25:18Matthew Larsen · Tutorial
The Exact System to Get Your First Client With Paid Ads
A marketer live-builds the entire funnel, offer, ad, landing page, and VSL opening, needed to land a first paid-ads client, in real time.
September 3rdThe argument in one line.
Treating industry, ICP, offer, messaging, funnel, proof, ads, and content as separately scoreable pieces exposes specific leaks that a single "it's working, so who cares" verdict would hide.
Read if. Skip if.
READ IF YOU ARE…
- You run paid ads or a sales funnel and want a concrete checklist for auditing your own above-the-fold page, VSL, application flow, and thank-you page.
- You sell a high-ticket service or workshop and need language for why industry and ICP selection matter more than the offer itself.
- You manage or advise a small agency and want a repeatable, numeric framework for diagnosing a client's funnel section by section.
- You're building or scaling Meta video ad creative and want a specific formula for what needs to happen in the first 5 and 15 seconds.
SKIP IF…
- You want a fast highlight reel - this is nearly three hours of real-time, unedited screen-share with a lot of live scoring and re-scoring.
- You're looking for e-commerce-specific advice - every principle here is built around a B2B, service-business, cold-traffic funnel.
The full version, fast.
Matthew Larsen picks an Australian company selling a two-day, in-person Meta-ads training workshop and audits its entire marketing system live, unscripted, for three hours. Using a fixed 1-to-5 scoring rubric, he works through industry fit, ICP, offer design, messaging, the full funnel (sales page, VSL, booking flow, thank-you page), proof, paid ad creative, content across five platforms, activation points, and search presence. The business scores near-perfect on industry match, ICP targeting, offer design, and ad messaging, but leaks conversions through a weak above-the-fold sales page, an under-built Facebook and LinkedIn presence, and no activation points to re-engage cold leads. He closes with five ranked, specific fixes and a short list of what to leave exactly alone.
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00:00 – 05:41
01 · Introduction and Disclaimer
Matthew explains why he does unscripted, unedited 3-hour audits instead of polished 10-minute takedowns, and introduces the subject: an Australian company selling a 2-day in-person workshop that teaches small business owners to run their own Meta ads.
05:41 – 13:32
02 · Learning About the Business
First pass through the business's website, sales page, application/booking flow, thank-you page, founder's social profiles, and search results to get the full picture before auditing any single piece.
13:32 – 23:07
03 · Industry
Scores the small-business-owner industry on a 6-part rubric (customer LTV, ease of reach, market size, pain, spending power, market growth) and lands on 24/30, calling the industry-ICP-offer match a 5/5 in execution.
23:07 – 30:01
04 · ICP
Narrows the ideal customer to founders and owners aged 35-54 running $1M-3M service businesses in the US or Australia, and scores the business's own targeting a 5/5.
30:01 – 44:54
05 · Offer
Runs the two-day done-with-you workshop through an 11-point offer checklist - cold-traffic readiness, urgency, obvious value, CAC math, risk reversal, longevity - and scores it 52/55, a near-perfect offer for this ICP.
44:54 – 1:02:21
06 · Messaging
Pulls a dozen distinct ad angles from the Meta Ad Library and shows how each one speaks to a different circumstance of the same ICP - burned by agencies, tried it alone, wants control - scoring the overall messaging 5/5.
1:02:21 – 1:47:11
07 · Funnel (Sales Page, VSL, Booking, Thank-You)
The longest section: the above-the-fold sales page scores just 2/5 for a missing banner, weak social proof, and a muddled headline, despite a strong VSL, a well-built booking page, and a thank-you page that under-uses its own good FAQ content.
1:47:11 – 1:55:14
08 · Proof
An overwhelming, borderline-uncountable volume of screenshots and video testimonials earns a 4/5 - held back only by zero logos, zero formal case studies, and no third-party review sites.
1:55:14 – 2:11:24
09 · Paid Ads
Walks several of the top-spending video ads against a checklist - offer clear in 1 second, proof in 5, second proof in 15 - and finds the messaging 'perfect' but proof arriving too late, landing a 4/5.
2:11:24 – 2:42:37
10 · Content Strategy
Platform-by-platform audit: Instagram scores a strong 4, Facebook a weak 2 despite driving a meaningful share of ad spend, LinkedIn and Twitter are near-empty, and YouTube is close to elite thanks to one 12-hour, 121K-view long-form course.
2:42:37 – 2:45:25
11 · Activation Points
No visible newsletter, community, webinar, or lead magnet to re-engage cold leads sitting in the CRM - scored a 2, with a note that fixing it alone could 'win back millions.'
2:45:25 – 2:50:44
12 · Search Results
Googling the founder and the company surfaces press hits and podcast guest spots but almost no owned assets or third-party reviews to control the narrative - scored a 2.
2:50:44 – 2:57:49
13 · Top Five Action Steps
Closes with five ranked fixes - fix the above-the-fold, unify branding, get third-party reviews, build activation points, front-load proof in ads - plus a short list of what to keep doing exactly as-is.
Lines worth screenshotting.
- The same offer sold to a high-LTV industry and a low-LTV industry can be the difference between a profitable business and one that barely breaks even.
- Industry and ICP are different things: industry is the broad category you serve, ICP is the specific person you'd actually get on a sales call.
- A landing page's above-the-fold section deserves its own audit, since a large share of visitors never scroll past it.
- Ad quality needs to improve by roughly the same multiple as ad spend, because scaling reaches progressively less-qualified audiences.
- A cold-traffic B2B video ad should make the offer and ICP clear within 1 second, show proof within 5 seconds, and fully explain the offer by 15 seconds.
- Congruency between an ad, its landing page, its VSL, and its thank-you page compounds - break it at any step and you leak trust.
- A funnel can convert extremely well in spite of a weak page, not because of it - strong volume doesn't prove every piece is optimized.
- Diversify proof types deliberately: video testimonials, written testimonials, screenshots, logos, formal case studies, and third-party reviews each read as a different trust signal.
- A thank-you page that prompts a reply to the confirmation text and the calendar invite measurably raises show-up rates for booked calls.
- Posting different topics on the same channel confuses the algorithm's targeting and breaks the audience's expectation of what they subscribed for.
- A simple filter for content quality: would someone pay $5 for this, and is there something actionable they can do with it within 24 hours?
- An offer's price has to clear cost-per-call-booked divided by show rate divided by close rate, or the acquisition math never works no matter how good the offer is.
- Neglecting a lower-priority platform still costs money when it's still receiving a meaningful share of ad-driven profile clicks.
- A CRM full of interested-but-never-booked leads is a re-activation opportunity, not a dead end - the traffic is already paid for.
- Assume a real share of ad-clickers will Google the business before buying; an empty or unclaimed search presence hands the narrative to whatever else ranks.
- In-market demand - people actively searching for your exact solution - is a finite pool that eventually requires out-of-market messaging angles to keep scaling.
- Being visually or verbally distinctive is a real advantage in paid ads because it helps an ad get noticed before the offer even registers.
Every Funnel Layer Needs Its Own Audit
THE AUDIT RUBRIC
A business can nail its industry, ICP, offer, messaging, and ads and still leave money on the table because its landing page, branding, or lead-reactivation never got the same scrutiny.
03Industry
- Industry matters more than offer: the same service sold to a high-LTV industry versus a low-LTV one can be the difference between profitable and merely break-even.
- Score a market on six axes - customer LTV, how easily you can reach them, total market size, how painful the problem is, spending power relative to price, and whether the market is growing - before committing to it.
- A market with wildly different sub-segment LTVs can still score well overall if the highest-LTV segment is large enough to drag the average up.
04ICP
- Industry and ICP are not the same thing: industry is the broad category, ICP is the specific person you'd actually get on a sales call.
- ICP characteristics should describe roughly 80% of your customer base, not every edge case - don't write a persona that tries to include the outliers.
- Growing a business by leveling up who you serve within the same industry usually beats growing by adding more volume of the same-tier customer.
05Offer
- An offer is only 'good' or 'bad' relative to a specific ICP - the same offer can be a mismatch for one audience and a near-perfect fit for another.
- Before shipping an offer, check whether it works on cold traffic without prior trust, whether the result is already understood and in demand, and whether it produces obvious value in money, time, cost, risk, or speed.
- Do the acquisition-cost math explicitly: cost per call booked divided by show rate divided by close rate gives a real CAC, and price needs enough margin above that number to stay profitable.
- An already-in-demand solution people are actively trying to fix beats a novel offer you have to educate the market to want.
06Messaging
- Messaging does more audience targeting than any setting inside an ad platform - the topic and language of your creative is what the algorithm actually uses to find your audience.
- Different price points within the same industry have different problems, circumstances, and desired outcomes - messaging written for a beginner reads as condescending to someone experienced.
- Build four or more distinct ad angles instead of relying on a single best-performing one, so a campaign isn't capped on how far it can scale.
07Funnel (Sales Page, VSL, Booking, Thank-You)
- Above-the-fold is the highest-leverage section of a sales page: a large share of visitors never scroll past it, so everything essential needs to live there without further explanation.
- Congruency compounds across every funnel step - ad, landing page, VSL, application, thank-you page should all promise and confirm the same thing, or trust leaks at each handoff.
- A funnel can convert extremely well in spite of a weak section if the offer and proof are strong enough elsewhere - that's hidden upside, not evidence the section is fine.
- A thank-you page that prompts a reply to the confirmation text and the calendar invite measurably raises show-up rates for booked calls.
08Proof
- Proof is a spectrum, not a checkbox - the goal is an overwhelming volume of it, not just having a few testimonials.
- Diversify proof types: video testimonials, written testimonials, screenshots, logos, formal case studies, and third-party review sites each read as a different, mutually reinforcing signal.
- Third-party proof is disproportionately trust-building precisely because it's harder to fake than anything on your own page.
09Paid Ads
- Ads get less efficient as you scale, because you're reaching progressively less-qualified slices of the audience - a 5x spend increase needs roughly a 5x improvement in ad quality.
- The winning formula for B2B video ads: ICP and offer clear within 1 second, first proof within 5 seconds, second proof within 15 seconds, full offer explained by 15 seconds.
- Distinctiveness is a real asset in paid ads - being memorable helps an ad get noticed even before the offer registers.
- In-market demand is a finite pool - scaling past it requires out-of-market angles that reach people who don't yet know they want what you sell.
10Content Strategy
- Post only about your one core topic - mixing topics confuses the algorithm's targeting and prevents you from ever owning a word in your category.
- Apply a simple filter to every piece of content before publishing: would someone pay $5 for it, and is there something they could act on within 24 hours?
- Neglecting a lower-priority platform is a real leak if it's still driving a meaningful share of ad-related profile clicks.
11Activation Points
- Every visitor who doesn't convert on the first pass isn't gone, they're stuck - activation points like a newsletter, webinar, or community pull a cold CRM back toward a sale.
- A large paid-traffic business without a newsletter or community is sitting on an asset gap - already-acquired leads are the cheapest audience left to re-activate.
12Search Results
- Assume a meaningful share of ad-clickers will Google the business first - an empty search presence hands the narrative to whatever else ranks.
- Set up and fill out every platform profile even if you don't actively use it, because it's the first thing a half-convinced prospect checks next.
13Top Five Action Steps
- A checklist like this turns vague 'be better at marketing' advice into ranked, specific fixes - each stated as what's wrong, why it matters, and exactly what to change.
- Every individual channel can be strong - offer, messaging, ads, proof - while the connective tissue between them is where most of the addressable upside is hiding.
Terms worth knowing.
- ICP
- Ideal Customer Profile - the specific type of person a business actually wants on a sales call, defined by traits like age, revenue, job title, and business type, distinct from the broader industry it serves.
- LTV
- Lifetime value - the total revenue or profit a business expects to collect from one customer over the full relationship, used to judge whether an industry or customer segment is worth pursuing.
- VSL
- Video Sales Letter - a recorded pitch video, typically placed on a landing page, meant to explain an offer, build trust, and answer objections the way a salesperson would on a call.
- Above-the-fold
- The portion of a webpage visible before a visitor scrolls - the highest-leverage section of any sales page because a large share of visitors never scroll past it.
- DQ question
- A disqualifying question on an application form designed to filter out prospects who can't afford or don't fit the offer before they reach a sales call.
- Cold traffic
- Visitors who don't yet know, like, or trust the business - typically people arriving from paid ads rather than referrals, who need the offer to be instantly clear rather than pre-sold.
- In-market vs out-of-market
- In-market prospects are already actively searching for the exact solution being sold; out-of-market prospects have the underlying problem but aren't yet looking for this specific fix, and need a different messaging angle to notice the ad at all.
- Activation point
- Any mechanism - a newsletter, webinar, community, or lead magnet - that keeps re-engaging cold or undecided leads instead of losing them after one missed conversion attempt.
- CAC
- Customer acquisition cost - what it actually costs, all-in, to turn ad spend into a paying customer; estimated here as cost per call booked divided by show rate divided by close rate.
- Done-with-you offer
- A service model where the customer does most of the actual work themselves, with the business providing training, support, or oversight - as opposed to done-for-you, where the business delivers the outcome directly.
- Ad angle
- A distinct messaging approach used across a set of ads - the same offer pitched through a different problem, circumstance, or desired outcome so it resonates with a different slice of the same ICP.
- Congruency
- How closely each step of a funnel - ad, landing page, VSL, application, thank-you page - matches the promise made in the step before it, so a visitor never feels like they clicked into something different than what was advertised.
Things they pointed at.
2:03:13toolMeta Ad Library
1:23:20toolTrustpilot
1:16:09toolheat map / scroll-tracking software
Lines you could clip.
1:13:38
“Sometimes the best copy to sell a horse is horse for sale.”
15:31
“Wealth managers or dog walkers, right? One can just pay you so much more and will likely become such a better client that it really matters a lot.”
1:46:09
“Things work in spite of something, not because of it.”
1:44:10
“If you're annoying during your application process, we'll just delete your application so we don't have to deal with you.”
2:56:03
“I am guessing the CRM has tens of thousands of sort of interested leads that have not booked or not paid. The activation points could help you win back millions of dollars.”
11:38
“You need to fire your agency. Your agency never gets any results for you, basically.”
52:10
“You'll get far better results than your agency because no one understands the customers the way you do.”
Word for word.
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metaphoranalogy
So I was on Instagram and I was scrolling a little bit and I saw this ad for this company who essentially teaches small business owners to run their own ads so that they don't have to hire or pay an agency. And the company that's selling this training appears to be spending quite heavily on their own Facebook ads. So I kind of just wanted to see what their own ads and funnel look like.
And naturally, one thing led to another. out popped a three -hour live business audit. And me personally, at least, I don't really like most YouTube business audits.
I find them either full of surface -level garbage, where not much is really learned or not much value to be had, or it's just more like, look at how much better or smarter I am than you, type kind of stuff. So this one is going to be different. In this one, I'm essentially going to share my screen for three hours.
We're going to go over, you know, their industry, their ICP, their offer, their messaging, their funnel, their paid ads, their content and some other stuff in truly like excruciating, painstaking detail. So I find the best way to learn is to look at businesses in the real world. So with that being said, let's get started.
So the focus of today's audit is going to be on a company called Where Are You? They're Australian -based and have operations in the United States as well. And we'll get into it, but basically they sell two -day in -person live workshops to teach you how to run your own Facebook ads if you're a small business.
So this is the founder. His name is Brandon. And this is basically what we're going to be doing today.
So before we get started, I always make an introduction and disclaimer. I'm auditing this business using publicly available information only. I have no inside or background information on this business, and I'm not revealing anything that you can't go and find yourself.
This includes the industry they serve, the ICP, the offer, the messaging, the ads, the content, the funnel, and anything else that we find. And I'm doing this for purely educational purposes. I'm not looking to roast or offend anyone.
I have no motive or incentive besides making educational content. 99 % of the time when I do these audits, I don't even know the person. I just picked them because I saw their ads in my Instagram feed.
And again, this is my opinion only, and it's based on incomplete information. We cannot see what's happening behind the scenes. We don't really know what their true intentions are.
And every audit on this channel follows the same checklist. All the frameworks used are mine and are based on my opinion and experience. It's recorded live in one sitting with no preparation beyond gathering the necessary links.
And again, this audit is designed to be complete within a reasonable amount of time. My conclusions could change if I sat down for 10 or 25 or 50 or 100 hours and looked through this. So about the video that you're going to watch here.
This is ultra long form, and I think that ultra long form is very important because you just cannot learn that much from a 10 minute highly produced YouTube video yelling at you to do X, Y, and Z. You need to see the full picture, including the real time analysis, because a lot of success with this kind of stuff is based on nuance and circumstances.
And the reason that most people will make these 10 minute slop edited videos is because they just don't know enough to make a long form. ultra long form video and they would just embarrass themselves if they did. It's unscripted.
We're going to be going through a checklist and using that as our guide, but everything is unscripted and unedited without any prior research or information. We don't hide behind an editor or teleprompter on this channel. Business is not a TV show or a YouTube video or an Instagram post where everything is perfectly edited and put together.
And that is the kind of environment I want to try to recreate with these audits. This is based on a real world business. Theory is one thing, reality is another.
And you'll find that a lot of things that we're going to go over today aren't a matter of right or wrong, or only a matter of right or wrong, but they're also on a spectrum, right? You know, this is not, it's not, are your ads good or not? It's how good are your ads, right?
Some people are great at one thing and bad at another. And you'll see that a lot of the time in these audits. And some people are doing a great job at one thing.
But even if they are doing a great job, they could still be making 5, 10, 15 % improvements that could take their profitability to the next level. Again, this is imperfect information that we're working with. It's public facing only.
We're only able to see what's publicly available to us, like their offer, their ads, their content, their funnel. We can't see anything on their back end, such as their outreach, partnership, sales, fulfillment. And we don't really know what their true intentions are or their full intentions are rather.
I've laid out the audit checklist in what I would view as the most logical order. But everything in a business and this audit is so intertwined that we're going to be bouncing back and forth a lot. And we're going to make it easy to try to follow but keep up at the same time.
And then this is going to be a very long video. It's time stamped if you want to look at it in multiple sittings. You're also going to be able to download this completed document in the link in the description and the pinned comment.
So the things that we are going to cover today, industry, ICP, offers, funnel, messaging, proof, paid ads, content, search results, activation points, and then we'll finish it up with top five action steps and recommendations. What we're not going to cover today are their outreach, because we just can't see their cold call or their cold email, right?
That doesn't make any sense. Same thing with their partnerships. Their email flows, you know, a lot of the time that takes days or weeks or even months to fully go through it.
Not really practical for this video. We're not going to look at their lead magnets if they have any. We're not going to judge their appointment setting just because I don't want to put my phone number in and get spammed on all these videos so many times.
We obviously are not going to get on a sales call with them and judge them. We obviously can't see their operations in fulfillment or onboarding. So basically we're going to be looking at their full marketing client acquisition system or at least the parts that we can see.
This is an example of what an ideal system would look like. So we can see their ads, we can see their content, we can see their... Activation points, their conversion mechanisms here.
We can see their offer and their website and stuff. This is an alternative view of what we're going to be looking at. Basically, their paid ads and their content drive traffic to their sales page, which has an application form which either qualifies them or doesn't qualify them.
Then they can book a call. When they book a call, you'll be redirected to their thank you page and then so on. So it's just a different view of what we might be looking at.
We need to learn a little bit about the business. In this case, it is called Where You. So we are basically going to be making a best guess.
A lot of the things will be obvious, but some of them will be judged based on what we are going to infer. And before we get into the ads, everything, we kind of got to see the full picture. We got to go and see.
And I have a bunch of links here, their website, all of their stuff, all of their content, all their kind of stuff to get a full picture of the business. We're going to dive into each of these parts individually, of course, in painstaking detail. So don't you worry about that.
But we kind of got to get it all first because we want to basically try to accurately describe their industry, their ICP, their offers. And then we're going to try to find their price. But a lot of the time that's not publicly available.
So this is the website here first, and I'm going to go to a different view when I do this. So when I am on the document here, I'll be on this view. I'll try to change back and forth efficiently.
But when we're going through the stuff, we'll be on this view. So I'll be in the corner of your screen. I'll try to center myself.
But we need it like this because we need to see the whole thing a lot of the time. So this is kind of funny. This is our website.
There's only two types of people who come here. We only send traffic from our ads, so we can expect this to be a very ad -heavy business. You want to come to an Aussie workshop or an American one or you're a competitor, right?
So not too much on the website. So probably not going to go over this website too much, right? So this is going to be their sales page.
Let's just see. This is where it goes. And I believe in my prep work that their ads went to this page too.
So the unfair advantage for business owners who want consistent leads is their headline. And then their page. This is the Australian version, but the American version is the exact same, just with American stuff.
So we give a good example. Looks like they have quite a bit of proof. Now that is a monster amount of proof, which we'll get to later.
But this is what everybody should strive to essentially recreate. Look at it. They must be doing some serious numbers.
So very good. So this is their page still. This is their call booked page if you go through their application.
And this is their thank you page. I have successfully funnel hacked them for this video. Sorry to them.
This is the founder's Instagram. And this is where he posts content. And this is the page that he runs the ads from.
This is the Facebook page where it looks like he posts and run ads from. This is his YouTube channel. This is the LinkedIn.
I couldn't find a Twitter account if there was one. That would be my bad. This is the search results when you search up the founder.
And this is the search results when you search up the business. So if we look at his stuff, we're basically going to infer that, you know, his industry is basically all business owners, but probably. small business owners, right?
Because, you know, people are flocking to build their own ads and, you know, this to me implies there's like the information on this page, like if you're getting over the shoulder support and that kind of stuff, it implies that your business, you have enough profitability to run ads, but you're not necessarily a elite business that will have a huge marketing team, right?
So to me, this industry is small business owners. And that's very clear. I don't think anybody would really argue with that.
And we're going to put USA plus Australia, which is not really like relevant. This is just any small business owner in the countries they target. They could probably very easily go in the UK, Canada, Germany if they translated their page or most Germans speak English.
But anyway, as far as their ICP goes, like realistically, ICP and industry are hopelessly intertwined. You can't separate them. but they're not really the exact same thing either.
All right, so small business owners, a lot of people would consider that the ICP, but that to me is the industry. Your ICP is like the actual type of person who you'd talk to on a sales call. And that's like their job title, that's their age, if that's relevant, their gender, if that's relevant, like their tech stack.
So to me, like this is small business owners. If you look at a lot of the ads that he's running, it's... Very like, you know, you need to fire your agency.
Your agency never gets any results for you, basically. Right. So it's business.
The ICP is like business owners who, you know, want to run ads. I would say like this is going to be like a million dollars per year revenue type thing, because to me, at least, you know. They're not going to be, you know, who like pay agencies, you know, about three K per month.
Like this is who I would. with imperfect information, like this is who I would consider the ICP to be. And we'll go over this in detail later, but this is very important for context.
So like it would kind of be like this, right? Where, you know, let's just say you have a roofing company or a financial advisor company and you're doing a decent amount of revenue. You might have enough marketing budget for five, 10K per month, but.
when you pay someone three K per month in your five K budget, that obviously even if they did a good job, which they probably won't, like that's going to eat a significant part of your budget. Like it's for people who are thinking about running ads. So I would say like under a million dollars on average, at least probably not.
So I'd say like that is the ICP. And if we look at the work, like the offer, this is a two day in -person workshop to learn how to run. your own paid ads, right?
And I would say like this is an example of it's kind of obvious of what their stuff is. And if you go to basically their ads, it's very similar. Like this is to me, you know, thousands of Australian based business owners have realized that marketing agencies are taking advantage of you.
So like that is exactly who it's for. And I think it's well done. So let's see if we can try to find the price of this.
So I usually put it in Google and Google can tell you. A lot of the time it's pretty good on Reddit. A lot of the time this is also quite outdated.
I block Reddit on my computer so we can't go and look at it.
We're not going to judge it based on this really. And we can't really find it on their website or funnel as far as I know.
To me, like you can't really find on the funnel. So we're going to leave the price blank. So the first thing we're going to do, because we kind of, in my opinion, have got the lay of the land here, you know, he's got a marketing agency award.
His business is called F your agency. Like you got it right. So now let's get into the principles.
Let's get into the industry first. And this is kind of important and something that like, in my opinion. people really need to pay more attention to and really need to know.
Your industry is much more important than your offer. Like you could say that your offer is your second most important thing, but a lot of people don't talk about how important your industry is. And an example of this, let's say that you just, let's just say you, you do Facebook ads to generate leads, right?
That is the same service, that's the same offer, etc. But Who do you think you would have a more successful business serving in terms of industry?
Wealth managers or dog walkers, right? One can just pay you so much more and will likely become such a better client that it really matters a lot. Like your LTV matters as a business, of course.
LTV, LTV, LTV, everybody loves that, right? But to some degree... that your clients or your industry's LTV matters just as much, if not more.
I don't know how much dog walking services are. I'm sure it varies, but let's say you, it costs a hundred dollars and then someone pays, let's just say they pay $300 lifetime. By the time you, you know, the labor involved, the time you pay for all the ads, like they're probably breaking even at best on their ads versus a wealth manager who, you know, they have a 50K, 100K LTV for the same work, the same offer, the same team.
It's just, you know, just wanted something to think about. And to me, like the ways that we evaluate an industry are how high is their LTV? Not your LTV, their LTV.
How easy are they to reach? Not only in theory, but how is it easy to get someone a call? Like an example of that is outreaching Shopify stores.
Very easy, right? But very difficult to get them on an actual call. Is the market large or how big is it?
Are the problems extremely painful? What is their spending power? And is the market growing or not?
So let's go into this industry audit here. So basically, this is a framework that I made to evaluate an industry. I'm not saying it's the framework or the best thing, but it's useful to give tangible criteria or like.
a tangible way to evaluate an industry that's standardized and fair and there's six questions and you can score them one to five so basically their customer ltv this would range like very widely uh you know if they did it for a roofing company you know a roof is probably eight to ten k in gross ltv they do a financial advisor you know it's could be up to 50k if they do a restaurant but on average i would say that because This is a wide -ranging kind of ICP.
I would say that this is probably going to be in the three stars when you account for the people who have an ultra -high LTV and then a low LTV. I don't see how it could probably get into the four star. I don't think people would have on average $20 ,000 LTV as a small business.
But $1 ,000 to $5 ,000 is going to be like dragged up, in my opinion, by the people who have an ultra -high LTV. So I'm going to put a three.
Next is, are they easy to reach? And there's a few ways to generate customers, right? There's four main ways, paid ads, content, outreach, and partnerships.
And then how easy it is to build accurate lists. So number one, they can only be reached through one or easily identified. That's not true.
You could use paid ads like he's doing. You could probably do it with content. You could do it with outreach, partnerships.
I would say a bit awkward. You probably could, but I would say it'd be a bit awkward. So to me, they can be reached through at least three.
And then you could probably build an accurate prospect list. So I would say that these are four. And there's just so many of them that it'd be easy four out of five, in my opinion.
But I would say that partnerships and outreach, partnerships is iffy. Outreach is maybe like a seven out of 10 versus paid ads and content would be a 10 out of 10. So I would give this a four.
What is the market size? So to me, we don't know the nature of this audit. We don't know his intentions.
So I basically do this. How many customers do you need or what percentage of the market do you need to hit your goal? And if we don't know the goal, which we won't, we're going to put 10 million.
To me, this is going to be five stars. There's so many small businesses, so much revenue. The market size is an easy five out of five in this case to me.
I had to do a little pause and fix it. The template wasn't correct. So the fourth is significant pain.
This is how painful or urgent is the main problem experienced by customers in this industry. The first is, you know, five -star, it would be legally required, immediately urgent, or losing money every day. You know, auto insurance, legally required to drive a car.
You know, compliance, you're getting fined every day, right? Not really in that category. Expensive recognized problem with an existing budget.
It's definitely not a one. It's definitely not a two because people need customers. It's not necessarily that they need a Facebook ads workshop, but they need customers, right?
So they need to be able to generate it and Facebook ads workshop will teach them to do that. Real problem, but they can wait. Expensive recognized problem.
I would say this is probably going to be an expensive recognized problem with an existing budget. Because a lot of his marketing, for example, and the ICP in general, they've been paying an agency to screw it up for them, right? So they know they need this.
It's a recognized problem and they already have money for it. But it's just a matter of getting them to do it based on his workshop themselves instead of hiring an agency. In terms of spending power, can the average qualified customer comfortably afford the normal price of solving the problem?
And for B2B, compare the price with annual gross profit. And for B2C, compare the price with annual household income. So this is B2B.
So let's just say the ICP is about a million dollars. I'm doing this math on my phone here. And let's just say they have an 80 % gross margin.
So that's $800 ,000. Let's just say, I don't even know, like his workshop said $3 ,000 a month there. It's unreliable.
But even if his workshop was $8 ,000, like this is five stars here.
Because if they had a million dollars in revenue, estimated an 80 % growth profit, like that is 80%, $800 ,000. And if even it's 8K, so I think it might probably be less than 8K. So that's a five out of five for me.
For market direction, is the industry growing, remaining stable, or declining? Use the average annual market growth over the previous three years. Let's use the American one.
Let's just say, is the American small business market growing? By what percentage per year?
And my phone is not loading. So it says the total number of operational small businesses in the United States grew at a modest rate of 0 .28 to 1 % per year.
I don't know. We're going to give this a three star. Total businesses.
Because it's going to be tough to see how many businesses there are around the $1 million ICP range. Just tough. We're going to put it as a three.
So three, five. Or sorry, 3, 8, 12, 17, 21, 24. So to me, yeah, this is kind of what I would say too.
This is a good industry, in my opinion, at least a good industry when you take into account the offer and the ICP of the 1 million too. Like if I would say this would be a bad industry if you're targeting people who like are desperate and can't get your any like, you know, they're basically going out of business. But for the ICP, the offer, and the industry, I would say it's definitely good, 24 out of 30.
And this is what I mean. These are separate things, but they're forever intertwined, and you can't really look at them separate. So to me, for industry notes and scores, I would say this is a good industry plus ICP plus offer combination.
this could also be a very bad one if you didn't match these properly which he did so i would say to me for his industry like to me everything is important is in place executed at a high level so i'm gonna give the industry score of five out of five here he's doing everything right as far as he's Well, there's not much to do.
There's so much to do, right? But like this short version is he's matched the industry to the ICP to the offer very well and scored at a good level. So very good job.
Next is the ICP principles. And we've kind of gone through it, but there are a lot of, there are different ICPs, avatars, target market, level of customers in the same industry, right? So like I could be selling roofing leads as my, I could have a lead generation agency for roofing companies.
I would have a lot different result if I sold, made my messaging, made my offers to like solo owner operator roofers, you know, one person, maybe a couple of members in like one crew versus a multi -state professional roofing conglomerate, private equity backed, you know? So like very different type of thing. And industries can be good or bad based on the ICP.
We evaluate them separately, but they are intertwined. And a large part of success in basically any, you know, business is creating offers, messaging funnel and ads that appeal to your ICP and only your ICP, like not other levels in the same industry. And to a large degree, this is not true for everybody, but I would say 80 % of the time, maybe more like you scale your business by scaling the ICP, not by just getting a billion customers.
This is an example where he probably would get a lot of customers. And if you have an e -commerce brand, for example, you have to get a lot of customers. But if you do any skilled service work, it's much better to grow your marketing agency by continuously leveling up and leveling up until you get to Fortune 500 companies.
It's much better to grow your roofing company by doing larger and larger and larger homes. It's much better to grow your landscaping company doing luxury landscaping other than just... a billion front lawns, right?
Not really the case here, funny enough, but moving on. So the first thing that we want to do is we want to see if we can narrow down the ICP by characteristics. So this part one is one that we're probably going to try to do on our own.
And then part two or action step two is what we're going to do based on what he has done. So for age, like I don't think it's that relevant, but I would say that this skews older. Like if I was going to do something, I would probably say 35 to 54 type thing.
Under 35, I think they would either be less likely to have a business, especially a successful one, and over 54, probably too old. And this, remember, ICP is average. ICP should be like your ICP characteristics.
should make up about 80 % of your customers. There will always be extremes on either end. This should make up the average.
So on average, I would say 35 to 54. On gender, I would say it's not really relevant, male or female. Annual revenue, kind of like I said, well, we're going to get United States or Australia currently because this is an in -person workshop.
So for annual revenue, like to me, it really has to like it's got to be around the one million dollar range, like one million to three million dollar range. Right. If it's more than that, very high likelihood they already have ads figured out or can indeed just hire a really good agency.
Less than that, I would say, in my view, at least. You know, they just probably don't have enough money to do ads or they're just. On average, of course, I would say like this is going to be about the $1 million per year range.
For job title at that level, they probably don't have anyone else they'd be sending. So it's going to be the founder and the owner. Employee account, I would say is not necessarily relevant here.
Tech stack, also not necessarily relevant. So I would say like age, revenue, and job title.
I would probably say business type, too, would be a service business to generate leads, because I believe they say that on the site.
Or in the ads, maybe. I don't think Plumber, Finance Broker, these are not e -commerce companies, basically, is what I'm saying. So we're going to go business type.
Service business, service -based business. So I think on the application form, it disqualifies you if you have a software and it disqualifies you if you have an e -commerce store. So service business.
So 35 to 54 service businesses, annual revenue in the United States or Australia, and they're probably going to be the founder or owner on average, at least 80 % of these. And this is important because this is really going to be useful and important for our messaging later and in the next step. But also, when you're exporting an outreach list, we're not going to do that in this video, or you're actually targeting your ads in the platform, you can put 35 to 54 in there.
You can put United States or Australia in there. You can't put revenue range. You can't put business type.
But you do not want to be advertising to people 34 or younger or 55 or younger, because on average, remember, that's probably not going to be what you need. So basically, let's get these shared characteristics. So age 35 to 54, United States or Australia, service -based business, founder or owner, about 1 million per year range.
So one kind of thing. that is can be useful for the revenue like if I really wanted to get granular and export a cold email list which we won't like a lot of the revenue range when you have it in your exporting list isn't very relevant but employee count is a good proxy for revenue level like if you have 10 employees 10 company email addresses you probably are in this range right so ICP score and notes like I think that he has done a good job, to be honest.
I would give him a five out of five in terms of how perfect his marketing is for this ICP. We're going to go over that soon, but I think it's very well done. So the next thing we're going to go over is the offer.
And basically what we're going to do here is we need to know a lot of these principles first, because there's a lot of principles in making a good offer. The first thing that you really want to understand is that the offer is only good or bad in the context of the ICP, right? Like if he was saying that, you know, like if his messaging, if all of his marketing was targeting Fortune 500 companies, this would be a terrible offer, right?
If he was talking about all his messaging like, you know, don't go, you know, is your business about to fail? You use Facebook ads to save it. It would be a terrible offer because their spending power would be down.
Their painful problem, but they can't afford it, would be bad. So this offer, to me, does it make sense for this ICP and only this ICP? I would say yes, it does.
And I would say that's great. The next thing is an important principle is, is what they're selling already universally understood? You could, I guess, but you don't want to necessarily have to.
educate the entire market about your services. You want to already sell something that's already understood. So Facebook ads and how they relate are understood, especially in that ICP.
A lot of his marketing is about agencies. Like they're literally hiring, you know, someone to do it and failing and they're mad about it. So yes.
Is what they're selling already in demand? Yes. They're like literally already, like I just said, hiring someone and failing and they're very upset about it.
So yes. And do people have to buy this? Have to buy this?
Basically, legally, they don't have to. You know, functionally, they could get away without it, but like they have to get leads, right? They don't necessarily have to buy this, but they have to get leads.
And in the context of, you know, they've already hired an agency, which is always marketing and failed. It could be. I would say they don't have to buy this in the same way that they have to buy compliance or auto insurance.
or something like that. But I would be definitely torn whether to check this off or not. I'm going to leave it unchecked for now.
So basically, let's go into an offer audit a little bit. So the first check that I usually do, like, is this built for cold traffic? There's a lot of offers that, you know, don't really make sense to someone who doesn't know or trust you.
And they just need a lot of education, a lot of content and a lot of stuff like that to basically understand what you sell and why they should want it. Cold traffic is like you're running ads to it, which he is, or you're doing outreach.
They don't need to know, like, and trust you for it to be appealing. And this is one of them. To me, this is immediately understandable and desirable within seconds, especially in the context of the ICP, who has probably hired a lot of agencies before and failed.
Okay, yeah, I should just do it myself. That makes sense. To me, like, it is between a four and a five just because the details around it.
But I would say this is going to be a five. How badly does your ICP want or need the result? Like, the strongest offers solve urgent, important, expensive problems connected to something the customer already wants.
To me, like, it's not necessarily a four because there's nothing making them doing it. And it's not really a measurable result. Like, he can't say you're going to come to a thing and guarantee that you're going to get customers.
This is a very strong four, in my opinion. It's also a real valuable problem, but they can wait. In the context of the ICP, who's probably already, like, needs to expand, I don't think they can...
It's definitely not a one. It's definitely not a two. I would say it's definitely not a 5 on second thought because it doesn't produce a measure of result and it's not legally required.
I'm probably going to give this a 4 to be honest. In the context of the ICP it's a 4, maybe generally it's a 3. It's an expensive problem.
Think of the ICP. They have this 10K a month marketing budget, for example, in our scenario. They're spending 3, 4K of it on an agency who's getting no results and they need leads, right?
They probably at this point have staff. They need to get people work. So I would say this is a four.
Check three is does it create obvious value? Does it make them more money or save them time or reduce costs or reduce risk or increase speed or multiple?
Let's just say this. This makes them more money. I don't really think it saves them time.
I think it reduced costs because now they don't have to pay an agency.
It probably increases speed because they don't have to wait. It definitely doesn't reduce risk, in my opinion. So it does three of these things.
So it does create obvious value.
I wouldn't say it's guaranteed to make them more money, though, like if they botch it.
But the implication is it makes them more money.
I would say this is a very strong four. I don't know if I would say it's a five, because I wouldn't say it's implied it's going to make more money. It's not guaranteed to make them more money.
Definitely saves time. No, it definitely doesn't save time because now they have more work. It definitely reduces costs and it probably, debatably increases speed.
I would give this a very strong 4, but I don't think that's a 5 out of 5. For perceived likelihood of achievement, if we look at their shit, that has got to be some of the most video testimonials I've ever seen. I could scroll down.
i could scroll down on the client win screenshot like this has got to be i'm scrolling very fast and very aggressively and look at how long that took like if you're scrolling on your phone and kind of actually like reading you can functionally scroll these forever we'll get back to this in our proof process later but this is you know a five out of five it's a very nicely done so the clear result or deliverable Does the customer know what they're buying and receiving?
Ideally, they sell the results, but if you don't control the final results, set a clear deliverable because they don't really control the final results, so their deliverable is this two -day workshop. So it's definitely not one. It's definitely not two.
Let's see.
it's definitely a clear timeline i would say but the problem with it is the timeline is you know quite a ways in the future as well as the fact that you also have to make preparations and arrangements to do it to me this is not a five it's not a two or it's not a one it'd be in between a three and a four To me, this is a four.
It's a specific result. You're going to learn to do it yourself, and the deliverable is the thing. For time to first value, how quickly does the customer receive their first meaningful result or benefit?
Not necessarily the complete result, but it's the first moment receiving that they know the offer is working. To me, this is going to be quite a weakness here. You could kind of...
Simplify the onboarding and get them kind of quick wins in the meantime before the workshop takes place and or the between the time the sale happens the workshop takes place This is a part where we're working on imperfect information. We don't really know right So let's see. Let's try to go to their American one as well Well, this is an Australian one so they're advertising it's August so If they go to the Brisbane one, so it's August 21st at the time I'm recording this literally.
So what is that? So nine days, 17 days.
So this is to me a clear three out of five. Customer effort and sacrifice.
Like the offer is definitely not a five. Like definitely not a four.
To me, like the customer.
as is the nature of a done with you offer like the customer must do almost everything and like the whole point of this is so you can do your ads yourself combining that and compounding that with the fact that you might have to fly and like take time off your day like or two days like this is a one out of five it's just kind of the nature of the offer does the Does it cover the acquisition and fulfillment cost?
So this is a very, very important one. Realistically, so here's the math on this, right? Let's just say that someone gets $200 per call booked.
We're working with imperfect information. Let's just say he's getting $200 per call booked. And then let's say, and this is call booked per who actually made it through his form, right?
And let's say on cold traffic, 60 % showed. Right? So 200 divided by 60%.
So that's $333 per show. And let's just say he has a 20 % close rate. That is $1 ,666 for his customer acquisition cost.
And let's just say this is true. We literally have no idea. This is part of the imperfect information.
And let's just say his gross margins are 80%, right? Which is a very good goal, but like he would have to rent out, you know, he'd have to pay his employees he would have to pay like Rent rent the room where this workshop happens. Let's just say it's at 80 % So let's just say his and I don't know the price of his thing, but let's just give it arbitrarily 6 ,000 so 6 ,000 times 0 .8, which is 80 % Minus sixteen hundred and sixty six Equals three thousand one hundred and forty three dollars in profit, right?
So basically what we would do here is does the price of six thousand divided by two equals three thousand So in this situation, again, we're working with imperfect information. But to me, this is a five -star offer.
It covers the cost of acquisition. It covers the cost of fulfillment. So probably doesn't lose money.
I don't see how that would be possible if he's advertising at this scale with that amount of proof. Definitely doesn't do only a small. I would say that he has good advertising.
He has a good offer. He has a lot of proof. Probably does more than break even.
So I would say, honestly, like this is going to be a five out of five and very, very scalable without knowing. And I just made these numbers up based on a very educated guess, but very, very good stuff. I would say like.
Like, honestly, this is probably the same workshop every time it's going to be fully standardized, becomes better, better, faster and more profitable. Five out of five. Is there a strong risk reversal?
I. Didn't see one and I don't think he should have a risk reversal. I think that would be very bizarre.
I'd say that there is a one for this. Is it going to be relevant in five years? I think that this is always going to be a problem.
This is not temporary trend or tactic. Think of how long Facebook has been around for. Unlikely to...
be not there in a year like is there likely to be business owners and facebook ads in a year two years three years yeah a long -term problem that will continue to exist i'd say that this is evergreen personally and then does it naturally lead to the main offer and this is a a question mark and we might just actually delete this one or not score it and not include it in the total because it's not clear what the main offer would be It's teaching you how to do it themselves.
I don't see how there would be a main offer unless you're going to get into an advanced one, but we don't have information on this, so we are going to put this is not applicable. So our total score is out of 60, but now it's out of 55. So 5, 6, 11, 16, 17, 20, 24, 29, 33, 37.
42. Or 52, sorry. So 52 out of 55.
I would say that's going to be an exceptional offer. So realistically, yes. I would say that he gets five stars for this.
It's an exceptional offer for the ICP and the industry. Just a very, very good job, right?
We are not evaluating the main offer upsell part because it is not clear to us. Either way, this is a very strong offer for his ICP. That is perfect for the ICP and industry.
But again, it would be bad if he didn't have this exact ICP. And that's why it's so important.
So now we're going to get into the messaging. Up to this point, it's been very theoretical and high level. Now it's kind of getting tactical.
Like the offer, the messaging is only good or bad as it relates to the ICP. Your messaging does more targeting for you based on the algorithms than any setting you could possibly do inside your ad accounts. All targeting shows up to the person based on the messaging.
So that's why it's really important to get right. And if you apply that to content, The topic of the content decides the targeting, determines the audience.
So it's very important when you do ads to have the creative be on point from your messaging. And then when you make content, the content be on point. And that's why messaging research is very important.
I would say that messaging is a lot of time where this goes wrong. A lot of people intentionally screw or unintentionally screw up their ads, content and funnel. Because they create messaging that appeals to usually a lower level ICP in their industry than the one they're trying to target.
And we need to kind of intentionally create the messaging before we make any ads, content, or funnel. The easiest way to think or go about creating messaging is just thinking, what are the different problems my ICP has? What are the different circumstances there?
What are the outcomes they desire? And then over time, we want to have diverse messaging, which basically needs more than one angle that works. Because not everyone, even in the same ICP, has the same problems, is in the same circumstances, and wants the same things, right?
So if we only describe our messaging in one way, we're just not appealing to a large percentage of the target market. And overall, we want to do a lot of research in here, either in our own sales call transcripts or on the internet or talking to our customers. Because we want to use the exact language that our target market uses to describe their problems, circumstances, and desired outcomes.
Because that will make it resonate a lot more. We don't just want to say the problem. We want to use the exact same language.
They want to describe it how they would describe it or better than they could describe it. So what elite messaging looks like. So let's go side by side here.
This is just an example. So this is an example for, I said it before, but a roofing company who wants to sell leads to, or a roofing marketing agency who wants to sell leads to roofing companies, right? So a lot of people will like, what is wrong?
Like, what do I mean by they make it too low level? They'll say like, are you struggling to get leads? You know?
Roofing, roofing companies, are you struggling to get leads? Roofing companies, are you sick of the phone not ringing? Roofing companies, are you sick of the roofer down the street taking all your jobs?
Who do you think that appeals to? Like a very solo, unsuccessful roofing company versus roofing companies, do you need more lead flow to fill your sales team calendar? If they have a sales team, that implies they're a big roofing company who can buy a lot of leads.
Roofing companies, are you in danger of missing your quarterly revenue targets? Small roofing companies, or businesses in general, don't have quarterly revenue targets.
And if they have these, they're big, right? Roofing companies, are you looking to diversify your lead sources away from X? Only a large company would even know what that means, let alone want to do it.
Someone with no leads doesn't need to diversify their lead sources away from something that doesn't exist, right? So this is how... You know, it's all about getting leads to roofing companies, but these are different problems, circumstances and outcomes and different levels in the target market or the ICP or the different levels of the industry, different ICPs within that industry very much do have different problems, different circumstances, different outcomes.
If I was doing an agency example, someone who was just starting their agency and gets their first client has a lot different problems, circumstances and outcomes than someone who's trying to sell their agency.
Still same industry, right? They're all agency owners, but very different. So let's see what we come up with here.
And we're going to look mostly in the ad account for this. So what we're going to do is we're going to do main funnel messaging. So let's click on some of his ads quickly.
So let's click on this ad. And we're just kind of seeing if there's multiple landing pages, basically. Oh, I have a tab limiter on.
So let's just... Put that up.
So to me, like, kind of the same landing page. And who knows if he's A -B testing this behind the scenes, right? But for me, at least, when I'm a...
Oops. We actually have to change our view. My mistake.
But this is at least the landing page I'm being served like you could have some AB testing software that has different headlines Who knows but this is realistically the one that I'm being served so That's the one we're gonna go with so the unfair advantage for business owners who want leads, so that's his main funnel messaging Don't need to make it that big and then what is his sub headline So main funnel and let's go ads.
So what we're looking for here, a lot of the time is messaging is congruency between the funnel and the ads, meaning it says kind of the same thing. A lot of the time, the people will put like in messaging, you know, we help roofing companies get qualified sales calls. And then the landing page says, grow your business, right?
Very, that'd be an example of incongruent.
So let's see here.
Let's go to the ads now. So you'll get far better results than your agency because no one understands the customers the way you do. Very good.
I love that.
So these, let's just play some of these.
Okay.
So I would say that's, we get better results.
And you can move faster.
Let's go find some other ones.
Same one.
I'd say that's a bit different Okay, that's good.
You hit a ceiling with word of mouth and now you need to generate leads. So basically do that with ads, right?
so basically testimonial saying that you know the owner does a good job so he must be able to teach you makes sense so basically you've tried facebook ads before and it was too complicated. See how these are very different problems, right?
This is someone who's tried it before, someone who has an agency, someone who, like, it's very good diversity of creative in here.
Don't really know how to qualify that one.
I would say that's slightly different. No, that's, to me, you could get better results from your agency. Sorry.
These are funny.
You get 50 calls a week, which means a ton of support. It's interesting all the support you get leading up to it versus after. So he scored super well in the offer, but the time delay might, depending if we had full context, be faster.
So this one, direct offer plus you make more money.
Everyone should know how to run their own ads.
We'll do maybe a few more because it seems like there's a bit more down here I just want to see how many different messaging angles that we can possibly get So recurring theme in the messaging that must work really well I could see like I could see the ICP saying that, like, I don't want to rely on agency. No one knows the customer better than I do.
So it's very good. I'm an online coaching business for busy moms. So we focus on losing weight in a sustainable way.
What was the problem that you had that made you want to reach out? Getting leads. I literally had one client when I first came on board and I've been posting on Instagram and socials.
I would say they just. They just need more leads.
Not necessarily.
Not necessarily.
It's not different enough, my opinion.
When it's working, you don't know why. When it's not working, you don't know what to do. It's because you blindly delegated the system.
You have no understanding of it. You blindly delegated a system you have no understanding of.
If you're a service -based business owner, no one knows the customer better than you, certainly not a third of the world. And now, we've won. I would honestly, it shows up enough burned through third or fourth or fifth agency with no results.
I would say I wouldn't necessarily consider that to be the same thing. And it shows up enough where it's worth considering it.
Same thing.
No one's going to move as fast as you to grow their business and generate qualified leads. Certainly not your 30 or 40. You need leads for the business, so you're looking to Facebook as manager, or you're looking to Google as manager, sorting in a place like that.
I'm a businessman. So you post content to get leads, and then you get a bunch of leads in, and then you get some customers in, and then they're like, oh, I've got a pipeline strike. So you go through the same world where you start posting bullshit content again, and you get a bunch of customers, and then you go through this ebbs and flows.
It's like...
Paid ads are more stable than the ebbs and flows of content see like this a good example Not everybody or I would say most people 99 % of people don't post content but this is very relatable to that very That part of the ICP that does right? This is a good addition. He wouldn't want that as his only thing But it's a good addition as part of his stack if you want something done right ads you have to do it yourself i can literally hear someone saying that especially that about a million dollar icp I think that's enough of that.
So we have to me at least 12 ad angles. What you're really trying to do is find like, like you could really build a big advertising and therefore company. If you have four angles that work plus like your direct offer angle, if you just have one angle that works, like a lot of people will just literally have one angle and that's obviously better than no angles.
But when you, You know, it limits how much you can scale when you have four angles. And that's always the goal to me.
It's almost unlimited for how much you can scale in that individual like paid ad campaign because you have so much. It's like more stability, more people. It appeals to more people and so on.
So like, do they have the correct core messaging for their ICP? Yes. Do they have multiple forms of messaging for their ICP?
Yes. Do they create messaging using their language that their ICP uses? Yep.
Does it accurately describe or include the problems their ICP? Yes. So it passes all four.
And as far as like side by side comparison, like we do see a direct offer. He talks about his workshop. We do see many angles, but at least four plus angles.
And like I could see the people like I can see the ICP saying almost exactly what he says in some cases. Like I know the customer better if you have to do something right you want to do it yourself so I would say that this is Very very well done. Everything is in place and done at a high level now give it a five So it's very very good very very important stuff So now we're gonna get into literally stuff that you can see on the screen.
Would that be amazing or what? So now we're gonna take a look at his funnel so like We're going to actually go bits and pieces of it this time.
Let's exit some of this stuff. Keep this ads open. You can't see that stuff, but I assure you it's on my tabs.
So 80 % of your funnel results are going to be due to your offer. It's your offer that does the heavy lifting, but you can and you should be paying a lot of attention because you can get tremendous gains by executing the actual funnel at a high level. We're going to go a little bit autistic on it.
So we're going to decide, is this the right funnel for this offer? We're going to look at this funnel and say, do I immediately know the ICP and offer like immediately within half a second? Number two is what they're selling already universally understood in demand, which we kind of checked that off, but I have it here again.
And then we're going to look at congruency. Does the ad match the landing page? Does the landing page match the VSL?
Does the VSL match the application? Does the booking page continue the same promise? Does the thank you page prepare them to have the same sales conversation?
And we obviously aren't going to be able to judge their pre -call flow or their on -call or their follow -up because we're not going to go through this process, but we really want to see a lot of this stuff. So there's a few different pages that we're going to go over. We're going to go after their sales page.
We're going to go after their application and call booking page and then their thank you page. We're not going to go over their opt -in page or anything like that if they have one, but we're going to get to it. So basically, the first thing we're going to talk about is their sales page, and their sales page is this in this example.
Basically, it's the page where all the traffic goes to, so this is the page that their ads go to. So we're going to take a look at three things. Is the above the fold section optimized, which is basically if you were to take your phone and you load the page without scrolling, is that optimized?
Does the headline and first impression match the ads or traffic source? So that's congruency. And then does it follow proper visual hierarchy?
So if you look at the screen and you just read this, just look at this.
So like this is an example of visual hierarchy that every landing page or every sales page should have. And again, like your offer is going to do 80 % of the lifting. But if you just really nail your page, like the increased level of conversion, the increased level of profitability can put you in that order of magnitude better.
Because it's like when you have a big business, a 10 % gain or 10 % more call bookings or 20 % more call bookings is absolutely math changing. So it is very important that we kind of take a look. So this on your screen, like this is what an elite sales page above the fold section looks like.
We're going to focus a lot on the above the fold and then get into the rest of the sales page. We're not going to have any kind of example because there's so many ways to make like the rest of the sales page and none of them is necessarily better than the other. But basically the above the fold section should look like this will be what an elite one looks like.
So if we go to his page and we'll compare them side by side after, but this is his page versus what I would consider to be an elite above the fold section. And we just pretend this is a VSL, which it is, but you can't see that. So like this page has proper visual hierarchy.
If you go, you headline first and then sub headline and then call to action and then up here after. So get your first five answer clause or your money back, done with the program, book a call. Oh, okay.
It's for agency owners. This happens in the fraction of a second. The branding on the top matches the page that it actually comes from, which is an underrated part of being a congruent.
You click on Matthew Larson or you click on Lead Generation Academy and then it goes Matthew Larson, right? The star ratings up here act as a very instantaneous, subtle form of social proof. The ICP is clearly called out.
There is a clear and easily understood offer and result in the headline. And the sub headline basically expands a bit about how they will achieve the result promise in the VSL and the button are both above the fold, right? So if we go back to our principles, like immediately understand the ICP and the offer for agency owners, first five clients to your money back, immediately understand that it is a done with you program, right?
So that's an example of something that I would say is an elite one. As far as this one goes, I would say that there's a lot of room for improvement, but we're going to audit it.
So does the banner or is there one that matches the above the fold? There is no banner at all. I would definitely put Brandon Willingham just in a banner there.
So no. Does it have social proof above the fold? It also does not.
Do I see a call out? I'd say business owners, but I would definitely... Prefer to see another call out more similar to this where it makes the ICP clear.
Because just business owners is quite the vagueness, right? Is the headline congruent with the paid ad and content messaging? So the unfair advantage for business owners that want consistent leads?
I would say it's not great, to be honest, for congruency.
like brandon brandon I would prefer, personally, to have the offer or the desired result in the headline. And then this sub -headline would explain how to get the offer.
I would prefer to see something like, learn to run your own meta ads so you can fire your agency here as a better one, personally. And then this two -day live workshop will teach you. Because he uses the messaging, we're going to stand over your shoulder and do it.
I would have it kind of like that. Instead, this headline in terms of visual hierarchy is also, I would consider to be very off. It's just way too big.
I don't think you need this below thing here. Do I immediately understand based on the headline? I personally don't.
Do I immediately understand more about how that result will occur based on the sub headline? I do. Two day live, two day workshop.
It's bolded to build their own ads. So I would say yes, I would definitely take away this part. This is kind of just like another headline in my opinion.
So yes, I do. I see a VSL. Does that VSL have a thumbnail?
The VSL with the thumbnail is kind of like a YouTube thumbnail where it just makes you want to click it more. I would say it doesn't based on that, to be honest. And do I see a CTA button?
I don't. Even though his application is here, we'd still like to see a CTA button. You can click on it and it would scroll down, but...
Anyway.
So I would say, like... He's probably doing tremendous volume because his ads are so strong and he has that much proof. And it's very important that people understand the difference between because of and in spite of.
He's doing all this volume because his offer is so good in spite of his sales page above the fold being extremely poor, in my opinion. So if we want to see them side by side.
Like this is what they look like side by side and I've been a lot of time like with this comparison here So let's make them the same size So if we okay So the same size right like There's no match. There's no confirmation that this is coming from Brandon willing at Wellington Which is yeah, Brandon Lee adds a lot Brandon Lee adds.
I don't know whatever you want to call it There's no confirmation there and that is a subtle form of drop -off Very real. There's no real easy to recognize social proof.
Maybe business owners are flocking across the country, but I would say that's incredibly vague. I would hardly call that social proof. There's no call out on the ICP like business owners.
Sure. Like.
Sure, I guess, but it's not very good. The headline doesn't match the ads at all, in my opinion, doesn't like that want consistent leads, I guess, is a. That's like the problem, regardless of world events.
Unless I'm missing something, I don't know why that's in there taking up so much space and complicating it. VSL, this is unnecessary. And if he made this kind of smaller, like learn to run Facebook ads, learn to run meta ads so you can fire your agency.
I bet you that would fit on three lines.
We have a two -day in -person live workshop where we'll literally point over your shoulder and then you'll have 15 support calls for five months. A lot of people would have a much better page if they just said what it was. One of my favorite quotes, sometimes the .
Most people, I would split test this if I was him and make it more like this. I don't think especially... Because he has so much proof and I like that I do if you can't might not be able to see it But it has a background of him like speaking to people.
I do love that But I think you could probably get a 25 % lift on this section in this section is the most important part in your entire funnel because it is your first impression and I don't think that considering how good his ads are considering how much proof he has because like He just has so many reviews. He's capable of doing a lot better job than this.
To me, as a score, I would say major... He has a VSL. I would say not a 5 for sure.
Not a 4.
I would say this is going to be a 2 out of 5, personally. Based on our universal scaling system. Like he has a headline, he has a VSL.
VSL doesn't have a thumbnail. I don't think this is very good in comparison to what he's clearly amazing at is ads. And we'll go over those later.
So basically needs, what does it need? Needs banner matching traffic name. Needs subtle star rating or equivalent social proof Like business owners is fine as a call -out even though it is in the headline But a proper call -out banner would identify the ICP faster The headline should be more like learn to run your meta ads yourself so you can fire your agency sub headline should be more like attend our two day in person meta ads workshop where we will walk you through it step by step then give you 50 support calls per week for six months after.
That's a bit wordy. That's a bit of a mouthful, but it should be something like that. To be honest, like if you, cause I come from a conversion rate optimization background and this is all I do all day.
Like this is your first impression. But if you look at a heat map, which is a heat map software, it'll show you what percentage of people scroll past this section. And it's just a software.
I'm not going to explain it. Like you'll find that 70 % of people don't scroll past this section at all. I will admit like the people who are probably becoming your customers do scroll back, but you should like everything they need to know should be in this section without any further explanation, to be honest.
So I'd say that's a two out of five. So let's go to the rest of the sales page. So basically, as far as the rest of the sales page goes, like a few things, right?
Like this is just his above the fold section. There's still a big sales page.
So the length of the page should be matched to the ICP type. Essentially what that means, like if you're targeting ultra rich people or ultra successful business, they're like used to taking risks. They're busy.
Time is of the essence. Just get to the point, right? Whereas if you're targeting beginners or like you sell a biz op or something, there's a lot of self -limiting beliefs there.
They probably have less disposable income. It has to work. So the page needs to be longer.
Same with the service type. If it's done for you, like they're presumably doing done for you to save time versus it's a done with you offer like this. You should explain to them more about how it works.
Like there are many ways to make the sales page and none of them are not necessarily a standard. But you'd always want to start as basic as possible, in my opinion, with most of your information being in the VSL. And then if that doesn't work, like your VSL has a low consumption rate or you just have a low call booked rate, then you want to expand the page.
We were looking for, is there at least three different forms of proof or types of proof, like testimonials, written reviews, screenshots, for example? Is there an overwhelming amount of proof? And then is it easy to consume this proof?
So an example of... when it's not easy to consume this proof. Like, let's just, like, this is good.
You know, an example of it not being easy would be I have to watch this video where I can see his name, what he does, and, you know, at least a headline. That's an example of it being well done.
Here's an example of, you know, this is not well done. So, like, even on the same page, like, to be honest, like, this, I would say, is not that well done. Like, I would just put...
at the top, the name, the business and a headline and all of these, and then they can read it if they want to. But you got to remember if he's primary traffic service, there's a lot of cold traffic in here and they're like vaguely interested, right? They don't know, like, and trust you.
And like, they don't want to put in a bunch of effort into reading what is admittedly sometimes very small text. So it's just like something to consider. I see three types of proof.
I see an overwhelming amount of proof to me.
I would like to see a little bit more information. Like a lot of it probably is in the VSL, but for the people who don't want to watch a VSL, cause we want to have everyone consumes it differently, right? Like you have how it works.
You have the ongoing support. If he just put, you know, a timeline in here and then an FAQ, I think it would be better, especially when it's done with you. This, it should be a bit longer in my opinion, but it definitely has started as basic as possible.
Sort of easy to consume the proof. So let's go into the actual audit. How many logos do they have?
Currently, as far as I know, they have zero logos. It's very easy and very valuable just to have spinning logos underneath the call to action button here that doesn't exist right now. It's very, very good and very easy to have that.
How many written testimonials do they have?
I would say they have none. The FAQs down here, but okay. Like this founder bio thing and this FAQ, like it's here, but especially when you consider the paid cold traffic, like who is going to scroll down there?
Very few percentage of people. I would put those up here. Like those things matter and those things are good.
They're just in the wrong order on the page.
I honestly don't see any written testimonials. Like there's so many that you could say that these are written testimonials. I would consider these to be screenshots more so than testimonials.
But we're going to say yes because there's so many. They have an insane amount. Like how many logos do they have?
Zero. How many written testimonials do they have? Dozens.
How many video testimonials? Let's count these. So there are two across.
That's a fuckload. One, two, three. Let's not count them actually.
They have hundreds.
How many formalized written case studies do they have?
I would say zero.
Is there a written FAQ? Yes, but improperly placed. And is there a written how it works?
Yes, but could be better with timeline.
Like this is how it works.
I would just put more information on there personally, but we haven't watched the VSL yet. But to me for like this kind of audit, you shouldn't have to watch the VSL because just like a large percentage of the market just doesn't watch the VSL. And it just, so it should be like scrollable, scannable like this.
So to me, like move.
Move the founder bio up alongside the FAQ. Expand a little bit to how, you know, on the how it works should be, you know, be four to six steps. You could do how it works after your call, between the time the workshop takes place.
What happens on workshop days then go over the workshop? Then the six months support like it could be more steps in my opinion would be better I'd probably Add a timeline from sales call to end of offer I Probably do written script written testimonials in a new section in kind of a Trustpilot -y design.
I would write a one -liner for each screenshot so they don't have to zoom in to read the result. I would create six to 12 written one -pager case studies that they can one -click download.
I think that would be very strong for the people who want a little bit more information. To me, this is a three. I would say it's executed good because there's such an overwhelming amount of proof, but a lot of things are not executed.
There's several meaningful gaps, in my opinion. I don't have a side -by -side comparison for the rest of the sales page just because there's so many different ways to do it. Nothing is...
really like. It needs to be designed like this. So let's go to the VSL part.
Let's watch his VSL. So in my view, half of the value of the VSL is that it shows your face and lets them hear your voice and you're not just some anonymous person. Your VSL should be viewed as your 24 -7, 365 salesperson.
You'd have a great VSL if all you did was show proof and answer FAQs. And your VSL should also be matched towards the service and the ICP types, just like the length of the page. So this is a screenshot of what Elite VSL looks like.
Obviously this is a screenshot because this is a document, you can't see it. But basically, what does Elite VSL look like? It has subtitles, so basically if it's played on mute, you can still understand.
It has a thumbnail for the same reason a YouTube or you have a thumbnail or a scroll stopper on your ads just to pique interest. The person in the VSL looks very professional and like they know what they're talking about and that's well matched to the kind of ICP. The hook or the first line matches the page headline.
Very important. There's proof within the first five seconds and then the offer is fully explained within 15 seconds. After the offer...
is fully explained just go back and forth between stacking proof and answering objections like that's really what makes a big vsl so let's do the audit here so does the first line match the congruency of the ads Yes, it does, and it does a much better job than the headline does. This is actually showing congruent with the ads.
Great job. Does it have a thumbnail? I would say it doesn't.
Does it have VSLs below the chin or subtitles? Well, they're not necessarily below the chin, but they're there, so perfect. I like to do it below the chin because that's where it lets them read the things while looking at your face a lot better than it being down there.
Is the offer and ICP clear in one second? This might be a little bit harsh for this because they've seen it in the ads before. But if you abuse static image ads, you have to do a lot better job with your VSL and be more strict with it.
But he does a lot of video ads so you can get away a lot. with a lot more but i would like to see you know and i would give this no because he also doesn't have it good enough up here like a lot of times like i'm gonna put in brackets if they don't do a good job on above the full design like because he doesn't call it out here because i would say this headline and this is suboptimal at best, again, my opinion.
I said at the start I'm not here to shit on anyone. But he doesn't do a good enough job in that context, so I'm going to say no.
Not within one second, at least.
Does it show proof within five seconds?
No, but not... In five seconds, but within the first 10 seconds, yes.
Like, for example, within five seconds, what I would like to see him do, like, I would like him to do the page, the headline, so he doesn't have to call it out as fast, but... Like, when here, when he says there's a mass exodus of service -based business owners... I would like to see him edit him up on a stage talking because he has it on the background here, but him on a stage talking to people or him going through the workshops like very quickly would be a better form of proof in my opinion.
like this exactly like this here to me is this would be good to be like this is in the first 10 seconds if he basically in the first five seconds switched on like this even a better shot than this of him talking on the stage perhaps that would be within five seconds and then his pop -ups of all those people would be like within the first 15 seconds so we'd have two types of very very valuable proof uh within 15 seconds which is a very very important part of our vsl He looks serious and professional Again like Is the offer fully explained within 15 seconds and these aren't like random numbers that I have here like 15 second average consumption of ESL is quite typical and Just like the above the fold, right?
Where we have this, I completely agree. The people who end up buying are going to scroll past this. Completely agree.
But we want to design it for the lowest effort common denominator. Because that is what's going to put out those percentage points and help us scale to 100k, 200k per day and spend. That's our goal.
And to me, this offer... depending on how much they watch the ad, but again, like the VSL really is viewed in context of your ads. If you have ads that are basically a VSL, it's not as important, but like I see the ICP, I see all of this stuff.
But I just like don't see the offer You know if it just did Because they've come to our paid ad workshop and they've understood it right Let's see Like a lot of this stuff looks like everything I've said he just needs to put it on the page too because some people just don't want to watch the VSO Like this would be perfect for the first five seconds I'd like to see him add chapters here too with each of the FAQs because I'm struggling to find them.
That would just make it very easy. But I would say based on what I've seen, it probably does. So if we see a side -by -side comparison, right?
i wouldn't like i like this vsl quite a bit other than my like changes that i'd make to it but you just need to he looks professional like i think this is good like i think this vsl is good if he changed the editing a bit and put a thumbnail on it and got to the offer faster i think it would be even better but i think it is good so basically at around five seconds Edit in footage of you teaching.
Explain the entire offer within 15 seconds. Like, especially like there's this, he kind of says the same thing in his headline. So everyone's flocking, like there's a big exodus of people who, and then he just says it again in the VSL.
And like, yes. That's congruent, I suppose. But we don't need to say it twice when it interrupts you getting the offer in, basically.
So put chapters on VSL or timestamps or whatever they're called for each main objection to make it easy to see or easy to find. Put a lot of the stuff from your VSL onto the page. Some people just don't want to watch VSLs.
Put a thumbnail on your VSL I'd say like Because the page doesn't do a great job. You need to get ICP plus offer clear Immediately as far as how it's understood To me, I would give this a very strong three.
I'd want to give it a four. No, I would give it a four, actually.
Looks very good. The next is the call booking principle. So this really means like their application and their call booking form.
So we want the application form in there to help us filter out low quality people. We don't want to talk to people who can't afford it or have no intention, but that also, because he's doing ads, if we just let those people through and they're counted as a conversion, that's going to go back into our pixel and Facebook is going to get more idiots, which is what we don't want.
We want at least three DQ questions in our application form. To me, that's the magic number because people can lie or misrepresent one, but if you do three, you're really getting these people out. And then it's good if we have three questions that would help us in this sales process.
We also on the call booking want to limit the window to 72 hours in the future because calls like just really go terrible after that from no show rate. We also want them to be able to book a call as fast as possible. Like right now, and I'm saying this sentence, it is August 21st, 3 .01 PM.
Can I book a call at 3 .30 PM, for example? Then we want to have as many options as possible within that 72 hour info or window. And then if possible, adding some genuine, not fake -looking urgency or scarcity when we can.
So let's go. Let's see what we have here. So this is it.
Let's refresh. Where do most of your leads come from? So that's one that's good in the sales process.
What kind of business are you? I think this is a DQ one because events, SaaS, and e -commerce I think probably would DQ me. What kind of service do you provide?
This is good for the sales process. So that's two. Average monthly revenue is probably going to be a DQ question.
So two and two. How do you typically learn something? Like I could probably see that this is a DQ question.
I feel frustrated if results don't come quickly and might move on. Let's just say that. Google.
Yeah, see, I bet you that is a DQ question.
So let's answer it as if I was super qualified.
And now we're going to our page here. So does it dequeue bad prospects? Yes, yes, yes.
It is short enough to complete? Yes. So to me, it passes all of it.
So let's see what their booking window is. We allow bookings up to five days out. But here it says not five days out.
So it looks like it passes there. What's the earliest I can book a call? Oh, this is five days out.
Oh, but there's a weekend. So one, two, three, four. So there is a weekend.
It's tough. I would have preferred if we saw it on this date, but I can't book a call today, which is unfortunate. It's also unfortunate when he has this much proof and that kind of stuff that he doesn't get at least some closers to do it on the weekend.
Business owners are busy, right? Looks like he has ample booking space, but he doesn't have a lot of booking time on this one. This is Australian time zone, too, so we got to keep that in mind.
What is the Australian time zone?
It doesn't have very many late bookings available, which is unfortunate, too, because some business owners are busy during the day. I would say that's not necessarily... I can't book very early.
I would say... Quite a few slots are open in the next 72 hours, like 1, 2, 3, 4, 5, 6, 7, 8. Here, 1, 2, 3, 4, 5, 6, 7, 8.
I'd say enough. And then I really like this. We only allow booking up to five days out in our calendars.
This is what I mean by genuine. This is probably too true, and this is like a subtle flex in form of urgency or scarcity. It's very, very well done.
But I don't like that I have to wait till Monday on a business of this, what I presume, scale. And there's not that many slots open in terms of just like total diverse number. So like, I would really like to be able to book on a weekend with this many ads running.
I would really like to see more slots open later in the day.
I think five days is too long for this, but because so much volume, you know, perhaps, perhaps.
To me, this is like a... If you take into account both of them, probably a...
It's definitely not a 2, definitely not a 1, definitely not a 5.
I'd say a 4.
So the next thing we're going to look at is the Thank You page. So the Thank You page, very, very important page. I would say probably the most underutilized page by most people.
So we want it to do a few things. We want to use this page to pre -frame them for the call. We don't just want to sit there and be like, oh my god, thank you for calling, right?
Or thank you for booking, and then that's it. We want to put a lot of stuff on it. Number two, we want to prompt them to go into their email and accept the email invitation, because a lot of the times people don't, and if they don't accept the email invitation, their chance of showing up is basically zero.
And then the third one is we want to force feed them as much information as possible and answer every single objection or question they may have instead of having to do it on the call. That will make them more likely to show up. That will make them more likely to, it'll be a different call.
That'll be much further in the sales process. So this is what an elite thank you page looks like. Remember?
So basically, the headline basically confirms that their call was booked. You're in. They're prompted to watch the VSL.
This is a screenshot, but it is a video. The VSL answers all of their most important questions, and they're kind of prompted here to do that. And then they're prompted more to scroll down.
So after this video, there are three steps to finish below. So there's many ways to do this. This is how I prefer, and this is the example I have.
And then when they scroll down, and I have this white space here. This white space is kind of exaggerated just to show you that they're different stuff. In this one, you'd be able to see that it's attached to this and then so on.
But step one, for example, reply to our confirmation text. It'll show you who it's coming from, your closer. If they respond to that, very, very good sign.
You can gauge their real intentions and it confirms that their phone number is actually them. Number two is like... You know a lot of the time Google Especially will say like you don't know the sender and then it'll prompt them to go into their email and do it like that And then the final one Watch our top five FAQ videos.
There's always gonna be those FAQs that are objections that you get the most So have like two to five minute videos on here each with a thumbnail Answering the FAQs and like if you just had these three things and then as much proof as possible Very, very good thank you page. So let's see where you, Brandon, has.
So this is the thank you page. So if we look at the above the fold section, okay, well done, you're booked in, very good. So basically it tells them what to do.
The VSL is not above the fold, in my opinion. I think that is a missed area of opportunity. But watch the video.
Did you see, like, this is what I'm looking for for the homepage headline. Like, what is with the homepage headline when the VSL, the ads, and this are basically, like, literally, didn't I just say that? Learn how to generate qualified leads without an agency with ads, I guess.
But, like, this is that homepage headline. Hopefully that's an A -B test or it's not. That's really weird.
So let's see. As you probably experienced with yourself, the most annoying customers are the worst leads to deal with. If you're annoying during your application process, we'll just delete your application so we don't have to deal with you.
That's hilarious.
To me, that's a very nice form of maintaining the frame. Very good. So let's see this VSL.
Without watching the full thing, yes, I would say so.
I don't see anything prompting them to respond to the SMS or the invite anywhere. We have the FAQs, again, in the proper place now. And then more proof, and it looks probably the same proof as before, so we don't need to look at it again.
See, it's just the sales page. He clearly can do it properly. I just don't know why the sales page is not proper.
There is more proof. Does he have those FAQ videos? Oh, there we have them right here.
It was common to question what's covered. So yes, we do. And then there's something, there must be a negative Reddit thread about them.
So this can be a good thing to do. Ideally, you don't have negative stuff about you, but this is the real world.
This is kind of like an FAQ video on its own. Where he's overcoming a lot of trust FAQs. That's a good one too.
But yes, this is what we're looking to see. In terms of... He does perfectly in terms of the actual...
He does it perfectly in terms of the actual what's on there other than the prompting them to find it. But it's just like...
We need to fix our above -the -folds pretty badly. And again, a lot of people, not that I'm trying to roast or criticize, but a lot of people will say stuff like, well, it's working, so who cares? And to some extent, I completely agree.
But to another extent, . He's working in spite of this, not because of it. And if you want to have that sales letter, it's great.
You just have it right here. I really like how he frames that though. That's funny.
That's good. So nothing here, nothing there for his FAQ videos.
Basically the same thing. Very good.
I think he probably could have thumbnails and that instead of having this kind of stuff, he had thumbnails kind of like this, but very good.
Let's see where we are. Where are we? So no reply text.
No accept the invitation. Missed opportunity in my view.
So we see these side by side. I would say missed opportunity. For this, pretty good.
I would say the only difference, you probably would have the headlines, but no serious. um kind of difference so like for the notes redesign the above the fold here just like the sales page to maintain proper hierarchy and a very good impression add the calendar prompt the invitation add the What am I trying to say?
Add the reply to our text prompt, because I believe everybody should have that. So nearly everything is in place and executed competently, but it's still a few gaps. Some important pieces are in place.
To me, this is a three. He needs to have that prompt system. He needs to have a different above the full design.
Now we're going to get into proof. And like I said, proof is a spectrum. It's not do you have proof?
Well, it is do you have proof, but also how much. Everything gets easier in direct proportion to how much proof you have. We want to create an endless scroll of proof on the page and have different types of proof and have proof from different levels of the ICP.
And not really levels, but like, for example, he's doing business owners. We want to have tons of different proof from different types of business owners. We don't want them all to be roofers, for example, unless we're a roofing.
offer and then we want to have a summary of our proof so it's easy to scan we want to have multiple forms of third -party proof that are harder or impossible to fake and ideally in our proof we want it to like overcome objections right and for elite proof like here's kind of what the logos look like you know there's many logos show me how many customers you want We have these screenshots.
They're the screenshots in their native form, but they're a lot bigger than what he has. But even I could have a one liner here in like this example. There's hundreds of client wins of all different types, which compound as proof.
Then you have I have it scrolling here. This is a bad screenshot, but you have client testimonials that are very clear and very like. In the design of third party websites and maybe even linking to the third party websites, which makes them more powerful.
There's 200 testimonials here. Video proof, like I think I put a screenshot of him in there where like this is what it should look like. So he's the example there.
And then third party proof. If you go on to there's an agency called Client Boost. If you go on to like five different review websites, there is.
you know, 400 reviews, 122. On some other ones, I saw 200, 300. There's so many client reviews and testimonials on third -party sites, which makes them more trustworthy.
And there's just such a high volume of them that it becomes an overwhelming form of compounding proof. So how many testimonials can we find? Let's go.
I think this proof is relatively similar on every page. So testimonials.
We can find zero logos, so zero. Zero case studies.
Third party reviews.
Don't really see any third -party reviews. I am in Dubai right now, so it's kind of like I might not be the correct search engine to show up, but... So he has some reviews on Reddit here.
I wouldn't really count that from what we're looking here.
I would say... Unless I'm seriously missing something, no third -party reviews. How many screenshots can I find?
Hundreds. How many testimonials can we find? Hundreds.
We kind of went over that before.
But I like this test here in an audit. How long does it take me to scroll through their proof at a reasonable pace on mobile? So let's just start a timer here.
Okay, so I've started. I have not started the timer. I'm cooked.
I took a picture for some reason. I'm such a boomer. So I started the timer.
Let's go at a reasonable pace.
It's going to take an insane amount of time. Let's go at a fast pace and we'll multiply it by two.
Honestly, I think we get the point. Let's just say several minutes.
He has the testimonials from like literally every kind of business. It looks like you go back there, you know, financial broker, plumber, fat loss, health coach. We're going to say effectively everybody there.
And then how many different objections I put the ad up within.
10, 15 minutes. I start with a few thousand dollars. That's literally had leads the same day.
We're using an agency from knowing absolutely nothing. Like I would say, you know, all of them. So he does a great job here.
To me, like we don't see any logo proof. We see a bunch of screenshot proof.
Like just having all the logos of these businesses would be very strong. You could have like an infinite scroll of logos again.
so screenshot proof we'll take this picture and then let's go up here we'll get the testimonial proof anyone would be fine we also don't see any case studies we don't see any third -party review type thing so So image, let's add this here.
So we see this.
Actually, let's go to the top there.
And then I'm going to use this as an example for future ones. Because it's just so good. But we don't see any third -party results.
So proof, like, I would assume that there's no third -party results because the fulfillment is hard to control. Like, you're relying on people to do it. And a lot of the time they have factors.
But no case studies. No third -party reviews.
Add everyone's logo in an infinite scroll and it will look sick at the top.
And then I would say put small snippets on the screenshots so they don't have to scroll in. So it's like an overwhelming amount of proof. It's almost so overwhelming that...
It's a five, but because there's missing a few things, it has to be a four. It's just like one of the most overwhelming amounts of reviews and testimonials I've ever seen, which is great. It's perfect.
So now we're going to get into the paid ads. We've looked at a lot of them, especially when we were doing the messaging, but we didn't really, like, now we've got to figure out our ads, right? So some principles that we've got to really be keeping in mind is that Always ads are going to perform worse, basically less efficient as you scale because your ads are going to larger and larger audiences that become less and less qualified.
So the performance dips. So when you scale your ads, they need to be better. If you want to go from $1 ,000 a day to $10 ,000 a day, your ads got to be like five times better.
Trust me. Second one is people need to see your ad multiple times before they click. That's why diversity of creative in terms of messaging, but just even more creative saying the same thing is important.
Like the end goal is you want to have at least four different angles that have a lot of creatives that can handle some serious spend because that is how you scale becomes very stable. It's also very effective if there's something about you or your ads that make you stand out and memorable. We also want to talk about in market versus out of market.
So in market means like in this case, there's going to be a people who want to learn to do paid ads themselves already and they're looking for a solution. That's where those direct offer ads really work. But there's only so many people in any market that is like that, right?
You eventually, you can't scale infinitely on that because eventually your ads will show to everybody who's currently looking for this exact solution. And then you got to go out of market, which is the problems of circumstances and agencies. Oh, it's people who hate their agency, but they're not necessarily looking for this, but they see that in the ad and now you got their attention.
And then in terms of ad quality for me, To me, like the ads qualities have to do with the scroll stopper. Do I immediately know the offer and ICP within one second?
Do I see proof within the first five seconds? And then do I see proof within the first 15 seconds, a second form? So like a large part of success with B2B ads is making the offer clear as quickly as possible and then just stacking on proof.
Like this is not e -commerce where you have to have a lot of good stuff. Just proof, proof, proof, proof. Make it clear and then proof.
Is the entire offer clear within the first 15 seconds? And then does the language they use the same as their ICP? You're going to kind of be a little bit of a repetitive section from the messaging part, but we're going to really dive deep into at least their top five ads in terms of number of impressions.
So this is what I would consider a elite static image ad looks like. So just like you don't need any sick designs. You don't need any production value, especially on static image ads.
Like so the ICP is called out at the top. The offer and ICP are immediately clear. Exclusive annuities leads sync directly to your CRM.
It's very difficult to incorporate proof effectively into these type of ads. And I definitely probably wouldn't even try. It's usually better not to try.
But the proof and all of that kind of stuff is going to have to be prioritized on the landing page because you can't do it in here. And remember what I said before. In static image ads, I'm going to add this as a principle.
For static image ads, you will need your VSL and sales page to do more work. For video ads, you can get away with being less optimized because your video ad is basically like a VSL. It's very important to note because if you don't match them up properly, then...
you just copy your competitor or some shit, and you don't match it up properly, you're going to be messed up. So basically, the top three objections are handled as simply as possible. The top objection around this, we don't know how to sync it to our CRM.
The leads are going to take too long, and what about fake and dead leads? That is basically answered as simple as possible. And the value in this is obviously you get people to click, but...
Objection handling acts as a very, very specific form of proof when you do it properly or when you do it preemptively. Because if you know the objections and you just know to say it like that, you must do this all the time, right? You must be experienced.
The next is the video ads. This is a screenshot, so we're just going to pretend it's a video. But if you don't know any better, this is a very, very good way to do your ads.
You just talk to the camera. You call out your ICP at the top. the desired result or whatever the problem is underneath and the subtitles are on the chin very very easy to just slam out hundreds of these ads per day so get your proof in the first five seconds here and you can't see it but there is and then get the offer clear within the first 15 seconds and then just literally put your video testimonials in the ad after that so the ad starts icp an offer one second everything's fully explained within 15 seconds and starting at 15 seconds It's just literally, you know, real video testimonials one after the other.
And then if you want to keep your ad going after that, just start hammering away at different objections. But it's up to you. Very, very easy to do it this way.
So for the paid ads audit, we're going to look at five image ads and five video ads in this just for the sake of time. We looked at all of them. It would take us three years to do.
So how fast do I know the ICP and offer? How fast do I see the proof or the result how many different forms of proof do i see within the first 15 seconds is the offer fully explained within 15 seconds how well does their hooker messaging fit to the icp how does their hook and messaging use the language they use how well does it address the different problems and how many different types of messaging do they have so we're going to go over all of this for each Actually, let's change this to the top four.
Just for the sake of time. And then we're going to put a table in here.
You can just put the ads like that.
You know, ad number one. Oops.
There we go. We're doing some on -the -fly surgery.
We're doing audit checklist surgery.
And we're going to rank these by number of impressions, but we're going to use a little bit of common sense because Facebook ad library is usually sorted by impressions high to low, but at the same time. So we're going to do this one here.
So link.
If at some point you get these things and the links are dead or the ads are turned off, nothing we can do about that one.
As I'm doing this, like... He is kind of like abrasive in his ads. He swears a lot and is like very blunt.
That is certainly can be bad. But that is an example like him saying the F a lot in the ads. Right.
And him doing all of this stuff and him like being in a robe by a fireplace. This is a perfect example of there's something about him that sticks out. Might not be everyone's cup of tea, so to speak, but a very, very strong example.
I don't really see too many image ads here. I don't really like carousel ads personally and I'm not going to talk about them. So we're just going to do the video ads.
Carousel ads have their disadvantages with placements but everyone has their own opinion.
So in this case, we're not going to do that because they don't have it, but we are going to look at these videos. So let's open up these.
And I'm going to take a screenshot.
See, like, look at them. He looks, you know, ridiculous. And that's...
a benefit not a drawback i like that ad a lot okay let's let's get these the same size It's not really the most flattering place to take a screenshot of him, but we'll be fine for now.
I really like how he always has different, his hair is memorable, let's just say that too. i like how he is shooting in a lot of different places and a lot of different styles because remember people are going to need your see your ad many different times so it's really good diversification on his part not even about the messaging but also just like the overall creative so let's watch these so remember our checklist how fast do i know the offer I don't like this at all for how fast do I know the offer.
To me, like, again, this might be getting a lot of spend and it very well might be successful, but it's not.
It's not really what I would want. Let's see.
Who knows? Like there's so many times where you go and like, it's their best ad, you know? So like no one really knows or like, don't take my word for it.
But again, to me, like some of this stuff is in spite of something, not because of it. And then on top of that, your offer does 80 % of the work. So he has a good offer.
So basically anything will work. So, oh, good morning. How fast do I know the offer of the ICP?
Not very fast at all. How fast do I see proof? No.
How many different forms of proof? No. Is it fully explained?
I could just, I don't prefer that.
See, there we go. No one's going to care about growing your business like you. Well, I know the ICP very fast.
Business owner.
Okay, so very good perfect perfect No, no, no Okay, I know it in one second.
I know it immediately. No proof. This is perfect.
This is perfect.
He has it very perfect. He has his messaging done absolutely perfect. Even more so than most people I've ever seen.
It's just perfect. It's just the order of operations.
And I'm not saying it doesn't work. It clearly works. He's doing some of the most proof I've ever seen.
It's just like if I was running his ad team right now, this is what I would be looking at. And this is the audit I'd be doing. It's nothing like saying it doesn't work.
So, yes, perfect.
It's more of the same. So yes, perfect, perfect. So to me, you don't see any side by side.
The big problem is I don't know what the offer is very fast, and I don't know the proof very fast. very well i'm sure that these actually do address and overcome the objections but the vast majority of people to me click away and obviously people are clicking and he's selling a lot of these but again if i was his creative director or whatever you want to call it this is what i would be saying i don't see any of this proof in a reasonable amount of time at least See, it's like 40 seconds without even knowing the offer.
So he could be... I'm just going to move on from that. For paid ads, need to get to the offer within 15 seconds.
Need proof within 5 seconds. Need a new form of proof within 15 seconds. Try and add where you get to the point and then just non -stop edit video testimonials in To me like he has all the bits and pieces his messaging is so dialed and that's probably why it's performing So well, but he could get an even better result with this I Would say it's a four out of five because everything is perfect in terms of the quality in terms of him speaking on camera in terms of his messaging He just is missing some proof.
So let's go to the content strategy principles, because we want to take a look at their content as a whole before we go into each piece and each platform individually, because like everything, everything is interconnected here. So we're basically looking for positioning and clarity, who they offer for. Or what is the offer and who's it for?
Setup and branding. Does this person look like they know what they're doing? Their mix of content.
So the 7 -11 -4 rule, I think Google put out a research paper that suggests, and obviously this is directionally correct rather than literally, but people need seven hours of time with you, 11 touch points and four different platforms before they'll buy. You know, no way to judge if that's true or not literally, but directionally that's true.
So do they have a mix of long content on? Do they have a mix of a lot of platforms and do they post consistently? Is this person creating fans, not followers?
Do they post hardcore business content that resonates in their niche or surface level garbage? Do they create a bingeable series of content? In other words, are they very, very focused on consistent topics and does each piece of content live up to the same standard?
Basically, you want people, if they come in on one video or one post to see the next one and it's just as good and solves a different problem and just, you know, they consume 10 of these things at once, basically. Is there a funnel unified in every platform? So can I go back to that landing page from every platform, regardless of which one I find them on?
And do you own a word in the target market? Like when someone thinks of their service, do they think of Brandon Willington? Obviously a big service Facebook ad, so probably not yet, but we really want to own that word.
So an elite content strategy, you know, you have one consistent, unified, really professional looking brand. You make two one hour plus YouTube videos per week. You have a daily newsletter.
You post three times per day on all the platforms with a mix of carousels and images and long form and video. And then every piece of content passes the $5 test. Basically, we'll get into that.
If I watch this content, would I pay $5 for it? Like that would be a short, like a reel. If I watch this YouTube, would I pay $50 for it?
You can have a sliding scale. So for our audit, do they post on every platform? So I've found everything but Twitter.
We're going to just, so they post on Instagram. I'm actually following this person. They post on YouTube.
That's their ads. They post on Facebook. Looks like identical content.
And then they sort of post on LinkedIn. Not as much.
Do they look like they know what they're doing? I would say limited from this profile picture and first impression, but he certainly does here. He certainly does here.
He certainly does here. Probably get a slightly better profile picture. Him on a stage would be perfect.
Him talking to his people would be... Much better.
Like this, except you can see his face and you have maybe a microphone.
Yeah, like that. Maybe you do up the buttons a bit, but that. This cover photo is perfect.
He should edit in an overlay that says learn to do Facebook ads and stuff, but we'll get to that in a point. But if we could take this, maybe do up his shirt a little bit, and we want to have a unified on every platform. So if someone sees him and goes and like someone sees him on Instagram, they look at him on YouTube, they know it's the same person.
And it makes a difference. Like, do they post ultra long form? 12 hours.
There's a good one. 48 minutes. Close enough.
The other ones are a little bit shorter. Let's say half point for that. Do they post business only content?
and then instead of trying to chase views yes yes claude fable i'll say yes given the benefit of the doubt yes and yes so very nice I would say yes, visually, first impression. And then do they stay focused on solving the problem?
And this is where people's content strategy really falls apart. So we need to only post content about our topic, nothing else ever. And we need to do that for at least three reasons.
Number one, when you post different shit all the time, the algorithm doesn't know who to deliver your content to. He does it all in meta ads here, Facebook ads, a landing page, I guess, but that's great. YouTube knows exactly what he posts and who to deliver it to and match it.
You post Facebook ads and you post Google ads and you post email marketing posts up. Algorithm becomes very, very confused on every platform. The second one is it really has expectations.
Like they watch this full Facebook ads course. They're going to expect every video if they subscribe to be about Facebook ads. And if it's not, they're going to unsubscribe, right?
That's just or never come back either or. And then eventually we want to own the word. We want him to post so much and such value for such a long period of time.
He is Facebook ads, right? In Australia. And then I guess he's trying to go to America.
He is Facebook ads. He's the embodiment of Facebook ads. So I think that he does a pretty good job of staying on track.
So I would say that this is going to be a strong four.
We'll look at these. Unify the profile, picture, and branding so it is identical on each. Post more long -form content.
So now let's look directly at his Instagram. Do I know what he does? But just by looking at it, is the content focused?
Can I easily promote it? Like, very similar, right? So if we look at it, so this is what an elite Instagram looks like.
So we have a professional profile picture at the top. We have a blue check mark. We have a high follower count.
We have a very impressive above the fold section. Look at how branded that looks. You have something where you explain what you're doing in here.
First line, then second line is DM me something to get started. And then the third line is usually a lead magnet. And then you have very, very good highlights here that are professional, not just the garbage that most people do.
Very good to put testimonials here. Very good to explain how it works. Very good to just have like 60 different reels about FAQs and just go through them.
And then you have three pinned profile pictures with professional covers. And covers is like the thumbnail. Either those are your best performing content or they're like meant to say something to them.
So let's go here. So basically, as far as Instagram goes, we're going to audit their above the fold in their profile, their pin posts, and then their content. We're going to look through a few most of their recent posts.
So looking at it, do I immediately know what the offer is? Let's actually go out on mobile too.
Do I immediately know what the thing is? I honestly don't personally. Like DM invite to come to a workshop and generate your own leads.
That's the third line. I probably wouldn't have zoned in on that first. I would put like Brandon Willington Facebook ads workshops in brackets or something.
or put the Facebook workshop here instead of CEO and founder. Chadvertiser is funny, but I probably wouldn't have that, to be honest, because then this is like a very core thing and it's cut off. You have to hit more.
So I would say no to this cover photo. There's no on cover photo. For the profile picture, it's good, but on the stage would be better.
He has that bio. Kind of. We're going to put yes.
DM me to do this, but it's cut off. We're going to give him half points for bio plus this. And then the highlights, I don't know what that is.
I have a blocker that prevents me from this, like a Chrome extension. But no, not a good use of this here, to be honest. We could have all of his overwhelming forms of screenshots, testimonials, FAQs, how it works.
So, but he has the blue checkmark. He has the follower count. So honestly, we're going to give him his checkmarks here.
Three pin posts. Obviously, this is very important to him. Like this is a very good form of credibility.
He won an award. Very good. His book coming out.
Very good. I would just put personally like a carousel here of nothing but testimonials that are specifically designed for this. And I put a cover image.
But I'd say it's pretty good. Like, his things don't really explain the offer or show any proof. Well, they show proof, the reward and stuff, but they don't really answer any FAQs.
I think it's a bit of a missed opportunity there, especially above the fold. So let's take a look at five of his posts. Let's just say his five most recent posts are not this one.
So this one.
See that's kind of an example of not staying on track in my opinion, but it's not egregious So do they post consistently yes they do Does their content appear to be getting better over time? Scroll back a bit.
Let's scroll back to maybe like six months ago.
Probably only going to go through the content on Instagram because it looks like it's kind of the same content on... facebook and he doesn't post as much on uh the other ones so it's hard to judge it's at least getting the same like for this i don't know like i don't really believe in posting that kind of stuff on like personal stuff on these because you want the algorithm and you want to own a word and set expectations but if you have fans like on here then it actually does work pretty good To me, I say he looks much more professional recently.
I would say yes. So let's take at some of this content. Let's go one second at a time.
Let's do the test. Do I know what this content is going to be about before I even watch it? Like what I mean here is two reasons to avoid AI generated content.
Everything should be like that in your feed. So I would say like partially.
I would say we're going to give it to him because it's better than nothing.
So now we're going to go through my favorite tests. Would I pay $5 to watch this or consume it? Is there something actionable I can do within 24 hours?
And is this the ideal content type for this platform? Because to me, just give value, bro. That is extremely vague.
versus what I pay $5 to consume. This is an objective standardized version of, does this provide value? And then when you combine that with the, is this something actionable I can do within 24 hours to me and to far as content goes, that's what creates value.
So let's take a look.
If you only run still image ads, what's going to happen is, sure, it will work with this thing.
Yeah, that passes the test. So let's go here. I think that's pretty good.
So yeah, to me, that's actionable too. You can go and change the different format types. So which one is this?
I grew this business that had like 27 different offers, everything was tailored and customised, and I was trying to hire people to do all these different things that we sold. I was like, man, this is not going well. And so I basically used the Australian Taxation Office as an interest -free line of credit just to keep the can down the road with this thing.
The process to get out of that debt was actually, it's our super counter tool, doing less. So the basic math was we were doing about $100 ,000.
I'd say this is generally good advice.
So this is a carousel. I ran a split test I forgot about, and then it found a double the conversion. All I did was change the background.
It was me speaking to a room of 12 people. We've seen that on a site. That one small change can easily double your conversions.
My upcoming book goes through this. Most people just use a solid... Yeah, you could do that.
Doubling conversions. That's an aggressive claim.
To me like There's nothing wrong with this, but this is an example of keeping it very focused on the problems for those three reasons. To me, that doesn't really pass.
And if you are trying to scale, like his primary source is paid ads. So in some degree, like he's not trying to get a lot of views with these. So it doesn't really matter, I guess, as much.
But if you were like really trying to smash new records with Instagram organic or whatever platform you'd want to do that.
generally video content. I think Meta will penalize you with much higher CPMs than if you use real organic human content. It's in Meta's best interests to keep AI slot off of its platform because it creates a worse user experience.
The other thing as an extension to that, AI is a little bit too perfect. It's kind of like how I tell you not to film videos.
I'd say it's good, but nothing actual. Like, yeah, this matters a lot more. And maybe I should put that in the content strategy or the content principles going forward.
just paid ads and you're just using your content as basically to nurture and it's such a small percentage of your traffic it doesn't matter as much but i think he probably does a strong three here so let's go back and let's take a picture so we see like Especially in this profile setup, we see a lot of the right things.
Like we really like what we see. It's just the pin posts could have a thumbnail, could be more. And then the highlights, I'd say, and then getting this advertiser out of there.
It's just my opinion, of course. So get the highlights. with stuff like your overwhelming number of testimonials, reviews, screenshots, etc.
plus at least 60 or every possible FAQ as a reel. Get rid of Chadvertiser in the bio even though it is funny because it makes your actual offer get cut off.
Follow the $5 and actionable within 24 -hour rule and don't deviate to non -value content as much. That's what I would say. I was going to say this is going to be a strong four actually because he set his profile up almost like four.
Nearly everything is in place, but there's still a few gaps. That's exactly how I would describe it. So for Facebook, like...
I'm not going to read some of this again, just because he's posting the same content on Facebook. It's a bit repetitive, so let's look at his Facebook. This is what an elite Facebook looks like.
It's the best one I could find. It's from Hermosi. He has a good cover image.
He has his links, all his call to actions, and he has a lead magnet in there and his Instagram linked. It's basically all you want. So let's go to his Facebook, especially on mobile.
Like this is good. I'd have an overlay saying what it is. You need the description and the bio and the link here.
Call to action button should be click, not message. And then you should have that other profile picture. I think it's the same content.
He said he only posts this so he can run ads in 2022. It's probably time for an update, but yeah. So I would say this is not very well done.
It looks to me like it's an identical Instagram post, so it's just we don't need to review it again.
So if we look, this is a very big point of weakness, and it's crazy to me. I'm going to put this in principles. So many people neglect their Facebook.
It looks to me like he's advertising on Facebook. If you don't restrict it, about 33 % of your ad budget is on Facebook. And people click on your profile from your ads all the time.
You need your profile to be good, even if you don't prioritize Facebook as much as things like Instagram, YouTube, LinkedIn, etc. It's like crazy to me. So the audit, he kind of has a good cover photo, but that's about it.
So look at it. Facebook, Hermosi there, side by side. he should have that thing there even though that's pretty good has no bio has a link kind of needs learn more needs his information needs to link his instagram but i'd say that this is honestly zero well two we're gonna put it as a two need to fix profile need to edit in offer into cover photo Pretty bad.
So LinkedIn next. And the principles are the same. And this is what an elite LinkedIn looks like.
You have a cover photo at the top that makes the ICP and the offer clear right away. You have basically... The cover photo at the top also has logos to show clients.
I think that's a good one. That applies on Facebook and Twitter too. You have a professional profile picture and the description says what you do and then you show social proof.
And then the about thing before it gets cut off shows some results you've gotten or some more proof. So as far as their LinkedIn, as LinkedIn goes, let's delete, let's get rid of some of these now.
As far as the LinkedIn goes, even if you don't use it, because so many people will see your ad, they won't click, they'll go straight to Google, search your name, see your LinkedIn pop up, that's the platform that they like to use, and then they'll look at it. Like profile picture is better here, needs to do the logo and the offer and stuff here.
He needs to fill out his bio, he needs to fill out the about me section, it doesn't even look like it's up there. And then he would need to fill out his posts too.
like his pinned posts or his featured posts, which doesn't look like it's set up. If you have your featured posts, you can really have a nice set of call to actions here. You could have one, yeah, it's just not set up.
And I think this is a shame because so many people will see your ad, not click on it, Google you, click on whatever platform they prefer to use and judge you based on that. So you really have to, in my opinion. You got to be on top of every platform, even if you don't think it's necessarily that important.
Like if we were to compare these, you know what she does right away. You see some proof here. You have the bio with all the background and more forms of proof.
You have the about section and then her featured posts are down there. So I just need to build a profile. Need to use featured posts.
Need to fill out about section. Need to post consistently.
To me, this is a one. And again, probably not a tremendous part of his business or content strategy. Doesn't really look like he even uses it.
But for the people who are going to see your paid ad, click on Google, which is like 25, 30 % instead of clicking. And search LinkedIn, which I'll admit is like 5 % of people. It's important.
So for Twitter, this is what an elite Twitter looks like. You could even make this Twitter better by doing the same thing in the previous example where you edit in the offer into the cover image. But you have a professional cover photo.
You have the profile. The ICP is immediately clear. You have some results in the bio.
You have a DM me to do X, Y, or Z in the bio. And then you have a pinned post, which is helpful to the target audience. There is no Twitter here.
So we're just going to put zero, I guess.
No real notes because there isn't anything.
I guess we're going to put one because we don't have zero. For YouTube now, basically, so on YouTube, your ultimate goal, in my opinion, is to get four videos that do well enough and begin to rank in search. So you begin to get search traffic and consistent YouTube traffic forever.
Other than that, like everything about YouTube content is very much the same in terms of principles. We just want to look for ultra long form content that has a good chance to get ranked. So like an elite YouTube profile.
So you immediately like the cover photo at the top is a great place. I help generate businesses, generate sales views and leads from YouTube. Can't get more clear than that, ICPN offer.
SocialProof makes it clear what he does for the profile picture. He's holding up the YouTube plaque and banner. That's kind of a use case that's specific to this platform.
But the description tells you what the offer and the main result is. And then every video is about the same topic. You know what this channel is about in one second.
So for the YouTube audit, we're going to check out their branding. So we have them here. So right away, he basically has...
No branding. Like he could have a cover photo that looks really good. He could just literally do exactly like this and then him talking on stage and it would look much better.
His profile picture could be him talking on stage too. Video consistently looks good. I'm on a mission to help service -based business owners generate their own leads so they can stop.
I would just put I help service because then agencies wouldn't get cut off. But other than that, it looks pretty good. And then does he have those long -form courses, right?
So it's thumbnail consistency. I don't know. Channel links, yep.
Let's just go into the desktop version.
So yep, pinned comment, yep. So all of his links are great. Perfect.
No cover image. He has this long form course, which is great. And he should put a thumbnail on it because it already got 121 K views and it's 12 hours and he's making thumbnails for other ones.
So he like, it's clearly not going to the low effort. I don't really care. Thumbnail style, which is valid.
Like I'd like to see him make new course, lead generation course, marketing course, and then just, you could just paid ads course, right? You could like, Kind of make them all, and they might be the same thing, but they all have a chance to rank and search and get his four videos.
I would really like that. So his four most searched videos, he only has five.
See, look, there he put proof in five seconds in the YouTube video. Let's get it on the ad in the VSL now.
See, I know what I'm talking about here. You need to be consistent. Look at two times the proof in 15 seconds in the YouTube course and look at how many views it got.
Add that to the videos and to the paid ads in this VSL. Yes, like to me, there's got to be something. I'm not going to watch the entire thing, but I know what the content is about.
I know here. Too early to say if it gets better over time. Too early to say if they post consistently.
Depends what you define consistently. Say yes for now. they have one long form that could rank in search and yes it's the ideal content type for this platform so side by side comparison oh my god we're getting mugged right now so we're gonna have to do it like this then What is with this bad cropping over here?
So you can kind of see, like, what he's really... Everything's good, I'd say, but he's just missing the cover photo, which is a great chance for them to instantly know what they're doing, right?
So for YouTube notes, everything, like...
Get a thumbnail on that course ASAP get a cover image that shows ICP Plus offer ASAP and then make more long -form courses that could rank such as marketing course lead generation course Advertising course etc. Even if they're very similar so for YouTube Nearly everything is in place to me and executed competently, but there is a few gaps.
So we're kind of into the final couple of parts. The first one is going to be about activation points. Some people call these conversion mechanisms.
Some people call them whatever. A ton of people, especially when you're running ads or running traffic at volume, they'll just essentially become stuck in your funnel. They're vaguely interested, but they're just not to the point where they even book a call.
And we need activation points to move them along. So basically, if we have multiple acquisition points, it's also like multiple ad angles or multiple types of messaging. It gives a multiple pass to convert because not everyone responds to the same thing.
So if you had an elite activation points, you have your long form YouTube, you have podcasts, you have a book, you do a weekly webinar, you have a free community, like you have an appointment center, you have a lead magnet, you're developing frameworks that they use and remember. You have a checklist. They apply your advice and they experience some results.
All of these things can push people towards either booking a call or if they've already been on a call to actually reactivating and converting. And the more that you have, the better. So do they have a newsletter?
We're not really able to see that, but there's no reference one. Do they have a community? Again, we're not able to see that, but there's no reference.
Do they have an appointment setter? Very, very likely, but we just didn't do that part. So I'm going to say almost certainly.
Do they have a book? No, but it looks like September 25th. Long form podcast.
Doesn't seem like it. YouTube. And then all of this kind of stuff.
He kind of has, I would say that he sort of has frameworks on his thing, but it's not really formulated. So like he could basically, like we have an appointment setter. And we have a long -form course.
So just think about it. Either I know about this guy and I have a book to call. What could I go on his website and see, which is not much on the main website?
What could I do to push them along? Looking, he's going to get his book, but we don't have that much. So he should have, to me, at a minimum, monthly live webinar.
And then I like to stack a free community. that goes that has lead magnets or has action steps and frameworks inside so you get both of them at the same time and it's kind of like the reason for them to join and then a long form lead magnet which is like the written version of the course and then we can't see it but like if they don't if he doesn't already not already five times per week newsletter to his entire list because he's probably getting so many people on his list and newsletter is the ultimate way to convert people.
So to me, it's a two. The next thing is search results. So many people, like I've said, will see your ads, they'll see your content, they'll see your outreach too.
Not that we're doing that in this audit. They're not going to do what you tell them to do. They're going to go to Google and see what you find.
And that's why it's so important to have all of our profiles set up, even if we don't necessarily use them a lot. So are the first page results negative, positive, or non -existent? Negative is obviously bad, but non -existent is not good either, trust me.
And basically, they should be able to go to search results, choose which platform they want, and continue the funnel regardless. So let's do the personal audit here. So do they have content on their personal social medias?
Yep. Do they have their own website with their name? Like to me, I didn't see one.
You should always have your own name because people want to search you. You can control it. And a lot of people will have your name and then they'll cook you, you know?
So LinkedIn, what's the first results? LinkedIn, YouTube, several YouTubes.
entrepreneur .com where are we here Forbes Australia the next is that reddit thread is that the one where they used went through and thank you page I believe so and put a question mark Addicted to success. So we're just going to put blog posts because that's not really a...
Like that's what's on the first page. And then he has a bunch of YouTube videos. Looks like podcasts.
Four podcasts where he is a guest.
To me, like these aren't necessarily the... So these aren't necessarily positive or negative.
This is not his actual YouTube either.
Didn't see this one.
It's kind of like inactive.
But.
He needs to do a better job of getting his real YouTube in there. Or his current YouTube. His Instagram.
Preferably some third -party search results because there's not a lot to go off of. The savvy business owner is going to know that the entrepreneur in the Forbes Australia are probably going to be press, like PR, like paid for. But anyway, company audit.
Let's go to the company one.
it's a kind of an awkward name to try to rank like where are you australia okay so the first thing that shows up is website but has nothing on it really which to me like that website would be a great place to put all that proof and that other activation points company linkedin Company Instagram.
So basically, do they have third party review results showing up? I'd say no. And like on their social media, like they don't have a YouTube, they don't have anything.
Like this is a great place to just put FAQs and it looks like they are doing this.
They should just get a better job of having the FAQ consistent with the cover photo and put client results.
I'd say it's a decent job. You should do that on LinkedIn, on Instagram, and on YouTube. I don't see them on YouTube at least.
See the LinkedIn?
They need to do it on LinkedIn and YouTube.
So this is kind of a bad page. I'll do that later. We're not going to do this side by side for now.
So need.
FAQs and testimonials on company LinkedIn, Instagram, Facebook, Twitter, and YouTube. They should all try to show up.
Need third party reviews. I think this would really help him. Maybe control the narrative, maybe not, but I think it would really help him.
So I would give this a...
i'd honestly like give this a two to be honest so top five action steps this is what we're going to really we're going to go through the entire thing we're going to do a quick review and then see what the top five things that we think he could do to really do this here like really improve then we're gonna finish it off with what to keep doing just a small list so let's Go and do that quick.
So top five action steps. So to me, the first is sharpen the above the fold section, especially on sales page, sales plus thank you page. The second is unify branding across, unify branding and posting across all platforms.
The third to me is get third party reviews in general.
The fourth to me is get activation points.
At minimum newsletter, webinar, lead magnet, community, four plus frameworks, four plus action steps.
Probably the fifth one is on the paid ads, get proof plus offer within five to 15 seconds. Get proof faster within five seconds plus offer within 15. To me, these are the things that you should have to bet.
And whether it's working or not, which it clearly is, that's besides the point. So to me, the headline doesn't... really match or make sense and the design is very poor in visual hierarchy why it matters congruency is one of the most important things they clicked on your ad because they liked the topic and then that topic is nowhere to be found the first impression is messy what order should that change like fix design then fix headline you know anyway we don't need to do that last part like i usually do that but don't you know he's a successful business owner he can figure it out bars so you don't look very professional on some and it is hard to tell exactly what you do immediately people need to be able to see the same branding on every platform or consistently consistency and instantly register what you do in their mind what is wrong nothing shows up at all no matter what some people will not trust the stuff on your website what is wrong i am guessing the crm has tens of thousands of
sort of interested leads that have not booked or not paid the activation points could help you win back millions in dollars basically what is wrong it takes too long to get to the offer where A large percentage of people will click away by then. Of course, the people who click on it are the people who resonate.
Of course, they're watching the full thing, but the average person, not. It takes too long to click away, and a lot of the time, there is no proof until well past someone would have stopped watching. So that's what I would do for his action steps.
And to me, what to keep doing? You do a great job of standing out in the ads. It's perfect.
Your messaging is super dialed. I love that. It is a perfect offer for the industry and ICP.
Keep on collecting those absurd amounts of proof because that is truly some of the most proof I've ever seen.
One more thing. What should he keep doing? Keep making ultra long form searchable content on YouTube.
So to me, like Brandon Willington, meta ads for you. That is the end of the audit.
The Hook
The bait, then the rug-pull.
Matthew Larsen saw one Instagram ad for an Australian company teaching small business owners to run their own Meta ads, and turned it into a three-hour, completely unscripted teardown of everything from that company's funnel down to its LinkedIn About section - scored, section by section, against the same fixed rubric every time.
Named ideas worth stealing.
17:17list
Industry Evaluation Scorecard
- Customer LTV
- Easy to reach (paid ads / content / outreach / partnerships)
- Market size
- Significant pain
- Spending power
- Market direction (growth)
Six 1-5 criteria, scored out of 30, used to judge whether an industry is worth building a business in before ever looking at the offer.
Steal forscreening any new niche or ICP before building an offer for it
33:30list
Offer Audit Checklist
- Built for cold traffic
- Badly wanted/needed result
- Creates obvious value (money, time, cost, risk, speed)
- Perceived likelihood of achievement
- Clear result or deliverable
- Time to first value
- Customer effort and sacrifice
- Covers acquisition and fulfillment cost
- Strong risk reversal
- Relevant in 5 years
- Leads to a main offer
An 11-point, roughly 55-point checklist for scoring whether a specific offer actually fits a specific ICP, including an explicit CAC math check most people skip.
Steal forstress-testing any new offer's pricing and structure before launch
1:25:13model
5-15 Second Ad/VSL Proof Formula
- ICP + offer clear within 1 second
- First proof within 5 seconds
- Second form of proof within 15 seconds
- Entire offer explained by 15 seconds
- Alternate proof and objection-handling after that
A fixed timing formula for cold-traffic video ads and VSLs, applied identically to every ad audited in the video.
Steal forscripting or re-cutting the first 15 seconds of any B2B video ad
2:14:47concept
$5 / 24-Hour Content Test
Two questions to run every piece of content through: would I pay $5 to consume this, and is there something actionable I can do within 24 hours of watching it?
Steal forfiltering low-value content ideas before they get made
2:13:02concept
7-11-4 Rule
A directional rule of thumb (attributed to Google research) that people need roughly seven hours of time with a brand, 11 touchpoints, and exposure across four platforms before they buy.
Steal forjustifying a multi-platform, sustained content cadence instead of a single-channel push
How they asked for the click.
VERBAL ASK
05:05link
“You're also going to be able to download this completed document in the link in the description and the pinned comment.”
Mentioned once, briefly, near the intro and never repeated - no hard sales pitch anywhere in the three hours. The only other asks live in the video description itself: a watch-next video and a second-channel subscribe.
FROM THE DESCRIPTION
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
