These are the only funnels you need if you want your business to grow
Tim Frey and Steph break down three marketing funnels for coaches: organic social content that moves to DMs and calls, retargeting ads with VSLs, and email sequences built from repurposed social posts. They focus on a five-email launch structure and share how they close calls.
Questions this video answers
Episode 107
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I can't see an argument for not sending emails other than I'm lazy or I don't have time.
Oh, cold out.
Say this lovingly. It's time to send some freaking emails to your list. Why should I bother email marketing? 1. If Instagram ever shuts down, you lose everybody's details. 2. People open emails differently to the way that they open their social media accounts. People are opening their social media accounts to be distracted. People are opening their emails when they're ready to be serious and they're sitting down and they're doing real business. Okay. They're opening the emails when they're in a work focused mind, which means they make different purchasing decisions and clicking decisions. So if you're giving value in your content on social media, just turn those into emails every week. It's like the easiest thing you could possibly do.
Welcome to episode 107 of the Success School podcast. Today we're talking about the three funnels coaches actually need and the ones you can ignore. We're going to give you a full in depth marketing analysis of each of them today. Steph, how are you feeling today?
I would say that some funnels are stronger than others.
What the fuck is a funnel?
Yeah, what the fuck is a funnel? Do you remember when funnels used to.
Be something that click funnels?
Eh?
Well, there was even 30 day funnel.
Challenge before click funnels. There was just the funnels that you do in your backyard with your mates. Beer funnels. Yeah, exactly. And now they're all like fancy and we have all these fancy words of.
I used to play with funnels when I was a kid before drinking water.
In them and stuff.
And you've really transitioned from like playing with dirt, drinking alcohol and now making money. That's like the definition of a funnel.
Yeah.
What's your update?
Well, actually, I was giving you a segue.
You were giving me a segue.
Okay.
Because tell me about how's that segue going to work.
Some funnels are stronger than other.
They are, I guess, a bit of a personal update, bit of a story. I've actually become a paid content creator from Meta. It's been amazing before Steph, which is probably a bit heartbreaking for her. But actually, guys, I've been paid a large sum of money, 1:57 by Meta for a post that I made on Facebook. And this post was actually a ripper, if I don't say so myself. It was about, obviously it was about sperm. And I've got some good news for you guys. I did the Andrew Schultz. I Did the you know what in a cup and I had the results back. And I know I went through this on episode 100, but I just wanted to give you guys the. The full loop. So I know you guys have been, you know, thinking about it, thinking about it non stop about my sperm count, but it looks like I have the sperm count of a man. A normal man.
A normal man. An everyday hero. An everyday hero.
He's so back, baby.
He's so back.
So watch out. Lock up your mums. I have sperm. That is dangerous. So, Steph, anyway, your personal update. What's going on?
You need to lock up your mum.
Lock up your mother.
The only power.
Lock up your mother.
The only person who needs to be locked up is me. Off the back of that, that went in a wildly different direction. You started talking about getting paid as a content creat and I was like, this is not where I thought this was going to go. Anyway, on the back of that. We've been trying to get pregnant. Now, obviously we've got great sperm count, we're good to go.
That's what this whole thing's for, by the way.
Yes.
You didn't link that together.
Yeah, we don't just talk about Tim.
Sperm for no reason. Pump up those numbers, KPI everything.
And so we're trying to get pregnant. I have, honestly, an entire group of friendship circle who have struggled with this very specific journey.
You have friends.
I do have a handful. And all of them have struggled, which is interesting. Most of them, I would say, like 80% of them have struggled to get pregnant. Conspiracy ghosts in their 30s. And so the thing that I wanted to say was that I think the system's broken because obviously, like, when I look at it, I think about all these people who are really healthy. I mean, like, we can talk about whatever cortisol levels or whatever, but, like, you can't tell me that compared to a crackhead. Come on. People are getting pregnant all the time. Like, it's not cortisol levels that are causing our problems. Guys, let's be real. Maybe a little. Let's be honest. It's the fact that they stuffed us all on birth control for 10 to 15 years and then told us that we'd be fine. It was gonna have adverse reactions.
Yeah, it's all good.
Yeah, it's all good. And a whole host of other things that I believe probably contribute. And I think it's about time that we stop prescribing birth control to teenagers and start just telling them about ovulation cycles because if you just. Which I didn't know about until literally this year.
Yeah.
If you just learned about ovulation cycles at university, you just wouldn't have sex in those times if you didn't want to get pregnant. And it would be that simple.
I didn't know about ovulation cycles till, like last week. Till you're like, it's my ovulation window six days in a row. And I was like, let's go.
Yeah, we. We have been learning things.
Let's tell. Let's tell that story. That's pretty funny.
We both, obviously, I've been tracking my ovulation cycles and I've been using the test kits. And so for those of you who are listening, don't know what that is, you pee on a stick and it tells you whether you're ovulating or not. And we've been using these test kits. So the smiley faces that flash and then the smiley faces that are still. And when you get the smiley face, that's still. That means it's go day. But for about five days in a row, I got this. These flashing smiley faces. So I kind of thought, well, we must be very close. I didn't realize your ovulation window was like, for so long in terms of, like, the ovulation window isn't actually that long, but you have a few days before ovulation where you can have sex and hopefully the sperm will survive until the egg is released on ovulation day. So I didn't really understand that process and I really tired Tim out, basically.
Yeah. I thought it'd go down every day for six days. I don't have any more bullets in the tank. I'm shooting fucking.
We're very tired.
I'm shooting dust.
It got to one of those points where you're like, I don't, you know, really looking at the watch like, we've got to do this. I guess so. Anyway, probably a very big insight that you didn't need into our life right now.
Yeah.
Let's circle back to what we're actually talking about, which is funnels that coaches actually need.
We're going to give you guys the three funnels to actually grow your coaching consultants or agency business. Which one's great? Which one's a waste of time? Honestly, the three we're presenting are all epic, so none of them are waste of time. If you're posting daily and still not getting clients, we're going to give you guys the four. One, one. But before we get into that, guys, I'm Just going to tell you, a lot of people don't know this actually. They listen to our podcast and they're like, what do these successful people do? That's actually our overarch brand and then we have a few different products and things we do under it. Our best product is our mastermind. And in that Mastermind, it's a 12 month coaching container where you can get coached by Steph and myself. We have a lovely team of client success managers as well. Essentially we coach our clients five days a week. There's also one on one support. We do three retreats a year and it is really designed for coaches, consultants, service businesses that over the $10,000 a month and they want to scale up to seven figures or multi seven figures. That's what we do. So we teach marketing, we teach sales, we teach PA ads, we teach scalability in terms of setting up systems, processes, all that type of stuff. And we've recently just changed our offer model so it's really easy to get started. With us it's just 297 a week for 52 weeks for a 12 month commitment with us. And we have a 30 day love it or leave it as well. So if you join and you come into successful and you don't love it, you can leave in your first 30 days. Obviously we have some stipulations on there. If you sign up and just fucking ghost and you're like I didn't like it and don't do anything, we're not going to accept that. So there are T's and C's on that as well. But yeah, we would love to.
Why did we tell everybody about why we made that decision? Because I think that's really interesting. I think people gonna be like, whoa, hold up, why did that change?
Yeah, so we've been looking at the sales data and if you listen to our podcast, you know we're about KPIs and data. We've been tracking sales and they get a little slower or they've gotten a little slower as the years progressed. And the big objection was hey, I don't have five thousand dollar deposit to join your program. And then the reason we have a $5,000 deposit is we pay our salespeople very healthily and then we pay our client success team very healthily and then there's a CAC and marketing cost as well. So that liquidates that. So then we can't go into a cash flow negative state. Actually we don't really make too much out of that first like initial investment. So we reworked our business model, made it simpler to get started because really we want to help as many people as possible and we don't want them having $5,000 deposit to be the barrier that stops us from helping them and helping them grow a seven figure business. So like the big why is obviously, yes, it's a win for us, but yes, we can help, which is incredible.
Okay, so we're going to tell you guys about the three funnels. And the first funnel is the social funnel. So this is the organic content to DM to booked call funnel. Okay. And this is a funnel that you actually need because all of us are running organic content. Well, I hope so. It's interesting though because a lot of people do think that if I just run paid ads, then I'll never have to do a post ever again. No, guys, marketing is an omnipresent thing. So people are going to check out your organic channels, they are going to be retargeted by your ads, they are going to fall into different versions of your funnels. But your organic to DM to call funnel is absolutely necessary. And this is the one that most people are running. So step one, it's a very simple three step process. Step one is you're gonna post daily on your social media. And some of those posts need to be a mix of value. So giving back and showing that you're an expert and teaching what you know. And then additionally there needs to be some proof. So here's how I got this result. Here's how my client got this result. Sharing proof on your stories, things like that, so people know that you're not full of shit. Now, if you're a coach, in today's climate, proof is more important than it's ever been. We've been having conversations about that and we have a podcast episode coming up actually about the future of coaching in next few weeks. But if you're in a coaching business right now, it is more important than ever to be showing proof in your social media marketing. So you're gonna do the posting of content daily. Okay. Step two is to start conversations in the DMs. So you can either get people to comment the word, you can get them to DM you, you can start conversations with people who are replying to your stories, you can start conversations with people who are new followers. But if you don't start conversations or at least hold conversations, it's gonna be very hard. Unless you're going viral and getting shitloads of new people into your funnel, it's gonna for you to convert those people into sales. So step two is to start conversations in your DMs and then step three is to book a call or send an offer doc. Two different things. Book a call, obviously is going to be like, there is a whole process to this and we've broken this down on previous episodes around DM selling and how to have good conversations in dm. So you're not just going to open up a conversation with someone, be like, hello, would you like to book a call with my business? Obviously you are going to start a conversation and ask them lots of questions about themselves and get to know them a little bit more and then invite them to book a call. If you know that you can solve the problem that they have now. At that point, if you don't do sales calls, you can send what we would call an offer doc. You can also send a vsl. All these three things work. An offer doc is basically your pitch on a Google document and it has all the reasons why they should buy and all the proof points and all the things you would need to have to make that work. So you can send that to them and hope that they sign up or prompt them to sign up. You can also send a vsl, which is a video sales letter, which is a video of you talking through your product, talking through why it's good and why it's different and why they should get it. And again, showing proof. There's lots of different ways that this can work. We use ours to book calls. So this is a funnel that works very consistently all the time for us and has always worked. It works even better when we run ads, but it certainly works all the time. Did I miss anything?
No, you nailed that. We're going to go on to funnel two now. So this is a warm paid ads funnel. And just let me say here, for this to work way better, you have to be running organic content because you need someone to retarget. So when I say warm retargeting funnel, what I mean is retargeting anyone that's on your Instagram, Facebook, email list, that kind of stuff. So what we do is we actually upload those lists to the meta ads platform and then we can target them so they'll be seeing our content. So the whole reason of that is the easiest way to sell your product is to people that already know, like and trust you. And, you know, there's all those old statistics that it takes like someone 8 to 16 interactions with you, like from all the business textbooks to make a buying decision or Make a decision if they're going to work with you. So it's. It's far easier to retarget people that already know I can trust you. So the way we do that is we send them a VSL or an application form to book a call. What a VSL is a video sales letter. Essentially, it's like a landing page and a video. So you're walking through your offer, how it works, what the inclusions are with the benefits, some of the results, all that type of stuff. And the way you get someone to watch something like that is obviously you make them a promise. And it's like, here's how I'm going to add $10,000 a month to your business in the next 90 days. Click below. They click below, they enter their details, watch the video, and then they book a call to find out how it could work specifically for their business. The alternate way you can do that is just send them straight to a book a call. So, you know, imagine you're listening to this right now. You've listened to all, you know, 107 episodes of our podcast, and you're like, I like Steph and Tim. I think that they can help me grow my business. And then you see an ad for us, and then we're like, hey, we're going to help you add $10,000 a month to your business in the next nine days. Book a call to see if it works for you. You guys are going to think yes or no. And then that's a really easy way to get calls booked. Then the last part of this is you just need to obviously have a call with them, show value, show how it's going to work, and then hit these calls with convictions. And I'll say this again, I am still on 10 out of 10 or 100% close rate on sales calls because I hit them with conviction. I am not a closer. I am not a trained salesperson. But when someone does get on a call, I am 100% convinced that they will get a result with us. Because I know the process that goes.
Into it to the point where I actually have to send examples of Tim's very ad hoc 20 minute sales calls that he has to our salesperson to be like, look, I know it's not, not structurally correct. I understand that structurally Tim has not followed the process. But the conviction is what I'm asking you to witness. Because the conviction is like nothing else. It's like I would be terrified. Not terrified, but like, I would be like, man, I am making a completely wrong decision if I'm not signing up to this program, which is how people should feel. Because if they've come that far through a funnel.
Yeah.
And they're getting on a call with you and they've watched your VSL and they're already been your warm audience and you've retargeting them, you are the person to support them.
If you guys want to experience this, go to www.makemoreprofit.com, click on any of the links, book a call. I'll personally take your call and then you can see me close you.
Yeah, book a call and then message Tim and say that it that you're booking for this reason. Otherwise it may actually not be Tim.
You can see the conviction. So you have to be running a social funnel that works really well in terms of organic and then warm targeting or ads funnel next. It's really cheap. You don't have to spend much. Can be doing as little as $10 a day. We get calls booked for $10 a day on this at the moment with a new setup that we're testing at the moment. And then lastly, we have the email funnel. Steph, do you want to give us the why people should be sending emails? What they're missing, Are they leaving money on the table? What's email marketing produce for us? Type info.
I just can't believe people aren't like, I. I can't see an argument for not sending emails other than I'm lazy or I don't have time. Like, which the I don't have time thing.
Like, oh, cold out.
Oh, sorry, I was a bit hectic. But true. Like, I can't think of one argument for why not to send emails. So if you're sitting here on the fence, you're listening to this podc. I say this with love and I say, when I deliver very brash things to our clients, I'll say I say this lovingly. It's time to send some freaking emails to your list. Now, if you are paying for leads especially. Okay, even if you're not paying for leads, you are paying for leads, okay?
One way or another.
Yeah, one way or another, you pay for leads. I'll explain that in a sec. But if you're paying for leads on Facebook ads and then you aren't sending regular emails to them, you may as well just throw money at meta and expect no results, okay? Because you don't just get leads and make money. That's not, that's not how it works. You get leads and then you contact them repeatedly until they realize that they need your service and then they give you money. That's how it works, okay? And there's two ways that you can pay for leads. You can either pay for leads through meta, or you can pay for leads with all of the time that you spend creating organic content and following up in DMs and chasing people and, you know, thinking about the next reel and the trending audio and all that nonsense that you're spending time on is also time that you're spending to acquire a lead. And time is money. So therefore you pay for leads. Leads. Okay, going back to email marketing, you need to be sending emails to your list. I actually used to be the anti email marketer, just like I was the anti ads because I was the pro Instagram girl, okay? And I thought I getting everything I need from Instagram, why should I bother email marketing? I'm gonna give you very, very quick rundown on why you need to email market. 1. If Instagram ever shuts down, you lose everybody's details, which is crazy and very scary. And it does happen all the time. 2. People open emails differently to the way that they open their social media accounts. People are opening their social media accounts to be distracted, usually in the in between things, usually mindlessly. People are opening their emails when they're ready to be serious and they're sitting down and they're doing real business. Okay? So no one opens their emails. Will very rarely opens their emails. I mean, Tim probably does on the toilet. But for the most part, people are not opening their emails in the middle of talking to their kids. They're opening their emails when they're at the desk, when they're at their laptop and they're in a work focused mind, which means they make different purchasing decisions and clicking decisions. Okay, so some of the reasons why you need to be running email marketing, it's also the easiest damn thing in the world because you're already creating content on social media. So if you're giving value in your content on social media, just turn those into emails every week. It's like the easiest thing you could possibly do. There's AI it will help you do that.
All right, guys, I'm going to give you the structure here. So if you want a template of this, send me a message on Instagram and say, hey Tim, I listened to episode 107 on the podcast. Can you give me the email structure and I'll give it to you and you can just pop in AI and then crush this. I'll give you the five emails though. So day one we've got a belief shifting email. I would send this on a Monday, 7am Works really well for us. Make sure, sure the subject line is curiosity based. So they're like, oh, what the hell are they sending to me? This could be cool. And then you want to change how they see a problem and then obviously introduce the solution that you give an example of. This is help them realize that hustle isn't the path. So for us coaches, hustling more is, is definitely not the path or the thing we're trying to implement or tell coaches that they need to do to get results. Systems are actually the answer and we give them the systems in success school. Day two is problem amplification. So what we're doing there is we're showing them why they're old, AKA making more content. Making more offers or discounting is keeping them broke. Day three is authority and method. We're going to introduce the method. So the successful method, what makes us different, why our path is simpler, why they should use it. These are all told in story format. When you guys send me a DM on Instagram, I'll send it to you. This will make way more sense. Day four is proof and trust. So you're going to be showing client wins, screenshots. Here's what changed, case studies, that type of stuff. You can see exactly how we do this in the emails. Day five, offer an urgency. What you're gonna do here is make a pitch. You're gonna keep it really clean, add urgency, AKA limited spots. It closes tonight. Bonuses and deadlines. So you might be thinking, I've only got one thing to sell. How am I going to email that every single week? Well, you can use the exact same structure to sell. A workshop can do like a one day event. You can do different services, you have a lot of people have different stuff or you can literally just change the emails every single week and keep the exact same structure and be pitching non stop, which is incredible. The more you pitch, the more money.
The more offers you make, the more money you make for sure. Going through our listener question. So today we have a listener question from Jess from Melbourne. She said, I'm getting calls booked but they're not converting. What should I fix first? Well, Jess, I've been thinking about this. To be honest, there's a couple of things I'd fix first. We watch a lot of our client sales calls back. Actually this is something that we, we especially. I know you do, but I love doing it personally because I, I love finding out where the sale has fallen apart, and usually it falls apart in two main places. There's control of the call at the very beginning. With the first five minutes, I can tell whether your call is going to go in the right direction or not. And then at the very end when you're pitching. So the two most common mistakes that'll stop your call from not converting is it's at the beginning of the call, you ask lots of, like, friendly questions, like, where are you from? How's the weather today? That's fine. If you don't, then take control of the call. Awesome. Well, look, we've got 35 minutes here today, and here's some of the things that I want to go through. This is how we run the calls. Is that. Does that sound good? If you don't take control of that call and let them know, hey, I'm the expert. We just switched up friendly gears now. But now I'm going to ask you a ton of questions so I can get to know a bit more about you and see if I can help. If you don't take control, then they will run riot with your call. They'll start just telling stories and nonsense and not answering your questions properly. So you have to set the structure and the flow. Then you must get their permission as well to be able to take control of the call. So does that sound good? Yes, there's a permission granted. The second part, where you will lose traction or lose the sales when it comes to the pitch. And typically the reason why the pitch will fall apart. Two things again. One, you didn't get enough information at the beginning of the call. So when you were asking them questions about their business and where they're at, you're not getting clear enough goals. So if you say, oh, tell me, like, where you want to be in the next 12 months, and they're like, well, I just like to be comfortable. And I just really like to have enough money so that, like, I don't have to worry about it. And you're like, yeah, that sounds good. At the end when you go to pitch and say, look, we help people to get to 10k months or 20k months. If that person's like, oh, I want to get to 50k months, all of a sudden you're pitching the completely wrong thing to that person. So you must get enough information at the beginning of the to be able to pitch them what they wanted at the end of the call. The second thing that will make the pitch fall apart is that you just sell basically on the features. These are all things that are included, no benefits. So you don't talk about why those things are important. That's usually where the sales falling apart.
The only other thing to add, I did touch on it before, but if someone has a problem, you offer the solution. Your conviction needs to be like, I am going to solve this fucking problem for you. If it causes me internal grief or whatever the cost is, you have to show that conviction on the court and they have to feel it, okay? Because people buy on trust. And if you're like a bit wishy washy about what you do or it might work for you or it might not, people aren't gonna buy. So you have to be completely convicted. On the call. Just a quick recap, guys. You need these three funnels. So the social funnel, the warm funnel and the email funnel. Use them all together, you will have crazy results. I've never seen anyone not crush. If the quality is good on these, don't build complex stuff and you definitely don't need 10 funnels for this. If you guys got some value from the show, hit that subscribe button. Wherever you're at, we love your feedback as well. So send us a dm. Obviously, if you want my email template, send me a dm. Send stuff. Steph, a dm. She'll read it, she'll check our emails.
Tim's a better replier though, so if you need some support, send him a dm.
Thanks guys. See you next time.
