Hala Taha: Build a High-Converting Sales Funnel That Transforms Your Business | Sales | YAP Live

Young and profiters, welcome to our Yap Live series.

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Yap Gang, do you want to become a creator entrepreneur?

Maybe you want to launch a course or a mastermind in teacher expertise.

If this sounds like you, then this webinar presented by Teachable is your step-by-step guide guide to monetizing your knowledge with confidence and clarity.

Now, this has a video that comes along with it.

I'm sharing slides in this webinar.

If you want to catch the slides, check us out on Spotify Video.

This is a Yap.

live episode.

So it is on Spotify video.

If you want to check out the presentation, the slides, you can watch everything on Spotify Video or YouTube.

It's also going to be on YouTube or my LinkedIn live stream.

So you've got plenty of options to make sure that you can watch this.

In this session, I'm going to guide you through my proven framework for constructing highly effective sales funnels.

This is a 90-minute training session, almost two hours actually, and you'll discover strategies for attracting and nurturing your audience, transforming leads into loyal customers, and maximizing your revenue through online courses, coaching, and memberships.

Whether you're an aspiring creator or looking to scale your existing digital products, this webinar will provide actionable insights into how you can leverage platforms like Teachable to simplify your sales process and accelerate your growth.

So grab your notebook, snacks, and get comfortable because this value-packed webinar is for anyone ready to succeed in the creator economy.

So first of all, nice to meet everybody.

My name is Hala Taha.

I'm the host of Young and Profiting Podcasts.

It's a top 100 podcast.

You guys can always find me in the top 10 in business and entrepreneurship on Apple and Spotify.

I'm also the founder and CEO of Yap Media.

So we are an award-winning social media and podcast agency.

That's the first business that I started.

My second business is the Yap Media Podcast Network, where I represent top podcasters like Jenna Kutscher, Amy Porterfield, Neil Patel, Russell Brunson, and I help secure all of their sponsorships.

So we have about 35 shows in the Yap Media Podcast Network.

And my business is on track to make eight figures this year.

So $10 million is our goal for this year.

And I am the definition of a creator entrepreneur.

And part of creator entrepreneurship is knowing how to do sales funnels, which is what we're going to learn today.

Before we start, of course, I've got to say thank you to Teachable.

Teachable is amazing.

This is what I use for my on-demand platform.

And essentially, it is a platform that allows you to create courses, create coaching programs, memberships, forums.

gated assets, which we're going to talk about later.

It is an amazing platform to create your course, start selling fast.

You don't need to be technical, which is my favorite thing about Teachable is that you don't need to be technical at all.

So throughout this presentation, I'm going to talk about how Teachable can help you do the things that I'm I'm talking about with your sales funnels because Teachable literally allows you to do everything from A to Z in your sales funnel, from bringing people in to then finally closing them and retaining them.

Go ahead and make sure you sign up to the demo, the free trial, so that you can get a demo.

There's, you know, it's totally risk-free.

So

another gift that we're going to be giving is this modern creator course playbook from Teachable.

So if you stay to the end, you're going to get the playbook from Teachable, and then you'll get my webinar and all the notes.

Okay.

Awesome.

All right.

So, this is a two-hour class.

You know, usually these are 90 minutes, but we were like, you know what?

We need to do two full hours because we always run late.

So, two hours is blocked in your calendar when you signed up to this Zoom webinar.

And hopefully, you guys can stay for the full time so you can get, can get

all the course.

All right, so let's start off to get some like a pulse check of where everybody's at when it comes to sales funnels.

So if you're a brand new beginner, you've never done sales funnels before, this is the first time you're really learning about it, you've never really had a funnel before, type one in the chat.

Okay, lots of ones.

Struggling to scale, type two in the chat.

Okay, you have a sales funnel.

You know, you're not a millionaire yet.

Maybe you've made a couple hundred dollars, a couple thousand dollars.

You haven't made six figures figures or seven figures through your funnels yet.

That's a two.

And then last, are you a pro-level marketer?

Are you making seven figures, eight figures through your funnels?

Do people know your name?

Are you an industry thought leader?

Because, you know, people know who you are and you're able to get eyeballs and then convert them.

All right, so very few threes, which makes sense.

Now, whether you're a one, two, or three, I promise you that you're going to learn something today.

So some of it, if you're a three or a two, maybe some of it might be a refresher, but I guarantee you're going to learn a lot of new ideas in today's presentation.

Okay,

so let me talk to you about why I'm qualified to talk to you about sales funnels and ramping up your sales funnels.

Let me explain to you one of the first sales funnels I did that's actually related to courses.

So I launched a course

about two years ago.

And so before I launched a course, I was just a content creator.

And so for

two years, I did nothing but provide value to my audience.

I just grew an audience and I just always provided value.

I had my podcast.

And so I'd interview all these experts and just talk about general entrepreneurship.

And so people would ask me questions over and over again in my DMs and in my comments.

And so I started to provide value for free.

And I started doing live Q ⁇ A's on LinkedIn Live where I would just literally answer whatever question anybody had.

I, Clubhouse was kind of, you know, getting big at that time.

And so I would do all these like Q ⁇ As on Clubhouse and answer people's questions.

And eventually I realized, you know, I need to start a course because I'm repeating myself.

I am basically giving everybody all this the same information all the time.

I need to put all of my knowledge in a course.

And I decided to develop a two-day masterclass to sell my expertise to my audience.

Okay.

So a lot of you might relate where like people are asking you the same things over and over again.

And so because I had an audience already and I basically hadn't sold to them yet, when I first launched my course, it was like an immediate success.

I launched a pilot course.

The class filled up right away and it was very easy to convert people.

And it was an $800 course to begin with.

And it was basically half the price that I wanted to charge for my first iteration.

I was testing it and I wanted to make sure that people actually would pay.

And the first few iterations of this course was really easy to sell.

And I thought, oh, this is awesome.

This is just going to keep having a flywheel effect.

And I'm just going to, you know, every month make all this money.

But all of a sudden, by the fourth, the fifth, the sixth time that I was doing the courses, the sales plummeted.

Suddenly, it felt like it was so hard to get people to sign up.

And I would get half as many signups as I used to.

And people weren't converting like they used to.

So I was like, maybe the course is stale.

Like I didn't really know what was going on.

And then I thought, okay, I'll try paid ads.

I'll try paid ads.

And if I do this, hopefully I start getting more results and more people can see my stuff and then they'll buy from me.

So I started doing paid ads and I spent $30,000 on a paid ads campaign.

And what happened was, is that even though people saw the ads and they might sign up to like, you know, one of my events or something, they didn't convert.

They didn't trust me enough.

I don't like, you know, there was like, they weren't converting.

And And so I lost $30,000 and I still didn't have more signups from my course.

Okay.

So my aha moment was when I started to evaluate the problem and brainstorm next step.

So I needed a way to condense the sales cycle.

I needed a way to get people to trust me fast.

I needed a way to share my knowledge, get people to be curious.

I needed reciprocity.

I needed goodwill.

I needed to have people, you know, want to help me because I help them.

I also needed a way to sell one to many because I can't, you know, take, you know, a hundred calls for people to join my course.

I also had no more money to test.

I wasted $30,000 and got no signups from a paid ad test.

I didn't want to waste more money.

I didn't want to spend more money.

I didn't want to be super salesy and I wanted to maintain my authenticity.

Okay.

And I realized my sales funnel was totally broken.

I was not warming up my leads with mid-funnel activities.

And that's why my sales funnel was broken.

So looking back in hindsight, I realized for two years, all I did was provide value to people.

All I did was hop on LinkedIn Live and answer LinkedIn advice, go on Clubhouse and answer LinkedIn advice, write posts, DMs, comments.

And so essentially I had warmed up hundreds and hundreds of people to be ready to buy my course without having mid-funnel activities because I was just doing it slowly over time.

Okay.

But now that i had to run out of those leads that were already warmed up i needed a way to quickly warm up people who didn't know me well who didn't know about my expertise who didn't know what i was worth in terms of what a course from me would be worth right

so

my middle funnel was broken okay

so let's go through the sales funnel as like a first like basic run through of this.

You're going to see this a bunch of time.

Okay.

Tofu is top of funnel.

All right.

So this is basically attracting and capturing new leads through content and organic discovery.

This is things like blogs, SEO, social media posts, reels, signing up for a lead magnet, registering for a webinar.

Okay.

And the goal of this is typically to collect emails.

All right.

You always want a way to reach out to your target leads in multiple ways.

And we're going to talk about email in more detail later.

And then you have middle of funnel.

This is where you warm people up.

This is where you take them from cold to sold.

All right.

So this is nurturing them.

This is telling stories.

This is talking about transformations.

This is talking about problem solving, solutions.

This is essentially building the trust.

People need to trust you if you want them to give you their money.

Okay.

So this is more long form content where they really get to know you.

Podcasts, YouTube, things that have video where they can see your face and build that trust, right?

Video enables you to build trust much faster than other types of content forms.

This is things like free workshops, webinars, like the webinar that you're sitting in here, educational newsletter, anything that has to do like with deep education, right?

Free calls, coaching calls, free trial signups,

very

blogs, but blogs that are very detailed, like tutorial type blogs, okay?

So this is middle funnel activities.

And then bottom of funnel is where you're converting people.

This is where you've got to have an irresistible offer, where you're going to have promotions, testimonials, limited-time offers, guarantees.

You're going to play into scarcity and make people feel the urgency to buy from you and things like that.

Case studies, testimonials, all that kind of stuff is really important for the bottom of the funnel to get people to actually convert.

Okay, so this is your sales funnel that you've got to get used to, and you have to have tactics for each one of these buckets.

And we're going to go over strategies for each one of them today.

All right.

So let's talk about some mid-funnel activity examples.

And we've got webinars, newsletters, blogs, workshops, podcasts.

I was mentioning them before.

And then here are the ones that I decided to focus on.

So the key thing to understand is you don't have to do all of these, right?

What are the ones that speak to you?

Which ones do you feel like are going to be most effective for you?

For me, I stick to webinars, emails, and podcasts.

Something that I'm doing in the future is going to be blogs.

Okay.

So let's talk about my my journey to sales funnel mastery.

So how did I actually learn about sales funnel mastery and who are you going to learn from today?

Because essentially everything that I know is from all the mentors that I've worked with.

So on my top 100 podcast, Younger Profiting, I have the privilege of interviewing amazing people like Jason Fladline, Russell Brunson, Rudy Maywer, Alex Fermosey, right?

And in that hour, two hours that I'm speaking with them, I'm always talking about their sales tactics and their, you know, offer, creating offer tactics and things like that.

The other thing that I always study is human behavior.

So my podcast is sort of a general podcast for entrepreneurship.

And one of my key topics is actually human behavior because human behavior drives so much of business, marketing, and sales.

It's really the secret sauce behind having a successful business and being a good seller, right?

So I've interviewed people like Robert Chaldini and Chris Vost and Robert Green.

The other thing is that I've conducted dozens of webinars over the last three years.

I would say I do about 12 webinars a year or more, maybe closer to 20 webinars a year.

And so when you get your reps in, you get a lot of practice in terms of what's working, what's not working, right?

I've guessed it on other podcasts.

I've started an affiliate program.

I've launched a course.

And so I've got all these different types of funnels and so much different types of experiences related to sales funnels.

And that's how I've basically put together this material.

It's from my own experience and then learning from amazing people like Alex Ramose and Chris Voss and so on.

And so a lot of this presentation is going to have videos from some of those folks giving their best advice from my interviews.

So what were some of the unexpected benefits from these mid-funnel activities?

Number one is that it was a faster sales cycle.

Okay.

So like I mentioned, when I first started selling my course, I warmed up my leads over years.

When you have something like a webinar where you get personal contact with me, like I'm here live in the flesh, I'm looking at the chat, I'm answering your questions, I'm going over training live, I'm thinking on my feet.

That's going to accelerate trust tremendously.

Okay, so basically, you can take people from two to three weeks of having to warm them up or two to three months or two to three years to two hours, right?

Where they're ready to sell and spend a thousand or more dollars with you because they spent two hours with you live.

Okay, so faster sales cycle.

Another thing when it comes to

mid-funnel activities is that I massively grew my email list, specifically with webinars.

Okay.

So when you signed up to this webinar, what did you have to do?

You had to put your name and your email.

So every time I do a webinar, I get 2,000, 3,000 new emails in my email list.

Okay.

These are people that I then can.

invite to my upcoming webinars.

And again, it's that flywheel, creator flywheel effect that I was just talking about.

The first time you do it, it's going to be really tough because you're starting from zero.

But then your next webinar, you might have 500 emails that you can tell about the webinar and then keep trying to get more emails from social media for new registrants that are signing up to your webinar, right?

So it compounds and gets easier and easier as you do it.

So the webinars really grew my email list super fast, faster than any sort of lead magnets ever did, way faster, right?

So I was able to really grow my email list, and that's a tremendous asset to have for your business, okay?

And then next is that you get super sticky super fans.

So even if people attend your webinars or live streams and they don't buy from you, like let's say they have some sort of objections that you didn't cover and they're not exactly convinced, they'll probably keep showing up and they'll be your biggest advocates.

They'll engage with your content.

They'll refer you to other people.

And so what happens is that even if people attend your mid-funnel activities and they don't buy from you, they're going to start recommending you and engaging with your stuff.

So either way, whether they buy from you or not, it is amazing for your personal brand and to grow your business.

Okay.

Lastly, it's just getting your reps in.

When you do things like a webinar or a podcast or a live stream and you're thinking on your feet, you just become a better salesperson, a better communicator.

Now, when I hop on sales calls and things like that, you take the things that you learn and teach other people and you use them in other situations.

So it makes you a better salesperson, a better communicator.

All right.

Sorry, one second.

So mid-funnel activities help you shorten the sales cycle to go from cold to sold.

And they also helped me generate millions in sales and improve lives.

And they helped me become a top expert in my niche.

So I'm excited to teach you guys how to do the same today.

All right.

So today's prompts to you.

And by the way, guys, everything in this presentation is super meta.

So you might be thinking like, man, this is a long intro, right?

Just wait until I break down what I did in this beginning section, all right?

So everything that I do is like on purpose and like super meta.

So let's talk about today's promise to you.

In the next 90 minutes, you'll get my exclusive blueprint for slaying your sales funnels to six figure annual sales and beyond without major investment, complicated tech, or high pressure selling, even if you're new to sales funnels or don't have a big following.

Okay.

So this is my promise to you.

Are you guys ready to get into the material?

Let me know in the chat.

Let me know that you guys are engaged.

I see a bunch more people joined in too.

So if you guys want to drop the sign up link.

All right.

Okay, let's go.

All right.

Emails are digital gold.

I told you guys that we're going to talk about email now.

All right.

So let's break down the purpose of each section of this funnel.

So first of all, top of funnel, like I mentioned, it's all about collecting email.

Like that is your main goal.

A lot of people miss this, all right?

A lot of people are trying to go from Instagram reels straight to the lead magnet or just like straight to sales or whatever.

If you don't collect these emails, you have no control.

Okay, you have no control over what you're selling.

You're missing the biggest ROI opportunity that you have in terms of channels, right?

So your top of funnel is to collect email.

If you are not collecting email in your sales funnels, that's a huge mistake.

Okay.

Middle funnel is about building trust.

Bottom of funnel is about making the offer and then you're going to want to retain and upsell okay because your best customers are your existing customers okay so you don't want to forget this last piece either and we have a section at the end to go over that okay so what are the different types of lead magnets there's a few of them right there's several of them so ebooks quizzes, checklists, calculators.

Really, when you're thinking about your magnets, you always want to think about what problem are you solving?

What are the problems that your customers have?

And what can you create that solves their problem?

And sometimes, most of the times, these are things that you've already created for your own business.

So, a lot of the times when you're productizing your expertise, you've probably been coaching, or maybe you have an agency, or maybe that your full-time job is related to this, and you work at a company, and there's things that you already have that solves the problems that you help other people do.

So, for example, my social team, I made them a checklist before posting.

Now I can give that checklist as a lead magnet, right?

Or there might be some sort of calculator we use to calculate social media engagement.

Now we can convert that into a lead gen magnet, right?

So you want to think about what are the things that you already have in your business that you're already using that helps you solve problems and then create that into a lead magnet, okay?

And then the other sort of lead magnet or things that can help you collect email, like I mentioned, it's not only top of funnel.

A lot of mid-funnel activities help you also collect emails.

So throughout top of funnel and mid-funnel, your goal is to collect emails and in mid-funnel specifically warm people up and get them to start to learn and trust you.

So why is email so important?

So first of all, you control the algorithm.

So it's a direct line to your audience.

So social media has shifted.

Now everything is interest-based algorithms.

So what does that mean?

It doesn't matter how many followers you have.

You can go viral even if you have zero followers.

And the algorithm basically matches you on what people are searching for and what you talk about, and how good your content is, the velocity of engagement that you get on your content.

If you've got good content with keywords on a certain topic, the algorithm is going to send it to users who are looking for that topic.

That's how TikTok works, Instagram works, LinkedIn is starting to work that way.

All right.

So, even if you have 100,000 subscribers, chances are 2% of your followers are going to see your post when you put up that content.

Email is like a very old school social media platform.

It is a social media platform that you control that has no algorithm, where if you have 100,000 subscribers, 100,000 subscribers are going to see your content.

So it is a fast track to get people that are interested in your stuff to see your stuff and you have control over it.

So it's a direct line from your audience.

Okay.

Number two is that people need multiple touch points.

They want to hear from you on multiple platforms.

They want to be reminded when they're ready to click, scroll, and buy, right?

So if they hear you on a podcast, maybe they're not going to buy from you because they're driving, they're doing other things, right?

If they're on social media, they're in entertainment mode.

People are in the mode to buy on their email.

They're working, they're bored, and they're more likely to read something, click it, get interested in it than on social media.

You have less competition, right?

So they need multiple touch points.

There's less competition.

There's also a really personal feeling.

You can personalize emails.

There's a one-on-one feeling, and you can basically guide your audience through every stage of the journey in email.

You can warm them up, you can educate them, and then you can promote your offer and sell to them right on email.

Okay, so email is amazing.

It's one of the highest ROIs in digital marketing, an average of $42 returned for every $1 spent.

It is still to this day the highest ROI in digital marketing.

So, let's talk about different ways ways that you can crush your email, some different strategies.

All right.

So number one is you've got to be intentional.

You've got to decide, I want to grow my email list because it's not going to happen by magic.

You need strategies.

You need to be consistent.

Even me, like I always think every time I do webinars like this, I'm like, man, we got to do this, this, and that.

We're not doing email enough.

It's something that you ongoingly need to set as a priority in your business.

Okay.

Number two is you got to create high value lead magnets.

You got to create lead magnets that people actually want, that really is going to make people want to give you their email.

This is an asset that they have that you've got to convince them to give you.

So it's got to be a good lead magnet.

So you want to really think through what problems can I solve through some sort of like, you know, quiz or worksheet or whatever.

And how can I get people to actually give me their email?

Number three is you got to be consistent.

You got to promote on all channels.

You got to think creatively.

If you've got a YouTube channel, you want to promote on your YouTube videos.

If you've got a social media channel, you want to promote there.

You want to make sure that you're promoting it on all your different channels every single day.

All right.

You want to set up a reliable email system.

So,

you know, Mail, chimp, constant contact, kit.

There's so many out there.

You want to make sure that you're able to take those emails and segment them, put them in an email service provider.

And then in terms of like content strategy, you want to email weekly at a consistent time.

Okay.

So you want to train people when they're going going to see your emails you don't want to bombard them with too many at a time just weekly at a consistent time is a good rule of thumb okay so train people when you're going to send them your email you also want to follow the 80 20 rule i learned this from neil patel so 80 of your emails should be educational and provide value and only 20 should be focused on selling so you want to make sure that you're providing educational content in your email you're building trust you're providing value and then only 20 of the time should you be selling.

You also want to increase, increase click-through rates by not providing too many links.

Okay, so you want the same link over and over again in your email.

So, typically at YAP, we put the same CTA, the same exact link, just two to three times in the email.

And definitely want the link higher up in the email and then, like, you know, in the middle and at the end, and the same link.

Don't point to many different links.

Okay, that's going to confuse people.

And then you're going to want to track and optimize your open rates, your click-through rates.

You're going to want to test and optimize and so on.

Okay.

All right.

So, out of all the strategies that you learned first, which one will you try?

Okay, which one will you try?

Oh, and I forgot to mention one that I really like.

Whenever you are in your email and you feel tempted to click on an email, you're like, oh, this is interesting.

Let me open it up.

Save that subject line and put it in like your notepad.

Okay.

Whenever you feel compelled to open an email, save that subject line.

And then next time you go to write your emails, you'll have a repository of all the subject lines that got you to open.

And hopefully that will give you some inspiration.

All right.

So, which email strategy are you going to try first?

Which one spoke to you?

Do you need to just start and make it a priority if you already have one?

What are some of the tactics that you feel like you're going to start learning?

So, being more educational, using the 80-20% rule, consistent email at the the same time

all right so just so you guys know teachable allows you to create lead magnets okay and create gated asset pages so basically so this is a lot of marketing speak if you guys aren't marketers i'm going to kind of break this down for you okay a lead magnet is anything any sort of document pdf worksheet quiz it's any sort of asset that you uh create to get an email that's what a lead magnet is and a gated asset page is when you have this lead magnet, you want to gate it with a form.

So people can only get it if they type their name, their email, their phone number.

Okay.

So that's what a gated asset page is.

It's gating your lead magnet and people have to enter their information into a form.

Okay.

So Teachable lets you do that.

You can basically upload anything, a PDF, a worksheet, a spreadsheet, whatever it is.

you can upload that and then it will create a splash page in your sitemap for your course where people can then download your assets.

So, if you sign up to Teachable, you'll be able to create these lead magnet pages really easily.

And then you can also plug it into your email service provider.

So, if you've got MailChimp or whatever, you can plug it in.

You can also embed your lead magnet form into your WordPress website or whatever website you have.

So, it lets you do all these integrations.

All right, so let's talk about slaying your messaging.

I love this quote from Dan Henry: the easiest way to become a millionaire is to sell what people are already buying and just say it better than your competitors.

Okay.

This is such a powerful quote, guys.

When it comes to sales, you do not want to create something from scratch.

You want to sell something that people are already buying and already interested in.

And you need to just figure out how to market it better, how to convince people that you're the number one person that they should buy from, that you're the preeminent business in your industry, right?

You need to learn how to say it better than your competitors, which is what we're going to go over today is like all the sales psychology and how to convince people to buy from you.

So one of the key things in sales funnel is this concept of hook story offer, okay?

The hook story offer framework is used to strategically throughout the buyer journey to attract attention, build trust, and convert prospects into customers.

Now,

A hook is what gets people in.

It brings them into the funnel.

And it not only only brings them into the funnel, something that I'll just build this out really quick.

Something that I want to call out is that hook story offer is what you use on every single marketing asset that you have.

It is how you bring people throughout the whole funnel.

It is also how you bring people like through every video, every blog, every post has a hook story offer typically if you're selling.

Right.

So hook is how you bring them into the funnel.

Story is how you build rapport, you highlight the problems, you position yourself as a solution, you help nurture the lead.

Okay, so story is about nurturing, helping show the transformation, getting them really bought in and trusting you.

And then offer is the clear call to action.

And this is where you want to incentivize them to actually purchase.

Okay.

This is the conversion.

Now, like I mentioned, hook, story, offer can be used throughout.

the sales funnel.

It is the framework of the sales funnel itself, right?

So tofu is hook, mofu is story, bofu is offer, but then you want to use it throughout each bucket, okay?

So, for hook, story, offer for top of funnel, your offer is going to be the lead magnet to get the emails.

For hook, story, offer for the middle of funnel, your offer is going to be booking a webinar, a discovery call, a coaching call, whatever the mid-funnel activities is.

And then for bottom of funnel, it's going to be buying from you, okay?

Your

irresistible incentive to actually buy.

And then, like I said, even more granular, every post, every web page, every

video is going to have hook story offer if you're selling.

And if you don't have that, it's not going to be effective.

Okay.

So you need to think about that.

Like I mentioned, you guys are going to get the entire presentation if you stay to the end.

So this is not something you need to memorize.

Okay.

But in general, when it comes to these hooks, for top of funnel, this is all about getting people in, you know, grabbing their attention.

So this is shock, this is curiosity, this is asking a question, this is mystery, surprise, intrigue, right?

So top of funnel is like capturing their attention and it's also qualifying them, right?

What are you going to ask or say that's going to bring in your exact leads or get them interested or let them know if they're a fit or not?

It's also about qualifying them.

So middle of the funnel, they're already qualified and it's more about warming them up, getting them to understand your offer, how you solve their problems.

So this is about stories.

It's about pain and then going through the solution.

It's about showing your social proof.

It's about how to, educational content, how to do this, different tutorials, having a challenge, right?

So this is all about solution and proof.

Okay, solution and proof.

Now, bottom of funnel

is all about getting people to take action.

Okay, this is about convincing them and not letting them have the time to talk themselves out of doing it with you.

Okay.

So this is about scarcity, urgency, having guarantees, reducing the risk,

showing some transformations to kind of push them over the edge.

All right.

So bottom of funnel is about condensing the time that they have to make a decision, making the decision as easy as possible for them because you've got promotions, you've got proof, you've got guarantees, and it makes the decision really easier for them.

Next is retention.

Like I mentioned, your best customers are your existing customers.

So how are you going to foster community?

How are you going to love on your customers, serve your customers, make them feel like they want to keep buying from you?

We're going to learn about dating your customers later on.

How are you going to make them feel like everything is exclusive?

How are you going to make them feel like a tribe, like they're part of a community that they would never want to leave?

Right.

So what are the ways that you're going to retain, love your customers, make it more of a community, and start to upsell them to your different offers?

Okay.

Okay.

So we went over hooks.

Now we're going to go deeper into stories.

All right.

And let me know, are you guys engaged?

Are you guys learning right now?

Let me know in the chat.

All right.

So let's talk about five types of stories.

First of all, we've got the hero story.

All right.

So this is your origin story.

Why are you the expert?

in what you're talking about.

Why should people trust you?

Why should people buy from you?

What struggles did you overcome?

How can you become relatable?

How can people connect with you so they feel like, oh, Hollow is there.

I was in that same place and she got out of it.

So I better listen to her, right?

So what's the emotional connection to you?

How are you going to establish that?

Okay.

Number two is character profile, character story.

So essentially, this is a high profile testimonial from a respected figure, right?

Now, you're not going to have every single type of story.

Character story is pretty advanced, right?

You need to be pretty top of your field to get a celebrity or something like this, right?

But now, for example, I've been doing this for 10 years now.

I've got stories from Russell Brunson being a part of my network and saying he never made ad money and now he's with me.

He makes advertising dollars with me.

So as you go on and you, you, you get your feet wet and you start getting more and more students and clients.

you will start to get character stories.

So essentially, it's somebody who's really trusted who reinforces your authority and trustworthiness.

Okay.

And anytime you work with a big brand or a big name, you're going to to want to put that everywhere because people will associate your brand with the bigger brand and your brand will become bigger.

Right.

So if you've ever worked with big companies, you want to plaster that all over your LinkedIn.

You want to put that in your decks.

If you've got pictures with celebrities or clients that are high-profile people, if you guys noticed in the beginning of this presentation, it was me with Alex Ramosey and Russell Brunson and all these famous people.

It helps elevate your brand and status when you've got other people's brands associated with yours, right?

Big results story.

So this is a compelling case study of somebody who achieved extraordinary results from your products or using your method.

So it's the full potential of what's possible.

So this is somebody who got a huge result from your product, from your course, okay?

Initial results story.

This is what's going to help people take the initial step to buy, right?

A lot of people just have limiting beliefs.

They don't believe that they can do it.

So this is the type of thing where somebody just got like the first part right.

They were able to take the first step, right?

So quick win story, highlighting how somebody after implementing your teachings saw immediate tangible improvements.

So proving that your system works, even if you're a beginner, even in the first step, okay?

So like a first step type of a story.

And then an inspirational transformation story.

So this is something that goes beyond even what you sold.

So right, let's say I say, I want you to take my LinkedIn course so that you can go viral on LinkedIn.

Okay.

Now, let's say you end up going viral viral on LinkedIn and that leads you to becoming an entrepreneur.

And now you were able to quit your job, become an entrepreneur, and you started an eight-figure business.

I was just trying to help you go viral on LinkedIn, but now you've got an eight-figure business as a side result of taking my course or product.

Right.

So it's something that transforms somebody's life beyond what you just sold them.

That's what a transformation story is.

Okay.

So you want to think about what stories do you have right now?

What kind of stories can you put in each one of these buckets?

And you want to start organizing that and start using that in your materials at different stages of the funnel.

Okay, a lot of it is going to be mid-funnel.

That's where a lot of the stories go.

But some of it is going to also be top of funnel, like your hero story might be top of funnel and things like that to get people started to be interested in what you're doing.

Okay, so let's go over the hero story in depth.

This is something that everybody should have for their offer.

All right.

And so this is Russell Brunson's framework.

I didn't create it myself.

And it's also known as the Epiphany Bridge story.

So first of all, what is your relatable start?

How can you mirror your audience's starting point?

How can you make yourself relatable to them so they feel like you were once in their shoes and you're the expert that can help them overcome the problems that they currently have?

Number two is setbacks and struggles.

What were your challenges?

People need to feel your pain.

People need to know that you were not perfect, that you're not better than them, that you also once struggled.

Okay, so first, you need to know like what were your different challenges that you had.

People will trust you when you show your vulnerability and your pain.

Okay.

Number three is your aha moment.

What did you discover?

What was the framework that you discovered, the thing that was missing, the gap, right?

Then four is the solution.

What method did you use to actually overcome these obstacles?

You figured out what the problem was.

What was the solution?

What is your framework exactly?

Five, proof of success.

Who did you help?

Right?

These are all the different testimonial stories that we were just talking about.

Do people think you're a big deal?

Have you accomplished anything?

Do you have awards, right?

Are you a thought leader in your industry?

And number six is, how are you going to frame it that your mission is beyond just you and your selfish needs of wanting to make money?

How are you going to serve others and prove to them that your mission is beyond you?

How are you going to replicate your success to help other people?

And what is like your mission and service to others?

Okay.

So like I mentioned, everything that I do is really meta in these presentations.

So that whole story in the beginning was just an example of a hero story.

Okay.

So my relatable start was I started a course from scratch.

I never had a course before.

Okay.

Everybody kept asking me the same things over and over again.

And I decided that I was going to put out a course.

I never did it before.

My struggles and setbacks is that after four months, I hit a plateau.

It was really hard to convert new leads from social.

Now, this is relatable in multiple ways.

If you're an existing influencer, it could be relatable if you have trouble with your sales right now.

If you have no influence, it's also relatable to you because essentially I was starting from scratch.

I had to create new leads that I needed to influence and warm up, right?

My aha moment was I realized I needed to warm up my leads, that it wasn't just going to magically happen, even if I did a whole bunch of paid ads or whatever and got more eyeballs.

I needed to actually do something different, which was mid-funnel activities.

The solution is my framework for mid-funnel activities that I'm going going over right now with you guys.

And the proof of success is I made $500,000 off my LinkedIn course last year.

And that's just one small part of my business that I only spend a couple of days on every month, right?

Or every other month, right?

So I made $500,000 changing.

my like through this change that I made with mid-funnel activities.

And now I also get paid to conduct webinars.

Like, so for example, the reason why you're getting this $1,000 course for free is thanks to Teachable.

They're paying me to do this for you guys, right so i even get paid to conduct webinars and things like that because i got really good at my mid-funnel activities and lastly now i spend time teaching how you guys can do it as well right so that's my service to you is that i'm spending this time teaching you guys how to do this and i'm not holding back on everything that i know All right, so let's talk about Russell's hero story.

Now, this is the first video that we're playing.

So if you guys can't hear it, let me know.

I've teached like whole classes on Pifty Bridge.

Basically, Piffy Bridge is like, what is the story about how you got introduced to the thing that you're going to be sharing during the presentation, right?

So if you're doing a presentation showing how you, like how someone's going to start their own podcast, then the very first, the first 15 minutes of my presentation is where I'm telling the story about how I discovered this new opportunity I'm about to reveal to them, right?

So the webinar is all tied around the new opportunity that we talked about earlier.

So I'm going to tell this Epiphany Bridge story.

Like, here's a story how I discovered this thing.

I was just like you five years ago.

I went through this thing and you're telling the story that you went on and how you discovered discovered this thing i always tell people like when someone's coming to your webinar um they're looking for a result when they're on buying a product looking for a result and typically when they come to you this is not the first time they've tried to figure out that result right so good example i bought a company last year a women's weight loss company and i remember the owner i bought it from her she told me she said that the average woman in america goes on eight diets a year wow isn't that crazy and she said and so when you look at that like if if i assume that someone's coming to my webinar and like they've never thought about having been on a diet before i'm dumb right?

They come to mind thinking that they never thought about a funnel before.

I'm wrong, right?

So I have to show them, like, what is my new opportunity that's different?

Like, they've tried eight diets this year to lose weight.

None of them worked.

Why is my new opportunity different than these?

Like, why is it different, right?

So I'm going to tell my story about, like, hey, I was just like you five years ago.

I tried the paleo diet, the keto diet, the da-da-da-da.

I tried all these things.

I'd have little successes and I'd crash and bury a little.

How many of you have done it before?

You tried the same thing, right?

Yeah, I have the same problems.

And so I went on this journey and I found out something that was completely different than what anybody was talking about online.

And it was this process called blah, blah, blah, whatever processes, right?

And this is where I tell that whole story, how I discovered it, what it looked like, and the result I ended up getting because of it.

And then basically, I tell people then, like, I went through and I figured out a map, I have this map, and what I'm gonna teach you on the rest of the webinars, this map, and how you can use it to have the same result I had.

You guys ready for that?

And they get all excited.

And then I transition to the actual teaching part of the presentation.

This is something that you want to include in your web page, on your webinars, and it's essentially your promise for the transformation.

Okay.

And so this big promise has, it's like a formula.

So number one is you want some sort of specific measurable outcome.

Maybe it's the timeline, the goal, the revenue target, or all three, right?

So how can you be specific and measurable?

In four weeks, you're going to get this transformation.

Right.

So I have for this specific presentation in the next 90 minutes You'll get my exclusive blueprint for slaying your sales funnels to six-figure annual sales and beyond without major investment, complicated tech, or high-pressure selling, even if you're new to sales funnels or don't have a big following.

Okay.

So essentially, you are trying to handle the doubts and objections.

So even if you're new to sales funnels or you don't have a big following, so there's the objection there.

Okay.

Specific and measurable, six-figure annual sales, unique approach, my exclusive blueprint for slaying your sales.

Okay.

You also want to focus on the end benefits.

So you don't want to say, in the next 90 minutes, I'm going to go over this slide.

I'm going to have a technical difficulty with the video.

I'm going to have you write notes.

You're going to have to do this.

You're going to have to do that.

You don't want to scare people with the work.

You just want to tell them in the next 90 minutes, you're going to know how to slay your sales to six figures and beyond.

You don't want to tell them about the work involved in it.

You don't want to scare them away.

Okay.

And then you want to show speed.

Okay.

So in the next 90 minutes, which is a really short time, another example of this is like, learn everything I learned in four years in the next 90 minutes, right?

So, any way that you can show that there's speed in what you're doing and that you're going to like, this is a shortcut for them is going to help.

So, this is just something that you should have in your repository of messaging materials to integrate into your webinars and your website and even your social posts or your bios and things like this.

Okay.

So, you want your big promise.

So, here's a quote from Kathy Sierra.

She says, don't sell better cameras.

Help your customers become better photographers because when they become better photographers, they're going to want better cameras.

So what does this mean?

It means don't focus on selling, focus on teaching, focus on helping people become better at what you're teaching, right?

So you want people to become better photographers.

You don't want to sell them better cameras.

So here is a video from Josh Kaufman.

I'm going to unmute.

When we feel like we're being pushed into making a decision or pushed into doing something, this is an idea called reactance.

Like there's an automatic desire to push back.

So think of the stereotypical really bad used car salesman who's just trying to sell you anything.

as long as you buy it today.

It pushes customers away from you instead of pulling them towards you.

The best position that you can find yourself in is positioning yourself to the customer as an assistant buyer.

You're not there to convince them of anything.

You're not there to sell them a bill of goods.

Your job is to help understand who they are, what they need, what would be beneficial.

You have some subject matter expertise in this problem that they're trying to solve for themselves.

And so your job is to be their assistant in making this

very important, very valuable decision and finding whatever is best for them.

Sales kind of has these icky connotations that a lot of particularly new entrepreneurs are very uncomfortable with.

When really you can reframe most of that as you are making friends with someone you've never met before.

You're trying to understand what would be good for them and you're trying to help them make a really good decision, whatever that good decision happens to be for them.

We talked about value-based selling, like really understanding what the customer wants or needs.

And then there's a kind of a close technique called education-based selling, where it's you are helping the customer become a better customer of the thing that you sell.

And so there's a quote by Kathy Sierra that I just love.

She says, don't sell better cameras, help your customers become better photographers.

Because when they become better photographers, they're going to want better cameras.

And so helping people understand more about what it is that you do,

it encourages them to want more.

And when they want more, they're pulling from you instead of you pushing on them.

Now, there are a lot of, call it structural barriers to making a sale, the classic objections, like, I don't have enough money.

I don't know if this is worth it.

I don't know if it'll work.

I don't know if it'll work for me.

And the best thing about those kinds of objections, you know in advance, they're coming.

They're always going to be coming.

They apply to everything.

And so that combination of the mindset shift of I'm an assistant buyer.

I'm going to try to help them make the best decision that I can.

And

being a prepared seller, knowing well in advance the types of questions that a customer is going to ask, doing your research, having answers to those things before the sales conversation actually takes place, that puts you in the best position to make the final sale.

Let's talk about becoming an assistant decision maker or an assistant buyer.

Okay, so a traditional seller is pushing a decision.

It's trying to create pressure instead of partnership.

Okay, so you're breaking trust before it begins.

The only time you're going to push people into a decision is after you've already warmed them up, after you've brought them through all the steps.

Then you want to gently push them and incentivize them to make a purchase, but you don't want to do that right up front.

You don't want to just push people into a decision.

That's just going to break the trust immediately.

immediately.

Okay.

Then you become an assistant buyer where it's you're helping them decide.

You are showing up to support their decision making.

You're building long-term connection and trust.

And sometimes that means you're not the solution for them.

Sometimes that means turning them away or having them start with somewhere more of a beginner's place, right?

So sometimes it means turning people away when it comes to helping them decide.

Traditional sellers talk a lot.

Really good sellers just listen, right?

You want to understand people's problems.

You want to understand if you're the person that can actually help them.

You want to ask them really good questions if it's like on a sales call or something.

So you want to listen deeply.

Also, traditional sellers sell what they have, right?

You're just pushing some generic solution.

Everybody has the same solution, right?

And then people just start to feel like a number.

Assistant buyers recommend what fits, and sometimes that means it's not you, right?

If you're in this bucket, maybe there's somebody that you can refer them to, right?

This will make sure that people see you as that trusted expert and refer you to their friends because they know that you always have their best interests in mind.

Traditional sellers hype the products, right?

They over promise, they under deliver, they have empty claims.

And assistant buyers educate the buyers.

You want to give them realistic goals.

You want to actually know that your solution can do the following results.

You want to track those results and give them realistic results of what they can expect.

Otherwise, people are always going to be disappointed, even if you do a good job.

So what are the realistic results?

What can you actually help them do?

How can you prove that you can help them do that?

And how can you make them understand that it's a no-brainer to work with you because you can get those realistic results?

Okay, let's talk about objections.

Mostly what it's all about is the objection.

And here's how it always plays out.

First, it's money, which it never really is, but that's the first smoke screen that they throw up.

I really like this, but it's too expensive.

It's too much money.

I don't have the money for this right now.

99 times, that's a lie.

So you learn that that's not truly the objection.

But until you uproot that issue, you can't get past it.

So we'll handle the price objection five or six or seven or eight or nine times in six or seven or eight or nine different ways.

Now, we don't do it all at once.

Because if you drill down on something, it gets too boring.

So we first address price.

And then the second issue is always time, almost always

I don't have the time to do this, or how long will it take?

And so, we'll handle that one six, seven, eight, nine different ways, right?

And then, the real one, the almost always, the real objection is neither time nor price.

It's always

belief.

I don't think I can do this.

I'm deficient in this way.

I'm limited in that way.

I'm going to fail.

And that's where we really spend most of our time.

And they're initially excited and they're like, but wait, I got to consume it all.

Oh my God, that's going to take a lot of effort.

And they will feel very uncomfortable if they don't consume all of your information, even though they can't.

It's going to be too much and it's not a good way of doing it, right?

It frustrates me because it's a limiting belief.

The limiting belief is I have to consume all the information in order to be successful with this thing, which is not how real success works.

Real success works is we consume only partial amounts of information and then we kind of go out there and figure it out, right?

But they're thinking, I got to consume it all.

And if I don't, then I suck.

I'm not good.

I failed.

I didn't follow through.

Or they do consume it all, God forbid.

And now they're more confused than they were when they started.

I love these customers.

They're walking meat shield full of contradictions, right?

And so I have to help them navigate through that minefield in order for them not to cheat themselves out of something that they should buy.

And so I will say to them, this is what I said the other day, just, and we freestyle these now on these clothes is sometimes I'll say, tell me when you got a library card, you didn't feel guilty that you didn't read every book in the library.

And that's one of the ways in which we deal with that objection specifically.

If that's one that's coming up, I used to deal with it this way, and I still do.

Sometimes it's like, if you went to a buffet, do you feel obligated to eat every type of food that's offered to you in the buffet and drink every drink that's offered to you?

And people are like, no, of course not, right?

Well, that's what this course is like.

It's done buffet style.

And even if you only consume 10% of it at random, we put a blindfold on you, spun you around, and you played pen the tail on the donkey when it came to this content.

I am confident you will be able to succeed and move forward with this.

And then later on, if you want to go back and do it logically, you certainly can, right?

So, so this, these are beliefs.

And again, I have two or three.

I gave you three ways just to deal with that one stupid little tiny belief, but we do, we cycle through all of these.

And then there's product-specific objections too, right?

Where it's, can I use it this way?

Will I have access to it over here?

I'm from, you know, I'm international.

Will it work for international folks, et cetera, et cetera?

So we just hang in there and we just go through all of them.

I love that.

And a key thing, young improfiters, is you have to know what people are going to object.

You've got to actually think through that and prepare your answers in advance.

So go through all the possible things that people could object from your offer and make sure that you know the answers and then creatively integrate it.

So I love that.

So Jason's awesome.

So Jason is known as the $100 million webinar man or

quarter billion dollar webinar man.

That's what he's known as.

And so he was talking about handling objections on a webinar, but you can also think about this more broadly.

You want to help overcome objections throughout all your different marketing materials.

Okay.

And so one of the things that you want to do when you're thinking about, let's say, launching a course is like, what are all the reasons why people wouldn't want to do my course?

A lot of the, like Jason said, a lot of it is time-based.

A lot of it is people make the excuse they don't have money.

That's usually not the case.

Usually the actual real reason is that they don't believe they can do it.

And so a lot of your communications has to be showing people how they can do it and convincing them that they can take the first step to transform and that they're capable of doing it.

So like we mentioned, a lot of this, this whole presentation is going to be available for you guys.

But let's talk about some of these objections really quickly.

If somebody says it's too expensive, really what they're saying is that they might waste money and that they might not be able to achieve what you're saying.

They're not convinced they're going to actually achieve it.

Because if they did, it wouldn't be too expensive.

It'd be worth the value.

So you need to really focus on value, okay?

If they say they don't have the time,

maybe what they're really saying or most likely what they're really saying is that they're afraid they won't follow through.

They're overwhelmed.

So this is why you don't want to scare them with too much information, right?

In terms of the process, you want to hand-hold them on the process.

You don't want to scare them away with too many steps and too many things to do and too much work.

So, you want to simplify the process, make it seem as easy as possible.

And this might seem manipulative, but it's actually not.

It's in their best interest to take your course or product if you have a good course or product.

So, you're going to want to make it seem as easy as possible so they actually take this journey from you.

And then, if they think it's not going to work for them, they're afraid of failure.

So, you want to share a lot of relatable success stories.

This is where an initial results story can come in or something like this.

So you want to share that other people, you know, overcame the same challenges.

Your own hero story can be a way that you can help people ease their fears.

So how do you see being more intentional with your words can help you improve your funnel performance?

Do you guys see how being more intentional with your words will help you improve funnel performance?

Let me know in the chat.

Let me know.

And get some, let's get some, let's get some activity here, guys.

There's hundreds of you in the chat.

Please type in the chat.

Let's get some energy in here.

How do you guys see being intentional with your words are going to help you with your funnel performance?

Can you see yourself leveraging these

communication strategies and becoming a sales funnel master?

Can you see yourself doing this?

Can you see yourself creating sales funnels, using things like hook story, offer, creating a hero story, creating a big promise?

Can you see yourself doing this?

Starting an email list?

Can you see yourself doing this?

Okay, do you think that if you implemented just 20% of the things that we learned today that you would increase your sales?

I just tricked you guys.

Can you guess what tactic I just used here?

I used two things.

The first thing I did is I got you guys to say yes, yes, yes, yes, yes.

I got you in the mode of saying yes, okay?

This prepares for the big ask of you buying from me and saying yes.

If I was, if this was something I'm not selling to you today, but if I needed you to buy from me, I would try throughout the whole presentation to get you to say, yes, yes, yes, right?

I am shifting your identity.

I'm making you primed to buy by getting you in the mode of yes.

This is called a yes ladder technique.

Okay, so I asked you three questions where you were like, yes, yes, yes, right.

So that's the yes ladder technique.

The second thing that I did is I created a commitment.

Okay, with identities.

Are you willing to use this in your materials if you implemented 20%?

Can you see yourself doing this?

Can you see yourself transform?

Okay,

I am taking your impoverished identity and I am helping you transform on this call to become a sales funnel master.

The reason why you joined this call is because you thought you were bad at sales funnels or you had some improvement to do with your sales funnels, right?

So me

always asking you, can you see yourself doing this?

Do you think you can do this?

Doesn't it seem so easy?

What did you learn?

These are ways to transform you on the call.

So that's what I just did there.

I'm nudging you to, I'm nudging you from your current identity to a better one because, like Jason Fladline said, most people are not buying from you because they don't believe they can do it.

It has nothing to do with time.

It has nothing to do with money.

They believe that they can't do it and you need to shift their identity.

If you guys haven't yet, sign up to the demo.

And I want to know right now, I'm not going to ask you again about this.

I want to get through the material.

If you sign up for the demo, type yes in the chat.

I want to see hundreds of yeses right now.

We're in the mode of yes, right?

There's no cost to this.

There's no credit card.

It will help incentivize you to actually get something done, being signed up.

If you want to take it to the next level, I'm going to tell you all about how Teachable can help you do these things.

We still have upsells.

We still have bottom of funnel and retention to go over.

We have two parts left.

We have about 30 minutes.

It might be a little bit more than I will try my best to finish in 30 minutes.

We did have a technical difficulty.

Okay.

Put the link in the chat, guys.

Please, if you sign up, type yes right now.

This is basically a thousand dollar course that you're getting for free.

And the way to think teachable is by signing up to the free trial.

Okay, it's a free trial.

There's nothing to lose.

If you guys stay till the end, like I said, we've got about 30, 45 minutes left.

You will get the creator coursebook.

You'll get this whole presentation and all the notes in the slides.

All right, let's talk about creating irresistible offers.

And this is a section that we're going to go over the teachable demo.

Here's something before, now we're talking about creating your offer.

So part of having a sales funnel is, of course, having some sort of offer.

You don't want to find customers for your products.

You want to find products for your customers.

When it comes to creating an offer, you never want to create demand.

You want to channel demand.

Okay.

You want to sell what people are selling and say it better.

You do not want to create a product that nobody wants.

Okay.

So one of the things that I want to show you is the top 20 reasons that startups fail.

All right.

Let's look at the top three reasons.

No market need, 42% ran out of cash, not the right team.

Now, the second and third buckets are all because you don't have money because nobody wants your product.

Okay.

So whenever you're thinking about starting a course, you really got to think about, are people already buying this?

Don't reinvent the wheel.

Sell something that people are already selling and say it better.

So you have to work on the right idea.

Like I just said, 42% of startups fail because of lack of market demand.

So you want to ask your community what they want from you.

You want to pay attention to what people are asking you over and over again.

All right.

You want to test your idea.

Remember, I told you I started my LinkedIn masterclass with a pilot, half price.

Let me see if I can get people half price to buy it.

Then that means I could probably get double the price if I improve it a little bit and get some feedback.

So you want to work on the right idea.

And let's talk about turning your expertise into a course.

For the sake of time, I think I'm going to skip this video.

You guys can watch it on your own time.

It's Jenna Kutcher basically explaining how she started a course.

And it's very similar to my story in terms of people were asking her how to do the same thing over and over again.

And so she decided to create a course.

So you can watch this on your own time.

It's a great clip.

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And we're going to talk about.

Launching your course.

So how do you launch your course?

Before we do that, I want to ask you, like I mentioned, I started my LinkedIn course because I was a LinkedIn influencer and then everybody always asked me for LinkedIn advice.

For a long time, I gave away the advice for free.

And then I was like, I keep repeating myself.

I keep giving the same advice.

I need to like put this in some sort of a course so that if people ask me, I can just point them to the course or they can sign up to the course and I can monetize it.

Okay.

So what do people ask you for help with?

Okay.

And think outside the box.

It could be like, you could be in marketing, but people always ask you for fashion advice, right?

What do people always ask you for help with?

Type it in the chat right now.

Tech tips, writing advice, life advice.

Okay.

Maybe you can be a life coach, career advice, how to organize.

I love that.

Chat GPT, AI.

Yeah, that's hot, guys.

AI is super hot.

Insights of solving problems, healthy eating, entrepreneurship.

Awesome.

Yeah.

So this is a precursor of your course or your membership or your coaching program.

Okay.

That is where it starts.

Establish your expertise.

Okay.

What do people always ask you for over and over again?

What advice are you giving over and over again?

Then you want to define the change with your course.

What is your transformation?

Okay.

This is so important.

This is your big promise.

Okay.

You want to define your big problem promise.

What problem are you solving?

What is the clear end result that they're going to get from your program, your coaching service, so on?

What is the transformation?

Then you're going to want to outline the framework.

What are the three to seven steps?

Don't go over three to seven steps that will be too overwhelming.

What are the three steps, the three stages, the three pillars, the five pillars, the five steps, the five stages?

What does the transformation look like?

What is the journey you're going to take them on?

What are they going to achieve by the end?

What do they have to learn to get there?

And this essentially then becomes your curriculum, whether it's a coaching program, whether it's a membership program, or an on-demand course or a live course, this is your curriculum.

Every, you know, module or lesson is your pillar, okay?

So we have an example of this.

It was the sales funnel framework, Tofu, Mofu, Bofu retention.

This is, that's the framework of today's course, right?

That was the framework.

So you want to think about what your framework was, and then that is your agenda, okay?

Then you want to choose a format.

Are you going to do pre-recorded?

Are you going to do live?

Are you going to do hybrid?

Are you going to have videos?

Are you going to have quizzes?

Are you going to have worksheets?

Right.

How are you going to make it interactive?

So you want to think about your format.

What do you feel comfortable with?

And then a platform like Teachable lets you do it literally A to Z.

Okay.

Then you're going to create an irresistible offer.

So it's taking whatever that format is, and then you're layering on bonuses, right?

So a lot of those lead magnets that you use to bring people in the funnel will then become your bonuses, right?

You can just add that to the course as a free bonus if the people didn't get it yet.

Your risk-free guarantees, what are you going to guarantee them?

What kind of testimonials do you have?

Do you have a VIP access and things that are priceless?

So, if you say, like, oh, and then you get a VIP coaching call with me once a month, those things are priceless.

It's going to make your offer seem really value, the valuable.

This is called stacking your offer.

How are you going to stack your offer outside of the course?

What other things are they going to get where it just seems too good to be true?

They're getting so much value from this course.

Okay.

And then, lastly, you're going to launch your sales funnel.

This is essentially the playbook of what we went over today, right?

So, an example is having a lead magnet, getting their email, getting them to register to a webinar, making a sale, right?

So, you're going to have all these different sales funnels, start with one, and then keep building different sales funnels.

Okay, so let's talk about the value equation in terms of irresistible offers.

So, value equation is all about the perceived value.

So, we were just talking about creating an irresistible offer as step five in the framework.

And this is all about the perceived value of everything.

People buy

because they believe it's a shortcut to results.

It's a transformation they can visualize.

It's a future self that they want to become.

So let's talk about the value equation.

So the value equation is basically you want to increase the top of the equation.

You want to decrease the bottom of the equation.

Okay.

So when it comes to your messaging, you want to increase the dream outcome, increase the perceived likelihood of achievement.

Okay.

So, increase the dream outcome.

This is about speaking in outcome, not talking about the effort and the sacrifice.

This is about the transformation and the dream, right?

Like, it's really about helping them envision themselves, shifting their identity, okay, in all your communications.

Perceived likelihood of achievement is about reducing the risk of buying from you.

So, what does that mean?

That means guarantees, that means testimonials, all those stories that I was talking about,

you know, exact results that people have gotten, your own results, okay?

So making it seem like a no-brainer, risk-free, other people have done it, famous people have done it, and so on.

Okay.

Then you want to decrease the time delay.

You want to make it seem as simple and as fast as possible, that you're giving them a shortcut.

You want to make it seem as easy and as effortless and as simplified and easy to understand as possible.

Okay.

So you want to increase the top, you want to decrease the bottom.

Okay.

So you want to speak in outcomes.

You want to increase the likelihood of achievement.

You want to decrease the delay in results and the effort it's going to take to get there.

Okay.

So we're going to talk about teachable now.

This is a teachable demo portion, and we still have bofu and retention to go over.

So make sure you guys stay tuned.

So let's talk about what you can do with teachable.

So first of all, you can create online online courses.

So you can build and launch online courses.

My on-demand course is on Teachable.

You don't need any coding and you can use AI tools to jumpstart your content creation, which is awesome.

Okay.

You also can have digital downloads.

So you can upload assets.

You can create gated asset pages like we mentioned.

You can upload different types of assets to your curriculum to support everything like worksheets and things like that.

You can also include digital downloads for upselling purposes and bundles, and you can sell your digital downloads.

So if you've got some sort of e-book, you can sell it on Teachable, which is awesome.

Okay.

You can also have your coaching service on Teachable.

So they've got calendar management.

You can manage sessions, client progress with milestones.

You've got an onboarding process that you can have in your coaching program in Teachable.

Teachable is basically has a coaching platform that you can leverage.

So if you want a coaching program, you can do that with Teachable.

And then you can also have memberships.

So if you have something that's more of like a wide serving community that you want to start, a subscription model, you can use your subscription member service in Teachable.

You can create forums, communities.

You can have flexible pricing tiers, free trial options, and so on.

So you can also do your subscription memberships and community forums within Teachable.

The other thing to note is that they've got different AI tools.

So they've got an AI curriculum generator.

So let's say you do a coaching program.

You could upload all your materials to Teachable.

You can answer some questions.

They give you some question prompts for the AI tools, and it will create the curriculum for you.

You can also create quizzes using their AI tool.

So they've got all these different AI tools that you can leverage to create your course really, really fast.

Of course, you're going to want to put your human touch on it, right?

But they make it really easy for you.

So Teachable is one of the most advanced, probably the most advanced course platform out there.

I've tried them all, and my courses are on Teachable for a reason.

Okay, so everybody signed up for the demo already and we are going to go into a two-minute demo of Teachable.

I will unmute here.

Hello everyone.

In this video, I'm going to give you a quick overview of the Teachable backend and show you just how easy it is to get started and creative course.

If you've already signed up for the one-month free trial on the Builder Plan, your first step will be to create an account.

You'll answer a few questions, a form, and just like that, you just created your first school.

Your school is set up and ready to use.

Once you're in, this is the backend and here is what it looks like.

On the left-hand side, you'll find all the navigation options.

For today's demo, I'm going to focus on the bottom half, especially the cost creation part.

Let's dive into the courses.

I'll be using this podcasting 101 example to highlight one of Teachable's coolest features.

It's AI integration.

To start, I've added a course title and short description.

Now click continue.

For now, we can skip things like thumbnail and pricing.

We can come back to that later.

Now here is where the magic happens.

With Teachables AI tool, we can generate a full course outline and curriculum based on the description you provided.

I've already entered the description and now the AI is building out the course for me.

You can also choose to start from scratch or upload your own material, whatever works for you, but for this example, we'll use the AI.

Let's click finish and watch the magic happen.

Teachables AI is now creating the course section by section, adding topics like identifying your podcast audience, defining your unique value position, choosing the right podcast equipment and software.

So everything you'd expect in a beginner level podcast course, all generated automatically.

Once the content is ready, it will notify you.

Just a reminder, this is a super helpful feature to start working on the content.

You want to go and personalize it based on your own expertise, based on your own insights, and add value to it.

That's how you'll deliver the most value to your students.

Another time-saving AI feature is the quiz generator.

Based on the course content you've added, Teachable's AI can automatically create quiz questions, making it easy to add interactive elements to your course without starting from scratch.

So if you're ready to start building your own online course with powerful tools like this, sign up for Teachable's Builder Plan today and get 30 days for free, completely free.

You just enter your info and you'll get the offer.

Awesome.

Thank you so much, Amon, for that.

Yeah, feel free, guys, to post this on LinkedIn.

And by the way, a lot of you guys are like just talking to the host and panelists.

I don't know why that's happening on this webinar.

Maybe by default, for some reason, that's the setting, but go ahead and chat with everyone.

I'd love for everybody to see everyone's feedback because most of the feedback is coming just to the panelists.

All right.

So if you guys didn't yet sign up to Teachable, shout out to Teachable for sponsoring this awesome session.

And this is the third webinar that they've sponsored.

So really appreciate their support and enabling me to teach all of you guys everything that I know for free, which is amazing.

So guys, do you feel more confident to launch a course or coaching program or membership?

Do you guys feel more confident to do that now?

Yes, letter and effect.

You know it.

Are you going to give Teachable a try?

Is this something that you're actually going to take action on?

Are you going to use, you sign up?

Are you going to actually start playing with it?

I have to tell you guys, all of my companies started really small, like really, really small action.

I started my network by creating a PowerPoint deck that just like outlined my network.

And then I would like pitch that around to podcasters.

And then now I have like a six million dollar business from like a PowerPoint I started, right?

So it's it's like literally like, what is the first step that you're gonna take to just try?

Okay,

don't get overwhelmed.

Like, think about like, what is the first thing?

Maybe it's a digital download.

Maybe it's like you want to start the coaching program.

Okay.

Start small.

Okay.

Okay.

Let's talk about the bottom of the funnel.

Now, I love sales psychology.

Something you want to always know is that people want what they can't have.

People want what other people do, right?

They want risk-free decision-making.

They want other people to think for them and make the hard decisions for them.

People want exclusivity.

They want things that people have, just a select few have access to.

They don't want to feel like it's available to everyone.

They want exclusivity.

So you always want to keep that in mind with your messaging material.

And so let's talk about some of the language that gets people to buy.

This is, like I talked about, the bottom-up funnel is all about like, you know, you warm them up, you show them the value, they know you're the expert.

Now you're like, how do I decrease the time in which they make this decision and talk themselves out of this decision that's good for them?

Because they don't believe in themselves, right?

How can we make this a no-brainer for them and get them to actually click that buy button and give you their money, right?

So scarcity.

There's a limited supply.

I've got a limited number of seats.

There's a limited number of clients.

So for example, if you've got a coaching services, I only can take two new clients a month.

Okay.

I only can take two new clients a month.

I'm sorry, but that's the max.

I'm going to give you this agreement.

The deadline to sign is X,

right?

If you don't sign by now, if you don't sign in two days, I'm going to give it to somebody else.

I'm going to open up the spot because I only have a limited number of seats, limited number of spots.

Maybe it's, I'm only doing, like, for example, I've got a podcast course that I'm going to launch.

I'm only going to launch it once a year.

I'm going to tell everybody, guys, I'm launching this podcast course, which is true.

I'm really launching a podcast course.

And I'm only going to launch it once a year.

And then you have to wait till next year if you want to do it.

I'm not going to, it's not going to be on demand.

It's going to be live and it's a cohort.

And I'm only launching it once a year.

Okay.

So you want to be scarce.

The other thing that you want to do is a function of people, right?

So how can you have social proof?

Who has used your stuff?

What are the testimonials that you have?

What quotes can you get?

What competitors are you working with?

So how can you just make it a no-brainer?

Somebody else made the decision for them, tried it, took the risk, it did well.

Now they don't have to worry about the risk, okay?

Function of time, there's a limited-only discount, seasonal discount, deadline to sign,

kind of similar to the quantity.

It's like just urgency scarcity, right?

So, this is the language that gets people to buy.

Now, let's talk about status.

How many of you guys want me to go through everything versus how many of you guys want me to skip around?

How many of you guys will stay

15 minutes later or 15 or 20 minutes later to go through everything versus how many of you guys want me to skip around?

If anybody needs to go, there's going to be a reply.

So if you have to go, there's going to be a reply.

But try to stay.

Try to stay so that you could just learn everything.

Okay, we got mostly people don't want to skip.

And by the way, you guys are still only messaging panelists.

Please change to everyone so that everybody can see what you're saying.

Okay.

All right.

So let me unmute here.

Here, here, here.

Okay.

So related to new opportunities, why is status and leveraging status really important to do a good job with that?

Yeah.

It's fascinating.

In fact, most, I bet most listeners will argue with me on this or they won't believe it's true for themselves.

But I promise you it is.

Everything we do or we don't do in life is because it's also a status.

If you do something, it's either going to increase your status or it's gonna decrease your status so we do things because we hope it's going to increase our status or we don't do things because we're feared that it's going to decrease our status so for example somebody sees a nice car like i want to buy i want to buy a ferrari and the reason why i want to buy a ferris because if i buy this thing it will increase my status my people around me will think that i'm that i'm better so like that's what drives us to want to buy something right if i'm going to buy a course from somebody there's two there's two weird things right if i buy something from you i'm taking money out of my bank account and giving it to you so by deep so what happens to me is my my status is decreased because i'm losing money but i have a hope that by giving you this money it's going to increase my status by the the result you're giving me right and so they're always going like if i give you this it's going to decrease my status temporarily but by doing so i will learn i'll figure out this thing which will increase my status therefore i'm willing to take that risk so whenever i share this people i always laugh because like well i'm not that way like i don't do things based on my status and actually had this conversation with my wife and i was writing expert secrets i had a whole chapter on status and i asked her i was revealing this to her and she was like she's like russell you don't understand i don't i don't look at it that same way i'm like what do you mean she's like i would never buy a ferrari i would never do it i'm like why not and she's like if i had a a Ferrari stick, my friends would make fun of me.

They'd be like, oh, the mom's showing up at the pickup line, picking the kids in the Ferrari.

And I was like, okay, like, I kind of stopped and I said, so by you buying a Ferrari for you, it would have actually been a decrease in status because your friends and people at the pickup line would have made fun of you, right?

She's like, oh.

I was like, yes, all the choices we're making is based on this weird thing of like, if I do this, it's going to increase my status or decrease my status.

And so when I'm selling something or making an offer to somebody, I'm always thinking about that.

Like by them giving me money, it's going to decrease their status, but I have to help them see the vision of like, over time, this will actually increase their status if they they buy this thing.

And status could be they're going to make more money, they're going to lose more weight, whatever that thing is they're trying to get, right?

And if they believe that the increases in status will offset the decrease by paying you, then they're more likely to buy the thing.

So, status is an interesting one that's hard for a lot of people to believe dictates your choices, but 100% it is from everything.

I think about like the people we date, the people we marry, the clothes we wear, all these things have to do with how we perceive it's going to increase or decrease our status.

It's kind of fast.

It is so fascinating.

Russell Brunson is the GOAT, by the way.

He's my client also.

He's amazing and gives the best advice.

And so, like he said, people make decisions based on a desire to increase their status or avoid losing it.

So throughout your funnel, you're always going to want to think about how can I make people realize that even though they're going to give me this money and it's going to decrease their status temporarily, that by taking this course, it will ultimately increase their status.

So short-term loss, long-term gain through what you're selling.

So if your audience can see this as a way to elevate their status, whether that's socially, professionally, personally, physically, it's going to help them.

So there's seven status drivers primarily.

There's wealth and success.

How can you show that you're going to help them increase their financial ability to make money?

Intellectual authority.

So how can you make them look smarter?

Physical appearance.

How can you make them look?

better looking, right?

People want to look better looking.

Exclusivity and access.

How can you make them feel more like a VIP?

Influence and recognition, how can you grow their audience, their visibility, belonging and belief?

How can you make them feel like they're more a part of a tribe or a community?

And then progress and achievement, how can you show them that your course or program will give them tangible results?

Like you've got milestones, badges, make them feel like they're winning on this journey.

So there's many different status drivers that you can use in your communications and in your programs itself.

Okay.

So what is a status that you're going to improve

via your course or product?

How does your course or product improve your customer's status?

Type it in the chat.

Like, just give some ideas.

If you guys have questions, drop them in the chat.

And as long as my studio allows me to stay, I'll answer whatever questions at the end.

All right.

So, we've got education, talking,

um,

professional status, creates desire.

Here, I'll go back to this slide.

So like out of these things, like what is the status that like your program is going to hit?

If it doesn't hit one of these, there might be a problem, you know?

So like, for example, my LinkedIn course is typically wealth and status and influence and recognition

and even exclusivity and access because there's a mastermind involved and so on.

Okay, wealth and status, belonging and belief, physical appearance.

Okay.

And even physical appearance can also be like internal health, right?

Like, so like longevity, I would add to this, you know, physical appearance or longevity.

All right.

So let's talk about optimizing your funnels.

So first of all, you want to isolate your funnels.

If you've been in business already, if you already are selling something, chances are you have a lot of different funnels and you might not even know all your different funnels and you might not be like strategic about your different funnels where you're just

kind of driving a bunch of stuff to a bunch of stuff and it's like not a cohesive funnel that you're tracking.

And that's, that's not good, right?

So, first thing you want to do is isolate your funnels.

So,

here are some funnel examples if you're already existing in business.

So, you might have a many chat campaign where it's a social media post that goes to a many chat direct message automation.

You're capturing email, you put them in a welcome journey, you sell them on email, and they check out through the email.

Or it's a webinar campaign, you've got a social media or a podcast, you're driving to webinar registrations, you're getting email journey and reminders, people attend the event, you sell on the webinar itself.

Or maybe after the webinar is done, you sell them afterwards.

So they came from the social media podcast, they registered, they emailed, you sent them an email journey, they attended, they did not convert on the webinar, and then you retargeted them after the webinar and they converted on email, right?

So there's all these different funnels that you need to track.

And if you're not tracking them, you're not going to be able to track the performance.

Eventually, and this is for a whole other course that I teach a lot actually about bottoms-up sales forecasting.

It's just not in this presentation.

Where basically, once you outline all these funnels, you can do bottoms-up forecasting, which basically means you can have an end result that you want, and then you can just increase the actions in your sales funnel to get that end result.

So, for example,

let's say I had, I want 30 signups at $2,000 for my mastermind.

And I do social media DMs in order to do that.

And to get 30 signups, I have 3,000 DMs that I need to send.

Now, if I want 60 signups and I know that if I send 3,000 DMs and then X amount of people click and X amount of people sign up to my webinar and X amount of people convert from that webinar on average, because I've done this sales cycle 10 times and I have all the averages, then I can say, okay, if I double my DMs, I will get 60 signups.

And then I just double the first thing that I do, the top of funnel activity, to then get the end result that I want.

So that's bottoms-up sales forecasting.

And you want to reverse engineer it.

You can't do that if you don't know all of your steps in the funnel.

Okay.

If you guys want information about bottoms-up sales forecasting, just look up any of my Pipe Drive-sponsored webinars.

Okay.

All right, let's talk about how your sales funnels are broken with Sean Cannell.

And then it's kind of like online marketing best practices.

I think the naming of whatever you're giving away free, the desire of what you're giving away free,

alignment on the entire thing and congruency.

Congruency is that when they land on the page, they're on the right page.

People have horrible landing pages, navigation above.

It doesn't even seem like it's them.

There's not authority there.

It doesn't load.

It's like malware notification.

There's all kinds.

I mean, it's kind of stressful.

Someone's like, man, there's so many things.

You just want to remove friction.

Sometimes the biggest mistake is like, you're making a video that have people thinking one way and giving a call to action that's not related.

Think about what video would attract the ideal person for your opt-in.

What opt-in would attract the ideal person for your offer?

And

those things are broken all the time in people's businesses.

Like someone opts in, but they're not the right psychology, psychographics, demographics, because it was a cool, free thing, but did it really align?

And then the YouTube videos, if you were talking about how to hire team members in a video, and then you were like, and by the way, if you want to download my 21 tax savings guide.

Like not horrible because maybe some people are like, that does sound interesting.

The reason they're there, the better guide would be a freebie that's like,

you know, and if you want to get my scripts, my job interview scripts for how to really filter out the wrong candidates and lock in the right candidates, just go to think filter, thinkhiringscripts.com or click the link in the description.

So that would be my biggest thing is like, I think the strategy of the content that attracts the right people, then the opt-in that ties together concruency and the whole thing.

And then again, a good sales process and funnels, you know, you probably have endless episodes in your own library of some good stuff on making great funnels.

But what's powerful about that is it is a psychology everybody listening to this needs to know.

Thinking about their whole, you could call it sales journey, the whole customer journey, thinking about the entire thing start to finish.

And that is a never-ending process of tweaking.

All of us could improve it.

Ours is probably a six out of 10.

And we've done very well.

Like there's so many

things that small tweaks lead to giant peaks.

And so just being willing to be like, like, can I change my opt-in in the future?

Can I change my offer page?

As I own just my offer page, the checkout page and the thank you page and then follow up.

And what do I want to do next?

And is that all aligned?

And usually when things are not working, it's just because a piece is broken and there's some kind of like cognitive dissonance that happens or something.

Sometimes from YouTube to your landing page,

it's not quite what it looked like.

And, you know, all these little details like that.

One of my favorite things to do right now is to take every sales funnel that we okay.

So, because I'm going into bottomless forecasting, and I already explained that to you guys.

So, basically, what Sean Cannell is saying is that you need congruency.

So, you need to evaluate all your videos, your different funnels, and you need to see like where is it broken?

Where am I losing people?

And part of that is knowing your sales funnel and actually tracking and understanding, like, how many clicks do I usually get?

How many people actually register?

How many people actually convert, right?

You need to start tracking those things and seeing if there's there's like incongruency.

You have, he talked about having a video where you're talking about a certain topic and then your lead magnet has nothing to do with that topic.

It could be the same thing.

Like, maybe you're not like

you're attracting a certain type of audience that's not interested in what you're trying to solve.

So you need to make sure you're able to kind of evaluate your sales funnel, okay?

So, in summary,

small tweaks have big impact.

Something else that

we went over earlier is that every single page or video or post that is selling has to have a hook story offer.

Okay.

So if the hook story offer is missing, that is what's broken in general.

Next alignment is key.

So the opt-in, the content, the offer all have to attract the same audience.

You also want to eliminate friction.

So that means like not having multiple CTAs, right?

Not being distracting, making it seamless, making sure there's nothing broken in your sales funnel.

So you always want to check your sales funnels.

Sometimes, like our like pop-up on our website is broken, and then I don't hear about it until like a fan's like, hey, your pop-up doesn't work.

And I'm like, oh, great.

How many things did we miss?

Because nobody caught that, right?

So like you want to make sure that things are working and not broken.

You also want to optimize with data, this bottoms up forecasting that we were just talking about and reverse engineer success.

When you have the data and the averages of what your typical sales funnel funnel is like, you can then decide on a bigger goal and reverse engineer success by taking more action throughout your sales funnel.

Okay.

Having more top of funnel interactions and eyeballs.

All right.

What was your biggest takeaway for bottoms up

section and

improving your funnels, optimizing your funnels?

What was like one of your big takeaways from this section?

Let us know in the chat.

We still got, you know, hundreds of you guys in here.

So let us know in the chat.

eliminate friction alignment

all right so let's talk about talk about upselling and retention successful brands don't rely on one expensive product they upsell and nurture customers over time so something that you want to think about is not only your marketing funnel you want to think about like your marketing and sales funnels you want to think about like your product

funnel, right?

Your like where do people enter?

What is the next stage?

What is the next stage?

What is the the next stage?

You don't want to just have like one $200 offer and nothing else, right?

You always want an ability to sell them something more and more and more, right?

So you want different levels of your offers.

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Yeah, fam, I have to say, one of the coolest parts of my career is that it takes me all over the world.

I've had the chance to travel for interviews, speaking gigs, podcasting conferences, and I've stayed in some seriously stunning Airbnbs.

And These Airbnbs always make me feel at home.

They're so thoughtfully designed, and I just love the experience of Airbnb.

And that actually inspired me to start hosting myself.

And if you've ever thought about becoming a host, but you felt like it was too much to take on, like you can't take on another side hustle.

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I want to do it.

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So this is one of my favorite videos.

Rudy Maywar is like a genius when it comes to this kind of stuff.

So I can't wait for you guys to hear this one.

Oh my God, these strategies are so good.

And one thing that you just kind of opened my eyes to is that my masterclass is expensive, right?

It's almost $2,000.

So my organic leads were willing to spend the $2,000 after a webinar, but maybe for cold traffic, it needs to be like a $200 course, a $197 course.

Most of our stuff, we actually start at under $100.

Okay.

And the psych, there's a big important psychology lesson here.

Under $100, psychologically, most people don't need multiple decision-making processes.

They don't need to review it multiple times.

As soon as you go over $100, and especially over $500 or $1,000, there needs to be multiple touch points and multiple conscious decision-making processes involved.

Great way to explain this is, you know, when you're lining up at a CVS Walgreens grocery store to pay, have you ever saw on the side of the aisle where you're in the line where they say you can buy a TV here for $1,000?

And then the other side, it's like, you can buy a jet ski for $12,000, and then you can buy, you know, a new couch for $2,000.

No, you never see that.

Why?

Because it's too expensive to be spontaneous, right?

But that's what a lot of people are doing in their ads when they sell to Cold Traffic.

They're saying, hey, buy this $12,000 jet ski.

It's like, I came here to, I'm bored at work looking at my, you know, friend's photos.

I'm not ready to buy a jet ski.

So you have to, I try and start them low, get them in the ecosystem.

And another easy analogy is you're going to date before marriage, right when they're a warm following you can say hey you want to come on a week's vacation with me if you went up to a stranger in the street or on a dating app and the first message was hey you want to come on a week's vacation and be like who the hell's this right so you got to date a little and then you can elevate that process as a relationship build same psychology with dating same psychology with the user journey I want to stick on this for a bit because I think it's really important.

The importance of understanding that you need multiple products and you need to upsell along the way.

So give us an example of how you've done this in your business.

Yeah, great.

It's cool.

I call this the ascension model.

I think, nerdly, most businesses need this.

And most businesses that are successful, they have what's called a high lifetime value.

So they have multiple products to elevate people through, right?

And obviously the exception again is maybe billion dollar brands.

Louis Vuitton doesn't sell something cheap.

But most people that buy a Louis Vuitton bag don't walk around the shopping mall, have zero clue what that brand is, and just go, oh, I'm going to buy a $1,500 handbag.

They've wanted a Louis Vuitton for three years because their favorite celebrities, influencer, and older sister all had Louis Vuitton bags.

So again, you got to realize the psychology is different.

For most of us that aren't Louis Vuitton or anything like that, we need these multiple touch points.

We need free content.

We need opt-in-based content where people just give their email address or phone number.

You want some generally some sort of lower ticket content, which is the first date you're getting them in the restaurant.

And then you need some content where they can start dating you, maybe move into the house, which is what we call middle-tier content.

And then you want your high-ticket content, which is when they're going to get married to you and have kids, right?

So if you imagine it just like that, the easy way to understand it, right?

The first date is the first message on a dating app or whatever.

I saw 60% of people that meet these days are through dating apps now, kind of crazy, but you know, so that first date is that first touch point.

And then you just take people through this sort of journey.

Well, I've been marrying everybody, apparently.

I mean, the nice thing is you've got a big brand where so many people want to get married to you.

But now you said, I want even more people to get married to.

And now you've got to kind of start over again over here.

And you just got to warm them up a little bit first.

So good.

So good.

I love that advice.

So talk to me, guys.

How are you going to start dating your customers?

What are you going to do to move them up your product ladder how are you going to get them to start with you and then start to date them so that you can upsell them okay

talk to me in the chat

freebies lower tier content yeah i loved his advice of starting with an offer that's under a hundred dollars right starting with an offer that's under a hundred dollars that's gonna be like you could just sell that directly off your social post you could just sell that from dms right

that's something that we didn't get to talk about some up top funnel activity, like some of your funnels might not need all the steps.

So if it's under $100,

that just might live in your top of funnel and might not be considered like your full offer, right?

It might be your like introductory offer that's really cheap, $27,

but then it brings them into the funnel.

So like your lead magnet, if it's really good, could be really inexpensive and be like your first actual product, right?

So that's like something to think about.

Okay.

What would your low ticket offer be?

Drop it in the chat, right?

Just brainstorm.

What could your low ticket offer be?

What could you sell for under $100?

PDF, free readings, yep.

Okay.

And can you guys think of a high ticket offer?

What would your high ticket offer be?

20K event, coaching, group program.

So a lot of the times your coaching might, your high ticket offer might be like a mastermind.

It might be a mastermind event.

It might be one-on-one coaching instead of group coaching, right?

So it could go from like

a simple like e-book that you sell to maybe like a course or coaching offering to then a live mastermind or

monthly mastermind that's a lot more higher ticket, right?

So you want to think about what is the, like, you never want to launch something and not have something more expensive to sell to your existing customer.

So at least you need two offerings, one to get them in the the door that's lower ticket, and one offer that's going to upsell them.

As a customer support specialist, how do I upsell?

I think you're going to have to think about what problems your customers have.

Like, this is way too broad.

So, like, you need to think about who's the person that you can help.

Are you going to help other customer support specialists be better customer support specialists?

Or are you helping a certain type of client in your industry, right?

So, you need to think about who your customer is.

Okay, so let's talk about advanced monetization features with Teachable.

So Teachable lets you do awesome things like subscriptions.

They let you bundle offerings.

So you could bundle your course and your coaching or your free ass, sorry, or your digital download and your course, right?

So you can bundle things.

You can also upsell people.

So once they're finished downloading your digital asset, you can then ask them if they want to buy the course, if they want to sign up to your program, right?

So you can take them on this journey, right?

You can do order bumps, you can do coupons, promo codes, literally everything you could think of that you need for a digital online business is available on Teachable.

So right here, we have a demo on upsells and bundles for Teachable.

And then we're going to go into our last section of classes, just a two-minute demo or one-minute demo.

And then we're going to go into our last minute, last section of class, which is all about retention and loving your customers.

Back again to show you one more interesting feature before we finish.

Like Halo was talking about, when it comes to upselling your audience, Teachable has a built-in tool that make it really simple to do just that.

Now, if we go back to the curriculum, one last thing I want to feature here is the upsell feature.

Teachable automatically generates a next step section and I want to build on that and upsell.

In this case, I want to upsell the podcasting 201 course.

So if someone finishes my 101 course and wants to go deeper, here is an immediate opportunity to do so.

You can add a headline like develop your podcasting skills even further plus a description and a CTA button.

This will automatically add the upsell to your course and of course I recommend going back and customizing it further with a thumbnail and the refined description and your brand's voice.

It just goes to show how seamless it is and integrated teachable is when it comes to promoting your offers and the upselling on them.

Let's take a look at bundles next.

If you click on Bundles, you'll see how easy it is to package multiple products like courses or coaching in a single offer.

This is perfect for those students who are ready to go deeper and want to access all of your content in one go.

For example, I've created the podcast master bundle.

That includes both podcasting 101 and podcasting 201.

Instead of buying them separately, students can get the full experience at once.

It's a smart way to increase your revenue while giving your audience even more value.

So whether you are upselling inside the course or through a bundle like this, Teachable helps you guide your students through their learning journey in a seamless and thoughtful way.

And don't forget, if you haven't already, now is the perfect time to try Teachable for free.

Sign up for the Builder Plan and get 30 days for free.

You can cancel anytime.

Just go to teachable.com slash welcome slash hala or click the link in the chat all right so uh you guys if you want your free creator playbook you can scan the qr code right now if you want that we still have one more section of class but if you want the free creator book you can scan that um and then we'll give the other one away later so uh amin drop that in the chat if you guys want the creator book go grab it now

um so Teachable allows you to do a lot of things with retention as well.

We're about to go into the retention section.

So, you can do abandoned cart messages, re-engage prospects.

You can do affiliate programs where your best clients can then start selling for you.

You can integrate with different email service providers.

So, you can do all sorts of things to retain and upsell your clients with Teachable.

All right, let's get into loving your customers and retention, our last section of class.

I hope you guys learned so much today.

I'd love some feedback in terms of like, if you felt like you learned a lot, let me know in the chat.

That'll make me feel great.

So let's talk about loving your customers, retaining your customers.

So number one, you got to be good at what you do.

If you can't honestly tell a client you're the best choice for them and back it up, you should not be in business.

This is what Jay Abraham says.

Okay.

Now, Jay Abraham taught me about something called the strategy of of preeminence.

And this is something that after he told me about it, I could not stop thinking about it.

And it's dictated the way that I treat my clients and how I think about my clients and my role with them.

So let me play this for you guys.

What does a preeminent business look like?

Well, it's interesting.

The preeminent business is

seen in whatever category, high price, low price, product, commodity, service, as the only viable choice.

It's the most trusted advisor, the go-to source that you would turn to for life for yourself and anyone else you would refer to them.

And I spent a week interviewing everybody that was critical in the business.

And I took thousands, literally thousands of pages of notes and I distilled it into what I called the strategy preeminence.

And it starts with this belief that you want to be the most trusted advisor, the only possible source they can turn to, and that the only way you can do that is by caring more, doing more, being more in the eyes of the audience.

And you can't do that if you're not willing to, first of all, examine, understand, appreciate, acknowledge, recognize how your audience is, and not just superficially, but as a human being.

The next is you have to have a positioning that is distinctive.

You have to have a point of view that animates their spirit and gets them thinking differently, whether it's more depth or whether it's a different take.

Never allow anybody to buy more than they should or less than they should, not because you're going to lose money, but because you're always guiding and advising them.

as their most trusted advisor and what's going to give them the best outcome for what they're doing.

If you had a bottled water shop and a water bar and I came in and wanted to buy one half glass and you sold it to me without first making sure that I knew that I needed seven and a half more of those each and every day and you let me do it without making sure I was aware you wouldn't be preeminent.

You would be opportunistic.

It doesn't mean I have to do it.

If you sold me eight eight glasses, but I only came every two days and you didn't do the same to make sure in between I was aware that you you can't save those eight glasses you would be stealing from me.

The next thing is you have to put into words feelings, thoughts, aspirations, intentions that the prospective buyer has never felt or experienced before.

The next is you have a moral responsibility.

a privilege and an opportunity if you really are operating at a higher level and you're bringing a higher level of value carrying protection, enhancement, whatever your product or service delivers, to not let the person not buy from you if they should, and not buy from your competitor, not because the competitor is a

so-and-so, but because the client will be to serve.

I use the word client very, very purposely.

Most people call someone they do business with a customer.

If you look up the Webster definition, a customer, it's someone who buys a commodity or a service.

If you call me a customer, what you're saying between the lines is I'm no better than everyone else.

That's not what you want.

A client is someone under the care, the protection, the well-being of another.

When you fall in love with your client and you live to see your product or service animated, at work in their lives, and you take great pride in knowing you're creating that.

If you're selling something that's expensive or not, but you know that when it's at work in their life, it's protecting, enhancing, enriching, and entertaining.

Jay gave some really great advice about how to become the preeminent business in your industry.

And essentially, what that just means is that you're the go-to person.

You're the no-brainer.

There's nobody better than you.

And there's a few things that you need to do to become that person.

So number one is you're going to call people clients.

Even your students are clients.

If you're a doctor, your patients are your clients, right?

You don't want to give people a term that's like derogatory.

Customer is transactional.

You don't want people to feel like they're a transaction.

They want, you want to make sure that people believe that you care about them and you do care about them, okay?

Next is empathy.

So you want to understand people's problems, right?

You want to speak to their dreams, their fears, their frustrations.

You want to be relatable.

You want to speak directly to what matters to them.

This is a lot of the stuff that I was teaching today, right?

So you want to make sure you have your hero story.

You want to make sure you understand their dream outcome, all the objections that they might have, the fears, the limiting beliefs.

You want to help build them up.

You want to do what's best for them, even if it's not you.

Trust is more important than the immediate sale, okay?

Especially the more high ticket you are.

It might take years to convert somebody.

You want them to trust you and know that when they're ready to buy, they're going to you and nobody else.

Okay.

You want to lead with value.

You want to help people before they buy from you, when they're buying from you, after they bought from you, you still want to help them.

Okay, you want to lead with value no matter if they buy from you or not.

You want to give away your best information for free.

You want to serve other people.

You also want to elevate your language.

You want to be sincere, be visionary, make sure that your mission, your wider mission resonates.

They know that you're not out there just for the money.

You've got some bigger mission aside from just making money, right?

And you're clear about that mission.

That is how you become the preeminent business in your industry.

Okay.

Now, let's talk about

uh love breeding loyalty and nps surveys and the importance of that

i do think surveys wait take people's time but the question that was the best predictor of loyalty behaviors turned out to be likelihood to recommend how likely would you recommend this to a friend so zero through 10 we ask that question that score lets you know if you've created a promoter or enriched a life or a detractor and diminished a life.

Then we have an open text verbatim follow-up to tell us why and and in the customer's own words they can explain why you enriched the life or how you diminish their life and and people have to take the time to read that the people who read it should feel the emotion of an enriched life or a diminished life and good people care about that my daughter jenny said dad our promoters they tell us why they love us in that verbatim text But if we ask them, is there anything else we could have done to make your experience better?

They tell you good ideas that can innovate and make you even stronger.

And remember, your promoters, they're your biggest fans.

They want you to succeed.

You're a part of their personal brand because when you refer someone, you're sharing your personal identity, your reputation with the brand.

It's a big deal.

And those people care about you and they want you to succeed.

So give them an option to give you their best ideas, but don't go past three.

There's just no way that customers should be answering five or 10 questions.

So what are the ways that companies can love their customers and drive more promoters, more customer loyalty?

Yeah, love was a radical word to use.

And especially for a bainie like me, your happiness

is the result of making your partners happy.

So, if you love someone,

most of your happiness comes out of you creating happiness in them.

And that kind of love, which is the golden rule, love thy neighbor as thyself, that's what makes the world a better place.

That love is at the core.

Love breeds loyalty.

When customers feel loved, they come back for more and bring their friends.

And that's what starts this economic flywheel.

Love is hard to measure,

but loyalty is pretty easy to measure if you're serious about it.

Because in this digital age, you can watch how many of customers are repeating, how many are referring their friends.

I mean, one of my recent investments is in a company that has a technology platform to help give and receive referrals.

And I think that's what the world needs to do is referrals are everything.

Instead of doing it on a survey, how likely you recommend, let's keep track of real referrals because that's where the economic value is and that's where the reputation is.

And I think rather than kidding around with surveys, let's keep track of referrals.

Yeah.

And to your point, love is so important.

When you love someone, you're going to recommend the company that gave you that great service, that gave you that great experience.

So it's not necessarily that they love your company.

They love their friends and family so much that they're going to recommend your company.

Okay.

So let's break down some of these key concepts in terms of retaining our clients.

So first of all, there's a flywheel effect.

Love breeds loyalty.

Okay.

So first of all, you love your customers.

What does that mean?

You give them amazing advice.

You transform their lives.

You care about your product.

Your course is amazing.

Your product is amazing.

Your coaching is amazing.

You improve their life.

You show real care.

You can actually do what you say you're doing.

Okay.

That's going to build you super fans.

Your happy customers are going to become loyal.

They're going to support you.

They're going to share feedback.

They're going to cheer you on.

They're going to tell you how to make your service better and better.

And then they were going to refer you to more people because, again, it's not about that they love you so much.

They want to boost their own status by giving somebody else the secret sauce, which is you.

Okay, so it's not about them loving you so much.

They love their friends and family so much that they want to increase their own status by offering your amazing product and service because they trust you so much.

If they don't trust you're going to do a good job, they would never say your name to other people.

So if you're not getting referrals, that really means that your clients don't think that you're the best and they don't trust you enough to share with their loved ones.

Okay, so if you're not getting referrals and people signing up, like bringing their friends to your business, that's a telltale sign that people aren't exactly happy with your service.

And you're going to want to do a customer satisfaction survey to understand why are they not recommending you to other people.

Now, once they recommend you to other people, you love those people.

They're going to become your super fan, give you feedback, make your product better.

They're going to refer you to more people and that flywheel effect keeps happening.

Okay.

So you actually want to track your referrals.

At my agency business, I do zero.

advertising, zero promotion.

I never really even talk about my LinkedIn agency and podcast agency, and it is 100% a referral business.

I only just get referrals and I have a wait list of clients through my clients.

And it's a small agency.

I don't take a ton of clients, but it just goes to show you don't even have to do advertising if you love your customers enough and if they become your super fans that refer you.

Okay.

So what are some things that you can do to promote more love?

with your clients and your business.

Number one, you're going to want to launch an NPS survey.

So an NPS survey is really standard.

It's just three questions.

How likely are you to recommend us to a friend or colleague, zero to 10?

What is your primary reason for your score?

Is there anything else we could have done to make your experience better?

So that's going to give you feedback.

It's going to understand if they're going to recommend.

The other thing to track is how many referrals you're actually getting.

Okay, how many referrals you're actually getting per quarter or whatever.

And you can see if those referrals go up, that means you're loving your customers more and they're trusting you more to tell them to their loved ones.

Right.

So you want to build love into your retention plan.

This is something that that I'm actively doing with my agency because as you build a business, you start to like

get off the ground, right?

So I used to talk to my clients every day.

I used to talk to my clients on text every day.

Now I have a 60-person team.

So what does that mean?

I've got to, when people launch their social profiles, I'm sending them an email.

Congratulations on your launch.

I'm like, congratulations on your first viral post or let me know if you want to chat and have a performance call.

Like, so I'm trying to like become more personal.

You can do things like birthday milestones, or hey, you've been with us a year.

I just want to say congratulations.

So, like, milestones related to timeline of their journey.

You can do custom emails, custom DMs.

You can send gifts.

So, sometimes we send our clients Christmas gifts.

We send our clients birthday gifts.

We send our clients random gifts.

So, we'll send gifts all the time and try to build love.

I try to be personal with my top clients in terms of like texting them and things like that.

So, how are you going to build love and like maintain that relationship?

Something else I do with a podcast is: I'll invite my clients on my podcast.

I'll invite them out to dinner, right?

So, like, what are you going to do to like really build that love where people are going to feel like you're the number one person because they care about you so much and your product is good?

And another thing to know is that people will choose customer service over product every single time.

You could have a big mistake happen in your business, something goes wrong, or let's say like you're 80% of where you want to be in terms of the quality of your product.

If you have 100%

great customer service, people will always choose customer service over product.

So that's the other thing to keep in mind.

It's like, if you can keep your customer service good, people will retain even when mistakes happen.

Okay.

You also want people to feel like a tribe.

Okay.

So how can you get your clients to know each other?

Okay.

So is there a community?

Is there a name you can call them?

Is there internal newsletters that you can launch?

Is there a Slack channel you can launch where people can talk about, talk and feel like they're part of a tribe?

On a teachable, they've got communities that you can create, forums you can create.

So if you can make people feel like they have a shared identity, they're much less likely to leave because they feel like they're part of this tribe, but they don't want to leave.

Okay, so if you can create an identity and a tribe around your service, that's going to make things really sticky.

You can launch an affiliate program where people can get incentivized to actually bring you clients.

Okay.

I've seen this kind of backfire too.

Like once you put money around it, if you're already getting referrals, don't do an affiliate program, you know, because if you're already naturally getting referrals, sometimes making it monetary will actually turn people off where like it was from the bottom of their heart.

Now they feel like they're being manipulative to their friends, right?

So affiliate offers work more for like lower ticket stuff, courses, but for a higher ticket stuff, you don't really want to do an affiliate program because those types of people won't want to do that they just want to share and increase their status by sharing your offer okay

uh and you want to track your referrals in your projects so process progress sorry guys you want to track your referrals and your progress so those are some tips for a love breeding loyalty uh last thing on teachable is that they create forums and communities so that tribe aspect that i was talking about with your course or coaching you can do that with teachable which is really awesome and so uh that's it for today's webinar uh now we're just going to go over all the free gifts so if you guys want to get your free month of the builder plan that's an 89 value just scan that link the team will drop the link in the chat for you right now thank you amon and if you guys want the modern course creator playbook you guys can scan that here and amon will drop the link as well and then lastly

If you guys want my presentation, you're going to get that directly sent to your email.

So anybody who stayed till till the end, you guys are going to get this full deck.

You've got all my notes, which I didn't look at notes at all for this, just FYI.

But there's notes in the deck and you get all the slides and all the videos.

And so I really want to shout out Teachable for sponsoring our third webinar together.

It's been an absolute honor to represent your brand and be able to teach everybody.

I really love teaching and I feel like it's super important to help create the next generation of entrepreneurs out there.

So So I'm happy you guys joined.

Thank you for Teachable.

Thank you to my team, Jade and Amon, for helping to support.

And yeah, I'll talk to you guys soon.

Thank you so much, guys.

I hope everybody has a great day.

Yap, fam, that's a wrap.

Thank you so much for spending time with me on this Yap live webinar presented by Teachable.

And I know how busy life gets, so I appreciate you showing up for yourself and your business today.

And my goal today was to equip you with a clear, actionable framework inspired by my own journey so you can confidently monetize your expertise.

Now you have the full blueprint for building a powerful sales funnel that turns attention into income.

We walked through how to package your expertise into offers people actually want, how to create simple but effective lead magnets, and how to nurture your audience with real value before ever making a pitch.

You also saw exactly how to set this up inside Teachable from landing pages and email integrations to payment processing and upsells and how easy it is to automate your entire system so you're not constantly chasing sales.

Teachable really does make it simple, especially with their builder plan, which you can try for free for 30 days.

And as a special thank you for listening to this webinar, Teachable is giving you a free month of the builder plan, which is an $89 value.

Just head to youngandprofiting.co slash teachable to claim your offer today.

That's youngandprofiting.co slash teachable.

We'll put that link in the show notes for you guys.

And you can also download today's full presentation so you can refer back to everything that we covered.

That's at yapmedia.com slash sales.

So basically you can download the whole presentation, extended notes, get the full thing, review it whenever you want.

It is your resource that I've created for you and guys i spent hours and hours and hours on this presentation if you want to download it go to yachtmedia.com slash sales that link will also be in the show notes and remember your funnel does not need to be perfect you just need to start you can always iterate on your funnel start with a mini offer start with a freebie start with one lesson you could teach today because clarity comes from action not from overthinking before we go i do want to remind you that if you want to watch the webinar you want the full effect maybe you've been listening on audio check out the webinar watch it again on spotify video video.

If you watch it again, I promise you're going to catch more things, you're going to learn more, retain more, watch it on Spotify video or YouTube.

All of our content is, of course, always uploaded to YouTube, and we upload Spotify video on a weekly basis in our Yap live series.

One last thing, this journey of becoming a creator entrepreneur is not reserved for just influencers or people with huge followings.

I want you to know that in this world, you don't need to be an influencer to go viral, to have a following, to make money, to be a creator entrepreneur.

If you're passionate, if you're consistent, if you're willing to solve a real problem for somebody that has demand, you're already qualified to get started.

So I believe in you.

Now it's your turn to believe in yourself.

Take what you learned today and go build.

Thank you so much for listening to Young and Profiting Podcast.

Before we go, I did want to thank my team, Aamon and Jaden, for helping me with this webinar.

Jaden, thank you so much for hopping on early, for warming everybody up, for promoting on social, driving so many attendees.

Aimon, thank you for the whole sponsorship coordination, for creating the demo, for being aligned with Teachable.

And of course, thank you to Teachable for sponsoring this webinar.

This was a $1,000 course that you guys got for free, thanks to Teachable.

So, again, the link for Teachable to get that builder plan and thank them.

No risk, no credit card needed, is in the show notes.

If you guys want the presentation, that's yapmedia.com/slash sales.

And I'll see you guys around in the next Yap episode.

Until then, keep listening, learning, and profiting.

This is your host, Halataha, aka the podcast princess, signing off.