thank you all for coming this is Miles
Bechtler we're at the abundant circle
and this is the funnels Meetup
first of all I want to kind of just
briefly explain explain why I'm even
talking about this and why I feel like
this matters so my wife and I started
our first website in okay let me reverse
back before that I had another life
before we started our website I was on
myspace direct linking myspace users to
an affiliate program in like 2002 2003
it was going really well as making a
couple of grand a month I thought I had
it figured out
myspace changed their Terms of Service
and my income literally stopped my
little trick wasn't working I wasn't
building a list
I had no asset to fall back on had I
been linking them to a landing page and
built a list and then offer them
something I maybe wouldn't have made as
marketing to that list today so that was
kind of like aha moment number one fast
forward a few years my wife and I
started a website in 2009 and we started
growing through content marketing we had
no money for paid traffic and from oh
nine to 2013 we were very wishy-washy
about getting people on our list we were
bullish on content marketing we were
publishing a ton of content on our blog
our WordPress blog on Facebook Twitter
driving traffic but our opt-in was
pretty much like hey do you want like a
newsletter type thing you know maybe
sort of kind of giving your information
over here and our traffic growth was
great but our income growth was not
significant it wasn't comparable to the
amount of traffic growth in 2013 I was
coached by a guy who taught me to build
my first funnel which I will show you
exactly what that was at that point our
income went from like haphazardly one to
three thousand dollars a month to like
consistently getting up into the five
figure a month mark we kind of crossed
that like six figure income barrier at
that point and not only that but
everything seemed to get easy for us at
that point and I began buying traffic
which has really excelled it accelerated
our growth a year ago we learned another
kind of funnel model that I'm going to
show you as well we implemented and
has literally created an extra quarter
million dollars in our business in
revenue in the last year I hasn't even
been a year and it's been like about
$260,000 in the last 11 months
additional revenue we still have the
revenue coming from the other funnel I'm
marketing both of these funnels actively
so at this point our business is at a
point where it's like you know I pinch
myself like really like this is working
and we're not working harder at this
point like it's not like we're we're
doing anything it's not taking more
energy we're doing different things and
we're doing things differently and
that's what I that's what's got me so
passionate about funnels that I'm just
wanting to kind of like explain and
share and show because it really seems
to be that kind of like small thing that
creates a gigantic leap so what I'm
going to do is first I'm going to run
through a couple of funnels that I'm
using and how they work and why they're
working and then what I want to do is
get some input from you guys on where
you're at with your funnels do you have
a funnel do you not have a funnel so we
can maybe funnel hack your funnels and
come up some ideas to test it's all
about testing I don't have a magic idea
that's going to solve your funnel
problem I have ideas that I'd be willing
to share but the data is ultimately
going to show you whether it works or
not every niche is different every
market is different the big trick I
think is building your list and quickly
monetizing your list so you can get
going on paid traffic there's never a
traffic problem if you're not making the
money you want it's not a traffic
problem it's a funnel problem because
when your funnel works right you can buy
as much to buy more traffic than you
could ever imagine you could pay people
buy traffic for you if your funnel is
profitable everything is going to work
perfectly so let's look at the first
funnel that we learned and it's I mean
this is super duper simple right so
essentially we started with our landing
page that was a free thing right for us
it's an mp3 because we give away
meditations so they would enter their
email here and they would click Submit
and then the next page they go to is a
one-time offer
and this is either a video sales page or
it's a written text sales page that
gives them a special offer to buy
something immediately now what's
happened here is
they just go through the opt-in process
and they instantly go over to page
that's going to sell them give them an
offer to buy something the first line up
in my sub head we always say your
request has been received that free
thing you just saw asked for is on its
way by the way do you want to find out
how you can get my three best things at
a discount etc what I found is out of
the gates I was getting about 0.5% of
people who took me up on this offer
purchased this offer through testing my
headlines my sales copying everything
I've gotten this up to three percent
consistently and I'm now working on
another funnel to try to beat this I've
been running this funnel since 2013
very very successfully right I don't
have to add on the one thing you can add
on and this is I've tested it I haven't
got it dialed so I got a new totally
kind of a different approach is once
they purchase this you can do what's
called a one-click upsell and what the
UNK one-click upsell does obviously
there's a checkout page here right so at
this point if they click buy they go to
the checkout page then we have another
video that offers them an additional
item to buy now the cool part about
adding a one-click upsell is that they
don't have to re-enter their credit card
it's a Buy button or a no thanks so what
happens is the transaction actually
remains open right here and if they
click yes it simply adds that to the
transaction and your shopping cart
system knows to deliver them to products
if they say no it closes that
transaction and the shopping cart knows
to give them that one product so what
happens and this is what I really
recommend like if you don't have a basic
funnel going on yet this is what you
need to start with that's it we want to
limit the number of moving parts if you
have that and you're not profitable on
your pay-per-click ads add this on and
you can really increase your average
order value your average cart value and
that alone can bring you profitable now
the whole goal of this kind of a funnel
is to be able to take a Facebook ad that
can drive people to here and the goal is
not to make money and put money in your
pocket and come live in amazing places
like this with this the goal is simply
to make enough money here to pay for the
ads if you get this break even out the
gates run you
literally breakeven is by far a massive
first goal if you're profitable on this
here don't tell anybody what you're
doing lock yourself in your room and
keep going because that's magical to get
profitable at one point so my OTO here
is seventeen dollars and I was having to
pace about 650 I don't know the exact
number but I was paying 650 to make 17
dollars the time it takes for a user to
go and click on my facebook ad so I've
done 615 ads to make 117 dollar sale
this is about 15 minutes for them to go
through this and then read my sales page
and go through the checkout process in
order is about 15 minutes so every time
I spent 650 I was making 17 dollars and
the cool part is about 98% of people did
not buy and at this moment they all go
on my email list so hold on let me let
me finish this real quick let me get
this idea out and then I'll come to you
we got time for questions for sure but
this is really the ultimate power and
why I'm saying you can go break even is
because this follow-up sequence is
designed to nurture them you get them to
know like and trust you and then in
maybe about email number four you offer
them another product to buy and rookies
focus on the front end of their funnel
and they think this is the game right
professionals know it's the back end of
the funnel where you really make your
money it's these upsells and these
additional sales here that make money
the other thing that happens is when
people purchase whether they go to a
checkout or they just go to the product
delivery page you have they get put on a
separate email list now this is your
customer email list and this email list
is even more valuable than your prospect
list when someone takes the action of
buying something even if it's one dollar
their psychology has changed the
question goes from am I going to buy
something from this person too
how much am I going to spend with this
person and that's where tacking
something like this on even if you have
a rubbish sales copy I would put money
on it that you'll get a twenty percent
conversion rate on an OT o if you have
decent sales copy you're going to
probably get about a 30% OTO
excuse-me one-click upsell rate and
reason is your most ambitious people who
are really excited about you here
they're even more excited to get to buy
from you here your most ambitious people
want to buy more from you so it's
important to always have a next level
for people to buy and this kind of gets
into the value ladder idea of we start
small you call it a tripwire call this
self-liquidating offer and then you want
to build them up to a higher priced item
and a higher price memberships private
events etc that all can begin with
something as small as a $1 trial but
moving them on to the customer list is
really powerful personally we run them
through a series here we run them
through a series here we daisy chain
them onto one broadcast list and we
broadcast our list just about every day
and we do that for ease you can segment
you can get really geeky down here if
you want and the more kind of
sophisticated your market is the more
kind of geeky you need to get with with
kind of segmenting them and we could
talk about that but ultimately my goal
is to offer them higher price items here
try to turn them into customers so they
come over here and get on my customer
list where they get offered higher
priced items and for me this has about
30 emails in sequins over a month this
one only has a few that offers our
membership they go on to a broadcast
list that we mail just about every day
and this literally revolutionized our
business I mean to a point where it went
from like I think we can live off of
this okay we're doing good let's go live
somewhere cheap to like I don't want to
live I want to live someone really nice
like let's go to Costa Rica let's get
the nice pad hair you had a question boy
that's great right so you're making some
money that's great the main idea is
collecting emails yeah so the question
was in starting with the ad and this
first two step is the main goal to
collect emails or to make money it's
definitely to collect emails the reason
you have this OTO here is to liquidate
your ad spend right and if
a really good entrepreneur anything they
make here is going to get put right back
into ad spend you just increase it so
when I was profitable here making my
seventeen dollars I did not go on
vacation I did not take this money out
of my business into my pocket I dumped
it right back here and I aggressively
and I grew it and I grew it this worked
for about 30,000 subscribers
and what happens is this never crept up
more and more and more and more as I
increase my facebook ad spend and I did
I just
I tried tweaking it and I actually like
hurt myself in my paper in my split
tests but I kept the good one going but
I never could beat it once I got it
going I literally ran it until I was
paying about $20 per here and then I
turned it off and I started and that's
where I'm at it on creating a new funnel
now and my new funnel is going to be 27
and then 27 whoa 27 27 and 27 so I have
a chance to make more on the first item
and I'm giving them a $97 product
retail price for 27 right now it's 62
dollars worth of our best-selling
meditations for 17 so not only am I
going to be able to make more here on
the first sale but I'm also going to be
able to potentially get my cart value
off of a click up to $54 which means I
can spend 53 dollars here on a double
paying customer it would average out
somewhere in between probably would
average out as an average order value of
I would assume 32 but that would mean I
can spend $32 per customer so now my
competition they don't get this stuff so
they they can't even figure out how to
do this so is if you can pay more for a
customer than your competition can you
can own your market space right so you
just pay more and you're driving that
cost per customer way up up up and they
don't understand how you're doing it
because they don't know what the back of
a funnel is they don't get where you're
actually making your money and you
literally build the biggest list and the
money is not in the list the money is in
the relationship you establish with your
list and that's why emailing often is
important and just being fun Winston you
have a question sir
the price goes up from 650 up to $20.00
was that matter of Facebook becoming
more competitive in general or a matter
of you exhausting one traffic source and
having to expand into less converting so
the question was is this going up a
result of Facebook kind of changing the
numbers on me or me exhausting my
audience and it's actually a combination
of both the cool thing you're able to do
in Facebook is as you grow your list you
can create new custom audiences that are
going to continue to broaden your kind
of pool of people to go through and your
look-alike audiences so I was
consistently taking new audiences and
putting them in to grow it Facebook's
notorious for not scaling or not being
able to scale easily so if you're
spending like $100 a day and you turn
that up to $1,000 a day
generally speaking the only metrics
that's going to change is going to be
your cost per acquisition is going to go
up and nobody really knows why so
there's always kind of rule of thumb
like you only want to increase your ad
budget by 10 to 20 percent at a time and
then you monitor the results if your
results stay solid after about seven
days increase it another 20% and you
keep doing that until you see a negative
effect and at that point you hold on the
other option is to duplicate your ad set
but at that point you need to make sure
that you haven't duplicated your
audience right because you don't want to
compete with yourself on your own ad
spend so when you duplicate your
audience you need to exclude audience a
from Part B and exclude audience B from
Part A it gets a little bit tricky
Facebook's notorious for not making
sense
for doing what they want and they don't
answer to anybody because it's kind of
known as the hot spot right now David
sure months so the question was how long
did it take for this to go from 650 to
$20.00 and I believe it was about three
or four months of aggressively running
that yeah but I was I was wanting I have
the philosophy and this kind of comes
from my original kind of situation on
MySpace when the gettin was good I was
all-in and then it just
appeared I expect Facebook to change the
game on us all and I expect this to not
work at some point and that's why I'm
like let's do this y'all cause like we
can make a lot of money before other
people get in
when this I'm already starting to test
Pinterest ads which is a very new ad
platform Pinterest is known to have high
dollar people so that's kind of one
thing and question 2 if you can get to
1% you're in a good position let me let
me show you some quick numbers here I'll
do it right on top of this so 3 percent
click-through on your ads is something I
would say you're shooting for and if you
don't have a 3 percent click-through
you're your market to message match is
off a little bit another thing to pay
attention to in your Facebook ads is
your relevance score and you have to
feed back scores there's a negative
feedback and a positive feedback you
want high positive feedback medium
negative feedback and you want a
relevant score over 7 if you're relevant
scores below 7 you're actually paying
more than you could be if you get your
relevant score up to 8 or 9 you'll get a
cheaper click from Facebook because they
see the relevance so you want to shoot
for 3 percent if you're sitting around
2% out of the box that's pretty darn
good you don't need to tweak that here I
think you really you got to get to 25%
pretty quickly I'm sitting at about 48
percent and I am not testing that right
actually I do have a new test I want to
go in just because I'm a total test geek
but like if you hit 48 percent fifty
percent forty percent you're rockin you
you if you're under twenty five percent
that's a problem and you need to be
working on your headline here and this
page needs to be super simple like all
wipe start with an all white background
headline sub-headline big offer
compelling secret that you're going to
give away and then just ask for the
email address so on this correct correct
so the question was is it just an email
on this page and it is so this is an
opt-in page and once they give you their
email address then we want to offer them
something to purchase on the very next
page literally they don't go to a
confirmation page they don't go
we don't give them the thing they asked
for we deliver that in the first email
and we want to give them the opportunity
to buy from us because some people are
ready for it
there's a percentage of your people
probably somewhere point five to one
percent and I would think out of the box
here one percent is really where you
want to be like ultimately you want to
get up to two and three percent but that
that can take a lot to get that sales
message to work up pretty much 353 I you
can get it up to five and I mean some
markets it you know as you get more and
more specific and a smaller and smaller
market it's easier to get this number up
but since we're going with large
audiences and cold traffic it's okay to
have this number sitting around like one
to two percent and you so three percent
the question was you're talking about
this three percent so the question is is
this three percent of three percent of
people hit this page yeah so three
percent of the people who opt in are
purchasing which means ninety seven
percent of the people don't and that's
why this is incredibly important because
at every step more people than not are
not going to be taking the action so you
need to figure out a way to get
reintroduce them so I have a Facebook
retargeting pixel here for people who
didn't make it to this page and they go
see a whole different ad and I give them
a three reasons why ad here's the
reasons why you need my free thing link
because they looked at it but it wasn't
compelling enough so maybe they just
needed more information so I hit them
with a different ad to try to get them
back over to the next step and three
percent here is crushing it by the way
if you have a three percent right right
and honestly if you're sitting at the
twenty five point five you're really
talking like tiny tiny tiny numbers but
the thing is how many people are on
Facebook 1.3 billion people you know
it's a gigantic marketplace so and it is
it's a game of numbers
normale yeah totally and one of the one
of the benefits of this kind of a system
is you can really start to learn the
words that trigger your audience quickly
right and so if you have a like an
organic business that's running on
organic traffic I still recommend you
put together a funnel so you can test
some phrases some headlines really
really quickly because if you're just
waiting on your organic traffic to see a
thousand opt-ins and that takes you two
and a half months you can't execute a
sufficient kind of volume of traffic to
get a like a statistically valid test
for two and a half months you wanna
condense that down like two weeks and
what you do is you find what words in
your ad get people to take action
because most people see this then you
move some of those words down here into
your opt-in page to see if you can get a
bump and then you move some of those
words down here to your sales page to
see a bump because you just want to
consistently lead them down towards what
they want so for me personally the word
invoke is huge for my audience one word
and I used all kinds of ways of
describing it but it was invoke your
angels in your life for help and I found
that in an ad also it was up to like
five six percent click-through so huh
okay let me take that and put it here
I went from about thirty to thirty five
percent to about forty percent 45
percent that's right and that's the
other thing you're doing with this is
you're buying information about the
mindset and about the triggers of your
audience which is huge right because if
we don't know what psychologically you
know like we're all like irrationally
passionate about something it's not like
logic doesn't work you set up at a logic
based system and nobody buys you make it
all irrational about fears and losing
sleep and stress and all of a sudden
that triggers them to take action and
you could take that kind of like deeper
psychological understanding through the
words that are using and getting them to
take action and you you build that
around your funnel we all think we know
what are the dreams and desires and
hopes are of our target market
it's just thoughts until we actually dig
deep into here and get it from here
I have I've tested all the way up to 90
the question was have I done a price
test on the OTO and I have I've tested
all the way up to a $97 course here and
I was more profitable with that much
more profitable but at 17 the number of
customers getting on my customer list
was much higher and I made the decision
just to go with more customers on my
customer list versus the short-term
profit
correct correct I'm not running a down
sell and that is absolutely something
you can add a down sell here as well my
niche is there a not necessarily used to
the internet marketing world and they're
kind of older ladies and I don't like to
keep that we're very gentle and I think
as you get to a more sophisticated
audience who've seen internet marketing
messages I think you can get into down
cells and up cells and sides cross cells
we don't the first email we send is we
deliver the free thing with excellence
because what we found is since we're
offering an audio guided meditation when
they have that experience with us they
seem to like it's an experiential thing
with us and they're like wow I felt that
and so up here they haven't felt it yet
so I thought is if this doesn't work if
they're not that ambitious then we bring
them down here and we help them feel
what we do and then we offer them some
more things to buy down here and that
actually works really well for us
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