>> well in our situation we don't do any lifestyle
lifestyle
>> correct correct yeah I'm just talking
broad so I I'll explain to you the data
that's getting sent back so the first
thing that you should do is talk to your
media buyer get the actual leads that
have closed and send them back to
Facebook, you can manually send them
back and say, "Hey, these are
conversions." That's the most important
thing because they'll find more people
like this. The other thing that you can
do, you said you're not actually asking
questions in your funnel at all. Correct.
Correct.
>> Our our landing page has an optin. >> Yes.
>> Yes.
>> And we have we don't try to create too
much friction cuz we've tested we've
tested different levels of friction.
>> And we're in the sweet spot right now.
>> So, so we do have some questions. One of
the main question is we asked them, hey,
are you this type of person for this
thing? One of the problems we were
having is we were attracting people from
other subsets of the music industry that
are completely unrelated. Exactly. And
and then we learned with our messaging
that we were kind of speaking the wrong
message that was kind of everyone. Yeah.
It's too broad.
>> So So we've tightened up our messaging a
bit and also we do have that one
qualifying question in the opt-in that
says like, "Hey, are you this type of person?"
person?"
>> Yeah. Yeah. So 100%. And if you ever
find that quality of lead is bad, it
means that you don't have enough
friction, meaning you're not asking the
right questions or you're sending the
wrong data back to Facebook. And they
generally tie together. One other thing
about this,
>> this works so well because you find the
winner here. Okay?
>> You're not spending a big budget at all.
And then you're scaling the winners to
another campaign. So you're extremely
confident based on data that each one of
these ads that's in the CBO
>> is a winner. So you can feel very very
very very confident to scale that
aggressively. You know what I mean?
That's the whole point of this.
>> That is why the whole profile funnel is
way more beneficial than VSSL funnel
because most people utilize the VSSL
funnel. They they need to spend so much
money to test every single day. They
spend so much money. They don't figure
out a way to make it profitable. And
then obviously as you said, you have a
lot of problems with the messaging. You
got to adapt it. But you know what? Like
that's chill. You can sit down and
record another creative. But you cannot
just spend another $100 just to test
every single day, multiple times on
multiple creatives. Now, what does the
word profile entail? A profile is I see
it as an avatar, right? It's an avatar,
a person. You can see it as a person
because you get onto a profile and
you'll relate with that profile or you
don't. The questions we got to ask
ourselves of why you relate with that
profile is based on how you speak, based
on what you show, and based on what
people hear, things like that. You see
what I mean? So you have to understand
that right now let's say you're making
loads of content and the only thing that
this content is about is about let's say
a lot of memes how to >> education
>> education
>> any other data points of maybe a new
workflows or education what is the whole
goal of our profile the goal of our
profile is to make sure that customers
that we attract through the profile
funnel that me and Aaron just explained
people will pay us right that's the
whole goal do you think that through
content like this or howto's mainly
people will relate with content or will
they relate with you because the whole
goal of why people would ultimately make
a purchase to pay you instead of your
competitors is because of you. That's
not because of somebody else. That's not
because of an how to because everybody
can create an how to. Nobody can
replicate you. So the main thing that we
need to work on is personalization in
who you are, what you do, what your
values are, so we can express that to
the market. So every single person just
like they're watching right now can
feel, okay, listen, I relate with this
topic or not. Like people are watching
this video right now because they relate
with what we're talking about. people
that won't, they would have already
clicked off. The only way to do this is
to do three things, right? We want to
make stories, reals, and long form
content that all relate with who you are
as a person and your values. People
don't buy into a new mechanism. People
don't buy into specific educational
content about topics that you can talk
about. People don't buy memes. People
talk and mainly buy because of your
expertise, your story, and your credibility.
credibility.
>> How would we do that? cuz my brand it's
not a founder brand. We do have multiple
faces from the education and the how-to
because I have multiple coaches
delivering the service.
>> I think that there's there's a few
things that you can do. So what Nick
said is 100% true, but at the end of the
day, the mechanism stays the same. We
can still send traffic down a profile.
You can still set up the conversion the
same way so that it's more of a funnel.
>> Yeah. rather than just a how-to profile,
right? 100%. And that's kind of what we
teach, right? How to make this a funnel
>> so that you can run it alongside your
VSSL so that you can use this as your
main acquisition funnel. That that's the
whole thing. And it doesn't need to be founderled.
founderled.
>> What I was thinking in this situation on
how to leverage the profile funnel for
us would be not make it founder, but I
could appear sometimes. And I felt that
primarily we need to make content that's
like who we are, what we do, how we do
it, who we do it for.
>> And I want to see a million testimonials
everywhere. I think that story sequences
are going to be such a big thing because
I bet there's a lot of people that watch
your content that just consume it and
they don't even know honestly that you
sell anything.
>> I 100% agree with
>> And so it's just you're you're taking
the low hanging fruit when you're doing
this. 100%. In my opinion, people
convert again, not because of the how-to
tricks, because they can just type on
YouTube how to. That's not the value
here. The value is in you. So, we need
to bring that across. So, you have a
profile and you have a specific bio
where you write who you help and how you
help them for them to be able to
ultimately get drawn to a CDA so you can
get a set AI setter which you already
have engaged into the DMs. Then the
second thing we need to do is we have
profile highlights, right? These profile
highlights explain our personal story.
So every single time a new person comes
on our profile from the ads that we've
explained they can relate with a certain
story type. Let me ask you this. If you
see a YouTube video, let's say you see a
YouTube video, how to or how I
>> YouTube's how to,
>> right? It's how to is explaining a topic
about how you could create something.
But everybody could make an how to.
Everybody can create an how I. The only
problem is how strong is the actual
story behind the video.
>> Got it?
>> People rather click on that because you
you leverage your credibility. You
leverage your expertise and that is
exactly what we need to bring out. And
that's what we can do in these
highlights. There is a difference
between somebody with expertise and
being a good coach. Every single person
that thinks they have expertise thinks
they think they are a good coach. But
that is because the ability of
you being a good coach goes handinhand
with understanding how good you are at
communicating your value to other people.
people.
>> So even though you have a lot of value,
that does not mean you can communicate
that towards other people. And that's
not what you're doing right now. Right
now you have a lot of value, but you
haven't learned yet to communicate that
to a lot of other people to expose your
expertise for them to think. And so when
it comes down to story sequences
specifically, there's a format, right?
And there's a three-step process with
story sequences. The first step about
story sequences, we can provide value to
our audience. That's the most important
thing. The second thing is education.
The only way educational becomes
valuable is if you're an authority. You
are an authority, but people don't think
you're that yet because you don't have
the brand. And then the last one is
transformational. And the reason why
transformational is important is to gain
that credibility for us to make the
educational topics very valid. When we
build a profile funnel, we get loads and
loads of people through the door on the
top here. All these people will go
through the middle of the funnel where
they see your stories, they see your
reals, and they see your YouTube videos.
When they see these things, they'll be
converted at the bottom line. Now,
stories don't convert people. Stories
nurture people. And there's a clear
difference between nurturing and
converting. Converting is making them
the step to put down their credit card
and pay. Nurturing is the step of
helping them get to the point where they
put their credit card down and pay.
>> Exactly. When we run story sequences, as
Aaron just described as well, the most
important thing that we need to do is we
need to bring clarity into what the
framework should look like. As I show
you these three examples, we have
educational, we have value, and
transformational. So, what we can do is
we can build a testimonial around how we
have helped one of our students become a
profitable music producer to be able to
follow his things like that. You see
what I mean? And when we have that
asset, that idea, this is the most
important thing because the biggest, one
of the biggest questions I get all the
time is like, how can I get content
ideas? Now, when you have this topic,
you can now distribute this into a short
form topic. You can now distribute this
into a testimonial. You see what I mean?
You can distribute this into a long form
content piece. When we talked about the
profile funnel, when we're going to run
the profile funnel, when we're going to
bring in your story, we for sure need to
run creatives that relate with who you
are. Mhm.
>> So, you need to show your face in the
creatives because that will be relatable
for people to click on the profile and
be like, "Oh, that's the same guy."
>> How can we set this up? Because I want
to set myself up for a potential exit.
>> Oh, easy. Two simple options. You either
do you or you hire somebody to be the
front face. But I can tell you right
now, the profile funnel works because a
lot of topics relate to each other. It's
like an ecosystem, right? It's
everything here is connected to to each
other. You see what I mean? It's an
ecosystem. So, it all rolls into each
other. And I think it's very important
that every single process syncs. So as
an example, we have an ad running. This
ad is my face is Nick. And guess what
happens then? Ultimately they get into
my content. What do they see? They see
Nick, right? And then ultimately Herman
gets on a sales call. But the sales
process is super relatable to the
content that we produce, which is why
our closing rate is 75 70 75%. Because
everything is perfectly synced.
Everything is perfectly in line with
each other. You can explain more about
the sales process. explain our sales
process and how we implement it for clients.
clients.
>> Well, I would say that 80% is already
done through the marketing, through the
profile funnel and everything regarding
to positioning and messaging. The other
20% is more so making sure that the last
questions they have bring them that
additional confidence that this is the
solution for them. Probably the same
thing what you have right now with your
closer. He understands the language. He
answers the last couple of questions and
he's able to convert.
>> Correct. The only reason why this sales
process works super super effective is
because not only cost per acquisition
will be a lot lower. Your total upfront charge
charge
will be a lot higher. Your average
customer retention will be a lot higher
because people maintain you attract
better quality clients and stuff like
that. So you constantly have a higher
pip rate. you have a healthier cycle
within the whole sales framework and the
whole sales cycle to be able to attract
a lot of better customers that we have
because the top of the funnel goes hand
inhand with the middle of the funnel and
that goes hand in hand with the bottom
of the funnel. That's the only reason
why everything flows super well within
our ecosystem that we've built for
ourselves, why we make millions of
dollars and our clients do as well.
>> If you would implement everything
regarding to acquisition, you're going
to get way more leads in and then
tracking becomes more important. I think
you mentioned one of those things is one
of the bottlenecks. Now I think there's
three things that we need to do with
tracking. One is knowing everything that
is relevant for tracking. You want to
track everything that's relevant. That's
the first thing. And the second thing,
track with intention. Because for
example, the things you do track right
now. How much are we actually looking at
that and basing decisions on that? Let's
say you have a show break problem,
right? So do we actually look at the
funnel? Do we actually look like what
the closer does to make sure that they
show up? What day does they do they
remind them? Do they remind them 24
hours before? Do we use email to make
sure that they show up? Do we do we
bring them value before? Um, so really
track with intention. And I think the
third thing is awareness on the
importance. So let me give you an
example. Let's say you start to track
cash per call booked in. If you divide
trash cash per call booked in by 10.
Let's say your clos commission is 10%.
You basically can go to your closer,
hey, your your uh your hourly rate is
basically $80 if cash per booked is 800.
I can make sure that I can double this.
But for me to make sure your hourly rate
doubles, I need to know what's going on.
So I only need you to spend 20 minutes a
day filling this sheet in and I make I I
can make sure that I know what to do to
make sure you get more quality in your calendar.
calendar.
>> The biggest value of a closer is not
being able to close deals. It's the
ability to understand what happens
around the closing process. So as an
example, doing the follow-up process is
very important, right? Doing the pre-all
process is very important. Having the
ability to understand how to track
everything correctly, having the ability
to understand how to improve the sales
continuously, watching back your own
sales calls,
>> and I I think we're good at all these,
but the one that we're really
bottlenecked is is the tracking. Right
now, we're doing about 80% of our
conversion in the call. >> Mhm.
>> Mhm.
>> And that's what attracted me with the
profile funnel.
>> 80% of the conversion needs to happen in
the marketing. 20% of the conversion
needs to happen in the sales process.
Right now, it's the opposite. And I and
and I'll add on to that because like if
you were to go on our page, this is the
type of content we're looking at. So the
people don't necessarily know who we
are, what we do or how we do and
whatnot. So that's why you know the 80%
of the conversion is happening in the
call because the closer has to kind of
go through that.
>> What does someone need to see to get on
a call with you and be 80% sold? What do
you feel like that is?
>> I feel like they need to know that we
are qualified to do it and that would
come through the results in the case study.
study.
>> Look at this. Now what they get and why
this is 20% marketing and why it's 80%
sales is because of this this and this
right when it's the opposite way around
when you show your story you show your
credibility your education about the
topic you show your transformation right
people sell themselves in the marketing
and they'll get on a sales call they
already know you they value what you do
they know you have credibility they
don't have questions if you have other
testimonials they post and then
>> I see it
>> makes it easier to hire a closer as well
because sometimes when Nick looks at the
close rate and it's so high. I tell them
like I'm not doing something special.
I'm just doing nothing wrong, right? And
that makes it way easier.
>> Yeah. And and we're not saying get rid
of this, right? Like this is very
important to keep growing, right? This
is your top ofunnel stuff.
>> And what happens after you It's very
simple. You have $10,000 monthly ad
spend. You get an X amount of profile
visits. So let's say that is let's say
100,000 profile visits. And out of these
100,000 profile visits, which is what we
can track with our software, we have
software that tracks everything
accordingly, which I can help you with.
Um the conversion rate to follower let's
say is around 10% 11.2%. That could be
an example. Now the conversion rate to
qualified follower from here is only
let's say 4,750.
And then what happens is these followers
will all see your content, all see your
story sequences. Our story sequence
conversion will increase. Our sales
process will be better. We get more
calls and stuff like that. You can have
around 2,000 conversations from this.
And from these 2,000 conversations, you
can easily generate a,000 qualified
conversations. But ultimately 500 people
could book in a call with you and then
from these 500 people
>> 50% sure.
>> So let's say 300 people show up. You
know you you understand exactly how the
process will go. And this just an
example of what it could generate. The
beauty about the profile funnel is you
can have a cost per call anywhere
between 40 bucks up to 120 bucks max.
Most of our clients that make anywhere
between $500,000 to a million a month
that run the profile funnel or our
clients that have a cost per book call
of 40 to 120 bucks. The most important
thing marketing our assets right sales
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