1:08:29Laurel Portié · Tutorial
The Power Content Campaign: Training Facebook's Andromeda AI
A 68-minute Zoom workshop on training Facebook's newest ad algorithm with narrow, single-problem videos instead of manual targeting.
April 4thThe argument in one line.
A sales process only converts the small slice of people who are already ready to buy, so most of the real work is a content system that keeps everyone else warm until they are.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant, or ads-based service provider who has some traffic but can't tell whether the problem is leads or sales.
- Someone running paid ads to a funnel and losing money because most of the audience drops off before ever seeing the offer.
- A beginner without a big ad budget who needs a cheap way to validate an offer before scaling spend.
- Anyone confused about the difference between a content 'ecosystem,' a sales process, and a traffic or campaign strategy.
SKIP IF…
- You already have a documented sales process with mapped conversion rates at every step; this is diagnostic-level material, not advanced optimization.
- You're not selling through content or ads at all; the framework assumes a coaching, info, or service offer running through some kind of funnel.
The full version, fast.
The call splits every marketing problem into two buckets: not enough leads, or not enough sales, and walks a small live group through grading each piece of their own funnel red or green. A sales process is defined as four links (they find you, they see your offer, you have a conversation, they pay), and most of it fails from a lack of raw volume, not a bad step. Because only 2-3% of any audience is ready to buy right now, the coach argues the real infrastructure is a content ecosystem underneath the funnel: short 'power content' videos that create a warm list, and a rotating 'conveyor belt' of formats that nurture people until a low-production monthly call converts them.
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00:00 – 04:40
01 · Cold open: leads problem vs. sales problem
Frames the whole call as a red/green self-diagnostic and asks the group to sort their business into a leads problem or a sales problem before anything else.
04:40 – 10:37
02 · Diagnosing the leads side
Walks through the audience-building diagnostic: new eyeballs daily, a system that moves people cold to warm to hot, and multiple ways to invite a hand-raise into conversation.
10:37 – 16:33
03 · Diagnosing the sales side
Introduces the sales-side checklist: a one-sentence offer people can say yes to in five seconds, a defined sales process, and campaigns that actually point to it.
16:33 – 22:29
04 · Anatomy of a sales process, and the automated version
Breaks a sales process into four links (exist, see the offer, converse, pay), tells the origin story of her own Facebook-live-to-Zoom-to-PayPal process, and contrasts it with a fully automated slow funnel.
22:29 – 27:35
05 · The funnel math: why volume disappears
Uses a billboard analogy and worked drop-off percentages to show how 1,000 clicks can produce zero booked calls with no single step actually broken.
27:35 – 33:31
06 · Matching funnel type to available volume and budget
Draws the volume/quality triangle, ranking funnels from the highest-volume DM funnel up to a slow, high-friction liquidation funnel.
33:31 – 38:37
07 · Diminishing returns, and validating low- vs. high-ticket offers
Explains why each rung up the triangle raises ad spend and lowers volume, and gives the separate validation path for low-ticket versus high-ticket offers.
38:37 – 44:33
08 · The 2-3% rule and the value of staying visible
States the 2-3%-ready-to-buy principle, cites a stat on touch points and hours of content before purchase, and tells the story of wiring $10,000 to a creator she'd never met.
44:33 – 50:30
09 · How a content ecosystem plugs the sales-process holes
Introduces the invisible list, the warm stack, and the conveyor belt as the mechanism for recapturing people who drop out of the sales process.
50:30 – 55:35
10 · What leads actually want, and the low-production group call
Defines the two things any lead wants (demonstrated expertise and a proven repeatable process) and introduces the Monthly Activation Campaign as the conversion mechanism.
55:35 – 1:01:32
11 · Content as an owned asset, and boosting to warm traffic
Uses her wine brand, book, and insurance-lead-gen examples to argue an audience is a durable asset, then explains boosting personal-profile posts to warm traffic instead of cold ads.
1:01:32 – 1:06:14
12 · Closing Q&A: content volume and organic reach
Answers live questions on how many power-content videos an audience size actually needs, and why organic content increasingly reaches non-followers.
1:06:14 – 1:07:54
13 · Sign-off
Closes the call, promises the replay, and redirects remaining questions to the community thread.
Lines worth screenshotting.
- At any given moment, only 2-3% of a market is ready to buy, and the other 97-98% aren't disqualified, they're just not there yet.
- A funnel converting 20-30% to opt-in, 40% to watch, and 10% to finish can turn 1,000 clicks into zero booked calls without any single step being broken.
- A one-sentence offer that a stranger can't say yes to within five seconds is the actual bottleneck, no matter how much traffic is sent to it.
- The simplest possible sales process (go live, move people to DMs, book a call, take payment) can outperform sophisticated funnels for years if it consistently works.
- Research cited in the call puts real buying intent at roughly seven hours of content consumed across eleven touch points on four platforms before a purchase happens.
- Someone can watch years of free content, never appear in a CRM, and still become a top buyer the moment the right offer shows up.
- A content ecosystem is not a sales process; it exists to plug the holes a sales process leaves behind by recapturing everyone who drops out without buying.
- Setting a low bar, like watching 25% of a video, to define a 'warm' lead keeps a nurture list growing even while the front-end funnel leaks badly.
- Content built to move a cold lead to warm should do exactly two things: prove real expertise and show a specific, repeatable process.
- A low-production, off-the-cuff group call can out-convert a polished, scripted webinar because it demonstrates the process live instead of just describing it.
- Funnels that require 60-90 days of losing money before a back-end offer pays it back fail most beginners simply because they run out of runway first.
- An engaged personal audience is durable enough to launch an unrelated product, like a wine brand, purely on existing trust and zero new ad spend.
- A single organic post that draws unprompted 'what's the link?' comments is real-time proof it should become a permanent, always-on paid campaign.
Why Most Sales Processes Are Starving, Not Broken
SALES SYSTEMS
A sales process only converts the small slice of people already ready to buy, so most of the real work is a content system underneath it that keeps everyone else warm until they are.
01Cold open: leads problem vs. sales problem
- A business's growth problem is almost always one of two things: not enough leads, or not enough sales; naming which one it is comes before picking any tactic.
- Grade each part of a sales system as a blunt red or green, not a 1-10 score; vague self-assessment hides which piece is actually broken.
02Diagnosing the leads side
- Building an audience does not require ads; direct outreach, YouTube, podcasts, guest appearances, and TV all count as valid ways to get new eyeballs daily.
- A lead system needs more than one asset: a way to get new eyeballs, a mechanism that moves people from cold to warm to hot, and multiple ways to invite a hand-raise into conversation.
- Value-driven content that leads into a live call or training is one of the most reliable ways to move a cold viewer to warm.
03Diagnosing the sales side
- If a stranger can't say yes to an offer within five seconds of hearing one sentence, the offer is the bottleneck, not the traffic.
- A sales process is the specific step-by-step path a person follows to buy the core, cash-flow-driving offer, not a vague sense of 'stuff happens after they see the offer.'
- Campaigns only count as working if they point somewhere specific: a DM, a link, or a booked call inside an actual sales process.
04Anatomy of a sales process, and the automated version
- Every sales process has the same four links regardless of platform: how they find out you exist, how they see the offer, how you have a conversation, and how they pay.
- The simplest possible sales process can outperform sophisticated funnels for years if it's genuinely effective.
- A completely automated slow funnel is a legitimate sales process, but it swaps speed and personal touch for scale.
- Whoever knows their sales process cold will route every opportunity into it, instead of improvising a new path each time.
05The funnel math: why volume disappears
- Treat every step of a funnel like a highway billboard: most people who see it will never take the exit, and that drop-off is normal, not a sign the funnel is broken.
- Run the math before blaming the offer: a funnel converting 20-30% to opt-in, 40% to watch, and 10% to finish can turn 1,000 clicks into zero booked calls with no single step doing anything wrong.
- Every sales process needs enough raw volume feeding it to survive its own drop-off rate; the volume requirement is a math problem, not a mindset problem.
06Matching funnel type to available volume and budget
- Funnels can be ranked on a triangle from most volume and least friction to least volume and most friction.
- Early on, when an offer is still unvalidated, choose the highest-volume, lowest-friction path available, because validating the offer matters more than the polish of the funnel.
- As conversation volume grows and time becomes the constraint, deliberately add friction to filter for higher-quality prospects.
07Diminishing returns, and validating low- vs. high-ticket offers
- Every step up the friction ladder increases ad spend and lowers volume; that trade-off is the cost of getting fewer but more qualified prospects.
- A low-ticket offer validates through volume alone; a high-ticket offer validates through an application-to-call path.
- Most funnels that fail on a tight budget die because they require the business to lose money for 60-90 days before the back-end offer earns it back, a runway most beginners don't have.
08The 2-3% rule and the value of staying visible
- At any moment only 2-3% of a market is ready to buy; the other 97-98% aren't disqualified, they're just not ready yet.
- Real buying intent takes roughly seven hours of content across eleven touch points on four platforms; a single ad or post rarely closes anyone cold.
- Someone can consume years of free content, never enter a CRM, and still become a top buyer the moment the right offer appears.
09How a content ecosystem plugs the sales-process holes
- Everyone who drops out of the sales process without buying should be captured, not lost, using the same content asset as a second opt-in opportunity.
- Set a simple, low bar to define who counts as a warm lead, so the nurture list keeps growing even when the funnel itself leaks.
- A steady rotation of different content formats is what actually produces multiple touch points, not one channel repeated.
10What leads actually want, and the low-production group call
- Every piece of nurture content should prove real expertise and show a specific, repeatable process; content that does neither is filler.
- A live group call doesn't need slides, an origin story, or a scripted pitch to convert; a genuine, off-the-cuff demonstration of the process can outperform a polished webinar.
- Selling by letting a demonstration create the desire to buy, rather than pitching directly, works across price points, including high-ticket.
11Content as an owned asset, and boosting to warm traffic
- An engaged personal audience is a durable business asset that can launch unrelated products purely on trust already built, with no new ad spend.
- Boosting a personal-profile post to people who already follow the account reinforces warm traffic rather than buying new cold attention.
- A single organic post that generates unprompted 'what's the link?' comments is a signal to turn it into a permanent, always-on paid campaign.
12Closing Q&A: content volume and organic reach
- The number of distinct content pieces needed to reach a cold audience scales with audience size, because a platform's algorithm only shows each piece to a matching slice of it.
- Organic reach increasingly goes to non-followers based on topic interest rather than existing audience relationship, so a brand-new account can still get significant early reach.
Terms worth knowing.
- Ecosystem
- The layer of organic content sitting underneath a sales process that recaptures and warms up everyone who doesn't convert on the first pass.
- Conveyor belt
- A rotating mix of content formats, such as short videos, long-form posts, and podcast episodes, that repeatedly touches a warm audience until they're ready to see an offer.
- Warm stack
- The pool of people who watched a threshold amount of content or opted in without buying, and get folded into ongoing nurture instead of being dropped from the funnel.
- Power content
- Short videos, roughly three to five minutes, used as the first touch to cold traffic; watching 25% or more of one moves a viewer into the warm stack.
- Monthly Activation Campaign (MAC)
- A low-production, off-the-cuff group call that demonstrates expertise and a repeatable process, then moves attendees toward a sale.
- Slow funnel / self-liquidating offer
- A funnel that sells a low-ticket product first to cover ad spend, then upsells a higher-priced core offer on the back end.
- DM funnel
- A low-friction funnel that drives paid traffic straight into direct-message conversations, used to generate the most volume for the least cost.
- Core machine
- The baseline set of tactics (power content plus the conveyor belt plus a monthly activation call) taught as the starting sales system before more advanced tactics.
Things they pointed at.
52:30productMomentum (higher-tier coaching program)
31:40channelCole Gordon
41:40channelDan Henry
1:00:00channelAlex Hormozi
53:50channelRussell Brunson (awareness/consideration/conversion funnel model)
1:05:50channelGary Vaynerchuk ("interest marketing")
59:20toolChatGPT / Claude / Gemini, used to test one-sentence offer clarity
Lines you could clip.
23:20
“The biggest black hole that all of us have to fill happens at the beginning of our sales process, when we send traffic to it.”
39:10
“At any given time, there's two to three percent of people who are ready to buy from you.”
42:40
“I wired that guy I had never met $10,000. No sales page, no nothing.”
51:00
“Leads only want two things from us: demonstrated expertise, and a proven, repeatable process.”
54:20
“The ecosystem is just organic content with money on it, strategically placed under your funnel.”
Word for word.
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metaphoranalogystory
Hello, hello, everybody. So today we're going to be doing an ecosystem deep dive, but I'm actually going to do it in a slightly different way. Last week, I did a diagnostic with my Momentum members and they absolutely loved it and said that it was the clearest representation of knowing exactly what to execute in my ecosystem.
that they needed to do. And so I was like, you know what? I'm going to do a simpler version for my $7 members.
And so today we're going to be doing a couple of things. You're going to one. learn what is missing from not only your ads ecosystem, but your marketing ecosystem, right?
Because it's not all about ads. You're going to learn what type of sales process you should build based upon the assets that you actually have in place or access to. And then we're going to learn how the ecosystem.
that supports that sales process. Because one of the things that I'm learning from several students over the last several weeks is that there's a lot of confusion between what the ecosystem actually is, what's the sales process, where does traffic come into play. And so today I'm going to do my best and we're going to take it one step at a time.
And we are just going to go through this entire process from start to finish. I just want to see kind of test the room. I love that we have a small crowd today.
That is the best scenario for a diagnostic call like today. And so it gives us an opportunity to be a little bit more interactive. So if you do have a question as I'm going through each of these stages, I would say take advantage of this small call that we're going to have today and have access to me, okay?
Now... One thing that I want to ask before we get started, how many of you guys think that you have a lead problem?
Okay, I'm seeing a lot of people saying I've got lead problem. Okay, cool. Fair, a lot of you guys.
Okay, cool. Okay, now on the other side of that, how many of you guys think you have a sales problem?
Okay, cool. So this is gonna, this is gonna. hopefully help you guys today.
So I'm going to go ahead and I'm going to share my screen. I'm going to get on the iPad today. So I just think that that's the best way to actually share this.
So I'm going to go ahead.
All right. Okay. So here's what we got.
Okay. So You either have no leads or no sales, right?
And so what we're trying to do with this program is get it to where you get leads daily, right? Because your business cannot survive if you're not getting leads every single day. And you want to get to a point where you're having sales daily.
weekly, or monthly, however often you need leads. Like for instance, in my business, I don't necessarily need to make a sale every single day. As long as I'm making sales weekly and monthly, I'm okay.
But that's the whole goal, right? We want to have leads coming in daily, and then we want to have sales as often as our business needs it in order to survive, okay? So, What I'm going to do next, I want everyone to get out a pen, a piece of paper, a whiteboard, your Google Doc, whatever.
Because what I want you guys to do is I want you to label each of these things as either red or green as I'm going through them. And then at the end of this. We want to highlight which ones we marked red.
We're going to make this super easy. We're not going to, I'm not going to make you do on a scale of one to 10, because honestly, no one knows how to grade themselves on that kind of scale. So we're going to go with absolute.
Is it good green? Is it red? No, like I don't have this.
Okay. So first things first, are you getting new eyeballs in your business? Every single day.
Meaning, do you have a way to build your audience? Yes or no? Very simple.
Red or green?
Okay. Second piece. In order to get leads every single day, we have to be able to convert.
These eyeballs that we're getting, we have to take them from cold to warm to hot. Okay? So Wendy just asked a really great question.
And yes, that does count. Does being on other people's podcast count as a yes? Absolutely.
That is one of the things that I try to let you guys know. That you can build an audience in many different ways that do not involve ads. As a matter of fact, I would recommend that you have several lead gen strategies that are not just in the paid acquisition space.
So you can build your audience through direct outreach. You can build your audience on YouTube organic. You can build your audience using Facebook ads, which I teach you guys how to do here with power content, building that invisible list.
You can build your audience. If you go on podcasts, you can build your audience by going on television, right? All of the different ways.
But once you have these eyeballs, right, you have to have a way to take these leads from cold to warm to hot. So there has to be some bridge that's going to take them from not knowing exactly who you are to knowing who you are and buying from you. Do you have a way to do that?
One of my favorite ways, right, is putting out value bombs that solve a specific problem, getting people onto a live call like what I'm doing right now, a group call, a group training. and turning you hot. Make sense?
The ecosystem is also this mechanism of taking people from cold to warm to hot. Make sense? Hot is ready to buy.
Okay, so red or green, do you have a complete system, not just one piece that turns cold to warm, an entire system that turns leads from cold to warm to hot. Now, my ecosystem can be this system.
So if you are running my complete ecosystem, meaning you're running the power content and you're running the conveyor belt, then you do have this system and you can mark green, okay? Now, this other piece for leads is you want to have multiple ways to get hand raises to have a conversation.
These could be value bombs. These could be just two -step posts saying, hey, drop a comment if blah, blah, blah, blah. But you have to have a way to be able to start conversations.
Do you have that? Yes or no?
I'm going to go down here because I wrote too big. So let's talk about sales. Okay.
Everyone's caught up? Everyone's ready to go?
Awesome. Okay, cool. I'm just curious, how many reds do people have so far?
Three? Okay.
That's okay. That's why we're here, right? And I'm going to show you guys which reds map to which parts of the ecosystem.
So far, all green. Awesome, Sid. Two, one.
Cool.
Now we're going to get into sales. The fun stuff.
Do you have an offer that you can say in a single sentence and people say, yes, I want that? One sentence, not two sentences. Do you have an offer that someone can say yes to within five seconds in one sentence?
Red or green?
And by the way, guys, every single one of these problems that we're diagnosing right now can be solved here in the $7 program. Okay, but now what this is doing is this is giving you a tool that you can use to use the Ask Laurel thread every single week. That's what I wanted to put in your hands is because a lot of times people don't know what to ask in the Ask Laurel thread.
This is going to tell you exactly what curriculum in the program you need to watch or use the Ask Laurel thread for support. So number one, do you have an offer that can be iterated in five seconds? And have someone say yes.
Cool. Second part, and we're going to spend a little extra time on this. Do you have a sales process that literally takes people from cold to warm to hot and then a sales process that will get them to buy?
Okay. So a sales process. They see your offer.
What happens next? What happens next? What happens next?
And we're going to go more into this. But do you have a step -by -step process for someone to buy your core offer? And when I say your core offer, this is the offer that's basically the cash flow driver of your business.
Wendy says, for sales process, an automated webinar into email sales sequence counts. Yes. Yes.
That would be an example of a sales process. Thank you for that example because that's a really good one. And I'm going to actually break down several sales processes here in a minute.
Okay. Cool.
The last one.
Is do you have campaigns that drive people to your sales process?
Sorry, I'm reading the comments. Yeah, I was gonna, Veronica beat me too at Sid. I would say that's a red.
Let's see, Matt says, as in a sales campaign pointing to a DM or a link or something to buy the thing. Yep.
Okay. So if you don't have any campaigns, that's okay.
We can help you build them. Cold email campaigns, green. Yep.
If you have cold email campaigns, that counts as long as you're pointing it to the sales process. Okay, cool. Now, now the fun part.
So many people, again, as you guys can see, so many people try to figure out if they actually have a sales process, okay? So for those of you guys who are still a little bit confused, Let's actually break down what a sales process actually looks like, okay?
So the first step is they find out that you exist, right? This is eyeballs. It's the first step, right?
If you are a restaurant, someone might see a billboard. If you are online, someone might see an ad.
If you are an insurance company, someone might see your mailer that you've mailed out to them. These are all ways to show people that you exist. Someone mentioned a while ago, this could be a podcast.
Again, this could be an ad. This could be a YouTube video. This could be...
A referral. This could be a cold DM. Make sense?
It all starts with some type of traffic source. And again, this doesn't have to be paid. This could be LinkedIn outreach.
Okay? So that's step one. The next part.
They see your offer.
How? How do they see your offer? Do they see it from a sales page?
Do they see it on a Google Doc, which, by the way, is my favorite way to show an offer? Do they see your offer through a VSL?
Do they see your offer via a webinar?
Do they see your offer through a lander?
Okay. The next piece, right? So we're going from they're finding out that you exist.
They see your offer.
Now, most of the time, they want to have some type of conversation in most cases. And I'll show you guys some cases where they might not need that. Not everything needs to have a conversation, but we'll talk about that.
But you can have it through a DM, phone call. You can have a conversation through email.
A Zoom call.
In person.
Once we've had that conversation, how do they pay you? Is it a checkout page? Is it an invoice?
Is it a link?
How do they pay? Venmo? PayPal?
I will say this. This is my very first. I made my first and second six figures doing this.
This was my sales process. I went live on Facebook. I got people to comment for a free thing.
I had a conversation with them in Messenger.
I took them on a Zoom call, and they paid me through PayPal. That was a free sales funnel right there.
This was my sales process, my first one. What do you guys notice about my sales process?
It's short.
All in one. It's not necessarily all in one platform, but low tech.
So it is very efficient. And it's why it's still my sales process today, guys. That's what I was trying to get at.
Eight years later, this is still my process.
The only thing that has changed is the vehicles and the tactics of which I deliver this sales process.
Make sense? I still do this. How many of you guys are in Momentum and you got sold this exact way?
I think everyone probably got sold in Momentum this way.
Make sense?
It doesn't have to be a one -on -one Zoom call. Like I'm doing a one -to -many right now.
But you have to understand what your sales process is, right? And so the other day when we were doing this, I know Veronica, I hope you don't mind me saying this, but Veronica had a sales process that was completely hands -off, but it still had all of these elements. I'll walk you guys through it.
How many of you guys are familiar with the slow funnel, a self -liquidation offer funnel. I'll walk you through, and this is actually one of, Veronica, you actually had one of my favorite funnels to run, not only for myself, but for my clients, because this is the type of funnel I run.
I run ads to the $7 program, get people on a live call, and then upsell them to something else.
I'm going to show you guys why this is not ideal for most people who are just starting out. But I'm going to walk you guys through what a completely automated sales process looks like. But it's still a way that gets all of those little tactical things that we just talked about in the sales process.
So when you have a slow funnel, right, you send eyeballs to a sales page, which is typically long form content, right? Especially if it's passive, right? You usually do like a sales letter.
to a low ticket offer.
Once you get into the low ticket offer, you get sent an automated webinar. This automated webinar is a way that you're communicating. It's just one way communication.
But you are having a conversation with your audience through this video. Make sense? But it's automated.
It's automated webinar.
And then you sell. This is a sales process. This is a completely passive sales process.
Make sense?
You guys ready for the next step? Is everyone following? I'm trying to go as slow as possible to make sure that everyone's keeping up.
Awesome. Okay.
Yep.
So, now that we have our sales process, and again, this doesn't matter whether it's value bomb to DM to Zoom call, whatever, right? It's going to be a multi -step process. Now, when you send eyeballs, right?
When you sign, when you... have this sales process, you have to somehow get traffic to the sales process. Again, this doesn't matter whether it's a billboard sign with a QR code.
If you're at an event, it does like you have to know your your sales process. I'll actually give you guys an example of how well I know my sales process. I was speaking on stage at an event in February at the Epic Webinar Summit, and every single person on stage had a QR code.
That sent someone to a landing page where they can opt in to get their free thing that they were given away at the event. What do you guys think I did because I know my sales process? Do you think I sent everyone to a QR code to a landing page?
Absolutely not. I know and understand my sales process. I penned a post on my Instagram.
And I showed the Instagram on stage on the big wall. And I said, go and comment on this post that you are here and I will give you the guide. But you see how well I know my sales process.
And when you know what your sales process is and you have it dialed in, every action that you do needs to point to that sales process. And do not deviate from it. Cole Gordon, his whole goal, what does he do?
He trains sales people and setters. His whole goal, he doesn't do all of this other stuff. He's like, he just runs ads straight to a sales call because he trains his sales people to be able to do every single part of the sales process in that sales call.
So they have very long closes, but that's his sales process and he's really good at it. Me, on the other hand, have no desire to send cold traffic to a phone call. Like, hell no.
I'm not in. I'm not into that. We all have our own vibes.
I like a long marketing process, get them into a conversation, and sell them in the DM. I don't like sales calls. That's just not my vibe.
I would much rather put out content that proves that I have expertise. And that I have a proven repeatable process that works for every business. And that's what the ecosystem is built.
So let's actually go into this part. So next part is how the hell does the ecosystem fit into this whole thing? We're driving eyeballs to a sales process.
Now, what do you think happens when we drive eyeballs to a sales process? If I'm driving along Interstate 10 and I see a billboard for a restaurant, that doesn't mean that I'm going to go to that restaurant. There's more people that will drive by that billboard than will actually get off on the exit and go to that restaurant.
The same thing with your online offer. The biggest that all of us have to fill happens at the beginning of our sales process, when we send traffic. to our sales process.
Whether this begins with a landing page, whether this begins with a sales page, whether this begins with a video, our biggest black hole is going to be right there. Then the black holes are going to get smaller as we go deeper in the funnel, but there's still holes that we have to fill. And so most direct response marketers, this is where they're leaving so much money on the table.
If I send, let's just pretend this is a webinar funnel. It's opt -in, webinar, application, and then a calendar, right? And then you get on a call and book.
If I send, let's just say a thousand eyeballs to this landing page, only about 20 % are going to opt -in, right? Or 30 % if we're good. So already out of a thousand people, only 200 people, Make it through to the next step.
So let's say that this next step is them watching a webinar.
Only 40 % of people are going to push play on that video.
We're getting down. We're already down from 1 ,000 people to 80 at step two.
Only 10 % of these people are going to make it to the end of the webinar. So we're looking at eight people. If 10 % of the people who make it to the end get to the application, we're looking at zero making it to fill out the application.
Do you see how this kind of funnel could kind of fall a little flat if you don't have a lot of ad spend?
Every sales process needs volume.
Every sales process needs volume. The right amount of volume. But how much you can feed volume depends on how much money you have and how much time you have.
So how do we actually figure out which would be a good fit for you?
If you guys haven't noticed, I love drawing triangles.
We'll put most volume at the bottom. We'll put volume here. We'll put quality here.
We'll put liquidation here. This would be an example of that slow funnel that I showed you guys. Okay.
The thing to know about going up this triangle.
Is that as you go up it, you get diminished returns.
Because each of these, the friction level goes up.
So if you are brand new and you need to validate an offer, you probably need the most volume of eyeballs, wouldn't you say? So we probably need as many eyeballs on this as possible. So that's why in the $7 program, I teach you guys a DM funnel.
It is the cheapest way to get volume to see your offer. By far. It is the cheapest way to get people to see your offer.
Now, let's say I'm having like 300 to 500 DM conversations a month. I probably know what my offer should be by then, right? So in order to get my time back, I'm going to add friction to how people see my offer.
This is where I like to use the power offer funnel, where I'll do a power offer ad straight to an application that goes straight to a call.
This will still allow for volume when you're trying to validate an offer.
You could also just do add straight to sales page if you're doing a low ticket offer. There are two ways to validate an offer, and both of them are in the $7 program. There's a way to validate a low ticket offer, which is sending just ads straight to the low ticket offer, and then to validate a high ticket offer, which is using a power offer straight to a Calendly application and booking a call.
Two steps.
We're accounting for volume. Everyone with me?
Most of my clients, especially those who have setters in the DM, Where do you think that they live in these two rungs of the triangle? Because setters and salespeople love volume.
But if we want to go up the rung and create even more friction, and let's say I'm getting five to 10 calls a day, and I'm like, man, only two out of the 10 calls a day are quality. We're going to add a little bit of friction.
Now we're going to add a VSL in front of getting on the phone with me.
But what do we know about as we go up the triangle? Diminishing returns. The ad spend goes up.
Liquidation, that's the slow, right? Low ticket offer.
upsell, when everyone wants the core offer in the back end. Most people cannot sustain 60 to 7 days losing money before people take them up on the core offer and that's why slow offers die. A very fast death for those of us who do not have a big budget.
Make sense? So this is why so many people have battle scars from going into some of these big box coaching programs that teach them how to build slow funnels or that teach them how to build webinar funnels or just building any type of funnel in itself.
Most people do not have the money in order to sustain a funnel in the beginning of their journey. And so that is why I teach you guys how to build off of volume. And then work your way up.
So Tyrone says, can we validate ads just through organic? Yes, you can. But here's the thing.
Volume is the game. Do you have enough volume of organic traffic to be able to do that? Do you have enough volume of traffic to be able to scale to where you want to be?
I'm giving you guys, though, the variables here that you guys need in order to figure this out. If you haven't watched my profit projection training that's here in the $7 program, it is in the replay vault. It is a nice little prompt that you use inside AI, and it will have this conversation that we just had with you.
AI Laurel will have that conversation with you.
Okay. Now, for the fun part. So we've got eyeballs, right?
And we're sending them to a sales process that has holes in it, right? So let's actually go through a couple of principles, okay? Let's go through a couple of principles here.
At any given time, There's two to three percent of people, oops, at any given time, there's two to three percent of people who are ready to buy from you. That's true in every industry.
At right now, there is someone actively looking for something that you have and they are ready to buy, right? This is who the internet marketers try to target with their funnels. They're trying to get the people who are ready to buy.
If there's two to 3 % of people who are ready to buy, what does that mean? There's 97 to 98 % of people who are not ready to buy. Make sense?
That does not mean though, that people who are not ready to buy are not qualified. One of my favorite stories is me. Whenever I first started in 2018, I had been running ads.
for CBS, the television network, for since 2008, a very long time. So at least a decade that I had been running ads. I knew how to run $5 ads.
That's what I was doing for CBS. Now, someone told me that I could have a business running these $5 ads for other businesses. And so I went online and I searched how to start an ad agency.
Lo and behold, Dan Henry came up. Now, I was... Already eight years into my marketing journey.
No, 18 years into my marketing journey. I started working in television in 2002. I started working at the college TV station in 2000.
So I just dated myself and I'm an old fart, but. I had 18 years of marketing experience. So when I was watching Dan's videos, I didn't need to opt into his webinar.
I literally could piece together how to start an ad agency by simply watching his videos. And for three years, I watched his videos. I sold out my agency.
I launched a coaching program all by watching Dan's videos. Never bought anything from Dan. I was invisible to his CRM completely, but I was not invisible to the Facebook algorithm.
And so one day Dan goes live and says, hey, I just bought this yacht and I'm inviting five people to come spend a day with me in the Bahamas on this yacht. It is 10 grand. If you want to come send me a DM.
I sent him a DM. I said, hey, I know you don't know who I am. I want to come.
He said, cool. Here's a link to wire, wire, $10 ,000. No sales page, no nothing.
Wire, a wire number. I wired that guy I had never met.
Sorry, I know I froze there for a minute. So I literally wired him, a guy I had never met, $10 ,000. Was I low quality just because I was not in his CRM or not ready to buy?
No, he just did not have an offer that appealed to me until that moment. I tell you guys this story because there is value in building an audience and nurturing them. Because I was that $10 ,000 client that didn't need anything, and now Dan and I have become friends.
And this story happens all the time. People ask me to speak at a lot of these big events because they see me everywhere. So there's value in showing up consistently to people who are not ready to buy.
All of the people who've asked me to speak at their fancy events, they've never bought anything from me, but they sure know who I am. So there's value in this. So if we take a look at...
There's 2 % to 3 % of people who are ready to buy from you right now. There's 97 % to 98 % of people who are not ready to buy.
We also have to take into account that Google did a study that on average, it takes seven hours of consuming content across 11 touch points. Meaning it takes 11 touch points to get these seven hours of consuming content across four different platforms. Those are the principles right now that I want you guys to sit with.
Okay? So let's go back to this sales process. Okay?
The sales process is built for the 2 % to 3 % of people who are ready to buy right now. Would everyone agree? Yeah.
If someone's ready to buy right now, I better sure as hell have a sales process to put them in. But as we learned, this sales process has many different holes. Okay?
And so the reason that a lot of people lose their ass on ads is because they don't have a system to plug each of these holes.
So the first... Thing that I use my ecosystem for is when I have someone who's actively running ads to a funnel. I build the ecosystem not to build an audience, but to plug these holes.
Because if we're sending a thousand people to this landing page and 800 people are not moving forward. We have an opportunity to give them another opportunity to opt in. through our invisible list, through videos in this program that are three to five minutes long, and we call them power content.
So that plugs the first hole. Once people watch 25 % or more of this video, they get put into... a warm stack audience.
Because once someone watches 25 % of a longer form video, like power content, they become an invisible lead.
People also become leads in our funnel, right? If someone opts into this, they become a lead, but they might not make it to the next part. So we're going to add the leads also to this warm stack.
Now, if we take a look at a traditional funnel, right? Russell Brunson taught us if we put leads into a funnel, awareness, consideration, conversion, right? That people just fall down like gravity.
I hate to tell you guys, but people don't work like that.
In my opinion, I think a funnel looks more like this. A sideways funnel with it tilted up, it's an incline. And what's the best way to take someone on an incline from starting point?
Some type of conveyor belt. And so that is why I call the next piece to my strategy, the conveyor belt.
The conveyor belt is going to nurture this warm stack of people who are, not ready to buy. They're sad.
And it's going to take them across to being ready to buy. Now, on this conveyor belt, if we follow along the principles that we learned about seven hours of consuming content, 11 touch points across four platforms, We should probably put a little bit of different variety of content here.
Right?
I'm going to put some Reels video here, get a little Instagram action. I'm going to put some of my YouTube videos. Yes, I'm going to link to YouTube, straight to YouTube.
I'm probably going to put some podcast episodes here.
I'm going to put power content videos. I'm going to put long form posts, power posts.
We're going to get our 11 touch points across four different platforms. But something always happens right before people are ready to buy. They see the offer.
Now we could have presented them the offer here. We could have presented them the offer on the conveyor belt through the podcast. They could have been presented the offer through a long form post.
You see, on the conveyor belt, you can have three different types of calls to action. You can have no call to action, which is my favorite. Running ads that go nowhere, just give value.
Two, you can send people to a value bomb, get people to comment and take them to a conversation. That's my second favorite. And then third.
You can test your power offers here on the conveyor belt. Why? Well, because you're presenting them to a warm stack.
Make sense? Is this all starting to make sense here? So now we're getting our seven hours of consuming content, right?
Podcasts are genuinely long in nature. If you get them to consume two to three podcast episodes, that's probably like three hours there. If you get them to consume a longer form YouTube video, that adds another.
hour or so, all of your Instagram reels, we're trying to get that seven hours of consuming content. Now, obviously you're also showing them your longer form content on Facebook too. So once people have seen your offer, as humans, we have objections, time, effort, sacrifice, money, but we also sometimes don't know whether or not we should adopt the mechanism that that person is selling.
Like a lot of people have a really hard time adopting my ecosystem. And so I have to do a lot of compatibility pieces of content, which are part of the Hot 7, which is an advanced strategy inside the $7 program.
But this handles objections. and adoption decisions.
I'm not going to go all into it because it is inside the training, but you guys have to understand that even though you're showing them a ton of content, we also have to address all of the barriers. There's nine barriers, there's four objections, and five adoption decisions before people will make it to buy.
Now, The question is, if you are a beginner, how does the ecosystem become a sales process? I know that's what a lot of my momentum students were like, Laurel, I'm running the ecosystem as a sales process.
The ecosystem itself is not the sales process. It supports a sales process. Does everyone understand that?
You see how it's built to support? It plugs the holes of a sales process. So how do we actually use the ecosystem as part of a sales process?
I'm glad you guys asked.
So we start with the eyeballs. So if you're a complete beginner, this is how I would do it. And by the way, this is how I have the core machine.
Inside the $7 program outlined. So if you just stay in the core machine part of the program, it's going to do what I'm about to demonstrate right here, okay? So we've got cold traffic that go to power content.
People watch 25 % or more. They get put on the , right? They see all of our content pieces that we're putting out.
But remember, we need a sales mechanism.
We need a sales mechanism.
What we can do is we can use long form posts.
We can use Reels videos.
We can use a power content video. We can use a podcast, however you want to do, and send people to something that I call a monthly activation campaign, which, by the way, it used to be something exclusively for Momentum, but it is now for you guys in the $7 program because I know how important it is for you guys to validate an offer.
What a monthly activation campaign is, think of it like an off -the -cuff webinar. Like what I'm doing right now. This is very off the cuff.
I didn't show up with fancy slides. I didn't tell you my origin story. I didn't go through all of the sales pitch and all of this stuff.
A monthly activation is literally just a demonstration of expertise of your proven repeatable process.
That's all it is. Because leads, guys, our leads only want two things from us.
One, demonstrated expertise. They want to prove that we are not a charlatan. They want to prove that we're not a scammer.
They want us to prove that we actually say who we are and can do what we do. And number two, and this is the big one. This is the one that I fix more than anything when people come in to lean on Laurel.
A proven, repeatable.
And so anytime that you're doing a piece of content on this conveyor belt, I want you to check to make sure, one, did it demonstrate my expertise? And two, does it provide a peek at my proven repeatable process?
Guess what, guys? You know that content Bible exercise that I give you guys in the program? That should be based around your proven repeatable process and all of the steps within your content Bible are your frameworks.
That is why I build content the way that I do because I understand these two things really well.
And so every single month I tell my students, do a monthly activation campaign, invite a group of people. onto a Zoom call. All of those messenger conversations that you're having that didn't turn into booked calls, invite them to a workshop that you're doing.
Invite them to a coffee chat that you're doing. Roll up your sleeves and just show up and be helpful.
And then move them to a sale.
So this is how you turn the ecosystem into a sales So Matt just asked, how long in advance do you run the MAC as in minimum two weeks lead time? As long as it takes for you to get someone on that call.
I could run one a day. Like I can put out one post and book out my monthly activation campaign. Why?
Because volume. All of the decisions that we make here are based on how much volume do we need.
So inside the conveyor belt, you guys have different options of CTAs, right? You can do no CTA, all value. You can do a indirect offer, which is a freebie, have a conversation and say, hey, like, so let's say someone asked for my messenger conversation framework, right?
They comment and I'm like, hey, here's my messenger conversation framework. Have you ever had a messenger conversation? Do you want to show me blah, blah, blah?
And I would help them out. And I'd be like, by the way, once you have these messenger conversations, you're probably going to have issues closing them on the sales call. By the way, on Saturday, I'm having a coffee chat to talk to my private clients about sales calls.
I would love to invite you to come and attend.
The best way to sell guys is by inception.
People are like, how the hell did you get so many people into momentum so fast? It's because this is what we do in momentum times 10, what we're doing right now. Inception.
Tyrone says, does high ticket work with MAC? Of course.
My mentor and I sold $40 ,000 off of a DM. He sold. 6 million over 12 MACs in a row.
And it doesn't matter what type of business you have.
The ecosystem works. It doesn't matter. The ecosystem literally just supports any sales process that you have, right?
The ecosystem is just and strategically placed under your funnel. That's all the ecosystem is. Strategically placed organic content with money on it.
Does that make sense? Everyone have a better understanding of everything now?
Yep, and yeah, as Matt mentioned, the entire, remember how I said that everyone needs campaigns that go to their sales process? I included those campaigns. in the MAC campaign, in the module inside the $7 program, which used to also be just a momentum resource.
I give it to you guys.
Awesome. Yeah. You know, yesterday I had my mentor on the momentum call yesterday, and I said the exact same thing.
I told everyone, I said, look, every single quarter, I go through a different one of my mentor's modules. Even though I have been with him since 2019, I watch the same modules every quarter because you never step in the same river twice.
Every time. I watch one of my mentors' modules because I'm further along in my business, I get something completely different out of it because I'm in a different spot. And so every time that you guys go through the $7 program, you are going to find something different that you didn't see before because you're in it, you're doing it.
And that's why sometimes people are like, Laurel, you're a little rash. That's why I don't let hypothetical questions inside the Facebook group. I am protecting our container here.
because you guys will learn more by doing the process than you ever will by asking hypothetical questions, because I don't have a crystal ball. Joel Irway doesn't have a crystal ball. Alex Harmozy doesn't have a crystal ball, y 'all.
We do not know anything until we put things in the wild.
Yep. So Kenny just asked a really great question. If I boost a post from my personal page, does the warm audience from my page business account see that post?
Yes. If you're doing it the way that I show you guys, that's all I do on my personal page is boost to my warm traffic. My conveyor belt is actually on my Facebook profile.
That's why my Facebook profile has so many followers and engagement. I boost almost everything I do on my personal profile. Facebook used to not have that option.
That's the way that I do it now.
Let's see. Ashley says, with conveyor belt content, I was boosting an ads manager because I didn't boost to my 25%. When do we move it into ongoing campaigns?
Whenever you want. Whenever you feel it's ready to do that. There's no, this is fluid.
This is so fluid. So we're not looking for like specific numbers then? No.
So for instance, I had a post that I did a couple of months ago. And I was just promoting Hernan doing a training in the $7 program. And I noticed that on that post, people were like, hey, what's the link?
What's the link? What's the link? I generated over 100 sales to my $7 program on that post.
What do you think I did? I was like, holy shit, this should be an evergreen ad. Yes, it's a little manual because I have to respond to everything.
But 10 cents a sale? Who would not want to pay 10 cents a sale? right?
Plus I get to have conversations and most of those people actually converted into momentum because of the conversation. Does that make sense, Ashley? Yep.
That makes perfect sense. Thank you. Yep.
Absolutely. And so what we're doing here at the end of the day is we're building one of our biggest assets we could ever own, an audience.
Like whenever I launched my wine brand, everyone wanted that wine. Not because all of y 'all are wine drinkers, because you're like, Laurel's got a wine brand. I need to get on that wait list.
Had nothing to do with ads. It was just something I did on the side. But I had an audience when I launched my book on Amazon.
You guys made me a bestseller. Because I have an audience. I'm telling you guys, this is one of the best assets that you could ever build.
Yeah. So if you go to drinkwithlaurel .com.
It should still be up. We're out right now, but the page should still be up.
Yeah, like a lot of people don't even know I'm part owner in an insurance company. The R3OS book is literally lead generation for our insurance company because we sell insurance to entrepreneurs. Who's my audience?
Entrepreneurs.
Daniel, great to see you. Hello. I'm new.
I just joined last week. Well, welcome. I'm in the process of launching my Medicare health insurance business.
I'm on a very tight budget right now, so I'm trying to figure out how to run the power videos and conveyor belt on a $300 budget or something like that. There's actually a training inside the replay section that says, do you have a $300 to $500 budget? Do this.
It's in the replay vault. Okay. I would go do that.
All right. Yep. Absolutely.
Everyone, everyone, I'm curious. Let me know, what was y 'all's red? All the reds that you guys marked.
I'm just curious. Offer? Because then I can plan workshops around that, you see.
Offer? But by the way, all of the stuff that you marked red, tell me in the Ask Laurel thread. Say, hey, Laurel, during your diagnostic, I marked this as red and I need help and give me context.
And then. Let's solve that problem.
Look at this offer, offer, offer, one sentence offer. Which part leads? All three leads, Ashley?
All three? Read on the first one, a daily system. Wendy just joined LOL, so Wendy's going to have that.
As a matter of fact, did you see I already sent you your power content videos I wrote for you? Why? No, I was surfing, but I'm going to check as soon as we're done.
Thank you, Laurel. I even put your offer together. It's all in Voxer.
Me and Wendy just literally met this morning and I was like, I already have her power content and her offer for a thing. Well, an idea for how the offer lays out. So I'll see what you think.
I can't wait to see it. But yeah, you're only a couple of days from having that entire system up. So you're good.
Thank you. Yeah. Let's see.
Second one in process. Steph says all three under leads and campaigns to drive people to the sales process. Awesome.
All of this is inside the 7L program. So I know the Ask Laurel thread is closed until Monday, but if you guys don't find what you need inside the program, so if you need to build an audience, let's go through this. If you need to build an audience, go to the power content module, right?
That's in the core machine part of the program. If you need a system that's going to get people from cold to warm to hot, that is also the entire core machine section of the program. If you need multiple ways to get hand raisers, that's in the core machine section of the program.
If you want to test your offer and see if someone could identify it within five seconds, ask ChatGPT. here's my one sentence offer. Is it clear that someone can know exactly what it is in five seconds?
And if chat doesn't give you enough context, go to the ask Laurel thread and say, hey, this is my offer. And then give me context about the offer. And I can help you with that, with that one sentence.
Okay. So this is how you use the program. If you're not clear on your sales process, you can go to chat.
You can go to Claude. You can go to Gemini. Or you can take the pieces of what you think you have to the Ask Laurel thread and say, hey, I'm watched your diagnostic.
I'm working on my sales process. Here's what I think my sales process should look like. Here's my budget.
Here's my assets that I already have. Do you think this would be a good sales process for me? Right?
And campaigns that drive sales, that'll be in the MAC, in the core machine. Notice how everything is in the core machine. Everything that's on the other side is more advanced, but there's options for you to have a sales process.
As a matter of fact, if you go to the lead domino funnel, that's an example of a sales process. That'll turn your warm leads into hot. So, yeah.
JL, give us something good to end this call.
Not sure if it's going to be good, but it might end it. So question about the, just the overall structure of the power content, because you have seven ads or seven videos on that first tier. When you start running these, how does that technically play out?
Does somebody cold go through 70 of these or it just might depend? Great question. Facebook kind of dishes it out.
Yeah, so great question. So inside the $7 program, I make you guys do three. In Momentum, I make you do seven.
Okay. So here's why. If we take a look at, let's see, I don't have anything visual to show you guys, but let's say this invisible ball represents every single person who's in your audience, right?
So let's say we have a diet offer, and this is... Alex Hormozy's offer. I'll just like fucking make shit up, right?
2 million people in this offer. The reason that I have you guys do so many pieces of power content is every single piece of power content should represent every step in your content Bible. Every step of your content Bible should be one power content video.
If I have an audience size of 2 million, and I only do three videos, it's only going to show it to a very small percentage of this entire audience because Andromeda only shows the right type of content to the right person. It matches, right?
And so the more power content videos we run to cold traffic, the more of that audience we're going to capture.
Does that make sense? So no, not everyone you run ads to is going to see all of those power content videos. It's only going to show it to the people who can match this person has this problem.
This person has this problem. This person has this problem. So that's why I like to give you guys volume of power content so that you can capitalize on that entire audience pocket.
Make sense? As long as you get one to watch that 25%, technically they're warm, right? They get put right into that invisible list.
They have to watch 25 % of at least one of them. All right, thank you. Yep, absolutely.
Jennifer, and then I gotta go. Yes, really quick. And this is a really dumb question.
It's not dumb. I guarantee you it's not a dumb question. Well, let me be the judge after I say it.
So if you are running power content organically, Is that being shown to people outside of your people? Correct.
It is actually. And this is something that Gary Vee has been talking about a lot. Like he's like, it's no longer social media marketing.
It's interest marketing, right? Someone, and this is what, this is what Facebook and a lot of the platforms have now done. I mean, the platform, other platforms have been doing this for years.
Facebook is now just catching up. Like, this is why you can start a brand new account and get 8 million views on day one. So then how do you know – so how do you – I guess you look at your insights to see what percentage of those people are non -followers that are watching your content?
Yep. You can actually – yeah, you can actually see that through the insights. Like on Instagram, I can see exactly like who's – what percentage.
But yeah, you can actually track that for sure. But yeah, organic content, like I just don't like – I don't have the patience for organic. Like I'm just like I'm going to do a piece of content, put money on it, and let it do its thing.
And that will obviously be a faster way to your end result. Hands down. Yeah.
Hands down. Thank you. Yep.
Absolutely. That was a great question. This was a great call today on a scale of one to 10.
How did I do presenting it today? See, I am every, every, every time I'm like, I got to get better at this. Awesome.
Cool. I tried not to leave any stone unturned. Awesome.
Cool. Veronica, did that kind of help you? with your sales process?
Cool. Awesome. I thought it would.
Awesome. It is a lot, but you know what? Take a step back.
Just do one piece at a time.
No one, my mentor said this on the call yesterday. I'm going to end it with this call today. When people think you're behind, who are you behind?
People say that all the time. I'm behind. Behind who?
The only person that we have to measure up against is ourself. Matt, I actually sent you a message in your DM. I don't know if you saw it.
I might be able to solve your cash flow problem. See, that's what happens when you're in momentum. I have ideas and I see I bother my students.
I'm like, hey, I have some way, an idea to make, how you can make some money.
I love you guys. I love you guys. I will post the replay as soon as Zoom gives it to me.
Sometimes it's super fast and sometimes it's like a day later, but I will get it up. And I love you guys. If you guys have any questions at all, bring them to the Ask Laurel thread and I will see you guys on the next call.
The Hook
The bait, then the rug-pull.
The call opens with a single yes-or-no question to a small live group: do you have a lead problem, or a sales problem? Everything that follows, drawn live on an iPad, is the answer key.
Named ideas worth stealing.
05:00model
Cold to Warm to Hot
The lead side of the diagnostic: a business needs a mechanism, not just one asset, that moves a new eyeball from not knowing who you are to being ready to buy.
Steal forauditing whether a lead-gen system actually has a middle step, not just an ad and an offer
16:40list
Anatomy of a Sales Process
- They find out you exist
- They see your offer
- They have a conversation
- They pay you
Any sales process, from a $10 DM sale to a $40,000 close, reduces to the same four links regardless of the platform or tactic used.
Steal formapping an existing funnel to find which link is actually missing
28:20model
The Volume/Quality Triangle
- Most volume: DM funnel
- Power offer funnel (application to call)
- VSL to call
- Liquidation / slow funnel (core offer upsell)
Funnels are ranked from highest-volume, lowest-friction at the bottom to lowest-volume, highest-friction at the top, with diminishing returns and rising ad spend at each step up.
Steal forpicking which funnel type matches current budget and how validated the offer already is
39:10concept
The 2-3% Rule
Only 2-3% of any market is ready to buy at a given moment; the other 97-98% are still worth marketing to because they aren't disqualified, just not ready yet.
Steal forjustifying a nurture budget instead of only chasing bottom-of-funnel intent
45:50model
Power Content + Conveyor Belt
Short power-content videos create a warm list from cold traffic, and a rotating conveyor belt of longer formats nurtures that list until it's ready to see an offer.
Steal forbuilding a repeatable content system instead of one-off posts
51:00list
What Leads Actually Want
- Demonstrated expertise
- A proven, repeatable process
Every piece of nurture content should be checked against these two jobs; content that does neither is filler.
Steal forauditing a content calendar for pieces that don't actually move anyone toward a sale
How they asked for the click.
VERBAL ASK
52:30product
“Every single one of these problems that we're diagnosing right now can be solved here in the $7 program.”
Soft, repeated plug woven directly into the diagnostic rather than a single hard pitch; the entire call functions as a demonstration of the $7 program's own curriculum.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
