so what we're gonna do is it's a hot
seat session I'm gonna invite one at a
time people up here we're gonna get 10
minutes so you'll be able to ask me your
questions and we're gonna go through
them as quickly as possible and it'll go
to the next person and the next person
we've got an hour 30 so we got 90
minutes we do nine people at 10 minute
sessions each and if we run out of
people we will do more I'm gonna quickly
grab my water we were already talking so
let's jump back in first and get this
going
Oh walking straight in my camera so come
on up here with me and let's uh let's
get this party started here awesome so
you sell educational courses too in your
local country to university kids high
school kids high school kids wanting to
get into university in the mathematics
realm the question is how to you how to
build a funnel and leverage Facebook to
drive customers so we're already talking
so just a quick catch-up so his average
customer value is about $50 per customer
and you're selling through a webinar
yeah so most people use webinars for
$249 to 495 dollar products so one
option is test higher prices have you
done price discovery have you tested
ninety seven hundred and forty seven
before at this price okay that's where I
got the pricing from and also I should
mention the countries Poland so the cost
per acquisition will be like three times
maybe four four times cheaper okay and
there's literally no competition okay
the only thing that people in this space
are doing is like boost okay so we were
talking my first question is who's
actually purchasing right I think it's
mum's credit card and so it's definitely
mum's credit card but you're saying it's
the Kids Choice the the students like
they're proactive students in Poland and
currently have you sold any of these
digitally at this point is this a new
concept that you're trying to prove the
concept or do you have this out you have
customers and you've you've gone through
the process digitally I were I was
always selling like
those $20 like automated courses so
captain for liking for products but they
never sold like the actual workshop line
got it so a webinar funnel obviously is
what you're shooting for so you need to
get the opt-in for the registration then
from there you're gonna close them on
the webinar is an automated webinar you
gonna do it every single time every
single time I think it's very time
specific right so most of them they will
start learning in appeal and exam is
this one two months window gap okay to
sell to them so I think I would rather
maybe free webinars that will be free
and then one series of the workshop and
so what is your specific question with
all that kind of painted out um
so I'm guessing email wouldn't work as
much to like get people to the landing
page from the ads like make them obtain
the ribbon to the webinar because in
this process they don't really use email
that much not that often so I guess is
there any other way I could leverage
Facebook maybe a Facebook Messenger and
if you from your experience that like
your hat so I think the messenger ads
are a good idea so what do you your
teaching on the webinar right yeah so
free webinar reveals the secret to
passing your blank course typing so you
got to get that offer that hits that
person and then I think you need to find
a way to get mom's email address I
really think following up with a parent
is gonna be the best long-term because
the parents actually the person who's
gonna pay like really I think that's who
you're actually needing to sell and you
might need to go through the child to
get the parent there but you're at a
discovery point you need to discover how
much is it gonna cost for you to get
registration and then you need to find
out how many people are showing up from
the registrations to the actual webinar
itself and then you figure out how many
people you're closing from the webinar
based on the registration right so if
you get a cost per lead or registration
of a dollar each fifty half of those
people show up and twenty percent of
those people purchase there's a lot of
cost per leads going on in order for you
to make an individual sale
do you have organic traffic are you
building on anything organically
Gani traffic will come in like six
months so I would keep for this year but
not for next year and SEO takes time
definitely I think a lot of power would
be in creating the ultimate guide to
passing this test is this a specific
test for getting to university for grad
like what is why do they need to pass
this test
so it's the most important test they
have in their educational path this will
determine whether they will be in their
heads whether they will go to tech go to
university and get a nice job yep or if
they the City University or not getting
to any university at all yep and then be
lives so I mean at this point I think
you understand what you need to do and
there's no real full secret like how
much is a webinar registration from
Facebook simple clean landing page free
webinar reveals the secret to blank
enter your email address
sign up for the time that you want to be
on the webinar you need a monitor what
that cost related because you're
discovering everything you don't have
data to go back on you don't know what
your conversion rates are you don't even
know if this is gonna work profitably so
you need to start running traffic you're
doing a Minimum Viable Product at this
point you have the product created and
you have until March to start building
the list potentially do you see yourself
going into other helping them in the
next year how can you help these people
with more because my concern for you is
a $50 lifetime customer value like even
with a much lower cost per you're gonna
build a list your middle list of
customers how do you get that lifetime
value up I think that's the most
important question and that that's
something for you to figure out because
you know Poland you know your
educational system you know where these
kids are going next if they go to
university what other things are they
going to need help with and when you
figure that out these metrics on the
front end only have to break even and
when you get to where these only need to
break even it's gonna give you breathing
room so if I were in your shoes I would
start creating some ultimate guideposts
some really big posts to helping the
students create to helping the students
pass like ultimate study guides for this
and obviously those study guides have
pop-ups that promote your webinar but
it's going to be seasonal so this is
going to turn on and it's gonna turn off
how can you sell to these people
throughout the rest of the year that's
gonna be the biggest thing but really
like
I think running you're gonna run to a
webinar registration page
you're gonna monitor your cost per new
registration you're gonna monitor how
many of those registrations actually
show up and then you're gonna monitor
how many of those who show up actually
purchase when you have all those data
points
it's simple math I put in this many
dollars I made this many dollars or
Euros or whatever it is right like but
until you have that data there's no real
way to know what's gonna happen so you
need to kind of set your own personal
baseline and then once you run this
through the Facebook stuff then you can
kind of multiply it out duplicate the
funnel out for your SEO and then you can
monitor how much what your numbers are
on SEO and then you could see what
ultimately is gonna give you the cost
best cost per customer and then always I
think the biggest thing is how you
increase that lifetime value and that's
not a how can I get more money from
these people it's okay
how can I be of service to this group of
people I've already helped them with a
they had a great experience they passed
their test they love you helped them
with the next thing whatever that is and
when you figure out what that next thing
is and then that next thing is and then
that next thing is
that's how you turn this into a business
that could be year round big time cash
flow and all you need this front-end
webinar to do is break even and once you
have that dialed and you make all your
money on the backend it's that's a
business right this is a product you're
talking about a product this is not a
business that you're looking to build
right yet this is a product which is
great so how do you turn this into a
business line there's no shortcuts
either it's it's a lot of testing and
it's a lot of tracking and just make
sure you're measuring and tracking
everything but once you get those
numbers there's your baseline I think
you start tweaking things and and see if
you can increase your or decrease your
cost for lead increase your conversion
rate right there's a lot of things
Russell Brunson's webinar scripts
perfect webinar script have you heard of
that use that definitely use that have
the three bonuses do the value stack
slide do your education but really hit
what he does on the back end that works
I know several people who use that in
several markets really successfully so
that will work I'd assume you know if
you can get 30 percent often rate 50
percent conversion rate to 50 percent
show up rate you can probably
get 25 to 30 percent conversion rate
anybody really good at quick math off
the top of their head because there's so
you got to multiply out those
percentages once you get that last
percentage that's actually your
conversion rate on your clicks from
Facebook and those are the two numbers
you need to monitor but you have two
moving variables in between Russell
Brunson's
perfect webinar scripts exactly ten
minutes cool and we can chat more if you
catch me around - I think is a starting
point
Cheers all right who else is interested
you gotta be willing to be on camera on
my youtube channel how YouTube high
pop-up ten how many other hold on real
quick how many other people want to come
up and ask questions hands eventually
all right Timothy all right cool okay
good right that's right I know and what
like what's what's bad where am i where
am i already what so I know exactly if
I'm on average I know I have to get
better and if it's bad I need to change
the actual image or something right so
and we've already talked so your funnel
is simple it's add to landing page
landing page for a free offer then
you're gonna follow up with a one-time
offer and then you're gonna have a
one-click upsell okay so you want to see
a three percent click-through rate now
how many of you two sets of benchmarks
number one or your target like long term
I want to hit these eventually so three
percent click-through rate that's not
the all click-through rate in facebook
that's actually the link click-through
rate see that's actual people reaching
your site not just clicking the other
things then you want to see a thirty
five percent conversion rate on your
opt-in page I think long term I think
you should shoot for 40-plus
actually and then a two percent
conversion rate on your one time offer
will be pretty spectacular
and once I'm off that's the seven or
seventeen dollar first product you sell
them then your one-click upsell I think
you should be able to get that in the
35% rage pretty easily so 35% of people
who buy the one-time offer upsell to the
to the one-click upsell that's a really
simple script you just need to let them
know that that there's one more thing
required like so if I was selling a
traffic course I would say you know my
sale would be the traffic course and
it's like this traffic is great but if
you're sending traffic to an untested
funnel it's never gonna work so here's
my funnel course that'll give you seven
tested funnels that will make sure you
blah blah blah so it needs to be that
next most logical itch and the buyer
psychology once the transaction is open
the the buyer psychology is so much more
likely to convert after that but again
it's only thirty five percent of one to
two percent so that's like your your
long-term target short term numbers I
think one and a half percent
click-through rate shows that you're on
a good track if you're below that that's
where you need to focus your attention
25 percent conversion rate on your
opt-in page if you're below that you're
gonna need like your headline sucks then
you'll probably start out with that okay
cool so you don't need that's a variable
you can kind of let go of and then the
one-time offer
you're probably gonna start out at like
0.5% to 1%
if you're below 0.5% that's that's a
problem and I would I would consider
doing a video sales letter that it's
like a Frank Kern style or VSL rater do
you know about that product with white
slides yeah yes exactly what we do - and
you can go through my phone all I think
I gave you access to that and you'll see
we use Frank Burns style so the script
I'm using comes from his massive control
product but that's actually from Brent
John Benson yeah yeah mass Gautreau's
before mass conversion Jon Benson's VSL
Raider it's an expensive course and
Benson if you look I have a video on my
youtube channel called how to write a
vesl or some just-just if you search my
youtube channel on the the search thing
for VSL
I give you access to his free training
here's a software that's 2,000 but but
he has a free training that you can get
access to I don't know the link off the
top my head
great start small like so if you could
tell me like after X amount of days if
you get this result I moved to this or I
reduce to this or I scrap this habit
changing you yeah so you didn't know
what your customer value is right what's
your front end customer value once you
know what that number is that's what
you're willing to spend before turning
off an ad so if your customer front end
value is like fifty dollars and you're
doing a $5 a day ad set you could run
that ad for 10 days before you've spent
$50 at that 10th day you should have a
sale if you don't have a sale day 11 is
cash flow negative day 12 is cash flow
negative so that's when you decide
whether you're gonna turn off your ad or
not is when you've spent as much as you
would make for a customer so and if you
want to increase your budget multiply
the number of ad sets your marketing to
test different interests right for my
business I don't have any data so how
much is your front end product 17 yeah
17 how much is your one-click upsell 97
so let's just use some really rough math
17 plus 97 so the highest someone would
ever pay is a hundred and fourteen and
then the lowest people would pay is 17
if 30% of people pay 114 and 70% of
people pay seventeen you're probably
gonna come in around 40 bucks that's
back of napkin in my head math okay
forty bucks so you'd be willing to spend
$40 on an ad set and expect to see one
sale and you're gonna move those numbers
based on what your average customers
value is cool cheers mate
appreciate it
yep I do $5 per day per ad set
specifically because if you say Facebook
here's $40 they're like cool they're
gonna spend it and they're not gonna
you're not forcing them to target it as
effectively as they possibly can when
you put the parameters and you really
limit how much they spend that's how you
kind of force them for to find you
conversions more time because you're
giving Facebook's machine learning
system more time to find you the right
audience this is specifically with a
website conversion based campaign is
Facebook's gonna go out and I mean 2
billion monthly active users and you're
saying okay give me everyone who likes
Tony Robbins 1.5 million monthly active
users and Facebook knows who converts a
lot online who takes action online who
clicks through the websites but they
they are gonna start your ad budget all
over the place within the Tony Robbins
kind of audience and then when they find
a segment of that audience that converts
those show up more there so it can take
up to three days for you to start to
really get decent traffic on a website
conversion based campaign yep at five
dollars a day five dollars a day on each
right no five dollars a day on each and
then you let them all run for eight days
and then you see which one's brought me
customers which ones didn't the ones
that brought you customers keep them
maybe increase the ones that didn't
bring you customers you turn them off so
you take the budget from the ones that
didn't create customers and you apply
that budget to the ones that did create
customers so you only put more money
into Facebook advertising when it's
proven to deliver results so that's the
goal is like okay here it is let's see
what gives the results and then what
proves
so interests who already has your
customers who has your customers and
just think of it this way if if Tony
Robbins customers knew about me they
would love me but don't use Tony Robbins
says he's too big of an icon so go
deeper but like it could be Napoleon
Hill Think and Grow Rich it could be
Pierre Thiel like who already has your
audience and if they knew me perfectly
add them as an interest in the detailed
targeting section yeah and don't use
English if you're if you want English
just use people in the US because some
people haven't said that they speak
English so you're actually limiting your
audience yep and it could be dudes book
it could be author and it could be a
blog title and you could test them all
against each other separately you could
be yeah yeah everyone would be a
separate ad set can interest yep yep and
then you duplicate a mountain over and
over uh you're forcing Facebook to
deliver you customers at the cheapest
cost possible and then you put more
money in the ones that work and you take
your money out of the ones that don't
work I don't think we've talked I saw
you had your hand up for coming on up
here you want to you want to join
so it's a great question I duplicate my
tracking I set myself up as an affiliate
for my own product for my shopping cart
so all of my links on Facebook are
affiliate links so when I go into my
shopping cart I can actually see how
many click throughs I got how many sales
I got from the affiliate tracking it's
not perfect right because some people
have out-of-date browsers and and
sometimes the cookies don't stick they
clear their browsers or they'll be on
their phone and then they switch over
their computer when they buy so my
follow up sequence I also include my
affiliate link as well and then I look
at the two numbers I'm like okay
Facebook says I got 10 customers and 350
clicks my shopping cart says I got 212
clicks and five customers I trust this
data and eventually you'll see that
Facebook's 80% 90% of the way there and
you could just do the mental math but
until I know what the the consistency is
we're gonna we're gonna get more people
on I want to go through kind of deeper
onto these ok how are you pleasure okay
so my question is more about planning
with Facebook perfect my problem is it's
a grocery store okay it means to do is a
strong competition already there and
they have a strong planning okay
okay so does it make sense to start a
branding campaign ad before some
performance can be now on Facebook and
when I know that I have to transition
from the branding right to the
performance right brilliant question so
the first thing I want to make sure is
super clear what happens in one ad
Center campaign the data from the
tracking pixel does not convert to the
other right so there's a some people
teach that you have to season the pixel
in facebook and that's a false belief
there's no such thing as season the
pixel every time you start a new ad set
all the data from the pixel for the
machine learning starts over so what
you're asking potentially is more of a
fundamental marketing question is direct
response marketing more valuable or is
branding more valuable and you look at
coca-cola is the most valuable brand in
the world is the most recognized brand
in the world and it is absolutely
impossible to negate what they've
created through branding
they used to put cocaine in their
product probably helped people get
hooked on their product in the early
days so this is where I think my wife
and I are a great team I could give zero
care to brandy she cares a lot about
branding and and she's always so she
balances me in that sense to me if
you're gonna be putting money into
Facebook ads you need to make sure that
money's coming back out and a very
consistent pace or else you're not gonna
be willing to be able to put money in
you need a return on investment Yeah
right it should be an investment in your
time now is there a value a long-term
value in building a brand and in the
investment there possibly how deeper
your pockets is a question okay right
like how much money do you really have
backing you I mean are you a start-up do
you have a seed round and around a
behind you or are you completely
bootstrapped so if your bootstrapped
alright grocery-store a specific
physical area yes
would you sell everything like okay
hippie crunchy food my kind of stuff and
then what makes you different from your
your big branded competition I would say
because we are all on the same page okay
so we need to find some way you know
want to get a race to the bottom because
they have better distribution and they
probably could get a better deal than
you anyway okay higher end higher okay
beings I agree with that move so how
much traffic how much customer what kind
of data do you already have how know so
you're brand new okay so what I would
and what I would like to see is if you
could look through your shopping cart
and say you know we got a lot of
customers who buy this and then they buy
it over and over and over and over
consumable because what that's gonna do
is kind of talk into that same challenge
is your lifetime value is gonna increase
and you could potentially go cash flow
negative on a new customer if you know
that they're every two weeks there
by more bok choy right so then you need
to find out what those products are like
where's that customer what's the highest
value customer to you what do they want
and consider giving them a deal the
first time to get them to try your
service and then you can retarget them
you can do other things to keep bringing
them back but if you have someone who
consumes from you and I think your value
proposition is probably gonna be you're
making it easy yeah I can click order
from work it shows up the next day at
home it's at my flat foods there it's
it's simpler so communicating that is
gonna be powerful but humans like deals
okay most people know how much they pay
for bananas most people know how much
roughly anybody here in the store
randomly walk around and just buy apples
at five dollars pound like we know when
we say price on apples that's crazy it's
like well I'm not effin touching that
okay
so you've got to figure out what's the
best way to lure them into your
ecosystem into your transaction from
there you can sell the value of the ease
of continuing to order with you but
until they've made a purchase and gone
through your checkout process and how to
positive experience they're gonna remain
skeptical okay so how do you lower that
barrier of entry for them on the first
one free plus shipping like I don't
really see what how many how many units
how many SK use do you have how many
products 650 perishable non-perishable
both both okay you could consider
running ads on perishable items when
you're getting down to the point where
you're like whoo I got a lot of carrots
I need to move my carrots yeah you know
like so that's one way you can leverage
this to try to work within your business
but finding those those little hinges in
your business that allows you to
discount where applicable do you have a
physical storefront also no really Wow
interesting
um what is going to be the easiest item
for someone to purchase to have you
shipped to them to get that first
customer value so amazon.com in the
United States is an obvious example of a
company that's doing magical huge things
they are notorious for going cash flow
negative okay because they know that
they can go cash flow negative on the
first sale second sale third sale then
they get us on prime and then you're
hooked on like I need a new watch I mean
the number of travel items I bought for
this trip
amazon 2-day amazon two-day order after
order I did not drive anywhere I'm in
Sedona so I'm kind of an odd spot to go
get certain things anyways but like
Amazon got me by being a better deal but
now it's ease of use is why I am still
an Amazon customer and what do you think
about I haven't tested it at all I don't
have a physical product type business
and everything I do physical I go to
Amazon because that's the giant in our
area I would say it's worthy of a test
and I don't have any data or experience
with that personally but it's it's
worthy of a test because what you need
to know is my question is our user is
user behavior advanced enough where
you're at four people on Facebook to be
comfortable to buy things so then I
think you have at least an idea of being
willing to test it but I would test that
directly against a website conversion
campaign that clearly sells something
that people want and need on a regular
basis to where advertising it doesn't
surprise them and that kind of bring
them in because if you can find that
that entrance point what's that first
thing that they'll buy that they my tree
by over time you could build a funnel
around that if you're selling everything
if you're trying to promote 600 products
on Facebook it's gonna be a very
difficult sell because indecision
happens okay but do you suggest to or
personally I would go to specific
products that have either high margins
and lead and prove that there'll be kind
of consumable based products because you
want something to me it's all about life
time and I would be willing to go cash
flow negative on the first sale as long
as I have a high likelihood of that
person buying for me four years because
that's an investment to me putting money
in today for a future cash flow I
wouldn't try to make this system
cashflow positive on the front end I
would try to make it breakeven cash flow
negative a little bit but you're getting
customers and then your customer list
grows and then you could build a
relationship and then because once
someone's bought from you once they're
gonna be more likely to buy again and
again okay and that's where you make
your money and what do you think is that
a strategy where you do some content
marketing let's say that I said do 10
food products yes so I push our articles
in
absolutely I would be super aggressive
with that at the exact same time
personally most of it like I teach SEO
or I teach Facebook advertising a lot
most of my business comes from organic
marketing if you look at the miles back
there channel my blog all organic most
of what my wife does is through organic
so I am I love organic because once it's
built it keeps going okay for life and
it's again that like I put in a lot of
time effort money now for future results
it's that delaying gratification but you
need to see results quickly okay make
sense yeah cheers me anxiety sweet all
right
what well let's get let's just keep
people who else wants to hop up and go
under the fire has questions sure yeah
we could talk around it like you'd be on
camera for Mike yeah all right we'll
talk around it we won't get specific
with that I can't I don't know the math
on that no no his talks going on it too
so we have until 2:00 2:30 all right
okay so it's more of a big picture here
is I have a market of about five million
people I can reach on Facebook okay I
mean you're reaching them on Facebook
okay out of those five million people
about 500,000 can be potential customers
now or in the future okay so as you know
the root of Facebook ads are changing
very fast quickly I don't know what's
the future is pregnant yeah so I want to
get in touch with these people to
Facebook leads get them in email
sequences okay and get the conversation
starting with with 500,000 or 1 million
people right okay that a few tens of
thousands now but I'm keeping growing
this so it's it's more brainstorming is
round would you get that get these 500
thousand people in yeah the cheapest way
possible and get the conversation rolled
right them so and when you say bring
them in you're saying from a lead
perspective bring them as a prospect on
an email list right so
a facebook leads ad where I say okay you
are you have this you are you're decent
in this market right we have this we're
building this product correct for
example do you want to be part of the
development of the product right gonna
follow the adventure with us so that's
really smart because people like to
think that that you're asking for their
opinion on things right I would think my
brain goes to free plus shipping what
can you do that's free plus shipping
that's really inexpensive and not even
necessarily creative maybe Alibaba it
but like find something that that's
gonna get your because you have
fanatical audience they love what they
do they love what you do they love what
you stand for what can you sell that's
five dollars plus shipping I can't even
sit yeah like so what can you sell like
stickers things that would like keychain
I think I'm safe saying keychain like
little tiny things to get them in as a
customer because I wanted to be a
customer you want them to pay something
because somebody who pulls out their
credit card versus somebody who just
says yeah I want to help you develop
this this person is much more valuable
so I would try to focus your energy on
like what is the lowest cost highest
margin front end thing you can sell and
then just free plus shipping that out
the wazoo then if and when you have a
container of products and you do a big
run you can add it as an upsell as long
as you have it so that same funnel is
bringing in people and you can start to
upsell them on whatever you have that's
that the next level and then you have
you have a certain verticals of brand
and a lot of people in your area like
they're very proud to be this guy versus
that I do this I don't do that like oh
those guys they're just so-so playing to
that a little bit and I know you there's
a copyright things and trademarks that
you have to be careful of but help them
identify with your brand plus that thing
that they love cuz that's gonna hit them
on two levels they like the idea the
concept the the what you do what you
stand for but they also really like
their version of it because I'm one of
these guys I'm not one of those guys
right and so I would try to find a
customer thing so you know I I think
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