cold traffic isn't colder, it's a different sport ($60M in cold sales, explained)

So welcome to the video. My name is Wali, and over the last years I've made over $60 million in cold webinar sales, and that across 43 niches. In total, 70+ info offers where actually 20 of them were taken past 7-figure mark and 4 of them passed the million-dollar-a-month mark. And there's always one thing that I'm seeing with those offers that is going wrong. They are printing when it comes to warm audiences, making their 6 figures, right? They're making sales every single day. Like the warm audience trusts them. The offer owner can close while sleeping. But the moment that they start pointing ads to an audience that doesn't know them, everything breaks and they start panicking, they start changing up the offer, etc. But there are actually 4 jobs that your content is doing that helps you actually convert and turn people into warm prospects that you could sell easily to. So if you have a business, I'm talking a coaching offer or you're a consultant and you're already printing to warm, right? You already have a warm list. You're printing through DMs, email, your email list, to warm webinars and through your content. You want to try cold, but when you tried it, it didn't work out at all and you started changing stuff in your offer, then this is for you because that effort you did to try to sell to cold people didn't fail because you're bad or your offer is bad. It's a way different reason. And I'll explain that in this video. So the ground that we're covering today is like what a warm audience is actually doing for you, which is the 4 separate jobs, right, that your warm audience already had and that you never paid for and why your success with warm audiences is making you confident to the point that that actually hurts you selling to cold audiences. And by the end of this video, you'll also know if you have a messaging problem or a temperature problem. Look, very simply explained, your warm audience wasn't just a list of people. What your warm audience actually is, a list of people that already have that belief in those 4 jobs manufactured in them, right? Which makes it very easy for you to sell. And what you then did is you took that same message, which already earned that belief throughout the years of content. You took that message and put it towards a cold audience who has never heard of you, right? Who doesn't trust you at all. And you asked from that cold prospect to have the same belief as your warm audience, but you also asked them to go through those 4 jobs into one sitting right away, which takes time. or more effort to actually get that done. Right now you think you can get away with actually selling to cold prospects just with the same offer. And the difference is that they're just a little colder, right? But after this video, you'll realize that it's a different sport with different rules. And you'll know after this video, the 4 things that you need to manufacture to your cold audience in order to be successful with them and actually making money from cold. I'll also run a move on you, which you will also use on your cold prospects, right? But I'll explain which move I actually ran on you At the end of the video. What is actually happening when a warm person buys from you? And this is a question that nobody actually asks themselves, right? What actually happened for a warm person that already trusts you to buy from you? And I'm not talking about like, oh, they actually trust me because that's the reason that a lot of people give. But the trust that is built up there is for a reason. There are 4 things that actually already happened before they paid you any single dollar. The first thing is that you got the permission to be heard. It means that they either opened your email or saw your reel or your video, right? And they watch throughout the first second. Most of the time that's a hook, right? That's why a hook is very important because that is what will give you the permission to be heard, to actually say what you want to say after that, right? So that's the first thing that happened. They gave you the permission to be heard, hence why you were able to then give your message out later on or let them understand your mechanism. Now, The second thing that happened is that they accumulated proof, right? So over time they've been seeing your results of your clients, right? They've been seeing the case studies, they've been seeing clients doing well, the numbers, et cetera. So slowly they start realizing that actually Wali can bring in results right now. That proof right now is now in their memory. Now the third thing that happened is that they start sharing the same vocabulary. Which means like they already started knowing what certain terms that you use mean. For example, the webinar ecosystem, the profile funnel, certain metrics, etc. They started using your vocabulary because they've been seeing you a lot, right? And it's also because now there's more trust because they believe that basically you bring in results. So what you're doing is actually working. So they start copying it, okay, in their language, maybe even in their funnels right away and in their business. So the fourth thing that happened is Forgiveness, right? Like if you skip a step in your messaging, right? For example, or you say say some stuff that they don't necessarily agree with right away, right? Or 100%, you can get away with that. While if you do that to someone who is cold, who doesn't know you, like they're actually looking for stuff that is wrong about what you're saying, right? They're looking at that. While someone who already saw the proof, who is using your vocabulary, who already given you the permission to be heard, right? They're not going to be looking for faults or errors that you're saying in your message. They're actually going to be looking at the things that you do say that is positive instead of thinking about what negative you have said, right? Because they're less skeptical. No. And what is happening when you're selling to cold people, right? To cold people, you're only selling the sales message. or bring the sales message with you, right? The sales message, it's literally the thing, right, that actually collects the results, right? Yeah. And this is basically, you know, why it collects the result of this. Those 4 jobs is what your sales message is collecting and is what is bringing in the dollars. So you selling to cold people, you're not collecting any of this right away, right? Or in the right manner. Right? That's why even when you have your sales message and your messaging, etc., into your funnels, even though it's the same thing that you did with warm audiences, and that's the thing why it's selling, right? When you do that to a complete stranger who doesn't know you and only has met you today or yesterday, whatever, right? Then it's not going to collect anything, right? Because this doesn't exist. So look, your warm conversion rate was real, right? It's something that worked really well, but it's the worst evidence for your messaging because you're going to start trusting that your messaging really works, right? And you're going to be like, yo, let me also try this out, uh, with a cold audience. And it doesn't work that way. And what I see a lot is that the better the warm message converts, right, and the more money people make with it, right, the worse it gets when they're going to be selling to cold audiences because now they're overly confident about that their messaging is perfect. And very often is like when they start pointing the ads to complete strangers, right? And it doesn't work. They think that the market is probably saturated, that it doesn't work anymore, that they've already sold to so many people within their warm audiences that there's no more real cold people, right, that want to buy. But the actual thing is you've never really tested the market. What you tested is a message that had core things removed, right? And this is why it didn't work out at all. So what actually converted really well for you, for those warm audiences, is the relationship that you've been building with them. And this is basically the foundation of everything, right? A warm buyer, what he did, right? And you didn't notice it. The warm buyer didn't notice it as well. They actually climbed a staircase, right? And they are at the top of the staircase, which I will explain in a second, while the cold buyer is all the way down staircase, right? And I'll explain to you right now what that staircase is. I call it the awareness stages, which you should know if you're a marketer or if you're in marketing, but I'll explain in a second. So there are 5 steps in that staircase. You have aware, which means that that person can name the problem that they have. So someone who's aware knows that something is going on. Most of them, they can't even name specifically what is going on, but they're feeling that No, there's something wrong. Let's say, for example, you, right? You feel that you have a problem, right? And that is selling to someone that's cold, right? Most of you can't even name what specifically the problem is. You feel the symptom most of the time. You feel that there's something going wrong, which is when you're pointing at so-called audience, you are making no money or not at the level that you should be. The second step is educated. Actually, should switch those 2 and I actually should switch these 2, right? Let's say that the cold buyer is right here and the warm buyer is there. The second, it'll become very, very clear, right? So the second step is someone who is educated. He knows what is going on, right? Because he has been educated about his problem, right? He knows that there's something wrong, can name what is wrong and can tell you why the problem is happening. Okay. The 3rd step is someone who believes that it's solvable. So he has already seen it work, right? With people like him that have been going through the same problem before, people similar to his niche. He has seen it from your case studies. For example, you've also probably seen that there are people in your industry crushing it with cold, right? Making millions with it. Hence why you're now on this video trying to look for the solution for you specifically because you know it's solvable. You haven't given up the hope, right? You know there is something wrong and you know there is a solution for it. And then you have the how, someone who is convinced about the how, right? About the mechanism. Someone who you've educated about the way you solve things or your solution and is also convinced that that is the solution he needs. A stupid example is that let's say a business owner knows that he can make a lot more money with his business, knows that he has a problem and he's educated about what that problem is, right? And now he's convinced by a video of someone that sells Google Ads, right? That Google Ads is the right thing for him, right? So the mechanism here, he believes in it that it's better to do Google Ads than, for example, Meta Ads. This person is convinced about the how, and then it goes to convinced by you that they believe that you can make it work. There are so many people that could run Google Ads, for example. There are so many people that they could learn trading from, but now they're convinced that you're the right person For them because your offer is also making sense. So your question, right, that you should ask when selling to a cold buyer, right, is not how do I write better ads? No. What it should be is like, how can I make them actually ascend, right, these awareness stages and these steps and which asset could I use for it? And the greatest asset to do this All right, in one sitting is a webinar, and that's the whole reason why a webinar is manufactured that way and that it exists. And to be more even specific, a cold webinar, right? The reason why is a cold webinar really respects that staircase, right? Because you need to actually dial in that webinar a lot more compared to a webinar that you're pointing towards a warm audience. There are some fixes that a lot of people try Right, which are completely wrong. And let's get into it. Probably you've even tried one of these. What a lot of people say is let's run ads to a funnel that already converts, right? The thing is, a funnel, right, it only solves one of the steps each time, right? So it's not the most optimized way or to sell to cold audiences. Only if you have a really dialed-in sales team, right, where your sales team and your setter over the phone can actually convince them of the how, et cetera, before they hop on the call, and then your closer actually can make sure to tie them down, right? That they also now believe in you and you provide loads of case studies before, they could make it work, right? But there's not a lot of sales teams that actually are that dialed in or that have that level of skill that can predictably and consistently, right, sell to cold audiences. Okay. Another solution that a lot of you try is try to retarget them the whole time, but then you're asking the same thing to a person who's still at one of these steps. You're just asking them the same and same thing over and over again, which is booking in or whatever, while they're not even convinced about, you know, the solution. Not at all. They're not educated about, you know, the mechanism, for example, or they don't even believe yet that it's solvable, right? So, you're asking the same thing the whole time. Whole time to the person that's still at the same exact step. Or what I hear a lot as well is that they try to lower a price, but no one will even pay you any dollar if they're not even convinced about you. So that's like a step 5 ask to someone who is not at step 5 yet, right? They're not even believing in you yet. So even if it was $500 or $5K or $50K, they're not going to pay. So that is not the solution to selling to a cold audience or Get a better closer, right? The thing is right now the market is so saturated with salespeople that are not that skilled. For example, I have sold to cold audiences, right, on one-call closes because I'm very strong when it comes selling to cold people, right? I've done a lot of sales training. I've did and done that. I know that it's very, very rare. So getting a better closer, right, is not always a solution, especially if your closer is used to selling to warm audiences. Okay. And I wouldn't optimize for that because it's just going to make sure that, that it just makes it more difficult for that closer while you want to make it easier for your sales team in order to collect more, because then it'll be a lot more predictable. Right. And in a call, it's like one moment where it actually just collects the belief, belief that is already created before the call, right? Through the sales assets, the webinar, through the content, right? The sales call is there to collect that belief. That is what you want from a sales call, but the manufacturing All these 5 steps within one sales call, right, is not the right thing to do because that will just make it very difficult. And it's very rare to do that consistently, right? It almost never happens. So do you notice the pattern that each of these fixes, right, is a problem that they're trying to solve, right, of a stage where that lead is not yet in? So a lot of people try to solve certain problems, but they solve the problem, right, for a wrong stage. They don't respect the stages. And that is why everything that you're trying is not working, even if the fixes seem obvious. So the hardest part for people is not selling to cold, right? It is accepting that those warm numbers, those warm conversions, right, was giving you a false feeling, right, that doesn't really exist and giving you a false sense of you actually performing well while you are not respecting those steps. Right within your messaging and within your funnel that can make a cold buyer buy. Okay. Now, how do you diagnose what is actually happening for your offer? And you can literally run these numbers right now, right? Or this week for your own offer. I want you to track these 3 metrics, okay? For your cold funnels and also for your warm funnels. Okay. A webinar specifically, the opt-in rate for both of those, the show rate, is something that I want you to look at too as well. And the close rate. Now there's 3 scenarios, right? So scenario 1 is like if your warm does well, right? But your cold doesn't convert. And this at like every stage, right? I'm talking the show rate, opt-in rate, close rate, right? If your warm is converting well, but your cold is not converting in any of those metrics and the KPI there is poor, then this means that you don't really have an offer problem or a market problem. What you have is you have a temperature problem. Okay? So you need to actually look back at your funnel and make sure that you respect these levels of awarenesses and these stages. Okay? So you need to start building the assets, right? That walks them through those stages. The second scenario, if your warm also is not performing, right? So your warm is underperforming and your cold as well, then stop looking at cold. Don't even try anything else. Fix the warm funnels first. And that's probably an offer problem because if that messaging is not working with your warm audiences, then probably you don't have the best offer for them. And if you then spend money on it to a cold audience, right, it'll just make things worse. Okay. So that's an offer problem. And like, you know, cold is a multiplier. And the thing that you have to understand is that if you start spending money on it, right, and to a cold audience, ads is a multiplier. So if your offer is bad, right, your offer is really bad, then it'll just show you how bad it actually is faster and you'll see it in your pockets as well. Okay. The third scenario, if your warm is doing well, of course, right. And when you're looking at the cold, the opt-ins Right, is what's working, but it's not converting. Then that means that your top of funnel is doing good, right? Like the ad is going well, but when they're raising their hands, right, because they've opted in basically, then they're like not meeting anything that actually changes their belief or that's educating them or where they like feel now that it's solvable. Okay, so then you need to actually work on that from stage 2 onwards, right? Making sure That they know their problem, making sure that they believe it's solvable, right? Making sure that they know the hows of the mechanism, right? And what they should use. And then making sure that they understand that you're the person that can solve it for them and that you have the right offer. Okay, so let's look at one of my clients, right? They're selling a private program for dental practice owners, right, at $7.5K USD. So what we are doing for them is we are running cold webinars for them plus retargeting after that as well, right? I call it the cleanup, making sure the ones that were on the fence that we still take them with us. And what we actually did with them is like we got, by respecting the staircase, 1,166 calls booked, right? Where 944 of them showed, right, from the webinars. And we closed around 27% of it, which brought us around $2 million, $2.3 million, right, in new sales in a quarter. So that's across 90 days. Now, there is a part where I don't want to lie with you, right? Has this happened from the first time? No. With especially cold webinars, right, it's like you trying to find the working formula. So when you're going to start running cold webinars, you need to make sure that you comfortably can spend without looking at it. If you're not in the position where you can throw ad spend on it, and be willing to wait for that optimization time, right? Then don't even try cold webinars. That means that you haven't made enough yet with your warm audience. So focus on that because it's not like you're just building a cold webinar, you're respecting all of these awareness stages, right? And right away you get a 14x. That's not how it works, right? It actually took us like a good 1 month and a half, right, of weekly webinars to get to these numbers consistently. Because why? We had to iterate, see how the market is responding, right? See like what message they like more, making sure that we have the— that we're naming the right challenges, for example, making sure that we frame the solution, right, or the mechanism in the right way where it's understandable, easy to understand, making sure that we have the webinar built in where it really respects that staircase, right, throughout one sitting and making sure that the retention rate is high. There's a lot of things that come to play with it. So of course, the more experience you have, the faster you can go through that learning phase, right? But there is always a learning phase. That's something that you always should expect. Okay? So that's a part that I don't want to lie about and make sure that you have the right expectations set. So if you cannot fund that learning period without panic, then cold is not the right step for you right now. But what I did see is that the businesses who actually managed to crack cold, right? They don't have the best offers, right? Probably don't have the best messaging as well. What they do have is they're all respecting, right, these 5 stages that I talked about. That is what they all have, right? Or else you will never ever make consistent money with cold audiences if you're not respecting these stages. So who is this not for? It's not for people that don't have the money to go through that burning period, that learning phase, right? Trying to find a working formula. Also not for people that haven't even confirmed their warm audience yet. Because if you can't convert warm, let alone well, what you will do with cold audiences? Don't even try. And this is also not for people where their warm audience, right, that pool is shrinking. Because if your list, your warm list is fatiguing, right, and they stop listening to you and they stop converting, right, cold will not fix that, right? Because there's a reason why they stopped listening. But that's for another video. So before you watched this video, you didn't really have a relationship with me, right? So the move that I ran on you is that I had the permission to be heard because I was talking about the right subject that interested I had the numbers in the intro as well, which made you want to listen to me. Plus, I showed you proof as well, which is the second job, and even showed you the ugly side of it and was quite honest about it, that it's not always sunshine and roses, but there is a period where you're going to go through a learning phase, right? So I showed you proof, and now you're sharing the same vocabulary as me because you now know what the 4 jobs are and what I mean when I say the staircase or the stages. I also made sure that when I skip the detail or a detail that you now are able to forgive me because I've given so much value right now. You're not looking for errors. You're more looking into the positive things that I have to say. Okay, so there's forgiveness created as well, which is a 4th job. So what you could do now is split the warm and cold funnels, right? Track those 3 metrics to understand what is happening in your business. But what it still doesn't solve for you is like what you exactly should say in those 5 steps of that staircase. Because a staircase built on an argument that the market has heard many times, right, won't work in your favor at all. But that is then for the next video, which will answer the question, what do you say when your market already has heard everything from you or your competitors? Which is the next video of the sequences of these videos where at the end you will perfectly understand how to sell to cold audiences. So Make sure to follow me, to subscribe, and see you soon when that new video lands. Ciao.