Copy This $1 Million Digital Product Agency Funnel

Hey, there it is Matt. With 1000x leads here. And this video will be all about scaling a digital product and how to do that to get to agency clients. When you do this, it's one of the best ways to grow your agency. But it's very, very rare that you see people do it for their agency these days. It's mostly like a info product or some kind of media business that's going to do this type of stuff. But it works for an agency. I did it, I know dozens of other people who do it successfully and I will show you exactly takes the digital product is over here in the overall marketing funnel. It can be used as a tool to drive ads to in the top of funnel, but it also can be used to qualify your leads and to push them further down to a sales call or something like that. I like the digital product funnels because they're very easy to understand for just about anyone. Part of the problem with a lot of these book a call funnels, lead magnet funnels, that kind of stuff is that it can be delayed. It's 30 days, 60 day, 90 day sales cycle and if you don't know what you're doing, you're kind of waiting for that feedback loop as opposed to this digital product where the feedback loop is going to be instant, they're going to buy or they're not. And if they buy, you get that cash flow right away as opposed to having to spend it in advance as in a typical Legion funnel. And hopefully it comes back to you. It's very easy to understand especially if come from an E commerce background or you just don't have that much experience. Breaking even in terms of your ad spend on this type of funnel is kind of like the promised land as it comes to agency ads. If you're breaking even, let's say you have a hundred dollar AOV and it's $80 cost per acquisition on the ads. You're basically getting leads for free because the ad cost is being liquidated on the front end. And this leads to a very nice no stress upselling over time because unlike the book a call or the lead magnet Funne, you just kind of have to force it because you need that ad spend back. This is a very, very good way to do it where it doesn't really even matter if they become clients because you've already got that ad spend back. Another key distinction between this and a book, a call or a lead magnet funnel is these are paying customers, they're not free opt ins and as such they're going to be a lot more valuable to you. Even if they don't convert over time, it's very, very good. These are people who have signified that they have a credit card first and foremost they have the problem and they're willing to spend versus just someone who signed up for a form to get a free call or to get a free lead magnet. For all of my digital products I follow eight criteria and these are going to be them. Just going to read them off here and you can take notes or do whatever you want. Your digital product needs to make them more money or save them time. Needs to be priced under a hundred dollars as that seems to be the impulse purchase mental psychological limit. It needs to be clear on how buying it could Potentially get them 100 times ROI, return on investment or more. I always say roas and that's not ROI, that's ROI. It has to be 100% automated with no fulfillment. So like a lot of the time you'll see people doing I'll make you three ad creatives for $97. That's not a digital product, that is a service that costs $97. Those are two different things. 100% automated, no fulfillment and that's just necessary or you're not going to be able to scale it. You also have to have four additional bonuses or more that solve natural next steps or problems. And these bonuses need to be worth the price of the digital product all on their own. So let's say you sold a digital product for 97. All four bonuses need to be worth $97 in the mind of the potential. Because if you have the main thing plus these four bonuses and they just think well these are all pretty good. If even one of the five are going to is that is true, this is going to be worth it. Like that's, that's the situation you want to get in someone's mind. They should also be quick to use and have a low learning curve and ideally not have tons of different software costs associated with them. They should be a natural continuation from your digital product to your intro offer or recurring service or what's the point. We're not really making profit on the front end. It's just to get leads and if they're relevant leads, not really a point of doing all this. And then it should be attractive to every level of the target market. Meaning it should be just as attractive to beginners as 9 and 10 figure CEOs. And that can be hard to do, but it is possible. These are the eight criteria. If you're not gonna satisfy these eight criteria. Just don't even try in my opinion. I hate when people ask me what if I get five or six of these? It just makes me so mad because if you're gonna half ass something, why even bother doing it at all and just get angry. So don't do that. I'm going to go over what I did at my previous agency to kind of push these points home or drive them home and to show you what it might actually look like with a real product as opposed to just some criteria. Someone on the Internet me. Let's list it off here. So I did 100 webflow templates at my last agency that I sold. And these are landing page templates with the purpose of reducing their cost per acquisition of their Facebook ads for E commerce stores. And over a six month period, give or take six months plus six months of fully running it. But it took me a little bit to find out what worked type thing. I sold about 14,500 units and that number comes from comparing, you know, just in stripe the number of people and then I'll tell you how many customers I got after that. So does webflow landing page templates. And these are the ones I sold right here. There's a good mix of them. There's three types of landing pages in E Commerce. There's a sales page, a listicle and an advertorial. So what I did was I basically paid, basically found landing pages that I liked and paid people on Fiverr to recreate them. And we'll go over that shortly. But this is kind of like let's go. So I just kind of did that and just found a bunch of landing pages, recreated them and then we use these as templates basically was our strategy. So what I did was yeah, let's just go over it. So it's very easy to see how these would make them money or save time both realistically if it led to a higher conversion rate, that's making them more money, saving a lot of time because they don't have to develop them or design them themselves. They just have to duplicate and then write the copy. I sold these for $97, so that's $100 or less if it makes their ads even 10% better. And they spend, you know, 100k a month on these, which a lot of people do. You know, it's easy to see how it get them 100 times ROI. A lot of them have very bad product pages or landing pages that they're running their ad traffic to as well, so it's not uncommon for them to be 50% better, which means they're going to get their 100 times ROI in a matter of days. It was automated through access with a made in webflow link. So if you don't know what that is, you search made with webflow. So made in webflow and you can go cloneable sites only. What we did was made these all clonable. So they would just search our company name at the time and just click on it and clone it in their own webflow account. They could pick and choose which ones they wanted or they could get all of them. That's up to them. You can make this a nice private link too, so no one else can do it except the ones you send the link to. Didn't know that at the time we were setting them manually breaking that rule, but is what it is. So for four more bonuses, all of them are worth $97 on their own. So when I talk about the natural next steps, even if they have the template, they need to write the copy. So I had a bunch of copywriting prompts that were very good in my opinion and I had them segmented by the different types of landing pages, the sales page, the advertorial and the listicle. I had a bunch of AB tests like okay, now that you have your landing page, we want to improve it. Run these 25 AB tests. I had a masterclass on how to create good offers just because the offer is going to hold people back quite a bit, especially e commerce. Brand owners in general don't seem to have the skill set that affiliates and direct response marketers have. So they need a lot of help on making an offer. And then I did a swipe file of a bunch of successful landing pages. So all four of these are worth 97 on their own. I made it clear on how all of these will lead to that 100x ROI too. Maybe we should have drawn an arrow here. But just one of those things, very, very important. These are quick to use and easy to learn. Much easier than a designer and a developer. And webflow is very cheap. 29amonth. If I sold landing pages, of course it naturally leads into that landing page templates, landing page done for you. And it's valid to all levels of the market. So what I mean by that, very attractive to beginners, dropshippers, affiliates, direct response marketers, just normal brand owners, big brand owners, and even 9 and 10 figure brand. The CEO sees this, you know, whatever, $97, send them to my team if they want to use them, great. If not, no problem. And that is the key. Like it's running a Facebook ad to these. Literally anyone could buy it that has a Shopify store. Or even if they use something like Click Funnels or Funnelish or Checkout Champ or some obscure third party e commerce tool. Very, very important. And then let's go over to, you know, actual metrics. So 14,500 ish units sold. And then I got this 2.1% upsell rate. And that is by comparing the number of people who bought these templates versus bought a landing page. Not a perfect system because I'm sure some current clients saw this and then bought the landing pages after. But just to give you an idea, 2.1%. I had an option of 2500 for one or 5000 for three. And most people chose one. So I, and I did the math at this on one point for a video and I settled on a $3,300 average between those two. If I did 14, 14,500 units sold times 0.21. Oops. I got 304 clients from this based on that math. And if they're 3,300 AOV, that's 1,004,000 revenue. I had a lifetime 70% margin on these just because we had our own prompts, we had all our funnels that we duplicated. Very profitable systemized productized offer. And then that 703,000 of profit kind of in my heyday with this funnel, ran it for about six months. So that's $117,000 in profit per month just from running this funnel. So you can make a lot of money on this. And then 14,500 units sold. I was not really profiting on the front end, but if you just do $97, that's about 1.4 million in revenue, virtually no profit. I believe I actually lost a little bit of money over the course of this. So it is what it's the. All the money is made from upselling them on the back end. It's not from the product itself. When I was making this video, I asked around. It got a little Q and A section here. So what should this landing page look like? And it should not be like an e commerce page where it's focused on design. It should be very copy focused and focused on the results. So what I did was I just in preparation for this, found somebody's landing page that was on my Instagram feed, paid someone on Fiverr to clone it. And this is a good example of it being Copy focused, I think on these landing pages, if you can either a video or photo. Examples of what they're going to get, the classic, you know, copy, copy, copy, copy, lots of social proof. But you don't want to make it super designed. It's the result they're going to get and proof as opposed to, you know, design. See, look at all this proof this person has. Very nice. What should I price my product? That was another popular question. I prefer $97 because it's kind of the highest you can go without getting that $100 threshold. This will give you more margin for error in terms of your cost for acquisition just because you can very much get a $97 CPA. But if you're selling something for 17, it's going to be hard to get a $17 or less CPA. And that's the whole point on these ads is you're breaking even. In addition to this, I have found that the more they pay for the product on the front end, the less likely they are to refund and be annoying and the more likely they are to convert to an actual client. Which just makes sense. Someone spending 97 and they're spending five times as much as if they were spending 17 or $20. Should I spend significant time doing this? If you're trying to scale a huge business, I feel that the paid product funnel is one of the best as it's risk free once you break even because that cash flow is instantaneous and you're getting people who prove they have a credit card and are willing to spend as customers for your product. They're not high ticket clients yet, but they have a good potential to become high ticket clients. How do I sell this digital product once I make it? You're going to sell it passively through, you know, content in your YouTube description, your Twitter bio, LinkedIn, maybe email list. But the main thing you're going to do is have an ad funnel. So the nice thing about this is the cash flow comes back to you instantaneous from product sales. So you can scale it a lot quicker and a lot bigger than the traditional lead gen funnels. It's very, very good. The final question I have here is what metrics would you be optimizing for? Realistically, a 3% conversion rate in ad traffic would be very good. And it's simple math. If you have a $97 average order value and a 3% conversion rate, you need to get a cost per click of 2.91 dollars or less. Aim for less because there's going to be payment processing fees. But this is actual pure math. In this case, it's more of selling a product. A lot of people are going to say like, well, it's all about, you know, the only thing that matters is sales. Which is true. But if we have a $10 cost per click, the math isn't mathing and it doesn't matter what the sales are. I will admit that if you have a digital or a book, a call funnel, you can get like a $30 cost per click and a 10% call book rate. And that's $300 a call. And you close 20% of those, that's $1,500 CPA. Like that math works. And it's about the math. It's not about these numbers. Right? You know, $1,500 CPA and you have a 20K LTV. That math works. A $30 cost per click on a digital product funnel does not work. So it's just a matter of knowing what type of funnel you are doing and not trying to apply math that doesn't work. Let's wrap the video up with some action steps. So the first one, find a landing page that you like and then go to Fiverr and get someone to clone it. If it's. If you want to use webflow, search for that. If you want to use clickfunnels, you know, search click funnels pages and just choose whoever and say send them the URL. Hundred bucks. Clone this for me. The next step is to create the actual product itself. Usually some form of templates or asset works the best. You're going to want to create an email delivery flow that triggers based on the stripe payment or the clickfunnels payment to deliver it to them and then explain it. Treat it like an onboarding flow where you teach them how to use it and that kind of stuff. Pay some UGC creators or some editors for the ads, do that on Fiverr and then create the bonuses and these five steps. You should be good to go. So if you like this video, let me know in the comments and I'll see you in the next one.