How to ACTUALLY Build a Billion Dollar Sales Funnel

All right, sell me who's the biggest gorilla in the space. They're definitely online talking about shit. What are we selling? Ay yai yai, what sounds more sexy? Shitloads of stuff. No, try again. You're putting me to work today. How do you sell it if you don't know? Alright, so now we're getting somewhere. Whenever you spend money on advertising, there is a risk. And our job as professionals is to lower that risk as much as humanly possible for our clients. The reason that I always say like study the market, tell me the numbers, show me those things, is you're de risking them doing that. If you're coming up with what it is that we feel or what we think could be a good thing, then there's just so much risk present in it where if we can already see proven selling appeals and run with them, we've already just de risk it dramatically because we already know that people are doing it and it's working. So we just need to do that, but just way better. When most people like marketing, like it's always a business owner that gets bored of his offer before the market does. They have a need for novel and newness. There's a reason that we don't run it as sponsored articles because they don't pull as much as an ebook. And the reason why is like it gives them that easy, quick dopamine trade off that they want, that all of their answers lie in a PDF report that they just put their name and email address and they get. When you speak to the business owner, you're getting like a very jaded opinion of how things work. And a lot of people are so close to it, especially if they're not running like advertising at large scale, they are completely out of touch of what the market really wants because they're looking at it from like their small number of clients that they deal with and they look at it from like an industry insider. They don't look at it from like an outsider. That's where it's like we do the survey, we have the onboarding questionnaire, we have the kickoff call to try and find some golden threads. But experience tells me that those golden threads are largely very rarely found from having that conversation with the client. And it's based on me actually validating and having a look out in the market and seeing what is actually happening. So like, I trust that like way more that subjective data rather than the objective conversation that I happen to have in that time with the client. So don't just be like this is what the client said. Because when the campaign doesn't work, you can't go back and say, but this is what you said to me, client. It's all your fault. Everything. They blame you, they blame King Kong, they blame everything. The last thing that they'll ever blame is, that's what I told you. They'll never ever say that in a million years. So. Because it's then our responsibility and we know that when the shit comes down, it's going to come down on us. It's therefore our job to really make sure and validate. Okay, what is this market really, really want? If they tell you the changes are coming, just start Googling it. Changes coming to the plumbing industry, changing to the plumbing industry. Reddit Australia. Go and start to see like what the forums are saying and what people are saying online. Because if we're saying that like, hey, you usually have to go through to a board and it takes two weeks to get back. There will be Facebook communities, there will be Reddit forums, There will be people talking about these issues online because they come back and bite them on the ass. There'll be something that. This is where we spend like 80% of the time, market selection and research. So I would really like figure out what is that pain point that they have and how big before you decide, okay, this is what we're going to do. You're the crow member, right? You're the strategist. So your job is to sit down and to get all the most reliable information that you possibly can to make the decision. So the very first question is, what problem are we trying to solve? What are we trying to solve? Are we trying to get more opt ins? Are we going to always be sending people direct to the offer page? What is the issue? The client needs more leads. Okay, what kind of leads would he call a free report lead? Like, what is it that he wants? Does he have more time or does he have more money? Oh, no, he has definitely more time. Excellent. Then let's run through the free report. Like, you need to look at the big picture. When anybody comes and presents you facts, the account manager is coming, oh, this funnel is not within KPI. Or the traffic person comes and says, hey, I'm having a problem with this, or the client's not happy or whatever it might be is you need to get everyone involved. That's the first thing that I do. If anyone in this organization comes to me, I'm like, get them on a zoom call. I'm gonna get everyone on the zoom call. So I'M not like, oh, well, Louis said this or this person, just bring them all to me and I'll get to the bottom of it. So you get everyone involved and you find out what is the problem that you're trying to solve. First, it's the offer page. The offer page not converting. Okay, well, how. What percentage of people go from the opt in page to the offer page? Because that's how the funnel is designed to work. Oh, no, no, no. We're just sending people directly to the offer page. All right, then that's the first thing. Like why are we doing that? Why do we not have them on funnel one? If they need more leads, we typically do like a 5050 traffic test. It's very difficult to ascertain going in what is going to be the best play. If you said to me, okay, they've got a team of hungry salespeople, what would be the thing? Keep them on funnel one. Go to an opt in, get a phone number field. It works like crazy. You will never get a cheaper cost per lead. But I don't care what you put on your offer page, you'll never ever get a cheaper lead than putting a free report on there with a phone number. If the client is willing to do that, and then if the cost per click is prohibitively very, very, very high, then going directly to the offer page more often than not beats going to an opt in. There's a nuance to it though. There's not a hard and fast rule, but by default that person is more bottom of funnel. They're already considering. They're already up on there. But again, the argument is, well, okay, you get a 5% click through rate and a 3% conversion rate. Well, all those people are bottom of funnel. So what are the other 97% of people doing? Well, they're not ready to speak to nobody. What do people use the Internet for? What do people use Google for? Information. That's why we give them it in free reports, because that's what they want. They're starving for information. Because no matter what you have on a lead gen site, even if you've got the best lead gen site on planet earth and you're converting at 30%, what are the other 70% of people doing? Well, they're on Google, they're clicking, they're looking for something, but they didn't have it on your lead gen site. It's not just about getting the cheapest cost per call. If you want the cheapest lead, just run Facebook lead ads.

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