In this blunt, profanity‑laden monologue, Jacob Morgan debunks the common belief among dog trainers and small service‑business owners that chasing social‑media vanity metrics (followers, views) will automatically generate revenue. He explains that even massive view counts translate to negligible income and that the real driver of profit is a well‑designed sales funnel. Morgan outlines a basic funnel—socials → landing page → consult → sale—and shows how each stage is leaking revenue when poorly executed: low‑quality, “dog‑shit” websites produce abysmal conversion rates; consults where the trainer dominates the conversation convert far less (backed by analysis of 250 consultations at Yorkshire Canine Academy, revealing a direct negative correlation between trainer talk‑time and sales); and pricing models that rely on $50 one‑off sessions cap client value. He argues for higher‑priced solution packages ($500‑$3,000) and a streamlined system that converts a small, qualified audience into substantial monthly revenue (e.g., 10 clients at $1,000 each = $10K/month). Morgan concludes by urging viewers to stop chasing metrics and instead focus on building effective business systems, offering to create deeper videos on each funnel stage if there’s demand.
Chapters
So many of you come to me and ask me, how do I grow on social media? How do I gain more followers, more traction, more views, blah, blah, blah? I think you've all got in your fucking head that the idea of just like gaining followers and, you know, social media in general is going to just plow money into your fucking pockets. Let me give you some context. You can have about 10 million views a month on Instagram. They're going to pay you maybe like $1,000. Right. 10 million views. Do you understand how fucking hard that is? We've got like almost 500,000 followers and we average like 2 to 4 million views, like next to nothing in revenue from social media. However, that's not the purpose of social media. If you're a business owner, if you're a service business owner, if you're a dog trainer, however, most of you are getting like one of the most core concepts monumentally, absolutely fucked. And it's posting every single day. It's prioritizing status metrics on social media. Thinking that's going to help you grow your business. I've worked with mentees that do £5,000, £10,000, £15,000 a month off less than 1,000 followers, less than 500 followers in some instances, because they've actually got a system after the fact. But so many of you have such broken systems after people follow you and nowhere actually to funnel people into that you need like the million views a month, the 2 million views a month, the 5 million views a month, just because of, in hopes that someone accidentally falls through the crack and becomes a client. So let me just give you like a visual representation of this. We've got a basic funnel, right? You've all seen funnels before. And each level of that funnel, we'll just like talk through a basic one. We've got socials, which is like your Instagram or whatever. We'll just do IG for the sake of this video. And then from socials, let's say we're just sending people to a landing page. Or a lot of you are using dogshit websites, which is for a whole other video, instead of like a well-formulated landing page. And then we might have some sort of consult, initial consult, maybe we're booking from. And then we've got sale itself, right? Now, because of this process is exceptionally inefficient and we're leaking out, right? It requires us to act like a fucking monkey with the fucking symbols on a daily basis to get so many people up here to accommodate for our poor systems on the back end. So if your website's dogshit and your conversion rate of your website is absolutely fractional comparatively to what it should be, because if you haven't bothered to look at landing page practices and you've just got a dogshit website that says, we offer a million different services and help with a million different problems, and it doesn't appeal to anyone, well, yeah, maybe you send 100 people there, one might convert, right? It should be maybe 5 to 10% of people. But if your conversion of your website is absolutely fucked, then of course we have to sing and dance and do like donkey work on social media to gain traction through hundreds of thousands, if not millions of people, in hopes that people get there. And then even our consult process, for a lot of you, you completely fuck your consult process. You try and train your dogs in consults. You try and give people solutions. You overwhelm people. You talk for the majority of the consult. Here's an interesting fact. We've just analyzed 250 consultations here at Yorkshire Canine Academy. The more you talk as a dog trainer, the less likely you are to convert that person into a paying client. And it's directly correlative. We've recorded them all. We analyzed every single call out of 250, and it's directly correlative. The more the trainer talks, the less likely they are going to make the sale. And so if your conversion rate of your consult, because you won't shut the fuck up, is 20%, well, now we fuck our numbers even more, right? We fuck our numbers even more because we got 100,000 people, a conversion rate on the website shit to actually book in a consult, and then the consult rate is absolutely terrible because of the consult we're only converting 20% where it should be nearer 60%. And then don't get me started on the sale. Some of you are, you know, I've talked about this a million times in sessions, right? In videos and webinars and stuff like that. You're charging one-off sessions, $50 a session, right? And so your average customer value is like $50. Right. We all know we shouldn't be selling sessions. We should be selling solutions. And those solutions need to be anywhere from $500 to $2,000 to $3,000. Right. And so if we look at this funnel now, whereas 100,000 people here, a fraction, a tiny fraction, because this stage isn't optimized, are coming through to our website, are booking a consult, and then from consult we're only converting 20% because we don't know how to conduct consults. And of those 20%, They're paying fractional prices like $50 a session. Yeah, for 100,000 people, we're going to make maybe a couple of hundred bucks. But if we optimize this process and we got 1,000 people, but 10% convert 100, and then from there we do a— I don't know, let's say 1,000 people, 2% convert 20 people, we get 20 consults, we convert, I don't know, let's say 50% of them conservatively. 10 people, we charge $1,000 each. Well, there's your 10K month, right? Very, very simple. It's not a social media problem. You don't need more followers. You need the system after the followers. You don't know how to do consults. You don't know how to create an offer, and your website is absolutely dogshit. If you want me to do a comprehensive video on each one of these, let me know in the comments. Unfortunately, we've run out of time today. People are coming to use this room, but please stop chasing vanity metrics on social media. You need to learn how to run a business.
