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so the hot seat of the month is where we take somebody's funnel add business operations CRM email script whatever and we bring them live and in person and we work with them to help them out on their hot on their on their process so we all get to learn just by watching one person get the help and no no you guys are learning a lot just by us dissecting that right so by the way just just to just to confirm give me one word to describe what you thought about us taking five minutes to dissect that ad what I just want to hear one word that describes how you feel about us having deconstructed a high converting ad the generated $5,000 for a hundred bucks great helpful useful love it helpful fantastic informative surprising yeah it was surprising like you're very helpful good stuff thumbs up okay guys good all right this is the kind of stuff that we want to be giving you the stuff on the front line so we want to see you take that information and go out there and apply to make a difference for yourself we are on your side we got your back all right we're gonna jump here to our hot seat of the month and that's gonna be for our friend Steve and man if there's one guy who is grinding it out out there it's Steven from the day he joined he's been posting what do you think of this what do you think of that I've been taking this do you have a suggestion for that I mean this guy is maxing the value of this program we're so glad to have him here so Steven I'm going to bring you up here all right a man jump to the attendees find our friend Steve and I'm not going to say your last name because I don't know if it's been any been a my name has been messed up so many times here here we go wait let's see yourself mute okay can you say hi hello Steven can you say hi even Benny say hello hello I can see Steven Stevens mic is unmuted but we can't hear him for some reason Steven I'm gonna leave you unmuted but if you can say hello or something this will be much more impactful for you I'm gonna invite another one of our coaches Michael Mahoney to come on the line with me right now Mike if you want to come on and say hi with your webcam and then Adam and Ben so the four of us are going to launch into helping Steven with his funnel so here's where Stevens at right there's two components of his funnel and he took the course how to create an $80,000 a month marketing funnel inside of advisers and he's working on his landing page and he's working on the strategy session application page which I'll show you guys in just a minute so here's a rap steven has created this landing page and he wants to generate traffic from this and then eventually get people over into a strategy session in a phone appointment so this is kind of his lead magnet before he starts running ads so Michael I'm gonna let you kind of take a stab at this first and what are some suggestions or comments you might have on Stevens landing page sure well the main call-to-action the CTA I always judge it by does it emotionally get me right does it make me want to take action even if I don't understand it that's important I don't have to understand it I just have to react to it my concern with this page is that I find the sub bullet points very valuable how to mitigate how to mitigate the impact of negative investment turns on your portfolio wealthfront all the Robo advisors are pitching this all the time right here's tax loss harvesting and how we use it to make you positive returns over time the headline to me I can't get emotional about it because I don't understand what the proof would do to is it gonna make me more money or less money 10.4% return I don't even know what my return is because I'm a I'm a somewhat ignorant consumer relative to financial advisors I would like to see a call to action a CTA that's a lot more pedestrian five simple tricks to triple your income by the time you retire even if you lose money alright just something that anybody can get behind and then you go into the bullet point so I like the layout it looks extremely professional I love the social proof I love the headshots I loved 100% free my concern is that our call to action I think you need to make it something that appeals to everybody I'm standing appreciate that what about you Ben I love it man so I like pictures I like pictures you know I like to see a human face right like a connection there I think for me that's missing you could you know if there's a video maybe with some more personalization I think I think it's just the personalization for me so you you like the fact that he's got head shots here yes but you know I'd like to see more personalization than that you know I almost like that Facebook ad where you've got the ideal you know like someone's connecting with that that couple sitting on that couch right like there's just so much more connection when you see Sims because that the difference there those like this this page is you know these through two guys in suits you know no disrespect it's just this is not some this the end consumers not as we're gonna relate to those those two guys they're hedgehogs yeah hey Steven are you with us now yeah I think so can you hear me guys sorry about that does my fault had some glitches on my butt bro this I heard yeah I think your webcam request if you can turn it on if you fit if you're comfortable that's okay too yeah I am trying to see if I could do this okay while you want you to handle that we'll see your face pop up if it works I'd like to get Adam to chime in on this yeah well whenever I look at a landing page I always it's always helpful to have the additional context specifically like where this traffic's coming from like what the ad looked like and what the vet you know what the message in the hook was there because one thing that I found almost makes more difference than anything else is congruence right so like you back to the ad we just showed what I like to do with landing pages is pretty much restate exactly the same value proposition and hook even try to incorporate the image from the ad if you can because that currency then it's like think about it they click on the ad and then it's like they're seeing a lot of things that are congruent it's almost like your kid you're you're building on the momentum from the click and that's going to make it more likely that the page will convert so that's something I would be thinking about all the time is look at the ad that's driving the click to this landing page and try to make as much as much as possible make the landing page congruent yeah that's that's a really good point congruence all right Steven I think we see a web cam but it's pointing at the scene yeah I'm sorry I don't know if I could get I would it's the tables it's the back not the front so tender so like this and it's looking out that way right it's nobody yeah you can you can flip that in the image and then go to webinar settings I feel like we're giving everybody a good education on how to have virtual meetings as well that's funny because there's people on camera with you when you sell these deals virtually so that's good it's ok take your time man don't don't stress we're still gonna do our thing here if I could interrupt I do want to make sure that the negative things always become positive takeaways so to Adams point Steven reiterate where the traffic is coming from right so if I had to write a title off the top my head assuming it's coming from Facebook read this read this quick tip that's saving Facebook users thousands by the time they retire even if they're currently losing money on investments all right so just to make sure that you mentioned the traffic source in their LinkedIn users Facebook uses whatever it is and to Ben's point about putting more social proof behind the the images of yourself and your business partner there two or three sentences of social proof below that should do it right below it says financial advisor for you I have helped save over I'd help save six hundred and thirty thousand dollars I've helped over three thousand retirees save over six hundred and thirty thousand dollars in the last two years me how by just something short sweet you want to know scope of impact and responsibility to sentences that should do it because I you know I look at the pictures I'm like yeah it's nice guys I read the sentence it says so wow those are nice guys and they're helpful I'm totally downloading this guy that's genius yeah can I jump in and throw like here's an idea this this isn't free but you guys probably familiar with used truth calm so that's check that out Steven because that's um that's a quick way to add a widget to this page and it shows like how many people you know shows in real time oh so and so from this city downloaded the guy just now or you know eighty people are looking at have looked at this page this month something like that and that's another quick way to just add a widget you know maybe you don't want to add testimonials or maybe you got some compliance issues I don't think it is an issue with you showing a widget in real time that shows you know a lot of big websites but that shows you know how many people are downloading or oh wow I'm not the only one getting this I don't get it got it okay that's fun soak up a there is yes there you go winning witty hashtag winning on so a couple of things you are doing right first of all first let me just give you a massive kudos for doing this okay I can't tell you the amount of people who jump into advisor restore a coaching program you can't have one of those cool funnel it all those other people have and then they get in and do it jack and then you've just been hustling min so we really appreciate you for you know having that metal inside of you and just grinding it out we know it's not fun we know it's it's challenging you probably like spend five hours trying to just figure out that headline and then we destroyed it in three seconds that's okay we've all been through that okay and we've all wasted millions of dollars collectively between us you know trying to figure out what works so we're trying to shortcut you know all of that pain for you but a couple of things you are doing right is you're only asking for a little bit of information that's key don't ever try people to like this page where you gotta ask like 30 questions too if it's just the first level of commitment again it's all about asking for micro commitments and not asking people to marry you on the first day I also like the fact that you had a visual of your lead magnet so having a visual has been proven through increased conversion on landing pages where you're almost sort of a little picture of that thing that you're going to get in them works really well but it was that a fiber job by the way yeah it was as a matter of fact yeah I mean it looks good but for everybody who's scared about how did he do that tell him how you did that fiber fiber comm literally it's as easy as Jeremiah has talked about you go on I think I searched lead magnet and this was in the beginning of me getting into all this and got I got the quote I think was I think was like 100 bucks at 90 bucks and we came out came out perfect and another thing is - you know what one thing so your point headlines I'm going back I'm gonna be listen to this thing like I know it's but go back and say hey buddy I mean you mentioned unlimited music revisions can I uh and I guess some of them I got I got a couple pieces that one that we buy so yes you really just fiber every combo get that yeah awesome okay let's move on to the second part of your funnel and let's take a look at that now for those just some context for everybody is that is that Steven you're modeling the the training the $80,000 a month which is a funnel that I deconstructed in the members area you can go and take a look at it there's a it's almost an hour and a half long where I D construct a funnel that one woman is using to generate 80k a month and it's Facebook ad - lead magnet which is what we just talked about and then there's nurturing which you don't see in between what Steven is doing here but there's nurturing emails that builds credibility and authority and then an invite to have a strategy session what you're looking at on this page is this strategy session application now this is just a short clip of that and I'm going to just drag over here on the actual page just to show you what this is it's a three-minute video where Steven is talking about how he's helped other people it's not really it's not like hey listen to how awesome I am and how many people I've helped it's like hey I've helped somebody like this does that sound like you I've helped somebody like this does that sound like you and how many takes did that take Steve it yeah it took my my whole Saturday afternoon I'll put it to you that way yeah man you are smooth and that you weren't sweating the beat and this survey which is powered by what did you use to power this clickfunnels is that we mean like but this yeah this survey yeah so through clickfunnels that I use it's you create the page and create the the surveys within the page yeah now know here's the thing right for everybody on the line and never ever send cold traffic to something like this because you're asking for way too much information without any credibility whatsoever what you're trying to do is build massive amounts of authority trust and connection with somebody literally trust stacking so that when they reach out to you they're okay to give you all this information and this is how you know we build our business on the high level Platinum side this is how so many other people do it but this is your first one so you know in terms of that Steven I think you followed the model to the tee I just believe that the one thing that you don't have yet you can correct me if I'm wrong is how you build trust with somebody from the time they download your report is that right that's exactly right okay okay so I would like to offer so we're just going to do a little bit of I don't have we don't have a much time to jump to too much into this but I'm going to share something Ben or Michael Adam if you guys have something you want to share in the meantime go ahead I'm going to bring something up Steven you know what the conversion rate on this page is approximately I know so I just created it I haven't even kind of run anything to it I have that lead magnet on my web page I don't get really much out of it so no I don't and okay the one thing I would say is once you start running it test two variants and they could just be a guess right it could be two separate videos but it has to be something drastic right so one might be collecting all this information and your next variant might be collecting only five or six fields alright this is Jeremiah says and I'm but I'm an agreement I've wasted millions of dollars adding other fields test something that's a lot shorter so you don't have a lot of traffic from day one always be testing two things opposite each other that way you're learning let's say the conversion stinks well one of them has to be better right so if you have two things running at the same time you're always going to be getting better yeah sure thank you I want to echo that to like always be split testing and I'd say I've been looking at this page one thing can you hear me by the way yes um that I might want a split test right away as in looking at that there's no headline above the video I mean I think in in cases where I've used this type of a funnel like a bridge video I'd like to have a headline a table you're kind of just something that's congruent um you know with the whole funnel is sort of stating the reason they should watch the video basically and you've promised to deliver them something so you can even say hey that thing is on its way to your inbox but before you go on watch this quick video to learn how to blah blah blah you know something good test that's an alternate version of this page Adam you've hit the nail on the head that the page at the top needs confirmation that what I promised you is on its way and in transition how does what's below relate to what I'm sending you your videos on the way not sure I can help you read below and see if you're one of the types of four people that I've built a business helping yeah that's a yeah oh my guys that's really good stuff Steven and the next thing I would just my feelings on this is that form just as a like a consumer you know I just gave you my name and email and for a report just seeing that forms like all this stuff now but if you could what I would like to see here what I would do is have a clickable link let them click something that either expands the four or takes them to this forum on another page you know what I mean like so you're you want that video to be watched you want them to have that confirmation that that report is going to get emailed they need to go check their inbox well like don't have that forum just sit there static like that make it a little button that has a call to action that says if you watch the video above and you're ready to you know take this a step further click here to book a time of us now boom then they go to another page or it expands you should steer so checkout type form you've probably seen that where you it populates one field at a time and those conversion rates can be way higher than you know it's just long static scary form it looks like a healthcare application or something all right I probably try to you know just take another Ridge call-to-action button or something that leads into that big reform okay listen would go to another page is that when you try and say all right you could do that or you could just use like a type form ball yeah like so money like you know if you just go to type form back Crom headed let's get that Lincoln hero Thank You Jeremiah perfect yeah I put everybody into the URL yep you'll see exactly how it works if you just go check that out okay feedback okay so Steven the last gift we want to give you as part of this look at that the I didn't even know go-to keeps the squiggles up there and that's cool all right let me let me take that off all right so this is a free app called Gliffy for those of you that love to that are asking me what is it that I'm doing this is a free app called blue feud that allows you to build a workflows funnels diagrams floor mats whatever you want and this is what we use there's other tools that are available as well but this is a cool app that we use so we haven't seen your Facebook app I had right I'm assuming that's the next thing you're gonna do we just critique your lead magnet and we just critique to your strategy session application form alright then the thing that's missing and I know you know this are the emails right is how do you build the that trust sequence and that's what the next assignment is for you is to build that trust and you know I'm gonna divert to Michael on this Michael you know with your experience in building trust with consumers who are so distracted who are going you know they're filling out forms on five different sites and contacted by 11 different agents or advisers what you see works in terms of a trust building sequence sure one is make the first one immediate and give a lot of additional value you gave value with the downloadable report so that first email they get is the dump link to the downloadable report right or the downloadable report as as an attachment even in that email add something else you know PS just for downloading yes I'm also going to teach you this other tip click here right and then in every so one is deliver additional value in addition to the report for the first one the next thing is in every email add additional value because there are a lot of people that will open your emails and read them and take no action and if they read everyone they're learning you're also educating them so you're educating them on why you should be the right choice so let's say I open up and I go through email one through five or six I've now learned five or six things about financial planning I've also learned five or six reasons why steven is the guy want to talk to you so when you finally do get ahold of me I'm more inclined to take your call than I would it email one right so don't make the mistake that some people do that the email is all about getting them to click or call you the email is also about educating them so when you call them like oh yes Steven man yeah you're the guy oh yeah I've been reading those newsletters I've been I've been reading your tips how do i implement them or do I have to talk to you to do this or how do I get set up yeah so make sure you're delivering value with every single email got it thank you yeah any any of the thoughts on that one Ben I know you guys are working on some warm up scripts as well but what we're trying to do is educate like our strategy that we're kind of moving into is moving away from being a generalist into a specialist and niching down and then so for example we were we're taking will work with our W clients to identify some of some niches like some career fields think of it that way then as minds at that end where they've gotten great results they understand the problems that those pre-retirees or whatever whatever it is whatever group you try go after you can go even further and say I want to help teachers that want to retire I want to help doctors that want to retire and specialize in that way because it's really easy over time for you to just know what their problems are and how you can like building that trust should be accelerated way bastards when you can communicate to them about their specific field that they're in right like and so so the video is great but additional educational content and you know if you've got some guides that are geared toward their career field it's like how to help teachers retire faster or better stories right that's another good one yeah you've got to give a ton of value before you jump into in my opinion before you jump into asking them to commit to the marriage or how with the parents which is really what a consultation is it's a big leap for a lot of people I think makes sense yeah another thing you could do is I actually think this is a great tactic for your welcome email is after you you know welcome them deliver that thing you've promised and maybe you've given them some additional value you can ask them a question an email that is going to compel them to reply and that can actually in the long run help your deliverability because it's a signal to these webmail providers that hey you know if they see that these you know these people you're sending emails to our opening and then also replying your email it's almost like they're white listing your email in that in that step so it's a way they increase your deliverability to reach more people yeah yeah okay good great pilot Steven once again you you know you've done a great job up out here just you know hustling it out man so