Sell the idea before the product. The speaker runs ads for an "offer shell" concept rather than a concrete product, letting people buy into the idea first. This creates a self-liquidating funnel that generates revenue without needing deep advertising expertise.
If you first want to get people into a product, if you want to sell them a product first, it's gonna be tough or tougher than if you sell them an idea first. So I'll give you an example. I'm currently running ads. I don't know much about ads, but the ads are selling an offer shell related product, and currently it's self-liquidating. So it's doing fine, right? The ad itself, it's not about selling a product, It's to get them to buy into the idea of the offer shell. And from that, me, a complete newbie in ads, can create a self-liquidating funnel even though it's, you know, I've never done it properly. It's because in order to get buyers, you first need buy-in. And the easiest way to do that is by selling an idea because selling an idea is automatic. It's, it's not like an offer that people like have to consciously decide whether they want to take it or not. When you sell an idea, people see it and immediately they're like, I buy into it or I don't.
