17:05Ed Lawrence · Listicle
I Studied 1,000 YouTube Funnels, Here's What Works
Six ways to turn a YouTube channel into sales, ranked by how much trust each one asks for before someone pays.
September 16thThe argument in one line.
Courses don't compete with free content on information, they compete on clarity, because free content forces viewers to sort good advice from bad and apply generic lessons to their specific situation, leaving them frustrated enough to pay someone to just tell them what to do.
Read if. Skip if.
READ IF YOU ARE…
- A course or coaching creator with real audience and traffic whose sales are lower than expected, who wants a live diagnosis of pricing, page copy, or content-offer alignment.
- A YouTuber getting a decent conversion rate but not enough revenue, unsure whether the fix is more traffic, a different price, or a rebuilt offer.
- Someone about to relaunch or reprice an existing course who wants a repeatable framework instead of guessing at what to change.
SKIP IF…
- You haven't launched anything yet and have no existing offer, page, or audience to diagnose. This is a teardown format, not a from-scratch course-building tutorial.
- You're looking for platform growth tactics like views or the algorithm rather than monetization and offer strategy.
The full version, fast.
Free content sells paid clarity, not information, because free video forces viewers to sort good advice from bad and often click what's interesting instead of what they need, leaving them frustrated enough to pay for someone to just tell them what to do. Across four live offer teardowns, the fixes are consistent: work backward from a revenue goal to the number of sales needed, price high enough that the number is achievable, replace curriculum lists and vague pain points with specific measurable outcomes and a validated emotional reason to buy, fix content-to-offer alignment before touching the page at all, and use urgency (a launch window or waitlist) instead of an always-open evergreen cart. Diagnose with data before rewriting anything: check traffic to the sales page and per-video tracking before assuming the copy is the problem, since high conversion with low revenue is a traffic problem, not a page problem.
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00:00 – 05:46
01 · Hook and thesis
Ed lays out why free content actually drives course sales: it causes confusion (wrong advice applied to the wrong situation) and it trains viewers to click what's interesting instead of what they need. The fix is to sell clarity, systems, feedback, and tools, not raw information.
05:46 – 19:17
02 · Ryland Russell: church live-streaming offer
A church tech YouTuber with 28k subscribers and a $127 budget live-streaming course gets his pricing worked backward from a revenue goal, is told to make less product-review content and more original systems content, and is walked through raising to a $3,000 cohort model.
19:17 – 28:55
03 · Noct: AI agency offer misalignment
A French-market creator with heavy traffic but low conversion on a 'make money with Claude' channel learns his content and his AI-agency offer are about two different things, and that a broad audience is harder to convert to a specific, pricier offer.
28:55 – 42:56
04 · Tim, part 1: rewriting the sales page
Ed rewrites the headline and subheadline structure for Tim's mid-ticket Story Flow Process course, cuts the curriculum list, and pushes for a specific, visualizable problem statement instead of a vague one.
42:56 – 53:09
05 · Tim, part 2: swipe files, interviews, and evergreen urgency
Ed compares Tim's copy against a competitor's sales page for specificity, recommends interviewing past buyers to find the real emotional reason they bought, and diagnoses that an always-open evergreen cart has no urgency compared to Tim's earlier launches.
53:09 – 1:08:02
06 · Evan (DoggettStyle): conversion audit and content strategy
A dog-training YouTuber already converting at roughly 30% is told his real problem is traffic, not the page, then gets a plan to track sales per video with RevTrack and to make more problem-aware content (off-leash behavior) alongside his solution-aware e-collar content.
Lines worth screenshotting.
- Free content doesn't kill the market for paid courses, it creates it: viewers get frustrated and confused trying to apply generic advice to their specific situation.
- People watching free tutorials click on what's interesting, not what they actually need, so they skip the boring fundamentals that would fix their problem fastest.
- A good course strips out everything not needed to get the result, the same way a basic private lesson can outperform hours of free video.
- Reviews earn a channel views because a famous product gets clicks, but only original systems content sells that channel's own course.
- To hit a revenue goal, divide the target by the price to get the number of sales needed, then judge whether that number is realistic at the current price.
- Raising a course from $127 to $3,000 turned a 784-sale annual goal into a 33-sale goal for the same revenue target.
- A headline's only job is to get someone to read the subheadline, not to make the sale by itself.
- Listing a course's curriculum on a sales page invites the buyer to just Google each topic instead of paying for the system.
- A vague problem statement like feeling lost doesn't sell, but a specific consequence like getting no views, no comments, and no shares lets the reader picture their exact situation.
- The real reason customers buy is usually deeper than the surface reason they give, and asking why repeatedly surfaces the emotional driver that should anchor the sales page.
- An evergreen offer without urgency lets buyers postpone indefinitely, which is why a launch window or waitlist converts better than an always-open cart.
- When conversion rate is already high but revenue is low, the bottleneck is traffic to the page, not the page itself.
- Per-video link tracking reveals that a small number of videos usually drive most of a channel's sales, showing exactly what content to make more of.
- Naming a product after its solution ('e-collar') only reaches people who already know that solution exists; naming content after the underlying problem ('a dog that won't stay off leash') reaches everyone who has that problem.
- Matching a channel's content topic to its offer topic, not just its general niche, is one of the most common things creators get wrong.
- Testing a deliberately rough, authentic-looking thumbnail can outperform a polished one when that rawness matches what the audience already trusts in that niche.
Sell clarity, not information, then fix the page only after the offer is aligned.
OFFER TEARDOWN
Across four live sales-page teardowns, the fix is rarely clever copy. It's matching content to offer, pricing against a real revenue goal, replacing vague claims with specific results, and adding urgency to an evergreen cart.
01Hook and thesis
- Free content doesn't kill the market for paid courses, it creates it: viewers get frustrated and confused trying to apply generic advice to their specific situation.
- The value of paid information isn't the information, it's clarity: a system, feedback, and tools that stop someone from making costly mistakes while implementing.
- People consistently click on what's interesting rather than what's foundational, which is why a single basic lesson can outperform hours of free video.
02Ryland Russell: church live-streaming offer
- Work backward from a monthly revenue goal by dividing it by the price to get the exact number of sales needed, then judge whether that number is realistic.
- Selling mostly through affiliate product reviews builds views for other people's products; selling a personal system requires content that teaches your own method instead.
- Raising a price and lowering the required sales count (a $100k goal needs 784 sales at $127 but only 33 at $3,000) is often easier than trying to sell 20 times more units.
- A vague headline doesn't set up a specific result, so it fails to hook a visitor before they even see the price.
03Noct: AI agency offer misalignment
- The single most common problem in a low-converting funnel isn't the page, it's that the channel's content and the offer are about two different things.
- A broad, high-traffic channel attracts casual browsers who are harder to convert to a specific, higher-priced offer than a smaller, more focused audience would be.
- Chasing a 'get rich quick' audience by disguising what an offer really is invites chargebacks and refund demands; it's better to reposition toward people who want a real business.
04Tim, part 1: rewriting the sales page
- A headline's only job is to get someone to read the subheadline; splitting attention across two competing headlines weakens both.
- Listing a course's curriculum on the sales page lets a buyer conclude they can just Google each topic instead of paying for the system.
- Replace vague problem statements with specific, visualizable consequences so the reader can picture their exact situation.
- Lead with one strong, specific testimonial early on the page rather than several generic ones.
05Tim, part 2: swipe files, interviews, and evergreen urgency
- Interview past buyers and ask why repeatedly to find the emotional reason they actually bought, then mirror their own words back on the page.
- An always-open evergreen cart removes urgency, so buyers postpone indefinitely; a launch window or waitlist gives them a reason to act now.
- Two separate offers that use the same core promise risk confusing buyers about which one they actually need.
- A competitor's sales page is most useful as a study in specificity of language, not something to copy for design.
06Evan (DoggettStyle): conversion audit and content strategy
- If conversion rate is already high but revenue is low, the constraint is traffic to the page, not the page itself, so leave a working page alone.
- Per-video link tracking shows which specific videos actually drive sales, so a channel can double down on what already converts instead of just chasing views.
- Naming a product after its specific mechanism only reaches people who already know that solution exists; naming content after the underlying problem reaches a much wider audience.
- Deliberately testing a rough, authentic-looking thumbnail can outperform a polished one when that rawness matches what the niche's audience already trusts.
Terms worth knowing.
- RevTrack
- A link-tracking tool that gives every video its own tracked link, so a creator can see which specific videos drive sales instead of just channel-wide traffic.
- Cohort
- A group of buyers who move through a paid program together on a fixed schedule, rather than buying and starting whenever they want.
- Evergreen offer
- A product left open for purchase at any time, with no launch window or closing date.
- Solution-aware audience
- A potential buyer who already knows the specific tool or method that solves their problem, so marketing can name that solution directly.
- Problem-aware audience
- A potential buyer who knows they have an issue but doesn't yet know or trust a specific solution, so marketing has to describe the problem before naming the fix.
- Risk reversal
- A guarantee built around a specific checklist the buyer must complete before qualifying for a refund, instead of an open-ended money-back promise.
Things they pointed at.
23:20book$100M Leads (Alex Hormozi)
44:10channelNick Crystal's sales page
59:10toolRevTrack
50:00channelFilm Booth
Lines you could clip.
02:20
“Free content is an amazing thing. It just means that people end up frustrated and confused.”
07:50
“You don't sell a course or consulting. You sell the system that gets results.”
10:50
“Reviews sell other people's products, your systems will sell yours.”
21:30
“This looks like it should cost me 10, 20 grand and they get to the bottom of the page and it's only 3K. How do I sign up?”
1:05:00
“An e-collar is solution aware. I don't know what an e-collar is, but I know what a misbehaving dog is off a leash.”
Word for word.
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metaphor
Hey peeps, how are we doing today? Right, today's live we are going over how to sell information when everything is free. If you want to hop on the live there's a link below this video in the description and it will allow you to hop in and chat with me.
Before we get into that, because people always turn up about five minutes late to these things, I'm just going to quickly go over how we sell information when everything is already free. online. And it's very simply down to this.
So firstly, it's probably the most asked question I ever get. How can I sell a course if everything's free online? And the first reason is because free content causes massive problems.
In fact, the reason that we can sell information is because free content causes so many problems to the people that buy them. The watchers, sorry. Free content is an amazing thing.
It just means that people end up frustrated and confused. So let me explain. So the best example of this, I kind of mentioned it on last week's live.
I used to have a channel called Film Booth. I taught people edutainment. This is how to use stories and lots of editing and lots of exciting things to make your information more interesting.
I had a call with someone who had a white noise channel. White noise helps people focus. And he wanted to help me implement storytelling in his channel.
which would have wrecked his channel because people just want to hear, listen to noise. So I said, you know, why do you want to put storytelling into your channel? And he said, well, it's when you talk about it all the time.
You say how important it is for YouTube growth. So I want to get into my channel to grow it. So that's the first problem with free information is that people listen to the wrong information and then apply it to their own situation.
Now, my... Story there is kind of weird. You might be sitting there thinking how on earth could anyone think you should tell stories in a white noise video?
But actually this happens on a much bigger level the best example is free Gary Vee So Gary Vee makes videos about how to market on social media, but his perfect viewer and buyer is a corporation He has VaynerMedia huge marketing company. He charges massive amounts. So he's making his content for his buyers So what he does is he stands there and he says, right, you need to have six Instagram accounts now and it's been on every platform.
And what happens is a lot of small businesses watch that. And then they start to try and implement this thing because Gary doesn't sit there at the beginning of a video going, right, this isn't relevant to people who are earning under a million dollars a year. This isn't relevant if you don't have a team because it would wreck his content.
So what happens is people listen to the wrong information that isn't actually designed for them. apply it to their own situation, and they get massively, massively confused. And this is where paid information can come in in a second and solve these problems.
The second massive problem with free information is when you're learning stuff, you click on what you're interested in, not what you need. So I've spoken before about how when I learned to DJ, I spent like 10, 20 hours watching YouTube videos. I was trying to learn all these cool techniques.
I never clicked on the boring video that taught me the foundations. So I paid. for an in -person DJing lesson.
It was an hour. It was so basic. The teacher was like, ignore everything.
Just don't focus on anything. Use this one slider here and this one knob, and you're basically going to be doing the things that DJs do most of the time that get you to a level that's pretty good. By the end of the hour, I was at a level that was significantly better after clicking on all of these videos that I'd been watching on YouTube.
So the second problem with free information is we click on what's interesting, not what we need. So in order to sell information, what we need to do is stop selling information and sell this, clarity. Because by the time someone thinks I want to spend money on a course, a product, a service or a consultant to help me solve my problem, they're frustrated.
They've tried everything. They're watching the free stuff. It's not working.
They just want someone to say, here, just do this and give them the clarity. So when we start looking at people's offers and so on in a minute. What we need to look out for is, are they selling information or are they selling clarity?
And the way that you sell clarity over information is, firstly, you don't sell a course or consulting. You sell the system that gets results. The only thing people need to do, like my DJ teacher who told me, you only need to do these three things, that is the whole point of a course.
We get rid of absolutely everything that isn't needed and only give them the steps to get them the results so they don't get confused. And this, of course... can be sold as time saving.
Then there's things like feedback. So you're not just selling a course, you're selling support. And this is where human feedback comes in, like coaching and so on.
And the whole point of that is to stop them making mistakes that slow them down, which they can't get online when they're watching a video. So we're selling time saving, avoiding costly mistakes. And then the third thing we sell is tools.
So devices... to help people implement what they've learned faster. So I have built StoryOS.
This is an AI. It's a platform that helps people action that I teach to stop them from going and trying to implement it in all these weird and wonderful ways that people often do. So that is the whole point of selling information, is that we're not selling information.
We are selling clarity, systems, time -saving, the avoidance of mistakes, and implementation. So that's the real big difference between selling stuff that's free online and then selling stuff. Now what we're going to do is we're going to invite some people up onto the stage.
If, by the way, you want to hop on this, there is a link below, and you'll appear in my waiting room, and we'll take some questions and look at offers and so on. I can see Ryland here. You've got your – let me just remove this one here.
You've mic'd one of you? Yeah, man. Great to see you.
Cool. Nice to meet you. How can I help?
Hey, thanks for doing these live streams. I'm a fellow YouTuber. I've been doing this for about five years.
And my goal is to help the do -it -all church worship and technology leader. That's what I am. I'm a worship pastor at a church.
So my offer is a course that is all about budget live streaming. So helping churches without much budget do live streaming really well. And my question is, I think my pricing is either it's like right in the middle.
It's only like 150 bucks. I've got about 28 ,000 subscribers on YouTube, about 10 ,000 email subscribers. But really, I've struggled to really do a lot of sales with that.
I'm wondering, should I do more smaller ticket items that more, you know, helpful tools that a church could utilize that are just templates, things like that? um or should i go more into hey let's do a cohort to go through this course together with like 10 people every week we're going through this and diving and you guys can really get a lot of value that way but a higher ticket item so that's kind of where i'm stuck have you got the link to your current offer Yeah, I can put that in the chat.
In the chat thing, there's a little private chat thing. Throw it in and we'll take a quick look at your current offer. But your concern with the current offer was the price point.
Yeah, I wonder about the price point. And is it just not the right offer for my audience, possibly? You know, I love the topic that you're talking about today because it's something I've gone back and forth on.
If there's so much free stuff out there. Is the value still there for courses or are courses kind of dying? No, there's still value for it for sure.
But for all the reasons I just said, of course it's clarity. So let me just get your thing up on the screen. So is this it?
Yep, that's it. Okay, right. So the first thing's first price.
There's a few questions I'll ask you, but I'm just gonna have a quick look.
All right. Next level live streaming on a budget. OK, so are you worried it's too expensive?
I just wonder if it's like in between price points where I feel like it should be able to do this. I just haven't had a ton of sales from it. And, you know, maybe I've had 50 sales.
And I wonder also, like the idea of getting enough reviews to push the. success rate more than just like me saying it's worked for us maybe that's the next step in this is like going i feel like a lot of people that have bought it i've not had much like follow -up with them they just buy the course and i'm like are you guys doing it i'll send them through the the follow -up email chain of you know let me know if there's anything that i can help you with um well let's do the maths and work backwards how much do you want this to make a month um if i made another couple thousand bucks a month off of core sales that would be great do you want to give me a specific number um let's say let's just say a thousand dollars a thousand dollars yep okay that's that's that's pretty that's pretty simple all right so we got a thousand dollars that's the goal uh and it's currently priced at 127 correct i think it's like 127 something like that okay so that means you need to sell
eight seven point eight all right so we'll call it you need to make eight sales a month all right so the first thing we're going to do is firstly just check on your channel and make sure that is your channel actually aligned with your offer so your offer is helping them set up church streaming right and your channel is about church streaming correct yep a lot of technology in the church and how to do things on a diy or budget um and just reviewing different products but also worship leading and really just trying to help that do it all worship leader that's okay what i'm doing so the first thing you need to do is make less reviews if you want to sell your course and more content helping people set up streaming at church okay because reviews sell other people's products your systems will sell yours and i'm seeing a lot of reviews yeah i feel caught in that trap of that is what has generated income with affiliate sales and doing things like that.
So I don't want to just become the product review guy though. No, you can alternate it. So what you'll find is with channels like yourself, the review is often a view weapon in that they get more views because if the product is famous, people naturally click on it.
So we can use reviews as one weapon, right? Now what we need is you giving credibility and fixing problems that people have within their church streaming. so for example what's the most common problem people have um the knowledge gap of like how can we actually do this and make it a cinematic style broadcast but not spend what megachurch money might dictate uh you think that you need to spend okay so what would the word be it's not is it the word of megachurch i think that people want megachurch results on a micro church budget okay so a video called how to make a regular church look like a mega church or how to make a church's live stream look like a mega church with a thumbnail that was the before and the after on the other side then what you're doing is you're just going to give them three or four tips like look here's the three biggest things that are wrecking the quality of stream i'm going to show you how to fix them right now and the difference it will make this sort of content naturally leads into hey by the way i've got a course on this does that make sense
Yeah, absolutely. And I think there's some of... Go ahead.
Go on. I was going to say, I think in the niche that I'm in, there's also this idea of like feeling a little guilty of like even asking for people to pay for a product whenever you're trying to help churches and people like myself. So sometimes I feel that push whenever I don't want to self -promote as much maybe as I should.
Everyone has that. i haven't i'm supposed to be marketing in these live streams and i always forget i've been doing this for years since how i make money but i don't like it either a lot of people don't like it we're not creative people aren't naturally sales people business people are i'm a weird mixture and we just don't like selling we feel sleazy we feel like people are gonna get upset but at the end of the day it's actually a very good service to sell because if you have a viewer watching who finds your offer and goes oh my gosh this is going to solve all our problems and then they end up transforming their church and as a result more people join in so that's probably the best way to think of it right but don't it's not just the niche right everyone goes through this but when now what we want to look at right is we know that the channel is kind of in line and really we want to be making some more content that is more in line with the offer in terms of like systems and so on next what we want to look at is your sales page so in terms of sales right we need to get
eight people across here do you know what your rough monthly views are monthly views on youtube or monthly views on my sales page youtube to start off with i could check really quickly um not as much as i would want probably but let's see 92 000 views in the last 28 days okay if you click on the audience tab there should be a button that says audience which is the amount of people rather than the views 35 000 okay so you're getting 35 000 people a month right and we need to get eight of them to buy something all right so you don't have a youtube views problem in that sense the next sense is the sales page right it's like how many people are going from that to your sales page do you know that off the top of your head or a rough number I really don't.
I've looked at your product to see what videos are pushing people to that, but I've not implemented that yet. Okay, so that's the first thing you need to know. Because if you look at this and go 10 ,000 people a month are coming to this and it's not selling, we know it's the sales page.
If you look and go one, we know it's the content. But then after that, let's just assume it is the sales page. You're making some kind of mistakes here straight away.
So the first thing is your headline, next level live streaming on a budget.
We need a headline that sets up a bigger result. What does next level mean? If it was something like transform your church from regular church to mega church high quality stream in just 12 hours, it's a way more specific result.
And for you, we just don't have that. So it's not going to hook people. Too vague.
So then what happens is we go down here and the video is fine. I'm not going to click on it right now. Price straight away.
So it's expensive because I have not built up any value in this sales page at all. Doesn't matter if that was a pound or a thousand. To me, that's expensive because I don't know what's in it for me, how it's going to help me solve a problem, the results it's going to get.
I'm just here with the price. So the price needs to be pushed way further down the page, right? And then we've got this next level live streaming on a budget again.
And you're not really selling here. So what we need to do is, and then remember what I said at the start of this, right? Don't sell a course.
You're literally selling course content straight away. And the problem with course content is people can go, all right, cool, he's going to teach me audio mistakes. I'll just go and Google that.
Lighting mistakes. I don't think I've ever listed the curriculum of my courses on my website, maybe ever. And if I do, I position them as a result.
So I'd say level five, discover how to transform the pulpit. into a 70s disco vibe right like or something like discover how to light it so you maintain your audience's attention for longer it needs to be a result that makes them curious and makes them go that sounds like what i want without necessarily just selling them information because otherwise it's just a playlist right so it's helpful and they go cool i might want to learn about stream decks but we need to make sure beforehand we do a few things we really set up the problem which is what is the big problem your church doesn't look very good no one's tuning into your live streams you want to get more people involved but when they see your bad looking set up it makes them think they're cheap and they go and watch a mega church instead here's how we help you solve this problem or here's how we help you insert very specific result and then what you want to be doing is thinking about right what can i
heavily push as the benefits here rather than the features so what are the what are the top three benefits of doing this course the top three benefits are that the front door of your church is now going to accurately represent your church to people as they're you know it's the first place that people are coming online to check out your church before they walk through the doors because it's the final frontier of non -curated content but we want to accurately represent it and so if you go through this course you're going to do it without breaking the bank of your like being a good steward of all the tithes and offerings that people are giving but you're doing it streamlining like it's you're getting there quicker is the goal of the course okay so everything you've just said we can ignore most of apart from you're going to do it quicker right they want to save time they want to do it fast they don't want to make mistakes remember the things i listed earlier right which were they want a system that gives them only the things that they need to get a result they want to avoid all the costly mistakes um they want something proven that is going to work so that they don't have to waste hours watching free content you also want to think of the deeper why you said it they want to represent their church i don't know if that's the why and usually to find the deeper why you i'll keep asking you why like a child so for example
You said that they want to represent their church in the right way. Why? Well, why is because the message of the gospel is important and it's urgent.
And so for churches, it's the greatest story ever told that we are trying to reach the world with. And so we can use this as a vehicle to share that with people outside of the Sunday morning hour. And so the live streaming.
So they want to reach more people. Yeah. They want to reach more people.
They want to do it without spending a huge amount of time, money, and energy on building a megachurch setup, but they want to create the same experience. All right? So that's basically what you need to sell.
And this is where your page is kind of struggling in that think of the headline. It's not selling any of that. It's not selling reach more people, is it?
And it's not selling... It's selling on a budget. But I mean, if you're leading with that, people are going to want to spend less and less.
It's fine to say, you know, it's going to cost you, you're going to get a $10 ,000 result for less. But if it's just all about cheap, this is expensive.
That's definitely a thought I've had. Yeah. So that's going to be the main thing.
You can definitely sell more. I wouldn't touch the price at all. I think if you can get a good result for people and save them a huge amount of time, this is very good value.
i would be thinking how do i make this feel cheap and you need to learn how to basically craft the offer into people something people struggle to say no to which i can't go into like lots of details today the before and afters are excellent like this sort of stuff looks like a ten thousand dollar shot so i'd be littering your page with this but that's what they want to buy they want to buy reaching more people and that end result for less That makes sense.
What do you think about the cohort idea to increase the price for maybe a small group of people? And that would allow me to get more real life reviews to be able to utilize on the sales page. So the first thing we want to ask is why?
For you personally, right? So we have to put a monetary number on it. I know it's not all about money, but it's the easiest thing for us to aim for.
So how much do you want this business to make? um if i was to do the cohort like how much would i uh want to make no everything combined what would be the number you would love this business to hit no matter what you're selling the overall let's say a hundred thousand dollars a year okay so a hundred thousand dollars a year um that's that's very very achievable so now what you need to look at and go there's a few routes to do this okay and there's going to be sacrifices for both in the if we want to make 100k let me have a look at the maths divided by 127 you've got to sell 784 of these on demand right which is quite a lot so the next question is if we are doing a higher ticket right and i'm going to price it at 3k how many do we need to sell um 33 What sounds easier?
33, probably. Yeah, and it is significantly easier. All right, so now what we need to do is create an offer where people turn around and go, this looks like it should cost me, you know, 10, 20 grand.
This looks exactly like we want. The church has got some budget and they get to the bottom of the page and they expect to see a 10 grand price tag and they go, oh my gosh, it's only 3K. How do I sign up?
And the cool thing about this is you can do it in cohorts. So if you want to do them over the course of the year, a cohort is usually a group. So one of the things that we can look at is if we do four over the year, you only need to get eight people signing up a quarter.
An eight -person program to sell out with your following size, not hard, so long as you learn how to construct the offer correctly. So for you, it's going to be a case of asking, what could they not say no to? This is where guarantees come in.
Now, I don't like guarantees because most of the time they're scammy internet guarantees that mean nothing. But you can start playing around to reverse the risk, saying something like, you know, we guarantee that if your church doesn't look like, or you haven't got your setup that you're happy with and your congregation are commenting on how amazing it is, we'll refund the difference or we'll send the money back.
I don't think you're dealing with an audience of people who are going to, a lot of people when they're doing guarantees, they're worried that their audience is going to turn around and... sort of take the mick, right? And be like, give me money back.
The younger the audience, the more that happens. The different niches, the more that happens. Like making money online, it happens all the time because people have sold a big fake dream.
If you honestly believe you can get people that result, you'll probably get no refund requests ever. All you do when I've done these sort of guarantees, just say, look, to make it fair, I'm doing a checklist. You can check everything off of this and we haven't helped you get the result you want.
No questions asked. But you need to make sure you tick everything off. So you do a nice risk reversal.
We'll have this result in eight weeks. And then you're going to provide the support with the team so that when they've got tech problems or when they're setting up, you'll be there on a Discord chatting to them. Now, we did set up within my Discord for my last program.
And it wasn't part of the course. And James Kelly, who used to do studio setup advice, he was slammed. Because people...
struggle with setting up cameras and getting the results so that the value of my discord shut up and people used to say how wonderful it was having james because to them it was so frustrating so i know that having that support when they want it doesn't have to be instant right but having someone there to help is really really valued in fact i think it was one of the most valued things i did and it wasn't what anyone bought so i think you can create a three grand offer there no problem you've just got to look at how to create offers so the best thing to do just go read 100 million dollar leads um i'm pretty sure that covers offer creation just follow what he says in there for you um and i think you'll come up with something pretty good that's really helpful thank you so much no worries all right thanks a lot let's uh who we got here i'm gonna i'm gonna add someone to stage um am i pronouncing your name right yeah exactly it's nice to see you you too um how can i help sure so basically um i i had like i was selling like a course and like a school community um before on like the u .s market i got like a youtube channel with like 30k subs and then i just started a complete new one you know and it grew i think in two months like 7k
um but it is unlike the french market you know so just so you know it it would be difficult to analyze like everything right but i still want to know like your insight because i have a very big problem which i was not having before i can send you maybe my channel a french one and i think that like just by looking at it you know like the thumbnails the titles maybe you could tell what would be like we're doing offers today though i'm not doing channels today so we're only looking at the offers oh okay we're themed we're themed we're themed on offers so if you got an offer or anything you want me to take a look at in that sense i will otherwise we'll move on oh okay i i i'm sorry yeah but like no worries it was mainly like a conversion problem that i was having like adapting like the the offer to like the traffic i was like gaining because i got a lot of traffic but not a lot of conversions so um if you're okay send me the link send me the link to the offer uh cool but i feel like if you don't look at the channel would be complicated and everything is like in french so it was not my questions um my bad send the channel and send the link i can translate it on the screen okay cool instantly
That's cool.
So... Okay. Adam and Tim.
if you want to throw your links in there as well because when i get to you then we can just hop straight into it so your youtube channel link and then your offer link yeah so i got it here right inside of it my private chat okay yeah so that's like and it's it's yeah not ai and it's like a french one you know uh basically okay and then just created like a done for you offer and it's like b2c you know like basically i teach people like um i talk about like making money with like ai and then like i teach people how to oh cool yeah one sec um so i'm gonna just get this up right now Yeah, got this one.
Right.
Wait a minute, guys.
Okay. So this is the channel, right? Yep.
Yep, yep, yep, yep. So the content you're doing is I asked for 20 millionaire. How to make X amount a month in AI business.
It's basically making money with Claude. And then this is the offer. No, it's not this one.
But basically it's in French, but it's the one I just sent you. And I got also low ticket. But this is not me.
What you have. It's this one. Let my AI team create your popular AI agency.
Yeah, this one I just added. and also have like a low ticket that teach people how to create like an ai app you know um and so what's the problem at the moment then just sales too low yeah and the thing i don't understand is like i have massive massive traffic and i talk about like just people who want to make money with clothes but it's not converting like compared to like the amount you know and i feel like i don't know if it's like the uh the funeral i don't know what because like the the offer And the rest, like, pretty cool, you know, because I've already done that on another channel.
So... Yeah, yeah. Well, your issue is...
And I have, like, a $14 low ticket. Like, it's less than $20. And I only made, like, 4K, 3K, maybe from it.
There's also some upsell. But, like, it's very small conversion. Like, it's, like, nothing.
And that's, like, crazy. So first thing I'd look at is where your audience are on YouTube. So where the geography of users coming from?
Have you ever looked at that in your audience tab? Yeah, there's like basically because I do like in French, it's like from France. And then it's like from Africa also, you know, and the problem I saw by talking to them is like some people with the videos they see from me.
It's very real. Like some people like they see like them, I can make money, but they are still like kind of lost. Or for example, they are like.
okay i want to know a bit more you know before doing like the same business as you something like that you know sorry where did you say the audience was mainly uh france mainly france france okay cool yeah so i guess you're france and then probably african speaking uh french speaking countries in africa right yeah yeah okay cool all right so the main problem is how i make x of an ai business and then your offers how to create a profitable ai agency like the content isn't about creating an ai agency it's about making money with claude so it's very different right a lot of people want to make money with claude the idea of making cheap digital things they then sell so they might sell them on etsy or they might sell downloads or they might even build like apps and so on uh an agency is one part of it but if i wanted to sell my agencies my to help people create an agency, all my content would be about that.
Because you can do the broader stuff, but it just decreases the amount of people who are going to be interested in this. So the vehicle and the method you've got here for making money is profitable AI agency, but you've got two ways of doing it. You either put more content on here about creating a profitable AI agency, or you pitch the offer.
as the best way to make money with AI. And you don't tell them it's the AI agency straight away. You need to use the page to introduce them to the idea and make sure it warms them up so that they go, okay, I understand that I need to create an AI agency.
But how often do you talk about building an agency in your content? I only talk like basically about this, you know, but I feel like maybe the people I attract. because like i only see it inside of the video and not like when i would track them with like the thumbnail yeah it's kind of new to them and they are kind of lost and they're like i feel like i need to show them that like hey this is really the best thing to do um and yeah it's like a super broad like you like you say like super general people who want to make money yeah well the but i'm basically at the moment only about this you're kind of at the moment selling just now Right.
So this audience who is make money of AI, they're often the get rich quick people who they just want to make money fast. They don't really care how. So the moment you introduce them on your sales page, an agency, I imagine most of them are going, I'm not interested in that.
So make more content about starting an AI agency and you'll instantly drive better traffic to your content, to your offer. And OK, I see. Thank you so much for this.
And do you think like the best is like to make more content about AI agencies or more niches or maybe like, I don't know, like still gaining a lot of traffic and views and maybe there's like a better way to monetize it with another offer. You know, maybe I don't just want to know your question because a lot of people talk about like, you know, being the specialist and other people like about like, hey, having big traffic and monetize it.
Just wanted to know like your opinion. Well, if you go for a big audience, it's harder to charge something more expensive because they're often beginners or they're not as interested or they're new to the topic, so they're not going to invest as much. That's why niching down works because you often appeal to people who are more serious about the topic and you can kind of charge more.
You can, of course, charge more when you have a big following too, but the joy of a big following is a big audience, but it's harder to sell. your service to a big audience because it's specific you have a specific offer and then a broad channel you want to if you were going to make an offer for these people it would be i'm going to show you how to make a million with ai using probably not even saying it we're going to show you the best business to set up we're going to you know you kind of disguise that it's about anything else because they only really care about making money i personally wouldn't do that your life will become a nightmare that audience is the most chargebacky call you a scammer as quick as you can kind of audience on the planet i think i would be thinking how can i build something that's attracting people who actually want to start a proper business not people who quit straight away and then call you a scammer so that that would be what i would do but the main the only problem really is you've just got a broad broad channel with a more specific offer meaning you want this so you can reposition the offer to appeal to those people or reposition the channel but
that's kind of up to you i think i'd reposition the channel okay great all right uh yeah thank you so much for uh just serving this i hope it will help like a lot of people too you know importance of offer alignment with everything the audience offer alignment gets mucked up is very is an easy thing to muck up but it's once you get it right that's when you get these videos that don't get many views and then seem to get a load of sales it's kind of the magic all right i'm gonna move on to tim tim hey hello that's nice to meet you you too how can i help um yeah i i just saw you you went live uh in the last couple of well weeks and i thought it was pretty cool i've been watching and now i saw i could join the chat so i thought why not and now i'm here so uh what i'm basically uh could help most uh could use most help with is my i've started one and a half year ago it's going pretty well future yeah um i know who you are yeah i've seen your videos ah great that's that's great um so yeah i started out with a low ticket offer called the story start kit um it helps people to start basically um and now i just released my mid ticket uh course um i worked really long on it i felt
little bit maybe too much in a trap that you always warn people for with just working on a course way too long and then releasing it yeah but um yeah i still was i'm very happy how it went the first launch did pretty well i think i just sold it to my email list to about 75 or 80 people um which i was really happy with and then i closed it for another two months to improve a little bit and then um i relaunched it again and had about 30 people join so i've got about 100 people now in it however um i've had quite some traffic to this page in the last well month or two since i've made my launch video um and I feel like I hoped in some way that it would perform a little bit better cold or well, maybe not completely cold, but in my data, I can see that about 95 % of the people who buy this have also bought my low ticket product.
And I'm just wondering if there's anything you see from my sales page, which should be improved or short. Yeah. So, sorry, just to make sure I understand, you said the first launch did 70?
70, yes. And then the next one did 30, correct? Correct, yes.
And then when's your next launch? No, now it's just open. It's evergreen.
My idea was always to have it evergreen. Yeah. Okay, all right.
How big is your email list? Sorry? How big is your email list?
It's got... 14 000 people on it um of which 50 really signed up for the for the newsletter and the other half is because they downloaded a freebie or any show how often do you email them i try to do it once every other week which isn't i usually do sorry you got to do more now you're evergreen uh minimum one a week okay so you're doing two a month at the moment it's not enough yeah um right so very common problem in the what's happened is um let me see if i can actually share my uh other camera here so why is this not working there we are all right i'm just gonna remove you a sec no i'm not this is not going right why is this happening here we are okay so um let me just draw this so you've done launch one right really good at 70.
uh launch two at 30 and now you're evergreen right so your sales are just doing this And what you're going to find now, your evergreen is they're going to feel like this because this was all your audience who bought your low ticket. This was the other people.
These are people who have been in your ecosystem for a while, who are just massive fans of buying no matter what you do. They're now gone. Our job is how do we warm these people up?
So the interesting thing that you've said to me is that your low ticket. got people to the high ticket. So that's one way.
You can build a system that creates sales by driving people to your low ticket and then making sure the back end and during that low ticket, you're actually upselling to get to the high ticket. But now your wait list is gone. What we really need to do is looking at why do people need to join right now?
And this is why I like a wait list, because it gives people a reason to join right now when you say there's only open for three days. Otherwise, what happens is people sit there and they go. I'm going to do now.
I'll go and get my card in a minute. I'll do tomorrow. And then there's no urgency, right?
So people aren't coming in and wanting to buy. So the first thing we're going to look at on your page is why do they need to take action right now? The second thing is, do you have any sort of like call or anything?
Or is it literally just buy now?
Do you have a call or anything? A call. Yeah, like how do you get them over the line?
No, no, no, no, it's just what I tried now, what I created is to what you're saying, from the low ticket, I created an email sequence to indeed upsell them after that to this one, but there's not a call, it's mid -ticket, so the page is... all there is, and the video, and then they have to decide if this suits them, you know?
Okay, cool. So, make any video feel like a story.
Learn a repeatable process for building story -driven videos with clearer structure, stronger visuals, better editing, sound, and flow. I like that. That's very specific.
building story driven videos. Are these people who want to do YouTube? Are they filmmakers?
Like who's the avatar?
It's mainly people who want to create better videos by becoming better storytellers. And some of them, obviously like half of them want to become creators, but there's also some people who do it as a hobby. Other people who want to grow their personal brands, but Yeah, there's no real specific avatar.
That's good. All right, yeah, so the sales page, it starts to get a bit vague. So this is nice and specific.
And then you've almost got two sub -headlines here, right? Which we don't want. We want a nice big headline that sets up what it's all about to hook them.
The goal of the headline is to get people to read the sub -headline. The goal of the sub -headline is to get people to want to go further, right? so make any video for like a story it's okay i think it's you could probably do something better but i don't i for me i saw it and went oh cool i got it so it's avatar specific i do prefer that as a headline and then almost this as a sub headline and almost none of this or you do what's called an eyebrow and have it like where this is smaller but i think learn a repeatable process for building story driven videos of clearer structure that to me is result you're selling and then probably make that the headline then when we come down we've got the video this is all good now the thing about testimonials is i like to have one straight away because what happens is there's too much for me to take on here so we've got we want the the best testimonial you have so if you look at the story um i just it's It's a big testimonial that says, oh, okay, we can't see it.
One sec. I think it's because I've got it in a private browser there. Otherwise, it goes to my app.
Basically, it says I am millions of dollars better off, which is what people want, right? I know it's a big win. So at the moment with yours, we've got these three testimonials that I'm not going to read.
I want the one big one, the game changer. After that, you can learn every tent leak and still feel lost. It's too vague.
So you're setting up the problem here, which is a good thing to do, but it needs to be more specific. Like you can learn a bit of feeling lost. You know, have you tried to learn every technique and still, I'm just going to use views as an example, get no views, you know, receive no comments, have no one sharing your videos, be specific.
And this is, I've spent my life telling people to be specific with their headlines, subheadings and their copy, because when you're specific, the reader can picture it in their mind. Whereas when it starts to feel a bit, feel lost, it takes me a while to kind of like articulate what that even means.
So this is better. You watch tutorials about lighting, editing, storytelling, filming, but when you're working on your own project, the hard part usually shows up in the middle of the process. The hard part usually shows up in the middle of the process.
Too vague. I don't know what that means. So what does that mean?
Yeah. are you asking me yeah what does it mean well that in the middle of the process it becomes hard to to either continue your video or the questions start popping up you know about okay how do i do this how do i do that you know everyone can start working on a video but it's way harder to finish it because all these questions start to arise and okay so that's the trend across the creative space I've worked with music production channels whose whole entire high -ticket offer is getting people to finish music projects.
I've worked with a quilting channel I was chatting to yesterday. She was like, people start quilts and don't finish it, so I'm building a program to help them finish. So if that's the problem that they actually have and they're articulating to you, we need to make sure it's about finishing story -driven videos and get that problem in here much clearer.
Because every strong video is a chain of decisions.
Yeah. What's the exact decisions that turn a rough idea into video flow?
Where did you get the structure for this sales page from?
The structure? Yeah, like how did you... I created it myself with Lovable.
Yeah, but what I mean is, did you follow a process to creating a sales page?
Or did you just make up what you were going to put on the page, for example? No, I did research about how the pages are built up in which kind of order. Sure.
Well, let's have a look at Nick Crystal's sales page, right? It's very fancy and there's a lot going on, but let's look at the copy. So, become a world -class visual storyteller.
His avatar, that's exactly what they want. quite authentic story and videos that build a loyal audience and help you land high value clients very specific result okay yeah it's not quite the same as yours then when we scroll down the problem is nobody cares about your video you see how he's hitting you with the exact problem that they're probably emotionally feeling so he's like you have the shots but no story you don't follow a people process people only care about a good story told in a way that feels real right and then he comes down and um He starts with the problem and then he introduces, this is the solution, the academy.
Again, you don't have to make it this insanely designed, but he's very specific with what they care about. So I think if I were you, go and interview your clients, try and get 10 of them on a call and speak to them. You need to find out the emotional reason that they bought this, which might have been finishing.
And we need to make sure we get the language that they use as to the reason why they wanted this and repeat it back to them on the sales page. Does that make sense? Because if they all turn around and say, you know, finishing is the biggest thing, we need to have this headline saying finish any video to tell the perfect story.
Yeah, yeah, yeah. So it looks like... I think because my low ticket product, the story starter kit is so focused on finally finishing.
you know finally getting unstuck finally finishing a video is that i really tried to to make it different you know like really feel like the next step um like like now in my head it was always like that so now you know how to finish a story now for a for the full process for the for for bigger videos you can get the story flow process but um yeah it might still be of course that they experienced the same issue.
We're still finishing a bigger video. It's a very, very good point you brought up because we were talking to someone the other day and we realized all of their offers sounded exactly the same and it was confusing. So the fact that you actually picked up on that is great news.
I think basically, right, so your content itself is going to do a huge amount of the work for you because basically every video people watch, they're going to go, I want to do what this guy's doing. Which is great. Your videos are so good.
Thank you. This will get more sales more consistently if they have that same reaction when they land on the sales page. So you really need to learn how to structure an offer to make it more appealing.
And then did you mention you didn't have any kind of background system trying to sell this to people?
Well... when people buy the story starter kit they will get in a like 35 day sequence um with i know six emails talking about the story flow process at one point as well so but i still need some data because it's it's been like two months so only new people who are buying the kit will get in uh in that sequence so it's too early to say how that works and i think like 10 people have gone through the full sequence maybe so you're in a good position you're not far off something really good here with your the channel that you've built um that's good like most people don't ever get to this stage where people are going to want to buy what you do without even knowing what you do which is what i got was on film booth people used to want to do what i did and that's all they wanted to pay me for so they came looking for that so that's yeah you just need to strengthen this bit but um yeah that's also what i what what Like what I really liked when you bring that up in your videos, I must say, you know, because you did film booth I also really like your origin story how you started Teaching filmmaking as well with with in your own kind of way.
Oh and then Yeah, that's it people vibrate with the the backstory and which you're gonna know because you know about storytelling, but I think We're doing we're doing a launch cohort for the sex starting 2nd of September to help people refine their offers is perfect for you um if you have any cash to spend this is the this will be the best place in terms of getting a good result quick because i think we can turn this around pretty nicely for you I don't usually tell to people directly on a live stream.
Never done it before. I can tell you I joined the waitlist because it was exactly talking to me, that email that I read. So yeah, I signed up for the waitlist.
Let's see. I think it would be perfect for you. Thanks for submitting.
It's great. So many of my clients have sent me your videos over the last year or so, being like, check this guy out. Yeah, that's nice.
I've watched you a lot even before I started YouTube, so that also helped me simplify things and making it possible to start eventually because it was a big step, a big risk for me. Thank you for all your videos. Nice work.
I really appreciate it. Thanks for helping. See you soon.
We're going to take on Evan now. Evan.
Oh, your mic. Turn your mic on. Ed, how are you now?
I'm good, thank you. How are you? Good.
My question is, how did you get so damn charming? And if you can't answer that question, just help me with YouTube. What's the problem?
So I think my conversion rate is quite good. I think it's a views question, but it might be the page that... It's converting somewhere between 28 % and 33 % is my conversion rate.
I think that's high. I haven't Googled it. The thing you're selling?
Yeah. That's really high. What on earth are you selling?
Free gold?
Discounted gold. All right, let me just get this up. One sec.
Let me just check my battery on my camera. Sure. And not that you paid me to say this, but I did work with you guys in the past.
So maybe the sales page is spot on with Oren's help and all that. I think I took good advantage of all that. If it's 28%, there's really...
Well, it's typically in the 30s. It's typically in the low 30s. Like 32 is where it's been hovering for the past year.
That's even better.
Yeah. Right. So dog training.
Did you go all in on reactive dogs? Oh, e -collar. That was it, I remember.
I went all in on e -collar, but I did another poll recently, and it's 78 .8 % of people are... It's 52 answers, so I don't know if that's enough, but reactivity is... Reactivity.
Okay, so the secret to perfect off -leash behavior.
And cover the step -by -step e -collar training strategy that gives you total control and your dog. Okay, so pretty good. This is the result they want, right?
So I want to start e -collar training. Oh, what's this? Testimonial.
It's pretty big. It's ridiculous. I didn't know what it was.
It would be good to have something that let me know as a testimonial because I thought it was a VSL. I was a bit confused.
Something sort of text on it. All right. Oh, cool.
Okay, we hit him with a letter. So let me just keep going down. Listen, if this is converting at 30%, then we don't, even if it's breaking some rules or not like the best sales page in the world, we don't change anything.
We leave it. All right. Okay.
So I guess the next question is, is it too cheap? Oh, that's not the price. It's 247.
Okay. So this is the value stack. Why is it so zoomed in?
I have no fucking idea. I wish I knew. I tried to fix it at one point and I broke it.
No, I think it shows up better on mobile is why we left it. Well, that's a really good point. If you know that most of your viewers are watching on mobile, then we optimize for mobile first.
So if there's no one watching on desktop, which a lot of my viewers are on desktop, but for you it might not be the case, so it's not necessarily a problem. But I think if you were selling a... Hang on.
It feels very long. But all those pink buttons will bring you to the bottom. And then you have to give me a...
Where's the price? You've got to give me your name and email. Okay, and then it is taking them to the price?
Yeah. Interesting. There's a payment plan option of three payments, three monthly payments at $83 or one payment at $247.
What percentage of people take the payment? I don't know. I can't find it.
So what's the problem? Just traffic to it. I think it's just traffic.
Like my views are pretty low. I apologize. I didn't see in the email list that you were doing just offers.
So I think it's, I think it comes down to just views or I'm just like not talking enough about reactivity. Well, it's all right. So we've got a link problem.
So the link is. the views from the channel get into the sales page so do you know how much traffic is hitting the sales page to start off with roughly a month um sorry i'm trying a multi -screen thing and it's not helping me um no okay you need to know that very important So find it when you get off this.
Because if you look and go, you know your conversion rate, so you must know. If it's just one person or three or four people getting to the page, then the conversion metric is not actually useful because it just means we've not got enough data. So the first thing you need to see is traffic to the page.
Yes. Okay. So I assume this is this month.
New contacts, 79. New customers, 21. All right, so it's low traffic, high conversion.
All right, so then, yeah, we do want to be thinking, what do we do on the channel? So it's basically, how do I get more people to it? Have you got RevTrack set up?
No. Okay, so we'll just have to make, well, it really is helpful because if you look and turn around and go, all of my sales are coming from the VSL on my homepage that I've got as a trailer, which you don't actually have, so you should. Then we just drive all of the videos to that.
as an end screen right rather than trying to do anything else we just point every link and then the content that converts so that's kind of helpful but let's have a look why and this rev track like every single video gets its own individual link is that the way it works yeah so what happens is you don't worry you don't have to like go and copy and paste it into every video when you set up the channel you can auto do it um it'll ping it everywhere as long as you've not got like a thousand videos But it will then start tracking clicks and sales from individual content.
So usually what you find on a channel is there's two or three videos driving all the sales. And once you know that, you make more of that. And then you drive more content at that.
So it's kind of powerful data. I think the problem with not having that data is I can turn around and go make stuff that gets more views. But if it drives the wrong viewer, it doesn't matter.
It doesn't really help you. Let's have a look at the sort of content that I know kind of converts usually. So three things you must know.
Let me just have a look at the headline again. The secret to perfect off -leash behavior.
So off -leash you're using in the thumbnails.
You don't ever say off -leash in the titles. Any reason?
I was waiting for you to tell me. Well, the word you've used to describe it is off -leash. Do you know what I've been doing is I've not been connecting mentally the course to everything that I'm making.
It's the same idea because some people are buying the e -caller. as a corrective tool which i'm constantly like it's so much more basically the e -caller is a leash and there's yeah tons of ways you can use a leash and so some people are are desperate and they're like my dog is you know a reactive and blah blah blah and i wanna this is gonna be the answer because i've tried everything else and so it's the reactive people and then other people are like man how amazing would life be if my dog was off leash but the people that actually like book because i do a free i still offer a free console call to kind of navigate people to help them to like buy the course should we do one on one on one virtually or in person or whatever if they're in canada and so um yeah i've not narrowed it down to that and i think i'm making a bunch of general content or like econ or e -collar general content yeah to kind of funnel everybody in yeah whoa start making some try and use the the more specific terms that are most in line with your sales page i think you're probably doing the e -collar stuff based on what it got views at a certain point and it became a power that you know to use right yeah um so i'd start playing with with words a little bit i also think um your old thumbnails are way simpler
Yeah, just like the worst -looking it looks. Yeah, it's kind of a trend in your niche, though. I've noticed that.
I know, that's why you went with it, because all the fancy ones weren't performing. Bad -looking thumbnails in the dog niche do really well. Yeah, drawn -out dogs and stuff.
See this one. Remember James saying, never draw around a dog? Which you did there.
Why are you not listening to him? You've literally broken the rule. Because it does well.
Look at the niche. It does so well. Oh, I see.
Sorry, I thought you said it wasn't doing well. No, no, I intentionally tested it. I should draw around that white dog or that black dog.
That's a good photo, right? It looks really authentic and taken on a phone, which seems to be the trend in your space. 100 % it was and very intentional.
You also need to... all right okay you're posting a bit more now it looks like did you slow down a bit i did yeah so uh now i'm now i'm up to like one a week yeah one week's good um optimum for learning fast is two it's just a bit hectic if you can basically if you get tracking set up if you post two a week it gives you a chance to expect or make more mistakes basically what we're doing at the moment right so yeah We need to look for some new patterns, new trends, try and establish which direction we're going to go in.
What that means is I need to post more so that I can learn more. The videos will probably underperform, but we'll get more views anyway just by posting more. But if you're a complete beginner, it's not a very good thing to do.
Once you've got tracking set up and you can see, okay, this sort of video is driving clicks. This one's getting views. After a period of time, you can cut back to one again and just use all the information you've learned to grow the business.
so if you can pump it up to two weeks start using the leash off leash word and start making more experiments that leave the realm of what you already know right so we know e -collar does well try and experiment a little bit more break some of the rules of copying what works and experiment with some new styles formats words amongst the stuff that you kind of know works all right so it's like 50 play it safe experiment And does that experiment involve, because the response from the questionnaire was so high of reactivity, should it be like off -leash and reactivity and then watch the rev track?
Yeah, I think so. If this is converting at 32%, to me it means this is really hooking them and going, this is what I want, right?
When you've spoken about dog reactivity in the past to me, at first I didn't really know what it meant. As soon as I see this, I get it. So it feels more accessible.
If you think about e -collar, if you think about the audience, I don't know what an e -collar is, but I know what a misbehaving dog is off a leash. So an e -collar is solution aware. Try and do some stuff that's more problem aware, like five things to do when your dog misbehaves off leash.
and then you can introduce them to the idea of the e -collar inside. So because this is specifically e -collar training, your e -collar stuff is going to be converting nicely again. You're driving really good traffic in that sense.
But to widen your audience, we need to leave necessarily just the people who heard of e -collar and introduce them to e -collar. So target with the problem, introduce them to e -collar inside, drive them to your sales page, and you might find that you get a... more of an audience because not everyone knows what an e -collar is yet yeah or they're scared by the idea yeah great yes that as well right because people think it's going to electrocute is that right yeah yeah yeah giddy up but the other conversions are great if you can if you can get your baseline views back up to around here that'll be looking listen if i can get this to like 25 plus grand a month, I'll take you to Bali.
You and me, we'll go surfing in Bali. Oh yeah, Bali. Great, thank you.
You don't want to go to Bali. Okay, well, you name where we go surfing and we'll go there. I'd rather go to Thailand.
Perfect, we'll go to Thailand. Thailand doesn't try and kill me. Bali likes to try and kill me.
Oh, I forgot you're English. And yeah, they love Canadians, but yeah. I went to Bali and got parasites and it nearly ended.
Anyway, on that wonderful note, let's call it a day. Cheers, Evan. Thanks, brother.
Yeah, like I mentioned, we're going to do an eight -week launch with a small group of people who have an offer, an existing offer, to help them kind of relaunch it, reoptimize it, look at their sales page, their email. talking to their audience, basically turning it off into something that maybe doesn't convert into something that converts significantly better.
There's a link below if you want to join the wait list. We're only going to take on maybe like 20 people max and run it for eight weeks. And then we're all going to relaunch for Black Friday and hopefully get some of our best at our performing months.
I might even do it with you. I don't need to do Black Friday for myself. Maybe I will this year.
It'd be fun. All right. And I'll be back next Thursday, live at five.
Don't know what the topic will be. But I'll let you know. Thanks, guys.
Take care.
The Hook
The bait, then the rug-pull.
Ed Lawrence opens with the question every course creator eventually asks: if all the information is already free on YouTube, why would anyone pay? Over the next hour he answers it twice, once as a five-minute thesis, then four more times live, tearing down real sales pages for a church tech YouTuber, an AI money-making channel, a video-storytelling coach, and a dog trainer.
Named ideas worth stealing.
01:00list
The three problems free content solves for buyers
- Wrong information applied to the wrong situation
- Clicking what's interesting instead of what's needed
- No clarity on what to actually do
Ed's explanation of why watchers who have consumed hours of free content still end up paying: free content is real and useful, but it leaves the viewer to sort, filter, and apply it themselves, which is exactly what a paid product removes.
Steal forpositioning any paid course or coaching offer against free content in the same niche
06:20list
What you actually sell instead of information
- A system (only the steps needed for the result)
- Feedback and support (human coaching that prevents mistakes)
- Tools (software or templates that speed up implementation)
The three replacements for 'selling information': a stripped-down system, human feedback that catches mistakes, and tools that implement the teaching faster.
Steal forwriting the benefits section of any course or membership sales page
11:40model
Revenue-goal pricing math
Divide the monthly or annual revenue goal by the price of the offer to get the number of sales needed. If that number is unrealistic given the audience size, raise the price instead of trying to sell far more units.
Steal forsanity-checking any course or program's price against its actual audience size
How they asked for the click.
VERBAL ASK
1:06:40product
“There's a link below if you want to join the wait list. We're only going to take on maybe like 20 people max and run it for eight weeks.”
Soft-pitched individually to guests throughout (Ryland, Tim) as a natural next step before the general closing pitch for an 8-week paid launch cohort ahead of Black Friday.
MENTIONED ON CAMERA
Visual structure at a glance.
