A sales-training YouTube presentation by Nate Tilley that lays out a 10-step process to increase profits by optimizing every stage of a marketing funnel instead of just obsessing over ad creative. The speaker demonstrates funnel leakage with a numeric example (1% click rate → 1,000 clicks → 30% opt-in → 300 leads → 15% books → 45 booked → 70% show → ~31.5 calls → offers to 50% → 6.3 clients) and prescribes full-funnel tactics: targeted retargeting ads addressing reasons for non-opt-in, robust email nurture flows (80% value / 20% pitch), SMS outreach for higher open rates, aggressive calling (recommendation: 12 call attempts minimum), loom "pipe bomb" videos for ghosting prospects, and creative physical outreach (handwritten postcards, novelty items) to force attention and increase conversions.
Chapters
There is a million dollars hiding in your business and I'm going to show you exactly how to find it. I'm also going to show you my 10 step process for doubling, if not quadrupling the profits out of any campaign or marketing channel. Plus I'm also going to show you exactly what my sales team do and how they use things like this and this to follow up with prospects that are ghosting us that ultimately end up converting and working with for years to come. Let's start off with lead gen. You're looking at a complete funnel and you're looking at running ads. Let's just say that you get a impressions on your ad and if you have a good ad, only 1% of people are gonna click that thing. From that you get a thousand clicks coming through. Let's just say that you're running them to a two step opt in funnel. You get a 30% opt in rate. If you're doing things right. 300 leads come in, 300 people raise their hand. I'm like, yo, I'm interested in what it is that you've got. You get 15% of those people to book in a call, 45 booked calls, but only 70% show up to those calls. So 31.5 people, that's how many people we get on the telephone. Out of that we make offers to 50% of those people, we ask them to buy. 15.75 people here that we made offers to and we closed 6.3 clients. At every step of the funnel there's massive leakage. As marketers we just get slapped across the face all day long with rejection because at every single step of the funnel most of the people don't do what it is that we want them to do. And this is what 90% of people say. Well, the leads just aren't very qualified. I just need people that just show up to these calls and they've got more money, they've got no objections and they just buy. I just need to go change the vsl, I need to change the mechanism, the chat bot, Facebook ad tactics. No homie, that's not what you need to do. Right, but that's what people fucking obsess over and that's what keeps them broke. Now we're going to break down each single step of the funnel and talk about how to get full funnel optimization to get you way more throughput and way more cash. The 1% of people that you did get to click through to your ads, they are interested in some regard, otherwise they wouldn't have Click. That gives us a ads retargeting pool and most people give up on them. I know that most people do retargeting, but they do it really shit. They just try to smack them over the head with more of the same stuff that didn't get them to opt in. Like think about how ridiculous that is. It's like if you made an offer to somebody and they didn't buy and then you just call those people and you say the exact same thing and try to get them to buy, they'd be like, man, are you tone deaf. Like that stuff didn't work, I'm not interested. Well, why did all of those people not opt in but they clicked on my ads. And that's when you want to approach these people and think about like, I wonder why they didn't opt in. You want to run ads that specifically address that and say, hey, like this isn't like a stodgy, normal, crappy lead magnet. This has got some hardcore stuff in it. Even address them that you saw that they clicked on your ad. They didn't opt in. Just address that in the retargeting. Let's look at one step further down the funnel. Let's look at the people that did indeed opt in but didn't book a phone call. We want to follow up with those people with email. Most people, they're not even running two step funnels. They're smashing people directly to a landing page or a VSL naked and getting them to book in a phone call. And they don't even have these other means. The thing that you really want to be putting a disproportionate amount of your effort in is in following up. Because the way that we get leverage in our funnel is by getting more output than our inputs. And this is exactly how you do it. Emails. We want to make sure that we've got lots of email flows that go out in there and they're addressing what those specific questions are. Make them good, make them entertaining, deliver value and make an offer to them. 80% value, 20% pitch. There is nothing at all that is going to get you to book in more phone calls than by leading with your best foot forward and providing as much value to the marketplace as you possibly can in advance of ever making them an offer. So that's emails. The next thing is most people don't ask for a phone number. Yes, having a phone number is going to decrease, increase the opt in rate, but it's marginal, it's a 1 percenter. It's not going to move the needle crazy. But what is going to move the needle crazy is being able to SMS these people. We've got phone calls and SMS's that we're going to be doing. The reason why SMS is so great in a world where the gold standard for an email open rate is like a 20%, 30%, 40% SMS, 80%, 90%. Everyone's got their phone on them. They get the text message, they read it. When it comes to outbound calling on an opt in people, call them once or twice and be like, yo man, like I called 10 people, I didn't speak to anyone, I hit a voicemail. You just didn't do enough reps man. If you do 100 dials you'll get to speak to 30 people. Out of those 30 people, the vast majority of them won't be interested. You'll have 10 good conversations and then from those 10 good conversations you should be setting around five to six appointments. You want to call each inbound lead at least 12 times. 12 is the minimum. Don't do what all of these slimy salespeople do and don't leave a voicemail. You would only not leave a voicemail if you are some slime ball that has something that's not going to benefit somebody and you're scared if you leave a voicemail they're not going to call you up. How about just having your game on and knowing how to leave a voicemail. The other one, P.B. no, that ain't peanut butter homeboy, that is pipe bombs. We've all had it. You're speaking to the hottest lead.
They're like yo, really love this. This is a, that I've got blah.
Blah, blah blah blah.
Give me a couple of days to think about it. I need to speak to my partner.
Then radio silence. These people ghost you, right? This is how you get around the ghost. A pipe bomb is a loom video that you make when a prospect begins to ghost you. That is something that they can consume that is less threatening, that should have value in it. And you also get a notification when they watch those videos. When a lead goes unresponsive, that doesn't mean that they don't want to buy with you. Right? Because the fortune is made in the follow up. This is the stuff that unlocks all this hidden profits and revenue in your business. Twitter, Instagram, DMs, emails, I don't care. We attack by land, sea and air. Any avenue that you can go, you want to go. The thing that you don't want to do is send a text message on day one, then send an email in the afternoon and then do a loom video in the evening. That's stalker behavior. There is a cadence to the follow up. You want to hit all avenues all at once. So if you leave them a voicemail, then you send them an email saying, I left you a voicemail. And then maybe day two, then you send them a pipe bomb. Now you might be wondering what this is. This is the part in the video that I'm going to show you exactly what me and my team do. This is where the rubber chickens come in. We made offers to 15 of these fine folks, but we only got 6.3. What most people do is they call them and they're like, yo, they. I'm just calling to follow up on the proposal that I sent you. Have you seen enough to make a decision? That is some weak ass follow up, right? It makes me want to strangle this chicken hearing that shit. You want to be creative? This is where we send them things like rubber chickens and say, you have to be a crazy chicken not to get back to me and hear what I've got for you. Then we send them outrageous packs like this that demand their attention. Yes, Triple X, adults only. How the hell can you not open this shit up? Then we've also got postcards. So that's exactly what this is. This is a handwritten note. Cost a dollar to send nothing. I can really count on one hand the amount of salespeople that do all this crazy shit that we do, right? Send them out postcards and all of that jazz. Most people just aren't willing to do this stuff because guess what? It takes effort. But if you want to do multiple millions of dollars per year, per month, per week, per day, this is the shit that you need to do. Instead of looking at the sexy stuff and all the top of funnel metrics, look at every single stage and look at how can you maximize that? This is the million dollars that is hiding in your business. I hope you like this video and I'll see you in the next one.
