In this coaching conversation, a consultant (Speaker A) helps Liz, whose business generates $600K/month and charges $6K per client, troubleshoot why her Meta ad spend stalls when trying to increase daily budgets from $5K to $10K. The advisor quickly dismisses bidding strategy as the bottleneck and points to creative assets—specifically the hooks used in ads. He introduces Eugene Schwartz’s five levels of audience awareness, explaining that Liz’s current ads are bottom‑of‑the‑funnel, straight‑to‑demo offers that only resonate with the small, already‑aware segment (~3%). To scale, Liz must create top‑of‑funnel content that educates the larger, unaware audience, accept longer break‑even timelines, and openly share high‑value material in lead magnets, video sales letters, and ads. The conversation emphasizes shifting from a narrow, direct‑response approach to broader awareness‑driven messaging to unlock higher ad spend and revenue growth.
Chapters
They don't know who you are. Just saying like, hey, book a sales call is a tough ask. That's the issue.
Hello?
Hey, Liz, what's up? Monthly revenue of $600,000 a month. Congratulations. Badass.
Thank you. Industry is many chat funnels.
Got it. What's your price?
$6K a month.
Okay. What's the question? How can I help? Now that I have context, I've been struggling to double my ad spend.
So our Meta ads break when we push from $5K a day to $10K a day.
Yeah.
So the question is, should we Instead of multiple $1K a day campaign, which might be competing against each other.
They're not, doesn't matter. Keep going.
In the one master campaign that's spending $7K to $8K a day with one single asset, but a ton of ads is better than multiple $1K a day campaigns.
I actually don't think it matters. All right. I'm being real. I don't, my whole life that has never been the thing that has limited me. Said differently, I don't think your bidding strategy is the limitation for why your business is not getting $2 million a month.
Is it creative then?
Yes, I think it's probably the creative. How are you thinking through the hooks that you're choosing?
Well, I'm researching using ChatGPT, whatever ads I see online, what feels good, what sounds interesting.
I'm going to guess right now that that's probably the issue. Are you familiar with the 5 levels of awareness from— this is Eugene Schwartz.
Yes, I am.
Okay. So you have to translate those levels of awareness to the types of hooks that you're making. So if you have like a hard ceiling on your advertising spend, like once you get over a certain level, like you can't spend spend more is typically because the nature of the hooks and the content that you're talking about only really relates to the bottom of the funnel. Are you just making a straight offer in your ads?
Yeah, I'm making an offer to book a demo.
Yeah, too. You're like, you are so level, you're so low on the awareness thing. Like that's the issue. They don't know who you are. Like just saying like, hey, book a sales call is a tough ask.
Okay.
You've probably heard the whole like 97% of the audience isn't ready to buy right now and 3% is. Right now you're spending all your time on that 3%. If you want to scale this thing, you got to be able to go up.
Makes sense.
Now what happens is as you go up funnel, you might need to have a longer process of breaking even, a longer process of educating the prospect, and you need to have wider hooks. And if you're super hands-on, which it sounds like you are, if you're charging $6,000 a month, you can give away all the secrets. I promise you, it will not matter. Give away all the secrets, all the sexiest stuff, put it in your lead magnets, put in your ads, put in your little video sales letter that you have, and people are going to be like, I don't want to deal with that. I'll just have them do it.
