The Only System You Need To Turn Viewers Into Buyers
A live channel-and-offer teardown where Ed Lawrence puts five creators' YouTube channels and sales pages through the same pipe, and finds the same blockage each time.
Posted
yesterday
Duration
Format
Interview
educational
Views
1.6K
40 likes
57 · 43
Big Idea
The argument in one line.
Views don't turn into buyers because of one specific blockage in the pipe from video to sale, and across five live teardowns the recurring blockage was a vague headline and an offer nobody could explain in one sentence.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run a YouTube channel with decent, consistent views but your click-through to your offer or your sales conversion is stuck below 1%, and you don't know which stage is broken.
You built a course, guide, or community first and are now struggling to explain what it actually is on a single sales page.
Your channel covers a broad or adjacent topic (reviews, deals, general how-to) and you're not sure it actually supports the thing you're trying to sell.
You're about to relaunch or reprice an existing low-ticket offer and are deciding whether to bundle, tier, or rebuild it as a bigger 'academy'-style product.
SKIP IF…
You haven't published enough to have real click-through or conversion data yet; there's nothing here to diagnose against.
Your bottleneck is filming or editing quality. This is a positioning-and-offer teardown, not a production guide.
TL;DR
The full version, fast.
Ed Lawrence runs a live channel-and-offer teardown, walking five creators, a sprint coach, a Costco-reviewing nutritionist, a boxing coach, a home-building duo, and a cheesemaking teacher, through his 'pipe' framework: attention has to move unblocked from positioning through titles, hooks, and presentation, then across the channel-to-offer bridge into email and the sales page. Most had strong channels and weak offers. The recurring failure was a sales page that showed off features (a Discord, a course, a PDF) instead of naming a single clear result, buried under a vague headline, with price revealed before any value was built. Ed's fix: write the sales page's boldest promise first, then build the product to match it.
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Ed lays out his diagnostic model: attention has to flow unblocked from positioning, titles, and hooks through the channel-to-offer bridge, email, and sales copy, or it leaks out before becoming a sale.
02:21 – 19:58
02 · Jamari — sprint coaching
Strong positioning and titles, but the intake shows a broad, curiosity-driven audience and a sales page buried behind a big purple banner, a shown-off Discord, and price revealed before any value is built.
19:58 – 28:46
03 · Claudia — Costco reviews vs. nutrition offer
A Costco grocery-review channel has nothing to do with the registered nutritionist's actual offer; Ed calls the mismatch 'planet earth and mars,' and the fix is repositioning the channel around the nutrition angle, not the deals.
28:46 – 36:29
04 · Jack — boxing coaching
A vague headline ('Real Boxing Skill: Guaranteed') and an unclear tangible outcome are the real blockers; Ed also flags that a plain Skool checkout page has outperformed Jack's own designed sales page.
36:29 – 37:08
05 · Live chat question
A viewer asks whether a search-driven traffic spike will hurt long-term distribution; Ed clarifies that traffic source doesn't hurt conversion, only pulling in the wrong avatar does.
37:08 – 53:53
06 · Alex & Elaina — home-building offer
A well-trafficked DIY-homebuilding channel has a sales page that never states what's actually being sold; Ed reframes the offer around a concrete result and lays out his 'write the sales page before the product' method.
53:53 – 1:04:32
07 · Jennifer — cheesemaking courses
Multiple small, disconnected cheesemaking products create buyer confusion; Ed walks through segmenting by spend level and testing small offers before committing to one big 'academy' product.
1:04:32 – 1:04:38
08 · Sign-off
Ed closes the stream and invites viewers to submit their channel and sales page for next week's session.
Atomic Insights
Lines worth screenshotting.
A channel can have strong positioning and still make no money if the sales page never states a single clear result.
A healthy benchmark for a video's description link is about 1% of viewers clicking through; well below that signals the video and the offer aren't aligned.
A review channel almost never converts to sales, because viewers came for the reviews, not for a solution to a problem.
Build the sales page's boldest promise first, then build whatever product is needed to deliver on it, not the other way around.
A sales page that lists features (a Discord, a course, a PDF) instead of naming the transformation reads as unclear no matter how good the offer actually is.
Every bonus on a sales page should answer one specific objection a buyer has, not just add extra content.
Revealing price before the value is established makes any price feel too high, regardless of what's actually charged.
A generic promise like 'feel confident in your decisions' undersells an offer; buyers respond to the concrete result underneath the feeling, like 'build a house without losing $100k to mistakes.'
When a niche has no obvious single-metric outcome (go faster, hit harder), the specific result buyers actually want has to be asked directly, not guessed.
A stripped-down checkout page can outconvert a polished custom sales page, because a heavily-designed page raises expectations a plain checkout doesn't have to meet.
Selling one connected product beats selling several unconnected ones, because buyers get confused choosing between options with no clear order.
In low-ticket categories, testing several small offers and bundling whichever one sells best into a flagship product works better than committing to one big product up front.
The highest-leverage question to ask past buyers is why they bought, then asking 'why' again on their answer until the real underlying want surfaces.
Traffic source alone doesn't hurt conversion; only bringing in the wrong avatar for the offer does.
Takeaway
Your Offer Is The Real Bottleneck
OFFER CLARITY
Across five live teardowns the same blockage kept appearing: a channel that already earns consistent views loses buyers on a sales page that never states one clear, specific result.
01The Pipe framework
Treat your business as a pipe: viewers become buyers only if every stage between the video and the sale is unblocked, the video itself, the channel-to-offer bridge, email, and the sales page.
Diagnose your own channel the same way before assuming you need more views: pick a stage, positioning, hooks, offer, copy, and ask if it's the one actually leaking buyers.
02Jamari — sprint coaching
Test your positioning by asking whether someone who watched this video would click the next one, and whether they'd click the one after that.
A broad, curiosity-driven video can pull in viewers who like the topic but never intended to buy, which quietly tanks email open rates and sales even while views stay healthy.
Naming the exact avatar in a title often increases both clicks and sales, because specificity signals 'this is for you' to the right viewer.
A sales page shouldn't show off what's inside the product; showing the mechanism instead of the result gives people a reason not to buy.
Aim for roughly 1% of viewers clicking through to the offer; well below that, the video and the offer are probably targeting different people.
03Claudia — Costco reviews vs. nutrition offer
If your content topic and your offer aren't the same promise, no amount of email or funnel work bridges the gap; the channel has to be rebuilt around what's being sold.
Reframe rather than abandon a working format: lead with the professional title and health angle instead of the deal to make a review channel feel like a credibility-building one.
Competing with a dominant channel in a broad niche is avoidable by going more specific rather than trying to out-produce the category leaders.
04Jack — boxing coaching
A vague benefit-free headline doesn't hook anyone; a headline needs to promise a specific, tangible result, not an abstract quality like 'skill.'
When a niche has no obvious single-metric outcome, ask your actual buyers what result they want rather than guessing at the headline yourself.
A plain checkout page sometimes converts better than a polished custom sales page, because a heavily-designed page raises the bar the offer then has to live up to.
06Alex & Elaina — home-building offer
Write the sales page and the boldest possible promise before building the product; the product should be built to prove the promise, not the other way around.
Replace vague emotional language with the concrete outcome underneath it: buyers want the house, not the feeling of confidence about the house.
Every bonus on a sales page should break one specific false belief that stops someone from buying, not just add extra content.
An offer that's just a guide or PDF gets priced like a guide no matter what else is bundled in; repackaging as a structured system changes perceived value more than adding content does.
07Jennifer — cheesemaking courses
Selling one connected, sequential product beats selling several unconnected ones, because buyer confusion at the point of choice is what kills conversion, not lack of options.
In a hobbyist niche, segment by spend level, casual, invested, obsessive, and build the specific product each segment is actually ready to buy.
Test several small, low-ticket offers and double down on whichever one sells best, bundling the rest as bonuses, rather than committing to one big product before you know what sells.
Glossary
Terms worth knowing.
The Pipe
Ed Lawrence's framework for a creator business: attention has to move unblocked from a video's positioning through titles, hooks, and presentation, then across the channel-to-offer bridge into email and the sales page. Any weak stage reduces how many viewers become buyers.
Positioning
How clearly a channel is built around one specific problem and one specific audience, tested by asking whether someone who watches one video would click into the next.
Value stack
Listing everything included in an offer, with each bonus framed as removing a specific objection or fear a buyer has, so the total feels worth more than the price.
Skool (heard as 'school')
A paid-community platform where creators host a checkout page, course content, and a private chat or community in one place.
Click-through benchmark
A rule of thumb that around 1% of a video's viewers clicking a description link is healthy; well below that points to a mismatch between the video and the offer.
Low-ticket ladder
A pricing structure where several small, connected offers are sold in sequence, each one unlocking or leading to the next, instead of one large product sold up front.
Resources
Things they pointed at.
31:40toolSkool
Quotables
Lines you could clip.
00:34
“All we need to do is get water from one end through the pipe all the way out the other and you'll make some money.”
sets up the entire episode's diagnostic frame in one sentence→ TikTok hook↗ Tweet quote
13:17
“We want to be getting about 1% of viewers to click that link.”
a concrete, testable benchmark viewers can check against their own numbers→ newsletter pull-quote↗ Tweet quote
18:04
“People don't want to buy a Discord. They don't want to buy a course. They literally just want to buy the result.”
tight, repeatable line about offer clarity→ IG reel cold open↗ Tweet quote
27:52
“Your channel and your offer are planet earth and mars, they're far away from each other.”
vivid image for a channel/offer mismatch→ TikTok hook↗ Tweet quote
41:08
“The headline and sub headline is probably the most important part of your entire business.”
blunt, high-stakes framing of a page element most people underrate→ newsletter pull-quote↗ Tweet quote
50:18
“When you come up with an offer, you build the marketing first.”
counterintuitive sequencing advice stated in one line→ IG reel cold open↗ Tweet quote
58:37
“Then you've got the mega cheese people, which sounds like a terrifying alien race.”
unexpected laugh line inside an otherwise dense segment→ TikTok hook↗ Tweet quote
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogy
Hey peeps, how are we doing today? Right, we'll get straight into it. Once I've stopped lagging a little bit, let me just remove X from the stream because I think it's lagging me down a bit.
Okay, so let's just start with what we're going to do today. So this is the plan, all right? I did this before and people seem to like it.
The way that you grow your business off of a YouTube channel is by making sure you don't have any blockages in your pipe. All we need to do is get water from one end through the pipe all the way out the other and you'll make some money. But along the way there's these blockages.
So there's the YouTube blockages and they start off with things like your general direction, your strategy, your positioning. Then your titles, are they appealing? Your thumbnails, creating curiosity.
When people click play, do you give them a good first impression or do they go, I don't like this stranger and leave? how your hooks continue to hook people, how you set up your video to say, look, this is what's coming to keep you interested. Then you're presenting how credible you come across.
You can see how much is happening as soon as someone clicks play, right? So that's kind of the video itself. If you start messing those things up, less water comes through the pipe.
After that, we've got to get them from your channel to your offer. So the simplest way to look at that is the description below your video. Are you actually driving people to the thing?
that is best suited to them in the best possible way and then we have email like how well are you communicating with people via email how appealing is your offer and then what i would say is communication which is basically how is the copy on your page now i'm not going to go through every single one of these today what we're going to do is people are currently in the waiting room uh viewers of the channel they've submitted their channels and their sales page and we're going to look at some of these things and what i'm going to do is point out look this is what i think is in your own pipe, causing you the most problems in terms of views and sales and leads.
So I'm going to get our first contestant on stage. This is just, I don't know how to say the surname correctly, Jamari. Oh, you're good.
Yes, just Jamari. I know you've been applying for ages, so I thought, right, we'll get you on first. No, thank you so much.
Let me just get your channel up. Your niche is, just explain to me, because it looks like running, but it's not, right? Yeah, so it's a little bit adjacent.
Essentially, I train athletes to sprint faster. And if I were to explain this specifically, I help intermediate athletes sprint faster and get stronger. So that's really common in sports like American football, track and field, basketball, stuff like that.
Sweet. All right, let me just have a...
Let's start with the channel. Can you see that? Yep.
Sweet. All right. So the first thing we're going to look at here is just the general positioning.
Positioning, I know you understand positioning. Positioning is the thing most people suck at. It's working out the problem you solve and the person you're going to help and then making sure every video relates.
And the best test to work out if your channel is positioned well is to just pick a video and ask, would the people who discovered this video... watch the next one would they click on it and if they watch that one would they click on the next so in your channel let's just pick this one the exact system to turn strength into speed we know that viewer is interested in turning strength into speed and what looks like running faster the next one the only three plyometrics you need to sprint faster so yes these are feeling good if you're not sprinting so your video is really well aligned you have a channel that bring and as a result you have a channel that brings back pretty consistent views, even when you have like a flop, right?
So your positioning is definitely strong, for sure. In terms of the problem you feel like you have right now, what do you think the biggest one is? I feel like I can kind of struggle with, I don't know if it's branding or something within my content, but some aspect of retention, like I'll get good views, but sometimes the comment section will be low or i have a high amount of email uh email signups like i'm in like the 28 000 on email signups which is okay but like i have like a low open rate like something where it's like i can get people to come in and watch but i don't like retain them in a way where they think about me outside of that one video that's that's pretty good let me just look at the top video so let's have a look at some more recent stuff so people just want to sprint faster What might actually be happening with you is you might have pulled in a broader audience who found this intriguing rather than wanted to apply it to their life.
So the Usain Bolt is, I would watch that. I've got no interest in running faster just because I find it fascinating. Even this one I'm kind of intrigued by because I wonder what they might be.
So you might have just found that some of your content went wider than it was really intended to. And that could be why sometimes things like email open rates and funnels get annihilated because not everyone is a buyer or the sort of person we want to attract. But we'll keep going through the system and we'll see what happens.
So your positioning is great. The next thing is titles and thumbnails. So your titles are very good.
Like they're very YouTubey. I can see you understand how to apply patterns to your titles. So the exact system to turn strength into speed.
You've taken that maybe from my channel.
Six best exercises from fast. So your titles are good. They're nice and short.
They're not giving too much away and they create curiosity. So that's strong. Your thumbnails.
Thumbnails are kind of odd to me because to me, if I was showing sprinting, I'd want to show something like these, whether you're outdoors. So this one to me, I really like because it has the movement. It has the field.
And then it also has the scientific element to it on the left. And it feels like, to me, that would appeal to an avatar who was taking this much more seriously. Does that make sense?
Perfect, yep. So although the dark style might have worked for you, keep experimenting with that. But actually, this one, it feels like sports science rather than curiosity to get clicks.
And I feel like that might actually be a way to go. But I don't think they're necessarily... holding you back massively and because you are getting pretty consistent views in your niche is there anyone else with such like who's getting like massive views so there is someone but he stopped posting about two years ago his name is sprint project and he would dominate me but i would also say that he went a lot more general so what was his name project uh sprint project sorry oh Yeah, he used to post a couple years ago.
You actually used him in some of your thumbnail describing the science type of thing a few years ago. But yeah, he was a lot more general inside of his content, but his thumbnails were like masterpieces. Yeah, this is social hacking using famous people.
Again, the famous people thing. Four or five years ago. I wonder why he stopped.
Did he ever say? I like talked to him once on Instagram and it just kind of seems like he is just trying to grow his sprint project club. He like recently started collabing with an Olympian to like kind of push his product.
And then he just started posting that. Well, I would say, I mean, if we look at the channel, some of them have got insane views, but it's not necessarily the name of the game for you because this is going to appeal to high school. people at school who are trying to learn to sprint, students, athletes.
If you had to pick a particular type of person to sell your product to, who would it be? I would say it would be college because I guess where I struggle with, and I think I do sometimes hit high school, is that when I am doing high school athletes and I notice they're signing up, it kind of somehow can turn into seasonal turn.
Like you'll see later in my offer, that's a monthly based subscription. I can notice that they'll join and leave after a couple of months because they have football next week or they have, you know, track and field in season and stuff versus college. More people are training for just like the love of the game.
So they'll stick with it longer is what I've noticed personally. Okay, that's good to know because if you want to, your bias is college students generally. Yeah, it's a mix of college students and high school, but I feel like sometimes I'm getting a little bit too much high school is another problem I've noticed.
You could always target your avatar in the title. So for example, let's take one of your ones that have done very well recently. The six best exercises for strong and fast legs in college.
Oh, yeah, right. So you will find maybe the views actually could go up. Sometimes when you go more specific, there's demand.
So because no one else is going that targeted, so they can blow up. But what I would do is if you've got tracking set up, is look at if you specifically call it avatar in the title, look at how many more clicks you get. And does it turn into more sales or leads?
But in terms of your packaging and so on, I don't think that's your biggest bottleneck right now. So I'm just going to click on a video.
have you ever wondered why this video is not the best video it's like an unscripted um it's like an unscripted tier list i'll be honest this is a little bit different than what i usually do so that'd be a good video like everything below that actually it literally was just like the one video that was very i like this one i'm gonna click on this one can you hear the audio cool Ads played.
I'm not signed in. Sorry. We're going to have to watch some ads together.
I still appreciate you doing it. I always had bad acceleration. Can you hear that?
Yep. Cool. All right.
Let's see what it says. I always had bad acceleration, even though I was strong. And after working with thousands of athletes, I found that short sprint speed is dominated by ankle stiffness.
So in this video, I'll show you the only three exercises you need to build ankle stiffness for speed and how to program them into your training. so there are three boom great on the 15 second intro very hard to do a couple of things you did really well here anyone who's in a niche that is slightly visual starting with visuals is a good idea so for example i always had bad acceleration you've got your training and even though i was strong in the gym and after working with thousands of athletes i found that You've got credibility dropped in here, which was another thing that often people don't bring into the intro.
You're showing these races and results. Short sprint speed is dominated by ankle stiffness. So yeah, it's a really good intro.
I think you hook people and get them into your content itself. Skips is phase one and it's going to stop you from... I think I sought out your background a little bit.
It's distracting, right? Yeah, I thought about that. Yeah, that's funny.
Okay. Where do you usually shoot? I shoot actually in my apartment.
So what happens is the cold audience is brutal and they will judge on all sorts of things. Yeah. So the moment they see the cupboards, even just shut the cupboard, right?
Or like, don't tuck away this wire. It's fine. Or if you've got a plain wall or just shoot outside.
The weather's not where you live. Shooting outside works. And I also, I have a backdrop that I can set up that will clean up everything.
There will be nothing behind me. yeah i think i would do that because it will just dent your credibility a little bit but then for your content you're sprinkling b -roll and stuff so your content's like good like you you i can tell you understand youtube understand positioning understand packaging let's have a look at how they then introduce get introduced to your offer so transform your speed now online programs and coaching so i don't know how i would if i would do that right so it depends what you want to optimize for so what i mean by that is Do we want people to click a link out of curiosity to then discover what's your offer or what might be behind the link?
And what will happen with that is you'll get more clicks, but less serious people. Or do we just want to say, here's the thing I sell that helps you get the result, which will get less clicks, but more serious people. And weirdly, the thing that's always seemed to work well for me and is a happy medium is literally just work with me.
I tried all different things. You could put work with me to transform your speed. Because at the end of the day, is there an element where they are actually doing something with you, live calls or anything like that?
Yeah, so we do the, it's essentially like you pay for it, you get the app with the programming and the workouts, but then you get a Discord. And the private Discord is similar to what you used to do back in the day, way back in the day with the thumbnails. And you just, I answer questions and we need to hop on lives and do the whole thing.
So we could say that, work with me to improve your speed.
Again, do you track all this link clicks and so on? Yes, I do track it actually. Sweet.
So it's a little bit tougher because of engaged views and the views that have just changed on YouTube. But in an ideal world, we want to be getting about 1 % of viewers to click that link. More is great, but below that, I start to be a little bit concerned.
So when you've looked at your data, do you know what sort of percentage of viewers click on this? I wouldn't say I do know it, but I'll look at it as you keep talking. Yeah, sure.
So they're clicking on it. And let's just be the viewer for now, right? The only three exercises you need for ankle stiffness.
Let's say they've watched your channel, so they know you're all about other things too. Because if they've come in here with, the problem is if they've come in here and just watched one video about ankle stiffness, they're not hit with an offer that helps, right? So that in itself is actually out of line with your offer a little bit.
um something to consider but usually people do watch a few videos before they start sniffing around so i'm not going to judge you too harshly on that because most of your channel is in line with your offer so the first thing that hits me on your page is this do you have to have that it's a big purple thing oh hang on looks like he's dropped out Hey.
All right, I think I'm back. Sorry, let's keep going. Yeah, no worries.
So this purple thing hit me. Do you need to have that as a warning? I don't see purple.
One sec. Okay, let me just pull the... Can you see it now if I drag it down?
Right now, I'm just seeing the YouTube page.
Oh, I know why. I know why. let me just stop sharing and actually share the screen i want to show you so all right can you see it now yeah purple thing up here i have no idea why that's up there i can take that down though i can definitely remove this it doesn't it's just telling me basically the price has changed but what you've got here is a great big purple thing getting all my attention away from the headline which we need also just get rid of your logo like there's adding no value okay perfect then we've got a headline and sub headline so this isn't hooking me enough sprint faster get explosive and build strength it's okay but it's not setting up a huge amount of curiosity And then the subheadline, it's not making me think, okay, I'm in the right place, but also making me curious to want to know more.
The all -in -one speed and strengthening training online program, similar, right? In the not really, it's okay, but it's not doing much more than that. So if we come down the page after that, if I come in here as a clueless viewer, I go, right, this thing's going to help me sprint faster and build strength.
All -in -one speed and strength online program. What does an online program mean? how's it going to help me like how how is it for who am i working with so i started to look for these questions and look inside the program we don't need to show people inside our program ever because all they're going to do is look and go i don't like discord i'm not using that and by the way i would never show a discord people don't like it right it's it's they don't but they also don't like school and they also don't like circle so i just call it a private chat room and don't show it the this here It's just showing me stuff that doesn't matter.
Same down here, right? So don't look inside the program at all. You're just going to give people reasons not to buy.
What we need to do is we've also hit them with the price too early. Like, I don't know what this is yet and you want to charge me $27 for it.
And then this, just make it clear, past client who we helped get from X to Y with the video. But sprint fast with our step -by -step training program. Done -for -you training program to improve your 40 -life dash time.
Okay, so done -for -you proven training system. Like, what's a done -for -you proven system? Because in the world I come from, done -for -you is I do all the work for you.
As in, you would pay me to do your marketing. Make sense? That's done -for -you.
So, this again, you're showing stuff that is just not important here. and I'm still halfway down the page, not 100 % sure what I'm buying or why I need it. Hit your genetic potential with customizable training.
Okay, I like hit your genetic potential. That's kind of cool. That could be in the headline.
Hit your genetic potential, sprint fast and sprint your record, is it 100 meters or whatever, in only 90 days. Something like, I know you might not be able to promise that, but we need something more in the headline. And then again, you're showing off too many of the features.
At the end of the day, people don't want to buy a Discord. They don't want to buy a course. They literally just want to buy the result.
So your sales page is the massive bottleneck. The offer's not clear. The copy isn't hooking people.
This is where I would focus all my time and energy now is working out how to come up with an offer that is going to convert your viewers more. The other thing is monthly versus annual is fine, but there's no value stack. I don't really know what I'm getting.
to me the conversion rates on this page i'd imagine would be pretty low mainly because it's it's a 2 out of 10 sales page if i'm honest all right oh i think you're on mute uh am i on mute no all right yeah i can hear you now okay can we check one more quick thing before we click off there is actually at the top where i click start today I take them to a pricing page.
That would be the last thing on the whole sales page aspect. And it's optimized for phone, by the way, too. So this kind of looks crazy, which that's good to know.
Sure. Yeah. If you get all your mobile traffic from mobile, it's fine.
But if you don't, it's all right. The pricing page is just telling me how much this costs. And because I've built no value and I don't understand, it's really for me, no matter what price you put here, it's expensive.
It's so helpful. Okay. Yep.
Without a doubt, this is the thing you need to fix, the offer and the sales page. Okay? I think if you do that, you're just going to see such stronger conversion because everything else is pretty good.
Okay. No, it makes a lot sense. I've played around with a lot, but after what you said, I think I could full send a couple ideas that I have, and I know exactly what you're talking about here.
So that's extremely helpful. Good. All right, man.
Thank you very much. Thank you so much. We're going to take our next victim.
Sorry, our next guest. Right. Perfect.
Have a good one. No worries. I was just trying to see who was in here nice and early, but all the orders changed.
Right. Oh, sorry. Who have we got here?
Claudia, I think you were in here originally before everyone else. Are you there? You are.
Could you turn on your mic for me, please?
Yes, of course. Hello. Okay.
So let me just dig out your chat and we'll go from there. What do you think your current problem is right now? Well, so I'm quite new on YouTube.
So I have a sales funnel. I've made some sales. I have a Facebook and Instagram presence, but I started on YouTube.
I'm still, you know, not struggling, but I'm still trying to define myself on YouTube. My focus on YouTube is like I'm a nutrition coach. I specialize in weight loss and gut health and inflammation that I say end, end, end because I keep changing.
I had to switch from the weight loss after the weight loss drug started. So I had to switch from that. So I'm narrowing down towards the gut and inflammation.
But here on YouTube, I actually do Costco, grocery. Not necessarily hauls because I do mostly reviews, right? So I cover deals.
So the problem with a review channel is you're never going to make any money from it. Reviewing Costco deals is just going to get you views, but you can't really build an offer off the back of reviewing Costco. Yeah.
If we look at your actual channel, your offer here, you're not eating too much. You're eating too little protein. the protein smart method that helps women avoid rebuild muscle and have energy is very different from your channel this isn't going to drive any sales because people are just coming to you for costco deals so the first thing you need to be looking at really is your what are you selling and then you build your channel around that yeah i don't know how to create the bridge though because this is like i i don't review costco products in general i only review like food from costco which i don't think i'm doing a good job emphasizing that the fact that you're mentioning costco isn't you don't necessarily have to do it the only thing i would do is i would if if you are a nutritionist right or do you have any official title yes i'm a registered nutritionist holistic nutritionist okay so you want a title like nutritionist reveals Costco's highest protein low fat bargains right then you've suddenly started to bring in high protein low fat and you're looking at the nutritional value rather than the deals that are worth your money because what you're going to get people watching this is just people who just want to find cheap stuff at Costco and I'm not quite sure even if that is a niche maybe it is but everything you need to know about exit Costco Canada that's just going to attract the most random people if it was nutritionist reveals
I don't know we want to say here like how to lose weight eating just eggs how to lose belly fat with this cheap egg diet right that relates to your offer but right now you are one channel that is basically just targeting an audience that's never going to buy from you so you need to work on your positioning so this is you literally have the the block if we if we go back to that pipe where there's a block your block is the first one and it is blocking everything it won't grow your business because your channel is positioned as a Costco review channel and you need to be positioned as a nutritionist.
Does that make sense? Yes, it does. So when you're saying that I should, I'm referring to the channel name when you said about the nutritionist reveal or that should be the message on the videos.
That would be a rough title. I'm just looking at your title. So like to school Costco.
why would someone click on that and then land on your offer and go lose belly fat they came to you for the best back to school deals not the thing you're selling so you build your channel around the thing you're selling yeah okay i get it yeah that that's one of my challenge because i don't know how to like integrate this together um well you need to research this on YouTube, losing belly fat, building muscle, looking at content that appeals to women over 40 and then making stuff about that.
You could maybe mention Costco, but at the moment you're just a Costco channel and you're doing a great job of advertising them. But what you need to do is just search the problem your viewer has. The reason I did not go that route was because they are huge channels out there which are like channels with millions of followers and millions and millions of views so i stay no chance comparing with them so i needed to find something else which i mean it's it's related because at the end of the day whatever you buy in impact your thing but like your weight loss and health and whatever but it's not it doesn't flow to your point you're thinking in the right way you don't want to compete against the big channels but you don't so you you go and look at what's in demand so look Ivana here the science -based ways to lose belly fat over 40 this could be a video that you make nutrition the nutrition or the most nutritional way to lose belly fat over 40, right?
Tweak it so that it is relevant to you and your backstory and what you've done. You put holistic living here, right? That's your business name.
So maybe the word holistic could play a part in this title. But what you don't do is take, because it may have easier views that doesn't relate to your business because you just, it won't work. Nothing will work unless you're selling discount vouchers for Costco.
I get it, yes. Okay. One other strategy I have in mind is I put together like a sort of an application which people can use it to scan different things in the store.
So my goal here was mostly to collect emails and sell my offer in like through email. So will that be an option? The offer that is related to Costco?
no the offer is not the offer it's related to uh my nutrition business so i do have like um my my offer it's related to my um nutrition business so i think i put it somewhere here yeah you know no in short no matter what you make on your channel if it's about costco it's not going to sell it doesn't matter if you try and sell them by email your channel and your offer a planet earth and mars are far away from each other you need a channel that sells the problem that your offer so as solves the problem your offer solves and at the moment the channel is just completely it's wildly off got it okay so let me um think about it and uh maybe i will incorporate some um like more nutrition related videos and then i can um see i just stopped talking about costco your offer isn't anything to do with costco well we're going to move on because the problem is solved we're going to get someone else on now all right okay thanks a lot yeah thanks all right this man with a beard jack hi hiya how you doing did you jump your uh link in the chat
yeah i did yeah jackass right under yeah that's it oh okay boxing it's a fitness special today let me just uh fire up with a screen share so what do you think your biggest problem is right now so i think my biggest problem is bringing people from my videos to my landing page to my sales page so I have a score which is is growing fairly consistently but just not growing as quick as I think growing as largely as I think it can be based on the views I'm getting and so the percentages on average I'm getting like click -through rates from videos to my landing page site are way under that one percent marker which you spoke about previously they're about yeah sure all right let's just start the beginning so views are good your positioning is good it's very clearly a boxing channel from the second i see it every video relates your titles are very good you're not too old to box you're just boxing wrong um short titles very simple thumbnails like you've got no packaging problem at all there um a couple of things just tell me a little bit about the person you want to work with or want to sell your offer to how old are they what level are they at so they're about
25 plus and they are either beginners complete beginners or someone who's gone to a couple of classes and just felt overwhelmed in a group class and wants some structured guidance to learn how to box what was the thought about around you're not too old to box then if you're after 25 year olds sorry 25 plus i mean when i say that i mean like everyone over 25 plus oh i see i see so 50 would be fine okay i hear you um And like people think they're too old to box if they're like 30 years old.
Sorry, I just started by mistake there. Say that again. In boxing generally, people would say they're too old to box, even if they're like 28, 29.
I get a lot of questions from that age demographic all the way up to 50. Yeah, OK. So we've got the boxing, the link, get my full system.
Probably just assume no one's watched anything. i'd maybe uh add a little bit more to that mindful system to insert box faster land more combos um it's a little bit vague that's going to take us to all right so this is is this what is this is this your school so this is like um it's like a front page when they click buy now it takes them to the checkout page for school so if you click tell me more click any of that then this is like a school checkout page all right have you tried it without this sales page and just the school checkout page i did right at the start and then that i won't really get anyone in the door but because it was early i reverted to this and was like okay this might be the fix and it did it did start working but i don't know if that's because my channel just started growing it's interesting right so the problem we have here is a headline real boxing skill guaranteed What the hell does that mean?
I can guarantee you that I can help you lose 10 pounds. It's very specific. I can't guarantee you skill because that doesn't have a...
It's not black or white, right? So real boxing skill doesn't mean anything. The complete step -by -step to build elite boxing technique and real ring IQ without feeling overwhelmed...
Okay, so the step -by -step to build elite boxing technique... It's pretty good. It's still a little bit vague.
Why do they need elite boxing technique? And what does that even mean? But it's significantly better than your headline.
So this is better than the headline that's hooking them because it's too vague. But I'm still a little bit lost as to what I'm going to get out of this. Is this boxing like guitar?
Guitar solos, people just want to play faster. In boxing, is there anything like people just want to hit harder? Is there a really specific end result they want?
It is something that I've struggled with because one end of the spectrum is win or fight, but that's a very small subsection of the market. I struggle to pinpoint that as a tangible thing, hence the headline that we've got at the moment. Have you ever literally asked them that question?
To be fair, I have probably got that somewhere in the background. If I just spend some time in my community, I could dig something out. Coming up with an offer.
and the sales page and copy is simple in that you speak to your audience you find out what they want you find out the words they use and then you say them back to them in your marketing so that they go oh that's what i want we know it's what they want because they told us that right so yeah you've got the offers not hitting home with the copy and then if we go down here this is good it calls out the problems uh rapid progress unboxing requires only three things It's telling a bit of a story, which is kind of committed a bit.
What exactly did you get inside Jack's Box Academy?
Training system with daily and weekly lessons. It's not setting up the result. A step -by -step training system with daily and weekly lessons to enable you to punch faster, win more fights, get a six pack, like list some benefits in here.
And then if we keep going.
right so it's it's not it's not the worst but it's definitely a your bottleneck in that the offer needs to sound more appealing and the copy needs to be better and then um the thing i would put you is this we've worked with a lot of schools and nearly always the little school landing page that looks awful converts better now the reason i think this happens is because the whole idea of school is people come in hot from your content so you or your content should really be advertising your school to the point they turn around and go how do i click the button and buy we came to realize was that if you make a really fancy looking sales page that makes it look like this really like prime offer and then you hit them with a school page it feels like an anti -climax so i don't know if that's true or not but we generally started telling people don't give up on the school page first you have to focus more about pitching it in your videos more and making sure people really want to buy before they get to the page and school seems to work but otherwise the sales page your real problem is your headline and your sub headline and you're not being very clear with what this offer is makes sense yeah thanks makes a lot of sense no worries all right um let's get in the next contestant before we do that i might just take a couple of questions from the live chat because not everyone wants to uh
show their face and be roasted on a video um let's see what we got here has anyone asked a question in the thing nope all right oh no here we are I'm trapped by having had a big search -based boost last year. When I publish, the more browser -worthy videos to potential clients search, subs a click away before 30 seconds.
All right, this is confusing. So we're not going to answer that. You won't be hurt by a search -based boost.
The traffic source won't hurt you. Only if you've brought in the wrong avatar will it hurt you.
Okay. Alex and Elena. Have I said your names right?
Hey. Yep. That's right.
How are you doing? Nice to see you. Fantastic.
Did you dump your channel link in the chat? Yep.
Bylandbuilddreams .com is our sales page. And then Mason Dixon Acres is our channel name. And we actually just started a new channel for our offer, which we're kind of, that's kind of where we're on this call.
see the direction we're going to take that but mason dixon when you say new channel no no there's nothing posted on it so we our channel right now mason dixon acres is primarily vlog based so it's all around building our own home we self -built our own home so we just vlogged that entire journey and uh we just recently created a new brand with our offer where we want to create more of like that niche style video but uh what we're looking at today, hopefully, is just getting some clarity on communicating our offer to the packaging of our offer and communicating our offer as well.
Because we do have a pretty solid audience of people who've watched a lot of our videos. Sure. All right.
So this is the channel they've come from, correct? This is where you built your following? Yep.
All right. So you specifically built your own house from scratch or renovated? Built from scratch.
All right. So we know that the audience is interested in DIY. Some of them might actually do it.
Some of them might just like watching transformation. That's usually what happens with these channels. It's kind of edutainment, as we call it, in that some people just turn up because it's an interesting story.
Some people want info. So feel confident in every decision for your own dream home. It's too vague.
What does that mean? Well, the biggest sort of... hesitation people have with owner building specifically or managing their own projects is i don't know what i don't know like i'm not confident in the choices so that's where that copy came from but it's we couldn't really think of a good way to like specify that like there's like i don't know we one of them was like there's thousands of decisions and make the right ones before they become expensive but like it's hard to nail down exactly like you know what do they want to do Because the problem they've told you they have isn't the thing they care about.
Because at the end of the day, they probably want to build a house or get some sort of transformation for themselves, right? Yeah. Yeah, the goal is to build a house.
So what would you say that very specific, tangible result is? What is it, are you saying? Yeah, what's the thing they actually care about?
To build a house. That they love. That they love.
Yeah, without regret. Without regret.
So this course is going to teach them how to build a house. No. So it's saves time, energy or moves overwhelm with decision making.
Yeah. So our product is primarily like we have a guide that has all the options to consider when you're building a house. And then on top of that, we have some courses that go along with it.
So what we found for our initial launch is that most of our sales came through email. And I think it's because. email and YouTube.
But I think it's because we were able to explain the offer in more detail through that. So we just are feeling like we're having trouble communicating it on the sales page specifically. Yeah, I've got to the bottom.
I've got no idea what it is. So what you want to I like some of the stuff you just said, then it's like your backstory is we built a house ourselves. It took us years, we made all the mistakes, learn everything that you need.
And now you can get all of it in one place. Is that fair? Yeah.
Yep. Yeah. And we kind of have some copy in there.
If you like go through, it says similar, but maybe we need to move that up to like where the, in the hero section. Yeah. The headline and sub headline is probably the most important part of your entire business in the, it has to sum up everything that matters to the viewer kind of fast, which is very hard, right?
It's very hard. Yeah. And I think that's where we're struggling is how to be like, Explain everything that we have to offer, but in a concise way.
So you need to be specific. I spend my life telling people, be more specific. Because confidence, it's not something I can see, right?
I don't sit there going, oh, I just want to be confident in building my house. I turn around and go, oh, my God, the plumbing's screwed. I just wish I'd built a house that didn't have leaky pipes, right?
that's what your headline is do is got to set up the big result they care about and you've hit a level which isn't the actual thing they care about right they feel confident every decision is kind of a thing they want but really they want to build a house without losing hundreds of thousands dollars to mistakes or six months of bad decision making yeah you see the difference yeah yeah i guess the one thing that we were we didn't want it to be like too negative because yeah that comes off kind of negative so we were trying to come up with something that was a little bit more positive because i think on our home page it is something like that it's like avoid regrets it says yeah avoid mistakes before they become expensive that's if you go to the byland build dreams home page but we kind of we kind of wanted it to be a little bit more uplifting but it's hard because there are there are like thousands of decisions that you can make so like narrowing in like build a house without leaking pipes
like that would be a plumbing course. So we don't want to, we want to, it is, it is 1600 different decisions that we have in our offer. Right.
So it's like, how do you summarize those without being general, but also being specific at the same time? Yeah. And it would be, so the simplest way to do it is the old school headline of get the thing you want without the thing you hate.
So build the house, your dream without spending, without wasting years. doing the thing that they don't want to do so kind of like integrate that sub headline into the headline like save you time energy removes overwhelm prevent costly mistakes in your work like again removing overwhelm it's like it's not the problem really care about like the problem they why are they getting overwhelmed is the thing they care about decision so it's yeah but i still don't think that's necessarily what they're going to buy i think they're going to buy build a house quicker So you feel like pretty simple.
Most people just want to do something faster without costing them or without them having to do things they hate. So you've got your save your time and energy, the remove of overwhelm. They're not waking up in the morning going, Oh, I just wish I could remove overwhelm.
They're going, Oh my God, I wish I could have the house of my dreams. Right? So you just got to get more specific with that.
And you can bring in, feel confident in every decision, you know, when you are planning but again feeling confident in my decisions i just want the outcome of the decision not the confidence so it's a bit vague and i think the four elements inside the guide right i got down to this part and i thought right it's a guide and then it's a plan um there's some bonuses buying land off market miles i mean that seems incredibly value Buying land, I mean, I've been looking at buying land recently and the fees associated with buying the right land is like 10K.
So that's a massive bonus. Like make that huge, fill up this whole thing. Buying land can cost hundreds of thousands of dollars, even more if you make mistakes.
That's why our bonus will teach you exactly how to buy land off market, right? Okay. Hiding and hiring.
These are not bonuses. These are like the actual thing itself. This is the stuff that I'm thinking, I really want this.
The winter cool series, they say what it is rather than the name of it. Save $10 ,000 with our X, Y, and Z. Put in a really specific result there.
But I still don't really know what it is. Now, I haven't watched the video, but often people don't. So it's a home building resource.
Is it a course? One thing said it was a guide. Like, I don't know what this is.
So in my head, I'm currently thinking you're going to send me a PDF that's going to cost $9. And we don't want people to think that, right? Yeah, that's exactly what we realized during our launch is that it was being perceived as just...
a guide where like we and then plus the bonuses but people weren't i think it was just too small of a section for that so we were thinking about repackaging the entire offer as something more of like uh an academy or university where it's like courses and the guide and all in one and just rehashing this whole thing yeah so i mean the thing is a guy because you say it's a guide here but yeah it needs beefing up but also a bonus right what you do when you create sales pages you work out every reason people don't want to buy your offer okay so every belief they have that stops them from buying it so they might see your whole sales page and go yeah but i've got to buy the land i don't know how to do that right and so the bonus needs to break that false belief and actually each bonus needs to break one of the false beliefs and to be positioned as something that breaks one of these false beliefs so people will often buy a course just for the bonus so You want to be thinking, like, you know, what are the reasons people wouldn't buy this?
My bonus is going to make it clear it's covered. And these sections are very important. They should be one whole screen, slide to the next, whole screen, because these sound super valuable.
So, yeah, you need to be much clearer on what it is, what the offer is. And then make sure that people hit the bottom and go. this should be $100 ,000 because building a house, I'm guessing could get very expensive fast.
So I feel like they should get to the bottom and think this should save me a huge amount of time, a huge amount of money. It's everything I need. But at the moment, it just feels like a guy.
Yeah, gotcha. Yeah, that was kind of the biggest feedback we got from the launch because we priced it at $900. That was our launch price.
We still got our hottest audience. They all bought it. But we know that in the next launch, it's going to get colder and we need to we need to do a better job at reaching colder audiences.
But like you said, with the bonuses, though, like we really did try to find all of the issues like I don't have land yet. Well, here's how you buy land. I don't know how to hire a sub.
Here's how to hire subs. Yeah, I don't know how to manage a project. Yeah, that kind of thing.
So that's that that was that was a hormosy tactic that we took directly. It's like make the bonuses more valuable than the. I think the word you just used, project manage, was interesting.
I mean, that's what it is, right? It's to help you manage your entire project from start to finish, which is maybe a better word and better way of describing it. So the way you can position it is, this is the closest thing you're going to get to us managing the project for you.
I don't know if that's really as, that's really not that accurate though. It's really about, it's the main core of the resource, the build guide is about making the right decisions. Like, do I want quartz countertops or granite?
Do I want hardwood floors or LVP, things like that, where it's not really, we don't teach them how to get your permits and stuff like that and how to lay out a 16 on center wall because there is. A little bit too much variance to make a comprehensive course that covers everyone in the United States and abroad for that. It would take a lot of work.
But yeah, so I think now one question I do have is you were talking about putting more emphasis on those bonuses. Do you think we should repackage the whole offer?
Why did you make the offer? We were talking about making it into something more of an academy or university. Like Dream Build Academy or something.
The ultimate resource to help you build your dream home kind of thing. So what made you come up with the idea, I mean? Because of the feedback we got about people thinking that it's just an e -book or thinking that the price does not match what we are delivering.
Did you build the offer first? What was that? Did you build all the course and the guides first?
The guide came first, the core printed ebook. It's a 400 page long PDF. What I'm getting at here is, right?
So people always do things in the wrong way. So when you come up with an offer, you build the marketing first. So the question you should be asking is, what can I make that people will struggle to say no to?
And then you figure out, you come up with marketing and you can, what I would do is come up with outrageous claims, right? And I would say, we're going to get you this result. And I'm going to think about all the things people wish they had.
And I'm going to think about all their false beliefs and the objections they have to buying, like, oh, I'm not going to be able to implement it on my own. Fine. I will call you three times a day to make sure you do it.
And I'll just create this offer that's like, this is impossible for anyone to say no to. And then I start asking, how do we make that? Because I can't promise these things.
But what if we could? what things could i do so that i could build some sort of system or offer or course where we could use that sales page and it wouldn't be a scam right so you probably you end up losing a lot of the things you promised because you can't pull it off but that's the way you want to start with that is going how can we make this so hard to say no to and then you build the sales page and then once you've done that you build the offer and often when you do it that way you don't end up building the actual offer you thought you might so i think i'd be asking that question right now is what can we possibly do when hundred dollars is like this is the bargain of a lifetime and then start to think about before you build the course is actually what they want because actually if people are building a house and you might not want to do this but they're going to want support at some point they're going to want some sort of chat room so suddenly you bolt on oh by the way we have this community where we ask questions every day it won't take as much time as you think don't worry and now it's only nine hundred dollars oh i'd probably pay three or four for that so suddenly the value completely shifts so i'd be
go home and maybe you're home right now go and ask what can we do to make this hard to say no to and then figure out how to do that and you'll start to build a much better offer that people value more you're saying do that before we relaunch as something else you mean like dream build academy well i would do it before i even made any asset i wouldn't make the course i wouldn't have made any guides i would have just come up with a sales page that made all kinds of promises and then i would have worked out okay how do we hit those so yeah come up with that version of your sales page and then start asking, is this a course?
Is this a 90 day cohort? Is this something that actually requires them to have zoom time with us? If you don't want to do any of that stuff, like that's fine.
Then you have to ask, well, how do we do the best job possible? It's just on demand. Right.
Right. You might just find there's an offer in there that doesn't take a huge amount of time, gets people better results. And it's far more valuable if you do bring in some other elements of support and suddenly 900 will feel too cheap.
and you can probably sell it for like three or four times more yeah okay yeah that is the goal is we're going to increase the price on the on the next launch but we're going to take the 60 customers or so that we have now and just kind of almost survey them and we we have calls set up with them to see what what in fact they are struggling with the most and how we can best relaunch to to touch all those pain points you want to speak to them and find out why they bought it find the number one reason they wanted it and then look for the pattern you'll probably find a massive percentage and said exactly the same thing just drill down if they say confidence just ask them why why did you need to feel confident like just keep asking why and they'll eventually say the deeper reason all right perfect perfect thank you so much so much we appreciate it no worries jennifer can you hear me yeah i can hear you good hello hello let me just get your channel and offer up on the screen one sec so all right the cheese lady as i refer to you um right entire screen okay so this is the current offer
It's on hold. It's taken down. It says, I think it's sign up for the wait list is what the button says right now.
This one's on hold? Okay. Yes.
Let me just plug my laptop in one second.
So your thumbnails and titles are good. Your titles are very good. I know your presenting is good.
You definitely don't have like a content problem.
This one did very well. This is a very good thumbnail as well. Something about the contrast on that one.
That cheese pops. So what's the problem at the moment, Jennifer? The main problem is I am in the process of building out what I'm calling the milk slinger system.
And it's all about focusing on beginners, teaching them. But it's something I haven't seen online. It's teaching how to make cheese.
So I'm going to do something like in 90 days or whatever. But it's going step by step through building, linking what you learn from one cheese and going to the next step up and up and up. So the course I offered, that workshop, is probably about three or four units in.
So I'm doing like all the pre -work. to bring them up to speed with that. So it's much more in -depth and it's much more elementary.
So because that course, it was okay, but it wasn't great. The recipes, the recipe collection sells a lot. So I'm wanting to kind of compile everything into one big product.
Take down that small workshop that I did. put that into the big system as an as a way of understanding cheese making and it's just i'm not quite sure how much to put into the system before launching it at what point um it's just a lot of those little basics about marketing that i'm unsure about and how best to navigate that transition and i'm so scared of pricing it i hate pricing things so that's kind of what i was just saying make the sales page first before you do anything that's what i heard yeah i was i was my ears perked up when you said that yeah yeah i i would go you know think back to when you were starting yeah what what would make this irresistible for me you know what would make it a no -brainer and then build the off build the product that gives them the thing you they want to buy basically so the idea of like leveling up through cheeses is kind of nice in the if it's kind of how we often learn as we start on one project that's simple and then we get more advanced and more advanced so from a learning point of view that sounds about right but i'd think about what that promise is and how you deliver it um and build that basically so
you've got buyers i would just go reach out to them speak to them try and find out their biggest pain points and also what they want to achieve that was the prize they want from all this um and then give them that yeah um i guess it just feels like there's a gap between the people who have bought the workshop and have watched it and done it and appreciated it and all the people who haven't And I'm not quite sure.
So the people who have bought it and who have done it are spot on. This is great. But there's this gap.
And people always say money is the problem. Yeah, I mean, every niche people say this, right? You've got different levels of hobbyist here, right?
You're going to have the beginners who don't want to spend much and they're just trying it and they'll happily spend like $45, $50 on something just to try it out. Then you've got the people who are obsessing with it and starting to get a bit more into it and they're going to spend more. And then you've got the mega cheese people, which sounds like a terrifying alien race.
They're the ones who are going to love spending all their spare cash on it. So you build the course around the avatar and what they want. And I think the reason why your recipe thing probably sold so well is that it was probably something that appealed to a lot of people on your channel, like instantly, right?
They're watching you make these recipes. You know, you've seen the protein channel, right? Every video he makes, he sells the recipe.
Oh, yeah, yeah, yeah. with what he's doing so if you if you know recipes work then we need to give them more recipes on a bigger level right because we know they buy the recipe now they need to buy the recipe plus the training perhaps but that's the thing you want to be thinking about is who are you making this for that's the first thing what level are they are they beginners are you going to teach them to go from beginner to expert are they people who are more intermediate who are ready to invest Well, I guess what I'm looking at is people who are beginners who are wanting to learn how to master it in a short amount of time.
And then from that, they can go whichever direction they want. It's just that it's so often not. You learn how to make one cheese, but you have no idea how to make the next, but they're all linked.
So it's trying to build that connection so that they can have the understanding to go to the next thing.
solid result to sell them so if the if the if the course itself was like i'm going to teach you to make 10 jesus it might be too many right but that's likely going to appeal to them i would imagine because they want that end result right they want this thing that you have in your thumbnail and they want it to look good and taste nice so you've got to find out what that end result is and then you need to think about who that avatar is and what stage they're at and just how far they want to take it because if there are 10 might be too much you know three might be a good number the other option you have is you just you cut it into episodes almost right so you don't have selling one thing is much easier than having options but something where they buy off bits get some value buy the next bit you can create a marketing system that upsells so they bought the first one Then they get emailed to try and buy the second one.
And when they complete the first one, they get some promotional video within the course to teach them to buy the second one. But I think you've just got to think about that avatar and what they want and how much they want to invest and what stage they're at. You just said something that totally changed how I thought you explained it.
I thought what I heard you just say is doing a number of small... products but i always thought you said it's better to do one large one so am i confused sorry the the problem with having lots of products is people don't connect them well so they end up with all these unconnected products that don't cross sell up so and don't seem to have any sort of logical order you can build a system where you actually make sure that there's not tons of buyer confusion at the start and that's often the problem people get presented with six courses and they go i don't know which one i should do but if there's no buyer confusion at the start and they buy one and then they get value and straight away i met with the next thing to buy and then the next thing you can create a system that upsells and does it it's harder to build people mess it up a lot and it's why having one is just so much easier but in the low ticket space you can do very well having lots of interconnected low ticket products you can then bundle them and that's often what people create is a bundle where they're like we do have this these few workshops but then we have this one bundle you can buy two that makes so much more sense to me okay yeah i think at the moment we know you've got your recipe which had more appeal because it was for the big you know the people just all sorts of people the workshop was probably for people more invested in it
You might look at it and go, maybe we need something a bit more beginner friendly between those two or we need the next step. Yeah. OK, that gives me so much more energy.
Thank you. You don't have that one big thing. Like at the moment, I don't.
I've got multiple things. I'm testing stuff. Another cool thing about low ticket is right.
People do experiment with lots of different workshops and things. And then they realize there's one that sells amazingly well. So they just sell that.
And they put everything else into it and put the price up as bonuses, right? So I wouldn't be afraid to experiment with little workshops, even doing a live. Is it too hard to produce live?
I can do them. I have to get better filming stuff, but I did one and it was really great. It was so much fun.
So, yeah. So, you know, selling tickets to a live workshop is a good way to make some money. You then create something on demand.
You can then say, look, if you guys want to go even. More cheesy with this. What we don't want is complexity where people end up on a page where they go, there's just so many things to pick from.
I don't know which one's best for me. That's the art of this. Working out how to deliver it to them in the right order.
Yes. Makes sense. Now I can do some stuff.
Thank you. Good. All right.
My audio is screwed. I think it's my laptop. Sorry if I've had audio problems today.
Anyway, I'll be back next Thursday. Live at five. You guys can submit again and I'll see you next week.
Take care.
The Hook
The bait, then the rug-pull.
Ed Lawrence opens with the metaphor that runs the whole stream: a business is a pipe, and views only become money if nothing blocks the water on the way through. Then he puts five real creators' channels and sales pages on screen, one at a time, to find exactly where each one is blocked.
Frameworks
Named ideas worth stealing.
00:34model
The Pipe
Positioning
Titles & thumbnails
Hooks & retention
Presenting/credibility
Channel-to-offer bridge (description, CTA)
Email
Offer
Sales page copy
Ed's framework for diagnosing where a creator's business leaks: attention needs to flow unblocked from the video itself all the way through to the sale, and each stage above is a place a blockage can form.
Steal fordiagnosing any creator funnel that gets views but not sales
CTA Breakdown
How they asked for the click.
VERBAL ASK
1:04:32next-video
“You guys can submit again and I'll see you next week.”
Low-pressure, folded into the sign-off rather than a hard sell; the ask is simply to submit your channel and sales page for the next live teardown.
FROM THE DESCRIPTION
PRIMARY CTAWhere the creator wants you to go next.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
Add to Preferred SourcesOpens your Google source preferences with us pre-loaded. Tick the box and you're done.
A live audience Q&A where a YouTube monetization coach diagnoses four real sales pages in real time, and the fix is always the same: sell clarity, not information.
A 21-minute breakdown of Ed Lawrence's 13-step system for turning a tiny channel into a million-dollar business — niche UP not down, build a sticky-note avatar, and snowball offers from a $30 workshop to a $10K program.
A professional editor turns his own rough footage over to ChatGPT's new computer-control agent, then keeps pushing it past the easy wins to find out where it breaks.
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