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all right sell me who's the biggest gorilla in the space they're definitely online talking about what are we selling what sounds more sexy shitloads of stuff no try again you're putting me to work today how do you sell anything you don't know all right so now we're getting somewhere whenever you spend money on Advertising there is a risk and our job as professionals is to lower that risk as much as humanly possible for our clients the reason that I always say like study the market tell me the numbers show me those things is you're de-risking them doing that if you're just coming up with what it is that we feel or what we think could be a good thing then there's just so much risk present in it whereas we can already see proven selling appeals and run with them we've already just de-risk it dramatically because we already know that people are doing it and it's working so we just need to do that but just way better when most people's like marketing like it's always a business owner that gets bored of his offer before the market does they have a need for novel and newness there's a reason that we don't run it as sponsored articles because they don't pull as much as an ebook and the reason why it's like it gives them that easy quick dopamine trade-off that they want that all of their answers lie in a PDF report that they just put their name and email address and they get when you speak to the business owner you're getting like a very jaded opinion of how things work and a lot of people are so close to it especially if they're not running like advertising at Large Scale they are completely out of touch of what the market really wants because they're looking at it from like their small number of clients that they deal with and they look at it from like an industry Insider they don't look at it from like an outsider that's where it's like we do the survey we have the onboarding questionnaire we have the kickoff call to try and find some Golden Threads but experience tells me that those Golden Threads are largely very rarely found from having that conversation with the client and it's based on me actually validating and having a look out in the market and seeing what is actually happening so like I trust that like way more that subjective data rather than the objective conversation that I happen to have in that time with the client so don't just be like this is what the client said because when the campaign doesn't work you can't go back and say but this is what you said to me client it's all your fault everything they blame you they blame King Kong they blame everything the last thing that I'll ever blame is that's what I told you they'll never ever say that in a million years so because it's then our responsibility and we know that when the comes down it's going to come down on us it's therefore our job to really make sure and validate okay what is this Market really really want if they tell you the changes are coming just start googling it changes coming to the plumbing industry changing to the plumbing industry Reddit Australia go and start to see like what the forums are saying and what people are saying online because if we're saying that like hey you usually have to go through to a board and it takes two weeks to get back there will be Facebook communities there will be Reddit forums there will be people talking about these issues online because they come back and bite them on the ass so there'll be something but this is where we spend like 80 percent of the time Market selection and research so I would really like figure out what is that pain point that they have and how big before you decide okay this is what we're going to do you're the crew member right you're the strategist so you your job is to sit down and to get all the most reliable information that you possibly can to make the decision so the very first question is what problem are we trying to solve what are we trying to solve are we trying to get more options are we going to always be sending people direct to the offer page what is the issue the client needs more leads okay what kind of leads would he call a free report lead like what is it that he wants does he have more time or does he have more money honor he has definitely more time excellent than let's run through the free report like you need to look at the big picture when anybody comes and presents you facts the account manager is coming oh this funnel is not within kpi or the traffic person comes and says hey I'm having a problem with this or the client's not happy or whatever it might it be is you need to get everyone involved that's the first thing that I do if anyone in this organization comes to me I'm like get them on a zoom call I'm gonna get everyone on the zoom call so I'm not like oh well Lewis said this or this person just bring them all to me and I'll get to the bottom of it so you get everyone involved and you find out what is the problem that you're trying to to solve first it's the offer page the alpha page is not converting okay well how what percentage of people go from the opt-in page to the offer page because that's how the funnel is designed to work oh no no we're just sending people directly to the offer page all right then that's the first thing like why are we doing that do why do we not have on them on funnel one if they need more leads we typically do like a 50 50 traffic test it's very difficult to ascertain going in what is going to be the best play if you said to me okay they've got a team of hungry sales people what would be the thing keep them on Final one go to an opt-in get a phone number field it works like crazy you will never get a cheaper cost per lead but I don't care what you put on your offer page you'll never ever get a cheaper lead than putting a free report on there with a phone number if the client is willing to do that and then if the cost per click is prohibitively very very very high then going directly to the offer page more often than not beats going to to an opt-in there's Nuance to it though it is not not a hard and fast rule but by default that person is more bottom of funnel they're already considered during they're already up on there but again the argument is well okay you get a five percent click through rate and a three percent conversion rate well all those people were bought them a funnel so what are the other 97 percent of people doing well they're not ready to speak to nobody what do people use the internet for what do people use Google for information that's why we give them in free reports because that's what they want they're starving for information because no matter what you have on a legion site even if you've got the best Legion site on planet Earth and you're converting at 30 what are the other 70 of people doing well they're on Google they're clicking they're looking for something but they didn't have it on you on your Legend side it's not just about getting the cheapest cost per call if you want the cheapest lead just run Facebook lead ads hey guys if you're enjoying these videos please like subscribe and hit the Bell Button as we're dropping a video like this every other day on YouTube and if you've got any questions just leave a comment below with hashtag Hey Sudbury and I'll do my best to get to it [Music] thank you [Music]