How we scaled an offer from zero to $41k/days with cold traffic (free 41-minute masterclass)

Hey what's up? It's Mattricleber here. Back with another video, back with another ugly ass Google Doc and I'm about to flood you with some surface gate game. Now today's video I'm going to be showing you how we published one of our clients most successful students in the micro business acquisition niche with the demo funnel and paid ads. This include the media buying, the creative, the strategy, the retargeting, the scaling, etc. And scaled a new offer from zero to what I like to call broken slot machine territory where this funnel was doing 20 to 41k days self sustaining all in less than 70 days. Now with this project we took care of the product ideation, the conversion mechanisms, the ads, the media buying, the sales systems, the backend recouping system and everything in between that ties into of course the sales and marketing departments. Now there's no false claims around here. Here you see 41k day here 20k day. Here you see another 20k day, another 10k day, another 20k day I believe. Here is a looker studio showing an 11.5 ROAS here screenshot 4.46 ROAS this funnel wasn't any profitable all through cold traffic mediums Meta especially now this following a to Z breakdown masterclass is going to be for you if you sell online education, online courses, coaching programs, online consultation, masterminds, whatever the mechanism is, or if you are an online coach course creator wanting to profitably diversify with cold traffic meta specifically keyword profitably. This masterclass is going to show you how to diversify profitably because or of course if you're the informed marketer wanted to make your clients more money with cold traffic and ads. Because most info marketers that can walk into a huge organic audience do a grand slam organic launch and collect catch right their audiences, they know like and trust them. It doesn't take many needle movers and many moving parts to make some cash right. Or anyone can walk into a warm email list, send a few emails, redirect to a proven sales page and make cash right. But not many informarketers especially can diversify with cold traffic. They are unable to effortlessly convince that cold prospect to pay high ticket with them. So this masterclass is going to bridge that gap. I'm not going to be holding anything back. So during this masterclass I'm going to be revealing how we found a blue ocean submarket and molded ourselves into goto authority figures which allowed us to charge 10,000 USD dollars for our done with you consultation programs through cold Traffic medium in being Meta how to craft a godfather offer that easily convinces cold prospects to buy an overview of the exact funnel architecture we used to achieve consistent 4 to 8x ROAS' on 100% cold traffic to know you over the campaign structures used and ads we scaled. I'm going to be walking you over our internal creative testing process, how we scale creatives and our ideologies and thinking processes surrounding creatives. You can of course ensure profitability. The main hurdles we ran into, the systems we installed to overcome the hurdles and maximize the profits and other quick lessons disclosing how to profitably run ads for your own education business. So if you sell online courses, coaching programs, masterminds, online consultation programs and you want to make money with culture traffic without worrying about you falling into unprofitability and your amex bill going through the roof, or if you're an info marketer wanting to make your clients a lot more money so you can get paid more with your revenue or profit share deals, this is of course for you. So the first bucket is unveiling. I'm going to quickly centrally align this picture of this whale in the blue ocean. So the first one how we found a blue ocean submarket and molded ourselves into go to authority figures providing x specific outcome to the market allowing us to show 10k done review programs to co leads. Now your market and offer are the cornerstones of your success as you should know. Right? So before we got to work with the funnel and ads and this is critical for you, you need to understand this fundamental lesson. You want to scale away through cold traffic. We had to understand the market we were serving to a t also mold ourselves into the dream ICP and craft a logical offer portfolio that would allow us to profitably run ads. So quick story around this project, this offer, the name of course of the client which I won't be disclosing came to us about publishing most successful student as he saw an uptrend in demand for teaching people how to succeed with a specific submarket of of the main business vehicle. This is similar to finding the become a cold traffic copywriter submarket within a big market in copywriting, right? We this client we ran a few live webinars for him a grand slam challenge and he was teaching people the business vehicle as a whole. Right? The entire business of business acquisition. This client who wanted of course to be published, he saw success with a specific teaching within business acquisition and we founded the Blue Ocean. Right? So similar to this example, we also found a submarket and this One here. The importance of this, right? The importance of finding the blue ocean market where you're placed in a market of one is that allows you to charge more as you're specialized, Right. If you teach every copywriter, every piece of copy and how to find clients in every single niche possible, there are many people that do that in the market, right? You're not specialized. People kind of see you as a. That you target everyone, right. It's not ideal. So with this, we were specific and it allowed us to charge more. This is why we were able to sell 10k programs, right? Teaching people fundamental copywriting is commoditized as there are so many people teaching it. Right? Right. So with this client, he was already teaching the broad teaching of business acquisition, right? But he found a specific pocket and there was no one else in the market teaching within this pocket. So this client, he was teaching business acquisition and boring business acquisition as a whole, right? Like laundromats, accounting firms and all these other businesses, Right. But this client who saw success, that joined his program, he acquired an accounting firm that was doing 2 million in annual recurring revenue, Right. And there was a huge demand for it because people inside the coaching program were asking for it. We done our own research and we noticed that there may be a super profitable opportunity on our sides if we teach people this specific way of acquiring businesses through cold traffic. Right. So yeah, we weren't second guessing the demand. Of course, we don't want to launch an offer to the market if there's no demand for it. But our clients, already existing students, were asking for it. They were messaging this successful client who joined, of course, our client's coaching program about how he done it, what's his main takeaways, like why he recommends this industry, etc. So that there was a demand internally. But before we launched, we also done our research, of course, for due diligence. And we also noticed that Google Trends was also displaying this uptrend in demand for buying accounting firms. Right? And our internal AI processes through extensive market researchers pointed back to a profitable launch, the benefits of acquiring an accounting firm, why accounting firms are superior to other boring businesses. And you kind of get the gist, right? All of this research, Emma, all of these lessons, it pointed back to a profitable launch. So we got to work. Me and of course my team and also our internal AI processes through extensive market research pointed back to a profitable launch. Like we were analyzing the pros, of course, of acquiring accounting firms, we came to conclusions on why accounting firms are superior to other boring businesses. And we all roads, they pointed back to a profitable launch. So we got to work, right? So here's how we of course found the Blue Ocean market within the big teaching of this, right? Back to the example. So it's kind of dumbed down, right? Is an example of this in the copywriting world could be finding the submarket of teaching copywriters on how to become cult traffic specific, right? That's a submarket because most copywriters, they teach every single piece of copy and every single niche, right? If you only teach, let's say copywriters who want to work with direct to consumer brands on how to become cultural copywriters, that's your submarket, you're now a specialized authority figure in the industry and you can charge a lot more, right? So we found this submarket and then of course the next thing was crafting that Blue Ocean esque offer, that Godfather offer that would allow us to of course show 10k programs for cold traffic, right? So what we've done is the next part of this is of course how we crafted this offer that easily convinced cold prospects to buy what we were offering. The first thing which you must understand, understand is with this entire offer, right? And any offer that, by the way, it doesn't matter what niche or what vertical you're entering, you need to speak directly to a core desire people are already spending money on with this. Our core desire was making more money by acquiring a recession proof business. This is a core desire because people always want to make money, right? But once again, it doesn't matter one issue if you're in the marriage niche, for example, right? Is a core desire to ensure that your marriage lasts. And people are already spending money on this for like marriage, like counseling, right? Or even fat loss, for example. Fat loss is a core desire because people want to lose fat and of course look better and more attractive. And people are already spending money on achieving this outcome. They're already buying supplements, they're likely seeking a zempic and buying all these other online coaching programs, right? You don't want to reinvent the wheel. So we spoke to this core desire, of course, especially making more money and more specifically buying a recession proof business that nets you $200,000 per year in semi passive income. Now the second one, we understood the transformation our prospects wanted and crafted an offer that chronologically, step by step, allowed the customers to experience the transformation, right? No matter what offer you're crafting, cold traffic, organic, it doesn't matter what traffic, medium, you're using your offer, it needs to take your customers on a chronological step by step process to achieve an X outcome. Right. In a copywriting industry, the chronological step by step process is of course harnessing the mindset, understanding what your services, becoming good in that service, finding people who benefit directly from through that service, outreaching to clients, signing them and fulfilling for them. Right? It's chronological. Our offer that we sold through cold traffic, it was also chronological. This was a low ticket product which we later on ascended into 10k, of course, coaching programs on the back end. But the low ticket was a crash course that had eight to 10 modules on seeing this outcome step by step. Right? Here's how you find your niche, here's how you get your LOI signed, et cetera, et cetera, et cetera, right? That's the next most important element that you must take into account. The third one is appealing to the new emotion by creating different mechanisms than they've tried before. Right? Business acquisition is of course a very broad niche, right? I mean, it's not as aware and sophisticated compared to like Amazon, fba, Airbnb and Shopify dropshipping, right? You target a more sophisticated icp. But even with them is they're likely being hit with ads from other gurus teaching business acquisition. Right? And then they seen this order down, like by boring businesses. We came to the market and presented this sales argument which appealed to the new emotion about buying specifically accounting firms. Then we came up with entire sales argument in why accounting firms are superior, right? And then when they saw this, it pulled to the new emotion because there was no one selling this mark selling an offer like this in the market before. But then they see accounting firms and they see the uptrends, they're kind of like, okay, this is pretty interesting. This is pretty new to me, right? So that's the next thing you need to appeal to the new emotion, especially if you want to sell through cold traffic. Now, the following principle is, we overcame limitations. Now, limitations, objections, same things, right? But the best offers, they always require very little belief in the people you're speaking to, right? With this one, we of course made it abundantly clear that you don't need certifications, they don't need degrees, they don't need business experience, etc. Now, if we didn't overcome the limitation of they don't need business experience, these people may subconsciously be thinking, of course, this sounds good, I want to buy this business, but I've never bought a business before and I've never studied business or marketing before. Right? You need to overcome these Limitations as early as possible to put your prospects in the right headspace. So that's what also we done in this subhead. As you see, but in a vsa, we made it abundantly clear time and time and time again that the students who are buying these profitable accounting firms, they too got started without certifications, degrees, business experience, etc. Right. Following principle we came up with unique naming conventions from the domain to the product name to the bonuses to ensure that it's memorable and of course also appealing to the new emotion. Your naming conventions are more important than you think. We even got the domain which was outcome driven. Of course for the congruency, the product name was also outcome driven. The bonuses that we crafted to increase the perceived value also had unique names. All of this, it works for perceived value. So people actually justifiably understand that they need to buy this. And also of course for new right? It's like there's so many of these online education programs in the market. How can you make your offer seem as brand new and exciting and memorable as possible? Right, following one we stacked massive value. People never buy into concrete value. They bind to perceived value. We didn't only hand them the crash course, we handed them done for you templates as bonuses. We put all of these people inside a school community and we framed it as like of course you can connect with like minded people in your entrepreneurial journey. And we added more bonus for of course the value right? People buy into perceived value, so make sure you're activating it, especially with cold traffic. Now the last principle, if you are from a sophisticated background, you understand the powers right? Removing risk. Now our risk on this of course was with a money back guarantee. But we made it abundantly clear that if after 60 days you've gone over everything and you still haven't received an epiphany moment and started your journey on buying an accounting firm give you a refund and no questions asked. Right? We'd kind of put them in the right headspace just to overcome that risk. So those are the offer principles on crafting codefava offers that convince code prospects into buying what you're offering right now. This funnel architecture. I have done more extensive videos on this. I'll be dropping a step by step breakdown link in the description that you can watch because I don't want to make this another half an hour Funnel overview. But just for a quick overview. Right. I'll show you the funnel architecture A to Z on how we of course effortlessly convinced cold prospects to pay hard ticket with us and it was 10k. We're getting 10 investments through this funnel. Now it's our demonstrative funnel. And just in a nutshell, I'll be dropping the link in the description for a more elaborate and detailed explanation around this funnel is we were using meta as the source of traffic. We were doing creatives like this, which I'll be showing you in a lot more detail in just a moment. I'm going to be walking you over all the examples that we use. Static ads, AI and client facing selfies examples as well. So make sure you stick with me. Now, we were using meta as the source of traffic. We were redirecting all of these leads to a low ticket sales page. This low ticket sales page was selling a $27 product. We added two order bumps to increase the AOV. And every single time someone bought this low ticket product, they were automatically redirected to a book call step which had the framing of I want to personally connect you with one of my expert senior consultants who show you how to implement a course effectively and hand you an exciting opportunity for accelerated and long term success not unveiled to the public yet. Now for this client, we were getting around 70 to 80% of people booking the course. That means for every 10 people that bought a low ticket, seven of them would attend the call. Right. And I'll let you run the numbers with the clothes that we were getting. Right. But it was here in 20, 40k days. So we had the low ticket product page. They were redirected to a book call step. When they of course booked a call, there was a 25 minute video that acted as a propaganda touchpoint educating them on accounting funds, why they're superior, how to prepare for your call, flooded them with social proof and put them in the right headspace. Right. The pre call VSL is so mandatory because it helps increase your shop rates and your closing rates. You're essentially overcoming objections and limitations with your pre call vsl. You frame it as mandatory. So by the time someone's on the call, they are in the right headspace. They're not like saying these objections to your closers. Right. So that's kind of the funnel, super simple. Right. Then of course we had setters, we had dialers in an ecosystem, we had backhand email automations that were customer journey specific. If someone entered their details here, they didn't buy abandoned call automation again to buy. If someone bought the program, they didn't book the call. We had sales teams of course dialing these leads and we also had automations in the back end getting to book their call. And on top of that as well, as I mentioned previously, as a fast action bonus, we got all people inside a school committee because our school community acted, it acted as a propaganda and nurturing element. Right? We got them to introduce themselves, we flooded them with social proof, we got them to make micro commitments, etc. All with the main goal of the 10k deals in the back end. So that's the overview, of course. Briefly, I will be dropping a video link in the description which walked over this funnel architecture in like a little more detail with specifics. So make sure you watch that of course, after this video. So that was of course the funnel, Right. It is an insanely powerful funnel, especially through cold traffic, because you're attracting a list of buying leads into your ecosystem. And the easiest customer you will sell to is the one that's bought from you. Right? Marketers say this all the time. The easiest customer you'll sell to is the one that's just bought from you. When someone buys our low ticket product and all the bumps they've made, the transactional relationship, they now know like and trust us, and when they get a quick win from the low ticket product, it's a lot easier to ascend them. Right? So that's the funnel, the campaign structure and examples of ads we used. Now this is probably one of the most important lessons during this masterclass and it's going to be very practical. So whenever we enter a client's account, right. We always like to use ABO for creative testing. Abo, if you're not too familiar, it's ad set budget optimization where we fairly distribute of course, the budget to the ad set. So each ad set has an added budget. Right. Rather than CBO where we add like a bunch of ad sets and then Meta decides on where the budget is going. Right. We have more control with abo and then we use CBO for proven creative scaling. CBO is campaign budget optimization where you set the budgets on the campaign level rather than the ABO rather than the ad set level. Right. Now, even though Meta's algorithm is highly powerful, you can't attempt to overpower it. Just prioritize creative and copy and you're good. We still like to individually test creatives through, of course, ABO level as we're preventing Meta from deciding a winner before we have statistical evidence to back it up with new funnels, tests and offers especially. Right. You need a little more control during the testing phase because you haven't built up that data points beforehand. Like your pixel is not that marinated in order to allow Meta to come up with a winner early. Right. This is the way that we've done it. I understand that other people have different theories and methodologies surrounding testing creatives, but this is what's worked the best for us. And every time we've used this structure for our clients, we were profitable. Right? So our creative testing phase, it kind of walks over like this. So we've got one campaign, right? And within that campaign, we've got five to seven assets. If your clients have larger budgets, you can introduce more ad sets within a campaign. Because our ad sets, I'll be walking over in a little more detail in just a moment. Our ad sets have unique creatives which have unique angles, ideas, etc. Right. So every single ad set is different in its own way. That's why we're able to collect data points quickly, right? So we set the budget on the ad set. And each ad set, depending on your budget, has a daily budget of $10 to $15 per day, right? Of course, if you have budget, you can test credits a lot quicker and then you can collect data, of course, a lot more rapidly. Right? You can even test ad sets at $100 a day minimum, meaning daily you'll be testing, let's say $500 a day in testing for funnel. Right? But they are set on the ad set level. Now the targeting, what we do for all clients, Dream, avatar, geolocation and age without interests. We never use interest, we always do targeting. It's no longer 2019. Meta's algorithm is powerful, is superior right now they recently introduced a new update which make it even more powerful. So with Meta Creatives and minibar in general, just call out your dream demo and Meta will put your ads in front of your ideal prospects. The only things that we do is the your location being us and the age if necessary. But the age we change when we collect sample size. Normally we just do 18 to 65 super broad. Right? The only thing that we change is the geolocation. Now placements all make sure you're optimizing for feed and story ratios. 4, 5 aspect ratio for feed and and 916 aspect for the story. Kind of like a quick lesson there as well. But if you only do the feed once, when someone views the ad on story, it's not really, you know, it's not really clean. Like it doesn't really entice the clay. So make sure you use these aspects for different placements. Now our thinking process, each ad set as mentioned, has a new creative slash format. With testing, we use consistent primary text copy. But the creative variable changes because meta is incredibly creative driven. Right? You don't need to be the best media buyer, you need to be the best creative strategist. Like when you're creative and your copy are established, you don't need revolutionary media buying tactics like you truly don't. Right? So for like a visual walkthrough, I can quickly walk over this with you guys. So with this Miro board, just I understand some of you are of course visual types is our creative testing campaigns kind of looks like this. So we've got the one big campaign. The budget is not set the CBO level. The budgets are set individually through the ad sets. Right? So we've got ad set 1, ad 1, creative 1. Right. Ad set 2, ad 2, creative 2, ad set 3, add 4, creative 3 and so on and so on and so on. Right? Our thinking process with this creative testing, meta ads are 95% copy and creative driven. I want to make this abundantly clear. Meta ads are 95% creative and copy driven. Each ad we test during the creative testing process is a new variation, a new format, a new idea, etc. The variation is typically the creative or caption copy. And this was our previous methodology. Right now it's like typically the creative or format, the headline descriptions and cta, they stay consistent during the testing phase. Because as I said, meta ads are primarily creative and copy driven. So the only needle movers that we test during the creative testing is mainly the creative. Like that's the most important, right? You need to be introducing a lot of creative ammo to your testing to maximize your results. I'm going to be walking you over some superior examples with you in just a moment. Right? So that's of course the example of it visually. Now we, like me and my team, we put a lot of our focus towards creative format copy. That's like the majority of things. Like if you're, as I mentioned, if you understand creative and copy, you don't need a revolutionary media buying tactic. Right? 90% of media buying is this. Right? Another critical thing is through the creative testing, we of course don't want losers being tested for like a long time, right? We don't want to waste money with poor creatives and poor forms and poor ideas. So if a creative during this creative testing phase has spent 2x our target customer acquisition cost and still hasn't received the action we want, website, schedule, logic, buy, et cetera, we kill the Creative if it spent 2x our target customer acquisition cost, we kill it. But if the creative is profitable over five days of testing, I can even do like three to five days of testing, right? We copy and paste the post ID of the creative and put this creative in our CBO scaling campaign. Our CBO scaling campaign only has our winners. Then it's aggressive scaling, right? Because as I mentioned with CBOs from our experience anyway, like understand different people have different methodologies and theories, CBO scaling campaigns are superior when you only add proven concepts within that cbo. Right? So this is how we aggressively scale the CBO is one campaign. And as all the ad sets with individual creatives proven to work with this, we increase the budget of this CBO campaign by 20 to 25% every three days. Of course, considering the fact that profitability is there. Right, so, so we've got the creative testing. I'll walk you over the visual walkthrough. We've got the CBO scaling campaign which only has the proven winning concepts. Then on top of that, when we collect a decent sample size, we also introduce full stack retargeting campaigns. Right? So we create custom audiences for all pixel traffic, 180 days, all FB engaged, all IG engaged, all leads collected who didn't buy, take action 180 days. And then we introduce a CBO campaign for retargeting. Right? Select all these custom audiences and retarget people to the main landing page. Super simple. The main landing page. And our retargeting campaigns, it acknowledges the customer journey stage. Right? If they are familiar with our names, right? If they viewed our website, they kind of to some degree understand our offer, right? They kind of seen our ads before we go to interest. They're now in our warm ecosystem. So with our retargeting campaigns, we just overcome objections, flood them with proof and put them in the right headspace. So when they see our ad again, they're ready to buy. Right? Then we also have got propaganda videos for specific customer behaviors. So back to this example, right? Is if we scroll down here for people that bought this low ticket product, they're put inside a custom Facebook audience where we feed them content pieces that prime them to book a call. Right? Every single time someone books a call, when we collect a decent sample size, it needs to be minimum 100 book calls within the ecosystem for like more than enough sample size. When someone books a call, they're putting a book call custom audience where we overcome objections and limitations that they may have prevented them from attending a call or preventing them from having excessive objections, of course. On the call, right? Custom Facebook audiences are incredibly powerful as your opportunity to propaganda your prospects. Right? So that's what we also do on top to increase the conversion rates for our clients. Now, ads that we were using for this client, especially for this project and ad that allowed us to of course hit 21 to 40k days, we used a combination of different formats. So we had static ads that followed a very simple structure. Like with your static ads, you don't need anything revolutionary. Like a few examples that we were using. If I quickly show you, like for example this one here, right? This was a static that was running for a long time. Buy a recession proof business that already nets six figures in profit for zero out of pocket. Right? Client facing image. We are overcoming the limitation here and then we've got the main outcome that the people want, right? Buying a recession proof business that net six figures in profit. Another ideation is of course a similar structure without a client facing image. If I show you some new badges, we've done examples that follow like this right after over 400 people have to buy recession proof businesses. Not to buy recession proof cash flow and businesses for zero out of pocket. And I'll teach you two for $27. Learning more, right? We're testing a bunch of these statics. Statics are incredibly potent and they do perform super good through cold traffic especially for low ticket products. Like our best performing creatives for low ticket funnels are always statics because now we're getting them curiosity heavy of course on the front end. Then the landing page takes care of the conversions, right? We don't want to overdo so. So we were doing a lot of statics. We also had AR UGC examples and audio isn't going to display thanks to loom bottlenecks. But we had about these AI UGC ads that had big ideas from our concepts and we used archives AI to come up with these for different faces introduced to the ecosystem. Right now with AI is if you're targeting a very specific icp. Let's say you're targeting middle aged women on Phallos for example, right? A platform like arcads AI, it will allow you to find that specific ICP as a UGC creator. And as I previously mentioned, right. If you use people that look like your dream avatars on front end like Meta will understand that you're trying to appeal to them. So they put your ads in front of those prospects. So arcad's AI is a great platform for that. I'm not affiliated but they have helped us with our creative game. So we had the statics we had. Here are UGC ad examples. We also had client facing selfie video examples, right? With the client facing selfie video examples like this is from one of our Logic products. We're not actively selling this anymore. If you want access, of course I may be able to give it to you. Why not? But here is an example where examples of a lot of big ideas and ads that we were testing for clients, right? But we crafted video scripts like this for our client to record. And our client would just pick up his iPhone and record it like walking around his neighborhood, right? To kind of make it seem as native as possible. And if we check out this example which recorded in selfie like format is like trying to start a business from scratch. Stop. I built an $850,000 a year business empire before 30 without starting a single company. And I did it with zero prior experience, little to no capital, and while working a full time job. The truth is you no longer need to start a business to become a successful entrepreneur in 2024. Instead you can take advantage of one of the biggest wealth transfers in history and acquire one that's already established for little to zero down. You see right now as you're reading this very ad, there's a massive shift happening over the next decade. 75 million baby boomers will retire, putting 1/3 of all businesses up for grabs. This presents an incredible opportunity for savvy investors to scoop up these cash flow heavy assets at incredible discounts. And for a limited time you can copy and paste our backlog tested system for buying six figure boring businesses with existing clients, recurring revenue and a track record of profitability for zero out of pocket. And you can do this without previous business experience, fancy degrees or certifications, tons of upfront capital. This is the same system that helped Andrew acquire his first boring business in just six months for a 100% cash from return year, return in year one and is now generating over 100,000 in net cash flow per year. Or Garrett, who acquired his first firm for zero out of pocket that nets $264,000 in profit per year for a 145% ROI year one. Or Zach, who used this system to transition from working long hours as a software engineer to becoming a successful entrepreneur through acquisition and now generates 2.1 million in annual revenue after just one acquisition. You can see their stories and results on the next page. If you want to skip the startup phase and own a business that's profitable from day one Click the learn more button and get instant Access for just $27. So we crafted line by line video scripts like this for our client. He recorded them, of course, on his iPhone. Walk in, we added some subtitles. No fancy edits, no hermosi maths edits. We just made it seem super native. He was recording it, we had some subtitles, and these were extremely profitable as well. So those are the three types of creative stuff we test for clients. We do static ads, ar, UGC, and of course bank facing selfie videos as well to bring out the authenticity, right? So now of course, we're 35 minutes in. I walked over how to craft a godfather offer that easily convinces cold prospects to buy what you're offering. Some fundamentals. I've gave you a brief overview of the funnel architecture we've used to achieve consistent 40ax ROAS on cold traffic. I've walked over how we test creatives, how we scale creatives, how we introduce retargeting campaigns, how we introduce propaganda campaigns to specific customer behaviors to maximize our conversion rates. I've gone over three types of creatives that we of course test for our clients. Now, for more value, I came up with a list of cold traffic lessons. We picked up on that major change your life forever, right? So I want to make this masterclass essentially value packed because cold traffic is superior. As I mentioned, many cultures, they can sell organically, right? They can create content and sell organically. Super easy. Many informarketers that can walk into a organic audience, do a grand slam organic launch and collect cash, right? Or they can walk into a warm email list, send a few emails to a proven sales page and make cash, right? It's becoming more commoditized, especially now with AI, right? Becoming like increasingly commoditized. But you stand out through understanding how to sell the cold leads. And here are a few gems that may allow that, that may allow you to achieve that. The first one is you don't need to reinvent the wheel with your ads, right? With our ideations, we didn't do anything revolutionary. We just got the transcripts of our best core recordings, got AI to analyze them like specific phrases, outcomes, problems, hopes, etc. And then we crafted ads that come to each, right? For example, if a high ticket, of course offer a client that paid for our high ticket program, said that they had XD problem and that made them super miserable, we used it as an angle. Super simple. The best mechanism is sales call recordings. Make sure you're getting those transcripts and get an AI to analyze Them to help you with your ad ideation. Second one. I walked over this countless times, but it's extremely critical. Media buying is 90% creative and copywriting driven. Don't look for a new media buying strategy. Enter your creative strategist are right. Super simple. When you find creative winners, introduce different formats of the creatives for more predictable growth. Now formats. For example, if we found that a selfie like video from the client was doing super good, right? Like a big idea that angle the transitions, the body copy, the CGA frame and everything, right? If that was extremely profitable, what we could do for a different format is introduce that exact same structure of ad and get an AR UGC to record it, right? Maybe like a female for example or even like an AR UGC trader, right? We introduce different formats from these winners. Super simple. Next principle. People like buying things, but they don't like being sold to. If your ad looks like an ad, it's probably an ad, right? The best ads are ones that perfectly blend in with your customers feeds and look native. Even for our retargeted campaigns for this project, I remember we just had a creative of the client with family. There was no headline, there was no edits, there was no banners, no fancy images, no fancy colors. Just a picture of him and his family with strong copy. And of course the conversion mechanism in the low ticket to high ticket funnel which drove the conversion, right? So make your ads look native because if it looks like an ad, it's probably an ad. And then you resist people, right? Meta which is neglected. Also care about what happens after the click. It's not only your ad, it's the A to Z customer journey that they go on, right? So ensure your process from ad to action is streamlined. Like what's set inside your ads has to be communicated on your landing pages as well. Like otherwise you'll lose people like maximum congruency, maximum conversions. Now the ugly ad advantage is real. Like I'm kind of against, right these people running ads and then they make sure that the backdrop's nice. They add like a bunch of subtitles, they had like a bunch of B rolls and all these pop ups and make the ads look extremely fancy. But you'll be surprised that ugly ads on most occasions they do outperform them. Mainly because of the principle of that your ads actually look native, they look authentic. So don't be afraid to test ugly ads. Like I even saw one on Twitter. It was just a picture of like the problem of it was like direct to consumer, I believe like affiliate marketing. There Was like a picture of a foot on like a table with like a clear problem that's running a foot, right? And then they would have some copy, expand the problem, got them on the landing page to make the conversion. The creative was just a picture of a ugly foot with the problem evident, right? And then that got their interest because they may too have that problem. So the ugly ad advantage is real. Now every conversion mechanism works. What doesn't work is your reactive mindset towards paid ads, right? Many people, when they put, I don't know, $100 into paid ads and then they don't get sale, they're like, oh my God, oh my God, what's happening? They like loop the marbles and then they're seeking the next conversion mechanism. Or they're going on like emotional fluctuations, like, you don't need to, right? It's like if paid ads was easy, everyone would. But pay that are not that easy. Of course, the most important thing is your credit for the copy. But don't have a reactive mindset, right? It's like if you can't comfortably lose money, like pay, that may not be for you, but you do need to collect those data points to ensure that you're profitable, right? Following one. Following one. Social proof and comment moderation are critical, once again, neglected. If someone responds negatively to your ads, this happens all the time. And then people like, they like delete or hide ads, just like reply to them. Following ICP language and prospects will admire you, right? If someone calls out your fluff or calls it a scam, like, just reply to them, say, yeah, man, like, of course this may look like a scam to you, but we've done xyz, we've helped this person do this, this person do that, right? Like you're like actually obliging with common moderation, right? People care about this. Now when you find a winner inside your creative testing, following the structure that I walked you over, please grab the post ID to ensure your social proof is transferred over. Don't create a new asset and copy and paste it at copy the creative again, the primary text, the headliner description, etc. Grab the post ID, put that inside a CBO campaign and then all your social proof will be transferred over to CBO skin campaign, right click. Now if someone sees an ad and it's got, let's say 12,000 likes, right? And people are commenting, you're replying. People are like saying good things about it, right? It does increase your ad results. So please grab the post ID following principle, people don't only check out your ad, they check out what you're about on other platforms. Paid ads perfectly complement organic and organic perfectly complements paid ads. Work on both, right? When you run more paid ads, you get more followers for your organic, right? And then when you establish organic, you're increasing your paid ad results because people may check your Instagram profile, your Facebook profile, etc. So work on enhancing both with ads as well. Second to last principle and lesson that we picked up on, attract your prospects with a frickinous call to action and let the conversion mechanism take care of the rest. Don't overly sell on your ads. It's not a sales page, right? Your ads is not like you don't need to say the price and tease all the sales argument or the fascinations, overcoming limitations and, and stuff like that, right? You, you don't need that. The purpose of an ad is to get their interest, stop them from scrolling and build up so much intent with them that when they're on the conversion mechanism, direct application page, the VSL page, whatever the mechanism is, right? That does the conversions just entice the click, right? Now last, if you want to attract a very specific icp, use attractive characters that look exactly like them and always speak their language, right? It's what I walked you over with these examples. We tested this folk here and this folk here and this folk here. Because all three of these folks, I believe that these are two same ones actually, these two same ones and this guy, they are our dream icp, right? They're kind of middle aged men. They appeal to our dream icp and then we were attracting our dream customers just by using them, right? If you want to target middle aged women, use middle aged women on the front end. If you want to attract, let's say teenagers, right? Use these broccoli heads from Miami on the front end or use teenagers on the front end to appeal to them. Make sure you're using those attractive characters that appeal to your dream icp. And if you want to target rich people, of course, be specific with your terminology, right? So he said use terms like working capital rather than dollars, right? Your terminology is very important in bringing the right people through. So that's the extensive Mars class on how we publish one of our clients, most successful students in the micro business acquisition niche in accounting firms with the demo funnel and paid ads and scaled a new offer from zero to broken machine territory, 20 to 41k days, self sustaining in less than 70 days. Now I'll be linking the video I've done on the demonstrative funnel A to Z link in the description as well as my daily newsletter where I drop a daily newsletter on info marketing, direct response, scaling offers, paid ads, notes, et cetera. 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