The Psychology Of Getting Leads

Cheap leads aren't the goal. Qualified ones are.

If your Facebook ads are generating volume but your sales team is drowning in tire kickers, something in your system is leaking — and it's probably not what you think.

Alisha Conlin-Hurd breaks down her AAA Framework (Attraction, Alignment, Activation) to help you stop reacting emotionally to lead drops and start diagnosing the real choke point. Learn how to reverse-engineer from revenue, attract buyers instead of browsers, and build an acquisition system that actually scales.

Stop optimizing for leads. Start engineering outcomes.

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📺 Watch This Episode on YouTube: https://www.youtube.com/watch?v=JDf3FnevMiA&t=1726s

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💕 Connect on Instagram: instagram.com/alisha_conlin_hurd/

Transcript

SPEAKER_00 0:00

If you want more qualified leads from your Facebook ads, watch the rest of this video. Now, in this video, I'm going to show you how to think like the top 1% of marketers about lead generation on Facebook ads. I'm going to be running you through my AAA framework to identify exactly what's killing your lead volume. I'm going to show you how to attract leads who turn into buyers. So we're going to stop talking to tire kickers with no money. That's the goal. And we're going to talk about why trying to scale your ad spend before fixing this, this one thing, is going to destroy your economics. So if you're new here, why listen to me? My name is Alicia Conlanheard. I'm the CEO and co-founder of Persuasion Experience. I run a seven-figure performance agency and we specialize in scaling paid ads for seven and eight-figure companies who need qualified leads. So this includes billion-dollar brands like Linktree, like Kogan, like Wayflyer, some of the examples here. And I'm not some marketer who teaches theory or things that used to work for me. I am in the trenches on accounts, running my own marketing and helping my team with my clients' marketing. I also get flown around the world to teach my systems and what I've learned from launching over 600 funnels in 120 niches and helping thousands and thousands of people in my programs and my communities. I've also scaled my own agency to seven figures while I travel the world full-time, living out of a suitcase, right? So this is not some theoretical video for mental masturbation. It's going to show you how to think and what to do. I don't want to give you tactics that are going to work once and done. You gotta know how to think and then I'll show you how to do. Most people I know won't sit through this, but the ones who do, they're going to fix their lead volume issues on Facebook ads. So the first thing is how to think, how to think about lead volume. And there's going to be three big mindset shifts I want to give you. The first one is that you're not building a funnel. You're building a system. But most seven and eight figure companies say they have a funnel, right? But what they actually have is ads, a landing page, a form, sometimes, and maybe some automations sometimes, but it's not a system, right? It's like random marketing activity all stitched together with bubblegum and sticky tape, and they hope it works. And so what happens is when lead volume drops, they don't diagnose the break in the system. They start to tweak random parts, new headline, new creative, new targeting. They change five different variables at once. And now they've made it really bloody hard to find the leak and diagnose the problem. What I see happening is they listen to noise instead of tuning into the signal of what is working or what isn't working. An example is I ordered one of the leads that I had recently, a company doing over 7 million a year. And they told me very confidently, we need more leads, our funnel's awesome, we don't need a new funnel, right? And so we're like, I was like, cool, let's map it out. And it was just like six random tools, these disconnected dashboards, including a dumb custom CRM. Um, and no one could tell me what a qualified lead actually means, right? So the reframe I want you to have when we talk about it's not a funnel, it's a system, right? The reframe I want you to have is low lead volume. It's not a diagnosis, it's a symptom. And symptoms don't tell you what's broken, they tell you something is broken. So when you're running paid ads, you're not building a funnel, you're operating an inbound acquisition system. And there's a sequence of events: click, page, form, booking, sale. But every touch point either compounds into revenue or it leaks it, right? So every different touch point, I'll be talking about this later, how to think about these different touch points. So instead of asking, how do we get more leads, you need to ask, where exactly is the system breaking? Like any system. There's a trigger, there's an outcome that we want, and then there's three to five steps in that system. What is broken? Mindset shift number two is to stop reacting. Start building feedback loops, then evolve the system. What do I mean by this? So when somebody has ads live running to a funnel or a landing page, or God forbid, a lead form or a home page, most teams don't iterate, they react. So lead volume will dip, and then Slack lights up and it's like, oh, let's maybe do this. Maybe the offer's not working, uh, let's increase the budget, the algorithms change, some other excuse. And similar to the in mindset shift one, they start changing these variables before they've isolated the leak, right? And now the signal is gone, and now they've Frankenstein's their funnel. So it's very emotional reacting instead of data-driven reacting. An example with that lead I was telling you about earlier. So over the years, they keep changing random things like every week, and everyone got a say about what they felt like was wrong in the funnel, or what they felt like should be changed on the funnel. And there was not one owner of the funnel. They didn't have one source of truth to know whether it was working. They didn't have one source of truth, and they couldn't even all agree on what working meant, right? And I'm gonna be talking about this more soon. So the reframe here is we've got a system, okay? That's like your funnel's not a funnel, it's a system. And with a system, a system is never finished. A system is constantly evolving forever, right? So it's never done, it constantly evolves. But the evolution, the evolution should not feel like chaos, it should not feel like guesswork, it should feel very strategic, it should feel very um surgical. And we want to have very structured feedback. So when I think about marketing, this is the little, the little like diagram I share with my team. We have it's all just inputs and outputs, right? Garbage in, garbage out, shit in, shit out. So we have research, strategy, execution. That's making of the initial machine of any system, any marketing thing. Then you ship it, and then you analyze and you adjust, and then that's the feedback loop that you need. So you launch, you measure, you isolate, you iterate forever. But what I see is you can't fix a problem that you don't understand. And that's that's what happens here, right? Um, when they don't understand a problem, they're just touching and guessing all of these different variables at once, resulting in a very Frankenstein funnel. So the behavioral shift that I want us all to have is that you don't optimize randomly or emotionally. You isolate the biggest leak. So what's also known as the choke point of the funnel, and you only change one layer at a time. Let me show you. So these are this is like a very basic one. Weed, we do this for all of our clients, or if you want to come into our community, the obsessed, you get access to all of these things. But you want to know the economics, right? So let's have a look here. And let's say we've got our funnel up and running, but now we're thinking how do we diagnose it correctly? So I want you to keep an eye on the ROI. Our landing page conversion rate is 5%. How many show up, how many qualified, how many close, we've got our CPL, cost to acquire, etc. Don't worry about that for now. But we know what is the standard, right? So now we can start to go, okay, where in the funnel is our choke point? Where, not just like, oh, let's randomly change stuff. No, surgically, what is wrong in our funnel? So let's say that the landing page conversion rate, we could get that to 10%. Okay, that's gonna make a huge impact. And that's top of funnel, right? If it was at 5%, that's where I would start. But when I look at this, the show-up rate, okay, we're gonna be talking about this later. Like, well, why aren't people showing up? How about if we change that? How does that impact it? And knowing what metrics are going to affect your results upstream and downstream. That's what I'm talking about here. Now, the third big one, the third big mindset shift is how to optimize your system for the correct objective. Because your system will rise or fall, any system will rise or fall to the objective you give it. So, for example, if you want to lose weight and you say, I want to lose weight, okay, like you could get a tapeworm. Like there's different ways to do that, right? So your system is not gonna know what to optimize for. But if it's like I want to lose 10 kilos by X and I want to put on 20 kilos of muscle or whatever it is, you start to then, your system will optimize for that specific outcome. Now, when it comes to lead generation and not weight loss, most marketers optimize for leads. Now they're looking at CP, CPL, cost per lead, cheapest possible, volume, click-through rate, um, cost per click, etc. And they often say we just need more leads. But this the goal of this system is not leads, revenue is, customers are, money in the bank is. And if you tell Meta, get me cheap leads, it will get you cheap leads. But cheap does not mean qualified, cheap does not mean sales, and cheap does not mean profitable. So now you have more leads, lower cost per lead, and worse economics. And and for the clients that I work with, it means that you don't have your foundational economics for scale. Because if you scale cheap CPL downstream that have these, like maybe your landing page conversion rate is 20%, or you're doing a Facebook ad form and your CPL is really cheap, but 30% show up, and 40% um, and maybe your team closes at an abysmal five to 10%, right? It's because you've made the wrong decision up here, which is affecting you downstream. And now everyone's confused. So with that $7 million company, they wanted more lead volume. That was because they had just hired a like a bunch of reps, and they didn't understand though what a qualified lead was. So when I asked them, okay, well, how do I know I'm giving you a qualified lead? They're like, oh no, it's fine, just we need more leads. And they didn't know how many clients they wanted a month, okay, which should be reverse engineered from your yearly or quarterly goals. It was all about leads. And I was like, well, how many clients do you need? They're like, no, it doesn't matter. No, it does matter because that's what we optimize for. So they were trying to optimize the system for the wrong thing, which was causing chaos, right? So the reframe is your acquisition system will optimize for whatever outcome you reward. If you reward cost per lead, you'll get cheaper leads. If you reward volume, you'll get volume. But if you want buyers, you must reverse engineer from revenue. So when someone comes to me and they say, we're not getting enough leads, my my first questions are enough for what? What's your revenue target? How many new customers do you need? What's your average deal size? What's your close rate? What qualifies as a real as a real lead? Because if you don't know those numbers, you don't actually know how many leads you need, right? Most people say, I need more leads. And then you're reacting to emotion, which we want to take out of this, and you're not engineering an outcome. So if you haven't picked up what I'm putting down, stop optimizing for leads and start reverse engineering from revenue. Again, we work this out for all of our clients, um, or you get access to this in inside the community. But let's just say you want 20 clients a month, your average retainer or whatever ticket size is 10k. Well, now we can start to see what do we need. Okay, well, how many of them are gonna show up? If it's 60, well, I'm gonna have to generate you 208 booked calls. But if our show-up rate is 80%, it's different. If your team closes at 10% on cold, um, I'm gonna need to get you 313 leads to hit that target. But if they can close at 30%, 104 leads, right? And if your cost per lead is $150, let's say, what I've got this track too. If your cost per call is 100 is $500, all right, but you're closing more, who cares? If your cost per call is $50, but your calls rate is really low, right? We have to like balance out what these economics are going to be. What are going to be the objective to hit the system's goals? When you do this, something really powerful happens because you stop guessing and you actually know what needs to be true. You know how many customers are required, you know how many leads that requires, and you know the key metrics of your system. Now the question becomes: why isn't the system producing that outcome? And that's when you stop changing random things and you can start diagnosing properly. And again, it's it's it's boring, right? It takes work. It's not like the answer isn't like, let's make some sexy AI ads that it's gonna fix all our problems. No, marketing is an art and a science. The scaling equation is um psychology plus economics times technology. And so in that $7 million example, throwing all tools in and trying all this AI shit, 1000 times zero is still zero. If you throw that technology in and you've got chaos, it's gonna amplify the chaos. That's not what we want. Now, there's three places where lead volume breaks. We're gonna start getting a bit more actionable. There's attraction, there's alignment, and there's activation, those three A's. And if your objective isn't being hit, one of those layers is leaking. So instead of optimizing emotionally, we're gonna diagnose now layer by layer. Let's break it down. So here's a little funnel map, right? This is my funnel. We've got ads, landing page, qualification form, booking, confirmation, email, and SMS. So in this attraction phase, layer one, I'm talking about the ad, the targeting. Who are we talking to? And the big question here is okay, do we have the right people landing? Do we are we pushing the right people into our funnel? Because before we touch your landing page, before we rewrite your offer, before we panic and change stuff, we need to answer one simple question. Are the right people even getting to the page? Because if the wrong people are clicking, nothing downstream will fix it, right? If I'm bringing, if I'm bringing the wrong people into the shop and no one's buying, changing the layout of the shop, adding new stuff into the shop, that's not going to change it. I've brought the wrong people in. Now there's four things that we diagnose inside attraction. The first is do you even have traffic volume sufficiency? And I see this constantly, especially in in the community, um, clients we can guide a bit more closely. But a campaign gets 40 clicks, maybe two leads come in, maybe no leads come in, and someone says the landing page isn't working. No, like you haven't had enough data, enough traffic to tell you anything yet. And you cannot diagnose conversion rate without statistically meaningful volume. So if your expected conversion rate, traffic conversion rate is 5%, you might need like 200, 400, 600 clicks before signal stabilizes, right? Especially because you'll be optimizing your traffic and figuring what out, what ads and what messaging and what audiences are working. At 40 clicks, two conversions is 5%, four conversions is 10%. It's typically not a conversion problem, it's more of a patience problem. So when I talk about this traffic volume sufficiency, just ask yourself have we optimized traffic? Uh have we had enough traffic to the page to get any lead volume before we say it doesn't work yet? Um, and then ask yourself, is it a traffic or a conversion problem? Diagnosis two is the traffic quality. So if we've got the volume, the quantity, do we have the quality? And this is right click versus cheap click. Low cost per click does not mean goods, does not mean qualified traffic. Meta will always find you cheaper clicks if you ask them, right? The question isn't are we getting traffic? It's are we attracting buyers or browsers? Cheap traffic does not equal qualified traffic, as you can see from this bouncer. So you can generate high volume and still attract completely unqualified people. The real question is, are they buyers or browsers? Buyers browsers click out of curiosity. Buyers click because the message directly calls out to them. They feel like it's for them. And this is how you can diagnose the difference. So one signal that we use is lead quality on sales calls. So we take the call transcripts, we can redact private information, whatever, and then we can listen to them, we can put them through our AI, and we can see our sales calls filled with just exploring, not ready yet, need to think about it, didn't realize it was this. Like people just who needed education. And we don't want people who need education talking to our closers. That's not a good use of their time. So if sales feedback says the leads aren't quite right, that's not a landing page issue. It's potentially a traffic intent issue. We brought the wrong people into the shop who then signed up for a call, and now they're not the right kind of people. Signal two is were you niche enough in your audience specificity? And what you can think here is are we using dog whistle language? So when we're running campaigns, we will always be specific in who we target on on ads. For example, for my agency, I can help if you're high ticket, you're doing over a million dollars a month, minimum. And high ticket being like a minimum 5k ticket price, obviously, I prefer like if your ticket price is a million dollars, but that's kind of the range. And you've got ambitious growth goals, like you want to scale the shit out of your what you're doing and you want to work with a good team, right? But if I say that, and I can service high-ticket coaches, I can service finance, I can service home builders, I can service high-ticket health, none of them are going to resonate with that message. So what I do instead is I split them out. I have separate ad campaigns for those different niches that I specialize in. And it's the same for my clients. If I'm doing a finance company and they can do B2B loans, I'm not gonna say I'm the best B2B loan. I'm gonna figure out what's their most profitable niche, and then I'm gonna build campaigns around those niches. If that niche might be restaurants, then even within restaurants, there are sub-audiences in there that we call out to. Specificity on Andromeda in meta-ads is extremely important. Diagnosis three, the awareness match problem. You are running the wrong offer to the wrong awareness level. Even if traffic volume is sufficient, even if the right person is clicking, they may not be psychologically ready for what you're asking them to do. AKA, this might be the wrong offer at the wrong time. So if you haven't read Eugene Schwartz's Breakthrough Advertising, within that book, it's a very dense book, it's amazing, but within that book, this is, I think, if it's not the most important concept, it's one of the most important concepts in marketing. That when people don't understand this, they're like, I don't understand how they're doing marketing properly. And it's these levels of awareness. So nobody wakes up one day and wants what you have. They go through these stages of awareness. Let's think of it as like I run an agency, right? So if someone's problem aware, they're gonna be like, my lead volume's down. Why? If they're solution aware, they might be like, my lead volume's down. Should I try and fix it myself? Should I run Facebook ads? Should I hire an agency? Should I run cold email? Like, I don't know what to do. If they're solution aware, they're like, okay, I know I want, I know I want an agency. And now I'm looking at um three different agencies who should like, I'm figuring out which agency I'm gonna work with. And what you need to understand about those levels of awareness, how you talk to them, the conversation going on in their head, and the offer that you're gonna give them to take that next micro step with you to keep moving them down that funnel is gonna be different, right? So there's two different types of lead um lead offers based on their awareness level. There's one, which is the consultation offer where you diagnose and prescribe, and there's two, the ready now offer when they're when they're ready to act and implement. I'm gonna show you more on this in layer two. Basically, to understand the right offer for the right stage. Let's say your toilet is flooding and there is shit going everywhere, metaphorically, spiritually, literally, physically. You pull out your phone, you go to Google or Chat GPT, you you go emergency plumber near me, you click on the ad, and then that ad sends you to an ebook that says an offer, right? Five reasons why your toilet might be flooding. Okay, so what they've done is they've put an offer for problem aware into a solution aware, most aware market. Yeah, I know my toilet's flooding. I don't give a shit. Pun intended. Tell me what is the next step. So the offer should match their stage or their level of awareness and give them the next micro step with you. And diagnosis four in this layer is the add-to-page congruence. So as soon as somebody clicks, their brain is gonna ask, am I in the right place? So you've got to ask yourself, is what got the click mirrored on the page? Because the brain makes it a micro decision when it clicks and when it lands anywhere, it's just thinking with them. What's in it for me? And if you can't answer that very quickly in a few seconds, they go and bounce. So we're gonna think, is the core promise mirrored above the fold? Is the headline a clear extension of the ad hook? Is there visual continuity from ad to page? Does the first five seconds validate the click? If there's a mismatch, you don't have a landing page problem, you'll have an expectation gap. And that gap will kill conversions before persuasion begins in the next layer. So you've got to fix that congruence. Okay, attraction summary. Attraction is not about getting more clicks, it's about getting the right clicks, the right people. Before you touch the landing page, you must know do you have enough data? Are we attracting the right psychological profile? Is awareness aligned? Is expectation validated? And then after that, we can move into alignment. So now we've gone through the ad. We're here on the landing page. And we're asking ourselves, okay, the right person has landed. We've checked traffic, traffic checks out, we did good on the traffic. Why didn't they become a lead? We sent the right person into our shop, why didn't they sign up? So if your traffic is healthy, the right person clicked and lead volume is low, this is not a traffic problem. It's usually a value perception problem. You have likely gotten one or more of what we call the five core ingredients wrong. And when the ingredients are wrong, the recipe is nasty and it doesn't work. So our goal here is. We want to think, did the value of becoming a lead clearly outweigh the friction of taking action? Okay. And that is built upon by these five ingredients. This first ingredient to get right, going back to this inputs, outputs, outcomes, right? Shit in, shit out. You don't want to put shit into your recipe, is target market. The traffic is right, but they don't feel like it's specifically for them. So you might have written copy that makes sense to you, but it's not in their language. It doesn't, it doesn't mirror their world. And so what I want you to look at is is the language theirs or yours? Have you described it in their words or your words? Is it entering the conversation going on in their head? Are you calling out if you're in B2B, their exact revenue or industry or stage, showing them that it's for them? Are you mirroring their real frustrations and objections from sales calls? And are you making it impossible for the wrong person to think it's for them? Remembering that your landing page is your digital appointment setter. Your digital salesperson, it needs to speak their language. Next, we have authority. They don't believe you are the one who can solve this, and there's not enough credibility to justify action. No one trusts you, right? Like no one trusts you. You need to earn that. So there's some ways to fix this. You can use visual cues like imagery. So, for example, on my pages, um, I'll use, and I showed you this earlier, right? To build authority, me speaking on stage, that design quality as well. You can have founder authority and add a panel, like about the founder of the story. And you can have authority by association, like client logos or images with celebs. And a tip is you want to build authority in as many touch points as possible before the call. We build authority in the ads, on the landing pages, in all the emails, the SMS, everything, every touch point, because you want to increase trust. You want to increase perceived value. And the sales process starts in the marketing. You want to control the threat, the frame and the authority as early as possible. The third ingredient is your messaging and differentiation. If they don't understand your system, they don't see why you're different, it's gonna feel generic. The big question here is most of our markets have tried and failed with something before. They've had a problem and they've probably tried and failed with something before. So if you don't sound not just better but different, why are they gonna give you money? It doesn't make sense, right? There's two, there's two ways you can do this. Proprietary system, which is just like you're here, you want to be here. Here's the three to five steps it takes us to get you there. Our proprietary system, you give it a name. Or a comparison table. They're comparing you to something in their minds. Great, make it easy for them. Down here, you have their buyer decision questions, and then you compare them to um what they're actually comparing you to. For me as an agency, yeah, people might be comparing me to agency like other agencies, but that's not the category I even want to play in. I want to be compared to hiring in-house. I'm infinitely cheaper than trying to hire in-house. I got better talent, better data, better systems, everything, right? Like that's that's how I want to position myself. Now, social proof. They don't believe you can get the result and the proof isn't specific, strong, or visible. There's like a whole, like a social proof is a whole thing. Go watch this video next on my channel. Offer. Okay, the most important. Change your offer, change your business. They don't find the micro step valuable enough to act, and the upside doesn't clearly outweigh the friction. Everything, everything you're trying to get someone to do, value and price. Value has to be higher than price. Now, price is not always paid for monetarily. It can be paid for in time, in energy, in information and data. So, what you want to think about is what level of awareness are they? If you're an agency, for example, and you want to bring in a plumber as a client versus an e-commerce manager doing $50 million a year, they're gonna have a different level of education and awareness. You wanna have a think about, okay, um, what experience have they had? Is this a first time? If you do an attic inspection, have they ever had an attic inspection? You're gonna have to educate them differently versus if you run, if you have like a CRM. Like if you are active campaign and you're trying to take HubSpot's users, that's switching. That's a different conversation. Then you've got to think what is their buying behavior. Again, I'll use an agency as an example. We're all pretty familiar with them. So if they're a big multi-million dollar company, maybe getting audits and getting a proposal is normal to them. That's their buying process. They want to talk to you, they want you to audit their stuff, and they want you to send a proposal of how you would do work. Or if they're the plumber, it might just be like, bro, just get started and give me a good guarantee. Like I've been bare before. So you've got to understand that. And then what is going to get the sale? This is the biggest thing I see people get wrong with their lead gin, is that they make offers that are basically gonna bring in like cheap leads, like volume of leads, but not qualified leads that turn into buyers. So you want to position the sales call to best line up the clothes. I'll focus on these for now. So there's two different types, right? There's the consultation. So you need to tell them the problem and you diagnose the solution. For example, with this client in the hair transplant space, their previous agency was sending Facebook ads straight to get your hair transplant and offering price. That's that's wrong because on Facebook ads, they haven't decided that they want a hair transplant yet. They don't even know if they need that. Actually, they might not need that. So instead, we did a consultation offer, save my hair consultation and treatment plan, right? And see how that's a different micro step. Whereas when we work in finance, we're not like, and I'll say lending, like when we're doing payday loans or um B2B loans, MCA loans, we're not gonna say, have a consultation and understand why you can't pay your bills on time and you can't afford gas. No, they've got a bleeding neck problem. So what we want to do is like, hey, you want money? Here's the questions on your mind. How much can you get? How quickly can you get it, and what are the rates? And then they take their next micro step to apply. If you want to learn more about offers, I've got heaps on my channel, but this is a talk I recently did at Affiliate World in Bangkok, Bangkok, in December, you can go and check that out. Basically, if one of those is weak, the system leaks. Alignment summary. If the person landed and still didn't convert, it's not because they didn't want it, it's because it didn't feel compelling enough in that moment. Alignment is perception and perception determines action. If you're the best at what you do and you can't articulate it in your marketing, which is the problem that I solve for all of my clients, they are the best at what they do. And they have these competitors shitting all over them because they've got better marketing. Okay? Perception is reality. Okay, now layer three is the activation. They want what you have, what is stopping them? Attraction, who arrived? Alignment, did it feel worth it? Activation, did the system allow action to complete? Because most teams say our conversion rate is low, but that is a lazy diagnosis. It's not even a diagnosis, it's a symptom, right? Conversion rate is an outcome, and you need to isolate the stage and understand why. Because your funnel is not a page, it's a sequence. Add is the attraction, landing page is the alignment, qualification, and the booking is the activation. So when lead volume drops, um, you need to understand where this chain breaks. And so we've got to identify that. So that's going back to what I was showing you earlier. Step one is to find that choke point, and you can pull the data, right? The landing page views, the click to form, the form starts, the form submissions, and also the booking, right? Then you just look at where is the drop. So for example, we've got 100 landing page views. Let's say that we've got 80 click to the form, okay, and then two form starts. Well, form submissions is not a problem. Form starts is the choke point. No one started the form. Do we need to embed the form on the page? Was there a tech issue, right? That's identifying the leak. So if people aren't clicking to the form, it might be an alignment issue. You sent the wrong traffic to the page, no one clicks the button to even like get started. Okay, that's a drop-off. If they're starting the form but not submitting, there's some friction there. You want to look at in your questions if you've got a multi-step application, well, which question is getting them to drop off? Is it a good thing though? Is that disqualifying the wrong people? Do we even care? You've got to think about these things. If submissions are strong but bookings are low, this could be a UX or a traffic issue. I have another I have heaps of videos that go over this, or I've got all of my programs in here in my community, like know thy numbers, the landing page launch kit, this is everything, million dollar funnels, sales sprint, like everything's in here that goes into more details. Okay, which step is breaking? Step two, then you diagnose the friction. Um, so you can diagnose and then you can prescribe. So common activation leaks could be too many form fields, asking for unnecessary info, multi-step applications, blah, blah, blah, port mobile formatting, no reassurance near the call to action. Remembering that cold traffic does not owe you effort, especially if you've built a business on organic referrals, whatever, that's easy mode. Trust me, that's how I built my business for several years. And then we started running ads and cold traffic, and even though I've done this with clients for like forever, 10 years, I was like, damn, this is hard. Cold traffic's harder, right? Unless you have the right system. They're harder to close, they're more skeptical, they're not the same as organic and referrals. So they don't owe you any effort. And if someone has already decided yes mentally, don't make them prove it. You can add friction, but that's that's advanced. Okay, activation summary. Attraction brings the right person, alignment makes it worth it, activation makes it easy. And if it's not easy or simple, right, lead volume suffers. So here's what's gonna happen next. Now you understand the framework. Now you know how to diagnose where your lead volume is leaking. Diagnosis is one thing. Building and scaling the system properly is another. So you have two options. Option one, if you want my team and I to build your inbound acquisition system for qualified leads and scale it properly with paid ads and make you the money. Click the link in the description and you can schedule a call with my agency. At the time of recording this, I'm still taking calls, so you'll talk with me. We only work with seven and eight figure companies, so you have to be a proven business. High ticket deals doing minimum 5k. You're spending or can spend at least 10k a month on ads, but that's small. Like you have to be like, girl, I'll spend 100K. Just make them work, like we want to grow. You have aggressive or ambitious growth goals, like we only want to work with winning growth companies. So, no, like you can be local if you want to like grow, but just like nothing small, it's a bit boring. Looking for a long-term growth partner, we want to work with you for years and not months. So if that's you, we'll show you what that roadmap looks like. Or option two, if you want to build this yourself and see the exact systems and frameworks and breakdown we use, then join my community, The Obsessed. You can come in, do all the programs. Um, I'm obviously logged in as my mom at the computer. You can look at everybody's wins, everybody adds their talk nerdy and adds really cool stuff that they're learning, especially around that. And then QA, you add your landing pages and stuff for review and get feedback. It's awesome. Okay, but understand this all of this optimization is very useless if the foundations of your funnel are wrong. Going back to what I showed you earlier. Research, strategy, execution, and you cannot out optimize a bad strategy. So if you haven't built your acquisition system properly from the start, you haven't got those foundations right, then watch this video next. See you in there.