1:49:56Laurel Portié · Live Group Coaching Call
The 7 Day Content Flywheel
A live Zoom coaching call where Laurel Portié draws her five-ad content ecosystem on an iPad and fields two hours of client questions about it.
October 6th 2025The argument in one line.
Micro-budget video ads that speak to one narrow problem at a time out-earn viral content, because the ad platform's matching systems reward specificity and watch time far more than likes, comments, or reach.
Read if. Skip if.
READ IF YOU ARE…
- You run or are considering small-budget video ads for a coaching, consulting, or service business and want a repeatable system instead of one-off campaigns.
- You already have a proven process or set of steps you teach clients and want to turn that into ad creative without hiring a scriptwriter.
- You've noticed organic reach declining and want a framework for reading ad metrics beyond likes and comments.
- You're confused by algorithm changes and want a mental model for why some low-view ads outperform high-view ones.
SKIP IF…
- You run a pure e-commerce or DTC ad account with no lead-generation funnel behind it.
- You want a course on bid strategy, campaign budget optimization, or Advantage+ setup rather than creative and messaging.
- You're looking for a scripted, done-for-you video product rather than recording your own talking-head content.
The full version, fast.
The training argues that chasing views and comments is the wrong scoreboard for lead-generating video ads; the right one is watch time, because the ad platform's matching systems (nicknamed Gem, Lattice, Andromeda, and Utis) route content to viewers based on how long people watch and how narrowly a video targets one problem, not on likes or reach. The core mechanism is a "content bible": every proven step in a business's process becomes one video, scored on a resonance formula (demonstrated expertise divided by abstraction plus assumption) before it's published. Practically, that means running many single-problem videos in one campaign instead of one broad video, tracking cost-per-25%-view against a weekly lead target, and leaving proven videos untouched for years rather than refreshing them out of boredom. A real client case shows a fixed $500/month budget compounding from zero to $25,700/month in revenue over one year using only this approach.
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00:00 – 04:43
01 · Cold Open: Mastermind Pitch
Housekeeping and a pitch for an open spot in Laurel's paid mastermind before the training itself begins.
04:43 – 07:30
02 · The Student Who Quit Too Early
A student nearly gave up on his ad strategy after getting zero comments and zero DMs, missing that one of his videos held 79% of viewers to the end.
07:30 – 16:00
03 · The Why: Business Owner vs. Influencer
Reframes the goal as clients, not views; introduces the invisible list and why followers no longer predict revenue.
16:00 – 28:21
04 · The Algorithm's Four Systems: Gem, Lattice, Andromeda, Utis
Breaks down the four systems she says drive Meta's ad matching: one connects organic and paid, one tracks watch time over weeks, one matches content to viewers, and one grades whether viewers actually wanted what they saw.
28:21 – 36:24
05 · Why You Need Many Videos
One video only reaches one slice of an audience; using the Oprah's-audience example, argues for many narrow-problem videos instead of one broad one, plus a keyword-hook comparison.
36:24 – 39:54
06 · Guardrails: Targeting Early, Letting Go Later
Manual targeting matters most while the algorithm has little data; once ~500 actions accumulate, open targeting performs as well or better.
39:54 – 52:44
07 · Where Your Content Comes From: The Content Bible and the AI Risk Rule
Turns a business's existing proven process into a content bible, defines value bombs, and lays out when AI-generated content is safe to use versus when it costs trust.
52:44 – 1:02:51
08 · Building The Video: The 9-Step Framework and the Resonance Equation
A hook-promise-value-credibility framework for structuring a video without scripting it, plus a 1-10 resonance formula for scoring expertise, abstraction, and assumption before publishing.
1:02:51 – 1:09:13
09 · Value Bombs and Pipeline Equity
When a giveaway helps versus hurts, the phantom-bomb shortcut, and the 75/25 goodwill-to-ask ratio that keeps content from feeling like a sales pitch.
1:09:13 – 1:13:55
10 · Launching It: One Campaign, One Video Per Ad Set
The actual campaign structure: one ad set per video inside a single campaign, with copy built from the same three lines used in the video.
1:13:55 – 1:23:36
11 · Reading Your Metrics
How to set a max cost-per-25%-view from a weekly budget and lead target, and why the ratio of 25%-to-95% viewers matters more than raw cost.
1:23:36 – 1:35:16
12 · Leave It Alone: Power Content as a Fixture
Why proven ads should run for years unchanged, illustrated by a client's year-long $500/month budget compounding to $25,700/month in revenue.
1:35:16 – 1:49:54
13 · Live Q&A: Three Real Businesses
Laurel applies the system live to a dance studio owner, a $7-program member optimizing her invisible list, and an e-commerce direct-mail offer.
Lines worth screenshotting.
- Chasing views hurts lead generation: broad content that everyone can relate to gets watched by everyone and bought by almost no one, while a narrow, specific video gets fewer views but far more buyers.
- Watching 25% of a video functions as opting into an invisible list, and a list built this way is treated as more valuable than a paid email list of the same size, because everyone on it has already proven interest.
- A video that holds 79% of its viewers to the end is outperforming, even with zero comments and zero DMs, because comments are not the metric that predicts buyers, completion rate is.
- The ad platform generally needs at least 500 completed actions on a piece of content before it has enough data to start optimizing distribution for it.
- One video only ever reaches one slice of an audience, so a single 'perfect' ad plateaus, while five to twenty videos, each aimed at one narrow problem, each get routed to a different slice of the same audience.
- A curiosity-driven hook that doesn't contain the offer's actual keywords brings clicks from people who wanted the curiosity, not the offer, so they never buy.
- Followers and reach are vanity metrics now: a brand-new account with zero followers can reach as many people as an account with a million, because distribution runs on content-to-viewer matching, not audience size.
- The more a viewer stands to lose by acting on bad advice (health, fertility, finances, business coaching), the more they need to see real, demonstrated expertise rather than generic or AI-generated content, because trust becomes the differentiator as AI floods the feed with polished, interchangeable video.
- A resonance score (demonstrated expertise divided by abstraction plus assumption) can grade a piece of content 1-10 before it's ever published, and a score below roughly 3 signals content that needs a rewrite before launch.
- A giveaway only counts as a genuine goodwill asset if it's ungated (no email required) and completable inside about 10 minutes; anything bigger functions as a lead magnet, not goodwill.
- A promised free resource doesn't need to exist yet if most people who ask for it turn out not to need it once a single diagnostic question is asked first.
- Once a piece of content is proven, treating it as a permanent fixture, left running unchanged for years, outperforms retiring it out of personal boredom.
- One client held a fixed $500/month ad budget for a year while monthly revenue compounded from $0 to $25,700, using nothing but video ads and organic retargeting of people who had watched them.
- Phrasing a call-to-action as 'drop a line below' instead of literally asking for a 'comment' can avoid a platform's engagement-bait penalty while producing the same viewer behavior.
Micro-Budget Video Ads That Build a List Instead of Chasing Views
WHAT TO LEARN
One narrow-problem video ad at a time, scored for real expertise and specificity rather than virality, compounds into a self-building lead list far more reliably than chasing views, comments, or follower count.
02The Student Who Quit Too Early
- A video can be working even with zero comments and zero DMs; the metric that actually indicates success is how far people watch, not whether they engage publicly.
- One video holding 79% of its viewers to the end is a strong result on its own, regardless of what it produced in comments or replies.
03The Why: Business Owner vs. Influencer
- Reframing social platforms around 'getting clients' instead of 'getting views' changes which metrics are worth tracking: engagement rate and completion, not follower count or reach.
- Roughly 97-98% of any audience isn't ready to buy at a given moment, so content built to nurture that majority, rather than pitch the ready-to-buy few, still catches buyers as a byproduct.
- A large following isn't required to compete: a brand-new account can reach as many people as one with a million followers, because reach depends on content-to-viewer matching, not audience size.
04The Algorithm's Four Systems: Gem, Lattice, Andromeda, Utis
- Organic and paid content are read by the same underlying system, so regular organic posting can improve how paid ads perform, and the reverse is also true.
- Watch-time and engagement are tracked per person over weeks and months, so a new content push won't show results in a week or two purely because the system hasn't finished building a profile of who responds to it.
- Generic or broad content earns a negative quality signal that suppresses future reach, so producing content for 'everyone' performs worse than content built for one narrow group.
05Why You Need Many Videos
- A single ad, no matter how well it performs, only ever reaches one slice of an audience; several ads, each addressing a different narrow problem, are needed to reach the rest.
- A hook works when its literal wording matches the exact keywords a warm, motivated viewer would use, rather than a broad curiosity tease with no relevant keywords in it.
- The same ad budget can be split across several single-problem videos instead of concentrated in one, trading a slower per-video ramp for broader audience coverage.
06Guardrails: Targeting Early, Letting Go Later
- Manual audience targeting is most valuable early, before a platform has enough data on an account; as data accumulates, targeting can be loosened without losing performance.
- A platform generally needs a minimum volume of completed actions, roughly 500, on a piece of content before it has enough signal to start optimizing it, so judging performance before that threshold is premature.
- Constantly changing an audience, niche, or message resets the data a platform has collected, which is a common, avoidable reason ad performance stalls.
07Where Your Content Comes From: The Content Bible and the AI Risk Rule
- Every piece of a business's proven process, the problem it solves, the steps, a resource, maps directly onto one video: the hook, the body, and the giveaway, which removes 'what do I post' as an ongoing decision.
- A free giveaway only counts as genuine goodwill content if it's ungated and completable within about 10 minutes; anything bigger functions as a lead magnet, not goodwill.
- AI-generated or faceless content is safest for low-stakes topics and riskiest for high-stakes ones, because the more a viewer stands to lose by acting on bad advice, the more they need to see a real, demonstrated source of expertise.
08Building The Video: The 9-Step Framework and the Resonance Equation
- A repeatable video framework works better as a set of beats to hit than a word-for-word script, especially for someone with real expertise in the topic.
- If a video runs long, the fix is usually to narrow it to one step of a process broken into three sub-steps, rather than compressing multiple process steps into a single video.
- Content can be scored before publishing on three 1-10 scales, how much real expertise it shows, how easily a competitor could copy the wording, and how much prior knowledge it assumes, and low expertise or high assumption scores predict a video that won't resonate.
09Value Bombs and Pipeline Equity
- A giveaway's only job is to start a conversation, not solve the whole problem; giving away too much works against getting someone into a conversation.
- A promised free resource doesn't need to exist yet if most people who ask for it turn out not to need it once a diagnostic question is asked first.
- Roughly three-quarters of a business's content should be pure goodwill with no ask attached; ask-driven content only works if the goodwill balance built up first is large enough to spend.
- Phrasing a call-to-action as 'drop a line below' instead of literally asking for a 'comment' can avoid a platform's engagement-bait penalty while producing the same viewer behavior.
10Launching It: One Campaign, One Video Per Ad Set
- A single campaign structure, with one video per ad set, is enough for many videos, rather than building a separate campaign per audience or avatar.
11Reading Your Metrics
- A weekly ad budget divided by a weekly lead-volume target gives the maximum affordable cost per lead; spending above that number for the same target means the budget needs to increase or the target needs to come down.
- A video with a high cost-per-lead can still be worth running if a large share of those leads watch all the way to the end, because full-completion viewers convert at a much higher rate than partial viewers.
- The ratio of people who complete 25% of a video to those who complete 95% of it is a better health indicator than the absolute cost of the lead.
- A single week or two of dipped numbers is normal noise, not a signal to change a campaign; judging performance on anything under roughly 7-14 days of data leads to premature changes.
12Leave It Alone: Power Content as a Fixture
- Once content is proven to work, the biggest risk is a creator getting personally bored of it and turning it off, even though most of the audience has never seen it and the underlying metric hasn't declined.
- Slow starts are normal: one case ran two months at zero revenue on a fixed budget before results began compounding, ending the year at many times the account's starting monthly revenue on the same ad spend.
- As a lead list and revenue compound, a business can shift budget away from cold-audience direct-response campaigns and toward feeding the list it has already built, lowering its blended cost per lead over time.
13Live Q&A: Three Real Businesses
- The same list-building approach applies to service and local businesses as much as info products; instruction clips and before/after client results substitute for a formal process breakdown when the offer itself is inherently visual.
- When budget can't support every existing ad angle at once, rotating a fixed subset of angles on and off by quarter preserves each angle's reach without permanently losing any of them.
- A market with a natural ceiling benefits from redirecting a portion of a maxed-out cold-traffic budget toward list-building, to reach newly-eligible members of that niche instead of over-paying to reach the same capped pool.
Terms worth knowing.
- Content Bible
- A structured list of every step in a business's proven process, where each row (the problem it solves, how it works, and a resource) becomes the hook, body, and giveaway of one video.
- Invisible List
- Everyone who has watched at least 25% of one of a business's videos, tracked by the ad platform as an engaged audience even though the business has no visible contact record for them.
- Power Content
- A short, single-problem video ad built to grow the invisible list and demonstrate expertise, not to ask directly for a sale.
- Value Bomb
- A free, ungated deliverable a viewer can act on within about 10 minutes, used to open a sales conversation rather than close one.
- Phantom Bomb
- A promised free resource that doesn't need to be built until someone actually asks for it, since most requesters turn out not to need it once questioned further.
- Resonance Equation
- A scoring formula, demonstrated expertise divided by abstraction plus assumption, used to grade whether a piece of content is specific and credible enough to land with an audience.
- Elevator Buyer Content
- A high-performing video where a large share of the people who start watching also finish it, signaling strong buyer intent rather than just curiosity.
- Conveyor Belt
- An ongoing stream of new organic content used to retarget people already on the invisible list, distinct from the unchanging 'fixture' ads that generate that list in the first place.
- Fixture
- A single ad or piece of content that, once proven to work, is left running unchanged indefinitely instead of being refreshed for novelty.
- Pipeline Equity
- The goodwill balance built by repeatedly giving free value, which gets partially spent every time a post directly asks for a sale.
- Special Ad Category
- A Meta ad-account restriction, applied to categories like credit, employment, housing, and some coaching or financial niches, that limits available audience-targeting options.
Things they pointed at.
1:02:51toolValue bomb / phantom bomb framework
1:22:24channelDan Henry
1:17:03channelAlex Hormozi
24:40channelGary Vaynerchuk ("interest media")
Lines you could clip.
07:00
“This student, literally, he didn't fail. He was just measuring the wrong thing when it came to his power content.”
23:40
“Garbage signal in, garbage matches out.”
25:37
“Followers do not matter anymore.”
50:06
“AI makes the content, but you yourself makes the trust.”
1:22:24
“No webinar funnel, no nothing. Watched videos for three years, sent him a message, wired him 10 grand. I trusted him.”
1:23:46
“Leave it alone. Power content is a fixture.”
1:26:55
“$500 a month, same budget, never changed. Look at this shit compound.”
Word for word.
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metaphoranalogy
Hello, hello, beautiful people. Hopefully everyone is good. Just one quick announcement before I get started.
I had a Momentum student leave me, and I still love her. She's on this call. And so her spot is going to be available.
We do have a event. September 26th at the beach. We unfortunately had to move it from my beach house because we had so many RSVPs.
And so if you are interested in taking part in live events, virtual events, I'm about to add something really cool to Momentum, which are pop -up calls. And if a lot of my momentum students are kind of like me where they're like, I really don't like logging into a platform. Laurel, can you just text me when you're going to go live on Zoom so that I can just hang out?
And so that's what I'm going to be doing. And so lots of cool stuff, because one thing that I have learned, the more time that I spend with students. the more fun we have and the more that community grows and relationships build.
And hopefully you guys are learning something by the way that I put together programs, because that is where everything is going now. Everything is going to that real life relationship building. And so that's what I want to build.
I wanted to build the most affordable mastermind because there's so many people who really need to be in a room with a lot of other smart people. And there's just, Not a lot of affordable real masterminds, right?
We're not calling a Facebook group, a mastermind. Like I'm putting together an actual room where like September 26, we will be in a physical room altogether. We're going old school with my whiteboard and bringing back the whiteboard.
And we're literally just going to roll up our sleeves and just make stuff happen. And so if you want to take that one student spot, just let me know. You get access to a whole bunch of cool stuff.
My mentors also given my Momentum members free access to his 14 month. business operations training that I spent over six figures to get access to. And so he's gifting that to my Momentum students.
So if you want that spot, just let me know and I will hook you up. It comes with four events every single year. It comes with a shit ton of Zoom coaching calls every single month.
And then obviously an accountability club because we've got to do stuff, right? And so every single day I give my students an assignment to do. That's what we're doing.
So I'm going to kick things off today. I've got a nice little slide presentation. I know I typically don't teach using slides, but I wanted to make sure that no stone goes unturned on this one because it is my macro belief that if everyone in the room can just execute what I'm going to teach today, your business will be completely different in just a year.
And notice I'm not saying in 90 days, I'm not saying in 30 days, I'm saying in a year. Why? Because things take time.
And so today I'm going to go over the $5 video ad system that will literally rig the algorithm to bring you clients. Like a lot of people look at the algorithm as this big, scary monster. And I assure you guys, the algorithm has never.
been as easy to use as it is right now. Like the playing field has been leveled. And so if you implement everything that I'm going to show you guys today, I'm actually going to show you guys some new stuff because some of this stuff I had only shared with my private clients, but today I'm going to bring it into the room because I know that there's some people in here that are going to execute this and they're just going to run with it.
And so I'm going to just go ahead and dig in. And like I said, even if you never launch any kind of ad, I'm going to show you guys how to just continuously put out great content and the clients are just going to come.
But you have to structure these ads in a very specific way and you have to have certain elements. And this is where a lot of people are missing the boat. And so hopefully I'm going to fill in the gaps.
of what everyone has been doing. And hopefully everyone on this call has already launched power content. I'm going to show you guys some metrics to look at what you actually should be looking at, because one of the things that I'm finding is a lot of people really don't understand the real purpose and intent of a strategy that is like power content.
OK, so let's actually get into it, because I want to talk about. one of you guys who was wanting to quit the strategy way too early. And so I'm going to pull this.
I pulled this straight from the Ask Laurel thread. And I wanted to really highlight this main mistake because I see so many people making it. OK, so what we're going to do is we're just going to lay everything out.
OK, a lot of you guys get really disappointed. When you're putting out your power content and you're not getting the engagement that you actually want. But what I really want you guys to see is that a lot of you guys are winning and you have no idea.
Okay. So this particular student, he had spent about $140 in his ads and he had posted his metrics. He had sent me a screenshot and he had over 2000 people added to his invisible list.
But he had zero comments. And so he was like, womp, womp, like, you know, I'm paying seven cents for people to be on my invisible list, but I'm getting zero DMs. And someone told me that this strategy will not work for digital products.
And I kind of laugh when people tell me that because what I sell is digital products. So it definitely works, right? Like I am living proof that this works.
But here's the deal. This guy was winning. He just didn't know how to actually read the data because one of his power content videos that he had put out held 79 % of viewers to the end.
And so a lot of you guys are missing the forest for the trees. And so today we're going to go really, really deep on how do we make this strategy work for us? And for some of you guys, you might make a decision today that.
I am just doing this strategy, which by the way, that's me. Like I freaking love this strategy so much. I turned off all of my other ads other than what I'm showing you guys today.
That doesn't mean that nothing else works. I'm just going to show you guys what I'm seeing and where the direction of the market has been going. And we're going to talk a lot about that along the way, because obviously a lot of you guys have probably noticed that People have stopped responding to funnels the way that they used to.
And so we're going to talk a little bit about that. And this is not me saying they don't work. I've got plenty of clients, plenty of clients that are still using the traditional funnels.
I'm just showing you guys a different perspective of why I think that model has kind of diminished in returns for so many people as we go through this, okay?
This student, literally, he didn't fail. He was just measuring the wrong thing when it came to his power content. And so by the end of this workshop, I'm going to show you guys exactly what to look for.
And some of you guys hopefully will probably turn on some of the power content videos that you thought were actually not working. OK, so let's actually understand the why. Why does Laurel love this strategy so much?
Well. I'm glad that you guys asked. Well, at any given point, as a matter of fact, some people will say the percentage is higher.
I'm going to stick with the old golden rule of two to 3 % of people are ready to buy what you have right now. That has been the golden rule for decades. Some internet marketers want to say it's as high as 15%, whatever.
What we're going to do today is we're going to focus on the people who are not yet ready to buy, the 97 to 98%. But here's the deal. What I love about this strategy is you can't necessarily say these people are ready to buy, these people aren't ready to buy.
So what do you think by marketing to the 97 to 98%, what do you think is also going to happen?
some people that are ready to buy are going to fall into our funnel, right? And that's exactly what we want to happen. I'm going to show you guys exactly how that works.
And I'm going to show you guys a compound effect that I've never really shown before outside of my private clients that I think is going to get you guys a little bit more excited about running this strategy, okay? But the first thing that we have to understand is most of us are not influencers, nor do we want to be, right?
What we want to see ourselves as business owners who are using social media to get clients, okay? We're not influencers who want to go viral and do dancing on TikTok.
I don't know about you guys. I don't want to dance on TikTok, nor does that actually bring in clients, by the way, unless you already have a large following and people just want to see me dance on TikTok, right? And so what you want to do is you want to think of yourself as, okay, I'm a business owner.
I need to get in front of more people. That's all we're doing here. Like most of you guys don't have any other problems in your marketing other than you're not getting in front of enough people.
And what I'm handing you guys today is the cheapest way to not only get in front of more people, getting in front of the right people, okay? Because here's the deal, influencers, Yeah, they'll get views, they'll get sponsors, they'll get brand deals.
But by the way, by having an omnipresent strategy like I'm showing you guys, you're going to get those things too. As a matter of fact, most of my speaking gigs that I get come from people who are just seeing my content everywhere. Not just people who are watching my content, because I guarantee all of the people who have had me on stage have probably not watched a lick of my content.
They are just seeing me. So they're like, OK, this girl must know what she's doing. Right.
When you're a business owner, you want to utilize platforms to get clients. You know, I just had this discussion. One of my colleagues who was one of my very first mentors, he posted something the other day on Facebook and he was like, hey, I'm looking for a social media manager.
Can someone help? And so I posted a comment that got a lot of attention by a lot of people that ended up in my messenger. And what I responded to him is, well, what do you want out of your social media manager?
Because there's two different types of social media managers. There's social media managers who have a strategy to get brand awareness, get you in front of people. But then there's also.
social media managers that are trained to get you clients. Which do you want? Because you can say, I have the best social media manager in the world.
This post got 500 likes, but what would you rather 500 likes or a social media manager that will get you five clients? Right? So we have to understand what game we're playing.
I would probably think that most of you guys in the room are here to get clients or am I wrong? Do we just want to go viral? Do you want just everyone watching your videos?
I don't. As a matter of fact, my videos that get the lowest views get me the most clients. And you're going to understand why that happens by the end of this video.
What we want is the right people watching. Influencers are going to tout that they have more views, they have more followers, they have more likes. I'm going to talk about this invisible list that turns into a conveyor belt of ready -to -buy clients at any given time.
Like right now, I could go make one post on my Facebook profile and make $10 ,000. To me, that is a better asset than having 10 ,000 followers, which by the way, none of my social media platforms other than Facebook I don't even have 10 ,000 followers on Instagram.
I've got less than 9 ,000 followers on Instagram. I have 10 ,300 subscribers on YouTube. I do have about 23 ,000 followers on Facebook.
But compared to a lot of people I see, my following is very small. But yet I make way more money than most of those other people because I understand what I'm showing you guys today at a much deeper level. And hopefully by the end of this, you're going to understand it too.
But the main thing I want you guys to walk away with today is we're here to get clients. We're not here to get a ton of views, okay? So there we go.
Views and conversions are completely opposite, right? Things that go viral are typically broad where everyone can relate. High views, low clients.
On the other hand, specific, one problem, one buyer gets low views, but gets me a lot of clients. Right. And so I would even say that going viral hurts my business.
That's just my own opinion and my own experience. I freaking hate when my videos go viral because then I got to rewash my audience to ensure that the right people are watching my content. I freaking hate it.
It is a mess. And so whenever I have people who become clients and they're doing these viral strategies. And they're not understanding why their following isn't turning into money.
I have a lot of work to do because I have to do something that's called rewashing their list. And it simply just looks like this. I basically take all of their video engagement and I run it through the videos that I'm going to show you guys how to do today.
. And so it's just one extra step. And so that's why I hate when my videos go viral because I got to go back to the top and sift it out.
Right? So, that's why I love getting views, but I always want to make sure that I'm getting the right one. Because here's the deal, right?
If you watch 25 % of one of my videos, you're on something that I call an invisible list. Now, all of us sitting in the room right now, we have two different types of lists. We've got a physical list.
My physical list is about a little over 25 ,000 people who've bought the $7 program. Over 25 ,000 is even hard to like even say that. That's crazy.
My seven -year -old program that was about to turn eight years old. It's old. Like it's been around for a while.
But you know what I'm more excited about? My list of 2 million people who've watched at least 25 % of one of my videos, okay? So that's what I get excited about because here's the deal.
look at how many people bought my $7 program and look at how many people are sitting in this room right now. I guarantee you the people that are sitting in this room are the people that have been engaging with my content. The people who engage with my content make better clients.
People who just buy off of a checkout page, sometimes they end up good, but most of the time they're just bouncing around. That's why I love this strategy so much. But how do we make this strategy work?
Because, Laurel, I have heard this big bad term called Andromeda, right? Everyone made Andromeda out to be the monster. Andromeda ruined my ads.
Andromeda did this. Andromeda didn't do anything, y 'all. People just don't know how to utilize Andromeda.
And I'm going to show you guys in this workshop right now, okay? Because here's the missing... piece.
How many of you guys have heard, let me know in the chat, how many of you guys have heard that Andromeda wants a shit ton of content? How many of you guys heard that? It wants a ton of variations.
It wants a ton of stuff, right? That's the thing that everyone's been saying. That is only half true, okay?
Andromeda does want more content, but it doesn't just want more content. It wants more specific content.
Okay. So how does this actually break down? Well, in order to understand how Andromeda works, you first have to understand Jim and you have to understand Lattice.
Why? Because those are the two machines that are feeding Andromeda, okay? So let's actually go through each of these.
So Jim, think of it as the brain, okay? What Jim does is it connects your organic content with your paid, and it gives the algorithm one clear picture of what this is about. So I believe...
that Facebook has been doing this far longer than what we know now. Because years ago, when I did agency services for my private clients, I noticed a trend, but no one wanted to listen to me because none of my clients wanted to hear it. I kept telling them, look, I am noticing that all of my clients who are regularly doing organic content, their ads perform better.
But no one wanted to hear that. They were just like, keep throwing. I'm like, that's cool.
But I literally have a shit ton of clients over here who are in the same space as you, yet their ads are outperforming yours. I have a feeling if you did more organic content, your ads would do better. And so now that I'm seeing how the algorithm was actually built, I'm like, that was the beginning of Facebook starting to build this in.
OK, so Jim is built to connect your organic content and your paid content to one picture. We hear this all the time. Gary Vee has been talking about Alex Harmozy.
All of the big influencers have been talking about how there's no real difference now between paid and organic. Facebook just looks at both of them as content. What have I been saying before?
Where are my rock star students? What I've been saying for years? Paid ads are just organic content with money on it.
And organic content is just free ads. We've been saying this for a long time, right? And so now everyone is just catching up to the party, which is great.
So gym is the brain. It's looking at your organic and your paid content and it's painting a picture. Then what Lattice comes in and does is it takes a look at how long people are engaging with those pieces of content.
Sound familiar? 25 % views, right? Ring a bell.
So Lattice is the one that's tracking that. Lattice is noticing how long people are spending time watching videos and reading posts. Then it sends those two signals to Mr.
Andromeda. So in order to understand and rig Andromeda to win, you have to understand what Jim and Lattice actually want. And that's what we're going to talk about today.
And we're going to spend a lot of time talking about it. Now, this last one, Udis, this is the little guy that is going to say, well, I showed this piece of content to this person and they did not like it. And so it's going to give you a scorecard.
It's either going to give you a thumbs up or a thumbs down. And what do you think happens when you get a thumbs down? The algorithm starts ranking your content lower and lower.
We want to avoid that at all costs. How do we connect this to the big thing that's happening online right now? Well, if you have been marketing to a broad audience, if you have been marketing to a broad problem, Unis has probably demoted your content because Andromeda doesn't know who to show your content to.
And therefore, they're hiding your ads. They're clicking off of your content. And so that's telling the algorithm that you're not very interesting.
Right. And so this is how this algorithm works. And so if you can understand the signals to give Jim that get people to watch your content longer, it gives Andromeda the right signals so that you just scores you a thumbs up.
That's what we're looking for. That's what we're going to do. Make sense.
Everyone's still alive today. Guys are real quiet.
All right. So again, just a quick recap. Jim, the brain, connects your ads and organic content into one picture.
So what does it mean? Well, organic and paid are one conversation, and that's why we boost post. All of a sudden now, Laurel's not so crazy anymore, right?
Now the algorithm, I should just say the algorithm loves me so much it built itself to work with my strategy. But honestly, it's just, it's a strategy that's just worked over time. Right?
Lattice is the framework. It's going to track each person's journey for weeks and months. And what it means for you, well, nothing happening in a week or two is still because it's building the picture.
And I'm going to show you guys what numbers actually look like from someone who was starting out to a year. I pulled data from one of my clients who literally started from zero. So I'm going to show you guys how this actually worked over the last year.
Andromeda is the matchmaker. It's going to read your actual content. It's going to find the people who watch.
Your content is the targeting. Okay? You're going to hear me say that a lot.
Your content is the targeting. And then UDIS is just going to be the quality control. It's going to ask its users, how well does this match your interest?
Generic and clickbait is going to get buried. Engagement isn't the great. Like, I heard a whole bunch of the bros, the viral bros, that love doing shit posts and all of that stuff.
They're like, like, have you noticed how less engagement those types of posts are getting now? Like, and it's so funny to watch their little heads implode because now it's like, okay, cool. You rigged the game for like years with the shit posts, but now the algorithm doesn't want that.
Facebook doesn't want that. And this doesn't matter whether you're spending $5 or $5 ,000. Garbage signal in, garbage matches out.
So it doesn't matter how much you're spending. Facebook don't care. And by the way, whether you're looking at YouTube or TikTok, the algorithms have been working like this for a very long time, much longer than Meta.
YouTube and TikTok are far ahead of Meta when it comes to this stuff. But now Meta is just as good. As a matter of fact, my wife can hardly surprise me with a gift anymore because as soon as she goes and buys it from Amazon, I start getting ads for a very specific thing.
That's Andromeda. And that's how fast it works. OK, that's how fast it works.
And so a lot of people are like, well, I'm spending all of this money. It doesn't matter. The new algorithm doesn't care whether it's organic or paid.
Like Gary Vee put it the other day. He did a really great presentation where he was talking about it is no longer social media. It is now interest media.
Right. Like. If I start a brand new channel, like let's say I start a brand new Instagram.
I'm looking at, let's see, I'm looking at Ms. Dina over here, the queen of photography, right? She can have a million followers on her Instagram.
She can post something and I could post something and I have zero followers. And guess what? I have just as good of a chance of going viral.
as Miss Dina with a million followers. That is the level of the playing field that we have right now. And so if you're caught up on followers, guys, followers don't matter anymore.
What does matter is engagement rate. Like you can go to my Instagram right now. I've got less than 9 ,000 followers.
If you go to people who have accounts that are much bigger than mine, 300 ,000, 400 ,000, and you compare their engagement rate to mine, I guarantee you most of the time mine is better. Followers do not matter anymore. Yep, just like Safrina says, it is just a vanity metric at this point.
That is why, have you guys heard of the new thing called clipping? That is why all of these new channels are popping up. Clipping works because of the new algorithm.
You can create five Instagram channels and launch them with very little followers and it's still gonna increase your reach. That's why this kind of tactic has become popular. Because it's super easy, okay?
So I want you guys to take a look at these two pieces of video. I want to show you guys in real, like a real example of the difference of what Andromeda actually wants. So if you take a look at the ad on the left, right?
Ad on the left says $3 and $8 sales with cold traffic and can scale. Here's my process I use to create ad angles that see less diminishing returns. That's not bad.
It's sending a couple of signals to Jim. And if people watch it for a certain time, it's going to drive some signals to Lattice, right? But if I go to the ad on the right -hand side, webinar stopped converting.
Here's how I used a $5 ad to revive a dead webinar funnel. Which one is sending more signals to Jim? The one on the left or the one on the right?
On the right. Yeah. You guys see that though, right?
The one on the left, it's telling Andromeda, show this video in front of people who are running ads, which are great. It's a little bit broad, but if I want to go super specific and go after my ideal clients, webinar stop converting. Webinar is a keyword.
Converting is a keyword. $5 ad is a keyword. Funnel is a keyword.
Y 'all see how many keywords I got in there that's telling the algorithm exactly who to go find? The one on the left, they might bring me people in e -commerce. They might bring me people who aren't not ready for my sophisticated strategy.
So the keywords are just the words in the ad. We're not putting any keywords anywhere other than in the copy and in the video.
What I always tell my students to do is think about five to ten keywords that would tell Andromeda exactly who to go find and write it in every single piece of ad copy that you do. Put it in all of your landing pages. Right?
Okay. This is the big one right here. Because this is the one that I kind of get a lot of pushback on.
Laurel, why the heck do we need so many videos? Okay. Here's why things like the everlasting ad and all of these single ad strategies have kind of filtered out.
Okay. If we take a look at this yellow circle, that's going to represent all of Oprah's audience, all of Oprah's audience. Let's just say I'm only running two ads, P1 and P2.
That leaves a lot of audience to exploit, right? How many of you guys have ever ran an ad and you're like, I'm targeting someone who's in a pool of 2 million people, but Facebook's only showing it to like 50 ,000 people. My frequency is getting up.
How do I show it to more people? The algorithm is built to match the right piece of content to the right person. So if we want to exploit an entire pocket of people, and I say exploit in a good way, not in a bad way, but if we want to exploit that entire pocket of people, what do we need to do?
We need to create more ads that talk to more specific people. Because if Oprah, let's just say Oprah is creating an offer, a new diet, and she says you can eat all the bread you want and you're going to lose X amount of pounds, right? There's going to be different people in her audience that's going to respond to different signals of that same offer.
Make sense? So, for example, if Oprah is doing this bread diet, right, she's going to have women over 40 who are going through perimenopause. There's going to be several problems that women in perimenopause are going to have when it comes to losing weight.
There's also going to be a part of her audience that's over 50 that are going through menopause, which is a whole other set of different problems when it comes to losing weight. Then she's got the young women who are CEOs and want to be boss women like Oprah. And they're like, well, my my dress shirts aren't fitting in the boardroom as comfortable as I want.
Right. That's going to be a whole other set of problems. But do you guys see how there's so many different problems in one specific pocket of people?
Right? Does that make sense? Yeah.
Like, let's see. Carlos just asked a really great question. So we must also shift from curiosity -driven hooks to more specific.
Curiosity hooks are the worst thing you can do unless it is given the right signal. Make sense? Curiosity.
You don't want anyone clicking for curiosity. You want people clicking for intent. I'm going to say that one more time.
You want people clicking. for intent. Now, I'm not saying that curiosity -based hooks don't work.
They do if you're using the keywords, right? Because if I go back to this, this is a curiosity -based hook. Webinar stop converting.
Here's how I used a $5 ad to revive a dead webinar funnel. Hooks are built to be curiosity -driven, right? But I'm giving the algorithm the right signal.
Does that make sense, Carlos? Like we want to write curiosity driven hooks, but we don't want to do curiosity hooks that don't give the right signal. Like a lot of people say, well, like I look at people who use clips of TV shows or are funny memes as their ads.
And they're like, well, I have a high click through rate, but no one's buying my thing. And I'm like, well, no, people are clicking on your ad to watch the funny thing, the funny TV clip. They don't give a shit about your offer.
You used a curiosity -driven piece of content that had nothing to do with what you're doing. And YouTube has been doing this for a very long time, and that's why YouTube wants your thumbnail to align with your video.
And there's one thing that I learned at a recent mastermind, because power content, what we're talking about today, you can put it on any platform. any platform. And it's really interesting.
I was at an event and someone was teaching YouTube thumbnails. And they put up two different thumbnails. And one of them was a nicely polished thumbnail.
And then the other one was kind of the thumbnails like I do, like my Zoom recording. Half the time, I don't even put a thumbnail. Like you can tell this video is about a Zoom recording.
And he was like, the best thing that you can do is match your thumbnail with the video quality. He's like, because here's what, here's what happens.
If you put a nice polished thumbnail on a zoom recording, a lot of times the click through rate, the bounce rate is much higher because when people see nice polish, they think nice polish video on the other side. And so he's like the bet. And cause he was looking at my YouTube channel and he's like, you're actually doing it right.
He's like, you see how you don't have any thumbnails here. He's like, viewer knows this is a Zoom recording.
So when they click, they're not disappointed that it's a Zoom recording, right? And so all of these things are things that we need to be aware of that actually help our content get seen. A lot of people try to hide the imperfections of content when really, we should be celebrating the imperfections of our content.
I'm going to talk about that here in a little bit, okay? So what can we take away from what we just talked about? Well, if you're only putting out one piece of video, you're going to reach a much smaller audience than if you put out five.
Or if you're like me, go balls to the wall and put out 20. Right. And we're going to talk about how to put together the content and all of that, because a lot of you guys already have this content.
OK, so and we don't need separate campaigns for this. As a matter of fact, I'm going to show you guys how I'm running a campaign for one of my clients. And I freaking love it so much.
But that's how I'm running it in my backup ad account. And I'm like, holy crap, I love it. So you don't need separate campaigns.
What you might think, I need separate campaigns for different avatars. But what's actually true is if you use the same campaign, Andromeda is gonna route each video to the right person. It's gonna route it.
It knows that this person watched this video. I'm gonna show them this next video. I'm gonna show you guys what that actually looks like in real time.
What you might think, my advanced content will confuse my beginners. It's not going to reach them. Andromeda already knows.
I need to post these in certain order. Nope. Each video is going to find its own way to its own people.
One good video should be enough. Well, if you're only trying to solve one problem, I guess that would be okay. My audience is too small.
Your video is specific, and that's the point. That's what we want. So what number tells you if you're spread too thin?
Right. And so if your situation is five dollars a day, one video. You can put all five dollars on it.
It's still going to be one more video than your competitors are doing. But you can take that same budget and do a dollar a day and put five videos on it. You can literally split this budget however you want.
Like I've got students who run their power content. They run their seven pieces of power content and they just have a dollar a day. Now, I'll show you guys what that actually looks like.
It's going to be a little bit slower, but you're giving more opportunities for Andromeda to go find more people. The only thing I tell my students is be responsible. Know what your budget is.
Don't ever spend more money on ads. And please, please, please don't go put it on credit that is going to put you at risk. Right?
Spend it however you want. If you only have $5 a day to spend, you've got a couple of different choices. And this is where I want you guys to start critically thinking your way through this.
If I only have $5 a day to spend, I can do it several ways. I can put $5 all on one video, put all my marbles in one. I can split it up, put $2 here, $2 in this other one.
Or I could put... five videos out with a dollar. You got to just do what your budget allows.
There is no set number, right? You just have to know what your budget is. And I'm going to actually show you guys one of my students who literally started with zero in a $500 a month budget.
And I'm going to show you guys how we were able to get her to $25 ,000 without ever raising her $500 budget. Who wants to see that? That's coming.
I'm going to show you guys exactly what we're going to do. A lot of people have been asking about targeting. Let's take a look at the guardrails, okay?
Here's the rule. Yes, the algorithm has gotten smarter, but we still want to use the tools that we have to our advantage, okay? We still want to use tools that we have to our advantage, okay?
So like, if you think about this, from a way of like, let's just say teaching a new driver, right? You start in an empty parking lot and there's cones everywhere, right?
A year later, there's no cones. Why? Because we've learned all of the different maneuvers.
In the beginning, if we can, we want to give Facebook and Meta some guardrails to use if we have access to it, okay? Here's the thing. People...
panic when they're like special ad category. I've got two businesses that I own who are in the special ads category. We use my ecosystem and it has bothered us zero.
Andromeda knows exactly who to go find. It just takes a little bit longer. But if you can use some targeting, use it to your advantage.
It's like guardrails, especially if you have no data. But once Facebook realizes who your audience is and your audience pool has gotten bigger.
You can let it go open targeting and it's still going to find the right people. Why? Because it's got data.
The more it learns, the better it gets. And a lot of you guys are just not giving Facebook enough time to actually learn, right? You have to think about this.
Facebook optimizes video views based on through plays. What are the number of actions that Facebook needs in order to optimize? At least 500.
So if your through plays haven't reached at least 500, it hasn't even begun to optimize because it doesn't have data. And so this is why a lot of you guys are just not letting things run long enough for Facebook to learn anything. You're stopping and starting, stopping and starting.
You're changing your niche. You're changing your messaging. That is the fastest way to lose with ads, honestly.
Like the best thing that you can do is stay the course, stay consistent, stay with your avatar, and Facebook's going to learn pretty fast. But what messes it up is whenever we're putting out content that doesn't align with the content that we've been using. So where does this content come from?
Well, this is one of my new favorite things to teach. Before anyone buys, everyone needs to see two things. If you are having issues with your content, this is the part of the program where you need to take some notes because I'm about to tell you everything that's wrong with your with your content right now.
And I'm going to help. I'm going to teach you a little equation to score it. OK, so before anyone buys, honestly, all of our prospects are looking for two things and two things only.
One, they're looking for demonstrated expertise. Do you actually know what you're talking about? Not because you said so, but because they watched you walk through their problem.
Demonstrated expertise is not copying someone else's how -to video. That is not demonstrated expertise. Like if someone just watches my video, here's how to launch a $5 ad, that shows zero demonstrated expertise.
That just proves that you know how to memorize someone else's script. But if I do a video and I open up the ads manager and I show people how to put together a $5 ad and I show results, that is demonstrated expertise. That is what people are looking for.
The second thing. And this is the big one, guys. And I have a shortcut for you guys, okay?
I have a shortcut for you guys. They are looking to ensure that you have a proven repeatable process along with frameworks that are easy for them to follow.
Which brings me to y 'all's favorite exercise. Where do we get all of this proven repeatable process? How do we figure out what our proven repeatable process is?
How do we figure out what our easy to follow frameworks are? Yes, look at my people. I love y 'all.
I love y 'all so much. The content Bible. And by the way, I'm going to be very generous today.
My Momentum students have already been gifted this wonderful gift. I have a very spicy prompt that will help you put together the most in -depth content Bible that you have ever put together in your life. And it's a prompt and it will coach you as if you were me.
Yeah. Let's make it spicy. Okay.
So one row of your content Bible is one video, right? All the content Bible is, is your proven repeatable process. And yes, if you're a restaurant, you have a proven repeatable process.
If you were an e -commerce store, you have a proven repeatable process. If you sell insurance, you have a proven repeatable process. Every single person in the room has a proven repeatable process.
Okay. So one of the things that you're going to notice in your content Bible is it's going to have a little tab that says problem it solves. the step action and how it works, and then a resource to accelerate the process.
That becomes the hook of your video, it becomes the body of your video, and then it becomes the giveaway, which we like to call value bomb here in this program, okay? Now, in this program, what differentiates a value bomb from a lead magnet is two things. A value bomb is not gated, at all.
We're just going to give it to them. No email. We're not going to ask anything in return.
It's huge goodwill play. And the second piece is it is a micro win. It is not a 40 page ebook.
It is like, how could I help this person solve a problem in the next 10 minutes? A value bomb is not a one hour workshop. A value bomb is not a free strategy call.
A value bomb is something that they can execute within 10 minutes. Okay. That's the only difference.
And I'm not gonna go into that because this is all about the power content, but I just wanted to let you guys know the difference between a value bomb and a lead magnet that always comes up, okay? So here's how this actually breaks down. And so the video is gonna write itself.
If you have your content Bible, your videos will write themselves, okay? Especially if you give the content Bible to the power content writer that I built for you guys in the $7 program, which is in the power content section. So this is how it breaks down for me personally.
Content Bible column, problem it solves, what it says, sales calls closing under 20%. In the video, I'm going to say, is your close rate under 20 %? When you get on a call, give me the next five minutes and I'll show you how to fix it.
You see how easy that is? If you have a very in -depth content Bible, the content writes itself. The step action and how it works, the framework for fixing sales calls in the video, I just simply teach the framework.
Don't script it at all. Go whiteboard, teach the framework, give away the farm. A resource that accelerates the process.
Well, I can give away a template and then all I'm going to say is drop a line below with the word calls and I'll send you the template. Okay. So you see how that works.
The content Bible, as long as you have the content Bible, you have all of the pieces of content you will ever need for ever and ever and ever. Amen. Seriously.
If you have that, because once you go through this training that we're doing today, and then you go through the conveyor belt training, that will give you all of the pieces of content you will ever need for the life of your business.
So a lot of us don't have a content problem, right? If you've got five steps, that's five videos. If you've got seven steps, that's seven videos.
If you've got 12 steps, that's 12 videos. Most of you guys should have between 20 and 25 steps within your content Bible. Mostly.
So most of you guys already have 20 or 25 content pieces sitting right there, okay? One specific problem per video, Andromeda is going to know exactly who it's for, and we want the viewer to say, that's my problem. I need to watch this.
Okay, this is the fun one to talk about. How many of you guys are wondering whether or not you can shortcut this with AI?
Like, can I get AI to do my videos? Some of you guys can, but some of you guys can't. You guys want to know where you can and where you can't?
Would that be cool if I showed you guys that? Okay.
This is how you determine. Because the higher the risk, the more expertise they're going to need. Remember, they're looking for demonstrated expertise.
So what we have to figure out is how much risk is the prospect taking by watching and executing the information in this video, okay? Low risk makeup tutorial. If someone fakes a makeup tutorial with an AI and they go buy the mascara and it doesn't work, Did they die?
No. If someone watches a recipe made by AI, by an AI avatar, and they go try that recipe, well, I guess you could die from eating the wrong thing, but did they really die? Did they risk ruin?
No. Notice how we're going closer and we're stair -stepping into high risk. Once you're in fitness, business coaching, financial strategy, health, fertility, the risk goes up.
How many of you guys would love to get financial information from an AI avatar? If an AI avatar tells you to go and put your money in X amount of stocks, right? Is this starting to make sense?
Your audience is making this decision as they're watching this video. Like I had a client, bless her heart, she actually passed away from from cancer. And whenever I was having an honest conversation with her near the end, she was, you know, trying to use an A .I.
avatar and she was wondering why her audience kind of stopped. And she's like, is it because I have cancer? I'm like, no, it's because you're in the financial space and all of your videos are A .I.
now and we can tell.
Right. And poor thing, she had a great reason to use AI. She was trying to keep her business afloat.
She couldn't do the videos anymore. Right. But yeah, trust matters.
Her audience didn't know that. Right. Her audience didn't know why she was using AI.
And so, yeah, like a lot of times people are just blocking it and moving on. And so this is how we can tell whether or not. We can use AI.
What does our audience stand to lose? Right. And so if we take a look at all of this, right, does this technique work?
Can you use AI for makeup? Yeah. Right.
Does this person know how bodies work? Fitness coach? We're kind of we're kind of like a lot of us know a lot of fitness stuff.
So maybe a fitness person can get away with using AI, but. I wouldn't want to watch a fake AI person work out or anything like that, right? So that's how we have to think of it.
How much does our audience stand to lose by watching this content? Hopefully this makes sense. Because a lot of times people are like, well, Laurel, can I use HeyGen or something like that?
Well, it just depends on how much risk the viewer has on the other end. That's it. Um, AI makes the content, but you yourself makes the trust.
And so that's why I've been telling my clients demonstrated expertise has never been so important as it is now doing things in real life has never been as important as, as it is now. Like if you can leverage a whiteboard, if you can leverage things going wrong in your video, it's actually works in your favor, right? The imperfections of everything.
It works because If you look at my videos, you can tell I ain't using AI. If I was using AI, I'd make myself a lot prettier.
I'd make it very different. Let's see. Clara says, is the AI avatar different than someone wanting to do a faceless video?
I kind of look at those in the same boat. Do I really want to get information from a faceless video? Depends.
A makeup tutorial from a faceless video or interesting facts. Like I follow an Instagram account that's like, I forget what it is, like the weird history of America. It's a faceless account.
I like it, but there's no risk in me reading the information on it. It's entertainment. But if I'm trying to sell and leverage a high ticket service, I don't think you're going to have much luck with that.
People want to know who they're buying from now more than ever. Right? Yep.
Luthia just said a phrase that I'm going to talk about here in a little bit, pipeline equity. Super important. Is all of this making sense?
How many of you guys have already learned something new in today? How many of you guys have already learned something new that you've never seen me teach? Cool.
I literally inputted all, I'll tell you guys a little hack. This is something that'll help you guys if you work with clients, if you work. I literally gave AI all of my power content training, all of the Ask Laurel questions, all of the Accountability Club questions, all of my coaching calls, and was like, what is every single question that's ever been asked about power content?
And I was like, help me improve this presentation. So I'm glad.
Yep, your imperfections actually become your advantage, right? Because as AI floods the feed, generic content just pretty much becomes worthless, okay?
We do not want to be generic. So always remember the two things. What are our leads looking for?
One, I'm gonna keep saying it so that if y 'all leave with anything today, it's demonstrated expertise and proven repeatable process, okay? How the heck do we build the video, okay? I'm gonna show you guys the nine -step framework.
Hook. Zero to five seconds. If you are blank, this video is for you.
Could say something like that, right? Or you could say a stat. Because remember, if we are in a special category or health, we obviously can't say something like that.
But what I like to do is I like to talk in third person. So if I'm in the health space, I'll be like 95 % of women in perimenopause, you know. have X amount of problem.
In the next five minutes, I'm going to show you how to overcome it. Make sense? Oh, like I love using stats in, and plus what does stat, what do stats have?
Keywords, right? Most stats have a lot of keywords that Andromeda is going to want, right? And so hook, promise, value volunteers, credibility.
your humble brag. My name is Laurel Porte. I'm the owner of adcoachingfor7 .com.
I've now taught over 25 ,000 people how to launch $5 ads that grow their business. In every single video, you're going to get one strategy or tactic that you can immediately implement after watching. My humble brag, right?
I'm not going to go into this. A lot of you guys are familiar with this. And plus, I got a GPT that will write this for you.
But there's nine steps. And it's a framework, not a script. You know, I was just telling One of my private clients, because she hired a YouTube agency to write her YouTube videos for her.
And she just wasn't happy with them. And so yesterday, I was like, well, let me just kind of take a look at the last couple of workshops that you did. And I put together scripts just like this.
And I told her to get out a whiteboard. And she was like, Laurel, I have never felt as comfortable as I did. utilizing your thing.
But she's like, I noticed you didn't write me a script. I was like, no, you don't need a script. If you are truly an expert, you can follow a framework and say the thing that you need to say as an expert.
And so that's why when you put this stuff in the chat GPT or Claude, it doesn't, sometimes it'll give you where it'll give you your hook, your promise and all of that. But when it comes to the three steps, I want you to jam in your own words. like your solution, because that is your demonstrated expertise.
So that's why the prompt will write everything except the three actual steps.
So break one step into how, but don't teach the actual three steps, okay? So if I give you guys an example of what this actually looks like, oopsie, there we go. Three content Bible steps in one video.
We don't want to put that, right? If I'm doing a video, I'm not going to step one, fix your offer, two, build your funnel, step three, run your ads. That's way too much.
One content Bible step broken down into three steps. And again, the GPT will do this for you. But if I were to do a video, I'm going to break down one step.
So if I'm going to fix my sales call rate, the three steps I'm going to use is how to open the call, the diagnostic questions to ask, and how to make the offer. I would even argue that each of those could be their own power content video. I could talk for five minutes on how to open up a call.
I could talk for five minutes on the diagnostic questions to ask. And I could talk for five minutes on how to make the offer. And so if you find that your videos are too long, break down one step into three steps.
Make sense? We might have not just gone deep enough, okay? So this is the fun part.
And, yeah, I think I'll give this to you guys. I have a little equation on a prompt that'll score your power content. And it'll show you whether or not your content is actually resonating with your audience, okay?
This is my resonance equation. TM, I should get this trademark because I did come up with this. I did not learn this from anyone.
I did come up with it. And so basically resonance equals demonstrated expertise divided by abstraction plus assumption. Okay, I'm gonna break down exactly what this means, okay?
Demonstrated expertise, we want this as high as possible. We want this as high as possible. And all that says is, could someone who has never done this say the exact same thing?
Meaning, can someone rip off one of my YouTube videos and say everything I just said? Okay. Now we want demonstrated expertise and we're going to divide that by abstraction plus assumption.
And we want abstraction to be as low as possible. And we want assumption to be as low as possible. Okay.
And so if we're going to start in demonstrated expertise, We're going to give ourselves a score of 1 to 3 if it's generic. There's no result, no story, and it could be anyone.
It'll grade it a 4 to 6 if you have some specifics, but maybe it's missing a result or it's missing a story. Grade it a 7 to 9 if it's got a specific result and it's got specific context. I'm giving you guys the stuff that you need to look for.
And then 10 if it's got a result, a real story, and something that your audience has never heard. You've got a 10. Make sense?
I'm going to give you guys the prompt that's going to score your content for you. I'm just feeling very generous today. Got a small group today, so I'm going to give this to you guys.
Abstraction. Could a competitor post this word for word? Score it a one to three if every line is specific that no one else could say it.
Score it a four to six if a new floating line mixed in that's like, ooh, I don't know, maybe someone could say this. Seven to nine, mostly concepts, build a strong brand, right? How many of you guys have ever heard that?
Build a strong brand. What the fuck does that even mean, right? 10, if it's a freaking motivational poster.
Remember, we want abstraction to be as low as possible. We want to have a one to three, right? So assumption, we want this low as well.
Could a total stranger Follow everything that I'm saying without Googling anything. And by the way, this is the thing I've had to work on the most.
At the end of every presentation I ever do, Nick takes a look at it and he's like, you freaking lost him when you said this.
Assumption. This is actually something I built in for myself to get myself. You ever notice that Alex Harmozy talks in clear language?
He freaking nails this formula because he is so freaking clear. Me, I had to build myself this formula because I'm still something I'm still working on. But assumption, we want it as low as possible.
Could a total stranger follow every step without having to Google anything? Again, we want this as low as possible. One to three, every step explained, credibility shown, not claimed.
Cool. Four to six, maybe a term or a step skipped. So maybe I was doing a power content video.
And I said power content instead of a $5 video ad. You see, if someone has no idea who I am, they have no idea what a power content video is. I assumed that they knew that.
So I bumped down my score. Make sense? Seven to nine jargon, skip steps or credentials before you've shown anything.
Like when you start off a video, hey guys, my name is Laurel and I'm blah, blah, blah. No one cares. Get into the good stuff.
are 10, only insiders could follow it. I break this rule all the freaking time. And that's why, again, I built this equation for myself is because I have a very specific language that you guys all know.
But when I speak on stage, sometimes I lose people, right? So that's the formula. Make sense?
We good? Cool. All right.
Couple of examples. Hook. Want to grow your business?
Abstract. Grow what kind of business? Credibility.
Credentials instead of results they care about. Assumption. No one probably cares that you've done X, Y, Z.
The problem. You're struggling instead of their exact words. Abstraction.
Your solution. Get clear on your goals instead of a named step. Abstraction.
Your solution. Your framework's name without explaining it. Like when I say power content and just assume everyone knows what I'm talking about.
So your numbers are going to tell you what to fix, right? If this is off, like your hook rate is less than 40%, look at step one. Were we really talking to our ICA?
If our hold rate is less than 8%, look at steps two to three. Maybe we set up too much and we need to get to the value faster. A lot of people get hung up on this hold rate.
Drop 25 % to 50 % at the video. So if people are dropping between 25 % and 50%, look at your steps five and six. Tighten it up.
If people drop at the 75 to 95 % mark, look at your steps seven and eight and make step seven deliver step two's promise. Yeah, Safrina just had a great idea. On this slide is gold.
Print and laminate. Yep. I told you guys, I was trying to leave no stone unturned today.
I was trying to be as thorough as possible.
Value bombs and pipeline equity. Know when to use a value bomb and why power content never asks for a sale. Okay.
Okay. Question I get a lot. Almost in the home stretch, guys.
Almost in the home stretch. Are you guys enjoying this today? I hope so.
I hope so. Because people always ask me, do you need a value bomb? And the answer is it depends on how many conversations you actually need.
So for me personally, I don't really do a lot of value bombs much as much as I used to because I have so many inbound leads. But I still do them even because I always want to keep that pipeline open. I never, ever want to like kill my lead flow.
And so when my clients come to me and they say, can I skip the value bomb and the power content? I tell them, yeah, but conversations are the fastest path to cash.
This is going to help you, especially in the beginning. You need to talk to your ideal clients. And so that's why I like putting value bombs in the power content formula.
And this is where, again, people get tripped up. They think power content's job is to get conversations. It's not.
It's only to build the invisible list. But the value bomb is a little bonus that will accelerate the path to getting you where you need to go. So you don't have to have a value bomb in your power content videos, but.
In my world, conversations are the fastest path to cash, okay? So it does not have to be a pretty PDF. It could be a template, a checklist, a quick loom audit, three questions that you ask them.
It could be your expertise in real time. But here's the thing. You could literally create something that we call a phantom bomb.
Because what do we know about most of the people that we talk to? A lot of people will raise their hand and say, I want that free thing, but that free thing is not the actual thing that is going to get them where they want to go. That's why we have a little diagnostic.
And so when me and Dan Henry were actually talking about this strategy, he's like, Laurel, you should call it a phantom bomb. He's like, because your students don't have to actually create it until someone actually needs it. Right?
And so this is how we can come up with an infinite amount of, quote, value bombs, because 90 % of people who ask for that specific value bomb, like let's say someone asked for my messenger conversation value bomb, how to have a conversation in DMs. And I asked them the question, how many DMs are you getting a week? And they say zero.
Is that value bomb actually going to help them?
No. I should probably help them with getting conversations first, right? So it would be a disservice for me to actually give them that Valley Bomb.
Just like if I watch a commercial on TV and say, I've got headaches and I go to my doctor and I'm like, hey, I would like that headache prescription, please. You think the doctor is going to give me the headache medication prescription? No, it would be malpractice.
Same thing. When we're having these conversations, the Valley Bomb is just the door. It's not the actual room.
Make sense? It's just so that you can find what's actually wrong. And I'm not gonna spend a lot of time on this because there's an entire training on that, but I thought it would be a disservice because people always ask me that.
Another thing, don't say comment. Yes, I see other people say comment in their ads and all of that stuff, but Facebook does say that that's engagement baiting. So that is why in every single script, I always say drop a line below instead of comment.
It's a little thing. Sometimes the AI in ads will, poo -poo, comment.
Sometimes it doesn't. So to be safe, I always say drop a line below. That's it.
Every piece of content that we do needs to build goodwill. Or in other words, it's going to spend it. Meaning for every 75 % of content that we do, I want it to be goodwill.
Meaning I am putting out goodwill into the universe and not expecting anything in return. Meaning if I give a value bomb, I'm not going to ask for an email.
I'm not going to ask for a phone number. I'm simply just going to be of service to that person. That is goodwill.
Anytime that I make a post on my page that asks for the sale, that's going to spend my goodwill. You ever have that friend? that has their business and they're really excited about their business, but every single post on their page is buy this, buy this, buy this.
And guys, I get it. You've been told the more offers you make, the more money you make, which is true. But if you use this strategy, you are selling 100 % of the time.
Do you guys see it? But it's stealth. This strategy is literally built so that you have A sales conversation 100 % of the time.
But it doesn't feel like a sales conversation on the other end. Make sense? Chris just asked a really great question.
Should we be using keywords for them to request the value bomb? You can. Absolutely.
If you want them to say a specific word, absolutely. Especially if you have it hooked up to mini chat to start the conversation, that's fine. I like to pick up the conversation right after.
They answer that first diagnostic question. Laurel is right there in the DMs. Great question, Chris.
But what we want is we want power content to only make deposits. So how do we make money? We get them into a conversation.
That's it. But that's behind the scenes. So if someone looks at my page, they want to see 75 % goodwill.
Man, Laurel gives a lot of value. I hear that all the time. Laurel gives a shit ton of value.
Feels that way. Because I don't make it icky. Make sense?
Launching it. We're going to keep things super simple, okay? This is a question I get all the time.
Laurel, what is the copy for your power content? I make it the first three lines of the copy. Headline, promise of value, CTA.
So I am not only going to say the headline, promise of value, and CTA in the video. I'm also going to write it as the copy. One main mistake that I see so many people make with power content is they write out the steps of their power content.
I'm like, well, no one needs to watch the video now. We want to create this copy as its own funnel. Like if I look at this video, this is a funnel, right?
The only job of that first line, webinar stop converting, is to signal. Who has this problem? Whose webinar has stopped converting?
That's its only job.
They get, they stop, webinar stopped converting. Yep, that's me. I need to read more.
Let me read the second line. Here's how I use a $5 ad to revive webinar funnels for my clients. Ooh, I'm going to watch this video.
That second line's job is to get people to watch the video. That third line, want the ad script plus five minutes, step -by -step setup, drop a line below. Ooh.
I need that. I'm going to go get that from Laurel. Boom.
Sales conversation started. Make sense? So every single power content video that we put out is .
As a matter of fact, Anthony, I love telling Anthony's story. When Anthony first started working with me four or five years ago, he literally ran. He had three power content videos.
And within two weeks, he had already booked out his high ticket program. And he hadn't even launched anything else other than giving away a resume template to people he was having conversations with. So if we take one step back and go back to the value bomb, Dr.
Shelley just said, are webinars good value bombs? Absolutely not. Is a webinar something they can consume in 10 minutes and take action on?
We have to remember that people, especially with power content, these are people who are coming in cold. No one wants to watch a webinar. I don't care how sexy it is.
It's going to take too long. We want to give them a win as fast as possible. So I would say is what can you pull out of that webinar?
There's probably four or five micro wins in that webinar, Dr. Shelley, that you can give them that would make a great value bomb. Right now, things that are working really, really good are assessments.
Quizzes and AI prompts and all of those things, those are working really, really well because it's giving people that quick result.
Let's see. Wendy says, question, a quiz, if you don't gate it, that takes less than five minutes is a value bomb, right? If you gatekeep it with an email, it's an ask, right?
Correct. Correct. I want to give as much goodwill as possible.
So very, very simple. One campaign, one video per ad set. Okay, that's all we're going to do.
If you have three videos, three ad sets, three videos. If you've got five videos, five ad sets, five videos. If you've got 10 videos, 10 ad sets, 10 videos.
Make sense? One video per ad set. Build it once.
and just let it go. This is something that my momentum students know as a fixture. There's two parts to my ads ecosystem.
There's the video funnel, the tier one, tier two, hot seven. That's a fixture. We do those once and we just let them freaking rip.
The conveyor belt, if you're new, that's okay. That's going to be the next training that you guys are going to do in the program. That's something that's going to collide with our organic content.
Okay. But Once we build our power content, we just let those suckers roll.
Let's see. Chris just says, my ad agency created our power content campaign and instead of a Trinity stack, they used a 5 % lookalike audience. Still with Advantage Plus turned on for that audience.
Is that okay? Depends. How much data does your ad account already have?
If your ad account already has good data, I wouldn't worry too much about it. Yeah, you're good. You're good, Mr.
Chris.
Okay. Reading the metrics. I got some new stuff for you guys.
And then I'm going to show you guys something really freaking cool. Okay. Metrics are simply just questions, not answers.
Okay. A number is going to tell you where to look, but not specifically where to do. Okay.
So basic metrics that I want every single power content to hit 40 % or more. This is going to be your three second. Video views divided by impressions, meaning did they stop the scroll, okay?
Your hold rate through plays divided by impressions, did they actually stay and watch the first 15 seconds of the video, okay? That's basic, okay? Now, cost per 25 % view.
This is where I want you guys to pay attention. My goal for you guys is to get anywhere between 350 to 500 people added to your invisible list every single week, okay? Now, in order to get 350 people on your invisible list, that means you have to get at least 350 people to watch 25 % or more of your video.
Everyone with me so far? In order to get 350 people on your invisible list every single week, you have to get at least 350 people to watch 25 % of your videos. This could be all of your videos combined, your power content.
Like if you have five videos, it could be the cumulative of the 25 % views, not per video, cumulative, okay? 350. This is going to depend.
on your budget as far as what you should be paying for that. Here's how this breaks down, okay? Pay very close attention to these next two things that I'm gonna tell you guys.
If you have a daily budget of $5 and your weekly budget is $35, your max cost per 25 % view is 10 cents. That's all you can afford to pay. If your daily budget is $10 and your weekly budget is 70, your max cost per 25 % view needs to be within the 20 cent range.
Make sense? So all we're doing is calculating how much can we afford to get to that 350. Now, Alp just asked a really great question.
Why the number 350? Well, because we're entrepreneurs and we fucking aren't patient, right? We gotta get results as fast as possible.
And so I just made 350 up so that we can get faster results. Can you get... 100 a week?
Absolutely, right? This is where critical thinking comes in. Don't overthink.
I am looking for 350, which is pretty simple to hit even with a lower budget. But just know, if you're only spending a dollar a day, what do we know about that? It's going to compound much slower.
It's like investing a dollar a day versus investing $100 a day in the stock market, right? the compound effect is going to take much longer. So that's why I said, be responsible with your ad budget.
Never put ads on a credit card that you don't have money in the bank to pay for. I don't care what any guru says, it is not investing unless you can light it on fire and never see it again. We always want to avoid ruin at all costs.
Always avoid ruin at all costs. Here is one of my favorite metrics and I'm introducing it to the $7 program people because I know y 'all can handle it. My momentum people are no stranger to this and that is the ratio of 25 % viewers who go to 95%.
This is where I really want you guys to start critically thinking through your data because if you have a video, that has, I really want you guys to think about this. If you have a video that is costing you 50 cents per 25 % view, but 79 % of those people are making it to the end, am I turning that off?
I would not. Because then I'd be paying 50 cents for a 100 % video view. That's gold.
Yes. Safrina, see, y 'all know me so well. So that's one of the things that I want you to critically think about through your data.
Maybe my cost per 25 % view is high, but my pull through of people watching the entire video, that's good. I want to keep this on. Make sense?
Like the example I gave at the top of this training where the guy was like, my power content isn't working because I'm not getting comments. 79 % of his viewers were making it to the end. That is gold.
Right? Yeah. Matt says, I've noticed that longer power content videos are costing me more than a shorter one.
Yeah, because the video is longer. So it takes longer for them to get to the end. There's more friction in a long form video.
So this is what I would be looking at. But again, you have to take into context and critically think this. If I have people who are watching a 55 minute video.
To the 50 % mark. I'm like, that's freaking good. That's 30 minutes of watch time.
Right? So these are things that I want you guys to start thinking about, right? Like Alp says, I tend to make my power content videos too long.
Shall I aim better? Depends. This is why I'm teaching you guys this.
So y 'all can make these decisions based on your data. I'm giving you guys all of the tools that you need to make these decisions. But that's what I'm looking at.
I'm looking at. What's my cost per 25 % view? But then I'm also looking at, okay, maybe my cost per 25 % view is high, but am I okay paying X amount of dollars if enough people are watching all the way through the video?
But your best video is going to set the bar, right? And so this is the ratio of 25 % views to 95%. If the ratio is under 30%, people leave for the payoff, maybe find the drop in section seven, right?
If the ratio is 30 to 50 % of people who are watching 25 % to 95%, what it means, it's healthy, leave it alone. 50 % of people who are watching 25 % are making it to the freaking end, elevator buyer content, study it, that's your template. Those are your buyers right there.
Right? Here's the trap. Look, all of you guys are already falling into this trap in the chat as we were doing this training.
The trap, comparing different links. Trap, small numbers. Right?
See, I already know you guys. I already knew what you were going to ask. I worked it into the training.
I want to remind you guys about this story. It's one of my favorites. I followed Dan Henry for three freaking years.
I never watched a webinar. I never got a lead magnet. I never did anything other than watch his whiteboard webinar videos.
Do you remember? They were the 10 to 20 minute videos that he used to do. He called them whiteboard webinars.
I sat and watched the shit out of them for three years. And I would see Dan's offers and I'm like, I don't really need this. I was a marketer already.
So I didn't really, and I didn't want to make like, I didn't want to sell what he was doing. But one day he made a post and he's like, it's 10 grand. I just bought this yacht.
Come hang out with me in the Bahamas. And I was like, I'm packing my bags. He had never heard of me before.
No sales call, a simple DM. He said, here's my bank routing number. Send me 10 grand.
And I did it. No hesitation. All I did was watch his videos.
That is it. No webinar funnel, no nothing. Watched videos for three years, sent him a message, wired him 10 grand.
I trusted him. He had demonstrated expertise and he would whiteboard his proven repeatable process. And in every single video, he would whiteboard one framework that I could easily follow.
And I followed it.
Those are going to be some of your best clients. Like some of my best clients that come in to lean on Laurel, guess what? They know everything about my ecosystem.
They know how to write a power content video. They know how to execute it, but something is still missing and they need my second pair of eyes because people would be like, well, Laurel, you're giving away the farm. Why would anyone pay you?
I don't know. I got a room full of people here. About 20 % of the room has paid me some high ticket to be in Lean on Laurel.
And so that's something to think about. Right? Yeah.
Dan teaches putting your demonstrated expertise in Google Docs and you do that perfectly. Thank you. I try.
I learned from a lot of great people.
Oh, this is the big one. Leave it alone. Power content is a fixture.
The reason people kill them is they get bored of it. Guys, I got a power content video right now that I am 30 pounds heavier and I fucking hate it every time I see it.
But it is one of the best videos that gets me clients to cold traffic. And so I'm not going to turn it off, but I hate the way I look. I'm tired of fucking seeing it.
You guys have probably seen it. I'm wearing a striped shirt and I'm like, this $5 ad is the cheapest ad that you could like. It's my best performing power content from 2021.
That's how old that video is. And it's still performing today. So when you think that your market is saturated, I've been running that same video.
Yep. Let's see. Jose says, are local businesses shorter 60 to 90 second videos follow this for 25 views or does it need to be higher?
You can follow it. Local brick and mortar has it easy. You don't have to convince people they need to go to the dentist.
You don't need to convince people they need an HVAC. You don't need to convince people of much of anything.
But seriously, like if you did one a week for a year, daily videos, whether you do it daily videos for 90 days, where are my moments and peeps every single day? We've been doing our content. One video a week for a year.
Intensity burned out by month three, 52 fixtures by month 12. Starts over every time you stop. Compound every week.
When you're ready, there's more you can add to your ecosystem, but you don't need it to win.
Oops, I went ahead. There we go. Even if you never launch another ad, this is what I've been, I really want to show you guys this.
This is so fucking badass. And I don't know why, like I was telling my momentum students yesterday, I do not know why I do not market my entire system with this next screenshot.
Okay, even if you never launch any other kind of ad, $500 a month, I'm gonna show you guys this. And this, I see this all the time. I can pull almost all of my clients and see something.
If they've been running my ecosystem for over a year, I'm almost positive I could pull this up very similar for every single person. You guys ready for this? $500 a month, same budget, never changed.
Look at this shit compound. Now, I'm gonna explain this, okay? So I...
literally went through all of her stuff, all of her entire ads manager for the year. All we did was work on getting five new DMs every single week. That is it.
Okay. That is it. All we did was focus on power content, building the invisible list, and then getting five new DMs every single week.
We worked on closing eight to 10 % of those DMs into a phone call. And her close rate has stayed about 18, 20%. You can see right here, $2 ,900 offer.
You could see she did not make her first sale for three months of doing this. But how many of you guys would love to make $25 ,000 a month by spending $500 in ads?
Right? How many of you guys would love that? That's exactly what this did, compounded over time.
So in October of last year, she had 4 ,100 people on her invisible list. We worked ourselves up to 10 DMs. Zero calls, zero revenue.
That's where she started. November, she had doubled the size of her invisible list, 32 DMs by the following month. Again, all we did was work on getting five extra DMs a week, not 100 DMs a week, five.
How many of you guys know that you can get five DMs a week? Okay, good. 83, 33, 32 DMs, zero calls, zero revenue.
What do you think at this point that she's coming to me and like telling me? This isn't working, right? Keep going because here's the deal.
By December, she had 12 ,500 people on her invisible list. 53 DMs, four phone calls, and she closed one. 2 ,900 bucks.
February, 20 ,000 on her invisible list, 97 DMs, 16 calls, 10 ,700 a month. So she's gone from 2 ,900 a month, 6 ,400 a month, 10 ,700 a month. June.
I'll just skip April. June, 37 ,000 on her invisible list, 183 DMs, 23 booked calls, 16 ,000. August, 45 ,000.
DMs, 227 calls, 32, 22 ,000.
September, 50 ,000, 248, 37, 25, 700. That was as of September 4th.
August 4th through September 4th, just for context. This is literally just using my ecosystem. Make sense?
And I'm going to show you guys exactly what she did. I'm showing you guys exactly what she did. I got out this trusty blackboard for a reason.
Okay? Whiteboard, I guess I should say. I'm going to spotlight myself.
You guys want to know what we did? This is all we did.
Cold traffic.
Three power content videos, right, goes into 25%. Conveyor belt.
More videos. That's it. For a year.
Who could do this? Like, power content, retargeted 25%. With more content.
Using the same framework I just showed you guys. And that's why I chose this example specifically. She only did power content.
There were no DMs. It was all power content. Like there was no, like it was just drop a line below this video if you want it.
Nothing but power content.
So her offer, I showed you guys, it was 29. 2 ,900.
Here, I'll do that.
2 ,900.
So let's see, same for ads on conveyor. No, she did the conveyor belt. New, new piece of content every day.
So I, like, guys.
Every single day. Just use the conveyor. Everything that she did is in the $7 program.
Everything that she did. The power content and the conveyor belt. Both have prompts.
There's no reason that anyone in this room could not be doing this.
Yeah, she converted them from DMs to a sales call. She started off converting at 8 % from the DMs. Then it got to 10%.
I think now she... she gets about 15 % on a sales call.
Yeah. Kristen asked, how did we split up the $500? She started here.
So we started at $5 here a day, which was 450 in the beginning. Once we got 500 plus on this invisible list, we started borrowing from up here so that we could do the conveyor belt.
Make sense? All it is is math. And that's why I want you guys to critically think through things, because once you have the volume, you can start reallocating your budget.
Like I have a client right now. She's spending forty five thousand and she's spending forty seven hundred in ads. I did this projection in a year's time.
She'll be able to stop spending the forty thousand. And only spend four thousand to make more. in a year, if her ecosystem continues to compound in the way that it is right now.
That is why I was able to shut off my conversion campaigns. That is why I was able, that's why I'm able to spend such little on my ads and still make more than I've ever made because this compounds. And I don't think a lot of you guys are waiting long enough for this to compound.
Yeah, so. Matt says, so all of the DMs that came in were from people choosing to comment and she DMed them. Or did they directly reach out to her?
Great question. Some of them were commenting. Others were like, I really liked your video.
Can I have that? And they would message her directly.
Let's see. Sabrina says, I'm in another group where the teacher tells everyone to spend $1 ,000 a day. Yep.
I see it all the time.
Yep. Let me see. Let me make sure I didn't forget anything.
Let's see. Does that make sense, though?
Like, this doesn't necessarily have to be, like, as hard as a lot of people make it out to be.
Let's see. Is my student Brandon? Is LOL student Brandon here?
Okay, cool. I just wanted to make sure.
Him and I were going to huddle after this call, so I wanted to make sure I wasn't keeping him late.
Jennifer says it's not possible to get this kind of result with organic content. Yeah, it is. It's just going to be slower.
It's just going to be slower. That's it. You can.
Like, the whole point, like, this is, that's my, and I love, I love, I love when people ask me things like that because bros love to be like, your $5 ad strategy is shit. I'm like, well, why didn't you tell the guy with an organic strategy his strategy is shit? Mine is exactly the same as his, except I'm putting a, like, putting spend on it.
Did you tell Alex Harmozy his strategy was shit? He did this, he did this for three years before he sold anything. And he had one of the biggest launches in, like, marketing history.
Make sense? Anyone have any questions? Gabriel.
Or Gabriela. Sorry. There we go.
Hi. Yes. So I teach salsa dancing.
And I've done the power videos. I have four power content videos going and I post every day organically and all that. But I guess I'm wondering, I still have I need a little bit clarification on like the goodwill content.
Like I'm trying to sell dance lessons. So do I make videos of me teaching dance? Yes, I love that.
Like that's why I'm always saying, man, you guys who have like like fun offers like that, you guys have it easy. Like I was literally just like post like I follow one girl and she teaches the shuffle, like all the different like hip hop shuffles. And I wish I could do it.
I love watching her do it. But no, no. Yes, absolutely.
That like I would literally do nothing but instruction videos, client testimonial videos before and after like, hey, this client dance like this. And then after she worked with me, she danced like this. Have fun with it.
Okay, yeah, because I still, I guess, struggle with what to post. So that's probably my biggest struggle. Have you done the content Bible exercise yet?
Yeah, I've done all that. I set up the power videos. I think on my invisible list, I have like, I started obviously with zero, but now it's like 10 ,000 or so.
But, and I am seeing more people just kind of come into the studio.
like on their own, I guess. But yeah, but I'm still like wondering if I'm posting the right things. Yeah.
If your thought, like use the two prompts, like you've got my power content builder and you've got my conveyor belt builder inside. Like I would do nothing except those two things. You've got your power content running.
I would post one piece of organic content a day or one every two days and boost it. And that is it. That is the only strategy you need.
Okay. And I guess, yeah, just teaching our testimonials or.
Have fun. People need to feel how fun it is to be at your studio. Okay.
All right. Thank you. Yep, absolutely.
I'm just wanting to confirm that Brandon is not on this call. Okay. Brandon, if you were on this call, let me know.
We're supposed to huddle after this. If not, because how many of my Momentum students were going to Nick's call next, right? Can't wait.
For those of you guys who don't know, it's my mentor's business operations call. And again, if anyone wants that one open spot I got, let me know. Wendy, I'll keep going until either Brandon hops on or momentum is up.
What's up, Wendy?
Oh, do I have to get you to, there we go. I have to, because a lot of you guys come in in these calls. I have to mute everybody.
Hello. Okay. You make me fall in love with tier one content, which is just so exciting.
So here's my question. I got my three power videos and I was running kind of the stats after 45 days. They're looking good.
Everything is sitting below 52 cents on 25%. through plays, like all the things. But if I wanted to test a fourth and a fifth video with these new quizzes that I'm offering, I know the purpose is not to get content.
I mean, I'm sorry, comments, right? Like, but if I just wanted to test, can I just add a fourth and fifth tier one videos to the Trinity and the whatever else the - Yeah, you can add as many power content videos as you want. As a matter of fact, I have like 20 going right now.
Okay. Cool. So just make sure whatever you drop in there is not gated.
You're just giving it away. And you're obviously speaking something that is part of your repeatable system that adds a lot of value. Yep.
And then on the back end of my quiz, once they get to the back, I can be like, hey, and by the way, come join me for this. And I'd love to teach you more, right? 100%.
On the back of the quiz, I would figure out a way that you can get direct access to them. so that you can actually invite them to your live thing. Yep.
So, cause I've got my live thing and I've got my automation every month. So I really want to, I want them on both. And as soon as they sign up for the automated webinar, they're on my email, they're going to get invited to the Mac.
That's perfect. Okay. Thank you, Laurel.
You're doing everything. You're doing everything right, Wendy. Like you're, you're rocking and rolling.
I'm a hundred percent in with you, girl. Yeah, no, it's every like, hopefully everyone today is leaving this call like motivated to go do something because like, like I told you guys, like I am going all in on this. Like whenever I told you guys, this is all I'm doing.
Like if you look at my as a matter of fact, momentum members can tell you I showed them my ads manager what yesterday I was like, look how simple my ad strategies is literally this and this. That's it. I showed people how to boost yesterday on the momentum call.
I was like, yep, here's all my power content. Here's my boosted pose. That's all I'm running is power content conveyor belt.
That is it.
Clara.
Oh, yeah. Here we go. I'm going to unmute Clara and then I'm going to unmute Mike.
And then if you're in momentum, go check the calendar. Nick's call is coming up in 15 minutes. So I'm going to end things with Mike.
But Clara, great to see you, girl. Hello. It always helps if I.
ask it but I'm also reflecting back what you just taught I have seven pieces of paraphrase and I went through all those angles and if there are some where they've gone through the 500 through place because you said don't don't don't touch it unless it's really got 500 and when I'm trying to critically think and decide is something worth turning on or off my my thing I should look at now is okay There are ones that are higher than what I want based on your table.
I was like, oh man, 10 cents. Okay. But it's really looking at the ratio of how long did they stay?
How long did they stay? Right. Because like, it's always one of those things.
Do I want someone on my invisible list or do I want someone on my holy shit elevator buyer list? Because if they made it all the way to the end, I want more of those. Like the people who are watching, I would much rather have 100 people who watched 100 % of my video than 500 people who watched 25 % of my video.
That's how I critically think through that. And then when you're giving the example of the whiteboard example, in her case, she has three. Is that where like, you know, I have my seven right now.
When I start trying to decide how I want to borrow, obviously I have three that are much cheaper than the rest. That's when I can like, okay. I'll let it go for a while until I get my invisible list.
And then I can turn those. That's when I really turn something off versus, you know what I would do. You know how I would, you know how my brain says to do that.
If you've got, if you've got seven, but you can only afford to leave three on, I would probably switch one on one, three, three of them on for a quarter, then turn them off the next quarter and flip the other three on so that you can, so that you can exploit that entire pocket of people that you're actually targeting.
Okay. You see? That's how I want y 'all's brains to think.
Like, it's like, okay, I only have this budget, but if I do this, I could do this. Or if I turn down this budget and do $2 a day instead of $5 a day, I could put more videos in, but I understand that I'll probably get less people on my invisible list, but maybe not. Because $1 a day spread through five might get you more 25 % views than spending $5 on one video.
And that helps because my concern was you gave seven different angles in this challenge. And I was like, oh, I should keep seven up because you have it approaching different ways. Like there's like the black hole way, like all those ways.
I'm like, those are all such great different angles. And I felt like I was losing out if I turned one off because then I wouldn't have that angle. But if I do the quarterly way, like you're saying, I can still rotate that set in.
100%. Yeah. Like if I'm worried about losing an angle, I'm just going to spend that dollar a day.
Okay. Yeah. And the doing it quarterly doesn't hurt me in the way like the whole turning on and off when you look at it.
No, because you have to remember you're constantly getting new people in. Right. So think about that, right?
So remember how I was talking about, I'm gonna make one more point and then I'll go to Matt, Mike, because I think this will be helpful for some of you guys. You know how I just referenced the girl who's spending 45 ,000 in my, well, her market's gonna cap soon on Facebook ads, right? Because she targets, she's a fitness coach, but she was a police officer.
And so she works with police officers, first responders, and people who are shift workers whose normal fitness coaches, their programs won't work because they work weird hours, right? And so she has a market cap. And so anytime that she spends more than $45 ,000, what do you think happens?
Her cost of her ads goes up and she loses more money. I told her once she reaches that market, she needs, she still needs the volume, right? So I was like, let's turn it back down to 45 ,000.
Let's borrow 5 ,000 and put it to the ecosystem because here's what she's going to be able to do. Once she's got the volume and that ecosystem starts, starts compounding, she can run her power content videos, leave those on and turn her direct response to cold off because she'll probably have capped most of those people who are in that market.
How do we get the new people that are coming into the police academy and first responding jobs and stuff? Her power content is going to bring those in at a much lower cost. So you see how that's how my brain's always thinking.
It's like, not let's spend more on direct response. How could I use more ads to saturate a larger part of the audience for much cheaper? Make sense?
Yeah. Where's Mike? Where'd he go?
Here. Mr. Mike, how are you?
I'm great. So Laura, I finally have a great offer. You know, I've been hanging out with you for years now and I had the disabled account.
So now I'm ready to roll. My offer is to help e -commerce store owners who are earning between one and five million a year. They're running ads, Facebook and or Google and actively using email to sell.
And what I would do for them is to take a winning email promotion, convert it to a postcard, mail it out because people miss emails sometimes or whatever. And they don't realize like there's extra money kind of sitting there. So here's my two problems.
It seems so simple that I'm finding it hard to get steps to for my content Bible. And the other piece is. I haven't really done this for anyone yet.
So I don't have expertise doing that. I mean, in the past I've used direct mail and real estate and, you know, things like that. So.
Okay. I don't want to overcomplicate it either though. Put that into the content Bible and it'll here.
I'll actually grab it. I'll grab y 'all the prompt in case if y 'all don't have it. Let me grab the content by the content Bible prompt.
I'm warning anyone who uses this. I'm warning it. I'm warning you guys.
It's Spicy Laurel that will interview you. If you don't give me the answer I want, Spicy Laurel will kick your butt. But Mike, it will hook you up.
And then if you take the content Bible and then put it into the chat GPT power content builder, it'll tell you every single piece that you need. Now, I'm going to give you a little bonus. Okay, Mike?
Here's what I think you should do. Because you sell, you're trying to sell them direct mail, right? We want to make sure that we're in alignment, right?
Because there's no better way to sell a mechanism than by using the mechanism himself, right? What I would do is I would use your power content in order to get a couple of free case studies, right? Like in your, in your power content, give away one of your cheat sheets and then try to get a free case study.
Once you have three or four case studies, put them on YouTube. Put them on a QR code. And I want you to buy a list of e -commerce store owners who are making between one and five million.
And I want you to mail them a postcard that has a QR code that takes them straight. That takes them straight. Because I got to go here in a minute.
That takes them straight to those case studies. Okay. So I was kind of thinking that I needed to do a couple of people for free or cheap or whatever to get that proof.
Power content. So follow me. Power content.
Give away some kind of checklist, cheat sheet, or calculator. People love playing with calculators. Have Claude build you a little calculator of how much more they can make by using your strategy.
Then when you have them in conversation, be like, by the way, I'm looking for a case study. Would you be interested in working with me for free in exchange for me being able to document the entire process? Get three or four of those.
Put them on YouTube. Put all four YouTube videos on a landing page. With the results.
And then make a QR code out of that link. Buy a list of e -commerce business owners that have addresses and send them a direct mail package.
Follow me? Yep. Yep.
Direct mail. Yep. Me and Nick send direct mail.
all the time for the people who do the R3O as a funnel. That's how we invite people to our live events. That's how we invite people to buy stuff is postcards.
Yeah.
Awesome. Yeah, you're very welcome. Lots of value in today's call, man.
I have so much fun with you guys. Actual mail. Imagine that.
Yeah. Great call. Thank you.
I'm going to take a break before Nick's call and hopefully momentum students. I'll see you guys at Knicks. And yeah, I'll see you guys in the group.
$7 members, this replay will be up. I'm going to give you guys the resources and everything you need. If you need anything at all, just ask.
I'm here for you guys. Love you guys. Bye.
The Hook
The bait, then the rug-pull.
Before the slides even come up, the promise is set: execute everything in this training and your business looks different in a year, not because the algorithm got easier to trick, but because it stopped being a monster the moment enough people understood how it actually matches content to viewers.
How they asked for the click.
VERBAL ASK
00:40product
“if you want that spot, just let me know and I will hook you up”
Pitched once at the very top, before the training content starts, as an open seat in her paid Momentum mastermind rather than a hard sell repeated throughout.
MENTIONED ON CAMERA
Visual structure at a glance.
