Digital Marketing

FYRE: 8 Things I Couldn’t Stop Thinking About After Watching The Festival Scam Disaster

I just finished watching the documentary Fyre last night.

The whole thing had me on the edge of my seat.

It is familiar territory for me because I’m an Internet Marketer – and our industry is rife with shenanigans much like the ones shown in the movie (albeit it’s often more mild than the Fyre fiasco).

I keep turning over the events in my head, how it all just slid out on control, and how much arrogance we probably all have that we would “never” be caught dead in a position like this.

I know better.

I know better because I’ve found myself in positions in my earlier life that I NEVER would have guessed.

Even the strongest of thinkers can be taken down in the right circumstances. Here are a few things I took away from my Saturday night Netflix binge.

1. Positive thinking has a dark side.

How many times did the higher ups criticize the workers for not being positive enough? Where does positivity and visionary thinking turn to delusions of grandeur?

This is an issue I take with the manifestation crowd. It’s almost as if using your brain to identify a problem, mitigate risk, and think of all worst case scenarios (and plan for them), is akin to begging the universe to rain death and destruction on your family and business. It’s not.

It’s called SMART.

The maddening part is that because it’s the leader at the top saying it, most of the team went against their better judgement, their intuition, and all alarm bells…and just followed their leader, right off the cliff.

2. The ability to sell a dream should be carefully contained in a box of character.

The more I learn about marketing and sales, the more afraid I get that this super power, this magical ability to persuade should come with incredible warning labels of its danger.

The age of the Internet has given us tremendous power to reach MILLIONS of people, even without proving ourselves. We have books and courses and all manner of knowledge at our fingertips to learn how to manipulate people to do what we want.

And yet, we’re also in a world where the slow and grueling process of building character is pushed aside for quick fixes and shortcuts.

3. The illusion of the result is a slippery slope.

Where is the line between the “dream” and puffery start to slide into mismanaged expectations, false advertising, and finally an out and out scam?

As I watched the documentary, I could see where the promotional video didn’t feel like a lie to anyone at the time. After all, it was WAY before the planning really got underway. I honestly think they weren’t trying to purposely falsely advertise. They were trying to sell the dream in their head.

And then, the problems started. The need to switch islands. The lack of housing. The lack of money. I’m a pre-selling marketer like many others, but Fyre should be a front and center reminder to us that we must manage the expectations of our customer…continually.

It’s hard to stay authentic throughout the process, but if we don’t….the line between a little exaggeration and false advertising…is REALLY blurry.

The scary part is we watch this and think, “Oh no, I would never…” but these kinds of disasters always start with the best intentions.

4. One bad idea can take down the whole ship.

I felt so bad for the software developers who lost everything because of this one idea gone bad. So many of them didn’t even know what was going down with the festival, but they bore the consequences of it.

Their company was gone and they were jobless.

The lesson here is that disease spreads. If a doctor tells you there is a small bit of cancer on your arm, are you going to sit back and think, “Ah well…it’s just my arm. The rest of me is okay.” No it’s not. It will eventually spread to every area of your body.

You can’t silo bad eggs and broken character. It can be difficult to deal with a problem when it’s small, because it doesn’t seem like a big deal to take a shortcut.

That little problem won’t stay little, and it has the power to take out a lot of people if left unmanaged. And the closer to the top (the more power) the idea or person has, the more responsibility you have to deal with it as soon as it starts to smell weird.

5. People show you who they are if you just look. Believe them.

My dear friend Yara says this to me all the time. I’m a chronic optimist and a quick forgiver. This means I’m prone to getting burned over and over again, because I refuse to believe what my intuition sees because… this time will be different.

I’m learning to become a master at non-verbal cues and observation of both obvious and not so obvious behavior. There were literally a million clues along the way that alerted members of the team to a lack of integrity and character in Billy. But…it was excused away over and over and over again…

…partly because of herd theory, partly because people (like me) are optimists, and partly because of pressure and manipulation at the top.

After the whole thing went down, he STILL continued to try to scam people through his email list with shortcuts.

6. Execution is everything.

Ideas are a dime a dozen. Especially in marketing, fulfillment is often the thing that people forget to plan for. It’s the whole “say yes, figure it out later” idea gone way too far.

The good news if you see competitors with all their great marketing plans and ideas, but they can’t execute, you have a shot at beating them to the punch with excellent execution because…

In the end, it’s ALL that counts.

7. Sexual harassment is alive and well.

I could write an entire post just on this alone.

The scene with the dude willing to go down on another man was horrifying.

I wonder if anyone at that moment thought, “Well gosh, this is sexual harassment and prostitution I’m asking this guy to do…” or was it said in a lighthearted friendly way that made him question if this is just banter between friends or an actual business relationship with boundaries?

Most of us watching this in our comfy living rooms are outside the situation and so it’s natural to gasp in shock that someone would EVER even consider such a thing. But the fact that he was WILLING shows just what level of psychological abuse was happening between team members that it got to that point.

8. The only protection against this kind of ending is to….

Remind yourself that the the most dangerous belief that makes you vulnerable to this sort of abuse or error is the lie we all tell ourselves that this COULD never happen to anyone like us.

Episode 26: Stop Worrying about Bugging People

Episode 26: Stop Worrying about Bugging People

This might be one of the most silly and irrational thoughts I battle…
And it’s not just me…it’s a TON of my clients and students.
“I don’t want to email or post too much because I don’t want to bug people. It’s so annoying!” How did I finally kick this habit to the curb?

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Full Transcript:

Hey everyone. This is Julie. It has been quite a long time since I did a podcast and I apologize for that. The last month and a half of my life has been just a crazy, crazy ride and not a good ride and not a ride I really want to ride anymore. For those of you who follow me on Facebook or on my email list, you know that, this past holiday season, thanksgiving has been very difficult on my family, partially because my daughter Eliana is really struggling with a lot of anxiety and depression and so I have been open about this because I really, really want to bring awareness to mental health issues. I have struggled with depression and anxiety in my life. I know a lot of my customers and clients have struggled with it as well and I think we all just get super squirrely around mental health issues. There’s a lot of shame associated with it and I really would like to see that just all go away and I would love to see the mental health community be supported in the same way other communities are supportive with diseases and other types of more physical disorders.



Anyway, this podcast today is not about that. However, I just wanted to give you a reason for my absence. The good news is that the support has been pouring in. So many of you have been super supportive of me sending me letters and emails and amazing comments on Facebook and Instagram, so I thank you so much for that. We’re also getting Ellie all the support she needs and so it’s just required me to take some time, which is why I haven’t been recording podcasts, but hopefully things are returning somewhat normal. So I wanted to talk to you today about something that really used to bother me a lot. It comes up every once in a while, but I’ve, I, I feel like I’ve really conquered it for the most part, but maybe you haven’t yet.

And it’s this idea about bugging people. Now. This might have been one of the most silly and irrational thoughts that I battled and I know it’s not just me, it’s a ton of my clients and students as well. We think a lot of email or post too much because I don’t want to bug people. It’s so annoying. Right? I remember the first time I had an epiphany about this thought. I knew logically that it was bullshit, but I couldn’t really figure out how to get rid of it, you know what I mean? And it was, I think it was on black Friday year or two ago and I knew that inboxes would be flooded with offers. I knew that the news feed would be crowded and I had this thought come around again. That was like, well, I don’t want to email my people. I don’t want to be a bother.

Now that I look back, I think I’m pretty certain it was also followed with a kind of a level of false humility sorta made me feel better. Like somehow I was better than others. I totally should’ve smacked myself. And it actually reminds me of some current marketers I’m seeing today who are ironically using these extreme marketing tactics to hate on marketers and marketing. But I digress. But after I had this thought, it hit me. I was like, me and millions of other people are going to be bothered anyway. In fact, we’re all going to be bothered every day until the end of days. So unless you plan to eliminate all technology from your life, go live in the woods with fairies and gnomes, which after the month I just had sounds like an amazing idea. We are all going to be bothered with advertising and marketing forever for ever now.

That year I never did get it together enough for a sale, but of course I did notice about 567 other offers for similar products hitting my inbox that weekend and that’s when I realized another universal truth. Not only would we be bugged forever until the end of our days, but people would continue to buy stuff whether I decided to sell my thing or not. It’s like the marketplace I went to in Kenya this past summer. The merchants are there, they’re all selling similar goods and there were a lot of them and some of them were super pushy. But imagine if one shop owner said, yeah, I don’t want to bother people at the markets. I’m just going to stay home today. Number one, it would not stop all the other shop owners from setting up their tents and bothering people. And number two, it wouldn’t stop the people from coming to buy because that’s what people do.

People like to buy things. So if you truly believe that you have a product or service that your customer needs, if you know it will help them. If you have the keys to what they want. If you’re a good human who likes to sell quality products with honest marketing, then the thought of, I don’t want to bug people is not just an irrational thought, it’s a harmful one because not bugging people won’t eliminate bugging and it’s not going to eliminate people purchasing. Here’s the hardest part about it. All it’s going to do is make it more likely that your dream customer is going to waste money buying the wrong thing because you were too scared to nervous, to falsely humble, to get your stuff out there and own it. So that is my nugget for the day. I really don’t have any idea how to end this podcast smoothly except to just say stop worrying about bugging people.

Because if you look at the things that you’re procrastinating on, maybe it’s new ads, maybe it’s finishing a funnel, maybe it’s writing an email, maybe it’s writing that post you’ve been meaning to write or that podcast you’ve been meaning to record of your particular procrastination station is filled with revenue generating customer connecting activities like this. Chances are you’re worried about putting yourself out there in some way because you don’t want to be a bother and you don’t want to be annoying, and so when your procrastination list is filled with those kinds of activities, it may be because you have this niggly irrational, harmful thought that you need to kill too. So anyway, I’m glad to be back. I’m hopeful that I’m not going to have such a long delay here on my podcast recordings. I’m going to get back in the saddle, start sharing with you all the things that are going on in my world and you know, to be honest, sometimes it’s hard to have this type of podcast when things aren’t perfect because sometimes I have come around this mountain of thinking I don’t really want to bother people with my stuff and that the irony is that the things that are uncomfortable to share often the things that speak to people and so we get all worried and we get all in our own head space and we stopped sharing when the times in which we need to share are the Times that are uncomfortable.

So hope you have a great day. I appreciate you all. Thanks for sticking with me. I’ll talk to you soon.

If you’re ready to create growth scale your online business, you can go to https://www.createyourlaptoplife.com/podcast and get a free plan on how you can get started today.

3 Tips for Parents Who Work From Home

3 Tips for Parents Who Work From Home

When you become a parent, figuring out how to successfully work from home is a feat many strive for.

There are many benefits to working from home, such as…

  • Participating in school or outside activities.
  • Getting to spend quality time with your kids throughout the day, and not just during the bedtime routine.
  • Witnessing and celebrating their milestones.

But there are also challenges with that luxury. Things like…

  • Not having boundaries for work hours.
  • Figuring out how to handle interruptions during live calls or presentations.
  • Making time for daily chores around the house.

In this lifestyle episode, I dive into why I decided to pursue a laptop life and the top 3 tips I recommend to parents working from home.

 

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Video Transcript:

So he is one of the reasons that I actually embarked on the laptop life. He’s got two modes. He’s got either ignore us or completely steal the camera.

When I had my side gig and I got divorced, what really propelled me into this “I need to make this laptop life work for me” was my pregnancy with William.

I had a very difficult time finding a job while pregnant. And I also knew that once he was born I would want to nurse him and I just knew that being home was necessary if I want it to be the kind of mom I wanted to be.

All of that said, it’s actually really hard to be a mom and an entrepreneur at the same time.

And I feel like there are a lot of struggles and this goes for dads too, not just moms. Moms and Dads, but the people who choose to stay home and work from home, you get so many benefits. But there’s also worlds of distraction and it’s hard.

It takes a while for your family to adjust. I remember when William was born and Alex, my husband was taking care of him during the day. It was hard for Alex and William to adjust to the fact that just because I was three feet away didn’t mean that I could just be interrupted at any time.

And so a lot of advice I’ve given out to moms and dads over the years who are starting their laptop life and it is to make sure that even if you do work in the living room or in the dining room, you have a dedicated space where it’s, “I can’t be disturbed.”

You just don’t want your clients and your customers to feel like your brain is only half there and you need to be able to concentrate.

And so as much as we want to enjoy this lifestyle of, “oh, we’re just sitting here on the laptop while the kids all play on the floor,” we all know that that’s not reality. Right?

And so the first thing I did was make sure I had a dedicated space. And then the second thing, and this goes really well for toddlers, parents of toddlers, if you keep just a few toys that they don’t get, I mean you can see there’s like toys all over my living room right now, but those few toys that they don’t get unless they’re at your desk or in your office, if there are ever times when you have to just deal with them.

I remember Alex got stuck somewhere and I was on a Webinar, I was on a meeting and William just had to be right there with me.

Pull open that drawer and take out those secret toys because parents, you guys know that kids find new toys interesting.

That was another thing that I did that worked really, really well. Eventually, I needed help and now I have a nanny.

My husband doesn’t work full time anymore. Once you get to the point where you’re really scaling a business that’s multi-six and seven figures, you really need to think about hiring out those things that may feel luxurious at first.

I remember when I hired my nanny and I asked her to also do some cooking and I hired a housekeeper, I thought, “well, I can do this stuff.”

But at the end of the day, if I’m spending time in my business, the time out of my business, I want to spend focused on my kids and my spouse, and so all of those other activities are distracting me from that quality time that I can have.

So if you’re a mom or a dad and you are trying to live your laptop life, that’s exactly what I was doing before my business blew up and that’s what I’m still doing today.

I’ve created a community of people who are living their laptop life. It’s called Create Your Laptop Life and it’s a community and weekly coaching with me where you can ask any question about your online business.

There’s tons of training and I invite you to check that out. I give people a $1 trial for two weeks. Come check it out.

There’s almost a thousand members, other moms, and dads, entrepreneurs like you living their laptop life in the midst of the chaos, and I would love for you to be a part of it.

As always, if you have any questions at all, just leave them in the comments below or you can check out more at Juliestoian.com. I’ll talk to you guys soon.

What $5-$10k Months Look Like in Business

What $5-$10k Months Look Like in Business

When you first get into business, one of the first benchmarks is typically to make $5k a month.

But when you account for taxes and operating expenses, the goal of making $5k a month usually increases to $10k a month.

In this episode, I give a breakdown of how you can allocate your income when you make $5k- $10k a month.

Follow me as I pull out my paper and calculator to crunch numbers related to…

– Business Expenses

– Taxes

– Business Savings

– Take-Home Amount

See what a $5-$10k month in business actually looks like as I pull back the curtain on numbers reality.

If you are trying to get to your first $5k or $10k month and have questions, please put them in the comments below. I love to hear from you.

 

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Video Transcript

So a little bit ago I did an episode about what does it look like when you make $100,000 a month and like how that money shakes out.

I got so much feedback from you guys and you were like, “that was awesome, but what about when it’s like a lot less than that?”

And so I thought I would do a little bit of a deep dive into when you’re making those first $5k, $10k like how does that money get spent, what do you expect? Hopefully, that relates to you guys because it wasn’t really that long ago.

In fact, I’m sitting here in my office and it was just a year ago that I got into this house. It wasn’t that long ago with the memories are still pretty fresh for me.

I feel like the first benchmark for an online business owner is can they make $5,000 in revenue a month? I don’t know what part of the country or the world that you’re living in. I know for me, $5,000 a month was not enough.

Not Enough in Connecticut, not enough for four kids because even if I could make my profit really, really high, and my expenses really low, 30 percent of that was immediately going out to taxes and I needed a minimum of $6,000 a month.

So I would say that the real benchmark that you’re looking for if you’re not looking to make like mad money and you just want to have a full-time living, I think that the 10k a month mark is the mark you want to shoot for.

So I got my little trusty pad notebook out here because I wanted to kind of show you what I think.

And this will work primarily for an online business, especially for a service provider business. Other types of businesses have more overhead.

So I’m just going to give you kind of what we do.

So let’s just talk for a second and let’s just say that you want to reach $10,000 a month.

Believe it or not, in the service business. That’s actually not that hard to do. I mean, just a couple of clients, a couple of websites, a couple sales pages, a couple funnels, and you’ve got your 10k.

So what actually happens to that 10k once that revenue comes in? So this is what I would do first. The very first thing is you’re going to look at your expenses, right? And what does it cost to actually run your business at 10k.

For most of you, especially in the service industry, it shouldn’t cost you more than five to $500-$600 a month. That would be my guest. So we’ll just do $500 a month.

And of course, this is assuming you don’t have a team. And I think it’s pretty reasonable that a service provider can make 10k without a team. Once you get beyond 10k, it’s pretty hard to do without a team.

That puts you at $9500.

Then we have to think about taxes. Unfortunately, depending on the state you live in, I’m gonna say about 30 percent taxes. And that’s about what? $2850.

Okay. And so if we take that and you’re at about $6,650, that is essentially your take home, right? That’s what you’ve got and most people can live on about $6,000 a month.

And if you want to kind of break it out between rent and mortgage and health insurance, if you have to get your own health insurance and then living expenses.

Most of us can handle this amount. If you want business savings, and I’ve talked about business savings, how important it is to have that rainy day fund in case your clients dry up, you may actually want to take anywhere from 30% to 50% of this money and put it in a business savings account.

And some of you might be like, well if you do that, then you don’t have as much. And that’s true. So if you want to have a nice cushy business savings account, you may want to shoot for 15k to 20k months. That might be your next goal.

But remember the more you go above 10k, probably you’re going to have to hire contractors.

So there is this like weird situation and just so you know this not to get freaked out when you start to go from solo to team, temporarily you have to build out a team which means your revenue goes down.

So it makes sense to really try to get to 20k and try to get to 30k and 40k because then it’s you’re better able to sustain that team.

But in general, guys, keep your expenses as low as possible. Account for taxes and put it in a tax savings account.

And then whatever is leftover, take 30% to 50% of that, put it in a business savings account and then live off the rest.

Just so you know, the very first when I first got started and I was making $4000 or $5,000 a month, I didn’t have one bit of business savings.

It wasn’t until I really crossed the 10k mark that I started to be able to think about that. So don’t feel bad if you don’t have business savings right away. Just make sure that you account for your taxes before you go spend that money.

You guys know that I like to pull the curtain back. I don’t like to pretend and fluff out the numbers, so I’m sure you have questions about this.

If you are trying to get to your first 5k or 10k month, put your comments below. I love to hear, what you guys think, what questions you have. It helps for further episodes.

And I also liked to respond directly. So put your comments below and for more episodes like this, including the original, what it’s like to have 100k months, you can go to Juliestoian.com.

Funnel Math That Makes You Feel Better About Your Marketing

Episode 23: Funnel Math That Makes You Feel Better About Your Marketing

In this episode, I go into “funnel math” – and explain why understanding funnel math is the difference between winning and quitting.

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Full Transcript:

Hey everyone, hope you’re doing awesome. Today, I want to take you through a little bit of a math problem. Nobody run away screaming from the room. I know math isn’t always our favorite subject, but I just came back from my Digital Insiders Mastermind and one of the biggest aha moments that everybody had, happened after I showed them this particular math. So if you are listening to this podcast and you’re at the gym or you’re driving, I would listen to it a second time with a pad and a paper and a pen because I want to show you how math can make you feel awesome.



So, Brie, she is in my mastermind and she built a funnel sales funnel. A webinar funnel that leads to her program that she’s selling called Cashflow Day. It’s about a $300 program and she’s been struggling with feeling like is it working, is it not working? And it’s funny because I keep telling her it’s working, but for some reason, she didn’t believe me.

Sometimes when you’re first running ads, your ad costs are higher. You’re not very good at ads yet. So then it can feel like you’re not making any money because you’re spending all that money in the ads. But I wanted to kind of calibrate expectations.

So I did this entire exercise at the mastermind and showed everybody how to adjust their expectations and how to know if a funnel is actually working. So if you are sitting down with a pad and paper, I want you to draw three boxes in a row, okay? So basically we’re going to draw out a funnel together.

Now, the first page in the funnel is going to be the squeeze page. That’s going to be the page where you give away something for free. So in that first box, just write “FREE” and then the box right next to it, put one box to the right. That’s going to be the offer. That’s the thing that you sell after they opt-in right? You give them something for free and then you’re like, ah, awesome. Okay, here is a $27 course. So in that second box, write $27. Now a lot of people who work with me, or if you know Russell and you’re in the funnel world, you know that when you get somebody to say yes to something like a workshop or a course for $27, you’re leaving money on the table.

If you don’t add what’s called an order bump. And that’s a little thing at the bottom where if you check off, it adds something extra to their order. So at the bottom of your little box, the word order bump, and then put a price of $37 because maybe you have something else you can sell them. That’s a simple order bump. Then the third box, the next box over to the right is going to be your OTO. This is your one-time offer. This is an upsell. So they’ve said yes to your $27 workshop. Maybe they clicked the box to get the order bump, maybe they didn’t. And now they’re being shown a page that says, wait, your credit card is being processed. But before you go, I have a one-time offer. Click YES or NO to buy. So let’s pretend that you have an OTO that’s a course that’s $77.

So now on your paper, you should have a squeeze page that says FREE, a box in the middle that says $27 with a little order bump at the bottom of the box that says $37. And then you should have the third box, which is the OTO, and that should say $77.

Now, here’s where we do the math. You want to figure out if your funnel is going to be profitable, you need to understand what is “normal.” And I put normal in quotes because for every industry it’s a little bit different. And eventually ,you’re going to have benchmarks for yourself. You’re going to know what your normal is and then you can compare yourself against yourself. But when you’re just getting started, you might not have any stats. So I’m going to give them to you. So in the first box, I’m going to tell you that it’s pretty normal to have somewhere between a 20% to 30% optin rate.

So just write 20% to 30% in that first little box. Okay? That’s normal. On the middle box, the offer box where you’re selling that $27 course or workshop, I want you to write 1% to 5% because that’s normal. It is normal for 1% to 5% of people who see this page to buy it. Not 10 percent, not 20, not 30, not 50, right? We think, Oh, if one hundred people see this offer, we’re going to get 10 sales. No, you’re probably not.

So, I’m trying to calibrate your expectations with this math problem. Now, if you go to the bottom of that box, for the order bump, believe it or not, has a higher conversion rate than the actual product. And why? Psychologically when you get somebody to say yes, it’s easier to get them to say yes again.

So they’ve already put their credit card information for the $27 workshop. Now all they have to do to say yes to that order bump, that $37 order bump is just check a little box and now they’ve said yes. So it’s actually a lot easier to get money from an order bump. So put 40 percent. Now that’s a little high. I would say, if you’re just starting out or you don’t have a good order bump, probably it’s closer to 20 to 30 percent. So if you want to be conservative you can be conservative. So put 20 to 40 percent right there next to the order bump, okay? And then the last box, your OTO box where you have a $77 offer, you can say safely say 3% to 10% of people will buy the OTO, again, still higher than the initial offer.

That initial $27 offer in that middle box is the hardest thing. And once you get them to say yes, you get more and more people.

So all your percentages. So now you should have your three boxes that make up your sales funnel. You should have the different prices and you should have the percentage points. So now this is where the math comes in.

Let’s say you get 5,000 people to see your squeeze page, to see your free offer. Okay? 5,000 people. If we’re going with a 30 percent opt in rate, okay? Because it’s between 20 and 30, let’s just be optimistic. Thirty percent of people opt in. How many people are actually going to get to that second box? 1,500, right? So 1,500 people are actually going to see your offer for that $27 product. Now we said one to five percent will buy.

So if we say three and a half to four. Again, let’s be optimistic here. That would be about 50 sales. 50 sales of your $27 offer works out to be $1,350 ish. Okay.

So you’ve just made $1,350 because 50 people bought your offer. And why did 50 people buy? Because you had a four percent buy rate on the 1500 who saw it and why did you only have 1500?

Because at a 5,000 people that landed on the squeeze page, you had a 30 percent opt in rate. So we’ve made about $1,350. But now we have to remember there’s the order bump and there’s the OTO. So if you look at the order bump and you assume that 40 percent of people who bought. So 40 percent of those 50 people bought that $37 offer that actually adds an additional $700 in sales. I think it’s like $740.

And lastly, of those 50 people who bought, let’s say seven percent of those people actually take the OTO, that’s another $300 in sales. So all together, if you take $1350 right? Which was how many people bought the original plus the additional $700 from the order bump plus the additional $300 from the OTO you’ve actually now made $2,350.

Now the last question is, that means the funnel is working, right? Those that you’re basing it on percentages. Now, the reason why people don’t think the funnel is working is because when they run ads, how much is it going to cost them to get that sale?

Well, we started with what number? We started with 5,000 clicks, right? 5,000 views. So this is where Facebook Ad math works super easy. So we know that if you can get your funnel to convert like that, we need to get 5,000 people onto the squeeze page and you’ve made $2,300.

Okay? So if Facebook is charging us .50 cents a click over to that squeeze page, we’re going to have to spend $2,500 to get 5,000 clicks. But we only made $2100. So what’s happening there? People are like, God, the funnel doesn’t work and they get mad. But does the funnel work? Yes, the funnel works. The funnel totally works.

Why? Because we looked at the percentages and we know that those percentages are correct. So the funnel does work. You just aren’t making money because why? Because the cost per click for advertising is too high. So you have one of two choices. You can either try to get the cost per click down on the ad or you can try to raise the conversion rate somewhere on your funnel. But based on the math that we just did, this is a very, very high converting funnel based on the benchmarks, right?

Because we were optimistic today. So you need to try to figure out how to get your cost per click down. Okay. So maybe it’s with content, maybe with social strategy, maybe with better ad targeting. But let’s say you can get it down to thirty cents a click, right? So thirty cents, it’s twenty cents less. That doesn’t seem like that much. But guess what happens now it’s only costing you $1,500 to get those 5,000 views on that page.

And based on our math we’ve made $2150. So if you take $2150 and you subtract the 1500 at cost, you’ve now made $850 in profit. And if I said to you every day you’re going to give me $1,500 and I’m going to give you $2,350 back, would you do it? And the answer should be hell yes. Right? So some buddies like, well I’m not a millionaire in 15 minutes because my sales funnel only made $850 this week and we feel depressed about that.

But it’s because our expectations are completely off about what a funnel actually does in this math problem that we did. If you can get thirty cents a click to get 5,000 clicks to your landing page and then you have all those conversion rates that I just showed you, you are profiting $850 for every $1,500 you put in.

It’s not quite getting doubling your money but almost. And that’s as good as it gets. So if you built one funnel that’s amazing and if you were getting fifty cents a click, you were not positive, you are net negative and you probably felt like a failure.

So my encouragement to you today, and for those of you who are not sales funnel geeks, this may have felt like Greek to you.

But what I want to say to you, number one is this: manage your expectations. It is the best thing you can do for yourself and your clients. Manage your expectations, do the math and figure out if your funnel is really working or not. Because oftentimes your funnel is working. It’s the ad costs that aren’t. And if your funnel isn’t working, then you fix that and then try again. Thanks so much. Appreciate you guys. Talk soon.

If you’re ready to create, grow, and scale your online business, you can go to createyourlaptoplife.com/podcast and get a free plan on how you can get started today.

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