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From Leads to Loyalty: Increasing Sales & Enhancing Client Retention Through Strategic Email Marketing · Growing a Deeply Rooted Business: Launches, Funnels & Email Marketing with Intention

• 0:01
  Free
• 0:01
  audio
• 0:02
  post
• 0:02
  production
• 0:04
  by
• 0:04
  alphonic.com
• 0:06
  hello
• 0:06
  and
• 0:06
  welcome
• 0:07
  back
• 0:07
  to
• 0:07
  another
• 0:07
  episode
• 0:08
  of
• 0:08
  the
• 0:08
  Deeply
• 0:08
  Rooted
• 0:09
  Business
• 0:09
  Podcast.
• 0:10
  My
• 0:10
  name
• 0:10
  is
• 0:10
  Jess,
• 0:11
  your
• 0:12
  resident
• 0:12
  system
• 0:13
  strategist
• 0:13
  and
• 0:14
  I'm
• 0:14
  here
• 0:14
  with
• 0:14
  Rachel,
• 0:15
  our
• 0:15
  marketing
• 0:16
  mastermind.
• 0:17
  Hello.
• 0:18
  Hello.
• 0:18
  We
• 0:18
  have
• 0:18
  missed
• 0:19
  you.
• 0:19
  We've
• 0:19
  been
• 0:19
  away
• 0:19
  for
• 0:20
  two
• 0:20
  weeks
• 0:20
  due
• 0:21
  to
• 0:21
  tech
• 0:21
  glitch
• 0:22
  slash
• 0:22
  just
• 0:23
  busyness
• 0:24
  in
• 0:24
  life.
• 0:24
  I
• 0:25
  had
• 0:25
  three
• 0:25
  back
• 0:26
  to
• 0:26
  back
• 0:26
  client
• 0:27
  launches
• 0:27
  and
• 0:28
  Mardi
• 0:29
  Gras.
• 0:29
  I
• 0:29
  was
• 0:29
  definitely
• 0:30
  working
• 0:30
  hard
• 0:31
  and
• 0:31
  playing
• 0:31
  hard
• 0:32
  over
• 0:32
  here
• 0:32
  in
• 0:32
  New
• 0:33
  Orleans.
• 0:33
  And
• 0:34
  it's
• 0:34
  just
• 0:34
  been
• 0:34
  a
• 0:34
  wild
• 0:34
  ride.
• 0:35
  And
• 0:35
  I
• 0:35
  can't
• 0:35
  believe
• 0:35
  it
• 0:36
  is
• 0:36
  the
• 0:36
  end
• 0:36
  of
• 0:36
  Q1
• 0:37
  almost
• 0:38
  already.
• 0:38
  Isn't
• 0:39
  it
• 0:39
  wild?
• 0:40
  Like,
• 0:40
  this
• 0:41
  blows
• 0:41
  my
• 0:41
  brain
• 0:41
  off.
• 0:42
  Like
• 0:43
  not
• 0:43
  even
• 0:43
  a
• 0:43
  rape.
• 0:44
  Saying
• 0:44
  this
• 0:45
  blows
• 0:45
  my
• 0:45
  mind.
• 0:46
  I
• 0:47
  am
• 0:47
  like,
• 0:48
  January
• 0:48
  took
• 0:48
  forever.
• 0:49
  February
• 0:49
  flew
• 0:50
  by
• 0:50
  like
• 0:50
  March.
• 0:52
  Where
• 0:52
  are
• 0:52
  you
• 0:52
  even
• 0:53
  going?
• 0:53
  Like
• 0:54
  it's
• 0:54
  nuts
• 0:55
  to
• 0:55
  me.
• 0:55
  We're
• 0:55
  going
• 0:55
  to
• 0:55
  be
• 0:55
  in
• 0:56
  summer.
• 0:56
  By
• 0:56
  the
• 0:56
  time
• 0:57
  know
• 0:57
  we
• 0:57
  blink.
• 0:58
  I
• 0:58
  don't
• 0:58
  even
• 0:58
  know.
• 0:59
  Can't
• 0:59
  even
• 0:59
  comprehend.
• 1:00
  Yeah,
• 1:00
  I
• 1:01
  know,
• 1:01
  I
• 1:01
  know.
• 1:01
  And
• 1:01
  like
• 1:02
  my
• 1:02
  quarterly
• 1:02
  goals,
• 1:03
  like
• 1:04
  one
• 1:04
  thing
• 1:04
  I
• 1:04
  am
• 1:04
  proud
• 1:04
  of
• 1:05
  is
• 1:05
  that
• 1:05
  I
• 1:05
  actually
• 1:05
  hit
• 1:05
  my
• 1:06
  quarterly
• 1:06
  revenue
• 1:06
  goal,
• 1:07
  but
• 1:07
  I
• 1:07
  still
• 1:08
  didn't
• 1:08
  hit
• 1:08
  it
• 1:08
  in
• 1:08
  the
• 1:09
  way
• 1:09
  that
• 1:09
  I
• 1:10
  had
• 1:10
  planned
• 1:10
  to
• 1:10
  hit
• 1:11
  it.
• 1:11
  So.
• 1:12
  But
• 1:12
  I
• 1:12
  can
• 1:12
  see
• 1:12
  that
• 1:12
  I'm
• 1:13
  moving
• 1:13
  closer
• 1:14
  to
• 1:14
  what
• 1:14
  the
• 1:15
  vision
• 1:15
  is.
• 1:16
  Like
• 1:16
  in
• 1:17
  my
• 1:17
  mind,
• 1:17
  I
• 1:18
  had
• 1:18
  this
• 1:18
  brand
• 1:18
  new
• 1:19
  service
• 1:19
  like
• 1:19
  launched
• 1:20
  and
• 1:20
  booked
• 1:20
  out
• 1:21
  for
• 1:21
  like
• 1:21
  the
• 1:21
  next
• 1:22
  quarter
• 1:22
  already.
• 1:23
  And
• 1:24
  we're
• 1:24
  kind
• 1:24
  of
• 1:24
  just
• 1:24
  still
• 1:24
  doing
• 1:25
  our
• 1:25
  first
• 1:25
  beta
• 1:25
  tester.
• 1:26
  We're
• 1:26
  kicking
• 1:26
  her
• 1:26
  off
• 1:26
  with
• 1:27
  her
• 1:27
  next
• 1:27
  week.
• 1:28
  It's
• 1:28
  just
• 1:28
  crazy
• 1:28
  how
• 1:28
  as
• 1:29
  humans
• 1:29
  we
• 1:29
  kind
• 1:29
  of
• 1:29
  always
• 1:30
  overestimate
• 1:31
  like
• 1:31
  the
• 1:32
  amount
• 1:32
  of
• 1:32
  things
• 1:33
  that
• 1:34
  we
• 1:34
  can
• 1:34
  get
• 1:34
  done.
• 1:35
  I
• 1:35
  think
• 1:35
  I
• 1:36
  really
• 1:36
  used
• 1:36
  to
• 1:36
  beat
• 1:36
  myself
• 1:36
  up
• 1:37
  about
• 1:37
  it,
• 1:37
  but
• 1:37
  now
• 1:38
  it's
• 1:38
  just
• 1:38
  kind
• 1:38
  of
• 1:38
  like
• 1:39
  we're
• 1:40
  just,
• 1:40
  we're
• 1:40
  just
• 1:40
  growing
• 1:40
  with
• 1:41
  it.
• 1:41
  Yeah,
• 1:42
  I
• 1:42
  know
• 1:42
  this,
• 1:43
  this
• 1:43
  whole
• 1:44
  I'm
• 1:44
  building
• 1:45
  a
• 1:45
  new
• 1:45
  product,
• 1:46
  which
• 1:46
  I
• 1:46
  don't
• 1:46
  think
• 1:46
  I
• 1:46
  filled
• 1:47
  you
• 1:47
  in
• 1:47
  on
• 1:47
  that.
• 1:47
  I'm
• 1:47
  building
• 1:48
  a
• 1:48
  brand
• 1:48
  new
• 1:48
  product
• 1:48
  that
• 1:49
  I
• 1:49
  think
• 1:49
  is
• 1:49
  so
• 1:49
  necessary.
• 1:50
  In
• 1:50
  this
• 1:50
  space.
• 1:51
  There's
• 1:51
  a
• 1:51
  survey
• 1:52
  that
• 1:52
  comes
• 1:52
  out
• 1:52
  that
• 1:52
  I
• 1:53
  participated
• 1:53
  in
• 1:53
  the
• 1:53
  last
• 1:54
  two
• 1:54
  years.
• 1:54
  Where
• 1:55
  it's
• 1:55
  from.
• 1:55
  Jess
• 1:55
  creates
• 1:56
  just
• 1:56
  creatives.
• 1:57
  I'll.
• 1:57
  I'll
• 1:58
  make
• 1:58
  sure
• 1:58
  to
• 1:58
  link
• 1:58
  it
• 1:58
  in
• 1:58
  the
• 1:58
  show
• 1:59
  notes
• 1:59
  where
• 1:59
  talks
• 1:59
  about
• 2:00
  kind
• 2:00
  of
• 2:00
  like
• 2:00
  the
• 2:00
  state
• 2:00
  of
• 2:00
  the
• 2:01
  online
• 2:01
  business.
• 2:02
  And
• 2:02
  it's
• 2:02
  just
• 2:03
  so
• 2:03
  fascinating
• 2:03
  because
• 2:03
  as
• 2:04
  soon
• 2:04
  as
• 2:04
  I
• 2:04
  was
• 2:04
  reading
• 2:04
  through
• 2:05
  this,
• 2:05
  I
• 2:05
  was
• 2:05
  like,
• 2:05
  okay,
• 2:06
  there's
• 2:06
  a
• 2:06
  gap
• 2:06
  here
• 2:07
  based
• 2:07
  off
• 2:07
  of
• 2:08
  how
• 2:08
  people
• 2:08
  consume.
• 2:09
  The
• 2:09
  most
• 2:10
  interesting
• 2:10
  thing
• 2:10
  was
• 2:11
  that
• 2:11
  people
• 2:11
  that
• 2:11
  were
• 2:11
  like
• 2:12
  five
• 2:12
  plus
• 2:12
  years
• 2:13
  into
• 2:13
  business
• 2:13
  making
• 2:14
  X
• 2:14
  amount
• 2:14
  of
• 2:14
  revenue
• 2:15
  were
• 2:15
  still
• 2:15
  single
• 2:16
  teams
• 2:16
  of
• 2:17
  zero
• 2:17
  because
• 2:18
  who
• 2:18
  knows
• 2:19
  what
• 2:19
  that
• 2:19
  reason
• 2:19
  is.
• 2:20
  But
• 2:20
  Like,
• 2:20
  I
• 2:21
  think
• 2:21
  that
• 2:21
  that's
• 2:21
  just
• 2:22
  like
• 2:22
  so
• 2:22
  fascinating
• 2:23
  to
• 2:23
  me.
• 2:23
  Anyways,
• 2:23
  it
• 2:23
  sparked
• 2:23
  this
• 2:24
  whole,
• 2:24
  like,
• 2:24
  I
• 2:24
  went
• 2:24
  in
• 2:24
  like,
• 2:25
  Jess
• 2:25
  mode
• 2:25
  and
• 2:25
  I
• 2:25
  just
• 2:25
  like
• 2:26
  immediately
• 2:26
  like,
• 2:26
  create,
• 2:27
  Create.
• 2:28
  That'll
• 2:28
  be
• 2:28
  exciting
• 2:29
  to
• 2:29
  kind
• 2:29
  of
• 2:29
  like
• 2:30
  bring
• 2:30
  that
• 2:30
  out.
• 2:30
  But
• 2:31
  that's
• 2:31
  like
• 2:31
  the
• 2:32
  opposite
• 2:32
  direction
• 2:33
  where
• 2:33
  I
• 2:33
  was
• 2:33
  like,
• 2:33
  oh,
• 2:33
  now
• 2:34
  that
• 2:34
  I
• 2:34
  can
• 2:34
  like
• 2:34
  open
• 2:35
  my
• 2:35
  books,
• 2:35
  I
• 2:35
  can
• 2:36
  get
• 2:36
  new
• 2:36
  clients
• 2:37
  on,
• 2:37
  which
• 2:37
  I
• 2:38
  don't
• 2:38
  actually
• 2:38
  have
• 2:38
  the
• 2:38
  capacity
• 2:39
  for
• 2:39
  new
• 2:39
  clients,
• 2:40
  which
• 2:40
  I
• 2:40
  think
• 2:40
  the
• 2:40
  universe
• 2:41
  is
• 2:41
  telling
• 2:41
  me.
• 2:42
  They're
• 2:43
  like,
• 2:43
  goodbye.
• 2:44
  Yeah,
• 2:45
  it's
• 2:45
  been
• 2:45
  wild.
• 2:45
  Wild.
• 2:46
  Q1
• 2:46
  is.
• 2:47
  I
• 2:47
  can't
• 2:47
  even.
• 2:48
  Yeah.
• 2:48
  So
• 2:48
  I'm
• 2:49
  coming
• 2:49
  off
• 2:49
  of.
• 2:49
  I
• 2:50
  know
• 2:50
  I've
• 2:50
  talked
• 2:50
  about
• 2:50
  my
• 2:50
  million
• 2:51
  dollar
• 2:51
  launch
• 2:51
  and
• 2:51
  I
• 2:51
  filled
• 2:52
  Rachel
• 2:52
  in
• 2:52
  that
• 2:52
  it
• 2:52
  actually
• 2:52
  ended
• 2:53
  up
• 2:53
  being
• 2:53
  a
• 2:53
  $2.7
• 2:54
  million
• 2:55
  launch
• 2:55
  and
• 2:55
  I'll
• 2:55
  be
• 2:56
  doing
• 2:56
  an
• 2:56
  episode,
• 2:56
  I
• 2:56
  think,
• 2:56
  in
• 2:57
  two
• 2:57
  weeks
• 2:57
  where
• 2:57
  I'm
• 2:57
  going
• 2:58
  to
• 2:58
  kind
• 2:58
  of
• 2:58
  just
• 2:58
  break
• 2:58
  it
• 2:59
  down.
• 2:59
  I
• 3:00
  actually
• 3:00
  was
• 3:00
  thinking
• 3:00
  about
• 3:00
  this.
• 3:00
  I
• 3:01
  was
• 3:01
  like,
• 3:01
  I
• 3:01
  think
• 3:01
  you
• 3:01
  should
• 3:01
  do
• 3:01
  an
• 3:01
  interview
• 3:02
  style
• 3:02
  and
• 3:02
  kind
• 3:02
  of
• 3:03
  ask
• 3:03
  me
• 3:03
  questions
• 3:04
  like,
• 3:04
  about
• 3:05
  it.
• 3:06
  But
• 3:06
  I
• 3:06
  want
• 3:06
  to
• 3:06
  be
• 3:06
  able
• 3:06
  to
• 3:06
  break
• 3:06
  it
• 3:07
  down
• 3:07
  in
• 3:07
  a
• 3:07
  way
• 3:07
  that
• 3:08
  like,
• 3:08
  even
• 3:08
  if
• 3:08
  you're
• 3:08
  not
• 3:08
  doing
• 3:09
  a
• 3:09
  $2.7
• 3:09
  million
• 3:10
  launch,
• 3:10
  you
• 3:10
  can
• 3:11
  take
• 3:11
  some
• 3:11
  of
• 3:11
  the
• 3:11
  lessons,
• 3:11
  some
• 3:12
  of
• 3:12
  the
• 3:12
  strategies
• 3:12
  that
• 3:13
  we
• 3:13
  saw
• 3:13
  work
• 3:13
  and
• 3:14
  not
• 3:14
  work
• 3:14
  for
• 3:14
  us
• 3:15
  and
• 3:15
  apply
• 3:15
  em
• 3:15
  to
• 3:16
  your
• 3:16
  business.
• 3:16
  Because
• 3:16
  it
• 3:17
  was
• 3:17
  like
• 3:18
  such
• 3:18
  a
• 3:19
  huge
• 3:20
  learning
• 3:20
  experience.
• 3:22
  Not
• 3:22
  only
• 3:22
  that,
• 3:22
  just
• 3:23
  about
• 3:23
  the
• 3:23
  volume
• 3:24
  that
• 3:24
  we
• 3:24
  brought
• 3:24
  in,
• 3:24
  but
• 3:25
  the
• 3:25
  team
• 3:25
  that
• 3:26
  I
• 3:26
  worked
• 3:26
  with
• 3:26
  was
• 3:27
  amazing.
• 3:27
  Like,
• 3:28
  yesterday,
• 3:28
  Wednesday,
• 3:29
  we
• 3:29
  closed
• 3:29
  CART
• 3:29
  officially
• 3:30
  and
• 3:30
  yesterday
• 3:31
  we
• 3:31
  had
• 3:31
  a
• 3:32
  launch
• 3:32
  celebration
• 3:32
  call,
• 3:33
  which
• 3:33
  I
• 3:33
  had
• 3:33
  never
• 3:34
  had
• 3:34
  one
• 3:34
  of
• 3:34
  those
• 3:34
  before.
• 3:36
  And
• 3:36
  basically
• 3:37
  it
• 3:37
  was
• 3:37
  supposed
• 3:37
  to
• 3:38
  be
• 3:38
  an
• 3:38
  hour
• 3:38
  call.
• 3:38
  It
• 3:38
  ended
• 3:38
  up
• 3:38
  being
• 3:39
  two
• 3:39
  and
• 3:39
  a
• 3:39
  half
• 3:39
  hours.
• 3:39
  But
• 3:39
  basically
• 3:40
  what
• 3:40
  the
• 3:40
  CEO
• 3:40
  did
• 3:41
  was
• 3:41
  he
• 3:41
  put
• 3:41
  a
• 3:41
  timer
• 3:42
  for
• 3:42
  five
• 3:42
  minutes
• 3:43
  and
• 3:43
  went
• 3:43
  through
• 3:44
  every
• 3:44
  single
• 3:45
  launch
• 3:46
  team
• 3:46
  member.
• 3:46
  There
• 3:46
  were
• 3:46
  about
• 3:47
  12
• 3:47
  of
• 3:47
  us.
• 3:48
  And
• 3:48
  for
• 3:48
  that
• 3:49
  five
• 3:49
  minutes,
• 3:49
  like,
• 3:49
  people
• 3:50
  unmuted
• 3:50
  themselves
• 3:51
  and
• 3:51
  like
• 3:51
  gave
• 3:51
  praise
• 3:52
  to
• 3:52
  that
• 3:52
  person,
• 3:52
  to
• 3:53
  what
• 3:53
  they
• 3:53
  did
• 3:53
  during
• 3:53
  the
• 3:54
  launch.
• 3:54
  And
• 3:54
  like,
• 3:55
  if
• 3:55
  we
• 3:55
  ran
• 3:55
  out
• 3:55
  of
• 3:56
  time,
• 3:56
  like
• 3:56
  we
• 3:56
  typed
• 3:57
  it
• 3:57
  in
• 3:57
  the
• 3:57
  chat
• 3:57
  and
• 3:57
  like,
• 3:57
  I
• 3:58
  printed
• 3:58
  out
• 3:58
  the
• 3:58
  chat
• 3:58
  for
• 3:58
  everybody
• 3:59
  so
• 3:59
  they
• 3:59
  could
• 3:59
  have
• 3:59
  it.
• 3:59
  And
• 4:00
  like,
• 4:00
  there
• 4:00
  were
• 4:01
  tears,
• 4:01
  there
• 4:01
  were
• 4:02
  like
• 4:02
  cries.
• 4:02
  But
• 4:02
  it
• 4:03
  was
• 4:03
  like,
• 4:03
  I
• 4:03
  think
• 4:04
  there's
• 4:04
  like,
• 4:04
  sometimes
• 4:05
  when
• 4:05
  you
• 4:05
  think
• 4:05
  about
• 4:05
  people
• 4:06
  making
• 4:06
  a
• 4:06
  lot
• 4:06
  of
• 4:06
  money
• 4:06
  in
• 4:06
  like
• 4:07
  the
• 4:07
  online
• 4:07
  space,
• 4:07
  you
• 4:07
  think
• 4:08
  like,
• 4:08
  slimy,
• 4:08
  icky,
• 4:09
  whatever.
• 4:09
  And
• 4:09
  like,
• 4:09
  this
• 4:10
  team
• 4:10
  is
• 4:10
  just
• 4:11
  so
• 4:12
  grounded,
• 4:13
  so
• 4:13
  fun.
• 4:13
  They're
• 4:13
  so
• 4:14
  successful
• 4:14
  because
• 4:14
  they're
• 4:15
  able
• 4:15
  to
• 4:15
  attract
• 4:15
  and
• 4:16
  really,
• 4:16
  really
• 4:16
  keep
• 4:16
  good
• 4:16
  talent
• 4:17
  on
• 4:17
  their
• 4:17
  team
• 4:17
  because
• 4:18
  they
• 4:18
  treat
• 4:18
  them
• 4:18
  so
• 4:18
  well.
• 4:18
  Like,
• 4:19
  they
• 4:19
  sent
• 4:19
  us
• 4:19
  like
• 4:20
  factor
• 4:20
  meals.
• 4:21
  Like,
• 4:21
  so
• 4:21
  we
• 4:21
  had
• 4:21
  food
• 4:22
  throughout
• 4:22
  the
• 4:22
  whole
• 4:22
  launch
• 4:23
  because
• 4:23
  we
• 4:23
  were
• 4:23
  like,
• 4:23
  Busy
• 4:24
  and,
• 4:24
  like,
• 4:24
  all
• 4:25
  basically
• 4:25
  living
• 4:25
  on
• 4:25
  our
• 4:25
  computer.
• 4:26
  But
• 4:26
  they
• 4:26
  really
• 4:26
  took
• 4:27
  great
• 4:27
  care
• 4:27
  of
• 4:27
  us,
• 4:27
  and
• 4:28
  their
• 4:28
  launch
• 4:28
  was
• 4:28
  very,
• 4:29
  very
• 4:29
  successful.
• 4:30
  And
• 4:30
  I
• 4:30
  learned
• 4:31
  a
• 4:31
  lot.
• 4:31
  So
• 4:31
  I
• 4:32
  can't
• 4:32
  wait
• 4:32
  to
• 4:32
  share
• 4:32
  all
• 4:33
  that.
• 4:34
  Oh,
• 4:34
  my
• 4:34
  gosh.
• 4:35
  Like,
• 4:35
  yeah,
• 4:35
  I
• 4:35
  mean,
• 4:36
  one
• 4:36
  note
• 4:36
  on
• 4:36
  that,
• 4:36
  because
• 4:37
  I
• 4:37
  think
• 4:37
  that
• 4:37
  that's
• 4:37
  so
• 4:38
  important
• 4:38
  to,
• 4:39
  like,
• 4:39
  operate
• 4:40
  as
• 4:40
  a
• 4:41
  small
• 4:41
  business,
• 4:42
  slash,
• 4:42
  like,
• 4:42
  existing
• 4:43
  business
• 4:44
  in
• 4:44
  a
• 4:44
  way
• 4:44
  that's,
• 4:44
  like,
• 4:45
  so
• 4:45
  not
• 4:45
  icky
• 4:46
  is
• 4:47
  literally,
• 4:47
  like,
• 4:48
  engraving
• 4:48
  your
• 4:49
  values
• 4:49
  into
• 4:49
  your
• 4:50
  culture.
• 4:50
  And,
• 4:50
  like,
• 4:51
  that
• 4:51
  is
• 4:51
  the
• 4:51
  prime
• 4:52
  example
• 4:52
  of
• 4:52
  that.
• 4:53
  Like,
• 4:53
  I
• 4:53
  love
• 4:54
  that.
• 4:54
  I'm
• 4:54
  so
• 4:54
  happy
• 4:55
  that
• 4:55
  you
• 4:55
  got
• 4:55
  to
• 4:55
  experience
• 4:56
  that,
• 4:56
  because
• 4:56
  I've
• 4:56
  worked
• 4:57
  at
• 4:57
  a
• 4:57
  company
• 4:57
  that
• 4:58
  that
• 4:58
  is
• 4:58
  very
• 4:58
  much
• 4:59
  like
• 4:59
  that.
• 4:59
  And
• 4:59
  it
• 4:59
  just
• 5:00
  is
• 5:00
  so
• 5:00
  different.
• 5:01
  It's
• 5:01
  so
• 5:02
  validating
• 5:03
  and
• 5:04
  all
• 5:04
  of
• 5:04
  that.
• 5:04
  So
• 5:05
  I'm
• 5:05
  so
• 5:05
  excited
• 5:05
  for
• 5:06
  you.
• 5:06
  Yeah.
• 5:06
  And
• 5:06
  I
• 5:07
  think
• 5:07
  that
• 5:07
  their
• 5:07
  values
• 5:08
  is
• 5:08
  really
• 5:08
  what
• 5:08
  made
• 5:08
  them
• 5:08
  have
• 5:09
  a
• 5:09
  successful
• 5:09
  launch.
• 5:09
  When
• 5:09
  I
• 5:10
  tell
• 5:10
  you,
• 5:10
  people
• 5:10
  were
• 5:10
  literally,
• 5:11
  like,
• 5:11
  at
• 5:11
  our
• 5:12
  free,
• 5:12
  like,
• 5:13
  top
• 5:13
  of
• 5:13
  funnel
• 5:13
  event,
• 5:14
  people
• 5:14
  were
• 5:14
  like,
• 5:14
  literally
• 5:15
  begging
• 5:15
  to
• 5:15
  get
• 5:15
  in
• 5:15
  the
• 5:16
  program
• 5:16
  because
• 5:16
  there
• 5:16
  were
• 5:16
  so
• 5:17
  much
• 5:17
  value
• 5:17
  and
• 5:17
  there
• 5:18
  was
• 5:18
  so
• 5:18
  much,
• 5:18
  like,
• 5:18
  care
• 5:19
  to
• 5:19
  take
• 5:19
  care
• 5:20
  of
• 5:20
  the
• 5:20
  people
• 5:20
  that
• 5:20
  attended.
• 5:21
  It
• 5:21
  was
• 5:22
  just
• 5:22
  crazy.
• 5:22
  And
• 5:22
  it
• 5:22
  created
• 5:22
  a
• 5:23
  ton
• 5:23
  of
• 5:23
  momentum
• 5:23
  for
• 5:23
  us
• 5:24
  to
• 5:24
  go
• 5:24
  in
• 5:24
  and
• 5:24
  really
• 5:25
  fill
• 5:25
  up
• 5:26
  the
• 5:26
  program.
• 5:26
  We
• 5:26
  actually
• 5:26
  ended
• 5:27
  up
• 5:27
  having
• 5:27
  to
• 5:28
  close
• 5:28
  our
• 5:28
  launch
• 5:28
  down
• 5:29
  early
• 5:29
  because
• 5:29
  their
• 5:30
  program
• 5:30
  director
• 5:30
  was
• 5:31
  like,
• 5:31
  it's
• 5:32
  not
• 5:32
  going
• 5:32
  to
• 5:32
  be
• 5:32
  a
• 5:32
  good
• 5:32
  experience
• 5:33
  if
• 5:33
  we
• 5:33
  get
• 5:33
  any
• 5:33
  more
• 5:34
  people
• 5:34
  into
• 5:34
  this
• 5:34
  program.
• 5:35
  And,
• 5:35
  like,
• 5:35
  people
• 5:35
  were
• 5:35
  like,
• 5:36
  we
• 5:36
  had
• 5:36
  canceled
• 5:36
  launch
• 5:36
  events.
• 5:37
  Like,
• 5:37
  we
• 5:37
  had
• 5:37
  more
• 5:38
  live
• 5:38
  things,
• 5:38
  like,
• 5:39
  lined
• 5:39
  up
• 5:39
  and
• 5:39
  we
• 5:39
  had
• 5:39
  to
• 5:39
  cancel
• 5:40
  them
• 5:40
  because
• 5:40
  we
• 5:40
  were
• 5:40
  like,
• 5:40
  we
• 5:40
  need
• 5:41
  to
• 5:41
  slow.
• 5:41
  Slow
• 5:42
  this
• 5:42
  down.
• 5:42
  So
• 5:43
  it
• 5:43
  was
• 5:43
  just
• 5:43
  a
• 5:43
  really
• 5:44
  fun
• 5:44
  and
• 5:44
  exciting
• 5:45
  launch,
• 5:45
  and
• 5:45
  I
• 5:45
  can't
• 5:45
  wait
• 5:45
  to
• 5:46
  tell
• 5:46
  you
• 5:46
  guys
• 5:46
  more
• 5:46
  about
• 5:46
  it.
• 5:47
  But
• 5:47
  today,
• 5:48
  today
• 5:49
  we're
• 5:49
  going
• 5:49
  to
• 5:49
  be
• 5:49
  talking
• 5:49
  to
• 5:50
  the
• 5:50
  secretary
• 5:50
  rerecord
• 5:51
  from
• 5:51
  our
• 5:51
  launch
• 5:52
  glitch,
• 5:52
  but
• 5:52
  we're
• 5:52
  going
• 5:52
  to
• 5:53
  be
• 5:53
  talking
• 5:53
  about
• 5:53
  our
• 5:54
  three
• 5:54
  essential
• 5:55
  marketing
• 5:56
  or
• 5:56
  email
• 5:57
  funnel
• 5:57
  that
• 5:57
  we
• 5:58
  think
• 5:58
  that
• 5:58
  every
• 5:58
  service
• 5:59
  provider
• 5:59
  or
• 6:00
  coach
• 6:00
  or
• 6:01
  dietitian
• 6:01
  or
• 6:01
  practitioner
• 6:02
  should
• 6:02
  have
• 6:03
  in
• 6:03
  their
• 6:03
  business
• 6:04
  to
• 6:04
  help
• 6:04
  them
• 6:04
  not
• 6:05
  only
• 6:05
  attract
• 6:05
  new
• 6:06
  clients,
• 6:06
  but
• 6:06
  improve
• 6:07
  client
• 6:07
  retention
• 6:08
  and
• 6:08
  increase
• 6:09
  revenue
• 6:10
  without
• 6:11
  adding
• 6:11
  more
• 6:11
  work
• 6:12
  to
• 6:12
  your
• 6:12
  plate.
• 6:13
  So
• 6:13
  this
• 6:14
  is
• 6:14
  one
• 6:14
  of
• 6:14
  Rachel's
• 6:15
  zone
• 6:15
  of
• 6:15
  genius.
• 6:15
  She's
• 6:15
  probably
• 6:16
  going
• 6:16
  to
• 6:16
  be
• 6:16
  the
• 6:16
  lead
• 6:16
  talker
• 6:17
  on
• 6:17
  this
• 6:17
  one.
• 6:18
  So
• 6:18
  I
• 6:18
  want
• 6:19
  to
• 6:19
  kind
• 6:19
  of
• 6:19
  like
• 6:20
  preface
• 6:20
  this
• 6:21
  episode
• 6:21
  with
• 6:21
  saying
• 6:22
  that
• 6:22
  sometimes
• 6:23
  when
• 6:23
  people
• 6:23
  think
• 6:23
  of
• 6:24
  email
• 6:24
  marketing,
• 6:24
  they
• 6:25
  just
• 6:25
  think
• 6:25
  of
• 6:25
  lead
• 6:26
  magnets
• 6:26
  and
• 6:26
  newsletters.
• 6:27
  But
• 6:27
  really
• 6:28
  it
• 6:28
  can
• 6:28
  be
• 6:28
  this
• 6:28
  kind
• 6:28
  of
• 6:29
  holistic
• 6:29
  approach
• 6:30
  to
• 6:30
  your
• 6:30
  business,
• 6:31
  which
• 6:31
  is
• 6:31
  where
• 6:31
  we're
• 6:31
  going
• 6:32
  to
• 6:32
  break
• 6:32
  this
• 6:32
  down
• 6:32
  at,
• 6:33
  where
• 6:33
  it
• 6:33
  is
• 6:34
  that
• 6:34
  growth
• 6:34
  and
• 6:35
  acquisition
• 6:35
  of
• 6:36
  new
• 6:36
  leads
• 6:37
  and,
• 6:37
  like,
• 6:37
  you
• 6:37
  know,
• 6:37
  Growing
• 6:38
  your
• 6:38
  email
• 6:38
  list
• 6:38
  and
• 6:38
  all
• 6:38
  of
• 6:39
  that.
• 6:39
  But
• 6:39
  it's
• 6:39
  also
• 6:40
  maintaining
• 6:40
  a
• 6:40
  client
• 6:41
  experience
• 6:42
  through,
• 6:42
  you
• 6:42
  know,
• 6:43
  that
• 6:43
  like
• 6:43
  white
• 6:43
  glove
• 6:44
  feel
• 6:44
  that,
• 6:45
  you
• 6:45
  know,
• 6:45
  constant
• 6:46
  communication
• 6:47
  or
• 6:47
  relevant
• 6:48
  communication
• 6:48
  from
• 6:49
  like
• 6:49
  onboarding
• 6:50
  on.
• 6:51
  And
• 6:51
  then
• 6:51
  it's
• 6:51
  also
• 6:51
  that
• 6:52
  like
• 6:52
  retention
• 6:53
  and
• 6:53
  customer
• 6:54
  lifetime
• 6:54
  value
• 6:55
  expansion
• 6:56
  through
• 6:56
  like
• 6:56
  upsells,
• 6:57
  downsells
• 6:58
  and
• 6:58
  smart
• 6:58
  automations.
• 6:59
  Typically
• 7:00
  what
• 7:00
  I
• 7:00
  think
• 7:00
  people
• 7:01
  see
• 7:01
  from
• 7:02
  an
• 7:02
  email
• 7:02
  side
• 7:02
  is
• 7:02
  that
• 7:03
  they
• 7:03
  skip
• 7:03
  those
• 7:04
  last
• 7:04
  two
• 7:04
  and
• 7:04
  they
• 7:05
  just
• 7:05
  focus
• 7:05
  on
• 7:05
  like
• 7:06
  growing
• 7:06
  and
• 7:07
  growing
• 7:07
  and
• 7:07
  growing
• 7:08
  the
• 7:08
  list
• 7:08
  and
• 7:08
  really
• 7:09
  don't
• 7:09
  put
• 7:09
  any
• 7:10
  emphasis
• 7:10
  on
• 7:10
  the
• 7:11
  client
• 7:11
  experience
• 7:11
  which
• 7:12
  is
• 7:12
  going
• 7:12
  to
• 7:12
  in
• 7:13
  turn
• 7:13
  feed
• 7:14
  that
• 7:14
  top
• 7:14
  of
• 7:15
  funnel
• 7:15
  and
• 7:15
  all
• 7:15
  of
• 7:15
  that.
• 7:16
  So
• 7:16
  I
• 7:16
  want
• 7:17
  to
• 7:17
  put
• 7:17
  this
• 7:17
  out
• 7:18
  there
• 7:18
  that
• 7:18
  this
• 7:18
  is
• 7:18
  what
• 7:18
  we're
• 7:19
  saying
• 7:19
  when
• 7:19
  it
• 7:19
  comes
• 7:20
  to
• 7:20
  that
• 7:20
  like
• 7:20
  ecosystem,
• 7:21
  like
• 7:21
  this
• 7:22
  holistic
• 7:22
  approach
• 7:23
  to
• 7:23
  your
• 7:23
  marketing
• 7:24
  using
• 7:24
  a
• 7:24
  single
• 7:25
  platform.
• 7:25
  And
• 7:25
  you
• 7:26
  know,
• 7:26
  we
• 7:26
  don't
• 7:26
  always
• 7:26
  talk
• 7:26
  about
• 7:26
  single
• 7:27
  platforms,
• 7:27
  but
• 7:27
  like
• 7:28
  email
• 7:28
  marketing
• 7:28
  obviously
• 7:29
  is
• 7:29
  my
• 7:29
  platform
• 7:29
  of
• 7:30
  my
• 7:30
  preferred
• 7:31
  platform.
• 7:31
  But
• 7:31
  I
• 7:32
  just
• 7:32
  think
• 7:32
  this
• 7:32
  is
• 7:32
  really
• 7:33
  like
• 7:33
  going
• 7:33
  into
• 7:34
  this
• 7:34
  episode
• 7:34
  having
• 7:35
  that
• 7:35
  is
• 7:35
  like
• 7:35
  in
• 7:35
  your
• 7:36
  mind
• 7:36
  of
• 7:36
  what
• 7:36
  how
• 7:36
  we're
• 7:37
  talking
• 7:37
  about
• 7:37
  this
• 7:37
  is
• 7:38
  really,
• 7:38
  really
• 7:38
  important.
• 7:39
  So
• 7:39
  we're
• 7:39
  starting
• 7:39
  with
• 7:40
  trade
• 7:40
  one,
• 7:40
  which
• 7:40
  is
• 7:40
  how
• 7:41
  do
• 7:41
  you
• 7:41
  attract
• 7:41
  and
• 7:42
  bring
• 7:42
  new
• 7:43
  qualified
• 7:43
  leads
• 7:44
  into
• 7:45
  your
• 7:45
  audience?
• 7:46
  So
• 7:47
  last
• 7:47
  episode
• 7:48
  we
• 7:48
  talked
• 7:48
  about
• 7:48
  the
• 7:49
  align
• 7:49
  leads
• 7:49
  formula
• 7:50
  where
• 7:50
  Rachel
• 7:50
  really
• 7:51
  went
• 7:51
  deep
• 7:51
  into
• 7:52
  her
• 7:52
  framework
• 7:53
  for
• 7:53
  how
• 7:54
  to
• 7:54
  attract
• 7:54
  the
• 7:55
  right
• 7:55
  customers
• 7:56
  that
• 7:56
  are
• 7:56
  ready
• 7:56
  to
• 7:56
  buy
• 7:57
  or
• 7:57
  will
• 7:57
  be
• 7:58
  ready
• 7:58
  to
• 7:58
  buy
• 7:59
  your
• 7:59
  products
• 7:59
  or
• 7:59
  services.
• 8:00
  So
• 8:01
  let's
• 8:01
  talk
• 8:01
  about
• 8:01
  the
• 8:01
  lead
• 8:02
  magnet
• 8:02
  funnel
• 8:02
  first.
• 8:03
  Yeah,
• 8:03
  so
• 8:04
  the
• 8:04
  first
• 8:04
  funnel
• 8:05
  or
• 8:05
  the
• 8:05
  essential
• 8:06
  funnel
• 8:06
  is
• 8:06
  your
• 8:06
  funnel
• 8:07
  for
• 8:07
  growth.
• 8:08
  So
• 8:08
  how
• 8:08
  you
• 8:08
  grow
• 8:08
  the
• 8:09
  list.
• 8:09
  I
• 8:10
  think
• 8:10
  this
• 8:10
  is
• 8:10
  really
• 8:10
  important
• 8:11
  that
• 8:11
  we
• 8:11
  are
• 8:12
  looking
• 8:12
  at
• 8:12
  a
• 8:13
  quality
• 8:13
  versus
• 8:14
  a
• 8:14
  quantity.
• 8:15
  So
• 8:16
  we
• 8:16
  may
• 8:16
  be
• 8:16
  echoing
• 8:17
  exactly
• 8:17
  what
• 8:18
  I
• 8:18
  said
• 8:18
  in
• 8:18
  last
• 8:18
  week's
• 8:19
  episode,
• 8:19
  but
• 8:19
  it
• 8:20
  really
• 8:20
  is
• 8:20
  saying
• 8:21
  that
• 8:21
  we
• 8:21
  are
• 8:21
  distinguishing
• 8:22
  from
• 8:23
  your
• 8:23
  social
• 8:23
  following
• 8:24
  or
• 8:24
  whatever
• 8:24
  your
• 8:25
  your
• 8:25
  top
• 8:25
  top
• 8:26
  funnel
• 8:26
  is
• 8:27
  and
• 8:27
  saying
• 8:27
  we're
• 8:28
  taking
• 8:28
  followers
• 8:29
  and
• 8:29
  we're
• 8:29
  shaking
• 8:29
  them
• 8:30
  out
• 8:30
  and
• 8:30
  getting
• 8:30
  your
• 8:31
  actual
• 8:31
  leads
• 8:32
  from
• 8:32
  those.
• 8:33
  So
• 8:33
  we're
• 8:33
  saying
• 8:34
  that
• 8:34
  these
• 8:35
  people
• 8:35
  who
• 8:35
  we're
• 8:36
  going
• 8:36
  to
• 8:36
  be
• 8:36
  attracting,
• 8:37
  they're
• 8:37
  going
• 8:38
  to
• 8:38
  be
• 8:38
  the
• 8:38
  most
• 8:38
  qualified
• 8:39
  to
• 8:40
  then
• 8:40
  at
• 8:40
  least
• 8:40
  purchase.
• 8:41
  So
• 8:41
  this
• 8:41
  is
• 8:42
  not
• 8:42
  the
• 8:42
  people
• 8:42
  that
• 8:42
  are
• 8:42
  lurking
• 8:43
  and
• 8:43
  just
• 8:44
  consuming
• 8:44
  all
• 8:45
  of
• 8:45
  your
• 8:45
  free
• 8:45
  content
• 8:46
  or
• 8:46
  the
• 8:46
  people
• 8:46
  that
• 8:47
  will
• 8:47
  never,
• 8:47
  ever,
• 8:47
  ever
• 8:48
  buy.
• 8:48
  I
• 8:48
  think
• 8:48
  there's
• 8:49
  a
• 8:49
  misconception
• 8:50
  in
• 8:50
  like
• 8:50
  I
• 8:51
  just
• 8:51
  want
• 8:51
  X
• 8:51
  amount
• 8:51
  of
• 8:52
  people
• 8:52
  on
• 8:52
  my
• 8:53
  email
• 8:53
  list
• 8:53
  because
• 8:54
  FOMO
• 8:55
  or
• 8:55
  whatever
• 8:55
  that
• 8:55
  feeling
• 8:56
  is
• 8:56
  that
• 8:56
  you
• 8:57
  want
• 8:57
  to
• 8:57
  hit
• 8:57
  that
• 8:58
  vanity
• 8:58
  metric
• 8:59
  of
• 8:59
  your
• 9:00
  email
• 9:00
  list
• 9:00
  of
• 9:00
  like
• 9:01
  10,000
• 9:01
  subscribers
• 9:02
  or
• 9:02
  thousand
• 9:02
  plus
• 9:03
  subscribers.
• 9:04
  It's
• 9:04
  not
• 9:05
  actually
• 9:05
  going
• 9:05
  to
• 9:06
  result
• 9:06
  in
• 9:07
  a
• 9:07
  successful
• 9:08
  converting
• 9:09
  email
• 9:09
  list.
• 9:10
  So
• 9:11
  really
• 9:11
  making
• 9:11
  sure
• 9:12
  that
• 9:12
  your
• 9:12
  lead
• 9:13
  magnet
• 9:13
  funnel
• 9:14
  is
• 9:15
  optimized
• 9:16
  it's
• 9:16
  targeted
• 9:17
  and
• 9:18
  that
• 9:18
  it's
• 9:18
  actually
• 9:19
  going
• 9:19
  to
• 9:19
  be
• 9:19
  converting
• 9:20
  because
• 9:20
  that's
• 9:21
  so,
• 9:22
  so
• 9:22
  important.
• 9:22
  Yeah,
• 9:23
  I
• 9:23
  think
• 9:23
  there's
• 9:23
  just
• 9:24
  this
• 9:24
  like
• 9:24
  common
• 9:25
  misconception
• 9:25
  where
• 9:25
  people
• 9:26
  like
• 9:26
  just
• 9:26
  create
• 9:26
  a
• 9:27
  freebie
• 9:27
  to
• 9:28
  have
• 9:28
  a
• 9:28
  freebie
• 9:29
  out
• 9:29
  there
• 9:30
  or
• 9:30
  because
• 9:30
  we're
• 9:31
  service
• 9:31
  providers,
• 9:31
  we
• 9:31
  want
• 9:32
  to
• 9:32
  give.
• 9:32
  Like
• 9:32
  I
• 9:32
  am
• 9:33
  so
• 9:33
  guilty
• 9:33
  of
• 9:33
  this.
• 9:33
  Like
• 9:33
  I
• 9:34
  have
• 9:34
  a
• 9:34
  stack
• 9:34
  of
• 9:35
  like
• 9:35
  free
• 9:36
  things
• 9:36
  that
• 9:36
  I
• 9:36
  have
• 9:37
  just
• 9:37
  built
• 9:37
  because
• 9:37
  I
• 9:37
  think
• 9:38
  they'll
• 9:38
  be
• 9:38
  cool
• 9:38
  and
• 9:38
  useful
• 9:39
  for
• 9:39
  people.
• 9:40
  But
• 9:41
  I
• 9:41
  have
• 9:42
  to
• 9:42
  remind
• 9:42
  myself
• 9:42
  that
• 9:42
  the
• 9:42
  goal
• 9:43
  of
• 9:43
  my
• 9:43
  job
• 9:43
  is
• 9:44
  to
• 9:44
  generate
• 9:44
  money
• 9:45
  and
• 9:45
  that
• 9:45
  if
• 9:45
  these
• 9:46
  lead
• 9:46
  magnets
• 9:46
  do
• 9:47
  not
• 9:47
  have
• 9:47
  a
• 9:47
  purpose
• 9:48
  in
• 9:48
  my
• 9:48
  marketing
• 9:49
  ecosystem,
• 9:49
  then
• 9:49
  they're
• 9:49
  really
• 9:50
  just
• 9:50
  kind
• 9:50
  of
• 9:50
  creating
• 9:51
  noise.
• 9:51
  And
• 9:52
  so
• 9:52
  how
• 9:52
  can
• 9:52
  I
• 9:53
  create
• 9:53
  something
• 9:53
  that
• 9:54
  will
• 9:54
  not
• 9:54
  only
• 9:54
  benefit
• 9:55
  my
• 9:55
  customer
• 9:56
  and
• 9:56
  be
• 9:56
  like,
• 9:57
  wow,
• 9:57
  this
• 9:57
  is
• 9:57
  so
• 9:58
  helpful
• 9:58
  and
• 9:58
  useful
• 9:59
  and
• 9:59
  I
• 9:59
  want
• 10:00
  more
• 10:01
  and
• 10:01
  something
• 10:02
  that
• 10:02
  like
• 10:02
  I
• 10:02
  want
• 10:03
  to
• 10:03
  create
• 10:03
  and
• 10:03
  that's
• 10:03
  going
• 10:03
  to
• 10:03
  help
• 10:04
  like
• 10:04
  grow
• 10:04
  my
• 10:04
  business.
• 10:05
  So
• 10:05
  I
• 10:05
  think
• 10:06
  that's
• 10:06
  kind
• 10:06
  of
• 10:06
  like
• 10:06
  the
• 10:06
  biggest
• 10:07
  mistake
• 10:07
  that
• 10:07
  I
• 10:08
  see
• 10:08
  with
• 10:08
  lead
• 10:08
  magnets.
• 10:09
  Definitely
• 10:09
  having
• 10:10
  that
• 10:10
  like
• 10:10
  viral
• 10:11
  type
• 10:12
  lead
• 10:12
  magnet
• 10:12
  that's
• 10:13
  just
• 10:13
  going
• 10:13
  to
• 10:13
  like
• 10:13
  get
• 10:14
  everybody
• 10:14
  on
• 10:14
  your
• 10:14
  list.
• 10:14
  Like
• 10:15
  you
• 10:15
  don't
• 10:15
  want
• 10:15
  everybody
• 10:16
  on
• 10:16
  your
• 10:16
  list.
• 10:16
  Like
• 10:17
  you
• 10:17
  really,
• 10:18
  really
• 10:18
  don't.
• 10:19
  That
• 10:19
  is
• 10:20
  I
• 10:20
  think
• 10:20
  the
• 10:20
  first
• 10:21
  thing.
• 10:21
  And
• 10:21
  then
• 10:22
  like
• 10:22
  I'll
• 10:22
  say
• 10:22
  again
• 10:23
  for
• 10:23
  like
• 10:23
  the
• 10:24
  free
• 10:24
  resources
• 10:25
  and
• 10:25
  over
• 10:25
  educating
• 10:26
  kind
• 10:26
  of
• 10:26
  like
• 10:26
  what
• 10:26
  you
• 10:26
  were
• 10:26
  saying
• 10:27
  with
• 10:27
  like
• 10:27
  a
• 10:27
  service
• 10:28
  provider.
• 10:29
  It's
• 10:29
  so
• 10:30
  interesting
• 10:31
  to
• 10:31
  think
• 10:31
  like
• 10:32
  if
• 10:32
  you
• 10:32
  sit
• 10:32
  there
• 10:32
  and
• 10:32
  like
• 10:33
  really
• 10:33
  analyze
• 10:34
  like
• 10:35
  your
• 10:35
  lead
• 10:35
  magnet
• 10:36
  and
• 10:36
  you're
• 10:37
  thinking
• 10:37
  I'm
• 10:37
  giving
• 10:37
  away
• 10:38
  all
• 10:38
  of
• 10:38
  this
• 10:38
  information,
• 10:39
  the
• 10:40
  person
• 10:40
  that's
• 10:40
  going
• 10:40
  to
• 10:41
  be
• 10:41
  hiring
• 10:41
  you.
• 10:42
  So
• 10:42
  let's
• 10:42
  say
• 10:42
  that
• 10:43
  stage
• 10:43
  of
• 10:43
  awareness
• 10:44
  of
• 10:44
  where
• 10:44
  they're
• 10:44
  solution
• 10:45
  aware,
• 10:45
  they're
• 10:46
  coming
• 10:46
  in
• 10:46
  and
• 10:46
  they're
• 10:47
  saying
• 10:48
  I'm
• 10:48
  not
• 10:48
  going
• 10:48
  to
• 10:48
  do
• 10:49
  this
• 10:49
  myself.
• 10:50
  Like
• 10:50
  I
• 10:51
  don't
• 10:51
  have
• 10:51
  the
• 10:51
  time
• 10:51
  to
• 10:51
  do
• 10:51
  this
• 10:52
  myself.
• 10:52
  Sure
• 10:53
  I
• 10:53
  want
• 10:53
  a
• 10:53
  little
• 10:53
  bit
• 10:54
  of
• 10:54
  education
• 10:54
  on
• 10:55
  the
• 10:55
  overall
• 10:56
  concept
• 10:57
  of
• 10:57
  it.
• 10:57
  But
• 10:58
  like
• 10:58
  the
• 10:58
  biggest
• 10:59
  mistake
• 10:59
  I
• 10:59
  see
• 10:59
  is
• 10:59
  where
• 11:00
  people
• 11:00
  just
• 11:00
  like
• 11:01
  give
• 11:01
  the
• 11:01
  process
• 11:01
  away
• 11:02
  and
• 11:02
  they're
• 11:02
  like,
• 11:02
  yeah,
• 11:02
  you're
• 11:03
  going
• 11:03
  to
• 11:03
  do
• 11:03
  this
• 11:03
  and
• 11:03
  you're
• 11:04
  going
• 11:04
  to
• 11:04
  do
• 11:04
  this
• 11:04
  and
• 11:04
  you're
• 11:04
  going
• 11:04
  to
• 11:05
  do
• 11:05
  this
• 11:05
  like
• 11:05
  10
• 11:05
  step
• 11:06
  guide
• 11:06
  to
• 11:06
  do
• 11:06
  that.
• 11:07
  And
• 11:07
  like
• 11:08
  at
• 11:08
  the
• 11:08
  end
• 11:08
  of
• 11:08
  the
• 11:08
  day,
• 11:09
  like
• 11:09
  the
• 11:09
  person
• 11:10
  who's
• 11:10
  going
• 11:10
  to
• 11:10
  be
• 11:10
  saying
• 11:11
  actually
• 11:11
  just
• 11:11
  take
• 11:12
  my
• 11:12
  money
• 11:12
  and
• 11:12
  do
• 11:13
  this,
• 11:13
  that's
• 11:13
  such
• 11:14
  a
• 11:14
  waste
• 11:14
  of
• 11:14
  their
• 11:14
  time.
• 11:15
  Like
• 11:15
  you
• 11:15
  need
• 11:15
  to
• 11:15
  be
• 11:15
  validating,
• 11:16
  like
• 11:16
  hey,
• 11:17
  you
• 11:17
  don't
• 11:17
  actually
• 11:17
  have
• 11:17
  time
• 11:18
  to
• 11:18
  do
• 11:18
  this.
• 11:18
  You
• 11:18
  need
• 11:19
  to
• 11:19
  be
• 11:19
  in
• 11:19
  the
• 11:19
  zone
• 11:19
  of
• 11:20
  yours.
• 11:20
  Like
• 11:20
  you're
• 11:20
  genius
• 11:21
  and
• 11:21
  this
• 11:21
  and
• 11:21
  that
• 11:21
  and
• 11:22
  that.
• 11:22
  So
• 11:23
  biggest
• 11:23
  mistake
• 11:24
  when
• 11:24
  it
• 11:24
  comes
• 11:24
  to
• 11:24
  lead
• 11:24
  magnets
• 11:25
  is
• 11:25
  just
• 11:25
  not
• 11:26
  positioning
• 11:26
  it
• 11:27
  correctly.
• 11:28
  Yeah,
• 11:29
  yeah.
• 11:29
  So
• 11:29
  I
• 11:29
  think
• 11:30
  one
• 11:30
  of
• 11:30
  the
• 11:30
  second
• 11:30
  mistakes,
• 11:31
  let's
• 11:31
  just
• 11:31
  go
• 11:31
  through
• 11:32
  mistakes,
• 11:32
  is
• 11:33
  just
• 11:33
  having
• 11:33
  your
• 11:33
  magnet
• 11:34
  out
• 11:34
  there
• 11:34
  and
• 11:34
  we
• 11:34
  talked
• 11:35
  about
• 11:35
  this
• 11:35
  week
• 11:35
  and
• 11:36
  that
• 11:36
  not
• 11:36
  doing
• 11:37
  like
• 11:37
  having
• 11:37
  them
• 11:38
  opt
• 11:38
  in,
• 11:38
  you
• 11:38
  deliver
• 11:39
  the
• 11:39
  lead
• 11:39
  magnet
• 11:39
  and
• 11:40
  then
• 11:40
  boom,
• 11:40
  you
• 11:40
  ghost
• 11:41
  them.
• 11:41
  Nothing
• 11:41
  happens.
• 11:42
  Yeah,
• 11:43
  very
• 11:43
  interesting
• 11:44
  enough
• 11:44
  in
• 11:44
  that
• 11:45
  survey,
• 11:45
  the
• 11:45
  state
• 11:45
  of
• 11:46
  the
• 11:46
  business
• 11:46
  again
• 11:46
  linked
• 11:47
  in
• 11:47
  the
• 11:47
  show
• 11:47
  notes
• 11:48
  is
• 11:48
  they
• 11:49
  say
• 11:49
  that
• 11:49
  the
• 11:49
  time
• 11:50
  to
• 11:50
  conversion
• 11:51
  is
• 11:51
  within
• 11:52
  that
• 11:52
  like
• 11:52
  four
• 11:52
  to
• 11:53
  six
• 11:53
  to
• 11:53
  eight
• 11:54
  week
• 11:54
  marks,
• 11:55
  which
• 11:55
  I
• 11:55
  think
• 11:55
  is
• 11:56
  really,
• 11:56
  really
• 11:56
  fascinating
• 11:57
  that
• 11:58
  so
• 11:58
  many
• 11:58
  times
• 11:58
  people
• 11:59
  create
• 11:59
  this
• 11:59
  like
• 11:59
  nurture
• 12:00
  sequence
• 12:00
  that
• 12:01
  like
• 12:01
  immediately
• 12:02
  asks
• 12:02
  for
• 12:02
  the
• 12:03
  conversion.
• 12:04
  And
• 12:04
  that
• 12:04
  is
• 12:04
  not
• 12:05
  ever
• 12:05
  the
• 12:05
  case
• 12:05
  where
• 12:06
  you
• 12:06
  have
• 12:06
  the
• 12:06
  tortoise
• 12:07
  and
• 12:07
  you
• 12:07
  have
• 12:07
  the
• 12:07
  hair,
• 12:08
  where
• 12:08
  the
• 12:08
  tortoise.
• 12:09
  Where
• 12:09
  your
• 12:09
  email
• 12:10
  list
• 12:10
  is
• 12:10
  like
• 12:10
  designed
• 12:11
  to
• 12:11
  nurture,
• 12:12
  they're
• 12:12
  probably
• 12:13
  not
• 12:13
  going
• 12:13
  to
• 12:13
  convert
• 12:14
  in
• 12:14
  that
• 12:14
  first
• 12:15
  like
• 12:15
  seven
• 12:15
  day
• 12:15
  window.
• 12:16
  So
• 12:16
  all
• 12:16
  of
• 12:17
  these
• 12:17
  email
• 12:17
  templates
• 12:18
  that
• 12:18
  everybody
• 12:19
  sells
• 12:19
  that
• 12:19
  are
• 12:19
  like
• 12:20
  five
• 12:20
  emails
• 12:21
  that
• 12:21
  you're
• 12:21
  going
• 12:21
  to
• 12:21
  deliver
• 12:22
  one
• 12:22
  day
• 12:22
  after
• 12:23
  the
• 12:23
  next
• 12:23
  day
• 12:23
  after
• 12:23
  the
• 12:23
  next
• 12:24
  day,
• 12:24
  like
• 12:24
  it
• 12:24
  really
• 12:25
  isn't
• 12:25
  going
• 12:25
  to
• 12:25
  convert
• 12:26
  that
• 12:26
  many
• 12:27
  people
• 12:27
  because
• 12:28
  of
• 12:28
  the
• 12:28
  way
• 12:29
  that
• 12:29
  people
• 12:29
  actually
• 12:30
  consume
• 12:31
  and
• 12:32
  like
• 12:32
  go
• 12:32
  through
• 12:32
  that
• 12:33
  awareness
• 12:33
  cycle.
• 12:34
  That
• 12:34
  to
• 12:35
  me
• 12:35
  I
• 12:35
  think
• 12:35
  is
• 12:36
  a
• 12:36
  bigger
• 12:36
  mistake
• 12:37
  than
• 12:37
  just
• 12:37
  not
• 12:37
  having
• 12:39
  a
• 12:39
  nurture
• 12:39
  sequence
• 12:40
  at
• 12:40
  all.
• 12:40
  So
• 12:40
  one,
• 12:41
  don't
• 12:41
  ghost
• 12:41
  your,
• 12:42
  your
• 12:42
  people
• 12:42
  who
• 12:42
  have
• 12:42
  opted
• 12:43
  into
• 12:43
  your
• 12:43
  list
• 12:44
  to
• 12:44
  make
• 12:45
  sure
• 12:45
  you're
• 12:45
  aware
• 12:46
  of
• 12:46
  how
• 12:47
  that
• 12:47
  funnel
• 12:48
  is
• 12:48
  designed
• 12:48
  from
• 12:49
  your
• 12:49
  own
• 12:50
  buyer
• 12:50
  behavior.
• 12:51
  And
• 12:51
  if
• 12:51
  you
• 12:52
  know
• 12:52
  people,
• 12:52
  it
• 12:53
  takes
• 12:53
  14
• 12:54
  touch
• 12:54
  points
• 12:54
  before
• 12:55
  they
• 12:55
  actually
• 12:55
  convert.
• 12:56
  How
• 12:56
  do
• 12:57
  we
• 12:57
  reverse
• 12:57
  engineer
• 12:58
  that
• 12:58
  so
• 12:58
  that
• 12:58
  your
• 12:58
  sequence
• 12:59
  is
• 12:59
  supported
• 13:00
  by
• 13:00
  what
• 13:00
  you're
• 13:00
  doing
• 13:00
  on
• 13:01
  social,
• 13:01
  by
• 13:01
  what
• 13:01
  you're
• 13:01
  doing
• 13:02
  in
• 13:02
  your
• 13:02
  blogs
• 13:02
  and
• 13:03
  all
• 13:03
  of
• 13:03
  that.
• 13:03
  So
• 13:04
  yeah,
• 13:04
  I
• 13:04
  see
• 13:04
  this
• 13:04
  like
• 13:05
  mistake
• 13:05
  or
• 13:05
  kind
• 13:05
  of
• 13:06
  this.
• 13:06
  I
• 13:06
  don't
• 13:06
  even
• 13:06
  know
• 13:07
  it's
• 13:07
  a
• 13:07
  mistake
• 13:07
  or
• 13:07
  misconception
• 13:08
  that
• 13:08
  like,
• 13:09
  especially
• 13:09
  when
• 13:09
  you're
• 13:09
  doing
• 13:10
  a
• 13:10
  launch,
• 13:10
  like
• 13:11
  you're
• 13:11
  probably
• 13:12
  not
• 13:12
  converting
• 13:13
  the
• 13:13
  people
• 13:13
  that
• 13:13
  like
• 13:14
  your
• 13:14
  reel
• 13:15
  is
• 13:15
  going
• 13:15
  to
• 13:15
  right
• 13:16
  now.
• 13:16
  You're
• 13:16
  converting
• 13:17
  the
• 13:17
  people
• 13:17
  that
• 13:17
  have
• 13:17
  started
• 13:18
  interacting
• 13:18
  with
• 13:18
  you
• 13:19
  maybe
• 13:19
  during
• 13:19
  your
• 13:19
  last
• 13:20
  launch.
• 13:21
  And
• 13:21
  that's
• 13:21
  why
• 13:21
  it's
• 13:21
  important
• 13:22
  to
• 13:22
  kind
• 13:22
  of
• 13:22
  like
• 13:22
  launch
• 13:23
  and
• 13:23
  then
• 13:23
  launch
• 13:23
  again
• 13:24
  so
• 13:24
  that
• 13:24
  you're
• 13:24
  building
• 13:25
  momentum
• 13:25
  or
• 13:26
  have
• 13:27
  a
• 13:27
  really
• 13:27
  long
• 13:27
  Runway
• 13:28
  so
• 13:28
  that
• 13:28
  you
• 13:29
  position
• 13:29
  your
• 13:29
  lead
• 13:29
  magnet
• 13:30
  that
• 13:30
  four
• 13:30
  to
• 13:31
  six
• 13:31
  weeks.
• 13:31
  That's
• 13:31
  normally
• 13:32
  when
• 13:32
  we
• 13:32
  like
• 13:33
  recommend
• 13:33
  releasing
• 13:34
  it
• 13:34
  before.
• 13:35
  And
• 13:35
  you're
• 13:35
  really
• 13:36
  promoting
• 13:36
  those,
• 13:36
  getting
• 13:37
  those
• 13:37
  people
• 13:37
  into
• 13:37
  your
• 13:38
  funnel
• 13:38
  now,
• 13:38
  sending
• 13:39
  them
• 13:39
  those
• 13:39
  nurture
• 13:39
  emails,
• 13:40
  getting
• 13:40
  them
• 13:40
  ready
• 13:40
  and
• 13:41
  warm
• 13:41
  to
• 13:41
  buy
• 13:41
  so
• 13:41
  that
• 13:42
  when
• 13:42
  you
• 13:42
  do
• 13:42
  open
• 13:42
  cartoons,
• 13:43
  they're
• 13:43
  ready.
• 13:44
  You
• 13:44
  can't
• 13:44
  just
• 13:44
  turn
• 13:45
  it
• 13:45
  on
• 13:45
  the
• 13:45
  week
• 13:45
  of
• 13:45
  launch
• 13:46
  and
• 13:46
  expect
• 13:47
  that
• 13:47
  people
• 13:47
  are
• 13:48
  going
• 13:48
  to
• 13:48
  be
• 13:48
  ready
• 13:48
  to
• 13:48
  buy.
• 13:49
  I
• 13:49
  mean
• 13:49
  there'll
• 13:49
  be
• 13:49
  a
• 13:50
  couple,
• 13:50
  but
• 13:50
  you're
• 13:51
  going
• 13:51
  to
• 13:51
  see
• 13:51
  a
• 13:51
  lot
• 13:51
  more
• 13:52
  results.
• 13:52
  If
• 13:53
  you're
• 13:53
  working
• 13:53
  on
• 13:54
  building
• 13:54
  that
• 13:54
  email
• 13:55
  list
• 13:55
  in
• 13:55
  between
• 13:55
  launches
• 13:56
  or
• 13:56
  giving
• 13:57
  yourself
• 13:57
  a
• 13:57
  really
• 13:58
  big
• 13:58
  Runway
• 13:58
  period.
• 13:59
  I
• 14:00
  think
• 14:00
  that
• 14:00
  the,
• 14:01
  or
• 14:01
  if
• 14:02
  you
• 14:02
  know
• 14:02
  this
• 14:02
  like
• 14:02
  some
• 14:03
  like
• 14:03
  saying
• 14:03
  this
• 14:03
  and
• 14:03
  I'm
• 14:03
  like,
• 14:03
  well
• 14:04
  our
• 14:04
  million
• 14:04
  dollar
• 14:04
  launch
• 14:04
  we
• 14:05
  like
• 14:05
  started
• 14:05
  promoting
• 14:06
  like
• 14:06
  three.
• 14:06
  It
• 14:06
  was
• 14:06
  cold
• 14:07
  lead
• 14:07
  ads.
• 14:08
  But
• 14:08
  when
• 14:08
  I
• 14:09
  tell
• 14:09
  you
• 14:09
  we
• 14:09
  did
• 14:09
  a
• 14:10
  morning
• 14:10
  and
• 14:10
  a
• 14:10
  night
• 14:11
  masterclass
• 14:12
  that
• 14:12
  probably
• 14:12
  we
• 14:13
  could
• 14:13
  have
• 14:13
  charged
• 14:14
  like
• 14:14
  800
• 14:14
  dol
• 14:15
  dollars
• 14:15
  for
• 14:15
  free
• 14:16
  and
• 14:16
  we're
• 14:17
  able
• 14:17
  to
• 14:17
  accelerate
• 14:18
  those.
• 14:19
  And
• 14:19
  then
• 14:19
  we
• 14:19
  did
• 14:19
  a
• 14:19
  two
• 14:19
  full
• 14:20
  day
• 14:20
  boot
• 14:20
  camp
• 14:21
  before
• 14:21
  we
• 14:21
  presented
• 14:22
  an
• 14:22
  offer.
• 14:22
  So
• 14:22
  it's
• 14:23
  like
• 14:23
  even
• 14:23
  though
• 14:24
  we
• 14:24
  only
• 14:24
  had
• 14:25
  like
• 14:25
  a
• 14:25
  three
• 14:25
  week
• 14:26
  ramp
• 14:26
  up
• 14:26
  period,
• 14:27
  like
• 14:27
  we
• 14:28
  delivered
• 14:28
  so
• 14:28
  much
• 14:29
  value,
• 14:29
  so
• 14:30
  much
• 14:30
  connection
• 14:31
  like
• 14:31
  that
• 14:31
  those
• 14:32
  people
• 14:32
  were
• 14:32
  begging
• 14:33
  to
• 14:33
  buy
• 14:33
  by
• 14:33
  the
• 14:33
  time
• 14:33
  we
• 14:34
  opened
• 14:34
  the
• 14:34
  cart.
• 14:34
  But
• 14:34
  it's
• 14:34
  like
• 14:35
  you
• 14:35
  kind
• 14:35
  of
• 14:35
  have
• 14:35
  to
• 14:35
  know
• 14:36
  your
• 14:36
  audience
• 14:36
  and
• 14:36
  where
• 14:36
  you're
• 14:37
  positioned
• 14:37
  in
• 14:37
  order
• 14:38
  to
• 14:38
  to
• 14:38
  do
• 14:39
  that.
• 14:39
  If
• 14:39
  you're
• 14:39
  going
• 14:39
  to
• 14:39
  be
• 14:39
  running
• 14:40
  ads
• 14:40
  and
• 14:40
  you're
• 14:40
  going
• 14:40
  to
• 14:41
  need
• 14:41
  to.
• 14:41
  It's
• 14:41
  going
• 14:41
  to
• 14:41
  be
• 14:42
  cold
• 14:42
  audience
• 14:42
  people,
• 14:43
  you're
• 14:43
  going
• 14:43
  to
• 14:43
  have
• 14:43
  to
• 14:43
  do
• 14:43
  a
• 14:43
  lot
• 14:44
  more
• 14:44
  nurturing
• 14:44
  than
• 14:45
  people.
• 14:45
  If
• 14:45
  you
• 14:45
  just.
• 14:47
  If
• 14:47
  you
• 14:47
  regularly
• 14:47
  send
• 14:48
  out
• 14:48
  an
• 14:48
  email
• 14:48
  newsletter
• 14:48
  list
• 14:49
  and
• 14:49
  you're
• 14:49
  nurturing
• 14:49
  people
• 14:50
  all
• 14:50
  the
• 14:50
  time
• 14:50
  and
• 14:50
  then
• 14:50
  you
• 14:51
  decide
• 14:51
  to
• 14:51
  open
• 14:51
  cart
• 14:52
  like
• 14:52
  then
• 14:52
  those
• 14:52
  people
• 14:53
  will
• 14:53
  be
• 14:53
  ready.
• 14:53
  So
• 14:54
  it's
• 14:54
  all
• 14:54
  about
• 14:54
  knowing
• 14:55
  your
• 14:55
  audience
• 14:55
  and
• 14:55
  making
• 14:55
  your
• 14:56
  strategy
• 14:56
  kind
• 14:56
  of
• 14:56
  very
• 14:57
  customized
• 14:58
  to
• 14:58
  you.
• 14:59
  Which
• 14:59
  I
• 14:59
  think
• 14:59
  brings
• 15:00
  us
• 15:00
  precisely
• 15:01
  to
• 15:01
  our
• 15:01
  next
• 15:01
  mistake,
• 15:02
  which
• 15:02
  is
• 15:03
  no
• 15:03
  call
• 15:03
  to
• 15:04
  action
• 15:04
  or
• 15:04
  the
• 15:04
  wrong
• 15:05
  call
• 15:05
  to
• 15:05
  action.
• 15:06
  Which
• 15:06
  just
• 15:07
  this
• 15:07
  is
• 15:07
  something
• 15:07
  that
• 15:07
  we
• 15:08
  have
• 15:08
  talked
• 15:08
  about
• 15:08
  so
• 15:09
  much
• 15:09
  where
• 15:09
  if
• 15:10
  you're
• 15:10
  having
• 15:11
  like
• 15:11
  a
• 15:11
  $5,000
• 15:12
  plus
• 15:12
  like
• 15:13
  program,
• 15:13
  like
• 15:14
  don't
• 15:14
  direct
• 15:15
  them
• 15:15
  to
• 15:15
  a
• 15:16
  checkout
• 15:16
  page.
• 15:17
  Like
• 15:17
  nowhere
• 15:18
  in
• 15:18
  the
• 15:18
  world
• 15:19
  does
• 15:19
  that
• 15:19
  happen
• 15:20
  without
• 15:20
  having
• 15:20
  a
• 15:20
  conversation.
• 15:21
  Or
• 15:22
  unless
• 15:22
  you're
• 15:22
  just
• 15:22
  dealing
• 15:22
  with
• 15:23
  people
• 15:23
  who
• 15:23
  are
• 15:23
  very
• 15:23
  irresponsible
• 15:24
  with
• 15:24
  their
• 15:24
  money.
• 15:25
  But
• 15:25
  like
• 15:25
  too
• 15:26
  many
• 15:26
  people
• 15:27
  don't
• 15:27
  or
• 15:28
  like
• 15:28
  not
• 15:29
  nobody.
• 15:29
  I
• 15:29
  would
• 15:29
  say
• 15:30
  I
• 15:30
  feel
• 15:30
  very
• 15:31
  strongly
• 15:31
  about
• 15:31
  that,
• 15:32
  that
• 15:32
  nobody
• 15:32
  really
• 15:33
  goes
• 15:34
  cold
• 15:35
  too
• 15:35
  warm
• 15:36
  to
• 15:36
  then
• 15:37
  buying
• 15:37
  a
• 15:38
  $5,000
• 15:38
  program
• 15:39
  without
• 15:40
  communicating
• 15:41
  with
• 15:41
  the
• 15:41
  person
• 15:42
  that
• 15:42
  they're
• 15:42
  buying
• 15:43
  from.
• 15:43
  So
• 15:44
  often
• 15:44
  I'll
• 15:44
  see
• 15:45
  so
• 15:45
  many
• 15:45
  people
• 15:45
  where
• 15:45
  they
• 15:45
  have
• 15:45
  their
• 15:46
  nurture
• 15:46
  sequence
• 15:46
  or
• 15:46
  it's
• 15:47
  like
• 15:47
  leading
• 15:47
  to
• 15:47
  a
• 15:48
  checkout
• 15:48
  page
• 15:48
  for
• 15:48
  this
• 15:49
  thousand
• 15:49
  dollars
• 15:50
  plus
• 15:50
  program.
• 15:51
  And
• 15:51
  they're
• 15:51
  like,
• 15:51
  well
• 15:51
  nobody's
• 15:52
  buying.
• 15:52
  And
• 15:52
  it's
• 15:53
  like
• 15:53
  know
• 15:54
  what
• 15:54
  your
• 15:54
  call
• 15:54
  to
• 15:54
  action
• 15:55
  needs
• 15:55
  to
• 15:55
  be
• 15:55
  aligned
• 15:56
  with
• 15:56
  in
• 15:56
  order
• 15:57
  for
• 15:57
  that
• 15:58
  next
• 15:58
  step
• 15:58
  to
• 15:59
  take
• 15:59
  place.
• 15:59
  So
• 16:00
  if
• 16:00
  you're
• 16:00
  leading
• 16:00
  them
• 16:01
  on
• 16:01
  and
• 16:01
  they
• 16:02
  are
• 16:02
  the
• 16:02
  right
• 16:02
  people.
• 16:03
  And
• 16:03
  then
• 16:03
  you're
• 16:04
  delivering
• 16:04
  them
• 16:04
  this
• 16:05
  like
• 16:05
  really
• 16:05
  kind
• 16:06
  of
• 16:06
  like
• 16:06
  abrupt
• 16:06
  like
• 16:07
  hey,
• 16:07
  we'll
• 16:07
  spend
• 16:08
  your
• 16:08
  money
• 16:08
  now.
• 16:09
  In
• 16:09
  the
• 16:09
  first
• 16:09
  five
• 16:10
  days
• 16:10
  of
• 16:10
  knowing
• 16:11
  me
• 16:11
  and
• 16:11
  getting
• 16:12
  my
• 16:12
  like
• 16:12
  value,
• 16:13
  it's
• 16:13
  probably
• 16:14
  going
• 16:14
  to
• 16:14
  be
• 16:14
  the
• 16:14
  wrong
• 16:14
  call
• 16:14
  to
• 16:14
  action
• 16:15
  and
• 16:15
  that
• 16:15
  funnel
• 16:15
  is
• 16:16
  not
• 16:16
  going
• 16:16
  to
• 16:16
  be
• 16:16
  optimized
• 16:17
  as
• 16:17
  much
• 16:17
  as
• 16:18
  it
• 16:18
  could
• 16:18
  be.
• 16:18
  Yeah,
• 16:18
  I
• 16:19
  mean
• 16:19
  I
• 16:19
  typically
• 16:19
  say
• 16:20
  like
• 16:20
  anything
• 16:20
  above
• 16:21
  a
• 16:21
  thousand
• 16:21
  dollars,
• 16:22
  even
• 16:22
  probably
• 16:23
  like
• 16:23
  $500.
• 16:24
  I
• 16:24
  feel
• 16:24
  like
• 16:24
  people
• 16:24
  are
• 16:24
  getting
• 16:24
  very
• 16:25
  like
• 16:25
  tight
• 16:25
  with
• 16:25
  their
• 16:25
  money
• 16:26
  right
• 16:26
  now.
• 16:26
  Is
• 16:27
  going
• 16:27
  to
• 16:27
  require
• 16:27
  some
• 16:28
  like
• 16:28
  closer
• 16:29
  interaction
• 16:29
  with
• 16:30
  you.
• 16:30
  Whether
• 16:30
  that
• 16:30
  is
• 16:31
  like
• 16:31
  a
• 16:31
  discovery
• 16:32
  call
• 16:32
  or
• 16:32
  maybe
• 16:32
  like
• 16:34
  open
• 16:34
  house.
• 16:35
  I've
• 16:35
  seen
• 16:35
  those
• 16:35
  work
• 16:35
  really
• 16:36
  well.
• 16:36
  Or
• 16:37
  in
• 16:37
  this
• 16:37
  past
• 16:38
  program
• 16:38
  we
• 16:38
  did
• 16:38
  with
• 16:38
  a
• 16:38
  client
• 16:38
  we
• 16:39
  had
• 16:39
  enrollment
• 16:39
  advisor
• 16:40
  calls
• 16:40
  where
• 16:40
  they
• 16:40
  could
• 16:40
  speak
• 16:41
  to
• 16:41
  like
• 16:41
  a
• 16:41
  past
• 16:42
  student.
• 16:42
  But
• 16:42
  there
• 16:43
  was
• 16:43
  something
• 16:43
  else
• 16:43
  where
• 16:44
  they
• 16:44
  could
• 16:44
  get
• 16:44
  more
• 16:45
  support,
• 16:45
  more
• 16:46
  answers,
• 16:46
  more
• 16:47
  like
• 16:47
  direct
• 16:48
  to
• 16:49
  consumer
• 16:49
  nurturing
• 16:50
  without
• 16:51
  just
• 16:51
  like
• 16:51
  whipping
• 16:51
  out
• 16:52
  their
• 16:52
  credit
• 16:52
  card
• 16:52
  and
• 16:53
  buying
• 16:53
  now.
• 16:54
  So
• 16:54
  I
• 16:54
  think
• 16:54
  that's
• 16:55
  like
• 16:55
  just
• 16:55
  another
• 16:55
  kind
• 16:56
  of
• 16:56
  just
• 16:56
  like
• 16:56
  level
• 16:56
  of
• 16:57
  awareness
• 16:57
  that
• 16:57
  you
• 16:57
  need
• 16:58
  to
• 16:58
  know
• 16:58
  is
• 16:58
  like
• 16:59
  that
• 16:59
  people
• 16:59
  aren't
• 16:59
  going
• 17:00
  to
• 17:00
  invest
• 17:00
  $5,000
• 17:01
  probably
• 17:02
  without
• 17:03
  talking
• 17:03
  to
• 17:03
  you.
• 17:04
  So
• 17:04
  if
• 17:04
  you
• 17:04
  want
• 17:05
  to
• 17:05
  know
• 17:05
  a
• 17:05
  little
• 17:05
  bit
• 17:05
  more
• 17:06
  about
• 17:06
  what
• 17:06
  makes
• 17:06
  like
• 17:07
  a
• 17:07
  high
• 17:07
  converting
• 17:08
  lead
• 17:08
  magnet,
• 17:08
  go
• 17:08
  listen
• 17:09
  to
• 17:09
  that
• 17:09
  episode
• 17:10
  of
• 17:10
  the
• 17:10
  aligned
• 17:10
  lead
• 17:11
  magnet.
• 17:11
  Let's
• 17:12
  just
• 17:12
  quickly
• 17:13
  wrap
• 17:13
  up
• 17:13
  the
• 17:14
  growth
• 17:14
  funnel
• 17:15
  with
• 17:15
  the
• 17:15
  actual
• 17:16
  like
• 17:16
  action
• 17:17
  steps.
• 17:17
  What
• 17:17
  you
• 17:17
  need.
• 17:18
  So
• 17:18
  you
• 17:18
  need
• 17:18
  some
• 17:19
  type
• 17:19
  of
• 17:19
  landing
• 17:19
  page,
• 17:20
  opt
• 17:20
  in
• 17:20
  for
• 17:20
  people
• 17:21
  to
• 17:21
  like
• 17:21
  sign
• 17:21
  up
• 17:21
  and
• 17:22
  get
• 17:22
  into
• 17:22
  the
• 17:22
  actual
• 17:23
  funnel.
• 17:23
  You
• 17:24
  need
• 17:24
  a
• 17:24
  welcome
• 17:25
  sequence
• 17:26
  that's
• 17:26
  going
• 17:26
  to
• 17:27
  you
• 17:27
  know,
• 17:27
  nurture,
• 17:28
  engage,
• 17:28
  deliver
• 17:29
  like
• 17:29
  that
• 17:29
  trust
• 17:30
  building
• 17:30
  activity.
• 17:32
  You
• 17:32
  need.
• 17:32
  Well
• 17:33
  your
• 17:33
  lead
• 17:33
  magnet
• 17:33
  obviously
• 17:34
  and
• 17:35
  then
• 17:35
  whatever
• 17:35
  that
• 17:36
  like
• 17:36
  next
• 17:37
  obvious
• 17:37
  step
• 17:38
  is,
• 17:38
  that's
• 17:38
  what
• 17:38
  your
• 17:39
  call
• 17:39
  to
• 17:39
  action
• 17:39
  is.
• 17:40
  So
• 17:40
  if
• 17:40
  it
• 17:40
  is
• 17:40
  engage
• 17:41
  in
• 17:42
  some
• 17:42
  way,
• 17:43
  if
• 17:43
  it's
• 17:43
  application,
• 17:44
  if
• 17:44
  it's
• 17:44
  join
• 17:45
  a
• 17:45
  wait
• 17:45
  list,
• 17:45
  whatever
• 17:46
  that
• 17:46
  looks
• 17:46
  like,
• 17:47
  really
• 17:47
  understanding
• 17:48
  that
• 17:48
  like
• 17:48
  your
• 17:49
  call
• 17:49
  to
• 17:49
  action
• 17:49
  can
• 17:50
  be
• 17:50
  wrong
• 17:50
  and
• 17:50
  you
• 17:50
  can
• 17:50
  be
• 17:50
  throwing
• 17:51
  off
• 17:51
  your
• 17:51
  entire
• 17:51
  optimization.
• 17:52
  So
• 17:52
  know
• 17:53
  what
• 17:53
  your
• 17:53
  right
• 17:53
  call
• 17:53
  to
• 17:54
  action,
• 17:54
  it's
• 17:55
  all
• 17:55
  right.
• 17:56
  Okay,
• 17:56
  so
• 17:57
  our
• 17:57
  next
• 17:58
  one
• 17:58
  is
• 17:58
  customer
• 17:59
  experience
• 18:00
  funnels,
• 18:00
  most
• 18:01
  particularly
• 18:01
  the
• 18:02
  onboarding
• 18:02
  funnel.
• 18:03
  So
• 18:03
  this
• 18:03
  is
• 18:03
  what
• 18:03
  happens
• 18:04
  right
• 18:04
  after
• 18:04
  they
• 18:05
  invest
• 18:05
  with
• 18:06
  you,
• 18:06
  they
• 18:06
  give
• 18:07
  you
• 18:07
  a
• 18:07
  credit
• 18:07
  card,
• 18:07
  they
• 18:08
  give
• 18:08
  you
• 18:08
  trust.
• 18:09
  But
• 18:09
  guess
• 18:09
  what?
• 18:10
  Refunds
• 18:11
  happen,
• 18:11
  drop
• 18:11
  offs
• 18:12
  happen.
• 18:12
  So
• 18:12
  your
• 18:13
  onboarding
• 18:13
  funnel
• 18:13
  is
• 18:14
  going
• 18:14
  to
• 18:14
  help
• 18:15
  you
• 18:15
  ensure
• 18:15
  that
• 18:16
  people
• 18:16
  from
• 18:16
  the
• 18:17
  day
• 18:17
  one
• 18:17
  when
• 18:17
  they
• 18:17
  invest
• 18:18
  with
• 18:18
  you,
• 18:18
  that
• 18:18
  they
• 18:18
  feel
• 18:19
  taken
• 18:19
  care
• 18:19
  of,
• 18:20
  that
• 18:20
  they're
• 18:20
  having
• 18:20
  no
• 18:21
  like
• 18:21
  post
• 18:21
  buyer
• 18:22
  remorse,
• 18:23
  that
• 18:23
  they
• 18:23
  know
• 18:23
  that
• 18:23
  you're
• 18:24
  going
• 18:24
  to
• 18:24
  be
• 18:24
  the
• 18:24
  one
• 18:24
  to
• 18:25
  help
• 18:25
  them
• 18:25
  and
• 18:25
  that
• 18:25
  they
• 18:26
  made
• 18:26
  the
• 18:26
  right
• 18:26
  decision.
• 18:27
  So
• 18:27
  why
• 18:27
  don't
• 18:27
  you
• 18:27
  give
• 18:28
  us
• 18:28
  the
• 18:28
  key
• 18:28
  components
• 18:29
  of
• 18:29
  that
• 18:29
  onboarding
• 18:30
  sequence?
• 18:31
  Yeah.
• 18:31
  And
• 18:31
  actually
• 18:32
  I
• 18:32
  just
• 18:32
  revamped
• 18:33
  one
• 18:33
  of
• 18:34
  my
• 18:34
  past
• 18:34
  clients
• 18:35
  who
• 18:35
  came
• 18:35
  back.
• 18:35
  Like
• 18:35
  we've
• 18:36
  done
• 18:36
  this
• 18:36
  as
• 18:36
  like
• 18:36
  a
• 18:36
  herb
• 18:37
  full
• 18:37
  customer
• 18:38
  journey
• 18:38
  to
• 18:38
  make
• 18:38
  sure
• 18:38
  that
• 18:39
  it's
• 18:39
  delivered.
• 18:40
  Because
• 18:40
  we
• 18:40
  were
• 18:40
  seeing
• 18:41
  this
• 18:41
  kind
• 18:41
  of
• 18:41
  like
• 18:42
  this
• 18:42
  one
• 18:43
  high
• 18:43
  ticket
• 18:43
  program
• 18:44
  where
• 18:45
  like
• 18:45
  you
• 18:45
  said,
• 18:45
  somebody
• 18:46
  hits
• 18:46
  submit
• 18:47
  on
• 18:47
  that
• 18:47
  and
• 18:47
  then
• 18:48
  they
• 18:48
  sit
• 18:48
  there
• 18:48
  and
• 18:48
  they're
• 18:48
  like
• 18:49
  buyer's
• 18:50
  remorse
• 18:50
  immediately
• 18:51
  like
• 18:51
  what
• 18:51
  did
• 18:51
  I
• 18:51
  do?
• 18:52
  Like
• 18:52
  is
• 18:52
  this
• 18:52
  the
• 18:52
  right
• 18:52
  move?
• 18:53
  Did
• 18:53
  I
• 18:53
  make?
• 18:54
  What's
• 18:54
  my
• 18:54
  refund
• 18:55
  policy?
• 18:55
  And
• 18:56
  so
• 18:56
  really
• 18:56
  making
• 18:56
  sure
• 18:56
  that
• 18:57
  one,
• 18:57
  you
• 18:57
  have
• 18:57
  the
• 18:58
  welcome
• 18:58
  email
• 18:59
  in
• 18:59
  place
• 18:59
  to
• 19:00
  kind
• 19:00
  of
• 19:00
  like
• 19:00
  reassure,
• 19:01
  hey,
• 19:01
  you're
• 19:02
  in
• 19:02
  the
• 19:02
  right
• 19:02
  place.
• 19:03
  This
• 19:03
  is
• 19:03
  all
• 19:03
  the
• 19:03
  things
• 19:04
  that
• 19:04
  we're
• 19:04
  going
• 19:04
  to
• 19:04
  go
• 19:04
  through.
• 19:05
  You're
• 19:06
  going
• 19:06
  to
• 19:06
  deliver
• 19:06
  whatever
• 19:07
  resources
• 19:07
  and
• 19:08
  access
• 19:08
  that
• 19:08
  they
• 19:09
  have
• 19:09
  in
• 19:09
  their
• 19:10
  program
• 19:10
  that
• 19:11
  they
• 19:11
  just
• 19:11
  join
• 19:12
  if
• 19:12
  there
• 19:12
  are
• 19:12
  like
• 19:13
  live
• 19:13
  components
• 19:14
  to
• 19:14
  it,
• 19:14
  whether
• 19:14
  It's
• 19:15
  Q&As,
• 19:16
  coaching
• 19:16
  calls
• 19:17
  community
• 19:18
  access,
• 19:18
  whatever
• 19:19
  that
• 19:19
  looks
• 19:19
  like,
• 19:20
  making
• 19:20
  sure
• 19:20
  you're
• 19:21
  automating
• 19:21
  check
• 19:22
  ins
• 19:22
  and
• 19:23
  reminders
• 19:23
  for
• 19:24
  those
• 19:24
  components
• 19:25
  so
• 19:25
  that
• 19:25
  you
• 19:25
  can
• 19:26
  essentially
• 19:26
  like
• 19:27
  hold
• 19:27
  them
• 19:27
  accountable
• 19:28
  for
• 19:28
  showing
• 19:28
  up.
• 19:29
  I
• 19:29
  think
• 19:29
  that's
• 19:29
  a
• 19:30
  big
• 19:30
  thing
• 19:30
  that
• 19:30
  I
• 19:30
  see
• 19:31
  in
• 19:31
  a
• 19:31
  lot
• 19:31
  of
• 19:31
  my
• 19:31
  clients
• 19:32
  programs
• 19:33
  is
• 19:33
  like
• 19:33
  people
• 19:34
  get
• 19:34
  busy
• 19:34
  and
• 19:35
  then
• 19:35
  they
• 19:35
  kind
• 19:35
  of
• 19:35
  fall
• 19:36
  off
• 19:36
  and
• 19:36
  then
• 19:37
  that
• 19:37
  reflects
• 19:38
  immediately
• 19:38
  back
• 19:39
  on
• 19:39
  like
• 19:39
  oh,
• 19:39
  I
• 19:40
  didn't
• 19:40
  get
• 19:40
  much
• 19:40
  out
• 19:40
  of
• 19:41
  this.
• 19:41
  When
• 19:42
  if
• 19:42
  you
• 19:42
  can
• 19:43
  like
• 19:43
  really
• 19:43
  proactively
• 19:44
  say
• 19:45
  hey,
• 19:46
  just
• 19:46
  a
• 19:46
  reminder,
• 19:46
  we
• 19:47
  have
• 19:47
  a
• 19:47
  call
• 19:47
  this
• 19:48
  week,
• 19:48
  here's
• 19:48
  what
• 19:48
  you
• 19:49
  need
• 19:49
  to
• 19:49
  be
• 19:49
  prepared
• 19:49
  for
• 19:49
  it
• 19:50
  or
• 19:50
  how
• 19:50
  did
• 19:50
  this
• 19:51
  go?
• 19:51
  And
• 19:51
  like
• 19:52
  looking
• 19:52
  at
• 19:52
  your
• 19:52
  customer
• 19:53
  drop
• 19:54
  off
• 19:54
  I
• 19:54
  think
• 19:54
  is
• 19:55
  one
• 19:55
  of
• 19:55
  the
• 19:55
  things
• 19:55
  that
• 19:55
  like
• 19:56
  we've
• 19:56
  reverse
• 19:57
  engineered
• 19:57
  here
• 19:57
  is
• 19:58
  saying
• 19:58
  like
• 19:58
  okay,
• 19:58
  well
• 19:58
  people
• 19:59
  typically
• 19:59
  stop
• 20:00
  completing
• 20:00
  their
• 20:01
  courses,
• 20:01
  engaging
• 20:02
  in
• 20:02
  conversation
• 20:03
  around
• 20:03
  like
• 20:03
  day
• 20:04
  10
• 20:05
  or
• 20:05
  like
• 20:05
  day
• 20:06
  30,
• 20:06
  however
• 20:06
  long
• 20:07
  your
• 20:07
  program
• 20:07
  is.
• 20:08
  And
• 20:08
  then
• 20:08
  like
• 20:08
  putting
• 20:09
  checkpoints
• 20:10
  in
• 20:10
  around
• 20:11
  those
• 20:11
  times
• 20:11
  to
• 20:11
  kind
• 20:12
  of
• 20:12
  mitigate
• 20:12
  that
• 20:13
  lower
• 20:14
  engagement
• 20:15
  that
• 20:15
  is
• 20:16
  so
• 20:16
  important
• 20:16
  and
• 20:17
  it
• 20:17
  doesn't
• 20:17
  add
• 20:17
  any
• 20:18
  extra
• 20:18
  work
• 20:19
  because
• 20:19
  all
• 20:19
  of
• 20:19
  this
• 20:19
  stuff
• 20:20
  is
• 20:20
  truly,
• 20:20
  truly
• 20:21
  automated.
• 20:21
  And
• 20:22
  then
• 20:22
  the
• 20:22
  last
• 20:22
  part
• 20:22
  of
• 20:22
  it
• 20:22
  is
• 20:23
  like
• 20:23
  really
• 20:23
  making
• 20:23
  sure
• 20:23
  that
• 20:24
  like
• 20:24
  engagement,
• 20:25
  like
• 20:25
  if
• 20:25
  it's
• 20:26
  just
• 20:26
  you,
• 20:26
  that
• 20:27
  you're
• 20:27
  connecting
• 20:28
  with
• 20:28
  them
• 20:28
  and
• 20:28
  staying
• 20:29
  top
• 20:29
  of
• 20:29
  mind
• 20:29
  with
• 20:29
  them
• 20:30
  despite
• 20:30
  or
• 20:31
  however
• 20:31
  long
• 20:31
  your
• 20:32
  program
• 20:32
  actually
• 20:32
  is,
• 20:33
  or
• 20:33
  if
• 20:33
  they
• 20:33
  have
• 20:33
  a
• 20:33
  community
• 20:34
  aspect
• 20:34
  that
• 20:35
  that
• 20:35
  community
• 20:36
  is
• 20:36
  engaged,
• 20:37
  that
• 20:37
  in
• 20:37
  community
• 20:38
  is,
• 20:38
  you
• 20:38
  know,
• 20:38
  prompted
• 20:39
  and
• 20:40
  all
• 20:40
  of
• 20:40
  that.
• 20:40
  So
• 20:41
  really
• 20:41
  making
• 20:41
  sure
• 20:41
  that
• 20:41
  these
• 20:42
  like
• 20:42
  holistic
• 20:43
  pieces,
• 20:43
  this
• 20:44
  directly
• 20:45
  impacts
• 20:46
  word
• 20:46
  of
• 20:46
  mouth
• 20:46
  marketing,
• 20:47
  directly
• 20:48
  impacts
• 20:49
  how
• 20:49
  people
• 20:49
  are
• 20:49
  going
• 20:49
  to
• 20:50
  feel
• 20:50
  when
• 20:50
  they
• 20:50
  give
• 20:50
  you
• 20:51
  a
• 20:51
  testimonial,
• 20:52
  your
• 20:52
  results,
• 20:52
  your
• 20:53
  case
• 20:53
  studies,
• 20:53
  all
• 20:53
  of
• 20:54
  this
• 20:54
  and
• 20:54
  it
• 20:54
  can
• 20:55
  be
• 20:55
  supported
• 20:55
  by
• 20:56
  Your
• 20:56
  email
• 20:56
  list.
• 20:57
  One
• 20:57
  thing
• 20:58
  that
• 20:58
  I
• 20:58
  do
• 20:58
  love
• 20:58
  to
• 20:58
  do
• 20:58
  is
• 20:59
  like,
• 20:59
  after
• 20:59
  that
• 21:00
  welcome
• 21:00
  email,
• 21:01
  we
• 21:01
  will
• 21:01
  typically
• 21:02
  send,
• 21:02
  like,
• 21:02
  I
• 21:02
  call
• 21:02
  it
• 21:02
  like
• 21:02
  a
• 21:03
  surprise
• 21:03
  and
• 21:03
  delight
• 21:04
  email,
• 21:04
  which
• 21:04
  is
• 21:04
  kind
• 21:05
  of
• 21:05
  an
• 21:05
  additional
• 21:06
  resources
• 21:06
  or
• 21:07
  additional
• 21:07
  support
• 21:08
  that
• 21:08
  we
• 21:08
  did
• 21:08
  not
• 21:08
  advertise
• 21:09
  before.
• 21:09
  But
• 21:10
  it's
• 21:10
  kind
• 21:10
  of
• 21:10
  helping
• 21:10
  them
• 21:10
  validate
• 21:11
  them.
• 21:12
  But
• 21:12
  you
• 21:12
  just
• 21:12
  have
• 21:12
  to
• 21:12
  be
• 21:12
  really,
• 21:13
  really
• 21:13
  careful
• 21:13
  because
• 21:14
  typically
• 21:14
  when
• 21:14
  we're
• 21:15
  onboarding
• 21:15
  someone,
• 21:15
  they're
• 21:15
  getting
• 21:15
  a
• 21:16
  lot
• 21:16
  of
• 21:16
  information
• 21:16
  already.
• 21:17
  So
• 21:17
  you
• 21:17
  want
• 21:17
  to
• 21:17
  make
• 21:17
  sure
• 21:18
  that
• 21:18
  every
• 21:18
  email
• 21:18
  that
• 21:19
  you
• 21:19
  have
• 21:19
  is
• 21:19
  very
• 21:19
  intentional
• 21:20
  and
• 21:21
  you're
• 21:21
  not
• 21:21
  adding
• 21:22
  to
• 21:22
  the
• 21:22
  overwhelm
• 21:22
  that
• 21:23
  they're
• 21:23
  probably
• 21:23
  feeling
• 21:24
  if
• 21:24
  they're
• 21:24
  starting
• 21:24
  a
• 21:25
  program
• 21:25
  or
• 21:25
  that
• 21:25
  they're
• 21:25
  starting
• 21:26
  working
• 21:26
  with
• 21:27
  you.
• 21:27
  All
• 21:28
  right,
• 21:29
  stage
• 21:29
  number
• 21:30
  three,
• 21:30
  let's
• 21:30
  talk
• 21:31
  about
• 21:31
  upsell
• 21:32
  and
• 21:32
  downsell.
• 21:34
  So
• 21:34
  this
• 21:34
  part,
• 21:35
  I
• 21:35
  think
• 21:35
  is
• 21:35
  really,
• 21:36
  really
• 21:36
  important
• 21:37
  when
• 21:37
  it
• 21:37
  comes
• 21:37
  to
• 21:37
  the
• 21:38
  scalability
• 21:38
  and
• 21:39
  the
• 21:39
  growth
• 21:39
  of
• 21:39
  your
• 21:40
  business.
• 21:40
  These
• 21:40
  are
• 21:41
  the
• 21:41
  strategies
• 21:41
  and
• 21:42
  the
• 21:42
  funnels
• 21:42
  that
• 21:42
  like
• 21:43
  people
• 21:43
  have
• 21:43
  in
• 21:43
  place
• 21:44
  to
• 21:45
  not
• 21:45
  necessarily,
• 21:47
  like,
• 21:47
  acquire
• 21:48
  more
• 21:48
  leads,
• 21:48
  but
• 21:49
  to
• 21:49
  like
• 21:49
  in
• 21:50
  like
• 21:50
  convert.
• 21:51
  I
• 21:51
  would
• 21:51
  consider
• 21:52
  it
• 21:52
  to
• 21:52
  be
• 21:52
  a
• 21:52
  more
• 21:52
  like
• 21:53
  advanced
• 21:54
  marketing
• 21:55
  metric,
• 21:56
  which
• 21:56
  is
• 21:56
  like
• 21:56
  your
• 21:56
  customer
• 21:57
  lifetime
• 21:57
  value,
• 21:58
  average
• 21:59
  order
• 21:59
  value,
• 22:00
  all
• 22:00
  of
• 22:00
  those
• 22:00
  components.
• 22:01
  These
• 22:02
  like
• 22:02
  conversion
• 22:03
  funnels,
• 22:04
  which
• 22:04
  can
• 22:04
  be
• 22:04
  your
• 22:04
  upsells,
• 22:05
  your
• 22:05
  down
• 22:06
  sells.
• 22:06
  Like,
• 22:07
  all
• 22:07
  of
• 22:07
  those
• 22:07
  things
• 22:08
  are
• 22:08
  really
• 22:09
  important
• 22:09
  to
• 22:09
  make
• 22:09
  sure.
• 22:10
  Making
• 22:10
  sure
• 22:10
  that
• 22:11
  one,
• 22:11
  you
• 22:11
  don't
• 22:12
  have
• 22:12
  to
• 22:12
  work
• 22:12
  harder
• 22:13
  to
• 22:13
  get
• 22:13
  200
• 22:14
  plus
• 22:14
  more
• 22:14
  leads
• 22:15
  into
• 22:15
  your
• 22:15
  funnel,
• 22:16
  but
• 22:16
  that
• 22:16
  you
• 22:17
  are
• 22:17
  supporting
• 22:18
  and
• 22:18
  guiding
• 22:19
  the
• 22:19
  leads
• 22:19
  that
• 22:20
  have
• 22:20
  already
• 22:20
  converted.
• 22:21
  Because
• 22:21
  once
• 22:21
  somebody's
• 22:22
  converted
• 22:22
  with
• 22:22
  you
• 22:22
  once
• 22:23
  and
• 22:24
  had
• 22:24
  a
• 22:24
  good
• 22:24
  experience,
• 22:25
  funnel
• 22:26
  one
• 22:26
  and
• 22:26
  funnel
• 22:27
  two,
• 22:27
  then
• 22:27
  funnel
• 22:28
  three,
• 22:28
  really
• 22:28
  just
• 22:29
  like,
• 22:29
  does
• 22:29
  the
• 22:30
  work
• 22:30
  for
• 22:30
  you
• 22:30
  if
• 22:30
  you
• 22:31
  have
• 22:31
  those
• 22:31
  components
• 22:32
  set
• 22:32
  up
• 22:32
  in
• 22:32
  place.
• 22:33
  So
• 22:33
  I
• 22:33
  think
• 22:33
  it's
• 22:33
  really
• 22:34
  low
• 22:34
  is
• 22:34
  hanging
• 22:35
  fruit.
• 22:35
  But
• 22:36
  your
• 22:36
  offer
• 22:36
  suite
• 22:37
  does
• 22:37
  have
• 22:37
  to
• 22:37
  be
• 22:37
  designed
• 22:38
  for
• 22:38
  it
• 22:38
  too.
• 22:39
  Like,
• 22:39
  you
• 22:39
  have
• 22:39
  to
• 22:40
  have
• 22:40
  a,
• 22:40
  like
• 22:40
  a
• 22:40
  logical
• 22:41
  upsell.
• 22:41
  You
• 22:41
  can't
• 22:42
  just
• 22:42
  say
• 22:42
  like,
• 22:42
  hey,
• 22:42
  you
• 22:43
  spent
• 22:43
  money
• 22:43
  with
• 22:43
  me
• 22:44
  here
• 22:44
  and
• 22:44
  why
• 22:44
  don't
• 22:44
  you
• 22:44
  buy
• 22:44
  my
• 22:45
  other
• 22:45
  product?
• 22:45
  It's
• 22:46
  like,
• 22:47
  no,
• 22:47
  like
• 22:47
  you
• 22:48
  spent
• 22:48
  money
• 22:48
  on
• 22:49
  to
• 22:49
  solve
• 22:49
  this
• 22:49
  problem.
• 22:50
  Great.
• 22:51
  Now
• 22:51
  that
• 22:51
  we've
• 22:51
  solved
• 22:52
  it,
• 22:52
  like,
• 22:52
  you
• 22:53
  may
• 22:53
  be
• 22:53
  experiencing
• 22:54
  this,
• 22:54
  so
• 22:55
  why
• 22:55
  don't
• 22:55
  I
• 22:55
  help
• 22:55
  you
• 22:55
  with
• 22:56
  that
• 22:56
  too?
• 22:56
  So
• 22:56
  it's
• 22:57
  really
• 22:57
  important
• 22:57
  to
• 22:57
  kind
• 22:58
  of
• 22:58
  have
• 22:58
  these
• 22:59
  pieces
• 22:59
  set
• 23:00
  up
• 23:00
  so
• 23:00
  that
• 23:00
  you
• 23:00
  can
• 23:01
  really
• 23:02
  expand
• 23:02
  on
• 23:03
  the
• 23:03
  amount
• 23:04
  of
• 23:04
  conversions
• 23:04
  that
• 23:05
  a
• 23:05
  single
• 23:05
  lead
• 23:06
  gives
• 23:06
  you.
• 23:06
  Yeah,
• 23:06
  and
• 23:07
  I
• 23:07
  know
• 23:07
  we
• 23:07
  work
• 23:07
  with
• 23:07
  a
• 23:07
  lot
• 23:08
  of
• 23:08
  like,
• 23:08
  health
• 23:08
  coaches
• 23:09
  and
• 23:09
  also
• 23:10
  just
• 23:10
  service
• 23:10
  providers,
• 23:11
  and
• 23:11
  I
• 23:11
  think
• 23:12
  a
• 23:12
  really
• 23:12
  great
• 23:12
  upsell
• 23:13
  could
• 23:13
  be
• 23:13
  to
• 23:14
  not
• 23:14
  even
• 23:14
  solve
• 23:14
  like
• 23:14
  a
• 23:15
  different
• 23:15
  problem,
• 23:15
  but
• 23:16
  help
• 23:16
  them
• 23:16
  maintain
• 23:17
  what's
• 23:17
  already
• 23:17
  been
• 23:18
  established.
• 23:18
  So
• 23:19
  for
• 23:19
  example,
• 23:19
  my
• 23:19
  sister,
• 23:20
  she
• 23:20
  just
• 23:21
  jumped
• 23:21
  into
• 23:21
  the
• 23:21
  entrepreneurial
• 23:22
  space
• 23:22
  and
• 23:22
  she's
• 23:23
  doing
• 23:23
  so
• 23:23
  great.
• 23:23
  And
• 23:23
  we
• 23:24
  were
• 23:24
  talking
• 23:24
  today
• 23:24
  about,
• 23:25
  you
• 23:25
  know,
• 23:25
  like
• 23:26
  she
• 23:26
  sets
• 23:26
  up
• 23:26
  airtable
• 23:27
  automations
• 23:28
  and
• 23:28
  zapier
• 23:29
  automations.
• 23:29
  And
• 23:29
  I
• 23:29
  was
• 23:29
  like,
• 23:30
  well,
• 23:30
  you
• 23:30
  could
• 23:30
  do
• 23:30
  a,
• 23:31
  you
• 23:31
  know,
• 23:31
  a
• 23:31
  maintenance
• 23:32
  package,
• 23:33
  you
• 23:33
  know,
• 23:33
  that's
• 23:33
  like
• 23:33
  kind
• 23:33
  of
• 23:34
  a
• 23:34
  low
• 23:34
  ticket,
• 23:34
  like
• 23:35
  I'm
• 23:35
  here,
• 23:35
  like
• 23:35
  you've
• 23:36
  got
• 23:36
  me
• 23:36
  in
• 23:36
  your
• 23:36
  back
• 23:36
  packet
• 23:37
  to
• 23:37
  kind
• 23:37
  of
• 23:37
  fix
• 23:38
  anything
• 23:38
  that's
• 23:38
  ever
• 23:38
  going
• 23:38
  to
• 23:39
  come
• 23:39
  up.
• 23:39
  Because
• 23:39
  a
• 23:39
  lot
• 23:39
  of
• 23:39
  her
• 23:39
  clients
• 23:40
  do
• 23:40
  not
• 23:40
  know
• 23:40
  how
• 23:41
  to
• 23:41
  fix
• 23:42
  or
• 23:42
  update
• 23:42
  whatever
• 23:43
  she
• 23:43
  sets
• 23:43
  up
• 23:43
  for
• 23:43
  them
• 23:44
  because
• 23:44
  they're
• 23:44
  these
• 23:44
  brilliant
• 23:45
  automations.
• 23:46
  So
• 23:46
  that
• 23:46
  would
• 23:46
  kind
• 23:46
  of
• 23:46
  make
• 23:47
  sense
• 23:47
  for
• 23:47
  that
• 23:48
  or
• 23:48
  for
• 23:48
  my
• 23:48
  clients
• 23:49
  who
• 23:49
  are
• 23:49
  health
• 23:49
  coaches,
• 23:50
  it
• 23:50
  kind
• 23:50
  of
• 23:50
  makes
• 23:50
  sense
• 23:51
  to
• 23:51
  put
• 23:51
  them
• 23:51
  into
• 23:52
  some
• 23:52
  sort
• 23:52
  of
• 23:52
  like
• 23:52
  continuity
• 23:53
  community
• 23:54
  program
• 23:54
  where
• 23:54
  they're
• 23:55
  still
• 23:55
  getting
• 23:55
  that
• 23:55
  accountability
• 23:56
  to
• 23:56
  maintain
• 23:56
  the
• 23:57
  health
• 23:57
  results
• 23:58
  that
• 23:58
  they
• 23:58
  got
• 23:59
  while
• 23:59
  they
• 23:59
  were
• 23:59
  working
• 23:59
  with
• 24:00
  you.
• 24:00
  But
• 24:00
  you're
• 24:00
  not
• 24:00
  supporting
• 24:01
  them
• 24:01
  as
• 24:01
  intensely.
• 24:02
  So
• 24:02
  sometimes
• 24:03
  you
• 24:03
  think
• 24:03
  like
• 24:03
  upsell,
• 24:04
  like
• 24:04
  because
• 24:04
  people
• 24:05
  teach
• 24:05
  like
• 24:05
  value
• 24:05
  ladders
• 24:06
  that
• 24:06
  it
• 24:06
  has
• 24:06
  to
• 24:06
  be
• 24:07
  more
• 24:07
  expensive.
• 24:08
  But
• 24:08
  sometimes
• 24:08
  your,
• 24:09
  your
• 24:09
  upsell
• 24:10
  or
• 24:10
  your
• 24:10
  like
• 24:11
  your
• 24:11
  next
• 24:11
  sell
• 24:12
  might
• 24:12
  be
• 24:12
  just
• 24:12
  something
• 24:13
  that's
• 24:13
  like
• 24:13
  helping
• 24:13
  them
• 24:14
  maintain
• 24:15
  it.
• 24:16
  Yeah.
• 24:17
  And
• 24:17
  usually
• 24:17
  it's
• 24:17
  something
• 24:18
  that
• 24:18
  is
• 24:19
  way
• 24:19
  less
• 24:19
  hands
• 24:20
  off.
• 24:20
  I
• 24:20
  had
• 24:20
  a
• 24:21
  client
• 24:21
  who
• 24:21
  was
• 24:22
  in
• 24:22
  this
• 24:22
  kind
• 24:22
  of
• 24:22
  like
• 24:23
  was
• 24:23
  in
• 24:23
  the
• 24:23
  health
• 24:24
  space
• 24:24
  and
• 24:24
  like
• 24:25
  a
• 24:25
  lot
• 24:25
  of
• 24:25
  her
• 24:25
  like
• 24:26
  coaching
• 24:26
  was
• 24:27
  very
• 24:27
  hands
• 24:27
  on,
• 24:28
  like
• 24:28
  review
• 24:28
  and
• 24:29
  all
• 24:29
  of
• 24:29
  that.
• 24:29
  But
• 24:29
  once
• 24:29
  they
• 24:29
  learned
• 24:30
  her
• 24:30
  process,
• 24:31
  she
• 24:31
  really
• 24:31
  did
• 24:32
  sell
• 24:32
  just
• 24:32
  from
• 24:32
  a
• 24:33
  convenience
• 24:33
  standpoint.
• 24:34
  Like
• 24:34
  she
• 24:34
  offered
• 24:34
  meal
• 24:35
  plans
• 24:35
  in
• 24:35
  her
• 24:36
  coaching
• 24:36
  container
• 24:37
  and
• 24:38
  then
• 24:38
  once
• 24:38
  they
• 24:38
  learned
• 24:39
  how
• 24:39
  to
• 24:39
  kind
• 24:39
  of
• 24:40
  use
• 24:40
  her
• 24:40
  framework,
• 24:41
  they
• 24:41
  trusted
• 24:42
  themselves
• 24:42
  to
• 24:42
  make
• 24:42
  the
• 24:43
  right
• 24:43
  decisions.
• 24:44
  But
• 24:44
  like
• 24:44
  the
• 24:44
  convenience
• 24:45
  of
• 24:45
  having
• 24:46
  meal
• 24:46
  plans
• 24:46
  delivered
• 24:47
  to
• 24:47
  you,
• 24:47
  like
• 24:47
  those
• 24:48
  things
• 24:48
  were
• 24:48
  like
• 24:49
  the
• 24:49
  lowest
• 24:49
  hanging
• 24:49
  fruits
• 24:50
  of
• 24:50
  saying
• 24:50
  like,
• 24:50
  hey,
• 24:51
  you
• 24:51
  may
• 24:51
  not
• 24:52
  be
• 24:52
  in
• 24:52
  this
• 24:52
  ongoing
• 24:53
  program
• 24:53
  anymore,
• 24:54
  but
• 24:54
  hey,
• 24:55
  still
• 24:55
  take
• 24:55
  advantage
• 24:56
  of
• 24:56
  having
• 24:56
  like
• 24:57
  your
• 24:57
  weekly
• 24:57
  like
• 24:58
  menu
• 24:58
  delivered
• 24:58
  to
• 24:58
  your
• 24:59
  inbox.
• 25:00
  Like
• 25:00
  it
• 25:00
  was
• 25:00
  really,
• 25:01
  really
• 25:01
  easy
• 25:01
  for
• 25:01
  her.
• 25:01
  And
• 25:02
  that
• 25:02
  was
• 25:02
  like
• 25:02
  taking
• 25:03
  I
• 25:03
  think
• 25:03
  her
• 25:04
  customer
• 25:04
  lifetime
• 25:05
  value
• 25:05
  before
• 25:05
  we
• 25:06
  did
• 25:06
  that
• 25:06
  was
• 25:06
  like
• 25:07
  187
• 25:08
  or
• 25:08
  something
• 25:09
  like
• 25:09
  that
• 25:09
  for
• 25:09
  her
• 25:09
  monthly
• 25:10
  membership
• 25:11
  and
• 25:11
  then
• 25:11
  taking
• 25:11
  it
• 25:12
  to
• 25:12
  about
• 25:12
  like
• 25:12
  300
• 25:13
  because
• 25:13
  people
• 25:13
  just
• 25:13
  stayed
• 25:14
  in
• 25:14
  just
• 25:14
  for
• 25:15
  the
• 25:16
  like
• 25:16
  meal
• 25:16
  plans,
• 25:17
  which
• 25:17
  I
• 25:17
  thought
• 25:17
  was
• 25:17
  pretty.
• 25:18
  And
• 25:18
  like
• 25:18
  that's
• 25:19
  like
• 25:20
  the
• 25:20
  obvious
• 25:20
  choice.
• 25:21
  They're
• 25:21
  like,
• 25:21
  of
• 25:21
  course
• 25:21
  I
• 25:22
  want
• 25:22
  somebody
• 25:22
  to
• 25:22
  do
• 25:22
  my
• 25:22
  meal
• 25:23
  plans
• 25:23
  for
• 25:23
  me.
• 25:24
  Yeah.
• 25:25
  So
• 25:25
  then
• 25:25
  there's
• 25:25
  also
• 25:26
  the
• 25:26
  downsell
• 25:27
  funnel
• 25:27
  which
• 25:27
  could
• 25:28
  be
• 25:28
  for
• 25:28
  people
• 25:28
  that
• 25:29
  maybe
• 25:29
  go
• 25:29
  through
• 25:29
  a
• 25:29
  launch
• 25:30
  and
• 25:30
  they
• 25:31
  didn't
• 25:31
  purchase
• 25:31
  it
• 25:31
  with
• 25:32
  you
• 25:32
  that
• 25:32
  time.
• 25:32
  Maybe
• 25:33
  they
• 25:33
  were
• 25:33
  not
• 25:34
  warm
• 25:34
  enough
• 25:34
  to
• 25:34
  spend
• 25:35
  $1,000,
• 25:36
  but
• 25:36
  you
• 25:36
  did
• 25:36
  get
• 25:36
  them
• 25:36
  warm
• 25:37
  enough
• 25:37
  to
• 25:37
  maybe
• 25:37
  spend
• 25:38
  $200.
• 25:39
  So
• 25:39
  you
• 25:39
  don't
• 25:39
  want
• 25:40
  to
• 25:40
  lose
• 25:40
  the
• 25:40
  momentum
• 25:40
  kind
• 25:41
  of
• 25:41
  that
• 25:41
  you've
• 25:41
  created
• 25:41
  during
• 25:42
  the
• 25:42
  launch.
• 25:42
  So
• 25:42
  having
• 25:43
  something
• 25:43
  to
• 25:43
  offer
• 25:44
  that
• 25:44
  will
• 25:44
  kind
• 25:44
  of
• 25:44
  get
• 25:45
  them
• 25:45
  a
• 25:45
  taste
• 25:45
  of
• 25:45
  the
• 25:46
  results
• 25:46
  that
• 25:46
  you.
• 25:47
  You
• 25:47
  do
• 25:47
  in
• 25:47
  their
• 25:48
  big
• 25:48
  program.
• 25:49
  Kind
• 25:49
  of
• 25:50
  something
• 25:50
  to
• 25:50
  help
• 25:50
  them
• 25:50
  get
• 25:50
  a
• 25:51
  little
• 25:51
  more
• 25:51
  acclimated
• 25:52
  to
• 25:52
  kind
• 25:52
  of
• 25:52
  you.
• 25:52
  And
• 25:53
  what
• 25:53
  you
• 25:53
  do
• 25:53
  can
• 25:54
  be
• 25:54
  really
• 25:54
  helpful.
• 25:54
  And
• 25:55
  it
• 25:55
  always
• 25:55
  kind
• 25:55
  of
• 25:55
  suggests,
• 25:56
  like,
• 25:56
  after
• 25:57
  you
• 25:57
  do
• 25:57
  a
• 25:57
  big
• 25:57
  launch,
• 25:57
  there
• 25:58
  are
• 25:58
  going
• 25:58
  to
• 25:58
  be
• 25:58
  people
• 25:58
  there
• 25:59
  that
• 25:59
  just
• 25:59
  got
• 25:59
  there.
• 26:00
  So
• 26:00
  you
• 26:00
  could
• 26:01
  sell
• 26:01
  them
• 26:01
  a
• 26:01
  downsell,
• 26:02
  get
• 26:02
  them
• 26:02
  in
• 26:02
  this,
• 26:03
  they
• 26:03
  get
• 26:03
  a
• 26:03
  great
• 26:03
  result
• 26:03
  with
• 26:04
  that,
• 26:04
  and
• 26:04
  then
• 26:04
  the
• 26:04
  next
• 26:04
  time
• 26:04
  you
• 26:04
  launch
• 26:05
  the
• 26:05
  bigger
• 26:05
  program,
• 26:05
  you're
• 26:06
  better,
• 26:06
  being
• 26:06
  better,
• 26:07
  been
• 26:07
  ready
• 26:07
  to
• 26:07
  go.
• 26:08
  Yeah.
• 26:08
  And,
• 26:08
  like,
• 26:09
  honestly,
• 26:09
  the
• 26:09
  downsell
• 26:10
  has
• 26:10
  so
• 26:11
  many
• 26:11
  freaking,
• 26:11
  like,
• 26:12
  psychological
• 26:13
  reasons
• 26:14
  to
• 26:14
  why
• 26:14
  it
• 26:14
  works
• 26:15
  and
• 26:15
  why
• 26:15
  it
• 26:15
  doesn't
• 26:15
  work.
• 26:16
  In
• 26:16
  one
• 26:16
  of
• 26:16
  my
• 26:16
  favorite,
• 26:16
  like,
• 26:17
  marketing
• 26:17
  books
• 26:17
  called
• 26:18
  Influence,
• 26:19
  they
• 26:19
  talk
• 26:20
  about
• 26:20
  why,
• 26:20
  like,
• 26:21
  if
• 26:21
  you
• 26:21
  were
• 26:21
  to
• 26:21
  go
• 26:21
  and
• 26:21
  ask
• 26:22
  somebody
• 26:22
  like,
• 26:22
  hey,
• 26:23
  Jess,
• 26:23
  can
• 26:23
  I
• 26:23
  have
• 26:24
  500?
• 26:25
  And
• 26:25
  they're
• 26:25
  like.
• 26:26
  And
• 26:26
  you're
• 26:26
  like,
• 26:26
  no,
• 26:27
  no,
• 26:27
  you
• 26:27
  can't.
• 26:28
  And
• 26:28
  then
• 26:28
  you
• 26:28
  say,
• 26:29
  oh,
• 26:29
  well,
• 26:29
  can
• 26:29
  I
• 26:29
  have
• 26:30
  $10?
• 26:30
  And
• 26:30
  you're
• 26:31
  like,
• 26:31
  oh,
• 26:31
  yeah,
• 26:31
  sure.
• 26:31
  Because
• 26:32
  it's
• 26:32
  less
• 26:32
  of
• 26:32
  this
• 26:33
  kind
• 26:33
  of
• 26:33
  like,
• 26:34
  like,
• 26:34
  ask
• 26:34
  and
• 26:35
  it,
• 26:35
  like,
• 26:35
  they
• 26:35
  don't.
• 26:36
  People
• 26:36
  don't
• 26:36
  like
• 26:36
  to
• 26:36
  say
• 26:37
  no
• 26:37
  twice.
• 26:38
  And
• 26:38
  so
• 26:38
  really
• 26:39
  coming
• 26:39
  in
• 26:39
  and
• 26:39
  saying,
• 26:40
  like,
• 26:40
  okay,
• 26:41
  you
• 26:41
  said
• 26:41
  no
• 26:41
  to
• 26:41
  this.
• 26:42
  I'm
• 26:42
  gonna
• 26:42
  offer
• 26:43
  you
• 26:43
  something,
• 26:43
  like,
• 26:44
  at
• 26:44
  a
• 26:44
  more
• 26:44
  reasonable
• 26:45
  price
• 26:45
  that's
• 26:45
  like,
• 26:46
  still
• 26:46
  intriguing
• 26:47
  to
• 26:47
  you.
• 26:47
  You're
• 26:48
  more
• 26:48
  likely
• 26:48
  to
• 26:49
  convert
• 26:49
  in
• 26:49
  that
• 26:50
  if
• 26:50
  you
• 26:50
  weren't
• 26:51
  ready
• 26:51
  for
• 26:51
  that
• 26:51
  first
• 26:52
  one
• 26:52
  there.
• 26:52
  So
• 26:52
  there
• 26:53
  is
• 26:53
  a
• 26:53
  lot
• 26:53
  of,
• 26:53
  like,
• 26:54
  psychological
• 26:54
  reasons
• 26:55
  to
• 26:55
  it
• 26:55
  on
• 26:56
  the
• 26:56
  back
• 26:56
  end.
• 26:56
  And,
• 26:56
  like,
• 26:57
  if
• 26:57
  you
• 26:57
  haven't
• 26:57
  read
• 26:57
  that
• 26:57
  book,
• 26:57
  like,
• 26:58
  and
• 26:58
  you
• 26:58
  are
• 26:59
  very
• 26:59
  interested
• 26:59
  in
• 26:59
  marketing
• 27:00
  and,
• 27:00
  like,
• 27:00
  the
• 27:00
  psychology
• 27:01
  behind
• 27:01
  it,
• 27:02
  you
• 27:02
  can
• 27:02
  definitely
• 27:03
  grab
• 27:03
  it.
• 27:03
  It's
• 27:04
  so
• 27:04
  fascinating.
• 27:05
  My
• 27:05
  life.
• 27:05
  I
• 27:06
  think
• 27:06
  his
• 27:06
  name
• 27:06
  is
• 27:06
  Robert
• 27:06
  Cialidini
• 27:07
  or
• 27:07
  Cialdini.
• 27:08
  Okay,
• 27:08
  where
• 27:09
  is
• 27:09
  it?
• 27:10
  Got
• 27:11
  it.
• 27:11
  All
• 27:11
  right,
• 27:11
  so,
• 27:11
  but
• 27:12
  for
• 27:12
  all
• 27:12
  these,
• 27:12
  I
• 27:12
  think,
• 27:12
  like,
• 27:13
  the
• 27:13
  common
• 27:13
  theme
• 27:13
  is,
• 27:14
  like,
• 27:14
  you
• 27:14
  have
• 27:14
  to
• 27:15
  know
• 27:15
  your
• 27:16
  customer
• 27:17
  so
• 27:17
  well.
• 27:17
  You
• 27:17
  need
• 27:18
  to
• 27:18
  put
• 27:18
  yourselves
• 27:18
  in
• 27:18
  their
• 27:19
  shoes
• 27:19
  and
• 27:19
  kind
• 27:19
  of
• 27:20
  just
• 27:20
  map
• 27:20
  out
• 27:21
  what
• 27:21
  they're
• 27:21
  feeling
• 27:22
  at
• 27:22
  this
• 27:22
  time.
• 27:23
  What
• 27:23
  kind
• 27:23
  of
• 27:23
  support
• 27:23
  do
• 27:24
  they
• 27:24
  need,
• 27:25
  you
• 27:25
  know,
• 27:25
  in
• 27:25
  each
• 27:26
  step
• 27:26
  of
• 27:26
  the
• 27:26
  journey,
• 27:27
  and
• 27:27
  be
• 27:27
  super,
• 27:27
  super
• 27:28
  intentional
• 27:28
  with
• 27:28
  what
• 27:29
  you're
• 27:29
  offering.
• 27:30
  I
• 27:30
  think
• 27:31
  Rachel's
• 27:31
  align
• 27:32
  leads
• 27:32
  formula,
• 27:33
  if
• 27:34
  you're
• 27:34
  just
• 27:34
  starting
• 27:34
  out
• 27:34
  with
• 27:35
  this,
• 27:35
  is,
• 27:35
  like,
• 27:35
  kind
• 27:35
  of
• 27:35
  a
• 27:35
  great
• 27:36
  place
• 27:36
  to
• 27:36
  start
• 27:37
  because
• 27:38
  it
• 27:38
  kind
• 27:38
  of
• 27:38
  takes
• 27:39
  you
• 27:39
  through
• 27:39
  the
• 27:39
  process
• 27:40
  of,
• 27:40
  like,
• 27:41
  getting
• 27:41
  in
• 27:41
  touch
• 27:42
  with
• 27:42
  those,
• 27:42
  like,
• 27:43
  emotional,
• 27:43
  physical,
• 27:44
  all
• 27:45
  those
• 27:45
  needs
• 27:45
  that
• 27:45
  your
• 27:46
  customers
• 27:46
  have.
• 27:46
  I.
• 27:47
  You
• 27:47
  could
• 27:47
  probably
• 27:47
  spit
• 27:47
  them
• 27:47
  out
• 27:48
  faster
• 27:48
  than
• 27:48
  me.
• 27:48
  That
• 27:49
  was,
• 27:49
  like,
• 27:49
  One
• 27:49
  part
• 27:49
  of
• 27:49
  it
• 27:49
  that,
• 27:50
  like,
• 27:50
  really
• 27:50
  stood
• 27:50
  out
• 27:51
  with
• 27:51
  me
• 27:51
  is
• 27:51
  like,
• 27:51
  oh,
• 27:52
  man.
• 27:52
  We're
• 27:52
  like,
• 27:53
  really.
• 27:53
  We
• 27:53
  really
• 27:54
  know
• 27:54
  this
• 27:54
  person
• 27:54
  and,
• 27:55
  like,
• 27:55
  what
• 27:55
  she
• 27:55
  needs.
• 27:57
  Yeah.
• 27:57
  I
• 27:57
  think
• 27:58
  it's
• 27:58
  really
• 27:58
  important
• 27:59
  to
• 27:59
  understand,
• 28:00
  like,
• 28:00
  from
• 28:00
  an
• 28:00
  ideal
• 28:01
  client
• 28:01
  perspective,
• 28:02
  like,
• 28:02
  we're
• 28:02
  not
• 28:02
  talking
• 28:03
  about,
• 28:03
  like,
• 28:04
  they
• 28:04
  like
• 28:04
  coffee.
• 28:05
  They
• 28:07
  don't.
• 28:07
  Like
• 28:08
  we're
• 28:08
  saying
• 28:09
  they
• 28:09
  are
• 28:09
  an
• 28:09
  analytical
• 28:10
  buyer,
• 28:10
  they're
• 28:11
  an
• 28:11
  emotional
• 28:12
  buyer,
• 28:12
  or
• 28:13
  this
• 28:13
  pain
• 28:14
  point
• 28:14
  is
• 28:15
  like
• 28:16
  more
• 28:16
  of
• 28:16
  a
• 28:16
  priority
• 28:17
  to
• 28:17
  them.
• 28:17
  And
• 28:17
  like,
• 28:18
  they're
• 28:18
  more
• 28:18
  of
• 28:18
  a.
• 28:19
  They
• 28:19
  want
• 28:19
  to
• 28:19
  do
• 28:19
  it
• 28:19
  themselves
• 28:20
  first.
• 28:20
  So
• 28:21
  we
• 28:21
  really
• 28:21
  want
• 28:21
  to
• 28:21
  change
• 28:21
  the
• 28:22
  format
• 28:22
  to
• 28:22
  our
• 28:22
  lead
• 28:23
  magnet
• 28:23
  so
• 28:24
  that
• 28:24
  they
• 28:24
  can
• 28:24
  try
• 28:24
  it
• 28:25
  without
• 28:25
  the
• 28:25
  investment.
• 28:25
  Blah,
• 28:26
  blah,
• 28:26
  blah,
• 28:26
  blah.
• 28:27
  So
• 28:27
  I
• 28:27
  go
• 28:27
  through
• 28:27
  all
• 28:27
  of
• 28:28
  that
• 28:28
  and
• 28:28
  I
• 28:28
  really,
• 28:29
  I
• 28:29
  just
• 28:29
  did
• 28:29
  a
• 28:30
  training
• 28:31
  to
• 28:31
  a
• 28:32
  private
• 28:32
  program
• 28:33
  and
• 28:33
  I
• 28:34
  really.
• 28:34
  And
• 28:35
  like,
• 28:36
  I
• 28:36
  love
• 28:36
  giving
• 28:36
  the
• 28:37
  strategy
• 28:37
  behind
• 28:38
  it
• 28:38
  because
• 28:38
  I
• 28:38
  think
• 28:39
  people
• 28:39
  need
• 28:40
  to
• 28:40
  know
• 28:40
  why
• 28:41
  before
• 28:41
  they
• 28:42
  know
• 28:42
  how.
• 28:43
  So
• 28:43
  you
• 28:43
  can
• 28:43
  create
• 28:44
  all
• 28:44
  of
• 28:44
  the
• 28:44
  lead
• 28:45
  magnets
• 28:45
  you
• 28:45
  want
• 28:46
  in
• 28:46
  all
• 28:46
  of,
• 28:47
  like,
• 28:47
  spend
• 28:47
  all
• 28:47
  this
• 28:47
  time
• 28:48
  on
• 28:48
  it.
• 28:48
  But
• 28:48
  if
• 28:48
  you
• 28:48
  don't
• 28:48
  know
• 28:49
  why
• 28:49
  it's
• 28:49
  not
• 28:49
  working,
• 28:50
  you're
• 28:50
  going
• 28:50
  to
• 28:50
  keep
• 28:51
  spinning
• 28:51
  your
• 28:51
  wheels.
• 28:51
  And
• 28:51
  that's
• 28:52
  why
• 28:52
  I
• 28:52
  kind
• 28:52
  of
• 28:52
  COVID
• 28:52
  that
• 28:53
  specifically
• 28:53
  in
• 28:54
  the
• 28:54
  Align
• 28:54
  Leads
• 28:55
  program.
• 28:55
  So
• 28:56
  that'll
• 28:56
  be
• 28:56
  linked
• 28:56
  below
• 28:56
  as
• 28:57
  well.
• 28:57
  So
• 28:57
  if
• 28:58
  you
• 28:58
  like
• 28:58
  this
• 28:58
  episode,
• 28:59
  make
• 28:59
  sure
• 28:59
  that
• 28:59
  you
• 29:00
  share
• 29:00
  it
• 29:00
  with
• 29:00
  Biz
• 29:00
  Bestie.
• 29:01
  Message
• 29:01
  us
• 29:02
  on
• 29:02
  Instagram
• 29:02
  if
• 29:02
  you
• 29:03
  have
• 29:03
  any
• 29:03
  questions.
• 29:03
  If
• 29:03
  you
• 29:03
  have
• 29:04
  any
• 29:04
  episodes
• 29:04
  that
• 29:04
  you'd
• 29:04
  like
• 29:05
  to
• 29:05
  see
• 29:05
  to
• 29:05
  do
• 29:06
  next
• 29:06
  week,
• 29:06
  we'll
• 29:06
  be
• 29:07
  doing
• 29:07
  an
• 29:07
  episode
• 29:07
  on
• 29:08
  Breaking
• 29:08
  down
• 29:09
  the
• 29:09
  nurture
• 29:09
  sequence,
• 29:11
  which
• 29:11
  again,
• 29:11
  Rachel
• 29:12
  said
• 29:12
  of
• 29:12
  genius.
• 29:13
  And
• 29:13
  then
• 29:13
  the
• 29:13
  following
• 29:13
  week
• 29:14
  will
• 29:14
  be
• 29:14
  debriefing
• 29:15
  my
• 29:16
  2.7.
• 29:16
  I
• 29:17
  had
• 29:17
  million
• 29:17
  dollar
• 29:17
  launch.
• 29:17
  I'm
• 29:18
  chang
• 29:18
  it
• 29:18
  to
• 29:18
  2.7.
• 29:19
  It's
• 29:19
  not
• 29:19
  mine.
• 29:20
  It
• 29:20
  was
• 29:20
  a
• 29:20
  whole
• 29:20
  team
• 29:20
  effort,
• 29:21
  a
• 29:21
  whole
• 29:21
  wonderful
• 29:21
  team
• 29:22
  effort.
• 29:22
  But
• 29:22
  I
• 29:22
  have
• 29:22
  so
• 29:22
  many
• 29:22
  good
• 29:23
  nuggets
• 29:23
  to
• 29:23
  share.
• 29:24
  So
• 29:24
  make
• 29:24
  sure
• 29:25
  that
• 29:25
  you
• 29:25
  subscribe
• 29:26
  so
• 29:26
  that
• 29:26
  you
• 29:26
  don't
• 29:26
  miss
• 29:27
  a
• 29:27
  thing.
• 29:28
  And
• 29:28
  until
• 29:28
  next
• 29:29
  week,
• 29:30
  we're
• 29:30
  in
• 29:31
  for
• 29:31
  you.
• 29:34
  Free
• 29:34
  audio
• 29:35
  post
• 29:35
  production
• 29:37
  by
• 29:37
  alphonic.
• 29:38
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