Transcription
This is the recording for my presentation at our last client Ascension event, the live event that we held just this last October. And if you want to download the slides from this presentation, the link is in the description. Let's get straight into it.
What's up, guys? How we doing? So you probably noticed I haven't been posting on YouTube or Twitter very much because I was busy with this, making a couple Mill. So who in here would like to spend $532,000 in ads and make $3 million? Put your hands up if you'd like to do that. Cool. Who is running ads right now? Spr your hand if you are. Cool, a lot of people. Um, how many of you made $3 million in the last 6 months? Cool, cool, awesome. Yeah, you're you're my business partner, thank you. I [__] hope so. All right, cool.
So what you're going to need for this, um, you're going to need your calculator app, you're going to need your notes app, and you're going to need ChatGPT towards the end. So we're some real [__], we're getting [__] done. All right, cool. So this was September, $788,000. That's not that, that contract value [__], that's like the actual cash collected. So those hit the Stripe accounts. So if you'd like to make $788,000 in a month, you should pay attention. Cool. So this is 6 months of Aspen, 532 Grand. That was all on Meta. There's actually a bit more on YouTube, and then 3.79 million in the past 6 months. That was March 20th to September 20th, and you could see exactly about where we started. It was May, like May 1st, it just goes up and up and up and up. So that's what we're talking about today. Cool. So that was about 4,000 shown-up sales calls it took to do that profound amount of sales calls.
So here's what we're going to go over: We're going to go over funnel math and how to actually think about this. Then we're going to go through the funnel setup, like what the funnel actually is and how how that's all constructed. Then copywriting, the funnel ad creative copywriting. Then going to tell you guys about Olympia, which is our new offer, and then we can go to Q&A. I'll just answer all the questions you have. Sound good? Cool, cool. All right, cool.
So this is this is the entire basis of how you need to operate everything, your entire business. It's just these two numbers. It's just the ratio of how much money you make per client to how much it cost to acquire a client. So LGP, that means a lifetime gross profit per customer versus the cost to acquire a customer. So I know who who who does cold email and content primarily as your like main driver of revenue. All right, cool. So you're like, oh well, I don't have ad spend. There's not a cost. There is a cost. There's labor executed. You see what I mean? There's always a cost. Customers are not free. You always have to spend something, whether it's hours which have a dollar amount assigned to it. You see what I mean? There there's always a cost. So you're always operating under a ratio of how much does it cost versus how much do you make. You cannot escape it.
So does anyone see me in videos or pull this up to you on a live call? This is the this is the actual Google Sheet of it. So let me explain what's going on here. So this is just a simulation of if you spend $100,000 on ads and you have a cost-qualified call of $300, you close 30%, that could just show you how many closes, what your CAC is and what your total calls are. Then you have your average revenue per customer, the gross profit per customer. So that's just like what it costs to actually fulfill each person, and then the churn rate. So then you get your CAC, your lifetime gross profit, and then the ratio between those two is your entire business. That this is how you make money. You can how escape this, right? So you need this to be a six. It has to be a minimum of six. Anything below a six is just too difficult. You might as well. It has to be a six. It's too it's way too hard. You're put on hard mode. Now I want to show you this, this number down here, the total profit simulation down there. So because you have to account for the fact that you sign a client, they're paying you $3,000 a month, they turn at 17%, that means to stay for 6 months. So if these numbers held constant throughout all of that $100,000 of ad spend, you would realize $1.35 million of gross profit over the course of 6 months. Does that make sense to everyone? Are you following the math? This just is how it works. You will make that much money. So it's like, oh, what if I want to make 5 million? You just put the ad spend up to 500k instead, just multiply it by five and make sure the numbers hold constant. You will make 5 million. Cool.
So how much money do you want to make per month? Just spit out numbers. Million a month, quarter million a month. All right, cool, good numbers. What's your close rate? This starts sp this out. Close rate over the past 30 days on cold traffic, cold. So like cold email, not content, cold. Someone 17 on cold. Yeah, that makes sense. All right, cool. Have you ever heard people say, uh, so referring to cold cold traffic specifically, close at 30%, and you're either thinking that's completely ridiculous and impossible, or you have to be like a sales Messiah with thousands of calls under your belt to do that? Like who who I know there's a lot of cold email guys over here. You're definitely not closing at 30%. If anyone says 30% is just sound unreasonable to you, like that just doesn't happen. Matt, I know I know you send a lot of cold email, like no one closes cold email at 30%. There's just too many unqualified poor people. You see what I mean?
So let's walk through some actual numbers here. So how many clients you need to make $500,000 a month? So we're going to operate through those assumptions again. Offer price $3,000 a month, monthly turn 17%, that would mean that they stay for an average of 6 months. Let's say you get 29 new clients per month. Your MRR is going to max out, your the maximum number of clients that you will ever sign concurrently have active with these numbers will be 171. The ma you will never make more than $511,000 in MRR if those are your numbers, and that that calculation down there, that's how you find that. So we're going to do that for a second. I'm going to pull this up. Everybody do this right now. You need to over the just use data from the past 30 days. How many new clients did you sign in the past 30 days and multiply that versus what you charge them per month. Everybody do it right now. Just take out your calculator app, and then that number you're going to divide that by your turn. So if your customer stay for 6 months, that means your turn is 17%, so you divide it by 0.17. If they stay for four months, it's 25%, divided by 0.25. Who just did that? Who has the number now in their calculator app? Someone don't be shy, spit out the number. Tell us what is it? Alex, you'll never go past 250,000 ever in your life if those numbers hold constant. You see what I mean? Who else? 426. Cool. Yeah, we need to pump these numbers up. All right, cool. So you see what I mean here? It if those are your numbers, that will be your maximum MRR. It will never go higher than that. See, that's a problem if you're trying to make a million a month or two million a month.
So how do we resolve this? There are only three ways to do it. There's nothing else you can do. You have to either make more money per client, sign more clients per month, or churn less of your clients. There there are no other options. Those are the only three things that you can do to resolve this situation. Does that make sense to everyone? Right. So what I'm trying to relay to everyone here, it's like I showed you the math before, the the LGP to CAC. Now I'm showing you your maximum MRR. You can't escape this, right? Because a lot of people you you don't know the numbers and like, oh, I want to scale. I want to scale, and you're not exactly sure what needs to occur to scale. You see what I mean? If you just look at it very clearly and you have the number, it becomes profoundly more simpler to just know what needs to be done.
So the rest of this presentation is primarily going to focus on what exactly you need to do to resolve this situation. So I want to talk about calls real quick. So we're going to do another another little exercise here. How many calls this is how many calls you would need to make $500,000 a month. Let's assume same offer, 3K a month, your close rate 20%, you're getting 29 clients per month. How long is it going to take you to reach $500,000 per month if these were your numbers? So you can ask ChatGPT these questions. If you use like 40 and it has reasoning, you can just you can get it. End you would need 166 active clients. There's a whole bunch of math here. I'm not going to sit here and do it, but it will take you, if you're signing 29 clients a month and your churn was 17%, it would take you 21 months, close to two years to reach 500k a month. That's a long time. Who wants to wait two years to to to do that? No, you want to go substantially faster, right? All right, cool. I do too. So the maximum you you need to have 166 concurrently at the same time to be at 500k a month, but that's but there's churn, and it takes two years. What does that mean? It actually means that you need to sign 609 new clients to reach 500k a month. Does that make sense? Because you're going to churn people. So it's not it's not that you have to sign 166 people, you have to sign close to six times more than that because of the churn. Does this make sense? Everyone's following along? So if you guys at 20%, that's 3,045 sales calls. Who wants to get on 3,045 sales calls? Anyone want to do that? No. All right, cool. Um, just quick show of hands here. How many people in here regularly get unqualified prospects on the phone and it exhausts you? They have no money and they're like, oh, $3,000, that's a lot of money. Yeah, yeah, huge pain in the ass. We don't want to do that. So do you want to do that 3,045 times? Just it's just a waste of time. That that that would be 95 consecutive 24-hour working days. Huge waste of time. So does it not make sense then that we should completely eliminate the possibility for unqualified prospects to ever talk to you? Right? Why are why why are you even giving people with no budget an opportunity to take up time on your calendar? Why why why are you even having a conversation with them? It's just a complete waste of time.
So this is the action item set number one of the day, and you should write this down. Um, put your prices in your VSL. So has anyone noticed that most like if you're selling a high-ticket service, like pretty much everyone here is doing, the the standard thing to do is to hide the prices. And has anyone watched any of my recent VSLs, like the Coldo set of VSL, the Olympia VSL? Like have you noticed that the price is always on the VSL? I'm never not going to put a price on a VSL ever in my life. I will never ever conceal price ever again. Now I didn't put the slide here, but um, when we started doing this, our close rate shot. Then I don't know what it was before, like before we were doing that on the setup offer was like 17%, or something, and it shot to like 32. Yeah, yeah. So put everyone here just start putting your price on your VSL. There's no reason to conceal price. It's a waste of time.
Second thing you do: put a type form before your Calendly. So let let me give you guys a sense of like the logic of what happens with the type form. We have a question on there. The first question is, are you a B2B company? Yes or no. If they select no, it just ends the type form. Just thanks, we'll be in touch. We won't, but it just it just auto-rejects them. There's if you're not at least a B2B company, you're you're out. Then it asks how much money they make. So the qualification parameter on the setup offer is they have to be at a minimum of 3K a month. If they select their below 3K a month, reject it. We'll reach out. We won't. The next question then says to them, are you able to spend a minimum of $2,000 upfront and a minimum of $500 per month onwards? Yes or no. If they select no, rejected, the type form ends, just completely out. If they select yes, then it goes into the contact information. Then it allows them to complete the contact information. Once they've completed the contact information, then they're even given the opportunity to see the Calendly at all. They don't even see it, like the the opportunity for them to speak to us does not even exist if they do not if they are not financially qualified and they have explicitly expressed that they can't in fact pay the revealed price. Does that make sense, everyone? So does it not make sense that this results in a substantially more qualified set of calls that come into the calendar? Right. That's how you close 30, 35% on cold traffic. I don't know if anyone who like the first time you've ever run cold traffic on on Meta to a call funnel, you get people who show up or like I don't even know why I'm on this call. Does that happen to people? Just completely eliminates that. That doesn't happen anymore. See what I mean? It's just it's just way more efficient. Confirmed they can pay the price. If they can't afford it, reject the application. If they're unqualified, if they somehow do find their way onto it, just cancel it. There's no reason to talk to these people. It's just a it's I think it's over here. The objections you'll have to this is, but I can just give the unqualified leads a downsell. But this is the equivalent of being a straight male making a Tinder account and setting your interest open to dudes because you might make some connections. It's the same thing. Like why are you do you're not making connections. We know why you're here. You see what I mean? Just don't do that. Putting the price upfront will scare people away. That is the point. That's literally what you want to do. You do in fact want to scare people away if your price is scary to them. Does that not make sense? Why did that not go? Okay, cool. So it's just like the thing to like, let's hide the price, let's hide the price, let's hide the price. But when you actually think about it, it just it it just makes no sense to do that.
So this is the difference when you're actually qualifying. This is the difference between 500k a month taking 2,000 calls versus 6,000 calls. Like would you not prefer to get on 2,000 calls instead of 6,000? It's just it's way faster, right? And the problem with it is that you're operating under the assumption as if there's an infinite amount of time. Like, oh, I can just take the calls. It's fine. It's there was um I think it was the CEO of YouTube, and they're talking about why they're talking about like comment spam and like how it's really difficult to to get rid of this comment spam, and someone was asking her like why don't you set like these certain filters in place and whatever, and she goes, well, the reason is that every problem we have is a problem at scale. So it's not something that like there's only a finite amount of hours in the day, and there's kind of two ways you can operate a funnel like this. You can either lean on marketing or you can lean on sales. Let's say you didn't have a type form, and then you're doing like Tri calls with Setters. So it needs you you need to have you need to hire and use a sufficient amount of Setters who can take 6,000 calls. If you want to speed that up as possible, you need to get like a hundred of these out a day. It's just it's too many people to hire. It's to it's too much stuff to manage. Why would you not just automate this with the type form? It's just it's just it's just way more efficient. And don't lean on the sales for that. It's just you might as well just put it through type form. It's so much easier. All right, cool.
So up to this point, we've talked about this number. That's how you get close cold traffic to 30%. That's how you close. So now what we're going to talk about is this, the lifetime gross profit, because this number needs to be as high as possible, and this is a problem with a lot of people. So I was I was doing a call with a guy, I think it was like two weeks ago, and it's a it's a coaching program for like insurance sales. It helps them sell life insurance, insurance whatever, and he was charging $8,000. His cost to acquire a customer is $3,000. His gross profit was about 70%. So what that means is his lifetime gross profit is $5,600, and his LTGp to CAC is 1.9. So his profit per customer is $2,600. Now if this guy wants to make a million dollars, he needs to sign 384 people and spend 1.15 million and take 1,920 sales calls. That's just that that's an absurd amount of capital and time to make $1 million. It's the the LTV is not high enough here. It needs to be higher. So what I suggested to him, no, he's he's profit just a little bit though. It's so thin. Yeah. So this is so so 26, the profit per customer, 2600. You see what I mean? Yeah, that's accounting for the ad spend as well. All right, cool. So what I suggested to him is that 10% of his students, I was asking about the success of it, so about 10% of them end up making 250k in insurance sales per year because you're trying to figure out like how do we increase these LTVs? The LTV is too it's too small. It's eight grand. It's not high enough. So he could do like a 30k Mastermind, but what I told him is that he should just open his own brokerage and sign the students under him, and then now he's getting a commission on their sales. You see what I mean? Because now he starts to actually make a proper business out of it. Now he's just an insurance brokerage instead, and now if you were running if you were running an insurance brokerage, like what people would ordinarily do there is spend their own money to get to to recruit these people and put them through this free training, and there would be some x amount of drop-off, but now this guy is just profiting because he's selling a coaching program. So now he has the profit of that, and that is the recruitment of the people in his brokerage is just way more efficient. Does that make sense, everyone? So what that turns into instead is he'd spend his 1.15 million on ads, get him 384 students, 1 million frontend profit. 38 of those would turn into another 25k a year, so that'll be an extra 950k, an extra profit. LTV needs to be way higher, way way way higher. All right, cool.
So these stats are going to broadly hold constant for everyone here. So your cost per for qualified call is always going to range, and this is at scale. When I say scale, I'm saying like above $5,000 a day in spend. So everyone here is probably going to range somewhere between $250 and $800 per call with the type form in front of the Calendly, all of that friction included. So Liskuit right now, I think it's around like 280. It's a it's a lower lower-tiered offer, but if you start getting to to people like your qualified prospect, they make 85k a month or more, you're going to be somewhere around like 700, 800 a call at scale, but that's fine because if you're selling to these way higher qualified people, you should be charging them way more money. You see what I mean? You just need to chart this out on that LTV CAC sheet, and I'll give that to everyone as well. But this is this is this will always be around for everyone here. Everyone, your types of businesses, your CAC is going to be between like 1,200 and 4,000. Your close rate should be 25 to 35% if you're doing the type form. Type form is required. Don't skip that. All right, cool. If you get your LTV to 30,000, it's like just stupid easy to get rich. It's it's really just unreasonable that you can't because even if your CAC was at the high end of 4,000, it's it's you just make so much more money. You see what I mean? So if your LTV is like eight grand and your CAC is 4K, it's like it's it's just such a thin margin. It's just too difficult. I was talking to um I was talking to Nick Verge yesterday. I don't think he's in here right now, but he was telling me about this uh he wants to run like a low-ticket newsletter. I think it was like $100 a month. Like, dude, the LTV, he's like, yeah, bro, I'll get the churn like really low, be like 5%. Like, bro, it's not going to be 5%, it's going to be like who who's run like a low-ticket community like below 100, below 100 a month? Yeah. What's the churn like? 25%. Yeah, because we've run Internet money like three times, three separate. It's it's 25%. It it it's around there. So what's that mean? The LTV is so small. It's like 380, 400. It's like, dude, you're not it doesn't make any sense. It's it's it it's not a good offer. All right, cool.
So talked about the funnel math. We're going to talk about the funnel setup. So this is what it is. This is how it's set up. Cool. So direct offer ads, we're going to talk about what I actually say in the ads in a minute. I do opt-ins. I know a lot of people, they don't like opt-ins. They like to go straight to the VSL, then the application or the call is right on the page. I split tested this many times, and there's zero situation where the opt-in makes less money. 100% of the time the opt-in funnel has made more money. I don't know why, but we we have Setters calling and texting the people opt-in. They set a bunch of appointments, and it works. It works very well. Um, that goes to the VSL page, goes to the application, the type form routes them to unqualified if they're unqualified. It gets rejected. If they're qualified, goes to call, and if they and then 30 something percent of those people end up buying. Super simple. This is the whole funnel. There there there's nothing complex about this. I'm not I'm not doing this this crazy retargeting thing over here. I'm doing absolutely zero of this, and I'll show you right here. So this is my this is my setup for all of it. So the way I film is the same thing every time. It's we'll have a body. It's like kind of focusing on one value proposition and just put five different hooks on it, five ads in an ad set. I never turn an ad off and an ad set ever. Just makes life substantially easier. And if I want to launch new ads, I don't I don't I don't have like a testing campaign. Well, I'm going to put all the ads that I'm testing in here in this campaign. If it works, I'm going to put in the scaling campaign. I don't do that, like launch the ad set. Does that ad set work? If yes, increase the budget and just increasing it until it stops working, just all the way maximum. I'm keep it going forever and ever and ever. It's super simple. That's what I'm trying to get at here primarily because a lot a lot of you guys you you'll kind of see this. You think this is some like insanely complex operation. You'd be this like crazy media buying wizard. Does anyone follow like the media buyer guys on Twitter and they're like, yo, yeah, this is like the hardest thing ever. Look out here, grinding. It's [__] just put the ad set. If the ad set works, up. If it doesn't, down. That that's literally
All you do there's there's nothing more complex around this; it's just ridiculous. Yeah, so who do you target? No [Music] one. What what do I do? Interest targeting? Do I do lookalikes? Do I this retarget? No, zero. It's open broad targeting.
So just to explain to you guys like how this like how it functionally works, right? It's it's AI targeting. Every every ads manager will have this, and what will happen to say you're selling like a I don't know who I was talking to yesterday was like an Amazon agency or something like that. If you start an ad and your ad says like, "Hey, are you running an Amazon store?" it's just going to it's going to it's going to read what you're saying. The AI is just going to find people who run an Amazon store, and then it's going to signal who's actually clicking on this, and it just figures out who exactly is this, and you don't need to do anything. So you start trying to do this interest targeting and these lookalike variables, and is it it it puts so you have to imagine there's a combination of what's going on. You have to add you have a VSSL, and then you add funnel; that's it. You put another variable in there of targeting, and now you have like hundreds, just absolutely [ __ ] tons of different permutations of things that can occur. Just remove that and just just make it a just zero zero targeting; it makes everything way simpler, and there is absolutely zero situation where any of you are going to beat an AI. It's not going to happen; it's it's just way simpler like this. The whole theme of this: it's super simplicity. This is not even remotely as close to as difficult as you think it is. Anyone who tells you this is hard is just wrong; it isn't hard at all.
All right, cool. So we're going to talk about what to actually say in a funnel. So this is how I write everything; this how I write VSLs; this how I write ads. So I'm just presenting some proposition; it's always like this: "Do you want to book an extra 50 sales calls every month with your own cold email system?" And now here's the thing about any kind of service. Let's say you do Ecom email marketing; you have I don't know uh you do ads yourself, ad ween, whatever. There's a fixed finite amount of questions and objections that somebody's going to have surrounding that mechanism; it's never going to change. For every single human on the planet, there's going to be some distribution of what their questions and objections are; it's never going to change. So what does that mean? If you identify what these questions are and you answer the questions, it will work for every single human. You see what I mean? So here's the arguments against the objections for for cold email: "No, it's not spam," "Yes, it does work," "Yes, other people get results," "No, it's not illegal," "No, it won't hurt ruin your domain," "Yes, the leads are qualified," "Yes, you can scale it," "No, it's not expensive," "No, it doesn't take a lot of time." Those are the questions; there are really no other questions surrounding this. This is the exact same; this is the exact sequence of questions that somebody will ask, and it never changes. This is what every single person says. Does that make sense? So everyone everyone gets this concept: fixed amount of objections you will ever get; it's never going to change.
All right, cool. Everybody open up your phone, laptop, open Chat GPT; you're going to type this prompt: "I am selling [offer] to [target market] that lets them get [result]. So I'm selling cold email as a service to B2B companies that lets them book 30 qualified sales calls per month," whatever your offer is. And then after that, "I'm writing a video sales letter to convince them to purchase this service. I want to answer every single objection that can possibly arise. Can you list out all of the most common obs I'm going to get?" It's going to give you all the answers. So here's the results I get about the LisKit cold email setup offer when I put that prompt in. Does anyone need me to go back to that slide for the prompt? Okay, I'll leave this up for a second. All right, cool. So everyone's everyone's got the answer from Chat GPT on their phone, whatever. All right, so this is what I got from LisKit: the most common objections will be effectiveness and proof of results; they're going to know what the ROI is; quality of leads; legal compliance; time commitment; credibility of LisKit; that plays into proof of results; risk of negative perception; customer service; long-term sustainability; results again; customization; contract terms; integrations to existing systems. This is pretty much exactly what that is right there. You see what I mean? It's it's the same; it'll never change ever. Therefore, does it not make sense to make your VSL simply a sequence of answering those questions in order and complete and absolute plain English? Who's watched one of my VSLs? Just raise your hand. Thank you. Is this not what I do? It's a GamDoc, and I put a table of contents in the GamDoc, and literally the table of contents will look like this: it will say that in the VSL. You see what I mean? I started off with the value proposition like, "Hey, so this this this is quality setup offer; it helps you book about 50 50 qualified sales calls per month," and "what we're going to talk about in this presentation is proof of uh uh case studies, the ROI you can get for this, the legality and compliance of it, how much time this is going to take for you, how we make sure it isn't actually spam." You see what I mean? And it's just an actual table of contents that are the questions that they're going to have anyway. So I don't do this thing this like a BDC thing. You who who here considers himself good at copy? Like, "I can write copy." You would just say that. So everyone who didn't raise their hand, is it not the perception when people talk about copywriting, it seems like this a crazy enigma of weaving this story in and and invoking this emotion, just all this nonsense, right? It's not; it's it's just this: just answer these questions in order; that's all you do, and it works, clearly seeing as though we spent 532k, made 3 million on that.
Yeah, cool. So Daniel, what do I write for the other stuff? Because we just talked about the VSL, but what about the ads? What about like the the copy on the page? The the you got their email; you got to send them emails now. What do you say in this? Because you got you got the VSL down, but like, cool, now we got to write all this other stuff. The exact same thing; you just repeat yourself over and over and over and over again. All the email follow-ups: one email will answer one objection; the next email will answer the next objection, the same objection that you already addressed in the VSL. The ads will do the same thing; the ads will answer the objection. Then the VSL is repeating what was said on the ads, right? And then also your sales call is just answering the objections that were already also answered in the VSL and the ads and the emails. This just not make sense? This is what I'm getting at here when I said earlier that there's a finite amount of things that somebody can ask, and there's nothing else that will ever be asked at all. You just say the same thing over and over again. Does that make sense? So if you just know what the questions are, then you you you'll just never run out of what to say; you'll always know what to say.
So everyone remember when we did um the cold email placement offer, when we placed people cold emailers and people bu you guys remember that? That was the first time I ever able to I was ever able to get a VSL to work in cold traffic; it was like 5x ROAS in the front end; it was insane; it was great. So what I did to do that was we used organic to get a bunch of calls booked; it was like maybe 20-30 calls. I took the call recordings; I listened to them; I wrote out the objections. So I did it manually, and I just put it it was all the same stuff people were asking; I just put a tally next to the question or the objection every time I was asked on the calls. CU it was it was like a it wasn't a very deep VSL; it was just like organic, so people got on. So what I did was now I had the distribution of how often the questions were asked, and then I made the VSL, and the table of contest of the VSL was just the questions that were asked in descending order of the frequency that they were asked. You see what I mean? So I'm going to answer the most common question first, and then I'm going to answer the next common question second. See how simple this is? Okay, this is this should be so simple. The sales call, VSL, the ads, emails all say the same exact thing. This is not a creative process; it's a mathematical process. You shouldn't you shouldn't have to sit here, "Oh, I got to get into creative mode; I got to sit down and I got to get real creative with this." It's no, you don't actually; you should just you should just have like a piece of paper sitting in your room somewhere: "These are the objections; this is everything that everybody asks ever," and you don't have to you don't have to think of an idea of a thing to say in a new ad; you just pick one of the objections or pick one of the questions and answer the question. This make sense to everyone? Does it not? Does this not make it seem way more approachable and easier to do as opposed to needing to be a master copywriter?
All right, cool. So we're going to talk about ad creative copywriting; this is this is really useful; you guys are going to like this. Cool. So this is how to write an infinite amount of ad copy that actually works by filling out one worksheet. Cool. So you're going to review your past 10 sales calls and get these answers; you should take a picture of this. You got to know: who are they? What are they saying? What are they doing right now? What is and is not working? And have they worked with other companies like yours in the past? What they do? Did it work or not? I'm going to show you examples from an Ecom email marketing offer. Cool. So this is from this is from actual calls; this this is this is not Chat GPT generated; this is actually like call recordings were reviewed, and this is written down manually. The bold ones are the ones that were most frequent. So want to bring they want to bring someone in to take over the channel; they don't have enough internal resources to do it themselves; they want someone they want to bring someone in that can make sales that would be super beneficial for them; they want to know what kind of lift they could expect from email flows; they want to know if they can do SMS as well; we're scaling paid ads to our list and want to start focusing on retention; I can only send campaigns when I have the time; or email marketing is not even a marketing channel; what is the best way for us to get the highest conversion with email? We're leaving a ton of money on the table when not having these core email flows. Who runs an Ecom email marketing business? Max, is this not what they say in the call? Yep, it's what they say. Again, there's a finite amount of questions; nobody's ever going to come up with something that isn't this; this just is what is asked. Cool. What are they doing right now? No email marketing set up; they're sending out campaigns, but it's not effective; sending out value campaigns that are not driving revenue; they have flows set up, but they're not converting; they're sending one-off campaigns when have the time; they're focused on getting their conversion rates up; they have very basic email templates. Max, is this correct? Is is not true? Yep. There will never be something new ever for any of your offers whatsoever; there's not a single exception to this. Cool. So quick side note: there's always got this is just a quick aside; there's always going to be more people, so more TAM not doing the thing than are doing the thing. So Max, a lot of people who don't do any email marketing at all; there's always more people who don't do the thing, so it's it primarily makes sense. Huh? Yeah, there's always more people not doing the thing. Got it. Cool. All right, so this is how we're going to write ads; we're going to pick one body in five hooks, and this is how it's constructed inside of an ad set: hook one, body one; hook two, body one; hook three, body one. So you see it's it's the hook is just appendaged onto the same exact body; just make sense to everyone. Now here's what we're going to say in the in the first batch of hooks: "Are you [target market] who is [answer to question two]?" All right, so let's let's let's go back to what question two was again. This is question two: "Are you [target market] who is [what they're doing right now]?" Does that make sense? So examples: hook one: "Are you an e-commerce brand with no email marketing setup?" And then every e-commerce brand with no email marketing setup, it's like, "Yeah, that's me." Hook two: "Are you an e-commerce brand who only sends emails when you have the time?" Like [ __ ] yeah, that's me [ __ ] How'd you know? I was talking about Nick Verge the other day, and we were joking around with this concept; we were like we were like, "Bro, imagine if an ad came on; it was like, 'Hey, do you live in Scottsdale, Arizona, at Optima Kierland apartments and your first name starts with an N?'" And it's like, "Yeah, yeah, yeah." It's like what you should be doing. What's the one? I don't think Adam Hamon's here, but I think it was like, "Are you a software company who hired a VA to do your SEO and none of it is working?" That was a hook, and people were like, "Yeah, that's" that was like a common thing like over like 15 reviewed sales calls; like four people said that. It's like, "Dude, use that hook." You see you see you see how simple this is, right? "Are you an e-commerce brand with email flows that aren't converting? Are you an e-commerce brand who wants more advanced email flows? Or you an e-commerce brand who worked with an email agency who got no results?" You're just answering the questions that already exist; super simple.
All right, here's how we write body copy: present the value proposition, then address the objection; same thing as the VSL. The ad is the VSL, but it's just shorter; you see what I mean? So I'm going to show you an example. So this is the same prompt as before if we were visiting a back again. So everyone has your output from Chat GPT now. What you do, you're going to have value props, objections. So you always got to lean on some kind of value proposition. So for instance, "one-time setup" if email flows; the the concept of saying "one-time" makes people like, "Oh [ __ ] I" a guarantee; that's why you see see people; I'll guarantee you make $500 million if if you don't you don't pay; like that kind of thing; or you lean on a case study; like you got a profoundly good case study. So you got to lean on some value proposition, and then you're going to list out the objections. So like in this for instance, we'll just use the one-time email setup as an example, and then you have your objections on the right: what the Chat GPT output was; what the what the recordings of the sales call said. And this is this is an ad I wrote, and this is this is for a guy I was working with, and he does Max; he does Ecom email marketing; it's a one-time setup of the flows, and he charges $3,200 for the flow setup, and his CAC is about $700 right now. This is the actual ad; the the winning ad; the highest performing one right now. It goes: "After auditing working with over 100 e-commerce businesses, I developed this email flow system that's responsible for a couple million extra revenue from higher conversions, repeat purchases, and retention." And now we're going into what exactly they've said. So "if you're like most people in the e-commerce space, you probably seen that ad costs are rising because you're only doing email when you have the time. This leads to lower conversion rates, lower average order values, and lower repeat purchases, meaning your ad costs eat deeper into your profit margins, making it harder for you to grow your business. So here's my offer to you: I'll will come into your business and build out 18 high-converting emails across my four core flows for a one-time payment, and then no high monthly retainer, and I'll promise that these flows will increase your conversion rates, driving your cost per new customer down, increase your repeat repeat orders, so you can make more profit per customer, result more money in pocket, so you can grow the business faster. And if that doesn't happen, I'll send you a refund." And little qualification here: "This only for e-commerce businesses that are currently making above $30,000 per month in revenue or more." So "if you want to see so the best CTA of all time is to get pricing; that's what people want to know. When people say you you get you ever get people that like, 'Hey, send me more info'? What that means just send me the price; like I want to know what the price is, right? So if you want to see how the system works, projected ROI calculations based on your size, examples of emails, how much this offer costs to get started, click a little more on this post; watch the full explainer video; this quick video will show you everything you need including the price. If you think it's a good fit and the price is in your budget, schedule a call with me after watching. I see you over there." Does that make sense? Has this not made it seem way more digestible of what to do to to actually make a profound amount of money? Who was the I think it was Davey? Where's where is he? Davi? Yeah, you were um the next mistake you'll make in this is that what is it your your CAC right now is like $700 for like a $7,500 offer or something like that, and you're spending like $200 a day; it's like, "What are you doing? Like, just just just spend seven grand a day." That's the next mistake you'll make. I like to I like to launch at $200 a day, and the problem with why people don't scale it as fast is because you have to imagine there's two imagine there's two lines. So you have you have your spend; imagine there's like a like a break-even point; you have your spend, and it's going down. So you have to spend money on ads, and there's obviously conversion cycles and sales cycles, and you keep spending and spending; you're going to the negative, and then you get one, and now you're back at break even, but you keep the spend going and going and going and going, and then you had another sale, and now you're like a little positive, but the spend is still there, so you keep going and going and so you go negative again, and now you're now every every sale it just like jumps you up a little higher previously than you jumped; you see what I mean? And you start to develop a spread from your spend and your sales; it just works like this, and the spread just keeps getting larger and larger and larger over time. There's a huge conversion window. So a lot of you got damn what is a what is the conversion window from someone comes in lead to sale? It's probably three weeks, four weeks, yeah, like two after the call is booked, right? Yeah. So if you if you yeah, what is it for Olympia? Yeah, yeah. So like Olympia, the the the higher ticket thing that I'll show you in a second, that's probably like a month; like someone gets on a call for it, and just think about it; it's it's a higher price; like people don't just join that off GP. So if you guys have like a higher ticket thing, it just takes time for people to do that. So the problem with that though is you start spending your next negative, especially if you're if you're selling a higher ticket service to like very qualified people. How we were saying earlier, cost per call, qualify call might be like $800. A lot of people just spend $800 being, "Oh [ __ ] I just lost $800," and they don't scale it. It's like, "Dude, you're not even you're not accounting for the fact that one you're at $200 a day, so it took you like four days to get to the 800 in the first place, and then they booked the call, and then the time spread between when the call was booked versus when they show up for the call, and then the sales cycle of that call, so like three weeks have elapsed, and you just don't up this budget." You see what I mean? Everyone everyone actually screws themselves in the beginning; like if you see if if the cost per call is good, just keep up in it like 20% a day; see what I mean? You see you're starting to see what I you're starting to see that now, Dylan. Oh, it's like they're coming in, but they take time to close, but you're still spending.
All right, cool. Does this make sense? Has this been valuable to everybody so far? All right, cool. So what I want to do is I want to just tell you guys about Olympia real quick, and then we're going to go to Q&A. So any kind of questions you still have still have around this. So Olympia is our new offer. Who in here raise your hand if you're in Client Ascension right now? And then I know how many people are in Olympia. Dylan's in Olympia; there's probably five people in Olympia here. So that's that's our new thing, and it's all about ads. So the purpose there's two versions of Olympia; the purpose of them is so you can scale by just clicking a button; build a sales team that closes for you; Dan talked about sales yesterday; a lot of a lot you guys might not been here yesterday uh build a fulfillment system, which includes reactivation, churn reduction, referral systems, upsell systems; how to develop an offer stack with the 20K plus LTV; acquire customers for less than 2K profit; one to four million per year as fast as possible. There's two versions of Olympia. So this is what is included in the first version: it's Olympia Ultimate. So the funnel setup is done for you; so that means like I'm going to go in your Clicks account and do it myself; the ad scripts are done for you; I'm going to write them myself; the VSL, the GamDoc, I'm writing that for you; you don't have to come up with this stuff yourself; the video editing in your first 10 ads and the VSL is done for you; all the email sequences are done for you; there probably going to be about 30 of them; the SMS sequences are done for you; automation, like I'm going in your Zapier account and setting it up myself; that's done for you; set up closer recruitment; we'll give you referrals for that; there's no placement fee; we're not doing that; you just get it for free; customer success recruitment; the same people we use for LisKit; you'll have them; that's a 28K offer for three months. And then the next version you just replace all the done-for-you stuff with done-with-you, so you just learn it yourself. That make sense to everyone? Also, there's two one-on-one calls per month with either me, Andre, Christian, or Dan, so you can talk to me as much as you want; you get my phone number; I'll text you; there's four in-person events like this per year; much smaller SOPs walkthroughs of how to set everything up; one-on-one review of all your materials; pre-made funnels; bunch of [ __ ] like that. Really good offer, don't you like Olympia? Nice. Cool. All right, guys, just some Q&A. If you scan that, it'll take you to a GamDoc with that showing the the breakdown of those two if you want if you want to just look at it, but if you got any questions now is the time to ask them. What's up? No no. So the original title of this presentation was "Cold Emails for Poor People," um and the reason why it was because what happens is, you know, I was saying you can either lean on marketing or lean on sales; cold email just by the
Very nature of it makes it so that you can't use that type form. You see what I mean? So you have to lean on sales, and that concept of using triage calls to qualify the people in the first place. See what I mean? Super pain in the ass; that's why I said it's for poor people.
Yeah, yeah, yeah, exactly. You have to break it into two calls. Anybody else? What's up, Max? Yes, okay. So there's two ways that you can, you can do so. Typeform has an integration with Calendly. So what that means is the booking of the event is the last question of the type form. I tried that, and if I go into the type form, you can see, because it counts as a question, you can see the drop-off of the question, and 100% of the time that was the most dropped-off question. It would be, you'd lose like 30% when it's connected. So I was like, let me try this, not connecting them. So what I make it, yeah. So what happens is, on success of the type form, the end screen is a redirect. So it redirects to the thank you, the final URL of the thank you page, and then the Calendly is hosted there. It's a very small amount of people. I don't know; more people do it when there's a redirect. I don't know why.
Additionally, what happened before is if you connected the type form and the Calendly together, Typeform only counts, so you can only grab the data of the type form on submission of the whole type form. Problem with that is that the Calendly is the last question of the type form, so now you can't run any kind of abandonment stuff. So we have triggers where they'll, they'll get, they'll be put into email. It's called application abandonment, and we use HubSpot, and that'll trigger like a whole bunch of email flows and text, and for Setters to call them to set them, like, "Hey, I just saw you were putting in an application; were there not good times there? Like, I can set you…" You see what I mean? So it, it ended up working better like that.
Yeah, it's very slim. Damn, what is that? Do you know, dude? It's like, it's like 95% of people will book in. Yeah. This, this is also another thing, um, for show rates. This, this was really interesting, and for just P&L and lowering the drop-off of the amount of people who submit the type form and actually end up booking what you want is just the maximum availability of calls. You want it to not be like 5 days, 6 days out. You ideally want it within 4 days. But the problem with a lot of people, what they have is that they'll only have like four slots available on a given day, and, and just just a pure math thing, if you put a bunch of people through this, as less and less time is available, every additional person, the probability of them needing to select an inconvenient time for them increases. You see what I mean? Because there's just less and less time available. So if the time is inconvenient for them, they're either going to not book or just no-show because they picked an inconvenient time. You see what I mean? So you want the maximum availability. That unfortunately necessitates that you can't have closures at 100% availability; they always have to be around like 80. So you'll have like, you'll have like five closers, and all of them have to be about at 80. They start getting to 100%, your Notion R is going to shoot up really weird.
Yeah, yep. Anybody else got anything? What's up? Your… I don't know. I've been sending Code on like two years. That's a Christian thing. So are we still ripping? Quick question. Christian, really? Yeah, yeah. Code on for poor people. What's up, bro? What's that? Yeah, I always film in horizontal. Um, you know how like, and if you want, who here actually runs Meta ads, and you upload a video, you know there like the, the automatic adjustments and whatnot, it'll just turn it into, you know, like you see a horizontal video; sometimes you see the top and the bottom, it's like, like a blurred reflection of it; that's what it comes up as. Yeah, it, it just does all that stuff for you. I always launch it just horizontal. Yeah, it was probably like a minute 30. I actually just did some AIM and just edited them for me. They were like 2 minutes and 30 seconds. What I found is, um, if you're doing YouTube ads, about 2 minutes to 2 minutes and 30 seconds works better. I tried running like 1-minute 20-second ones that were working on Meta. I had this one ad of me; it was, it was the first set of ads I launched for the Code setup offer. It was one ad of me; there was like a 100 grand of spend through that one ad, and it was, um, there's like 500 comments, 700 shares; like there's like arguments in the comment, and if you guys know me, people talk [ __ ] in the ads, and then I talk [ __ ] back, so then they get angry, and this started mass reporting the ad, and it got rejected. Sucked. Was worst. What's up, bro? No, I actually don't. I've never done that. Um, my VSL is a, I like long VSLs, uh, so I think the Code must set up one is 16 minutes, the Client Ascension one right now is 44 minutes, and the Olympia one I think is like 22 minutes. Yeah. What's up, D? There's never been any situation where a static ad is outperformed a video ad at scale for me. Yeah. Can you talk a little louder? Talked about, thank you. Uh, I talked about the, the… I want to be at a million per month within a two-year timeline. I want to put all my thinking on the amount per order, how often people repeat, and how many people I'm bringing in. I want an LTV of over 10 grand. I want to charge an amount per client to be 10 fivefold on top of that. Um, the amount to bring in a client will be fivefold on top of that. I want to do the offer proof and then objection; that's like your kind of like your mental model that you work with everybody. Um, then you want to put that in your ad, your copy, and your call, and then the, the terrific reply for people who reply would be, "How much would it be for the offer?" And then I want to filter people on the niche, the revenue, and the budget. Would that be a recap of what you talked about? Correct? Yes. All right, thank you, sir. Bet. Sounds good. All right, thank you guys. Appreciate it.