The Only Playbook You Need to Sell Anything Online

So I just taught a 2-day training to over 1,000 savvy affiliate internet marketers, and most of them came in expecting a marketing webinar, but by the end of day 2, I was building a working QuickBooks alternative from just one prompt live in front of everyone. This video is that whole thing, but edited to only the most important critical parts. We're gonna start on day 1, which is the content playbook, the hooks I use, the retention hacks, and the catchphrase that pulled in over 40,000 followers in a week for only $0. And then on day 2, in this same video, we're gonna build, we're gonna build an Instagram automation, an AI voice agent, a lead funnel, and a payment link, all of it on screen, all of it in this one video. So what can you do with this stuff? Well, you can either build stuff for yourself or you can charge other people to do it for them. The whole impetus for this webinar is because I got my Facebook account banned and that was providing $35,000 a month to me in profit, and it disappeared overnight because I didn't own that audience. I don't own Facebook. And so it's never been more important than ever to get emails, get people off the platform through landing pages, funnels, etc. So that's like, that's everything. And I want to really touch on over these two days the fact that you don't need a lot of followers to make a lot of money. My whole shtick is law of abundance, share everything. Like, I interview people and sometimes they refuse to come on because I say like, you have to be able to open the kimono, like show us everything. How do you make money? How do you find customers? And if they're not able to, then we don't have them on. So I'm going to do the same thing. Like, I would be hypocrite if I in. Um, I love it.

So the $97 digital product is— what does that mean? Is that a low-ticket SaaS, or is that like a course that we're selling, a lead magnet? What, what is the concept here?

It is anything inside your brain, inside your Dropbox, your Google Drive, that could be of value to people. Um, most people watching this already have something like that, some knowledge, insight, something— a PDF, a Google Drive folder, something that others would find valuable. Um, the hard part is just finding those people. So that's what we're going to talk about. And then yes, it typically would be in the, in the form of a digital product. Okay, so a few months ago, that did some of what I'm doing today, which is like, hey, here's how I make money on Facebook specifically. Um, and I, I shared my screen, I showed everything, and the video did great. And then the next day, Facebook banned me. Um, they said it had nothing to do with the video, but of course it had something to do with the video. It didn't make sense to me because Facebook wants more creators. That's why they pay creators, because they have more people viewing the content than and they have good content. Last time you went to Facebook, you probably saw a bunch of AI slop. That's because they don't have anything better to show you. So Instagram does not really pay creators aside from like posts and carousels, but mostly they don't pay creators because they don't need to. They have a supply and demand balance, whereas on Facebook they have an imbalance, so they pay people. And so, um, they banned my, my account. And so I was out on a run a day or two later, and I was thinking like, how could I turn lemons into lemonade? I really truly believe that anything in life, either personal or business or otherwise, any bad thing, given enough time and perspective, can turn into a good thing, right? And so I thought, all right, how can I turn this into a good thing? And then I thought, well, man, a few months ago, I consulted a guy on how to grow his brand. We just did one-on-one Zooms. He paid me a bunch of money, and I never ever do one-on-one consulting because it's not super efficient. But I said, I'll do it if, A, I can record this and share it A, as I will, and B, you pay me a lot of money. And so he said yes. And so I had all these recordings in my Google Drive, super tactical, how to go viral, how to hook people, how to retain people, which platforms, you know, prefer which types of engagement. And I put it in a Google Drive and I sent a bunch of like A/B test emails, um, to my newsletter. And I ended up just selling a link to the Google Drive. That's it. Not like a community with moderators, just a link to a Google Drive. For $97 and it like, it made $120,000 profit in like 30 or 45 days. So, wow, everything I did to do that, I'm going to condense it down to the most critical relevant points and share that today.

Got it. Let's get right into it. So you get banned from Facebook and takes, they take off your, your revenue line essentially.

Yep. Yeah. And so I went to my email list and to make that money for this digital product. I never posted about it on Twitter or anywhere. I just sent this to segments of my email list. Before I talk about retention, short-form video is the most asymmetric bet in the world, okay? What is an asymmetric bet? It's like, imagine you had the Powerball, $100 million lottery, and, um, the lottery tickets were free. They were free. Buy as many as you want, right? As many as you could fit in your car, or as many as the local gas station had. How many tickets would you buy? Like, as many as you could hold, right? You would wait in line, you would get these tickets 'cause you had no downside other than your time, which is relevant. That's an asymmetric bet. So now imagine there were half a dozen platforms out there, billion and trillion dollar companies that had this algorithm called short-form video where you could post for free, use your phone that everyone has, take a video of yourself, be willing to cringe at yourself a little bit, post it, and every single time you hit post, it's a lottery ticket. You're playing the lottery, the lottery for free with short-form video. We have it, like we have a free lottery, lottery. It's called short-form video, and one of those videos could change your life. It might take you posting 10 of them or 100 or 1,000 or 10,000, but if you keep learning every time you post, you will eventually win. It's, it's inevitable. Um, so if you're like me and you're introverted and you don't want to show your face, A, there is— there are ways around that. You can do faceless content, you can do content about other people, um, and that works. Like, there are a lot of people that do that successfully. But B, I would suggest that you put that aside because there are tools like HeyGen and Claude and all these AI video creation tools that make making faceless content easy. Uh, which means like there's a trade-off, that there's, there's never been more demand for people to hear real stories from real people with their real faces out there in the world. Um, so although you can do faceless stuff, I would recommend that you don't. You show your big beautiful face to the world.

Absolutely. So what is retention gospel compared to the short-form lotto ticket you're talking about?

Yes, so the only thing that Twitter and Facebook and Instagram and Snapchat and all these platforms want, the only thing they want is our attention, right? And that comes with a trade-off. So know that yes, these short-form video algorithms are incredible and innovative, but it's addictive. And we have all scrolled too many Reels or TikToks and we hate it, right? So turn that addiction into a profit. Turn your dopamine into profit. And we talk about dopamine a lot like it's a bad thing, and it's not. It's a good thing if, if that dopamine drives us to action. Okay, so your, your dopamine should drive us to acting on something and not just consuming more information, because then our receptors go bland and we're just like robots, like WALL-E, right? So let your dopamine drive you to action. So retention gospel: all these platforms want is more of our time. They want retention. They want us to retain on that video on the platform for as long as possible. So if, uh, we publish a video that, um, prevents people from swiping away to the next video and keeps people on our video for as long as possible, then the more it does those two things, the more it's likely to go viral. And so if I were to distill down how any algorithm works, whether it's for a long-form tweet or a long-form video on YouTube or a short-form video, it doesn't matter. Um, if someone's scrolling on, let's say, Instagram and they see your video and your hook, either visual or verbal or whatever, is compelling enough, then they won't swipe to the next one. They'll keep watching. And if something about that video intrinsically tells them there's a payoff at the end of this, right, there's something at the end of this that I need to get to, then they will keep watching. Okay, so let's say this video is about, um, mowing the lawn. I love mowing my lawn. It's about mowing the lawn. And the first, you know, you have 300 Instagram followers. These are your friends from high school. You've never created content. These are just people you know. And it just so happens that 100 of those friends also like mowing the lawn, then that close circle is going to keep watching the video, and it's going to send Instagram a positive signal. And then Instagram is going to say, oh, all right, 100 people like this, let's show it to 1,000 strangers that also like mowing the lawn. And it does, it goes a little more broad. Those people like it, it says, let's show it to 10,000 more who we think like mowing the lawn. It doesn't, it does well. The more they show it to a more and more broad audience, and the more that broad audience who has no clue who you are show positive signals like they watch it, they like it, they don't swipe away, the more it's gonna show it to more and more people. And so a lawn mowing video might cap out at a million views 'cause there are only so many people that go to Instagram to watch lawn mowing videos. Whereas a video of like, you know, something more broad like eating food could be seen by 100 million people. So just in general, that's how retention works. If we show the platforms that our video is keeping people on there longer than average, then it will keep showing it to more and more people until that wider group of people says, ah, this is boring, I'm swiping away.

Got it. So there's a science and an art behind the scenes of how this content is created.

Exactly. Yeah, because if Susie in Omaha, Nebraska typically has 13-minute Instagram sessions and our video, um, like let's say Susie watches on average a 20-second Instagram video and our video keeps her there for 28 seconds, then it's like, all right, this is raising Susie's average consumption time by a little bit. So this is a good signal, we're going to show this to more and more people. Yeah.

Is it important that our content stays the same, or can you create a bunch of random content that just shows, you know, like, like a kind of like a blob of all content just to do content, you know?

That, that's— I'm so glad you asked that. Um, it's important early on that we test a ton of stuff, not just like niches but concepts, right? So let's say I love mowing the lawn. We're going to test carousels, we're going to test infographic posts, picture posts, we're going to test, you know, talking head videos of me walking around the lawn talking about my lawn. We're going to test all kinds of stuff. And then let's say like I don't really care what type of attention I bring, like I'm gonna sell a GoHighLevel product or sell a product on a GoHighLevel site or funnel. I don't care what it is as long as it's something I'm interested in. Then I'll test like taekwondo videos if that's what I'm into, or cooking videos. Like, early on, test, test, test until you see two things happen: A, positive signals from the algorithm, and B, you like it. Like, you genuinely like posting this, you like consuming this type of content, and it's something that you think could be sustainable. Now I'll also say, in getting inspiration for how to post, what to post, what other people are doing, you need to create a separate Instagram account that is completely separate from the one where you're posting. So I have like a consumption Instagram account for research, um, and then I have a posting Instagram account for posting. That's the one I'm trying to grow. And then I have my for fun account where— that's where I go watch Theo Vaughn videos and fishing videos because I don't want to muddy up right? So on my, on my research account, I don't follow anyone. I don't want anyone to follow me. It's just blank. It's a dummy account. But I will start swiping reels and interacting and engaging with ones that are in my niche so I can tell the algorithm more of this, show me more of this, more of this, more of this. And that will give me tons of inspiration of what my content should look like as well. Once you find the thing that gives you energy and is sustainable and the algorithm likes, then you kind of got to stay in that groove, right? If you found success and passion in lawn mowing You, you don't want to get to 10,000 followers and then switch to taekwondo. You're starting over. You, you can do that from a brand new account where you literally start over, and that's fine if you want to test that, cool. But like a lot of people, smart people, say that like follower count doesn't matter, follower count's dead because it's all algorithm driven. That's somewhat true, but it's not totally true because every follower you have, even if only 100, that's 100 data points for Instagram on what your archetype a viewer looks like. And so the more followers you have, the more data points Instagram has, and the better and more accurate Instagram will be at showing your content to the right type of people. And so if you have 10,000 people that love mowing lawns, even if 1,000 of those people love taekwondo, they don't want to hear about it from you. You're the lawn mowing guy in their head now. It doesn't matter if they also like it. They, they already get that from other people. So you got to stay in that groove. or you got to start a new account.

Yeah, I love this, Chris, because the alignment we have to remind ourselves here is that we have a $97 product we're launching, right? At some point, as your audience grows, your channels grow, the goal is to make sure the offer matches the audience. If the offer does not match relevancy to the audience, you don't have a business.

Oh yeah, I call it product-audience fit. That's exactly what you're talking about. Let's say I've got this lawnmower audience and I say, you know what, these people want to buy lawnmowers, I'm going to develop a lawnmower, whatever, or I'm going to import one from Alibaba, I'm going to sell them lawnmowers. And I don't poll them, I don't test it, I don't— I just assume you might be successful, but you probably won't because you, you don't have product-audience fit. Even if that audience likes lawnmowers, they probably already have one that they like. They might want like a fertilizer to make their grass greener. They're maybe to that point in their lawn mowing journey where they want to level it up and they need good fertilizer. And so if you were to get your own fertilizer developed, that would have product audience fit. And I'm so glad you brought it up, Paulson, because it could be the difference between like a million-dollar launch and a $10,000 launch from the same people, whether they have product audience fit or not. And so how do you find it? You just post, uh, Instagram polls to your story. You say, hey, what, like, what problems are you having in your lawn mowing? I hate my mower, my grass isn't green, blah blah blah. And like 72% said my grass isn't green. And the next, you post another poll. What do you dislike about your grass not being green? Well, it's green, but half of it is crabgrass. Well, I have bare spots. Well, okay, you take that. Oh, 83% said this the next day. Tell me about your crabgrass. Is it invasive? Is it coming? And then like at the end of 4 days, now you know exactly what they need. They need granules, not a spray, for crabgrass in the southeastern United States that emerges in March. Like you can learn all that. You don't have to guess what they want. So then when you have a big launch a month later, you'll get 1,000 people to convert instead of 10, right? So very important that you ask your audience.

I love it. So Chris, is there like a framework you follow when it comes to building this stuff?

So glad you asked. Call it the Hide the Idea, Hide the Idea framework. So you start with a hook and my kind of classic hook, if you haven't followed me, is I'm gonna share a different screen here. I, I was posting. I posted 20 or 30 times back in 2024. I had no success. I started a brand new account. I had no audience, and I saw this cool video on my research account of a perfume vending machine, and I was like, that is amazing. I'm going to post about that. If I had a perfume vending machine, here's how I would profit from it. And so I edited it myself, I scripted it myself, and I don't know what the reason was, but I started the video. This is the exact video that I that first went viral for me. I started it with this hook. Look at this freaking guy right here. This guy invented a vending machine that sprays cologne for a dollar. The profit margin is 92%, and if you really want to get smart with it, you'd put a QR code by each bottle of cologne where you can scan and buy it with an affiliate link drop shipped from someone else's website. You do no work and you make 15 times what you'd make on one spray. Put these out. So we won't watch the whole thing, but I started with, look at this freaking guy right here. And it went viral. Now, it wasn't the only reason it went viral, but I looked at my analytics that all the platforms show us, and the swipe away rate was amazing. People weren't swiping away. So then across platforms, it got like 20 million views, which I was getting like 200 views. So then I'm like, well, let's try this. Look at this freaking thing right here. New trend alert. New— oh, look at this freaking thing right here. 20 million views. How about this? Would you look at this freaking thing right here? I just— so that became like my catchphrase by accident, right? Because my swipe away rate was super, super good, uh, AKA low, um, when I used that hook. So you've got to have a good hook. Wow, guys, if you can't tell by now, I do love HighLevel. They support my channel, I support them. Me and my team use them every day. So if you want to try them for 30 days for free instead of 14 days like everyone else offers, please use my link below because you can't get 30 days anywhere else. Okay, so that's the hook, uh, call to action. I won't talk about that now. I want to talk about the, the hide the idea. Um, HTI, whatever, hide the idea framework. Um, for instance, on the perfume vending machine, that went viral despite the fact that I had no idea about retention or hiding the idea at that point. Sometimes you get lucky, and you know, good is the enemy of great, and 10 million views could have looked like, looked like 20 million views with the right, a better hook or the right kind of retention, hide the idea tactic. So if I was posting a video about lawn mowing Um, I would— my hook would be something like, I can't believe that my grass got so green from this one simple trick. Okay, that's a hook. Like, okay, that's doing two things in one. It's a hook because it has your audience— now my wife would keep swiping, but my audience, they're gonna stick around. It's hooking them, but it's also telling them like you're gonna give them something very specific, something that makes their grass green. So then after the hook, I'm not going to say the product is Greener Grass 2000. Find it at Home Depot and Lowe's. No, I'm going to say, so here's what was happening the other day. I was out mowing the lawn and I noticed this bare spot. I'm like, what do I do? So I start asking ChatGPT, I start testing things, I buy all these granules, I test this, I test this, and I'm going to show before and afters. And the whole time they're like, what is the thing? Why, why are you hiding the idea? And then as long as you actually deliver what you promise in the beginning, then at the, at the end, people are like, my gosh, that was worth it, that was worth the wait, that's a I never would have thought to add, you know, vinegar. I'm just making this up. Vinegar will kill your grass, right? Never would have thought to add vinegar to a homemade solution for an all-natural, you know, way to green my grass. So they're going to engage at the end because the hook delivered, or the retention hack delivered on what you promised. That engagement's going to further drive the algorithm. Your watch time will be off the chart. In the case of that person, it might be 100%, it might be 200% because they watch it twice. And I watch YouTube videos so often where in the beginning they give away the big secret, right? And that's— and the video might be viral, but just because it was viral doesn't mean it could have been 10 times more viral had they kind of kept the big secret at the end, therefore increased the average view duration for everyone.

Got it. So when it comes to launching a product, right, are these the initial steps, like the curation of the audience, the curation of the list? When we talk about social audience, how do they get to your email list? Like, you got banned from Facebook, right? How did you move these people into the email? Like, walk us through the mechanics a little bit so we have like a North Star to kind of plan against.

Yeah, great point. So I'll, I'll walk through that on like a— no pun intended— in a high-level basis, but then tomorrow I'm going to show like the actual snapshots and stuff. So, okay, this is, this is my Instagram, and what you don't want to do is, um, is give people a Linktree, right? We've all seen Linktree. We— most of us know what it is. It's a link that you click on that has a bunch of other links. I used to use it, but then I tested it and it's bad. Like, it's not good because it gives people analysis paralysis. It's like going into, um, Cheesecake Factory and they give you a menu the size of the Bible and you're like, I, I need like 3 more hours, I don't know what I want. And you might just walk out 'cause you don't know what to order. Whereas in In-N-Out, you walk in and you're like, I'll have a Double Double Animal with animal style fries, right? 'Cause what else do I order? So I have 4 people for 4 things for people to click. I have no Linktree. I don't want them to go anywhere before they click because every click, every piece of friction between you and the end goal, whether it's a, a free subscription to a newsletter or a $97 whatever, like every piece of friction means a double-digit drop-off in conversion rate. Right? So to answer your question, HighLevel, what we want to do is lead them off the platform to get their email. In this case, it's gonna be a GoHighLevel landing page linked to a funnel, right? And it's gonna have a thank you page and a welcome email. But then more strategically over time, we're gonna email them things. It could be a $97 playbook a year later. It could be a $97 playbook the next day. There's 2 times when an email subscriber loves you the most, is the most loyal to you. Um, and that's the day they subscribe, and then that's like years later if they're still opening and reading your emails. But most people target pe— people in between those two times, two days later to two years later, when they've moved on, right? There's a lot of stuff to focus on in this world. They don't really care about you anymore. So I, I call that the messy middle. You don't want to market to people in the messy middle. You want to get them when they're hot or get them when they're loyal. Because they're also loyal, uh, and they're hot.

Got it.

I get a minority percentage of my email subscribers from my profile page. Most of them come directly from my short-form content. And if you listen to any guru out there, they'll tell you that you can't get emails from short-form content because TikTokers are finicky and they're all— that is wrong. That is absolutely wrong. You just need to have a good enough compelling reason for people to want more from you. Therefore, your content, your 30-second video, has to be good enough, but it has to tease something that they assume is much, much better. And for every niche, that will look completely different. For my niche, I'm giving them a business idea in 30 seconds with enough value in there to get them interested, but then a promised business plan that they need to get— they need to give me their email, um, to, to receive it. So how does that happen? Through a CTA, a call to action in your video. And I'm gonna show you the difference between a strong CTA, call to action, and a weak CTA. So I'm going to switch my screen and I'm gonna go back to TikTok and I'm going to show you this video, right? I think this is the one. I'm gonna show you the difference between this.

So do you use a CTA on every piece of content or is it just when you're presenting an offer?

That's a great question. Um, I feel very strongly about this. If your CTA is like for something unpaid, like, uh, an email address or to follow, you want that everywhere. Everywhere. Don't shrink from it. It won't prevent your thing from going viral. If your CTA is something that's overtly paid, like if I were doing a CTA for this $97 playbook to the world in a short-form video, I would want to be very selective and careful about how frequently I pull that lever. Um, to me there's two types of CTAs, you know, like like, comment, subscribe, whatever, and that's like low stakes, that's a low ask. And then there's like give me your money, and that should be used sparingly when it's only worth it. Got it. Okay, so I'm just going to show you the first part of this video. Look at this freaking thing right here. New trend alert, new trend alert. This is blowing up around the world in two different concepts. This is day 8 of showing you my favorite 2025 business ideas, so follow for more. One for— if you're wondering if I'm cringing at myself as I watch that, I am. So if you're cringing at me, we're in the— we're on the same page. But that thing right there, I'm going to show you definitively. Now that was a follow me, uh, CTA, low stakes. I'm going to show you the analytics of this video. Remember I said follower count does matter because it gives the— sometimes TikTok glitches out and it shows zero stats for this, so I'm going to go to a different one. It gives the algorithm more data points to work with. So I'm going to show you a different video where I had a CTA early on. Would you look at this? This is one. I won't force you to watch it. If you look at this, 40,000 followers.

Do you mind zooming in, Chris? I'm sorry. Yeah, yeah.

So 40,000 followers from one video. Okay, I have like 670,000 on TikTok total out of like 2,000 videos posted. So that is not, uh, normal for me or for anyone. 40,000 from one video. Well, why? It's all because of this CTA. I'll show you. Would you look at this freaking thing right here? I just know I'm going to see these all over this summer. Here's why this is a brilliant idea, where you can find it, and how much you can charge. Day 56. So the retention gospel here is why this is a brilliant idea, where you can find this machine, because they don't even know what to search for. They've never seen this before. They can't go to Amazon and type in silver thing with pink, and then what you can charge. So it's like, all right, Here's how to do this video. Here's how much money this— or here's how to do this business in the video. Here's how much money it makes. And here's what I'm even looking at. That's 3 reasons to get them to watch to the end. So if I put the call to action of follow me right after that, then not only are they not going to swipe away, but they're probably going to follow me as well. So I say like, one video can change your life. This video can bring you from 200 followers to 40,200 followers because the call to action is so strong.

Got it. So what you're saying here is when you say, here's a brilliant idea, what you're implying to the audience there is keep watching. There's something more to just the beginning of the video. Let me explain this over. So it's almost like stick with me for another 2 minutes or something so you can get the full scope of my content.

Exactly. Yes. And so that video had 8 million views and got 40,000 followers.

So I'm gonna put my devil's advocate hat on. You ran no ads to this?

No, absolutely not.

Okay.

I've never ran ads to a TikTok video.

Got it. And your audience is not like international. It's everybody everywhere.

Yeah.

Awesome. Yeah.

So half a percent of people that watch this followed me. So keep that number in mind. Half of a percent followed me, which is high.

So help me connect the dots here. If I'm trying to build a business inside of HighLevel, how is this relevant to me today? Like you're saying create the content, but help me bridge the, the phasing of it where I can sell something to my audience eventually.

Yep. So if you look at Let's see. I mean, really any of these. Um, if you look at the end, I've got an automation here where I say at the end of this video, comment plan, and I'll send you the business plan. Cause I talk about a banana business. They're very interested. They wanna know how to do it. So I promise them a business plan. They comment this, and then as of 2025, you can use HighLevel to integrate that trigger word with an email automation. So then I'll make a business plan and I'll set up an email automation, and which this is what I'm showing tomorrow, and I will send them the business plan. So now I have their email address. That's the magic of all this.

Got it. So as we go through it, you have, I guess over time you've built up different business plans for different audiences and you're curating and testing different things that's working over time. If I'm brand new, I just need to start with one, basically.

Yeah. So if I had a, you know, lawn mowing content for— if I posted a piece of content about, um, you know, thickening your Bermuda grass, then I would provide a free, you know, 20-page PDF that I use Claude or ChatGPT or any AI tool to make with one prompt. So I'm not having to write this up. And then I would put, put that PDF in Google Drive, and I would link to that Google Drive when people, um, like subscribe to me from that specific video.

Got it. Got it.

Yes. So in a sense, uh, from like a first principles perspective, every platform's the same in that they just want you to keep users on there longer. But more specifically, they're different for a few different reasons. So TikTok is different because their users are, um, much more finicky. And so watch time is even more important on TikTok, average view duration, watch time, than on other platforms, because TikTok is just desperate to keep users on the platform. They don't care if users like or subscribe. So you'll never see me with a call to action like, be sure to share this with a friend, be sure to like this. Like, it doesn't do anything for me, right? So on TikTok especially, I want to keep people to the very end. If I do, then TikTok will reward us handsomely. Whereas YouTube is very— YouTube already has a lot of people on their platform. YouTube is king. YouTube wants you to not swipe away more than anything. Because there's so many YouTube Shorts. There's like 8 billion hours of Shorts uploaded every single day to YouTube. And so if your swipe away rate is over, uh, uh, or under 70%, then they love you. If people have a 70% chance of not swiping away, then YouTube will keep showing it to a broader and broader audience. Um, Instagram really wants shares because Instagram is a very— just for the culture of Instagram, is sharing through Instagram DMs, like group DMs, friend DMs. And so if you have watch time and a high share rate— and on Instagram, a high share rate would be 2%, so not 2% of your views, but 2% of your unique viewers— if they're sharing it, then YouTube will— or Instagram will reward you handsomely. Um, we haven't even talked about LinkedIn and Twitter, two very, very incredibly valuable platforms. LinkedIn wants early engagement in the replies for whatever reason. And so to hack that, there are like LinkedIn engagement groups out there where you and 9 other people can make a pact to just engage with each other's stuff. And it seems kind of corny and hokey, but it really, really works if in the first hour LinkedIn sees that people are engaging with it, with your piece of content. And on Twitter, Twitter really needs more users. Even though they've been around for ages, they're struggling. Like, they only have 200 million daily active users, which is the lowest of everything we're talking about. And so Twitter doesn't just want to see shares, but they want to see that you're sharing, or that people are sharing your tweet with people off the platform. So if you're copying the URL, Twitter will reward you handsomely. So on my tweets, you'll see me occasionally ask people to share with someone that's not on Twitter specifically. And it seems like dumb. It's like, well, if people are going to share it, they're going to share it. Like, you don't need to tell them to share it. You do, you do, because they won't think of it, they'll forget. And so that little call to action can make all the difference.

I love it, Chris. I got a question for you as we go further into kind of building the email component of it or the organic component. So the school of thought I'm having is like, if I'm a digital marketing agency or a consultant or someone who's working, uh, locally in a city or an industry, like, what about the industry side, the niche side? What if I just work with plumbers, right? Do I create content just for plumbers, or should I take, you know, Paulson Thomas as a bigger personal brand and see what works, like, you know, as a digital product? Like, help me kind of navigate through those, you know, dilemmas I would run into as a digital marketer? Like, you know, do I go with industry-specific, like just go all in on LinkedIn and nothing else because I'm focused on accounting?

Great question. First of all, no niche is too small, right? There's 8 billion of us, we're mostly all connected to the internet. Like, if you wanted to do like Jewish plumbers living in upstate New York, fine, right? Because those people will be so loyal to you even if there's only 100 of them, they will be so loyal to you that those 100 people will be more valuable than 10,000 people that are less loyal to you, right? So that is a val— a valid route to go. Just plumbers or just whatever, plumbers in Omaha, Nebraska. Yes, you can win at that. Um, but I, I talk about the messy middle a lot. The other way to do it is to go very broad and like Paulson right? This is me, and I like to call it me pushed out to the world. Here's my morning routine, here's my marketing to plumbers email automation, like, here's me at taekwondo practice, whatever it is. Like, it, it doesn't matter as long as it's authentically you pushed out to the world. Then it kind of breaks that rule that I spoke about 20 minutes ago about staying in your lane. If your lane is Chris Koerner and what I like, what I love, whatever, whether it's emo music, mowing the lawn, whatever, then people will identify with that. And so it, it does mean that your audience is less valuable because they could look like anyone and not just plumbers in upstate New York that happen to spend thousands of dollars a month on software, right? It could look like anyone. So you might have a much, much bigger audience if it's like a personal brand, um, but let each person that follows you is less valuable than the niche audience as well.

Got it. Okay, let's keep going.

Okay. Okay, so I want to talk a little more about, um, how many people follow you and how kind of irrelevant that is. So I recommend everyone read this essay published in 2008 called 1,000 True Fans. I think there's also a book with the same name, but his math is that 1,000 fans spending $100 a year is $100,000 in revenue. That math has never been more relevant than today. You know, 2008 was a big inflection year, but this year is a big inflection year. And I, you know, like I said at the beginning of this, it's never been more important to be authentic and have real stories, doing real people doing real things in the real world. So 1,000 true fans is very, um, very valuable. And, uh, this guy named Lee Jin at the world's greatest venture capital firm, Andreessen Horowitz, kind of took it a step further. She said you actually only need 100 true fans paying you $1,000 a year. It's the same math. You end up at a, at $100,000, but I can think of 8 to 10 guys that have built $30,000 to $70,000 a month businesses on Twitter with like 2,000 to 3,000 followers talking about being fractional CFOs or fractional CMOs. Um, they have like one offer, one service that they charge $2,000 to $5,000 a month for. And they get a couple of them a month. They just tweet like, you know, a handful of times a week, very niche, relevant things. These tweets get like 40 views, 120 views, 13 views, but the people viewing them are so valuable. I, I have a friend named Marcus who has a YouTube channel with 1,700 subscribers. His videos get 400 views, you know, 1,100 on a good day, but they're like 50 minutes of like how to optimize your Google Business Profile. How to fix your funnel, like walkthroughs, screen sharing. And he is— I'm not exaggerating, and I pushed back on this when he told me— his close rate when he gets on calls with his viewers is 100% because these people spend hours with him. Of those 823 people watching his 51-minute video about, you know, Google Ads, they spend hours with him. And so when they get on the phone with him, they feel like they're talking to a celebrity. Like, oh, I love your video, you're the one you posted, like they are a true fan to him. And so when he says, I will personally manage your marketing for $3,500 a month, they say, where do I sign? And I'll also say, like, he does qualify them before he books a call. They have to answer questions so he knows they're qualified. But 100% close rate, and no one knows who this guy is. That's what I really want to harp on, is that it's like being obscure and unknown is great. Like, if the right people know you, it's amazing because it's, it's not about who you know, it's about who knows you and who trusts you.

Absolutely. And I don't know if you know this, Chris, but HighLevel, we're very heavy on our affiliate program, right? We have a lot of people that come through that. And, you know, quite often when we do our endorsement deals or whatever, you know, we look at the audience activation rate. And a lot of times more followers don't mean more audience. It just means they just have a bigger network of people that are around them that was like maybe once a follower, not a follower anymore. A lot of times we see newer players that are a bit smaller outcrush the big legends all the time, you know. So we almost stopped paying attention to how many followers a lot of people have in general. Like, that's not even a focus anymore because someone with 100 people that's following them, paying them $3,000 a month for services, is way more valuable than, you know, a bunch of followers and nobody, you know, purchasing anything from them, you know.

Yeah, it's interesting hearing your perspective because you, you see the other side of those numbers. I'm— I see myself and some anecdotal examples of people I know, but you guys have thousands of affiliates.

Yeah, yeah, exactly. So what— how do we convert this all into our email? Like, how do we get them to get off the platforms in a healthy way and become our true loyal followers?

Yeah, so it all starts with a very, very simple landing page, which I'm going to build tomorrow. I'm going to share my screen and build it for everyone. Like, almost nothing on there to click. You don't need their phone number, their address. You need their email. The more there are— there is for them to click on the landing page, the more likely they are to get distracted and to never convert at all. You need to link to that everywhere, the same landing page, um, on all the platforms. And then you need individual pieces of content to link either to that landing page or to a different one. But really, like, once you've tested a few landing pages, um, you just want to put that one everywhere. And then you have your email, and then you, you'll have a, a, a flow, like a, a welcome sequence that I'll cover tomorrow that will kind of strike while the iron's hot. That's gonna last like a week. And then after that, you just want to send them one thing a week that's very relevant to what they're doing and very high value. And then you can pull that launch lever, whether it's a $97 playbook or whatever, at any point in the future. Um, that's the name of the game.

Got it. Do you use the social planner at all inside of HighLevel for to manage all these different platforms?

I don't actually, um, I use HighLevel for half a dozen plus different things, but one thing that I've noticed is that the platforms want us to post natively to every platform. Platform, like manually, not even cross-posting between Instagram and Facebook, but the same piece of content to Instagram and then you upload the same one to Facebook. Um, they— the platform sees that as like more effort, that you're more engaged. And I've noticed using like any plat— uh, like cross-posting tool or anything, that your content isn't likely to do as well, which I hate to say. I would love for the convenience of that because it works great. I've tried it. But that's just what I've noticed.

Got it. Okay. Awesome. But, uh, Paul is asking, did Chris just undermine the value of the social planner? Well, I can tell you it doesn't work for everybody, but it works for a lot of people, right?

Yeah. And I mean, would, like, would you guys prefer I just say like, whatever sounds good? You know, like that's my real experience. HighLevel has replaced like 13 different SaaS tools that I used to use. That's one of some that I don't use, you know? And some people have success with it. So.

Got it. But yeah, let's see, uh, someone's saying, so the AI component, uh, Chris, how much of the AI do you use inside of HighLevel? Because we've got a gentleman asking here, like, what is your experience in AI tools?

I think HighLevel's, um, the AI voice agent creator is one of the best voice agents out there. I presented at a conference in Mexico for orthodontists, uh, last month, and I stood on stage in front of hundreds of orthodontists, and I went into HighLevel, into the voice agent, and I created an trained and spoke to a voice agent all within the course of like 7 minutes from scratch. And their brains were like melting on the floor. It was so good. There was so little latency. It was so like, you just put in the URL of the orthodontist and it, it's trained. It's trained on how to talk to a mom of 4 kids about pricing and about like, you know, can he eat popcorn or not? And like, do you accept my insurance? Like, I did all that within 7 minutes within HighLevel. So I, I'm like shocked that their AI tools aren't more front and center because they're, they're so good.

Yeah.

Yeah.

Love it. Okay.

You just saw day 1, all the strategy, the hooks, the retention, the audiences, all of it. But day 2 is where I stopped talking so much and started building live on screen. We're gonna be in the app building the entire funnel live, the post, the automation, the landing page, the email contacts list, everything. So copy what I do. So today we're gonna talk about, okay, what, what is the point of the content? Where do, after someone clicks, what do we do with them? How do we get their email? How do we monetize them? Because that's why we're here.

Absolutely.

All right. So let's say you want to capture email addresses so you can monetize them, sell to them. That starts by posting something on social media. So I've been prepping all morning, um, and I took this post right here and I posted it and I want to show you exactly what happens after you post. And to, to getting everything into HighLevel, all the automations, all the workflows, all the recipes, so you can like know exactly where you're at with everyone. So I'm going to show you this post real quick. It's just, it's about this episode I published recently about this guy who does AI audits, and the magic is right here. Um, comment audit and I'll send you the full template and biz plan so you can copy him. And then I copy and pasted the same thing in the comments, and then I, I pinned it. You You can't pin it on desktop. I pinned it on my phone. Um, and what you can see is people are commenting on it, and this was only posted an hour ago. So now we're going to go into HighLevel, and I'm going to show you exactly what happens from there. I can just show you what I've already built, but I'm going to build this quote unquote from scratch. So we're going to start by going to, um, create workflow. Okay, and we're going to start from scratch. We could build it with AI, It works really, really well. You just prompt it, um, guys, to see how it's done. Um, so, so I'm gonna— this is the first step of my workflow. We need a trigger, right? Every workflow needs a trigger and an action. What triggers the workflow? What should you do once that trigger is pulled? So we're gonna go Instagram comments on a post. That opens up this screen. I'll keep zooming in. Um, we're gonna name it whatever. We're going to name it 4/22. That's tomorrow. And I'm going to pick my page. Now, uh, in a minute I'll go back and show you how to connect your page just so we can truly start from ground zero. But for now, it's just— know it's connected and I picked it from the dropdown. Post type is published post. We're just going to leave it there. And then it wants to know exactly which post we're talking about. Well, it's this one. It's— these are sorted from most recent, um, to, to least. So I'm going to comment on that one and then we're going to add a filter. That's very, very important. The filter in this case is going to be the word audit. But since I already set this up, I don't want it to trigger twice. And so contains phrase, I'm just going to put example. We don't want to do exact match because some people might say they might put audit in quotations. They might take you very literally or they might say the word audit. You want to be sure it's just contains and not exact match. So contains phrase example. And then we want to check this box, first level comments. That is a first level comment. Whereas if someone comments on your post and then someone else comments on theirs and says, you're an idiot, I disagree, that's a second, third, or fourth level comment. We don't care about that. So we just want to track first level comments, um, and then we click save. So that's kind of like the, the hard part. That's the bulk of it. But then we got to come in here and say, all right, what happens when they do that? What do we do? Like, um, how do we, how do we continue to message them? So I'm going to go back here to the one that I built right here, and I'll show you that I set it up just as I showed you. Page, publish, same post, first level comments, contains phrase audit. Okay. And then the next action is respond on comment. Now this is going to be public to everyone in the world. Um, we're going to like the comment with this toggle here, and then we're just going to put a bunch of different things in. Watch for the DM. Here it comes. All right. Thanks. Check your DMs.

It's almost like a round robin of variety, so it's not like the same exact thing. So why is that important from a social platform policy standpoint, Chris? Can you talk a little— can you provide some context of why that's there?

So some platforms, some are more strict than others, but many platforms want to see variety. If this post were to absolutely go viral and I just comment, thanks, thanks, thanks, thanks, thanks, thanks, thanks, thanks, thanks, It's going to send flags to Instagram, Meta, Facebook, whoever, and say, this guy's spamming, this guy's botting. Now I will say, GoHighLevel, their integration with Meta is like approved. They have a blessing. It's not like shady beneath the scenes. Like, this is all above board and approved. Yeah, even still, even still, you can, you can still get flagged by filters. And so like, just to be safe, uh, put 3 or 4 or 5 in there. Furthermore, even if most people know that it's automated, it still just looks more real. It's like, it's still something, it's more authentic. And every time you do this on future posts, you can just copy the same, uh, workflow and then just swap out the trigger word and everything else can stay the same. Um, so you don't have to worry about like coming up with a bunch of different phrases to comment each time.

Yeah, this is exactly why you want to be very careful of just DMing people using social platforms, because after like 15, 20 of those, your profile will get flagged as a spammer, right? And then even your friends and family won't be able to reach you. And that it gets a real— it gets real messy once you go into those cubbyholes or jail, social jails. It's really hard to get out an account out of it. So just be careful on that. Um, and applies here, it's a reply DM, even then you want to be cautious. And we're, we're not compliance experts. I'm just telling you what I've seen with my own agency and Chris is echoing the same thing.

Yep. And I will say, it is very important that you ask them to comment because it would not be compliant with Instagram if you didn't. You can only DM people that you don't follow, which that's most of these people, if they've already— if they've recently commented on your post. If they commented 25 hours ago, I still can't. So this middle step right here is the key to all of this being compliant. They have to comment. That shows the, the algorithm that they're opting into talking to you more.

Yeah. And is there case sensitivity here? If somebody writes Audit all capitalized, would it still, still work?

Yep. So then the next step is you are going to message them after they've commented. You don't want there to be— we could add a delay here. We don't want them to be— we don't want there to be a delay because 5 seconds goes by and they've swiped on, they've moved on, they don't care about your business plan anymore, whatever it is that you're offering them. So we want this to be immediate. So after they comment, within about 5 seconds, um, and any of you, by the way, any of you are welcome to go to my Instagram page right now, go to the most recent thing and comment audit, and you'll be able to see on the back end how this works. I know that's not like a subtle pitch to get more subscribers. You can unsubscribe right away, but I just want you to see like the full, you know what I'm saying, tip to tail of it. Okay, so after they comment, it's going to, um, DM them. Okay, and this is all— and I'm going to show you what this looks like in a minute. Hey, get the full AI audit template biz plan plus 97 other biz ideas for free right here. You can see there's nothing there. That's for a good reason. If I were to put the hyperlink right here, it would not be clickable by default. That's just how Instagram works. Instagram wants them to click a button in the DMs. And so I'm going to check button, and then this is the title of the button, and then, um, that is the link where it's going to go And that—

where did the link come from? That's something you created?

I'm getting there. Yep, I'm gonna get there in a minute.

So just so everyone can see what this looks like, let me, uh, find you and type in audit. So let's see, um, audit. Okay, I just typed in audit and I see it. I mean, I see it on my—

on the account.

I see it on my mobile.

Yeah, it's simply a button that says, um, get the business plan.

Yep.

Yep.

I can see it.

And what happens— yeah. What happens is it opens a— like an Instagram browser. Like a shadow browser inside the Instagram app. Because they don't want you to leave Instagram. And what you see when you click is what we're about to build. So I wanted just to get up to that point. I'll also say, like, you're gonna be tempted to add all kinds of complexities to these workflows because it feels good to build. But like, just keep it simple. Keep it simple. And let's say you want to tag these contacts because they will be saved as a contact automatically. Um, you could just add a plus right here. You could tag them. You could add it to an action item. You can merge it with an existing— you can do so many things here. But like, again, keep it simple. We just want to get their email address.

Um, and why is tagging important?

Just for staying organized. Uh, you're probably gonna have more than one lead magnet, and you want to know what person came from what lead magnet. To yesterday's example, we were talking about having like a mowing Instagram page. Maybe some people wanna buy fertilizer. Some people wanna buy a lawn mower. Some people just wanna PDF. If you are— if you have 30 different PDF lead magnets over the course of a year and you tag all of those people that buy it, uh, as PDF, then when you go to sell a new one, you can promote it only to the people who, who are tagged as PDF. That way, you're not spamming people that aren't likely to buy a PDF.

Got it.

Guys, TKowners.com. That's my community where people are building businesses. I do AMAs. Q&As every week live. You can ask me anything you want. You can have accountability partners. It's about 1,000 people in there building, starting, growing businesses. Check out TKO, as in the Koerner office, TKowners.com. Okay, so to connect your Instagram account, you're gonna go to integrations and you're gonna go to Facebook. There's no Instagram because Instagram is part of Facebook and you're just gonna connect it. So if I were connecting, like, if you just pretend Shopify is Instagram. You just log in with your credentials and it's connected. And then you can manage that connection on the back, on the marketing tab right here under social planner. So you can see here all of my social accounts that are connected. You can see statistics and it will pop up in that dropdown when you go to build the workflow that I just showed you.

Got it. And you do this for your customers as well, Chris?

We can. Yeah, absolutely. I mean, this is like, if you have any small business customers, they should be using this. Like they should have comment on Instagram notifications. Like, hey, like John's HVAC Business, we've got a spring sale, 20% off coupon for HVAC inspections. Like, did you know your HVAC unit is $10,000 to replace? If you don't get it inspected, you're less likely to replace it. For a 20% off inspection coupon, comment John's HVAC. Like you could set this up in 5 minutes for your client. And then if you have 10 other clients, copy paste, copy paste, copy paste, swap out John's HVAC with Chris's Tree Trimming. And you could charge hundreds of dollars a month to maintain that connection. Wow. You should.

Yep.

Okay. So now, um, we need a, a, a site and a funnel and a lead form. So we're gonna go to the sites tab to do that. So we're gonna click new funnel and Funnel AI works amazingly. Um, but you know what, let's do that. 'Cause we didn't use AI on the last one. Let's do it on this one. We'll call it 4/22. We're gonna say marketing agency. Doesn't matter. Generate more leads friendly, takes about 5-10 seconds. I don't know how much time we'll have when I'm done with all this, but I've been playing around with the AI Studio, like your vibe coding tool, and I would, I would love to like give a few tips on that if we have time at the end.

Yeah, can we? Let's, let's, let's plan.

It's 5 days old for that. Later, just came out 5 days ago.

All right, so this is the Funnel AI, uh, feature that you just clicked on, huh?

Yep, yep. And I, I want to switch my screen for a minute because before I strip down this website and everyone's like, what is he doing? I want to show you, after extensive A/B testing and like hundreds of thousands of dollars spent on Facebook ads, what my highest converting lead form website is. This is it. You're going to be very unimpressed, I promise you. That's it.

That's it.

And I've tested this against everything, like testimonials, my face. Like, this is— I'm a real person. This converts the best. Okay, now there's no distraction. No, there's no distractions. Replace that sentence with whatever it is. I don't care what niche it is. I don't care if you're an affiliate, you're home service marketing, it doesn't matter. This just happens to be my lead magnet. So I want to make something that looks like that, and I recommend you do as well if you're doing something kind of like this, because because it's just, it's proven, uh, and I want you to win. So let's go back to my other tab. So I want to say, like, let's say you want your logo in there. Totally great. You can use, um, HighLevel's, like, uh, their AI tools to make a logo with one prompt. So I could show you guys how to do that later, but for the purpose of this, I don't need or want a logo. So I'm just like stripping this down, just relentlessly cut, cut, cut. Um, and I'm gonna add an element You click the plus button right here, top left, and I'm just going to type in form and I'm going to hit form. Oh, I got to drag it in, so we'll drag that in. Hey, you don't have any forms yet, so we're going to delete this and we're going to click this. We're going to go— let's just add a new form. We'll call it, uh, Form 12. Edit form. We are just going to strip all this down just like we just did. I don't need their name. I want their name, but I can get that later. On an onboarding survey, but I don't need it now because if you add— if you just want their first name, you're going to drop your conversion rate by 20 to 30%. I'm not exactly, um, so this is it. This is our form. Email, submit, change the color, whatever, it doesn't matter. We're going to name, um, Form 422, and then that's it. There's our form. Now let's click the Do you want to save and publish, or— yeah, I'm gonna do something first. I'm gonna do that. Publish. Okay, what domain? So I can buy a domain on HighLevel, or I can ex— I can transfer in a domain, or I can just use like a generic one. So I'm just going to use this, and then it's going to create, um, just a page on that domain for this. And I'm gonna click publish.

So funny, we have a contest for our Level Up conference at the end of the year for the person who had, who had bought the domains in our system. So people like, people have 10,000+ domains.

Oh, I should have entered that. I've got like 200, but it sounds like I'm a lightweight.

It's like a, it's like a credit score, you know? It's like a pride. It's like a pride thing. It's like, I'm a real business owner in marketing if you owned a lot of domains.

So here's what my website looks like. It's very boring. I could add some padding up there, but I don't even need to. So let me—

it's almost ridiculous how simple this is, Chris. I'm not going to lie.

Yeah, I know I'm a ridiculous person, so it makes sense.

So you're having people go from that audit comment, you're sending them a button to this domain right here saying grab the, grab the lead magnet. So what about a thank you page? What about what happens after the download? Or like, what does that experience look like?

Yep, yep, we're gonna get there. Um, so we could do this in a couple different ways. I like to always have redundancy, so All right, so you can go button action. We can redirect them to— let's say our lead magnet is a, is a Google Doc. We could redirect them to the Google Doc and send them a thank you email. I prefer that. Or you could do go to next step and you could put them in a workflow and like enter them into a long funnel where you send them offers every X, Y, or Z days. But for now, I'm gonna— well, I'm gonna show you how I set this up in the one that's live right now. So we have our URL, um, and I'm going to go back to the one that I built this morning for 21 Leads. And you can see, um, the second step on this one is a thank you page. And this is simply— it's— I just took a normal thank you page and I stripped it down. Please check your email for what I promised. That's it. Um, and then right there, that's not even needed. So, all right, so We have our website, but a lot needs to happen after that. Um, so what we're going to do is we are going to go to, um, a workflow. We're going to go to automations and then we're going to go to this one here. Thank you email after form submission. That should be pretty self-explanatory. Um, so I'm going to show you what happens here. I'm going to zoom in. This is the trigger and 421 form. Is the one that's actually live on the internet right now. So when a form submitted whose name is 421 form, um, the below things will happen. Send thank you email from Chris Koerner, Chris's email. Subject line, keep it as short as possible. I'm telling you, here is the lead I promised you. How are— like, none of that. Keep it short, keep it vague. You don't really want them to know what they're clicking on other than the fact that it's like it's coming from the person that they're expecting something from. So if I were sending a newsletter about how to get more HVAC clients, my subject line would not be "How to Get More HVAC Clients" because a lot of my clients probably don't care about that despite the fact that there's something really valuable in that email for them. So instead I would just put like, um, "Clients." That would be the subject line. Clients. It's like, huh? And then they start reading it and then what's called the sunk cost fallacy kicks in. They're halfway through and they're like, man, I don't really need more HVAC clients, but what he said about Facebook ads is really interesting. I'm gonna keep reading. And then they keep reading, and by the end of the email, now they trust you 3% more, but they never would've trusted you 3% more had they not clicked on it, but they never would've clicked on it if they didn't care about HVAC clients. So you got it. It's kind of like the retention gospel. You gotta give 'em, gotta keep 'em wondering. You have to give 'em a reason to read to the end, in this case to click. So we wanna keep the subject line short and a little bit vague. Um, and then for a lead magnet, we want to keep the email dead simple. Like, at this point, we have their email, we need to respect that, and we want to give them what they're expecting. We don't want to bury it. So this just simply says, thanks for signing up, here's what you're looking for. Okay, and then the link in this case goes to— it goes to this business plan that I generated with AI, and it's 21 pages. It took me one prompt, and this is what they're hoping for and expecting. This is the lead magnet.

Yeah. And it doesn't have to be a business plan that you're giving out. It could be a cooking recipe. It could be the best things, you know, best practices to keep your lawn green. It could be, you know, how to look out for, I don't know, foundation repair or HVAC or whatever you think is valuable to your customer base, right?

Yeah. So you can see I just set this up this morning and 40 people have already gone through it. It. So who are those people? Where are they? Who are they? What do we do with them? We're going to go back and we're going to go to contacts. And these are sorted by most recently updated contacts. And you're going to see here, so 1 minute ago, 2 minutes ago, 5 minutes ago. I'm going to show you why some of them have emails and some of them don't. So when someone comments on my lead magnet, it will DM them. And at that moment, GoHighLevel will add them as a contact, even though it doesn't have anything except their username. This is their Instagram username. So it's— I love this because many of them will never give me their emails. They're gonna bounce. That's, that's what happens in internet marketing. Even so, I still have their username. I still have something. But many of them eventually will. And when they come back, even if it's days, weeks, months later, GoHighLevel will come back and find them by their username and append, attach their email address to their contacts. So you can see these people actually did. Give me their emails, and now they're in here. And so if I want to make money from them today, a year from now, whatever, it's literally as simple as going back to that, uh, workflow here and just adding more steps. So I could say like delay, uh, or wait, uh, I could say wait 1 day, save, okay? Then it will just hold on to them, and then I'll say send email.

Is that an Instagram-specific thing or all social platforms when it comes to HighLevel, you know, collecting the emails or—

wow, all of them.

Yeah, that's a, that's a big deal. I actually didn't even know that existed.

Yeah, because a lot of us, if not most of us, at least in the beginning, we're gonna post something and it's not going to be like, oh, hundreds of people, wow. It's gonna be like one the first hour, two the first 4 hours. Like, one's my mom, one's my cousin, and that's okay. Like, that's where you start. That's okay. So every single one is like gold to us, and they should be. And So if we post a lead magnet that gets 4 leads and only 2 submit their emails, then at least for the other 2, we have their username. We can manually go to Instagram and say, hey, like, this isn't an automation at this point. This is actually Chris. Like, does something break? Did something happen? Like, I really want to send you that. And we can, like, treat it like gold, as we should. So I really like that about it.

Um, love it.

So after we send the thank you email, now we can do one of two things. We can just hold on to their email and send manual, um, marketing emails whenever we want, which is a great idea. We can send manual newsletters daily, weekly, monthly about, you know, lawn care, whatever it is. Or we can just put them in a drip email marketing campaign, all within the same workflow. So in this case, let's say my lead magnet is a lawn care guide, you know, 7 Steps to Make Your Bermuda Grass More Green. And then a day later I'm gonna send an email and say, hey, did you read the PDF? Did it help? FYI, if you wanna kind of skip the line, that plan I sent you takes about 3 months to take effect, but I have this fertilizer that will take effect in only 1 month. So here's a link to buy that fertilizer. And maybe it's an affiliate link to someone else's product, or maybe you have your own product and you link to it. That can all be done within the same workflow. If this feels like a lot, it's— you're gonna pick it up so fast. And yeah, if you haven't used comparable platforms like this, is about as simple as you get. It's, it's super self-explanatory.

Yes. So Chris, like, how many lead magnets do you have alive at any given time that's bringing you leads that's coming in and out of your business? Like, how many leads do you think will come in in a day for you?

I mean, we, we never turn off a lead magnet, and in this case I'm referring to a post within, you know, a comment automation. So speaking literally, I have hundreds, 500 to 1,000 active lead magnets today. Most of them are, they're old, the, you know, the algorithm has worked through 'em. There aren't people seeing them, but they still trickle in a few every day. And so I, I love fishing. I like to use this as a fishing analogy. I don't know if people know what trot lines are, but it's basically a long rope with hooks every foot or two and bait. And you go into like a creek or river and you connect one side of the rope you put a rope over on one side of the river and the other side on the other. And as the fish swim up and down the river, they see your bait every feet, every foot, and they bite. And then you come by at the end of the day, you pull it up and you've got fish on like every hook. Well, if you put 3 hooks out, you might get 3 fish. If you put 300 hooks out, you might get 220 fish. So the name of the game here is volume and like not perfection, not, oh, has to be done. I don't wanna embarrass myself. What if I have a typo? I said that, I fumbled over my word. It's like, stop. You just need volume. You need a lot of hooks in the water, and then they will just pay dividends for months, years to come.

Yeah.

Okay, so, uh, that's like most of the workflow to go from posting something organically on social media to connecting their email. So I'm gonna recap real quick, and then I want to talk about a couple other things. So to recap, we start by, uh, we started today by posting to Instagram. Technically, you should probably start by going to sites and creating your funnel, right? So if you remember, we went to sites, we said new funnel, we, we created from scratch or from AI. We use the AI tool and we just said make it friendly, yada yada, make it a marketing agency. We stripped it down, we deleted it. All we did was add a form. We added a headline. The headline is what the lead magnet is. The form only says email and submit, right? That's right here. Then in our workflow, we have a thank you page. That thank you page Um, we'll capture their email and it can auto-direct them to the lead magnet as well. If we want the link to the lead magnet in the email and to redirect them after for some, um, redundancy, cuz some people won't get the email for whatever reason, they'll mistype it, it'll go to spam, whatever. So the last thing we want is unhappy people. So we always wanna work in redundancy. So do that first. You create a site and a funnel. You can do that in 5 minutes. Then you're gonna go to automation. You're gonna go to workflows. And you're going to create your Instagram comment automation. This is after you've connected, uh, Instagram, after going to settings and then integrations. You go to comment automation and you have a trigger. You have a trigger word, something that relates to your post. Track first-level comments only, contains phrase, and then you respond on comment. You can add in a few things. You want to like the comments as well, and then you're going to DM them something simple with the URL right here. This is not the URL to the lead magnet, it's the URL to your your landing page so you can capture their email. Um, so we do that next. Then we, you know, we have our form on the website, we've added it, and then we need a confirmation email. That's also going to be, um, a workflow. And technically we could add it to the workflow that I just showed you. We could just add it as a new action, but I wanted to keep it separate just so it could be separate in your brain. Um, we just have this: if your form is submitted, lead, then send thank you email with a link to the lead magnet. You can also add an attachment or what have you. And then if you go to contacts, you will see people start coming in that are looking for your lead magnet.

Yep. And you can get really creative with a lot of the formats, right? You can send a lead magnet. I don't wanna complicate anything. I'm just giving you all inspiration. You can send a lead magnet as a video inside of a course and then look at how much of that video that they actually watched as a, a lead that watched 100% of your video versus someone who watched 10% are two different people, right? So there are different formats that are even outside of PDF that you can kind of test with, and a course versus a video versus, uh, you know, a PDF versus, you know, different things. So test it all out. Yep.

I also wanted to point out something. So you can see here on the little icon, if it's a chat window, then it means we don't have their email yet. We've only messaged on Instagram in this case. And then if it's an envelope Well, it means we have their email. So yesterday we talked a little about, um, the Social Planner, and I had mentioned that I don't post from it, but it is an incredible tool for being a dashboard, for connecting. Like, you can— let's say I just only want to look at my LinkedIn stats, or only, you know, two different Instagram accounts. You can see like an overall state of the union on your content, how it's going, how it's doing, what content is taking off. And then if you, if you post content that's more timely, which a lot of people do, um, you you can use this tab right here just for like seeing what's trending at any given second on multiple different platforms, which is super, super valuable.

Yeah, that's interesting. I didn't think of it in that kind of a usage, but I guess numbers don't lie when you look at it from like a 3-month view, 6-month view, and over time you're seeing a certain type of content work better than others, right? Yeah, you may see a certain type of audience engaging with you better than others. So these are findings that you'll have that may kind of open up new can of worms for you, right? Which is great. You want to create new problems to solve better problems in business as you go, right? Okay, let's keep going.

Okay, so now I'm going to go ahead and build an AI voice agent live in front of over 1,000 people watching live, plus you, and just see how everyone reacts.

Are you able to do the voice agent as part of the lead magnet process?

Oh yeah, let's, let's pull on that thread a little bit. So I'm going back to the form that I created with you guys. I clicked Edit Form, and let's add phone in there. Okay, so we're going to ask for their phone number. Um, keep in mind, when you do ask for their phone number, you, you need this consent in there. Legally, there are a lot more regulatory things around phones, um, so we need to keep this in there. It's very important. Um, we'll collect their phone. Now what we could do, we're going to save it. We're going to go back to the, um, automation and then workflows. Let's just say We're going to go here, thank you email. Let's say, all right, wait for an hour. And but beforehand, if— so what we could do is say if they have not opened the email, that would be a condition, then wait for an hour. Let's just say a day because that's, that's a little stalkerish. Wait for a day and then we are going to— let's see what we can do here. Voice AI outbound call. Okay. Yeah, we can call them through an AI and say, hey, I know this is random, and I'm not saying you should do this or we want to do this, right? There's not a lot of like relationship there from someone merely commenting on your Instagram post, right? But I'm just showing you what's possible. You could add this to any funnel in any circumstance. Um, We've gotta make sure that this is enabled in our Voice AI agent settings, but we could just do Voice AI outbound call, and then we could train the voice agent to say, hey, this is Chris. I sent you the email with that lead magnet. Did you get it by chance? By the way, I'm a voice agent in case you're creeped out. Yada, yada, yada. You could totally add that in as a, as a workflow. You could add in a condition of if they don't open it, or you could just send it to everyone just to be safe.

Makes sense.

So if I I was having trouble, like, um, trying to discern, all right, well, how do I add the condition of if they've opened the email or not? Simple. We just go to create a workflow and we create it with AI, and you just put that in the prompt. Let's create a brand new workflow from scratch. Even though I put for scratch, it still lets me build it with AI. Um, I, I—

where are you right now? This is the—

I mean, the work— the AI workflow builder. And I said, let's say we've never built a workflow flow before, which many of us probably haven't. I said I want a workflow where I use my AI voice agent to call leads only if they don't open the email I sent them after a 24-hour delay. Now look at this: form submitted. All I got to do is pick the form. Send email to lead. All I got to do is fill out the email subject line and, and body. Wait 24 hours. Um, that is a redundant step. That's fine, I'll just delete it. And then check if email was open. That's what I was trying to do. Okay, so I couldn't figure it out on the spot with 500 people watching me, so I just asked AI and it did it for me. Now, if it was open, do this. If it wasn't open, then don't. So right here I would just say, if it was not opened, call them with my AI voice agent. If it was, then whatever.

Wow, so it seems like a condition step. Yep, right there. So you're saying if the email wasn't open, then it would trigger off a voice drop or a voice AI it.

Exactly, I would add that right here.

Got it, cool.

Um, so now if we go to— first of all, I want to like implore everyone, go to Settings, go to Labs, and find AI Studio and just enable it. The fact that it's in Labs means it still is in beta, so like be aware it's still a work in progress. But for comparable vibe coding apps, if it— just in credits alone, you're often spending hundreds of dollars a month just to build the thing and fix the thing. And for now, I know HighLevel said it probably won't be like this forever, but for now it's included in your $97 a month subscription. So use the heck out of it, like build some apps while you, while you can. Um, it's really good.

I love it because it's just things that people are finding inside the app. I mean, web coding is a big deal. Why not do it inside of HighLevel so you don't have to rebuild everything once you build it somewhere else and bring it all in? Like, just start, start start from scratch within the house that you're already building the rest of the stuff in, right?

Yes, yes. And so if you look at this big blue button, this is why my workflow kind of errored, because it's like, hey, you need to enable this before I can work. So we would just do it by, by doing that. And again, there are some regulations, um, going into this. You need to be what's called A2P verified, which just tells the government that we're not spamming or scamming people, uh, and that there's no way around that. If, if you try to circumvent that on other platforms, I'm not exaggerating, it's a $5,000 per number called fine. And it is enforced. Like, it's not just like, oh yeah, but like, no, like they're actively enforcing that. So don't skip A2P verification.

Yes. And we're not giving you legal or compliance advice. We're just telling you best practices. So A2P is a real thing.

Yeah. I like to reframe stuff like that when it's like, like the negative way of looking is like, oh, this is so annoying, Eddie. But the optimistic way is like, other people aren't going to do this. Like if I I do this, then I'm going to be in the minority and I'm going to win. So it's worth it. All right, so we're going to click Create Agent and we're going to say— I'm going to take a shortcut and I'm going to click Browse Marketplace. And then let's just say we— I've used this one before, it's really good. Let's say we want an all-in-one receptionist. We want to sell this to small business owners. Okay, so we're going to click that. Well, it's already installed, so you can see I have used it. I'm just going to pick a random one. Um, Appointment booking agent, HVAC contractor service. All right, let's say, um, I have an agency and I want more HVAC business owners as clients. So I want to install this voice agent for HVAC business owners because most HVAC business owners only have one crew, it's themselves. Most of them don't have any employees, and most of them really want to answer their phone at 8 PM when they're watching Netflix with their wife, but they also just want to watch Netflix with Why? Like, they want to make more money, but they also want to be able to clock out, and they should, right? So this is going to be their solution to that. Um, and the reason I'm building this live is because from what I've seen, of all the AI agents out there— chatbots, LLMs, all these things— by far, voice agents are like the most advanced and the easiest to sell to small business owners. So we're going to click Allow and Install.

And okay, so these are templates that are pre-made, but you can build your own, right?

Yep. So if I— you're gonna go to agent list and you're gonna see this. Boom, this was installed 1 minute ago. HVAC Contractor Service. Now I'm gonna show you without any training whatsoever. I haven't trained it at all. We're gonna do this. I'm gonna—

Hello, you have reached Climate Control Specialist Services. How can I help you today?

Yeah, what are your operating hours?

Our operating hours are Monday through Friday from 9 AM to 5 PM Eastern Time. Let me know if there's anything else I can assist you with.

How soon can you get a technician out to inspect my unit?

Sure, let me check the soonest available appointment for you. One moment. It looks like there aren't any available appointment slots showing up right now. Would you like me to double-check for a specific date or time that works best for you?

So that's incredible. You can sync it to your calendar. You can sync it to your HVAC client's calendar. It will like check the calendar in real time. It will set up appointments. It will send notifications to whoever you you want. Once the call is made, the owner can read the transcript of that call. You can read the transcript. If people are tripping up and they're asking the same question, the AI voice agent can't handle it, you can train it. And I say train it, it sounds intimidating. You literally just type in a prompt and it will fix it from then on out. And then after a little bit of training, works 95% of the time and will make your clients more. And so let's, let's say his name is Bob's HVAC. We would literally just swap out the name swap. We could change the language, the voice. We can make it British or whatever. Change the model that you're using. Give it different goals. Maybe it does sales. Maybe it only answers questions. Maybe it only sets up appointments. You can set up the availability, the dashboard, the logs. So let's say I dial this in. Like, it's just amazing for my archetype of client. And then I get another client. You literally just duplicate it. You just click that.

What? Okay.

Okay, then you swap out the business name with your new client. Now, like, you do this work once basically.

Got it.

Yeah.

Um, so how do we attach this to the lead magnet flow? Remember we talked about the lead magnet?

Yeah.

And this is basically a complimentary, I guess, call to see if they would jump into an appointment after downloading a lead magnet.

Yeah. So if this were me and I were adding it to a lead magnet, I would set up a demo. where I would call the, the person based on the phone number that they submitted in the form and say, hey, let's say it's— these are landscapers. This is Chris from Instagram. I know this is random, but just yesterday you asked for a PDF on how to grow your landscaping business. We actually have an AI voice agent that can answer calls for you. This is it. I'm talking to you with it right now. Go ahead and stress test me. Like, this this is— we're dogfooding it here. We're eating our own dog food. We're using the tool to sell the tool, right? So we just, we call the same clients that just got a PDF and say— and just like stress test it. And then at the end of it, it's like, hey, would you like to set up a demo with me, actually Chris Koerner, so I can— me, a real person— explain to you how this works, what it costs, and how much more money it can make you every month?

Wow, it's incredible what's possible A live demo out the gate without you having to call anybody.

Yeah, yeah. So that would just be the next step in, in the, um, in the automation. We would just do— we would enable outbound calls and we would call them at the number they submitted when they filled out the lead, and we would have that agent trained on doing just that. Like, hey, and you can use— you can use ChatGPT to make the knowledge base and just say, you are an AI agent that will call landscapers that requested a PDF the day before, and you're basically going say, like, challenge them to stress test you as a voice AI agent, and your express goal is to get them on a call with me, a real human, to further answer questions about how the AI works and how much money it costs. You would just add that right here. So first, let's say wait 1 day, and then we're gonna say voice AI outbound call. We would enable it, save action. And then we would basically go back here, Voice AI, and we would say create agent, custom agent, and we would, um, we would train it under advanced settings, agent behavior. And well, I think after we create it, we go to knowledge base and like this one here. So we go to agent goals right here. So we hop over to ChatGPT or Claude Claude or to GoHighLevels chatbot and say, um, make a knowledge base for an AI agent that will call landscapers. And then so we, we create the knowledge base, right? I gotta change my screen. Hold on, it opened in a new tab. I think this is the one. Yeah, so create a knowledge base, landscapers AI, and then we would just say rich text. We would say, I would just basically paste in what I got from ChatGPT or Claude that says you're an AI voice agent that calls landscapers, yada yada yada. And then when you come back here to Um, let's see, Voice AI, Agent List. What's the one I was on? I was on this one. You go to Agent Goals. That new knowledge base would then appear in this dropdown and you would just select it and then it would preload it and then you click Save and then it's trained. And then of course you, you would name it like what is this, the, the business name, what is the agent's name, etc. How often can it call people? Should it not call people in the middle of the night? You could set that under Availability. Um, etc.

Got it, cool.

Okay, this tool I'm about to show you is only 5 days old and almost no one has touched it yet, so I went ahead and built a working app with it from just one prompt. That's what's coming, so let's get right into it. Yes, so this was my super bad ugly prompt, and I wanted to show you this prompt because there's a lot of gurus out there that talk about like your prompt needs to be 18 miles long, like you gotta— you are a Harvard researcher, yada yada. Like, does that stuff work? Okay, yeah, but like, I don't like friction. Friction is my, my mortal nemesis. And so if someone gets tripped up like, oh, my prompt's not good enough, then they're probably never gonna prompt. They're never gonna try or test or build a thing. So don't get hung up on the prompt. Like, any prompt is better than no prompt. You can level up your prompts after a while, but if you wanna level it up, if you wanna take this simple prompt, and I'll zoom in, make an app where I can upload bank statements and generate P&Ls, profit and loss statements. I would just take that. I would copy it. I would go to ChatGPT or Claude, paste it, and say, this is what I wanna do, but I wanna do it within GoHighLevel's, vibe coding tool. And so make this prompt more rich, more thorough, knowing what you know about GoHighLevel and the LLMs that they use on the backend. Make this prompt 10 out of 10 so I get the best possible outcome. Like, that's the shortcut, is to ask the AI what to ask the AI. If you don't remember anything from today, remember that. Ask the AI what to ask the AI. Say, in your broken English like mine, your poor spelling like mine, just like, boo, this is what I want. Tell me how to build it. And be sure to tell whatever LLM, which LLM you're using to build the thing, whether you're just prompting it or you're vibe coding something. So go ahead, Paulson.

So one thing I'm thinking about is this workshop is about launching a $97 digital product, right? Right? So are you going to be using the vibe coding tools to complement that concept, or are we going like a totally new slate with a whole new like idea? I just want to kind of just make sure we set the stage right.

I mean, yes and yes. Like, yes to both. Yes and. So, okay, love it. My, my $97 product could be a vibe coded tool that I vibe code in 3 prompts. Like, maybe my $97 product is a QuickBooks competitor, and instead of paying $49 a month, they get— they pay $97 once for unlimited access to this tool that I just created, where they can get a profit and loss statement and a balance sheet simply from uploading their bank statements, right? So in that case, I would just go back to our workflow and I would just add a step, and I would just send a Stripe link and say, hey, I know you're a landscaping business owner, You probably use QuickBooks. I hate QuickBooks. You probably do too. And so I built an alternative. It's a lifetime price, $97. Here's a Stripe link. You pay, and then after they, they pay on Stripe, they get auto-directed to this URL. So yeah, I just prompted it once and this is what I got. So I got here simply by going to settings on GoHighLevel, labs, and then AI studio. And then I just toggled it and said enable. Table, and then it became available on my left sidebar. So I came in here and I just said, make me an app where I can upload bank statements and generate P&Ls, profit and loss statements. And this is what it gave me. So let's say I don't like the design. I could go to any website I want, um, like let's say Airbnb. Airbnb is known for beautiful design. Screenshot the homepage, drag it over here, and say, make it look more like this, and it would change the design. I can try—

what you're saying, just so I understand this correctly, Chris What you're saying is I can vibe code inside of HighLevel now and build out apps and cool tools and go sell it as subscription as well?

Yes, and you should.

Times have changed within the last week, guys and gals.

Yeah, I'm telling you, there's two types of people watching this: people that are vibe coding already, and if so, they're, they're probably paying a lot of money, um, or people that have kind of heard of it, they don't really know what it is. Whether you're A or B, you will save a ton of money doing it in here and have just as good, if if not a better experience in doing so.

Wow.

Like, this is functional. The first thing I said yesterday was it's never been easier to create apps and products. Like, I'm sorry, like, coders, developers, engineers, but your job got taken first because it's a very binary thing. It's literally binary. It's, it's a— and it's ones and zeros. And so AI is like, oh, all day I can build that. Now granted, major asterisk, you can't just vibe code anything you want perfectly like that. I'm building a— I'm actually building a QuickBooks alternative right now, and we're not vibe coding it because there's regulation and it's super complex. And we're using AI as a helper to like generate, you know, fix bugs and stuff. But it's just not the type of site you can vibe code. But I would say 80 to 90% of tools or apps that you want, whether it's literally a mobile app on Android or iPhone or a web app or a Chrome extension, with enough like trial and error and learning and pulling your hair out, you can, you can build it with AI. Um, so yeah, sorry, full circle. The harder part now is marketing, is distribution. And so the whole thesis of these— this 2-day thing is build an audience, even if it's 100 people. Build an audience. No niche is too small. As long as they're loyal, they're valuable. And then figure out what and how to sell to them. So what I'm gonna do here is I just asked Claude in a different window to generate dummy data. So this is all fake data, it's like a pretend bank statement. I'm going to download it.

Okay, so what are we looking at here? You have dummy data that you generated from wherever.

Yep, yep. And then I, I put it in a PDF, I uploaded it here, I click Generate P&L. It's working. I mean, look, the user interface is pretty slick. And there it is. Now you can see, all right, well, that's a little off-centered. Okay, but you've got red, you've got green, net operating income. Pretty dang good. I mean, I'm showing you everything I've prompted. This is, this is a one-shot prompt. But now let's say I want to fix this. I'm just going to screenshot this and then drag it over here and say the words are off-centered, fix it. Just show it what you're talking about and it's fixing it. And look, it fixed our problem. Oh wow, 45 seconds.

Wow, it's about to be the Wild Wild West before we know it.

Yeah, and then we can just say Um, let's see. So it said fixed it, yada yada, it was overflowing the card container, yada yada. And I said paywall the entire site behind a subscribe form. And what's cool about this is we don't need to use Zapier and Lead Connect and all these third-party tools to like get all of these contacts back into HighLevel. It's already in HighLevel. So if we, if we want this to be a free tool, just like this could be a lead magnet. Lead magnets can be more complex than ever because it's so easy to build apps. So just because you have an app doesn't mean it's worth $97. Like, if anyone can vibe code this, it's probably worth less today, right? So make it like overdeliver. Alex Hormozi says make an offer like so good that they feel stupid saying no to, and say, hey, replace QuickBooks for free, all I need is your email. And then look, with one prompt, block the site behind a subscribe form, and then now these people will automatically be added as contacts into GoHighLevel frictionlessly.

That's insane. You know, my, my heart is like skipping beats because I'm— part of me, I'm like unlocking the amount of possibilities here. So Chris, my question to you is, why have the lead magnet then? We can just drive people directly to a software subscription, right? Or do you think that's not smart to do with cold traffic just from content you create on TikTok or Instagram? Would it— like, what is your marketing thought thought telling you.

Well, I'm gonna quiz you, Paulson. Time for a pop quiz. Okay, do you remember what my catchphrase is that I want to tattoo to my forehead? It's—

you did talk to me, remember?

Oh man, drugs are involved. Yeah, yeah, yeah.

You test everything but drugs.

There it is. Test everything except drugs. So, uh, PDF lead magnet? Sure. Google Doc? Yeah. Uh, Vibe Code app? Absolutely. Like, yes to all of it. Test all of it. Like, never ever ever stop testing. Like, we want a lot of hooks in the water. It doesn't have to look one way. Um, the, the, uh, effectiveness and the efficiency of your growth hack is directly correlated to its lifespan. Okay, so you might start testing stuff and go HighLevel and, and find, like, have this huge light bulb genius moment where you're like, oh my gosh, my conversion rate just jumped from 2% to 18% because of this little change I made to my Instagram automation. This is a cheat code. Oh my gosh. The more of a cheat your cheat code is, the smaller its lifespan. That's just like a law of the universe. And so once you unlock something big, don't just like rest on your laurels and like be grateful that your life is forever changed. Like, don't stop. Keep moving. Keep testing. Like, let that one keep running. Don't shut it off just because you're afraid that the world will shut it off. Just keep planting seeds, planting hooks, and monitoring them, and just keep making small changes along the way.

I love it. What are some final thoughts that you would give us as we kind of close out the 2-day workshop? I know there's a ton of people in here that are brand new in their world of entrepreneurship. Maybe they're still at their 9 to 5 right now as they're watching during their lunch break, and, you know, they see 2 guys talking about all these things, and they're like trying to figure out how to make an airplane on the way down as they try to jump off the cliff. You know, I remember how scary that was 12 years ago. Um, can you speak to those people that are just in the beginning stages of starting a business?

I mean, you, you're going to learn 10 times faster by actually like selling and building than by like planning and researching and reading. Um, you just have to ship the thing. You got to press publish. You got to stop worrying what people think about you. Um, there's too many distractions nowadays for people to be thinking about you in the first place. Just build, ship, Launch the thing. Stop researching, planning, learning, looking for feedback, looking for mentors. Like, you don't need a mentor. You just don't. Just build stuff and publish it, whether good, bad, ugly, doesn't matter. And you're just going to learn so much faster.

I love that, Chris. Well, from the HighLevel family and our leadership here, I want to say thank you to you. I appreciate you taking 2 days out of your business time and teaching a lot of the things that you're doing. and doing it very successfully. So thank you.

Happy to do it. This was a blast.

All right, man. For those of you that are watching still and you don't have a HighLevel trial for some reason, I don't know what to say. We'll see you on the next event. Bye for now.

See you guys.