you cant feel the absence of a customer you didnt know you were supposed to have
look,
a weak front end doesnt trip an alarm
thats exactly what makes it lethal
theres no red metric. your cac looks fine, your roas looks fine, your aov looks fine...
and your conversion rate is quietly capping the entire business
it doesnt cost you sales you can watch die
it costs you sales that never existed. buyers you never acquired. revenue that never shows up on a single report to be missed
so it just sits there. silent. compounding against you month after month
while you rotate creative and chase your roas back up, walking straight past the one lever that quietly doubles the whole thing
found $329k a month of exactly this behind a founders perfect dashboard last week
where it was, and how to find yours below >
https://t.co/oF2du2WWd8
nobody wants anything on their own
girards whole argument was that desire gets borrowed. you see someone get a thing, you want it bc they wanted it, and by the time it reaches you it feels like your own idea
which makes the distance matter more than the thing
put someone too far above your buyer and he admires them. admiration is comfortable, he can sit in it forever and it costs him nothing
put someone level with him and it turns into rivalry. that one he cant sit in
its why a case study from a guy at 80k/mo outpulls a celebrity endorsement in this market, and everyone credits it to trust when it was proximity the whole time
so when you pick who goes in the ad youre choosing who he measures himself against
pick the guy he could plausibly have been. thats the one that stings
theres no universal benchmark for any metric you'd track, theres gen non
your visit to opt in is mostly measuring how warm they were before they landed. organic guy watched 20 mins of you. cold click didnt. same page does 4% or 40% depending on who walked in
so a benchmark from someone elses business is just their traffic mix leading u to the abyss
the number you want you have to derive
aov x close rate is revenue per call. take margin out, thats what a call can cost you. divide by what a paid visit would cost and there it is, thats your required rate
thats the whole thing btw. every "good" number in this business comes out of your own inputs. good cpl, good roas, good cost per call, none of them exist in the abstract
and heads up, whatever youre at now wont hold when you add paid. cold converts worse than warm, always (Id assume yk that)
40% on organic might be 8% on cold and the math that worked at 40 doesnt work at 8
running all organic youre measuring your audience more than your funnel rn
What is a good site visit -> call booked % for a high-ticket call funnel?
Or site visit -> opt-in?
Running almost all organic to mine but wondering where it stands
You don't need a bigger Iphone screen in your pocket.
You don't need a screen on your wrist.
You don't need access to your DMs, sleep score and Instagram at all times.
You need to lock all this shit in a drawer forever and stop giving your self perma-psychosis you nutjob.
you fixed the targeting and cpql got worse, so you reverted on day 4
first order cost of running to the wrong audience is the wasted spend. thats the one everyone counts
second order is that you were teaching it the entire time
it weights recent conversions hard and it has no idea a lead is unqualified. sees a conversion, decides thats what a buyer looks like, goes to find 400 more of him. so the money wasnt wasted exactly, it bought you a model of your customer thats wrong
fix the targeting and the model is still sitting there. needs enough clean events at volume to overwrite. 7 to 14 days
day 4 is where everyone quits
nobody in that loop has ever seen the far side of a reconditioning window so nobody believes theres one
your warm audience converts worse than cold traffic and youve decided theyre unqualified
theyre qualified. you conditioned them
dichter, 1960, before anyone had a content strategy. his argument was that once abundance shows up the job stops being satisfying desire and starts being the production of it, and what produces desire is dissatisfaction with where you currently are
two years of frameworks does the opposite. it satisfies
every breakdown you publish resolves tension the buyer wouldve otherwise paid you to resolve. trust climbs while the thing that actually drives a purchase quietly drains out
then you ask for 5k and something in the room changes. this person gave me things, now this person wants something
cold traffic never learned otherwise. money was the entry price of the first frame they ever saw
you built that resistance deliberately, over 24 months, one useful post at a time
found an offer making 2m/mo selling to restaurant owners how to expand to multiple branches/locations,
..guy already runs a business. already has cash flow, already believes the thing works, already knows what a bad month costs him. you dont have to sell him on the dream, hes standing in it
and the market cant get sophisticated fast bc restaurant owners arent in your comment section all day comparing angles
such markets is where u cash millions, stop fking scaling trading offers with a 6month half life
$450 a call feels expensive bc you remember $200
thats anchoring. same reason a house listed at 900 and cut to 700 feels like a deal while the identical house at 650 feels expensive. first number you see sets the scale and every number after gets read against that one
your $200 came from a different business. different aov, close rate, margin. stopped being a useful comparison abt 18 months ago
run it properly and the real ceiling usually sits 2 to 3x above what youre willing to pay right now
lots of founders at 150k/mo have never done that calculation once. theyve built a whole spending philosophy on a number they can still feel in their chest
theres volume sitting there youve been throttling all year on the strength of a memory
everyones obsessing over @GadzhiIman and the 1.2m registrants. 1.2m x wtv min conversion rate x $2k, screenshot it, post it
did you know russell doesnt exist in half that funnel
not a swapped headline. gone
different page title, different hook mechanism, separate page tree, separate survey tree, separate checkouts. a whole parallel funnel where the co-host is never mentioned once
borrowing a name is the oldest move in this business. you stand next to someone trusted and a slice of the trust they spent 15 years building walks across to you
nobody ever measures how much walked across
you assume it worked, pay for it again next launch, never find out what you bought. theres one way to price a partner and its to run the identical thing without him
solo arm gets the smallest traffic split of the three, so its the challenger. they think russells worth it, theyre checking
and thats one test
323 routes across two domains. 91 videos, 494 minutes. 14 containers holding 55 arms. 76 separate checkout identities. two payment processors running at once
37 of those arms are deployed nowhere. dead tests still sitting in the dictionary, so you can read their whole testing history if you bother to look
none of this is new btw. hopkins was keying coupons in 1923 so every sale traced back to the exact ad that made it. 76 checkouts is the same idea with a faster loop. he had to wait for the mail
24 video arms across 4 price tiers, close character identical in every one. one script, one token swapped, so the only thing moving is the number
..anyways,
now the part you can actually use
13 landing pages, separately compiled, one per person. same event, same offer, same price on every one
what changes is the wound, and the disqualifier that person already thinks rules them out
the freelancer gets "last month was great. this month one client ghosted, ones on pause, the third asked for a discount." promise is a side hustle that doesnt depend on clients
the faceless one gets "you want to make money online but you dont want to become a character on the internet"
the late career one gets "too experienced for entry level, too expensive for budget cuts, too old for an industry that worships 25 year olds"
every page kills the objection that person walks in with, inside the promise, before it asks for anything
you dont need 13. you need 4 and you probably already know what they are
then the last thing
the $15 is called optional out loud in every video. the free messaging join is the one thing that isnt, and it takes the final line of every video in there
so the $15 is a filter. whats being built is a list, and nobody doing the 1.2m math has put a number on it
nothing in that funnel is a guess
thats the part worth stealing. not the 1.2m
if you're not doing PR for your clients, idk what you're doing
not $200 syndication blasts. real placements, features, reddit threads that rank. ofc not larping, no fake claims, the stuff has to be true
what youre buying is the second time they hear it
a claim from you is a claim. the same claim from somewhere else is a fact, and the guy has no idea he's applying two different standards
so every price objection your closer handles is one your prospect already half-answered himself before the call
costs less than a week of ad spend