My clients revenue dropped 20% in 30 days

All right, cool. We just finished a 30-day deep dive into why the fuck did our client's revenue drop 20% in less than a month, and we found some interesting info. Turns out that the thing that accidentally got turned off had no allocation to revenue previously. It did not ever have a level of urgency, as in like, you need to buy right now kind of thing. And it most certainly did not talk about features and benefits and, you know, us versus them or anything like that. The thing that he turned off— let me just close out some stuff— was the soap opera sequence, which is interesting. A soap opera sequence is an email sequence specifically designed to get somebody interested in buying your story. And I had no clue that a soap opera sequence could impact revenue as much as it did. And I've got the explainer on the other screen as I talk to you. But when I looked at the salesperson's notes, there was this trend of like more and more people who did not understand the founder story, more and more people who weren't like really interested or invested in the transformation. More and more people with less and less intensity and excitement of like doing something soon, right? It just felt like they were on the sales call because the reminders asked them to be on the sales call. And what's even more interesting is all the KPIs were the same. Cost per scheduled call, cost per show, the performing ads, everything was the same. But it turns out the client accidentally went in and turned off the soap opera sequence. And the reason he did that is he was going into it and updating the soap opera sequence. And what he did is the thing that I do, which is you toggle it on and then click save, but he did it too fast. And the save didn't save with the toggle on, which I've done in the past, right? I didn't know to look for it. So we turned it back on, and within 2 weeks, the salespeople were reporting back and And the numbers became the same in terms of like the interest, the intensity, the familiarity with the story, like all the KPIs that salespeople use to grade the quality of an individual, not necessarily the application. So I was like, oh, it's definitely the soap opera sequence without a shadow of a doubt. So I wanted to do this video to talk about a soap opera sequence, and I learned about a soap opera sequence and it came into my world because of Russell Brunson and specifically a fella called Dan Henry. I still remember Dan Henry's story, which is like, I got— I was a pizza boy. And I was like, I still remember that shit, right? And Russell Brunson's potato cannon, right? Still remember that shit. It was so impactful that 10 years later, I still remember the soap opera sequence itself. I remember the buildup, the emotions, and everything. And I've got his template that I'm looking at as I talk to you, 'cause I think it's really, really important. It's gonna start raining soon as well. So here's how soap opera sequence works. It's one email a day, every day for five days. As soon as somebody comes into your world, you give them the lead magnet or the digital product or something like that. That's one email, and then they drop out of that automation. They go immediately into the soap opera sequence. You have to update your soap opera sequence like once every six months, just to make sure it's kosher. And that's what this client was doing. Make sure to toggle it on, toggle it on, and then save it. There aren't really any KPIs in the actual email sequence itself that you need to be looking at in terms of like. Open rates or clicks or something like that, especially when you're doing in the beginning, you just want to have one. Later on, when you hire an email person, they can like futz around with open rates and things like that. But it's one email a day, every day for 5 days. And the first day is something called setting the stage. And I'm reading this right off of his stuff, right? That's typically like 500 to 800 words. And there isn't like a call to action or a reason to buy. There isn't really like urgency or scarcity. There's like you need to take action today type of thing. Bye bye bye. No, it's just a story. That's fine. And when I was originally writing my own soap opera sequence, and as I've done for clients, I'm almost always like, I know we're building something important, but holy shit doesn't feel like it right now, right? Because that's just setting the stage. That's email number one. Email number two is a high drama with a backstory and the things stopping you. Day 3 is the epiphany where they realize the one thing that matters. Then there's day 4 of hidden benefits and day 5, which is urgency and a call to action. Only on the last day, by the way, I'm gonna bring up the soap opera sequences that I've written for clients. Only on the last day is there actual like reason to take action. I go, that's fine by me, right? I have my bike shop email soap opera sequence right here. I wrote this for my bike shop client who was paying me $4,000 a month to run ads, and I realized pretty quickly we need to do email sequences, otherwise people are not buying. I wrote the soap opera sequence, and pretty quickly he was getting such great results, he went from $4,000 a month to $10,000 a month. This was pre-COVID money, so that's like a billion dollars, right? So I'm gonna walk you through that soap opera sequence. Day number 1, Subject line, chapter 1 of 5. The subject line says, hey, right? And then it says, hey Miami cyclists, this is Jeff and I want to welcome you to the bike shop name family. So Miller Cycling, right? It was 2 years ago that I decided against overwhelming odds— more about that later— to embark on the journey of changing the way cyclists and cycling shops interact with one another. What I mean is our staff knows cycling. They're not just trained salespeople. Because from the start, my goal has been to provide more value than what everyone else is charging for, and to find a happy medium between quality and price so that you can pursue your hobby without limits. And tomorrow, that's exactly what I'm gonna show you, and I'm gonna let you in on our best product that our competitors are charging more than 3 times for. My team thinks I'm crazy for doing this, but I don't care. I want us to get off on the right foot. Check out for my email— look out for my email tomorrow. Sound good? Good. You know, we'll talk tomorrow. Cool. That is the setting the stage. It doesn't have to be this like massive gigantic thing. It's just literally like, hey, this is what we're doing. That's it, right? If you have them claiming an offer, then halfway through you can say click here to confirm your offer, or click here to reserve your spot, or click here to get the thing that you bought, those kinds of things. There's a way to incorporate that into your soap opera sequence if you want to. It's not recommended, or sorry, it's not required, but is recommended. That's fine. But the important part, let me bring up the chart again, is the next stage. So that was just setting the stage. The next thing is the high drama, the backstory, the wall. The interesting part is like, I still believe that nobody reads emails, but I remember my client at the bike shop saying people printed out the email, read it, circled it, brought it back in and said that Is this true? And I go, okay, people buy this shit, right? So I'm gonna read you chapter 2 of the soap opera sequence that we wrote for the bike shop. It's dramatic, right? So chapter 2 is, I sat in the middle of a large university classroom more than 6,000 miles away from home. My anxiety was going to strangle me to death. There was this sense of regret eating away from my insides. I wanted to scream, to even cry. I'm a fake. I'm an imposter. I do not belong here. I wanted to quit. See, sitting here in this business class in university name, I would be the first person in my family to complete a four-year degree, which is true, right? I looked to my left. I looked to my right. Everyone around me had been raised in privilege, but I was nothing like them. I can't do this. You see, my family and I are from a insert South American country here. We grew up simple, and my father was an entrepreneur himself. He owned a grocery store, but things are different back home. So this story continues on for, I think, a grand total of 3 pages, where it's literally the client telling the future lead the client's story. This is why people printed it out and came in and said, "Is this true?" And then they bought $5,000, $8,000, $10,000 bikes. I'm not joking. This is a fucking fact with a capital F. Again, soap opera sequences, setting the stage and high drama and stuff like that. The third part of a soap opera sequence is the epiphany or the one thing. This is where we start to get very copywriting. The epiphany or the one thing or the one realization should line up with your product or service. So the epiphany is like, oh my God, if I just— this is the fun one— if I just ate my ice cream 1 hour after dinner, I could lose 5 pounds in a month. Now all they have to do is just eat their ice cream 30 minutes after dinner. Easy, right? If I just simply took this one powder pill, my fiber, every single day, I would lose the equivalent of 10 pounds every year without changing anything about me. Oh my God, the epiphany. So they would be selling a fiber pill, right? For advertising and me selling marketing services, the epiphany would be if I just figured out a way to get more people into my store, And raising their hand and saying, "Can we talk?" I know beyond a shadow of a doubt that I can make the math work, and I could ultimately grow my business and hit a million dollars a month. Cool. So then they're like, "All right, I just got to get one person in my store who can do that." Jeff can, right? So the the structuring of the epiphany moment is where you start to get like a little bit. You got to think a little bit. It needs to line up with your product. It needs to line up with your service. Taxes, personal fitness, private label supplement, private label white label supplements. That's the right, I don't know, something like that. You have to tie in chapter number 3 to your product and service, right? That's by far the single best thing to do. I'm gonna read one for my, let's see if I can find my chiropractor one. Do do do. No, I don't want to do that one. All right, let's look at. I wonder if the one that I wrote for me is in here. Car wash soap opera sequence. Oh, it's so good. I love this one. I did a soap opera sequence for a fucking car wash. Yeah. Okay, cool. Yeah, so the, the third is exclusively the epiphany, and I can't read the epiphanies. All of them have like a lot of client detail, which would like just destroy the story. But again, it's maybe 3 or 4 paragraphs. The big realization is, oh my god, if I just did this one thing. And for me buying Dan Hendry stuff, my epiphany was like, okay, if I just figured out Facebook ads, then I could make $1 million, right? With Russell Brunson, the epiphany is, you know, just nailing that one funnel. For some of my clients, the epiphany is if I could just figure out the tax code, then I could stop spending, you know, $100,000 a month on taxes or whatever the number happens to be. The interesting part, by the way, is with chapter 4 is the hidden benefits, because it's not just about the money part. There's other things as well, which are usually stronger motivators. So there's 3 motivators or 3 things. There's health, wealth, and relationships. If you lined up everybody's actions on the planet, they would either fall into one of these buckets or supporting of one of these buckets, even if you think people are fucking crazy. So for example, I'll see people entering food eating contests where they almost die. Like, are you fucking insane? You're risking your health. Yeah, but they're gaining social status and they're getting better relationships. Mm-hmm. That's what I mean. It's better for you. I will see marathoners do 26.2 miles and almost die, and they're directly destroying their health, but there's a chance they could be on stage and getting that award. Again, social status, right? So there's a hierarchy, by the way. It's like always social status, then it is health, and then it is wealth. And it's always surprising that wealth is at the bottom, but as you think about it, you go like, yeah, that kind of like lines up, right? So there is a hierarchy, but it's not like an extreme hierarchy. It's like, it's like here, here, and here. They're pretty close. So if you just pick one, it's fine. And so with the hidden benefits, it's not just the money part. That's just one of the three. There are other hidden benefits. So one of the hidden benefits of writing a soap opera sequence—it's not just the money, but you will end up being recognized on the street. People print out the emails and read in front of you, like I mentioned earlier. Right? There was a hidden benefit that I was actually incorporating into the video. Ha ha! Isn't that fun? Right? Hidden benefits of your taxes is you get to not just save money. But you get to go to your barbecue at your friend's house and brag about how little money you spent on taxes. And then you get to take your savings and use it to buy a personal trainer for your wife. Oh my God, we hit all 3. So the hidden benefits, that's chapter number 4. It's not just the money part, it's the other ones as well and how they directly affect your friends and your family. So if you are in, let's just say the tax game, and I have a lot of clients in the tax game, It's not just saving money for yourself, but it's also saving money for your family and your friends and all that stuff. That's still money. I'm not gonna say that twice. It needs to be— you're gonna save money for your family, and then you're actually going to remove the biggest reason couples get into fights, which is the money part. So now it's money and also better relationships. And with the money that you saved, you could even go ahead and splurge on getting someone to clean your house. So that you're not just healthier, but you can also take those 2 hours a week that you would have cleaned your house and then go ahead and, I don't know, exercise as a family or something like that. So you want to hit as many as you can. That works really, really well. Finally is the urgency or the scarcity. This is by far the easiest thing to do. We understand it completely, right? In that urgency or that scarcity, You could talk about how the opportunity that is going away, the gift certificate is going away, the scheduling is going away, the bonuses are going away, our prices will increase, we're running out of stock, that kind of stuff, right? So for example, with the bike shop, the urgency at the end was if you want to get this blank light combo later, you'll have to pay at least $170 for the entire combo, but I might put it back at its regular price of $113. So if you wanna take me up on this offer and get your light combo for at a discount, click here and see how much we charge for you. Again, this is limited time only, only for the next 24 hours. What we've discovered is the vast majority of people who click on that link don't buy it, but it makes them realize that they can buy stuff. So we've tracked this, and what'll happen is a lead will come in and they won't buy any bikes, but they can go through that email sequence. They open it. We saw this in ActiveCampaign. And they will read the emails. They'll go and click on the link on that urgency and that scarcity chapter number five. They don't buy. Three weeks later, they show up in the client's POS system. See what I mean? So having the urgency or the scarcity of the call to action is present, but it's minimal. It's at the last part of the the email sequence, and the chances of people buying are small, but it gets them to realize that they should be buying. And if you run a business that lasts more than 5 days, you know, this is particularly useful to you. So again, the reason why I was sending out this video recording is because I just finished the sit-down with a client. We're trying to figure out why their revenue dropped 20 points in 30 days. It turns out it's exclusively and entirely because they accidentally turned off their soap opera sequence. That reminded me to tell you how powerful soap opera sequences is. I gave you some examples of soap opera sequence and I spoke them out. You can ask your AI assistant to create a soap opera sequence. You can Google sample soap opera sequences, customize it for your client. Just send that shit out. I don't care if you're selling a low ticket, high ticket, middle ticket, info product, schedule service, whatever the fuck it is. You're going to give them the thing that they bought and then drop them into an email sequence. You're going to update it every 6 months, which is fine because you make so much fucking money, it doesn't even matter. And one of the hidden benefits, see what I did, is that your client's clients will print this out, give it to your client, and say, is this true? And that's gonna make you look like a fucking genius, right? So that's it for this video. See you later, peace out, bye. Bye.