Reels That Get Clients (An Unsexy Framework Gurus Aren't Teaching)
A 62-minute live training where Laurel Portié hands over the exact scoring rubric, demonstrated expertise over abstraction plus assumption, that she runs on every reel in her private coaching practice.
Posted
1 months ago
Duration
Format
Tutorial
educational
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1.6K
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57 · 43
Big Idea
The argument in one line.
A reel only earns trust and comments when it proves specific, verifiable expertise, so scoring content on demonstrated expertise against abstraction and assumption diagnoses exactly why a post is failing and which line to rewrite first.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach, agency owner, or service provider posting reels or talking-head content who gets views but few comments or DMs.
Someone with a small or nonexistent audience who assumes frameworks like this only work once you're already established.
A content creator who has been copying successful creators' formats without understanding why those specific posts converted.
Anyone running a comment-to-DM funnel who wants a repeatable way to diagnose why one specific post underperformed.
SKIP IF…
You're looking for platform editing tricks or algorithm/distribution tactics; this is entirely about message construction, not production.
You already have a rigorous message-testing framework and want something beyond expertise, abstraction, and assumption.
TL;DR
The full version, fast.
Laurel Portié teaches a scoring framework she calls the Content Resonance Equation: resonance equals demonstrated expertise divided by abstraction plus assumption. Demonstrated expertise means a specific, verifiable result, story, or mistake; credentials and years of experience don't count without proof attached. Abstraction is generic language any competitor could post word for word. Assumption is asking for action, a comment, a DM, before the viewer has any reason to trust you, and it usually hides in the first line or the call to action. She scores real examples across five niches, then gives a five-line reel template that forces expertise into line two before any pitch. The conclusion: fix the numerator first, since strong expertise still works even when everything else is imperfect.
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Laurel explains why she scrapped her original 'best reels' presentation and is instead teaching the private scoring framework behind why those reels worked, using Alex Hormozi's $105M launch as a preview example.
03:15 – 08:00
02 · The Content Resonance Equation
She introduces the equation: resonance = demonstrated expertise / (abstraction + assumption), and previews that she'll give away her scoring whitepaper and Claude prompt.
08:00 – 10:35
03 · What 'resonate' actually means
Resonance is redefined as one measurable event: a stranger stopping to ask for the freebie, not likes, views, or saves. Sets the scoring direction (expertise high, the other two low).
10:35 – 16:50
04 · Demonstrated Expertise
Definition, what it is vs. isn't, the 1-10 scoring rubric, and a chiropractor before/after example scored 9/10 against a generic 'years of experience' version.
16:50 – 19:30
05 · What if you don't have client results yet
Own transformation, failures, observations, and process all count as proof even without client case studies; includes a live Q&A turning a vague parenting-coach claim into a specific number.
19:30 – 23:55
06 · Abstraction
Defined as the most dangerous variable because it sounds like expertise; the fix is specificity (a number, a name, a moment), not creativity, tested against a 'content is king' example.
23:55 – 28:40
07 · Assumption
The most invisible variable: asking for action before trust exists. Shown hiding in a weak CTA ('Ready to get more clients with reels?') versus a vulnerable, trust-first opening.
28:40 – 32:35
08 · Five niches scored live
Weak vs. strong versions scored in real time for a restaurant, luxury real estate, a video agency, e-commerce dog toys, and boudoir photography.
32:35 – 38:50
09 · The Five-Line Reel Template
A fixed structure (pattern interrupt, expertise, teaching moment, freebie bridge, ask) plus a full worked boudoir-photography example scored 4.5/5.
38:50 – 44:10
10 · Q&A: Matt and talking-head format
Matt confirms the same test applies to power content and conversion multipliers, not just reels; a second caller asks if talking-head-only content is fine without B-roll (yes, don't overthink it).
44:10 – 51:20
11 · Q&A: Romesh, risk niches, and marketing from empowerment
Romesh asks how the framework applies to risk-based offers like insurance and law; Laurel pivots into why marketing from empowerment beats marketing from pain, since pain-driven leads make the worst clients.
51:20 – 56:40
12 · Q&A: Shamel and Jen
Shamel, an 8-year audience-holder and used-car-dealer coach, asks why booked strategy calls have declined; Jen asks about applying the framework per-speaker for a paid event promotion.
56:40 – 1:02:44
13 · Q&A: Jennifer, patience, and closing accelerants
Jennifer asks how long to run Power Content before advancing stages; Laurel closes with two accelerants outside the framework itself (in-person events, answering questions in Facebook groups) and a live two-step funnel example, then the Momentum call pitch.
Atomic Insights
Lines worth screenshotting.
Resonance equals demonstrated expertise divided by abstraction plus assumption, and only the numerator earns attention while the denominator just removes friction.
Content only proves two things to a stranger: whether you're competent, and whether you actually do what you say you do.
Resonance has exactly one honest measurement: a stranger who's never heard of you stopped scrolling and asked for your freebie, not a like, view, or vanity save.
Years of experience, certifications, and credentials don't count as demonstrated expertise anymore; a specific result with a specific number does.
The diagnostic test for expertise: could someone who never did this say the exact same thing? If yes, it's abstraction, not proof.
You don't need client results to demonstrate expertise. Your own transformation, your failures, your observations, and your process all count as proof.
Abstraction is a specificity problem, not a style problem, and it's fixed by adding a number, a name, and a specific moment.
The test for abstraction: could your biggest competitor post this sentence word for word and it still be true?
Assumption hides in exactly two places in nine out of ten weak reels: the first sentence or the call to action.
Assumption isn't arrogance, it's a sequencing problem: doing the right things in the wrong order by asking before you've earned the ask.
A five-line reel template forces the structure: pattern interrupt, demonstrated expertise, teaching moment, freebie bridge, and the ask, always in that order.
Line two, the specific proof of expertise, should be written first because everything else gets built around it.
Marketing from empowerment outperforms marketing from pain, because people in pain make the worst clients: desperate, broke, and looking for a shortcut instead of doing the work.
A $105 million book launch wasn't really about the book; it was three years of demonstrated goodwill that earned the right to ask.
In-person presence and answering niche-specific questions in Facebook groups accelerate trust faster than organic posting alone.
A two-step Instagram comment funnel from a live speaking event out-converted a landing page, because a real conversation beats an email list every time.
Takeaway
Score Your Content Before You Post It
CONTENT SCORING
A reel converts strangers into clients only when it proves specific, verifiable expertise, so scoring every post against expertise, abstraction, and assumption tells you exactly which line to rewrite.
02The Content Resonance Equation
The equation is resonance = demonstrated expertise / (abstraction + assumption); only the numerator earns attention, everything else just removes friction.
A $105 million launch from a single webinar was actually three years of demonstrated goodwill, not one clever pitch.
03What 'resonate' actually means
Resonance has one measurement only: a total stranger stopped scrolling and asked for the freebie, not a like, view, or save.
04Demonstrated Expertise
Demonstrated expertise is a specific result with a specific number, a client story with a verifiable outcome, or a mistake and what it cost you; years of experience and credentials no longer count.
Score content 1-10 by specificity: 1-3 is generic and could be written by anyone, a 10 pairs a specific result with an observation the viewer has never heard before.
05What if you don't have client results yet
You don't need client results to prove expertise: your own transformation, your failures, your observations, and your process all count as proof.
06Abstraction
Abstraction is a specificity problem, not a style problem: it's fixed by adding a number, a name, and a specific moment, not by being more creative.
Test for abstraction: could your biggest competitor post this exact sentence and it still be true? If yes, it's abstraction.
07Assumption
Assumption is about the order words come in, not the words themselves, which is why it's the hardest variable to spot in your own content.
In 9 of 10 weak reels, assumption hides in exactly two places: the first sentence or the call to action, asking before trust is earned.
08Five niches scored live
Across restaurant, real estate, agency, e-commerce, and boudoir examples, the fix is identical: replace a generic claim with one specific number, timeframe, or client moment.
09The Five-Line Reel Template
The five-line reel template is pattern interrupt, demonstrated expertise, teaching moment, freebie bridge, then the ask, built outward from line two.
Line two, the demonstrated-expertise line, should be written first because it's easier to build the rest of the reel around a piece of proof than to retrofit proof into a script.
10Q&A: Matt and talking-head format
The same expertise/abstraction/assumption test applies to every content tier, not just reels, so it's worth running on any single piece of content before publishing it.
11Q&A: Romesh, risk niches, and marketing from empowerment
For risk-focused offers like insurance or legal services, demonstrated expertise means naming the specific risk to the exact audience segment and pairing it with a clear fix, not fear alone.
Marketing from empowerment outperforms marketing from pain, because pain-driven audiences are broke, desperate, and want a shortcut instead of doing the work.
12Q&A: Shamel and Jen
A declining lead flow despite an established audience calls for a funnel or constraint audit, not just more content, since the two problems have different fixes.
13Q&A: Jennifer, patience, and closing accelerants
Paid content should always start as organic content first; money is only used to accelerate reach on things that already worked organically.
Two accelerants beat waiting on the algorithm: showing up in person at niche events, and answering only niche-specific questions inside relevant Facebook groups.
A two-step Instagram comment funnel from a live event out-converted an email opt-in, because a real conversation converts faster than a cold list.
Glossary
Terms worth knowing.
Content Resonance Equation
Laurel Portié's framework for scoring a piece of content: resonance equals demonstrated expertise divided by the sum of abstraction and assumption.
Demonstrated Expertise
The numerator of the resonance equation: a specific, verifiable result, client story, mistake, or observation that only someone who lived the problem could offer.
Abstraction
Generic, competitor-interchangeable language that sounds like expertise but proves nothing, such as vague adjectives or advice that requires no lived experience.
Assumption
Asking a viewer to take action, comment, DM, or buy, before you've given them any reason to trust you yet; usually hides in the opening line or the CTA.
Five-Line Reel Template
A five-part reel structure: pattern interrupt, demonstrated expertise, teaching moment, freebie bridge, and the call to action, written in that fixed order.
Power Content
The content tier in Laurel's ad ecosystem built specifically to run through the same expertise/abstraction/assumption scoring test.
Core Machine
The foundational stage in Laurel's ad coaching program that most members can run to roughly $60-70K a month before needing later stages.
Conveyor Belt
A later stage in Laurel's ad ecosystem sequence, distinct from Power Content and Conversion Multipliers.
Conversion Multipliers
A stage in Laurel's ad ecosystem focused on converting existing traffic rather than generating new demonstrated-expertise content.
Two-Step Post / DM Funnel
A content structure where a viewer comments a keyword to receive a freebie via DM, used to measure whether a post actually earned a stranger's trust.
Resources
Things they pointed at.
11:40tool20-page Content Resonance whitepaper + Claude prompt
“Assumption is high and nobody comments. That's what's happening to a lot of you guys.”
names the exact symptom the viewer is living through→ TikTok hook↗ Tweet quote
48:20
“When you market with pain, you attract people in pain, and they're the worst clients because they're desperate and looking for a shortcut.”
contrarian, quotable business advice→ IG reel cold open↗ Tweet quote
59:10
“I never promoted my own band. I always promoted the other people on the bill.”
concrete personal anecdote with a transferable lesson→ newsletter pull-quote↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogystory
All right. Rock and roll, man. We're going to have some fun today.
I'm actually going to teach you guys something that I have never, ever taught outside of my private clients. And whenever I decided that I was going to do reels that make money training, I originally was going to go over. All of the reels that have done the best for me and my clients over the last several years.
And the more I started building the presentation and building everything that I was going to show you guys, I was like, you know what? I'm doing a disservice and I'm doing what every other guru out there does. They show you something that was super successful for them without actually showing you guys the behind the scenes of why it works for them.
I'll give you guys an example. There are so many people that come to me and they're like, Laurel, you know, I really want to build a low ticket offer like you have, right? I want to ascend people.
But what they don't understand is that the $7 program is actually the last thing that I built. And it was only built because I had enough cash flow in my other offers and I had enough lead flow, right? I had a whole bunch of people.
I had like 3 ,000 people sitting in my messenger that. could not afford my higher ticketed stuff. And so when I launched the 7L program, I had like 3 ,000 people already sitting in my messenger that I knew wanted ad coaching, but couldn't afford it.
A lot of people come to me and Maria Wint right now, she's doing really, really well. How many of you guys have seen her ads? Well, Maria Wint has actually been in this program since 2020.
So you guys know where this is going? She's been running a version of my ads ecosystem for a very long time. And this is very important to understand because if I just showed you guys reels that I did or reels that Maria did or reels that anyone did, right, that has come through this program and had success, you guys wouldn't understand why those reels actually worked and how to create reels where you are right now in your business.
Because how many of you guys don't have an audience? How many of you guys don't have? you know, leads, how many of you guys like need to have conversations, right?
Because it's the same reason as to why, why do you think Alex Hormozy had $105 million book launch? Or I should just say launch. It wasn't necessarily a book launch.
He sold coaching at the end of the day. He just reframed it as a book launch, right? But he sold coaching.
That's actually what he sold. But why did he have that $105 million launch? It was three years of goodwill.
leading up to that webinar. And so what we're actually going to talk about today is how can you start from scratch, whether you have a small audience, whether you don't have an audience, but guess what? If you have an audience, this works even better, right?
And so what I wanted to do is I actually wanted to meet you guys where you are. I'm going to warn you guys, this is very advanced. But I know everyone in the room is going to be able to get value from this.
And you're probably going to understand why not only the two -step posts that you've been doing or the reels that you're doing, why maybe no one's commenting for it. And better understand how to do content as a whole, not only when it comes to reels. And so I'm just, like I said, we're going to get really advanced.
And like I said, this is something I typically don't even teach. my private clients. It's just something that I do behind the scenes.
And so you guys are going to see some of my proprietary work that I've never shown before. But I think that it's really important that you guys grasp this main idea so that you can go and fix all of your content. Okay.
So that's what we're going to do today. And I'm going to knock it out in the next 50 minutes. And then for those of you guys who are in Momentum, guess what?
The conversation is going to continue over there because everything that we're talking about on the Momentum call stems from the conversation that's going to start here, okay? So I'm going to go ahead and I'm going to share my screen, okay? So like I said, and I'm going to give you guys this white paper.
Like I said, I've never shared this, and I'm going to give this to you. And by the way, this is like 20 pages long. And I'm giving you guys my Claude prompt so that as soon as you guys understand everything that I'm teaching, you guys can go and actually give Claude all of your reels that you've done and have it fix it.
Cool? Okay, cool. Today, what we're going to actually talk about, I'm a frameworks type of person.
My brain thinks in frameworks all the time. I'm like, how could I make something super easy? Today, we're going to talk about the content resonance equation.
Now, don't worry about writing this down right now. Like I said, I'm going to give you this. Right now, you just have to understand that there's a reason why your content, sorry, I froze there for a minute.
There's a reason why your content isn't resonating with people that are watching. And I'm going to show you exactly how to actually fix that. Quick equation.
Like I said, we're actually going to go really, really deep on this equation. I'm going to show you examples from different niches. I'm going to show you exactly how it works.
So here's why most reels don't get strangers asking for your freebie and the exact framework that's going to help you fix it. So here's the equation that we're going to go over. And again, I'm going to break this down really, really minuscule.
So resonance equals demonstrated expertise divided by abstraction plus assumption, okay? I'm going to simplify this for you guys. At the end of the day, people are looking for two things whenever they're watching your content.
One, they're looking for competency. Is this person actually smart or just repeating something they heard from someone else? Or two, are they demonstrating something that they've actually done or are they copying content from someone else?
Those are the two things that everyone is looking for in your content, right? And so if I'll just say, Maria Wendt is amazing at doing content. Like I love following her.
She's really great. A lot of times people come to me and they're like, Laurel. can I do those B -roll reels, right?
Like, I don't want to really do the talking head. Like, I like those B -roll lifestyle reels. There's a reason why that works for certain people in certain scenarios, right?
If someone has been building their audience for years, what do they have? They've already shown competency and they've already demonstrated that they've done what they've done. When someone is brand new and tries to do the same thing, it doesn't work as well.
Okay. So today that's what we're actually going to talk about is what frameworks do we actually have to use so that we can actually get clients that will pay us money? How many of you guys want clients that'll pay you money?
Right. Yeah. I'm right there with you.
Right. And by the way, like this is the framework I use for all of my private clients. Doesn't matter whether someone comes in and they're spending $380 ,000 a month in ads or if they're spending.
$500 a month in ads. I use this same framework. I run all of my content through this exact same framework.
So what does it mean to actually resonate? Before the equation, before the scoring, before the template, right? We have to define the one word that determines whether any of this stuff matters, right?
A lot of times people think that, well, when I say, well, I resonate with Julie, I resonate with Matt, they think of it more as a feeling, like a vibe, right? The way that I want to define a resonance in this conversation that we're having today is that resonance only has one measurement. Did a stranger, someone who has never heard of you, stop scrolling and ask for your freebie, right?
Not did they like your post, not did they view it, not saves from people who never return. Did a stranger raise their hand and say, yes, I want that. Because a lot of you guys are trying to measure vanity metrics.
And at the end of the day, when you're doing these two -step posts, when you're doing my DM funnel, the main KPI is, did someone actually raise their hand and say, I want that? And what are the two things? You're going to hear me say this over and over again because these are the two things that I want you guys to stick with today.
One, did I show that I'm competent? And two, did I demonstrate that I actually do what I say I do? So how does this actually break down?
So let's actually take this equation and break it up into examples from different niches. And by the way, I'm seeing the chat going on in the chat. You can, even with a small channel, I will say this, I made my first 100 ,000 with less than 100 Instagram followers.
This is very possible, even if you have a very small channel, okay? Doesn't matter. YouTube, and this is gonna, and before people start asking, this works on LinkedIn, this works on YouTube, this works with paid ads, this works with organic, it doesn't matter.
Like, this is just a conversation about content. I love that. Chris said, I've made a million in revenue with a 3 ,000 person YouTube channel.
Hell yeah, I love that. I don't even have 10 ,000. I'm almost at 10 ,000 subscribers on YouTube, but.
I make more money than a lot of the influencers that have hundreds and thousands of followers, right? So that's why we have to think about this, okay? Resonance equals demonstrated expertise divided by abstraction plus assumption.
And I'm gonna show you guys exactly what that means. I just wanna put this into a framework because what I'm gonna actually do is I'm going to give you guys a way to actually score your content because this is what's going to help you figure out, okay, This post didn't do well.
Let me go back and score it so that I know exactly what to fix inside the content, okay? So here's what this needs to look like, okay? The scoring direction that we want to use, and again, I'm going to give you guys this document, and you guys can actually rip the transcript off of this YouTube video and train Claude how to do this.
Like, I'm going to give you guys the prompt and everything, and you guys are going to have access to this replay. So here's the scoring direction, right? The demonstrated expertise, we want that score to be super high.
And then we want the other two scores to be super, super low. Okay, so demonstrated expertise, we want that score to be high, abstraction low, and assumption low. And don't worry, I'm going to break down demonstrated expertise, I'm going to break down abstraction, and I'm going to break down assumption, okay?
So what we want is one green and two reds. Expertise high, abstraction low, assumption low. Okay.
So that's what we're looking for. Okay. So let's talk about demonstrated expertise.
This is actually one of my favorite things to talk about because it's something that I've just started incorporating into my business for the last seven years. And that's why I grew so fast is because I was really good at demonstrating my expertise because this is the only thing in the equation that earns attention. Honestly, at the end of the day, this is the equation that earns the attention.
Everything else is just removing friction. around it, okay? So let's talk about what it is.
It's a specific result with a specific number attached. It could also be a client story with a specific verifiable outcome. It could be an observation only someone inside the problem could make, right?
You always hear, you know, hear from someone on the inside of Facebook to learn how ads really work, right? That would be an example of that, right? It could be a mistake you made and what it actually cost you.
The thing that happened that nobody tells you what happened. That is demonstrated expertise. What it is not, because no one gives a shit about your years of experience.
I know that's a little off -putting for some of you guys, but they don't care. Unless you can actually prove that through demonstrated expertise, it's just white noise like everything else, right? Anyone can put X amount of years of experience.
Right. So what it's not years of experience, certification or credentials. How many of you guys have like see people with the two comma club award in the back and you're just like, that's BS because you've heard too many stories of people paying into that award.
That award used to be like something that was super prestigious, like when you would see people in ad. Now people are like, oh, it's fake. They bought it.
It used to be something that was very authoritative. And in some cases it still is. Don't get me wrong, but that has become less and less effective.
Also depend, and what it isn't, is how passionate you are about the work. Tips with a Google search could share. A claim without proof attached to it, right?
That is not what demonstrated expertise is. You've got to have specifics. The more specific you are, the better, okay?
So we want demonstrated expertise to have a high score. Here's one diagnostic question that I measure all of my content against. Could someone who has never done this say the exact same thing?
This masterclass is an example of this. You guys have probably never heard anyone teach what I'm teaching right now, right? There's probably no one else that could teach this the way that I teach it because it's my framework and I had to figure out a way to grade content, right?
Because that's part of my expertise. When I worked in television, that's what we had to do. We had to grade our content.
Okay. So how to score? If it's one to three, it's generic, no specifics, no results, no story could be written by anyone.
Four to six, there's some specifics, but missing either the result or the story, and it's partially believable. And don't worry, I'm going to show you guys exactly what this looks like. Seven to nine, specific results in specific contexts.
The viewer has a concrete reason to believe you. A 10, this is what we strive for. Specific result with specific story plus an observation the viewer has never heard.
They think, how did she know that's exactly what I'm dealing with? That is the B message that we want our content to tell people, okay? So what does a high score piece of content look like versus a low score, okay?
So let's start with the high score, okay? So if I... have a chiropractor as a client, right?
And I'm talking about how to get results for chiropractors. What do you think a chiropractor is going to respond to? High score.
I ran ads for a chiropractor in a town of 22 ,000 people, no big city, no massive budget, $11 a day in six weeks. She had a wait list for the first time in nine years of practice. The one thing we did that her last marketing agency never did.
Why is this a score out of nine out of 10? Specific client type, specific constraint, small town, small budget, specific numbers, $11 a day, six weeks, nine years, specific outcome, first wait list in nine years, specific villain, the agency that failed her. Low score.
This is what you don't want to do. Same marketing niche, but completely trash message. I've been in marketing for 11 years and I've helped hundreds of businesses grow.
I'm passionate about helping small businesses get the results they deserve.
Who would you hire, the left or the right? All right, the left. The distinction that changes everything.
Claimed expertise lives in the denominator. Demonstrated expertise lives in the numerator. And that is the whole game, okay?
So what if you don't have client results? Because I know it's in your head right now, but Laurel, I've never gotten a specific client result. You don't need clients to demonstrate expertise.
Here's what counts. Your own transformation. Like I always tell people that case studies are one of the best ways of your own case study to actually sell something that you've done, right?
Like whenever I first started out, there was no way that I could sell a business structure course. But how many of you guys would pay me for a business structure course if I showed you guys how I use $5 ads to build a $4 million business? And I did my own case study, right?
Right? And that's how you get this stuff. And that's why everyone's always saying work for free for the first couple of clients so that you can get to this case study.
Wendy, you have a question?
Sure. But if you're in an industry where you can't put numbers like that on everything, so parenting coach, we're looking at rates of cooperation, bedtime drama, like it feels harder to put a number of these rates doubled. She went from this number to this number.
You could easily do it. How about my client went from not getting her child to bed on time in the last three years to her getting put to bed every single day for the last 14 days. Thank you.
Yep. No, great question. That's great.
Yeah. And obviously, we'll help you make all of this stuff relevant to you guys, but you see how specific we really got. And this is incredibly important, especially when you're dealing with personal development.
How many of you guys sell personal development? It's extremely hard sometimes to put into words exactly what you do, and this forces you to do that. And that is why all of the most successful personal development coaches use a framework that's very similar to this because it makes the intangible tangible.
So what counts as demonstrated expertise? Well, your own transformation. If you went through the thing you now teach, that journey counts.
Whenever I first started teaching the $5 Facebook ads, I had never worked in the online marketing space. I didn't know what a webinar was. I didn't even know what a sales funnel was, y 'all.
But I did know how to run $5 ads because I ran them in television. I knew how to do two things. I knew how to create really great content and place $5 ads.
That was the only skill set I had in the online marketing space. And so that's all the content. I kept doing it again and again and again.
So your own journey counts. Your own expertise counts. Also, your failures, the specific mistake you made and what it actually cost you counts.
Your observations, the specific thing you notice that no one else is saying, that counts. Your process, and this is a huge one, guys, your process, the specific thing that you tried that worked or didn't work, okay? Because guess what?
Sharing your failures also demonstrates expertise. Right? Alex Harmozy is great at sharing his mistakes.
You know, anytime like I fuck up with a client, I always share because it makes it real. Like not everything is, you know, unicorns and rainbows. And a lot of people appreciate that honesty.
So you don't need clients to have a story. You just need to have lived inside the problem of your ideal clients. How are they living that problem right now?
Right? So that's demonstrated expertise. Let's go into abstraction.
Because I think assumption and abstraction, you guys probably need a little bit more clarity on. So I wanted to make sure that I really went deep on this. Abstraction.
This is actually the most dangerous variable of this entire equation. It sounds like expertise. And this is what a lot of you guys are doing.
And this is why it's not resonating with your audience. But it doesn't actually move your audience or prove anything to them. And so what is abstraction?
Adjectives that every competitor uses. I'm the best. I'm proven powerful.
Yeah, right. Prove it, right? Advice that sounds smart but requires no lived experience.
Statements the viewer has heard a hundred times before. Oh my gosh. Boy, do we have that.
Tips that work in theory but have no proof attached. Language that floats above reality. What it isn't.
Always wrong. Most abstraction is completely accurate. Intentional laziness.
Most people don't even know they're doing it. Most of you guys don't because you followed someone else's template and you just ended up in this world of abstraction. A style problem.
It's a specificity problem. Fixed by being creative, fixed by being specific. You're going to hear me say specific, specific, specific, specific, specific in this training a lot.
The one diagnostic question you ask yourself, could my biggest competitor post this word for word and it still be true? It's a good one. right?
Could my biggest competitor post this word for word and it still be true? Okay. I won't go over the scores.
You guys can take a look at this document. I think you got it, but I am going to go over the examples here. So let's take a look at low score versus high score again.
So let's start with a low score this time. Most HVAC companies run the same ad, same stock photo of a van. Same 24 -hour service headline.
We stopped doing that in 2022. Here's what we tested instead and what actually made the phone ring. It's a score.
It's not bad. Specific to one industry. That's good.
Calls out a specific bad practice. Marks a specific turning point. A competitor could not steal this word for word.
But it's missing. Actually, I have these backwards. Sorry, guys.
This one is actually the high and the other one's the low. That's what I get for typing too fast. That's actually high, right?
Most HVAC companies run the same ad, same stock photo of the van, same 24 -hour service headline. We stopped doing that in 2022. Score should be nine out of 10.
Specific to one industry, calls out specific bad practices, marks a specific turning point 2022. A competitor could not steal this word for word. Make sense?
Yep. Oh yeah, we do want a low score. Sorry, that's right.
Good catch. See, this is why I do all my work in the morning, guys. I am like.
By noon, everyone's like, can we have workshops in the afternoon? I'm like, y 'all, sometimes afternoon is not good for me. So high score.
Content is king. If you want to grow your business in 2025, you need to show up consistently and lead with value. Your audience is watching and they want to connect with the real you.
Score nine out of 10. Content is king. Has been said since 2010.
How many times have you guys heard the term, we're in a trust recession right now? That term has been used over and over again over the last couple of years. Show up consistently applies to every single person.
Lead with value says nothing concrete. Every competitor in every niche could post this tomorrow. So you want this score to be as low as possible.
We want demonstrated. expertise to be as high as possible, and we want this one to be low, okay?
Here's the thing. If you don't know your competitors yet, use this test. Read each sentence and ask yourself, could this be a motivational poster in a dentist's waiting room?
I always love that example. Examples of abstract sentences. Show up consistently, and the results will follow.
Your audience wants to connect with the real you. Lead with value, and the sales will come. The fix is always the same, okay?
You want to add a number, add a name, add a specific moment, turn the floating sentence into something that you could only say. Make sense? Cool.
Assumption. Another one that we want this score to be super, super low, okay? Assumption.
This is actually the most invisible variable of them all. Expertise and abstraction are about the words that you use. Assumption is about the order that you use them in.
And that's why it's hardest one to see, okay? So let's break down what it is versus what it isn't, okay? So assumption is asking for action before trust is established.
What do we all know and love about that? Well, those are sales ads, right? That's why a lot of...
Sometimes people get turned off by your content if it's just a pitch. Writing like the viewer already believes you're qualified. Starting at step five when the viewer just arrived at step one.
Pitching the freebie before proving why it's worth having. That is a huge one here, and we're going to talk a lot more about that. Using insider language the viewer doesn't speak yet, okay?
So that is assuming that the viewer knows exactly the value that we provide. Just because all of you guys are in the internet marketing space, I should not assume that you know what a sales funnel is, right? That's dangerous.
What isn't assumption? Arrogance. Most beginners aren't being arrogant.
A confidence problem. It's a sequencing problem. How many of you guys on this call I have told you before, you don't have a numbers problem, you have a sequencing problem?
I tell that to my clients all the time. You're doing all of the right things. You're just doing them in the wrong sequence.
That's exactly what this is right here, right? It isn't about how much you know. It's about when you actually share it.
It's not fixed by being humble. It's fixed by earning the ask first. That is what Alex Harmozy did.
He earned the ask that he used for his webinar three years into the making, right? So here's one diagnostic question that you can ask yourself to see if your assumption is too high on your content or if it's where it needs to be. Have I given this viewer a single reason to trust me before I ask them to do something?
It's very important. This is one of my favorite things to teach, especially with my private clients, because most of my private clients come from the direct response space. And what is a lot of direct response?
It's a lot about asking for the sale. Direct response. So let's talk about where assumption hides.
We're going to go just a little bit deeper. In nine out of 10 weak reels, assumption is hiding in one of exactly two places. It's either going to be in the first sentence or it's going to be in the CTA.
The CTA, we're typically asking for people to drop a line below to get the free thing. And so we want to make sure that we're building the trust. first.
Okay. So we need to be clear. We need to demonstrate expertise.
Okay. It's huge. And then the ask becomes, the ask comes before the viewer has any reason to respond.
Assumption is high and nobody comments. That's what's happening to a lot of you guys. You're assuming things about your audience and that's why they're not responding.
Okay. So let's actually go through these two examples, low score versus high score. Remember again, we want low.
Before I show you this strategy, when I first tried to get clients with reels, I got zero comments, zero DMs. I posted for six weeks and nothing moved. So I went back and figured out exactly what was wrong.
And here's what I found. It's really good, right? It's very specific.
It meets the viewer exactly where they are right now. Admits failure first before claiming success. Doesn't ask for anything before giving a reason to stay.
Vulnerability does the trust building work automatically. Remember how I was telling you guys to share some of your failures? That is automatically going to build trust with your audience.
Here's what to avoid, right? Ready to get more clients with reels? Drop clients in the comments and I'll send you my free guide to blowing up your reach and turning followers into buyers.
How many of you guys would think that that's a good one though? But a lot of you guys, that's what you're doing. You're being very vague.
Ready to get more clients with reels? Drop clients in the comments and I'll send you my free guide blowing up your reach and turning followers into buyers. right?
First word, ask the viewer to be ready. They're not yet. I don't even fucking know you.
No story, no result, no proof, no moment of connection. Blowing up your reach is borrowed from every single other person. And the ask comes in the first sentence before any trust at all.
Make sense? Is this resonating with everybody? Notice how I did that?
Yes. Cool. CTA comes last every time until the trust is preloaded.
Trust first, ask second. Yep. Cool.
All right. I actually went through all of my client stuff, and I had Claude organize them into some that are a little bit more tangible versus intangible. So we'll go over some five niches, and we'll score them in real time.
Weak version. Come experience the best food in town. You deserve a great meal.
Follow us for daily specials. How many restaurants you see online do that? Right?
Yeah. But check this out. We sold out our short rib pasta four Fridays in a row.
Ooh, I'm intrigued. What the heck is a short rib pasta, right? People are driving 45 minutes for it.
Here's what's in it that no one else is doing. Comment menu and I'll send you the behind the scenes plus our three most talked about dishes. It's pretty freaking good.
See the difference though? Very specific, right?
Luxury real estate, Biloxi. It's where my beach house is, my realtor. Weak version, but we see this all the time, realtors.
Looking to buy luxury real estate in Biloxi? I'd love to help you find your dream home. DM me today.
Right? I've closed three waterfront properties on the back bay in the last 90 days. Every single buyer asked me the same question about flood insurance that their previous agent got wrong.
Ooh, automatically you have my attention. Here's the actual answer. Comment Biloxi and I'll send you the full buyer's guide.
I give every client in this market. See the difference? Let's see.
Jen says, what's your opinion on signature series that are becoming super popular? I created one. I don't know.
I don't know the context that you're asking in the context of this conversation.
Let's see. Video marketing agency. Weak version.
Video is the future of marketing. If you're not using video, you're leaving money on the table. Let's chat.
You would think that people would automatically know why that doesn't work, but I still edit ad accounts and I'm like, what the hell? What are you doing? Strong version.
We shot a 47 second video for a local HVAC company last March. No actors, no studio, iPhone and a ring light. It generated 19 inbound calls in the first week.
Here's exactly what we said in the first three seconds. Comment script and I'll send you the framework we use for every local service based business. Very specific, right?
And don't worry. I'm going to give you guys the prompt so that you can score all of your content. After this workshop, you guys will have this document.
I'm going to drop it in the chat for you guys. Then you guys can go play with your content and figure out what exactly needs to fix. It's going to score it for you.
Yeah. Dang. Wendy said, dang, that one is good.
Yeah. This is why people pay me the big bucks.
But you guys can probably kind of see why I don't teach this publicly because it is very high. It's high level. Like people see like big words and they're like, eh.
E -commerce, dog toys. Your dog deserves the best. Our toys are durable, safe, and fun.
Come look at our store. I've got a dog and I don't want to go look at the store. However.
And this is why I like getting clients that I'm their ideal client because I'm better at coming up with shit when I'm the ideal client. We sent our tug rope toy to 12 dogs that had destroyed every toy their owners ever bought them. 11 of 12 still have it three months later.
Here's what we'll make it with most brands won't pay for. Comment tug test and I'll send you our full breakdown plus a recommendation based on your dog's size and chew style. That's good, huh?
But you see, like, how many of you guys have a dog that tears up every single one of their toys and you're like, fuck, right?
Boudoir photography. I get a lot of boudoir photographers here, so I pulled some of my best boudoir stuff. Every woman deserves to feel beautiful.
I create empowering photos that celebrate you. Book your session today. And I'm not picking on, like, but that's basically when boudoir photographers come to me, that's the type of stuff they're running.
The stuff that really resonates. My client cried in the car before her session. She almost didn't come in.
These photos ended up being the one she sent her husband on the anniversary. She said it was the first time in 11 years she felt like herself again. Comment, ready, and I'll send you the guide.
I give every woman before she walks in the door. Pretty powerful, huh?
Let's see. Clara says, do you still recommend posting the hook on the reel in the strong versions? Does that mean it's the first sentence?
Yeah. You're whenever. I'll save that for when I go over the template.
I'll tell you guys exactly how we do it. And so here's just kind of comparing some of the scores.
So I gave you guys a little if this, then that thing, what to fix and in what order. Is demonstrated expertise above seven? No.
Fix the expertise first. Always rewrite line two before touching anything else. Is abstraction below three?
No. Find the generic words. Is assumption below three?
No. Blah, blah, blah. Fix.
You guys get it.
Let's see. Colleen says, the weak versions are all about the company. Here's why I do buy now, not what they can do for their customer.
Absolutely. There's a really great book written by Joe Polish. I recommend everyone read it.
It's called What's In It For Them. It's a great book. The rule that cannot be broken.
Fix the numerator first. Always. You cannot divide your way to a high score with a weak numerator.
Expertise is the engine. Even if you don't do anything else, the expertise will get you where you want to go. Okay, so this is what it looks like.
The five line real template. So if we break this down, and don't worry, the prompt is going to help you write this. It's going to ask you questions.
It's going to write them for you. But again, you have to understand where this stuff is all coming from. Otherwise, you're just running a prompt blindly.
So five lines every time the equation is baked into the structure so you cannot accidentally skip the numerator. Okay, so line. First, pattern interrupt.
Call exactly who this is for and the specific problem they're in right now. If you are blank and struggling with blank, it's kind of boring, but it still works. It's a tried and true framework.
I like the second one, and that's why I put this one in. Most specific person do the wrong thing. Here's what's actually happening.
I like that one better, but both still work. Let's see, Romesh says, is there a difference for reels that are risk -focused? Most reels seem to be short -term benefit -based, not risk.
I'm not sure what you're asking. Not enough context there. Line number two, this is where you're going to demonstrate your expertise.
This is your numerator, the specific result, the specific story, the specific number, and build everything else around this line. As a matter of fact, one of the things that I learned by working in television and taking copywriting courses is write this before you write anything else.
Write line number two. Demonstrate your expertise first because it's easier to build everything around it. So if you write this part, if you're handwriting or Claude breaks down and you have to act like a peasant for a day like I had to the other day and handwrite copy for people, start with this.
I always start with line two because it's easier to build a narrative around. your expertise. Line number three, there's your teaching moment.
Keep abstraction as close to a zero as possible, right? Connect what they learn to what they need next. One sentence, make the freebie the obvious next step.
If you want blank, the specific next step that builds on what they just learned, or now that you understand specific thing, the next thing you need is specific thing the freebie gives them. Then line, you could say comment, Drive, prefer drop a line below and I'll send it to you.
Line two cannot be skipped ever. That's the numerator. That's the demonstrated expertise.
That's the only reason anyone comments. Everything else can just be adjusted. Line two is non -negotiable, okay?
So I have some examples. Build order, start at line two, not at line one. I like to start here.
Write your story first. Then we're on line one, then three. This is the order that I write.
I've been doing, I've been copywriting since 2002 and I've always, in my world, this is like kind of like the promise of value.
So let's take a look at some examples of what this looks like.
Boudoir photography. If you've ever thought about doing a boudoir session but talked yourself out of it before you even picked up the phone, this is for you. One of my clients sat in the parking lot for 20 minutes before her session.
She almost drove home. Those photos ended up being the ones she said finally made her feel like herself again after 11 years. Here's what I've learned after photographing over 200 people, or women.
The fear before the session is never really about the photos. It's about whether you're going to feel stupid for trying. My job starts before you ever walk in the door.
If you want to know exactly what to expect before a session so the fear doesn't win again, comment ready and I'll send you the guide. I give every single woman before she comes in. I've got four of my clients running this exact same reel, four different women running the exact same reel, making lots of appointments.
Why did it work? Specific client journey, specific emotional moment, specific timeframe. Remember, that's that S word again, specific, specific, specific.
Abstraction, every sentence is specific to this experience. No competitor could steal a single line. It's that photographer's story.
The story addresses the exact fear before the CTA arrives. So the trust is actually earned before the CTA. How many of you guys have already figured out, oh man, I know what I've been doing wrong when it comes to these reels?
And then I have this real writing prompt for you guys. All you need to do is just paste this entire thing and it's going to interview you one line at a time. And you could also ask it to, if you give it some of your transcripts, you could even ask it to score.
And I'm going to just give this to you guys.
And I. Had my teaching document out so that I could leave some room for some Q &A because sometimes when I don't have a teaching document, I tend to go over time. So I left time for if anyone has any questions.
Was this helpful? That's the main thing. I want to make sure that I'm always being helpful and avoiding doing anything that would overwhelm, right?
Let's see, Luthia says the same reel the test earlier had us make sure our competitors couldn't post it word for word. How similar are they? Just the framework.
Yeah. Well, they have their own story. You get what I'm saying?
So it's their own story. It's their own demonstrated expertise that makes it specific to them. Because I would assume that a lot of boudoir photographers.
because I've worked with a lot of them. I've worked with over two dozen boudoir photographers over the last eight years. And a lot of them have the same stories over and over again.
And so it's just, it's honestly like when you can demonstrate your own expertise, remember, they're only looking for two things. Are you competent? And do you actually do the thing that you say that you do?
I can easily, whenever I get lean on Laurel applications, I actually have those two things baked into the intake form very stealth. I know immediately when I'm getting a quote fake expert apply for my program. I can immediately buy those two things by strategically working this into my intake form.
What I would recommend you guys do is I'm going to give you guys the replay. Download the YouTube transcript. Give it to Claude.
Give it this sheet that I'm giving you guys. Give it to Claude. And just have your own Claude project.
And this project will keep learning and getting better and better and better. Cool? Giving you guys one of my secret strategies here, y 'all.
I'm telling y 'all, I've never shared this with anyone. My Lean on Laurel students don't even have this.
Matt, I'm going to allow you guys to unmute yourself. And we've got about 15 minutes to jam until my momentum crew call in about 20 minutes or so. Mr.
Matt, how are you? Good. This is so helpful, by the way.
Really, really helpful. I'm going to go through all my ads now and score them and probably reshoot a bunch of them. I guess my question is like, This seems like mostly power content, right?
Well, these are your reels for your conversion multipliers, but as we're going to talk about power content on the next call, this is the exact same test that I run all of my power content through. Okay. Because remember, at the end of the day, your viewers are only looking for two things.
One, is Matt competent? And two, does Matt actually do what he says he do? Right?
So I can run this as a DM funnel too if I wanted to. Well, that's what we were talking about today specifically was a DM funnel, yeah. Like that's why people aren't asking, like if anyone's wondering why you think you have the best freebie in the world, it's not the freebie that's the problem.
It's they don't think you're competent or they don't believe that you're a true expert. And so that is why it's important that every single piece of content proves we're competent and demonstrates our expertise. Hell yeah.
Thank you. Yep, absolutely. And that is 100 % the problem.
Like with so many people, have you guys ever like seen or like these free tip videos and you're just like, this person does not know shit. They're just like copying someone else. Like I see it all the time and then I'm like, this has no substance.
It's why, it's because they don't understand that copying someone else's content, they don't understand why the content works and so they copy it. And that's why you can't, you can't look at my reels and be like, well, Laurel did this.
So I'm going to go do this because it must work. I've been building my audience for eight years. I can post a Vegas offer and it's going to convert.
Right. And so that's why it's important that everyone understands the context of why everyone is selling you guys, you know, seven figure reels and, you know, swipe my reels that, you know, grew my blah, blah, blah. Like a lot of it doesn't work because it's missing the context that actually makes them work.
miss wendy hey laurel thank you so much for this absolutely um question you spoke um this is so helpful so when i i'm new so i'm still trying to process um welcome we're happy to have you is this your first call is this your first call it's my second you're second my second welcome so i got these three power videos uh power content videos up um and My question is, is it okay if we're most comfortable with talking head stuff and it just feels like that is the easiest for me to pump out?
Can we use this and always do that? Or are you? 100%.
Okay, so no need to diversify. Like some B -roll, I do have an existing audience. I don't think I have any B -roll edited in.
I do B -roll reels, but I don't edit my videos. Even though I've got Hemi Awards for like, my stuff that i've done in television all of my videos that are that do the best have been shot i'm not even using the fancy camera right now like i've got dslrs all over my office and yet like so you can see my big setup i shoot most of my stuff here because this is the thing that converts better yeah so just don't overthink it if i do a b -roll just um use the same uh thing that you we learned today but just put the words on the screen don't ever think it if that feels easy and talking head what you do i love what you just said you said don't overthink it that's exactly like i don't even edit stuff out like if i mess up in my content like the other day i said something wrong like in the very first line most people would have just like stopped recording and i was like oh i didn't have my coffee this morning and i said it again and people were like that was so real i would have i'm like yeah like
no one cares like we care more about our content than other people okay okay amazing and those of us who are new so we got the power content and then the next step don't worry about it until we just have a few weeks of doing these everyday five dollar a day videos and then worry about the next step right well i would i would i would go through the core machine as fast as you can get it all set up and running like every like most like probably If I had to guess, just judging by like the room, because I know a lot of you guys, and that's why I love when you guys show up constantly.
Most of you guys don't even have to leave the core machine. Like you can get to 60, 70K a month without leaving the core machine part of the program. Okay.
I'll go back and watch it again. I, for some reason get confused about like the difference between the power content, then the conveyor belt and then the conversion multipliers. But I, I think I just have to watch it a few times over and over.
Um, how many, how many times it took them to watch, to watch the training. I'm probably sure a couple of people. And that's why, like, I do a lot of the same trainings over and over again, because it is what we do in this program is a very.
simple, but really advanced way to market. And so sometimes it takes a little bit to wrap your head around it. And you have to remember, I've been advertising since 2002.
I know I just aged myself. I'm about to be 44 this month, y 'all. I'm getting old.
And I've been doing this a long time. And so all of the stuff that I'm teaching you guys has been things that it has taken me decades to actually really absorb. I'm still learning every single day.
I was on a call with Dan. for yesterday which by the way we're doing a project together um and we were literally like talking about all of the same stuff like i learn so many things even from someone you know who hasn't been around maybe as long as i have in the actual like advertising space but i learn from dan henry all the time so oh someone said i look pretty today i'm sweating because like i forgot to put the ac in my office and it's hot in the it's hot here in the south Yeah, you're very welcome, Wendy.
Glad to have you. Romesh, my man. Hey, how are you?
Oh, you're on mute.
And then you disappeared. I lost you in the Brady Bunch view. There you are.
No, no. There you are. Again, incredible session.
So gracious and so thankful for you. So the question I had was, for lawyers and insurance advisors, we are selling. the value that we're selling is risk, right?
Or risk avoidance, right? Yes, yes. But all of the examples you've shown are basically like what benefits focus, like photography, blah, blah, the very short -term piece.
And I think one of the challenges I've seen in my sort of like ad metrics is around, they don't have a good capacity. Like, look, I don't care about the thing one, two years from now, because that's never going to happen to me. How do I...
navigate that area. That's literally what you sell. Risk removal is what you sell.
I'll explain something. I saw some piece of content the other day and I sat there and I was like, oh my god, this guy actually knows what he talks about. He's a lawyer that specifically worked with solopreneurs.
I sat there and I watched two or three of his videos. Hopefully I get retargeted because I can't remember what his name was. But he was talking about a problem that we actually just had where we acquired a whole bunch of properties that I inherited.
And I didn't know how to properly like separate them because like I have like my business and then I have my my residential properties and then I've got my other houses and then I've got everything. And he was actually drawing on the whiteboard like here's if you're a business owner, this is the risk. But.
Don't be scared by that because here's how you actually fix it. And I was like, oh, this is so good. Like he, he just like sat there and, but he was speaking, but you see how he was like being, he was speaking to me like solopreneur, you know, several properties, business structure, all of this needs to be different.
Remember how I told you guys, the more specific you are, the more numbers, the more like the more proof, the higher probability that I'm going to resonate with your piece of content. I like to go with people who are empowered versus in pain because when you market with pain, you attract people in pain and people in pain, they, they are, they are the worst people to work with and they're desperate and they're, they're, they're just, yeah.
So that's why I like to market, like, especially in your case, Ramesh, I would, I would, I would take a more empowered than, you know, than scary.
So the data feed my brand guidelines. So this is perfect. So thank you.
Yeah, absolutely. Yeah. So Wendy said, can you say that again?
Absolutely. It's one of my favorite things to talk about. Always like market, like don't market with pain, right?
Like I know that like there's all these copywriting frameworks and I get it. Agitate the pain, make them feel the pain. I like to make my audience feel empowered versus make them feel bad about themselves or their situation.
Like I always want to market on hope. And so, and actually Joel Irway and I just talked about this on the last, as a matter of fact, if you guys don't follow Joel Irway's YouTube channel, every Monday, him and I jam on marketing. And we just talked about this in the last episode is that when you market with pain, you attract people in pain and they're the worst clients and they don't pay because most of them don't have money.
You want to work with people who have a problem that they're activated to fix it. They're activated to fix it. Right.
So instead of marketing from the fact that, hey, you've got 20 pounds to lose, that marketing message is going to attract a lot of tire kickers. But if you market based on empowering them, right, look, you're a successful AF. You've got everything together in your life.
You've got the wealth. You've got the gorgeous girl on your arm. But the one thing that over the last couple of years has kept you stuck is.
your what your health right and so you see how it's a little bit more empowering it's like yeah you're successful af in every aspect of your life and we're going to help you figure this one thing out so that would be an example versus marketing based upon pain yeah and most of the people who are in pain too they're looking for a shortcut they're going to want a shortcut they're not going to want to do the work because they're so they're so far like off from where they need to be they're just they're just they're just trying they're just paying expert after expert after expert for the shortcut and and we all know there's not david says that was gold for me yeah david's in the david's in the fitness space yeah shamel is that how you say your name did i say that correct that is correct awesome my first time here hey everyone welcome glad to have you Thank you.
I'm so happy to be here. So although it's my first time here, I have been a $7 member for a while, right? Similar story.
But listen, from top to bottom, excellent, excellent training. Thank you so much. And I think you even answered my question with this last gem you just dropped about marketing, about paying, but I'll still ask it anyway.
Because you said about, you've been building your audience for eight years. And so now you can drop, anything.
And it kind of converts. Well, I'm not quite kind of seeing that I've been building my audience for about eight to 10 years. I am a used car dealer coach.
So I'm a used car dealer, right? I love that. Yes, I love it.
That's something I don't hear every day. I know. Right.
So, you know, it's actually a very popular career, you know, to just open like a small dealership. And so I help people to do that. And My question is like, yes, why are my offers not necessarily converting like I would like them to if you have anything to say?
So when you say it's not converting, define not converting. What is the KPI that you're hoping to achieve versus the KPI that you're getting? So I am looking for more strategy sessions scheduled.
like the last couple of months really have had few so my strategy sessions it feels like I'm my my interaction is kind of declining lately is that so how many how many calls are you getting versus that you want I'm getting about maybe uh three to five calls a week and I want 20 okay um Do me a favor. I know the Ask Laurel thread is closed, but Monday, whenever we post the next one, post me your funnel numbers and your links to your funnel pages, and I'll take a look at it for you.
Okay, thank you. You're very welcome. I'll run a constraint analysis on it for you.
Okay, thanks so much. Yeah, you're very welcome. Ana, take us into the next call.
Jen, I'll try to get to you.
Hi, I miss you, girl. I miss you, too. Thank gosh.
We got your your your your your little shot glass that you gave me is like I know you can't see it, but it's right there on the shelf. Yeah. I have a quick question.
So I'm running the five star community summit again. OK, easier. It's going to be focused event edition.
This time I want to run ads to it. So I don't have a huge budget, but I'm going to start running ads myself until I get the sponsors to pitch. OK.
um i was thinking that i could use this framework but like focus it on each speaker on their expertise yes 100 yeah is it okay that i i i present the speakers and then like have the their like preview on the background or you absolutely you absolutely should like um yeah like it it's it's like one of those things like um I used to play in a band, and I would use Facebook ads and stuff to promote my band shows.
And what the bookers always loved about me is I never promoted my own band. to my audience i always promoted the other people on the bill because my audience already knows what i what my band sounded like and bookers were like that is such a great way to think of stuff because most bands are like come see us play and i was like pushing the the comp you know like pushing the other bands on the bill and so it's kind of a similar thing right like with with events it's not about you it's about what's being presented it's the whole show right and so the more that you can demonstrate everyone's competency and demonstrate that they actually do what they do it'll it'll be it'll be effective and like a like putting myself in like a green screen on the back and like saying those things about them 100 and curiosity showing one bonus tip is if you can show authority So like, let's say you have a speaker that has a picture with Alex Hormozy be like, hey, by the way, this, you know, this girl hangs out with, you know, some of the best and she's going to be on stage.
And here's why you need, you know, like be very specific against specific. What has she done? What's her expertise?
But then as a bonus, if there's a way to show authority, maybe she's written a book and you have a picture of her with a book, you know, so that would be that would be a little bit of extra that I would that I would pop in there if you're the one that's having to prove their expertise. Yeah. I will do that.
Yeah, because I don't want them to have more work. You know how I am with my speakers. The less work, the better.
I know. That's why you're the only one I'll do a virtual event for.
Okay, thank you. Jennifer, you got one minute. I can ask it on your next call.
I'm in your momentum too. So if you want, I could wait. We could go ahead and I'll wrap up with you.
Okay, so I'm brand new. So hi. Welcome.
Thank you. I started running my first power content ads about three, maybe almost a month ago now. Okay.
So I'm running power content. I'm running conveyor belt. Okay.
I'm sort of like, so I guess I should preface it with, I don't have a lot of patients. So this is really, that's the problem.
I guess that's kind of my question is like, how long, like, should I be doing something different? Like I just am letting my power. Let me, let me reframe your question that I think is going to help.
How would you, how would you treat organic marketing?
What do you mean? Like, would you be more patient with organic marketing? Um, I mean, no.
I don't know. I mean, that's the other question I have too. Like, should I be doing organic marketing alongside of these ads as well?
Well, I mean, so the way, so the way that I look at my ecosystem is it's organic money. It's organic content with money on it. So anything that I'm doing ads wise first gets done organically.
And then I use money to accelerate the reach of that organic content. So at the end of the day, my ecosystem is just an organic. content ecosystem where we're just throwing $5 here and $5 here to get it pushed in front of more people so that we could grow our audience faster.
Okay. So I should be posting these things organically and then boosting them. That's what I do.
And if you go through the core machine, there's loom videos of how I do it and how I utilize my personal profile versus my business page versus Instagram. So it's all there. Okay.
Okay. Thank you. No, that's a really great question.
At the end of the day, guys, it takes patience. There are some ways, and I'll end the call with this, there are ways that you can accelerate the process. Go and hang out in person with your ideal clients.
That will speed up the process. Whenever I first started, I was in Phoenix, Arizona, and I would go to all these networking events, and I would go to the speaker events, and I'm like, look, I put together a five -minute presentation that teaches people how to run a $5 ad. Can I open the speaking?
event tonight. And no one ever said no. Like that's the way I always like, think of like accelerants, right?
Using Facebook groups, being value. Like one of the things I'll do is I'll go to a Facebook group and I searched the term Facebook ads and I just go and I answer every single question of people who are asking about Facebook ads, not just any question in the group specifically about Facebook ads. And I'm writing like long fricking novels because what happens, they come to my profile and my profile is optimized.
And one more tip, do the five -second test. Everyone go to your Facebook profile right now. And in five seconds, would someone be able to know exactly what you do and what problem you solve?
If not, you need to fix that because that is key. But those are two ways to accelerate this entire process because when I go to events, I don't put an opt -in. What do you guys think I do?
And I'll wrap and go to momentum. Whenever I'm at, and if you've ever watched me speak, don't say anything. Everyone always is like, go to www and download the free thing, right?
What do you think I do?
I make a post on Instagram. And it's a two -step. Do you want the free resource that I'm going?
Go to the last post I did of me speaking on stage from this event and comment the word blah, blah, blah. And then everyone else that's at the event, they get put on an email list that they don't really get interaction. The last event I spoke at, I had 200 people.
the indirect content with that turned into clients because I had a conversation with them versus putting them on an email list. But to summarize, what did I do there? We've been talking about this the whole call.
Did y 'all catch that?
I demonstrated that I do the thing that I was teaching them to do. Would it have been aligned if I would have sent them to a landing page? After I'm just teaching them how to conversations are the fastest path to cash, right?
So anytime I'm speaking, I'm always making a post on Instagram and making go people go comment for the free resources that I spoke about. So that was a little extra bonus for you guys. But hopefully you guys got a lot of, yeah, demonstrate expertise.
Y 'all nailed it. I will see you guys on the Momentum call for those of you guys who are in Momentum. And for those of you guys who want to join Momentum, I think we probably have some spots if the checkout still works.
It's adswithaurel .com slash Momentum. And I'll see you guys on the next call. Love you guys.
The Hook
The bait, then the rug-pull.
Laurel Portié opens by admitting she's never taught this outside private clients: a single equation, resonance equals demonstrated expertise divided by abstraction plus assumption, that scores exactly why a reel isn't getting comments and which line to fix first.
Frameworks
Named ideas worth stealing.
05:00concept
Content Resonance Equation
Resonance = Demonstrated Expertise / (Abstraction + Assumption); score any piece of content 1-10 on each variable to diagnose exactly why it isn't converting.
Steal fora content-scoring rubric or Claude prompt for reviewing reels or ads before posting
34:53list
Five-Line Reel Template
Pattern interrupt naming who this is for and their specific problem
Demonstrated expertise: specific result, story, number
Teaching moment connecting to the next step
Bridge to the freebie as the obvious next step
The ask (comment a keyword / drop a line)
A fixed five-line structure that guarantees the expertise line, the numerator, can't be skipped.
Steal forany reel or carousel script that ends in a comment-to-DM CTA
CTA Breakdown
How they asked for the click.
VERBAL ASK
1:02:00product
“It's adswithlaurel.com slash Momentum. And I'll see you guys on the next call.”
A single soft mention at the very end of a 62-minute free training, after already reciprocating with a full whitepaper and Claude prompt mid-session, rather than a hard pitch.
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A live Momentum mastermind pitch call where Laurel Portié draws her invisible-list-and-conveyor-belt retargeting system on an iPad whiteboard, then fields real questions from her own paying students.
A live Zoom training on turning boosted posts into a system that keeps cold traffic moving through four content angles until strangers are ready to buy.
A live Zoom training where Laurel Portié renames her go-to retargeting sequence and rebuilds the pitch around one number: only 2-3% of any audience is ready to buy today.
A live coaching call breaks down the three-part content system Laurel Portié runs behind every funnel, and why most people quit it before the 62-day buying cycle pays off.
A 110-minute live training on turning $5-a-day video ads into a list-building machine, using a resonance score, a "content bible," and a real client's year of $500/month compounding into $25,700.
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