How to ACTUALLY Build a Billion Dollar Sales Funnel

Summary

This video script discusses the importance of de-risking advertising strategies for clients by studying the market and leveraging proven selling appeals. It emphasizes the need to understand the market's actual desires rather than relying solely on client opinions, which can be jaded or out of touch. The speaker advises validating market needs through surveys, questionnaires, and online research, such as forums and social media, to identify pain points and tailor strategies accordingly. The focus is on gathering reliable information to make informed decisions and avoid blaming clients when campaigns fail.

Takeaways

• 📊 When spending money on advertising, there's always a risk; our job as professionals is to lower that risk as much as possible for our clients.
• 🔍 Studying the market and understanding proven selling appeals helps in de-risking advertising efforts.
• 🤔 Business owners often get bored of their offers before the market does, leading to unnecessary changes.
• 📄 Ebooks and PDF reports often pull better responses than sponsored articles, giving quick dopamine trade-offs to users.
• 🗣️ Business owners' opinions can be biased; it's essential to validate market needs through surveys and research rather than solely relying on client conversations.
• 📞 When campaigns don't work, clients often blame the agency rather than their initial inputs; hence, validating market needs is crucial.
• 💡 Understanding and addressing real market pain points through thorough research is vital before deciding on a strategy.
• 🛠️ Collaboration is key; involve all team members to understand and solve problems effectively.
• 📈 Test different traffic strategies (e.g., opt-in pages vs. direct offer pages) to determine the best approach for lead generation.
• 📞 Gathering phone numbers through opt-in forms can significantly lower the cost per lead compared to direct offer pages.

Q & A

What is the primary role of professionals in advertising as mentioned in the script?

The primary role of professionals in advertising is to lower the risk for clients as much as possible by de-risking strategies such as studying the market, understanding numbers, and identifying proven selling appeals.

Why is it important to study the market and de-risk before starting an advertising campaign?

Studying the market and de-risking is important because it allows professionals to identify what has already proven to work, thereby reducing the risk and increasing the chances of a successful campaign.

What is the common issue with business owners when it comes to marketing their offers?

The common issue with business owners is that they often get bored with their offers before the market does, leading to a constant need for novelty and newness, which can be detrimental to a consistent marketing strategy.

Why are sponsored articles not as effective as ebooks according to the script?

Sponsored articles are not as effective as ebooks because they don't pull as much, possibly due to the quick dopamine trade-off they offer, which might not be as engaging or valuable to the audience as a more comprehensive ebook.

What is the typical perspective of a business owner who has not run advertising at a large scale?

A business owner who hasn't run advertising at a large scale is likely to be out of touch with what the market really wants, looking at it from an industry insider perspective rather than an outsider's view, which can lead to misaligned marketing strategies.

Why is it crucial for a strategist to validate market needs rather than relying solely on client conversations?

It's crucial because relying solely on client conversations can lead to subjective data that may not accurately represent the market's needs. Validating through market research provides more objective and reliable information.

What is the strategist's responsibility when a campaign doesn't work as expected?

The strategist's responsibility is to ensure they have validated the market needs and made decisions based on the most reliable information. If a campaign fails, it's on the strategist to take responsibility rather than blaming the client or external factors.

How should one approach researching changes in a specific industry, such as the plumbing industry?

One should start by Googling the changes in the industry, looking into forums, Reddit, and other online communities to understand what people are discussing and the issues they are facing.

What is the first question a strategist should ask when deciding on a marketing approach?

The first question should be 'What problem are we trying to solve?' This helps to clarify the objectives and guide the decision-making process for the marketing strategy.

Why is it important to look at the big picture when evaluating a marketing funnel?

Looking at the big picture helps to identify where the issues lie and how different parts of the funnel are interconnected. It ensures that decisions are made with a comprehensive understanding of the entire process.

What is the advantage of using a free report with a phone number field in a marketing funnel?

Using a free report with a phone number field can result in a very low cost per lead, as it captures interested prospects who are more likely to convert and can be contacted directly.

Why might sending people directly to the offer page be more effective than going to an opt-in page?

Sending people directly to the offer page can be more effective if the cost per click is high or if the audience is already considered and ready to engage with the offer, bypassing the need for an opt-in step.

What is the purpose of providing free reports in a marketing strategy?

Free reports are provided to satisfy the audience's hunger for information, as people use the internet primarily for information gathering. It helps capture leads who are not yet ready to make a commitment.