This is a short interview segment (YouTube) in which founder Sabri Subhi argues that sales funnels and lead magnets are not dead but are "timeless" strategies. He emphasizes focusing on market psychology (understanding the customer's burning problems) rather than on advertising technology or complex multi-step funnels. Subhi cites market context—ecommerce penetration (~8–9% in Australia, ~17% in the UK) and that 84–95% of transactions start online—and gives an anecdote that he scaled a business to $25 million in annual revenue in 18 months using a simple two-step funnel (free report + "godfather" offer).
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Founder Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really make good and make change in the world.
Over time. Most marketers are aware now of funnels and how best to use them. Do you think there's a danger that consumers are cottoning onto the whole lead magnet thing, that the compelling offer, obviously not a godfather offer, but do you think they're not so much dead, but do they need to be reinvented? Or is that how you differentiate by using your godfather offer?
No, I think that, like, it's a timeless strategy. So I think it will work. In 150 years from now, the same strategies will still be working. Because if you just look at the market, right, and where the market's at right now, like in Australia, obviously these numbers have been dramatically accelerated because of COVID and lockdowns and people's inability to buy, you know, in person. But like, you know, e commerce, you know, accounts for, you know, around 8 to 9% of total commerce. Right. In Australia, I think in the UK it's probably close to around 17%. Right. But 84 to 95% of all transactions start online. So if that's where, you know, 90% of the transactions begin, right. But they don't take place on there, then you just have to look at fundamentally why that happens. And it's because people are in search of information, right? And the reason that a high value content offer works so well is because it provides the information to the burning problem that your market is searching for. That's why they're online, literally by definition on a search engine searching for information, right? So it's like people like to overcomplicate it and think it's about this and it's about that. It's like I have taken business from, you know, doing barely nothing in revenue to $25 million a year in 18 months with one two step funnel, a free report and a godfather offer. And then there's all these people on the Internet showing you these like ridiculous funnels that are like 150 steps and it's like, man, I'll just eat your lunch every day. Because you're focused on the technology, not the psychology of your market. So, you know, I think if you're putting together like a shitty little like lead magnet and it's like thinly veiled and it's got no value, and then you don't make a compelling offer and you're more focused on the technology rather than the psychology, you're more focused on how to say things than what to say then yeah, it will. You'll have a tough time and you can funnel hack somebody all that you want and try to recreate what they're doing. But unless you fundamentally understand, stand down to the marrow of your market, none of that stuff's going to work. Because the technology is this, the delivery vehicle to deliver the psychological, you know, warfare that takes place with turning attention into money.
I think that's one of your differentiators, isn't it? You focus on the psychology, not the technology. You say that, you know, basically your channel platform agnostic, it doesn't really matter what you're doing.
Yeah, because you know, I can move into any market and like any traffic channel and I, I can take over that traffic channel for my market because I'm focused on the things that aren't going to change. Right. The Internet is so fast moving. There's so many emerging advertising platforms. What used to work on Google five years ago no longer works today. What worked on Facebook a year ago no longer works today. And instead of mindlessly focusing on those things that are forever changing and that I don't get any compounding dividends paid to me throughout my life because they've changed. And the half life of those skills are very short. I focus on the things that aren't going to change, which is the human psychology and the human condition. And I don't care what the advertising platform is going to be in 10 years. I know that with the skills that I have, I will be able to go in there and wipe the floor with whoever is on that. People want to overcomplicate it all they can, right? At the end of the day it's about getting eyeballs, getting attention on yourself and on your business and on your offers and landing pages. And then after you've been able to do that, it's then about solving the problems that that market has better than anybody else in that market in a more compelling way. If you enjoyed this video, please like and subscribe. We're dropping a video like this almost every single day on YouTube and if you've got any questions, leave them in the comments box below with heysubrey and I'll do my best to get in there and get that answ.
