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.
Posted
7 months ago
Duration
Format
Tutorial
educational
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1.7K
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57 · 43
Big Idea
The argument in one line.
Ads only amplify what already exists, so turning on traffic before fixing the four leaks in a funnel just spends money faster on leads that were always going to disappear.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run or manage paid ads for a business and leads are coming in but not converting to booked calls or sales.
You have a sales team that writes off leads as 'dead' or 'low quality' without a process for checking whether they were actually followed up correctly.
You're about to scale ad spend and want to know whether your funnel can actually hold the extra volume first.
You want a repeatable framework for diagnosing whether a business's problem is volume, sales skill, or a broken system.
SKIP IF…
You haven't sent any traffic yet and have no leads to diagnose — this is a fix-what's-leaking framework, not a from-zero funnel builder.
You're looking for ad creative or copywriting tactics specifically; this video is about the infrastructure around the ads, not the ads themselves.
TL;DR
The full version, fast.
The video argues that most businesses don't have a traffic problem, they have four unplugged leaks in their funnel: people opt in and disappear, they don't finish the offer, they apply but ghost, or they book but don't show. Laurel maps a six-phase sequence to fix this: diagnose the real constraint (volume, skill, or system) in Phase 1, plug the leaks with retargeting and a show-up engine in Phase 2, layer in nurture content in Phase 3, only then turn on cold traffic in Phase 4, add monthly revenue-spike events in Phase 5, and run a quarterly re-engagement campaign in Phase 6. The throughline: reminders don't fix unconvinced leads, you have to address nine psychological barriers (four objections, five adoption decisions) before someone will show up or buy.
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Laurel reframes the video as a system walkthrough, not an ads tutorial, and pitches her $200/month Momentum program before showing anything.
01:21 – 04:52
02 · The System Overview
She scrolls to the full flowchart: a generic funnel (step 1-4) with black holes at every stage, then overlays the permanent fixes/clamps and the recurring injector campaigns that plug them. Introduces the 'Double Lead Revenue Engine' name.
04:52 – 07:03
03 · Phase 1: The Foundation (intro)
Introduces the constraint analysis as the mandatory first step, explaining she's built a custom GPT to run it for students and that no one moves past Phase 1 without identifying their biggest constraint.
07:03 – 10:26
04 · Part 1: The Priority Problem
Walks through a document section arguing most 'dead lead' calls are a follow-up failure, not a lead-quality failure, using a financial advisor case where fixing follow-up recovered 14% of 310 written-off leads.
10:26 – 14:18
05 · Part 2: The 9 Barriers
Introduces the 9-barrier matrix: four classic objections (money, time, effort, sacrifice) plus five adoption decisions (relative advantage, compatibility, complexity, trialability, observability), illustrated with a 2002-era solar-panel-commercial analogy.
14:18 – 16:44
06 · Part 3: The Diagnosis
Uses a case study of a client, Sarah, doing $50-60K/month but left with $4K in the bank, to introduce the 'math of mediocrity' and the three constraint types: volume, skill set, or system.
16:44 – 18:09
07 · The Bad Lead Autopsy
Gives a 3-point audit to run before calling a lead 'dead': the speed check (dialed within 5 minutes), the barrier check (received the pre-call video), and the double tap (called back-to-back inside do-not-disturb settings).
18:09 – 19:18
08 · Part 4: The Black Holes
Maps the traditional funnel's four black holes (opt-in disappears, doesn't finish offer, applies but ghosts, books but no-shows) to the specific campaign that plugs each one.
19:18 – 21:38
09 · Part 5: The GPS Roadmap
Lays out the 8-system, 6-phase architecture end to end, then the delegation matrix showing exactly which role (owner, setter, media buyer, VA) owns each SOP and at what frequency.
21:38 – 23:21
10 · Phase 2: Recovery (the Show-Up Engine & Hot Seven)
Details how the Show-Up Engine addresses the objections and adoption decisions specifically for getting booked leads to actually show up.
23:21 – 24:05
11 · Phase 3: Nurture (the Conveyor Belt)
Introduces the Conveyor Belt organic-content system and the 4A framework (anthropological, actionable, analytical, aspirational) for what each piece of content needs to do.
24:05 – 25:12
12 · Phase 5: Harvest (the MAC)
Explains the Monthly Activation Campaign as the fix for revenue plateaus and unlocks the 'triple threat' content structure (handraiser, logic, story) used to run it.
25:12 – 27:46
13 · Phase 6: Bonus (Be Helpful campaign)
Covers the quarterly-only Be Helpful re-engagement sequence, using a July Black Friday-prep email as the worked example, and warns it will burn out a list if run more often.
27:46 – 29:26
14 · Close: Momentum invite & DM role-play calls
Closes by re-pitching Momentum, describing the monthly live DM and sales-call role-play calls, and signs off.
Atomic Insights
Lines worth screenshotting.
Ads only amplify what's already working; if the funnel underneath is broken, ads just make the leak bigger and faster.
A funnel has black holes at the bottom of every step, and industry standard says a landing page only converts 20-30% of traffic even when it's working.
A financial advisor's team wrote off 310 leads as 'dead,' but fixing the follow-up system recovered 14% of them into booked calls with zero new ad spend.
There are two categories of resistance: objections (money, time, effort, sacrifice) and adoption decisions (relative advantage, compatibility, complexity, trialability, observability) — most businesses only address the first category.
If a lead doesn't believe your system is compatible with what they're already doing, no amount of reminder messages will get them to show up.
A business owner can run $50,000-$60,000 a month in agency revenue and still have only $4,000 in the bank because nobody fixed the overhead leaks before spending more on traffic.
If the constraint gap is more than 50%, it's a volume problem; 25-50% is a skill problem; under 25% is a system problem — most people wrongly assume they have a system problem because it's the 'sexiest' one to fix.
Before firing an ad agency, run a three-point audit on the last 10 leads marked dead: was the first dial within five minutes, did they see the pre-call video, and did the team call back-to-back inside do-not-disturb windows.
Invisible leads (people who consume content but never opt in) typically outnumber physical leads 9 to 1 for every 100 leads generated.
A monthly activation campaign that opens with 'let's work together and solve this' converts better than one styled as a slide-deck webinar pitch, because it reads as service instead of a sales tactic.
A single operator can run this entire six-phase system alone at $500/month in ad spend or hand it to a team at $500,000/month — the sequence doesn't change with budget.
The owner's job in a working system isn't to run the machine, it's to check the dashboard.
Takeaway
Fix the four leaks before you touch the ad spend.
WHAT TO LEARN
Most 'my ads aren't working' problems are actually follow-up and nurture failures, and there's a fixed diagnostic order for finding and fixing them before spending more on traffic.
01Cold open & Momentum pitch
The core claim worth testing against your own funnel: an underperforming ad account is usually a symptom of missing system components, not bad ad creative.
02The System Overview
Every funnel step has a predictable drop-off ('black hole'); map yours before assuming more traffic is the fix.
Separate your fixes into two types: permanent ones that hold the system together, and recurring ones you inject on a schedule to recapture drop-off.
03Phase 1: The Foundation (intro)
Don't skip a formal constraint analysis before changing anything else; guessing which part of the system is broken wastes the fix.
04Part 1: The Priority Problem
A written-off lead list is often a follow-up-process failure in disguise; audit the process before writing off the leads.
'The leads are bad' and 'they weren't ready' are both symptoms of the same underlying gap: nothing in the system was built to bridge curious to committed.
05Part 2: The 9 Barriers
Objections are the reasons people say no; adoption decisions are the quieter reasons people just don't act — build content that answers both.
If a lead doesn't see your approach as compatible with what they're already doing, sending more reminders won't change their mind.
06Part 3: The Diagnosis
Revenue and profitability are different problems; a business can generate real revenue and still be structurally broken underneath.
Know which of the three constraint types you actually have (volume, skill, or system) before picking a fix — most people default to 'system' because it's the most interesting one to solve.
07The Bad Lead Autopsy
Run a fixed, repeatable checklist on your last 10 dead leads before concluding the lead source is the problem.
08Part 4: The Black Holes
Match each specific funnel leak to a specific campaign designed to plug it, rather than one generic nurture sequence for everything.
09Part 5: The GPS Roadmap
Sequence matters more than any individual tactic: diagnose, stop the bleeding, nurture, then scale traffic, in that order.
Assign explicit ownership and frequency to every recurring task in the system so it doesn't quietly depend on one person's memory.
10Phase 2: Recovery (the Show-Up Engine & Hot Seven)
A booked call is worthless if the lead doesn't show; build specific touchpoints aimed at the show-up moment, not just the booking moment.
11Phase 3: Nurture (the Conveyor Belt)
Plan organic content across four distinct jobs (relatability, instruction, reasoning, and vision) instead of one generic content type.
12Phase 5: Harvest (the MAC)
A recurring live event needs a structure that mixes a hand-raising hook, a logical case, and a proof story, not just a calendar invite.
13Phase 6: Bonus (Be Helpful campaign)
Time your re-engagement campaign to a real calendar pressure point (like an upcoming seasonal deadline) rather than sending it on a whim.
Cap any win-back campaign's frequency deliberately; overusing it degrades the list instead of recovering it.
14Close: Momentum invite & DM role-play calls
Practicing an actual sales or DM conversation out loud, with correction in the moment, transfers better than reading a script.
Glossary
Terms worth knowing.
Black hole
A point in the funnel where a percentage of leads predictably drop off, e.g. people who opt into a landing page but never open the next step.
Fixes and clamps
The permanent, always-on parts of the system (like retargeting sequences) that hold the funnel together and stop leads from leaking out.
Injectors
Nurture campaigns added on a recurring but not permanent cadence (weekly or monthly) to recapture leads sitting in the black holes.
Double Lead Method
Laurel's term for generating leads two ways at once: physical leads (opt-ins, applications) and invisible leads (people consuming content who haven't opted in yet).
Adoption decisions
The five underlying reasons someone hesitates to buy that aren't classic objections: relative advantage, compatibility, complexity, trialability, and observability.
Show-Up Engine
A sequence of touchpoints (confirmation email, value drop, humanizer video) designed to get booked leads to actually show up to a call or webinar.
Hot Seven
A retargeting sequence aimed at leads who opted in or applied but went cold before booking or buying.
Silver Bullet campaign
A DM and email sequence triggered after a lead requests a specific piece of value (a 'value bomb'), designed to convert curiosity into a conversation.
Conveyor Belt
The organic content nurture strategy that treats free content as free advertising and recycles it into paid retargeting.
Monthly Activation Campaign (MAC)
A recurring live event (Zoom call, workshop, coffee chat) designed to convert invisible leads into booked calls and solve monthly revenue plateaus.
Be Helpful campaign
A quarterly, four-message DM and email sequence used sparingly to re-engage a cold list without burning it out.
Constraint analysis
A diagnostic exercise that identifies whether a business's growth is bottlenecked by volume (not enough leads), skill (can't close), or system (leads leak before the call).
GPS Roadmap
Laurel's name for the overall six-phase sequence (Foundation, Recovery, Nurture, Scale, Harvest, Bonus) that the eight systems are organized into.
“There's a huge black hole right here. And so what this entire engine is built to do is it's built to drive traffic.”
names the core reframe in one line→ TikTok hook↗ Tweet quote
15:46
“Her leads weren't dead, they just weren't activated because they didn't have this entire system in place to be able to plug all of those holes.”
punchy reframe of a common excuse→ IG reel cold open↗ Tweet quote
09:32
“If that person on the other end isn't convinced that spending time with you is worth their time, all the reminders are just noise that they're ignoring.”
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.
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metaphoranalogy
When people think of my ads program they think of it as Laurel's gonna teach me how to run ads but the secret to actually getting ads to work is Having an entire system and I like to call it an engine because all of these parts Have to be built in a certain sequence in order for things to run properly and a lot of you guys are not Running an entire engine you're just weren't running certain components and then wondering why the engine isn't starting and So in this video, I am going to go over the entire system That I help my students in not only lean on Laurel build But I am about to start a live workshop series helping my momentum students do this And so for those of you guys don't know Momentum is my $200 a month program where it's not just about ads as a matter of fact a lot of it has nothing to do with ads even though we do add troubleshooting calls most of the troubleshooting is within a student's entire system and so i'm going to be starting over from module one and helping momentum students build this entire system so if you want to be in the room while i'm teaching this live plus get access to
all of the GPTs and the SOPs and all of the fun stuff, let me know. Just hit reply back to this message and I will see if I can get you into momentum. It does fill up pretty fast.
But the first thing that I want to show you guys is the entire system and where the ads fit into it. Okay, so if we take a look at this entire system. you'll see step one step two step three step four so this is basically just an example of a funnel now this could be a low ticket funnel this could be a book a call funnel i mean this could be a dm funnel this could be an event funnel it doesn't matter all we're looking at is some type of sales process and so as you can see when we're looking at this sales process there are black holes at the bottom of every single step So meaning if we're sending traffic to step one, let's just say it's a landing page in this scenario, there's only going to be a certain percentage of people who are actually going to opt in.
If you send a thousand people there, industry standard says only 20 to 30%. And so there's a huge black hole right here. And so what this entire engine is built to do is it's built to drive traffic.
But then we're going to have to do some permanent clamps. I call them fixes and clamps because these are the permanent things that are going to hold the engine together. And then because of all of these black holes that are going to happen at different steps, we're going to inject some strategies that are going to be as needed.
okay so we've got the permanent fixtures the fixtures and the clamps that's going to be retargeting sequences i've got the show up engine and then we've got things that we're going to inject on a weekly basis like the conveyor belt strategy which is the organic ads the uh because remember organic content is just free advertising and so what we're going to do is we're going to put some fire on that organic ad and we're going to actually turn them into ads okay that's going to be an injection we've got the silver bullet campaign that is the thing that triggers after someone asks for a value bomb and we start doing a dm sequence the monthly activation campaign these are the monthly zoom calls whether they're coffee chats q a's i teach my students a very specific strategy to turn those leads into actual clients and then we've got a be helpful campaign which is basically think of it as an ace in the back pocket and so as you can see here ads are a very small part of this entire system we've got ads here that are sending traffic into the engine and then we've got ads that are a permanent fixture to keep the funnel together and then we've got nurture which are going to be injectors
OK, so if we take a look at the entire business structure, it looks like an engine. And so that's why I call it the double lead revenue engine, because we're not only getting leads through a physical manner. We're also getting leads through an invisible manner through video content.
So that's why it's called the double lead method, because it has two different ways that we can get leads. And so if we take a look at this map as a whole and don't worry, I've got. I'm going to go over this entire document with you guys so that you guys can actually see all the different phases and what it totally looks like.
But first of all, I just kind of wanted to start off with this visual, right? Phase one, we've got the foundation. Now, as soon as someone starts working with me, whether it's in Momentum, whether it's in Lean on Laurel, I want them to be able to identify what is that most immediate constraint that's actually keeping your engine from starting and going and keeping and running, you know, wherever you need to go, right?
And the first thing that I teach my students how to do is a constraint analysis. Now, this used to be something that we used to have to do manually. But now I actually have instructions that I teach my students on how to actually do this and how to build their own their own gym or GPT on how to actually do that.
And so I've worked really hard on trying to make this as easy as possible for all of my students. But phase one. We do not go past phase one if we do not know every single thing that we need to do every single day in order to keep not only this engine running, but to start the engine.
Because a lot of you guys haven't even been able to start your engine yet. And so phase one is all about how do we identify and remove that most immediate constraint? Is our funnel running smoothly?
Or do we have a bunch of these black holes that still need to be filled? Honestly... There are two of the biggest black holes that I've been helping so many people fill.
And that has been getting people to actually show up, whether that is showing up to a live Zoom training, whether it's to show up to a booked call or getting people to even just respond to you in Messenger. That has been the huge thing. And so that's why I built this show up engine up here that has dramatically increased the amount of people that are showing up to not only booked calls.
but to live Zoom trainings like webinars and workshops. And so those are the important components of this system that is going to allow you to get more clients because I always tell my clients that conversations are the fastest path to cash. And so phase one.
making sure that your foundation is strong now phase two we're gonna go into recovery okay now I call it recovery because as you can see there are all of these black holes that we need to fill and so phase two we're gonna do things like the hot seven retargeting sequence we're gonna do the show up engine which is which are different sequences that will get people to show up like i said not only to live trainings but also to books calls and so these are going to be the fixes and clamps right so phase one is all about identifying the constraint doing the funnel audit cool is every single black hole of the funnel plugged up we gotta do some clamps we gotta do some fixtures and so the first two is hot seven show up and the show up engine okay and so then Once we have all of that in place, there are other things that we are going to put, like the Silver Bullet campaign.
We're going to do 365 days worth of email nurture as well. We've got the MAC. You've got to start planning those because we want to do all of those things.
We want to make sure that every single one of these black holes is plugged before we start sending traffic into this system. You don't want to pour gasoline on an engine that's got all of these holes for the gas to just kind of pour through. And so the first thing that I just want to address, and I'm just kind of going off of this document because this is a document that I give my students.
Do not ask for it. If you're not one of my students in Momentum or Lean on Laurel, you're not going to get it, but I will go over it for you. Basically, a lot of people just are lying.
to themselves. Like they're like, well, you know, my lead flow is okay. You know, average show up rate, blah, blah, blah.
Here, here's the deal. Like last week I literally helped a financial advisor advisor recover 14 % of his lead flow. The, there were like 310 people who had filled out an application to work with him and basically raise their hand.
And then his team just said, well, they, they, they, they didn't book, they ghosted. So they're probably just low quality, right? Leads are dead.
How many times have you heard that? Right. And the honest truth is his leads weren't dead they just weren't activated because they didn't have this entire system in place to be able to plug all of those holes and so we have to have a system and ads are part of that ads are definitely part of it but there's other components of this that have to be plugged and a lot of people just aren't plugging them and so reminders don't work because people, there's still that big gap between curious and committed.
And most businesses don't build anything that's going to bridge that gap. And you can send all the reminders that you want, but here's the deal. Here's the deal.
If that person on the other end isn't convinced that spending time with you is worth their time, all the reminders are just noise that they're ignoring. So there's no set of... reminders that's going to fix that and so basically what i did was i created his show up engine right here and the hot seven and we were able to actually fix that and so basically 14 of those 310 dead leads literally booked calls from a system that you know from a lead system that his his uh his sales team kept saying were worthless 43 people applied and they were back on the calendar So that's one of the first things that we have to do is we have to figure out where are the leads bleeding through here?
Are we taking care of them? Because a lot of times people just throw their hands and they're like, well, the leads are low quality. That's not true most of the time.
That's just something that bad salespeople say. And so basically you have to understand that the reason that I have such a sophisticated ad strategy, you can see that we've got... three different campaigns right here when it comes to ads.
And it's because of this next thing that I'm going to go over right here is because a lot of you guys are not building your marketing system around nine specific barriers. And there's two categories of these barriers. There's objections and adoption decisions, right?
We're all familiar with objections, money, time, effort, sacrifice. Adoption decisions really aren't talked a lot about. And I don't understand why, because these are some of the most important nuances.
that we used in television to market to people all the time relative advantage why is the thing that we're that we're promoting better than the thing that they're doing right now compatibility is it compatible with what i'm currently doing complexity how hard is it for me to do it trial ability can i try it before i buy it right and observability this was this was huge like back like whenever we used to promote all of those solar um The solar panel commercials, like we had to convince people because like solar at the time that I started in television, I'm about to age myself, but like 2002, like solar was huge.
And like they were trying to get people to adopt that solar was this new way of doing it. And so we would create these commercials that would prove observability. Can we see how it works?
That's infomercials, right? Observability. And so basically we need to create this entire system around.
Those nine barriers, because if we can't convince someone, right, we're talking about showing up for a booked call. If people don't believe that my ad system is compatible with their funnel system, they're not going to show up to the call no matter how good my reminder system is. If people think that my ad system goes against what they're already doing, no amount of reminders are going to do that.
If they think it's too hard, if they think that their media buyer can't do it, if they think that their VA can't do it. No amount of reminders are going to fix that. And so what we need to do is we need to create content that is going to meet our leads exactly where they are so that we can move them forward.
And so that is why my ads ecosystem is so powerful is because it meets our leads where they are. And we want our leads at the end of the day to be like, whoa, Laurel. can pretty much read my mind she knows what's in my head and so that's why i'm so um that's why i'm so i push my students into the direction of you have to know your ideal clients and that's why being super super specific and doing the content bible doing the ica profiles is so important because if you don't build your entire content system around these nine barriers it's going to be extremely hard to sell anyone.
The reason that I'm able to sell people so easily in messenger is because every single day I'm demonstrating how to overcome those objections and how people can actually adopt my system. That's why I make GPTs. That's why I make these videos because the easier that I can make it, it's eliminating the complexity barrier.
right the reason that i always show people that the ecosystem is independent of a funnel is because people used to think that i don't send ads to a funnel that's not true and so that was one of the things that i had to overcome was people thought that my ad system replaced a funnel and it doesn't it works with it right and so Those were all things that I had to overcome.
And so part three, the diagnostic, right? Because here's the thing. Everyone thinks that they need more leads.
But honestly, there are so many leaky buckets. I had a client, Sarah. I'll just say this.
She ran an agency and she was making $50 ,000, $60 ,000 every single month. But she was left with $4 ,000 in her bank account because of overhead. And so she was pushing the gas, she was spending more, but as she was spending more, she didn't have all of these different fixes in her engine.
And so even though she was spending more, she wasn't making more. And that's the trap that so many business owners fall into is they don't know what percentage of overhead. should support their system and a lot of times they hire too soon or they they pay out in commissions to to setters that they don't even need right because if you have this well -oiled engine right here this can be ran like i run this me and my wife run this entire system ourselves and so a lot of times people think well laurel in order to have a seven -figure business you have to have all these employees you do not i know this because firsthand we do not and so That's that's the part three of this entire thing is knowing exactly what are your numbers.
What is your enough number? I talk about that with my students all the time and figuring out what is that most immediate constraint, because your constraint is going to fall into one of these three areas. OK, now I'm not going to go too deep into this, but you just have to understand that you're either going to have a volume, you're going to have a volume gap, which not enough leads coming in, or you're going to have a skill set.
Leads come in, but you can't close them. Or system, leads leak before the call. And so there is an entire formula that I teach my students.
Like I said, I got it down to this GPT right here. If you go through my most immediate constraint exercise, that's on my YouTube channel. You could actually figure this exercise out.
You might have to do it by hand, but if your gap is more than 50%, you have a volume problem. If your gap is 25 to 50%, it's a skillset problem. If your gap is less than 25%, you have a system problem.
Most people honestly think that they have a system problem because that's the sexiest thing to fix, right? Like something in your system, build a new funnel, whatever. Most of the time, It is either a skill set problem or a volume problem.
Like a lot of times people people just don't have enough volume to even get enough data. And so I've got a couple of different things. So I always tell people before you fire ad agency, audit your follow up.
Right. When your team says the leads are bad. run this three -point audit on the last 10 leads marked as dead.
So I've developed this entire system for you to run it as a solopreneur, or I've developed this system with SOPs and stuff for your team to actually run it. And so this is what I tell my clients to look for. The speed check.
Was the first dial made within five minutes? If not, it's not a lead problem, it's a dis - Discipline problem.
The barrier check. Did the lead receive the humanizer loom? This is just part of the show up engine.
Before they ask to book. If not, you fail the compatibility test. The double trap.
Did they call twice back to back? Most do not disturb settings. Only trigger after the first call.
So these are a couple little things. Like these are little tactics that a lot of other sales people teach. But again, remember, people will not respond if all of the other components aren't in place.
Like if we are not overcoming these barriers. no amount of reminders or anything are going to actually work. So that's important to know.
So part four, let's take a look at the black holes in the traditional funnel and where you could be bleeding. I'm going to take a sip of my coffee here before it gets too cold. So right here is where I'm actually showing you guys what part of my ads ecosystem is plugging which hole of the funnel.
So you can see here, black hole number one. Basically, people opt in, but they disappear. That's why we've got power content.
Black hole number two, they may, you know, maybe opt in, but they don't finish your webinar. I'm just giving that as an example. This could be also an example of they buy your low ticket course, but they don't move forward, right?
They send you a messenger, but they ghost you in messenger. So black hole number two, we use three campaigns. Silver bullet campaign.
which is a DM campaign and an email campaign. Um, monthly activation campaign, which is our monthly zoom calls. Um, and conveyor belt, which is the nurture content.
The more that this system runs guys, the better it works. And this compounds over time, like the smoother and smoother this all gets black hole. They don't apply or they abandoned.
We've got hot seven and then, uh, they book, but ghost show up engine. You don't have a traffic problem. Most of the time, it's just one of these black holes.
Honestly, traffic is the easiest part of this entire thing. People want to look at ads as hard. Ads are actually the easiest component of this entire system.
And so basically, I have this eight system GPS method right here. And so basically, when someone becomes a student, especially in Lean on Laurel, I am doing all of this pretty much for them. But we also have SOPs so that they're...
Their assistants, their VAs or their media buyers have everything that they need in order to plug every single hole. But what we're doing is we're doing this in sequence, right? I told you guys when we're building this engine right here, the secret is building this engine in a certain sequence, right?
Um, first we're going to diagnose the math, right? We've got to figure this out. Recovery.
How can we stop the bleeding in all of the holes? Then we're going to build out the nurture sequence and then we turn on traffic. Like a lot of times people make the mistake and they scale, they turn on traffic first.
You can see here in my system, it is step four. It's not even in the beginning stages because we want to make sure that all of the gaps are filled. before we turn on the hose right it's like turning on a a hose at full blast but there's all kinds of holes in the you know in the uh in the bucket right that you're trying to fill up with water and then we're going to create monthly spikes of revenue and then Quarterly, I help my clients do a cash now campaign and recapture a lot of the cash flow that is just sitting there.
And why this order matters? Well, most people start at phase four, right? Cold traffic when they have a phase two problem, which is a leaky system and you can't scale what's broken, right?
That's what they always say. Like, you know, what is the saying that, you know, ads only amplify? It pours gasoline on what's already working.
And if nothing's working, the fire is not going to start, right? So that's what that looks like. So right now you're probably realizing, holy shit, I've got a lot of holes.
Yeah, you probably do. The delegation matrix, this is what I show my private clients, the jobs. So the constraint analysis, I'm going to do this with the business owner.
The show up engine, I'm obviously going to work with their setter. the, the hot seven ads conveyor belt media buyer. And so, and sometimes this is the, the, the business owner, which is fine.
Cause I do all of this. A lot of my students do this all by themselves. Like I have a student who literally spends $500 a month on ads and does all of this himself.
So it doesn't matter whether you're spending $500 a month or spending $500 ,000 a month. Um, the system is super, super important. It's your job isn't to run the machine.
It's, it's basically to look at the dashboard if you are the CEO. And so basically this is just to kind of, kind of, I'll take you guys through the entire to the entire system phase one is the foundation system one we got to do that constraint analysis um we don't want to do any guesswork when it comes to marketing we want to make sure that every dollar is well spent and it's spent in the right place that is why the funnel audit comes right next we're going to find all of those leaky buckets and we're going to plug them up then phase two this is the recovery this is where most of my clients make the money within the first Probably seven days.
I almost said 48 hours because a lot of my clients do recover cash in the first 48 hours. But just to be safe, I say seven days. System number three that we're going to implement is the show up engine.
Then we're going to do the hot seven sequence. And then obviously I'm going to write all of the ads. And so when people come in, I write all of these into Lean on Laurel.
Momentum students, I help them do it. I will look at their work. But Lean on Laurel students, I write all of this stuff for them.
So when people come into Lean on Laurel, I am right. I literally hand them over the hot seven ads and say, go do this. I literally hand them up out the show up engine.
I write all of it. The silver bullet, I write all of it and I say, go do this. And so that's basically all of phase two is to recover.
all of the cash flow and so if we take a look at our document right here the recovery um it's this at the top the fixes and the clamps so that's what we want to do we want to fixtures and clamps we want to clamp that machine together the engine so that nothing is uh is getting out of there so um let's see so then phase three we're gonna we're gonna kick off the nurture that's the conveyor belt right and i again whenever students come in i'm gonna write like their first 30 days of content that i'm gonna i'm gonna show them how to build their own gpt how to do pretty much everything.
Um, so even when, if you're a CEO and you have a VA or a media buyer, like you're not having to do any of this stuff. Like I work with the media buyer, I work with the VA. Um, and again, if you're in, you know, if you're in, uh, in momentum, you guys get all of the SOPs, you get the G like it's everything.
I make sure that every, every, every single one of my students is taken care of or a client. Um, so phase five, I mean, phase three. is nurture.
I know I'm kind of speeding through this. I know this is getting a little long, but you guys have to understand that it's not like so many people just think this is all ads. It's not like, as you can see, phase four scale.
Um, this is where you turn on the pipeline power content starting five. Um, again, if you're a private client, I'm going to come in, I'm going to write all of that stuff for you. Phase five, the harvest, which is the monthly activation campaign.
This actually solves revenue plateaus. And, uh, most people are not, uh, taking advantage of predictable cash spikes and that's what monthly activation campaigns actually uh do and uh let me i'll actually talk a little bit more about the the monthly activation campaign so people people think of these as webinars i don't want to think of them as a webinar because webinars i think i'm going to talk at you and i'm going to put up fancy slides and i'm going to sell you into something super expensive where the monthly activation campaign The tone of it is, hey, my name's Laurel Portier, and I understand that you have this certain problem, and over the next 60 minutes, we're gonna roll up our sleeves, we're gonna work together, and we're gonna get it solved.
So you see the difference between, I'm Laurel Portier, here are fancy slides, here's my pitch. I'm showing up to be of service. And I think a lot of times people think that, oh, I need to show up, I need to show authority, and I need to do all of these sales tactics, when really, some of the most effective live trainings that I do, I just show up to be of service.
I roll up my sleeves and I just listen. Most of the monthly activation campaigns are listening to problems and helping people come up with solutions on the fly. It's not pre -planned.
That's the way that I look at monthly activation campaigns. And these are designed to, you've built, if you've been running my power content strategy and my conveyor belt, you probably have a ton of invisible leads, right? typically your invisible leads are going to out number your physical leads by 9x so for every hundred leads that you have 10 of them are going to be emails 90 of them are going to be the invisible list right and so this is how we actually take the invisible leads and actually turn them into physical leads and actual clients so That's what the monthly activation campaign is.
And then, of course, the bonus. This is something that I run with my students and clients every single quarter. As a matter of fact, in Momentum, every quarter I do a blitz that helps students do this.
And this is the Be Helpful campaign. And so this is your ace in your back pocket. This is something that you don't want to do every single month.
This will burn out your list. but every single quarter we send out a campaign that is created uh through four messages through dms and email that allow us to recapture some of that lead flow but again we only want to do this once a quarter and i'll kind of give you an example of what that looks like you know we just had black friday and so um in july i actually helped my private clients run who were in the e -commerce space We ran, hey, don't wait until Black Friday to get all of this stuff done.
It's July. This is when you should actually start doing it. I'm helping my private clients do this.
Do you want to be a fly on the wall and watch me help some of my private clients? It's just an email that's a soft invite to typically a monthly activation campaign, but it could also be a soft invite to a one -on -one strategy call. And so basically that's all it is.
And so basically all of these components, that's it. That's my entire system. It seems like a lot, but again, at the end of the day, we want to make sure that this entire system is airtight.
Because a lot of you guys are not losing money on ads per se. You're losing money because the leads that the ads are bringing in are not being nurtured. um in a way that is going to make you the expert and easy yes and so hopefully this was you know a lot of value like i said you know here in the next week or two i'm gonna start over with my momentum students um i basically do these workshops on a loop and so i'm going to be starting the next round of teaching my momentum students this entire system step by step giving them the gpts the sops and all that fun stuff and so if you want to be in the room with my momentum students which by the way they also get um access to my calls in lean on laurel so momentum is 200 bucks a month if you're interested in that just hit reply on the message that you got this video from and i will hook you up with a seat because like i said we're about to start building this again from start to finish And we have DM role play calls, you know, like a lot of times people don't know how to respond in Messenger.
So every every single month we have a role play call where I make them and it's on Zoom. It's really cool. It's basically a live presentation of me and a student going back and forth as if we were in the DM.
It's really powerful. I correct them right there on the spot. Same thing with with sales calls.
It's it's. It doesn't matter. Think about how much more money you could make if you could navigate a simple messenger conversation.
Just think about how much more money you could make if every single part of your system is airtight and plugged so that you can actually keep all of the leads that you're actually spending your money to get. So anyway, hope this was valuable and I will see you guys on the next live call.
The Hook
The bait, then the rug-pull.
Laurel Portié opens by reframing the whole video: this isn't an ads tutorial, it's a walkthrough of the internal document she hands her students, built around the claim that most 'ad problems' are actually leaks everywhere else in the funnel.
Frameworks
Named ideas worth stealing.
01:21model
The Double Lead Revenue Engine
Traffic sources
Main lead panel (4 steps)
Fixes and clamps
Injectors
The recycler loop
The master flowchart: a generic funnel with black holes at every step, permanent fixes holding it together, and recurring injector campaigns recapturing leaks, feeding back into a recycler loop.
Steal formapping any funnel's actual drop-off points before adding more traffic
10:26list
The 9 Barriers
Money
Time
Effort
Sacrifice
Relative advantage
Compatibility
Complexity
Trialability
Observability
Four classic objections plus five 'adoption decision' barriers borrowed from diffusion-of-innovation theory, applied to why leads ghost instead of buy.
Steal forauditing sales/nurture content against psychological resistance points, not just price objections
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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.
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.
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