Kalten Traffic in Käufer verwandeln

0:00Hey, Alex. Mark, what's going on, dude? We did it. When my my wife was in labor, I worked from the hospital room on my laptop during the hours she slept. I promised her for years that all all of this would pay off, but right now we're cramped in a tiny house in LA with two kids under 18 months, and yes, the second one was not planned. I run a poker coaching business, and I was at your workshop 9 months ago. We were at 2 million a year then, and we've doubled to about a 4 million a year pace this year, but my goal is a million a month. What's stopping me is I can't figure out how to scale demand past what our warm audience generates. We've got nearly 200k YouTube subscribers, and we close over 40% of the people we pitch into our 5-day 5k program, but we only sell 30-something seats a month, and we have capacity for triple that. And every cold audience funnel I've tried has come back break even or worse. I was hoping you could tell me exactly where I'm [ __ ] up, so I can buy my family the house they deserve.

0:50Well, first off, thank you for that context. That's It sounds like you have a crazy story right now. Right now, your like cold traffic is the natural funnel that should be added on to what you're existing Like basically, warm is only going to get you whatever warm is going to get you, and you probably have a a warm sales motion rather than a cold sales motion. And so, when cold traffic's going through a warm motion, it's not converting. And so, we basically need to change your sales motion from a warm motion to a cold motion. And so, there's two downstream benefits to that. The warm When warm traffic goes through a cold motion, they will be more sold and more likely to take a higher price offer. And when cold traffic goes through a cold motion, they'll just be more likely to buy. And so, basically, we need to microwave your cold traffic to make it warm.

1:37And so, that's the basically the the step in the process that's probably missing. So, walk me through the cold traffic funnels that you had leading up to this, and what is the Actually, let's start with the warm, and then we'll do the cold. So, what's the warm traffic funnel right now? Warm traffic funnel was just VSL into book a call. Okay. Yeah, so just a basic call funnel on warm traffic. And we also have a warm direct response that is printing as well. It just that one fatigues really quickly, so we have to keep spend down. So, it's just bottom of funnel. That's the issue. So, basically it's functioning like that that direct response kind of like, "Hey, come to the thing." is taking the the bottom slice of the pyramid, the people who are like 6-in pots, and they're just putting them in. So, in a lot of ways they're just retargeting, but you're looking at like, "How do I get more people on top of funnel into my world?"

2:22Correct? Correct, yes. So, there's a there's a couple ways to do this. Um I'll just call it the short-term and long-term way, and we could have a combination of both, which is probably what I recommend. So, the the call call it the blended way is to run a paid workshop. So, when I say paid workshop, I'm saying like call it a a $49 to $99 offer, probably $99.

2:48Um and have it be a legit workshop. And then that workshop will allow you to take like it's much easier to get someone to buy a $99 thing than How much is the poker coaching? 5K. Okay, yeah. So, it's much easier to get those guys to spend $99 and deliver one thing that's, you know, super valuable. You prove the value, right? That That way they don't have to guess is this guy good or not. You can take the time to tell them who you are, and then the vast majority of it is going to be the value, and then you make them very a nice irresistible offer of taking the next step. And so, basically you book your calls from that live thing rather than from like a short VSL.

3:22Cool. We tried a cold webinar, and it's it's flopped a couple times. Yeah, I'm guessing Was it free? Yes. Yeah, so I would I would make it paid, and just expect that your um like expect to lose money on the, you know, the $99 purchases, but what will happen is I'm going to bet that the people who did like did no one show up, or were the people who showed up not qualified? We had about a 25% show rate, but

3:46>> For free, that's fine. Yeah, only 5% of those booked calls. The retention was incredible, but only 5% ended up booking calls. So, what's what's likely is that the vast majority of people who showed up to the call through the webinar were unqualified. Did you have any metrics on the customers like from the opt-in of like who who was qualified for the thing? It seems like even the ones that booked calls, it just most of them could not afford Yeah. So, that's where that's where like having that little bit of friction will typically take the the unqualifies from like 90%, which is probably what it was, uh to closer to like 40% uh on a paid a paid workshop. And once someone makes a tiny purchasing decision, likely they make the next purchasing decision significantly higher. Like buyers buy more.

4:33Does that track? Yes, 100%. >> So, basically just run this to a sales page, stack the living [ __ ] out of the bonuses, um so that it just be like the the $99 version should feel like absolutely absurd, and then make that call it like a 3-hour uh workshop, and then just sell at the end. Cool. Okay. >> make sense? It was just you were just you just had to tweak it. That's all it was. You were like um free sometimes can be harder, and especially since you have an audience, it's like these people have some level of trust with you, and so it's like let's just get let's let's deliver more value prior to the ask.

5:07100%. That makes sense. >> Yeah, I would also only opt-in for them. Are you um getting qualification data? Right now, we're only asking for name, email, number. What do you know? What is What What behaviors or characteristics um does someone have to have um to be a good buyer for you? The average amount that they buy in for is our highest quality signal.

5:33Um Oh, okay. Cool. So, then I would just add that as one of the fields. So, you have name, phone number, email, average buy-in for the games you play. Cool. And do we DQ people who don't? >> No. What it'll What it'll do is you're going to get that data um and you can get a little bit cute with uh Facebook and have different thank you pages for the people who buy and are qualified or don't buy and are not or buy and are not qualified and then you can train the pixel data on the more qualified audience.

6:05Mhm. Okay, cool. Yeah, we're doing that for uh for our organic right now anyway. All right, cool. I'm just writing this down for myself. Okay, so number one, we switch from free webinar to paid webinar, which is not even a webinar, but we're going to change to a workshop. And then number two, that maybe 90-minute thing that you were doing before, expand to 3 hours, deliver true value for 99 bucks.

6:29And then um on the front end, we want to make sure that we add the character the the highest signal, which is the buy-in, to the intake so that we can start optimizing all of our ads around it. And you can quickly see what your true conversion percentages because I actually care very little about the webinar conversion percentage. I care a lot more about what the qualified conversion percentage is because maybe you had 5% that closed last time or whatever it was No, you had 5% qualified, whatever it was. But like if if you closed 50% of the people who were qualified, it's a banger webinar, it's a traffic issue. And that will give you a much better uh read uh cuz if you're going to do these week to week, which I'm sure you will, you will be way better at predicting what the revenue size of the you know, workshop is going to be based on how many qualified are there, not how many leads.

7:14Cool. Okay. Yeah, this this tracks. Yeah, I appreciate this. Yeah, and juice the hell out of that $99 offer. That's the third thing. Just give away a ton. Yeah, make it make it absurd. There's no reason so much you not do it. Okay, great. Thanks, Alex. I I appreciate it once again. Congrats on getting from two to four million. Thank you. Next time next time we talk, hopefully it'll be over 10. Million a month, baby. All right, rock and roll, man. Thanks, Alex. >> Yeah. If you are a business owner and you are not growing as fast as you like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling roadmap, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information and if you want us to actually help you de-constrain the business and you're trying to scale, we'd love to help you out on the thank you page you can just book a call with my team and we will look at the business, see if we can help and if we can, we'll invite you out to Vegas and we'll do this in person live.