This Super Boring Concept Will Fix Your Entire Business if You Master It!

Kasim: 00:00:11

Michael Jordan said, Get the fundamentals down and the level

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of everything you do will rise.

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Now, that's an interesting quote

to read and, you know, spew on

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a YouTube video, but what if you

were to really integrate that?

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Like, what if we went back to

fundamentals on a regular basis,

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or at least a semi regular basis,

and made sure to sharpen the saw?

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That's what I'd like to do in this video.

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I want to talk about the marketing funnel.

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And I realize that that's

such an unsexy topic.

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So much so that I know I'm not going

to get as many views as I should.

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Because the title alone isn't really

going to capture enough interest.

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I should think of a good clickbait title.

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But, I think this is one of the most

important paradigms for you to integrate.

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it's such a critical framework.

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And I love frameworks, by the way.

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Frameworks are just really, you know,

generally very academic, but really easy.

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Lenses through which to view things

that make decision making simple and

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the marketing funnel is is one of those

frameworks that if you Use it helps

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you with every single marketing task

you take on it's a phenomenal utility

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when, again, when it's fully integrated.

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So I'll stop selling you on it.

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Just, just come with me a little

bit on this journey and I'll see

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whether or not I convince you.

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The first thing that I want to make

sure that we're just aware of cognizant

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of acknowledge is the fact that the

marketing funnel is not an invention.

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nobody created this.

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It's an observation.

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It's the logical sequence through

which a human being naturally.

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Traverses on their way to

making a purchasing decision.

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And if you wanted to, you could zoom

out and stop calling it a marketing

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funnel and just call it a decision

funnel and then say it's the logical

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sequence to which people walk through

in order to make any decision.

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But because we're in marketing,

we're gonna refer to this

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as the marketing funnel.

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Now the stages of the

marketing funnel are, variable.

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You'll see a lot of different ones.

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the nomenclature changes.

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The funnel that I like is

Awareness, Interest, Consideration,

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Intent, Evaluation, Purchase.

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Six stages of the funnel.

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There's three primary facets.

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There's top of funnel, middle

of funnel, bottom of the funnel.

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And so because there's six stages,

each of the facets gets two stages.

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So at the very top of the

funnel you have awareness.

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And the funnel tapers.

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Right?

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So the people that are at the

top aren't all going to move.

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People at level one, let's say if

awareness is level one, aren't all going

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to move to level two, which is interest.

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And not everybody at level two will move

to level three, which is consideration,

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et cetera, et cetera, so on and so forth.

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That's why we call it a funnel because

accounts for the dilution that is kind of

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the natural atrophy of the interest that

you're going to see people experience.

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Now, I'm going to walk through each of

the phases and then talk about how we

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use those phases in our marketing, in

our decision making, in our planning etc.

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the very first...

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Phase awareness.

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This is the top of the funnel and what's

interesting is this is what people

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generally think of when they think

of content creation Like if you set a

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brand new business owner or honestly a

tenured business owner That's never done

61

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content creation If you sat somebody

down who's relatively new to content

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creation and and you started brainstorming

topics for them They'd go straight

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to the tippity top of the funnel, you

know, right like what is Google Ads?

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What is a Google Ads agency?

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How should you show like it's just

all the stuff it's the 101 let's So

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what's interesting about the awareness

stage specifically is this is where

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we serve customers who have yet or are

becoming problem and or solution aware.

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Now the reason that I think this is

so interesting is because the funnel

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as a visual doesn't do this justice.

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This is.

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Everybody, like if you were to

really visualize the funnel at true

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scale, it would be this massive,

you know, expanse, almost infinite

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expanse, the size of the universe.

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And then it would immediately taper

down because the difference between

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awareness and interest is is massive.

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And part of that is because.

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huge disparity between those

that are problem aware and

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those that are solution aware.

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And both problem aware and solution aware

exist within the awareness category.

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Now, if somebody's problem aware,

it's like, Oh, my foot hurts.

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I don't have enough money.

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I can't attract a spouse,

like I'm problem aware, right?

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Like my foot hurts, but I'm not

yet solution aware because my foot

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hurts could mean so many things.

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It could mean diabetes.

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It could also mean that I'm cold,

there's a million reasons that my

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foot can hurt and I'm not trying to be

flippant or, waste your time with humor.

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But, taking things to those extremes

is really necessary from a marketing

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perspective because you don't always

realize how difficult it can be for people

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to connect a problem with a solution.

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And you're working backwards, by the way.

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You're looking in the rearview mirror

and saying like, I have this perfect

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product that solves these problems.

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Why don't these people with the

problems realize that my product

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is going to work for them?

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Well, you need to connect that.

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one of the questions to ask

yourself, and if you want to

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treat this video like a workshop.

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Which you could.

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The first question is, is how, why, and

when do people first become problem aware?

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I'll use my real estate investing

experience as a background.

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If I'm buying houses fast

for cash, that's my offer.

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So you want to sell your house

fast for cash, I'll buy that house.

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What's really interesting about that

is when you're problem aware, generally

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speaking, the problem isn't the house.

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The problem is something else.

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The problem could be relocation,

job loss, divorce financial issues

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You could have home problems that

begin to open up some of what the,

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the, the global picture looks like.

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You know, like if you're having

financial issues and all of

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a sudden your roof caves in.

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Well, that's a house problem, but

the real problem isn't the house.

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The real problem is the finances.

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But now the, the solution...

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becomes potentially, Hey, sell your house.

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If you sell your house, we can

get you out of this problem.

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But because I know what problem

aware looks like as a real estate

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investor, I can begin creating

content around that specific problem.

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So, I'm in an area where I know that

people are relocating often, this happens

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a lot with members service members

which honestly gets a little predatory.

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I don't love this.

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facet of the real estate.

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Not that I'm judging, but long as

it's done well, you can actually be

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really helping people out of a tight

spot, but it's not always done well.

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But with, service members, they bought

a house or in the house and all of a

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sudden they get orders and you gotta go

we're shipping you across the country.

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And They're now problem aware.

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Gosh, I have to go, I have to move.

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And that's a big problem

for a bunch of reasons.

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But one of the reasons is I have

this house and, but then now

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there's a bunch of questions.

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It's like, do I sell the

house, lease the house?

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Do I try to like short

term rental et cetera.

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And so if I wanted to serve that

avatar, what I would start to do is

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create content around what happens.

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what, Solutions exist when

you have orders to leave.

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one of the, ones that was really

significant for us when we were fixing

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and flipping houses was divorce.

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And so we created a bunch of content

on properties, the sale of a property

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through the lens of a divorce.

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you're problem aware, gosh, you

know, I'm getting a divorce,

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this is horrible, this sucks.

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And then I, we can move you

to being solution aware.

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Once somebody's solutions aware,

solution aware, that's when the

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funnel actually begins its taper.

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It's not just, you know, this

massive extensive of people.

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It begins to kind of maintain

continuity with the visual.

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And the solution aware is

a lot easier to speak to.

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This is where I'd strongly

encourage you to begin.

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Managing misinformation.

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Because people that are solution

aware, they might know too much,

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and they might know a bunch of

stuff that they shouldn't know.

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You know, for instance, if you have any

Google right now today, try this for

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me, Google any medical issue, be like,

my spleen hurts when I touch a potato.

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Google's gonna come back

with AIDS and cancer.

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Like, every medical issue ever,

this is a ubiquitous truth,

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is AIDS and cancer on Google.

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So if you have whatever it is, my

hair turns, Purple in autumn when

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I watch Gilmore Girls, like, oh,

that's AIDS for sure, or cancer.

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So, that's one of those solution

aware situations where you want to

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make sure that you're like, hey,

this could mean a lot of things and

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we need to talk about, what that is.

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And, to put that maybe in better

perspective I can't tell you how

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many people come to me thinking

that, They need traffic when

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they don't actually need traffic.

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They need, better conversion or

better sales or better offers.

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So they're solution aware,

but they actually might be

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aware of the wrong solution.

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Start managing misinformation

from the very beginning.

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So again, if we're treating this as a

workshop begin asking yourself, How, when,

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and where do people become problem aware?

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And very often, problem awareness can

happen way before solution awareness,

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way before solution awareness.

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I'm lonely happens way before I'm willing

to go on a dating site, but if you're that

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dating site, you want to kind of figure

out, well, when does, when does the, the

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acknowledgement of loneliness actually...

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kick in because that's, that's a

potential catalyst and that's a

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catalyst that you can use in order

to get in front of somebody if you

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wanted to help them with that problem.

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map it out.

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When do people become problem where, and

then when did they become solution aware?

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And what does that timeline look like?

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That timeline is going to be

really, really critically important.

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Next stage of our funnel is interest.

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the awareness content in the interest

content kind of bleed into each other.

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Sometimes they're difficult to

tell apart depending on know,

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what kind of business you're in.

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what I like to say is the interest

based content is just like awareness

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content, but with more details.

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Because if you weren't interested,

you wouldn't have kept reading

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or watching or, engaging,

whatever whatever the content is.

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So awareness content top of the funnel

tends to be kind of hands like, Hey,

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you know, we've got information here.

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If you want it.

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And then interest content is, oh,

they're starting to actually engage,

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they're starting to dive deep, they

want to know more, they want to get

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into the details, they want the triple

PhD dissertation they're interested.

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I am interested.

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Now what they're interested in needs

to maintain continuity with where they

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came from an awareness perspective.

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This is where your funnel

gets very three dimensional.

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Because if I started

talking to you about...

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Property from a divorce lens.

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Well, that's awareness.

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But then when I move you to interest,

I can't just move you into Oh, you're

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interested in selling your property.

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Great No, I need to move you

into interest, but again,

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maintaining that lens.

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It's like, know, in the event of divorce,

we need to see if you have a trust in

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place, that makes things a lot easier.

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If you can do a quick claim deed,

was this in one person's name

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before, et cetera, et cetera.

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so realize that maintaining

continuity is important.

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But you don't have to do it

all right out of the gate.

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Instead, just pay attention

to your analytics.

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And top of the funnel analytics

is still really easy to get

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a hold of because you're not

trying to track individual users.

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So what you can do is you can start to

say like, Gosh, my awareness content

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crushes here, this level of analysis.

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a mechanic.

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I've got all of these services.

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but people are really diving deep on the

oil change stuff for whatever reason.

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I'm gonna maintain that continuity as I

create the interest based interest is like

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awareness content, but with more details.

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And that's why those two live inside

of the top of the funnel together.

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Now, once somebody has moved

to the middle of the funnel,

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they've moved into consideration.

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This means that it's no longer a problem.

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It's now their problem

and they want to solve it.

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So like, I have a problem

that I'm actually.

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Potentially interested in solving.

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I'm considering solving this problem.

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I might not be considering solving

the problem with you, but I'm

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considering solving the problem.

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And this is one dangerous

phases of the funnel.

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It actually might be one of the

most dangerous phases of the funnel.

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If you're heavy, heavy, heavy into sales,

because Salespeople look at consideration

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and they see somebody at the extreme

bottom of the funnel is ready to buy.

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A salesperson misinterprets

consideration to an extreme.

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And you'll actually see

this a lot in dating.

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You'll see there are people, men and

women, who are excellent salespeople.

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They're good closers, let's say.

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And good closers will take...

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Even the slightest sign of potential,

maybe this is an option for me

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and they'll go for the jugular.

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And then depending on who they're

working with, potentially scare them off.

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be cautious with the consideration phase.

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They're not ready to buy.

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They're considering all their options.

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As a matter of fact, this is

a really good opportunity for

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you to build content around.

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You versus, and you'll see SaaS

products do this really, really

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well, but anybody could do this.

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you versus other competitors,

you versus alternatives.

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Show them, help them

with their consideration.

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This is where, details, product

information, charts, offerings.

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This is, where you start to really

break down what's included, what's

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involved, how long it takes.

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This is the nitty gritty.

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And.

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Well, I'll get to why this stage

is so important in a moment that I

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don't want to shy him along myself,

but that's the consideration phase.

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And then the second half of the

middle of the funnel is intent.

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Intent means, you know

what, I've considered it I'm

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gonna solve this problem.

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Like I am definitely going to make a

purchase with somebody at some point.

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That doesn't mean with you

and that doesn't mean now.

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Right?

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With somebody at some point.

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And the intent phase is

a pretty short phase.

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That's when they start to build their

short list, schedule appointments,

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they move into evaluation.

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So, one of the things that's really

important to understand, because now

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that we're at the bottom of the funnel,

I want to talk to you just a little bit

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about we went through the top of the

funnel which is awareness and interest.

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We went through the middle of the

funnel, which is consideration and

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intent, and realized for a moment the

funnel exists with or without you.

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If you don't create this

content, that's fine.

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Maybe you don't want to.

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Maybe you shouldn't.

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Maybe you're in an industry

where you don't have to.

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So many industries are

like that, by the way.

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The automobile industry is one of them.

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The automobile industry does not

need to create top and middle.

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Content.

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Some of them do, but people are

going to buy a car no matter what.

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But that's the issue, is if you don't

create the content, somebody else will.

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And that's somebody else's

narrative that they're imbibing

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and being indoctrinated with.

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So the funnel again is, , it's

not something anybody

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invented, it's an observation.

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These are the steps that people naturally

walk through in order to make a decision.

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And if you don't want to

participate in those steps, fine.

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But then you're at the mercy...

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Even if you can get in front of them, even

if you can intercept them in very, very,

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very often, you can, by the way, you're

at the mercy of everything they've learned

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at the top of the middle of the funnel.

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And it's really, really, really

hard to unlearn folks, right?

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Like once somebody has kind of committed,

especially once they're in the evaluation

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states, they kind of know what they

want or think they know what they want.

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And you're going to have a hard

time backing them off unless you

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have the content that allows.

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That gives you that opportunity.

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that's even true if they were

never exposed to your content.

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If you capture somebody, they're

at the bottom of the funnel.

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they've come to you with a bunch of,

misnomers, misunderstandings just,

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just they're on the wrong page.

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If you have the top and middle of the

funnel content that they should have

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been exposed to ready and accessible,

that's a way better approach than you

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just trying to talk them out of it.

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if I tell somebody, Hey, it can take up

to six months for your Google ad campaign

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to fill in, 50 percent of all Google ads

campaign, it can take up to six months

313

: 00:13:20

for your Google campaign to prove concept

and up to 50 percent of all Google ads

314

: 00:13:24

campaigns fill in the first 90 days.

315

: 00:13:25

Me just saying that.

316

: 00:13:26

That sounds a little, you know, like,

all right, man, you're trying to burst

317

: 00:13:29

my bubble and you're being cautious, but

if I send you the articles or the videos

318

: 00:13:33

that I have on that topic and kind of

show you that, hey, we've built a lexicon

319

: 00:13:37

of knowledge around this narrative my

ability to buttress my argument against

320

: 00:13:42

other people's arguments improves.

321

: 00:13:44

It's not guaranteed, but it improves.

322

: 00:13:46

So the top and middle of the funnel

are going to exist with or without you.

323

: 00:13:49

But we'll get into the

bottom of the funnel.

324

: 00:13:51

This is, and this is where

most businesses go, by the way.

325

: 00:13:55

this is at least where they start.

326

: 00:13:57

They just go sell some stuff.

327

: 00:13:58

and this is also, by the way,

marketing bridges the gap to sales.

328

: 00:14:01

So the bottom of the funnel,

depending on, you know, if you're

329

: 00:14:03

e com, it's still mostly marketing.

330

: 00:14:06

It's, there's a little sales involved,

but it's still mostly marketing.

331

: 00:14:08

But, you know, if you're, lead gen,

info products high ticket, whatever

332

: 00:14:12

this is maybe mostly sales, right?

333

: 00:14:14

And then depending on where

you are, you get to decide your

334

: 00:14:16

distribution between the two.

335

: 00:14:17

It could be 80 20 one way or the other.

336

: 00:14:19

For evaluation.

337

: 00:14:20

Especially if you're high ticket,

this is where they're probably

338

: 00:14:22

going to want to talk to somebody.

339

: 00:14:23

At an absolute minimum, chat in, drop

a ticket, but more likely schedule

340

: 00:14:27

an appointment, hop on the phone.

341

: 00:14:29

And you need to know that.

342

: 00:14:30

You need to know, oh, the evaluation

phase, they're expecting X.

343

: 00:14:34

Now, you can reinvent

the wheel, by the way.

344

: 00:14:36

We saw Elon Musk do that with cars.

345

: 00:14:37

People bought Teslas online, without

ever talking to a human being.

346

: 00:14:40

And if you told me he was

going to do that, I'd be like,

347

: 00:14:42

there's no way that works.

348

: 00:14:43

Bam!

349

: 00:14:44

Look how stupid I am.

350

: 00:14:44

So, you're allowed to

break the rules, but...

351

: 00:14:47

Yeah, I tell my children this.

352

: 00:14:48

You can break any rule you

want, as long as you're willing

353

: 00:14:50

to face the consequences.

354

: 00:14:51

It's good advice for me, too.

355

: 00:14:52

You're allowed to break the rules,

but be really careful, especially

356

: 00:14:55

when you're spending a bunch of money

driving people to an evaluation phase.

357

: 00:14:58

This is generally where they

want to talk to somebody.

358

: 00:14:59

From an e com perspective, or, SaaS

even, or, online buy, this is where they

359

: 00:15:03

start watching demo videos, actually

utilizing the product, downloading things.

360

: 00:15:07

This is where they're getting

very active and interactive.

361

: 00:15:09

This is where they want to use

it, see it, feel it, touch it.

362

: 00:15:11

Their own, how am I going to

play and interact with this?

363

: 00:15:14

And then of course, at the extreme

bottom of the funnel is purchase.

364

: 00:15:16

they bought, you won, congrats.

365

: 00:15:18

End zone dance.

366

: 00:15:19

Here's the thing.

367

: 00:15:20

Don't abandon them here.

368

: 00:15:22

Don't leave them here.

369

: 00:15:23

So many businesses do this.

370

: 00:15:27

It's more businesses than

not, to be honest with you.

371

: 00:15:30

And I think it's because our, day to day

purchase experiences have taught us that.

372

: 00:15:35

Oh, you checked out, you

know, you go to target, right?

373

: 00:15:37

And I'm at target and I need to

get iced coffee and toothpaste.

374

: 00:15:40

And I grab my iced coffee

and I grab my toothpaste.

375

: 00:15:43

And then I, go to the checkout

counter and then I leave target.

376

: 00:15:45

And once I've checked out,

Target's Obligation to me is over.

377

: 00:15:50

They'd take away the air

conditioning if they could.

378

: 00:15:52

Right?

379

: 00:15:53

Like, when you walk in, it's

like, Oh, how can we help you?

380

: 00:15:55

And they're usually pretty good about

helping you find things, and you've

381

: 00:15:57

got all these signs and directions and

aisles, and they're at your service.

382

: 00:16:01

Check out.

383

: 00:16:02

Thank you.

384

: 00:16:02

Have a nice day.

385

: 00:16:03

And have a nice day means GTFO.

386

: 00:16:05

Bro, you are wasting my time now.

387

: 00:16:07

And that's true for, you know, stores

and restaurants and no matter how

388

: 00:16:11

friendly somebody is, like, you know

that your purchase experience is

389

: 00:16:14

over and they want you to move on.

390

: 00:16:16

And we've done that with And I think

that that's a flawed model because

391

: 00:16:20

generally speaking, we're not target,

I think if we were to continue and

392

: 00:16:24

I think the target has some ability,

there is some improvement opportunity.

393

: 00:16:27

Let's say that they're

not taking advantage of.

394

: 00:16:29

And so many retailers are seeing this,

but then every now and again, there's

395

: 00:16:32

a retailer that really does follow

you home and make you feel like,

396

: 00:16:36

Oh man, Ikea does this really well.

397

: 00:16:37

I feel like I know Ikea

has their problems, but.

398

: 00:16:39

Yeah.

399

: 00:16:40

When I buy something from Ikea

and I bring it home to put it

400

: 00:16:42

together the support available to

me after the fact is pretty good.

401

: 00:16:46

it's not nothing, especially

given what they charge.

402

: 00:16:48

So after somebody buys, justify the

purchase, make them feel warm and fuzzy,

403

: 00:16:53

love on them, over deliver if you can.

404

: 00:16:55

I like to say give first,

give last, give more.

405

: 00:16:57

Give them more than they expected.

406

: 00:16:58

This is really easy to do with

info products, by the way.

407

: 00:17:00

I mean, sometimes it's as simple

as like an ebook or a mini course.

408

: 00:17:03

Just be like, Hey, you know,

here's my bestselling book.

409

: 00:17:05

You can see it on Amazon.

410

: 00:17:06

I wanted to give this to you.

411

: 00:17:07

I really appreciate you

doing business with me.

412

: 00:17:09

And I don't know.

413

: 00:17:09

I just thought maybe this would be

helpful, whatever it ends up being.

414

: 00:17:12

Use the purchase as an opportunity

to build the relationship.

415

: 00:17:15

This is especially true if

you're in any service industry.

416

: 00:17:19

You should shock and awe them.

417

: 00:17:21

Overwhelm them with value.

418

: 00:17:23

This doesn't mean that they need

to get a gift basket, by the way.

419

: 00:17:26

This just means that they need to

feel like, Oh, they're for real.

420

: 00:17:32

You know, when somebody signs on at

Solutions Aid, I hope you don't mind me.

421

: 00:17:34

Pat myself on the back.

422

: 00:17:35

Our onboarding process is insane.

423

: 00:17:38

It's probably the thing I'm, one

of the things I'm most proud of

424

: 00:17:42

at our agency, especially from

an infrastructure perspective.

425

: 00:17:44

You sign on with Solutions 8 and you

go through this onboarding process

426

: 00:17:47

and it is rock solid step by step,

click by click, point by point.

427

: 00:17:50

And there's a dedicated onboarding

manager there to help you.

428

: 00:17:52

And it's, polished and seamless and easy.

429

: 00:17:55

Especially given how difficult

a process it is naturally.

430

: 00:17:58

That's shocking.

431

: 00:17:58

All right there.

432

: 00:17:59

That's a massive, you know, we actually

invested in the onboarding and so many

433

: 00:18:02

agencies are like, Oh, we got their money.

434

: 00:18:04

Awesome.

435

: 00:18:05

But that's why the average age of agency

retention is four months to my 14.

436

: 00:18:09

Right.

437

: 00:18:09

So, so don't stop marketing after sales.

438

: 00:18:13

And I think you already

know what that means.

439

: 00:18:15

A couple of observations that

I've made is, all businesses.

440

: 00:18:18

Start at the bottom of the funnel,

you know, you start a new business

441

: 00:18:20

tomorrow You're gonna have to build

bottom of the funnel content Naturally,

442

: 00:18:23

if you start at the top of the funnel,

by the way, you're procrastinating.

443

: 00:18:26

It's not even a business

You're just a blogger.

444

: 00:18:28

So all businesses start at the top

of the funnel or at the bottom of the

445

: 00:18:30

funnel When they've mastered the bottom

of the funnel, they move to the top.

446

: 00:18:33

They're like, all right, cool, we've

got everything we need at the bottom of

447

: 00:18:35

the funnel, which isn't hard, depending

on what it is that you're selling.

448

: 00:18:37

I've described it.

449

: 00:18:38

We did it.

450

: 00:18:38

We're ready to go.

451

: 00:18:39

We're ready to sell.

452

: 00:18:40

I've got the contracts, the

agreements, the case studies,

453

: 00:18:42

and as much as they exist.

454

: 00:18:43

Then they move to the top.

455

: 00:18:44

So businesses lock down

the bottom of the funnel.

456

: 00:18:46

They start to get the top of the funnel.

457

: 00:18:48

And some businesses do

that really, really well.

458

: 00:18:52

The weak link for everybody

is the messy middle.

459

: 00:18:55

It's the consideration intent phase.

460

: 00:18:57

Which again is really dangerous

because a lot of people misinterpret

461

: 00:18:59

consideration for purchase intent.

462

: 00:19:02

And it's not yet.

463

: 00:19:03

It's not.

464

: 00:19:03

So, what you need to do is connect

the problem with their problem.

465

: 00:19:07

There's Scott Benham.

466

: 00:19:09

He's a fractional COO.

467

: 00:19:11

Really, really brilliant guy.

468

: 00:19:12

I got to work with him a couple of times.

469

: 00:19:14

He taught me...

470

: 00:19:15

The, how to overcome the three

biggest objections in sales.

471

: 00:19:18

The first objection is, does this work?

472

: 00:19:19

Second objection is, does

it work for people like me?

473

: 00:19:21

Third objection is, does this work for me?

474

: 00:19:24

That's kind of the funnel.

475

: 00:19:25

Kind of.

476

: 00:19:25

So, so help them connect those dots.

477

: 00:19:27

And one of the best ways to do

this, by the way, is case studies.

478

: 00:19:30

Case studies, testimonials, user stories,

implementation reports, product reviews.

479

: 00:19:34

Show them the stuff.

480

: 00:19:36

This is how it works.

481

: 00:19:37

Demos.

482

: 00:19:38

Show them in action.

483

: 00:19:39

and the more specific you can get to them.

484

: 00:19:41

I'm a dentist, I'm watching

your generic Google ad.

485

: 00:19:44

Tutorial.

486

: 00:19:45

All right, cool.

487

: 00:19:45

but if it's for dentists, right instantly,

it's like, okay And then if we hear line

488

: 00:19:49

of demarcation, by the way, they start

taking notes I love anytime I'm talking

489

: 00:19:53

doing a workshop a class whatever And you

can always see you're watching the crowd

490

: 00:19:57

and then all of a sudden you see this and

then everybody or if you know Now they've

491

: 00:20:01

got their laptops up some old Everybody's

head drops and they start typing.

492

: 00:20:04

That's why I just always

try to make a mental note.

493

: 00:20:06

I'm like, okay spend more time

there That's what they wanted

494

: 00:20:08

to hear they're not writing it

down, it's not interesting enough.

495

: 00:20:11

Be really careful about losing

the funnel to somebody else.

496

: 00:20:14

Be really careful about only poaching

other people's bottom of the funnel

497

: 00:20:16

because even if you get that customer,

they've been taught by someone else.

498

: 00:20:19

They have bad habits, misunderstandings.

499

: 00:20:20

And be really careful about gated content.

500

: 00:20:23

I hate gated content.

501

: 00:20:24

I tell Google, anytime Google now gives me

content that makes me subscribe, I don't

502

: 00:20:28

want to hear from these people anymore.

503

: 00:20:29

Everything you've got, pricing,

specs, terms, requirements,

504

: 00:20:31

integrations, put it out up front.

505

: 00:20:33

My pricing is public.

506

: 00:20:34

I'm one of the only

agencies that does this.

507

: 00:20:36

I cannot tell you how much this serves me.

508

: 00:20:38

We don't negotiate.

509

: 00:20:39

We don't have to.

510

: 00:20:40

and people know.

511

: 00:20:41

right on it may be either it's like, oh

gosh, that's expensive or manic, you know

512

: 00:20:44

That's actually really accessible given

how good they are put all your info right

513

: 00:20:48

out front put your skunks on the table

as they say and Build out your funnel

514

: 00:20:52

build out your funnel serve the funnel

and then as you were walking through

515

: 00:20:55

any Marketing endeavor running ads.

516

: 00:20:57

You're building creative.

517

: 00:20:58

You're whatever it is.

518

: 00:20:59

You're rebuilding the website every

New step every phase every asset.

519

: 00:21:04

The question is as well Where

are they in the funnel?

520

: 00:21:06

And sometimes you'll have assets

that serve every stage of the funnel.

521

: 00:21:08

That's awesome.

522

: 00:21:09

Good for you I feel like the pricing

page is a lot like that actually but

523

: 00:21:12

ask yourself that question because it

changes the paradigm it changes how

524

: 00:21:15

you speak to your customer changes

the words that you use How much jargon

525

: 00:21:18

you're relating how long something is?

526

: 00:21:20

Where it links to where it goes the

offer that you're making This is going

527

: 00:21:24

back to my Michael Jordan quote get

the funnel miners down and the level of

528

: 00:21:27

everything you do will rise This is one

of those fundamentals that you're like,

529

: 00:21:29

gosh, why did he just spend 30 minutes

talking to me about something that I've

530

: 00:21:32

known about for my entire marketing life?

531

: 00:21:34

Well, you know, you've known about it,

but were you doing it, were you actively

532

: 00:21:37

working on trying to integrate the

funnel into your business and making

533

: 00:21:40

sure that you're speaking to people

at every single stage in the funnel?

534

: 00:21:42

Probably not.

535

: 00:21:43

Probably not.

536

: 00:21:44

Right?

537

: 00:21:44

Me neither.

538

: 00:21:44

Egg on my face.

539

: 00:21:45

Like I don't, I don't

do this nearly enough.

540

: 00:21:47

It's actually, if you really look at our

most recent videos, we're moving to the

541

: 00:21:50

middle of the funnel in a lot of ways.

542

: 00:21:52

Mostly because we're running out

of Google Ads stuff to talk about.

543

: 00:21:54

Anyway, I hope this was helpful.

544

: 00:21:56

I'd love to hear your

thoughts in the comments.

545

: 00:22:00

I shoot a video every day.

546

: 00:22:01

I'll see you tomorrow.