12:23Grant Cardone · Interview
Nobody Will Watch You. Post Anyway.
A twelve-minute conversation on why new creators get ignored, not rejected, and what it actually takes to get seen.
August 31stThe argument in one line.
A landing page that has to replace a salesperson must preemptively answer every objection through design, not just copy, because nobody is standing there to handle the doubt when it shows up.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant already selling a high-ticket offer on calls who wants the page itself to pre-qualify and pre-sell before anyone books.
- Anyone writing or designing an offer page who keeps getting traffic that lands, scrolls, and leaves without a clear reason why.
- A solo operator running paid ads who cannot tell whether the problem is the ad, the page, the offer, or the audience.
- Someone building a low-ticket front-end product and wondering how the headline number they choose decides which customers they attract.
- A designer or copywriter who wants to hear a practitioner explain, element by element, why each choice on a live seven-figure page is there.
SKIP IF…
- You have not made a first sale yet. Almost every rule here assumes an existing offer, existing testimonials, and traffic to test with.
- You want a build tutorial. There is no page-builder walkthrough, and the pages shown run on a deliberately dated tech stack.
- You need clean language. The recording is a private-room session and the profanity is constant and unedited.
- You are looking for split-test data. Most rules are stated as the speaker's operating logic, with only a handful of tests actually reported.
The full version, fast.
Selling without a human on the phone means the page has to do everything a closer would do, so every element is treated as an objection handler. The method starts with a peripheral-vision test: if you cannot read the headline while looking at the edge of the screen, it is too weak. From there it stacks outcome-led headlines, testimonials ordered by recognizability rather than result size, color coding that lets a skimmer get the argument from bold text alone, and old way versus new way graphics that make the reader place themselves in a bucket they want out of. Positioning sits underneath all of it: name the current method something ugly, name yours a new opportunity, and speak to the top of your avatar because you always attract below the level you speak to.
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00:00 – 03:20
01 · Cold open: the claim
The numbers behind the no-calls model, and what the five hours will cover. A free skill pack and an AI agent affiliate link are named up front.
03:20 – 10:05
02 · The three-second peripheral test
The core diagnostic for any hero section. Look at the right third of the screen and try to read the headline in your peripheral vision. If you can't, it fails. The McDonald's arches are the benchmark for unavoidable recognition.
10:05 – 15:16
03 · Outcome-led headlines and hot-button words
Why the headline leads with the outcome rather than the pain for sophisticated markets, and how words the audience already uses (consistent, profit not revenue, no calls, no team, no stress) get slapped into a ten-word headline.
15:16 – 34:54
04 · Visual authority and funnel architecture
Everything in frame is doing persuasion work: lighting, awards on the wall, the watch, the dog by the pool. Then a long detour into what top of funnel and middle of funnel are each for, and why a retargeting audience should be thousands of qualified people, not a hundred thousand video viewers.
34:54 – 39:15
05 · Layout, color, and the two-wide grid
Custom CSS forces testimonials into a two-across grid because side-by-side creates an impression of volume that full-width stacking kills. Three across is unreadable, one across feels like a social feed.
39:15 – 53:22
06 · Ordering and curating testimonials
Twenty testimonials selected from over 850, ranked by how recognizable the face is rather than how big the result is. Names are the smallest text, play buttons prove the videos are real, and every pull quote alternates between edifying the host, the room, and the result.
53:22 – 59:54
07 · The one big domino
One central belief carries the offer, and everything else exists to knock over smaller beliefs when the big one won't fall. The page and the retargeting content attack the same beliefs from a hundred angles until one lands.
59:54 – 1:07:45
08 · Low-ticket sales page teardown: the headline number
A live walk through the front-end offer page. The specific revenue number in the headline decides which buyer shows up, and a time-bound promise has to be fast enough to feel urgent and slow enough to stay believable.
1:07:45 – 1:16:41
09 · Mobile first, the fold, and the copy hook
Design mobile-first: the button must be fully above the fold or a single tap becomes three, and a peek of the presenter's head plus small arrows induces the scroll. Then the copy hook, a line whose only job is to sell the next 90 seconds of reading.
1:16:41 – 1:23:50
10 · Writing for skimmers
The bold headlines alone have to carry the whole argument, because most readers scroll and land somewhere random. Any entry point on the page should make a stranger want to scroll back to the top.
1:23:50 – 1:37:01
11 · Color coding and engineering the scroll
Red for pain, white and light for the new way, purple for the AI layer. Bold-only reading paths, animated content collages carrying subliminal words, and a section-by-section teardown of a long sales letter that stays skimmable at every scroll depth.
1:37:01 – 1:41:49
12 · Broken windows
The spider-web-in-the-luxury-dentist story. One dead link or unplayable video makes the reader ask what else is broken, and fixing it in front of them does not repair the doubt. Applies to every asset a prospect can find, not just the sales page.
1:41:49 – 1:44:58
13 · When prospects research you with AI
Buyers now vet sellers through chatbots that hallucinate. The proposed defense is a piece of content that thoroughly undermines trust in AI-sourced research before the prospect ever runs the search.
1:44:58 – 1:55:06
14 · Show don't tell, and VAK consumption
The less the brain has to read, the easier it processes. Visual, auditory and kinesthetic preferences get applied to pages: the same book shipped as PDF, video read-along, and audio, so nobody is forced into a format they hate.
1:55:06 – 1:58:45
15 · Open loops and closed loops
A definition and a chain of examples. Showing a dashboard without naming the software opens a loop, naming it closes that one and opens another. Every stage of a funnel is a loop being opened and closed on purpose.
1:58:45 – 2:14:36
16 · Old way / new way graphics
The workhorse graphic. Name the old method something ugly, set it in a gritty font, list its steps as a step-by-step account of the buyer's own suffering, then set the new way in half the steps with twice the white space. Includes how far to exaggerate the pain before a sophisticated audience feels talked down to.
2:14:36 – 2:18:44
17 · Why AI-built pages all look the same
Pages that obviously came from an AI builder read as mailed-in to the buyers who can spot them, while hand-built CSS on a dated stack reads as craft. The counterpoint from the room: to some buyers, AI-built looks current.
2:18:44 – 2:29:43
18 · New opportunity positioning and the top-1% math
A three-generation model gives readers two bad buckets and one good one without pigeonholing them. Then an expectation-setting exercise: hours-to-mastery math showing that the outcome a buyer wants in 30 days statistically takes over a decade.
2:29:43 – 2:34:10
19 · Identity selling: who do you want to be
Three named identities with explicit criteria: the ghost, the wantrepreneur, and the branded aspirational one. Two are written to be repellent so the reader moves toward the third on their own. Wardrobe and logo choices do the same job silently.
2:34:10 – 2:45:52
20 · Ad creative: images that convert and images that don't
A walk through image ads that failed and carousels that worked. Cars and watches attract people who want cars and watches. Family, group, and understated proof attract the buyer with money already. Show the transformation visually and the copy has less work to do.
2:45:52 – 2:54:17
21 · Matchers, mismatchers, and reverse psychology
Some audiences accept claims on contact, some reject everything first. For a skeptical market the entire posture has to read as indifference, because any visible wanting reads as need and kills the sale.
2:54:17 – 3:09:42
22 · Teardown one: hardscaping coach, and the higher end of the avatar
A lead magnet page rewritten live. The headline names the wrong pain, so it gets replaced with the 70-hour week the owner actually complains about. Establishes the rule that you always attract below the level you speak to, and the modern-hardscaper new-opportunity angle.
3:09:42 – 3:30:05
23 · Generating ad imagery live, and qualification forms
A long ChatGPT session prompting for a photoreal image of the successful version of the avatar, then its exact antithesis, so the two can run as a before-and-after. Ends on whether to tell people upfront which form answer disqualifies them.
3:30:05 – 3:47:51
24 · Teardown two: home builder coach, and naming the call
A million-and-a-half-dollar page that already works, stripped to headline, video, calendar, testimonials. The booking CTA gets renamed from the proprietary blueprint call to the outcome the buyer actually lies awake wanting. Includes practical split-test setup inside a page builder.
3:47:51 – 4:05:01
25 · Teardown three: web agency coach selling freedom
Working backward from surface desire to the real one, freedom, through repeated why questions. A positioning case study on a mentor who defined and diagrammed his own freedom concept, and how to sell a skill set against the fear of being replaced by AI.
4:05:01 – 4:22:45
26 · Teardown four: the page that got it right, and the impossible headline
A page that passes on aesthetics and basics, then gets pushed further: name the burned, skeptical ICP explicitly, write testimonials around disbelief rather than dollar figures, and lead with the claim that the outcome is impossible because that is what the market already believes.
4:22:45 – 4:45:37
27 · Teardown five: webinar coaches, niching down, and writing the ICP's story live
Two overlapping markets get cut to one. Then an extended live composition of the ideal customer's entire biography, from first course purchase through the slow decay of an organic audience, delivered as the opening of a VSL.
4:45:37 – 4:51:10
28 · The lifeboat pitch
A pricing argument built as a logic trap plus a sincere appeal: the buyer is on a sinking ship, lifeboats are scarce and expensive, and the alternative to paying is not saving money but going under. Paired with an explicit permission to walk away.
4:51:10 – 4:58:06
29 · Sell profit, not systems, and closing takeaways
A final quick rewrite turning a done-for-you systems page into a profit-increase promise with the math attached. Then the room's own takeaways: no-calls selling is not less work, it is the same work moved into the page, and precision only pays when it is concentrated on one thing.
Lines worth screenshotting.
- If you cannot read your headline while looking at the far edge of the screen, it is not big or short enough to survive a three-second visit.
- Lead with the outcome the reader wants, not the pain, once your market is sophisticated enough to already know its own pain.
- The number in your headline picks your customer. Say $294,931 and you attract people who have touched six figures. Say $100K and you attract people making $10K.
- You will always attract below the level that you speak to, so write to the top of your avatar, not the middle.
- Order testimonials by how recognizable the face is, not by how big the result is, because association does the persuading before anyone presses play.
- Displaying beginner-to-success testimonials attracts beginners, no matter how impressive the transformation is.
- Put a play button on every testimonial thumbnail. Without it the reader assumes you invented the quote and attached a stranger's photo.
- Two testimonials side by side create an impression of volume that full-width stacking destroys.
- One broken link or dead video on an otherwise perfect page makes the reader ask what else is broken, and no reassurance closes that loop.
- Every additional element on a page is another thing the reader can object to, so stripping a page is usually the highest-leverage split test available.
- A button half cut off by the fold turns one thumb tap into three, and that friction is entirely self-inflicted.
- Skimmers read only the biggest text, so the bold headlines alone must carry the complete argument.
- Color code the page so red means the old painful way and light or white means the new way, and the argument lands even with the copy unread.
- Give the old method an ugly name in a gritty font and the new method a clean name in a clean font, and the contrast persuades before a word is read.
- Write the step-by-step operating procedure of how your prospect currently suffers, then show your version with half the steps and twice the white space.
- Articulate the reader's problem better than they can and they will assume by default that you have the solution.
- Give people three identity buckets, make two of them undesirable, and they will move themselves toward the third.
- Use could instead of will with a skeptical market, because a definite claim triggers an automatic rejection and a possible one does not.
- Some audiences reject everything on first contact and accept it later, which means reverse psychology outperforms persuasion with them.
- Naming the call after the outcome the buyer wants beats naming it after your proprietary framework, because nobody wakes up wanting a blueprint call.
- Landing pages that obviously came out of an AI builder read as mailed-in to the buyers who can tell the difference.
- Make the promise fast enough to feel urgent but slow enough to stay believable, because a five-minute promise reads as a lie and a ten-year one has no urgency.
- Top of funnel exists to get the right people into your ecosystem, and middle of funnel exists to get them to consume, not to convert.
- Retarget only audiences you would bet money already fit your ideal customer profile, which usually means an audience of thousands, not six figures.
The page has to do the closer's whole job.
WHAT TO LEARN
When there is no human on the call, every objection has to be answered by a design choice, and most of those choices happen before the reader consciously reads anything.
02The three-second peripheral test
- Test any hero section by looking at the far edge of the screen. If the headline is not readable in peripheral vision, it will not survive the three seconds a visitor gives it.
03Outcome-led headlines and hot-button words
- Lead with the outcome rather than the pain once your market already knows its own pain, because reminding a sophisticated buyer that things suck reads as condescension.
- The number you put in the headline selects your customer. A $294,931 claim attracts people who have touched six figures, a $100,000 claim attracts people making $10,000.
04Visual authority and funnel architecture
- Every proof element in frame is doing work before a word is read: lighting, awards on the wall, a watch, a dog by the pool. Assume the reader is judging all of it in the first second.
- Top of funnel exists to get the right people into your ecosystem. Middle of funnel exists to make them consume, not convert, and its audience should be thousands of qualified people, not a hundred thousand video viewers.
- Never put a second call to action on a page built around one conversion event, including in the footer beyond what compliance forces you to include.
05Layout, color, and the two-wide grid
- Force testimonials into a two-across grid. Side by side reads as volume, full-width stacking reads as an endless social feed and loses the reader's place in your argument.
06Ordering and curating testimonials
- Order testimonials by how recognizable the face is, not by how big the result is, and never display beginner-to-success stories unless you want beginners.
- Put a play button on every testimonial thumbnail, keep every clip under a minute, and trim anything that could confuse a first-time viewer about who the offer is for.
07The one big domino
- Find the single belief that makes your offer make sense, then attack the smaller supporting beliefs from many angles in content and retargeting when the big one will not fall directly.
08Low-ticket sales page teardown: the headline number
- Make time-bound promises fast enough to feel urgent and slow enough to stay believable. Five minutes reads as a lie, ten years has no urgency, seven days works.
- Never promise on a high-ticket offer what you can safely promise on a $37 product. The size of the claim you can make is set by what you are asking for, not by how confident you are.
09Mobile first, the fold, and the copy hook
- Design mobile first and keep the button fully above the fold. A half-cut button turns one thumb tap into three, and that friction is entirely self-inflicted.
- Add a copy hook whose only job is to sell the next stretch of reading, such as a promise that 90 seconds spent here will be worth it.
10Writing for skimmers
- Write so a skimmer who reads only the bold text still gets the complete argument, because most readers land somewhere random and scroll.
11Color coding and engineering the scroll
- Color code consistently: red for the old painful way, white or light for the new one, and one distinct accent for whatever is genuinely new about your mechanism.
12Broken windows
- One dead link or unplayable video makes the reader ask what else is broken, and fixing it in front of them does not repair the doubt. Audit every asset a prospect can find, not just the sales page.
13When prospects research you with AI
- Assume prospects now vet you through AI chatbots that hallucinate, and get ahead of that with content that reframes what those searches are worth before anyone runs one.
14Show don't tell, and VAK consumption
- Offer the same content as text, video, and audio so nobody is forced into a format they dislike, and show concepts as images wherever words would be slower.
15Open loops and closed loops
- Show something without naming it to open a loop, then close it later. Every funnel stage should close one question and open the next.
16Old way / new way graphics
- Build the old way / new way graphic by writing your prospect's current method as a step-by-step account of their own suffering, then showing yours in half the steps with twice the white space.
- Name the old method something ugly and set it in a gritty font. The typography carries the contrast even for readers who never read the words.
- Exaggerate the reader's pain only as far as your market's sophistication allows. Sophisticated buyers stop reading the moment they feel talked down to.
- Articulate the problem better than the reader can and they assume by default that you have the solution. That assumption is the whole reason the pain column exists.
17Why AI-built pages all look the same
- Buyers who can spot an AI-built landing page read it as effort withheld, while buyers who cannot read it as current. Know which of those two your market is.
18New opportunity positioning and the top-1% math
- Offer two bad buckets instead of one when the market has already tried the obvious solution, so readers self-identify without feeling pigeonholed.
- Set expectations with arithmetic. Showing how many hours mastery actually takes reframes an unrealistic goal without arguing with anyone.
19Identity selling: who do you want to be
- Give people three named identities with explicit criteria, write two of them to be repellent, and they will move toward the third on their own.
20Ad creative: images that convert and images that don't
- Cars and watches attract people who want cars and watches. If your buyer already has those, flex time, family, and understatement instead.
- Show the transformation visually, whether as a before-and-after, a cartoon, or a photograph, because a picture the reader gets in one impression saves them the work of decoding copy.
21Matchers, mismatchers, and reverse psychology
- With a skeptical audience, use could instead of will. A definite claim triggers automatic rejection, a possible one does not.
- If your market rejects everything on first contact, your entire posture has to read as indifference. Any visible wanting reads as need and kills the sale.
22Teardown one: hardscaping coach, and the higher end of the avatar
- Lead with the pain that is actually on the buyer's mind right now, not the one you know matters more. Introduce the deeper problem as the secondary benefit.
- You always attract below the level you speak to, so write to roughly one tier above the client you actually want.
- Give your offer a new-opportunity name that the market has never tried, because a new category carries none of the reader's memory of past failure.
- Avoid the word easy. It sets an expectation you cannot meet and attracts people who will not do the work.
23Generating ad imagery live, and qualification forms
- Watch for imagery so advanced that part of your market disqualifies itself. A tech-heavy visual can read as not for me to an older or less technical buyer.
24Teardown two: home builder coach, and naming the call
- Strip pages before adding to them. Every extra element is another thing the reader can misread, object to, or get confused by.
- Name the booking after the outcome in the buyer's own words. Nobody wakes up wanting a discovery call or a proprietary blueprint session.
- Match the landing page to the ad that sent the traffic. Congruence between the two raises conversion more reliably than most on-page tweaks.
- When testing a genuinely different angle, run it as a separate campaign and page rather than as an element split test, or the data will be muddied.
25Teardown three: web agency coach selling freedom
- Work backward from the surface desire with repeated why questions until you reach the real one, which is usually freedom, control, or identity rather than revenue.
26Teardown four: the page that got it right, and the impossible headline
- In a market that has been burned, write testimonials around disbelief rather than dollar figures, because everyone else is already shouting numbers.
- When the market believes your outcome is impossible, say so in the headline first, then attribute that belief to your clients before they changed their minds.
27Teardown five: webinar coaches, niching down, and writing the ICP's story live
- Refuse to serve two adjacent markets at once. Broadening to include beginners repels the experienced buyer you actually want in the room.
- Write your ideal customer's full biography in their language, from first course purchase to current dead end. If you cannot narrate that timeline, you cannot market to them.
28The lifeboat pitch
- Justify premium pricing by establishing that the buyer's current position is failing regardless of who they hire, then pairing the price with a genuine invitation to walk away.
29Sell profit, not systems, and closing takeaways
- Sell the money, not the mechanism. Systems, implementation, and done-for-you are inputs. Increased profit with the math attached is the thing anyone buys.
- Selling without calls is not less work. It is the same work moved earlier, into decisions nobody sees, which is why it only pays when concentrated on one offer.
Terms worth knowing.
- SLO (self-liquidating offer)
- A low-priced front-end product whose sales revenue is meant to cover the advertising cost of acquiring the buyer, so higher-ticket sales downstream are effectively free customers.
- Above the fold
- The portion of a page visible when it first loads, before any scrolling. Anything that has to be scrolled to reach is below the fold.
- Open loop / closed loop
- An open loop is an unanswered question or unfinished story that keeps attention engaged. A closed loop is the payoff that resolves it. Persuasive pages keep opening new loops as they close old ones.
- Copy hook
- A line whose only job is to sell the reader on continuing to read or watch, such as a promise that the next 90 seconds will be worth it.
- New opportunity positioning
- Framing an offer as a category the buyer has never tried rather than a better version of something they already failed at, which removes the memory of past failure from the buying decision.
- Old way / new way graphic
- A two-column visual that lists the painful steps of the buyer's current method against the shorter, lighter steps of yours, usually color coded red against white or green.
- VAK (visual, auditory, kinesthetic)
- A sales-training model that sorts people by preferred processing channel. Applied to pages, it means offering the same content as text, video, and audio so each type can consume it their own way.
- Matchers and mismatchers
- Matchers accept a claim on first contact and may reject it later. Mismatchers reject on first contact and may accept later. Skeptical, heavily marketed-to audiences skew mismatcher.
- Broken windows
- The idea, borrowed from a business book of the same name, that one visible flaw makes people assume hidden flaws everywhere, and that cleaning up the flaw afterwards does not repair the suspicion.
- One big domino
- The single belief that, once accepted, makes every smaller objection collapse on its own. Content and retargeting exist to knock over the smaller dominoes when the big one will not fall directly.
- Middle of funnel
- Advertising aimed at people who have already qualified themselves through a purchase or a meaningful action, optimized for content consumption rather than for a conversion event.
- ICP (ideal customer profile)
- The specific description of who an offer is built for, including revenue band, prior attempts, and current frustration, precise enough that everyone outside it can be deliberately excluded.
- Levels of awareness
- A classic copywriting scale describing how much a prospect already knows about their problem, the available solutions, and your specific offer. Headline directness should rise as awareness rises.
- Qualification form
- A short set of questions between the page and the booking step, used both to filter out unfit prospects and to keep advertising conversion events firing only on qualified people.
Things they pointed at.
12:20toolClickFunnels 1.0
12:25toolCF Pro Tools
12:00toolEcamm Live
12:40toolVimeo
1:37:23bookBroken Windows, Broken Business (Michael Levine)
1:37:30bookNo B.S. Ruthless Management of People and Profits (Dan Kennedy)
1:59:20channelAlan Soltanic / Nothing Held Back Group
1:59:55productThey Live (1988 film)
3:10:00toolChatGPT (ad image generation)
3:14:40toolHiggsfield (batch image generation)
3:52:40channelLewis Mocker, Modern Freedom positioning
2:45:50productJeremy Miner, NEPQ
2:33:30bookRussell Brunson stick-figure diagrams
Lines you could clip.
1:02:40
“You will always attract below the level that you speak to.”
17:40
“Funnels don't have holes in the side. They got one in the bottom. You only got one place to go next.”
1:37:08
“You now have reason to believe that there's other shit that's fucked up.”
1:17:00
“Your audience skims too. You need to engineer for skimmers.”
2:16:50
“It tells me that you mailed it in.”
44:40
“I want to give you the choice, or at the very least the illusion of choice, which is massive in design.”
2:21:20
“If we can explain to people the problem better than they can, they automatically assume you have a solution.”
3:39:55
“Nobody woke up in the middle of the night going, man, if only I had a builder's blueprint.”
4:45:43
“We're selling you a lifeboat and you're on the Titanic.”
53:30
“You have a big domino, and then some smaller ones.”
1:40:45
“The more information that you provide anyone at any given step, the more opportunities you give them to object.”
4:55:00
“Attention to detail, yes. Massive imperfect action, yes. Very highly concentrated on one thing.”
Word for word.
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metaphoranalogystory
Over the last 12 months, we've done 2 .3 million in sales and 1 .5 in net profit, closed 1 ,808 customers and converted 95 of them into a very expensive high -end mastermind. But the coolest part about this is that was done with no setters, no closers, no sales team, no sales calls, and no long DM conversations. My team now is just me, a VA, and...
an AI agent. And so what that means is all of this happened with landing pages, sales pages, and engineering the online journey of our clients to qualify them, get them to apply, and get them to pay lots of money without ever talking to a human. And we recently just wrapped up last week our Q3 Bulletproof Boardroom Mastermind, and I spent about five hours walking my clients through for the first time ever how exactly I think about these pages, how I design these pages, the psychology, the copy, the imagery, the visual hierarchy, and all the little intricate decisions that most people don't think of that really affect conversions, whether you are selling with sales calls and humans or not.
And I walk them through the pages for my self -liquidating offers, my VSL page that introduces the Bulletproof Boardroom Mastermind. And then we pulled up a bunch of my clients' pages and... Basically just tore them apart so that we could discuss how these principles apply to more than just my business.
And my client said this was one of the most valuable segments of anything they've ever been through. And I just figured I'd share with you the whole thing. And whether you're building pages for lead magnets, self -liquidating offers, or $50 ,000 or $100 ,000 offers, whether you use sales calls or you want to move in that direction of eliminating them, the fundamental psychology of page design is the same across the board.
And I know four hours is a long segment, but I've taken all of the content from this training here and I've put it in a skill pack that you can drag and drop into any agentic AI. And it should do a pretty good job of helping you redesign your pages so that they convert better. And the instructions on how to get that are in the description.
That's completely free. And if you don't have an agentic AI that you're using, you can install the agent that we use. It's called Victor.
I have a special link in the description. description where you can get an additional $200 in free credits so that you can try the whole thing absolutely free. But I would still watch the entire training so that you understand the psychology yourself well enough to know whether or not a sales page or landing page is actually likely to convert.
And if you don't know who I am, my name is John Whiting. I've scaled three online businesses past seven figures. I sold one of them in 2019.
I've worked with over a thousand online business owners.
All right, let's dive in.
maybe two or three things to hit you in the face first. One is result you want. I did.
And one of the tests that I use as we go throughout this, if you look at the right third of that page, can you still read the text? If you look, if you're looking here, can you in your peripheral still read that? That's a great test.
That's a test that you're going to be using a lot. The big main points that I want to hammer into your face, I want you to be able to read them even if you're not trying to. I'm going to force feed you the reading of that.
Look at McDonald's golden arches. You can be looking behind you and you can see the motherfucker. It's obvious what it is, right?
It leaves an impression. I want to leave an impression and I assume that you're like looking at stuff like this. Because that's really effectively the behavior that you exhibit.
So instead of trying to act like that's not what you do, I'm going to design it accordingly. Because I only have a second to get your attention. And where I would start with everyone.
is leading with a promise of outcome. So I'll look at a couple of these same pages at the same time so you can see. That one's pretty easy to read.
Notice what's highlighted in blue.
Big, main, obvious, I can wrap my head around what that means and I don't have it, outcome.
So if you got nothing else, just by showing, do you want outcome? I'm reminding you of how painful it is to not have that outcome. In which case, if I illustrate that you think at the very least by default, which is how the mind works, that I must have a solution for this.
In which case, if you want the solution bad enough, you might read another line. Okay. And on this one, particularly all of this is using key language that y 'all use that.
is obvious in all transcript surveys, master avatar doc type shit. AI agent, big hot button trend we've already talked about. Coaching lets me know who it's for.
New model, it doesn't say, I should say this new AI agent coaching model. I should maybe put the word new because that's new and free. Just slap them on there.
Install, slap it on there. The year, slap it on there. Install this new thing so you can get big outcome in 2026.
New opportunity. So this isn't necessarily an offer training, but it is part of this. Copywriting is part of this and is a positioning part of this.
The more I can make this sound like a brand new groundbreaking thing, a new opportunity and method to do a thing, the more I can make it sound like that. the better it will do from a conversion standpoint do too much of that and you could over index and attract some the wrong people but we're going over basic rules here i'm using hot buttons net nets consistent consistency is a massive word that y 'all use on everything because y 'all are so inconsistent with shit so i need to put that in the headlines you're like man if i yeah Love that.
50 to 100K a month in profit. This motherfucker is talking profit? Talking about profit.
Not revenue. Not revenue. Profit.
Shout out AI. Okay. Not AI, but Allen Iverson.
All right. With no calls. What?
No team. Huh? No stress.
Who? What is this? What is this asshole selling?
This scam artist? But I must know. And so now I have this thing that auto plays.
Movement creates engagement. I'm not saying you have to. None of these are hard rules.
All of these are things to consider as you're doing stuff. I make sure in that first frame, and I'll refresh this page so it starts where you probably would see this in your first three seconds, you can read this whole headline area almost without moving your eyes. Just stare at the C in coaching, which is a dead middle.
Can you read the whole thing? Yeah. Yeah.
Hint. Because guess what? Somebody taps on a link, and then they're done.
So you better have them be able to absorb the message in that instance. And if you can't do it, do the test. Look off to the side of the screen.
You can still read it in your peripherals. I'm making it really challenging for you not to get this imprinted on your subconscious. And I'm making it to where there's like, what, one, two, three, four, five, six, seven, eight.
Depending on how many words you want to count as the 50 to 100K a month, let's say 9, 10. My headline's 10 words. With no calls, no team, and no stress.
I want to reduce your friction to consumption hard. I want you to get it instantly. And so I don't want you to have to work for it.
Okay, so now let's refresh this one more time so I can see the visual hook of the actual thing. which I believe is me circling. So a dashboard, which you know you don't have.
And I circle net profit of what time period. And you're not going to probably read this, but this number is circled in front of you. And you're just sitting there being reminded that you don't have 1 .4 million in net profit without even sound.
Even if you didn't read the headline and all you did was scroll and saw this me circling this thing. I'm drawing your attention to the thing that you either want that you don't have or a pain. So it's either, does this specific thing for you suck?
Or the more sophisticated market you're selling to is more outcome driven rather than pain driven. Okay. For you guys, you're a more sophisticated market.
You've seen all, hey, does this suck? Does that suck? It's like, yeah, it all sucks, but I still have the same problem.
Thanks for reminding me. I know it sucks. What do you got for me?
Versus broader, more mass market are leading with, does your back hurt? It's like, yeah. It's like, that's, you know what I mean?
So that's why, so this isn't an advertising lesson, but that's why I'm leading with outcome you want. Okay. So also is my lighting, my camera, everything looks like I might know what I'm doing.
And I have a couple two comic club awards in the background, regardless of how you feel about that or how anybody feels about that. That at least is like, it's another little checkbox of, okay, this guy, he could afford whatever he's got to film this shit. I think I made a point in that first visual hook so you could see the $30 ,000 watch on my wrist.
And if you know what this watch is. you know that this is not a thing that you go buy at Walmart. And so all of those things matter, and I'm putting them in front of you visually as fast as I can in as rapid succession.
I'm drawing your eye to this, this, and this. Then, even if you look at this VSL, I am pointing to, but I'm not just a douchebag with a P, I care mostly about my family.
So I'm reminding you that I'm a human too. And I'm showing my dog chilling by the pool. So all of this is very calculated.
I'm letting you know things without words. And then I'm putting them in. So I'm just letting them hang out there on the screen for you while you watch it.
So this isn't a VSL lesson. This is more a, I'm drawing your eye to a thing. And when you circle stuff, YouTube thumbnails, right?
Red circle with an arrow, white circle with an arrow. Anything that you circle, their eyes will go to. So in your ads, if all you did was run the same ad with a big red circle around the thing that you wanted them to get, they'll probably do decent.
If you just put a big red arrow on to the same ad, point a big red arrow. Great. Now, let's just say you're like most people and don't want to.
Yeah, sorry. Go ahead. How do you get your screen on screen and have an angle like that?
It's in Ecamm Live. You can set up Z axis scenes and I can just.
Yeah, Alejandro did one on how you do it in OBS, but it's Ecamm Live, and then you can adjust the perspective of the asset, whatever it is. This is Vimeo. Vimeo, yeah.
I'm using ClickFunnels 1 .0, by the way. All of it. All my funnels are on ClickFunnels 1 .0.
So I embed the Vimeo video. I got CF Pro Tools plugins. I'm in 2019, baby, on my tech stack here.
But I have full control over it. I have all of the code that I've developed over the years, the custom CSS. I know it.
I have full control over it. I know the devil that I'm dealing with. Anyway, so this whole office that I built for myself is very engineered for, holy fuck, who is this guy?
I want you to be curious enough to watch. Thank you. Okay.
Ready to enjoy your business again? All of you showed up here because you weren't enjoying your businesses. Now, if you're not ready, don't do anything.
But if you are ready and you want to see the details of how we help our clients build lasting wealth with data, media, and AI agents in a way that doesn't suck, you're like, I know you're deep. You're like, this sucks. I hate it.
Great. And then I pre -frame you with the thing below the call to action that says my automation will send all the details. I don't have setters or closers in the DMs because I know you are sick of getting DM ads because you know you're going to get hounded and followed up with and attacked.
And so I'm like, look, ain't nobody in there, dog. Just an automation that's going to send you the details. And if you don't want them, fine.
Ask me whatever you want. No pressure. I'm letting you know that.
I have no team. Nobody's in there. You're fine.
You're also hitting your biggest skepticism. Is this AI? And you're like, it is of course AI.
Yeah. Yeah. But it's a mini chat automation.
Yeah. So then, or, and in this case, I'm running this as middle of funnel. So I'm like, I might remember per propaganda machine, middle of funnel is optimizing for consumption.
I don't care if you DM me bulletproof now I'm planting that seed. I don't care what you do now. I'm just going to invite you to spend seven hours with me.
If it's not in the DMs and it's not on that VSL, don't do shit and watch on YouTube. I'm optimizing for the way that you already suss people out and buy stuff. I'm saying, you were going to go suss me out on YouTube anyway or Google me anyway.
I'll just give you a link to my YouTube channel and save you the headache. Yeah, Steven. At your middle of funnel, quick question.
This is Facebook ad related. Yeah, don't do this top of phone. You're retargeting these people.
What custom audience are you using? Is this just for people that have purchased propaganda or is it for? Yeah, good questions.
This, my middle of funnel retargeting audience, which to be clear, top of funnel is designed to get the right people into your universe. Middle of funnel is designed to get them to consume seven hours of content, not convert, not convert, not convert. Don't do it.
You're literally saying I'm going to sell you something. No, I want you to watch. There's no buttons on my retargeting ads at that level of the funnel.
Aren't some of those going to YouTube? Okay. Yes.
Just making sure I didn't have that wrong. Yeah. Sorry.
You're right. I'm asking you to click a button to watch a YouTube video. Sorry.
But it's not like go book. It's not book a call. It's not something that's aggressive or triggering any buyer resistance.
I'm literally like, I know you're not going to do anything I want you to do. I know what you're going to do is. If you're curious enough, you'll go suss me out.
I'll make it easy for you. Here's a button or don't, whatever, but it's an option. Does that only apply to retargeting ads?
Yeah, do not, do not, do not put any other call to action on any top of funnel ad, no matter what you're trying to do to anything outside of what you're trying to get them to do from that ad. So if I have a call booking. thing that I'm driving a VSL with a calendar under it.
And I want them to book a call and I'm optimizing my ads for book calls. Don't put any other call to action on that page anywhere. Aside from what you have to put in the footer from a privacy policy in terms and conditions to be met a compliance standpoint, which would be very small at the bottom that they should never even see.
You will fuck up your conversions with another, another ask. Okay. Yeah.
You had said, do not run this top of funnel question. My entire funnel at the moment is people who don't know me coming to a VSL where they opt in after. Perfect.
Would that, but that's this though, right? Top of funnel. If you're running ads to get opt -ins to watch a VSL, do that.
Yeah. Okay. Fair.
Yeah. Okay. Cool.
Don't overcomplicate. Right before you answer that question, you made a statement. Perfect.
I didn't catch it. Could you please repeat it? be more specific dog it was something about multiple call to actions yeah so if i'm driving traffic to a conversion event lead call purchase anything okay top of funnel and i want you to do the thing don't ask anyone to do anything other than that okay right yeah there's only one way to go yeah that's what we call a funnel funnels don't have holes in the side they got one in the bottom you only got one place to go next okay so you might be at the top of the funnel in the funnel like holding against the sides going like i don't know how you can hold it i'm gonna fall in this hole ah i'm giving up and then you fall through then hold the next stage but i don't want to give you a side door to go god i understand that yeah okay cool so Now we're retargeting those people in middle of funnel.
You're saying is don't have a... So the goal of middle of funnel is to get them to consume you.
So we optimize for through plays and stuff like that. And this is a general rule. You can still run middle of funnel call to action ads as a basically like...
warmer top of funnel objective. Meaning if I'm writing call booking ads, I can still have an audience that I do have those same call booking ads that are like my 180 day engagers. 188 day engagers are not people that have already pre -qualified.
So it's basically like warm top of funnel, really, for this purpose of what we're talking about here. Real middle of funnel, meaning they've already converted to a stage. And ideally, they're already qualified.
At least my philosophy. This is how I do it, how I think. I want to retarget out of people who already have a high, high, high, high, high likelihood of being qualified you guys.
60 -day circle users. All propaganda machine purchasers. All seven -figure mind method purchasers.
all VSL landing page viewers for the last 30 days. The only way to find this VSL landing page is either you're already in that audience and I do have some, like most of my testimonial retargeting ads have a call to action that leads you to this VSL page. But I don't, if you got that ad, you're already in that audience because you got there organically.
on your own, which is a qualifier on its own, right? You went to my Instagram bio. You said, I'm that person.
I want this thing. I clicked the link in bio. Now you're in my 30 -day VSL landing page viewer retargeting audience.
I use that. It's less qualified than a propaganda machine purchase, but it's a valid qualifying step. And it makes my audience to where it's like, that's audience size is like.
4 000 people something like that that total collective audience that i just said in fact actually no it's less than that it's in the it's like maybe 3500 so like all of yours are going to be different i want you to under like i want to retarget qualified people the amount of times i've had to re -explain this is stupid because i said it in the propaganda machine directly 8 000 times in plain english but people are still like i'm running through play traffic and my retargeting audience is 167 000 people i'm like a lot you're an idiot so anyway all your middle funnel comes right back here correct like at the ends on the youtube in the link yeah all of it comes back to here all roads lead to here and then you have one option forward bsl top funnel people that don't convert you then push to consumption middle of funnel because all roads lead right back to the conversion event Yeah, to be clear, I don't run any top of funnel ads to this.
I just, this is for people who already have qualified themselves and are aware of me and I'm letting them know I have a thing I offer. Here's the gist. If you want the details of the thing, DM me and my automation will send you the details.
Quick thing to clarify on that, because I remember you gave me slightly different approach because your top of funnel is an SLO. Does everyone here have SLOs? No.
All right. He told me to run direct response, the main thing. And then upon understanding what the qualified criteria is, make that middle of funnel audience.
For you, that is a purchase of propaganda. Correct. the proper application, enriched data, whatever it is.
Yeah. Or customer lists that you have or client, all other qualified lists you got that you upload and like. Gotcha.
Yeah. In general, the people that are like in my circle platform have bought something from me. So may I ask an additional?
Yep. So let's say middle of funnel, no buttons or CTAs to actually. Do the thing in the actual middle of funnel content is supposed to be only consumable, correct?
For the purpose of what we're talking about, middle of funnel, meaning they've already qualified themselves? Correct. Yes.
For middle of funnel in terms of basically warmer top of funnel audience, you could still target your 180 day engagers with, hey, book a call. But that would basically be like a warm top of funnel audience, really. They're not qualified.
Just because they liked a post 179 days ago. But I can still target them to say book a call and have them qualify themselves to my qualification form if I'm you. Then they get in my big propaganda beast mode.
I'm in your feet every five seconds campaign. I want to qualify people. However you do that, I don't care.
I don't know. Everybody's is different. And I'm not going to try to standardize it because it's impossible.
If you're like, I'm willing to bet thousands of dollars that this audience has already fit my ICP criteria, that's who goes in that audience to blast them in the face with content. If they don't meet that criteria, do not do that to that audience. Cool?
Yes. I had a question because I ran a flip strategy, and I want to know your thoughts on this, where I had quote unquote propaganda free content as the top of funnel, and I was doing through play percentage. That's the thing you could do.
What are your views against that strategy? It's easy to have hesitation. Does it work for me?
I just want to understand. If it worked for you, do it. That's the end period.
Full stop.
Especially if I'm you and I'm doing the send the qualified booked call back to Meta as a purchase conversion thing. Who's my highest probability audience? If I'm running, if I want the right people in my ecosystem, goal of top of funnel, get the right people into my ecosystem.
Let's start at the opposite end of the spectrum of least quality traffic. If I have my top of funnel optimized for the lowest objective of in through play views, what's the lead? Was it link?
What would be the, I don't even know because I've never run shit like this engagement, I guess an engagement campaign. Okay. So what are this probability?
If all other things being equal, running an engagement campaign, getting the right people into my ecosystem. Low. Now, what's the highest intent objective I can optimize for on Facebook ads?
Purchase. All other things being equal, what's the probability of optimizing a campaign for purchases first of showing those ads to the right people? High.
There's my logic. Understood. So even if that person doesn't...
book a call they will be the one to click and organically go like this and fuck around with your shit i'm getting meta to go like here's the highest quality motherfuckers i could possibly put my mug in front yeah i'm stacking the deck in my favor to bring go lift off phone bring right people into the ecosystem what stacks the deck in my favor of doing that you're not wrong it can't lots of things can work i'm just like you asked me what's my logic and so i'm just stacking the deck in my favor but fuck if something's working keep doing would it be okay to ask you why you haven't run this top of funnel Because the only thing that I'm optimizing for and can optimize for is this button right here.
If you see the little link down there is a URL genius button. It fires the submit application conversion event. And guess how much friction there is between a link click and clicking on this button.
Yeah. Zero. And it's going to optimize for the worst people in history.
I'll get lots of clicks. Believe you me. but they will form that popped up at 30 seconds to qualify i get what you're saying or i could just put a whole slo in front of them yeah you're gonna pay me money like these are your cards because i my horse is dead like for sure so there's lots of ways to do this i'm just letting you know why i'm doing what i'm doing but the macro goal is all of you fuck top of funnel what is the goal great what's the goal of middle of funnel cool so who's them is people who were like pretty sure you're qualified for me that's Online coaches doing at least 30K a month who have bought a bunch of programs.
They have a proven offer. They have testimonials, but they've scaled into this complex chaos piece of shit. My retargeting to blast my face in front of you is I'm betting that the audience criteria that I've selected for that audience meets that criteria I just listed.
Period.
So purchasers, for my particular mission, this is where the difference comes in, I think, is they're used to low ticket purchases and they're used to that low ticket purchase being the home run hit. And that's why they will self -select themselves out of a higher ticket ascension, typically. Whereas what I've found is I have to get people who believe a certain thing first to even entertain.
And that's due to the nature of each individual offer and testing. That's why we test shit. But as long as we're testing and things go like, it's easy to test ourselves in the oblivion.
As long as we remind ourselves, what is the goal of top of funnel? Great. So as you are going, what do I do top of funnel?
It's like, I only have so many mechanisms. I got an ad, I got a landing page, I got targeted. And I have objectives that I can tell meta to optimize for.
Which combination of those gives me the highest probability of getting the right people that meet this criteria to do something as a result of this, whether it's actually convert or click on my Instagram page or my Facebook page and go fuck around and suss me out. Either way, that got the right people into highest probability of the right people in the ecosystem.
And to be clear, even doing everything I just said, you'll still get lots of the wrong people. But it will be less of the people and a higher probability of the right people. Okay.
So as long as you think within those big macro parameters, now you can adjust accordingly. And it's less about what do I do here? It's, I don't know.
What do you think you should do based on the goal of getting the right people into your ecosystem? Do that. Let's see.
And if you need to put some through play views to do some belief shifting and retarget 95 % through play views, because no matter what you do, you can't seem to get the right people into your ecosystem with the right belief system or whatever. And cool. Introduce another step.
Fine. Okay. If we determine, if you determine that's the way to do, I genuinely don't care.
It still accomplishes the same goal. If it works. So if the goal is ultimately like we want to optimize for purchases at top of funnel, at what point?
Do we know we're ready to switch to a paid top of funnel offer and SLO from like a free option? If you don't know, you can't afford it. Once you've basically gotten really dialed with your one current conversion mechanism and the problem is liquidation and or the only next lever to pull.
is potentially like to increase more cashflow because everything else is so dialed. Then there's only two other ways to increase. Like we've raised prices as much as we can on our high ticket flagship offer.
We're booking calls consistently through one consistent acquisition channel. That's all dialed in. And we're sitting around going, we can't raise prices anymore because we did.
And we found our price ceiling for this particular offer. Nobody in this room is at that. Because that's your highest, that's the easiest highest leverage thing to pull in the world.
So it's let's do all the lowest hanging fruit, basic, obvious things at an elite ass level. And then if there's then it's like, cool, there's no other way. Like what other ways now could we increase profit?
Because we've done literally everything with our current machine. And now we look at other liquidation strategies or monetization strategies. One of them could be.
swapping an SLO or running an SLO concurrently with a book funnel or whatever the existing current machine is. But it's got to be like everything else is dialed on autopilot right now with no leaks in it. There's no other further real optimizations that are rational and reasonable aside from like seeking the 0 .01 % improvement of like moving periods or some shit.
Like sizable measurable increases that like we can't really meaningfully. meaningfully impact any other stage of this machine it's that dialed right so it's really clear so it's never really about like increasing the quality of top performance it's more about only if you have just such the worst quality no matter what you do you've optimized everything to the best of your ability you've every bag of tricks in the book you've done it all and no matter what it's just garbage and a half, non -viable, non -workable, non -sustainable, which every business can work with a call funnel.
It just can, if you do it well. And so as soon as you introduce SLO, the complexity, if the scale of one to 10 of complexity, like book funnel, three, I don't know, two, maybe. I guess DM funnel would be like one.
A follower funnel would be one. Right? I run Instagram followers.
I DM every new follower and say, hey, what's up? Can I say something? Okay, great.
Number two would be DM ads that introduces a new level of complexity. I would say that would be layer two. And Justin, weigh in on this.
Is that so far one and two? I'd say lead forms. Oh, okay.
The DMs and complexity is just... But lead forms don't lead to conversations and book calls. They lead to leads though.
Okay. Okay. Fair.
The DMs, the complexity is the center. Yeah. Usually that's where the biggest.
Fair. Either way we can, even if we link them all into the one to three range of complexity, fine. SLO is by far and away a 10, not even a nine.
It's a 10. If you can't dial in a two, you're above your head, man. And I don't even want to have conversations with you about it.
Or the collective view. It's not a conversation I want to have with somebody you can't even figure out how to make a lead for them. You're not there yet.
Not even close, man. Okay, cool. Yeah.
Yeah, it's not on YouTube, to be clear. They are basically YouTube thumbnail ads that... I'm optimizing for link clicks with that same retargeting audience though, to be clear.
This is not cold link clicks. Don't do that shit. Never run a link clicks campaign unless the audience is already very hyper pre -qualified.
So basically you're retargeting your YouTube videos on YouTube so that they can click the thumbnail and watch your video. You got it. Yep.
And I'm using, and all of this is in the propaganda machine. So peed out. I use a URL genius link.
So it's my own branded domain. Okay. So.
Landing page design. But all of this matters, okay? So all of this, these same fundamental principles should be used in ads as well.
Your ad should just hit them in the face with the main thing in half a second. So as you're displaying things, I hear from our seven and eight figure clients. And to be clear, like all the colors and stuff is all very clean, regal, classy, but also kind of dark night vibey.
right that fits my shtick right then i lead with the people that you're most likely to recognize first so the who's the first face that you that you like just glance at it who is the first one that sticks out to you dan yeah cool and so fine i also so i know brandon has three million followers Dan Henry runs ads constantly.
You see his face in your feed every day. Now you see him on my page. Association.
Eli, same thing. He's everywhere with everyone all the time doing a whole bunch of random shit that Eli does. And then Ravi, of course, like same type of deal.
You see him in your feed lots and you have for years, right? And when you're displaying testimonials, nobody cares about the names. Okay.
That's why they're the smallest thing. We just had this discussion, Vaughn. Nobody cares.
Nobody even really clicks on these and watches these. You want them there in case they do. And I want to indicate with the play button there that it's available to click on.
Whereas if I remove the play button, you could easily like bullshit. It's just an image with a quote. This guy's just taking people I've seen and claiming they said good stuff.
So I put a play button to let you know, I promise you, dog, it's real. Test me, bitch. That's what the play button says.
Then I take the one quote that I believe from that is most likely to either hit on a very specific desire point in your words, very specific pain point in your words, or something that's ancillarily indicative of one of those two things. I feel like James Bond on vacation all the time. Now, who in this room wants to feel like James Bond on vacation all the time by a show of hands?
Fuck you if your hand's not up. That is exactly how you want to feel all the time. I don't care who you are.
And if you ain't experienced it, you should because you'd be like, damn, that is how I wanted to feel. Okay. And especially the way that he delivers it.
It's like, nice vibe with that. Okay. John is very good at what he does.
One that edifies me. right? This will move the needle for you fast, right?
Not just need to move the needle for you, but fast. And he said specifically faster than you ever thought possible, but that's too much for your eyes to consume. I kept them all the exact same size and length.
Very key for not only just aesthetic purposes, but ease on the eyes to scan. People scan. I want these things to be imprinted on you.
John is responsible for 300 % growth by the guy who makes his living scaling companies. That's a significant claim. And he says it on video.
18K to 434K a month by Justin Saunders standing in front of my logo. Guy that you see in your feed every day too. Also on mine.
And he looks happy. That's another thing too. I want the emotion of the screenshot of the screen grab to be the result.
This is a YouTube thumbnail thing as well. It's like you want the YouTube thumbnail to either be the result that they will feel after, or sorry, the feeling that they will feel after they get the promised result of said YouTube video or the feeling that they feel right now scrolling through their feed with problem. And if you can show the journey between them, you have a viral video.
There you go. And this is coming from one of the OG YouTube guys with men's views. All it is, is it's psychology.
And so then I have Anthony Trucks, right? Who, regardless of whether you know who he is. So I'm going in basically ranking in order of fame and recognizability.
And so Anthony looks like a pretty put together jacked guy who looks like he's about to have, he's saying something sternly. And if that heavy pipe hidden motherfucker. has something i'm going back to pulp fiction but if this dude did this he looks like a serious motherfucker and if this serious motherfucker is about to say something stern about this shit and what he's saying is the room is valuable i best believe that motherfucker otherwise i'd get my ass beat that's what that screen grab of anthony truck says does it not yeah then i have rodrick who's not necessarily his testimonial in there when you press it is great.
5X my sales. So it's been epic. But yet another guy who it's tough to fake now.
I got all these people in front of this banner, right? And I'm staggering the aesthetics of the white window background from over there. And I'm picking and choosing.
Now, I don't have a famous female testimonial that would have been worthy of the top line. Her testimonial is really great about the room specifically. And again, I'm edifying myself, the room, the result.
Myself, the room, the result. right so safety yeah for sure and and she's a woman oh everything this is all very meticulously curated none of this was an ax I spent a lot of time on everything and we're just getting started here okay but it's simple so you can't yeah if you had an over bloated piece of shit you couldn't do this no and so I'm like this is the thing it's like if you want to sell if you want to have shit convert You got to understand and convert without talking to anyone.
It has to handle all the objections. Without, you have to preemptively prevent them and handle the ones that you know you can't preemptively prevent.
With everything from page load speed to orientation of graphics and images. So for example, It's a lot harder.
So if I go here, notice how these stack side by side. It's easier to see on a scroll that there's volume if they're side by side like that than it is if they were just stacked. So this custom CSS and ClickFunnels 1 .0 that allows this to happen.
And I did that. I took the time to do the CSS for all of that. Not the most legendary, technically perfectly put together thing, but they stack the way I want them to stack because having them full screen, it's like now I just feel like I'm scrolling through an Instagram feed and I can't get the impression of volume.
Three wide is too small and I can't read the text.
Two wide is there's numerous video platforms that do two wide video now. So you can see more in one scroll than you can on a normal video feed. Okay.
So I now can see at least four on my screen at any given time and the top of the next one. And if I keep scrolling, some people have the strategy and I used to do this as well. I just had an uncomfortably long testimonial feed.
It was just, it's so long. before you get to the bottom. And I literally had text at that time where it was like, your thumb will get tired before you reach the bottom.
And then it was basically a challenge to try me, bitch. It's that many. And so anyway, that's a thing on mobile.
I got to have the impression of it's not just a few, it's a lot. Now, all of these are people that I would consider very damn close to my ICP. So I have over 850 video testimonials from over the years.
I have curated maybe four, eight, 16, 20. I have 20 on this page. That's enough volume to let you know that it's not just a fluke for a few people.
It's not so much volume that you're like, ah, Jesus, I don't have time to go through all this and create overwhelm in your user experience. And each and every single individual one, I'm fine if that's the first one you watch and that's the only one that you watch. And every single one of them, I specifically in the script went in and cut out.
things that make them cumbersome to get through from a watching standpoint and only trimmed them down to I think all of them are under a minute in the ones that are on this page I could be wrong there could be some that are maybe 10 I don't know but I'm pretty sure I trimmed a lot of them down at the very least or I have that hallucination but I'm I know that You're not going to watch the one that I think you should watch first.
In fact, I don't want to force you to watch one because then you're going to be like, oh, you're going to force me to watch this one. You're forcing. I want to give you the choice or at the very least the , which is massive in design.
I want you to feel like this is your journey that you're sussing me out. I don't care where you go, though. I win.
So I give you the illusion of choice, which is massive. And you all do this on sales calls, hopefully to some degree, is they choose what they want to do. So they feel like they won the negotiation, but the options that you gave them to choose from were all wins for you.
It's the illusion of choice. We need to do the same thing with our design.
If we're going to replace sales calls or setters or something. Is there a progression to the way that you design the pages? I love design.
I've made some cool shit that I spent hours on that didn't convert. So when you say progression, do you start with, I'm not going to make this look as perfect as I know I could. I start with copy.
Okay. Yeah. I'll start with copy on a Google doc and I will H1, H2, H3 and bullet point the areas there.
And I'll have all the sales page copy written. Even if it's a page as simple as this, I will mock it up on a Google doc like I did for you, Michael. And then I'll basically have all the copy needed to transfer over.
And then I've done this enough to where I do all of this personally, all graphic design, all of it. Anyway, but then I'll make it pretty. But I'll be like, I know.
And then what are the elements that I know I need? So I'm like, I definitely want my powerhouse testimonials. They need to be there.
right in what order I have a basic order and I can always just drag and drop and reorder these that's easy and I know I want variety in some of these elements that are obviously the in -person captures and I have I'm not anyway so that that's my I'm like I have a pretty good idea of what's going to go here the actual visualization of all of the things is honestly just like a I just keep with it until it I'm looking at it through the eyes of the user and I'm like, where could they bounce?
Where could they call bullshit? Where could they misunderstand something? Where could this attract the wrong person?
And I watch every single one of these, like over, over, over, over, over, over, over. And I'm like, if they watch this one first, is that okay? And if not, why not?
And is it a thing where I need to get rid of the whole thing and not use it? Or is it a thing where at what line should I either get rid of or put somewhere else? And so each one of these, I indescript, I literally like copy, paste, delete, rearrange until I put the words that most closely match my ICP while still being integrity without making people say something they didn't say.
I'm just taking the main lines and phrases that I know if you hear them, it's going to give you something to think about and chew on. Again, we go back to, okay, here's Marco. John helped me go from 60K to 100.
So if you're at 60K a month and you want to go to 160K a month, you might click on that, right? Or if you're a fitness person, you might click on that one. So that's an edifying John and a result one.
Whereas yours, they're next to it. Everyone is sharing world -class ideas. So it's not just about John and result.
It's all of these people, right? Because it's like, if all I had was John helped me go from here to here, The value of the room goes away and then people show up going, okay, get me result, bitch.
And so now I have to overcome that by saying, you're not here just for the result, it's the room. And they're like, no, it's not. So I want a combination of them to let you know, I'm a cool dude.
I'm good at what I do, but also everybody in this room is legit. So legit, in fact, that the room itself is worth the investment, even if I don't get you the result. Right?
So I'm trying to sell you on all of those ideas simultaneously.
Everywhere. Really. John will tell you what you need to hear.
It's like, cool. That goes under my no BS category of people. Like, just give it to me straight.
Just give it to me straight. Give it to me straight. Cool.
This woman has the balls to be talked to that way that this guy talks to people. And if you're a guy and this woman. Is saying that.
And she likes the no BS style. Now it's a challenge to your masculinity. And I'm appealing to the.
I'm calling out the alpha in you. And saying step up bitch. Which is if you're selling to men.
They like to be challenged. Say bet you can't do that. The masculine energy will default to.
Yes I can.
And so for some people, consciously or subconsciously, they're looking at that one, even if they don't watch it and go, shit, this bitch outperforming me.
That'll induce some pain. Then I have Jason, friendly looking dude. This is a legitimately a true boardroom.
So this is legitimately a true boardroom. What's that about? I've never been in a true boardroom, but that sounds, I know rich people are in boardrooms.
That's a thing that's a common boardroom, elite rich. people that's why a lot of lots of people have their back -end elite high ticket bullshit thing called something something boardroom fine this other guy different than any other mastermind i've been in lots of masterminds man i've seen it all how is this different you might click on it we have elliot holst i didn't put him at the top because the content of this particular testimony i have a better one of his but the content of this particular testimonial oh you know what this is a good one i this the screen grab is from one where he was at live but the actual testimonial itself was a really good og one i could put him closer to the top but also i'm after having like how many of you guys watched elliot holst like when he was like the man on youtube so less people that i thought like he was significant in my life well before i met him And the fact, remember when he became a client, I was like, I can't believe Elliot Hulse is my client.
I was just like, what the, he's saying this about me? I couldn't believe it. And then like some of the people were like, who's Elliot Hulse?
And I'm like, what do you mean who's Elliot Hulse? It was one of those where it was significant for that. And albeit that niche was millions of people, but it was a niche nonetheless that I realized that the broader, he's less recognizable than a Dan Henry or an Eli Wilde in my.
ecosystem. So I put them lower.
You need to be a part of this boardroom. Another dude, Steve Krebs, AI stuff in here could change the world. What, what is this?
I'm inducing curiosity of the whole thing. That's if you never even watched any of these. I could put Jason higher because you just see the on -screen authority guy.
You see his ads. A lot of you have setups because you bought the shit from the guy. I could put him higher.
That's a really good testimonial. He's in the propaganda machine. Vons, everyone who comes through is a lay down.
I guess I have two Jordans in there. Thanks, buddy. And then the best profit stretch ever.
They're all talking to, I have nothing in there specifically to be clear. When you're choosing testimonials, you want to choose. higher end testimonials.
If you have any, I don't care how good your transformation from zero to hero was. If you have those and you display them, you will attract zeros. So you need to stop.
I don't care how good they are. So none of this is perfect, but anyway, this is all there. So it's damn.
I just want you going, what? And how many of you had that experience to some degree when you saw that some people you recognized said good things, right? So that's all I'm trying to induce is like, what is this guy about?
I just want you to be curious enough to have been like, I believe I belong in this room with these people. And by DMing me, there's a part of you that's saying, I believe I belong in a room with Brandon Carter, Dan Henry, Eli Wild, Ravi Avalo, Justin Saunders, Elliot Hulse, all these people. I belong there to some degree.
Now, not everybody does, of course, but there is another qualification step versus here's all these noobs that went from broke to, I don't want any of them. Yeah. If this isn't the right time for the question, let me know.
We're talking a lot about different belief shifts and the different copy angles you're taking.
Which in your mind, is there a hierarchy of like there's three big beliefs I'm trying to get people to get and I'm going to attack it from a bunch of different angles? Or are you just allowing yourself to attack any and all? Not any and all.
So the big belief that I'm trying to shift and what I do in the content of this VSL is that you need to transition to the AI agent model. But if I make it only about the mechanism. like yeah i get that so i know you have the big outcome than three problems and you probably have shifts for each of those but are you really trying to keep it about those so that you don't just drift to solving everything i'm trying to keep it yes i but here's my main my main positioning is on that headline 99 .9 % of people don't have an AI agent coaching model.
100 % of people who have a pulse in this industry know they need to be using AI better. Just by throwing that on there, it immediately makes people go like, fuck, I know I got to get it. It reminds them that they got to get their shit together in this area.
They know they're not consistent and they know they want profit, not revenue, because they've played the revenue game and realized that 30K a month revenue ain't jack shit. Right. And then somehow this guy's doing it with no calls, no team and no stress.
Sure. First of all, you're calling bullshit right there. But what you'll do is you're going to try to confirm that I'm an asshole scammer.
And then you're going to go try to find reasons that I'm an asshole scammer and where you're going to go first is the rest of this page. And the first place that you're going to go, I'm going to show you proof of how I made $1 .4 million in profits since I transitioned to this model. And now it's like, I'm trying to get you to believe that.
there's something new that you don't know i'm the guy with the secret sauce and i'm trusted by elite motherfuckers and if you're an elite motherfucker or you aspire to be one or you believe you need to be one and you you need to get up to speed i'm your dude that's what i'm basically trying to sell you on in basic mega that's your big domino yeah okay so you have a big domino and then some smaller yeah yeah that's fair that's fair yeah so that's the big idea then subsequently i remind you that you need an agent here's these trends so i'm selling you on these trends and you're like fuck yeah that's right and i'm then i'm hitting you in the head with you don't know your numbers and here's what happens when you do And then I just keep hammering you in the face with all these people that you have come to at least follow, if not respect, whether you like them or not.
And they're going, yeah, this dude's legit. Now you're like, what am I doing elsewhere with anything? So I just want you curious enough to go.
The goal of the VSL page is to get you to DM me the word bulletproof with a decent amount of context. So in the same way, I'm selling you on DMing me. To do that, I'm getting you to believe all the preemptive beliefs that my offer directly solves.
I'm teeing up all of the stages of the offer doc in the same way that when you're booking calls with the VSL funnel, your VSL itself should tee up. hey, book a call if you want solutions. So I could easily just swap out DME, the word bulletproof, and book a call, and we'll show you the details and see if these systems will work for you.
And if the AI agent, the Gen 3 model is for you, and if it is, I'll show you what that looks like and how that might work for your business. If it's not, I'll tell you that too and tell you it's not a fit. And that's how I would do a call for them.
I would just embed the calendar. Ready to enjoy your business again? Book a call to see if the Gen 3 model is a good fit for you.
That's all I'm doing. And now to macro, like a full soup to nuts three -hour webinar is the whole process in one bit. This is a whole webinar split up into two different sections.
There's the VSL that's 36 minutes or whatever. Then the offer doc is the pitch. They're just in two separate mediums in two separate places, but they're the same webinar.
I turned my VSL into slides and my offer doc into slides. By the time I'm done with my VSL portion, I'll go, now, how many of you guys would like to see how this works? Me!
Drop a fire emoji. Great. So the first thing we do is this.
Right now I'm hand selecting this. I'm doing that. Phase one is this.
Phase two is that. I go into the close, the objections, and I could do a three -hour webinar.
which is the same thing you do on a sales call it's the same thing it's the same sales process that same sequence occurs it's just we're either going to do it all in one shot or we're going to split it up between lead magnet as one vsl is to pitch as three or whatever but there's different mediums to deliver the components of the sequence make sense you just had a aha moment of some i was thinking about beliefs shifting and different selling points as nested sequences and then you instantly made me realize you know the and if they're not sold you need to start knocking down the little dominoes it doesn't matter which ones it is as long as it ultimately yeah and that's what the middle of funnel content does absolutely five times a day all of my retargeting content of which i have 100 pieces of content all of them hit all of those beliefs from a whole bunch of different angles and eventually you're going to be like god damn it yeah which that's all of you got to that point which is why you're in this room i have a tiny question yep i noticed you seem to have moved the disclaimers higher up because i before your testimonials didn't have those i've seen on social media now you're putting the disclaimer on your testimonials you're putting it higher up here are you concerned that you're getting bigger enough that big enough that you have
You want to be more careful or why? Probably a combination of a couple of things. I want to put it there.
I think right now, especially as trust decreases, the more you basically say nothing is guaranteed and you're fucked, the more trustworthy you are. This is a little less stock standard out of the box. There's some things going on here that I wouldn't necessarily.
recommend you lead with from a headline structure standpoint. But on this one, the AI content and ad system closed this much money last month. It's like, I'm not good at content.
I'm not consistent with content. I hate making content and I'm not great with ads. And I need to get better at AI is the very general narrative with my target audience.
If I put this closed 100k last month, I would attract people who are aspiring to 100k months, which is basically 10 to 15k a month people. If I put numbers that are like 300 grand, now the only people who think 300 or 294 is a realistic thing that they might also be able to duplicate are people who have already hit different milestones of at least 60 70 80k probably at least had one month that touched 100k or they've already hit numbers like that but red headline sub headline two that says without sales calls or long dm convos is like that has a whole different spin on things how in less than two hours this is key the more you can associate a time with anything and sometimes you could put this in the headline I could have any of those sub headlines honestly could have been the main headline and maybe they'd convert better.
I just haven't split tested everything. There's a split test. I did, however, split test a thing that was very direct in terms of a result.
This is more of a narrative of what I've done, which isn't always the best play. In this case, it heavily, obviously outperformed one that was like This AI content ad system will get you this in two hours or something of that nature.
It's more of a benefit to you versus here's what happened to me narrative. Both work. Both are worth testing.
If I was going to start with one, I'd start with the very direct. This thing will get you this outcome in this time.
Without thing you hate. In less than two hours, fast result. So the faster that you can make something sound, especially on the lead magnet or an SLO, or even honestly a call, if I can make it sound like my speed to value is going to be really quick, people will be like, unless it's unrealistic sounding without substantial evidence to back up why it's realistic.
Let's make a million dollars in the next five minutes is not realistic and people will close it because it's bullshit, right? Make a million dollars in the next 10 years is too long of a timeline. And why is there any urgency if I got 10 years?
So the more I can make something like, like the one I wrote for Justin, because I had a other offer years ago that I was running that worked quite well. His headline still to this day is get one to this, this simple ad system will get you one to three clients in the next seven days if you don't pay. That seems like a realistic timeline, but also if I got that, that would be a win for his target audience, right?
And so it's realistic, it's understandable and it's simple. And I know I need to run ads and I've tried it and it didn't work. This seems simpler.
Maybe I'll buy this $37 SLO to teach me this thing, right? The promise or the, at least the outcome is one to three clients in the next seven days or you don't pay. It's like, you just keep the course and give me your money back.
And it's very risk -free. So you can make a claim like that on an SLO. And as long as you deliver something decent, you'll.
be in a fine refund rate and it won't be a big deal. If you do that on a high ticket program and you say, get one to three clients, then I will personally get you one to three clients in the next seven days. You'll attract the worst people in all contexts, right?
So it's like what you're selling or what you're asking people to do or what the promise is matters. I never say, I will get you to 50 to 100K a month and take home profit. I never say that.
I never promise that. sure, you'll get that impression and I want you to, but I never want to be like, I guarantee you'll make a hundred grand in profit by being a boardroom. Never.
And nor do I even want to insinuate that. Like I was sweet for obvious reasons that I don't need to explain right now, but I will say my goal is this, what you do with, I have no control over. But that's my goal.
That's all of our goal. That's what we're all working for. Borrowing from Jeremy Haynes, like we're all working towards million dollar months.
Some people hit it. Here's these big trophies that show it. Same idea.
And so the original version of this offer obviously didn't have the propaganda machine or the agent attached to it or whatever. But since I did attach it, I just put this little purple visual discerning highlight headline thing that I've littered throughout. That's just what's a thing that looks like a magic AI thing that you're used to seeing when you see AI stuff is these little like twinkly stars.
If I use the little robot head, that kind of looks cheap and shitty. I always thought go high levels branding of the little robot that they use for different. I'm just like, this looks cheap and shitty.
So I want something that still is under my it's regal is high class. It's elite, but it also is visually color coded to be different. especially if you'd already seen the non AI agent version of this offer, which I had run for five months prior, I'm going to retarget the piss out of you with this new angle that I've added to this.
And I need it to be visually obvious. So now we have this purple blue gradient thing. And so that becomes color coding is huge.
It separates ideas, red, pain, green, goal, the AI thing. I'm like, what color coding, what haven't I used here that makes sense and doesn't completely ruin the aesthetic in a way that causes a visual discomfort. And so I just fucked around with some colors and I fucked around with different ways of the badges and indicators.
And I'm like, this is the simplest way. And so under every single bucket or bucket button, 30 day guarantee risk reversal. and powered by a pre -trained ai agent right now we're still very early in the people's understanding of a pre -trained ai agent so that's all i have to say and when something's new all you got to say is here this is and it's new when the market is saturated and sophisticated that doesn't work anymore so at some point everybody's going to have an agent pre -trained ai agent's going to be a commodity and something else will take its place or whatever i'll figure it out Okay, but I want to point out, if you opened this on, how many of you guys bought this from an app by a show of hands?
Okay, a few, five, half of you. Okay. What matters a lot on, and you've got to honestly mobile first on all of this.
And this honestly looks more like this on mobile. So you see my little, I don't know if you guys can see it. You see my little dome peeking up?
That matters. And there's little arrows right above it. The reason that matters is because I want to subconsciously and consciously induce the scroll.
So if, for example, the page looked like that, which most people, that's what their bullshit looks like. when you first when they first i first see it it's like this is just sure the main idea hits you but like i can't tap on anything there's no call to action the first impression it looks just sloppy and bloated and shitty even that the button's not fully above the fold meaning the part of the page that is like the first part of the page when you load the page that's called the fold anything below that is below the fold okay So I don't want the button half cut off because I don't want to tap.
Here's what happens when you're on a mobile browser. You tap something at the bottom. That little bottom thing shows up.
And now you have to tap twice or close that. And now you've got to do three things with your thumb when you could have done one. All of that matters.
I don't care what your conversion mechanism is. All of it matters. It's three times the effort I'm making you do because I was so lazy to not make sure that my spacing was above the fold.
So really, that's what it looks like when you load it on at least an iPhone right now. I make sure the arrows are there and I make sure there's my little dome there. So you're like, what's that?
Who's this guy? And so then you start to scroll from the desk of John Whiting. But also, A, visually that's interesting.
Nobody has designed a page like that. Usually it's like a picture, like the Frank Kern looking circle headshot looking fucking thing. It's relatively ugly.
But I did borrow this same thing here, right? This probably should be bigger. Take 90 seconds to read this letter.
You'll be glad you did. But what I want to, here's what I want to touch on. And we can do more of this tomorrow if you guys want.
I don't, we won't, obviously we won't get to reviewing your shit today. But hopefully this has been valuable enough. I could go for two weeks on the subject.
We're just scratching the surface.
You don't want to stand your trip. Take 90 seconds to read this letter. You'll be glad you did.
That's what's called a copy hook. It's what sells them on the next. It's what sells them on consuming.
So all of you could add that somewhere. on your pages or in your VSLs or stuff that you're even in your YouTube videos, that could be your main hook. Watch this, take the next 36 minutes.
It's going to be the most valuable 36 minutes of your life. If you're this person with this problem and you want this result, I say that because, and so my version of, I say that because is just so we can get the proof out of the way. Now let's sit here for a second.
The way this was intended to be written is hopefully the way that y 'all have consumed it. And I think partially at least why the right people, like the ascension rate and the conversion rate from people who buy this is like a really, a pretty solid qualified fit. is because i know all of you as soon as you click on anything is bullshit bullshit bullshit i've heard it before bullshit bullshit bullshit this isn't different bullshit fuck you is basically the main narrative that occurs is that correct is that a decently correct assumption some variation of that so in your mind you're basically in your little whiny mind voice you're going prove it And so I'm like, all right, so we could get the poof out of the way, moron.
Here's my number direct from our tracking system. This is doing a couple things. Remember, the goal of Top of Bottle is to get the right people in the ecosystem.
My goal of right people is boardroom ascensions. I want to prime your ass on this sales page for boardroom. So that you're already thinking about boardroom while you're thinking about this.
Okay? massive if you have a lead magnet if you have a book a call funnel anything you can do to say this is the same system that these proof people have used and that i've used it's the same thing that i give my clients in this thing and anything you can do to remind them that they don't have a tracking system y 'all don't have good tracking systems i have this clean dialed in tracking system with the shit that you know you need to know but you don't know Just hammered right in front of your face.
I'm passing it as proof of the fact that this system works, but you're looking at that going, I don't have a tracking system that looks that clean with those numbers on it. And I know I need it. Already I'm inducing pain for the ascension.
You just don't know it yet. So that later when you see this again, you have already had one exposure to it. At least.
and so then i circle the big number and i say here's my last 12 months and you're like shit and then i earnings and income disclaimer but then what's the big thing that you read from right here what is it what where's your i'm not an ai marketing guru why do you think i put that there in big headline font so they don't get the wrong impression you don't get some ai because y 'all are thinking like oh there's some ai marketing bro selling some ai bullshit and so i'm just like look i'm just a dumb fuck i'm not an ai marketing guru i'm not trying to be just so we're on the same page i just use this system for myself and it didn't it's just so well that my clients asked me to share it with them here's what happened to them Notice my testimonial arrangement.
They all aesthetically look the same. I've highlighted where I want to draw your eyes to, and I've arranged them in a two by two fashion so that you're not having to have this weird, cumbersome, bulky scroll through a bunch of shit where you lose your place in my narrative. Otherwise, if I had five, six of these stacked full wide screen, you'd forget that you were reading a letter.
And now when you picked up again, you'd be like, wait, what was I reading? But here it's in just one little unit where it doesn't break the flow of the actual sales letter. Do you notice how I'm doing that with your eyes there to make it easy for you to continue to read this sales letter?
All of this matters. All of it matters. You want to sell without calls?
You got to know this shit and you got to get good at it. And now I'm sharing the same system and pre -trained AI agent with you. Now, if all I did was scroll, one of the main points I want you to get from this is when you build sales pages, landing pages, conversion pages, offer doc pages, anything you send clients, I don't care if it's like an SOP, you want to make it to where even if they did skim it and just read the big things that they couldn't avoid reading if they wanted to, which is the biggest text on the page.
Let's look at this scroll here. Big number last month. big number circled, we know there's proof.
To be clear, I'm not an AI marketing guru, but now I'm just sharing the system and a pre -trained AI agent with you. Okay. How am I going to get that?
In 2023, I grew to hate my seven figure coaching business. Anybody on this, like read that and be like, fuck, I hate my coaching business. Yeah.
While you're on the sales page, right? So I know you hate your business reading this, which is why you're trying to sell without calls. So I just make sure that.
It's tough for you to avoid that. And I put that right under pictures of me and the homies. Now, notice, I put pictures of me with them.
Because if I only put headshots of them, you could call bullshit. But this is tough to fake. Real tough.
And if I did with AI and I got found out, I would be done. Done.
Forever. It's me and people you can recognize. All of these people, by the way, run ads that you may have a high chance of selling.
Dan Henry, Ravi, Justin, and Eli. They're in your feed. Now you see me with them.
There's many people who have been like, fuck, I just went to the source of apparently you're the guy that's the secret behind their success, which I'm not. But I want you to definitely think that there's a very high contribution. I want that impression.
I want it to seem like I'm the secret guy in the shadows behind Dan Henry's success. I want it to feel like that might be the case though. But I'm not going to deliberately say anything that's like, come on, bro.
I'm just going to show you stuff. You can come to whatever conclusions and I'm not going to try to dissuade you. Think whatever you want.
Cool. I hated my coaching business. Now I get pre -sold clients showing up ready to buy.
Bullshit. Oh my God, screenshots. And an AI agent runs 95 % of the system for me.
I'm going to scroll through this and just read the headlines so you can see that you can get it just by reading the big text as a skimmer on the toilet. AI agent runs the 95 % of the system for me. Now my team is just two humans and an AI agent.
I work just four to five hours a day. And my agent and content and ads do the heavy lifting because the smart coaches have transitioned in the AI agent business model. You don't need any AI agent expertise to set this up.
You don't even need to have a big audience or lots of views because the game is really about engineering belief. And this honestly should be a headline, but it'd be really weird to do that right before a signature because it would break up the fact that this is a letter. But then I put an actual signature cleanly.
P .S. Read the rest of this page to see how installing the system, you know, you make high ticket coaching sales. So I'm another copy hook.
I'm saying you read that, but you're not done. Read more. introducing the propaganda machine right now that's clean i can see all of that in one shot one big net impression packaged nicely it's clean it's like damn this is elite it ain't some ai gen this is photoshop from scratch clone me bitch and so the people who have done this stuff or tried this stuff know how hard it is to do this, all of what just happened so far.
So that alone as an underlying net impression matters. Even people who didn't buy this, they're like, your sales pages are, who builds your funnels? I get that question.
Who builds these funnels? Who does your graphics? Can I get a referral?
I do, bitch. Yeah.
One big file from scratch. From actual scratch, no AI generated shit anywhere on that graphic.
So anyway, I say that because as you were scrolling through this, notice color coded with some purple stuff to highlight different sections. We can cover more of this tomorrow, but negative stuff is dark and red. Brute force, old way, brute force selling.
I came up with a name that made you feel like that's exactly what I do and I hate. Right? And then I just noticed the red.
If all you read was the red, which is a shorter read for skimming, you could get the idea. If you want more, keep reading. Here's what most coaches do.
All this stuff. And I word it and it's short, it's punchy, it's skimmable. So no matter really where on this page you start, it's fine.
I'm trying to get you to do it linearly, but you're not gonna. And that's okay. and so this is not scalable notice that's a big red headline damn it i know what i'm doing isn't scalable and i'm afraid to admit it to myself but say hello to the propaganda machine white bright new opportunity clear and i have scrolling content that accomplishes oh my god this is so good how many of you guys have ever seen the movie they live watch it it's an old 80s movie about basically The aliens that run this planet disguised as humans and how they use advertising and mainstream media.
Yep. Yes. Okay.
There's these glasses and the rest, the old wrestler Roddy Piper's in it. It's worth watching from a lot of different standpoints, but they put on these glasses and you look at like all of a sudden everything around them, even if you just Google right now, the movie, they live, you'd see billboards that turn from a makeup ad to a subliminal.
message underneath that says buy obey consume this is joined by obey pay in full i was like sitting here staring i was like there's no way so what i'm so what i'm doing here is i'm demonstrating binged your content so here's content that's being binged but i'm also telling you with a subliminal message to join, to obey, to buy, and to pay in full.
Oh my God, it's hilarious, man. And I'm giving you more impressions of me and I'm showing you I have a YouTube channel. I have easy clients, scale mode, 100K a month.
I have all these headlines that are also... But I'm just showing you an example of my content. I am also...
impressing upon you that i have shit that you're going to consume and you're going to obey that word and it just nicely it's just a display of just a graphic that illustrates what i'm talking about simultaneously i am installing in impressions in you to prime you to do what i want you to do all this adds up can you make that with i took screenshots of the things that I know enough variety.
I threw it in, I forget what I might've, it could have been Canva just to create easy lines and distribute them accordingly. Each one of those four streaming lines is its own unique image file. I have a CSS that basically creates the scroll and the fade.
And then I just have four of those stacked at different sizes on top of each other.
then what to expect the propaganda effect if all you read was the bold sales calls become optional formalities objections evaporate your team stops blowing and i wanted to put in parentheses deals which i probably still should work less and close more attract better clients i'm just using the words that y 'all use to say what you want in simple punchy format there's way more on this page by the way i'm giving you the quick quick version But it's super simple, super simple because right now your shit feels heavy and complex.
I'm just going to tell you that this is the opposite, right? And by the way, when you saw those two graphics side by side, one says human does the work. This one says AI agent does the work.
So it's just creating contrast. And one has fuck tons of steps and one has half the steps. All of that visually, even if you didn't read it and you saw 10 red bubbles and four black bubbles.
You're like the four black bubbles. The extra space in there. So it matches on the left version.
The extra space there is to create a light feeling of there's no steps. it's very light there's barely anything that happens yeah i hate how it's usually just yeah if you crunch them all it seems like it feels heavy and dense i'm trying to create the feeling of light freeing which is why this is all white but i could keep it i didn't go green for example because it would fuck with my aesthetic okay anyway so it's like that's the thing i personally designed this little hypnotic gear thing that's a i custom did that in photoshop So anyway, then imagine this.
Now I'm asking you to close your eyes and picture somebody DMing you going, what up, John? I think I'm ready for your coaching. Everything is silver written.
It's almost like everything you wrote in that link was exactly what I needed. You're going, what link? We're at DM about what?
Now I'm planting that seed. I'm opening that loop. What link?
I got to find this link. What did he write? And you're going to look at it from a standpoint of, I want to find out what this guy's doing.
But then when you read it, you're going to be like, fuck, I might need this. That's how all y 'all motherfuckers ended up here. You started by funnel hacking me and sussing me out to see if you could borrow for free some shit I was doing.
And then I kept hitting you with shit that actually was pain points that you knew you couldn't solve with the bullshit you were doing right now. And then you basically flipped yourself into, fuck, I was just going to try to copy what you were doing. What?
Oh, yeah, yeah, yeah. But yeah, follow three simple steps. Beliefship.
On the components of your offer. The big main bold points. If all you did was skim, forget what it says on the book thing.
Know exactly what to post. What's a big problem for people? They don't know what to post.
So you'll know exactly what to post. But then what? Oh, we get to create persuasive content.
I thought we were supposed to create, what's persuasive content? And then I just slapped AI agent will help you too. I don't say we'll do it, right?
So I'm not saying it'll all be done for you and all you got to do is do nothing. It'll help you too. So I'm still setting expectations realistically.
And then step three, make them binge. Cool. And then big headline here, stop chasing prospects, use AI to make them buy.
So even if you did a quick scroll, you're going to get stopped on one of these things. It's going to punch you straight in the head. And then you're going to be like, wait, maybe I should go back and read this whole thing.
Oh, and then you get to this purple section that's certainly going to stop your scroll. You're a pre -trained AI agent. Notice I didn't say a pre -trained AI agent.
I've already given it to you in your mind. It's yours. You're pre -trained.
And you're like, I don't have one though. I guess you better get this done. I already have one.
Does 95 % of the work. It's like, right now I'm a bitty business owner. I don't have time to do other work.
So I'm marketing to the bullshit lies that are going on in your shitty universe right now. Because that's what gets you to buy. So all of this is sell them what they want.
I am completely pandering to your stupid universe that you, I should delegate. I don't have time for that. I gotta hire a big team.
I'm too busy for that. And I'm just like, cool. I'm gonna call that straight out and I will let you buy for those reasons.
So the front end is the bait that they want, that you want. Once they're in though, tell them the motherfucking truth. and then provide the actual real solution because the first part of the remember the first part of this propaganda machine actual training workshop thing is we're going to cover some cool shit on how to do all this fancy drooling yeah yeah but first none of that's going to work without this first part and this first part is what makes you go nobody's right but then i deliver the goods and you're like damn it it was good fuck and now you're in this position where i'm just like completely destroyed your reality and now you're just now just now you're in my retargeting ecosystem and it's just a matter of time you're just gonna cook i'll wait i got money i got time you show whenever you're ready to get done with your bullshit you could apply or don't right So same thing.
And then six, same thing here. Six client attracting bonuses, not client closing or client getting, but client attractive, right? Offer optimizer, 98 buying beliefs.
What are they? What are the buying beliefs? 98 of them?
Huh? What are they? How do I do that?
You're getting a complete list of 98 hidden beliefs, objections, subconscious fears, and secret rules about the sale. Stuff your prospects will never say out loud. When you know exactly what's stopping them before they do, the sale is already made.
I don't think I know that now because they're stopped and they're not buying. All of it just basically does the same thing from different angles. The AI agent trust audit.
We're in a trust recession. Awesome. you know it and people aren't buying and you still haven't mastered this whole trust thing don't worry this agent's gonna figure it out for you and look at the graphic there a shield that's secure with a check mark right all of it the conversion codex right like all of this just sounds like a thing you need and i give them a copy of the book because that'll that book itself now if you go back through the book again or for the first time you'll see that my book does exactly the same thing this sales page is doing it is also a conversion it's a webinar in pages free bonus six the ai agent business model I didn't give you a business model.
It's literally my VSL that's linked from the propaganda machine where I talk about this, but I just threw it in there as a free bonus with a graphic that says data. I know I need that. Media.
No, I need that. AI agent. No, I need that.
You. I have that. I have that.
I don't have these other things. This feels bad now. What is this model?
I better buy this to find out. And by the way, I did pre -prime as well. Up here in the narrative piece, the smart troaches have transitioned to the AI agent business model.
It feels like and seems like when you buy this, you've got it covered. Then you watch my VSL and you realize you don't. But I'm going to sell you on the idea that you're going to identify as one of three things.
I literally have had you guys come to me and be like, yeah, I'm in Gen 2. I have other people out there talking about. gen one, gen two, and gen three on YouTube videos and stuff.
I want you to identify in one or two, and I'm going to sell you on being in one or two is, and I said, notice number two, number one, hard and stressful. That's obvious. Manual, shitty, sucks.
Number two is the people who are using AI, who are like, yeah, I'm using AI. I'm calling it the illusion of progress. I'm literally telling them that what you're doing is an illusion.
Because there's a better alternative that you're not aware of yet and it's the new opportunity called the AI agent model and I'm using it to crush it with no team. What? I took the test and added up my score.
Yeah. So let's see. Okay.
And then become a master of modern persuasion in less than two hours. Again, a time -based thing. And now it's an identity thing.
There can be multiple identities to be clear. Bulletproof entrepreneur is an identity. A master of modern persuasion who in this room does not want to be that, obviously.
Not just a master of persuasion, but modern persuasion. Today, the updated version, the old version doesn't work anymore. This is modern persuasion.
Persuasion has changed. It used to be how to win friends and influence people and this, that, and the other. but now AI, easy case to make.
And then it's the summary of here's everything that you're getting today, right? And it reminds them of the main thing. And so, okay, so this was a headline that I split tested with a different page thing.
This would be like the very basic vanilla, normal headline that most should probably start with is install the content ad system that pre -sells clients so they show up ready to buy. That says what it is. It doesn't say the narrative of this makes me fuck tons of money with no calls.
That's a huge piece that apparently matters from a conversion standpoint. And it's just like, boom, boom, boom, bold, bold, bold, headline, headline, reminder, yada, yada, yada. I hit him with an FAQ.
I'm not overwhelming with testimonials on this point because if I give too many, it will create even more doubt. Cause like, why do you need to give us so much proof of this is so good. Like why it feels like you're overcompensating, but I give enough to show that it's legit.
And then I just put the basic FAQ and that's that. But the point is I'm directing you with colors, with visuals, with diagrams, with both copy and visuals to show you what I want to show you and direct your eye. Even if you don't consume this graphic.
from here i then break it down and have a section for each one that breaks it down further right so there's multiple different inroads to the consumption of the main message that i'm trying to share with you your audience skims too you need to engineer your for skimmers if they scroll to the bottom i don't care where they start The starting point, any starting point should be a decent entry point.
Obviously your headline and your hero section should be the best of it probably. But if they just tap the ad, link it, scroll hard and just let it go wherever they land and stop should be like a thing that makes them go shit. Maybe I should go back and scroll and start from the top here again, because that seemed to make sense, but I'm lacking the context of that, but I got to know more.
All of it should be a hook to get them into want to consume more. And in order to do that, we need to direct their eyeballs. We need to get their attention to the right stuff and remove the friction of consumption.
So if I have five lines of testimonial copy that's in small italics to read, nobody's reading them. And subconsciously they're like. This is hard.
They start associating the feeling of this is hard with you and your products and everything you're about. And now everything after that, you have to then overcome that objection that they don't even know they have. You have to then make it seem easier.
You have to overcome that this is hard thought that they have. So that matters a lot. And that's how you get some objections and people that come through and they're just like, I don't know, there's just something about it or some variation of that.
It probably happened a while ago within their first exposure of you or one of their first exposures to you. And they'll never know it consciously. They'll never tell it to you.
And unless you are aware of what we're covering here, you won't know what to fix. And you'll think that launching a webinar funnel instead is the move.
Dumb. Now, maybe you should still launch a webinar funnel, but there's a lot of other decisions that need to be made and things that probably should be tested and optimized before we completely throw away a model. So when we're talking about like all of you, if you just apply this to the stuff that people can find of yours online, not just sales pages, but like every user experience.
So when you go and navigate my circle as a non -user, all of it points to either the free blog section with it or links all my YouTube videos, just consumption city. Every time you click on something that has a lock on it, it takes you to a lock screen that says. Fuck you unless you buy it.
Click here to buy it, which takes you to a sales page, right? And even if you don't do that and you get retargeted by an ad, you click through to my Instagram, I'm there too. You're in my retargeting audience.
No matter where you go, all roads lead back to the place I am trying to get you to go. You can't get away. So you could call that the web or the messy metal bullshit thing.
Sure. But all of that is just content that is going to, at some point, force you to the next step in the funnel until you get all the way through the app step, the deposit step, all of that. Like that's at the bottom of my funnel.
So that's where when you do like the web audit that I have put together for you guys somewhere in this mess. Has anybody looked at that? Like the trust audit thing?
Is that the same as the web optimization? Yeah, the web optimization checklist thingy thing. Like this matters.
Highly recommend. But you need to optimize all your shit. Make sure all links go where they should.
Videos play. If somebody goes to a page, there's 10 testimonials. They all seem good.
And then the last one is a broken link video. I can't do that. The last one is a broken link video that says, sorry, you need to upgrade your account to unlock this feature or some shit or something.
You're like, nobody's looking at this. Like nobody cares. I don't get everything else on the page is fine.
There's a book called broken windows, broken business. Anybody hear that? So I have repeated this for years.
One of my favorite. two books the the book that led to the broken windows book is dan kennedy's ruthless management of people and profits basically as a is an underlying theme to that he refers to the book broken windows broken business long story short is everything if 99 of your shit's dialed in he uses i think in broken windows they use the example of And he paints this very vivid picture of, imagine you walk into this really high -end cosmetic dentistry office, right?
You're about to get a $50 ,000 complete new grill, right? And the entryway is just, everything's elite. It's like the Ritz -Carlton spa in there.
It's just, whoa, right? The waiting room's great. There's massage chairs.
There's all this stuff, everything, right? You then get led back to your room with the chair and the stuff. Immaculate, elite.
You sit down in the chair. It's this nice Italian leather chair. You get like a hot towel, the whole first class treatment.
The doctor will be in to see you in just a moment. She goes to turn on this wonderful TV with surround sound and stuff. And you notice in the top corner above the TV of the room, there's a spider web with this.
Spider in the middle of it with spider eggs.
Are you following through? What's your mind doing at that point? What are you thinking at that point?
Yeah, they neglect things. Now you ask, Doc, does it really matter what the guy says when you walk in? Oh, we'll get that cleaned up quickly.
And let's say they do. Is it all better? Why?
What are you thinking? But what are you thinking now? It's clean though.
It's gone. What are you thinking?
That right there. Say it louder. What else is wrong?
You now have reason to believe that there's other shit that's fucked up and there's no way of, you have no terrifying uncertainty. of what's going to happen is one of my teeth going to be you know wood what's going to happen I don't know and no matter what they say to reassure you that never happens that everything else is dialed in it doesn't solve your uncertainty even after you let's say you followed through with it they carefully come back into our office are you like can't wait no one thing So in our businesses, that is when somebody goes to Google you, check you out, they have links that are broken, videos that don't play, a testimonial that doesn't make sense that I have deliberately hidden.
And I think I did a good job. I don't think anything's out there. I still could be wrong after this, but I don't want, I have testimonials from people that are like, I would be embarrassed to have out there that would attract.
absolutely the wrong people if y 'all found one of those you wouldn't be here probably or i would what i would have to do is create something that very much called that out and addressed it and very thoroughly addressed it to the point to where i've at least done my absolute best to handle And reframe your belief around the situation.
But even then, it's still there. It's still in your mind. So that's everywhere from this button doesn't work and somebody done.
I don't want to click on another ad of yours. Your sites are slow. The buttons don't work.
They already have that belief, man. That's all it takes. Whether you're selling with calls or without calls.
Without calls, this matters.
More. With calls, it matters a hilarious amount.
I'm sorry. That's what people do. And they're going to do more of it.
And then they're going to have AI do it. And then the AI is going to find and make up and hallucinate lies. And we're going to have to figure out what to do with that.
What we're going to do is we're going to say, hey, you might be using ChatGPT to research me. Remember, 95 % of what ChatGPT comes up with is a hallucination based on this generic pool of data that does not actually thoroughly search. So what you find, please take with a grain of salt.
If you want the actual real stuff to validate and verify stuff, I would need a piece of content that address that thoroughly in hopes that. I basically would have to very much kill somebody's trust in AI's accuracy, which is not that hard to do, right? But they would do the, you see my thought process there is that they would research AI, assuming that what AI would give them in this hypothetical scenario is true.
But if I can get them to believe that they should not believe AI on anything, right? Or at least in that type of search. endeavor, then at least it gives me a shot at getting out ahead of that potential roadblock.
But that's how you got to be thinking. That's how I sell without calls. That's how I do two, $300 ,000 a month with no calls.
All of that. Not easily duplicatable, but some, a lot of the thought processes are that you could easily apply to your basic shit that you're running. to immediately improve a lot a lot and that even carries over to the fulfillment side and this last piece because we don't put some up but but on the fulfillment side like when i let you know hey by the way how many of you guys saw that yellow arrow thing to make sure you go on the correct driveway here because i know that the instructions take you quarter mile down the road or whatever I know that because I plugged it into my GPS and I knew that's what y 'all would experience and so I took a picture to show the road and I drew a big yellow arrow and I put it in front of you and I didn't get a single message from anyone going like I'm in the middle of a field I got to get out ahead of this shit and I got to make sure you see it so I make sure I have notifications turned on when I post about stuff in circle and then if it's really important i make a post on instagram because i know most of y 'all are most likely to see something from me on instagram because you're not sitting there on circle hit the refresh and if i really wanted to see it i tag it tag you in it on instagram that's i gotta meet you where you are with things that you need to see when you need to see them the way that you're likely to most see it and understand it and use it and apply it
not perfect but you got to start thinking that way if you even want to have a shot at creating some leverage for yourself okay is that helpful okay cool there's a concept when you're designing stuff and we kind of touched on this we talked about the copy to a large degree yesterday Now we'll talk about the actual like diagrams, graphics, images, photos, and why we use them and why things that we want to use and things we don't want to use.
I think that's very important beyond just bolded and italicized and colors and stuff. The main concept is . So the more that I can show something visually without you even needing to read words.
the easier it is for the brain to process what it is. We also want to, because everyone has different ways in which they process information, we want to give them the highest chance of processing that information in a way that it hits for them. You guys have heard of, there's the VAK, visual auditory kinesthetic.
Anybody hear about that? It's like, where, how do you best, it's mostly used in sales training usually, where it's like, if this person is, means feel, tactile touch. Kinetic is movement of something.
Like kinetic energy is kinetic energy, feeling, touching. Anyway, so visual is seeing, auditory is hearing. And in sales training, just to give you an example of we're going to take what happens in person on calls and stuff, and then we're going to start applying it to what happens not in person, not on calls and stuff.
So we want to understand the on calls thing first. So there's people that get on a call and I feel like, I feel like, I feel like, I feel like we want to more so skew our communication back to them in a feeling. type manner, rather than versus like a thinking or a hearing.
And if they're like, I feel like this, I feel like this. When you go to pitch as a simple, stupid example, how does that feel to you? Versus how does that sound to you?
Somebody who is an auditory, we want to say, how does that sound to you? What I'm hearing is this. What I'm feeling versus what I'm feeling from you is this.
And like, oh my God, yeah, this person gets me. Versus a visual. They're like, what I see is this.
It's like, cool. What I'm seeing is that. How does this look to you?
How does this sound to you? How does this feel to you? Okay.
So you can use that on calls immediately and you'll just, it'll give you one more notch and an increase in rapport and having them go, holy fuck, this is my person. And so we want to give people in stuff that we put out, like some people don't like to watch stuff. They like to read.
Some people don't like to read. They like to watch. Some people don't like to watch or read.
They like to listen. I want to give you all options of consumption. Okay.
So in my seven figure mind method book thing, I'm not going to pull it up, but if you go in that section of circle, I have the PDF downloads. You can read. I have a video book where I'm sitting there reading it.
scrolling on the page that's a screen share so that you can watch the book. And if you want to just not, if you want to just listen to the audio book, it's basically the video with don't close your eyes. So I'm giving you the book in all three formats to consume.
Theoretically increasing consumption. Do I have stats on any of that? No, which is that I'm just giving you the options to consume my shit in whatever way you best consume stuff.
So On our pages and stuff, we want to have that in mind as we set people up for consumption because the goal is to get them to consume. Okay.
As part of that, on the visual piece, given that we want to make, we want to create as little effort required in the brain to consume as a general rule. So the more imagery that we can use to illustrate the concept, the better. So this is important in both like photos and diagrams and graphics and shit.
So like when we do the offer optimizer thing, I have that graphic that's point A, red, point B, green, and I'm color coding things like that. So that even if you had a tough time seeing, you could still be like red, bad, green, good, real caveman -ish. And so that's why most of my shit is color coded to some degree so I can make it easy for you to differentiate concepts and stuff.
okay so for all of you guys you should be doing some variation of that even if it's the simple old way red or gray or dark bad new way green light white maybe some blue good okay and we want to also make it to where there's the associations that they're used to making with stuff So you want to just think in terms of what do they already associate as bad in general, bad with the specific old method or thought process or whatever, and just write it accordingly.
And I will, yeah. Yes. Okay.
So yeah, this is a conversion rate thing, but yes, at the top of your page. And in fact, you should. Should you do this on a booking funnel?
I don't know. It's worth potentially testing. Certainly on a low ticket funnel, you got to have a phone number.
Now, to be clear, this is a Google voice number. Okay. There's nobody answering the phones at the Bulletproof Entrepreneur Company.
Okay.
The voicemail basically says, Hey, you've reached Bulletproof Entrepreneur for support. Please email support at whitingsolutions .com and our team will get back to you. Okay.
So just, that's all it is. But the phone number is there. It's like, wow, this is a real company and they're real people.
And we do get people that call that number, but it just tells them to email support. It's actually, I think still my old assistant, Kayla. friendly female voice another one that's oh it's not john personally it's it wow he's got an assistant wow this is legit right oh i'm just but i'm doing it in such a way to where i don't hire anybody and the email yeah so great question actually i think that one is not there on mobile to be honest uh yeah yeah why i don't know i because it gets real jumbled I don't know.
I don't have empirical evidence. I'm just like, that's a rule that I learned. It makes sense to me.
So there it is. Okay. So I, in general, want to draw your eye to the main call to action in general.
Okay. A lot of these are going to be general rules. A lot of rules that I might break or you shouldn't apply and that there's no way to address all of those, but the button.
It's like a gradient type of a button that looks clean. It's like, I know somebody didn't just throw up like a go high -level page and select a color and call it a day. You could, and that's fine.
But for me and my audience and you guys, I'm trying to elicit, damn, this is dialed, right? And this is clean as fuck. And so I'm just like, what can I do?
What can I add to this that will... assist in that direction that I know is it's tougher to duplicate that. You know how much work goes into this type of stuff.
Like Michael said, I really appreciate your attention to detail on the CSS.
Exactly why I do it. Okay. So like in this case, and I'm just going to talk through my thought process of each of these.
Why did I choose the graphic is because here, this one's pretty obvious. Like a screenshot of a dashboard is obviously better than just saying I did a thing. And I circle it to draw your eye to that.
I didn't circle it in red because I have red on this page associated with negative and bad. So I circled it in white. Your eye is still drawn to it.
It still serves its purpose. And I also put the other, why didn't I just do the revenue one? It's because I wanted to show you that there's other components to this and I track meticulously and you don't.
And so in this case, I'm trying to basically do a Teddy demo where you don't like, cause the question is like, what software, what dashboard software is that? It opens all these types of loops. So if you have an opportunity to do that, like if it was Vaughn has his whole like AI piano learning software thing, he could talk about a concept that, and without even mentioning the software, but use the screenshot of the software.
to explain the concept so that it opens the curiosity loop of what is that software right versus and so now they're reaching for the answer versus me just like saying here's the software that you get when you become a part of the thing it's like that's fine it's just more like i don't know if i'm going to become a part now they're like leaning back versus if i don't necessarily if it's it's seduction so think of we'll just go the woman in the red dress She slowly starts to lift the dress up and you see more leg, more leg, more leg, more leg, more leg.
You're like starting to lean in versus if she just walks out naked, the shows, there's nothing left to the imagination, right? Which is why strip clubs and strippers do that whole thing is because it keeps you on the edge of your seat to find out what's really under there. And so I'm trying to, so anything I can do to, I want to give enough away to where they're like.
still interested, but not so much to where they're like, oh, I know what this is. I don't know. I don't have very many rules around that, but that is a thing that I'm trying to do where I have the opportunity.
And it's really all it is. I'm opening a loop in your mind. Anybody not very clearly know what an open loop and a closed loop is?
It's okay if you don't. I just want to make sure we're talking about the same thing. Y 'all good on open and closed loops?
Okay. A loop is basically when we're talking about advertising, marketing, copy and psychology and stuff. I don't know if this is an official definition, but it'll be a functional one for our purposes is a loop is basically a completion of a satisfied desire or interest.
An open loop is an unsatisfied or an unfinished story. There's a desire it's there, but I haven't, there's no conclusion to it yet. So I'm on the edge of my seat.
A closed loop is basically I've given you the payoff. I've answered the question. We're complete with that full idea right now.
And so showing this dashboard screenshot opens the loop of what dashboard is that, right? We have not closed. It hasn't come full circle yet.
I have not closed that loop. And so once I go, that's Teddy. Here's what it is.
Here's what it does. It closes that loop, but it opens another one. that says, how do I get that?
And we're constantly opening loops and closing loops. And we always want to have as many open loops with people as we can, as long as it doesn't lead to utter confusion with people. The open loop of, I have no idea what this person is or does.
We can't be that confusing with our open loops. Right now, we'll put that in the common sense bucket, but I want little pieces and components to remain open in your mind so that it seduces you to be like, come on. binge, check me out, go do some research or buy this to close the loop.
All landing pages, right? Going back to Michael's mock -up here. Discover the three steps to turn your passion for film scoring into a full -time income without relying on word of luck or word of mouth.
The question is, what are the three steps? That's an open loop. Once he delivers that, payoff in the training.
Now, you know, the three steps, but he's not going to give you enough to actually apply it. He's going to give you enough to understand it. And it's going to open the loop of how do I apply those three steps to me, book a call to see if this will work for you.
And then the call theoretically closes the loop of how will that apply to me? Then you have the call. And now that opens the loop of how much is it to work with you?
And we're opening and closing and opening and closing and so on. Yeah. How does this tie into, when I read this headline, I think of the levels of awareness and it seems like very problem aware, like we're showing them the solution to the problem versus somebody who's way more solution aware.
You probably wouldn't say discover these three steps. You'd go with a much more direct headline. How does what you're saying right now with open and closed loops tie into the levels of awareness?
To be clear, you already have open loops in your mind, right? So it's like an open loop is really just an unsolved problem. So it's how do I sell, how do I sell without calls?
Right. Would be the open loop that I'm creating here. So it's like, I think at every level of awareness there's, so going back to the, so anyway, I was just like, that wasn't the big general rule.
And in fact, that's probably an outlier to the rule showing that open loop graphic, but I figured I scrolled past it. So that's my talking point on that. This is more one that I would say is like a standard, one of the standard things to use where you can very clearly separate old way, new way.
I did this where I said, in fact, let's start all the way from here. This is the most stock standard. And I give credit where credit is due.
I've worked with Alan Soltanic for years as well. He's the NHB, nothing held back group guy, great marketer. Anyway, so this.
Old way, new way graphic is straight from him. Y 'all should have something like this because people are trying to accomplish an outcome. There's a current way that sucks that they're trying to accomplish the outcome with.
And I need to give them a new way to accomplish the same outcome that's easier, faster, better. Y 'all with me on the concept? So now I need to visualize that so that in one shot, I can have them see like.
that you can identify where you're at. I want to point to, I'm on that one. This is like the basic, most basic ass version of this.
And it's very, very effective. So old way, and we want to give it a name. Like if it doesn't already have one and we want to like make it sound like shit.
So to use Josephine's example, the big outcome is get rich with real estate. The old way for the people she's marketing to is flipping houses. The new way is commercial real estate development.
Okay. You guys see like how old way, new way. Okay.
From a purely mechanistic standpoint. So you could just say old way, flipping houses, new way, commercial development. Or I could say old way, fix and flip treadmill or fix and flip hamster wheel.
and then I could put it in a font that looks shitty not like the font itself is shitty but like in this case brute force selling it's like this like grind graffiti but I did make it specifically like each I made that in Canva but I chose the font but like I very much made sure this is a attention to detail thing I chose the font that was like raw and gritty and manual looking right it feels manual because it is but I didn't say that I said it with the font though and I wanted to also create a contrast between this manual handwritten grungy grindy thing and this very clean dialed in font just that alone creates even if you if you look at that and you like blur your eyes a little bit you can still see that one's like gritty and one's clean so i'm just trying to give you that another way of giving you that impression that what you're doing right now blows and there's a cleaner more clear way of doing this i'm sorry presumably we could go to something like that avatar sheet you've done to us and weave into an old way their specific problem so for them the main problem is too slow or too much effort would you recommend exactly two grand that they're trying to weave in do you see i'm trying to say their specific
pain point to how we start naming them yeah yeah yeah like my and just give it a name that's you know i could just say old way sales calls but to be very fair like this will help sales calls convert i don't directly say the promise of this is not you will eliminate sales calls because that's not what this thing does necessarily it can't assist in that but i do want to hit on that anyway but yeah just whatever words they're using exaggerate it a little bit Make it feel shittier, but don't do it to where it's like clownish to where they're like, they feel like you're placating them or talking down to them.
And so like that, your imagery needs to match. And again, your target audience's awareness levels. Like I'm not putting on this page and we'll get to this, but I'm not putting on this page images of distraught.
Like the guy that is. Right, that guy in red does not exist. It's because of, what are we, seven?
Don't talk to me like that. You don't have to show me how I feel, moron. That's what, for you guys, it would elicit that.
For a more B2C type, less sophisticated audience type, those dominate.
Okay, so it depends who you're selling to dramatically. You would probably, certainly Vaughn could get away with that for sure. Having some guy sitting at the piano just confused and shit.
And then there's some dude just crushing with a cross necklace and shit. Yeah, maybe. That assumes all of his audience would, you know, but that's the thing you want.
You want to at least understand conceptually what the visuals are that would resonate, but then you got to choose when to use them or if to use them. So if you look at most webinar type training things, like usually the video or the... So you want to have the concept of what would it look like if I had no words to explain my shit?
I can't use words. I can only use images. What do I do?
i can have the cartoon version i can have the photo version and i'll show you some images of that my the images that i'm going to show you of ads that i've tested for propaganda machine specifically like why i chose them and what i was trying to do the image part of it with you guys don't doesn't hit because of what i just said it seems like i'm talking down to you almost by rubbing your nose in something that you already know is but you don't have to remind me how painful my shit is i know you don't have to be a dick about it but again depends on the market and forget kind of the copy here on these but i'll meaning i'm not going to go deep on that but notice the red x is very again manual that same type of a paint brushstroke font where the green check mark is very clean.
And I want to create visual. One looks like a lot of really hard steps, even if you don't even read any of the copy. And the other one is half the steps with a lot more open space.
And I want my imagery to separate like the feeling of just like my old way, new way, they're opposites of each other. So now then if you actually read some of the copy. Chase and close skeptical clients manually.
Opposite attract versus chase pre -sold close clients automatically. They're literally the antonyms. Okay.
So it's pretty straightforward. So anyway, if you, even just as an exercise, if you never used a graphic like this, if you can condense your pain points into these punchy run as to cold traffic. Pay setters to chase leads.
People don't show up. Just really basic kindergarten. That's barely a phrase, right?
The more concise you can make it, the better. Because again, you're trying to get, nobody's really reading all of that, right? Some people are, so it's there.
Follow up manually. Hard close, bad clients. I have bad clients that we're hard closing, right?
Feel frustrated and worried and repeat the cycle and humans do the work. Yep, that's exactly what we're doing, right? So if I can just illustrate, I know this is what you're doing right now.
This is old way. So in the Josephine case, it's like old way, go to wherever to find house deal. Try to outbid other investors with this shitty method.
Finally, overpay by 25 % of what you were willing to pay in the first place, but accept the deal anyway, because you have no other options. Get in there and find out it's going to cost you X much more than you thought. Hire contractor, they ghost.
Hire another one, they ghost. Finally get it gutted. Find mold problem.
And then like whatever it is that they're actually doing with their hands, write it down. And they're like, yep, that's my, it's like an SOP for the fuckery. You wrote that like a verbal spiral, like someone talking out loud.
It's like, I've got to run ads to cold traffic. Then I got to pace that. Yes, it's an SOP.
Then the next one is literally someone going, why do you do that? I just. Yeah.
And I just do nothing. I want it to sound like literally there's nothing that occurs. And you're basically taking what is the old current main way that your prospects are using right now to try to accomplish.
big main outcome right and then write that sop yeah did you with the gaps that you have there with waste hours and sales calls did you intentionally put the gap right there because that's what the part that people most want to skip is how to own sales all follow up manually are closing back clients or did you not think about that um i didn't think about that I know Alan has a whole framework on the structure and psychology of this that I don't remember all of it.
I just want to create the visual space in light. Because right now, and to be clear, sure, like most of you guys, like it's an overlap of like your clients right now, whatever they're trying feels heavy, your shit is lighter. But I very deliberately.
I know the words that get used by you guys at point A is my business feels heavy. So I'm trying to visually illustrate heavy, hard, manual. So sure, does some of that carry over to your audiences too?
Yeah, but don't, it's not do this. It's know your audience. But yes, in general, like.
Sure, it should feel lighter, but I'm just letting you know, like, it's not just because I copied and pasted. It's because y 'all are like, it feels heavy and manual and arduous. And we keep chasing people.
It's literally, these are the words on that red shit. Like, that's what happens. That's exactly what happens.
So remember, if we can explain to people the problem, if we can articulate the problem that people have better than they can, they automatically assume you have a solution. right and then if we can articulate a solution to where they go i could see how that would work and it's better than anything else that's an option for me then people have a high probability of moving forward to try it right so it's twofold right you got to have both sides but just like we're trying to separate it's like old way new way old identity new identity old thought process new thought process right i'm trying to do that visually auditory kinesthetic.
And you'll find like what really slaps for your people. Like, but I'll show you some ads that like didn't perform that you would have thought common sense would have told you like that accomplishes the job. So it's like, what do your people resonate with?
But that's, we're trying to create, which camp do you identify? And I'm going to exaggerate your existing pain. I'm going to exaggerate it.
as far as I can without you feeling like, okay, you don't have to be an asshole about it. You know what I mean? I'm not using school direct response copy really paints a vivid, painful picture.
And for a lot of markets that really does well. For my market, people are like, stop talking down to me. I'm aware of how bad I feel.
Thanks. So anyway. It would be good to write the SOP of the old way that people do.
So fix and flip houses is one thing. Walking through, I know exactly what you do and exactly why it sucks. Just FYI, here it is.
And then the new way would be like. Remote commercial development. Because I think she, I still don't really fully understand what she does, but I really need to.
It's like, you're not personally out there with a hard hat. It's some variation of, you guys are familiar with wholesaling real estate. It's like, you don't have to own the property or buy the house.
You just flip the contract, right? It's how to make money with real estate without actually leaving your office, right? It's like, how does that work?
Old way, get in your car, go to the thing, get a real blah, blah, blah. New way. Download this, go here, upload that.
They sign, you get paid. What? And so now it's like this big, heavy, old way, light, remote, new way.
So anyway, all the ways that you can create that separation in people's minds, the better. Right. But I've seen people do this where if you get too wordy on these, it becomes hard on the eye to read.
Right. And so. Just keep that in mind is you want to still have that.
Can I look off screen and still get the net impression? Like here, there's like red, old, bad, new, space, good. So I'm trying to illustrate that.
And then I keep that theme throughout. So like the, I have a whole section on what most coaches do. And it's a repeat of that graphic, but I just isolated those red.
steps and I expand on them just in case. But it's like, say goodbye to brute force selling. But if you read the copy, most coaches quickly turn into full -time salespeople.
Fuck, that's me. Or sales managers, even worse, and end up hating their business. Me, I just want, I'm just explaining to you what you're already thinking.
I'm just regurgitating it back. That is not scalable. I know, but don't worry.
I've got you covered. So I'm pouring salt in the wound, but then I'm like, don't worry, we're going to wash it out. Thank God, please alleviate, say hello.
So the color contrast, dark, light, welcome to the propaganda machine, right? There's lots going on here, but like from a, like it just, A, it's clean, B, it's white. And then we talked about the scrolling graphics thing yesterday.
And then same idea, just isolating that. So that you can check it out. Forget the product mock -ups.
Those are relatively straightforward. The writing, like the name of the mechanism of the component of the thing should just be something that reinforces like, like current, like I'm selling you on the idea that you need to shift beliefs. Right.
And so after I've sold you on the idea that you need to shift beliefs, I'm giving you the blueprint to shift beliefs because right now. And then I'm explaining to you right now, your prospects have hidden objections. Yeah, because they get on calls and they object that are keeping them from buying from you.
You don't even know what they are and they don't even know what they are. It's like, fuck, I probably need to shift their beliefs. You know what I mean?
If I sold you on the idea of shifting their beliefs, wouldn't it be great to just give you the belief shift blueprint? Once I've sold you on the idea, it's like, just name it accordingly. Right now, if your content system feels long and hard, I'm going to give you the quick content system.
Don't have to overthink these things. And then like here, like I'm isolating this, I'm giving it a different color coded thing. A couple, a few reasons is because I want it to feel AI -ish, but I don't want it to feel like I'm just another dude selling some AI stupid piece of shit thing.
Another side note on this design situation. I don't know about you and I don't have really any other feedback on this, but I can tell you how many of you guys have clicked into enough landing pages now that were obviously built by Claude code or some variation and they all look exactly the same. Yeah, no, for sure.
It's all that tell, like, here's my, and so I'll ask you, how does, what does that make you think when you see somebody who obviously, I don't care how good the copy is or how good the design is. It tells me that you mailed it in. Yeah, sure.
So like another reason why I'm like, I'm going to stick on ClickFunnels 1 .0. It's just like, I feel like there's, for the right person, somewhere in there, it's going to hit that like, you respect that I respect the craft. Nobody's said that, but I'm like, that's what I get when I look at my shit.
Yeah. Yeah.
Yeah.
And it just drastically changed the intent of the whole funnel. Yeah. It's so true.
And I can tell you with shit, the last time I talked to Dan Henry, like we were going through some of this shit. We had a three and a half hour Zoom call where we were just like catching up saying, what are you doing? What's working for you?
What are you doing? What's working for you? And just screen sharing and just random shit.
And he's like, did you have AI build this page? I'm like, nah, dog. ClickFunnels 1 .0.
He's like, really? whoa and like it's immediately like impressive as fuck versus if i said yeah i had ai build it it'd be like oh that's really good that's fine because i actually think the opposite when i see it when i see it it seems up to date to me yeah okay yeah the good news is like that's not that big of a factor, this is still good whether you think this doesn't look out of date to you in such a way that it would repel you.
Exactly. So as long as it doesn't repel, fine. So in this case, I'm both appealing to the majority that's, yeah, that guy's a lazy asshole if he builds it with AI and you.
It works for all groups, right? Yeah, exactly.
Yeah. So anyway, and it's a tool that I've just been using for years and I know it and it's the devil that I know because everything sucks. So it's like, I just stick with the suck that I know.
Like the amount of softwares that I pay for, people are like, why don't you just consolidate? And like, I'm like the amount of effort it would take, I'd rather spend an additional five grand a month to never deal with it. You know what I mean?
It's worth it. every penny to overpay for shit so i don't have to migrate shit just that alone when i first found out that you're still using click funnels 1 .0 i remember that time i hit 40k and as soon as 2 .0 came out let me stop making money let me rebuild everything yeah no and i just went off yeah attention and rebuilding this in 2 .0 meanwhile yeah my boy here is just yeah dude it's it is i have a pretty ghetto OG setup masked with a lot of CSS and jury rigged components.
One thing. Okay. So let's go.
So we got the main idea of graphics is we want to create a separation of old way, new way, old way sucks, new ways better. And we want to do that with colors. We want to do that with imagery.
We want to do that with photos. We want to do that wherever we really can. And I want to have people identify themselves and point to go.
That's where I'm at. right that's me and then us the by by identifying at the red shitty place you by default aspire to the green blue black light better new place and the only reason i used black on that graphic for that one was because it's just in line with the branding of the actual propaganda machine product and it'd be weird if it was green it'd just be visually inconsistent okay so then I'm trying to plant the seed of this, this gen one, gen two, gen three.
You just have to have a reason to back it up that makes sense. That's explainable. So like at our last mastermind is when I introduced this, for those of you that were here, I stood right up here and did the marker version of this.
Okay. All of you were like, this makes total sense. And I thought through it before I did it.
I'm just like, I know I need to sell people on the new way. in this way and then there's either one old way or there's in this case i'm like there's two because there's some still some people that don't even use ai at all right i know those people exist there's relatively few of them now but i still want to have people identify in some shitty bucket but if i give you options now you don't feel like i'm pigeonholing you into one.
Whereas like that first graphic I showed you, you're very deliberately pigeonholing. Here, I'm giving you another place to put yourself. And you can see it's a modified version of the old way, new way graphic, right?
It's generation one. And I'm like, why is one big? It's because I just want you to see that there's three separate ones.
I'm color coding each one. And I'm using colors for the first two that are less modern. and desirable than this, you know, purple, blue gradient, more up -to -date looking, I'm with the times type of color selection.
So notice the one manual, it just looks tired. It just looks tired from the color. It's this dull, darker red, and it says hard and stressful.
And so it's just, I'm telling you what you should feel. And reminding you that you feel that way. And I'm just being relatively matter of fact, and I'm just giving you the components so that you can easily quickly place yourself in one of these buckets.
And if you place yourself in a bucket that you don't want to be in, you immediately go, I want to get out of the bucket. So, but I'm also with the graphic one manual. If you read nothing else with those red.
blocks and you read didn't read hard and stressful you would at the very least your eye is drawn to one manual two ai assistant three ai agent that's a total of Eight words and two of those words are AI with two letters and three of those words are a single number. So it's easy for the eye to digest versus if the one, two and three was the exact same size as the word generation and manual was the exact same size as the word generation.
And it was like, it could be there, but your eyes not drawn to the thing. We're like color by numbers here, like real simple, easy. My two and a half year old could get this.
And so. Then I just have to give names to it. Right.
We used to do a thing where, in fact, this is in a lot, all the lessons that are in the university section of circle came from when I was, when I scaled my low ticket membership, like an idiot, I built all of that live in front of hundreds of people on zoom, basically. But in the intro of that. which was like the first things that they watched as members.
And I think some of that I gave away for free, I forget. But that whole first section is designed to sell you on a belief system and introduce, it's like the first part of the webinar. And I said, you can either be, and we did this very deliberately when we were specifically selling the mindset program.
It's like, you can be one of three different people. You can be the, in fact, let me pull it up. Might as well, because I want to be accurate on this.
Because it's pretty good. So here's the blueprint.
In fact, I do really well. This blueprint is worth going through and studying, I think, because a lot of these same, all these same components apply. And this is basically like the first part of the webinar, right?
Let's see.
Again, like here, like even in this visual representation of my success for those, at least at the time of this, it's like, okay. There he is with Russell Brunson, image association with people that are authorities in the industry that they already know. So if Josephine had a picture of her and Robert Kiyosaki, like you're using that hard, right?
For the real estate thing. And then, okay, here was my, in my story, it was not a smooth path. This happened, this happened, this happened.
Moved out to LA, worked with this dude. Here's me sitting on the back porch of this dude's very humble hut kind of. place and it is melissa's been there my 49 a week fleabag motel in la i actually did that is it i took a picture of it anyway so i show pictures of that that like and now like here i am in and that's in my office with a dude you might recognize right so i'm using images and i'm now i'm here this isn't legendary if i was going to use the dream i would have really done it up but this was pre -ai okay but i'm here i am illustrating the reality is here's me breaking beliefs.
And this is, I know I'm using this not on a sales page, but here's an image that's meant to illustrate a concept so you get it. So the reality is the best in the world have proper expectations. Those who fail have unrealistic expectations, which cause them to get discouraged, easily complain, feel bad and quit.
And this was like the 10K a month goalers. Like my low ticket membership was like real broad mass market. So I'm like, for those of you who want to get to 10K a month, like.
You got to understand what you're asking for. So I said, if you make $10 ,000 per month in your business, you're in the top 10 % globally. And so I was like, here's the global population.
Here's a visual representation of the top 10 % and then the top 1%. So if you want to make 10 grand a month, you're in this little circle here. That's a small cross.
Now you have a visual representation of what that means. This is what you're asking for. You're asking to be in this very small elite group.
It's not like something everyone does. So hitting expectations. You want to make 100K a month?
That's in the top 1%. You're that one out of all these other motherfuckers.
You want to be that guy? You got to be different. And it's different.
And so I'm like, that just visually gives you a reference of, oh. That's what I'm at. And then I go, here's some stats.
And then I put some stats to it. And now you're identifying at any of these levels. Here's at the noob level, beginner level, novice, the proficient level, the master level.
And then I did some research on, okay, here's how many hours it takes to go from noob to beginner. And then I did hours into days, days into months, because I'm trying to set your expectations hard of, here's what it actually takes. Especially since we know how many hours does it take to master something.
How many hours? 10 ,000, it says. So I said, in this training thing, I'm like, let's be conservative and say you're an all -star and you do it in twice the time.
5 ,000 hours. That's 1 ,000 plus days. That's 50 plus months at half.
Okay. And so here's some of the few categories you need to learn. Sales.
And here's what sales looks like at the noob level, the beginner level, the this level, the that level. Right. And so I'm putting definitions.
So where you can spot I'm here on that. I'm here on that. I'm here on that.
And if you're like, I want to get to a hundred K a month in the next 30 days. Cool. Here's what that's mastery level top 1%.
So you need to be on sales. You need to be able to lead teams, strategies, mentor them, innovate your marketing, create and pioneer business models, lead client relations. And you want to do all of this in 30 days.
All right, cool. So here's the totals, assuming eight real hours of working hours per day. Here's at each level, hours to months to years to master each of the things required to get the thing you say you want.
Statistically speaking, to become a master at all of the areas that you need in your business to make a hundred grand a month, it's going to be at half 10 ,000, assuming you're twice as good as everyone. it's going to be over 35 ,000 hours. That's 145 plus months.
That's 12 plus years. If you're twice as good, twice as good.
And you want to do it in five minutes. So you see how I'm like, I'm making you place yourself and I'm creating a big gap. And I'm just like, you're either a miracle worker or whatever.
I started trying to make lots of money. 13 years ago at the time of making this or whatever. I'm like, I spent seven years making no more than 20 grand in random direct sales opportunities.
When I say 20 grand a year in random direct sales opportunities that were the wrong vehicles that I only found out after beating my head against the wall and never quitting after eight months until I was like, I can't physically live anymore. So I'll go to the next one. And I chose wrong vehicles for seven years.
Right. And so then I got in a better vehicle and so on. And fast forward to my first hundred K month was on year 11.
Of all the time, dedicating myself to trying to get good at this stuff. I consider myself relatively capable. It took me 11 years to have a hundred thousand dollar a month.
Maybe you're more capable than me, but if you were, you wouldn't be on this call and you'd be doing it. And so now you see, I'm just creating space and I'm making you place yourself. Now this is just a grid or whatever, but that you can use the grid.
Where is the roadmap graphic is good. Stage one, like this, you all have seen something like this. Here's what you got to do at stage one.
very kindergarten. Any of Russell Brunson's books, like Stick Figure, that's kind of what I was going for. Hermosi's Simple Kindergarten, Stick Figure, I can get it.
It does. Then I'm like, here's the actual visual representation of what this whole thing looks like so that you can see it in more than just words, right?
It's basically like a pipeline. like in the Kanban board type of a thing, like moving from stage to stage. It doesn't matter.
I could have flipped it. Do you feel like doing webinars in a Google Doc converts better than slides? It doesn't matter.
Okay, so here we go. Intention. Right now, I'd like to ask you one question.
Who do you want to be? Right now you can choose to be one of the following. So I'm giving you identities to choose.
And I tried to make two of them sound really undesirable, right? Now you could have one identity versus another. You could have three, you could have four.
I wouldn't go more than four because it's probably unnecessary. You could probably loop some in there. Three is good.
Three of things is good. There's a reason there's the three steps to this. It's because people can, two is not enough, four is too many.
I don't know. start with three. And if you need four, fine.
Okay. But you can choose right now to be one of the following. The ghost who opens this or any education material doesn't complete it, leaves.
So I'm giving, again, I'm identifying, here's the title. Here's the criteria of how you know you're this. Same as on the brute force selling.
Here's the criteria of how you know you're this. Opens this, doesn't do anything, doesn't complete it, leaves, repeats with everything, looks for reasons why this is another thing that doesn't work. How many of you guys want to be the ghost?
Okay, cool. Number two, you can be the wantrepreneur. Opens this, completes some of it, dabbles, tries stuff, might have some results, but never fully commits.
Spends life wondering what if. How many of you guys want to be the wantrepreneur? Nobody wants to be this.
But in their mind, they're like, fuck, I dabble. I try stuff and I have some results, but I never really fully committed. And I am wondering what if.
And so they're like, fuck, I'm a entrepreneur. Damn it. I just found out who I was right now.
Right. And I just gave him a name that, you know, if versus if I didn't want to repel people from that, I could easily reword this to be like the future success. You'd be like, yeah, I'm cool with that.
I don't want you to be cool with that. I want you to be, or you can be the bulletproof entrepreneur. Opens this, completes all of it, decides to fully commit to mastery no matter what, and lives a life others only dream of.
Which of those three do you want to be? Drop it in the chat. One, two, or three.
So this is a really simple visual table representation. I could turn this into, I could have created a character for each one. right and visually represented the bulletproof entrepreneur right look and that's kind of part of this shirt by the way is like the superman that type of a deal right that's deliberate not mega important but that matters people see the s on the chest superman batman on the chest that's why this is dead center and that big is because it's like a superhero association and i wear it every day So you associate me with a superhero to some level, on some level, right?
And that becomes, I wish I could be bulletproof superhero. And that sounds awesome. And that I'm borrowing that from both The Matrix and Neo and Dark Knight, Christian Bale, both of those concepts together.
It's like, man, I want to be a superhero, right? So anything that I can do, like now if I wore a cape, that would be too much. So it's like, that would be, it has to be tasteful and at the level of the audience that you're trying to attract.
It can't be gimmicky, I think is a good word. If it seems gimmicky, if you're not sure, it's probably too much. But Ian's sweatshirt's an example here.
He has a 10X sweatshirt from Cardone, right? It's clean, 10X, it says what it is. Cardone's done an incredible job.
It's the philosophy and three characters. Unreal. Well done, dude.
obviously. So anyway, we're just trying to create separation visually in people's minds so that they identify in one of those buckets. So I've done this on Gen 1, Gen 2, Gen 3, right?
And I've had some, I told you, I think yesterday, I've seen content from some of our clients, even people who aren't clients, talking about the Gen 3 model. as soon as i learned that i put a youtube video yeah yeah with my industry that's the most fine fine great so anyway let's look at just a couple like photographic images that like i've tried on like propaganda ads that didn't work but at least you can see my logic as to why i chose them so as an example show the the concept is show don't tell so like i try like happy guy that looks like the average of my clients with headline of that's proven to work from an ad, but here he is buying coaching on a laptop.
And I guess you can't tell that he's not on a sales call, but like there he is buying without a call. So I'm showing somebody buying without a call, right? Just visually.
so if i can show something visually theoretically and then i did one like with here's a woman buying without a call and here's a guy buying without a call because of content like i didn't i never ran that one that was a little sloppy but that was the idea i think i have some that are i thought i had some no none of the where's my it might be in another another one of these forgive me if you said it but we're still image ads like working well for you they do but are the ones that do best for you the actual product in general yeah but i'm always testing and stuff there was gosh one thing that we've seen pretty repeatedly is like for low ticket static images and pictures of the product work really well yeah For high ticket, we run no static images on the phone right now.
Yeah. So that's why you got to test. I don't know.
I ran a, I tried to be, actually I have an infographic ad that has done decent. Maybe you guys have seen it. It's basically a very simple cartoon graphic of a frustrated coach guy.
It's like, it's a cartoon, really minimalist. And then there's this mock -up of what is a propaganda machine. And there's an arrow, sad propaganda, or no, it's a prospect.
That's what it is. It's showing the prospect going from not a buyer, goes to the propaganda machine, cooks, comes out the other side, paying money. with dollars in his hand right so it visually shows what the propaganda machine does with no labels if you can show visually theoretically anyway the the concept here is if you can show visually the transformation this is why like in fitness before and after photos it shows it so it depends on what you're selling but show don't tell is the concept if you can show it visually without words and it's clear and they get it in one impression you have to do less work to figure out what this is right now for me that hasn't really performed anything but to be clear the more you can show that the better but for me the real genuine actual testimonials of people talking about stuff and me with pictures of our family or even just as basic this type of shit it just shows The I'm showing you the end result that has the visual representation of freedom and autonomy without saying that.
Right. For me, you guys are largely buying. I want to live like you, which not all of you.
Vaughn's not selling. I want to live like Vaughn. It's play piano like Vaughn.
And so some of this would be fine, but this would not be appropriate for Vaughn because his audience isn't like, man, if only I could. play gospel piano while i travel autonomously and it just you know what i'm saying so it's like you gotta just show the but however it funds let's say the majority of his people are like family men and i know you're not there but if you have a big happy family type of a thing the family's sitting around while you play piano you know what i mean like that type of a thing so whatever but that's the idea right so if you can show visually that you have in whatever it is, whether it's I have a picture of the watch, the car, the things, the symbols of result, both personal and client symbols of result.
Like when I share something with Justin and his cars or houses or watches or whatever, it's not just me, it's Justin too. These types of things, right? And people looking happy.
right not so happy so so happy that it's a caricature that breaks trust so you have to know with your market like if i showed like it's not gonna work and i only have two two dollars in cash three dollars in cash in my wallet but let's assume i had this was like a couple stacks is not a good ad for my audience yeah especially if they're you also attract if you put cars and watches those are things that poor people want wealthy people want different things yeah true so i can't be so overt about it yeah exactly otherwise you attract a bunch of people that want the car thinking that's freedom when your clients have the car and go be miserable mine are more like i try to be like a little bit more understated but i try to i don't model my organization of canva it's not okay but i try to make it to where You subtly, and I actually don't do this much, it seems.
So my flexing is less about the stuff. If you see the AP, cool. But I'm not going to be like, here's my, but I did have an ad recently that's doing pretty good where I'm like, prospects need to spend seven hours with you in order to buy.
I didn't say I bought this AP. I'm just saying, you see what I'm saying? So it's letting you know without letting you know.
How to become a liquid millionaire as an online coach with everyone in it. Did that perform well? This was just a carousel, but yeah.
That looks great. Yeah. If I saw that, yeah, that's, it's interesting.
The group element. It's not just lifestyle proof, but it's also, this does really, and this is why this one's pinned to the top is because I'm, I'm trying to flex. Happy spend time with family because I know flexing cars and watches is A, has a high probability of attracting the wrong people with the wrong context, but B, it's played out in general.
Not to say, obviously, if you follow Jeremy. He doesn't, you know what I mean? But it's use the assets that you've got.
Plus Jordan's a good looking kid, but it's like it. One of the things I learned from Dan Henry early on is what type of ads work. It's use children and ads, use babies, babies, convert babies and kids and puppies.
And so I'm borrowing from that, but I'm also just like, they seem happy and successful and stuff. It has nothing to do with an offer hack at all. Right.
What's that? Yeah. Yeah.
And it's my, I'm more, I'm a mature adult here with responsibilities and that's who I am. I'm not some bro in a penthouse in Miami with a Lambo. It's kind of like, I'm just like you.
Yeah. Like more mature than what you're used to. Right.
Is what I'm trying to communicate a bit. And so using those types of pictures. I think it's a different type of flex.
But again, that's for my market. Here's another one. Why I'm a thing, right?
Guys who have been through other programs are like, I've been next to the guy. Yeah. Jackass with the McLaren.
Yeah, yeah, yeah, yeah. And then it's like, I want to be near the guy who values his family because I value my family. I don't spend enough time.
Exactly. And so it's like, I'm saying a lot without saying much. And these are all just carousel posts that obviously I don't do as much.
I should and could, but in terms of return on time, I'm just trying to illustrate concepts. You can put these on sales pages. Yeah.
Like in my VSL, like those things. Let's open that page. Cause that's, if you go to a, by the way, it'll suss me out and you tap through from a propaganda machine sales ad that you didn't, you just tap through to my Instagram.
The first net impression that you get is this dude with a nice office. A guy you may recognize with a big number and then this dude with a family. And your net impression is this guy seems to be successful enough and cares more about his family and things that matter than material bullshit or whatever.
But then if you continue, that just makes you kind of keep going. Okay. But then there's the, on the VSL component, like.
The things that I'm flexing, it's yeah, I show you the big number and profit. That's nine months I've done. But I want to show the pictures.
So yeah, pictures of me and the other person. I assume don't like, I can't just use the headshot of the person. So it's me with them.
Again, I'm just, I'm handling your bullshit objection before it shows up. Did you create the, or if you don't have a picture of somebody, do you like Photoshop it? No.
All those pictures are real. Yeah. Yeah.
Which helps. Highly recommend. So then if I look at like this, for example, all of these were very strategically chosen.
They were sized accordingly. I'm letting you know a few different things here across the board. And I'm putting the things that would normally be front and center for people.
I'm making smaller. Right. And what did I put in the middle?
That's the biggest is me. Happy family. This smiling baby.
I'm hitting all the triggers here, right? Don't worry. He was screaming his head off before and after that.
I have the, even out of the corner of your eye, the two comma club thing, but right above that, I got cute dog by pool. right me on golf course at cop everything is just visually like catching my office golf simulator in there we're snowboarding me in front of lots of people at mastermind me on private jet with sun sushi and caviar at nobu my garage and i'm hitting doing the cars thing and me on stage talking so it's like i'm letting you know who i am what i'm all about what i like So that we can, what I thought was interesting between you and Jordan last night of the Kid Cudi affinity and the man on the moon, the alchemist, and like all of these things, which by the way, is in the raving fan formula that we talked about yesterday.
All of your personal interests, TV shows, movies, music, books, the more that you share that, people would be like, dude, you like the alchemist too? You like that song too? Oh, no way.
That alone, all of those little components matter. a lot especially if you're in we're all in the guru business but it's like you just want to develop a personal connection with people you and Roderick have the same hat on basically you and Roderick have a really similar vibe look going on you got the arm same tattoo pattern on the right arm ish like in the same spot same flat bill hat same little gray stubble shit going on it's like there's a all of these factors add up to that resonance of affinity.
And so the more that you can weave that throughout your shit, now you're more than your unique mechanism. You're a real human being with real interests and shit like that. And the more that I can say that without overtly saying that, the more it gets accepted because especially with my audience, with my avatar, you guys.
If I tell you to accept something, your initial response or reaction is going to be to reject it. There's the concept of . The short version of matchers and mismatchers is some people default to, if you say something, they go along with it by default.
Some people, if you say something, no matter what, they'll say or think or believe the opposite. So my audience is more, especially at this point, mismatchers and reject everything at first glance rather than accept everything at first glance. Whereas some markets and audiences will accept everything at first glance and then potentially reject it later versus reject everything at first glance and potentially accept it later.
My audiences reject everything at first glance and then accept it later. But if I use reverse psychology and I don't ask you to accept anything, right? Or if I ask you to reject something, you'll accept it.
If I ask you to accept something, you'll reject it.
matters and knowing like how people buy so if like all your people are skeptical that's why my lean out i don't push i don't sell i let you do your thing that's why all of my mess it has to be congruent and coherent across the board i don't need you at all i'm just like that he needs to be a thing that makes you want me more so anything that i do or say or act that leads you to believe i'm trying to get you fucks me over So as long as I'm just like, I don't need you.
I don't have time. I don't follow up. Sorry, I forgot to respond to you and I didn't answer your question.
I'm too busy and I don't care. I don't need you. If you want to apply, great.
If not, fuck you. I don't care. I just, I have to be coming from there.
Despite the fact that I want to make more money and become richer, right? I want to very much, but I have to act in and communicate in such a way that says, he's made it he doesn't need me i need him more than he needs me and that makes you go like this versus if i was like hey you should join you'd be like no i shouldn't why i'd be like hey you probably wouldn't even qualify anyway yes i would here's why use some reverse psychology in your shit if you get some of that And even do it on calls.
It's like, how much is this? How will I know it works? It's like, it probably, maybe it won't work for you.
I don't know. This is like, forget however you feel about Jeremy Miner. He does this quite well with his NEPQ, whatever it is.
I'm not even sure you need this yet. Right? Like that is, that is kind, you know.
Obviously be skeptical so the clients don't have to be. Yeah. Yeah.
So anyway, the more I can visually represent, man, I want a happy family and do all that cool stuff. I want a nice house with nice cars and nice stuff and all the proof provide yada, yada, yada. I will visually represent that.
And so when I talk about it, though, how do I talk about it? I still believe that every series online code, plus do some cool stuff just to, if you're brand new to my universe, here's the squad, right? This is Jordan.
He's two and a half. This is Melissa. That's my beautiful wife.
And we've been able to do some cool stuff. We installed a golf simulator in the house. I'm just like casually haphazardly flipping through this stuff.
I'm like, I don't know. Just, just let you know. It's not like, and then we were able to do this stuff.
You're just like, fuck you. But if I kind of poohoo it, you're like, wait a minute, I want to see that.
Huge key. So it's like same thing, different presentation. And I'm just, it's all just to let you know, like, I think, and notice like my tone of delivering, like, I'm not dead on this, but it's kind of like, just to let you know.
Yeah, the last nine months I've done. 1 .4 million dollars in net profit in my online coaching business and that's without setters without closers without sales calls just me a virtual assistant and an ai agent and that's working about four to five hours on average per day and in this video i'm going to walk you through the entire business model of how i'm doing it and why i personally believe that it's not only the simplest way to get to 50 to 100k a month and take home after you notice like my facial expressions like versus like Russell Brunson.
Hey, this is great. That's awesome for those who like that. I don't want anybody like that around me ever.
What's really crazy from an outside perspective that I don't know if everyone's catching, but like you are congruent because that's what you've made. You are who you say. Most people in here will go, why isn't this not just in here, but why isn't this working for me?
It's because you're lying and you're not a trained actor. If you want to come across like that, you've got to speak the truth like that. Yeah.
And I also want to point out too, you notice how my sleeve is up and I'm going like this. I want to make sure you see this and I will not call attention to it at all. So all of that goes together.
It's just a matter of how it's presented. I'm going to make sure that you're aware without saying a damn thing. In your online coaching business and then turn that profit into actual wealth in the bank account.
But over the next few years, I believe that the coaches that don't transition to this new model are going to get smoked by those who do. To do that, we got to walk through a couple of things. So it's like.
casual it's not hypey like it's anti -hypey but it's not so dead that you're like is this guy okay so i'm doing that deliberately because you're we're sick of the hype we're sick of the hype great then all accomplish some miracles and act like it was no big thing and if you want it great if you don't great i don't care just i'm sharing with you the thing right So all of those would be considered visual representations of the stuff.
And so photos littered throughout and then variety of things as well. So when I'm talking about my, A, I'm alluding to on this page, the bulletproof boardroom, but I'm creating a variety of, I'm showing a big group, I'm showing the teaching, I'm showing only. the people in the seats, and then I'm showing a couple of people that you might recognize sitting right next to each other, very specifically took this screenshot of Justin, like an action shot, right?
I want them, I don't want everybody like, that's, no, I don't want to indicate that this is a pump up, jump up and down seminar. I want to indicate that this is a group of sophisticated, interested. If you look at everybody's face in the picture where Alejandro is up front, everybody's pretty interested and engaged, but they're chill and they're relaxed.
They're not jumping up and down. I'm visually representing the emotion that you probably should feel. We're just matter of fact, objective, real people trying to do real good stuff.
So the expressions on faces. So just to have something there is not enough. It's got to be like the right expression on the right face of the right person in the right way.
It's just like all of those elements matter. And the more you know what you're looking for versus just choosing a photo, right? That's what you're really trying to do.
Does that make sense to you guys? Yeah. Okay.
I think that kind of covers a lot of this stuff. But let's look at some of your shit and see where we go.
We have an hour or so left. All right. So let's look at main page.
All right. Let's look at this. By the way, let's give some context.
Describe your avatar in two sentences or less. Busy. Hardscape business owner.
Profits low. And their business feels heavy. Okay.
How much money are they making now?
Between 300K a year and 2 million. Okay. What's their biggest problem?
Business feels heavy. Okay. And what are the symptoms of that?
They work 70 hours a week. They're wearing every hat plugged into a bunch of shit. Their teams don't do the work that they want.
They don't make the money they want on the jobs that they do get. The jobs they want, they lose because of price shopping. Okay.
So I didn't hear anything about leaking profit.
Right. And so what's the big working, what 70, what? Like 70 hours.
Okay. So biggest pain point that came out of your mouth first was working 70 hours a week? Yeah.
Okay, great. Doing what? Everything.
Okay. Working 70 hours a week, doing everything in your hardscaping business and how much revenue are they making again? Somewhere between, ideally they're making around a million a year.
We're just under. Okay, cool. So seven -figure hardscaping business where the owner is working 70 hours a week doing everything.
Cool. So from a copy standpoint first, and then we'll talk about the orientation of this, the lead magnet would be something like, are you a seven -figure hardscaping company and you're working 70 hours a week doing, and probably what are the main things that suck up most of their time? Meeting customers, building estimates.
and stuff they hate managing the jobs okay babysitting the jobs and i would just i would add a little bit of language of what does it feel like slogging through estimates or some language like that that's right yeah chasing clients yeah chase yeah yeah chasing chasing clients shit like that chasing leads and so Instead of find out where your hardscape business is leaking profit, because they didn't wake up in the middle of the night going, man, I'm leaking profit.
They're like, I'm working too hard doing everything. I'm tired. Here's how to gain back at minimum 20 hours a week in your seven -figure hardscaping business just by applying these three things.
I think something that works good on mine, it's a call out and it lets them fill in the blanks and you'll pull up mine anyway. But it's why in your case, Andrew, why your million dollar hardscaping company still runs like your first hundred thousand dollar a year and the XXX blueprint that solves it. Yeah.
Because then they fill in all the blanks because that's how they feel. And then they then whatever the thing is. This is, it also qualifies because if you don't have a $50 ,000 guy, oh, I have to be a million dollar hardscape to join.
The other thing too, is I've taken a lot of companies up over the million dollar mark too. So it's like, whether or not it's why you're a million dollar hardscape company or you're six or seven figure company. Yeah, whatever.
The, as a general rule, you will. . So it's, if I talk here, I'm going to attract here.
If I talked here, I'm going to attract here. So just, I would talk to the higher end of your avatar in whatever that means for you. And cause there are people think about this.
Hey, do you, do you make 10, 10 K a month and you want to get to 50 K a month or some bullshit people who make. who made one 10k month ever in their life identify as i make 10k okay people who make 5k a month and who are close in their stupid mind to 10k a month will identify as 10k okay if i want to attract actual people who make 10k a month i gotta speak to at least 25 just as an fyi Okay.
What else are you guys seeing on this page minus the copy? Background is not like, it's too much. It needs to be more darker.
Okay. That was my first focus. I'm glad there was a person.
First, I thought it was a guy doing push -ups. Like when I saw that dude after I looked. That was me at a man bun.
Something for me is my eye went to the header banner, which should... I don't know if it looks better on mobile, but 30, 20 % of that page is the name of the company. Yeah.
Which to me is the least important thing. To a business owner, it's important, but to the client, they don't really care about who you are until they want the thing. Yeah.
I could be wrong. Like the first thing that my eye is drawn to is Ultimate Landscape Academy. That's fine, except you market to hardscaping companies.
It's kind of like all bourbon is whiskey, but not all whiskey is bourbon. Well, just something, food for thought. But I would put like the actual logo of the thing to be like small.
For successful hardscape business owners. Okay, fine. call out part needs the whole thing needs to be easier to read you cannot read leaking profit today yeah okay that is impossible to read and it's the wrong pain point so double duty there i also when i look at the book your free profit audit the question doesn't stand out to me very quickly where i click to begin that like selecting the options there it looks a little bit difficult to me like the box is barely checked i would like it to be a bit more obvious that okay i checked this box with before the question just looks hard to answer sure also did they wake up in the middle of the night in a cold sweat saying man if only i had a free profit audit no so good all of this is going to be obvious facepalm stuff all of this just makes you is going to make all of us feel dumb so just just how this goes So it's like you just want to do your best to be like, man, yes, I do want that.
That's why on that stupid, simple template that I walked through a little bit ago, it was like, do you want big goal without obstacle? Book my I want big goal call. To do that, you click the button that says, yes, I want big goal.
Yeah, I call the make more money profit audit. The goal is to make more money, but it's not being utilized. Yeah, but also if the main pain point is like, they're like, is the time busy thing.
You lead with the thing that's most on their mind right now. And then as the sub benefit, then you add in. And when you do that, you're able to do this, which will allow you to make more money, just like Joe here.
Because a lot of them, if they had more time, they're like, I know what I would do, even though they're wrong. They probably think they know what to do if they had more time, but they can't get to it. Now, they don't know what to do if they had more time either.
But that's not the purpose of that. We're not there yet. I'm not going to shit on their universe with that one yet, because that's not what's on their mind right now.
So I mark it and I bait them with the pain point that's on their mind right now. okay and then i sub switch that to what is the secondary and they already know when they solve that they'll make more money because they think they know what to do right right now if i lead with make more money they'll be like i know how to do that i don't have a make more money problem i have a time problem yeah i just don't have any more time in my day yeah meeting with so we got to market market first to that that's the tip of the spear okay At least this would be my best hypothesis of what I would test next.
It still might be shitty, but I would be like, I'd feel more confident in that. And there's, to be clear, that's the super direct way, which I think is most appropriate for everyone here to get decent at before you start nuancing it. Like when I lead with like how I got profit in time period without calls on my propaganda machine page, that's not leading with, hey, do you hate doing sales calls?
I could. I tested a very direct type of thing, but it's like with my audience and my market, if I lead with that very direct pain, they're like, yeah, obviously I hate that. Like you don't need to put it in the headline.
So it depends. So you start with the very basics and then you can nuance it until it hits the way they need it to hit. Because there's tons of different ways of writing headlines and sub headlines, whatever.
But I would start with the basics and I would make this to where it fit the format of the Michael page that I showed you, the Josephine page that I showed you. How to free up 15, whatever is a believable amount. If you said how to free up 80 hours a week, people would be like, bullshit.
How to free up an hour a week would be like, this isn't worth it. So somewhere in there, even a range is a good starting. place and even if i pull up my that's really do you couple it like they want to book bigger jobs it's like how to book bigger jobs and free up your time or no one one one this this this converted quite well i just couldn't get the aov up enough to liquidate more than a percent but i'm leading with for elite online coaches and agencies who feel stuck despite buying tons of programs that already you know this 30 minute mindset shift 30 minutes time bound quick could unlock 30 to 50 percent more growth right just by answering nine simple questions that opens the loop what are the questions 30 to 50 percent more growth the range though I'm giving a range.
So 50 to 100K a month in profit. This could free up. And I'm using could versus will because my audience is skeptical.
And if I say it'll do something, they'll be like, no, it won't. But if I say it could do something, they're like, maybe it could, right? Whereas you could say this proven blueprint, this time freedom, the hardscape or time freedom blueprint.
formula system is a three question system proven to free up minimum of 15 hours per week or 15 to 30 plus hours per week just by answering three simple questions i'm not saying use that i'm saying that's the concept okay i like that mine are skeptic from shit online it's like most now have they tried other time freedom protocol what's the old way that they're using to free up time right now or do they not have one they don't have great so they've never tried anything so there's no old way new way here it's just old way how you're running your business run around do this run around do that new way focus on this do that and then this happens that's all So you're introducing basically the new way.
Okay. Here's how you would do it then since they don't even have an old system that they're trying. It's like the, the idea is the brand new way to run a hardscape company in 2026.
Discover how hardscaping business owners are only working five hours a week, making this profit and spending time with their family. here's the blueprint. So you're introducing it as a, it's a, you're selling it as a new opportunity, by the way, if you can get away with it and find a way to make, you got to make your shit sound like a new opportunity.
Like the AI agent model is a new opportunity. you're creating basically a blue ocean opportunity within whatever ocean that you're selling. So like my AI agent model is a new opportunity in the most saturated thing in the world in the online coaching space, right?
I have to make it sound like a brand new opportunity. When I do this opportunity, my whole dream happens. So the seven -figure mind method, this 30 -minute mindset shift.
it's a new opportunity i'm this is a new opportunity this this yeah this is something i've never tried before right in in the so everything has to be a new opportunity and it's like fuck i see this could work because i've never tried it and it's brand new you could go like the modern hardscaper how to how to build a lean profitable hardscaping business in 2026 more profit less time autonomy automation systems like it's a new opportunity for these people because they're not like they haven't bought fuck loads of solutions they're not like i've tried the rpm method i've tried the this time method i've tried time blocking i've tried scheduling i've tried so if they haven't done any of that holy my god like you it is a new opportunity for them i love it yeah that's awesome yeah more time more money more freedom thing i think that's sick yeah great yeah but i would say like here it's the new model the new model the new model fuck this all of you guys could use the new model the new system the new way to do like all you got to do new free install in in year
date right so install this new model right or transition to the new model yeah there's definitely the like and you might be using ai already to help you with this thing it's like that's the dinosaur version but then your identities is the modern hardscaper versus makes up some shitty name for have them identify as fuck i'm an opposite of modern would be ancient you know maybe yeah something that they would identify caveman you know something like that like no old ways like there's the you know old school new school yeah probably that's the terminology yeah yeah and then it's like when you install this system or you have this thing then you become a modern hardscaper and it's like fuck i want to become a modern hardscaper And the only way to do that is to have the modern hardscaping system.
And the only place to get the modern hardscaping system is right here. And yes, I want to, I want, I want to become a modern hardscaper. I want to, I want to free up my time.
I want to get with the times I want to upgrade. I want a new way to run my business. Any, any of those.
Okay. And then you're, you're, yeah, you could just, ai generate your imagery it's like i i want an image that basically like you would take that concept go to chat gpt and be like i don't know what this is gonna do right now but we're gonna give it a whirl okay generate me an image that perfectly visually represents the following concept it should be photorealistic and look like it was an actual photo and it should be a hardscaping company ceo who is very successful has freedom to spend time with his family has leverage and systems and makes at least a couple million dollars a year and my thought is somewhere in the background it needs to be obvious that it's hardscaping meaning landscaping and patios and walkways and stonework and it has to be very blatantly obvious with the photo that it is hardscaping they should look like modern hardscaping high leverage efficient freedom time and then the actual ceo should be basically rich successful and look like he has a fuckload of time and all of that needs to be captured in one single photo that if a busy
hardscaper who has no time looked at it within one and a half seconds he would be able to be like fuck my business needs to look like that at least my narrative gives you the concept of what i'm trying to i don't know what this is about to be um so you guys get like i want that And then I probably would just put it in some sort of a format, like the Michael one that I mocked up or whatever.
I just want them to look at it and be like, I don't know what this is, but that looks legit. And I certainly don't have it. The other alternative.
So it depends on the market. Like some people respond, there are more like pleasure motivated. Some people are pain or goal motivated.
Some people are like, all right. Hard gape.
So all of what I would might add to this is I need some overlay looking like he's using modern technology, kind of like he's somehow connected to each one of his workers and they have systems running in the background. So I'm thinking like modern tech software overlay that makes this look like this whole thing is happening autonomously.
and give the indication that a system a machine is running this and and the humans are basically just cogs in the machine so i like the overall concept of this we just need to add it to where when you look at it it looks technologically advanced It's going to make a machine with human cogs. I don't know.
I'm thinking just very thin minimalist lines of his laptop connecting to the people's phones or in like digital James Bond looking overlays of docs and SOPs. Just go steal shit that works. And also you steal stuff from other industries as well.
I'm going to take my AI, find AI systems company, something like that. that visually represents those systems well and take that and slam it together with hardscaping and see what that kind of baby that makes that's close yeah i would get rid of that whole right side maybe not like yeah it's pretty cool so that's the how this now starts to visually i can't quite but if it said in heart in big words hardscape the modern hardscaping model right And then this thing under it, it obviously then shows what it is, right?
So that's, so now give me an image that visually represents the exact antithesis to this entire concept in a way that induces and reminds the person how much pain they're in because they're not with the times and it's old and archaic and shitty and not modern. If you add it into that prompt that it's the exact same image, but everything shifted, you could do a split before after visual representation.
Can we get a dictionary on the, what was it, the fifth word you added in there? What's that?
The opposite.
Yeah. If you guys, just for John as well, if you guys ever do this type of thing, use Higgs field and you can run batches of 8 to 16 at a time. So that it just iterates and you start choosing.
Yeah, I'm just, yeah, cool. But so you guys understand the concept that we're going for here. We're just creating the slightly caricaturized obvious version of what the point B is.
And then the slightly caricaturized exaggerated version of what point A is. Because most people at point A in pain. especially the more sophisticated market you sell to, the less likely they are to want to admit that they have a pain.
So like most of you guys are like, yeah, we're doing pretty well. Not much. Yeah.
So you, yeah. Outdated, overwhelmed, underpaid, stuck. Yeah, that's right.
Piles of paper. And I would rename the truck like old... Gapescape?
Yeah. Shitscape? Yeah, yeah, yeah.
Yeah.
Shitscapers. World's okayest boss. Yeah.
Yeah, so you could have some fun with this. But I'm just trying to make... This would be a decent...
It's not obvious that it's hardscaping, but I would have the crews shut up. in the background and the homeowner going like, and then just anything you can do to visually show. And this isn't hard.
You just look at what happens when it's fucked, what happens when it's good. And then you're putting the image at the top of when you come to that page, just showing everything good. And then as you scroll down, I would use one of these from, if I'm you, I'm showing more like this.
Yeah. Because I want people coming in anyways using Victor and doing... Yeah, so it's like stop running your hardscaping business like it's 1968.
Right? Install the modern hardscaping model that's allowing hardscapers all over the world to work five hours a week instead of 80. Do this instead of that, this instead of that, and this instead of that.
And the best thing is it only takes this long to implement. Just do this thing to find out how it works. Does this, and I like this whole direction, but this feels like a complete shift of everything that's there.
You're going to go to my website and it's not going to be the modern hard steeper. You've got to think about your position. This is, we're positioning you.
That's what I'm saying. You know what I mean? So it's less about, this is everything is a.
Once you're very clear on, this is all the master avatar doc does. Once we know what we're selling, you know what you're selling. You've sold it.
Now we're positioning you so it sells itself and preframes everybody who comes through. Yeah, you're right. Once, and I would do some tests with this with your existing clients.
It's like, I'm thinking of this positioning for these reasons.
would modern hardscaper if you saw this would you be like fuck yeah dude because this is what we do and roger how many how many ideas have i run by you lots there's there's a there's a short list of people that i'm like hey man put yourself at my like how does this hit you what are you saying doesn't mean i immediately go with what they what Roderick says or whoever the fuck I send it to.
But if I have an idea like that, I'll mock something up on a Google doc and I'll be like, how does this hit you? And a guy like Roderick will give me feedback and tell me this or what he thinks and give me an idea or two. When I did my offer doc for the most recent offer doc, I had, I sent it to you.
I sent it to Marco who gave me those little red boxes about the pain point at the beginning of each little section of the offer doc that we went through yesterday. Marco was like, that was his idea. And I'm like, genius.
You're right. That needs to be there. What we do is this.
Just a little blurb before each section. Genius. Great.
Who else? There was maybe half a dozen of our members that I sent the new offer doc to. that i knew would give me some decent unbiased feedback on it and so i did that and then i was like okay i edited it is this better is this what you're thinking yeah that's fucking sick all right cool so i'll do that with clients for sure i think that yeah that makes sense because i've got a few right now and the best ones including the one that i already made my avatar from is the one who's using victor the most yeah created the most freedom And so once you have that main core concept, right?
And you don't, to be clear, you don't have to use this. If I used that, y 'all, it has not historically gone. It hasn't been bad.
It just hasn't hit hard. My market's a little different, but at least you're seeing the concept here. So just because you might not, you might not use this, but you might, I don't know, but that's what I'm trying to.
I'm trying to just visually illustrate show don't tell. This would be a great ad. And pain -based ads tend to do pretty well with most markets.
Mine don't. Mine is if I just show the result and I say without sales team, you're immediately hating your sales team.
Versus like I've run bunches of ads saying, do you hate your sales team? And they don't do as well as I did this with no sales team.
So that's why you got to test, but at least you're now testing around your main core concepts. And you're just like, I know they suck. This is point A for you, your guy.
This is point B for your guy. So they click the ad and they see the paint and they come and they land on a page that shows this? Yep.
That's okay. You'll just know, are they more towards motivated or away motivated? Usually richer people are more towards.
Do you hate paying in taxes versus here's how my clients pay only net 0 % tax? Yeah. Don't you hate paying taxes?
Like speaks to just the wrong people. Yeah. Actually, yes, people hate paying taxes, but that's not the language that makes them go.
Tax planning in the state, if you look at any of the, I'll just say super high net worth type insurance companies and trust companies, they're never like, hey, are you worried about your family not being able to survive financially without you? Nobody, they're not using pain -based messaging. They're like, protect your family's legacy.
It reminds you that your legacy, family's legacy is not currently protected. They're not saying, is your family's legacy not currently protected with a picture of a guy in a suit going?
Some kindergarten shit. So it depends on who you're talking to, but either way, at least having this for yourselves will help you conceptually have something to, okay, this, not that, this, not that, this, not that, this, not that. shit on this emphasize that shit on this emphasize that it'll help you know what you do and remind yourself of what you do so even if it's just a simple thought exercise it's like now can you create both of those images both the ideal scene of the successful guy and the painful scene of the unsuccessful archaic hardscaping company guy and put them in the simplest clearest obvious cartoon simple graphic that graphically still communicates the exact same thing but with less complexity so that a three -year -old could fully understand it and then you just do this and just see you'll get ideas and be like oh I'll take this from that.
I'll use this guy here. I'll do that. See how that hits.
Anyway, so we'll see what that comes back with. Then we'll look at a couple others. Also, I looked at the modern hard steepers.
There's no modern hard steeper coach. Yeah.
You could go modern. You could also go maybe modern is okay, but what are other synonyms or ways of saying modern? It's like the hardscaping of the future.
Hardscaping of the next generation of hardscaping. Those who are using the old way are getting left behind.
Not in his case, but with saying the easy way. be a replacement for a newer model or is it too blind easy doesn't really hit with most markets that you actually want as clients simple sure but like easy kind of attracts shitty people that don't want to do anything that are looking for the easy way i don't use the word easy anywhere first of all none of this is easy so if i set the expectation of easy you're expecting it to be easy and it's not and i'm not going to try to act like it is it'd be like a simple way a similar way yeah next generation if you want the new generation everybody's still stuck the old school old generation yeah for example melissa's dad is a is a super successful general contractor but he's still he's the guy on the right here minus the stressful part but his his whole office has stacks of papers the old calculator that he still had from 1970 he has a flip phone okay so i was what would your dad identify would you say he's an old school guy yeah yeah old school
like old school new school maybe it's as simple as that you might hate it i do hate it but if it communicates i don't want the new school way i'm too old school and i know we gotta upgrade we gotta upgrade our shit her dad's in a position where he's basically retired and doesn't give a fuck about upgrading anything but if your guys do i'm i'm stuck in old school i need to be new school but i don't if that's what they would think then that's what i would say i Yeah, I don't even think it's, I think they don't want to end up in old school because they see the old school guys.
They're in the spot where they haven't really fallen into it, but they've got this big smash of what they do and they don't know what it is. So it's like, you don't want to be old school, but you don't know how to do the new thing. Yeah.
And for example, if I showed, let's say Melissa's dad, because I'm putting him in that bucket here, let's assume he wanted, he's like, I know I got to upgrade my stuff. if i put a tech graphic like that he might be like i'm not tech savvy we can't do it therefore this is not for me it's too advanced i'm out yeah so it's like that could be a thing so you might go too modern too advanced that in a way to people will disqualify themselves because it seems like like they're like i'm not techie yeah right so those are the things to test and like you that's why you got to know your market like you've said a couple times how old are you 54.
So you're on the higher end of that spectrum. And I'm just saying that to illustrate the fact that like you've said a few times, like I'm not as techie as, and you've said the word techie, I think. No, I'm British.
Okay. Yeah. Maybe it's not you and maybe I'm.
Yeah. overgeneralizing here but like there's certain language that certain age groups and ability levels use and people immediately disqualify themselves from i'm like they're like oh i can't do that when the reality is and you you even said something about previously i wouldn't have done this but it was a quick google search and i figured out how to do the thing yesterday right and so he would be one in that bucket where it's like he he disqualified himself from an activity that was literally a 15 second google search away and it wasn't that big of a deal but it felt intimidating because it felt advanced and he had already said basically i'm not at the level to be able to apply that the truth is he is but the visual representation of it seems advanced it's like i'm not there i just need the simple next version and so maybe that becomes it's like the simple the next evolution of hard evolution is a good, is a good word too.
I definitely know in my space, I attract a higher level client because of my age though. Yeah, for sure. Yeah.
The gray helps for sure. Yeah. Thicker profiles, more established.
Yeah. Yeah. All right.
Let's look at, let's look at a couple more. Can I ask a question about Andrew's page before you leave? Yeah.
Tell me if this is getting to read. I'm just curious. If you, on his form, he's got the first question, what is your primary service?
We've got the two questions. And on the second one, which is obviously the one he doesn't want, he's putting brackets. If you selected this, the call isn't for you.
And I'm just checking because it's relevant for me at the moment. It's like, do we put that in the option we've done one to pick? Or is there any reason to or not to do that?
As long as you have content, the whole reason is so you only are firing pixel. conversions for qualified people. If you leave the page here or you get rerouted as a disqualified person, I don't, it doesn't really matter.
It accomplishes the same goal. I guess what I'm saying is it's okay to tell them ahead of time, like I just done this is kind of, this is an answer that you could pick, but if you pick it, it's the wrong one. Yeah.
Yeah. Yeah. We always had the thing on our booking thing for, cause we did some direct booking link ship from email and stuff.
And it was like, select which one applies to you. It's like if they select zero to 10 K or whatever it is, do not select, do not continue with booking, but it's there to deter them. Cause at least on Calendly, we couldn't contingently.
tell them get rid of them so we had to tell them to not book but if you if it doesn't matter whether they book or not or opt in or not because your technical your your technical system gets rid of them anyway then i wouldn't waste words on a page with it personally less words the less words the better so it doesn't it doesn't matter too much you could correct thank you yeah It's a good question.
Let's look at, cause Roderick won it.
Roddy Rod.
Is this new? Have I, I haven't seen this. Have I?
All right. For custom home builders with teams of three to 10. why your multi -million dollar home visit and this headline has done well for you in the past right so this is a proven cool all right and then book your 20 -minute call with Roderick I would say yes I want I want the 20 million dollar blueprint and you're driving first of all how are the economics on this good and it's converting and this is what you're currently this this page has done about a million and a half yeah so the biggest thing here forget any commentary i have if it works what i say delete it forget it forever okay so the the the actual result is senior to anything yeah anything always okay we can only again the reason that we're covering these things is so that we can give ourselves the highest probability bets of something working but that doesn't mean it's gonna okay i'll just take the graphics thing you were talking about earlier And just run it as a split test for two weeks.
The first easiest thing that I would split test for you is removing all of this shit down here. All of it. They'll see that on...
What's that? Yeah, I don't care. Because again, what I would do is, first of all, the more information that you provide anyone at any given step, the more opportunities you give them to object to some part of it.
So it better be good and it better be perfect because they could unnecessarily disqualify themselves or get confused. If you give them more stuff, there's more opportunities for them to get confused and object and disagree. But if I only give you one thing, then there's only one thing that could either confuse you or you could disagree with.
And if you agree with that one thing and it's not confusing.
We're good.
So where does, let's see, where does this go? Okay, book your 20. First of all, I would just embed this under the video.
I wouldn't make it a pop -up. It's unnecessary friction. The same, you saw my layout with Josephine's little stupid Google Doc mock -up.
If I was going to split test something, I'd get rid of all of the shit. underneath the video and I would get rid of this. If the scrolling bullshit is, it's fine.
But I would literally just embed the calendar. I would make it not the Navy blood, just make it white, really simple. And underneath the calendar, I would put testimonials, even if it's just three, I don't even care if they're videos.
I don't care if you, for your market, you probably just type. And I think you probably have some on here.
Okay. Yeah.
So I would make these a lot easier to read and consume at a glance. And it's so if you, if the promise is teams of three to 10 go from basically a million to 20 is kind of the promise. It's like, all I want is people going.
Roderick helped me go from a million to 20 with this system, work with Roderick. Roderick also helped me go from 1 million to 20 with this system, work with Roderick. I want three to six of those.
I personally like to have the, if they click on it, they can watch the video. Most won't because again, if they watch the thing. And that thing isn't very meticulously edited to only speak to only that person and remove anything else.
Let's just say you had a testimonial that was like, I'll make something up. I went from never having a business at all. And Roderick helped me go to 20 million.
People will be like, wait, is this for newbies? Or existing? I'm confused.
I'm out. So I want them all to be very. well edited together but the thing i'm doing is i'm having the thumbnail they're all going to look the same easy on the eye like my my vsl landing page with just the thing they want my business used to run like my first million dollar year now it runs like a leveraged whatever the fuck they would say right now it runs like a real $20 million thing or whatever they would say.
So any combination, like I have, I had a team of 10 and we were doing 3 million. Now I have a team of three and we're doing 10 million.
Thanks to Roderick. Right. And just a real duh.
Yeah. Choose your top perfect ones only. Fuck everything else.
Because I want to open the loop. This video you have is obviously proven to convert. So that's great.
They may or may not watch it. I want them to take the action of booking a call on this page. On the next page, I can unload a bunch of shit for them to consume.
Because the only next barrier is to get on a call with you. And now that, between book and show, that's a whole different psychology.
This one, I'm just trying to get them to take the action. And so that's awesome. So that's fine.
Yeah. Yep. Yeah.
Yeah. So if I was going to split test something, I would just, I would eliminate that gold bar at the bottom. Nobody woke up in the middle of the night going, Oh my God, I got to book a 20 minute call.
What's the, what's the big main pain point that in your client's words that would Keep them up in the middle of the night.
What would they say in their words? Great. Sick of everything running through you?
And so the opposite of that would, everything runs through me. All I want is, opposite would be in their words, what? People who are accountable.
Okay, great. So I want a team that works or a team that whatever their words would. Yeah, I want my business.
I want my, I want a business that runs without me. So book your whatever word would be that they would be like, yeah, I want that. It'd be like book your custom home building automation call.
Automation insinuates running without you. Book your custom home building, book your leverage call, book your team scaling call, your team, whatever. I wouldn't put a button because I'm embedding the calendar link right there.
But included in that calendar link is this 20 -minute builder's blueprint call. Nobody woke up in the middle of the night going, man, I've only had a builder's blueprint.
Correct, but. all of the other support all of the others yeah but they woke up going i hate my sales team yeah but at some point it has something proprietary with the name yeah i'm just saying the builders i'm trying to if i'm again we're starting from the bare bones basics before we iterate i'm just like when i scaled my when i built my agency it was get more leads guaranteed now There's lots of things that were wrong about what we did.
What was right about what we did was we were very clear with our promise and everything was, it was very obvious. We had a lead gen agency. If you needed, do you need more leads?
Get more leads, guaranteed. Book my, I want more leads call so you can get more leads. Sick of not any leads?
Get more leads. It's pretty clear. Right?
You can't fuck that up. Not book my marketing discovery call. Like, oh, that's confusing.
I just want more leads. Cool. Book your, I want more leads.
If you want more leads, what type of call would you book? The more leads call. Again, less friction to even have to think.
I'm getting a blueprint. All I want is a team that works. Right?
I'm not saying that's the killer. I'm just saying, I'm just trying to set ourselves up for highest probability of congruence. Should run and grow without you.
Putting out fires, managing things, wondering is this as good as it gets? Why you're still in the weeds? Book my get out of the weeds call.
Yes, I want to get out of the weeds. Right? Or whatever the main thing is, right?
And I would just embed this and I would turn it to white to match the page really in a black embedded calendar on a white page just is not, I don't know, from a UX experience, it's not great. And then I would, this is the main headline for this title of the call. Yes, it's the title of the call in Calendly or whatever, but that's where high level or whatever it is, but that's real estate to use it to your advantage.
Strip everything else out. Headline, video, calendar. That's it.
Headline, video, calendar, testimonials under calendar. These people started by booking their get out of the weeds call. And not only did we get them out of the weeds, they scaled from one to 20 million.
It's the same we're talking about with Andrew. It's like, and as a result, benefit happened. We got them out of the weeds, solved the pain, and then this magic happened.
And I would strip everything else. And that's what I would split test. Here's a more of a technical question somebody might have to answer too.
When you're split testing between the two, like you trimmed everything now where it's just going to the one page now. Yeah. But there's only one call confirmed page.
I'm not getting the data for call confirmed between the two. So I can see views to the two, but I can't see books to the two. Unless I build it as two separate funnels again.
So hang on, you're running, you're running, you're saying in a, in a new split test or where you have a current. So when you're in the funnel and go high level, you break off the split test, but there's one called confirm page. That's the redirect after they book.
That's probably a stupid answer. No, you're saying from just a conversion event back to meta standpoint. working because i don't i can't actually see them because they all follow the one calendar yeah you can you can see in in ghl like which that is account this is a ghl page with a ghl calendar you have a conversion rate a b split test it'll tell you how many conversions and the percentage of each one when you guys are split testing what you're on clickfunnels are you on clickfunnels Is it much easier to iterate?
I know quick funnels has the same functionality. Yeah. What you could do is clone the calendar event and have, you can still have the redirect be the same page, right?
Like I, you could, or you could just use UTM codes, but honestly, like if you in GHL, you have the AB split test thing side by side. How many people viewed the page? How many people took the action?
Does it show, I don't use high level, but does it show the booked calls conversion rate? Yeah, perfect. So there you go.
It looks, it looks something like, like there's variation one, variation two, right? And then there's the one confirmation page and then it'll like. they both go to this same confirmation page but you'll be able to see landing page views percentage bookings lane page views percentage bookings and stats for each of these pages but both of them can still go to the same confirmation page go high level literally duplicates it the whole thing yeah so somebody's showing that I don't know.
I don't care about rate. I care more about cost.
He currently has one that this works. That's my baseline. I'm just trying to beat it.
If it beats it, it's my new winner. I'm going to try to beat that.
I'm doing a split test within GHL to start. for something like this yeah there's no reason to like for example i did a split test of my slo with a totally different angle the propaganda machine like the whole angle was 2x your row ass in under two hours with just install this system I did that because I had an outlier ad that was, it was actually Jason Belisha, the onscreen authority guy testimonial of how he 20 X his row ass with the propaganda machine.
And that was like crushing on like the previous positioning that I just showed you. And I'm like, fuck, like if it's doing that, it was such an outlier in terms of performance during that window of time that I'm like, what if because as a general rule like the more your landing page matches the ad the higher the conversion will be because it's consistent congruent and it's like so i'm like let's create let's test like that is it was worth testing that as a whole angle which means i had to rewrite the page copy and make everything like it was i went instead of brute force selling it was speaking to people already running ads right and so it was pay and pray selling Okay.
And it was different red steps. Right. So I redid everything.
Okay. And that is why I launched at an entirely separate campaign with entirely separate ad angles. And the whole thing was entirely separate and I couldn't get it to outperform the control.
So I killed the whole thing, but that was probably a couple of days re like it was worth the work from what I thought to do that, but it didn't play out and I killed it. But yeah, I had a whole pay and pray selling and it was a whole thing that was turned it into a, are you already running ads? This cranks your row ass angle, but I, it, it didn't, it performed about the same.
So therefore it wasn't worth beating the control that already had however much results under its belt. But that one, I did an entirely separate environment because that would have been way muddied because they're two entirely separate angles. This is not entirely separate angle.
We're split testing page elements. Did you just do more ads like that? I did.
They were just very relatively short lived and they were kind of like, they also, seemed to start to attract the easy crowd the quick and easy it's like 2x your os in under two hours that would be a very aggressive power offer it's just like for people that are like people i would want to buy and be clients you're not buying that bullshit yes so it's like I thought maybe, oh, broader, anyone who runs ads, theoretically, maybe it's worth it.
That's why I tested it, but it attracted, it's less, it's just gimmicky sounding. In hindsight, looking back, I'm like, yeah. You think, because Jason has a unique look, do you think part of it?
Yeah, and people see his ads, and I'm banking on that as part of it, but it's an unrealistic sounding promise to people who are actually, I would want in this room. And it didn't. Now, had it had a massively outlier performance and like fully self, I'd probably be pumping it because of the economics of it.
I'm still going to attract enough of the right people that it's fine, but it didn't even meaningfully liquidate more. So I was like. Yeah, because his results could also be a symptom of his starting point too, right?
Yeah. And they could look at that and be like, well, of course that guy. So who's your avatar?
Who's your avatar? pain point affluence level big desire yeah web agencies that are making 5 to 20k a month who are selling websites instead of selling the strategy behind it okay big desire the big desire is they want to be able to work less charge more for their work that's a sub desire why do they want to do that so they can reach at least six figures in their business and they can see something out of it okay why do they want to do that because they keep working and every time they're just doing things but they're not they don't have nothing to show so it's like they have these businesses it's like they have their own glorified job not an actual business why do they want an actual business so they can be happy and fulfilled and have joy Cool.
You highlighted it here. What they really want is freedom. Yeah, yeah.
The thing would be like web agency freedom formula. Web agency freedom formula. The new way to make X dollars in income while being autonomous and only X number of days per week or whatever.
in the age of AI or in 2026. It's like the new way to do this in 2026. There's, is it James Kemp that's the modern freedom thing?
Or is that a Dan Bolton or a, who says modern freedom? I mean, that's Lewis Mocker. Okay.
My, my, one of my mentors and good friend, Lewis Mocker. Anybody know who Lewis Mocker is?
This guy. So I got to give Lewis some fucking props. I have, I think it's tough to say, but I can argue that Lewis has, he's in the top three of my mentors.
I've known Lewis for almost a decade. He's in Australia. He's like the Australian me.
It's like my Australian doppelganger to a large degree. We've developed a cool relationship. He's one of the few people, as you go and know.
research the motherfucker he has a low ticket membership only okay he is i would consider a outlier and a unicorn in terms of like he's a fucking genius he's one of those that i hold in that in that arena. He's a person that I modeled in lots of areas outside of the fucking business model.
But there's lots to be learned and great, great, really, really awesome dude. Can't say enough things. I can say I would not be where I am today without Lewis, for sure.
There's a handful of people I could say that about. He's one of them. Why are we here?
The reason that we're here is because he's the modern freedom guy. Okay, now he's super broad, mass market, started an online business, get to 10K a month, here's the tools and a low -ticket membership to do it, risk -free to start, yada, yada, yada. But anyway, the point is, from a positioning standpoint, modern freedom is this concept that he's basically achieved modern freedom.
And so he wears, okay, what is modern freedom? So he's defined the thing. whole life approach to success, da, da, da, da, da.
But he's created this diagram that shows work freedom, financial freedom, time freedom, mental freedom, cool. He's defined the overlaps at each level. And at the beginning, at the middle is modern freedom.
Very smart. Okay. I say that, first of all, this guy's great at landing pages as well.
And lots to glean from this. We copy each other now. It's funny.
because I copy his shit, and it's obvious based on some stuff that he completely rips it from me. I rip something else back from him. It's cool.
We chat and share what we're doing that's working, and we have that kind of a relationship. But, yeah, we copy each other. Anyway, there's Lewis.
Great guy. Great guy. Worth the follow.
You're welcome, Lewis. Appreciate you, bro. Anyway, so he's got this big old course library of stuff.
But if you just look at his landing pages are super clean as well, as you can tell. But he's got all the social proof of the things and the stuff as well. I think he's only done three in -person things ever, mainly just to get these photos.
And then he's a fucking I'm done. Anyway, I just say that dude to study, but also from a where's our going back to stay on task, stay on task. Modern freedom for web agencies or web agency freedom or web something of that nature.
They're after freedom. It's like the new way to get freedom with your website design skill set. Even in the age of AI.
And never be replaced by AI ever type of a thing. Because that's the real thing. That's what their objection would be.
If they have the skill set already. They're just like, I'm afraid of being replaced by AI. I have no other skill sets.
I want to monetize this skill set, and I'm afraid to lose it. And it becomes basically like even in the age of AI and make AI irrelevant type of a thing. Now, what that looks like for web agency owners watching AI eat the doing side of their business, that is a terrible sentence fragment.
for web agency owners who want a sustainable way to achieve freedom or something, right? And never worry about AI ever again, right? So it's like the new model, right?
You could easily do the new model or the bulletproof model. Like, bulletproof is like, you can't touch me forever, bitch, right? And that's part of my positioning as well.
It's an insurance policy. It's like, you're bulletproof for the future if you know how to think about this shit. Right?
Because if you know how to think about it, you can pull it apart, put it back together, know why it works, know why it broke, fix it, and you can't be fucked with. I know how to pivot. I'm fluid.
You can't touch me. Because if you block me one way, I will beat you another.
That's the vibe that I'm going for if I'm you and what I'm doing is having instead of a I don't mind of the gif Looping I don't even mind the lighting what I want to see on your gif looping is you with a half drawn And you're doing this but I can't tell that it's an actual model But I want to see a model of some kind, a thing that looks like a blueprint that you're in the middle of drawing that opens the loop of, I want to see what the rest of this model looks like that makes me bulletproof.
So that's when they watch the training. And instead of watch the training, it's like, yes, I want to become bulletproof. Yes, I want lasting freedom or something like that.
Does that make sense? 100%. Yeah.
Your design of the page, I think, is fine. I don't know about the circle, square, and the triangle. That's irrelevant.
Doesn't make any fucking sense. I need something that shows me the visual representation of freedom. And then you, as the guru, you need to then visually display, as I do, to the best of flex what you got, that you've achieved freedom as well.
And then... show you how your clients have achieved freedom right it's all the same thing they're after freedom so i showed you lewis's stuff modern freedom the next evolution of freedom it's like the new way to achieve freedom the new model of freedom for you if you're this make sense you guys track with my logic there yeah josh For somebody like my circumstance where I have not been my ideal avatar before, I'm not a doctor.
That's fine. You showcase your clients and you can still show your personality and your stuff and what you do in life because people will vibe with that too. And then you just, in any of like a VSL, you just lean in heavy to, or not necessarily heavy, but you don't dodge it.
Just be like. What's weird is I accidentally helped so -and -so, and then other people like so -and -so started asking me, and here we are. What's wild is I've never done this before, what you're trying to do.
Yeah, yeah. Boom. And so then they can't be like, but you've never done it.
It's like, I told you that. Yeah. What else you got?
All right. Let's see here. Hey, look at that.
There's a new way. Whoa. Who would have thought?
No way. Bryce listens. I like it.
Cool.
Oh, my God. I could kiss you. That is very good looking.
Yep. Notice. Oh, my God.
Did you edit this today? No. That was already there.
This is what I'm talking about. Everybody, round of applause for Bryce because he actually followed the fucking instructions. His video is really good, too.
Yeah.
So, you see? You win. Run ads.
Book calls. Let's just look at it, though. I am going to zoom in just for the sake of ease to see and read.
But I think this is beautiful. Notice the font. Easy to read.
Where is your eye drawn? Let's say you open it at this size. Where is your eye drawn first?
Not you, but anyone else. Perfect font. Yeah.
Yes! Big desire. Perfect clients on demand.
It's right there. Hits you square in the face. You can't avoid it.
That's well done. Now, granted, he cheated. He's done this for a while.
But still, hey, doesn't matter. Use the advantages. If I was going to modify anything...
The sub headline is long and I get lost. So it either needs to be shortened so I actually read it. Or there needs to be some bolding or underlying or something that draws my eye to something.
And I think what I would do.
Here's what I would do. I would take I would take this sub headline because here let's think about this from it. This is a copywriting and positioning thing.
You're selling basically. get clients to the most saturated get clients thing ever so they've already tried something probably and also who's your icp people that are selling high ticket already are they brand new trying to sell high ticket they're already selling it how much of it have they sold usually they're doing like 15 to 30k a month and they're doing all through organic great so that needs to be here there's none of that anywhere here so for online coaches and consultants for for experienced for elite for established online coaches and consultants sick of relying on organic 30k months or for online coaches and consultants stuck at 30k a month relying only on our organic Or something that automatically...
So for mine is for online coaches who have scaled into chaos. If you're new, you ain't scaled into chaos. You ain't done enough to get it chaotic yet.
This is not for you. So I need something that segments them out. And...
these people have they already have they already tried paid ads at one point it didn't work and they just ran away with their tail between their legs yep cool that language there needs to be somewhere not necessarily that prominently but like a hook that i might test in the vsl is you tried running ads maybe you spent a thousand three thousand ten thousand maybe even a hundred thousand dollars on facebook ads and it you got no return and you decided that at that point ads didn't work for you but you're watching other people works for them and you're afraid to try again the reason is is because you're right what you tried before will never work for you and in fact if you tried 18 different strategies they didn't work for you either and i know that sounds ridiculous But by the end of this video, you're going to be like, oh, shit.
You're finally going to have that, oh, shit, I finally get it moment if you just stick with me. Now, who am I to be saying this? My name is Bryce Gump.
I've spent over this many millions of dollars on fucking Facebook ads. And I've literally been doing this for over a decade for this people, these people, these people, result, result, result, result. And I know that's exactly what you've heard from everyone else who claim the same fucking bullshit.
I don't know what to tell you. Either you shut down this video and just rely on organic for the rest. of your life and you decide to never try again and you know that you're basically deciding you're basically gonna be fucked forever or you keep actually trying to crack the code and you entertain me for a few fucking minutes here those are your only two options give up or just see if this asshole is full of shit or not like you think you hope I'm not I don't know we're gonna find out yeah but now I'm actually talking to my ICP meeting them where they're at not just putting this is clean from a basic offer standpoint now we need to modify it so it actually adapts to the psychology of this person especially since this would be fine if it was 2017 it's not so we just need to speak to that in a more nuanced way okay and so the sub headline should call that out as well, even if you've already or you'll finally have the aha moment or some variation.
I don't know the exact copy, but that's the vibe I'm going for to where they're like, okay, I'll bite. Yeah. And so that's what my propaganda machine copy does.
It makes them go, I thought I'd seen it all. I'll entertain you, big guy. What you got?
Yeah. I figure I'll only get someone to watch any of this page if there's a lot of content on the front end and then they get here. Maybe.
But if you word it well enough, like perfect clients on demand, I'm fine with that. But the word finally needs to be there somewhere because they've been trying for a while. And so it's like they're exhausted.
Somebody who's been trying old method for a while. it's like finally the x you've been looking for type of a thing if they've tried old method for a while whereas you don't have that you could still use finally accomplish the thing but this one very directly speaks to the thing that actually is the last piece of the puzzle for you thing so this is great from a real basic offer positioning standpoint unfortunately it just like There's nothing, like, I call bullshit, and there's nothing here that handles that.
What exactly that copy is, I don't know. But everything else, brilliant. But ready to accelerate my revenue?
Absolutely not. Like, again, great for, like, the basics, okay? Book your call.
It would be book my call, right? But again, like, you 10 out of 10 to the fucking basic, awesome, clean version of this. Now it's like we need...
Am I ready to enjoy your business again? That talks to somebody who already enjoyed their business once. Noobs never enjoyed shit.
Right? You enjoyed your business. Everybody here enjoyed your business.
We were cooking once. And then it stopped. And now it sucks.
And I hate it. And I want to punch everybody in the fucking head. Are you ready to get back to the thing?
Yes, I am. It would be like ready to finally something. I don't know what that something is exactly yet, but that's where I would, because this is not, it's not easy to write Red Ocean copy, but it could be like ready to finally correct the code consistent.
I've corrected the code. Fuck you. That's bad.
Right this time. What's that? Ready to do it right this time.
Yeah, but even then, how do I know this is going to be right? It's like ready to get off the organic, ready to get out of organic prison.
I think I've said for a long time, get off the content hamster wheel, but I feel like that's pretty. That's also now kind of overdone, like organic prison. I don't know.
I don't love it, but it's the best I got so far. You guys see how I'm thinking through this? Yeah.
And then all of these, these brands are scaling by taking control. Like, no. Not by taking, nobody's like, man, if only I could take control of my lead gen.
And nor do these people consider themselves brands.
Right? These coaches are consistently hitting new record months or consistently booking qualified calls. And then your testimonials are like, I had tried everything I thought until I used Bryce's system.
I was skeptical as fuck because we had wasted $56 ,000 on ads. And after spending just $1 ,000 on Bryce's system, we booked 10 qualified calls for one -tenth the price of anything we've ever paid for a call. $48 ,000 on $4 ,000 in ad spend.
There you go. We need the part of that that says, first of all, the way these are written. It's got all the font size differences are tough.
Are these videos or no? No. Okay, so.
On the other page, I have videos, but I took them off, so nothing. Yeah, it's just, I can call bullshit here with no backup. So it's like, I want to emphasize the, I thought it was impossible for me because I'd wasted this.
And I told Bryce that I was going to kill him if it didn't work, and it fucking worked, and I couldn't believe it. So I want to speak to their level of skepticism frequently, because you're marketing to the most skeptical, burned, fucked market there is, and we need to allay their fears here pretty hard.
So the results are great, but everyone else is saying big money results too. So if I say big money results, now I'm just another asshole with fucking dollar figures and Ks.
So how do you differentiate? How do we stand out? Is you don't say the shit that everybody else is saying, at least as prominently.
Those are second. I lead with, sure, do I lead with my goal is to get you to X? Sure, but all my testimonials are not.
from here to here revenue, from here to here revenue, from here to here revenue. That's because that's what everybody else does.
Right? I have some of it in there, but they're like afterthoughts. I can't delete it.
Otherwise, it will be like, what's the result then? But they're definitely 10 % or 20 % of the focus. I'll anchor you at my goal is to get you to.
I've done this. That's the focus. But...
all the testimonials are like people talking about the room and shit like that but clean aesthetically like good job on that i don't know what's up with these borders that are all fucked up with each one of these they're different so that's one thing i would clean up but i would also if you have the video great if not okay but i would say if you do have videos of any of these people say you'll be able to see hear from these people more in depth on the next page or something like that that'll that says don't worry this isn't bullshit i have proof to back this up And I would probably just include that in the more fine print, smaller disclaimer language.
It's like, we don't make any guarantees or whatever. This is just what happens. There's lots of factors we can't control.
But you can hear more about these people's stories on the next page. I go more in depth on how we did it and what they did and yada, yada, yada. Because I need to handle the this is bullshit objection.
Otherwise, cleanest page I've seen so far from an aesthetic standpoint and a basic idea standpoint. Now it's just massaging it to where it actually meets them psychologically where they're at beyond just it looking good. Cool.
Makes sense? You guys see what I'm doing there and why? So fuck around with different variations of that.
I was going to try that because I was really trying to sell them on watching the video here, but I was going to try the one that you gave Josephine. It's more offer focused, more offer outcome focused. That sounds like worth a test.
And then I have to do the super short BSL. That's like the next two is the five minute. You might even play around with, and this is, I would brainstorm back and forth with AI on some of this, but what are they thinking?
They're thinking this is virtually impossible, right? They think it's, if they've... They're on organic.
They're doing fine. They wish like hell they could crack paid ads. They've tried.
They've been burned. They're not going to touch the stove again. And they're afraid.
And they're like, it's fucking impossible. It's hopeless. The headline could be, everybody pay attention to this one, getting perfect clients on demand from paid ads is impossible.
That's what all my clients thought after trying everything under the sun until they used new mechanism name Yeah, it's like don't buy this You got a baby girl super viral and it was like, I'm quitting YouTube. It was like the I'm quitting YouTube for real.
But then this first 10 seconds was like, I'm quitting YouTube for real. That's what one of my clients just told me right before I got to the phone. And then I showed him this system where we are now making him $100 ,000 a month.
Anyway, so getting clients from ads is impossible. That's what all my clients thought until they...
That's good. I would, that's what I would put is out front as the headline. Now, granted, that's one of those where, okay, just get benefit in time period with new mechanism without obstacle is the basic, basic, basic headline formula, but there's hundreds of them.
And so if the basic one is ain't going to cut it. I'm calling in Audible and switching it up. Do I have all of the headline formulas?
No, as a template. I think Victor's actually trained on quite a bit in that library. I just don't have a training on fucking headlines or whatever.
What are your thoughts on the captions? Good, bad? I don't care on the VSL.
Personally, I don't. Preference? It gives them another, it makes it maybe easier to consume.
As long as they're easy to read, I would definitely not do all capitals captions. Sorry. I would make them white.
I would make them a sans serif font, which they are a sans serif font, but I would make them just normal, normal case. They're easy to read. And it's not like you're yelling.
All caps is yelling. So anytime you're using all caps on pages, like even though Lewis kind of did, he kind of, it's okay it's readable notice how he put start a on one line lifestyle business is on its own line which why which is why he can get away with all caps here and achieve okay modern freedom lifestyle business modern freedom lifestyle business is the mechanism in this case modern freedom is the outcome right and he's hitting you right in the head with him and i know he's optimizing for mobile of course oh there we go so now that makes more sense Would still shy away from all caps.
It's just harder on the eyes to read and it reads it skews towards reading as a yell So like my personal preference Is just to have the text be like it's just easier for the eyes to read for a headline You want to use title case meaning the first letter of every word is capitalized for captions regular fucking normal type minor but like you asked okay good yeah yeah cool yeah I like I would do the end to this is angle like just start with one of the thing by the way if you want to if you're in general this isn't an always works but a lot of time it works if you're in an argument here's how to basically have it stop is it's the M &M thing.
You just start shitting on yourself and everyone else will stop shitting on you because somebody's got to do it. You might as well do it, right? So it's one thing to do that on yourself.
Why don't we, if they're going to shit on paid ads, like you might as well start. Let's start this party, baby. This doesn't work.
And if you say that, because remember, matchers, mismatchers. If you say this works, they're going to be like. No, it doesn't.
But if you say this doesn't work, they're immediately going to go, it might. Okay. All right.
Cool. Nice. All right.
Okay. Anybody want to give a crack at her? Oh, by the way, ICP, who are we marketing to?
Online coaches who are tired of sales calls, tired of posting content, constantly relying on it, getting burned by agencies. Or running webinars and nobody there. Or the wrong people there.
All right. From what I'm understanding is who sell through webinars? Who?
Coaches and experts who sell through webinars. Yeah. Okay.
Cool. And the big pain point is? Can't fill the room.
Okay. Those are two separate markets. Who's the good market?
People who are already trying to fill webinars. Great. So, fuck the other people are dead to you.
You don't help people launch their first webinar. Okay? Anymore.
You're done with that. They're dead to you. Okay?
Bye. Because they're two separate markets. That would be like me saying, hey, for online coaches who want to scale or start their own business.
Would you be here had I said that?
Do you want to be in a room with a bunch of motherfuckers who are just trying to spit their first fucking clients?
No.
That's a hard fuck no is what that is.
That's what I'm saying. Yeah. And I still ain't using it, so, you know.
And it's going to be better than the shit you put out. So let's let him have that one, and let's niche down to the people who we actually want to work with. Okay, so number one.
Notice, and I think I said this to you on our initiation call, your default is going to be to want to broaden out and be inclusive. Remember that? Here you are.
I called it. Seen this one before. But it's okay.
At least now we know. Okay, yep, that is my default. Sweet.
Awesome. Okay. Other than that, okay, and we're trying to get people to buy a workshop?
Yeah. Okay. Live, okay, September, cool.
Sweet. So, they already sell through webinars. Are they able to get people to, they can't get people to register, basically.
Okay. How are they, what's the old way that they're trying to get them to register? Either they're already running ads, they just suck at it, or they're just using their organic audience and then tapping out at organic.
Which one's the better ICP? Organic audience. Great.
So I would not speak to you. You're either already running ads. Now, maybe later this is for you if you're using, you've exhausted your organic audience when it comes to filling your webinars, right, and you're sick of bothering them.
I think you said some shit like that on our initiation call. And maybe you've even launched some ads, but they're not converting. That's the only place I would mention that piece.
So that I don't exclude them, but I don't want to market solely to them. This is for you have an organic audience already. You have webinars that convert, but you keep pitching the same fucking webinar to your same audience over and over again.
And you fucking don't know what to do, basically. And you know paid traffic is the answer. And maybe you've even launched a few ads, but it ain't converting worth shit.
And those who do sign up fucking suck.
That's your ICP. In your little conversations with each other, when you have some stupid idea. To start being more inclusive.
Both of you just simultaneously, like one of these, punch each other in the face simultaneously. Yeah. Stand across from each other.
Ready? And just knock each other the fuck out. Okay.
Stop relying. Stop. What words would they use?
Are they bothering their existing audience? Are they... What would they...
They keep pitching the same thing to the same audience.
Yeah, that's fine. But how would they explain their over -pitching the same thing to their organic audience and list? They're tapping out of their organic audience.
But what do they feel like they're doing? I feel like I'm bothering them. I feel like I'm...
I'm not connecting. I don't really hear him say that necessarily. I hear him say, I feel like I'm not connecting or the audience...
Pitching to the same audience over and over again so they're getting tired of my message. Yeah, so stop. The concept is stop exhausting these people with the same fucking thing over and over again.
You're going to ruin it. You're going to ruin them. You're going to break their trust.
You're going to piss them off if you're not already. That's the gist. That's the idea.
I'm not saying use that copy. It's basically just... This would be a good conversation with AI because I know conceptually I'm seeing it.
The words are not coming to me. But it's like, stop blowing up your fucking audience. Stop doing that.
Stop destroying your audience.
Stop destroying the organic trust that you've built. Stop shoving your webinar down your organic audience's throat every week. I like that.
It starts shoving this down their throat. That's gross. all right and so that's where i would be like yeah i'm doing that or something like your organic audience doesn't want to hear your same webinar pitch for the 87th time this year you need new you need a new you need a new audience but you already knew that Right.
But your organic isn't growing like it used to. And maybe you've even tried to run paid ads. So for your guys with the organic, when they run ads, what types of ads are they trying to run to fill their webinars that don't work?
I would say traffic ads. Traffic ads. OK.
And how do they know they don't work? Because they're not getting a good opt in rate. OK.
What they're expecting is opt ins. Right. And what they're getting is crickets.
The big thing, too, is that they just don't understand the data at all. They don't even know what's working, why it's working, why it's not working. Yeah, but they don't even know that they don't know that.
Yeah, some of them do. Some of them do. But the organic people, what I've found anyway, and correct me if I'm wrong.
I don't mean to put words in your mouth. You know your audience better than I do. But what I've found is they're just like when you blew up on YouTube.
you just blew up on youtube because you blew up on youtube before you had any sort of business acumen ish from what i heard a lot of people did yeah you can't yeah exactly i was entertaining people yeah and that was it yeah yeah and so it's like the life cycle of the people with big organic following but they're not monetizing it very well is they got famous because they were entertaining they knew that if i launched some sort of an info product i was able to monetize it but they either bought a bunch of stuff that they didn't know which vehicle to best monetize.
They didn't know how to, they have no business thought whatsoever, but they're an entertaining personality. They just don't have a business bone in their body. At least that's been like the majority of their experience.
So as soon as I start talking about business things, I'm going to lose them. Probably. My hypothesis is running through your own filters, but I'm just like, I want to keep it simple.
You got people to follow you and now you're trying to sell them shit. When you launched a thing, people bought because they already just were following you and liked you, so they paid you. But it wasn't because your offer was good or because you knew what you were doing.
It was just because you had an audience and they were ready to buy whatever you fucking sold. Are you selling to big creators? Is that who your market is?
Not necessarily. But they do have enough of an organic audience to have run webinars that made money. Do you know why organic people create offers, like genuinely?
Because they're finally ready to monetize. No, no. It's because you guys think we didn't understand business, but our business was getting attention and selling it as ad space to brands.
And when your ability to generate attention and views starts waning... you have to find another way to monetize. So you're not selling the next step because they don't need you.
You're selling an escape ladder. Just so you know, because I am the audience. That's solid.
And so part of this is like the more, and I guess this is I do this, I want to make it now more conscious for all of you. what we're doing here is we're crafting the narrative of your icp like what have they done in their life like what does it look like for them so here's what all of yours has looked like to some degree there was one and i'm going to start relatively early there was You've always been ambitious, but there was never a vehicle that actually allowed you to see how you could fulfill your income and wealth and lifestyle ambitions until you found out about this thing called an online business.
You probably bought a course, like I bought Tai Lopez's SMMA that said I could make $1 ,000 to $10 ,000 a month selling whatever the fuck social media management to local businesses. So I bought it. And I did that and I fucked around and I started working with people.
I hustled my way to a few clients, found out who I liked working with, who I didn't like working with. And basically it evolved from there. And then I did this and I scaled to that, but it fucking sucked.
And then I had to clean my shit up. And I had the realization that it's about who I'm working with and how to monetize them appropriately. And that turned into my advertising skill set, whatever.
All of you have a similar thing. You had ambitions, big appetites for income, and you saw this opportunity called online business of some kind, this internet money. So you bought a program, then you bought another one, and you hustled to get some clients.
They all sucked, but you kept hustling. You got with your friends. You kept hustling.
You bought another program, and they told you to do this, and it kind of worked, but then it didn't, and then you got fucked over here. You have enough success to know that you can make this work and you keep seeing other people making it work in the way that you want to, but you can't quite seem to figure out what they're doing that you're not.
So you've modeled their model and that didn't work for you. Then you went to another model and another funnel and that kind of worked until it didn't. Then you kept jumping around and you said, is this all this is going to be like forever?
But in the meantime, you've been able to fund the lifestyle to a large degree that is at least a massive upgrade from the way you started. so you can't stop now and you're committed to figuring this out because you know your entire family's financial future depends on it and you're not gonna be the guy who gave up is that pretty close yeah cool so if you can't explain that timeline for your ICP it's hard to market to them right so you started social media because it was a thing People started following you.
Then you started making content for the algorithm so that you'd grow. Then you grew. And now you had to be this entertaining personality.
And then you started getting brand deals. And that was a way to monetize until that became pretty saturated and the brand deals stopped coming like they used to. And you decided you were going to keep doing this content thing because what else are you going to fucking do?
Go get a job? No. But nobody ever told you how to actually sustainably monetize a personal brand.
And so you're sitting here. with an organic audience and one day you were like, how am I going to make more money? And somebody said, oh, you need to do a webinar and sell an info product or a coaching program.
So you did and you did a launch and a lot of people bought and you had a nice payday and you said, fuck, this is way easier. And then you did another one and it didn't perform as well, but it was still pretty good and you kept making content. Then you did another one and it...
really started falling off a cliff and so you're like maybe we should do more and so then you did another one and another one and each one got progressively worse and then you were sitting there going What the fuck do we do here? I either need to grow faster organically.
So then you started grinding more content or hiring a content person or a content team. But that didn't seem to grow enough because next time you did a webinar, it performed even worse. And so then you said, OK, let me buy this paid ads course or hire this paid ads guru or figure it out on my own.
Somehow you ended up launching an ad running. ads to a thing to fill this webinar but what you thought you were going to get in terms of opt -ins you thought you're you heard all these stories about dollar opt -ins two dollar opt -ins and here you are sitting there paying 26 dollars per lead that didn't even show up in the first place and gave you a fake fucking email and before you know you burned three thousand dollars and you're sitting there going this isn't sustainable either because my income's going down my audience is getting restless and here i am burning thousands of dollars to fucking get Fake emails.
What am I doing wrong? Should I do another webinar? Should I do another business model?
Should I shut everything down total? What do I do from here? But you also know that there's other people with the same type of audience, with the same type of skill set, with the same shit that you're watching them make fucking eight figures.
And you're going, what are they doing that I'm not? What they're doing that you're not is they've cracked what paid advertising actually looks like. That's why they have control over their financial future and you do not.
The great news is, is we're the team that's behind those people that have done that, like Myron Golden, like this, like that, the other. They were all the same as you. And so what they do, is they ran our live event webinar ad system and they went from relying on our dying organic dying fatigued ever increasingly pissed off organic following that they've built and they started feeding their audience with brand new qualified people like clockwork as many as they wanted every single time.
And that's how they're writing their own checks. And if you want the same system that we installed in their business installed in your business, then book a call and we'll show you what that looks like. Or if you want to stay on the same organic bullshit system that you've been using or hope to God that magically those fake emails turn real and start throwing money at you, keep doing what you're doing.
But if that sounds like shit, then book a call.
something like that we just did now your your your challenge is going to be fucking not deviating from that yeah yes yeah so that's where you remember remember this one yeah that's where you're like oh here's this and then you both get knocked out and you'll wake up and be like okay And I think that really comes down to just understanding that the TAM is there.
Do you think, how much are you going to charge for this new offer packaging thing? $20 ,000 to $30 ,000 over 12 months. Cool.
Let's say there's only four people in your TAM, which there isn't. There's more. And you close all of them over the next 30 days.
Would you guys be okay with four clients that do exactly that and $100 ,000 in the next 30 days? Sure. Oh, okay.
Might as well start there. need to make sure there's more than four. But there is.
I'm pretty sure. So it's just about figuring out. With social media, there's more every day, my friend.
Bro, that's the beauty. No one stays organic forever, dog. It's impossible.
What musician do you like from 14 years ago? Fulfillment gets better because you're working with those clients. Yeah, that's really the main reason why we...
Can I ask a little bite -sized question about tab? John, would you put that reverse as the headline for one of those pages? Would you go to that and be like, getting clients to, getting cold traffic to sign for webinars is impossible, is what my client said?
Or is that part of the ad?
I guess it, yeah, I wouldn't start there, just simply because it's not like they're, it's not like they've been grinding trying to crack paid ads for a while so i can't very say very well say filling a webinar from paid traffic is impossible because it's like if if if the majority of these people have not attempted paid ads yet then that's a different icp than those who already have because if they haven't yet then it's why haven't you and then there's going to be of overcoming those objections and making it safe Because they think, why haven't you?
I'm afraid to lose ad spend, right? I'm afraid to lose money. I'm afraid it won't work.
So then you have to sell them on, like, if the audience, if the ICP has not attempted it yet, you're going to have to address. And I get it. You haven't, you've been afraid to, and you haven't launched your first ads yet.
And I don't blame you. In fact, short, simple case study about. This person who lost tens of thousands of dollars on ads, this person lost tens of thousands of dollars on ads, and hopefully those are the same people that are your clients.
So you can say, now that's where they were when they were sitting right where you were, right? And that's what you're afraid of happening. Totally understand.
And you should be, because nobody told you how to do this the right way, despite the fact that you see an ad every five seconds in your feed that says, guaranteed money in five seconds from your webinar and you're skeptical and you fucking should be there's some pieces of shit in this industry for sure and I realize right now you might think that we might be one of those and I would think exactly that my job is to at least give you the opportunity to see that maybe we aren't but it's not about me this is about you and your results and the fact that if you don't have some sort of a predictable acquisition system in your business everything that you've invested in building your organic audience is going to slowly die a death and right now it is in the middle in the beginning of that slow death right and so my goal is to help you reverse that because it absolutely is possible and paid ads is not risky or scary if you know what you're doing so I want to show you how we stack the deck in
and say your favor but how we stack the deck in the favor of organic creators who want to launch a predictable acquisition system for their webinar for their info product in their business we're going to stack the deck in your favor so that you have a very very low probability of of failure with paid ads and i share that i say that to let you know that this isn't our first rodeo we've spent this much person just like you started here did this proof proof proof yada yada yada but if it turns out the people who are most likely to buy your shit are people who have already burnt 10 20 50 grand on ads that quote didn't work now it's a different narrative now it's like look i get it you've already burnt 50 grand on ads and you don't want to burn another fucking cent because that's that's what got you sucked into that in the first place I understand, and I can't put that money directly back in your pocket today, but what I can do is remind you that your only option for a predictable acquisition system is paid.
It's got to be done. And then I would stack proof of, even though Hormozy's big on organic, if they follow him and that's a guy that they fucking know and whatever, he spent $10 million last year on paid ads or whatever the fuck it is, right? This person, big organic.
Big ads. Big organic, big ads. So the truth is...
organic alone doesn't cut it anymore, nor will it. And the reason is, and so this is where I'm reselling, even if you could use this if they've never run it or if they had previously run it, you got to sell them on the idea that paid ads are the answer and they have no choice. The good news is this is true.
The truth is this is how many people are adding, are starting Instagram accounts and Facebook accounts and TikTok accounts every single day. This is how many people are already on these platforms. And so you do the math.
of basically like that means on this trajectory we're going to have more and more and more supply and less and less and less demand and so what's going to happen is your these platforms are going to eventually get to a point to where in order for you to get your content in front of people you're going to have to pay money to do it that's the real I believe that I at some point it's only going to be pay to play and I And I would be transparent.
That's just my hypothesis. Maybe I'm wrong, but it's an economics thing. Just pure economics, supply and demand.
You want to get in front of more people, you pay. So that said, and deep down you've known this. all along and you've sensed this silent death approaching and you've been secretly hoping that it just magically goes away but you know it act it won't and so that's a tough spot to be in i totally understand and i it's very uncertain the good news is you landed on this video and blah blah blah blah and so i'm just going to sell them on real hard on yeah we have to master this and we have to master it now And then it's like, what's the highest probability play of mastering this?
And I get it. You see a bunch of ads gurus in your fucking feed every single day. I understand.
I would be skeptical too. In fact, we've gotten burned over here and burned over there and taken advantage of here and this and there. But what we do know is the fact is we have to master paid advertising because of what we said, whether we've been burned and people are assholes or not.
If we want to keep playing this game, we got to learn how to pet. And so it's like now I have them in a bucket to where whether I'm an asshole or not, it doesn't change your problem. The problem is how are you going to do it?
The slow, painful way where you trial and error that you already have and burn this much on ad spend? Or are you going to hire somebody? Are you going to do a coach?
Are you going to do a course? Are you going to do this? Here's what we believe is the best thing to do and for these reasons.
Agencies suck. Here's why. We used to be one and now we're not.
We want to empower you for these reasons, not have you reliant on us. yada yada. So we want to give you the system and help you install the system so that you're empowered and not reliant on us.
We believe that's our ethical duty and responsibility and we charge accordingly because we're selling you a lifeboat and you're on the Titanic. Now, we have a lot of demand as well. Our lifeboat's fucking expensive, but what's more expensive?
A lifeboat or shutting your fucking business down because you just were too much of a bitch to get back into paid ads? So that's why our shit's expensive, but also why it's much cheaper than if you tried to hire some asshole who didn't know what the fuck they're doing, right? Or hire an agency who didn't know what the fuck they're doing, who's going to charge you out the ass, right?
And fuck your shit up. If you haven't already done that, that's what happens, by the way. Which is why we stopped doing that, is we didn't want to give ourselves the shot at being in that seat ourselves.
Because we genuinely give a fuck. I'm hoping you get that from the tone of my voice right now, that I sincerely give a shit. And if you still think I'm an asshole, I totally understand.
But just letting you know, it's a simultaneous combination of a logic trap and a heartfelt pitch at the same time. So that's the direction that I'm going with things. And I'm just being real.
But just like my AI trends on my VSL thing, I'm like... Whether we like it or not, or whether I exist or don't exist, that's where things are headed. And so it's like, how are you going to set your sail accordingly?
You can hope. You have three options. You can hope, you can do this, you can do that.
If you think there's a shot that we might not be pieces of shit, book a call and you can suss us out, grill us on the call. Put us through the ringer. And we'll tell you.
We think anything we can do can help you at all. And if it's not, we'll tell you that too. Because the last thing we're going to do is take your money and fucking have you have another experience of getting fucked.
And so we vet everyone heavily. Right? And I would.
But, proof, somebody was sitting in your chair just like you and... They put us through the ringer. They asked us this.
We said that. They asked us this. We said that.
We asked them this. And we grilled them on that to make sure that this was in place. Yada, yada, yada.
Long story short, we launched the webinar here. They did this. And the best part is they continued to do that repeatedly because they were able to fill their audience on a regular basis with as many people as they fucking wanted.
Brand new. And their organic audience didn't hate them anymore because they stopped trying to shove the same fucking thing down their throat every single week. So not only did they build more goodwill with their existing audience, but they fed their audience with thousands and thousands of new people.
So the truth is, whether you hire us or not, if you don't have a system that does that and you don't have that skill, it's a matter of time. I don't know if it's tomorrow. I don't know if it's next week.
I don't know if it's next year. But you're fucked. And if you don't see that, then don't book a call because you're hopeless anyway.
But if you do see that and you see what I'm saying is true and you don't know where else to turn, we're happy to have a conversation with you. But just to let you know, we're very expensive because it fucking works and we only want to make sure that we give lifeboats to people who are fucking deserving, basically. And I would sell, I might even use the lifeboat analogy.
Like this, your organic thing is the Titanic. If you ever watched the movie Titanic, do you remember there weren't enough fucking lifeboats? You could actually lean hard into that analogy and use the whole thing.
It's like there was only so many lifeboats. In the same way, there's only so much inventory on somebody's feet. The person who's fastest to the lifeboat and has the best lifeboat is who survives.
If you sit there and wait and hope there's one left over for you at the end, there won't be and you'll die. If you get in one that sucks, you'll die. Or you rely on laying on a fucking door, you'll die.
Show the picture of them laying on the door and Jack frozen to death. You could. That might be fun and funny, but also, yep, that's right.
Yeah, I like the angle of showing how many new accounts are getting every day. The more people are getting online, it's just getting more competitive. It's getting more expensive.
And then look who's winning at that game, though. Big creator that they know and respect who also makes a lot of money big creator who they know and respect Who also makes a lot of money? What do they all do paid ads?
And so in terms of TAM you could use the word webinar But I would like if you're on webinars challenges workshops live events All those are the same fucking thing. So now you're expanding your TAM a little bit by saying those things okay then fucking don't do that yeah that's that's we started to do that but then running a five -day challenge versus a webinar yeah because the play is if their webinar is fucked up we're going to go in and help them to rebuild it we have like a grading system oh okay great then just webinars only yeah fine yeah fine don't care dan henry's out there just making your your whole customer base let me give you some two cents here if you're all right with that yeah i'm fine you guys good with that yeah all right Too wordy way too small done for you systems implementation to shouldn't be highlighted.
You just need to go rework this fucking thing Like why is my eye drawn to this? What does this do for me? Why is that highlighted?
All right, see I'm saying Stop being with a bottleneck in your immigration law firm implant a implemented in 90 days or less No What is done for you systems to stop you? What do they do? What do you do?
What is the systems? We organize our systems in the business. We go and set up their current software, help their team transition.
Yeah, and the only way, the benefit of that, in business it's really easy. You're either helping them make money or keep money. This is a keep money play.
Increase your profit is what you sell. Yeah, increase your profit by 10 % to 25 % in the next 90 days with our done -for -you immigration law firm attorney systems or whatever. All right.
And they're like, how do you increase my profit? We create all sorts of leverage and then give them some math. Right now, if you're bringing in 100K a month and right now you've got this many people and this much expenses or whatever and you're only netting 25 and making up numbers, you're guaranteed to have this much stuff that you can cut.
And what we found is on average we can cut this, which leads to a 100 % increase in profit, meaning a 25 % margin to a 50 % margin, just like we did for Joe, went from this margin to that margin in 90 days just by making his systems more efficient and having everything work better. You're selling money at a discount. Nobody grow your profit by 20 % to 50 % per year, not just grow.
All right.
Okay. All right. Let's take a few minutes.
And that was actually a good quick one there. That was easy. Did that make sense?
That little real quick logic one there? What about the rest of the page? Nothing matters until you fix what I fucking just said.
And that's all I would do. Book a call if you want to see what systems they are and how they work for you. That's your page.
The less stuff you have on the page, the better. Biggest takeaways, aha moments, good things that occurred?
I think coming into this and the initial reason why we joined your program is because the no sales call model sounded really sexy. And then we get in here. And it sounds sexy because, damn, I could save a lot of time not being on a sales call.
And then when we get in here and we see how meticulous and how thoughtful and how much time you spend on all the different aspects of the brand, I look at it and I say to myself, even though he's not on sales calls, he's still spending time, probably the same amount of time, but doing things that he wants to do. So you're still gonna, you still have to work hard, you still have to do these things, but I think the really cool thing is listening to Saunders' story yesterday and how he's doing 400, 500K a month with exclusively sales calls speaks to the point that if...
We just take your system and stay very meticulous like you are because you have to be because you're not on sales calls. If we pay that much attention to details, if we do exactly what you're doing but just implement what we're good at, whether it be sales calls or webinars or whatever, there's literally no way we can lose.
That's what I gather. Because if you're doing this at such a high level, You're making this money with no sales calls.
And you just showed us the way that you're doing it and how meticulous you are. As long as we do the same shit and implement what we're good at, it's really hard to lose. Yeah.
Thank you for finally getting that. I like that. Yeah.
But that's good because that's my intention for all of you. Because everybody runs a slightly different model. You always will.
And it is what it is. But the fundamentals that make a model work are the funnels that make the same. It's the same.
So cool. Glad to hear it. Who else?
Nobody else took shit away. Yeah. To that same degree, the understanding what all brought us in here and the, that it wasn't to us, we just ended up here, but there's massive amount of psychology behind it and how we need to implement that in our stuff that because we're doing sales calls should make our stuff way fucking easier.
If we do even half of, what you've done yeah so it's the that's why this is here that's why it's no longer just words on a page it's like there's a reason behind each area and what it's meant to do yeah and so you're saying that was a new concept for you yeah i have a much better understanding of it now and i'm thinking about it more now from the position of my client looking at it rather than how can i explain the thing i want to sell it's like now if i was in my clients seat and I'm reading this is that the thing I actually want yeah yeah and this is why I believe anyway it's important to have as few moving parts as possible because each moving part if it's dialed it's a fucking sniper rifle not a shotgun and so it's like I don't need I don't know how many pieces of buckshot are in one single anybody know or in a shot are in one round of a shotgun A lot.
A lot, right? Let's just say it's a hundred. Or you could just have one bullet that fucking hits right in the middle.
Right? And it's a lot easier to dial something in to that degree when there's only one thing to dial in. That's the part I think.
Yeah. You can't be as meticulous as you are with a complex system. No.
I only have to focus on one thing. Who else? I had a breakthrough last night.
The sailboat thing was really big for me. I kept wanting for you to understand how my business worked in order to give me advice. I noticed that.
For me, it was going through this. There hasn't been one thing other than the webhook that I didn't understand or know how to do. I know how to do it all.
I know how my business works. I know what needs to be done. clear on all the things.
And I think sometimes when you come into this, you're thinking like, okay, I'm going to have this system set up and I'm going to do everything the way he does it so that I can get to that point. But I kind of realized that every business is a little different, right? And I'm going to know it better than anybody, right?
And the idea of getting 90 % of what you do, let's say, but there may be 10 % of it that I do it different because it's how my model works. I hope so, yeah. It was like...
Like, it was like, I don't know, it was just kind of, fuck it, I know what to do. I know exactly what I need to do. But it was that sailboat thing of not start, not getting things done until you had the answer of what was going to be going.
Get everything done that you know you need to do, and then we can course correct, you know, the little things. That was really big. Yeah, cool.
Who else? Yeah, Alejandro. This is probably the first time that I've experienced watching other people's businesses.
and either doubt my mechanisms and try to like shiny objects. Oh, I need to change my funnel to fucking Ian's or to yours. This time around, I was really pressing off.
Data was required for me to win. How everybody's different. And you mentioning the 10 ,000 hours to get really good at something.
If we're doing 100 different things, we're never going to be able to be in it long enough to figure it out. If we just keep switching click funnels, fucking 2 .0 when it comes out. Things like that.
So that was a big deal for me. Cool. Who else?
Yeah. This might sound dumb, but I've thought this a couple of times over the last few days with the Jenga. Yeah.
Game Jenga. And I'm kind of thinking, like, most of us have everything we need already, and the copy and those kind of things, we're optimising what it is. We're kind of making sure that the tower is solid.
And then with the many chat, or the, like, going without sales calls, going without centers and all that, almost seems to be like you then, when the tower's solid, you can very slowly and carefully just, pull one brick out, are we still good? Yes, we're still good.
You're still going to have to take care of the other stuff. That is a really good analogy. I like that.
Yeah, but you show up with a half -built tower with fucking pieces strewn across the table. Yeah. Hey, Roderick.
Anything as an OG grandfather in the space here? Same as always. I've heard a lot of this stuff, obviously, a lot, but it's the inspiration to go implement a lot of it, and just the constant reminder is necessary for a lot of the smaller things that you just start to forget.
Yeah. Was there anything newer -ish that was an aha moment of any kind? No, not really.
Okay, that's fine. I was just curious. I did like going into other people's pages, though, because you're seeing, other than it just always being your stuff, which we know is dialed, it's good to see.
How would I fix X to make it Y? Yeah, cool. Who else?
A couple more, yeah. I remember I was on a call with you in 2018 or 19, and you were saying that we didn't need you, meaning the company. We don't need to run paid ads because we had 23 calls on my calendar yesterday, and you were just doing outreach.
So it was cool seeing that progression, but it was still the same fundamentals, like a lot of activity, a lot of people in the pipeline going to one singular process. Yeah. Yeah, we, for those of you who don't know, when I started my first agency, it was solely LinkedIn outbound and cold email.
And we were doing LinkedIn outbound before LinkedIn outbound was a thing. I think we invented it. We were doing it before there was a single platform restriction.
And it was fun. 24 -7, unlimited in -mails, connection requests, and DMs.
And then we sold thousands of courses on how we did it. And then we started an agency doing it. And then we did that for clients.
And then the people we sold courses to started their own agencies doing it and then doing it for clients. And within about nine months, restriction after restriction after restriction started happening on LinkedIn. And now it's, oh, we can only send however, whatever the fuck it is now per day.
But yeah, we were doing. thousands of outbound on linkedin and cold email every single day and just filling calendars for pen nothing it's fucking amazing anyway who else had a good good thing yeah i think i had a good reminder of what roger said of like the the same things over and over again reminder that we okay we need to know our data we need to continue to look at our data the boring stuff doing it over and over again and also i felt like that also that reminded me that like things take longer than I want them to.
And that's okay. But I don't know. The conversation with Justin yesterday was just a good reminder that there's going to be hard, pretty work that I don't want to do.
I'm going to have to do it. Tomorrow, I'm going to spend four or five hours going through my data and looking at every part of the business that I don't understand. I'm going to have 10 cappuccinos as I'm doing it, and it's not going to be fun, but I'm going to do it, and it's not going to make me a million dollars the day after.
I'll probably need to do that on a weekly basis for months and maybe years, and then I'll make millions and millions of dollars, and that's okay. Nice. Cool.
Anyone else? I think it's just refreshing to be in the room and actually seeing people work really hard at something. Because on social media, everybody wants to make shit look so easy.
Sometimes when you're not in your room seeing how much actual work goes into it, you think that there's something wrong with your business. That's what we want, baby. Exactly.
It's good to see it. I'm already a very meticulous person. I spend hours on that shit.
Sometimes I can get in the trap of thinking that I'm doing unnecessary work. It can sometimes make me lazy. Coming in here, seeing the level at which you do things, just reinforces and it gives me permission to be fucking meticulous and say okay yeah and where to put the meticulous hours yes yeah that is a big thank you asterisk on that it's like meticulous yes attention to detail yes massive imperfect action yes very highly concentrated on one thing very highly concentrated on one thing and you have to know when It's time to stop fucking with it and launch it and get volume into it and you have and at that point is like That point is I think this is gonna do pretty decent And you have to know and be honest with yourself on that I think this is gonna do pretty I don't see how this couldn't do pretty well is really my good enough point.
I don't see how this could Fail It's not legendary. Maybe it's not perfect. Maybe but I don't see how this could fuck up You get your shit to that point.
It doesn't take that much to get it to that point. It takes a lot, but you only have one thing to get to that point, ideally. And anything else you're doing, like first phase for you guys, you have to cut out 17 fucking offers and whatever the fuck else you're doing so you can focus that attention there.
So, yes, thank you, Michael Kruk, for that big, massive distinction. That's a great place to end. I appreciate all of you guys.
The Hook
The bait, then the rug-pull.
The claim arrives before the lesson does: 1,808 customers, $1.5 million in profit, 95 people talked into an expensive mastermind, and not one sales call, setter, closer, or long DM conversation anywhere in the process. What follows is five hours of the pages that did the talking instead, shown live, one design decision at a time.
Named ideas worth stealing.
03:22concept
The peripheral vision test
Look at the far edge of the screen and try to read the headline without moving your eyes. If the main message is not absorbable in peripheral vision, it is too long or too small to survive the three seconds a visitor gives it.
Steal forany hero section, ad creative, or thumbnail
1:58:56model
Old way / new way
- Name the old method something ugly
- Set it in a gritty, manual-looking font
- List its steps as the buyer's own operating procedure of suffering
- Show the new way in half the steps
- Add white space so it feels light
- Color code red against white or green
A two-column contrast graphic that lets a reader place themselves in the bad bucket and aspire out of it, working even when the copy goes unread.
Steal forany offer where the buyer has a current method that is not working
2:29:45list
Three identity buckets
- The one who opens it and does nothing
- The one who dabbles and never commits
- The one who commits fully
Give the reader three named identities with explicit criteria, write two of them to be repellent, and let them move themselves toward the third. Three is the working number: two is not enough choice, four is too many.
Steal forwebinar openers, VSL scripts, onboarding sequences
2:18:46model
Generation one, two, three
- Gen 1: manual, hard and stressful
- Gen 2: using AI as an assistant, the illusion of progress
- Gen 3: the new opportunity being sold
A softer version of old way / new way that offers two bad buckets instead of one, so the reader does not feel pigeonholed while still self-identifying into something they want to escape.
Steal forpositioning a new offer in a market that has already tried the obvious solution
53:30concept
The one big domino
Identify the single belief that makes the whole offer make sense. If that belief will not fall directly, knock over smaller supporting beliefs from many angles across content and retargeting until it does.
Steal forcontent strategy, retargeting sequences, VSL structure
1:37:08concept
Broken windows
One visible flaw makes people assume hidden flaws everywhere, and fixing the visible one does not close the suspicion. Applies to dead links, unplayable videos, slow pages, and any orphaned asset a prospect can find.
Steal forauditing every public-facing asset before spending on traffic
1:55:10concept
Open and closed loops
An open loop is an unanswered question that holds attention. Every funnel stage closes one loop and opens the next, and showing something without naming it is the cheapest way to open one.
Steal forscreenshots, product reveals, headline structure
2:45:55concept
Matchers and mismatchers
Matchers accept a claim first and may reject it later. Mismatchers reject first and may accept later. With a mismatcher audience, asking them to accept something triggers refusal, so the seller has to lead with indifference.
Steal fortone calibration for skeptical, heavily marketed-to audiences
1:45:38acronym
VAK consumption options
- Visual: seeing
- Auditory: hearing
- Kinesthetic: feeling
Offer the same asset in all three formats so nobody is forced into a channel they dislike. In practice: PDF, video read-along, and audio version of the same book.
Steal forany lead magnet or delivered product
2:57:30concept
Speak above your avatar
You always attract below the level you speak to. People one rung below a revenue milestone identify as being at it, so writing to a number attracts people beneath it. Aim the copy roughly one tier above the client you actually want.
Steal forheadline qualification language, testimonial selection
3:39:55concept
Name the call after the pain
Nobody wakes up wanting a discovery call or a proprietary blueprint session. Name the booking after the outcome in the buyer's own words, so the click requires no translation.
Steal forany calendar embed, form headline, or CTA button
4:45:43concept
The lifeboat pitch
Establish that the buyer's current position is sinking regardless of who they hire, then price your offer as scarce, expensive, and worth it against the cost of going under. Pair it with an explicit invitation to walk away.
Steal forpremium pricing justification on a page or in a VSL
4:31:30concept
Writing the ICP's story
Narrate your ideal customer's entire biography, from the first course they bought to the current dead end, in their own language. If you cannot tell that timeline, you cannot market to them.
Steal forVSL openings, long-form sales letters, ad hooks
How they asked for the click.
VERBAL ASK
02:00product
“I've taken all of the content from this training here and I've put it in a skill pack that you can drag and drop into any agentic AI. The instructions on how to get that are in the description. That's completely free.”
Front-loaded in the first two minutes rather than saved for the end, and paired with an affiliate offer for $200 in credits on an AI agent tool. The pitch immediately undercuts itself with an instruction to watch the whole training anyway, which is consistent with the indifference posture taught later in the session.
MENTIONED ON CAMERA
Visual structure at a glance.
