it.
Thank you. no that's that's actually great let's that was actually a really great question let's see power very quickly uh i'm a little bit confused now on i i totally get the value bomb idea that it's quick win and everybody's happy 24 hours fine i don't understand now the relationship with the power content is just the explanation of that cheat sheet freebie thing or it's different it's different all right I don't want to take time.
Go back and watch the replay from yesterday because it actually explains in the actual script template. But I'm going to talk about the value bomb in the script, right? Or it's something completely different?
Go back and watch yesterday's training because it's actually in the script. I don't want to backtrack because we have a lot to cover today. Yeah, yeah, sure.
Yeah, absolutely. JD. So I don't like my value bomb that I created yesterday or whenever.
And when do you quit on it and test another, even though I'm getting, I've gotten like, we're going to go over all of that. I'm just trying to get through the main, the main pieces of what we're going to do next is we're going to, I'm going to show you guys how to optimize and replace things. Cool.
And then would you have time to look at the metrics on my, on my two ads? Just, just for food for thought. I took a screen cap of.
of my ads manager results no i'm gonna have you look at your metrics and you tell me whether or not they're good or not okay cool that's how that's how that's how i roll because right i don't want y 'all to be dependent like i don't want y 'all so this is what i tell my students and kristin's smiling because she heard me say this the other day in lean on laurel y 'all aren't paying me to tell you what to do It is not my job to tell you guys what to do.
It is my job to inform you and give you education so that you guys can determine on your own. Because the last thing that you guys need is to have to depend on me every time you look at your ads manager and you're like, what the hell am I looking at? So I'm going to push you guys a little bit to learn what are the metrics that I need to look at.
It's all in my book. Everything that we learned today, all of the metrics and KPIs is all in my book. The seven -day flywheel that we're about to go over is in my book.
So if you guys don't have my book, it is going to be a great guide to what we actually talked about today. There you go. See, you can actually look inside the book and it'll tell you those KPIs that you need to be hitting.
What page? Because I'm halfway through. Oh, it's like I think chapter six or seven.
I'm on chapter five. That's what's wrong.
Yep. Yeah. Yes.
Keith, thank you. He said, and if you do have the book, make sure to give me a review on Amazon. Thank you.
Yes. I would appreciate that. Daniel.
When you're running story ads, you're, you're, you're, you're doing for post engagement, but what do you, what do you, is it post engagement? But like the second menu that you click down. What is it?
So you guys just want me to do it real quick for you? Sure. Let me get into my ads manager real quick.
Yep, yep, yep. I don't mind going over that. It's really quick.
Okay.
So what we're going to do. Because we're just going to hit create and we're going to do engagement. And we're always going to choose manual engagement campaign.
I never want Facebook to have any control over what it is that I'm doing. I'm going to hit new engagement campaign. I'm obviously going to name everything, but the engagement location is going to be on my ad.
So I'm not going to change that. I am going to engagement type, post engagement. I'm going to set my budget at $2 a day.
I am going to choose switch to original audience options. Use original, even though Facebook's going to tell me not to because I want my custom audiences. So I'll just go and grab all of my warm audiences that I built, my pixel audience and all of that fun stuff.
I want to make sure that this is unchecked. Don't want advantage custom audience. Now there's one thing that we're going to have to do and we're going to go and we're going to edit our placements and we're going to switch to manual because if I'm running a story ad, I only want it to run in the story placement.
I don't want it in the newsfeed. So I'm just going to go and I'm going to uncheck everything except. Instagram stories and Facebook stories.
I personally am an Instagram person. I like Instagram stories better. Can you run it in both?
Abso -freaking -lutely. And then all I'm going to do is I'm going to go to the ad level. And all I'm going to do is I'm going to hit ad preview on because I want to see it.
And what you can do is you can go to, you can use existing posts or you can create an ad. It doesn't matter. It's a story ad.
But what I'm going to do is if I add image, it will actually allow me to go into my Instagram and it'll show all of my posts here. So you can see some of my story ads here. So I'll grab one of this.
So this is one of my little story ads right here. And I'm going to hit cancel because I don't want it to optimize. I just want, I'm going to hit cancel and see, there you go.
Boom. That's the setup. No button, no anything.
Now, can you put in a messenger button? Absolutely. I just like them to actually DM me the word to get it.
Good. Did that show you what you needed to see? Yes, thank you.
Yeah, absolutely.
Let's see.
Any other questions? I'm just kind of like. Page 91.
KPIs are on page 91. Thank you. I love how you guys all have the book.
That's so fucking cool. Can I just say that? That's one thing that I love about having a book is I can just say, go in the book.
It's made my life so much easier whenever I tell people, just go read the book. Lauren, real quick question. Yeah, absolutely.
It just was on when you were doing that. And I struggle with the audiences. I think I get overwhelmed and confused because I have so many audiences in my ad manager.
Do you hit the website tracking on that? Cause it brings the pixel up. Like my tracking pixel, like on, when you do that ad.
Let's see. See where it says the tracking. Oh yeah.
Cause I don't need, I don't need to track any, I don't need to track anything. Cause this is an on -platform action. Okay.
So I don't need to do that when I'm doing these. Not when you're doing a story ad, you don't have to, or the video ads or anything like that. You only need to like do like all of this stuff whenever you're running conversion campaigns.
okay yep thank you and then laura just real quick for the story ad what is the objective that you have is it engagement yep so i did the objective is engagement and the conversion event is on the ad and engagement type post engagement okay thank you and then you have to remember to go and select only the stories oh so it's conversion for engagement Well, it's not a conversion ad.
It's just a conversion event. It's not a conversion ad. Facebook is asking where it wants the event to be, like the on -platform action to be tracked.
Gotcha. Yep. So Gail just asked a really great question.
Is there a good place to learn about the ads back in? Yes, there is the Facebook advertising blueprint by far. That's why I don't have any of that stuff because the Facebook advertising blueprint already has done a really great job of teaching like the technical part of the, the ads manager and all of the stuff like that.
And so that's why I don't include it in the, in the program. I do link it in the program though. And the best way to learn it honestly though.
Just follow my videos step by step, like pause the video. Just do what I do, because sometimes what I find is that students who go and try to learn the ads manager learn a whole bunch of other things that just confuse the heck out of them. So if you just follow my step by step videos, you'll learn your way around the ads manager pretty, pretty quick.
Yeah. And the back end of Facebook changes every single week. Like even sometimes when I'm doing these live trainings, something will be new and I just.
And I'm like, OK, cool. Facebook changed this. Let me just click a whole bunch of things and figure it out.
Right. That's that's what we have to do as entrepreneurs. We just have to have to figure it out.
I see I see Nakia smile and she knows you just got you just got to do it as a as an entrepreneur. Right. Just got to go with the go with the punches.
OK, so.
You guys are probably wondering what type of videos does Laurel think? are going to be the way to stand out in 2024. Does anyone want to guess what they are?
One of you guys probably has heard me talk about this. Who can guess what type of videos I'm going to talk about? Yes, Keith.
Keith's the rock star. Look at that. Keith, over the shoulder.
And what I mean by over the shoulder type content, you can't fake this stuff. Right. And I know a lot of you guys are like, well, it's easy for internet marketing.
It's easy for this. I'm going to show you guys, I'm going to give you guys a couple of examples. And if you guys have any questions about how you can do it, I got you over the shoulders are things that you cannot fake.
Like in this video right here, like this video did not get a whole bunch of views, like 669. It's okay. This video right here got me hell of a lot of clients because I actually, so what I mean by over the shoulder.
As I was building the success paths for my Lean on Laurel students, I just turned on my camera and I was like, you know what? I'm going to teach people how I'm building these success paths for people who don't have a validated offer. I did one for people who have a validated offer.
I did one for people with a BSL webinar. And as I was building the success path, I was actually walking people through why I was suggesting this as I was building this out. So we call it over the shoulder because it's basically just over the shoulder.
Watch me do the work. for my clients, right? This one was another one that got me a hell of a lot of clients, even has half of the views of this one.
But in this one, I was literally building a strategy document for one of my Lean on Laurel students who came to me and was like, look, I am starting from absolute scratch and I need to get five clients in the next 30 days. And so as I was building his success path, I literally turned on Loom and I was like, here's what I'm doing.
Here's how I'm. how I'm leveraging. Here's some of the stuff that I'm leveraging.
Here's how I'm collecting the assets that he told me he had. Here's why I'm recommending this strategy. What do you think happened whenever I do those types of things, right?
People are in my inbox and they're like, I'm in a similar boat, but I have this. How would you do that for me, right? And so a lot of people are going to say, I know what you guys are thinking.
It's really easy for, for, you know, to show people the back office of how to do ads. It's really easy to show people how you build a strategy, right? So I will use, where is my little, where is my student who teaches people how to quit drinking?
Is she here today? I don't believe I see her on the, on the front page. Yes.
Okay. So Vicky, right? So this is how Vicky would do an over the shoulder.
So she could talk about, hey, I just got off of the phone with one of my private clients. This particular client is an entrepreneur and well -known. And they have issues going to networking events where they're fans of them.
are um trying to hand them drinks and so it's really hard to control their drinking because every time they turn around one of their followers or one of their their fans puts a drink in their hand and so what i'm actually building right now for her because she's got a networking event next week i'm building a seven day build up success plan i'm just making up i just want to give you guys an example but i'm i'm giving her stuff to do every single day for the next seven days to prepare for this event And this is what I'm going to tell her to do at the event.
And I'm going to walk you guys through as I'm building this for her. I'm going to talk about why this works, why she should be doing this, all of the red flags that that might go wrong during this. And I'm going to make sure that she is prepared to have everything that she needs before going to this event.
And she's just going to talk her through. Does that make sense? Like this is our like our opportunity to make content.
that people cannot fake, right? People can fake. Like I can go and watch Alex Harmozy videos all day and do all of his videos, like just memorize them and just give out the same information, right?
Anyone can steal my content. As a matter of fact, a student I found out yesterday ripped off my entire $7 program and is selling it for $50. Yep.
Everything, like just same name, same everything, right? People can just steal your stuff. Like that's what it is.
But Guess what? They can't steal my brand.
They can't steal what's up here. And me being able to on the fly come up with strategies based on the input that people give me gives me a chance to stand out and show that I'm a real expert and I'm not just copying from someone else. And so this is why I think.
that over -the -shoulder videos are going to be the best way to stand out from your competitors in 2024.
Being able to showcase, right? Like let's say I'm coaching you guys on this call. That's an over -the -shoulder type of video too, because I can take a clip of, let's say I'm looking at Michelle right now, right?
Let's say Michelle has a really great question and I'm coaching her through something. I'm showing my audience over the shoulder. The advice that I'm giving to Michelle and they're actually getting to experience me in a live situation where it's not prepped and I don't have all of the information prepared and I'm memorizing anything like they can see me on the fly.
Give someone straight up information. Yeah, Dan's doing Dan Henry's doing the same thing with, you know, his business audits. Like, by the way, all of you guys here, whether you like Dan Henry or not, should be watching those business audits because.
you learn a lot from those business audits. Like the way that he helps people through offer creation and gives them their pitch at the end of those business audits is that there's more value in that than there is in a lot of high ticket programs just by watching his business audits, by the way. But I believe that these over the shoulder type videos are going to be the way for you guys to stand out.
Yeah, they're on YouTube.
Nellifer, you have a question? Yeah. So I, I do coaching and healing and I've been kind of recording these little five minutes, six minute videos where I take someone through a specific problem.
So could I use those as over, over the shoulder? 100%. Like as you're building, you know, guides for your clients, whether you are, you know, a healer, whether you are a freaking chiropractor, like all of this, right?
Like we all have to like, put together stuff to service our clients. And so we might as well.
And this is, this is a big leverage point too. Like people always ask me, Laurel, you put out so much content. It is because every time that I'm doing any type of work, I turn on a camera and I walk people through what I'm doing, why I'm doing it, how I'm doing it.
And it's content it's leverage. So I don't ever have to plan my content. How many of you guys, if you get in front of the camera and you just have to talk or write a script, it fucks you up.
i'm one of these people like i cannot just on cue be like, hi, my name is Laurel Porte. And today I'm going to show you how to do $5 ads, right?
Like I can't do it. Like it sucks. And so like, I feel most comfortable when I'm actually doing things.
And so that's just the way that I choose to do content. And that's the way that I like to actually watch content too. Like my favorite videos to watch on YouTube are the ones that are actually showing me something.
They're the ones that I hate watching the most are the ones that are well produced. got words popping out and fire coming out of their heads and all of that stuff. Like those are the videos that I honestly, I just tune out.
Um, and I think that people are flocking to more over the shoulder type videos because a lot of people can't tell who's real and who's fake anymore because everything is just so produced. And when you're in a produced situation, it makes it, it makes it really hard. Um, I'm looking at Kristen right now.
So Kristen's a boudoir photographer, right? she could literally do an over the shoulder, the obvious over the shoulder, right? Would be behind the scenes of a photography studio and all of that.
But one of the ways that can make her stand out is she can turn on the camera and be like, look, I get it. Like so many women are afraid to do boudoir photography. And sometimes as being a boudoir photographer, I have to work.
on mindset with so many women because they have this fear or they have body issues or they have something. And so I have a woman who's coming in next week and here's how I'm helping her prepare for her photography session so that she actually feels comfortable doing it instead of coming in and being afraid behind the camera and all of this stuff.
And she can like list, like, here's a protocol that I use with women who are, you know, afraid. And what, what is, what is that doing at the same time? It's meeting.
a potential client where they are right now who's having those same thoughts and they're like oh man that is so cool kristen is doing that for so it's not just about photography it's a lot of mindset too and so it gives kristen an opportunity to stand out when all the photographers are like come see my fancy studio they might choose kristen because of the prepared framework that she that she gives her clients before they come in and do a photography session So it's just a little bit, it's just a little way to like actually go a little bit outside of the box from what everyone else is doing.
Nilofer, you have another question? Yeah. So with the healing, you know, I'm not sure if people are going to be very comfortable being on camera.
So if I get like an audio of it and then put a image on top, something like that, would that work? You could, but you don't. have to have your client on camera.
Like you could literally like turn on the camera and be like, so I just got out of a healing session. And this one particular client of mine had XYZ problem. And this is what I told her.
And if you are someone who's going with the same issues, this video is going to be a lot, is going to be very powerful. And by the way, if you want this document that I'm putting together, as I'm going to talk through it, just drop me a line below this video. And hopefully this is as helpful for you as it was for her.
fantastic thanks yeah we're just really just being able to showcase like what we do and what we do really well because at the end of the day are we giving people would be like well you're giving away your proprietary stuff no we're not like it's the same reason why we go to the like we all know how to lose weight But we hire a personal trainer for accountability.
That's why most people look to us is for accountability, help with implementation. It's the human connection. It's not necessarily the things that we put on a piece of paper.
JD. So back to value bombs and transitioning a new one in. Somebody commented, Amir, I can't remember, that quantity and volume is the key with value bombs.
From an ad, from a spending money perspective on value bonds, when do you stop spending money on one or reduce the value? JD is just like, he's not patient, right? So I'm just going to just go ahead and go over the flywheel because he's just like, that's the third time he's asked the same.
You know what? I'm just going to do it, JD, for you. How about that?
All right, let's go. Yeah, he ready. I mean, yeah, let's freaking rock and roll.
Let me get out my little, my little. iPad.
Yeah, I don't have, I don't have room here in my New Orleans place to bring my whiteboard. So this iPad thing is a, you know, I was kind of a little skeptical when my wife told me I needed an iPad and now I can't seem to live without it. It's much easier than lugging around a whiteboard all the time.
Okay. So here's what the seven day fly will, by the way. And for those of you guys who were who have my book open right now, you guys can share what page the seven day flywheel is on.
Um, but there literally is a day one, day two, day three, day four. And so here is a version of it. Okay.
We're all starting with cold traffic. Okay. So day number one, right?
You can do your power content video. Okay. That's day number one.
Okay. If you want day number two, you can do a new value bomb image ad. Okay.
There's different versions of the flywheel, but I'm showing you guys a version, right? So day three, maybe you do your conversion multiplier, right? That 60 second reels ad that I just showed you guys.
Maybe on day four, you guys do. the over -the -shoulder video. Day five, maybe you guys do the story ads that we just talked about.
Notice I have not yet said I'm going to look at the KPIs for this or the KPIs for this. On day number six, if I'm just using these same five ads that we've been talking about, If I draw arrows here, right, it starts to become a flywheel.
And so I created this content flywheel so that my students would chill when it comes to their ads, because after placing this one ad, they were always like, what's the KPIs? What are they doing for this? And so what I teach them to do is.
Create the entire ecosystem because then by day six, by day seven, you're going to be ready to actually look at the KPI for that. So if this is hitting KPIs and if we look at KPIs inside the book, we want 40 % hook rate. Now, what does hook rate mean?
That means the amount of people who are stopping the scroll when they see your video in the newsfeed. Now, this is explained in depth inside the $7 program, so I'm not going to go through it. It's also in my book.
We want the hold rate to be 8 % to 10%, okay? Hold rate is the people who have stopped the scroll and have watched at least 15 seconds or more of the video. And then we want to pay a dollar or less for 25 % video views, okay?
Now, on day... Let's see, we have day five. So on day six, I am checking, is this power content video hitting these KPIs?
Here's what I recommend. If it is, keep it running, but also write a new piece of power content and launch another one, right? Now listen very carefully.
I want everyone to pay attention right now, okay? Just because this is hitting KPI of a dollar or less for 25 % video views, what is the goal? What is the goal of these power content videos, right?
To get 500 to a thousand people added to my invisible list, correct? Just because this is hitting a dollar or less for 25 % view, right? Let's say I'm paying 75 cents.
for a 25 % view. Here's why I'm going to write, shoot, and launch another power content, because what if this one, I can get down to 15 cents, a 25 % view. Now I'm getting, what, four to five X the amount of 25 % views.
I'm getting more bang for my buck, so then I can turn that one off and allocate all of the budget to this new one. Day seven, I'm going to go check this value bomb out. Is it getting comments?
Well, it got 10 to 15 in the last couple of days. Well, I'm going to launch a new one to see if I can get 50 in the next couple of days, right? And so if I'm going to launch that one, and then if this one starts to drive comments, I'm going to be like, cool, I'm going to shut that one off if I need to conserve budget.
If I don't need to conserve budget, I can keep this one running too. then I'm going to go here. So like we're at day eight, right?
So I'm going to check this. Is this getting comments? If it is, cool.
But what if I can get more with another one? I'm going to launch another one. So you guys see what I'm doing is I'm doing one activity every single day.
And I'm going to keep doing that until I have a top of funnel strategy that is both bringing in invisible leads and comments. Because what do we want? 500 to 1 ,000 people added to our invisible list every single week.
And we want to be having 100 messenger conversations. The lower the budget that you have, right? So my students who are spending $300 a month on this, they have to be getting 15 cents for those 25 % views.
Otherwise, they're not going to hit their 500 to 1 ,000 every single week.
Right? Is this starting to make sense? Okay, Vicky just said, oh my God, mind blowing.
This is how I optimize. And so anytime people tell me or ask me, Laurel, what should I be doing? I literally am like, you do not get off of that flywheel until it is the way that you need it to be with the budget that you have.
Because if you have a larger budget, yeah, you can keep all of these running. If you have $1 ,000 a month, you can have three power content pieces running, bringing in 500 to 1 ,000 leads. You can have three value bombs running.
But at the end of the day, we have to ensure that all of these are bringing in conversations. All of these are bringing in leads. We have to make sure that people are DMing us.
And we don't stop until we have an ecosystem that is consistently bringing in. 500 to 1 ,000 in our invisible list every single week and 100 messenger conversations. Five days is plenty.
I do five to seven. So what I don't want you to get caught up on is I did it this way because we worked on these five ads over the last couple of days. But if you look at my book, I actually tell you.
to do three pieces of power content. So day one is power content number one, day two is power content number two, day three is power content number three, day four is conversion multiplier number one, on day five it's conversion multiplier number two, on day six it's conversion multiplier number three, and then on day seven we go and look at the power content.
So it doesn't matter what your flywheel looks like, it just has to make sense for your budget.
Because the lower the budget, the more this has to be optimized and the lower you need to get your cost per messenger conversation and lower the cost per power content video.
JD, did that satisfy what you were looking for? Yeah, it helped because each content bucket has a specific goal. So that really helped me a lot for the...
Power content videos. The goal is the cheapest 25 % video views that will add 500 to a thousand per week to my list. And then for my value bombs, it's basically a hundred messages a week.
And my value bomb that I launched on. yesterday or day before isn't isn't generating any comments and therefore it's not generating any any message interaction um and so you know i need to be thinking well i need to do this but in the back of my mind i'm going okay it's not hitting the goal so i want to i want to be thinking about what value bomb is is going to engage comments that will lead to dms Is that right?
Yeah. Yes, 100%. And so Christina, I think it was Christina, she just asked a really great question.
Where can I fit in the discovery call accelerator? This is actually the discovery call accelerator. Let me explain, right?
So if we look at this, right, we have to look at the whole ecosystem, right? You have cold traffic. You have your power content.
Oops, cold, right? You have your power content here. You have your...
your story ads there, you have your over the shoulder video here, and then you have your 60 second reels ads here, right? The discovery call accelerator says, right? If we look at the, remember the triangle, if you need the most volume of people to see your offer, that's what that value bomb that I taught you guys how to do on day one.
It falls into here because when you need to validate an offer, you need to have as many messenger conversations as possible. Right. When you just need volume, let's say you're getting your 100 conversations every single week and you're like, whoa, like I am bringing a lot onto the phone, but there's a lot of people who could be qualified a little bit more.
We're going to add a little friction here. Then we're going to go instead of value bomb. to messenger we're going to go power offer to application because if you're having 400 conversations a month because of the volume you're going to know what your what your offer is going to be you've had 400 conversations in a month you can write a power offer now you know exactly what your audience needs right then once you're having five to ten calls a day from this strategy, right?
Because it's going to push volume. You need to add friction. Well, I'm getting a whole bunch of people on the phone who aren't as qualified as I need them to be, but I have a high call volume.
We're going to add more friction. That's where your VSL. So you're doing add to VSL.
So you guys see, this is all the same strategy. It's just the way that you execute a direct response funnel. That's the only thing that changes is the way that you execute the direct response funnel.
But it's the same, but it's the discovery. This whole strategy is discovery call accelerator. Like if you look at this, this is a beginner version of the discovery call accelerator because you need volume of messenger conversations.
And so that's why we have 100 messenger conversations a week. I suppose what I was asking was probably not. uh an accelerator to qualify them better because i deal with google ads as well and i get a lot of um consultations anyway that way this way you can end up with loads and loads that aren't qualified so yeah yeah so that's why that's why you have to that's why you have to step into it here like if you have the volume if you have the volume of people you might on facebook just run a vsl ad and then let the ecosystem catch all of the all of the the downflow from the ads.
But that's why I'm teaching you guys how to set up the ecosystem first, because once you deploy one of these, the ecosystem is going to catch all of those leads that didn't move forward through the funnel. Cool. Yep.
Yep.
Rita.
Hi, Laurel. I have a question about the, I think it's the power pitch, the power content with the CT at the end. Is that the power pitch?
So I wanted to know, is the over the shoulder video the place where we do that CT at the end? Yep. You would do.
Yep. You would do. Great question.
Yes. You would do a CTA here at the end. Okay.
And it's going to be a longer form video, right? Because here. We only want three to five minutes on these top of funnel power content.
But our over the shoulder, that's a type of power content. We're just going to have a CTA at the end because it's for middle of funnel. Okay.
And that one, when you say longer, it can be 10 minutes, 15 minutes. I have some that are like 45 minutes. Okay.
Thank you. Yes, that is a great question that I forgot to mention. So thank you, Rita, for asking that.
Jay. Yeah. I have a question about adding in a new value bomb ad.
So do all of, if I'm going to add a new one in, does it, does it have to be a post first in on my Facebook page, the business page? And if so, is it going to come across? It doesn't have to be.
Nope. You can, you can test them. We call them dark posts when we post them in the ads manager and it's going to a targeted audience versus like, like if you're testing an offer, like let's say you don't know.
who your audience is, right? Like I have a student in my LOL program. She doesn't know if she wants to serve as chiropractors, if she wants to serve as business coaches, or if she wants to serve real estate.
We have three different types of value bombs that are going to three different types of audiences inside the ads manager, just to see who's going to bite on her value bomb to see who she wants, just to see who she wants to do an offer for. Okay. Yeah, that's close to what I'm thinking.
And so that would just be an ad created in ads manager. It wouldn't have anything to do with a post on the page. Correct.
Yeah. When you're testing your niches or you're testing an offer, you can do them in the ads manager. Perfect.
Thank you. Yep. Absolutely.
Steven. Hi, Laurel. I remember you mentioned in another training that the power content should be trending to less than $1.
100 % view somewhere in another training. That's an old video. All of the videos in the program have been updated now.
Okay. I've got another question about problem and situation. Is this a good time to ask or do I need to wait?
Yeah, let's finish talking about what we're making sure that I get all the questions about this. And then if we have time, we could absolutely talk problems versus situations. Okay.
Thank you. Yeah, you're very welcome. Nilofer.
Hi, Laurel. I wanted to ask, how do you track all your messenger conversations? Like if you're having 100 a week, how do you track them?
In my messenger?
Okay.
It's not as hard. I know it sounds really hard, but it's really not. Like if you like, you just have like the way that I look at it.
It's kind of like one of those things you hear Dan Henry talk about circle of focus. That's one of the things that are most important to me. So that's the things I focus on is just who are, where am I messing?
Am I having enough messenger conversations every single week? Now you can in the, in the $7 program, I do give you guys a spreadsheet that I used to use when I used to have messenger conversations. So if you go into the organic, the seven day organic marketing sprint, I think it's on the last day.
I give you guys a spreadsheet for that. Thank you. Yeah.
But me, I've just made it an everyday part of my life now to where it just now I just open up my phone when I'm at the airport, when I'm traveling in a car or any time that I have like some off time, I'm opening my messenger and I'm just I'm just tending to my messenger conversations. Yeah. So the question I wanted to ask is, so, you know, if you kind of talked with someone, do you archive it so that, you know, unless they message you back, it won't pop?
in your thing? Is there a practice that you follow like that? I do archive.
Yeah. When I'm talking to people on my business page, but I try to avoid talking to people on my business page. Honestly, that's why I run on Instagram.
I focus on one. I like to have my conversations on one platform. And so that's how I kind of keep it more organized.
And I love to have conversations on Instagram. Thank you. So I'm going to address Dave's question.
Dave, can you unmute yourself? Because I want to address this. He says, I think I'm confused because every time I watch a video that explains the ecosystem, it looks a bit different every time.
I would like to address that because, yes, you are correct. But I want to hear context behind that.
Dave, can you unmute yourself?
Come on, Dave. You can't just throw that in the chat and then not be able to answer it.
OK, I'm going to move on. Mr. Keith.
Hi. Real quick, is there ever a situation where You would not use power content and just use reels or value bomb ads up front to cold traffic?
I want to know the context behind that question. So my clientele is all on Instagram and they're all very savvy with Instagram. all of their content is always, there's no long form content.
And up to this point, they've been my reels and value bombs and the short, quick things get way more initial focus at bringing people in versus longer form content. Yes. So short form content.
is for getting new eyeballs. You need the long form for conversion. Otherwise, how many of you guys ever bought a high ticket program from a 60 second reels video?
I doubt anyone in this room has bought a high ticket program. Like reels are great for eyeballs and starting conversations. You need long form videos for conversion.
But can the long form be just in to the warm traffic or does it have to be to cold traffic? I guess that's the question. I like three to five minutes for cold traffic because if people are watching a certain percentage of a longer form video, I know that I'm bringing in high quality leads into my invisible list versus someone who's just watching, you know, a Reels video for a certain percentage.
Because Reels videos, at the end of the day, Reels videos don't have much substance unless you're giving away a value bomb, right? The reason that I do this type of Reels ad right here, oops, it's my eraser. The reason that I do these types of Reels videos is because of the question that you just asked, because my clients were like, where do Reels fits into this?
And they're like, well, Alex Harmozy. Well, yeah, Alex Harmozy also says, I have nothing to sell you. But yet everyone who needs to sell something is copying a strategy that is being used to not sell things to people.
And so that's why I created, well, if we're going to do reels videos, let's make them more intentional and let's actually create some type of value. Like, and so I was like, well, we'll use them to give away the value bombs because if you just do a whole bunch of 60 second videos, it's just, I don't find that the quality of like leads are there from just people who are watching 60 second videos.
Thank you. Yeah, absolutely. Great question.
JD. For the over -the -shoulder videos, I'm trying to remember what you do, but are they always uploaded to Facebook and Instagram? I upload all of my content everywhere.
When I shoot a video, it goes on YouTube, it goes on Instagram, it goes on LinkedIn, it goes everywhere.
But do you link a YouTube video for over -the -shoulder content and then put the link in Facebook? No, I upload it all organic to the platform. Okay, cool.
And then on the messenger conversations, one of the things I like is to use audio because a lot of times I'm working out or walking or whatever. Do you like that? No, I hate audio.
Like if someone sends me an audio message, I automatically respond with, can you send me the bullet points? Okay. Now that's a preference of mine, your clients or might like that.
I just feel it's inefficient for me personally, because if I'm having to have a hundred messenger conversations a week, I definitely don't want audio messages to be involved in that, but that is just a personal preference. For me, so I know that some offer that I saw you have, you have Voxer access. And so Ari Mizell, whom you may have modeled or know, you know, he his front end stuff is he uses Voxer.
And I really liked engaging with him asymmetrically via Voxer because you can you can get tonality inflection like. And, and for the prospect too, you can understand how well they can articulate themselves. And yeah, it's just a personal preference.
If your audience responds to that, I think it also has to do with how warm your audience is. I'm not, I'm not going to listen to an audio from a stranger, but again, this is Laurel. This is not Laurel saying.
Laurel says not to do audio, right? Because I know what you guys are hearing me say, right? This is just a personal preference of mine to not do audio.
Yeah, so if you guys, just because he brought it up, thank you. So it gives me a chance to kind of, you know, because I know a lot of you guys found your way to this. So for those of you guys who don't know, Lean on Laurel is becoming...
a one -on -one program, which has been by request. A lot of people like the one -on -one element. And so with the new program is coming a raise in price.
So Lean on Laurel is going to be $1 ,500 a month. But if you put in Blitz, so in the application, there is a place and I'll actually go over it. It comes with Voxer access, all that fun stuff.
But if you put in the application, Right here, what says, are you endorsed by Lena Laurel student? If you put Blitz right here, I will actually honor the $1 ,000 a month up until March 1st.
So if you apply before March 1st, you have to meet the requirements to be an LOL. It is not. for everyone.
I want you guys to be at like a certain place, but it does come with lounge events at my house. We're going to have a lounge event here in New Orleans in May. We're having one in two weeks in February at my beach house in Biloxi.
But it comes with a daily support boxer, weekly copy audits, ad manager audits. As a matter of fact, your ad manager gets put in my business manager so I can help you with that. We've got weekly support through Zoom as needed.
If you guys are interested in that, I don't want to turn this into a pitch or anything like that, but I know some of you guys did find your way to it yesterday. But yeah, all of the resources for the replays are going to be put here. The replay page, if you didn't get it, it's adswithlaurel .com slash janblitz is the URL.
But anyway, we'll get back to questions. Just wanted to let you guys know that that is there. Are you limiting that to a certain number of people?
50. And there are 50 people in Lena and Laurel right now. So it is by application.
But I do know that. So probably once I move into the one -on -one, there's going to be some people who are going to quit the program. So there's going to be open seats for you guys to snag.
Cause some people are going to love the one -on -one and some people are going to miss the, there is still going to be group elements of it. Like we're still going to do live workshops. Like this is what we do in LOL.
Like, you know, Kristen's in LOL. There's a couple of other people who are here in LOL, but it's a lot of this, like what we did over the last three days. But I am, I am actually, Yeah, just go read adswithlaurel .com.
You can see all about the one -on -one. It's all in detail of what that's going to look like. But I am going to be doing these blitzes because some of you guys aren't at 10K a month yet.
Like lean on Laurel doesn't really make sense unless you're making a certain amount. But I'm going to do these blitzes. Pretty much I'm...
right now on plan to do these three days every single month. And so we're going to help you guys get there as fast as possible. So if you're not at 10K a month and you want more, just sign up for the next Blitz.
We're going to be doing this every month. We're going to spend three days together and just, we're going to get you there. You know, I think that these Blitzes are super important and you guys seem to like them.
I see most of the people who were at the last Blitz are at this one. And so if we do start to have that, you know, the same people over and over again, it gives us an opportunity to optimize further and further and further so i like that billy three to five minute videos do you push those on instagram as well or this is only on facebook and then I do all my, I do most of my stuff on, I do them on YouTube.
I do them on Instagram. I do them on LinkedIn. I do them on Facebook, do them everywhere.
So there's no, so there's no limit for the power content to be three to five minutes on Instagram. Oh my God. On Instagram, you could do a 50 minute video.
I've got some of my 50 minute videos on Instagram. I was always under the impression that you can't really push a three to five minutes video. Boy, that's like five years old.
They like, they like, they let you do long form, like as in the, like the last five years or something. I don't know. oh okay cool i'll try to push that now all right hey yeah absolutely long form guys long form is so like because everyone's doing reels are you guys fucking tired of seeing the alex harmosi style reels that everyone is freaking doing like the interview like all of the interview style reels that's why i like whenever i do my reels and it and it makes me stand out like in the reels feed is i literally talk to my phone and i actually design reels that are meant to be reels Right.
Because like everyone's content on Reels is starting to look the same. It's like the same yellow and green text with them sideways doing an interview or something. You know, I like to specifically create Reels as a Reels piece of content.
And that's one of the ways that you can stand out from all of the noise of the Reels spaces, like by actually like having a conversation with your audience. Awesome. Yeah, because sometimes I want to share something always under the impression that I can't.
So now, yeah. I'm going to go over it and revamp my whole strategy and ecosystem to push that. Thank you.
Because I'm mostly active on Instagram and a lot of it is reels, reels, reels all the time and I won't stand out. So good point. Oh yeah.
Like I tried, like I tried hiring a content agency. You guys probably noticed a little bit something different about some of my content and you guys fucking hated it. Like you hated the nicely edited videos and it was just like, cool.
We're taking back our editing in house. And. we're using so gail just asked a really great question um i trained christina who's never who i never really edited a video in her life i taught her how to use cap cut and i got her the pro version So it's like it's $7 a month or something like that for the pro version.
It has all these plugins, like literally just you just set up the templates and it's so easy. It's drag and drop. It's CapCut.
You can use it on your phone. You could use it on and you could edit like I edit when I want to do things fast. I'll use it on my desktop, but it's got a desktop.
I do my iPad. But when I'm on my desktop, because I come from the TV world, I am trained on Adobe Premiere. So I use the fancy stuff when I'm editing mostly.
But CapCut is a free app. But I did get Christina the Pro because it unlocks a little bit more high -quality stuff.
Yeah, that's a great question. Yeah, Daniel. So when people are responding to a post and they're engaging with you on Messenger, so you do what you can to answer or to solve that one small problem.
that message that you use to respond to their message you say if you need any if you need any further help in doing this I could help you with the next issue that you have and then you offer a phone call to give them insight right on what they could do next and then on that you have to work so this is a very like I'm glad you asked this because This is something you guys have to practice transitioning from your value bomb conversation into booking the phone call, right?
What's really important is that your value bomb gets them to realize that they're going to have a bigger problem, right? So let's say I give them the $5 ad, right? So everyone loves the $5 ad that brings in 100 messenger conversations a week, right?
If they go and launch that ad, In a couple of days, they're going to be struggling with converting those messenger conversations to a phone call, right? So as you're giving them the value bomb, if you've discovered that's the thing that they need, as you're giving them the value bomb, you're going to want to tell them, look, here's the value bomb.
Here's what to expect. Once you launch this. You are going to start to get a lot of conversations, but you're also going to be frustrated because if you haven't had the practice of bringing those messenger conversations over the phone, there's a lot that goes into that.
And so if you find yourself having a hard time with that transition, come back to me and we can talk about my messenger framework. So you see how I'm leaving it, come back to me and we'll have a conversation about my messenger framework. Yeah.
But it's a very like, I heart, let me just reference with this. In my conversations, it's rare that I ever have to pitch. And they're the ones that are always like, well, how can we, how can we do that together?
Cool. We can just hop on a 15 minute call and I'll walk you through. Then on the call, half of the time I forget to even pitch.
I used to forget to pitch my stuff all the time. I had one woman, she like literally like messaged me. She's like, we just got off the phone.
You didn't pitch me anything. Where, where do I buy? She's like, I don't even know what to buy.
Just send me a link and I'll buy it.
I had one girl, like after a call, I forgot to pitch. She just sends me a random $50 to PayPal. She's like, I had so much value.
I don't, I just wanted to give you $50. I was like, okay, but you, you just have to like practice, but in order to practice, you need the volume.
Cause I don't like selling. Like if you give me, if you give me someone I don't know and they don't know me and you tell me to pitch them over a phone call, I will fail miserably. Because that's not what I do.
I like running this ecosystem because the longer that you run this ecosystem, the phone calls are just going to be enrollment calls, not sales calls. And that's what's important. We're lengthening the marketing.
We're shortening the sales process, right? Most people like a long sales process. I don't like long sales processes.
It makes me uncomfortable. I want people to come to me in Messenger and be like, can you send me the link to LOL? I'm ready.
And I'm like, cool, here's the, you pay here. I don't even do sales calls anymore. I haven't done sales calls in like three years.
I started doing power hours for like a thousand and then they started selling out. And so I don't even do those anymore.
That's how much I don't like calls.
I like this.
Christina.
Hello again. Sorry. Can I retarget?
I spend about three grand on Google ads every month and I am not benefiting enough from that. So can I retarget on Facebook? Because I was told I can't because it's therapy.
You can retarget. You can't retarget on Google, but you can on Facebook. And that's why this ecosystem that you're building.
if you put all of your google traffic in it's going to catch all of that you can't retarget health related stuff on google but you can on facebook oh so i'll be benefiting from 100 probably 100 grand a year of spend on google ads you just by the way that you told me that if that if you can retarget like get this ecosystem up asap there's some quick wins in it for you i get i guarantee any time that i show someone who has traffic already they always get a quick win with the ecosystem because all that traffic's just sitting there fabulous that could be that could be gold thank you especially when i get clients who've been running direct response marketing for a couple of years like yeah or someone and i put the ecosystem it's like a whole bunch of quick wins because all that traffic is just i've spent about 100 grand a year for the last oh god yes get this all up get this all up as soon as possible thank you So Vania says, do you always have a CTA on the value bomb?
I always do. Most of the time it's to my $7 program.
You always want the CTA on the value bomb to be whatever that core action that you want people to do. And it all goes back to your solvable problem, right? Do I want to sell a low ticket offer?
Do I want to get people on the phone? What is that core action that I want people to do? That should be the CTA on the value bomb.
Stephen? Laura, can I ask about my challenge about problem situation now? Yeah, let's go ahead and we'll tackle that.
And then I'll tackle Megan and then Cassandra. And then we're going to go do some, we're going to go do work. Y 'all are going to get that rest of that ecosystem up.
Okay, thank you. For me, the challenge with situation problem is like situation, there's a problem that contributing. to the situation but then that problem also have compounding factors that contributed to the problem that you can almost argue the problem is a situation as well and there's something that's always leading to that that problem in the first place so i'll give you examples so if someone can't have energy and focus it's because they don't have good sleep But then so you can argue sleep is the problem.
But then there are factors. Not having good sleep is a situation, not a problem. There's problems that lead to that situation.
Yeah. So how do I find that? Because then there's...
You keep going. You literally start with the situation. And then like, so for instance, right?
Well, just do it, right? So low energy, right? What's the situation or what's a problem?
Like even if you like bad sleep. Well, that's still a situation, right? There's problems that lead to bad sleep.
So what are all the problems that lead to bad sleep? It's racing thoughts. Like you can't stop thinking.
Okay. Racing thoughts. Situation.
What are all the problems that lead to racing thoughts?
All the problems that lead to stress during the day, being an entrepreneur. Those are all factors. Those are still all situations, so I'm going to make you go down even further.
What are all the problems that entrepreneurs are dealing with every single day that are leading to racing thoughts?
Financial stress, acquiring customers. There you go. That acquiring customer is still a situation.
Let's go down even deeper. What are the problems that are leading to not being able to acquire customers?
This is how well we need to know our clients right here. This is the real work. And this is why you should be having 400 conversations in Messenger every single month, right?
Because what they tell you in Messenger is going to lead to all of these problems that you don't have to figure out because they're just going to start telling you. Because right now, a lot of you guys are guessing. Like I can tell just by the conversations, a lot of you guys are guessing.
What this ecosystem is going to do is you're going to realize that everything that you thought about your prospects is completely wrong.
That's why it's important. This is why it's important to do this work. So is the validation I know the problem because people are responding and raising their hand?
Is that how I know I've got the problem? You will know whenever you actually have a conversation with people. You can't judge an offer based on engagement.
You have to base it on a conversation. Okay. My clients would come to me saying, hey, I can't sleep.
I've got raising thoughts. They don't talk to their problem. That's why you have to dig it out of them.
You have to sit there and be like, okay, cool. You've got raising thoughts. Tell me about your day.
What does your day look like? Yeah. Can I say something here?
I just have someone respond to my conversation. So I put out a value bomb about an MP3 about procrastination. So I asked her a question, how is procrastination affecting your life?
And so she responds saying in so many ways, depression, no goals, no action towards making our dreams come true. Stagnation and energy, especially regarding money, days, weeks spent on Netflix, YouTube, et cetera. So she's just given me so much content, like so many value bombs that I can make.
100%. Like it really is this easy. Like a lot of you guys, like.
it are over complicating this entire process. Like if you literally just like, if you do nothing else, right? Like Nara was just asking, well, what do you do if you have a mid ticket, low ticket, high ticket offer?
Remember, go back to day one. What is the core thing that you need people to do? If you need cashflow, am I going to do a low ticket offer?
No. If I need cashflow, I'm going to start with a high ticket offer and I'm going to build my entire ecosystem on getting phone calls to sell that high ticket offer.
Like I. I have $7 program and I have Lean on Laurel. You guys won't see ads for Lean on Laurel because my core thing that I want people to do is the $7 program because Lean on Laurel is full.
Does that make sense? You want to build the ecosystem around what is the core action that you want people to take. And do I have the cashflow to support that goal?
If you don't have a lot of cashflow, the last thing you need to be doing is selling a low ticket offer.
But yeah, like I guarantee if you make it the one goal, stop building funnels, stop building AI bots, stop doing all of these things because I guarantee you guys, a lot of you guys don't have a lead gen problem. It's just that I don't know my clients and I'm not having enough conversations problem. Like a lot of you guys are actually sitting on a whole bunch of leads right now and you don't even know it because you're not putting out the right type of thing to get that direct feedback loop.
Megan. Okay. So my question is about real estate target audiences and Facebook ads manager.
Don't need them. Okay. That's what I was gonna say on Monday.
You had said to not put anything for targeted details. Is that correct? Yep.
You don't need, you don't need, you don't need targeting for real estate. Cause you're, you're, you're, you mean for like real estate leads? Yes.
Yeah. You don't need, you don't need to do any targeting. Okay.
Um, what I put in the location at least. Yes. Yes.
Location for sure. Okay. And always, and always in your content, make sure that you are saying your location in your content too.
Okay. Yeah. Like value.
like oh my god real estate agents like miss oh you have such opportunity because real estate agents don't want to do this type of work and it's but like if you think about like you think that all of the people in selling sunset you think those women are the best real estate agents in LA no but why does everyone go to them because they know them they're the ones that are in their faces all the time you have an opportunity in your city to be in everyone's face all the time.
And so you're going to get all the clients if you do this, like the ecosystem, right? Because a lot of real estate agents, what they're doing is they're just doing the direct response and they're turning on ads and they're like, I only got two leads from this guidebook or this seller's guide or whatever. But what they don't...
think about is they're still competing with all of the other real estate agents in the city but if you're the one that's on like think about this remember back like 10 years ago or 20 years ago because i'm getting old fuck 20 years ago you used to have to spend i was working in tv 20 years ago that's hard to believe um like back in 2002 right the real estate agent that got all the clients was the one that spent the most money on tv commercials billboards bus stops bus wraps all of these things right now you could easily become the go -to real estate agent in your city and actually reach more people than the people that are spending thousands of dollars on billboards with a five dollar ad right and so like all of the the value bombs like especially like what city do you live in it's in venice florida southeast sarasota oh my my parents had a friend uh that lived in venice florida so as a kid we were always in venice I used to go and collect shark teeth because they were oh yeah shark tooth capital of the world yes and so um like if you said something like you look what is the average median house cost in Venice Florida
Uh, 450, 450, 450. Right. And so like, let's say you could do a value bomb, you know, Hey, you know, median house, you know, costs in 450, but what I could show you three properties that are under 400 K that are just one block away from the beach, want the list, drop a line below this video.
Like you can literally have infinite number of value bombs that reach all the different pockets of people, whether you're selling luxury real estate, whether you're selling budget, real estate, beach, real estate, just anything like your infinite, like just, just use value bombs. And that's how you could actually segment.
your leads that are coming in based on value bombs. Okay. Thank you.
Yep. You're very welcome. Number one mistake though, that real estate agents make.
As a matter of fact, when I was looking for my beach house in Biloxi, I had messaged several real estate agents who never freaking got back to me. Real estate agents suck when it comes to social media. So always, always follow up whether you, whether they're ready to buy now.
Like if they ask you for that guide, put down in your notes, hey, they're not looking to buy now, but in six months, and then follow up with them in six months. Because I guarantee you, if you follow up, you're going to get them as a client. That's my one complaint with real estate agents is they suck with follow up and follow through.
Cassandra. All right, quick question. So when you're doing your long -term power content and retargeting, what's the CTA for that one?
Is it for like the value bomb or also like the next step? in the process so say that one more time it was a little muffled say that one more time i put up my voice i shouldn't be able to hear you yeah sorry um so like when you're setting up so retargeting with the longer form content um so like the over the shoulder let's see so what's the cpa for that one whether do you like the value bomb or the next step in the process so it depends okay so do you need more messenger conversations because if you need more messenger conversations because you need more volume Let it be a value bomb.
If, however, you're having enough messenger conversations and you want to send them to book a call, you could say, you know, hey, drop me a line below this video or click the link if you see one and let's schedule a consultation because then you can move that into the ads manager with your application. Got it. It all depends, right?
That was such a great question. how the the cta in the retargeting is going to depend on remember that triangle that i showed you guys a while ago it's all based upon where am i when with volume perfect thank you so much and i'm gonna i was gonna end things there but one of my favorites michelle michelle is really kind to me about what a week a week and a half ago michelle and i really appreciate you for uh reaching out by the way um and so i'm gonna end things with miss michelle Amazing.
Well, I just wanted to share a celebration. So I was in Laurel's Blitz last month. And then it was crazy because I implemented all this.
And seriously, you guys, like, I think in less than a month, right? Last Blitz was, I'm looking at my calendar, on the 11th. Yeah.
And then I actually booked two painful clients. Yeah, from doing a consult. So if you do this, I think my biggest mindset block that I hear a lot of you saying, and I just want to encourage you, is like we keep hearing like 100 messenger conversations and we make it this big thing.
But I honestly am like, while waiting outside in the parking lot. for my daughter's theater I'm like having conversations with people in the DMs like it doesn't have to be like this super like try to organize I think that's where my brain went automatically and then I was like okay you know what I'm just going to like have all these conversations and then um just being able to like do the consults and all that like this process works and I wanted to share that because I actually am getting messages Laurel I'll have to share with you in my DMs like hey I see it's working for you like is this gonna work for me and like Honestly, it's going to work for you.
Just just put in place just like after today. Do that. Like for me, my biggest goal is doing the story.
Yeah, because that's something I need to make sure I have in this ecosystem. Again, since my last one, I I did messenger and this time I want to do the engagement as the as what the objective is. But honestly, like if you put this into place, like, yeah, just just do it.
It's going to be amazing. And we're all rooting for you. And yeah.
Thank you so much. And your checks in the mail. No, I'm kidding.
Um, but no, like one thing, one thing to remember before we go, cause I saw, I see Steven's question in the chat or concern. I'm going to address that here in a little bit, but the main thing that I want you guys to like take away is it just takes time. Like if you guys like i know a lot of you guys weren't here when i first started five years ago it took me legit nine months to get traction to be able to have all of these conversations but to michelle's point she's only been doing this for 30 days and already she's getting messenger conversations think about this she doesn't have to do as many two steps because the volume is coming to her i'm at a point where i don't have to do two steps because volume comes to me and that's where we want to get to a point where It counts if someone reaches out to you in Messenger as a Messenger conversation.
So it's not just the, it's not you having to reach out, it's just 100 Messenger conversations a week. That can count from someone watching a Power Content video and coming to your Messenger and asking you a question like what she said, will this work for me? Right?
And so to address the question, you know, or concern that Stephen says about having his challenge about being able to identify a situation versus a problem, keep doing the exercise until there are no more problems that you can't, because at the end of the day, you're not saying that you're going to solve that specific problem, like how we went down to entrepreneurs being stressed out of the day because they can't acquire clients.
I'm not asking you to solve the problem of can't acquire clients. But using that statement to draw in your ideal clients who are having that situation so that you can bring in your solution. Does that make sense?
We're just trying to get to the problem so that we can pinpoint those ideal clients. Because a lot of you guys are staying too broad and your clients don't know what you're actually going to help them with. But if you're like saying something like, hey.
You know, are you an entrepreneur? You're stressed out about acquiring clients and that's leading to racing thoughts that lead you to lack of sleep. Give me the next four minutes.
You see how I did that? How I walked them through? You know, if you're an entrepreneur who can't get clients that's leading to freaking out, racing thoughts that leave you without sleep and your energy, this video is for you.
Give me the next four minutes. But I'm taking them down that path. You see how much more powerful?
So what do you guys think is more powerful, right? You know, if you said something like, hey, you know, being an entrepreneur and acquiring clients is freaking hard. Most of my clients experience racing thoughts that lead to bad sleep and therefore they have no energy to only do the same thing over again.
That's number one. Or do you have racing thoughts that lead to sleep loss? Which is more, which is more powerful?
Number one, right? Because I brought them through the entire, because your ideal client's going to be like, whoa, Steven gets me. Like he just walked me through my entire day after day after day.
That's how, that's where, that's the level. Like I'm not telling you to solve the problem of them not acquiring clients. I'm telling you to self -identify and have that person say, yep, that's me.
Steven knows me. Steven gets me. Versus everyone else who's just trying to solve the surface issue.
So it's not that you're going to help him solve the problem of acquiring clients. You're just pulling that out so that you have a better understanding of how to create content to bring in those clients. Thank you so much, Laurel.
That's mind -blowing. It's just really a block. Ah, finally.
Makes sense. Thank you. You're very welcome.
And that's why, that's why, that's why we have these calls and you guys ask great questions today. Like everything, everything about this call today was awesome. So any, any, any last slide, Tom?
Yeah. Just one quick question. If I'm on Instagram is my value bomb and I'm getting, I got like 37 likes and one asked for the value bomb, those 37 likes.
Don't do anything with them. Just leave. Okay.
Okay. don't bother people who like y 'all's post they're not asking to be talked to in messenger just because they liked your post that's a guarantee to stop liking your post right right right right just just enjoy the engagement and the likes and smile about it i mean and if they're liking it that's an engagement with the the instagram profile so they're now in the warm stack as long as i have that right yes bada bing bada boom yes yes thank you Yeah, I gotta go guys I've got an appointment in 10 minutes and I need to rest my brain for just minutes before going jumping into this next thing but we're going to be doing another one next month you guys like this are you guys all going to be on the next.
Yes, yes.
We have the same people every time we can actually go deeper on that one script because I know yesterday everyone was like. We could have done three days on just this one power content script. And so the more that we have a collaborative effort, the more that we can really go deep and focus on these one thing.
So yeah, absolutely. Yeah, you guys are very, very welcome. Yeah, if you guys need anything at all, drop it in the Ask Laurel thread.
But if anyone finishes their entire ecosystem, please, please, please post it in the group. Tell everyone that you finished your ecosystem. You've got all your five ads up and running and make sure you're doing the flywheel, all of that fun stuff.
The flywheel guys. I tell my students this all the time. Annette's probably tired of hearing it from me.
Heather's probably tired of hearing it from me, but seriously, every single day you have your assignment, right? One thing every single day until you're getting those hundred messenger conversations. If you're not getting any messenger conversations, you shouldn't be doing anything else except that flywheel.
So you guys have an amazing day. I love you all. I will see you guys in the program.
Have a great week. You're very welcome.
The Hook
The bait, then the rug-pull.
This is Day 3 of a live, invitation-only 'Blitz' recording: Laurel Portié spends nearly two hours drawing the same five-ad content ecosystem on an iPad screen-share while a room of paying students peppers her with budget, KPI, and script questions in real time.
Frameworks
Named ideas worth stealing.
56:04model
The 7-Day Content Flywheel
Day 1: power content video
Day 2: value bomb image ad
Day 3: 60-second reels ad (conversion multiplier)
Day 4: over-the-shoulder video
Day 5: story ad
Day 6-7: check KPIs, kill the weakest, launch a replacement
A five-piece rotation of cold-traffic and retargeting ads that repeats indefinitely; every few days the worst-performing piece gets replaced with a new one rather than edited, so the whole system compounds.
Steal forany service business running small daily ad budgets that needs a structure for what to post or boost each day instead of guessing
1:10:00model
Discovery Call Accelerator (friction ladder)
Value bomb -> Messenger (max volume, no friction)
Power offer -> application (adds qualification friction)
VSL -> booked call (adds the most friction, for already-high call volume)
The same underlying flywheel, but with friction added in stages once conversation volume is already high enough that quality, not quantity, becomes the constraint.
Steal forany direct-response funnel that's getting enough leads but too many unqualified ones
1:31:22concept
Situation-to-problem drill-down
State the situation (e.g., low energy)
Ask what problem causes that situation (bad sleep)
Treat that answer as a new situation and ask again (racing thoughts)
Repeat until you reach a problem, not a situation (client-acquisition stress)
A repeatable questioning technique for turning a vague, top-level complaint into the specific, ladder-of-causation language that makes a hook feel like it was written for one exact person.
Steal forwriting any cold-traffic hook or ad opening line that needs to feel hyper-specific
24:54list
The four-element value-bomb script
Name the target audience and their exact situation
State the tangible thing you're giving away
Say why it works (the mechanism)
Close with urgency and a low-friction ask ('drop a line below this video')
The literal fill-in-the-blank template read on screen for writing a value-bomb reels or post script.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A screen-recorded walkthrough of the exact rule Laurel Portié uses to decide which test ads earn real budget, and how she rebuilds them into a CBO scale campaign without losing their social proof.
A live coaching call where a $5-ad marketer draws out, on an iPad, why cold traffic isn't buying yet, and what has to sit between the ad and the sale to fix it.
A whiteboard walkthrough of the two mistakes that stall DM conversations: bait that's too broad, and pitching before you've diagnosed the real problem.
Laurel Portié scrolls through the actual document she hands her students: a six-phase system built to plug four leaks in a funnel before a single ad dollar gets spent.
02:26
02:46
04:16
05:56
06:53
08:55
10:18
11:40
13:03
14:25
18:33
19:55
21:49
22:40
24:02
26:47
29:40
30:30
31:37
33:04
34:22
35:44
37:13
38:30
40:06
41:17
43:48
44:39
45:25
47:24
49:17
49:37
51:31
52:25
53:49
54:59
57:01
59:46
61:09
62:31
63:53
65:16
66:38
68:01
69:23
70:46
73:31
76:15
77:17
79:54
81:38
82:43
84:28
85:23
86:35
88:37
89:34
92:04
93:32
94:50
96:30
98:41
98:59
100:25
101:52
103:37
105:07
106:29
108:43
14:56
1:07:54
1:08:29
10:37
29:26
09:07