24 appts for $63 each vs "My ads keep sputtering for $800 per schedule"

We have a client right now doing $60 appointments for their $10,000 service. And I'm gonna refresh that because sometimes my marketing brain just says things that are like close, and then somebody says you're wrong. I'm like, okay, well, usually. So I'll read the stats off right now. Today we've done 8 schedules for $105. Yesterday was 14 schedules for $155. That was the same client, by the way. Let me bring up a different client. This new client today has gotten 5 appointments for $48. Yesterday was 10 appointments for $66. And on October 13th, they got 9 appointments for $69. This is record lows in terms of cost per appointment. And the reason I'm doing this video is because earlier today I was on the phone with a client whose ads are stopped or feel very sputtery, or they're just not getting any appointments at all. And I think there's a substantial difference between landing pages that just pump out appointments all fucking day long and landing pages that sputter. It's usually not— I might sneeze. There we go. Here's your dad sneeze for you. And it's usually not a messaging thing. In this case, it's specifically not a messaging thing. It's definitely a landing page thing. And I'm going to walk you through my recommendations to this client so they can go from sputtering with their schedules, effectively $600 to $800 cost per schedule, down to consistent, reliable, and predictable schedules. Like this client right here who on October 13th got 9 appointments for $69. You know, fuck it, let's just say from the 13th to the 15th, you know, they got 24 appointments for $63 a pop. You know, how do you go from stuff that sputters to stuff that feels super smooth? And in this particular case, I'm gonna ignore the landing page, ignore the ad and the message and targeting, and specifically the landing page because it's come up a couple times. The landing pages that people come to me when they have ads that are not working feel like we're trying to get married. It feels like it was written in a format that is particularly feminine, and I don't mean that in a disparaging manner. What I mean is typically a masculine landing page has like 1 or 2 or 3 words and a button, and a feminine landing page tends to explain everything. All at once. And for a stranger, it's really, really hard to consume 5, 6, 7 scrolls of information, a very dense, tight text where everything is shown to you all at once. It's very easy for a stranger to agree to 1 or 2 or 3 sentences and a button. And when I look at my clients who have landing page struggles and cost per schedule struggles, and marketing that doesn't seem to flow as easily as it should, they're typically doing very feminine landing pages. And that means a lot of fucking text, a lot of talking, a lot of stuff going on. They have a lot of pictures, a lot of— it feels like it's a fucking webinar on that landing page, like a lot of sections, a lot of ideas, a lot of communications, a lot of messaging. And that landing page goes on and on and on and on and on. Now the philosophy there, Is the following. They'll say something like, but Jeff, these people need to understand everything before I talk to them. And I go, they don't at all. Or Jeff, I really want to make sure they're qualified. And I go, okay, but this isn't doing it. Or they'll say, Jeff, but my direct competitors have all this stuff on their landing page. And I go, okay. Right. The end result is you can justify your long-form heavy talk landing page all you want, it's still not performing the way it should. And you know this, you're just trying to justify it. It's the equivalent of like, you know, I can't go to the gym because it doesn't fit my schedule. You're right, it doesn't fit in your schedule. Well, I can't do this because of XYZ. You're right, you can't because of XYZ. The question you should be asking yourself is, if I made it work, would it work as well as I want it to? So generally, like, the confusion and the frustration when I say that is, but Jeff, they need to see all my results. And I go, they don't need to see that before they schedule. They should see that after they schedule, not before. But Jeff, there's a lot of who this is for and who this is not for. Okay, that should be handled on the ads side and how you communicate, not on the landing page. But Jeff, I need them to understand the founder story. And no, you don't. Nope. I have landing pages that pump out $66 appointments that have no VSL on them. The appointments, or the clients that do have a VSL are pumping out $110 schedules, and they have a 2.5-minute VSL, not a 30-minute VSL. The continued counterpoint of somebody who has a very feminine, overly talking, overly dense landing page is they'll say, well, I wanna make sure that my cost per qualified schedule or my cost per Or my revenue per call is good, or I want to make it easy on the salespeople. So I'm going to squeeze the marketing so there's flow with the salespeople. And I go, nope, not at all. If you want to talk to a happy salesperson, they have 10 appointments on their schedule every single day. They have a 2 to 3 minute additional video that they send out or 2 to 3 60-second reels, and they handle objections like a fucking salesperson. And when you bring in your sales challenges into your marketing, you are misconfigured or conflating, is that the wrong word? You are mixing ideas, right? Your advertising problems should remain advertising problems. Your landing page problems should be landing page problems. Your setting problems should be setting problems, and your sales problems should be sales problems. You should not be bringing in sales problems into your advertising or landing pages. They need to remain sales problems. So if it turns out your salesperson or you have to deal with a 30 to 45 minute sales call that really grinds your fucking gears, where you're like, I can't believe I'm having the same fucking conversation again, or this person doesn't suck the dick of my ghost past about the throne that I sit on and how amazing I am, that is a sales problem, not a marketing problem, not a landing page problem, not a setting problem, not an advertising problem. It's a sales problem. If you don't enjoy the sales conversations, don't be a salesperson. Hire a salesperson, pay them X dollars per close, and have them sit in the sales seat and have them enjoy doing the same steps again and again and again. Just like you find joy in opening up Ads Manager and building a landing page, and you don't find joy in the sales page— or sorry, in the sales call— it's vice versa for them. They hate business.facebook.com, they hate your landing page, and they love having the same conversation again and again. Makes them feel like an expert. Cool. If you are If you have a incongruency— I'm making up words today, I haven't had enough coffee— between these pillars, you will have a very dysfunctional campaign that starts, stops, and has a whole bunch of shit. So again, as a philosophy, when I talk to my clients who are doing $63 appointments for 24 appointments in 3 days, that's 8 per day. That is packed, right? That is a packed fucking sales calendar. Those salespeople are very happy to have the same conversations again and again. And I can get to that point because my landing pages say very, very little. I'm talking 1 or 2 or 3 sentences, a button, and/or a 2-minute, 2-minute and 30-second, or 3-minute VSL. That's it. The whole purpose of that is to get them to book a call. It's not for them to absorb all the information all at once. It's not for them to fall in love with you. It's not for them to hear your founder's story. It's not for them to watch a 20-minute sucker, a 20-minute VSL. The whole purpose of them is to go on the second date, which is your sales call or your setting call, right? It's not for them to fall wildly in love with you and say, you know, I'm so devoted to this stranger that I will be watching and listening and consuming, you know, effectively 2 hours worth of information. No, that is an overly feminine landing page that produces $600 to $800 cost per booked call and sputters. If you figure out how to be more masculine with your wording, your messaging, your landing pages, which are all effectively about hunting one rabbit at one time, getting somebody to agree on one thing one time, and moving in a sequence of agreements, you're likely gonna have better results from your marketing and your sales and produce, you know, $1 million a month like my client is, because they have very, very little on their landing page. And they let salespeople do salespeople stuff, setting people do setting stuff. Ad people do ad stuff, landing page stuff, and be landing page stuff. So again, as a general philosophy, when I finished the call with a client who had sputtering ads, or $600 to $800 cost per schedule that was on again and off again and would completely stop, it has a lot to do not with— and in this particular case, right, nothing to do with the ads themselves, but everything to do with the landing page where there's just simply too much information on that landing page. We're trying to get them to agree to too many things. Because the founder or the offer owner was the person taking sales calls, and founders or owners or marketing people should not be on sales calls because the thing that makes you good at marketing and foundering is the thing that makes you bad at sales and vice versa. You should not be a product person on a sales call. You're not gonna have a good time. And so what they tried to do is they tried to solve their sales problems by updating their landing page with more and more and more and more and more and more stuff. And as they did that, they started to spin in the incorrect direction. And reach a point where they put so much information their landing page no longer converted, and then they kept adding more of it with like a bigger guarantee and more attention when it really should be a scenario of addition by subtraction. Based upon my recommendation to that client, they would always fight me and then they would say, well, what about this landing page? You know, if you scroll down, there's 5 or 6 scrolls of additional information. I go, okay. Well, A, you're not that person. B, you're just providing proof to me that what you're doing is skipping 4 or 5 steps. Because if you go to the history of this landing page, I know they started with very little information, and then as it performed, they started to add stuff, not the other way around, right? So they didn't start with everything, and they didn't skip a step, and then they just slowly over time, because their biggest hurdle or their biggest bottleneck was client information, so they just added a line or a section, waited a week, the numbers are good, cool, then you add another section, you wait a week, cool, add another section, wait a week. Don't get focused on the fact that I'm saying wait a week, wait 2 weeks, 3 weeks, or a day, whatever it is, but just making sure that your cost per schedule is fair and it doesn't sputter, 'cause if it does and you adjust the landing page, that's the problem. And so in this particular case, the counterpoint to me telling this client was that they showed a fucking thing But what's interesting is above the fold, it was very, very clean, very, very clear, literally just 2 or 3 lines, name, number, and email, and then a book a call. And when you scroll down, you saw the additional information. But again, as a general philosophy, your ads and your landing pages should do one thing, which is get attention. Your landing page should do one thing, which is schedule a date. And then the date is your sales call. That's it. If you are flustered or challenged with a 50% show rate, 30% close rate, don't be the salesperson. Be something else. That's it, right? If you're taking feedback from your sales team and trying to adjust the marketing, you're taking a sales situation and then adjusting marketing behind it. Incorrect. Sales problems need to be sales problems. Marketing problems need to be marketing problems. If a sales team is reporting back to you a show rate that is declining, Then we have to adjust our sequence. If the sales team is reporting back to you objections, okay, then we need to create objection handling advertising, not fuck up the marketing and the landing page that is producing $60 appointments. Leave that shit alone, right? That's it for this rant. I hope that made sense, and if it doesn't, you know, do more research and go make some money. That's it, peace out, bye. Bye.