Hi guys. Welcome to copy that. The only show where you have real copywriters working in the world, drinking coffee, talking about copy. Cheers guys. Today we have somebody who's well known on the discords and well known on the Reddits. A man who needs no introduction, but I will introduce him anyway, Jonathan, I, I'm not even gonna try to pronounce your, your, your full, last name. I'm just gonna say bus song. Jonathan had a funnel masterclass last Friday. He knocked it outta the park. It was great content. And I thought, wow, like what an, an excellent opportunity to hear, not only somebody who instead of rod Luke, or I actually prepared and came ready to talk about stuff rather than just riffing and doing it extemporaneously. He also knows this stuff. So it's like the best of both worlds where you have the structure and not the disorganized banter that this show normally is. But you also have value. One thing that I've learned in working with not only newbies and juniors, is that there's a common lack of understanding about when they type of the words, where do the words live? The answer to that. It goes into the funnel. What is the funnel? I'll let John take that away. Just like he said, there's a very big disconnect. Oftentimes between someone who identifies just as a copywriter and then the greater marketing strategy, right? Because copy doesn't live in isolation. There are different pieces to your campaign, to your strategy that we call the funnel. The funnel is really just the overarching term of everything. Once you put it together. So the traditional copy mediums that you'll see, usually you'll write for Google ads or you'll write for Facebook and Instagram will write for YouTube. That's at the front part of the funnel. And then you have landing pages, sales pages in the middle, and you have emails that'll happen on the back end after you opt in or to drive you back to another sale. So we're gonna look at all of those pieces together. We're gonna see how it all connects. And hopefully by the end of this, you'll come away with an understanding of how, how your copy is actually generating money for your clients, how you can make your copy more effective based on the objective that it has within the funnel. And also how you can maybe take yourself away from the copywriting, move more into a higher role of marketing consulting or strategy and get paid bigger bucks so that you can bring this immense amount of value to your clients, have an advantage over other copywriters because you know, all this stuff that they don't and at the end of the day, get better results, which is what we're all in the game of as is tradition with any kind of masterclass or webinar. I'll start with a little bit of who is Jonathan and why the heck should he listen to him? So I'm the one on the right, not the one on the left. I've always been really into communications, really into writing. And it kind of just stumbled into copywriting by accident. I figured out what it was. One of my buddies wanted to start a social media marketing agency when that was hot. And he wanted me to do the sales and the cop. He would do the technical stuff. We signed some clients. He decided it was too much work. So he dropped out, but I was hooked, kept going with, uh, copywriting, developing, discovering the world of funnels. Thankfully, I discovered what funnels are and greater strategy was when I was just starting off. So that really gave me an advantage. And then I progressed learning email else, landing pages, sales, pages, ads, all that stuff. At this point in my life, I've been featured in the media for the results that I'm able to bring my clients. I have gotten Upwork contracts in the tens of thousands of dollars. I'm signing contracts from content marketing, from LinkedIn direct outreach from emails, right? I'm making a lot of money doing this. I'm very good at what I do. And what's more important to me than just making money for myself is obviously making money for my clients, right? So here you can see, this is an e-com client with whom my ads were able to bring in 15 point $87,000 in just three days, right? This is a Monday to Tuesday, Wednesday, which is crazy. And then I had a funnel that brought in $145,000 in just 24 hours. So I know a little bit about what I'm talking about, which is why Sean brought me on. We'll get into all the stats. We'll get into how this all applies to you and how you can do the same thing as we move through this. My goal for you today, who is watching this, I really want to help you a fundamental understanding of what is a funnel and how does your copy play into it? Because if you're getting to this point in your career where either you're just starting off and you have no idea what a funnel is, or you've written a few sales pages, but you're not too sure how it all interacts from the point of the ads to the sale, or maybe you're more advanced in your you're just looking to get a little bit more knowledge, broaden your horizons a little bit, get to that place where you can do more consulting work. If you've gotten to this point and you still aren't 100% confident. It's not your fault because this stuff does get very, very, very complicated, right? There are a lot of moving pieces at play and the people who try to sell you this kind of information, oftentimes they'll make it even more complicated than it has to be because they're trying to bring you into their sphere of influence, right? They're trying to convince you that they have the answers by their next product, by their next product, by their next product. And so they don't always break it down as simply as they could. My goal today is to give you the most basic framework or understanding what a funnel is, the different types of funnels and how you can use this information to your advantage. But I need to add in that this is not going to be the last training that you ever need when it comes to funnels. Okay? Because I can't cover absolutely everything you need to know. Just like if you were going to a copywriting master class, or if you were going to a copywriting seminar, you couldn't learn everything there is to know about copywriting in just the hour, two hours, three hours that you would be there. Instead, I wanna provide the groundwork for you so that you can know how to the good resources and how to stay away from the bad resources. And you can continue to work every day to improve your craft. And I'm also going to give you, if you stick around to the end, a list of resources, books, programs, and software that are gonna help you out to continue your education when it comes to funnels. And like I mentioned earlier, this really is, once you get to a point of proficiency, this is going to be your unfair advantage over other copywriters, because you're gonna have an understanding that they don't, you're not just gonna come into a client anymore and say, I can write your sales page, give me a thousand dollars. And here's your sales page, right? Instead, the client's gonna tell you what their idea is, and you'll be able, able to assess, is this a good idea? Is this not? Is this a good opportunity for me? Is this not? Is this a good opportunity for the client? Is it not? How can I build upon what they're already asking me to do, to bring more value to them, to get paid more money, to get them better results, and then cascade that into better testimonials, better reviews, future projects, and that's how your career is going to take off. So what we're gonna touch upon today, as we move through the presentation, we're gonna discover what a funnel is, how it works, and the most effective types of funnels across every major industry. You're gonna learn the terminology. You need to know if you want your prospects to trust you when pitch them. And if you master this, you'll be able to upsell one time projects into massive campaigns and retainers, which is my strategy. And that's how I'm closing all of these five figure deals on Upwork. You're gonna learn the three most important factors to consider when building a funnel. And if you miss any of these, your funnels are gonna bomb. We're also gonna learn how to diagnose, optimize, and scale your funnels. So you can achieve maximum profitability. And there are really just a few small tweaks that you can make to make this happen. Super easy, super simple. You'll see when we get there, I'm gonna show you five email sequences that you're gonna use in your career as a copywriter and how they can play into your funnels. So I'll just touch on the names, give you a briefing explanation. And then after we'll come back to them for the post check, John, you're better at pitching the Patreon than I am. I'm gonna show you as well, how to add massive value with a sneaky trick for boosting webinar show up and conversions that your clients probably won't think about on their own. So when you bring this to them, they're gonna your genius. And they're gonna pay you the big bucks. Plus, like I mentioned, I'm gonna give you the top resources so you can continue your marketing education and become a true expert who demands top dollar from your clients. So we'll start with a little bit of an overview for phones and I want to get into before anything else, the critical terminology. These are the words that your prospect is probably already gonna know, and that you need to know to at least be on the same level as them. And when you start working with other copywriters, when you start working with other marketers, these are the words that we all use so that we can communicate with each other properly. And we know exactly what we mean. So this for one learning, the CRI terminology for me was one of the most helpful things in the world, because then I can ask for specific help. I can get specific suggestions and I can be very, very precise when I'm explaining things to my clients. So the first word you need to know is traffic and traffic, basically very, very simple is just clicks to your landing page. So traffic is when you get eyeballs on your sales message and your traffic can come in one of two ways, you can either have organic traffic or you can have paved traffic, organic traffic is traffic. You don't pay for. So you can have, um, let's say your audience on Instagram, that's organic traffic because you didn't pay to collect those followers. But if you post something and you say, Hey guys, go check out my new product. Some of those people will move onto your landing page or your sales page. And that happened without you having to spend a single dollar to make it happen, right? So that's organic traffic, any kind of content marketing, anything where you're not paying to move those people to your page. The second kind of traffic is paid traffic. And that's what you're more familiar with. This is ads like on Facebook, Instagram, YouTube, Google search display. That's when you doing what we call CPM like cost for thousand views. So I'm going to pay for 1000 people to see my ad. A certain percentage of those people are going to click through to my landing page. That is my traffic. So the three main types of traffic or the three main types of paid traffic that you're gonna be working with as a copywriter are our Facebook and Instagram. Number one, I put these two together because it's the same advertising platform. So what you're going to do when you're writing Facebook and Instagram ads usually is what we call a feed ad. So that's what you're used to seeing, like, uh, what I've got up here in the photo. You're gonna have your body copy a creative, which will either be an image or a video. And then underneath at the bottom, you'll see that you have your headline. And on the right side, you have your call to action button. So if you go on Facebook right now, your first post is gonna be something like that. You follow. And your second post is going to be one of these ads in e-commerce. These are usually short for info products. These are usually longer, but the point of these is to create curiosity around the product or the offer in order to get you to click onto the landing page. The next type of traffic we have is from YouTube. And these, the most common ones are instream. Instream ads are the ones that you see either during the videos or before the videos you're watching. And that's where this one, the example here is, uh, software. I think it's monday.com. So it's really just like product demonstration benefits. If you're seeing info products, it's usually going to be, Hey, here's your biggest problem. I'm gonna show you how to solve it. Go through to my webinar. If you're doing e-commerce, it's usually something more branding focused, or maybe sometimes you get Harmon brother style ads where it's like, oh my God, this is so crazy. So funny. Let me click through the third type of traffic is display and search. You'll see, on the left side, we have an example of display at the top, the one that's labeled Gundry MD with the BA all of supplements. So a display ad is any website that has a Google ad network association to it. They're gonna say, okay, Google, I give you permission to show ads on my website. And then Google's going to determine based on who you are, which ads they wanna show you. So if I'm running ads to you, for example, for this masterclass, I could say because Sean went on my website, show him ads to this masterclass, and then Google's gonna follow Sean around. And when Sean gets on a website that has the Google display possibility, they're gonna throw up my face with, Hey, come check out the masterclass on the right side here, you'll see the final type of traffic that we have. This is search. So search traffic is or search ads. That's when you Google something and then Google's going to serve you the ad based on your keywords. So here I threw up, um, how to make money online. And you'll see that these three ads are all things that could make me money online. So first one is start a small business. Second one is paid surveys. Third one is we need writers 30 to $45 a network. So these people aren't tracking me. These people are just saying anyone who types in the words, show them these ads. So I wrote make money online. And these three ads came up probably because they're targeting how to make money online for their keywords. Second key terminology that you need to know is list list is essentially just the contact information that you've collected from your buyers and your prospects. So if somebody comes to an opt-in page, they put in their name, they put in their email, they put in their phone number. That's gonna go into a CRM, a customer relationship manager. And from that place, then I'm going to have you on my list. So the list is just people who I can send my offers to. It can be very literal about it, and either have it be the physical mailing list, like people who I send letters to, or my email list, who I'm gonna send emails to, or we can take a step back and maybe think that the list is just any who's contact information. I have. Maybe that's also all my friends on Facebook. Maybe that's also all the people in my LinkedIn group. Maybe that's my discord, right? Maybe that's the people who are following on Instagram. The list is really just anybody who I can show my offer to. And so when you take that step back and you look at it more from 30,000 feet, then you start to realize that there's a lot more opportunity because your list is more than just the people on your email list. Although that's extremely valuable. And we'll touch on that when we get to the emails later, the next phrase that you probably have heard thrown around a ton is landing page and landing page is one that's a little bit confusing because people use it to mean a lot of stuff. One of the biggest questions I hear all the time is what's the difference between a landing page and a sales page. And it's like square rectangle, right? A landing page can be a sales page. A sales page is always a landing page. So let me explain what I mean by that. A landing page is real just anywhere that your traffic is going period. So it could be content. It could be a squeeze page, or it could be a sales page content. It can be written content like a blog. It could be an advert where I have a call to action and a little bit of value. It could be a podcast replay. It could be my YouTube video landing page with content is really just anything that I'm trying to take you and show you more value. So if I wanted to run ads to this masterclass, like a recording of this masterclass, and I said, Hey, become familiar with my brand. Go watch my masterclass. Then the only point of me doing this is to get you to experience my brand and to get value so I can build good to will. Right? So content isn't always trying to make a sale content is trying to build the relationship. That's step one. Then if we get into squeeze pages, that's where I'm trying to now collect your information so that I can put you on my list. So a squeeze page is any page that you've ever been to like a webinar registration or free ebook or anything. That's asking you for your contact information where I say, okay, Sean, give me your name, give me your email, maybe also your phone number in exchange. I'm going to give you this piece of value. So there's an exchange there, which is why it's different from the content where there is no exchange and I'm just giving the value up front. Finally, we have the sales page and the sales page is where I'm actually trying to make the sale. So the sales page can be for anything from a dollar all the way up to 5,000, 10,000, $15,000. It doesn't matter. Sales page just means a landing page where there's going to be money. Squeeze page is a landing page where there's going to be contact information exchanged, and content is a landing page where there's only going to be value and then maybe a call to action, but not directly on the page. I'm gonna send you somewhere else. So I can send you from a content page to a squeeze page or from a content page to a sales page. But the content itself is really just relationship and value. Next, we have a concept of upsell down sales and cross. I won't get into the specifics of the difference between each, but it's really just selling your buyers more stuff while they're still hot. So if Luke comes in and he buys a book from me, I can try to sell him an even more expensive book. That's an upsell, or I can say, Hey Luke, did you like that book? Let me also sell you. Uh, let me sell you a two minute interview with me with Sean. And it's gonna cost you like a dollar that would be a down sell, cross sell. Hey Luke, you like this book? Why don't you buy this other book? That's kind of like complimentary to this around the same price, right? So upsell down, sell, cross, sell. That's just selling more stuff. While Luke is still ready to make purchases because when somebody buys the brain lights up and they're like, wow, I love spending money on things. And they're more likely to continue spending more money on stuff. One other purpose for cross sell is you're literally trying to cross pollinate different lists. So it's less about like one company selling two different kinds of books. It's like, say you sell a book and then you say, Hey, if you read this book about expanding your brain, you might also like our sister company, which sells new tropics. Here's a bunch of pills if they buy that. Well, now they're on that list too. And so that's the reason why you wanna do cross the, The companies you work with and the clients you work with may not always have that. That's a very sophisticated strategy. So if you're working with like a, a Agora or new market health or something, that is a big organization that has multiple brands under them 100%, but don't expect your clients to have this set up because they probably won't on a Agora though. A really great concept that, uh, Sean talks about a lot. And I'm sure he's spoken about this in the past, on the copy of that show is the idea of front end versus backend. So I'm gonna throw the mic over to Sean and ask if he can in just 30 or 45 seconds, explain the difference between a front end and a backend. Um, yeah, front end marketing. Just, all it means is that you are a quiet hiring a new customer. It is the on the front end, the face of your business, you are trying to put out an offer that brings a new customer into your business, puts them into the funnel as it were a backend offer is any offer that monetizes existing customers. Normally these are more expensive for reasons. Most of them having to do with economics. What you do is you use a front end offer to bring on a paid customer. Lead gen brings on a free customer, backend monetizes, the people that are on your list, whether they're free or paid, that's it. You should be doing this masterclass. I wouldn't be able to like, take a break and like just chill, like just kick Back, Enjoy my life. Well, you do All this work. There are five main terms that you need to know. One is traffic. So eyeballs two, your landing page two is list. So any conglomerate of information that you have, where you have contact information for the people who you want to sell to number three is landing pages, and that can be content, squeeze pages or sales pages. Four is upsells down sales and cross sales, selling more stuff to people who just bought some stuff. And then front end and backend where front end is trying to get people on your list. And then backend is monetizing the names that you've already collected. One of the reasons why I think this particular presentation that you gave is so valuable is because there is a lot of like in club jargon that we share with each other. And once you learn the jar AR it's like, oh, well, that's what that is. But for somebody just starting out, a lot of this just sounds like a foreign language and a lot of these distinctions, like landing page versus sales page, like you don't understand that distinction. You think it's like a hard and fast, clear delineation when more often than not with marketing, it's like a very blunt tool, like a very loose description, a like what we're talking about. And like, it doesn't make any sense to like, this is what this is. It's like, okay. Like the reason these words exist is for utility. I think that's a really good note as someone who's a little bit newer to this, but when you first start hearing these terms and trying to integrate them into your knowledge and the way in which you talk to people, it feels really overwhelming because they seem to carry so much weight. But really the most important thing is just understanding how they're used and then knowing how to use them in your conversations with clients or whoever else you're talking to, to signal that you understand where they are. It's not that you have to use them perfectly every single time, but it's about communicating to whoever you're talking to, that you understand their perspective and where they're coming from so that they have more trust in you to build that relationship. When you're sitting down with your client for the first time, and you guys are talking about traffic, which we'll get into in just one sec, it's always very, very important for you to ask them, where is your traffic coming from? So next we're going to go into, what are the most important things to consider when you are building a funnel? How can you collect information about a list, for example, who's clicked on what and what they've Googled. Do you pay to find this stuff? No, actually, so Google and Facebook, they want your money. So they give you all this information for free. If I'm running a YouTube, a I can say, show my YouTube a to men between 35 and 45, who live in the continental United States. That's one level of screening. And then I can also say, and only show this ad to those people in front of videos that are about how to build money online. And I want to do video one video, two video, three video, four, video five. And then I can also say, and only show it to those people in front of these videos. If they've been on these websites and Google has all that information. So Google wants you to succeed because of the more you succeed, the more money you're going to spend. So you get access to all of this data. You don't see the data, but you tell the algorithm what to do, and then the algorithm's gonna make it happen. So that's how these traffic networks work. I use a software called Kartra for my funnels. And just like Sean is explaining, I'm gonna be able to track every single action that a person takes within my funnel from that software. So I'll be able to see if I have Sean's name in his email, which one of my emails did he open? Which ones did he click on? Which one of my web pages did he visit? How long did he watch each of my videos? What are the actions he took after watching the videos? What was the sequence of things that he did leading up to a purchase? What's the frequency of visits that he's doing to my website. There's so much data that's collected inside of my CRM. Yeah. So now let's get into the most important things to consider. When you are building a loan, number one is your list. So your list is going to be worth 41% of your results. I say that because is the three factors here are gonna be your list, your offer, and your creative. If you have a perfect offer and you have perfect copy and perfect images, you still won't be able to sell it. If you're trying to sell it to the wrong people, no matter how good the copy is, no matter how good everything around that campaign is. If you're showing the offer a copy to the wrong people, nobody's going to buy it. So that's why your list is the single most important thing. When it comes to making a sale, you need to be showing your stuff to somebody who's actually in your target market, who there is a chance that they will buy this, your list super, super important. And to close the loop on a question that I said earlier, which was asking your client, where is your traffic coming from? This is important because if you know that, then you know the intention of the people as they land on your copy, because traffic that's coming from a Google ad or from a Facebook ad or from a YouTube ad, is going to be very different from traffic. That's coming from an, this, the email list. If Sean McIntyre emails me once a week, and then he says, Hey, by the way, go check out this ebook. I'm gonna be like, yeah, I love Sean. I'm gonna go opt in for the ebook, because I know that there's valuable content there already. I know what kind of stuff he has to stay. And I know that I like his stuff. So he is gonna have a very, very high conversion rate. And I've already got a relationship with him. So the copy on the page is going to be very different from if I'm taking Luke, let's say, and Luke, who's never heard of Sean McIntyre and say, Hey, Luke, come download this book. Luke's gonna be like, okay, first of all, what's the book. Who's the guy who wrote it. Why should I trust him? Why is this important to me? He's gonna have a lot more questions that need to be answered within the copy. Whereas if you send it to me, I'm gonna say, I love Sean. I love his stuff. Of course, I'm gonna download it. So when you ask your client, where is your traffic coming from? If their marketing is savvy, they're gonna know that, you know what you're talking about and you know what you're doing, because this is a very, very critical part. You, how you write your copy. Next, we're gonna look at the offer. The offer is worth 39% of your whole campaign. And the offer is very, very important because more important than creative, because even with perfect copy, you can't sell a shitty offer, right? If I try to sell Luke an ebook for $800, and it's literally just a book where I write like the theory of a single email and it's eight pages long, four of those pages are the intro. Three of those pages are the outro. There's one page of content in there. Luke, isn't gonna care. Luke ISN is gonna buy that. So that's why your offer is very, very, very important. And a key rule here with your offer is that you want your offer to be worth 10 to 15 times what you're selling it for. And I'll get into how you do that on point number five premiums. But first I want to touch on the four types of offers that you can make. The first type of offer is a lead magnet. And we'll get into examples of each of these specifically as we move further into the presentation. But a lead magnet is very, very simply an offer that you're giving away for free. So a lead magnet, you could be familiar with webinars. You could be familiar with eBooks with free reports, right? Anything where I'm sending you to a squeeze page. And all I'm saying is, give me your name, give me your email. And I will send you my thing for free. That is a lead magnet. The sole purpose of that is for me to collect your information in exchange for value, the next type of offer is low ticket. And so a low ticket offer depending on the niche that you're working in, depending the audience that you're targeting a low ticket offer can be anywhere from a dollar 99, all the way up to $97 in my space. I think in Sean's space, it goes up closer to two or 300, like in financial. And so consider that, but low ticket offer is really just something that's inexpensive to the people who you're selling it to where they're gonna see it. And they'll say, even if it doesn't work, I probably won't ask for a refund because of how cheap it is, right? So that's kind of the, the mindset or a low ticket offer. A high ticket offer is something where you're going to ask for a considerable investment. So you really, really, really need to sell. And your offer needs to be, be really good because someone is going to take a hit when they buy your thing. It's going to make an actual difference in their wallet when they purchase this, therefore they need to get the result. That's promised in the info space where I work high ticket is anywhere from usually 4 97 at the lowest all the way up to I showed you guys earlier, we were selling something for $15,000. We looked at a mastermind last week. I think it was $150,000 a year. So that's high ticket, really anything that costs a lot of money is high ticket. Something that costs a little bit of money is low ticket. And just gauge that by what your audience's use, 15, the final type of offer is continuity and continuity is just something that I buy and then pay for either every month or every year. So financial does this a lot where you have subscription services like, uh, James alt has, what is it? The, the top 1% advisory. Yeah, but I mean, it's any newsletter is going to be a continuity offer more or less. So whether that's a weekly newsletter or like a high ticket, weekly newsletter or a low ticket monthly newsletter, that's usually how it breaks down. Yeah, exactly. So continuity just means I'm paying for it more, more than once. And I'm getting information on a regular basis in the info spaces. I'm getting information, but in the physical space, a continuity could be, I get the bottle of supplements every month delivered to my door, right? So continuity is just, I pay every so often and I receive that same amount on the back of this. We have what's called premiums. So premiums, you might be familiar with them under a different name. Premiums are just what we call bonuses, right? So on any offer, you're gonna have the main thing you're selling and then to try to entice people to buy or to give you their information and to try to pump up the, the value of what you're offering. You're going to add on more stuff, that's going to solve the other problems that your buyer has. And so premiums are complimentary to your core offer and they are either going to be physical or info bonuses that will solve the next per problems or adjacent problems to what your client is experiencing. So for example, if I buy sales training, and it's all about how to close more sales, then maybe they're going to include as a premium, how to get more sales calls from the DMS on Instagram, right? Because that's something that I would logically want to know because I'm buying this thing on how to make more sales, right? So it's just logical progression. What else could my clients need, or my customer need in order to maximize their results from this? If you think about the front end versus back end dichotomy, it makes sense that low ticket is going to be more often used to acquire eight customers than high ticket. That just makes sense. It doesn't make sense to go to cold traffic, to go to people who don't know, you don't know your business, et cetera, and try to sell them a $2,000 masterclass or a lifetime subscription to so the whole purpose of a funnel is to try to bring a customer on and then slowly engage them and slowly work with them so that there is a relationship that's stronger there so that you can sell higher ticket items or can sell a continuity offer. And the whole purpose of premiums is to help you sell or whatever it is you're trying to sell. And the best way to structure your premiums is often to overcome any objections that they might still have in a lingering way to using whatever year it is. You're trying to do. John, you were talking about bullets and fascinations. Uh, last week, premiums can do the same thing. A single bonus can sell an offer. Every business has a funnel. We in the marketing space just happen to be a little bit more transparent about it. That's all I have to say about that. Your Creative is the final 20% of the campaign. And up to this point, we've looked at your list, which is 41% your offer, which is 39. And so your creative now is your final 20, and that is a combination of your copy and your design and your copy. If we want to be very, very simple about it, we can say it's ads, it's emails, it's landing pages. Those are the three places where your copy's going. Like 100% of the time on the design side, this is the typography. So the choice of font, spacing, images, and videos. So if that's in your ads, that's the creatives within your ads. If that's on your pages, that could be a VSL at the top and photos peppered throughout the rest of it. And then it's also the flow of the page, which I can't make that super tangible, but all I can say on the flow is just, it's not distracting. And it guides my eyes from one section to the next, in a way that's not distracting to me, right? Because if you have distraction, if I'm distracted, if I land on the page and I, I have no idea where to look, you're gonna lose me because you haven't hoped me. So list, offer and creative. And now I want to get into the types of funnels. We won't do examples of each, unless if you stick around until the end and then we'll throw it on Patreon and whatever, I'll do just an overview now, because we're pretty much of the time. So I'll take an extra half hour to do the types of funnels, the types of email sequences. And then we'll go into specific examples of each afterwards. And if you want the recording, you can subscribe to the page. Round lead magnet is the first type of funnel. And the lead magnet funnel is a squeeze page. It's a client acquisition thing. So for lead magnets, there are I think, three main types. You get the free book, which you've seen probably a million times free book is, Hey, I'm gonna send you the PDF. If you just give me your email next, we have the webinar, which is, Hey, I'm going to show you how to achieve this one big thing on a presentation, either live or recorded. And there's always gonna be a pitch at the end. And then there's the quiz. And a quiz funnel is something that's relatively new. I think they've only been around for three or four years now. And the quiz funnel is either answer these questions and I'm gonna give everyone the same answer. And it's gonna seem like it's customized just because they answer the questions beforehand, or the quiz is gonna be a, a little bit more intricate. And it's actually going to serve up a different answer based on the answers that you gave. So a good example of a quiz could be like, um, at the top of V shred on their homepage, you can take a quiz to see what I don't remember if it's like, what workout routine or what supplement or whatever is best for you. And so it's gonna ask you how old are you? How tall are you? What's your current body type, things like that. And then it's gonna serve you a VSL at the end. That's really loaded with value. And then at the end, there's a pitch. So important thing to know for all three of these, they exist only to get your contact in three and then to give you a pitch right away. So free ebook on the thank you page. There's always gonna be an offer webinar at the end of the webinar. And even sometimes on the webinar, thank you page. There's always gonna be an offer the quiz at the end of the quiz. There's always going to be an offer because it doesn't make sense for me to run traffic and pay for people just to get their emails. When I could also for very little additional effort, make some money back, maybe break even so that my advertising is free or even make profit on the front end before I've even moved people down. My funnel, the next type of offer is low, or I should say funnel is low ticket. So low ticket funnels are things that don't really cost of money. Things that I can look at and be sold on just because the offer is really good, right? They don't need to do too much convincing, although that's really just a general rule, cuz you'll see a lot of low ticket stuff does have good sales copy on it. So don't think that that gives you an excuse to not write good copy. Good copy needs to be everywhere. It's just that the decision is going to be low for because the price is a lot lower. So something you're probably familiar with is a book funnel where someone's gonna sell you something either free plus shipping like Russell Brunson does, or a $7. E-book like Mike Shrieve or Frank Kern, or maybe a dollar 99 physical book like, um, traffic and funnels does it's just, here is something a little bit more in depth than the free book. And then just like you saw in the lead magnets, or just like I said in the lead magnets, there's always gonna be an upsell on the back end of this, where I'm kind of try to get more money from you and that can either be an order bump or an upsell. And I'll show you some examples of this. After we go through all of these, the mini course is another good low ticket item. So that is a collection of may three to five videos with some bonuses. Usually these in the info space where I work, these will cost somewhere between 27 and $47. And the idea is just to give you a ton of value because a mini course seems a lot more valuable than a book, even if it's the same information, even if it's crappy production value, right? Like even if it's just this, like you're seeing on your screen now, or it just me talking to the camera, the fact that there's the video makes it seem like it took a lot more effort for me to produce it. Therefore you're going to say it should be a lot more expensive and that's kind of why I can get away with selling it for 27 as opposed to seven. But for Kern does this really, really well. He sells the book at $7 and then he sells the mini course as a, or he gives away the mini course as a bonus to the book. But the mini course is just him talking about the stuff that's in the book. The book is just a transcript of the mini course. So there's a lot of really clever ways that you can go about this many courses. Usually though somewhere between 27 and 47, where books are usually closer to two to seven, maybe sometimes even $10, physical products are another good example of a low ticket item and physical products, depending on your audience, depending on if you're doing a bundle or you're doing a single thing, there are a lot of different price points. But if we look at health, if we look at supplements, usually can get away with selling one bottle of the supplement for 2030, maybe $40. And then there's always the upsell of you want three times this, or do you want six times this? And you'll get a massive discount. If you do that after this, the final type of we're gonna look at are high ticket funds for high ticket. We have investment advice, which is a really great example. So that's the kind of stuff that Sean sells when he takes eight months to write a sales page. That's what he's talking about. So these are going to be very, very, very long because they're creating a huge logical argument. They're are overcoming a ton of objections. Here's the thing with financial and here's the thing with any, any funnel that requires or necessitates long form copy. The reason longform copy exists is that you are trying to sell a product that nobody wakes up in the morning and goes, oh man, I really need that product. Like nobody gets up in the morning and goes, God damn, do I need a newsletter right now? Not only does it need to manufacture the demand for it. It also needs to show you why that particular product is the thing to tap into that demand. You just got manufactured. Investment advice though is a very, very good example of a high ticket offer because these are things that correct me if I'm wrong, Sean, but usually we'll sell for around $2,000 dollars a year for the subscription. Usually the funnel is either a nine, 19 or 39 or $49 front end on the back end. It usually ranges from four 97,997, 2000 in some cases, $5,000. Okay, cool. So high ticket, because like I, I said earlier, I'm gonna go into this and I'm going to have to think about it before I buy. It's not gonna be an impulse purchase. This is gonna be like a big thing that could potentially be life changing. So I'm gonna put a lot of thought into it. And there are all the factors that Sean mentioned to consider as well. Like this is gonna be a really, really long sales page. You also have in the info space for virtual events are a good example of high ticket because a virtual event is it's kind of like if we were doing a seminar, but now just because everything's moved online, right? Virtual events are usually between 2 97 and 4 97. And then on the back end, you'll have upsells as well. My most successful campaign of all time was a event that did close to $200,000 in 30 days. And the way that we did that was with on the front end, we sold the ticket. The order bump was a recording. The upsell was bonus sessions in the middle of the, the event. We sold a book and at the end of the event, we sold a mastermind. It's a really, really great structure. And that's why I love virtual events so much because the virtual event gives me the opportunity to collect money, to provide value, to show you, to give me more money. Right? And so it's a really great funnel because within the span of just the 30 days leading up to and including the event, and then the six days of the event itself, I have the potential to make multiple six figures depending on the audience that's showing up. And of course what niche I'm operating in, it gives me the opportunity to make a lot of money because there's so much value being given. And I have such a good opportunity to interact with my customer base, build that relationship and lead them logically day to day to day, just like Sean was saying earlier with the lead magnets or with the bonuses, sorry to tell you, this is the next thing you need. And by the time I get to the end of the event, by the way, do you want to buy the next thing you need that I've been telling you about all week? So virtual events love them. Very good for upsells and for generating income. And then the final example is an application funnel. Application funnels are, are very, very different from most phones. And I'll show you actually, this one, take a look at it. It's not at all like what you would expect. There's no copy here. This isn't a long form sales page. This is people who already have a deep relationship with the guru in this case, Russell Brunson. And who've been thinking to themselves for the last like 2, 3, 4, 5 years, this is something I want to buy. So that's why this video that we have up here is really an aspirational video and not a sales video. The content of it is, um, Hey, look at all this really cool stuff that all of these people have thanks to them being in this program. And then down here in the copy, they're are not trying to sell me. They're trying to scream me because Russell Brunson salespeople, they don't have the time to be on the phone with everybody who wants to make a million plus dollars a year or five or 25 or 50 or a hundred million because that's everybody. So what they're doing instead is saying here is the very, very, very neat each audience that this is right for. You have to be like this, if you want to apply. And then here are all the benefits to get you a little bit excited and a big application form where it's gonna automatically reject you. If you don't answer the questions correctly, or if it accepts you, then it's a conditional acceptance where then a salesperson is going to call you. And when the salesperson calls you, they're gonna screen you even more. And that's really just sales tactics in order to get you more invested in the offer, because the harder I make it for you to buy my thing, the more you're gonna wanna buy my thing. So that's an application funnel, very, very different, but this is how you sell the most expensive offers. Masterminds are gonna be sold this way. Any, anything that's like 10,000, 15,000 a hundred thousand, because you need human interaction to make it work. And you need to be very, very careful about who you led into these programs. So screening plus sales call aspiration versus sales copy. When You get into high ticket offers, it becomes more and more important because you're, you're devoting more personal time to an individual customer. So you need to make sure that they are the right kind of customer for you. And so it makes sense, especially if you have a business where people are familiar with, you want to work with, you have been indoctrinated into like your mindset have been working with your content, your copy, your business, your ideas for many years, they are already sold. And so the application is just there to weed people out so that you aren't wasting your time on somebody. Who's not your ideal customer for that particular pro Because the number of customers you're gonna have is so small, it's much more costly when you lose one. And so to acquire a customer that sucks, it's potentially much more costly to those kinds of businesses. And so you don't want to sell to somebody who is going to have a bad time than be angry or upset with you. Then you're gonna have to spend your already limited time dealing with that. Say, you're trying to start a business. You don't start off with a thinking application funnel. That's another reason why, like John mentioned and reinforced, you wanna know where the traffic's coming from. You wanna know what they're seeing. You wanna have an understanding of the list before you start writing to them To diagnose, optimize, and scale your funnels or your client's exist in funnels. When they bring you board. There aren't too many rules. It's not super tactical. Like it's pretty easy to come in and make a funnel better. Once you understand the fundamental strategies that we're talking about in this presentation. So I'll give you an example of how to diagnose, right? When you're diagnosing it's as simple as looking at their baseline and asking yourself, where is the drop off? For example, on ads, you'll have a few different stats. You'll have CPM, which is a cost for 1000 views. And the way that's determined is different based on the algorithm for each advertising platform on Facebook, your CPM is going to change based on the keywords, the emojis, and on the relevancy and the quality score, right? So you can help someone bring their CPM down on Facebook, by changing out the keywords, making their text creatives and headlines more relevant to each other and to the landing page and play around with things like that on the a there's like CTM, CTR and conversion rate. So you can look at these stats and see if one ad has a very, very low conversion rate and you're spending a lot on it. And the other ad has a really, really high conversion rate. And you're spending a lot on it, cut out the ad. That's not getting good results, put all that money into the ad that is getting good results. And now all of a sudden your results have double tripled, quadrupled, whatever. Right? So diagnosing is really just as simple as looking at the baseline and seeing what are they doing wrong? Let's do less of that. What are they doing? Right. Let's do more of that. And that's optimizing too, because optimizing is just doing more of the right thing and doing less of the wrong thing on ads. That's very simple because it's all very data driven. When you go onto landing pages and sales pages, you can look at things like the lead and test out different headlines and test out different graphics. And VSLs at the top of the page above the fold. Usually that's gonna be your most important stuff, right above the fold. You can try adding in more testimonials. You can try changing up the offer, putting in more bonuses, switching out the bonuses, taking away some bonuses. So there are a few different things that you can do there as well, and see how it affects the baseline. Don't scrap what you're doing entirely, but you can run two simultaneous tests and see which one gets results and continue to build upon the one that gets the best results. And then on the back end with emails, it's as a simple as what are my people responding to for subject lines, for, from names for preview lines, and then what are they responding to for calls to action, do more of the good stuff, do less of the bad stuff. That's really all that optimizing is do more of the good stuff, do less of the bad stuff. And then when it comes to scaling, it's as simple as put more money, time and effort into the good stuff and Nicks all of the bad stuff. So maybe you'll have notice the theme here or doing less of the bad stuff, and we're doing a lot more of the good stuff, and that's all you need to be a marketing consultant or a marketing strategist or someone who's operating on a higher level like that is access to the data so that you can look at it and determine what's going right. What's going wrong. Do more of this, do less of this and build upon that. All right, we've got one section left and that's on email. We'll just briefly touch on what each of these means and a little bit of the strategy behind them. So the first one is the welcome autoresponder. This, you might also know as a sequence, a welcome auto responder is really just as simple as person opts in. They get this predetermined series of emails to drive them to the next action. And so in my case with info products, usually that's, Hey, you just opted in or you just bought whatever. Here's some value here's value. Here's some value go buy. I think that's pretty much always how it works. Frank Kern calls us an indoctrination sequence. I think pretty much everybody does this ever period like you opt in, you're gonna get those emails. They're gonna try to sell you on the next thing. Webinar sequences are a little bit more complex where the objective is going to be to get someone who opted into the webinar to actually show up. And this one I'll actually pull up the mock up real quick. Cuz I mentioned at the beginning of this presentation, a little hack that you can do to increase your webinar, show up rates that your clients aren't gonna think of themselves. So I wanna show you what that little hack is. All of this here is the webinar. So this is what a webinar sequence looks like. All of the stuff on this front end is done in order to get people, to show up all this stuff done on the back end is done in order to get people onto an order form so that they buy the little hack is to include SMS marketing. And so not a lot of people do this because the belief that a lot of people have in the market right now is if I ask people for their phone number, my conversion rates are going to decrease by a lot. Now that might be true in some niche issue I can't speak for everybody. I did a split test on the virtual events campaign that I was flexing at the beginning of this. And from that split test, we did one landing page for the webinar registration, where we did not ask for the phone number and one where we made it mandatory to give the phone number. And the mandatory one had more opt-ins than the other one for percentage wise. And in total we had like had a couple hundred people register. So it was a good enough sample sites to get data on that. And ever since then, I've never tested it again, but I've always done mandatory text collection, and I've never, when the landing page is good, I've never seen less than 30 to 40%. Opt-ins for a webinar, even when, and we're asking for the phone number. So ask for the phone number and then set up these text sequences where your first text sequence is gonna go out upon registration. So let's say Sean opt into my webinar for this masterclass and say, Hey Sean, it's Jonathan, here's my number. So you can save it. And then also for compliance, I'm gonna say, I just sent you an email, check your in box, by the way, if you want to stop receiving these messages, just a text stop. So I'm going to introduce myself. I'm going to tell you to go get all the information in your inbox, which is all of this sequence. And then I'm going to do the compliance thing where I tell you, you can opt out at any time by texting whatever. Then on the day before we wanna send out a that says, Hey, by the way, webinars tomorrow, and on the day of five minutes prior, you wanna send out a message that says, Hey, by the way, webinars here, here's the link so that someone can access it from their phone. Even if they're not checking their emails, because one big problem is that people get so many emails. As soon as they're not thinking to them themselves, I need to be on this webinar. I need to find this email. It's gonna slip by them and they're going to forget, or they're not gonna care enough. Or the email's just gonna go into their promotions filter, and they're not gonna see it in their normal inbox. So by texting them, Hey, here's the webinar link and you have it as a digitally link. So it's super short. They click on it, they join the webinar from their phone, and then it also gives them the advantage of I can still work. I can have supper. I can do whatever I've gotta do while I'm listening to the webinar, which is much more in line with the way that people consume content these days, as opposed to, I'm gonna sit for 90 minutes, undistracted take notes, right? That's not really how people operate. So you're giving them a chance to still hear the, this pitch. Of course, it's gonna be a little bit more friction if you're trying to get them to pay attention, once you get to the pitch, but even if they only stay for 20, 30, 40 minutes of the webinar, they still get that value. And then when you follow up with the emails on the back end, there's gonna be more initiative there for them to take you up on the offer. If they like the value you were giving them up front. So that's why I do that. And then on the backend, we also have one for the replay that goes out three hours after. And we say, really just, Hey, webinar's over, replay's done. And you can go check out the replay here. This is actually was something that Sean taught me. So they shout out to Sean. So that's how I use SMS marketing. And then there's also a text message that we send out with the second abandoned cart email, which will go over briefly. And that is to drive people back to an order form when they've given their contact information, but they didn't fill out their credit card information and click by. So that's the secret weapon, a phone number costs, I think like $2 a month. If you buy it with Twilio. And then it's a couple of cents to send out a ton of SMS messages. Whenever you do a batch. So super, super cheap, your client won't have any financial resistance to it. Just sell them on the idea, say this is gonna make stuff work even more good. And they're gonna be like, wow, I love it. And then you can do it very, very easy to implement because these have like a 160 character limit or something crazy like that. So not a ton of copy either next, we have a third sequence. That's a little bit complicated, a little bit big is a product launch. So that's when you're sending something out to your existing list and you want them to get to a new offer, or maybe it's just a repurposed offer. Something that you're selling once a quarter or once a year. But the product launch sequence is a long email sequence that you're using to drive people to the sales page, create urgency, create scarcity, get people to buy usually a ticket thing, because this is on the back end. Since it's going out to people who are already on your list, the product launch sequence, you can actually see a good example of how I do this. Along with the webinar sequence. If you head over to email launch secrets.com, there's an ebook that I wrote where I lay all of these out in detail, give you all the questions to answer so that you can fill in the blanks on the templates. There's a calendar, right? There's all of the dates that you need to program the emails for all of the subject lines. So email launch secrets.com. If you want to go and see exactly how I do this, and there's also a quick launch sequence in that book as well, a bunch of bonuses. So go check out that offer. If you're writing emails, it's gonna make it extremely quick and you could probably punch out a whole product launch sequence for webinar sequence in like two days. That's what I did. So very, very easy to implement email launch, secret.com, but moving on the event cart, good plug. That was a good plug. Moving on. I'll allow it sequence The event. Cart sequence. Very, very simple. This one is just three emails. The purpose of the abandoned card sequence is to capitalize on what we call a two step order form. When you have an order form, usually what people will do, people who aren't marketing savvy, we'll try to collect all the information and then you click the buy button and then you get the thing. Two step order forms. What they do is you've got either step one, step two or step one, step two, step three, or step one is collect your contact information. Step two is putting your credit card information. And then if there's a step three, it's just confirm your purchase. Sometimes it's at the bottom of step two. So what that does is that gives me the marketer, the opportunity to say anybody who filled in step one, but did not fill in step two, send them this email sequence. So the way that that works is it's all within your it's all within your CRM, your autoresponder. If you're using ClickFunnels, you can do that. If you're using cart tray, you can do that. I'm sure Kajabi has that functionality as well. There's just a trigger that you can create and say, if somebody fills in step one, in my order form, put them into this sequence where the first email's gonna go out 30 minutes after it'll be something like, Hey, was there a problem with your order? Come back, finish your order email. Two's gonna go out from probably the next day. And it's just gonna be like, Hey, if you're unsure, feel free to reach out to me either through phone or through email, just trying to create a little bit of personal connection so you can overcome whatever objections they have without needing to know what they are. And without having to write a huge email about it. And then number three is going to be, Hey, here's some social proof or here's me overcoming your objections a little bit and that'll go out either the third day or the fourth day. So there's either a 24 hour or 48 hour gap between email to and email three. And that's again trying to drive people back to the order form so that you can have them finish the purchase. And you're just trying to overcome their final or introduce some social proof in order to move them to the purchase. The last email sequence is a recovery email sequence. And this one's very simple as well. Just three emails where the objective of this is if you have a dead list, like people who don't respond anymore, or if you want to create a trigger so that if somebody doesn't open an email for a certain amount of time, they get this sequence. Those are the best ways to use it. So imagine with my software, I can say if Luke doesn't open any of my emails for 45 days, tag him inactive. When Luke receives the tag inactive, take him out of my newsletter list, put him to the recovery email signals and send him these three emails. And then based on his actions, there I'll either remove him from my CRM completely. That way I'm not spending money to have him on the list. If he's not gonna be doing anything or put him back on the newsletter list. Now that he's shown me, he actually wants to be there. So email one is going to be, Hey, Luke, do you, we want to be here. If yes, please click here. If no, please click here. If no, remove him from the list. If yes, or if no action send email number two, which is, Hey Luke, thanks a lot for showing me. You still want to be here. Here's a free gift. So something valuable that otherwise I'd be selling on my website or in one of my phones to make Luke feel like I actually care about the relationship I have with him. Because if Luke isn't opening my emails, just from my perspective as an infomarketer, who's doing relationship based stuff. That means that Luke either doesn't believe I can solve his problem anymore. Luke doesn't have that problem anymore. Or Luke just hates me for the kind of content I've been sending him up to this point. If Luke doesn't have the problem anymore, he's gonna click. No he's gonna get outta my sequence. If Luke doesn't think that I have the solution anymore, then I'm going to reinvigorate that trust by sending him my free thing. That's hopefully gonna move him closer towards the solution. If Luke thinks that I'm trashing at this point, and I don't actually care about him or the relationship that we have, then I'm going to rekindle that relationship by giving him stuff that normally other people pay for. And what's a better way to show somebody that I care than giving them a free offer. I mean, there's a lot, there's a lot of ways, but, But me as an info marketer, that's one of the best I can do. Luke then receives that and email number three. If Luke takes me up on that offer, then I move into email number three, where I would say, Hey Luke. So just to catch you up on everything you've missed. Since the last time you opened, one of my emails here are my top articles or my top offers or my top podcasts or whatever I've been doing since the last time you came through and you don't have to actually just have stuff in there that was over the last 45 days. But you can have like, Hey, just to get you up to speed, like here are the top articles that I've been putting out. Or I was recently featured on this podcast, which I thought was amazing. Right. And just plug in some info like that. So just content in order to, again, give more value and you're building the relationship. Maybe you sprinkle some offers in there. If you had something that was like, oh, I sold, um, I sold my core offer at 50% off. I know that you weren't actually opening the email so you didn't see that, but here's a chance to get that offer. Again. It's only gonna last 24 hours after I send you this email though, because if it lasts forever, it would be unfair to the people who actually bought during that. Right? So those would be the three emails, email one. Do you actually want to be here? Email two? Here's the three gift, email three. Here's a summary of what you missed. My three biggest recommendations for books. If you're going to look@thebiggerpictureofmarketingforone.com secrets from Russell Brunson, if you're going to go read of any book after this presentation, it should be this one because.com secrets is going to tell you how marketing works from a to Z. What is a value ladder? What are the types of funnels? How do you structure each of them? What should the sales copy? The VSL look like? What should the front end? The backend look like? He's going to Russell Brunson, give an inside, look into all of that. And it will be extremely valuable for you. Number two, the book launch from Jeff Walker. So this one is all about product launches. I like it a lot for the theory because it's a lot of stuff that I've never heard anywhere else before, but he also gives really good practical information on how to write the emails and how to structure the campaign, leading up to a new product launch or a product relaunch. The third book would be over deliver from Brian Kurts Luke just finished that book this weekend. So I'll let him briefly mention what it's about. If you like the step of the 41 39 and 20 thing that John talked about, which was the list, the offer and the creative Brian really goes in depth on these three different components and how they work and how they fit like the whole marketing picture. And I just finished it yesterday and I thought it was a really good Book. Number two, we're looking at programs. So if you're ready to invest in programs, the people who I would recommend you buy from are Frank Kern. He has a lot of great programs about marketing campaign structure. His best one is mass control. That's what it used to be called. I don't remember what it's called now. He rebranded cuz mass control sounds a little bit manipulative and that's not who he is trying to be anymore. So mass control or whatever it is now from Frank Kern, anything from Ryan dice and digital marketer, they have everything from how to do a good homepage, to how to write a proper VSL, to how to structure Facebook ads, right? They have a whole library of stuff and they have a continuity program where you can access all of it. So I highly recommend you look into to Ryan dice and digital marketer. And then number three, rich Sheran who is like the godfather of internet marketing. Rich Sheron has worked with a Agora with Ryan D with Frank Kern, right? Rich Sheran has worked with everybody basically who makes millions, tens of millions and hundreds of million dollars in direct response online. And he has a program right now called steal our winners, where he sits down and interviews the most successful people on topics that they're experts at. So he'll sit down with a YouTube ads expert and just talk for an hour about YouTube ads. He'll sit down with a VSL expert and talk for just an hour about VSLs and he does a newsletter style. So every month you get a around 10 of these videos with each of the different experts and you get access to that. There's a trial that you can sign up to. I think it's a dollar for the most recent edition. And then there should be upsells to buy the backlogs and the lifetime subscription. If you find that it's valuable. Finally, we have software for pieces of software. I recommend funnelly. It is the software that you saw when I showed you the mock up of the emails in funnelly. You can build out all of your campaigns. You can put landing pages, email sequences, make it all visual for your client. And that's a huge value add because when you're sitting down on sales call number two, after you've pitched them, the idea, you sit down with them, you do screen share and you go through the layout on funnelly and it's gonna help them understand everything a lot better than if you were just speaking about it. So it's gonna be a huge value add to you because you're able to show them what the process actually looks like. They get to make it tangible for themselves. And every other marketer they've spoken to, hasn't done that. So who do you think they're gonna go with? The guy who they understand what the pitch is or the other guy who it's kind of a, and they're not really sure what they're actually getting for deliverables. Obviously you right. Software number two, Canva. I like to use it for design. I have the paid version. Oh, by the way, funnelly three. You can buy what they call the vault as an upsell. And the vault gives you access to a breakdown of every possible funnel you could think of from all the big names, prank, ke and digital marketer. Basically everybody, I'm not gonna list everyone, but like lay boss, Russell Brunson, all those guys Keva for design, very advanced. Now they've got tons of features, the paid subscription, because I like to use all the features, but you can get the three version as well. And then two more pieces of free software bid. How is like a YouTube ads library where you can search the name of the advertiser, find all the ads that are running. Find the transcripts of the ads, the ads spend, and, um, like a breakdown. They send you a new letter breakdown of the most successful ads. So very, very valuable there. And then same thing for Facebook is called the Facebook ad library. You don't have to sign up for that. You just search for the advertiser and you see all the ads that they're running on Facebook right now. And with that, I conclude my presentation. Let's Take a moment and share some takeaways. The P people that I see struggling the most and making the least amount of money are the people that do not write with intention that do not calculate what their copy is doing and where, and when they perhaps learn a template or perhaps get a cookie cutter from some course, because they only have a hammer. Every problem, because comes a nail. One of the reasons why marketing, understanding the strategy behind funnels and understanding a little bit of that marketing component, you don't need to be an expert, but you need to understand it is because it gives you insight into where your copy goes and what your copy does. And if you don't have that mind, if you were writing with intention and deliberate calculation towards where your copy is going, it's going to fail. And that applies whether you are writing sales copy or content marketing. If you were just writing blogs, because you got an English degree and you wanna make money with words, I hate to break it to ya. But every moment that you are not deliberately trying to work with a broader strategy in that business, you are a liability for that company. If you're writing, uh, like Facebook brand copy, you're part of the funnel. And you have to understand where you are in the funnel and why your words work in the context of that broader marketing strategy. I think this is like the next step. Like you've said it before, where you have good copy, bad copy. And then you have copy that works and copy that doesn't work. I feel like mastering, like this broader 30,000 for view is what's gonna like teach you how to make copy. That works instead of copy. That's just good. Just being aware of this stuff is automatically going to make your copy better. I just wanna say thank you very much, Jonathan, for taking Monday morning and spending it with us. I'm appreciative of all the people who watched all of our Patreon supporters. I hope you learned something today. I hope you take what you learned today and use it to level up your copywriting skills. And I hope you make a ton of money. Goodbye.