How to build a $10M agency funnel

Most agencies have a funnel. Almost none of them have a system.

In this episode, Alisha Conlin-Hurd breaks down the exact three-part framework behind a $10 million lead machine — ads, funnel, and optimization — and why getting any one of them wrong tanks your economics before you even think about scaling.

From creative diversity and dog whistle copy to the five landing page ingredients that turn cold traffic into booked calls, this is the stuff 60,000 other agencies aren't doing.

Build it right, or scale the chaos.

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📺 Watch This Episode on YouTube: https://www.youtube.com/watch?v=ZGbWWSWcIic&t=8s

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✨ Get My Best 20 Landing Page Swipe File: https://get.persuasionexperience.com/lp-swipe

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⭐  Get My Landing Page & Funnel Templates, Training & Systems (Community): https://www.skool.com/the-obsessed

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💸  Work With Me & My Team To Scale Qualified Leads From Paid Ads (Done For You): https://get.persuasionexperience.com/px-fb-ads-page

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💕 Connect on Instagram: instagram.com/alisha_conlin_hurd/

Transcript

SPEAKER_04 0:00

And Eddie has brought me out to be able to help you to learn how you can build and scale your own $10 million lead machine in 2026. Now, if you don't already have a lead machine or something on paid ads actually working, we have to ask ourselves why. Right? Why don't we already have that? Now hold that thought while I get a clicker. Keep thinking, you're doing a really good job. Okay. Is the reason because there's too many competitors? There are over 60,000 marketing agencies in the USA alone. That doesn't account for all of the freelancers or the Australian agencies coming and stealing all of your clients as well, right? Is there just too many agencies? There are too much competition. Or is it because all of our clients have been burnt before? They don't trust us anymore and they're harder to close. Or is it because the clients are using AI and they don't need us, right? They're using AI to do marketing and they don't need us anymore. I don't know about you guys, but most of my clients can't figure out a CRM, let alone I'm not worried about getting replaced by AI, right? So the answer is if you don't currently have a funnel making you $1 million, $5 million, $10 million a year, it's because you don't know how to. Because if you did, you would, right? And so all of these things are external excuses. Is the mic like feeding back? Just in my head. Okay. So all of these things are external excuses. We don't control them. What we do control is the quality of the system that we build to predictably and consistently and profitably bring us in clients at scale. That's the thing that we do control. But what I see is people just launching a random funnel, running ads at it, not tracking any data, changing random shit, and wondering why it doesn't work. Right? So today I want to give you a better way, a different way. Hey, if you're an agency owner stuck at 10 to 50k months, and you want to get a clear game plan on how to get to 100k, I've just opened up my new program, Operation Freedom. Click the link in the description and check out more. So whether you want to decrease your cost per lead and scale your traffic, whether you want to convert more traffic into booked calls, you want to fix key metrics like lead to sales time, or you just want to get qualified leads who actually show up and close. That's the system that I want to give you today. Now, it's not just something that I can magically do. I have taught this system to thousands and thousands of people. Just like John and other hundreds of agency owners, John took just one thing, just one thing that I'm gonna give you today, and he was able to take his conversion rates from 2% to over 16%. He was able to take his cost per conversion, cost per lead from $143 to $24. What does that mean? Well, it means before, if he wanted a thousand leads, he would have had to spend $143,000. Now it means he only has to spend $24,000. Or it means he's just saved $120K a month or $1.4 million a year. How much is a Lamborghini? Are you guys poor? How much is a Lamborghini? How much is an expensive one, Neo? Fuck yeah, I just bought you a fucking Lamborghini. You're welcome. Yeah? But that only happens if you have the right system, the right foundations, the right economics to scale. So, if you haven't met me, what's up? My name is Alicia Conlin Heard. I'm the CEO and co-founder of an agency called Persuasion Experience. I've been building this agency for about four years with my wonderful partner Matt. Before this, I uh what did I do? Heaps of shit. I built out the sales funnel and CRO team at an agency called King Kong. Then I went and built the same kind of team at a company called Founder, launching seven and eight figure courses. Do you guys know Nick Shackleford? Yeah, I did his Facebook ads course at Founder. Now, Matt, it's Matt's birthday today, so everyone buy him a shot. Let's fuck his shit up. Okay, it's not about him anymore. Back to me. So I'm very, very blessed that I get to build this agency with my partner and my best friend. And you know, when we when we first started dating, I would go to his house, we would open a bottle of red wine, and we would watch infomercials. Fucking all night, just watching infomercials. We would break down the offer, we would like call them up and like go through their funnel and shit. And literally all we do is we study Dan Kennedy, direct response, funnel hack, vibecode shit, and that's it. I'm very, very blessed that that's my life. Now, over the past decade or so, I've launched, I don't have less count, over 600 funnels, landing pages, websites, offers in over 120 different niches. Yeah, I've seen some shit. I got a lot of data in my head. We've had billion dollar brands like Linktree and Wayfire come to us to help them to scale. Or we have other really big clients like seventh level that I consult for to help them to figure out how to unlock their funnel and make more money. What people usually find most interesting is that we were able to scale our agency to seven figures. I tried to do that really smooth. It wasn't that smooth, wasn't it? We scaled our agency to seven figures while we were living out of a suitcase. We sold everything and traveled the world, which has been awesome. And I was really happy living my little lifestyle business, you know, doing over a million dollars a year, until we found Eddie on the internet. And we watched a bunch of his shit, and then we joined the mastermind. And so this time last year, I was like, okay, I'm gonna scale this bitch to eight figures. Yeet, clutch, whatever else you guys say, like let's go. Right? And then I had three pods, I had a sales team, I had all the things, and we started running ads, and we became a client of our own agency. And it wasn't because until I became a client of my own agency I realized we weren't very good. Um I had been lying to myself, right? I had a good business, a good lifestyle business, but not a scalable business. Pauses for dramatic effect. Okay, so a lifestyle business. So we had to overhaul the whole thing. What did that look like? Predominantly it meant raising the floor on team and on clients. What would we tolerate and what would we um let into our agency, right? So we stopped working with anybody. You had to be doing a million dollars a month minimum and wanting to scale. We changed our average retainer from 2.5k a month to 5.5 plus 10% of ad spend. We started getting better clients, we improved our systems, we churned out shit team, we fired shit clients, and it was a pain in the ass because I wanted to come here after last year and tell you guys about how cool I am because I scaled to million dollar months, but I didn't have the infrastructure to do it. I didn't have the systems to do it, right? And it's the same for you guys with your funnel. If we don't have the right infrastructure or the right systems, you cannot profitably scale. So that's what we're going to be focusing on today. I want to give you the three most important parts of your $10 million lead machine system. Now, I don't take agencies as clients because they're a pain in the ass, but so that I could prove that this works, I turned my ads on last week for one week. I did five calls, four are in paperwork, and they'll all close next week. Don't you even worry about that. And then I've been working with five agencies out of Eddie's mastermind. These are some of the best agencies around the world, and they are missing one or all of these things. So I can guarantee you will be too. And so, what I really want you to get out of today are these three things. One, I want you to think better about funnels. I want to change the programming in your mind so that you understand how to make a profitable acquisition system, right? If you want to scale your paid ads. I want to show you what is world class, what is success, so that you can hold your team and you can hold yourself to higher standards. And ultimately, I want to give you a competitive edge, an advantage, right? There are 60,000 marketing agencies in the USA, and they're not in this room today. Yeah, I want to give you something that you can take away, very actionable, so you can go and beat their asses and make a lot of money. Like and subscribe? Okay, I got one. Cool. One like and subscribe. And this is where we're gonna start, team. We're gonna start with the ads. Okay. So when I'm working with clients or with agencies in Eddie's mastermind, what I usually see is the problem is people are using the same format of ad. And it's usually the founder face-to-camera video, right? The problem with this is in the new Andromeda algorithm, without going into too much detail, if you're launching only these, the algorithm will read them the same and they'll compete against each other instead of the market. Okay? So our solution, if you want to scale your ads, is that we need to have creative diversity. We need to test a lot to find winners. A lot of different ads. So, this first step, I want to walk you through five types of ads for creative diversity. And if you can have this mixture in and you can test out these different ads, this will be the first key to helping you scale. Five different types of ads. The first is human and relatable. There's three types that you're gonna be able to run. The first is the AI ambassador tells a story, the second is the founder VSL, and the third is the founder origin story. I'm gonna show you them now. You know, like when you had a substitute teacher and like they would wield out the VCR and put on cool runnings? That's what I'm doing. I don't know if that was just a me thing.

SPEAKER_06 10:34

Kelly's a brilliant health coach. Her clients get amazing results. Her email list, 137 people. Here's what changed everything.

SPEAKER_04 10:42

So that first one, that's an AI avatar telling a story. And these things are crushing for scaling client client accounts. Why? Because we're trying to make people feel like we understand them. So contextually, we're telling all of these different stories. On that one that I just showed you, that was about email marketing. This person, Kelly, she's a couch. This is my American accent. She's having trouble with the marketing. Yeah, and then we do that for Legion, we do it for sales calls, we do it for whatever. And contextually, it's bringing people in. Why? Because it's the conversation going on in their head. That's what we're trying to do, right? Now, this ad is crushing for a client, and then we replicated it for our agency. So here's how we did it for us.

SPEAKER_07 11:24

David's Burkerage team used to hate the finance leads marketing sent them. Now they're asking for more. Let me show you what changed. I was talking to David, who owns a B2B lending company, and he told me something every finance operator deals with. You know that tension between marketing and sales, right? Marketing says they're delivering leads. Sales says the leads are trash and won't fund. Everyone's pointing fingers. Nothing ever improves. Well, David found Alicia Conlan Heard from Persuasion Experience. And they did something different right from the start. They didn't just audit his ads, they talked to his sales team and customers first.

SPEAKER_04 11:59

Thank you, A V team. So that's it, right? It's telling a story. It's it's like we never use AI to pretend they're a real customer. I you do you, UGC, econ people, but I find that unethical, so we never do that. But we use them as ambassadors to tell a story and they crush, okay? And you don't have to get in front of the camera, they're infinitely scalable. The next type of ad. Thank you. Now, why did I want to show you that? A lot of people want to run VS Cells and they think it's very easy. Me and Matt locked ourselves in a room to write this script for a whole day. He was on the laptop, I was like reading it out in the voice, and then we would do little edits, and then I would read it out again. I lost my voice by the end of that day. And this ad is scaling. It worked in the funnel, and then we were like, well shit, if we were smart, we would put it on ads. And we did, and it's scaling. So that's the founder VSL ad. Okay, so the founder, the founder origin story, what that why does that work? It's about using a proven, repeatable system. So if you happen to be somebody who has built their own e-commerce brand, and now you've done it for other people, you have a proven, repeatable system. Yeah? And that's what you want to show that you have a proven, repeatable system, and you're just showing like your hero story. So those are three different types of scripts that you can use for that kind of ad. The next type of ad we're gonna add into the mix for your creative diversity is the authority and the proof. Okay? So you're gonna be able to test out B-roll and voiceover, a testimonial montage, and then demonstration.

SPEAKER_10 13:29

Do you know why most people never invest? Because they think it's complicated. These investors used real data, not guesswork, and walked away with massive gains.

SPEAKER_00 13:37

In about two years, it's gone up $140,000 in value. Now I have the certainty that I'm in the right direction.

SPEAKER_01 13:44

Coming into the market as a first-home buyer, gosh, it was overwhelming. I realized I couldn't do this along.

SPEAKER_04 13:50

Cool. So that one's a mixture of the B-roll and a testimonial mashup. Super easy, super, super easy to make, right? And you can be taking those out and using your testimonial mashups there. Alright, let's play this one. Oh, hang on, I can no wait, go back. My god, spoiler alert.

SPEAKER_03 14:07

Play it. This client's landing page is converting at 27% in the finance space, bringing in qualified leads for B2C loan applications. I love working in the finance space because yeah, there's a lot of competitors, but they're not very competitive.

SPEAKER_04 14:27

That one works because we use an Aussie chick to lure in finance men. It works really good every time. Try a blonde, that also works really well. Now the next type are your educational and mechanism, okay? So you can use this like Charlie Morgan Loom style vibe. This one's kind of running through like a website in the system. This one's running through a Google Doc. The other one is the unique mechanism. So when I work with clients or agencies, especially agencies, they're not very good at finding what makes them special and different. We're gonna be talking about that more soon. And then the one that's gonna scale the shit out of us is this three-step system, and I'm gonna show you that in a second.

SPEAKER_02 15:09

You were trained to release tension, but what I'm about to show you resets the entire body. All right, let me ask you something. Have you ever treated a client only to have them come back with the same pain a week later? You stretched it, you needled it, you cupped it, but nothing lasted. So here's the truth that no one tells you. Most treatment training only teaches surface level techniques. But chronic pain doesn't live in the muscle belly. It lives at the junctions with the fascia, the tendons, and thank you.

SPEAKER_04 15:36

So yeah, that one's about the unique mechanism going into like the science of it a little bit more, right? So you can teach you can test like a more nerdy, nerdy angle. Now this one you can see here has just people running around. That has nothing to do with finance. That's our niche, finance and investment opportunities. But this one has like a it's like a 50% thumb stop or something. Like the the results are awesome. So let me show you what I prepared earlier. This is the fastest way to attract more loan applications working right now. My agency specializes in profitably scaling leads for finance companies through paid ads like Facebook ads. I'm going to show you exactly how top finance companies are getting qualified leads right now while their competitors are struggling with rising costs and absolute tire kickers. I get flown around the world to teach these lead generation strategies, I'm about to tell you. But basically, it all comes down to our three-step system that's working like crazy in 2025. Step one, we build a 24-7 digital appointment setup. This landing page is a conversion machine and it's designed to turn cult. Okay, that's enough iPad time. It's just a three-step system, right? What you need to remember in your ads is you need to be testing different angles. I don't have enough time to go into this, but contrarian, negative, positive. And you want to be using what Dan Kennedy would call dog whistle language. What is the language of your market? What's the conversation going on in their brain? Not what is your agency bro internal jargon, but how do they describe their hopes, their dreams, their fears, their pains. That's what we want to achieve in our ads. Next screen. No, not all applications working right now. My agency like Facebook ads. I'm going to show you. Excuse me, A V team. Can we go back to the presentation? Finance companies are getting qualified leads right now while their competitors are struggling with the internet. Like, you know, when you have a nightmare and like the shit isn't working how you want it to work. Presentation. Okay, so the next type is the pattern interrupt and the entertainment. You've got three different ones you can use here. We've got the patent interrupt hook, we've got the manufacturing of news, and we have the AI entertainment. You're gonna roll these in.

SPEAKER_09 18:06

Who do you trust more with your retirement money? Faceless super funds who profit whether you win or lose. This fix crushes and ads. Blonde Aussie. Try it and let it not. I reckon it will work.

SPEAKER_05 18:18

But when it comes to your retirement savings, who can you withstand 3,000 breastfeeds? Yeah. That's the average a mom has to go through. Right. Most moms get told techniques that rely on force. The result? Sore nipples, a baby fighting the latch, and a spiral of fixes that don't fix. What?

SPEAKER_04 18:45

Excellent. Now, this one we came up with, one of our ad strategists was like, you know, back when I was working in e-com, the brands used to spend a lot of money to get media mentions. Do you reckon our clients would do that? And I was like, no, they're tied asses. They won't. But we have AI. Imagine if we just manufactured that and it looked like it was the news, right? And that's how we came up with that one. Look, if you're a coach or consultant spending 20 plus hours a week fighting with Canva, staying up till 3 a.m.

SPEAKER_08 19:17

trying to figure out funnels.

SPEAKER_04 19:18

Spending countless hours planning out and scheduling out social content, you're doing it wrong. Okay. So that AI ad didn't scale. Fucking spent heaps of hours on it. But I wanted to show you that. To show you we put heaps of effort into that ad. And then these bloody ads, these direct to offer ads, are working on every single account. It's so annoying. And then everybody in our community, we have this school community with people that we just give our shit to, they run them as well, and they work for their clients. So if you want some low-lying fruit, run this ad. Like I swear by it. Why does it work? It has a call out to the audience, like a very direct IBCLCs and midwives, and then it has the offer. That's it. Direct to offer ads. Get them in your mix. Super easy. Now, when you have that, what we've done here is this whiteboard one. We just make these on Higgs field. We take that angle or that winning message and we just change how it looks. Yeah? Because we found something winning. Now we just change how it looks. And that other one over there is another really good example of the direct to offer. Get X without Y. Get X without the shit you hate. Yeah? The conversation going on in their brain. Cool. Now, that was execution, but when you're gonna make ads, you need to know where to get ad ideas from. Our team, we have AI systems set up. We pull the lead form data, we pull sales call transcripts, we do all these things. But shout out to Spencer. I think Spencer's here. He introduced us to Atria. And you can literally use this. Go and look in Atria's library and then find all the ads. It shows you how long the ad has been running for, and then you can transcribe the script, or it can make similar scripts for you. You know? Like easy. Cool. The next tip is to iterate on your winners. So on this one, we had a winning still ad, right? And it's hard to find winners. So what we want to do is milk it as much as possible. We took that winning ad, and then we did a green screen video with an AI avatar. Yeah? And then we took that same ad and we just uh used AI to make the picture into a video. Super easy. Whenever you find a winner, you want to keep the good times rolling. So here's a bunch of other ideas for you iterate on winners. One is when you have a winning hook visual on a video, put it as a still. It will probably work. If you have a talking head that's working, do it voiceover and b roll. It will probably work. If you have a talking head working, go get your phone and record it walking around Dubai, same script. Turn it into a UGC. If you have that script, you can change the character. Get somebody in your team to shoot it. If you have a static or a video winning, you can turn it into a Carousel, or if you have a video script in general, you can do that text on still. Yeah? Does that seem like pretty easy?

unknown 22:09

Woo.

SPEAKER_04 22:11

Okay. And finally, for the love of all things conversions, do not optimize your ads for cheap CPLs. Yeah? When we work with our clients, we are monitoring down to the CAC, the cost to acquire the customer. We're monitoring for um qualified lead who shows up. And those are the ads that we're optimizing for. There's been plenty of times where we've had ads and we're like, oh wow, we're so good. Look how many cheap leads it's got. But because we track the data downstream on HR and Facebook, they were shit. They didn't close. And we have to cut it down really quick. But most people aren't tracking that far down the funnel with their ads. Okay? So that's part two. That's your ads. But in our funnel, the ads simply get the click. And we all get really like big boners for ads and stuff, right? But it's literally what happens after the click that makes all the money, and it starts with your landing page. The problem is, this is how most people make their landing page. Yeah? They shit it out. I don't know if that's an Aussie thing, but you probably get the point, yeah? They don't put any thought into it. And now the point of the page, it doesn't have to be pretty, it has to be persuasive. So when we make landing pages, we think of them like your digital salesperson, your digital appointment setter. And so dumb questions like there's no dumb questions, but this one's dumb. How long should my landing page be? Would you make it like your salesperson only be able to say a few things so it looked cute? No. It's as long as it needs to be to persuade someone to take action. Now, with your pages, they don't have to be beautiful. However, that bar is getting raised with AI. So this next thing that I'm gonna show you literally a two-sentence prompt um in a Figma make thing. And the prompt was something like, um, I'm a high value video production agency. I want a dark landing page with cool imagery. Like it was shit. And then this is what came out. Yeah? I made this in 30 seconds. There's no excuse for fucking click funnels pages. Come on, guys. Super easy. It wrote all the copy. Execution is becoming a commodity. We need to be able to think what's gonna go on our pages. Yeah? We need to be able to stand out and have authority. And those are the ingredients I'm gonna show you now. So, when we make our landing pages, inputs, outputs, garbage in, garbage out, shit in, shit out. And there are five ingredients that you need for a high-converting landing page. The first, we would call it target market language. Yeah, this is your digital salesperson. Remember the reframe. This is our digital salesperson. Is he gonna talk in their language? So unfortunately, Tony and Molina are not here, but they're in Eddie's mastermind and I was working with them. They work with lawyers. And we were talking and I was like, guys, like, what are you really selling? What do people really like? What do these lawyers really care about? Because this page, this before, it feels like it's marketer talk. And it wasn't doing well, right? And I was like, what do they care about? And they're like, it's status and ego. What are they really buying? Status and ego. They want their face everywhere. That's it. That's what lawyers want. So we changed this. Become the recognized authority in your market, and the first attorney, high value clients call, blah, blah, blah. And then we use a testimonial under here. I've got people walking up to me in the mall saying they've seen my face everywhere. That's what lawyers want. That's why they spend so much money on billboards and shit, right? So that's the target market language. What's the words that they use? Not that you use. The tip here, this is a good tip. I'm a bit biased, but this is how we are scaling all of our accounts. So, for example, with this finance client, they come in, they do B2B lending, and they're like, you know, we don't want to niche. We want to be for everyone. We don't want to isolate our market. And I was like, cool, do you want to make money? Because if you do, you'll just listen. And so what we did first is we launched the restaurant funnel, got it working, and then we duplicated it. Same, same, used all the winning ads and the winning landing page and auto shops. We're working with another client to scale them from 600k spend to 1.2, and we're doing the same thing. It's a lot easier to scale smaller funnels than one big funnel. That's super general, right? Trying to talk to everybody. Now, why does this work for an agency? The power of specialization. Okay, story time. I was trying to close a client, it was a law firm, we'd done a big audit, and I showed her that her current agency was blatantly losing the money. And I was like, cool, you know, are we on the same page? Yes, okay, they're shit. And I was like, great. Let's get started. I'll send you paperwork. She's like, well, they kind of specialize in law. They specialize in losing you money. What are you talking about? She's like, yeah, I don't want to leave them. They specialize in law. You can't help people who were dropped on their head as a baby. So I was like, okay, babe. But that's the power of specialization. So when I work with agencies, naturally they're like, yeah, but I don't want just beauty brands. I want apparel and fucking whatever else you e-com people do. That's great. Build out a funnel for each of them. Yeah? Do you think people want to work with an e-commerce company? Or the e-commerce company who can scale beauty brands to seven figures a month and help them to exit? Hypothetical, it's obvious, right? Cool. That's the power of specialization. The next ingredient you need is authority. And this has actually been common in a lot of the talks today. Because you can either be an authority or you're a commodity. Which one do you want to be? Which one do you think has pricing power? Which one do you think gets the most best clients? And so ultimately, we all want qualified leads. We all want like really good businesses to work with us. But then we're not presenting as a really good business. And whales, they want to mate with whales. You know? Like they're not going to want to work with you unless you're an authority as well. So you have to present yourself in such a way. So how do we do that? Well, that can be through visual cues, like imagery, like speaking on stage, or design quality. It can be founder authority, like we did for Tony. Yeah? GameC's game. Um, or it can be authority by association. So like client logos, images with celebs, etc. The next one ingredient is differentiation. Most of our clients have tried and failed before. They've tried with other agencies and it failed. They've tried they've tried marketing, like loosely the word tried. So why would they pay you money if you feel if they feel like you are gonna be more of the same? They're not, right? So it's not just enough to be better. You need to be different. But how do we execute that into our marketing? Well, there's two ways that you can do that on your landing page. The first is to have a proprietary system. Very easy, don't overcook it. It's just you're here, you want to be here, step three to five, cool name. That's it. Yeah, you got a system to help them get there. The other way that we use is a comparison table. The page is a digital appointment setter, a digital salesperson. Help them contextualize your worth with a very simple comparison table. And the fourth ingredient, I'm not gonna go into social proof, that's a bit 101. But the way that we add social proof to our page is we call it social proof with intent. So we're not just dumping a testimonial slider on the page. Yeah? Instead, what we're doing, because this page is our digital appointment setter, our digital salesperson, and naturally one of the questions somebody is gonna have is, is this for me? Well, let's answer it. Yeah? Like, let's let's like try and foresee what the conversation's gonna be. So are we the right fit for you? And then we just literally show them, we either have testimonials or the power of demonstration. Very easy. Those are the key parts. Now, why are these important? Because they can't be copied. I'm not worried showing you what I do, because unless you're some Australian chick who's done like over 600 funnels and done all this other stuff, blah, blah, blah. You can't copy it. They're my ingredients. You can copy the recipe, I'm showing you the recipe, but you have to put your own ingredients into the recipe, right? And this is what's gonna help you to stand out and to scale. You need these ingredients. Now, the fifth ingredient and the most important is the offer. But most people don't think correctly about their offer. So here's four questions you can ask yourself. The first is what level of awareness are they? Yeah? Is everyone familiar with like Eugene Schwartz's breakthrough advertising levels of awareness? Okay. So this is, let's think, a plumber versus an e-comm marketing manager of a $50 million brand. They're gonna have a different micro step to want to take with you, right? What experience have they had? Is this the first time they're using an agency, or are they switching agencies? It's a different conversation going on in the brain. What's their buying behavior? What's the next step? Is it normal for them to get an audit and a proposal? If that's their buying behavior, do it. Yeah? Or do they just want to get started? And what is going to get the sale? That's one of the biggest issues I see with people like running these offers is they'll want to give all this free shit away, but it doesn't turn into a sale. And whenever you build a system, you need a reverse engineer from the goal, which is a sale. And then you work backwards, right? So let's look at some offers that you can steal and run. This one is Tony and Melena's. There's two different types of offers broadly that you can run. There's consultation and there's ready now. When we're doing a consultation offer, we're really focusing on diagnosing and prescribing the problem. So I use it in the finance market. These guys will use it in the legal market. Those professional services are used to that. It's normal. That's how they sell. It's not weird to them. I probably wouldn't do it for a plumber. You know? A bit different, right? Here's another example of a consultation. 600 of Australia's biggest brands have used our TikTok domination system to finally unlock TikTok as a profitable sales channel. Get your TikTok domination strategy session and game plan. Boom, that's it, right? Like we just give shit cool names, make it exciting and sexy. And here's a template. I'll pause for pictures. But basically, you have your headline, claim your free name of offer, and discover how to solve problem or get dream outcome. Then you always use the proposal as the tangible thing because you want them to feel like they're gonna get value out of talking to you, right? Otherwise, they're not gonna want to go on the call because they don't care about you. You know what I mean? So they need something to make it feel more valuable. That's that. You can just pretty up what your proposal is. You just have a quick description about what it is, and then a few problems and goals that they're gonna get out of it. Super easy. The next type of offer is called a ready now offer. This means that they're looking for an agency and we want to de-risk getting started with you. Mm-hmm. So you can start with a guarantee. That's a type of offer that you can run. Just ready now, here's what we do. Get an audit. You can start uh yeah, you can start with this audit. So this one was um the hypergrowth account analysis, and we'll pinpoint exactly where you're wasting thousands, losing out to competitors, and falling prey to the five danger zones. It depends on your market. That shit wouldn't work with my market, but it worked, it worked with this agency's market. And here's a bunch of other ideas for you. So we can do promo type offers, sign up for social media and get three months of free email management. Cool. That's an offer you can test. Try before you buy, get 10 free ad creatives, right? Just you just want to get them on the phone, whatever it is. Or an implementation sprint, funnel built in 14 days, or a CRM automation setup. You can splinter off what you do and get them through the door. That's kind of like what Mo does. That and Mo was showing us in the VIP session, right? He has that mid-ticket offer, splinters it, and gets them in the door. You've got to figure out the economics. So I was working with Shri in the in the mastermind, and that was his page before. We'll make 2026 your most profitable year with Google Ads. Who wants to buy it? No one. Exactly. And then I watched his VSL. Dude, this guy's like, I was like, holy shit, you're awesome. Your page is terrible. So we need to just pull out those ingredients and put them onto the page. Yeah? We've helped 509 beauty brands stop competitors stealing customers and add six to seven figures in 90 days with our system. I did this like it's just a shit design. Here's the order, and here's a better call to action. That's it. And then you've got to test it, right? But that's how we can put those ingredients onto the page to help people understand the value of you. Because so many of you are awesome. You're like, if you're in this room, you're the best at what you do, but it's not coming across in your marketing. So no one understands it. You've got to train your digital appointment setter, you've got to train your digital salesperson. And finally, the third part is optimize. The problem is you can't optimize your way out of a bad strategy. Yeah? And that's what so many people are trying to do. They're trying to fix these funnels that they didn't put the love and the care into. You've got to love your funnel, you gotta try a little bit harder. You can't just shit it out and expect it to work, right? You gotta get these ingredients right, you gotta work on the recipe. You cannot optimize your way out of a bad strategy. So here's the goal. Your funnel doesn't fail, but it does tell you where you are failing. Your funnel is not optional, it's just every touch point somebody will have with your brand. And each of those touch points are a potential revenue leak. So if we don't control those touch points and know where to fix it, then it doesn't work. So we call this the choke point. We want to find the choke point and we want to fix it. Then we retest and we relearn and we repeat. That's it. It's an art and a science. We just keep going and optimizing the system. So here's our funnel, right? We have an ad to a landing page, a booking page, a thank you page. It's not hard. But the thing that makes it work is the ingredients. Because we we spend time to get those ingredients right. Yeah? So if your landing page is doing under 15%, this is what you're gonna do. It probably means that you got one of the ingredients wrong. Okay, so this is how you can self-audit your page and find your choke points in your funnel. So if your landing page is under 15%, it might mean that your target market, there's a targeting issue, it might be too broad. Yeah, like no one's resonating, or you're pulling in shit leads because it's like not clear who it's for. You're not disqualifying people in your ad and in your landing page. Uh yeah. You're a basic bitch. In your authority, you didn't like pull any authority, you didn't make it obvious. Why choose you? What makes you different? You didn't use any of the proprietary system or a comparison table. You sound like every other agency bro out there. You know, why would they choose you? Social proof, no one believes you, and your offer is shit and no one wants it. That's one of those things that's going to be wrong on your page. If your booking rate is under 80%, so think of it this way: someone's clicked an ad, they've gone on your page, they've gone through the application, the questions, and now they should book. Hypothetically, that should be 100%. It shouldn't be less than 100%, right? But let's benchmark it at 80. When you build this page, don't put a bunch of shit on it. Just a simple headline that's congruent with the promise that was in the ad and the landing page, and then reiterate it again on this page, a simple headline. With your calendar, you're only gonna have three to five days in advance. I've looked at funnels where they had three to four months in advance. And makes you look needy. There's there's no like scarcity there, right? Another thing is making sure that the right slots are open for them. So we were working with a client who was in the B2C market, and their calendar was only open nine to five. People in B2C don't want to go on a call at nine to five. So we opened them up at night and on weekends, and the results went much better, right? So when do they want to talk to you? And then you want to check if your tech and your UX looks good on all of the browsers. It's gonna be one of those if it's underneath. If your show-up rate is under 50 to 80 percent, this is a wide range. 80% or more if you're in B2B, 50%, 55% in B2C. B2C used to be more. What I'm seeing is it's around there, and everyone else I know running funnels with lots of spend. That's what they're seeing. But we have to think if nobody shows up, why? Because it's boring. There's no excitement, there's no value, there's no anticipation. They're not gonna come, right? So you need to be making sure that you're always answering what's in it for me. You need to check the tech. So you need to make sure that they have a reminder going into their calendar. Ideally, you have that on your thank you page where they click and add it to the calendar. The other biggest thing is that people forget that a step in your funnel is to get the confirmation. Yeah? Like we got the lead, we got them to book. But if we want them to show up, they need to confirm. Commitment and consistency, it's a persuasion principle. One of our clients, they're the one spending 600k. We looked at their data. They have a 70% show-up rate when a setter connects, 50% when the setter doesn't. Think about it, right? Get the confirmation. And then we also use manual touch points. Everyone's very obsessed about scaling. I'm obsessed with how to stand out. Sometimes the best shit isn't scalable, right? So before my calls, I um send out like a loom video. I'm like, hey, I'm gonna change your fucking life, let's talk. And then they watch it and it's another touch point. It's another opportunity to persuade them and get them excited to show up. If your qualified leads who show up are under 50 to 80%. Yeah, because like now we're talking about protecting your closers' time. We don't want them talking to tire kickers. That's annoying. So if you're doing that, there's three things. Marketing, you didn't filter at the ad level hard enough. You're letting anyone in the gates. Your bouncer is no good. This needs to be more exclusive. The form filter failure, your questions didn't filter out people. This is from the first couple of days of when we turned on ads last week. Look how many motherfuckers can't talk to me. I'm doing founder-led sales. I don't want a flood of 100 leads in my calendar every week. Can't think of anything worse. There's qualifiers and we boot them out. My EA then checks anyone who makes it through and brutes them out if they're not good enough. Yeah, it's a waste of time. Or there's a sales misalignment. There's no shared definition of what is qualified. And then you just have sales and marketing having uh whinging. Okay. And if your close rate is under 30 to 40%, call credit. I AI'd that myself. I didn't even get my team to do it. So here's my sales process. They have to apply to talk to me. I'm very similar to Jim. I'm not looking for lots of leads. I do the sales myself. If they make it through to a call with me, they're gonna close. One of the best things that one of my sales coaches taught me was functional arrogance. Like and mirroring people. So before I get on a call, I go stalk them on social media to figure out who they are. I'm gonna crawl into their heads and wear the skin of another man, you know, and figure out like what's gonna get them excited, what's gonna who are they? So, for example, you know, I'm talking to like guys like doing like 10, 50 million dollars, and I just have to sometimes throw it up, like, yeah, whatever, like I don't fucking care. Just gotta figure out like who they're gonna be, you know, the pros get it. Who you're gonna be and how you're gonna close them, right? So we get them on the call, and I am interrogating them. For me, I've learned my lesson. As an agency, I'm hitching my business to your business's success. You better be fucking smart if we're gonna work together. Because I'm not bringing on lots of clients. I'm bringing on a small amount of clients that I can scale. Yeah? I only want people who are smart, ambitious founders who want to make money. It's way nicer to work with. I can hire a better team, etc. So I'm interrogating them. Then if I like them and I feel like I want to work with them, they'll move through to a second call, closing call, whatever. That's how we do it. And so people bring me their funnels and they want me to like magically fix them. Right? There's no silver bullet for sluffy work, but it is what it is. If this were easy, every one of these 60,000 other agencies would have a fucking funnel, making one five or ten million dollars. It's not easy, guys. You launch it, you get it right, you front load the work, you test, you learn, and you repeat. That's it. It's not easy, but it's simple if you use the right system, and that's the system. So, today, team, I want to give you a gift. It's a year supply of Zin and White Monster. No, I'm just kidding. It's something my best. Thank you to Eddie, thank you to Terry for trusting me to help you today. I'm a hundred million dollar founder, but I'm just at the start of my journey. So I'm very excited to be able to share this with all of you. And so here's the free shoot you get. And all you have to do is give me your firstborn son. And that's called price angering. I just want your email, and this is what you're gonna get. So I'm gonna give you three ad scripts that you can deploy today. Send this to your team. A template, it's already built out on GoHigh Level, a swipe file with my 20 best landing pages, and my full internal playbook on how to troubleshoot your funnel so you can scale. And guys, I hope you make a lot of fucking money this year.