15:35SooWei Goh · Listicle
how to become so productive it feels illegal
A 20-year-old running a $3M consulting business shares the 10 system-level habits that make willpower irrelevant.
May 11thThe argument in one line.
Organic content only turns into clients when content and sales run as one funnel, with each stage built to move a specific belief rather than to deliver as much free value as possible.
Read if. Skip if.
READ IF YOU ARE…
- You run a consulting, coaching or agency business that gets clients through organic content and DMs, and you want a structured funnel instead of guessing what to post.
- You have followers but few calls booked, and suspect you are either giving away too much free advice or attracting the wrong audience.
- You manage or plan to hire appointment setters and want a model for training them and tracking their numbers.
SKIP IF…
- You sell a low-ticket B2C product where the speaker says you should ask for the sale immediately, since his slow-nurture approach is aimed at sophisticated B2B buyers.
- You want the backend and fulfillment breakdown. The video explicitly leaves it for another video.
The full version, fast.
SooWei Goh lays out the funnel his consulting company uses to collect roughly half a million dollars a month organically. Top of funnel content targets both the ideal client and the broader dream follower while restating credibility, middle of funnel content gives the what but hides the how and is backed by daily story sequences and DM setters who pinpoint a prospect's biggest problem, and bottom of funnel content is a wall of niche-specific case studies. Weekly meetings keep content and sales aligned, and every stage has its own KPIs.
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00:00 – 00:52
01 · Intro
Claims $10M from organic content and about half a million collected this month at near 70% margin; previews top, middle and bottom funnel.
00:52 – 03:42
02 · Step 1: Speak only to your exact buyer
Define the ICP, speak to one person, and use AI on sales calls to find limiting beliefs to pre-handle.
03:42 – 05:32
03 · Step 2: Build your credibility stack
Top of funnel exists to be likable and admirable; restate three differentiators in every video.
05:32 – 09:47
04 · Step 3: Target dream followers for growth
Aim between ICP and dream follower for algorithmic reach; setters reach out in 5 to 10 minutes without selling; TOF KPIs.
09:47 – 13:15
05 · Step 4: Give the what, hide the how
Give destination, not route; solve only the first three problems publicly; examples of trust-building content.
13:15 – 14:40
06 · Step 5: Post daily story sequences
Story volume tracked with record months; separate TOF, MOF and BOF sequences for different pipeline needs.
14:40 – 20:00
07 · Step 6: Pinpoint the A+ problem in DMs
Setter training, logic selling, dials over DMs, nurture assets, and the sales-tracking KPIs for middle of funnel.
20:00 – 22:44
08 · Step 7: Weaponize client case studies
Fulfillment and fresh case studies in every niche, a lander stacked with transformations, sell a new opportunity.
22:44 – 25:22
09 · Step 8: Align content with sales
Twice-weekly content and sales calls, backend teaser (LTV from 13K to 24K), and the call to apply.
Lines worth screenshotting.
- Speak to one named ideal client in every video instead of boxing yourself into your niche, because a crowded market is won by trust, not by louder advice.
- Restate your credibility in every video. Audiences see around 200 pieces of content a day and will not remember what you said last time.
- Target the dream follower as well as the ideal client. They have the same interests but less money, their market is far bigger, and their watch time pushes your videos to more buyers.
- If 97 of 100 viewers are not your buyer and leave in ten seconds, the platform reads the video as bad. Broader topics fix the signal.
- Give the what, not the how. Free content that is too good makes prospects wait for your next video instead of booking a call.
- If prospects praise your content but never pay, you are giving too much. Withhold the step-by-step.
- Map the problems between your client's current and desired situation, then solve only the first three in public. Problem four is the reason they call you.
- Do not rush the sale. Leads that sit in the pipeline over two months became better clients because they implement more and trust more.
- Story sequences correlated with his record revenue months, so his team posts two to three case-study sequences a week.
- A bottom-of-funnel story sequence built from a record month reliably produced at least $50,000 in sales, according to the speaker.
- Sell a new opportunity, not an improvement. Nobody wants to fix a rundown engine, they want the key to a new car.
- Reusing the same client case study is a sign your fulfillment is weak, and sophisticated buyers notice.
- Content and sales are one department. The best source of video ideas is the person talking to prospects every day.
- Logic selling beats emotional selling in DMs. Setters are trained to pinpoint the prospect's A+ problem and the money it costs them.
Run content and sales as one funnel
WHAT TO LEARN
Each funnel stage has one job: earn attention, earn trust, then prove you can deliver, with the sales team and content team feeding each other weekly.
02Step 1: Speak only to your exact buyer
- Pick one named ideal client and speak to them in every video, so you stand apart from the crowd shouting generic advice.
- Use AI to mine sales calls for limiting beliefs and objections, then pre-handle the most common ones in content each week.
03Step 2: Build your credibility stack
- State three credibility points in every video, because viewers forget what you said last time.
04Step 3: Target dream followers for growth
- Aim content between your buyer and the dream follower, so broader reach pushes more qualified people into your audience.
- Reach out to new followers within minutes, send helpful videos and avoid pitching on first contact, since slower leads become better clients.
05Step 4: Give the what, hide the how
- Give the what and the first few steps free, and keep the full how for clients, so free content creates demand instead of replacing the offer.
- Show glimpses of real client work, such as one-on-one breakdowns, to prove expertise without giving the playbook away.
06Step 5: Post daily story sequences
- Post story sequences daily and build separate top, middle and bottom sets, so you can run the right one when you need pipeline or cash.
07Step 6: Pinpoint the A+ problem in DMs
- Train setters to find the prospect's biggest problem and what it costs them, so the decision feels like the prospect's own logic.
- Track DM-to-call rate, show rate, average order value and objections, and review them weekly so fixes take days, not months.
08Step 7: Weaponize client case studies
- Keep at least three fresh case studies a month in niches that match your buyers, and sell a new opportunity rather than an improvement.
09Step 8: Align content with sales
- Hold twice-weekly sales and content calls so objections heard in sales become the next videos.
Terms worth knowing.
- ICP
- Ideal customer profile. The specific type of person who buys your offer, described in enough detail to speak to them directly.
- Dream follower
- Someone who shares the ICP's interests but lacks buying power. Their larger numbers help the algorithm push content to more ICPs.
- Credibility stack
- Three short proof points that set you apart, stated near the start of every video.
- Setter
- A team member who messages new followers and leads in DMs, builds the relationship and books calls for the closer.
- A+ problem
- The single biggest problem holding a prospect back, which the setter helps them recognize and put a cost on.
- TOF / MOF / BOF
- Top, middle and bottom of funnel. Attention and likability, trust and nurture, then conversion.
- Story sequence
- A planned run of Instagram stories used to nurture or convert followers, such as case studies or behind-the-scenes proof.
- Dialer
- A quick phone call used instead of long DM back-and-forth to shorten the sales cycle.
Things they pointed at.
07:42channelAlex Hormozi
07:48channelJeremy Haynes
Lines you could clip.
10:50
“You want to give the location, but not the route.”
22:22
“Nobody wants to fix their engine on their rundown car. They just want to get a new key to a new car and go up the mountain.”
23:05
“Content and sales, they are the same department and they should be speaking with one another.”
Word for word.
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In this video, I'm going to break down the exact sales funnel that generated me and my clients over $10 million with organic content. And by the end, you'll know exactly how to implement this into your own consulting business so that you too can generate multiple six figures a month in profit, get lay down piss up to $45 ,000 and beyond, and how to generate predictable and consistent clients so that whenever you want to scale, you don't have to guess what buttons to press.
You know exactly what to do and you can scale up month after month. Today is October 26th and we are on track to do just over half a million dollars cash collected. at just under 70 % profit margins.
So this is actively what's working right now. And as you can see, I'm gonna pop a bunch of screenshots. My clients are using this as well to 4X, 5X their business in a span of 30 to 60 days.
We're gonna run you literally through everything from the top of funnel to the middle of funnel and bottom of funnel, exactly what videos you need to put out in order to convert clients at scale and generate more revenue. Now, the first question that we have to ask ourselves is who is the person that we are trying to bring down this funnel?
In other words, it's known as your ICP. We wanna be - crystal clear on exactly who our ICP is and for me that person his name is Jack I've done so much extensive research on Jack to the point where I know everything about his desires I know everything about his pain points I know his obstacles And whenever I'm filming content, I am speaking directly to Jack and nobody else.
Meaning I'm not boxed in by my niche. I am not creating content just about my business. No, no, no.
I'm speaking to Jack. A lot of people that post content to get clients, they think it's all about value. They think it's about posting more and they're completely wrong.
Your ICP is so overwhelmed because there are a million people shouting at him and trying to tell him exactly what to do that he doesn't know how to listen to. And so when you position yourself differently, when you understand exactly how we generate our funnel and build trust throughout the entire pipeline, then you're going to understand that because I'm completely different and I'm coming from a different positioning and a different stance, I speak to Jack directly instead of looking like everybody else.
And so what we want to do is we want to operate from a blue ocean, not a red ocean. The red ocean is what everyone else is doing is shouting. and screaming at Jack, the blue ocean is being able to build that trust before you even tell him to do anything, which allows you to feel different and make Jack feel understood.
Market research is so important that we literally do this every single week to refresh ourselves on what are the limiting beliefs, objections that we're hearing that we can pre -handle in the content. And these are a few examples of the limiting beliefs that are holding my prospects back. We literally understand how often we get these, how often they show up.
So we get AI to analyze every single sales call that my team takes, understand exactly how often it comes up. And whenever I ideate a post -content, I'm not guessing.
I'm literally looking through the limiting beliefs that are holding my prospects back and analyzing which one would be best to remove this week and which ones I want to remove next week. And content is an intentional process for us. And the next part is the beliefs that have to be true for the prospects to become a client.
Again, what do we do? We use AI to analyze all the sales calls, compress everything in a market research document. And so it literally gives me exactly what belief I need to install, the proof that's already working, the gap in asset that I have to make in order to make sure that this gap is closed.
so that we don't hear this objection again. When you create content, as intentional as you create ads or as intentional as you do any other thing in your business, you'll realize that it is predictable and it is consistent if you look at it from a micro level and actually analyze what people are saying and how to actually pre -handle them in your content.
I highly, highly recommend filling out a market research document. This is essentially a guide to understand your audience's needs deeply by actually getting data. So understanding their problems, but not even staying there and staying surface level, digging deeper.
right and then leveraging ai to actually understand okay this is exactly what they're struggling with this is exactly what keeps them up at night and this is exactly how you can target their pain points in your content and once you have this the funnel becomes easy so the first part of this entire funnel is top of funnel content now i want to be very very clear at this point in time we are not trying to convince we are not trying to sell we're not trying to do anything okay the only thing that we're trying to do in top of phone content is make ourselves likable and admirable and the whole idea is to get them to give a get them to to care about us first and in the sales process, this is the first point of contact and I'm gonna cover the content and the sales portion.
Now, in order to get them to care about us first, we have to essentially show them that we've climbed the mountain because a lot of times, we assume that people know everything about us but your audience has to be constantly reminded. There's a reason why Hermosi to this day, even though he's so established and so credible, he constantly states his credibility at the start of every single one of his videos because when you're trying to attract more eyeballs and more people on your page, you have to constantly show the fact that you've done what your audience wants to do.
By you positioning yourself up here, you are positioning yourself as credible to speak to your audience so that they actually care. And don't assume that because you've said it once or twice, people will remember it. People watch over 200 pieces of content every single day, they're not going to remember what you said in the last video.
If I told you to recall your last 10 reels, I promise you, you wouldn't be able to. And so you constantly have to state in your videos why they should listen to you and why this next piece of advice you're going to give is valid. What I recommend is creating a credibility stack in every single one of your videos and having three things that make you different and so you want to ask yourself like what are things that you can say that not a lot of other people can say and you want to lean into it so for us it's the fact that we're literally making over half a million dollars at 21 years old it's the fact that i've been able to balance a four million dollar per year company while in university we're also hired by industry leaders like jeremy haynes to help build out their brand and train their team and so all of these things are components that i can actually mention in the front side of my video to generate attention and give them enough of a reason to care and once you have a credibility
stack, you want to move on to step two, which is where you target the middle. A lot of people only want to target the people that they sell to, but that's the complete wrong approach. Meaning you need to target your ICP, which is the people that you sell to and your dream follower, right?
You need to target right in the middle. And so you may be wondering like, what is your dream follower? These are people that have the same interests.
as your ICP, but don't necessarily have the same level of buying power. And the TAM for the dream followers is always going to be much bigger than the TAM for the ICP. Now, you may be wondering, why would I even care about the dream follower if they don't have any money to invest and they're not gonna buy from me, all of that?
Because when you target the dream follower as well, that actually grows your brand for you to reach more of the ICP. When you post a video on, let's say, Instagram and YouTube, they're showing your video to 100 people. And if you constantly only call out your ICP, what's gonna happen is that you are not going to have any growth on social media, which means out of 100 viewers, let's say only three of them are your ICP, you're only gonna have three people that watch that video and actually consume it and find value.
And so the 97 other people that click the wave in the first five to 10 seconds are essentially mentioning to YouTube that, hey, this video wasn't good and YouTube's not gonna push it out because again, three out of 100 people watched it. But if you make your content slightly more broad where it appeals to the ICP, but then also the dream follower, what ends up happening is maybe you would try 20 now this 20 maybe there's three icp and 17 dream followers but what happens as a byproduct is that you are naturally going to get more and more people watching your videos because again youtube's recommending and pushing your video out more and as a byproduct your next video will let's say get a thousand views and out of that instead of only attracting three icp we're attracting maybe 100 icp and so we have to be okay with having the dream followers there because again they are what push our content out in the algorithm and show the social platforms that we post on that this piece of content is actually good these are examples of videos
that target both the ICP and the dream follower. As you can see, I talked about my mom's life reaction about me making 150K a month at 19, how I spend my $311 ,000 paycheck, that's profit by the way, or the fact that I literally just show what my routine is and how I'm able to balance a $4 million per year company while in university, or the limiting beliefs that I had to remove in order to achieve my goals as a byproduct.
These are getting views which are leading to more... icp when you understand this concept everything becomes much easier so jeremy is a perfect example of like he literally went from only talking about ads strategies funnels and super super niche specific things because he thought you know you could only target his icp to now talking about getting richer mindset identity and this as a byproduct has elevated his brand and led to way more growth and people really caring about what he has to say and him becoming an absolute g we've worked with his creative team to constantly find formats and that's what you have to do in your personal brand in order to get more attention to your page.
The goal with this is to get them open to being influenced first. So we're not selling here, we're just getting them to listen and take that next step so that when we do eventually give the value, they care because again, we have what they want and we've climbed the mountain and we have more attention than we need right now.
Now, what does the setter do? The setter reaches out within five to 10 minutes, a new follow, setter reaches out, points them to videos that will help and we build a relationship. We do not try to sell on first point of contact because again, we've seen that our leads that are actually in our pipeline for more than two months are way better clients because they implement more and they actually just trust us more.
So we do not try to rush or condense the sales process as much as possible. We actually allow them to kind of just soak in the content and guide them to the right material and provide any help that we can and show that we're here to serve them and help them instead of trying to push them down the funnel and try to push them to make a decision as fast as they can now i want to be very clear for b2b and b2c these are completely different b2c you just want to get right into it you want to ask straight away you do not want to really beat around the bush because again your time is huge so you can afford to burn people but for the b2b and especially as you get to the more sophisticated markets you want to give and expect nothing in return and guide people in the right way and see if there's an opportunity to help a few kps that you want to try to see if you're doing top of funnel content well is icp leads generated new followers generated and conversations started
Every single week, my head of content gives me this report to actually see if we're doing enough top of funnel. And if not, if we're seeing that we're getting a decrease in percentage on all of this, then we know that we just need to increase top of funnel content and do a bit more broad videos. So once they're open to being influenced, that's when we lead into middle of funnel content.
And this is the content where you do a lot of trust building and nurturing and in the sales. This is where we're sending them freebies. And again, they're only going to consume the freebies.
They're only going to talk to the appointment setter when. you give them enough of a reason to. So let's go to the first part.
You need to give value through the what, not the how. You want to show how you can help them achieve their desired outcome. And so you want to give the what, like what do they have to do in order to get from point A to point B.
So if we go to A to go to B, you want to show them what to do. But for the how, you want to keep that for the clients. You want to make sure that you're not giving too much of the how -to.
This is very important because if you give too much, they will simply play the waiting game. I've had clients literally tell me, so your content is too good to the point where when I implement your free advice, I'm making cash and I know within one or two weeks, you're going to drop another video that's going to help me make more cash.
So I'm literally just sitting there waiting for your videos. And when I heard that, I understood that I was giving way too much and I needed to actually withhold information and draw back. And so ever since doing that, we've gotten way more conversions and way more people opting in because they know that their behind the scenes access is way, way, way, way better than what they see on the front end.
You want to make sure that you keep the step -by -step for clients and don't release everything. And the perfect analogy of this is you want to give the location, but not the route. You want to give them the destination.
Where do they want to go? But in terms of the GPS, I'm like, oh, you need to go straight and then turn right and then go straight and then turn right and then go straight and then you find the destination. You don't want to give them all the directions.
When you build enough of the gap between the solution and the implementation, that's when people actually book in a call. And so if you see that your prospect are actually saying that your value is amazing.
Everything that you're doing is great. Keep up the videos, but they never swipe their credit card with you. That means that you're simply giving too much.
You need to understand how to withhold. What you need to do is you need to write down the current situation of your current. icp and what is the desired situation for that icp as well and you need to map out every single problem in between that and so problem one to problem let's say 10.
and so you never want to give problem 10. you want to ask yourself in order for your icp to take the first step to actually going from the current situation to the desired situation what are the first three problems that they're going to encounter and what you want to do is you want to give everything you want to give the how you want to give the what you want to give everything and essentially you're going to build the initial trust to get initial result the rest of the problems you give the what but not the how okay so now they're wondering okay i've done three but four is a bit confusing blah blah Okay, booking a call.
Booking a call. Like we don't cover that here. We cover that in detail where we do it in a one -on -one call.
We do it in an audit. We give you personalized SOPs. We give you step -by -step roadmaps, everything.
And so guess what? When they eventually face problem number four, they are going to come to you because again, you don't cover that on your free content. That's what you do with middle of funnel.
These are a few examples of content that build trust. This one, I made over $7 million by posting on Instagram. We literally just mapped out what are specific formats that are working for us or literally moral breakdowns of like how I built the content.
You know, I'm literally showing who I hire and how I build it, but am I going through exactly how to hire them? Hell no, right? That's literally behind the paywall.
That's an SOP for my clients. And so that makes zero sense to put out. Here as well, it's a one -on -one breakdown with a client.
This shows extreme expertise because people know that, hey, this is what it's like to actually work with Suri in a one -on -one setting. I'd love to get this level of access to him. And that is exactly why I'm going to book in a call and speak with his team to see if it's a good fit.
So as you can see, these are all examples of content that builds trust. I'm showing aspects of what to do, but not how to do it. And I'm also showing glimpses of what it's like to actually work with me.
I want to be very clear when I say this. Story sequences are an absolute cheat code. And if you're not posting every single day, you haven't SOP'd it out, you're doing yourself a huge disservice.
I looked at every single one of my high record months and my high new catch up front months and I realized the correlation. The more stories I posted, the more money I made. And so I literally just trained my team to be able to run story sequences without me as well to where we are constantly posting at least two to three case study story sequences per week and as a byproduct across a two to three month time span because it's so consistent.
system. And because I'm not just giving them advice, but I'm also showing them the case studies, I'm showing them the result, I'm showing them the value. We're slowly building that trust because again, because our market is so saturated and because they've been burned by so many people, it takes a lot to actually take someone from point A to point B and actually believe that we can help them.
That's just the nature of our industry. And so showing up on stories every single day has been absolutely important. We've literally mapped out top of funnel, middle of funnel and bottom of funnel content story sequences so that when we want to convert clients right now, we rip a bottom of funnel story sequence based on what worked in our record month and nine times out of 10, it always generates at least $50 ,000 in sales.
Let's say we don't have enough clients that are right on the fence, but we need to build up that pipeline. Okay, then we're going to rip a top of funnel content sequence, or we're going to share a bit more lifestyle, share a bit more about, you know, why they should care and then go into middle funnel and build that pipeline up.
So as you can see, your content is very, very intertwined with the entire sales process. You need to understand exactly how the conversation moves. When someone for a freebie they're indirectly saying that they want your service that's how i look at it because your freebie is oftentimes a solution that's literally just free and so if you can get them to realize the value behind your paid service they're going to buy and so this is where they go back and forth with the setter and the entire goal with this is to not be pushy like in my opinion especially in the sophisticated market the only thing that we want to help our clients and our prospects do is pinpoint their A plus problem and make them problem aware.
If we make somebody problem aware on exactly what's holding them back and why it's holding them back and the amount of money it costs to them, it is just a no brainer for them to take that next step and lead with action. Because business owners are smart. If they realize that something is missing and something is actively losing them money, the smart guys will do as much as they can to actually solve that problem and take the action by themselves.
And so instead of us forcing them down that action, they are leading to the action themselves. And again, my sales team are genuinely amazing at giving advice because I train them. We literally have checking calls on how to give advice based on how a profile looks on the surface and how to get the right information so that we can actually pinpoint the A plus problem with logic instead of actually selling them based on emotion.
Logic selling is much more effective and that's what has led to $45 ,000 sales in the DMs and just a ton of trust being built. You need to actually train your sales team to be competent and almost experts so that even when a prospect knows it's not you, they will still get value from talking to your team because they know that that team member was trained by you.
Again, what are we doing here? We're giving people freebie opt -ins, whatever the case may be. We're getting their first name, point of contact so we can call them on WhatsApp.
And again, my ICP prefers faster conversations. So what we've seen is that dials work a lot better than just going back and forth in the DMs. And of course, like I said, the appointment center has to be extremely qualified so that you jump in occasionally.
And you just want to really see how people are responding, what objections they're throwing. And the nurture process, the time between someone booking a call and someone taking a call is extremely important. That is where the sale is made.
And so the assets that you send throughout all of this is super, super important. I'll dive into this in just a second, but let me show you exactly how we're actually tracking our DMs and how important this process is so that you guys can implement this as well. When a sales rep onboards into our offer, we literally give them everything that they need from you know, the understanding of, okay, the ICP, the niche understanding, the deep dive into it.
What does the offer actually look like? What are specific case studies for people that we've helped? What are the best group calls to watch?
Where's the vocabulary? Where's the actual word of mouth that I actually use and the tone of voice that I have? We give them a standard to follow and a schedule to follow.
And then also the strategy, right? We go deep into exactly what we need to actually analyze, what we need to do first when you wake up. And then we study convo examples.
So we have a ton, a ton, a ton of examples that we've analyzed throughout this. entire months that we give to our clients as well so that people are not guessing and this entire process is intentional we are literally reverse engineering every single question down to a t and not just the ones that do work the ones that don't work as well that don't lead to conversions to see what we can actually improve and so as you can see because we're reverse engineering every single thing about these messages it's much easier to push people down the process because every conversation that we have gets better it compounds and so the setter is not starting from zero every time we hire a new person no they're starting from like step 100 and that setter is tasked with the responsibility from taking that step 100 to step 120 and that new setter that comes on in three to six months is starting at 120 and going to 150 and so you get the idea it's a constant progression it's almost like passing off the baton but that baton is so much further ahead and we're not starting from zero we're already starting at 100 miles per hour this is a
level of analysis that you need to go towards. And this is what we train our client setters on. We literally have client setter training calls where client setters are literally joining and getting advice from the setters that we have.
Because again, we understand this process to a T because we've been doing this for so, so long. And the important KPIs that you want to track for your middle funnel is the amount of inbound DMs generated, the amount of direct YouTube bookings generated, and the amount of sales assets sent out in DMs. So this is especially important.
We love to look at bookings and just inbound DMs. but we don't look at what actually leads to it. Part of this entire process is making sure that we're centering enough nurturing assets.
The goal for my team is to honestly send out minimum 20 YouTube videos slash sales assets per day. These are service level numbers, but if you really want to take this shit seriously and scale to multiple six figures a month for profit, you got to track everything.
And I'm talking about, you know, your DM to qualified call percentage, your show rate, AOV, qualified calls, cash target, you know, the projections, the pacing for each and every single one, how many calls booked from each thing, everything. And then going specific and going to the IG numbers, where's the opener reply? What's the follow -up reply?
What's the convoluted pitch ratio? What's the pitch to number ratio? What's the convo to number ratio?
Literally everything from A to Z. This is the level of detail that we're going into with every single month. And so you can understand when we look at, you know, while we're not booking calls, we literally just pull up the sales tracker right now and we know exactly what it is by just looking at what is read and taking it from there and actually implementing a plan of action to make sure that we fix this within the next week or two.
You guys may know me as a content person, but again, we've been able to really build a successful business because of these systems and the entire funnel. It's not just content or sales. It's both combined together.
And then the back end is the fulfillment. So we've covered top of funnel, middle of funnel, and we have all that trust built. It will be a huge waste if we didn't know how to convert all that pent up demand into actual cash and actual clients.
So this is where bottom of funnel comes along. The entire goal is to show why this is different from everything that they've ever tried and why you're different from every other coach that they've tried. Majority of people that we're selling to are naturally going to be second, third, fourth time buyers.
The most important thing. Have some good fucking fulfillment. Have extremely in -depth case studies in the exact situation.
And the reason why I put an infinity sign is because you can never have enough. You can never have enough. You always want to have a new case study, at least three new case studies every single month.
I'm talking bearing case studies. I'm talking like 10K to 100K a month, 20K to 200K a month. Like those type of case studies, you need at least three or four of them every single month.
And you need to constantly be finding new ones. When you regurgitate the same client case study, Over and over and over again, that is a sign that your fulfillment is not good enough and smart people and sophisticated clients will be able to see through that crack and not buy from you.
As hard as it is, just focus on fulfillment. Have really, really good systems in your backend and your fulfillment process. Get killer results.
And I promise you, your marketing, your bottom of funnel will be way, way easier. And what ends up happening is that you have case studies in every single niche and vertical you can think of. This is our landing page.
And as you can see, it is stacked up. with client success stories, whether it's B2B in the Spanish market and Emma scaling up from 30K a month to $260 ,000 a month, or Alessio and Brian helping with people with content, scaling up from 40K a month all the way to $200 ,000 a month cash. Yusuf literally scaling up from 30K a month all the way up to $250 ,000 a month.
Gabe scaled from 30K all the way up to 100K. As you can see, we have different clients in different verticals, niches, industries, and we are actually mentioning exactly what are the three main things that we tweaked so that when someone lands on our lander page they are like okay this is the exact person that had the same problem that i had this is the solution that he implemented okay i can see myself in his shoes i want to buy now we don't leave a single stone left unturned because we cover every single niche every single vertical every single industry and we have every current situation every single problem that people are facing we have a client that has went through that exact transformation so when we send that personalized client interview or that client transformation they have full trust in us that we can get them the result because we've done it for somebody else and they're not the first person they were doing it for.
The key here is to sell the new opportunity. You don't want to sell an improvement offer. You want to sell a new opportunity because nobody wants to fix their engine on their rundown car.
They just want to get a new key to a new fucking car and go up the mountain. You need to appeal to human desire and new always does that. So a new opportunity that's different, that justifies exactly why they failed in the past, allows them to feel so much more conviction and lead them up the mountain, which is what you need to do.
And with this, every objection gets tracked. When we get an objection on the call, it gets tracked into SOP. This gets mapped out into the appointment sending process.
And we let the team. know. And so what I've set up that has worked extremely well is we have the content and the sales team meet twice a week.
This is literally the sales team speaking to the content team on exactly what they're hearing in the actual sales process. Here, the content team is actually getting feedback and not just optimizing for views, but optimizing for sales. Super, super important that your team works together and you're not treating them as separate departments because content sales, they are the same department and they should be speaking with one another.
A lot of times the best person to ideate your videos is not your content person or you. It's the person that talks to your salespeople and talks to your prospects every single day.
And so we literally have a plan of action that they do every single week. They have two 30 minute group calls. And again, we showed tons of formats on why it's different.
We give our client facing perspective because again, there's no better way to show that you're good at something. by literally just getting someone to tell your audience for you instead of you doing it yourself. I can sit here and shout at the top of my lungs that my fulfillment is the best, or I can literally just have a client say it for me.
It really is about showing, not telling in the bottom funnel. And then the last part is a dialer. We've realized that instead of just dragging out the sales cycle to a seven day because it takes a lot of time for people to go back and forth, why don't we just rip a three minute call?
And so IACP specifically, they love speed. And so we've seen a dialing funnel work extremely well for us in the backend. So KPI has to try to understand whether or not your bottom funnel is going well.
The objection here in sales calls, your close rate, your AOV, and your cash collector revenue percentage are all four KPIs that you should be tracking in order to understand whether or not you're doing this well. Now that is the entire funnel breakdown.
And honestly, we have the backend revenue to go through, but this would be a whole nother video in and of itself. There's so much that I can cover in the backend. Again, we shot up our LTV from 13K all the way up to $24 ,000 in a span of literally two to three months.
And so if you want us to cover that with you guys on exactly what we were able to do to actually generate this much in backend revenue, feel free to comment. down below and let me know if you guys want a breakdown on that. We already have the Miro built out that we actually have for clients.
So that's just client facing for now and a bunch of SOPs on that side. But this is everything that you need to know for your sales funnel on the content side and the sales side. If you want me and my team to help you build out this exact sales funnel that has worked for us into your business so that you're not guessing, you're not throwing darts in the dark, but you're actually getting the proven blueprint and SOPs guides, one -on -one calls with me and my team, then go ahead and click the first link in bio.
We'll look at your current business, give you an audit, pinpoint, your A -plus problem and worst case, we'll give you clarity on exactly how to solve it. Best case, we work together, we turn you into a huge client transformation and you have a predictable and consistent business that you can sign clients with every single month with high profit margins.
With that being said, I hope you guys enjoyed this video and I'll see you guys on the next one. Peace.
The Hook
The bait, then the rug-pull.
SooWei Goh opens with a $10 million claim and a live number, about half a million in cash collected in October at just under 70% margin, then spends 25 minutes mapping the funnel stage by stage.
Named ideas worth stealing.
03:33model
Top, middle and bottom of funnel content
- TOF: likable and credible
- MOF: trust, freebies, DMs
- BOF: case studies and a new opportunity
Each stage has a single job and its own KPIs, from ICP leads and new followers at the top to close rate and AOV at the bottom.
Steal forany service business selling through organic content
05:00concept
Credibility stack
- Three differentiators stated in every video
Short proof points that justify why the viewer should listen to the next piece of advice.
Steal forvideo openers
05:30concept
Dream follower targeting
Make content broad enough to attract people with the ICP's interests but less money, because their volume drives distribution to more ICPs.
Steal forshort-form growth strategy
09:47concept
Give the what, hide the how
Show the destination and the first three problems in detail, then withhold the step-by-step so the gap pulls people into a call.
Steal forfree content and lead magnets
How they asked for the click.
VERBAL ASK
24:36product
“If you want me and my team to help you build out this exact sales funnel... click the first link in bio. We'll look at your current business, give you an audit, pinpoint your A-plus problem.”
Delivered after the full teaching, framed as an audit call, and paired with a bait offer to cover backend revenue if viewers comment.
MENTIONED ON CAMERA
Visual structure at a glance.
