Dean Graziosi Fixes Her "Break-Even" Ad Funnel in 20 Mins

What most people do is when an ad campaign doesn't work, they shoot new ads. You really gotta start from the end in mind. You really gotta know the lifetime value of your client 'cause that'll tell you what you can afford to spend on the front. If you're really gonna scale, you know who wins in ads? I've said it before. Who wins with ads? The one that can afford the most. If you know the lifetime value of your client over a year is, $1,000 and your competition doesn't, they might be trying to break even on the front. You could lose money on the front because, you know, over a year they're more valuable to you. What's going on?

It's going really well.

Good.

I'm listening to you like proper. Oh, good. I'm running ads. I'm running ads. Great. So now it's time to win the game because first we were losing a little bit of money. Yeah. Now I'm in the self-liquidating state.

Look at you.

Yeah. Yeah. That feels good, doesn't it? Yeah, it does. So So I mean, it sounds like I'm doing this now for half a year. We're doing it for a month and I spent like $1,500 and I earned $1,500. So now the game is how do I get profitable through that in a way that is like super strategic? Because I feel like if we keep doing this and I have like my measurements in order and we're optimizing, it will happen.

So tell me.

Yeah.

All right, I'm gonna go. You can sit. Just hang out up here. Ivo started it. Okay, so—

Yeah.

So you run an ad.

Yeah.

You run ads. It drives to what?

A masterclass.

A free masterclass?

Yeah, yeah.

Okay.

And then there's like the one-time offer.

Look at you, such a good student.

I'm really listening.

You actually listen. Yes.

I like that. I'm so excited. Oh, we're going to do so well this year.

Okay. Okay. Free masterclass. What do you offer at the masterclass? This is for everybody, obviously. Okay. What do you offer at the masterclass?

The Speaking Academy.

On the way in, you have a one-time offer?

Yeah. So right now the one-time offer goes to confidence. Which has not been really converting well because the self-liquidating. I'm also so—

How much is that?

€22. And now I changed it to a podcast because my hallucination was like, it's about like getting on stage and doing all these things. And it's based on a desire to speak. And it's not so much like, are you afraid of speaking?

Then we have— So what is, tell me what the pitch is to join the masterclass. What are they gonna learn?

Yeah, so they're gonna learn how to communicate so it lands. That's basically the main promise.

Communicate.

Like you have a message, it's unclear, it's not landing.

So join the masterclass so you can learn how to communicate and make it clear.

Yes.

Right, so what usually works best is something that amplifies the thing you told them.

Yes. Right? Yeah.

So communicate, confidence is a good one. What's the podcast?

Yeah, so the idea for the podcast is, okay, you're gonna learn how to, you know, communicate, but I mean, you want to get on stage. So this is the fastest way to get on stage that also helps you clarify your message.

Okay, have you launched it yet?

No, so—

So you're gonna test it?

We just recorded, now we're in the editing stuff.

And now is this created as an order bump an upsell?

What is the difference for you?

An order bump would be right on the page, so you're checking out.

Yeah.

Well, this is free, the masterclass, right?

Yeah, yeah, yeah. So then they get the confirmation, it's like, but you have an opportunity.

Okay. Okay. And what, what percentage are taking this one?

Very low. So right now, uh, 2 people took it and we have like almost 600 opt-ins.

Yeah, so it's not working.

So it's super, yeah.

It's not working at all.

So now we have the podcast, so I would wanna test out.

I would test the podcast, but I'd like to see where it is in the flow. So if I register for the class, as soon as I hit register, does it pop up?

Yeah, so it registers and then it goes now to a confirmation page that also has the wait for. So it's like, okay, so, oh my God, you got it.

Okay, is, I'm sorry, all these little details. Does the masterclass happen immediately or they gotta sign up for it?

Sign up for it.

And how far away is it?

Yeah, so right now, um, we do 2 every month— every 2— every 2 weeks. So maximum of like 13 days.

Okay, so here's what I would say is it could be anywhere from 13 days to 2 days, right? I mean, yeah, or could they— could— or do they go to the next one? Like, or like, if I— if it's happening tomorrow, if I sign up today, I can go tomorrow, right?

Yeah, so, so right now the next, for example, would be next week. On Wednesday and Thursday.

Okay, so I would consider whatever it is.

Yeah.

Do you do a video for this or is it just a—

We tested with a video that was like totally not working. So now I just change this with a copy and that is now one. So that's really good.

Okay. Just remember a couple of things that work. If this order bump or this upsell can amplify the experience at the event.

So what would be an idea then?

Like say you're doing the podcast. If I was doing, I would do a video.

Yeah.

Under 3 minutes, 2.5 minutes long. And there's, I'm gonna get in detail here. When you do an upsell, who's ever gonna have a funnel with an upsell in it? Raise your hand. Right? When you do it, one thing everybody forgets, and I even, is you need to, first confirm that the first decision they made was really powerful. Right? You know, you've learned, you've heard me say that a lot.

I have your transcripts, so I like rehearsed it.

Great. So tell them for everybody else, like one thing that I don't like and I see people, it doesn't convert, is like you registered for this even though it's free, you're taking your time. And if the upsell feels like it discredits the first thing, then you lose complete value. Right? So if I sell you, I always say, if I sold you a 3 Series BMW and you said yes here, And then the upsell was, yeah, you got a 3 Series, but eh, it's okay. You should get the 5 Series BMW. It's much better. Then you're like, well, why'd you sell me that thing in the first place? Without realizing it, you devalue yourself and you just put a bad taste in people's minds. So the one thing to always remember— I love that you're trying to self-liquidate— is you made an amazing decision to come to my masterclass. Oh my goodness, you are going to communicate. You are going to understand how to talk to people. It's going to shift your entire game. Thank you. And you're already in, make sure to put it in your calendar. I know your model and vice versa. But if you're like me and you wanna really amplify the experience, how'd you like to learn the secret of getting on podcasts? Because that's where speaking begins. I have a new training I just did. You can upgrade for $22. I'll see you on the next page. Right?

Yeah.

So that's how I would consider doing it. I know you know the model because you see what we do, but just keep trying the benefit-driven, because it'll help. Even if you get to 3% or 5% of the people, right? It'll work. Okay. So free masterclass. At the masterclass, what do you offer at the masterclass?

There's the Speaking Academy to a sales call. So during the masterclass, like 90 minutes, and then, um, I pitch the entire, uh, product including the price. And then I lead them to a sales call with the with the frame, you know, like not everybody comes in, which is really true. And then it's like a qualifier. So they, they hear value.

And how much is it?

Uh, $3,700.

Okay. And this is, what do you call this?

The Speaking Academy.

Speaking Academy. Okay. Do you know what percentage take that?

Uh, yes. I have my, I have my numbers.

You did. I like it. Look at you. You have your numbers.

Yeah. Yeah. I was like, I'm not going to not know them again. So look at this. So this is everything. We have like, what is it?

Calls show up, calls booked.

So it's a little—

So you picked all these?

So, oh yeah. So right now, so right now we have From all of this, what we've done now, we have one sale, which was the downsell basically.

Okay.

So no one.

Okay.

From this funnel right now. Last year we did a different one.

Okay, so here's what I'd say is, you know how to mess with this to get it better, right?

Yeah.

I mean, it's really just trying.

Yeah.

It's ideation.

Okay.

Right? You're gonna have to spend money. It's great that you're self-liquidating, so keep spending the money and keep testing.

Yeah.

And all of a sudden when it, When it ramps up, obviously you spend more money.

Yeah.

Right? 'Cause what most people do is when an ad campaign doesn't work, they shoot new ads, right? You really gotta start from the end in mind. You really gotta know the lifetime value of your client 'cause that'll tell you what you can afford to spend on the front. I know it seems kind of counterintuitive, but if you're really gonna scale, do you know who wins in ads? I've said it before. Who wins with ads? Yeah, one that could afford the most. If you know the lifetime value of your client over a year is $1,000 and your competition doesn't, they might be trying to break even on the front. You could lose money on the front 'cause you know over a year they're more valuable to you. So let's take this journey.

Yeah.

Keep working on this.

Okay.

Until—

It works.

It works.

And then what is the percentage that is like nice?

I would say 3%.

Oh, okay.

4%.

Okay.

For a $22 offer. Yeah.

Okay.

You could get higher than that, but I would shoot— let's shoot for 5% to start.

Okay.

That should be a goal.

Okay.

So then you go to 37 and there's a downsell.

Yeah. And that's like $997.

Where does that come?

In the sales call.

In the sales call.

Oh, and we have like in the email, like the after the 48 hours when they can book the call, they have the, if you, if you were thinking if there would be a way where it would be cheaper.

Yeah.

And this is the link. So right before I also did the sales call and now it becomes like very busy. So now we have like the email.

Okay. All right, great. So you have a downsell here. I was just gonna ask you something. If, You drive people, you give the price, you give all of it, you drive to a sales call.

Yeah.

They close the sales call. If they don't, they downsell them to $997.

Mm-hmm.

Okay. Is there a deadline for when they can get in?

Yes, right now we have a deadline for the sales call.

Right, that's great. And what is the deadline?

48 hours.

Great. Love it. So, and right now it's fresh, but right now you're self-liquidated up to here, is that it?

Yes.

Okay, so this is awesome because as you get better, you just start self-liquidating. Self-liquidating means pay your media budget, your advertising cost sooner than later, right? If you spend $1,000, it'd be nice to get $1,000 right away, and then any other money that comes in throughout the year is all profit. Right? Most people can't do that because they're like, I need profit now. And that's why a lot of people can't stay in the ad game. It's why you really got to— what I'm about to share with you makes it different. So if somebody is a buyer, let's just say they're in the buyer route. They, they, um, they buy $3,700 or the downsell, right? So they start the education, right?

Yeah.

They get a bootcamp. What, what, what do they get for the $3,700?

Uh, an 8-week, uh, uh, training, group training. And at the end they share their, their keynote on a, a real online stage that we facilitate.

I love it. I love it.

Super cool. Yeah.

So, so they go this way at the end of the 8 weeks, 6 weeks in, you're offering them what?

The Stage Academy.

The Stage Academy. Okay. And how many of these people, what percentage take Stage Academy?

Yeah, so right now we kind of like changed a little bit the models, but like I would say if I, if I would have to guess because I—

30?

Around like 20 to 30.

Okay.

Yeah, yeah.

So I would shoot for 30. That's a good number.

Okay.

Right, so I would shoot for 30%. So now this path, the reason why If you could be breakeven here, why you're going to be profitable is because they're going to go here. They love what she does. And 30%— how much is Stage Academy?

7.5.

$7,500.

$7,500.

Yeah. Right. So if you think about that, the math starts to build, right? Is there anything ever after that or no?

No, I did not do that anymore because I was like, oh, of course. But I do feel excited about the idea because from the 70% that doesn't take Stage Academy, we also redo Speaking Academy.

Okay.

For like a cheaper price. So then we kind of like help them.

Of course. So this is gonna, this is going here. And if, and that's buyers, let's just say buyers and then non-buyer has an option as well, right?

Yeah.

So this is why knowing your numbers is so important, right? Because now you could figure out just from the money you spent, And you could literally voice this into Claude and just tell it everything and it would give you the spreadsheet. I mean, it's insane.

Yeah.

But you could say, I spent $1,500 on ads, only had 2 people come in for $22. I had 1 person buy at $3,700 or a downsell at $997, whatever it is. And then if you think about that at scale, the buyers come up here, right? The buyers come up here and then they go in your buyer sequence and you know how much this is worth 'cause you know 25 or 30% take this. Maybe 10% take another option. And you can get this math, the lifetime value, from this path. But here's the cool part. And this is what I did for years. In fact, we just, there's a, do you guys see, who saw the big, anybody work in the big one? Did you see that crazy, that's a lot. I wrote a new book for Mastermind. It's called Impact. I really love the book. I'll make sure you all get it. We got an AI, I wrote 2 books this year. I haven't written a book in like 7 years. I wrote 2 this year. But I, my old book funnel, the Mastermind Millionaire Success Habits book funnel, I used to do 5,000 books a week and it was just unbelievable. We sold a million copies of that book because of exactly what I'm sharing with you guys. And I know we got lots of training, some of you have seen it, but the model worked so well that we're replicating it 8 years later, just updating a little and we're gonna launch the entire thing. 'Cause people come in for a book, it comes in free plus shipping, because this is what I wanna share with you that will change everything, is the non-buyers, you could start with, say, let's just start with a 90-day sequence that you could build.

Okay.

Let's just say it's a 90-day sequence, right? With that one, I ended up building a year sequence. And how it went for a year was 3 Vs and an O. Close Down, VVVO. Anybody know what that stands for? I don't know.

Yeah.

Ah. Value, value, value, offer. And I did it for, we had it, we built a whole year sequence out. And so they come in, they get a great free masterclass, they enjoy it, but I'm not ready for $3,700. Not even sure I want to be a speaker. Maybe I do, maybe I don't. So could you imagine they don't buy and, and you can't— don't get overwhelmed and try to do it all at once. Do this and then next month do this and next month do this. But imagine if the email to the non-buyer was, hey, I know you signed up. If you know they went, great. If you don't, you could just say, I know you signed up. I'm not even sure if you went. 'But you obviously had some interest, so I'd like to give you this valuable video. In 5 minutes, I think this could really shift your communication.' Value number 1. 'Do this second thing.' Value number 2. Third thing, 'I challenge you to go do this in public.' The fourth one, 'Hey, if you like that, let's get you started with this $97 product.' Mm.

Right?

And then if they say yes to the $97 product, then they convert back over here and go back up here for this offer.

Yeah.

Right? If they don't, the next month it's like, all right, you talked about podcasts. Let me show you 3 ways to get podcasts. We're gonna do a series this next week over 3 really powerful ways, all in 3-minute videos on how to get your first podcast. And then at the end, you offer them your podcast program for $87. If they don't buy, they go over here. If they buy, they go back into the buyer's funnel. And we did this and created a whole year of it. People would come in for a free plus shipping book at $7.99, and at the end of the year they were worth like $97.

Oh, wow.

So I could spend $40 to acquire a client because I knew that we would love on them and treat them good and they would buy stuff throughout the year. And everybody's like, how can you spend the money? I don't know if you remember when Millionaire Success Habits was running. It was probably annoying. It ran 24 hours a day, 7 days a week. We sold 5,000 to 7,000 books a week just through Facebook. It's because, and everybody's like, wow, you're making that much money selling the book? I actually lost $5 on every book I sold. But what I knew was when it goes into the machine at the end of the year, it was worth that. It's worth the discipline. And this is really important. And I see we all can lose it sometimes. We're like, oh, they didn't buy. Let's, let's get a downsell immediately, right? Where you just have the patience and go, you know, I'm not— I already tried selling them and I did a close-down sequence. Let me just give them value, right? Value, value, knock their socks off, low-ticket offer. And then sometimes some people want to go to high-ticket. There might be this, this one might be 3 values.

Yeah.

And you put them back to schedule an appointment for this.

Yeah.

Right?

Yeah. So you would skip the downsell and build this entire thing, be more patient, and then—

Well, if they're on the phone, I would still do the downsell.

Yeah.

Yeah. If they're on the phone, I would do the downsell. And you might wanna just go first, like downsell on the phone, but the people who don't, do the downsell here as the first thing after 3 value videos.

I see.

Right? And then this next one could be your podcast piece that's $47 just to get— like, here's the thing. If you know you deliver value for people, then I want to get them in so you know I treat you good. So if you're not at $3,700, you're not at $9,000, I want to give you something for $47 that you go to your friends at the coffee shop like, holy shit, you see what Dean and Tony gave me for $47? I got to get more of their stuff. Just think through that lens. And that's why you're doing a low ticket. You're not actually making much off that. You might make nothing. But it contributes to the overall and they get a taste for what you do and then they'll come back over here.

Yeah, this is very exciting. I totally see this working.

Right. So here's the thing. It might take you the next 4 months to figure this out. But what if you figure out that you're break even right here?

Yeah.

You're rich.

Yeah.

You're rich.

Yeah.

You print money.

Yeah.

While you— while you impact people's lives.

Yeah.

That's pretty cool. All right.

Yeah, this is good. Thank you. Thanks, Dean.

I get 10%, right? No, I'm kidding.