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0:00Hi, John. What's up, man? Tell me about the business. Yeah, so we help people with chronic back pain and sciatica get pain-free with our online program. We're currently doing about 95 >> little slower. Talk a little slower. >> our constraint is uh Talk a little slower. Can you hear me? Can you hear me? >> Oh, yeah, sure. Okay. >> Talk slower. Yeah, yeah, talk slower, talk louder. >> Okay. Okay. Yep, so we help people with chronic back pain and sciatica. Uh we have an online program. Okay, so online.

0:24Okay. Yep. And you help with back pain. Got it. That's great. >> What's revenue? And we're doing nine uh 95 grand a month. Okay, so you're doing a million bucks a year, roughly. Okay. So, you're doing a million a year, great. Um how are you So, I know you're online. Are you selling via checkout page or via sales call? We do uh DM to triage call to sales call. Okay, so sales Okay, cool. You do online sales people. Okay.

0:48Yep. Okay, got it. And how are you getting leads? Uh it's We have a million followers on Instagram. Okay. 1 million on IG. Anything else? Uh yeah, like 200 grand on TikTok. Okay, cool. Well, you probably already see the difference of uh the value of 200,000 on TikTok versus 1 million on IG. Yep. Want me to give you a quick hack to turn those uh TikTok people into uh more value?

1:14Leads. Yeah, so we have found that the best uh call to action for TikTok, if you want to sell higher ticket stuff, is actually make the CTA DM me on Instagram and then put the link to your Instagram. Wow, okay. Yeah. So, like on TikTok, you you get people to DM on Instagram. >> But, you already have your own DM team set up on on Instagram anyway, so like it works great. Yep, cool. All right, so that's thing one, great. So, uh what do you want to do? What's the limit What's What's holding you back?

1:43Uh it feels like leads consistency. So, we have one sales rep and two setters, and I want to get more sales reps, but it's just like one week we'll be filled up weeks in advance, and then another week we barely get, you know, enough leads to fill up one, and then we just end up pitching on every single post. So, it just feels fatiguing for the for the client. So, I'm curious, do we start ads? Can we start retargeting or do we need to fix something first? >> How many posts a day are you putting out? Uh we're putting out one post a day on Instagram. Uh we tested two, but it's just uh like we really focus on we edit this for 8 hours, we make it great. So, it's one a day.

2:14Okay. I think you can probably make more. I'll just I'll just put that out there. I would I would 100% not believe in the mythology of like there's a platform limit. There totally isn't. And that's on I I I pretty much stand by that on every platform. Um like Fox News puts out one I just looked at this we were we were going up this morning. Uh does one long per hour on YouTube. Oh, wow. Right. And they do like 300 million views. Right? And uh there's a Bollywood account that gets a billion views a month on Instagram and puts out 100 posts a day on Instagram.

2:48Jeez. Yeah. >> have to think about it like this. So, instead of So, I hear what you're saying with the fatiguing audience. I think more realistically you're fatiguing your editor, not your audience. I think they're not making good enough stuff. No, I'm being real. I think they're not making good enough stuff. Like your audience has no has an insatiable demand for value. When you like believe that in your core, your audience has an insatiable demand. It will literally never It's an endless pit when it comes to value and has almost no appetite for fluff and waste.

3:14So, if we I don't know if you can see the YouTube, but if we have Let's imagine that this circle represents a million people, okay? When you make a post, you're getting like 1 to 2% of your audience to actually see it, right? Mhm. And so, if you make more posts, you'll just have more 1 to 2% that see it. Okay. Okay? Now, where your issue comes up is that when you make your call you know, your direct call to action posts, then it's like it goes from like that kind of thicker dot to just like an itty-bitty speck because your your reach gets um hammered, right?

3:49Uh we actually do a call to action in every post like at the end. Yeah, and that's okay. Well, it's it's not it's not the end of the world. Again, all that matters is like how long is the CTA relative to the post, right? So, it's usually like are you doing a mini chat integration? Yeah. Yeah. So, how long is the CTA? Uh it's like 6 seconds. Is it That's long. Is it pre-recorded or is it like pre-recorded then stapled on or are you making them native every time?

4:16It's native but it's the same every time almost. Yeah, so you want to swap out with the lead magnets are constantly. Oh, okay. Got it. >> Right now. Cuz like why would they respond? They already got it. Yeah. Yeah, that's right. So, all right. So, I'm going to I'm going to write down little nuggets for you. So, number one, we're going to go Tik Tok Tik Tok uh DMs to IG as CTA. Number two, we're going to make more lead magnets so that you can alternate through them.

4:45Number three, uh I think more content is a good idea. Okay. Number four is I think you need to lower your time uh your CTA time. So, I'd probably I'd shoot for like 3 seconds or less. Um for your CTA cuz the thing is is it'll kill the it'll kill the view through rate. Right? And then that's killing the amount of reach you're getting. Mhm. Yeah. Okay. And you're doing comment like book or comment whatever and then it it DMs them the thing.

5:13No, we actually do a like for a free static assessment and then we just basically say comment for an assessment and then we book a call. Yeah, I mean that's also a really heavy ask. So, it might be worth considering like a cheat sheet and then a triage question. Okay. Cuz I mean like that's like the heaviest right hook you can do. Um I'll give you guys a a little insight also to the my live stream bros. Um on one hand like when we do ads that are like direct to workshop, that's like quote the heaviest ask like hey, come on to Vegas, right? That's pretty you know, it's you got to you got to have a hurdle, etc.

5:49Now, when we have a scaling road map, which you may have seen ads for, right? The scaling road map um has lower immediate uh ROAS, but over a 60- or 90-day window, has superior ROAS to direct workshop. In addition to that, it also has like 10 times the reach because getting somebody who's a little bit like somebody who's like, "Yep, I want to come to a workshop." Like they've already consumed like this this almost like it's almost like uh warm audience retargeting more than it's like an ad and a process that like nurtures, you know, prospects and then, you know, warms them up, provides value, etc. And so, I think if you want to broaden uh kind of like the net that you're going through, just make the ask that you have a little bit lighter. So, I think one, you've got your direct like if you're doing one a day, I'd do like maybe two a week of the direct one and then do the remainder of them as posts that are um like lead magnet centered. Right?

6:42Like seven tips to fix this or whatever, right? You you you can spend I'm sure you can spend 100 of those things. It's not It's not that hard. And then the triage question is like, "Hey, are you here for free stuff or do you want to solve the problem for good?" And they're going to say, "I want to solve the problem." Then you're like, "Great." And then you're you're into a sales conversation. That's great. Cool. And then, at what point would you start retargeting ads? The thing is is Okay, this is a this will be great for everybody. So, again, I don't know if you can see my thing. Um so, if you think about your audience is this pyramid, right?

7:13The people who are buying from you right now are this like teeny teeny little top 1% here. And so, there are some things that there are some actions that could get you to to convert to a higher percentage of that 1%, which means that like we could make the the well or the pyramid larger, which we would do by posting more times and making better content, right? Or we can keep that pyramid the same size, right? And then we can move this line of what percentage we're converting and make that a little bit deeper. When you add a sales team, that converts a higher percentage of the audience.

7:47When you add ads, you're going to convert a higher percentage of the audience because you're just going to have your ads shown to a bigger percentage of people in that sphere. Right? And so it's almost like reaching into forward revenue and pulling it forward, which is fine as long as you're filling up the bucket. Right? So, I would Right, you get what I'm saying with that? So, you will absolutely make more money if you have a sales team and run ads. No question. But then you will hit another plateau.

8:14And you will still be limited by the growth of your organic unless you create a true cold traffic acquisition channel, which is a different monster and beyond the scope of right now. All right? And so, my recommendation is um I would want you to double your content. And if you want to keep one of your your CTAs as uh cuz I don't want you to like I don't want your business go down. Uh keep one CTA as your direct to uh you know, book a call, and keep the other and make the second CTA for the lead magnet. And just do two a day.

8:42>> That's good. Cool? Sounds great. All right. Rock and roll. Appreciate you, John. Awesome. Thank you. Yeah, thanks for calling Hermosa Halibut.