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- [00:00]
A
Building a business, building a brand isn't easy. But when you do it and you really commit to it, you can potentially cash out. Fake Alex Hormozi just sold a bunch of cookbooks to people that don't cook.
- [00:12]
B
So there's a lot of lessons here. In today's show, there's content diversification on the screen.
- [00:17]
A
I've got like, here's how my pipeline is set up for my company. Everything that is set up within high level, it's literally here. This woman Jen shared today that she implemented that strategy and saw her cost per lead go down from $32 to 16 DOL.
- [00:33]
B
You're listening to Perpetual Traffic. All right, I get it. You're a small business, you're a startup, you're a lean team. Everyone's doing dozens of different things and you got to move fast and be smart to compete with the big guys and the big gals. You've seen their endless resources. You know they are power. They have more money than you, but you can level the playing field and all their data scientists and their massive teams. Finally, the secret weapon that you have is ActiveCampaign AI. The ActiveCampaign AI suite is built exactly for you. The small business, the startup, the lean teen. It's the secret weapon that saves the average user up to 13 hours a week. Just think of what you could do with 13 hours a week. It's not about saving time on writing. It's about getting predictive insights that used to be out of your reach. From predicting which deals are most likely to close to generating on brand content in seconds. From the AI brand kit, ActiveCampaign puts enterprise level capabilities in your hands. Compete smarter, not harder. Discover the power of autonomous marketing with ActiveCampaign. Go to activecampaign.com to get started today. Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns, founder and CEO of Tier11 alongside my genius co host.
- [02:05]
A
Lauren. He's a true among whose media.
- [02:11]
B
That's good. We're going to keep that in the mix right there. No need to do take two on that. So glad you joined us here today. If you are a genius marketer, want to be a genius marketer more. This is the place for you directors of marketing, VPs of marketing, CMOS founders. We do marketing the right way here through metrics that matter in growth at scales. And Lauren I. Petrillo is the resident genius here because she was called that earlier today and she's going to drop. Why somebody, why did somebody call you a genius? Aside from Me, I always start off with something that makes you blush, which we've done hundreds of shows and it still does every single week.
- [02:54]
A
Look, I can't help it, okay? I'm the only daughter. I've got five brothers. I'm a glutton for attention.
- [02:58]
B
She never gets any comfort. I could just come out like, wow, you know, I saw our YouTube video the other day and like, your hair looked really good. You're like, oh, like all a flutter, but it did. Yeah. Hair looked especially fluffy. So why did this person call you a genius? Drop the knowledge bomb here to all the marketers that are listening to this show.
- [03:19]
A
Okay, well, first and foremost, Bob, I know you're listening. Thank you. It was so nice. Bob Tyler in San Diego. Love you, face. So I had shared a strategy that he helped me coin called the Five Ads Apocalypse or the Five Horsemen. The Ads Apocalypse. Long story short, it's building a full funnel in meta that allows you to spend a little bit on the top of funnel to decrease your bottom of funnel costs. And he had joined me at the event founders board in San Diego. So he had shared this tactics and strategies I've been sharing with Dice's group. And this woman, Jen, had shared today in a group call that she implemented that strategy and saw her cost per lead go down from $32 to $16.
- [04:03]
B
Wow.
- [04:05]
A
Almost instantaneously. By a small shift of her budget to the top of funnel. And so he was very, very excited. We were all excited because we always want our friends and people in our networks to. To win. But yeah, then he texted me, I think you're a genius. I'm probably elaborating a little bit, but there were. You and genius were in the same sentence. And I don't want to fact check my phone because it was a huge, huge compliment and my ego is already really big and I'm really grateful.
- [04:30]
B
So don't even look. Don't even look. So that was the strategy. It was. It was 5.5ads in an ad set. Is that it?
- [04:37]
A
So the like, big version of it is like what we're trying to do now is every ad account that we're in should have at least five different campaigns going. And so when we call it the Five Horsemen of the ads, Apocalypse is when we launch a campaign, assuming you have a budget that supports this full funnel strategy. We've just seen when we're doing like reach campaigns, engage campaigns, traffic campaigns, middle of funnel, lead campaigns. When we have all of those in place, our bottom of funnel metrics work really, really well, and last time we talked about it a little bit on the show and I was saying that we had a client where we spent $5,000 less on their campaign. So we pulled $5,000 for the week on top of funnel ads and we saw that their cost per acquisition went up. And so we had previously we had 116 book calls. When we removed $5,000 from the budget from top of funnel, we then had 92. But those book calls, it wasn't like, oh, we spent less. So we got less. It was actually we spent less and each call cost us quite a bit more. Like I'm talking 30 to 40% increase of cost. So it's just again, like when you have a budget that supports it and content that is valuable, you can build a full funnel strategy inside of meta and it can work to invest in your top of funnel so that your bottom of funnel costs you less. And this account, you know, is spending like $10,000 a month, which can be big. But we know that in terms of meta, like the use case I was doing is like $50,000 a week. So it's a very big difference. But this person had a $40 budget set aside for traffic campaigns and then saw their cost per lead go down significant.
- [06:16]
B
So regardless of monthly spend, this is a strategy that's legit. Cause that's so using four or five different objectives on the campaigns, working all together, same creatives in each campaign or different creatives.
- [06:31]
A
Good question. It's definitely different creatives because you're meeting people where they are in the funnel. And so like for example, reach campaigns, anyone that's listening to it and you're like, oh my God, Reach. Lauren. A waste of money. At the end of the day, it's always you have to test and figure out what's best for you and your business objectives. But when we've introduced reach campaigns, we're using things like testimonials, we're using things as like press publications. It's. We're reaching to mass audiences, really cost efficiently with good things other people said about us.
- [06:59]
B
Yeah.
- [07:00]
A
And then the creatives on conversions are going to be different traffic campaigns. We're making like clickbaity type of stuff to drive traffic to key pages on clients websites. Right. So when I say clickbaity, it's like, what's a question you can ask that the page they're going to is going to answer? That could be a blog, it could be a recipe, could be a services page. I just want to get people to opt in by clicking on Hearing more of what you have to say.
- [07:25]
B
It's interesting because I guess the bottom line is content at top of funnel or wherever they are in your funnel is the thing right now. It's like meeting them where they are in your virtual funnel, whatever that is, whether it's, you know, I'm ready to buy now with one ad, or I need 20 different ads, or 10 different ads with two impressions each or two, a frequency of two, whatever it happens to be, to ultimately get you down from very top of funnel awareness all the way down to conversion. We're finding the Andromeda update. We've done tons of shows on this with myself and John Moran and like our on our Friday lives called the Ad Lab, now doing everything in like one ad set, one campaign, 50 ads, but 10 different types of ads, which we call content diversification. John goes through it and like we'll leave links in the show notes for that. The point is, it doesn't matter what it is. Like, we're finding that that works really, really well because it's like some of those ads are not even no call to action whatsoever. So it's almost like reach campaign, but you're just getting awareness. And then Facebook will then say, oh, well, they like that ad. Well, maybe they'll like this one and then they'll like this one and that one. It takes about three, four weeks to figure it all out. And then all of a sudden you're starting to see your cost per lead, cost per acquisition, your NCAG started to go down.
- [08:41]
A
I'm going to take it one step further, Ralph, because you're using, for those listeners that are using Meta AI, like when you know that if you're using Image Creative or you're using like generative AI within Meta's Ads Manager. So again, you're inside the desktop app, you're boosting directly from phone, in case you don't know this, and you're using the app and an iOS device, you're paying 30% more because you're just giving that money to Apple. But most people here listening are in the Ads Manager. So in the Ads Manager, if you're using generative AI with Meta, you can have tailored ad copy based off of predetermined Personas that Meta generates on your account. So a lot of the things that we've been exploring and like testing and stuff is using those Personas to generate new angles because Meta's already understands. And we're talking about like new accounts because they're just reading your landing pages and like the Fact that a lot of what we're doing for top of funnel, you're saying like getting them to signal to meta, oh, I'm interested in this type of content. I'm actually trying to get them to say they're interested in this type of content because they've already shown interest in the competitors type of content so that then they'll see my bottom of funnel conversion stuff already. Because like we have with your case study that we're presenting today, if I signal that I'm interested in fish stuff or I'm interested in outdoorsy boating adventures. Yeah, and I want a hook and I want dinner, whatever that type of stuff is, as soon as I've interacted with your case studies competitors, I am now fair game for your client to see that is just one massive retargeting. They're not sure. You're never seeing anything new. You're just first person to get in front of me has the first chance to lose and then all of your competitors are instantly in front of you. So I try to use the top of funnel stuff so that I can get in front of the people without losing that conversion first race and I can build a start of a relationship to that and then provide them with content that shows them I'm more than just a drop shipping company. I'm more than a white label service provider. I'm just trying to think of all those like get rich crazy quick things that like a lot of people will do and then show like, I have a real business with a lot of supporting assets and I'm going to treat you where you are. I'm not just asking you to sleep with me on the first date like I'm going to court you. I'm going to bring you flowers, I'm going to shake hands with your parents, I'm going to take your favorite ice cream flavor. Whatever people do when they're courting someone and dating, that's what you're doing with our ads and that's how our strategy has worked out.
- [11:09]
B
Well, well, it's a great way to expand the market too. And that's. This is obviously sort of a precursor to today's show on the case study. But the point is, is that you can create your own market, you can expand your own market with content and your competitors are doing it as well. But I always sort of look at it as, you know, the tip of the ice. The tip of the iceberg is those are the people that are in market right now. Maybe 10%, maybe 5%, maybe less, depending on what your market is. They're looking for an active solution. But then there's that 80% in the middle that are just in this. You know, they're ambivalent. You know, it's like the messy middle. It's like, you know, they haven't committed yet. They don't know what they don't know. And then there's the other 5 or 10%. They're happy with the solution they have right now and they're not going to switch.
- [11:55]
A
Sure.
- [11:56]
B
So if you can get that middle, 80%, that's the market where you start to expand because everybody's fighting for the top 10, 5 or 10% for those people. Those are the ads that are like, hey, buy now, 10% off. Like, those are conversion based ads. Those are like dynamic product ads. It's like, oh, I've already clicked on your red shoes. I'm going to show you the red shoes with the bow and then maybe the blue shoes with the same style. And your dynamic product ads. If you're selling, you know, women's footwear. The point is, is like, that's bottom of funnel.
- [12:25]
A
Right?
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B
How do you expand and grow and scale? It's actually doing all the things that we're talking about here, which is getting signals to the algorithm that says, I'm interested in this. Maybe not to buy right now, but I am interested. If you show me more content, maybe I'll actually buy. But you got to show me the right type of content. And it might be like a product demo, it might be a customer testimony, it might be a piece of ugc, it might be us versus them. It might be a founder story, or.
- [12:48]
A
It might just be value in advance. Like, value in advance. I'm going to show you how to do this. I'm going to teach you something now. Because if you like what I teach you for free, imagine how much better it is when you pay us. Yeah, I mean, that's why you run this podcast.
- [13:03]
B
That's why people. That's what people don't understand. I've had so many conversations with that recently. It's like, give away your best stuff. They're like, no, I got to keep that to myself.
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A
It's already on AI.
- [13:14]
B
Why give away your best stuff? Because, like, people will think, my God, if I'm getting that for free. And this is a Ryan Dice thing, of course. But you and I learned this from him. It's like, give away your best thing. Because they're going to be like, wow, what am I going to get when I pay well, you're going to get it in a sequence of how to actually do it as opposed to just the one chunked out little piece. You know, we call that maybe a lead magnet or a really good video that demonstrates, shows you how to do something, proves that you have technical capabilities and then it's oh by the way, get my thing, get more of this. So like that I still think is a barrier to a lot of folks. When I talk to, I talk to a dozen businesses a week, prospective clients of ours, that's usually their problem is the content on the top of the funnel. They're just withholding it. Like no, I can't give that away. Oh, I need to give like my, my lead magnet. I need to behind like an email and you know, and a name. It's like, no, give that content away.
- [14:10]
A
Well you can, you can give it away for free if you have it gated in some capacity. Like I still would count that as giving it away, but I wouldn't be afraid of just put it all out there. I mean for me it's already in chat and there's nothing radical. You and I don't have anything that we're saying that a thousand other Ralphs and Laurens have already thought of first. Sorry. There's really been no new innovation in a lot of what we're doing. It's just we're sharing what has worked for us and the applications in ways that, so it's like while you're gatekeeping some of this stuff, I think you should only gatekeep when one, you have IP protection behind it and then you can have pieces available to it. But if you've designed like the ads POC list this like five horse in the ads pockets like we're putting that into an explainer video so that someone can go step by step. Like this is how we allocate the different campaigns. Now that's a lot of stuff but I'm happy to give it to someone if they're willing to show their information. Be like, yeah, I'm interested in what you have to say. So I'll sell, say it to you. And then at the end of me giving all this value then I want to ask, are you interested in what I have to sell? Because that just goes to like this, like oh man, I want this huge diatribe this morning. My team, I hate whoever said to marketing and sales teams that leads are the same word. I want to castrate that individual. Oh yeah, yeah, obviously a man who said let's call the people that Marketing are bringing in leads and the people that sales our work, they are not the same at all. Oh my God, some are leads.
- [15:41]
B
Such a pet peeve of mine who.
- [15:43]
A
United those it's like someone like was playing this little devil and was like let me put these two teams against each other and fight right?
- [15:50]
B
They are not leads.
- [15:52]
A
If you get an opt in subscribers.
- [15:54]
B
Not a lead, it's an I call it an opt in, you call it a subscriber but it's not a lead.
- [15:58]
A
It's not elite. An opt in is someone that raises their hand and says they're interested in what you have to say that can be a follower on social media. It doesn't even have to mean that they give you their information. Right. And often as someone that said I'm interested in what you have to say if they they like your content on meta they told meta ads I want to see more. So they're going to see more of your ads if they're interested in what you have to sell now they're a lead and like that can be did.
- [16:22]
B
They're a marketing qualified lead.
- [16:24]
A
Okay, yes, they're a marketing qualified lead and then we have a sales qualified lead. Like we actually have this like full great different. For me a marketing qualified lead is someone a lead. For me a lead is anyone that's interested in what we have to sell but they're a marketing qualified lead. If they raise their hand or interested in have a say to sell and then there's sales qualified lead. For me if we have had a dialogue that is a sales qualified is I'm interested in selling to them and.
- [16:49]
B
I can sell them something.
- [16:51]
A
Right.
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B
They're qualified for my service as well.
- [16:53]
A
Exactly.
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B
It's a two way street for sure.
- [16:56]
A
Sales qualified lead is I'm interested in selling to them. A marketing qualified lead is they're interested in what we have to sell. So that line of demarcation is that they're consistently have the word sell so there's a connection to the product or this service you have available to you. If they're downloading a lead magnet, there's nothing that says they're interested in what you have to sell, they're interested in what you have to say. So stop being like hey these leads are bad. I'm like they're not leads, they're opt ins, they're subscribers. Let's look at the leads, the people that are interested in what you have to sell now what's the quality of those? And then we can look at is the strategy session Is the demo call, is the audit you're doing or whatever that interested in what you have to sell? Because anyone that signs up for that type of phone call is that valuable enough for them that they're interested in what you have to sell and then after talking to them, are you interested in selling to them? So anyways, sorry.
- [17:51]
B
There are three levels really. I mean I think even before that is engagement. I almost look at it like a cascade and we follow EOS and so we have the software called 90 that we look at it for our marketing. So it's engagement, site visitors, opt ins, MQLs, SQLs closed. And that's sort of like the, that's the sort of the trickle down. Like that's the, that's the waterfall because. And if you're a business you should be looking at those metrics and those are the really the only metrics that we talk about because we know not necessarily impressions because every once in a while like One of our TikTok videos just goes viral for no apparent reason. Is that. But that's not necessarily bringing in visits to site. A lot of engagement. Okay. But it's qualified. Okay. Like we have videos on TikTok that are a hundred thousand views. Great. But none of them, none of them actually materialized into site visitors which then might be opt ins, then might be MQLs, then might be SQLs 100%. And I always quote this about Ryan Dice. It's like you don't necessarily have to follow that sequence. You don't have to be engaged and then visit the site and then opt in and then you're an mql, then you're an SQL. Like I always joke with them. It's like, Yeah, I bought 43 split tests from you and then five years later I bought war room which was 30 grand a year. So I didn't do any other opt ins. You know, I didn't, I just went right to the sale. I even skipped the sales process. I talked to them. Like you were nurtured, right? I was nurtured for sure. But I didn't follow like the sequence that we all sort of learned early on in marketing and digital marketer was kind of, you know, it's like, all right, then you, you have your opt in and then you have your tripwire and then you have your core offer. Then you have your, you know, profit maximizer.
- [19:38]
A
Yeah. Ascension ladder.
- [19:41]
B
Your ascension ladder. Yep.
- [19:43]
A
From opt in to five years later.
- [19:46]
B
Yeah.
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A
So they assumed you were dead in the pipeline.
- [19:49]
B
Exactly.
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A
Forking over. Not a low ticket, not A medium ticket, but 30 grand a year, and you're probably in war room for what.
- [19:57]
B
Five years, seven years?
- [19:59]
A
Okay. You were a single option that became a six figure lifetime value. The takeaway here is that you've got money in your audience. It's just, do. Are you asking them or offering them something that's relevant at the time? Like, what was the reason that you said, okay, here's 30 grand. What was your inflection point?
- [20:17]
B
Ryan sold it from stage and he made it seem like it was exclusive. And I also realized it would be really good for business because they didn't have any Facebook ad agencies inside. Sure. And they actually had a. A block. Like, they, like, we're only going to accept one type of business. So I was like, perfect for business, which they don't do now. The point is, like, that was a huge selling point for me, and I had 11 grand in my bank account, and I had to give them ten grand right then and there, like, as either on my credit card or on a check. I forget. But anyway, who writes those? I think I had a check.
- [20:47]
A
I think my bank will fund them for.
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B
No, it was my American Express card. Anyway, it was like, so you got the points? I got the. I got the points. But I was like, man, I gotta pay this off because you gotta pay off the American Express. I'm like, I gotta need to make the money. So anyway, the point is, is, like, there's no, you know, clean sequence. That's why. And we talked about this on the show that we did with Qasem is Hormozi's launch. You and I are both reading his book, I have to assume, literally in.
- [21:17]
A
Front of me as I'm gonna go live later today about it.
- [21:20]
B
And it's awesome. And we're going to talk about it here on this show because I love Horosi. Like, I've got him. Hang out with him.
- [21:27]
A
I haven't.
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B
He's very cool.
- [21:28]
A
He's.
- [21:28]
B
He's. He's a very interesting dude, for sure, but freaking brilliant, you know, say that.
- [21:35]
A
Have you. I follow his wife's content. Sorry, I'm just going to, like, girl crush.
- [21:38]
B
Leila was getting her hair done when I was like, when I was talking to him.
- [21:42]
A
So great. She's multitasking. Or she was.
- [21:45]
B
She was kind of off. Off to the side. That was me.
- [21:48]
A
And. Well, I think you missed out there because I think she is this hidden part of their family success that I think has been so underrepresented and even in the content that she Has a lot of. It is like working with your partner, but there's like these nuggets that come out of her comedy. Like, the content that she has is very creator focused, whereas Alice's is very, like, business centric. Like, he's selling acquisitions.com stuff. Layla, I think. I think Layla Hermosi is a creator that a lot of people are sleeping on because she's creating her own brand outside of her husband's. And a lot of people look at her as just the partner. But when I listen to stuff that she says versus stuff that Alex says, a lot of Alex is on repeat and a lot of her stuff is a lot more original with a very specific take, versus Alex's take has been like the. The nose patch. And his brand has been visual. And hers, I think, is intellectually stimulating in a way that I don't see with a lot of coaches or business leaders on Instagram. Like, now I'm starting to, like, gag with a lot of the stuff that I'm seeing on repeat that feels like it was made with AI. And her stuff just contains so much authenticity. I've not met her, but she doesn't know it. We're going to become best friends.
- [23:03]
B
You're going to become besties at some point. Well, anyway, my point is, like, I don't know Layla's content as much as I know Alex's content. But anyway, because I. There's a lot of things that are. We have in common anyway. But the point is, is that he.
- [23:15]
A
You and Alex, you're. You're muscle mass. Right?
- [23:19]
B
He's on a little bit of an enhancement, but that's okay. He admits it. That's cool. Sorry. It's all good, man. He looks great. The point is, is that he created, like everyone said this, that, oh, $81 million launch. Right? How many, how many books do you sell? 2.7 million. Like on the launch, in the first 24 hours.
- [23:38]
A
$105.7 million or something in that weekend?
- [23:42]
B
Yeah. Well, I have it as 81 million, but anyway, between 80 and 105 million buttloads of money. Right. But that was all done because he gave away, like, hundreds of millions of hours of free content to create that. And like, everything he gave away was free. There was no. I've never opted in. I mean, I've bought like, all. All of his books. I don't think I've ever opted into acquisition.com and gone through a strategy session or anything like that. It's like, of course I bought his book. You know, maybe at some point in time I will like look@accentility.com but I'm in a long nurture cycle. But he's done it the right way. He didn't do it like the old traditional way of, oh, you know, get your opt in and then you get your.
- [24:25]
A
He didn't do it the stripper way. He wasn't trying to get you to the champagne room.
- [24:29]
B
Right. Where it's like he didn't weigh your stuff.
- [24:31]
A
Yeah, he's like wide open. Take what you want because your success is his success because he knows it's going to pay forward. And the reality is like, what? 90% of people listening to this podcast love you all. But how many of you actually implementing anything you've learned either from this podcast or other similar podcasts? Sorry, I'm calling spade a spade.
- [24:49]
B
She's shaking her finger on YouTube right now like an angry school teacher. Hey, you know, when I was first at a consultant actually doing the stuff that we're doing right now in Tier 11, one of the first tools that I learned how to use was from a company called Unbounce. And they are now a sponsor of Perpetual Traffic. And the reason is, is that their landing pages and how quickly you can create those landing pages without having to consult your designer, your developer. With drag and drop builders now built in AI copywriting, it's even better than when it was 10 years ago when I first started using it on my own to create my very first landing pages. These guys are absolutely amazing. They've got conversion optimized templates giving you everything you need to launch your pages on your own without developers. In fact, Unbounce is the leading landing page platform for building, testing and optimizing high converting pages. Powered by data from over 2 billion conversions. That is 2 billion conversions with a B. That means they know what converts. So if you want to Convert more customers one platform and launch pages fast, Unbounce is offering PT listeners a special offer. They are giving you the PT listeners 10% off when you enter coupon code PT10OFF over@unbounce.com PT so head on over to unbounce.com PT, enter code PT10OFF and cash in today. Convert more customers one platform, launch pages fast. You shouldn't have to wait for your designers and your developers to build and test your landing pages. Get started with Unbounce today.
- [26:32]
A
I just, people don't take action and I think that he's like, I believe in this too. Like, I don't care telling you guys our secrets. Like I'M even happy to share you what my pipeline looks like. I'll share the screen and draw you an internal document to be like, this is what we do. If you want to look on YouTube, like, I'll literally share how we do our pipeline. And I don't mind showing this because if you end up doing something with it amazing, you're either going to give me the credit or not, whatever that's on you. But if you don't do anything with it, okay, you're going to be grateful that I just cut four to ten weeks worth of work for you. So, like on the screen I've got like, here's how my pipeline is set up for my company. Everything that is set up within high level, it's literally here. This is an internal resource that I do not share with people just to do it. But you can have it. I don't care. Because the reality is, unless you're looking on YouTube and you do something with it, think that's cool? Screenshot away.
- [27:27]
B
Perpetualtraffic.com forward/YouTube. There you have it right there.
- [27:31]
A
There the 100%. And like, I know that 90% of people listening aren't going to do anything with it, so why wouldn't I share that with you? Because the 1% that do do it, they're likely to give me credit, likely to put positivity out there in the world and potentially may hire me one day or may potentially engage with me in something amazing. So give it away, which is what you're talking about right here, which is.
- [27:55]
B
What I'm giving away right here. So we've talked away that like, this is the thing that people are asking for. We have not used this as a lead magnet. We have not used this as a download. This is the content diversification strategy. This was actually taken as a screenshot from a meta presentation. I'm going to meta this week, probably going to see this presentation again. These are the 10 types of AD creatives. Now, having said that, we've been doing this for a very long period of time. So when we came out with this and John Moran talked about it, it's like, all right, well what you need to do is create one campaign, one ad set, one ad set, wide open targeting, and then add all these different types of content diversification creative into the campaign. This is basically what we did in the case study that we're going to have to do on show number two here. But the point is, is you didn't do all of them and you don't have to do them exact. Like you can do us versus them product demo whitelisting, face to camera positioning test. You can do dynamic product ads are a part of this as well, which is like buy now, get this thing. So these are the things though. But if you're not using this kind of diversification strategy, you don't have to use them. Exactly. You can use five of these. Four of these make up your own founder story, we're finding is tremendous at top of funnel. Like for whatever reason. What's the story behind the brand?
- [29:13]
A
People buy the why. It's Simon Sinek. They buy your why. Especially when you have a commoditized product like all day.
- [29:19]
B
Yeah, absolutely. So us versus them. Like how do you compare against the competition? Like the voice that's going on inside your customer's head is like, oh, can I buy, Should I buy their stuff or the other guy's stuff now that.
- [29:30]
A
I'm 10,000 other ads that Meta just showed them to all of your competitors. It's like you have your own. Like when you go into Meta and you're on Instagram, you're on Facebook, whatever, your feed is just your own personalized Lauren E. Petrulo shopping center.
- [29:44]
B
Yeah, it's.
- [29:45]
A
I'm looking for a pink jacket. All I'm looking at are all the other pink jackets because Meta knows and they're giving me the most relevant thing so I can make a timely decision. And what's going to make me make that decision, Sighting factor is likely going to be emotion, not price. Unless it's like, I'm emotionally committed to this price because there's sticker shock. I wasn't ready for.
- [30:05]
B
Well, you know, like you might watch a founder story ad and then you're like, oh, I'm actually kind of interested in that particular product. Like the one that John uses in a couple of the episodes that we've talked about is supplements in the dog niche. So they talk about the founder stories. Like a 10 minute video that they cut from, they got from two years ago. It's like two, three years old. The guy, it looks completely different. But the point is it shows the origination story of like why he started the company. He had a sick dog. And okay, so I watch part of that video and then I might see the us versus them. All right, well, here's their supplement and here's our supplement. And this is the difference between them. Might be an image ad, might be a video ad, you know, maybe a product demo. Like how does it actually work? How do you feed it to your Dog. How do you get your dog to actually eat it? You know, do you put it in a banana? Do you put it in peanut butter? Do you put it in like whatever, like you know, product demo, customer testimonial. Then you've got customer testimonial which is basically UGC of like hey, you know, I tried this for my dog, you know, Sally and Sally, Sally is the name of a dog. And I got these great results. Like this is a great product. And then they show another one of this guy Dan. Like I tried it on Snoopy and Snoopy like all of a sudden started, you know, was amazing. Like these are literally like. And they're cut together customer testimonials. These are UGC ads. AI ads are maybe in a cool product image of the bottle kind of spinning around. Like we're doing a lot of AI related ad. So the point is, is like all of these are in that ad set and you start to see these individual ads because you've shown interest in one of the other ads. We don't know which one of these ads is going to be the one that converts. But we do know if you put them all into one ad set, you end up getting conversions. And that's the most important thing.
- [31:48]
A
You've heard me say this quite a few times that like the current media buying model is dying if it's not already going to be dead by the end of the year. Where an agency is going to win with technical knowledge, with ensuring the data flow is set up for success. But then also the creative that's before and after the click. So a lot of this is the creative that goes before the click. I will say like shout out back to unbounce a lot of the pages to have that continued relevance of the story. If you're having the founder store and you're introducing an ad, if you're using a quick website builder like Unbounce, you can send them to a page with that continues to me again it's like where that top of funnel stuff that we talk about especially when it's traffic. If you don't have a call to action it makes sense. I always try to add a button because I want to click. Yeah but you can have the founder story link to it and that's not a hard.
- [32:33]
B
These are all conversions templates.
- [32:34]
A
These are all user calls conversion.
- [32:36]
B
All is website conversion ads. Yeah. So they all have a call to action. They don't have got it. It depends on what the ad is. But most of them have a button. But there's no, I don't think there's links in the ad copy. In some cases, I would have to double check on these. But in the case study that we're eventually going to do, we actually do have that. And all this. It absolutely applies. We don't do it exactly like this, though. And this is what people get hung up on. This is, oh, my God, I've answered so many comments over on like TikTok and YouTube about this. It's like, you don't have to get it exactly right. You have to get it partly right.
- [33:06]
A
You start. It's progression, not perfection.
- [33:09]
B
Yeah, exactly. So this is for you listeners who have been wondering about this content diversification thing. You got to get it over@petpetual traffic.com forward/YouTube. We're giving it away for free. You don't have to opt in for it because we're doing it harmosi style.
- [33:23]
A
Which also means these aren't like highly styled. Like, these are internal resources. Like, this is the dry IO that you saw for mine. That was just me typing into my favorite free resource. Thank you, Google Ecosystem, for having draw IO. Oh my God, I love it. But then you've got like a word doc or like a canva document together where you're just trying to convey something. So we're not putting like design resources into it, like later. That could be something. But Allah Hermozi, like, it's yours if you want to take advantage of it. It's what's working now for at least us and our clients. And it, it helps us build a lexicon. So if it empowers you, like, have at it, definitely go check on YouTube. And if it doesn't, that's totally okay if you think you're going to use it and then you never don't. I'm not mad at you. I'm just accepting that that's become more of a reality because we consume so much information that it's hard to act on everything that we hear. And Ralph, you have an enormous team that can support a lot of the things that you're doing. At the same time, there are some listeners that are like solopreneurs and there's a lot of things happening. So you have to choose what makes the most sense for you, where you are in your business, and just focus. I think that's like the best advice. Hormozi said, did you see that interview he had on a podcast where this guy asked if all of your content was deleted from the Internet and only the next 15 seconds were saved? What would you tell the world. Did you see that interview?
- [34:45]
B
I didn't know. Now I have.
- [34:47]
A
Oh good. He eventually, yeah, Hermosi like he took a moment to think about it. Alice. Steve Jobs, where it's like, let me calculate. You could probably see math numbers flying behind his head. And he had said that if you, if everything was deleted, what I would tell is choose something that you know you want. Like define what you want, really know it, and then focus on it so much that everything you do on that single focus will make it impossible for you not to be successful. So there was just like you have to focus and you have to be hyper intentional about what you want. So if it's okay if you don't do anything, or my pipeline or if his content diversification strategy doesn't work, if it doesn't align with what you're currently focusing on, I don't want you to be in the sos Shiny object syndrome where you're chasing all these things. So again it goes back to if you think I shouldn't give it out to everyone. It's not relevant for everyone, but it might be relevant for that one person where it is their focus and you can unlock for them wild success that they weren't ready for. Don't you want that credit or at least even that goodwill in the universe? Just give it away.
- [35:50]
B
Just give it away. We'll. I'll leave a link in the show notes for that interview because I haven't watched it. So he basically said that, but he didn't give an answer as to what specifically it was. Or he was like, this would be the teaching point. That was the point. Yeah. It sounded like they were. He was asking like which piece of content from him as opposed to like theoretically, like what piece? What would you say?
- [36:14]
A
Oh, I thought it was like his. What's the. Like you. Everything erases and you start now. What's the most impactful 15 seconds you can give to someone? From all of the knowledge you've ever shared, what do you believe is the most important? And that was know what you want. Like really know what you want. Focus on it so much so that everything you do is aligned to that focus point. Therefore it will be impossible for you not to be so successful. I'm misquoting it. Well, wrong. I mean.
- [36:39]
B
Well, we'll put a link. We'll put a link. I gotta watch it too. The point is, is you're. How are you liking $100 million? Money offers money models.
- [36:48]
A
Rather I've been going live each week with my friend Andy, as we're progressing through it and we're doing it for, like, Lauren Petrillo.com like, it's getting a revamp, separating myself from the agency a little bit so that we can focus on, like, speaking or consulting so that my team could continue to do the amazing pieces that they are that I oversee. But if someone's not ready for agency life, so we're just walking through it, it's implementing. I'm enjoying it and going very slow. I will say, like, I'm writing all over this book and, like, giving my opinion on stuff. Like, just one thing I'm showing on the screens up on YouTube. If you don't know the two full pages of TNCs, it's like the only part of his book that doesn't have copyright written on the bottom. But he says, he mentions the word guarantee three times. And he says, like, you as the reader have to make your own decision. And then he says in capital letters, hypothetical six times. So hypothetical performance results, hypothetical performance results, hypothetical business, hypothetical business record. All of these things to just like, say, this isn't a guarantee. You have to have your own due diligence. So I'm enjoying it. There's, it's, I believe it's written in a way that's very clean for if English is not your first language or if business terms and business vernacular were not necessarily something you studied in college or grew up around. So I, I, I really believe that he built this as a not against those that say, like, oh, marketing for Dummies. The intention behind Marketing for Dummies is great. I think the execution was hard. I think he did that well where those books often failed.
- [38:22]
B
I am listening to it. But on all his other books, and he said this, I think in his first book or his second book is something that I do a lot when something, when I want to read something and I want to just really absorb it. You listen to it and read it.
- [38:37]
A
Oh, yeah. His pro tip, faster, deeper, learning, reading by listening at the same time.
- [38:45]
B
Most AI tools are like a helpful assistant that just waits for your command. You have no idea. You type it in. You just give it a piece of content, and that's a start. And it's all about the prompt, right? If you don't get the prompt right, then pretty much everything falls apart. Or you spend more time with prompts than you do actively doing the work. But at ActiveCampaign, we believe AI should be more than a passive tool. It should be a proactive partner. Imagine that we call it autonomous Marketing. It's a full AI agent that works in the background to help you imagine, activate and validate. You don't just ask it to write. You give it a goal and it helps build the entire campaign. It suggests high value segments you didn't even know you had. It predicts your deal's win probability before you even make the call. Our AI handles the busy work so you can focus on the big ideas. It's the difference between a tool and a true teammate. ActiveCampaign is the autonomous marketing platform. Find out for free over@activecampaign.com yeah, so he mentioned that in like one of his first books. I was like, dude, I already do that. Like, that's really cool. I just thought that was cool that he, you know, he sort of called it out. It's like, I thought it was like my own little hack, but whatever, you know, you know why? But the thing is, it works like it.
- [40:07]
A
You say it works. I actually found that it's on page eight of his new book. It's the first upsell that he has. So if you're listening to it, he's upselling you to buy the book. If you're reading it, he's upselling you to buy the audio. I thought it was brilliant.
- [40:21]
B
Yeah, it's so good. It's great. Yeah. I mean, I've been listening to it. I'm like, yeah, you know, I'm not doing that for this one just because I haven't gotten it yet. I haven't had a chance to like take time to really do it that way. I want to take like a day to do it. So I think this is actually any of his books. Like, I think I read his first book in a day and I did it with reading it and listening to it at the same time. I just, I don't know how many hours it took me. I'm a slow reader. Anyway, I think I actually put him on like 0.8 speed because he kind of talks fast. And I read Oren Clap.
- [40:53]
A
I was like 3.1 speed on that book.
- [40:55]
B
Oh my God. Yeah. So I went from Oren Clough to him. I went from Pitch, anything, flip the script. So, you know, $100 million money models. Like, oh my God. Fastest listeners.
- [41:11]
A
Okay, I just want to say, like, guys, down one thing again to the people that are listening. A lot of you probably bought the books. Like, I bought a book for everyone on my team and I'm not going through. I usually power through a lot of books because I like learning, but I'M I'm taking my time because I'm implementing and I'm just trying to see. And like, that's where, like I go live on Tuesdays with Andy, where we like show transparently, like, okay, cool. Here's our inventory of assets. Here's what we're doing. This is what we learned this week. Here's how we're executing on it. And let's see, what does that do for our businesses? But one thing that, like, while we've been reading this together, you know, we talked about, he sold at least $80 million worth of books dude has on Goodreads. You know what Goodreads is, Ralph?
- [41:49]
B
Yeah.
- [41:50]
A
Okay. Have a learner. If anyone wants to know me, like really know me, you just have to judge the books that I read and my snarky reviews. Oh, gosh.
- [42:00]
B
Yep.
- [42:02]
A
But when I looked on Goodreads. Oh my God, you're looking it up. No, no. Oh, shoot.
- [42:05]
B
I am looking up.
- [42:07]
A
But if you look on.
- [42:07]
B
Oh my God, there she is. 701 books. Anyways, take a picture of you, by the way.
- [42:18]
A
See, look at these compliments. Then I like, lose my train of thought. I get so distracted. But I love it. How many reviews does he have for a book that he sold $80 million worth of copies for? Last time I checked, actually, I've been keeping track. In the book you go back, he had 32 reviews and only 204 ratings. You're sharing. Oh, gosh. Wait, that's me.
- [42:47]
B
Well, but I was looking at it. Might as well like all of our YouTube listeners.
- [42:51]
A
You can see that I'm like halfway through my goal. I've only read 42 books this year and I'm like behind.
- [42:55]
B
Look at this. You read that? You read that?
- [42:58]
A
No, those are currently readings.
- [43:00]
B
Oh, currently reading.
- [43:01]
A
Tara was an old client of mine and so very cool. Yeah, yeah. I loved working with her. She's amazing. So anyways, yeah, you can see what I'm currently reading. Oh, gosh. Oh, gosh. 47 books that Lauren is reading. Lauren starting a lot.
- [43:14]
B
47 books at the same time.
- [43:16]
A
I just like, I'll get them from the library or I don't enjoy finishing them. Oh my gosh. Ralph, go. Just click on $100 million money models. Let's stay on topic. So, okay, look, as of today, right, we are recording this. What's today's date? September 16th. He launched a month ago today.
- [43:35]
B
Yeah.
- [43:36]
A
He has had only 239 people leave ratings and only 36 left reviews from 80 million dollar minimum number of Books that were sold on Goodreads, one of the most popular places to rank books, only 239 people have said they finished the book. How? If we look at that, it's like the way I. Akin to it is Alex Hermosi just sold a bunch of cookbooks to people that don't cook.
- [44:00]
B
Yeah.
- [44:01]
A
Which is where, again, it's okay if you don't take action. Maybe one day you will, maybe one day you won't. I'm not here to judge you for it. I will if you make a promise to yourself that you don't follow through on. But all that to say, like, if he did $80 million minimum worth of books, and a month later, 239 people finished it. Of the quarter million people that listen to our podcast every month, I have no problem giving away our content because so few people are going to actually take it. Oh, 400. Oh, wait, no, I think this is.
- [44:32]
B
This is Amazon. This is Kendall.
- [44:33]
A
Oh, okay. Okay, great. Oh, now you have an even bigger one. Okay. But still combining, we have still less than a thousand people that have finished the book, to which many of them got them for free because someone bought a bunch and gave it to them.
- [44:45]
B
So what are you saying? You're saying nobody implements?
- [44:48]
A
Nobody implements. Yeah. You have blanks on your bookshelf.
- [44:52]
B
That's why you're reading it very slowly. That's why I read it and listen to it at the same time and put them on point 8, because that's the. That's the best way to comprehend. So we've covered a lot of ground here. Basically, give away your best free. Best free stuff. And, you know, your best stuff.
- [45:07]
A
Yeah. Don't be afraid, because people don't implement.
- [45:10]
B
People don't. That's right. Don't be worried about giving away trade secrets. I mean, we've been doing this for 10 years. Like, I know there's, you know, tons of agencies that have taken our stuff and gone and done it.
- [45:22]
A
Me, I exist as an agency because I learned from you and Kassim and from Molly. I mean, she's been one of the most, like, influential people in my life in terms of growing my agency. So it's like, yeah, I am grateful that I implemented a lot of stuff. I'm grateful that I wrote that very erotic knockoff review which ultimately landed me.
- [45:43]
B
The chance that landed you this gig right here.
- [45:46]
A
Landed me this gig because I implemented. Okay, you asked for reviews. I wrote reviews. And then Allison read it on the air, and again, I was actually in this room when you And Allison referenced me on the first time on my. On your podcast, by the way. They're like, can we give a shout out to Lauren Petrulo? She wrote this thing to me on Twitter, and I, like, screamed. And, like, I remember Robbie thought someone broke into our house.
- [46:07]
B
That is so funny.
- [46:08]
A
The joy that came from being nerd famous for five seconds.
- [46:12]
B
Yeah, that's good. No, because it, you know, that I think to follow through is everything. So there's a lot of lessons here in today's show. There's content diversification. There's giving away your free stuff. We never got to our case study, which we're going to get to.
- [46:25]
A
Oh, it's so good.
- [46:26]
B
Next show. And it's so good because it implements all of this stuff and it shows, you know, I mean, I like to highlight the brilliance of our team every now and then here. But the point is, is, like, there's a lot of learning, but all of it was this, believe it or not, at the core of it. And then we just did a couple of other tweaks. So we'll do that on next show. Promise, promise, promise. But anyway, this is great. So we'll leave all the links in the show notes. If you haven't read Hormozi's book, I mean, I don't know, can we be bigger shills for him? I guess I'll probably leave, like.
- [46:54]
A
No, Layla. Layla.
- [46:56]
B
Be a show for Layla.
- [46:57]
A
Okay.
- [46:58]
B
All right, well, I need some more links for Layla's stuff because I. I have a playlist. It's all of her stuff.
- [47:02]
A
Yeah, it's so good. And Cheyenne, like, leads her content strategy. And just, like, shout out to you and Michael, because Michael Lynn leads the director of media and stuff. Like, I just. I love what they're putting out there. So while Hormozi, the Hormozies, are the face, Alex is the face and doing a lot. Like, he's running a lot of aspects of the business. Layla, I believe, is still, like, a direct contributor to a lot of her. The stuff that she does as a creator. So you can be a show for Alex. I'm. I'm a fan. I've never met him, nor have I met Layla, but I. I am a super fan.
- [47:31]
B
Yeah.
- [47:32]
A
Of Layla.
- [47:33]
B
Well, there's. Yeah, there's stuff is good. And, like, if you're thinking about starting in this business or doing, like, it's a great model because he does give away everything.
- [47:42]
A
It's.
- [47:42]
B
You know, he sold $100 million worth of books in one day, but it took him what, 10 years to do that? How long has he been doing it?
- [47:49]
A
Who cares? $100 million in a weekend.
- [47:53]
B
Yeah. Crazy.
- [47:54]
A
It takes building a business. Building a brand isn't easy, but when you do it and you really commit to it, you can potentially cash out big.
- [48:02]
B
Yeah, it's. It's the long game, you know, and this stuff now is the thing that is the long game. And what's the average podcast? Two to three months. Two months?
- [48:13]
A
I think like nine episodes?
- [48:14]
B
Yeah, it's about nine. Yeah, it's about two to three months. Like, you just have to be that much better than just the next person. And a lot of it is just showing up, you know, it's just being consistent. And I hate to say that that's another lesson here, but that is another lesson here, is just showing up. I was telling this to my son who just started his brand new job about a month or so ago. He's like, I've already sold like eight of these things in a week, and that's like my quota for two months. It's like, because the guy before you didn't show up. Didn't even show up. It's like, he's just. He's like, really? Is that how it works? Yeah. Half of your success is showing up. I swear to God, like, if you show up, you're ahead of all 50% of your competition. The other 50% of what you're going to do is obviously, is what you're going to do while you're there. The point is, it's like, that's a very large percentage. Her mosi has shown up for the last nine years. That's why I made $100 million in a weekend. Anyway, we're showing up here twice a week, so make sure that you leave a rating and review wherever you listen to podcasts. We would certainly love that. We'll read it out on the air just like we did with a young Lauren E. Petrulo way back when.
- [49:20]
A
Hey, still young. Still young.
- [49:22]
B
Hey, still young. Still young and fluffy. All right, well, all your. All the resources that we mentioned here are over@perpetualtraffic.com and of course, if you want to hire tier 11, go over to tier11.com apply and anywhere else on the Internet that we want to promote. Now, I think we've promoted enough Alex Hormozi stuff. Point is, is hope you enjoyed this week's show. And if you want to follow along with Lauren and her book read. Where do people find that?
- [49:52]
A
I go live on LinkedIn. It's the easiest place. Or @monGooseMedia.us is our Instagram, but it's best on LinkedIn. It's more fun.
- [49:59]
B
Awesome. All right, well, we will be sure to do that. And we'll leave links in the show notes for that as well. So on behalf of my genius co host, Lauren Epitrillo, made you laugh again. Ciao till next show. See ya.
- [50:15]
A
You've been listening to Perpetual Traffic.