Full transcript
0:00all right so Greg I'm gonna meet you
0:04here Greg you're a muted hey guys how
0:08you doing good hey you going good good
0:12hey two questions the first one I'll ask
0:15first because it sounds like I'm the
0:17only one in line I've had my Facebook
0:20ads running for two weeks spent about I
0:23think three thousand dollars or so had
0:26seven strategy calls booked three show
0:28up two of them were just qualified the
0:34KPIs are such we're like Mike my cost
0:36for lead my cost per lead is not too far
0:40out of whack my cost per click is but my
0:42relevance for is pretty damn low and all
0:44of them question is I know we don't
0:47really care as much about CPC but which
0:54ones which variable which metrics should
0:56I pay most attention to for instance if
0:57I have a route like a $9 CPC but I have
1:00a cost per lead that's an KPI is that
1:04okay the only thing that really matters
1:09is cost per acquisition and then the
1:12next one you start from the end and then
1:15you work backwards
1:15they ends the most important thing but
1:17if we don't have data on that then we
1:19have to go to the next closest thing to
1:20the end so you don't even important know
1:26there's it's ages away from the end like
1:29the end would be cost per acquisition
1:31have you had a customer from this
1:33campaign yet I haven't closed any now
1:36okay have you had strategy sessions yes
1:39all right so then we want to look at
1:41cost per strategy session what's that
1:43yeah all right it's not too far outside
1:47of KPI I don't have it in front of me
1:48but it's actually pretty close okay
1:53within KPI its $76 and then it was like
1:58a hundred and twenty dollars cool and
2:01then how many of the strategy sessions
2:03have you done there was three yes so
2:08nothing odd keep it is you're getting
2:11strategy sessions at the right price I
2:12mean
2:13let's say you wish you these assumed you
2:15close at 20%
2:17you've had three but you didn't close
2:19any so in the next two one might not
2:21close one might closed then you know
2:24everything will work provided you're in
2:26KP idea but there's no need to freak out
2:29and look at the numbers we just start at
2:31the end and work backwards okay yeah
2:34because I mean I think everybody I've
2:35heard a lot of other people say the same
2:37thing but you know I got I got the
2:39strategy sessions booked in the first
2:40four or five days and it's been pretty
2:42quiet ever since
2:43so I iterated they iterated the headset
2:47and added some new ads to it and
2:48launched them and that type of thing you
2:51know
2:51for the course instruction but is there
2:56any anything abnormal about having the
2:58traffic to your ad kind of fall off
2:59after a few days well it it totally
3:07depends what's going on so I mean how
3:09how long have you been it have you had
3:11been advertising consistently for a
3:13certain amount of time yeah for two and
3:17a half weeks all right and so you said
3:23you got the first all the strategy
3:25sessions in the first few days and
3:26nothing nothing since yeah in the first
3:30week we'll say I got all the strategy
3:32sessions and nothing in the second do
3:34you have that spreadsheet that we use to
3:37track you per thing I do pulling it up
3:40right now actually do you use yeah if
3:46you just take a screenshot of it mm-hmm
3:50and then just post it in the accelerator
3:52Facebook group and I can look at that
3:55and see what's going on
3:57do you want to see the the month
4:03performance month one yeah yeah right
4:07now
4:25maybe no it's when it's in the group no
4:27look I'm posting it right now done cool
4:53you post it in up level yeah sure oh now
5:06I did cool I I mean the the specific tab
5:17like month one so I can see every day
5:21that's making up these numbers okay
5:26doing that right now here we go
5:40all right
5:43it
5:48all right so
6:20so I'm just looking at this fuel cost
6:30per strategy session I mean you've spent
6:35if you scroll down to total spend what
6:38does total spend you don't need a
6:39screenshot it just tell me what's total
6:41spenders so far here in twenty six
6:44twenty five was that doesn't include me
6:45retargeting my total funds right on
6:47three thousand three thousand and then
6:50you've had a total of one two three four
6:55five strategy sessions well five surveys
7:00I've received three surveys and eight
7:04eight opt-in for a meeting but they
7:08didn't fill out the survey so I didn't
7:09give him the meeting strategy session so
7:11how many surveys just five three so one
7:18two three I'm through you say in
7:20five-year you're right you're absolutely
7:21right by okay so I mean you're paying
7:28$600 per strategy session not
7:30seventy-five yeah I don't know how that
7:33happened on the sheet here probably I
7:36probably screwed up part of the formula
7:39you're right yes that that's the you
7:43know you don't have any sales so we
7:45can't use that that's where we would
7:46start but we don't have that so we come
7:49back here to how many calls you had you
7:52haven't done that many calls so we don't
7:54we don't assume there's an issue with
7:56this with the sales process because you
7:58haven't done enough for us to know so we
8:00work backwards and then we look at your
8:02cost per strategy session or cost per
8:04survey which is very high 600 so that
8:07it's too high you won't be able to make
8:10things work with the cost per strategy
8:12session that high so we want to look at
8:17the video conversion rate so how many
8:20leads have your head in total what does
8:22it say at the bottom of their column
8:27it's over a hundred and we just look
8:29here
8:32we that lead just leads here it should
8:37have a total at the bottom of this
8:39column Oh 102 and you've had five out of
8:46102 so that is kind of normal I mean
8:50yeah that's like you know 5% or just
8:53done
8:54yeah 5% so it's in between five and ten
8:58there's kind of normal so then it's go
8:59backwards and we're going to go to
9:03landing page conversion so how many
9:06clicks does it say at the bottom of that
9:07column there
9:10you talk about that lp3 is 31% I know
9:14that you mean clicks how many clicks of
9:17yet 414
9:29so that's 25% so that's good landing
9:32page conversion is good so then we have
9:36to come back to CPC and this is where
9:42it's all starting to get high yeah all
9:45right so you see this process I'm doing
9:47to work backwards here and each time I
9:50check like all the systems and check
9:51here let's keep going back keep going
9:53back keep going back and now we're at
9:56CPC and CPC looks pretty high because
10:00you've spent 3,000 bucks and you've had
10:03414 clicks so let's calculate that
10:09you're paying $7 20 per click okay which
10:16is very high very high so and then if we
10:26look back at your CT ours
10:29your CT ours 0.01 yeah I mean the ads
10:39don't really have enough bite and the
10:42seep and that's causing the CTR to be
10:45down but that's also making the CPM very
10:49high so they're not like they're not
10:54striking a nerve you know what I mean
10:56mm-hmm
10:59because your funnel looks like it's
11:01actually doing is functioning like
11:03you're getting like you've had three
11:06calls that's good news your cost I mean
11:09you'll felt your video conversion rates
11:10at like 5% your landing page conversions
11:13at 25 all these numbers are fine and
11:15then we just run into trouble with our
11:18CPC it's too high because the CTR too
11:21low which means the air doesn't strike a
11:23nerve so I would go back to testing
11:29different angles different images
11:31different audiences and keep your spins
11:33low until you find something that's
11:37really going to strike a nerve should I
11:41stop every everything that I've done
11:43you see in this sheet here I launched a
11:44new ad today a new angle of new images
11:47should I show off all the ads except for
11:49that one or is there anything on here
11:51that looks like it's performing the ad
11:54sets you've got you should be able to
11:56see you should be able to see how much
11:58they're producing leads for alright like
12:01cost per lead yeah and really you want
12:04to be shutting off anything that's
12:07producing less then a well no you want
12:13to shut off everything that's every ad
12:15set that's producing leads outside of by
12:2014 bucks and you also want to yeah
12:32because how much does your cost per lead
12:33right here if you've got you've got a
12:35hundred and two so you've got thirty
12:39three thousand seven ninety three yeah
12:42so yeah the that's too high it needs to
12:46be like at max like needs to be like
12:48fourteen bucks
12:49so you need to go through all your ads
12:51it's over the past time horizon kill all
12:55the ones that are that are outside of
12:57that the only exception would be one
12:59that has a high cost per lead above
13:03fourteen but it has a strategy session
13:06at a good price okay yeah those are the
13:12only exceptions but you know even if
13:15it's just one strategy session yeah or
13:20unless it's just one strategy session
13:22and the leads look horrific
13:24but you know sometimes we find in an ad
13:28set that produces expensive cost per
13:30lead but very high but like it's very
13:38good for for customer acquisition so a
13:41very low cost per acquisition it it's an
13:47it's kind of rare but I mean we always
13:49use that rule you know I always say I'll
13:52pay a thousand dollars a cloak a
13:53thousand dollars a lead provided all of
13:55the hundred percent of them buy
13:57so it's the buying is the most important
14:01thing and then we reverse-engineer from
14:03that but to make most of your decisions
14:05you're going to be using the cost per
14:06lead figure now if there aren't any
14:10aired seats with a cost per lead less
14:12than 14 bucks then yeah you need to just
14:16shut everything off okay yeah I've got a
14:22fuse I've got a few of them that are
14:24below that KPI so we should be good to
14:27keep those on I just don't want to keep
14:28you know burning money on bad ads if the
14:32angles are what the problem is and you
14:35mentioned keep the cost low tested a low
14:37cost what is that because right now I'm
14:38testing it 10 to 13 dollars a day per ad
14:42well I mean after four days you should
14:44have cut all the ones that were over 14
14:46anyway yeah I did that's why you see the
14:49drop-off on that on the numbers there
14:54got it but we still see we still see
14:58cost per lead hi
15:02yeah which I although it gets cheaper in
15:05the back end here yeah I cut a few out
15:09and it really helped you know I was
15:11waiting for the relevant score to show
15:12up on a few of them and you know I had I
15:16had mainly like fours and threes I had a
15:18couple of sevens and hates and I caught
15:20everything that was below seven recently
15:23yesterday got it but when you think you
15:32know like I launched a new ad angle
15:34today when you say keep costs low I mean
15:38are you suggesting I go below the ten
15:40dollars a day or is that still the
15:42lowest I should go I would I mean you
15:51need to keep it as long as you can
15:52select total daily spend you'd want to
15:54try and keep that you know at a hundred
15:57100 bucks all this it means you're just
15:59going to have to test less things at one
16:02time okay
16:16okay
16:26is there anything on there anything else
16:28on the on the spreadsheet that you're
16:31looking at that stands out to you as a
16:32call-out nope okay all right second
16:39question and I'll be quick
16:40and I kind of already know the answer to
16:43this but there's been an opportunity
16:44that it's it call it a potential
16:48opportunity that's fallen on my lap I'm
16:50very careful about you know obviously
16:52not falling susceptible to the pendulum
16:55of doubt and switching or altering
16:57anything that I'm doing until there's
16:59sufficient data one of the very
17:02cognizant of that but part of what I
17:05what I'm doing is my niche I should say
17:08is b2b founders helping them get to
17:12market with organic outreach you know
17:14and get enterprise deals which is not
17:17something that typically can do with
17:18digital marketing and it's a I've been
17:21doing this done for you for ten years
17:23and the whole approach here is to
17:26automate it and create a done with you
17:30type thing so so that's what I'm doing
17:33here a big part of the challenge
17:37obviously is like okay well I have to
17:39teach other people now to do what I've
17:42been able to do and really defining what
17:45it is that I'm doing that that's
17:46producing results to the approach that I
17:48have does produce significant results
17:50and it has for multiple companies and
17:53you know a big part of it has to do with
17:56the the my writing skills and I'm
18:01fascinated with neuroscience and I
18:03really don't know how to articulate
18:04exactly you know in course format what
18:08you know not where neuroscience and and
18:12writing kind of meet from from an NLP
18:15perspective or from an actionable
18:17writing perspective but I've certainly
18:19read enough about it to be able to
18:21incorporate it in what I do I have a
18:23friend who's a neuroscientist the
18:26well-known one that I think I can
18:29probably get to partner with me on this
18:34program
18:36um in a way that would you know make
18:39sense for him as well but you know it
18:42reminds me of somebody being a little
18:44bit too quick to jump you know because I
18:47don't have I don't have any clients with
18:49this version of the product yet because
18:51I haven't sold this version of the
18:52product haven't sold the course I built
18:53a Porsche yet but I think there is an
18:57opportunity to do that right now
19:00candidly what are your thoughts about my
19:03doing that at this point because it is a
19:04deviation from my original plan was
19:10whoa I mean you see when you when you
19:15ask me the question you see do you think
19:17you already know the answer what do you
19:18think the answer is well I think the I
19:21think it's always a dumb idea to get
19:23distracted and you know but the reality
19:25of it is is that this would make this
19:29would make the same niche in the same
19:31product a lot more attractive to the
19:32market and it's like you know I'm trying
19:34to keep blinders on but there is an
19:36opportunity right now for me to do this
19:40well is it better than what you're
19:42currently doing yeah
19:46and why is that respect from my book
19:48from did the great question why is that
19:49from my perspective right now it is and
19:51that and that's kind of why I'm asking
19:53you because where the fact that I might
19:55feel that way because I'm waiting for my
19:57first client
20:00why do you think it's better
20:03because it adds it adds a lot of
20:06credibility around the neuroscience
20:08aspect and potentially a lot more
20:10content that I don't already have around
20:13the you know the incorporation of
20:15neuroscience from an authority in the
20:16industry into copywriting and marketing
20:21copy this individuals a will very
20:24well-known neuroscience in this field of
20:28corporate copywriting and things like
20:31that
20:33so it would just be it would just be a
20:35to the same reason he went and did a
20:38deal with Tai Lopez the same kind of
20:40thing it would be a credibility kick it
20:42would be a new audience it would also
20:44add content that it's above what I'm
20:48able to provide
20:49and in my program
20:52it wasn't why I partnered with Thai I
20:55panted without noise he could bring a
20:57lot of volume to funnel their already
21:00converted yes so what it's like if you
21:06go to Thai now or if you go to this guy
21:08now like it's it doesn't fix your
21:12problem okay because we need even if
21:18they were able to send a lot of volume
21:20we don't have something that converts
21:23and we donate again what I'm wondering
21:25is if that would help things convert
21:27more like if you're if you're a b2b
21:29founder and you've got somebody saying
21:31hey I have this proven process to help
21:34you get into large companies in front of
21:36decision makers without hiring
21:37salespeople you know that's going to
21:40interest you but it might it might
21:43really interest you if there's also a
21:45neuroscientist behind it that is
21:48providing you know the education behind
21:51effective copywriting that was the idea
21:54and that could be something that I do
21:56now or something I do later that's kind
21:58of what I'm striving to be honest I
22:01don't think it adds much extra punch to
22:05the message at all because you got to
22:07remember in the customers mind all
22:09they're thinking about is current
22:11situation desired situation the fact
22:13that there's some scientist or a doctor
22:15strapped on it never really makes any
22:18difference
22:30I mean it literally so much more
22:32tempting because you're in pain now yeah
22:35so anything that's different than what
22:38you're doing now it looks great
22:39because it'll take you away from the
22:41pain yeah yeah I went back but it's not
22:47yeah you're right okay so I should just
22:52stick it out and and and focus on on new
22:54angles and really kind of wash that out
22:57you get the kpi's right and just and
22:59just have you sold this fire like you
23:02know organic it I've tried to and it
23:06hasn't gotten it hasn't gotten the kind
23:08of responses that when I tell it is it
23:11done for you yet like I think the truth
23:16is and I'm saying this as I've done this
23:18like tomorrow morning I could pick up
23:19the phone and get to clients that's done
23:21for you for this seriously and and I've
23:25done that when I needed to do that but
23:27when it comes down to the program
23:30you know I'm dealing with founders that
23:32are very busy and they're like no I
23:34don't I'm looking for done for you I
23:36don't have time to do a six-week program
23:37and you know that's not data that's just
23:41what I've heard so far there's not
23:43enough of that for me to make a decision
23:45based on that response but potentially
23:48could be why I've sent out a hundred
23:50cold emails which something I'm usually
23:52pretty good at and I've gotten one
23:55response is your problem right there we
24:01found it because you jumped from you
24:05know you said organic works when you're
24:07selling done for you but when you want
24:09to sell a program over organic founders
24:11aren't interested because they're busy
24:12and they don't have time for doing a
24:15program and learning themselves because
24:17they want it all done for them and then
24:20how does how did that make you think
24:22that maybe Facebook would change that
24:24opinion at the cursor you got me on that
24:31one it didn't I just I just wanted to
24:33give Facebook a try because I maybe I
24:34thought it would detract it would just
24:36be an easier way to attract you know
24:38customers that would be founders that
24:40ABF seed capital
24:43and there maybe there an engineer or
24:45something like that or a techie and it
24:47is the same escape mechanism that you
24:49are thinking with the scientist that's
24:52the same thing going on there so we got
24:57to go back like forget Facebook we've
25:00got to go back to the root cause which
25:01is back to trying to sell this thing
25:03organically and clearing this belief
25:07their founders don't buy because they're
25:11too busy and they only you know want
25:13done for you okay because typically you
25:23know something will work on Facebook if
25:24it works organically right something all
25:27scale if it worked at a small scale but
25:29I just always look at the derivatives of
25:32things and that's how I can trace it
25:33like because that's how you diagnose
25:35anything you just trace it and so if
25:38it's if you're on Facebook you should
25:41have made it work organically so I'm
25:42going to go back to organic but you
25:44didn't do that so then I look at Y and
25:46then we came to that core belief there
25:51that's the thing that's causing the
25:54trouble
25:55yeah the whole idea really was the whole
25:58idea really was you know doing this
26:00organically done to you for long enough
26:02for an you know and I have enough case
26:04studies behind me
26:05you know let's scale this and the only
26:08way to do that is to get rid of the does
26:09view part right but you're you're
26:14suggesting is that I go back and really
26:16focus on the organic and get the first
26:18head of clients that way and yeah
26:20because they don't get your message
26:23they're over the phone and via email and
26:25Facebook messages and things like that
26:27you'll iterate your message there and
26:28you'll be able to get your first you
26:30know one to two clients that way at that
26:33point we know we have something that's
26:35going to work on Facebook okay probably
26:42right them yeah because I mean we need
26:48to know that this that what we have
26:50works because otherwise it's not going
26:52to work you know Nadine and we know that
26:54if you've sold a client organically
26:57you haven't done that so I wouldn't I
26:59wouldn't risk my money on it so I would
27:04turn it off and I would just go use
27:07organic methods in and try and sell this
27:10thing to these people and don't waver
27:12until you sell okay and if I tell one do
27:19I turn the page book back honor that no
27:21not I would just if you sell why not try
27:26and do another one immediately may as
27:28well do like two or three and then jump
27:29back onto Facebook got it
27:32but you never want to use that a new
27:36task or a new undertaking or a new
27:38project as an escape mechanism from from
27:43fixing a root cause you know what I mean
27:47yeah yeah that's right that's down
27:54that's actually really good advice okay
27:59well that makes sense Sam I'm gonna I'm
28:03gonna I'm gonna do exactly that
28:05cool up thanks man