What a $16,400,000 sales funnel actually looks like

Hey, guys, it's Will. And in this video, I want to show you what a $16.4 million sales funnel actually looks like. What are the pages? What are the numbers? What's behind it? How did I build it? How would you build your own so that you can just model everything that I show you? You can see what works, you know for certain what works, and on and on. So let's get straight into the video.

Now to begin with, let's start over here with the funnel steps. Now, when it comes to a funnel, the first thing that goes in the top is traffic. So either ads.

Or if you're not going to run paid ads, or you don't have the money for ads, you don't have the budget, which is okay, you can still do very, very, very, very well. I mean, we do hundreds of thousands of dollars right now in my consulting business with no ads, just literally YouTube videos and a bit of chitter chatter on Instagram. So if you can run ads. Well, look, let's talk about that in a sec. So first and foremost, the two types of traffic, Ads or.

Organic.

So you can run ads or you can make organic traffic. And if you don't know what these are, ads is paid ads on Facebook, on YouTube, on Instagram, on LinkedIn, and on and on. Organic traffic is YouTube videos, tweets on Twitter, posts on Facebook, posts on LinkedIn, so on and so forth. So this is where you're going to get the traffic for your funnel. Now, when you've got traffic, you send it into.

The funnel. Okay? And let me just share with you the funnel steps.

Okay? Now most common and also the, the one that we used ourselves, which I'm going to show you in just a sec.

Is the opt in.

VSL page.

Booking page.

Thank you page.

So you drive traffic to your opt in page, then they opt in and they go to the vsl, they watch the vsl, they book in a call, and then they go to a thank you page. And then obviously they have the, the sales call. So let's just call that sales call.

Okay, I was going to make a dirty joke, but. But I'll save that for later. So that is the premise of a funnel. Now.

First and foremost, let's just talk about traffic and let me just share some value. Now if you guys are watching this video, you're on YouTube, you're on my channel watching a video. This is organic traffic. Or if you follow me on Twitter or on LinkedIn or you are my friend on Facebook, when I make a post, when I Make a video. You watching that, engaging with that is giving me free organic traffic. Okay?

Now, we've literally just started running ads on Monday, which is really. It's a whole different ball game to what we're going to talk about today. But you can also run ads to get traffic as well. Now, in my old company and to make that 16.4 million. So this is just.

My business development training program that my clients get access to. But I just want to show you this section over here. No, I don't. I want to show you this section here. So, William's top performing ads. Now, I'm just going to pick an ad at random. Let's check this one out. So what I'm about to show you, this ad was one of the ads that we ran in the old company that made us that $16.4 million in sales. And this ad got us 2.4 million views. And I'll just play this for you so you can see it. And I want you to pay attention.

To the production value because it is not hard to make good ads. It is not hard. And I also want to share this with you. So when it comes to ads, 80% of an ad is the copy, the words.

Right? And 20%.

Is the production, maybe even less, but we'll leave it at that for now. Okay? So you have to write good copy. If you don't write good copy, your ad is not going to work. It's not going to convert. It's not going to get you any leads or customers or sales. All right? You have to learn to write good copy first. And this is why people even work with me. Because inside this program, I help them just write the copy and make sure it's done well. But anyway, so let me just play you one of our best ever performing ads. And just to give context, this is for my company that I sold last year, my elearning company that I exited to private equity. This is my old trading education company. Let's check out the ad. Every single trader that's taken the FTMO challenge using my mechanical trading rules has passed.

Yes, every single one.

My client Antonio here passed last week. My client Edward here passed. My client Tamzy here also passed twice.

My client Farwin here also passed.

And I could go on and on and on, but if right now you're asking yourself, what is a mechanical trading edge?

Well, let me walk you through a set of mechanical trading rules. Here's how they work. Now, they're built using statistics, okay? And to explain how, imagine this specific price point Shown here at this specific time of day, 7:15am and imagine that every single day you sell here with a stop loss here, at a profit target here. And imagine that you've gone backwards through the charts across 1000 plus trading days. You followed those exact same rules every day and recorded the outcomes, finding that 7 out of 10 times by selling in that specific place with a stop loss in that specific place and a profit target in that specific place again. So seven out of 10 times, you win the trade. That means that by just coming in every single day, just open up your trading platform, go to the charts at that specific time, sell the market here, stop loss here, profit target here.

So this ad, as you guys can see, I've made it in a keynote, which it's basically PowerPoint but for Mac. And all I did was write it, do a voiceover, make these slides that you see here, and just edit it together. So for those that don't know this, I never even showed my face for six years in my last company. It was a completely faceless business. There's a big myth that you need to show your face. You don't need to show your face. And I'm. I'm proof of that. Not only did I make $16.4 million, but I also sold the company to private equity. And I never showed my face once in. In six years. But anyway, let's. Let's carry on watching the ad. I'm just going to play another minute or so and then I'll show you the rest of the funnel.

Seven out of ten times you make, let's say, $1,000. And three out of ten times you lose, let's say minus $500. Now let's do the math. Seven wins at $1,000 is, of course, $7,000. Three losses at minus 500 is, of course, one and a half thousand dollars, leaving a profit of five and a half thousand dollars net income with literally just minutes of chart time per day. Would you follow those rules repeatedly every day without any answers?

Gorgeous. Could you make me a coffee, please?

Could you make me a coffee, please? Nah, just put it in a cup. All right, thank you.

Without any.

Begins, without hours of chart time, without any decision making at all. And would you be happy making, say, $1,000? 7 out of 10?

Anyway, you guys, you get the point. So basically, it's a standard ad with good copy, if I do say so myself, because I, I wrote that ad. And then in a second it's just going to say, and if you want to learn how we are Doing this. Click the button on the ad and I've prepared a free training for you right now with that. Let's come back over here. So we're running ads here like I've just showed you. That's a real life ad that got 2.4 million views and I can't even begin to tell you how many leads and sales calls that that got us. You already know that an ad is 80% copy and 20% production. And as you can see from that ad, it's just slides with text and some arrows and images and stuff. It took me honestly like 3 hours to write it, do the voiceover, make the slides, edit it together. Two to three hours it used to take me to make make those ads. And then we run that traffic to our opt in page, which I'm going to show you now. Okay. In fact, do I have, I might even have it in.

Let me just see if I've got it in here. Price funnel architecture.

I could actually walk you through it here.

Nah, you know what, let's.

No, you know what, I'll show you inside Amalur instead. Right, so for those of you that don't know, this is my software, it's called Amalure. If you want to check it out, just go to Amalure Co. This is an all in one. It's basically everything that you need to sell education online. I'm not here to pitch you, I just need to give you context so that you know what this even is. I and all of my stuff is in here for you. My funnel is in here for you, which I'm going to show you. My emails are in here for you, which I'm going to show you. My pipeline is in here, which I'm going to show you. My product is in here, blah blah, blah, blah blah. And if you want to watch a full training on how the software works, go to the playlists on my channel and there's a full training you can watch. But anyway, so if we go into the VSL funnel, you're going to see the steps that we just talked about. Opt in VSL page, schedule page. Thank you. Opt in VSL page. Booking schedule page. Thank you. Right now the first thing that I want to show you guys is.

Amazing. Thank you, gorgeous.

The first thing that I want to show you.

Is the, the opt in page. So let's just pull this up.

And by the way, for any of you that join Amalur, my whole funnel is in here. You can just come in and edit it and make it your Own. So this is the opt in now, three years we didn't change. This.

Exact opt in is the real exact opt in that I used in my last company to make over 10 million in cash. This that you see right here, all our traffic went to this page. Now someone asked me literally yesterday, they said, will, can you give me some examples of funnel designs before I work with you? Because I want to see the quality of your design. And I said, dude, design does not matter at all in the slightest. In fact, well built, good looking pages often don't convert anywhere near as high as just. I call these dirty pages. They're just simple as hell. And these convert higher than all these fancy good looking sales pages and sales funnels. Okay? So I just want to add that value for you. Forget design. Forget design. All right, this page, tens and tens and hundreds, hundreds of thousands of people who saw our ads, saw this page and opted in and this used to convert. So let's do some stats. Get off that. So opt ins. Now this opt in that you see literally here, when we first launched this, it was converting about 24%. So 24% of people that, that landed on there opted in, right. And submitted their info. They clicked this link and submitted their name, email, phone number and country and became a lead.

A lead. Not a dog lead.

But.

How strong is this coffee? Jesus Christ. My jokes are terrible today. Anyway, so 24 of people who landed on this page decided to give us their info return to go and watch the free training. And the free training is.

The vsl, which is here. So when you submit your information on that page, you come and you land on this page. And again, this is an exact clone of the one that we used to use. The VSL is the same. The, the text is the same, the button is the same. This is the page that made us almost all of that $16.4 million. This page doesn't look good, doesn't look fancy, doesn't look professional, doesn't look amazing. This is all that you need, right? And again, 95% of this page is the VSL. If your VSL is good, it's well made, it's well produced, it's well, the copy is phenomenal. It's going to work. If your copy is not good, if your offer is not compelling, if it's not well produced, if it looks, looks and sounds like shit, it's not gonna work. All right? And again, to come back to the stats for the VSL, it's the exact same thing. 80% of it is the copy 20% is, is the production.

And this was converting when we launched it. It was converting high, but on average it was converting at about, honestly about 9%. Okay. Now I just want to make one thing clear. These are the launch numbers. So over time it will erode all numbers. Erode. All right, so whilst this started at about, honestly, it was about 9, 10, 11 when we launched, then it went to 8.7, 8.4, 8.1, 7.9. Down, down, down, down, down. Because media assets, opt ins, VSLs, ads, it all erodes over time as you drive more traffic and people see it and get used to it and it erodes. Okay.

So then 9% of people. So for every hundred people that land on this page.

About 9, 10, 11 people would book a call. Okay? So they'd book a call. Now this is really important. This is really important. When I say book, I mean booked call, not taken call. Because you have a show up rate.

Now our show up rate was about.

60%.

So for every 10 calls that are booked, six people would show up to the call and we'd actually take a call. Right now an average rate is about 5 to 7%. So you should be booking for every hundred unique people that land on your VSL page, five, six, seven people should be booking a call. If it's higher than that, like ours was, you've done something very right. If it's lower than that, you're doing something very wrong. Likely it's not, almost certainly, but it's probably your copy. If it's not your copy, it's your offer. If it's not offer, it's level of trust and vice versa. Right. Because those are the components of a funnel and specifically of a vsl. Okay, so we talked about the vsl. Now what happens when people click on the booking button? They go to.

The schedule page.

If this will load.

All right, I can also access it from here.

I'll just show you. So when you've gone to the VSL page, there we go. You then go to the schedule page. So for those that go to book a call, they click the button, they come over here and they book in a discovery call. Now, my availability is not sex. I don't take sales calls anymore. That's why it's not showing any availability here. But you would have your availability here and people would book in a call and that's it. Again, it's the simplest page in the world. No fancy design, no logos, no distractions, just one step at a time. Okay, so people booking a call and then when they've booked.

So they've booked in this is step three, they go to the thank you page. Step four and then they go to the sales call. And then in between here, let's just draw.

Then you've got email follow up.

You'Ve got SMS.

Follow up.

And you've got WhatsApp follow up. Now I'm not going to go into these here because it's just not, it's not really relevant and it's pretty simple stuff. But basically when they've booked a call, they then go to the thank you page.

And then on the thank you page it says success, your calls being booked. Watch the below video. There's a video here. And this basically says, here's what to do to prepare for the call. Do this, don't do this. Bring a pen and paper. I mean you can see it down here. So your zoom link will be emailed to you. Bring a pen and paper. And this is really important. Not a lot of people understand why, why we asked that. It's so, so, so important. And then take the call in a client location and then don't attend via mobile, in a car or at the airport. Don't attend whilst at work or on a lunch break. Don't attend in a noisy environment. And then down here we've got proof, we've got testimonials, we've got client interviews, we've got client case studies, we've got live trades, we've got data, we've got stats, we've got more testimonials, frequently asked questions and on and on. Now this is not critical so you don't have to go to these lengths and you don't even need testimonials either. If you don't have testimonials, then you are the testimonial. Quite honestly, all you need is this up here. You don't, you don't need any of this. Or down really this will help and it will mean more trust, more rapport. People show up, more to calls, people close easier. It'll make your life easier. But it's not critical. Okay.

Now there was one other thing that I wanted to show you and whilst I find this so by the way, for those of you who have access to my business development training program that, that you're seeing here on screen, everything is in here for you. So you've got a funnel breakdown. You've also got an Amalor training and breakdown.

You've also got like the sales script, sales call breakdown, organic, my organic strategy. Both of our sales Scripts, sales call recordings, how to diagnose your funnel. And this is actually what I want. So I want the.

Is it even relevant to show you this stuff? Because to be honest, we've covered the numbers. So basically this is just a training on these numbers and what the numbers should be. So in terms of booking, all right, you know that where you're opting should be where you get your leads. You know where your VSL should be, where you book your calls. I've told you the short rate, which for us was 60%. All right? In fact, I've already written it down there, haven't I? And then based on that, you're going to take your calls over here. Now, when you take them, an average close rate for someone who's not very good on the phone or a sales team, an average close rate is 20%. So for every 10 calls that you take, you should be closing two. If you're closing more than two, closing 25%, 30%, you're doing well. If you're closing below 20%, especially below 15%, something's wrong. Like your sales script is not good enough. It's not properly written. You're not conducting the call properly, you can't handle objections properly, on and on and on. But you should be closing about 20%. And as the founder, as the CEO, you should be closing, God, 30%, 40%, 50%. Like I literally close 56%. And I'll just prove that to you as well.

Tracking sheet.

So you can see on my tracking sheet here that I don't take sales calls anymore. But when I did, of my last 147 calls, I closed 82. And that was a 55.78% close rate. So touching on 56%. So for every, for every other person that I would speak to, they would buy from me. But bear in mind, I've been doing this for like six, seven years now. So, you know, maybe don't aim to replicate my close rate there. But.

But there you go. And for that period, 147 calls, I made £3 million in revenue and 406k in cash.

Not including accounts receivable. But anyway, we're getting, we're getting a bit granular there, so forget that for now. So so far in the video, you understand.

The funnel steps. Okay, so you've got your traffic ads or organic, you send that into a funnel, into an opt in, into a VSL to book a call and then you send them to a thank you page and take the sales call. You're also going to factor in email follow up, SMS follow up, WhatsApp, follow up and you can implement a setter as well for a triage call. But again I'm not going to talk about that in this video because it's just, we're getting just too granular and it's, it's not critical. The stuff that I've shared with you in this video is critical. The stuff that I'm not sharing is not, it's not going to kill you. You know, if there's anything that's, that is important it's email follow up and sms. But you guys have all got brains, you know, you know what email follow up and SMS follow up is.

So I don't need to go into that. In fact, you know what, I will actually.

Let me just go into the email side because email, if there's anything that's important it's, it's the email side. So let me cover that with you and show you.

Because it's just good to cover everything. So if we come back into Amalur and again guys, all of this stuff is in Amalur for you. It's ready, it's built, it's plug and play, it's copy paste, fill in the blanks. So just go and get Amalur if you want all of this stuff done for you, not a sales pitch, you can build it on your own. By the way, you don't have to use amloiper. So anyway, let's talk about the emails. So if we go to marketing.

We go to emails templates.

All of my email streams are in here. Now we're not going to go deep on all of this stuff because this is just not the video. We're going to be here for three hours if I tell you everything. But all that we want to talk about here are the VSL funnel contingency emails. And this is what I'm talking about here. So when someone books a sales call.

They come over here, right? Let me just get rid of this.

So and then they've got four emails. So this is what it looks like. Okay, so they've got four emails that are basically going to do three things. And I'll write this out for you. Let's do this over here right now when somebody opts in, right? So let's just say step one. So step one.

Someone opts in but they don't book a call or someone books a call but doesn't attend the call or someone attends the call but they don't buy, right? So I Won't write that down. But basically you need email contingencies to like plug the holes in your funnel and that's what this stream.

And if I just go back.

And I go back.

So that's what this stream and the other streams that you just saw are all about, plugging the holes. Right, so firstly you've got opted in.

But.

Didn'T.

Book.

Right. Really important, gotta plug a hole. Then you've got booked.

But.

Didn'T.

Show.

So then you've got to have an email or an email stream that plug that hole and you can do it through a setter and in WhatsApp and so on and so forth and SMS. But we're talking about email for the SEC. So opting in with a book, Booked but didn't show, showed but didn't.

Buy.

And then for the. Booked for the showed up but didn't buy.

Page number one. Let me just refresh it.

I'll just walk you through these, these email streams. So booked, follow up with them to make sure they show contingency. For the people that opted in but didn't book and booked but didn't show and showed but didn't buy, call on outcomes and onboarding, not, not for this video. And then for the people that finally show but didn't buy, not only have you got the contingency but you've also got the value sequence. And this is, this is.

This is. I only put.

Let me see if we put, put them all in. I don't think we did. No. Yeah. So basically in my value. Let's just call this the value sequence.

God, I wish I could show you this now because I sold my last company, I can't log in anymore to all their softwares and stuff. But if I was able to show you there's like one email every other day for I think it was seven months. Seven or eight months. So it was a hell of a stream and we built that over a long period of time. And what we used to do is send emails and if they convert they go in the stream and if they don't convert they go in the bin and we would just email, email, email test, test, test. And over months we were able to build a very high converting value stream. And then the whole point is to provide value and get people back on a sales call.

So that they buy the program. And that's pretty much it. Now just for a second, I just want to talk about. I'll just draw like another section up here. The different kinds of funnels. Now you've Got a VSL call.

Funnel.

And this that I've just showed you is literally.

The exact funnel, the exact funnel. In fact, everything inside Amalor is the real actual stuff. The exact same emails, word for word, exact funnel, word for word. SMS follow word for word. Everything is copy, paste, fill out the, fill in the blanks. The real funnel, that may be $16.4 million, right?

And for 85% of offers, a VSL funnel is the best way to go. But there are others. There's also a message me funnel.

So I'll just put message.

All right, this is, this can be appropriate. Not for everybody, but it can be appropriate. And you've also got a webinar.

Funnel as well. And you're going to use a webinar funnel for markets that have very, very, very low trust. So if you're in a market that has low trust, you are probably going to want the webinar or you can actually engineer a VSL funnel to be much higher trust. Now, I won't go into that in this video. I feel like I keep saying that I might need to make a part 2. In fact, comment below. If you'd like me to make a Part 2 all about the different funnels and all of the stuff that I didn't cover in this video. If you want me to, to cover it all and really go granular depth, then I will. But fundamentally, guys, I just want to say this, this is all that you need to make millions of dollars, man. I promise you. All that you need, right? All that you need to make like $10 million.

And I hope that you guys are getting excited by this because you should realize how simple and straightforward it can be to actually be made millions of dollars. All that you need is very, very, very good copywriting, right? So just, let's just say copywriting.

A very good offer.

Which has the right price, the right deliverables, it's right for the avatar and so on and so forth, right? Good copy and just a good infrastructure. And I've just showed you the infrastructure that you need. So honestly, 90% of people just do that.

In my experience, 5% of people, that's going to work best. 5% of people, a webinar is going to work best. But for most of you, VSL call VSL funnel is going to be what really makes you the money. Now, for those of you that have access to my business development training program, come in here and if you haven't seen this already, come to the diagnosing a funnel and how video, because what this does it breaks down every single number, every single metric that you need to hit to print money. And if you just copy what is in this video, holy moly, you are going to print money. All right. If you need help with your offer, watch this video. It breaks down exactly how to make your offer. Craft your mechanism, craft your promise, everything. If you need help with resonating your message with the market, watch this video. If you're struggling with pricing, watch the pricing section. If you don't understand economics, which really we're talking about in here and we're talking about here as well, then just come and watch the competing on economics video. If you don't know how to properly test things, watch the scientific testing video. If you don't know which funnel to build, this video literally breaks down webinar funnel, do this, do this, VSL funnel, do this, do this messenger funnel, do this, do this, all the way through so that you actually make the right funnel for your offer. Very important.

And another one of the most important videos in here is crafting a compelling opt in. Now, let's end on this note. What is the most important part of, of this whole funnel?

See if you can answer this question for yourself because this is going to reveal to you how smart you are, how much you know, how prepared you are to make a success of one of these videos. Because if you can answer this question, you know what you're doing. If you can't answer this question, you don't know what you're doing. So what is the most important part of this funnel? Now, you could argue that it's offer, you could argue that it's price. You could offer. You could argue that it's the ads, the organic, the copywriting. I guess there's no strictly right answer, but when I tell you what I'm about to tell you, you will be like, oh shit. Yeah, that makes complete sense. The most important two parts are the traffic and the opt in. Why is that? Because without the traffic and the opt in, no one sees the vso, no one sees the booking page, no one sees the thank you page, no one gets on a sales call. So if your ads are a piece of beep.

No one's even going to see your opt in. Right. If your organic content is a piece of beep, no one's going to see your opt in.

Again, I'm going to go off tangent here. Sometimes you can get away with not having an opt in. I, I don't currently have an opt in. So if you guys go to the work with me, link in the description. And by the way, if you want to get access to my training program, if you want me to coach you one to one, then go to the work with me link.

You're going to end up here. And this is my VSL page. So just like the other one, it's a white page with a bit of text, a good vsl, a button to book a call. I have added some bits and bobs down here, like why work with me? All about my story and selling my company to private equity and winning 10 million award and.

Testimonials from some clients that I've worked with. And again, this is a nice to have, but it's not critical. All right. And I would love for you guys to guess at the conversion rate of this page as well. So like I was saying earlier, a good VSL page converts at 5 to 7%. The old one from my old funnel converted at 9. Okay.

So I've really covered I think pretty much everything that you would ever need to know there about the funnel, about the steps, about the elements, about the numbers, about the contingencies, about the different funnel types, about the simplicity of. And there's another video here in the training as well. The simplicity of six figures. And this just breaks down those. I'll just show you this really quickly.

And this just breaks down all of those four elements. You know, the traffic, the sales process, the conversion, the value, what happens at each stage, and.

So on and so forth. Okay, so this is. It's a lot simpler in terms of infrastructure than people think it. I can't tell you how many people come to me with like a big fancy, well designed pages, colors, animations, pictures, videos and it doesn't even work. And then we strip it all back. This is a thing that I can leave you with. Alright.

Simplicity.

Simply.

Scales.

Simple scales, complex fails. Alright, simplicity scales. So keep it simple and if you only do one thing right, it's know your economics and make sure that you're copywriting and your offer and price and deliverables are solid. If you do that, this stuff is going to be a million times easier to get it to work. And if you can't get it to work, then just again head to the work with me page of my website, booking a call and I'd be more than happy to just get on zoom with you. I'll get on one to one me and you. I'll show you what to do, I'll check your numbers, I'll help you with copywriting. If you want a clone of my funnel and emails and follow up and site and everything and you want to host your course and all this stuff, just get amor. It's so cheap. It's going to save you money. It's going to save you time. Just get. Just get amloa. Seriously. And that is it. So that is.

Just how simple and easy it is to do this. And that is. I forgot the title of the video. What's the title? That is what a $16.4 million sales funnel actually looks like in real life behind the curtain. So I really hope that helps. Guys. If you enjoyed it, leave me a comment. If you didn't enjoy it, leave me a comment. If you want to make fun of my terrible sense of humor, leave me a comment. Or if you'd like me to do a follow up and another deep dive, or if you need any other help, let me know in the comments and I'll make you another video and I'll see you back here soon.