08:32Taki Moore · Tutorial
Nobody Wants Your Free PDF
Taki Moore breaks down the micromagnet: a fast, no-teaching-required tool that replaces the bloated lead magnet nobody downloads anymore.
September 3rdThe argument in one line.
A single, well-built video placed right before the offer can do the job of months of manual nurture, and it keeps closing clients years after it's shot because it works while you're not.
Read if. Skip if.
READ IF YOU ARE…
- A coach or consultant who already gets leads but struggles to warm them up before a sales call or offer doc.
- Someone relying on drip emails, retargeting ads, or a long content calendar to slowly nurture cold leads.
- A service provider who feels like every sale requires chasing prospects and fighting objections.
- Anyone building a sales funnel who wants a concrete checklist for what a pre-sale video actually needs to contain.
SKIP IF…
- You sell a low-ticket, single-step impulse purchase where a full video sales letter is overkill.
- You're looking for ad-copy or paid-traffic tactics — this is entirely about what happens after someone is already a lead.
The full version, fast.
Cold leads are hard to sell because you have to chase them for time and convince them for money, and chased people run while convinced people push back. The fix is a single 'Microwave VSL', one video placed right before the sales call or offer doc that heats a warm prospect to hot in minutes instead of dripping content at them for months. The video should contain seven ingredients in order: the person (a deep read on the avatar), their problem (hope, current reality, painful moments), the poison (the bad advice they've already been given), your philosophy (mission tied to their result), your plan (a hero's-journey model with obstacles and milestones), your proof (quick wins plus one proof point per major objection), and the prize (the named next step, its benefits, and why it's safe to take). Built once, it keeps converting for years.
Free for members
Chat with this breakdown — free.
Sign in and you get 23 free chat messages on us — ask for the hook, quote a framework, find the exact transcript moment, generate a markdown action plan. Bring your own key when you want unlimited.
Create a free account →Where the time goes.
00:00 – 00:56
01 · One video, 30% of clients
Opens with the core question (what's the one piece of content every prospect should see first), states the claim (this one video signs 30% of new clients 18 months on), a coffee-shop shoutout, and frames this as video 5 in a marketing-map series.
00:57 – 02:36
02 · Cold, warm, and hot leads
Names the three lead temperatures (cold/skeptical, warm/curious, hot/primed) and explains why selling to cold leads means chasing them for time and convincing them for money, and why chased people run while convinced people push back.
02:37 – 03:24
03 · The crockpot vs. the microwave
Names two ways to heat up leads: the slow, unreliable 'crockpot' (throw everything at it, wait a long time, hope it works) versus the fast, focused 'microwave', one video that zaps a lukewarm prospect hot in minutes.
03:25 – 04:48
04 · Where the VSL sits in the funnel
Places the video as an accelerated lead-nurture tool, not a lead-generation tool. It sits directly before the sales call or offer doc and replaces the slow drip of emails and touchpoints that would otherwise be required.
04:49 – 05:35
05 · Why it's an asset, not a task
Contrasts one-off marketing tasks (write an email, build a page, shoot another video) with a built-once asset that works every day without further effort, then introduces the seven ingredients he's about to unpack.
05:36 – 06:31
06 · Ingredient 1 & 2: Person and Problem
The person: go beyond a one-line avatar into their stage of growth, personality, dreams, and secret fears. The problem: their original hope, their current daily reality, and the specific painful moments that make them feel understood.
06:32 – 07:28
07 · Ingredient 3 & 4: Poison and Philosophy
The poison names the bad advice the market has already been given, which blame-shifts their past failure and opens them to a new approach. The philosophy ties your mission to their desired result and out-positions the rest of the industry.
07:29 – 08:21
08 · Ingredient 5 & 6: Plan and Proof
The plan uses a hero's-journey 'magic model': the dream result, the obstacles in the way, and the milestones along the path. Proof is a quick-fire list of wins up front plus one dedicated proof point for each major objection (money, time, partner).
08:22 – 10:06
09 · Ingredient 7: The Prize, and the close
The prize names the exact next step, bullets what will happen during it, and makes it feel safe by promising a walkaway plan either way. Closes by pointing to the description for the VSL example and the next video in the series.
Lines worth screenshotting.
- Cold leads don't buy; hot prospects do, so the real leverage in a sales process is warming people up before they ever see an offer.
- Chasing people for their time makes them run, and convincing people for their money makes them push back, which is why selling to cold leads feels so exhausting.
- A single video built once can still generate 30% of a company's new clients eighteen months later, because it works every day without anyone touching it.
- The slow 'crockpot' approach to nurture, throwing content at leads and waiting a long time, is less controllable and less effective than one focused video.
- A video sales letter belongs immediately before the conversion step, a call, an offer doc, or checkout, not earlier in the funnel as a lead-generation tool.
- Every marketing asset built once replaces a task that would otherwise need repeating forever, which is why assets compound and tasks don't.
- The seven ingredients of an effective pre-sale video are the person, their problem, the poison they've already been fed, your philosophy, your plan, your proof, and the prize.
- Naming the bad advice a market has already received lets you blame-shift: their past failure wasn't their fault, they just followed poison, which opens them to a new approach.
- A believable plan does more than describe the destination. Showing the obstacles and milestones along the way signals the plan was actually lived, not just theorized.
- Proof should be spread deliberately: a quick-fire list of wins near the start, then one dedicated proof point for each of the two or three biggest objections, usually money and time.
- Prospects can't take an action they haven't first imagined themselves taking, so the final section of a pre-sale video should narrate exactly what happens next, not just name it.
- Renaming a generic 'sales call' into a specific named process makes the next step feel like a defined deliverable instead of a pitch.
Build one video that does the convincing before the call.
WHAT TO LEARN
A single, well-structured pre-sale video placed right before your offer can replace months of manual nurture and keep closing clients years after you shoot it.
01One video, 30% of clients
- A single video built once can still generate 30% of a company's new clients eighteen months later, because it works every day without anyone touching it.
02Cold, warm, and hot leads
- Cold leads don't buy; hot prospects do, so the real leverage in a sales process is warming people up before they ever see an offer.
- Chasing people for their time makes them run, and convincing people for their money makes them push back, which is why selling to cold leads feels so exhausting.
03The crockpot vs. the microwave
- The slow 'crockpot' approach to nurture, throwing content at leads and waiting a long time, is less controllable than one focused video.
04Where the VSL sits in the funnel
- A pre-sale video belongs immediately before the conversion step, a call, an offer doc, or checkout, not earlier in the funnel as a lead-generation tool.
05Why it's an asset, not a task
- Every marketing asset built once replaces a task that would otherwise need repeating forever, which is why assets compound and tasks don't.
06Ingredient 1 & 2: Person and Problem
- Go deep on the person: their stage of growth, personality, dreams, and secret fears, not just a one-line avatar description.
07Ingredient 3 & 4: Poison and Philosophy
- Name the bad advice a market has already been given. It blame-shifts their past failure and opens them to a new approach.
- Tie your philosophy to their result, not just your own positioning, so prospects believe the outcome is possible for them specifically.
08Ingredient 5 & 6: Plan and Proof
- Present your plan as a hero's journey: the dream result, the obstacles in the way, and the milestones along the path, so it reads as lived experience, not theory.
- Spread proof deliberately: quick wins up front, then one dedicated proof point for each major objection, usually money and time.
09Ingredient 7: The Prize, and the close
- Prospects can't take an action they haven't first imagined themselves taking, so narrate exactly what happens in the next step rather than just naming it.
- Name the next step specifically instead of calling it a generic sales call, so it feels like a defined deliverable instead of a pitch.
Terms worth knowing.
- Microwave VSL
- A single video engineered to move a lukewarm prospect to hot and ready to buy within minutes, placed directly before the offer, call, or checkout.
- Crockpot nurture
- The slow, unfocused alternative to a single pre-sale video: throwing content and touchpoints at leads over a long period and hoping they eventually convert.
- Poison
- The bad advice or wrong approach a prospect has already been given by a previous coach, guru, or source, which a pre-sale video names and discredits to build trust in a new approach.
- The prize
- The final section of a pre-sale video: naming the specific next step, describing what happens during it, and making it feel safe and low-risk to take.
Things they pointed at.
00:35productShowbox Coffee (Manly)
Lines you could clip.
00:57
“Cold leads don't buy, but hot prospects do.”
01:40
“When people get chased, they run. When they're convinced, they push back. It's a mugs game.”
02:25
“Instead of convincing, we get to choose.”
05:00
“Every asset we build is one less manual job you need to do.”
09:56
“So those are the seven ingredients of a microwave VSL.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
metaphoranalogystory
If you could choose one piece of content for every prospect to watch before they saw your offer, jumped on a call or read the doc, what would you choose? We built a microwave VSL, one piece of content, 18 months ago. And still to this day, 30 % of our new clients come from this one video that I shot a year and a half ago because it's an asset that works forever.
So in this video, I'm going to show you why every coaching business needs a microwave VSL, how it heats people up from warm to hot, primed and ready to buy in a few minutes. And the seven ingredients. that go into one so you can cook yours and sign some clients right now.
I am. How you doing? Thanks for finding me.
Coffees? What have we got? Oh, ice.
So this video is proudly caffeinated by Sonny and Stacey from Showbox Coffee, my go -to in Manly. If you're ever in town, that's where you go. All right, now we're cooking.
So this vid is number five in a series about the marketing map. It's a behind the scenes look at what we actually do day to day to generate leads and sign clients in our business. And it's the same map that we use with our clients.
We've talked about lead generation. Now we're in the nurture cycle. And today I want to zoom in to the microwave VSL, the one standalone video for all them all.
So let's start with the facts. Cold leads don't buy, but hot prospects do. And right now your leads are too cold.
By the way, I apologize in advance for any images that this might come. I'm not very good at drawing thermometers. Okay.
We've got three kinds of people. We've got cold, skeptical leads. We've got warm.
curious prospects, and we've got hot primed buyers. Marketing selling to cold leads is hard. If we're talking to cold people, we have to chase them to try to get them to give you time, like book a call or whatever.
And then when we get to the sales side of things, we're convincing them to try to give you money. So we're chasing them to get time, convincing them to get money. And when people get chased, they run.
When they're convinced, they push back. It's a mugs game. It's hard work.
No wonder it's so difficult. So let's flip that. Instead of chasing and convincing cold people, let's get people hot in the first place.
Because when we do that, It's a very different game. Instead of chasing people to get them to give us time, we're being chased by people who have, you know, we're in demand by people who are primed to buy.
That's what we want. And then the sales becomes really easy because instead of convincing, we get to choose. These are the people who've all come to me.
You look good. You look good. You're not quite ready.
And you take the best ones with you. So instead of convincing, we get to choose who you want to work with.
The rest of this video, I'm gonna show you the quickest way on how to do that. You've got way too many people down here and not nearly enough people up here. So the question is, well, how do we heat them up quickly?
Well, you've got two options. Option number one is a little marketing move that . And the crock pot's got three steps.
Number one, throw everything you can at it. Step two, wait a long time. And step three, hope that it comes out okay.
I'm not much of a cook, but that's not my preferred method. I don't have time for that, and nor do you. Then there's option number two, take your lukewarm prospects, until they come out hot, primed and ready to go.
This is much faster. And the easiest way to do it is with one video that's designed to answer that question I asked you at the start. What's the one piece of content you wish that every one of your prospects saw before they saw your offer?
Because selling to cold people is hard, but if we can get the warm ones to watch this video, they can go from warm to hot in just a few minutes. And that's what the VSL does. So let's talk about where this video lives.
where it's pulling people from and where it's taking people to. It's not a lead generation tool. It's a accelerated lead nurture tool.
Its job is to replace all of the emails and all of the stuff that you're supposed to do for a long, long time and just give people like the zap that gets them from warm to hot quickly. And so it sits just before the sales offer, okay? Just before your conversion tool.
In our world, people watch this and then for us, they will read the offer doc and find out how Black Belt works. If you don't sell with a doc, but you sell with a call, From here, they'll schedule their call to talk to you or your sales team.
Okay. So it's the last step and his job is to go. It makes sales easy because it's done all of the convincing for you.
So that's where it takes people to after they've watched this thing. Where do people come from? Well, in our world, they come from watching other videos like this one that you're watching right now.
Each week I'll shoot a vid and at the end of those vids, usually I'll say, Hey, if you want to know, you know, whatever the next thing is. Watch this video and I'll show you how to do it. If YouTube's not a core part of your process, that's okay.
Just think that its job is the step before the last step in your sales process. So if you book sales calls, maybe it lives on a page with a headline and underneath is the place where they can schedule their call with you. The thing I love most about this is it's an evergreen asset.
I was chatting with Ryan Dice a little while ago. He's talking a lot about all of the marketing tasks that we do, you know, like write an email and send it. Build a page.
and publish it, record another video. They're all jobs to do. But what's cool is if instead of doing tasks, we build an asset and the asset works for you every day, every asset we build is one less manual job you need to do.
That's why it's so epic. So now that you know where the video fits and where it takes people to, let's build one for you. So we're going to cook on Microwave VSL.
The first thing we need is one of the ingredients. We can lay them all out on the sturdy kitchen bench here. ready to slice and dice and cook with.
Once you've got the ingredients, then it's a question of assembling them in the right order. Let me give you the pieces right now. I am way over sugar and caffeinated right now.
There are seven ingredients. The first one is the person. When I talk about the person, I'm not just talking about like a one sentence description of the avatar.
Go deep. Yes, who are they? But what stage of...
of growth are they at? Are they just beginning? Are they really advanced?
Are they like capped out and burnt out? What's unique about your market's personality? Are they like super creative and want to be free or are they like systems and structure?
What's their dream, their aspiration? Where are they stuck? What's the secret fear that they won't share with anybody else?
And knowing all this stuff, if it's relevant, you can tell parts of your story and show them that your story and their story overlap so they believe you and trust you on the journey. Next, we've got their problem. So for the problem, What's the hope that they started off with?
Oh man, wouldn't it be great if one day I could blah. But where are they at today? That's the second part, their current daily reality.
And then what are the painful daily moments that you can point out? Specifically, they're like, holy crap, it's like they've been secretly watching me. Because once we can pinpoint their situation, then it's easy to unpack the frustrations that are associated with.
Step three, the poison. In the poison, it's important to understand that most of your market has already been watching others or hired a coach before. And they've been given some bad advice.
So we want to go. what's the bad medicine that the rest of the industry is giving them? Then what's wrong with it?
What should they do instead? Which lets them off the hook. We get to blame shift from, it's not all your fault.
You just got given some bad advice, which makes them open to receiving a new better way from you. Step four, your philosophy. It's really important.
And it gives you an opportunity to out position the rest of the industry by showing that you're different. There's two tools we're going to use here, your mission, and then we tie your mission to their results. I was thinking this morning about Hormozy back in his gym launch days.
And his mission was to take the gym industry from its knees to its feet. So we show them your mission and then let them know that they deserve a way to get the results they're after without having to do the stuff that they've been told they have to do and the stuff they don't want to do. That the results they want are possible for them.
Step five is your plan. It's a simple description of how you get all of these results that you've just been promising. We do it with a magic model and it takes people on a hero's journey.
We start with the dream come true, the result that they've been hoping for. And we show them the three core obstacles which are holding them back. Then the three core milestones, the steps along the journey to get there.
For us, that's leads every day, sales every week, and clients who stay for years. They're the three core steps. And then the missions, the how -to, the levers or the projects that you run with your clients.
We unpack that in a simple model called the magic model, and it shows people the plan. And when they can see it, they go, ho! This person's not just got a plan, but they've done it before.
They seem pretty confident about it. I can see that if I did those things, I get the outcomes they've been talking about. The plan is mission critical.
Step six is the proof. This is just showing that the stuff works for people just like them. And so when we build out the proof, we start with a big fat list and then we sprinkle it liberally across the video in a couple of key places.
So first, you can have a quick stack, like a quick pop, pop, pop, pop, pop, quick victories that you can mention right at the start. Then we want to deliberately... and intentionally handle the two or three biggest objections, money and time, maybe partner is the third.
And then we want one core proof element for each of the sides of your magic model. That way they don't just think they're smart, they think it works and it could work for me. And the last piece that your audience will see in this microwave is the prize.
So when we break down the prize, there's a few key pieces. The first thing is we need to name the next step. If the next step is booking a call with you, tell us what the call's called and it's not called a sales call with me, okay?
What's it called? And then bullet the benefits. Let me know what actually happens.
You can't ask a prospect to take an action that they haven't first imagined themselves taking in their head. And so our job is to paint the picture of exactly what's gonna happen. So we're gonna jump on this call and it's 15 minutes or it's 30 minutes, whatever it is.
And this and this and the other thing happens. If you're getting them to read the doc, let them know what the doc is and what they're gonna get out of it. Next up, you gotta make it safe.
Let's pretend it's a call because this is probably a more relevant example. When you jump on this call, we're going to do these bullets. And at the end, you're going to leave with a three -step plan that you can go implement.
And you'll have two options. You can implement the plan on your own. Or if you'd like some help, we can chat about us helping you implement the thing.
But either way, you'll walk away with a crystal clear plan that you can use to take your blank to the next level. And the last step is to tell people exactly what to do next. So down below, you'll see a link to my calendar.
Find a time that suits you. Book that. And I'll send you a confirmation text.
I want you to reply to that so that I know that you're not just some random bot or a weirdo from Russia on the internet. By the way, shout out to all my weirdos from Russia. So those are the seven ingredients of a microwave VSL.
If you want to see one in action, the link to ours, it's called the Mean Dollar Plan, is in the description below. And the next video in this series is on long form video. So you can get people binging your content like I'm doing here with you right now.
That video is up there. Enjoy.
The Hook
The bait, then the rug-pull.
He opens with a single question: if every prospect watched exactly one piece of content before your offer, what would it be? His answer is a video he shot eighteen months ago that still closes 30% of his new clients today.
Named ideas worth stealing.
05:26model
The Microwave VSL — 7 ingredients
- Person
- Problem
- Poison
- Philosophy
- Plan
- Proof
- Prize
A named structure for a single pre-sale video: who the viewer is, what they're facing, the bad advice they've already gotten, why your approach is different, what the plan looks like, why it's credible, and exactly what to do next.
Steal forany pre-sale page, VSL, or long-form offer video that needs to do the convincing before a call
01:27list
Cold / Warm / Hot lead ladder
- Cold, skeptical leads
- Warm, curious prospects
- Hot, primed buyers
A simple temperature model for where a lead sits before an offer is presented, used to argue that the real job of marketing is moving people up the ladder, not chasing cold leads.
Steal fordiagnosing where a funnel is actually losing conversions
07:28model
The Magic Model
- Dream result
- Core obstacles
- Core milestones
- The how-to / levers
A hero's-journey structure for presenting a plan: state the result the prospect wants, name the obstacles in the way, then the milestones that get them there, then the specific levers used at each milestone.
Steal forthe 'plan' section of any sales page or VSL
How they asked for the click.
VERBAL ASK
09:56link
“the link to ours, it's called the Mean Dollar Plan, is in the description below. And the next video in this series is on long form video.”
Soft, resource-based close rather than a hard pitch: points to a worked VSL example and the next video in the series, both linked in the description, no on-screen or spoken price or booking push.
MENTIONED ON CAMERA
FROM THE DESCRIPTION
OTHER LINKSAlso linked in the description.
Visual structure at a glance.
