Fixing A $5 Million/Year Email Marketing Agency In 61 Minutes (LIVE AUDIT)

I am going to do a live audit of the lead generation strategy of a multimillion dollar e commerce email marketing agency. I'm going to go over what they are doing, what they should be doing better, why they should be doing that, and then I'm going to be listing actionable steps for them to take if they choose. Why am I qualified to do this live audit? Because I've grown and sold three marketing agencies in the past 12 years, all of which had excellent client acquisition systems. And then since the beginning of 2024, I've worked one on one with over 550 agencies to improve their client acquisition as well. So with that being said, it's going to be about an hour video, take notes and let's get to it. So this is going to be the audit of Wellcopy, so well Copy if you don't know is an email marketing agency created by Max Sturdivant, who was an old client of mine. So we're basically going to do this audit as an update to what he's up to nowadays because I remember when he started working with me and now we're going to see the kind of progress that he made. And a lot of this stuff should look familiar because if I remember correctly, he's one of the few people who basically did almost everything I told him to do in the exact way that I told him. So for the audit we're going to start off a little bit about me. If you don't know and it's your first time watching, we're going to go a little bit about the client. I'm going to go over why this stuff is so important and then we're going to look at a few different things. We're going to look at the website, the offer, the messaging, the funnel, the paid ads and the content. We're basically going to look at all of this stuff that we can kind of see. We can't really audit his cold email, we can't audit his sales process, we can't audit a lot of his, you know, stuff on the back end because it's not public. Right. So it doesn't really make sense. But we can take a look at the website we offer, the messaging, the funnel, the paid ads and the content. And we can do that pretty easily because we can just go in ads library and on a social media stuff. So in each part I'm going to kind of do my best to go over what Max is doing, what he should be doing, if he's not doing it, why he should be Doing it and then action steps. So you're going to see throughout this, there's going to be a checklist that I'm going to go through and then there's going to be a list of recommendations. And of course, this audit and this video is my opinion only. Everyone, including Max, is free to do whatever they want. And this should not be construed as me hating or attacking anyone. And I would never do that to this particular client anyway. So if you don't know who I am, my name is Matt. I have been in marketing for 12 years now. I've grown and exited three agencies and now I've consult with primarily agencies on how to do their lead generation. You haven't seen my viral case study about how I grew my agency from 0 to 900k per month. Watch that on YouTube. It has 228k plus views at the time. And this is the funnel that we really go over. And this is the funnel that I help people build. It's by far the most powerful thing you could possibly build for your business. Has multiple sources of traffic, an automatic way to capture, nurture and qualify leads, multiple conversion mechanisms and paths to get them on a call, and a sales process where you can sell them all the different offers. This is the same funnel that's worked for about 550 clients of mine and especially Max in this video. I also have a couple of other case studies that might be worth watching on my website. How we grew our finance agency, which is a growth partner client, from 113k per month to 1.8mil per month. And then how one of my Clients grew his YouTube agency from basically doing this thing here from 61k per month to 379k per month. I'm not really up to date on what Max is doing in terms of revenue. I know where he started. I'm not going to air out his business like that. But I know he's grown substantially. So what we're going to do. Client's name, Max Sturdevant. The company name, well copy the service is E commerce email marketing. I've opened his ads Library, his Instagram, LinkedIn, YouTube, Twitter and newsletter and then we might as well upload his search results as well. Oops. I'm going to turn off my tab wrangler so that we don't get any of these exited. But this is the stuff that we're going to really be going over. So we need to really take this kind of stuff seriously. Number one. Like this is the kind of stuff that builds leverage and makes an agency and any kind of business into a greater opportunity. I will be redefining leverage here as the difference between what you put in versus what you get out. The four main types of leverage I like to use naval revicants. You have your media leverage, your capital leverage, your labor leverage, and your code leverage. All of your content, all of your assets, all of your newsletter are going to be your media leverage. For example, if you're watching this video, this is a form of media leverage from me. I don't have to get on the, you know, zoom call with a thousand or two thousand people or whoever or however many people watch this video and go one on one and just go through this entire audit. I record it once and then everyone's free to see it. It's the difference between what you put in and what you get out that's leverage. Your ad Funnel. You put $1 in, you put get 2, 3, 4, 5, 10 out. Your code leverage is all of the tools and all the process you're needing. Where you might have to have humans, you know, even five years ago, now you can do it with automations and AI and labor is, you know, basically you getting in either hiring someone overseas for a cheaper price and getting you hire them for 2k a month, you get 10k per month in value from them, or you hiring someone here that's a real A player because you have so many leads that you can get a lot of margin, you know, 10k in, a hundred k per month value out, for example. This whole process is so important because it touches on what I call the infinite cycle of lead generation. The more leads you have, the less needy you become. The less needy you become, the easier it is to sell. The easier it is to sell, the more confidence you'll have to say no to nightmare clients. When you do that, you can just increase your capacity for more clients. And more clients mean more referrals, which even, even more leads. When you have that many leads, you can even raise your prices because you're just that guy at this point. Higher prices means more margin. More margin means better hires. You can actually afford the A players we all need. A players means less time spent working and fixing mistakes and you'll have more time to reinvest in growth, which means more leads and then the cycle continues. That is what it is in a perfect world. But most people are on the wrong side of this. Most people, it's kind of the exact opposite. Less leads, more needy. More needy, harder to sell, and so on. And you don't want to be on the wrong side of this. So let's get into the audit. So when we're going onto the website, I'm really looking for a few things. I'm going to look at the homepage and I kind of like it in a specific order but I didn't put the order here because everyone's opinion's different. And very specifically we're going to look at the homepage above the fold and what we wanted really is what is the first impression of this business. Let's say someone gets you in the search results or however they find you, doesn't really matter what is the first impression for this business. And that's like we all know how important a first impression is in real life, don't we? You know, how someone presents themselves within the first even, you know, you don't even need to talk to them yet. You probably have an opinion of them or an impression of them. Same thing in online marketing or online business or business in general. The next we're going to take a look at his VSL and then we're going to see if we can get a very nice organized list of client wins as social proof. Some clients in general and then some free trainings. Max is a very good client of mine. A good follows my stuff, you know, probably more than anyone else I've seen in terms of, you know, doing exactly what I said. So we're probably going to have a good experience here and there's not going to be too many notes but everyone can always improve. So let's go to the homepage here. So the homepage here, when we are really looking for a few things, we're looking for the above the fold section, we're looking for some logos, we're looking for usually something like a how it works section. And we're going to look for some social proof, we're going to look for the timeline and then we're going to look at, you know, more social proof, hopefully some trainings and then frequently asked questions and then how to get started. So it's not really a surprise to me that he did it perfectly. It's just kind of exactly what I told him back in the day and probably some inventions of his own. So the homepage is really in the right format. Like I would give this, you know, does it flow nicely and include all of the information for you? This one? Yes, I would say it does. It does so perfectly. So let's go to the above the fold section here and I have this mobile simulator here. It's a very good way to do it. So the things that I usually like to look for above the fold are some sort of star rating. I look for a call out, the headline, the sub headline, the VSL and then the call to action button. So let's see, let's just see. But this like this is kind of what I would like to see when above the fold from Max here. So we have our logo. We have a somewhat social proof. Regardless of if they read it or not, they're going to see that in their mind. It's very powerful if you use trustpilot or for agencies like some of the specific websites are clutch co and that kind of stuff. I think one thing that would do well for Max is to have a little bit of contrast in this call out. We put that Shopify logo to the side here and have a bit of like contrast. So for E commerce brand owners that might be better. And I'd also kind of like to see, you know, for E commerce brand owners is kind of, you know that I go back and forth on this because email marketing is not that expensive, everybody needs it. But I would say that Max would prefer to work with at least businesses doing a million dollars a year or more. So for seven for eight figure, for nine figure E commerce brands like I would say would be a better color. I am not an amazing fan of the headline here. Start scaling your e commerce brand at a profit. I think the sub headline here where your premiere e commerce email and SMS retention partners would actually be much better than the current headline. The current headline is like the headline is so important because that's what everybody reads. You know, everybody reads the headline or the title of a news story and doesn't even read the details. And for Max he's very content heavy so to some degree it doesn't matter as much. But his headline on his homepage is. But if he was to really expand with cold email he's really to expand to paid ads. He's going to need to put a lot more attention to this. What I really like to see with the homepage is you know one, either the result they're gonna get or two, something like what he actually has in the sub headline here. Something that is just extremely clear as to what you are. So people don't have to spend even more than 0.1 seconds kind of thinking about it realistically. I like to have the headline as the desired result or literally just what it is. And the sub headline as kind of elaborates on how you're going to get that result. So like business loans up to 5 million within 24 hours or funded over 6.4 million this week for payroll, inventory, equipment, expansion, accounts payable more. That's not even the best example of what I'm trying to do here. But I don't think that this headline is really what we kind of what I would like to see. So let's just do some here and put social, put star rating above the fold, put contrast on the call out, change the call out to be more like the target market, I. E. Over seven figures and then you know, replace the headline with, with the desired result or what it is. I think those are two big areas of opportunity here. The next one is we don't really see a VSL above the fold. And I think that's. I know it's, it's kind of far down the page to be honest, for a first impression. Like a lot of the point of the vsl, if nothing else is to let them see your face, let them hear your voice, let them know that you're actually a real person. And if it did nothing but that, that would be very good. If you actually look at a lot of heat map softwares because I used to have, I have a CRO background, up to 70% of people don't scroll past this section at all and think in some degree we want to have every single. Like we want to really juice this section as big as we can versus you know, thinking or relying on them going down the page. Of course the people who ultimately become clients are going to scroll down the page and consume everything. But we want to set ourselves up the best as possible for a first impression for people who don't know who we are. Like this kind of 41% average client or client average total revenue from email. A hundred million generated. That's like really good. And it looks proper on desktop, right? Like it looks good. And I'm not really sure what this graphic is supposed to be. Something play on the logo probably like money in, money out, I don't know but like this looks proper here but so many people are going to go for mobile that it needs to be a little bit more cognizant of that. And what I would really like to see because again on desktop like that's not that far to scroll down but it is on mobile, right? You, that's like, that's like a few sections. So what I would like to see is move VSL above the fold on mobile, put thumbnail on it to compete, you know, put thumbnail on it. Competing or 0.1 second watch time. What I mean by that is like people's brains are so shot. It's not even like from like brain rot stuff. It's like not even really competing for three seconds anymore. It's more like competing for 0.1 seconds. And we need them to watch the VSL a lot of cases because there's almost no situation where watching more of the VSL didn't lead to more booked calls and you know, higher quality calls as well. I don't really have an opinion on this pop up. I'm not going to really say much about that. But we need to get that vsl, in my opinion, above the fold. We also need to get a thumbnail on it. We also see like what we're doing right now. We really need to have subtitles on the VSL because unless they're going to hit unmute, like a lot of people are going to be in public, are going to be busy, whatever. We need to be able to read right here what he's saying. So I'm going to put that there, put captions on the VSL so they know what they are saying on mute. Just one of those things right here. I'd love to say, you know, a headline here trusted by over a hundred brands or something like that. Put headline above logos, small saying trusted brands doing a combined, you know, five, one billion in rev. Whatever. Like the whatever he says should be true, but it's not important. The things that I think he does really well, like showing, not telling the designs here are beautiful. He does a great job. Let's quickly skim over the rest here because we don't need to spend all our time on the homepage. It's probably the least important part of what we're doing here. But let's just scroll down some more. I like something that I think people do a bad job is. Is they just put the testimonial video. I love how he like basically puts that out here. And like the most important part, he has tons of social proof and he displays it well. And then I love the YouTube tutorials as well. So case studies looks like we have that case study page. We'll call it the wins page. I would like to even. Yeah, let's put a separate case studies page here. I would really like to see a wins page where he just kind of screenshots all of the wins from Slack, from whatever and puts it on a separate page for himself. I also like to see a client's page here. Like this is good. But we could even make another page and name all of them and like what they're about and what they sell. And it just looks like such a professional page and then the trainings page. So like he does a good job and I always recommend people do this where you embed some of your trainings, some of your best YouTube videos usually here. But I'd like to see a page for it dedicated where he has it like step by step. Like watch this video first, 2, 3, 4, 5. It just looks so strong when you have that nobody else does. In terms of the VSL goes. Let's see. I think it's just not big enough. I think it's in the wrong spot. Doesn't have subtitles. Doesn't have a thumbnail. No, it does. Oh, I'm sorry. It actually does have subtitles. But it should be as much bolder up here, let alone down there. Because if I have this over here, it was. I can't even see it that well. And even though that's not a really good font to for readability and you need to have longer sentences, not rapid fire, a couple of words, it's hard to read and you're just so focused on reading the words like that and you're not looking at anything else. And he has stuff on his screen. Let's go to the next stuff. Let's go to the messaging checklist. So what I really like to look for here in the content, in, on the website, in the ads, a clearly visible icp. And we're going to go over that and then the next thing I like to go over is the level of language. Even in the same target market, the higher level clients will use different language than the low level clients. And the importance of using this language is really how much does it resonate? Because when you're using kind of low level language, you're going to attract low level clients. And then we kind of extrapolate that into the high level likes and dislikes, the high level problems, circumstances and outcomes, the levels of pain. And then we're going to judge the number of and the diversity of his ad angles. So I will say something. My target market is basically my ICP is male agency owners age 25 to 35 doing 500k to 5 million per year. Stuffing, stopping females, nothing stopping people from under 25 or over 35 from buying from me. Max is under 25 and there's like under 500k. They can't afford it over 5 mil. It's probably just working. Where they don't really need it. Right. The point of me saying that is the problems that my ICP faces, you know, between 500k and 5 million per year are much different than the problem circumstances and outcomes of agencies who are trying to get their first client or trying to get to 5 or 10k a month. And if I was to treat it the same way like most people do, the ads are the messaging and the content's not going to resonate with anyone at all. So if we go, let's open up some of his social profiles here. I help E commerce brands scale with email and SMS marketing. Scaling E commerce brands through E commerce and SMS marketing. Let me do done for you. E commerce marketing, E commerce marketing. So let's just see, it's kind of, I would say the ICP is fairly clear and I, I would consider it to be good clearly visible icp. He even has it on the website. I don't know if that makes up the first impression, although it probably could call it like have a little bit better contrast. So yes, he does have the clearly visible icp. The level of language here is somewhat of a subjective analysis, but not really. A good example in E commerce is, you know, low level brands talk about CPA and roas, that kind of stuff. High level brands talk about incrementality and contribution margin and that kind of stuff where you know, it's just the best form of social proof in the world. Much better than case studies and testimonials and stuff is using their language that they use in. Because it's just a very elite, subtle form of proof that you've been there before. You work with clients like that all the time. There's no way you would even know that that's important if, unless you do it right. And it's really, really strong in comparison to a lot of the stuff. So if we're gonna, you know, you can see kind of what it is based on someone's website, but you can really see what it is in their ads and in their content because basically the, the content is gonna determine who sees it. If you make high level content, you know, high level people are gonna see it. If you make accidentally newbie content and usually it's not intentional people who do this incorrectly, the noobs are going to see it and the noobs are going to resonate with it and same with the ads. So we can only learn so much from someone's website in my opinion. But let's take a look at its ads first. So let's Zoom in a little bit. So e commerce email marketing isn't what it used to be. This guy gives you the a hundred million dollar strategy that brands are using to print cash. 38 page guide breaks down the exact playbook our clients use to scale. No fluffy theories, just what works right now. How to use AI the right way without sounding like a robot. How to write better copy design rules that actually convert. How to segment your list. How to drive sales without relying on discounts. Instant access. Okay, got it. So it's a lead magnet funnel. Realistically I am a big fan of the lead magnet funnel in the context of someone like Max. And the lead magnet funnel to me is the best funnel you can do, but only if you have everything else in place, which Max does. If you're just running a lead magnet funnel in isolation, it's not great. The purpose of a lead magnet funnel and lead magnet and newsletter funnel, which he's kind of running here in his ads, is you have all the content, you have the outreach, you have it all set up, you have these different conversion mechanisms set up. So basically what you're doing is just buying email list subscribers and converting them through your whole process. If you don't have the whole process in place, I would say the lead magnet funnel is the worst you can get for someone like Max. It's probably the best he can get. The lead magnet funnel is also very good at attracting high level people in the target market because a lot of people won't book a call, they won't buy a low ticket offer, they won't do all that kind of stuff, but they will sign up for a newsletter, they will sign up for a webinar. So I really like his choice if he's going after high level brands. So let's open it up here. So how brands can stop relying on discounts. I think it's a fair angle and it's kind of universal. Regardless of what he's saying, he has a great form of social. He has like having a service where it's visual like that and being able to show your work inside is very powerful. So that's in his advantage and he's doing a great job of showing it here. So let's see if all of these are the same or they're different. How to stop relying on discounts. The best way to stop about relying on discounts, I'm banning 10% off again with the discounts. I don't know if these are supposed to be ads creatives, but. No, it's not. Never the Thing like about this one, it's okay, but this one, like I would make it clear if I was him that he's the one doing it. Because just showing people other stuff that other people work does nothing really to build the authority of himself, so to speak. Like, Know off the top of my head what other angles I would run like that. But what I would do if I was Max is write down A list of 25 different problems, circumstances and outcomes that people have. Like, this is a good one. You know, my problem is we can't really get people to buy off email unless we discount. That's like a very significant problem for brands of all sizes. But what I would say here is because we're kind of, you know, it doesn't really have diversity of ad angles. And if you're really trying to scale, in my view, in my experience, you can scale to a billion dollars a year in your paid ads. Not necessarily with an E commerce email marketing agency. If you just have four angles at work, it's very dangerous to have only one angle. And a good example of, you know, an extreme example is I have a friend who does a crypto consulting offer right in the bull market. Like his ads were printing. Like, because all of his ads and the only ads that ever worked for him were don't get left behind in the crypto bull market. This is late 2024, then boom, early 2025. Crypto market is not a bull market. And that's the only ads that worked. And no one's getting left behind because there is no bull market. And he went from five or six million a month. So yeah, like the diversity of ad angles are very important just for the same reason that you would diversify a stock portfolio. So like if I was Max, I would have angles about, you know, I would try to make other lead magnets that have the more buzzwords into it. And I don't want to just make up stuff. But the higher level language, right, where he has four different lead magnets, he's advertising it because not only is it risky to have one, but just everyone doesn't have the same problem. So for example, if there are a lot of high level brands that don't rely on discounting, he's that that lead magnet is not really going to be interesting to them, right? So it's just for the diversity of the, the he's hitting the ICP on the head. He is kind of saying, I would say like they don't like doing that. He's using the right language. That is A very big problem or circumstance they find themselves in. It's extremely painful. But he's just kind of missing the diversity of ad angles there. So that is his ads. But let's take a look at some of his content and I think he makes some of the best content, especially short form content on reels. So I love the pinned thing here. That's perfect how I can help you scale profitably. And I think that he does some of the best kind of how you'd say hitting it on the head, really hitting the nail, nail on the head. So like this I would here, I would say for his target market, which probably is seven figure plus brands, I don't really think that's necessarily a good video, so to speak. The best email platforms to use, everybody already knows that like what, what brand there doesn't know what email platforms to use. So make sure the Instagram content is consistently high level, not and not beginner. I know we're going to talk about his offers and he has like some beginner offers later but still you need to have more than one lead magnet angle that works. But some of it is so like, like again this I would kind of say breakdowns of other people's stuff or news. Like it does pretty well to get views but it doesn't do much to establish Max's authority. It's just one of those things where I know he gets a lot of clients from it, but I would suspect that people might find out about him from stuff like this. And that's true and that's a bonus or that's a benefit. But the best kind of content that actually gets people in the door for him I would suspect are going to be some like of this content where he's breaking it down again. But it's very much how to and it's building himself up as the authority instead of, you know, some of this other stuff like breaking down other people's stuff might get views and it is interesting admittedly and it might get him top of funnel traffic, but that's not the kind of stuff that gets convert. So I think he actually does do quite a good job of splitting it out where some of it's top of funnel, some of it's middle of funnel, some of it's probably bottom of funnel. The bottom of the funnel is probably where people DM him and he gets it in there. So I think he's doing a good job. But I would just be mindful not really saying this specifically to Max, but there's a lot of people who really don't make the right kind of content especially for their target market. Stuff like the news, stuff like breakdowns, other people's stuff. It's interesting, gets views but it doesn't really get people to hire you because it's not really. You're not the star of the show so to speak versus stuff like rebuilds, stuff like how I do X, stuff like case studies, stuff like audits, stuff like just deep dives like he's doing. That's the kind of stuff that builds him up and the authority. So I'm not really gonna criticize here or anything because I think he does a good job of mix. But I would definitely say it's. It's a note like where make more how I would do emails for X or demos or audits or rebuilds content on ig. I would definitely recommend that if I was him. Let's see his LinkedIn. It's quite possible that he posts the exact same thing on both. I don't know why it's taking so long to load. And I love this right here. I recommend everyone does that. It's just so good. I also love how he names some clients in there. Maybe the five most famous names that someone would know if they're in E commerce. We're going to break down his content on every platform a little bit later in this audit. We're really just working on the messaging here. So what we might do here I like. Very good. I think that this banner image is somewhere where there's like a missed opportunity to build more social proof, put logos in there, all that kind of stuff of clients you work with. Same with the YouTube banner. Like well he's doing it properly on Twitter. Like I would basically just take that banner and put it on the other platforms. Can't really put it on ig. But. Something like this with the messaging, how to kickstart your email list as a brand starting from zero is fine but. And that is going to be most brands but that does. That's not really for his target market. His target market is not someone who's starting at zero. So I think he just needs to be like I would say be more mindful about some content topics such as how to kickstart your email list from zero. And it might not sound like a big deal and it might not even be a big deal but think of it. You're a seven or eight or nine figure E commerce founder, you're loving the newsletter, you're hitting it and all of a sudden you know it's how to, you know, for noobs, basically how to start it from scratch and you're like not a big deal, okay? But maybe that person's less likely to open the next one and then they miss the next one over time and now they don't even read the newsletter anymore. It's the high level marketing stuff like this is what you really need to think of and consistency and congruency is the most important thing in my view. 7 Psychological Tricks to boost your brand sales that's a pretty good one. Dialed welcome flows a secret to a great funnel. I think something like this where the 70202525 that is a more high level just by reading the title without even thinking about it is much better than a lot of the other topics because remember we're trying to make the content about problem circumstances, outcomes that our ideal client profile or ICP makes in like our 90 day mentorship program. I would really not say that's a newsletter. That's something you should probably email flow them about. And like most people think good email design is about making pretty emails, they're wrong. I'd say that could go like for a strategy for a team that generated 200 million revenue, that's a great one. High level people don't really in the market for hacks. This is my opinion but I think I have a pretty dialed opinion just based on my track record and how many people I work with and see what's working and what's not. I think he could choose a little higher level topics. Let's say for his YouTube video complete e commerce email strategy for 2026 beginner's guide. Like I know he has a mentorship program now so I don't hate it but I would really prefer if he kept it like at least it's still about email marketing and not something else. But I would really like that. This one for example, he does a decent job because it's Klaviyo and stuff. But I think the title, if you just read the title might throw up someone off. But he does a great job. Like he has great thumbnails, great branding. He has Shopify and Klaviyo logos all over the place. If you just kind of look at it taking a step back, it's very obvious what he does and that's like good positioning. It's half the battle. Just don't quite like some of the setup in beginners just for the set point of view. Like whereas actual agency which is pretty good size, like that's really not who's going to hire him beginners and that's how you get noobs in your funnel. It's okay cuz he has a mentorship but still I love the watch me write and design Mr. Beast email. Like this is one of the purest ways to demonstrate expertise. I'd say like make more videos like that. Make more videos like watch me live audit. Well I kind of actually already have that but for audits of YouTube and optimize for watch time like rich people successful businesses don't need tactics, they want strategy. Like that's kind of the key takeaway here. Rich people, businesses don't really need what tactics. They want high level strategy. That's what's going to demonstrate authority. They already know how to do it. They're already probably doing it in house. They probably already have an agency want strategy more than anything. So now that we have the website done and the other stuff done, let's kind of go through the offer and the, the thing about Max's thing here, it's E commerce evil marketing agency. There's. It's very played out, right? There's tons of them, huge demand, huge supply. Every store needs it. But there's not too much to get cute with. And realistically what we want in our offer is we want it to be congruent with the icp. Basically we, a lot of people just make completely whack offers that doesn't really make sense for their target audience. But then we also need it to be congruence with the level in our ICP and we want it to be clear. We want it to be you know, what, what type of offer is it and then the type of funnel used. So if we go let's check out his link tree, see what we're dealing with here. Because basically his offer and we need to train ourselves to identify the offer. As far as I can see his offer is schedule a free consultation and that's a good offer. I would probably try to do it more as a audit than that but. So what is your current revenue? Our services cost at least 4k a month. Okay, that's clear. So I would basically do apply for a 37 part audit for example. That just sounds better than schedule my free consultation even though it's the same thing. So let's open this up. Link tree is currently undergoing matrix maintenance. How fun. But realistically to me it looks like schedule my free consultation is it like change schedule free consultation to get apply for a 37 point audit? I would personally do something like that. It Sounds higher value to me. At least it sounds more specific. Sounds like less of a sales call. You can upsell them from that audit. He doesn't really have an offer in his ads just because he's running lead magnet. If we go back to, you know, what is his offer? Okay, it's very clear. You could even have a dedicated landing page for it because I see he's going to his homepage here where you basically have that 37 part audit. You can have a VSL for it, you can have a lot of this stuff the same. But then you could actually go over all of the points that he's talking about and then, you know, you could highlight before versus after of people who've claimed the audit. Just an idea. So make a dedicated landing page for all links in IO view those 37 points. And the 37 points is completely random by the way. I just made it up. What I would do as well, I would kind of like, I'm like the process here is just to upsell them from the consultation, I'm sure. Sell them from the consultation. There's nothing wrong with that. But when you're doing a high level, like if we go to the bell curve meme, and we all know the bell curve meme, probably it's where the, the lowest level and then in the middle it rises in the highest level. And the whole premise is the lowest level and the highest level usually come to the same conclusion in a lot of stuff but for different reasons of course. And they tend to do better than the middle. So what I would do is I would also have a, you know, apply for a 30 day no cost pilot project which is 30 days of you sending their newsletters for them and then upsell. This works so well for, you know, high level businesses in paid ads and cold email. And I think that apply for a no cost pilot project sounds a lot more in terms, going back to the language that we use that sounds better, I would say than. Or get a free trial. Get a free trial sounds newbie. Get 30 months of free cold email management. You know, apply for a 30 day no cost pilot project sounds better. You can probably word it better, but I think that apply for the 37 point audit and then transitioning into kind of the part two of the offer will do really, really well for him. So let's go to the funnel checklist next and let's go one at a time. So it's a big shame that this is down right now. It really kind of screws us. But what we're really looking for here. So if I open my Miro board maybe I should have put this on there. We're really looking for here is a funnel that looks something like this. So let's put this, let's duplicate this here. What we're really looking for something along the lines of this where he's running ads to a page with a VSL or he's running content to an opt in page and that opt in page redirects to the VSL and then there's apply now button or it's embedded and then there's a form and then there's you know they're. If they're unqualified they can go to his downsell which is his mentorship. If they are qualified they can book a call and they get all of this crap and then the call takes place and you get it. I it's really a shame because maybe this link tree has it but we can't see it here. And all of his other bios as far as I can tell just go straight to his website. Let's click on some of here. He has a lot of different call to actions in his bio and doesn't have a pinned comment so he needs a bio and a pinned comment personally. So put opt in page in all Link in bios, YouTube description comment. But let's see if we can find it elsewhere because I think he probably has it like let's just go here. So he does it all in his inbox newsletter. I would like to see a dedicated standalone page for that more like. Or like this. So like what we really want to see is he has his content to this opt in page and it redirects to the VSL which is he could use the homepage. I always put my content to a lead magnet but I don't put the ads cause I kind of just want the ads to work. He's kind of doing both here and that's his funnel, that's his choice and it's no problem. But just a note there. So what I think, what I think could be missing, especially if he ever does it from ads for the homepage and stuff, it's not as big of deal but he's kind of like what he's kind of missing, I don't know if it's intentional or not is if he had a type form here instead of going right to book a call he could collect their revenue here. You could also use I closed but he could collect their revenue here. Right? And if they're under 50k a month. He could redirect them to the downsell which is his mentorship but I don't know if his mentorship's public or whatever. But put type form on homepage to filter out and redirect to down sell if under 50k per month instead of calendly. So let's opt into his. Let's opt into his newsletter here and see what happens. Perfect. Well he calls it a free audit here. That's funny. Does exactly what I said he should do. Imagine that. I would make this more of like branded to the specific audit than it is but personalized 60 day roadmap. Let's see how it looks. He's doing it properly with the above the full VSL here. It's a better headline. Kind of small writing there but so basically that's kind of like I would consider that to be the sales page more than anything else. These ads to the opt in page, the page at the VSL and that's the sales page now let's see what happens because it might be different. Yeah, I would definitely. Especially because he's using this from ads. I would definitely. We definitely have a type form there because we do not necessarily want people who coming from ads who aren't qualified to be able to book a call with us. We could always cancel it but we kind of want to gatekeep it in my opinion chances form qualified versus unqualified book a call. So he basically has the funnel as far as we can see because we can't really tell what's in the pre call flow. We can't really tell what's going on the sales call and we can't really tell all this kind of stuff. So he has the full funnel so he's doing well. But let's see. So his offer, you know, is basically the free consultation. The ad creatives get there kind of in a roundabout way with the lead magnet, the funnel type. I would like to see him do a book a call funnel too, maybe even a webinar but it's fine for now. The funnel congruency I would say is good. So 38 page breakdown. Looks good to me. And then he also has content on his profiles and content on your profiles is very, very important in the sense that if someone clicks on your page with paid ads versus you know, if Instagram like the ads are running from his Instagram, if it was blank it'd be a lot less effective than it is with content. So I'd say his paid ads are good. I'd say I would probably say try the book a call funnel. Get 25 plus different angles. Film banner ads or film VSL ads with banners calling out at the very top and see which angles work the best. I'd probably say if you do the book a call funnel, do not go to the opt in page first. Go right to the vsl. Clean up the above the fold the opt in page with ADA ads. Let's say a bit much. And again. I'm not gonna book a call in here to take a look at his thank you page. I'm gonna actually sorry. There. So it's a good pre call video. I would kind of like Max to film it as if it was a one sided sales call. Maybe make it a bit longer. Again with the video editing. Like if you have this, this kind of the UX or the UI or whatever you want to call it of this thing you used to embed up there, you can't really even see those video subtitles. I would also like him to screen share there instead to be honest. Also think you should have breakout videos on the thank you page. I think Jeremy Haynes does that really well. It's something that worked for me where like probably have confirmed the call. And then the top three or four FAQs kind of just have a video for each. This is more like kind of do the thing like this as opposed to you kind of want to have like less clutter on the thank you page on thank thank you page. So they focus on the exact steps you want them to take. The thank you page is great to pre frame before the call and get them more information they need. They book the call because they want more information. You shouldn't wait or shouldn't have them on the hook. Like they really want to get this information while they're hot as fast as possible. That's gonna wrap it up for the funnel. So we have a couple of more things to talk about. We have our paid ads and then we have the content. Let's go to the paid ads like similar thing. I kind of. There's not too much to look at so I kind of went over it before. But I would try different diversity and ad creative, some overlay stuff. But he does a great job here. I would just say not enough diversity in your ads. Make multiple lead magnets with different high level problems. I would say try the book a call funnel and even webinar funnel. Case study webinar would be probably the best option for him. Try different formats like text overlay and such to increase the volume of ads. But I think it's pretty congruent here. The last thing we're going to do is we're going to do the content checklist. We kind of touched on it in the messaging part but we're going to do it again here. We're going to go over the positioning, the types of content he makes, the consistency of posting the top of the funnel content. He makes the middle of the funnel and the bottom of the funnel primarily for Max. We're going to go over YouTube, Twitter and Instagram. So let's try to get some of these done here. Because we are kind of opening a bunch of tabs here. What was that? I accidentally closed the Twitter. Oh no I didn't. And it's Twitter. It's not X, it's Twitter. So I think in terms of positioning, I think he's wasting a little bit of potential on YouTube specifically with this. He could really even a hundred million generated for E commerce brands. It's a little inconsistent. It says 200 million here, 200 million here, but a hundred million here. Big opportunity to do something with this image. But I think his positioning is very strong in terms of you instantly know what he's doing and what he does. You said, you said the Shopify logo, you said the Klaviyo logo. I'd even put here. Not that he needs to remake it but even in the thumbnail or the COVID as it's called, put the Klaviyo logo there. Looks great too. I would specify that's E commerce email marketing in that picture but don't need to redo it. He does so well here to premiere email marketing and SMS for 7 to 10 figure brands. 10 figure. It's a bit, I don't know why you would have that billion dollars I guess maybe but I think he does a great job of kind of putting his best logos there. So the positioning is good. The only problem that I have, the positioning in some cases. So make sure the numbers and cover photos are consistent across platforms. The only problem that I have, and I know it's could be some top of funnel content but I don't really like it. I think there's probably better ways to do top of funnel content is you know, Omnisend email marketing tutorial for beginners. Like I think that is not going to resonate with his target market whatsoever to maintain high level positioning and I think that kind of doesn't ruin because he doesn't do it that often but it definitely doesn't help his positioning. As someone who works with seven to ten figure brands. Whereas a lot of his stuff actually does do that and it's actually very good. But even when you even like one or two different things mixed into when you're doing a good job is enough to really kind of tank it. That's not necessarily what you want to do. So we have here, let's just go through maybe the last 10 million dollar e commerce email marketing strategy. I'd like to change that to 10 million personally because that's a million is the low end of his ICP and anyone who's doing over a million probably not going to talk like look at it. So I don't really like that. Make sure the results are at least 10mil plus not 1mil because anyone who is over that will watch consume. That's good here. I love that stuff right here. I love the designs here. I would like prefer this to be animated as opposed to like scrolling up or scrolling down or scrolling right to left instead of an image. But that's good. Something like this. I'm still not a fan of breaking down other people's. It is top of funnel content and that's one of the things and it gets views like look at how many likes this has. So I don't hate it because it's getting people to learn about them. But I I mixed on it but I I based on the top of funnel, middle funnel, bottom funnel strategy. It's probably a positive so I'm not going to say anything any. Like this is low level content. Anyone who's in his ICP is already going to have chosen an E commerce email marketing software. My opinion see like this is kind of to me this is three in a row. So let's like the purpose of content is to binge watch, right? And it's three in a row. I guess he does post multiple times a day but it's three in a row. We're not really targeting his ICP and I think the max I would want to go is one in a row. But you know I would say like I would describe that as be mindful of posting non ICP level content multiple times in a row. The purpose is to get people to binge consume the content and if they come in at high level content and then you know, see a bunch of beginner in a row, they may not come back. That's how I would describe the problem. Generally speaking like storytelling seems to be the top of the funnel content which is great. The middle of the funnel is these hacks and the bottom of the funnel is the carousels, if I'm not mistaken. So he, he's doing the strategy very well, and he's doing it a lot better than I'm doing it personally. For my kind of stuff, I would say the types of content, you know, you know, instead of how. How X brand did Y do, how my client did Y, and then add in more break, add in more audits, add in more how I would design X into his content. So I know, like, one of the best, best videos he ever made was how he would design emails for gymshark or how he would rebuild. I think he should be doing more of that over and over and over again for different brands. There's nothing, in my opinion, that is higher authority than doing that. It demonstrates your skills, you know, builds authority, does everything that you want to happen all at once. I don't know where it is and we don't need to do it. But yeah, like, if I was Max sturd event and I was running well copy, these are the kind of things that I would be thinking about in terms of making more money. So I hope this video is valuable and I'll see you in the next one.