Transcription
I spent $831 on this new funnel. I made back $13,000 in cash and 32K in revenue.
On the right-hand side, as you can see, this is the month of August, which was actually my biggest month for the consulting offer where I made $50,000. I only spent £600 on the ad and I made back $13,000 in cash. As you can see on the right-hand side, these are all the screenshots. And that's like putting $1 in and getting $32 out.
What's also quite interesting is I did this for other people before I actually did it for myself. As you can see on the right-hand side, this is Nero. We spent around £58 and made back 7.5K, which is about $10,000 in USD, which is kind of crazy. We're doing this all through ads. Rahul, we spent around 3,000 and we made back $50,000, which is kind of crazy. M spent $80 and we made back 4.2K in the first time. And then over that, he was able to get like one of the craziest ROIs that I've ever seen with ads.
And on the right-hand side here, you can see like my private clients. I don't I'm not allowed to talk about them because I have NDAs, but we spent around like 13,000 USD, and got like 27K. And that was like a 7x. So you're consistently spending $1 and you're getting back $7. So if you know the strategies I'm about to show you, you're never going to have to worry about money again.
The way it works is simple. When people want to run ads for their coaching business, consulting business, agency, growth hub, whatever you want to run your ads for, they have the choice to do a couple things. You could either run video sales letter with ads. You can either run webinar ads. You can either run direct to book or call ads. You can run DM ads, etc. These are all good long-term funnels. But most of the time when people want to run ads, they are running ads because they want to get cash initially to their business. They don't want to run something super long-term that's going to require a lot of capital to put into it and a lot of time and effort because they just want to get cash now.
So if you are trying to maximize and get cash now in the short term, you don't really need to do any of these complicated funnels like webinar funnels, VSL funnels, low ticket to high ticket funnels because they do work, but they are really complex. So, why not just run the simplest, most cheapest, cost-efficient funnel by doing inverted ads?
So, what even is an inverted ad? Well, I'm going to explain that. An inverted ad is way better than regular ads because the more normal ads that you guys are used to seeing on your page are super salesy. They require the users to do a bunch of high-intent actions. They attract a bunch of unqualified leads, a bunch of people that just want free stuff. They're super expensive, and they are not easy to run at all.
Well, inverted profit ads are completely the opposite. They're not super salesy and they attract the right people that want to follow and engage with you. They attract qualified leads because people genuinely want to work with you because you're going to see what I mean by this. Like people were coming in genuinely saying, "What does it look like to work with you?" with ads. That's one of the hardest things to do. And the craziest part is they're ridiculously cheap to run.
So let me explain what the inverted profit ads are. These ads are case study ads. They don't sell. They just attract what you want. Let me repeat that. They do not sell. They attract what you want. They get high engagement if they were a normal reel because Instagram sees it as an ad that people actually do watch. So, it's not something that screams, "Hey guys, book a call down below. Hey guys, DM me for this. Hey guys, get my free thing." Like, Instagram knows when you're running these types of ads and it's a it's one of these guys again. But with these, Instagram doesn't really know, so it pushes out to more people. And they're extremely cheap to run because the algorithm knows the ads are not selling. So you don't bid on expensive keywords and expensive placements on guys who are spending $10,000, $20,000 a day because most of the time you're competing with those guys and you can make a [ __ ] ton of money with them if you craft the complete ecosystem around it and I'm sure going to show you exactly how to get them in the right place.
So this is the entire funnel at a high-level view. So this is what I typically do anytime I run these ads. I have boosted ads at the top so they get a bunch of cold traffic and I funnel people into a bunch of different assets. So, I let them become a follower. Post in stories. I post like things on my emails. I post YouTube content like this for example that you're watching right now. A lot of people who have seen my ads will probably watch these YouTube videos because they're like, "Just to see how this guy works." Then I funnel people to a CTA which is either book or you know buy something that I have or like see how I can help you. By the way, if you want me to actually build an entire ad strategy so you can be similar to the people I showed you above, there's a link down below. You can check that out.
Anyways, going to get back into this. Or I funnel them into a DM conversation. So, I can be like, "Hey, this is a free resource that I'm giving away. Have a conversation with me." And then typically that leads to a sales call or some sort of call where they want to get more information. I give them an offer and then typically I will collect anywhere between like 3,000 all the way to like 8,000 or 10,000. And then what I do is I reinvest a certain amount of that money back into cold traffic because then that keeps the machine moving and moving and then you get to the point where you don't really have to do anything and you just keep getting sales consistently coming through the door.
So, that's how it works. But in order for you to be able to make this work, because I'm sure a bunch of you guys know how to do all these things, you just need leads. You just need people that are qualified to come through the door. Let me explain how you actually write the ad creative. So the creative is super important. And you can run a couple different things. You could either run a testimonial creative or you could run a counterintuitive creative. I'm going to break down what both of these are. I've tested both of these. The best one that works for me is the testimonial creatives, but counterintuitive creatives work the best. If you have case studies, like I said, because inverted ads are not normal ads. They're typically just case study ads. You are showcasing someone who got a really good result with you and you're explaining how you did that for them in order to attract similar people who want to do the same thing that you are providing.
So, when you're running these ads, you don't want to be like selling typically on these ads. And I'll explain why. Because what's going to end up happening is if you run ads where you're telling people, "Hey, DM me or like, you know, follow me for this free thing or like follow me and I'll show you how to do it." What you typically get is you get a lot of people that are like at the top of the funnel and they're like, "Hey, I'm really interested in working directly with this guy." Or you're going to get a lot of people that are like, "I don't really know who this guy is, but he's given something away for free, so let me check it out." Those people can buy, by the way. But the amount of effort that's required to get those people to actually buy is extremely high. That's the other side.
But if someone comes in from the perspective of, "I want to actually work with this guy. This guy's content is actually really cool. This guy has a paradigm shift that I've never seen before. And this guy's helped someone that is in my exact same position. I just want to work with him and skip all the [ __ ]." These people are still going to be in that buying pyramid of like the 3% that are ready to buy, the 22% of people that are not ready to buy. These people are still going to be really interested in buying your stuff because they see how you've helped other people. If you have a really good testimonial, you need to utilize these for your ads because it just attracts exactly who you want.
So, let me explain like how this whole methodology works. So, if you look at this ad over here, this is the ad I'm running. It's an ad where my client made a lot of money working with me and I'm going to explain like what it is. So, this is descript and I'm just going to like go through the actual captions itself. I don't really need to play the video to be honest. You guys can watch it by checking out my Instagram. My Instagram is going to be down below. But, as you can see over here, I was like, "Shout out my boy Mheis." Obviously, he doesn't know like exactly what I'm saying. It just says, "Shout out my boy Mheis." I'm going to play the ad for you guys to see like just the first part and I will explain why this works really well.
"Shout out my boy Mahes man and if you don't..." So the first five like first thing they see is "shout out to whoever I'm talking about," which is myself. And what ends up happening is people will come in with the mind of, "Okay, who is this guy? I've seen this guy's face before, but who is this guy?" Or they might come from the perspective of like, "I don't know who this person is, but who is he talking about?" Like when we talk about other people, we're a little bit more interested versus if we're just talking about ourselves. So, if you're like, "Oh, do you know what this guy I met down the street was doing?" Like, everyone's like, "Whoa, who is it?" But if you're like, "Yo, like, do you know what I did last week?" Blah, blah, blah. They might be like, "Yeah, you're trying to talk about yourself. You're full of yourself, whatever." But if you talk about other people, people are more interested because there's no shame or there's no guilt and they don't really care. So, they're very curious to see what the other person is like. So, you grab their attention very quickly for the first like 5 seconds.
">> Know me, you know, I'm hired by the elite entrepreneurs to teach them the hidden esoteric secrets of the universe. Some weird secret society stuff, but I'm not some."
So, the second part is where you need to talk about like the actual person you you are. So, let me explain what I mean by this. When you first do the shout-out, you already got their attention. They already know who you are. The call-out of who they are is super important. Obviously, he's talking about things that he's done before, like he's like, you know, this esoteric teacher and basically he's a coach. So, what ends up happening is it's going to go to people who are coaches. So if let's say you wanted to do this for yourself. Let's say you have an offer where you go after people who work 9 to 5s. You would say, "Shout out to XYZ." So let's say for example, I have an offer helping people escape their 9 to 5 and get into sales. I might be like, "Shout out to Miheis, like I used to work corporate 9 to 5 in the UK and I was making 50K a year for example." That's a call-out. And what's going to happen is you're going to get people that are very similar to that person because they're going to be like, "Oh yeah, I'm a person who works in corporate that also has a 9 to 5. What happened to you?" So you get it makes them very interested to know what's going on because you're not calling them out. So people don't feel like you're selling to them. You're just talking about an experience that you did with someone else. And the person who got the experience is the one that's talking. So what happens is they trust that person a lot more versus if it's you, they're like, "This guy could be selling to me. I mean, I could see how it works." Because you have to do so much effort to kind of like make them be interested in you. Like I don't think you guys really understand how different it is when someone else talks good about you versus if it's just you saying good things about yourself.
So you could say, "Hey, I used to work a 9 to 5 job. I used to work a pizza." Everyone's going to be like, "Yeah, cool story, bro. I've heard it." But if someone else who experienced that exact same thing is talking about you in high regard, there's a lot more credibility. That's why people care so much about case studies and testimonials. So, if you have them, the one of the most powerful things to utilize. By the way, guys, if you guys don't have like video testimonies, you can use, you can still use a strategy. You just have to do it slightly differently, and I'll explain that a little bit later in the video. But if you have a case about transformation, you want to do this. So, be like, "Hey, I'm a coach that blah blah blah. I'm in like 37. I work an office job, blah blah blah blah." So, if you have a fitness offer, tell them to call out exactly who they are because the ICP is going to be super important.
Another thing to also note as well is whatever they're wearing and what they look like is also going to play a big factor. A lot of people like to pretend that it doesn't, but it does. So, for example, if you I was to run an ad and I ran an ad with a black person in the ad, I would get black people. And it's not like in a bad thing. I'm not saying that as bad like, "Oh, bad people." I'm just saying that as keep that in mind because if you want to attract a certain type of person, you would want to have certain types of people in your ads. So, if let's say the people who buy my stuff are guys who work in corporate or people who have 9 to 5s and I'm trying to sell to people that have like, you know, respectable 9 to 5s that want to transition into like a business owner, you probably don't want to be using an ad of someone that's in a tank top that is driving a rundown car and has really bad hygiene or basically looks like a random person. You probably don't want to use an ad like that. You probably want to use an ad of someone that is in a professional setting. They have a nice shirt, nice background, and they speak well, and they carry themselves well, and you attract people that are exactly like that. So, it's common sense, but a lot of people like to pretend like it doesn't matter, but I think it does, and I want you guys to utilize that to your best of ability. Don't think of that as a disadvantage. Use that as an advantage because it does come a long way.
So, last thing is explain the before state and the end result. So, basically, this is where they get to the tie-breaker. So, as you can see over here, I go back and he basically says, "It's safe to say that I genuinely wouldn't be in the position that I am in."
">> It's safe to say that I genuinely, and I, this isn't an understatement, I genuinely wouldn't be in the position that I'm in if it wasn't for him. When I met him in my journey, the guy literally doubled my income in the space of like 6 weeks."
So, as you can see, I saw social proof of me doubling his income, like results, and then people are like, "Oh my god, like this guy actually did this for him." So, what happens now is like now they're like, "Okay, cool. This guy who he mentioned is exactly like me and he helped whoever they are get X result. I want to see how he did that." So this is where they typically click on your profile. This is where they check you out and this is where they give you a follow and that's where the whole structure starts and like I'm going to show you like all the systems that you need to do in place to be able to get people to actually buy from you because it's not just they click on a button and then they just give you money. Like there's a whole process that goes behind it. But this is how you would get the initial start.
So now people are like very curious to be like, "Okay, cool. How can this guy help me?" So I'm saying, "Hey, before I met or work with X, I was stuck at 2K a month. Now I've been able to make 20K a month in just two months. Crazy. I was stuck at 200 pounds. Then after working with me, he's I went from 200 to 135 in just 6 months. Crazy." So it's like that makes them to be like, "Whoa, like how did this guy who was exactly like me work with this guy and get go from where they are right now, which I'm currently at, to where they are where they are right now, which I want to get to." So you're almost kind of like making people curious to know about the transformation. And what's cool about the transformation is that's how they pay you. They have to work with you to be able to get that transformation. So that's why people are coming to you with a transformation. Because when you guys run your ads, a lot of you guys are running ads selling initial free stuff, which I'm not saying is bad, but you don't get people coming to you for transformations. People pay for transformations. People don't pay for like free ebooks or like free crazy guides. They don't pay for that. So that's one of the biggest things that I realized. When I started doing that from my ads, just made a lot of money. People are paying me because they see this person work with me and made money in six weeks and they want the same transformation.
Then you can typically explain the process of what they did. Very important to resonate the pain points as well so the people can explain it. So for example, if the person in your ad is recording and he said, "I used to come back home super tired from work and I would try to go to the gym but I wasn't consistent. I just didn't have anyone to hold me accountable." Anyone that is trying to get fit or like trying to be in the same position is going to look at that and be like, "Damn, this guy is just like me. I understand that. I'm exactly the same." And it's very important you do this because this is going to make them trust you even more and it's going to resonate with the ICP a lot more. And then the final thing is basically just giving them the CTA which is like, "Hey, if you're considering working with X, I highly recommend them. Changed my life. If you're saying this is possible, you can change yours too." Nero does something nice where he's like, "Hey bro, if you guys don't work with me, you don't deserve to work with him because the amount of money and effort I could actually bring to you guys is actually insane."
So yeah, like it's kind of crazy like because basically he says this: "If you're on the fence, stay on the fence because if you're on the fence, that means you don't even deserve the type of money that this guy can bring into your life. Not just the type of money, but the type of system." So you heard it from the best. If you guys want to work, down below, DM me or something. Anyways, but that's how you would do it. And if you say that, people would then just be like, "All right, cool. I'm going to follow this person."
So if you have clients that have wins and let's say for example you haven't got a client that's made a testimonial for you. You can just send them this script. So this is what you would send them. Tell them to just do this. Because they might be like, "Hey, what do I say in the testimonial?" Just tell them to number one, be honest and truthful because you can cut it up. It doesn't have to be a specific length. It can be like 3 minutes, 4 minutes, 5 minutes. It doesn't really matter. Just tell them to shout you out. Tell them to say who they are, what they do. Say that. Tell them to say, "Hey, where were you before you met me? Were you after you met me? Explain what they were struggling with before and how you helped them fix them. Then explain how the transformation changed their life and then mention if they're going to recommend you or not." So you can just copy this. Like you guys can just screenshot this or whatever and send this to your clients and be like, "Hey, just record this and just say this in the ad." And then once you've done that, just chop it up in a way that it's very short. Make the ad typically like anywhere between 90 seconds, probably less than 90 seconds is the best. And if you have the right points in the right video, the ad is going to crush.
And if you have them on YouTube, I actually have a section in my course that tells you how you can actually get these specific sections from your YouTube because a lot of people might have YouTube testimonials where they did a client interview or they did something on YouTube or like a podcast. So if you have that, you can actually just basically use a ChatGPT prompt to basically get the sections. So obviously I have this prompt in my school. Not going to give away the prompt because obviously people pay thousands for this, but it's like all you would have to do is basically just say like, "Hey, I'm going to use testimonial ads, create this framework." You can literally just copy and paste this and then just have this section in here and be like, "Hey, this is the framework I'm looking for. Please find the timestamps where this framework was or all these things are mentioned," and then it will just do that for you. You guys should be smart enough to be able to do that for yourself. So that's how you do with referral testimonial ads.
If you don't have testimonials, like I said before, you can do it with counterintuitive ads. So counterintuitive ads, they usually follow a different framework. So what the frameworks look like is simple. You have a counterintuitive hook. You educate them. You give them one CTA. You show them social proof, and then you give them another CTA. So, this might be a mouthful, but I'll explain what a counterintuitive hook is because, like I said, you do not want to sell, you want to attract. So, how do you do that? I'll explain that. So, I'm going to go into the program over here, and I do have an example of a counterintuitive hook. So, I'm going to click on this. And this is a counterintuitive ad. So, like I said, it does the same thing. We are not giving away something for free. We are selling a transformation. The only way that we're doing this is we're doing this by explaining how it can work.
So, we tell them, "No amount of workout routines or strict diets are going to help you lose the weight you've been trying to lose." So, because we can't hook them the same way that we did with testimonial ads, we need to hook them with a common belief that people have about a specific thing. So, I like to write down a lot of beliefs that people have about specific stuff. So, let's say for example, people have beliefs that ads are expensive. You obviously watching this ad up, not this ad. You obviously watching this video up until this point, I would probably assume that you know ads are not that expensive to run now because you've seen clients make a [ __ ] ton of money by not spending a lot of money on ads. But people still have this misconception that you need to spend $10,000 on ads to actually make a lot of money. So if I made an ad that was like, "You don't need to spend $10,000 on ads. You don't need to spend $5,000. Heck, you don't even need to spend $1,000 on ads. You can make money literally spending $500 on your ads and if you use my strategy, it's going to work." That's going to be like, "What the [ __ ]? Like how does that make any sense? What is this guy's strategy?"
So he basically says, "Hey, people are telling you to do strict diets and do workout routines. It's not going to work. You're not going to lose weight." I use because even if you do the work, you never seem consistent in the work. And then he basically gives them the epiphany moment. So he's like, "Hey, you were not focusing on a macro. Women count the macros so they can enjoy what their favorite foods and still lose weight by doing simple workout plans." Then we basically give them an education piece and then we let them to basically follow us. I mean, give us a DM. So we tell them like, "Hey, it's crazy that you see everything online because it's super hard to know what's healthy and what's healthy. That's why most people that I work with, they feel anxious about the lack of progress or whether it's the home of the deal. If that sounds like you, I have a simple formula of a thousand women that's helped them basically like, you know, get the results and I do this by teaching women how to do blah blah blah. So if you want to know how this works, DM me the word macro."
So, this ad crushed it first and we made $50,000 in a single month using an ad similar to this as well because we were able to basically change the narrative of what people are used to. So, people come to us basically trusting us more because we're talking about the experiences that they've had and we give them a transformation. So, we don't tell them like, "Hey, DM us for my free guide." We tell them, "Hey, this is a transformation that worked for all these people and it worked for myself and it worked for thousands of women. So if you want to do the same transformation, DM me, work with me. And it works extremely well." So what happens is people will DM, people follow, we have a conversation, and we book calls. People are literally DMing asking, "Hey, can we work?" Which is kind of crazy. You don't get those types of people from ads if you don't know what you're doing. So that's what it's like. Obviously, I have this in the program. I actually write the ads for my clients. But this is what you would do on if you don't have testimonials. It still works. The framework is just it's not something I would always use, but if you don't have testimonials, it's a still brilliant way. We made loads of money running counterintuitive ads without even doing testimonial ads in the first place. So they're extremely effective.
So now that you have leads coming through the door, typically I get anywhere between 40 to 50 new followers per day just from running these ads. Now what do you do once you get the leads? You need to go into the setter level. So the setter level is when you have conversations with these people. So the issue with profile ads, which I do I'm not really a fan of, but hey, everything has drawbacks is the CTA is just to press a button. So, you almost have to like get people to come to you by having conversations with them. And you could run DM ads and get people to DM you with the same testimonial strategy. Your cost per lead is just going to be a lot higher and it doesn't really grow your audience. So, I still recommend doing the follower strategy. But the follower strategy will only work, I repeat, will only work if you have a setter that knows what they're doing or if you're going to be sending in your DMs and you know what you're doing exactly the way that I'm about to show it to you. It is not going to work if you do not DM anyone and you just let these guys come to you. You're just going to be spending money and like you're not going to have anything consistent.
I'm going explain what I mean by this. So, what's really good about these ads is the first thing they do is they set the frame. They set the frame of like, "I already want to work with this guy. I don't want to like dilly-dally. I don't want to I just want to see how this guy works because the reason I want to do that is because someone that is similar to me got a result from working with this guy. So, I want to see what that looks like." You are not given a free thing. You are not giving away ebooks to start a conversation. You are priming people the right way because they're following you because they're curious to know how you can help them to provide the transformations you promised to show them. 10 times better than the free training funnels.
So this is typically what happens when you run the warm-up on stuff. People will DM you like, "Hey man, here's my free thing, bro." The guy's like, "Thanks, my [ __ ]. I don't really care, but thanks, obviously." And then the other guy is going to be like, "So do you want to learn how I could actually help you do blah blah blah?" And then he just goes like, he doesn't really care. He's like, "Whatever. I'm sure you had situations like that. I've had many situations where I make a free thing, super valuable thing, give it away, they don't reply. It's like, damn, I spent all this time making this free thing. Like, thanks."
But when you do warm-up for inverted ads, I was so surprised. I'm going to show you guys examples of DMs. Literally, people sometimes they would DM me first. Which was kind of crazy. That was the first thing. And the second thing is when I would message them with the strategy that I had in place, people like, "Yo, how did you help this guy? I want to do the same thing. How can we work?" I was like, "Yeah, let's run a call." And they're like, "Yep." And they come on the call. They're like, "Yeah, I saw because I saw his testimonial. I want to see how it works." It's It was mind-blowing. I was like, "How how have I not like done this for myself?" I actually got pissed. I was like, "I should have just spent more money on the ads because I would have just made more money." But it was like how that was insane.
So, what I told myself is I was like, "Okay, cool. Now that I had these people following me on a day-to-day basis, I just built a system to get them." As you can see, this is an example. Someone DMs me. He's like, "Hey, what do you do, bro?" And I basically say, "Hey, I run a hybrid consulting business." And that guy's like, "What about you?" It's like, "I help blah blah blah. What's this about?" Blah blah. So, he's like already curious to know like, "Hey, how do you do this? How can you help?" And this guy actually paid $3,000 upfront for my coaching program with and like a couple payments to finish up the rest of it. And then the other guy came from like, "Hey, I was like, hey, appreciate the follow." I was like, "What got was what was it that got you to follow me?" He's like, "Hey, bro. Nero, if Nero vouches for you, then you're finally ready." So, it's like just from that I got a lot of people obviously like quite famous. So, I'm fortunate, but it works the same way. I saw a testimonial, someone that does the exact same thing that I do. You help them. How do you work? It's the same process. And you're going to get a bunch of people that will come in from the ads when you run it the right way.
You might get inbound leads, which is going to be people that directly come in from the ads. You can't really control this because it's not DM ads. If you're running DM ads, you can control it to an extent. But the one that you can control is warm-up bounce. You can consistently know that you're going to get around 30 to 40 followers per day if you use this strategy. If you consistently know that, cool. Now you need to basically have a system to consistently do outbound to get these people to booking calls. So warm-up outbounds are more likely to get replies because these guys are coming in with the frame of mind of working directly with you. They just followed you because that was the CTA that you gave them on the ad. If they gave you a DM CTA, you would obviously get less because there's more effort required, but they followed you because there was a CTA in the ad. At a certain point, you'll get at least these people. So you should be able to at least book one to three people coming from the ads per day.
So, if someone DMs, if someone follows you, I would typically go into their page, look at something interesting and be like, "Hey, where's this or like what do you do? Or, oh, this looks really cool or what place was that? Like nice physique, whatever." Reply to them and then start a conversation from there and then boom, booking a call. Had many calls like that and I've had many calls of people just DMing me directly and booking a call directly. So, once you do this, you're going to be get to a point where you have just so much coming through the door and all it just comes down to is consistently messaging them and creating a strategy for that.
So, this is where you start getting into your closing and tracking. So, I have a tracking sheet that I use for my follower ads, and every single day I have my team filling out how many new followers I got, how many qualified followers I got, how much I spent, my cost per follower, whatever. So, I can see on a consistent basis what my numbers look like. And that's how I was able to consistently show you that, hey, I spent $800 and made $13,000 back, which is absurd, which isn't normal, but it's going to be the new normal because I've been able to do for so many different people as well, too. So, if you guys utilize the strategy and if you guys create testimonial ads, the same framework that I showed you guys how to use, you're going to be able to get similar results to what I've been able to get.
So, hope that makes sense, guys. If you want to work with me and if you want me to help you build an entire ad creative and strategy to obviously help you scale, there's a link down below. It's going to be down there. You can DM me. You can just book a call, whatever. I recommend you just book a call because there's no pressure. You guys already know my price just from probably looking at the prices stuff already. It's not that expensive and it's a pretty long intensive program as well, too. So check it out and then yeah, I'll see you in the next one.