Watch Me Rebuild This Content Agency's Entire Ad Funnel (LIVE AUDIT)

I saw a business owner on my feed who just had such great production value and such a nice background that his ads just kind of like jumped off the screen at me. So I took a deep dive into what he was doing with his campaigns, and I audited his offer, I audited his funnel, his messaging, and then the ads themselves. And I actually rebuilt a few things live, so you're going to see what they look like before and what they look like after I rebuilt them. So let's get started. So today we will be auditing and then rebuilding when necessary parts of Media Scaling's ad funnel. So we're going to go over the offer, then the messaging, then we're going to go over the funnel, and then we're going to go over the paid ads and we're going to see what we find. So I saw Logan Forsythe's ads in the feed. He was the owner of Media Scaling, and I found them quite eye-catching. I love his setup, like his, uh, like what you say, like production value, much, much better than mine, 10 times better than mine. So if we go and do a little bit on the research on the business first, we kind of have to, have to know a little bit. So I have their website pulled up, I have the Instagram pulled up, I have the YouTube pulled up And then we will pull up the ad library and the sales page very quick. So we have that here. We have some ads running. I thought I saw more earlier when I saw this in my feed. Perhaps we can see more if we just do United States. Oops, United States. There we go. So these are the ads. We'll click through to the sales page. So this is the sales page. So essentially we have— what do we have here? We have website, Instagram, YouTube, ad library, and sales page. We're just kind of looking at the YouTube and Instagram. We're not going to do anything, but a lot of people will. You know, they see your ad on Instagram, they click on your profile like I did, or they go to Google and they find your YouTube, or you can extrapolate that to LinkedIn or Twitter or any other search results. It's best if you have some stuff there. Like, posting stuff on here is going to make your ads perform better. Looks like we haven't posted in 4 months, but this is— let's go to the website first because that's where you get the best idea about a business. So the industry is content marketing. So I would say like business-focused content marketing. It's not like YouTube or anything. And the ICP on here is 1 million CEOs. On the sales page, you don't see anything on here, which makes sense. But then On the sales page, we see 10 million CEOs. So I am a bit confused on that, but we're gonna go past it. So ICP, we're just gonna do $1 million CP CEOs because here it says $1 million. So it's like not necessarily a good start from the congruency department. So we're gonna go $1 million per year CEOs and businesses. We're going to generate you 500 to or 5 million to 500 million views in a year, or we're going to work for free. Sure. And then the price. I actually did click through the application just to save time here. It was $5,000 to $30,000. It said on one of the questions. So about the video. Now that we know a little bit about the business and we have like our Industry or ICP, our offer. Full disclaimer, like disclaimer, disclaimer and disclosure. I'm working with publicly available information. I don't have any background or inside information on this business. I don't know this person, have never talked to them. I'm only doing this with public information. So we're not going to have the full context. We're basically going to look at it through the eyes of a potential customer of theirs. As well, right? As far as what we're going to cover, we're going to cover the offer, we're going to cover the messaging, we're going to cover the funnel, and we're going to cover the paid ads. We're not going to talk about anything else in this video. We're going to keep it focused on that and rebuild it as best we can. I really want to make clear, like, the difference between in spite of something versus because of something. There's going to be instances where I'm No doubt it's working and it's profitable, but just because, you know, something is working doesn't mean like if a sales page is very bad, for example, that doesn't mean it's working because it's very bad. It's in spite of that, right? So we're gonna try to fix it up using best practices as much as possible. We also wanna make clear that perception really is reality. Like a lot of the time I will do audits like this publicly or on YouTube, and people will message me after that I did the audit and they're gonna say like, I have that. And, you know, that's fine. I'm sure you do. But from the eyes of a customer, which we're gonna primarily look through, like, look at this funnel through, like, if you don't clearly say it, or, you know, it's buried in minute 16 of a VSL, or it's on some hidden page of your website, it basically might as well not exist, right? So we just wanna make that clear. Perception is reality. If they can't easily find it, it might as well not exist. And then the final one is, I really like this format because It's very familiar. We're going through the same kind of thing every time in these videos, but everything, every business is different. And this is really how you learn in the real world. So the first thing we're gonna talk about is the offer. And the offer is what we're asking our ICP to buy. A great offer makes every part of the business easier, and a weak offer forces the funnel, marketing, sales team, and fulfillment to compensate. And basically we need to judge the offer in the context of the ICP, right? It should solve something that they already care about, create obvious valuable value, be repeatable and profitable to fulfill. The more dialed in our offer and the stronger our offer is, the, you know, we can't ever butcher our paid ads and funnel or botch them completely, but it's gonna be easier if we have a, a 3 outta 5 offer, for example, we're going to have to work a lot harder in our, and we gotta have to be more dialed. So first thing we're gonna do is we're gonna do an offer checklist and we're gonna go through, is this built for cold traffic? What that basically means is like, if I do, I need, is this like instantly recognizable? Is it instantly desirable? I don't need to know this person. I don't need to watch 10 hours of his content. I don't need to be introduced to him. And basically I would say it is built for cold traffic. It's desirable to people who are not kind of, you know, they don't know him that well. They don't need to know him that well. It's basically just an offer where it's very clear that it is a short-form content offer, especially when you combine the context of the landing page with the context of his ads. The Viral Script Scaling System guarantees, and then it says $5 to $50 mil, $500 mil on the landing page, and $10 to 500 here, but it's very clear that this is a kind of a short-form content offer. And then the ad says 100 million and 90— it's very, very incongruent, and we're going to fix that.

But 311 million views, we're clipping.

But to me, it's very clear. Does it solve a problem people must address? To be honest, I would say no. Like you could extrapolate this and say this is a lead generation offer and people have to generate leads. And that would be true. But to me, like, this is not what's gonna come to mind when most people think about generating leads as their first kind of go-around. They're going to think outreach, they're going to think partnerships, they're going to think networking referrals, they're gonna think paid ads, in my opinion, before this. Something that people must address, like, Especially because this is kind of also promises views, not leads or clients. Technically, I would say no, to be honest. People don't really need to get views. It's nice to have, but as far as the offer is built around that, I would say no. Does it create obvious value?

Does it—

like, what that basically means is, does it make them money? Does it save them time? Does it reduce risk? Does it reduce cost? Does it increase speed? Definitely doesn't reduce costs. Like, you're gonna have to pay for this. Definitely doesn't reduce risk. It definitely doesn't, uh, yeah, I'd say like arguably it does make them money and it could make money. And over 1 million leads generated, 24 million followers, 10 billion views. I think it does create obvious value, especially for the ICP. To me, like this business has some of the most overwhelming and well-done proof that I've ever seen. Like, this is the— like a model of how to do this properly. It says— I actually saved this entire page as far as proof goes from my— for my swipe file. So yes, like absolutely overwhelming amount of proof. It makes me think that I'm gonna succeed, and I'm not even planning on hiring them. Very good. To me, like, promise is a clear deliverable Or a result. I don't really think this is true. I personally hate this. I understand that it's probably done, or it's inevitably done for contract, like contract reasons. And, you know, some clients are going to start at, you know, this level versus that level. But I, when you make a, you know, $5 million to $500 million is an insane range.

Yeah.

And when you take into contact, like when you take into account that it also says 10 to 500 million here in 1 year, and then it says 100 million in 90 days here, basically with the range and the incongruency, I would say no. And some of that can be fixed, but it's just like, think of that. Like, I get these DMs all the time. It's like, you know, our system will get you You know, you pay us $15,000, for example, I'm just making this up, and that will get you, you know, 2 to 100 clients, right? Like, so which one is it? If it's 2 clients, you know, this is a terrible deal for me. That's a $7,500 CPA. If I get 100, that's a great deal, right? Or even if I say, you know, 2 to 7, like $5 million to $500 million is an insane range. And I understand that it's got to be done for contract value or like contract terms and the guarantee. But the someone who is clicking from ads here, who is coming in and just like seeing this for the first time, who doesn't really care like this, that's what I'm saying. It's cold traffic is going to see that and it's going to be ambiguous and it's not going to be clear. And a lot of people are going to drop off, especially if they came from an ad that says $100 million in 90 days, or if they read this and says there's just kind of like 3 different things here. Again, like it says record for 90 minutes a month in here in the ads. And then it also says filming less than 2 hours a month, I guess less than 2 hours or 90 minutes is less than 2 hours. But I don't think this is true. Delivers value quickly to me. Like we don't know their backend here. They may very well get you a bunch of wins in the first 7 days. But like I said, perception is reality. And like, what do you get? Where's the process?

28.

Like, to me, maybe I haven't seen it, or, or you'd have to dig through a VSL. But like, realistically, this says in 1 year up here, the other one says 90 days, but that's not a quick win either. This says 90 days. And to me, like, the time to first value If I'm objectively trying to evaluate this as a prospect, is going to be quite substantial. You know, 30 days at minimum, 60 days, 90 days, where there's like, they could be, and if they're not, they probably should have some sort of quick win, you know, in their onboarding, like, you know, gets that time to first value down. And then kind of, you know, but they don't say it anywhere, right? It's just one of those things.

Yeah.

As far as minimal cost, like minimum customer effort and sacrifice, this is a done-for-you offer, but it's not necessarily a done-for-you offer where the client doesn't have to do anything. I really love how they put in the 2 hours here per month or the 90 minutes in the ad creative. I really love that, and I would love to see that same thing with the time delay. Maybe when we're rebuilding this page, we will do something like that. But I would say that it's expected that they're going to have to film. And I think that this does do that, especially when they say in the ad that we script it, we edit it, we post it, we manage it, and you're basically filming for 90 minutes. I think that's true. I'm going to delete covers, acquisition, and fulfillment costs for this one just because it's a rebuild. Do you think it has standardized and repeatable fulfillment? It's definitely not going to be as standardized and repeatable as, let's say, advertising for roofers, right? Where you can just find an ad funnel that works and then just copy and paste it to 100 different roofing clients. I'm definitely— I'm sure that they have their processes, right? And I'm sure it is standardized and repeatable. So we're going to give them here. To me, like, this is not a strong risk reversal at all. I think the, or we work for free until we do, is absolutely goofy. And that's my opinion. Like, just think of it, you're promising them a result. You didn't hit the result. Like, essentially you failed to deliver on what it said just by, you know, right? Why would they want you to work for free?

Right?

To me, I don't like that. I think that is actually worse than not having a guarantee at all. Will it remain relevant for at least 5 years? It's difficult to say, you know, the short-form content is not quite there to the same degree that like, you know, SEO or websites were, but I would say that it's probably going to remain relevant for at least 5 years. But we kind of see in some of his ad stuff that it's like such a, a big opportunity.

And it kind of implies there's an opportunity to dominate social media like never before. An opportunity to book ads in 2013 when there were new platforms.

But I would say so, like without being like needlessly harsh. So, and then does it naturally lead to the main offer? I kind of think that this is the main offer. So that's just gonna be an N/A for now, but we would really like to see like I would really like the results to be tied to a more downstream business objective, but this is probably not possible, to be honest. So I'm not going to really say too much possible as a standard practice. Would love to see a set number instead of $25 to $500 million. That range is just too high. If you do, like, and we don't know this, if they do this, would love to see some quick wins or something in the onboarding process to tie the customer over until their content takes off. And if you do this, would love to see you say it on the page. This risk reversal is worse to me than not having one. You have so much overwhelming proof that I don't think you need any guarantee anyway. Like, those are my notes for the offer. Like, we Strong risk reversal. When you have this much proof, like, this has got to be like the most proof that I've ever seen, at least in like a Facebook ad from an Instagram post. Like, he doesn't need any guarantee, and especially doesn't need a guarantee that, in my opinion, makes it weaker. So for the rebuild, right, we kind of went over it there. Like, so, you know, we want to take out the guarantee completely if we are not going to, you know, give a refund. Basically, we're essentially going to want to zero in on a set number in terms of the result, at least in the funnel. Like we can always elaborate individually on the sales calls, right? We don't, we can just like, but we really need to remove all of this during this process. 'Cause the number of like, people talk objections, objections, objections in the sales process, but the number of objections in the sales process are a small fraction of the objections that would prevent someone from actually booking a call. Not sure which offer is the real one, but we really need to make it congruent. One says 100 mil in 90 days. One says 10 to 500 mil. One says 5 to 500 mil. One ICP website says 1 million CEOs. Sales page says $10 million. They could be, they could be different. Like he could be targeting different than the general website with here. But to me, if you're gonna have a callout, um, like on the sales page saying $10 million CEOs, and then right here it says $1 million, we like really gotta fix that. Then via sales says 1 mil literally right after. So it's just one of those things, right? We just got to fix the offer, and once we do, it will be quite strong. We're going to try to clean this up in a few seconds when we rebuild the sales page. So let's see what we can do. So into the funnel now, because we're gonna go offer and then funnel. Basically the sales page, the VSL. Then we're going to go messaging, and then we're going to go paid ads at the end because we want to get the funnel right. We have the offer, we need to get the funnel right. Then we'll do the different messaging and tie it back. The funnel is obviously the process that turns attention into booked calls. A funnel cannot save a weak offer, but we can't have an insanely bad funnel either because that will kill us. So the funnel needs to basically be treated as one continuous conversation. Every page has a step and a job, and we basically need to move the prospect naturally. So let's do a little bit of a funnel audit, right? So is this the right funnel for this offer? I would say yes, it should be a book a call funnel. Do they have a sales page? Yep. Do they have a VSL? Yep. They have their application and call booking page inside basically iClosed, it looks like. And then I did look at their thank you page in preparation for this, and it is quite good. We're not really going to go into the thank you page today. The congruency, like a very, very big problem. Like we have different ads saying different stuff. We have a diff— we have an Video creative saying a different thing than the primary text even. And then we have like, just no, the answer is no. Does the sales page match the VSL? Like if we go to it, like it says 10 million here and then 1 million here. It says in less than versus in little. And like, this might seem like nitpicking, but this stuff actually matters, guys. Like, when you're— you need to put yourself in the mind of someone who clicked on the ad who is a $1 million per year business owner who's not necessarily thinking about this. And it's just like, here, it's like, what?

Yeah.

I'm like, I'm confused, basically. Like, like, that is gonna be what they're thinking. So I would honestly say like none of this is congruent. The thank you page did confirm the appointment. Let me pull it up actually. So this is the thank you page. It definitely does confirm the appointment. So that's a very nice job there. Does it prompt them to accept it?

Hmm.

I would like to see one of those things where it's just like You need to like a Google Calendar kind of thing. I would say no, honestly. It should have a visual like right here. Our extra watch it kind of says there, but then it definitely has the next steps. And then it has these thank you page videos. So those look great. All the questions are answered. Love that, love that setup. So basically, yes, does 3 of those 4 things. So the first thing we're going to do is the above the fold. If you don't know what that is, the above the fold is the section— like, if you're going to look at it on mobile, like the section that— this is— it's like the section that is visible without scrolling. And to me, like Not to insult him here, but this above the fold is absolutely shocking. It's like, well, it obviously is incongruent, but visual hierarchy, like, this is off. The call to action button's not above the fold. The VSL is half cut off. Like, there's a lot of work to be done there, and we're going to do that in a couple of seconds. It's very important because if you look at heat maps, like, 70% of viewers or more don't actually scroll past this. Of course, the people who are going to be your customers, like, obviously scroll past it and read more. I'm not saying that's not true, but we want to design it where everything they need to know is clear above the fold, instantly recognizable. We basically want to create it as a compressed version of everything. So does the banner match the branding used in the ad? Not really. There's no real branding there. It definitely doesn't follow a clear visual hierarchy. There's no real callout. You have to kind of read it in here, and then it also says something different there. So I guess there's a callout, but it's extremely confused, so I'm not going to say clear. The headline is not congruent, to be honest. I understand the result they're being promised. I'll say yes to that. It's 500— 5 to 500 million views. That's a big range, but Still, does the subheadline show? No, not really. Is there social proof above the fold? No. Is there a VSL? Yes. Does it have a clear thumbnail? Yes. And then no to these. So let's actually rebuild it here. I'm just going to go and start with a template just because, you know, I don't think you need to watch me like do this the entire night. So like, this is what we're going to do here. We're gonna start with a template. This is a sales page template. I'm just gonna do what I would do for this above the fold. So if we basically go here, I'm just gonna take a picture of this VSL as kind of a representation of the VSL because there's a good picture actually like that, just because I'm not going to download his video. So we have the image. Let's go to Webflow. Basically, I duplicate this here. Let's upload his image. Oops, it's kind of cooked. We're just going to pretend that's the VSL. Looks like it. So to me, like, the first thing I would do— what would I do? Go to the website. I'd probably take this logo, to be honest. And then that's way too big, but we'll do that after.

We'll do that.

So book a call. I think we want to keep it as tight to who it is. So book a 5-minute call for 1 million plus businesses and CEOs. A call out, I would say. Um, over 10 billion views generated. Let's just say that. Over 10 billion views generated in 2 years, perhaps. Oh, deleted the wrong one. Maybe we'll bold that. No, we don't need to bold that. And this is where like we need to get the headline of it right. So I really liked what I saw on the Facebook ad, I think actually, because to me like the headline needs to promise a result. And basically what I'm going to do is I'm going to just do what I would do, like, you know, get 100 million views per year filming to just 2 hours per week. That's way too big and way too long. I'll probably just get 100 million views filming 2 hours a week. See, there's too much padding on there. Like, I don't know what is going on with that. There we go, it's better. We get 100 million views, and I really liked— I'm gonna take what he had in his ad library. Change it a little bit. Work with us for 1 year. We script your videos, we edit them, we post them, we manage them. All you need to do is film. It's a bit— I don't know. Let's see what it looks like on the live version. We have to fix it. This logo is gonna be huge. There we go. We just need to make it big. Yeah, I would fix it on desktop, obviously, but it's gonna be on mobile, and I would just do that later. So this— why is this so big? There we go. Are we getting there? Are we not getting there? There we go. Now we're getting there. Seems to me to be a little bit of a— like a little bit. Probably doesn't need to be 24. Let's try that. Get 100 million views. See what it looks like now. It's not quite there. Work with us for— yeah, we don't like that. So let's get this down to like 6, maybe get this down to 6, maybe. Definitely need to fix that a little bit. And then I definitely want to do what I said a little bit on— how would you say I think it could be like this. You will get your first video live within 7 days. That's probably too big though. It's a little bit too big. P.S., and then they'll actually read it. You'll get your first video live in 7 days. Because I remember I said there's a time delay objection, like, do I really have to get, um, like wait 90 days or wait thing? So let's see what this looks like. Um, get 10 million views. Oh, this should say month too.

Just two.

Oh, it's too big. So what do we need to do here? Why is this so big? We could change the— it's like the spacing that's a little big, I would say. We could just— I guess we could technically like put it like that, but not necessarily a fan of that. Oh, beautiful. Not so bad, if I must say so myself. So let's get that here. We really needed to build. So let's, let's do this one. Is this it? And then the original. Yeah, I would honestly expect mine to perform much better. Guess that would be worth an A/B test, right? But we see proper visual. I see a clear call out, one call out above the fold. We see social proof above the fold in a better way. We see proper visual hierarchy. We see one clear offer: 100 million views in one year, filming just two hours per week or per month. Right? I kept saying per week. Work with us, and then like that's the result. And then the subheadline elaborates on the results. Like work with us for one year. We script your videos. We edit them. We post them. We All you need to do is film. Next step's clear. Book a 5-minute call. And one of the biggest objections around time delay is clear. You're gonna get your first video live within 7 days. So I think that, uh, it's, I think mine's honestly much better, but I am also biased. But it's worth a test cuz the one on the left is absolutely shocking, to be honest. And it's one of those things in spite of versus because of, right? Like he probably is getting a lot of business off this, but It doesn't mean it's good. It doesn't mean it's the best way to do it. So I would probably, if I was him, test something like that immediately. As far as the VSL goes, we'll do that next. The VSL is like a one-sided prerecorded sales call that just basically lets them see your face, hear your voice, understand the offer. The thing to me about VSLs is I would always want to design my entire page above the fold and the rest. Assuming that they're not going to watch even one second of the VSL, because especially as you go upmarket, he's going to go for one million or ten million CEOs. Who's which one of them are going to watch a seventeen minute or dig through a seventeen minute VSL? I'm sure there's going to be some, but it's not going to be likely, right? Damn, mine looks good. So let's go to the VSL audit. Does the VSL have a clear thumbnail? It Does is the first line of the VSL congruent with everything else? It's not really congruent with the ads. The seeker's face does. Is his audio very clear? Yes, it is. Look, sounds good. Does it show proof within five seconds?

With this little— if you're interested in generating $5 million to $500 million revenue-generating views in the next 12 months with as little as 2 hours per month filming, watch this video right now.

To me, like, it would be much better if instead of just basically repeating this and repeating what's in the ad, if he just said, do you want to— if you're interested in generating $5 million, like, do you want to generate $5 million to $500 Again, it's that huge range. Do you want to generate 5 million to 500 million views in 12 months like this client, this client, this client? And then they pop up on screen here. I think that'd be much better. Like, that's going to be in my recommendations. The hook: do you want to generate 5— I'm just going to put 100 million views per year like XYZ. You know, AZ, like client, like client 1, 2, 3, 4, 5 pop up with face. I would probably do that, for example, so it doesn't show proof within the first 5 seconds. And that's a big thing in my view that it needs to happen.

Next 12 months with as little as 2 hours per month filming, watch this video right now. In the last 2—

We don't really need to say watch the video right now. They watched the ad. They've already got to this point. Like, they're already watching the video.

Years since I started posting on my socials, we have made $7.626 million.

I think that's a great form of proof. Excellent. It's his proof that makes it even more powerful. Is the proof shown on screen instead of merely claimed? Yes. Is the offer fully explained within the first 15 seconds? Yeah, it's iffy.

Like, within months with as little as 2 hours per month filming. Watch this video right here.

In the last 2 years since I started playing, I think it would play a lot better with my above the fold here because then the offer's explained. Like, you gotta remember that, guys, your ad, your above the fold, your VSL, everything works together. And when you nail all of them, like, they can feed off each other. But when you don't and they're incongruent, And they are like a little bit repetitive, I would say. You can't get away with very much. I'm probably gonna say— I wouldn't say fully explained. I would say sort of explained, honestly. I would say no. Yes, there's very good subtitles. The speaker does look very professional. I love that setup. I would say the VSL, like typically in a VSL, you're gonna wanna make it shorter for people who are more successful because their time is more valuable, right? If you were doing a B2C biz op or something, you might do it a bit longer cuz they have so many self-limiting beliefs. I would say like it's not egregious, but it is 17 minutes and I just, you know, I don't know if we're going for $10 million or $1 million businesses here, but I can't imagine a $10 million CEO watching all of this. I prefer if he just got to the point, especially in his video ads where he already explained it again. Like I just said it, but they work together. If he has— if he was using static image ads, he would need his VSL to do more work, right? But he has video ads here and then he has more video ads as like his VSL. I don't think he really needs it, so I wouldn't say it's appropriate. Without actually watching and like asking. I don't really— I don't know if it does every question, but, you know, honestly, I would probably say no. Can they go through the funnel without watching the VSL? To me, they also can't. Like, there's not much other than proof and the VSL on there, so I would say no. To me, like make an FAQ chapter on your VSL. You need to put writing on the page, especially with busy, successful people who do not typically want to watch a long VSL, so they can just read it. I typically prefer slides in a VSL.

It can come like that's that's a ton of information that you.

do not have at all in the ad or without it. So maybe this is necessary to be this length and we should do it. But at the same time, like, we don't see any of that. We have to watch a full 17-minute VSL. And remember, we're just coming from paid ads and we're loosely interested in this scenario. So I'm probably going to say yes. Don't know if I have anything else in the in the VSL, but like you need to make your ad plus above the fold plus VSL work together a bit better. They are somewhat repetitive, i.e., they've already watched your video ad, they have already watched or read the headline kind of, and it's a kind of a messy headline, the headline. Then you tell— then you kind of waste 15 seconds repeating the headline, then telling them to watch the video. The video that they are already watching is kind of how I would describe what's going on here. And that's kind of all my recommendations for VSL, just looking at it. So let's go to the rest of the sales page. Like, we need the rest of the sales page to basically sell them, especially when you're talking to a higher-level audience who may not want to watch a 17-minute VSL. You need to be able to understand it with the sales page. So do I completely understand it without this? Absolutely not. There is an insane overwhelming amount of proof that is easy to consume. There is no clear written how it works section. On this page. There's no clear FAQ thing that I've seen, so no. As far as the application form goes, looked fine to me. I did it when I was looking for the links. We're not really going to waste any time on this for now. So for the rest of the sales page recommendations I would really recommend a simple, you know, who, what, when, where, why, how section at the top. I would really recommend a timeline for how this works. I would really recommend an FAQ section, of course, and then I would probably because the VSL is very long and complex, write a full-on, you know, 1,000 to 2,000 word, very organized sales letter that is essentially the written out version of the VSL. And then I would probably group your proof around overcoming different objections. You know, someone like, example, someone, I don't have time for this. Then under is a bunch of testimonials from people who said they don't have time. I'd probably do that because you have such overwhelming proof, but it's just dumped there when you could really be using it to overcome objections. Like, the reason, like, a lot of people can't do that because they just don't have The quantity of proof. Like, this is amazing. He has so much proof, so many testimonials. You can read more, and then he has this entire thing that is like crazy, right? He has even more inside. Looks looks so good. So the next thing is going to be messaging. And this is where, like, we, we know the messaging, where we know the offer, we have the funnel, but now we're going to look at the different messaging that they use in their paid ads. And we're going to see if that really relates to their ICPs, problems, circumstances, outcomes, you name it, because the messaging is going to kind of be a double whammy. Like, on one thing, the messaging is actually going to determine who sees the ads, like who it targets. And then it's also going to show that it resonates with it. So the right ad will cause Facebook and the algorithms, because they're so powerful, to show it to the right person, and then it will actually— they'll be more likely to respond to it. A lot of people, like I would say, when they're doing paid ads, they really mess up on the messaging because B2B paid ads don't necessarily have to be pretty. It's just offer, clear message, and then proof is what really makes these kind of things. So if we get down, we're going to do a little audit. We're going to see what different angles that they have, and then we're going to see how they relate to— so we've already seen that kind of direct offer because we've already seen a couple of these when we were scrolling through, right? So we've seen that direct offer type thing. On YouTube, probably retargeting or educational.

There's an opportunity to dominate social media like never before.

So the most powerful organic growth strategy of the decade. He also said dominate social media like never before. Uh, where was my library?

What's the difference between a video that gets 5,000 views and one that gets 5 million views? It's probably the first 3 seconds.

Okay, the first 3 seconds is very important.

Over the last two years, we've generated our client partners five billion.

I just love his setup. It's so amazing.

Here's twenty four million followers and over one million leads.

And then direct offer, I would say.

There's an opportunity to die. Most business owners are creating content backwards. They're trying to get views when they should be building.

It's a decent one. Most business owners are creating content backwards. They are trying to get views instead of trust. Sure.

Hey there, Logan Forsythe here, founder.

Retargeting for sure.

Most business owners are creating content backwards. I see business owners spending $5,000 on new cameras, hiring expensive editors, obsessing over turning audio. Meanwhile, their content still gets 200 views and zero leads. Your production quality isn't the problem, your idea is off.

Oh, very good. So, to— well, you said 200 views, no leads. Oh yeah, 200 views, no leads. Your production quality is not the problem, your ideas are. It's kind of probably true, but it's kind of a— I'd probably use a straw man on it. Like, you know, that they're— I would say their stuff is not, but whatever.

Like, it's 2 years. 8 to 10-figure brands are dominating social media.

Like, okay, there we go. So does their core messaging clearly identify the ICP? To me it doesn't. There's nothing in there that says $1 million that like leaps off the screen. I just— does it appeal to the level of ICP they want to attract? I would say no to me. Like There's really nothing about business in there unless I'm missing something. I would say that— does it use the exact language their ICP uses? I just can't see their ICP saying, I want to dominate social media like never before, or this, I want to find the most powerful organic. Just to me, like, doesn't do it for me. Does it describe the problems our ICP faces? This one does. This one kind of does the first 3 seconds if you get no views. Kind of. I would say kind of. You know, you spent $5,000 and you get no views. Kind of. Does it cover multiple angles? I would say no. Does it preemptively overcome the ICP's major objections? We're not going to watch the whole ad, but anyway. And does each of them lead back to the same core offer? It did. So to me, the direct offer is good, other than the fact that it's incongruent with the landing page, but he does a great job in the ad of that. But I would say that this is not really the messaging that's going to work outside of the direct offer. And if we just like take a look at why, like let's, let's think of some messaging for ourselves. So let's do a little messaging rebuild. So like, what are the different problems that this industry could face? He did the the 200 view one. That one was good, but the outcomes like let's just think. Let's just put ourselves in the shoes of a million-dollar business owner. You know, I don't like. I want to post content, but I don't have the time. Outcomes content will make your ads perform better. You know, they click on your profile. Circumstances, you know, I get all my clients through X and want, uh, not Twitter, but I want to go blank and want another channel. What are the problems? You know, I put so much time and effort into content And got 200 views like he said, but I would say it more forcefully. I would say that 200 views wasn't the main point of it. Outcomes. I would also say that to be just like outcomes, content is the best way to kind of build a network that might be important to some people. And we're kind of doing this Because essentially the markets are so big, right? Not everybody responds to the same thing. Not everybody wants the same thing, right? You know, for example, somebody might want to do content cuz they know it makes their ads better. Some people might want to do content because they wanna build their network. Some people might want content, you know, they want to build a personal brand and that's how they would describe it, right? Like this is, we, this is how they would describe it too. Versus just a lot of these things I just don't think are good. I want to post content, but I don't know what to post about. I want to post content, but I don't even know what I don't know. I want to post content but not sure if it is worth it in my niche or my industry. What could be some other ones? And I probably could sit here and go like Hundreds and hundreds of these if I was sitting on it and not doing this in a video with a time on it. But problems: I am not good at speaking on camera. It's a very good one. I so like just think of the same as instead of. Some of this, like, do you want to post content but you feel you're not good at speaking on camera? Like, do you know you should be posting content but you don't have the time? Are you running ads? By posting social media content, it will actually make your ads perform better. You could probably do 5 angles of that with how. Are you, are you running a lot of paid ads on Facebook? A lot of people will click on your profile, and if you have content on your profile that's valuable Like they're more likely to click or whatever you want to do, right? You could probably do content will make your outreach perform better. You could also probably do content will help you retain clients because it will nurture them. Content will make it easier on your sales team to close. Nurture them and get them bought in and less likely to turn. Like, you could have so many of these, and I just don't think that they're here. The direct offer is good, and he could probably scale this direct offer up quite a bit. But one day we're gonna need to scale it because not everybody responds to direct offers either. You know, have you tried to post? Have you have you put hundreds of hours and have you put a dozen hours into trying to make short-form videos and all they got was 200 views? You know, you know, you should be posting content, but you don't have time. You get all of your clients through paid ads and want to add another channel. You know, I rely too much on referrals and networking. Feast or famine revenue cycles. Like, there's so many that you could do here. And he could choose any of them. So which ones do I like? Because we should move on. We have the direct offer. To me, the direct offer is really the only one that's good after— like, we just copy and paste all of these, to be honest. We just have so many different ways to resonate with people and kind of like nurture people when we have all of these different ones. That our ads will perform much better. Logan has literally some of the most proof I've ever seen, especially lately. He has—he's good at talking on camera. His offer is like very acceptable. It's not like a bad offer at all, and he has amazing production value. He could slam these out in one day and be in a very good spot. It's just one of those things that we kind of need to. To do in my opinion. And then let's get in the final part, which is our paid ads. We all know what their job is, but our paid ads are not there to get the cheapest clicks or leads. Their job is to attract qualified people who will book, show up, close, et cetera. And it can be hard to know which ads are, you know, decoy ads or retargeting ads versus real ads, but we'll try our best here. We've already seen a lot of these, but do they have at least 4 genuine marketing angles? No, not really. There's not any static images. They do have a direct offer, so that's good. They have active ads, that's good. They don't really, in my view, have problem, circumstances, outcome messaging for out-of-market prospects. I honestly don't think this is true. The longest running ads have been running since June, so quite a while. So they don't have any image ads, so we're not going to do this. But for their video ads, let's just take— because let's just take this one for example. Let's take that other one with him talking to the screen. That's— I don't know if that's AI or not, but that's pretty interesting. It kind of looks super grainy, but whatever. So does it immediately stand out? Well, to me, both of these immediately stand out because they're so— well, It would be nice if he had a thumbnail kind of on this screen though, but it does, it does stand out because it's so unusual. They both stand out to me. His production value is insane. Are the ICPs called out?

There's an opportunity to dominate social media like never before. An opportunity— no, give me 90 days and I'll give you This is clear.

Does it show proof? Yes, it does. Here it does. No. Does it show another form of proof within 15 seconds?

They also hit top ten comedy podcasts on Spotify and ended their first twelve months with us hitting a record of 1.8 billion views.

Pray.com went from zero to no, but it's in 24 seconds. I think it's good because the proof's pretty good. Is the entire offer clearly explained in 15 seconds?

Give me 90 days and I'll give you 100 million views without yeah, like that ad's good.

Do we even get to the offer here? Where is that one? No, it doesn't. I don't know if that's a direct response ad or not because it's kind of hard to tell, but yes, it does. Is there one clear call to action at the end? You don't need to do that part. So for Paid Ads Rebuild, obviously I'm not gonna do any video ads here, but I am gonna try to do them a static image ad. So they don't have one, so this will be an interesting one. There's not going to be any before versus after, but let's just try it. So I open my template and here it is. So to me, I want to have something that stands out in the feed pretty good. Probably make it black, make it black, or we'd make this, make it this, like, make it this dark color. Like, if we, if we screenshot that Because then it's kind of on brand, like whatever this color is. So let's get in there, see if we can see that. So yeah, there we go. That's pretty good, I would say. So text first, and these ads should be pretty simple. So I don't know, Businesses over $1 million per year, kind of. So that's a— it's kind of a goofy color even though I put that on the— I'm probably gonna do a bold font here. That's a bit too bold, but anyway, so we're going to have our callout. We can fix it after. And we're going to have— it'll essentially mount to our subheadline, probably 36. And then we'll have some bullet points, maybe 32, overcoming some objections. And then we're going to have a call to action, but that's going to be in a contrasting color, maybe yellow. Does that look okay? It's kind of— I find it so goofy, uh, to just like, do you have a business doing over $1 million per year? Like, I'd probably call it like out like that, to be honest. Do you have a business doing $1 million per year? Honestly, probably gonna do— so we will get you 100 million views. Get you 100 million views in 2— in 1 year, and all you need to do is film 1 million per week. Book a 5-minute call with our team to see if you qualify. I have like this thing called Flux on my computer. Where it kind of turns the screen a bit orange, like to mock the sun or to mimic the sun. And I think it's messing with my screen right now. I'm not seeing very well. Let me just pause quick. So we will get you 100 million social media views. So, so we, we What was— what did he say in his— what do I say over here? So number 1, we script, we script, edit, Edit, post, and manage your videos. Probably going to do it. Script, edit, and post your videos. You will get your first video live in 7 days. Kind of hate Canva's number sequence type thing.

I'm gonna just do number 1.

I'm just trying to think of that— businesses over $1 million a year. That just sounds so Not— well, yeah, a little like amateur. We need to do this a little bit. What should we do with the second one? What's a big objection? What is a big objection? Like, this is kind of the stuff that we'd like to see on the landing page on the main website. But yeah, I'm gonna change the top to, uh, So let's put this also in the bold. Let's put this up there. What is this? What is the second objection that we could do? Are these not lined up? This works for beginners. And like what I saw over here, I probably do a social proof one there. Probably do something like this. The visual hierarchy is quite cooked now. Probably do it like that, actually. And we got to remember, like, when we're using a static image ad like this, what we're trying to do is call them out so they stop scrolling. Tell them the offer as plain English as possible, overcome basically like 3 objections or so if we can. And then we want to tell them what the next step is. And then in our, when we're using static, static image ads, our VSL has to do a lot more work just because we can't really, you know, we're not going to explain the whole offer in an image ad. So I'd probably make 3 ads here. So they kind of have 3 different things on the website. So I'd probably do something— actually, I have so many tabs open, you know, like content, you know, business owners. I'll just do business owners here, to be honest. This will be a direct one. And then if we want to do something different, let's bold this, like extra bold. And then, you know what, yeah, let's do that, actually. And then we'll call it for today. And then we'll just do maybe like a line. Like an underline. So let's see, is this spaced evenly? Well, that made it way worse, but this could probably be even bigger. No, make it there. And then we can probably just. Make it a little bit bigger, and then that will do. So we'll make them this static image ad. Sadly, there was no ad before, but yeah, that's basically going to be. The end of this audit. Like, to be honest, we need to get better messaging in our ads, design the above-the-fold, you know, design a brand new— we need to make it so they know the offer on our sales page without watching Full VSL, do a complete congruency audit between— because we have different ICPs stated, different amounts of views, different timelines. And then what was, what was another thing? Like, I probably— yeah, like, probably get to the point much faster. in the VSL. But anyways, that is how I would rebuild this funnel. I hope it was valuable, and I'll see you next time.