This YouTube instructional segment focuses on middle-of-funnel (MOF) marketing — emphasizing that MOF is where revenue is generated. The speaker urges teams to proactively build and launch ads without waiting for mentor approval, complete a lead-magnet and ad-brief checklist (niche, pain points, verbal/visual hooks, CTA, destination URLs, supporting copy, placements, budget), and use a pre-launch checklist ensuring high-quality creatives. The talk also covers audience targeting (warm vs cold), recommended asset types (lead magnets, workshops, challenges), and a growth mindset for learning video editing and copywriting to execute campaigns and generate leads for sales.
Middle of funnel. This is where the money is made. This is the main stuff in my opinion. So just a note guys, I did go through it in the top of funnel. Do not wait for my approval to get started. Once you filled in this document, start creating your ads, start building the creative, start doing the videos, whatever you want to do. Start, okay? Do not wait for me. It can take up to five days for me to get back to you for this mentorship. So get going, move, launch the ads, run them, get the results, come to me with the results and the data. The data, not the emotions of this. So thought exercise similar to above. I want you to read write this stuff all the time so we ingrain it. It's like burned into your brain. Who is your niche? What are their top three pain points and how does your solution directly address those pain points? Is your messaging across website, social media funnels clearly articulated and communicated as above? Yes. And that does this align with your audience's needs and challenges? Yes. It has to be yes on both of those. So the lead magnet playbook, I'm linking to this module over here. I'd like you have to obviously have a lead magnet or a challenge or a webinar or workshop or anything like that already planned before we start planning the ads. If you don't go and do this first, it's going to help beef out the thinking of what you need to do. So I'll click on this now. I'll just quickly open this up and go through this. So who's your niche? What's your competitors running? What are their problems? What awareness level are they? Yada yada. After you've done that, you're going to have a very good idea of what we can start to run on ads here to get something happening. If you're just starting out, I would just run a lead magnet. We do workshops and challenges sporadically, usually every quarter. Same process for that as well. So what is your download, webinar, lead magnet, VSL or challenge about so hours coming up. The one that's coming up is a thousand leads in three days. Or it's like the coach lead gen challenge or something like that. But anyway, that's the topic and theme. Verbal hook, what opening line will grab their attention. Visual hook, what design or visuals will make them stop the scrolling so you don't have to do a talking video for this. You can do like a B roll type video with words on it. You can do a talking video, you can do some creative stuff, you can do ebook covers, you can do like just text on the screen. There's a million things to do, obviously search the ads library and you want to just see some examples of what the best are doing. Not the best in your local area, the best in the world to look at what the best are doing. Cta, where do you want to drive the audience? Are they going off page? Are they going to a landing page? Are you doing a lead ad? Like what. What is kind of happening here? If you don't know, you obviously pop don't know in there. I fear for you. But we will get there eventually. Destination, where are you going to send traffic? So pop the links in here, the landing pages, registration pages. It's really handy if you've got like multiple pages. You've got the homepage, then you've got the thank you page. Put all the URLs on here because it helps with the tracking, setting up pixels, that type of stuff. Supporting copy. What context or information will need to be included to make the ad clear, compelling? Will you need the features? Will you need the benefits? Will you need the headline? What, what kind of stuff are you going to need to make this compelling? Is this targeted at warm or cold audiences? Usually I would do cold for like a general lead magnet type thing. If you are running a workshop, most of the time workshops and challenges for me, I'm running them warm. I only want to get people that are actually going to show up or in my audience, this. So you can do warm or cold. Depends what you're on and depends what you're running here. But you need to make a decision for yourself on what you're going to do here and use your new ads, mindset and skills to understand what we're going for here. Placements, where you're going to run this Instagram, Facebook, wherever it is budget. What's your budget for this daily budget? How are you going to handle trolls? Same as above. All right, so we're going to get into the creatives here. So headlines. So for this type of ad you have the opportunity to have different headlines. So three headlines, three copy variations, long, medium, short, then links. So URL that you're going to drive them to. If you're running a lead ad, there's going to be no link there and then links to the creatives if they're in a Google Doc or folder filming, we've went through that and then we have our pre launch checklist similar to above. You've got to get a yes on every single one of these. If it's a no Go and fix it. Okay. Needs to be high quality and epic. Make sure it does not look like it's been created in paint by someone that doesn't know anything about design. Video needs to be good as well. This is a great opportunity for you to learn all this stuff and that's a good mindset piece. Actually it's. A lot of people come into this stuff and they're like, I'm not a videographer, I'm not a copywriter or I'm not a, an ad guy. Neither am I. But I've learned all that stuff. And it's super easy to do. You just have to apply yourself to it. Okay. So you can. It's really easy to watch a five minute YouTube video on how to edit a video in whatever app you want to use on your phone. Really easy to learn how to use chat GPT to write copy. That doesn't suck. Really easy to learn how to talk on camera. Okay. You've just got to practice and do, practice and do. And that's how you become a well rounded marketer. And as I've said In this training, 80% of coaching consulting service businesses is sales and marketing. Okay, we're going to dial in the marketing component. Then you got to be hopefully not bad at sales. And if you're bad at sales, don't worry, we've got you covered as well. But this is middle of funnel, so fill this out, get planned, start, create all, all the content, create all the hooks, create the visuals and then launch your ads. Let's go. Let's get some leads and get on the horn and start selling these people what they need.
