Why Your Ads Aren't Profitable: The Secret Ingredient You're Missing

Who's here? Heard. Who's heard of the marketing tripod? Has anyone heard of that? So this is concept I learned from Eric Huberman. He's one of the biggest agencies in the entire North America. He owns an agency called Hawk Media. And he basically describes basically your marketing system as a tripod, right? So what a tripod, perfect example. Right behind here. What. What does a tripod have? It has a camera at the top, right? The camera at the top is your company or your product or your offer, okay? And then on the left, right, this tripod right here, this leg has three legs. Then you have the. The camera, right? This thing, this is a camera. Let's just say that, okay? And then this is your company or offer right over here. This is what we call awareness, right? So let me just write it like this. Awareness. So what you're saying you had is you had a bunch of awareness that just got deployed into your business. A bunch more people just became aware of what you had to offer, right? But what's missing now is. Well, it's not missing is what. Where there. Where this goes wrong is when people, for example, in our. In our business as well, when you run ads, what are you doing? You're generating more awareness, right? But a tripod, that's only one leg in the middle. Now you have the next part of the tripod, which is what he calls nurturing, right? So I'll break this down in a second and what this looks like in terms of stages. But obviously you can bring awareness. But if you don't nurture that awareness, AKA you don't nurture the leads, they're never gonna do what the next piece is, which is obviously trust, right? Without one of three, without. Without one of these three legs, what happens? A tripod falls, the camera breaks, and then this whole mastermind goes to shit. So what people don't understand, and this is where to answer your question, it's a little bit more complicated. But you can condense the lead to purchase window down because now you know what it is. Three and a half months now, the question becomes, how can we deploy a ton more sales assets in this nurturing phase to build more trust so that they can then buy? Because if you don't have one of these three, they're never gonna buy, right? So when you run ads, you get more leads. Those leads go through your sales funnel, which nurtures them, teaches them about your product, your service, your company, your story. And then it generates a little bit of trust. But then what this is, is this is case Studies, social proof, testimonials, third party reviews, trust pilot, right? That's where the trust comes in. And then what happens is, right when you don't have these sales assets to do that and bring the trust, then they're never going to get nurtured fast enough and they're never going to buy. They're just going to stay in this awareness stage. And so the question becomes, how do you condense the lead to purchase window? Well, first you have to measure it so you know what your lead to purchase window is. Right. But most are experienced these different things that make sense.

Yeah.

So long story short, going back to the marketing tripod, right, this makes it so clear about why people don't look at it as a system and how you can start looking at it as a system. Because whether it's organic YouTube, whether it's paid YouTube ads or whether it's LinkedIn traffic, doesn't matter what traffic source you use, it's just all awareness. More people getting to know your brand, your product and your service. But then what most people do. So this is like let's say traffic, right. This is the easiest way to describe it. Traffic. This right here is your sales funnel. And now email, email marketing, sales funnel, email marketing. And then of course more content, YouTube, you know, Facebook content, whatever. Sales funnel, email marketing content. And this is case studies, social proof, testimonials. And so without one of these three things, you're just not going to be able to nurture people fast enough, build like a no and trust fast enough. And so the more sales assets you can give them within the number you now have, then you can challenge your team. Julian, when he's here, say how can we get three and a half months down to three months, then three months down to 90 days or. Yeah, what's three months? Three months down to 60 days, 30 days, if, if, if it's even going to be realistic, but then you can start working on it. Does that make sense?

Yeah. Two questions. Number one, what do you think about instead of three school community, like for nurturing, like we're like a $7 or.

Like I like the paid idea more because I have experience with the free group and I can tell you it's, it's we're going to switch to a low ticket community. The reason why is because when I was working for my, my former mentor Dean, who again he started low ticket but he was only selling low ticket on the front end with YouTube ads. So I spent over close to about $10 million with his businesses. But the Main offer that made him the most money overall was a free plus shipping book offer, $7 impulse buy. But the reason why is because it was such a mass market offer. It was called Millionaire Success Habits. Everybody wants to become a millionaire, right? So they're going to buy this book for $7 impulse buy. And then he has OTOs and like, you know, different upsells and down sells. But then he teaches them that the next step. Okay, cool. Now you have the mindset of the habits to become a millionaire. The next thing you need is you need the vehicle to actually make money. The vehicles and what he was selling was wholesaling. Right. I'm going to, I'm going to teach you a free webinar. It's going to show you how to become, you know, rich in real estate. Right. And then the mechanism was using wholesaling. So that's what goes into the $997 or it was I think 1997 mid ticket webinar, Evergreen. But then they get sold after that into workshops and actual events to actually do wholesaling live. Get your first deal in person so you don't have to do it on your own. And so going back to the question of the free versus paid, personally, I think the content that you're already putting out is already free and good enough to where then the next thing you should feed them to is a low ticket sort of community so they can get a taste of what it's like when they go to the high ticket. That's just a preview or a little bit of an experience there.

I like that a lot. Now the other question that I had was in terms of like nurturing the content, what do you think about, you can do this with either like people that have just booked a call or people that are newer to your audience. What do you think about just taking high performing, short form content? No cta, no, no real goal of anything except nurturing and just absolutely bombarding people with that for like a couple days. It's like I learned that Jeremy's master.

Yeah. Isn't he doing that right now? Called the tornado. Yeah. See the problem you're going to have is ads again are just traffic, they're more people. But the problem is you're going to be able to make money quickly because we're going to show you exactly what audiences to use to just get your low hanging fruit. Like what's the least effort? People that already know like and trust you. YouTube audience remarketing lists, subscribers, video viewers, channel playlist adders, you know, liked any video of yours. All those people that'll get you, you know, roll as of like 3-5x pretty quickly if your sales team's dialed in right. Which it sounds like they are. But then going beyond that, you're going to have to go more broad, push more traffic and these people are going to be your typical sales cycle. Right. Three and a half months before they actually buy from you on the high ticket side. So for Facebook and Instagram, it's a lot easier to retarget them and just shove content down their throat. Like I think also the tornado. Right. For sure you should do that. How I would do it on YouTube is what I'm doing right now for our email marketing specifically is all of our like after someone opts into our bsl, for example, every single email I'm rewriting to be able to just push them to my YouTube content, push them to a YouTube video. Because what I realize is like okay, yes, you can push them to the VSL for sure. But after the first two or three emails, like they're, they're probably just not going to watch it or they're just, it's not interesting enough for them and they're nurturing. Yeah. And then if I push them to a YouTube video, they'll be reminded about the offer anyways. They'll be reminded about the length where they could book a call on their own. And they're still in my pipeline so I can keep sending them emails for moving forward. But the whole point is to just build more trust fast by actually sending them to videos that are actually going to help add value to them so they can actually buy from me sooner.