Smart Funnel Formula Masterclass Session #4

Welcome back to our fourth Master Class session. Before I jump in and before we get
rock and rolling I just want to make sure that you guys and gals can hear me a okay.
Go ahead and just let me know that the audio is coming through. What's up Chris?
How are you buddy? "Very cool, awesome, man." Thank you guys.

Cool. Hey, Carlo. How are you buddy? That's funny, Tom, I did that. Jason,
"Loud and clear." Excuse me. Awesome. Okay. It's kind of cool we've got so much more
coming your way for smart funnel, there's a couple of things I got to ... Yeah, Carlos,
nice hanging with you as well. Matt, okay, cool, so you missed the last few live ones
so you're on this bad boy live which is cool.

Of course you can access all of the prior sessions inside the training portal but
we've got so much more coming your way. It's almost like this is almost rather than
the fourth and last Master Class session. It's almost like the half way point because
we've got the two bonus sessions coming up where you guys are going to get in
depth ... Really, almost in depth advanced implementation on each of the two tools.

We're going to have Rob here that's going to be walking you through
implementation and some cool stuff with the Dynamic VSL. We're also going to have
David here the creator of Visitor Logic Pro showing you even more advanced strategies
and tactics like what's called Dynamic Logic Stacking which is going to just blow your
mind.

It's beyond the smart funnel formula model, the 8 point model but it allows you
to do some crazy, crazy stuff and so you guys are going to get. There's a whole bunch
of bonuses that are still coming your way and so this is almost like in this Master Class
series. This session is a culmination of the prior three.

Really the last three sessions of the Master Class Series were really all about
leading up to this point. All about getting you to this point so that you understand
technically how to implement the different pieces of the smart funnel formula model.
Today we're going to cover it from beginning to end and I'm going to show you the
questions that you need to answer to be able to implement each piece, each point
properly.

I'm going to show you the order in which to implement the 8 points smart
funnel model. Because it's not something that has to be done immediately out of the
gate. You'll see how you can go piece by piece and by the end of today's session you
will have a full understanding of what the eight points smart funnel formula model
looks like and how to implement it.

Then like I said coming up next week we're going to have both bonus sessions
next week with Rob and David. To make sure that not only do you see these advance
strategies but you have all of your questions answered as it relates to using and
implementing the software. I probably should had this up a few minutes a go but
nevertheless let's just do a quick recap, not an in depth recap but just a quick recap

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of everything that we've covered so far. So that you guys an really see how much
we've covered over the last handful of weeks.

We talked about the difference between selling and marketing and hopefully
everyone of you gets this, the critical importance of marketing, right? Truly building
desires, truly establishing your beliefs in the mind of your prospect. We talked about
identifying your prospects more complete sophistication and why you need to know
that in order to be able to ... In order to ...

There we go. Thank you, appreciate that. Yeah, so I'm using two monitors, yup.
You could see if you will, let me show you something. Let's see this. There are no
notes, Carlos, no notes. I work with no notes, I work with no net but I appreciate you
guys telling me that you're seeing my preview screen.

We talked about marketplace sophistication like I said and why it is ... It's at
the root of your ability to differentiate your message, right? The whole purpose of
marketplace sophistication ... Some of these things I personally feel it's kind of funny
from a marketing perspective, from a direct response marketing perspective.

Above and beyond this smart funnel formula and the smart funnel formula
model and using marketing intelligence. The sessions one is some of the best content
that you can really study, master, absorb and utilize in all of your marketing. This
whole idea of marketplace sophistication and making sure that you've got it nailed.

One of those elements that I every single marketing campaign, marketing

promotion, marketing funnel that I create. I always keep marketplace sophistication
in the forefront of my mind because ultimately what you have to do with the very
start of any marketing funnel is you have to make sure that what you're bringing to
the market in terms of a message.

In terms of the message that you're communicating in your funnel that it's
different and it's marketplace sophistication that allows us to understand what your
prospects have seen before and so on. Prospect awareness level, right, we talked why
it's critical in terms of understanding what it is that your prospects know about their
situation, about their problem, about the solutions out there.

Are they already aware of their problem, are they not aware of their problem,
right? Hopefully you guys and gals understand that the lower on the awareness scale
your prospects are the more difficult your job is, the more education you have to
provide. Typically the longer the funnel will be, typically the more in depth your
funnel will be and that's why it's significantly harder to sell prospects that are at the
bottom of the awareness scale compared to the top of the awareness scale.

I mean you could think about it in just from this one thing alone that if
somebody is not aware that they have a problem compared to somebody who is
aware, right? Those are two different levels of awareness that the individual is not

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even aware that they have a problem is infinitely more difficult to sell than is the
individual that's already aware of their problem.

You understand now by this point awareness level. Hopefully you understand
and this is ... I shared with you when we were going over this that this is one of those
things that has played more of a difference in my career and performance as a
marketer than potentially any other element. That is being able to come up with big
ideas, being able to come up with ideas that are startling, that are arresting, that are
unique, that are different, that are fresh, that are timely.

The days of simply relying on a big promise, hyped up, in your face headline
and appeal. Those days are quickly, quickly vanishing and those type of appeals are
appropriate only for the lower levels of sophistication, really level one and two of
sophistication. As most markets and most snitches are becoming more and more
sophisticated it takes a better idea, a new idea, a fresh idea, a compelling idea for
you to grab their attention, right?

This is one of those things I shared with you guys and gals that my friend and
mentor Mark Ford, Michael Masterson which is his pen name. That he really summed it
up best I think when he said to me ... When he said, "We're in the idea business." That
really is the business that we're in as marketers, right?

We're coming up with ideas for products, we're coming up with ideas for things
we're going to test, we're coming up with ideas for blog post and content, we're
coming up with ideas for offers, right, different of offers and how can we sweeten the
offer and make it superior offer. We're coming up with ideas for our marketing
appeals.

I think I shared with you guys and gals, I've been doing so many trainings lately
that I can't even keep track anymore. I had one this afternoon at the Strategic Profits
Offices, I have one after this with Gauher Chaudhry and Chris Luck and I can't even
remember anymore where I shared what. The way to come up with a big idea is not to
try to sit down and come up with one idea that's a big idea.

The way you come up with a big idea is by coming up with lots of ideas, right?
You've got to work at coming up with a big startling, compelling, new fresh timely
idea for your funnel. We talked about how to structure your marketing funnel
message and the necessity of coming up with a rock solid sales argument. Not simply
trying to based your marketing funnel message on only benefits.

Yes, benefits are critical but today people need you to prove to them that what
you're saying is legit because they are skeptical, right? They are jaded, they've had
negative experiences before. We talked about the necessity of engineering superior
and irresistible offer. Then in session two we began to get into marketing funnel
intelligence.

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We talked about the smart squeeze page and how to implement that. The
smart add to cart button, the dynamic offer stacking. I showed you the first visit
incentive, the smart sidebar, offsite marketing intelligence using the pixel inside of
Visitor Logic Pro. I mentioned the tool that I use for resumable video.

Then in session three I walked you through behavioral triggered email

sequencing, internal funnel retargeting, external funnel retargeting which is really
almost identical just it's where the retargeting is being done. We talked about order
form, abandonment recapturing and we talked about the intelligent second chance
offer sequence.

Today is all about putting this together into the smart funnel formula model.
Now, the thing that I want you to understand before we dive in. There's one thing that
I want you to get and it's kind of if you will be ... Let's call it the elephant in the
room. Let me take a drink real quick. The elephant in the room is ... Wow Todd, this
is a lot more work than what the typical funnel model that's being taught looks like.

You're going to see today that it's not as much work as it appears. I'm going to
show in just a second the typical funnel model and then where the smart defying fits
in. You'll see how it is really an expansion on what you should be doing already and in
many cases what most of you are doing.

Here is the thing, the lesson that I never want you to forget, I want you to
remember this. This is one of those lessons that I drill into coaching clients all the
time. This is one of those things to keep on the side of your computer and to remind
yourself of every single day when you begin to work on a marketing campaign and it's
this.

You should never ever, ever, ever underestimate the task at hand when it
comes to marketing and selling a product or service on the internet. You should never
ever underestimate the task at hand when it comes to moving a prospect online to
take out their wallet, to whip out their credit card and to enter their digits into your
order form.

It amazes me how many marketers they think that because they throw up a
lead capture page and a sales page and have an order button with an order form of
some sort. They don't understand why people aren't buying, right? Or where this
applies to, what we're about to dive into and what you've been learning over the last
handful of weeks is that they look for every opportunity they can to cut corners.

It's interesting because I sent out an email earlier you guys weren't ... You guys
didn't receive the segment or you guys, excuse me, were segmented out of the email
but I sent it out earlier. I talked about in the ... It's funny how many people have said,
"Amen," I love it, it's so cool. Thank you guys.

It's amazing, what was I going to say, how many marketers ... Like I said they
look to cut corners, right, they look for these shortcuts. I sent out this email earlier

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that address the fact that ... I'm not big on shortcuts, right? I'm not big on talking
about shortcuts even though, right, a true shortcut will cut your work and effort
down. Will speed up the time that it takes you to get the outcome that you're looking
for.

The reason why I'm not big on shortcuts is because it's got this, I guess you
could call it this ... There's a preconceived idea of what a shortcut is that a lot of
marketers and entrepreneurs have. Really what it's become to many it's, "How can I do
less? How can I cut corners? How can I leave something out? How can I write? What's
the easiest, fastest way to get a VSL? What's the easiest, fastest way to get a lead
capture page up?"

Let me throw up a headline, let me throw it together, let me get it up like

when people talk about like, "Sure, you can have a lead capture page up and you can
have a funnel done in one week, there's no doubt, right?" I can have a funnel probably
done if I really work my butt off within a 24 hour period but that doesn't mean you
should do it, right? That doesn't mean that that's the way it should be done.

I had a client in the legal arena that I was talking with yesterday. We were
having a big idea meeting and she was asking because we have our team that's
actually working on a funnel for her. She paid us a lot of money to have the funnel
created and to have me oversee this funnel. She was talking about ... Yesterday, it
was the 10th, right? Today was is the 11th. She was talking about like, "I'm about to
schedule an email solo drop on the 23rd of June," right, "What do you think?"

I said, "Well, here's what I'll you. I'll tell you that I'm not about getting it done
quickly just for the sake of getting it done quickly." I'm about getting it done right. I'm
about doing it once, right, setting it up once so that it is nailed. These marketers and
I'm sorry to go on this rant but I just really want you to get this, I want you to
understand this.

I want this to translate into a change of behavior for you with the way that you
approach your marketing, engineering your marketing, engineering your funnels,
engineering your campaigns, right? That look, like I said number one, you can never,
you should never ever underestimate the task at hand. It is a heck of a lot more
difficult than what many marketers, many experts portray to their prospects, to the
market.

Second is you got to train yourself to go the distance with each funnel, right?
You heard me say at the beginning of this training together that one single funnel that
is engineered properly, that allows you to acquire new customers at break even.
Meaning it allows you to spend a dollar on traffic or invest a dollar on traffic and
recoup that dollar.

One single funnel can forever change your business. One single funnel can
change your life. Trust me, right? I've had many business where we grew the business

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big off of the back of one funnel on the front end, one single funnel. As long as you
have one funnel that continues to work for you on the front end your life will change.

Because the game becomes scale then it becomes about how can I ramp up
traffic and today that opportunity to ramp up traffic is never been more plentiful.
There's never been more opportunity than today to scale so when we get to that point
where you can scale, right, your life changes. That's why I share with you are there
other quicker, easier ways like do you, "Absolutely need a smart funnel?"

No, I think that you can ... You certainly can probably achieve an average level
of success. You might have to invest a lot more into the acquisition of customers, you
may even have to go negative. Maybe even significantly negative with a traditional
funnel but yeah in most markets you can make it work but that's not what we're here
to do.

We're not here to just do okay, we're not here to go negative. We're here to
rock and in order to do that you go the distance. That's why you should be looking at
this and that's why when it comes to engineering a funnel you should be thinking to
yourself that, "I'm going to go the distance with this funnel."

Meaning, I am going to set this funnel up as if this was the only funnel I will
ever have, right? As if my business, my reputation, my livelihood, my family was based
on the success or failure of this funnel. If this was it for me, right, if this was it for
me what would I do. While other marketers they're setting up maybe no retargeting,
right? Some marketers go a little bit further and they setup retargeting on their lead
capture page and maybe their sales page, right?

If this was the only funnel that you would ever have you would go the distance,
at least I would hope you would, I know I would, right? Meaning that we would leave
no stone unturned when it comes to conversion tactic that we know is effective.
That's why you need to take this seriously, that's why you need to implement this
process.

With that being said let's take a quick look at a simple yet typical funnel mob,
right? Every single individual on here is no doubt familiar with this, right? This is an
ultra simple example of your typical funnel. It starts with a lead capture page
somebody opts in, they immediately get put on your typical linear email sequence.

Maybe there's a little retargeting that's in place on the lead capture page so
somebody comes to the lead capture and bounces. We've got a little retargeting going
on where they go from lead capture to the sales page. In this case I'm just using VSL
as an example. Can be a long form sales letters, short form sales letter and I'll tell
you I really believe that we are seeing a resurgence in the effectiveness of long form
sales letters.

Not necessarily the old school, old white with black text but we're definitely
seeing a resurgence and effectiveness of long form sales letters that are broken up

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into sections. I could tell you that we've got and we've had many products and tests
where the long form sales letter alone not with the video at the top but alone was the
control and beat everything else.

Beat the VSL, beat the VSL at the top of the long form sales letter, beat all
different types of layouts of the VSL and we're seeing that more and more just an FYI.
In this example it's a video sales letter and maybe we have a little retargeting on this,
right, so that the individuals that opt in but don't buy they're re-targeted, right?

Then we go to an order form and we go to some kind of an up sell or ad on

offer sequence. This is typically that funnel, the type of funnel that you see the
majority of marketers using on the front end. Let me just take a drink again. Thank
you. Susan said, "Loan voice and the over crowded wilderness truth is powerful."

You know what it's kind of funny. Let me say this, one thing that you can bank
on with me is that I'm never going to tell you what you need ... Excuse for what you
need. I'm never going to tell you what you want to hear, I'm going to tell you what you
need to hear, right? I look at this that I don't want to ...

First of all I don't ... There's so much information out there that is being sold
because it's salable, right? It's being sold because it's salable meaning like their stuff
that's being taught, that being sold as a product because people want to buy that kind
of information. Because they want to believe that you can achieve massive success
while working two hours a day from the beach.

Yeah, you can get to the point where you live a great lifestyle no doubt about
it, that's like I'm no doubt about it. Not when you're trying to build your business,
that's not going to happen, right? That's not going to happen. You can always bank on
when you come to me you're going to hear what I fully believe wholeheartedly you
need to hear to be successful.

Not what you want to hear but what I believe you need to hear to be
successful. Let's get back to this. Let me go to an order form up sell like I said and
then, right, this is what the typical marketer is using and I laid it out this way because
I want to show you on the very next slide. I want to show you the smart funnel
formula model and what I want you to notice and what I want you to look at is yes it
is more complex.

Yes, there are more, more steps and more elements. Yes, that means that
there is more for you to do when setting up and engineering this funnel. What I want
you to notice is that it's an expansion of what you're already doing, right? The
difference is that let's say with ... Let's say in this particular example we're still using
the same foundational model of lead capture, VSL, order form, up sell, ad on, offer
series.

We're still using retargeting, we're still using email follow up. The difference is
that we are expanding it so that we're able to leverage more conversation points.

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We're able to increase consumption of the marketing funnel message like I taught you
I think in the last session, right? We're going the distance, right?

For an individual, for a marketer that is doing retargeting on the lead capture
page and doing retargeting on the VSL page. There is no excuse for not doing
retargeting on the other pages. Not doing retargeting on the other pages is laziness,
that's all it is, right. Yes, over here for the behavioral triggered email follow up in this
case, right?

Now, we have a smart lead capture, right? Instead of a VSL now it's a Dynamic
VSL, right? Instead of just having a loan order form now we have retargeting and we
have the order form abandonment sequence, right? Instead of simply having the up
sells or ad ons, now we have retargeting as well as the second chance offer sequence.

Instead of simply having external retargeting now we have external retargeting

and internal retargeting. Instead of having your typical static email follow up process
now we have behavioral triggered email follow up, right? That's really instead of
having just one offer we have a dynamic offer based on stacking, right?

All we're doing is we are expanding the opportunities to convert. We're

expanding the opportunities to move people through the funnel. Remember the
behavioral triggered email follow up, the retargeting, external, internal, it's all
designed for one purpose and that's to maximize consumption. To get people to
consume your funnel message and go through the entire funnel.

Let's start to break this down now and I want to show you and I want to give
you greater insight into how to begin to think about and implement each piece. That's
the thing that I want you to understand that you don't have to start with this entire
process. If you have an existing funnel right now you can start by smart defying the
lead capture page, right?

Then once you've got a smart lead capture page then you could go on and you
could take your static VSL and you can create a dynamic version, right? We're about to
roll out a dynamic version for one of our main funnels that I'm super, super excited
about, right? Then you can go through and you continue to go through piece by piece.

Then you can go through and you add in the behavioral triggered email follow
up. You add in the internal retargeting, you add in the external retargeting then you
could go back and you could add in the dynamic offer stacking, right? You can go piece
by piece, doesn't have to be setup from square one. Also, let me just say something
else just as an outside piece of advice for you guys and gals.

This applies when you are setting up any funnel. When you are setting up
engineering a brand new funnel we start by testing what I call a minimum viable
funnel, a minimum viable funnel. I was asked yesterday on a client call, if you need to
have your entire backend, right so this is a front end customer acquisition funnel,
right?

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Do you need to have your entire backend in place before you roll this out? The
answer is, absolutely not. Really, the truth is that you don't even have to have the up
sell sequence. When we test a new funnel we don't test it with the up sell. We're not
working on the up sell because why should you work on the up sell before you proven
the main offer, right?

When it comes to testing a brand new funnel what I typically start with is I will
start with these three pieces plus a ... Let's just put this over here, plus a thank you
page and obviously delivery of the product. More often than not I don't even start
with an email follow up sequence. Then depending on the numbers the very first
things that I will put in, that I'll add in depending on the metrics, right?

The very next thing that I'll put in is I'll put this in first, right. Then we'll have a
lead capture, we'll have the sales vehicle, we'll have the order form and then we put
in the follow up, right? Then after this depending on the numbers then we go over
here and we put in this, right? When you're testing a brand new funnel you don't have
to start out with every single piece.

Yeah, absolutely, it is a tie to the lead startup model, Tom. Good call. Good
catch. Okay, let's talk about now this piece right here and that is the smart lead
capture. I want to show you how simple this is to be begin to think about this
particular page. When it comes to the smart lead capture page what I want you to
think about is what are the different sources of traffic that you're using.

Meaning what are the different channels of traffic that you're using. Are you
only using Facebook? Are you only using Partner Traffic? Are you only using YouTube?
Are you only using LinkedIn? Are you using a combination of those traffic sources?
You'll understand why you want to start by looking up what are the different sources
of traffic that you are leveraging.

Who are the different partners that are sending traffic? Are you using partners?
Do you have affiliates? Do you have JB Partners? Are there any third party sites that
are sending you traffic in essence sending you endorsed traffic, warm traffic? What
are the different ad appeals being use? In this case if you ware let's say only using one
source of traffic, one channel of traffic and maybe that is Facebook.

Let's say you're not using partners at all. You got no affiliates, no park rules.
Are you using different ad appeals meaning do you have different themes, different
appeals in your ads that you're using or is it all the same exact appeal? Meaning is
there a fear based appeal? Is there a benefit based appeal? Is there a hook that you're
using in one?

An idea that you're presenting in one that you're not presenting in another or is
everything uniform, right? Because to show you how you can use this is because what
this allows us to do if we're driving these people into the same funnel is we don't need
to have a second or third lead capture page.

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We can use our marketing intelligence right on the lead capture page to adapt
based on the appeal that you're using in your different campaign. If you're running
five different ad campaigns on Facebook that have five different appeals well now
you're able to use the marketing intelligence on the lead capture page to adapt
appropriately rather than either sending to five different pages or rather than sending
all to the same page and trying to appeal with one single headline.

The other thing is what are the different audience segments that you're going
after. Right now, look some of these questions may apply some may not. Meaning,
again this one right here may not apply to you because you might not be going with ...
Your might not be using partners. You might only be using one traffic source.

You might have no ad appeals right on here but you're using different audience
segments. Meaning maybe you're targeting one expert in one campaign and one ad
and you're targeting a different expert in a different ad. You might be targeting men
in one, women in another, young, adult or whatever it may be, right?

In this case this applies to you and this applies to you. What you want to think
about is how can we use marketing intelligence on our single lead capture page to
best target our audience? To best resonate with our audience and to increase
congruence from the origination meaning from the source, right, with the lead
capture page.

How can we increase congruence from the source through the destination page,
right? This is all I think about, when I think about adding intelligence on the lead
capture page. Is there anything that I can say as it relates to the source of traffic that
would make these people feel that this is specifically for them that it is picking up
where the ad left off, right?

Is there anything that I can say on this page that would better resonate with
individuals coming from a partner, right? Can I leverage their picture? Can I leverage
their testimonial? Can I leverage a quote from them? Excuse me. Right, what are the
different appeals that I'm using that I can tie in to that lead capture page, right?

Of course what are the different segments that I'm going after and what and
how can I communicate with them different on that single lead capture page to bump
conversations. As simple as that you don't need to over think it. The goal that we're
trying to do here, right, the single thing that we are trying to do and this is something
that I want you to understand.

The single that we are trying to do and at the foundation of marketing

intelligence and smart defying any step of a funnel or an entire funnel is to increase
targeting, right? If you look at, if you're familiar with or you've been around the direct
response marketing game for any significant length of time. You've heard it said many
times that in order of importance, right, it's list, offer, copy.

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In order of importance when it comes to marketing, when it comes to the

success of a marketing campaign, a marketing funnel, a marketing promotion it's list,
offer then copy. It's amazing if you think about it, right, how a lot of marketers today
they are so caught up in the copy and the nuance of copy. They'll invest a massive
amount of time into let's say the headline or the email subject line that is part of
their email follow up process, their follow sequence.

Yet they don't invest nearly that amount of time on the offer and certainly not
nearly the amount of time on the list. The list meaning the audience meaning who
you are talking to because here is the thing for you to understand and wear the value
of the smart defying process and marketing intelligence comes into play.

That the more your message matches your market segment, the more your
message matches your audience, their needs, their wants, their desires, their fears,
their concerns, their emotions, their feelings, right? All those things the more your
message matches your market the better your conversions will be.

The less your message matches what your market wants, desires ... Their
desires, their fears, all those things the lower your conversions will be. What this does
is this allows us to increase our targeting, right? To make our message more targeted
and to do it all on the fly without having to have a dozen or two dozen different lead
capture pages, right?

That is this bad boy right here. Now, let's talk about the Dynamic VSL. Very
simple when it comes to thinking about the Dynamic VSL and this is exactly what I
think about when I think about going from a static VSL into a Dynamic VSL. It is just
this, right, how can you slice up the audience, right, your prospects to better target
their demographic profile, right?

How can you slice up the audience going through the Dynamic VSL so that you
can better target their age, their gender, their schooling, their affiliations, their
financial status, right? Meaning how can you slice up the audience to segment them
better so that you can speak their language, so that the message that you are saying
is totally dialed with them, right?

It's this idea of narrowing, right, that the beauty is this, right? This is what's
awesome, right. Rob, I think Rob the creator of the Dynamic VSL he said it best. I
think he really describe this really well when he said this. I heard him say something
like this, so this is paraphrasing him. He said, "Where is there more scalability in a
big, broad market like let's say how to lose weight or in a narrow market like how
women post pregnancy can lose weight, right?"

Where is there more scalability? You guys tell me. Where do you think? In the
big broad market or the narrow market. Where is there more scalability? Somebody go
ahead and type it in. Yup, Chris said, "Message to market match," absolutely. Dave
ask, "Should you not go to partners after you tested your funnel and quote them
optimum need PCs?" Absolutely, the answer is absolutely you should.

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I will always try to optimize a funnel before I go to partners because I don't

want to use their, you know, I don't want to use their list as a way to optimize my
funnel. In other words we use their list and then through ... We're testing as they're
sending us traffic and we're optimizing and then their promotion is done in a week
later now we finally got it optimized. No, you're absolutely correct, Dave.

The question again was where is there more scale? Where do we have a bigger
opportunity to scale up broad or narrow, right. We have some people that said broad
and we had some people that said narrow. Susan said narrow, Carlo said narrow,
narrow, a lot of people, Chris Cole said broad. The interesting thing the reality is right
that we'll have better conversations here, right?

Better conversations here, right, but we have more scalability here. What the
Dynamic VSL allows you to do is get the best of both. Because it allows you to take in
the broad and narrow the message as you bring them through the Dynamic VSL. That
is the beauty of the Dynamic VSL that you can start broad, right, and you narrow
through.

Like if we were to try to speak to people, if we were to try to attract how to

lose weight. Let's just say as a ridiculous example, right, and we kept it broad we
would fall on our face, we would flop, right? Because we will have a plain vanilla
message that doesn't resonate with anybody because we're trying to appeal to
everybody.

When you try to appeal to everybody you end up appealing to nobody, right?
The goal is to be able to match our message to what your audience wants, right? What
the Dynamic VSL does is it allows you to take the broad and I'm not saying this broad
and this example but to take the broad and narrow it down in our messaging.

Narrow it down, narrow it down and we do that by starting with something like
this. Let's say that this is your audience, this represents your audience right here and
then what we do is we narrow it down and now we have two pads. Then from here
we're able to narrow it down and now we have four pads. Meaning just to give you an
example so you understand what I'm saying.

This is how to lose weight, right? This is how to lose weight, this is women that
want to lose weight, this is men that want to lose weight. This is women that want to
lose 20 pounds or more, this is women that only want to lose a few pounds. These are
men that want to get ripped and these are men that only want to get fit, right?

Now, we've got this path, we've got this path, we've got this path and we got
this path, right, so we're narrowing. Again, I'm just using this example just so that you
can see the train of thought. The train of thought is that in this little example right
here, right, of women that want to lose 20 - 30 pounds or more. Women that only
want to get fit, men that want to get shredded, right, and what not and men that
want to just get fit, right?

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Chris Cole might want to get shredded, right, and have a 12 pack but maybe
the average guy just wants no belly, right? What this does is it allows us to slice and
dice that audience and narrow our focus so we can narrow our message. This
depending on what it is that you are saying, right. Tim said, "Broad but segment," and
Carlo said, "To shay." Very cool, let me just delete a bunch of these comments, some
great stuff.

Okay, broad but segment. Chris, if you have a question, not Chris Cole the
other Chris, fire away. How can you slice up the audience to better target them
demographically, right? This could be depending on what it is that ... Let's say if you if
you were talking about investing. How can you slice and dice that audience based on
their financial status, based on their age, based on their gender, right?

Rather than trying to talk to everybody the same exact way this allows you to
slice and dice that larger audience based on their demographic profile. How can you
slice up the audience to better target their needs, wants, desires and benefits? That
goes back to that example that I just gave of the woman who wants to lose 20 - 30
pounds or more versus the woman who only wants to get fit.

The man who wants to get shredded versus the man that only wants to also get
fit or get thin, right? Based on their wants, based on their needs, based on their
desires. The same thing with how can you slice up the audience to better target their
emotions and feelings, right? Targeting them psychographically.

What you're trying to do again to tie this back, right? To bring this home is
targeting. The real question, the real thing to be thinking about is how can we slice
up the audience to better target them, right, so that we can better communicate
with them. Like look, if you're targeting let's say ... Let's just say for argument sake, I
don't know.

You could be targeting how to grow bigger tomatoes, right? Look you're not
going to target different people based on age because that's irrelevant. There's no
need to do that meaning the difference in age isn't going to change what it is that
they ultimately want. Same thing with gender in this context, right?

If we're selling how to grow bigger tomatoes, targeting men, right, splitting
men and women into a different path that there's no value in doing that from a
marketing message. What I'm talking about is ... Remember, right, is how you can
slice up the audience so that you can better target your marketing message. If there
is truly a value, right?

Their financial status in this case, right? Their financial status if it's all about
how to grow bigger tomatoes that's irrelevant to this. If we were talking about how to
get a loan, right, that's different. If we're talking about saving for retirement, right,
age is an issue, right? We would want to slice and dice that to better target our
message.

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to talk to the person in their 30's differently from the person in their 50's,
right? It's all about identifying what slices, what segments would allow you to deliver
a better marketing message because it would be more targeted to the different
slices, to the different segments, right? This over here, right, desires, this is the
difference between the guy that wants to lose weight and wants to get shredded,
right, versus the guy that just wants to be fit.

Or the guy that wants to lose weight simply because he wants to be fit versus
the guy that wants to lose weight because he has health issues or health challenges,
right? Or because he's at risk because he's got high cholesterol and high triglycerides
and high blood pressure and borderline diabetes and so on, right?

Or it's about the individual that is disgusted and frustrated and at the end of
their rope or they're excited, right? They're on the verge of a new journey, right,
difference in emotions. Those differences in emotions would play a factor in our
ability to design a more targeted, more compelling marketing message.

That's what you are looking for when you're looking for these slices. Then the
final thing is what are the questions that you can ask throughout your VSL that would
accomplish the above. For a second let's say that this is not what you're going to use,
this is not what you're going to use but you're going to be using this.

Because you are selling, investing advice and you want to be able to slice up
the different demographics based on age. You want people in their 20's, you want
people in their 30's and you want people in their 40's and 50's, right? What are the
questions that you can use to accomplish the above.

The other thing is you might use more than one so you might use that, that
might be the first segment that you slice up, their age. Then you might go from this
segment into this one, right? How much money do you have in savings right now or
how would you rate your current retirement profile? Are you behind? Are you on pace?
Are you ahead of the game right now, right?

We can start with this slice and then ... If you look at this way we're starting
with everybody and then we are slicing. Let's call it three age groups and then in this
you're slicing down again, you're slicing down again. Now, understand something
that ... Let me just show you this, let me explain this, okay.

You see this, this right here is going to scare off a ton of marketers, the idea of
having these little pads, these little additional pads for your prospects. The reality is
is that this ... It's hard to see this I know. This is infinitely easier than trying to create
a message to appeal to all of this, right?

You see the thing that I want you to understand is that, yes it requires
additional video segments to be able to talk to the different age slices. The different
financial status slices, the different slices based on their desires like they want to

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retire with 3 million or 5 million or 10 million, right? We've got all these different
slices.

the reality is that trying to create a marketing message that appeals to

everybody when they're not sliced up, when they're not segmented is infinitely more
difficult than trying to communicate to the individual that you know is in their 50's.
They're behind in saving for retirement, they are ultimately looking to retire with $3
million and they are scared to death that they're not going to be able to do it.

It's infinitely easier to be able to know that that's who you're talking to and to
create a marketing message that converts than it is to try to speak everybody
regardless of whether they're in their 20's, their 30's, their 40's, their 50's. Regardless
of whether they're ahead on pace behind. Regardless of whether they want 3 million,
10 million, 500. Regarding of whether they are scared, they're not, whatever, right.

That is so much more freaking difficult and the conversions over here are
infinitely higher than they are over here. That's how you accomplish it with the
Dynamic VSL. We've talked about the lead capture and we've talked about the VSL.
Let's go on. Now, let's talk about the behavioral triggered email sequence, right?

We covered this in depth in session number three of the Master Class. Very
simple how I think about this, right? This is how I think about it regardless of what the
funnel looks like, regardless of whether it's a single VSL or whether it is a multi part
video sequence. The way I think about it is this, "What are the different actions and
or behaviors that prospects can exhibit or take throughout your funnel that would
warrant a different style, approach or type of communication?"

Remember that we're ultimately thinking like a ... We're thinking like a sales
person, right? We're thinking like a sales person. What would a sales person do? Are
there different actions or behaviors that a prospect can take or not take, right? Are
there things that a prospect can do or not do as they're going through your funnel?

That if you were a sales person or how do a sales person working for you that
they would do or say or present something different to that prospect based on their
action or behavior or lack of action or behavior. That's what I always look at, right,
and I gave you an example which I'm going to show you in just a second.

Again, when we were talking about a few of a single VSL, right, doesn't
somebody watching only 50% of the video warrant a different communication from
you than if they watch 100% of the video. Assuming that both prospects didn't buy,
right, they both haven't bought. Doesn't one warrant a different type of
communication?

You wouldn't think or you shouldn't think of sending both of those prospects the
same exact email follow up process. That doesn't make any sense because it's not
targeted and it's not specific to their actions or lack of actions, right? If you think
about it just like this. If you think about the prospect to only watch 50% of the video

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versus the prospect that watch 100%. Somebody tell me what we would do with the
person who watch 50%, so this is a prospect.

This is Bob and Bob only watch 50% of the video. This is Jim he's another
prospect, he watch 100% of the video. Neither Bob nor Jim have bought, what would
we do or if we were a live sales person or had a live sales person working for you.
What would we have them do with Bob that we would not have them do with Jim.
Somebody tell me.

Let's say this. Dave said, "Repeat the offer for 50% but answer objections for
the 100%," and that's right. With that said page them, right, in other words that the
person, Bob, right, Bob hasn't seen even seen the offer yet, Bob hasn't see the offer.
He doesn't know the offer, he doesn't know the deal, he doesn't know the bonuses, he
doesn't know the guarantee. He doesn't know any of those things.

Whereas Jim does because he saw it, right, and we talked about that on the
last session, right? Jim has seen the offer, right, so are we going to send Jim back to
the video? Why would be send Jim back to the video? Right, it doesn't make any sense.
The answer is no, we're going to sweeten the deal for Jim. We're going to add in a
bonus, we're going to add in ... We're going to get to that actually. Different terms
and so on, right?

The question is simply this, what are the different actions or behaviors that
prospects can exhibit through your funnel that would warrant a different style or
approach or type of communication, right? Then how can you slice up the audience to
better target that behavior or lack thereof, right? Another words can we say for
example, let me do this.

Can we say in this little example over here, can we say maybe we have three
different segments. We say the people that only watch 25%, the people that only
watch 50% and the people that watch 100%. Now look, let me just say this as an aside
for you that one of the things that you don't want to do when you're using this type of
approach and you can use this very easily with something like ActiveCampaign with
Ontraport, with Infusionsoft.

Here's the thing that I want you to understand. Where does this number come
from? Somebody tell me, somebody take a guess at how do we choose these
percentages? What's the right way to select these percentages? Let me see if
somebody ... I'm really curious if somebody ... I want to see if somebody can take a
stab at that.

Dave says, "Click on emails," Susan says, "Audience driven." What I'm really
asking is where does this percentage come from? Why 25% and not 30%, right? Why 25
and not 30? Mike said, "Within the marketing segment of the messaging." I think that
what Mike is saying is correct. These percentages come from the VSL, meaning like,
I'm not going to just randomly target people that have watched less than 25% unless
there's something that's happening at the 25% mark, right?

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In other words what I'm ultimately looking at is let's say I have a VSL that
establishes three beliefs which ... Right and I've talked about this in Master Class
session number one and then makes the offer, right? In this context with this little
example boom, boom we've got ... Maybe this is at the ... This happens ... This is at
the 10 minute mark, right?

At the 10 minute mark we've established that belief. At the 15 minute mark
we've established that belied, at the 20 minute mark we've established that belief and
by the end of the video at the 25 minute mark we've done the offer, right? The way I
would determine these behavioral triggered segments is based on this, right?

Because if they only watched 10 minutes, right, now I know that they don't
have this believe, they don't have this belief and they didn't see the offer, right? This
become the equivalent of 10 minutes, this becomes the equivalent of 15 minutes, this
becomes the equivalent of 20 minutes and we have one more that is 100%, right?

Based on what it is that, where it is that they've bounced is how I'm going to
target them. Hopefully that makes sense. I think that Mike really nailed it in the way
that he said it and what you simply need to think about, right, is based on what it is
that they've done or haven't done. What would the next thing be that I would have
them do to drive conversion?

If they've only watched 25% of the video, right, or they've watched up to 25%,
right? I need to drive them back and I need to tease them with all of the things that
they're going to learn and get the benefits of the rest of the video , right? For the
person who watched 75% of the video in this case but not 100%, right?

They're up to this, they're in this segment let's say. I know that they didn't see
the complete offer so maybe they don't know that it's not a $100, it's only $30. Maybe
they don't know that it comes with a complete 1 year money back guarantee. Maybe
they don't know that it's a soft offer, they don't have to pay anything today they only
pay in 30 days if it produces XYZ results for them.

It's different what we are going to expose to them or what we're going to do
next with them based on what it is that they've done or haven't done so we are more
targeted and more specific to their actions or lack thereof. Now let's go on to what
we're going to talk about is we're going to talk about the internal retargeting.

The very first thing that I want you to see and I think I made it clear but just in
case I didn't. I want you to see that there's only one difference between external
retargeting and internal retargeting and that is the location of the retargeting. The
external retargeting which that's what this represents is done on third party sites,
right?

It could be done through Facebook only or it could be done through Facebook

and other third party sites that participate with companies like AdRoll or Perfect
Audience. This is external, this is internal. Internal is the same retargeting, the

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retargeting that we would do for the lead capture we could on the ... On your site, on
your blog.

For the retargeting that we would do let's say for the offer, right? We might
have one for the regular offer, one for the first dynamic stack. This would be D1, this
is D1 and if you're unsure of what I'm talking about go back and watch the first three
Master Class sessions. We might have another that is ... Let's call this D2, right?

That's the same thing that is happening over here, right? If somebody goes to
the order form and they bounce, right, we're retargeting them externally and we are
retargeting them internally. Same thing, right, except it's the location of where the
retargeting is being done. This is being done on Facebook, on other third party sites,
this is being done on your own site.

You'll see that there are similarities not just similarities it's virtually identical
when it comes to internal and external funnel retargeting. Internal funnel retargeting
is all about what messaging or in this case banner can you put out in front of your
prospects, in this case on your blog to keep them progressing through your funnel.

Remember that the objective is maximum consumption. What you are thinking
about is at each stage in this example, right, in this example there is this stage, this
stage ... We really have depending on the dynamic offer stacking which I'm going to
come back to in a second. We could have two 2A if they're on a dynamic offer stack
2B.

We can have two 2A, 2B then we have three right over here. If they opted in
watch the VSL, saw one of your offers, one of your dynamic offers maybe and then
went to the order form and bounce that's here, right. Then we've got four, then we've
got five, right. What happens is that's what this becomes, right? This is the same blog,
right, this is your blog, it's just I'm showing you expanded how when somebody is at
this stage this is the message, this is the banner that we're putting in front of them.

When somebody is at this stage this is the messaging, right? When somebody is
at this stage this is the messaging. When somebody is at this stage this is the
messaging. This is the messaging that they're seeing internally. What messaging or
banner can you put in front of your prospects to keep them progressing through your
funnel.

For the lead capture meaning if somebody goes to the lead capture page and
bounces and doesn't opt in. It's what offer or appeal can you make ... What other,
what additional, what new offer or appeal on your lead capture page can you make
that still ties in with the marketing funnel message. Let me explain what I mean by
that.

Let's say over here you've got an appeal, right, this is a lead capture page,
that's an opt in form. Let's just say and let's call this headline A. The question for
retargeting is you could do one of two things, one of two things. You can retarget and

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send them back to the same page with a different appeal or you can send them to a
different type of lead capture.

The difference is that if you've got a multi part video sequence and I mention
this, if you have a multi part video sequence funnel. If it's four videos instead of a
Dynamic VSL it's four separate videos, right, with three of the videos being content
and then one video being the sales video. In this case you would retarget them both
externally and internally and you would send them back to a reverse squeeze.

Meaning that here would be video one and if they wanted to watch the other
three videos they would have to opt in, right? In this case we're retargeting these
people that came to the capture, the regular squeeze page and bounced and now
we're retargeting them and giving them a different appeal, a different offer to opt in.

In this case we're giving them the opportunity to watch the first video in the
sequence. If there is only one video then what we're doing is we are sending them
back to the same lead capture page but we are going to dynamically display a
different appeal, a different headline if you will. When they come from retargeting
instead of A we're going to show them B.

Because for A, A cause them to bounce and so we're not going to simply send
them back to the same exact page, we're going to send them back to the same page
but has a different appeal. It gives them a different reason to opt in and I talked
about in session number three, right? That's internal funnel retargeting.

External funnel retargeting works the same exact way. It's just what messaging
can you put out in front of your prospects on third party sites to bring them back to
keep them progressing through your funnel. Again, same exact objective, same exact
goal, maximum consumption, right? Same thing for lead capture works the same exact
way externally as it does internally.

Does everybody understand that? If you got a question about that, fire that
away. Susan said, "Just so I understand you segment your audience via demographics
and psychographics but you have to be able to address those divergent issues in your
product, right?" That's a great question Susan, very savvy question.

It's not that ... You don't have to ... If you segment based on let's say
demographics or psychographics or a combination of both. It's not that you are
necessarily addressing those in your product, they have marketing value to you. They
have marketing value to you, meaning that the only reason why you would segment
let's say men from women is if there is something different that you would say to
women that has marketing and sales value than you would say to men, right?

If you would say something different to women that by saying something

different to women for example it would increase your conversions because what you
would be able to say would more resonate with them. Then that's the only reason to

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segment, to slice and dice. It's not necessarily about your product, it's about the
marketing message, right?

Because I gave you this ... Let's do this for one second. Let's do this. I said to
you earlier, right? I might have a, let's call it a weight loss system, a weight loss
system, okay, that I'm selling. Now, I've got women that want to lose 30 pounds,
women that just want to let's say get abs, right? I have men that want to get ripped,
right, and men that just want to get fit, okay.

The reality is my product might effective for all four of these but I can't market
and sell to all four of these the same way. The reason why we segment and slice and
dice these is because it changes the marketing message that we are going to put out
in front of these people. Right off the bat, right, these are women, these are men,
right?

Then we could go deeper by same, right, then we have their wants and desires,
their wants and desires, their wants and desires, their wants and desires, right? Their
fears are different, their concerns are different, their goals and outcomes are
different. The things that they're ultimately looking to experience from an emotional
perspective, right?

The thoughts and feelings and emotions that they have is very different for a
guy that wants to get ripped from a women who wants to lose 30 pounds. You're
talking about a completely different individual. Product could be the same because
they could be able to customize it based on their goal, right, but the individuals
are ... What's going to move them is different.

Because what's going to move them is different by segmenting them it allows

me to do more powerful marketing for each. Now look, like I said let's go back to ...
Let's go back to the planting tomatoes or growing bigger tomatoes, right? Is there a
value in me segmenting out let's say 40 year olds from 30 year olds when it comes to
growing bigger tomatoes?

The answer is not that I can see. Now Grant, I don't operate within that niche,
within that market but I don't know how my message would change to somebody who's
in their 40's as it relates to growing bigger tomatoes. I don't know how different my
marketing message would be or should be from the people that are in their 30's.

I don't know what I could say differently to somebody in their 40s than from
what I would say to somebody in their 30's that would drive conversions when it comes
to me selling a, "How to grow bigger tomatoes," course. The only time that you are
slicing and dicing is when there is marketing value. When by doing that it allows you
to better target your message to that slice.

When there's something that you would say to that slice or to that segment in
this case let's just call it this is segment A, segment B, segment C and segment D. I
can see very clearly how from a marketing perspective, right? It would be great to be

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talking to these individuals separately, right? Because of that I would want to segment
them out.

Fact is even if I was selling weight-loss, there's massive value in talking and
being able to segment men from women, right? Because there are different desires
that a man wants, there are different thoughts and feelings that a man has and there
are different things that I could say to a man that I wouldn't say to a woman and vice
versa when it comes to sheer weight-loss, right?

There's value in doing that. Just like there's value for example in segmenting
out somebody who has dieted before let's call it, "They've dieted before," right? They
have yoyoed versus somebody who this is their let's just call it for argument sake this
is their first diet. Right? There's different emotions, there's different feelings, there's
different fears, there's different thoughts ... One person is jaded, one person is not
necessarily jaded, right?

One person questions their own ability to stick to a program ... Vastly different
marketing message. There's marketing value in me separating these two, right? In
putting this person in room one and putting this person in room two and then
delivering a particular message to them and delivering a different message to them.
Hopefully that answers your question, Susan.

Kathy asked, "How do you turn off a retargeting code?" What an awesome
question. You don't actually turn off retargeting code. In the last session, in session
number three I showed you that what happens with retargeting and let's take for
example let's just take external retargeting and let's take Facebook. Okay?

You're externally retargeting all of these stages and you're doing it on

Facebook. I explained last week that Facebook gives you one piece of code and so
that one piece of code I'm just going to say, one C. That one C let's just say goes
across your entire website. It's the same exact code. There's no difference.

The code that you're putting on upsell too is no different from the code that
you're putting on your lead capture page which is no different from the code that
you're putting on your VSL page. All the same code from Facebook. Now, this is the
same if you're using AdRoll, if you're using Perfect Audience.

Perfect Audience would give you one piece of code that you put across your
entire site. You paste it on there once, make sure it's on every page, you're good to
go, you never have to touch it again. Now, the way this works with Facebook is you're
going to say, "I want to display an ad to the people that came to this page, the lead
capture page but did not go to this page." Right?

We're going to call that audience one, retargeting audience one. Facebook,
because the code is across every single page Facebook is able to see, "Okay, there are
people that visited the lead capture page but they did not visit the VSL page." That's
retargeting audience one show them retargeting ad one.

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Then we have another audience that says and we call that retargeting audience
two. That's people that have visited the lead capture page and the VSL page or we
could just say just the VSL page, it's really the same thing, right? They visited the lead
capture page and the VSL page but not the order form page, right? We're going to call
that retargeting audience two for those people we want to show them ad two.

Now, here is Kathy to answer your question, right? How do you turn off the
retargeting code, you don't have to turn off the retargeting code because what
Facebook will do is in this audience are only the people that have visited this page
but not this page. Meaning they haven't opted in. If you run a retargeting ad driving
them back to a reverse squeeze page let's say and they do opt in, right?

Meaning now they come back to this page now Facebook says, "That person
shouldn't be in this audience anymore because they visited this page and they visited
this page so now let's check to see did they visit this page? No. Now, let's move them
dynamically into that audience." You don't have to do anything, right?

It's very similar to an email, an email autoresponder that let's say you know
how when you have a prospect sequence and then you'll have a buyer sequence, right?
Whether you're using AWeber or whatever, right? When somebody buys you say remove
them from here and put them in here, that's exactly what Facebook does for you
dynamically. It does it on autopilot for you.

Then, when somebody clicks the link and they go to the order form, right? Let's
say they don't order and they bounce. Right now if we had a retargeting audience
three designed with an ad for them that says, "All right, Facebook I want you in this
audience I want you to put the people that went to the order form but never made it
to upsell one, that's those people."

They made it to the order form meaning that they opted in whether from this
page or the reverse squeeze let's just say they went to the VSL page, they clicked the
add to cart button, they went to the order form but they never completed the order
because if they completed the order they would have wind up on the upsell one page.
That's this audience.

Facebook show this audience that audience this ad. Right? When somebody
finally submits the order and gets to this page they are no longer in this audience
because they don't meet the criteria that were telling Facebook display this ad to that
audience. They are no longer in that audience. Right? They are now moved to the
next audience which is they did land on the upsell page. Right?

They did land on the upsell page but they didn't land on the upsell two page.
That means that they've completed their order but they didn't take advantage let's say
of upsell one. All of that is handled for you dynamically. Then, finally you may have
let's say let's call this over here your thank you page, right?

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This is the page that somebody lands on after upsell two let's just say for
example. Right? They are done. They bought everything, they are a customer now.
Right? Then we say inside of Facebook, right? You say that this audience five are the
people that landed on the thank you page. Now they are no longer in any of these.
They won't see that ad.

Now, maybe for audience five you have ad five that's all about consumption.
Right? Consuming the product or now ad five is all about bonuses that are coming
their way. What you're really just doing is you're using retargeting in this case in this
example you're using retargeting to better the relationship with your customers, to
tease them about coming content not to try to sell them something at this point but
to tease them about coming content.

That's how it works with Facebook, that's how it works with Perfect Audience,
with AdRoll, that's even how it works with your internal retargeting done with Visitor
Logic Pro. With Visitor Logic Pro it's all about they went to this page but not this page.
They went to this page but not this page, they went to this page but not this page.

You're able to display a banner based on what it is that they've seen and they
haven't seen. Okay, how do you turn off retargeting code. I answered that. "Do you
get the retargeting one, two, three?" Kathy, I just explained that. It's all the same
code. "I understand what you're doing. How do you technically add this retargeting
code or delete the code?" I covered that in the last Master Class.

You're going to literally go into Facebook, you're going to create the custom
audience once. You're going to create your first custom audience. You could literally
go into Facebook, click on ads manager, go over to the ads manager then you'll see a
thing that says, "Create audience," or it says, "Audiences." Up in the right it has a
button that says, "Create audience," right? You're going to create a custom audience
based on website activity. Right?

You're just going to say, "I want to create a custom audience of anybody that
visited my URL." It's anybody that visited your website, right? Now, they are going to
give you a piece of code. One piece of code and now you're going to have that pasted
on every page on your site. If you're using something like WordPress, there are free
plugins that you can use.

You can just search in the plugin directory for Facebook Pixel. You'll be able to
install a plugin for free on your WordPress blog that will allow you to paste the code
in there and that code will get put across your entire site. There are also things like
optimize press and other themes that have that option built in but once that is pasted
on there then you could just go back into Facebook and create those custom
audiences just like I showed in the last session.

No, Kathy you can use this type of retargeting with there are third party
website that participate in let's just call it the retargeting network. You can use
something like I said Perfect Audience, you can use AdRoll, you can even do it with

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Google Adwords and all those are brain dead simple. I should say brain dead simple to
use there.

They are significantly easier to use than most people think because like I said it
worked the same way. You go over to Perfect Audience and you could start retargeting
like this, you tell Perfect Audience what your main website is, right? They'll approve
your website. What they look for they require you to have a website that very similar
to Facebook, they want a website that has a legitimate homepage.

They don't want a bogus website. You need to have a legitimate homepage on
the site. Once you get approved they'd give you one piece of code. You put that piece
of code on your site, right? Then, you are able to upload images and for images let me
tell you this, the best place to go for images to get the images created for you to use
with retargeting if you're going to do retargeting via perfect audience or AdRoll on
third party sites is go to [Link].

The number 2, 0, dollar, [Link]. Let me type that into

the chat for everybody. It's [Link]. I've used them multiple times. They
are great because when you create an account with let's say Perfect Audience or
AdRoll they'll tell you what size banners that you can upload, right? They'll tell you
what size banners you can upload.

They'll give you the dimensions and everything. 20dollarbanners will create
those banners for you. You can either have one banner created for 20 bucks or you
can pay a $120 and have three or four banners created and literally once you put the
code on and you upload the banners, boom you're in business. They take care of
everything for you. It really is that simple. I just took a drink.

Kathy, it sounds like you just need to go back and if you haven't seen the prior
sessions you just go back and watch the prior sessions and you'll see exactly how to do
it internally with I showed how to do it with Visitor Logic Pro and how it's actually
very simple with Visitor Logic Pro to do internally.

It's even easier than this because there's literally a widget that gets installed on
your site that will do it for you. It will show you how to do that. Yes, Chris asked, "Can
you explain how you trigger an email sequence based on the percentage of the video
watched?" Really, the process depends on Chris, tell me what are you using as your
CRM or your email autoresponder?

I'm curious, why don't you guys tell me just go ahead and enter into the chat
box the little box what you guys are using. Yeah, Chris you're using ActiveCampaign
okay we've got let me see here ... Dave is using Infusionsoft. Matt is using AWeber.
Kathy is using Infusionsoft. We got ActiveCampaign. Graham is using LeadOutcome.
Susan is using Infusionsoft.

Okay, for LeadOutcome I'm not sure but for AWeber ... I believe that when I was
in Vegas with Jack Born, the creator of AW Pro Tools he told me that they were

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releasing a feature that allows you to do this built in to AW Pro Tools. For those of you
guys and gals that are using ActiveCampaign as well as Infusionsoft ... Okay, Chris is
using ActiveCampaign and so Dawn is using ActiveCampaign. Matt is using AWeber.

Susan is using Infusionsoft. We got LeadOutcome. We got Infusionsoft,

Infusionsoft. We've got AWeber. We've got ActiveCampaign, ActiveCampaign. Okay,
very cool. Look, I'm going to put another tool in here for you and I think this is it. Let
me actually see something. Hang on one second because I just don't want to give you
the wrong website. I want to make sure that ...

Look, it works with ActiveCampaign, Infusionsoft and Ontraport and there are
other tools out there but this is the one that we use, right? You could see it will track
your Wistia video viewers. This does actually a couple of cool things to be honest with
you. This allows you to do, to automate live webinar follow up and whatnot so for
those of you guys that are using one of these ActiveCampaign, Infusionsoft or
Ontraport. What it basically does is it basically will ...

It works like this, let me see if I can show you this. Basically, what it does is
let's say and I use Wistia. I think Wistia is the absolute hands down bar none most
reliable video player. It's just fantastic but it gives you embed code, right? Wistia gives
you embed code and basically what happens is you take that embed code and then
using Fused app and if I remember correctly, right because my team does this, right?

Fused app will take this embed code and will give you new embed code. What
happens is you will link your fused app account to ActiveCampaign or to Infusionsoft
and what happens you take the embed code and then Fused app gives you new embed
code. Then this embed code, this Fused app embed code then gets put on your
website, right?

Then you could put it on your site and it will play just the way it would play
ordinarily, right? The way it would normally play except what happens now is you tell
Fused app you say if somebody watches up to here I want you let's say to apply a tag,
right? In Infusionsoft you can say apply a tag and start a sequence. The way it works is
this, this is the way it works.

Think about it like this, you have a lead capture page, right? We have our smart
lead capture page over here. Somebody opts in and then they go and they watched
the video and we got the code from Fused app that we put on this page to play the
video. We linked up Fused app with your ActiveCampaign or Ontraport or Infusionsoft,
somebody watches a particular percentage of the video.

Here's the way to think about it, we have let's call it three different email
campaigns inside of your CRM. Right? One, two, and three. They will get one of three
tags when they watch this video. They are either going to get, watch less than 50% ...
This is just an example. They watched more than from 50 to whatever, 90 and this is
if they watched more than 90.

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Based on what they do they would get put into one of these follow up
sequences. That's as simple as it is. Yeah, exactly Susan. It really is, it's in that regard
with that particular feature the one that I just showed you it's like dynamic ... It
basically what it does, the way to think about it is this, Fused app communicates with
your CRM.

Tells your CRM what the person did on the video and you tell Fused app
basically what you want it to do. You say, "Fused app, when somebody watches let's
call it, 25% of the video I want you to apply this tag. Fused app, if they watch 50% of
the video I want you to apply this tag. If they watch a 100% of the video I want you to
apply this tag." Right?

For Infusionsoft it's done through their API and it's a beautiful thing. No, it's not
actually time on page it's based on the actual view of the video. Right? That's the
beauty, it's not based on time on page. Okay, it is awesome. It's cool, thanks Dave.
Yeah, that's cool so LeadOutcome Graham is video tracking built in. Sweet.

Yeah, Chris said, "For retargeting I use a software that takes the retargeting
cookie and puts it in a link so that you can send people a link and they are targeted
before they hit the page they are going to." It could be someone else's offer. Yeah,
that's my friend Mark Thompson that application right there. Cool little software.
There's a bunch of those softwares.

The issue though Chris is that see the real use for that ... What Chris is talking
about is and I'll just, I might as well this is ... I don't use this particular tool but we
use a different tool here but this is like I said from my friend Mark Thompson. Mark
create some great stuff so I don't doubt that this is really good as well but the real
use for this is not when you're doing internal, not when you're retargeting stuff on
your own website but when you want to retarget an affiliate offer let's just say.

Let's say you want to retarget people that go to a particular page but it's not on
your website. Because it's not on your website you have no control over it meaning
that you can't put the retargeting pixel on there. If you can't put the retargeting pixel
on there you know the Facebook code, if you can't put the Facebook code on there
how do you retarget those people?

The only way to do it is with the tool like this that I just put in the chat box
that Chris shared. Right? That what basically allows you to do is it allows you to drop a
cookie on somebody just when they click the link. They click a link, it drops the
cookie and then it brings them to the destination page. For your own site, you don't
want to do that.

For your own site you just want to drop the cookie on your whole site because
the problem is that if you use that then when they go to the next page you're going to
have to put them through a URL that drops another cookie. You got to make sure
that ... Let me just take a step back and just make sure that I'm explaining this
properly.

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This type of tool is perfect when you don't have control of the destination
page. Right? That's when you use this tool. When I am let's say promoting an offer and
let's say this and I know that we're going down, we're taking a right turn for a second
but let's say I am sending out an email to my list. Those people are let's say ... Let's
say, you know what?

Here's a better example, let's say on Facebook you post an article that is you
share somebody else's article. An article from my buddy Rich Schefren and so you
include a link in a Facebook post to Rich's article. Right? It's on the Strategic Profits
website and so here's the thing. You don't have control over the Strategic Profits
website so we can't put any code on there.

If we wanted to retarget them the only way that we can do that is using the
tool like that Chris just shared that I just gave you in the chat box. What that allows
you to do is that type of tool allows you to create a link that you can basically when
you're creating the link you can drop a retargeting pixel in there.

Then when somebody clicks this link and goes to Rich's site to read the article
now you've cookie them meaning you could have a custom audience inside your
Facebook account that says something like the custom audience could be read Rich's
article. Right? Showing that they are interested in this particular topic and then
maybe you have an offer for a product or service related to that topic.

Right? All we're doing is we're using somebody else's content to identify interest
within your list that you could use this link within an email. You could use this link on
Facebook. You could use this link on Twitter they'll still cookie them, right? All you're
doing is using somebody else's content to get people to raise their hand and identify
themselves as being interested in and then we're running an ad that's specific for a
product related to this content.

Hopefully that make sense. That was a little confusing for me. If you have an
Amazon buy button, anything that you have on your site so the answer Kathy is yes. If
you have an e-commerce site and you are sending somebody to an Amazon offer,
whether you're sending them to an Amazon offer, an Amazon product listing from your
website or from your Facebook page or from Twitter, sure you can retarget them.

The only thing that stinks, the only draw back that I will tell you, the only draw
back is that you have no way like in the example that I just gave you you have no way
of knowing if they bought. That's the only draw back. Right? In other words, let's say
for example let's say we send somebody to Amazon and so i send out an email and in
the email I have a link and I used one of those retargeting tools to put the pixel in
here.

Let's say I'm selling a supplement over here on Amazon and so somebody that
clicks the link I create a custom audience inside of Facebook and I call this
supplement, they are interested in the supplement, right? The problem is that I have

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no way of now saying to Facebook if they reach the thank you page take them out of
this audience.

The problem is that you could be retargeting people that have already bought
and that's the issue when you don't control but often times you can see an increase in
conversion problem is like I said you don't know when somebody bought. Dave asked,
"How large roughly does a custom audience need to be to be used in effective ad
targeting?" I don't know if there's a right answer, Dave.

I'll tell you that there's a minimum that Facebook require so you got to have at
least 20 people in a custom audience to be able to run an ad to that audience. Look,
the reality is that we've had custom audiences that had a hundred people in it and did
well because it allows us to target that audience. There's some tremendous stuff that
you can do with small segment.

See, that's the thing that I want you guys to really grasp that it's not about size.
Even today when I was doing the workshop that I participated in earlier with Rich
Schefren, we were talking about my buddy Andre Chaperon and how Andre has a
significantly smaller list than most of the experts in the internet marketing arena but
he is able to slice and dice that list so much more effectively that he's able to extract
out so many more dollars per subscriber than most.

It's not about size, it's about targeting. I'd much rather have a smaller targeted
list than a bigger bloated list that's loaded with, that I'm not segmenting, that I'm not
slicing and dicing. That's why we're using marketing intelligence to do better
targeting. Dynamic offer, right? Let's just go back and make sure that everybody
understands so dynamic offer stacking is all about when a prospect goes to the VSL
and they don't buy, right?

They don't buy and let's say they've watched a 100% of the video but they don't
buy, we don't want to continue to expose them to the same offer. We don't want to
simply put the same offer out. We want to sweeten the pot, sweeten the deal so to
speak. Dynamic offer stacking is all about making the offer better.

It starts by asking yourself how can you improve the offer and sweeten the deal
to drive conversions and meaning I just want you to think about these things. I want
you to think in payment terms meaning a payment plan for example. I don't care, let
me tell you something, you'd be surprised to see how effective payment plans are
even with low dollar figures like offering a payment plan on a $49 product.

The reason is not because it's not necessarily because somebody truly can't
afford $49, it's because you're lowering the risk. Right? You take a $49 product and you
divide it into three payments of whatever it is, 18 bucks or whatever let's just say.
What it does is it's not that again they couldn't afford the 49, it's that they are now
only risking 18.

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You've lowered the risk enough where they say, "You know what? For 18 I'll give
it a shot." Right? You'd be surprised at how effective payment plans are and it's funny
I'll tell you that ... Very cool, Matt. Matt just got his t-shirt. Post a picture on
Facebook and we'll send you something cool. We got a special little bonus but very
cool man. What was it I'm just going to say?

Often you will find a payment plan will convert better than a single pay. Even
when the payment plan total is 15 to 20% higher than the single pay. Right? Let's say
four payments of 25 bucks will often out pull a single payment of $75. Right? Even
though the four payments of 25 is a 100 bucks and one payment is 75, right?

Think of how can I sweeten the deal, how can I sweeten the offer by changing
the payment terms? How can I sweeten the deal with a guarantee? Right? Can I put on
a bigger, bolder guarantee? Can I give them a longer guarantee? Can I give them a
double their money back guarantee? How can I sweeten the deal with additional
bonuses, premiums, right? How can I sweeten the deal with the offer type?

The offer type just means is it a hard offer or a soft offer? Meaning, is it pay
now and get the product and if you don't love it I'll give your money back or is it pay a
dollar now and use the product for a month and if you don't love it then pay nothing?
Right? The reality is that especially for you guys and gals that are selling digital
information, there's no reason why you shouldn't eventually offer somebody a soft
offer.

There's no reason. The only reason why a marketer wouldn't offer that is
because they don't believe in their product and they feel like it's not good enough and
people are going to cancel, nobody's going to want to keep it. Right? The reality is
that if your product is good and it's valuable, right? That people will want it. Most
people aren't going to look to scam you.

Sure, some people will, some people will beat you, some people will say, "I
don't want to pay for it," and they got the digital product, big deal. It doesn't cost you
any money. The increasing conversion, listen to me, the increasing conversions that
you will get by making a soft offer will far out way the amount of additional people
that tell you they don't want to pay assuming that you have a good product that
delivers and fulfills on your promises.

Right? This is all about sweetening the deal to make the offer better, to push
somebody over the edge. I'm not saying you got to start off with a soft offer. I'm not
saying you got to start off with a payment plan. I'm not saying you got to start off by
offering somebody a double their money back guarantee plus a soft offer plus bonuses
right up front but that's where dynamic offer stacking comes in, right?

That you're able to send them back, you're able to sweeten the deal, increase
the reason why they should take advantage of the offer. We just talked about dynamic
offer stacking. Right? We talked about the order form abandonment. The very first

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thing that you need to do and I showed you this in the last Master Class is you simply
need to determine your method of choice for segmenting abandons.

I showed you that there were two processes that you can use, right? One was
more advanced, the embedding the web form with the hidden fields that's a beast.
That's not something that you would do yourself, that's something that you'd have
somebody do, somebody that knows coding that you can pay $20 they'll be able to do
that for you in an instant.

The other option is to have a two step check out process. A two step check out
process. That just means when somebody clicks the add to cart they go to a form that
just asks for their first name, last name, email and phone, right? Once you got then it
brings them to a form that they actually enter their credit card information in, right?

Then, attached to that you have a preloaded follow up email sequence. You
also have your internal, external retargeting and you should consider telephone follow
up. Now, I'll tell you that the best type of telephone follow up that will make you
money even by paying somebody to do this, listen to me, even paying somebody to do
this, having telephone follow up for your abandons, for your order form abandons will
make you more money.

You pay somebody 10 bucks an hour, 12 bucks an hour to call those people, you
will make more money. It's not going to cost you anything. It's going to be an
investment. It's not going to cost you anything. It's going to be an investment, trust
me especially if you have a high volume of people that you're putting through your
funnel. Believe me, trust me, put this to the test.

Trust me, that person is not in-expense, they are an investment that will make
you money. You can use a live person but if you don't want to use a live person you
can use a tool like call loop which is my favorite tool. My buddy created, Chris
Pearson and it allows you to automate voice broadcast and SMS so you can actually
have on that two step check out process you can have first name, last name, email
address and you can collect mobile phone, right?

Then you're able to use automated voice broadcast and or SMS when somebody
doesn't complete the check out process. If they for example if they fill out the first
step in the two step check out process, right? Then they go into this abandon
sequence that has a delay. Maybe it has a three hour delay or a two hour delay so it
doesn't begin right away and if they complete the order process by filling out their
credit card information they get removed from this.

They would never get the voice broadcast or SMS. If they don't complete the
order process you could send them a voice broadcast. That's, "Hey, it's Bob. Just
wanted to send you a quick voicemail message. I saw that you got started ordering
X,Y,Z product. I'm not sure if something happened. I apologize if technology got wacky
on our end but I've gone ahead and I've sent you an email that's got a link that will
bring you right back.

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That will allow you to complete your order and because of any inconvenience
that you might have had with our order form I've also included an extra bonus for you
in there. Go ahead, check your email, you'll find that link, go ahead grab the bonus
and complete your process." Right? Something as simple as that. Kathy, it's call loop,
C-A-L-L L-O-O-P .com, [Link].

We talked about the order form, abandonment, then we talked last week about
the second chance offer sequence and the second chance offer sequence applies to
customers so individuals that have gone through this, they've gone through this,
they've gone through this, they've gone through this and they've skipped one or more
of these of your upsell or add on offers.

They haven't taken advantage of one or more. Maybe they took advantage of
this but they didn't take advantage of this one. The first thing that I want you to
understand is that you should not, not be presenting your upsell or add on offers as
one time offers. There's this idea of this is a one time only offer, "You're never going
to see this offer again.

This is a deal that you're only getting presented right now." Right? That is one
of the foolish things that you could do when it comes to your add on offers especially
when it comes to a new customer. Right? Because first of all it's an icky feeling, it's
not a great way to start offer relationship with a brand new customer.

Second of all is that you shoot yourself on the foot because now you don't have
the opportunity to go back and ethically make them a second chance offer to take
advantage of the offer that they skipped and do it with integrity. We don't present our
offers nine out of ten never get presented as this is the only time you're ever going to
see this.

Right? They are presented within the context of what the customer just bought
to show them the value of adding it to their offer but they are not told, "This is the
one and only time you're ever going to see this. You're never going to see this again so
it's now or never." Right? All you're doing in that context is relying on pressure and fear
of loss to drive the sale.

Two things that I don't want to do to a brand new customer nor should you.
First is you don't present it as a one time offer, then all you do is you have a sequence
an email sequence for each offer that is skipped. Then, customers should receive a
series of two emails that begin 48 hours after purchasing giving them a second chance
offer on the upsell or add on that they skipped.

Let's take a look at this for one second. Let's say right off the bat right? We've
got somebody buys the main product, they take advantage of this, they go to the
order form, they fill this out. Now, they are going to get put into an email follow up
sequence thanking them for the product purchase, et cetera.

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Maybe they buy this one too and so now they are going to get they might get a
thank you email about this particular product maybe and there are certain extreme
line ways to do this with systems like ActiveCampaign and Infusionsoft where you can
combine it into one but I'm just giving you the easy version. All right, this is something
that you could do if you're using AWeber.

This is the process that I taught in the six figure funnel formula training
program. Now, let's say they skipped this. What happens is ... Let me do it like this.
What happens is the moment that they pay for, let me just do this to show you ... The
moment that they pay for this product, this product they got put into this sequence.

This is the second chance offer sequence for this particular product and this is
the second chance offer sequence for this product. The moment that they bought this
they got put into this sequence and this sequence. Here's the thing, that if they buy
this particular product they get removed from that and they get put into the thank
you sequence but if they don't buy this 48 hours later this sequence is going to get
triggered.

What happens is they buy this, they get put into the customer thank you
sequence, they buy this, they get a thank you email right away, right? This is day one,
this is day one, right? Maybe this is day two and maybe there's another one that's on
day three thanking them and getting them to consume the product and showing them
what to do and where to go.

Now, they are also going to get starting 48 hours later they are going to get an
email that makes them a second chance to go back and claim this product. Right?
What you're doing is you're giving a new customer the opportunity to see that you
deliver the goods to get benefit from you, right? After they've gotten benefit now
we're able to go back and we're able to make them a second chance.

The second chance offer sequence is all about doing it via email and doing it
with internal and external retargeting. That's what, right? In the six figure funnel
formula training program I taught the second chance offer sequence. What makes this
a smart second chance offer sequence is that now it includes external and internal
retargeting as well as the email follow up.

There you have it. Those are the eight pieces of the smart funnel formula
model. If you missed any one of the pieces, any one of the Master Class sessions you
definitely want to go back and rewatch those. As you're rewatching those, if you have
any questions about implementation write them down. Because like I said at the
beginning of today's session next week we're going to have both of our bonus sessions
for advance strategies and implementation for each of the two tools that power the
smart funnel formula model for Dynamic VSL.

You're going to be able to ask Rob all your questions, get clarification on
anything that you need clarification on for both dynamic VSL as well as Visitor Logic

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Pro and Visitor Logic Pro especially you're going to see how to do some advanced
things that I haven't even started testing yet inside of marketing funnel automation.

As well you're going to see me now get back to the look over my shoulder series
and now you're going to get all of the cheat cheats, the blueprints to implement the
marketing intelligence like you got a whole bunch of stuff coming your way. Keep your
eye out for emails from us certainly over the next 24 hours because you're going to
get the recording of this.

Actually you'll probably be receiving an email almost everyday from us for the
next week because we have something new that will get put inside of your training
portal. Yeah, okay call loop, right. Yeah, you got some good stuff coming. Dave asked,
"What about segmenting out the product itself as well as the marketing by splintering
off different elements meeting their specific wants and desires?"

I'm not sure I understand the question that you're asking about, what about
segmenting out the product itself. Are you talking about let's say you've got a product
that teaches three different things, are you talking about splintering out like
segmenting, slicing up your audience based on those three different outcomes? Is that
what you mean, Dave?

I know, I understand I think what you mean by splintering with the ... You're
talking about splintering what Ryan Deiss teaches, taking a particular product. What
Ryan Deiss teaches, what Ryan teaches is taking a product let's call it a back end
product that maybe you sell for $497 and splintering out pieces of that and then
selling those splinters on the front end, right?

Maybe you have a product that sells for $497 and so the idea is you take out
pieces of that product and you sell those pieces as a splinter on the front end with
the aim of getting somebody in through the splinter and then getting them into the
back end. I'll tell you two things, two seemingly contradictory pieces of advice.

It is only smart to do, it's only wise to do if you've already effectively sold the
main product. Meaning for example we sell the six figure funnel formula training
program. It sells for $500 and it sells everyday via cold traffic. Right? That product is
a wildly successful product. In that case, very easily if I wanted to splinter out pieces
of that product and sell them as front ends.

Let's say for those individuals that don't buy the full six figure funnel formula
training program and then move them back up to the six figure funnel formula full
offer. That's wise. What is not wise to do, what is not wise to do is to create your back
end product first to create a big $500 product first that you're creating in essence
what you're doing is you're creating the back end of your business before you've
proven the front end.

This idea of build the front end from the back end meaning start with the back
end and then you've got these back end products that you want to create that you're

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going to create those products and then figure out how you can splinter stuff out of
those products to sell on the front end. That's a mistake. That's the complete
opposite of the way the biggest direct response companies do it.

The way the biggest direct response companies do it, companies like Agora is
the back end gets built based on how well a front end does. For example, if you look
at let's say I'll give you one example from Dan Kennedy when Bill Glazer was there.
Bill Glazer had the ... What the heck was it ... I'll look at my bookshelf for a second.
Yeah, Outrageous Advertising.

He had the Outrageous Advertising book. The way he developed that, he did
and then from the book he ended up creating he had like a whole Mastermind and he
had a whole live event and a whole training program, right? Here's the thing, he didn't
start with that big back end complete Outrageous Advertising program.

What he did was he gave a presentation at a live GKIC event on Outrageous

Advertising that really resonated with people. Right? Then, he went and created book
and then from the book he created the back end. He saw that it resonated on the
front end and then he built out the back end based on the fact that it resonated.

The lesson there is this, this is a tough lesson for a lot of marketers to grasp
but that's this, the reality is that even in the biggest companies, even in the best
companies more often than not most offers don't work. Right? In other words the idea
of sitting down and creating one funnel and have that be a home run and then you
sitting down and creating another funnel and having that be a home run, that ain't
happening, right? I wish it did.

I wish I had something different to tell you. That just doesn't happen. Even my
buddy Mark Ford, Michael Masterson said to me one day and this is with a guru who's
got the best copywriters in the world when it comes to financial newsletter,
alternative health newsletter subscriptions is he told me eight out of ten offers they
create don't work. Eight out of ten, they don't work.

You see, the beauty is that ... Now, imagine this. Imagine if you're creating
back end products, these gigantic products that you're going to offer on the back end
and eight out of ten didn't work. You'd be pulling your hair out. The beauty is that the
front end allows you to do it very easily and quickly. Right? The front end, very easy
to create front end products.

That's one of the benefits of a trip wire. It's one of the only benefits of a trip
wire offer in my opinion as a marketer is that very fast and easy to do and so you're
able to identify what the market is excited about based on those being prolific with
your front end offers. Then, based on what you're generating response to you're then
able to built out the back end when you find, that's really in essence, that's how I
launch marketing funnel automation.

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I did a webinar for my buddy Chris Pearson's people. I didn't have anything to
offer because I wasn't operating in the internet marketing community. I was selling my
own stuff to real business owners and there was massive response. Because of that
response call it, "The front end," right? I went and built an offer around that. Imagine
if I had built the offer and there was no response.

I created the entire marketing funnel automation partnership coaching

program, an eight week program which is 25 hours of content and training, right?
Then, only to find that it didn't resonate with the market. When you've got a proven
product that's already selling then you can splinter off pieces to try to convert even
more but you don't start by creating that big back end and then try to splinter stuff
out to sell on the front.

Hopefully that make sense. Okay, yeah that's something that we can certainly
look into for sure, Chris. Let me see, Jay. "In order to track the button click on a four
part video series when they want to watch video two right away, are you simply using
an Infusionsoft web form with hidden fields to track the click inside of Infusionsoft?"
Yes, it's exactly what we're doing.

That's all we're doing. All it is is submitting that web form, applying a tag and
whatnot. "What's the rationale for giving prospects four days to take advantage of a
payment plan?" You should test that because there is no rationale in other words ...
We've tested longer and we've tested shorter and for us for days is our sweet spot and
so don't for everybody don't go buy it doesn't matter what I think.

In other words you want to test, if you can expand your payment plan from four
days to five and you bump conversions, you get more than you do it. If doing that
doesn't increase conversions at all then shrink it back down all that stuff needs to be
tested because it differs per market. Okay. Let me see, "Do you ever play around with
offering PayPal credit in the post email sequence, "Sign up today for zero and pay for
it in six months"?"

No, but we're going to be testing that soon. What we have done before and it's
different with the PayPal credit, what we have done is we've done that with our
merchant provider where pay zero today and then pay x in 30 days or 60 days. The
beauty of doing it with PayPal is number one it's PayPal so a lot of people treat money
in their PayPal account differently than they do, "Real money," the other thing is that
it almost serves as a financing option.

If you're selling a premium price product, it gives them the ability to pay it off
and you don't have to worry about the financing, Paypal takes care of all that for you.
Very smart. "Do you know of any goof Evergreen countdown timers that work in emails
and web pages?" Yeah, Jack Born's [Link] [Link].

It's actually it's arguably the most advanced countdown timer for integration
between email and a webpage that you can use. What it does especially for a tool like
Infusionsoft is it allows you to run a four day payment plan where it's hard-coded to

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each contact so it's not simply cookie based. It's actually hard-coded inside the
contact record and so you're very welcome man.

That's the only way that I like to do that. This is just a personal thing but I just
feel like when you're doing it cookie based it lacks a little ... I don't want to say it
lacks a little integrity. It's just it's not when I say to somebody that you have four days
to do this and after four days this special for you for the next four days and after
those four days you'll only be able to get this at the full pay gig.

I want it to really be that. I don't want it to be all talk and not legit and so
that's why I like a tool like Jack's [Link]. We have custom code that we
had done before Jack released his [Link] but going forward all of our
payment plans will be done through his platform so great tool. There you go, that's it
for today. Great stuff.

I appreciate you guys and gals hanging in with me for two and a half, not two
and a half, two hours and ten minutes. One more question here let me see. "What's
your take on offering them early bird access to your offer? Making them consume
more content." I'm not sure I understand the question. We give them the ability to go
to consume every video as fast as they want, right?

With the exception of I want them to consume the video so I'll never let them
skip video two and three and just go right to video four because there's a reason why I
have video two and video three and that is to establish certain beliefs. Right? What I
talked about in session number on and so I won't ever let them skip the videos but I
will allow them to go from video one to video two to video three to right to video four
so that they can ...

The question is, after they watched video one they can get on an early bird list
and then we pitch them on what we cover in video four. I'm not sure why you would
do that, the question that I would really ask is if you can ... Are you saying that you
can make the sale without the other videos? If you can make the sale without the
other videos then I would have two videos in the sequence video one and then the
video four.

Yeah, I don't know if I really ... The question is less about is it a good idea to
skip them ahead and more about for me what's the value of the other videos ... Yeah,
awesome. Yeah, keep me posted man. That's awesome, dude. Very cool. You got it.
Talk to you guys and gals next week. Keep your eye out for a bunch of emails from us.

Like I said over the next hand full of days especially for the recording of this
session. If you haven't had the opportunity to go through the other sessions, definitely
go back and go through these bad boys. Lot more coming your way so stay tuned and
we'll talk soon. Take care everybody.

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