Revealing Psychological Tactics Used By $100M Brands (No Gatekeeping)

Summary

Podcast Summary: Sweat Equity

Episode: Revealing Psychological Tactics Used By $100M Brands (No Gatekeeping)
Date: October 21, 2025
Hosts: Alex Garcia & Brian Blum (aka "A" and "B")
Theme:
Alex & Brian break down the creative, psychological, and tactical maneuvers behind the meteoric growth of a portfolio of $100M+ direct-to-consumer (DTC) brands in the skincare and wellness space. They analyze how these brands, specifically those like Norris Organics, Freya Organics, and Arctic Goddess, use repeatable frameworks and aggressive direct response tactics to drive massive sales—serving up playbooks and checklists for listeners to use in their own marketing. The tone is fast-paced, irreverent, honest, and packed with actionable insights.

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Main Discussion Themes

1. The $200M Funnel Playbook (00:00 – 02:13)

• Premise: Deconstruction of a DTC empire—one founder, three booming wellness brands (Norris Organics, Freya Organics, Arctic Goddess).
• Key Insight: Each brand targets a distinct pain point and persona but uses identical funnel mechanics, only swapping messaging for the customer niche.
• Quote:

  "He's just rinse and repeating for a different audience, a different pain point and a different solution." (A, 01:36)

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2. Laser-Focused Messaging and Buyer Persona (02:13 – 04:16)

• Above the Fold: Immediate testimonial—targeting parents of teens with acne.
• Persona:
  • Deliberate use of “mom names” (e.g., ‘Linda’).
  • Zero appeal to actual teens, despite them being product users; focus on the emotional journey of the parent.
• Direct Response Copy:
  • Problems called out upfront (blemishes, redness, black/whiteheads).
  • Bold, quantified promises (“results in 24-48 hours,” money-back guarantees).
  • Conspicuous offers everywhere (savings, shipping banners).
• Quote:

  “They are speaking only to the parents... They have zero appeal to the kids, which are the people actually facing these problems.” (A, 02:24)

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3. Copywriting Nuances & Social Proof (04:16 – 10:18)

• “Elite” Copy Examples:
  • Unique, sensory brand phrases (“botanical buffet of arctic plants for blemishes”).
  • Unusual risk reversal ("breakouts will not return”).
• Building Trust:
  • Aggressive, repetitive social proof—numbered testimonials, direct claims, ratings.
  • Promises transformation (“your acne and blemishes will go away within 60 days”); explicitly identifies failed mainstream solutions.
• Breakthrough Narrative:
  • Story of unique sourcing (“plants grow in the Arctics, must bloom fast—nutrient dense”).
  • Claims of scientific formulation and five-year R&D.
• Quote:

  “If you’re making an intense promise, what you then have to do is demonstrate why you’re different than their previous failed solution.” (A, 07:00)

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4. Psychological Framework for High-Converting Funnels (09:55 – 13:00)

• Principles:
  • Pain agitated, solution promised, instant skepticism addressed.
  • Breakthrough behind product emphasized (unique mechanism/narrative).
  • Social proof saturation to overcome doubt.
  • Scarcity and urgency signals (low stock, “sold out 12 times”).
  • Heavy subscription incentives (“40% off forever”).
• Universal Application:
  • Tips for service businesses: Frame transformation, highlight failed solutions, offer guarantees, and stack social proof for conversion.
• Quote:

  “Hold to that promise and offer a money-back guarantee in between it. But when you promise a transformation, tell them what the breakthrough in your services was.” (A, 13:36)

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5. The Upsell Machine & Cross-Brand Replication (15:03 – 16:18)

• Deep Dives:
  • Aggressive upsells post-purchase (“you will get upsold quite a bit, which is another thing…”).
  • Every site offers the same funnel, only framed for a different product/niche.
• Memorable Moment:

  “This reindeer shit’s crazy… people are out here calling it bovine colostrum as if that’s better than some sort of other colostrum.” (A, 15:58)

• Discussion:
  • Absurd-sounding ingredients justified by elaborate backstories (reindeer organs, arctic herbs).
  • Recognition that the “breakthrough mechanism” story trumps the need for actual innovation.
  • All factors lightly tongue-in-cheek; hosts acknowledge ethics tangentially but remain focused on the “what works” aspect.

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6. Advertorials & Contrarian Hooks (17:35 – 21:57)

• Ad Examples & Angles:
  • Attention-grabbing visual hooks (“Are you feeling bloated?” over intestine illustrations).
  • Personalized transformation stories (“My gut was controlling my whole life. Reindeer organs healed my gut.”)
  • Use of scarcity, skepticism, and moment-of-doubt storytelling for relatability.
• Framework Recap:
  • Contrarian curiosity hook → Acknowledge skepticism → Agitate pain → Social proof/risk reversal → Moment of doubt → Breakthrough unique mechanism → Value justification.
• Quote:

  “If you’re looking for like a hundred million dollar ad framework… Number one, you’re going to leave with a contrarian hook… Next, you’re going to agitate that pain point… Risk reversal is the social proof element.” (A, 19:17)

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7. The Five Layers of Social Proof (23:21 – 26:29)

• Summary from Brian’s Prior Article:
  1. Individual testimonials (emotional impact stories)
  2. Wisdom of the crowd (aggregate numbers: “500,000+ success stories”)
  3. Detailed before/after case studies
  4. Expert endorsements (media, “as seen in…” sections)
  5. UGC (user-generated content, video testimonials, etc.)
• Analysis:
  • The more types of social proof a brand stacks—in clever order—the harder it is for skeptics to dismiss the offer.
  • Quote:

    “If you could have all five layers of social proof on your landing page, you are playing a different ball game.” (B, 24:28)

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8. Modernizing “ClickFunnels” Tactics for Today (27:13 – 29:50)

• Design Evolution:
  • Brands are using old-school infomercial/ClickFunnels value props, but upgrading with polished, “beautiful” modern branding to avoid scammy vibes.
  • Still leverage urgency, massive promises, but cloak it in high-quality UX/UI.
• Relatability:
  • Hosts reminisce on being sold basketball and fitness products using classic hype-laden, “ugly” landing pages (“jump soles,” “perfect pushup”).
• Quote:

  “They’ve done it in a way where… it is beautiful branded design. Like, when you actually switch it over to mobile, it looks very, very good.” (B, 29:41)

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Notable Quotes & Memorable Moments (with Timestamps)

• On Copywriting Genius:

  “Botanical buffet of arctic plants for blemishes — that's elite copy.” (B, 04:36)

• On Over-the-Top Promises:

  “Our return policy is simple. Breakouts will not return.” (B, 04:50)

• Meta Commentary:

  “Money is made in the gray… everyone’s born in the gray.” (A & B, 23:11–23:17)

• On All-in Marketing:

  “Game respects game in this scenario…I love what this dude is doing.” (A, 21:57)

• On Psychological Tactics:

  “It’s a lot of social proof. It’s a lot of transformation. It’s a lot of dream outcome.” (A, 10:16)

• On the Power of Narrative:

  “You obviously need your story to say, I was once you.” (A, 13:36)

• On Social Proof Evolution:

  “We’re shifting towards a world where [‘wisdom of the crowd’] probably moves the needle more.” (A, 25:23)

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Episode Takeaways & Actionable Framework

The “$100M Funnel Framework” Checklist:

• Speak directly and emotionally to the buyer persona—narrow the audience voice.
• Promise a specific, quantified transformation, with risk reversal guarantees.
• Agitate the pain of failed prior solutions before introducing your unique “breakthrough.”
• Saturate every stage of the funnel with social proof: testimonials, wisdom-of-crowd, before/afters, expert endorsements, UGC.
• Introduce urgency and scarcity (low stock notices, limited-time pricing).
• Stack upsells and push high-value subscription models throughout checkout.
• Modernize offer design to build trust, combining classic direct response structure with premium branding.

Hosts’ Tone & Delivery:
Casual, self-aware, and occasionally tongue-in-cheek, Alex and Brian blend street-smart marketing wisdom with pop culture references and personal anecdotes, often poking fun at the tactics while acknowledging their effectiveness.

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For Listeners:
This episode is filled with practical breakdowns, playbooks, and real-world psychological triggers, and is a must-listen (or read) for anyone looking to engineer or boost high-performing ecommerce funnels—whether you’re selling acne solutions, plumbing, or the next viral wellness supplement.

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Key Segment Timestamps:

• $200M funnel introduction: 00:00–02:13
• Buyer persona & testimonial copy analysis: 02:13–04:16
• Copywriting & social proof strategies: 04:16–10:18
• Framework recipe for irresistible offers: 09:55–13:00
• Cross-brand repeatability & ethics: 15:03–16:18
• Advertorials, hooks, and storytelling: 17:35–21:57
• Five types of social proof: 23:21–26:29
• ClickFunnels & “beautiful scam” pages: 27:13–29:50

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Final Note:
If you have a fascinating funnel or brand for the hosts to break down—or want live feedback—drop a comment or reach out via Twitter.

Transcript

[A]

What up, y'? All? So, on today's episode, we're going to be deconstructing a $200 million funnel. Now, this brand, and really this portfolio of brands, is some of the most impressive online growth marketing I've ever seen. So at the end of this episode, you're going to leave it with a checklist and a framework that you should be running through every time you're creating a new funnel for your brand. That being said, let's get into it. All right. Have you ever heard of this brand, Norris Organics?

[B]

No, but according to you, it's a brand that an influencer in Austin should take to cure acne.

[A]

Yeah, well, we will table that for later, but it probably would have helped when the time was there. So really interesting these guys because I did some digging and I stumbled across them maybe about three months ago, and I had no idea that it was actually one founder of three separate brands. So he's got Norse Organics. He's got this brand, Freya Organics, and then he just released a new one called Arctic Goddess. And when I tell you, like, this dude is batting a thousand on every single marketing component. Yeah, he's Babe Ruth. He's Cooper Flag. You know, he's. Who else we got? Aaron Judge. Not it.

[B]

Not it.

[A]

Not it. But dude is just like, this is picturesque. Right? So, you know, and we'll pull up this. If you're not watching on YouTube, we highly recommend you watch on YouTube. It's going to be a visual episode while you're there, like, and subscribe, please. But so when you look at this website, right? Like, I just wanted to pull it up. Is it pretty clear what he's saying? You know, he is talking to an audience of one.

[B]

Should I start on Norse?

[A]

We're going to do Norse Organics. Yeah. And again, the whole theme of this episode that I want y' all to realize is, like, every single website we're going to talk about has the same premises, like, the same components of his funnel. He's just rinse and repeating for a different audience, a different pain point and a different solution. So when you look into this website, it is abundantly clear who he's speaking to. His customer is parents of kids who have acne. Right. My son is in tears this morning after using this. He used prescriptions and has seen a dermatologist for a couple of years after his blemishes. Nothing worked until this. He's zeroing in on what is the buyer Persona and give context.

[B]

You're talking about the above the fold.

[A]

This is the above the fold, you know, testimonial. Right. Like it's. It's a little Facebook comment formatted piece of text from Linda, which is the most mom name you've ever heard, right? I'm at her. I haven't met a 23 year old Linda, have you? They're exclusively above 45.

[B]

Do. The first person I ever met when I moved to Texas was a Linda. She was from Texas Roadhouse.

[A]

Okay.

[B]

Only long story of how, why I remember this situation.

[A]

You might need to. You might need to clear the air because like she.

[B]

It was like the first person I ever met at Texas Roadhouse.

[A]

Right.

[B]

I think she's in my phone's like, Linda Roadhouse. And then Vanessa moves to Austin. They become friends and then we had a cool interaction. I was like, hey, I just moved here. Like just trying to get to know people kind of situation was not flirting or anything like that. And then the girl Linda, when she was working with Vanessa was like, oh, I know him. Vanessa, for context, is my wife. It was just like one of those funny situations of like, oh my gosh.

[A]

Why do you know?

[B]

Yeah, it's like six years later. It was legitimate. Like six years later.

[A]

So. Yeah, yeah.

[B]

Ironically. Yeah. She probably was 23 or 22 at the time and her name was Linda.

[A]

Yeah. So we need to move on immediately for the sake of your future. No, every Linda is a future 73 year old. So I think like, what's crazy about these guys is they, they are, they are speaking only to the parents. Like they're. They have zero appeal. Right. To the kids, which are the people actually facing these problems. And they call out the problems. Right? Blemishes, redness, black and whiteheads. It's very direct response. And if you're not familiar with direct response, it's like very conversion focused copy. Like buy now, say 40% is. The CTA promises results within 24 to 48 hours. Social proof 500,000 blemish free customers. 4.9 rating. Like, there's a banner that says free shipping over $50. Like there's offers everywhere. Right. Just in case your eyes divert one time from the copy, it's like, okay, by the way, here's this offer.

[B]

One thing to piggyback off of it is most brands, like, they do all the typical things that you should do above the fold.

[A]

Right.

[B]

One thing that they did very well is they like change the copy a little bit so that it's unique to them. An example is botanical buffet of arctic plants for blemishes that's great. Copy.

[A]

It's elite copy.

[B]

It's so good.

[A]

It's elite.

[B]

But then the little check mark or like the little bullet points underneath the CTA. No blemishes in 60 days or money backs. Ultra potent ingredients without fillers. It's like these added little layers that make it unique.

[A]

Yep.

[B]

I love the return policy though. Our return policy is simple. Breakouts will not return. So it's like most people be like, our return policy is simple. Yeah, Results or you know, know you get your money back kind of thing.

[A]

Yeah.

[B]

Like they're twisting it. Breakouts will not return. Like little things that just add.

[A]

So one of the things that I love about this brand is what you just said. They're very, very aggressive and committed to their promise and the transformation that they're saying they're going to achieve for you. So no matter what, this is a risk free purchase. Like it's going to work. They promise that it's going to work. I don't really know if they're finessing people on the return situation. Like I haven't personally ordered this. I don't have a, don't have a person that needs it. But generally speaking, like they're doing two things that every single brand needs to keep in mind. Number one is they're promising a transformation. Right. They're saying if you take this product, your acne and your blemishes will go away within 60 days. They quantify how long that transformation is going to be. So they set the expectation like, yo, you need to take this for two months before you give up. Probably a pretty good ltv AOV booster. And then the risk free component as well. Right. Try money back. Money back guarantees are not necessarily like this brand new innovative concept. I'm not saying that. But what they are doing that's different is like they're saying the level of promise. Right. They're guaranteeing that they'll fix your problem. Right. And so why does that work? It's because now I'm kind of interested. Like, holy shit, you're promising, like, I can just return this risk free. What is your secret? Sauce. And acne is not a new category. Like everyone's been trying to solve acne. What was it? Proactive. You ever heard?

[B]

I would say proactive was what I used when I was in eighth grade.

[A]

And didn't work for me.

[B]

It didn't work for me either. What worked for me was skin id. I don't know if you remember that. No, it was like my neutrogena and it was, it was the early days of a quiz funnel, dude. It was a quiz. I had a, you know, show or like, answer all the questions. What type of acne? Prove your acne xyz.

[A]

Yeah.

[B]

And then it gave me like this like, basically proactive, but customized.

[A]

Perfect.

[B]

And it got rid of it, though. It was the one thing that like, it legitimately worked for me.

[A]

Yep. And so the thing that I want to hammer home here is because if you're making an intense promise, right. What you then have to do is demonstrate why you're different than their previous failed solution. So there's going to be immediate skepticism when you make an aggressive transformation promise. If you're saying you're going to clear my acne in six weeks, I'm going to be like, no, you're not. Like, nothing has worked for me. I've tried several failed solutions. Like, and if you're a parent, God forbid, they're like, I will do anything to fix my kids acne. It makes them so insecure. And so they do two things that are really good. They agitate a pain point of like, okay, mainstream skin care, right? Like, why is mainstream skin care failing? And they also provide that, you know, moment of doubt, right. Like, I don't trust this promise. I don't trust this transformation. And so as a result, they deliver the breakthrough. Right. Which I think is a thing that people should consider incorporating into. A lot of their positioning and marketing messaging is like, what was your breakthrough that made your product different for them? You know, they started using their. And again, I just want to be clear, a lot of this is going to be a little bit not questionably ethical, but they're, they're all in. They're extreme, I'll put it that way. So they say that our plants grow in the Arctics and are built to survive intense winters. The ripening window in the Arctics is short, and so the plants need to get all the nutrition to bloom fast. They also provide, like, you know, they naturally dry the flowers at 22 degrees for multiple days. We've spent five years creating a few simple, powerful. Essentially, they're saying Arctic sourced ingredients are so strong because of the harsh surrounding climate that these are more effective than any other natural remedy you're ever going to try. Now, if. If you're wondering who does that work on, I present to you the fact that These guys did $100 million in the last year and you have, yeah, you have a lot of Facebook moms out there getting one shotted by this type of Copy. Now, again, I'm not endorsing the ethics, but there is a lot of it might be true.

[B]

You like 500,000 success stories if that's true as well.

[A]

Yeah, yeah, I'm with you. I'm with you. I want to believe it. I do want to believe it. But no, Look, Arctic ingredients are allegedly very powerful. So. So the breakthrough moment though, right? Like, extremely difficult challenge and they achieve some sort of breakthrough on their formulation or their sourcing or their supply chain. Like, this is literally a framework anyone can use. Right. It's like, okay, we have this problem that everyone is facing. And yes, your problem is valid. Like, your problem is valid and the solutions have failed in the past. You've tried them before. Here is the breakthrough that we've achieved. You need to go try our product and we promise it's going to work.

[B]

You're probably going to jump into this. But there's a reason that they have social proof everywhere. On this page. On this landing page.

[A]

Yeah.

[B]

Like, I'm just saying, if you're going to have something that's so outrageous and such a bold claim.

[A]

Totally.

[B]

You have to convince, like, there has to be so many before and after photos. Of course, all the, all the media outlets covering it.

[A]

Yeah.

[B]

I mean, it's just, it's a lot.

[A]

It'S a lot of social proof. It's a lot of transformation. Um, it's a lot of dream outcome, you know. And what's kind of funny is he's rinse and repeating this across these other brands. So Norris is doing very well. They use advertorials. They use all sorts of different landing pages in their funnels. I mean, he's trying every, every frontier marketing tactic you could imagine. Right.

[B]

Like this.

[A]

He seems like the type, bro, is YOLOing so hard. Yeah.

[B]

As soon as you see something that's working in the space, like, you do it and you get it up as fast as possible.

[A]

Yeah. That is 100% his thing and good for him.

[B]

Like, that's totally. It's awesome.

[A]

And you know, proof is in the success of these brands. Right. I mean, he's running, you know, crazy amounts of traffic. Like Norris is doing around like 400,000 site visits a month. His next one, Froia, which I already sent you, is also doing around 600,000 visits a month. Like, can't fake those numbers, you know, like they're running crazy traffic through these sites and it's probably converting like, crazy.

[B]

It's so funny that all the, all the amounts of testimonials are 500, 000 plus.

[A]

Don't point out those patterns, okay? I know, I know.

[B]

521, 833. Success.

[A]

It is crazy. And. And we gotta. We. Someone's got to point me to the article where Cosmopolitan and Bizarre are talking.

[B]

About these Arctic goddess. I don't want to jump the gun, but. But how many does this one say?

[A]

I mean, so Arctic goddess might be where, you know, you could potentially say, like, well, so the question is, right, Reindeer.

[B]

Organic superfood.

[A]

Yeah.

[B]

All right, go.

[A]

He's all in. Back in. And go to. Go to. He's all in.

[B]

Go to the second brand.

[A]

I know, I know.

[B]

Sorry.

[A]

No, no, I got ahead of myself. And another thing he does, which, you know, I think does play into a lot of the. I guess. So we talked about this, right? It's like he is giving all sorts of money back guarantees, social proof, like trust this crazy promise that I'm making. And then obviously he's hitting him with a crazy deep subscription offer, right? Because he wants you to lock in forever. So he's 40% off forever, right? Has the. We're going to the product page now. So click into the product page. Sorry, we're still on. Norris Organics hits you with the low stock. Notice this product sold out 12 times last year. We encourage you to take advantage of the limited sale, right? Limited time offer, low stock. He's hitting urgency. Hits trustpilot on there. Like instant acne and redness treatment, you know, and then again, like the world's most powerful plants like sea buckhorn, rosehip and arnica. Like, by getting so specific about what these ingredients are, it does make it more believable because it feels like you found that thing that is true innovation. And that's his positioning, that's his angle. So why I wanted to bring these guys up is just not to say, go promise the world and promise the transformation and stuff like that. But think about these psychological principles you can apply, right? So if you know a plumbing business, right, like generally speaking, you get called to do a job. I've had a bad experience with every single home services business known to man, right? And so I had a failed solution before. I either overcharged or I, you know, my problem wasn't solved permanently. Or, you know, maybe the guy was late and he smelled like shit, I don't know, right? Like lock into these things that are a part of a failed solution when someone is extremely solution aware about your business and then promise a transformation. Hold to that promise and offer a money back guarantee in between it. But when you promise a transformation, tell them what the breakthrough in your services was. So in that same plumbing situation, you obviously need your story to say, I was once you. Right. I was someone who the plumber came and my pipes exploded, and I couldn't live in my home for, like, seven days. Right. Or just some sort of, like, very specific reason, origin story for why you became, you know, why you were so convicted that you need to provide this solution and then kind of incorporate this stuff. Right. Like, again, social proof. How many people have used your plumbing service? Like, how many people are, you know, experiencing this dream outcome that you're promising? Okay, cool. I trust you now. Now hit me with the offer. Yeah, right. Like, act today. Limited time only. Subscribe for longer term, you know, savings. And voila. That's your optimized conversion funnel, as I.

[B]

Literally have somebody at my house currently switching our entire AC unit. This funnel. This should be a whole segment.

[A]

You did.

[B]

Yeah, I put out my story.

[A]

Yeah, yeah, I, I. You put that on your story, and it was impressive.

[B]

$50 pumpkins, bro. It's a $15,000.

[A]

Yeah. If you trickle down, which is fantastic. That's the ultimate lead magnet. If you trickle down in this guy's funnel, by the way, you will get upsold quite a bit, which is another thing that I think. Yeah. Like, when you, you know, add to cart, like, do all sorts of stuff, like, and it's very, very frictionless. And the reason we bring up, like, okay, he's got Norris, but he's also got Freya. He's got Arctic Goddess, is because when you study these three websites, you'll see the exact same thing. Promise of a transformation. Arctic Goddess might be the most insane because it's basically saying that, like, this reindeer shit's crazy. Well, okay, but, you know, like, people are out here calling it bovine colostrum, as if that's better than some sort of other colostrum. Yeah, right. So it's not like I didn't read.

[B]

Is this all it is is colostrum.

[A]

No, it's like, it's a whole supplement line.

[B]

Okay. Is this like the equivalent of when we were kids? It was deer antler.

[A]

Oh, antler. Yeah.

[B]

Red velvet.

[A]

Yeah.

[B]

Antler or something.

[A]

No, the antler spray or something. Yeah, right.

[B]

Yeah. And it was like, we were just gonna be.

[A]

Well, it's like a horse tranquilizer.

[B]

Yeah.

[A]

You tell me it's a horse tranquilizer. I'm try it.

[B]

Yeah.

[A]

You know what I'm saying? Like, damn, it's knocking out a horse, like, I need to sleep today. You know, it was like I'm trying to.

[B]

Growth hormone levels. Yeah, astronomically. I forget the whole.

[A]

Well and like you think about a reindeer, right? There's association with it. And so like, yeah, I think a reindeer is probably equipped to live in some adverse conditions. So if I could get some of reindeer toughness, you know, I'm it like. And so he's talking crazy. He's saying reindeer kidney, arctic herbs, reindeer bone trip marrow, trace, whatever, Right. Maybe it's all true. The wild harvested with a reindeer AI image makes me a little sus. But still with the northern lights perfectly in the background, it's crazy. But this stuff is working. You know, it's like the same reason why bro, you go to go to the grocery store, tell me what eggs you're selecting, right. Are you getting the regular eggs? Are you getting the pasture raised? Are you getting the grass fed and finished? Who knows, right? It's all just marketing jargon. And so at the end of the day, if you think Vital Farms is an unethical company for the way they're marketing their eggs, then that's up to you. But I don't. I think it's just all this kind of jargon. And ultimately you look at a business like this, you could replicate everything they're doing and probably, you know, improve those conversion rates a little bit.

[B]

It's so interesting to see. It's like, it reminds me of Liver King, but just like position for women.

[A]

Or the homies like heart and soil. True. You know, I mean, true. They. They do a great job. I got mad respect for them.

[B]

Dude, I couldn't do heart and soul. After a month. It was like I was taking like 30 pills.

[A]

Yeah.

[B]

Because every single bottle is six or eight.

[A]

Yeah.

[B]

Pills that you have to take, which.

[A]

Is how you get funneled into like Huel or groans and it's like, oh, no, like just consolidate it. We're all victims of this stuff. But so, you know, another thing if you are someone looking for. I got a bunch of replies to my story about like, I'm looking to diversify my creative testing. You know, this is another great example of an ad account to look into. So he's running several different things. Like it gets crazier and crazier. But we'll put this up on the screen. But the meta ad is are you feeling bloated? And it's a small intestine and large intestine together. I sent this to you on text. But it's a small intestine and Large intestine together, feeling bloated. Question mark calls out, what is the problem that everyone's feeling right now? Your solution is here, promise. Nourish your inner vitality. Tap to learn more. Not really a direct response thing. Not really. Like more so just like a curiosity builder. Right. Like, you're feeling bloated, we got you. And then the headline. My gut was controlling my whole life. Reindeer organs healed my gut. I have ethics, I promise. And I do not endorse some of this stuff, but there are a lot.

[B]

Of lessons in here about psychology.

[A]

Totally, dude.

[B]

It's like, yo, if you are an ethical company, like, it's more so that.

[A]

People are looking to have. They have experienced. They have a problem. You agitate that pain point. They experienced a solution that didn't work out for them, which we're agency guys. Like, how many people come to you and they're like, my last agency sucked. Right. And so it's like, this is more. So just the principles. But I do think when you study these guys, it gives you a lot of inspiration. It's like a little schizo. But that's fine. I mean, it's crazy, but, you know, I want to run through just again, like some of their different, like, components here. Yeah. So if you're looking for like a hook framework. If you're looking for like a hundred million dollar ad framework. Right. Number one, you're going to leave with a contrarian hook. So this is something that's going to stop the scroll, grab someone's attention with curiosity. You want them to trickle into the rest of the video. Number two, you call out the skepticism because people are inherently skeptical of any ad they're going to see. So they're going to want to see more social proof or some sort of differentiation. Next, you're going to agitate that pain point. You know, feeling bloated, like, tried other things, didn't work out. This probiotic, you know, I tried a million probiotics and it never worked for me. Right. Risk reversal is the social proof element that we keep talking about. So, you know, 500,000 happy guts, right? Something like that. Maybe it's a million. Who cares?

[B]

Yeah, who cares?

[A]

Yeah. Moment of doubt. You know, I think the moment of doubt is another really good psychological principle where I started trying the products and it didn't work. After 10 days, you told me to try it for 30. So, you know, like, it's kind of like introd. Like, don't make it just smooth sailing. Right. Everyone wants to just promise that the product is Going to do this very generic benefit. And what actually we have seen probably with, you know, both of us, I would say work on storytelling a lot is the. But therefore the zigzag kind of framework that you have to have to keep someone's attention in a story and in a video. I think moment of doubt is an excellent thing to introduce into your ads because it's almost acknowledging that skepticism and saying, yeah, no, I literally was almost ready to quit. You know, it wasn't feeling it. And then voila, right? The breakthrough moment, that's when you demonstrate the product and you talk about the unique mechanism that it's now giving you, right? This is the reindeer organs. This is the.

[B]

I love that you can say that without fucking laughing every single time you say reindeer.

[A]

But it's like, it's like game respects game in this scenario where I just, I love what this dude is doing. Like, I think it's so hard. We had a, you know, if you're in the telehealth space, they'll give you some game. We had a GLP1 client who that's. And obviously this is mine, but we had, we had a GLP1 client who like. So we started getting into these news article style static images, right? And so it's like basically you could circumvent meta's ability to meta flags you if you use a celebrity's likeness. But if you just say Elon Musk suggests that everyone should try GLP1s because they're going to help their blood sugar regulation and we'll have like a better society. If that's a real quote, which he has said that he's like an endorser or Oprah said this shit, Serena Williams, whatever. And you just kind of do like those SportsCenter style graphics with the Elon face money printer just giving you game. So again, anyways, unique mechanism justify the value, right? So this is kind of the value engineering.

[B]

You should, we should put it where it's like you go, I have ethics. And then go right into that fucking into that bit of the pod.

[A]

Look, man, money is made in the gray. You know, I think everyone, everyone is.

[B]

Born in the gray.

[A]

Yeah, it's true. It's true.

[B]

One thing about this site or about all these landing pages, I wrote an article about this a long time ago. It was like the five types of social proof. Yeah, they hit all five. So number one being testimonials, right? Like they have a testimony at the header. My son was in tears because of after whatever it was 15 years like he's. His acne is gone. Right. So testimonials just having like statements made by individuals that have used the product. They've gone through the transformation of the product and sense. It's like this life changing thing. Number two kind of being like this Wisdom of the crowd that is then quantifying it of okay, there's 500,000 people that have experienced this transformation. So it's like do singular stories then show all those stories compounded to give you like this. This larger number. Then you need to support it with more detailed transformations. You have to have case studies.

[A]

Right.

[B]

You have to show how somebody in week one looked like this and they look like this in week six.

[A]

Six.

[B]

And it explained like every day they were. They were washing their face with this and then this and then doing the night oil. Whatever. Expert endorsements. They use a lot of this expert endorsements from like the GQs, the Vanity Fairs of the World and then fifth the UGC.

[A]

Yep.

[B]

Like you could have all five layers of of social proof on your landing page. Like you are playing a different ball game.

[A]

When did you write that article? I just want the people if you're new to the podcast or if you.

[B]

Like two years ago probably year and.

[A]

A half or I bet. I bet you something like that. That sounds like a vintage 20. Not to neck you real quick. That sound like a vintage like Alex Garcia Twitter growth era potentially value.

[B]

It's packed so old on the blog that all the images are not working. And I just found that out. Yeah, send it to John.

[A]

Like no, it's gas. That's such an excellent checklist for people to use and incorporate. Like Wisdom of the crowd is something that I think we are heading towards. So David Perel, you know the riding homie. He amazing follow on Twitter by the way, if anyone's. And he's also a great dude. Sick golfer. Really great golf swing. We'll just leave it there.

[B]

Did y' all golfer stuff.

[A]

He helped me with my swing one time. He helped me with my grip. Hold on, look. That's one of the most important parts of the golf swing is you gotta get your grip right. Anyways, so he really like this guy who writes for a 16Z who wrote an article on Polymarket and was talking about how the next wave of everything is like this prediction market like Wisdom of the Crowd, which is a cool thing that you just introduced. And I think we're shifting towards a world where that almost probably moves the needle more. Like if you're ranking your hierarchy of should I Have wisdom in the crowd, or should I have, you know, Harper's Bazaar magazine? Like, you should have your, you know, wisdom of the crowd first. Right. That's why with Norris, they have a Facebook comment testimonial. They have the number of people that have tried it, they have all of their promises and, you know, transformation stuff first, and then they introduce the publisher style. Social proof.

[B]

Yeah, it's like, right underneath the. I think right underneath the above.

[A]

Yeah. But, yeah, dude, that's. I think that one should be really helpful for a lot of y'. All, like, really, just because, A, either you're running ads and it's going well, or maybe you stalled. B, you're getting going. You're trying to figure out how to actually drive those conversions. Like, ask yourself, like, do I check off all of these boxes? You know, like, are you demonstrating social proof? Are you promising a transformation? Like, what is your failed solution? Breakthrough moment? Like, what is your unique mechanism used to solve that customer's problem? And if you don't have those, introduce them somewhere and create that funnel, and I'm sure it's going to provide some great results.

[B]

One thing, too, to just pay attention to is they've kind of modernized the Click Funnels, right? Is it clickfunnels, right?

[A]

Yeah.

[B]

Notice didn't sound right for a second. Clickfunnels landing page. Whereas, like, if you honestly go on ClickFunnels landing page, like, oh, like, potentially I'm getting scammed here. Or, like, it is legit. Like, there's no kind of in between.

[A]

But when you're about to get scammed, it's really you versus you. It is, you know, and that's why a lot of this shit works in a dark room for sure. Because you're on a Click Funnels page and you're like, this doesn't look that legit, but it sounds awesome. Yeah.

[B]

You know, the amount of things, actually, now that I think of it, that I was sold as a kid through, like, click funnels. That started off Slam Magazine. I don't remember again, Slam Magazine.

[A]

Of course, there was Shout Out PRC one time. I know he doesn't listen to the pop. He's founder of Slam. Great. Dude.

[B]

Dude. There was once a supplement. I forgot what it was called, but it was like this black and kind of green, hazy page that I, like, I just had stamped on my wall because it was like, increases your vert like six inches. Yeah, I don't remember what it was, bro. My mom would not let me get it, and I was trying to find all the ways to like backdoor her.

[A]

Totally. To purchase the two. The two products that I got absolutely whacked on was the jump souls.

[B]

Dude, me too.

[A]

Everybody who didn't want to hit a jumpsuit workout.

[B]

I was in my bedroom, not even kidding. Like jumping on my bed platform, like.

[A]

On which, like, I think hypothetically those. I think it worked, right?

[B]

Like, I was jumping high as a. As a young.

[A]

And it was those in the perfect push up same. You ever hit the perfect push up? That twist?

[B]

Yeah.

[A]

I mean, what a great info marketing, like. And you're so right, though. These guys are just modernizing this, right? With meta ads and advertorials and like.

[B]

Because why I brought up that supplement was because when I would go on the landing page, dude, I was like, there is no way I'm not putting up six, like getting six more inches on my. On my vertical.

[A]

Totally.

[B]

And then I was like, oh, they're probably even talking about somebody that's not even training like me. If they train like me too. I'm putting up 812.

[A]

Right.

[B]

You know what I mean? I'm like putting up crazy notes. It made you feel that.

[A]

Totally.

[B]

But if you like look at the website now or if you find one, a landing page that's like those. The design is in such a way where like, you would never believe it. You're like, yo, I'm. I'm legitimately either getting scammed or like, these guys just don't know how to design.

[A]

Right. In 2001. Ass design.

[B]

Yeah, bro. But like, some brands still do.

[A]

It can be highly effective. Yeah.

[B]

And so this brand, like, what is it?

[A]

Norsa, Norris.

[B]

Norris. They've done it in a way where it's like, it is beautiful branded design. Like when you actually switch it over to mobile, like, it looks very, very good.

[A]

Yep. So, yeah. So really good Inspo hub for y'. All. Hope you enjoyed the episode. Let us know in the comments if you have a brand you think is better than these guys. By the way, like, one thing I've really been enjoying is a lot of people are just sharing, like, you know, study these funnels on Twitter recently. Yeah. And so, you know, if you have a brand you think we should cover on the next up. Leave it in the comments. Leave your brand if you want some feedback on it, like, subscribe. We'll catch you next week. Peace.