A live consulting session turns one coaching business's real numbers into a step-by-step profile-ads and content system.
Posted
8 months ago
Duration
Format
Interview
educational
Views
11.7K
281 likes
57 · 43
Big Idea
The argument in one line.
A profile-centered content and ad system moves most of the buying decision into free content and creative, so the sales call only needs to confirm a decision the lead already made.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run paid ads for a coaching, consulting, or info-product business and you're stuck choosing a VSL funnel over one built around your own face.
You have real numbers, leads, CPA, close rate, but no system for turning a winning ad into a scaled campaign.
You're an expert with real credibility but a how-to content calendar, and you want to understand why that caps your close rate.
You're about to hire or manage a media buyer and want the vocabulary, ABO, CBO, pixel data, to evaluate their work.
SKIP IF…
You're pre-revenue or pre-offer. This is about scaling an ad budget on a funnel that already converts, not building one from scratch.
You're looking for organic-only growth tactics; half of this video assumes you already have a Meta ad account and a real budget.
TL;DR
The full version, fast.
A music-production coaching business pulling $409K in six-month profit sits down with a performance-marketing agency to fix three bottlenecks: disorganized sales tracking, fear of scaling ad spend, and a content strategy built on tutorials instead of personal credibility. The agency teaches a two-phase ad sequence: run an ABO campaign across several ad sets at equal spend for four days to find the winning creative by its post ID, then duplicate that ID into one CBO campaign and let Facebook's algorithm scale the proven winner. On the content side, the fix is the 'profile funnel', stories and content built around the founder's face and story, not generic how-tos, because people buy a person's credibility, not information anyone can type into YouTube.
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Nik Setting introduces the session: a live consult with Andre, whose music-production coaching business is already profitable, to find what's capping its growth.
01:47 – 02:57
02 · Andre's three bottlenecks
Andre lays out the problems: disorganized sales tracking spread across platforms, a media-buyer relationship he doesn't trust, and a financing gap for clients who can't pay upfront.
02:57 – 04:13
03 · Who Andre actually serves
Andre breaks his audience into three avatars by skill level and walks through the specific pain points, generic presets, no structure, no personalized feedback, that keep them stuck.
04:13 – 06:20
04 · The transformation and the 12-month mechanism
Andre explains the 12-month program mechanism behind his offer, plus the eight-year-old private mastermind he's never marketed, a hidden content asset.
06:20 – 08:27
05 · The offer stack: $4K to $12K
The pricing ladder gets mapped: a $4K one-year tier, a $6K two-year tier, and a new $12K mastermind add-on, plus the low-ticket 'free slice of pizza' entry offer.
08:27 – 09:42
06 · How clients come in now
Andre's client base runs almost entirely on organic (45,000 YouTube subscribers) with paid Meta ads only added in the last year at a modest $7,500/month budget.
09:42 – 10:15
07 · Six months of sales data
The real numbers get put on the table: 3,047 leads, 760 sales calls, 94 clients enrolled, and $103,000 in average monthly revenue across 160 active members.
10:15 – 12:40
08 · The ad numbers and the fear of scaling
At a 66% margin and a 10x return on ad spend, the agency makes the case that Andre's hesitation to scale his budget is costing him money, not protecting him.
12:40 – 21:10
09 · Whiteboarding the ad sequence: ABO to CBO
Nik draws out the full ad-testing system on a whiteboard: an ABO campaign to find the winning creative by post ID, then a CBO campaign that lets Facebook scale the proven winner, plus how sending real conversion data back to the platform improves lead quality.
21:10 – 24:54
10 · What 'profile' means and why a how-to can't convert
The team defines the 'profile funnel': content and ads built around a specific person's face and story, because a how-to can be replicated by anyone but a person's credibility can't.
24:54 – 29:15
11 · The three-part story sequence that builds trust
The content framework gets laid out: value, education, then transformation, in that order, so stories nurture an audience toward a sale instead of trying to close it outright.
29:15 – 30:59
12 · Tracking discipline
The conversation turns to tracking: knowing what to track, tracking with intention tied to a decision, and staying aware of why metrics like cash-per-call-booked actually matter.
30:59 – 33:46
13 · The funnel math close
Nik walks through a full funnel-math example, from ad spend down to profile visits, followers, conversations, and booked calls, closing with the cost-per-call benchmark range clients hit once the system runs.
Atomic Insights
Lines worth screenshotting.
A 10x return on ad spend means you should increase budget immediately, not keep testing out of fear the ads 'aren't good enough.'
Run an ABO campaign across 3-5 ad sets at equal daily spend for four days before touching budget; the data, not instinct, picks the winning creative.
Once a creative wins in testing, duplicate its exact post ID into a single CBO ad set so Facebook's algorithm inherits the post's engagement history instead of starting cold.
A low cost-per-lead can still be a bad ad: lifestyle-heavy creative pulls cheap, low-intent leads that tank close rate even while CPA looks great.
Sending real closed-deal data back to the ad platform teaches it to find more buyers like the ones who already paid, not just more cheap clicks.
A 'profile funnel' built on the founder's face and story converts better than a VSL funnel because people buy credibility, not information anyone can type into YouTube.
Story sequences that nurture an audience follow three steps in order: value first, education second, transformation last, because transformation only lands once credibility exists.
Stories don't convert people. Stories nurture people. Converting is the sales call; nurturing is everything that gets a lead ready to show up to it.
When most of the buying decision happens in content instead of on the call, close rates can reach 70-75 percent because the lead already trusts the brand.
A client doing $600K+ in six-month profit was still running ads with no tracking system, proof that revenue alone doesn't force operational discipline.
Tracking has three layers: know what's relevant to track, track with clear intention about what decision it informs, and stay aware of why each metric matters.
A cost-per-call between $40 and $120 is the benchmark range for a working profile funnel at the $500K-to-$1M-a-month client level.
Takeaway
People Buy You, Not Your How-To Content
WHAT TO LEARN
A real consulting session shows that scaling ad spend and getting prospects to trust you before the sales call come down to the same thing: building everything around your own credibility, not generic information.
02Andre's three bottlenecks
A business can cross $600K in six-month profit and still run entirely on organic growth, with its ad spend, sales tracking, and financing all unaddressed.
Relying on a media buyer who 'launches ads' instead of one who understands marketing strategy is a common and expensive mistake; the two roles aren't interchangeable.
Disorganized sales data spread across multiple platforms blocks a business from building a repeatable sales process, no matter how good the close rate already is.
03Who Andre actually serves
Segmenting an audience by skill stage, beginner, intermediate, advanced, reveals where the real client volume sits and where financing becomes the limiting factor.
For many buyers the real driver isn't money, it's status and identity; selling only the financial outcome misses what actually motivates the purchase.
The pain points that matter most are specific, generic presets, no structure, no personalized feedback, not vague complaints like 'wanting to get better.'
04The transformation and the 12-month mechanism
A long-term mechanism (12 months, weekly live sessions, one-on-one plus group) can coexist with multiple price tiers built from the same core delivery.
A high-ticket mastermind run privately for eight years without ever being marketed is still a marketing asset; recordings of it can become long-form content.
A program's core offer and its in-person retreat version can be the same mechanism sold two different ways, each with its own content story.
05The offer stack: $4K to $12K
Pricing two versions of the same mechanism differently by duration, one year vs. two years, can outperform a single flat price, because the gap feels like a no-brainer discount.
A paid-in-full rate under 5% is common when a business serves financially-stretched buyers; the fix is a payment-plan conversation, not a price cut.
A true low-ticket offer should function like a free sample: cheap enough to say yes to immediately, structured to prove the result before asking for the big purchase.
06How clients come in now
A channel with 45,000 organic subscribers is an underused acquisition asset if paid ads were only added as an afterthought a year ago.
Warm outbound, people who opted in but never booked or missed a call, is a distinct and often-neglected lead source from cold outbound.
07Six months of sales data
Tracking total leads, sales calls booked, and clients enrolled as three separate numbers exposes exactly where a funnel leaks, instead of one blended conversion rate.
A 160-member active client base generating roughly $103K in average monthly revenue is a concrete benchmark for judging whether a funnel's math actually works.
08The ad numbers and the fear of scaling
A 10x return on ad spend is a signal to increase budget immediately; fear that 'the ads aren't good enough' isn't a reason to stay small once the math works.
At a 66% margin and a $500 cost per acquisition on a $5K ticket, the unit economics can justify a much bigger budget than instinct suggests.
Ad funnels and organic funnels aren't separate; a prospect who sees your Instagram or YouTube before converting on an ad is still part of the same system.
09Whiteboarding the ad sequence: ABO to CBO
Testing belongs in an ABO campaign, several ad sets at equal daily spend, run for four full days minimum, so creative performance is judged on clean, comparable data.
A winning creative's post ID carries its engagement history; duplicating that exact ID into the next campaign instead of starting fresh keeps the proof intact.
Once a winner is found, a CBO campaign lets the ad platform's algorithm allocate spend, rather than the advertiser guessing which audience segment to fund.
A low cost-per-lead is not the same as a good lead; creative built on lifestyle content attracts cheap, low-quality traffic that a cost metric alone won't catch.
10What 'profile' means and why a how-to can't convert
Anyone can publish a how-to; nobody can replicate a specific person's story, voice, and credibility, which is the actual thing that drives a purchase decision.
A content calendar built only on tutorials and memes trains an audience to consume information for free, not to trust a specific person enough to pay them.
A business doesn't have to be founder-led to run a profile funnel; the founder can appear periodically while content still centers personal story over generic education.
11The three-part story sequence that builds trust
Content that builds trust follows an order: value first to earn attention, education second once some authority exists, transformation last once credibility is established.
Stories don't convert an audience, they nurture it; conversion is the sales call itself, and conflating the two leads to judging content by the wrong metric.
When a brand's ad, content, and sales process all reference the same story and person, close rates can climb into the 70s because nothing in the pitch is a surprise.
12Tracking discipline
Effective tracking has three layers: know what's actually relevant to track, track it with a specific decision in mind, and stay aware of why each number matters.
A metric like 'cash per call booked' turns an abstract sales process into an hourly rate a closer can see and improve, which changes behavior faster than a general pep talk.
13The funnel math close
A profile funnel's benchmark cost per booked call sits between $40 and $120 for businesses doing $500K to $1M a month; numbers far outside that range flag a broken step.
Mapping ad spend all the way through to profile visits, followers, conversations, and booked calls turns a vague growth goal into a model that shows exactly where volume is lost.
Glossary
Terms worth knowing.
ABO (Ad Set Budget Optimization)
A Meta ad structure where the advertiser manually sets the daily spend for each individual ad set, used to test multiple creatives at equal budget.
CBO (Campaign Budget Optimization)
A Meta ad structure where Facebook's algorithm automatically allocates one campaign-level budget across ad sets based on performance.
CPA (Cost Per Acquisition)
The total ad spend divided by the number of paying customers it produced; used to judge whether an ad is actually profitable, not just cheap.
CPL (Cost Per Lead)
The ad spend divided by the number of leads generated; a low CPL can mask poor-quality leads that never convert.
ROAS (Return on Ad Spend)
Revenue generated for every dollar spent on ads, expressed as a multiple; a 10x ROAS means $10 back for every $1 spent.
Pixel
A tracking snippet on a website or landing page that reports visitor and conversion data back to Facebook so its algorithm can find similar buyers.
Post ID
The unique identifier for a specific published ad creative; duplicating it into a new campaign preserves that post's existing engagement and comments.
PIF rate (Paid-in-Full rate)
The percentage of customers who pay the entire price upfront instead of choosing a payment plan.
Profile funnel
A content and ad strategy built around the founder's personal Instagram or social profile instead of a landing page, so paid traffic lands on a person, not a pitch.
VSL (Video Sales Letter)
A pre-recorded, scripted sales video used as a landing page to pitch an offer before a prospect books a call.
Resources
Things they pointed at.
06:07channelSam Ovens' old whiteboard videos
02:09toolAffirm (buy-now-pay-later financing)
Quotables
Lines you could clip.
12:07
“If you guys look at the numbers, it's like a 10X ROAS. Any business I've ever worked with, if you see a 10X ROAS, you increase the budget.”
blunt, data-backed permission to spend more, no hedging→ IG reel cold open↗ Tweet quote
18:06
“When they do that, generally their CPA will rise, but their cost per acquisition dramatically lowers.”
counterintuitive one-liner that reframes what 'good' ad metrics mean→ TikTok hook↗ Tweet quote
18:18
“The data that you send back to Facebook is so important. If you send bad data back, Facebook is going to go find more people that are just like that.”
turns an abstract tracking tip into a vivid consequence→ newsletter pull-quote↗ Tweet quote
21:45
“Everybody can create a how-to. Nobody can replicate you.”
tight, quotable thesis for the whole content argument→ IG reel cold open↗ Tweet quote
short, punchy, reframes what content is actually for→ TikTok hook↗ Tweet quote
33:20
“The beauty about the profile funnel is you can have a cost per call anywhere between 40 bucks up to 120 bucks max.”
concrete benchmark number viewers can test their own funnel against→ newsletter pull-quote↗ Tweet quote
The Script
Word for word.
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metaphoranalogy
This is Andre. He runs a consulting business in the music production industry. And my name is Nick Setting, founder of Grow Acquisition, where we help experts build and scale their knowledge into scalable info products.
And today, Andre will be explaining his business problems to me, my COO, and my CMO. And we're going to help him set the foundation for a million -dollar month. He has a skill set.
He has clients. Now it's time to become an industry leader, making an actual change. tell us about your current situation we have a personalized mentorship and education system for electronic music producers who want to release professional tracks in their own style our six months revenue is 619 000 and our six months net profit is 409 000 usd with a 66 margin very solid so our current problems is sales tracking advertising and financing for clients in the sales tracking our data it's unorganized across multiple platforms we need to consolidate it together and we need a simplified solution and an sop for our closer to be able to help us and for advertising currently we're relying on media buyers and instead of doing it ourselves there's a lot of money as well how much do you pay your media buyers if i might ask that's one of the problems our media buyers cheat Good to find some somebody else and I think it's good to talk about how we can optimize the ad sequence to be able To create that scale and a good media buyer so valuable.
I cannot even explain like there's two types of media buyers mass There's one that launches ads you give them ads and they launch them Another one is kind of more of a marketer that knows the media buying and that's who you want Yeah, what we've been thinking is we just want it like Advertising is the one thing in my business that I haven't taken responsibility for.
And we've been purely organic this whole time. We've crossed over seven figures in cash collected, purely organic. And advertising has been the last thing that we've done.
How long have you been doing ads so far? About a year. Yeah, so we're unclear on the specific ads to create in terms of colds and retargeting.
As I said, advertising is new to me. So the problem is we're based in EU and we're based in Portugal. And when it comes to like in U .S., there's solutions like Affirm, I think in UK as well and whatnot.
The way it works doesn't really sit so well with our clients because we have like a broke niche. There's like the struggling music producer. So our primary avatars are aspiring electronic music producers who want to take their music to a professional level.
So these are beginners who are interested in getting started, basically. And we have intermediate producers who are struggling to finish and release consistent original tracks. So people who have already started but just want to...
you know take it to the next level and then finally we also deal with advanced producers who want to break through the scene sign on pro labels and tour the globe so people who are already with well within the industry like they you know they know they have music already they know what they're doing difficult question but what would you say is the split is it like 33 all three of them or what is the majority of your clients most of them are the beginners then they trickle into the intermediate and less with the advanced and we're in the process of helping people push all the way down and through.
Exactly. Because obviously you need a financing because there are a lot of aspiring people, right? That don't have the capital to invest up front, which that relates to not having a lot of advanced clients in the first place.
So that makes sense. In terms of pain points, struggle to finish full release ready tracks, constantly stuck in loops. They rely heavily on presets, packs or templates and everything sounds generic.
They lack structure or workflows. Progress feels random and inconsistent. and they're overwhelmed by conflicting tutorials and advice without personalized feedback so this is something that for music producers in general like having real feedback not just from friends and family but like you know constructive feedback is very uh it's very important for them and that's something that we provide so the transformation that we offer is we help aspiring electronic music producers become professional artists with unique sound a professional workflow our mechanism is our 12 -month framework that combines one -on -one with professional artists also we do five weekly live workshops it's the group delivery model is one -on -one coaching group coaching and self -paced course and we have a mastermind as well as an upsell or is it just individually included in the main program we have a low ticket we have a mid ticket we have the high ticket and then we have the master i see fantastic got it full funnel would you say your your end goal or the outcome that they're looking for is that related with money because the question i have is do these music producers do they want to become famous or is it mainly like the money aspect i want to really build a career and make money out of it yeah that's a good question and i would say it's not the money money is not what drives these people this is more of passion it's a dream if the money comes cool it comes but they
more of the status i see massive pain points that we can tackle there on a personal level to these people as well when you when you have these personal pain points in your content whether with our offer it's about money you guys are here to make money we're all here to make money right now so like that's what we're gonna do you see what i mean so it is a different outcome if that makes sense yeah we have a one -on -one coaching and a group coaching that's our mentorship uh our annual it's uh 4 000 usd price point and for two years this is what we mainly sell It's 6 ,000 USD where we've actually created a new one where we include the mastermind.
And we actually have a 12K USD offer now. Talk percentages, I'm curious, based on the people that come in. The combined one is new.
And it seems like everyone's more interested in that one. Really? The in -person thing, actually being able to be with the artists.
And also because we wrote mastermind, but it's more of like a retreat. It's like a one week. And I see greater content opportunities there as well.
It's going to be the eighth year in a row we're doing the mastermind. It's always sold out. I've never marketed it.
It's always been sold out through Ascension. All these years that you've done that, have you leveraged this in long -form content? No.
The mastermind has always been kind of like a secret. Only people inside know that it exists, basically. But the mastermind can be a marketing asset also for the core offer, right?
Because it brings visibility for your ICP. Good thing I have eight years of recordings. There you go.
We can still leverage it. That's amazing. You know how Sam Ovens released his old school, you know, like whiteboard type of videos, two hours long that everybody loves to watch.
That's exactly you in your B2C niche. So with the core offer, you said a lot of people go for the two years 6K, right? What made you guys choose for 4K one year and 6K two years?
Because in general, it's quite a long period for a program. The only difference between that is basically additional one -on -one sessions with the coaches. Otherwise, everything is the same.
Everything else is the same. The first offer. was a 12 -week program.
I tried a six -week program. I tried an eight -week program. Let me tell you, man, you are not going to teach someone how to become a professional music producer in six weeks.
It's not possible. In 12 weeks. No, I actually think that the four and the six is very attractive pricing.
Because if you look at that... you let's say you have the 6k it's a no -brainer dude right like we are at the limits in our space i'll tell you that one of our clients he was charging four thousand dollars and he never believed ever and he's one of the top that he could charge ten thousand dollars um for that specific done with you offer now they have done for you offers that they sell for 65 000 up front so when you really gain that credibility you become the biggest person ever not only from a perspective of just scale clients and amounts and volume but also credibility status brand what is your current paid in full rate dude it's low yeah it's like it really just depends on the person because like i said we're selling struggling musicians yeah two percent what maybe two percent oh wow wow that is very low so yeah most clients what is the payment plan they choose kind of just figure out like look so what can now that you know the ticket what are you putting down here today and how can we split the rest so uh yeah for our additional offers we have a low ticket it's like the free slice of pizza we give you a free slice you taste it you're like
This is the best pizza I ever had in my life. Let me get the whole pie. Let me walk in, right?
Our low ticket offer, it's our first very basic showing them how to do the thing. It's an easy win for them. Yeah, it's that first easy quick win.
And then that's where we have the mid ticket, which it's a self -paced course. So this is kind of like the DIY. I'll call it the A to Z.
We show you from the beginning to end how to do the thing. And then we have... Group Mastermind 101.
Yeah, clear. So we get clients primarily through organic. Historically, like since we started, it's always been organic.
We only started with paid ads recently, like was mentioned. And it's July of last year is when we started. Yeah, I think so.
Yeah, we have 45 ,000 subscribers on YouTube. That's a goldmine, YouTube, for you guys. Yeah, and right now our paid ads are only on Meta.
And our monthly budget is $7 ,500 USD. So this is how many clients we help a month. Our average month for inbound is around 600 leads.
And we're getting around 170 booked calls. Average outbound, we don't have concrete data enough to provide you. But we are starting to do outbound now.
It's not cold. It's warm. It's people who have opted in.
And they either didn't book a call or they missed a call. And we need to get them back in. Back in the ecosystem.
Yeah. Our active... high ticket clients we have 160 members sales data for the last six months so our total leads are 3047 total sales calls 760.
we've enrolled 94 clients and our average monthly revenue is 103 000 usd let's break a couple things down when you say total leads what does that mean people that booked in a sales call opted in opted in opted in okay so how do they opt in how does the funnel work like exactly so either organic or cold they point to the same vsl first they opt in then they get hit with the vsl who does the sales you said you have closers how many clothes do you have and how does that operate i used to do all the sales um we've tried so many solutions to get other closer on board we've tried this that and the other thing we've burned so much cash so much time our clients smell sales people and it repels them so our ads and funnel performance total ad spend uh 45 000 usd plus our cpl is 34 usd total leads is 1020 and deals close is 83 and this is from meta specifically just got it so majority of the deals clothes are coming from ads right now wow but you have such a strong brand
Yeah, and we're trying to scale it, you know? So, yeah. You have no clarity on how to scale up the ads.
Maybe there are problems that we could find in organic to make it more scalable. And as well as you have to understand, an ad funnel and an organic funnel go hand in hand. Even though it's VSL and not, let's say, profile ads, people will see the Instagram, people will see the YouTube, and you should relate all these topics and all these assets within the ad funnel to make it as profitable as possible.
Another question. Whenever you book a sales call, do you send people a pre -call asset where you explain them things about the offer, their situation, and things like that? How does that work?
Yeah, so when people book a call, they get in the flow. and also they get sent uh we have a landing page with another vsl and other videos like faqs but they're kind of just like pre -handling objections what is holding you back from spending more money i didn't learn ads yet yeah i think there's a lot of resistance between us and our ad buyer honestly you guys have a 66 margin let's say your average ticket is what five and a half 5k so you're bringing home Let's say at least $2 ,500.
You're spending $500 for a CPA. So you're taking 2K home. 66%.
Based on this, there shouldn't even be a discussion in my eyes that you guys should just raise your budgets. You know what I mean? One of the fears we have is that the ads that we're running are not good.
And we don't want to scale bad ads, basically. I see. So why do you feel like your ads are not good?
Because I know we can do so much better. And if you've seen our ads, if we showed you our... our meta ad library i'm sure you would agree our advertising we're just now starting to get into this um and what i mean by that is i'm now starting to take responsibility for it yeah no i mean it's it's fair enough and you should 100 because obviously this is a successful channel but If you guys look at the numbers, once again, it's like a 10X ROAS.
Any business that I've ever worked with, that they've ever worked with, if you see a 10X ROAS, you increase the budget. I understand that you guys have fear around the ads. I mean, I personally manage over $100 million in ad spend.
20 % per day is the max, generally, especially with how much you guys are spending. And so I'd be very curious to see how far you guys can get until that CPA starts to rise. But it would be stupid if you don't.
All right. A couple of things we need to talk about. The first one is ads.
We'll divide this into two different things. So the first thing is called top of the phone. And then the second one I want to talk about is retargeting.
Scripting is very important because you have good creatives, right? You think you can let them perform a lot better than they currently do. And we think we have to make a lot of re -optimizations in the copy, as well as the visual, the design to make it perform better.
And the last one is tracking. So what I'm going to do is I'm going to walk you through the sequence of how I think you should approach this system. We have a couple of different steps here.
So you have two different campaigns that we can run. First of all, we have an ABO campaign. And then the second thing is a CBO campaign.
Facebook decides where to spend the money with a CBO campaign, right? With an ABO campaign, probably what you're running right now, you technically manually choose where you allocate the spend towards. So as an example, let's say we want to run the profile funnel.
ABO campaign simply means what we're going to do is we're going to run a new campaign. This is a new campaign and we divide this into multiple ad sets. So as an example, we have three different ad sets.
Technically focused on broad could be focused on specific interests. So let's say one will be broad. One could be one specific interest.
What we do is we give all these specific ad sets one specific. spent meaning we could spend 50 bucks per day on all of these when we have this running we attach creatives to it so we can see exactly based on the amount of money that we spend which creative works the best and what happens now is because all the spend is equal then we'll figure out the exact proportion which we know okay cool we spent 50 here 50 here 50 here we can see exactly what the winner of the creative is that it's gonna be like.
After we're gonna go into scripting and how we should create the visual of the creative so you have more clarity on that. Let's say we have 10 creative launched. When we spend, let's say, $50 on an individual ad set, we have five ad set running, we have, let's say, five creatives or we add multiple creatives to that, we can see exactly which creative is performing well.
So we utilize the ABO campaign purely for testing. We purely use this only for testing. Normally, this is a four -day sequence.
So we have four days in which we test this whole process before we make any other changes. After four days, we can either increase spend or change certain things. Because when you've spent $200 on a certain campaign in four days, we can already clearly see based on the data, the Facebook dashboard, which creative is the best.
When that happens, we technically take the post ID from the creative that is working extremely well. So the top creative will take the post ID. You have a file, you save the post ID.
Well, the post ID means it's technically... Like the link on the Slug. Exactly.
You also have a pixel, right? Yeah, of course. Pixel, right?
See, the pixel optimizes and gathers all the information. It's like a memory. So it knows exactly where to spend towards.
Now, after we run the ABO campaign for four to eight days, for us to see exactly what's working, we are going to run a CBO campaign. And this is where the money is made. Because what you're currently doing is you're probably running an ABO campaign.
And then as said, as we described already, we need to increase ad spend anyway. So how a CBO campaign works is we run one specific campaign to one ad set. This ad set has spent, which could, let's say, be $250 a day.
So it has all the spent included in one specific ad set. And this ad set is focused on broad. So instead of us focusing on an interest and on one specific market, we're gonna let Facebook decide who we're gonna target.
And because we can make optimizations in the funnel, we can see exactly which lead is qualified that comes through the door and which ones we don't want as an opt -in. Facebook constantly memorizes the quality of leads that are coming in. So now, Because we have this top creative, we can duplicate the post ID to the new creative.
So it memorizes all the flow that the engagement and everything like that. So immediately when we will start running ads, it will create the most amount of profitability on this campaign. And even though you don't run an ABO campaign anymore, you run a CBO campaign.
Facebook now decides, okay, cool. We're going to allocate $250 of spend to this creative. And zero to Ds.
Right. This is so powerful because two things. There's a lot of people who think they're smarter than meta.
You're not. Nobody is. They have all of the data in the entire world.
Generally, now, in a few hours, it can tell whether an ad is a winner or not. When you set up a campaign structure like this, you're going to find winners very obviously. So let's say you have five ads on each of these ad sets.
You'll generally see that one of them is performing very well based on CPA. It could be the lowest, all these different things. In your case, because people generally aren't buying on the back end, you also have to be conscious about quality.
right just because you have a low cpa does not mean it's a good ad that's actually one of our problems as well as you said right like we don't have to best performing ad right now. Meaning if we make better ads, better creators and better copy and better visual.
We work with a ton of creators who run ads in a very similar format. A lot of them come to us and they say, Hey, I'm running these ads. The quality is horrible.
Okay. My cost per lead is very, very cheap. And so we look at their creatives and we find out that a majority of their creatives are completely lifestyle based.
What we'll see is, Hey, you need to focus more on your specific niche and focus on business. It's that simple. When they do that, generally their CPA will rise, but their cost per acquisition, it dramatically lowers.
It's very simple. It saves time for the closers. It just helps the funnel overall.
This is the most important part. The data that you send back to Facebook is so important. I can't reiterate it on this enough.
If you send bad data back, Facebook is going to go find more people that are just like that. Do you mean like lookalike, whether it's an inclusion or exclusion? Even with the creative, when you give Facebook only lifestyle format, how do you ever think it will produce a quality lead?
If you make 10 different creatives and all these creatives are around lifestyle, right? Facebook can never grasp the right data for you to attract the right leads. Well, in our situation, we don't do any lifestyle.
Yes, correct. Correct. Yeah, I'm just talking broad.
So I'll explain to you the data that's getting sent back. So the first thing that you should do is talk to your media buyer, get the actual leads that have closed and send them back to Facebook. You can manually send them back and say, hey, these are conversions.
That's the most important thing because they'll find more people like this. The other thing that you can do, you said you're not actually asking questions in your funnel at all, correct? Our landing page has an opt -in.
Yes. And we have... We don't try to create too much friction because we've tested different levels of friction.
And we're in the sweet spot right now. So we do have some questions. One of the main questions is we ask them, hey, are you this type of person for this thing?
One of the problems we were having is we were attracting people from other subsets of the music industry that are completely unrelated. And then we learned with our messaging that we were kind of speaking the wrong message that was kind of bringing everyone in. It's too broad.
So, so we've tightened up our messaging a bit. And also we do have that one qualifying question in the opt -in that says like, Hey, are you this type of person? Yeah.
So 100%. And if you ever find that quality of lead is bad, it means that you don't have enough friction, meaning you're not asking the right questions or you're sending the wrong data back to Facebook. Exactly.
And they generally tie together. One other thing about this, this works so well because you find the winner here. Okay.
you're not spending a big budget at all. And then you're scaling the winners to another campaign. So you're extremely confident based on data that each one of these ads that's in the CBO is a winner.
So you can feel very, very, very, very confident to scale that aggressively. You know what I mean? That's the whole point of this.
That is why the whole profile funnel is way more beneficial than VSL funnel because most people that utilize the VSL funnel, they need to spend so much money to test every single day. They spend so much money, they don't figure out a way to make it profitable. And then obviously, as you said, you have a lot of problems with the messaging.
You got to adapt it. But you know what? Like, that's chill.
You can sit down and record another creative, but you cannot just spend another $100 just to test every single day, multiple times on multiple creatives. Now, what does the word profile entail? A profile is, I see this avatar.
It's an avatar, a person. You can see it as a person because you get onto a profile and you'll relate with that profile or you don't. The questions we get to ask ourselves of why you relate with that profile is based on how you speak, based on what you show and based on what people hear, things like that.
You see what I mean? So you have to understand that right now, let's say you're making loads of content and the only thing that this content is about is about, let's say a lot of memes, how to. Education.
any other data points of maybe a new workflows or education. What is the whole goal of our profile? The goal of our profile is to make sure that customers that we attract through the profile funnel that me and Aaron just explained, people pay us, right?
That's the whole goal. Do you think that through content like this or how -tos mainly, people will relate with content or will they relate with you? Because the whole goal of why people would ultimately make a purchase to pay you instead of your competitors is because of you.
That's not because of somebody else. That's not because of a how -to. Because everybody can create a how -to.
Exactly. Nobody can replicate you. So the main thing that we need to work on is personalization in who you are, what you do, what your values are.
So we can express that to the market. So every single person, just like they're watching right now, can feel, okay, listen, I relate with this topic or not. Like people are watching this video right now because they relate with what we're talking about.
People that won't, they would have already clicked off. The only way to do this is to do three things, right? We want to make stories, reels, and long -form content that all relate with who you are as a person and your values.
People don't buy into a new mechanism. People don't buy into specific educational content about topics that you can talk about. People don't buy memes.
People talk and mainly buy because of your expertise, your story, and your credibility. How would we do that? Because my brand, it's not...
of hounder led brand we do have multiple faces from the education and the how -to because i have multiple coaches delivering the service i think that there's there's a few things that you can do so what nick said is 100 true but at the end of the day the mechanism stays the same we can still send traffic down a profile you can still set up the conversion the same way so that it's more of a funnel yeah rather than just a how -to profile, right?
Exactly. 100%. Exactly.
And that's kind of what we teach, right? How to make this a funnel so that you can run it alongside your VSL so that you can use this as your main acquisition funnel. That's the whole thing.
And it doesn't need to be founder -led. What I was thinking in this situation on how to leverage the profile funnel for us would be not make it founder -led, but I could appear sometimes. And I felt that primarily we need to make content that's like...
Who we are, what we do, how we do it, who we do it for. And I want to see a million testimonials everywhere. I think that story sequences are going to be such a big thing because I bet there's a lot of people that watch your content that just consume it and they don't even know, honestly, that you sell anything.
100 % of it. And so it's just, you're taking the low hanging fruit when you're doing this. 100%.
In my opinion, people convert. Again, not because of the how -to tricks, because they can just type on YouTube how -to. That's not the value here.
The value is in you. So we need to bring that across. So you have a profile and you have a specific bio where you write who you help and how you help them for them to be able to ultimately get drawn to a CDA.
So you can get an AI setter, which you already have engaged into the DMs. Then the second thing we need to do is we have profile highlights, right? These profile highlights explain our personal story.
So every single time a new person comes on our profile, from the ads that we have explained, they can relate with a certain story type. Let me ask you this.
If you see a YouTube video, let's say you see a YouTube video, how to or how I? YouTube's how to. Right?
It's how to is explaining a topic about how you could create something, but everybody could make an how to. Everybody can create an how I. The only problem is how strong is the actual story behind the video?
Got it. People rather click on that because you leverage your credibility. You leverage your expertise.
And that is exactly what we need to bring out. And that's what we can do in these highlights. There is a difference between somebody with expertise and being a good coach.
Every single person that thinks they have expertise thinks they are a good coach. But that is bullshit. Because the ability of you being a good coach goes hand in hand with understanding how good you are at communicating your value to other people.
So even though you have a lot of value, That does not mean you can communicate that towards other people. And that's not what you're doing right now.
Right now you have a lot of value, but you haven't learned yet to communicate that to a lot of other people, to expose your expertise for them to think. So when it comes down to story sequences specifically, there's a format, right? And there's a three -step process with story sequences.
The first step about story sequences, we can provide value to our audience. That's the most important thing. The second thing is education.
The only way education becomes valuable is if you're an authority. You are an authority, but people don't think you're that yet because you don't have the brand. And then the last one is transformational.
And the reason why transformation was important is to gain that credibility for us to make the educational topics very valid. When we built a profile funnel, we get loads and loads of people through the door on the top here. All these people will go through the middle of the funnel where they see your stories, they see your reels, and they see your YouTube videos.
When they see these things, they'll be converted at the bottom line. Now, stories don't convert people. Stories nurture people.
And there is a clear difference between nurturing and converting. Converting is making them the step to put down their credit card and pay. Nurturing is the step of helping them get to the point where they put their credit card down and pay.
Exactly. When we run story sequences, as Aaron just described as well, the most important thing that we need to do is we need to bring clarity into what the framework should look like. As I showed you these three examples, we have educational, we have value and transformational.
So what we can do is we can build a testimonial around how we have helped. one of our students become a profitable music producer to be able to follow his route, things like that. You see what I mean?
And when we have that asset, that idea, this is the most important thing because the biggest, one of the biggest questions I get all the time is like, how can I get content ideas? Now, when you have this topic, you can now distribute this into a short -form topic. You can now distribute this into a testimonial.
You see what I mean? You can distribute this into a long -form content piece. When we talked about the profile funnel, when we're gonna run the profile funnel, when are we gonna bring in your story?
We for sure need to run, creatives that relate with who you are. So you need to show your face in the creatives because that will be relatable for people to click on the profile and be like, oh, that's the same guy.
How can we set this up? Because I want to set myself up for a potential exit. Oh, easy.
Two simple options. You either do you or you hire somebody to be your front face. But I can tell you right now, the profile funnel works because a lot of topics relate to each other.
It's like an ecosystem, right? It's everything here is connected to each other. You see what I mean?
It's an ecosystem. So it all rolls into each other. And I think it's very important that every single process syncs.
So as an example, we have an ad running. This ad is my face, is Nick. And guess what happens?
Then ultimately, they get into my content. What do they see? They see Nick, right?
And then ultimately, Herman gets on a sales call. But the sales process is super relatable to the content that we produce, which is why our closing rate is... 75, 70, 75%.
Because everything is perfectly synced. Everything is perfectly in line with each other. You can explain more about the sales process.
Explain our sales process and how we implement it for clients. Well, I would say that 80 % is already done through the marketing, through the profile funnel and everything regarding to positioning and messaging. The other 20 % is more so...
making sure that the last questions they have bring them that additional confidence that this is the solution for them. Probably the same thing what you have right now with your closer. He understands the language.
He answers the last couple of questions and he's able to convert. Correct. The only reason why this sales process works super, super effective is because not only cost per acquisition will be a lot lower, your total upfront charge will be a lot higher.
Your average customer retention will be a lot higher. Because people maintain you attract better quality clients and stuff like that. So you constantly have a higher PIF rate.
You have a healthier cycle within the whole sales framework and the whole sales cycle to be able to attract a lot of better customers that we have. Because the top of the funnel goes hand in hand with the middle of the funnel. And that goes hand in hand with the bottom of the funnel.
That's the only reason why everything flows super well within our ecosystem that we've built for ourselves. Why we make millions of dollars in our clients as well. If you would implement everything.
regarding to acquisition you're going to get way more leads in and then tracking becomes more important i think you mentioned one of those things is one of the bottlenecks i think there's three things that we need to do with tracking one is knowing everything that is relevant for tracking you want to track everything that's relevant that's the first thing and the second thing track with intention because for example the things you do track right now How much are we actually looking at that and basing decisions on that?
Let's say you have a show up rate problem, right? So do we actually look at the funnel? Do we actually look like what the closer does to make sure that they show up?
What day do they remind them? Do they remind them 24 hours before? Do we use email to make sure that they show up?
Do we bring them value before? So really track with intention. And I think the third thing is awareness on the importance.
So let me give you an example. Let's say you start to track cash per call booked in. If you divide.
trash cash per call booked in by 10 let's say you close the commission is 10 you basically can go to your closer hey your your uh your hourly rate is basically 80 if cash per call booked is 800. i can make sure that i can double this but for me to make sure your hourly rate doubles i need to know what's going on So I only need you to spend 20 minutes a day filling this sheet in and I can make sure that I know what to do to make sure you get more quality in your calendar.
The biggest value of a closer is not being able to close deals. It's the ability to understand what happens around the closing process. So as an example, doing the follow -up process is very important, right?
Doing the pre -call process is very important. Having the ability to understand how to track everything correctly. Having the ability to understand how to...
Improve the sales continuously. Watching back your own sales calls. And I think we're good at all these, but the one that we're really bottlenecked is the tracking.
Right now, we're doing about 80 % of our conversion in the call. And that's what attracted me with the profile funnel. 80 % of the conversion needs to happen in the marketing.
20 % of the conversion needs to happen in the sales process. Right now, it's the opposite. And I'll add on to that because if you were to go on our page, this is the type of content we're looking at.
so the people don't necessarily know who we are what we do or how we do and whatnot so that's why you know the 80 of the conversion is happening in the call because the closer has to kind of go through that what does someone need to see to get on a call with you and be 80 sold what do you feel like that is I feel like they need to know that we are qualified to do it and that would come through the results and the case studies.
Look at this. Now what they get and why this is 20 % marketing and why it's 80 % sales is because of this, this, and this. Right.
When it's the opposite way around, when you show your story, you show your credibility, your education about the topic, you show your transformation, right? People sell themselves into marketing and they'll get on a sales call. They already know you.
They value what you do. They know you have credibility. They don't have questions if you have other testimonials that you can post.
And then I see it. Makes it easier to hire a closer as well. Because sometimes when Nick looks at the close rate and it's so high, I tell him like, I'm not doing something special.
I'm just doing nothing wrong. right and that makes it way easier yeah and and we're not saying get rid of this right like this is very important to keep growing right this is your top of funnel stuff first and what happens after you it's very simple you have ten thousand dollars monthly ad spend you get an x amount of profile visit so let's say that is let's say 100 ,000 profile visits.
And out of these 100 ,000 profile visits, which is what we can track with our software, we have software that tracks everything accordingly, which I can help you with. The conversion rate to follower, let's say, is around 10%, 11 .2%. That could be an example.
Now, the conversion rate to qualified follower from here is only, let's say, 4 ,750. And then what happens is these followers will all see your content, all see your story sequences. Our story sequence conversion will increase.
Our sales process will be better. We get more calls and stuff like that. You can have...
around 2000 conversations from this. And from these 2000 conversations, you can easily generate. 1 ,000 qualified conversations.
Ultimately, 500 people could book in a call with you. And then from these 500 people, so let's say 300 people show up, you know, you understand exactly how the process will go. And it's just an example of what it could generate.
The beauty about the profile funnel is you can have a cost per call anywhere between 40 bucks up to 120 bucks max. Most of our clients that make anywhere between $500 ,000 to a million a month that run the profile funnel are all clients that have a cost per book call of 40 to 120 bucks. important thing marketing our assets right sales is personal invested time
The Hook
The bait, then the rug-pull.
A performance-marketing founder sits down with a real coaching-business owner already pulling $409,000 in six-month profit and finds the gaps: disorganized sales data, a media buyer he doesn't fully trust, and a content strategy built on tutorials instead of his own story. What follows is the actual consult, a whiteboard walkthrough of the ad-testing sequence and content system the agency uses to scale clients past seven figures.
Frameworks
Named ideas worth stealing.
12:40model
The ABO-to-CBO Ad Testing Sequence
Launch an ABO campaign with 3-5 ad sets at equal daily spend (e.g. $50/set)
Run it for 4 days minimum before judging results
Identify the winning creative by its post ID
Duplicate that post ID into one CBO ad set so Facebook inherits its engagement data
Let Facebook's algorithm scale spend to the proven winner
The two-phase system for moving from small-budget creative testing to confident, algorithm-driven scale without guessing which audience to fund.
Steal forany paid-ads funnel moving from small-budget testing to real scale
25:52list
The Three-Step Story Sequence
Value
Education
Transformation
The order founder-led content has to run in to build trust: give first, teach second once some authority is earned, then show transformation last because it only lands once credibility exists.
Steal forany expert or coach building an organic content calendar around their own face
32:34model
The Funnel Math Example
$10,000/mo ad spend
~100,000 profile visits
~10-11% convert to follower (~10,500)
~2,000 become a 'conversation'
~1,000 qualified conversations
~500 book a call
~300 show up
A worked example showing how a profile funnel's top-of-funnel volume compounds down to booked and shown sales calls.
Steal formodeling expected call volume before committing to an ad budget
04:13list
Three Pain-Point Avatars
Beginners (most of the client base)
Intermediate producers stuck mid-release
Advanced producers chasing pro deals
Segmenting a coaching audience by skill stage instead of treating every lead the same, which exposes where financing becomes the real bottleneck.
Steal forsegmenting a coaching or consulting audience by skill stage
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 funnel breakdown that scores Instagram-first client acquisition against VSL and webinar funnels on sixteen questions, not just conversion rate, using one claimed $457,500 month as the case study.
A consultant runs a live financial and operational audit on a 22-year-old founder whose short-form-content coaching business cashed $402,000 in a single month, and rebuilds his messaging, onboarding, and priorities on the spot.
A $16k/month sales closer with 100,000 followers sits down with two coaches to find out why none of those followers will ever buy from her, and leaves with a five-phase framework for building an audience that will.
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Video of the Day21:31